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THE IMPACT OF E-COMMERCE ATTRIBUTES
TOWARD CUSTOMER’S SWITCHING BARRIER
AND ITS IMPLICATION ON
BEHAVIORAL LOYALTY
(A Case of Lazada.co.id)
By:
Rangga Harmantri
015201300060
A Skripsi presented to the
Faculty of Business President University
in partial fulfillment of the requirements for
Bachelor Degree in Business Administration
August 2016
i
PANEL OF EXAMINERS
APPROVAL SHEET
The Panel of Examiners declare that the thesis entitled “THE
IMPACT OF E-COMMERCE ATTRIBUTES TOWARD
CUSTOMER’S SWITCHING BARRIER AND ITS IMPLICATION
ON BEHAVIORAL LOYALTY( A Case of Lazaa.co.id)” that was
submitted by Rangga Harmantri majoring in Business
Administration, concentration Retail Business from the Faculty of
Business was assessed and approved to have passed the Oral
Examinations on August, 2016.
A.B.M. Witono, Ph. D.
Chair-Panel of Examiners
Suresh Kumar, S.T, M.si.
Examiner I
Ir. Farida Komalasari, M.Si.
Examiner II
ii
DECLARATION OF
ORIGINALITY
I declare that this thesis, , entitled, “THE IMPACT OF E-
COMMERCE ATTRIBUTES TOWARD CUSTOMER’S
SWITCHING BARRIER AND ITS IMPLICATION ON
BEHAVIORAL LOYALTY ( A Case of Lazaa.co.id)” is to the best
of our knowledge and belief, an original piece of work that has
not been submitted, either in whole or in part, to another
university to obtain a degree.
Cikarang, August 2016
RANGGA HARMANTRI
iii
ABSTRACT
Now days there are many comers in e-commerce, start from the new e-commerce
until the offline retailers also try to adopt the e-commerce model. This issue can
created tight competition among them. Some innovation will be created to attract
the customers and create customers switching intention. In this study the
switching barrier factors is really importance to lock in the customers of to
anticipate the customers switching intention. So researcher decides to do the
research about the impact of e-commerce attribute toward customers switching
intention and implication on behavioral loyalty: A case of Lazada.co.id. The
switching barrier is the mediating factor. This research use quantitative method
and use the 303 of respondents. The respondent that the researcher uses is the
people that already do the transaction in Lazada.co.id for 3 times. The data that
researcher have will be analyze by using factors analysis and structural equation
model (SEM). The results of this research are the e-commerce attributes
significantly influence the customers switching barrier and the customers
switching barrier significantly impact to behavioral loyalty.
Keywords: E-commerce attributes Reputation, Easy to Use, Information Quality,
Website Atmosphere, Switching Barrier, And Behavioral Loyalty
iv
ACKNOWLEDGEMENT
Thanks to Almighty Allah SWT for all this time blessing so the research
could pass through all the processes of finished this thesis and obtained bachelor
degree in Business Administration. Hopefully all the knowledge that I have
obtained from years of study could be a useful knowledge that will be blessing in
the world and hereafter. There are also many of parties that never been enough to
thank for. Hence, the researchers would like to give gratitude and thankful
sincerely to:
1. My beloved parents, who always give prayer, support, motivate, love and
money so I can finished this thesis.
2. Uncle Google who always helps so much, every time I have trouble he always
gives solution.
3. Thesis advisor, Ma’am. Farida who gives a lot of advices, time, fast responses,
and eager to be patient event I do not consistence with the schedule.
4. Business Administration lecturer, Mam Farida, Mr. Witono, Mr. Suresh, Miss.
Kunthi and others.
5. Mbak Lina, the secretary of Business Administration, who always there for
helping me and updating the information.
6. Sielvy Alqowiyah Putri Rantenda, who gives special motivation and helps to
me.
7. Efraim Crishtony, the one that always bother me in thesis process.
8. All of our classmates in Retail Business and also our friends in
Business Administration who help us and make our college life so crazy,
excitement, and delightful.
9. All respondents that take their time for fulfilling questionnaire. The
researchers feel so grateful to have them between accomplishments of
this research.
v
Finally, the researchers hope that this research will useful to people and future
research.
Cikarang, August 2016
RANGGA HARMANTRI
vi
TABLE OF CONTENTS
PANEL OF EXAMINERSAPPROVAL SHEET............................................. i
SKRIPSI ADVISOR RECOMMENDATION LETTER................................. ii
DECLARATION OF ORIGINALITY ............................................................ iii
ABSTRACT.......................................................................................................... iv
ACKNOWLEDGEMENT ..................................................................................v
TABLE OF CONTENTS.....................................................................................vi
LIST OF TABLES .............................................................................................. x
LIST OF FIGURES ........................................................................................... xi
LIST OF ACRONYMS...................................................................................... xii
LIST OF APPEDIENCES..................................................................................xiii
CHAPTER I - INTRODUCTION ..................................................................... 1
1.1 Background................................................................................................. 1
1.2 Problem Identification .............................................................................. 3
1.3 Research Problem....................................................................................... 5
1.4 Research Objectives ..................................................................................6
1.5 Research Limitation ...................................................................................6
1.6 Definition of Term ....................................................................................6
1.7 Significant of Study....................................................................................7
CHAPTER II - LITERATURE REVIEW........................................................ 8
2.1 E-commerce attributes ...............................................................................8
1 Reputation.................................................................................................... 8
2 Easy to Use...................................................................................................9
3 Information Quality................................................................................... 10
4 Website Atmosphere.................................................................................. 11
2.2 Customers Switching Barrier ................................................................... 13
1 Switching Cost ........................................................................................... 13
2 Interpersonal Relationships....................................................................... 15
3 Attractiveness of Alternative ................................................................... 16
4 Service Recoveries..................................................................................... 17
vii
2.3 Behavioral Loyalty..................................................................................... 18
2.4 The Influences of E-commerce Attributes toward Customers Switching
Barrier......................................................................................................... 19
2.5 The Influence of Customers Switching Barrier toward Behavioural
Loyalty........................................................................................................ 20
2.6 Previous Research...................................................................................... 21
2.7 Theoretical Framework ............................................................................ 23
2.8 Hypotheses ............................................................................................... 23
CHAPTER III - RESEARCH METHODO ................................................. 24
3.1 Research Approach .................................................................................. 24
3.2 Sampling Design ...................................................................................... 24
3.2.1 Research Population........................................................................... 24
3.2.2 Sampling Size..................................................................................... 25
3.2.3 Sampling Technique ........................................................................... 25
3.3 Research Instrument................................................................................... 25
3.4 Measurement Model................................................................................... 29
3.4.1 Validity ...............................................................................................29
3.4.2 Reliability Test.................................................................................... 31
3.5 Data Collection Procedure ........................................................................31
3.6 Data Analysis............................................................................................. 32
3.7 Hypothesis Testing ................................................................................... 33
CHAPTER IV - ANALYSIS AND INTERPRETATION ............................ 36
4.1 Industry Profile ......................................................................................... 36
4.2 Demography Data .................................................................................... 37
4.2.1 Gender ............................................................................................... 37
4.2.2 Age ................................................................................................... 37
4.2.3 Occupation ........................................................................................ 38
4.2.4 Domicile ........................................................................................... 38
4.2.5 The common E-commerce used......................................................... 39
4.2.6 Last Six Months Transaction............................................................. 39
4.3 Data Analysis............................................................................................. 40
4.3.1 Validity Test ..................................................................................... 40
viii
4.3.2 Reliability............................................................................................ 48
4.3.3 Descriptive Analysis .......................................................................... 49
4.4 Structural Equation Modeling Analysis ................................................... 62
4.4.1. Assessing the Goodness-of-Fit ...........................................................63
4.4.2. Modification and Interpretation of model Estimates ........................ 64
4.5 Interpretation of Result ............................................................................ 69
CHAPTER V - CONCLUSION AND RECOMMENDATION ..................... 72
5.1 Conclusion ................................................................................................ 72
5.2 Recommendation ...................................................................................... 73
REFERENCES.................................................................................................... 75
APPENDICES ................................................................................................... 80
ix
LIST OF TABLES
Table 1.1 The Advantages and Disadvantages E-commerce for Customers......... 2
Table 1.2 Top E-Commerce Based on Popular Brand Index (PBI) ...................... 4
Table 2.1 Previous Researches............................................................................. 21
Table 3.1 Statements Use for Research .................................................................26
Table 3.2 Measuring Model Fit .............................................................................34
Table 3.3 Summary of Good Fit Measurement .....................................................35
Table 4.1 KMO MSA and Bartlett’s Test Independent Variable ..........................41
Table 4.2 Communalities Independent Variable ...................................................42
Table 4.3 Total Variance Explained Independent Variable ..................................42
Table 4.4 Rotated Component Matrix Independent Variable ...............................43
Table 4.5 KMO MSA and Bartlett’s Test Mediating Variable .............................44
Table 4.6 Communalities Mediating variable .......................................................45
Table 4.7 Total Variance Explained Mediating Variable .....................................46
Table 4.8 Rotated Component Matrix Mediating Variable ..................................46
Table 4.9 KMO MSA and Bartlett’s test dependent variable ...............................47
Table 4.10 Communalities Dependent Variable ...................................................48
Table 4.11 Total Variance Explained Dependent Variable ...................................48
Table 4.12 Reliability Test of Variables ...............................................................49
Table 4.13 Model fit of SEM ................................................................................63
Table 4.14 Regression Weights (Group number 1 - Default model) .................. 65
Table 4.15 Hypothesis testing ...............................................................................65
Table 4.16 Standardized Regression Weights (Group number 1 - Default mode)... 67
Table 4.17 Squared Multiple Correlations (Group number 1 - Default model)...67
Table 4.18 Standardized Total Effects (Group number 1 - Default model)…......68
Table 4.19 Result of Statistical Analysis ..............................................................70
x
LIST OF FIGURE
Figure 1.1 E-Business, E-Commerce and E-marketing.......................................... 1
Figure 1.3 The Number of Customers that Willing to Switch................................ 4
Figure re 1.4 Customers Switch In and Switch Out ...............................................5
Figure 2.1 Loyalty Pyramid .................................................................................19
Figure 2.2 Theoretical Framework.........................................................................23
Figure 3.1 Respondents by Criteria........................................................................32
Figure 4.1 Respondents by Gender .......................................................................37
Figure 4.2 Respondents by Age ............................................................................37
Figure 4.3 Respondents by Occupation ...............................................................38
Figure 4.4 Respondents by Domicile ....................................................................38
Figure 4.5 Respondents by The Common E-commerce that Respondents Use.....39
Figure 4.6 Respondents by The last 6 Months Transactions................................ 39
Figure 4.7 Reputation Chart of Data Summary.....................................................50
Figure 4.8 Easy to Use Chart of Data Summary....................................................51
Figure 4.9 Information Quality Chart of Data Summary.......................................52
Figure 4.10 Website Atmosphere Chart of Data Summary...................................53
Figure 4.11 Switching Cost Variable Chart of Data Summary..............................54
Figure 4.12 Interpersonal Relationship Variable Chart of Data Summary............55
Figure 4.13 Attractiveness of Alternative Variable Chart of Data Summary........57
Figure 4.14 Service Recovery Variable Chart of Data Summary..........................58
Figure 4.15 Independent Variable chart of Data Summary...................................60
Figure 4.16 Frame Work........................................................................................62
Figure 4.17 Results of Hypotheses Testing............................................................69
xi
LIST OF ACRONYMS
SB = Switching Barrier
R = Reputation
ETU = Easy to Use
IQ = Information Quality
WA = Website Atmosphere
SC = Switching Cost
IR = Interpersonal Relationship
AOA = Attractiveness of Alternative
SR = Service Recovery
BL = Behavioral Loyalty
SEM = Structural Equation Model
KMO = Kaiser-Meyer-Oklin
SPSS = Statistical Packages for Social Science
xii
LIST OF APPENDIENCES
Appendix 1 Questionnaire in Bahasa...........................................................................80
Appendix 2 Questionnaire in English..........................................................................86
Appendix 3 Data Tabulation.........................................................................................91
1
CHAPTER I
INTRODUCTION
1.1 Background
BusinessZone (2013) mentioned that e-ecommerce or Electronic commerce is
a process of transaction such as buying and selling activities that have done in
online model. Nuryanto (2015) in his journal mentioned about the
e-commerce, E-Business and E-marketing had a different activities. Those
are;
Figure 1.1
E-Business, E-Commerce and E-marketing
Source: Nuryanto (2015)
1. E-Business is the business activities that do in Internet. Those activities
such as product design, supply chain management, manufacture, selling
product and provide services for the customers
2. E-commerce is the process of transaction in internet. Those activities likes
buying and selling product.
3. E-Marketing is the promotion activities that use internet as a media for
promotion.
So, it can conclude that the E-commerce is the part of E-Business activities.
Natalia (2014) states E-commerce in Indonesia had developing nowadays and
it will increase until 5 years later. She also mentioned the reasons why
2
e-commerce has a good opportunity in Indonesia. First, the technology
in Indonesia is still in developing. Second, Indonesia is one of the biggest of
internet user countries. Based on the APJII (Asosiasi Penyelenggara Jasa
Internet Indonesia) in 2015 there was 88, 1 million Indonesians who use
internet. Thirdly, Indonesia consists of several islands, so it will make the
online transaction better for them (customers). Based on it E-commerce has a
good opportunity in Indonesia. The examples of e-commerce players in
Indonesia are Kaskus, Tokopedia, Lazada, and etc.
In another case this E-commerce find the problem in their practice, based on
CCN Indonesia (The Nielsen Global Survey, 2014) mentioned the customers
were unwilling to buy the product by online because of the high cost of
logistic and the infrastructure of logistic itself. Jimmy (2014) states the
logistic company in Indonesia cannot fulfill the order for delivery activities
because the number of the logistic company itself still limited in Indonesia.
The other problem is the customers trust is still low (Nuryanto, 2015). The
customers trust is actually influenced by the others customers experiences or
their own experiences (Natalia, 2014).
There are several advantages and disadvantages E-commerce for customers
(Gaertner and Smith, 2001 citied on Rahmidani, 2015). Those advantages and
disadvantages are:
Table 1.1
The Advantages and Disadvantages E-commerce for Customers
No Advantages Disadvantages
1 Faster/ easy to access Safety problem
2 High of product variety Not all customers using internet
3 High the information Legality problem
4 Simple way to do the
transactions
Not direct transaction
Source: Rahmidani (2015)
3
The other factors that make customers unwilling to do the transaction in e-
commerce because of the trust problem (Rahmidani, 2015). In E-commerce
transaction customers can not directly meet the seller and the other case
customers did not know who is the seller directly, so that will influence the
customers (Ramadhan, 2015).
Based on that problem the players of e-commerce Indonesia try to find the
way to anticipate that problem and improve their innovation to attract
customers (W&C Market Research, 2015). The improvement for the retailers
can be done by Improving the e-commerce attributes itself and increasing the
services (Rahmidani, 2015). There are several variables in the E-commerce
attributes; those are website atmosphere, network security, easy to use, and
the special treatments (Nikita, 20114). Website atmosphere and high of
special treatment can give the good experience for the customers (Natalia,
2011 citied on Wang, 2014).
The example of the big E-commerce in Indonesia is LAZADA.co.id. Lazada
can anticipate the issue about the safety and the security to build the
customers trust. Lazada also use the COD method (cost on delivery) to make
the customers feel safe (Ramadhan, 2015). In other case to increase the
customers experience and make the customers easy to find the product,
Lazada provide the simple view of their online shop and also have high
product variety (Lazada.co.id, 2013).
1.2 Problem Identification
Mitra (2015) states the player of e-commerce in Indonesia significantly
increasing. He also mentioned nowadays many retailers try to adopt the
online model (e-commerce) for their store. There are 0.7% retailers in
Indonesia that use e-commerce and this number will continuously increase.
Based on W&C Market Research (2015) the top of e-commerce in Indonesia
based on PBI (Popular Brand Index).
4
Table 1.2
Top E-Commerce Based on Popular Brand Index (PBI)
Source: W&S Market Research (2015)
Based on the table 1.2 above, Lazada is the first rank or the top of e-commerce
in Indonesia. This data is got from Popular brand Index. The W&C Market
Research also mentioned the data about the number of the customers that
willing to switch from one e-commerce to another e-commerce. That
research uses the 685 respondents in their research.
Figure 1.2
The Number of Customers that Willing to Switch
Source: W&C Market Research (2015)
Based on the figure 1.2, there are more that 50% of respondent that willing to
change or switch to another e-commerce (W&C Market Research, 2015). It
means more than half of the respondents not loyal to their e-commerce.
