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ANALYSIS OF THE EFFECT OF MARKETING COMMUNICATION MIX ON BRAND LOYALTY OF HONDA HATCHBACK JAZZ CAR CASE STUDY AT HONDA WILTOP DEALERSHIP JAMBI CITY

Journal of Business Studies and Management Review · Vol. 6 No. 1 (2023) · pp. 25–31

DOI
10.22437/jbsmr.v6i1.22112
ISSN
2597-6265, 2597-369X
Published
2023-02-08
Publisher
Management Department, Faculty of Economics and Business, Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

The structure of the market causes any business to have been conscious of being a winner. Honda dealers Jambi City as one of the businesses that provide marketing should understand in this situation, only how to determine new targeting strategies, increase sales, but also retain customers, because they can affect the increase in revenue. This thesis is to analyze the effect of marketing communication mix on brand loyalty. products from Honda dealers Jambi City, and the elements of the marketing communication mix that have the most significant effect on customer brand loyalty in Jazz hatchback car products at Honda Jambi dealerships. Respondents to the survey were 95 people responsible for consumer brand loyalty. The data in this study are collectives with questionnaires, interviews and literature. The data analysis used in this study is statistical analysis, such as linear regression with the SPSS 16.0 software program. The results of this study show that almost all variables of the marketing communication mix in brand loyalty in purchasing, and five of them such as advertising, sales promotion, personal sales, direct marketing, publicity, are significantly influenced.

Keywords

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8 authors · 18 co-authorship links

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Co-authorOrganisationJoint articles
Ade Perdana SiregarAffiliation unknown2
Ade Titi NifitaAffiliation unknown2
Ade OctaviaAffiliation unknown1
Yayuk SriayudhaAffiliation unknown1
Fitri WidiastutiAffiliation unknown1
Suswita RozaAffiliation unknown1
Sylvia Kartika WBAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">ANALYSIS OF THE EFFECT OF MARKETING COMMUNICATION MIX ON BRAND LOYALTY OF HONDA HATCHBACK JAZZ CAR CASE STUDY AT HONDA WILTOP DEALERSHIP JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Rosyid, Garry Yuesa </dc:creator>
	<dc:subject xml:lang="en">Brand Loyalty</dc:subject>
	<dc:subject xml:lang="en">Marketing Communications</dc:subject>
	<dc:subject xml:lang="en">Marketing Communications Mix</dc:subject>
	<dc:description xml:lang="en">The structure of the market causes any business to have been conscious of being a winner. Honda dealers Jambi City as one of the businesses that provide marketing should understand in this situation, only how to determine new targeting strategies, increase sales, but also retain customers, because they can affect the increase in revenue. This thesis is to analyze the effect of marketing communication mix on brand loyalty. products from Honda dealers Jambi City, and the elements of the marketing communication mix that have the most significant effect on customer brand loyalty in Jazz hatchback car products at Honda Jambi dealerships. Respondents to the survey were 95 people responsible for consumer brand loyalty. The data in this study are collectives with questionnaires, interviews and literature. The data analysis used in this study is statistical analysis, such as linear regression with the SPSS 16.0 software program. The results of this study show that almost all variables of the marketing communication mix in brand loyalty in purchasing, and five of them such as advertising, sales promotion, personal sales, direct marketing, publicity, are significantly influenced.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2023-02-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/22112</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v6i1.22112</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 6 No. 1 (2022): JBSMR, Vol. 6 No.1, December 2022; 25-31</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/22112/14774</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Garry Yuesa  Rosyid</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>