HUBUNGAN ANTARA PROMOSI DAN SUASANA TOKO DENGAN KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA

Jamilah, Nur Fajri (2017) HUBUNGAN ANTARA PROMOSI DAN SUASANA TOKO DENGAN KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

NUR FAJRI JAMILAH, The Correlation between Promotion and Store Atmosphere with The Purchase Decision Kentucky Fried Chicken (KFC) Arion Mall in The Commerce Education Student Faculty of Economy 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 in State University of Jakarta, for 4 months, starting from March to Juny 2017. The purpose of this study is to determine the correlation between promotion with the purchase decision Kentucky Fried Chicken (KFC) Arion Mall in The Commerce Education Student in State University of Jakarta and to determine the correlation between store atmosphere with the purchase decision Kentucky Fried Chicken (KFC) Arion Mall in The Commerce Education Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Study Program of Commerce Education in State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 80 people. The resulting regression equation is Ŷ = 36,38 + 0,5386X1 and Ŷ = 33,88 + 0,5758X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with test Lilliefors produce Lcount = 0,0404 and estimates the error normality test regression of Y on X2 with test Lilliefors produce Lcount = 0,0502, while Ltable for n 80 = at 0.05 significant level is 0,0990. Because Lcount < Ltable the estimated error regression of Y on X1 and Y on X2 normally distribution. Testing linearity of regression Y on X1 produces Fcount < Ftable is 0,74 < 1,71 and testing linearity of regression Y on X2 produces Fcount < Ftable is 0,96 < 1,71, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression Y on X1 produces Fcount > Ftable which, 52,33 > 3,96 and hypothesis testing from the significance regression Y on X2 produces Fcount > Ftable which, 44,76 > 3,96, meaning that the regression equation is significant. Correlation coefficient of Pearson Product Moment generating rx1y = 0,634, then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 7,234 and ttable = 1,67 and correlation coefficient of Pearson Product Moment generating rx2y = 0,604, then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 6,690 and ttable = 1,67. It can conclude that the correlation coefficient rx1y = 0,634 and rx2y = 0,604 is possitive and significant. The coefficient of determination Y on X1 obtained for is 40,15% which show that 40,15% of the variant of the purchase decision is determined by promotion and the coefficient of determination Y on X2 obtained for is 36,46% which show that 36,46% of the variant of the purchase decision is determined by store atmosphere.

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