5
Figure 1.3
Customers Switch In and Switch Out
Source: W&C Market Research (2015)
Based on the figure 1.3, researcher can see the highest number of the
customers that willing to switch is Ladaza. The data shown about 9.3% of the
customers want to switch to another e-commerce even the Lazada the top of
E-commerce based on PBI (Popular Brand Index).
The switching barrier can anticipate the customers that want to change from
one store to another store (Yang, 2014). This switching barrier will be
significantly affected customer’s loyalty (Yang, 2014). The switching barrier
also can be use to lock in the customers because the switching barrier will be
a critical factor to build customers loyalty (Jone et al, 2002 cited on Nikita,
2014).
Therefore, the researcher want to know and analyze how efficient the
E-commerce attribute can influence the customer’s switching barrier until it
will create the behavioral loyalty to the E-commerce.
In another case the customers of lazada also face some problem regarding
process, such as: customers can not track their product, the customers received
the wrong product and there is no payment confirmation from lazada
(Lazada.official.website, 2015).
6
1.3 Research Problem
Based on the phenomena before the researcher problems are:
1. Do the E-commerce attributes give the impact to customer’s switching
barrier?
2. To what extent the Customer’s switching barrier influences the
behavioral loyalty?
1.4 Research Objectives
The purposes of this research are:
1. To determine the impact of the E-commerce attribute toward
customer’s switching barrier.
2. To determine to what extent customer’s switching barrier influences
the behavioral loyalty.
1.5 Research Limitation
The limitation of this research, this research will be doing in this April. The
researcher will doing research by using e- Questionnaire or online
questionnaire. This e-questionnaire will be distributed on social media such
as: Line, BBM, and etc.
The target respondents that researcher willing to find is the one who have
doing transaction in Lazada. The range numbers of respondents that researcher
needs around 200-400 respondents.
1.6 Definition of Term
There are some terms used by this research:
1. Behavioral Loyalty: Behavioral loyalty is the respondent of the customer
which related to loyal respond, the behavioral loyalty is the impact and
attitude of customers that shown loyal activities (Moon, 2013).
7
2. Customer’s Switching Barrier: The customer’s switching barrier indicate
to anticipate the customers that want to try find the other product or
service provider (Giesel & Erwin, 2014).
3. E-commerce attributes. E-commerce attribute is the component or
element that build e-commerce itself (Rahmidani, 2015).
4. E-Promotion. E- Promotion is a strategy of promotion that uses Internet
as a media of promotion (Nuryanto, 2015).
5. Interpersonal Relationship: Inter personal relationship is the relationship
between employees with customers and also the relationship among
customers (Jones, 2000 citied on Wibowo, 2013).
6. Service Recovery: Service Recovery is the systematic action that company
must take after the failure services to maintain their customers (Lovelock
and Wright, 2007 citied on Wibowo, 2013).
7. Switching Cost: switching cost is the cost that customers need when the
customers want to try find another product or services provider
(Klempere, 1987 citied on Nikita 2014).
8. The attractiveness of alternative: The attractiveness of alternative
indicates the reputation and quality of product or services in the market
place (Wibowo, 2013).
9. Website Atmosphere. Website Atmosphere indicate to makes the
customers believe if the online store exist in the real word (Hussin, 2013)
1.7 Significant of Study
The researcher intends to achieve several significances through this research.
This research is supposed to be valuable for other parties such as:
1. For the researcher, this research is made to fulfil the requirements of
completing Bachelor Degree in Business Administration, with Retail
Business concentration.
8
2. For academic, this research can contribute as the references for others that
want to understand about the impact of e-commerce attributes toward
customer’s switching barrier.
3. For the business, this research has will be able to get a better
understanding about impact of e-commerce attributes to customer’s
switching barrier. So, with this research we can “lock in” our customers.
9
CHAPTER II
LITERATURE RIVIEW
2.1 E-commerce Attributes
E-commerce Attribute is the component or factors that build E-Commerce
itself (KIM et al, 2003 cited on Yang 2014). There are several components
that build E-Commerce. Those factors are Product, price, promotion,
reputation, Information quality and Trust (Nuryanto, 2014). In other case,
Nikita (2014) also mention the importance factors in E-commerce are Easy to
use, website atmosphere of the e-commerce and information quality that
e-commerce provide to the customers. Every components or Attributes of
E-commerce have to create the loyal customers to their E-Commerce.
Hermawan (2014) in his research mention that to create the loyal customers to
E-commerce, the E-commerce must have several components of it and try to
make barrier for the customers. This barrier create to make the customers
loyal, stay or to lock in our customers. There are several factors of
e-commerce that significantly influence the customers switching barrier, those
are Reputation of e-commerce, Easy to Use, Information Quality and Website
Atmosphere (Moon, 2014).
Based on those references researcher decide the variables for this research will
be use the variables from Moon (2014) research because this variables very
strong to influence the customers switching barrier. Those variables are
Reputation, Easy to Use, Information Quality and Website Atmosphere.
Hence, the Nuryanto (2014) only focuses on the variables that establish
e-commerce itself.
1. Reputation
There are several aspects that influence the reputation of company. Those
aspects are financial performance, Quality of the product, services,
environment, reliability, innovation and customer’s relationship (Dian,
10
2014). Jatmiko (2013) mentioned the reputation of the E-commerce is
known by the number of visitors on e-commerce and also from the image
of the e-commerce. The increasing number of the visitors of E-commerce
because successful of several factors such as: Innovation, services, and
attractiveness of that E-commerce (Dian, 2014).
Based on those several factors that have been stated above, Lazada.co.id is
the E-commerce that has good reputation. One of the innovations of
Lazada.co.id, Lazada.co.id has provided an application for mobile
(Indotekno.blogspot, 2014). The others source, based on Popular Brand
Index (PBI) Lazada.co.id have the first rank of the brand in customers
mind (W&C market research, 2015). Lazada.co.id also stated as the E-
commerce that have highest number of visitor on 2012 until 2015 (W&C
Market research, 2015).
Agung (2015) mention there is two factors that also can be used to
describe how well the reputation of a company or an organization. Those
two factors are dynamist and cognitive. The company or organization can
be said dynamist if that company or organization can attract the people,
active, and do the activities based on the goals. Than if the company
cognitive that company have to friendly, been likely, make the people
happy and have the relationship among people (Agung, 2015).
2. Easy to Use
Easy to use is the factor that can influence the customers to make decision
to do transaction in e-commerce. Sometime the customers do not know
how to do the transaction by online because of the lack of knowledge of
the customers in using E-commerce (Agung, 2015). The Easy to use
factors also can help the customers to minimize their time in transaction
activities (Kristomuljono, 2013). The easy to use shown the way how to
do the transaction in E-commerce.
Hardiawan (2013) in his research mentioned several indicators in
E-commerce. Those indicators are Easy to understand, easy to operate or
11
to use it, flexible, and efficiency of time. The indicators show the way to
make the customers enjoy it and easily use it (Chin and Todd, 1995 citied
on Hardiawan, 2015).
Some of the customers will find the hard way or difficulties to do the
transaction in their first time transaction experiences (Irwan, 2015). Those
happen because the customers do not know the steps in online transaction.
Wardana (2016) mentioned the way to make the customers easier to do the
transaction, E-commerce have to provide the Instruction or example how
to do the transaction in e-commerce.
Joung (2014) mention that easy to use shown the customers can do the
transaction anytime and anywhere. Easy to use is the flexibility to use the
e-commerce. To make the customer easier to access and do transaction
e-commerce must have an application for mobile because today everyone
has had the Smartphone (jijili, 2014). The mobile application commerce
had shown the significant effect in some outlet of retailer in china (Ming,
2013). Almost retailers in china provide the mobile application commerce,
start from O2O (online to offline) retailers until the e-commerce itself.
Lazadaco.id also has provided the mobile application
(IndoTekno.blogspot, 2014).
3. Information Quality
Information quality is the entire components that have posted in the
website commerce to make the customers easer to do transaction
(Jonathan, 2013). All that information can make the customers believed or
trust to do the transaction. Tanya (2015) mentions some components that
needed to post in website commerce. Those are:
1. Picture of the product, this picture will give the description to the
customers regarding the product information. This picture also
needs to add about the product descriptions, example size of
product and the colour of the product (Agung, 2014).
12
2. Price of the product, Soetomo (2010) mentions the first thing that
customer’s consideration to find the product in E-commerce is the
Price. So price is the importance information to the customers to
decide the transaction.
3. Transaction process, some time online transaction become the new
thing for customers. So website commerce needs the transaction
process on it.
4. Contact, when customers find the mistake service and the
customers can easily to confirm.
5. Review, this is like some idea those old customers or the customers
that have done the transaction before. This information can be a
consideration for customers to make a transaction.
Sastika (2016) stated the good Information is the trusty information for the
customers.
4. Website Atmosphere
The purpose of the Website Atmosphere is to give the first impression to
our customers (Wardana, 2016). This impression can give the positive
effect and perception to the customers. The example of the first impression
to the customers like name of the E-commerce and the tagline (Wardana,
2016). Irwan (2015) also mention to give the impression to the customers,
the website of E-commerce should have good design such as: combination
of colour, the logo of E-commerce and some attributes. The 80% of the
customers will remember the E-commerce based on what they see and
20% of the customers will remember it based on what they read on the
website (Irwan, 2015). So, it makes the first impression is importance.
The other purpose of the Website Atmosphere is to make the customers
enjoy when they use the E-commerce website (Kristomuljono, 2013). To
make the customers enjoy there several items that E-commerce has to
13
provide, such as: search item, new item, best seller items, social media
links, and membership.
1. Search Item, this items can help the customers to find the
product that they want. By using the search item the customers
can find they product faster and easier. So, this search item is
importance in E-commerce website.
2. New Item, in retail industry there will be many new products
enter the market and the retailers have to need some place to
put the promotion regarding the new product because the new
product is special (Jijili, 2014). In E-commerce need to display
that new product in this item. This is also can help the
customers when the customers want to find the new product.
3. Best Seller Product, this item focusing on the best seller
product in e-commerce. This best seller product will be the
consideration for customers to make decision in doing
transaction.
4. Social Media Link, this item related with the promotion in
social media. This is about the integrated the E-commerce and
the social media. Dian (2014) most of the customers interest to
do online transaction because of they see the promotion and
discount on social media. The biggest or the influencing social
media in E-commerce promotion are Facebook and twitter
(Jatmiko, 2013). By using the social media E-commerce will be
easier expand the E-commerce.
5. Membership, this item is used to analyse the number of visitor
and the number of visitor that have done the transaction. By
using membership the customers also feel safe to do transaction
(Wardana, 2015).
14
2.2 Customers Switching Barrier
Switching barrier is the importance in marketing strategy because switching
barrier can anticipate the customers to switch. The main idea of the Switching
barrier is to make the customers hard to switch to other product or service
provider (Nikita, 2014). Switching barrier is the factors that hold customers to
switch to other services or business (Jon et al, 2000 citied on Ekacristie,
2013). This Switching barrier not only influenced by economic aspect but also
influenced by psychological, social and functional aspect (Japarianto, 2014).
The idea is switching barrier is some factors that can influence the customers
witching intention and the factors that can created the attitudinal loyalty
customers (Moon, 2014).
Moon (2014) stated there are several variables in customers switching barrier
factors. Those variables are switching cost, Interpersonal relationship,
Attractiveness of alternative, and service recovery.
1. Switching Cost
The switching cost is the cost that customers have to pay if they try to find
another product or services provider (Porter, 1998 citied on Abdurrahman,
2012). The switching cost not only about the money but also about the time
and physiological aspect that customers use what the customers feel when they
try to switch to the new service provider (Dick and Basu, 1994 citied on
Abdurrahman, 2012). The switching cost is the spontaneous cost or onetime
cost when customers switch to another provider (Burhan et al, 2003 citied on
Japarianto, 2013)
Burhan et al (2003) citied on Japarianto (2013) mention there are 3
components on switching cost. Those components are Procedural cost,
financial cost and relational cost.
A. Procedural cost, it is the cost exists because of the time and the effort
of the customers when they try to switch the provider. The procedural
cost are:
15
i. Economic risk cost, it is the cost for accepted the indeterminacy
of information of other providers. This kind of information
potentially can give the negative effect to the customers because
the customers try to switch but they still lack of information
regarding the new service provider (Guiltinan, citied on
Abdurrahman, 2013)
ii. Evaluation cost, this cost about the time the effort. How long
and how effort the customers try to find the information
regarding the new service provider. After it, they will evaluate
those new service providers until the customers can make
decision to switch or not (Samuelson and Zeckhauser, 1998
citied on Abdurrahman, 2013)
iii. Learning cost, learning cost is the cost that customers need to
use the new service provider. It can be financial cost or
psychological cost when the customers learn to use it. So it can
make the customer can use the new product or new service
provider efficiently (Guiltinan, citied on Abdurrahman, 2013).
iv. Set up cost, time and effort that is used to make the relationship
with the new service provider (Klempere, 1995 citied on
Abdurrahman 2013).
B. Financial cost, it is the cost that involve the loss of financial for
the customers. Financial cost are:
i. Benefit loss cost, it means the benefit that customers should
have but it become loss for the customers. The example of the
benefit loss cost, discount bonus, voucher and etc for the
customers and that benefit will not available in the new service
provider (Nikita, 2014)
16
ii. Monetary lost cost, the cost that customers have to pay to the
new service provider (Guiltinan, citied on Abdurrahman, 2013).
For example the registration fee. Hardiawan (2012) stated in
e-commerce there is no registration fee because it has accessed
by internet. Based on it the researcher will not put in the
Monetary lost cost because in E-commerce there is no
registration fee.
C. Relational cost, this cost about feeling and psychological of the
customers. This cost will make the customers feel lost the identity
when the customers decided to switch to others. The component of the
relational cost are:
i. Personal relationship loss cost, loss that caused when the
customers end their relationship with employee on the service
provider. This loss is personal relationship. That happens
because of psychological factors (Guiltnan, citied on
Abdurrahman, 2013).
ii. Brand relationship loss cost, this loss cost caused the
customers end the relationship the company or the service
provider. Those relationships have existed for long time
(Aaker, 1998 citied on Hardiawan, 2013).
2. Interpersonal Relationship
Relationship is a group of people that do transaction based on the
commitment and trust each individual (Morgan and Hunt, 1994 citied on
Indah, 2012). Relationship is a part of marketing activities. Relationship is
very importance in retailer; the main idea is the relationship between
retailer and the customers or Interpersonal Relationship (Shinta and
Rosalia, 2012). Interpersonal Relationship is focused on to manage the
customers, to attract the customers and lock in the customer’s o that does
not intend to switch to others provider (Indah, 2013).
17
Soetomo (2001) citied on Abdurrahman (2013) Interpersonal Relationship
is making a relationship with the customers by using marketing activities.
The idea of the Interpersonal Relationship is do not see the customers as
buyer but as business partner (Indah, 2012). Customers is the importance
thing in retailers, so make the customers become your friends, make them
enjoy your services, make the customers satisfy and give the best service
to the customers (Lanskin, 2003 citied Amalun, 2013). The other idea is
Inter personal not only relationship between customers and seller but also
among customers because the customers can influence the other customers
(Kristomuljuno, 2013).
Wardana (2016) mentions to build the good Interpersonal Relationship
with the customers the E-commerce should have;
A. E-commerce forum, this forum like a group of chat. Its can
make the customers do the interaction among customers or
interaction between customers and E-commerce (Wardana,
2016).
B. Social media link, social media is common issue on the
teenager use the social media and the favourite social media
are: facebook, twitter, and path (Merdeka.com, 2015).
3. Attractiveness of Alternative
Some of the customers do not have the intention to switch of when the
customers to find the E-commerce they see the attractiveness side of the
e-commerce (Jajali, 2015). The attractiveness of E-commerce is what kind
of thing that makes it different with competitors (Wardana, 2015). The
attractiveness of alternative likes the innovation from the e-commerce to
do the transaction.
18
Japarianto (2013) attractiveness of alternative is what kind of the factor
that makes one e-commerce different with others and this attractiveness of
alternative can be influence by two factors. Those are:
A. Reputations of the e-commerce, some customers willing to do
transaction in the e-commerce that have good reputation.
B. Services, some of e-commerce provide services that do not
have by other e-commerce. For example COD (cost on
delivery) or instalment payment.
4. Service Recovery
In E-commerce activities the player will face some problem. For example
the customers feel dissatisfy with the services that E-commerce provide or
failure services. The dissatisfy customers will give negative impact to the
E-commerce and it will create not loyal customers (Tirta, 2013). To
protect the customers E-commerce has to create the Service Recovery
system and make their customers feel happy (Abdurrahman, 2013).
