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INFLUENCE OF PERCEIVED QUALITY, BRAND IMAGE, LIFESTYLE
AND SERVICE QUALITY TOWARD PURCHASE DECISION (Study
Case Bakoel Koffie Senopati)
By:
Aditya Yuda Pradipta
1110081100013
MANAGEMENT DEPARTEMENT
INTERNATIONAL CLASS PROGRAM
THE FACULTY OF ECONOMICS AND BUSINESS SYARIF
HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1437 H/2017
v
A. Personal Data
CURICULUM VITAE
Nama : Aditya Yuda Pradipta
Place & Date of Birth : Jakarta, 06 September 1992
Gender : Male
Religion : Islam
Address : Jl. Bangka Barat IV no 12A, Pela Mampang, Jakarta Selatan.
Tlp/Hp : 081319006492
E-mail : [email protected]
B. Education Data
1. Formal Education
SD Muhammadiyah 5 1998 - 2004
SMPN 11 Jakarta 2004 - 2007
SMAN 6 Jakarta 2007 - 2010
Universitas Islam Negeri Syarif Hidayatullah Jakarta 2010 - 2017
2. Non-Formal Education
OSIS SMPN 11 Jakarta 2005-2007
Rohis SMAN 6 Jakarta 2010-2011
vi
ABSTRACT
The purpose of this research is to analyze the influence of perceived quality,
brand image, lifestyle and service quality toward process of purchase decision at
Bakoel Koffie. This type of research is quantitative. The data source of this research
is the primary data by sampling Bakoel Koffie customers. Data is collected using
accidental sampling with customers spread to 100 respondents Bakoel Koffie.
The method of this research is multiple linear regression. The results showed
that: (1) perceived quality significantly influence on process of purchase decision
directly (2) brand image significantly influence on process of purchase decision
directly (3) lifestyle significantly influence on process of purchase decision directly
(4) service quality significantly influence on process of purchase decision directly.
Based on the result of F test variable perceived quality, brand image, lifestyle and
service quality has significant influence simultaneously on process of purchase
decision. The most dominant variable is the variable service quality where t test is
highest among other variables.
Keyword: Perceived Quality, Brand Image, Lifestyle, Service Quality, Process of
Purchase Decision
vii
ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh persepsi
kualitas, citra merek, gaya hidup dan kualitas pelayanan terhadap proses keputusan
pembelian pada Bakoel Koffie Senopati. Jenis penelitian ini adalah kuantitatif.
Sumber data penelitian ini merupakan data primer dengan mengambil sampel
pengunjung Bakoel Koffie. Pengumpulan data dilakukan menggunakan accidental
sampling dengan menyebarkan kepada 100 responden pengunjung Bakoel Koffie.
Penelitian ini menggunakan metode regresi linier berganda. Hasil temuan dari
penelitian ini menunjukkan bahwa : (1) persepsi kualitas berpengaruh signifikan
terhadap proses keputusan pembelian secara langsung (2) citra merek berpengaruh
signifikan terhadap proses keputusan pembelian secara langsung (3) gaya hidup
berpengaruh signifikan terhadap proses keputusan pembelian secara langsung (4)
kualitas pelayanan berpengaruh signifikan terhadap proses keputusan pembelian
secara langsung. Berdasarkan hasil uji kualitas F variable persepsi kualitas, citra
merek, gaya hidup dan kualitas pelayanan memiliki pengaruh signifikan secara
simultan terhadap proses keputusan pembelian. Variabel yang paling dominan adalah
variabel kualitas pelayanan dimana hasil uji t memiliki nilai tertinggi di antara
variabel lain.
Kata Kunci: Persepsi Kualitas, Citra Merek, Gaya Hidup, Kualitas Pelayanan,
Proses Keputusan Pembelian.
viii
FOREWORD
Assalamualaikum Wr. Wb
Alhamdulillah hirabilalamin, I would say thanks to ALLAH SWT for all his
gift and bless. Best regards also to prophet Muhammad SAW for being role model to
all moslem in universe. So that I can complete this thesis to attain a Bachelor of
Economy Degree in UIN Syarid Hidayatullah Jakarta.
In the process of drafting and preparation of this thesis author realized that
thesis is far from perfect, because the perfection is only belong to ALLAH SWT, but
with effort, hard work, prayers, and never ending support given by families, friends,
girlfriends and faculty supervisor. I say thanks to the people who have helped me in
the preparation of thesis :
1. Thank you so much to my mother Siti Rochannah and my father Khalimi
Sayyidi and my sister Adisty Nurul Faida that always give me support and
prayers that never stop during this time. Thanks for reminder me, helping me,
caring me, and teaching me patiently. Without prayers and support from all of
you, I was nothing in this world. Thanks for everything. I always love you all.
2. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics and
Business of UIN Syarif Hidayatullah Jakarta.
3. Mr. Ade Suherlan, MBA., MM as my supervisor, thank you so much for your
recommendation, advice, time, and knowledge during guide me to finish my
thesis.
4. All the Lecturers and Employees of Faculty Economics and Business UIN
Syarif Hidayatullah Jakarta to teach me all of subjet about economy and
business
ix
5. My beloved friend Muhammad Hassan, thank you so much for your big
supporting me, time, and always beside me in every moment I did my thesis,
and helping me to finish this thesis.
6. Thanks to Dita Nahlati to give a lot of contribution and guiding me to do this
thesis. Do not ever stop to be a kind person, your help is greatly appreciated.
7. All of my friends in International Program from batch 2009 until batch 2013. I
will missed every moment we spent together and I will always missed you
guys. Keep fighting and believe that we can achieve our dreams.
8. A lot of thanks to Yaser Arafat and Surya Dinata for your inspiration,
reminder me, support me, and thanks to willing hear all those stories.
9. Thanks to my room mates Fajar Sugiarto, Priyo Wicaksono, Radit Dwi
Hadian, Faiz Narendra Putra for your inspiration, time, and helping me during
finish my thesis
10. Gandaria Tengah Family thanks for every moment you given to me guys, I
will never forget every joke we have. Success for all of you.
11. The last but not least, my beloved Putri Nurafifah thank you for everything. I
really meant it from the deepest of my heart.
Finally, the author expect for any critics and suggestion that could improve
the content of this thesis, the author hopes to that the thought provoking contributions
can give benefit to the reader, hopefully this thesis could be worthwhile for all of us.
Amin
Jakarta, ………………………….2017
Aditya Yuda Pradipta
x
LIST OF CONTENTS
COVER
ACCEPTANCE LETTER ...............................................................................i
CERTIFICATION OF COMPREHENSIVE EXAM SHEET ..................ii
CERTIFICATION OF THESIS EXAM SHEET .........................................iii
STATEMENT OF AUTHENTICITY SCIENTIFIC WORK ...................iv
CURICULUM VITAE ......................................................................................v
ABSTRACT .......................................................................................................vi
ABSTRAK ..........................................................................................................vii
FOREWORD .....................................................................................................viii
CONTENT ..........................................................................................................x
LIST OF CHART ..............................................................................................xiii
LIST OF TABLE ...............................................................................................xiv
LIST OF FIGURE .............................................................................................xviii
CHAPTER I INTRODUCTION
A. Background ...........................................................................1
B. Research Problem ................................................................10
C. Purpose of Research .............................................................11
D. Research Advantages ...........................................................11
CHAPTER II LITERATUR REVIEW
A. Theoritical Framework ........................................................13
1. Brand ..............................................................................13
a. Definition of Brand ..................................................13
b. Brand Benefits .........................................................15
2. Perceived Quality ...........................................................16
a. Definition of Perceived Quality...............................16
b. Dimension Perceived Quality .................................17
c. Values of Perceived Quality ...................................18
xi
3. Brand Image ...................................................................21
a. Definition of Brand Image ......................................21
b. Measurement of Brand Image .................................22
4. Lifestyle ..........................................................................23
a. Definition of Lifestyle .............................................23
b. Classification of Lifestyle .......................................24
c. Values of Lifestyle ..................................................25
d. Dimension of Lifestyle ............................................26
5. Servive Quality ..............................................................27
a. Definition of Service Quality ..................................27
b. Dimension of Service Quality .................................28
6. Purchase Decision ..........................................................32
a. Definition of Purchase Decision .............................32
b. Process of Purchase Decision .................................32
B. Previous Research ................................................................39
C. Theoretical Framework ........................................................45
D. Hipotesis Research ...............................................................46
CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research ................................................................48
B. Determination Sample Method ...........................................48
1. Population .......................................................................48
2. Sample ............................................................................49
C. Data Collection Technique ..................................................50
1. Primary Data ..................................................................51
2. Secondary Data ..............................................................53
D. Methods of Data Analysis ...................................................54
1. Validity Test ...................................................................54
2. Reliability Test ...............................................................55
3. Normality Test ...............................................................55
4. Multicollinearity Test ....................................................57
5. Heteroskedasticity ..........................................................59
6. t- Test (Partial Test) .......................................................60
7. F – Test (Simultaneous Test) ........................................61
8. Similarity Multiple Linear Regression .........................62
9. Coefficient of Determination (Adjusted) .....................63
E. Variable Operational Research ............................................64
xii
CHAPTER IV RESULT AND ANALYSIS
A. General Overview Research Object ....................................68
1. History Of Bakoel Koffie ...............................................68
2. Vision and Mission Company .......................................69
3. Philosophy Of Bakoel Koffie ........................................70
4. Product ............................................................................70
5. Logo ................................................................................71
B. Discussion Of Questionnaire Result ...................................72
1. Validity and Reliability Try Out Result .......................72
a. Try Out Result Of Validity Test .............................72
b. Try Out Result Of Reability Test ...........................74
2. Descriptive Respondents ...............................................75
C. Descriptive Analysis ............................................................78
1. Descriptive Brand Image (X1) .......................................78
2. Descriptive Perceived Quality (X2) ..............................83
3. Descriptive Lifestyle (X3) ..............................................86
4. Descriptive Service Quality (X4) .................................90 5. Descriptive Process of Purchase Decision (Y) ............100
D. Classical Assumption Test Result .......................................103
1. Data Normality Test Result ...........................................103
2. Test Result Multicollinearity .........................................106
3. Test Result Heteroskedastity .........................................107
E. Hypothesis Test Result ........................................................109
1. Partial Test Result Significance (t test) ........................110
2. Significance Simultaneous Test Result (Test F) ..........113
F. Result of Multiple Linear Regression Analysis .................114
G. Coefficient of DeterminationTest Results
(Adjusted R²) ........................................................................117
CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusions ..........................................................................119
B. Implication ............................................................................120
REFERENCES ..................................................................................................122
xiii
LIST OF CHART
Chart 1.1 Indonesia Coffee Consumption .......................................................3
Chart 1.2 Number Of Visitors Bakoel Koffie Year 2014 – 2016 ..................6
Chart 1.3 Number Of Visitors Bakoel Koffie Year 2014 – 2016 ..................7
xiv
LIST OF TABLE
Table 1.1 List of Coffee Shop in Senopati.......................................................5
Table 2.1 Brand Element .................................................................................14
Table 2.2 Previous Research ............................................................................43
Table 3.1 Likert Scale ......................................................................................53
Table 3.2 Operational Variable .......................................................................65
Table 4.1 Try Out Result Of Validity Test .....................................................72
Table 4.2 Try Out Result Of Reability Test ...................................................75
Table 4.3 Respondents by Gender....................................................................76
Table 4.4 Respondents by Age ........................................................................76
Table 4.5 Respondents by Working Level ......................................................77
Table 4.6 Respondent by Income per Month .................................................77
Table 4.7 Bakoel koffie offers high quality products and service ................78
Table 4.8 Bakoel koffie has the characteristics (smell, taste, serve) better than other
competitors ......................................................................................79
Table 4.9 Bakoel koffie Offer cheaper price than the competitors ...............79
Table 4.10 Bakoel koffie’s brand well remembered ......................................80
Table 4.11 Bakoel koffie offer different concept than other
coffee shop ........................................................................................80
Table 4.12 Bakoel koffie give a positive impression on consumers .............81
Table 4.13 Bakoel koffie is one of the best local coffee shop .......................82
Table 4.14 Bakoel koffie already known in society .......................................82
Table 4.15 Bakoel koffie is coffe shop that the quality of the
coffee is not in doubt ........................................................................83
xv
Table 4.16 Bakoel koffie offers serving process of coffe with a
good operational standard ................................................................ 83
Table 4.17 Bakoel koffie offers quality of coffee beans from
many regions .....................................................................................85
Table 4.18 Bakoel Koffie providing coffee products according to
the set of quality standard .............................................................85
Table 4.19 Bakoel koffie offers unique service concept ................................85
Table 4.20 I like to drink a cup of coffee ........................................................86
Table 4.21 I like to drink a cup of coffee everyday .......................................86
Table 4.22 I am often to visit Bakoel koffie just to relax and spend
my time ...........................................................................................87
Table 4.23 I really like the variety of products that offer in
Bakoel koffie ..................................................................................87
Table 4.24 Products offered in Bakoel koffie are the same
with my needs ................................................................................88
Table 4.25 The quality products in Bakoel koffie attract me
to always visit ................................................................................88
Table 4.26 Bakoel koffie is part of lifestyle ...................................................89
Table 4.27 Bakoel koffie offers variety products ...........................................89
Table 4.28 The price of Bakoel koffie products can be reach for
various sosial class ........................................................................90
Table 4.29 Bakoel koffie has a clean shop .....................................................91
Table 4.30 Bakoel koffie using modern, hygiene, and quality
equipment .......................................................................................91
Table 4.31 Bakoel Koffie has full facilities ....................................................92
Table 4.32 Employees of Bakoel Koffie use neat and polite uniform ..........93
Table 4.33 You get fast service by employees of Bakoel koffie ...................93
xvi
Table 4.34 Employees of Bakoel koffie provide the same services
in accordance to standard services ................................................94
Table 4.35 Employees of Bakoel koffie provide a sympathetic service .......94
Table 4.36 Employees of Bakoel koffie give a respond according
to customer needs ..........................................................................95
Table 4.37 Employees of Bakoel koffie provide accurate information and
answers as costumer needs related to products and services ......95
Table 4.38 Employees of Bakoel koffie know about information
products offer .................................................................................96
Table 4.39 Bakoel koffie provide safe products and secure coffee shop.......97
Table 4.40 EmployeeS of Bakoel Koffie trained and expert in the
products and services of coffee business .....................................97
Table 4.41 You get good attention, friendly and polite services
in Bakoel Koffie ............................................................................98
Table 4.42 Employees of Bakoel koffie understand the characteristics
of consumers ..................................................................................98
Table 4.43 Employees of Bakoel koffie understand the particular
needs of consumers ........................................................................99
Table 4.44 Bakoel koffie has a consistent operating hours ...........................99
Table 4.45 I visited Bakoel koffie for the needs ............................................100
Table 4.46 I am looking for information about Bakoel koffie
before deciding to visit there .........................................................101
Table 4.47 I decided to visit Bakoel koffie after comparing it with other
coffee shop because i believes with the service ...........................101
Table 4.48 I'm sure with my decision to visit Bakoel koffie because their
quality products and a comfortable place .....................................102
Table 4.49 I will come back to Bakoel Koffie and recommend it to
others ...............................................................................................102
Table 4.50 Normality Test Results in Statistics .............................................105
xvii
Table 4.51 Test Results Multicollinearity .......................................................107
Table 4.52 Partial Test Results Significance (t test) ......................................110
Table 4.53 Simultaneous Significance Test Results (Test F) ........................114
Table 4.54 Results of Multiple Linear Regression Analysis .........................115
Table 4.55 Coefficient of Determination Test Results (Adjusted R²) ..........118
xviii
LIST OF FIGURE
Figure 2.1 Diagram Values of Quality Perception .........................................19
Figure 2.2 Proccess of Purchase Decision ......................................................32
Figure 2.3 Stages of the evaluation of alternatives and purchasing
decisions .........................................................................................37
Figure 2.4 Theoritical Framework ..................................................................45
Figure 4.1 Normality Test Result in Graph ....................................................104
Figure 4.2 Heteroskedasticity Test Results in Graph (Scatterplot) ................109
1
CHAPTER I
INTRODUCTION
A. Background
The production of goods and services are now more numerous and various kinds,
which also makes the competition tighter in marketing a product. The role of marketing is
very important in a company. The marketing strategy can not be separated from the
consumer side, where consumers a barometer of success of a product or service.
Marketing aims to satisfy consumer needs, in which consumer needs are dynamic,
changing with the times. In this case the company must be aware of the consumer
changes.
Along with the increasing competition, marketers are required to conduct research
and implementing marketing strategies to achieve the goal of marketing. Based on
research conducted by the Boston Beer (Kotler, 2008: 5) found that the success of the
ongoing demand for establishing and managing the marketing department. To achieve
success and maintain the success of a company's products must be supported by skilled
marketing ability and they should continue to improve their capabilities. Corporate
marketers constantly need to create new ideas in order to improve customer’s expectation
and satisfaction of product.
Coffee is one of the commodity in the world which has recently become a common
concern. In the modern world, we often see how the coffee outlets spread in almost over
the world. The growth of coffee outlets it would be an interesting phenomenon to be
2
studied further. Even in countries that do not has abundant coffee commodities, but they
has many coffee shop that became a place where the people do the activities.
Indonesian coffee culture itself has lasted a long time, many people enjoy a cup of
coffee in the warung coffee at a relatively cheaper. The price range from IDR 3,000 -
5,000 per cup of coffee. But along with the times, the coffee can be enjoyed in a modern
coffee shop that offering a different concept. According to the news published by the
AEKI-AICE (Association of Indonesian Coffee Exporters and Industry), in the last 10
years, the production processed of coffee in Indonesia are growing constantly, and the
proliferation of cafes and coffee shops in major cities are growing continously. Data
released by the AEKI-AICE below shows the estimation of coffee consumption in
Indonesia continues to increase from year 2010 to year 2016.
Here the data consumption of coffee in Indonesia:
3
Chart 1.1
Indonesia Coffee Consumption
1.4
1.2
1
0.8
0.8
0.87
0.94
1 1.03
1.09
1.15
0.6
0.4
0.2
0
2010 2011 2012 2013 2014 2015 2016
KONSUMSI KOPI INDONESIA
(kg/kapita/tahun)
Source: http://www.aeki-aice.org, 2016
Nowadays, enjoying a cup of coffee become familiar in big cities. Enjoying a cup
of coffee in coffee shops or cafes that exist around the population become very popular.
The increasing in consumption of coffee has an impact on coffee shop or café
competition that are selling a cup of coffee. It is consider to meet the needs of coffee
consumer diversity.
Jakarta is the capital city of Indonesia has several areas that are very modern, such
as; Sudirman, Kuningan and Gatot Subroto which is the central offices location to
support the ongoing macro-economic activity. In addition, there are some areas such as
Glodok, Blok M, Mangga Dua, Pasar Rebo, and Kampung Rambutan which is the place
for micro-economic activities.
Senopati is one area that is near by The Sudirman Central Business District
(SCBD). The various local and foreign companies building are located in this region.
4
Because of the location near by The SCBD, its influence the growth of Senopati region. It
can be seen from the number of food platform that build in Senopati, such as restaurant,
café, bistro, lounge, and coffee shop.
In a few years, one of food platform that already exist in Senopatia is coffee shop,
and its contribute to create a new social and cultural phenomenon. Besides being a place
to drink tea or coffee and a light meal, coffee shop as well as a place to gather, socialize,
dating, exchange ideas, build networks, and even become one of the places to do business
prospecting among executives. For the most of office workers, coffee shop can also used
as an alternative place for a business meeting with a client, so the existing of both local
and foreign coffee shop grow continously.
There are several new coffee shop that build and growth in Senopati, but not all
coffee shop in Senopati visited by consumers, because only certain coffee shop that looks
crowded. Consumer attitudes and buying interest in a coffee shop were influenced by
several things, such as product and service quality. The product quality has to maintain in
order to survive in the business competition. The owners has to manage seriously. If a
business want to survive, he must think about the effective ways to compete. The only
way is manage the improvement of product and service quality.
The rise of business coffe shop requires businesses to make efforts appear to be
different so as to attract consumers to visit and be able to sustain its business. According
to Ma'ruf (2005: 14) the purchase decision is not an end in the purchase, but continues
until the purchase becomes an experience for the consumer to use the product purchased,
the experience will be considered for purchase decisions in the future. One of several way
to achieve the company's goal is to find out what the needs and desires of consumers or
5
target market, and give the satisfaction expected by the consumer. In this case the strategy
- marketing strategy is very important. Meanwhile, according to Kotler (2009: 184), the
purchase decision is final consumer purchase decisions of individuals and households
who buy goods and services for personal consumption ". Before consumers decide to buy,
consumers usually go through several stages in advance, namely, the introduction of the
problem, information search, evaluation of altrernatives, the decision to buy or not, post-
purchase behavior.
