sikap konsumen produk kopi cair dalam kemasan botol terhadap brand image(1)

Sikap Konsumen Produk Kopi Cair dalam Kemasan Botol terhadap Brand Image,

Desain Kemasan, Harga, Rasa, dan Iklan TV

Kelompok 1

Arsyidillah

Arin Laurina Agustin

Berny Suswanto

M. Arjuna Ahmadi

Rizky Primaningrum

Yuliana Safitri

Fakultas Ekonomi

Universitas Negeri Jakarta

2014

DAFTAR ISIDAFTAR ISI...................................................................................................................................................... 2

1. LITERATURE REVIEW..............................................................................................................................3

2. MODEL PENELITIAN.................................................................................................................................6

3. KUISIONER.................................................................................................................................................7

4. ANALISIS DATA.........................................................................................................................................9

4.1ANALISIS DESKRIPTIF.......................................................................................................................9

4.2TES VALIDITAS..................................................................................................................................12

4.3TES RELIABILITAS............................................................................................................................20

1. LITERATURE REVIEW

No. PENELITI JUDULINDEPENDE

NVARIABEL

DEPENDENVARIABEL

1Kasnaeny,

2013

Consumen Perceived Quality and Attitude Toward Tea & Coffee

byConsumers

Perceived quality and

Attitude

Consumers

2Brhan, 2010

Coffee, culture, and intellectual property:

Lesson for Africa from the Ethiopian fine coffee

initiative

Coffee

Culture

Intellectual

Coffee initiative

3Jui Jan, 1990

A Study on the Lifestyle of coffee consumers and

purcahse community in Taiwan

Lifestyle Consumer Purchase

4Sun Yeu,

2010

Factors Influencing the Intention to Redeem

Coffee Shop Coupons in Korea satisfaction

Intention Kepuasan

5 Liao, 2012

A Cross-Cultural Examination of Store

Environment Cues and Purchase Intention in Taiwan and the US

A cross-cultural

Cues and purchase

6Hanspal,

2010

Consumer Survey on Sustainable Tea & Coffee

Consumption

Consumer survey

Coffee consumptio

n

7Waxman,

Ph.D, 2006

The Coffee Shop: Social and Physical Factors

Influencing Place Attachment

Social and physical factors

Influencing place

attachment

8Liang, 2013

Gender Differences in The Relationship Between Experiential Marketing and Purchase Intention

Experiental marketing

Purchase intention

9Janssens,

2007Consumer Intentions and

Purchase BehaviorConsumer intention

Purchase behavior

10Kang, 2010

Changes of Coffee Consumption behaviors in

Korea: The effects of image congruity toward

brand name coffee shops on customer attitude and

repurchase intention

Consumption behaviors

Customer attitude ,


11 Abel, 2009

Determinants of customer loyalty in the specialty

coffee industry: the differences between

customer loyalty to an independent coffee shop

and starbucks

Coffee industry

Customer loyalty

12Morwitz,

2004

The mere-measurement effect: why does

measuring intentions change actual behavior

Measuring intention

Actual behavior

13 BurgeThe Motivational Reasons Behind Consumer Choice in Branded Coffe Shops

Motivational reason

Consumer choice

14Hwa-Ko and Chiu

The relationship between brand, attitude,

customers’ satisfaction and revisiting intention of the university student-A case study of coffe chain

