HUBUNGAN ANTARA PENCARIAN VARIASI (VARIETY SEEKING) DENGAN PERPINDAHAN MEREK KE DOWNY PADA IBU RUMAH TANGGA RW 17 KELURAHAN DUREN JAYA DI BEKASI TIMUR

Saridewi, Ratih (2015) HUBUNGAN ANTARA PENCARIAN VARIASI (VARIETY SEEKING) DENGAN PERPINDAHAN MEREK KE DOWNY PADA IBU RUMAH TANGGA RW 17 KELURAHAN DUREN JAYA DI BEKASI TIMUR. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Ratih Saridewi. The Relationship Variety Seeking with Brand Switching to Downy on Housewife RW 17 Duren Jaya Village in East Bekasi. Skripsi, Jakarta : Program Study of Commerce Education, Department of Economics and Administration, Faculty of Economics, University of Jakarta, June 2015. This study aims to determine whether there is a relationship between variety seeking and brand switching to Downy on housewife RW 17 Duren Jaya Village in East Bekasi. This study was conducted during the four months from March to June 2015. The method uses was a survey with the correlational approach. The population is all housewife RW 17 who make brand switching to Downy amounting 130 people. The samples are 95 people with the use of simple random sampling. Based on the result of the calculation, the value obtained regression equation of the variable variety seeking and brand switching Ŷ = 41,35 + 0,58 X. Test normality regression Y on X with Liliefors test Lcount = 0,0827, while Ltabel for n = 95 the significant level 0,05 is 0,0909 because Lcount < Ltabel then Y on X normal distribution. Test liniear regression is known Fcount (1,08) < Ftabel (1,59), so it can be conclude that the linear equation. Significance test of the regression is known known Fcount (41,18) > Ftabel (3,94), meaning that a significant regression equation. Product moment correlation coefficient of Pearson is known rxy = 0,558, and next correlation significance test is then performed using t-test tcount = 6,479 dan ttabel = 1,658 the significant level 0,05 and dk = 93. Thus, it can be concluded that the correlation rxy = 0,058 is significant. Determination coefficient obtained for 31,10% which shows 31,10% brand switching determined by variety seeking. The results of this study indicate relationship of the positive and significant relationship between variety seeking and brand switching to Downy on Housewife RW 17 Duren Jaya Village in East Bekasi. Brand switching to Downy on housewife RW 17 Duren Jaya Village in East Bekasi is determined by the variety seeking of 31,10% and 68,90% of the rest influenced by other factors such as high prices, sales promotion and word of mouth negative.

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