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) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | 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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