AN ANALYSIS OF BRAND IMAGES, BRAND ASSOCIATION AND

AN ANALYSIS OF BRAND IMAGES, BRAND ASSOCIATION AND PROMOTION TOWARD

CONSUMERS LOYALTY OF MIE SEDAAP INSTANT NOODLES

( a Case study of President University Student )

By

Muhamad Husni Yuliyanto

014201000008

A Skripsi presented to the

Faculty of Business President University

In partial of fulfillment of the requirements for

Bachelor degree in Economics major in Management

January 2014

PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiners declare that the Skripsi entitled “An Analysis Of Brand

Images, Brand Association And Promotion Toward Consumers Loyalty Of

Mie Sedaap Instant Noodles In Indonesia” that was submitted by Muhamad

Husni Yuliyanto, majoring in International Business from the Faculty of Business

was assessed and approved to have period the Oral Examination on February, 17th

2014.

Dra. Genoveva, MM

Chair – Panel of Examiners

Ir. Erny E. Hutabarat, MBA

Examiners I

Purwanto. ST., MM

Examiners II

SKRIPSI ADVISER

RECOMMENDATION LETTER

This Skripsi entitled “An Analysis Of Brand Images, Brand Association And

Promotion Toward Consumers Loyalty Of Mie Sedaap Instant Noodles In

Indonesia” prepared and submitted by Muhamad Husni Yuliyanto in partial

fulfillment of the requirements for Bachelor Degree in Economics in Faculty of

Business, has been reviewed and found to have satisfied the requirements for a

thesis fit to be examined. I therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia, 27 January 2014

Acknowledge by, Recommended by

Vinsensius Jajat Kristanto, SE., MM., MBA Purwanto, S.T., M.M.

Head of Management Study Program Skripsi Adviser

DECLARATION OF ORIGINALITY

This skripsi entitled “An Analysis Of Brand Images, Brand Association And


Indonesia“ is, to the best of my knowledge and belief, an original piece of work

that has not been submitted, either in whole or in part, to another university to

obtain a degree.

Cikarang, Indonesia, 24th January 2014


ABSTRACT

This research is about to analyze Brand Images, Brand Association and Promotion toward Consumers Loyalty of Mie Sedaap Instant Noodles in Indonesia. This research was conducted in President University, Jababeka. Mie Sedaap as second top instant noodles in Indonesia becomes the main problem in this research. Researcher used this problem as the problem of identification. Researcher used three independent there is Brand Image, Brand Association and Promotions and one dependent variable Consumers Loyalty. This research was conducted by distributing questionnaire to ninety five respondents who participated in questionnaire. The respondents are people who ever try Mie Sedaap Instant noodles. The data was analyzed by using quantitave analysis. Quantitave analysis consist of validity, realibility test, multiple regression analysis, hypotheses testing by F and T test and determination coefficient adjusted R2 analysis. Hypotheses test using t test shows that all independent variable has a positive significance with dependent variable Consumers Loyalty. adjusted R square value is 0.570, which means that the Brand Images, Brand Association, and Promotions has evidence only can describe and affecting 57% about Mie Sedaap Instant Noodles consumers loyalty and the rest of 43% is explained or describe by another factors which not discussed in this research.

Keywords : Brand Images, Brand Association, Promotions Consumers Loyalty

ACKNOWLEDGEMENT

First of all i would thank to my god Allah S.WT for the blessing and gave to me

the strenght and healty to finish this skripsi. I would like to deliver my

appreciation to all people that always given me support to finish my study in

President University, Especially to:

1. My Parents, Thank you for yor the support and love that you given.

2. My Skripsi Adviser Mr. Sonny Vin Sutedjo thanks for the the patience to

give me direction, advices and supports to finish my thesis, also Mr

Purwanto for the time to give me advices and Guidance.

3. Thanks to Nita Juwita for your support and your love throughout my

skripsi writing.

4. International Businees Friends, Hendy, Harley, Rahman, Rudi, William,

Bion, Shintia Dewi, Imelly, Deby, Novita, Yansen, Joseph, Tio, Raynard,

josephine, Athalia, Elian, Yohanna, Sally, Gaby, Gandri, Rifka, Amanda,

Davin, Agus, Ruth, Kris, Tobias, Ihdam, Shintiagi thanks for the support

and laugh during i studied in President University.

5. Skripsi Mate: Satrio, Mutiara Annisa, Sekar Tanjung thanks for your

explanation and teach me about how to using SPSS.

6. Big thanks also to All of my friends Batch 2010, 2011, 2012 which i

cannot mention one by one.


Tables of Content

Panel of Examiners Approval Sheet.........................................................................i

Skripsi Adviser Recommendation letter..................................................................ii

Declaration of originality........................................................................................iii

Abstract...................................................................................................................iv

Acknowledgement....................................................................................................v

Tables of content.....................................................................................................vi

List of Tables............................................................................................................x

List of Figures.........................................................................................................xi

I. Introduction

1.1 Background of study....................................................................................1

1.2 Statement of problem...................................................................................4

1.3 Research Objectives.....................................................................................4

1.4 Research Limitation.....................................................................................5

1.5 Definition of Terms......................................................................................5

1.6 Significances of Study..................................................................................6

1.7 Benefits of Study..........................................................................................6

II. Review Of Literature

2.1 Theoritical Review.......................................................................................7

2.1.1 Marketing.....................................................................................................7

2.1.2 Brands..........................................................................................................8

2.1.3 Brand Images..............................................................................................9

2.1.4 Brand Benefit.............................................................................................10

2.1.5 Brand Awareness.......................................................................................10

2.1.6 Brand Equity..............................................................................................12

2.1.7 Brand Association......................................................................................13

2.2.1 Promotions.................................................................................................15

2.3.1 Consumers Loyalty....................................................................................16

2.2 Previous Research......................................................................................18

2.3 Theoriotical Framework.............................................................................21

2.4 Hypothesis..................................................................................................22

III. METHODOLOGY

3.1 Researh Design...........................................................................................23

3.2 Research Framework..................................................................................24

3.3 Sampling Design........................................................................................26

3.3.1 Research Sample........................................................................................26

3.3.2 Margin of Error..........................................................................................26

3.3.3 Size of the Populations...............................................................................26

3.4 Research Instrument...................................................................................27

3.4.1 Operational Definitions..............................................................................28

3.5 Validity And Reliability.............................................................................29

3.5.1 Validity.......................................................................................................29

3.5.2 Reliabilty....................................................................................................30

3.6 Data Collection Procedure.........................................................................32

3.6.1 Data Collection...........................................................................................32

3.6.2 Measurement Scale and Data Analysis......................................................33

3.6.2.1 Measurement Scale....................................................................................33

3.6.2.2 Data Analysis.............................................................................................34

3.7 Testing The Hypothesis..............................................................................34

3.7.1 Multiple Regressions..................................................................................34

3.7.2 Normality Test...........................................................................................35

3.7.3 Multicollinearity Test.................................................................................35

3.7.4 Heterocedasticity Test................................................................................36

3.7.5 F Test..........................................................................................................37

3.7.6 T Test.........................................................................................................37

3.7.7 Coefficient of determination (adjusted R2)................................................38

IV ANALYSIS OF DATA AND INTERPRETATION OF RESULTS

4.1 Company Profile........................................................................................39

4.1.1 History of Wings........................................................................................39

4.1.2 History of Mie Sedaap...............................................................................41

4.2 Data Analysis.............................................................................................42

4.2.1 Validity Test...............................................................................................42

4.2.2 Reliability Test...........................................................................................43

4.2.3 Descriptive Statistics..................................................................................45

4.2.3.1 Respondent Profile.....................................................................................45

4.2.3.2 Demographic Views ( Majors)...................................................................46

4.3 Multiple Regressions..................................................................................47

4.3.1 Normality Test...........................................................................................47

4.3.2 Multicollinearity Test.................................................................................49

4.3.3 Heteroscedasticity Test..............................................................................49

4.3.4 Testing the Hypothesis Results..................................................................50

4.3.4.1 F Test..........................................................................................................50

4.3.4.2 T Test.........................................................................................................51

4.3.4.3 Multiple Regressions Model......................................................................52

4.3.4.4 Measuring the Variability of Regression Models......................................54

4.4 Interpretation Of Results............................................................................55

4.4.1 Brand Images towards Consumers Loyalty...............................................55

4.4.2 Brand Association Consumers Loyalty.....................................................55

4.4.3 Promotions towards Consumers Loyalty...................................................56

V CONCLUSION AND RECOMENDATION

5.1 Conclusion..................................................................................................57

5.2 Recomendation...........................................................................................58

List Of References..................................................................................................60

List of Tables

Table 1.1 Brand and Market sales of Instant Noodles in Indonesia.........................4

Tables 2.1 Previous Study......................................................................................20

Tables 3.1 Illustration of Likert Style Rating scale Questionnaires.......................27

Table 3.2 Indicators for Operational Definitions...................................................28

Table 3.3 Relative Grading Systems for Each Dimension....................................33

Table 4.1 Validity Test...........................................................................................42

Table 4.2 Reliable Test..........................................................................................44

Table 4.3 Multicollinearity Test.............................................................................49

Table 4.4 F Test Result – ANOVA........................................................................51

Table 4.5 T Test – Significance Value..................................................................52

Table 4.6 Significance table...................................................................................52

Table 4.7 Coefficients – Standardized Coefficients...............................................53

Table 4.8 Model Summaryb...................................................................................54

List Of Figures

Figure 1.2 Product Performances of Instant Noodles In Year 2010-2012..............4

Figures 2.1 Brand Awareness piramida.................................................................12

Figure 2.2 Brand Equity Metrics............................................................................14

Figure 2.3 Theoritical Framework.........................................................................21

Figure 3.1. Research Framework...........................................................................25

Figure 4.1 Demographic Views (Gender)..............................................................45

Figure 4.2 Demographic Views ( Majors).............................................................46

Figure 4.3 Histogram.............................................................................................48

Figure 4.4 Normal P-P Plot of Regression standardized Residual........................48

Figure 4.5 Scatterplot of Heteroskedasticity.........................................................50

1

CHAPTER I

INTRODUCTION

1.1 Research Background

Business development is now colored with a wide range of competition in every

field. Seeing these conditions, more businesses are required to have appropriate

strategies to meet the target sales volume. Given the increasingly dynamic

development of technology, people are required to quickly and precisely to act in

order not to compete. According to Kotler (2002) in enhancing competition in

each of these companies should be able to win the competition by displaying best

products and can meet consumer tastes are always evolving and changing

according to the purchasing behavior

Purchasing decisions can be said to be something unique, because the preferences

and attitudes towards different objects by every people. In addition, consumers are

from multiple segments, so that what people want and need is also different.

There are many factors that influence the purchase decision. Producers need to

understand the behavior of consumers towards the product or brand in the market,

further necessary a variety of ways to attract customers to the products to be

produced.

Society activity that constantly increasing to make time used to process food

becomes more limited. So that food is practical and fast becoming an alternative

to overcome the problem of time constraints. An instant noodle is a food that is

practical and fast in processing. In addition the various types of appendages

flavors and in packs of instant noodles had many in the market, so it is not

difficult for people in Consume. In the midst of the instant noodle business and

the competition is so fast and the market opportunity is widespread, many

companies tried to create an instant noodle product with many advantages offered

the product. Based on the research from Worlds Instant Noodles Association, a

2

total of 101.4 billion the portion of noodles instant were sold worldwide last year,

Indonesia is the second largest consumer of instant noodles with a total

consumption of 14.1 billion.

Instant noodles are a food that is practical and fast in processing. In addition,

various types of a complement flavors and in packaging of instant noodles have

been circulating in the market, so it is not difficult for people to consume. The raw

materials of instant noodles have high carbohydrate which can be used as a

substitute for food such as rice. Prices are cheap and easily to get by everywhere

the people making these of food can be bought without difficulties. This makes

instant noodles favored by the people.

