PENGARUH DAYA TARIK IKLAN DAN KUALITAS PELAYANAN TERHADAP CITRA MEREK UNIVERSITAS BUNG HATTA PADANG

Abstract

The purpose of this study was to determine the effect of appeal of advertising and
service quality on brand image University Bung Hatta Padang. The population in this study
were all first level students Bung Hatta Padang University. The sampling technique claster
random sampling, while the number of samples for the analysis was 345 students. Technique
data analysis for testing hypotheses is multiple linear regression. The results found that the
appeal of advertising and service quality on brand image. Service quality has a dominant
influence on brand image, and appeal of advertising does not affect the brand image Bung
Hatta University. The influence of appeal of advertising and service quality on brand image
University Bung Hatta Padang is 15,8%, while the remaining 84,2% is influenced by other
variables that are not included in the scope of this study.
Keywords : appeal of advertising, service quality and brand image