HUBUNGAN ANTARA KEPERCAYAAN MEREK DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

AMELIANI, ANANDA (2019) HUBUNGAN ANTARA KEPERCAYAAN MEREK DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ANANDA AMELIANI, The Correlation between Brand Trust and Advertising with Buying Decision Tea Bottle Sosro in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from February to July 2019. The purpose of this study is to determine the correlation between brand trust and advertising with buying decision Tea Bottle Sosro in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 108 people. The resulting regression equation is Ŷ 39,431 + 0,247 X1 + 0,170 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 10.719 > 3,079, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2,971 dan ttable = 1,65950 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2,368 dan ttable = 1,65950. The value of correlation coefficient between variable of brand trust (X1) to buying decision (Y) equal to 0,354 and value of correlation coefficient between variable of advertising (X2) to buying decision (Y) equal to 0,316. Thus, there is a positive and significant relationship between brand trust and buying decision and there is a positive and significant relationship between advertising and buying decision. The coefficient of determination Y on X1 and X2 obtained by 0,170 indicating that 17,0% variable buying decision is determined by the brand trust and advertising. Meanwhile, the remaining 83,0% is influenced by other factors. Key word: Buying Decision, Brand Trust, Advertising

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