HUBUNGAN ANTARA SIKAP TERHADAP INOVASI PRODUK DENGAN LOYALITAS MEREK

Wijaya, Ganda (2007) HUBUNGAN ANTARA SIKAP TERHADAP INOVASI PRODUK DENGAN LOYALITAS MEREK. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study was motivated by the increasing communication needs, thereby causing the mobile phone (cell phone) into a very important item that needs to own. The people need information quickly available, so they need a mobile communication tool to support their daily activities. The development of mobile phone handset technology (mobile phones) very rapidly. Mobile phone market in Indonesia, which was originally only controlled by three major players, namely Nokia, Siemens and Ericsson, have now evolved. Dozens of brands on the market, ranging from brand tetinga quite familiar to us, such as Alcatel, Sony, Panasonic, and Samsung to a really strange sounds, among them artificial Sagem France. In the conditions of tight competition, every company must remain able to survive and even grow. One of the important actions that need to be considered by every company must be able to maintain customer loyalty. One consumer loyalty based on brand products. Loyalty is usually referred to as brand loyalty is a behavior that one of them is based on the attitudes of these consumers. The attitude of consumers towards a product innovation by firms becomes important to be considered by a company in creating brand loyalty from a customer, a positive attitude toward product innovation can create further behavior that lead to brand loyalty. Thus this study takes the attitude towards product innovation as the independent variable and brand loyalty as the dependent variable. This study aims to determine the relationship between attitudes toward product innovation with brand loyalty. FISIP student sample was the National Development University "Veteran" East Java, as many as 100 people with quota sampling technique. Instrument used in this study is to scale the attitude towards product innovation and brand loyalty scale. From the results of data analysis using product moment analysis technique, the result r = 0.348 and p = 0.000, which means there is a significant positive relationship between attitude towards innovative products with brand loyalty. Meaning, the more positive attitudes toward the higher product innovation and brand loyalty on the contrary the more negative attitudes toward product innovation, the lower brand loyalty. From the research results can be shown that the effective contribution of attitudes toward product innovation by 12% on brand loyalty, this means there are still 88% of other factors not studied that also plays a role in brand loyalty.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 16 Jun 2012 04:47
Last Modified: 16 Jun 2012 04:47
URI: http://eprints.umm.ac.id/id/eprint/8185

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