PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN DALAM MENYEWA LAPANGAN FUTSAL CHAMPIONS MALANG

DINO, YUSTIAWAN (2010) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN DALAM MENYEWA LAPANGAN FUTSAL CHAMPIONS MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

Brand Image is the perception of the brand which is a reflection of consumers' memory will be a brand product. Strong brand image that will distinguish the company with competitors, because the brand image of a company can not be equated with other companies brand image. This research was conducted to determine the brand image you are looking at the consumer (customer / tenant) Champions futsal field around Malang highway. The purpose of this study is to investigate analyze influence brand image that consists of brand association (X1), and favourability, strength and uniqueness of brand association (X2), on consumer decisions in field rental Futsal Champions Malang simultaneously and to identify and analyze the influence variable brand image that consists of brand association (X1), and favourability, strength and uniqueness of brand association (X2), on consumer decisions in field rental Futsal Champions partially Malang. This study used multiple regression analysis to determine the influence of brand image that is reflected in two variables: brand association and a positive attitude, strength and uniqueness of brand associations on consumer behavior in the decision to rent Malang Champions futsal field, F test and Ujit. The results of this study indicate that there is simultaneously a significant influence of brand image that consists of variable Brand Association (X1), and Favourability, strength and uniqueness of brand association (X2) to consumers in the hiring decision Champions Malang futsal field. using F test (simultaneous). Partially, found a significant influence of brand image that consists of variable Brand Association (X1), and Favourability, strength and uniqueness of brand association (X2) to consumers in the hiring decision Champions Malang futsal field. Keywords: brand image, consumer decision

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 10 Apr 2012 07:51
Last Modified: 10 Apr 2012 07:51
URI: http://eprints.umm.ac.id/id/eprint/2026

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