Paket Lengkap Analisis Efek Daya Tarik Iklan Dan Kelompok Pola Terhadap Perpindahan Merek Pada Laptop Toshiba Dengan Gambaran Merek Sebagai Variabel Intervening (Studi Kasus Pada Eks-Konsumen Toshiba Di Kota Semarang)

Abstract: Tight Industrial Competition makes Toshiba merk laptops has declined percentage in Top Brand Index for three consecutive years although its position is currently still ranked second, but at the same time other brands have increased their Top Brand Index.

This study aims to analyze the influence of advertise appeals variable and the reference group into merk switching on Toshiba laptops with merk image as intervening variable. The technique used in sampling on this study is non probability sampling with 130 respondents who have the criteria ever used Toshiba merk laptop and switch into other brands. The analysis method used is maximum likelihood test with AMOS aktivitas 22.0 version.

The results showed that the advertisement appeals and reference groups have a positive effect on merk switching either directly or through merk image variables. Where the variable of advertisment appeal has the greatest influence on merk switching, followed by merk image and the last is the reference group.

Keywords: Advertising, Reference Group, Brand Image, Brand Switching

Penulis: Muhammad Haidar Hanif, Harry Soesanto

Kode Jurnal: jpmanajemendd170962