THE IMPACT OF MARKETING WITH BALANCED MESSAGING ON CONSUMER BEHAVIOR (A CASE OF PREMIUM CLASS LAPTOP IN INDONESIA)

• Main Author: Koentoro Djati, Dhanu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45445
• Institution: Institut Teknologi Bandung

Harsh rivalry in Indonesian Laptop industry makes the manufacturer reluctant to employ balanced messaging in their marketing practices. This research aims to obtain empirical evidence whether there is an impact of balanced messaging Marketing on consumer’s purchase intention and brand loyalty. The term “balanced Messaging” in this research refers to marketing practice where both product’s strengths and weaknesses are conveyed to consumer. There are three variables used in this study: Product Knowledge, Purchase Intention, and Brand Loyalty. The author hopes the results of this research can become one reference especially for companies that sell laptops in making, adjusting and implementing their marketing strategies. The type of data used in this research is primary data. The population of data used in this research involves students (from bachelor to doctoral). Samples were selected using the purposive sampling method. Data collection methods in this research used a Likert scale questionnaire. The respondents collected were divided into three Groups namely Groups A, B and C. Group A respondents were shown product strengths, Group B respondents were shown product weaknesses and Group C respondents were shown both product’s strengths and weaknesses. The method used in this research is a combination between survey and experimental method. There are two analytical methods used in this research, namely Linear Regression Analysis and Paired Sample T-test. All data were processed using the IBM SPSS 25 application. The results of linear regression analysis revealed that showing product’s strengths (Group A) and showing product strengths and weaknesses at the same time (Group C), will have significant positive effect on consumer purchase intentions. However, according to the results of paired sample T-tests, a significant increase in brand loyalty only occurred in Group C where the respondents were exposed to both product’s strengths and weaknesses.