ANALISIS PENGARUH PERSEPSI KUALITAS PRODUK DAN KUALITAS PESAN IKLAN TERHADAP CITRA MEREK YANG BERDAMPAK PADA KEPUTUSAN PEMBELIAN (Studi pada Handphone NOKIA di Kota Semarang)

Abstract

The scores of TOM Ad, TOM Brand and Brand Share in 2009-2011 were decreased with declining market share in 2009 of 36.8 to 30.3 in 2010 as well as the year 2011 decreased to 22.8. This also happened on the Nokia mobile phone sales which was declined in the last 2 years. In 2010 Nokia sold 111.5 million units and as many as in 2011 decreased to 97.8 million units, which decreased 13.6 million units in difference. So this study aims to further examine the influence of the brand image of Nokia brand mobile phone purchasing decisions. Thus the problem formulation in this study is "How to manage the brand image to increase the purchasing decision?" To answer the problem, a model of purchase decisions involving three predictor variables, namely the perception of product quality, the quality of the advertising message, and brand image is developed. Data on perceptions of product quality, the quality of advertising messages, brand image, purchase decisions was obtained through interviews with 100 respondents of the customers who have used Nokia mobile phone, male and female, at least 18 years-old with high school education levels, lives in Semarang, and had witnessed Nokia mobile phone advertising. The results using the techniques of Structural Equation Modeling analysis indicates that the model is fit to population data. While from hypothesis testing showed that all five hypotheses in this study can be accepted and statistically proven, namely that the brand image is influenced by perceptions of quality and quality of advertising messages; and purchasing decisions are influenced by perceptions of quality, the quality of the advertising message, and brand image.