Fauziah, Firda (2018) PENGARUH FAKTOR PSIKOLOGIS DAN CORPORATE IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. BUANA RAYA LESTARI KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

PT. Buana Raya Lestari is one of companies, which work in printing digital service. The business has a concept of design begining printing to finishing good. The company starts from the concept of beginner customer to finishing product. The problem is a decrease of customer purchase decision. It happens because of psychological factor where lack of customer trust toward company to use service. Other factor is caused by corporate image where company reputation that is not quite fast in responding customer complaint. The research aims to know psychological factor influence (variable X1) and corporate image (variable X2) toward purchase decision (variable Y). Research method applied descriptive and associative method. Data collection technique conducted by observation, interview, questioner, documentation, and literature study. Data analysis technique was started from data arrangement, data tabulation untill the step of testing by applying double correlation technique, determination coefficient, double liner regression, and hypothesis test. Based on research result, it is obtained correlation data between psychological factor and corporate image shows that correlation product moment is resulted 0,329. Determination coefficient is 10,9% and the rest 81,1% is had an infleunce on other factor which is not included in this research. The result of counting F hypothesis test > f table is 5,825 > 2,36 so that Hₒ is refused and Hᵢ is accepted. It means there is significant influence between psychological factor and corporate image toward purchase decision.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Psychological factor, corporate image, purchase decision
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HG Finance
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	20 Aug 2018 02:29
Last Modified:	20 Aug 2018 02:29
URI:	http://eprints.ummi.ac.id/id/eprint/360

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