Pengaruh Empati, Persuasi, Dampak, Komunikasi Terhadap Citra Merek Dikalangan Mahasiswa Program Pasca Sarjana Magister Manajemen Universitas Syiah Kuala Banda Aceh (Studi Kasus Iklan Televisi Air Mineral Merek Aqua)

Abstract

The aims of this study are to investigate and analyze the influence of empathy, persuasion, impact and communication on brand image and to identify of Aqua’s brand on the television ads. The method of this study employed questionnaires as an instrument. The method to collecting sample employed Probability random sampling with Proportional random sampling technique. This technique considers the propotion of sub-population number with a total sample was 150 respondents. In this study, multiple regression analysis is used to investigate the effect of independent on dependent variables. The results of this study indicate that independent variables empathy (X1) is significant effect on brand image, persuasion (X2) is significant effect on brand image, impact (X3) is not significant effect on brand image and communication (X4) is significant effect on brand image.