HUBUNGAN ANTARA HARGA DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA

Abshari, Ivela (2015) HUBUNGAN ANTARA HARGA DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

IVELA ABSHARI, the correlation between price and brand image with purchase decision honda of commerce education students program at state university of jakarta, in January 2015. This research was conducted at the State University of Jakarta in Student Education Program trading system, during the four months from March 2015 until June 2015. The purpose of this research is to gain the proper knowledge (valid, true, valid) and trustworthy (reliable, reliable) on the relationship between price and brand image with purchasing decisions Honda on students of the Faculty of Economics, State University of Jakarta. The method used is survey method with the correlational approach. The population in this study were all students of the Department of Economics and Administration Faculty of Economics, State University of Jakarta. Population inaccessibility is a in this researchis the period 2011-2013 Student totaling 55 people. The sampling technique used was purposive sampling as many as 48 students. Based on the value of the coefficient of determination (adjusted R-square) of 0.517 or 51.7%, which means that the independent variable in this study together - equally capable of effecting change in purchasing decisions by 51.7%. Based on Coefficients table, the of tvalue Price (X1) of (4243)> ttable (2,021) and Sig (0,000) <0.05 so it can be concluded that partial hypothesis H1 is accepted and refused Ho1. This shows that there is a significant correlation between the price of the purchase decision. Based on Coefficients table, tvalue brand image (X2) of (3349)> ttable (2,021) and Sig (0.002) <0.05 so that decisions can be taken is to accept and reject Ho2 H2. In other words, there is a significant relationship between brand image with purchasing decisions. Based on test results or test ANOVA F, Fvalue (24 036)> Ftable (3.20) means that Ho is rejected so that it can be concluded price and brand image together influence the purchase decision. So it can be said that the price and brand image have a significant relationship with the purchasing decision.

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