the influence promotion, place and price towards...

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THE INFLUENCE PROMOTION, PLACE AND PRICE

TOWARDS CUSTOMERS’ SATISFACTION

(Case: Lotte Mart Wholesale Serpong)

By:

Muhammad Iqbal Almaududi

1111081200002

DEPARTMENT OF MANAGEMENT

INTERNATIONAL CLASS PROGRAM

FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1439 H/2018 M

5

CURRICULUM VITAE

Muhammad IqbalAlmaududi (Iqbal)

Date of birth : Tangerang, October 5th 1993

Nationality : Indonesia

Address : Jl. Tongkol Raya No. 124 Tangerang, Banten

Contact : [email protected]

+62856 9494 3651

Education

20013-

Present

Northern University of Malaysia, Sintok, Malaysia

Bachelor of International Business Management; GPA: 3.06/4.0

Concentration: International Business

Relevant Courses: Strategic Management, International Business, International

Management, Human Resource Management, International

Marketing

2011-2013 SyarifHidayatullah State Islamic University, Jakarta, Indonesia

Bachelor of Economics in Management (International Class), GPA; 3.10/4.0

Relevant Courses: Marketing Management, Principles of Management, Human

Resource Management

Work Experience

September

2012-June

2013

InsanSakinah Boarding School, Tangerang, Indonesia

• Teacher of Mathematic and Sociology

• Taught student with practical experience, going to nature

mailto:[email protected]

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Leadership Roles

July

2012-July

2014

TangerangYouth Forum,Tangerang, Indonesia

President

• Held leadership training and team building for 30+Tangerangteenagers

• Consolidated some youth organization into a bigger united organization

Honors and Awards

May 2014 Essay Writing Contest– Global Business Transformation, Northern

University of Malaysia, Malaysia

• Champion –Honored forfavorite essay

October

2014

Entrepreneurial Action Us (Enactus), Beijing, China

• Semi-finalist of Enactus World Cup

Volunteer Work

July 2013-

January

2015

Enactus – Back2bag Project, Kedah, Malaysia

• Empowered disabled people to get personal income

Skills and Other Information

Languages • Fluent in English, Indonesia and Malay Language

Computer

Skills

• MS-Office literacy

• Time Management, Responsibility, Adaptability

Interest • Leadership, Entrepreneurship, Sustainability, Badminton

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ABSTRACT

This research aims to analyze the influence of promotion, place and price

towards customer satisfaction of Lotte Mart Serpong. Convenience sampling method

has been selected in order to obtain data in this research. This study uses 50

respondents and all respondents are Lotte Mart Serpong customers who shop at Lotte

Mart Serpong. The analytical method used is multiple linier regressions. The results

of this research show that promotion, place and price simultaneously have significant

influence towards customer satisfaction. Partially, promotion, place and price have

significant influence towards customer satisfaction.

Keywords: Promotion, Place, Price, Lotte Mart

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ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, tempat dan

harga terhadap kepuasan pelanggan Lotte Mart Serpong. Metode convenience

sampling telah dipilih untuk memperoleh data dalam penelitian ini. Penelitian ini

menggunakan 50 responden dan keseluruhan responden adalah pelanggan Lotte Mart

Serpong yang berbelanja di Lotte Mart Serpong. Metode analisis yang digunakan

adalah multiple linier regression. Hasil penelitian menunjukkan bahwa promotion,

place dan price berpengaruh secara simultan terhadap customer satisfaction. Secara

parsial promotion, place dan price berpengaruh signifikan terhadap customer

satisfaction.

Kata kunci: Promosi, Tempat, Harga, Lotte Mart

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FOREWORD

Bismillahirahmaanirrahim,

Alhamdulillah, my praise and gratitude to Allah SWT, the almighty creator of

the universe who always gives his grace, guidance and blessing infinite, so that I able

to finish the paper with the title “The Influence of Promotion, Place and Price toward

Customers Satisfaction” as one of the requirement for completing my Bachelor

Degree, in Management Major Faculty of Economy and Business Islamic State

University Syarif Hidayatullah Jakarta.

In the process of the preparation of this thesis, the author realized that this

thesis is far from perfect. Therefore, in this moment the author apologizes for all

mistakes that exist in this paper. In order to complete this thesis, the author gets

valuable assistance in form of material and moral from various parties. On this

occasion, with all humility there is no better word to conveyed, except sincere thanks

to:

1. My Mother Ria Rosita and my father Alfian Tanjung, who have relentlessly

gives a beautiful prayer, passion and motivation for me, especially in order to

completing my degree and finishing this paper. Without full support from

both of you I would never be able to complete this thesis.

2. Dr. M. Arief mufraini, Lc., Msi., as the Dean of Faculty Economic and

Business of UIN Syarif Hidayatullah.

3. Leis Suzanawati, SE, M. Si as my thesis supervisor, thank you for your

advice, knowledge and time that you have shared to me.

4. All the lecturers who have taught me patiently, hopefully what they have

given to me are replaced with endless bless from Allah SWT almighty and all

staff UIN Syarif Hidayatullah Jakarta, a lot of thanks for Mr. Mardani Bonyx

and Mr. Sony that have provided me with a lot of information and all support

to complete my study.

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5. All my friends from International Management 2011, Azmy Azizah,

Ayatullah Albanna, Fatimah Az-Zahra, Zainab Al-Ghazali, Zian, Rozi, Vidro,

Maulidan, Uji, Rendy, Ima and Balgis. To all of my friends from International

Accounting 2011, Natan, Siti, Dian, Depe, Ilma, Sinta, Maya, Arif, Taufik,

Erwin, Didit, Yusuf. Thanks for all memorable moment that cannot be

replaced.

Finally, the author expect for any critics as well as suggestion that could improve

the content of this thesis. Hopefully this thesis could be worthwhile for all of us.

Aamiin.

Jakarta, 25 Mei 2018

(Muhammad Iqbal Almaududi)

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LIST OF CONTAINS

ACCEPTANCE LETTER………………………………………………………….i

CERTIFICATION OF THESIS EXAM…………………………………………..ii

CERTIFICATION OF COMPREHENSIVE EXAM…………………………….iii

AUTEHENTICITY SCIENTIFIC WORK STATEMENT………………………iv

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

ABSTRACT……………………………………………………………………...vii

ABSTRAK………………………………………………………………………viii

FOREWORD……………………………………………………………………..ix

LIST OF CONTAINS……………………………………………………………..x

LIST OF FIGURES…………………………………………………………………

CHAPTER I INTRODUCTION

A. Background………………………………………………..1

B. Problem Definition………………………………………...3

C. Research Objectives……………………………………….3

D. Benefit of Research………………………………………..3

CHAPTER II LITERATURE REVIEW

A. Theory Development

1. Promotion………………………………………….6

2. Place……………………………………………….8

3. Price………………………………………………10

4. Customer Satisfaction……………………………12

B. Previous Research………………………………………..13

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C. Logical Framework………………………………………20

D. Hypothesis………………………………………………..21

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research………………………………………..22

B. Sampling Method………………………………………...22

1. Population………………………………………..22

2. Sample…………………………………………....23

C. Data Collection Method

1. Primary Data……………………………………..24

2. Secondary Data…………………………………..26

D. Data Quality Test

1. Validity Test……………………………………...27

2. Reliability Test…………………………………...27

E. Classic Assumption Test

1. Normality Test…………………………………...28

2. Multicollinearity Test…………………………….29

3. Heteroscedascity Test…………………………….30

F. Determination Coefficient………………………………..30

G. Hypothesis Test

1. F-test……………………………………………...31

2. T-test……………………………………………..32

H. Multiple Linier Regression Analysis………………….....34

I. Research Variable Operation…………………………….35

CHAPTER IV ANALYSIS

A. General Overview………………………………………..34

B. Lotte Mart Wholesale Logo……………………………...35

C. Lotte Mart Vision and Mission…………………………..35

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D. Analysis and Discussion…………………………………37

1. Validity Test Result………………………………37

2. Reliability Test Result……………………………38

E. Descriptive Analysis Discussion…………………………40

F. Classical Assumption Test

1. Normality Test…………………………………...47

2. Multicollinearity Test…………………………….49

3. Heteroscedasticity Test…………………………..50

G. Multiple Linier Regression Analysis…………………….51

H. Coefficient of Determination…………………………….53

I. Hypothesis Test

1. T-test……………………………………………..54

2. F-test……………………………………………...56

J. Analysis…………………………………………………..57

CHAPTER V CONCLUSION AND RECOMMENDATION

A. Conclusion………………………………………………..59

B. Recommendation

1. For Company……………………………………..60

2. For future research……………………………….61

REFERENCES…………………………………………………………………...62

LIST OF APPENDICES…………………………………………………………63

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CHAPTER I

INTRODUCTION

A. Background of the Study

Retail companies has recently become a hot topic in several media in

Indonesia. One of them reported by tribunnews.com, they mention the retail company

has begun to expand outside of Java. The rise of retail businesses enabled

entrepreneurs to expand outside of Java. It became a way to expand the distribution

channels for the company.

One of them is Lotte Mart Indonesia. One of the largest retail company in

Indonesia will open soon a new outlet in some areas on 2016. At the end of

December 2015, Lotte Mart Indonesia already has 41 outlets. 14 outlets Hypermarket

concept, 25 outlets Wholesale concept, and 2 outlets Supermarket concept.

In tribunenews.com also, M. Yudi (Marketing Director Lotte Mart) said that

the type of wholesale outlets still account for the largest contribution to this company,

that is 70 % of total sales. These numbers show thatoutlet Wholesale has a power

sales higher than other outlets. Plus, Wholesale outlets have so many business

partners. Business Partners who maintained a membership system to facilitate the

spread promotion by Lotte Mart.Usually, being customer Lotte Mart Wholesale is,

people who perform Business to Business (B2B).

