HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SMARTFREN PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Primaningrum, Rizky (2015) HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SMARTFREN PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RIZKY PRIMANINGRUM. CORRELATION BETWEEN BRAND IMAGE AND PRODUCT QUALITY WITH SMARTPHONE’S PURCHASE DECISION OF BRAND SMARTFREN ON STUDENT DEPARTMENT OF ECONOMICS AND ADMINISTRATION OF FACULTY OF ECONOMICS STATE UNIVERSITY OF JAKARTA. Script, Jakarta: Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, June 2015. The study is aimed at obtaining valid, factual information and knowledge about correlation between brand image and product quality with smartphone’s purchase decision of brand Smartfren on students Department of Economics and Administration of Faculty of Economics State University of Jakarta. This study used a survey method with a correlation approach. The independent variables are the brand image and product quality. The purchase decision as dependent variable. The population in this study were all students of the Department of Economics and Administration at the Faculty of Economics, State University of Jakarta, while the population of inaccessibility student in the Department of Economics and Administration class of 2011 and 2014. The samples used were 110 students. The sampling technique used in this study is a simple random technique were 84 students based tables Isaac and Michael with an error level of 5 %. Data analysis techniques starts with finding test requirements analysis through normality test with a significance level of 0.928 means that the data were normally distributed and linearity test of each variable of 0.000 so as to have a linear relationship. While the linear regression coefficient table value tolerance and VIF is 0,452 and 2,214 which is less than 10. While multiple linear regression obtained r value of 0.597 and 0.596. Multiple regression equation y = 24.299 + 0.355 ( X1 ) + 0.244 ( X2 ) . Fhitung (28.002) > Ftabel ( 3.11 ) . R value of 0.639. Results of this research have proved the existence of positive and significant correlation between brand image and product quality with brand smartphone purchase decision smartfren at the Department of Economics and Administration student at the Faculty of Economics, State University of Jakarta. This means that if the higher brand image and product quality, the higher the purchase decisions on students.

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