HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUASAN PELANGGAN MCDONALDS PADA WARGA RW 011 KELURAHAN JATIRAHAYU KECAMATAN PONDOK MELATI DI BEKASI

Astrini, Witri (2015) HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUASAN PELANGGAN MCDONALDS PADA WARGA RW 011 KELURAHAN JATIRAHAYU KECAMATAN PONDOK MELATI DI BEKASI. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (834kB) | Preview
Preview	Text Table_of_Content.pdf Download (191kB) | Preview
Preview	Text Chapter_1.pdf Download (211kB) | Preview
	Text Chapter_2.pdf Restricted to Repository staff only Download (239kB) | Request a copy
Preview	Text Chapter_3.pdf Download (279kB) | Preview
	Text Chapter_4.pdf Restricted to Repository staff only Download (489kB) | Request a copy
Preview	Text Chapter_5.pdf Download (92kB) | Preview
Preview	Text Bibliography.pdf Download (175kB) | Preview

Abstract

WITRI ASTRINI. The Correlation Between Brand Equity With Customer Satisfaction McDonalds On The Resident Of RW 011 Kelurahan Jatirahayu Kecamatan Pondok Melati in Bekasi. Commerce Education Studies Program, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, January 2015. The purpose of this study to determine a positive relationship between brand equity to customer satisfaction McDonalds on RW 011 Kelurahan Jatirahayu Kecamatan Pondok Melati in Bekasi. This research was conducted in RW 011 Kelurahan Jatirahayu Kecamatan Pondok Gede in Bekasi. For four months, starting from November 2014 until January 2015. Research method is a survey method with the correlation approach. The population in this study were all residents of RW 011 Kelurahan Jatirahayu Kecamatan Pondok Melati in Bekasi. Population inaccessibility is a resident of RT 04 RW 011 Kelurahan Jatirahayu Kecamatan Podnok Melati in Bekasi, as many as 45 people. The sampling technique used is simple random technique as many as 30 people. To capture the data from the two variables used questionnaire Likert scale model for Brand Equity (Variable X) and Customer Satisfaction (Variable Y). befor this instrument is used to test the validity of these two variables. For a variable X, of 40 validated the statement after the statement that there are seven drop, while meeting the criteria or valid statement consist of 33 items. For variable Y, of 31 validated the statement after the statement that there are 6 drop, while meeting the criteria or invalid consist of 26 framed items. The calculation of the reliability of both variables using Cronbach Alpha Formula. The results of the X variable reliability of 0,927 and Y variable reliability result by 0,918. This result proved that the instrument is reliable. The resulting regression equation is Ŷ = 31,92 + 0,56 X Test requirements analysis is the normality test on the estimated regression error Y over X with Liliefors generate test Lhitung = 0,0804, whereas for n Ltable 40 at significance level of 0,05 was 0,140. Because Lhitung < Ltable the estimated regression error Y over X is normally distributed. Testing linearity of regression produces Fhitung > Ftable, is 22,57 > 4,10, meaning that the regression equation significantly. The correlation coefficient of pearson product moment generating rxy = 0,610, then test the significance of the correlation coefficient using the t test and the result of thitung = 4,750 and ttable = 1,68. It can be concluded that the correlation coefficient rxy = 0,3726 is significant. The coefficient of determination obtained for 37,26% which indicates that the variation customer satisfaction is determined by brand equity.

Actions (login required)

View Item