stores in Taiwan

Brand

Attitude

Customer

Satisfaction

Revisiting intention

15 Kang, Tang, and Bosselman

Changes of coffee consumption behaviors in

Korea: The effects of image congruity toward

Consumption behavior

Customer attitude and repurchase intention

brand name coffe shops on customer attitude and


16 John, 2002

Consumer Perceptions about coffee drink of

Price, quality and value to buy

Consumer Perception

Price, quality, and

value

17Nandonde,

2012

Consumers’ attitude towards fair-trade coffee

in the UKConsumer attitude

Trade coffee

19

Y.Su, Chiou, and

Chang 2006

The impact of western culture adoration on the coffee consumption of

Taiwan: A case study of Starbucks

Western culture

adoration

Coffee consumptio

n

20BordBia,

2011

Consumer Perceptions about coffee drink of

Price, quality and value to buy

Consumer Perception

Price, quality, and

value

2.MODEL PENELITIAN

Minat Beli Kopi dalam Kemasan Botol

Iklan Kopi dalam Kemasan Botol

Harga Kopi dalam Kemasan Botol

Rasa Kopi dalam Kemasan Botol

Desain Kemasan Kopi dalam Botol

Brand Image Kopi dalam Kemasan Botol

3.KUISIONERSetelah Revisi

Bagaimana pendapat Anda tentang kopi siapminum?PERNYATAAN 1 2 3 4 5 PERNYATAAN

1 Bagus Tidak bagus2 Bervitamin Tidak bervitamin3 Cepat saji Tidak cepat saji4 Efisien Tidak efisien5 Harga Standar Harga tidak standar6 Hemat Tidak hemat7 Instan Tidak instan8 Menarik Tidak menarik9 Nikmat Tidak nikmat

Bagaimana pendapat Anda tentang kopi yang dicampurkan dengan ekstrak buah jeruk?

PERNYATAAN 1 2 3 4 5 PERNYATAAN1 Rasanya aneh Rasanyatidakaneh2 Asam Tidakasam3 Inovasi baru bukaninovasibaru4 Biasa saja Luarbiasa5 Unik Tidakunik6 Kurang sedap Sedap7 Kurang tepat Tepat8 Lebih enak dicampur

dengan jahe Lebih tidak enak dicampur dengan jahe

9 Tidak cocok Cocok

Bagaimana pendapat Anda tentang mengkonsumsi kopi tiga kali dalam sehari?

PERNYATAAN 1 2 3 4 5 PERNYATAAN1 Berbahaya Tidak berbahaya2 Gigi kuning Gigi tidak kuning3 Ketagihan Tidak ketagihan4 Tidak baik untuk

kesehatan Baik untuk kesehatan

5 Menyebabkan penyakit maag

Tidak menyebabkan penyakit maag

6Membuat perut kembung

Tidak membuat perut kembung

7Mengganggu pencernaan

Tidak mengganggu pencernaan

8 Mengurangi rasa kantuk menambah rasa kantuk

9 Merusak organ tubuh Tidak merusak organ tubuh10

Sakit perut

Tidak sakit perut

11

Sakit pinggang

Tidak sakit pinggang

12

Bau kopi Tidak bau kopi

Bagaimana pendapat Anda tentang khasiat dari kopi siap minum?

PERNYATAAN 1 2 3 4 5 PERNYATAAN1 Bergairah Tidak bergairah2 Bersemangat Tidak Bersemangat3 Bertenaga Tidak bertenaga4 Enak Tidak enak5 Mudah dibawa Tidak mudah dibawa6 Lebih fresh Tidak fresh7 Menambah konsentrasi Menurunkan konsentrasi8 Relax Tidak relax9 Menunda lapar Tidak menunda lapar10

Tidak mudah ngantuk Mudah ngantuk

11

Tidak sehat Sehat

Bagaimana pendapat Anda tentang kopi siap minum dalam sensasi dingin?

PERNYATAAN 1 2 3 4 5 PERNYATAAN1

Cocok untuk cuaca panas

Tidak cocok untuk cuaca panas

2 Enak Tidak enak3 Praktis Tidak praktis4 Inovatif Tidak inovatif5 Menarik Tidak menarik6 Menghilangkan dahaga Tidak menghilangkan dahaga7 Mudah haus Tidak mudah haus8 Nikmat TidakNikmat9 Sensasi yang beda Sensasi yang tidak beda

Bagaimana pendapat Anda tentang efek samping dari meminum kopi?

