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https://repositori.uma.ac.id/handle/123456789/18401
Title: | Hubungan Brand Image dengan Keputusan Membeli Smartphone Iphone pada Mahasiswa/I Fakultas Psikologi Universitas Medan Area Stambuk 2017 |
Other Titles: | The Correlation between Brand Image with the Purchase Decision a Smartphone Iphone in Students Faculty of Psychology Universitas Medan Area Stambuk 2017 |
Authors: | Yansahputra, Qodri |
Keywords: | brand image;keputusan membeli;mahasiswa;buying decision;students |
Issue Date: | 1-Sep-2022 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;178600366 |
Abstract: | Penelitian ini bertujuan untuk melihat hubungan antara Brand Image dengan keputusan membeli Smartphone iPhone pada mahasiswa/i Fakultas Psikologi Universitas Medan Area stambuk 2017. Hipotesis dalam penelitian ini adalah ada hubungan positif antara brand image dengan keputusan membeli pada mahasiwa/i Fakultas Psikologi Universitas Medan Area stambuk 2017. Metode penelitian ini menggunakan metode korelasional, dengan teknik pengumpulan data skala likert (skala brand image dan skala keputusan membeli). Jumlah sampel penelitian ini adalah 198 mahasiswa/i Universitas Medan Area. Analisis yang digunakan adalah uji analisis korelasi bivariate pearson, dimana dengan melihat nilai uji analisa keterhubungan, terdapat pengaruh positif secara signifikan diantara Brand Image dengan Keputusan Membeli. Dapat dilihat nilai Sig (2-tailed) bernilai 0,000 < 0,05 yang artinya terdapat korelasi secara signifikan diantara Brand Image dengan Keputusan Membeli. Sementara itu, r hitung bernilai 0,443 dimana lebih besar dari r tabel yakni 0,195 akhirnya memperlihatkan terdapatnya korelasi secara signifikan diantara Brand Imgae dengan Keputusan Membeli. This study aims to see the relationship between Brand Image and Purchase Decision the iPhone Smartphone in students of the Faculty of Psychology, Universitas Medan Area 2017 year class. The hypothesis in this study is that there is a positive relationship between brand image and purchase decision on students of the Faculty of Psychology, Universitas Medan Area 2017 year class. This research method uses the correlation method with likert scale data collection technique (brand image scale and purchase decision scale). The number of samples for this study was 198 students from the Universitas Medan Area. The analysis used is the pearson bivariate correlation analysis test, where by looking at the value of the connectedness analysis test, there is a significant positive effect between Brand Image and Purchase Decision. It can be seen that the value of Sig (2-tailed) is 0.000 <0.05, which means that there is a significant correlation between Brand Image and Purchase Decision. Meanwhile, the calculated r value is 0.443 which is greater than the r table which is 0.195 which finally shows that there is a significant correlation between Brand Image and Purchase Decision. |
Description: | 84 Halaman |
URI: | http://repository.uma.ac.id/handle/123456789/18401 |
Appears in Collections: | SP - Psychology |
Files in This Item:
File | Description | Size | Format | |
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178600366 - Qodri Yansahputra - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.7 MB | Adobe PDF | View/Open |
178600366 - Qodri Yansahputra - Chapter IV.pdf Restricted Access | Chapter IV | 276.68 kB | Adobe PDF | View/Open Request a copy |
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