Fan et al (2010) mention failure service refers to the mistake or the
problem in transaction process and this mistake can trigger the customers
switching intention. Service recovery creates to give the response to the
customers regarding the failure service that customers got (Rossalia,
2013). This actions that E-commerce take actually can change the failure
service into satisfy experienced on customers mind (wan, 2010). Fan et al
(2010) in their research found there are some customers that feel satisfy
after received the service recovery from the E-commerce. So the failure
service not always brings the negative impact to E-commerce. Some time
the failure serve can make customer feel satisfy after receive the service
recovery that E-commerce provide.
19
Parasuraman, Zeithaml, and Malhotra (2005) citied on Tirta (2013) stated
there some component that cans build the good service recovery system.
Those components are:
A. Responsiveness, give the fast respond to the customers that got
failure services. The customers service showed the good
respond to this failure service.
B. Compensation, give the additional service for the customers by
free. This compensation based on the E-commerce provides,
for example free delivery or get discount in next transaction.
C. Contact, the E-commerce has to provide the contact person to
the customers or can be the online chat.
2.3 Behavioural Loyalty
Behavioural loyalty is an attitude of the customers that doing repeated
transaction to same service provider (griffin, 2015 citied on Jonathan, 2013).
This repeated transaction should have more than two times transaction.
Loyalty also describe about the commitment of the customers to repeat the
transaction (Wardana, 2015). In other case Ho and Lee (2012) mention the
loyalty also will recommend that service provider to their family and friends.
Wulandari (2015) mention the behavioural loyalty of the customers on E-
commerce can be seen from how often that customers visit the E-commerce.
Customers can be said if they are: does the transaction more than two times,
buy the others product that promoted by the same seller, and the customer will
recommend the E-commerce to others (Agung, 2015).
20
Figure 2.1
Loyalty Pyramid
Source: Asker (2007) citied on Wulandari (2015)
The figure above describe about the levels of loyalty customers. There 5 level of
loyalty customers. Those are:
1. Level 1, the basic loyalty level. In this level the customers do not loyal
and easy to switch to other e-commerce
2. Level 2, the customers that feel satisfy to service provider but still willing
to switch.
3. Level 3, the customers have satisfied to the service provider and hard to
switch because of the switching cost.
4. Level 4, the customers loyal to the service provider because of the
experiences and these customers hard to switch.
5. Level 5, the commitment to loyal. This customers make the service
provider as their first choice and very hard to switch.
2.4 The Influences of E-commerce Attributes toward Customers
Switching Barrier
Customers switching barrier is the critical part or critical variable on
e-commerce business sector. The increasing number of e-commerce in market
makes the customers easy to switch to other e-commerce. The switching
barrier indicates how efficient the e-commerce can lock in the customers
21
(Han and Lee, 2013). The customer switching barrier likes a wall to hold the
customers. The factors on switching barrier are switching cost, Interpersonal
relationship, and attractiveness of alternative and service recovery (Kim and
Moon, 2013). To create the good or efficient customers switching barrier the
player also have to focus on build the E-commerce attributes (Agung, 2015).
The good attribute can be describing from the reputation of the e-commerce,
Information quality, website quality, and easy to use it (Nikita, 2014).
Jonathan (2013) in his research found the e-commerce attribute significantly
influences the customers switching barrier. Wardana also found the website
atmosphere and Information quality significantly influence the customers to
switch (wardana, 2015).
2.5 The Influence of Customers Switching Barrier toward
Behavioural Loyalty
The loyal customers are the importance thing e-commerce activities because
the loyalty customers can bring several advantages, for example the loyal
customers can recommend the e-commerce to others (Tasya, 2015). To create
the loyal customers on e-commerce is not easy because the high numbers of
player in market (Indotekno, 2014). The new player come to market with the
new innovation and good strategy it will easily make the customers switch.
Moon (2014) found the customers switching barrier will be create the loyal
customers. The service recovery can give the satisfied experience to the
customers that have got failure service (Jonathan, 2013). Based previous
finding the switching barrier can influence the customer’s behavioural loyalty.
22
2.6 Previous Research
Table 2.1
Previous Research
No Author (s) /
year/ Title
Variables Research
design
Result
1 Author: Ju and
Ting (2011)
Promotion,
Switching
Barrier, and
Loyalty
Promotion,
Interpersonal
Relationship,
Attractiveness
of Alternative,
customers
loyalty
Method:
Quantitative
Instrument:
questionnaire
Data analysis:
SEM
Result: there four
hypothesis and all
of it accepted.
Promotion and
Switching barrier
significantly and
directly influence
Customers
Loyalty
2 Julander (2013)
Effect of
Switching
Barrier on
Satisfaction,
Repurchase
Intention, and
Attitudinal
Loyalty
Negative
Switching
Barrier, Positive
Switching
Barrier,
Repurchase
Intention,
Satisfaction and
Attitudinal
Loyalty
Method:
Quantitative
Instrument:
questionnaire
Data
Analysis:
Structural
Equation
Model (SEM).
Result: the
positive switching
barrier will give
positive effect to
satisfaction,
purchase intention
and attitudinal
loyalty, and also
the negative
switching barrier
will be give
negative effect to
those factors.
3 Agung (2015)
The Influence
Factors toward
Trust and
Website
Atmosphere,
Easy to use,
Information
Method:
Quantitative
Instrument:
Questionnaire
Result: there 7
hypotheses in this
research, 6 six
hypotheses and
23
Repurchase
Intention
(Case study of
OLX.co.id)
Quality,
Repurchase
Intention and
Trust
Data
Analysis:
Using
Structural
Equation
Model (SEM)
one rejected. That
researcher found
Website
Atmosphere is not
significantly
influence
Repurchase
Intention.
4 Moon (2014)
The Effect of
Switching
Barrier on
Customers
Retention on
e-commerce
Switching Cost,
Interpersonal
Relationship,
Service
Recovery,
Attractiveness
of Alternative,
Customers
Satisfaction,
and Customers
Retention.
Method:
Quantitative
Instruments:
Questionnaire
Data
Analysis:
Multiple
Regression
Result: Moon
(2014) found the
Service Recovery
has negative
effect to
Customers
Retention but
Service Recovery
has positive effect
to Customers
Satisfaction
5 Harmila (2013)
The Effect of
Customers
Satisfaction and
Switching
Barrier Toward
Customers
Loyalty
(A case study of
FJ KASKUS)
Trust,
Switching
Barrier, Easy to
Use, and
Customers
Loyalty
Method:
Quantitative
Instrument:
Questionnaire
Data
Analysis:
Multiple
Regression
Result: all the
Independent
variable
significantly
influences the
Customers
Loyalty.
24
2.7 Theoretical Framework
Figure 2.2
Theoretical Framework
Figure 2.2 above describe the influences each variable. The independent
variables are: E-commerce attributes (reputation, easy to use, information
quality and website atmosphere) and switching barrier (switching cost,
Interpersonal relationship, Attractiveness of alternative and service recovery
(Wardan, 2013; Tirta, 2013; Agung, 2015; indah, 2012; jonathan 2013). The
dependent variable is Behavioural loyalty (tasya, 2015). The researcher
combine all of the mediating variable become one, it is switching barrier.
The researcher combine it because those variable (switching cost,
interpersonal relationship, attractiveness of alternative and service recovery)
are influences each other (Moon, 2014).
Setianingsih (2013), Nikita (2014), Jonathan (2013), Moon (2014)
behavioural loyalty as the dependent variable will be influence by switching
barrier and the switching barrier will be influence by the E-commerce
attributes.
25
2.8 Hypothesis
H1: Reputation significantly the Switching Barrier
H2: Easy to Use significantly the Switching Barrier
H3: Information Quality significantly the Switching Barrier
H4: Website Atmosphere significantly the Switching Barrier
H5: Switching Barrier significantly the Behavioural Loyalty
26
CHAPTER III
RESEARCH METHOD
3.1 Research Approach
After found the problem and defined the variables in literature review,
research can be continued by determining the research design. There are two
kind of research metrology: quantitative research and qualitative research.
Quantitative research is the method that researcher do solve the phenomena
or problem by using the numerical, statistical analysis and provide
hypotheses (Ferdy, 2014). This research will needs do survey, provide the
questionnaire and do the data analysis. Next, the qualitative research is the
method to explain and to understand the phenomena (Sumanto, 2011).
Based on it the researcher tends to use the Quantitative method.
There are four steps in this research. The first is the researcher designed the
questionnaire to measure the Independent variables, Mediating Variables
and Dependent Variables. The second is distributing the questionnaire to the
respondents. Then, the next step is the data collection and analysis. The data
analysis will be analyzed by Validity testing, Reliability testing and
Structural Equation Model (SEM). The last is the researcher comes up with
the result and the hypothesis testing.
3.2 Sampling Design
3.2.1 Research Population
Population is element and characteristic of people that living in a particular
area (Tasya, 2015). Hence Malhotra & Peterson (2002) determined that
population is the collection of object that examined the information of the
researcher. Therefore, the researcher want to investigate the people who live in
27
Jakarta and those people have experience or ever do transaction in lazada.co.id
(minimum 3 time transactions).
3.2.2 Sampling Size
According Confrey and lee (1992) citied on Natasya (2014) mentioned 100
samples means poor, 200 samples means fair, 300 samples means good, 500
samples means very good and 1000 samples means excellent. In other case
Kline (2005) citied on Ismail (2015) the better sample size for SEM analysis is
between 200 – 400 samples because many samples the data more sensitive.
Hence this research using the Structural Equation Model (SEM) the researcher
decided to find 300 samples size for this research.
3.2.3 Sampling Technique
The sampling technique is the way or the technique to collect the data from
the respondents (Ferdy, 2012). This research will use the non-probability
sampling technique. In non-probability technique researcher will use:
Snowball Sampling and Judgmental Sampling. Snowball Sampling is when
you distribute the questionnaire to respondents and that respondents also can
distributes to others (Paula, 2010). Judgmental sampling, researchers can ask
to any people that they found to full fill the questionnaire, so it depend on the
researcher judges (Paula, 210).
3.3 Research Instrument
The questionnaires were made by gathering data and knowledge from the
literature review and related past studies done by a few researchers lately,
then the survey are disseminated to the target gathering to test the
speculation so as to accomplish the destinations of this research. The
questionnaires comprise of 57 questions which comprised 7 demographic
questions, 17 independent variable questions, 28 questions and 5 dependent
variable questions. The survey organized focused around 7 purposes of likert
scale which speak to 1 for strongly disagree and 7 for strongly agree.
28
Compiled from some previous journal knowledge and dissertation, the
questions were modified in order to fit with the condition analyzed by the
researcher. The following table showed the source and number of items of
constructs used.
Table 3.1
Statements Use for Research
Variable Author (s) Statements
Independent Variable
Reputation Indah (2013) 1. Lazada is kwon by many people
2. Lazada is the popular online shop
3. Lazada is the bigger online shop in Indonesia
4. Lazada is the one of the bigger players in online
market
Easy to Use Agung (2014) 1. The ordering process on Lazada is easy and secure
2. The transaction process on Lazada is easy and
secure
3. The delivery process on Lazada is easy and secure
4. Lazada.co.is is easy to use
5. Lazada make me easier to find the information
regarding about the product than other e-commerce
Information
Quality
Agung (2014) 1. I believe with information that given by Lazada
2. The information that given by lazada is appropriate
with my expectation
3. The information of Lazada is accurate
Website
Atmosphere
Wibowo (2013) 1. Website lazada have good design
2 Website Lazada give the detail information
regarding the product
3. Website Lazada provide the picture of products
4. I have enjoyed when using lazada
5. I use Lazada because the simple design and easy to
29
understand.
Mediating Variable
Switching
Barrier
Wibowo (2013)
Switching Cost
1. If I used the other e-commerce, I worried that e-
commerce not like my expectation
2. I need more time to evaluate others e-commerce if I
want to switch.
3. I worried; I will need much time to adapt with the
new e-commerce.
4. If I switch to other e-commerce, I will find the hard
way to start it
5. If I switch to other e-commerce I will lose many
profit such as: discount, promotion, bonus and etc
6. If I switch to other e-commerce I will need more
cost
Interpersonal Relationship
1. I think the customers service of lazada have a good
communication with customers
2. Customers service of lazada provide the time for
the customers who want do consultation
3. I enjoy doing consultation with customers service
lazada
4. I have a good relationship with customers service
lazada
5. I enjoying have relationship among customers
lazada
6. I always do sharing among Customers Lazada
Attractiveness of Alternative
1. I am not interest with other e-commerce cause
Lazada have a good reputation
2. I am not interest with other e-commerce cause
30
Lazada is the popular e-commerce
3. I am not interest with other e-commerce cause
Lazada have a complete products variety
4. I am not interest with other e-commerce cause
Lazada have the Cost On Delivery (COD) service
5. I am not interest with other e-commerce cause
Lazada has the credit payment service
6. I am not interest with other e-commerce because
Lazada has a good transaction process.
Service Recovery
1. The customers Service of Lazada give the fast
respond regarding the failure service
2. The customers have been given a easy way to
deliver their problem
3. Lazada have a good monitoring process in doing
service recovery
4. The action that lazada make to resolve the failure
service is good
5. Customer service of Lazada serve the customer’s
nicely
6. Lazada give the best performance solve the failure
service
7. Lazada give empathy to customers in resolve the
problem
8. Lazada say sorry regarding the failure services
9. The problem solving of failure service is flexible
10. Lazada offer additional service regarding the
failure service such as free delivery fee
Dependent Variable
Behavioral
Loyalty
Tasya (2014) 1. I will be loyal to Lazada
2. When I want to do the transaction, Lazada will be
31
my first choice
3. I will not Switch to others e-commerce
4. I will recommended Lazada to others
5. I will keep doing transaction in Lazada
Demographic
Ismail (2014) 1.gender
2. age
3. job status
4. Domicile
5.favorite online shop
6.last six month transaction on online shop
Filtered Question
Researcher Have you done transaction in Lazada for 3 times?
3.4 Measurement Model
3.4.1 Validity
Clooper and Shcindler (2006) mentioned there are two types of validity, those
are content validity and construct validity. The content validity has done before
the questionnaire is distributed to the respondents. The contents validity is
based on the previous research or the previous journal. The content validity
also has discussed and consulted with the Business Administration expert who
is the advisor of this thesis. Then, the construct validity is determining the
theoretical questionnaire (Clooper and Shcindler, 2006). For the construct
validity the researcher uses the statistical software to check that data valid or
not.
The purpose of the validity test is to know the understanding of the respondents
regarding the questionnaire (Hermayanti, 2016). The variable will be
categorized as valid if the respondent’s understanding is equal and it can be
categorized if not. Then, the researchers need to change or removed it.
32
To find the valid data there are 4 criteria that must be full filled by the variable.
Those criteria are using KMO MSA (Kaiser-Meyer-Olkin) and Bartlett’s Test,
Communalities, Total Variance Explained and Rotated Component Matrix
(Malhotra, 2010).
1. KMO MSA (Kaiser-Meyer-Olkin) and Bartlett’s Test
The purpose of the KMO MSA is to know is variables appropriate or not,
and the value of the KMO MSA have to between 0.5 and 1. When the value
is less than .5 it means there is unexplained variables among variables
(Malhotra, 2010). Since the Bartlett’s test is to knowing or to assess the
correlation among variables and the value of Bartlett’s test have to less than
0.05 (Malhotra, 2010).
2. Communalities
In this step, the communalities have ability to answer the factors or
variables explained (Tasya, 2014). The ideal classified for the
communalities have to bigger than 0.5. the communalities use to find the
ideal factors in the research (Malhotra, 2010).
3. Total Variance Explained
Malhotra (2010) mentioned the ideal number of the total variance is bigger
than 60%. This numbers shown the satisfactory level of the cumulative
percentage extracted by the variables. It also used to minimize the loading
varimax rotation is used (Tasya, 2014).
4. Rotated Component Matrix
The table rotated component matrix shown the loading factors in the
variables. This table can classify the variables. The criterion of the rotated
component matrix is there is no found the crossing factors (Ismail, 2014).
33
3.4.2 Reliability Test
Reliability test is test or an instrument that use to find the consistency of the
variables (Henry, 2012). A few methods exist to deciding the reliability of a
measuring instrument. Robert (2006) citied on Ismail (2014) mention there two
classes of this methods: external consistency technique and internal consistency
technique. For the external consistency technique divided into: Test-retest
method and Parallel manifestations method. And for the internal consistency
technique divided into: Split-half technique method, Cronbach's alpha method,
and Item Analysis method (ismail, 2014).