Here's a list of coffe shop in Senopati:
Table 1.1
List of Coffee Shop in Senopati
NO COFFE SHOP ADDRESS
1 Bakoel Koffie Jl. Senopati Raya No. 92
2 Anomali Coffee Jl. Senopati No. 19, RT
6/RW 3
3 Crematology Coffee Jl. Suryo No. 25 RT 3/RW 6
4 Stomping Grounds Coffee Jl. Birah Raya No.10, RT 5/RW 6
5 Caribou Coffee Jl. Senopati No.52, RT 6/RW 3
6 That’s Life Coffee Jl. Gunawarman No. 24
Source : Primary Data
One of the most famous coffee shop in Senopati is Bakoel Koffie. Based on the
observations of the author, coffe shop that establish since 2001 and located at Jalan
Senopati Raya No. 92 is always crowded by visitors every day either on weekdays or
weekends. Bakoel Koffie is a coffee shop that offers a wide range of products with
various beverage menu of local and import coffee, tea, food, and soft drinks. In addition
Bakoel Koffie offers a unique atmosphere with classic-style building, Bakoel Koffie also
provides indoor and outdoor.
6
Here are data of Bakoel Koffie’s visitors:
Chart 1.2
Number of Visitors Bakoel Koffie Year 2014 - 2016
1800
1600
1378 1409 1439 1467
1496 1521 1549 1578
1614
1400
1200
1296 1346
967 979 989 1019 1039 1056
1078 1124 1143 1176
1245 1267
1000
800
600
400
200
0
725 739 758 775 796 823 847 865 886 907 923 942
2014 2015 2016
Source : Primary Data
From the chart 1.2 above shows that the dominance of Bakoel Koffie visitors in the
year 2014 to 2016.The number of Bakoel Koffie’s visitor are significantly increase. The
increasing number of visitors from the chart 1.2 above are stable if we look to data in the
period of months every year, approximately 50% from 2014 to 2015, and about 30%
from 2015 to 2016.
7
Chart 1.3
Number of Visitors Anomali Coffee Year 2014 - 2016
1800
1600
1431 1447 1452 1493 1529 1562 1599 1637 1662 1691
1400
1399 1416
1139 1152 1166 1226 1242 1279 1305 1332 1358 1383
1200
1000
800
600
400
200
0
1116 1127
837 846 862 889 996 1018 1022 1040 1053 1079 1084 1105
2014 2015 2016
Source : Primary Data
From the comparison chart 1.2 and 1.3 above it is clear that Bakoel Koffie have
different total visitors if we accumulate with Anomaly Coffee. we can see the
differentiation from the total visitors in every month, Anomaly Coffee is a significant
increase compared to Bakoel Koffie. Because of the explenation reasons above, the
author is more interest to make a Bakoel Koffie as study case in this research than
Anomaly Coffee or other coffee shop in Senopati.
The first factor affect the process of purchase decision is how the company or
coffee shop gives the perception of the quality of goods or services either to consumers.
When consumers use the product, then the consumer will conduct an assessment of the
product, so that consumers has their own perception of the brand product. According
Durianto, et al. (2000: 101) perceived quality is closely related to the purchase decision,
8
then the perceived quality can streamline all elements of the marketing program in
particular promotional program.
A further factor influencing the process of purchase decision is brand image.
America Marketing Association defines a brand as a "name, term, sign, symbol, or
design, or a combination thereof, are intended to identify the goods or services of one
seller or group of sellers and to differentiate from competitors." According to Ali Hasan
(2013: 210), brand image or brand image is a set of tangible and intangible nature, such
as ideas, beliefs, values, interests, and features that make it unique. According to him,
visually and collectively, a brand image should represent all internal and external
characteristics that can affect how a brand is perceived by the target market or customers.
Brand image has a very important role for a company to differentiate a product or
service with another company. Products that already has a strong brand image will be
hard to duplicate because it has been ingrained in the minds of consumers. As with the
product that can be easily replicated for consumer perception of the value of a particular
brand that will not be easily created. A strong brand image will make the consumer has
the perception to get the added value of a product which will not be obtained from other
products. Without a strong and positive image, it is difficult for companies to attract new
customers and retain existing customers to remain loyal, even though many products
from the coffee shop in the market, but the coffee lovers admit that the Bakoel Koffie in
taste really good. Because Bakoel Koffie brand image that has been formed long ago in
the market that will influence consumers to select it. Besides coffee lovers when asked
where the famous and delicious to just chat while drinking coffee at Bakoel Koffie
definite answer, but there are many other coffee shops that offer the same pleasure.
9
As consumer behavior, lifestyle factors also influence process of purchase decision.
Lifestyle has become an important variable in the preparation of marketing strategy
today. In connection with the market, lifestyle serves as a very good segmentation
variables (Li, 2009), because it is a way of life by a person or group that includes social
relations, consumption, entertainment, and clothing patterns. When the present time is the
consumer's lifestyle is much different from the lifestyle several years ago. Changes in
people's lifestyles, particularly urban communities, which tend to be consumptive and
instant product please resulted in increasing the number of entrepreneurs who create
instant products or practical in order to satisfy consumer desires.
One significant lifestyle changes seen in the group of young people. Young people
(Youth) is a group of dynamic, sociable and always follow the trend of the times.
According Kertajaya (2010) at the present time there are three sub culture of consumers
who has an important role in the Indonesian market, namely women, youth, and netizens.
The flurry of urban youth who spend time and energy, delivering them on the need to
relax eliminate fatigue. They will need a place to hang right with them, in accordance
with the wishes and their lifestyle. One place that can accommodate their wishes are
coffee shop.
According to Kotler (2005) in increasing competition each company should be able
to win this competition by displaying the best products and can meet consumer tastes are
always evolving and changing. To win the competition an increasingly competitive
business actors are required to be able to create competitive advantage for products and
services in an effort to satisfy customers. All companies certainly want to continue to
exist and be more superior. To survive in the business world then a company should be
10
able to establish appropriate strategies and techniques. A crucial step to put a service
company that is superior one must be able to provide good service. Companies are
required to continue to make improvements, especially in the service quality. According
Tjiptono (2011) service quality is something that is perceived by the customer.
Customers will assess the perceived quality of a service based on what they describe in
their minds. Customers will switch to other service providers are better able to understand
the specific needs of customers and provide better service.
Based on the background above, the researcher is interested to do a research with
the title “Influence of Perceived Quality, Brand Image, Lifestyle and Service Quality
toward Process of Purchase Decision (Study Case Bakoel Koffie Senopati)”.
B. Research Problem
Based on the background that the author has described, the formulations of the
problem are:
1. Does brand image significantly influence towards process of purchase decision on
Bakoel Koffie Senopati?
2. Does perceived quality significantly influence towards process of purchase decision
on Bakoel Koffie Senopati?
3. Does lifestyle significantly influence towards process of purchase decision on Bakoel
Koffie Senopati?
4. Does service quality significantly influence towards process of purchase decision on
Bakoel Koffie Senopati?
11
5. Do quality of brand image, perceived Quality, lifestyle and service quality
significantly influence simultaneously towards process of purchase decision on
Bakoel Koffie Senopati?
C. Purpose of Research
Based on the questions above, the purposes of this research are:
1. To analyze the influence of brand image towards process of purchase decision on
Bakoel Koffie Senopati.
2. To analyze the influence of perceived quality towards process of purchase decision
on Bakoel Koffie Senopati.
3. To analyze the influence of lifestyle towards process of purchase decision on Bakoel
Koffie Senopati.
4. To analyze the influence of service quality towards process of purchase decision on
Bakoel Koffie Senopati.
5. To analyze the influence of brand image, perceived quality, lifestyle and service
quality simultaneously towards process of purchase decision on Bakoel Koffie
Senopati.
D. Research Advantages
1. For the author, this research can improve the author’s knowledge and this topic can
always be used in every kind of business. This research is also done in order to
graduate as a Bachelor of Economics of State Islamic University Jakarta.
2. For company, the result of this research can be used to improve the strategy of
Bakoel Koffie because the results are based from process of purchase decision.
12
3. For Islamic State University (UIN) Jakarta, the research can also be used for other
students in order to help the students to finish their thesis.
4. For reader and another research, I hope people who read this research will feel easy
to read the methods of this research.
CHAPTER II
LITERATURE REVIEW
A. Theoritical Framework
1. Brand
a. Definition of Brand
According to Law about brand No. 15, 2001, article 1,
paragraph 1 in Tjiptono (2011: 3), the brand is "sign in the form of
images, names, words, letters, numbers, color composition, or a
combination of these elements, having distinguishing features and
used in the trading of goods or services ".
According to the American Marketing Association (AMA) in
Kotler and Keller (2009: 258) brand is a name, term, sign, or design,
or a combination. Thereof, which are intended to identify the goods or
services of one seller or group of sellers and differenciate them with
competitors. Brand determination has been around for many centuries
as a means for the goods of one manufacturer contrasted with other
manufacturers.
Keller (2008) explains that the brand is a product which is added
other dimensions that differentiate the product from other products
that are both designed to meet the same needs.
According to Keller (2008) in Tjiptono (2011: 10) Brand has
some elements of its brand or identity, both tangible and intangible
13
14
(see table 2.1). Broadly speaking, these elements can be translated into
a brand name, URLs (Uniform Resource Locators), logos, symbols,
characters, spokesman (spokespeople), slogans, jingles, packaging and
signage.
Table 2.1
Brand Element
No Tangible Element and
Visual
Intangible Element
1. Symbol and slogan Identity, brand, corporate,
integrated communications,
customer relations
2. Names, logos, colors,
brand mark and the
advertising slogan
---
3. Name, brands Positioning,
communications, brands
4. Functional capability,
name, legal protection
Symbolic value, service, a
sign of ownership,
shorthand notation
5. Fungsionality Representasionality
6. Attendance and
performance
Relevance, excellence,
special bonds (bond)
7. Unique name, logo,
graphic design and
physical
---
8. Physical form Personality, relationships,
culture, reflection, self-
image
9. functional value Social values and personal
Source: Keller (2003)
15
b. Brand Benefits
According to Keller (2008) in Tjiptono (2011: 43) the benefits
of the brand can be viewed from two perspectives, there are for
producers and consumers. For manufacturers, the brand plays an
important role as:
1) Identification form to facilitate the process of handling or tracking
products for the company, especially in the organization of
preparation and accounting records.
2) Forms of legal protection against the features or aspects of unique
products. Brands can get the protection of intellectual property. The
brand name can be protected through trademarks, manufacture
process can be protected through patents, and packaging can be
protected by copyright and design. Intellectual property rights
provides a guarantee that the company can invest safely in a
developed brand and take the benefits of these valuable assets.
3) Signal level of quality for satisfied customers, so that they can
easily choose and buy it again. Brand loyalty generates demand
predictability and security for the company and create barriers to
entry that make it difficult for other companies to enter the market.
a) Tools for create associations and unique meaning to
differentiate their products from competitors.
b) Source of competitive advantage, especially through legal
protection, customer loyalty, and unique image formed in the
minds of consumers.
16
c) Sources of financial return, especially with future income.
Meanwhile, according to Keller (2008) in Tjiptono (2011: 44),
suggests the brand principal benefits for consumers, as follows:
a) Brand as a source of product identification.
b) Brand as imposing responsibility on the manufacturer or
distributor of certain.
c) Brand as a risk reduction.
d) Brand as a suppressor of the search costs internal and external.
e) Brand as a promise or a special bond with the manufacturer.
f) Brand as a symbolic project an image of themselves.
g) Brand as a quality signal.
2. Perceived Quality
a. Definition of Perceived Quality
Perceived quality is consumer perceptions of the overall quality or
superiority of a product or service related to what is expected by the
customer (Durianto et al, 2004: 96). Meanwhile, according to Aaker in
Rangkuti (2002: 41), the perceived quality is customer perception of
overall quality or superiority of a product or service which is exactly same
as they are expected.
Based on the definition above, perceived quality is defined as
consumer impression on the overall quality of products or services based
on the expectations of the consumer.
17
Perceived quality is the perception of the customer, therefore
perceived quality can not be determined objectively. Customer perception
will involve what is important to customers because each customer has an
interest (measured relative) different to a product or service. It can be
concluded that discusses the perceived quality means it will discuss the
involvement and interests of customers.
b. Dimension Perceived Quality
According to Kotler and Keller (2007: 9), there are six dimensions of
quality products that need to be addressed:
1) Quality of performance, the most basic dimensions and its
associated with the main function of a product.
2) Reliability, is a measure of the probability of a product will not be
damaged or fail in a given period.
3) Feature, most of the products can be offered with various features,
the characteristics that complement the basic functions of the
product.
4) Durability, endurance or durability shows a measurement of the
product cycle, which is a measure of age which is expected on the
operation of the product under normal or tough conditions, both
technically and time.
5) Conformance quality, this dimension indicates how much a
product can match certain standards or specifications.
18
Perceveid Quality
6) Style, these dimensions offer many emotional aspects in
influencing customer satisfaction.
c. Values of Perceived Quality
Percevied quality has an important role in building a brand, in the
context of the perceived quality of a brand can be an important reason of
purchase and which brand will be considered customers which in turn will
affect customers in deciding which brand to buy (Durianto et al, 2004:
100- 101). Perceptions of the overall quality of a product or service can
determine the value of the product or service and directly affect the
purchasing decisions of consumers. Durianto et al, (2004: 96).
Generally, the values of consumer impressions can be described as
follows:
Figure 2.1
Diagram Values of Quality Perception
Reasons to buy
Differentiation or position
optimum price
Interest distribution channels
brand extension
Source: Durianto, etc (2004:101).
From the explanation of the figure 2.1 above can be seen as follows
1) Reasons to buy.
19
Limitations of information, money and time to make the customer
buying decision is influenced by the perceived quality of a brand that
is in the minds of consumers, oftenly the only reason for their purchase
decision based on the perceived quality of the brand to be bought.
2) Differentiation or position.
Differentiation is defined as an essential characteristic of the brand, are
the brand is worth, also with regard to the perception of whether the
brand is good or just competitive against other brands.
3) Optimum price.
These advantages provide choices in setting the optimum price that
could increase profits or provide resources for reinvestment in the
brand.
4) Interest distribution channels.
This advantage is due to the increasing interest of distributors can offer
a product that has a perception of high quality at an attractive price and
control of the traffic distribution to deliver brands that consumers
demand.
5) Brand extension.
The impression of quality can be exploited by introducing a variety of
brand extension, by using a specific brand to enter into a new product
categories.
According to David Aaker, managing brand equity in Durianto et al.
(2004: 104), points to consider in building a perceived quality are:
20
1) Commitment to quality.
Companies must be committed to quality and to maintain the quality
continuously. Efforts, maintaining quality reflected in the action
without compromise.
2) Cultural quality.
Quality commitment should be reflected in the corporate culture, norms
of behavior and values. If companies are faced with the choice of
quality and cost, they should choose quality.
3) Information on customer feedback.
In the end, to build the customer perceived quality that defines quality.
Oftentimes, companies are mistaken in estimating what is considered
important by customers. For example a credit card, the managers
estimate that the ease of obtaining credit cards is the most important for
customers, but for customers safety and security against lost cards is.
For that reason, companies need to continually doing research to its
customers in order to obtain information that is accurate and up to date.
4) Target or an absolute standard.
Quality goals must be clear and not too common because of its quality
targets are too general tend to be helpful. The quality also should has
clear standards, can be understood and prioritized. Too many targets
without priority is equal to not having a goals that will ultimately
endangered the survival of the company itself.
21
5) Develop an initiative employee.
Employees should be encouraged and allowed to take the initiative and
be involved in finding solutions to the problems faced by the creative
and innovative thinking.
3. Brand Image
a. Definition of Brand Image
According to Kotler and Keller (2009: 272), brand image is the way
people think of them actually, so that the right image can be embedded in
the minds of consumers, marketers must show the brand identity through
all means of communication and contact brands. While the brand image
itself according to Kotler and Keller (2007: 346) is "perceptions and
beliefs held by consumers. As reflected in the association held in
consumer memory". That are perception and consumer confidence, as
reflected in the associate consumers memory. Then Tjiptono (2011: 112)
also explains that the brand image or brand description is a description of
the association and consumer confidence towards certain brands.
By creating the right brand image for a product, would be very useful
for marketers, because the brand image will influence consumer ratings on
alternative brand that they expected. Which not only can meet the needs of
consumers, but can give better satisfaction and more secure.
As manifested by Schiffman and Kanuk (2000: 141), consumers
always choose brands based on its image. If consumers did not has
experience with a product, they tend to "trust" the preferred brand or the
22
famous one. Brand image is positively related to customer loyalty,
consumer confidence about the value of a positive brand, and a willingness
to look after the brand. A positive brand image also helps increase
consumer interest in dealing with various marketing activities of
competitors.
From the definition above, it can be concluded that the brand image
is the perception and confidence to a brand that is in the minds of
consumers based on their experiences with a product. brand image is
closely related to the impression of the products they consume, which can
cause a positive impression for the customer to a particular brand. Then
the perception and understanding of customers to a brand depends on the
customer's ability to identify various information about the brand, and the
customer's ability to store information in memory of the brand. The
customers understanding of a brand is a reflection of the customer ratings
on branded products offered.
b. Measurement of Brand Image
According to the journal by Vazifehdust and Hariri (2011), the dimensions
of brand image consist of:
1) Functional image (seen from the function product) consists of:
a) The product has a high quality.
b) The product has better a characteristics than its
competitor.
c) The product of the competitor is usually cheaper.
23
2) Effective image, consists of:
a) The brand is nice.
b) The brand has personality that this distinguishes itself
from competitor.
c) The brand that does not disappoint its customers.
3) Reputation, consists of:
a) Its one of the best brand in the sector.
b) The brand is very consolidated in the market.
4. Lifestyle
a. Definition of lifestyle
Kotler (2003: 192) lifestyle is a world pattern expressed in activities,
interests and opinion. Lifestyle described the "whole person" with the
environment. Besides Kotler, Amstrong (2001: 91) argues lifestyle refers
to a consumption pattern that reflects a person's choice to various issues
and how to spend time and money. Another opinion, according to Nugroho
(2003: 148) defines a lifestyle widely seen as a way of life that is identified
by how people spend their time (activity) what they consider important in
their environment (relationship) and what they think about themselves and
the world vicinity (opinion). Then, the definition of a lifestyle according to
Sunarto (2000: 103) lifestyle is the life pattern of the person to understand
these forces, we must measure the dimensions AIO customer's principal
activities (work, hobbies, shopping, sports, social activities), interest (food,
fashion, family, recreation), opinion (about themselves, social issues,
24
business, products). Lifestyle includes something more than just a social
class or personality.
According to Kasali (2001: 226-227) suggests that market researchers
who embrace the lifestyle approach tends to classify customers according
to the variables activity, interest, and the opinion. Another definition
according to Lamb, et al., (2002: 293) lifestyle segmented people into
groups according to how they spend their time, and the other important
things that are around them what they believe and social characteristics
economy such as income and education.
b. Classification of Lifestyle
According Suryani (2008: 77) the classification of a lifestyle based on
the typology of values and lifestyle (VALS), as follow:
1) Actualizes :
People with the highest opinion of so many resources that they
can be included in each or all of the self-orientation.
2) Fulfilled :
Professional mature, responsible, educated. They argue high, but
including a practical and value-oriented consumer.
3) Believers :
Consumers are conservative, their lives centered on family,
religion, society and the nation.
25
4) Achievers :
Successful people, work-oriented, conservative in politics that get
satisfaction from work and their families. They respect authority and
the status quo as well and love well-known products and services that
show off their success.
5) Strivers :
People with values similar to achievers but with a fewer economic
resources, social and psychological.
6) Experiences :
Consumers who had a great desire to like things that are new.
7) Makers :
People love affect their environment in a practical way.
8) Strugglers :
The lowest-income people and too few resources to be put into
any consumer orientation with all its limitations, they tend to be a
loyal customer to the brand.
c. Values of Lifestyle
J.S Nugroho (2003: 152-153) states lifestyle that developed in the
community reflect on the values embraced by the community itself. To
understand how lifestyle work, a group of people required program or
instrument to measure lifestyle that always developed, International SRI
has developed a program to measure the lifestyle in terms of aspects of
culture, as follow:
26
1) Outer directed
Outer directed is a consumer lifestyle that if the purchase of a
product must be in accordance with the values and traditional norms
that has been established.
