Amraeni, Ayu (2019) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS NEGERI MAKASSAR. Diploma thesis, UNIVERSITAS NEGERI MAKASSAR.
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Abstract
Abstract This study aims to determine the effect of Brand Image on Asus Laptop Purchase decisions on Management Study Students of Makassar State University. The sample in this study were consumers who used Asus laptops as many as 96 people who were accidentally encountered by researchers and were considered suitable as respondents so that the accidental sampling method was used. Data collection is done by using questionnaire, interview and documentation methods. The data analysis technique used is multiple linear regression analysis using Statistical Product and Servise Solution (SPSS) v.20 and hypothesis testing using the t test and F test. The Multiple Linear Regression equation produces the equation Y = 5.130 + 0.080X1 + 0.183X2 + 0.245X3. Thus the results of this study found that the Brand Image variable (company image, user image and product image) had a positive and significant effect on the Purchase Decision. The results of the analysis of the coefficient of determination (R Square) amounted to 0.262 which indicates that the Brand Image variable was able to contribute 26.2%. The difference is 73.8% influenced by other variables not examined. The partial test results explain that the two independent variables namely Corporate Image and User Image with the value of t count respectively (1,099) and (1,774) <t table (1,986). Whereas for Product Image variable with t count value (3.339)> t table (1,986). Of the three independent variables that have the greatest influence on Purchasing Decisions are Product Image variables. Then the results of the F test or simultaneous with a calculated F value (12,232)> F table (2,703) with a significance level of 0,000 <0,05. Keywords: Brand Image, Corporate Image, User Image, Product Image and Purchasing Decision.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | FAKULTAS EKONOMI > Manajemen |
| Divisions: | FAKULTAS EKONOMI |
| Depositing User: | UPT PERPUSTAKAAN UNM |
| Date Deposited: | 29 Jul 2019 02:38 |
| Last Modified: | 29 Jul 2019 02:38 |
| URI: | http://eprints.unm.ac.id/id/eprint/14294 |
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