ANALISIS PERBEDAAN PERSEPSI KONSUMEN TERHADAP MEREK APLIKASI PESAN INSTAN WHATSAPP DAN LINE BERDASARKAN CITRA MEREK, FITUR, DESAIN DAN KELOMPOK ACUAN

Abstract

This study aimed to analyze to find out if there is a difference in the perception of costumer from instant messaging application WHATSAPP and LINE. From this analysis can be known whether there is a difference by age have different perceptions or have same perception of application instant messaging WHATSAPP and LINE, also aims to analyze most dominant variable against consumerperception and most distinguishes variable between WHATSAPP and LINE. The population taken in this research are consumers who ever use instan messaging WHATSAPP and LINE. Samples used in this research some 400 respondents used by non-probability sampling technique with approach quota sampling ( the sample based on predetermined amount). A method of analysisis used is quantitative ananlysis that is using Mann-Whitney U. The variable brand image is a factor that most distinguishes between instant mesagging aplication WHATSAPP and LINE with Z-value -2,857 then followed by feature of -2,221, design of -2,118 and reference group of -1,084. Hypothesis testing is done using Z test showed that consumers perception of the difference from instant messaging application WHATSAPP and LINE occurred against the variable viewed from brand image , feature and design. But consumer perception of differences did not happen to the variable viewed from reference goup variable. While the most dominant perception based on WHATSAPP respondent are Reference Group while LINE respondents are brand image.Costumer age above 25 years old have more preferable perception on WHATSAPP compared to who is aged 17-25 years old. Costumer aged 17-25 years old have more prefereable perception on LINE compared to who is aged above 25 years old.