the influence of sales promotion, brand image, and …
TRANSCRIPT
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THE INFLUENCE OF SALES PROMOTION, BRAND IMAGE, AND
SERVICE QUALITY TOWARD CUSTOMER SATISFACTION.
(Case Study of Smartfren 4G LTE users on South Tangerang)
By:
M. Rizqo Yanuananda
1113081100012
MANAGEMENT DEPARTEMENT
INTERNATIONAL CLASS PROGRAM
THE FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1439 H/2018
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CURICULUM VITAE
A. Personal Data
Name : M. Rizqo Yanuananda
Place & Date of Birth : Nganjuk. January 29th, 1995
Gender : Male
Religion : Islam
Address : Reni Jaya Blok P6 no. 8, Pamulang, South Tangerang.
Tlp/Hp : 082123667729
E-mail : [email protected]
B. Education Data
1. Formal Education
SDN Pondok Benda II ` 2001 - 2007
MTs Pembangunan UIN Jakarta 2007 - 2010
SMAN 2 Tangerang Selatan 2010 - 2013
Universitas Islam Negeri Syarif Hidayatullah Jakarta 2013 - 2018
2. Non-Formal Education
Marawis MTs Pembangunan UIN Jakarta 2007 - 2010
Marawis SMAN 2 Tangerang Selatan 2010 - 2013
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ABSTRACT
The purpose of this research is to analyze the influence of brand image,
sales promotion and service quality toward customer satisfaction Smartfren 4G
LTE User in South Tangerang. This type of research is quantitative. The data
source of this research is the primary data by sampling Smartfren 4G LTE User
with 100 respondents. The method of this research is multiple linear regression.
The results showed that: (1) brand image significantly influence on customer
satisfaction (2) sales promotion significantly influence on customer satisfaction
(3) servive quality significantly influence on customer satisfaction.
Key Words: Brand Image, Sales Promotion, Service Quality, Customer
Satisfaction
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ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi
penjualan, dan kualitas pelayanan terhadap kepuasan pelanggan pada pengguna
Smartfren 4G LTE di Tangerang Selatan. Jenis penelitian ini adalah kuantitatif.
Sumber data penelitian ini merupakan data primer dengan mengambil sampel
pengguna Smartfren 4G LTE sebanyak 100 responden. Penelitian ini
menggunakan metode regresi berganda. Hasil temuan dari penelitian ini
menunjukkan bahwa: (1) citra merek berpengaruh signifikan terhadap kepuasan
pelanggan (2) promosi penjualan berpengaruh signifikan terhadap kepuasan
pelanggan (3) kualitas pelayanan berpengaruh signifikan terhadap kepuasan
pelanggan.
Kata Kunci: Citra Merek, Promosi Penjualan, Kualitas Pelayanan,
Kepuasan Pelanggan
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FOREWORD
Assalamualaikum Wr. Wb
Alhamdulillah hirabilalamin, I would say thanks to ALLAH SWT for all
his gift and bless. Best regards also to prophet Muhammad SAW for being role
model to all moslem in universe. So that I can complete this thesis to attain a
Bachelor of Economy Degree in UIN Syarid Hidayatullah Jakarta.
In the process of drafting and preparation of this thesis author realized that
thesis is far from perfect, because the perfection is only belong to ALLAH SWT,
but with effort, hard work, prayers, and never ending support given by families,
friends, and faculty supervisor. I say thanks to the people who have helped me in
the preparation of thesis :
1. Thank you so much to my mother Nuriyati Zuraida and my father Siyamto
Hendro, my brother Chandra Febriliananda and my sister-in-law Sabrina
Kusumah Wardhani that always give me support and prayers that never
stop during this time. Thanks for reminder me, helping me, caring me, and
teaching me patiently. Without prayers and support from all of you, I was
nothing in this world. Thanks for everything. I always love you all.
2. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics
and Business of UIN Syarif Hidayatullah Jakarta.
3. Ms. Dr. Muniaty Aisyah, Ir., MM as my supervisor, thank you so much for
your recommendation, advice, time, and knowledge during guide me to
finish my thesis.
4. All the Academics Staff of the Faculty of Economics and Business of UIN
Syarif Hidayatullah Jakarta, Ms. Ova, Mr. Ajib, Mr. Ghozali, and Mr.
Bonyx to always take care of my academic needs.
5. All the Lecturers and Employees of Faculty Economics and Business UIN
Syarif Hidayatullah Jakarta to teach me all of subject about economy and
business.
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6. Thanks for my classmate Management International Program 2013, Arijul,
Alm. Fathur, Dani, Majid, Enggar, Wendi, Achmad, Nugroho, Rendy,
Naufal, Irma, Najmah, Ida, Agnes, Azmi, Nurma, Denis, and Anindya for
togetherness and also the memories.
7. All of my seniors in International Program from batch 2009 until batch
2012. I will missed every moment we spent together and I will always
missed you guys. Keep fighting and believe that we can achieve our
dreams.
8. A lot of thanks to my very best friend, Naufal Khozin for supporting,
teaching, and helping me. I hope you good luck and wish you all the best.
9. All of my friends KKN 210 Rembulan, Apip, Sairi, Rizal, Irfan, Ayu,
Syifa, Hilma, Riri, Lia, and Feby. Thanks for the one month experience,
togetherness, and memories, maybe it will be hard to forgotten. Success
for you all!
10. Pakdhe Karjan Squad, Nugroho, Gema and Setyaji thanks for every jokes
to make me happy and thanks for the experience sharing to make me
inspired.
11. Football Boots Indonesia South Tangerang Chapter thanks for giving me
moral support.
12. And also I will thanks to all of my cats are, Ceming, Diwut, Campling,
Caki, and especially for Bombom that has passed away. Thanks for being
cheerful and always accompany me.
Finally, the author expect for any critics and suggestion that could improve
the content of this thesis, the author hopes to that the thought provoking
contributions can give benefit to the reader, hopefully this thesis could be
worthwhile for all of us. Amin
Jakarta, April 2018
M. Rizqo Yanuananda
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LIST OF CONTENTS
COVER
ACCEPTANCE LETTER ............................................................................ i
CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. ii
CERTIFICATION OF THESIS EXAM SHEET ...................................... iii
STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .................. iv
CURICULUM VITAE .................................................................................. v
ABSTRACT ................................................................................................... vi
ABSTRAK ..................................................................................................... vii
FOREWORD ................................................................................................. viii
CONTENT ..................................................................................................... x
LIST OF TABLE .......................................................................................... xiii
LIST OF FIGURE ........................................................................................ xiv
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CHAPTER I : INTRODUCTION
A. Background ................................................................ 1
B. Research Problem ...................................................... 10
C. Purpose of Research .................................................. 10
D. Research Advantages ................................................. 11
CHAPTER II : LITERATURE REVIEW
A. Theoritical Framework .............................................. 13
1. Consumer Behavior ............................................ 13
2. Sales Promotion .................................................. 15
3. Brand .................................................................. 20
4. Brand Image ....................................................... 23
5. Service Quality ................................................... 30
6. Customer Satisfaction ......................................... 40
B. Previous Research ...................................................... 48
C. Theoretical Framework .............................................. 51
D. Hypothesis ................................................................. 52
CHAPTER III : RESEARCH METHODOLOGY
A. Scope of Research...................................................... 54
B. Determination Sample Method .................................. 55
C. Data Collection Technique ........................................ 57
D. Methods of Data Analysis ......................................... 61
E. Classical Assumption Test ......................................... 63
F. Hypothesis Test ......................................................... 68
G. Multiple Linear Regression ....................................... 70
H. Coefficient of Determination (Adjusted R²) .............. 71
I. Variable Operational Research .................................. 73
CHAPTER IV : RESEARCH ANALYSIS
A. General Overview Research Object........................... 74
1. History of Smartfren 4G LTE ............................. 74
2. Vision and Mission ............................................. 75
B. Statistic Descriptive ................................................... 75
1. Variabel Sales Promotion (X1) ........................... 75
2. Variabel Brand Image (X2) ................................. 77
3. Variabel Service Quality (X3) ............................. 78
4. Variabel Customer Satisfaction (Y) ................... 80
C. Validity test and Reliability test ................................ 81
D. Classical Assumption Test ......................................... 88
E. Hypothesis Test result................................................ 91
F. Multiple Linier Regression Analysis ......................... 96
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CHAPTER V : CONCLUSION AND SUGGESTION
A. Conclusion ................................................................. 98
B. Suggestion ................................................................. 98
REFERENCES ................................................................................................................ 100
xiii
LIST OF TABLE
Table 1.1 Comparison each ISP Mobile Provider ......................................... 5
Table 1.2 Indonesia Top Brand Award 2017 ................................................ 7
Table 2.1 Brand Element .............................................................................. 21
Table 2.2 Table Preview Research ................................................................ 48
Table 3.1 Likert Scale .................................................................................. 60
Table 3.2 Operational Variable .................................................................... 72
Table 4.1 Descriptive Variable Sales Promotion .......................................... 76
Table 4.2 Descriptive Variable Brand Image ................................................ 77
Table 4.3 Descriptive Variable Service Quality ........................................... 78
Table 4.4 Descriptive Variable Customer Satisfaction ................................ 80
Table 4.5 Result of Validity Test Sales Promotion ....................................... 82
Table 4.6 Result of Validity Test Brand Image ............................................ 83
Table 4.7 Result of Validity Test Service Quality ........................................ 84
Table 4.8 Result of Validity Test Customer Satisfaction .............................. 85
Table 4.9 Result of Reliability Test Variabel Sales Promotion .................... 86
Table 4.10 Result of Reliability Test Variabel Brand Image ....................... 86
Table 4.11 Result of Reliability Test Variabel Service Quality.................... 87
Table 4.12 Result of Reliability Test Variabel Customer Satisfaction ........ 87
Table 4.13 Result of Normality Test Data ................................................... 88
Table 4.14 Result of Multicollinearity Test ................................................. 90
Table 4.15 t-Test .......................................................................................... 91
Table 4.16 f-Test .......................................................................................... 93
Table 4.17 Coefficients ................................................................................ 96
Table 4.18 Model Summary ......................................................................... 97
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LIST OF FIGURE
Figure 1.1 Internet Users in the World (March 31, 2017) ........................... 2
Figure 1.2 Top Ten Internet Countries in Asia (March 31, 2017) ................ 3
Figure 2.1 Theoritical Framework ............................................................... 51
Figure 4.1 Result of Normality Test ............................................................. 89
Figure 4.2 Heteroskedastisity Test ................................................................ 91
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CHAPTER I
INTRODUCTION
A. Background
Along with the times, the computer network has undergone many
changes from time to time. Finally, began to be known internet and
intranet networks. Internet is a global computer network while the intranet
is a local computer network. Internet and intranet has various connections.
Talking about internet and intranet connection means talking about "how"
to use the internet and intranet connections in the computer. If in the past,
the Internet has not been grounded, now the Internet has been known to
many people. So to be able to access it, we need to know the steps to
access it.
There are many benefits to be gained if a person has access to
the internet. Here is some of what is available on the Internet: (1)
information for personal life: health, leisure, hobbies, personal
development, spiritual, social. (2) Information for the life of the
professional / worker: science, technology, trade, stocks, commodities,
business news, professional associations, business associations, various
communication forums.
One of the most interesting is a membership internet knows no
national boundaries, race, economic class, ideology or other usual factors
can inhibit the exchange of ideas. Internet is a global community that is
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very democratic and has a code of ethics that all members are respected.
Benefits of internet mainly obtained through cooperation between
individuals or groups without knowing the limits of distance and time.
Figure 1.1
Internet Users in the World by Geographic Regions
March 31, 2017
Based on chart the collected data until March 2017 from
(www.internetworldstats.com), from the total users around the world is
3,739,698,500 estimated for March 31, 2017. Asia has a dominant
numbers of internet users than the others region such as Europe, Latin
America, Africa, North America, Middle East, and Oceania/Australia.
Around 1,874 Million of internet users in Asia estimated for March 31,
2017.
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Figure 1.2
Top Ten Internet Countries in Asia
March 31, 2017
Indonesia could be as a potential market for internet product such
as internet provider and the device also, because Indonesia in number 3 in
Internet users in Asia for March 31, 2017, After Chine in the first and
India in second. Indonesia has 132,7 Million from the total numbers
1,874,136,654 of internet users around Asia.
Internet Bussiness world has been known around the 1995 that was
terminated by the emergence of ISP (Internet Service Provider) which
provides Internet services with bandwidth of 14.4 kbps up to 28.8 kbps.
Until the end of 1999 the number of ISPs in Indonesia was about 55 ISPs
from non-operational and already in operation, then in 2001 the total
number of ISPs registered in the Asosiasi Penyelenggara Jasa Internet
Indonesia (APJII) had reached 155 ISPs. Indeed, ISP business has good
prospects. Currently all Internet-based businesses will not develop if
infastructures and connections to the Internet are not built first, based on
data from the Asosiasi Penyelenggara Jasa Internet Indonesia (APJII).
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The first ISP in Indonesia was Ipteknet (http://www.iptek.net.id/)
which was fully operational by early 1994. In that year also P.T.
IndoInternet (http://www.indo.net.id/) or IndoNet part-time led by Sanjaya
started operations. IndoNet was Indonesia's first commercial ISP at that
time POSTEL had not known about the weakness of Internet business &
still very few Internet users in Indonesia at that time. By IndoNet The
initial connection to the Internet is done using dial-up, a way that is quite
daring. Currently, IndoNet Office is still in Rawamangun area in lecturer
complex of UI and Sanjaya is also a lecturer of UI. Initial access in
IndoNet first uses text mode with shell accounts, lynx browsers and email
client pine and chat with conferences on AIX servers. After that another
ISP that did follow soon after IndoNET is RadNet and much more.
The need of consumers to access data with an easy device and
flexible has become a reality that industry can not deny
telecommunication. The rapid development of telecommunication
technology in Indonesia making mobile internet an important requirement
of various segments community, where the need for mobile internet is
driven by the trend and lifestyle of Indonesian society itself. According to
data from Opera Mediaworks and Mobile Marketing Association (MMA)
in 2015 states that Indonesia is one of the Asia Pacific countries that
shows the growing use of mobile internet devices is significant. To
reaching 93.16 percent. This is in line with market research institute
predictions International Data Corporation (IDC) stating that starting from
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year 2016 China, India and Indonesia will lead the growth of mobile
internet up to the next five years (Tempo.co, 2015).
See the opportunities of the number of internet users in Indonesia
in particular the need for mobile internet, many companies provide
services mobile internet or referred to as ISP Mobile (Internet Service
Provider Mobile). Some of these companies are Smartfren, Telkomsel
Flash, XL Broadband, Indosat M2, Tri '3', and Bolt (topbrand-award.com,
2015).
Table 1.1
Comparison each ISP Mobile Provider
Provider Speed Coverage Area Price/Quota
XL Axiata Up to 150 Mbps 35 cities Rp.120.000 get
quota 4 GB (plus
4 GB for non-4G
connection).
Telkomsel Up to 72 Mbps 30 cities Rp.110.000 (4
GB 4G quota + 2
GB wifi
connection
quota)
Smartfren Up to 49 Mbps 85 cities
Rp 100.000 per
month limitless
Indosat Ooredo Up to 185 Mbps 27 cities Rp.99.900 get
quota 6,5 GB.
Bolt! Up to 200 Mbps Jabodetabek
dan Medan
Rp.99.000 get
quota 8 GB.
Tri Up to 36 Mbps 6 cities Rp 125.000 get
quota 5 GB.
(source: https://kondangcyber.blogspot.co.id/)
Based on table, There are 6 ISP Mobile Provider in Indonesia
comparison among XL Axiata, Telkomsel, Smartfren, Indosat Ooredo,
Bolt!, Tri. So, Bolt! is the fastest provider with Up to 200 Mbps. After
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that, Smartfren looks supreme at coverage area with 85 cities in Indonesia.
It means wherever user can get the maximum signal with using Smartfren.
Smartfren also show as the cheapest one because with Rp 100.000 can get
unlimited in a month.
PT Smartfren Telecom Tbk, once known as Smart (PT Smart
Telecom Tbk) and Fren (PT Mobile-8 Telecom Tbk) are service provider
operators telecommunication technology based on CDMA (Code Division
Multiple Access) technology using EV-DO technology (mobile broadband
network equivalent to 3G) for CDMA.
Now Smartfren has inaugurated the 4G LTE network service
Advanced which is an advanced development of 4G. On August 19th 2015,
Smartfren launches its product called Smartfren 4G LTEAdvanced and
became the first mobile operator in Indonesia to use Advanced 4G LTE
technology (otherwise known as 4.5G with speed download up to 300
Mbps) (Smartfren.com, 2016).
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Table 1.2
Indonesia Top Brand Award 2017
(source: http://www.topbrand-award.com)
Based on that table it looks Smartfren is in the second place with
12.4% is lower than Bolt who have 14.4%. So, ISP Mobile in Indonesia
has been dominated by Bolt and Smartfren left behind but did not really
far if we look at the percentage.
Although still relatively new compared to other players, Smartfren
was able to top the category of Mobile Internet Providers with Indonesian
2016 Original Brand (IOB) survey results. In a survey conducted by SWA
Magazine and Business Digest (SWA Group research organization),
Smartfren set aside XL and Telkomflash is in second and third position in
this survey.
Differentiation of supplied products and targeted customers makes
Smartfren accountable and competitive today. When first present in 2010,
Smartfren targets a market that has not been worked on by established
brands, which focus on providing data services. No wonder at the
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beginning of its emergence, Smartfren immediately known as a brand of
data or the Internet. Out of that era, the other players still rely on voice and
SMS (https://swa.co.id/).
Regarding the number of users, until the end of 2015 and then
Smartfren have been able to attract about 800 thousand 4G customers
(https://telko.id/). Based on the latest data in the third quarter of 2016,
according to Vice President Brand and Communication Smartfren, Derrick
Surya the number of 4G LTE Smartfren customers has now reached the
range of 4,5 million customers. (http://tekno.kompas.com). PT Smartfren
Telecom Tbk targets 4G subscribers to reach 11 million by the end of the
year. Until the first semester in 2017, Smartfren has about 7 million 4G
customers (http://m.kontan.co.id).
Through the Smartfren MiFi 4G Bundling Package, subscribers are
entitled to an additional 45GB quota bonus for 12 months or 12GB in the
first month and 3GB every month when refilling Internet Evo Package
worth Rp60 thousand when performing the first activation. Not only get a
bonus quota of data every month, customers also still get regular internet
package of the amount of refilling is done. Choice of Evo Internet Package
include: Package Rp60.000 to 5GB, Package Rp100.000 to 9GB, Package
Rp150.000 to 14GB and Package Rp 300.000 to 26GB (http://
autotekno.sindonews.com).
However, based on the results of research phenomena that occurred
in South Tangerang the preliminary survey results about the image of the
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brand that is less appropriate, the lack of market share that is able to make
the position of Smartfren 4G LTE is on the top ranking due to the brand
image of Smartfren 4G LTE is less good, less effective and the efficient
promotion media applied by Smartfren 4G LTE company that caused the
lack of product order from consumer so that the need of alternative media
for promotion, sales promotion has not reached wider marketing area,
promotion by employee of Smartfren 4G LTE is still inadequate, low
quality service provided by Smartfren 4G LTE company, uncontrolled
quality of service when the number of complaints from customers, lack of
quality of Smartfren 4G LTE service resulting in low consumer interest,
decreasing consumer satisfaction on Smartfren 4G LTE, bags that can
reduce consumer satisfaction.
From the background above, the author took some of several
variables relating the background research to investigate the
telecomunication Brand Image, Sales Promotion, and Service Quality as
exogenous variables (X), Customer Satisfaction as a variable (Y). Based
on these descriptions, the author makes research with title.
“The Influence Of Brand Image, Sales Promotion, And Service
Quality Toward Customer Satisfaction.” (Case Study of Smartfren 4G
LTE users on South Tangerang)
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B. Research Problem
Based on the background that the author has described, the
formulations of the problem are:
1. Does promotion sales significantly influence towards customer
satisfaction?
