PENGARUH KOMPONEN BRAND IMAGE PELANGGAN KARTU SELULER IM3 TEHADAP KEPUTUSAN PEMBELIAN(Studi Kasus Mahasiswa Fakultas Ekonomi Jurusan Manajemen Universitas Muhammadiyah Malang )
| Main Author: | HAQQUN, DICKY PRANADIPA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2010
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/2291/1/d.pdf http://eprints.umm.ac.id/2291/ |
Daftar Isi:
- Research Title: Effect of Brand Image IM3 in the Cellular Card Customer Buying Decision (Studies Case Faculty of Economics Department of Management University of Malang). The aim study is to determine the effect of significant variables simultaneously brand image consisting of image makers and image of the user and the product image to the purchasing decision IM3 cellular card Student in Student-Faculty of Economics Department of Management University of Muhammadiyah Malang, and to determine which variables are dominant significant influence on IM3 cellular card purchase decision on the student-student Faculty of Economics Department of Management University of Malang. The analysis tool used is multiple regression analysis, multiple regression where the device is to measure the relationship between two or more variables, also shows the direction of the relationship between the dependent and independent variables The results of this study prove that all the variables of brand image or brand image consisting of image makers (Corporate Image (X1)), Image User Image User (X2)) and Image Product (Product Image (X3)) simultaneously have influence over decisions purchase in the purchase card IM3 cellular. The results also prove that the product image variable (Product Image (X3)) has a dominant influence on consumer decisions in buying IM3 cellular card. Keywords: Brand Image, Purchasing Decision.