HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN AIR MINERAL MEREK AQUA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

KURNIAWAN, FAJAR DWI (2018) HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN AIR MINERAL MEREK AQUA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Fajar Dwi Kurniawan, The Correlation Between Promotion dan Brand Image with Purchase Decision Mineral Water Aqua in Faculty Of Economic Student, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 5 months, starting from February to June 2018. The purpose of this study is to determine the correlation between promotion and brand image with purchase decision mineral water Aqua in Faculty Of Economic Student, State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 111 people. The resulting regression equation is Ŷ = 29,923 + 0,425 X1 + 0,370 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 produces Fcount < Ftable is 0,999 <3.072 and testing linearity of regression Y on X2 produces Fcount < Ftable is 1.087 <3.072, so it is concluded that the linear equation regression. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 14,368 > 3,072, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2,664 and ttable = 1,6544 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2.117 and ttable = 1,65744. It can conclude that is have correlation between promotion and brand image with purchase decision possitive and significant. The coefficient of determination Y on X1 and X2 obtained by 0,191 indicating that, 19,1% variable purchase decision is determined by the promotion and brand image. Keyword: Purchase Decision, Promotion, Brand Image

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