Pengaruh Iklan Dan Citra Merek Terhadap Kepuasan Konsumen (Studi Pada Konsumen sepeda Motor Honda PT Helmi Hendra Motor Maja Majalengka)

Penulis

  • Pipih Sopiyan Fakultas Ekonomika dan Bisnis Universitas Majalengka

DOI:

https://doi.org/10.31949/entrepreneur.v1i2.888

Abstrak

This research is motivated by the problem of companies that still use print media to advertisegoods, while currently there is digital technology that is more efficient for advertising andbrand images. This study aims to determine the effect of advertising, brand image onconsumer satisfaction of Honda motorbikes at PT Helmi Hendra Motor Maja either partiallyor simultaneously, using descriptive and verifiative analysis approaches so as to increaseproduct sales and revenue. Testing instruments using validity and reliability tests with a litertscale. The analytical tool used in this research is the Classical Assumption test, theCoefficient of Determination and Multiple Linear Regression. While testing the hypothesisusing the t test for partial and f test for silmutan. It can be seen that advertising is in the goodcategory, brand image is in the good category, and customer satisfaction is in the highcategory. Partially that advertising has a significant effect on customer satisfaction, brandimage has a significant effect on customer satisfaction. Simultaneously, advertising and brandimage have a significant effect on customer satisfaction.

Kata Kunci:

Advertising, Brand Image, Customer Satisfaction

Unduhan

Data unduhan belum tersedia.

Referensi

Kotler, Philip dan Keller. (2007). Manajemen Pemasaran, Jilid I, Edisi Kedua belas, PT. Indeks, Jakarta

Tjiptono, Fandy. (2008). Strategi Pemasaran Edisi 3, Andi : Yogyakarta

Tjiptono, Fandy. (2004). Manajemen Jasa, Edisi Pertama. Yogyakarta: Andi Offset.

Nugroho, J. Setiadi. (2007.) Perilaku Konsumen : Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Utama

Kotler, Philip and Keller, Kevin Lane. (2007). Manajemen Pemasaran. Edisi 12. Diterjemahkan oleh: Benyamin Molan. Jakarta: Indeks

Suhandang, Kustadi. (2005). Periklanan : Manajemen Kiat & Strategi. Penerbit Nuansa. Bandung.

Uyung Sulaksana. (2007). Integrated Marketing Communications. Jakarta: Pustaka Pelajar

Tjiptono, Fandy. (2012). Strategi Pemasaran, ed. 3. Yogyakarta : Andi

Kotler, Philip & Kevin Lane Keller. (2009). Manajemen Pemasaran, Edisi 13 jilid 1. Erlangga : Jakarta.

J. Supranto. (2006). Pengukuran Tingkat Kepuasan Pelanggan : Untuk Menaikkan Pangsa Pasar. Jakarta : Rineka Cipta

Rangkuti, Freddy. (2004). The Power of Brand. Jakarta: PT. Gramedia Pustaka Utama.

Basu Swasta dan T. Hani Handoko. (2008). Manajemen Pemasaran, Analisa Perilaku Konsumen, edisi pertama, cetakan keempat. BPFE :Yogyakarta

Soleha, I., Arifin, R., & Slamet, A. R. (2017). Pengaruh Citra Merek Dan Persepsi Label Halal Terhadap Minat Pembelian Ulang Produk Kosmetik Zoya Malang. Jurnal Ilmiah Riset Manajemen, 6(02).

Andayani, S. A., Sumekar, Y., & Suhaeni, J. S. (2020). Supply chain risk classification shallot agribusiness in the Highland through analytical hierarchy process approach. focus, 8.

Andayani, S. A., & Sumekar, Y. (2020). Prediction analysis model of nira production in arenga pinnata by using adaptive neuro-fuzzy inference system method. Thematics Journal of Botany, 4(2).

Ginanjar, Y., Rahmayani, M. W., & Riyadi, W. (2019). Identifikasi faktor penyebab tingkat audit delay di bursa efek indonesia. Jurnal Kajian Akuntansi, 3(2), 210-222.

Amin, M. A. S. (2020). Communication Activities Seba Baduy Lebak Regency Banten. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(1), 73-80.

Amin, M. A. S. (2020). Communication Activities in Mitoni Events in Layansari Village (Study of Communication Ethnography Regarding Communication Activities at the Mitoni Event in Layansari Village, Gandrungmangu District, Cilacap Regency in requesting the safety of Mother and Child). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 3(2), 1289-1296.

Unduhan

Abstract Views : 868
Downloads Count: 978

Diterbitkan

2020-07-01

Cara Mengutip

Sopiyan, P. (2020). Pengaruh Iklan Dan Citra Merek Terhadap Kepuasan Konsumen (Studi Pada Konsumen sepeda Motor Honda PT Helmi Hendra Motor Maja Majalengka). Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 1(2), 133–146. https://doi.org/10.31949/entrepreneur.v1i2.888

Terbitan

Vol 1 No 2 (2020): Juli

Bagian

Articles

Lisensi

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

COPYRIGHT NOTICE

An author who publishes in the Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan agrees to the following terms:
1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
2. The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgment of its initial publication in this journal.
3. The author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work