HUBUNGAN ANTARA IKLAN DENGAN CITRA MEREK TEH BOTOL SOSRO PADA MAHASISWA TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA

Haris, Abdul (2015) HUBUNGAN ANTARA IKLAN DENGAN CITRA MEREK TEH BOTOL SOSRO PADA MAHASISWA TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABDUL HARIS.The relationship between advertising sosro tea brand image with a bottle on the marketing of education students in jakarta state university .A thesis , jakarta .The marketing of education study program , the economy and administration , the economics faculty , jakarta state university .2015 . This research aims to get information and knowledge based on data or the fact that proper ( valid , true , valid ) ( reliable and trustworthy , reliable about the relationship between advertising sosro tea brand image with a bottle on the marketing of education students in jakarta state university. The method used is a method of survey research with the approach of correlational .This research was conducted in jakarta state university , for three months starting from april 2015 until june 2015 .This research is the whole population in the marketing of education students ( the 2011 , 2012 , 2013 and 2014 . The marketing of education students ( the 2011 , 2012 and 2013 ) sosro product that uses a bottle of tea with the number of 118 students .The sample collection technique used is purposive techniques of sampling as many as 89 people. Data analysis techniques starts with finding a simple regression equation, which is derived regression equation y = 24.90 + 0.572 X Test requirements analysis that estimates the error normality test regression of Y on X (Y - Ŷ) with test Liliefors obtained Lhitung = 0.068, whereas Ltabel for n = 89 at 0.05 significance level was 0.94. Because Lhitung <Ltabel the estimated error of regression of Y on X (Y - Ŷ) normal distribution. Linearity test regression Fhitung <Ftable is Fhitung = 1.46 <F table = 1.70, so it was concluded that the linear regression model. Significance of regression test Fhitung> Ftable, namely Fhitung = 50.95> F table = 3.96, meaning that the mean regression model. The correlation coefficient of Pearson Product Moment obtained r xy = 0.608, then this means there is a positive relationship between the ad with the brand image. Furthermore, the correlation coefficient significance test was done using t-test and obtained t> t table, namely t = 7.14> table = 1.68, so it can be concluded that there is a significant relationship with satisfaction ads Brand Image. The coefficient of determination obtained at 36.93%, which indicates that 36.93% Brand image is determined by the ad. The results of this research has proved the existence of a positive relationship between advertising a brand image with a bottle sosro tea on the marketing of students in jakarta state university.

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