HUBUNGAN ANTARA IKLAN DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN PROVIDER IM3 INDOSAT PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Septianingtyas, Irma Aulia (2016) HUBUNGAN ANTARA IKLAN DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN PROVIDER IM3 INDOSAT PADA MAHASISWA PROGRAM STUDI PENDIDIKAN TATA NIAGA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

IRMA AULIA SEPTIANINGTYAS. THE CORRELATION BETWEEN ADVERTISEMENT AND BRAND IMAGE WITH PURCHASE DECISION PROVIDER IM3 INDOSAT, TO COLLEGE STUDENT COMMERCE EDUCATION STUDIES PROGRAM FACULTY OF ECONOMICS IN STATE UNIVERSITY OF JAKARTA. Skripsi, Jakarta: Study Program of Commerce Education, Faculty of Economics, State University of Jakarta, June 2016. The research was conducted at State University of Jakarta, East Jakarta, for five months from February 2016 until June 2016. The research method used is survey method with the correlational approach. Population in this research is students commerce education studies program of State University of Jakarta. The technique which is used in gathering the sample was purposive sampling about 65 respondents. To capture data from these three variables are used questionnaire Likert Scale models for Advertisement (X1 Variable), Brand Image (X2 Variable) and Purchase Decision (Y Variable). Before the instrument is used tested the validity for variable X1, X2 and Y. For variable X1, from 36 statements there are 29 points that valid, for variable X2, from 27 statements there are 22 points that valid., and for variable Y, from 30 statements there are 24 points that valid. Reliability calculation of both variables using Cronbach Alpha formula. The results of the X1 variable reliability are 0,852, the results of the X2 variable reliability are 0,792 and the results of the Y variable reliability are 0,781. Results prove that the instrument is reliable. The resulting regression equationis Ŷ = 2,445 + 0,632X1 + 0,218X2. From test significance regression produces Fcount > Ftable, which is 18,857 > 3,15, the meaning is the regression equationis significant. Then performed the test significance correlation coefficient using the t test and the resulting tcount X1-Y = 4,830 and ttable = 1,66, tcount X2-Y = 2,559 and ttable = 1,66. Correlation coefficient of Pearson Product Moment generating rxy = 0,615. It can be concluded that the correlation coefficient rxy= 0,615 is significant. The coefficient of determination obtained for 37,8% which shows that 37,8% of the variation of purchase decision determined by advertisement and brand image.

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