Full Description
| Cataloguing Source | |
| Content Type | |
| Media Type | |
| Carrier Type | |
| Physical Description | 107 |
| Concise Text | |
| Holding Institution | Universitas Indonesia |
| Location | Perpustakaan UI, Lantai 3 |
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- Digital Files: 0
- Review
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- Abstract
| Call Number | Barcode Number | Availability |
|---|---|---|
| S-Pdf | 14-22-24241701 | TERSEDIA |
| No review available for this collection: 20347189 |
Abstract
Tujuan penelitian ini adalah untuk menganalisis asosiasi merek dan keputusan pembelian konsumen iPhone Penelitian ini menggunakan pendekatan kuantitatif Sampel dalam penelitian ini adalah 162 mahasiswa I FISIP UI pengguna iPhone Dengan menggunakan metode non probability sampling serta teknik purposive Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis statistik deskriptif
Hasil penelitian ini menunjukan bahwa merek iPhone dinilai memiliki asosiasi asosiasi di benak konsumennya dan dimensi dimensi asosiasi merek merupakan salah satu faktor yang melatar belakangi keputusan pembelian konsumen iPhone.
The objective of this research is to analyze the brand association and the consumer purchase decision of iPhone This research applied quantitative approach The samples of this research is 162 students of FISIP UI that were iPhone users collected using non probability sampling and purposive technique This research used questionnaire as research instrument and analyzed with descriptive statistical analysis The results of this research indicate that the iPhone rsquo s brand associations has embedded in the minds of consumers and the dimensions of brand association is one of the background factors of consumer rsquo s purchasing decision of iPhone.
The objective of this research is to analyze the brand association and the consumer purchase decision of iPhone This research applied quantitative approach The samples of this research is 162 students of FISIP UI that were iPhone users collected using non probability sampling and purposive technique This research used questionnaire as research instrument and analyzed with descriptive statistical analysis The results of this research indicate that the iPhone rsquo s brand associations has embedded in the minds of consumers and the dimensions of brand association is one of the background factors of consumer rsquo s purchasing decision of iPhone.