In Indonesian instant noodle market is lucrative. Dependence Indonesian people

against fast noodle are quite large. In this case also trigger instant noodle

companies to compete in order to achieve market share by offering products that

meet consumer needs. This is why consumers must be confronted by some kind of

instant noodle products with various brands and quality offered.

One company that is trying to compete in the instant noodle business is Wings

Food, with instant noodle products labeled "Mie Sedaap". Wings Food product

launches "Mie Sedaap" at the end of the year, 2003. Currently about 75% of the

market is dominated noodle products of Indofood, however Indonesian market as

a whole is still wide open.

Mie Sedaap is the second popular brand of instant noodles in Indonesia. Among

various instant noodle products in the market, "Mie Sedaap" is one brand that was

able to capture the attention of consumers and competitors. Mie Sedaap

successfully kicked and had to grab market share in Indonesia in early 2003

appearance. Although Indomie still dominate the market, but its market share is

increasingly eroded. Indomie's market share has declined from about 90% to

75.5% in 2003 when Mie Sedaap emerged indomie as a new competitor. Instant

noodles market share in Indonesia at the end of 2010 can be seen in table 1.1

below:

3

Table 1.1 Brand and Market sales of Instant Noodles in Indonesia

BRAND MARKET SHARE %

Indomie 64, 6

Mie seedap 26,4

Supermi 2,3

Sarimi 1,7

Mie ABC 1,6

Others 3,4

Source : SWA Magazine 2011

Table 1.2 Product Performances of Instant Noodles industry In Year

2010-2012

NO BRAND TOM BRAND SATISFACTION

2010 2011 2012 2010 2011 2012

1 Indomie 73,8 79,0 72,9 99,7 99,5 99,1

2 Mie Sedaap 15,4 12,6 15,8 98,7 98,5 99,7

3 Supermie 5,5 4,4 4,1 97,6 100,0 98,2

4 Sarimie 1,9 1,0 2,4 99,9 100,0 100,0

Sources: SWA Magazine and TOP BRAND AWARDS

This research is about to analyze the brand images, brand association and

promotion towards consumer’s loyalty of mie sedaap instant noodles in Indonesia.

Instant noodle product is one of the fast food products are more and more popular

with people because of the ease of presentation. With the increasing number of

instant noodle products on the market meant to provide flexibility for consumers

to choose the brand accordance with the wishes.

4

1.2 Statement Of Problem

When people decide to buy a product, there is something that can be their

standard to choose of a product, one of their standards is a brand of the product.

Brand represents consumers’ perceptions and feelings about a product. The

statement of problem is used to guide this research work and formulated in

question:

1. How is the Brand images of Mie sedaap Instant Noodles

influenced president university consumers loyalty?

2. How is the Brand Association of Mie sedaap Instant Noodles


3. How is the Promotion of Mie sedaap Instant Noodles


4. How is brand images, brand association and promotion of mie

sedaap Simultaeneously influenced consumers loyalty of

President University Student?

1.3 Research Objectives

Purpose of making of this research are:

1. To analyze the Brand images of Mie sedaap Instant Noodles

influenced president university consumers loyalty

2. To analyze the Brand Association of Mie sedaap Instant

Noodles influenced president university consumers loyalty

3. To analyze the Promotion of Mie sedaap Instant Noodles

influenced president university consumers loyalty

4. To analyze brand images, brand association and promotion of

mie sedaap simultaneously influenced consumer’s loyalty of

President University Student.

5

1.4 Research Limitation

Every respondent selected the student of President University that has already try

mie sedaap instant noodle. Since the scope and limitation has set, research

question occur is: how strong the relationship of brand images, brand association

promotion toward consumer loyalty.

1.5 Definition Of Terms

Brand: set of perceptions and images that represent a company, product or

service.

Brand Image : Brand image is developed over time through advertising

campaigns with a consistent theme, and is authenticated through the consumers'

direct experience.

Instant Noodles : Instant noodles are the noodles that are already cooked first and

mixed with oil, and could be prepared for consumption simply by adding hot

water and spice variants are available in the package.

Perceived Quality: Perceived Quality is the consumers perception of the overall

quality amd advantages of a product or services. ( Kotler, Principle of marketing

12th edition. 2005)

Consumers Loyalty : loyalty is customer commitment the stores, brands and

suppliers that are based on positive attitude reflected in the form of repeat sales

consistently.

Promotions : An action taken by a company's marketing staff with the intention

of encouraging the sale of a good or service to their target market. For example,

product promotion performed by a typical business might take the form of

advertising the product in question via print or Internet ads, direct mail or e-mail

letters, trade shows, telephone and personal sales calls, TV and radio ads,

billboards, posters and flyers.

6

1.6 SIGNIFICANCE OF THE STUDY

There are some objectives that researcher find, this research is not only valuable

for researcher but also give benefits to other who interested with this study. This

research is expected to be functioning to:

1. Academic

This Research may can help next batch student to gain more

information and knowledge about brand images , brand

association, and promotion towards consumers loyalty. May this

research can increase the number of reference in Library.

2. Researcher

This Research make Researcher gain more knowledge about brand

images, brand association and promotion towards consumers

loyalty.

3. Wings food

To know what are the dominant factors that influences of brand

images, brand association and promotion towards consumers

loyalty.

1.7 Benefits Of The Study

To determine the application of the theory gained in the classroom with the reality

that is going on, about the problems that exist in marketing, especially about

preference, price, and promotion as well as customer loyalty. For other

researchers, hopefully this research become as a reference for further research.

7

CHAPTER II

REVIEW OF LITERATURE

2.1 Theoritical Review

2.1.1 Marketing

Those companies are focused and heavily committed to marketing. Those

companies like apple and Samsung are share a passion for understanding and

satisfying their consumers needs and wants. In a simple definition marketing can

be defined as an activity with aim or purpose to fulfill people needs and wants.

Needs is something that have eternally exist inside of all of human body and its

something that each human in this world have to fulfill it. Whereas wants is

something that human and people willing to pay for a certain amount to get a

certain pleasure of particular products or services which it’s not really necessary

and important as needs to be fulfill. According to the Kotler and Armstrong

(2010) about the definition of needs and wants are:

“Needs is states of felt deprivation which includes basic physical needs for food,

clothing, warmth, and safety; social needs for belonging and affection; and

individual needs for knowledge and self-expression”.

“Wants are the form of human needs take as they are shaped by culture and

individual personality, Wants also shaped by one’s society and are describe in

terms of objects that will satisfy needs”. Here are some definition of marketing

according from some different analysis and books:

According to the Kotler and Armstrong (2012) the definition of marketing is:

“Marketing is the process by which companies create value for customers and

build strong customer relationship in order to capture value from customers in

return.”

8

From all of those definitions of marketing, the researcher simply conclude that

marketing is the process of selling product or service to the consumer by also

delivering value and keep a good relation ship between firm or company and

consumer. By having a deep understanding of marketing definition, firm or

company will be able to giving product and services that meet what consumer

demand and gain a great customer satisfaction.

2.1.2 Brands

According to the American Marketing Association, a brand is defined as a name,

term, symbol, sign, design, or a combination of these things.

Brand as “ a name, term, symbol, or design, or combination of them, intended of

identify the goods or services of one seller or droup of seller and to differientiate

them from comoetitors” A brand is thus a product or services that adds

dimensions that differentiate it in some way from other product or services

designed to satisfy the same need (Kotler & Keller, 2006)

According to Fandy Tjiptono (2004) brand is a name, term, sign, symbol, design,

color, motion, or a combination of attributes of other products that are expected to

provide the identity and differentiation of competitors' products. Basically a brand

is also a promise to consistently deliver the seller series characteristics, benefits,

and certain services to the buyer. Build a strong brand requires careful planning

and a lot of long-term investment. A successful brand is on a product or service

that is supported marketing creatively designed and implemented.

Brand is not just something that can display functional value, but also can provide

certain value in the minds of consumers. Name the term, symbol, mark or design

or a combination of these things are intended to identify the goods or services by a

person or group of sellers as the holder of the brand and to differentiate it from

competitors' products.

According Surachman (2008) brand is a name or symbol that distinguishes nature

(such as a logo, stamp, symbol, symbols, signs, slogans, words or packaging).

9

Brands can also be interpreted as a name, symbol, or special design or some

combination of elements designed to identify the goods or services offered.

A brand is essentially a promise to deliver performance marketing products or

services that can be predicted. In order for successful brand establishment and

brand value is created, it must be able to convince consumers that there is a big

difference between brands in a particular product or service category. Because the

differences are often associated with the brand attributes or benefits of the

product.

2.1.3 Brand Images

According to Kotler (2007: 346) is the brand image perceptions and beliefs made

by consumers, as reflected in the associations that occur in consumer memory.

According to Nugroho (2003: 182) states that the image or the image is reality,

therefore if the communication does not match the reality of the market, normally

the reality will prevail. The image will eventually be good, when consumers have

sufficient experience with the new reality. Is a new reality which is that actual

organization work more effectively and have a good performance.

According to Brown, show some of the benefits to be gained from a company that

has been satisfying its customers through the delivery of quality service is the

company's image of them (corporate image) (Arafat, 2004: 61)

Kotler (2002: 215) defines brand image as a set of beliefs, ideas, and impressions

that a person has to a brand. The attitudes and actions of consumers towards a

brand is determined by the brand image. Philip Kotler and Kevin Lane Keller

(2009) also found that customer-based brand equity is the difference in impact of

brand knowledge on consumer response to brand marketing. It is known that

marketers build brand equity by creating structure and consumer brand knowledge

appropriate.

Brand can be said to have customer-based brand equity that positive, if consumers

reacted more enjoyable to a certain product, and how products are marketed and

10

identified when compared to the time that the brand has not been identified.

Otherwise, if the brand said to have a customer-based brand equity that negative,

when consumers react less favorably to the brand marketing activities in the same

situation.

2.1.4 Brand Benefit

Brand has benefit to producers and consumers. For producers, brand has an

important role as:

1. Brand as form of identification to facilitate the process of

handling or tracking products for the company, especially in the

preparation and recording of accounting organization.

2. Brand as form of legal protection against the features or aspects

of unique product. Brand name can be protected through

registered trademarks, manufacturing process can be protected

through patents, and packaging can be protected through

copyright and design.

3. Brand as signal level of quality to satisfy customers, so they can

easily select and buy it again it other time.

4. Brand means to create unique associations and purpose that

differentiate products from competitors.

2.1.5 Brand Awareness

Brand Awareness indicates the ability of a potential buyer for recognize or recall

that a brand is a part of the certain product categories (Durianto et al, 2001).

according to Shimp (2003) brand awareness is the basic dimensions of brand

equity. By way of perspective, a brand does not have the equity to consumers

aware of the brand. Humdiana, (2005) stated that the level of brand awareness

divided into four sections shown in Figure 2.1 priramida following:

11

Figures 2.1 Brand Awareness piramida

Sources: Humdiana (2005)

Brand awareness (brand awareness) is divided into four parts:

1. Unaware of the Brand in this category include the brand

remains unknown, despite being done through the aid recall.

2. Brand Recognition This category includes the Brand

Recognition known consumer brand products after the recall

through the aid.

3. Brand Recall This category includes the category of a product

mentioned or remembered consumers without having to do

recall and termed the unaid recall.

4. Top of Mind is the first brand name is called by the consumer

and is the culmination of the mind of the consumers

themselves.