To check the reliability in this research researcher tend to use the cronbach’s
alpha method since there was many researchers use cronbach’s alpha in
previous research. Cronbac’s alpha can be defined by the equation:
Cronbach’s α =
Where:
N = Number of items
C = the average inter-item covariance among the items
= the average variance
To measure the reliability, the value of the conbach’s alpha has to bigger than
0.6 (Youseff, 2011). If the cronbach’s alpha is less than 0.6, it means the
unsatisfactory reliability (Tasya, 2014). In others case if the cronbach’s alpha
is closely below 0.6 still acceptable (Kehoe, 1995).
3.5 Data Collection Procedure
The researcher decided to use the electronically questionnaire to distribute
the questionnaire by using Google Drive. This electronic questionnaire can
minimize the time and cost to find the size of the respondents that researcher
wants. The researcher wants to find 300 of the respondents that already do
transaction on Lazada for 3 times. To find that kind of respondents the
34
researcher provide a question to filter the respondents, the question is “Have
you done the transaction for 3 times?” if the respondents answers YES they
can continue to the next question and if the respondents answer NO they can
stop to full fill the questionnaire.
The researcher has distributed the questionnaire to 367 respondents. The
researcher found 303 respondents that have done the transaction for 3 times
and 64 respondents have not done transaction for 3 times. Then, the
researcher goes to analyze data from 303 respondents.
Figure 3.1
Respondents by Criteria
Source: Primary Data
3.6 Data Analysis
3.6.1 Demography
In the demography data researcher will use graphs to describe it. The
information that will be described is Gender, Age, Domicile, Job Status, last
Transaction for six months, and Favourite e-commerce. This analyze will
explain the percentage and number of respondents each questions.
3.6.2 Descriptive Analysis
Next is the Descriptive Analysis, in this part the researcher will describe the
respondent’s answer for each questions. The question that will be described is
the valid question based on the statistical result.
Not yet, 64
Already, 303
35
3.7 Hypotheses Testing
The hypotheses that researcher contract before will tested by the Structural
Equation Model (SEM). This technique have provided by the statistical efficiency
and the ability to access the relationship among variables (Kassim, 2010). ). In its
most straightforward sense, SEM gives the fitting and most productive and
estimation method for an arrangement of particular multiple relapse equation
assessed simultaneously. In the hypotheses testing will be dividing in to three
parts:
3.7.1 Selecting the Type of Input Matrix and Proposed Estimated
Model
For the Structural Equation Model the researcher uses the maximum likelihood
method (ML). This method requires the numbers of the respondents are 200 - 400
respondents, since the respondents have 303 numbers of respondents, so this
method is allowed. If the number of respondents is high, it will be made the poor
of good fit model.
3.7.2 Construct the Path Diagram and Change into Structural
Equation
In this step the researcher will make the relationship among variables. The first
one is the relationship between independent variable to mediating variables. Then,
researcher makes the relationship between mediating variables and dependents
variables. After construct the diagram the researcher goes to the next step.
3.7.3 Evaluating Estimated Model
The next is the researcher has to analyze the relationship based on the good fit
model. There are several indicators on good fit model. Those are: The probability
of chi square, CMIN/DF, GFI, RMSEA, AGFI, TLI, NFI, and CFI. All those
indicators of good fit will explained in the table below (Table 3.2)
36
Table 3.2
Measuring Model Fit
No MEASUREMENT
DEGREE OF
COMPATIBILITY
DESCRIPTION
ACCEPTABLE
LEVEL
MATCH
1. Chi Square
Normed chi square
(x2/df)
Testing whether the
estimated population
covariance same with
sample covariances
(whether the model fits the
data)
The ratio between the
values of chi square with
degree of freedom
Lower limit = 1.0
After limit = 2.0 or
3.0
P < 0.05
x2/df > 5
2. Goodness of Fit Indices
(GFI)
Measure the accuracy of
the model in generating
observed covariance
matrix
GFI ≥ 0.90
3. The minimum sample
discrepancy function
divided with degree of
freedom (CMIN/DF)
Statistic chi square divided
degree of freedom
0.05 < CMIN/DF
> 5
4. Adjusted goodness of Fit
Index (AGFI)
AGFI is the development
of GFI adjusted for degree
AGFI ≥ 0.90
5. Root Mean Square Error
of Aproximation
(RMSEA)
The average difference in
degree of freedom which
is expected to occur in
population, and not the
sample
RMSEA ≤ 0.08
(good fit)
RMSEA < 0.05
(close fit)
37
6. Comparative Fit Index
(CFI)
Feasibility test of the
proposed model with the
basic model. If CFI closer
to 1, indicating the highest
level of fit
Lower limit = 0
Upper limit =1
CFI ≥ 0.90
7. Tucker Lewis Index
(TLI)
Comparing a model that
was tested against a
baseline model. The size
measure combains
parsimony into a
comparative index
between the proposed
model and null model.
Lower limit =0
Upper limit =1.0
TLI ≥ 0.90
Source: Ismail (2014)
Based on the table above can be summarized:
Table 3.3
Summary of Good Fit Measurement
Criteria Good Fit Value Interpretation
Chi Square P < 0.05 Accepted
CMIN/DF 0.05 < x <5 Good fit
RMSEA 0.05 ≤ ≤ 0.08 Good fit
GFI ≥ 0.90 Good fit
AGFI ≥ 0.90 Good fit
CFI ≥ 0.95 Good Fit
TLI ≥ 0.90 Good Fit
Source: Ismail (2014)
38
CHAPTER IV
ANALYSIS AND INTERPRETATION
1.1 Company Profile
Lazada.co.id is the most popular e-commerce in Indonesia based on the
NusataraResearch (2015). Lazada.co.id establish on 2012 and one of the
member of the Lazada group in South East Asia. The member of Lazada
group in South East Asia is Lazada Indonesia, Lazada Malaysia, Lazada
Thailand, Lazada Vietnam, and Lazada Filipina. That group is established
by the Rocket Internet Company from Germany.
Lazada Indonesia focuses on the B2C commerce model or Business to
Customers. This kind of commerce can give an opportunity to the
customers directly to do transaction in Lazada website. This commerce
makes the customers easily to do transaction; the customers’ just need to
order from the website and the Lazada will be directly deliver the product
to the customers.
Lazada.co.id also provides the COD (cost on delivery) service. This kind
of service is created to anticipate the customers that who do not trust in
lazada.co.id. So, the customers can directly pay the product to the
lazada.co.id without do the banking transaction. Then, Lazada.co.id also
provides the credit payment to the customers.
Lazada.co.id sells many varieties of products, such as: electronic devices,
accessories, toys, beauty product, gym equipment/tool, Household
electronic, automotive, medicine, Music and Instrument, and Books. That
kind of product category will be categorized in website of lazada. Ti will
make the customers easily to find their product in the website.
39
4.2 Demography Data
4.2.1 Gender
Figure 4.1
Respondents by Gender
Source: Primary Data
The graphic above shown from 303 respondents, Women is the highest
user of Lazda.co.id. The percentage of women is 72% or equal to 217
respondents and for the man 28% or equal to 86 respondents.
4.2.2 Age
Figure 4.2
Respondents by Age
Source: Primary Data
From the figure above, it is known that the respondents are mostly
come from the range of age between 23 – 27 years old (49.83% or equal
to 151 respondents). Followed by respondents whose age between 18 – 22
years old (41.91% or equal to127 respondents) and 28 – 32 years old
(7.92% or equal to 24 respondents). The rest .33% is respondent’s age
between <17 years old (equal to 1 respondent).
Man 28%
Woman 72%
<17 years old,
0.33%
18-22 years old 41.91%
23-27 years old, 49.83%
28-32 years old,
7.92%
40
4.2.3 Occupation
Figure 4.3
Respondents by Occupation
Source: Primary Data
The graph above describe the occupation the respondents. In this research
there are 3 criteria of occupation: Students, worker and house wife. The
highest one is students with number 48.2% or equal to 146 respondents.
Followed by Workers with 46.2% or equal to 140 respondents. The rest is
House wife with 5.6% or equal to 17 respondents.
4.2.4 Domicile
Figure 4.4
Respondents by Domicile
Source: Primary Data
This research has done in Jakarta region which are East Jakarta, North
Jakarta, Central Jakarta, West Jakarta, and South Jakarta. From the graph
above most of the respondents live in West Jakarta with percentage 26.7%
or equal to 81 respondent. The next is respondents who lived in South
Students, 48.2%
Workers, 46.2%
House wife, 5.6%
Central, 17.2%
West, 26.7% South,
25.4%
East, 22.4%
North, 6.3%
Others, 2.0%
41
Jakarta with percentage 25.4% or equal to 77 respondents. Followed by
East Jakarta with 22.4% or equal to 68 respondents that live in there. Next
is Central Jakarta 17.2% or equal to 52 respondents and North Jakarta
there is 6.3% or equal to 19 respondents. The rest is live outside of Jakarta
with the percentage 2.0% or equal to 6 respondents.
4.2.5 The Common E-commerce that Respondents Use
Figure 4.5
Respondents by The Common E-commerce that Respondents Use
Source: Primary Data
Based on the figure above shown the favourite e-commerce for the
respondents are Lazada.co.id 77.6%, followed by Toko Pedia 10.6%,
Mataharimall.co.id 4.3% and 3.3% use Bukalapak. In other way there are
4.3% of the respondent that willing the others e-commerce.
4.2.6 Nominal Transaction in the Last Six Months
Figure 4.6
Respondents by The Last 6 Months Transactions
Source: Primary Data
Bukalapak.com, 3.3%
Lazada.co.id,
77.6%
Mataharimall
.com, 4.3%
Toko Pedia, 10.6%
Others, 4.3%
≤ IDR 200,000,
4.3%
≥IDR 800,001, 23.4%
IDR 200,001 - 500,000, 28.1%
IDR 500,001 - 800,000,
44.2%
42
The graph above shown the transaction that respondent did in the last six
months. The highest transaction is IDR 500,001 - 800,000 with 44.2% or
equal to 134 respondents. The second transaction is IDR 200,001 -
500,000 with percentage 28.1% or equal to 85 respondents. The next is
≥IDR 800,001 with percentage 23.4% or equal to 71 respondents. The last
is ≤ IDR 200,000 with percentage 4.3% or equal to 13 respondents.
4.3 Data Analysis
To analyze the collected data, the tool that be used is SPSS. The rules and steps
that follow in here as explained in chapter III, which is consists of validity and
reliability data analysis and hypothesis testing using Structural Equation Modeling
(SEM).
In fact, all data that input here has passed the validity and reliability test earlier.
And below are the factors that really valid to be used.
4.3.1 Validity Test
It is important to check the validity of the measurement tools used in this
research, to know whether the result of research is truthfully
represent the concept in reality. Thus, after obtaining data from
respondents, the researcher tested the validity by using Factor Analysis.
The criteria of factor analysis are Kaiser-Meyer-Olkin Measure of
Sampling Adequacy (KMO MSA), Bartlett‟s Test of Sphericity,
Communalities, Total Variance and Rotated Component Matrix.
A. Independent Variables
1. KMO and Bartlett’s Test
There are 18 questions in the Independents variable that have to
analyze. Those come from: 4 questions from Reputation variable, 5
questions from Easy to Use variable, 3 questions from Information
Quality, and 5 questions from Website Atmosphere variable. From
those 18 questions the researcher need to delete 10 questions to find
the valid data analysis based on the criteria. The questions that
43
researcher removed are question number 1 and 2 from reputation,
question number 1, 4 and 5 from Easy to Use variable, question
number 1 from information quality, and question number 2,3 and 5
from Website Atmosphere variable. After removed those question
researcher found the KMO MSA is .866 bigger than .5 it means the
data pass the KMO MSA test. The number of Bartlett’s Test shown
.000. It means there is the relationship among the Independent
variables.
Table 4.1
KMO MSA and Bartlett’s Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .866
Bartlett's Test of Sphericity
Approx. Chi-Square 775.734
Df 28
Sig. .000
Source: Statistical Software Result
2. Communalities
To measure the validity data, Communalities are very important with
the aim to share variance with other entire variable. To pass the
communalities test, the variables must have value greater than 0.5.
After done the KMO and Bartlett’s Test and removed 10 questions
from Independent variable researcher found the communalities. There
are 8 questions that have passed the communalities analysis. Question
number 3 and 4 from Reputation variable, questions number 2 and 3
from Easy to Use variable, question number 4 and 1 from Website
Atmosphere variables and all of those question shown the number of
Extraction bigger that .5. It means the data passed the communalities
test.
44
Table 4.2
Communalities Independent Variable
Source: Statistical Software Result
3. Total Variance Explained
Total Variance explained is the variance cumulative explained by each
variable. The criterion to pass variance explained is to be must greater
than 60%. Based on the analysis the researcher found the number of Total
Varian Explained is 77.483%, bigger than 60%. It means the data pass the
Total Variance Explained test.
Table 4.3
Total Variance Explained Independent Variable
Source: Statistical Software Result
Communalities
Initial Extraction
R3 1.000 .779
R4 1.000 .810
ETU2 1.000 .755
ETU3 1.000 .742
IQ2 1.000 .833
IQ3 1.000 .753
WA4 1.000 .685
WA1 1.000 .842
Extraction Method: Principal
Component Analysis.
Compo
nent
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 3.809 47.614 47.614 3.809 47.614 47.614 1.595 19.937 19.937
2 .965 12.069 59.683 .965 12.069 59.683 1.565 19.563 39.500
3 .773 9.661 69.344 .773 9.661 69.344 1.564 19.556 59.056
4 .651 8.139 77.483 .651 8.139 77.483 1.474 18.428 77.483
45
4. Rotated Component Matrix
Rotated Component Matrix shows how many factors that extracted in a
variable. In this research the factors that extracted. In this research
there are 4 factors on the Independent variables. Those are: Reputation,
Easy to Use, Information Quality and Website Atmosphere. The
criteria of the Rotated Component Matrix are: there is no crossing
factor and the number of extraction has to bigger that .5. Based on the
analysis there is no crossing factors founded and there is no the
number of extraction below .5. It means the data passes the Rotated
Component Matrix analysis.
Table 4.4
Rotated Component Matrix Independent Variable
Rotated Component Matrixa
Component
1 2 3 4
R4 .841
R3 .804
ETU2 .806
ETU3 .789
IQ2 .866
IQ3 .758
WA1 .902
WA4 .707
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 5 iterations.
Source: Statistical Software Result
46
B. Mediating Factors
1. KMO And Bartlett’s Test
For the mediating variable analysis there are 28 questions than have to
be analyzed. 6 question from Switching Cost, 6 questions from
Interpersonal Relationship, 6 question from Attractiveness of
Alternative and 10 questions from Service Recovery. After done the
data analysis the researcher needs to remove 13 questions. Those are:
question number 3 and 5 on Switching Cost, questions number 2 and 5
on Interpersonal Relationship, question number 1, 2 and 6 on
Attractiveness of Alternative and question number 1, 2,3,7,9 and 10 on
Service Recovery.
After removed those questions the researcher found the KMO MSA is
.934, bigger than .5 and it pass the KMO criteria. The Bartlett’s Test is
also shown the relationship among variables by number .000 on the
data analysis.
Table 4.5
KMO MSA and Bartlett’s Test Mediating Variable
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .934
Bartlett's Test of Sphericity
Approx. Chi-Square 1769.077
Df 105
Sig. .000
Source: Statistical Software Result
2. Communalities
In the communalities all the question have shown the valid extraction
numbers that bigger than .5. For the mediating variable also passed the
communalities analysis.
47
Table 4.6
Communalities Mediating Variable
Communalities
Initial Extraction
SC1 1.000 .579
SC2 1.000 .689
SC4 1.000 .538
SC6 1.000 .743
IR1 1.000 .553
IR3 1.000 .702
IR4 1.000 .686
IR6 1.000 .605
AOA3 1.000 .524
AOA4 1.000 .735
AOA5 1.000 .734
SR4 1.000 .623
SR5 1.000 .636
SR6 1.000 .594
SR8 1.000 .580
Extraction Method: Principal
Component Analysis.
Source: Statistical Software Result
After done the KMO and Bartlett’s test and removed 13 question on
mediating variables researcher found 15 question than have pass the
communalities criteria. Question number 1, 2, 4 and 6 on Switching
cost, questions number 1, 3, 4, and 6 on Interpersonal Relationship,
question numbers 3, 4, and 5on Attractiveness of Alternative and
questions numbers 4, 5, 6, and 8 on Service Recovery.
3. Total Variance Explained
The data analysis on the mediating variables showed numbers
63.477% and that numbers bigger than 60%. The data passed the
analysis.
