HUBUNGAN ANTARA DIFERENSIASI PRODUK DENGAN KEPUTUSAN PEMBELIAN PECEL LELE LELA PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNJ DI JAKARTA

Sari, Windy Permata (2014) HUBUNGAN ANTARA DIFERENSIASI PRODUK DENGAN KEPUTUSAN PEMBELIAN PECEL LELE LELA PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNJ DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

WINDY PERMATA SARI. The Correlation between Product Differentiation with Purchasing Decisions Pecel Lele Lela On Commerce education Student Faculty of Economics UNJ in Jakarta. Thesis, Jakarta. Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, July 2014. The purpose of this research is to obtain valid and reliability datas or facts about the possibility correlation between product differentiation with purchasing decision Pecel Lele Lela On Commerce education Student Faculty of Economics UNJ in Jakarta. The research used survey method with the correlational approach. The research was conducted at UNJ, Faculty of Economics, Commerce Education Study Program on East Jakarta for three months from April 2014 until June 2014. The population in this study was student Commerce Education State University of Jakarta. Student population is inaccessibility Commerce Education class of 2010 and 2011 were never more than two times the purchase of products Pecel Lela Lela totaling 50 people. According to statistical computation, the regression equation is Ŷ = 25,67 + 0,63X. Test requirements analysis of the normality test error of estimated regression of Y on X (Y – Ŷ) to produce Lcount liliefors test = 0,1028, while the Ltable for n = 44 at 0,05 significant level is 0,1335. Because the Lcount < Ltable then an error of estimated regression of Y on X (Y – Ŷ) is normally distributed. Testing linearity of regression produces Fcount < Ftable is Fcount = -3,54 < Ftable = 2,34, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable, which is Fcount = 29,75 > Ftable = 4,17, meaning that the regression equation is significant. Product Moment correlation coefficient of Pearson generating rxy = 0,689. Thereafter performed the test significance correlation coefficient using the t-test and the resulting tcount > ttable, which is tcount = 6,163 > ttable = 0 ,167. It can be concluded that correlation coefficient is significant. The coefficient of determination obtained for 47,49% which shows that 47,49% of the variation of purchasing decisions intention is determined by the product differentiation. The result of this research has proved the existence of a positive and significant correlation between product differentiation with purchasing decisions pecel lele lela on commerce education student faculty of economics UNJ in Jakarta.

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