2) Inner direct
Consumers who purchased the product to has something and not
think too much about cultural norms that develop.
3) Need driven
Groups of consumers who buy something based on needs and not
based of what they wants.
d. Dimension of Lifestyle:
According Setiadi (2010: 77) lifestyle divided into three, as follow:
1) Activity is how consumers spend time in everyday life (Setiadi,
2010: 78). The activity indicator variable in this study draws on
research by Mandey (2009), as follow:
a) Job
b) Hoby
c) Freeday-activity
2) Interest is something that consumer wants or whatever is around the
consumer are considered important in the life and social interaction
(Setiadi, 2010: 78).
The indicator variable of interest in this study draws on research
Mandey (2009), as follow:
27
a) Love the products offered.
b) Products are offered in accordance with the needs.
c) Interest for the quality of products.
3) Opinion is how consumers view themselves and the world around
them (Setiadi, 2010: 78). The indicator variable refers to the opinion
by Mandey (2009) research, namely:
a) Branded products are part of the lifestyle.
b) The products offered are varied.
c) Prices of competing products.
5. Service Quality
a. Definition of Service Quality
American Society for Quality Control, defining quality is the
overall traits and characteristics of a product or service in its ability to
meet the needs that has been determined or latent. (Lupiyoadi and
Hamdani 2006: 175).
Lewis and Booms (1983) in Tjiptono (2008: 85) defines the quality
of services as a measure of how good the level of service provided is able
to conform to the expectations of customers, based on this definition, the
quality of service is determined by the abilities of companies to meet the
desires and needs of customers in line with expectations customer.
According to Hansen and Mowen in Pratiwi (2010: 19) "Quality is
the degree or grade of excellence: in this sense quality is a relative
measure of goodness." According to this principle that quality is
28
conformance to the character of a product or service designed to meet the
particular needs under certain conditions.
The concept of quality is essentially relative, it depends on the
perspective used to determine the characteristics and specifications.
Basically there are three quality orientation should be consistent with each
other, as follow: consumer perception, products (services), and processes.
Consistency services for the third orientation can contribute to the
company's success in realizing customer satisfaction, employee
satisfaction, and organizational profitabilits. This is when analyzed further
the quality and long-term gains seen in two things: the first factor external
benefits, which are implicated in the production process of goods
(services), where the quality of service provided by the company can
provide a positive perception of the company and produce a customer
satisfaction and loyalty. Both internal gain factor which appears at the
same time by obtaining external benefits where the company's focus on
quality can give a positive value in the company's internal process of
increasing production. (Lupiyoadi and Hamdani 2006: 176).
b. Dimension of Service Quality
There are some marketing experts who determine the criteria or
dimensions of quality services both by empirical research, descriptive and
theoretical. Parasuraman et al in Tjiptono (2008: 108) argues his research
that there are ten criteria or dimensions that can be used to assess the
29
quality of service that is ten dimension of servqual (service quality).
Among them:
1) Reliability, includes two main things, that is the consistency of
performance and the ability to be trusted (dependability).
2) Responsivity, is the willingness or readiness of employees to assist and
serve customers immediately.
3) Competence, is acquisition of skills and knowledge needed to serve
according to customer requirements.
4) Access, including ease to be contacted or met and ease of contact, such
as easily accessible location, communication is not difficult to reach,
waiting in line is not too long and etc.
5) Courtesy, including politeness, respect, caring and friendliness that is
owned by the contact person (such as receptionists, telephone
operators, etc.).
6) Communication, means providing information to customers in a
language which they understand it, and always hear suggestions and
complaints of customers.
7) Credibility is honest and trustworthy nature. Credibility includes the
company name, company reputation, personal characteristics of
employees, and interactions with customers.
30
8) Security is free from danger, risk, or doubt or hesitation whther in
physical security, financial security, privacy, and confidentiality.
9) The ability to understand the customer, which seeks to understand
customers and their specific needs, provide individual attention, and
get to know regular customers.
10) Physical facilities (tangible), who felt is the physical evidence of the
service in the form of physical facilities, equipment used, and physical
represented of services.
In one study of SERVQUAL by Parasuraman (1988) in Lupiyoadi
and Hamdani (2006: 182) involving 800 customers (which is divided into
four companies) aging around 25 years and above, it was concluded that
there are five dimensions of SERVQUAL as follows:
1) Tangible, is the ability of a company to indicate its existence to
external parties. Appearance and abilities of physical infrastructure
companies a reliable state of the environment is clear evidence of the
services provided by the service provider. These are include:
a) Physical facilities (tangible).
b) Equipment.
c) employees outlook.
31
2) Reliability, is the company's ability to provide services to the promise
of accurate and reliable. Performance should be in accordance with the
expectations of customers which include:
a) Punctuality.
b) the same service to all without error.
c) sympathic.
3) Responsiveness, is a policy to help providing fast service
(responsiveness) and right to the customer, with a clear explanation.
4) Assurance, that are knowledge, politeness, compensation, and the
ability of the company's employees to gain confidence of customers to
the company, this includes:
a) Communication.
b) Security.
c) Competency.
d) Politeness.
5) Empathy, is gives genuine concern and tend to be more individual or
individual that is provided to customers by striving to understand the
desires of consumers. These are include:
a) understanding and knowledge about customers.
b) Understanding about specific customer needs.
c) has the operating time that is convenient for customer
32
6. Purchase Decision
a. Definition of Purchase Decision
According to Kotler and Armstrong (2003: 227), the purchase
decision is a step in the buyer's decision process in which consumers
actually buy. Decision-making is an activity of individuals who are
directly involved in obtaining and using the goods offered.
b. Proccess of Purchase Decision
According to Kotler and Keller (2007: 235), to be at the purchase
stage, there are steps in the purchase process with a stage. The decision
making process includes a series of steps include: problem recognition,
information search, evaluation of alternatives, purchase decision and post-
purchase behavior. The process can be described as follows:
Figure 2.2
Proccess of Purchase Decision
Determin
e the
problem
Searchin
g the
informat
ion
Alterna
tive
evaluati
on
Purchase
decision
Post-
purchase
decision
Source: Kotler dan Keller (2007: 235).
1) Determine the problem
A process where the buyer recognizes a problem or need arising from
the stimulation of internal or external stimuli.
2) Searching the information
Consumers who are interested in a product will look for information
about the product. If a strong impulse consumers and products that can
33
satisfy within range, consumers are likely to buy it. Consumer
information sources are classified into four groups, such as:
a) Private sources, is family, friends, neighbors and acquaintances.
b) Commercial sources, is advertising, sales representatives and
distributors.
c) Public sources, is mass media and organizational determinants of
consumer ratings.
d) Sources experience, namely the handling, assessment and use of
the product.
3) Alternative evaluation
According to Kotler and Keller (2007: 237-238), the
consumer brand competitive process information and make a final
judgment. There is no simple single evaluation process used by all
consumers or by the consumer in all buying situations. There are
several evaluation process decisions, and the latest models that looked
at the evaluation process-oriented consumer as a cognitive process.
That are the model assumes consumers form judgments on a product
with very conscious and rational.
Some basic concepts will help us understand consumer
evaluation process are:
a) Consumers trying to make ends meet.
b) Consumers looking for certain benefits from the product solution.
34
c) Consumers looked at each product as a set of attributes with
different capabilities in delivering the benefits are used to satisfy
the needs.
The consumer will pay great attention to the attributes that
provide the benefits sought. Market certain products often can be
segmented based on attributes that stand out for different consumer
groups.
a) beliefs and attitudes.
Evaluations often reflect the beliefs and attitudes. Through acting
and learning, people gain confidence and attitude. Both later affect
their buying behavior.
Belief is the image of thought espoused someone about some
picture. Consumer confidence about the product or brand affect
their purchasing decisions. Equally important is the attitude with
confidence.
Attitude is the evaluation, emotions and action tendencies
favorable or unfavorable, and last a long time in a person to a
particular object or idea.
b) Hope values model.
Consumers are finally taking an attitude (decision, preference) of
various brands through the evaluation procedure. They developed a
set of beliefs about the place of each brand stands on each attribute.
Model expectation value on the formation of attitudes revealed that
35
consumers evaluate products and services by combining their
brand beliefs (positive or negative) according to their needs.
4) Purchase decision
According to Kotler and Keller (2007: 240-243), in the
evaluation phase, consumers formed a preference for brands in the
choice set. Consumers also can form the intention to buy the most
preferred brand. In carrying out the purpose of the purchase, the
consumer can take five sub-decisions: first thing is brand (brand 'A'),
the dealer (dealer '2'), the third is quantity (a computer), the fourth is
time (weekend), and the fifth is payment method (credit card). In
purchasing daily use products, smaller decisions and liberty also
become smaller.
In some cases, consumers can make a decision to not formally
evaluate each brand. In other cases, the factors that can intervene to
influence the final decision.
a) Models of consumer choice which non-compensation.
Model expectation value is a compensation model where things are
considered good in a product can help overcome other things that
feel bad. However, consumers may not want to spend so much
time and energy to assessing brands. With a model of non-
compensated on consumer choice, consideration of positive and
negative attributes do not need to be filtered. Evaluating more
attributes in making decisions becomes easier for a consumer, but
36
also increase the likelihood of people to make different choices if
they is more liberal face greater details. Here we highlight three
legacy of these options are:
1) In the conjunctive experience, consumers establish a minimum
acceptable level for each attribute and choose the first alternative
that meets the minimum standards for an attribute.
2) In leksikografik experience, consumers choose the best brands
based on the perceived attributes are most important.
3) In the experience of elimination by aspects, consumers compare
the brand on an attribute that is selected having regard to the
level of probability (where the probability of selecting an
attribute that is positively related to its importance) and the brand
is eliminated if it does not meet the minimum acceptable level.
b) Interfere factors
Although consumers form brand evaluation, there are several
factors that can be in between purchase intention and purchase
decisions are illustrated in Figure 2.3.
37
Alterna
tive
Evaluat
ion
Consum
er
Buying
Figure 2.3
Stages of the evaluation of alternatives and purchasing decisions
Consumer
Attitude
Situational
factor that
Consumet
can not
Anticipate
Source : Kotler (2007: 242).
Consumer
Buying
Behavior
The first factor is the attitude of others. The extent to which the
attitude of others reduces one's preferred alternative will depend on
two things:
1) The intensity of the negative attitudes of others towards
alternative preferred by consumers.
2) Consumer motivation to obey the wishes of others.
The more intense the negative attitudes of others and closer to
the other person with the consumer, consumers will
increasingly change their purchase intention.
The second factor is the factor of unanticipated situations that may
arise and change purchase intention. The consumer's decision to
modify, delay, or avoid buying decision is strongly influenced by
the risk.
There are several types of risk that can be felt by consumers in
purchase and consuming the product, as folow:
38
1) The functional risk, products not performing as expected and
and the product not worth to the price that paid.
2) The physical risk, the product poses a threat to the welfare or
physical health from users or others.
3) The social risks, product cause embarrassment to others.
4) The psychological risk, products affect the mental welfare of
the user.
5) The time risk, failure of product resulting in an opportunity
cost because find another satisfactory product.
5) Post-purchase decision
According to Kotler and Keller (2007: 243), after making a
purchase of a product, the consumer will experience a certain level of
satisfaction or dissatisfaction. Marketers must monitoring the
satisfaction of post-purchase, post-purchase action, and post-purchase
product usage.
According to Kotler and Keller (2007: 243), there are five
people who play a role in purchasing decisions:
a) Spark.
The man who first proposed the idea to buy the product.
b) Influencer.
People who affect consumer decision by their perspective and
suggestion.
c) The Decision Maker.
39
People who make decisions about each component of the purchase
decision, whether to buy, do not buy, how to buy and where to buy.
d) Buyers.
The person doing the actual purchase.
e) Users.
A person who consumes or uses goods or services products.
B. Previous Research
There are several studies that has been done previously associated with
this research. These are:
Research conducted by Sukotjo and Radix (2010) that aims to analyze
the influence of the marketing mix (product, price promotions, location,
participants, processes and physical environment) on product purchasing
decisions Teta beauty clinic in Surabaya using multiple linear regression
analysis. The results showed that variable products, promotional price,
location, participants, processes and physical environment simultaneously has
a significant influence on purchasing decisions on products Teta beauty clinic
in the city of Surabaya. Furthermore, partial hypothesis testing indicates that
the variable product, price, promotion, location and physical environment
influence on purchase decisions on products Teta beauty clinic in the city of
Surabaya, whereas participants and process variables did not significantly
influence the purchasing decisions of products.
The study by Amira Tria Hanin (2011), which aims to determine the
effect of brand awareness, perceived quality, brand association and brand
40
loyalty to the decision made on the consumer buying decision. This research
conducted on BlackBerry mobile phone owner, and the specified number of
samples of 100 respondents using accidencial sampling method. Hypothesis
testing using T-test showed that the four independent variables studied was
shown to significantly affect the dependent variable purchase decision, and
then by using F-test can be known of the four variables is feasible to test the
dependent variable purchase decision.
Research conducted by Satya Gunawan (2012) with the title "The
Effect of Word Of Mouth, Innovation, Style and Perceived Quality on
Purchase Decision" Christian University Satya Discourse. In his research
shows that Perceived Quality does not significantly influence the purchase
decision, it is seen in the value in T-table 5 in accordance with the statistical
requirements specified by Hair et al., (2010) that the critical t values should be
above 1.96.
Research conducted by Widagdo which aims to determine the effect of
service quality and promotion of consumer's decision to buy a computer at PT.
XYZ Palembang using multiple linear analysis. The results showed that the
variable quality of service and promotions simultaneously influence the
consumer decision to buy a computer. Variable quality of service has the
effect of 77.2 percent (R2 = 0772) and the promotion of influence by 48.4
percent (R2 = 0484).
Research conducted by Sulistyawati which aims to determine the
effect of brand image and product quality on purchasing decisions Acer brand
41
laptop in the city of Semarang. The sampling method used in this research is
non probability sampling technique by purposive sampling with the number of
respondents as many as 96 people. Data analysis technique used is multiple
regression analysis. T test results showed t value on brand image variable (X1)
is equal to 2,441 with significance level of 0.017. Because 2.441> 1.985 and
0.017 <0.05 then H0 rejected and Ha accepted, that means the variable's brand
image positive influence on purchase decisions. While the t value variable
product quality (X2) is approximately 5.467 with a significance level of 0.000.
Because 5.467> 1.985 and 0.000 <0.05 then H0 rejected and Ha accepted,
meaning that the variable quality of the product has positive influence on
purchase decisions.
Research conducted by Afra Wibawa Makna Hayat (2013), which
aims to determine the effect Location And Brand Image Consumer Buying
Decision Against Research In Buahbatu Ouval Distro Bandung. The number
of respondents involved in this study were 100 respondents who has bought
the product in Ouval Research Distro in Buahbatu, Bandung. The results
showed that the location and brand image has a positive and significant
correlation to variable consumer purchasing decisions on the distributions of
Ouval Research Distro in Buah Batu, Bandung either concurrently
(simultaneously) or separately (partialy). Simultaneously, the influence of the
location and brand image on consumer purchasing decisions is 74.9% while
the rest influenced other factors not examined that influence consumer
42
purchase decisions like promotion mix activity, pricing, social factors and
others.
43
Table 2.2
Previous Research
NO Author
(year)
Research Title Variable Result Of Research
1 Hendri
Sukotjo
and
Sumant
o
Radix
(2010)
Analysis of
Marketing Mix-7P
(Produk, Price,
Promotion, Place,
Partisipant,
Process, and
Physical Evidence)
toward Purchase
Decision Produk
Klinik Kecantikan
Teta
di Surabaya
Product,
price,
promotio
n,
location,
participa
nt,
physical
environm
ent,
process,
purchase
decision
The results showed that
simultaneous variable
products, promotion,
price, location,
participants, processes
and physical environment
has a significant
influence toward
purchasing decisions. and
product, price,
promotions, location and
physical environment
partially influence on
purchasing decisions,
while partisipant and the
process has no influence.
2 Amira
Tria
Hanin
(2011)
The influence of
brand awareness,
perceived quality,
brand associations
and brand loyalty
toward purchasing
decisions.
Brand
awarenes
s,
perceive
d quality,
brand
associati
on, brand
loyalty,
purchase
decision
The t-test show that the
four independent research
variables was prove
significantly influence the
dependent variable
purchase decisions, using
the F test can be known
of the four variables
simultaneously influence
toward purchasing
decisions.
3 Satya
Gunaw
an
Yahya
(2012)
The Influence of
Word Of Mouth,
Innovation,
Lifestyle and
Perceived Quality
toward Purchase
Decision.
Word Of
Mouth,
Inovation
,
Lifestyle,
Perceive
d
Quality,
purchase
decision
The results show that the
Perceived Quality does
not significantly
influence toward
purchase decision, it can
be shown in the value of t
table number 5 based on
the statistical
requirements specified by
Hair et al., (2010) which
44
is to the value of t must
be in
above the value of 1.96.
4 Herry
Widagd
o
(2011)
The Analysis of
Influence Service
Quality and
Promotion toward
purchase decision.
Study case
consumen of PT.
XYZ Palembang
Service
quality,
promotio
n,
purchase
decision
The results show that the
service quality and
promotions
simultaneously influence
purchase decision of
computer consumen.
Variable of service
quality has the influence
of 77.2 percent (R2 =
0772) and the promotion
influence by 48.4 percent
(R2 = 0484).
5 Praba
Sulistya
wati
(2010)
The analysis of
influence brand
image and product
quality toward
purchase decisions
on laptop acer
brand in Semarang
Brand
image,
service
quality,
purchase
decision
The results of research
through t test show that
the variables of brand
image and product
quality has positive
influence toward
purchase decisions.
6 Afra
Wibaw
a
Makana
Hayat
(2013)
The influence of Location And
Brand image
toward Purchase
Decision On
consumen of
Ouval research
Distro In Buahbatu
Bandung.
Location,
brand
image,
purchase
decision
The results show that the
location and brand image
of has a positive and
significant correlation
toward purchase
decisions, either partially,
or simultaneously. The
amount of influence the
location and brand image
toward purchase
decisions is 74.9% while
the rest influenced by
other variables.
45
C. Theoritical Framework
The framework used in this study systematically and simply described as
follows:
Figure 2.4
Theoritical Framework
The Influence of Perceived Quality, Brand Image, Lifestyle and
Service Quality toward Process of Purchase Decisions Products
Bakoel Koffie (Case Study Consumer of Bakoel Koffie At
Senopati Jakarta) ".
Consumer of Bakoel Koffie At Senopati
Jakarta
Perceived Brand Image Lifestyle Service Quality
Process of Purchase Decisions
Validity Test & Reability Test
Classical Assumption Test :
1. Normality Test
2. Multikolinearity Test
3. Heteroskedastisity Test
4. Multiple Regression Test:
5. Coefficient of
determination
Hypothesis Test:
6. t Test
7. F Test
Conclusion
46
D. Hipotesis Resesarch
Based on the formulation of the problem, the purpose of research and
theoretical basis, it can be put forward a hypothesis that still require testing to
prove the truth, ie:
1. Ho : β1 = 0 ; there is no influence between perceived quality against
process of purchase decision.
Ha : β1 ≠ 0 ; there is influence between perceived quality against process of
purchase decision.
2. Ho : β2 = 0 ; there is no influence between brand image against process of
purchase decision.
Ha : β2 ≠ 0 ; there is influence between brand image against process of
purchase decision.
3. Ho : β3 = 0 ; there is no influence between lifestyle against process of
purchase decision.
Ha : β3 ≠ 0 there is influence between lifestyle against process of purchase
decision.
4. Ho : β4 = 0 ; there is no influence between service quality against process
of purchase decision.
Ha : β4 ≠ 0 ; there is influence between services quality against process of
purchase decision.
5. Ho : β1,2,3,4 = 0 ; there is no simultaneously influence between perceived
quality, brand image, lifestyle, and service quality against process of
purchase decision.
47
Ha : β1,2,3,4 ≠ 0 ; there is simultaneously influence between perceived
quality, brand image, lifestyle, and service quality against process of
purchase decision.
