HUBUNGAN ANTARA CITRA MEREK DAN SUASANA TOKO DENGAN KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

ABSTRACT TANIA NURUL HASANAH, 8135145154, The Correlation between Brand Image and Store Atmosphere with Purchase Decision Kentucky Fired Chicken (KFC) Arion Mall in The Student Faculty of Economics State University of Jakarta in Jakarta. Script, Jakarta: Faculty of Economics, State University Of Jakarta. 2018. The purpose of this study was conducted to determine whether there is correlation between Brand Image and Store Atmosphere with Purchase Decision Kentucky Fired Chicken (KFC) Arion Mall in The Student Faculty of Economics State University of Jakarta in Jakarta. This research was conducted for five months, that is February – June 2018. The method use in this research is survey method. The population in this study is all student Faculty of Economics, State University of Jakarta. The technique of selecting respondent using purposive sampling which amounted to 163 people. The resulting regression equation is Ẏ = 33,697 + 0,294X1 + 0,388X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov – Smirnov test with significance level (a) = 5% or 0,05 estimates significance of Y equal to 0,200 X1 equal to 0,200, X2 equal to 0,200. Because the significance level is > 0,05 it can be concluded that the data is normally distributed and can be used. Testing linierity of regresision Y on X1 and Y on X2 yields a significance value on Linierity, that is 0,000 Ftable which, 52, 977 > 3,053 meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,593 and ttable = 1,65443 and perfomance the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount 4,598 = and ttable = 1,65443 .The value of correlation coefficient between variable of brand image (X1) to purchase decision (Y) equal to 0,565 and value of correlation coefficient between variable of store atmosphere (X2) to purchase decision (Y) equal to 0,591. Thus, there is a positive and significant relationship between brand image and purchase decision and there is a positive and significant relationship between store atmosphere and purchase decision. The coefficient of determinastion Y on X1 and X2 obtained by 0,398 indicating that 39,8% variable purchase decision is determined by brand image and store atmosphere. Meanwhile, the remaining 60,2 % is influenced by other factors. Keywords: Purchase Decision, Brand Image, Store Atmospher