2. Does brand image significantly influence towards customer
satisfaction?
3. Does quality of service significantly influence towards customer
satisfaction?
4. Do Sales Promotion, Brand Image, and Service Quality significantly
influence simultaneously towards Customer Satisfaction?
C. Purpose of Research
Based on the questions above, the purposes of this research are:
1. To analyze the influence of Sales Promotion towards customer
satisfaction.
2. To analyze the influence of Brand Image towards customer
satisfaction.
3. To analyze the influence of Service Quality towards customer
satisfaction.
4. To analyze the influence of Sales Promotion, Brand Image, and
Service Quality simultaneously towards Customer Satisfaction.
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D. Research Advantages
1. Theoretical
a. For the author, this research can improve the author’s knowledge
and this topic can always be used in every kind of business. This
research is also done in order to graduate as a Bachelor of
Economics of State Islamic University Jakarta.
b. For the reader, this research can improve the knowledge and
make them more open minded to the business.
c. Expected to support the theory about the same topic in the field of
strategic marketing and provide new views and insights that will
support the existence and development of the theory of
management and marketing, and contribute to increase knowledge
about sales promotion, brand image, Service Quality towards
customer satisfaction.
2. Practical
a. For company, the result of this research can be used to improve
the strategy of Smartfren Company because the results are based
from customer’s satisfaction.
b. For Islamic State University (UIN) Jakarta, the research can also
be used for other students in order to help the students to finish
their thesis.
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c. For reader and Another Research, I hope people who read this
research will feel easy to read the methods of this research.
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CHAPTER II
LITERATURE REVIEW
A. Theoritical Framework
1. Consumer Behavior
a. Definition of Consumer Behavior
Sunyoto (2012: 251) Consumer behavior can be defined
individual activities directly involved in obtaining and using
goods or services including decision-making process in
preparation for the determination of these activities. Consumer
behavior has special interests for people who for various reasons
aspire to influence or change that behavior, including those whose
primary interest is marketing. It is not surprising that this study of
consumer behavior has major roots in economics even more so in
marketing.
Kotler and Keller (2008: 214), Consumer behavior is the
study of how individuals, groups and organizations choose, buy,
use and place goods, services, ideas or experiences to satisfy their
wants and needs. Meanwhile, according to Schiffman and Kanuk
(2008: 6): Consumer behavior describes the way individuals make
decisions to utilize their available resources (time, money, effort)
to buy goods related to consumption.
14
According to Engel et al in Sopiah and Sangadji (2013: 7),
consumer behavior is an act directly involved in the acquisition,
consumption and depletion of a product or service, including the
process that precedes and follows the action. Meanwhile,
according to Hasan (2013: 161), consumer behavior is a study
process involved when individuals or groups choose, buy, use, or
manage products, services, ideas or experiences to satisfy the
needs and desires of consumers.
Pater and Olson (2013: 6), consumer behavior as the
dynamics of the interaction between influence and awareness,
behavior, and the environment in which humans exchanged
aspects of life. Meanwhile, according to Engel in Fadila and
Ridho (2013: 2), consumer behavior is a direct action involved in
obtaining, consuming and depleting products / services, including
the process that precedes and follows this action.
From the understanding of consumer behavior above can
be concluded that consumer behavior is the action that consumers
do in order to achieve and meet their needs either to use,
consume, or spend goods and services, including the process of
decisions that precede and that follow.
b. Factors of Consumer Behavior
Factors of Consumer Behavior according to Kotler
(2008:25) consists of:
15
1) Cultural Factors
Cultural factors have broad and deep influence on consumer
behavior. Cultural factors consist of: culture, subculture,
social class,
2) Social Factors
In addition to cultural factors, a consumer's behavior is
influenced by social factors such as reference groups, family
and social status.
3) Personal Factors
Personal factors that contribute to consumer behavior consist
of: age and stage of life cycle, occupation and economic
environment, lifestyle, personality and self-concept.
4) Psychological Factors
The choice of purchasing a person is influenced by four main
psychological factors namely motivation, perception,
learning, and belief and establishment.
2. Sales Promotion
a. Definition of Sales Promotion
Sales according to Westwood (2006: 34) is a
straightforward concept that includes the effort to persuade
customers to a product. Meanwhile, according to Basu Swastha
DH (2004: 403) sales is the interaction between face-to-face
16
individuals aimed at creating, improving, mastering or
maintaining exchange relationships so profitable for others. Sales
can also be interpreted as human-made efforts to deliver goods to
those in need in exchange for money at a price determined by
mutual approvement.
Hasan (2009:10), promotion is a marketing function that
focuses on communicating marketing programs in a persuasive
manner to targeted prospective customers to encourage the
creation of exchange transactions between the company and the
audience.
Meanwhile, according to Stanton (2007: 456) Promotion is
one element in the company's marketing mix used to tell,
persuade, and remind about the company's products, in the hope
of affecting the recipient, so feel confident.
Promotion is a vital tool that helps the marketer to
achievement their sales target and increase the company’s profit
Alvarez and Casielles (2005).
Marketing literature supports this fact that the regular
customers, who purchase the product frequently, are profitable
and are primary concern of the companies (Nagar, 2009). Peattie
K.J. and Peattie S. (1994) in Saeed (2013) defined the sales
promotion as marketing activity specific to a group of customers,
a particular place and or time bound, which encourages an
17
immediate or direct response from customer by offering
additional valuable benefits.
Sales Promotion, a key ingredient in marketing
campaigns, consist of a diverse collection of incentive tools,
mostly short term, designed to stimulate quicker or greater
purchase of particular products or services by consumers or the
trade (Kotler and Keller, 2012:541).
Meanwhile, According Kotler and Armstrong (2014:501),
Sales promotion consists of short-term incentives to encourage
purchase or sales of a productor service. Whereas advertising
offers reason to buy a product or service, sales promotion offers
reasons to buy now.
A conclusion can be drawn that reflect a sales promotion
incentives and prizes to get customers to buy the company's
products at the present time as opposed to buying later. Sales
promotion generates consumer response faster in sales. Growth of
sales promotion may reflect higher corporate priority, it relates to
sales compared with the establishment of the brand in the long
term. Sales promotion can be directed to customers, retailers and
other salespeople. Customers will be happy to buy our products if
given coupons discounts, pricing packages and other gifts.
Retailers also would work harder if given offer price discounts, as
18
well as display ads, and free products. Retailers will operate more
viable if the holding contests with prizes for the best performance.
b. Measurement of Sales Promotion
According to Kotler and Armstrong (2014: 503-504)
Consumer promotions include a wide range of tools—from
samples, coupons, refunds, premiums, and point-of-purchase
displays to contests, sweepstakes, and event sponsorships.
1) Samples are offers of a trial amount of a product. Sampling is
the most effective—but most expensive—way to introduce a
new product or create new excitement for an existing one.
2) Coupons are certificates that give buyers a saving when they
purchase specified products. Most consumers love coupons..
Thus, most major consumer goods companies are issuing
fewer coupons and targeting them more carefully.
3) Cash refunds (or rebates) are like coupons except that the
price reduction occurs after the purchase rather than at the
retail outlet. The customer sends a “proof of purchase” to the
manufacturer, which then refunds part of the purchase price
by mail.
4) Price packs (also called cents-off deals) offer consumers
savings off the regular price of a product. The producer
marks the reduced prices directly on the label or package.
Price packs can be single packages sold at a reduced price or
19
two related products banded together. Price packs are very
effective—even more so than coupons—in stimulating short-
term sales.
5) Premiums are goods offered either free or at low cost as an
incentive to buy a product.
6) Advertising specialties, also called promotional products, are
useful articles imprinted with an advertiser’s name, logo, or
message that are given as gifts to consumers. Typical items
include T-shirts and other apparel, pens, coffee mugs,
calendars, key rings, mouse pads, matches, tote bags, coolers,
golf balls, and caps
7) Point-of-purchase (POP) promotions include displays and
demonstrations that take place at the point of sale. Chances
are good that you were tripping over aisle displays,
promotional signs, “shelf talkers,” or demonstrators offering
free tastes of featured food products.
8) Contests, sweepstakes, and games give consumers the chance
to win something, such as cash, trips, or goods, by luck or
through extra effort. A contest calls for consumers to submit
an entry—a jingle, guess, suggestion—to be judged by a
panel that will select the best entries. A sweepstakes calls for
consumers to submit their names for a drawing. A game
presents consumers with something—bingo numbers,
20
missing letters—every time they buy, which may or may not
help them win a prize. Such promotions can create
considerable brand attention and consumer involvement.
9) Event marketing (or event sponsorships) they can create their
own brand-marketing events or serve as sole or participating
sponsors of events created by others. The events might
include anything from mobile brand tours to festivals,
reunions, marathons, concerts, or other sponsored gatherings.
3. Brand
a. Definition of Brand
According to Law about brand No. 15, 2001, article 1,
paragraph 1 in Tjiptono (2011: 3), the brand is "sign in the form
of images, names, words, letters, numbers, color composition, or
a combination of these elements, having distinguishing features
and used in the trading of goods or services ".
According to the American Marketing Association (AMA)
in Kotler and Keller (2009: 258) brand is a name, term, sign, or
design, or a combination. Thereof, which are intended to identify
the goods or services of one seller or group of sellers and
differenciate them with competitors. Brand determination has
been around for many centuries as a means for the goods of one
manufacturer contrasted with other manufacturers.
21
Keller (2008) explains that the brand is a product which is
added other dimensions that differentiate the product from other
products that are both designed to meet the same needs.
According to Keller (2008) in Tjiptono (2011: 10) Brand
has some elements of its brand or identity, both tangible and
intangible (see table 2.1). Broadly speaking, these elements can
be translated into a brand name, URLs (Uniform Resource
Locators), logos, symbols, characters, spokesman (spokespeople),
slogans, jingles, packaging and signage.
Table 2.1
Brand Element
No Tangible Element and
Visual
Intangible Element
1. Symbol and slogan Identity, brand, corporate,
integrated communications,
customer relations
2. Names, logos, colors,
brand mark and the
advertising slogan
---
3. Name, brands Positioning,
communications, brands
4. Functional capability,
name, legal protection
Symbolic value, service, a
sign of ownership,
shorthand notation
5. Fungsionality Representasionality
6. Attendance and
performance
Relevance, excellence,
special bonds (bond)
7. Unique name, logo,
graphic design and
physical
---
8. Physical form Personality, relationships,
culture, reflection, self-
image
9. functional value Social values and personal
Source: Keller (2003)
22
b. Brand Benefits
According to Keller (2008) in Tjiptono (2011: 43) the
benefits of the brand can be viewed from two perspectives, there
are for producers and consumers. For manufacturers, the brand
plays an important role as:
1) Identification form to facilitate the process of handling or
tracking products for the company, especially in the
organization of preparation and accounting records.
2) Forms of legal protection against the features or aspects of
unique products. Brands can get the protection of intellectual
property. The brand name can be protected through
trademarks, manufacture process can be protected through
patents, and packaging can be protected by copyright and
design. Intellectual property rights provides a guarantee that
the company can invest safely in a developed brand and take
the benefits of these valuable assets.
3) Signal level of quality for satisfied customers, so that they
can easily choose and buy it again. Brand loyalty generates
demand predictability and security for the company and
create barriers to entry that make it difficult for other
companies to enter the market.
a) Tools for create associations and unique meaning to
differentiate their products from competitors.
23
b) Source of competitive advantage, especially through
legal protection, customer loyalty, and unique image
formed in the minds of consumers.
c) Sources of financial return, especially with future
income.
Meanwhile, according to Keller (2008) in Tjiptono (2011:
44), suggests the brand principal benefits for consumers, as
follows:
a) Brand as a source of product identification.
b) Brand as imposing responsibility on the manufacturer or
distributor of certain.
c) Brand as a risk reduction.
d) Brand as a suppressor of the search costs internal and
external.
e) Brand as a promise or a special bond with the manufacturer.
f) Brand as a symbolic project an image of themselves.
g) Brand as a quality signal.
4. Brand Image
a. Definition of Brand Image
Kartajaya (2010: 62) defines the brand as: "Assets that
create value for customers by increasing satisfaction and value of
quality." Whereas according to (Laksana, 2008: 77) Brand is a
24
name, term, sign, emblem or design, or combination all expected
to identify the goods or services of a person, a seller or a group of
sellers, and is expected to differentiate the goods or services of a
competitor's product.
According to Katz in Soemirat and Elvinaro Ardianto
(2007: 113), image is the way other parties perceive a company, a
person, a committee, or an activity. Meanwhile, according to
Robert (2013) defines the image as a general or perception owned
by the public about a company, unit, or product.
Brand image is pivotal in apparel purchase behavior
because it impacts consumer preferences and purchase intentions
as well as their willingness to pay a premium price and
recommend the brand to others. In fact, brand image is often the
most important consideration in purchasing apparel products,
Online consumers are often more receptive to products with a
strong brand image because companies with a strong brand image
benefit from a “halo effect” when establishing a presence in a
new retail channel A strong brand image leads to increased sales,
greater gross margin, and improved ROI. (Forsythe, Kwon and
et.all, 2008)
In the other opinion Branding is an integrated
strategic act of developing, positioning, and offering the
commercially viable and socially satisfying solution through
25
unique identity in a competitive market. Branding exercise has
been so vitally needed in marketing program in today’s dog-eat-
dog competition that none of the professionally managed
organizations of any size can afford to underscore its values,
on commercial and consumer turf, in the least. When it is
conceived and fortified to multilaterally delight the customers,
brand continues to glue to mind and heart of the patrons. Recent
time has resoundingly convinced the brand builder to infuse
endurance and sustainability in brand elements. In this
perspective, the marketer either as a habitual innovator or laggard
has turned to green marketing, which has benefitted them on
commercial, environmental, and social front on intermediate and
long term base. (Rizwanalam, 2013).
Branding plays a vital role in creating the difference in the
market. Strong brands constitute the largest asset for many firms
(Leone and Raggio, 2009). In the cluttered products and service, a
unique brand, no matter what strength, helps the seller and buyer
to enter transaction with trust, confidence, assurance, and
association, etc. Historically, branded products are deemed to be
of superior quality, pricy, from a reputed company of global or
regional scale. This holds true to service industry, consumer
goods, or business goods. “Branding is not just for tangible
26
goods; it is a principal success driver for service organizations as
well (Berry, 2000 in Rizwanalam, 2013)
In the other side Thakur and Singh (2012) said that Brand
image has been conceptualization and operational in several
ways. Measurement of brand has been done on the basic of the
attributes, on the basic of the brand benefit and value, an also can
be measured on the basic of the brand image scale. On the basic
of the above definition marketer can easily identify the weakness
and strength of their particular brand and also helpful to
understand customer perception about their product or service,
Brand is a symbol or sign which is helpful for customer to
identify the product, a company which have product with
favorable brand image by the public surely gained better position
in the market also can be sustain competitive advantage and
increased number of market share.
Some of the research has been found that favorable brand
image always helpful to lead customer satisfaction in order to
create loyal customer base. Brand image is a mental setup
developed by the customer on the basis of few selected
impression from the particular branded product and as the set of
beliefs, idea and impression that person hold regarding as an
object, in the other hand brand image is the set of perception
about a brand as reflected by brand association in memory.
27
A successful brand image enables consumers to identify
the needs that the brand satisfies and to differentiate the brand
from its competitors, and consequently increases the likelihood
that consumers will purchase the brand. A company or its
product/ services which constantly holds a favorable image by the
public, would definitely gain a better position in the market,
sustainable competitive advantage, and increase market share or
performance an image is the mental construct developed by
the consumer on the basis of a few selected impressions among
the flood of the total impressions, it comes into being through a
creative process in which these selected impressions are
elaborated, embellished, and ordered. However defined brand
image as "a cluster of attributes and associations that consumers
connect to the brand name. Brand image has been conceptualized
and operational in several ways. It has been measured based on
attributes. Measuring image based on the above definition would
help marketers to identify the strengths and weaknesses of their
brand as well as consumers' perceptions toward their product or
services. (Sondoh Jr, Omar and friends: 2007).
b. Dimension of Brand Image
Branding is a continuous and integrated act of connecting
the supplier, consumer, and publics through the promised
delivery. Various elements of brand like packaging, personality,
28
identity, association, and so on are directed towards the consumer
to induce them into eying, trying, and buying the offering
wrapped to deliver and delight the user, failure of which results in
cognitive dissonance and even eventually defection. A brand
switch does not necessarily imply the buyer’s permanent
departure from the same; rather it can be an indicator of several
personal and non- personal factors. However, a strong, unique,
and favorable brand is potent enough to sensitize, gravitate, and
retain the buyers on long term basis. Some consumers are just die-
hard fans of some brands without which their life appears to be
deprived. Such buyers advocate in the market (Rizwanalam,
2013)
According to Keller, (2013:77) said that measuring brand
image can be performed based in the aspect of a brand, which is
strengthness, uniqueness and favorability.
1) Strengthness
The more the individual thinks about product information and
connect it with the existing brand knowledge, the stronger the
brand association would be generated. Factors affecting the
outcome of this are a marketing communications program
that was created to foster the image of the brand in the minds
of audiences and a consistent marketing communications
program at a time and all the time.
29
2) Favorability
Associations that are beneficial to the brand are associations
tha consumer desired, such as the form of comfort, reliable
products, messages can be delivered by a product or
marketing communications programs that supports.
Favorable lead to the ability of the brand to be easily
remembered by consumers. Favorable is the associations that
can be expected by the target audience and successfully
delivered by a product through marketing communications
program that supports the product.
3) Uniqueness
The core of this association is the brand must have a
sustainable advantage or have a unique selling proposition to
give reasons why consumers should buy it. Uniqueness
aspects depends on two factors presented by the marketing
communications program or balancimg when compared to
other product brand associations and extent of marketing
communications programs have an element of difference
when compared to other product brand associations.
A brand should have the advantage of being a reason for
consumers to choose a particular brand. The uniqueness of
brand associations can be based on product attributes, product
functionality or image that consumers enjoyed.
30
5. Service Quality
a. Definition Service Quality
Kotler in Laksana (2008) service is any action or activity
which may be offered by a party to another party, which is
essentially intangible and does not result in any ownership.
Meanwhile, according to Sampara in Sinambela (2011: 5) service
is an activity or sequence of activities that occur in direct
interaction between someone with another person or machine
physically, and provide customer satisfaction.
Quality according to Kotler (2009: 49) is "all the features
and characteristics of a product or service that affect the ability to
satisfy the stated or implied needs". Meanwhile, according to
Goetsh and Davis (in Tjiptono, 2002: 51) Quality is a dynamic
condition associated with products, services, people, processes,
and environments that meet or exceed expectations.
Wyckop (in Tjiptono, 2000: 52), Quality of service is the
level of perfection expected and control of the perfection to meet
customer desires.
A service is any act or performance that one party can
offer to another that is essentially intangible and does not result in
ownership of anything. Its production may or may not be tied to a
physical product. (Kotler and Keller (2012:400).
31
Services involve a form of rental through which
customers can obtain benefits. What customers value and are
willing to pay for are desired experiences and solutions. We use
the term rent as a genetic term to denote the payment made for
using or accessing something typically for a defined period of
time instead of buying it outright. You can’t own people, but you
can pay rent their labor and expertise Lovelock and Wirtz
(2011:36).
We emphasize that purchasers buy services because they
are looking for desired results. In fact, many firms explicitly
market their services as solutions to prospective customers needs.
And finally, our definition emphasizes that while customers
expect value from their service purchases in exchange for
money, time, and effort; this value comes from access to a
variety of value creating elements rather than transfer of
ownership (Lovelock and Wirtz, 2011: 37).
In marketing, consumers choose the supplier of goods
(including supermarkets) based on their experiences after
receiving the service from the company, they compare the
perceived service with the desired service. If the perceived service
is under the expected service, the consumer is difficult to believe
in the company. If the perceived service in accordance with the
desired quality, they will use the product or service again.
32
Therefore, the quality of service in terms of marketing plays a
very important, because it can foster consumer's commitment to
the company or the products or services rendered. This
commitment will increase the repurchase by customers at once
will become indirectly sale to prospective customers to another.
