HUBUNGAN ANTARA PEMEREKAN EMOSIONAL (EMOTIONAL BRANDING) DENGAN LOYALITAS PELANGGAN COCA COLA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA DI JAKARTA TIMUR

Rini, Setya (2013) HUBUNGAN ANTARA PEMEREKAN EMOSIONAL (EMOTIONAL BRANDING) DENGAN LOYALITAS PELANGGAN COCA COLA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA UNIVERSITAS NEGERI JAKARTA DI JAKARTA TIMUR. S1 thesis, Universitas Negeri Jakarta.

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Abstract

SETYA RINI. The Correlation Between Emotional Branding and Costumer Loyalty of Coca Cola On Student Education Studies Program Tata Commerce, State University of Jakarta in East Jakarta. Skripsi, Jakarta: Faculty of Economics, Department of Economics and Administration, Education Studies Program Tata Commerce, January 2013. This study aimed to determine the relationship between Emotional Branding with Coca Cola Customer Loyalty Program student Commerce Education at the State University of Jakarta, East Jakarta. This research was conducted at the State University of Jakarta for eleven months in March 2012 to January 2013. The research method used was a survey method through correlational approach. The population of this study were all students of Commerce Education Studies Program who have been consuming Coca Cola and make repeat purchases at least three times in the last month, with the number 73, then the affordable student populations Commerce Education Studies Program 2008, which totaled 35 people. Samples used as many as 32 people are based on the table Isaac and Michael. Data obtained by questionnaire to emotional branding and customer loyalty. The data analysis technique to find the linear regression equation Y = 26.62 + 0.6370 X. The results of normality test error estimate Y over X with Lilliefors test showed normal distribution of data. This is proved by calculation using the Lilliefors test at the significant level of 0.05 indicates that Lhitung (0.0872) < Ltabel (0.1566). From the test results produced Fcount linearity regression (0.79) <F table (4.83) which shows that the linear regression coefficient. In hypothesis testing, regression coefficient significance test using tables Analysis of Variance (ANAVA) results Fcount (15.43)> F table (4.17) which means that the regression coefficient is significant. Correlation coefficients were calculated using the formula Product Moment generating rxy = 0.573 is included in the category. The results of significant test of correlation coefficient using t-test produces thitung (3.829)> TTable (2.042). Based on the results of these studies concluded that there is a positive relationship between emotional branding with Coca Cola customer loyalty. The calculation of the coefficient of determination obtained 32.82% yield. This means that customer loyalty is influenced by emotional branding of 32.82% and the remaining 67.18% is influenced by other factors. Results from this study is that there is a positive relationship between emotional branding with customer loyalty Coca Cola on student Commerce Education Studies Program State University of Jakarta, East Jakarta.

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