Putra, Angga Herlambang (2015) PENGARUH CITRA MEREK DAN FITUR ADD-ONS ADBLOCK TERHADAP KEPUTUSAN PENGGUNA APLIKASI BROWSER MOZILLA FIREFOX (Survei terhadap mahasiswa program studi Ilmu Komputer Universitas Pendidikan Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Untuk menjelajahi inernet, netizen yang sekarang sedang mengalami pertumbuhan di seluruh dunia pasti memerlukan sebuah aplikasi untuk dapat memasuki dunia maya tersebut. Berdasarkan data dari Stat Counter Global Stats yang membuktikan bahwa Mozilla Firefox dari tahun 2010 sebanyak 77,6% pengguna internet mengalami penurunan pengguna hingga akhir tahun 2014 menjadi 51,92%. Penelitian ini menarik populasi mahasiswa Program Studi Ilmu Komputer Universitas Pendidikan Indonesia. Penarikan sampel menggunakan metode Non Probability Sampling yang lebih spesifik lagi yaitu menggunakan Insidental Sampling. Jenis analisis data yang digunakan adalah analisis data regresi liner berganda. Dalam hasil penelitian membuktikan bahwa citra merek dan fitur produk berpengaruh positif dan signifikan terhadap keputusan pengguna aplikasi browser Mozilla Firefox dan mengindikasikan citra merek dan fitur produk mempengaruhi keputusan pengguna aplikasi browser Mozilla Firefox sebesar 75,3% dan sisanya 24,7% merupakan pengaruh dari faktor lain. Berdasarkan hal tersebut maka perlu adanya peningkatan citra merek dan menemukan fitur produk baru sehingga keputusan pengguna dapat meningkat. ---------- To exploring the Internet, netizen which has increasing user in the entire world must need an aplication to be able to enter the virtual world. According to data from Stat Counter Global Stats is proved that Mozilla Firefox from 2010 as much as 77.6% of internet users has decreased in the end of 2014 to 51,92%. This research is interesting population to students of Computer Science major in Education University of Indonesia. Sampling using Non Probability Sampling method more specific is using incidental sampling. The type of data analysis used is multiple linear regression data analysis. In the research results prove that the brand image and product features positive and significant impact on the decision of the Mozilla Firefox browser application users and indicate that the brand image and product feature in this study affect the decision Mozilla Firefox browser application user has a coefficient of determination equal to 75,3% while the remaining 24,7% is influenced by other factors. According to that things its necessary to increases the brand image and inovates the new product feature to make user decision increasing.
| Item Type: | Thesis (S1) |
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| Additional Information: | S PEM PUT p-2015; Pembimbing: Molih Adib Sultan |
| Uncontrolled Keywords: | Citra Merek, Fitur Produk, Keputusan Pengguna, Mozilla Firefox |
| Subjects: | H Social Sciences > H Social Sciences (General) Q Science > QA Mathematics Q Science > QA Mathematics > QA76 Computer software T Technology > T Technology (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mr. Tri Agung |
| Date Deposited: | 28 Jul 2016 01:45 |
| Last Modified: | 28 Jul 2016 01:45 |
| URI: | http://repository.upi.edu/id/eprint/20589 |
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