PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN MAHASISWA ALIH PROGRAM DI UNIVERSITAS WIDYATAMA BANDUNG (Studi Kasus Pada Mahasiswa Alih Program Fakultas Bisnis dan Manajemen S1)

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PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN MAHASISWA ALIH PROGRAM DI UNIVERSITAS WIDYATAMA BANDUNG (Studi Kasus Pada Mahasiswa Alih Program Fakultas Bisnis dan Manajemen S1)

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Title: PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN MAHASISWA ALIH PROGRAM DI UNIVERSITAS WIDYATAMA BANDUNG (Studi Kasus Pada Mahasiswa Alih Program Fakultas Bisnis dan Manajemen S1)
Author: Dewi, Enden Novita
Abstract: This thesis is composed by Enden Novita Dewi (0211M014), Management Department, Faculty of Business and Management of Widyatama University, the guidance of Mr. Pipin Sukandi, SE, MM with the title “Pengaruh Brand Image Terhadap Proses Pengambilan Keputusan Mahasiswa Alih Program Di Universitas Widyatama Bandung (Studi Kasus Pada Mahasiswa Alih Program Fakultas Bisnis Dan Manajemen S1)”. The purpose of this research is to find out the response of student on brand image at Universitas Widyatama, to know the decision making process conducted by the students at the Universitas Widyatama and how much influence the brand image of Universitas Widyatama on the decision making process conducted by the students.The method used by the author is descriptive. Where the purpose of descriptive research is to provide a description or a systematic analyzing, factual and accurate with the facts, the character and the relationship between the phenomena are investigated, and find the meaning and implications of a problem to be solved. To measure and analyze the influence of these two variables, the authors distributed questionnaires in 71 respondents of Universitas Widyatama. Based on the research that to determine how much the brand image influence of Universitas Widyatama on the decision making process conducted by the students, used statistical analysis based on data obtained from the questionnaires, the results of the analysis of regretion coefficient of 0,563, indicating that brand image has influence strong enough compared to other factors, namely price, place, etc. From the calculation of the coefficient of determination is equal to 31,8%, which means that the brand image influence the decision making process, while the remaining 68,2% is influenced by other factors not included in this study such as price, promotion, place, and other design-other. Then the hypothesis testing using t distribution table, the results of the calculation was obtained value, which means the HO is rejected and Ha accepted. This means there is a positive relationship between brand image with the decision process, the authors put forward the hypothesis that: "Brand image has a positive influence on the decision making process conducted by the students at Universitas Widyatama" acceptable. As for suggestions the authors in this research in the guardianship of the convertible note courses will be taken by students in order to the suitability in the needs of education and lack of oversight for the semester to be taken next. Increase the promotion of studies over the program. Increase cooperation with companies in providing opportunities in employment opportunities.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2878
Date: 2013


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