"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)

NUR HANDAYANI , NIM 10730105 (2014) "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). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

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.

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