PENGARUH PERSEPSI CITRA PERUSAHAAN, HARGA, DAN KUALITAS PRODUK PT. BANK MANDIRI (PERSERO),TBK. TER

TRI HENI SETIAWATI,

2007 | Tesis |

This study was aimed to examine effect ofcorporate image perception, price, and product quality to intention buy which is stimulated by shown features about PT Bank Mandiri (Persero), Tbk. The subjects of the study are 80 postgraduate students of psychology Departement, Gadjah Mada University. Reserch by using quantitative approach, data were analized by using anova one factor repeated measures. This result has show that : first. There is effect of corporate image perception, price, and product quality to intention buy simultaneously, it has been proven (F 68,324, p 0,000). Second. There is effect of corporate image perception to intention buy at group of experiment post test more positive than group of experiment pre test, it has been proven by (-11,24, p 0,000, p 0,05, mean experiment pre test 0,000 and post tes 1,126). Fifth there are not effect of prices perception to intention buy at group of control pre test and post test, . it has been proven by (t -0,207, and p 0,415). Sixth There is effect of quality product perception to intention buy at group of experiment post test more positive than group of experiment pre test, it has been proven by (t -9,967, p 0,000,p 0,005) Corporate image perception, prices, and product quality are three main variables which affect to intention buy, at group gave the treatment show the intention buy superordinate, the higher corporate image perception, the bigger intention buy Keywords: corporate image perception, price perception, quality product perception, intention buy. 1Postgraduate student of Psychology programme University of Gadjah Mada 2Lecturer at Faculty of Psychology Universiy of Gadjah Mada

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