HUBUNGAN ANTARA CITRA MEREK KARTU CDMA DENGAN MINAT MEMBELI PADA KONSUMEN

Pratiwi, Fevi Candra (2010) HUBUNGAN ANTARA CITRA MEREK KARTU CDMA DENGAN MINAT MEMBELI PADA KONSUMEN. Other thesis, University of Muhammadiyah Malang.

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Abstract

Nowadays, in globalization era, communication technology development is so fast and easier caused competition among companies with similar products. But it gave benefit to the consumer, that was various brand and price which could give alternatives in deciding product choices. It made the buyer face difficulty when choosing which product to buy, but the positive brand image in consumer’s mind would took buying intention for consumer. Purposes to reach by the research was to find out relation between CDMA Card brand image with buying intention for consumer.Population in this research was students of faculty of Psychology University of Muhammadiyah Malang. Samples used in the research amount 100 people taken by purposive sampling technique. That was sampling technique by the researcher since there found that samples chosen had special characteristic as the research purpose. Data collection technique used was brand image scale and buying intention scale. Data analysis technique used by Pearson’s correlation product moment with SPSS version 13.00. From data analysis there found r value = 0,778 and p = 0,000, this showed there was positive relation and significant between CDMA card brand and consumer’s buying intention. Which means that more positive the CDMA brand image, higher the consumer’s buying intention. The determinant coefficient correlation showed that brand image had effective contribution to buying intention for 60,5% and rest of 30,5% caused by the other factors like price, service, and product quality which wasn’t researched in this research.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 22 May 2012 02:31
Last Modified: 22 May 2012 02:31
URI: http://eprints.umm.ac.id/id/eprint/5657

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