ANALISIS PERSEPSI KONSUMEN TERHADAP CITRA PERUSAHAAN PADA PERUSAHAAN JASA OPERATOR TELEPON SELULAR

Wahyudi, Muhtar (2008) ANALISIS PERSEPSI KONSUMEN TERHADAP CITRA PERUSAHAAN PADA PERUSAHAAN JASA OPERATOR TELEPON SELULAR. Other thesis, University of Muhammadiyah Malang.

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Abstract

More and more company of cellular operator that emerge to give excitement to consumer to inculcate an idea which later will select, organized, and interpreted to become a perception which is finally will have an effect to image of a company. Various strategy conducted for the sake of peeping out a good image in consumer marrow. The purpose of this research is to know how perception of consumer to image of company of operator phone cellular exist in malang that cover Telkomsel, Indosat, Excelcomindo, Mobile-8, and Telkom. Variable used to measure Image Company is Overall opinion of the company, Company’s contribution to society, and Liking of the company which stem from research of Andreassen and Lindestad (1997). Method of data analyze used to formulate perception of responder in this research is using Multidimensional Scaling (MDS). From the result of research which have been conducted, by using analysis of Multidimensional Scaling (MDS), can be known from third map of perception which have been yielded that map of image position of five service firm of operator cellular phone in Malang by the perception of mean consumer assessed by goodness. As for position service firm of different operator phone cellular and there are 2 dimension pursuant to combination from each operator. Stimulus position from third mapping representing combination of X1 Overall opinion of the company, X2 Company’s contribution to society, dan X3 Liking of the company shows that company that has a very good image is Indosat where from third mapping, seen from X1 perception of consumer behave neutrally. While X2 and of X3 show the existence of image which are positive, second best occupied by company of Telkomsel which if seen from third mapping that is X1, X2 and X3 is show neutral value. Excelcomindo and Mobile-8 occupy third best, because if seen from third mapping both of this company have 2 neutral value that is X1 and X3, while X2 show negative value which mean image both of this company if seen from X2 is bad. The image of company of Telkom which is perception by its consumer if seen from third mapping occupied fourth place, where X1 and X3 indicate bad image because both has negative value, while at X2 consumer behave neutrally.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 09 Jun 2012 04:56
Last Modified: 09 Jun 2012 04:56
URI: http://eprints.umm.ac.id/id/eprint/6966

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