48
Table 4.7
Total Variance Explained Mediating Variable
Com
pone
nt
Initial Eigen values Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 6.461 43.072 43.072 6.461 43.072 43.072 2.641 17.605 17.605
2 1.199 7.990 51.063 1.199 7.990 51.063 2.545 16.968 34.573
3 1.029 6.862 57.925 1.029 6.862 57.925 2.422 16.148 50.720
4 .833 5.552 63.477 .833 5.552 63.477 1.913 12.756 63.477
Extraction Method: Principal Component Analysis.
Source: Statistical Software Result
4. Rotated Component Matrix
Table 4.8
Rotated Component Matrix Mediating Variable
Component
1 2 3 4
SR5 .731
SR4 .714
SR6 .691
SR8 .651
SC6 .808
SC2 .774
SC1 .591
SC4 .540
IR3 .771
IR4 .728
IR1 .605
IR6 .550
AOA4 .829
AOA5 .820
AOA3 .501
Extraction Method: Principal Component Analysis.
Source: Statistical Software Result
49
On the data analysis the researcher did not find the crossing factors on
the analysis and also the researchers did not find the numbers
Extraction variables under .5. It means mediating variable passed the
data analysis. In mediating analysis researcher also mentioned 4
factors on analysis. Those are Switching Cost, Interpersonal
Relationship, Attractiveness of Alternative and Service Recovery.
C. Dependent Variable
1. KMO and Bartlett’s Test
On the Dependent variable the research put 5 questions and there is no
removed question on this analysis. The researcher found the number
KMO MSA .834, it bigger than .5 and it means passed. The Bartlett’s
test also showed the .000. It means the data is significant.
Table 4.9
KMO MSA and Bartlett’s Test Dependent Variable
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .834
Bartlett's Test of Sphericity
Approx. Chi-Square 618.200
Df 10
Sig. .000
Source: Statistical Software Result
2. Communalities
On the communalities testing the depended variable passed the test. All
the questions have numbers of Extraction bigger than .5. So the data
pass the communalities analysis.
50
Table 4.10
Communalities Dependent Variable
Communalities
Initial Extraction
BL1 1.000 .686
BL2 1.000 .658
BL3 1.000 .593
BL4 1.000 .508
BL5 1.000 .689
Extraction Method: Principal
Component Analysis.
Source: Statistical Software Result
3. Total Variance Explained
The number of the Total Variance Explained on the dependent variable
showed 62.683%. That number is bigger than 60% on the criteria. So,
the Dependent variable passes this analysis.
Table 4.11
Total Variance Explained Dependent Variable
Component Initial Eigen values Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.134 62.683 62.683 3.134 62.683 62.683
2 .683 13.652 76.336
3 .476 9.511 85.847
4 .375 7.496 93.342
5 .333 6.658 100.000
Extraction Method: Principal Component Analysis.
Source: Statistical Software Result
4.3.2 Reliability Test
The reliability of variables is tested separately, and only the questions
which have passed the previous validity test that will be included.
51
Table 4.12
Reliability Test of Variables
Source: Statistical Software Result
It can be seen that all the variables has the high value of Cronbach‟s
Alpha which is more than 0.6, which means that all the questions are
reliable and consistent on measuring the specific object.
4.3.3 Descriptive Analysis
In the descriptive analysis, the research will analyze further about the
result of each question conducted in the survey. The question that will be
summarized is the valid question based on the statistical analysis. The
questions are answered by 7 points of Likert scale, ranging from 1
to 7, which means 1 is strongly disagree, 2 is disagree, 3 is slightly
disagree, 4 is neutral, 5 is slightly agree, 6 is agree, and 7 is strongly
agree. The respondents‟ answers will be summarized as follow:
No Variables Questions Cronbach’s
Alpha
1 Reputation R3 and R4 .738
2 Easy to Use ETU2 and ETU3 .673
3 Information Quality IQ2 and IQ3 .732
4 Website Atmosphere WA1 and WA4 .655
5 Switching Barrier SC1, SC2, SC4,sc6, IR1,
IR3, IR4, IR6, AOA3,
AOA4, AOA5, SR4, SR5,
SR6, and SR8
.904
6 Behavioral Loyalty BL1, BL2, BL3, BL4, and
BL5
.850
52
A. Independent Variable
Figure 4.7
Reputation Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Reputation’s questions. The first is question number 3 from Reputation
factor “Lazada is the biggest online shop in Indonesia”. Based on that
question there are 42.9% of the customers choose slightly agree,
followed by 28.1% of the respondents are agree, 18.5% of the
respondents are neutral, 5.9% of the respondents are slightly disagree,
2.6% of the respondents are strongly agree, 2.0% of the respondents
are disagree, and there is no respondents choose strongly disagree.
Then, for the reputation’s question number 4 “Lazada is one of the
biggest players in online market”. Based on that question there are
41.3% of the customers choose slightly agree, followed by 26.1% of
the respondents are agree, 22.4% of the respondents are neutral, 4.3%
of the respondents are slightly disagree, 3.6% of the respondents are
strongly agree, 2.0% of the respondents are disagree, and 0.3% of
respondents choose strongly disagree.
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 2.0% 5.9%
18.5%
42.9%
28.1%
2.6%
Lazada is the biggest online shop in Indonesia
Question R3
0.0%
50.0%
1 2 3 4 5 6 7
0.3% 2.0% 4.3% 22.4%
41.3% 26.1%
3.6%
Lazada is the one of the biggest players in online market
Question R4
53
Figure 4.8
Easy to Use Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the Easy
to Use’s questions. The first is question number 2 from Easy to Use
factor “The transaction process on Lazada is easy and secure”. Based on
that question there are 38% of the customers choose slightly agree,
followed by 34.3% of the respondents are agree, 21.8% of the
respondents are neutral, 3.3% of the respondents are slightly disagree,
2.6% of the respondents are strongly agree, and there is no respondents
choose slightly disagree and strongly disagree. Then, the Easy to Use’s
question number 3 “The delivery process on Lazada is easy and
secure”. Based on that question there are 49.8% of the customers
choose slightly agree, followed by 26.4% of the respondents are agree,
17.8% of the respondents are neutral, 3% of the respondents are
strongly agree, 2.6% of the respondents are slightly disagree, 0.3% of
the respondents are disagree, and there is respondents choose strongly
disagree.
0.0%
20.0%
40.0%
1 2 3 4 5 6 7
0.0% 0.0% 3.3%
21.8%
38.0% 34.3%
2.6%
The transaction process on Lazada is easy and secure
Question ETU2
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 0.3% 2.6% 17.8%
49.8%
26.4%
3.0%
The delivery process on Lazada is easy and secure
Question ETU3
54
Figure 4.9
Information Quality Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Information Quality’s questions. The first is question number 2 from
Information Quality factor “I have believed with the information that
Lazada provide”. Based on that question there are 39.3% of the
customers choose agree, followed by 36.6% of the respondents are
slightly agree, 16.8% of the respondents are neutral, 3.6% of the
respondents are slightly disagree, 3.3% of the respondents are strongly
agree, 0.3% of the respondents are disagree, and there is no respondents
choose strongly disagree. Then, the Information Quality’s question
number 3 “The information that given by Lazada is appropriate with my
expectation”. Based on that question there are 43.6% of the customers
choose slightly agree, followed by 28.1% of the respondents are agree,
17.8% of the respondents are neutral, 5.9% of the respondents are
strongly agree, 4.3% of the respondents are slightly disagree, 0.3% of
the respondents are disagree, and there is no respondents choose
strongly disagree.
0.0%
20.0%
40.0%
1 2 3 4 5 6 7
0.0% 0.3% 3.6%
16.8%
36.6% 39.3%
3.3%
I have believed with the information that Lazada …
Question IQ2
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.3% 4.3% 17.8%
43.6% 28.1%
5.9%
The information that given by lazada is appropriate with my …
Question IQ3
55
Figure 4.10
Website Atmosphere Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Website Atmosphere’s questions. The first is question number 1 from
Website Atmosphere factor “Website Lazada have a good design”.
Based on that question there are 44.6% of the customers choose slightly
agree, followed by 28.1% of the respondents are agree, 21.5% of the
respondents are neutral, 3.6% of the respondents are slightly disagree,
2.0%% of the respondents are strongly agree, 0.3% of the respondents
are disagree, and there is no respondents choose strongly disagree.
Then, the Website Atmosphere’s question number 4 “I have enjoyed
when using Lazada”. Based on that question there are 4i.9% of the
customers choose slightly agree, followed by 36% of the respondents
are agree, 15.5% of the respondents are neutral, 3.6% of the
respondents are strongly agree, 2.6% of the respondents are slightly
disagree, 0.3% of the respondents are disagree, and there is no
respondents choose strongly disagree.
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 0.3% 3.6%
21.5%
44.6% 28.1%
2.0%
Wesibsite lazada have good design
Question WA1
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 0.3% 2.6% 15.5%
41.9% 36.0%
3.6%
I have enjoyed when I use Lazada.co.id
Question WA4
56
B. Mediating Variable
Figure 4.11
Switching Cost Variable Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Switching Cost’s questions. The first is question number 1 from
Switching Cost factor “If I used the other e-commerce, I worried that
e-commerce not like my expectation”. Based on that question there are
43.6% of the customers choose slightly agree, followed by 28.4% of
the respondents are agree, 16.5% of the respondents are neutral, 9.2%
of the respondents are slightly disagree, 1.3% of the respondents are
disagree, 1.0% of the respondents are strongly agree, and there is no
respondents choose strongly disagree. Then, the Switching Cost’s
question number 2 “I need more time to evaluate others e-commerce if
I want to switch”. Based on that question there are 37.5% of the
customers choose slightly agree, followed by 30.4% of the respondents
are agree, 18.5% of the respondents are neutral, 7.6% of the
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 1.3% 9.2%
16.5%
43.6%
28.4%
1.0%
If I used the other e-commerce, I worried that e-commerce not …
Question SC1
0.0%
20.0%
40.0%
1 2 3 4 5 6 7
0.3% 3.3% 7.6% 18.5%
37.0% 30.4%
3.0%
I need more time to evaluate others e-commerce if I want to …
Question SC2
0.0%
50.0%
1 2 3 4 5 6 7
0.3% 3.3% 8.9% 17.2%
43.6% 26.4%
0.3%
If I switch to other e-commerce, I will find the hard way to start it.
Quetion SC4
0.0%
50.0%
1 2 3 4 5 6 7
1.3% 3.6% 8.3% 22.8%
40.6%
20.5% 3.0%
If I switch to other e-commerce I will need more cost
Question SC6
57
respondents are slightly disagree, 3.3% of the respondents are disagree,
3.0% of the respondents are strongly agree, and 0.3% respondents
choose strongly disagree. Next, the Switching Cost’s question number
4 “If I switch to other e-commerce, I will find the hard way to start it”.
Based on that question there are 43.6% of the customers choose
slightly agree, followed by 28.4% of the respondents are agree, 16.5%
of the respondents are neutral, 9.2% of the respondents are slightly
disagree, 1.3% of the respondents are disagree, 1.0% of the
respondents are strongly agree, and there is no respondents choose
strongly disagree. The last is Switching Cost’s question number 6 “If I
switch to other e-commerce I will need more cost”. Based on that
question there are 40.6% of the customers choose slightly agree,
followed by 22.8% of the respondents are neutral, 20.5% of the
respondents are agree, 8.3% of the respondents are slightly disagree,
3.6% of the respondents are disagree, 3.0% of the respondents are
strongly agree, and 1.3%respondents choose strongly disagree.
Figure 4.12
Interpersonal Relationship Variable Chart of Data Summary
Source: Primary Data
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.3% 4.0%
28.1%
47.5%
19.8%
0.3%
I think the customers service of lazada have a good …
Question IR1
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.3% 3.3% 19.8%
49.8%
25.7%
1.0%
I enjoy doing consultation with customers service lazada
Question IR3
58
Figure 4.12
Interpersonal Relationship Variable Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Interpersonal Relationship’s questions. The first is question number 1
from Interpersonal Relationship factor “I think the customers service of
lazada have a good communication with customers”. Based on that
question there are 47.5% of the customers choose slightly agree,
followed by 28.1% of the respondents are neutral, 19.8% of the
respondents are agree, 4% of the respondents are slightly disagree,
0.3% of the respondents are disagree, 0.3% of the respondents are
strongly agree, and there is no respondents choose strongly disagree.
Then, the Interpersonal Relationship’s question number 3 “I enjoy
doing consultation with customer’s service lazada”. Based on that
question there are 49.8% of the customers choose slightly agree,
followed by 25.7% of the respondents are agree, 19.8% of the
respondents are neutral, 3.3% of the respondents are slightly disagree,
1% of the respondents are strongly agree, 0.3% of the respondents are
disagree, and there is no respondents choose strongly disagree. Next,
the Interpersonal Relationship’s question number 4 “I have a good
relationship with customer’s service lazada”. Based on that question
there are 42.9% of the customers choose slightly agree, followed by
27.1% of the respondents are agree, 20.5% of the respondents are
neutral, 5.3% of the respondents are slightly disagree, 3.3% of the
0.0%
50.0%
1 2 3 4 5 6 7
0.7% 0.3% 5.3% 20.5%
42.9% 27.1%
3.3%
I have a good relationship with …
Question IR4
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 1.0% 7.6% 18.5%
42.6% 28.4%
2.0%
I always do sharing among …
Question IR6
59
respondents are strongly agree, 0.7% of the respondents are strongly
disagree, and 0.3% of the respondents choose slightly disagree. The last
is Interpersonal Relationship’s question number 6 “I always do sharing
among Customers Lazada”. Based on that question there are 42.6% of
the customers choose slightly agree, followed by 28.4% of the
respondents are agree, 218.5% of the respondents are neutral, 7.6% of
the respondents are slightly disagree, 2% of the respondents are
strongly agree, 1% of the respondents are disagree, and there is no
respondents choose strongly disagree.
Figure 4.13
Attractiveness of Alternative Variable Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Attractiveness of Alternative’s questions. The first is question number 3
from Attractiveness of Alternative factor”I am not interest with other e-
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 1.3% 6.9% 20.1%
46.5%
25.1%
0.0%
I am not interest with other e-commerce cause Lazada have a …
Question AOA3
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.3% 0.0% 2.0% 6.3% 20.5%
47.2%
23.8%
I am not interest with other e-commerce cause Lazada have …
Question AOA4
0.0%
20.0%
40.0%
1 2 3 4 5 6 7
0.0% 0.3% 2.0% 5.3% 16.8%
38.9% 36.6%
I am not interest with other e-commerce cause Lazada has the …
Question AOA5
60
commerce because Lazada have a complete products variety”. Based on
that question there are 46.5% of the customers choose slightly agree,
followed by 25.1% of the respondents are agree, 20.1% of the
respondents are neutral, 6.9% of the respondents are slightly disagree,
1.3% of the respondents are disagree, and there is no respondents
choose strongly disagree and strongly angree. Then, the Attractiveness
of Alternative’s question number 4 “I am not interest with other e-
commerce because Lazada have the Cost on Delivery (COD) service”.
Based on that question there are 47.2% of the customers choose agree,
followed by 23.8% of the respondents are strongly agree, 20.5% of the
respondents are slightly agree, 6.4% of the respondents are neutral, 2%
of the respondents are slightly disagree, 0.3% of the respondents are
strongly disagree, and there is no respondents choose disagree. Next,
the Attractiveness of Alternative’s question number 5 “I am not interest
with other e-commerce because Lazada has the credit payment service”.
Based on that question there are 38.9% of the customers choose agree,
followed by 36.6% of the respondents are strongly agree, 16.8% of the
respondents are slightly agree, 5.3% of the respondents are neutral, 2%
of the respondents are slightly disagree, 0.3% of the respondents are
disagree, and there is no respondents choose slightly disagree.
Figure 4.14
Service Recovery Variable Chart of Data Summary
Source: Primary Data
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.7% 3.0% 13.5%
50.8%
30.7%
1.3%
Lazada have a good monitoring process in doing service recovery
Question SR4
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.0% 4.6% 13.5%
50.8%
29.0%
2.0%
The action that lazada make to resolve the failure service is good
Question SR5
61
Figure 4.14
Service Recovery Variable Chart of Data Summary
Source: Primary Data
The figure above shown the summary of respondents based on the
Service Recovery’s questions. The first is question number 4 from
Service Recovery factor “Lazada have a good monitoring process in
doing service recovery”. Based on that question there are 50.8% of the
customers choose slightly agree, followed by 30.7% of the respondents
are agree, 13.5% of the respondents are neutral, 3% of the respondents
are slightly disagree, 1.3% of the respondents are strongly agree, 0.7%
of the respondents are disagree, and there is no respondents choose
strongly disagree. Then, the Service Recovery’s question number 5
“The action that Lazada make to resolve the failure service is good”.