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
Respondents in this research is the customer who shop in
Bakoel Koffie Senopati. Research conducted at Bakoel Koffie Senopati,
when the study began on Desember 29, 2016. By providing a
questionnaire to the customer of Bakoel Koffie. As will be discussed is
about how much the Brand Image, Perceived Quality, Lifestyle and
Service Quality influencing Purchase Decision on Customer of Bakoel
Koffie Senopati. As the independent variable in this study was given the
symbol of Brand Image (X1), Perceived Quality (X2), Lifestyle (X3) and
Service Quality (X4). While the dependent variable in this study is Process
of Purchase Decision (Y).
B. Determination Sample Method
1. Population
Population is the generalization region consisting of the objects
or subjects that have certain qualities and characteristics defined by
the researchers to learn and then to be inferred (Sugiono,
2013:115). The population in this study is customer of Bakoel
Koffie Senopati.
48
49
2. Sample
The sample is part of the number and characteristics possessed
by the population, to be investigated and considered to be
representative of the overall population and a smaller number of
populations (Sugiyono, 2013:116).
The sample in this research is the visitors who shop at Bakoel
Kofie Senopati. In this research, researchers used a method of
Purposive sampling. Purposive sampling is the population elements
are purposively selected based on the judgment of the researcher.
The researcher, exercising judgment or expertise, chooses the
elements to be included in the sample, because researcher believe
that they are representative of interest or are otherwise appropriate
(Malhotra 2009: 377).
Due to the number of population is not known for sure to know
the size of the sample that is using a convenience sampling
technique. Based on this, researchers select to filter the existing
questionnaires, if these people are known. For example, used the
sample to estimate the mean value, If used to estimate μ, we can
(1-α)% confident that the error does not exceed a certain value е
when the sample size of n,
Where:
50
Information:
(Riduwan and Kuncoro, 2013:255)
𝑛 = Number of samples
Zα = Size trust level with α = 0,05 (confidence level 95% means
𝑍 1
. 95% = 𝑍. 0,475 Found in table 1,96) 2
𝜎 = Standard deviation
𝑒 = Standart error that can be tolerated (5% = 0,05)
By calculation:
n =
From the calculation results, the samples obtained in the
amount of 96.04 to make it easier then rounded to 100 respondents.
So in this study will use the 100 respondents to the research
sample.
C. Data Collection Technique
Data processing techniques are ways that can be used by researchers to
collect data. In this study, researchers will gather data could be a source of
primary and secondary sources:
51
1. Primary Data
Data used in this study are primary data. Primary data is the
data obtained directly from the first source. Data collection is done
by:
a.Interview method
Interview method is a method of data collection with a question
and answer directly to the respondents to obtain more accurate
data respecting with issues to be discussed.
b.Questionnaire method
Questionnaire method is a method to obtain data that is done by
providing a list of questions that will be filled by respondents
including questions about the variable brand image, perceived
quality, lifestyle and service quality influencing purchase
decision on customer of Bakoel Koffie Senopati.
Questioner is a formalized set of questions to
obtaining information for respondents. It has three specific
objectives (Malhotra, 2009: 330)
Three specific objectives (Malhotra, 2009: 330):
1) The overriding objective is to translate the researcher’s
information needs into a set of specific questions that
respondents are willing and able to answer.
2) A questionnaire should be written to minimize demands
imposed on respondents. It should encourage them to
52
participate in the entire interview, without biasing their
responses.
3) A questionnaire should minimize response error. These
errors can arise from respondents who give inaccurate
answers or from researchers incorrectly recording or
analyzing their answer.
The questionnaire for this research will be filled out by the
respondents and will be include question about the variable brand
image, perceived quality, lifestyle and service quality influencing
purchase decision on customer of Bakoel Koffie senopati. In this
questionnaire there are two parts, which are:
Part I: Concerning the respondent data those are name, gender,
level of education and monthly income.
Part II: On the list of questions that will be filled by the respondent.
This study used a Likert scale measuring agreement and
disagreement of respondents in responses proposed the statement.
Likert scale is a measurement with five response categories ranging
from “strongly disagree” to “strongly agree”, which requires the
respondents to indicate a degree of agreement or disagreement with
each of a series of statements related to the stimulus objects
(Maholtra, 2009:264).
The score of questionnaire assessment figures resulted in this
study is according to the Likert scale described in the methods used
53
Strongly agree 5
Agree 4
Neutral 3
Disagree 2
Strongly disagree 1
to measure attitudes, opinions, and perceptions of a person or
group of persons on a social phenomenon (Sugiyono, 2013:93).
A measurement of each variable in this research using Likert
scale to measure attitudes, opinion and perceptions of individuals
or groups social phenomena (Sugiyono, 2013:94).
By using a Likert scale, the measurement variable is an
indicator variable that will be outlined. Using a Likert scale of five
(5) levels to express the attitude or the respondent’s answer as
follows:
Table 3.1
Likert Scale
Source: (Sugiyono, 2013:133)
2. Secondary Data
A secondary source is a source that does not directly provide
data to data collectors, for example through others or through
documents. Secondary data were generally obtained by the
founders to provide additional information and images for further
processing. Secondary data used in this study was obtained from
books, journals, literature or other writings that are considered
54
related to the problems studied by using written reports or
documentation of previous studies and other information that can
be retrieved through the system online (internet).
In the process of secondary data collection, the researchers
collected data that are related and associated with the research. So
it can support materials to support this research.
D. Methods of Data Analysis
1. Validity Test
Validity test used to measure the validity of the data in the
study. According (Ghozali, 2011:52) validity test is used to
measure the legitimacy of a questionnaire.
Validity test used to measure the validity of a questionnaire.
Testing was conducted using Pearson correlation, guidelines for a
model is said to be valid if the significance level below 0,05 then
the questions can be said to be valid. In addition, the criteria used
in determining whether or not valid questions or statements used in
this study is the 95% confidence level (α = 5%), the number of
respondents as many as 30 respondents to pre-test, and compared
with the value of r table = 0,361 in the can of degree of freedom
(df) = n - 2, in this case n is the number of pre-test sample of 30
respondents. A questionnaire is said to be valid when the value of r
count larger than r table.
Test will test the validity of each variable used in this study. Here
are the results to test the validity of the variable service quality,
55
sales promotion and customer satisfaction with 30 samples of
respondents.
2. Reliability Test
Reliability is a tool to measure a questionnaire which is an
indicator of variables or constructs. A questionnaire said to be
reliable or reliable if someone answers to questions are consistent
or stable over time. SPSS provides the facility to measure the
reliability of the statistical test Cronbach Alpha (α). a construct or
variable said to be reliable if it provides value (α) 0,70 (Ghozali,
2011:47-48).
In other words able to obtain precise data on the variables
studied. Testing of each item used item analysis, the reliability test
is a measure of stability and reliability testing instruments used in
this study using Cronbach's Alpha formula.
3. Normality Test
Normality test aims to test whether the regression model or
residual confounding variables have a normal distribution. Studies
that use a more reliable method to test the data have a normal
distribution or not by looking at the Normal Probability Plot. A
good regression model is to have a normal data distribution or
dissemination of statistical data on a diagonal axis of the graph of a
normal distribution (Ghozali, 2011:160).
There are several ways to detect normality to see the spread of
the data (points) on the diagonal axis of the graph. There are two
56
ways to detect whether residual normal distribution or not is by
analysis of graphs and statistical tests (test Kolmogorov -
Smirnov), with the following explanation (Ghozali, 2011:147).
a. Normality Test in Charts
One of the easiest ways to see the residual normality
is to look at the histogram graph that compares the
distribution of observation data with which to detect the
normal distribution. However, just by looking at the
histogram this can be misleading, especially to the small
sample size. More reliable method is to look at normal
probability plots comparing the cumulative distribution of the
normal distribution. The normal distribution will form a
straight diagonal line and residual plotting the data will be
compared with a diagonal line (Ghozali, 2011:147).
Basis for a decision in the normality test is:
1) If the data is spread around the diagonal line and
follow the direction of the diagonal line, the
regressions meet the assumption of normality.
2) If the data spread of the diagonal line and did not
follow directions or diagonal line, the regression
model did not meet the assumption of normality.
57
b. Normality Test in Statistics
Normality test graphically can be misleading if not
carefully look at it. Therefore it is recommended to complete
normality test graphically statistical normality test (Ghozali,
2011:163).
In addition to seeing the normal curve P-plot, the
normality test can also be performed using the Kolmogorov-
Smirnov test. In Kolmogorov Smirnov test the hypotheses that
apply are:
H0 = Samples derived from data or population v normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
In this test if sig. < 0,05 then the data is not
distributed normally. However, if the value of sig. > 0,05 then
the distributed data is normal (Santoso, 2011:193-196).
4. Multicollinearity Test
Multicollinearity test aims to test whether the regression model
found a correlation between free variables of service quality, sales
promotion, and customer satisfaction. In the regression model is a
good should not happen correlation between independent variables
(Ghozali, 2011:105).
A good regression model should not correlate between
independent variables. If the independent variables are correlated,
58
then these variables are not orthogonal. Orthogonal variable is the
independent variable correlation values between the members of
the independent variables must be equal to zero.
To detect the presence or absence multicollinearity in the
regression model are as follows:
a. The value of R2
generated by an empirical regression model
estimate is very high, but individually many independent
variables were not significantly affecting the dependent
variable.
b. Analyze the correlation matrix of the independent variables.
If there is correlation between the independent variables are
quite high (generally above 0,90), then this is an indication
of multicollinearity. The absence of a high correlation
between the independent variable does not mean free of
multicollinearity. Multicollinearity may be happen due to
the combined effect of two or more independent variables.
c. Multicollinearity can also be seen from: (1) The value of
tolerance and the opponent; (2) Variance Inflation Factor
(VIF). Both these measurements indicate each independent
variable which explained by other independent variable. In
simple terms each independent variable the dependent
variable and regressed against other independent variables.
Tolerance measures the variability of independent variables
was chosen that are not explained by other independent
59
variable. So a low tolerance value equal to the value of a
high VIF (for VIF = 1/Tolerance). Value cutoff commonly
used to indicate the presence multicollinearity is the
tolerance value < 10 or equal to VIF > 10 (Ghazali,
2011:106).
5. Heteroskedasticity
Heteroskedasticity test was conducted to test whether a
regression model occurred inequality residual variance from one
observation to another observation remains, and then called
heteroskedasticity. If the points spread above and below the
number 0 on the Y axis without forming a particular pattern, then
there is no heteroskedasticity (Ghozali, 2011: 139).
A good regression model is that homoskesdaticity or did not
happen heteroskidastity. Most of the data resection containing
situation because this data collect data representing a variety of
sizes (small, medium and large).
There are several ways to detect the presence or absence of
heteroskedasticity. In this study to see Graph Plot between the
predicted values of the dependent variable (dependent) is ZPRED
with residual SRESID. Heteroskedasticity detection of the presence
or absence can be done by looking at whether there is a specific
pattern on a scatterplot graph between SRESID and ZPRED
wherein Y is a Y axis that has been predicted, and the X axis is the
residual (prediction Y - Y in fact) who have in-studentized. With
60
the analysis if there is a specific pattern of regular (wavy, widened
and then narrowed), then identifying been going heteroskedasticity
and if there is no clear pattern, as well as the points spread above
and below the number 0 on the Y axis, then there is no
heteroskedasticity (Ghozali, 2011:139).
6. t- Test (Partial Test)
To determine whether the independent variables partially
(individual) have a significant influence on the dependent variable.
The statistical test T basically shows how far the influence of the
independent variables individually in explaining the variation of
the dependent variable Ghozali, (2011:98).
The t-test was used to test the partial each variable. T test
results can be seen in the table on the column significant
coefficient (significance). If the t value or significance probability
< 0,05, it can be said that there are significant independent variable
on the dependent variable partially.
However, if the probability value or significance t > 0,05, it
can be said that there is no significant effect of each variable on the
dependent variable.
61
t test formula:
to = 𝑏𝑖 𝑆𝑏𝑖
Where:
to = t value
bi = coefision regression
Sbi = standart error
Hypothesis based Significance namely:
a. If the number sig. > 0,05, then Ho is accepted
b. If the number sig. < 0,05, then Ho is rejected
7. F – Test (Simultaneous Test)
This test aims to prove whether the independent variables (X)
simultaneously (together) have an influence on the dependent
variable (Y) (Ghozali, 2011:88).
If F count > F table, then Ho is rejected and Ha accepted,
which means that the independent variable has a significant effect
on the dependent variable using a significant level of 0,05 if the
value of F count > F table then together all independent variables
affect the dependent variable. Additionally, you can also see the
value of probability. If the probability value less than 0,05 (for a
significance level of = 0,05), the independent variables jointly
affect the dependent variable. Meanwhile, if the probability value
62
F =
is greater than 0,05, the independent variables simultaneously has
no effect on the dependent variable.
Formula F test
𝑅2�𝐾 (1−𝑅2) �(𝑛−1−𝑘)
Where:
R2
= multiple correlation coefficient squared
n = number of sample
Then it will be known whether this hypothesis simultaneously
rejected or accepted, while the form of simultaneous hypothesis is:
H0 : β1 = β2 = β3 = β4 = 0 ; perceived quality, brand image,
lifestyle and service quality simultaneously does not affect the
customer loyalty.
H0 : β1 ≠ β2 ≠ β3 ≠ β4 ≠ 0 ; perceived quality, brand image,
lifestyle and service quality simultaneously influence the customer
loyalty.
8. Similarity Multiple Linear Regression
Analysis method in this research is a multiple linear regression
that is used to test perceived quality, brand image, lifestyle and
service quality toward process of purchase decision. The equation
of multiple linear regressions is as follows:
63
Y = a + β1 X1 + β2 X2 + β3 X3 + β4 X4 + e
Where:
Y = Process of Purchase Decision
a = Constanta
e = Error sampling
X1 = Perceived Quality
X2 = Brand Image
X3 = Lifestyle
X4 = Service Quality
β1, β2, β3, β4= Regression coefficient
9. Coefficient of Determination (Adjusted)
The coefficient of determination (Adjusted R²) aims to
determine how much ability of independent variables and the
dependent variable explained to know how big the ability of the
independent variable dependent variable explained viewed through
Adjusted R² for thorough independent variables in this study of
more than two.
In SPSS output, coefficient of determination lies on the table
and writing Summary Model Adjusted R². R² value of 1, means the
influence entirely dependent variable can be explained by the
independent variables and no other factors that lead to influence
dependent variable. The coefficient of determination is between
zero and one. R² small value means the ability of the independent
64
variables in explaining the dependent variable is very limited.
Values close to the mean of independent variables provide almost
all the information needed to predict the variation of the dependent
variable (Ghozali, 2011:97).
E. Variable Operational Research
Based on the core issues and hypotheses research on influence of
perceived quality, brand image, lifestyle and service quality toward
process of purchase decision on Bakoel Koffie Senopati. The variables and
indicators of this research can be seen in the table below:
65
Table 3.2
Operational variable
Varibel Sub
Variable
Indicator
Scale
Perceived
Quality (X1)
(Kotler dan
Keller, 2007:
9)
Performance 1. The most basic indicator and is
associated with the main function of
a product.
Likert
Reliability 1. The consistency of the performance
of the resulting product.
Likert
Feature 1. Characteristics of the basic
functions of the product
Likert
Conformance
Quality
1. The match certain standards or
specifications of the product
Likert
Style 1. emotional aspects in influencing
customer satisfaction
Likert
Brand Image
(X2)
(MahsaHariri
and Hossein
Vazifehdust,
2011)
Functional
Image
1. The product have high quality.
2. The product have better
characteristics than competitor.
3. The product prices are cheaper than
competitor.
Likert
Effective
image
1. The brand is nice.
2. The brand has personality that this
distinguishes itself from competitor.
3. It is a brand that does not
disappoint its customers.
Likert
Reputation 1. It is one of the best brand in the
sector.
2. The brand is very consolidated in
the market.
Likert
Lifestyle (X3)
(Setiadi, 2010:
77)
Activity 1. Hoby
2. Free-time activity
Likert
Interest 1. Love the products offered
2. The products are offered as needed
3. Interest for quality products
Likert
66
Continue Table 3.2
Operational variable
Varibel Sub variable Indicator Scale
Lifestyle (X3)
(Setiadi, 2010:
77)
Opinion
1. The branded products are part of
the lifestyle.
2. The products offered are varied.
3. The price of competing products.
Likert
Service
Quality (X4)
(Lupiyoadi
and Hamdani,
2006)
Tangible
1. Tangible facilities
2. equipment
3. equipment used
4. employee out-look
Likert
Reliability
1. punctuality
2. the same service to all without error
3. sympathic attitude
Likert
Responsivenes
s
1. fast service
2. appropriate services
Likert
Assurance
1. Communication
2. Security
3. Competency
4. Politeness
Likert
Empathy
1. Understanding consumer’s
information
2. understanding customer’s specific
needs
3. have the operating time that is
convenient for the customer
Likert
Process of
Purchase
Decision (Y)
Kotler dan
Keller
(2007: 235-
243)
Determine the
problem
1. The process would need the
product.
Likert
Searching the
information.
1. Sources of family, friends, and
organizations.
Likert
Alternative
evaluation.
1. Beliefs and attitudes.
Likert
67
Continue Table 3.2
Operational variable
Varibel Sub Variable Indicator Scale
Process Of
Purchase
Decision
(Y)
Kotler dan
Keller
(2007: 235-
243)
Alternative
evaluation
1. Beliefs and attitudes Likert
Purchase decision 1. Brand selection
2. Buy the most preferred brand
Likert
Post-purchase
decision
1. Satisfaction experience Likert
CHAPTER IV
RESULT AND ANALYSIS
A. General Overview Research Object
1. History of Bakoel Koffie
The warung was first opened on Jln Hayam Wuruk – West of
Jakarta by our Great Grandfather in early 1870’s. He started his
business as warung nasi (small restaurant that served rice, etc). He
bought his commodity items from ladies that carried them in “bakoel”
(Javanese Traditional basket). One day, the bakoel lady offered him
coffee beans, at a time was only common among the Dutch
community.
He used firewood to roast the beans, brewed and then served
fresh to his customers. Before long, the drink was gaining popularity.
As the coffee business flourished, he decided to close his food
business and concentrate on his coffee business. He opened the first
coffee specialty shop that roasted its own coffee blend. The shop was
called toko penggorengan kopi Tek Sun Ho. He served Jakarta and
the surrounding community. Later, the coffee blend was also
introduced outside Jakarta as many people bought the coffee to give
to their friends and relatives who lived outside the city or abroad.
In 1930, it started to export its first house blend coffee powder
to Netherlands. Later, in 1970’s, it started to export to Japan and
Middle East. His son took over the company in 1929. In 1938, he
68
69
improved the coffee roasting process by designing the roaster using
drum method. He used jeep machine as the engine that rotated the
drum to get an even roasted beans. He used a lady carrying a bakoel
as the logo. Later, he introduced aluminum foil packaging to keep the
product freshness. In 1969, his grandsons continued the business.
In 2001, his great grandchildren continue the family heritage in coffee
making. To pay tribute to the “Bakoel Lady”, the shop is now called
“Bakoel koffie”.
We are the fourth generation of Tek Sun Ho's family. We are
proud to bring you more than 100 years of tradition in roasting,
blending and brewing the freshest coffee in Indonesia. We start the
process by selecting the best available coffee beans from Indonesia
rich archipelago, carefully sorting the diverse beans so that we could
bring out the richest taste by masterfully roasting the beans, and
finally, artfully mixing the coffee to achieve just the right blend and
balance.
2. Vision and Mission Company
a. Vision:
1) To provide knowledge and understanding of the local
Indonesian coffee beans in depth to consumers.
2) Maintaining the heritage of the company's history that has
been going on for downhill.
70
b. Mission: Indonesia became a local coffee bean roaster that
permeates national and international markets.
3. Philosophy of Bakoel Koffie
Bringing the good times to the world coffee lovers a dynamic
and full of fun in the present. Bring consumers into the rich
experience, full and exciting to enjoy a coffee at the time whenever
the inspiration for consumers.
4. Product
Three blends specialty coffee, extracted from the seeds of best
quality coffee from Sumatra, Sulawesi, Timor, Java, and Bali, as well
as processed by the method drum roaster, is Heritage 1969 (bitter but
sweet, with aromas of Arabica powerful and distinctive), Black Mist (
luxurious, powerful, soft almost creamy, best suited for espresso,
black coffee, or Americano), and the Brown Cow (sweet with a bitter
aftertaste sour sting, the most suitable are combined with milk.
