Iklan, Asosiasi Merek, dan Keputusan Pembelian

Authors

  • Dian Tauriana Universitas Bina Nusantara
  • Devy Safriliana Universitas Bina Nusantara

DOI:

https://doi.org/10.21512/tw.v10i2.708

Keywords:

advertising, brand association, purchase decision making

Abstract

The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account.

Dimensions

Plum Analytics

Author Biographies

Dian Tauriana, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

Devy Safriliana, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

References

Duncan, T. (2005). Principles of advertising and IMC, 2nd ed., McGraw-Hill.

Kasali, R. (1992). Manajemen periklanan konsep dan aplikasinya, Jakarta: Erlangga.

Kotler, P. (2004). Marketing management, 11th ed., New Jersey: Pearson Education, Inc.

Kotler, P. (2005). Manajemen pemasaran, edisi kesebelas, jilid pertama, Jakarta: Erlangga.

Kuncoro, M. (2003). Metode riset untuk bisnis dan ekonomi, Jakarta: Erlangga.

Lab Manajemen Ekonomi, Fakultas Ekonomi Jurusan Manajemen. (2005). Model praktikum lab statistic, Jakarta: Universitas Bina Nusantara.

Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product and Brand Management, 4(4).

Poeradisastra, T. (2007). Agar merek terus perkasa dan abadi. Diakses tanggal 20 Desember 2008, dari http://www.swa.co.id.

Prasetijo, R., dan Ihalauw, J. (2004). Perilaku konsumen, Yogyakarta: Andy.

Rahardjo, T., dan Farida, S. (2006). Analisis brand association (asosiasi merek) telepon selular nokia, studi kasus pada mahasiswa fakultas ekonomi universitas brawijaya. Journal of Widya Management and Accounting, 6(1).

Rangkuti, F. (2008). The power of brands: Teknik mengelola brand equity dan strategi pengembangan merek plus analisis kasus dengan SPSS, Jakarta: PT Gramedia Pustaka Utama.

Riduwan dan Engkos Achmad Kuncoro.(2007). Cara Menggunakan dan Memakai Analisis Jalur (PATH ANALYSIS). Alfabeta, Bandung.

Rochaety, Ety. (2007). Metodologi Penelitian Bisnis dengan aplikasi SPSS. Wacana Media

Sarwono, J. (2007). Analisis jalur untuk riset bisnis dengan SPSS, Yogyakarta: Penerbit Andi.

Schiffman, L.G., dan Kanuk, L. (2007). Perilaku konsumen, edisi ketujuh, Jakarta: PT Indeks.

Sekaran, U. (2006). Metodologi penelitian untuk bisnis, jilid pertama, edisi keempat, Jakarta: Salemba Empat.

Sekaran, U. (2006). Metodologi penelitian untuk bisnis, jilid kedua, edisi keempat, Jakarta: Salemba Empat.

Sugiyono. (2005). Metode penelitian bisnis, Bandung: CV Alphabeta.

Supangat, A. (2007). Statistika, Jakarta: Prenada Media Group.

Supranto, J. (2000). Statistik, jilid pertama, edisi keenam, Jakarta: Erlangga.

Susanto, A.B., dan Wijanarko. (2004). Power branding: Membangun brand yang legendaries, Jakarta: The Jakarta Consulting Group.

Sutherland, M., and Sylvester, A.K. (2007). Advertising and the mind of customer, Jakarta: PPM.

Tjiptono, F. (2005). Brand management and strategy, Yogyakarta: Penerbit Andi.

Umar, H. (2005). Riset pemasaran dan perilaku konsumen, Jakarta: PT Gramedia Pustaka Utama.

Wells, B., and Moriarty. (2003). Advertising principles and practice, 5th ed., Prentice Hall.

Downloads

Published

2009-09-30

How to Cite

Tauriana, D., & Safriliana, D. (2009). Iklan, Asosiasi Merek, dan Keputusan Pembelian. Journal The Winners, 10(2), 137-147. https://doi.org/10.21512/tw.v10i2.708
Abstract 401  .
PDF downloaded 689  .