the influence of product quality, product...

THE INFLUENCE OF PRODUCT QUALITY, PRODUCT

AVAILABILITY, BRAND IMAGE AND BRAND TRUST

TOWARD PURCHASE DECISION

(CASE STUDY OF TOLAK ANGIN LIQUID)

UNDERGRADUATE THESIS

Submitted to Faculty of Economics and Business

For Acquiring Bachelor Degree of Economics

By :

Agnes Kartika Vidya Puspita

1113081100014

MANAGEMENT DEPARTMENT

INTERNATIONAL CLASS PROGRAM

FACULTY OF ECONOMIC AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA

1439 H/2018

i


AVAILABILITY, BRAND IMAGE AND BRAND TRUST

TOWARD PURCHASE DECISION :

(Case Study of Tolak Angin Liquid)

Undergraduated thesis

Submitted to Faculty of Economics and Business in Partial Requirement for

Acquiring Bachelor Degree of Economics

Submitted by :


(1113081100014)

Under supervision of

Leis Suzanawaty, SE., Msi

ID : 19720809 2005 1 2 004

DEPARTMENT OF MANAGEMENT

INTERNATIONAL CLASS PROGRAM

FACULTY OF ECONOMIC AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA

14 H/2018M

v

CURRICULUM VITAE

I. PERSONAL INFORMATION

1. Name : Agnes Kartika Vidya Puspita

2. Place, Date of Birth : Jakarta, June 27th

1995

3. Address : Komplek TNI – AL Sukamanah Jonggol

RT 01/RW 02

4. Phone Number : 0821-2392-3798

5. Email : [email protected]

[email protected]

6. Religion : Islam

7. Gender : Female

8. Nation : Indonesia

II. FORMAL EDUCATION

1. 1999 – 2001 : TK Hang Tuah 09 Jakarta Utara

2. 2001 – 2002 : SDN Kelapa Gading 07 Jakarta Utara

3. 2002 – 2007 : SDN Sukamaju 04 Jonggol

4. 2007 – 2010 : SMPN 02 Jonggol

5. 2010 – 2013 : SMK Farmasi Bhakti Kencana Bogor

6. 2013 – 2018 : State Islamic University Syarif Hidayatullah

Jakarta, Faculty of Economics and Business,

Major in International Management (Marketing)

mailto:[email protected]

mailto:[email protected]

vi

III. NON FORMAL EDUCATION

1. Taking English Courses at “LATANZA Einstitute” in 2014 - 2015

2. Participated in a National Seminar “Mewujudkan Lembaga

Keuangan Mikro Yang Berdaya Saing Dalam Menghadapai MEA

(Masyarakat Ekonomi Asean) 2015”

IV. ORGANIZATIONAL EXPERIENCE

1. Became the leader of field work practice (Praktek Kerja Lapangan)

at Hosana Bekasi Hospital in 2010

2. Join the selection of vocal group (Paduan Suara Mahasiswa) UIN

Jakarta in 2013

3. Became secretary of KKN (Kuliah Kerja Nyata) OTISTA in 2016

V. WORK EXPERIENCE

1. Field work practice (Praktek Kerja Lapangan) at Hosana Bekasi

Hospital in 2010

vii

ABSTRACT

This study aimed to analyze the influence of product quality, product

availability, brand image and brand trust toward purchase decision (study case of

Tolak Angin Liquid). The data collection in this study uses convenience sampling

with 150 respondents buyer of Tolak Angin Liquid. Data was analyzed using

multiple linear regression. The results of this data showed that : (1) product

quality has significantly influence to purchase decision of Tolak Angin Liquid. (2)

product availability has significantly influence to purchase decision of Tolak

Angin Liquid. (3) brand image has significantly influence to purchase decision of

Tolak Angin Liquid. (4) brand trust has significantly influence to purchase

decision of Tolak Angin Liquid. (5) product quality, product availability, brand

image and brand trust have significantly influence to purchase decision of Tolak

Angin Liquid.

Keywords : product quality, product availability, brand image, brand trust and

purchase decision.

viii

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk,

ketersediaan produk, citra merek dan kepercayaan merek terhadap keputusan

pembelian obat Tolak Angin Cair. Data penelitian yang diperoleh menggunakan

convenience sampling dengan 150 responden pembeli obat Tolak Angin Cair.

Data telah diolah menggunakan uji regresi linier berganda. Hasil data

menunjukkan bahwa : (1) kualitas produk memiliki pengaruh yang signifikan

terhadap keputusan pembelian Tolak Angin Cair. (2) ketersediaan produk

memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin

Cair. (3) citra merek memiliki pengaruh yang signifikan terhadap keputusan

pembelian Tolak Angin Cair. (4) kepercayaan merek memiliki pengaruh yang

signifikan terhadap keputusan pembelian Tolak Angin Cair. (5) kualitas produk,

ketersediaan produk, citra merek dan kepercayaan merek memiliki pengaruh yang

signifikan terhadap keputusan pembelian Tolak Angin Cair.

Kata kunci : kualitas produk, ketersediaan produk, citra merek, kepercayaan

merek, keputusan pembelian.

ix

FOREWORD

Assalamua’laikum warahmatullahi wabarakatuh

Alhamdulillahirobbila’lamin, thanks to my almighty God Allah

Subhanahu Wataa’la for all his gift, blessing, forgiveness and protection that he

gave to me. Then, I can complete this thesis in order to obtain bachelor degree of

Economic in State Islamic University Syarif Hidayatullah Jakarta.

While writing this thesis, I realized that the knowledge and lessons that i

get in campus are most valuable and beneficial for me in the future. Beside that, I

want to extend the gratitude for every recommendation and support from all of

the faculty supervisors. Because of that, I can finished this thesis on time. Then,

here I wanna give thanks to the people who have helped me in the preparation of

thesis :

1. Prof. Dede Rosyada, MA as Rector of State Islamic University Syarif

Hidayatullah Jakarta (UIN Syarif Hidayatullah Jakarta).

2. Dr. M. Arief Mufraini, Lc., M.Si as Dean of Faculty of Economics and

Business of State Islamic University Syarif Hidayatullah Jakarta. (UIN

Syarif Hidayatullah Jakarta).

3. Cut Erika Ananda Fatimah, SE., MBA as my academic counselor.

Thank you for supporting me and reminding me to finished my thesis

and also to fullfill the partial academic transcript in every semester.

x

4. Leis Suzanawaty, SE., Msi as my thesis supervisor. Thank you for all

of the patients, supports, motivation and recommendation that she gave

to me during finishing this thesis. Maybe, I cannot finish this thesis

without her. Thank you.

5. Titi Dewi Warninda, SE, M.Si as a Head of Management Studies

Program of Faculty Economics and Business State Islamic University

Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta).

6. Ela Patriana, MM as Secretary of Management Studies Program of

Faculty Economics and Business State Islamic University Syarif

Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta).

7. Bonix, S.Far, Apt as Academic Staff of Faculty Economics and

Business State Islamic University Syarif Hidayatullah Jakarta. (UIN

Syarif Hidayatullah Jakarta). Thank you for the help.

8. All of the Lecturers and Employees of Faculty Economics and

Business State Islamic University Syarif Hidayatullah Jakarta. (UIN

Syarif Hidayatullah Jakarta). Thank you to teach me all of the subject

about Economic and Business.

Without them, author cannot finish this thesis on time. Thank You.

Jakarta, August 2018


xi

SPECIAL THANKS

Assalamua’laikum warahmatullahi wabarakatuh

This thesis I dedicate to :

1. Thank you so much for my momma Vitta R and my daddy Yahya P A

who always support me, pray for me, teach me, listen for all of my

complaints and always be by my side when my hopes are falling down and

feels like want to give up.

2. My little sister, Bunga Indah A S who always be by my side, supporting

me and helping me. Love you, I hope you can get the best score in UN and

move on to the next chapter of your life get onto High School.

3. My little brother, Tata Bangsa P V who always be by my side, supporting

me, helping me, leans on me, asks me for help and go back forth in my

rooms when i feel bored. Love you, I hope you can get the best score and

ranks in your Elementary School.

4. My niece Icha, who accompanying me to find some books and hear my

compliments thought about anything. Thank you.

5. My best friends : Anastasia I, Teguh Prillisia P D, Finna W, Dwiffan R

and Ega Y. Thank you for accompanying me, talked to me, give the good

advice, beside me when sad or happy moments for many years while in

Pharmacy Vocational High School until now. Thank you very much, love

ya!

6. My best classmates MNJ IP 13 : Azmie, Siti Nurma, Sahila Denis,

Anindya, Ira. Ida, Rizqo Iqo, Naufal, Nugroho, Rendy, Ahmad, Wendi,

xii

Majid, Enggar, Dani, Arijul and also Alm. Fathur. Thank you for stay with

me, accompanying me, teach me when i’m confused in some lessons,

patient when i’m in hard situation to talk much and treat me while I was

sick in the dormitory. A little bit so sad as the last population, but hope we

are succes together. Love ya MNJ IP 13, thank you very much and see you

again.

7. Senior of International Program : thank you for your help and your

support. Especially Sister Eva and Nadila who have been disturbed by me

when i have a lot of questions while do this thesis research.

8. My best KKN 230 OTISTA : Indah, Lulu, Sarah, Ayu, Nurul, Sakha, Irvan

Wepe, Irfan, Wahyudi dan Muchtar. Thank you for spending the time

together, make a moment within a month in Buaran Jati, make an

succesfull event and help each other until the KKN program is finished.

See you again and thank you very much.

9. My new friends Suci and Iqbal. Thank you for your help when i asked

some questions and the support.

10. My Elementary School friends : Elis M. Fadillah. Amazing, coincidentally

meet when we just passing by at the campus road.

11. My Junior of Marketing Program : Adinda, Anita, Bang Oji Fachrurozie

thank you for your cooperate, support and help when we do the marketing

research from INDOPED about Himalaya Herbal together. Thank you, I

passed the subject and get the good score.

xiii

LIST OF CONTAINTS

APPROVAL THESIS SHEET...........................................................................i

APPROVAL COMPREHENSIVE SHEET......................................................ii

APPROVAL THESIS EXAM SHEET.............................................................iii

SHEET STATEMENT AUTHENCITY SCIENTIFIC WORKS..................iv

CURRICULUM VITAE.....................................................................................v

ABSTRACT.......................................................................................................vii

ABSTRAK.........................................................................................................viii

FOREWORD.......................................................................................................ix

SPECIAL THANKS...........................................................................................xi

LIST OF CONTAINTS....................................................................................xii

LIST OF FIGURE..........................................................................................xviii

LIST OF TABLE..............................................................................................xix

LIST OF ATTACHMENT..............................................................................xxi

CHAPTER I INTRODUCTION

A. Research Background...................................................................................1

B. Problem Formulation..................................................................................12

C. Purpose of Research....................................................................................13

D. Benefit of Research.....................................................................................13

CHAPTER II LITERATURE REVIEW

A. Theoritical Basis.........................................................................................15

1. Product..................................................................................................15

a. Definition of Product......................................................................15

b. Core Benefits of Product................................................................15

xiv

2. Product Quality.....................................................................................16

a. Definition of Product Quality.........................................................16

b. Indicators of Product Quality..........................................................16

3. Product Availability..............................................................................17

a. Definition of Product Availability..................................................17

b. Dimensions of Product Availability...............................................18

4. Brand.....................................................................................................19

a. Understanding of Brand..................................................................19

b. Function of Brand...........................................................................19

5. Brand Image..........................................................................................19

a. Definition of Brand Image..............................................................19

b. Indicator of Brand Image................................................................20

6. Brand Trust...........................................................................................23

a. Definition of Brand Trust...............................................................23

b. Indicators of Brand Trust................................................................23

7. Purchase Decision.................................................................................23

a. Understanding of Purchase Decision..............................................23

b. Component of Purchase Decision...................................................24

B. Previous Research.......................................................................................26

C. Relationship Among Variables...................................................................30

D. Conceptual Framework...............................................................................34

E. Hypothesis..................................................................................................36

xv

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research.......................................................................................38

1. Locations of Research...........................................................................38

2. Time of Research..................................................................................38

3. Variables of Research...........................................................................38

B. Determine of Sample Method.....................................................................38

1. Population.............................................................................................38

2. Sample Technique.................................................................................39

C. Data of Collection Methods........................................................................40

1. Primary Data.........................................................................................40

2. Secondary Data.....................................................................................42

D. Data Analysis Method................................................................................42

1. Validity and Reliability.........................................................................43

a. Validity Test...................................................................................43

b. Reliability Test................................................................................43

2. Classic Assumptions.............................................................................44

a. Normality Test................................................................................44

b. Multicollinearity Test.....................................................................46

c. Heteroscedasticity Test...................................................................47

3. Hypothesis Test.....................................................................................49

a. Partial Test (T-test).........................................................................49

b. Simultaneously Test (F-test)...........................................................51

xvi

4. Multiple Linier Regression...................................................................52

5. Coefficient Determination (R2).............................................................54

E. Research of Operational Variable...............................................................55

CHAPTER IV ANALYSIS AND DESCRIPTIONS

A. Overview of Research Objects...................................................................60

1. History of Sidomuncul Development...................................................60

2. Form of Business Entities.....................................................................60

3. History of Sidomuncul Development Abroad......................................61

4. Vission and Mission of Sidomuncul.....................................................61

a. Vission............................................................................................61

b. Mission............................................................................................62

B. Descriptive Results of the Respondent.......................................................62

1. Respondent based on Gender................................................................63

2. Respondent based on Place to Bought Medicine..................................63

3. Respondent based on Age.....................................................................64

4. Respondent based on Occupation.........................................................65

5. Respondent based on Income...............................................................66

C. Results of Validity Test and Reliability Test..............................................67

1. Validity Test.........................................................................................67

2. Reliability Test......................................................................................70

D. Results of Descriptive Analysis..................................................................72

1. Product Quality.....................................................................................72

2. Product Availability..............................................................................75

xvii

3. Brand Image..........................................................................................76

4. Brand Trust...........................................................................................78

5. Purchase Decision.................................................................................79

E. Classic Assumption.....................................................................................82

1. Normality Test......................................................................................82

2. Multicollinearity Test...........................................................................84

3. Heteroscedasticity Test.........................................................................85

F. Hypothesis Test...........................................................................................87

1. Partially Test (t-test).............................................................................87

2. Simultaneously Test (F-test).................................................................94

G. Multiple Linier Regression.........................................................................96

H. Coefficient Determination..........................................................................97

CHAPTER V CONCLUSION AND RECOMMENDATION

A. Conclusion................................................................................................100

B. Recomendation.........................................................................................102

REFERENCES...............................................................................................xxiii

xviii

LIST OF FIGURE

Number Description Page

1.1 The Profile of Traditional Medicine

which Qualified in 2010-2014.....................................................2

2.1 Conceptual Framework..............................................................35

4.1 Normal P – Plot of Purchase Decision.......................................82

4.2 Histogram of Purchase Decision................................................83

4.3 One Sample Kolomogorov – Smirnov Test

of Purchase Decision..................................................................83

4.4 Tolerance and FIV Value...........................................................84

4.5 Scatterplot...................................................................................85

4.6 Glejser Test................................................................................86

4.7 t – Test........................................................................................87

4.8 F – Test.......................................................................................94

4.9 Multiple Linier Regression.........................................................96

4.10 Coefficient Determination (R2)..................................................97

xix

LIST OF TABLE

Number Description Page

1.1 Sidomuncul Product Sales Segment.............................................6

1.2 TOP Brand Index in the Category

of "Masuk Angin” Medicine........................................................8

2.1 Previous Research......................................................................26

3.1 Likert Scale................................................................................42

3.2 Df of t – Table............................................................................50

3.3 Df of F – Table...........................................................................52

3.4 Operational Variable...................................................................56

4.1 Results of the Respondent Based on Gender.............................63

4.2 Results of the Respondent based on Place.................................63

4.3 Results of the Respondent Based on Age...................................64

4.4 Results of the Respondent Based on Occupation.......................65

4.5 Results of the Respondent Based on Income.............................66

4.6 Try Out Result of : Validity Test (Product Quality)..................67

4.7 Try Out Result of : Validity Test (Product Availability)...........68

4.8 Try Out Result of : Validity Test (Brand Image).......................69

4.9 Try Out Result of : Validity Test (Brand Trust).........................69

4.10 Try Out Result of : Validity Test (Purchase Decision)..............70

4.11 Try Out Result of : Reliability Test............................................71

xx

4.12 The Statement Results of the Respondent about Product

Quality........................................................................................72

4.13 The Statement Results of the Respondent about Product

Availability.................................................................................75

4.14 The Statement Results of the Respondent about Brand

Image..........................................................................................76

4.15 The Statement Results of the Respondent about Brand

Trust............................................................................................78

4.16 The Statement Results of the Respondent about Purchase

Decision......................................................................................79

xxi

LIST OF ATTACHMENT

Description Page

Attachment I Research Questionairre Sheet

in English Language...................................................xxxv

Attachment II Research Questionairre Sheet

in Indonesian Language..............................................xlvii

Attachment III The Questionairre Results for

Validity & Reliability Data.............................................lx

Attachment IV The Questionairre Results for Research Data...............lxv

Attachment V The Results of Validity and Reliability Test.............lxxxv

Attachment VI The Results of Normality Test.................................lxxxix

Attachment VII The Results of Multicollinearity Test.............................xc

Attachment VIII The Results of Heteroscedasticity Test.........................xci

Attachment IX The Results of Multiple Linier Regression Test..........xcii

1

CHAPTER I

INTRODUCTION

A. Research Background

Indonesia is a tropical country that has a greatest potential of plant

and for some generations had been used as a traditional medicine. With

that potential of plants, Indonesia has a prospect to develop herbal or

traditional medicine in order to get benefit of health and industrial

targeting product both domestic and international markets.

The presence of trend back to nature has an impact to the society

and they realized that using a natural product is good for health. Society

more understand about the benefits of using the traditional medicine, there

are : the cheaper of price, convenience and easy to get the product and

having a minimum side effect. (Murdopo,2014).

In fact, the producer of traditional herbal medicine Indonesia must

take an effort to increase the research, improving the capasities of

technology, improving the quality assurance and improving the safety and

efficacy as a traditional medicine product.

According to Sparringa (2014:6) the group of traditional medicine

in Indonesia is divided into three, there are : Jamu (Empirical Based

Herbal Medicine), Obat Herbal Terstandar (Scientific Based Herbal

Medicine) and Fitofarmaka (Clinical Based Herbal Medicine). Whereby

for each group, are not allowed containing the chemicals and required of

2

supporting evidence such as: empirical evidence, proof and non-clinical or

clinical evidence.

In 2014, Food and Drug Monitoring Agency (BPOM) has

succesfully improving the effectiveness supervision of traditional

medicine. This is indicated in increasing of traditional medicine which

now is safe, beneficial and meet the condition (qualify).

The graph in above is the result of laboratory testing of 13.030

samples of traditional medicine. In 2014 which showed that the traditional

medicine are safe, beneficial and meet the condition (qualify) amounted to

76,74%, or increase of 2,93% compared in year 2010 which amounted to

73,81%. (Sparringa,2015:24).

