HUBUNGAN ANTARA FITUR PRODUK DAN PROMOSI DENGAN PERPINDAHAN MEREK SMARTPHONE SAMSUNG KE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

OKTAVIANINGRUM, ASTRI (2019) HUBUNGAN ANTARA FITUR PRODUK DAN PROMOSI DENGAN PERPINDAHAN MEREK SMARTPHONE SAMSUNG KE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Astri Oktavianingrum, 8135151307,The Relationship Between Product Features And Promotion With The Brand Switching of Samsung Smartphone Brands to Xiaomi in Faculty of Economic Students in The Economic Faculty of Jakarta State University The purpose of this study was to determine the relationship between Product Features and Promotion with Samsung Smartphone Brand Transfer to Xiaomi at the Faculty of Economics Students at Jakarta State University. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months from January 2019 to July 2019. The research method used was the survey method. The population used is the Students of the Faculty of Economics, Jakarta State University. The sampling technique used was purposive sampling technique of 105 people. For data collection researchers used a questionnaire with a Likert scale. The three variables namely Brand Transfer (Y), Product Features (X1), Promotion (X2) are the primary data obtained from the distribution of research questionnaires. The data analysis technique used is the first test for normality and linearity. Both tests are multiple linear regression. The three hypothesis tests contained the t test and the F test. Fourth was a multiple correlation test. The last calculation is the analysis of the coefficient of determination. thitung for Product Feature variable is 7,430 and thitung for Promotion variable is 10,277. Where the table is 1.65993, it means that there is a significant partial effect on the Product Feature and Promotion with Brand Switching. Because thitung> ttabel, a simple regression equation yields a result Ŷ = 20.088 + 0.569 X1. The coefficient of determination with the value of Product Feature R2 (X1) with Brand Displacement (Y) of 0.349 So that it is partially 34.9% while the determinant coefficient value R2 Promotion Variable (X2) with Brand Displacement (Y) is 0.506 partially that is 50, 6% Keywords: Brand Switching, Product Features, Promotion.

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