The role of social marketing communication in launching brand extension product on customer purchasing decision and the impact to brand loyalty  

Oleh:

Khoirunnisya ; Masruchin

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 1-10.
Topik: brand extension; marketing communication; corporate social responsibility; brand loyalty.
Fulltext: Khoirunnisya, Masruchin Zuhairi.pdf (369.92KB)

Isi artikel

This study aimed to analyze the influence of brand extension on consumer purchasing decisions Soap products; analyze the effect of marketing communications carried on consumer purchasing decisions; analyze the influence of brand extension and marketing communications together on consumer purchasing decisions Soap products; analyze the influence consumer purchasing decisions on brand loyalty formation Soap product. This research is quantitative descriptive with cross section. Primary data obtained from questionnaires distributed to users Certain soap located in Jakarta, Surabaya and other areas in East Java. Data were analyzed using SPSS version 20. Based on the results of this research note that the brand extension influence consumer purchasing decisions Lifebuoy products; marketing communications, such as CSR, influence consumer purchase decisions towards soap products; brand extension and marketing communications jointly influence consumer purchase decisions towards soap products; consumer purchasing decisions encourage the formation of brand loyalty of these products.

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