Please use this identifier to cite or link to this item:
https://repositori.uma.ac.id/handle/123456789/20494
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DC Field | Value | Language |
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dc.contributor.advisor | - | - |
dc.contributor.author | Meriza, Melva | - |
dc.date.accessioned | 2023-07-27T04:41:26Z | - |
dc.date.available | 2023-07-27T04:41:26Z | - |
dc.date.issued | 2015 | - |
dc.identifier.uri | https://repositori.uma.ac.id/handle/123456789/20494 | - |
dc.description | 68 Halaman | en_US |
dc.description.abstract | Minat beli merupakan instruksi diri konsumen untuk melakukan pembelian atas suatu produk, rn'elakukan perencanaan, mengambil tindakantindakan yang relevan seperti megusulkan, dan pada akhirnya mengambil keputusan untuk melakukan pembelian. Setiap orang mempunyai minat yang beragam dalam membeli suatu produk, baik dari segi kualitas, fungsi, maupun merek yang dapat menggugah emosi para konsumen yang biasa disebut dengan emotional branding. Emotional branding • merupakan suatu bentuk upaya perusahaan dalam menciptakan merek yang mampu membuat para konsumen tergugah sehingga dapat menimbulkan kecenderungan para konsumen berminat untuk membeli produk yang ditawarkan oleh perusahaan. Penelitian ini bertujuan untuk mengetahui hubungan emotional branding dengan minat membeli produk merek Apple. Subjek dalam penelitian ini adalah para peminat produk merek Apple pada Jurusan Bimbingan Penyuluhan Islam Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Sumatera Utara yang berjumlah 50 orang. Teknik pengambilan sampel penelitian yaitu menggunakan teknik purposive sampling. Penelitian ini menggunakan skala emotional branding dan skala minat beli dalam bentuk skala Likert berdasarkan aspek-aspek emotional branding dan minat beli. Berdasarkan hasil analisis dengan Metode Analisis Korelasi rProduct Moment, diketahui bahwa terdapat hubungan positif yang signifikan antara emotional branding dengan Minat Beli, dimana Rxy = 0,778 dengan signifikan p = 0,000 < 0,05. Artinya semakin tinggi emotional branding maka semakin tinggi minat beli terhadap produk. Berdasarkan hasil penelitian yang diperoleh, maka hipotesis yang diajukan dinyatakan diterima. Purchase intention is a consumer self-instruction to do purchasing a product, planning, taking action as relevant as proposing, and ultimately taking decision to make a purchase. Everyone has an interest diverse in buying a product, both in terms of quality, function, and brands that can evoke the emotions of consumers, commonly referred to as emotional branding. Emotional branding • is a form of effort companies in creating brands that are able to make consumers aroused so that it can cause a tendency for consumers to be interested to buy the products offered by the company. The aim of this study to find out the relationship between emotional branding and interest in buying a product Apple brand. The subjects in this study were brand product enthusiasts Apple in the Department of Islamic Counseling Guidance and Faculty of Da'wah Communications State Islamic University of North Sumatra, totaling 50 people. The research sampling technique is using a purposive technique sampling. This study uses an emotional branding scale and an interest scale purchase in the form of a Likert scale based on emotional branding and aspects buying interest. Based on the results of the analysis with the rProduct Correlation Analysis Method Moment, it is known that there is a significant positive relationship between emotional branding with Buying Interest, where Rxy = 0.778 with a significant p = 0.000 < 0.05. This means that the higher the emotional branding, the higher buying interest in the product. Based on the research results obtained, then the proposed hypothesis is declared accepted. | en_US |
dc.language.iso | id | en_US |
dc.publisher | Universitas Medan Area | en_US |
dc.relation.ispartofseries | NPM;118600008 | - |
dc.subject | minat beli | en_US |
dc.subject | emotional branding | en_US |
dc.subject | buying interest | en_US |
dc.title | Hubungan Emotional Branding dengan Minat Membeli Produk Merek Apple pada Mahasiswa di Jurusan BPI Fakultas Dakwah dan Komunikasi UINSU | en_US |
dc.title.alternative | Relationship between Emotional Branding and Interest in Buying Apple Brand Products for Students in the BPI Department, UINSU Faculty of Da'wah and Communication | en_US |
dc.type | Skripsi Sarjana | en_US |
Appears in Collections: | SP - Psychology |
Files in This Item:
File | Description | Size | Format | |
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118600008 - Melva Meriza - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 4.08 MB | Adobe PDF | View/Open |
118600008 - Melva Meriza - Chapter IV.pdf Restricted Access | Chapter IV | 1.57 MB | Adobe PDF | View/Open Request a copy |
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