HUBUNGAN ANTARA CITRA MEREK DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

CHOIRUNNISA, CHOIRUNNISA (2018) HUBUNGAN ANTARA CITRA MEREK DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACT CHOIRUNNISA, The Correlation Between Brand Image And Word of Mouth with Purchase Decision Samsung Smartphone in Faculty Of Economic Student, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 5 months, starting from February to June 2018. The purpose of this study is to determine the correlation between brand image and word of mouth with purchase decision Samsung smartphone in Faculty Of Economic Student, State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 111 people. The resulting regression equation is Ŷ = 29,941 + 0,482 X1 + 0,320 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 produces Fcount < Ftable is 1,176 <3.079 and testing linearity of regression Y on X2 produces Fcount < Ftable is 1.249 <3.079, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 25,936 > 3,079, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 4,205 and ttable = 1,65909 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2.766 and ttable = 1,65909. Where can be drawn the conclusion that there influence simultaneously between variable brand image and word of mouth (wom). The coefficient of determination Y on X1 and X2 obtained by 0,324 indicating that, 32,4% variable purchase decision is determined by the brand image and word of mouth. Keyword: Purchase Decision, Brand Image, Word of Mouth

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