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Pengaruh Citra Perusahaan Terhadap Keputusan Pembelian Konsumen Pada PT. Kereta Api (Persero) Bandung

The Influence of Corporate Image To Consumer Purchasing Decision At PT. Kereta Api (Persero) Bandung (A Survey on Consumer Users Argo Gede Train Bandung – Jakarta at Bandung Station)

2010
Undergraduate Theses from JBPTUNIKOMPP / 2015-09-10 08:25:37
By : Devi Apriliyanti Kurnia NIM.21205809, Perpustakaan UNIKOM
Created : 2010-08-23, with 11 files

Keyword : Citra Perusahaan, Keputusan Pembelian Konsumen, PT. Kereta Api (Persero) Bandung
Url : http://alumni unikom.ac.id

Citra merupakan salah satu aset terpenting dari perusahaan atau organisasi


yang selayaknya terus menerus dibangun dan dipelihara. Citra yang baik


merupakan perangkat kuat, bukan hanya untuk menarik konsumen dalam memilih


produk atau perusahaan, melainkan juga dapat memperbaiki sikap dan kepuasan


pelanggan terhadap perusahaan. Sedangkan keputusan pembelian konsumen


sebagai proses seseorang individu memilih, mengorganisasi, dan menafsirkan


masukan – masukan informasi untuk menciptakan sebuah gambaran yang


bermakna tentang dunia. Tujuan dari penelitian ini adalah untuk mengetahui citra


perusahaan pada PT. Kereta Api (Persero) Bandung, dan menguji pengaruh citra


perusahaan terhadap keputusan pembelian konsumen pada PT. Kereta Api


(Persero) Bandung.


Metode yang digunakan dalam penelitian ini adalah metode survei dengan


pendekatan penelitian deskriptif dan verifikatif. Populasi penelitian berjumlah 850


konsumen, dan teknik penarikan sampel menggunakan Acidental Sampling


sebanyak 90 konsumen. Teknik pengumpulan datanya melalui observasi,


kuesioner, wawancara dan dokumentasi. Pengujian hipotesis menggunakan


analisis korelasi product moment, koefisien determinasi, dan uji t dengan bantuan


program aplikasi SPSS 13.0 for windows.


Hasil penelitian tentang pengaruh citra perusahaan menunjukkan hasil


cukup baik, begitupun dengan keputusan pembelian konsumen menunjukkan


hasil cukup baik. Hasil analisis penelitian menunjukkan pengaruh citra


perusahaan terhadap keputusan pembelian konsumen pada PT. Kereta Api


(Persero) Bandung menunjukkan tingkat hubungan kuat, dengan kontribusi


pengaruh sebesar 60.84%, sisanya, yaitu 39.16% dipengaruhi oleh faktor lain,


yaitu pengambil inisiatif (inisiator), pemberi pengaruh (influence), pembuat


keputusan (devider), pembeli (buyer), kualitas pelayanan (service) serta harga


(price).

Description Alternative :

The image is one of the most important asset of the company or


organization should be established and maintained continuously. A good image is


a powerful tool, not only to attract consumers in choosing products or companies,


but also can improve the attitudes and customer satisfaction to the company.


Meanwhile, consumer purchasing decisions as an individual process of selecting,


organizing, and interpreting the input information to create a meaningful picture


of the world. The purpose of this research is to know company image at. Kereta


Api (Persero) Bandung, and examine the influence of corporate image on


consumer purchasing decisions at. Kereta Api (Persero) Bandung


Research developed by using and survey method. This research also


using descriptive and verifikatif methods. Population 850 consumer, and the


technique of sample this reseach which using a acccidental sampling with the


result that for obtainabl 90 consumer as sample. Technique in collecting data by


use of interview, observation, questioners and documentation. The analyze


method by use of a correlation of product moment, and coefficient of


determination, as well as test of t with by use of help SPSS 13.0 for windows.


Results of research on the influence of corporate image shows quite good


results, as well as with consumer purchasing decisions showing good results.


Results of analysis showed the influence of corporate image on consumer


purchasing decisions at. Kereta Api (Persero) Bandung indicates a strong degree


of correlation with the contribution of influence as much as 60.84%, and the rest


as much 39.16% influenced by other factors which not analyzed , namely initiator,


influences, Devider, buyer,service and the price.

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