Paket Lengkap Efek Kualitas Pesan Iklan, Kualitas Produk, Kesadaran Merek Terhadap Minat Beli Serta Gambaran Merek Dan Perilaku Terhadap Merek Sebagai Variabel Intervening (Studi Pada Produk Bedak Wajah Viva Cosmetics Di Kota Semarang)

Abstract: This study aims to analyze the variables that affect buying interest in the face powder products Viva Cosmetics. This is based on the existence of problems on facial powder products Viva Cosmetics that decrease Brand Value, decrease Brand Share, TOM Brand and TOM Brand decline. This research uses quality factor of advertising message, product quality, merk awareness, merk image, merk attitude. These variables are considered to contribute substantially in the interest of buying consumers.

The population in this study is respondents who has interest to buy face powder Viva Cosmetics in Semarang City. The sampling technique was done by accidental sampling. With the number of samples 150 respondents. This study has six hypotheses. The analysis tool used in this research is Structural Equation Modeling (SEM).

The result of this research shows that the quality of advertising message have a positive effect on merk image, product quality have positive effect to merk image, merk awareness have positive effect to merk attitude, merk image have positive effect on merk attitude, merk image have positive effect on buying interest, merk attitude influence positive towards buying interest. Brand image factor is the most influential variable on buying interest.Keywords: merk ambassador, sales promotion, word of mouth, merk image, purchase decision

Keywords: quality of advertising message, product quality, merk awareness, merk image, merk attitude, buying interest

Penulis: Prita Adisti, Mudiantono

Kode Jurnal: jpmanajemendd170972