PENGARUH POLA SOSIALISASI, PERSEPSI PELANGGAN DAN CITRA PERUSAHAAN TERHADAP CITRA PRODUK DAN KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK LISTRIK PINTAR (PRABAYAR) DI PT. PLN (PERSERO) AREA KOTA PEKANBARU

Abstract

The research held in PT. PLN (persero) Area Kota Pekanbaru
Customer. This research held in order to analyze the direct and indirect impact of
patterns socialization, customer perceptions, and corporate image on product
image and customer buying decision in product smart electrical (prepay). The
population is consist of 14.955 customer smart electrical (prepay) in PT. PLN
(persero) Area Kota Pekanbaru. According to the sample in formula slovin the
number of research sample is drawn to 100 people. The variabel used are
patterns socialization, customer perceptions, and corporate image as dependen
variable, variable product image as intervening variable and variable customer
buying decision as independen variable. Analytical tool used is descripitive
analysis and Structural Equation Modeling (SEM) using SmartPLS 2 tool. The
statistical test shows that corporate image influence customer buying decision,
product image influence customer buying decision. Patterns socialization
indirectly influence customer buying decision through product image, and
customer perceptions indirectly influence customer buying decision through
product image. This research recommended to company must be able to develop
and maintain product image, well as maintain and increase patterns of
socialization and customer perceptions already well provide accurate
information, as well enhance the corporate image with increase fasilitas and
other support.