As a part of a company that produce traditional medicine, PT.

Industri Jamu and Pharmaceutical Sidomuncul Tbk. Also improve it’s

quality to be a top priority both in Indonesia and the world. In addition,

Sidomuncul want to provide benefits and efficacy of its products. As well

Figure 1.1 Profile of Traditional Medicine That Have A Qualify

years of 2010-2014

3

as doing some research done by cooperating with research institutes and

universities.

Besides that, product quality should also be determined by how

customers view the product. From a marketing perspectives, quality means

a product availability to satisfy a customer needs or requirements. This

definition focuses on the customer and how the customer thinks a product

will fit some purpose. (Perreault and Mc Carthy,1999:243).

As the development distribution of all the Sidomuncul product. PT

Muncul Mekar doing the activities to implement the information

technology that had been integrated. This matter will going to do in order

to accomplished the reporting system of sales and marketing can reach to

the city of remote areas and the district easily, fastest and support the

availability of product in each region. Also can help to make a decision

making in quickly to make a progress in the company.

On the other hand the products need to be available in the right

place at the right time. It means that the product availability in the firm

needs to recruit the appropiate intermediaries such as wholesalers,

retailers, agent and so forth to ensure that the product can be found in the

place the customer expects to find it. (Blythe,2009:4).

Moreover, the image product of Tolak Angin which is very famous

from the past until now is the slogan. The image slogan becomes the

positioning statement of Tolak Angin as a pioneer of modern herbal

medicine. This product from PT Sidomuncul which originally in the form

4

of herbs powder which has a bitter taste and issued a sharp herbal aroma

makes some consumers do not want to try this product, they feel less

comfortable with it. If this happens, the growth potential of the powdered

herbs market of the Tolak Angin product is reduced. To that end, a new

innovation made from the product Tolak Angin from before made in the

form of herbs powder, then the new innovation is to make in the form of

Liquid Tolak Angin. With this innovation is expected to change the

perception of the people who mostly do not like the taste of herbs are bitter

and less delicious and the smell of herbal medicine that sting can be

changed and well received by consumers and the public. It is finally

proven until now, that this innovation is able to lift the image of traditional

herbalist Tolak Angin, now can be processed or processed using a very

modern processing.

However, the image is what consumers see of the brand and how

they consequently perceive and mentally integrate all messages. It is the

associations network in the mind of consumer. Understanding how a

global brand is perceived requires in-depth consumer research in many

countries to understand all the situations in which the brand is used. The

first visible aspect of a brand is the product itself. Therefore, analyzing and

selecting the right product market combination is essential in defining your

brand position. Also, we need to representing the brand in the mind of the

consumer or we called it as a brand image. (Mooij,2010:275-278).

5

Furthermore the government has also made serious efforts to

increase the level of consumer trust in various domestic herbal medicine

products. Food and Drug Monitoring Agency (BPOM) has also performed

its supervisory role strictly, thereby increasing consumer trust in products

that have undergone the BPOM testing process including the product of

the Tolak Angin.

Likewise, trust in marketing is regarded as one of the key

ingredients or lubricants required to encourage smooth business

relationships (Nguyen, 2002) in Glynn,2009:142. As the firm’s belief that

another company will perform actions that will result in positives

outcomes for the firm, as well as not take unexpected actions that would

result in negative outcomes for the firm. (Anderson & Narus, 1990:45) in

Glynn,2009:142.

Thus, the perspective of decision-making describes a consumer

performing about the specific steps at the time of purchase. The specific

steps include : problem identification, searching, alternative evaluation,

selecting and post-acquisition evaluation. The root of the approach, such

as : cognitive experience, psychological factors as well as other economic

factors. (Mowen and Minor, 2002:11).

In the midst of challenging economic conditions Jamu (Empirical

Based Herbal Medicine) and Herbal Medicines industry, is one of the

industry that hold out the crisis, it is because the local raw material get

support that is not affected by the economic conditions. Jamu (Empirical

6

Based Herbal Medicine) and Herbal Medicine Industry in 2015 still

recorded that the growth is about 3% to 4%. The government is aware that

the Jamu (Empirical Based Herbal Medicine) and Herbal Medicines

industry is a potential sector to be developed as one of the drivers of

industry growth and the national economy. Therefore, the government

continues to strive to create a conducive business climate, so that the

industrial world remains excited to invest in Indonesia, and has a high

competitiveness. The government is concerned to make the Jamu, Herbal

and Cosmetic industries to host their own country. (Sidomuncul Annual

Report, 2015:78).

Based on the Sidomuncul Performance Highlight, the increase in

net profit sales in 2016 from Rp. 22.2 trillion by 2015. (Sidomuncul

Annual Report, 2016: 2). Then, for the Company's net sales contributed by

the sales of Herbs and Supplements segment, Food and Beverage segment

and Pharmaceutical segment. (Sidomuncul Annual Report, 2015:3).

As for the sales growth in the three segments, will be explained in

the table below :

Table 1.1 Sidomuncul Product Sales Segment

No.

Product

Segment

Year

2015

Year

2016

%

Sales

Information

1 Herbal

Medicine &

Suplements

1.14

Trillion

1.52

Trillion

59% Contributor of market leaders, in

the category of Herbal Medicine

products of Tolak Angin Liquid.

7

No.

Product

Segment

Year

2015

Year

2016

%

Sales

Information

2 Food &

Beverage

996.8

Billion

963.2

Billion

38% Contributor of market leaders, in

the category of Powder Drink

product of Kuku Bima Ener-G.

3 Pharmacy 76

Billion

79.7

Billion

4.9% Contribution of 3% of total

revenue of the Company.

Source : Sidomuncul Annual Report, 2016

Based on the data above, the Herbs and Supplements segment are

the main contributors in pushing the Company's performance in 2016, with

the largest contribution from the sale of the product of “Tolak Angin

Liquid“ as one of the Company's flagship products. (Sidomuncul Annual

Report, 2016:73). The Company remains a market leader, in the Herbal

Medicine product category of Masuk Angin. (Sidomuncul Annual Report,

2016:72).

Nowadays, the most famous Trapped Wind or Masuk Angin

medicine is the product of “Tolak Angin Sidomuncul". Tolak Angin was

the first Sidomuncul product that produced in 1940 in liquid form. This

product is not only marketed in domestically, but has come abroad.

Especially in the era of the ASEAN Economic Community, Sidomuncul

rapidly more aggressive to work on the ASEAN market. (Hidayat in

tempo.co, 2015).

8

In addition, in the face of company competition especially in the

field of Masuk Angin or Common Cold Herbs Medicine. Tolak Angin

Liquid from PT Sidomuncul has an ability, has an influence for improving

the company business strategy and also has expand it’s market to the

International market.

Based on the data in below, from Table 1.2 Top Brand Index in the

Category of Masuk Angin or Common Cold Medicine it can be seen that

Tolak Angin Liquid Sidomuncul is occupies or get the first position as a

TOP brand. Meanwhile, the other brands from the same category occupy

the second position filled by the Antangin brand, the third position from

the Bintangin brand and the fourth position from the Air Mancur brand.

Table 1.2 TOP Brand Index in the Category of Masuk Angin or

Common Cold Medicine

Year 2015 Year 2016

Brand TBI TOP Brand TBI TOP

Tolak Angin

Sidomuncul

54.4 % TOP Tolak Angin

Sidomuncul

60.0% TOP

Antangin 42.3% TOP Antangin 37.4% TOP

Bintangin 0.9%

Air Mancur 0.9%

Source : www.topbrand-award.com

Based on the data in above, it is better for the Antangin, Bintangin

and also Air Mancur to be able to implement the strategies that have been

9

carried out and achieved from Tolak Angin Sidomuncul by do the

benchmarking. Benchmarking is a process of systematic analysis and

comparison of one company’s performance measured against another’s (in

the industry leaders) in order to improve business performance.

(Masterson and Pickton,2012:253). Also, according to Render and Heizer

(2001:99-100) benchmarking is a method used to improve performance by

referring to other parties. In an ideal situation one or more organizations

will be found whose operations are similar to those of an organization,

then compare the performance of the organization with the performance of

other organizations. Then, the benchmarking strategy in Tolak Angin

Liquid based on the independent variable are : first, based on the variable

of product quality is conduct the certification testing through : Good

Manufacturing Practice for Medicine (CPOB), Good Manufacturing

Practice for Traditional Medicine (CPOTB) and also International

Standard Organization (ISO) and conduct the scientific research testing by

cooperating through the reputable institution and universities.

(www.sidomuncul.id/tolakangin). Second, based on the variable of

product availability is using an integrated system of Information and

Technology and also an operational system among working units. As for

distribution and sales, including: SAP Module / Function for Sales &

Distribution (SD) and also DCRS for sales monitoring. (Sidomuncul

Annual Report,2016:116). Third, based on the variable of brand image is

build a strong image by focusing products through: slogans or unique

http://www.sidomuncul.id/tolakangin

10

jargon as an images of the herbs or Jamu that can be accepted,

remembered and integrated by the consumers through the feelings and the

thoughts, such as “Orang Pintar Minum Tolak Angin”. (Susanto,2016:74).

Fourth, based on the variable of brand trust is conduct the product

standardization tests, regarding the categories of medicine product sold,

such as: categories of Standardized Herbal Medicines (Obat Herbal

Terstandar), Herbal Medicine (Jamu) or Phytopharmaca (Fitofarmaka)

which were safe to consume, and also factories that were standardized

GMP (Good Manufacturing Products) by BPOM (Food and Drug

Monitoring Agency) that had standard compliance.

(www.sidomuncul.id/tolakangin). Based on the strategy of Tolak Angin

Liquid in above, the Antangin, Bintangin and Air Mancur brand can

improve their company's performance by following and applying that

strategy.

This research is conducted, in Jonggol area which is one of

subdistrict in Bogor Regency area. Bogor known as Kota Hujan has a high

rainfall of about 3,000 millimeters - 4,000 millimeters per year. (Rahmat

in CNN Indonesia.com, 2017). In District Jonggol, has two kinds of

seasons: the dry season and the rainy season. During 2015 the average

rainfall in Jonggol sub-district is 498 mm with an average range of 65 -

1344 cm. This shows that, the rainy season is less than the dry season in

2015. (Sarwono,2016:1). Generally, in the transition season, the frequency

of people affected by the disease, such as: colds, flu, cough, fever, Masuk


11

Angin or Common Cold, flatulence and also nausea, is relatively

increased. Because when the transition coming usually signed by the high

frequency of storms, heavy rains with rumblings and strong winds. (Ilahi

et.,al 2012).

For that reason, there will likely be many people, who make

purchasing decisions to buy Masuk Angin, such as Tolak Angin. Where

this Tolak Angin has the appropriate benefits for treating diseases such as:

relieves symptoms of Masuk Angin, nausea, flatulence, headache, dry

throat and body fever.

Furthermore, the existence of this research is become the reference

of bencmarking strategy to build marketing product and brand such as

product quality, product availability, brand image and brand trust like

variable in this research. Also, to help the other Empirical Based Herbal

Medicine or Jamu entrepreneurs developing their business and to be able

to implement the strategy. Then, Empirical Based Herbal Medicine or

Jamu formerly associated as an outdated product, but now become the

target product of many people, able to coexist with other pharmaceutical

products and become a market leader in the field (Agung,2013:145-146).

One of them such as, Tolak Angin Liquid from PT. Sidomuncul like in

this research.

From the background above, the author took some of several

variables relating the background research to investigate the product

quality (X1), product availability (X2), brand image (X3) and brand trust

12

(X4) toward purchase decision (Y). Based on the description in above, the

author makes a research with the tittle :

“THE INFLUENCE OF PRODUCT QUALITY, PRODUCT

AVAILABILITY, BRAND IMAGE AND BRAND TRUST TOWARD

PURCHASE DECISION” (CASE STUDY OF TOLAK ANGIN

LIQUID)

B. Problem Formulation

Based on the background described above, so the formulations of the

problem that will be explained in this research are :

1. Do the product quality have significant influence toward purchase

decision of Tolak Angin Liquid ?

2. Do the product availability have significant influence toward purchase


3. Do the brand image have significant influence toward purchase


4. Do the brand trust have significant influence toward purchase decision

of Tolak Angin Liquid ?

5. Do the product quality, product availability, brand image and brand

trust have significant influence toward purchase decision of Tolak

Angin Liquid ?

13

C. Purpose of Research

The purposes of this research are :

1. To analyze the influence of product quality toward purchase decision

of Tolak Angin Liquid.

2. To analyze the influence of product availability toward purchase

decision of Tolak Angin Liquid.

3. To analyze the influence of brand image toward purchase decision of

Tolak Angin Liquid.

4. To analyze the influence of brand trust toward purchase decision of

Tolak Angin Liquid.

5. To analyze the influence of product quality, product availability,

brand image and brand trust toward purchase decision of Tolak Angin

Liquid simultaneously.

D. Benefit of Research

Based on the data, the reseacher hope that the results of this research

has benefits for all parties, while the benefit is including :

1. For the author, this research can improve the author’s knowledge and

the topic can be used in business areas. This research can also be done

in order to graduate as a Bachelor of Economics of State Islamic

University Syarif Hidayatullah Jakarta.

2. For the company, this research can be used to improve the business

company as a benchmark and about how the brand and product can be

14

influencer, because the results are based from when the customer

about to purchase some product.

3. For Islamic State University Syarif Hidayatullah Jakarta (UIN), this

research can also be used for the other students in order to help them

to finish their thesis.

4. For the reader and the another research, this research can be

understood, easy to read and easy to implement the methods, the

structure and also the theory.

15

CHAPTER II

LITERATURE REVIEW

A. Theoritical Basis

1. Product

a. Definition of Product

According to Lamb et al., (2009:274) product is everything

both favorable and unfavorable that a person receives in an

exchanges.

According to Kotler (2012) product is anything that can be

offered to a market to satisfy a want or need, including physical

goods, services, experiences, events, person, places, properties,

organizations, information and ideas.

According to Kerin et al., (2004:210) product is a good,

services or idea consisting of a bundle of tangible and intangible

attributes that satisfies consumers and is received in exchange for

money or some other unit of value. Tangible attributes include

physical characteristics such as color or sweetness and intangible

product those aspects that can’t be touched.

b. Core Benefit of Product

Core benefits or the core product is the minimum benefits a

product should confer. In this case an example, medicine is meant

to cure an illness. Marketing managers have to keep focused on the

basic problems to be solved, such as : understand them well,

16

address them precisely and directly and place these solutions at the

core of their product. (Masterson and Pickton,2011:205).

2. Product Quality

a. Definition of Product Quality

According to Zeithaml and Bitner (1988) product quality

are defined as customer value over the exeeded or product feature

or throughly serving.

According to Mowen and Minor (2002:90) product quality

are defined as comprehensive evaluation of customer over goods

and services beneficience.

b. Indicators of Product Quality

According to Garvin (1996) in Arif (2016:183) there are eight

dimension of product quality :

1) Performances

Performance is the suitability with main function of the

product itself or characteristics operation of the product.

2) Features

Feature is the unique characteristics of the product which

distinguished from the other products.

3) Reliability

Reliability is the possibility of a product that can work

satisfactorily at a certain times and conditions.

(Garvin,1984:92).

17

4) Conformance

Conformance is the characteristics of design product met the

standard.

5) Durability

Durability is about the endurance life of a product.

6) Serviceability

Serviceability is about the ease of getting component of the

product.

7) Aesthetics

Aesthetics is something to do with the taste and the smell of a

product (Garvin,1984:92).

8) Perception

Perception is a consumer fanaticism with brand a particular

product because of the image of the product itself.

3. Product Availability

a. Definition of Product Availability

According to Swink (2010:263) product availability is the

capacity to have inventory present when and where it is desired by

a customer.

According to Bermen and Evans (2004) product availability

is marketing activities which do by company fluently utilized and

easier to forwarding of product.

18

b. Dimension of Product Availability

According to Saragih (2013:216) dimension of product

availability divided into two, there are on shelf availability and out

of stock. Here below, to be explained about the definition :

1) On – Shelf Availability (OSA)

According to Kamath (2016:85) on shelf availability (OSA)

is once of important metric that every retailer’s performance

is measured. OSA is defined as availability of product for

sale to a shopper, in the place he expects it and at the time he

wants to buy it. It is impacted by a host of different factors,

all along the supply chain.

2) Out of Stock (OOS)

According to Kamath (2016:85) out of stock (OOS), also

known as Stockout. It is a situation where the retailer does

not physically possess a particular product category, on its

shelf, to sell to the customer. It can be estimated from store

inventory data. According to Hawkins et.al (2001:617)

stockouts is about the store being temporarily out of a

particular brand, obviously affect a consumer’s purchase

decision. The customer then must decide whether to buy the

same brand at another store or switch the product.

19

4. Brand

a. Understanding of Brand

According to the American Marketing Association (AMA) in

Keller (2008) brand is a name, term, sign, symbol, design or

combination of them intended to identify the goods and services of

one seller or group of sellers and to differentiate them from those

competition.

According to Schiffman and Kanuk (2010) a positive brand

image will enable marketing program can be liked and be able to

produce unique associations to the brand that always exist in

customer retention.

b. Functions of Brand

According to Ambadar et al.,(2007:4) brand has two functions,

there are :

1. Brand provide identifications of a product, so that the

consumers can recognized the different trademarks with other

products.

2. Brand can help to attract the prospectives buyer.

5. Brand Image

a. Definitions of Brand Image

According to Masterson and Pickton (2011:418) brand

image is about the target market’s perception of the brand. Brand

personalities and identities only exist in order to create an image.

20

This is what people really think of the brand and in ideal world it

would match the brand personality as this is the image the brand

team wanted people to have.

b. Indicators of Brand Image

According to Shimp (2003:10) in Rizan et al.,(2015:460)

dimension of brand image is divided into three, there are :

attributes, benefits and overall evaluation. Here below, to be

explained about the definition :

1. Attributes are aspects of the advertised brand. Advertised

brands are the things that consist of non-product related, such

as : price, packaging, usage imagery and user imagery. Price

refers to the relative price of consumers for categorizing

brands into different price segments such as : low, medium and

high price segments. (Aaker 1991) in Zickermann,2014:41.

Packaging refers to the wrapper or cover a product. A package

of a product consist of aesthetics and functional aspects.

Aesthetics aspects related to the, such as : package size, shape,

materials, color, text and graphics. Functions aspects related to

the, such as : easy to hold, easy to open and squeezable. In here

i used the aesthetics aspect that consist of package shape and

color of the product. (Keller 1998) in Zickermann,2014:41.

Usage imagery refers to the associations in terms of where and

which situations the brand is used. This can be depend on the

21

time (day/night, summer/winter etc), the locations

(inside/outside), type of activity (formal/informal) or other

circumstances. (Keller 1993) in Zickermann,2014:42). User

imagery focusing on who uses the brand. This approach takes

the form of hiring celebrity spokespeople to represent the value

of the brand. (Tybout,2010:124).

