The Mediating Effects of Brand Preference to Customer Satisfaction

Jasin Mochammad, Dytta Novrianda, P.astuti, C.c Widayati, A.z.arifin A.Z.Arifin

doi:10.24912/jm.v22i3.431

Abstract

The purpose of this study is to analyze the influence of brand preference to customer satisfaction (advertiser). Samples consists of one hundred and twenty persons of decision makers of government advertisemen programs in various government agencies and state owned companies. Data was collected by using self-completed questionnaire. Structural Equation Modelling used to analyze the indicator variables, latent variables and measurement error variables to determine of causal brand awareness, brand association, brand extension, perceived quality to customer satisfaction through brand preference of Sindo Media (MNC Group). The finding reveals a significant influence on mediated variables. While Brand awareness, Brand association, Brand extension, Perceived quality, has a significant influence on customer satisfaction. That means Brand preference has significant influence to customer satisfaction.

Highlights

The development of a media convergence pattern that has recently been embraced by a number of national press companies seems to be closer to the pattern mentioned by Grant and Wilkinson (2009), which includes technological convergence, multimedia content, ownership, collaboration, and coordination
Structural Equation Modelling used to analyze the indicator variables, latent variables and measurement error variables to determine of causal brand awareness, brand association, brand extension, perceived quality to customer satisfaction through brand preference of Sindo Media (MNC Group)
The same thing done by Group Media Nusantara Citra (MNC) in doing trobosan connection with media convergence that is by giving birth media platform consisting of print media, electronic and online media which synergy and incorporated in Sindo Media

Summary

INTRODUCTION

The development of a media convergence pattern that has recently been embraced by a number of national press companies seems to be closer to the pattern mentioned by Grant and Wilkinson (2009), which includes technological convergence, multimedia content, ownership, collaboration, and coordination. The source of their life support, namely capital (advertising revenue), types of content (media content), and the types of audiences (the kind of audience). Competition among mass media said Picard in Albaran (1996: 3) said the mass media is an economic institution that connects between production and disseminate media content to consumers. Kosumen sets value based on individual desires and specific product needs This process helps consumers to determine the type of media content that can be useful to meet their needs (Albaran, 1996: 22). Based on the above background, researchers will conduct research related to integrated media marketing strategy one of which Sindo Media which is part of MNC group in the face of other media competition that has the same business line in increasing the company's revenue through advertising

LITERATURE REVIEW

METHOD

Findings

Check out the t-value