HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN KONSUMEN MENGGUNAKAN GARUDA INDONESIA PADA WARGA RW 007 PERUMAHAN ANGKASA PURA II KOTA TANGERANG

STERIA YASMIN, Relation between Promotion and Brand Image with Consumer Decision Using Garuda Indonesia to people of RW 007 Perumahan Angkasa Pura II, Kota Tangerang, Undergraduate Thesis, Jakarta: Commerce Education Study Program, Faculty of Economics, Jakarta State University, 2017. This research was conducted in RW 007 Perumahan Angkasa Pura II, Kota Tangerang. The purpose of this study is to analyze the relation between promotion and brand image with consumer decisions using Garuda Indonesia. The method used is a survey with correlational approach. Population used in this research is people of Perumahan Angkasa Pura II. The sampling technique used Purposive sampling. The sample are 132 people who have been used Garuda Indonesia and made their own purchases. The regression equation result between X1 and Y is Ŷ = 28,411 + 0,664 X, X1 Test requirement analysis that is test of normality error of regression estimation Y over X1 with Lilliefors test yield Lcitung = 0,0618, while Ltabel for n = 132 at significant level 0,05 Is 0.077116 because Lcount Ftable that is, 82,88> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted rxy = 0.665 then tested significance coefficient correlation by using t test and generate tcount = 10.152 and ttable = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.665 is positive and significant. Coefficient of determination obtained by 0.4422 which shows that 44.22% of variables Purchase Decision is determined by Promotion. Meanwhile, the regression equation generated between X2 and Y is Y = 5.817 + 0.876 X2 Test requirement analysis that is test of normality of regression estimation Y over X2 with Lilliefors test yield Lcitung = 0,0678, while Ltabel for n = 132 at significant level 0 , 05 is 0.077116 because Lhitung Ftable that is, 75,87> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted in rxy = 0,649 subsequently tested significance correlation coefficient by using t test and produce tcount = 9.723 and ttabel = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.649 is positive and significant. Coefficient of determination obtained by 0.4210 which indicates that 42.10% variable. Purchase Decision is determined by Brand Image. The rest is determined by other factors such as lack of knowledge about aviation facilities and expensive prices

HUBUNGAN ANTARA PROMOSI DAN CITRA MEREK DENGAN KEPUTUSAN KONSUMEN MENGGUNAKAN GARUDA INDONESIA PADA WARGA RW 007 PERUMAHAN ANGKASA PURA II KOTA TANGERANG

