HUBUNGAN ANTARA KEPUASAN PELANGGAN DENGAN LOYALITAS MEREK KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA

Gusman, Yuliana (2015) HUBUNGAN ANTARA KEPUASAN PELANGGAN DENGAN LOYALITAS MEREK KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

YULIANA GUSMAN. The Correlation Between Customer Satisfaction With Brand Loyalty of Kentucky Fried Chicken (KFC) Arion Mall in Commerce Education Study Program at State University of Jakarta, June 2015. The aim of the research is to find the possibility correlation between customer satisfaction with brand loyalty of Kentucky Fried Chicken (KFC) Arion Mall At Study Program of Commerce Education at State University of Jakarta. The research was conducted for four months from March 2015 until June 2015. The research method used is survey method with the correlational approach. Population in the research is allof student Study Program of Commerce Education Economics and Administration Department Faculty Economics State University of Jakarta. Where as the possible populations who students of Study Program of Commerce Education 2013 and 2014 generation, amounting to 55 people. The sampling technique used was simple random sampling technique as many as 48 people. The resulting regression equation is Ŷ = 12,48 + 0,7535 X. Test requirements analysis of the normality test error of estimated regression of Y on X to produce Lcount liliefors test = 0,0630, while the Ltable for n = 48 at 0,05 significant level is 0,1279. Because the Lcount < Ltable then an error estimate of Y on X is normally distributed. Testing linearity of regression produces Fcount < Ftable is 0,81 < 2,00, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable which is 58,42 > 4,05, meaning that the regression equation is significant. Correlation coefficient of Pearson Product Moment generating rxy = 0,748, then performed the test significance correlation coefficient using the t test and the resulting tcount = 7,643 dan ttable = 1,678. It can be concluded that there is a relationship between customer satisfaction and brand loyalty which is positive and significant. The coefficient of determination obtained for 55,95% which shows that 55,95% of the variations of brand loyalty are determined by customer satisfaction.

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