Widjaja, Yordi Krisnata (2018) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DEODORAN KHUSUS UNTUK LAKI-LAKI DI KOTA SEMARANG. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.
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Abstract
The objectivs of this research was to examine the influence the brand image to purchasing decision of Rexona Men deodorant at Semarang city. The independent variable was brand image whereas the dependent one was purchasing decision. The sampling technique applied was random sampling, meaning the sample determination was by giving equal opportunities to all elements studied. They were people of Semarang of 15 to 54 year old. The amount of the sample were 100 persons as they were called respondents. The data analysis method was by making hypotheses tests including validity, reliability, and normality testsbeside simple linear regression analysis. The results of research showed that according to validity test all questions or indicators of brand image variable and purchasing decision were declared valid. The reliability test showed that the value of Cronbach's Alpha variable was above 0.60, meaning that the indicators used by the brand image and purchasing decision variables could be trusted as measuring tool variables. The normality test showed that the p-value (Asymp.Sig.) of all variables was > 0.05. Therefore, it could be concluded that the data used in this study were normally distributed. The regression coefficient of a positive brand image variable was 0.828 and this showed that there was a positive influence between brand image on purchasing decision. The calculation results showed that the determination coefficient of brand image affected the purchasing decision at the degree of 65.4%. Finally, there was a positive and significant influence of brand image to purchasing decision and it was evidenced by the value of t-count (13.715)> t table (1.660) and p-value (Sig. = 0.000) <0.05. Keywords: Brand Image, Purchasing Decision
| Item Type: | Thesis (Other) |
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| Subjects: | 100 Philosophy and Psychology > 150 Psychology > 158 Applied psychology > Decision Making |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Mr Lucius Oentoeng |
| Date Deposited: | 16 Apr 2019 09:30 |
| Last Modified: | 16 Apr 2019 09:30 |
| URI: | http://repository.unika.ac.id/id/eprint/18832 |
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