HUBUNGAN ANTARA BRAND EXTENSION DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN ASUS SMARTPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

ISMAIL, ISMAIL (2019) HUBUNGAN ANTARA BRAND EXTENSION DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN ASUS SMARTPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Ismail, The Correlation between Brand Extension and Product Quality with Purchase Decision Asus Smartphone in Faculty of Economics Student, 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 extension and product quality with the decision to purchase Asus Smartphone in Faculty Of Economic Student, 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 113 people. The resulting regression equation is Ŷ = 26,355+ 0,402 X1 + 0,490 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 48,671 > 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 = 3,746 and ttable = 1,984 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 5,754 and ttable = 1,984. The value of correlation coefficient between variable of brand extension (X1) to purchase decision (Y) equal to 0,557 and value of correlation coefficient between variable of product quality (X2) to purchase decision (Y) equal to 0,624. Thus, there is a positive and significant relationship between brand extension 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 0,469 indicating that 46,9% variable purchase decision is determined by the brand extension and product quality. Meanwhile, the remaining 53.1% is influenced by other factors. Keyword:, Brand Extension, Product Quality, Purchase Decision

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