PENGARUH CITRA MEREK TERHADAP MINAT BELI SMARTPHONE XIAOMI (Studi Kasus Pada Mahasiswa Manajemen FE UNJ)
| Main Author: | RAFITA, MAIYOLA FICHANTI LULU B.P. |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://repository.fe.unj.ac.id/9226/1/Cover.pdf http://repository.fe.unj.ac.id/9226/2/Table_Of_Content.pdf http://repository.fe.unj.ac.id/9226/3/Chapter1.pdf http://repository.fe.unj.ac.id/9226/4/Chapter2.pdf http://repository.fe.unj.ac.id/9226/5/Chapter3.pdf http://repository.fe.unj.ac.id/9226/6/Chapter4.pdf http://repository.fe.unj.ac.id/9226/7/Bibliography.pdf http://repository.fe.unj.ac.id/9226/ |
Daftar Isi:
- Rafita Maiyola F.L.B.P., 2020; The Influence of Brand Image on Purchasing Intention of Xiaomi Smartphone (Case study among Management students, Faculty of Economics, Universitas Negeri Jakarta). Research project, Jakarta: DIII Study Program in Marketing Management, Faculty of Economics, Universitas Negeri Jakarta. Supervisor: Dra. Umi Mardiyati, M.Si. The aims of this study are: 1) To elaborate brand image of xiaomi. 2) To elaborate purchasing intention of Smartphone Xiaomi customers. 3) The influence of brand image on purchasing intention of Smartphone Xiaomi. Data collection method uses survey methods and would be spreaded to group chat using online questionnaires. This study will use the sample from 108 respondents. The research subjects are Management Students of the Faculty of Economics. The method of data analysis uses descriptive statistical analysis and simple linear regression analysis, using SPSS Version 25 to process the research data. The results shows that brand image influences the purchasing intention of Xiaomi Smartphone. The result of this study shows that brand image variable affects purchasing intention for 29% and the remaining 71% of purchasing intention is influenced by other variables. Keywords: Brand image, Purcahse Intention, Smartphone Xioami