One of Lotte Mart Wholesale is very well known in Java that is Lotte Mart

Wholesale in Alam Sutera Serpong.Lotte Mart Serpong is the seventh of outlet

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wholesale in history of this company. Lotte Mart Serpong, has 40,000-50,000

potential members, ranging from merchant retail stores, hotels, restaurants, caterers,

cafes, as well as office supplies and other institutions. Lotte Mart Wholesale outlets is

very beneficial for business partners engaged in the B2B (Business to Business). In

order to fulfill business partners need, Lotte Mart Serpong provide quality products at

competitive prices. So that could help, serve, and to develop the small and medium

entrepreneurs (small and medium enterprise) in Serpong.

But, the authors need to explore further, regarding the existence of Lotte

Mart Serpong. Because the business world is very tight competition. Then the author

interviewed Mrs. Arlinawati as Admin Goods Receiving at Lotte Mart, producing

some things that need to be listened to. First, Lotte Mart feel very match, even felt

there was one level below Indogrosir for Tangerang area. Second, the cause of Lotte

Mart under Indogrosir is, because Lotte does not have a good pricing strategy, and

also a way of promotion unnoticeable even rare than Indogrosir. Then finally, about

Place. Lotte Mart serpong is in the middle of a residential, which they are the end

consumer. Unlike the Indogrosir which is close to the merchants who will sell the

goods back. The writer needs to investigate price, promotion and place is an obstacle

for Lotte Mart Serpong today.

Departing from the above description, the phenomenon of the outlet

Wholesale marketing mix, it becomes increasingly important to note. Therefore, the

title of this study is "The Influence of Promotion, Place and Price toward

Costumers' Satisfaction".

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B. Problem Definition

Based on the background above, this research has the formulation of the

problem as follows:

1. Does promotion influence customer satisfaction?

2. Does place influence customer satisfaction?

3. Does price influence customer satisfaction?

4. Do promotion, place and price influence customer satisfaction

simultaneously?

C.Objectives of the Study

To be more specific, the study was undertaken in order to:

1. To analyze the influence of promotion to customer satisfaction.

2. To analyze the influence of place to customer satisfaction.

3. To analyze the influence of price to customer satisfaction.

4. To analyze the influence of promotion, place and price to customer

satisfaction simultaneously.

D. Benefits of the Study

This research will provide the following benefits:

1. For the Universities

Results of research for the University, could increase the library

collections of UIN Syarif Hidayatullah Jakarta as study materials as

well as a comparison of research in the future to similar problems.

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2. For the Company

The results of this study are expected to be used as consideration for

the company's management in setting the company's policy for the

foreseeable future, so that the sales target is expected to be achieved

with the right strategy.

3. For the Research

The results of this study are expected to be useful for

researchers to increase knowledge about the factors that

influence customer satisfaction.

4. For further research

As additional reference materials in reviewing issues related to

promotion, place, price and customers’ satisfaction.

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CHAPTER II

LITERATURE REVIEW

A. Theory Development

This chapter will be focusing on understanding the definition and theory

which are related with the research. And continue with the elaboration of the

influence of Promotion, Place and Price towards customer satisfaction.

1. Marketing Mix (4P’s)

Marketing is a set of steps that deliver value that could be remembered

by customers and can create a relationship with customers as well as

providing benefits to the organization (Armstrong & Kotler, 2011).

Marketing mix is part of an effective marketing strategy if a company

would like to market its products through 4 important elements which are

product, price, place, promotion (Kotler & Keller, 2009).

Bay, Petrizzi & Gill (2008) confirmed that when organizations apply

marketing mix in their business, it will help to increase sales and profits of

their organization, hence, achieving their marketing target. Elements in

marketing mix; namely, product, price, place, and promotion (4P's) are the

controllable tools that will contribute to customers’ satisfaction (Shankar &

Chin, 2011, Sable 2013).

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a. Promotion

According to Kotler and Armstrong (2012:76), “promotion means

activities that communicate the merits of the product and persuade target

customers to buy it”

According to Rangkuti (2010), "promotion is the sales and marketing

activities in order to inform and encourage demand for products, services,

and ideas of the company by influencing consumers in order to purchase

the products and services produced by the company."

According to Rangkuti (2010), in general promotional activities must

base the following objectives:

1) Behavior modification

Promotional activities aimed at trying to change consumer

behavior by creating a good impression of the product and encourage

the purchase of products by consumers, so that consumers who do not

receive a product of would be loyal to the product.

2) To inform

Promotional activities are to provide information regarding

price, quality, and terms of buyers, usability and distinctive product to

the market that is intended to assist consumers in making the decision

to buy.

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3) To persuade

Promotional activities that encourage and encourage consumers to

purchase a product offered. Companies prefer the creation of a positive

impression to consumers for a promotion may affect the behavior of

shoppers in a long time.

4) To remind

Promotional activities that are reminiscent of this is done to maintain

the brand product in the heart of the community, and retain buyers

who will make purchases on an ongoing basis.

In the promotion, there is promotional mix. According to Kotler

(2012: 432), Promotion mix is the specific blend of promotion tools that the

company uses to persuasively communicate customer value and build

customer relationships. The promotional mix consists of five (5) promotional

tools, namely:

1) Advertising, namely all forms of presentation, and promotion of non

personal paid by sponsors to present their ideas, goods or services.

Advertising is regarded as the image management that aims to create

and nurture creativity and meaning in the minds of consumers. Form

of promotion that are used include audio visual, brochures poster,

billboard, and other forms.

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2) Sales promotion, short-term incentives to encourage the purchase or

sale of a product or service. Form of promotion that is used includes

discounts, coupons, displays, demonstrations, contests and events.

3) Personal selling, which is personal presentation by salesperson with

the aim of generating sales and building relationships with consumers.

Form of promotion that are used include presentations, trade shows,

and incentive programs.

4) Public relations, namely to build a good relationship with various

public companies in order to obtain favorable publicity, build a good

corporate image, and handling or straightening rumors, stories, and

events that are not profitable. Forms of promotion that are used

include press releases, sponsorships, special events, and web pages.

5) Direct marketing, which is direct connection with the target consumer

for the purpose of obtaining an immediate response and cultivate

lasting relationships with consumers. Forms of promotion that are used

include catalogs, telephone marketing, kiosks, internet, mobile

marketing, and more.

b. Place

According to Kotler & Armstrong (2006), defined place or distribution

as a set of interdependent organizations involved in the process of making

a product available for use or consumption by consumers. The concept of

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place is related to the availability of a product to a customer (Armstrong &

Kotler, 2006).

According to Tjiptono (2008), defined place is where the company

operates or where the company to produce goods and services in terms of

economic importance. Affordability location and smoothness access

should be considered.

Distribution includes all activities by the company to create a product

may be obtained and made available to target consumers (Kotler, 2000).

There are three main aspects relating to the decisions of the distribution.

These aspects are:

1) Transportation systems, including in the transport system or

transport, among others, the decision on the selection tool (ships,

trucks), the determination of the delivery schedule, determining the

route that must be taken, and so on.

2)The storage system, the storage system, the marketing department

must determine the location of the warehouse, the type of equipment

used to handle material and other equipment.

3)Selection of distribution channels, regarding decisions about the use

of the distribution (wholesalers, retailers, agents) and how to establish

good cooperation with the dealer (Cravens, 1999).

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Figure 2.1

Common Channels of Distribution

Source: Cravens (1999)

c. Price

Price is the value that is charged against the service or product

provided to a customer. Price impacts significantly on customer’s

psychology and helps to decide to repurchase a product (Kotler, 2008).

Price can be stated as the actual or rated value of a valuable product which

is up for exchange; some define it as amount of money paid for product

(Kotler, 2005).

Pricing objectives should be derived from overall marketing

objectives, which in turn should be derived from corporate objectives. The

most common pricing objectives include achieving a targeted return on

investment and market share, stabilizing of price and margin, and meeting

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or preventing competition. In addition, the success or failure of a business

can hinge upon how pricing decisions integrate with the firm’s cost-

marketing strategy, business condition, demand, product variables,

channel distribution and general resources (Peter & Donnelly, 2008).

Price is a major factor behind satisfaction & product loyalty because a

customer carefully perceives if he is getting the most benefit from the

product against his spending (Peter & Donnely, 2007).

According to Kotler & Amstrong (2012) in research Rosvita Lembang

(2014: 36), indicators of price are:

1) Suitability prices with quality of products. Before buying,

consumers will see the price in advance. And at that moment,

consumers would think about the prices offered have compatibility

with the product to be purchased.

2) Price list is information regarding the price of the products offered

in order for consumers to consider buying.

3) Special discounts, provided by the company to the consumer at the

time of a particular event.

4) Perceived price, which is customers' perception of the price

received (whether high, low or fair).

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d. Customer Satisfaction

Referring to Schiffman & Kanuk (2004), customer satisfaction, in

business term, is a measure of how products and services supplied by a

business organization meet or surpass customer expectation.

Hill (2007), describes the keywords of a customer satisfaction,

satisfaction is a label that is best suited to determine the level of feelings and

attitudes about a customer experience that happened to an organization. Thus,

customer satisfaction can be said to be a response or label owned by a

customer as an assessment of a product / service with a comparison between

expectations and experience.

Customer satisfaction is important for the company. Consumers who

are satisfied, is shown through his attitude, after consumers acquire and use

products and / or services (Mowen and Minor, 2002). Consumer satisfaction

can be attributed to consumer expectations. Consumer satisfaction is felt at

least give the same results or exceed consumer expectations. Therefore, it is

very important for companies to consider the factors that affect customer

satisfaction (Mowen and Minor, 2002).

According to Kotler (2009), customer satisfaction can be measured in

several ways, satisfaction can be measured by asking directly to consumers by

using a scale and the other way is to ask respondents to make a list of the

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problems faced and make the suggested list for improvement. The indicators

used to measure customer satisfaction according to Kotler (2009) are:

1) Quality given according to the promise

2) Good service and give satisfaction for consumers.

