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JURNAL MANAJEMEN BISNIS INDONESIA (JMBI) Untuk Program Studi Manajemen - S1

JURNAL MANAJEMEN BISNIS INDONESIA Vol.2 Edisi II

ANALISIS PENGARUH BRAND IMAGE DAN WORD OF MOUTH (WOM) TERHADAP PROSES KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi Kasus Pada Mahasiswa FE UNY)

Penulis 1 : MANGARA ABDUL KHAIR HARAHAP (10408145006)
Penulis 2 : Nurhadi, MM
Abstrak

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Brand Image terhadap Proses Keputusan Pembelian handphone Blackberry, (2) pengaruh Word of Mouth (WOM) terhadap Proses Keputusan Pembelian handphone Blackberry, dan (3) pengaruh Brand Image dan Word of Mouth (WOM) terhadap Proses Keputusan Pembelian handphone Blackberry.
Penelitian ini termasuk dalam jenis penelitian survei dan teknik pengambilan sampel menggunakan proporsional random sampling sebanyak 97 responden. Data diperoleh dengan metode kuesioner. Validitas butir instrumen dihitung dengan korelasi Product Moment. Reliabilitas dihitung dengan koefisien Alpha Cronbach. Teknik analisis data dengan analisis regresi berganda.
Hasil penelitian menunjukkan bahwa: (1) Brand Image berpengaruh positif terhadap Proses Keputusan Pembelian pengguna Handphone Blackberry pada mahasiswa FE UNY, hal ini dibuktikan dengan koefisien regresi sebesar 0,675, nilai t hitung lebih besar dari t tabel (6,252>1,984), dan nilai signifikansi sebesar 0,000 <0,05; (2) Word of Mouth berpengaruh positif Proses Keputusan Pembelian pengguna Handphone Blackberry pada mahasiswa FE UNY, hal ini dibuktikan dengan koefisien regresi sebesar 0,387, nilai t hitung lebih besar dari t tabel (3,440>1,984), dan nilai signifikansi sebesar 0,001<0,05; dan (3) Brand Image dan Word of Mouth berpengaruh positif terhadap Proses Keputusan Pembelian pengguna Handphone Blackberry pada mahasiswa FE UNY, hal ini dibuktikan dengan nilai F hitung > F tabel (76,996>3,09) dan nilai signifikansi 0,000<0,05.

Kata Kunci
Brand Image, Word Of Mouth (WOM), Proses Keputusan Pembelian

Abstract

This study aimed to determine: (1) the influence of Brand Image on Purchase Decision Process Blackberry mobile phone, (2) the influence of Word of Mouth (WOM) to the Purchase Decision Process Blackberry mobile phone, and (3) the influence of Brand Image and Word of Mouth (WOM) of the Buying Decision Process Blackberry mobile phone.
This research included in this type of survey research and sampling techniques using proporsional random sampling were used by 97 responden. Data obtained by questionnaire. Validity of the instrument is calculated by Product Moment correlation. Reliability was calculated by Cronbach alpha coefficients. Techniques of data analysis with multiple regression analysis.
The results research shows that: (1) Brand image has positive influence on Purchase Decision Process Mobile Blackberry user on FE students UNY, this is evidenced by the regression coefficient of 0.675, t value is greater than t table (6.252> 1.984), and a significance value of 0.000 <0.05, (2) Word of Mouth positive influence Buying Decision Process Mobile Blackberry user on FE students UNY, this is evidenced by the regression coefficient of 0.387, t value is greater than t table (3.440> 1.984), and the value of significance of 0.001 <0.05, and (3) Brand Image and Word of Mouth positive effect on the Buying Decision Process Mobile Blackberry user on FE students UNY, this is evidenced by F count> F table (76.996> 3.09) and significance value 0.000 <0.05.

Keyword
Brand Image, Word Of Mouth (WOM), Purchase Decision Process
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