ANALISIS PENGARUH KUALITAS PRODUK, EFEK KOMUNITAS DAN DAYA TARIK PROMOSI TERHADAP SIKAP MEREK DAN IMPLIKASINYA TERHADAP MINAT MEREFERENSIKAN (Studi Kasus Pada Konsumen Pembalut Charm Mahasiswa Fakultas Ekonomika dan Bisnis UNDIP Semarang)

Abstract

This study aims to analyze influence the variable quality of the product, the effect of community and the attractiveness effect of promotion on brand attitude and brand attitude toward the influence of the variable reference interest. The use of these variable are expected to know the factors that influence aconsumer’s brand attitude directly affects the reference interest a product. This study uses a sample of 150 respondents, is the consumer bandage Charm in the Faculty of Economics and Business Diponegoro University Semarang through the dissemination of the quetionnaire by non random sampling method. Data analysis methods used in this study is a descriptive statistical analysis and regression analysis. Descriptive statistical analysis is the interpretation of data obtained in this study and the data processing which is executed by giving descriptions and explanations. Regression analysis include validity and reliability, the classical assumption test, multiple regression analysis, determination of test, test of Goodness of Fit via the F test and t test. The result of this study is quality of the product, the effect of community and the attractiveness effect of promotion have a positive effect on brand attitude and brand attitude also has a positive effect on the reference interest. Variable of the attractiveness effect of promotion is the most influential of brand attitude and reference interest influenced by consumer attitude toward