Company personnel need a common understanding to
address issues such as the measurement of service quality,
the identification of causes of service quality shortfalls, and
the design and implement of corrective actions Lovelock and
Wirtz (2011:405).
In an increasingly competitive environment service
quality as an essential strategy for success and survival has
attracted increasing interest in over the past 20 years. Striving to
gain a strategic competitive advantage by delivering service
with quality and satisfaction, several researchers have agreed
that if companies do not recognize and respond immediately to
customer’s needs efficiently and effectively, the result may
be decreasing profits, increasing levels of stress and customer
dissatisfaction. Therefore, companies must constantly ask
themselves, what do customers want from us and how can we
improve current customer’s perception. Consequently, there is
a huge body of marketing literature that is concerned with
service quality, customer satisfaction, and customer loyalty as
33
three distinctive elements hat service organizations should strive
for. (El-Salam, Shawky and El-Nahas: 2013)
Premium service quality is a key to gain a competitive
advantage in services industry. The satisfaction level of
customers is dependent on their perception of service quality and
the trust in service provider (Ismail et al., 2006; Aydin & Özer,
2005; and Parasuraman et al., 1988) in Mubbsher (2014).
Based on these components known that the output of the
services and their delivery means are all factors used in quality
of service, it is often the determination of the quality of service
becomes very complex. The various components, a customer
purchases to the air quality continues directly and started before
the purchase until the results are processed from products or
services that have been consumed by the customer.
Refers to the quality of the specific chosen network or the
quality and strength of the network signal of the specific chosen
network (Wang, Lo & Yang 2004). Bolton and Drew’s (1991)
study of telephone services for the residential market argues that
quality of service is the most important determinant of perceived
service value which can enhance satisfaction level in customer’s
opinion. The result of their study is consistent with prior research
concerning service quality. A key determinant of overall
perceived service quality is the gap between actual performance
34
and expectation. As mentioned earlier, SERVQUAL is a tool that
can be used to measure the level of perceived service quality. It
focuses on the gap between expectation and actual performance.
However, there have been some criticisms and several
researchers argue against the original SERVQUAL. These
researchers suggest that the disconfirmation model, or the gap
score, of the original SERVQUAL can sometimes show a poor
result in some industries (Babakus & Boller 1992; Brown,
Churchill & Peter 1993; Carman 1990; Cronin & Taylor 1992).
For example, Carman (1990) proposes that SERVQUAL cannot
be a standard measure that is appropriate in any service and that
the measurement of SERVQUAL needs to be customised to the
specific service. Likewise, Babakus and Boller (1992) argue that
the service quality’s dimensions can vary depending on the type
of service being studied. In addition, Bitner, Booms and
Tetreault (1990), propose an alternative method and define
service quality as the customer’s overall impression of the
service. As an outcome of these criticisms, some researchers
have explored the alternative use of a ‘performance-only’
approach known as the SERVPERF method. This method was
initially developed by Cronin and Taylor (1992). Cronin and
Taylor (1992) undertook a comparison study of the SERVQUAL
and SERVPERF approaches which used both methods to
35
evaluate the levels of service quality in four service industries
including, banking, pest control, cleaning, and fast food. The
result indicates that SERVQUAL did not work well for all four
service industries while SERVPERF had an extremely good fit in
all four industries. The implication of this finding is that the
performance-only approach can be applied much more readily to
new service contexts. To support this idea, Lee, Lee and Yoo
(2000) developed research focusing on the determinants of
perceived service quality. The finding of their study supports the
idea that the performance-based measures of service quality
(SERVPERF) work better and detect more of the variations in
service quality. In addition, Wang, Lo and Yang (2004) used the
measurement model to measure customers’ perceived service
quality in China’s mobile phone market based on the
SERVQUAL model. Some modification to the original
SERVQUAL statements was made based on previous prevalent
literature reviews, group discussions, and expert opinions in
order to reflect the specific attributes of the mobile phone
industry and the specific culture in China. They agree with a
number of researchers (Babakus & Boller 1992; Brown,
Churchill & Peter 1993; Cronin & Taylor 1992; Dabholkar,
Thorpe & Rentz 2000; Oliver 1993) who argue that combining
expectations and perceptions into a single measure can result in
36
an approach which outperforms the SERVQUAL scale in terms
of both reliability and validity. Notably, since Wang, Lo and
Yang’s (2004) study focused on the mobile telecommunication
market, durability and aesthetics were not considered relevant.
Instead network quality was used in terms of ‘performance’
because it was one of the most important factors determining
overall quality in the mobile phone market. Thus, instead of
having only the original five SERVQUAL dimensions of
tangibility, reliability, responsiveness, assurance, and empathy
(Parasuraman, Berry & Zeithaml 1991; Parasuraman, Zeithaml
& Berry 1988), Wang, Lo and Yang (2004) also included another
antecedent factor, service quality, which is ‘network quality’ as it
is believed to be the most important driver for customers’ overall
perceived quality evaluation in the mobile phone market. The
results of Wang, Lo, Yang’s (2004) study suggest that, in order
for service providers to be successfully competitive, they must
try to improve customer perceived service quality by focusing on
all six underlying factors including tangibility, reliability,
responsiveness, assurance, empathy, and network quality. That is
because these six factors are the antecedents to customers’
overall evaluation of service quality. Service providers must try
their best to improve service quality, deliver superior value,
achieve higher customer satisfaction, and turn behaviour
37
intentions of customer into the actual patronage if they want to
create and maintain their competitive advantage.
a. Measurement of Network Quality
1) Tangibility
Service tangibility can be viewed as the physical facilities,
equipment, and personal appearance of a business
(Parasuraman, Zeithaml & Berry 1988). It is assumed that
service providers will try to make the appearance of the
firm’s tangible asset attractive. For example, the service
provider has up-to-date equipment such as mobile apps or
employees are well dressed and appear neat. In addition,
Cronin and Taylor (1992) developed a widely accepted four-
item scale to measure service tangibility. Based on Cronin
and Taylor (1992), Wang, Lo and Yang (2004) adapted these
three items to measure service tangibility in the context of the
telecommunications industry. Consequently, these items,
which obtained a high degree of confidence in terms of their
reliability, are relevant to the present research.
2) Reliability
Reliability can be defined as an ability to accurately perform
and deliver services as promised (Parasuraman, Zeithaml &
Berry 1988). Reliability involves consistency of performance.
For example, this means that if a firm is reliable it will
38
perform a service right at the first time, or that the firm will
honour its promises to customers (Parasuraman, Zeithaml &
Berry 1985). Cronin and Taylor (1992) developed a widely
accepted four-item scale to measure service reliability. Based
on Cronin and Taylor (1992), Wang, Lo and Yang (2004)
adapted these items and developed one new item to measure
service reliability in the context of the telecommunications
industry. These items obtained a high degree of confidence in
terms of their reliability and are relevant to the present
research.
3) Responsiveness
Responsiveness can be viewed as a willingness to help and
provide prompt service to customers (Parasuraman, Zeithaml
& Berry 1988). It also concerns the readiness and timeliness
of employees in providing services (Parasuraman, Zeithaml
& Berry 1985). For instance, responsive employees will
always give prompt services and are always willing to help
customers. Cronin and Taylor (1992) developed a widely
accepted four-item scale to measure service responsiveness.
Based on Cronin and Taylor (1992), Wang, Lo and Yang
(2004) adapted these items to measure service responsiveness
in the context of the telecommunications industry. These
39
items obtained a high degree of confidence in terms of their
reliability and are closely relevant to the present research.
4) Assurance
Assurance refers to the knowledge and courtesy of employees
including their ability to convey trustworthiness and
confidence to customers (Parasuraman, Zeithaml & Berry
1988). It involves the knowledge and skill of the contact
personnel, the capability of employees to instil confidence in
customers or to properly answer customers’ questions.
Cronin and Taylor (1992) developed a widely accepted scale
to measure service assurance. Accordingly, based on Cronin
and Taylor (1992), Wang, Lo and Yang (2004) adapted these
items and developed two new items to measure service
assurance in the context of the telecommunications industry.
These items obtained a good degree of confidence it terms of
their reliability and are closely related to the present research.
5) Empathy
Empathy can be viewed as the caring and individualised
attention that business firm provides to its customers
(Parasuraman, Zeithaml & Berry 1988). It involves
understanding and knowing the customer and making the
effort to understand the customer’s needs, for instance, by
learning the customer’s specific requirements or providing
40
individualised attention. Cronin and Taylor (1992) developed
a five-item scale to measure service empathy. Subsequently,
Wang, Lo and Yang (2004) adapted these items to measure
service empathy in the context of the telecommunications
market. These items obtained a good degree of confidence in
terms of their reliability and are closely relevant to the
present research.
6) Network quality
Network quality is one of the most important drivers of
overall service quality in the context of the
telecommunications industry includes the quality of the
specific chosen network is always good (Wang, Lo & Yang
2004). Wang, Lo and Yang (2004) developed the items to
measure network quality in the context of the
telecommunications industry which closely related with the
present research. In addition, these items demonstrated a
good degree of confidence in terms of their reliability
(coefficient alpha).
6. Customer Satisfaction
a. Definition Customer Satisfaction
Customer according to Cambridge International
Dictionaries in Lupioyadi (2006: 143), is "a person who buys
41
goods or service" or a customer is someone who buys goods or
services. Meanwhile, according to Greenberg (2010: 8),
customers or customers are individuals or groups who are
accustomed to buying a product or service based on their
decisions on the consideration of benefits and prices that then
make contact with the company by phone, mail and other
facilities to obtain a new offer of the company.
Oliver (in Irine, 2009, p.61), satisfaction is the level of
one's feelings (customers) after comparing the perceived
performance or perceived (received and perceived) service with
what he expects. Meanwhile, according to Lupiyoadi and
Hamdani (2009) satisfaction is a kind of behavioral assessment
that occurs after experience in consuming services.
Tse and Wilton in Tjiptono (2012: 311) customer
satisfaction is a customer response to a perceptual evaluation of
the difference between initial expectations before purchase (or
other performance standards) and the actual performance of the
product as perceived after consuming or consuming the product.
Everyone knows what satisfaction is, until asked to give a
definition. Then seems nobody knows. In less technical terms we
interpret this definition to mean that satisfaction is the customer’s
evaluation of a product or service in terms of whether that product
or service has met the customer’s needs and expectations. Failure
42
to meet needs and expectations is assumed to result in
dissatisfaction with the product or service. (Zeithaml., et al
2006:110).
Customers have experience different levels of satisfaction
or dissatisfaction after they consume product or service which
was suitable with their expectation. Because satisfaction is the
emotional condition, reaction after bought something could be
anger, dissatisfaction, aggravation, neutrality, excitement, or
enjoyment. (Lovelock and Wirght, 2007).
Customer satisfaction can be achieved only with giving
high quality service to the consumer. Good service and quality
had been judged by consumers directly from employee as a
person who serve a service or also called producer services.
Because it takes some effort to improve service quality system
that had given to fulfill the desire and increasing customer
satisfaction. So, service quality was the first thing to measure
improvement customer loyalty to become something important
that we have to be considered by company in order to achieve
customer satisfaction.
Service quality has a close relationship with customer
satisfaction. Quality gives a push to consumers for establish a
strong relationship with the company. In the long term, this
relationship enable companies to understand consumer
43
expectations and needs carefully. Thus, companies can increase
customer satisfaction and at the end its satisfaction can create
loyalty or customer loyalty.
From the definition above customer satisfaction that have
been explained by expert, the author can make conclusion that
customer satisfaction is the expectation based on what customer
perceives.
b. Factor of Customer Satisfaction
According to Rangkuti (2003:30) yang dikutip dalam buku
“Measuring customer satisfaction” customer satisfaction defined
as the response of consumer to mismatch between previous
importance level and the actual performance after used. The
factors that affect customer satisfaction as follows:
1) Customer value, namely:
a) Accept customer complaint.
b) Responses customer complaint.
c) Have many types of services.
d) Give good information to customer.
2) Customer Response, namely :
(a) Keep loyal for a long time.
(b) Buy more when company introduce new product and
renew existing product.
(c) Talk a good thing about the company product.
44
(d) Give a little attention to brand and advertising
competitor.
(e) Offering the service or product ideas to company.
3) Customer perception, namely :
(a) Customer feels satisfied with process and services
provided.
(b) Customers feel safe and comfortable when have a deal to
company.
(c) Give an advice to customer complaint either through the
suggestion box or e-mail.
c. Measurement of Customer Satisfaction
Kotler and Amstrong (2014:148) discuss several methods
to measure customer satisfaction, which are:
1) Complaint and Suggestion System
Each customer oriented service organization should provide
the widest opportunity to its customers to submit suggestion,
criticism, opinions, and their complaints. Information
obtained through this method can provide new ideas and
input are valuable to the company making it possible to react
quickly and respond in overcome the problems that arise.
2) Customer Satisfaction Survey
Like in this research, company can do a survey to measure
customer satisfaction using such as questioner or by phone
45
calls to a random sample of their customers. Through the
survey, companies will get responses and feedback directly
from customers and give a positive sign that companies pay
attention to them. Customer satisfaction survey is divided
into four categories, which are:
a) Directly report satisfaction: The respondents are being
asked directly with question in order to know if they are
very satisfied, satisfied, neutral, dissatisfied, or very
dissatisfied. This survey is to use to collect the customer
opinion and needs which can give the result called the
customer satisfaction index. This customer satisfaction
indexes the standard of company needs to maintain.
b) Derived dissatisfaction: The question that being asked
included two aspects, how high is the customer
expectation in the certain attribute, and how high is the
performance that customer’s feel of this attribute.
c) Problem analysis: The respondents are being asked to
describe two things; the problem which related with the
company offer and suggestion for improvement.
d) Importance performance analysis: The respondents are
asked to rate the services according to the customer
importance and company performance in each attributes.
46
e) Ghost shopping: This method use a person to pose as
potential buyer to report their findings on strong and
weakness points when experience buying the company’s
and competitor’s product. Ghost shoppers also can
observe how the company and its competitors in serving
customer demands, answering customer question, and
solve any problems or customer complaints.
f) Lost customer analysis: The Company contact customers
who have stopped buying or switched to another supplier
to learn why this condition happened and in order to
understand and take the police to further improve or
refine.
g) Some caution in measuring customer satisfaction: The
Company must make a well-structured questionnaire;
otherwise the customer would face a huge questionnaire.
The company must also be able to recognize that two
customers can report being highly satisfied for two
reasons. One person maybe easily satisfied most of the
time, and the other one might be hard to please but was
pleased on this occasion.
According to Sondoh Jr. et. al (2007) in Thakur and Singh
(2012) Customer satisfaction is the accumulated experience of a
customer’s purchase and consumption experiences. It was
47
therefore; client satisfaction construct in this paper will be
measured through overall satisfaction toward the services.
Customer’s satisfaction is influenced by two factors which is
experiences and expectations with service performance.
Operationally, satisfaction is similar to an attitude, as it can be
assessed as the sum of the satisfactions with the various attributes
of the product or service. Satisfaction may be defined as
expectation before purchase and perception about performance
after purchase, The expectancy disconfirmation paradigm
suggests that consumers are satisfied when the product perform
better than expected (positive disconfirmation), dissatisfied when
consumers' expectations exceeded actual product performance
(negative disconfirmation), and neutral satisfaction when the
product performance matches expectations (zero disconfirmation
or confirmation).
48
B. Previous Research
Table 2.3 below shows the previous research that has been
conducted by some of the researchers. The results can be stated, as
follows:
Table 2.2
Table Preview Research
No. Researcher (Year)
Title Positioning Result
Similarities Differences
1 J. Joshua Selvakumar (2015)
Impact of Service Quality on Customer Satisfaction in Public Sector and Private Sector Banks
Service quality and customer satisfaction
The type of company
Customers will consider the service quality as low when the desired performance of services provided by their banks fails to meet up their expectation and alternatively will consider the service quality as high when the bank's desired performance matches or exceeds their expectations.
2 Prof. Dr. Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal (2012)
Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector International Journal of Business and Social Science Vol. 3 No. 23
Brand image and customer satisfaction
The type of company, service quality and price.
The results of this study suggest that brand image, service quality and price are correlated to customer satisfaction. Increase in price has shown to have a negative impact on customer satisfaction. Whereas, improvements in brand image have resulted in increased customer satisfaction and improved brand loyalty. Service quality has the strongest correlation and any increase results in a positive impact on customer satisfaction. This study aims to help telecom service provider’s to gain a competitive edge in the market by getting an idea of the preferences of the people and then focusing the areas that require improvement.financial Distress and Leverage not significantly influencing Accounting Conservatism.
3 Kim-Choy Chung (2014
Customer satisfaction
Sales promotion
Priced-based
This study revealed that customers are most satisfied
49
of priced-based sales promotion techniques: a Central Asian perspective The Kazakh-American Free University Academic Journal №6
and customer satisfaction
sales, regional and perspective
with percentage discount of specific product and membership discount for future (storewide) purchases. Coupons for specific product discount generated the less satisfaction. Women are more satisfied than men with membership discount (for future purchases) while men are more satisfied than women with percentage discount for specific product. There is no evidence to suggest that low or high values purchases (>USD350) have on an impact on customer satisfaction with price-based sales promotion techniques. The limitations of this study are, first, the questionnaire survey is dependent on the respondent’s own account of their behavior, attitude or perception. Second, the low samples in this survey may be misrepresentative of the whole Kazakhstan population. Also, variation among the population at the level of interest in the research topic can result in a biased, unrepresentative response.
4 Shahroudi, Kambiz Naimi, Seyedeh Safoura (2014)Sunaryo (2013)
Brand Image on Customer Satisfaction and Loyalty Intention (Case Study: Consumer of Hygiene Products) International Journal of Engineering Innovation & Research Volume 3, Issue 1, ISSN: 2277 – 5668
Brand image on customer satisfaction
Object the consumer hygiene product.
According to obtained results and performed statistical analysis there is no reason to reject two hypotheses of three research hypotheses, that are the impact of brand image on customer satisfaction, and the impact of customer satisfaction on loyalty intention; and the hypothesis of the impact of brand image on customer loyalty intention rejected; In other words, this research has not found a direct relationship between brand image and customer loyalty intention, rather the brand image due to customer satisfaction will affect customer loyalty intention; and finally, it can say, customers are satisfied as a result of using hygiene
50
products with a strong brand image, and prefer continue buying that product.
5 Abu Kalam, Md. Moshiur Rahman, Md. Abdullah
Service Quality and Price on Customer Satisfaction: An Empirical Study on Restaurant Services in Khulna Division
Service Quality and Customer Satisfaction
Area of research and type of service company
Measuring the product and service quality fairness considered how much the employees are served the food accurately and how much they are dedicated to their duties and responsibilities. To know about the price fairness of the food items in a restaurant ask different question to the customers mentioned in the table where on an average 51% customers do not agree about the price of food items comparatively cheaper, are not treated equally by the price of food items, they do not think that the price of products and services is based on cost and taste of food items is compared with price. Satisfaction with the staff’s service is measured by asking questions about promised time to serve food, efficiency to solve mistakes, well dressed, neat and cleanliness and knowledge of the staffs about the menu, So the authority of the restaurant in the study areas should play special attention with the performance of the staffs in the restaurant.
As the table 2.1 above, we can see there are some different and
similarity. All the journal above is done in different region, study case,
scope of research and the data results. As the example from the journal
number 2 about Impact of Brand Image, Service Quality and price on
customer satisfaction in Pakistan Telecommunication sector. There are
some different and similarity about variable that has been used at this
journal. So the author interest to discuss about how can brand image give
the impact to customer satisfaction in Pakistan Telecommunication sector.
51
And this research will prove how much the significant influence of the
brand image toward customer satisfaction.
