HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN KONSUMEN MENGGUNAKAN GARUDA INDONESIA PADA WARGA RW 007 PERUMAHAN ANGKASA PURA II KOTA TANGERANG

Yasmin, Steria (2017) HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN KONSUMEN MENGGUNAKAN GARUDA INDONESIA PADA WARGA RW 007 PERUMAHAN ANGKASA PURA II KOTA TANGERANG. S1 thesis, Universitas Negeri Jakarta.

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Abstract

STERIA YASMIN, Relation between Promotion and Brand Image with Consumer Decision Using Garuda Indonesia to people of RW 007 Perumahan Angkasa Pura II, Kota Tangerang, Undergraduate Thesis, Jakarta: Commerce Education Study Program, Faculty of Economics, Jakarta State University, 2017. This research was conducted in RW 007 Perumahan Angkasa Pura II, Kota Tangerang. The purpose of this study is to analyze the relation between promotion and brand image with consumer decisions using Garuda Indonesia. The method used is a survey with correlational approach. Population used in this research is people of Perumahan Angkasa Pura II. The sampling technique used Purposive sampling. The sample are 132 people who have been used Garuda Indonesia and made their own purchases. The regression equation result between X1 and Y is Ŷ = 28,411 + 0,664 X, X1 Test requirement analysis that is test of normality error of regression estimation Y over X1 with Lilliefors test yield Lcitung = 0,0618, while Ltabel for n = 132 at significant level 0,05 Is 0.077116 because Lcount <Ltabel then the estimated error of Y over X1 is normally distributed. The regression linearity test yields Fcount <Ftable is 1.56 <1.65 so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 82,88> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted rxy = 0.665 then tested significance coefficient correlation by using t test and generate tcount = 10.152 and ttable = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.665 is positive and significant. Coefficient of determination obtained by 0.4422 which shows that 44.22% of variables Purchase Decision is determined by Promotion. Meanwhile, the regression equation generated between X2 and Y is Y = 5.817 + 0.876 X2 Test requirement analysis that is test of normality of regression estimation Y over X2 with Lilliefors test yield Lcitung = 0,0678, while Ltabel for n = 132 at significant level 0 , 05 is 0.077116 because Lhitung <Ltabel then the estimated error of Y over X2 is normally distributed. The regression linearity test yields Fcount <Ftable that is 1.53 <1.65 so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 75,87> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted in rxy = 0,649 subsequently tested significance correlation coefficient by using t test and produce tcount = 9.723 and ttabel = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.649 is positive and significant. Coefficient of determination obtained by 0.4210 which indicates that 42.10% variable. Purchase Decision is determined by Brand Image. The rest is determined by other factors such as lack of knowledge about aviation facilities and expensive prices.

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