PENGARUH KUALITAS PERSEPSIAN, CITRA MEREK, DAN KUALITAS PESAN IKLAN TERHADAP MINAT BELI YANG DIMEDIASI OLEH SIKAP KOGNITIF TENTANG MEREK (Studi pada Pengguna SmartphoneMerek Blackberry di Yogyakarta)
ABSTRACT: This research aims
to examine the effect of perceived quality,
brand image and
quality of the
advertising message to the buying interest is mediated by cognitive attitudes
towards the brand users of Blackberry smartphone. Increased sales of Blackberry
smartphones are fantastic in Indonesia have not been able to boost the position
of Blackberry smartphones in the first position. Data showed that smartphone
ownership is increasing in Indonesia every year and this is the essence of the issues raised
in this study. This
study analyzes the factors that influence the buying
interest is mediated by cognitive attitudes towards the brand. In this study developed
a theoretical mode of the proposed nine hypotheses to be tested using
Structural Equation Model (SEM) by
AMOS software 18. This
research was conducted by
distributing questionnaires to survey the 115 respondents. Respondents were
obtained through purposive sampling technique, the respondents were selected
based on certain goals established researcher. The results of this study show
that the perceived quality, brand image and quality of advertising message that
will affect higher cognitive attitudes towards the brand that serves as a third
mediating variables to increase buying interest.
Keyword: perceived quality,
brand image, quality of advertising message, cognitive attitude, brand, buying
interest
Penulis: Meta Apsari
Kode Jurnal: jpmanajemendd140522
