PENGARUH DAYA TARIK IKLAN DAN PERLUASAN MEREK TERHADAP CITRA MEREK MOBIL HONDA JAZZ DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of appeal of advertising and brand extension on brand image city car Honda Jazz in Padang City.
The population in this study were all consumer watch advertising, who had used and buying city car Honda Jazz in Padang City. The sampling technique used was purposive sampling, while the number of samples used for the analysis was 100 consumer. Technique data analysis used for testing hypotheses is multiple linear regression. The results found that the appeal of advertising and brand extension on brand image.
Brand extension has a dominant influence on brand image city car Honda Jazz in Padang City, followed by the appeal of advertising.
This research provides practical recommendations for the management of PT. Honda Motor Company will continue to work to improve the implementation of appeal of advertising and brand extension dating in the future. This is due to appeal of advertising and brand extension has a significant impact on brand image city car Honda Jazz in Padang City.
Keywords : appeal of advertising, brand extension, brand image