Based on that question there are 50.8% of the customers choose slightly
agree, followed by 29% of the respondents are agree, 13.5% of the
respondents are neutral, 4.6% of the respondents are slightly disagree,
2.0% of the respondents are strongly agree, and there is no respondents
choose disagree and strongly disagree. Next, the Service Recovery’s
question number 6 “Customer service of Lazada serves the customer’s
nicely”. Based on that question there are 42.6% of the customers choose
slightly agree, followed by 36.6% of the respondents are agree, 15.8%
of the respondents are neutral, 3.6% of the respondents are slightly
disagree, 1.3% of the respondents are strongly agree, and there is no
respondents choose disagree and strongly disagree. The last is Service
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 0.0% 3.6% 15.8%
42.6% 36.6%
1.3%
Customer service of Lazada serve the customer’s nicely.
Question SR6
0.0%
50.0%
1 2 3 4 5 6 7
0.0% 1.0% 3.0% 15.8%
45.2% 31.7%
3.3%
Lazada give empathy to customers in resolve the problem
Question SR8
62
Recovery’s question number 8 “Lazada give empathy to customers in
resolve the problem”. Based on that question there are 45.2% of the
customers choose slightly agree, followed by 31.7% of the respondents
are agree, 15.5% of the respondents are neutral, 3.3% of the
respondents are strongly agree, 3% of the respondents are slightly
disagree, 1% of the respondents are disagree, and there is no
respondents choose strongly disagree.
C. Dependent Variable
Figure 4.15
Independent Variable Chart of Data Summary
Source: Primary Data
0.0%
50.0%
100.0%
1 2 3 4 5 6 7
0.0% 3.0% 5.0% 27.7%
55.8%
8.6% 0.0%
I will be loyal to Lazada
Question BL1
0.0%
20.0%
40.0%
1 2 3 4 5 6 7
0.0% 4.6% 6.3% 20.1%
30.0% 38.3%
0.7%
When I want to do the transaction, Lazada will be my first choice
Question BL2
0.0%
50.0%
1 2 3 4 5 6 7
0.3% 2.0% 4.0% 19.5%
48.5%
23.4%
2.3%
I will not Switch to others e-…
Question BL3
0.0%
20.0%
40.0%
60.0%
1 2 3 4 5 6 7
0.0% 0.3% 4.3% 15.2%
55.8%
22.1%
2.3%
I will recommended Lazada to …
Question BL4
0.0%
50.0%
1 2 3 4 5 6 7
0.3% 2.0% 7.3% 15.2%
47.2%
26.1%
2.0%
I will keep doing transaction in Lazada
Question BL5
63
The figure above shown the summary of respondents based on the
Behavioral Loyalty’s questions. The first is question number 1 from
Behavioral Loyalty factor “I will be loyal to Lazada”. Based on that
question there are 55.8% of the customers choose slightly agree,
followed by 27.7% of the respondents are neutral, 8.6% of the
respondents are agree, 5% of the respondents are slightly disagree, 3%
of the respondents are disagree, and there is no respondents choose
strongly disagree and strongly agree. Then, the Behavioral Loyalty
question number 2 “When I want to do the transaction, Lazada will be
my first choice”. Based on that question there are 38.3% of the
customers choose agree, followed by 30% of the respondents are
slightly agree, 20.1% of the respondents are neutral, 6.3% of the
respondents are slightly disagree, 4.6% of the respondents are disagree,
0.7% of respondents are strongly agree and there is no respondents
choose disagree and strongly disagree. Next, the Behavioral Loyalty’s
question number 3 “I will not Switch to others e-commerce”. Based on that
question there are 48.5% of the customers choose slightly agree,
followed by 23.4% of the respondents are agree, 19.5% of the
respondents are neutral, 4% of the respondents are slightly disagree,
2.3% of the respondents are strongly agree,2% respondents are disagree
and 0.3 % of respondents are strongly disagree. And then, is Behavioral
Loyalty’s question number 4 “I will recommend Lazada to others”.
Based on that question there are 55.8% of the customers choose slightly
agree, followed by 22.1% of the respondents are agree, 15.2% of the
respondents are neutral, 4.3% of the respondents are slightly disagree,
2.3% of the respondents are strongly agree, 0.3% of the respondents are
disagree, and there is no respondents choose strongly disagree. The last,
is Behavioral Loyalty’s question number 5 “I will keep doing
transaction in Lazada”. Based on that question there are 47.2% of the
customers choose slightly agree, followed by 26.1% of the respondents
are agree, 15.3% of the respondents are neutral, 7.3% of the
respondents are slightly disagree, 2% of the respondents are strongly
64
agree and disagree in same percentage, the last 0.3% of the respondents
are strongly disagree.
4.4 Structural Equation Model (SEM)
The analysis is continued by using Structural Equation Modeling (SEM), in
order to test the truthfulness of theoretical framework and hypotheses
proposed by the researcher. There are some assessments needed to be done
before the hypotheses can be tested.
In this research there are six variables included the analysis, categorized to
three types of variables. Independent variable is E-commerce Attributes
(Reputation, Easy to Use, Information Quality and Website Atmosphere),
mediating variable is Switching Barrier and dependent variable Behavioral
Loyalty
Shown below is the result of the standardized estimates calculation of
SEM:
Figure 4.16
Frame Work
Source: Statistical Software Result
The researcher decided to analyze the results of SEM which can be
seen from the statistical software, through the steps below:
65
4.4.1 Assessing the Goodness-of-Fit
The result of SEM Model Fit that has been obtained from statistical
software, should be compared with the Good Fit cut-off value criteria as
theorized by previous researchers, and should make sure the result
passed the criteria and interpreted as acceptable.
Table 4.13
Model Fit of SEM
Criteria Good Fit Value Result Interpretation
Chi Square P < 0.05 .043 Accepted
CMIN/DF 0.05 < x <5 1.139 Good fit
RMSEA 0.05 ≤ ≤ 0.08 .179 Poor fit
GFI ≥ 0.90 .922 Good fit
AGFI ≥ 0.90 .901 Good fit
CFI ≥ 0.95 .988 Good Fit
TLI ≥ 0.90 .986 Good Fit
Source: Statistical Software Result
Based on the above, the probability level is .043 less than .05. It means
the probability is accepted. In the statistical research researcher also
found the number of chi-square is 564.553 and the degree freedom is
320. Also the value of CMIN/DF is 1.139, it also pass the criteria. So, it
can conclude the probability of chi-Square is acceptable.
The next is the value of RMSEA, the value of RMSEA is .176. Based
on Brown and Cudeck (1993) citied on Tasya (2015) the value of
RMSEA can be good fit if the value between .05 to .08, if the value
66
between .08 to .10 it consider as mediocre fit and if the value is above
0.1 it conclude as poor fit. Since the researcher found the value of
RMSEA is .179, so it concluded as a poor fit.
The value of GFI, AGFI and TLI also regard as acceptable, since the
value it bigger than .9 as the criteria. The CFI also acceptable because
the value of CFI is bigger than .95 as criteria, which means food fit.
After evaluating the statistical research, the researcher concludes that
good fit model is acceptable.
4.4.2 Modification and Interpretation of model Estimates
There is some modification on the model which is the covariance of
some errors residual. With the model tested, the statistical software that
used by the researcher, predicted there are correlation between
errors residual that is not explained in this research. With the value of
Goodness fit index indicate all the measurement in a good acceptable
fit, data is ready to be interpreted.
The researcher use Maximum Likelihood Matrix to be used in
this analysis. Through this table, the researcher could evaluate the
relationship between variables. The main point to be evaluated in this
table is the value of Critical Ratio (C.R.) and significance (P). The
value of C.R. has to be more than 1.96. While the significance value
must be less than 0.05 in order to state that the relationship is
significant and the hypothesis is accepted.
67
Table 4.14
Regression Weights (Group number 1 - Default model)
Estimate S.E. C.R. P Label
S.BARR <--- RPT .282 .093 3.036 .002
S.BARR <--- ETU -.006 .168 -.034 .973
S.BARR <--- IQ .371 .123 3.017 .003
S.BARR <--- WA .192 .087 2.213 .027
B.LOYALT
Y
<--- S.BARR 1.093 .100 10.96
3
***
Source: Statistical Software Result Note: ***is P<0.05 or P=0.0001
Based on the table above there are four hypotheses are accepted and one
hypothesis is rejected. Meaning it meets the requirement of Regression
Weight P value have less than >.05.
Table 4.15
Hypothesis Testing
C.R P Interpretation
H1 ReputationSwitching Barrier 3.036 .002 Significant.
Hypothesis accepted
H2 Easy to Use Switching Barrier -.034 .973 Not Significant.
Hypothesis Rejected
H3 Information Quality
Switching Barrier
3.017 .003 Significant.
Hypothesis accepted
H4 Website Atmosphere
Switching Barrier
2.213 027 Significant.
Hypothesis
accepted
H5 Switching Barrier Behavioral
Loyalty
10.963 *** Significant.
Hypothesis accepted
Source: Statistical Software Result
After did the data analysis and conducting the statistical measures, the
researcher found four hypotheses are significant and accepted and one
hypothesis is not significant and rejected. More explanations regarding
those hypotheses testing explained below:
Hypothesis 1: Reputation influences the Customers Switching Barrier
The C.R. value of Reputation to Customer’s Switching Barrier is 3.036
bigger than 1.96 and the P value is .002 less than 0.05, which indicates
68
that Reputation is significantly influences Customer’s Switching
Barrier. Therefore, the Hypothesis 1 is accepted.
Hypothesis 2: Easy to Use influences the Customers Switching Barrier
The C.R. value of Easy to Use to Customer’s Switching Barrier is -.034
less than 1.96 and the P value is .973 more than 0.05, which indicates
that Reputation is not significantly influences Customer’s Switching
Barrier. Therefore, the Hypothesis 2 is rejected.
Hypothesis 3: Information Quality influences the Customers Switching
Barrier
The C.R. value of Information Quality to Customer’s Switching Barrier
is 3.017 bigger than 1.96 and the P value is .003 less than 0.05, which
indicates that Information Quality is significantly influences
Customer’s Switching Barrier. Therefore, the Hypothesis 3 is accepted.
Hypothesis 4: Website Atmosphere influences the Customers Switching
Barrier
The C.R. value of Website Atmosphere to Customer’s Switching
Barrier is 2.213 bigger than 1.96 and the P value is .027 less than 0.05,
which indicates that Website Atmosphere is significantly influences
Customer’s Switching Barrier. Therefore, the Hypothesis 4 is accepted.
Hypothesis 5: Switching Barrier influence the Behavioral Loyalty
The C.R. value of Customer’s Switching Barrier to Behavioral Loyalty
is 10.96 bigger than 1.96 and the P value is *** (.0001) less than 0.05,
which indicates that Customer’s Switching Barrier is significantly
influences Behavioral Loyalty. Therefore, the Hypothesis 5 is accepted.
The table below shows the influence or the correlation each factors. The
influence each factors shown in the estimate column.
69
Table 4.16
Standardized Regression Weights (Group number 1 - Default model)
Estimate
S.BARR <--- RPT .333
S.BARR <--- ETU -.005
S.BARR <--- IQ .427
S.BARR <--- WA .205
B.LOYALTY <--- S.BARR .870
Source: Statistical Software Result
Firstly the researcher evaluates the correlation or the relation between
independent variables (Reputation, Easy to Use, Information Quality,
and Website Atmosphere) and mediating variable (Customer’s
Switching Barrier). Switching Barrier as the Mediating variable
influences by Independent variables. The most influences independent
variable to Customer’s Switching Barrier is Information Quality 42.7
%, followed by Reputation 33.3% and the last 20.5% by Website
Atmosphere. In other way factor Easy to Use shown the negative
number (-.5%) and it less than 10%, it means factor Easy to Use is not
significantly influence the Customer’s Switching Barrier.
Secondly the researcher evaluates the relation between mediating
variable (Customer’s Switching Barrier) and dependent variable
(Behavioral Loyalty). The standardize regression weights shown the
number 87%. It means the Customer’s Switching Barrier is significantly
influences the Behavioral loyalty.
Table 4.17
Squared Multiple Correlations (Group number 1 - Default model)
Estimate
S.BARR
.725
B.LOYALTY
.756
Source: Statistical Software Result
The next is the Square Multiple Correlation; it indicates the ability of
the Independents variable as predictors to explain each variance. The
70
result of the Square Multiple Correlation shown in the table above. The
result explains Switching Barrier represent .725 or 72.5%of each
variance. The rest is 27.5% that explain with other factors that not
include in this research. Then the Behavioral Loyalty represent .756 or
75.6% of each variance and the rest 24.4% can be explained by other
factors that not include in this research.
Table 4.18
Standardized Total Effects (Group number 1 - Default model)
WA IQ ETU RPT S.BARR B.LOYALTY
S.BARR .205 .427 -.005 .333 .000 .000
B.LOYALTY .178 .372 -.005 .290 .870 .000
Standardized Direct Effects (Group number 1 - Default model)
WA IQ ETU RPT S.BARR B.LOYALTY
S.BARR .205 .427 -.005 .333 .000 .000
B.LOYALTY .000 .000 .000 .000 .870 .000
Standardized Indirect Effects (Group number 1 - Default model)
WA IQ ETU RPT S.BARR B.LOYALTY
S.BARR .000 .000 .000 .000 .000 .000
B.LOYALTY .178 .372 -.005 .290 .000 .000
Source: Statistical Software Result
Based on the standardized of effect table above, shown the
independents factors that significantly and directly affected the
Switching Barrier. The most significant independent factor is
Information Quality 42.7%, followed by Reputation 33.3%, and
Website Atmosphere 19.2%.However Easy to Use factor shown the
negative value -.5% and there no found the Indirect effect from any
variables to Customers Switching Barrier. Then the independents
factors that significantly and indirectly affected the Behavioral Loyalty.
The most significant independents variable is Information Quality
37.2%, followed by Reputation 29% and the Website Atmosphere
71
17.8%. However the Easy to Use shown the negative value of indirect
affect with percentage -.5%. No direct affect from Independent variable
found that significantly affected Behavioral Loyalty.
Then, the mediating factors also significantly and directly affected the
behavioral loyalty with percentage 87%. It means mediating factor have
more power to push the Behavioral Loyalty to be higher.
Figure 4.17
Result of Hypotheses Testing
Source: Statistical Software Result
4.5 Interpretation of Result
After conducting the hypotheses in chapter two each variables: Reputation
significantly influences the Switching Barrier, Easy to Use significantly
influences the Switching Barrier, Information Quality significantly
influences the Switching Barrier, Website Atmosphere significantly
influences the Switching Barrier and Switching Barrier significantly
influence the Behavioural Loyalty, and find 303 respondents around
Jakarta, the do the validity and reliability testing, and also done the
relationship testing using the structural equation model (SEM). Researcher
found different result analysis. Researcher found the independent variables
(e-commerce attributes) give significant and direct effect to mediating
variables (switching barrier) and the independent variables give the
indirect effect to dependent variables(behavioural loyalty), and also the
72
mediating variable give significant and direct effect to dependent
variables.
Table 4.19
Result of Statistical Analysis
C.R P Interpretation
H1 ReputationSwitching Barrier 3.036 .002 Significant.
Hypothesis accepted
H2 Easy to Use Switching Barrier -.034 .973 Not Significant.
Hypothesis Rejected
H3 Information Quality
Switching Barrier
3.017 .003 Significant.
Hypothesis accepted
H4 Website Atmosphere
Switching Barrier
2.213 027 Significant.
Hypothesis
accepted
H5 Switching Barrier Behavioral
Loyalty
10.963 *** Significant.
Hypothesis accepted
Source: Statistical Software Result
Based on, the table above shows switching barrier gives positive impact to
the customer’s switching barrier. This statement approve the e-commerce
attribute significantly influence the switching barrier. The better e-
commerce can create the better switching barrier to the customers. The e-
commerce is the basic factors in e-commerce if the customers do not
satisfy with the e-commerce attributes it can trigger the customers
switching intention. This finding supported by Kim and Moon (2014) they
mention the e-commerce attributes significantly influence the customer’s
switching barrier and also the information quality and website design can
create the switching barrier to the customers (Jonathan, 2013).
However in this research the researcher found the easy to use factor is not
significantly influences the customers switching barrier. In Hermawan
(2014) research found the easy to use significantly influences the
customers switching barrier. Easy to use is one of factor that can create the
switching barrier (Abdurrahman, 2013).
