ANALYSIS PENGARUH CITRA MEREK, STRATEGI PROMOSI, ATRIBUT PRODUK, HARGA TERHADAP MINAT BERKUNJUNG SERTA PENGARUHNYA TERHADAP MINAT BELI (Studi Empiris pada Pameran Computer di Javamall Semarang)

Abstract

From the data obtained in 2013 Apkomindo been interest and the interest of the public purchasing of computer decreasing. Therefore, the authors are interested to analyze the influence of brand image, promotion strategies, product attributes and price to interest people visiting and buying interest in computer exhibitions in Java Mall Semarang. The population in this study is the visitor to the exhibition in Java Super Mall with a sample of 395 respondents. Collecting data using questionnaires, while the method of analysis using multiple linear regression. The data that have met the test validity, test reliability, and classical assumption processed so as to produce the following regression equation:
Y1 = 25,653+ 0,008X1 + 0,401 X2 + 0,133 X3 + 0,104 X4 + e dan Y2 = 7,910 + 0,122X1 + 0,161 X2 + 0,135 X3 + 0,073 X4 + e
The results using SPSS version 20 which states that: according to the interest of the public visiting the exhibition computer in javamall t> t table with a significant value <0.05, and as did the value of f count> f table with (f calculate interest been 9.955 and f buying interest arithmetic 11.192). While variable brand image, promotion strategies, product attributes and price has a coefficient of determination (R2) to the interest of a visit that is by 8.3% and the buying interest of 11.5%.
Keywords: brand image, promotion strategies, product attributes and pricing