HUBUNGAN CITRA MEREK DAN INTENSITAS WORD OF MOUTH DENGAN KEPUTUSAN PEMBELIAN PASCO DI CITRA LAND SEMARANG

Abstract

Unachieved target from Pasco product made the company to have some methods in marketing its product. Through word of communication, product would often be spoken and created different brand image for the product itself, which can affect consumer decision to purchase a product. This research is to know the relation of brand image and word of mouth intensity in decision of purchasing Pasco in Citra Land Semarang, using non-probabilty sampling techniques with population sample taken as many as 60 respondent, domiciled in Semarang with provision know the product and never bought before. The result is there’s a relation between brand image variable with decision of purchasing Pasco in Citra Land Semarang, using The Reasoned Action Theory can be proven by the analysis of Kendall’s Tau Correlation, the number of significance is 0,000 or highly significance and the correlation value is 0,454. This research is also known that there is relation between word of mouth intensity with decision of purchasing Pasco in Citra Land Semarang. The relation of these two variables is using the concept Mowen and Minor’s. By the analysis of Kendall’s Tau correlation, the number of significance is 0,404 or not significance and the correlations value is 0,001 which means that the second hypotesis is proven.