HUBUNGAN ANTARA KESADARAN MEREK DENGAN LOYALITAS PELANGGAN PRODUK SAUS SASA PADA WARGA RW 13 KELURAHAN MEKARSARI KECAMATAN CIMANGGIS DEPOK

Haryani, Ine (2014) HUBUNGAN ANTARA KESADARAN MEREK DENGAN LOYALITAS PELANGGAN PRODUK SAUS SASA PADA WARGA RW 13 KELURAHAN MEKARSARI KECAMATAN CIMANGGIS DEPOK. S1 thesis, Universitas Negeri Jakarta.

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Abstract

INE HARYANI: The Relationship Between Brand Awareness with customer loyalty Sasa sauce products in RW 13, Village Mekarsari, Cimanggis, Depok. Faculty of Economics, State University of Jakarta. 2014. This study aims to obtain empirical data, valid and reliable as to whether there is the Relationship Between Brand Awareness with customer loyalty Sasa sauce products in RW 13, Village Mekarsari, Cimanggis, Depok. This research was conducted in RW 13 Sub Mekarsari, Depok. The method used was a survey method with the correlational approach. The sampling technique is simple random sampling (simple random sampling technique). The population in this study were all residents of RW 13 are aware of the brand loyal to Sasa and Sasa products of 500 residents. Samples taken as many as 32 people. In calculating the data of the two variables used Likert scale questionnaire for brand awareness (brand awareness) (variable X) and customer loyalty (variable Y). Before the instrument of the two variables are used, to test the validity. Variable X, of 25 validated the statement after statement that there is one item dropped, while the statement has a valid criterion or as many as 24 point statement. Variable Y, of 28 validated the statement after statement that there are 2 points dropped, while the statement has a valid criterion or as many as 26 point statement. Calculation of reliability of both variables using Cronbach alpha formula. The results of the X variable reliability was 0.96 and the results of the Y variable reliability was 0.95. These results prove that the instrument reliably. Test requirements analysis is the normality test on the estimated regression error Y over X with Liliefors generate test Lhitung = 0.0626, while for n = 32 Ltabel at the 0.05 significance level is 0.157. Because Lhitung <Ltabel the estimation error Y over X is normally distributed. The resulting regression equation is Y = 54.97 + 0.43 X Test the significance of regression yield of F> F, ie 7.84> 4.17, meaning that the regression equation significantly. Testing linearity of regression produces Fhitung <F table, namely 2.10 <2.34, so it can be concluded that the linear regression equation. The correlation coefficient of Pearson Product Moment generating rxy = 0.455, then test the significance of the correlation coefficient using the t test and the result of t = 2.799 and t table = 1.69. Thus, it can be concluded that the correlation coefficient rxy = 0.455 is significant. The coefficient of determination obtained for 20.71% 20.71% which shows that customer loyalty variable is determined by brand awareness (brand awareness). The results of the calculations conclude there is a positive relationship between brand awareness to customer loyalty products Sasa sauce on RW 13, Village Mekarsari, Cimanggis, Depok.

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