ABSTRAK
Nyi Raden Larasati Rachmadhani, 210110090274, 2013, Jurusan Manajemen
Komunikasi Fakultas Ilmu Komunikasi Kampus Bandung Universitas Padjadjaran.
“
Hubungan
Brand Image dengan Keputusan Pembelian Konsumen PHD (Pizza Hut
Delivery) Setrasari Bandung
”. Pembimbing utama Dr. Asep Suryana, M.Si., d
an
pembimbing pendamping Hj. Kismiyati El Karimah, Dra., M.Si.
Penelitian ini bertujuan untuk mengetahui hubungan antara
brand image
dengan keputusan pembelian konsumen PHD (Pizza Hut
Delivery) di Setrasari
Bandung. Metode yang digunakan dalam penelitian ini adalah metode korelasional
dengan teknik pengumpulan data melalui penyebaran angket, wawancara, observasi,
dan studi kepustakaan. Jumlah sampel pada penelitian ini adalah 86 orang yang
merupakan konsumen dari PHD (Pizza Hut
Delivery). Teknik sampling yang
digunakan adalah teknik systematic sampling.
Penelitian ini merupakan penelitian paramerik, data yang diperoleh kemudian
diuji dan dianalisa dengan menggunakan analisa statistik deskriptif dan inferensial
dalam bentuk penghitungan
Pearson Product Moment, yang digunakan untuk
menghitung skala ordinal dan kemudian diubah menjadi skala interval menggunakan
Method of Succesive Interval (MSI). Hasil uji terhadap hipotesis mayor menunjukan
bahwa terdapat hubungan yang signifikan antara
brand image
dengan keputusan
pembelian konsumen.
ABSTRACT
Nyi Raden Larasati Rachmadhani, 210110090274, 2013, Department of
Management Communication Faculty of Communication Sciences Majoring,
University of Padjadjaran Bandung. "The Relationship Between Brand Image with
costumer buying decision of PHD (Pizza Hut Delivery) at Setrasati Bandung.
Supervisor Main Outcome Dr. Asep Suryana, M.Si., and a companion supervisor Hj.
Kismiyati El Karimah, Dra., M.Si.
This study aimed to determine the relationship between Brand Image with
buying decision of PHD (Pizza Hut Delivery)’s costumer at Setrasati Bandung. The
method used in this research is correlational methods with techniques of data
collection through dissemination of questionnaires, interviews, observation, and
study of literature.The number of samples in this study were 86 people who are PHD
(Pizza Hut Delivery)’s c
ostumer. The sampling technique used was systematic
sampling technique.
This is a parametric research, the data obtained is tested and analyzed using
descriptive and inferential statistical analysis in the form of Pearson Product
Moment calculations, which are used to calculate the ordinal scale and then change
to interval scale using Method of Succesive Interval. Test results on major hypothesis
shows that there is a significant relationship between brand image with the costumers
buying decision.
The test results on all variables showed that 6 sub variables rejected. Denied
sub variable shows the relationship between Product Attributes, Consumer benefits,
Brand personality, User imagery, Organizational Association, Brand costumer
relationship manner of problem or need recognition, information search, alternative
evaluation, purchase decision, post purchase behavior. The conclusion of this
paper’s that there is a
tight significant relationship between Brand Image with
