HUBUNGAN ANTARA PENGALAMAN MEREK (BRAND EXPERIENCE) DENGAN KEPUASAN KONSUMEN PRODUK KFC PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Septiyani, Megawati (2014) HUBUNGAN ANTARA PENGALAMAN MEREK (BRAND EXPERIENCE) DENGAN KEPUASAN KONSUMEN PRODUK KFC PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

MEGAWATI SEPTIYANI. RELATIONSHIP BETWEEN CUSTOMER SATISFACTION WITH EXPERIENCE BRAND PRODUCTS KFC STUDENTS OF FACULTY OF ECONOMIC THE STATE UNIVERSITY OF JAKARTA. Thesis, New York: Commerce Education Studies Program, Department of Economics and Administration, Faculty of Economics University of Jakarta. June 2014. This study aims to determine the relationship between brand experience with customer satisfaction products kfc students of the Faculty of Economics at the State University of Jakarta based on data or facts right (valid, true, valid), and trustworthy (reliable). This study used a descriptive method with a descriptive approach to the correlation approach. Independent variable is the brand experience and customer satisfaction is the dependent variable. The population in this study was student of economic faculty jakarta public universities, while the population of inaccessibility is the student of business administration education class of 2010 and 2011 as many as 65 people. Samples used as many as 30 people. The sampling technique used in this study is simple random. Data analysis techniques starts with finding a simple linear regression equation and obtained Y = 39.51 + 0.48 X Test requirements analysis is the normality test on the estimated regression error Y over X obtained by test calculations Liliefors LO = 0.0907 while Lt = 0.157. This indicates that the regression model are normally distributed. While regression testing linearity of F = -1.42 obtained while Ftable = 4.13, this shows that the linear regression. Test of hypothesis testing with a simple correlation coefficient of Pearson product moment obtained rxy = -0.052 then this means that there is a positive hubunhgn between brand experience with consumer satisfaction. From test calculations - t known tcount = 3.77> table = 1.68, so this shows that there is a significant relationship with the brand experience customer satisfaction. Sedangka from the calculation of the correlation coefficient value of 0.27% was obtained which showed that consumer satisfaction is determined by the brand experience of 0.27%. The results of this study have proved the existence of a positive relationship between brand experience with customer satisfaction KFC products students of the Faculty of Economics at the State University of Jakarta.

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