PENGARTIH BRAND AWARENESS, BRAND ASSOCIATION DAI\[ PERCEIVED QUALITY TERIIADAP MINAT BELI INDOMIE DI KELURAHAN GISIKDRONO SEMARANG

Abstract

The research was motivated by the emergence of new phenomen4 especially the various brand of instant noodle products in Indonesia more intense. The producers of instant noodles in Indonesia are competing to create the instant noodle product quality and popular society. lndomie, as tle market leader in instant noodles in Indonesia face the arival of a competitor who is not less great is Mi Tuberose. lndomie has taken action in order to keep consumers make purchases of Indomie instant noodle. The purpose of this study was conducted to analyze the influence of brand awareness, brand Association and the perceived quality of the buying interest in the Village Gisikdrono indomie Semarang. The research was conducted on consumers who buy at the village Gisikdrono indomie Semarang, and the number of samples is detennined using the 100 respondents with non probality sampling method. The method of analysis used is quantitative analysis. Data that meets the test of validity, reliability testing, and test the classic assumption made by multiple regression analysis and hypothesis testing Based on the results ofthe analysis it can be concluded: brand awareness have a positive inlluence on the buying interest, brand association have a positive influence on the buying interes! there is a positive influence on perceived quality of the buying interes! there is a positive influence of brand awareness, brand association and perceived quality of the buying interest. Value of coefficient of determination (Adjusted R Square) is equal to 0.765 or 76.5Vo mean variation can be explained by the interest in brand awareness, brand association and perceived quality of the remaining 76.50/o and 35.5Yo influenced by other factors.