HUBUNGAN ANTARA CITRA MEREK DAN KEPERCAYAAN MEREK DENGAN LOYALITAS MEREK FRESTEA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Leonardi, Sutan (2017) HUBUNGAN ANTARA CITRA MEREK DAN KEPERCAYAAN MEREK DENGAN LOYALITAS MEREK FRESTEA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

SUTAN LEONARDI, The Relationship Between Brand Image and Brand Trust with Brand Loyalty Frestea on Students Study Program Commerce Education Faculty of Economics in States University of Jakarta. This research was conducted on the students of Education Study Program of Commerce Faculty of Economics at State University of Jakarta, for five months from March 2017 until July 2017. The purpose of this research is to know the relationship between brand image with brand loyalty and the relationship between brand trust with brand loyalty Frestea to students Course of Business Administration Education at Jakarta State University. The research method used is survey method with correlational approach. The sampling technique used is purposive sampling technique of 117 people. The resulting regression equation is Ŷ = 40,857 + 0,623X1 and Ŷ = 31,629 + 0,739X2. Test requirement analysis that is test of normality (Normality Test) using Kolmogorov Smirnov with test result that is brand loyalty significance (variable Y) equal to 0,832 with Asymp. Sig. (2tailed) of 0.493. For brand image significance (variable X1) of 0.759 with Asymp. Sig. (2-tailed) of 0.613 and brand trust significance (variable X2) of 0.628 with Asymp. Sig. (2-tailed) of 0.826 .. Because the data has a significance greater than 0.05 it can be concluded that the data is normally distributed. Pearson Product Moment correlation coefficient produces rxy = 0,624 with signification or sig value. (2-tailed) of 0,000 for brand image (X1 variable) with brand loyalty (Y variable) and rxy = 0.584 with significance or sig value. (2-tailed) of 0,000 for brand trust (variable X2) with brand loyalty (Y variable). Because it has a significance smaller than 0.05 it can be concluded that there is a positive and significant relationship. The next stage was t-tested and generated tc 8,573> ttable 1,982 for X1with Y and tct 7,720> ttable 1,982 for X2 with Y. Thus, it can be concluded that t-test result is that there is a positive and significant relationship. The coefficient of determination obtained by 0.39 indicating 39% variable brand loyalty is determined by the brand image and 0.341 which shows that 34.1% variable brand loyalty is determined by brand trust.

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