HUBUNGAN ANTARA CITRA MEREK DENGAN LOYALITAS PELANGGAN KARTU XL PADA WARGA RW 04 KELURAHAN UTAN KAYU SELATAN DI JAKARTA

Harsha, Eriendita (2013) HUBUNGAN ANTARA CITRA MEREK DENGAN LOYALITAS PELANGGAN KARTU XL PADA WARGA RW 04 KELURAHAN UTAN KAYU SELATAN DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Eriendita Harsha. The Relationship Between Brand Image with Customer Loyalty Card XL Axiata, Scription. Jakarta: Business Administration Study Program, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, January 2013. This study aims to obtain empirical data and facts are valid, valid and credible about whether there is a relationship between the Brand Image with Customer Loyalty Card XL Axiata In Citizens 004 RW Southern Utan Kayu, East Jakarta. The research was conducted in 004 RW Southern Utan Kayu, East Jakarta, during the four months from September to December 2012. The method used is a survey method with the correlational approach. The sampling technique used is simple random technique. The population in this study were 004 Southern Utan Kayu, East Jakarta. Samples taken as many as 44 persons, and carried out with the test requirements analysis. To capture the data from the two variables used questionnaires likert scale model for Brand Image (X variable) and the Customer Loyalty (Y variable). Previous instruments used to test the construct validity in advance, for both variables. For a variable X 32 grain question once validated, there are 6 items that drop questions, while meeting the criteria or consists of 26 items valid question. For variable Y, of the 33 items questionnaire once validated, there are 6 items drop questions, while meeting the criteria or consists of 27 items valid question. Calculation of reliability of both variables using Cronbach alpha formula. The results of the X variable reliability of 0,923 and the reliability of the results of the Y variable by 0,929. Test requirements analysis, the resulting regression equation is Ŷ = 54,75 + 0,557 X . Normality Test regression error estimated Y over X with the test result liliefors Lcount = 0,080, while Ltable for n = 44 at 0.05 significance level is 0.133, as Lcount < Ltable the error estimates Y on X is normally distributed. Testing linearity of regression produces Fcount < Ftable, is 1,03 < 2,24, so it was concluded that the linear equation. Test the significance of regression produces Fcount > Ftable, is 24,85 > 4,06, meaning that the regression equation is significant. The correlation coefficient of Pearson Product Moment generating rxy = 0,610 correlation significance test is then performed using t-test and the resulting tcount = 4,99 and Ttable = 1,68 at significance level and dk = 42. It can be concluded that the correlation coefficient rxy = 0,610 is significant. The coefficient of determination were obtained for 37,17%, which indicates 37,17% that the Brand Image is determined by the Customer Loyalty. Results from this study indicate there is a positive relationship between the Brand Image with Customer Loyalty Card XL Axiata In Citizens 004 RW Southern Utan Kayu, East Jakarta.

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