PENGARUH CITRA MEREK (BRAND IMAGE) IPHONE TERHADAP SELF-ESTEEM PADA REMAJA PEREMPUAN DI DKI JAKARTA

SYAHFITRI, MUTIARA (2019) PENGARUH CITRA MEREK (BRAND IMAGE) IPHONE TERHADAP SELF-ESTEEM PADA REMAJA PEREMPUAN DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine whether there is a brand image iPhone of self esteem in adolescent girls in DKI Jakarta. The method used is quantitative with population in DKI Jakarta as of August 1, 2018 (Databoks, 2018) as many as 394,600 adolescent girls aged 15-19 years. The sampling method with purposive sampling method totaled 100 respondents. The researcher used the Rosenberg Self Esteem Scale (RSES) measuring instrument developed by Rosenberg which had been translated into Indonesian language by Azwar (2011) to measure self esteem and the measurement tool of Brand Image owned by Sitti Hartini Rahman (2016) based on the aspects stated by Kotler and Keller (2012) to measure brand image. The data analysis technique uses Simple Regression analysis. The result showed that T-Test was obtained t-hitung (3,893) > t tabel (1,98) and significance 0,000 (p <0,05), this indicate there is effect of brand image iPhone on self esteem in adolescent girls in DKI Jakarta. If the level of brand image is high then the self esteemis high. The result of R2=0,134 means that the brand image iPhone usage contributes 13.4% on self esteem while the rest of 86.6% is influenced by other factors. Keywords: smartphone, iphone, brand image, self esteem, teenager, adolescent, iPhone, DKI Jakarta. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh citra merek (brand image) iPhone terhadap self esteem pada remaja perempuan di DKI Jakarta. Metode yang digunakan adalah kuantitatif dengan populasi remaja di DKI Jakarta per 1 Agustus 2018 (Databoks, 2018) sebanyak 394.600 orang remaja perempuan usia 15-19 tahun. Metode pengambilan sampel dengan metode purposif sampling berjumlah 100 responden. Peneliti menggunakan alat ukur Rosenberg Self Esteem Scale (RSES) yang dikembangkan oleh Rosenberg yang telah diterjemahkan kedalam bahasa Indonesia oleh Azwar (2011) untuk mengukur self esteem dan alat ukur Citra Merek milik Sitti Hartini Rahman (2016) berdasarkan aspek-aspek yang dikemukakan oleh Kotler dan Keller (2012) untuk mengukur citra merek. Teknik analisis data menggunakan analisis Regresi Sederhana. Hasil penelitian menunjukkan Uji-T diperoleh t hitung (3,893) > t tabel (1,98) dan nilai Sig. p < 0,000 dimana p < 0,05, hal ini menunjukkan pengaruh citra merek (brand image) iPhone terhadap self esteem pada remaja perempuandi DKI Jakarta. Jika tingkat citra merek tinggi maka self esteem juga tinggi (searah). Hasil R2 sebesar 0,134, hal ini berarti citra merek (brand image) iPhone memberikan kontribusi sebesar 13.4% terhadap self esteem sedangkan sisanya sebesar 86,6% dipengaruhi oleh faktor lainnya. Kata kunci :smartphone,iphone, citramerek, brand image,self esteem, remaja, iPhone, DKI Jakarta.

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 103
NIM: 46113120128
Uncontrolled Keywords: smartphone,iphone, citramerek, brand image,self esteem, remaja, iPhone, DKI Jakarta.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.7 Education of Psychology/Pendidikan Psikologi
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.9 Psychology of Literatures/Psikologi Kesusastraan, Psikologi Sastra > 801.92 Psychology/Psikologi
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Sep 2019 02:58
Last Modified: 21 Oct 2019 04:13
URI: http://repository.mercubuana.ac.id/id/eprint/50555

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