HUBUNGAN ANTARA PENGGUNAAN SELEBRITI SULE DALAM IKLAN DAN CITRA MEREK KARTU AS PADA REMAJA KARANG TARUNA RW. 007 KELURAHAN TENGAH KECAMATAN KRAMATJATI DI JAKARTA TIMUR

Andria, Angghie Gerardini (2012) HUBUNGAN ANTARA PENGGUNAAN SELEBRITI SULE DALAM IKLAN DAN CITRA MEREK KARTU AS PADA REMAJA KARANG TARUNA RW. 007 KELURAHAN TENGAH KECAMATAN KRAMATJATI DI JAKARTA TIMUR. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ANGGHIE GERARDINI ANDRIA. Correlation between Sule as Celebrity Endorser and Brand Image of Kartu AS at The Youth of Karang Taruna RW. 007 Kelurahan Tengah Karamatjati in East Jakarta. Skripsi. Jakarta: Study Program of Commerce Education, Department of Economic and Administration, Faculty of Economic. State University of Jakarta, July 2012. The aim of this research is to determine the correlation between selebrity endorser and brand image of Kartu AS on Karang Taruna RW. 007 Kelurahan tengah Karamatjati Teenagers in East Jakarta by using empirical data and facts are valid and reliable. This research conduct at RW. 007 Kelurahan Tengah Kecamatan Kramatjati East Jakarta. The research method used is survey method with the correlational approach. The population in this study is teenage of RW. 007 Kelurahan Tengah Kecamatan Karamatjati East Jakarta as many as 40 people. The sample used as many as 36 people. The sampling technique in this study is simple random sampling. To get data from two variables, researcher using likert scale model for celebrity endorser (variable X) and brand image (variable Y). For variable X, from 34 statements which had validated, 29 statements were valid and 5 statements were drop. For variable Y, from 31 statements which had validated, 23 statements were valid and 8 statements were drop. The calculation of both variable were using Alpha Cronbach method and variable X reliability is 0,95 and variable Y reliability is 0,90, this proof that the instrument were valid and reliable. Analysis of condition test, which is normality error test for regression approximates of X on Y with Liliefors test, result in Lcount =0,1469, while Ltable = 0,1477, because Lcount < Ltable then the normality error test of Y on X distributed normal. The equation for linear regression is Ŷ = -36,11 + 1,07 X. Significance regression result in Fcount = 14,08 > Ftable = 4,12, it is mean that the regression equation is significant. Testing linearity of regression result in Fcount= 1,11 < Ftable = 2,30, it is mean the equation is linier. The correlation coefficient is calculated using the formula of Pearson Product Moment generating rxy = 0,54, then significance of product moment correlation is tested with t test which yields tcount = 4,78 and ttable = 1,69 at significance level of 0,05, it can be result that product moment correlation rxy = 0,54 is significant. The coefficient of determination obtained for 29%, which indicates that 29% of brand image is determined by celebrity endorser.

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