According to Irawan (2008: 9), indicators of customer satisfaction are:

1) Overall service satisfaction

2) Recommending to another customer

3) Will buy / use the services again

B. Previous Research

The following description of previous research that became the foundation of

this research:

Table 2.1

Previous Research

Researcher Research Title Research Result

Sampurnaningtyas (2003) "Analysis of the influence

products, distribution

channels, promotion, and

price toward customer

satisfaction (Tobacco

The results of the study,

there was a strong influence

on the product, place,

promotion and price to

customer satisfaction.

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Products Djarum)" That's why a lot of people

who bought cigarettes from

the Djarum company.

Lim (2005) “The Influence marketing

mix toward customer

satisfaction in XL Prepaid

cards”

The results of the research,

promotion and pricing in

the telecommunications

business is a variable that is

a strong influence on


Darmayana (2005) "Analysis of marketing mix

factors that influence

consumer satisfaction

homebuyers upper-middle

type, in Ngaglik, Sleman"

Marketing mix factors

simultaneously and

partially have a significant

influence on customer

satisfaction homebuyers.

And also, the promotion

and the price variable is a

variable that has dominant


satisfaction.

Ferdinand (1999) "Analysis of Marketing Mix The result is variable

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Influencing Purchasing

Decisions Automotive

Lubricants Brands

MesranPertamina Prima in

Yogyakarta"

product, price, distribution

channels, and promotional

influence purchasing

decisions automotive

lubricants brand

pertaminaMesran in D.I.Y

individually and together

are very significant and

have a positive direction

and variable products all

have the most dominant

influence in influencing

purchasing decisions.

Tony Wijaya and Lita

Irawati (2004)

“Research on influence

perceptions of service

quality and customer

satisfaction toward purchase

decision”

The result is obtained the

conclusion that Service

Quality perception and

satisfaction together

significantly influence to

purchase intention and

Service Quality Perception

are influential significant

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to purchase intention.

Tugiono (2002) “Analysis of Influence

Marketing Mix Against

Decision to Purchase Fast

Food Products

Mcdonald's in Surakarta”

The result is product

variable, price, channel

distribution, and

promotion affect fast food

purchasing decisions

McDonald's in Surakarta

individually and

collectively significant and

have all positive direction

and promotion variable

has the most dominant

influence on purchasing

decisions and is

appropriate

with an early assumption

of the hypothesis

Mustikasari (2000) “Analysis of Marketing mix

PITI user satisfaction and

consumer focused

The result is research that

PITI and user satisfaction

consumer focused

30

Information” information is influenced

by product and factors

price.

Natalia (2005) “Analysis of Factors

Affecting Customer

Satisfaction of Membership

Card Kafe Excelso at Plaza

Tunjungan Surabaya”

The result is There are 5

(five) factors that influence

customer satisfaction card

holder of Excelso Card at

Plaza Tunjungan -

Surabaya. Among the five

factors, the dominant

factor affecting customer

satisfaction of card holder

of Excelso Card's café at

Plaza Tunjungan-Surabaya

is the situation factor,

because it gives the

biggest influence

(contribution) that is

14,182%. Conversely, the

factor that has the least

influence among the five

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factors is the factor of

product quality with a

contribution of 8.644%.

Widya Budi (2006) "Analysis the influence

marketing mix towards

consumer satisfaction, Case

study Alfamart Serang"

Marketing mix factors

simultaneously and

partially have a significant


satisfaction. And also, the

promotion and the price

variable is a variable that

has dominant influence on


Yuliarmi (2007) "Analysis factors that affect

customer satisfaction on

service PDAM Denpasar"

The result is customer

satisfaction of PDAM

Kota Depasar is measured

based on the continuity of

water is in the category of

low satisfaction level, the

water meter record is in

the category of medium

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This research same goes to Sampurnaningtyas research on 2003, which different on

object and time of research. Where Sampurnaningtyas object is Tobacco Djarum on

2003, but this research on Lotte Mart Serpong on 2018.

satisfaction level, the

payment location is in the

category of high

satisfaction level and the

speed of complaint

handling is in the category

of low satisfaction level.

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C. Logical Framework

Figure 2.2

Lotte mart

“The Influence Promotion, Place and Price towards

Customers’ Satisfaction”

Independent

Variable

X1: Promotion

X2: Place

X3: Price

Dependent Variable

Y: Customer

Satisfaction

Data Quality Test

1. Validity Test

2. Reliability Test

Classic Assumption

1. Normality Test 2. Multicollinearity Test

3. Heteroscedascity Test

Hypothesis Test

1. F – Test

2. T – Test

Multiple Linier Regressions

Coefficient of Determination

(Adjusted R2)

3. F – Test

4. T – Test Conclusion

Recommendation

5. F – Test 6. T – Test

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D. Hypothesis

From the explanation concern with this research, hypothesis can be

formulated as follows:

Ha1 : Promotion doesn’t influence customer satisfaction.

H01 : Promotion influences customer satisfaction.

Ha2 : Place doesn’t influence customer satisfaction.

H02 : Place influences customer satisfaction.

Ha3 : Price doesn’t influence customer satisfaction.

H03 : Price influences customer satisfaction.

Ha4 : Promotion, Place and Price don’t influence customer

satisfaction.

H04 : Promotion, Place and Price influences customer satisfaction.

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CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This research is empirical study of research testing to prove the

influence of promotion, place and price toward customers’ satisfaction. Scopes

of research for this study are as follows:

1. The focus of the author in this study is the influence of promotion,

place and price toward customers’ satisfaction.

2. The location and the objects to be examined are the customers of

Lotte Mart Serpong that located in Alam Sutera Serpong period

July 2016.

3. For the purpose of the study, researcher employs customers’

satisfaction (Y) and promotion (X1), place (X2) and price (X3)

B. Sampling Method

1. Population

The population of this study covers the customers of Lotte Mart

Serpong wholesale market. The reason why researcher chooses this population

because the researcher wants to know the influence of promotion, place and

price toward customers’ satisfaction of Lotte Mart Serpong.

A population is the aggregate of all the elements that share some

common set of characteristics and that comprise the universe for the purpose of

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marketing research problem, (Maholtra, 2004). Population is the generalization

which consists of object and subject of a certain quantity and characteristics

applied by researchers to learn and then drawn the conclusion Population is

subject or object which have certain qualities and characteristics are

determined by researcher. Thus, the population is not only people but also

objects or other natural objects. Population also not only quantity, but includes

all of characteristics’ subject or object (Sugiyono, 2011).

This research taken the object to fill the questionnaire are the vendor

who purchase their goods from Lotte Mart Serpong.

2. Sample

Sample is a subgroup of the elements of the population selected for

participation in the study (Maholtra, 2009). According to Cooper (2007)

convenience sampling is non probability sampling where researcher use any

radial available individuals as participants.

Samples are selected using non probability convenience sampling by

means of sample units drawn easily be reached anywhere and anytime, is not

troublesome to measure and cooperative (Hamid, 2007).

Sample is a subject of the population that should represent that entire

group. Or the sample is a subset of the population, and the sample unit pertains

to the basic level of investigation (Burns, 2005).A sample is a member of the

selected population using a specific procedure that is expected to represent its

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population (Sugiyono, 2007).

The researcher takes 50 samples respondent, because according to

Sugiyono (2010:74) guidelines to determining sample are as follows:

a. Sample size should be between 30-500 elements.

b. In the multivariate research (multiple linear regressions) the sample

size should be several times larger (10 times) than the number of

variables to be analyzed.

c. A simple experiment for research, with strict controls, sample size

between 10-20 elements.

C. Data Collection Method

Types of data being used in this research are both of primary and

secondary data.

1. Primary Data

Primary data are originated by a researcher for the specific purposes of

addressing the problem at hand (Malhotra, 2004). According to Sugiyono

(2007) Primary data is data collected by the individual / organization directly

from the object under study and for the sake of the study in question to the

form of questionnaires, interviews, observation.

Primary data was collected through questioner. According to Malhotra

(2004) questioner is a structured techniques for data collection that consist of a

series of questions, written or verbal, that a respondent answers. Questioner

method is technique data collections that had been done with give a set of

38

questions or written statement to the respondent to be answered (Sugiyono,

2007).

Beside questioner, there is other way to collecting primary data that is

interview. Interviewing is a technique of data collection conducted through

face to face and question and answer directly between the data collector and

researcher of the resource or data source (Sugiyono, 2007).

According to Sugiyono (2007), the interview is divided into structured

and unstructured interview.

a) Structured interviews means that researchers have to know exactly

what information that want to be extracted from the respondents that

the list of questions has been made systematically. Researchers can also

use tools tape recorder, camera pictures, and other materials that can

help smooth the interview.

b) Unstructured interviews are free interview, the researchers did not use

the interview guides which contain questions to be asked specifically,

and only contains the key points problem to be excavated from the

respondents.

This study used a Likert scale that is consists of five level. Likert scale

is widely used a rating scale that requires the respondents to indicate agreement

and disagreement with each of a series statement about the stimulus objects.

Typically, each scale item has five response categories, ranging from “strongly

disagree” to “strongly agree” (Maholtra, 2004).

39

Likert scale is to measure attitude, opinion, and perceptions of

individuals or groups social phenomena (Riduwan and Engkos, 2008). The

Likert Scale of five levels to express the attitude of the respondents’ answer is

as follows:

Table 3.1

Likert Scale of Five Levels

(Malhotra, 2004:258)

No Range Weight

1 Strongly Agree (SA) 5

2 Agree (A) 4

3 Neutral (N) 3

4 Disagree (D) 2

5 Strongly Disagree (SD) 1

2. Secondary Data

Secondary data is data that is not cultivated himself was collected by

researchers. Secondary data in this study are obtained from the literatures

books, scientific journals, internet and mass media research reports associated

with this research. Secondary data is the result of studies done by others and

for different purpose than the one for which the data are being reviewed

(Cooper, 2006:89).

According to Malhotra (2004) data is collected for some purpose other

than the problem at hand. In the development of this study research, techniques

of taking secondary data will be used are:

40

1) Library Study, done for collecting the data with information

through reference books, journals, and other information which

suitable according to this study.

