Fakultas Psikologi, Universitas Diponegoro, Indonesia
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@article{EMPATI13119, author = {Dyah Purwaniningtyas and Endah Mujiasih}, title = {HUBUNGAN ANTARA CITRA MEREK (BRAND IMAGE) DENGAN INTENSI MEMBELI TELEPON SELULER MEREK LOKAL “X” PADA SISWA KELAS X DAN XI SMA NEGERI 3 SEMARANG}, journal = {Jurnal EMPATI}, volume = {4}, number = {1}, year = {2015}, keywords = {citra merek (brand image); intensi membeli; telepon seluler merek lokal “X”}, abstract = {Penelitian ini bertujuan untuk mengetahui hubungan antara citra merek dengan intensi membeli telepon seluler merek lokal “X” pada siswa SMA Negeri 3 Semarang. Jumlah siswa yang menjadi sampel ialah 273 orang, diperoleh melalui teknik cluster random sampling. Metode pengumpulan data yang digunakan adalah metode skala psikologi berupa Skala Intensi Membeli (19 aitem valid, α=0,798) dan Skala Citra Merek (21 aitem valid, α=0,876). Hasil penelitian ini menunjukkan adanya hubungan positif yang signifikan antara citra merek dengan intensi membeli (r_xy = 0,807; p < 0,001). Semakin positif citra merek, maka semakin tinggi intensi konsumen untuk membeli telepon seluler merek lokal “X”, begitupun sebaliknya. Variabel citra merek memberikan sumbangan efektif sebesar 65,1% terhadap intensi membeli, artinya variabel citra merek berpengaruh cukup besar terhadap intensi membeli, dan sisanya 34,9% ditentukan oleh faktor-faktor lain yang tidak diukur dalam penelitian ini.}, issn = {2829-1859}, pages = {69--76} doi = {10.14710/empati.2015.13119}, url = {https://ejournal3.undip.ac.id/index.php/empati/article/view/13119} }
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