In business area that keeps changing, especially in motorcyle industry, the company should be aware of market dynamic. Thus, a company should be able to manage the marketing communication program and maintain its brand relationship. Honda Motorcycle is well-known for biggest market share portion. A phenomenon has found where there is declining on Honda Vario’s Brand Index from 2010-2013. But, if we take a look at its report, during 2010 until 2013, it has spent high expense for advertisement.
Thus, the researcher sees there is problem in it that needed to find the solution. This interesting phenomenon will then be observed to identify whether or not Integrated Marketing Communication (IMC) gives influences towards brand relationship.
Type of research used in this study is explanatory research to explain relation of the IMC(X) towards Brand Relationship(Y). The population is Youth Worker in Bandung and the sample is 100 by using convenience sampling. Data analysis used is path analysis. The value of R-square (R2) in the table is .810 and it has significance level of influence of the independent variable exogenous IMC on brand relationship simultaneously. The highest score of IMC performance is from Event and Experiences with 80.53% and the lowest performance is Word of Mouth with 75.95 %.
Result shows that IMC done by Honda Vario are considered as good performance. Brand Relationship is also considered as good performance by obtaining 80,78%. Honda Vario should focus on improving the performance through its direct marketing, interactive marketing and word of mouth.
Keyword: Integrated Marketing Communication, Brand Relationship, Motorcyle Industry, Honda Vario