PENGARUH PESAN IKLAN DAN PRSEPSI KUALITAS TERHADAP NIAT BELI PRODUK ASUS ZENFONE 3 MAX (Studi pada Pengujung WTC Surabaya)
Abstract: The rise of the
technology and information bring a big impact to people. One of them , are the
smartphone products. Demand of the bigger smartphone product, becomes an
opportunity for manufacture as Asus to sell their products. Had occupying the
position of the crest on the market smartphone in Indonesia, Asus losing market
. So, Asus roll out the leading product, Asus ZenFone 3 max. In order to
controlling market back , Asus trying to understand behavior of their consumer
with a focus on issues capable of effecting purchase intentions , which
advertising message and consumen’s perceive of quality. The kind of this
reseach is quantitative. The population of this reseach were World Trade Center
Surabaya visitors aged 18-50 years, that have not smartphone product Asus
ZenFone 3 Max, the total of sampel were 110 respondents. Sampling technique
used non-probability sampling and usesd incidental sampling technique. The
scale of measurenment used Likert scale. The statistics analyze used multiple
regression with BM SPSS Statistics 20 program. The result shows that have
effect of advertising message and perceive of quality on purchase intentions.
Based of the result t test showed that advertising message variable and
perceive of quality variable have influence on purchase intentions and have positive
relationship.
Keywords: advertising message,
perceive quality, purchase intention
Penulis: INA ISNANI Z.N
Kode Jurnal: jpmanajemendd171176
