HUBUNGAN ANTARA KEPERCAYAAN MEREK DENGAN LOYALITAS MEREK SMARTPHONE SAMSUNG PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Sahara, Rizky Amalia (2015) HUBUNGAN ANTARA KEPERCAYAAN MEREK DENGAN LOYALITAS MEREK SMARTPHONE SAMSUNG PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RIZKY AMALIA SAHARA. Correlation between brand trust and brand loyalty of Samsung Smartphone on Students of Commerce Education Faculty of Economics at State University of Jakarta. Skripsi, Jakarta: Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, June 2015. The purpose of this research is to determine the correlation between brand trust and brand loyalty on students of Commerce Education Faculty of Economics at State University of Jakarta. This study was conducted during the four months from March to June 2015. The method used was a survey with the correlational approach. The population is all students of Commerce Education. The affordable population of this research is all students of Commerce Education 2011 to 2014 who using Samsung Samrtphone totaling 78 people. Samples used as many as 65 people using simple random sampling technique which taken proportionally . The form of the correlation between brand trust and brand loyalty have a regression equation Ŷ = 38,56 + 0,61X. Based on the calculation Lo 0,0498 < Lt 0,1099, then the results of the normality test calculation error estimated Y over X normal distribution.Results of F test is known that the value of the linear regression with Fcount (1,05) < Ftable (1,90). The correlation between brand trust with brand loyalty was significant with the value of regression Fcount (14,79) > Ftable (3,99). The positive correlation between brand trust with brand loyalty on students of Commerce Education FE UNJ can be shown from the results of the correlation coefficient of 0,437 and tcount (3,852) > ttable (1,67), meaning that the higher of brand trust,will the higher of brand loyalty. The results showed that there is a positive correlation between brand trust and brand loyalty on students of Commerce Education Faculty of Economics at State University of Jakarta. Brand loyalty on students of Commerce Education FE UNJ is determined by the brand trust as much as 19,06% and 80,94% influenced by other factors, such as brand image, price, product design, satisfaction, and sales promotion.

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