12

2.1.6 Brand Equity

From the marketing perspective, Brand equity is defined as “the value of a brand

as a signal to consumers” and “the set of associations and behaviors on the part of

a brands customers, channel members and parent corporation that permits the

brand to earn greater volume or greater margins than it could without the brand

name and that gives the brand a strong, sustainable, and differentiated competitive

advantaged.” (A. Belen del Rio, 2001)

Additionally, Brand equity is a set of assets linked to a brand’s name and symbol

that add to the value provided by a product or service to a firm and/or that firm’s

customers ( Aaker, 1991, cited on Tong and Hawley, 2009).

According Surachman (Surachman: 2008) brand equity or brand strength is an

asset. Brand equity is also defined as a positive differential effect caused by the

knowledge of the brand name customer responses bag products or services. Brand

equity of a product will attract customers to show a preference for products that

have the brand than non-branded products, although both products are essentially

identical.

Brand equity can lead to greater revenue, lower cost, and higher profit; it has

direct implications for the firm’s ability to command higher prices, a customer’s

willingness to seek out new distribution channels, the effectiveness of marketing

communications, and the success of brand extensions and licensing opportunities,

stated by Keller as cited in Ahmed (2003)

An attempt to define the relationship between customers and brands produced the

term ``brand equity'' in the marketing literature. The concept of brand equity has

been debated both in the accounting and marketing literatures, and has highlighted

the importance of having a long-term focus within brand management. Although

there have been significant moves by companies to be strategic in the way that

brands are managed, a lack of common terminology and philosophy within and

between disciplines persists and may hinder communication.

13

Figure 2.2 Brand Equity Metrics

Sources: D. Aaker (2004)

According to Aaker brand equity is a said of brand assets and liabilities that

associated with the brands, names, and symbols, which add to subtract from the

value given by the product or services to companies and or for corporate

consumers.

2.1.7 Brand Association

Brand association as the other informational nodes linked to the brand node in

memory and contained the meaning of the brand for consumers. (Humdiana,

2005) the value of that underlie of brand frequently was based a specific

associations connected with it. A brand is not just a name or distinguishing

between products with another product, but more than that brand is able to

14

provide certain associations in the minds of consumers. According to Aaker

(quoted from Humdiana, 2005): "A brand association is anything that deals with

the memory of a brand."

In Humdiana (2005), brand association essentially requires various product

attributes (customer benefits) that can thrust a specific reason to buy and use the

brand. These associations are the foundation of the purchasing decision to brand

loyalty. Some associations also can influence consumer purchase decisions

through the creation of good brands credibility in the minds of customers. Brand

with good credibility creates great confidence over the brand. Impressions related

brand will increase with the increasing number of consumers to experience a

brand or with the more frequent sightings in its communication strategy.

One way to distinguish between brand associations is by their level of abstraction,

that is, by how much information is summarized or subsumed in the association.

In line with this criterion, Keller (2005) classifies brand associations into three

major categories: attributes, benefits and attitudes. Attributes are those descriptive

features that characterize a brand, such as what a consumer thinks the brand is or

has and what is involved withits purchase or consumption. Benefits are the

personal value consumers attach to the brand attributes, that is, what consumers

think the brand can do for them.

Brand attitudes are consumers' overall evaluations of a brand. The associations

related to the functions represent a greater degree of abstraction than those

referring to the attributes, and so are more accessible and remain longer in the

consumer's memory (Chattopadhyay and Alba,2007). A further specific feature of

the functions is that they have a positive nature, that is, the brand value is greater,

the higher the level. For these reasons, and given the interest of working with a

multidimensional measure of brand associations, we will examine the associations

concerning the functions.

According to Sadat (2008), positive associations are attached to brands can easier

for customers to process and recall information about the various brand are very

useful in a purchase decision process. The high brands awareness can be a sign of

15

the high quality, commitment, and encourages consumers to think of a particular

brand in the purchase process

2.2.1 Promotions

Promotion is one of the marketing mixes used by the company to hold

communication with its market. Promotion is also often described as the process

continues, as it can lead to a series of further activities for the company. Buchari

Alma (2002) revealed promotion is a kind of communication give a convincing

explanation of the potential consumers of goods and services. William Schoell in

Buchari Alma (2002) stated promotion is an attempt conducted by marketers and

communicate with prospective audience. According to Belch (2003) the definition

of promotion is: “Promotion is the coordination of all seller initiated effort to set

up channel of information and persuasion in order to sell goods and service or

promote an idea”.

Philip Kotler (2002) suggested five types of promotions are usually called as the

promotional mix are Mass Selling, Personal Selling, Sales Promotion, Public

Relations and, Direct Marketing. All This promotional tools work together to

achieve corporate communications objectives. The company also is always

looking for ways to achieve effectiveness by switching from a promotional tool

into another promotional tool for better economic value, or it may be a company

wants to achieve a certain level of sales with a variety of promotional mix.

1. Personal Selling Personal selling is direct communication (face to face)

between seller and prospective customers to introduce a product to

potential customers and persuade the customer understanding of the

product so that they can try and buy it.

2. Mass Selling Mass Selling consists of advertising and publicity. Mass

Selling is an approach that uses communication media to convey

information to the public at a time. This method is not more flexible than

personal selling, but is cheaper to transmit information to the target market

of vast quantities and widespread.

16

3. Sales Promotion Sales promotion is a direct form of persuasion through

the use of a variety of incentives that can be set to stimulate the purchase

of the product immediately and or increase the number of goods to be

purchased by customers.

4. Public Relations (Public Relations) Public Relations is a comprehensive

communications effort of the company to influence the perceptions,

opinions, beliefs, and attitudes towards various groups of the company.

The groups are those who are involved, have an interest, and may affect

the company's ability to achieve its objectives.

5. Direct Marketing Direct Marketing is an interactive marketing system

that utilizes one or more advertising media to generate a measurable

response in any location (Tjiptono, 2000:222). To provide an optimal

distribution of each method of promotion is necessary to the proper

promotional mix strategies. These tasks are not easy, considering the

effectiveness of each one is different and each method would be overlaps

with other methods.

Promotion through the Advertising by Philip Kotler (2002) is any form of non-

personal presentation and promotion of ideas, goods, or services by a particular

sponsor that requires payment. Advertising is also a presentation and promotion

all forms of private not about ideas, goods, or services that are paid by particular

sponsor. As a medium of advertising is newspapers, magazines, mail, TV, radio,

cinema, billboards, car cards, catalogs, phone books and so on. According to John

D. Burke in Buchari Alma (2002) defines advertising as a form of delivering sales

messages are routed to the public through means of persuasion aimed at selling

goods, services, or ideas.

2.3.1 Consumers Loyalty

Consumer loyalty is a function of consumer’s satisfaction. According Schnaars (in

Tjiptono 2004:24) is essentially the purpose of business is to create satisfied

customers. Creation of customer satisfaction can provide several benefits,

including some of the relationships between the company and its customers into

17

harmony, providing a good basis for repeat purchases and customer loyalty

creation, and form a word of mouth recommendation.

According to Tjiptono (2004:110) customer loyalty is the commitment against

store, brand or supplier which is based on a positive attitude that is reflected in the

consistently purchase. Regarding the reasons for repurchase, Blackwell (2001)

argues that when appearing repurchase that means there are two possibilities,

namely: purchases repeated in order to solve the problem.

According to Oliver in Kotler and Keller (2006:135), consumer loyalty defined as

strongly held commitment to return purchasing or use the products or services in

the future option although the influence of the situation and marketing efforts

having the potential to leads to changes in behavior. Kartajaya (2006:87) states

that consumer loyalty is how the company has an enthusiastic consumer, both

keen to use products and services company, keen to know the latest product or

service company, enthusiastic to become an advisor for the company and keen to

preach the company's product or service to other people.

According to Griffin (2005:31), an indicator of consumers who are loyal to

aproducts or services, namely:

1. Making a purchase on a regular basis.

2. Purchases among product lines or services.

3. Referring to other people.

4. Shows a fidelity of pull competition (not easily influenced

by the pull of competitive other similar products).

From the definition above, it can be summed up loyalty as a customer due to get a

commitment from purchases that reflected satisfaction with the repetitive

purchase. Loyalty and willingness of consumers to buy a product is continuously

at the same sellers can happen if consumers are satisfied with the performance of

the brand.

The Process of being loyal to one product has a several phase. This process takes

a long time, with emphasis and attention which is different for each phase,

18

because each phase has different needs. By considering each phase and meet the

needs of each phase, the company has a greater opportunity to establish a potential

buyer into a loyal customer to the company. According to Hill (2001:60) concept

of customer loyalty can be divided into six levels, namely:

1. Suspect: all those who may be purchasing services company called

suspect because it believes that they would buy, even if they do not

know about the company and services offered.

2. Prospect: the people who have the need for specific services, and have

the ability to buy it. The prospect is, even though they make a purchase,

they have to know the existence of the company and services offered,

because someone has recommended services.

3. Customers: at this step, the consumer is having dealings with the

company, but did not have positive feelings toward the company;

loyalty does not appear at this step.

4. Clients: at this phase the consumer had purchased over the companies,

they have positive feelings toward the company. At this phase, loyalty

to the company has been looked.

5. Advocates: at this point the client, actively support the company by

giving advice to other people to want to buy the goods at the company.

6. Partners: at this phase there has been a strong relationship and mutual

benefit, between the company and the consumer / customer. At this

phase the customer will reject products / services from other companies.

2.2 Previous Research

Previous research would be meaningful if the titles are used as research material

in contact with the very consideration of research to be done. Typically, previous

studies used is directly related to the research study is being conducted.

Previous research will avoid repetition or even plagiarism of research. The

purpose of the inclusion of past research is to investigate the science building that

has been placed by others, so that the project is completely new and has not been

19

studied by others. In other words, by reviewing previous research, one would

easily localize the contribution to be made. There is some of previous research

that would be references in this research:

Tables 2.1 Previous Study

Name of

Researcher

Title Methods Result

Ricky

Kurniawan

(2009)

An analysis that

influenced of

purchasing decision of

Indomie Instant noodles

(case study of unika

soegijapranata student

Semarang)

Dependent

Variables:

Purchasing

Decision

Independent

Variables: Brand

image, Promotion,

Prices

Showed

significant

impact of

Brand Images,

Promotion,

prices and

Purchasing

Decision.

Nur Ida Iriani

(2011)

The influence of Brand

Equity dimensions on

purchase decisions of

Telkomsel's cellular

phone card in Malang

Dependent

Variable:

Purchasing

Decision

Independent

Variables: Brand

Equity (Brand

Awareness,

Impression Quality,

Brand Association,

and Brand

Loyalty).

Brand

Awareness

Variables not

have influence

on Consumer

Purchase

Decisions,

whereas

impression for

variable

quality, brand

associations,

and brand

loyalty has a

positive

influence on

Consumer

Purchase

Decision.

20

Nazia

Yaseen,DKK

(2011)

Impact of Brand

Awareness, Perceived

Quality and Customer

Loyalty on Brand

Profitability and

Purchase Intention: A

Resellers’ View

Dependent

Variable : Brand

Profitability and

Purchase Intention

Variabel

Independent

Variable : Brand

Awareness,

Perceived Quality

and Customer

Loyalty

Showed

significant

impact of

perceived

quality,

brand

awareness,

purchase

intention

Sources: Adjusted by Researchers

21

2.3 Theoriotical Framework

Theoretical framework is a conceptual model of how the theory relates to the

various factors that have been identified as an important issue.research framework

as can be seen in the picture below:

Figure 2.3 Theoritical Framework

Sources: Self Constructed developed from Brand’s theory based on Philip Kotler

and Kevin Lane Keller (2009) loyalty making theory

CONSUMER's LOYALTY

(Y)

Brand Images

(X1)

Promotion

(X3)

Brand Association

(X2)

22

2.4 Hypothesis

The hypothesis is that temporary decision-making method based on the analysis

of data. Correlation in this study has the hypotheses as follows:

Ho1 = there is no an positives influences of Brand Images (X1) towards

Consumers Loyalty (Y)

Ha1 = there is has a positives influences of Brand Images (X1) towards


Ho2 = there is no an positives influences of Brand Association (X2) towards


Ha2 = there is has a positives influences of Brand Association (X2) towards


Ho3 = there is no an positives influences of Promotions (X3) towards Consumers

Loyalty (Y)

Ha3 = there is has a positives influences of Promotions (X3) towards Consumers

Loyalty (Y)

Ho4 = there is no an positives influences of Brand Images (X1), Brand

Association, and Promotion (X3) towards Consumers Loyalty (Y)

Ha4 = there is has a positives influences of Brand Images (X1), Brand

Association, and Promotion (X3) towards Consumers Loyalty (Y)

23

CHAPTHER III

METHODOLOGY

3.1 Researh Design

In this research, the researcher would be explain about the methodlogy that

applied in this research. This research will apply quantitative method; researcher

tries to identify the Analysis Of Brand Images, Brand Association And


Indonesia.

