ASOSIASI MEREK YANG DIPERTIMBANGKAN KONSUMEN HANDPHONE NOKIA ( Studi Pada Mahasiswa Universitas Muhammadiyah Malang)
| Main Author: | Wanto, Azis |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2008
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/6985/1/l.pdf http://eprints.umm.ac.id/6985/ |
Daftar Isi:
- In this study, there was a telecommunication company which has good market segment in a hand phone industry, that was Nokia. This company had long mission to survive in the market and to keep its market segment. This study was intended to know variables of brand association considered to the consumers handphone Nokia. The sample of this study were 60 UMM students. In taking the sample, the researcher used convenience sampling and used factor analysis to analyze the data. There were 4 factors of brand association in this study, they were guarantee, individual identification, social identification and status. From those four factors of brand association, there were 12 variables included in factor analysis. In each factor ekstraktion, there was a variable which was eliminated, that was a variable of suitability of product figure and consumer activity. This elimination was done since value of MSA only 0,423, this value was under the minimum standard 0,5. This value resulted four main factors of brand association which considered to the consumers handphone Nokia with the cumulative amount was 64,95%. The next analysis was a rotation factor. In this factor, there was a variable which was eliminated, that was a product power. This variable was eliminated since a factor value of loading variable could not reach the standard value. Four main factors of brand association were called Guarantee with variance total 22.033 %, Respon Company with variance total 18, 681%, Status with variance total 12, 976% and social identification with variance total 11.266%.