HUBUNGAN ANTARA WOM (KOMUNIKASI DARI MULUT KE MULUT) DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

Dimyati, Ahmad (2017) HUBUNGAN ANTARA WOM (KOMUNIKASI DARI MULUT KE MULUT) DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

AHMAD DIMYATI, Relationship Between WOM (Word of Mouth Communication) and Product Quality with Samsung Smartphone Purchasing Decision to Student of Faculty of Economics Studies Program of Faculty of Economics, State University of Jakarta in Jakarta. This research was conducted State University of Jakarta in Jakarta Student Study Program of Faculty of Economics Education, for 5 months since March 2017 until July 2017. The purpose of this research is to know the relationship between WOM (word of mouth communication) and product quality by decision The purchase of Samsung smartphones on the students of the Faculty of Economics Faculty of Economics Study Program of the State University of Jakarta in Jakarta. The research method used is survey method with correlational approach, the population used is all students of Education Studies Program Tata Commerce ever using Samsung smartphone. The sampling technique used is Purposive sampling technique of 110 people. The regression equation generated between X1 and Y is Ŷ = 35.05 + 0.6849X1. Test analysis requirement is test of normality error estimation of regression Y over X1 with Lilliefors test yield Lcitung = 0,0840, while Ltabel for n = 110 at significant level 0,05 is 0,0844. Since Lhitung <Ltabel then the estimated error of Y over X1 is normally distributed. The regression linearity test yields Fcount <Ftable is 1.43 <1.65, so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 152,48> 3,91, so it can be concluded that the regression equation is significant. Product Moment correlation coefficient from Pearson resulted in rxy = 0,765, subsequently tested significance of coefficient correlation by using t test and generated thitung = 12,348 and ttabel = 1,66. Thus, it can be concluded that the correlation coefficient rxy = 0.765 is positive and significant. Coefficient of determination obtained by 58,54% which indicate that 58,54% variable purchase decision determined by WOM (word of mouth communication). Meanwhile, the regression equation generated between X2 and Y is Ŷ = 46,22 + 0,5296X2. Test requirement analysis is test normality error estimation regression Y over X2 with test Lilliefors yield Lhitung = 0,0830, while Ltabel for n = 110 at significant level 0,05 is 0,0844. Since Lhitung <Ltabel then the estimated error of Y over X1 is normally distributed. The regression linearity test yields Fcount <Ftabel is 1.54 <1.62, so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 48,14> 3,99, so it can be concluded that the regression equation is significant. Product Moment correlation coefficient from Pearson produce rxy = 0,555, then tested significance correlation coefficient by using t test and generated tct = 6,398 and ttabel = 1,66. Thus, it can be concluded that the correlation coefficient rxy = 0.555 is positive and significant. Coefficient of determination obtained by 30,82% which shows that 30,82% variable purchase decision determined by product quality.

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