THE EFFECTOF BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY TO WARDS THE BRAND EXTENSION IN THE INSTANT NOODLES CUP NOODLE POP IN PADANG

Abstract

This study aimed to determine the effectof brand awareness, brand image and brand loyalty
to wards the brand extensionin the instant noodles Cup Noodle Pop In Padang. The samplein
this studyis the consumers who consume pop noodle productsin Padang city amounted to one
hundred respondents. The sampling technique is purposive sampling. The data used is
primary data through questionnaires. Data analysis method used is multiple linear regression
analysis. Test the hypothesis by usingthe T-test statistical test toprove the effect ofthe
independent variableon the dependent variable partially or individual. The results of this
study found the brand awareness and brand loyalty positive and significant effect on the
expansion of the brand, while brand image is not positive and significant effect on the
expansion of the brand instant noodles in a cup Pop Mie in Padang .Suggested to the instant
noodle products to pay attention to Brand Awareness, Brand Image and Brand Loyaltyin the
future in order to Brand Extension will be increased.
Keywords: brandawareness, brand image, brandloyalty, brand extension