HUBUNGAN ANTARA PENGGABUNGAN MEREK (COBRANDING) DENGAN EKUITAS MEREK AQUA-DANONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Poluan, Katherine Margareth (2013) HUBUNGAN ANTARA PENGGABUNGAN MEREK (COBRANDING) DENGAN EKUITAS MEREK AQUA-DANONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

KATHERINE MARGARETH POLUAN. THE CORRELATION BETWEEN CO-BRANDING WITH BRAND EQUITY AQUA-DANONE TO THE STUDENTS OF FACULTY OF ECONOMICS AT STATE UNIVERSITY OF JAKARTA. Skripsi, Jakarta: Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State Univesity of Jakarta, June 2013. The study is aimed at obtaining valid and factual information and knowledge about correlation between co-branding with brand equity Aqua-Danone to the student of Faculty of Economics at State University of Jakarta. The study employs descriptive method with correlation approach independent variable in the study is co-branding with brand equity as dependent variable. The population in this study were students of Faculty of Economics at State University of Jakarta, amounting to 62 students. While the sample used as many as 51 students. According to statistical computation the study reveals the regression Ŷ = 38,31+0,54X. Result of normality test of error estimation Y on X shows that the data are normality distributed with Lcount (Lo) 0,0769 < Ltable (Lt) 0,1194 which further means that Lo < Lt (Ho is accepted). Moreover, based on the result of hypothesis test it’s known that value for Fcount (49,00) > Ftable (4,03). For Fcount (0,952) < Ftable (1,95861) and therefore, Ho is accepted. Conclusion from the statistical computation is that the regression model of Ŷ = 38,31+0,54X is significant. tcount = (2,546) > ttable (1,684) means that Ho is accepted and the model is linier. Based on calculation the study result in determination coefficient as of 11,68% which means that brand equity is affected significantly by cobranding. Brand equity is affected by co-branding of 11,68%. The result of this study has proved the existence of a positive and significant correlation between co-branding with brand equity Aqua-Danone to the students of the Faculty of Economics at State University of Jakarta. This means that if the higher co-branding will make the better brand equity.

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