HUBUNGAN ANTARA CITRA MEREK DAN PELAYANAN PURNA JUAL DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

LESTARI, UKI (2018) HUBUNGAN ANTARA CITRA MEREK DAN PELAYANAN PURNA JUAL DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACT UKI LESTARI, The Correlation between Brand Image and After Sales Service with The Purchase Decision Samsung Smartphone in The Faculty of Economics Student State University of Jakarta in Jakarta. Script, Jakarta: Faculty of Economics, State University of Jakarta, 2018. This research was conducted in the Faculty of Economics Student State University of Jakarta in Jakarta, for 5 months, starting from February to June 2018. The purpose of this study is to determine the correlation between brand image with the purchase decision Samsung Smartphonein The Faculty of Economics Student in State University of Jakarta and to determine the correlation between after sales service with the purchase decision Samsung Smartphone in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlational approach, population used are all student in The Faculty of Economy State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 121. For data collecting researchers using questionnaires with Likert scale. The variables are Purchase Decision (Y), Brand Image (X1) and After Sales Service (X2) is the primery data obtained from the dissemination of research questionnaires. Data analysis technique used is, first test requirement analysis consisted of test ofnormality and test of lineararitas. Both multiple linear regression tests. The threehypothesis test that contains t test and F test. Fourth multiple correlation test. The last one is analysis of coefficient of determination. Tcount on Brand Image variable equal 7,736 and tcount on After Sales Service that is equal to 4,633 where ttable equal to 1,657, this means there is significant partial correlation of Brand Image and After Sales Service. Because tcount> t tabel . While for test F, found the result Fcount of 68,084 and Ftable value 3,07. Where can be drawn the conclusion that there influence simultaneously between variable Brand Image and After Sales Service. Because Fcoutnt>Ftable, Multiple regressionequation obtained result Ẏ = 43,338 + 0,393X1 + 0,199X2. R2 coefficient of determination value of 0,536. This means that Brand Image (X1) and After Sales Service (X2) variables affect Purchase Decision (Y) by 53%. Key word: Purchase Decision, Brand Image, After Sales Service

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