PENGARUH BRAND IMAGE, HARGA, IKLAN TELEVISI, DAN PERCEIVED QUALITY TERHADAP MINAT BELI ULANG PRODUK MINUMAN ISOTONIK SIAP MINUM

TUA, FERDY PAIDO (2015) PENGARUH BRAND IMAGE, HARGA, IKLAN TELEVISI, DAN PERCEIVED QUALITY TERHADAP MINAT BELI ULANG PRODUK MINUMAN ISOTONIK SIAP MINUM. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT FERDY PAIDO TUA. 8215139072. The Impact of Brand Image, Price, Advertisement on Television, and Perceived Quality to Repurchase Intention Isotonic Drink Products Ready to Drink. 2015. The purpose of this study was to: (1) to test empirically the impact of brand image to repurchase intention isotonic drink products ready to drink, (2) to test empirically the effect of price to repurchase intention isotonic drink products ready to drink., (3) to test empirically the effect of advertisement on television to repurchase intention isotonic drink products ready to drink, and (4) to test empirically the effect of perceived quality to repurchase intention isotonic drink products ready to drink. The population in this research that the students of Management Departement Faculty of Economics State University of Jakarta are active and registered in the even semester 102 years from 2014 to 2015 as many as 736 students. The number of samples are determined by the Slovin formula as many as 260 respondents with purposive sampling method which is student of Management Departement Faculty of Economics, State University of Jakarta ever buy and consume isotonic drink products ready to drink. The data analysis using SEM (Structural Equation Modeling) AMOS version 21. The results of hypothesis testing showed: (1) brand image has positive and significant impact to repurchase intention isotonic drink products ready to drink, proven through testing that generate value C.R 2041 > 2.00 and P 0.041 < 0.05 which means that the first hypothesis is accepted, (2) price has not positive and not significant impact to repuchase intention isotonic drink products ready to drink, proven through testing that generate value C.R 0334 < 2.00 and P 0.231 > 0.05 which means that the second hypothesis is rejected, (3) advertisement on television has not positive and not significant impact to repurchase intention isotonic drink products ready to drink, proven through testing that generate value C.R 1197 < 2.00 and P 0.738 > 0.05 which means that the third hypothesis is rejected, and (4) the perceived quality has positive and significant impact to repurchase intention isotonic drink products ready to drink, proven through testing generate value C.R 3195 > 2.00 and P 0001 < 0.05 which means fourth hypothesis is accepted. Keywords: brand image, price, advertisement on television, perceived quality, repurchase intention

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