ANALISIS PENGARUH BAURAN PEMASARAN DAN KELUARGA TERHADAP PEMBENTUKAN LOYALITAS MEREK

Abstract

This research develops and tests the relationship between marketing mix and family with the creation of brand loyalty. The researcher proposes a conceptual framework in which marketing mix and family are related to the dimensions of brand equity, namely perceived quality, brand awareness, brand association. These dimensions are then linked to brand loyalty. This research uses quantitative methods by distributing questionnaires to 208 respondents with only 203 valid respondents. Data collection techniques with incidental sampling method. PLS (Partial Least Square) data analysis was used in this study. The results showed that advertising, price, promotion of distribution and family intensity significantly influence the perception of quality. Advertising, distribution intensity and family are also proven to have a significant effect on brand awareness. Whereas the brand association is proven to be only a significant family influence while advertising does not affect the brand association. Brand awareness has no significant effect on brand loyalty, but on the contrary brand association and perceived quality have a significant effect on brand loyalty.