HUBUNGAN ANTARA PERSEPSI KUALITAS PONSEL NOKIA DENGAN LOYALITAS MEREK PADA REMAJA

Prabowo, Ansari Setyo (2006) HUBUNGAN ANTARA PERSEPSI KUALITAS PONSEL NOKIA DENGAN LOYALITAS MEREK PADA REMAJA. Other thesis, University of Muhammadiyah Malang.

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Abstract

Communication plays an important role in everyday human life. With human communication can be connected to one another. Technological advances make communication easier and progress fast enough. Funny is one communications tool is quite sophisticated and very liked by all people, especially teenagers. Of the several brands of mobile phones available now, it seems the most popular brands of mobile phones among teenagers is Nokia. Nokia is a brand that is strong enough in the market because of the attitude shown loyal customer of Nokia brand and a positive perception of the quality of Nokia phones. This study aims to determine the relationship between perception of the quality of Nokia phones with brand loyalty in adolescents. This study was designed to use a quantitative approach and is correlational. Methods of data collection using a scale of perceived quality and scale of the Nokia brand loyalty and then analyzed with product moment correlation analysis technique. The sampling technique is done by using purposive sampling method that produces 80 people as the study sample. The results obtained show that there is a very significant positive relationship between perceptions of the quality of Nokia phones with brand loyalty (r = 0.791 and p = 0.000) with r value of 0.626 determinant. The effective contribution of perceived quality Nokia mobile phone brand loyalty by 62.6%. While 37.4% were contributed by other variables not studied.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Anggit Aldila
Date Deposited: 26 Jul 2012 03:08
Last Modified: 26 Jul 2012 03:08
URI: http://eprints.umm.ac.id/id/eprint/13325

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