ANALISIS PENGARUH EFEK KOMUNITAS DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DAN IMPLIKASINYA TERHADAP SIKAP TERHADAP MEREK (ATTITUDES TOWARD BRAND) PADA KONSUMEN NOTEBOOK MEREK ACER DI KOTA SEMARANG

Abstract

Background of the research is rivalry of information technology industry specifically notebook which recently competes firmly. In the beginning of Notebook Acer emergence in the 1976, is a small industry and the market of Acer is decreased. But, with the market expansion of Acer, the market of Acer is increase. Market share and selling is increase too. The increase of Acer selling is indication growing up of customer satisfaction. The growing up of customer satisfaction will affect attitudes toward brand of Acer. The research specifically examines community effect, product quality and customer satisfaction and the implication to attitudes toward brand. The objective of the research is empirically analyzing the influence of community effect, product quality concerning of customer satisfaction and the implication toward attitudes toward brand. After conducting review related literature and arranging hypothesis, data is got from spreading questioner to 100 customers of Notebook Acer. The data is got by using purposive sampling and then the data is analyzed quantitatively and qualitatively. Quantitative analysis covers some matters; they are validity and reliability examinations, classic assumption examination, analysis double regression, and hypothesis examination. The hypothesis examination is done F examination, and coefficient determination (R2). Qualitative analysis is the interpretation of the data got from the research and the result of data tabulation which have been done by giving information and explanation. The result of the research shows that collectively or simultaneously community effect variable is influential toward customer satisfaction. Influence of community effect toward customer satisfaction is 138,407 with significance level 0.000. on the other hand customer satisfaction variable is influential toward attitudes toward brand is 166,623 with significance level 0.000. Partially based on the results of t test, variables in this study has a positive effect and significant in which community effect has the greatest influence than other variables in this study is 0,699, whereas product quality has the lowest one that 0,219. On the contrary customer satisfaction has the influence toward attitudes toward brand is 0,794. Based on F test results indicate that simultaneously, variables in this study that are community effect, and product quality has positive effect and significant on customer satisfaction. On the contrary customer satisfaction has positive effect and significant on attitudes toward brand.