Pengaruh Paparan Iklan, Keyakinan Akan Manfaat Merek, Dan Keyakinan Akan Image Merek Pada Pembentukkan Sikap Konsumen Terhadap Merek Sepeda Motor Yamaha Mio Soul

Oleh :
Sugiarsi - F1207577 - Fak. Ekonomi dan Bisnis

ABSTRACT The objective of research is to find out the advertisement exposition, belief in the use of brand, and belief in brand image on the consumer’s attitude building to Mio Soul brand. This research belongs to a causal research with survey method used to describe a causal relationship. The population target of research was the college students existing in Surakarta that ever saw advertisement of Mio Soul Yamaha starred by Desti. The sample was 120 respondents. The sampling technique employed was non probability convenience sampling. The result of multiple linear regression analysis indicates that the advertisement exposition affect the consumer’s attitude building to Mio Soul, the better the advertisement exposure shown in television, the more positive the consumer’s attitude building to the brand is. The second indication is that the belief in the use of brand affects the consumer’s attitude building to the brand, the more positive the belief in the use of brand, the more positive the consumer’s attitude building to the brand is. The third indication is that the belief in the brand image affects the consumer’s attitude building to Mio Soul, the more positive the belief in the brand image, the more positive the consumer’s attitude building to the brand is. Considering the explanation above, it can be concluded that the advertisement exposition, belief in the use of brand, and belief in brand image affect the consumer’s attitude building to Mio Soul brand. Keywords: Utilitarian, hedonic, brand, attitude