Hubungan Kualitas Produk Handphone Sony Ericsson dengan Loyalitas Merek Pada Konsumen.

Sukmadi, Amin Adi (2010) Hubungan Kualitas Produk Handphone Sony Ericsson dengan Loyalitas Merek Pada Konsumen. Other thesis, University of Muhammadiyah Malang.

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Abstract

Along increasing year and more to the number of brand of handphone which pop out in Indonesia hence emulation brand of handphone alone very tight, start from price, form, existing fitur and still many again. But Sony Ericsson alone remain to by him that is presenting fitur which different each other each;everyroll­out of new product of him but make balance to by price which is costly enough. Though Sony Ericsson present new product however consumer tend to do not wear for long time or do not buy again product of Sony Ericsson. Consumer will become loyal to brand if quality of product which they feel to earn fufilled. This research represent research is non eksperimental. Population in this research is university student of Muhammadiyah Malang. While sampel of this research amount to 100 people, taken by using technique of incidental sampling. Method data collecting in this research is scale. There is used two scale, quality of product and of loyalitas brand. while method analyse data which is used in this research is correlation method of product moment Pursuant to result of data analysis obtained by correlation coefficient value ( r) equal to = 0,738 with probability of error ( p) equal to = 0,000. This matter indicate that result of obtained data analysis as according to raised hypothesis that there is positive relation and very signifikan between quality of product with brand loyalitas at consumer specially university student of Muhammadiyah Malang. There can be concluded that if quality product of handphone Sony Ericsson high consumer loyalitas to brand of excelsior, and when quality product of handphone Sony Ericsson low, hence consumer loyalitas to brand progressively lower. From this research can know also that quality of product to brand loyalitas give effective contribution equal to 54,4%, while the rest equal to 45,6% coming from other variable do which not check.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 22 Mar 2012 10:53
Last Modified: 22 Mar 2012 10:53
URI: http://eprints.umm.ac.id/id/eprint/963

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