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THE EFFECT OF BRAND ASSOCIATIONS TOWARD BRAND EQUITY AND BRAND LOYALTY AS INTERVENING VARIABLE OF HONDA MOTORCYCLE IN JAMBI CITY
journal contribution
posted on 2017-01-30, 09:46 authored by Anaseputri Jamira, Ade Octavia, Junaidi JunaidiJunaidi JunaidiThe purpose of this study is to examine the
relationship between brand associations, brand loyalty, and brand equity of
Honda motorcycle in Jambi City. Previous researches have shown controversial
result on how the relationship of brand associations on brand equity and the
role of brand loyalty on it. To analyze brand loyalty as mediating or
intervening variable, SEM with SmartPLS software is used to confirm the
relationship between variables. There are 100 respondents who are as Honda
motorcycle user and decision maker of buying it in Jambi City, that
participated in this research by fulfill questionnaires. The results show that
brand associations and brand loyalty are important variables which each
variable has a strong influence on brand equity, and brand loyalty acts as a
mediating variable that strengthen the effect of brand associations to the
brand equity. The manager of Honda motorcycle is expected to more focus on
resources and marketing activities to build and increase brand associations of
Honda which is as basic of purchasing decision and brand loyalty of consumers.
This study uses more specifics model of Aaker Brand Equity Model, so that in
the future research the complex model can be used, and the researcher can
develop with compare more than one category and brand of product or
services.