73
Based on that finding, the researchers try to find some fact to prove the
researcher finding. In this research easy to use is easiness or the way of
customers use the e-commerce also related with order process until
delivery process as already explained in chapter two. Based on the official
blog of Lazada.co.id (2016) the researcher found some problem regarding
the order and delivery process such as: the customers can not track their
product but they have order number, the payment confirmation (the lazada
do not give the confirmation regarding the payment already received or
not), and the mistake product that customers received Lazada.co.id official
blog (2016).
Then, lastly the researcher found the switching barrier significantly
influences the behavioral loyalty. It means switching barrier successfully
create the behavioral loyalty to the customers and make the customers
hardly to switch to others service provider or others e-commerce. This
finding supported by Julander (2013), he mentioned the switching barrier
give positive effect to customers repurchase intention and creating
attitudinal loyalty. Thsung (2012), Indah (2014) and Hardiawan (2014)
also found switching barrier influence the customer loyalty.
74
CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The purpose of this research is to analyze the influences of e-commerce
attributes (reputation, easy to use, information quality, and website
atmosphere) toward customer’s switching barrier and implicate on
behaviour loyalty. In this research researcher, Lazada is chosen as the
object of this research. After done the research (start from conducting the
questionnaire, distribute the questionnaire and do the statistical analysis)
the researchers find several results:
1. The e-commerce attributes influence the switching barrier, and the e-
commerce attributes give indirect impact to behavioural loyalty. Also
the customer’s switching barrier significantly and directly influences
the behavioural loyalty. There are four hypotheses from the e-
commerce attributes toward switching barrier, those are: reputation
significantly influences the customer’s switching barrier, easy to use
significantly influences the customer’s switching barrier, information
quality significantly influences the customer’s switching barrier and
website atmosphere significantly influences customer’s switching
barrier. From those four hypotheses, three hypotheses are accepted
and one hypothesis is rejected. The rejected hypothesis is easy to use
significantly influences customer’s switching barrier.
2. The second is the relationship between switching barrier and
behavioural loyalty. The researcher found that the customers
switching barrier significantly influences the behavioural loyalty.The
better customer’s switching barrier can reduce the customer’s
switching intention. Kassim (2010) the switching barrier can create
the customers repurchase intention and attitudinal loyalty.
75
5.2 Recommendation
5.2.1 For The Researcher
After finished this researcher the researcher can got the better
understanding regarding the customers switching barrier. This
understanding not only as requirement to completing the Bachelor
Degree of Business Administration but this understanding also
can be used for the researcher in work place or to continue the
study to the next level.
5.2.2 Academic/ Future Research
Since the research has some limitation, the respondents is not
categorized in same demographical background such as the income
level is mix from the lower and higher, so it will generate different
answer since the background so for the future research it will be
much better when the research is done in the similar background of
the respondents.
The reliability of the respondent in answering the questionnaire
since the questionnaire looked disturbing and requiring time to
answer, so sometime the answer that provide by the respondents
should be questionable. So, for the next research it will be great if
this research should be combined between quantitative and
qualitative method.
5.2.3 For The Business
Based on the researcher finding, there is one factors on e-
commerce attributes that not significantly influences the customers
switching barrier, it is easy to use factors. Easy to use is the
activities ordering, transaction, and delivery process. Since this
factor is not significant, the Lazada have to improve some services
76
regarding this factor. For this problem researcher have some
recommendation:
a. All of the customers of lazada.co.id have the official as a
member of Lazada.co.id. This can make the lazada.co.id to
manage customers and it’s also makes the customers easy to do
consultation regarding their problem. Also can build the trust in
customers because they already member of lazada.co.id.
b. Increase the IT system. For example: when the customers have
paid for their product the information already posted in the
customer’s transaction form. So, the customers do not need the
confirmation for the customer’s service again.
c. Build another workplace in some city. The customers of lazada
not only from the java, some of customers also from: Sumatra,
and kalimatan (Indah, 2014). So, build some workplace out
java can make the delivery system to the customers more
efficient.
The researcher also recommend to Lazada to improve the
e-commerce performance. The better performance of e-commerce
attributes can created the stronger switching barrier to customer’s
and the stronger switching barrier directly will created the
customers behavioural loyalty.
77
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84
Appendix 1
Questionnaire in Bahasa
Pengaruh Komponen Toko Online Terhadap Penghalang
Pembeli Untuk Beralih (Switching Barrier) dan Implikasinya
Pada Prilaku Untuk Loyal
(A Case of Lazada.co.id)
Hallo… Saya Rangga Harmantri, mahasiswa Business Administration di
President University dan saat ini sedang menyelesaikan skripsi sebagai syarat
kelulusan. Penelitian ini bertujuan untuk mengetahui seberapa efficient E-
commerce Attribute dari Lazada.co.id untuk menghalangi penglanggannya untuk
berpindah (switch). Apakan anda suka berbelanja online?? Apakah anda suka
beralih toko Online??
Jika iya, saya membutuhkan bantuan anda untuk mengisi kuesioner berikut ini.
Pengisian ini hanya membutuhkan waktu 5-10 menit saja. Data diri anda akan
dijaga dengan baik dan hanya digunakan untuk keperluan akademis. Kesediaan
anda untuk mengisi kuesioner ini akan sangat membantu saya. Terima kasih
banyak atas bantuannya
I. Pertanyaan dibawah ini guna untuk mendapatkan data demografi. Mohon
untuk memilih dan menandai (√) dalam lingkaran angka pada setiap
pertanyaan. Informasi di bawah ini sifatnya tertutup dan rahasia karena
ini hanya untuk kepentingan penelitian.
1. Saya sudah belanja di Lazada.co.id 3 kali atau lebih
① Jika sudah, silahkan lanjut ke pertanyaan berikut nya.
② Jika belum, harap berhenti.
85
2. Jenis Kelamin ① Pria
② Wanita
3. Umur ① <17 ② 18-22
③ 23-27 ④ 28-32
⑤ >33
4. Status Pekerjaan ①Mahasiswa ②Pekerja ③Ibu Rumah Tangga
5. Kamu tinggal di Jakarta bagian?
① Jakarta Pusat ② Jakarta Barat
③ Jakarta Timur ④ Jakarta Selatan
⑤ Jakarta Utara ⑥ ……………
6. Toko online yang sering anda kujungi
① Lazada.co.id ② Mataharimall.com
③ Toko Pedia ④ Bukalapak.com ⑤ Isi sendiri
7. Berapa pengeluaran anda untuk belanja online dalam 6 bulan terakhir
① ≤ IDR 200,000
② IDR 200,001 – 500,000
③ IDR 500,001 – 800,000
④ ≥ IDR 800,001
II. Pertanyaan dibawah ini (1-19) dibuat untuk mengevaluasi dampak e-commerce atribut
terhadap Penghalang Pelanggan Untuk Beralih (Switching Barrier). Mohon untuk
memilih dan menandai (√) lingkaran nomor pada setiap pertanyaan berhubungan dengan
realita anda.
Penelitian ini menggunakan skala 1-7, dengan penjelasan sebagai berikut:
86
1. Reputasi
No Pertanyaan
1. Lazada di kenal banyak orang ① ② ③ ④ ⑤ ⑥ ⑦
2. Lazada adalah situs online yang popular ① ② ③ ④ ⑤ ⑥ ⑦
3.
Lazada adalah situs online terbesar di
Indonesia
① ② ③ ④ ⑤ ⑥ ⑦
4. Lazada adalah pemain besar di pasar
online ① ② ③ ④ ⑤ ⑥ ⑦
2. Easy to Use (Mudah digunakan)
5. Proses pemesanan produk Lazada mudah
dan terjamin. ① ② ③ ④ ⑤ ⑥ ⑦
6. Proses pembelian produk Lazada mudah
dan terjamin ① ② ③ ④ ⑤ ⑥ ⑦
7. Proses pengiriman barang Lazada sangat
mudah dan terjamin. ① ② ③ ④ ⑤ ⑥ ⑦
8. Lazada sangat mudah digunakan ① ② ③ ④ ⑤ ⑥ ⑦
9.
Saya lebih mudah memperoleh informasi
produk di Lazada dibandingkan took
online lain.
① ② ③ ④ ⑤ ⑥ ⑦
3. Information Quality
10. Saya percaya dengan informasi yang
diberikan oleh Lazada ① ② ③ ④ ⑤ ⑥ ⑦
11. Informasi yang ditampilkan dalam Lazada
sesuai dengan harapan saya ① ② ③ ④ ⑤ ⑥ ⑦
12. Informasi produk Lazada cukup akurat ① ② ③ ④ ⑤ ⑥ ⑦
4. Website Atmosphere
13. Website Lazada memiliki kombinasi
warna yang menarik ① ② ③ ④ ⑤ ⑥ ⑦
14. Website Lazada memberikan informasi
produk dengan rinci ① ② ③ ④ ⑤ ⑥ ⑦
15. Produk pada website Lazada di lengkapi
dengan gambar ① ② ③ ④ ⑤ ⑥ ⑦
16. Saya menikamati ketika melakukan
pencarian produk di Lazada ① ② ③ ④ ⑤ ⑥ ⑦
87
17. Saya belanja online di lazada karna design
website nya sesuai, tidak berlebihan (alay) ① ② ③ ④ ⑤ ⑥ ⑦
5. Switching Cost (Penghalang untuk beralih)
18.
Jika beralih ke Toko Online lain, saya
khawatir pelayanan dari took online lain
tidak sesuai dengan yang saya harapkan ① ② ③ ④ ⑤ ⑥ ⑦
19.
Saya membutuhkan banyak waktu untuk
mengevaluasi Toko Online lainnya jika
ingin beralih ① ② ③ ④ ⑤ ⑥ ⑦
20.
Saya khawatir membutuhkan banyak
waktu untuk membiasakan diri dengan
layanan dan fitur dari Toko Online yang
baru, jika beralih
① ② ③ ④ ⑤ ⑥ ⑦
21
Jika beralih ke Toko Online lain, akan
membutuhkan prosedur yang rumit
untuk mengawalinya ① ② ③ ④ ⑤ ⑥ ⑦
22.
Jika beralih ke Toko Online lain, saya
akan kehilangan banyak keuntungan (
diskon, promosi ① ② ③ ④ ⑤ ⑥ ⑦
23.
Jika beralih ke Toko Online lain, saya
khawatir akan menimbulkan biaya yang
lebih besar ① ② ③ ④ ⑤ ⑥ ⑦
6. Interpersonal Relationship
24.
Menurut saya, komunikasi
karyawan/customer service Lazada dengan
pelanggannya cukup baik
① ② ③ ④ ⑤ ⑥ ⑦
25.
Menurut saya, karyawan/customer
service Lazada selalu memberikan
waktunya untuk pelanggan yang ingin
konsultasi tentang layanan atau produk.
① ② ③ ④ ⑤ ⑥ ⑦
26.
Menurut saya, konsultasi dengan
karyawan/customer service Lazada
menyenangkan
① ② ③ ④ ⑤ ⑥ ⑦
27. Saya menjalin hubungan baik dengan
sesama customers Lazada ① ② ③ ④ ⑤ ⑥ ⑦
88
28.
Menurut saya, berinteraksi dengan
sesama pelanggan Lazada menyenangkan ① ② ③ ④ ⑤ ⑥ ⑦
29.
Saya sering bertukar pikiran dengan
sesama customers Lazada mengenai service
dan produk di Lazada
① ② ③ ④ ⑤ ⑥ ⑦
7. Attractiveness of Alternative
30.
Saya tidak tertarik terhadap Toko Online
lain karna Lazada memiliki reputasi yang
lebih baik dibanding Toko Online lainnya.
① ② ③ ④ ⑤ ⑥ ⑦
31.
Saya tidak tertarik terhadap Toko Online
lain karna Lazada adalah Toko Online
yang terkenal
① ② ③ ④ ⑤ ⑥ ⑦
32.
Saya tidak tertarik terhadap Toko Online
lain karena berbagai pilihan produk dan
layanan Lazada sudah sangat lengkap
① ② ③ ④ ⑤ ⑥ ⑦
33.
Saya tidak tertarik terhadap Toko Online
lain karena kualitas layanan Cost On
Delivery (COD) sudah cukup baik.
① ② ③ ④ ⑤ ⑥ ⑦
34.
Saya tidak tertarik terhadap Toko Online
lain karna layanan cicilan dari Lazada
cukup baik
① ② ③ ④ ⑤ ⑥ ⑦
35.
Saya tidak tertarik terhadap Toko Online
lain karna Lazada memiliki system
transaksi yang cukup baik.
① ② ③ ④ ⑤ ⑥ ⑦
8. Service Recovery
36.
Penanganan keluhan pelanggan terhadap
kesalahan/pelayanan yang gagal lebih
fleksibel
① ② ③ ④ ⑤ ⑥ ⑦
37. Karyawan/customer service Lazada cepat
dalam penanganan keluhan pelanggan ① ② ③ ④ ⑤ ⑥ ⑦
38. Pelanggan diberikan kemudahan akses
dalam menyampaikan keluhannya ① ② ③ ④ ⑤ ⑥ ⑦
39. Pengawasan terhadap proses penanganan
keluhan pelanggan cukup baik ① ② ③ ④ ⑤ ⑥ ⑦
40.
Pengawasan terhadap pengambilan
tindakan dalam menangani keluhan
pelanggan cukup baik
① ② ③ ④ ⑤ ⑥ ⑦
89
41. Karyawan/customer service bersikap sopan
saat melayani keluhan pelanggan ① ② ③ ④ ⑤ ⑥ ⑦
42.
Karyawan/customer service berusaha
secara maksimal untuk membantu
menyelesaikan keluhan pelanggan
① ② ③ ④ ⑤ ⑥ ⑦
43.
Karyawan/customer service menunjukkan
rasa empathy (kepedulian) dalam
menangani keluhan pelanggan
① ② ③ ④ ⑤ ⑥ ⑦
44.
Pihak Lazada menyampaikan permohonan
maaf atas kesalahan/kegagalan pelayanan
① ② ③ ④ ⑤ ⑥ ⑦
45.
Pihak Lazada telah menawarkan jasa
kembali (pergantian jasa) yang sesuai
kepada pelanggan sebagai kompensasi
kesalahan/kegagalan pelayanan
① ② ③ ④ ⑤ ⑥ ⑦
9. Behavioral Loyalty
46. Saya akan setia melakukan transaksi di
Lazada ① ② ③ ④ ⑤ ⑥ ⑦
47.
Ketika saya ingin melakukan transaksi
online, Lazada menjadi pilihan pertama
saya
① ② ③ ④ ⑤ ⑥ ⑦
48.
Saya tidak akan berpindah ke Toko Online
lain untuk mendapatkan pelayanan yang
lebih baik
① ② ③ ④ ⑤ ⑥ ⑦
49. Saya akan merekomendasikan Lazada
kepada orang lain ① ② ③ ④ ⑤ ⑥ ⑦
50. Saya akan melanjutkan berbelanja di
Lazada ① ② ③ ④ ⑤ ⑥ ⑦
Terima Kasih
***
90
Appendix 2
Questionnaire in English
The Impact of E-Commerce Attributes toward
Customer’s Switching Barrier and Its Implication on
Behavioral Loyalty
(A Case of Lazada.co.id)
Hallo… I am Rangga Harmantri, student of Business Administration at
President University and currently completing a thesis as a graduation
requirement. The purpose this research is to know the relationship between E-
commerce Attributes toward Customers Switching Barrier and Implication on
Lazada.co.id.
Do you like do the online transaction?? Do you like switch to others e-
commerce?? If yes, I will need your fulfill the questionnaire. This only takes 5 –
10 minutes. Your data privacy will be taken in good care and only used
for academic purpose. Your willingness to fill out this questionnaire will be
III. Personal Information
8. I have done transaction in Lazada.co.id for 3 times or more
① if yes, please go to the next question
② if no, you can stop
9. Gender ① Man
② Woman
10. Age ① <17 ② 18-22
③ 23-27 ④ 28-32
⑤ >33
91
11. Job Status ①Students ②Worker ③House wife
12. Which region of Jakarta do you live in?
① Jakarta Pusat ② Jakarta Barat
③ Jakarta Timur ④ Jakarta Selatan
⑤ Jakarta Utara ⑥ ……………
13. E-commerce that you willing to visit
① Lazada.co.id ② Mataharimall.com
③ Toko Pedia ④ Bukalapak.com ⑤ ………
14. How much your expend in the last six months for e-commerce transaction
① ≤ IDR 200,000
② IDR 200,001 – 500,000
③ IDR 500,001 – 800,000
④ ≥ IDR 800,001
IV. Question
This research use scale 1-7, with explanation:
10. Reputasi
No Pertanyaan
1. Lazada is kwon by many people ① ② ③ ④ ⑤ ⑥ ⑦
2. Lazada is the popular online shop ① ② ③ ④ ⑤ ⑥ ⑦
3. Lazada is the bigger online shop in
Indonesia ① ② ③ ④ ⑤ ⑥ ⑦
4. Lazada is the one of the bigger players in
online market ① ② ③ ④ ⑤ ⑥ ⑦
11. Easy to Use (Mudah digunakan)
92
5. The ordering process on Lazada is easy
and secure ① ② ③ ④ ⑤ ⑥ ⑦
6. The transaction process on Lazada is easy
and secure ① ② ③ ④ ⑤ ⑥ ⑦
7. The delivery process on Lazada is easy and
secure ① ② ③ ④ ⑤ ⑥ ⑦
8. Lazada.co.is is easy to use ① ② ③ ④ ⑤ ⑥ ⑦
9.
