HUBUNGAN ANTARA CITRA MEREK DAN FITUR PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Zulfiyan, Ahmad (2017) HUBUNGAN ANTARA CITRA MEREK DAN FITUR PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

AHMAD ZULFIYAN. The Correlation between Brand Image and Product Feature with Purchase Decision of Xiaomi Smartphone in The Faculty of Economics Students In Jakarta State University. This research aims to determine correlation between brand image and product feature with purchase decision of Xiaomi smartphone in the Faculty of Economics students in Jakarta State University for six months, starting from January to July 2017. The research method used is survey method with the correlational approach. Sample used is all students in The Faculty of Economics students which has ever bought Xiaomi smartphone (108 students). The sampling technique used is purposive sampling. The resulting regression equation is Ŷ = 40,84 + 0,63 X1. The requirements analysis that estimates the error normality test regression of Y on X1 with the test Lilliefors Lcount = 0,0495, while Ltable for n 108 at 0,05 significant level is 0,0852. Because Lcounr< Ltable ,the estimated error of Y over X is a normal distribution. Testing Linearity of regression produces Fcount > Ftable is 57,19 > 3,91 so it is concluded that the equation regression is linear. The significance regression test for Lcounr< Ltable is 1,45 < 1,56. Coefficient correlation of product moment generating rxy = 0,592 and the correlation significance test using t-test is tcount = 7,562 and ttable = 1,66. It is concluded that correlation coefficient is so positive & significant. Determination coefficient obtained at 0,3504 and it indicates that 35,04% of the purchase decision is determined by brand image.The resulting regression equation for Y on X2 is Ŷ = 40,84 + 0,63 X2. The requirements analysis that estimates the error normality test regression of Y on X2 with the test Lilliefors Lcount = 0,0737, while Ltable for n 108 at 0,05 significant level is 0,0852. Because Lcounr< Ltable ,the estimated error of Y over X is a normal distribution. Testing Linearity of regression produces Fcount > Ftable is 59,58 > 3,91 so it is concluded that the equation regression is linear. The significance regression test for Lcounr< Ltable is 1,45<1,56. Coefficient correlation of product moment generating rxy = 0,600 and the correlation significance test using t-test is tcount = 7,719 and ttable = 1,66. It is concluded that correlation coefficient is positive & significant. Determination coefficient obtained at 0,3598 and it indicates that 35,98% of the purchase decision is determined by product feature, while another influenced by other factors.

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