71
5. Logo
Figure 4.1
An image above is the logo image Bakoel Koffie, where
logogram depicted a woman who was collect Bakoel Koffie over the
head with traditional dress is packed with black color is between
typeface, and typeface using the font semi-serif brown and
accompanied by an explanation "Freshly Roasted" below logogram
and typeface that forms a semicircle.
Before the questionnaire was distributed to 100 respondents,
the researchers do try out or pre-survey of 30 respondents to give a
questionnaires to test the validity and reliability of the entire
statement. Here are the try out results of validity and reliability test in
the variable brand image, perceived quality, lifestyle, and service
quality and purchase decision.
72
B. Discussion of Questionnaire Result
1. Validity and Reliability Try Out Result
a. Try Out Result of Validity Test
Validity is a measurement that indicates the level of
accuracy of an instrument the size of the concepts studied
(Suharso, 2009:108). In order to obtain primary data researchers
distributing questionnaires to the respondents who visited Bakoel
Koffie Senopati. A valid point statement said if the value of each
item statement or r value is positive and greater than r table. In the
test a try out 20 respondents, the researchers used the formula of
= n – 2, so 20 – 2 = 18 and found to be 0,423 as the value of r
table.
The following result of validity test:
Table 4.1
Try Out Result of Validity Test
Questions Calculated
Value
Table Value Describe
Brand Image (X1)
Brand Image 1 0,645 0,423 Valid
Brand Image 2 0,674 0,423 Valid
Brand Image 3 0,718 0,423 Valid
Brand Image 4 0,691 0,423 Valid
Brand Image 5 0,697 0,423 Valid
Brand Image 6 0,718 0,423 Valid
Brand Image 7 0,717 0,423 Valid
Brand Image 8 0,556 0,423 Valid
73
Perceived Quality (X2)
Perceived Quality 1 0,859 0,423 Valid
Perceived Quality 2 0,859 0,423 Valid
Perceived Quality 3 0,827 0,423 Valid
Perceived Quality 4 0,788 0,423 Valid
Perceived Quality 5 0,667 0,423 Valid
Lifestyle (X3)
Lifestyle 1 0,454 0,423 Valid
Lifestyle 2 0,612 0,423 Valid
Lifestyle 3 0,498 0,423 Valid
Lifestyle 4 0,654 0,423 Valid
Lifestyle 5 0,657 0,423 Valid
Lifestyle 6 0,690 0,423 Valid
Lifestyle 7 0,515 0,423 Valid
Lifestyle 8 0,555 0,423 Valid
Lifestyle 9 0,486 0,423 Valid
Service Quality (X4)
Service Quality 1 0,467 0,423 Valid
Service Quality 2 0,490 0,423 Valid
Service Quality 3 0,659 0,423 Valid
Service Quality 4 0,735 0,423 Valid
Service Quality 5 0,712 0,423 Valid
Service Quality 6 0,714 0,423 Valid
Service Quality 7 0,740 0,423 Valid
Service Quality 8 0,707 0,423 Valid
Service Quality 9 0,611 0,423 Valid
Service Quality 10 0,522 0,423 Valid
74
Service Quality 11 0,659 0,423 Valid
Service Quality 12 0,735 0,423 Valid
Service Quality 13 0,712 0,423 Valid
Service Quality 14 0,714 0,423 Valid
Service Quality 15 0,740 0,423 Valid
Service Quality 16 0,707 0,423 Valid
Process of Purchase Decision (Y)
Process of Purchase Decision 1
0,696 0,423 Valid
Process of Purchase
Decision 2
0,664 0,423 Valid
Process of Purchase
Decision 3
0,645 0,423 Valid
Process of Purchase
Decision 4
0,624 0,423 Valid
Process of Purchase
Decision 5
0,641 0,423 Valid
Source: SPSS primary data have been processed, 2017
Results try out table 4.1 shows that 36 items of questioner
given to the 20 respondents has a value of r value greater than r
table 0,423, which means all items are valid.
b. Try Out Result of Reliability Test
Reliability test is used to test the consistency of the data
within a certain period, namely to determine the extent of
measurement used can be trusted or relied upon. These variables
Cronbach Alpha said its own values > 0,70 which means that the
instrument can be used as a reliable data collection is relatively
75
coefficient measurement results if performed repeated
measurements. Reliability test aims to see consistency (Ghozali,
2011:48).
The following results of reliability test:
Table 4.2
Try Out Result of Reliability Test
Variable Cronbach’s Alpha N of item Information
Brand Image 0,826 8 Reliability
Perceived Quality
0,856 5 Reliability
Lifestyle 0,739 9 Reliability
Service Quality 0,916 16 Reliability
Process Of
Purchase Decision
0,760 5 Reliability
Source: SPSS primary data have been processed, 2017
Based on table 4.3 above all the variables brand image,
perceived quality, lifestyle, service quality and purchase decision has
a Cronbach's Alpha values above 0,70 then all variables expressed
reliable.
2. Descriptive Respondents
Respondents in this research are the customers who visited
Bakoel Koffie Senopati. The number of customers who have been
selected as respondents as many as 100 people with characteristics
based on gender, age, work level, and income. The demographic
characteristics of the respondent’s classification can be described as
follows:
76
Gender Frequency Percentage
Male 69 69%
Female 31 31%
Total 100 100%
a. Respondents by Gender
Table 4.3 Respondents by Gender
Source: SPSS primary data have been processed, 2017
From table 4.3 above it is known that the 100 respondents who
shopped at Bakoel Koffie Senopati consists of 69 people or 69%
are male respondents and 31 or 31% are female respondents.
b. Respondents by Age:
Table 4.4
Respondents by Age
Age Frequency Percentage
< 30 years 71 71%
31-45 years 23 23%
> 45 years 6 6%
Total 100 100%
Source: SPSS primary data have been processed, 2017
From table 4.4 above is known that respondents who shopped
at Bakoel Koffie Senopati consists of 71 people or 71% of
respondents aged < 30 years, 23 people or 23% of respondents
aged 31 - ˂ 45 years and 6 people or 6% of respondents aged > 45.
77
c. Respondents by Working Level
Table 4.5
Respondents by Working Level
Education Frequency Percentage
Collegers 11 11%
Office worker 45 45%
Manager 14 45%
Entrepreneur 17 17%
Civil servant 13 13%
Total 100 100%
Source: SPSS primary data have been processed, 2017
From table 4.5 above it is known that the 100 respondents who
shopped at Bakoel Koffie Senopati consisting of 11 votes, or 11%
of respondents to the level of collegers, 45 votes, or 45% of
respondents with a level of office worker, 14 people or 14% of
respondents with the level of manager, 17 or 17% of respondents
with worker level entrepreneur and 13 people or 13% of
respondents with education level civil servant.
d. Respondent by Income per Month
Table 4.6
Respondent Income per Month
Income per month Frequency Percentage
3-5 million 56 56%
5-7 million 27 27%
> 7 million 17 17%
Total 100 100%
Source: SPSS primary data have been processed, 2017
78
From table 4.6 above it is known that the 100 respondents who
shopped at Bakoel Koffie Senopati, consisting of 56 people or 56% of
respondents income 3-5 million, 27 people or 27% of respondents
income is 5-7 million, 17 people or 17% of respondents income is >7
million.
C. Descriptive Analysis
In order to know the opinion given by 100 respondents in each variable
brand image, perceived quality, lifestyle, service quality and purchase
decision then analyzed descriptions of the results the percentage of
respondents to 44 the following statement question:
1. Descriptive Brand Image (X1)
In studies Brand Image (X1) used 8 point questionnaires to
measure the brand image, namely:
Table 4.7
Bakoel koffie offers high quality products and services
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 7 7%
Agree 54 54%
Strongly Agree 39 39%
Total 100 100%
Source: Primary data Processed 2017
From table 4.7 above explains that 39 or 39 % of
respondents stated strongly agree, 54 or 54 % of respondents
agreed, 7 or 7 % of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0 % of respondents stated strongly
79
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 7 7%
Neutral 6 6%
Agree 45 45%
Strongly Agree 42 42%
Total 100 100%
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 3 3%
Neutral 9 9%
Agree 49 49%
Strongly Agree 39 39%
Total 100 100%
disagree with the statement that Bakoel koffie offers high quality
products and services.
Tabel 4.8
Bakoel koffie has the characteristics (smell, taste, serve) better than other competitors
Source: Primary data Processed 2017
From table 4.8 above explains that 42 or 42 % of
respondents stated strongly agree, 45 or 45% of respondents
agreed, 6 or 6% of respondents expressed a neutral, 7 or 7% of
respondents disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie has the
characteristics (smell, taste, serve) better than other competitors
Tabel 4.9
Bakoel koffie offer cheaper price than the competitors
Source: Primary data Processed 2017
From table 4.9 above explains that 39 or 39% of
respondents stated strongly agree, 49 or 49% of respondents
agreed, 9 or 9% of respondents expressed a neutral, 3 or 3% of
80
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 11 11%
Agree 49 49%
Strongly Agree 40 40%
Total 100 100%
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 10 10%
Agree 54 54%
Strongly Agree 36 36%
Total 100 100%
respondents disagreed and 0 or 0% of respondents stated strongly
disagrees with the statement that Bakoel koffie offer cheaper price
than the competitors.
Tabel 4.10
Bakoel Koffie's Brand well remembered
Source: Primary data Processed 2017
From the table 4.10 above explain that 40 or 40% of
respondents stated strongly agree, 49 or 49% of respondents
agreed, 11 or 11% of respondents expressed a neutral, 0 or 0% of
respondents disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel Koffie's Brand well
remembered.
Tabel 4.11 Bakoel koffie offers different concept than other coffee shop
Source: Primary data Processed 2017
81
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 11 11%
Agree 55 55%
Strongly Agree 32 32%
Total 100 100%
From the table 4.11 above explain that 36 or 36% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 10 or 10% of respondents expressed a neutral, 0 or 0% of
respondents disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie offers different
concept than other coffee shop.
Tabel 4.12
Bakoel koffie give a positive impression on consumers
Source: Primary data Processed 2017
From the table 4.12 above explain that 32 or 32% of
respondents stated strongly agree, 55 or 55% of respondents
agreed, 11 or 11% of respondents expressed a neutral, 2 or 2% of
respondents disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie give a positive
impression on consumers.
82
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 7 7%
Agree 53 53%
Strongly Agree 38 38%
Total 100 100%
Tabel 4.13
Bakoel koffie is one of the best local coffee shop
Source: Primary data Processed 2017
From the table 4.13 above explain that 38 or 38% of
respondents stated strongly agree, 53 or 53% of respondents
agreed, 7 or 7% of respondents expressed a neutral, 2 or 2% of
respondents disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie is one of the best
local coffee shop.
Tabel 4.14
Bakoel koffie already known in society
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 4 4%
Neutral 10 10%
Agree 52 52%
Strongly Agree 34 34%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.14 above explain that 34 or 34% of
respondents stated strongly agree, 52 or 52% of respondents
agreed, 10 or 10% of respondents expressed a neutral, 4 or 4% of
respondents disagreed and 0 or 0% of respondents stated strongly
83
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 15 15%
Agree 51 51%
Strongly Agree 32 32%
Total 100 100%
disagree with the statement that Bakoel koffie already known in
society.
2. Descriptive Perceived Quality (X2)
In studies Perceived Quality (X2) was used 5 of the
questions to measure the quality of perceived namely:
Tabel 4.15 Bakoel koffie is coffee shop that the quality of
the coffee is not in doubt
Source: Primary data Processed 2017
From the table 4.15 above explain that 32 or 32% of
respondents stated strongly agree, 51 or 51% of respondents
agreed, 15 or 15% of respondents expressed a neutral, 2 or 2% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie is coffee shop that
the quality of the coffee is not in doubt.
Tabel 4.16 Bakoel koffie offers serving process of coffee with a
good operational standard
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 15 15%
Agree 51 51%
Strongly Agree 32 32%
Total 100 100%
Source: Primary data Processed 2017
84
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 5 5%
Neutral 15 15%
Agree 49 49%
Strongly Agree 31 31%
Total 100 100%
From the table 4.16 above explain that 32 or 32% of
respondents stated strongly agree, 51 or 51% of respondents
agreed, 15 or 15% of respondents expressed a neutral, 2 or 2% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie offers serving
process of coffee with a good operational standard.
Tabel 4.17 Bakoel koffie offers quality of coffee beans from many regions
Source: Primary data Processed 2017
From the table 4.17 above explain that 31 or 31% of
respondents stated strongly agree, 49 or 49% of respondents
agreed, 15 or 15% of respondents expressed a neutral, 5 or 5% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that discounts that Bakoel koffie offers
quality of coffee beans from many regions.
85
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 19 19%
Agree 51 51%
Strongly Agree 28 28%
Total 100 100%
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 7 7%
Neutral 9 9%
Agree 54 54%
Strongly Agree 30 30%
Total 100 100%
Tabel 4.18 Bakoel koffie providing coffee products according
To the set of quality standard
Source: Primary data Processed 2017
From the table 4.18 above explain that 28 or 28% of
respondents stated strongly agree, 51 or 51% of respondents
agreed, 19 or 19% of respondents expressed a neutral, 2 or 2% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie providing coffee
products according to the set of quality standard.
Tabel 4.19 Bakoel koffie offers unique service concept
Source: Primary data Processed 2017
From the table 4.19 above explain that 30 or 30% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 9 or 9% of respondents expressed a neutral, 7 or 7% of
respondent disagreed and 0 or 0% of respondents stated strongly
86
disagree with the statement that Coupon or stamp that Bakoel
koffie offers unique service concept.
3. Descriptive Lifestyle (X3)
In the study Lifestyle (X3) used 9 of the questions to
measure the lifestyle, namely:
Table 4.20 I Like to drink a cup of coffee
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 1 1%
Agree 59 59%
Strongly Agree 40 40%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.20 above explain that 40 or 40% of
respondents stated strongly agree, 59 or 59% of respondents
agreed, 1 or 1% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I Like to drink a cup of coffee.
Table 4.21 I like to drink a cup of coffee everyday
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 1 1%
Agree 56 56%
Strongly Agree 43 43%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.21 above explain that 43 or 43% of
respondents stated strongly agree, 56 or 56% of respondents
agreed, 1 or 1% of respondents expressed a neutral, 0 or 0% of
87
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 5 5%
Agree 49 49%
Strongly Agree 46 46%
Total 100 100%
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I like to drink a cup of coffee
every day.
Table 4.22 I am often to visit Bakoel koffie just to relax
and spend my time
Source: Primary data Processed 2017
From the table 4.22 above explain that 46 or 46% of
respondents stated strongly agree, 49 or 49% of respondents
agreed, 5 or 5% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I am often to visit Bakoel koffie
just to relax and spend my time.
Table 4.23 I really like the variety of products that offer in
Bakoel koffie
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 1 1%
Agree 49 49%
Strongly Agree 50 50%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.23 above explain that 50 or 50% of
respondents stated strongly agree, 49 or 49% of respondents
88
agreed, 1 or 1% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I really like the variety of products
that offer in Bakoel koffie.
Table 4.24 Products offered in Bakoel koffie are the same
with my needs
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 3 3%
Agree 51 51%
Strongly Agree 46 46%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.24 above explain that 46 or 46% of
respondents stated strongly agree, 51 or 51% of respondents
agreed, 3 or 3% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Products offered in Bakoel koffie
are the same with my needs.
Table 4.25 The quality products in Bakoel koffie attract me
to always visit
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 3 3%
Agree 52 52%
Strongly Agree 45 45%
Total 100 100%
Source: Primary data Processed 2017
89
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 2 2%
Agree 60 60%
Strongly Agree 38 38%
Total 100 100%
From the table 4.25 above explain that 45 or 45% of
respondents stated strongly agree, 52 or 52% of respondents
agreed, 3 or 3% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that The quality products in Bakoel
koffie attract me to always visit.
Table 4.26 Bakoel koffie is part of lifestyle
Source: Primary data Processed 2017
From the table 4.26 above explain that 38 or 38% of
respondents stated strongly agree, 60 or 60% of respondents
agreed, 2 or 2% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie is part of lifestyle.
Table 4.27 Bakoel Koffie offers variety products
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 1 1%
Agree 58 58%
Strongly Agree 41 41%
Total 100 100%
Source: Primary data Processed 2017
90
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 2 2%
Agree 56 56%
Strongly Agree 42 42%
Total 100 100%
From the table 4.27 above explain that 41 or 41% of
respondents stated strongly agree, 58 or 58% of respondents
agreed, 1 or 1% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel Koffie offers variety
products.
Table 4.28 The price of Bakoel Koffie products can be reach
for various sosial class
Source: Primary data Processed 2017
From the table 4.28 above explain that 42 or 42% of
respondents stated strongly agree, 56 or 56% of respondents
agreed, 2 or 2% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that The price of Bakoel Koffie
products can be reach for various sosial class.
4. Descriptive Service Quality (X4)
In a study of Service Quality (X4) are used 16 of the
questions to measure the quality of services, namely:
91
Table 4.29 Bakoel koffie has a clean shop and tidy product
structuring
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 2 2%
Neutral 1 1%
Agree 59 59%
Strongly Agree 38 38%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.29 above explain that 38 or 38% of
respondents stated strongly agree, 59 or 59% of respondents
agreed, 1 or 1% of respondents expressed a neutral, 2 or 2% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie has a clean shop and
tidy product structuring.
Table 4.30 Bakoel koffie using modern, hygiene, and quality
equipment
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 7 7%
Agree 60 60%
Strongly Agree 32 32%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.30 above explain that 32 or 32% of
respondents stated strongly agree, 60 or 60% of respondents
92
agreed, 7 or 7% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie using modern,
hygiene, and quality equipment.
Table 4.31 Bakoel Koffie has full facilities
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 8 8%
Agree 57 57%
Strongly Agree 34 34%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.31 above explain that 34 or 34% of
respondents stated strongly agree, 57 or 57% of respondents
agreed, 8 or 8% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel Koffie has full facilities.
93
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 9 9%
Agree 56 56%
Strongly Agree 35 35%
Total 100 100%
Table 4.32 Employees of Bakoel Koffie use neat and polite uniform
Source: Primary data Processed 2017
From the table 4.32 above explain that 35 or 35% of
respondents stated strongly agree, 56 or 56% of respondents
agreed, 9 or 9% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel Koffie use
neat and polite uniform.
Table 4.33 You get fast service by employees of Bakoel koffie
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 13 13%
Agree 54 54%
Strongly Agree 33 33%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.33 above explain that 33 or 33% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 13 or 13% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
94
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 12 12%
Agree 61 61%
Strongly Agree 26 26%
Total 100 100%
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 7 7%
Agree 62 62%
Strongly Agree 30 30%
Total 100 100%
disagree with the statement that You get fast service by employees
of Bakoel koffie.
Table 4.34 Employees of Bakoel koffie provide the same services in
accordance to standard services
Source: Primary data Processed 2017
From the table 4.34 above explain that 26 or 26% of
respondents stated strongly agree, 61 or 61% of respondents
agreed, 12 or 12% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie
provide the same services in accordance to standard services.
Table 4.35 Employees of Bakoel koffie provide a sympathic service
Source: Primary data Processed 2017
From the table 4.35 above explain that 30 or 30% of
respondents stated strongly agree, 62 or 62% of respondents
agreed, 7 or 7% of respondents expressed a neutral, 1 or 1% of
95
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie
provide a sympathic service.
Table 4.36 Employees of Bakoel koffie give a respond according to
customer needs
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 8 8%
Agree 53 53%
Strongly Agree 38 38%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.36 above explain that 38 or 38% of
respondents stated strongly agree, 53 or 53% of respondents
agreed, 8 or 8% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie give a
respond according to customer needs.
Table 4.37 Employees of Bakoel koffie provide accurate information and
answers as costumer needs related to products and services
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 3 3%
Agree 54 54%
Strongly Agree 42 42%
Total 100 100%
Source: Primary data Processed 2017
96
From the table 4.37 above explain that 42 or 42% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 3 or 3% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie
provide accurate information and answers as costumer needs
related to products and services.
Table 4.38 Employees of Bakoel koffie know about information products
offer
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 2 2%
Agree 58 58%
Strongly Agree 40 40%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.38 above explain that 40 or 40% of
respondents stated strongly agree, 58 or 58% of respondents
agreed, 2 or 2% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie know
about information products offer.
97
Table 4.39 Bakoel koffie provide safe products and secure coffee shop
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 8 8%
Agree 57 57%
Strongly Agree 34 34%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.39 above explain that 34 or 34% of
respondents stated strongly agree, 57 or 57% of respondents
agreed, 8 or 8% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie provide safe
products and secure coffee shop.