2. Benefits divided into three parts, those are : functional,

experience and symbolic. Functional benefits are the outcomes

of functions performed by a product. (Verma,2002:217).

Experiental benefits is the pleasure derived from using the

product. (Chitale, 2013:206). Symbolic benefits is the desires

for self expression fulfilled. (Lantos,2015:120).

3. Overall evaluation is about the attitude toward the brand, also

has a strong, favorable and somewhat unique associations.

(Shimp and Andrews,2013:36). Attitude can be both positive

and negative depending on the object of the attitude.

(Wright,2006:264). According to Peter and Olson (2010:128)

attitude as a person’s overall evaluation of a concept.

Consumer can have quite distinct attitudes toward variations

of the same general concept. For instances, Rich has a

moderately positive attitude toward fast-food in general, but he

has a highly favorable attitude toward one product form

(hamburger restaurants). However, his attitude toward Mc

22

Donald’s a spesific brand of hamburger restaurant, is only

slightly favorable (he likes Burger King better). Finally, his

attitude toward a particular model, the Mc Donald’s on the

corner of Grant and Main is somewhat negative (he had

unpleasant meal there). (Peter and Olson,2010:130).

According to Peter and Olson (2010:143) consumers’ attitudes

toward an object often are not good predictors of their spesific

behaviors regrading that object. Because, favorable attitudes

toward these products can be expressed in many different

behaviors, it is difficult to predict which specific behavior will

be performed. As an example : consider three consumers who

have generally favorable attitudes toward Porsches but do not

own one. Behavior from the first consumer are reads ads and

test reports about Porsches. Behavior from the second

consumer are goes to showrooms to look at Porcshes. Then,

the third consumer are just daydreams about owning a

Porsches. In sum, having a generally favorable or unfavorable

attitude toward a product does not mean the consumer will

perform every possible favorable or unfavorable behavior

regarding that product. (Peter and Olson,2010:145).

23

6. Brand Trust

a. Definition of Brand Trust

According to Simamora (2003:92) trust is descriptive

thinking of a person about something. Trust can be knowledge and

opinions, trust also will create an image of a product and brand.

b. Indicators of Brand Trust

According to Reast (2005:9) in Wilujeng et al., (2014:6)

dimension of brand trust divided into two, there are credibility and

performance satisfaction. Here below, to be explained about the

definition :

1) Credibility

Credibility is building a trust to the people that will believe

about the products offered are beneficial, because the people

desperately need the products that have been sold.

(Lasmadiarta,2010:11).

2) Performance Satisfaction

Performance satisfaction is reflects customer expectations of

the brand and its products that have been met.

7. Purchase Decision

a. Understanding of Purchase Decision

According to Mullins et al., (2008:98) consumer decision

making is essentially a problem solving process. Most customer,

whether individual consumers or organizational buyers, go through

24

similar mental processes in deciding which products and brands to

buy.

b. Components of Purchase Decision

Sellers need to structure the overall buying decision to help

consumers make informed decisions about their purchases.

According to Sunyoto (2013:85) every purchase decision has a

structure of seven, the component is:

1) Decisions about the type of product

Consumers can take the decision to buy a product. The

company should focus its attention on people who are

interested in buying a product and other alternatives they are

considering.

2) Decisions about product form

This decision related to size, quality, appearance and so on.

The company must conduct marketing research to know

consumer preferences about the product concerned in order to

maximize its brand appeal.

3) Decisions about the brand

Consumers should make decisions about which brand to buy.

Each brand has its own distinction. The company need to

know how consumers choose a brand.

25

4) Decisions about the seller

Consumers should make decisions on where the product will

be purchased. The producers, wholesalers and retailers should

know how the consumers choose the sellers.

5) Decisions on the number of products

Consumers can make decisions about how many products to

buy at a time. The company must prepare many different

products according to the wishes of the buyers.

6) Decision about the time of purchase

Consumers can make decisions about when to make a

purchase. The company should know the factors that

influence consumer decisions in determining the time of

purchase.

7) Decision on how to pay

Consumers should make informed decisions about the

method or manner of payment of the product to be purchased.

The decision will affect the decision about the seller and the

amount of the purchase. The company should know the

buyer's desire for the payment method.

26

B. Previous Research

The previous research on this topic are as follows :

Table 2.1 Previous Research

No Research Title Variable Methodology Conclusion

1. Fatlahah,

2013

Pengaruh

Kualitas

Produk dan

Citra Merek

terhadap

Keputusan

Pembelian Es

Krim Wall’s

Magnum

Product

quality,

brand image

and

purchase

decision

Multiple

Linier

Regression,

and there are

108 total of

respondent

from resident

of Griya

Mapan

Rungkut,

Surabaya.

The results of

this research

showed that the

product quality

and brand

image give

contribution of

influenced on

purchase

decision.

27


2. Saragih,

2013

Pengaruh

Kualitas

Produk,

Ketersediaan

Produk dan

Gaya Hidup

terhadap

Keputusan

Pembelian

Produk Lulur

Mandi

Sumber Ayu

di Jakarta

Product

quality,

product

availability,

lifestyle and

purchase

decision

Descriptive

Quantitative

of Multiple

Linier

Regression,

and there are

100 total

population of

respondent.

The results of

this research

showed that the

purchase

decision was

influenced by

product quality,

product

availability and

life style.

28


3. Indrawati,

2015

Pengaruh

Citra Merek

dan Gaya

Hidup

Hedonis

Terhadap

Keputusan

Pembelian

Jilbab Zoya

Brand

image,

hedonistic

lifestyle and

purchase

decision

Multiple

Linier

Regression

and there are

212 total

population of

respondents.

The result of

this research

showed that

brand image

and hedonistic

lifestyle

affected on the

purchase

decision.

29


4. Wilujeng

and

Edwar,

2014

Pengaruh

Brand

Awareness

dan Brand

Trust

Terhadap

Keputusan

Produk

Oriflame

Brand

awareness,

brand trust

and

purchase

decision

Multiple

Linier

Regression

and there are

107 total

population of

respondents.

The result of

this research

showed that the

brand

awareness and

brand trust have

simultaneously

affect on

purchase

decision.

30

C. Relationship Among Variables

1. Relationship of Product Quality toward Purchase Decision

According to Kotler and Armstrong (2008) the better result of

product quality, can make an opportunity for the consumers

decided to make a purchase decision. The results of this research

shows that the positive of product quality in Tolak Angin Liquid

can make an influence toward purchase decision. Then, a good

judgements of product quality that appropiate with the level of

consumer need and wants, will encourage the consumer to make a

purchase decision. This explains that the results of consumer

experience in using the product, will get the judgements results

from the consumer toward the product. If the product can satisfy

the consumer, then the consumer will provide a positive

judgements of the product. With that assesments, then the

consumer will still want to buy the product. (Weenas,2013:616). In

a journal research conducted by Fatlahah (2013) entitled

“Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan

Pembelian Es Krim Wall’s Magnum” has proven that the product

quality give contribution of influenced toward purchase decision.

31

2. Relationship of Product Availability toward Purchase Decision

According to Siahaya (2015:101) the availability of

products occurs due to market demand that increases beyond

estimates. If a product has a high level of substituability and

therefore a high stockout cost, inventory levels must be adequate to

provide high levels of availability and vice versa. If the demand for

a product is low, the decision might be made to minimize inventory

levels to maintain some minimally acceptable level of availability.

(Coyle et al.,2012). In a journal research conducted by Saragih

(2013) entitled “Pengaruh Kualitas Produk, Ketersediaan Produk

dan Gaya Hidup terhadap Keputusan Pembelian Produk Lulur

Mandi Sumber Ayu di Jakarta“ has proven that the product

availability give contribution of influenced on purchase decision.

32

3. Relationship of Brand Image toward Purchase Decision

According to Rangkuti (2004) in Sangadji and Sopiah

(2013:337) defines the brand image as a set of brand associations

formed in the minds of consumers. In other words, brand image is

a set of memories that exist in the minds of consumers about a

brand, whether it is a positive or negative. According to Sangadji

and Sopiah (2013:338) a positive brand image, will provides the

benefits for producers, in order to be known by the consumers. In

other words, the consumers will decided the choices to buy a

product that has a good image. Likewise, if the brand image has a

negative image, then the consumers tend to consider more further

when will buy the product. In a journal research conducted by

Indrawati (2015) entitled “Pengaruh Citra Merek dan Gaya Hidup

Hedonis Terhadap Keputusan Pembelian Jilbab Zoya“ has proven

that the brand image have an affect on purchase decision of hijab

Zoya on community hijabers in Surabaya.

33

4. Relationship of Brand Trust toward Purchase Decision

According to Trista et.,al (2013) the trust grows from the

belief in a person's positive judgment toward of a brand, product,

company and others. If the consumers believe that there is a

positive value, then the consumers will likely use or decide to

make a purchase of the products. In a journal research conducted

by Wilujeng and Edwar (2014) entitled “Pengaruh Brand

Awareness dan Brand Trust Terhadap Keputusan Produk

Oriflame“ has proven that the brand trust have simultaneously

affect toward purchase decision of consumer Oriflame brand

cosmetic products.

34

D. Conceptual Framework

According to Miles and Huberman (1994:18) in Hartman defined

conceptual framework as a visual or written product, one that “explains,

either graphically or in narrative form, the main things to be studied the

key factors, concepts or variable and the presumed relationships among

them”.

In this conceptual framework, there are four variable x include

product quality (X1), product availability (X2), brand image (X3) and brand

trust (X4). Then, one variable y include purchase decision (Y) that

influence the purchase decision of a product. Here in the next page the

explanation :

35

Figure 2.1 Conceptual Framework

Purchase Decision

(Y)

Product

Quality

(X1)

Product

Availability

(X2)

Brand

Image

(X3)

Brand

Trust

(X4)

Coefficient Determination (R2)

Validity & Reliability Test

Validity Test

Reliability Test

Classic Assumptions

Normality Test

Multicollinearity Test

Heteroscedasticity Test

Hypothesis Test

t-Test

F-Test

Conclusions & Reccomendation

Multiple Linear Regression

36

E. Hypothesis

According to Lind et al.,(2008:293) hypothesis testing is a procedure

based on sample evidence and probability theory to determine whether the

hypothesis is a reasonable statement. Based on the conceptual framework,

the previous research and the research objectives. The hypothesis of this

research is :

1. The Influence of Variabel Product Quality toward Purchase

Decision

H01 : β1 = 0 : product quality does not have a significant

influence toward purchase decision

Ha1 : β1 ≠ 0 : product quality has significant influence toward

purchase decision

2. The Influence of Variabel Product Availability toward Purchase

Decision

H02 : β2 = 0 : product availability does not have a significant

influence toward purchase decision

Ha2 : β2 ≠ 0 : product availability has significant influence

toward purchase decision

3. The Influence of Variabel Brand Image toward Purchase

Decision

H03 : β3 = 0 : brand image does not have a significant influence


37

Ha3 : β3 ≠ 0 : brand image has significant influence toward

purchase decision

4. The Influence of Variabel Brand Trust toward Purchase

Decision

H04 : β4 = 0 : brand trust does not have a significant influence


Ha4 : β4 ≠ 0 : brand trust has significant influence toward

purchase decision

5. The Influence of Variable Product Quality, Product Availability,

Brand Image and Brand Trust toward Purchase Decision

H05 : β1234 = 0 : product quality, product availability, brand image

and brand trust do not have significant influence toward purchase

decision

Ha5 : β1234 ≠ 0 : product quality, product availability, brand image

and brand trust have significant influence toward purchase decision

38

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

1. Location of Research

The location and the object to be examined are the people who

purchase Tolak Angin Liquid that located in Navy Resident, Jonggol.

2. Time of Research

The time research will be done during May until November

2018.

3. Variables of Research

In this study used two variables, there are : independent variable

in this research include product quality given symbol (X1), product

availability given symbol (X2), brand image given symbol (X3) and

brand trust given symbol (X4). Then, dependent variable in this

research is purchase decision given symbol (Y).

B. Determine of Sample Method

1. Population

According to Cooper and Schindler (2006:402) population is the

total collection of element about which we wish to make some

inferences.

39

According to Zulganef (2008:113) population is a group of

people, events or things that are interesting to study which has been

restricted by the researchers themselves.

In this research, population that will be used is the buyer who

bought Tolak Angin Liquid in Jonggol.

2. Sample Technique

According to Cooper and Schindler (2006:717) sample is a

group of cases, participants, events or records consisting of a portion

of the target population and carefully selected to represent that

population.

According to Cooper and Schindler (2006:717) sampling is the

process of selecting some elements from a population to represent that

population.

The sampling technique used by the author, in conducting this

thesis research is convenience sampling.

According to Cooper and Schindler (2006:707) convenience

sampling are non probability sampling where researchers use any

readily available individuals as participants. According to Hermawan

(2009:156) convenience sampling is getting information quickly,

cheaply and easily. The procedure is to simply contact sampling units,

which are easy to find. Such as: students in one class, pilgrims places

of worship, colleagues, neighbors, shop visitors and others.

40

According to Supriyanto (2009:123) 30 research subjects, is the

boundary between small samples with the large samples. For < 30 can

be regarded as a small sample, while > 30 is said to be a large sample.

The larger of the sample research, will get the better results obtained.

This is because, in a large samples will reflect the population pictures,

which is more real.

According to Arikunto in Supriyanto (2009:123) if the number

of subject in population only include 100 to 150 people and in the

research using a questionnaire, then it should be taken entirely.

According to Malhotra (2006:321) in Mardalena et.,al

(2018:104) stated that 150 people of sample is enough to fullfill the

population of the research more than 10.000 people. Then, according

to the criteria in above so the sample research used is 150.

C. Data of Collection Method

To get some data required in the preparation of this thesis, the

authors use primary data and secondary data. In below, will be explain the

data collection method used in the research:

1. Primary Data

According to Sujarweni (2014:73) primary data is data which

obtainable from the respondent through questionnaire, focus group,

panel data and the results of interview from the researchers with the

informant.

41

The researchers have obtained the primary data through the

questionairre and used the likert scale of measuring the data. The

questionairres directly distributed to the buyers of Tolak Angin Liquid

in Navy Resident, Jonggol.

According to Cooper and Schindler (2006:716) questionairre is

an instrument delivered to the participant via personal such as

intercept and phone or via non personal such as computer delivered

and mail delivered, means that is completed by the participant.

According to Umar (2011:49) questionnaire is a data collection by

giving or distributing a list of questions or statements to the

respondent. Also, providing a response to the list of questions. The

questionnaire was using the likert scale in some tables, so it will be

making it easier for respondents to understand some of the alternative

answers. In addition, there is also information from the purpose of

research and there is a description of how to filling the questionnaire

of each variable studied. Questions of the questionnaire are based on

operational indicators of variables that have been adapted to this

research object.

According to Cooper and Schindler (2006:712) likert scale is a

variation of summated rating scale, this scale ask a rater to agree or

disagree with statements that express either favorable or unfavorable

attitudes toward the object. The strength of attitude is reflected in the

42

assigned score and individual scores may be totaled for an overall

attitude measure.

This scale generally uses five rating scales, there are :

Table 3.1 Likert Scale

No Kind of Answer Score

1 SD = Strongly Disagree 1

2 D = Disagree 2

3 NA or ND = Neither Agree or Nor Disagree 3

4 A = Agree 4

5 SA = Strongly Agree 5

Source : Cooper and Schindler (2006:337)

2. Secondary Data

According to Sujarweni (2014:74) secondary data is data which

can be obtained from the notes, books, magazine in form of

publication financial company report, government report and some

articles.

In the process of collecting this research data, the researchers

have obtained the data from scientific journal, concentration text

book, other books, websites and articles that related with this topic.

D. Data Analysis Method

The data that has been collected from the spread of questionnaires, will

be processed and analyzed with the aim that the data becomes an

information and can be used as a basis for decision making. The data

43

analysis done by using SPSS (Statistical Product and Service Solutions)

version 2.0 software.

1. Validity and Reliability Test

a. Validity Test

According to Cooper and Schindler (2006:720) validity is a

characteristics of measurement concerned with the extent that a

test measures what the researchers actually wishes to measure and

that a differences found with a measurement tool reflect true

differences among participants drawn from a population.

According to Ghozali (2013:52) validity test is used to

determine whether or not a questionairre is valid. A questionairre

is said to be valid, if the question on the questionaire is able to

reveal something that will be measured by the questionairre.

According to Ghozali (2013:53) the requirements of validity

test is by comparing the value of r arithmetics with the value of r

table, calculated the df (degree of freedom) = n – 2, with alpha

(α) = 0.05 and if r count is > r table and have a positive value,

then the item of questions or indicator is declared to be valid.

b. Reliability Test

According to Cooper and Schindler (2006:716) reliability test

is a characteristics of measurement concerned with accuracy,

precision and consistency, a necessary but not sufficient condition

for validity or if the measure is not reliable it cannot be valid.

44

According to Ghozali (2013:47) reliability test is a tool to

measure a questionairre, and there is an indicator of a variable or

construct. A questionairre is said to be reliable, if the answer of a

certain person toward the statement is consistent or stable over the

time.

According to Ghozali (2013:48) the requirements of

reliability test is by one shot or measuring the correlation between

the statements of responses and calculated the cronbach alpha (α)

= 0.07 statistical test. Then a variabel is said to be reliable, if the

cronbach alpha is > 0.70.

2. Classic Assumption

A good regression model must meet the classical assumptions. The

fulfillment of this classical assumption, has a purpose that in doing the

regression model did not find any statistical problems and the resulting

regression model can meet the statistical standards. So, the parameters

can be obtained logical and reasonable. (Gani et al., 2015: 123).

There are three basic assumption, that researchers used for this

thesis:

a. Normality Test

According to Hamdi et, al (2014:114) normality test is one

part of the data analysis requirements or the classical assumption

test which is mean before doing a real analysis, the data research

45

should be tested have a normal distribution. Normality test is aims

to test whether the data research carried out has a normal

distribution or not. Basic decision making in the normality test

that is if the significance value > 0.05 then the data is normally

distributed. Conversely, if the significance value < 0.05 then the

data is not normally distributed.

According to Ghozali (2013:154) normality test is aim to test

whether in the regression model, there are an intruder or residual

variable that has a normal distribution. In the t test and F test

assumed that the residual score follow the normal distribution.

According to Ghozali (2013:154) here in below, there are two

ways about how to take a decision and measure about the

normality test :

1) Graph Analysis

Graph analysis consist of P – Plot and Histogram. First,

the requirements of normal P – Plot is : if the data spread

around a diagonal line or histogram, then it shows that the

patterns have a normal distribution and meet the

normality assumptions. Second, the requirements of

histogram is : if the data give the distribution pattern

which skewness is pointed to the right. Then, it shows

that the data have a normal distribution and meet the

normality assumptions. (Ghozali,2013:156).

46

2) Statistical Analysis

Statistical analysis consist of Kolmogorov Smirnov (K-S)

of Non – Parametric Test. The requirements of One

Sample Kolmogorov-Smirnov (K-S) Test is : if the data

have a significant probability or Asym. Sig. (2-tailed)

value is > 0.05 then H0 accepted and data can be normally

distributed. Then, if the data have a significant probability

or Asym. Sig. (2-tailed) value is < 0.05 then H0 rejected

and data can not be normally distributed.

