PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN KONSUMEN JIGOKU RAMEN BANDUNG

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PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN KONSUMEN JIGOKU RAMEN BANDUNG

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Title: PENGARUH BRAND IMAGE TERHADAP PROSES PENGAMBILAN KEPUTUSAN KONSUMEN JIGOKU RAMEN BANDUNG
Author: Juviano, Regi Tya
Abstract: Regi Tya Juviano, 0212M013, 2014, “Impacts of Brand Image Towards Consumer Decision Taking Process of Jigoku Ramen Bandung”, S1 Management Studies Program, Faculty of Business and Management, University Widyatama, Bandung, under supervised by Sri Astuti Pratmaningsih S.E., M.A. The purpose of this research is to investigate consumer the influence of a brand image of Jigoku Ramen Bandung, consumer decision taking process of Jigoku Ramen Bandung, and how the impact of a brand image of Jigoku Ramen Bandung on consumer decision taking process. Research methodology in this study is descriptive research. The reason that researcher objective is to describe or describing the situation of the firm to be systematic, factual, accurate, and credible about the object of the research. To measuring and to analyze the effect of both variables, the researcher spread it to 100 respondents of Jigoku Ramen’s consumer. Based on statistic analysis results that researcher get from the questionnaire, it shows that the coeficient corelation is 0,591 that it means the connection of brand image variable and the consumer decision taking process is on the middle category. The score of coeficient determination is 0,349 indicates that 34,9% influenced the brand image of variable and the rest is 65,1% impact by the other variable that researcher not careful in this research. The regression equation is Y = 4,396 + 0,252X. The direction is in the same because it is positive so if the brand image variable increase so the consumer decision taking process variable increase as well. The suggest that researcher said can be a judgement for a firm are to make a promo that is more interesting by the media that having a representitative opinion, provide a wider place, and increasing a service to consumer.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3147
Date: 2014


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