Madeten, Rudy (2015) The Influence Of Brand Image To The Customer Of Non Civil Servant In Choosing Jatim Bank Of Batu Branch. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh citra merek pada keputusan pembelian pelanggan di Jatim Bank of Batu Branch. Analisis regresi, uji F dan uji t, dilakukan untuk mengakui hubungan di antara variabel independen (citra perusahaan, gambar pengguna, dan gambar produk) pada keputusan pembelian pelanggan. Penelitian ini adalah penelitian penjelasan, sesuai dengan tujuannya untuk menggambarkan hubungan sebab akibat di antara variabel melalui pengujian hipotesis. Sampel dan popolasi penelitian ini adalah pelanggan non sipil pegawai Jatim Bank of Batu. Dalam penelitian ini, metode pengumpulan data dengan mendistribusikan questitionaire. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan instrumen penelitian diuji dengan menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Pengujian hipotesis menggunakan uji F dan uji t dalam analisis regresi berganda. Analisis regresi berganda menunjukkan bahwa secara signifikan, citra perusahaan, citra pengguna, dan gambar produk memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Tes dominan menunjukkan bahwa gambar pengguna memiliki efek dominan pada keputusan pembelian pelanggan
English Abstract
This study aims to examine the influence of Brand Image on Customers Purchasing Decision at Jatim Bank of Batu branch. The regression analysis, F test and t test, were conducted in order to acknowledge the relationships among the independent variables (Corporate Image, User Image, and Product Image) on Customer’s Purchasing Decision. This study is explanatory research, in accordance with its purpose to describe the causal relationship among variables through hypothesis testing. The samples and popolationof this study were the customers of non Civil Servant Jatim Bank of Batu branch. In this study, the data collection method by distributing questitionaire. The sampling technique used is Purposive sampling and the research instruments were tested using the validity test, reliability test, and classical assumption test. The hypothesis testing used the F test and t test in Multiple Regression Analysis. The multiple regression analysis showed that significantly, Corporate Image, User Image, and Product Image had significant effect on Customer’s Purchasing Decision. The dominant test shows that User Image has dominant effect on customer’spurchasing decision
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2015/51/051501698 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 02 Mar 2015 08:56 |
| Last Modified: | 01 Nov 2021 04:19 |
| URI: | http://repository.ub.ac.id/id/eprint/108117 |
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