(Arifin,2017:122).

b. Multicollinearity Test

According to Ghozali (2013:103) multicollinearity aims to

test whether the regression model found there is a correlation

between independent variables. A good regression model should

not be correlated between independent variables. If independent

variables are correlated, these variables are not orthogonal. The

orthogonal variable is an independent variable whose correlation

value among fellow independent equals zero. Then, to know the

value of multicolinearity can be seen from the value of tolerance

and the opponent VIF (Variance Inflation Factor). Both of these

measures show each independent variable which is explained by

other independent variables. In a simple way, every independent

variable becomes a dependent variable and is re-created against

47

other independent variables. Tolerance measures the variability of

selected independent variables that are not explained by other

independent variables. Thus, a low tolerance value equals a high

VIF value because (VIF = 1 / Tolerance). The common cutoff

value used to indicate the presence of multicolinearity is the

tolerance value ≤ 0.1 or equal to the VIF value ≥ 10. Thus, if the

VIF value <10 and tolerance value > 0.1 then the regression

model is free from multicolinearity.

c. Heteroscedasticity Test

According to Umar (2011:179) heteroscedasticity was

performed to find out whether in a regression model the variance

inequality of the residue of an observation to another observation

occurred.

According to Ghozali (2013:134) heteroscedasticity test is

aim to test whether in the regression model there is a variance

inequality, from one observation to another. A good regression

model, which is homoscedasticity or does not occur

heteroscedasticity.

According to Ghozali (2013:134) to detect the

heteroscedasticity in the variable is by looking the graphic plot

between the predicted value of the dependent variable ZPRED

and its residual ZRESID. Then, see whether or not there is a

particular pattern on the scatterplot graph between SRESID and

48

ZPRED. Where the Y axis, is the Y predicted, and the X axis is

the residual (Y prediction - Y actually) that has been studentized.

According to Ghozali (2013:134) to measure the

heteroscedasticity test is used graph analysis such as : Scatterplot

and Glejser Test.

1) Scatterplot

According to Ghozali (2013:134) the requirement of

scatterplot: if there is a particular pattern and regular basis

such as forming of the wavy, wide and narrows, then

indicated that there had been heteroscedasticity. If there is

no clear pattern as well as the spots spread under and

below the 0 rate on the Y axis, then indicated that there is

no heteroscedasticity.

2) Glejser Test

According to Ghozali (2013:137) the requirements of

glejser test : if the independent variable is statistically

significant affect the dependent variable of absolute

value, then this indicates that there is a heteroscedasticity.

Next, if there are not any independent variable is

statistically significant affect the dependent variable of

absolute value, then this indicates that there is no

heteroscedasticity. In addition, the significance level >

49

0.05 it can be concluded that the regression model does

not contain any heteroscedasiticity.

3. Hypothesis Test

According to Bajpai (2009:308) hypothesis testing is a well

defined procedure which help to decide objectively whether to accept

or reject the hypothesis based on the information available from the

sample.

a. Partially Test (t-test)

According to Widarjono (2010:25) t test is used to prove

whether the independent variable individually influences the

dependent variable.

In this research two tailed test will be used as the hypothesis

of t-test. Because, two tailed test is contain the rejection region on

both the tails of the sampling distribution of a test statistic. This

means will reject the null hypothesis if the computed sample

statistic is significantly higher than or lower than the

hypothesized population parameter (considering both the tails,

right as well as left). (Bajpai,2009:311).

According to Widarjono (2010:26) the step procedure in

doing the t test are :

50

First, making the null hypothesis (Ho) and alternative hypothesis

(Ha) for two tailed test, as follows :

Ho : β1 = 0

Ha : β1 ≠ 0

Second, looking for a critical t value from the Df of t-table

distribution, counted the Df and choose the alpha (α). Then,

counted the Df with the formula : Df = n-k-1 and choose the

(95%) two tailed test alpha (α) = 0.025 from the (90%) one tailed

test (α) 0.05/2 = 0.025. (Arifin,2017:162). Where Df = Degree of

Freedom, n = total of sample, k = total of independent variable.

(Rangkuti, 2011:146). Then, looked at the results on the table

below :

Table 3.2

Df of t – Table

df1

1 tailed (90%)

0.05

2 tailed (95%)

0.025

df2

144

145

146

1.6555

1.6554

1.6554

1.9766

1.9765

1.9763

Source : Ghozali (2013:464)

51

Third, comparing the value of t arithmetics and the value of t

critical with the decision to accept or reject the null hypothesis

(Ho), as follows :

If the value of t arithmetic > value of t critical (table), then Ho

rejected or Ha accepted

If the value of t arithmetic < value of t critical (table), then Ho

accepted or Ha rejected

b. Simultaneously Test (F-test)

According to Widarjono (2010:22) F test is used to evaluate

the effect of all the independent variables toward the dependent

variables.

According to Widarjono (2010:23) the step procedure in

doing the F test are :

First, making the null hypothesis (Ho) and alternative hypothesis

(Ha), as follows :

Ho : β1 = β2 = ... = βk = 0

Ha : β1 ≠ β2 ≠ ... ≠ βk ≠ 0

Second, looking for a critical F value from the Df of F-table

distribution, counted the Df, choose the alpha (α) and choose the

total of independent variable (k). Then, counted the Df with the

formula : Df = n-k-1 and choose the (95%) two tailed test alpha

(α) = 0.025 from the (90%) one tailed test (α) 0.05/2 = 0.025.

(Arifin,2017:162). Where Df = Degree of Freedom, n = total of

52

sample, k = total of independent variable. (Rangkuti, 2011:146).

Then, looked at the results on the table below :

Table 3.3

Df of F - Table

Source : Kurniawan (2008:24)

Third, comparing the value of F arithmetics and the value of F

critical with the decision to accept or reject the null hypothesis

(Ho), as follows :

If the value of F arithmetic > value of F critical (table),

then Ho rejected it means that all together the independent

variables affect the dependent variable.

If the value of F arithmetic < value of F critical (table),

then Ho accepted it means that all together the independent

variables do not affect the dependent variable.

4. Multiple Linier Regression

According to Arifin (2017:156) in multiple linear regression,

there are one dependent variable and two or more independent

variables. Multiple linear regression is widely used, because many

df1 3 4 5

df2

145

2.667

2.434

2.276

53

variables that need to be analyzed. In addition to the more relevant use,

the analysis is necessary to know the direction of the relationship

(positive or negative) between the independent variables with the

dependent variable.

Methods of analysis to be used by the researchers is multiple

linier regression. In here, the researchers want to know that the

purchase of medicine by consumers, will have an effect directly or

indirectly about the factors of product quality, product availability,

brand image and brand trust on purchasing decisions.

According to Gani et al., (2015:145) the regression model that is

formed is:

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + ε

Where :

Y = Purchase Decision

X1 = Product Quality

X2 = Product Availability

X3 = Brand Image

X4 = Brand Trust

α = Constants

β1, β2, = The regression coefficient

β, β4 of each variable

ε = Error term

54

5. Coefficient Determination (R2)

According to Gani et al., (2009:142) the coefficient of

determination (R2) for multiple regression is a number that specifies

the proportion (percentage), about the variation of the dependent

variable values (Y), which is determined by the variation of the values

of all variables independent (X).

According to Ghozali (2013:95) the coefficient of determination

measures how far the ability of the model, in explaining the variation

of the dependent variable. The coefficient of determination is between

0 and 1. A value that close to 1, have a meaning that independent

variables provide almost all the information needed, to predict the

dependent variables.

According to Gujarati (1995:208) and Kuncoro (2003:221) in

Ferdinand (2013:243) the Adjusted R Square (R2) will increase or

decrease when an independent variables are added to the model. In

general, if an additional of the independent variable is a good

predictor it causes the variance of value and the Adjusted R Square

(R2) value will increase. Preferably, if an additional new variables is

not a good predictor it means the variance of value and the Adjusted R

Square (R2) value will decrease.

55

E. Research Operational Variable

According to Zulganef (2008:84) operationalization of variables is

an activity or process that the researchers do to reduce the level of

abstraction concept, and then the concept can be measured.

This research has two of variables, there are : independent variable

and dependent variable. In below will be explained the details :

1. Independent Variable (X)

According to Sujarweni (2014:86) independent variable is the

variable that influences or causes the change or the incidence of the

dependent variable. Independent variables in this research are :

a. Product Quality (X1)

b. Product Availability (X2)

c. Brand Image (X3)

d. Brand Trust (X4)

2. Dependent Variable (Y)

According to Sujarweni (2014:86) dependent variable is an

influenced or effect variable, because of the independent variables.

Dependent variable in this research is :

e. Purchase Decision (Y)

56

Table 3.4 Operational Variable

Variabel Dimension Indicator Scale

Product Quality

(X1)

(Garvin, 1996 in Arif,

2016) and

(Garvin,1984)

Performances

1. Suitability with main

function of the

product

Likert

Features

2. The unique

characteristics of the

product which

distinguished from the

other products

Likert

Reliability

3. Possibility of a

product working

satisfactorily

Likert

Conformance

4. The characteristics of

design product met

the standard

Likert

Durability

5. The endurance life of

a product

Likert

Serviceability

6. Ease in obtaining

components of a

product

Likert

Aesthetics

7. Taste of a product

8. Smell of a product

Likert

57


Perceptions

9. Consumer fanaticism

about the brand of a

particular product

because of the

product image

Likert

Product Availability

(X2)

(Kamath, 2016) and

(Hawkins et.al, 2001)

On Shelf

Availability

10. Product available for

sale to a shopper

Likert

Out Of Stock

(Stockout)

11. The store being

temporarily out of a

particular brand

(Reverse Coding)

Likert

Brand Image

(X3)

(Shimp,2003),

(Aaker (1991) in

Zickerman,2014),

(Keller (1998) in

Zickermann 2014),

(Keller (1993) in

Zickerman,2014),

Attributes

12. Price

13. Packaging

14. User

15. Usage Imagery

Likert

Benefits

16. Functional benefits

17. Experience benefits

18. Simbolic benefits

Likert

58


(Tybout,2010),

(Verma,2002),

(Chitale,2013)

(Lantos,2015)

(Shimp and

Andrews,2013)

Overall

Evaluation

19. Attitude towards

favorability of the

brand

20. Attitude towards

unfavorability of the

brand

(Reverse Coding)

Likert

Brand Trust

(X4)

(Reast,2005)

and

(Lasmadiarta,2010)

Credibility

21. Build a trust of

product benefits

Likert

Performance

Satisfaction

22. Customer

expectations of the

brand and its products

have been met

Likert

Purchase Decision

(Y)

(Sunyoto, 2013)

Type of

Product

23. Consumers can take

the decision to buy a

product.

Likert

Product Form

24. Size of product

25. Quality of product

26. Appearance of

product

Likert

59


The Brand 27. What brand to buy Likert

The Seller 28. Where to buy the

product

Likert

Amount of

Product

29. How many product to

buy at a time

Likert

Time of

Purchase

30. When to make a

purchase

Likert

Payment of

Product

31. Method payment of

purchase the product

in cash

Likert

60

CHAPTER IV

ANALYSIS AND DESCRIPTIONS

A. Overview of Research Objects

1. History of Sidomuncul Development

The beginning of the Company’s traditional herbal medicine

industry was started in 1940 as a home industry managed by Mrs.

Rahmat Sulistio in Yogyakarta, who was assisted by three employees.

The high demand or more practical packaging of traditional herbal

medicines encouraged her to produce traditional herbal medicines in a

more practical form (powder). In line with the Company’s progress,

the processing of traditional herbal medicines was moved from

Yogyakarta to Semarang. (Sidomuncul Annual Report,2013:20).

In 1951, a small company was established under the name Sido

Muncul which has the meaning of “ Dream Comes True” with its first

factory located at Jl. Mlaten Trenggulun, Semarang. (Sidomuncul

Annual Report,2016:15).

2. Form of Business Entities

In 1970, a limited partnership was established under the name

CV Industri Jamu & Farmasi Sido Muncul. Subsequently, in 1975, the

business form of this traditional herbal medicine industry was changed

into the Limited Liability Partnership under the name PT Industri Jamu

& Farmasi Sido Muncul, in which all businesses and assets of CV

61

Industri Jamu & Farmasi Sido Muncul were incorporated into and

continued by the limited liability company. (Sidomuncul Annual

report,2016:15).

3. History of Sidomuncul Development Abroad

The Company’s marketing strategy does not only focus on

domestic, but also international market. The strategic objective is to

introduce safe, cheap and back to nature herbal products to the

international consumers. (Sidomuncul Annual Report,2016:93).

Beside that, the product must give good quality, and popular in

order to be sold in the domestic market, then it can be brought abroad.

For product Tolak Angin from PT. Sidomuncul itself can be exported

to several continents such as Asia, Europe, America and the Middle

East. That's because there are already some exporters who know or

realize the presence of products Tolak Angin from PT. Sidomuncul.

Most of them usually ask to export Sidomuncul products to their

overseas stores or some buy their own, then sell them to their stores,

which are abroad. (According to Arini in SWA.co.id,2014).

4. Vission and Mission of Sidomuncul

a. Vission

To become a leading herbal medicine, health food and drinks, and

herbal ingredient processing company which can benefit the

community and environment.

62

b. Mission

1) To develop rational, safe and honest herbal-based products

based on research.

2) To continuously develop research in herbal medicines.

3) To assist and encourage the government, education institutions,

and medical sector to play a more important rolein research and

development of herbal medicines and medication.

4) To increase community awareness of them importance of

maintaining health through healthy living pattern, use of natural

substances, and naturopathy medication.

5) To implement intensive corporate social responsibility (CSR).

6) To manage an environmental-oriented company.

7) To become a world class herbal medicine company.

B. Descriptive Results of the Respondent

The respondent in this research were the customer who ever

consume and buy the product of Tolak Angin Liquid. The total

respondents is about 150 people, in a directly through the questionairrre.

Data results of the respondent are based on the gender, place to bought,

age, occupation and income.

63

1. Respondent Based on Gender

Table 4.1

Results of the Respondent Based on Gender

Gender Frequency Percentage %

Male 72 48%

Female 78 52%

Total 150 100 %

Source : Primary Data Processed 2018

Based on the table above, it can be seen that there’s 72 people or

48% respondent are male, and the other there’s 78 people or 52%

respondent are female. It can be described that the majority of the

respondent are female.

2. Respondent Based on Place to Bought Medicine

Table 4.2

Results of the Respondent Based on Place

Place Frequency Percentage %

Medicine Stores 28 19%

Pharmacies 15 10%

Grocery Stores 59 39%

Modern Retail Stores :

Minimarket/ Supermarket 48 32%

Total 150 100 %


64

Based on the table above, it can be known that 150 respondent ever

bought Tolak Angin Liquid consist of : 28 people or 19% respondent

are bought in Medicine Stores, 15 people or 10% respondent are

bought in Pharmacies, 59 people or 39% respondent are bought in

Grocery Stores and 48 people or 32% respondent are bought in

Modern Retail Stores : Minimarket/Supermarket. It can be described

that the majority of the respondent are bought the Tolak Angin Liquid

in the Grocery Stores.

3. Respondent Based on Age

Table 4.3

Results of the Respondent Based on Age

Age Frequency Percentage %

< 20 years old 25 17%

20 – 35 years old 34 23%

36 – 50 years old 79 52%

> 50 years old 12 8%

Total 150 100 %




are attain the age of < 20 years old, 34 people or 23% respondent are

attain the age of 20 – 35 years old, 79 people or 52% respondent are

attain the age of 36 – 50 years old and 12 people or 8% respondent are

65

attain the age of > 50 years old. It can be described that the majority

of the respondent are attain the age of 36 – 50 years old.

4. Respondent Based on Occupation

Table 4.4

Results of the Respondent Based on Occupation

Occupation Frequency Percentage %

Students 42 28%

Employee 25 17%

Government Civil Worker 51 34%

Entrepreneur 12 8%

Others 20 13%

Total 150 100 %




are metier as a students, 25 people or 17% respondent are metier as a

employee, 51 people or 34% respondent are metier as a government

civil worker, 12 people or 8% respondent are metier as an

entrepreneur and 20 people or 13% respondent are metier the others. It

can be described that the majority of the respondent are metier as a

government civil worker..

66

5. Respondent based on Income

Table 4.5

Results of the respondent based on income

Occupation Frequency Percentage %

< Rp. 1.000.000 43 29%

Rp. 1.000.000 –

Rp. 1.500.000 14 9%

> Rp. 1.500.000 –

Rp. 2.000.000 15 10%

> Rp. 2.000.000 78 52%

Total 150 100 %




have earned < Rp. 1.000.000, 14 people or 9% respondent have earned

Rp. 1.000.000 – Rp. 1.500.000, 15 people or 10% respondent have

earned > Rp. 1.500.000 – Rp. 2.000.000 and 78 people or 52%

respondent have earned > Rp. 2.000.000. It can be described that the

majority of the respondent have earned > Rp. 2.000.000.

67

C. Result of Validity Test and Reliability Test

1. Validity Test

The valid questionairre data was obtained from direct

questionairres which distributed to the people living in Navy Resident,

Jonggol who had bought and consumed Tolak Angin Liquid.

Based on the requirements for validation test, things are done by :

calculated the df (degree of freedom) = n – 2, with cronbach alpha (α)

= 0.05% and compare with the r table with the r arithmetics. In this

research, the results are obtained from df = 30 – 2 = 28. Then, on r

table it appears that the cronbach alpha (α) = 0.05 % with the df = 28

obtained a value of r arithmetics is 0.361. So, the ratio of r value to

table with r arithmetics is if r arithmetics 0.361 > r table and have a

positive value, then the item of questionairre is declared to be valid.

Here in below, is the results of calculations for validity test :

Table 4.6

Try Out Results of : Validity Test

Product Quality (X1)

No Item of Statement r Arithmetics r Table Results

1 Product Quality 0.450 0.361 VALID





68







Source : Primary Data Output SPSS 20

Based on the table above, the seven item statement of product

quality it can be seen that all of the results are valid, because the total

item of correlation are more than 0.361.

Table 4.7


Product Availability (X2)


10 Product Availability 0.749 0.361 VALID

11 Product Availability 0.860 0.361 VALID


Based on the table above, the one item statement of product

availability it can be seen that all of the results are valid, because the

total item of correlation are more than 0.361.

69

Table 4.8


Brand Image (X3)


12 Brand Image 0.454 0.361 VALID










Based on the table above, the seven item statement of brand image

it can be seen that all of the results are valid, because the total item of

correlation are more than 0.361.

Table 4.9


Brand Trust (X4)


21 Brand Trust 0.698 0.361 VALID

22 Brand Trust 0.696 0.361 VALID


70

Based on the table above, the two item statement of brand trust it

can be seen that all of the results are valid, because the total item of

correlation are more than 0.361.

Table 4.10


Purchase Decision (Y1)


23 Purchase Decision 0.493 0.361 VALID










Based on the table above, the nine item statement of product

quality it can be seen that all of the results are valid, because the total

item of correlation are more than 0.361.