C. Theoretical Framework
Figure 2.1
Conceptual Thinking
Try-our Test:
1. Validity Test
2. Reliability Test
Classic Assumption Test:
1. Normality
2. Test Multicollineaity
3. Test Heteroskedasticity
Determinant Coefficient
(Adjusted R²)
Hypothesis Test:
1. Partial Test (t-test)
2. Simultaneous Test (F-test)
Customer Satisfaction (Y)
Multiple Linear Regresion
Interpretation
Sales Promotion (X1)
Brand Image (X2)
Service Quality (X3)
52
D. Hypothesis
According Sugiyono (2013: 100), the hypothesis can be interpreted
as a statistical statement about the population parameters. To test the
independent variable on the dependent variable, we need the following
hypothesis:
1. The influence of sales promotion toward customer satisfaction
H0 ; β1 ≠ 0. There is no a positive influence between the variables of
sales promotion to customer satisfaction.
Ha ; β1 = 0 There is a positive influence between the variables of sales
promotion to customer satisfaction.
2. The influence of brand image toward customer satisfaction
H0; β2 ≠ 0. There is no a positive influence between the variables of
brand image on customer satisfaction.
Ha ; β2 = 0 There is a positive influence between the variables of
brand image on customer satisfaction.
3. The influence of network quality toward customer satisfaction
H0 ; β3 ≠ 0. There is no a positive influence between variable service
quality on customer satisfaction.
Ha ; β3 = 0 There is a positive influence between variable service
quality on customer satisfaction.
53
4. The influence of sales promotion, brand image and network quality on
customer satisfaction
H0 ; β4 ≠ 0. There is no a positive influence between the variables of
sales promotion, brand image and network quality on customer
satisfaction.
Ha ; β4 = 0 There is a positive influence between the variables of sales
promotion, brand image and service quality on customer satisfaction.
54
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research is using quantitative methods according to Sugiyono,
quantitative research method can be interpreted as a method of research
that is based on the philosophy of positivism, is used to examine the
population or a particular sample. The sampling technique is generally
done at random, data collection using research instruments, quantitative
data analysis / statistics with the aim to test the hypothesis that has been
set (Sugiyono, 2012: 7).
This research using study case methods, according to Susilo
Rahardjo & Gudnanto (2011: 250) a case study is a method to understand
people who do integrative and comprehensive in order to obtain a
thorough understanding of the individual along with her problems with the
objective of the problem can be resolved and obtain good self
development.
Respondents in this research is the user of Smartfren 4G LTE.
Research conducted at South Tangerang, when the study began on
November, 2017. By providing a questionnaire to the user of Smartfren
4G LTE. As will be discussed is about how much. Anything that will be
discussed are limited so that the researchers did not come out of the areas
examined, the effect of Sales Promotion, Brand Image and Service Quality
55
of the dependent variable, namely consumers to buy. As the independent
variable in this study was given the symbol of Sales Promotion (X1),
Brand Image (X2), and Service Quality (X3). While the dependent
variable in this study was Customer Satisfaction given the symbol (Y).
B. Determination Sample Method
1. Population
Population is the generalization region consisting of the objects
or subjects that have certain qualities and characteristics defined by
the researchers to learn and then be inferred (Sugiono, 2013:115).
The population in this study is Smartfren 4G LTE user; here
the researcher does not restrict the respondent from gender and age.
2. Sample
The sample is part of the number and characteristics possessed
by the population, to be investigated and considered to be
representative of the overall population and a smaller number of
populations (Sugiyono, 2013:116).
The sample in this study was 100 Smartfren 4G LTE user. In
this study writing, researchers used a method of Purposive sampling is
which the population elements are purposively selected based on the
judgment of the researcher. The researcher, exercising judgment or
expertise, chooses the elements to be included in the sample, because
56
researcher believe that they are representative of interest or are
otherwise appropriate (Malhotra 2009: 377).
Due to the number of population is not known for sure to know
the size of the sample that is using a convenience sampling technique.
Based on this, researchers select to filter the existing questionnaires, if
these people are known. For example, used the sample to estimate the
mean value, If used to estimate μ, we can (1-α)% confident that the
error does not exceed a certain value е when the sample size of n,
Where:
(Riduwan and Kuncoro, 2013:255)
Information:
𝑛 = Number of samples
Zα = Size trust level with α = 0,05 (confidence level 95% means
𝑍1
2. 95% = 𝑍. 0,475 Found in table 1,96)
𝜎 = Standard deviation
𝑒 = Standart error that can be tolerated (5% = 0,05)
By calculation:
n =
57
From the calculation results, the samples obtained in the
amount of 96.04 to make it easier then rounded to 100 respondents. So
in this study will use the 100 respondents to the research sample.
C. Data Collection Technique
Data processing techniques are ways that can be used by
researchers to collect data. In this study, researchers will gather data could
be a source of primary and secondary sources:
1. Primary Data
Data used in this study are primary data. Primary data is data
obtained directly from the source first. Data collection is done by:
a. Interview method
Interview method is a method of data collection with a question
and answer directly to the respondents to obtain more accurate
data respecting with issues to be discussed.
b. Questionnaire method
Questionnaire method is a method to obtain data that is done by
providing a list of questions that will be filled by
respondents including questions about the variable Sales
Promotion, Brand Image and Service Quality Toward Customer
Satisfaction Smartfren 4G LTE user.
58
Questioner is a formalized set of questions for obtaining
information for respondents. It has three specific objectives
(Malhotra, 2009: 330)
Three specific objectives (Malhotra, 2009: 330):
1) The overriding objective is to translate the researcher’s
information needs into a set of specific questions that
respondents are willing and able to answer.
2) A questionnaire should be written to minimize demands
imposed on respondents. It should encourage them to
participate in the entire interview, without biasing their
responses.
3) A questionnaire should minimize response error. These errors
can arise from respondents who give inaccurate answers or
from researchers incorrectly recording or analyzing their
answer.
The questionnaire for this research will be filled out by the
respondents and will be include question about the variable Sales
Promotion, Brand Image and Service Quality Toward Customer
Satisfaction Smartfren 4G LTE user.
In this questionnaire there are two parts, namely:
Part I: Concerning the respondent data those are name, gender,
level of education and monthly income.
59
Part II: On the list of questions that will be filled by the
respondent.
This study used a Likert scale measuring agreement and
disagreement of respondents in responses proposed the statement.
Likert scale is a measurement with five response categories
ranging from “strongly disagree” to “strongly agree”, which
requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to
the stimulus objects (Maholtra, 2009:264).
The score of questionnaire assessment figures resulted in
this study is according to the Likert scale described in the
methods used to measure attitudes, opinions, and perceptions of a
person or group of persons on a social phenomenon (Sugiyono,
2013:93).
A measurement of each variable in this research using
Likert scale to measure attitudes, opinion and perceptions of
individuals or groups social phenomena (Sugiyono, 2013:94).
By using a Likert scale, the measurement variable is an
indicator variable that will be outlined. Using a Likert scale of
five (5) levels to express the attitude or the respondent’s answer
as follows:
60
Table 3.1
Likert Scale
Strongly agree / always / very positive / very
satisfactory
5
Agree / often / positive / satisfying 4
Neutral/ hesitant / sometimes 3
Disagree / never / negative / unsatisfactory 2
Strongly disagree / strongly never / very
dissatisfy
1
Source: (Sugiyono, 2013:133)
2. Secondary Data
A secondary source is a source that does not directly provide
data to data collectors, for example through others or through
documents. Secondary data were generally obtained by the founders to
provide additional information and images for further processing.
Secondary data used in this study was obtained from books, journals,
literature or other writings that are considered related to the problems
studied by using written reports or documentation of previous studies
and other information that can be retrieved through the system online
(internet).
In the process of secondary data collection, the researchers
collected data related to and associated with the research. So it can
support materials to support this research.
61
D. Methods of Data Analysis
1. Validity Test
Validity test used to measure the validity of the data in the
study. According (Ghozali, 2011:52) validity test is used to measure
the legitimacy of a questionnaire.
Validity tests how well an instrument measures a particular
concept to be measured, (Sekaran, 2006: 39). Test Validity can be
done by calculating the correlation between each statement with a
total score using the product moment correlation technique formula.
The formula is as follows:
explaination:
rxy = correlation coefficient X and Y
XY = Jumlah perkalian antara X dan Y
X2 = Sum of X square
Y2 = Sum of Y square
n = sample (data total)
The basis of decision making in the validity test is as follows:
a. If the value rresult positive and rresult > rtabel, then the variable is
valid.
n (XY) - (X).(Y)
rxy =
n (X²) - (X)² . n (Y2 ) - (Y)²
62
b. If the value rresult negative and rresult < rtabel or rresult negative > rtabel
then the variable is not valid.
Questionnaire valid if the value of r obtained from the
calculation (rxy) is greater than the value of rtabel with a significant
level of 5%.
2. Reliability Test
Reliability is a tool to measure a questionnaire which is an
indicator of variables or constructs. A questionnaire said to be reliable
or reliable if someone answers to questions are consistent or stable
over time. SPSS provides the facility to measure the reliability of the
statistical test Cronbach Alpha (α). a construct or variable said to be
reliable if it provides value (α) 0,70 (Ghozali, 2011:47-48).
In other words able to obtain precise data on the variables
studied. Testing of each item used item analysis, the reliability test is a
measure of stability and reliability testing instruments used in this
study using Cronbach's Alpha formula.
The formula used in the reliability test:
Explaination:
r1 = Internal reliability of all instruments
k = Number of Items in the instrument
k St2 - piqi
r1 = (k – 1) St
2
63
pi = The proportion of the number of subjects who answered on item1
qi = I - Pi
st2 = Varians total
The basis of decision making in the reliability test in this study
are as follows:
a. If the value of ralpha positive and ralpha > rtabel Then the variable is
Reliable.
b. If the value of ralpha negative and ralpha < rtabel or ralpha negative >
rtebel Then the variable is not reliable.
A questionnaire is reliable if the value of rhitung > nilai rtabel with
a significant of 5%.
E. Classical Assumption Test
1. Normality Test
Normality test aims to test whether the regression model or
residual confounding variables have a normal distribution. Studies that
use a more reliable method to test the data have a normal distribution
or not by looking at the Normal Probability Plot. A good regression
model is to have a normal data distribution or dissemination of
statistical data on a diagonal axis of the graph of a normal distribution
(Ghozali, 2011:160).
64
There are several ways to detect normality to see the spread of
the data (points) on the diagonal axis of the graph. There are two ways
to detect whether residual normal distribution or not is by analysis of
graphs and statistical tests (test Kolmogorov - Smirnov), with the
following explanation (Ghozali, 2011:147).
a. Normality Test in Charts
One of the easiest ways to see the residual normality is to
look at the histogram graph that compares the distribution of
observation data with which to detect the normal distribution.
However, just by looking at the histogram this can be misleading,
especially to the small sample size. More reliable method is to
look at normal probability plots comparing the cumulative
distribution of the normal distribution. The normal distribution
will form a straight diagonal line and residual plotting the data
will be compared with a diagonal line (Ghozali, 2011:147).
Basis for a decision in the normality test is:
1) If the data is spread around the diagonal line and follow the
direction of the diagonal line, the regressions meet the
assumption of normality.
2) If the data spread of the diagonal line and did not follow
directions or diagonal line, the regression model did not meet
the assumption of normality.
65
b. Normality Test in Statistics
Normality test graphically can be misleading if not
carefully look at it. Therefore it is recommended to complete
normality test graphically statistical normality test (Ghozali,
2011:163).
In addition to seeing the normal curve P-plot, the
normality test can also be performed using the Kolmogorov-
Smirnov test. In Kolmogorov Smirnov test the hypotheses that
apply are:
H0 = Samples derived from data or population v normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
In this test if sig. < 0,05 then the data is not distributed
normally. However, if the value of sig. > 0,05 then normally
distributed data (Santoso, 2011:193-196).
2. Multicollinearity Test
Multicollinearity test aims to test whether the regression model
found a correlation between free variables of service quality, sales
promotion, and customer satisfaction. In the regression model is a
good should not happen correlation between independent variables
(Ghozali, 2011:105).
66
A good regression model should not happen correlation
between independent variables. If the independent variables are
correlated, then these variables are not orthogonal. Orthogonal
variable is the independent variable correlation values between the
members of the independent variables equal to zero.
To detect the presence or absence multicollinearity in the
regression model are as follows:
a. The value of R2 generated by an empirical regression model
estimate is very high, but individually many independent
variables were not significantly affecting the dependent variable.
b. Analyze the correlation matrix of the independent variables. If
there is correlation between the independent variables are quite
high (generally above 0,90), then this is an indication of
multicollinearity. The absence of a high correlation between the
independent variable does not mean free of multicollinearity.
Multicollinearity may be due to the combined effect of two or
more independent variables.
c. Multicollinearity can also be seen from: (1) The value of
tolerance and the opponent; (2) Variance Inflation Factor (VIF).
Both these measurements indicate each independent variable
which explained by other independent variable. In simple terms
each independent variable the dependent variable and regressed
against other independent variables. Tolerance measures the
67
variability of independent variables was chosen that are not
explained by other independent variable. So a low tolerance value
equal to the value of a high VIF (for VIF = 1/Tolerance). Value
cutoff commonly used to indicate the presence multicollinearity is
the tolerance value < 10 or equal to VIF > 10 (Ghazali,
2011:106).
3. Heteroskedasticity
Heteroskedasticity test was conducted to test whether a
regression model occurred inequality residual variance from one
observation to another observation remains, and then called
heteroskedasticity. If the points spread above and below the number 0
on the Y axis without forming a particular pattern, then there is no
heteroskedasticity (Ghozali, 2011: 139).
A good regression model is that homoskesdaticity or did not
happen heteroskidastity. Most of the data resection containing
situation because this data collect data representing a variety of sizes
(small, medium and large).
There are several ways to detect the presence or absence of
heteroskedasticity. In this study to see Graph Plot between the
predicted values of the dependent variable (dependent) is ZPRED with
residual SRESID. Heteroskedasticity detection of the presence or
absence can be done by looking at whether there is a specific pattern
on a scatterplot graph between SRESID and ZPRED wherein Y is a Y
68
axis that has been predicted, and the X axis is the residual (prediction
Y - Y in fact) who have in-studentized. With the analysis if there is a
specific pattern of regular (wavy, widened and then narrowed), then
identifying been going heteroskedasticity and if there is no clear
pattern, as well as the points spread above and below the number 0 on
the Y axis, then there is no heteroskedasticity (Ghozali, 2011:139).
F. Hypothesis Test
1. t- Test (Partial Test)
To determine whether the independent variables partially
(individual) have a significant influence on the dependent variable.
The statistical test T basically shows how far the influence of the
independent variables individually in explaining the variation of the
dependent variable Ghozali, (2011:98).
The t-test was used to test the partial each variable. T test
results can be seen in the table on the column sig coefficient
(significance). If the t value or significance probability < 0,05, it can
be said that there are significant independent variable on the
dependent variable partially.
However, if the probability value or significance t > 0,05, it
can be said that there is no significant effect of each variable on the
dependent variable Besas.
t test formula:
69
to = 𝑏𝑖
𝑆𝑏𝑖
Where:
to = t value
bi = coefision regression
Sbi = standart error
Hypothesis based Significance namely:
a. If the number sig. > 0,05, then Ho is accepted
b. If the number sig. < 0,05, then Ho is rejected
2. F – Test (Simultaneous Test)
This test aims to prove whether the independent variables (X)
simultaneously (together) have an influence on the dependent variable
(Y) (Ghozali, 2011:88).
If F count > F table, then Ho is rejected and Ha accepted,
which means that the independent variable has a significant effect on
the dependent variable using a significant level of 0,05 if the value of
F count > F table then together all independent variables affect the
dependent variable. Additionally, you can also see the value of
probability. If the probability value less than 0,05 (for a significance
level of = 0,05), the independent variables jointly affect the dependent
variable. Meanwhile, if the probability value is greater than 0,05, the
independent variables simultaneously has no effect on the dependent
variable.
70
Formula F test
F = 𝑅2
𝐾⁄
(1−𝑅2)(𝑛−1−𝑘)⁄
Where:
R2 = multiple correlation coefficient squared
n = number of sample
Then it will be known whether this hypothesis simultaneously
rejected or accepted, while the form of simultaneous hypothesis is:
H0 : β1 = β2 = β3 = 0 ; service quality, sales promotion, customer
satisfaction simultaneously does not affect the customer loyalty.
H0 : β1 ≠ β2 ≠ β3 ≠ 0 ; service quality, sales promotion, customer
satisfaction simultaneously influence the customer loyalty.
G. Multiple Linear Regression
Analysis method in this research is a multiple linear regression that
is used to test service quality, sales promotion and customer satisfaction
toward customer loyalty. The equation of multiple linear regressions is as
follows:
Where:
Y = Customer Loyalty
a = Constanta
e = Error sampling
Y = a + β1 X1 + β2 X2 + β3 X3 + e
71
X1 = Service Quality
X2 = Sales Promotion
X3 = Customer Satisfaction
β1, β2, β3 = Regression coefficient
H. Coefficient of Determination (Adjusted R²)
The coefficient of determination (Adjusted R²) aims to determine
how much ability of independent variables and the dependent variable
explained to know how big the ability of the independent variable
dependent variable explained viewed through Adjusted R² for thorough
independent variables in this study of more than two.
In SPSS output, coefficient of determination lies on the table and
writing Summary Model Adjusted R². R² value of 1, meaning the influence
entirely dependent variable can be explained by the independent variables
and no other factors that lead to influence the dependent variable. The
coefficient of determination is between zero and one. R² small value
means the ability of the independent variables in explaining the dependent
variable is very limited. Values close to the mean of independent variables
provide almost all the information needed to predict the variation of the
dependent variable (Ghozali, 2011:97).
72
I. Variable Operational Research
Based on the core issues and hypotheses, research on Influence of
Sales Promotion, Brand Image and Product Quality toward Customer
Satisfaction. The variables and indicators of this study can be seen in the
table below:
Table 3.2
Operational Variable
VARIABLE DIMENSION INDICATOR NO. SCALE
Sales Promotion
(X1)
Kotler and
Armstrong
(2014: 503-504)
Giving a coupon after purchase
specified products 1.
Likert
Price packs offer consumers savings
off the regular price of a product 2.
Likert
Giving an incentive after purchase
Premium item. 3.
Likert
Advertising specialities, imprinted
articles with an advertiser’s name,
logo or message. (apparel, tote bags,
key rings, caps)
4.
Likert
Point-of-purchase (POP) promotions
include displays 5.
Likert
Demonstrations that take place at the
point of sale 6.
Event marketing they can create their
own brand-marketing events or serve
as sole or participating sponsors of
events created by others
7.
Likert
Brand
Image
(X2)
Keller
(2013:77)
Strengthens Product information connects with
the existing brand knowledge 1.
Likert
Favorability Comfort 2. Likert
Reliable product 3.
Easily remembered 4.
Uniqueness Product attributes (Quality) 5. Likert
Product attributes (Features) 6.
Product attributes (Design) 7.
Product functionality 8.
Image enjoyed by consumer 9.
Service Quality
(X3)
Wang, Lo, and
Yang
(2004)
Tangibles The physical facilities are visually
appealing 1.
Likert
Service provider has up-to-date
equipment such as mobile apps 2.
The employees are well dressed and
neat in appearance 3.
Reliaibility Concistency of performance 4. Likert
The service provider always performs
the service right the first time 5.
73
Responsiveness The provider gives a prompt service 6. Likert
It also concerns the readiness and
timeliness of employees in providing
services
7.
Providers are always willing to help
customers 8.
Assurance The providers are consistently
courteous with customers 9.
Likert
Providers instill confidence in
customers 10.
The provider have knowledge to
answer customer’s questions 11.
Empathy The service provider gives customers
personal attention 12.
Likert
The employees understand customer’s
specific needs 13.
Network
Quality
The quality of the specific chosen
network is always good 14.
Likert
Customer
Satisfaction
(Y)
Kotler and
Amstrong
(2014:148)
Complaint and
Suggestion
System
Giving an opportunity to the
customer to make suggestions 1.
Likert
Criticism of the customer to the
provider 2.
Customers provide opinions 3.
Customer complaints 4.
Provider can possible to react
quickly and respond to solve the
problems
5.
Measure consumption experiences 6.
Fulfill expectation service
performance 7.
Satisfactory service for customers 8.
