ANALISIS PERBEDAAN PERSEPSI KONSUMEN TERHADAP MEREK APLIKASI PESAN INSTAN WHATSAPP DAN LINE BERDASARKAN CITRA MEREK, FITUR, DESAIN DAN KELOMPOK ACUAN
Abstract: This study aimed to
analyze to find out if there is a difference in the perception of costumer from
instant messaging application WHATSAPP and LINE. From this analysis can be
known whether there is
a difference by
age have different
perceptions or have
same perception of application instant messaging WHATSAPP and
LINE, also aims to analyze most dominant variable against consumerperception
and most distinguishes variable between WHATSAPP and LINE.
The population taken in this research are consumers who ever use instan
messaging WHATSAPP and LINE. Samples used in this research some 400 respondents
used by non- probability sampling technique
with approach quota
sampling ( the
sample based on predetermined amount). A method of
analysisis used is quantitative ananlysis that is using Mann- Whitney U.
The variable brand image is a factor that most distinguishes between
instant mesagging aplication WHATSAPP and LINE with Z-value -2,857 then
followed by feature of -2,221, design of
-2,118 and group
referrence of -1,084.
Hypothesis testing is
done using Z
test showed that consumers perception of the difference
from instant messaging application WHATSAPP and LINE occurred against the
variable viewed from brand image ,
feature and design. But consumer perception of differences did not happen to
the variable viewed from group reference variable. While the most dominant
perception based on WHATSAPP respondent are reference group while LINE
respondents are brand image Costumer
age above 25 years old have
more preferable perception on
WHATSAPP compared to who is aged 17-25 years old. Costumer aged 17-25 years old
have more prefereable perception on LINE compared to who is aged above 25 years
old.
Keywords: consumer
perceptions, brand image, feature, design, reference group.
Penulis: Abdi Eliakim Donlezi
Limbong, Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170908
