PENGARUH KREATIVITAS IKLAN TERHADAP LOYALITAS KONSUMEN PRODUK PASTA GIGI PEPSODENT DAN CLOSE-UP

This research aimed to determine the influence of advertisement creativity to the consumer loyalty in University of Muhammadiyah Yogyakarta using variable A1DCA. Hypothetical proposed in this research are: (a) There are influences of attention, interest, desire, confidence and action to consumer loyalty, (b) There are influences of attention, interest, desire, confidence and action partially to the consumer loyalty, (c) There are dffirences in attention, desire, confidence and action between Isepsodent and Close-up toothpaste products. Subject in this research were students of Muhammadiyah University of Yogyakarta, with samples amount to 60 people. The method of sample collection through non-probability was using purposive sampling technique. Data was obtained through primary data by distributing the questionnaires. Data analysis was performed using double regression analysis and test of difference using independent sample t test. The results: (a) There are influences of attention, interest, desire, confidence and action together to consumer loyalty, (b) There are influences of attention, interest, desire, confidence and action towards partially to the consumer loyalty, but the action variable did not have any influence to the loyalty of consumer of Pepsodent toothpaste (c) There is no dWerence in attention, interest, desire, confidence and action between Pepsodent and Close-up toothpaste products.