74
CHAPTER IV
RESEARCH ANALYSIS
A. General Overview Research Object
1. History of Smartfren 4G LTE
PT Smartfren Telecom Tbk (smartfren) was originally named PT
Smart Telecom Tbk and PT Mobile-8 Telecom Tbk (Mobile-8) before
April 2010 [2]. PT Mobile-8 Telecom Tbk was originally owned by PT
Global Mediacom Tbk. However, due to the financial crisis and the
decline in product sales, the Company was acquired by Sinar Mas Group
under the name of PT Smart Telecom Tbk in November 2011.
Smartfren is a telecommunication operator in Indonesia that
provides CDMA EV-DO Rev. A and CDMA EV-DO Rev. B (equivalent
to 3.5G in GSM with download speeds s.d. 14.7 Mbps) with Qualcomm
as the first CDMA infrastructure and operator provider to provide
BlackBerry services.
On August 19, 2015, Smartfren launched its Smartfren 4G LTE-
Advanced product and became the first mobile operator in Indonesia to
use Advanced 4G LTE technology (otherwise known as 4.5G with
download speeds up to 300 Mbps).
75
2. Vision and Mission
a. Vision
1) Being a leading telecommunication operator capable of
providing the best telecommunication services for all customers.
2) Innovate and provide quality services at affordable prices to the
people of Indonesia.
b. Mission
1) Building a world-class network in the country, building a
customer-driven, flexible and fast organization.
2) We have special products created according to customer's
requirement.
B. Statistic Descriptive
1. Variabel Sales Promotion (X1)
Results of answers from 100 respondents to the variable Sales
Promotion (X1) which consists of 7 statements, the answers obtained are
then analyzed by using the percentage of respondents' answers, the
results can be seen in the table below:
76
Table 4.1
Descriptive Variabel Sales Promotion (X1)
No Pernyataan SS S N TS STS
5 4 3 2 1
1 Smartfren 4G LTE memberikan penawaran
kupon menarik
43 38 13 4 2
2 Smartfren 4G LTE menawarkan paket harga
yang menarik
28 44 17 11 0
3 Smartfren 4G LTE memberikan tambahan
quota data yang besar
37 30 20 12 1
4 Smartfren 4G LTE memberikan hadiah
menarik berupa Power Bank
25 43 22 10 0
5 Smartfren 4G LTE menampilkan display yang
bagus
34 40 17 6 3
6 Pegawai Smartfren 4G LTE
mendemonstrasikan produk dengan jelas
34 33 24 7 2
7 Smartfren 4G LTE menjadi sponsor
pendamping Piala Presiden 2018 sukses
memikat konsumen
35 48 14 3 0
Jumlah 236 276 127 53 8
Prosentase (%) 33.7% 39.4% 18.1% 7.5% 1.1%
Here is the answer most respondents from the dissemination of 7
statements about the variable Sales Promotion (X1), namely:
- Strongly Agree, as much as 236 or 33.7% is obtained from (236 /
700x100).
- Agree, as much as 276 or 39.4% is obtained from (276/700x100).
- Netral, as much as 127 or 18.1% is obtained from (127/700x100).
- Disagree, as much as 53 or 7.5% is obtained from (53/700x100).
- Strongly Disagree, as much as 8 or 1.1% is obtained from
(8/700x100).
Based on the results of questionnaires spread for Sales Promotion
variables (X1) seen from the highest respondent answers on the answer
77
"Agreed" that is as much as 39.4% so it can be concluded that Sales
Promotion Smartfren 4G LTE users in South Tangerang is good.
2. Variabel Brand Image (X2)
The result of answer from 100 respondents to Brand Image (X2)
variable consisting of 9 statement, the answer obtained then analyzed by
using percentage method of respondent answer, the result can be seen in
table below:
Table 4.2
Descriptive Variabel Brand Image (X2)
No Pernyataan SS S N TS STS
5 4 3 2 1
1 Konsumen tahu jangkauan wilayah jaringan
Smartfren 4G LTE luas
44 37 14 4 1
2 Pelayanan Smartfren 4G LTE jarang
bermasalah
32 37 18 12 1
3 Smartfren 4G LTE merupakan produk yang
handal
36 35 20 8 1
4 Smartfren 4G LTE merupakan merk yang
mudah diingat
26 47 19 7 1
5 Kwalitas jaringan Smartfren 4G LTE baik 38 39 14 8 1
6 Produk Smartfren 4G LTE kompatibel 30 32 29 6 3
7 Desain produk Smartfren 4G LTE futuristik 39 37 15 6 3
8 Smartfren 4G LTE berfungsi baik 43 31 23 3 0
9 Citra Smartfren 4G LTE unik 28 36 26 10 0
Jumlah 316 331 178 64 11
Prosentase (%) 35.1% 36.7% 19.7% 7.1% 1.2%
Here is the answer most respondents from the dissemination of 9
statements about the variable Brand Image (X2), namely:
78
- Strongly Agree, as much as 316 or 35.1% is obtained from
(316/900x100).
- Agree, as much as 331 or 36.7% is obtained from (331/900x100).
- Netral, as much as 178 or 19.7% is obtained from (178/900x100).
- Disagree, as much as 64 or 7.1% is obtained from (64/900x100).
- Strongly Disagree, as much as 11 or 1.2% is obtained from
(11/900x100).
Based on the results of questionnaires distribution for Brand
Image variables (X2) seen from the highest respondent answers on the
answer "Agreed" that is as much as 36.7% so it can be concluded that the
Brand Image Smartfren 4G LTE users in South Tangerang is good.
3. Variabel Service Quality (X3)
Results of answers from 100 respondents to the variable Network
Quality (X3) which consists of 14 statements, the answers obtained are
then analyzed by using the percentage of respondents' answers, the
results can be seen in the table below:
Table 4.3
Descriptive Variabel Service Quality (X3)
No Pernyataan SS S N TS STS
5 4 3 2 1
1 Kantor pusat/cabang Smartfren 4G LTE
menarik
34 33 13 16 4
2 Aplikasi yang dimiliki Smartfren 4G LTE
menarik
44 37 10 9 0
3 Pegawai Smartfren 4G LTE selalu
berpakaian bersih dan rapi
34 38 23 3 2
4 Performa pelayanan Smartfren 4G LTE
konsisten
38 40 16 4 2
5 Smartfren 4G LTE selalu memberikan
pelayanan dengan sesuai
44 37 11 8 0
79
6 Smartfren 4G LTE memberi konsumen
layanan yang cepat
43 40 14 3 0
7 Smartfren 4G LTE selalu melayani dengan
tepat waktu
49 33 12 6 0
8 Smartfren 4G LTE selalu siap membantu 48 31 15 6 0
9 Karyawan Smartfren 4G LTE selalu
melayani dengan sopan
46 34 11 9 0
10 Smartfren 4G LTE membuat konsumen
selalu percaya
55 30 10 5 0
11 Smartfren 4G LTE selalu bisa menjawab
pertanyaan
35 40 13 10 2
12 Smartfren 4G LTE menanyakan langsung ke
setiap konsumen perihal pelayanan yang
diberikan
48 40 7 4 1
13 Smartfren 4G LTE memahami kebutuhan
konsumen
39 40 18 3 0
14 Smartfren 4G LTE memiliki pilihan jaringan
yang lengkap
19 50 20 9 2
Jumlah 576 523 193 95 13
Prosentase (%) 41.1% 37.3% 13.7% 6.7% 0.9%
Here is the answer most respondents from the dissemination of 14
statements about the variable Network Quality (X3), namely:
- Strongly Agree, as much as 576 or 41.1% is obtained from
(576/1400x100).
- Agree, as much as 523 or 37.3% is obtained from (523/1400x100).
- Netral, as much as 193 or 13.7% is obtained from (193/1400x100).
- Disagree, as much as 95 or 6.7% is obtained from (95/1400x100).
- Strongly Disagree, as much as 13 or 0.9% is obtained from
(13/1400x100).
Based on the results of questionnaires distribution for Service
Quality (X3) variables seen from the highest respondent answers on the
answer "Strongly Agree" that is as much as 41.1% so it can be concluded
80
that the Network Quality Smartfren 4G LTE users in South Tangerang is
good.
4. Variabel Customer Satisfaction (Y)
The result of answer from 100 respondents to Customer
Satisfaction variable (Y) consisting of 8 statements, the answers obtained
are then analyzed by using the percentage of respondents' answers, the
results can be seen in the table below:
Table 4.4
Descriptive Variabel Customer Satisfaction (Y)
No Pernyataan SS S N TS STS
5 4 3 2 1
1 Saran konsumen Smartfren 4G LTE
diterima dengan baik
59 27 10 2 2
2 Kritik konsumen Smartfren 4G LTE
ditampung dengan baik
61 24 11 4 0
3 Opini konsumen terhadap Smartfren
4G LTE baik
59 24 11 5 1
4 Keluhan konsumen Smartfren 4G
LTE ditanggapi dengan baik
41 33 18 7 1
5 Smartfren 4G LTE menanggapi
masalah dengan cepat
26 52 16 4 2
6 Pengalaman konsumen terhadap
pelayanan Smartfren 4G LTE baik
39 26 21 11 3
7 Ekspektasi konsumen terhadap
pelayanan Smartfren 4G LTE baik
47 37 12 4 0
8 Pelayanan Smartfren 4G LTE
memuaskan
57 30 10 2 1
Jumlah 389 253 109 39 10
Prosentase (%) 48.6% 31.6% 13.6% 4.8% 1.2%
81
Here is the answer most respondents from the dissemination of 8
statements about the variable Customer Satisfaction (Y) are:
- Strongly Agree, as much as 389 or 48.6% is obtained from
(389/800x100).
- Agree, as much as 253 or 31.6% is obtained from (253/800x100).
- Netral, as much as 109 or 13.6% is obtained from (109/800x100).
- Disagree, as much as 39 or 4.8% is obtained from (39/800x100).
- Strongly Disagree, as much as 10 or 1.2% is obtained from
(10/800x100).
Based on the results of questionnaires distribution for Customer
Satisfaction (Y) variables seen from the highest respondent answers on
the answer "Very Agree" that is as much as 48.6% so it can be concluded
that Customer Satisfaction Smartfren 4G LTE users in South Tangerang
is good.
C. Validity Test and Reliability Test
1. Quality of Research Instrument
To test whether the measuring instrument (instrument) used to
meet the requirements of a good measuring tool, so as to produce data in
accordance with what is measured, before done data analysis based on
the results of data collected in advance test data through test validity and
reliability data.
82
a. Validity Test
1) Result of Validity Test Variabel Sales Promotion (X1)
The research questionnaire of Sales Promotion variable (X1)
consists of 7 items. Correlation calculation results for the score of
each item statement with the total score of Sales Promotion variable
(X1) can be seen in the following table:
Table 4.5
Result of Validity Test Variabel Sales Promotion (X1)
Pernyataan
Sales Promotion (X1)
rhitung rtable n = 100 Keterangan
1
2
3
4
5
6
7
0.696**
0.686**
0.797**
0.645**
0.774**
0.614**
0.589**
0.195
0.195
0.195
0.195
0.195
0.195
0.195
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Source: primary data have been processed, (SPSS 20), 2018
Based on the table above, it can be seen that for each
statement on the variable Sales Promotion (X1) the whole instrument
can be said to be valid, because the value of rhitung generated is
much greater than the existing rtable value for n = 100 is 0.195.
83
2) Result of Validity Test Variabel Brand Image (X2)
The Brand Image (X2) variable research questionnaire
consisted of 9 items. The result of correlation calculation to score
each item statement with total score of Brand Image (X2) variable
can be seen in the following table:
Table 4.6
Result of Validity Test Variabel Brand Image (X2)
Pernyataan
Brand Image (X2)
rhitung rtable n = 100 Keterangan
1
2
3
4
5
6
7
8
9
0.683**
0.664**
0.720**
0.638**
0.664**
0.608**
0.665**
0.696**
0.623**
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, it can be seen that for each
statement on Brand Image (X2) variables all instruments can be said
valid, because the value of rhitung generated is much greater than
the existing rtable value for n = 100 is 0.195.
84
3) Result of Validity Test Variabel Service Quality (X3)
The Service Quality (X3) variable research questionnaire
consisted of 14 items. The result of correlation calculation for score
of each item statement with total score of Service Quality (X3)
variable can be seen in the following table:
Table 4.7
Result of Validity Test Variabel Service Quality (X3)
Pernyataan Service Quality (X3)
rhitung rtable n = 100 Keterangan
1
2
3
4
5
6
7
8
9
10
11
12
13
14
0.614**
0.677**
0.617**
0.535**
0.565**
0.699**
0.457**
0.662**
0.515**
0.596**
0.478**
0.501**
0.356**
0.201*
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, it can be seen that for each
statement on the variable Service Quality (X3) the whole instrument
can be said valid, because the value of rhitung generated is much
greater than the existing rtable value for n = 100 is 0.195.
85
4) Result of Validity Test Variabel Customer Satisfaction (Y)
The Customer Satisfaction (Y) variable research
questionnaire consisted of 8 items. Correlation calculation results for
the score of each item statement with the total score Customer
Satisfaction (Y) can be seen in the following table:
Table 4.8
Result of Validity Test Variabel Customer Satisfaction (Y)
Pernyataan Customer Satisfaction (Y)
rhitung rtable n = 100 Keterangan
1
2
3
4
5
6
7
8
0.642**
0.673**
0.716**
0.692**
0.500**
0.639**
0.660**
0.739**
0.195
0.195
0.195
0.195
0.195
0.195
0.195
0.195
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, it can be seen that for each
statement on the variable Customer Satisfaction (Y) the whole
instrument can be said valid, because the value of rhitung generated
is much greater than the existing rtable value for n = 100 is 0.195.
b. Reliability Test
1) Result of Reliability Test Variabel Sales Promotion (X1)
In addition to the validity test, research instruments in
the form of questionnaires are also tested for reliability. Test of
competence questionnaire variable Sales Promotion (X1) is done
using alpha formula.
86
Table 4.9
Result of Reliability Test Variabel Sales Promotion (X1)
Reliability Statistics
Cronbach's Alpha N of Items
,814 7
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, to test the reliability of the
variable Sales Promotion (X1) with the value of rtable 0.195,
while the value of Cronbach's Alpha of 0814, so it can be
concluded that the ralpha positive and greater or 0.814> 0.195
then thus the research instrument on Sales Promotion variables
X1) is Reliable.
2) Result of Reliability Test Variabel Brand Image (X2)
In addition to the validity test, research instruments in
the form of questionnaires are also tested for reliability. Brand
Image accuracy test of Brand Image (X2) is performed using
alpha formula.
Table 4.10
Result of Reliability Test Variabel Brand Image (X2)
Reliability Statistics
Cronbach's Alpha N of Items
,839 9
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, to test the reliability of the
variable Brand Image (X2) with the value of rtable 0.195, while
the value of Cronbach's Alpha of 0839, so it can be concluded
that the ralpha positive and greater or 0.839> 0.195 then thus the
research instrument on Brand Image variables (X2) is Reliable.
87
3) Result of Reliability Test Variabel Service Quality (X3)
In addition to the validity test, research instruments in
the form of questionnaires are also tested for reliability. The
Service Quality (X3) variable questionnaire reliability test is
performed using the alpha formula.
Table 4.11
Result of Reliability Test Variabel Service Quality (X3)
Reliability Statistics Cronbach's Alpha N of Items
,805 14
Source: primary data have been processed, (SPSS 20), 2018
Based on the above table, to test the reliability of the
variable Service Quality (X3) with the value of rtable 0.195, while
the value of Cronbach's Alpha of 0805, so it can be concluded
that the ralpha positive and greater or 0.805> 0.195 then thus the
research instrument on Service Quality variables (X3) is
Reliable.
4) Result of Reliability Test Variabel Customer Satisfaction (Y)
In addition to the validity test, research instruments in
the form of questionnaires are also tested for reliability.
Reliability Satisfaction test questionnaire variable Customer
Satisfaction (Y) is done using the alpha formula.
Table 4.12
Result of Reliability Test Variabel Customer Satisfaction (Y)
Reliability Statistics Cronbach's Alpha N of Items
,808 8
Source: primary data have been processed, (SPSS 20), 2018
88
Based on the above table, to test the reliability of the
variable Customer Satisfaction (Y) with the value of rtable 0.195,
while the value of Cronbach's Alpha of 0808, so it can be
concluded that the ralpha positive and greater or 0.808> 0.195
then thus the research instrument on Customer Satisfaction
variables (Y) is Reliable.
D. Classical Assumption Test
1. Normality Test
Table 4.13
Result of Normality Test Data
One-Sample Kolmogorov-Smirnov Test Unstandardized Residual
N 100
Normal Parametersa,b Mean ,0000000
Std. Deviation 2,94922581
Most Extreme Differences Absolute ,087
Positive ,065
Negative -,087
Test Statistic ,087
Asymp. Sig. (2-tailed) ,058c
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
Source: primary data have been processed, (SPSS 24), 2018
Test results show that Asymp value. Sig. (2-tailed) of 0.058
greater than 0.05 so it can be concluded that the research model has a
normal data distribution. While the value of Test Statistic is 0.087, it
means that the residual data is normally distributed.
89
For normality tests, the author also uses the Normal P-Plot chart.
The table can be seen below:
Figure 4.1
Result of Normality Test
Source: primary data have been processed, (SPSS 24), 2018
Normality test with a normal probability plot requires that the
data spreading should be around the diagonal line and follow the
direction of the diagonal line. Based on the picture above can be
concluded that the data in this study qualifies the normal probability plot
so that the regression model in the study meets the assumption of
normality (normal distribution). This means that the data in this study
comes from a population that is normally distributed.
2. Multicollinearity Test
Multicollinearity test is done by calculating the value of variance
inflation factor (VIF) of each independent variable. Multicollinearity
occurs when the Variance Inflation Factor (VIF) value exceeds 10. If the
90
Variance Inflation Factor (VIF) score of less than 10 indicates the
correlation between the independent variables can still be tolerated. The
results of this multicollinearity test can be seen in the table below:
Table 4.14
Result of Multicollinearity test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 3,065 2,851 1,075 ,285
Sales Promotion
(X1)
,334 ,082 ,319 4,052 ,000 ,627 1,594
Brand Image (X2) ,394 ,069 ,470 5,715 ,000 ,577 1,734
Network Quality
(X3)
,127 ,046 ,182 2,733 ,007 ,875 1,143
a. Dependent Variable: Customer Satisfaction (Y)
Source: primary data have been processed, (SPSS 24), 2018
Based on the above coefficients table, the value of Variance
Inflation Factor (VIF) of each independent variable has no value more
than 10, so it can be concluded that the regression model in this study
does not contain multicollinearity.
91
3. Heteroskedastisity Test
Figure 4.2
Heteroskedastisity Test
Source: primary data have been processed, (SPSS 24), 2018
Based on the Scatterplot image above it can be seen that the dots
do not form a clear pattern, and the spots spread above and below the
number 0 on the Y axis. So it can be concluded that there is no problem
of heteroscedasticity in the regression model.
E. Hypothesis Test Result
1. t-Test
Table 4.15
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3,065 2,851 1,075 ,285
Sales Promotion (X1) ,334 ,082 ,319 4,052 ,000
Brand Image (X2) ,394 ,069 ,470 5,715 ,000
Network Quality (X3) ,127 ,046 ,182 2,733 ,007
a. Dependent Variable: Customer Satisfaction (Y)
92
a. Influence of Sales Promotion (X1) towards Customer
Satisfaction (Y)
Based on the above coefficients table, then the value of
tcount for Sales Promotion variable (X1) is 4,052 while the value of
ttable for n = 100 is 1,984. So 4.052 > 1.984, then H0 rejected and Ha
accepted, it can be stated that Sales Promotion (X1) have a
significant effect on Customer Satisfaction (Y).
This shows that the better sales promotion will have a
significant effect on customer satisfaction of Smartfren 4G LTE
users in South Tangerang so that the first hypothesis is proven.
Based on the test results, it is known that sales promotion has
a significant effect on customer satisfaction. This conclusion is based
on the value of tcount achieved is greater than ttable value, with
tcount of 4,052 is bigger than ttable value equal to 1,984 indicating
that both variable have significant effect.