Table 4.40 Employee of Bakoel Koffie trained and expert in the products
and services of coffee business
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 9 9%
Agree 56 56%
Strongly Agree 35 35%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.40 above explain that 35 or 35% of
respondents stated strongly agree, 56 or 56% of respondents
agreed, 9 or 9% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
98
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 13 13%
Agree 54 54%
Strongly Agree 33 33%
Total 100 100%
disagree with the statement that Employee of Bakoel Koffie trained
and expert in the products and services of coffee business.
Table 4.41 You get good attention, friendly and polite services in Bakoel
Koffie
Source: Primary data Processed 2017
From the table 4.41 above explain that 33 or 33% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 13 or 13% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that You get good attention, friendly
and polite services in Bakoel Koffie.
Table 4.42 Employees of Bakoel koffie understand the
characteristics of consumers
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 12 12%
Agree 61 61%
Strongly Agree 26 26%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.42 above explain that 26 or 26% of
respondents stated strongly agree, 61 or 61% of respondents
99
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 7 7%
Agree 62 62%
Strongly Agree 30 30%
Total 100 100%
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 8 8%
Agree 53 53%
Strongly Agree 38 38%
Total 100 100%
agreed, 12 or 12% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie
understand the characteristics of consumers.
Table 4.43 Employees of Bakoel koffie understand the
particular needs of consumers
Source: Primary data Processed 2017
From the table 4.43 above explain that 30 or 30% of
respondents stated strongly agree, 62 or 62% of respondents
agreed, 7 or 7% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Employees of Bakoel koffie
understand the particular needs of consumers.
Table 4.44 Bakoel koffie has a consistent operating hours
Source: Primary data Processed 2017
100
From the table 4.44 above explain that 38 or 38% of
respondents stated strongly agree, 53 or 53% of respondents
agreed, 8 or 8% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that Bakoel koffie has a consistent
operating hours.
5. Descriptive Process of Purchase Decision (Y)
In a study of Purchase Decision (Y) are used 5 of the
questions to measure the decision of purchase, namely:
Table 4.45 I visited Bakoel Koffie for the needs
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 9 9%
Agree 52 52%
Strongly Agree 39 39%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.45 above explain that 39 or 39% of
respondents stated strongly agree, 52 or 52% of respondents
agreed, 9 or 9% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I visited Bakoel Koffie for the
needs.
101
Table 4.46 I am looking for information about Bakoel Koffie before deciding to visit there
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 3 3%
Neutral 14 14%
Agree 54 54%
Strongly Agree 29 29%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.46 above explain that 29 or 29% of
respondents stated strongly agree, 54 or 54% of respondents
agreed, 14 or 14% of respondents expressed a neutral, 3 or 3% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I am looking for information about
Bakoel Koffie before deciding to visit there.
Table 4.47 I decided to visit Bakoel Koffie after comparing it with other coffee shop because i believes with the service
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 10 10%
Agree 66 66%
Strongly Agree 24 24%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.47 above explain that 24 or 24% of
respondents stated strongly agree, 66 or 66% of respondents
agreed, 10 or 10% of respondents expressed a neutral, 0 or 0% of
102
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I decided to visit Bakoel Koffie
after comparing it with other coffee shop because i believes with
the service.
Table 4.48 I'm sure with my decision to visit Bakoel Koffie
because their quality products and a comfortable place
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 1 1%
Neutral 14 14%
Agree 47 47%
Strongly Agree 38 38%
Total 100 100%
Source: Primary data Processed 2017
From the table 4.48 above explain that 38 or 38% of
respondents stated strongly agree, 47 or 47% of respondents
agreed, 14 or 14% of respondents expressed a neutral, 1 or 1% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I'm sure with my decision to visit
Bakoel Koffie because their quality products and a comfortable
place.
Table 4.49 I will come back to Bakoel Koffie and recommend it to
others
Answer Frequency Percent
Strongly Disagree 0 0%
Disagree 0 0%
Neutral 14 14%
Agree 53 53%
Strongly Agree 33 33%
Total 100 100%
Source: Primary data Processed 2017
103
From the table 4.49 above explain that 33 or 33% of
respondents stated strongly agree, 53 or 53% of respondents
agreed, 14 or 14% of respondents expressed a neutral, 0 or 0% of
respondent disagreed and 0 or 0% of respondents stated strongly
disagree with the statement that I will come back to Bakoel Koffie
and recommend it to others.
D. Classical Assumption Test Results
1. Data Normality Test Results
Normality test aims to test whether the regression model or
residual confounding variables have a normal distribution. The
regression model was good and decent distribution of the data used
is normal or near normal (Ghozali, 2011:160).
104
Figure 4.1
Normality Test Results in Graph
Source: SPSS output the results of the primary data that have been
processed, 2017
Based on the analysis of data in figure 4.1 above the normal
curve p-plot, it can be concluded that the normal curve p-plots seen
point spread around the diagonal line and distribution is too far or
wide. Means of this curve indicates that the corresponding
regression model assumptions of normality and fit for use.
105
In addition to researchers test chart also complete normality
test with statistical tests. One of the statistical tests that can be used
to test the residual normality is a non-parametric statistical test
Kolmogrov-Smirnov (K-S) (Ghozali, 2011:164).
By hypothesis:
a. Make a hypothesis describing sentence:
H0 = Samples derived from data or population v normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
b. Rule testing
If the probability (sig) > 0,05 then Ho is accepted
If the probability (sig) < 0,05 then Ho is rejected
c. Decision
Normal distribution of data
Table 4.50 Normality Test Results in Statistics
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N Normal Mean
Parameters a,b Std. Deviation
Most Absolute
Extreme Positive
Differences Negative
Kolmogorov-Smirnov Z
Asymp. Sig. (2-tailed)
100 .0000000
1.63210175
.059
.041
-.059
.594
.872
a. Test distribution is Normal.
106
According to the table 4.50 the value of the Kolmogorov -
Smirnov test was 0, 872 so it can be seen that the value
unstandardized residual value Asymp. Sig > 0,05 and this means
that data is distributed normally.
2. Test Results Multicollinearity
Multicollinearity test aims to test whether the regression
model found a correlation between the independent variables.
Good model should not happen correlation between independent
variables and not orthogonal or correlation values between the
members of the independent variables equal to zero. Can also be
seen from the value of tolerance and Variance Inflation Factor
(VIF), tolerance values above magnitude 0.1 and VIF values below
10 indicate that there is no multicollinearity in the independent
variable (Ghozali, 2011:95). VIF test results from the regression
model can be seen in the following table:
107
Tabel 4.51 Test Results Multicollinearity
Coefficientsa
Model
Collinearity Statistics
Tolerance
VIF
(Constant)
PerceivedQuality
BrandImage
LifeStyle
ServiceQuality
.826
1.210
.790
1.267
.737
1.357
.617
1.620
a. Dependent Variable: PPD
Source: SPSS output the results of the primary data that have been processed, 2017
Based on the results of test results table 4.51 Variance
Inflation Factor (VIF) of each independent variable has a VIF < 10
and Tolerance > 0,1 i.e for brand image (X1) of 1,267 and 0,790,
for the variable perceived quality (X2) 1,210 and 0,826, variables
lifestyle (X3) 1,357 and 0,737 and for variables service quality
(X4) 1,620 and 0,617. It can be stated linear regression models are
not multicollinearity between the dependent variable with other
independent variables that can be used in this research.
3. Test Results Heteroskedastity
Heteroskedastisity test aims to test whether the regression
occurred inequality residual variance from one observation to
another. Heteroskedastity shows that variation of the variable is not
the same for all observations. In heteroskedastity errors that occur
108
are not random but show the systematic relationship in accordance
with the amount of one or more variables.
Test heteroskedastity in graph (Scatterplot) detection of the
presence or absence of heteroskedasticity can be done by looking
whether there is a specific pattern on a scatterplot graph between
SREID and ZPREID wherein Y is the Y axis is predictable, and the
X axis is the residual (prediction Y - Y in fact) who have been in
student zed (Ghozali, 2011:125-126).
Based on the results of data processing, the scatterplot
results can be seen in the following figure.
109
Figure 4.2 Heteroskedasticity Test Results in Graph (Scatterplot)
Source: SPSS output the results of the primary data that have been processed, 2017
From the scatterplot graph in the image above can be seen
that the dots randomly spread, and spread on top and below zero on
the Y axis It can be concluded that there is no heteroskedasticity in
regression models (Ghozali, 2011:107).
E. Hypothesis Test Results
Hypothesis testing is used to determine the presence or absence of
influence between the independent variable on the dependent variable,
while the test results are as follows:
110
1. Partial Test Results Significance (t test)
T statistical test indicates how far the influence of the independent
explanatory variables individually or in explaining the variation of the
dependent variable that is used to determine whether or not the effect
of each independent variable on the dependent variable individually
tested at the 0,05 level (Ghozali, 2011: 84)
Hypothesis testing is partially intended to determine whether or not
the partial influence of independent variables on the dependent
variable. Results hypothesis in this test is as follows:
Table 4.52 Partial Test Results Significance (t test)
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
T
Sig.
B
Std. Error
Beta
(Constant)
PQ
BI
LS
SQ
1.134
2.588
.438
.662
.127
.060
.180
2.118
.037
.106
.049
.187
2.148
.034
.167
.071
.211
2.349
.021
.103
.032
.313
3.189
.002
a. Dependent Variable: PPD
Source: SPSS output the results of the primary data that have been processed, 2017
Based on t test results table above to determine the influence of
each independent variable partial (individual) on the dependent
variable is as follows:
111
a. Effect of Variable Brand Image (X1) on Process of Purchase
Decision (Y)
In Table 4.52 t-test, brand image variable (X1) to process of
purchase decision (Y) showed a significant value 0.034 < 0,05,
Because sig. < a, it can be concluded that there is significant
influence between brand image on process of purchase decision
received (Ha accepted and Ho rejected), meaning that partially a
significant influence between brand image on process of purchase
decision.
So the results of the above analysis show that the effect on
the variables of brand image on process of purchase decision
Bakoel Koffie Senopati. This is consistent with previous studies
conducted by Praba Sulistyawati in (2010), entitled The analysis
of influence brand image and product quality toward purchase
decisions on laptop acer brand in Semarang, the results indicate
that the brand image have significant effect on process of
purchase decision.
b. Effect of Variable Perceived Quality (X2) on Process of Purchase
Decision (Y)
In Table 4.52 t-test, the variable perceived quality (X2) on
process of purchase decision (Y) shows significant value 0,037 <
0,05, Because sig. < a, it can be concluded that there is significant
influence between perceived quality to process of purchase
decision received (Ha accepted and Ho rejected), meaning that
112
partially a significant influence between perceived quality to
process of purchase decision. So the results of the above analysis
show that the variable perceived quality effect on process of
purchase decision. This is consistent with previous studies
conducted by Amira Tria Hanin in (2011), entitled " The influence
of brand awareness, perceived quality, brand associations and
brand loyalty toward purchasing decisions.", the results show that
perceived quality have significant effect on process of purchase
decision.
c. Effect of Variable Lifestyle (X3) on Process of Purchase Decision
(Y).
In Table 4.52 t-test, the variable lifestyle (X3) on process of
purchase decision (Y) shows significant value 0,021 < 0,05,
Because sig. < a, it can be concluded that there is significant
influence between lifestyle to process of purchase decision
received (Ha accepted and Ho rejected), meaning that partially a
significant influence between lifestyle on process of purchase
decision.
So the results of the above analysis show that the variable
lifestyle effect on process of purchase decision. This is consistent
with previous studies conducted by Satya Gunawan Yahya in
(2012), entitled " The Influence of Word Of Mouth, Innovation,
Lifestyle and Perceived Quality toward Purchase Decision", the
113
results show that lifestyle have significant effect on process of
purchase decision.
d. Effect of Variable Service Quality (X4) on Process of Purchase
Decision (Y).
In Table 4.52 t-test, the variable service quality (X4) on
process of purchase decision (Y) shows significant value 0,002 <
0,05, Because sig. < a, it can be concluded that there is significant
influence between service quality to process of purchase decision
received (Ha accepted and Ho rejected), meaning that partially a
significant influence between service quality on process of
purchase decision.
So the results of the above analysis show that the variables
affect the service quality on process of purchase decision. This is
consistent with previous research conducted Herry Widagdo in
(2011), entitled " The Analysis of Influence Service Quality and
Promotion toward purchase decision. Study case consumen of PT.
XYZ in Palembang ", the results show that service quality have
significant effect on process of purchase decision.
2. Significance Simultaneous Test Results (Test F)
The statistical test F indicates whether all the independent variables
or smoking are included in the model have influence together on the
dependent variable, or tied. F statistical test used to determine all the
effects of the independent variables are tested at a significant level of
114
0,6 (Ghozali, 2011:158). The result of a simultaneous significant
coefficient can be seen in the following table:
Table 4.53 Simultaneous Significance Test Results (Test F)
ANOVAa
Model
Sum of Squares
df
Mean Square
F
Sig.
Regression
Residual
Total
201.928
4
50.482
18.186 .000b
263.712
95
2.776
465.640
99
a. Dependent Variable: PPD
b. Predictors: (Constant), SQ, PQ, BI, LS
Source: SPSS output the results of the primary data that have been
processed, 2017
F count earned 18,186 with a significance level of 0,000 for a
significance level of less than 0,05, the regression model can be used
for process of purchase decision variable. In other words it can be said
that the variable perceived quality, brand image, lifestyle and service
quality together (simultaneously) significantly affect the variable
process of purchase decision.
F. Results of Multiple Linear Regression Analysis
The analysis technique used in this research is multiple linear
regression analysis. Multiple linear regression analysis was used as
statistical analysis tools for the study was designed to examine the
variables that influence of the independent variable on the dependent
variable in which the variables used in this study is more than one. This
study was followed by testing the model significance and interpretation
of the regression model.
115
Tabel 4.54 Results of Multiple Linear Regression Analysis
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
T
Sig.
B
Std. Error
Beta
(Constant)
PQ
BI
LS
SQ
1.134
2.588
.438
.662
.127
.060
.180
2.118
.037
.106
.049
.187
2.148
.034
.167
.071
.211
2.349
.021
.103
.032
.313
3.189
.002
a. Dependent Variable: PPD
Source: SPSS output the results of the primary data that have been processed, 2017
Based on the results obtained from the regression coefficients
above, it can be made a regression equation as follows:
Y = 1,134 + 0,127X1 + 0,106X2 + 0,167X3 + 0,103X4 + e
Where:
Y = Process of Purchase Decision
X1 = Perceived Quality
X2 = Brand Image
X3 = Lifestyle
X4 = Service Quality
from the table above can be explained that:
116
1. The value of A is positive means that assuming the absence of
independent variables X1 (perceived quality), X2 (brand
image), X3 (lifestyle) and X4 (service quality), then the Y1
(process of purchase decision) will be increased.
2. The coefficient regression of variable X1 (perceived quality) is
positive means that assuming the absence of other independent
variables, if the variable X1 (perceived quality) increased, then
the variable Y (process of purchase decision) will be increased.
3. The coefficient regression of variable X2 (brand image) is
positive means that assuming the absence of other independent
variables, if the variable X2 (perceived quality) increased, then
the variable Y (process of purchase decision) will be increased.
4. The coefficient regression of variable X3 (lifestyle) is positive
means that assuming the absence of other independent
variables, if the variable X3 (lifestyle) increased, then the
variable Y (process of purchase decision) will be increased.
5. The coefficient regression of variable X4 (service quality) is
positive means that assuming the absence of other independent
variables, if the variable X4 (service quality) increased, then
the variable Y (process of purchase decision) will be increased.
To find out among the independent variables were the most
dominant influence on the dependent variable can be seen from the
beta coefficient respectively. Beta coefficient is the value of
117
standardized regression coefficients and useful to compare which of
the independent variables on the dependent variable dominant.
From the table it can be seen beta coefficient for each of the
independent variables are:
1. Beta coefficient value of X1 (perceived quality) is 0.180.
2. Beta coefficient value of X2 (brand image) is 0,187.
3. Beta coefficient value of X3 (lifestyle) is 0,211.
4. Beta coefficient value of X4 (service quality) is 0,313.
It can be concluded that among the independent variables in this
research have dominant influence is service quality with the value
0.313 or equal to 31.3%.
G. Coefficient of Determination Test Results (Adjusted R²)
The coefficient of determination (Adjusted R²) aims to measure
how far the ability of independent variables (brand image, perceived
quality, lifestyle, service quality) in explaining the variation of the
dependent variable (process of purchase decision). The coefficient of
determination is between zero and one. A value close to the mean is the
independent variables provide almost all the information needed to
predict the dependent variable (Ghozali, 2011: 97).
118
Tabel 4.55
Coefficient of Determination Test Results (Adjusted R²)
Model Summary
Model
R
R Square Adjusted R
Square
Std. Error of the
Estimate
1 .659a
.434
.410
1.66611
a. Predictors: (Constant), SQ, PQ, BI, LS
Source: SPSS output the results of the primary data that have been
processed, 2017
From the table above is known coefficient Adjusted R² of 0,410.
This result means that the independent variable perceived quality, brand
image, lifestyle and service quality at 0,410 against the dependent
variable is process of purchase decision, while the remaining 59% (100%
- 41%) is explained by other variables not included in this models.
CHAPTER V
CONCLUSION AND IMPLICATION
A. Conclusions
Based on the results of analysis and discussion in the previous chapter
then obtained regarding to conclusions, Analysis of perceived quality,
brand image, lifestyle, and service quality toward purchase decision.
These conclusions include:
1. There is significant influence between perceived quality and process
of purchase decision on Bakoel Koffie Senopati.
2. There is significant influence between brand image and process of
purchase decision on Bakoel Koffie Senopati.
3. There is significant influence between lifestyle and process of
purchase decision on Bakoel Koffie Senopati.
4. There is significant influence between service quality and process of
purchase decision on Bakoel Koffie Senopati.
5. There are significant influence between perceived quality, brand
image, lifestyle, and service quality to process of purchase decision
on Bakoel Koffie Senopati.
119
120
B. Implication
Based on the conclusions obtained in the research, then there are
various suggestions put forward by the researchers based on the results of
the study as follows:
1. For Bakoel Koffie in Senopati, Jakarta,
a) Continual improvement of the perceived quality is recommended
because there still exists respondents who answered neutral and disagree
and the highest in the question of Bakoel koffie providing coffee
products according to the set of quality standard. And improvements
suggested is Coffee presentation performed by employees of Bakoel
Koffie should authentication with the quality standards of Bakoel
Koffie.
b) Continuous improvement of brand image is recommended because there
still exists respondents who answered neutral and disagree and the
highest in the question of Bakoel koffie already known in society. And
the improvement suggested is Bakoel Koffie have to improve their
image in society by using marketing strategy.
c) Continuous improvement of lifestyle is recommended because there still
exists respondents who answered neutral and disagree and the highest in
the question of I am often to visit Bakoel koffie just to relax and spend
my time. And improvement suggested is Bakoel Koffie have to improve
lifestyle factors to increase the interest of visitors to come and spend
their free time.
121
d) Continuous improvement of service quality is recommended because
there still exists respondents who answered neutral and disagree and the
highest in 4 questions, that are: 1) You get the fast service by employees
of Bakoel koffie 2) Employees of Bakoel koffie provide the same
services in accordance to standard services 3) You get good attention,
friendly and polite services in Bakoel Koffie 4) Employees of Bakoel
koffie understand the characteristics of consumers. And the
improvement suggested are (1) quick service by the employees are
needed (2) The consistency of standard service by the employees are
needed (3) the employee should give the best service skill to the
customer (4) the employee should have open mind and perspective to
communicate with the customer.
e) Continuous improvement of process of purchase decision is
recommended because there still exists respondents who answered
neutral and disagree and the highest in the questions of I am looking for
information about Bakoel Koffie before deciding to visit there. And
improvement suggested is Bakoel Koffie should give more information
trough the social media and others to create customer desire to visit.
2. For further research, assessment needs to be done in a way to develop
research variables with the larger sample and population. This assessment
is expected to find new things that could be beneficial to the science
development, especially in the field of marketing.
122
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http://www.bakoelkoffie.com
Lampiran 1
KUESIONER PENELITIAN
Kepada Yth:
Para Responden
Hal: Surat Permohonan Menjadi Responden
Saya pengirim kuesioner ini:
Nama : Aditya Yuda Pradipta
NIM : 1110081100013
Status : Mahasiswa Program Studi Manajemen Pemasaran Univ. Islam
Negeri Syarif Hidayatullah Jakarta.
