Indayani, Lilik (2016) PENGARUH REFERENCE GROUP DAN BRAND AWARENESS TERHADAP BUYING INTEREST SMARTPHONE” PADA GALERY ERAFONE (GIANT SUNCITY SIDOARJO). In: Seminar Nasional Ekonomi Bisnis 2016, 17 September 2016, Universitas Muhammadiyah Sidoarjo.
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Abstract
Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh Reference Group Dan Brand Awareness Terhadap Buying Interest Smartphone” Pada Galery Erafone (Giant Suncity). Sampel dalam penelitian ini berjumlah 100 orang. Metode penelitian yang digunakan yaitu kuantitatif dengan menggunakan regresi liner berganda sebagai teknik analisis data. Dalam penelitian menghasilkan bahwa Nilai R sebesar 0,951 berarti bahwa hubungan antara variabel-variabel bebas reference group dan brand awareness terhadap buying interest adalah erat dan kuat. Hal ini ditandai dengan nilai R di atas 50% yaitu sebesar 95,0 %. Nilai determinasi simultan sebesar 0,902 artinya bahwa variabel reference group dan brand awareness terhadap buying interst berubahnya 90,2 % sedangkan sisanya 9,8 % dipengaruhi oleh variabel lain yang tidak diteliti. Fhitung sebesar 454.509 dan FTabel sebesar 2,467493623. Selanjutnya uji t hitung menghasilkan reference group 29,408 dan brand awareness 3,714. Variabel bebas yang berpengaruh adalah reference group dengan nilai signifikansi 0,000. The purpose of this research that was to know the influence of reference group and brand awareness about buying interest smartphone on galery erafone (giant suncity ). This study involved 100 people .The methodology used was the quantitative using a liner multiple regression as a technique of data analysis. The research showed that that the value of 0,951 r means that the relationship between variabel-variabel free reference group and brand awareness about buying interest is closely and strong.This is shown by the r above 50 % a month 95,0 %.The simultaneous determination of 0,902 means that the reference group and brand awareness of the buying interst 90,2 % the remaining 9,8 % influenced by other variables not guilty.Fhitung of 454.509 and ftabel of 2,467493623.The next test thitung produce reference group 29,408 and brand awareness 3,714.Variable free influential reference group is worth significance 0,000.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | ISSN: 2528-3812 |
| Uncontrolled Keywords: | Reference Group, Brand Awareness, Buying Interest. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Faculty of Economics and Business > School of Management |
| Depositing User: | admin eprints |
| Date Deposited: | 27 Sep 2016 02:56 |
| Last Modified: | 28 Sep 2016 03:51 |
| URI: | http://eprints.umsida.ac.id/id/eprint/5 |
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