2) Website of Lotte Mart Indonesia to take the information about

the company.

D. Data Quality Test

1. Validity Test

Validity is a characteristic of measurement concerned with the extent

that a test measures what the researcher actually wishes tool reflect true

differences among participants drawn from a population (Cooper, 2006).

According to Ghozali (2005) the validity of this research is used to measure the

legality of a questionnaire.

To get the primary data, the researcher distribute questionnaire to the

respondents. A question considered as valid if the value of each question or r-

count is positive and greater than r-table. In this research the researcher use 30

respondents as a sample to assess the validity of all the questions.

Regarding the formulation, researcher use formulation of df = n-2, so 30-2 =

28 and got the value of 0.361 as r-table.(Ghozali, 2013: 52-53)

2. Reliability Test

Reliability is a characteristic of measurement concerned with accuracy,

precision, and consistency; a necessary but not sufficient condition for validity

41

(if the measure is not reliable, it cannot be valid). Reliability is concerned with

estimates of the degree to which a measurement is free a random or unstable

error (Cooper, 2006).

Reliability refers to the extent to which a scale produces consistent

results if repeated measurements are made. Therefore, reliability can be

defined as the extent to which measures are free from random error (Maholtra,

2006).

Meanwhile, reliability test used to test the consistency of data in a

certain period of time and the extent to which a scale produces consistent result

if repeated measurements are made on the characteristic. The value of variable

reliability demonstrated by the Cronbach Alphacoefficient. A variable is said

to be the Alpha Cronbach coefficient of Reliability when > 0.70, means that

this instrument can be used as a reliable data collector with relative

measurement result if repeated measurements are made. In the other word, we

can say that this reliability test purposes to see the data consistency (Ghozali,

2013:48).

E. Classic Assumption Test

1. Normality Test

Normality test aims to test whether the regression model, the dependent

variable (customer satisfaction) and independent variables (promotion (X1),

place (X2) and price (X3)) both have a normal distribution or not. If the

42

distribution of the residual values cannot be considered to be normally

distributed, then it is said there are problems with the normality assumption.

According Ghozali (2006), the principle of normality can be detected

by looking at the spread of the data (dots) on the diagonal axis of the graph

probability plots or by looking at the histogram of the residual.

Basis for decision making as follows:

a. Detection of the histogram, if the normal curves in the graph

follow a bell shape, then the data are normally distributed.

b. While the detection of the normal probability plot on the graph, if

the data (dots) spread around the diagonal line, and follow the

direction of the diagonal line, then the regression model to meet

the assumption of normality. If the spread of the data (points) do

not follow the direction of the diagonal, then the regression model

did not meet the assumption of normality. This statistical test that

can be used to test the normality of the residuals is a statistical test

of non - parametric Kolmogorov-Smirnov (KS) (Ghozali, 2006).

Basis for decision making, when the value of the Kolmogorov

Smirnov significance greater than 0.05, it can be said to be

normally distributed data. If the valueof the significance of the KS

test is smaller than 0.05, it can be said the data was not normally

distributed.

43

2. Multicollinearity Test

According to Ghozali (2006), multicollinearity test aims to test whether

the regression model found a correlation among the independent variables

(promotion (X1), place (X2) andprice (X3)). Good regression model should not

happen correlation among the independent variables (promotion, place and

price), If among the independent variables correlated with each other, then

these variables are not orthogonal. To detect the presence or absence of

multicollinearity among the independent variables in regression model, it can

be seen from Tolerance and VIF value. Cutoff value commonly used to

indicate whether there is multicollinearity or not is Tolerance value >0.1and

VIF value< 10.

3. Heteroscedascity Test

Heteroscedasticity test aims to test whether the regression model of the

residual variance occurs inequality an observation to other observations. If the

variance of the residuals one observations to other observations stable, it is

called different homoscedasticity and if it is different called heteroscedasticity.

Good regression models is that happened when did not happen

heteroscedasticity (Priyatno, 2013).

Looking at the scatter plot graph, if forming certain patterns, such as

dots form a certain pattern regularly (wavy, widened then narrowed), then

heteroscedasticity indicates has occurred. If there is no clear pattern, and the

points spread above and below the 0 on the Y axis, then there is no

44

heteroscedasticity (Santoso, 2012).

F. Determination Coefficient (R2)

Determination coefficient (R2) aims to measure how far the

ability of independent variables (Promotion, Place and Price) in

explaining the variation of the dependent variable (customer

satisfaction). The coefficient of determination is between zero and one.

A value close to the mean of independent variables provide almost all

the information needed to predict the dependent variable (Imam Ghozali,

2013: 97).

G. Hypothesis Test

According Ghozali (2013: 97) the accuracy of the sample

regression function in assessing the actual value can be measured from

its Goodness of Fit. Statistically, at least this can be measured from the

value of Test Coefficient of Determination (R2), Statistic Test t, and

Statistics Test F.

1. Simultaneous test (F-test)

According to Ghozali (2013: 98) statistic Test F basically indicates

whether all the independent variables included in the model have an influence

simultaneously to dependent variable. Hypothesis used in this research is:

45

1) Ho:β1,2, 3= 0; there is no relationship between promotion (X1), place (X2)

and price (X3) simultaneously towards customer satisfaction (Y).

2) Ha:β1,2, 3≠ 0; there is relationship between promotion (X1), place (X2)


The criteria of probability:

If the probability is smaller than 0.05, means Hais accepted and Ho

rejected, and

If the probability is greater than 0.05, means Hais rejected and Ho

accepted.

To test this hypothesis use F statistics with decision-making

criteria as follows:

a. When the F value is greater than 4, then Ho can be rejected at 5%

confidence level. In other words, accept the alternative

hypothesis, which states that all independent variables

simultaneously and significantly affect the dependent variable.

b. Compare score F test and F table. If score F test is higher than F table,

so Ho is rejected and then accept HA.

2. Partial Test (t-test)

According to Ghozali (2013: 98) statistics T test basically indicates

how much influence one independent variable partially in explaining variation

46

of dependent variable. The null hypothesis (Ho) to be tested is if a parameter

(bi) equals to zero, or:

Ho: β1 = 0

It implies if an independent variable is not significant explainer

towards dependent variable. The alternative hypothesis Ha would be

parameter of a variable does not equal to zero, or:

Ha: β1 ≠ 0

It indicates the variable is a significant explainer for dependent

variable.

Criterion of regression coefficient test from promotion variable to

customer satisfaction as follows

a) Ho : β1 = 0 ; there is no significant influence between promotion

(X1) towards customer satisfaction (Y)

b) Ha : β1 ≠ 0 ; there is significant influence between promotion (X1)

towards customer satisfaction (Y)

Criterion of regression coefficient test from place variable to customer

satisfaction as follows

a) Ho : β2 = 0 ; there is no significant influence between place (X2)


b) Ha : β2 ≠ 0 ; there is significant influence between place (X2)


47

Criterion of regression coefficient test from place variable to customer

satisfaction as follows

a) Ho : β3 = 0 ; there is no significant influence between price (X3)


b) Ha : β3 ≠ 0 ; there is significant influence between price (X3)



a) If the probability is smaller than 0.05, means Ho rejected and Ha

accepted

b) If the probability is greater than 0.05, means Ho accepted and Ha

rejected

To do the T-test as follow:

With the criteria significant level 0.05 and degree of freedom (df) = n –

2 (number of respondent – exogenous variable).

Degrees of freedom provide a measure of how restricted the data are to reach a

certain level of prediction. If the number of degrees of freedom is small, the

resulting prediction may be less generalize able because all but a few

observations were incorporated in the prediction. Conversely, a large degrees-

of-freedom value indicates the prediction is fairly robust with regard to being

representative of the overall sample of respondents.

48

H. Multiple Linier Regression Analysis

According to Malhotra (2004), the regression analysis is a statistical

procedure to analyze the relationship between the dependent variable and the

independent variables. If there are two or more independent variables then

using multiple linear regression analysis. Thus it can be seen how big the

independent variables influence on the dependent variable.

According to Malhotra (2004:512) formulas that can be used as a multiple

linear regression analysis calculation is as follows:

Y = a + b1X1 + b2X2+ b3X3+ e

Description:

Y = customer satisfaction (dependent)

a = Constanta

X1 = promotion (independent)

X2 = place (independent)

X3 = price (independent)

b1 = regression coefficient of X1



e = error

49

I. Research Variable Operation

Variable in this research consist of:

1. Independent variable

According to Cooper (2007), independent variable is the variable

manipulated by the researcher, thereby causing an effect or change on the

dependent variable. In this research as independent variables are promotion

(X1), place (X2) and price (X3).

2. Dependent variable

According to Cooper (2007), dependent variable is thevariable

measured predicted, or otherwise monitored by researcher, expected to be

affected by manipulation of independent variable. In this Research as the

dependent variable is customers’ satisfaction (Y).

50

Table 3.2

Operational Variable

Variable Sub

Variable

Indicator Scale

Promotion (Kotler,

2007)

Advertising 1. Billboard

2. Brochures, Poster

Likert

Sales

Promotion

3. Coupons

4. Events

Place (Kotler &

Armstrong, 2006)&

(Tjiptono, 2008)

5. Availability

6. Affordability location

7. Smoothness access to the

location

Likert

Price (Rosvita

Lembang, 2014: 36)

8. Suitability prices with quality of

products

9. Price list

10. Special discount

11. Perceived price

Likert

Customer

Satisfaction

(Schiffman & Kanuk

,2004)&(Irawan,

2008)

12. Expectations fulfillment

13. Recommending to another

customer

14. Will buy/ use the services again

Likert

51

CHAPTER IV

ANALYSIS

A. General Overview

Lotte Mart is an East Asian hypermarket that sells a variety of

groceries, clothing, toys, electronics, and other goods, with headquarters

in South Korea. Lotte Mart is a division of the Lotte Co., Ltd. which sells

food and shopping services in South Korea and Japan. Lotte Mart, part of the

Korean conglomerate "Lotte", opened its first branch at Guui-dong, Gang

Byeon, Seoul, Korea on April 1, 1998. In 2006, Lotte Mart opened its first

overseas branch. As of August 8, 2011, Lotte Mart had 199 branches (92

branches in Korea, 82 branches in China, 23 branches in Indonesia, and 11

branches in Vietnam). Continuing their expansion plans, in October 2008,

Lotte bought PT Makro Indonesia. PT Makro Indonesia ran 19 stores in

Indonesia. This was also the first time Korean retail had entered the

Indonesian market.