Alamat : Jl. Bangka Barat IV No.12a Pela Mampang, Jakarta Selatan. DKI
Jakarta
Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S I) Universitas Islam
Negri Syarif Hidayatullah Jakarta, saya memerlukan informasi untuk mendukung
penelitian yang sedang saya lakukan.
Saya mohon partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar umtuk memberikan informasi
melalui kuesioner ini. Semua informasi yang diperoleh dari kuesioner ini hanya akan
digunakan untuk kepentingan penelitian ini.
Partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar merupakan kunci keberhasilan penelitian
ilmiah ini. Atas perhatian dan kesedian Bapak/ Ibu, Mahasiswa/ Pelajar meluangkan
waktu untuk mengisi dan mengembalikan kuesioner ini, saya ucapkan terimakasih
banyak.
DATA RESPONDEN
PETUNJUK : untuk pertanyaan pilihan ganda isi dengan menyilang a,b atau c
Nama (boleh tidak di isi) :
Jenis kelamin : a. Pria b. Wanita
Alamat rumah :
Usia : a. <30 th b. 31-45 th c. >45
Pekerjaan :
Penghasilan : a. 3-5 juta b. 5-7 juta c. >7 juta
PETUNJUK
Dalam Kuesioner ini, Anda diminta untuk memberi penilaian terhadap sejumlah
pernyataan di bawah ini dengan memberi tanda silang (X) pada kolom yang tersedia
di setiap nomor. Berikanlah penilaian Anda pada setiap pernyataan, yaitu sejauh
mana Anda setuju dengan pernyataan tersebut – dengan pedoman sebagai
berikut:
A. Pertanyaan Pendahuluan
1. Apakah Anda pernah berkunjung ke Bakoel Koffie ?
a. Jika Ya, lanjutkan ke pertanyaan berikutnya.
b. Jika Tidak, stop disini. Terima kasih
B. Pertanyaan Inti
Berikan pendapat Anda dengan memberikan tanda Silang (X) pada salah satu
kolom peryataan yang telah disediakan dengan memilih:
STS = Untuk menyatakan Sangat Tidak Setuju
TS = Untuk menyatakan Tidak Setuju
R = Untuk menyatakan Ragu
S = Untuk menyatakan Setuju
SS = Untuk menyatakan Sangat Setuju
Contoh:
Pernyataan STS TS N S SS
Saya menyukai hal-hal yang baru X
Jawaban tersebut berarti anda sangat setuju pada hal-hal yang baru.
Jika anda ingin mengubah jawaban anda, silahkan mengoreksi jawaban anda
dengan mencoret jawaban salah dan memberikan tanda silang pada jawaban yang
benar
Beri tanda (x) pada pilihan tanggapan pernyataan yang sesuai dengan anda.
Keterangan:
1. Persepsi Kualitas (X1)
No Pernyataan STS TS N S SS
1 Bakoel Koffie adalah coffe shop yang kualitas
kopinya sudah tidak diragukan lagi
2 Bakoel Koffie menawarkan proses penyajian
kopi dengan standar operasional yang baik
3 Bakoel Koffie menawarkan biji kopi
berkualitas dari berbagai daerah
4 Bakoel Koffie menyediakan produk kopi
sesuai standar kualitas yang ditetapkan
5 Bakoel Koffie menawarkan konsep pelayanan
yang unik
2. Citra Merek (X2)
No Pernyataan STS TS N S SS
1 Bakoel Koffie menawarkan produk dan
layanan yang berkualitas tinggi
2 Bakoel Koffie mempunyai karakteristik
(aroma, rasa, penyajian) yang lebih baik
dibandingkan dengan produk kompetitornya
3 Bakoel Koffie menawarkan harga yang murah
dibandingkan dengan pesaingnya
4 Merk Bakoel Koffie mudah diingat dengan
baik
5 Bakoel Koffie menawarkan konsep tempat
yang berbeda dari coffee shop lainnya
6 Bakoel Koffie memberikan kesan positif pada
konsumen
7 Bakoel Koffie merupakan salah satu coffee
shop lokal terbaik
8 Bakoel Koffie sudah dikenal banyak orang
3. Gaya Hidup (X3)
No Pernyataan STS TS N S SS
1 Anda suka minum kopi
2 Anda suka minum kopi setiap hari
3 Saya sering berkunjung ke Bakoel Koffie
untuk bersantai dan menghabiskan waktu
luang saya
4 Saya sangat menyukai aneka produk yang di
tawarkan di Bakoel Koffie
5 Produk yang ditawarkan di Bakoel Koffie
sesuai dengan kebutuhan saya
6 Produk di Bakoel Koffie berkualitas sehingga
menarik minat saya untuk selalu berkunjung
7 Bakoel Koffie merupakan bagian dari gaya
hidup anda
8 Produk yang ditawarkan di Bakoel Koffie
sangat beragam
9 Harga produk di Bakoel Koffie terjangkau
untuk berbagai kalangan
4. Kualitas Pelayanan (X4)
No Keputusan Pembelian STS TS N S SS
1 Bakoel Koffie memiliki kedai yang bersih
dan penataan produk rapi
2 Bakoel Koffie menggunakan peralatan yang
modern, higienis, dan berkualitas
3 Fasilitas yang di berikan Bakoel Koffie
lengkap
4 Pegawai Bakoel Koffie mengenakan seragam
yang rapi
5 Anda mendapatkan pelayanan yang cepat
oleh pegawai bakoel koffie
6 Pegawai Bakoel Koffie memberikan
pelayanan yang sama sesuai dengan standar
pelayanan
7 Pegawai Bakoel Koffie memberikan
pelayanan yang simpatik
8 Pegawai Bakoel Koffie merespon sesuai
kebutuhan konsumen
9 Pegawai Bakoel Koffie memberikan
informasi yang akurat dan jawaban yang tepat
dan sesuai kebutuhan anda terkait produk dan
pelayanan
10 Pegawai Bakoel Koffie mengetahui informasi
produk yang ditawarkan
11 Bakoel Koffie memberikan keamanan produk
dan tempat coffee shopnya.
12 Pegawai Bakoel Koffie terlatih dan ahli dalam
produk dan pelayanan minuman kopi
13 Anda mendapatkan perhatian dan layanan
yang baik, ramah, dan sopan ketika berada di
kedai Bakoel Koffie
14 Pegawai Bakoel Koffie memahami
karakteristik konsumennya
15 Pegawai Bakoel Koffie memahami kebutuhan
khusus konsumennya
16 Bakoel koffie menetapkan jam operasional
yang konsisten
5. Proses Keputusan Pembelian (Y1)
No Pembelian Ulang STS TS N S SS
1 Saya berkunjung ke Bakoel Koffie karena
adanya kebutuhan
2 Saya mendapatkan informasi tentang Bakoel
Koffie sebelum memutuskan untuk
berkunjung kesana
3 Saya memutuskan berkunjung Ke Bakoel
Koffie setelah membandingkannya dengan
coffee shop yang lain karena percaya dengan
pelayanannya
4 Saya yakin akan keputusan saya berkunjung
ke Bakoel Koffie karena produknya lebih
berkualitas dan tempatnya yang nyaman
5 Saya akan berkunjung kembali ke Bakoel
Koffie dan merekomendasikannya kepada
orang lain
Lampiran 2
Variable Perceived Quality
4 4 4 4 4
3 3 3 4 5
5 5 5 5 5
4 4 3 4 4
4 4 5 5 2
4 4 4 4 4
3 3 4 4 3
3 3 4 3 4
5 5 4 4 4
3 3 2 3 4
4 4 4 4 4
4 4 4 5 5
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
4 4 4 4 5
5 5 5 5 5
4 4 3 3 4
4 4 4 4 4
5 5 5 3 4
4 4 4 4 4
4 4 4 4 4
4 4 4 4 4
5 5 3 3 4
4 4 4 4 4
4 4 4 4 4
5 5 5 5 5
4 4 5 5 4
4 4 4 4 4
5 5 5 5 5
4 4 4 4 4
3 3 3 4 5
4 4 4 4 4
4 4 3 4 4
4 4 5 5 2
4 4 3 4 3
3 3 4 4 3
3 3 4 3 2
5 5 2 3 2
3 3 3 4 4
4 4 4 4 4
4 4 4 5 5
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
4 4 4 4 5
5 5 5 5 5
4 4 3 3 4
4 4 4 4 4
5 5 5 3 4
4 4 4 4 4
4 4 4 4 4
4 4 4 4 4
5 5 3 3 4
4 4 4 4 4
4 4 4 4 4
2 2 2 3 3
4 4 5 5 2
4 4 4 4 4
5 5 5 5 5
4 4 4 4 4
4 4 4 4 4
4 4 5 4 5
5 5 5 5 5
5 5 5 3 2
5 5 4 4 4
3 3 2 3 2
3 3 4 4 4
4 4 4 4 4
4 4 4 4 4
4 4 5 5 5
5 5 4 4 4
5 5 5 5 5
5 5 4 4 4
5 5 5 3 4
4 4 4 3 3
4 4 5 5 4
4 4 4 4 4
4 4 4 4 4
4 4 4 4 4
4 4 5 5 4
2 2 2 2 3
3 3 3 3 4
3 3 3 2 3
3 3 4 4 5
5 5 5 5 5
5 5 5 5 5
5 5 4 5 5
4 4 4 4 4
4 4 4 4 4
3 3 3 3 5
3 3 4 4 3
5 5 5 5 5
5 5 5 5 5
5 5 4 4 5
5 5 5 4 4
4 4 4 4 4
4 4 3 3 4
4 4 4 4 4
4 4 3 3 3
Variable Brand Image
5 5 5 5 5 5 5 5
3 2 3 3 4 3 3 4
4 4 4 4 4 4 4 4
4 4 4 3 4 4 4 3
4 4 4 3 3 3 4 5
5 5 5 5 3 3 5 5
3 3 4 4 3 3 4 4
4 4 4 4 4 4 4 4
5 5 5 3 4 4 5 5
3 4 3 4 3 2 2 4
4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
5 5 5 4 4 4 5 5
5 5 5 5 5 5 5 5
4 4 4 5 5 4 4 4
4 4 4 4 4 4 4 4
5 5 4 5 4 4 5 5
4 4 4 4 4 4 4 4
4 4 5 5 5 5 4 3
4 4 4 4 4 4 4 4
5 5 4 4 5 5 5 4
5 4 5 5 4 4 3 3
3 2 4 4 4 3 4 4
5 5 5 5 4 4 4 4
4 4 4 5 5 5 4 4
4 4 4 5 4 4 4 4
5 5 5 5 5 5 5 5
5 5 4 4 5 5 5 5
4 2 3 3 4 3 3 4
4 4 4 4 4 4 4 4
4 4 4 3 4 4 4 3
4 2 4 3 3 3 4 5
3 2 4 3 3 3 4 2
3 3 4 4 3 3 4 4
4 4 4 4 4 4 4 4
5 5 5 3 4 4 5 5
3 4 3 4 3 2 2 4
4 4 4 5 4 4 4 4
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4
4 5 5 4 4 4 4 4
4 4 4 4 4 4 4 4
5 5 5 5 5 4 4 4
5 5 5 5 5 5 5 5
5 5 5 5 5 4 4 4
4 4 4 4 4 4 4 4
5 5 5 5 5 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 5 5 5
4 2 4 4 4 4 4 4
4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 3
5 4 4 4 4 4 4 5
4 4 4 5 5 5 5 4
5 5 5 5 5 5 5 5
4 5 5 5 5 3 4 4
4 4 4 4 4 5 5 5
4 5 5 5 4 4 4 5
5 5 4 4 4 4 5 5
4 3 5 5 5 5 5 5
5 5 4 4 4 4 5 5
4 5 5 5 5 4 4 4
5 4 4 4 4 5 5 3
4 4 4 5 5 4 4 4
4 4 5 5 5 5 5 5
4 5 5 5 5 5 5 5
5 5 5 4 4 4 4 4
4 4 5 5 5 5 5 5
5 5 4 4 4 4 4 4
5 5 5 4 4 4 4 5
5 5 5 5 5 5 4 4
4 4 4 4 4 4 5 5
4 4 4 4 5 5 5 5
5 2 5 4 5 5 5 5
4 4 5 5 5 5 5 5
5 5 5 5 5 4 4 4
4 5 5 5 4 4 4 4
4 4 5 5 5 5 5 4
4 4 4 4 4 4 5 5
4 5 5 5 5 5 4 4
5 5 5 5 4 4 4 4
4 2 3 3 4 4 3 4
4 3 5 5 5 5 5 5
5 4 3 5 5 4 4 3
5 5 3 5 5 4 5 3
4 5 2 4 4 5 5 2
4 5 4 4 4 5 5 4
5 3 2 4 4 5 3 2
5 3 4 4 4 5 3 4
5 4 3 4 4 4 4 3
4 4 2 4 5 4 4 2
5 5 3 4 3 4 5 3
4 5 4 4 3 4 5 4
4 4 4 3 4 3 3 4
Variable Lifestyle
5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 4 5
5 5 4 4 4 4 5 5 5
4 5 5 5 5 5 5 5 4
4 4 4 4 4 4 4 4 4
5 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 4
4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 3 4 4
5 5 5 5 5 5 5 5 5
4 4 4 4 3 3 4 4 4
4 4 4 4 4 4 4 4 4
5 4 5 5 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 4 4 4
4 4 5 4 4 5 4 5 4
5 5 3 5 5 5 4 4 4
4 4 4 5 5 4 4 5 4
4 4 4 4 4 4 5 5 4
4 4 4 4 4 4 4 4 4
4 4 3 4 3 4 4 5 5
4 4 4 4 4 4 5 4 4
4 4 4 4 4 4 4 4 4
4 4 5 5 4 4 4 4 5
5 5 4 4 4 4 4 4 5
4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5
4 4 4 4 4 5 5 3 4
4 4 4 4 4 4 4 4 4
4 4 5 4 4 5 5 4 5
5 4 4 4 4 4 4 5 4
4 5 5 5 4 4 5 4 5
5 3 4 4 4 4 4 4 4
3 4 4 4 4 4 4 4 4
5 5 3 3 3 5 5 5 5
4 4 4 4 5 3 5 4 4
4 4 4 4 4 4 4 4 4
4 5 5 4 4 4 4 4 5
5 5 5 4 5 5 4 5 5
4 4 4 4 4 4 4 4 4
4 4 4 5 5 5 4 4 4
5 5 5 5 5 5 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 4 4 4
4 4 5 4 5 5 4 4 4
5 5 5 5 5 5 4 4 4
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 5 5 5
5 4 4 4 4 4 5 4 4
4 5 5 5 4 4 4 4 5
5 5 5 5 4 4 4 4 3
5 5 4 4 4 4 4 4 5
4 4 4 4 5 5 5 5 4
5 5 5 5 5 5 5 5 5
4 4 5 5 5 5 3 4 4
4 4 4 5 5 5 5 5 5
4 4 5 5 5 4 4 4 5
5 5 5 4 4 4 4 5 5
4 4 3 5 5 5 5 5 5
5 5 5 4 4 4 4 5 5
4 4 5 5 5 5 4 4 4
5 5 4 4 4 4 5 5 3
4 4 4 4 5 5 4 4 4
4 4 4 5 5 5 5 5 5
4 4 5 5 5 5 5 5 5
5 5 5 5 4 4 4 4 4
4 4 4 5 5 5 5 5 5
5 5 5 4 4 4 4 4 4
5 5 5 5 4 4 4 4 5
4 5 5 5 5 5 5 4 5
4 4 4 4 4 4 4 4 5
4 5 5 4 4 5 5 5 5
4 4 5 5 4 4 4 4 4
4 4 4 5 5 5 5 5 5
5 5 5 5 5 5 4 4 4
4 4 4 4 4 3 4 4 4
4 4 4 5 5 5 5 5 4
4 4 4 4 4 4 4 5 5
4 4 5 5 5 5 5 4 4
5 5 5 5 5 4 4 4 4
4 4 4 5 5 4 4 5 5
4 4 3 5 5 5 5 5 5
5 5 5 5 5 4 4 4 4
4 4 5 5 5 5 5 4 4
4 4 4 5 5 5 4 4 4
4 5 4 5 4 5 5 5 5
5 5 5 4 4 4 4 5 5
5 5 5 5 5 4 4 4 4
5 5 4 4 4 4 4 5 5
4 4 4 5 5 5 5 5 4
4 4 4 5 5 5 5 5 5
4 5 4 4 4 5 5 5 5
4 4 5 5 5 4 4 4 4
5 5 4 5 5 5 4 5 4
Variable Service Quality
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 3 3 3 3 4 4 4 4 4 3 3 3 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 3 3 3 4 4 4 4 4 3 3 3 4
4 3 4 4 4 4 4 3 3 4 4 4 4 4 4 3
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 3 3 3 4 4 4 4 4 3 3 3 4 4 4
4 4 4 4 4 4 4 4 5 5 4 4 4 4 4 4
5 5 5 5 4 4 5 5 5 5 5 5 4 4 5 5
5 5 4 5 4 5 5 5 5 4 4 5 4 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 5 5 5 4 4 4 4 4 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 4 4 5 5 4 4 4 5 4 4 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 5 5 5 5 4 4 4 4 5
5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 4 4 4 4 5 5 5 5 4 4
4 4 5 5 5 4 5 4 4 4 5 5 5 4 5 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 3 4 4 4 4 5 5 5 5 4 4 4 4 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 4 4 4 5 5 5 5 5 4
5 5 5 5 5 4 4 5 5 5 5 5 5 4 4 5
5 4 5 5 5 4 4 4 5 4 5 5 5 4 4 4
4 4 4 4 3 3 3 3 5 5 4 4 3 3 3 3
4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 4
5 5 5 5 4 4 5 5 5 5 5 5 4 4 5 5
2 4 4 4 4 2 2 2 2 4 4 4 4 2 2 2
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 5 5 5 4 4 4 4 4 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 4 4 5 5 4 4 4 5 4 4 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 5 5 4 4 4 4 4 5 5 5 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 5 5 5 5 4 4 4 4 5
2 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 3 3 3 3 5 5 5 5 3 3 3 3 5 5
4 4 5 5 5 4 5 4 4 4 5 5 5 4 5 4
5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 4 4 3 4 4 4 5 5 4 4 3 4 4 4
5 5 5 4 4 3 4 3 4 4 5 4 4 3 4 3
4 4 4 5 4 4 4 4 5 5 4 5 4 4 4 4
4 4 4 5 5 5 4 4 5 5 4 5 5 5 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 5 5 5 4 4 4 5 4 4 5 5 4 4 4 5
4 4 4 4 5 4 4 5 5 5 4 4 5 4 4 5
5 5 3 3 4 4 4 4 5 5 3 3 4 4 4 4
4 4 4 4 3 3 4 5 5 4 4 4 3 3 4 5
5 5 5 5 4 4 4 4 4 4 5 5 4 4 4 4
5 3 5 4 5 3 4 3 4 4 5 4 5 3 4 3
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 4 4 4 4 4 5 5 5 4 4 4 4 4
4 4 4 4 5 5 5 5 5 5 4 4 5 5 5 5
4 4 5 5 5 4 4 4 4 4 5 5 5 4 4 4
5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 5 5 3 5 3 4 4 5 5 5 3 5 3 4 4
5 5 4 5 3 4 4 3 4 5 4 5 3 4 4 3
4 4 5 4 5 3 3 5 5 5 5 4 5 3 3 5
5 5 3 3 4 4 3 4 4 4 3 3 4 4 3 4
4 3 4 3 3 4 4 4 5 5 4 3 3 4 4 4
4 3 4 4 3 5 5 5 4 4 4 4 3 5 5 5
5 5 4 4 4 3 3 4 4 4 4 4 4 3 3 4
4 4 4 3 3 4 4 3 4 4 4 3 3 4 4 3
5 4 4 3 3 4 4 3 4 4 4 3 3 4 4 3
4 4 4 4 5 5 5 4 3 3 4 4 5 5 5 4
4 4 4 5 4 4 4 5 5 5 4 5 4 4 4 5
5 5 5 5 5 5 4 4 4 4 5 5 5 5 4 4
4 4 4 4 5 5 5 5 5 5 4 4 5 5 5 5
5 4 4 4 4 5 5 5 4 4 4 4 4 5 5 5
4 4 3 4 5 3 5 5 4 4 3 4 5 3 5 5
5 2 5 4 4 4 3 3 4 5 5 4 4 4 3 3
4 5 5 5 5 5 4 4 4 4 5 5 5 5 4 4
4 4 4 4 5 5 5 5 5 5 4 4 5 5 5 5
4 3 4 4 3 4 4 5 5 4 4 4 3 4 4 5
5 5 4 4 4 3 4 5 5 5 4 4 4 3 4 5
3 4 3 4 4 4 4 4 4 4 3 4 4 4 4 4
5 5 2 5 4 4 4 4 4 4 2 5 4 4 4 4
5 4 3 4 4 4 3 4 4 4 3 4 4 4 3 4
4 5 4 4 4 3 4 4 4 4 4 4 4 3 4 4
Variable Purchase Decision
5 5 5 5 5
3 3 3 3 4
4 4 4 4 4
4 4 4 3 3
4 4 4 3 3
5 5 5 5 5
3 3 4 4 4
4 4 4 4 4
4 4 4 3 4
3 4 3 4 3
4 4 4 4 4
5 4 5 4 4
5 5 5 5 5
4 4 4 4 4
4 4 4 4 4
5 5 5 4 4
5 5 5 5 5
4 4 4 5 5
4 4 4 4 4
5 5 4 5 5
4 4 4 4 4
4 4 5 5 4
4 4 4 5 4
3 4 3 4 4
4 4 4 4 3
4 4 4 4 4
4 5 5 5 4
4 4 4 5 5
4 4 4 3 4
5 5 5 5 5
5 5 4 4 5
4 5 4 4 4
4 3 3 4 3
5 5 4 5 4
4 4 4 3 4
5 4 4 5 5
3 3 4 4 4
4 3 3 4 3
5 5 5 3 3
4 4 4 4 4
4 4 4 5 4
4 5 5 4 4
5 5 5 5 4
4 4 4 4 4
3 4 5 4 4
5 5 5 4 4
5 5 5 5 5
5 4 4 5 5
4 4 5 4 5
5 5 4 5 5
4 4 4 4 4
4 4 5 5 4
5 4 4 5 4
5 5 4 5 4
5 4 5 5 5
5 5 4 4 5
3 3 4 3 3
4 4 4 5 5
4 4 4 5 5
5 5 5 5 5
4 4 4 5 4
5 5 5 4 3
5 5 4 5 4
4 4 4 4 5
4 5 4 4 5
5 5 4 4 4
4 4 4 2 4
4 4 4 5 4
4 4 3 4 5
5 5 5 4 5
5 4 3 5 5
4 5 4 4 4
5 4 4 4 4
5 4 4 5 5
4 4 4 5 4
4 4 4 4 4
4 3 4 4 3
4 5 4 3 4
4 5 4 3 5
5 5 4 3 5
4 4 4 4 5
5 3 4 4 5
5 3 4 4 3
4 4 3 4 3
4 4 3 3 3
4 4 3 5 4
5 4 4 4 4
5 3 4 5 3
4 4 4 5 4
4 4 5 5 4
4 3 5 5 4
5 3 5 5 4
5 2 4 4 5
5 4 4 4 5
3 2 4 4 5
3 4 4 4 5
4 3 4 4 4
4 2 4 5 4
5 3 4 3 4
5 4 4 3 4
Lampiran 3
Variable Perceived Quality (X1)
Correlations
PQ1
PQ2
PQ3
PQ4
PQ5
PQTOT
Pearson Correlation
PQ1 Sig. (2-tailed)
N
Pearson Correlation
PQ2 Sig. (2-tailed)
N
Pearson Correlation
PQ3 Sig. (2-tailed)
N
Pearson Correlation
PQ4 Sig. (2-tailed)
N
Pearson Correlation
PQ5 Sig. (2-tailed)
N
Pearson Correlation
PQTOT Sig. (2-tailed)
N
1
1.000**
.612**
.469**
.388**
.859**
.000
.000
.000
.000
.000
100
1.000**
.000
100
.612**
.000
100
.469**
.000
100
.388**
.000
100
.859**
100
1
100
.612**
.000
100
.469**
.000
100
.388**
.000
100
.859**
100
.612**
.000
100
1
100
.712**
.000
100
.357**
.000
100
.827**
100
.469**
.000
100
.712**
.000
100
1
100
.491**
.000
100
.788**
100
.388**
.000
100
.357**
.000
100
.491**
.000
100
1
100
.667**
100
.859**
.000
100
.827**
.000
100
.788**
.000
100
.667**
.000
100
1
.000
.000
.000
.000
.000
100
100
100
100
100
100
**. Correlation is significant at the 0.01 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
.856
5
Variable Brand Image (X2)
Correlations
BI1
BI2
BI3
BI4
BI5
BI6
BI7
BI8
BITOT
Pearso
n
Correl
ation BI1
Sig.
