PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PADA CV. LARIS MOTOR CABANG AIR HAJI

Helmi Indra Pranata and Riri Mayliza

No d9qsu, OSF Preprints from Center for Open Science

Abstract: This study aims to determine the effect of Integrated Marketing Communication and Brand Equity on Consumer Loyalty on CV. Motorcycle Selling Air Haji Branch. The variables in this study are Integrated Marketing Communication (X1), Brand Equity (X2) and Consumer Loyalty (Y). 78 respondents were used, the sampling technique used was purposive sampling method. Data collection used questionnaires, while data analysis techniques were carried out using multiple linear regression analysis. The results showed that the integrated marketing communication variables had a positive and significant effect (0.047 <0.05) on consumer loyalty decisions. Brand equity variables have a positive and significant effect on consumer loyalty (0.003 <0.05). It is expected that the next researcher will be able to use research as a reference which will provide a comparison in conducting further research and beneficial for companies.

Date: 2019-03-19
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:d9qsu

DOI: 10.31219/osf.io/d9qsu

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