HUBUNGAN ANTARA CITRA TOKO DENGAN LOYALITAS PELANGGAN MCDONALD ARION PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Sartika, Hanna (2012) HUBUNGAN ANTARA CITRA TOKO DENGAN LOYALITAS PELANGGAN MCDONALD ARION PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

HANNA SARTIKA, The correlation between Store Image with Customer Loyalty McDonald Arion, Thesis. Jakarta: Commerce Education Study Program, Economic and Administration Department, Economic Faculty, State University of Jakarta, July 2012. Purpose of this research is to find empirical data, valid and reliable fact, about the possibility correlation between store image with customer loyalty. The research was conducted campus A State University of Jakarta during five months since March 2012 until July 2012. The research used survey methods by correlation approach. The sampling technique was simple random sampling. The sample amount 32 peoples. To get data from two variables, researcher using likert scale model for store image (X) and customer loyalty (Y). For variable X, from 24 statements which had validated, 21 statements were valid and 3 statements were drop. For variable Y, from 19 statements which had validated, 16 statements were validated and 3 statements were drop. The calculation reliability of both variable were using Alpha Cronbach method and variable X reliability is 0,941 and variable Y is 0,873, this proof that the instrument were valid and reliable. The equation for linear regression is Ŷ= a+bX . Analysis of condition test, which is normality error test for regression approximates of X on Y with liliefors test, results in Lcount = 0,090, and Ltabel for n = 32 which level significant of 0,05 is 0,157, because Lhitung < Ltabel then normality error test is normal distribution. linearity regression test yield, in Fcount < Ftabel is 0,45 < 2,35 that can be interpreted that the regression equation is linear. Significance regression result in Fcount > Ftabel, is 11,25 > 4,17, it’s mean that the regression equation is significant. And Result of hypotesis test which pearson’s product moment show’s that rxy = 0,522 , then significance of product moment correlation test whith t-test which yields tcount = 3,35 and ttabel = 1,70 at significance level of 0,05 and dk=30, it can be result that product moment correlation rxy = 0,522 is significance. Coefficient of determined obtain equal to 27,27%, it’s mean that 27,27% variation of Buying Decision determined by price. The result of this research was shown that there is positive correlation between store image with customer loyalty.

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