Penelitian ini dilakukan di Perumahan Angkasa Pura II , RW 007 Kota Tangerang , Tujuan Penelitian ini adalah untuk menganalisis hubungan antara promosi dan citra merek dengan keputusan konsumen menggunakan Garuda Indonesia. Metode yang digunakan adalah metode survey dengan pendekatan korelasional. Populasi dalam penelitian ini adalah seluruh warga perumahan angkasa pura II. Teknik pengambilan sample menggunakan Purposive sampling. Sampel yang didapat sebanyak 132 warga dengan kriteria pernah menggunakan Garuda Indonesia dan melakukan pembelian sendiri. Persamaan regresi yang dihasilkan antara X1 dengan Y adalahŶ = 28,411 + 0,664 X, X1 Uji persyaratan analisis yaitu uji normalitas galat taksiran regresi Y atas X1 dengan uji Lilliefors menghasilkan Lhitung = 0,0618, sedangkan Ltabel untuk n = 132 pada taraf signifikan 0,05 adalah 0,077116 karena Lhitung < Ltabel maka galat taksiran Y atas X1 berdistribusi normal. Uji Linieritas regresi menghasilkan Fhitung < Ftabel yaitu 1,56 < 1,65 sehingga disimpulkan bahwa persamaan regresi tersebut linier. Dari uji keberartian regresi menghasilkan Fhitung > Ftabel yaitu, 82,88 > 3.91, sehingga dapat disimpulkan bahwa regresi tersebut signifikan. Koefisien korelasi Product moment dari Pearson menghasilkan rxy = 0,665 selanjutnya dilakukan uji keberartian koefisien korelasi dengan menggunakan uji t dan menghasilkan thitung = 10.152 dan ttabel = 1,658 dengan demikian, dapat disimpulkan bahwa koefisien korelasi rxy = 0,665 adalah positif dan signifikan. Koefisien determinasi yang diperoleh sebesar 0,4422 yang menunjukan bahwa 44,22% variabel Keputusan Pembelian ditentukan oleh Promosi. Sedangkan, persamaan regresi yang dihasilkan antara X2 dengan Y adalah Ŷ=5.817+ 0,876 X2 Uji persyaratan analisis yaitu uji normalitas galat taksiran regresi Y atas X2 dengan uji Lilliefors menghasilkan Lhitung = 0,0678, sedangkan Ltabel untuk n = 132 pada taraf signifikan 0,05 adalah 0,077116 karena Lhitung < Ltabel maka galat taksiran Y atas X2 berdistribusi normal. Uji Linieritas regresi menghasilkan Fhitung < Ftabel yaitu 1,53 < 1,65 sehingga disimpulkan bahwa persamaan regresi tersebut linier. Dari uji keberartian regresi menghasilkan Fhitung > Ftabel yaitu, 75,87 > 3.91, sehingga dapat disimpulkan bahwa regresi tersebut signifikan. Koefisien korelasi Product moment dari Pearson menghasilkan rxy = 0,649 selanjutnya dilakukan uji keberartian koefisien korelasi dengan menggunakan uji t dan menghasilkan thitung = 9.723 dan ttabel = 1,658 dengan demikian, dapat disimpulkan bahwa koefisien korelasi rxy = 0,649 adalah positif dan signifikan. Koefisien determinasi yang diperoleh sebesar 0,4210 yang menunjukan bahwa 42,10% variabel Keputusan Pembelian ditentukan oleh Citra Merek. Sisanya ditentukan oleh faktor lain seperti kurangnya pengetahuan tentang fasilitas penerbangan dan Harga yang mahal. This research was conducted in RW 007 Perumahan Angkasa Pura II, Kota Tangerang. The purpose of this study is to analyze the relation between promotion and brand image with consumer decisions using Garuda Indonesia. The method used is a survey with correlational approach. Population used in this research is people of Perumahan Angkasa Pura II. The sampling technique used Purposive sampling. The sample are 132 people who have been used Garuda Indonesia and made their own purchases. The regression equation result between X1 and Y is Ŷ = 28,411 + 0,664 X, X1 Test requirement analysis that is test of normality error of regression estimation Y over X1 with Lilliefors test yield Lcitung = 0,0618, while Ltabel for n = 132 at significant level 0,05 Is 0.077116 because Lcount <Ltabel then the estimated error of Y over X1 is normally distributed. The regression linearity test yields Fcount <Ftable is 1.56 <1.65 so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 82,88> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted rxy = 0.665 then tested significance coefficient correlation by using t test and generate tcount = 10.152 and ttable = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.665 is positive and significant. Coefficient of determination obtained by 0.4422 which shows that 44.22% of variables Purchase Decision is determined by Promotion. Meanwhile, the regression equation generated between X2 and Y is Y = 5.817 + 0.876 X2 Test requirement analysis that is test of normality of regression estimation Y over X2 with Lilliefors test yield Lcitung = 0,0678, while Ltabel for n = 132 at significant level 0 , 05 is 0.077116 because Lhitung <Ltabel then the estimated error of Y over X2 is normally distributed. The regression linearity test yields Fcount <Ftable that is 1.53 <1.65 so it is concluded that the regression equation is linear. From regression significance test yield Fcount> Ftable that is, 75,87> 3.91, so it can be concluded that the regression is significant. Pearson product moment correlation coefficient resulted in rxy = 0,649 subsequently tested significance correlation coefficient by using t test and produce tcount = 9.723 and ttabel = 1.658 thus, it can be concluded that the correlation coefficient rxy = 0.649 is positive and significant. Coefficient of determination obtained by 0.4210 which indicates that 42.10% variable. Purchase Decision is determined by Brand Image. The rest is determined by other factors such as lack of knowledge about aviation facilities and expensive prices

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