One of Lotte Mart Wholesale is very well known in Java that is Lotte

Mart Wholesale in Alam Sutera Serpong. Lotte Mart Serpong is the seventh

of outlet wholesale in history of this company that build on 9 October 1996.

Lotte Mart Serpong, has 40,000-50,000 potential members, ranging from

merchant retail stores, hotels, restaurants, caterers, cafes, as well as office

https://en.wikipedia.org/wiki/Hypermarket

https://en.wikipedia.org/wiki/South_Korea

https://en.wikipedia.org/wiki/Lotte_(conglomerate)

https://en.wikipedia.org/wiki/Japan

https://en.wikipedia.org/wiki/Guui-dong

https://en.wikipedia.org/wiki/Seoul,_Korea

https://en.wikipedia.org/wiki/China

https://en.wikipedia.org/wiki/Indonesia

https://en.wikipedia.org/wiki/Vietnam

52

Source: http://www.lottemart.co.id

supplies and other institutions. Lotte Mart Wholesale outlet is very beneficial

for business partners engaged in the B2B (Business to Business). In order to

fulfill business partners need, Lotte Mart Serpong provide quality products at

competitive prices. So that could help, serve, and to develop the small and

medium entrepreneurs (small and medium enterprise) in Serpong.

B. Lotte Mart Wholesale Logo

Figure 4.1

Lotte Mart Wholesale Logo

C. Lotte Mart Vision and Mission Statement

1. Vision

In order to make the leap to global business groups and enter

into the '10 largest global companies in Asia', Lotte voiced its

seriousness in 'Vision 2018'. Additionally been trying wholeheartedly

to advance and strengthen the company's core, Lotte also continue to

expand to the whole world and try to realize all these things in 2018.

In promoting the vision of the company, management

regulations as well as the core values have been established in

conjunction with the expansion of the selection and application tasks

to be used in the distribution sector, finance, confectionary,

53

construction, tourism, chemical industry, production, and other

support fields for the sake of the embodiment of his vision.

In addition, five major foundation in the implementation of the

vision has been established, namely the 'Vision 2018 system support,'

'a program that can foster a sense of pride within the employees,'

'human resource development of the future,' 'brand management,' and '

deep understanding of the customer. "By implementing all of these

goals, Lotte has strengthened management infrastructure suitable for a

global business group.

2. Mission

Lotte grown into a company that represents Korea in various

fields such as food distribution and recreation. Currently, the company

is expanding into a global company that enriches the lives of people

around the world.

Driven by the normalization of diplomatic relations between

Korea and Japan in 1965, Owner of Lotte, Shin Kyuk-ho, a Korean

businessman, the business unit operates mostly in Japan, made a bold

investment by establishing first business affiliation Group, Lotte

Confectionery in Korea. At that time, Korea was a developing country

because of the remnants of the Korean War. Investment Mr. Shin is a

first step toward large-scale modernization of the food industry.

54

D. Analysis and Discussion

1. Validity Test Result

Validity is a characteristic of measurement concerned with the

extent that a test measures what the researcher actually wishes tool

reflect true differences among participants drawn from a population

(Cooper, 2006). According to Ghozali (2005) the validity of this

research is used to measure the legality of a questionnaire.

To get the primary data, the researcher distribute questionnaire

to the respondents. A question considered as valid if the value of each

question or r-count is positive and greater than r-table. In this research the

researcher use 30 respondents as a sample to assess the validity of

all the questions. Regarding the formulation, researcher use

formulation of df = n-2, so 30-2 = 28 and got the value of 0.361 as r-

table(Ghozali, 2013: 52-53).

Table 4.1

Validity Test Result

Questions r-count r-table Result

Promotion

Promotion 1 0.908 0.3673 Valid




Place

55

Place 1 0.874 0.3673 Valid

Place 2 0.964 0.3673 Valid

Place 3 0.809 0.3673 Valid

Price Valid

Price 1 0.840 0.3673 Valid

Price 2 0.974 0.3673 Valid

Price 3 0.827 0.3673 Valid

Price 4 0.942 0.3673 Valid

Customer Satisfaction

Customer Satisfaction 1 0.943 0.3673 Valid



Source: Processed Primary Data by SPSS 20, 2017

Based on table 4.1, we can concluded that 14 questions that

given to the 30 respondents are valid, because the r-count > r-table.

Whereas, for the reliability test result can be seen as below:

2. Reliability Test Result

Reliability is a characteristic of measurement concerned with

accuracy, precision, and consistency; a necessary but not sufficient

condition for validity (if the measure is not reliable, it cannot be

valid). Reliability is concerned with estimates of the degree to which

a measurement is free a random or unstable error (Cooper, 2006).

56

Reliability refers to the extent to which a scale produces

consistent results if repeated measurements are made. Therefore,

reliability can be defined as the extent to which measures are free from

random error (Maholtra, 2006).

Meanwhile, reliability test used to test the consistency of data

in a certain period of time and the extent to which a scale produces

consistent result if repeated measurements are made on the

characteristic. The value of variable reliability demonstrated by the

Cronbach Alpha coefficient. A variable is said to be the Alpha

Cronbach coefficient of Reliability when > 0.70, means that this

instrument can be used as a reliable data collector with relative

measurement result if repeated measurements are made. In the other

word, we can say that this reliability test purposes to see the data

consistency (Ghozali, 2013:48).

Before the questionnaire distributes to 50 respondents,

researcher conducted pra-survey towards 30 respondents by giving the

14 questions to test the validity and reliability from the overall

questions given. The table below shows the output of validity and

reliability test of each variable of promotion (X1), price (X2), place

(X3) and customer satisfaction (Y).

Table 4.2

Reliability Test Result

57

Source: Processed Primary Data by SPSS 20, 2017

According to the table 4.2, noted that the value of Cronbach’s Alpha

of all variables are greater than (>) 0.70. So it can be summed up that all

variables used in this study are reliable.

E. Descriptive Analysis Discussion

Descriptive analysis of the answer of respondents is aim to identified the

frequency of each answer towards the variable instruments, which are

promotion, place, price and customer satisfaction. There are 50 respondents

with several characteristics such as the respondents according to sex, age,

income /month. The demographic classification characteristics of the

respondents can be described as follows:

1. Total of respondent based on gender

Table 4.3

Respondents Based on Gender

Variable Cronbach’s Alpha N of item Result

Promotion 0.933 4 Reliable

Place 0.840 3 Reliable

Price 0.902 4 Reliable

Customer Satisfaction 0. 934 4 Reliable

Gender Frequency Percentage(%)

Male 19 38%

Female 31 62%

58

Source: Primary data output from SPSS 20, 2017

From the table above, there are 50 respondents who are Lotte

Mart Serpong customers, consist of 19 people or 38% are males and

31 people or 62% are females respondents. So it is indicates that most

of Lotte Mart Serpong are females.

2. Total of respondents based on age

Table 4.4

Total of Respondents Based on Age

Age Frequency Percentage (%)

< 20 4 8%

20 – <35 44 88%

35 - < 50 2 4%

Total 50 100%


Table 4.4 above shows that 50 respondents consist of 4people

aged <20, 44 people aged between 20 - <35, and 2 person aged

between 35 - < 50. So it is indicates that most of Lotte Mart consumers

aged between 20 until under 35 years old.

3. Total of respondents based on income/month

Table 4.5

Total of respondents based on income/month

Income/month Total Percentage (%)

Total 50 100%

59

< Rp 5.000.000 20 40%

Rp 5.000.000 –

Rp 10.000.000

23 46%

> Rp. 10.000.000

– Rp 15.000.000

7 14%

Total 50 100%


Table 4.7 above shows that 50 respondents who has been

shopping at Lotte Mart Serpong consists of 20 people or 40% of

respondents income <Rp 5,000,000, 23 people or 46% of respondents

income is Rp 5,000,000 - 10,000,000 , 7 people or 14% of respondents

income is Rp> 10.000.000 - 15,000,000.

In order to know the feedback given by 50 respondents in each variable

of promotion, place, price, and customer satisfaction, so the percentage

description of respondent’ feedback then being analyzed. The respondents are

asks to answer 14 the following statement:

Table 4.6

Question 1

Lotte Mart Sales Promotion using Billboard

Frequency Percentage

Valid

Agree 6 12%

Strongly Agree 44 88%

Total 50 100%

Source: Primary data output from SPSS 20

60

Table 4.6 shows that 12% agrees and 88% strongly agrees. Then it can be

concluded that the majority of respondents agree that Lotte Mart Sales

Promotion using Billboard.

Table 4.7

Question 2

Lotte Mart Serpong provide clear information for sales promotion

(brochures, posters).

Frequency Percent

Valid

Agree 7 14%


Total 50 100%

Table 4.7 shows that 14% agrees and 86% strongly agrees. Then it can be concluded

that the majority of respondents agree that Lotte Mart Serpong provide clear

information for sales promotion (brochures, posters).

Table 4.8

Question 3

Lotte Mart Serpong provides coupons as a media promotion against

customer

Frequency Percent

Valid

Neutral 2 4%

Agree 6 12%


Total 50 100%

Table 4.8 shows that 4% neutral, 12% agrees and 84% strongly agrees. Then it can be

concluded that the majority of respondents agree that Lotte Mart Serpong provides

coupons as a media promotion against customer.