Promotion is an activity of communicating information from
sellers to buyers or others in the channel to influence attitudes and
behavior (Jerome McCarthy and William D. Perreault, Jr. (in Anik
Nurhanifah journal, 2014)). Thus, promotion is one of the most
important aspects of marketing management and is often said to be a
continuous process. In this case when the customer is satisfied, then
he will show the magnitude of the possibility to re-purchase the same
93
product. The result of this research conclude that promotion have
positive effect to consumer satisfaction.
b. Influence of Brand Image (X2) towards Customer Satisfaction
(Y)
Based on the above coefficients table, then the value of titung
for Brand Image variable (X2) is 5,715 while the value of ttable for n
= 100 is 1,984. So 5.715 > 1.984, then H0 rejected and Ha accepted,
can be stated that Brand Image (X2) significant effect on Customer
Satisfaction (Y).
This shows that the better the brand image will significantly
affect the customer satisfaction of Smartfren 4G LTE users in South
Tangerang so that the second hypothesis is proven.
Based on the test results, note that the brand image has a
significant effect on customer satisfaction. This conclusion is based
on tcount value which is greater than ttable value, with tcount value
of 5.715 is bigger than ttable value equal to 1.984 which signifies
that both variables have significant effect. According to Howard in
Ranto (2007) explained that the image has a role in marketing an
organization because it has the potential to affect consumer
perceptions and expectations about the goods or services offered and
ultimately affect customer satisfaction and loyalty. The results
concluded that brand image has a significant effect on customer
satisfaction.
94
c. Influence of Service Quality (X3) towards Customer Satisfaction
(Y)
Based on the above coefficients table, then the value of
tcount for Service Quality (X3) variable is 2,733 while the value of
ttable for n = 100 is 1,984. So 2.733> 1.984, then H0 rejected and Ha
accepted, it can be stated that Service Quality (X3) have a significant
effect on Customer Satisfaction (Y).
This shows that the better service quality will significantly
affect the customer satisfaction of Smartfren 4G LTE users in South
Tangerang so the third hypothesis is proven.
Based on the test results, it is known that network quality has
a significant effect on customer satisfaction. This conclusion is based
on tcount value which is greater than ttable value, with tcount value
of 2.733 is bigger than ttable value equal to 1,984 indicating that
both variable have significant effect.
Regarding the effect of quality on satisfaction is said by
Kurtz and Clow in Laksana (2008: 97) that "if the service performs
at the level that is expected or predicted, the satisfaction level is
considered to be just" OK ", which means that if the service given to
the customer as expected, then the level of service can be considered
good. The results concluded that the quality gives a positive and
significant effect to customer satisfaction.
95
2. f-Test
Table 4.16
ANOVAa Model Sum of Squares df Mean Square F Sig.
1 Regression 1439,065 3 479,688 53,478 ,000b
Residual 861,095 96 8,970
Total 2300,160 99
a. Dependent Variable: Customer Satisfaction (Y)
b. Predictors: (Constant), Service Quality (X3) , Sales Promotion (X1) ,
Brand Image (X2)
Source: primary data have been processed, (SPSS 24), 2018
From result of analysis in table above that is ANOVA test
obtained Fcount value equal to 53.478, while Ftable ( 0,05) for n = 100
equal to 2.46. So Fhitung > from Ftable (0,05) or 53.478> 2.46 with 0.000
significant level 0.000 <0,05, it can be said that Sales Promotion, Brand
Image, and Network Quality together or simultaneously have a positive
effect on Customer Satisfaction (Y).
Based on the test results, it is known that sales promotion, brand
image, and network quality have a positive effect on customer
satisfaction. This conclusion based on the value of Fhitung achieved
greater than the value Ftable, with a value of Fcount of 53.478 is greater
than the value of Ftable of 2.46 which signifies that together or
simultaneously have a positive effect on customer satisfaction. The
result of this research is in line with research done by Restu Puspita Rini
(2011) which stated that trust in brand variable, service quality and
promotion influence simultaneously to customer satisfaction.
96
F. Multiple Linier Regression Analysis
1. Influence of Sales Promotion (X1), Brand Image (X2), and Service
Quality (X3) toward Customer Satisfaction (Y)
Table 4.17 Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3,065 2,851 1,075 ,285
Sales Promotion (X1) ,334 ,082 ,319 4,052 ,000
Brand Image (X2) ,394 ,069 ,470 5,715 ,000
Network Quality (X3) ,127 ,046 ,182 2,733 ,007
a. Dependent Variable: Customer Satisfaction (Y)
Source: primary data have been processed, (SPSS 24), 2018
Based on the output of SPSS in the table above, it can be identified
that the regression equation as follows:
Y = 3.065 + 0.334 X1 + 0.394 X2+ 0.127 X3, it means,
1. Constant a = 3.065 can be interpreted that if Sales Promotion, Brand
Image, Service Quality and Customer Satisfaction is zero then
Customer Satisfaction is positive value equal to 3,065.
2. Sales Promotion regression coefficient b1 = 0.334 can be interpreted
that if the value of Sales Promotion increased by one then the value of
Customer Satisfaction will also increase by 0.334.
3. Brand regression coefficient of Brand Image b2 = 0.394 can be
interpreted that if Brand Image increased by one then the value of
Customer Satisfaction will also increase by 0.394.
97
4. Service Quality regression coefficient b3 = 0.127 can be interpreted that
if the Service Quality increases by one then the value of Customer
Satisfaction will also increase by 0.127.
2. Model Summary
Table 4.18
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 ,791a ,626 ,614 2,99495
a. Predictors: (Constant), Service Quality (X3) , Sales Promotion
(X1) , Brand Image (X2)
b. Dependent Variable: Customer Satisfaction (Y)
Source: primary data have been processed, (SPSS 24), 2018
Based on the above table, the Summary Model produces an
Adjusted R Square value of 0.614, meaning that Sales Promotion (X1),
Brand Image (X2), and Service Quality (X3) have an influence of 61.4%
on Customer Satisfaction (Y) whereas the rest of 38.6% influential with
other factors not examined by the authors in this study.
98
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusion
Based on the results of research and discussion in this research about
"The Influence Of Brand Image, Sales Promotion, And Service Quality
Toward Customer Satisfaction." (Case Study of Smartfren 4G LTE users on
South Tangerang) ", then the conclusion of this research are:
1. There is influence of sales promotion to customer satisfaction.
2. There is influence of brand image to customer satisfaction.
3. There is influence of Service quality to customer satisfaction.
4. The influence of sales promotion, brand image, and Service quality
together to customer satisfaction.
B. Suggestion
Based on the conclusions obtained in the research, then there are
various suggestions put forward by the researchers based on the results of
the study as follows:
1. From the calculation result on Sales Promotion variable seen statement
no. 3 on "Smartfren 4G LTE provides additional data quota that" has the
highest value, then Smartfren 4G LTE should not only provide additional
99
quota data at midnight and provide additional quota for chatting regularly
(24 Hours).
2. From the calculation on Brand Image variable seen statement no. 6 on
"4G LTE compatible Smartfren product" has the highest value, Smartfren
4G LTE should be primarily on the upgrade their modem tool to make it
more durable or longlasting but cheap.
3. From the calculation on the variable Service Quality statements seen no.
1 on "Smartfren 4G LTE interesting headquarters/branch" has the highest
value, Smartfren 4G LTE should have a improve its (headquarter/branch)
layout and notice about the circulation of the room.
4. From the calculation result on customer satisfaction variable seen
statement no. 6 on "The consumer experience of Smartfren 4G LTE good
service" has the highest value, Smartfren 4G LTE should always improve
its service in order to compete with competitors do the innovation such a
giving point after buying a data quota and the point can be redeem into
another goods.
100
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103
Attachment 1
KUESIONER
“THE INFLUENCE OF SALES PROMOTION, BRAND IMAGE, AND
SERVICE QUALITY TOWARD CUSTOMER SATISFACTION.
(Case Study of Smartfren 4G LTE users on South Tangerang)”
Kepada Yth:
Para Responden
Saya pengirim kuesioner ini:
Nama : M. Rizqo Yanuananda
NIM : 1113081100012
Status : Mahasiswa Program Studi Manajemen Pemasaran Univ. Islam
Negeri Syarif Hidayatullah Jakarta.
Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S I)
Universitas Islam Negri Syarif Hidayatullah Jakarta, saya memerlukan informasi
untuk mendukung penelitian yang sedang saya lakukan.
Saya mohon partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar umtuk
memberikan informasi melalui kuesioner ini. Semua informasi yang diperoleh
dari kuesioner ini hanya akan digunakan untuk kepentingan penelitian ini.
Partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar merupakan kunci keberhasilan
penelitian ilmiah ini. Atas perhatian dan kesedian Bapak/ Ibu, Mahasiswa/ Pelajar
meluangkan waktu untuk mengisi dan mengembalikan kuesioner ini, saya
ucapkan terimakasih banyak.
104
PETUNJUK PENGISIAN
Untuk pernyataan di bawah ini pilihlah salah satu jawaban yang menurut
Anda paling tepat dengan cara memberikan tanda (X) atau (√) di dalam kolom
pilihan yang tersedia, pada alternatif jawaban yang terdiri dari:
Jawaban Responden
Skor
Sangat Tidak Setuju
1
Tidak Setuju
2
Netral
3
Setuju
4
Sangat Setuju
5
Penulis mohon kepada Bapak/Ibu/Saudara untuk memberikan jawaban
dengan keadaan yang sebenarnya, yang Bapak/Ibu/Saudara rasakan terhadap
aspek tersebut di atas.
Atas kesediaan Bapak/Ibu/Saudara memberikan jawaban pada kuesioner
ini saya ucapkan terima kasih.
105
KUESIONER SALES PROMOTION (X1)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
SS S N TS STS
5 4 3 2 1
1. Smartfren 4G LTE memberikan penawaran kupon
menarik
2. Smartfren 4G LTE menawarkan paket harga yang
menarik
3. Smartfren 4G LTE memberikan tambahan quota data
yang besar
4. Smartfren 4G LTE memberikan hadiah menarik berupa
Power Bank
5. Smartfren 4G LTE menampilkan display yang bagus
6. Pegawai Smartfren 4G LTE mendemonstrasikan produk
dengan jelas
7. Smartfren 4G LTE menjadi sponsor pendamping Piala
Presiden 2018 sukses memikat konsumen
106
KUESIONER BRAND IMAGE (X2)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
SS S N TS STS
5 4 3 2 1
1. Konsumen tahu jangkauan wilayah jaringan
Smartfren 4G LTE luas
2. Pelayanan Smartfren 4G LTE jarang bermasalah
3. Smartfren 4G LTE merupakan produk yang handal
4. Smartfren 4G LTE merupakan merk yang mudah
diingat
5. Kwalitas jaringan Smartfren 4G LTE baik
6. Produk Smartfren 4G LTE kompatibel
7. Desain produk Smartfren 4G LTE futuristik
8. Smartfren 4G LTE berfungsi baik
9. Citra Smartfren 4G LTE unik
107
KUESIONER SERVICE QUALITY (X3)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
SS S N TS STS
5 4 3 2 1
1. Kantor pusat/cabang Smartfren 4G LTE menarik
2. Aplikasi yang dimiliki Smartfren 4G LTE menarik
3. Pegawai Smartfren 4G LTE selalu berpakaian bersih
dan rapi
4. Performa pelayanan Smartfren 4G LTE konsisten
5. Smartfren 4G LTE selalu memberikan pelayanan
dengan sesuai
6. Smartfren 4G LTE memberi konsumen layanan yang
cepat
7. Smartfren 4G LTE selalu melayani dengan tepat
waktu
8. Smartfren 4G LTE selalu siap membantu
9. Karyawan Smartfren 4G LTE selalu melayani
dengan sopan
10. Smartfren 4G LTE membuat konsumen selalu
percaya
11. Smartfren 4G LTE selalu bisa menjawab pertanyaan
12. Smartfren 4G LTE menanyakan langsung ke setiap
konsumen perihal pelayanan yang diberikan
13. Smartfren 4G LTE memahami kebutuhan konsumen
14. Smartfren 4G LTE memiliki pilihan jaringan yang
lengkap
108
KUESIONER CUSTOMER SATISFACTION (Y)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
SS S N TS STS
5 4 3 2 1
1. Saran konsumen Smartfren 4G LTE diterima
dengan baik
2. Kritik konsumen Smartfren 4G LTE ditampung
dengan baik
3. Opini konsumen terhadap Smartfren 4G LTE baik
4. Keluhan konsumen Smartfren 4G LTE ditanggapi
dengan baik
5. Smartfren 4G LTE menanggapi masalah dengan
cepat
6. Pengalaman konsumen terhadap pelayanan
Smartfren 4G LTE baik
7. Ekspektasi konsumen terhadap pelayanan
Smartfren 4G LTE baik
8. Pelayanan Smartfren 4G LTE memuaskan
109
Skor Variabel (X1)
No 1 2 3 4 5 6 7 Total
1 4 3 5 5 4 5 4 30
2 5 4 4 4 3 4 3 27
3 3 4 2 3 4 2 2 20
4 5 4 4 4 4 4 4 29
5 4 4 5 4 4 4 4 29
6 4 4 5 5 5 4 5 32
7 5 5 5 5 5 4 4 33
8 4 2 3 4 4 3 3 23
9 5 5 5 5 5 5 5 35
10 4 5 5 4 4 4 4 30
11 4 2 2 2 1 2 3 16
12 5 4 4 4 4 4 4 29
13 4 5 4 4 3 4 4 28
14 5 4 3 5 4 3 5 29
15 4 4 4 4 4 4 4 28
16 4 4 3 3 3 3 3 23
17 2 5 4 5 4 4 5 29
18 4 4 5 4 5 5 4 31
19 4 4 3 3 3 3 3 23
20 5 5 5 5 5 5 5 35
21 3 3 3 3 4 4 4 24
22 5 4 4 2 4 5 4 28
23 5 5 5 5 5 5 5 35
24 3 3 3 4 4 3 3 23
25 4 5 3 5 4 4 5 30
26 5 3 5 4 4 5 3 29
27 5 5 5 5 5 5 5 35
28 2 5 2 5 2 3 5 24
29 4 4 5 5 4 4 4 30
30 5 3 5 4 4 5 3 29
31 4 4 4 3 3 4 4 26
32 5 4 2 2 4 5 4 26
33 4 4 3 3 3 4 4 25
34 5 2 2 2 1 5 5 22
35 5 3 4 3 3 5 3 26
36 3 4 4 4 5 5 4 29
37 3 2 2 2 3 3 2 17
Attachment 2
110
38 4 4 5 5 4 4 4 30
39 4 5 4 3 3 4 5 28
40 1 2 2 2 1 5 5 18
41 5 4 4 4 4 5 4 30
42 2 3 3 3 2 3 4 20
43 2 4 3 5 4 2 4 24
