Peranan Brand Association dalam Membentuk Brand Image pada Produk Multilevel Marketing “TwentyOne Network Amway” (Studi Kasus di Kecamatan Klojen Malang – Jawa Timur)

摘要

This research is purposed to get the empiric evidence about the Brand Association factors to build the Brand Image of Multi Level Marketing product “Twenty-one Network Amway” (case study in Klojen Malang ~ Jawa Timur).  The objective is to know how high the influence of the factors: performance, durabilit, reability and characteristic to create the brand image of MLM product. It is also to identify and determine the dominant factors which create brand image product. Analysis of data to be used in this study include the interdependence methods. Variables are presented as a research hypothesis to be considered together, with the aim to determine the relationship of reciprocity (interrelationship) these variables. The analysis model used in this research in Multiple Regression Analysis. The result stated that factors which are considered by the consumers in building brand image are: performance (14%), durability (12.7%), reability (18.2%), and characteristic (24.5%).