HUBUNGAN ANTARA TANGGUNG JAWAB SOSIAL PERUSAHAAN (CORPORATE SOCIAL RESPONSIBILITY) DENGAN LOYALITAS PELANGGAN PRODUK PERTAMAX PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Tifany, Septi Pravika (2013) HUBUNGAN ANTARA TANGGUNG JAWAB SOSIAL PERUSAHAAN (CORPORATE SOCIAL RESPONSIBILITY) DENGAN LOYALITAS PELANGGAN PRODUK PERTAMAX PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

SEPTI PRAVIKA TIFANY, The Correlation Between Corporate Social Responsibility With Customer Loyalty of Pertamax user On Economics and Administration Students, Faculty of Economics, UNJ. Studies Program Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, June 2013. The research was conducted at Economics and Administration, Faculty of Economics, State University of Jakarta, for four months from March 2013 until June 2013. The research method used is survey method with the correlational approach. The population in this study are Economics and Administration Students, Faculty of Economy, UNJ, where as the possible populations who used Pertamax for 1 year and knew about corporate social responsibility who held by Pertamina amount 65 residents. The technique which is used in gathering the sample was simple random sampling about 55 residents. To capture data from these two variables are used questionnaire Likert scale models for Corporate Social Responsibility (variable X) and Customer Loyalty (variable Y). Before the instrument is used tested the validity for both variables. For variable X, from 27 points statement after statement validated there are 5 points that drop invalid, while meeting the criteria or a valid statement consists of 22 points. For variable Y, From 24 points statement after statement validated contained 3 points that drop invalid, while meeting the criteria or invalid items comprised 21 statements. Reliability calculation of both variables using Cronbach alpha formula. The results of the X variable reliability of 0,92367 and the reliability of variable Y at 0,895. These results prove that the instrument is reliable. The resulting regression equation is Ŷ = 51,54 + 0,42 X. Test requirements analysis of the normality test error of estimated regression of Y on X to produce Lcount liliefors test = 0,0987, while the Ltable for n = 55 at 0,05 significant level is 0.1194. Because the Lcount < Ltable then an error estimate of Y on X is normally distributed. Testing linearity of regression produces Fcalculated <Ftable is 0,94 < 1,89, so it was concluded that the linear equation regreasi. From test significance regression produces Fcount > Ftable, which is 13,76 > 4,03, meaning that the regression equation is significant. Correlation coefficient of Pearson Product Moment generating rxy = 0,455, then performed the test significance correlation coefficient using the t test and the resulting tcount = 3,722 and ttable = 1,674. It can be concluded that the correlation coefficient rxy = 0,455 is significant. The coefficient of determination obtained for 20,72% which shows that 20,72% of the variation of customer loyalty is determined by corporate social responsibility.

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