61

Table 4.9

Question 4

Lotte Mart Serpong organize interesting events for sales promotion

Frequency Percent

Valid

Agree 7 14%


Total 50 100%


that the majority of respondents agree thatLotte Mart Serpong organize interesting

events for sales promotion.

Table 4.10

Question 5

Searchable product is always available at Lotte Mart Serpong

Frequency Percent

Valid

Agree 21 42%


Total 50 100%


that the majority of respondents agree that Searchable product is always available at

Lotte Mart Serpong.

Table 4.11

Question 6

Lotte Mart Serpong close to public facilities

Frequency Percent

Valid

Neutral 2 4%

Agree 16 32%


Total 50 100%

62

Table 4.11 shows that 4% neutral, 32% agrees and 64% strongly agrees. Then it can

be concluded that the majority of respondents agree that Lotte Mart Serpong close to

public facilities.

Table 4.13

Question 8

Lotte Mart Serpong position or location easy to reach

Frequency Percent

Valid

Neutral 3 6%

Agree 21 42%

Strogly Agree 26 52%

Total 50 100%


be concluded that the majority of respondents agree that Lotte Mart Serpong position

or location easy to reach.

Table 4.14

Question 9

Lotte Mart serpong set their prices according to quality

Frequency Percent

Valid

Agree 19 38%


Total 50 100%


that the majority of respondents agree that Lotte Mart serpong set their prices

according to quality.

Table 4.15

Question 10

Lotte Mart Serpong provides a clear price list

Frequency Percent

63

Valid

Neutral 1 2%

Agree 17 34%


Total 50 100%


be concluded that the majority of respondents agree that Lotte Mart Serpong provides

a clear price list.

Table 4.16

Question 11

Lotte Mart Serpong often gave discounts

Frequency Percent

Valid

Agree 16 32%


Total 50 100%


be concluded that the majority of respondents agree that Lotte Mart Serpong often

gave discounts.

Table 4.17

Question 12

Price of product in Lotte Mart fit with what I expected

Frequency Percent

Valid

Neutral 1 2%

Agree 11 22%


Total 50 100%

64

Table 4.17 shows that 2% neutral, 22% agrees and 76% strongly agrees.

Then it can be concluded that the majority of respondents agree that

price of product in Lotte Mart fit with what I expected.

Table 4.18

Question 13

Services provided by Lotte Mart Serpong in accordance with my

expectations

Frequency Percent

Valid

Agree 18 36%


Total 50 100%


that the majority of respondents agree that Services provided by Lotte Mart Serpong

in accordance with my expectations.

Table 4.19

Question 14

After shopping at Lotte Mart Serpong, I would recommend to

others for shopping here

Frequency Percent

Valid

Neutral 2 4%

Agree 13 26%


Total 50 100%


be concluded that the majority of respondents agree that after shopping at Lotte Mart

Serpong, I would recommend to others for shopping here.

F. Classical Assumption Test

65

1. Normality Test

Normality test aims to test whether the regression model, the

dependent variable (customer satisfaction) and independent variables

(promotion (X1), place (X2) and price (X3)) both have a normal

distribution or not. If the distribution of the residual values cannot be

considered to be normally distributed, then it is said there are

problems with the normality assumption.

According Ghozali (2006), the principle of normality can be

detected by looking at the spread of the data (dots) on the diagonal axis

of the graph probability plots or by looking at the histogram of the

residual.

Basis for decision making as follows:

c. Detection of the histogram, if the normal curves in the graph

follow a bell shape, then the data are normally distributed.

d. While the detection of the normal probability plot on the

graph, if the data (dots) spread around the diagonal line, and

follow the direction of the diagonal line, then the regression

model to meet the assumption of normality. If the spread of

the data (points) do not follow the direction of the diagonal,

then the regression model did not meet the assumption of

normality. This statistical test that can be used to test the

66

normality of the residuals is a statistical test of non -

parametric Kolmogorov-Smirnov (KS) (Ghozali, 2006). Basis

for decision making, when the value of the Kolmogorov

Smirnov significance greater than 0.05, it can be said to be

normally distributed data. If the value of the significance of

the KS test is smaller than 0.05, it can be said the data was not

normally distributed.

Table 4.20

One-Sample Kolmogorov-Smirnov Test


Unstandardized

Residual

N 50

Normal Parametersa,b

Mean 0E-7

Std.

Deviation 0.70774375

Most Extreme

Differences

Absolute 0.163

Positive 0.076

Negative -0.163

Kolmogorov-Smirnov Z 1.150

Asymp. Sig. (2-tailed) 0.142

a. Test distribution is Normal.

b. Calculated from data.

67

According to table 4.20, the value of Kolmogrov-Smirnov is 1.150.

Whereas the unstandardized residual has the value of Asymp. Sig which is

greater than 0.05. So it is indicted that the data is distributed normally.

2. Multicollinearity Test

According to Ghozali (2006), multicollinearity test aims to

testwhether the regression model found a correlation among

theindependent variables (promotion (X1), place (X2) and price (X3)).

Good regression model shouldnot happen correlation among the

independent variables (promotion, place and price), If among the

independent variables correlated with eachother, then these variables

are not orthogonal. To detect thepresence or absence of

multicollinearity among the independentvariables in regression

model, it can be seen from Tolerance andVIF value. Cutoff value

commonly used to indicate whether there ismulticollinearity or not is

Tolerance value >0.1 and VIFvalue < 10. The multicollinearity test

result can be seen on the table below:

Table 4.21

Coefficientsa

Model Unstandardized

Coefficients

Standar

dized

Coeffici

ents

t Sig. Collinearity

Statistics

68

F

r

o

m

t

he table 4.21, we can see that each independent variable has tolerance value >

0.1 and the value of VIF is < 10. Independent variables (X1) has tolerance

value 0.618 and VIF value 1.618, (X2) has tolerance value 0.448 and VIF

value 2,231 and (X3) has tolerance value 0.473 and VIF value 2.113. So it can

be said there is no multicollinearity among independent variables in

regression model.

3. Heteroscedasticity Test

Heteroscedasticity test aims to test whether the regression

model ofthe residual variance occurs inequality an observation to

otherobservations. If the variance of the residuals one observations

toother observations stable, it is called different homoscedasticity and

if it is different called heteroscedasticity. Good regressionmodels is

that happened when did not happenheteroscedasticity (Priyatno,

2013).

Looking at the scatterplot graph, if forming certain patterns,

B Std.

Error

Beta Tolera

nce

VIF

1

(Constant) -

0.248 1.508

-

0.164 0.870

x1 0.128 0.045 0.302 2.864 0.006 0.618 1.618

x2 0.099 0.044 0.280 2.260 0.029 0.448 2.231

x3 0.259 0.083 0.376 3.124 0.003 0.473 2.113

a. Dependent Variable: customer satisfaction

69

such as dots form a certain pattern regularly (wavy, widened then

narrowed), then heteroscedasticity indicates has occurred. If there is

no clear pattern, and the points spread above and below the 0 on the Y

axis, then there is no heteroscedasticity (Santoso, 2012).

Figure 4.4

Graph of Heteroscedasticity

Source:Processed Primary Data by SPSS 20, 2017

Based on the graph above, there is no clear pattern and the

points spread above and below the 0 on the Y axis, then it can be said

there is no Heteroscedasticity in this regression model (Ghozali,

2013:139).

G. Multiple Linier Regression Analysis

According to Malhotra (2004), the regression analysis is a statistical

procedure to analyze the relationship between the dependent variable and the

70

independent variables. If there are two or more independent variables then

using multiple linear regression analysis. Thus it can be seen how big the

independent variables influence on the dependent variable.

In order to determine the regression equation, it can be seen in the

following table:

Table 2.22

Multiple Linier Regression

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -0.248 1.508 -0.164 0.870

x1 0.128 0.045 0.302 2.864 0.006

x2 0.099 0.044 0.280 2.260 0.029

x3 0.259 0.083 0.376 3.124 0.003


According to the coefficients table above, we got the equation:

Whereby:

Y = Customer Satisfaction

a = Constanta

b1= Regression coefficient of promotion

X1 = Promotion

Y = a + b1X1 + b2X2 + b3X3 + e

Y = -0.248 + 0.128 X1 + 0.099 X2 + 0.259 X23+ e

71

b2= Regression coefficient of Place

X2 = Place

B3= Regression coefficient of Price

X3= Price

e = Standard Error

H. Coefficient of Determination (R2)

Determination coefficient (R2) aims to measure how far the

ability of independent variables (Promotion, Place and Price) in

explaining the variation of the dependent variable (customer

satisfaction). The coefficient of determination is between zero and one.

A value close to the mean of independent variables provide almost all

the information needed to predict the dependent variable (Imam Ghozali,

2013: 97). The variables determination can be seen from the following table:

Table 2.23

Coefficient of Determination (R2) Table

Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

1 0.827a 0.684 0.663 0.730

a. Predictors: (Constant), price, promotion, place

b. Dependent Variable: cs

The table above shows that the coefficient value of R is 0.827. It means, the

72

relationship between promotion, place and price towards customer satisfaction is

0.827 or they have a strong relations. Whereas, the R2value is0.684. It indicates

that 68.4% customer satisfaction variable can be explained by the variation of

independent variables (promotion, place and price).

So, we can conclude that, 68.4% customer satisfaction can be explained by the

variables of promotion, place and price. And the remaining result, which is 31.6%

(100% - 68.4%) explained by another variables that do not be analyzed in this

research.

I. Hypothesis Test

1. Partial Test (t-test)

According to Ghozali (2013: 98) statistics T test basically indicates

how much influence one independent variable partially in explaining

variation of dependent variable.


c) If the probability is smaller than 0.05, means Ho rejected and Ha

accepted = significant.

d) If the probability is greater than 0.05, means Ho accepted and Ha

rejected = not significant.

