PENGARUH TAYANGAN IKLAN TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP KEPUTUSAN KONSUMEN BERALIH DARI PREMIUM KE PERTALITE

Abstract

Iklan TV commercial is one of the effective ways in creating product image into consumers’ mind. While, a positive image of Pertalite which one of the Pertamina’s product gives influence within society in preferring to consume Pertalite to Premium. This research aimed to analyze and examine the effect of TV commercial in edition “Step Forward” on consumers’ decision in preferring to consume Pertalite to Premium either directly or indirectly; with brand image as intervening variable. Moreover, the population was some consumers who use Pertalite in Surabaya and had ever watched Pertalite TV commercial. Futhermore, the data collection technique used accidental sampling. In line with, there were 100 respondents as sample. In addition, the data analysis technique used path analysis with questionnaires as its instrument. The research result concluded TV commercial had both direct and indirect effect on consumers’ decision in preferring to consume Pertalite to Premium; with brand image as intervening variable.
Keywords: TV Commercial, Brand Image, Consumers’ Decision