LISTYARINI WAHYUNINGTYAS, NITA (2015) PENGARUH PELAKSANAAN PROGRAM PROMOSI MOBILE GRAPARI “MOGI” TERHADAP PENINGKATAN BRAND IMAGE TELKOMSEL DI YOGYAKARTA BAGI PELANGGAN. Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Telkomsel menghadirkan program promosi melalui Mobile GraPARI.
Tujuan penelitian ini untuk mengetahui seberapa besar pengaruh yang signifikan
antara program promosi Mobile GraPARI terhadap peningkatan brand image
Telkomsel di Yogyakarta bagi pelanggan. Teori yang digunakan adalah Teori
Integrasi Informasi yang merupakan suatu proses untuk mengetahui, memahami
dan mempelajari sesuatu dimana informasi tersebut memiliki potensi
mempengaruhi kepercayaan atau sikap individu. Jenis penelitian kuantitatif
dengan analisis deskriptif. Teknik pengumpulan data dilakukan dengan metode
survai. Teknik pengambilan sampel menggunakan accidental sampling dengan
sampel sebanyak 80 responden. Teknik analisis data menggunakan Korelasi
Product Moment dan Regresi Linier Sederhana dengan program SPSS versi 20.
Hasil penelitian pada uji korelasi menunjukan bahwa terdapat hubungan antara
variabel promosi Mobile GraPARI terhadap brand image dengan nilai koefisien
korelasi sebesar 0,650. Persamaan regresi dapat dirumuskan Y = 15,160 + 0,644
X. Artinya perubahan pada nilai koefisien variabel Promosi Mobile GraPARI
sebesar 1% akan cenderung diikuti oleh perubahan positif (peningkatan) pada
nilai koefisien Brand Image Telkomsel sebesar 64,4%. Adanya pengaruh yang
positif dan signifikan antara program promosi Mobile GraPARI terhadap brand
image Telkomsel ini diharapkan mampu membentuk persepsi yang baik dari citra
merek (brand image) Telkomsel.
Kata Kunci : Telkomsel, Promosi Mobile GraPARI, Teori Integrasi Informasi,
Brand Image, Pelanggan Telkomsel.
Telkomsel presents a promotions program via Mobile GraPARI. The
purpose of this study was to determine how much influence significant between
promotion program Mobile GraPARI against Telkomsel brand image for
customers. The theory used is the Information Integrity theory to knowing,
understanding, and learning something that is an interaction system which is the
information has a potential to influencing beliefs or attitudes of individuals. The
method used quantitative research using descriptive research. Data collected by
survey method. The sampling method using accidental sampling with a sample of
80 respondents. Data analysis technique used is the Product Moment Correlation
and Simple Linear Regression with SPSS version 20. The results of the study on
the correlation test showed that there is a positive influence between variables sale
Mobile GraPARI on brand image with a correlation coefficient of 0.650. The
regression equation can be formulated Y = 15.160 + 0.644 X. Mobile Promotions
variable coefficient value of 0.644 GraPARI known. This means that changes in
the value of the variable coefficient Promotions Mobile GraPARI of 1% will be
followed by a positive change (increase) in the value of the coefficient Brand
Image Telkomsel amounted to 64.4%. The existence of positive and significant
influence between promotion program Mobile GraPARI against Telkomsel brand
image is expected to form a good perception of brand image (brand image)
Telkomsel.
Keywords: Telkomsel, GraPARI Mobile Promotions, Information Integration
Theory, Brand Image, Customer.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 05 Sep 2016 02:32 |
| Last Modified: | 05 Sep 2016 02:32 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/5976 |
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