PENGARUH KUALITAS PESAN IKLAN, KUALITAS PRODUK, KESADARAN MEREK TERHADAP MINAT BELI SERTA CITRA MEREK DAN SIKAP 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, brand awareness, brand image, brand 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 brand image, product quality have positive effect to
brand image, brand awareness have positive effect to brand attitude, brand
image have positive effect on brand attitude, brand image have positive effect
on buying interest, brand attitude influence positive towards buying interest.
Brand image factor is the most influential variable on buying
interest.Keywords: brand ambassador, sales promotion, word of mouth, brand
image, purchase decision
Keywords: quality of
advertising message, product quality, brand awareness, brand image, brand
attitude, buying interest
Penulis: Prita Adisti,
Mudiantono
Kode Jurnal: jpmanajemendd170972