73

Table 2.24

The Result of T-test

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -0.248 1.508 -0.164 0.870

x1 0.128 0.045 0.302 2.864 0.006

x2 0.099 0.044 0.280 2.260 0.029

x3 0.259 0.083 0.376 3.124 0.003

a. Dependent Variable: y

T-test result in the coefficient table above indicates there is influence

between independent variable partially towards dependent variable,

with the elaboration as follow:

1) The influence of promotion (X1) towards customer satisfaction (Y)

c) Ho : β 1 = 0 ; there is no significant influence between promotion

(X1) towards customer satisfaction (Y)

d) Ha : β 1 ≠ 0 ; there is significant influence between promotion (X1)


According to the table 2.24 it can be seen thatthe significance

value of 0.006< sig. 0.05. Thus, we conclude Ho is rejected and Ha

is accepted, means promotion (X1) has significant influence

towards customer satisfaction (Y).

2) The influence of place (X2) towards customer satisfaction (Y)

74

a) Ho : β 2 = 0 ; there is no significant influence between place (X2)


b) Ha : β 2 ≠ 0 ; there is significant influence between place (X2)


According to the table 2.24 it can be seen that the significance

value of 0.028 < sig. 0.05. Thus, we conclude Ho is rejected and

Ha is accepted, means place (X2) has significant influence towards

customer satisfaction (Y).

3) The influence of price (X3) towards customer satisfaction (Y)

a) Ho : β 3 = 0 ; there is no significant influence between price (X3)


b) Ha : β 3 ≠ 0 ; there is significant influence between price (X3)


According to the table 2.24 it can be seen that the significance

value of 0.003 < sig. 0.05. Thus, we conclude Ho is rejected and

Ha is accepted, means price (X2) has significant influence towards

customer satisfaction (Y).

2. Simultaneous Test (F-test)

According to Ghozali (2013: 98) statistic Test F basically

indicates whether all the independent variables included in the model

have an influence simultaneously to dependent variable.

75

Table 2.25

The Result of F-test

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 53.136 3 17.712 33.195 0.000b

Residual 24.544 46 0.534

Total 77.680 49

a. Dependent Variable: cs

b. Predictors: (Constant), price, promotion, place

F-test shows whether all independent variables have

significance influence simultaneously towards dependent variable

(Ghozali, 2013:98). Hypothesis used in this research is:

3) Ho:β1,2, 3= 0; there is no relationship between promotion (X1), place (X2)


4) Ha:β1,2, 3≠ 0; there is relationship between promotion (X1), place (X2)



If the probability is smaller than 0.05, means Hais accepted and Ho

rejected, and

If the probability is greater than 0.05, means Hais rejected and Ho

accepted.

From the ANOVA or F-test is obtained F value test is 33.195 with

significance 0.000. The degree of freedom (df1) = 3 and df2= 46. Thus, we

76

got the significance level = 0.05; because the probability is smaller than the

significance level(0.000 < 0.05). Therefore this means Ho is rejected and Ha

is accepted, and can be concluded that the independent variables such as

promotion (X1), place (X2) and price (X3) have significant influence towards

customer satisfaction (Y) simultaneously.

J. Analysis

1. The influence of promotion on customer Satisfaction

Khan (2012) there is a positive influence between promotion and

customer satisfaction. So the higher the promotion will have a positive

impact on customer satisfaction. Simplify the customer in terms of

knowing the product or service to be purchased. In addition, with the

Promotion can also make the customer remember what kind of product

or service they will buy.

2. The influence of place on customer Satisfaction

According to (Tjiptono, 2008), with affordability location and

smoothness access to location make customers easy to reach locations

that sell products and services.

3. The influence of price on customer Satisfaction

According to (Tjiptono, 2008) price can affect customer satisfaction to

build corporate image. The image of a company can be established

77

through a pricing strategy. Firms can set a high price to establish or

maintain a prestigious image. Meanwhile, low prices can be used to

form a certain value, for example by providing assurance that the price

is the lowest price in a particular area.

78

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

The purpose of this research is to analyze the influence of promotion,

place and price towards customer satisfaction. Based on the statistical test

using the SPSS software with 50 samples to represent the amount of

population and also the research within the previous chapters, it can be

concluded as below:

1. Promotion (X1) has significant influence towards customer satisfaction

(Y) at Lotte Mart Serpong.

2. Place (X2) has significant influence towards customer satisfaction (Y)

at Lotte Mart Serpong.

3. Price (X3) has significant influence towards customer satisfaction (Y)

at Lotte Mart Serpong.

4. Promotion (X1), place (X2), and price (X3), have significant influence

towards Consumer satisfaction (Y) simultaneously at Lotte Mart

Serpong.

Based on the conclusion above, it explained that minor or major

changes in customer satisfaction (Y) is depends on how well the company

handle promotion (X1), place (X2),and price (X3).

B. Recommendation

After reviewing the results of the study, recommendations that the author

79

propose are as follows:

1. For Company

The result of this research shows, that promotion, place and

price have significant influence towards customer satisfaction and also

promotion, place and price simultaneously have significant influence

towards customer satisfaction. Based on the result, the researcher

recommends to the company as follows:

a. Promotion

Lotte Mart opens opportunities for those who want to start a

business. Such as creating a competition that was attended by

100 participants from several regions. Then, with certain terms

and criteria. Or Lotte Mart will judge, the most creative person

in processing their store, will be given a place to sell. From 100

people can be taken about 20 people to be given the business

opportunity.

For the next, there is an agreement, so for stock they buy it at

the Lotte Mart. And certainly, at the store they sell there is a

sign that the store is working with Lotte Mart.

b. Price

Lotte Mart Serpong held a company visit to a similar

company, to see directly the price comparison and how the

price could differ from other companies. It is useful to

rearrange the price at Lotte Mart Serpong to match customer's

expectation

80

c. Place

The problem for Lotte Mart is, from the entrance, into

the shopping location quite far for those who do not have a

vehicle. So, what needs to be done by Lotte Mart is to change

the position of the entrance. To get closer to the shopping

location. So, when entering Lotte Mart, the left of the shopping

and the right is a car park. In order to make it easier for those

who do not have a vehicle when they bring groceries to ride to

public transport.

2. For future research

a) Data collection in this study is by distributing the

questionnaire, in which by the distribution of questionnaire is

possible that the respondents are not serious in giving an

answer, therefore, the researcher suggestfurther research to

conduct an open interview with the respondent in order to

obtain more accurate information.

b) For future research, the researcher suggest to conduct deeper

and more integrated research. As compared Lotte Mart

Wholesale with Lotte Mart supermarket. Is Lotte Mart

supermarket may also be able to compete in the business

competition?.

81

References

A, Junio., Z, Nabila., A, Sheila., & K, Suresh. 2013.The Analysis of Product, Price,

Place, Promotion and Service Quality on Customers’ Buying Decision of

Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia.

International Journal of Advances in management and Economics, p. 72-78.

Akbar, A. (2014). The Influence of Service Quality and Brand Image toward

Customer Satisfaction that Impacts on Customer Loyalty.

Azhari, F. (2015). The Analysis of Retail Marketing Mix Effects toward Customer

Satisfaction.

Fandy. Tjiptono. 2008. Strategi Pemasaran. Penerbit Andi Edisi Kedua: Yogyakarta

G, Anders. 2006. The Effects of Customer Satisfaction, Relationship Commitment

Dimensions, and Triggers on Customer Retention. School of Hotel

Administration Collection.

Irawan, Handi, 2008. Membedah strategi Kepuasan pelanggan. Cetakan pertama.

Jakarta: Pradnya Paramitha, h. 45. Kelompok Gramedia.

Kotler, Philip dan A. B. Susanto. 2000. Manajemen Pemasaran di Indonesia. Edisi

Pertama. Jakarta: Salemba Empat.

Kotler, Phillip dan Kevin Keller. 2006. Marketing Management. 12th Edition. New

Jersey: Prentice-Hall, Inc.

M, Rahim., M, Osman., & Ramayah 2010. Service Quality, Customer Satisfaction

and Loyalty: A Test of Mediation. International Business Research.

Nuseir, M. T. & Madanat H. 2015. 4Ps: A strategy to secure Customers' loyalty via

customer satisfaction. International Journal of Marketing studies

Lembang, R. 2010. Analisis pengaruh marketing mix toward buying decision.

Rusmini. 2013. Strategi Promosi sebagai Dasar peningkatan Respons konsumen.

APPENDICES

Appendix 1: Research Questionnaire

82

RESEARCH QUESTIONAIRE

THE INFLUENCE OF PROMOTION, PLACE, PRICE TOWARDS

CUSTOMER SATISFACTION

(Case Study on Lotte Mart Serpong)

Regarding to finish the program of Bachelor Degree Faculty Economics and

Business Syarif Hidayatullah State Islamic University Jakarta, who is writing this

thesis as a requirement to get Bachelor Degree of Economic:

Name : Muhammad Iqbal Almaudud

NIM : 1111 0812 00002

Major : Management

Faculty: Economic and Business

I will do research about “THE INFLUENCE OF PROMOTION, PLACE,

PRICE TOWARDS CUSTOMER SATISFACTION (Case Study on Lotte Mart

Serpong)”. Therefore, I wish Mr/Mrs/Brother/Sister are willing to fill out this

questioner.

83

Screening

Sebelum menyelesaikan kuisioner, diharapkan kepada saudara/i untuk

melengkapi detail dibawah dengan membubuhkan tanda centang (√) pada kotak yang

sudah disediakan:

1. Apakah anda pernah berbelanja di Lotte Mart Serpong?

Jika Iya, mohon lanjutkan ke pernyataan selanjutnya.

Jika Tidak, mohon untuk tidak melanjutkan. Terima kasih atas partisipasi

anda.

Identitas Responden

Nama : …………………………................

Jenis Kelamin :

Umur :

Pendapatan/bulan :

Instruksi Pengisian

Iya Tidak

Pria

1. < Rp. 5.000.0000

Wanita

< 20 Tahun 50-65 Tahun

20-<35 Tahun >65 Tahun

35-<50 Tahun

2. Rp. 5.000.000 - Rp. 10.000.000

3. > Rp. 10.000.000 - Rp. 15.000.000

84

Tolong isi setiap pertanyaan sesuai dengan pendapat Saudara/i tentang

“THE INFLUENCE OF PROMOTION, PLACE, PRICE TOWARDS

CUSTOMER SATISFACTION (Case Study on Lotte Mart Serpong)”.