2. Reliability Test

According to Ghozali (2013:47) reliability test is a tool to measure

a questionairre and there is an indicator of a variable.

71

Variable of a questionairre is said to be reliable if the value of

cronbach alpha (α) is > 0.70. (Ghozali,2013:48). Here in below, is the

results of calculations for reliability test :

Table 4.11

Try Out Results of : Reliability Test

No Variabel Cronbach

Alpha

(α)

N

of

Items

Results

1 Product Quality

(X1)

0.837 9 RELIABLE

2 Product Availability

(X2)

0.919 2 RELIABLE

3 Brand Image

(X3)

0.852 9 RELIABLE

4 Brand Trust

(X4)

0.937 2 RELIABLE

5 Purchase Decision

(Y1)

0.892 9 RELIABLE


Based on the table above, all of the variable such as product

quality, product availability, brand image, brand trust and purchase

decision are reliable because the cronbach alpha is > 0.70.

72

D. Results of Descriptive Analysis

Here, in below the author will give an explanation about the people

opinions towards 31 the questionairre statement and also the percentages

from the 150 respondents.

1. Product Quality (X1)

Variable X1 in this research can be measured by the 9 statements

that distributed to the 150 respondents. Here is the opinions results:

Table 4.12

The Statement Results of The Respondent

about Product Quality

No Statements SD D NA/ND A SA

1 Tolak Angin Liquid has

the main function to

help overcome the

symptoms of Masuk

Angin, such as :

nausea, bloating, body

fever, dizziness,

abdominal pain and dry

throat.

0% 0% 0% 39% 61%

2 Tolak Angin Liquid

product has a sugar free

variant.

0% 0% 0% 53% 47%

73



proved to cure the

trapped wind (Masuk

Angin), nausea and

bloating.

0% 0% 0% 44% 56%


a design product that

meet the standard of

BPOM.

0% 0% 0% 49% 51%

5 The feasibility of Tolak

Angin Liquid product

to be consumed, can be

known through the

expiry date.

0% 0% 0% 44% 56%

6 Tolak Angin Liquid is

easy to get in Medicine

Stores, Pharmacies,

Grocery Stores &

Modern Retail Stores.

0% 0% 0% 35% 65%

74



a mint flavor which the

most favorite.

0% 1% 0% 48% 51%


a distinctive odor

aromatic.

0% 0% 0% 43% 57%


a strong perception in

the minds of consumers

that only smart people

who can drink the

Tolak Angin medicine.

0% 5% 0% 54% 41%

TOTAL 0% 6% 0% 409% 485%

Based on the data above, in product quality variable can be

seen that majority of the respondent have an answer “SA” and the

results is 485%. Then, items statements that get the positive value

is statement number 6 from the total result is 65%.

75

2. Product Availability (X2)



Table 4.13


about Product Availability


1 Tolak Angin Liquid are

available at the right

place and at the right

time to be purchased.

0% 3% 0% 39% 58%

2 Tolak Angin brand

temporarily is

unavailable in the

stores.

(reverse coding)

0% 1% 0% 41% 58%

TOTAL 0% 4% 0% 80% 116%

Based on the data above, in product availability variable

can be seen that majority of the respondent have an answer “SA”

and the results is 116%. Then, items statements that get the

positive value is all statements from the total result is 58%.

76

3. Brand Image (X3)



Table 4.14

The Statement Results of The Respondent about Brand

Image



has a high price.

0% 2% 0% 67% 31%


has a yellow

rectangular

packaging.

0% 0% 0% 47% 53%


consumed by the

public, celebrities and

academic leaders.

0% 0% 0% 45% 55%


can be drunk during

the rainy season.

0% 0% 0% 41% 59%

77



has been proven to

help increasing the

body endurance

significantly.

0% 0% 0% 47% 53%

6 After consuming the

Tolak Angin Liquid I

feel so happy.

0% 1% 0% 52% 47%

7 After consuming the

Tolak Angin Liquid I

feel so smart.

0% 3% 5% 61% 31%

8 I like Tolak Angin

Liquid.

0% 0% 0% 49% 51%

9 I do not like Tolak

Angin Liquid.

(reverse coding)

0% 0% 0% 65% 35%

TOTAL 0% 6% 5% 474% 415%

Based on the data above, in brand image variable can be

seen that majority of the respondent have an answer “A” and the



78

4. Brand Trust (X4)



Table 4.15


about Brand Trust


1 I get the benefit after

drinking Tolak Angin

Liquid.

0% 2% 0% 41% 57%


a good quality product

as expected.

0% 1% 0% 44% 55%

TOTAL 0% 3% 0% 85% 112%

Based on the data above, in brand trust variable can be seen

that majority of the respondent have an answer “SA” and the



79

5. Purchase Decision (Y)

Variable Y in this research can be measured by the 9 statements


Table 4.16


about Purchase Decision


1 Types of Tolak Angin

product that I bought was

Tolak Angin Liquid.

0% 3% 0% 54% 43%

2 Tolak Angin Liquid has a

customized size.

0% 0% 0% 57% 43%

3 Tolak Angin Liquid has a

pharmaceutical standard

quality.

0% 1% 0% 50% 49%

4 Images of traditional

medicinal herbs and red

and white flags dominate

the product display of the

Tolak Angin Liquid.

0% 0% 0% 48% 52%

80


5 Brand of trapped wind

(Masuk Angin) medicine

that I always bought when

I have trapped wind

(Masuk Angin) is Tolak

Angin Sidomuncul.

0% 0% 0% 56% 44%

6 Tolak Angin Liquid can be

purchased at Medicine

Stores, Pharmacies,

Grocery Stores and

Modern Retail Stores.

0% 0% 1% 50% 49%

7 When I have trapped wind

(Masuk Angin) usually I

bought trapped wind

(Masuk Angin) medicine

from Tolak Angin

Sidomuncul brand more

than one sachet.

0% 2% 1% 52% 45%

8 I will buy Tolak Angin

Liquid when I am sick and

when I want to travel.

0% 1% 0% 49% 50%

81


9 Payment method that I

used when bought trapped

wind (Masuk Angin)

medicine from Tolak

Angin Sidomuncul brand is

by cash.

0% 0% 0% 46% 54%

TOTAL 0% 7% 2% 462% 429%

Based on the data above, in purchase decision variable can

be seen that majority of the respondent have an answer “A” and the



82

E. Classic Assumptions

1. Normality Test

According to Ghozali (2013:154) to measure the normality test is

used graph analysis such as : P – Plot, Histogram and also statistics

analysis such as : One Sample Kolmogorov – Smirnov.

Figure 4.1

Normal P – Plot of Purchase Decision


Based on the figure above, it shows that the data is spread around

the diagonal line. It means that the data have a normal distribution and

the regression model is meet the normality assumptions.

83

Figure 4.2

Histogram of Purchase Decision


Based on the figure above, it shows that the histogram graph give

the distribution pattern which skewness is pointed to the right. It means

that the data have a normal distribution and the regression model is

meet the normality assumptions.

Figure 4.3

One Sample Kolmogorov – Smirnov Test of Purchase Decision


84

Based on the figure above, it shows that the significant probability

or Asymp. Sig. 2-tailed is 0.108 > 0.05. It means that the data is > 0.05,

then H0 accepted. So, the results is the data have a normal distribution

and meet the assumptions sig. 2-tailed of normality test.

2. Multicollinearity Test

According to Ghozali (2013:103) to know the value of

multicolinearity can be seen from the value of tolerance and the VIF.

Figure 4.4

Tolerance and VIF Value


According to Ghozali (2013:103) if the VIF value < 10 and

tolerance value > 0.1 then the regression model is free from

multicolinearity. Based on the figure above, the value such as product

quality have a tolerance 0.920 and vif 1.087, product availability have

a tolerance 0.914 and vif 1.094, brand image have a tolerance 0.922

and vif 1.084 and brand trust have a tolerance 0.886 and vif 1.129. It

means that the value of variables can be used in this reseach, because

there is no indication about the existence of multicollinearity between

dependent variable and other independent variable.

85

3. Heteroscedasticity Test

According to Ghozali (2013:133) to measure the heteroscedasticity

test is used graph analysis such as : Scatterplot and Glejser Test.

Figure 4.5

Scatterplot


Based on the figure above, it can be seen that the data cannot be

distributed regulary and didn’t formed a some pattern and spread

around in above and below with the zero number in Y axis. It means

that the data, didn’t have an indication about the existence of

heteroscedasticity.

86

Figure 4.6

Glejser Test


Based on the figure above, all of the independent variables have a

significant value > 0.05. It consist of product quality have a significant

value 0.504, product availability 0.419, brand image 0.781 and brand

trust 0.557. It means that the value of variables can be used in this

research and there is no indication about the existence of

heteroscedasticity.

87

F. Hypothesis Test

1. Partially Test (t – test)

Figure 4.7

t-Test


Based on the figure above, the author can described the t-test with

the step :

a. The Influence of Product Quality (X1) toward the Purchase

Decision (Y)

First, based on the null hypothesis (Ho) and alternative

hypothesis (Ha) :

Ho : β1 = 0 Product Quality does not have a significant

influence toward the purchase decision

Ha : β1 ≠ 0 Product Quality has significant influence toward

the purchase decision

Second, based on the DF of t-table research : the Df = n-k-1 =

195 and alpha (α) two tailed test 0.025 (95%) = 1.9722.

Third, based on the decision to accept or reject the null

hypothesis (Ho) : it can be seen from the Figure 4.7 t-test in above,

88

that the value of t arithmetic (X1) 2.134 > the value of t critical (t-

table) 1.972, then Ho rejected and Ha accepted. It means that the

product quality significantly has an influence toward purchase

decision.

The previous research in this variable, is supported and has

been done by Fatlahah (2013) with entitled “Pengaruh Kualitas

Produk dan Citra Merek terhadap Keputusan Pembelian Es Krim

Wall’s Magnum” stated that more higher the product quality is,

then more higher the purchase decision of Wall’s Magnum Ice

Cream in the Resident of Griya Mapan, Rungkut Surabaya.

Kotler and Armstrong (2008) stated that the better result of

product quality, can make an opportunity for the consumers

decided to make a purchase decision. The results of this research

shows that the positive of product quality in Tolak Angin Liquid

can make an influence toward purchase decision. Then, a good

judgements of product quality that appropiate with the level of

consumer need and wants, will encourage the consumer to make a

purchase decision. This explains that the results of consumer

experience in using the product, will get the judgements results

from the consumer toward the product. If the product can satisfy

the consumer, then the consumer will provide a positive

judgements of the product. With that assesments, then the

consumer will still want to buy the product. (Weenas,2013:616).

89

b. The Influence of Product Availability (X2) toward the Purchase

Decision (Y)


hypothesis (Ha) :

Ho : β2 = 0 Product Availability does not have a significant


Ha : β2 ≠ 0 Product Availability has significant influence

toward the purchase decision







product availability significantly has an influence toward purchase

decision.


been done by Saragih (2013) with entitled “Pengaruh Kualitas

Produk, Ketersediaan Produk dan Gaya Hidup terhadap

Keputusan Pembelian Produk Lulur Mandi Sumber Ayu di

Jakarta“ stated that the product availability give contribution of

influenced on purchase decision.

90

Siahaya (2015:101) stated that the availability of products

occurs due to market demand that increases beyond estimates.

Then, if a product has a high level of substituability and therefore a

high stockout cost, inventory levels must be adequate to provide

high levels of availability and vice versa. (Coyle et al.,2012). The

results of this research shows that the positive of product

availability in Tolak Angin Liquid can make an influence toward

purchase decision. Then, according to the research of Elen et.,al

(2013) stated that product availability has a positive influence

toward the purchase decision of Cigaro product.

c. The Influence of Brand Image (X3) toward the Purchase

Decision (Y)


hypothesis (Ha) :

Ho : β3 = 0 Brand Image does not have a significant influence


Ha : β3 ≠ 0 Brand Image has significant influence toward the

purchase decision






91


brand image significantly has an influence toward purchase

decision.


been done by Indrawati (2015) with entitled “Pengaruh Citra

Merek dan Gaya Hidup Hedonis Terhadap Keputusan Pembelian

Jilbab Zoya“ stated that the brand image has a significance and

positive influence toward purchase decision Zoya hijab in

Surabaya.

Sangadji and Sopiah (2013:338) stated that a positive brand

image, will provides the benefits for producers, in order to be

known by the consumers. In other words, the consumers will

decided the choices to buy a product that has a good image. The

results of this research shows that the positive of brand image in

Tolak Angin Liquid can make an influence toward purchase

decision. Then, according to the research of Kiswalini and

Nurchaya (2014) stated that brand image has a positive influence

toward the purchase decision of Honda Vario Motorcycle in

Denpasar City. It means that if the image of the product is good,

then the consumer will make a purchase toward that product.

92

d. The Influence of Brand Trust (X4) toward the Purchase

Decision (Y)


hypothesis (Ha) :

Ho : β4 = 0 Brand Trust does not have a significant influence


Ha : β4 ≠ 0 Brand Trust has significant influence toward the

purchase decision







brand trust significantly has an influence toward purchase decision.


been done by Wilujeng and Edwar (2014) with entitled “Pengaruh

Brand Awareness dan Brand Trust Terhadap Keputusan Produk

Oriflame“ stated that brand trust have simultaneously affect on

purchase decision of consumer Oriflame brand cosmetic products.

Trista et.,al (2013) stated that the trust grows from the belief in

a person's positive judgment toward of a brand, product, company

and others. If the consumers believe that there is a positive value,

93

then the consumers will likely use or decide to make purchases of

the products. The results of this research shows that the positive of

brand trust in Tolak Angin Liquid can make an influence toward

purchase decision. Then, according to the research of Adiwidjaja

and Tarigan (2017) stated that brand trust has a positive and

significant effect toward purchase decision. This indicated, that

increasing the consumer of brand trust toward Converse shoes will

increasing the consumer's tendency to make a purchasing toward

Converse shoes.

e. The Dominant Variable

The dominant variable is the independent variables that have a

greatest influence toward the dependent variables. The dominant

variables can be seen from the partially test (t-test), from the value

of t arithmetics that have a greatest value or influence. Based on

the results from this research, the dominant variable is variable of

brand trust (X4). Because, the value of t arithmetic (X4) 2.186 > the

value of t critical (t-table) 1.972, then Ho rejected and Ha accepted.

It can be found that Tolak Angin Liquid has credibility to build a

trust of product benefits, such as get the benefit after drinking

Tolak Angin Liquid and also has performance satisfaction to met

the expectations of the product and brand, such as Tolak Angin

Liquid has a good quality product as expected.

94

2. Simultaneously Test (F – test)

Figure 4.8

F-Test (ANOVA Table)


Based on the figure above, the author can described the F-test with

the step :

a. The Influence of Product Quality (X1), Product Availability

(X2), Brand Image (X3) and Brand Trust (X4) toward the

Purchase Decision (Y).


hypothesis (Ha) :

Ho : β1 = β2 = β3 = β4 = 0 Product Quality, Product

Availability, Brand Image and Brand Trust do not have a

significant influence toward the purchase decision

Ha : β1 ≠ β2 ≠ β3 ≠ β4 ≠ 0 Product Quality, Product

Availability, Brand Image and Brand Trust have a significant



145, alpha (α) two tailed test 0.025 (95%) = 2.434 and the total

independent in this research is 4.

95


hypothesis (H0) : it can be seen from the Figure 4.8 F-test in above,

that the value of F arithmetic 9.206 > the value of F critical (t-

table) 2.434, then H0 rejected. It means that the product quality

(X1), product availability (X2), brand image (X3) and brand trust

(X4) significantly have an influence toward purchase decision (Y).

96

G. Multiple Linier Regression

Figure 4.9

Multiple Linier Regression


Based on the figure above, the data from the multiple linear regression

can be formed as :

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + ε

Source : (Gani et al., 2015:145)

Y = 11.844 + 0.189 X1 + 0.530 X2 + 0.244 X3 + 0.663 X4

So, the conclusion are variable of brand trust (X4) and product

availability (X2) has the greatest and positive influence toward purchase

decision. It can be seen from the coefficient variable value of brand trust

β4X4 is 0.663 and the coefficient variable value of product availability β2X2

is 0.530.

97

H. Coefficient Determination (R2)

Coefficient Determination (R2) is about to measured how far the

ability in the model can explain the variant of the dependent variable. The

small value of R2 it means, the ability of independent variables in

explaining the variant of dependent variables is limited. (Puspitasari and

Santoso, 2013:7). According to Cohen in Wuensch (2009:2) the size effect

from R2

value is : first, if 0.12 or below indicated have the low value

effect size, second, if between 0.13 to 0.25 indicated have the medium

value effect size and third, if 0.26 or above indicated have the high value

effect size.

Besides that, according to Gujarati (1995:208) and Kuncoro

(2003:221) in Ferdinand (2013:243) the Adjusted R Square (R2) will

increase or decrease when an independent variables are added to the

model. In general, if an additional of the independent variable is a good

predictor it causes the variance of value and the Adjusted R Square (R2)

value will increase. Preferably, if an additional new variables is not a good

predictor it means the variance of value and the Adjusted R Square (R2)

value will decrease.

98

Figure 4.10

Coefficient Determination (R2)


Based on the results of data processing using SPSS 20 Software, it can

be seen on the figure in above that the data interpretation are:

1. Based on the results, the R value is 0.450 or 45%. It showed that the

correlation of 45% have the strong enough influence between the

dependent variable with the independent variable. Then, according to

Rachmayanti and Ady (2018:38) the R value of 0.419 or 41,9% have

the strong enough correlation toward the purchase decision.

2. Based on the results, the R Square value is 0.203 or 20,3%. It showed

that the correlation have the medium effect in influencing between the

dependent variable with the independent variable. Then, according to

Cohen in Wuensch (2009:2) the size effect from R2

value is if between

0.13 to 0.25 indicated have the medium value effect size.

3. Based on the results, the Adjusted R Square (R2) value is 0.181 or

18.1%. It showed that the influence of independent variable such as

product quality (X1), product availability (X2), brand image (X3) and

brand trust (X4) toward dependent variable such as purchase decision

(Y) only be able to explained the variant value is 18.1% then, have

99

the lowest value. Also, the remaining is 81.9% (100%-18.1%)

explained by the other factors except the variables studied in this

research.

100

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

This research have a purpose to know the influence of product

quality, product availability, brand image and brand trust toward purchase

decision. The total of respondent is 150 people that bought Tolak Angin

Liquid.

Based on the data that have been collected and measured toward the

problems with the method of multiple linier regression, so it can have a

conclusion such as :

1. The Influence Variable of Product Quality toward Purchase

Decision

Based on the partially test, product quality significantly has an

influence toward purchase decision.

2. The Influence Variable of Product Availability toward Purchase

Decision

Based on the partially test, product availability significantly has an


101

3. The Influence Variable of Brand Image toward Purchase

Decision

Based on the partially test, brand image significantly has an


4. The Influence Variable of Brand Trust toward Purchase

Decision

Based on the partially test, brand trust significantly has an influence

toward purchase decision.