44 4 4 4 4 4 4 4 28
45 4 4 3 3 3 4 4 25
46 5 5 4 5 4 5 5 33
47 3 4 5 4 5 3 4 28
48 4 4 3 3 3 4 4 25
49 5 5 5 5 5 5 5 35
50 3 3 3 3 3 3 3 21
51 5 3 5 3 5 3 5 29
52 5 3 3 4 5 2 5 27
53 5 5 4 2 5 3 4 28
54 4 4 2 4 4 4 4 26
55 3 4 2 4 5 5 4 27
56 4 4 3 4 4 4 4 27
57 4 4 4 4 4 2 4 26
58 5 4 5 2 5 5 4 30
59 4 2 3 4 4 3 4 24
60 4 4 5 4 4 4 4 29
61 4 2 4 3 4 2 4 23
62 4 4 4 5 3 1 5 26
63 4 3 4 5 4 5 4 29
64 5 5 3 4 5 3 5 30
65 3 3 3 4 2 3 4 22
66 5 3 5 2 5 4 5 29
67 4 5 4 3 4 5 3 28
68 3 2 4 4 2 2 4 21
69 5 4 5 4 5 4 5 32
70 1 3 1 2 2 3 4 16
71 3 3 4 3 3 3 3 22
72 4 2 2 3 4 3 4 22
73 5 4 5 4 5 5 5 33
74 5 3 5 3 5 3 5 29
75 5 3 3 4 4 3 5 27
76 5 5 4 4 5 4 4 31
111
77 4 4 4 4 4 4 4 28
78 3 4 2 3 3 3 4 22
79 4 4 4 4 4 4 2 26
80 4 4 4 4 3 3 4 26
81 5 4 5 4 5 5 4 32
82 4 2 2 4 4 3 4 23
83 4 4 5 4 4 3 4 28
84 4 2 3 3 4 5 4 25
85 4 4 4 3 4 1 3 23
86 4 5 4 5 3 5 4 30
87 5 5 5 4 5 5 5 34
88 5 4 5 5 5 4 5 33
89 5 5 5 4 5 5 5 34
90 5 5 5 5 5 5 5 35
91 5 5 5 5 5 5 5 35
92 5 5 5 5 5 5 5 35
93 5 4 5 4 5 4 5 32
94 5 5 5 4 4 5 5 33
95 5 5 5 5 5 5 5 35
96 5 5 5 5 5 5 5 35
97 5 4 5 4 5 4 5 32
98 3 5 4 3 2 4 3 24
99 5 5 4 4 5 5 4 32
100 5 4 5 4 5 4 5 32
112
Skor Variabel (X2)
No 1 2 3 4 5 6 7 8 9 Total
1 5 5 5 5 4 5 4 5 4 42
2 5 4 5 5 5 5 5 5 3 42
3 4 5 2 2 5 4 3 3 2 30
4 5 5 4 5 5 5 5 5 4 43
5 5 4 4 4 5 5 5 5 4 41
6 3 5 5 5 5 4 5 5 5 42
7 5 5 5 5 4 5 5 4 5 43
8 5 4 4 4 2 5 3 3 3 33
9 4 2 2 2 4 3 3 3 2 25
10 5 5 4 4 4 4 5 3 5 39
11 3 4 4 4 2 3 3 2 5 30
12 3 3 3 3 5 4 5 2 3 31
13 2 5 5 5 4 3 5 5 5 39
14 5 5 5 5 4 5 5 4 5 43
15 5 5 5 5 5 5 5 5 5 45
16 4 2 3 3 5 4 4 4 4 33
17 5 5 5 5 4 4 5 3 3 39
18 5 4 3 4 5 5 5 5 4 40
19 4 3 3 3 4 3 3 3 4 30
20 5 4 4 4 5 5 5 5 4 41
21 5 5 4 4 2 4 3 4 5 36
22 4 4 3 3 1 4 1 4 4 28
23 4 4 4 4 5 2 5 5 5 38
24 4 4 4 4 4 5 3 3 3 34
25 4 4 4 5 3 4 4 5 3 36
26 4 5 5 5 4 3 5 5 5 41
27 5 4 5 5 5 4 5 4 5 42
28 5 2 4 4 3 3 3 4 5 33
29 2 2 3 3 2 3 1 3 2 21
30 5 5 4 4 4 3 4 3 2 34
31 4 4 4 4 5 4 5 3 3 36
32 4 3 4 4 4 1 5 4 4 33
33 3 5 3 3 4 3 2 4 5 32
34 4 4 5 5 4 4 4 4 5 39
35 3 5 5 5 3 3 3 2 2 31
36 5 5 4 4 4 5 2 5 5 39
37 2 2 5 5 5 5 1 5 3 33
113
38 5 4 5 5 4 3 2 3 2 33
39 4 5 5 5 4 4 4 5 5 41
40 5 3 3 3 3 4 3 5 5 34
41 2 1 3 2 3 2 2 3 2 20
42 3 4 3 3 3 3 4 4 3 30
43 4 3 4 4 4 4 4 4 4 35
44 4 3 4 4 4 4 4 4 4 35
45 4 3 3 4 4 4 4 4 4 34
46 4 3 3 1 3 3 2 3 3 25
47 3 4 4 4 4 4 4 4 4 35
48 4 2 2 3 3 3 3 3 3 26
49 4 4 4 4 4 4 4 4 4 36
50 3 3 3 4 3 3 4 4 4 31
51 5 3 5 3 5 3 5 4 5 38
52 5 3 3 4 5 2 5 5 3 35
53 5 5 4 2 5 3 4 5 3 36
54 4 4 2 4 4 4 4 3 4 33
55 3 4 2 4 5 5 4 5 4 36
56 4 4 3 4 4 4 4 4 3 34
57 4 4 4 4 4 2 4 3 2 31
58 5 4 5 2 5 5 4 5 4 39
59 4 2 3 4 4 3 4 4 4 32
60 4 4 5 4 4 4 4 4 4 37
61 4 2 4 3 4 2 4 3 4 30
62 4 4 4 5 3 1 5 4 4 34
63 4 3 4 5 4 5 4 5 4 38
64 5 5 3 4 5 3 5 5 4 39
65 3 3 3 4 2 3 4 4 3 29
66 5 3 5 2 5 4 5 5 3 37
67 4 5 4 3 4 5 3 4 5 37
68 3 2 4 4 2 2 4 3 2 26
69 5 4 5 4 5 4 5 5 4 41
70 1 3 1 2 2 3 4 3 3 22
71 3 3 4 3 3 3 3 4 3 29
72 4 2 2 3 4 3 4 4 4 30
73 5 4 5 4 5 5 5 5 4 42
74 5 3 5 3 5 3 5 5 5 39
75 5 3 3 4 4 3 5 5 3 35
76 5 5 4 4 5 4 4 5 3 39
114
77 4 4 4 4 4 4 4 5 4 37
78 3 4 2 3 3 3 4 3 3 28
79 4 4 4 4 4 4 2 4 3 33
80 4 4 4 4 3 3 4 3 3 32
81 5 4 5 4 5 5 4 5 3 40
82 4 2 2 4 4 3 4 4 3 30
83 4 4 5 4 4 3 4 4 4 36
84 4 2 3 3 4 5 4 3 2 30
85 4 4 4 3 4 1 3 4 4 31
86 4 5 4 5 3 5 4 5 5 40
87 5 5 5 4 5 5 5 5 4 43
88 5 4 5 5 5 4 5 5 5 43
89 5 5 5 4 5 5 5 5 4 43
90 5 5 5 5 5 5 5 5 4 44
91 5 5 5 5 5 5 5 5 5 45
92 5 5 5 5 5 5 5 5 4 44
93 5 4 5 4 5 4 5 5 4 41
94 5 5 5 4 4 5 5 5 5 43
95 5 5 5 5 5 5 5 5 5 45
96 5 5 5 5 5 5 5 5 5 45
97 5 4 5 4 5 4 5 5 5 42
98 3 5 4 3 2 4 3 4 3 31
99 5 5 4 4 5 5 4 3 5 40
100 5 4 5 4 5 4 5 5 4 41
115
Skor Variabel (X3)
No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total
1 4 5 5 5 5 5 5 5 5 5 3 4 3 4 63
2 5 5 5 5 4 5 5 5 4 4 4 4 4 4 63
3 4 4 4 4 5 4 5 5 5 5 5 5 4 4 63
4 5 5 5 5 5 5 5 5 5 5 4 4 4 4 66
5 5 5 5 5 4 5 4 5 5 5 5 5 5 5 68
6 4 4 4 4 5 5 5 5 5 5 4 5 4 4 63
7 4 5 5 5 5 5 5 5 5 5 4 5 5 4 67
8 4 4 4 5 5 5 2 3 3 2 5 4 5 5 56
9 4 3 5 5 4 4 5 5 5 4 5 5 3 4 61
10 5 5 5 4 5 5 5 5 5 4 4 5 4 4 65
11 2 2 3 3 2 4 4 3 3 5 3 5 3 4 46
12 4 4 4 4 5 4 5 5 5 5 4 4 4 4 61
13 5 4 3 3 5 4 3 5 3 4 4 5 4 4 56
14 4 3 3 5 2 4 3 4 4 5 5 5 5 4 56
15 4 4 4 4 4 4 4 4 4 4 3 5 4 5 57
16 3 4 3 3 4 4 2 4 5 5 4 3 4 3 51
17 4 4 4 5 5 5 2 3 5 4 4 5 4 4 58
18 5 4 5 4 3 4 5 4 5 5 4 3 4 3 58
19 3 4 3 3 4 4 3 3 4 5 3 4 3 3 49
20 5 5 5 5 5 5 5 5 5 5 4 4 4 3 65
21 5 4 5 5 4 4 4 3 3 4 4 4 4 4 57
22 4 4 4 2 5 4 4 4 4 2 4 4 3 4 52
23 5 5 5 5 5 5 5 5 5 5 5 5 5 5 70
24 4 4 3 4 3 3 3 2 3 4 2 4 3 4 46
25 4 4 3 5 4 5 4 5 5 5 4 4 3 4 59
26 5 5 5 4 5 4 5 5 5 5 4 4 4 4 64
27 5 5 5 5 5 5 4 5 5 4 4 4 4 4 64
28 3 5 3 5 3 5 5 5 5 3 3 4 4 4 57
29 4 5 5 5 4 4 3 4 4 5 4 3 3 4 57
30 1 2 1 1 2 2 5 2 5 3 2 1 4 5 36
31 3 2 5 4 4 4 4 5 3 4 3 4 3 4 52
32 3 3 5 3 4 4 5 3 5 4 4 4 4 4 55
33 2 4 4 3 5 4 4 4 4 2 5 5 4 4 54
34 4 4 3 4 3 3 3 2 2 3 4 4 4 4 47
35 4 4 3 5 5 2 4 2 2 4 5 5 5 5 55
36 5 5 5 4 5 4 5 5 5 5 4 5 4 4 65
37 4 4 4 4 5 4 4 4 4 5 4 5 5 4 60
116
38 5 5 5 5 5 5 5 5 5 5 5 4 5 5 69
39 5 4 5 5 5 4 5 5 5 5 5 5 3 4 65
40 3 5 4 5 4 5 4 5 4 4 4 5 4 4 60
41 2 3 3 3 2 3 2 2 2 3 3 5 3 4 40
42 4 4 3 3 4 4 3 4 4 4 4 4 4 4 53
43 4 4 4 4 4 4 4 4 4 4 4 5 4 4 57
44 4 4 4 4 4 4 2 5 5 5 5 5 5 4 60
45 4 4 4 4 4 4 4 4 4 4 3 5 4 5 57
46 3 3 3 3 3 3 4 3 3 3 4 3 4 3 45
47 4 4 4 4 4 4 4 4 4 4 4 5 4 2 55
48 3 3 4 4 3 3 4 4 3 3 4 3 4 3 48
49 2 2 4 4 2 2 3 3 2 2 3 4 3 2 38
50 4 4 4 4 4 4 4 3 4 4 4 4 4 3 54
51 2 4 5 4 4 3 3 4 4 3 2 4 5 4 51
52 3 5 3 4 3 5 5 4 5 5 3 5 5 5 60
53 2 5 3 5 3 5 4 4 5 5 2 5 5 5 58
54 5 5 4 4 4 5 5 5 5 4 5 5 4 4 64
55 5 5 3 2 3 5 5 3 5 4 5 5 5 5 60
56 5 5 4 4 4 5 5 2 5 3 5 5 3 1 56
57 5 4 5 3 5 4 5 4 4 4 5 4 4 3 59
58 4 5 3 3 5 5 4 5 5 5 4 5 3 3 59
59 5 3 5 5 5 3 5 5 3 5 5 3 4 4 60
60 4 4 4 4 4 4 4 4 4 4 4 4 4 4 56
61 1 2 1 5 5 3 5 5 2 4 1 2 5 3 44
62 2 5 3 5 5 5 5 5 5 5 2 5 5 3 60
63 1 4 4 5 5 4 5 5 4 5 1 4 3 2 52
64 5 5 3 4 2 5 5 4 5 5 5 5 5 2 60
65 4 5 4 4 2 5 5 4 5 5 4 5 5 3 60
66 5 5 4 3 5 5 5 5 5 4 5 5 3 2 61
67 2 5 4 4 4 5 4 4 5 5 2 5 5 3 57
68 5 5 5 4 4 5 4 4 5 5 5 5 4 2 62
69 5 5 4 4 4 5 5 5 5 5 5 5 5 3 65
70 3 4 3 3 3 4 4 4 4 5 3 4 5 3 52
71 3 4 4 5 4 4 5 5 4 5 3 4 5 2 57
72 2 4 4 4 5 4 5 5 4 4 2 4 5 4 56
73 5 5 2 2 3 5 3 3 5 3 5 5 5 4 55
74 4 2 3 3 4 3 4 3 2 4 4 2 5 4 47
75 4 3 4 4 4 3 5 4 3 4 4 3 5 4 54
76 5 2 4 5 5 3 5 5 2 5 5 2 5 3 56
117
77 2 5 3 5 4 5 4 4 5 5 2 5 5 4 58
78 3 4 4 4 4 4 5 3 4 5 3 4 5 2 54
79 2 4 5 4 4 4 4 4 4 5 2 4 3 1 50
80 5 5 4 4 4 5 4 3 5 4 5 5 5 2 60
81 5 5 2 5 5 3 5 5 4 5 5 4 2 3 58
82 2 5 4 4 5 4 4 4 4 5 5 4 5 5 60
83 5 5 5 5 4 5 5 5 5 5 5 5 5 5 69
84 5 2 4 4 4 4 4 4 5 4 2 4 4 5 55
85 5 5 5 4 5 5 5 5 5 5 5 5 4 5 68
86 2 5 5 5 5 4 5 5 5 5 4 5 4 4 63
87 5 5 5 5 4 5 5 5 5 5 5 4 4 4 66
88 3 4 3 2 5 3 4 5 3 5 4 5 4 5 55
89 5 5 5 4 5 5 5 5 2 5 5 5 5 4 65
90 2 5 5 5 5 5 5 5 4 5 5 5 5 4 65
91 5 2 5 5 5 5 5 5 4 5 4 5 5 4 64
92 4 5 4 4 5 5 4 4 4 5 5 4 5 5 63
93 2 3 2 1 2 3 2 4 5 2 5 4 2 5 42
94 1 3 4 3 4 5 5 3 4 3 4 2 2 3 46
95 4 5 5 5 5 4 3 5 4 5 5 4 3 3 60
96 2 5 4 4 5 4 5 4 2 5 5 4 4 5 58
97 4 4 5 3 4 5 4 5 4 4 4 5 5 4 60
98 4 5 4 5 5 5 5 5 4 5 4 4 5 3 63
99 4 4 5 5 5 5 3 5 4 5 4 5 5 4 63
100 5 5 4 5 5 4 5 5 4 5 5 4 5 4 65
118
Skor Variabel (Y)
No 1 2 3 4 5 6 7 8 Total
1 5 5 5 5 5 5 5 5 40
2 5 5 5 5 4 4 5 5 38
3 5 5 3 5 3 2 4 5 32
4 5 5 5 5 5 5 5 5 40
5 5 5 5 5 5 5 4 5 39
6 5 5 5 5 4 4 5 5 38
7 5 5 5 5 5 5 5 5 40
8 4 5 5 5 2 2 4 3 30
9 5 5 5 5 4 4 2 5 35
10 5 5 5 5 4 3 5 5 37
11 3 4 3 2 4 4 4 4 28
12 4 4 4 3 4 5 4 5 33
13 4 4 5 4 4 4 4 4 33
14 5 5 4 4 3 4 4 4 33
15 5 5 5 5 5 5 5 5 40
16 4 5 5 5 2 3 3 5 32
17 5 5 4 4 5 5 5 4 37
18 5 5 5 5 4 2 5 5 36
19 5 4 4 4 3 3 4 4 31
20 5 5 5 5 5 5 5 5 40
21 3 4 4 5 5 2 4 4 31
22 3 4 4 4 4 4 4 4 31
23 5 5 5 5 5 5 5 5 40
24 5 4 3 2 3 2 2 1 22
25 5 5 5 5 4 5 5 5 39
26 5 5 5 5 5 5 5 5 40
27 5 4 5 5 4 5 4 5 37
28 5 5 5 5 4 4 5 4 37
29 5 5 5 3 3 4 5 3 33
30 5 5 5 5 1 1 3 4 29
31 5 5 5 5 3 2 5 5 35
32 5 5 5 3 3 4 5 3 33
33 5 5 5 5 1 1 3 4 29
34 5 5 5 5 3 2 5 5 35
35 4 5 4 4 3 5 4 4 33
36 5 5 5 5 4 4 5 5 38
37 5 5 3 5 3 2 4 5 32
119
38 5 3 5 3 4 2 3 4 29
39 5 5 5 5 5 5 5 5 40
40 3 4 3 2 4 4 4 4 28
41 2 5 5 2 4 1 5 5 29
42 2 5 5 2 3 3 5 5 30
43 4 5 5 4 2 4 5 5 34
44 4 5 5 4 4 4 5 5 36
45 4 5 5 4 4 3 5 5 35
46 1 5 5 1 4 3 5 5 29
47 4 5 4 4 3 4 5 4 33
48 3 2 2 3 3 2 2 2 19
49 4 4 4 4 5 4 4 4 33
50 4 3 3 4 4 3 3 3 27
51 5 5 5 3 4 5 4 5 36
52 5 5 3 4 4 5 3 5 34
53 5 5 5 4 4 3 5 4 35
54 4 5 4 3 4 5 4 4 33
55 5 5 5 5 4 5 4 5 38
56 5 5 5 5 4 5 4 5 38
57 4 4 4 4 4 5 4 3 32
58 5 4 2 4 2 4 4 4 29
59 4 4 2 2 4 4 2 4 26
60 4 5 4 5 4 5 5 5 37
61 5 5 4 5 5 3 4 4 35
62 3 3 3 4 4 4 4 4 29
63 5 3 4 3 4 3 3 5 30
64 4 3 4 3 4 3 3 2 26
65 3 3 3 4 4 3 4 4 28
66 5 3 5 3 4 3 5 5 33
67 4 5 4 3 4 5 3 4 32
68 3 2 4 4 4 2 4 3 26
69 5 4 5 4 4 4 5 5 36
70 1 3 1 2 3 3 4 3 20
71 3 3 4 3 4 3 3 4 27
72 4 2 2 3 4 3 4 4 26
73 5 4 5 4 4 5 5 5 37
74 5 3 5 3 4 3 5 5 33
75 5 3 3 4 4 3 5 5 32
76 5 5 4 4 4 4 4 5 35
120
77 4 4 4 4 5 4 4 5 34
78 3 4 2 3 5 3 4 3 27
79 4 4 4 4 5 4 4 4 33
80 4 4 4 4 4 3 4 3 30
81 5 4 5 4 4 5 4 5 36
82 4 5 5 4 4 5 4 4 35
83 4 4 5 4 4 3 4 4 32
84 4 2 3 3 4 4 4 3 27
85 4 4 5 3 3 5 3 4 31
86 4 5 4 5 4 5 4 5 36
87 5 5 5 4 5 5 5 5 39
88 5 4 5 5 5 4 5 5 38
89 5 5 5 4 5 5 5 5 39
90 5 5 5 5 5 5 5 5 40
91 5 5 5 5 5 5 5 5 40
92 5 5 5 5 4 5 5 5 39
93 5 4 5 4 3 4 5 5 35
94 5 5 5 4 4 5 5 5 38
95 5 5 5 5 5 5 5 5 40
96 5 5 5 5 5 5 5 5 40
97 5 5 5 5 5 5 5 5 40
98 4 5 4 3 4 5 3 4 32
99 5 5 5 5 5 5 5 5 40
100 5 5 5 5 5 5 5 5 40
121
OUTPUT SPSS
Frequency Table X1
Pernyataan 1
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 4 4,0 4,0 6,0
Netral 13 13,0 13,0 19,0
Setuju 38 38,0 38,0 57,0
Sangat Setuju 43 43,0 43,0 100,0
Total 100 100,0 100,0
Pernyataan 2
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 11 11,0 11,0 11,0
Netral 17 17,0 17,0 28,0
Setuju 44 44,0 44,0 72,0
Sangat Setuju 28 28,0 28,0 100,0
Total 100 100,0 100,0
Pernyataan 3
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 12 12,0 12,0 13,0
Netral 20 20,0 20,0 33,0
Setuju 30 30,0 30,0 63,0
Sangat Setuju 37 37,0 37,0 100,0
Total 100 100,0 100,0
Pernyataan 4
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 10 10,0 10,0 10,0
Netral 22 22,0 22,0 32,0
Setuju 43 43,0 43,0 75,0
Sangat Setuju 25 25,0 25,0 100,0
Total 100 100,0 100,0
Attachment 3
122
Pernyataan 5
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 3 3,0 3,0 3,0
Tidak Setuju 6 6,0 6,0 9,0
Netral 17 17,0 17,0 26,0
Setuju 40 40,0 40,0 66,0
Sangat Setuju 34 34,0 34,0 100,0
Total 100 100,0 100,0
Pernyataan 6
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 7 7,0 7,0 9,0
Netral 24 24,0 24,0 33,0
Setuju 33 33,0 33,0 66,0
Sangat Setuju 34 34,0 34,0 100,0
Total 100 100,0 100,0
Pernyataan 7
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 3 3,0 3,0 3,0
Netral 14 14,0 14,0 17,0
Setuju 48 48,0 48,0 65,0
Sangat Setuju 35 35,0 35,0 100,0
Total 100 100,0 100,0
Reliability X1
Reliability Statistics Cronbach's
Alpha N of Items
,814 7
Frequency Table X2
Pernyataan 1
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 4 4,0 4,0 5,0
Netral 14 14,0 14,0 19,0
Setuju 37 37,0 37,0 56,0
Sangat Setuju 44 44,0 44,0 100,0
Total 100 100,0 100,0
123
Pernyataan 2
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 12 12,0 12,0 13,0
Netral 18 18,0 18,0 31,0
Setuju 37 37,0 37,0 68,0
Sangat Setuju 32 32,0 32,0 100,0
Total 100 100,0 100,0
Pernyataan 3
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 8 8,0 8,0 9,0
Netral 20 20,0 20,0 29,0
Setuju 35 35,0 35,0 64,0
Sangat Setuju 36 36,0 36,0 100,0
Total 100 100,0 100,0
Pernyataan 4
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 7 7,0 7,0 8,0
Netral 19 19,0 19,0 27,0
Setuju 47 47,0 47,0 74,0
Sangat Setuju 26 26,0 26,0 100,0
Total 100 100,0 100,0
Pernyataan 5
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 8 8,0 8,0 9,0
Netral 14 14,0 14,0 23,0
Setuju 39 39,0 39,0 62,0
Sangat Setuju 38 38,0 38,0 100,0
Total 100 100,0 100,0
Pernyataan 6
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 3 3,0 3,0 3,0
Tidak Setuju 6 6,0 6,0 9,0
Netral 29 29,0 29,0 38,0
Setuju 32 32,0 32,0 70,0
Sangat Setuju 30 30,0 30,0 100,0
Total 100 100,0 100,0
124
Pernyataan 7
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 3 3,0 3,0 3,0
Tidak Setuju 6 6,0 6,0 9,0
Netral 15 15,0 15,0 24,0
Setuju 37 37,0 37,0 61,0
Sangat Setuju 39 39,0 39,0 100,0
Total 100 100,0 100,0
Pernyataan 8
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 3 3,0 3,0 3,0
Netral 23 23,0 23,0 26,0
Setuju 31 31,0 31,0 57,0
Sangat Setuju 43 43,0 43,0 100,0
Total 100 100,0 100,0
Pernyataan 9
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 10 10,0 10,0 10,0
Netral 26 26,0 26,0 36,0
Setuju 36 36,0 36,0 72,0
Sangat Setuju 28 28,0 28,0 100,0
Total 100 100,0 100,0
Reliability X2
Reliability Statistics Cronbach's
Alpha N of Items
,839 9
Frequency Table X3
Pernyataan 1
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 4 4,0 4,0 4,0
Tidak Setuju 16 16,0 16,0 20,0
Netral 13 13,0 13,0 33,0
Setuju 33 33,0 33,0 66,0
Sangat Setuju 34 34,0 34,0 100,0
Total 100 100,0 100,0
125
Pernyataan 2
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 9 9,0 9,0 9,0
Netral 10 10,0 10,0 19,0
Setuju 37 37,0 37,0 56,0
Sangat Setuju 44 44,0 44,0 100,0
Total 100 100,0 100,0
Pernyataan 3
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 3 3,0 3,0 5,0
Netral 23 23,0 23,0 28,0
Setuju 38 38,0 38,0 66,0
Sangat Setuju 34 34,0 34,0 100,0
Total 100 100,0 100,0
Pernyataan 4
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 4 4,0 4,0 6,0
Netral 16 16,0 16,0 22,0
Setuju 40 40,0 40,0 62,0
Sangat Setuju 38 38,0 38,0 100,0
Total 100 100,0 100,0
Pernyataan 5
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 8 8,0 8,0 8,0
Netral 11 11,0 11,0 19,0
Setuju 37 37,0 37,0 56,0
Sangat Setuju 44 44,0 44,0 100,0
Total 100 100,0 100,0
Pernyataan 6
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 3 3,0 3,0 3,0
