HUBUNGAN ANTARA CITRA MEREK PRIBADI (PRIVATE BRAND IMAGE) CARREFOUR DENGAN MINAT BELI KONSUMEN PADA WARGA RW 03 KELURAHAN TEBET BARAT KECAMATAN TEBET JAKARTA SELATAN

Arindi, Nurika (2013) HUBUNGAN ANTARA CITRA MEREK PRIBADI (PRIVATE BRAND IMAGE) CARREFOUR DENGAN MINAT BELI KONSUMEN PADA WARGA RW 03 KELURAHAN TEBET BARAT KECAMATAN TEBET JAKARTA SELATAN. S1 thesis, Universitas Negeri Jakarta.

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Abstract

NURIKA ARINDI. The Correlation between Private Brand Image of Carrefour with Customer Purchase Intention On The Residents of RW 03 Kelurahan Tebet Barat Kecamatan Tebet South Jakarta. Thesis, Jakarta. Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, July 2013. The purpose of this research is to obtain valid and reliability datas or facts about the possibility correlation between private brand image of Carrefour with customer purchase intention on the residents of RW 03 Kelurahan Tebet Barat Kecamatan Tebet South Jakarta. The research used survey method with the correlational approach. The research was conducted at RW 03 Kelurahan Tebet Barat Kecamatan Tebet South Jakarta for four months from March 2013 until June 2013. The population in this study are residents of RW 03 Kelurahan Tebet Barat Kecamatan Tebet South Jakarta, where as the possible populations were 70 residents of RT 012. The technique which is used in gathering the sample was simple random sampling about 58 residents. According to statistical computation, the regression equation is Ŷ = 52,41 + 0,60X. Test requirements analysis of the normality test error of estimated regression of Y on X (Y – Ŷ) to produce Lcount liliefors test = 0,0756, while the Ltable for n = 58 at 0,05 significant level is 0,1163. Because the Lcount < Ltable then an error of estimated regression of Y on X (Y – Ŷ) is normally distributed. Testing linearity of regression produces Fcount < Ftable is Fcount = 1,18 < Ftable = 1,89, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable, which is Fcount = 33,88 > Ftable = 4,02, meaning that the regression equation is significant. Product Moment correlation coefficient of Pearson generating rxy = 0,613, it indicates there’s a positive correlation between brand trust with customer loyalty. Thereafter performed the test significance correlation coefficient using the t-test and the resulting tcount > ttable, which is tcount = 5,81 > ttable = 1,67. It can be concluded that the correlation between private brand image with customer purchase intention is significant. The coefficient of determination obtained for 37,57% which shows that 37,57% of the variation of customer purchase intention is determined by the private brand image. The result of this research has proved the existence of a positive and significant correlation between private brand image of Carrefour with customer purchase intention on the residents of RW 03 Kelurahan Tebet Barat Kecamatan Tebet South Jakarta.

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