5. The Influence of Simultaneously between Variable of Product

Quality, Product Availability, Brand Image and Brand Trust

toward Purchase Decision

Based on the simultaneously test, product quality, product

availability, brand image and brand trust significantly have an


102

B. Recomendation

Based on this research, the author wants to give some recomendation

that will be explain in below :

1. For Company

Based on the research of partially test (t-test), the value of t

arithmetics of product quality (X1) is 2.134, product availability (X2)

is 1.994, brand image (X3) is 2.795 and brand trust is 2.186.

It means, that independent variable of product availability (X2) has

the lowest and small influence among the other independent variable

toward the dependent variable of purchase decisision (Y).

a. Product Availability

According to Schroeder (2007:189) distribution channel is

the route from the producer forward through the distributors to

the customer. The most important thing in availability is a stock.

When the product is out of stock or known as a stockout, the

consumers will make different choice and decision to buy the

product. So, to avoid the stockout must know about how to

reduce the runs out or depleted inventory. To reduce the runs out

of the product is to use an RFID system as applied by Walmart.

Walmart has asked its main suppliers to place RFID labels on all

products sent to certain distribution centers. So, the location of

items that can be tracked is more precise and also the suppliers

know exactly where their items are within 30 minutes when the

103

goods move from one part of the shop to another. In addition,

sales can increase because the system can make the product

always available when it is needed and when the consumer

wants to buy it. (Laudon and Laudon,2007:348). RFID (Radio

Frequency Identification Technology) is a wireless

communication technology that enables users to uniquely

identify tagged objects or people. (Hunt et al.,2007:11). To

prevent the possibility of out of stock or stockout due to

uncertainty of demand or supplies is to do an inventory or

safety stock. Inventory are needed to : anticipate fluctuations or

uncertainty of demand and to anticipate delay in refiling orders

(Gaspersz,1998:367). Besides that, the inventory also fulfilling

orders from consumers quickly and on time, the motive of

guarding especially seasonal-related supplies and also pressing

the cost of goods per unit of goods. Generally, companies often

purchase goods in large enough quantities in order to get cheap

prices. (Sugiono,47).

Furthermore, in side of product availability the company

must give an opportunity for SME’s (Small Medium

Entrepreneurship) to become the direct distributor, from every

purchase of Tolak Angin Liquid product in a certain amount.

According to Sudaryono (2016:221) direct distributor is a

distribution that is done directly without going through the

104

intermediaries. Because of that matter, this can be expected to

maintaining the supply of Tolak Angin Liquid product from the

upstreams to the downstreams. Then, can accelerated the

distribution of Tolak Angin Liquid product to the hands of the

consumers (end-user).

2. For Next Researchers

Based on the results of this research, the next researchers have

to :

a. To conduct the research in other place

b. To conduct the research in other criteria and form of “Masuk

Angin” Medicine or Commoon Cold Medicine.

c. To use the other method or model to get the better analysis

results

d. To used the large sample in order to get the best and clearly

results as an output of the research.

e. To used the different variables to get the best and higher results

f. To used the different indicators to get the best results

xxiii

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http://www.topbrand-award.com/

ATTACHMENT

xxxv

Attachment I : Research Questionnaire Sheet in English Language

RESEARCH QUESTIONNAIRE SHEET

From : Respondent

In the Place

Assalamualaikum Warrahmatullahi Wabarakatuh


AVAILABILITY, BRAND IMAGE AND BRAND TRUST TOWARD

PURCHASE DECISION :

(CASE STUDY OF TOLAK ANGIN LIQUID)

Nama :


1113081100014

INTERNATIONAL MANAGEMENT

FACULTY OF ECONOMICS AND BUSINESS

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA

2018

xxxvi

In order to complete the strata one program (S-1) as the final project of the

study in Faculty of Economics and Business, International Management

Departement, 10th

Semester, State Islamic University Syarif Hidayatullah Jakarta.

This requires the information to support my research with the title “The Influence

of Product Quality, Product Availability, Brand Image and Brand Trust Toward

Purchase Decision (Case Study of Tolak Angin Liquid)”.

Then, in relation to that it requested the willingness to Mr / Mrs / Brother /

Sister to participate in this research by filling out the questionnaire attached. Your

willingness is needed to determine the success of this research.

In accordance with the ethics of conducting this research, the data I obtain

shall be kept confidential and used for the research only. I hope that you can

returned this questionairre after fulfilling all the requirements from the attached

questionairre.

Thus, the request letter for filling out this questionnaire was made. Also, I

would like to thank you for the availability of Mr / Mrs / Brother / Sister for

having taken the time to filling out this questionnaire.

Best Regards,


xxxvii

SCREENING QUESTIONS

Before completing the identity of the respondent, please be willing to Mr / Mrs /

Brother / Sister to first answer the questions below by circling the letters that

become your answer.

1. Have you ever purchased and consumed the Tolak Angin Liquid Product ?

a. Yes

b. No

If your answer is Yes, please proceed to the next question.

If your answer is No, please stop to reply and just get here.

Thank you for your participations.

2. Do you buy the Tolak Angin Liquid product in Jonggol ?

a. Yes

b. No

If your answer is Yes, please proceed to the next question.

If your answer is No, please stop to reply and just get here

Thank you for your participations.

3. Where do you buy the Tolak Angin Liquid products ?

a. Medicine Store

b. Pharmacies

c. Grocery Store

d. Modern Retail Store

xxxviii

IDENTITY OF THE RESPONDENT

1. Name :

2. Gender* : a. Male

b. Female

3. Ages* : a. < 20 years old

b. 20 – 35 years old

c. 36 – 50 years old

d. > 50 years old

4. Occupation* : a. Students / College Students

b. Employees

c. Government Civil Worker

d. Entrepreneur

e. Others

5. Incomes* : a. < Rp. 1.000.000

b. Rp. 1.000.000 – Rp. 1.500.000

c. > Rp. 1.500.000 – Rp. 2.000.000

d. > Rp. 2.000.000

(*circling the letters that become your answer)

xxxix

INSTRUCTIONS FOR FILLING OUT THE QUESTIONNAIRE

Please answer the following statement in accordance with the assessment

of Mr / Mrs / Brother / Sister on “The Influence of Product Quality, Product

Availability, Brand Image and Brand Trust Toward Purchase Decision (Case

Study of Tolak Angin Liquid)”.

Choose one (1) answer from the five alternatives (5) appropriate answer

by ticking ( ) on one of the available answer fields.

Explanation :

SD (Strongly Disagree) = 1

D (Disagree) = 2

ND/NA (Neither Disagree or = 3

Neither Agree)

A (Agree) = 4

SA (Strongly Agree) = 5

Choice of Answer SD D ND/NA A SA

Score 1 2 3 4 5

xl

Product Quality

No Statements SD D ND/NA A SA

1 Tolak Angin Liquid has the main function to

help overcome the symptoms of Masuk

Angin, such as : nausea, bloating, fever,

dizziness, abdominal pain and dry throat.

2 Tolak Angin Liquid product has a sugar free

variant.

3 Tolak Angin Liquid proved to cure the

trapped wind (Masuk Angin), nausea and

bloating.

4 Tolak Angin Liquid has a design product that

meet the standard of BPOM.

5 The feasibility of Tolak Angin Liquid

product to be consumed, can be known

through the expiry date.

6 Tolak Angin Liquid is easy to get in

Medicine Stores, Pharmacies, Grocery Stores

& Modern Retail Stores.

7 Tolak Angin Liquid has a mint flavor which

the most favorite.

xli


8 Tolak Angin Liquid has a distinctive odor

aromatic.

9 Tolak Angin Liquid has a strong perception

in the minds of consumers that only smart

people who can drink the Tolak Angin

medicine.

xlii

Product Availability


10 Tolak Angin Liquid are available at the

right place and at the right time to be

purchased.

11 Tolak Angin brand temporarily is

unavailable in the stores.

(reverse coding)

xliii

Brand Image


12 Tolak Angin Liquid has a high price.

13 Tolak Angin Liquid has a yellow

rectangular packaging.

14 Tolak Angin Liquid consumed by the

public, celebrities and academic leaders.

15 Tolak Angin Liquid can be drunk during

the rainy season.

16 Tolak Angin Liquid has been proven to

help increasing the body endurance

significantly.

17 After consuming the Tolak Angin Liquid

I feel so happy.

18 After consuming the Tolak Angin Liquid

I feel so smart.

19 I like Tolak Angin Liquid.

20 I do not like Tolak Angin Liquid.

(reverse coding)

xliv

Brand Trust


21 I get the benefit after drinking Tolak Angin

Liquid.

22 Tolak Angin Liquid has a good quality

product as expected.

xlv

Purchase Decision


23 Types of Tolak Angin product that I bought

was Tolak Angin Liquid.

24 Tolak Angin Liquid has a customized size.

25 Tolak Angin Liquid has a pharmaceutical

standard quality.

26 Images of traditional medicinal herbs and

red and white flags dominate the product

display of the Tolak Angin Liquid.

27 Brand of trapped wind (Masuk Angin)

medicine that I always bought when I have

trapped wind (Masuk Angin) is Tolak

Angin Sidomuncul.

28 Tolak Angin Liquid can be purchased at

Medicine Stores, Pharmacies, Grocery

Stores and Modern Retail Stores.

29 When I have trapped wind (Masuk Angin)

usually I bought trapped wind (Masuk

Angin) medicine from Tolak Angin

Sidomuncul brand more than one sachet.

xlvi


30 I will buy Tolak Angin Liquid when I am

sick and when I want to travel.

31 Payment method that I used when bought

trapped wind (Masuk Angin) medicine

from Tolak Angin Sidomuncul brand is by

cash.

xlvii

Attachment II : Research Questionnaire Sheet in Indonesian Language

LEMBAR KUESIONER PENELITIAN

Kepada Yth : Responden

Di-Tempat

Assalamualaikum Warrahmatullahi Wabarakatuh

PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK, CITRA

MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN

PEMBELIAN :

(STUDI KASUS TOLAK ANGIN CAIR)

Nama :


1113081100014

MANAJEMEN INTERNASIONAL

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA

2018

xlviii

Dalam rangka menyelesaikan Program Strata Satu (S-1) sebagai tugas

akhir studi Fakultas Ekonomi dan Bisnis, Jurusan Manajemen Internasional,

Semester 10, Universitas Islam Negeri Syarif Hidayatullah Jakarta. Dengan ini

memerlukan informasi untuk mendukung penelitian yang saya lakukan dengan

judul “Pengaruh Kualitas Produk, Ketersediaan Produk, Citra Merek dan

Kepercayaan Merek Terhadap Keputusan Pembelian (Studi Kasus Tolak Angin

Cair)”.

Dengan itu dimohon untuk kesediaan Bapak/Ibu/Saudara/I agar

berpartisipasi dalam penelitian ini dengan cara mengisi kuesioner yang terlampir.

Kesediaan Bapak/Ibu/Saudara/I sangat dibutuhkan untuk menentukan

keberhasilan atas penelitian yang dilakukan ini.

Sesuai dengan etika dalam melakukan penelitian, data yang saya peroleh

akan dijaga kerahasiaannya dan digunakan semata-mata hanya untuk kepentingan

penelitian. Saya berharap agar Bapak/Ibu/Saudara/I dapat mengembalikan

kuesioner ini setelah memenuhi semua yang dibutuhkan dari kuesioner yang

terlampir.

Demikianlah surat permohonan pengisian kuesioner ini dibuat. Selain itu,

saya ingin mengucapkan terima kasih atas ketersediaan Bapak/Ibu/Saudara/I

karena telah meluangkan waktu untuk mengisi kuesioner tersebut.

Hormat Saya,


xlix

PERTANYAAN SCREENING

Sebelum melengkapi identitas responden, mohon kesediaan

Bapak/Ibu/Saudara/I untuk terlebih dahulu menjawab pertanyaan dibawah ini

dengan cara melingkari huruf yang menjadi jawaban anda.

1. Apakah anda pernah membeli dan mengkonsumsi produk Tolak Angin

Cair ?

c. Ya

d. Tidak

Jika jawaban anda Ya, silahkan melanjutkan ke pertanyaan selanjutnya.

Jika jawaban anda Tidak, silahkan berhenti menjawab dan cukup sampai

disini.

Terima Kasih atas partisipasinya.

2. Apakah anda membeli produk Tolak Angin Cair di Jonggol ?

c. Ya

d. Tidak

Jika jawaban anda Ya, silahkan melanjutkan ke pertanyaan selanjutnya.

Jika jawaban anda Tidak, silahkan berhenti menjawab dan cukup sampai

disini.

Terima Kasih atas partisipasinya.

l

3. Dimanakah anda membeli produk Tolak Angin Cair ?

e. Toko Obat

f. Apotik

g. Toko Kelontong (Warung)

h. Toko Retail Modern (Minimarket / Supermarket)

li

IDENTITAS RESPONDEN

1. Nama :

2. Jenis Kelamin* : a. Pria

b. Wanita

3. Umur* : a. < 20 tahun

b. 20 – 35 tahun

c. 36 – 50 tahun

d. > 50 tahun

4. Pekerjaan* : a. Pelajar / Mahasiswa

b. Karyawan

c. PNS

d. Wirausaha

e. Lain-lain

5. Pendapatan perbulan* : a. < Rp. 1.000.000

b. Rp. 1.000.000 – Rp. 1.500.000

c. > Rp. 1.500.000 – Rp. 2.000.000

d. > Rp. 2.000.000

(*lingkari huruf yang menjadi jawaban anda)

lii

PETUNJUK PENGISIAN KUESIONER

Jawablah pernyataan dibawah ini sesuai dengan penilaian saudara/saudari

mengenai “Pengaruh Kualitas Produk, Ketersediaan Produk, Citra Merek dan

Kepercayaan Merek Terhadap Keputusan Pembelian (Studi Kasus Tolak Angin

Cair)”.

Pilihlah salah satu (1) jawaban dari lima alternatif (5) jawaban yang

sesuai dengan memberi tanda ceklis ( ) pada salah satu kolom jawaban yang

tersedia.

Keterangan :

STS (Sangat Tidak Setuju) = 1

TS (Tidak Setuju) = 2

N (Bisa Setuju atau = 3

Bisa Tidak Setuju)

S (Setuju) = 4

SS (Sangat Setuju) = 5

Pilihan Jawaban STS TS N S SS

Nilai 1 2 3 4 5

liii

Kualitas Produk

No Pernyataan STS TS N S SS

1 Tolak Angin Cair memiliki fungsi utama untuk

membantu mengatasi masuk angin yang ditandai

dengan gejala seperti mual, kembung, badan

meriang, pusing, sakit perut dan tenggorokan

kering.

2 Produk Tolak Angin Cair memiliki varian Bebas

Gula.

3 Tolak Angin Cair terbukti ampuh untuk

menyembuhkan Masuk Angin, mual dan

kembung.

4 Tolak Angin Cair memiliki desain produk yang

sesuai dengan standard BPOM.

5 Kelayakan produk Tolak Angin Cair untuk

dikonsumsi dapat diketahui melalui tanggal

kadaluarsa.

6 Tolak Angin Cair mudah didapatkan di toko obat,

apotik, toko kelontong seperti warung dan toko

retail, seperti minimarket dan supermarket.

7 Tolak Angin Cair memiliki rasa mint yang paling

banyak diminati.

liv


8 Tolak Angin Cair memiliki bau khas aromatik

yang menyengat.

9 Tolak Angin Cair memiliki persepsi yang kuat di

benak konsumen bahwa hanya orang pintar saja

yang bisa meminum obat Tolak Angin.

lv

Ketersediaan Produk


10 Tolak Angin Cair tersedia pada tempat dan waktu

yang tepat untuk dibeli.

11 Merek Tolak Angin Cair untuk sementara tidak

tersedia di toko-toko.

lvi

Citra Merek


12 Tolak Angin Cair memiliki harga yang mahal.

13 Tolak Angin Cair memiliki kemasan berwarna

kuning yang berbentuk persegi panjang.

14 Tolak Angin Cair dikonsumsi oleh kalangan

masyarakat, selebritis dan tokoh akademis.

15 Tolak Angin Cair bisa diminum saat musim

hujan.

16 Tolak Angin Cair telah terbukti membantu

meningkatkan daya tahan tubuh secara

signifikan.

17 Setelah mengkonsumsi Tolak Angin Cair saya

merasa senang.

18 Setelah mengkonsumsi Tolak Angin Cair saya

merasa pintar.

19 Saya menyukai Tolak Angin Cair.

20 Saya tidak menyukai Tolak Angin Cair.

lvii

Kepercayaan Merek


21 Saya mendapatkan manfaat setelah minum Tolak

Angin Cair.

22 Tolak Angin Cair memiliki kualitas produk yang

baik sesuai dengan yang diharapkan.

lviii

Keputusan Pembelian


23 Jenis produk Tolak Angin yang saya beli

adalah Tolak Angin Cair.

24 Tolak Angin Cair memiliki ukuran yang

sudah disesuaikan.

25 Tolak Angin Cair memiliki mutu berstandar

farmasi.

26 Gambar bahan rempah obat tradisional dan

bendera merah putih mendominasi tampilan

kemasan produk Tolak Angin Cair.

27 Merek obat Masuk Angin yang selalu saya

beli saat sedang sakit Masuk Angin adalah

Tolak Angin Cair.

28 Tolak Angin Cair dapat dibeli di (Toko Obat,

Apotik, Toko Kelontong, seperti warung dan

Toko Retail Modern, seperti Minimarket dan

Supermarket).

29 Saat sedang Masuk Angin biasanya saya

membeli obat Masuk Angin dari merek Tolak

Angin Cair lebih dari satu sachet.

lix


30 Tolak Angin Cair akan saya beli ketika

sedang sakit dan saat ingin melakukan

perjalanan.

