HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUTUSAN PEMBELIAN BIG COLA PADA MAHASISWA PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA

Simanjuntak, Esther Melyta (2016) HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUTUSAN PEMBELIAN BIG COLA PADA MAHASISWA PENDIDIKAN TATA NIAGA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ESTHER MELYTA SIMANJUNTAK. Correlation Between Brand Equity with Big Cola Decisions Purchasing On Student Commerce Education Program at the State University of Jakarta. Thesis, Jakarta: Commerce Education Program. Department of Economics and Administration. Faculty of Economics. State University of Jakarta. May 2016. This study aimed to obtain information and knowledge based on data and facts legitimate and valid, reliable and credible about how much the correlation between brand equity with consumers purchasing decisions Big Cola on Student Commerce Education Program at the State University of Jakarta. This research was carried out for five months since the month of October 2015 to February 2016. The research method used is survey method with correlation approach. The population in this study is Students of Commerce Education Program at the State University of Jakarta who know Big Cola products totaling 168 people. The sample used as many as 115 people who ever buy or consume the Big Cola products. Sample technique used in this study is purposive sampling. To gather data variable X (brand equity) and Y (Purchase Decision), instrument used shaped a Likert scale. Before the instrument is used for variables X and Y are used test the construct validity through the validation process is the calculation of the coefficient score points with the total score and reliability tests with Alpha Cronbach formula. Results of the reliability of the variable X (brand equity) of 0.892 and Y (Decision Purchase) of 0.93. These results indicate the two variables is reliable. Test requirements analysis which transactions are carried out for the obtained regression equation is Y = 20.04 + 0,96X. Next is the estimated regression error normality test of Y on X with Liliefors test and obtain Lhitung = 0.06758 compared with Ltabel significance level of 0.05 at = 0.8262. Then Lo <Lt This means the error estimates Y over X is normally distributed. While the linierity regression testing obtained Calculate F (0,86) <F table (1.60). This shows that the linear regression model is used. Tes the significance of regression F Calculate (104.97)> F table (3.92), this proves that the mean regression. While testing the correlation coefficient of Pearson product moment obtained r xy = 0.694, then this means that there is a positive correlation between brand equity with Big Cola purchasing decisions. Then proceed with the coefficients significance test using the t test. The result is t = (10.25), While the table = the df = n-2 = 115-2 = 113 and the significance level was 0.05 (1.98), mean thitung> ttabel. It shows of this study is that there is a positive and significant correlation between brand equity with Big Cola decisions purchasing in Student Commerce Education Program at the State University of Jakarta. Calculation of the coefficient of determination obtained rxy2 = 0.6942 = 0.4816. It shows that 48.16% variation the brand equity with purchase decisions.

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