HUBUNGAN ANTARA VARIETY SEEKING DAN KUALITAS PRODUK DENGAN PERPINDAHAN MEREK SMARTPHONE IPHONE KE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

AMRI, MUHAMMAD RAZIF (2019) HUBUNGAN ANTARA VARIETY SEEKING DAN KUALITAS PRODUK DENGAN PERPINDAHAN MEREK SMARTPHONE IPHONE KE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

MUHAMMAD RAZIF AMRI, The Correlation between Variety Seeking and Product Quality with Brand Switching Smartphone iPhone to Samsung 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 purpose of this study is to determine the correlation between variety seeking and product quality with brand switching on smartphone iPhone to Samsung 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 158 people. The resulting regression equation is Ŷ = 12,791 + 0,441 X1 + 0,431 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, 74,132 > 3,08, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 8,235 and ttable = 1,659 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 7,520 and ttable = 1,659. The value of correlation coefficient between variable of variety seeking (X1) to brand switching (Y) equal to 0,602 and value of correlation coefficient between variable of product quality (X2) to brand switching (Y) equal to 0,564. Thus, there is a positive and significant relationship between variety seeking and brand switching and there is a positive and significant relationship between product quality and brand switching. The coefficient of determination Y on X1 and X2 obtained by 0,585 indicating that 58,5% variable customer satisfaction is determined by the variety seeking and product quality. Meanwhile, the remaining 41,5% is influenced by other variable. Key word: Brand Switching, Variety Seeking, Product Quality

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