HUBUNGAN ANTARA CITRA MEREK DENGAN LOYALITAS MEREK PROVIDER INDOSAT IM3 PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNJ

Kurniawan, Ade (2012) HUBUNGAN ANTARA CITRA MEREK DENGAN LOYALITAS MEREK PROVIDER INDOSAT IM3 PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI UNJ. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ADE KURNIAWAN. The correlation between brand image with brand loyalty on student of university economic and administration department state Universty Of Jakarta.,Script, Jakarta : Studies Program Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, June 2012. The purpose of this research is to know the correlation between brand image with brand loyalty on student of university economic and administration departement state Universty Of Jakarta. This research have been done for 6 months since October 2011 until June 2012. The method of research is survey method with correlation approach. The populations of this research is all on student of university economic and administration department state Universty Of Jakarta, which is 120 person and the sample is 89 person with 5% wrong ability. Technic for getting sample is simple random proportional. For getting the data of variaele data X and Y was used likert sacle. The analysis test by finding regression equation, that is Y = 41.61 + 0,503X. After that data normality test is done by using lilliefors formula and the result was L count = 0,080 in significant level 0,05 and L table = 0, 094, so L count < L table. Mean that the mistake of prediction regression Y to X had normal distribution. For regression linearity test, F count (1.20) < F table (1,69), showing that regression was linear. While regression significance test and the result was, F count (30.96) > F table (3,96). It shows it had significance regression. The result of product moment of correlations coefficient test was r xy = 0,262 continued by using correlations coefficient significance test with t-test. Counting result was, t count = 5.564 while t table = 1,67 and so, t count > t table. It means that there were significance and positive correlations between on student perception about brand image with brand loyaty. Beside that, the result of determination coefficient test was 0.262 %, it means that brand loyalty variable determined by 26.24% with brand image variable. The conclusion of the research has shown that there was a positive correlations between brand image with brand loyalty on student of university economic and administration department state Universty Of Jakarta. Key Words : Brand Image, Brand Loyalty

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