ANALISIS PENGARUH IKLAN, KUALITAS DAN HARGA TERHADAP BRAND ATTITUTE MOTOR MEREK SUZUKI (Studi Kasus Pada Pengunjung Mall Ciputra Semarang)

Abstract

This researchj is background because happens change in business environment likes technology development existence, global rivalry, and clever customer especially in will determine motor that be buyed it. aim melakukannya this watchfulness detects advertisement influence, quality and price, towards brand attitute brand motorcycle Suzuki. This research is done towards motor customer suzuki at mall visitor environment ciputra semarang, because this latest some years is motorcycle sale experiences depreciation and society interest decreases in brand motorcycle suzuki. after done book observation, and hypothesis arrangement, data is gatherred to pass method kuesioner that scattered to 100 respondents by using method purposive sampling. analysis method that used quantitative analysis and qualitative analysis uses simple linear regression analysis and doubled linear regression with data processing uses spss version. 14 for windows. then done analysis with existing data uses validity test, reliabilitas, classic assumption test, regression analysis moves and hypothesis testing uses test f, test t and determination test. Research result shows there influence significant between advertisement, quality and price, towards brand attitute brand motor suzuki. variable big influential towards brand attitute brand motorcycle Suzuki advertisement variable and factor the influence smallest towards brand attitute brand motor Suzuki variable price.