(2-
tailed)
N
Pearso
n
Correl
ation BI2
Sig.
(2-
tailed)
N
Pearso
n
Correl
ation BI3
Sig.
(2-
tailed)
N
Pearso
n BI4
Correl
ation
1
.557**
.325**
.300**
.365**
.447**
.380**
.174
.645**
.000
.001
.002
.000
.000
.000
.084
.000
100
.557**
.000
100
.325**
.001
100
.300**
100
1
100
.398**
.000
100
.450**
100
.398**
.000
100
1
100
.479**
100
.450**
.000
100
.479**
.000
100
1
100
.277**
.005
100
.385**
.000
100
.623**
100
.278**
.005
100
.312**
.002
100
.443**
100
.390**
.000
100
.372**
.000
100
.298**
100
.182
.070
100
.558**
.000
100
.189
100
.674**
.000
100
.718**
.000
100
.691**
Sig.
(2-
tailed)
.002 .000 .000 .000 .000 .003 .059 .000
N 100 100 100 100 100 100 100 100 100
BI5
Pearso
n
Correl
ation
Sig.
(2-
tailed)
.365** .277** .385** .623** 1 .681** .377** .186 .697**
.000 .005 .000 .000 .000 .000 .064 .000
N 100 100 100 100 100 100 100 100 100
BI6
Pearso
n
Correl
ation
Sig.
(2-
tailed)
.447** .278** .312** .443** .681** 1 .627** .196 .718**
.000 .005 .002 .000 .000 .000 .051 .000
N 100 100 100 100 100 100 100 100 100
BI7
Pearso
n
Correl
ation
Sig.
(2-
tailed)
.380** .390** .372** .298** .377** .627** 1 .443** .717**
.000 .000 .000 .003 .000 .000 .000 .000
N 100 100 100 100 100 100 100 100 100
BI8
Pearso
n
Correl
ation
Sig.
(2-
tailed)
.174 .182 .558** .189 .186 .196 .443** 1 .556**
.084 .070 .000 .059 .064 .051 .000 .000
N 100 100 100 100 100 100 100 100 100
Pearso
n
Correl
ation BITOT
Sig.
(2-
tailed)
N
.645**
.674**
.718**
.691**
.697**
.718**
.717**
.556**
1
.000
.000
.000
.000
.000
.000
.000
.000
100
100
100
100
100
100
100
100
100
**. Correlation is significant at the 0.01 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
.826
8
Variable Life Style (X3)
Correlations
LS1
LS2
LS3
LS4
LS5
LS6
LS7
LS8
LS9
LSTOT
Pearson
Correlati
on LS1
Sig. (2-
tailed) N
Pearson
Correlati
on LS2
Sig. (2-
tailed) N
Pearson
LS3 Correlati
on
1
.676**
.337*
*
.110
.079
.058
-.077
.131
.052
.454**
.000
.001
.278
.432
.567
.445
.193
.607
.000
100
.676**
.000
100
.337**
100
1
100
.459**
100
.459*
*
.000
100
1
100
.203*
.043
100
.392**
100
.104
.305
100
.290**
100
.189
.059
100
.148
100
.070
.486
100
-.091
100
.199*
.048
100
-.114
100
.265**
.008
100
.052
100
.612**
.000
100
.498**
Sig. (2-
tailed)
.001 .000 .000 .003 .141 .369 .259 .609 .000
N 100 100 100 100 100 100 100 100 100 100
LS4
Pearson
Correlati
on
.110 .203* .392*
*
1 .729** .469** .198* .128 .087 .654**
Sig. (2-
tailed)
.278 .043 .000 .000 .000 .048 .203 .388 .000
N 100 100 100 100 100 100 100 100 100 100
LS5
Pearson
Correlati
on
.079 .104 .290*
*
.729** 1 .622** .262** .206* .027 .657**
Sig. (2-
tailed)
.432 .305 .003 .000 .000 .009 .040 .787 .000
N 100 100 100 100 100 100 100 100 100 100
LS6
Pearson
Correlati
on
Sig. (2-
tailed)
.058 .189 .148 .469** .622** 1 .450** .363** .213* .690**
.567 .059 .141 .000 .000 .000 .000 .034 .000
N 100 100 100 100 100 100 100 100 100 100
LS7
Pearson
Correlati
on
Sig. (2-
tailed)
-.077 .070 -.091 .198* .262** .450** 1 .513** .349** .515**
.445 .486 .369 .048 .009 .000 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100
LS8
Pearson
Correlati
on
Sig. (2-
tailed)
.131 .199* -.114 .128 .206* .363** .513** 1 .482** .555**
.193 .048 .259 .203 .040 .000 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100
LS9
Pearson
Correlati
on
.052 .265** .052 .087 .027 .213* .349** .482** 1 .486**
Sig. (2-
tailed)
N
Pearson
Correlati
on LSTOT
Sig. (2-
tailed)
N
.607
100
.454**
.008
100
.612**
.609
100
.498*
*
.388
100
.654**
.787
100
.657**
.034
100
.690**
.000
100
.515**
.000
100
.555**
100
.486**
.000
100
1
.000
.000
.000
.000
.000
.000
.000
.000
.000
100
100
100
100
100
100
100
100
100
100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
.739
9
Variable Service Quality (X4)
Correlations
SQ1 SQ2 SQ3 SQ4 SQ5 SQ6 SQ7 SQ8 SQ9 SQ1 0
SQ1 1
SQ1 2
SQ1 3
SQ1 4
SQ1 5
SQ1 6
SQTO T
Pearson Correlat
SQ ion
1 Sig. (2-
tailed) N
Pearson Correlat
SQ ion
2 Sig. (2- tailed) N Pearson
Correlat SQ ion
3 Sig. (2- tailed) N
1 .873*
* .691*
* .716*
* .594*
* .712*
* .744*
* .674*
* .674*
* .579*
* .873*
* .691*
* .594*
* .712*
* .674*
* 1.00
0** .853**
.000 .001 .000 .006 .000 .000 .001 .001 .007 .000 .001 .006 .000 .001 .000 .000
20 .873*
*
.000
20
.691*
*
.001
20
20 1
20 .722*
*
.000
20
20 .722*
*
.000
20 1
20
20 .755*
*
.000
20
.885*
*
.000
20
20 .614*
*
.004
20
.881*
*
.000
20
20 .622*
*
.003
20
.622*
*
.003
20
20 .670*
*
.001
20
.670*
*
.001
20
20 .772*
*
.000
20
.629*
*
.003
20
20 .772*
*
.000
20
.629*
*
.003
20
20 .578*
*
.008
20
.748*
*
.000
20
20 1.00
0**
.000
20
.722*
*
.000
20
20 .722*
*
.000
20
1.00
0**
.000
20
20 .614*
*
.004
20
.881*
*
.000
20
20 .622*
*
.003
20
.622*
*
.003
20
20 .772*
*
.000
20
.629*
*
.003
20
20 .873*
*
.000
20
.691*
*
.001
20
20 .873**
.000
20 .883**
.000
20
Pearson Correlat
SQ ion
.716*
*
.755*
*
.885*
*
1 .800*
*
.655*
*
.805*
*
.750*
*
.616*
*
.574*
*
.755*
*
.885*
*
.800*
*
.655*
*
.750*
*
.716*
*
.891**
4 Sig. (2- tailed)
.000 .000 .000 .000 .002 .000 .000 .004 .008 .000 .000 .000 .002 .000 .000 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson Correlat
SQ ion
.594*
*
.614*
*
.881*
*
.800*
*
1 .821*
*
.741*
*
.577*
*
.577*
*
.686*
*
.614*
*
.881*
*
1.00 0**
.821*
*
.577*
*
.594*
*
.866**
5 Sig. (2- tailed)
.006 .004 .000 .000 .000 .000 .008 .008 .001 .004 .000 .000 .000 .008 .006 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 Pearson Correlat
SQ ion
.712*
*
.622*
*
.622*
*
.655*
*
.821*
*
1 .855*
*
.640*
*
.640*
*
.571*
*
.622*
*
.622*
*
.821*
*
1.00 0**
.640*
*
.712*
*
.841**
6 Sig. (2- tailed)
.000 .003 .003 .002 .000 .000 .002 .002 .009 .003 .003 .000 .000 .002 .000 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson Correlat
SQ ion
.744*
*
.670*
*
.670*
*
.805*
*
.741*
*
.855*
*
1 .779*
*
.629*
*
.571*
*
.670*
*
.670*
*
.741*
*
.855*
*
.779*
*
.744*
*
.869**
7 Sig. (2- tailed)
.000 .001 .001 .000 .000 .000 .000 .003 .009 .001 .001 .000 .000 .000 .000 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 Pearson Correlat
SQ ion
.674*
*
.772*
*
.629*
*
.750*
*
.577*
*
.640*
*
.779*
*
1 .853*
*
.665*
*
.772*
*
.629*
*
.577*
*
.640*
*
1.00 0**
.674*
*
.849**
8 Sig. (2- tailed)
.001 .000 .003 .000 .008 .002 .000 .000 .001 .000 .003 .008 .002 .000 .001 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 Pearson Correlat
SQ ion
.674*
*
.772*
*
.629*
*
.616*
*
.577*
*
.640*
*
.629*
*
.853*
*
1 .840*
*
.772*
*
.629*
*
.577*
*
.640*
*
.853*
*
.674*
*
.827**
9 Sig. (2- tailed)
.001 .000 .003 .004 .008 .002 .003 .000 .000 .000 .003 .008 .002 .000 .001 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson Correlat
SQ ion
.579*
*
.578*
*
.748*
*
.574*
*
.686*
*
.571*
*
.571*
*
.665*
*
.840*
*
1 .578*
*
.748*
*
.686*
*
.571*
*
.665*
*
.579*
*
.775**
10 Sig. (2- tailed)
.007 .008 .000 .008 .001 .009 .009 .001 .000 .008 .000 .001 .009 .001 .007 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson Correlat
SQ ion
.873*
*
1.00 0**
.722*
*
.755*
*
.614*
*
.622*
*
.670*
*
.772*
*
.772*
*
.578*
*
1 .722*
*
.614*
*
.622*
*
.772*
*
.873*
*
.873**
11 Sig. (2- tailed)
.000 .000 .000 .000 .004 .003 .001 .000 .000 .008 .000 .004 .003 .000 .000 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson Correlat
SQ ion
.691*
*
.722*
*
1.00 0**
.885*
*
.881*
*
.622*
*
.670*
*
.629*
*
.629*
*
.748*
*
.722*
*
1 .881*
*
.622*
*
.629*
*
.691*
*
.883**
12 Sig. (2- tailed)
.001 .000 .000 .000 .000 .003 .001 .003 .003 .000 .000 .000 .003 .003 .001 .000
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Pearson SQ
Correlat 13
ion
.594*
*
.614*
*
.881*
*
.800*
*
1.00 0**
.821*
*
.741*
*
.577*
*
.577*
*
.686*
*
.614*
*
.881*
*
1 .821*
*
.577*
*
.594*
*
.866**
Sig. (2- tailed) N Pearson Correlat
SQ ion
14 Sig. (2- tailed) N Pearson Correlat
SQ ion 15 Sig. (2-
tailed) N
Pearson Correlat
SQ ion
16 Sig. (2- tailed) N Pearson Correlat
SQ ion TO
Sig. (2- T
tailed)
N
.006
20 .712*
*
.000
20
.674*
*
.001
20
1.00 0**
.000
20
.853*
*
.004
20 .622*
*
.003
20
.772*
*
.000
20
.873*
*
.000
20
.873*
*
.000
20 .622*
*
.003
20
.629*
*
.003
20
.691*
*
.001
20
.883*
*
.000
20 .655*
*
.002
20
.750*
*
.000
20
.716*
*
.000
20
.891*
*
.000
20 .821*
*
.000
20
.577*
*
.008
20
.594*
*
.006
20
.866*
*
.000
20
1.00 0**
.000
20
.640*
*
.002
20
.712*
*
.000
20
.841*
*
.000
20 .855*
*
.000
20
.779*
*
.000
20
.744*
*
.000
20
.869*
*
.008
20 .640*
*
.002
20
1.00 0**
.000
20
.674*
*
.001
20
.849*
*
.008
20 .640*
*
.002
20
.853*
*
.000
20
.674*
*
.001
20
.827*
*
.001
20 .571*
*
.009
20
.665*
*
.001
20
.579*
*
.007
20
.775*
*
.004
20 .622*
*
.003
20
.772*
*
.000
20
.873*
*
.000
20
.873*
*
.000
20 .622*
*
.003
20
.629*
*
.003
20
.691*
*
.001
20
.883*
*
20 .821*
*
.000
20
.577*
*
.008
20
.594*
*
.006
20
.866*
*
.000
20
1
20 .640*
*
.002
20
.712*
*
.000
20
.841*
*
.008
20 .640*
*
.002
20 1
20 .674*
*
.001
20
.849*
*
.006
20 .712*
*
.000
20
.674*
*
.001
20 1
20 .853*
*
.000
20 .841**
.000
20 .849**
.000
20 .853**
.000
20 1
.000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 **. Correlation is significant at the 0.01 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
.916
16
Variable Purchase Decision (Y1)
Correlations
PPD1
PPD2
PPD3
PPD4
PPD5
PPDTOT
Pearson Correlation
PPD1 Sig. (2-tailed)
N
Pearson Correlation PPD2
Sig. (2-tailed)
1
.398**
.362**
.278**
.275**
.696**
.000
.000
.005
.006
.000
100
.398**
.000
100
1
100
.354**
.000
100
.114
.257
100
.253*
.011
100
.664**
.000
N
Pearson Correlation
PPD3 Sig. (2-tailed)
N
Pearson Correlation
PPD4 Sig. (2-tailed)
N
Pearson Correlation
PPD5 Sig. (2-tailed)
N
Pearson Correlation
PPDTOT Sig. (2-tailed)
N
100
.362**
.000
100
.278**
.005
100
.275**
.006
100
.696**
100
.354**
.000
100
.114
.257
100
.253*
.011
100
.664**
100
1
100
.270**
.007
100
.224*
.025
100
.645**
100
.270**
.007
100
1
100
.336**
.001
100
.624**
100
.224*
.025
100
.336**
.001
100
1
100
.641**
100
.645**
.000
100
.624**
.000
100
.641**
.000
100
1
.000
.000
.000
.000
.000
100
100
100
100
100
100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
.760
5
Lampiran 4
p-plot
Normality Test
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N
Mean Normal Parametersa,b
Std. Deviation
Absolute
Most Extreme Differences Positive
Negative
100
.0000000
1.63210175
.059
.041
-.059
Kolmogorov-Smirnov Z .594
Asymp. Sig. (2-tailed) .872
a. Test distribution is Normal.
b. Calculated from data.
Multicollinearity Test
Coefficientsa
Model
Collinearity Statistics
Tolerance
VIF
(Constant)
PQ
1 BI
LS
SQ
.826
1.210
.790
1.267
.737
1.357
.617
1.620
a. Dependent Variable: PPD
Heteroskedastisity Test
t-Test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
Collinearity Statistics
B
Std. Error
Beta
Tolerance
VIF
(Constant)
PQ
1 BI
LS
SQ
1.134
2.588
.438
.662
.127
.060
.180
2.118
.037
.826
1.210
.106
.049
.187
2.148
.034
.790
1.267
.167
.071
.211
2.349
.021
.737
1.357
.103
.032
.313
3.189
.002
.617
1.620
a. Dependent Variable: PPD
F Test
ANOVAa
Model
Sum of Squares
df
Mean Square
F
Sig.
Regression
1 Residual
Total
201.928
4
50.482
18.186
.000b
263.712
95
2.776
465.640
99
a. Dependent Variable: PPD
b. Predictors: (Constant), SQ, PQ, BI, LS
R² Test
Model Summaryb
Model
R
R Square Adjusted R
Square
Std. Error of the
Estimate
1
.659a
.434
.410
1.66611
a. Predictors: (Constant), SQ, PQ, BI, LS
b. Dependent Variable: PPD