In the process of making this research, there are two method or ways which

different and distinguish to each others; there are quantitative and qualitative

method. The main difference thing between quantitative and qualitative is

quantitative method is more focused on the number and utilizing of statistical

tools, on the other side qualitative method is more concern on the comparison and

usage of many theories from various of sources. According to Render, Stair, JR,

and Mich. Hanna (2009) quantitative analysis is:

“Quantitative Analysis is the scientific approach to managerial decision making.

Whim, emotions, and guesswork are not part of the quantitative analysis

approach”

Quantitative Observations are made using scientific tools and measurments. The

results can be measured or counted, and any other person trying to quantitively

assess the same situation should end up with the same results. In Quantitative

method pieces of information that can be counted mathematically, it usually

gathered by surveys from large numbers of respondents selected randomly and it

analyzed using statistical methods best used to answer what, when and who

questions (Civicpartnership.org, 2013). The researcher use quantitative method in

conducting research.

24

Besides that the mixed method provides better result, researcher believed that due

to insufficient time that has left, there is no enough time to make a mixed

research, therefore researcher has picked Quantitative method as it is the second

most accurate research. The data that is formed into bars and charts have been

proved is a common solution in solving the problems.

A quantitative method or approach is often being used with aim to verify and

prove existing theories or test hypothesis developed based from the previous

research or study. The ultimate goal of any quantitative research is to generalize

the truth found in the samples to the population

According to Burns and Grove (Burns N. and Grove S. K., 2005), quantitative

research is a formal, objective, systematic process in whic numerical data are used

to obtain information about the world and this research method is used for to

describe variable , examine relationship among variables, and to determine cause-

effect interactions betweet variable.

Quantitative reseach as its name is always related to the number thus the

collection of numerical data. After collecting the information of some numerical

data, the analysis will be done using mathematically-based methods. The

analyzing using this mathematic methods are not necessarily used in qualitative

research as the data are not always in numerical and because of this can’t be

analyzed using statistics.

3.2 Research Framework

The research began from the identification of the problem related with the

previous observations. The statement of problem was constructed as the base view

of the topic. In addition, to support the statement of problem, several theories and

opinions are included to strengthen the statement. After all the theories and

opinions are included, then there is a pre-test questionnaire is constructed using

the theories as the basic of making the questionnaires.

25

Figure 3.1. Research Framework

Source: Developed by Researcher

Validity and reliability test was tested when all of the questions of pre-test

questionnaire were finished and received back as responses. 16.0 was used to

analyze the data, and the result is composed to make a final questionnaire to be

spread for the achieved goals, 95 respondents.

Conclusion and Recommendation

Analysis and Interpretation of Statistical package SPSS

Collect the Data

Reliable and Valid Questionnaire

Questionnaire building

Literature review

Identify variables of Research

State of the Problem

26

3.3 Sampling Design

Sampling Design is referring to process of selecting several elements from a

population where the size of sample is expected to be as close as 100% or only

few errors. The larger the sample, the more accurate the data is (Sugiyono, 2012)

3.3.1 Research Sample

The sample size or number sample of respondent that researcher have to take is an

important issues when in this research; the researcher used the quantitative

analysis. According to Roscoe stated by Sekaran (2010) that “the determination of

sample size number should be among 30 to 500 elements”, therefore in this

research, the researcher take 95 respondents for its sample size.

3.3.2 Margin of Error

The margin of error is the percentage of allowance for no precision or error that

occurs due to the use of sample instead of population. In the margin of error, there

are two level of percentage that usually many people used. There are 0.01 percent

and 0.05 percent. 0.01 percentage level margin of error is more accurate than 0.05

percent, so the researcher used the 0.01 percentage margin or error in which

means that in this study or research the level of error with the confidence level of

99%.

3.3.3 Size of the Populations

According to Lind D.A, Mason W.G & Marchal, R.D., 2005, Population is a

collection of all possible individual, object, or measurement of interest. Measuring

the population is important because to determine the sample, population must be

determine first. The population of this study is President University student all

Major Batch 2011 and 2012 which acount for 1425 students

.

27

3.4 Research Instrument

The idea of this research’s topic comes when researcher had to change the topic

due to the collision of previous topic and researcher’s major selection. the

researcher use two sources to collect data and information. Those are primary data

and secondary data. Primary data is data which consists all the information that

the researcher needs for conduct the study; it collected and gathered throughout

questionnaire that given to the third parties. On the other hand secondary data is

information that collected and gathered by the researcher for conduct the study;

the process of gathering secondary data is could from internet, books, or any other

resources that can be used for this study purpose.

In this research, there are three independents variables (X) and one dependent

variable (Y) and every variable has few statements. Brand Images (X1) has five

statements, Brand Association (X2) has five statements, Promotions (X3) has five

statements and Consumer’s Loyalty (Y) has five statements

Tables 3.1 Illustration of Likert Style Rating scale Questionnaires

No. Statements SD D N A SA

1.

Sources: Self Constructed

To measure this primary data, the researcher used likert scale which was

developed by Rensis Likert because it is the most frequently used variation of the

summed rating scale. The type of rating is agreement and there are five categories,

strongly disagree (SD), Diasgree (D), neutral (N), agree (A), and Strongly Agree

(SA).

28

3.4.1 Operational Definition

There is some operational definitions of Brand Images, Brand Association,

Promotions and Consumers Loyalty that would be divide into several

section to create questions statement for questionaires.

Table 3.2 Indicators for Operational Definitions

Variables Indicators Statement Theory

Brand Images

(X1)

Self

images

The product is known as

popularity Brand

Kotler

(2002)

Taste

satisfaction

The Products Variant taste is

giving good brand images

Product

satisfaction

I feel satisfied toward the taste of

Mie sedaap Intant Noodles

Image of

Products

The product has competitive price

compared by other competitors

The producthas good reputation in

instant noodles industry

Brand

Association

(X2)

Atributes

quickly recall the symbol or logo of

product

Keller

(2007)

Some of product Variant comes to

mind quickly.

Attitudes

easily to imagining product in their

mind.

The product makes an innovation

frequently.

Benefits Product are already meet

expectations consumers

Product advertisement in the

media is attractive

29

Promotions

(X3)

Mass

Selling

Product advertisement frequency

in television is often so that

attractive

Philip Kotler

(2002)

Personal

Selling

The delivery of language in

advertisement is understandable

Purchase a product because of the

promotion

Direct

Marketing

The advertising and message of

product tagline is affecting image

about the brand

Consumers

Loyalty

(Y)

Conative

Purchase the product more than

one times

Philip Kotler

and Keller

(2006)

Always purchase the same

product

Always purchase same product

again

Affective consider to be loyal to the

product

Cognitive The customer that would purchase

same product regularly in certain

period

3.5 Validity And Reliability

3.5.1 Validity

The validity test show how far questionnaire able to measure what the researcher

want measure in this study. The validity test help the researcher to ensure that

each of question that asked in the questionnaire is the right and appropriate

question which each of question able to measure what the researcher want to

measure.

The Pearson’s correlation coefficient is using to measure the validity of variables

in research. The coefficient of correlation of Pearson Product Moment can be

based on the actual values of X and Y. The equation as follow:

30

The Formula is:

∑ (∑ )(∑ )

√ ∑ (∑ ) √ ∑ (∑ )

Source: Berenson, Levine & Timothy C. Krehbiel (2011)

Where:

n = the number of paired observations

Σ X = the X variable summed

Σ Y = the Y variable summed

Σ X2 = the X variable squared and the squares summed

(Σ X) 2 = the X variable summed and the sum squared

Σ Y2 = the Y variable squared and the squared summed

(Σ Y) 2 = the Y variable summed and the sum squared

Σ XY = the sum of the product of X and Y

According to Sugiyono (2006) in Rahmawati research (2005) state that “item

which has high positive correlation with total score means that item has high

validity” minimum standard in order to fulfill validity test is if r = 0.3, where if r <

0.3 is categorize as invalid. In this research, the researcher use 0.05 for

significance level in the validity test.

3.5.2 Reliabilty

Refers to (Cooper & Schindler, 2006, pp352), “reliability is a characteristic of

measurement concerned with accuracy, precision, and consistency”. Reliability

test used to shows how far the measurement result is relatively consistence if the

measurement re-done for twice or more. Reliability test as an index to show the

31

degree of trusted and relied of the instrument, in this research is refers to

questionnaire, Lind, D. A. (2002).

Reliability test is used to measure the accuracy and consistency of the

questionnaire. In this research, the researcher uses Cronbach’s Alpha formula to

determine the reliability. SPSS 16.0 is used to test the question in terms of

reliability. Cronbach Alpha formula:

Where:

α = instrument reliability’s coefficient

r = mean correlation coefficient between variables

N = number of questions

According to Malhotra (2010) that to achieve the moderate scale reliability, the

alpha value of all items that indicated the reliability statistics has to exceed

criterion of 0.60. the variable will be categorize as unreliable if the cronbach’s

alpha of that certain variable is less than 0.60

32

3.6 Data Collection Procedure

3.6.1 Data Collection

In this study the researcher use two sources to collect data and information. Those

are primary data and secondary data. Primary data is data which consists all the

information that the researcher needs for conduct the study; it collected and

gathered throughout questionnaire that given to the third parties. On the other

hand secondary data is information that collected and gathered by the researcher

for conduct the study; the process of gathering secondary data is could from

internet, books, or any other resources that can be used for this study purpose.

In order to produce accurate, valid and reliable data, the researcher needs to do an

appropriate data collection process. The method of data collection to conduct this

study or research is consists of:

1. Primary data

The method that the researcher used to collect and gathered

primary data is by using survey method in which the

researcher distribute and spread questionnaire to third

parties who qualified and fulfill the requirement that

researcher set for to be respondent in this study.

The questionnaire is designed and constructed by the

researcher with guidance from previous research. The

questionnaire is consists of two part which first part is

consist of questions that asked related to respondent profile

or demographic status. The second part is consist of

statements that three independent variable there is Brand

Image, Brand Associations, Promotions and one dependent

Variable that is Consumers Loyalty. The questionnaire is

print and copy in the form of papers in which distributed to

all students in President University despite of major, batch

and gender.

33

2. Secondary data

According to Malhotra and Peterson (2002) secondary data

is “data collected for some purpose other than the problem

at had”. In this study the researcher collect and get the

secondary data from some of these sources in internet.

3.6.2 Measurement Scale and Data Analysis

3.6.2.1 Measurement Scale

Likert Scale was developed by Rensis Likert. It is the most frequently used

variation of the summed rating scale. Summed rating scales consist of statements

that express either a favorable or an unfavorable attitude toward the object of

interests. The participant is asked to agree or disagree with each statement. Each

response is given a numerical score to measure the participants overall attitude

Cooper and Schindler (2006).

