%0 Thesis
%9 Skripsi
%A NUR HANDAYANI , NIM 10730105
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2014
%F digilib:13726
%I UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA
%K Keywords: Brand Image, Purchase Decision, the Samsung Galaxy Series        
%T "HUBUNGAN BRAND IMAGE DENGAN KEPUTUSAN PEMBELIAN  SMARTPHONE SAMSUNG GALAXY SERIES"  (STUDI KORELASI PADA MAHASISWA FAKULTAS SAINS DAN TEKNOLOGI UNIVERSITAS ISLAM  NEGERI SUNAN KALIJAGA YOGYAKARTA ANGKATAN 2012)    
%U https://digilib.uin-suka.ac.id/id/eprint/13726/
%X One of ways that could be done by company to defend consumers was  through maintaining of brand image. Consumers viewed brand image as the most  important part of product, because brand image reflected about the product. Thus,  more positive brand image would has an impact on consumer’s purcashing  decisions. The Brand Image concept was used by all surfaces, one of those surfaces  was smartphone market. In a brief sense, a smartphone was a device that enabled to  do communicaton functions (such as calling and texting), and also included PDA  function (personal digital assistant) and had ability like a computer. Todays, there  were many brands of smartphone stayed in market, one of those brands was  samsung. As a company which had long been in electronics world, Samsung had  positive image in consumers’s view.  This research purposed to see whether there was a relationship between  Brand image with Purcashing decision to buy Samsung Galaxy Series. This  research was Quantitative Correlation Study, with Collecting Data technique  through Questionnaires. This research Instruments were 84 respondents, they were  students who studied in The Faculty of Science and Technology, Islamic State  University Sunan Kalijaga batch 2012 that used one of four certain Samsung  Galaxy Series that predetermined, those were Samsung Galaxy Young, Samsung  Galaxy Chat, Samsung Galaxy Core and samsung Galaxy Fame. The Hypothesis  which used in this study was There is relationship between Brand Image with  Purcashing decisions to buy Samsung Galaxy Series. The analysis technique which  used in this research was The Pearson’s Product moment Coefficient Correlation.  Based on the calculation of Pearson’s Product Moment coefficient, the result was  that there was a positive relationship between the brand image with purchasing  decisions to buy Samsung Galaxy series with the results of Pearson correlation of  0.461. Thus proved H1 accepted.    
%Z Pembimbing :  Iqbal Fahmi, M.Si