Hubungan Brand Image dengan Keputusan Pembelian pada Pengguna Indihome di Lingkungan Lobusona

Abstract

The research have a purpose for see about correlation between brand image with purchasing decision on indihome consumer in lobusona area. I used sample in this research with purposive sampling, which is sample have some characteristic. First, used the product until 4 month. Second, there is a family with dad, mom, and son. Third, there is no consumer corporate. Fourth, there is no discount consumer. Totally, sample is 47 consumer. I tell the hypotesis according to my explain with base theory, there is correlation between brand image with purchasing decision on indihome consumer in lobusona area. With assumption that is much high brand image, purchasing decision will be much strong and if brand image much low, purchasing decision will be much weak in consumer perception. In this research i collect data with Likert scale. To Exam hypotesis, I did koefisien correlation Rxy= 0,552, p= 0,00 so p <0,010. The meaning is there is correlation between brand image with purchasing decision on indihome consumer in lobusona area. The value of effect between brand image and purchasing decison is 30,5%, which is 69,5% other are influence of other factor. So there is correlation between of their. The result is my hypotesis accepted.