PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR XL-BEBAS(Studi Pada Mahasiswa Universitas Muhammadiyah Malang)

Said Hasanul, Fahmi (2009) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR XL-BEBAS(Studi Pada Mahasiswa Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is descriptive research, with title: ”Influence of Brand Image to Buying Decision to Pre-Paid of XL-Bebas card (Case study to Students of University of Muhammadiyah Malang)”. The goal of this study is to know Influence of Brand Image to Buying Decision to Pre-Paid of XL-Bebas card and to know what brand image variable that have dominant influence to buying decision to pre-paid of XL-Bebas card. This study have two hypothesis, they are first, it is supposed that brand image variable that content of producer image (X1), user image (X2) and product image (X3) give significant influence to buying decision to pre-paid of XL-Bebas card. Second, it is supposed that producer image have dominant influence to buying decision to pre-paid of XL-Bebas card. to achieve goal of this study, reseacher sperad questionnaire to 100 respondents. The questionnaire result are tested statistically by using analysis of logistic regression. Based on the logistic regression analysis which be carried out show that producer image, user image, and product image have significant influence to buying decision to pre-paid of XL-Bebas card simultaneously and partially. And among brand image variable that content to producer image, user image, and product image, the product image give dominant influence. Based on the study result, then suggestion which may be given to producer or XL-Bebas distributor should PT. Excelcomindo Pratama, Tbk carry out a little improing to increase brand image of firm, especially to user image, because based on the study result have smallest contribution to buying decision. It carries out in order XL-Bebas exist in consumer and achieve goal which be planned. Although user image give indirectly to support selling intensity, because when the user image of product which produced by firm is good, then it will support candidates of potential buyers to decide to buy product from the firm. Because the user image is as good as promotion strategy effectively and efficience Key words: Brand Image, buying decision, XL-Bebas

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 03 Jul 2012 04:15
Last Modified: 03 Jul 2012 04:15
URI: http://eprints.umm.ac.id/id/eprint/10728

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