Pilih satu jawaban dari lima alternatif jawaban dengan memberikan

tanda centang (√) pada salah satu kolom yang disediakan.

1 2 3 4 5

Sangat

Tidak

Setuju (STS)

Tidak

Setuju (TS) Netral (N) Setuju (S)

Sangat

Setuju (SS)

No. Pernyataan STS TS N S SS

1. Promosi penjualan Lotte Mart

menggunakan Billboard.

2. Lotte Mart Serpong memberikan

informasi yang jelas untuk

promosi penjualan (brosur,

poster,dll).


kupon sebagai media promosi

terhadap pelanggan.

4. Lotte Mart Serpong mengadakan

acara menarik untuk promosi

penjualan.

Promotion (X1)

85

Price (X3)


1. Lotte Mart Serpong menetapkan

harga yang sesuai dengan

kualitas.


daftar harga yang jelas.

3. Lotte Mart Serpong kerap

memberikan Diskon .

4. Harga produk di Lotte Mart

sesuai dengan yang saya

perkirakan.

Customer Satisfaction (Y)


1. Pelayanan yang diberikan Lotte

Mart Serpong telah sesuai

dengan harapan saya.

2. Setelah belanja di Lotte Mart

Serpong, saya akan

merekomendasikan kepada

orang lain untuk belanja disini.

3. Di kemudian hari, saya akan

belanja lagi di Lotte Mart

Serpong.


1. Produk yang dicari selalu

tersedia di Lotte Mart Serpong.

2. Lotte Mart Serpong dekat

dengan fasilitas umum.

3. Posisi/ letak Lotte Mart Serpong

mudah dijangkau.

Place (X2)

86

Appendix 2: Participants Responses

Variable X1 - Promotion

Q1 Q2 Q3 Q4

4 5 5 5

5 5 5 5

4 5 5 5

5 5 4 5

5 5 5 4

5 5 5 5

5 5 5 5

5 4 5 5

5 5 5 4

4 5 4 5

5 5 5 5

5 5 5 5

5 5 3 5

4 5 5 5

5 5 5 4

5 5 5 5

5 5 4 5

5 5 5 5

5 5 5 5

5 5 5 5

5 5 5 4

5 5 5 5

87

4 5 5 5

5 5 5 5

5 5 5 5

5 4 5 5

5 5 4 4

5 5 5 5

5 5 5 5

5 5 5 5

5 5 5 5

5 4 5 5

5 5 5 4

5 5 5 5

5 5 5 5

5 5 5 5

5 5 5 5

4 4 4 5

5 5 5 4

5 5 5 5

5 5 5 5

5 4 5 5

5 5 5 5

5 5 5 5

5 5 5 5

5 5 3 5

5 4 5 5

88

5 5 5 5

5 4 4 5

5 5 5 5

Variable X2 – Place

Q5 Q6 Q7

5 5 4

4 4 5

4 5 3

5 4 5

4 5 5

5 3 5

4 4 5

5 5 5

4 5 3

5 5 5

4 4 5

4 5 4

5 5 5

4 4 5

5 5 5

4 5 5

5 4 5

4 3 5

5 5 5

89

4 4 5

5 5 5

4 5 4

5 5 5

4 5 5

5 5 5

4 4 5

5 4 5

4 4 5

5 4 5

4 5 5

4 4 5

5 5 5

4 5 5

4 5 4

4 5 5

4 5 5

5 4 5

5 5 5

5 5 5

5 5 5

5 5 5

5 4 5

5 5 4

5 5 5

90

5 5 5

5 5 5

5 4 5

5 5 5

5 5 4

5 4 5

Variable X3 – Price

Q8 Q9 Q10 Q11

5 4 4 4

5 5 5 5

5 5 4 5

5 5 5 5

3 5 5 4

5 5 4 4

5 5 4 5

5 5 4 5

5 5 5 4

4 5 5 5

4 5 4 5

5 5 5 4

5 5 5 4

5 4 5 5

5 4 4 5

5 5 5 5

91

3 4 4 4

4 4 5 5

4 5 4 4

4 5 5 5

4 4 5 4

4 4 5 4

4 5 4 4

5 5 5 5

5 5 5 5

5 4 4 5

4 4 5 4

4 5 5 4

4 5 4 4

3 4 5 5

5 4 5 5

5 5 4 5

4 5 5 4

4 4 5 5

4 4 4 5

5 5 5 5

4 5 5 5

4 4 4 5

5 4 5 5

5 5 4 5

4 5 5 4

92

4 4 5 5

4 4 5 5

5 5 5 5

5 5 5 5

5 5 3 5

4 5 5 5

5 4 5 5

5 4 5 5

4 5 4 5

Variable Y – Customer’s Satisfaction

Q12 Q13 Q14

5 4 5

5 5 5

3 5 5

4 4 5

5 4 5

5 5 5

5 5 5

4 5 5

5 4 4

5 4 4

4 4 5

5 5 5

5 5 5

93

4 5 5

5 5 4

5 5 4

5 5 4

5 4 5

4 4 5

4 5 5

4 5 5

5 5 5

5 5 4

5 4 5

4 5 5

5 5 5

5 5 4

4 4 5

5 5 5

5 5 5

4 4 4

5 4 4

5 4 5

5 5 4

5 5 5

5 5 5

5 4 5

5 5 5

94

5 5 5

5 4 5

4 4 4

5 5 5

5 5 3

5 5 5

5 5 4

5 5 5

5 4 5

5 5 4

5 4 5

5 5 3

Appendix 3: Frequency of Respondents

Question 1

Frequency Percentage Valid

Percent

Cumulative

Percent

Valid

Agree 6 12% 12.0 12.0

Strongly Agree 44 88% 88.0 100.0

Total 50 100% 100.0

Question 2

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Agree 7 14% 14.0 14.0


95

Total 50 100% 100.0

Question 3


Percent

Cumulative

Percent

Valid

Neutral 2 4% 4.0 4.0

Agree 6 12% 12.0 16.0


Total 50 100% 100.0

Question 4


Percent

Cumulative

Percent

Valid

Agree 7 14% 14.0 14.0


Total 50 100% 100.0

Question 5


Percent

Cumulative

Percent

Valid

Agree 21 42% 42.0 42.0


Total 50 100% 100.0

Question 6


Percent

Cumulative

Percent

Valid

Neutral 2 4% 4.0 4.0

Agree 16 32% 32.0 36.0


96

Total 50 100% 100.0

Question 7


Percent

Cumulative

Percent

Valid

Neutral 2 4% 4.0 4.0

Agree 6 12% 12.0 16.0


Total 50 100% 100.0

Question 8


Percent

Cumulative

Percent

Valid

Neutral 3 6% 6.0 6.0

Agree 21 42% 42.0 48.0

Strogly Agree 26 52% 52.0 100.0

Total 50 100% 100.0

Question 9


Percent

Cumulative

Percent

Valid

Agree 19 38% 38.0 38.0


Total 50 100% 100.0

Question 10


Percent

Cumulative

Percent

Valid

Neutral 1 2% 2.0 2.0

Agree 17 34% 34.0 36.0


Total 50 100% 100.0

97

Question 11


Percent

Cumulative

Percent

Valid

Agree 16 32% 32.0 32.0


Total 50 100% 100.0

Question 12


Percent

Cumulative

Percent

Valid

Neutral 1 2% 2.0 2.0

Agree 11 22% 22.0 24.0


Total 50 100% 100.0

Question 13


Percent

Cumulative

Percent

Valid

Agree 18 36% 36.0 36.0


Total 50 100% 100.0

Question 14


Percent

Cumulative

Percent

Valid

Neutral 2 4% 4.0 4.0

Agree 13 26% 26.0 30.0


Total 50 100% 100.0

98

Appendix 4: Validity and Reliability Test

Questions r-count r-table Result

Promotion





Place

Place 1 0.874 0.3673 Valid

Place 2 0.964 0.3673 Valid

Place 3 0.809 0.3673 Valid

Price Valid

Price 1 0.840 0.3673 Valid

Price 2 0.974 0.3673 Valid

Price 3 0.827 0.3673 Valid

Price 4 0.942 0.3673 Valid

Customer Satisfaction




99

Appendix 5: Output SPSS


Unstandardized

Residual

N 50

Normal Parametersa,b

Mean 0E-7

Std.

Deviation 0.70774375

Most Extreme

Differences

Absolute 0.163

Positive 0.076

Negative -0.163

Kolmogorov-Smirnov Z 1.150

Asymp. Sig. (2-tailed) 0.142

a. Test distribution is Normal.

b. Calculated from data.

Variable Cronbach’s Alpha N of item Result

Promotion 0.933 4 Reliable

Place 0.840 3 Reliable

Price 0.902 4 Reliable

Customer Satisfaction 0. 934 4 Reliable

100

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -0.248 1.508 -0.164 0.870

x1 0.128 0.045 0.302 2.864 0.006

x2 0.099 0.044 0.280 2.260 0.029

Coefficientsa


Coefficients

Standar

dized

Coeffici

ents

t Sig. Collinearity

Statistics

B Std.

Error

Beta Tolera

nce

VIF

1

(Constant) -

0.248 1.508

-

0.164 0.870

x1 0.128 0.045 0.302 2.864 0.006 0.618 1.618

x2 0.099 0.044 0.280 2.260 0.029 0.448 2.231

x3 0.259 0.083 0.376 3.124 0.003 0.473 2.113


101

x3 0.259 0.083 0.376 3.124 0.003


ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 53.136 3 17.712 33.195 0.000b

Residual 24.544 46 0.534

Total 77.680 49

a. Dependent Variable: cs

b. Predictors: (Constant), price, promotion, place

the influence promotion, place and price towards...

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