TitisRahmaRositasari (2007) Pengaruh Brand Image pelanggan kartu simPATI terhadap keputusan pembelian mahasiswa Fakultas Ekonomi Universitas Brawijaya Malang. Sarjana thesis, Universitas Brawijaya.
English Abstract
The research tell about the influence of simPATI card customers brand image to the purchasing decision for the Faculty of Economics Brawijaya University students. The purposes are to knowing the simultant influence and partial influence from brand image that consist of variable like corporate image (X 1), user image (X2), and product image (X3) of simPATI card to purchasing decision for the Faculty of Economics Brawijaya University students (Y), and also to knowing brand image variable that give dominant effect. This explanatory research makes the Faculty of Economics Brawijaya University students that still active and use simPATI cellular card as population. Sampling method use non-probability sampling with purposive sampling, while searching sample quantity using Malhotra formula. Researcher want to test the hypothesis that is influence from simultant brand image and partial to purchasing decision that dominant to that purchasing decision. With using interval likert measures scale, respondens answer processed with regression multiple analys, t-test, F-test, and coefficient of determination. Based on the result, first hypothesis can be received with F hitung value that bigger than F tabel. Second hypothesis can be received because of the camparation t hitung value bigger than t tabel, that mean partial brand image also give significant influence. Third hypothesis also can be received because we can see from calculation result of coefficient beta can be knew that b3 > b1, 2 , so that dominant product image influence purchasing decision. With adjusted (R) value in the mount of 0,655, regression analys capability that we can get in independent variable value are 65,5%, beside that the residue (34,5%) explained by other variable out of 3 independent variable that have been researched.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2007/229/050701426 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 12 Jun 2007 00:00 |
| Last Modified: | 20 Oct 2021 08:02 |
| URI: | http://repository.ub.ac.id/id/eprint/103062 |
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