HUBUNGAN ANTARA INOVASI PRODUK DENGAN LOYALITAS MEREK PENGGUNA TELEPON SELULER NOKIA PADA MAHASISWA JURUSAN EKONOMI & ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Siahaya, Efratin Clara (2012) HUBUNGAN ANTARA INOVASI PRODUK DENGAN LOYALITAS MEREK PENGGUNA TELEPON SELULER NOKIA PADA MAHASISWA JURUSAN EKONOMI & ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

EFRATIN CLARA SIAHAYA. Correlation Between Product Innovation With Brand Loyalty Nokia Mobile Phone In Student Of The Economics and Administration At State University Of Jakarta. Skripsi, Jakarta: Study Program Of Economics Commerce, Departement of Economics and Administration, Faculty of Economics, State University of Jakarta, 2012. The purpose of this research is to get the information and knowledge based on valid data or fact, true and believeable about how far the correlation between product innovation with brand loyalty in student of the Economics and Administration at State University of Jakarta. This research is done in located on faculty of economics R Building, Jakarta Street Rawamangun, Jakarta 13220. This research is using survey method with correlation approach. Independent variable is product innovation and the brand loyalty is the dependent variable. The population of this research is departement of economics and administration. The sample is education administration and economic is about 81 student. The sample that is used in this research is disproportinationate stratified random sampling, The research based on the analysis of the 65 student. The technique analysis of this data is begin by finding the formula of simple linier regression, and the result is Ŷ = 38,96 + 0,903X. Analysis qualification test namely regression estimate error normality test Y for X with lilifors has the result Laccount (0,0937) < Ltabel (0,10989). It means the sample have normal distribution population. Based the result of research for regression linierness is know that Faccount (0,97) < Ftabel (1,80). It is shown that linier regression model. From hypothesis test is begin from regression meaning test has the result Faccount (32,30) > Ftable (4,00), it is known that the regression model is meaning full. Based the product moment from Pearson of Correlation coeficient test has the result the value rxy = 0,582. It means the correlation between servicescape with brand loyaltyis positif. Menwhile from the account of t-test be know taccount (5,683) > ttable (1,671), so it show that there is a meaning full (significant) between servicescape with consumer satisfaction. From the research result of determination coefficient is taken the Value 33,89 %, that show the amount of distribution of account receivable to earning power about 33,89 %. This result of study already proves that there is positive correlation and significant meaning between product innovation with brand loyalty. This matter means that if more product innovation high so it also will extant of brand loyalty.

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