31 Metode pembayaran yang saya gunakan saat

membeli obat Masuk Angin merek Tolak

Angin Cair adalah dengan uang cash.

lx

Attachment III : The Questionairre Results for Validity & Reliability Data

QUESTIONAIRRE RESULTS FOR VALIDITY & RELIABILITY DATA

No Variable of Product Quality (X1)

Total S1 S2 S3 S4 S5 S6 S7 S8 S9

1 4 4 4 4 4 4 4 4 4 36

2 5 5 5 5 5 5 5 5 5 45

3 4 4 4 4 4 4 4 2 4 34

4 5 5 5 5 5 5 5 4 5 44

5 4 4 4 4 5 5 5 5 5 41

6 5 4 4 4 4 4 4 4 5 38

7 5 4 5 5 5 5 4 4 5 42

8 5 4 5 5 5 5 4 4 5 42

9 4 5 4 4 4 4 4 4 4 37

10 5 5 5 5 5 5 5 5 5 45

11 5 4 5 4 4 5 4 2 5 38

12 5 4 5 4 4 5 4 2 5 38

13 5 5 5 5 5 5 5 5 5 45

14 5 5 5 5 5 5 5 5 5 45

15 5 5 5 5 5 5 5 5 5 45

16 4 4 4 4 4 4 4 4 5 37

17 5 5 5 4 4 5 5 5 5 43

18 4 4 5 5 5 5 5 4 5 42

19 5 5 5 5 5 5 4 4 4 42

20 4 5 5 5 5 5 5 5 5 44

21 5 5 5 5 4 5 5 4 5 43

22 4 4 4 4 4 5 5 3 5 38

23 5 5 5 4 5 5 5 5 5 44

24 5 5 5 5 5 5 5 5 5 45

25 5 5 5 5 5 5 5 5 5 45

26 5 4 4 5 5 5 5 5 4 42

27 5 4 5 5 5 5 4 4 5 42

28 5 5 5 5 5 5 4 4 5 43

29 5 5 5 5 5 5 5 3 5 43

30 5 4 5 5 5 5 4 5 5 43

Total 142 136 142 139 140 145 137 125 145 1251

lxi

No Variable of Product Availability (X2)

Total S10 S11

1 4 4 8

2 5 5 10

3 4 4 8

4 5 5 10

5 5 5 10

6 4 4 8

7 5 5 10

8 5 5 10

9 4 4 8

10 5 5 10

11 4 4 8

12 4 4 8

13 5 5 10

14 5 5 10

15 4 4 8

16 4 4 8

17 4 4 8

18 5 5 10

19 4 5 9

20 5 5 10

21 5 5 10

22 5 4 9

23 5 5 10

24 5 5 10

25 5 5 10

26 5 5 10

27 5 5 10

28 5 5 10

29 5 5 10

30 5 5 10

Total

140 140 280

lxii

No Variable of Brand Image (X3)

Total S12 S13 S14 S15 S16 S17 S18 S19 S20

1 4 4 4 4 4 4 4 4 4 36

2 5 5 5 5 5 5 5 5 5 45

3 4 4 2 4 4 4 4 4 4 34

4 2 4 3 5 5 5 4 4 4 36

5 4 4 4 5 4 4 5 4 4 38

6 4 4 4 4 4 4 4 5 4 37

7 4 4 4 5 4 4 4 4 4 37

8 4 4 4 5 4 4 4 4 4 37

9 4 5 3 4 3 5 5 3 5 37

10 5 5 5 5 5 5 5 5 5 45

11 5 4 4 4 4 4 5 4 4 38

12 5 4 4 4 4 5 4 4 4 38

13 5 5 5 5 5 5 5 5 5 45

14 5 5 5 5 5 5 5 5 4 44

15 3 5 5 4 4 5 3 5 4 38

16 3 4 4 4 4 3 4 4 4 34

17 5 4 4 4 4 4 4 4 4 37

18 5 5 5 5 5 5 5 5 5 45

19 4 4 4 5 4 4 4 5 5 39

20 5 5 5 5 5 5 5 5 5 45

21 4 5 5 5 5 4 5 5 4 42

22 4 4 4 4 3 4 2 4 4 33

23 4 4 4 5 4 4 4 5 5 39

24 5 5 5 5 5 5 5 5 5 45

25 5 5 5 5 5 5 4 5 5 44

26 5 4 4 5 4 4 4 5 5 40

27 5 5 5 5 5 4 4 5 5 43

28 5 5 5 4 4 5 4 5 5 42

29 5 4 5 5 4 3 5 5 4 40

30 5 4 4 5 5 5 5 4 5 42

Total

132 133 129 139 130 132 130 136 134 1195

lxiii

No Variable of Brand Trust (X4)

Total S21 S22

1 4 4 8

2 4 4 8

3 4 4 8

4 4 4 8

5 4 4 8

6 5 5 10

7 4 4 8

8 4 4 8

9 4 3 7

10 5 5 10

11 4 4 8

12 4 4 8

13 5 5 10

14 5 5 10

15 4 4 8

16 4 4 8

17 4 4 8

18 5 5 10

19 4 5 9

20 5 5 10

21 5 5 10

22 4 4 8

23 5 5 10

24 5 5 10

25 5 5 10

26 5 5 10

27 5 5 10

28 5 5 10

29 5 5 10

30 5 5 10

Total

135 135 270

lxiv

No Variable of Purchase Decision (Y)

