ANALISIS PENGARUH KUALITAS PRODUK, CITRA PERUSAHAAN, PROMOSI DAN BRAND AWARENESS TERHADAP MINAT BELI Studi pada Bukit Anugrah Abadi

Abstract

The purpose of this research was to test the influences of of product quality, promotion corporate image, brand awareness, toward intent to buy. The usage of these variables was able to solve the arising problem within PT Bukit Anugerah Abadi. The Research aims to analyze the influences of factors toward intent to buy, based on the case, a theoretical model and 4 hypotheses are accomplished to be tested using Structural Equation Model (SEM). The sample of this research is PT Bukit Anugerah Abadi customer . From the result of this analysis, Structural Equation Model has fulfilled criteria of Goodness of Fit Index ; X2 (chi square) 93,131, probability 0.256 (≥0.05), RMSEA 0.030 (≤0.08), GFI 0.902 (≥0.90), AGFI 0.861 (≥0.90), TLI 0.979 (≥0.95), CFI 0.983 (≥0.95). The result of the analysis showed that product quality, and promotion strongness an positive influence, which is significant to corporate image, Brand awareness and intent to buy. The empirical result indicated that to increase intent to buy of PT Bukit Anugerah Abadi, management need to pay attention on factors product quality, promotion, because that is the factors that effect high or low level of achieving intent to buy.