ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

Diana Puspita Sari; Claudha Alba Pradhana; Yusuf Widharto

doi:10.24176/simet.v9i2.2412

ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

Diana Puspita Sari - [ http://orcid.org/0000-0003-1989-8925 ]
Claudha Alba Pradhana
Yusuf Widharto

Abstract

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang. Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

Keywords

advertising; sales promotion; brand equity; brand loyalty; structural equation modelling

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DOI: https://doi.org/10.24176/simet.v9i2.2412