THE RELATIONSHIP BETWEEN EMOTIONAL BRANDING AND PURCHASING DECISION MAKING IN TELKOMSEL PRODUCT

Regar, Lita Erpina Br (2018) THE RELATIONSHIP BETWEEN EMOTIONAL BRANDING AND PURCHASING DECISION MAKING IN TELKOMSEL PRODUCT. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

Cellular operators are one of the products needed by consumers. There are various brands of cellular operators scattered in Indonesia. Buying decision making process is done so that consumers get the product in accordance with expectations. Emotional branding can provide a sense of bonding and love for the product or brand. This research aimed to find out the relationship between emotional branding and purchasing decision making in Telkomsel product in students of Surakarta Setia Budi University. The hypothesis proposed was that there was a positive relationship between emotional branding and purchasing decision making in Telkomsel product. This study employed quantitative method and sampling technique used was purposive sampling one. The subject of research was students of Surakarta Setia Budi University, consisting of 98 students. Measurement instruments used were emotional branding scale and purchasing decision making. The method of analyzing data employed was Pearson’s product moment correlation with SPSS 25.0 for windows release. The result of data analysis showed that correlation coefficient rxy = 0.706 with P = 0.000 (P < 0.01). It indicated that hypothesis proposed in this research stating that “there was a positive relation between emotional branding and purchasing decision making” was supported. The value of R (squere) in this study amouunted to 0,498 or 49,8% consisted of effective contribution of emotional branding to decision making buying and the remaining 50,2% influenced by other factors Keywords: Emotional branding and purchasing decision making

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Emotional branding and purchasing decision making
Subjects: B Philosophy. Psychology. Religion > B Philosophy (General)
L Education > L Education (General)
Divisions: Fakultas Psikologi > Prodi S1 Psikologi
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:40
Last Modified: 23 Feb 2019 02:40
URI: http://repository.setiabudi.ac.id/id/eprint/413

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