Pengaruh advertising dan autobiographical memory terhadap brand image serta dampaknya pada brand loyalty: studi kasus pada es krim magnum di Jakarta Selatan

The aim of study is to analyze the influence of advertising and autobiographical memory on brand image and the impact against brand loyalty on Magnum ice cream consumers in South Jakarta. This study is case study with study method, it is quantitative method. The data source for this study is primary and secondary data. The data collecting technique is questioner with 52 questions which is distributed to 80 respondents. This study is conducted in South Jakarta with respondents who have consumed Magnum ice cream at least 3 times and respondents who have seen, read, or heard the Magnum advertisement. The sampling technique is non probability sampling technique and purposive sampling method. The data analysis method is hypothesis testing, in this study is using the path analysis. The study result is indicated that in sub structure I, the advertising partially has no significant effect on brand image in the amount of 16.8%. While, autobiographical memory has significant effect on brand image by 38.3%. Simultaneously, advertising and autobiographical memory have significant effect on brand image. In the sub structure II, the advertising partially has significant effect on brand loyalty by 31%. While autobiographical memory has no significant effect on brand loyalty by 19%. Moreover, the brand image has significant effect on brand loyalty by 43%. Simultaneously, advertising, autobiographical memory, and brand image have significant effect on brand loyalty. Based on determination coefficient analysis (R2) on sub structure I can be seen from R square by 26%. Those numbers have purposed that the impact of advertising and autobiographical memory on brand image simultaneously by 26%. While the remaining amount by 74% (100% - 26) is influenced by other variables. Determination coefficient analysis (R2) on sub structure II can be seen from R square by 59.1%. Those numbers have purposed that the impact of advertising, autobiographical memory and brand image on brand loyalty simultaneously by 59.1%. While the remaining amount by 40.9% (100% - 59 %) is influenced by other variables