STUDI TENTANG SIKAP KONSUMEN ATAS MEREK TOLAK ANGIN (PADA MAHASISWA FE UNDIP SEMARANG)

Abstract

ABSTRACT Competition in the increasingly competitive marketing world, so sue the producers competing with each other to communicate the products they offer to the market with the best possible way. Based on existing problems, namely a decrease Brand Index Tolak Angin, hence in this study will discuss how much influence attractiveness of advertising, experiential marketing and brand awareness on consumer attitude toward brand Tolak Angin so as to create positive consumer attitudes. This research model proposed three hypotheses, namely: Advertising Appeals positive effect on brand awareness (hypothesis 1); Experiential Marketing Brand Awareness positive influence (hypothesis 2); Brand Awareness positive effect on the Consumer Attitudes towards Brands (hypothesis 3). Sampling using non purposive sampling technique in which the determination of sample based on certain considerations and meets the prescribed criteria, while the criteria of the respondents were students who seen the advertising and Tolak Angin had consumed. The number of respondents was 120 respondents. Data were analyzed using SEM (Structural Equation Model) from the AMOS software package 16. Proposed research model can be accepted with the assumption of value Standardized Residual Covariance no values exceeding ± 2.58 and Determinant of Covariance Matrix 35,156. Measurement of exogenous and endogenous constructs in the confirmatory analysis and testing using a full feasibility test model was analyzed using SEM where the value of the Goodness of Fit Chi Square = 133.729; probability = 0.112, GFI = .892, AGFI = 0.856, CFI = .966, TLI = 0.984; RMSEA = 0.037; CMIN / DF = 1.163. Based on these results we can conclude that the model proposed is acceptable. Keywords: Advertising Appeals, experiential marketing , brand awareness, brand attitude ABSTRAKSI Persaingan di dunia pemasaran semakin kompetitif, sehingga menuntut para produsen saling berlomba-lomba untuk mengkomunikasikan produk yang mereka tawarkan ke pasar dengan cara sebaik mungkin. Berdasarkan permasalahan yang ada, yaitu adanya penurunan Brand Index Tolak Angin, maka dalam penelitian ini akan membahas seberapa besar pengaruh daya tarik iklan, experiential marketing dan kesadaran merek terhadap sikap konsumen terhadap merek Tolak Angin sehingga tercipta sikap konsumen yang positif. Model penelitian ini mengajukan 3 hipotesis, yaitu: Daya Tarik Iklan berpengaruh positif terhadap Kesadaran Merek (hipotesis 1); experiential Marketing berpengaruh positif terhadap Kesadaran Merek (hipotesis 2) dan Kesadaran Merek berpengaruh positif terhadap Sikap Konsumen terhadap Merek (hipotesis 3). Teknik sampling menggunakan non purposive sampling dimana penentuan sampel berdasarkan pertimbangan tertentu dan memenuhi kriteria yang ditentukan Sedangkan kriteria responden adalah mahasiswa yang pernah melihat iklan dan mengkonsumsi Tolak Angin . Jumlah responden adalah 120 responden. Teknik analisis data menggunakan SEM (Structural Equation Model) dari paket software AMOS 16. Model penelitian yang diajukan dapat diterima dengan asumsi nilai dari Standardized Residual Covariance tidak ada yang melebihi ± 2,58 dan nilai Determinant of Covariance Matrix 35,156 Pengukuran terhadap konstruk eksogen dan endogen di uji menggunakan analisis konfirmatori dan uji kelayakan full model dianalisis menggunakan SEM dimana nilai dari Goodness of Fit Chi square = 133,729; probabilitas = 0,112; GFI = 0,892; AGFI = 0,856; CFI = 0,966; TLI = 0,984; RMSEA = 0,037; CMIN / DF = 1,163. Berdasarkan hasil tersebut maka dapat disimpulkan bahwa model yang diajukan dapat diterima. Kata kunci : daya tarik iklan, experiential marketing, kesadaran merek dan sikap konsumen terhadap merek