PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAMSUNG GALAXY TAB PADA PT.SAMSUNG CABANG MAKASSAR
| Main Author: | JUMAELA KADDAS, ANDI GUSTI |
|---|---|
| Format: | Thesis |
| Terbitan: |
, 2008
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| Subjects: | |
| Online Access: |
http://repository.unhas.ac.id/handle/123456789/4096 |
Daftar Isi:
- 2013
- This research aims to analyze the brand image against the decision of buying the Samsung galaxy tab on of PT. Samsung Branch Makassar. The data were obtained from questionnaires (primary) and some observations as well as interviews with relevant parties. The findings showed that the variables that comprise the brand image keungglan brand association, brand association strength, uniqueness of brand association jointly significant influence on the purchase decision variables at a significance level of 5 percent. Advantage brand association has no effect on purchasing decisions, brand association strength has no effect on the purchase decision, the uniqueness of brand associations significantly influence the purchase decision. Amounted to 40.2 percent of the variation in the variable purchase decision is explained by variation in brand image used in this model, the remaining 59.8 percent is explained by other variables. Keyword: Advantage brand association, strength of brand association, uniqueness of brand associations, purchasing decisions.