HUBUNGAN ANTARA CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN KARTU GSM INDOSAT IM3 PADA MAHASISWA S1 PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Rizlan, Ria Juliana (2012) HUBUNGAN ANTARA CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN KARTU GSM INDOSAT IM3 PADA MAHASISWA S1 PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RIA JULIANA RIZLAN. The Relationship Between Brand Image With Purchase Decision Of Indosat Im3 Gsm Card At Students Commerce Education Studies Program Faculty of Economic State University of Jakarta. Thesis, Jakarta: Commerce Education Studies Program. Department of Economic Administration, Faculty of Economic, State University of Jakarta. This study aims to obtain data / facts right (authentic, true, valid) and trustworthy (reliable) about how far the relationship between brand image with gsm card purchase decision on Indosat IM3 at student of S1 Commerce Education Studies Program. The study was conducted over six months from January to June 2012. The method used is survey method approach to correlation. The study population is commerce students who use Indosat IM3 card. With affordable student population of 2010 Commerce Education as many as 35 people. Study sample as many as 32 teachers using simple random sampling technique. To capture the data variable X (Brand Image) and a variable Y (Purchase Decision), used the instrument in the form of questionnaires, distributed to the students of Commerce Education Code 2010, after it tested the validity browse through the validation process is the calculation of the correlation coefficient score points with the total score and reliability testing with Cronbach Alpha formula. The results of the reliability of the variable X (Brand Image) for 0,948. Meanwhile, the reliability variable Y (Purchase Decision) 0,900. Test requirements analysis is performed by finding that the regression equation was Y = 27,75 to 0,73 + X. Next is a test for normality of estimated regression error on X by using the test and earned Liliefors Lhitung Ltabel = 0,0674 compared to 0,1566 at the 0.05 level. the Lo < Lt. This means that the error estimate of Y on X is normally distributed. Obtained regression test keberartian Fcount (13,61) > Ftable (4,17), this proves that the regression mean. While the linearity test result Fcount (1,29) < Ftable (2,34), this means that used linear regression models. Product moment correlation coefficient test produces rxy for 0,560. Then proceed to test the significance of the coefficient by using t test. The results obtained are Tcount (3,704), whereas a ttable on dk = n - 2 = 32-2 = 30 and the 0,05 level is 1,69, meaning tcount > ttable. The calculation of the coefficient of determination yield rxy2 = 0,5602 = 0,3138. This shows that 31,38% variation in the purchase decision is determined by the image of the brand. Conclusions of this study is that there is a positive relationship between brand image with gsm card purchase decision on Indosat IM3 S1 Commerce Education Studies Program. The calculation of the coefficient of determination yield rxy2 = 0,5602 = 0,3138. This shows that 31,38% variation in the purchase decision is determined by the image of the brand. Conclusions of this study is that there is a positive relationship between brand image with gsm card purchase decision on Indosat IM3 at student of S1 Commerce Education Studies Program.

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