HUBUNGAN ANTARA KELOMPOK REFERENSI DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

KHOLIFATURROKHMAH, KHOLIFATURROKHMAH (2018) HUBUNGAN ANTARA KELOMPOK REFERENSI DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACT Kholifaturrokhmah, The Correlation Between References Group And Advertisement With Purchase Decision Samsung Smartphone On Students Faculty Of Economics In State University Of Jakarta At Jakarta. Study Program of Business Education, Faculty of Economics. State University of Jakarta.. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for five months, starting from February to June 2018. The purpose of this study is to determine the correlatoin between references group with the purchase decision, the correlation between advertisement with the purchase decision and the correlation between references group and advertisement in together 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 correlation approach and 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 131 people. The resulting regression equation is Ŷ = 27,030 + 0,315 X1 + 0,437 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimatessignificance 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 0,998 < 3,072 and testing linearity of regression Y on X2 produces Fcount < Ftable is 0,961 < 3,072, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 25,261 < 3,072, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting Y on X1, tcount = 2,837 > ttable= 1,65685 and Y on X2, tcount = 3,702 > ttable = 1,65474. It can conclude that is possitive and significant, so there is the correlation between X1 with Y, X2 with Y, X1 and X2 with Y. The coefficient of determination Y on X1 and X2 obtained by 0,283 indicating that, 28,3% variable customer satisfaction is determined by the references group and advertisement. Key word: The Purchase Decision, References Group, Advertisement

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