PENGARUHPERSEPSI KUALITAS PRODUK DAN KUALITAS PESAN IKLAN TERHADAP MINATBELIDIMEDIASI CITRA MEREK DANSIKAP TERHADAP MEREK (Studi Kasus pada Pasta Gigi Formula di Jakarta)

FRANJAYA, EDDY (2013) PENGARUHPERSEPSI KUALITAS PRODUK DAN KUALITAS PESAN IKLAN TERHADAP MINATBELIDIMEDIASI CITRA MEREK DANSIKAP TERHADAP MEREK (Studi Kasus pada Pasta Gigi Formula di Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this study is to analyze the effect of product quality and advertising message quality on brand image and attitudes toward the brand and its impact on the purchase intention Formula toothpaste. The Exogenous variable were product quality and advertising message quality, with brand image and attitudes toward the brand is an intervening variable. While the purchase intention is an endogenous variable. Primary data were collected by using questioner .Using Non Probability sampling by accidental sampling, total 100 samples were obtained from the consumers of Formula toothpaste. From the results of the data processing, the product quality variables affected to the brand image variables, brand image also has influenced to the attitudes toward the brand influenced the purchase intention, While the product quality and advertising message quality has not influenced the purchase intention directly. The conclusion of this study, in order to influence attitudes toward the brand and its impact on the purchase intention of the Formula toothpaste, the companies should focus on product quality to achieve brand image level that is not too far away with the quality of competitors' products also maintain the superiority of the brand image. Keywords : brand image, product quality, advertising message auality, attitudes toward the brand, purchase intention Penelitian ini bertujuan untuk mengetahui Persepsi Kualitas Produk dan Kualitas Pesan Iklan berpengaruh terhadap Citra Merek dan Sikap terhadap Merek serta dampaknya terhadap Minat Beli. Variabel eksogen yang diteliti dalam penelitian ini adalah variabel Persepsi Kualitas Produk dan Kualitas Pesan Iklan, dengan variabel intervening Citra Merek dan Sikap terhadap Merek. Sedangkan Minat Beli menjadi variable endogen. Dalam penelitian ini, pengumpulan data dilakukan melalui metode survei. Kuesioner di sebar kepada konsumen yang telah menggunakan pasta gigi Formula. Teknik. Sampel yang digunakan menggunakan Non Probability sampling dengan teknik accidental sampling dimana konsumen yang berada di tempat kejadian saat penelitian berlangsunglah yang menjadi sampel penelitian. Dari hasil pengolahan data didapatkan variable Persepsi Kualitas Produk berpengaruh terhadap variable Citra Merek, variabel Citra Merek berpengaruh Sikap terhadap Merek, variabel Sikap terhadap Merek berpengaruh terhadap Minat Beli, sedangkan variable Persepsi Kualitas Produk dan Kualitas Pesan Iklan tidak berpengaruh langsung terhadap Minat Beli. Kesimpulan dari penelitian ini, untuk dapat mempengaruhi Sikap terhadap Merek dan dampaknya terhadap Minat Beli pasta gigi Formula, perusahaan harus fokus kualitas produk untuk meningkatkan Citra Merek pasta gigi Formula agar tidak terlalu jauh dengan kualitas produk pesaing dan jugamempertahankan keunggulan dari citra merek. Kata kunci : citra merek, kualitas produk, kualitas pesan iklan, sikap terhadap merek

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