Analisis Pengaruh Daya Tarik Iklan dan Kelompok Acuan terhadap Perpindahan Merek pada Laptop Toshiba dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus pada eks-Konsumen Toshiba di Kota Semarang)
Abstract: Tight Industrial
Competition makes Toshiba brand 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 brand switching on Toshiba laptops with brand
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 brand laptop and switch into other brands. The analysis method used is
maximum likelihood test with AMOS program 22.0 version.
The results showed that the advertisement appeals and reference groups
have a positive effect on brand switching either directly or through brand
image variables. Where the variable of advertisment appeal has the greatest
influence on brand switching, followed by brand 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
