HUBUNGAN ANTARA CITRA MEREK DAN PROMOSI DENGAN PERPINDAHAN MEREK KARTU SUBSCRIBER IDENTITY MODULE (SIM) XL AXIATA KE KARTU SUBSCRIBER IDENTITY MODULE (SIM) TELKOMSEL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

GIOVANNI, VARIAN (2018) HUBUNGAN ANTARA CITRA MEREK DAN PROMOSI DENGAN PERPINDAHAN MEREK KARTU SUBSCRIBER IDENTITY MODULE (SIM) XL AXIATA KE KARTU SUBSCRIBER IDENTITY MODULE (SIM) TELKOMSEL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

VARIAN GIOVANNI, The Correlation between Brand Image and Promotion with Brand Switching Subscriber Identity Module (SIM) Card XL Axiata to Subscriber Identity Module (SIM) Card Telkomsel 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 five months, starting from February to June 2018. The purpose of this study is to determine the correlation between brand image and promotion with brand switching Subscriber Identity Module (SIM) Card XL Axiata to Subscriber Identity Module (SIM) Card Telkomsel 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 171 people. The resulting regression equation is Ŷ = 43,438 + 0,293 X1 + 0,290 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 1,058 <3.053 and testing linearity of regression Y on X2 produces Fcount < Ftable is 1,012 <3.053, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 36,993 > 3,053, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, Y on X1 tcount = 3,868 and ttable = 1,65397 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, Y on X2 tcount = 3,753 and ttable = 1,65397. It can conclude that is possitive and significant. The coefficient of determination Y on X1 and X2 obtained by 0,306 indicating that, 30,6% variable brand switching is determined by the brand image and promotion.. Keyword: Brand Switching, Brand Image, Promotion

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