DARMA PUTRA, DEO IDARKO (2014) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BUKU MEREK GRAFINDO (STUDI KASUS PADA SISWA KELAS X DAN XI SMA YPI TUNAS BANGSA PALEMBANG). Other thesis, politeknik negeri sriwijaya.
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Abstract
In this Final Report research was taken at YPI Tunas Bangsa Senior High School and Grafindo Media Pratama Company in Palembang. It was aimed to investigate partially simultaneously the influence of brand image to make decision to buying the Grafindo brand book, the component such as quality, benefit, price, and the image it self, and to find one among the four dominant variables that influence decision to buy. Data were collected from March to May year 2014 in the Grafindo Media Pratama Company and YPI Tunas Bangsa Senior High School in Palembang. The research applied a survey method. 88 respondents were take using accidental method. Factor and regression analysis were executed to analyse the data. The hypotheses testing include the F test, t test and determination test to analyse the influence of brand image. The variables in this final report is quality (X1), benefit (X2), price (X3) and the image it self (X4) as independent variables on Decision to buy (Y) as dependent variables. The conclusion of this study is based on data obtained from the result of multiple regression analysis of independent variables on dependent variables, the result is variables quality did not affect the decision to buy, variables benefit affect the decision to buy just a litte bit, variables price partially affect the decision to buy, and variables the image it self partially affect the decision to buy. Among the four variables of independent variables on dependent variables it is known that the one who have the most impact on decision to buy is price (X3). Together all the independent variables (quality, benefit, price, and the image it self) affect the decision to buy as dependent variables by 67,4 percent. Keywords: Brand Image, Decision To Buy, Grafindo Brand Book, Marketing.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Brand Image, Decision To Buy, Grafindo Brand Book, Marketing. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 21 Jan 2016 02:00 |
| Last Modified: | 21 Jan 2016 02:00 |
| URI: | http://eprints.polsri.ac.id/id/eprint/710 |
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