PERNYATAAN 1 2 3 4 5 PERNYATAAN1 Bau Mulut Tidak bau mulut2 Bertenaga Tidakbertenaga3

Menyebabkan gigi kuning

Tidak menyebabkan gigi kuning

4 Jantung berdebar Jantung tidak berdebar5 Menyebabkan perut Tidak menyebabkan perut

kembung kembung6 Mual Tidak mual7 Sakit perut Tidak sakit perut

4.ANALISIS DATA

4.1 ANALISIS DESKRIPTIFSebelum revisi

Pernyataan satu

Pernyataan kedua

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

jeruk_1 50 1.00 5.00 2.2000 1.35526

jeruk_2 49 1.00 5.00 2.2041 .93496

jeruk_3 50 1.00 5.00 3.9600 1.10583



kopi_1 50 1.00 5.00 3.4200 1.10823

kopi_2 50 1.00 5.00 2.5200 1.05444

kopi_3 50 1.00 5.00 4.4800 .88617

kopi_4 50 2.00 5.00 4.2200 .93219

kopi_5 50 1.00 5.00 3.7200 .90441

kopi_6 50 2.00 5.00 3.7200 .92670

kopi_7 50 1.00 5.00 3.4800 1.12920

kopi_8 50 2.00 5.00 3.6600 .93917

kopi_9 50 3.00 5.00 4.3400 .77222

kopi_10 50 1.00 5.00 3.3200 1.03884

kopi_11 50 3.00 5.00 4.2000 .80812

kopi_12 50 2.00 5.00 3.6600 .84781

kopi_13 50 1.00 4.00 1.8600 .92604

kopi_14 50 2.00 5.00 3.7800 .97499

kopi_15 50 1.00 5.00 3.9000 1.19949

kopi_16 50 1.00 5.00 4.4400 .92934

kopi_17 50 1.00 5.00 3.3400 1.17125

kopi_18 50 3.00 5.00 4.4800 .81416

Valid N (listwise) 50

jeruk_4 50 1.00 5.00 1.7400 1.30634

jeruk_5 50 1.00 5.00 2.5800 1.12649

jeruk_6 50 1.00 5.00 3.7600 1.17038

jeruk_7 50 1.00 5.00 3.9200 1.20949

jeruk_8 50 1.00 5.00 2.4600 1.16426

jeruk_9 50 1.00 5.00 2.3400 1.02240

jeruk_10 50 1.00 5.00 2.3600 .96384

jeruk_11 50 1.00 5.00 3.3200 1.58359

jeruk_12 50 1.00 5.00 2.2200 1.28238


Pernyataan ketiga



tiga_1 50 1.00 5.00 1.7000 1.07381

tiga_2 50 1.00 5.00 1.4600 .78792

tiga_3 50 1.00 5.00 1.9600 1.06828

tiga_4 50 1.00 4.00 1.9000 .97416

tiga_5 50 1.00 3.00 1.5200 .73512

tiga_6 50 1.00 5.00 1.7400 .94351

tiga_7 50 1.00 4.00 1.6800 .81916

tiga_8 50 1.00 5.00 1.9200 .94415

tiga_9 50 2.00 5.00 4.2800 .88156

tiga_10 50 1.00 5.00 1.9600 .92494

tiga_11 50 1.00 5.00 2.2800 1.16128

tiga_12 50 1.00 5.00 2.0400 .96806

tiga_13 49 1.00 5.00 2.3878 1.05705

tiga_14 50 1.00 5.00 2.1000 1.09265


Pernyataan Keempat



khasiat_1 50 1.00 5.00 3.3200 1.03884

khasiat_2 50 1.00 5.00 3.5200 .90891

khasiat_3 50 1.00 5.00 3.3600 .77618

khasiat_4 50 1.00 5.00 3.9800 .99980

khasiat_5 50 2.00 5.00 4.4200 .83520

khasiat_6 50 1.00 5.00 3.7200 1.03095

khasiat_7 50 1.00 5.00 3.2800 .99057

khasiat_8 50 1.00 5.00 3.4800 .95276

khasiat_9 50 1.00 5.00 2.8800 1.25584

khasiat_10 50 2.00 5.00 3.8800 .98229

