Determinasi pembentukan sikap konsumen pada merek handphone nokia x-press music di Surakarta

Nugroho, Basuki (2009) Determinasi pembentukan sikap konsumen pada merek handphone nokia x-press music di Surakarta. Widya Warta: Jurnal ilmiah Universitas Katolik Widya Mandala Madiun, XXXIII (02). pp. 184-194. ISSN 0854-1981

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Abstract

Progress in communication industry of mobile phone for adult is greatly influenced by the rapid development of technonogy in the last decade. Model and menu changes on mobile phone, better known as the handphone, also become a consideration for the producers of handphone. The variables used in this research were brand image, brand confidence of benefits, and advertisement to build consumer attitudes on the mobile phone brand NOKIA X-Press Music in Surakarta. The population of this research was the overall number of objects being researched namely, the buyer and user community of the handphone NOKIA X-Press Music. While, the sampling technique used was the technique of non probability sampling with Convenience sampling method. The sample number is 100 people. The result of regression (F test) showed that there was a significant effect of the independent variables (brand image, brand benefits and advertisement exposure) as a whole towards consumer attitudes (F value of 37.511 > F table 2.696). The significance test (test t) of each independent variable towards consumer attitudes showed that the three independent variables had a significant effect towards consumer attitudes. And, among the three variables, advertisement exposure had the greatest effect towards consumer attitudes.

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