Netral 14 14,0 14,0 17,0
Setuju 40 40,0 40,0 57,0
Sangat Setuju 43 43,0 43,0 100,0
Total 100 100,0 100,0
126
Pernyataan 7
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 6 6,0 6,0 6,0
Netral 12 12,0 12,0 18,0
Setuju 33 33,0 33,0 51,0
Sangat Setuju 49 49,0 49,0 100,0
Total 100 100,0 100,0
Pernyataan 8
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 6 6,0 6,0 6,0
Netral 15 15,0 15,0 21,0
Setuju 31 31,0 31,0 52,0
Sangat Setuju 48 48,0 48,0 100,0
Total 100 100,0 100,0
Pernyataan 9
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 9 9,0 9,0 9,0
Netral 11 11,0 11,0 20,0
Setuju 34 34,0 34,0 54,0
Sangat Setuju 46 46,0 46,0 100,0
Total 100 100,0 100,0
Pernyataan 10
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 5 5,0 5,0 5,0
Netral 10 10,0 10,0 15,0
Setuju 30 30,0 30,0 45,0
Sangat Setuju 55 55,0 55,0 100,0
Total 100 100,0 100,0
Pernyataan 11
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 10 10,0 10,0 12,0
Netral 13 13,0 13,0 25,0
Setuju 40 40,0 40,0 65,0
Sangat Setuju 35 35,0 35,0 100,0
Total 100 100,0 100,0
127
Pernyataan 12
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 4 4,0 4,0 5,0
Netral 7 7,0 7,0 12,0
Setuju 40 40,0 40,0 52,0
Sangat Setuju 48 48,0 48,0 100,0
Total 100 100,0 100,0
Pernyataan 13
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 3 3,0 3,0 3,0
Netral 18 18,0 18,0 21,0
Setuju 40 40,0 40,0 61,0
Sangat Setuju 39 39,0 39,0 100,0
Total 100 100,0 100,0
Pernyataan 14
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 9 9,0 9,0 11,0
Netral 20 20,0 20,0 31,0
Setuju 50 50,0 50,0 81,0
Sangat Setuju 19 19,0 19,0 100,0
Total 100 100,0 100,0
Reliability X3
Reliability Statistics Cronbach's
Alpha N of Items
,805 14
Frequency Table Y
Pernyataan 1
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 2 2,0 2,0 4,0
Netral 10 10,0 10,0 14,0
Setuju 27 27,0 27,0 41,0
Sangat Setuju 59 59,0 59,0 100,0
Total 100 100,0 100,0
128
Pernyataan 2
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 4 4,0 4,0 4,0
Netral 11 11,0 11,0 15,0
Setuju 24 24,0 24,0 39,0
Sangat Setuju 61 61,0 61,0 100,0
Total 100 100,0 100,0
Pernyataan 3
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 5 5,0 5,0 6,0
Netral 11 11,0 11,0 17,0
Setuju 24 24,0 24,0 41,0
Sangat Setuju 59 59,0 59,0 100,0
Total 100 100,0 100,0
Pernyataan 4
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 7 7,0 7,0 8,0
Netral 18 18,0 18,0 26,0
Setuju 33 33,0 33,0 59,0
Sangat Setuju 41 41,0 41,0 100,0
Total 100 100,0 100,0
Pernyataan 5
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 2 2,0 2,0 2,0
Tidak Setuju 4 4,0 4,0 6,0
Netral 16 16,0 16,0 22,0
Setuju 52 52,0 52,0 74,0
Sangat Setuju 26 26,0 26,0 100,0
Total 100 100,0 100,0
Pernyataan 6
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 3 3,0 3,0 3,0
Tidak Setuju 11 11,0 11,0 14,0
Netral 21 21,0 21,0 35,0
Setuju 26 26,0 26,0 61,0
Sangat Setuju 39 39,0 39,0 100,0
Total 100 100,0 100,0
129
Pernyataan 7
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak Setuju 4 4,0 4,0 4,0
Netral 12 12,0 12,0 16,0
Setuju 37 37,0 37,0 53,0
Sangat Setuju 47 47,0 47,0 100,0
Total 100 100,0 100,0
Pernyataan 8
Frequency Percent Valid Percent
Cumulative
Percent
Valid Sangat Tidak Setuju 1 1,0 1,0 1,0
Tidak Setuju 2 2,0 2,0 3,0
Netral 10 10,0 10,0 13,0
Setuju 30 30,0 30,0 43,0
Sangat Setuju 57 57,0 57,0 100,0
Total 100 100,0 100,0
Reliability Y
Reliability Statistics Cronbach's
Alpha N of Items
,808 8
Regression
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 ,791a ,626 ,614 2,99495
a. Predictors: (Constant), Network Quality (X3) , Sales
Promotion (X1) , Brand Image (X2)
b. Dependent Variable: Customer Satisfaction (Y)
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 1439,065 3 479,688 53,478 ,000b
Residual 861,095 96 8,970
Total 2300,160 99
a. Dependent Variable: Customer Satisfaction (Y)
b. Predictors: (Constant), Network Quality (X3) , Sales Promotion (X1),
Brand Image (X2)
130
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3,065 2,851 1,075 ,285
Sales Promotion (X1) ,334 ,082 ,319 4,052 ,000
Brand Image (X2) ,394 ,069 ,470 5,715 ,000
Network Quality (X3) ,127 ,046 ,182 2,733 ,007
a. Dependent Variable: Customer Satisfaction (Y)
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean ,0000000
Std. Deviation 2,94922581
Most Extreme Differences Absolute ,087
Positive ,065
Negative -,087
Test Statistic ,087
Asymp. Sig. (2-tailed) ,058c
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) 3,065 2,851 1,075 ,285
Sales
Promotion (X1)
,334 ,082 ,319 4,052 ,000 ,627 1,594
Brand Image
(X2)
,394 ,069 ,470 5,715 ,000 ,577 1,734
Network
Quality (X3)
,127 ,046 ,182 2,733 ,007 ,875 1,143
a. Dependent Variable: Customer Satisfaction (Y)
Charts
131
132
Correlations X1
1 2 3 4 5 6 7 Total
1 Pearson
Correlation
1 ,294** ,549** ,207* ,579** ,375** ,315** ,696**
Sig. (2-
tailed)
,003 ,000 ,039 ,000 ,000 ,001 ,000
N 100 100 100 100 100 100 100 100
2 Pearson
Correlation
,294** 1 ,441** ,467** ,408** ,367** ,329** ,686**
Sig. (2-
tailed)
,003
,000 ,000 ,000 ,000 ,001 ,000
N 100 100 100 100 100 100 100 100
3 Pearson
Correlation
,549** ,441** 1 ,454** ,602** ,389** ,325** ,797**
Sig. (2-
tailed)
,000 ,000
,000 ,000 ,000 ,001 ,000
N 100 100 100 100 100 100 100 100
4 Pearson
Correlation
,207* ,467** ,454** 1 ,425** ,197* ,392** ,645**
Sig. (2-
tailed)
,039 ,000 ,000
,000 ,050 ,000 ,000
N 100 100 100 100 100 100 100 100
5 Pearson
Correlation
,579** ,408** ,602** ,425** 1 ,309** ,357** ,774**
Sig. (2-
tailed)
,000 ,000 ,000 ,000
,002 ,000 ,000
N 100 100 100 100 100 100 100 100
6 Pearson
Correlation
,375** ,367** ,389** ,197* ,309** 1 ,264** ,614**
Sig. (2-
tailed)
,000 ,000 ,000 ,050 ,002
,008 ,000
N 100 100 100 100 100 100 100 100
7 Pearson
Correlation
,315** ,329** ,325** ,392** ,357** ,264** 1 ,589**
Sig. (2-
tailed)
,001 ,001 ,001 ,000 ,000 ,008
,000
N 100 100 100 100 100 100 100 100
Total Pearson
Correlation
,696** ,686** ,797** ,645** ,774** ,614** ,589** 1
Sig. (2-
tailed)
,000 ,000 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Attachment 4
133
Correlations X2
1 2 3 4 5 6 7 8 9 Total
1 Pearson
Correlation
1 ,366** ,440** ,248* ,502** ,379** ,443** ,416** ,311** ,683**
Sig. (2-
tailed)
,000 ,000 ,013 ,000 ,000 ,000 ,000 ,002 ,000
N 100 100 100 100 100 100 100 100 100 100
2 Pearson
Correlation
,366** 1 ,471** ,441** ,239* ,420** ,299** ,300** ,375** ,664**
Sig. (2-
tailed)
,000
,000 ,000 ,016 ,000 ,003 ,002 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
3 Pearson
Correlation
,440** ,471** 1 ,550** ,371** ,320** ,348** ,413** ,378** ,720**
Sig. (2-
tailed)
,000 ,000
,000 ,000 ,001 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
4 Pearson
Correlation
,248* ,441** ,550** 1 ,202* ,313** ,383** ,336** ,352** ,638**
Sig. (2-
tailed)
,013 ,000 ,000
,044 ,002 ,000 ,001 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
5 Pearson
Correlation
,502** ,239* ,371** ,202* 1 ,353** ,566** ,492** ,239* ,664**
Sig. (2-
tailed)
,000 ,016 ,000 ,044
,000 ,000 ,000 ,017 ,000
N 100 100 100 100 100 100 100 100 100 100
6 Pearson
Correlation
,379** ,420** ,320** ,313** ,353** 1 ,157 ,376** ,269** ,608**
Sig. (2-
tailed)
,000 ,000 ,001 ,002 ,000
,118 ,000 ,007 ,000
N 100 100 100 100 100 100 100 100 100 100
7 Pearson
Correlation
,443** ,299** ,348** ,383** ,566** ,157 1 ,410** ,344** ,665**
Sig. (2-
tailed)
,000 ,003 ,000 ,000 ,000 ,118
,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
8 Pearson
Correlation
,416** ,300** ,413** ,336** ,492** ,376** ,410** 1 ,464** ,696**
Sig. (2-
tailed)
,000 ,002 ,000 ,001 ,000 ,000 ,000
,000 ,000
134
N 100 100 100 100 100 100 100 100 100 100
9 Pearson
Correlation
,311** ,375** ,378** ,352** ,239* ,269** ,344** ,464** 1 ,623**
Sig. (2-
tailed)
,002 ,000 ,000 ,000 ,017 ,007 ,000 ,000
,000
N 100 100 100 100 100 100 100 100 100 100
Total Pearson
Correlation
,683** ,664** ,720** ,638** ,664** ,608** ,665** ,696** ,623** 1
Sig. (2-
tailed)
,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Correlations X3
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Tot
al
1 Pearson
Correlation
1 ,31
2**
,38
5**
,20
5*
,23
7*
,31
9**
,16
8
,23
0*
,22
9*
,21
7*
,60
5**
,24
8*
,11
8
,05
6
,614**
Sig. (2-
tailed)
,00
2
,00
0
,04
0
,01
7
,00
1
,09
5
,02
2
,02
2
,03
0
,00
0
,01
3
,24
3
,57
7
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
2 Pearson
Correlation
,31
2**
1 ,26
6**
,27
1**
,29
5**
,63
4**
,20
5*
,30
2**
,49
9**
,35
6**
,28
7**
,48
5**
,17
8
,01
1
,677**
Sig. (2-
tailed)
,00
2
,00
8
,00
6
,00
3
,00
0
,04
1
,00
2
,00
0
,00
0
,00
4
,00
0
,07
6
,91
0
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
3 Pearson
Correlation
,38
5**
,26
6**
1 ,44
8**
,43
5**
,36
6**
,26
9**
,40
4**
,19
4
,26
8**
,28
1**
,22
0*
,04
1
-
,01
4
,617**
Sig. (2-
tailed)
,00
0
,00
8
,00
0
,00
0
,00
0
,00
7
,00
0
,05
3
,00
7
,00
5
,02
8
,68
3
,88
7
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
4 Pearson
Correlation
,20
5*
,27
1**
,44
8**
1 ,36
9**
,28
4**
,24
1*
,41
6**
,04
1
,44
2**
,01
4
,13
5
,22
0*
-
,03
4
,535**
Sig. (2-
tailed)
,04
0
,00
6
,00
0
,00
0
,00
4
,01
6
,00
0
,68
5
,00
0
,89
2
,18
2
,02
8
,73
4
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
5 Pearson
Correlation
,23
7*
,29
5**
,43
5**
,36
9**
1 ,23
3*
,29
2**
,53
3**
,04
7
,32
0**
,19
8*
,08
9
,08
6
,08
5
,565**
Sig. (2-
tailed)
,01
7
,00
3
,00
0
,00
0
,01
9
,00
3
,00
0
,64
1
,00
1
,04
8
,37
7
,39
4
,40
1
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
135
6 Pearson
Correlation
,31
9**
,63
4**
,36
6**
,28
4**
,23
3*
1 ,24
4*
,38
8**
,60
8**
,33
7**
,20
6*
,49
2**
,22
3*
-
,00
3
,699**
Sig. (2-
tailed)
,00
1
,00
0
,00
0
,00
4
,01
9
,01
5
,00
0
,00
0
,00
1
,04
0
,00
0
,02
6
,97
4
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
7 Pearson
Correlation
,16
8
,20
5*
,26
9**
,24
1*
,29
2**
,24
4*
1 ,40
6**
,23
4*
,36
0**
,05
5
-
,04
7
,14
1
-
,09
4
,457**
Sig. (2-
tailed)
,09
5
,04
1
,00
7
,01
6
,00
3
,01
5
,00
0
,01
9
,00
0
,58
8
,64
4
,16
1
,35
3
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
8 Pearson
Correlation
,23
0*
,30
2**
,40
4**
,41
6**
,53
3**
,38
8**
,40
6**
1 ,31
8**
,49
9**
,13
7
,19
2
,10
6
,07
4
,662**
Sig. (2-
tailed)
,02
2
,00
2
,00
0
,00
0
,00
0
,00
0
,00
0
,00
1
,00
0
,17
3
,05
6
,29
5
,46
5
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
9 Pearson
Correlation
,22
9*
,49
9**
,19
4
,04
1
,04
7
,60
8**
,23
4*
,31
8**
1 ,27
2**
,09
9
,33
6**
,00
6
,00
3
,515**
Sig. (2-
tailed)
,02
2
,00
0
,05
3
,68
5
,64
1
,00
0
,01
9
,00
1
,00
6
,32
7
,00
1
,95
4
,97
8
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
10 Pearson
Correlation
,21
7*
,35
6**
,26
8**
,44
2**
,32
0**
,33
7**
,36
0**
,49
9**
,27
2**
1 ,05
0
,20
2*
,26
9**
-
,02
8
,596**
Sig. (2-
tailed)
,03
0
,00
0
,00
7
,00
0
,00
1
,00
1
,00
0
,00
0
,00
6
,62
0
,04
4
,00
7
,78
0
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
11 Pearson
Correlation
,60
5**
,28
7**
,28
1**
,01
4
,19
8*
,20
6*
,05
5
,13
7
,09
9
,05
0
1 ,22
1*
,05
5
,13
6
,478**
Sig. (2-
tailed)
,00
0
,00
4
,00
5
,89
2
,04
8
,04
0
,58
8
,17
3
,32
7
,62
0
,02
7
,58
9
,17
8
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
12 Pearson
Correlation
,24
8*
,48
5**
,22
0*
,13
5
,08
9
,49
2**
-
,04
7
,19
2
,33
6**
,20
2*
,22
1*
1 ,15
3
,09
6
,501**
Sig. (2-
tailed)
,01
3
,00
0
,02
8
,18
2
,37
7
,00
0
,64
4
,05
6
,00
1
,04
4
,02
7
,13
0
,34
4
,000
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
13 Pearson
Correlation
,11
8
,17
8
,04
1
,22
0*
,08
6
,22
3*
,14
1
,10
6
,00
6
,26
9**
,05
5
,15
3
1 ,20
7*
,356**
Sig. (2-
tailed)
,24
3
,07
6
,68
3
,02
8
,39
4
,02
6
,16
1
,29
5
,95
4
,00
7
,58
9
,13
0
,03
9
,000
136
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
14 Pearson
Correlation
,05
6
,01
1
-
,01
4
-
,03
4
,08
5
-
,00
3
-
,09
4
,07
4
,00
3
-
,02
8
,13
6
,09
6
,20
7*
1 ,201*
Sig. (2-
tailed)
,57
7
,91
0
,88
7
,73
4
,40
1
,97
4
,35
3
,46
5
,97
8
,78
0
,17
8
,34
4
,03
9
,045
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
Tot
al
Pearson
Correlation
,61
4**
,67
7**
,61
7**
,53
5**
,56
5**
,69
9**
,45
7**
,66
2**
,51
5**
,59
6**
,47
8**
,50
1**
,35
6**
,20
1*
1
Sig. (2-
tailed)
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,00
0
,04
5
N 10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Correlations Y
1 2 3 4 5 6 7 8 Total
1 Pearson
Correlation
1 ,355** ,437** ,614** ,110 ,286** ,210* ,345** ,642**
Sig. (2-
tailed)
,000 ,000 ,000 ,276 ,004 ,036 ,000 ,000
N 100 100 100 100 100 100 100 100 100
2 Pearson
Correlation
,355** 1 ,554** ,445** ,037 ,330** ,386** ,480** ,673**
Sig. (2-
tailed)
,000
,000 ,000 ,717 ,001 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100
3 Pearson
Correlation
,437** ,554** 1 ,438** ,141 ,232* ,490** ,521** ,716**
Sig. (2-
tailed)
,000 ,000
,000 ,163 ,020 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100
4 Pearson
Correlation
,614** ,445** ,438** 1 ,167 ,205* ,328** ,441** ,692**
Sig. (2-
tailed)
,000 ,000 ,000
,096 ,041 ,001 ,000 ,000
N 100 100 100 100 100 100 100 100 100
5 Pearson
Correlation
,110 ,037 ,141 ,167 1 ,520** ,336** ,287** ,500**
Sig. (2-
tailed)
,276 ,717 ,163 ,096
,000 ,001 ,004 ,000
N 100 100 100 100 100 100 100 100 100
6 Pearson
Correlation
,286** ,330** ,232* ,205* ,520** 1 ,283** ,354** ,639**
137
Sig. (2-
tailed)
,004 ,001 ,020 ,041 ,000
,004 ,000 ,000
N 100 100 100 100 100 100 100 100 100
7 Pearson
Correlation
,210* ,386** ,490** ,328** ,336** ,283** 1 ,533** ,660**
Sig. (2-
tailed)
,036 ,000 ,000 ,001 ,001 ,004
,000 ,000
N 100 100 100 100 100 100 100 100 100
8 Pearson
Correlation
,345** ,480** ,521** ,441** ,287** ,354** ,533** 1 ,739**
Sig. (2-
tailed)
,000 ,000 ,000 ,000 ,004 ,000 ,000
,000
N 100 100 100 100 100 100 100 100 100
Total Pearson
Correlation
,642** ,673** ,716** ,692** ,500** ,639** ,660** ,739** 1
Sig. (2-
tailed)
,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).