khasiat_11 50 1.00 4.00 2.2000 .98974


Pernyataan Kelima



sensasi_1 50 1.00 5.00 4.4000 1.03016

sensasi_2 50 1.00 5.00 4.2600 .96489

sensasi_3 50 1.00 5.00 4.2200 .93219

sensasi_4 50 2.00 5.00 4.0200 .93656

sensasi_5 50 3.00 5.00 4.1600 .84177

sensasi_6 50 1.00 5.00 3.9600 1.17734

sensasi_7 50 2.00 5.00 4.1400 .98995

sensasi_8 50 1.00 5.00 2.4400 1.16339

sensasi_9 50 2.00 5.00 4.1600 .91160

sensasi_10 50 1.00 5.00 3.8000 1.14286


Pernyataan Keenam



efek_1 49 1.00 3.00 1.6531 .77865

efek_2 49 1.00 5.00 2.0408 1.05986

efek_3 49 1.00 5.00 3.4490 .98025

efek_4 49 1.00 5.00 2.6939 1.08405

efek_5 49 1.00 4.00 2.7143 .97895

efek_6 48 1.00 4.00 2.1667 1.05857

efek_7 49 1.00 5.00 2.1633 1.12448

efek_8 49 1.00 5.00 1.6939 .89452

efek_9 49 1.00 4.00 1.8571 .95743

efek_10 49 1.00 4.00 1.8571 .81650

efek_11 49 1.00 4.00 2.0816 1.01728

efek_12 49 1.00 5.00 2.3469 .99060

efek_13 49 1.00 5.00 2.5918 1.03920

efek_14 49 1.00 5.00 2.2245 1.10426


4.2 TES VALIDITAS Variable kesatu

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,711

Bartlett's Test of Sphericity Approx. Chi-Square 454,143

df 153

Sig. ,000

Variable kesatu (sebelum revisi)

Pattern Matrixa

Component

1 2 3 4 5

kopi_1 ,894

kopi_14 ,751

kopi_12 ,738

kopi_5 ,682

kopi_2 ,748

kopi_16 -,723

kopi_18 -,569

kopi_10 -,449 -,557

kopi_11 ,421 -,553

kopi_7 ,884

kopi_6 ,870

kopi_8 ,801

kopi_9 ,747

kopi_13 ,454 -,720

kopi_4 ,516

kopi_3 ,459

kopi_17 -,865

kopi_15 -,647

Extraction Method: Principal Component Analysis.

Rotation Method: Oblimin with Kaiser Normalization.

a. Rotation converged in 39 iterations.

Variable kesatu (setelah revisi)

Pattern Matrixa

Component

1 2 3

kopi_9 ,847

kopi_4 ,824

kopi_3 ,790

kopi_12 ,809

kopi_1 ,808

kopi_14 ,747

kopi_2 ,538

kopi_7 ,952

kopi_6 ,901

Extraction Method: Principal Component

Analysis.

Rotation Method: Oblimin with Kaiser

Normalization.


Variable kedua




df 66

Sig. ,000

Variable kedua (sebelum revisi)

Pattern Matrixa

Component

1 2 3 4

jeruk_9 ,840

jeruk_10 ,787

jeruk_7 -,443 ,413

jeruk_3 ,864

jeruk_6 ,808

jeruk_1 -,622

jeruk_5 ,812

jeruk_2 ,641

jeruk_8 ,459 ,624

jeruk_11 ,739

jeruk_12 -,732

jeruk_4 ,409 -,411




Variable kedua (setelah revisi)

Pattern Matrixa

Component

1 2 3

jeruk_2 ,775

jeruk_11 -,645

jeruk_12 ,642

jeruk_5 ,529

jeruk_3 ,859

jeruk_6 ,793

jeruk_1 -,657

jeruk_10 ,920

jeruk_9 ,879

Extraction Method: Principal Component

Analysis.


