PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE SERTA DAMPAKNYA KEPADA WORD OF MOUTH COMMUNICATION PENGGUNA MOBIL DAIHATSU AYLA DI WILAYAH JAKARTA

KUSUMA, TAUFIK ADE (2016) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE SERTA DAMPAKNYA KEPADA WORD OF MOUTH COMMUNICATION PENGGUNA MOBIL DAIHATSU AYLA DI WILAYAH JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Taufik Ade Kusuma, 2016; The Influence of Product Quality and Price toward Brand Image and Its Impact on Word of Mouth Communication User Ayla Daihatsu Car In The Jakarta. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of this study was to: (1) determine the significant influence product quality and price toward word of mouth communication Daihatsu Ayla, (2) determine the significant influence product quality and price toward brand image of Daihatsu Ayla, (3) the effect of significantly brand image toward word of mouth communication Daihatsu Ayla, (4) the effect of product quality and price toward word of mouth communication through brand image as a mediating variable cars Daihatsu Ayla. Methods of data collection using survey methods. The object of this study was 230 respondents which owns and or merely use the car Daihatsu Ayla. Data analysis using SPSS version 20 and SEM (Structural Equation Model) of a statistical package LISREL 8.7 to process and analyze the research data. The results of descriptive test explained that the product quality provided with good quality but in the delivery to the consumer is less good, the prices are cheap and a good brand image to cover the shortfall of the delivery. So users tend to assume that good and still choose cars Daihatsu Ayla. The hypothesis test shows: 1) the influence of product quality toward brand image by 88%, 2) the influence of price toward brand image by 12%, 3) the influence product quality toward word of mouth communication by 94%, 4) the influence price toward word of mouth communication by 9% 5) the influence brand image toward word of mouth communication by 8%. 6) the influence product quality toward word of mouth communication mediated brand image by 71% 7) the influence price toward word of mouth communication mediated brand image by 11%. Keywords: product quality, price, brand image, word of mouth communication

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