HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PELAYANAN DENGAN MINAT BELI ALFAMART DUREN TIGA PADA WARGA RT 008 KELURAHAN DUREN TIGA KECAMATAN PANCORAN DI JAKARTA

ZAIMAH, ZAIMAH (2019) HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PELAYANAN DENGAN MINAT BELI ALFAMART DUREN TIGA PADA WARGA RT 008 KELURAHAN DUREN TIGA KECAMATAN PANCORAN DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ZAIMAH, RELATIONSHIP BETWEEN BRAND IMAGES AND QUALITY OF SERVICE WITH BUYING INTEREST ALFAMART DUREN TIGA AT CITIZENS RT 008 KELURAHAN DUREN TIGA KECAMATAN PANCORAN IN JAKARTA. The purpose of this study is to delenmine correlation between Brand Image and Service Quality with Pundase Intention of Alfamart Duren Tiga Jakarta. This Survey used correlation approad with technidue of purposive samply to 100 respondents. As a result, there is a positive correlation between Band Image and Service Quality to pundase Intention of Duren Tiga Jakarta both partially and simultiy. The research method used is survey method with the correlational approach, population used are all consumers Alfamart Duren Tiga di Jakarta.. The sampling technique used technique of Purposive sampling as many as 100 people. To capture data from the three variables used the Likert scale model for brand image (X1), service quality (X2) and buying interest (Y). Before the instrument is used, before the validity test is done for variables X1, X2 and Y. For X1 variables from 15 items there are 13 valid statements, for X2 of 32 statements there are 28 valid statements, while for Y variables of 30 statements there are 26 statements valid. Calculation of reliability of the three variables using the Cronbach Alpha formula. The reliability results of X1 variables are 0.859, X2 variable is 0.909 and Y variable is 0.949. These results prove that the instruments of the three variables can be said to be reliable. The regression equation is Ŷ = 36,623 + 0,810X1 + 0,303X2. The regression significance test delenmen Fcount> Ftable which is 44,543> 3,10 means that the regression equation is significant. Furthermore, the t test is done and the result is tcount X1-Y = 6.279 and t table = 1.66 and tcount X2-Y = 4.151 and t table = 1.66. The Product Moment correlation coefficient from Pearson produces rxy = 0.692 is significant. The coefficient of determination obtained is 47.9% which indicates that buying interest is determined by brand image and service quality. The results of this study indicate that brand image and service quality stimulant have a positive and significant effect on purchase intertion. Keywords : Brend Image, Purchase Intention and Service Quality

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