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Nafiah Ariyani, Nafiah
Sahid University
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Journal : Jurnal Scientia

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Building brand perception through message consistency: a qualitative study in the retail industry Yudith Sitinjak; Nafiah Ariyani
Jurnal Scientia Vol. 13 No. 01 (2024): Education, Sosial science and Planning technique, 2024
Publisher : Sean Institute

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Abstract

This research aims to analyze the effect of message consistency on brand perception in the retail industry. Message consistency in marketing communications is an important factor that can help consumers understand and remember the brand better and form positive perceptions. This research uses qualitative methods through surveys and interviews with consumers in the retail sector. The research results show that message consistency has a significant influence on brand perception. Consumers tend to have positive perceptions of brands whose messages are consistent across all communication channels. However, this research also found that message consistency is not the only factor that influences brand perception. Other factors such as product quality, customer service, and brand reputation also play an important role. Therefore, it is advisable for retail companies to not only focus on message consistency, but also consider other factors in their marketing strategy. This research contributes to the marketing literature by providing further understanding of how message consistency influences brand perception in the context of the retail industry.
Co-Authors Ade Suherlan, Ade Afriza, Eka Dana Akhmad Fauzi Ani Purwati, Ani Anna Kurniawati Bambang Juanda Berewot, Juliana Bernard Hasibuan Budi Rahayu Budiana, Mohamad Arief Didi Susanto, Didi Edi Setiawan eko harsono Erdi Adrimurlan Chaniago Farhat Umar Farhat Umar Fatmawati, Yeni Hairun Nissa, Hairun Handaningtias, Uliviana Restu Haris Kadarisman Indra Novianto Adibayu Pamungkas Irfan Syauqi Beik Ispriyahadi, Heri Kadarisman, Haris Kholil Kholil Laila Febrina Levyda Levyda Lomban, Ario Akbar Mayang Riyantie, Mayang Mira Septiani Mira Septiani Mira Septiani MULYASANTOSA, Nandang Oktrainal, Rijalul Fikri Pertiwi, Ratih Prihartadi, Bambang Rahmawati Rahmawati Ramli, Soehatman Rayung Wulan Reskadarto, Nanang Rico, Rico Royanul Arief Sari Narulita Septiani, Mira Sigit, Ridzki Rinanto Sjakbani, Sjahru Soraya, Haniifah Sri Hidayati Sugiarto S Syamsul Arifin Tanjung Prasetyo TATAN SUKWIKA Tri Agus Yuarsa Umaimah Wahid Widyanto Widyanto William William Yudi Kristiyadi Yudith Sitinjak