ANALISIS PENGARUH KESESUAIAN CITRA DIRI, KUALITAS PRODUK DAN IKLAN PRODUK TERHADAP KESUKAAN MEREK TEH SIAP MINUM DALAM KEMASAN “TEH BOTOL SOSRO” (Studi Pada Konsumen Teh Botol Sosro di Kota Semarang)

Abstract

By the progress of instant tea industry in packaging in Indonesian, so the company must be able to determine appropriate marketing strategy so that business can survive and win the competition. To expands market share, then the company should be able to know what is needed or expected by consumers. The emergence of many distributors of instant tea in packaging today, making consumers get many options before deciding to chooseinstant tea in packaging. Many factors are considered by consumers before choosing a product, there are self-image, quality products, and advertising The purpose of this researchis to determine the effect of self-image, quality products, and advertising on brand preferences. This research uses accidental sampling method, which is anyone who happened to meet with the researchers can be sampled if deemed suitable, the sample in this researchis 100 people. Data collection is conducted using questionnaires.Population in this research is consumers of “Teh Botol Sosro” in Semarang. The results of multiple regression is Y = 0,471 X1 + 0,335 X2 + 0,235X3the most influential independent variable on the dependent variable is the self- imagevariable(0,471),followed by quality product variable (0,335) and the last is advertising variable. The result of t-test prove that all of the independent variables(self-image, quality products, and advertising)have a positive influence on the dependent variable that is brand preferencesa bottled tea “Sosro” in Semarang. Based on the consumers’ opinion,the three independent variables considered important when choosing a bottled tea product “sosro” in semarang. And the result of adjusted R2 is0,503. It means that 50,3 % of quality products can be explained by the variable self – image, product quality and advertising. While the remaining 49, 7% is influenced by other variables not examined in this research