PENGARUH ASOSIASI MEREK DAN PERLUASAN MEREK TERHADAP CITRA MEREK PASTA GIGI PEPSODENT DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of brand associations and brand
extension to the brand image on Pepsodent toothpaste in the Padang city. The population in
this study were all customers ever bought and are using Pepsodent toothpaste in the Padang
city. The sampling technique used purposive sampling, while the number of samples used sixty
people. The analysis techniques data used multiple linear regression. In this study using two
variables, the brand associations and brand extension. The variables that have a significant
influence on brand image is the brand extension, while the brand association has no effect on
brand image. This study provides practical recommendations for the management of the
Pepsodent, which it as continue to improve brand extension in the future. This is due to the
brand extension have a significant influence to the brand image on Pepsodent toothpaste in the
Padang city.
Keywords : brand associations, brand extension and brand image