HUBUNGAN ANTARA KOMUNITAS MEREK DENGAN LOYALITAS MEREK PENGGUNA INDOSAT BLACKBERRY PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Yanti, Renny (2013) HUBUNGAN ANTARA KOMUNITAS MEREK DENGAN LOYALITAS MEREK PENGGUNA INDOSAT BLACKBERRY PADA MAHASISWA PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RENNY YANTI. Relationship Between the Brand Loyalty and Brand Communities Indosat BlackBerry Users In Commerce Education Student Faculty of Economics, State University of Jakarta. Thesis, Jakarta: Commerce Education Studies Program. Department of Economics and Administration, School of Economics, State University of Jakarta. January 2013. This study aimed to obtain data / facts right (valid, true, valid) and trustworthy (reliable) about how far the relationship between the brand community brand loyalty in students Prodi on Commerce Faculty of Economics, State University of Jakarta. The study was conducted over five months from August to December 2012. The method used is the method of survey correlational approach. The study population is students Commerce Education Studies Program and the Loyal users using BlackBerry Indosat totaling 110 students. With a population of affordable education students on Commerce 2009 as many as 40 people. Sampling error of 5% to 36 people as a sample, using simple random sampling technique. For variable data capture (Community Trademark) and a variable Y (Brand Loyalty), shaped instrument used questionnaires distributed to students of Commerce Education, after it tested the validity of the content through a validation process that is calculating correlation scores koefisian items with a total score and reliability testing with Cronbach alpha formula. Results of reliability variable X (Community Trademark) of 0.841 and a reliability variable Y (brand loyalty) of 0.999. Simple linear regression equation is Y = 48.66 + 0.4279 X. Further analysis of the requirements of the test, the first test of the normality of the estimated regression error on X using the test and obtained Liliefors Lhitung = 0.0912 compared with Ltabel at 0.05 significant level of 0.1476, the Lo < Lt. This means that the error estimates Y over X is normally distributed. The second, linearity test result Fhitung(1.52) < Ftable (2.35). In hypothesis testing, significance testing and linearity regression analysis using tables, Varian (ANAVA). Significance of test results obtained Fhitung (14.31)> F table (4.11), this proves that the regression mean. The correlation coefficient rxy sebesar 0.544. Coefficient significance test using the t test. The results obtained are thitung (3.783), while the TTable at dk = n - 2 = 34 and a significance level of 0.05 is 1.684, meaning thitung> TTable. The calculation of the coefficient of determination produce rxy2 = 0.5442 = 0.2962. This shows that 29.62% increase in brand loyalty is determined by the brand community. CONCLUSIONS: There is a positive relationship between the brand community brand loyalty indosat blackberry users. This means that higher involvement in the brand community, the higher the brand loyalty, and vice versa.

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