HUBUNGAN ANTARA KESADARAN MEREK DAN ASOSIASI MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

KUSUMASTUTI, NOVALINA (2019) HUBUNGAN ANTARA KESADARAN MEREK DAN ASOSIASI MEREK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

NOVALINA KUSUMASTUTI, The Correlation between Brand Awareness and Brand Association with The Purchase Decision Smartphone Xiaomi in The Faculty of Economics Student State University of Jakarta in 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 January to June 2019. The purpose of this study is to determine the correlation between brand awareness and brand association with the purchase decision Smartphone Xiaomi in The Faculty of Economics Student State University of Jakarta in 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 105 people. The resulting regression equation is Ŷ= 18,185 + 0,606 X1 + 0,128 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smirnov 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, 40,596>3,09, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount>ttable, tcount = 6,478 and ttable= 1,65993 and performed the test significance correlation coefficient using t test and the resulting tcount> ttable, tcount = 1,777 and ttable = 1,65993. The value of correlation coefficient between variable of brand awareness (X1) to purchase decision (Y) equal to 0,653 and value of correlation coefficient between variable of brand association (X2) to purchase decision (Y) equal to 0,463. Thus, there is a positive and significant relationship between brand awareness and purchase decision and there is a positive and significant relationship between brand association and purchase decision. The coefficient of determination Y on X1 and X2 obtained by 0,443 indicating that 44,3% variable purchase decision is determined by the brand awareness and brand association. Meanwhile, the remaining 55,7% is influenced by other factors. Key word: The Purchase Decision, Brand Awareness, Brand Association

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