HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN LAPTOP ASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

UNDHIYANTIK, FITRI WAHYU (2019) HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN LAPTOP ASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

FITRI WAHYU UNDHIYANTIK, The Correlation between Brand Image and Product Quality with Purchase Decision Laptop Asus in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. The purpose of this study is to determine the correlation between brand image and product quality with purchase decision laptop Asus in The Faculty of Economics Student in State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from January to June 2019. 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 106 people. The resulting regression equation is Ŷ = 28,179 + 0,347 X1 + 0,393 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, 32,198 > 3,087, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 4,040 and ttable = 1,65978 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 4,328 and ttable = 1,65978. The value of correlation coefficient between variable of brand image (X1) to purchase decision (Y) equal to 0,522 and value of correlation coefficient between variable of product quality (X2) to purchase decision (Y) equal to 0,536 . Thus, there is a positive and significant relationship between brand image and purchase decision and there is a positive and significant relationship between product quality and purchase decision. The coefficient of determination Y on X1 and X2 obtained by 0,385 indicating that 38,5% variable purchase decision is determined by the brand image and product quality. Meanwhile, the remaining 61,5% is influenced by other factors. Key word: Purchase Decision, Brand Image, Product Quality

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