PENGARUH BRANDIMAGE TERHADAP KEPUTUSAN KONSUMEN (STUDI PADA NASABAH BANK MUAMALAT INDONESIA PALEMBANG)

YANSAH, NEDI and Nazaruddin, Akhmad and Sofyan, Rusmiati (2008) PENGARUH BRANDIMAGE TERHADAP KEPUTUSAN KONSUMEN (STUDI PADA NASABAH BANK MUAMALAT INDONESIA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are (1) to analyze the effect of brand image toward consumers’ decision of Bank Muamalat Indonesia Palembang, and (2) to fmd the most effect variable of brand image toward consumers decision. The method used is purposive sampling, therefore, from the total homogeny population, 105 respondents are taken as the sample. The analysis model used in this research is quantitative analysis. Research finding has shown that 46,9% brand image effects toward consumeri’s decision. Every variable of brand image have effected consumer’s decision. The most effect variable of brand image toward consumers’ decision is product image. Product image and user image have effected significantly toward the consumer decision. Therefore corporate image does not have effected significantly toward the consumer decision. Because of that, Bank Muamalat Indonesia Palembang has to make product image stronger than before.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand image, Consumers’ decision
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Hilda Safitri Rts
Date Deposited:	24 Mar 2021 08:06
Last Modified:	29 Mar 2021 01:40
URI:	http://repository.unsri.ac.id/id/eprint/44208

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