HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

FAUZIYAH, SARAH (2018) HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACK SARAH FAUZIYAH, Relationship between Celebrity Endorsement And Brand Image With Smartphone Purchasing Decision to Student of Faculty of Economics at Jakarta State University. Faculty of Economics, Jakarta State University. This research was conducted at Faculty of Economics, State University of Jakarta, for 6 months from January to June 2018. The purpose of this research is to know the relationship between celebrity endorsement and brand image with the decision of purchasing smartphones at the students of Faculty of Economics, State University of Jakarta. The research method used is survei method with correlational approach, the population used is all students of Faculty of Economics, State University of Jakarta. The sampling technique used is the technique of purposive sampling of 121 people. The resulting regression equation is Ŷ = 23,006 + 0,430 X1 + 0,387 X2. Test the analytical requirement that is test of normality with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 and yield significant level Y value equal to 0,200, X1 value of 0.200, X2 is worth 0.200. Because the level of significance of these three variables> 0.05 it can be concluded that the data is normally distributed and can be used in further analysis. The linearity regression test of Y over X1 yields F count <Ftable is 1,318 <3,072 and the regression test of Y on X2 yields F count <Ftable is 1,468 <3,072, so it is concluded that the regression equation is linear. From the significance test of regression Y over X1 and X2 yield Fcount> Ftable ie, 37,364> 3,072, so it can be concluded that, the regression equation is significant. Furthermore, t test and Y yielded over X1 tct = 6.658 and ttable = 1.65787, Y over X2 tcount = 6,045 and ttable = 1, 1.65787. Thus, it can be concluded that, the correlation coefficient is positive and significant there is a relationship between celebrity endorsement with the purchase decision. Positive and significant there is a relationship between the brand image with the purchase decision. Positive and significant relationship between celebrity endorsement and brand image with purchase decision. The coefficient of determination of Y over X1 and X2 obtained by 0.388 indicates that, 38.8% of purchasing decision variables are determined by celebrity endorsement and brand image. Keywords: Celebrity Endorsement, Brand Image, Purchase Decision

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