HUBUNGAN ANTARA PERIKLANAN KOMPETITIF DENGAN PERPINDAHAN MEREK DARI PROVIDER LAIN KE TELKOMSEL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Megasari, Indah (2012) HUBUNGAN ANTARA PERIKLANAN KOMPETITIF DENGAN PERPINDAHAN MEREK DARI PROVIDER LAIN KE TELKOMSEL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

INDAH MEGASARI: Correlation Between Competitive Advertising with Brand Switching From Other Providers To Telkomsel On Student Of Education Business Administration Program State University of Jakarta. Thesis. Jakarta: Study Program Of Education Business Administration, Economics and Administration Department, Faculty of Economics, State University of Jakarta, in June 2012. The purpose of this research is to known about the Correlation Between Competitive Advertising And Brand Switching From Other Providers To Telkomsel On Student Of Education Business Administration Program State University of Jakarta. The study was conducted over 4 months from February to June 2012. The method used is survey method approach to correlation. The population in this study were all students of Tata Commerce Education Studies Faculty of Economics, State University of Jakarta using Telkomsel. Inaccessibility is a student population of Education Business Administration 2008, amounting to 40 people. Then, based on the determination of the sample table of Isaac and Michael amount of sample from a population with a sampling error of 5% is 36 students, simple Random Sampling technique. Alpha Cronbach Formulas, The results of the reliability of brand switching for = 0885, while the reliability of Competitive Advertising = 0958. Equation of the simple linear regression give the formula of regression Ŷ=10.07+0.84X. The analysis conditional test proved the validation on variable Y to variabel X is normal distributed. Its proved by the calculation that used liliefors test at significant level (α) 0.05 that indicates Lcounted=0.1119 < Ltable 0.1476. The Lo<Lt. This means that the error estimate of Y on X is normally distributed. While the linearity test result Fcount (1.19 <Ftable (3.27), this means that used linear regression models. Obtained regression test keberartian Fcount (180.61) > Ftable (4.11). Test the product moment correlation coefficient rxy yield of 0.91. The results obtained are t count (12.75), while the Ttable on dk = n - 2 = 34-2 = 34 and the 0.05 level is 1,684, meaning tcount>Ttable. The calculation of the coefficient of determination yield rxy2 = 0.91² = 0.81. This shows that 81%. The conclusion of research show that a positive correlation between competitive advertising and brand switching from other providers to Telkomsel on Student of Economic Business Administration Program State University of Jakarta. It means if competitive advertising level is good, brand switching from other providers to telkomsel, just the opposite.

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