In this research, data is interpreted using five-Likert Scale Malhotra, (2010) as the

same as the basis for the interpretation of the result of the compute data where the

boundary of numeral and option includes:

Table 3.3 Relative Grading Systems for Each Dimension

Relative Grading Statement Score

Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Sources: Lavrakas (2008)

34

3.6.2.2 Data Analysis

Statistical Package for Social Science (SPSS) V. 16.0

Refers to the free library by Farlex about Statistical Package for Social Science

(SPSS) is the most widely program or software that used to analyze data; for

example basic statistical procedures such as frequencies , t-test, linear regression,

multiple regression, means, factor analysis, and so on. In this research, the

researcher will use SPSS to analysis the data that get from the questionnaire.

3.7 Testing The Hypothesis

To conduct this study, the researcher used multiple regression as the function or

formula to see and verify the relationship between independent variables (Brand

Images, Brand Association and promotion) and dependent variable (Consumers

Loyalty), and also to see what is the most significant factors from independent

variables that affecting the dependent variable.

3.7.1 Multiple Regressions

In this study, the researcher uses multiple regression tools to conduct the research.

According to Stair, JR and Hanna, (2009), “multiple regression models is a

practical extension of simple regression in which it allow user to build a model

with several independent variables”.

Y= βo + β1X1 + β2X2 + β3X3 + ε

Where:

Y = Consumers Loyalty (Dependent Variable)

β0 = Y intercept

β 1 – β 3 = Regression Coefficient

X1 = Brand Images (independent variable)

X2 = Brand Associations (Independent Variable)

35

X3 = Promotion (Independent Variable)

ε = Random Error

In order to see the correlation between dependent variable and independent

variables in this study, there are three tests or requirements that have to pass in the

regression model. There are normality test, multicollinearity test and

heteroscedasticity test.

3.7.2 Normality Test

Normality test is to test the independent variable and the dependent variable in the

regresion equation output. The regresion equation is good, if the data independent

and dependent variable is bound to normal or near normal distributed. The

researchers will analysis the normality from the output that comes out from the

SPSS V.16 process for accurate results.

Graphical method visualized the distribution of a random variable compare the

distribution to a theoretical one using plot. These method is either descriptive or

theory driven. In this study, the researcher implements those two methods. Among

of types in descriptive plots, the researcher will use histogram in which the

researcher just need to see whether the data is normal or not by analyze the shape

graph of histogram. The data will normally distribute if histogram line is in bell

shaped.

Theory driven plot consist of P-P plot (probability-probability plot) and Q-Q plot

(quantile-quantile plot), in this part the researcher will get normal data if the plot

is distributed by following the shape of line.

3.7.3 Multicollinearity Test

Multicollinearity test is a test that used to know or detect whether any independent

variable that correlated strongly to each others in the multiple regression models.

Multicollinearity is situation that researcher have to avoid, because it will not

good for independent variable correlated strongly to each others. In order to

measure multicollinearity, variance inflation factor (VIF) is used to measure.

36

Normally, VIF measure how much the variance of the estimated coefficients is

increased over the case of no correlation among the X variables. The formula for

VIFk is:

And R2 = SSR/SST

Where:

R2K = The R2 value obtained by regressing the kth predictor on

the remaining predictors.

SSR = Regression sum of squares

SST = Total sum of squares

The researcher will determine whether is there any correlation between one or two

independent variable by looking at VIF value. If VIF value of one variable is

around or greater than 10, it means that there is collinearity occurs in that variable.

If there are two or more variable which has VIF value around or greater than 10, it

means that those two variables has strong correlation and one of these variables

are need to be eliminated directly from the multiple regressions models.

3.7.4 Heterocedasticity Test

Heteroscedasticity test is used for knowing whether the data is not normally

distributed and it also use to know if the variance terms of errors are difference

across observations. It can be seen from the scatter plot by looking at distribution

of residual value toward the predicted value. If the distribution is spread randomly

without any systematic pattern, then the data is passed the heteroscedasticity test.

37

3.7.5 F Test

F test is used to determine whether there is a significant relationship between

independent variables and dependent variable. F test works by statistically test the

null hypothesis that there is no linear relationship between independent variable

and dependent variable. In below showed f test formula that used in this research:

Where:

F = statistic test for F distribution

R2 = coefficient of determination

k = number of independent variables in the model

n = number of sample

The level of significance that used in this research is α = 0.05. Ho is accepter if

the f test value is greater than the level of significance α = 0.05 and Ho is rejected

if the f test value is less than the level of significance α = 0.05.

H0: β1 = β2 = β3 0, if significant F > 0.05, accept H0

Ha: at least there is one β ≠ 0, if significant F < 0.05, reject H¬0

3.7.6 T Test

T test is used to determine the partial relationship of each independent variable

toward dependent variable. The level of significance α is 0.05. Ho is rejected if t

test value lower than α = 0.05 and Ho is accepted if t test value greater than α =

0.05.

H01: βi1 = 0, if significant T > 0.05, accept H0 i = 1,2,3.

38

Ha1: βi1 ≠ 0, if significant T < 0.05, reject H¬0

H02: βi2 = 0, if significant T > 0.05, accept H0

Ha2: βi2 = 0, if significant T < 0.05, rejecte H0

H03: βi3 = 0, if significant T > 0.05, accept H0

Ha3: βi3 = 0, if significant T < 0.05, reject H0

3.7.7 Coefficient of determination (adjusted R2)

Coefficient of determination test is used in this research in order to know about

the correlation of independent variables toward the dependent variable and also to

know how far the dependent variable is can be explained by independent variables

(UCLA, 2013). The value adjusted R Square is range from 0 till 1. If the value

adjusted R square is close to 0, means that the capability of independent variable

to explain the dependent variable is week. In other side if the value of adjusted R

square is close to 1, means that the capability of independent variable to explain

the dependent variable in this research is strong.

39

CHAPTER IV

ANALYSIS OF DATA AND INTERPRETATION

OF RESULTS

4.1 Company Profile

4.1.1 History of Wings

WINGS Corporation was founded in 1948 in Surabaya, Indonesia. Over the last

fifty years the company has grown from a small home industry into a market

leader (market leader) that employs thousands of people with factories located in

Jakarta and Surabaya.

The objective WINGS Corporation is producing international quality products at

economical prices. Wings first production began with the manufacture of

handmade green laundry soap. With this product Wings successfully penetrate

competitive market in the late 1940s. Afterwards, they introduced a new product -

cream detergent is very helpful toiletries household needs. The second factories

P.T. Sayap Mas Utama was built in Jakarta Along with rapid development of the

Wings

40

Wings produce products such as toilet soaps, detergent powder and bar, floor

cleaners, fabric softener, and dressings to market throughout Indonesia and

beyond. The third plant P.T. Jaya Lion indo built in Jakarta together with Lion

Corporation of Japan to produce brands such as Emerson, Page One, Ciptadent,

and Mama. Their products include shampoo, shower gel, skin care products,

toothpaste, and dishwashing liquid. After five years, the brand managed to capture

a significant market share in Indonesia.

Wings then expanding its business vertically and horizontally, even to other

sectors such as building materials. Staying grounded in the philosophy of “To

produce Quality and Affordability at the Convenience of our customers.” Since

1948, Wings have very simple although production using palm oil for soap

manufacture, and sell from door to door. Furthermore WINGS produce hundreds

of household cleaning products, from toothpaste and shampoo, detergents and

cleaners for porcelain. Not only that they also employ thousands of people in

dozens of manufacturing plants and distribution centers throughout Indonesia.

Major brands such as Economics, SoKlin, and GIV are known as a very good

product and quality.

There is Historical period of wings:

1. 1948: Ferdinand Katuari and Harjo Sutanto establish Fa Wings,

producing of soap -scale home industries, through door to door.

2. 1950: Wings soap introduced to the market.

3. 1971: the company builds soaps and detergents, eg economy brand.

4. 2001 : set up a securities company Ekokapital

5. 2002: penetrated property; Pulogadung Trade Center, with Djarum.

6. 2003 : launched Mie Sedaap

41

4.1.2 History of Mie Sedaap

Mie Sedaap Intant Noodles are instant noodles produced by Wings Food since

2003. At the begining launch, Mie Sedaap flavors are only three variants, namely

Fried Noodles with "Kriuk - Kriuk", Flavor Soto with "koya" and Taste of Garlic

Chicken with fried onions. A year later in 2004, Mie Sedaap comes with taste of

“Kari Ayam”. At the end of 2005, launched a new taste there is “Mie sedaap

Sambal Goreng”. In February 2007, Mie Sedaap awarded Top Brand Awards

2007. In mid-2006 , comes with new taste there is “Mie Sedaap Kaldu Ayam”. In

February 2007, Mie Sedaap awarded Top Brand Awards 2007. In February 2008,

this brand launched Sedaap. In April 2008, Mie Sedaap add new formulas "

Vitamin Enriched 7 " and launched new packaging with the formula.

In 2011, “Mie Sedaap Ayam Spesial” launched with the tagline " Mantaap

Kaldunya". In 2013, Mie Sedaap cup was launched with three flavors, Mi

Goreng, Soto, and Rasa Baso Special, with the tagline "cupdate your taste" and in

November 2013, Mie Sedaap Baso Special was launched.

Mie sedaap instant noodles are smooth, springy and firm to the bite, and give

delicious taste and flavour. The only noodle that is ISO 22000 certified. Mie

Sedaap is manufactured and processed in hygienic conditions under strict

supervision from experts. Mie sedaap Fried Noodle is cooked with crisp fried

42

onions for that savory taste. Mie sedaap Soto flavour is cooked with complete

seasoning, and fresh-lime flavour. Mie Sedaap Chicken special is made from real

chicken broth. Mie Sedaap Curry Special comes with special curry sauce. There

are 7 variants: Goreng (91 gr), Sambal Goreng (88 gr), Soto (75 gr), Ayam

Bawang (70 gr), Kari Ayam (72 gr), Ayam Spesial (69 gr), Kari Spesial (75 gr).

4.2 Data Analysis

This chapter will showed all the findings that have the researcher have got from

this research. It will be divided into two main issues. In the first part on this

chapter, the researcher will show all the demographic view of sample (respondent

profile) in the form of graphs and diagrams. The researcher also put all the

percentages scale value of each statement in each variable in the form of graphs.

In the second part, the researcher will gives the data analysis process results from

SPSS V.16.

4.2.1 Validity Test

Validity test is used to measure the validity of a questionnaire. A questionnaire

determined if the legitimacy of the question in the questionnaire is able to reveal

something that will be measured by the questionnaire. Test validity can conducted

by comparing the value of r calculated (for each item can be seen in the column

corrected item-total correlations) with r table for degree of freedom (df) = nk, in

this n is the number of samples and k is the number of items. If r> r table, then the

question is valid.

Table 4.1 Validity Test

Variable R Compute

Value

R Table

Value

Validity

Statement

BI – 1 0.682 0.3 Valid

BI – 2 0.780 0.3 Valid

BI – 3 0.718 0.3 Valid

BI – 4 0.784 0.3 Valid

43

BI – 5 0.420 0.3 Valid

BA – 1 0.769 0.3 Valid

BA – 2 0.869 0.3 Valid

BA – 3 0.850 0.3 Valid

BA – 4 0.865 0.3 Valid

BA – 5 0.739 0.3 Valid

P – 1 0.892 0.3 Valid

P – 2 0.891 0.3 Valid

P – 3 0.915 0.3 Valid

P – 4 0.848 0.3 Valid

P – 5 0.917 0.3 Valid

CL – 1 0.756 0.3 Valid

CL – 2 0.798 0.3 Valid

CL – 3 0.831 0.3 Valid

CL – 4 0.751 0.3 Valid

CL – 5 0.837 0.3 Valid

Source: Primary data – SPSS V.16

In this survey, The Researcher use 95 respondent as sample for validity test.

