HUBUNGAN ANTARA KUALITAS PRODUK DAN KESADARAN MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA

Ahirini, Titi (2016) HUBUNGAN ANTARA KUALITAS PRODUK DAN KESADARAN MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

TITI AHIRINI. CORRELATION BETWEEN PRODUCT QUALITY, BRAND AWARENESS AND PURCHASE DECISION OF OPPO SMARTPHONE AMONGS COMMERCE EDUCATION STUDENTS, STATE UNIVERSITY OF JAKARTA. Undergraduate Thesis, Jakarta: Study Program of Commerce Education, Departement of Economics and Administrasion, Faculty of Economics, State University of Jakarta, January 2016. The study was aimed to obtaining from valid and reliable data information about correlation between product quality, brand awareness and purchase decision of oppo smartphone amongs in Commerce Education students, State University of Jakarta. This study used a survey method with a correlation approach. Population in this study it all of student in Commerce Education Program. The reacheable population was Commerce Education Students in the class of 2012, 2013, and 2015 who has used oppo smarphone, 67 students were taken proportionally. The sampling technique used in this study was a simple randomization. The number of the sample was 55 students. The calculation was based on Isaac and Michael table with 5% error. Data analysis techniques started with doing requirement tests. There were two kind of those tests. First, normality test with the result of a significant level was 0.981 which means data were normally distributed. Second, linearity test of each variable and the result was 0.000 which means it had a linier correlation. Multiple linear regression equation obtained was Ŷ = 59.717 + 0.399(X1) + 0.361(X2). For correlation between product quality, brand awareness and purchase decision F test showed that Fcount 30.672 > Ftable 3.18. From t-test for calculation, it showed that tcount 5.261> ttable 2.000 (Sig value 0.000 < 0.05) for correlation between product quality and purchase decision, tcount 4.160 > ttable 2.000 (Sig value 0.000 <0.05) for correlation between brand awareness and purchase decision. The result of this study has shown positive correlation (statistically significant) between product quality, brand awareness and purchase decision oppo smartphone in the population of Commerce Education students, State University of Jakarta. Higher product quality and brand awareness, higher purchase decision from student to by oppo smartphone.

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