HUBUNGAN ANTARA PERLUASAN MEREK DENGAN CITRA MEREK DOVE PADA WARGA RT004/RW004 LARANGAN INDAH TANGERANG

Pahara, Tegar Masya (2015) HUBUNGAN ANTARA PERLUASAN MEREK DENGAN CITRA MEREK DOVE PADA WARGA RT004/RW004 LARANGAN INDAH TANGERANG. S1 thesis, Universitas Negeri Jakarta.

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Abstract

TEGAR MASYA PAHARA. The relationship between Brand Extension and Brand Image Dove on Cirtizens at RT004/RW004 Larangan Indah Tangerang. Skripsi, Jakarta: Study Program Administration, Department of Economics and Business Administration, Faculty of Economics, University of Jakarta, Juny 2015. This study aims to determine whether there is a relationship between Brand Extension and Brand Image Dove on Citizens at RT004/RW004 Larangan Indah Tangerang . This study was conducted during the four months from maret 2015 to Juny 2015. The method used was a survey with the correlational approach. The population is citizens on RT004/RW004 Larangan Indah Tangerang who ever and still using Dove Brand are 68 citizens. Samples were citiziens on RT004/RW004 Larangan Indah Tangerang who ever and still using Dove Brand are 58 citizens based on tables Isaac & Michael determination of the number of samples of a given population with error 5%. The samples used were 58 people using purposive sampling technique. Brand extension with brand image have produced regression coefficient direction in amount 0,59 and produce constants in amount 32,30. Therefore , relationship form between brand extension with brand image have same regression Ŷ = 32,30 + 0,59 X. The calculation result of Lilliefors Test conclude that estimated regression error Y on X did normal distribution. This can be proved with calculation result Lo = 0,074 eventhough Lt = 0,116 it means Lo< Lt. The relationship between Brand Extension (variable X) with Brand Image (Y) is linear and significant regression significant Fcount (6,80) > Ftable (4,01) and the linear regression Fcount (1,00) < Ftable (1,86). There is a positive and significant relationship between brand extension with brand image on citizens at RT004/RW004 Larangan Indah Tangerang, it is can be proved with value thitung = 2.60 > ttabel = 1,67, it means more effective brand extension will increase brand image, otherwise if brand extension did not effective will decrease brand image. Calculation result coefficient correlation between brand extension with brand image obtained coefficient correlation rxy is 0.329. Large variations in Brand Image determined by the Extensions of 10,83%.Brand Image Dove on Citizens at RT004/RW004 Larangan Indah Tangerang is determined by the Brand Extension of 10.83% and 89.17% of the rest influenced by other factors such as customer satisfication and advertising.

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