Figure above has shown that 20 statements no got invalid statement. According to

Sugiyono (Sugiyono, 2007) if there are invalid statements it means that have been

to be removed from this research. The minimum score for variable to be valid is if

r = 0.3 and if r < 0.3 that certain variable.

4.2.2 Reliability Test

Reliability test is used to measure how far the measurment result is relatively

consistence if the measurement is done for the second time or more, in other

words reliable test is used to test that if repeated attemted to measure the same

object will generated same resulted of data

44

Malhotra states (Malhotra, N. K., 2010) the results of the Cronbach’s Alpha less

than is 0,6 its mean not reliable. The computed of cronbach’s alpha for this

research variables showed below

Table 4.2 Reliable Test

No Variables Cornbach’s

Alpha

N of Items Reliability

Statement

1 Brand Images (X1) 0.856 5 Reliable

2 Brand Association (X2) 0.930 5 Reliable

3 Promotion (X3) 0.959 5 Reliable

4 Consumers Loyalty (Y) 0.919 5 Reliable

Total of Respondent Sample 95

Source : Primary Data – SPSS V.16

From this table 4.2 show that each of variable in the dependent and independent

variable has reliability more than 0.60 which is means all of the dependent

variables and independent variable that used in this study is reliable. Based from

this data means that each of variables above is well correlated.

45

61%

39%

Gender

Male Female

4.2.3 Descriptive Statistics

4.2.3.1 Respondent Profile

From figure 4.1 it can be seen that gender respondent divided into two categories.

First one is gender male with percentages 61 % all of respondent with frequency

numbers 58 respondent. Second one is gender female with percentages 39 % all of

respondent with frequency numbers 37 respondent.

Figure 4.1 Demographic Views (Gender)

Source: Primary data-Microsoft Excel 2010 by Researcher

46

4.2.3.2 Demographic Views ( Majors)

Figure 4.2 Demographic Views ( Majors)

Source: Primary data-Microsoft Excel 2010 by Researcher

Based on table it can be seen that Batch of respondent divided into 11 Categories.

First one is Accounting Batch 2011 with frequency numbers 9 respondents and

Batch 2012 with frequency numbers 8 respondents. Second one is Business

Administration Batch 2011 with frequency numbers 3 Respondent and Batch

2012 with frequency numbers 4 respondents. Third ones is Public Relations batch

2011 with frequency numbers 4 respondent and batch 2012 with frequency

numbers 5 respondent. Fourth ones is Visual Communication Design batch 2011

with frequency numbers 4 respondent and batch 2012 with frequency numbers 3

respondent.

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

12,00%

14,00%

16,00%

Batch 2011 Batch 2012

Accounting 9,50% 8,42%

Business Administration 3,15% 4,21%

Public Relation 4,20% 5,26%

Visual Comunication Design 4,20% 3,15%

Electrical Engineering 2,10% 3,15%

Industrial Engineering 2,10% 2,10%

Information System 3,15% 4,20%

Information Technology 3,15% 0,00%

International Relation 6,30% 3,15%

Law 1,05% 0%

Management 12,63% 14,73%

Major Respondents

47

Electrical Engineering batch 2011 with frequency numbers 2 respondents and

batch 2012 with frequency numbers 3 respondents. Industrial Engineering batch

2011 and 2012 with frequency numbers each of them is 2 respondents.

Information system batch 2011 with frequency numbers 3 respondent and batch

2012 with frequency numbers 4 respondents. Information Technology batch 2011

with frequency numbers 3 respondent and batch 2012 with frequency numbers 0

respondents.

International Relations batch 2011 with frequency numbers 6 respondents and

batch 2012 with frequency numbers 3 respondents. Law batch 2011 with

frequency numbers 1 respondent and for batch 2012 has not numbers of

respondent. The last one is Management batch 2011 with freqeuncy numbers 12

respondents and batch 2012 with frequency numbers with 14 numbers.

4.3 Multiple Regressions

4.3.1 Normality Test

The use of multiple regressions in every research or study as it statistical tools is

necessary to test the normality of the data that used in the research. In this

research, the researcher used histogram and P-P plot (Probabilty – probabilty) to

test the normality of each data.

48

Figure 4.3 Histogram

Sources: Primary Data-SPSS V.16

Figure 4.4 Normal P-P Plot of Regression standardized Residual

Sources: Primary Data-SPSS V.1

49

4.3.2 Multicollinearity Test

In addition, the researcher used variance inflation factor or (VIF) to check.

Variance inflation factor or (VIF) has function to measure how much the variance

of the estimated coefficients is increased over the case of no correlation among the

variables. According to Barry Render, Palph Stair and Michael Hanna (2006), a

variable categorize or having a high collinearity if VIF value or results more than

10 or it has tolerance tend to approach 0

Table 4.3 Multicollinearity Test

Source: Primary Data-SPSS V.16

From table 4.3 shows that all the variables have variance inflation factor (VIF)

values which less than 10. Brand Images has a tolerance 0.578 which means there

is has positives influences with Consumers Loyalty. Brand Association has a

tolerance Collinearity Statistics 0.276 is more than 0.1 which means has positives

influences with consumer’s loyalty. Promotion has a tolerance Collienarity

statistics 0.272 which means has positives influences with consumer’s loyalty. It

all be concluded that in this regressions model there is no multicollinearity exist.

4.3.3 Heteroscedasticity Test

Heteroscedasticity needed to be tested for the same or not the variance of the

residuals of the research with other research. If the residual have the same

variance, it is called homoscedasticity and if the residuals have the difference

variance, it is called heteroscedascity. It is good if there is no heteroscedasticity.

Model

Collinearity Statistics

Tolerance VIF

1 (Constant)

Brand Image .578 1.730

Brand Association .276 3.624

Promotions .272 3.671

50

From figure 4.4 it can be seen that there is no pattern that occurs inside. The plots

were spread randomly without creating a certain or systematic pattern such as

decreasing or increasing pattern, it means there was no heteroscedasticity exist or

occurs between independent variables and dependent variable.

Figure 4.5: Scatterplot of Heteroskedasticity


4.3.4 Testing the Hypothesis Results

In chapter 3, the researcher has stated some hypothesis related to the problem

related to this study. The researcher will used T test and F test in order to

determine which hypothesis that researcher have to accept or reject.

4.3.4.1 F Test

F test is used to test the effect of all independent variables toward independent

variable simultaneously.

51

Table 4.4 F Test Result – ANOVA


The requirement value that has to achieve in this F test is the significance value

has to be less than 0.05 and F value (42.553) has to be greater than F table (2.71)

with 95 % confidences intervals df 1 = 3, df 2 = 91. From those results it can be

conclude that all of the independent variable of Brand Images (X1), Brand

Association (X2), and Promotions (X3) has significant influence toward

dependent variable of Consumers Loyalty and means this study the researcher will

accept the Ha and reject H0.

4.3.4.2 T Test

T test is used to examine whether each independent variable factor of Brand

Images (X1), Brand Association (X2), and Promotions (X3) has significant

influence toward dependent variable of Consumers Loyalty. All variables have

influences toward Consumers Loyalty. Brand Image has significance 0.001 <

(0.05) and T value (-3.540) > T tables (-1.987) means that accept H1a there is

positive and significant relationship between Brand Image and Consumers

Loyalty. Brand Association has significance 0.013 < (0.05) and T value (2.543)

> T tables (-1.987) means that H2a there is positive significant relationship

between Brand Association and Consumers Loyalty. Promotions Has significance

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 17.168 3 5.723 42.553 .000a

Residual 12.238 91 .134

Total 29.406 94

a. Predictors: (Constant), Promotions, Brand Image, Brand Association

b. Dependent Variable: Consumers Loyalty

52

0.000 < (0.05) and T value (4.913) > T tables (-1.987) means that H3a there is

positive significant relationship between Promotions and Consumers Loyalty.

Table 4.5 T Test – Significance Value

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

T Sig. B Std. Error Beta

1 (Constant) 1.708 .264 6.481 .000

Brand Image -.303 .086 -.315 -3.540 .001

Brand

Association .276 .108 .327 2.543 .013

Promotions .523 .106 .637 4.913 .000

a. Dependent Variable: Consumers Loyalty


4.3.4.3 Multiple Regressions Model

There are more than one independent variables that used in this study, because of

that the researcher used multiple regression models in order to explain

relationship between dependent variable and those independent variables.

Y= βo + β1X1 + β2X2 + β3X3 + ε

Table 4.6 Significance table

Independent

Variables

Significance Value Standard Value of

0.05

Brand Images (X1) 0.001 Significance

Brand Association

(X2)

0.013 Significance

Promotions (X3) 0.000 Significance


53

Table 4.7 Coefficients – Standardized Coefficients

Model

Unstandardized Coefficients

Standardized

Coefficients

B Std. Error Beta

1 (Constant) 1.708 .264

Brand Image -.303 .086 -.315

Brand Association .276 .108 .327

Promotions .523 .106 .637


From the table 4.6, it has showed each significance value of each independent

variable and it showed that there are two independent variable which not

significance and it cannot be used in the multiple regressions model.

From table 4.7, from the column of standardized coefficient from of the

calculation of the regressions is as follows:

Y = -0.315X1 + 0.327X2 + 0.637X3 + ε

Where:

Y = Consumers Loyalty (Dependent Variable)

X1 = Brand Images (independent variable)

X2 = Brand Associations (Independent Variable)

X3 = Promotion (Independent Variable)

ε = Random Error

54

4.3.4.4 Measuring the Variability of Regression Models

This measurement is used to examine whether this multiple regression models able

to help in predicting variable factor of Brand Images (X1), Brand Association (X2),

and Promotions (X3) has significant influence toward dependent variable of

Consumers Loyalty.

Table 4.8 Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the

Estimate

R Square Change

1. .764a .584 .570 .3667 .584

a. Predictors: (Constant), Promotions, Brand Images, Brand Associations

b. Dependent Variable : Consumers Loyalty

Source: SPSS V.16

The Table showed that R value which to describe the coefficient of correlation,

where the R value is 0.764 which means that there is a quite strong correlation

between independent variables and dependent variable of consumer Consumers

Loyalty. The adjusted R square is to show how far or large these all independent

variables can describe or affecting the independent variable. from table 4.6 it

show that adjusted R square value is 0.570, which means that the Brand Images,

Brand Association, and Promotions has evidence only can describe and affecting

57% about Mie Sedaap Instant Noodles consumers loyalty and the rest of 43% is

explained or describe by another factors which not discussed in this research.

55

4.4 Interpretation Of Results

4.4.1 Brand Images towards Mie sedaap instant Noodels Consumers Loyalty

According to the result of T test and F test, product variable is influence and

significant toward the Mie Sedaap Instant Noodles Consumer Loyalty. The t value

of product variable in T test table is – 3.540 which means that Brand Images (X1)

such as improvement on (product and other values) will lead to increase of

consumer loyalty of Mie Sedaap Instant Noodles (Y).

Based on above statement and related with questionnaire in Brand product and

quality of Mie sedaap Instant Noodles to consumer loyalty. The result show that

President University student will more prefer to buy Instant Noodles that can offer

and gives them more benefits and good image in term of product.

4.4.2 Brand Association towards Mie sedaap instant Noodels Consumers

Loyalty

According to the T test and F test results, showed that process variable is

categorized as variable that can influence the Brand Association variable and

significance toward the consumer loyalty. It showed in t value in T test table is

2.543 and the significance value is 0.013 greater than 0.01 which means that there

is positive significant relationship between Brand Association and Consumers

Loyalty.

Based on above statement and related with questionnaire in Brand Associations

product and quality of Mie sedaap Instant Noodles to consumer loyalty. The result

show that President University student will more prefer to buy Instant Noodles

that can provide their expectations and Variant of taste comes to their mind

quickly.

