HUBUNGAN ANTARA IKLAN DENGAN KESADARAN MEREK HANDPHONE POLYTRON PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Nurochman, Arif (2013) HUBUNGAN ANTARA IKLAN DENGAN KESADARAN MEREK HANDPHONE POLYTRON PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ARIF NUROCHMAN. 8135101865. The Correlation Between Advertising With Brand Awareness Of Commerce Education Student at Faculty Of Economics, Universitas Negeri Jakarta. Thesis, Jakarta: Study Program of Commerce Education, Dapartment of Economics and Administration, Faculty of Economics, Universitas Negeri Jakarta, June 2014. The study is aimed at obtaining valid, factual information and knowledge about correlation between Advertising with Brand Awareness handphone Polytron at commerce education student at faculty economics, UNJ. This study used a descriptive method with a correlation approach. Independent variable is Advertising and brand awareness as the dependent variable. The population in this study were commerce education student at faculty economics, UNJ, while the population of inaccessibility commerce education student 2011. The sample used by 40 people. The sampling technique used in this study is simple random sampling table of 36 people by Isac and Michael with an error level of 5%. Data analysis techniques starts with finding a simple linear regression equation and obtained Ŷ = 61,90 + 0,35X Test requirements analysis is the normality test on the estimated regression error Y over X with liliefors obtained Lhitung test (Lo) 0,0990, while the significant level of 0.05 was Ltabel (Lt) 0,148. Because Lhitung < Ltabel the estimated regression error Y over X (Y - Ŷ) normal. While the linearity test obtained regression of Fhitung (1,01) <Ftable (2.42), so it was concluded that the linear regression model. Hypothesis tests on the significance of the regression is known that the model of F (8,79) > F (4,13), Hypothesis tests with test product moment correlation coefficient of Pearson obtained rxy = 0,453, then this means that there is a positive relationship between Advertising and brand awareness. From the t-test calculation known t count = (2,964)> table = (1.68), so this shows that there is a positive relationship between Advertising with brand awareness. While the results of the calculation of the coefficient of determination values obtained 20,53% which indicates that the brand awareness is determined by the Advertising at 20,53%. The result of this study has proved the existence of a positive and significant correlation between Advertising with brand awareness handphone Polytron at commerce education student at faculty economics, UNJ. This means that if the higher Advertising will make the better brand awareness on consumer.

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