PENGARUH BRAND IMAGE DAN WORD OF MOUTH BLACKBERRY SMARTPHONE TERHADAP MINAT BELI PARA REMAJA DI SURABAYA

Abstract

Nowadays, technological advances around the world including in Indonesia has been growing rapidly and this development is supported by increased and varied human need for technology. One of the technological developer industry most competitive and rapidly expanding is telecommunications industry. Telecom equipment manufacturers are vying to create a multi-function telecommunications device to provide a convenience in communication that combine with modern multimedia features. One of the companies that show outstanding sales phenomenon in Indonesia in the year of 2011 is the product of Blackberry Smartphone. This study aimed to find out the influence of brand image and word of mouth of Blackberry Smartphone products against consumer buying intention especially teenagers in Surabaya as the subject in this research. The sample used in this study is teenagers that live in Surabaya who have bought and used the product of Blackberry Smartphone for about 100 respondents. For processing and analyzing data in this study by using Structural Equation Modeling (SEM) with AMOS 16.0 software as the software to process data. The analysis showed that the brand image and word of mouth have a positive influence on consumer buying intention. The empirical findings indicate that word of mouth has a higher influence than the brand image of the buying intention because it has a regression coefficient of 0.61, but the brand image also has an influence on consumer buying intention with a regression coefficient of 0.251. And based on these empirical findings also point out that the brand image also brings a positive significant effect of word of mouth because it has a regression coefficient value of 0.464.