HUBUNGAN ANTARA DUKUNGAN SELEBRITI DENGAN MINAT BELI SABUN LUX PADA MAHASISWA PRODI PENDIDIKAN TATA NIAGA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Nisa, Nashiratun (2014) HUBUNGAN ANTARA DUKUNGAN SELEBRITI DENGAN MINAT BELI SABUN LUX PADA MAHASISWA PRODI PENDIDIKAN TATA NIAGA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

NASHIRATUN NISA. The Correlation Between Celebrity Endorsement With Purchase Intention of Lux Soap at Study Program of Commerce Education and Administration Department Faculty Economics State University of Jakarta.Script. Jakarta: Study Program of Commerce Education and Administration Department Faculty Economics State University of Jakarta, June 2014. The aim of this research is to find the possibility a positive correlation between Celebrity Endorsement with Purchase Intention of Lux Soap at Study Program of Commerce Education and Administration Department Faculty Economics State University of Jakarta. Jakarta. The research method used is survey method with the correlational approach. Population in the research is allof student Study Program of Commerce Education and Administration Department Faculty Economics State University of Jakarta, where as the possible populations whostudents of Study Program of Commerce Education 2013/2014 generation, amounting to 44 people. The technique which is used in gathering the sample was simple random sampling about 40 people. The resulting regression equation is Ŷ = 27,42 + 0,75 X. Test requirements analysis of the normality test error of estimated regression of Y on X to produce Lcount liliefors test = 0,0627, while the Ltable for n = 40 at 0,05 significant level is 0,1401. Because the Lcount< Ltable then an error estimate of Y on X is normally distributed. Testing linearity of regression produces Fcount< Ftable is 1,32<2,15, so it was concluded that the linear equation regression. From test significance regression produces Fcount> Ftable which is 15,37>4,10, meaning that the regression equation is significant. Correlation coefficient of Pearson Product Moment generating rxy= 0,537, then performed the test significance correlation coefficient using the t test and the resulting tcount= 3,921 dan ttable = 1,69. It can be concluded that the correlation coefficient rxy = 0,537 is significant. The coefficient of determination obtained for 28,80% which shows that 28,80% of the variation of performance is determined by the work fatigue.

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