TA DIGITAL
Analisis pengaruh kualitas produk, harga dan daya tarik iklan terhadap minat beli indhihome : studi kasus di Semarang
THE INFLUENCE OF PRODUCT QUALITY, PRICE AND ADVERTISING APPEAL ON THE WILLINGNESS TO BUY INDIHOME ( CASE STUDY IN SEMARANG ).
Indihome is a new innovation product of Telkom so the company wants to know people’s willingness to buy Indihome. The objective of this final report was to find out the influence of product quality, price and advertising appeal on the willingness to buy indihome in Semarang Region. The sampling technique used in this research was simple random sampling to select the respondents. Questionnaires, and literature studies were the instruments used to collect data. Questionnaires were distributed to 100 respondents.Multiple linear regression coefficient was used to analyze the data. Regression analysis was used to determine the influence of product quality, price and advertising appeal on the willingness to buy indihome for Semarang Region.The data showed that the calculation of regression coefficient was Y= 5,151 + 0,220 X1 + 0,279 X2 + 0,402 X3 . It means that there was positive influence on the willingness to buy indihome. The most influential independent variables on the dependent variabel was a advertising appeal (0,402), followed by the price (0,279) and followed by the product quality. While F test indicated that independent variable simultaneously influences the willingness to buy significantly. Coefficient determination was 0,616, it means that 61,6% of willingness to buy could be explained by product quality, price and advertising appeal. Meanwhile, other part of 38,4% of willingness to buy was influenced by other variables, possible sales promotion, personal selling, people,
place, process.
Keywords: Quality of Product, Price, Advertising Appeal, Willingness to Buy
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