56

4.4.3 Promotions towards Mie sedaap instant Noodels Consumers Loyalty

According to the T test and F test results, showed that process variable is

categorized as variable that can influence the Brand Association variable and

significance toward the consumer loyalty. It showed in t value in T test table is

4.913 and Promotions Has significance 0.000 < (0.05) and T value (4.913) > T

tables (-1.987) means that there is positive significant relationship between Brand

Association and Consumers Loyalty.

Based on above statement and related with questionnaire in Brand Associations

product and quality of Mie sedaap Instant Noodles to consumer loyalty. The result

show that President University student will more prefer to buy Instant Noodles

that has attracting advertisement in the media.

57

CHAPTER V

CONCLUSION AND RECOMENDATION

5.1 Conclusion

In this chapter the researcher will presents the conclusion and recommendation

which derived from the analysis in chapter four about the Analysis of Brand

Images, Brand Association, and Promotions among students at President

University. This analysis is to know Brand Images, Brand Association, and

Promotions whether the has influence simultaneously toward the Mie Sedaap

Instant Noodles Consumers Loyalty and which factor of these variable that

significant influence on the Mie Sedaap Instant Noodles Consumers Loyalty

partially among students at President University.

According to chapter four about the analysis of Brand Images, Brand Association,

and Promotions whether the has influence simultaneously toward the Mie Sedaap

Instant Noodles Consumers Loyalty among students at President University, here

are some conclusions that researcher get as following:

1. According to the result which derived form chapter four, it all be

concluded that all of independent variables of Brand Images (X1) has

significant influence toward dependent variable of Consumers Loyalty

(Y).

2. Based on the result from chapter four, Brand Association (X2) has

significant influence toward dependent variable of Consumers Loyalty

(Y).

3. According to the results that had been showed in chapter fourth,

Promotions (X3) is the most significance affect toward the consumer

loyalty (Y).

58

4. The result of data which derived from chapter four show that Brand

Images (X1), Brand Association (X2), and Promotion (X3) has

simultaneously influenced Towards Consumers Loyalty (Y).

5.2 Recomendation

Based on those conclusions drawn above and some finding in this study, there are

some possible course of action may be identified. as following in chapter four,

there are three independent variables which have given significance toward the

Consumers Loyalty.

The following recommendations are offered as guidelines or suggestion for by

Mie Sedaap Instant and Wings food company.

1. As it stated above in the conclusion part, there are has three

independent variables which have gives significance affect toward

the Mie Sedaap Instant Noodles Consumers Loyalty. The first

independent variable is Brand Images (X1): According to the

research that researcher got in this study product and quality of

Mie sedaap Instant Noodles to consumer loyalty. The result show

that President University student will more prefer to buy Instant

Noodles that can offer and gives them goo values in term of

product.

2. According to this study, the researcher found the second variable is

Brand Association that process also plays roles that also can

influence Mie Sedaap Instant Noodles Consumers Loyalty. As the

results that had been showed on chapter four and the interpretation

of results, The result show that President University student will

more prefer to buy Instant Noodles that can provide their

expectations and Variant of taste comes to their mind quickly. Mie

Sedaap also should be makes an innovation.

59

3. According to the research, Promotions is the most significance

variable which gives so much impact toward Consumers Loyalty.

Consumers really give their attention to advertising they saw. They

can react favorably to the advertising, feeling the positive, happy

and trust to the all product variant because of promotion or

advertising. That’s why company really needs to Improves and

gives their attention toward their Promotions.

4. By doing all of those recommendation that the researcher has given

through this study, it hopes that it can works fully as it showed that

in adjusted R square table showed that the Brand Images, Brand

Association, Promotions it will makes that all independent variable

able to affect by 57% toward the consumer loyalty of Mie Sedaap

Instant Noodles as it showed in the R square table on chapter four.

5. For future research as this research only emphasizes on three

dimensions of consumers loyalty which are Brand Images, Brand

Association, and Promotions. The researcher suggests that future

research may analyze another variable such as brand awareness,

brand preference, and brand Loyalty. You can also add more

respondence to get more good data.

60

LIST OF REFERENCES

Books:

Copper, Donald R & Schindler Pamela, S. (2006), Business Research Methods,

The McGraw-Hill Companies

Denzin, Norman K. & Lincoln, Yvonnas S. (2005), The sage handbook of

Qualitative Research, 3th Edition, Thousand Oaks, California: Sage

Publication, Inc.

Donald, Currie. (2005), Developing and Applying Study Skills: Writing

Assignments, Dissertations and Managements Reports, Broadway,

London: Chartered Institute of Personal and Development.

Keegan, Warren. J & Green, Mark C. (2005), Global Marketing, 4th Edition,

Upper Sadder River, New Jersey: Pearson Prentice Hall.

Kotler, Philip. (2003), Marketing Management International Edition, 11th

Edition, Upper Sadder River,New Jersey: Pearson Prentice Hall.

Kotler, Philp & Armstrong, Gary. (2012), Principle of Marketing, 14th Edition,

Upper Sadder River,New Jersey: Pearson Prentice Hall.

Kotler, Philip & Armstrong, Gary. (2010), Principle of Marketing, 13th Edition,

Upper Sadder River,New Jersey: Pearson Prentice Hall.

Kotler, Philip & Keller, Kevin Lane. (2012), Marketing Management, 14th

Edition, Upper Sadder River,New Jersey: Pearson Prentice Hall.

Levine, David M. Stephan, David F, Krehbiel, Timothy C & Berenson Mark L.

(2011), Statistics for Managers using Microsoft Excel, 6th Edition, Upper

Sadder River, New Jersey: Pearson Prentice Hall.

Malhotra, Naresh K. (2010). Marketing Research: An Applied Orientation, 6th

Edition, Upper Sadder River, New Jersey: Pearson Prentice Hall.

61

Render, Barry, Stair, Ralph M. JR. & Hanna, Michael E. (2009), Quantitative

Analysis for Management, 10th Edition, Upper Sadder River, New

Jersey: Pearson Prentice Hall.

Sugiyono. (2006), Metode Penelitian Kuantitatif, Kualitatif dan R&D (Qualitative

and Quantitative Methods), Bandung:Alfabeta.

Journals

Park Myoung Hun, Ph.D. (2008). Univariate Analysis and Normality Test Using

SAS, Stata and SPSS. Normality Test using Graphical Method, 2-5.

Torjusen, H., Nyberg, A., & Wandel, M. (1999), “Organic food: Consumer’s

perceptions and dietary choices A survey from the Stange and Hamar

region”, English Summary, Statens Institute for Forbruksforskning

Vermeir, Iris and Verbeke, Wim (2004), “Sustainable Food Consumption:

Exploring the Consumer Attitude-Behavior gap”, working paper.

Internet or Electrical Publication:

Amalia E. Maulana, 2007, [Case Study] Breaking The Instant Noodle Market

Domination: Mie Sedaap (WingsFood) Vs Indomie (Indofood),

retrieved Oktober 2013, from

http://international.binus.ac.id/rnd/2013/06/21/breaking-the-instant-

noodle-market-domination-mie-sedaap-wingsfood-vs-indomie-

indofood/

Wingscorp History, Retrieved Oktober 2013, 2013 from

http://www.wingscorp.com/content/product/product_detail.php?c=22&l

=1&m=63

Mie Sedaap History, Retrieved Oktober 2013, 2013 from

http://www.wingscorp.com/content/product/product_detail.php?h=1&

b=4&c=22&l=1&m=63

http://international.binus.ac.id/rnd/2013/06/21/breaking-the-instant-noodle-market-domination-mie-sedaap-wingsfood-vs-indomie-indofood/



http://www.wingscorp.com/content/product/product_detail.php?c=22&l=1&m=63

http://www.wingscorp.com/content/product/product_detail.php?c=22&l=1&m=63

http://www.wingscorp.com/content/product/product_detail.php?h=1&b=4&c=22&l=1&m=63

http://www.wingscorp.com/content/product/product_detail.php?h=1&b=4&c=22&l=1&m=63

62

APPENDICES

Dear Respondent,

My name is Muhamad Husni Yuliyanto, majoring in international business batch

2010 at President University. Currently I’m writing my thesis about “An Analysis

of Brand Images, Brand Association and Promotion toward Consumers

Loyalty of Mie Sedaap Instant Noodles in Indonesia”. In accordance with this

study, I hope you can give me your time to fill this questionnaire based on your

experience. The questionnaire consists of three parts:

Part I : General description about yourself

Part II : Instructions in filling out the questionnaire.

Part III : Filling out the questionnaire

Every data and information that you fill in this questionnaire only used for to

conduct this research. Thank you for your time and attention.

In this section you are asked to write down information about yourself.

Major: 1. Accounting 7. Business Administration

2. Communication 8. Visual Communication Design

3. Electrical Engineering 9. Industrial Engineering

4. Information System 10. Information Technology

5. International Relations 11. Law

6. Management

Gender: 1. Male 2. Female

Batch: 1. 2011 2. 2012

63

QUESTIONNAIRE

Stro

ngly

Disa

gree

Disa

gree

Neu

tral

Agree

Stro

ngly

Agree

BRAND IMAGES

The questionnaire in this section is

representing your opinion regarding the

brand image of Mie Sedaap Instant

Noodles. Please scale these statements

below according to your point of view.

1. Mie Sedaap Instant Noodles is

known as popularity Instant

Noodles Brand

2. The Products Variant taste of Mie

Sedaap is giving good brand image

for me

3. I feel satisfied toward the taste of

Mie sedaap Intant Noodles

4. Mie sedaap instant Noodles has

competitive price compared by

other competitors ( Indomie or

Sarimie)

5. Mie sedaap has good reputation in

instant noodles industry

64

BRAND ASSOCIATION


representing your opinion regarding the brand

associatoons of Mie Sedaap Instant Noodles.

Please scale these statements below according

to your point of view.

1. I can quickly recall the symbol or logo

of Mie Sedaap Instant Noodles

2. Some of Mie Sedaap Variant comes to

my mind quickly.

3. I have easily in imagining Mie Sedaap

in my mind.

4. The taste of Mie Sedaap makes an

innovation frequently.

5. Mie sedaap are already meet my

expectations

PROMOTIONS


representing your opinion regarding

Promotions of Mie Sedaap Instant Noodles.

Please scale these statements below according

to your point of view.

1. Mie Sedaap advertisement in the

media is attractive for me

2. Mie sedaap advertisement

frequency in television is often so

that attractive for me

3. The delivery of language in Mie

Sedaap advertisement is

understandable for me

4. you buy Mie Sedaap because of the

promotion

5. Mie Sedaap instant noodles tagline

“Jelas Sedaapnya” is affecting my

image about the brand

65

CONSUMERS LOYALTY


representing your opinion regarding Brand

Image, Brand Associations and Promotions

toward Consumers Loyalty of Mie Sedaap

Instant Noodles. Please scale these

statements below according to your point

of view.

