HUBUNGAN ANTARA KELOMPOK REFERENSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Yeni, Alfi Fitri (2017) HUBUNGAN ANTARA KELOMPOK REFERENSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ALFI FITRI YENI. The Correlation Between Reference Group And Brand Image With Purchase Decision Handphone Samsung in the Study Program of Commerce Education Student Faculty of Economics in State University of Jakarta. Study Program of Commerce Education, Faculty of Economics. State University of Jakarta. This research was conducted in the Study Program of Commerce Education Student Faculty of Economics in State University of Jakarta, for four months, starting from March 2017 to June 2017. The purpose of this study is to determine correlation between reference group with purchase decision and correlation between brand image with purchase decision Handphone Samsung in the Study Program of Commerce Education Student Faculty of Economics in State University of Jakarta. The research method used is survey method with the correlational approach, population used are all Commerce Education Student Faculty of Economics in State University of Jakarta who ever bought handphone Samsung. The sampling technique used technique of purposive sampling as many as 110 people. The resulting regression equation is Ŷ = 45,91 + 0,59X1 and Ŷ = 36,60 + 0,74X2. Test requirements analysis that estimates the error normality test regression of Y on X with test Liliefors produce Lcount = 0,0803 for Y on X1 and Lcount = 0,0791 for Y on X2, while Ltable for n =110 at 0,05 significant level is 0,0844. Because Lcount < Ltable the estimated error regression of Y over X1 and Y over X2 normally distribution. Testing Linearity of regression produces Fcount < Ftable is 1,12 < 1,56 for X1 and 1,11 < 1,60 for X2, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression produces Fcount > Ftable which,84,85 > 3,91 for X1 and 86,17 > 3,91, meaning that the regression equation is significant. Correlation coefficient of Pearson Product moment generating rxy = 0,663 for X1 and rxy = 0,666 for X2, than perfomed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 9,211 for X1 and tcount = 9,238 for X2 and ttable = 1,66. It can conclude that the correlation coefficient rxy = 0,663 for X1 and rxy = 0,666 for X2 is positive and significant. The coefficient of determination obtain for is 44,00% which show that 44,00% of the variant of purchase decision is determined by reference group and 44,38% which show that 44,38% of the variant of purchase decisiom is determined by brand image.

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