Total S23 S24 S25 S26 S27 S28 S29 S30 S31

1 4 4 4 4 4 4 4 4 4 36

2 5 5 5 5 5 5 4 5 5 44

3 4 4 4 4 4 4 4 4 4 36

4 5 5 5 5 5 5 5 5 5 45

5 5 5 5 5 4 5 5 4 5 43

6 5 4 4 4 4 4 4 4 4 37

7 5 5 4 4 5 5 4 5 5 42

8 5 5 4 4 5 5 4 5 5 42

9 4 4 4 4 4 4 3 4 5 36

10 5 5 5 5 5 5 5 5 5 45

11 5 4 4 4 5 4 4 5 5 40

12 5 4 4 5 4 4 4 5 5 40

13 5 5 5 5 5 5 5 5 5 45

14 5 5 5 5 5 5 5 5 5 45

15 4 4 4 4 4 4 4 4 4 36

16 4 4 4 4 4 4 4 4 4 36

17 2 4 5 5 4 4 5 4 5 38

18 5 5 5 4 5 5 5 5 5 44

19 4 4 5 5 5 5 5 4 4 41

20 5 5 5 5 5 5 5 5 5 45

21 5 5 4 5 5 5 5 5 4 43

22 4 4 4 4 4 4 4 4 4 36

23 5 5 5 4 5 5 3 4 5 41

24 5 5 5 5 4 5 5 5 5 44

25 5 5 5 5 5 5 5 5 5 45

26 5 5 5 5 5 5 5 5 5 45

27 5 5 5 5 5 5 5 5 5 45

28 5 5 5 5 5 5 5 4 5 44

29 5 5 5 5 5 5 5 4 5 44

30 4 4 4 5 5 5 5 4 5 41

Total

139 138 137 138 139 140 135 136 142 1244

lxv

Attachment IV : The Questionairre Results for Research Data

QUESTIONAIRRE RESULTS FOR RESEARCH DATA



1 5 5 5 5 5 5 5 5 5 45

2 5 5 5 5 5 5 5 5 5 45

3 5 5 5 5 5 5 5 5 5 45

4 5 5 5 5 5 5 5 5 5 45

5 5 5 5 5 5 5 5 5 5 45

6 5 5 5 5 5 5 5 5 5 45

7 5 5 5 5 5 5 5 5 5 45

8 5 5 5 5 5 5 4 5 5 44

9 4 4 5 4 4 4 5 5 5 40

10 5 5 5 5 5 5 5 4 4 43

11 5 4 5 5 5 5 5 4 4 42

12 5 4 5 5 4 5 5 5 4 42

13 5 4 4 4 5 5 5 5 4 41

14 5 4 5 4 5 5 5 5 2 40

15 5 4 5 4 5 4 4 4 4 39

16 5 5 4 5 4 5 4 4 4 40

17 5 4 5 5 5 5 5 5 5 44

18 5 4 5 4 5 5 5 5 4 42

19 4 4 5 5 5 5 4 5 5 42

20 5 5 4 5 5 5 4 5 4 42

21 5 5 5 5 5 5 4 4 4 42

22 5 5 5 5 5 5 5 5 5 45

23 5 4 5 4 4 4 4 5 5 40

24 5 4 5 4 4 4 4 4 5 39

25 4 4 4 4 5 5 4 5 4 39

26 4 5 5 5 4 5 4 5 4 41

27 4 5 4 5 4 5 4 5 4 40

28 4 5 5 5 4 4 4 4 5 40

29 5 5 5 5 5 5 5 4 5 44

30 4 5 5 4 5 5 4 4 4 40

31 5 5 4 5 4 4 4 4 5 40

32 5 4 4 4 4 5 5 5 5 41

33 4 4 4 5 5 5 4 5 4 40

lxvi



34 5 5 4 4 4 4 5 5 4 40

35 5 5 5 5 4 4 4 5 5 42

36 4 4 4 5 4 4 4 5 4 38

37 5 5 4 4 4 5 5 5 5 42

38 4 5 4 4 5 5 4 5 4 40

39 4 4 4 4 4 4 4 4 4 36

40 4 4 4 4 4 4 4 4 4 36

41 5 4 4 4 4 4 4 4 5 38

42 5 5 4 4 4 5 5 4 4 40

43 5 4 4 4 5 5 4 4 4 39

44 4 4 4 4 4 4 4 4 4 36

45 5 5 4 4 4 4 4 4 4 38

46 5 5 4 5 4 5 4 4 5 41

47 5 5 5 4 5 5 4 4 4 41

48 4 4 4 4 5 5 4 4 4 38

49 4 4 5 4 5 5 4 4 4 39

50 4 4 4 4 4 5 5 5 2 37

51 5 5 5 5 5 5 5 5 5 45

52 5 5 5 5 5 5 5 5 5 45

53 5 5 5 5 5 5 4 5 5 44

54 4 4 5 4 4 4 5 5 5 40

55 5 5 5 5 5 5 5 4 4 43

56 5 4 5 5 5 5 5 4 4 42

57 5 4 5 5 4 5 5 5 4 42

58 5 4 4 4 5 5 5 5 4 41

59 5 4 5 4 5 5 5 5 5 43

60 5 5 5 5 5 5 5 5 5 45

61 4 4 4 5 5 5 4 5 4 40

62 5 5 4 4 4 4 5 5 4 40

63 5 5 5 5 4 4 4 5 5 42

64 4 4 4 5 4 4 4 5 4 38

65 5 5 4 4 4 5 5 5 5 42

66 4 5 4 4 5 5 4 5 4 40

67 4 4 4 4 4 4 4 4 4 36

68 4 4 4 4 4 4 4 4 4 36

69 5 4 4 4 4 4 4 4 5 38

70 5 5 4 4 4 5 5 4 4 40

71 5 5 5 5 5 5 5 5 5 45

72 5 5 5 5 5 5 5 5 5 45

73 5 5 5 5 5 5 5 5 5 45

74 5 5 5 5 5 5 5 5 5 45

75 5 5 5 5 5 5 5 5 5 45

lxvii

No Variable of Product Quality (X1) Total

S1 S2 S3 S4 S5 S6 S7 S8 S9

76 5 5 5 5 5 5 5 5 5 45

77 5 5 5 5 5 5 5 5 5 45

78 5 5 5 5 5 5 4 5 5 44

79 4 4 5 4 4 4 5 5 5 40

80 5 5 5 5 5 5 5 4 4 43

81 5 4 5 5 5 5 5 4 4 42

82 5 4 5 5 4 5 5 5 4 42

83 5 4 4 4 5 5 5 5 4 41

84 5 4 5 4 5 5 5 5 5 43

85 5 4 5 4 5 4 2 4 4 37

86 5 5 4 5 4 5 4 4 4 40

87 5 4 5 5 5 5 5 5 5 44

88 5 4 5 4 5 5 5 5 4 42

89 4 4 5 5 5 5 4 5 5 42

90 5 5 4 5 5 5 4 5 4 42

91 4 4 4 4 4 4 4 4 4 36

92 5 5 5 5 4 4 5 5 4 42

93 4 4 5 5 5 5 5 5 5 43

94 4 4 5 5 5 5 5 5 2 40

95 4 4 4 4 4 4 4 4 4 36

96 5 5 5 4 4 4 4 4 4 39

97 5 5 5 4 4 4 4 5 5 41

98 5 5 5 5 5 5 5 5 5 45

99 4 4 4 4 4 4 4 4 4 36

100 4 4 4 4 5 5 5 5 4 40

101 4 4 4 4 4 4 4 4 2 34

102 4 4 4 4 5 5 5 5 5 41

103 4 4 5 5 5 5 5 4 4 41

104 4 4 4 5 5 4 4 4 4 38

105 5 5 5 5 5 5 5 5 5 45

106 5 5 5 5 5 5 5 5 5 45

107 4 4 4 4 4 4 4 4 4 36

108 5 5 5 5 5 5 5 4 4 43

109 5 5 5 4 4 4 4 4 4 39

110 4 5 5 5 5 5 5 4 4 42

111 4 4 4 4 4 4 4 4 2 34

112 5 5 5 5 5 5 4 4 4 42

113 4 4 4 4 5 5 5 5 5 41

114 4 4 5 5 5 5 4 4 4 40

115 4 4 4 4 4 4 4 4 4 36

116 5 5 4 4 4 4 5 5 5 41

117 4 4 4 4 4 4 4 4 4 36

lxviii

No Variable of Product Quality (X1) Total

S1 S2 S3 S4 S5 S6 S7 S8 S9

118 5 5 5 5 5 5 4 4 4 42

119 4 4 4 4 5 5 5 5 2 38

120 4 4 4 4 4 4 4 4 4 36

121 5 5 5 5 5 5 5 5 5 45

122 5 5 5 5 5 5 5 5 5 45

123 5 5 5 5 5 5 5 5 5 45

124 5 5 5 5 5 5 5 5 5 45

125 5 5 5 5 5 5 5 5 5 45

126 4 4 4 4 4 4 4 4 4 36

127 4 4 4 4 4 4 4 4 4 36

128 4 4 4 4 4 4 4 4 4 36

129 4 4 5 4 4 4 5 5 5 40

130 5 5 5 5 5 5 5 4 4 43

131 5 4 5 5 5 5 5 4 4 42

132 5 4 5 5 4 5 5 5 4 42

133 5 4 4 4 5 5 5 5 4 41

134 5 4 5 4 5 5 5 5 5 43

135 5 4 5 4 5 4 4 4 4 39

136 5 5 4 5 4 5 4 4 4 40

137 4 4 4 4 4 4 4 4 4 36

138 4 4 4 4 4 4 4 4 4 36

139 4 4 5 5 5 5 4 5 5 42

140 5 5 4 5 5 5 4 5 4 42

141 4 4 4 4 4 4 4 4 2 34

142 4 4 4 4 4 5 5 5 5 40

143 4 4 5 5 5 5 5 5 4 42

144 5 5 4 4 4 4 4 4 4 38

145 4 4 4 4 4 4 4 4 4 36

146 4 4 4 4 4 4 4 4 4 36

147 4 4 4 4 4 4 4 4 4 36

148 4 4 4 4 4 4 4 4 4 36

149 5 5 5 4 4 4 4 5 5 41

150 4 4 4 4 4 5 5 5 5 40

Total 692 670 684 676 684 698 675 686 648 6113

lxix


Total S10 S11

1 5 5 10

2 5 5 10

3 5 5 10

4 5 5 10

5 5 5 10

6 4 4 8

7 5 5 10

8 5 5 10

9 5 5 10

10 2 5 7

11 5 5 10

12 5 5 10

13 4 4 8

14 5 5 10

15 4 4 8

16 4 4 8

17 4 4 8

18 4 5 9

19 5 4 9

20 5 5 10

21 4 4 8

22 4 5 9

23 4 5 9

24 5 4 9

25 5 2 7

26 4 4 8

27 4 4 8

28 4 4 8

29 4 4 8

30 4 4 8

31 4 4 8

32 4 5 9

33 5 5 10

34 5 5 10

35 4 4 8

36 4 4 8

37 5 5 10

38 5 4 9

lxx


Total S10 S11

39 5 5 10

40 5 5 10

41 5 5 10

42 4 4 8

43 4 4 8

44 4 4 8

45 5 4 9

46 5 4 9

47 4 4 8

48 4 4 8

49 5 5 10

50 4 4 8

51 4 4 8

52 5 5 10

53 5 5 10

54 5 5 10

55 5 5 10

56 5 5 10

57 5 5 10

58 5 5 10

59 5 5 10

60 4 4 8

61 5 5 10

62 5 5 10

63 4 4 8

64 4 4 8

65 5 5 10

66 5 4 9

67 5 5 10

68 5 5 10

69 5 5 10

70 4 4 8

71 5 5 10

72 5 5 10

73 5 5 10

74 5 5 10

75 5 5 10

76 4 4 8

77 5 5 10

78 5 5 10

79 5 5 10

80 2 5 7

lxxi


Total S10 S11

81 5 5 10

82 5 5 10

83 4 4 8

84 5 5 10

85 4 4 8

86 4 4 8

87 4 4 8

88 4 5 9

89 5 4 9

90 5 5 10

91 4 4 8

92 4 4 8

93 4 4 8

94 4 5 9

95 4 4 8

96 4 5 9

97 5 5 10

98 5 5 10

99 4 4 8

100 5 4 9

101 5 5 10

102 5 5 10

103 4 4 8

104 4 4 8

105 4 4 8

106 2 5 7

107 5 5 10

108 5 4 9

109 5 4 9

110 5 4 9

111 4 4 8

112 4 4 8

113 4 4 8

114 4 5 9

115 4 4 8

116 4 4 8

117 4 4 8

118 4 5 9

119 5 5 10

120 5 5 10

121 5 5 10

122 5 5 10

lxxii


Total S10 S11

123 5 5 10

124 5 5 10

125 5 5 10

126 2 4 6

127 5 5 10

128 5 5 10

129 5 5 10

130 5 5 10

131 5 5 10

132 5 5 10

133 2 4 6

134 5 5 10

135 5 5 10

136 5 5 10

137 4 4 8

138 4 5 9

139 5 4 9

140 5 5 10

141 4 5 9

142 5 4 9

143 5 5 10

144 5 5 10

145 5 5 10

146 4 4 8

147 4 4 8

148 5 5 10

149 5 5 10

150 5 5 10

Total 677 685 6098

lxxiii


Total S12 S13 S14 S15 S16 S17 S18 S19 S20

1 5 5 5 5 5 5 5 5 5 45

2 5 5 5 5 5 5 5 5 4 44

3 5 5 5 5 5 5 5 5 5 45

4 5 5 5 5 5 5 5 5 5 45

5 4 5 5 5 5 5 5 5 5 44

6 4 5 5 4 4 4 2 5 5 38

7 4 5 5 5 5 4 4 4 4 40

8 4 5 5 5 5 5 5 5 5 44

9 5 4 5 5 5 5 4 5 5 43

10 5 5 5 5 5 5 4 5 4 43

11 4 4 5 5 4 4 3 4 4 37

12 4 5 4 4 5 4 4 5 4 39

13 4 5 5 5 4 4 4 4 5 40

14 5 5 5 5 5 5 5 5 5 45

15 5 5 5 5 5 5 5 5 5 45

16 4 4 4 4 4 4 4 5 4 37

17 4 4 4 5 5 4 4 4 4 38

18 5 5 4 5 4 4 5 5 4 41

19 4 5 5 4 5 4 4 4 4 39

20 4 4 4 4 4 4 4 4 4 36

21 4 5 5 5 5 4 4 4 4 40

22 4 5 4 5 5 4 4 5 4 40

23 4 4 4 5 4 4 3 4 4 36

24 5 4 5 4 4 5 5 5 5 42

25 5 5 4 5 5 4 4 5 4 41

26 5 4 4 4 4 4 4 4 4 37

27 4 5 4 4 4 4 4 4 5 38

28 5 4 4 5 4 4 5 4 4 39

29 4 4 4 5 4 5 4 4 5 39

30 4 4 4 4 4 5 4 4 4 37

31 4 4 4 4 4 5 4 5 4 38

32 5 5 4 4 5 4 4 4 5 40

33 4 5 5 5 5 5 4 4 4 41

34 4 4 4 4 4 4 4 4 4 36

35 4 5 5 5 4 4 4 5 4 40

36 5 4 5 4 4 4 5 4 4 39

37 4 5 5 5 5 5 5 4 4 42

38 4 4 4 4 4 5 4 5 4 38

lxxiv


Total S12 S13 S14 S15 S16 S17 S18 S19 S20

39 4 5 5 5 5 5 4 5 4 42

40 4 4 5 5 5 5 4 5 4 41

41 4 4 4 5 4 4 4 4 4 37

42 5 4 4 4 4 5 4 5 4 39

43 4 5 5 4 4 4 4 4 4 38

44 4 4 5 5 5 5 5 5 5 43

45 4 5 4 4 4 5 4 4 4 38

46 4 4 5 4 5 4 4 4 4 38

47 4 5 5 5 5 5 4 4 4 41

48 4 5 4 5 5 5 4 5 4 41

49 5 5 5 5 5 5 5 5 5 45

50 4 5 4 4 4 5 4 5 4 39

51 4 5 5 4 4 4 2 5 5 38

52 4 5 5 5 5 4 4 4 4 40

53 4 5 5 5 5 5 5 5 5 44

54 5 4 5 5 5 5 4 5 5 43

55 5 5 5 5 5 5 4 5 4 43

56 4 4 5 5 4 4 3 4 4 37

57 4 5 4 4 5 4 4 5 4 39

58 4 5 5 5 4 4 4 4 5 40

59 5 5 5 5 5 5 5 5 5 45

60 5 5 5 5 5 5 5 5 5 45

61 4 5 5 5 5 5 4 4 4 41

62 4 4 4 4 4 4 4 4 4 36

63 4 5 5 5 4 4 4 5 4 40

64 5 4 5 4 4 4 5 4 4 39

65 4 5 5 5 5 5 3 4 4 40

66 4 4 4 4 4 5 4 5 4 38

67 4 5 5 5 5 5 4 5 4 42

68 4 4 5 5 5 5 4 5 4 41

69 4 4 4 5 4 4 4 4 4 37

70 5 4 4 4 4 5 4 5 4 39

71 5 5 5 5 5 5 5 5 5 45

72 5 5 5 5 5 5 5 5 4 44

73 5 5 5 5 5 5 5 5 5 45

74 4 5 5 5 5 5 3 5 5 42

75 4 5 5 5 5 5 5 5 5 44

76 4 5 5 4 4 4 2 5 5 38

77 2 5 5 5 5 4 4 4 4 38

78 4 5 5 5 5 5 2 5 5 41

79 2 4 5 5 5 5 4 5 5 40

80 5 5 5 5 5 5 5 5 5 45

lxxv


Total S12 S13 S14 S15 S16 S17 S18 S19 S20

81 5 5 5 5 5 5 5 5 5 45

82 5 5 5 5 5 5 5 5 5 45

83 4 5 5 5 4 4 4 4 5 40

84 5 5 5 5 5 5 5 5 5 45

85 5 5 5 5 5 5 5 5 5 45

86 4 4 4 4 4 4 4 5 4 37

87 4 4 4 5 5 4 3 4 4 37

88 2 5 4 5 4 4 5 5 4 38

89 4 5 5 4 5 4 4 4 4 39

90 4 4 4 4 4 4 4 4 4 36

91 5 5 5 5 5 5 5 5 4 44

92 4 4 4 4 4 4 4 4 4 36

93 4 4 4 4 4 4 4 4 4 36

94 4 4 5 5 5 2 4 4 4 37

95 4 4 4 4 4 4 4 4 4 36

96 5 5 4 4 4 4 3 4 4 37

97 5 5 5 5 5 5 5 5 5 45

98 5 5 4 4 4 4 4 4 5 39

99 4 4 4 4 4 2 4 5 5 36

100 5 5 5 5 5 5 5 4 4 43

101 4 4 4 4 4 4 4 4 4 36

102 4 4 4 4 4 4 4 4 4 36

103 4 4 4 4 4 4 4 4 4 36

104 4 4 5 5 5 5 4 4 4 40

105 4 4 4 5 5 5 5 5 5 42

106 4 4 5 5 5 5 5 5 5 43

107 4 4 5 5 5 5 5 4 4 41

108 4 4 4 4 4 4 4 4 4 36

109 4 4 4 4 4 4 4 5 5 38

110 4 4 4 4 4 4 4 4 4 36

111 4 4 4 4 4 4 4 4 4 36

112 4 4 4 5 5 5 5 4 4 40

113 4 4 4 4 4 4 4 4 4 36

114 4 5 5 5 5 5 4 4 4 41

115 4 4 5 5 5 5 5 5 4 42

116 4 4 4 4 4 4 4 4 4 36

117 4 4 4 4 4 4 4 4 4 36

118 5 5 5 5 5 5 5 5 5 45

119 5 5 5 5 5 5 5 5 5 45

120 4 4 5 5 5 5 5 4 4 41

121 4 4 4 4 4 4 4 4 4 36

122 4 4 4 4 4 4 4 4 4 36

lxxvi


Total S12 S13 S14 S15 S16 S17 S18 S19 S20

123 4 4 4 4 4 4 4 4 4 36

124 5 5 5 5 5 5 5 5 5 45

125 4 5 5 5 5 5 5 5 5 44

126 4 5 5 4 4 4 2 5 5 38

127 4 5 5 5 5 4 4 4 4 40

128 4 5 5 5 5 5 5 5 5 44

129 5 4 5 5 5 5 4 5 5 43

130 5 5 5 5 5 5 4 5 4 43

131 4 4 5 5 4 4 4 4 4 38

132 4 5 4 4 5 4 4 5 4 39

133 4 5 5 5 4 4 4 4 5 40

134 4 4 4 4 4 4 4 4 4 36

135 5 5 5 5 5 5 5 5 5 45

136 4 4 4 4 4 4 4 5 4 37

137 4 4 4 5 5 4 4 4 4 38

138 5 5 4 5 4 4 5 5 4 41

139 4 5 5 4 5 4 4 4 4 39

140 4 4 4 4 4 4 4 4 4 36

141 5 5 5 5 4 4 4 4 4 40

142 5 5 4 4 4 4 4 5 5 40

143 4 4 4 4 4 4 4 4 4 36

144 4 4 4 4 4 4 4 4 4 36

145 4 4 4 4 4 4 4 4 4 36

146 4 4 4 4 4 4 4 4 4 36

147 4 4 4 4 5 5 5 5 4 40

148 4 5 5 5 5 5 4 4 4 41

149 4 4 4 4 4 4 4 4 4 36

150 5 4 4 4 4 4 4 5 5 39

Total 640 680 684 688 679 666 629 676 652 6113

lxxvii


Total S21 S22

1 5 5 10

2 5 5 10

3 5 5 10

4 5 5 10

5 4 5 9

6 4 5 9

7 5 5 10

8 5 5 10

9 5 5 10

10 5 5 10

11 5 4 9

12 5 4 9

13 5 4 9

14 5 5 10

15 4 4 8

16 4 4 8

17 5 5 10

18 4 4 8

19 5 5 10

20 5 4 9

21 5 5 10

22 5 5 10

23 4 4 8

24 4 4 8

25 5 5 10

26 5 5 10

27 5 5 10

28 4 5 9

29 4 5 9

30 4 4 8

31 5 2 7

32 5 4 9

33 5 5 10

34 4 4 8

35 5 4 9

36 4 4 8

37 5 5 10

38 5 5 10

lxxviii


Total S21 S22

39 4 4 8

40 4 4 8

41 4 4 8

42 4 4 8

43 5 5 10

44 5 5 10

45 5 5 10

46 5 5 10

47 4 4 8

48 4 4 8

49 4 4 8

50 4 4 8

51 4 5 9

52 5 5 10

53 5 5 10

54 5 5 10

55 5 5 10

56 5 4 9

57 5 4 9

58 5 4 9

59 5 5 10

60 4 4 8

61 5 5 10

62 4 4 8

63 5 4 9

64 4 4 8

65 5 5 10

66 5 5 10

67 4 4 8

68 4 4 8

69 4 4 8

70 4 4 8

71 5 5 10

72 5 5 10

73 5 5 10

74 5 4 9

75 4 5 9

76 4 5 9

77 5 5 10

78 5 5 10

79 5 5 10

80 5 5 10

lxxix


Total S21 S22

81 5 4 9

82 5 4 9

83 5 4 9

84 5 5 10

85 4 4 8

86 4 4 8

87 2 5 7

88 4 4 8

89 5 5 10

90 5 4 9

91 4 4 8

92 4 4 8

93 5 4 9

94 4 5 9

95 4 5 9

96 4 4 8

97 5 5 10

98 5 5 10

99 5 5 10

100 4 5 9

101 5 5 10

102 5 5 10

103 4 5 9

104 5 4 9

105 4 5 9

106 4 4 8

107 4 4 8

108 4 4 8

109 4 5 9

110 4 4 8

111 4 4 8

112 4 4 8

113 2 5 7

114 5 5 10

115 5 5 10

116 4 4 8

117 4 4 8

118 5 4 9

119 5 5 10

120 5 5 10

121 5 5 10

122 5 5 10

lxxx


Total S21 S22

123 5 5 10

124 5 5 10

125 4 5 9

126 4 5 9

127 5 5 10

128 5 5 10

129 5 5 10

130 2 5 7

131 5 4 9

132 5 4 9

133 5 4 9

134 5 5 10

135 4 4 8

136 4 4 8

137 5 5 10

138 4 4 8

139 5 5 10

140 5 4 9

141 4 4 8

142 4 4 8

143 4 5 9

144 5 4 9

145 4 5 9

146 5 5 10

147 5 5 10

148 5 5 10

149 4 4 8

150 4 4 8

Total 680 680 6069

lxxxi


Total S23 S24 S25 S26 S27 S28 S29 S30 S31

1 5 5 5 5 5 5 5 5 5 45

2 5 5 5 5 5 5 5 5 5 45

3 5 5 5 5 5 5 5 5 5 45

4 5 5 5 5 5 5 5 5 5 45

5 5 5 5 5 5 5 5 5 5 45

6 4 5 5 5 4 5 5 5 5 43

7 5 5 5 5 5 5 4 4 5 43

8 5 5 5 5 5 5 5 5 5 45

9 5 5 5 5 5 5 5 5 5 45

10 5 5 5 5 5 5 5 5 5 45

11 4 4 4 4 4 4 4 4 4 36

12 4 4 4 4 4 4 4 4 4 36

13 4 4 4 4 4 4 2 4 4 34

14 5 5 5 5 5 5 5 5 5 45

15 4 5 4 4 4 4 4 5 4 38

16 2 4 5 5 4 4 4 4 5 37

17 4 4 5 4 4 4 4 5 4 38

18 5 4 5 5 4 5 4 5 5 42

19 5 4 5 5 4 5 5 4 4 41

20 4 4 5 4 4 4 4 4 5 38

21 5 4 4 5 4 5 5 4 5 41

22 4 4 4 5 5 4 4 5 5 40

23 4 4 4 4 4 5 5 5 4 39

24 4 4 4 4 5 5 5 5 4 40

25 4 4 5 5 5 5 4 4 4 40

26 4 4 4 4 4 4 4 4 4 36

27 4 4 4 4 4 4 4 5 5 38

28 4 4 5 4 4 4 4 4 4 37

29 4 4 4 4 5 4 5 4 4 38

30 4 4 4 4 4 5 5 5 5 40

31 4 4 4 4 4 4 4 5 5 38

32 2 4 4 4 5 4 4 4 5 36

33 4 4 5 5 5 5 5 4 5 42

34 4 4 4 4 5 5 5 5 5 41

35 4 4 4 4 4 4 4 4 4 36

36 4 4 4 4 4 4 4 4 4 36

37 5 5 4 5 5 5 5 5 5 44

38 5 5 4 5 4 5 5 5 5 43

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Total S23 S24 S25 S26 S27 S28 S29 S30 S31

39 4 4 4 5 4 4 5 5 5 40

40 4 4 4 5 4 4 5 5 5 40

41 4 4 4 4 4 4 4 5 5 38

42 4 4 4 4 4 4 4 4 4 36

43 4 4 4 4 5 5 4 4 5 39

44 4 4 4 4 5 4 4 4 4 37

45 4 4 4 4 4 4 5 5 5 39

46 4 4 5 5 5 5 5 5 5 43

47 4 5 5 5 5 5 5 4 4 42

48 4 4 4 4 4 4 4 4 4 36

49 4 4 4 4 4 4 4 4 4 36

50 4 4 4 4 4 4 4 4 4 36

51 4 5 5 5 4 5 5 5 5 43

52 5 5 5 5 5 5 4 2 5 41

53 5 5 5 5 5 5 5 5 5 45

54 5 5 5 5 5 5 5 5 5 45

55 5 5 5 5 5 5 5 5 5 45

56 4 4 4 4 4 4 4 4 4 36

57 4 4 4 4 4 4 4 4 4 36

58 4 4 4 4 4 4 4 4 4 36

59 5 5 5 5 5 5 5 5 5 45

60 4 5 4 4 4 4 4 5 4 38

61 4 4 5 5 5 5 2 4 5 39

62 4 4 4 4 5 5 5 5 5 41

63 4 4 4 4 4 4 4 4 4 36

64 4 4 4 4 4 4 4 4 4 36

65 2 5 4 5 5 5 5 5 5 41

66 5 5 4 5 4 5 5 5 5 43

67 4 4 4 5 4 4 5 5 5 40

68 4 4 4 5 4 4 5 5 5 40

69 4 4 4 4 4 4 4 5 5 38

70 4 4 4 4 4 4 4 4 4 36

71 5 5 5 5 5 5 5 5 5 45

72 5 5 5 5 5 5 5 5 5 45

73 5 5 5 5 5 5 5 5 5 45

74 4 4 4 4 4 4 4 4 4 36

75 4 4 4 4 4 4 4 4 4 36

76 4 5 5 5 4 5 5 5 5 43

77 5 5 5 5 5 5 4 4 5 43

78 5 5 5 5 5 5 5 5 5 45

79 4 4 4 4 4 4 4 4 4 36

80 4 4 4 4 4 4 4 4 4 36

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Total S23 S24 S25 S26 S27 S28 S29 S30 S31

81 5 5 5 5 5 5 5 4 4 43

82 5 5 5 5 5 5 5 5 5 45

83 5 4 5 5 5 5 3 4 5 41

84 5 5 5 5 5 5 5 5 5 45

85 4 5 4 4 4 4 4 5 4 38

86 5 4 5 5 4 4 4 4 5 40

87 4 4 5 4 4 4 4 5 4 38

88 5 4 5 5 4 5 4 5 5 42

89 5 4 5 5 4 5 5 4 4 41

90 4 4 5 4 4 4 4 4 5 38

91 4 4 4 4 5 5 4 4 4 38

92 4 5 5 5 5 5 5 5 5 44

93 4 4 4 4 4 4 4 4 5 37

94 4 4 4 4 4 4 4 4 4 36

95 4 4 4 4 4 3 5 5 5 38

96 5 5 4 4 4 4 4 4 4 38

97 4 4 4 4 4 4 4 4 4 36

98 4 4 4 4 4 4 4 4 4 36

99 4 4 4 4 5 5 5 5 5 41

100 4 4 4 4 4 4 4 4 4 36

101 4 4 5 5 5 5 5 5 4 42

102 4 5 4 4 4 4 4 4 4 37

103 4 4 4 4 4 4 4 4 4 36

104 5 5 5 5 5 5 5 5 5 45

105 5 5 5 5 5 5 5 5 5 45

106 5 5 5 5 5 5 4 4 4 42

107 5 5 5 5 5 5 5 5 4 44

108 5 5 5 5 4 4 4 4 4 40

109 5 5 4 4 4 4 4 4 5 39

110 5 4 4 4 4 4 4 4 4 37

111 5 5 5 5 5 5 5 5 5 45

112 5 5 5 5 5 5 5 5 5 45

113 4 4 4 4 4 4 4 4 4 36

114 4 4 4 4 4 4 4 4 4 36

115 4 4 4 4 5 5 5 5 4 40

116 2 4 4 4 4 4 4 4 4 34

117 5 5 5 5 5 4 4 4 4 41

118 5 5 5 5 4 4 4 4 4 40

119 4 4 4 4 4 4 4 4 4 36

120 5 5 4 4 4 4 4 5 5 40

121 5 5 5 5 5 5 5 5 5 45

122 5 5 5 5 5 5 5 5 5 45

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Total S23 S24 S25 S26 S27 S28 S29 S30 S31

123 5 5 5 5 5 5 5 5 5 45

124 5 5 5 5 5 5 5 5 5 45

125 5 5 5 5 5 5 5 5 5 45

126 4 5 5 5 4 5 5 5 5 43

127 5 5 5 5 5 5 4 4 5 43

128 5 5 5 5 5 5 5 5 5 45

129 5 5 5 5 5 5 5 5 5 45

130 5 5 5 5 5 5 5 5 5 45

131 4 4 4 4 4 4 4 4 4 36

132 4 4 4 4 4 4 4 4 4 36

133 4 4 4 4 4 4 2 4 4 34

134 5 5 5 5 5 5 5 5 5 45

135 4 5 4 4 4 4 4 5 4 38

136 2 4 5 5 4 4 4 4 5 37

137 4 4 5 4 4 4 4 5 4 38

138 5 4 5 5 4 5 4 5 5 42

139 5 4 5 5 4 5 5 4 4 41

140 4 4 5 4 4 4 4 4 5 38

141 5 5 5 5 5 4 4 4 4 41

142 5 5 5 4 4 4 4 4 4 39

143 4 5 5 5 5 4 4 4 4 40

144 4 4 4 4 4 4 4 4 4 36

145 4 4 4 4 4 4 4 4 4 36

146 4 4 2 4 4 4 4 4 4 34

147 5 4 4 5 5 5 5 5 4 42

148 5 4 4 5 5 4 4 4 4 39

149 5 4 4 5 5 5 5 5 5 43

150 5 5 4 4 4 4 4 4 5 39

Total 654 664 671 678 666 672 660 673 681 6073

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Attachment V : The Results of Validity and Reliability Test

THE RESULTS OF VALIDITY TEST


Product Availability (X2)

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Brand Image (X3)

Brand Trust (X4)

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Purchase Decision (Y)

THE RESULTS OF RELIABILITY TEST


Product Availbility (X2)

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Brand Image (X3)

Brand Trust (X4)

Purchase Decision (Y)

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Attachment VI : The Results of Normality Test

THE RESULTS OF NORMALITY TEST

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Attachment VII : The Results of Multicollinearity Test

THE RESULTS OF MULTICOLLINEARITY TEST

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Attachment VIII : The Results of Heteroscedasticity Test

THE RESULTS OF HETEROSCEDASTICITY TEST

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Attachment IX : The Results of Multiple Linier Regression Test

THE RESULTS OF MULTIPLE LINIER REGRESSION TEST

the influence of product quality, product...

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