HUBUNGAN BRAND IMAGE TERHADAP MINAT BELI PADA DISTRO ROCKMEN DI KOTA BANDUNG

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HUBUNGAN BRAND IMAGE TERHADAP MINAT BELI PADA DISTRO ROCKMEN DI KOTA BANDUNG

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Title: HUBUNGAN BRAND IMAGE TERHADAP MINAT BELI PADA DISTRO ROCKMEN DI KOTA BANDUNG
Author: Norman, Astri Utami
Abstract: The research object in this paper is the distribution store engaged in the fashion industry are located in Jalan ROCKMEN No. Trunojoyo . 25 Bandung . Phone : ( 022 ) 4265214 . The population is all the number of respondents who know the customer and the product ROCKMEN . While this study is a sample of 100 respondents who know the product ROCKMEN to represent the population . In determining the sample , using a non-probability sampling sampling with accidental sampling technique , using Spearman rank correlation analysis method , intended for both variables are measured on an ordinal scale as well as to determine how strong the relationship is also the direction of the relationship between the independent variable on the dependent variable Brand Image Buy Consumer Interests . The Spearman rank correlation test using SPSS 16 authors . From the results of the descriptive analysis of the scores collected questionnaire study of 100 people who serve as the respondent , it is known that in general the implementation of brand image on the distributions ROCKMEN well . This can be seen from the acquisition of Brand image scores for the variable that is equal to 3.98 which is in the interval from 3.40 to 4.19 were included in both categories. Consumer buying interest on the distributions ROCKMEN acquisition results in general show a score for the variable of consumer buying interest is 3.6 which is very high in the category is in the interval from 3.40 to 4.19 . From the calculation of the correlation coefficient using the Spearman rank correlation values obtained 0.759 . Statistiknyanya conclusion , there is a positive relationship between brand image and direction ( X ) of the consumer buying interest ( Y ) on the distributions ROCKMEN . The test results of determination coefficient ( Kd ) is equal to 57.61 % means that Brand Image ( X ) to the consumer buying interest ( Y ) on the distributions ROCKMEN amounted to 57.61 % , while the balance of 42.39 % is influenced by other variables not investigated in the calculation above this hotel.From research tcount> ttable that the hypothesis that the author made acceptable , meaning that the authors hypothesis supported by the facts dilapangan.Mengacu the above calculation , tcount 11.54 is in the region of rejection of H0 , so the hypothesis that the author asked in Chapter 1 , namely : " Brand Image ( X ) to Buy Consumer Interests ( Y ) in ROCKMEN Distro Bandung City " acceptable.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3099
Date: 2014


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