HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PELAYANAN DENGAN KEPUTUSAN PEMBELIAN JASA PENGIRIMAN DI JNE LETJEND SOEPRAPTO PADA WARGA RW 001 KELURAHAN TANAH TINGGI KECAMATAN JOHAR BARU DI JAKARTA

DESY PURWITO SARI. The Correlation Between Brand Image And Service Quality With Purchase Decision Shipping Service at JNE Letjend Soeprapto On Citizen Association 001 Tanah Tinggi Village, Johar Baru Sub-District In Jakarta. Study Program of Commerce Education, Faculty of Economics. State University of Jakarta. This research was conducted in RW 001 Tanah Tinggi Village, Johar Baru SubDistrict in Jakarta, for six months, starting form November 2016 to April 2017. The purpose of this study is to determine correlation between brand image with purchase decision and correlation between service quality with purchase decision shipping service at JNE Letjend Soeprapto On Citizen Association 001 Tanah Tinggi Village, Johar Baru Sub-District In Jakarta. The research method used is survey method with the correlational approach, population used are all Citizen Association 001 Tanah Tinggi Village, Johar Baru Sub-District in Jakarta who used a shipping service at JNE Letjend Soeprapto. The sampling technique used technique of purposive sampling as many as 80 people. The resulting regression equation is Ŷ = 36,64 + 0,79X1 and Ŷ = 23,68 + 0,82X2. Test requirements analysis that estimates the error normality test regression of Y on X with test Lilliefors produce Lcount = 0,0761 for Y on X1 and Lcount = 0,0728 for Y on X2, while Ltable for n = 80 at 0,05 significant level is 0,09906. Because Lcount Ftable which 62,62 > 3,96 for X1 and 52,07 > 3,96 for X2, meaning that the regression equation is significant. Correlation coefficient of Pearson Product moment generating rxy = 0,667 for X1 and rxy = 0,633 for X2, than perfomed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 7,91 for X1 and tcount = 7,21 for X2 and ttable =1,66. It can conclude that the correlation coefficient rxy = 0,667 for X1 dan rxy = 0,633 for X2 is positive and significant. The coefficient of determination obtain for is 44,53% which show that 44,53% of the variant of purchase decision is determined by brand image, also obtain for 40,03% which show that 40,03% of the variant of purchase decision is determined by service quality