1. Are you would buy Mie Sedaap

more than one times

2. Do you always buy Mie Sedaap

Intant noodles

3. Do you will purchase Mie Sedaap

again

4. I consider myself to be loyal to Mie

Sedaap Instant noodles

5. You will buy Mie sedaap regularly

in certain period

66

APPENDICES II

No. Brand Image (X1) BI - 1 BI - 2 BI - 3 BI - 4 BI - 5 AVERAGE

1 4 3 3 3 3 3,2

2 3 2 3 3 3 2,8

3 3 4 4 3 3 3,4

4 3 3 4 3 3 3,2

5 4 4 4 4 3 3,8

6 3 3 3 3 3 3

7 5 4 3 4 5 4,2

8 3 3 3 3 3 3

9 4 4 3 5 5 4,2

10 5 4 4 5 4 4,4

11 3 3 4 4 5 3,8

12 3 3 3 4 3 3,2

13 4 3 3 4 3 3,4

14 3 3 3 3 4 3,2

15 4 3 3 3 3 3,2

16 3 3 3 3 5 3,4

17 4 4 3 5 3 3,8

18 3 3 4 5 3 3,6

19 5 4 4 5 5 4,6

20 4 3 3 3 3 3,2

21 4 3 3 3 3 3,2

22 3 3 3 3 3 3

23 5 4 4 5 3 4,2

24 3 4 4 4 4 3,8

25 4 4 4 4 3 3,8

26 4 4 3 4 3 3,6

27 5 4 4 4 4 4,2

28 5 4 4 5 3 4,2

29 5 4 4 5 5 4,6

30 5 5 5 5 4 4,8

31 4 4 3 4 3 3,6

32 3 3 2 3 3 2,8

33 5 4 4 4 4 4,2

34 4 4 5 5 4 4,4

35 3 4 3 3 3 3,2

36 4 4 4 4 3 3,8

67

37 5 5 4 4 4 4,4

38 5 4 4 5 4 4,4

39 4 3 3 4 3 3,4

40 4 3 3 3 3 3,2

41 4 4 4 4 5 4,2

42 3 4 4 4 4 3,8

43 5 4 4 5 4 4,4

44 5 5 4 5 4 4,6

45 3 2 2 3 3 2,6

46 4 3 3 4 4 3,6

47 4 3 3 3 2 3

48 3 2 2 3 3 2,6

49 5 5 5 5 5 5

50 4 4 4 4 5 4,2

51 4 4 4 4 3 3,8

52 4 4 3 4 3 3,6

53 4 4 4 4 3 3,8

54 5 5 4 5 3 4,4

55 4 3 3 3 3 3,2

56 3 4 4 4 4 3,8

57 4 3 3 3 3 3,2

58 3 3 3 4 4 3,4

59 4 4 4 4 4 4

60 4 4 3 4 3 3,6

61 4 4 4 4 3 3,8

62 3 3 3 3 4 3,2

63 3 3 4 4 4 3,6

64 4 4 3 4 5 4

65 4 4 4 4 3 3,8

66 4 4 3 4 3 3,6

67 5 4 4 5 4 4,4

68 4 4 3 4 3 3,6

69 5 5 4 5 4 4,6

70 4 3 3 4 3 3,4

71 5 4 4 5 4 4,4

72 5 4 4 4 4 4,2

73 3 3 3 3 3 3

74 5 5 5 5 5 5

75 5 5 4 5 4 4,6

76 5 4 4 5 3 4,2

77 4 3 3 4 3 3,4

78 3 2 2 3 4 2,8

68

79 5 5 4 5 4 4,6

80 4 3 3 3 3 3,2

81 4 3 3 4 3 3,4

82 4 3 3 3 3 3,2

83 3 3 3 3 3 3

84 5 4 4 4 5 4,4

85 4 4 3 4 3 3,6

86 3 4 4 4 3 3,6

87 5 4 4 5 3 4,2

88 4 4 3 4 3 3,6

89 3 3 3 4 3 3,2

90 5 4 4 5 5 4,6

91 5 4 3 4 4 4

92 4 4 3 4 3 3,6

93 5 5 5 5 4 4,8

94 5 4 4 5 4 4,4

95 5 4 4 5 3 4,2

Brand Association (X2) BA - 1 BA - 2 BA - 3 BA - 4 BA - 5 AVERAGE

4 3 3 3 3 3,2

3 2 3 3 2 2,6

5 4 4 5 4 4,4

5 5 4 5 4 4,6

5 5 4 5 4 4,6

3 3 2 3 3 2,8

5 4 3 4 3 3,8

3 3 3 3 3 3

4 4 3 5 3 3,8

5 4 4 5 4 4,4

5 5 4 5 4 4,6

5 5 5 5 4 4,8

4 3 3 4 3 3,4

5 5 5 5 4 4,8

4 3 3 3 3 3,2

5 4 4 5 4 4,4

4 4 3 5 3 3,8

5 5 4 5 4 4,6

5 4 4 5 4 4,4

4 3 3 3 3 3,2

4 3 3 3 3 3,2

69

3 3 3 3 3 3

5 4 4 5 4 4,4

5 5 5 5 4 4,8

4 4 4 4 3 3,8

4 4 3 4 3 3,6

5 4 4 5 4 4,4

5 4 4 5 4 4,4

5 4 4 5 4 4,4

5 5 5 5 4 4,8

4 4 3 4 3 3,6

3 3 2 3 3 2,8

5 5 5 5 5 5

5 5 5 5 4 4,8

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 4 4,8

5 4 4 5 4 4,4

4 3 3 4 3 3,4

4 3 3 3 3 3,2

4 4 4 4 3 3,8

5 5 5 5 4 4,8

5 4 4 5 3 4,2

5 5 4 5 4 4,6

3 2 2 3 3 2,6

4 3 3 4 3 3,4

4 3 3 3 3 3,2

3 2 2 3 2 2,4

3 4 4 4 3 3,6

4 4 4 4 3 3,8

5 4 4 4 4 4,2

4 4 3 4 3 3,6

5 4 4 5 4 4,4

5 5 4 5 4 4,6

4 3 3 3 3 3,2

5 5 5 5 4 4,8

5 5 5 5 4 4,8

5 5 5 5 4 4,8

4 4 4 4 3 3,8

4 4 3 4 3 3,6

4 4 4 4 3 3,8

3 3 3 3 3 3

5 5 4 5 4 4,6

70

4 4 3 4 3 3,6

5 5 5 5 5 5

3 4 3 4 4 3,6

5 4 4 5 3 4,2

4 4 3 4 3 3,6

5 5 4 5 4 4,6

4 3 3 4 3 3,4

5 4 4 5 4 4,4

5 4 4 4 4 4,2

3 3 3 3 3 3

3 3 4 4 4 3,6

5 5 4 5 4 4,6

5 4 4 5 3 4,2

4 3 3 4 3 3,4

3 2 2 3 3 2,6

3 4 4 4 4 3,8

4 3 3 3 3 3,2

4 3 3 4 3 3,4

4 3 3 3 3 3,2

3 3 3 3 3 3

5 4 4 4 4 4,2

4 4 3 4 3 3,6

4 4 4 4 5 4,2

5 4 4 5 4 4,4

4 4 3 4 3 3,6

3 3 3 4 3 3,2

4 4 4 5 4 4,2

5 4 3 4 3 3,8

4 4 3 4 3 3,6

3 4 4 5 5 4,2

5 4 4 5 4 4,4

5 4 4 5 4 4,4

Promotion (X3) P -1 P - 2 P - 3 P - 4 P -5 AVERAGE

3 3 3 3 3 3

3 1 2 3 2 2,2

4 4 4 4 4 4

4 4 4 4 4 4

4 4 4 4 4 4

3 2 3 3 3 2,8

71

4 3 3 3 4 3,4

3 3 3 3 3 3

3 4 4 3 3 3,4

4 4 4 4 4 4

4 4 4 4 5 4,2

4 5 4 4 5 4,4

3 3 3 3 3 3

5 5 5 4 5 4,8

3 3 3 3 3 3

4 4 4 3 4 3,8

4 4 3 3 4 3,6

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 3 4 3,8

5 4 4 4 4 4,2

4 3 3 3 3 3,2

4 3 3 3 3 3,2

4 4 4 3 4 3,8

4 4 4 4 4 4

4 4 4 4 4 4

5 5 5 4 5 4,8

3 3 3 3 3 3

3 3 3 3 3 3

5 5 5 4 5 4,8

5 5 4 4 5 4,6

3 3 3 3 3 3

4 3 4 4 4 3,8

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

5 4 4 4 5 4,4

4 4 4 4 4 4

5 5 4 4 5 4,6

2 1 2 3 3 2,2

3 3 3 3 3 3

3 3 3 3 3 3

2 1 2 2 2 1,8

72

5 5 5 5 5 5

4 4 3 3 4 3,6

4 3 3 3 3 3,2

3 3 3 3 3 3

4 4 4 3 3 3,6

4 4 4 4 4 4

3 3 3 3 3 3

5 4 5 4 5 4,6

5 4 5 5 5 4,8

5 4 5 4 4 4,4

3 3 3 3 3 3

3 3 3 3 3 3

4 3 3 3 3 3,2

3 3 3 3 3 3

5 4 4 4 4 4,2

4 3 3 3 3 3,2

5 5 5 4 5 4,8

4 3 3 3 3 3,2

3 3 4 3 3 3,2

4 3 4 3 3 3,4

4 4 4 4 4 4

3 3 3 3 3 3

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

5 5 5 5 5 5

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

2 1 2 3 3 2,2

4 4 4 4 4 4

3 3 2 3 3 2,8

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 3 3 3,6

3 3 3 3 3 3

5 5 5 4 5 4,8

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 4 4 4

73

3 3 3 3 3 3

3 3 3 3 3 3

5 5 5 5 5 5

4 4 4 4 4 4

4 4 4 4 4 4

Consumer's Loyalty (Y1) CL- 1 CL -2 CL - 3 CL - 4 CSL- 5 AVERAGE

3 3 3 3 3 3

3 4 2 3 3 3

4 4 3 3 3 3,4

3 3 3 4 4 3,4

4 4 4 4 4 4

3 4 3 3 3 3,2

4 3 3 3 4 3,4

3 3 3 3 3 3

3 4 4 3 3 3,4

4 4 4 4 4 4

4 4 4 4 5 4,2

4 5 4 4 5 4,4

3 3 3 3 3 3

5 5 5 4 4 4,6

3 3 3 3 3 3

4 4 4 3 4 3,8

4 4 3 3 4 3,6

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 3 4 3,8

5 4 4 4 4 4,2

4 3 3 3 3 3,2

4 3 3 3 3 3,2

4 4 4 3 4 3,8

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 4 3 3,2

3 3 3 3 3 3

3 3 3 3 3 3

5 5 5 4 5 4,8

74

4 3 3 3 3 3,2

3 3 3 3 3 3

4 3 4 4 4 3,8

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

5 4 4 4 5 4,4

4 4 4 4 4 4

5 5 4 4 5 4,6

3 3 4 4 4 3,6

3 3 3 3 3 3

3 3 3 3 3 3

3 4 4 4 4 3,8

3 4 3 4 4 3,6

4 4 3 3 4 3,6

4 3 3 3 3 3,2

3 3 3 3 3 3

4 4 4 3 3 3,6

4 4 4 4 4 4

3 3 3 3 3 3

5 4 5 4 5 4,6

5 4 5 5 5 4,8

5 4 5 4 4 4,4

3 3 3 3 3 3

3 3 3 3 3 3

4 3 3 3 3 3,2

3 3 3 3 3 3

3 4 4 4 4 3,8

4 3 3 3 3 3,2

5 5 5 4 5 4,8

4 3 3 3 3 3,2

3 3 4 3 3 3,2

4 3 4 3 3 3,4

4 4 4 4 4 4

3 3 3 3 3 3

4 4 4 4 4 4

4 4 4 4 4 4

3 3 3 3 3 3

5 4 4 4 4 4,2

4 4 4 4 4 4

75

4 4 4 4 4 4

3 3 3 3 3 3

4 3 4 3 3 3,4

4 4 4 4 4 4

4 3 3 3 4 3,4

3 3 3 3 3 3

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 3 3 3,6

3 3 3 3 3 3

4 4 4 4 5 4,2

4 4 4 4 4 4

3 3 3 3 3 3

3 3 3 3 3 3

4 4 4 3 4 3,8

2 2 2 3 3 2,4

3 3 3 3 3 3

3 3 4 4 4 3,6

4 4 3 3 4 3,6

3 3 3 3 4 3,2

Documents

AN ANALYSIS OF BRAND IMAGES, BRAND ASSOCIATION AND