PENGARUH STATUS SOSIAL EKONOMI MAHASISWA TERHADAP PERILAKU PERGANTIAN MEREK PADA TELEPON SELULER

DESI RELGA BUDI CALESTIN, 1116011024 (2015) PENGARUH STATUS SOSIAL EKONOMI MAHASISWA TERHADAP PERILAKU PERGANTIAN MEREK PADA TELEPON SELULER. Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

[img]
Preview
Text
ABSTRACT.pdf

Download (82Kb) | Preview
[img]
Preview
Text
ABSTRAK.pdf

Download (7Kb) | Preview
[img]
Preview
Text
COVER DALAM.pdf

Download (27Kb) | Preview
[img]
Preview
Text
COVER LUAR.pdf

Download (11Kb) | Preview
[img]
Preview
Text
DAFTAR GAMBAR.pdf

Download (4Kb) | Preview
[img]
Preview
Text
DAFTAR ISI.pdf

Download (25Kb) | Preview
[img]
Preview
Text
DAFTAR TABEL.pdf

Download (9Kb) | Preview
[img]
Preview
Text
LEMBAR PENGESAHAN.pdf

Download (197Kb) | Preview
[img]
Preview
Text
LEMBAR PERNYATAAN.pdf

Download (321Kb) | Preview
[img]
Preview
Text
LEMBAR PERSETUJUAN.pdf

Download (238Kb) | Preview
[img]
Preview
Text
MOTO.pdf

Download (6Kb) | Preview
[img]
Preview
Text
PERSEMBAHAN.pdf

Download (6Kb) | Preview
[img]
Preview
Text
RIWAYAT HIDUP.pdf

Download (12Kb) | Preview
[img]
Preview
Text
SANWACANA.pdf

Download (24Kb) | Preview
[img]
Preview
Text
BAB I.pdf

Download (28Kb) | Preview
[img]
Preview
Text
BAB II.pdf

Download (66Kb) | Preview
[img]
Preview
Text
BAB III.pdf

Download (53Kb) | Preview
[img] Text
BAB IV.pdf
Restricted to Registered users only

Download (27Kb)
[img] Text
BAB V.pdf
Restricted to Registered users only

Download (179Kb)
[img]
Preview
Text
BAB VI.pdf

Download (18Kb) | Preview
[img]
Preview
Text
DAFTAR PUSTAKA.pdf

Download (22Kb) | Preview

Abstrak

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh status sosial ekonomi mahasiswa terhadap perilaku pergantian merek pada telepon seluler pada mahasiswa jurusan Sosiologi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung. Pendekatan pada penelitian ini adalah kuantitatif yang secara primer menggunakan strategi penelitian survei dengan kuesioner sebagai alat ukur penelitiannya. Responden pada penelitian ini berjumlah 68 orang, penentuan sampel dalam penelitian ini menggunakan teknik random sampling. Analisis data yang digunakan dalam penelitian ini menggunakan teknik regresi dan analisis korelasi. Hasil penelitian menunjukkan: (1) Ada pengaruh antara status sosial ekonomi mahasiswa dengan perilaku pergantian merek pada telepon seluler tetapi pengaruh tersebut ada pada tingkat lemah. 50% responden tidak terpengaruh dengan prestise yang ada pada telepon seluler tetapi lebih kepada kegunaan telepon seluler tersebut (2) Sebanyak 37% responden pada penelitian ini berada pada pola konsumsi sedang atau tidak mempunyai kecenderungan pola konsumsi berlebih. (3) Berdasarkan hasil analisis korelasi, ada hubungan yang signifikan antara status sosial ekonomi orang tua dengan perilaku pergantian merek pada telepon seluler yaitu sebesar 0,308 dengan signifikansi 0,011 dan hasil korelasi berada pada tingkat lemah. Artinya, meskipun ada hubungan yang signifikan namun hubungan antara status sosial ekonomi orang tua dengan perilaku pergantian merek pada mahasiswa Sosiologi kurang erat. Kata Kunci: Status Sosial Ekonomi, Perilaku Pergantian Merek, Telepon Seluler Abstrak Bahasa Inggris This research aims to find out and analyze the influence of socioeconomic status of students against the brand switching behavior on a mobile phone on a student majoring in Sociology, Faculty of social and political sciences of the University of Lampung. The approach in this research is quantitative primary research strategies in the survey with a questionnaire as a tool of measurement research. Respondents in this study amounted to 68 people, the determination of the sample in this study using random sampling techniques. The analysis of the data used in this study uses regression and correlation analysis. The results showed: (1) There is the influence of social economic status among students with the brand switching behavior on a mobile phone but the influence on the level of weakness. 50% of respondents are not affected by the prestige that are on cell phones but rather uses a cell phone. (2) many of the students who become the respondents do not have excess consumption patterns, or just something to consume goods or services which only they need, more than 50% of the respondents are on moderate consumption patterns or have no tendency to conspicious consumption patterns. as well as the type and uses a cell phone. (3) based on the results of the analysis of the correlation, there is a significant relationship between socio-economic status of the elderly with the brand switching behavior on mobile phones and the results are 0,038 with significance 0,011 on the level of correlation is weak. That is, the Although there is a significant relationship but relationship between socio-economic status of the elderly with the behavior of the turn of the brand on the Sociology student less closely. Keywords: Socioeconomic Status, Brand Switching Behavior, Mobile Phone

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences
Program Studi: Fakultas ISIP > Prodi Sosiologi
Depositing User: 1933784 . Digilib
Date Deposited: 27 Oct 2015 09:06
Last Modified: 27 Oct 2015 09:06
URI: http://digilib.unila.ac.id/id/eprint/14065

Actions (login required)

View Item View Item