Normalization.


Variable ketiga




df 91

Sig. ,000

Variable ketiga(sebelum revisi)

Pattern Matrixa

Component

1 2 3 4

tiga_2 ,812

tiga_1 ,802

tiga_7 ,759

tiga_10 ,754

tiga_5 ,718

tiga_6 ,708

tiga_8 ,620

tiga_12 ,602

tiga_3 ,786

tiga_4 ,526 ,659

tiga_11 ,422 -,531

tiga_13 ,800

tiga_14 ,796

tiga_9 ,919




Variable ketiga (setelah revisi)

Variable keempat




df 55

Sig. ,000

Pattern Matrixa

Component

1 2 3 4

tiga_1 ,854

tiga_2 ,802

tiga_7 ,782

tiga_10 ,745

tiga_5 ,742

tiga_6 ,688

tiga_8 ,657

tiga_12 ,592

tiga_9 ,937

tiga_14 ,838

tiga_13 ,772

tiga_3 ,967




Variable keempat (tanpa revisi) tidak terjadi cross loading

Pattern Matrixa

Component

1 2 3

khasiat_1 ,920

khasiat_2 ,897

khasiat_3 ,709

khasiat_4 ,505

khasiat_9 ,856

khasiat_10 ,655

khasiat_11 -,552

khasiat_5 ,885

khasiat_6 ,728

khasiat_7 ,485

khasiat_8 ,483



Normalization.


Variable kelima

Variable kelima (sebelum revisi)

Pattern Matrixa

Component

1 2 3

sensasi_2 ,879




df 45

Sig. ,000

sensasi_3 ,839

sensasi_7 ,751 -,445

sensasi_1 ,717

sensasi_9 ,676

sensasi_4 ,909

sensasi_5 ,790

sensasi_10 ,622

sensasi_8 -,755

sensasi_6 -,741



Normalization.


Variable kelima (setelah revisi)

Pattern Matrixa

Component

1 2 3

sensasi_2 ,918

sensasi_3 ,880

sensasi_1 ,691

sensasi_9 ,652

sensasi_8 ,850

sensasi_6 ,708

sensasi_4 -,906

sensasi_5 -,822

sensasi_10 -,621



Normalization.


Variable keenam




df 91

Sig. ,000

Variable keenam (sebelum revisi)

Pattern Matrixa

Component

1 2 3 4

efek_6 ,835

efek_7 ,765

efek_5 ,743

efek_2 ,550

efek_11 -,786

efek_3 ,733

efek_1 -,438

efek_12 ,852

efek_4 ,431 ,676

efek_13 ,592

efek_14 ,502

efek_9 ,861

efek_10 ,793

efek_8 ,670




Variablekeenam (setelah revisi)

Pattern Matrixa

Component

1 2

efek_14 ,803

efek_10 ,802

efek_13 ,789

efek_8 ,776

efek_9 ,722

efek_2 ,659

efek_3 ,965

Extraction Method: Principal

Component Analysis.

Rotation Method: Oblimin with

Kaiser Normalization.

a. Rotation converged in 4

iterations.

4.3 TES RELIABILITAS

Variabel pertama Variabel kedua

Reliability Statistics

Cronbach'sAlph

a N of Items

.783 9

Variabel Ketiga Variabel Keempat


Cronbach'sAlpha N of Items

.849 12

Variabel Kelima Variabel Keenam


Cronbach'sAlph

a N of Items

.531 9


Cronbach'sAlph

a N of Items

.774 11


Cronbach'sAlph

a N of Items

.780 9


Cronbach'sAlph

a N of Items

.727 7

sikap konsumen produk kopi cair dalam kemasan botol terhadap brand image(1)

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