Lazada make me easier to find the
information regarding about the product
than other e-commerce
① ② ③ ④ ⑤ ⑥ ⑦
12. Information Quality
10. I believe with information that Lazada
given ① ② ③ ④ ⑤ ⑥ ⑦
11. The information that given by lazada is
appropriate with my expectation ① ② ③ ④ ⑤ ⑥ ⑦
12. The information of Lazada is accurate ① ② ③ ④ ⑤ ⑥ ⑦
13. Website Atmosphere
13. Wesibsite lazada have good design ① ② ③ ④ ⑤ ⑥ ⑦
14. Website Lazada give the detail information
regarding the product ① ② ③ ④ ⑤ ⑥ ⑦
15. Website Lazada provide the picture of
products ① ② ③ ④ ⑤ ⑥ ⑦
16. I have enjoyed when using lazada ① ② ③ ④ ⑤ ⑥ ⑦
17. I use Lazada because the simple design
and easy to understand. ① ② ③ ④ ⑤ ⑥ ⑦
14. Switching Cost (Penghalang untuk beralih)
18.
If I used the other e-commerce, I worried
that e-commerce not like my expectation ① ② ③ ④ ⑤ ⑥ ⑦
19.
I need more time to evaluate others e-
commerce if I want to switch. ① ② ③ ④ ⑤ ⑥ ⑦
20.
I worried; I will need much time to adapt
with the new e-commerce. ① ② ③ ④ ⑤ ⑥ ⑦
93
21
If I switch to other e-commerce, I will find
the hard way to start it. ① ② ③ ④ ⑤ ⑥ ⑦
22.
If I switch to other e-commerce I will lose
many profit such as: discount, promotion,
bonus and etc. ① ② ③ ④ ⑤ ⑥ ⑦
23.
If I switch to other e-commerce I will need
more cost ① ② ③ ④ ⑤ ⑥ ⑦
15. Interpersonal Relationship
24. I think the customers service of lazada have
a good communication with customers ① ② ③ ④ ⑤ ⑥ ⑦
25.
Customers service of lazada provide the
time for the customers who want do
consultation ① ② ③ ④ ⑤ ⑥ ⑦
26. I enjoy doing consultation with customers
service lazada ① ② ③ ④ ⑤ ⑥ ⑦
27. I have a good relationship with customers
service lazada ① ② ③ ④ ⑤ ⑥ ⑦
28.
I enjoying have relationship among
customers lazada ① ② ③ ④ ⑤ ⑥ ⑦
29. I always do sharing among Customers
Lazada ① ② ③ ④ ⑤ ⑥ ⑦
16. Attractiveness of Alternative
30. I am not interest with other e-commerce
cause Lazada have a good reputation ① ② ③ ④ ⑤ ⑥ ⑦
31. I am not interest with other e-commerce
cause Lazada is the popular e-commerce ① ② ③ ④ ⑤ ⑥ ⑦
32.
I am not interest with other e-commerce
cause Lazada have a complete products
variety
① ② ③ ④ ⑤ ⑥ ⑦
33.
I am not interest with other e-commerce
cause Lazada have the Cost On Delivery
(COD) service
① ② ③ ④ ⑤ ⑥ ⑦
34.
I am not interest with other e-commerce
cause Lazada has the credit payment
service
① ② ③ ④ ⑤ ⑥ ⑦
35. I am not interest with other e-commerce ① ② ③ ④ ⑤ ⑥ ⑦
94
because Lazada has a good transaction
process.
17. Service Recovery
36. The problem solving of failure service is
flexible ① ② ③ ④ ⑤ ⑥ ⑦
37. The customers Service of Lazada give the
fast respond regarding the failure service ① ② ③ ④ ⑤ ⑥ ⑦
38. The customers have been given a easy way
to deliver their problem ① ② ③ ④ ⑤ ⑥ ⑦
39. Lazada have a good monitoring process in
doing service recovery ① ② ③ ④ ⑤ ⑥ ⑦
40.
The action that lazada make to resolve the
failure service is good
① ② ③ ④ ⑤ ⑥ ⑦
41. Customer service of Lazada serve the
customer’s nicely. ① ② ③ ④ ⑤ ⑥ ⑦
42. Lazada give the best performance solve the
failure service ① ② ③ ④ ⑤ ⑥ ⑦
43. Lazada give empathy to customers in
resolve the problem ① ② ③ ④ ⑤ ⑥ ⑦
44. Lazada say sorry regarding the failure
services ① ② ③ ④ ⑤ ⑥ ⑦
45. Lazada offer additional service regarding
the failure service such as free delivery fee ① ② ③ ④ ⑤ ⑥ ⑦
18. Behavioral Loyalty
46. I will be loyal to Lazada ① ② ③ ④ ⑤ ⑥ ⑦
47. When I want to do the transaction, Lazada
will be my first choice ① ② ③ ④ ⑤ ⑥ ⑦
48. I will not Switch to others e-commerce ① ② ③ ④ ⑤ ⑥ ⑦
49. I will recommended Lazada to others ① ② ③ ④ ⑤ ⑥ ⑦
50. I will keep doing transaction in Lazada. ① ② ③ ④ ⑤ ⑥ ⑦
Thank Youu
***
95
Appendix 3
Data Tabulation
R1 R2 R3 R4 ETU1 ETU2 ETU3 ETU4 ETU5 IQ1 IQ2 IQ3 WA1 WA2 WA3 WA4 WA5
5 6 5 6 5 5 6 5 5 5 6 5 5 6 6 5 4
5 5 4 5 6 6 6 6 6 4 4 6 5 6 7 7 4
5 6 6 6 5 6 4 5 5 5 5 4 3 4 5 4 4
4 5 5 5 5 4 4 4 4 5 4 4 4 5 5 5 4
3 3 2 2 3 3 3 3 3 3 3 3 4 3 4 4 4
7 7 5 5 6 6 7 7 5 5 5 5 4 5 7 5 5
5 5 4 5 3 4 5 4 3 4 3 3 5 4 3 4 3
6 6 4 4 6 7 7 7 4 7 6 6 7 7 7 7 7
6 6 4 4 5 4 5 4 3 4 4 4 5 5 5 4 5
5 6 5 6 5 5 4 4 4 4 4 5 5 3 4 4 5
7 7 7 6 6 6 6 6 5 6 7 7 7 7 7 7 6
5 5 5 4 4 5 5 4 3 4 3 4 4 4 4 3 3
5 6 6 6 5 5 5 5 5 5 5 6 5 5 7 6 6
6 6 5 6 5 5 6 6 5 5 6 5 4 5 7 6 6
5 5 5 5 5 5 5 5 5 6 5 5 3 5 7 5 4
6 5 5 4 5 5 6 6 5 5 5 5 5 4 7 5 4
5 6 6 5 4 5 5 5 4 5 5 5 5 5 7 6 5
5 6 5 5 4 5 6 6 6 5 6 6 5 5 5 6 7
6 5 6 5 6 6 5 6 6 7 6 5 5 6 5 6 3
5 4 5 5 4 5 5 5 5 6 6 6 6 6 7 5 5
6 7 5 6 6 6 5 6 6 5 6 5 4 5 7 6 5
5 5 6 5 6 5 5 6 5 5 6 5 4 5 6 5 5
6 6 5 6 6 7 6 5 6 5 6 6 5 6 6 7 6
6 5 6 6 5 5 6 6 6 5 5 7 5 5 7 5 4
6 5 6 5 5 6 6 5 6 4 5 5 5 4 5 5 5
5 6 6 7 5 5 6 7 6 5 5 6 5 5 7 5 6
5 6 5 5 6 7 6 7 7 6 7 6 5 6 6 5 4
5 5 6 5 5 6 5 6 5 5 6 7 5 6 6 5 5
6 6 5 6 5 6 5 6 6 5 6 6 5 6 7 6 4
5 6 6 6 5 6 6 7 6 5 6 6 5 6 7 6 5
5 5 6 6 4 5 5 5 6 6 5 5 5 6 5 7 7
5 4 5 4 5 5 5 5 4 5 4 5 4 5 7 6 4
5 6 5 5 5 6 5 6 5 5 5 6 6 5 6 5 5
5 4 5 5 4 5 5 5 5 5 5 5 5 4 6 5 5
5 6 6 5 5 5 6 6 6 5 6 5 5 6 5 5 5
5 6 5 5 5 6 5 5 6 5 6 5 4 5 6 5 4
5 5 6 5 5 4 5 6 6 5 5 6 5 6 6 6 5
96
6 5 6 6 5 5 6 6 5 5 4 5 5 6 5 4 4
5 4 4 4 4 4 5 6 5 5 5 4 5 5 6 5 6
5 5 6 6 5 6 6 5 6 5 4 6 5 5 7 7 4
5 6 5 6 5 4 5 5 4 5 6 5 5 6 6 5 5
5 6 5 5 5 6 5 6 6 5 6 5 5 6 5 5 5
6 5 5 5 5 6 5 6 5 5 6 6 5 6 5 5 6
5 7 6 5 5 6 6 6 5 5 6 6 6 5 6 6 5
5 6 6 5 5 6 5 6 5 6 5 6 5 4 6 6 5
4 6 5 5 5 6 5 5 6 5 5 6 5 6 7 6 5
5 5 4 5 5 4 4 5 5 5 5 5 5 5 6 6 5
6 5 5 5 5 6 6 5 5 4 6 5 5 5 6 5 6
6 6 5 5 5 6 6 6 5 5 6 7 5 6 7 6 6
5 6 6 6 5 6 5 5 5 6 5 5 5 6 6 6 5
5 6 6 5 4 5 5 5 5 5 5 6 5 6 7 6 5
5 4 4 4 4 4 4 4 5 4 5 4 4 4 5 4 4
5 6 5 5 6 5 5 6 5 5 6 5 6 5 5 6 5
5 5 6 6 6 5 6 5 5 5 6 5 5 6 6 5 6
5 6 5 5 5 5 6 5 6 4 5 6 5 4 5 6 6
5 4 5 6 5 6 5 5 5 4 5 5 5 5 4 5 4
5 4 5 6 5 6 5 6 5 4 5 5 5 6 5 5 6
5 4 5 4 5 4 3 4 3 4 5 4 4 5 4 6 4
4 4 5 6 5 4 5 4 5 4 5 5 5 4 5 5 4
5 6 6 6 5 6 5 6 6 6 5 6 5 6 5 6 5
5 6 6 5 5 6 6 5 6 5 6 5 6 5 6 6 7
5 5 4 6 5 5 4 6 5 5 6 5 5 6 5 6 5
4 5 5 6 5 4 6 5 5 5 4 6 6 5 5 6 6
6 5 6 6 5 6 5 7 6 5 6 5 6 5 6 5 6
6 5 6 7 6 5 7 6 5 5 6 7 6 5 6 5 7
5 6 5 6 5 4 5 6 5 5 6 5 4 6 5 4 6
5 4 5 6 5 6 5 6 5 5 6 5 5 4 6 5 5
5 4 4 5 4 5 5 4 6 5 4 5 5 4 5 4 6
4 5 6 5 4 5 4 5 4 4 4 5 5 4 5 5 4
4 6 5 4 5 4 5 5 6 5 4 5 6 5 6 5 3
5 4 4 5 5 5 4 5 5 5 4 5 4 4 5 6 5
5 5 4 5 5 4 4 4 5 5 4 4 4 5 6 5 5
4 5 4 4 4 5 4 4 4 4 5 4 4 5 6 4 3
5 6 6 5 5 5 6 5 5 4 5 4 4 5 6 5 4
4 2 3 3 3 4 3 3 4 4 3 3 3 4 6 4 4
4 2 3 3 3 3 4 5 2 3 4 4 4 5 4 4 5
6 5 6 5 6 5 6 5 6 5 5 5 4 5 7 5 3
5 4 5 5 5 6 6 7 5 5 4 3 5 5 6 5 5
5 6 5 6 4 5 6 5 4 5 4 4 5 4 7 6 5
97
7 6 6 6 5 6 5 5 3 5 4 5 5 5 4 5 5
5 6 5 5 5 6 5 5 5 6 5 4 5 5 7 6 6
5 5 6 6 5 6 5 5 6 6 5 5 6 5 5 6 5
6 5 5 6 5 5 6 5 6 5 5 6 5 6 5 6 5
5 5 6 5 5 4 5 5 6 6 5 6 6 5 5 6 4
6 5 5 5 7 6 6 7 6 5 6 5 4 5 5 7 4
5 5 4 6 5 6 5 6 5 5 5 6 5 6 5 5 5
5 6 5 5 6 5 5 6 5 5 6 6 6 6 5 6 6
5 5 5 7 6 7 6 6 5 5 6 5 5 5 7 6 4
5 5 5 6 6 5 6 6 6 6 5 6 5 6 5 5 5
6 5 6 6 5 6 5 6 5 5 6 5 6 5 5 6 5
5 6 5 4 5 5 5 6 5 5 6 6 5 6 5 6 5
5 6 6 5 6 5 6 6 6 5 5 6 6 5 5 6 5
5 6 5 5 5 5 6 5 5 5 6 5 6 5 5 5 6
6 5 5 6 5 6 6 6 6 6 5 5 6 6 7 6 6
5 6 6 6 6 5 5 6 6 6 5 5 6 5 6 6 5
5 5 5 6 5 5 4 6 5 5 6 5 5 6 5 5 6
6 5 5 5 6 6 5 6 5 5 6 6 6 5 7 6 6
5 5 6 5 5 6 6 7 6 5 6 6 5 5 6 6 4
5 6 5 5 6 5 5 6 6 5 6 6 6 5 6 6 4
6 5 6 6 5 6 6 6 5 6 5 6 6 5 5 6 3
6 5 5 6 5 6 6 6 5 6 5 6 6 5 6 6 6
5 4 6 5 5 5 6 5 7 6 5 5 4 5 6 5 6
5 6 5 5 5 6 5 5 5 6 5 6 6 5 5 5 6
6 5 4 5 6 5 5 7 6 5 6 6 6 5 6 6 7
5 4 4 4 6 7 5 5 7 7 6 7 3 5 6 6 5
5 6 3 4 6 5 5 6 4 6 5 5 4 5 7 5 4
6 5 5 4 4 5 5 7 5 4 7 6 6 7 7 6 5
4 4 3 4 4 4 4 4 4 5 4 4 5 4 4 6 5
6 6 7 6 6 6 5 7 6 5 5 5 6 7 7 6 4
7 7 4 4 6 7 7 7 6 6 5 6 4 7 7 6 5
5 7 4 5 6 5 5 7 5 6 5 5 6 5 5 6 5
6 5 5 6 6 6 6 6 5 6 6 6 6 5 5 5 4
5 4 4 4 6 6 7 6 6 5 6 6 5 6 5 6 7
5 5 6 5 5 6 6 5 5 5 6 7 5 6 6 6 4
6 5 5 5 6 6 5 6 6 6 6 6 6 6 7 6 5
6 5 4 6 6 5 5 6 6 5 6 6 5 6 7 6 6
6 6 7 6 6 6 5 5 5 6 5 5 6 5 5 5 5
6 5 6 6 6 5 5 6 6 6 6 6 5 6 5 6 5
6 5 5 5 5 6 5 5 6 5 6 5 5 6 5 5 6
6 5 6 6 5 6 6 6 5 6 6 7 6 5 6 6 6
6 5 6 5 5 6 5 5 6 6 5 5 6 5 6 6 6
98
5 4 6 5 5 6 5 6 6 5 6 6 5 6 6 5 4
5 5 6 5 5 6 5 5 6 5 6 5 6 5 6 6 6
5 4 6 6 5 6 6 6 5 5 6 5 5 6 5 5 5
5 6 6 5 5 6 5 5 5 5 6 5 6 5 6 6 5
4 3 4 4 4 3 4 5 5 4 5 5 4 4 4 5 4
5 6 6 4 5 6 5 5 5 6 5 5 6 5 6 5 5
4 3 4 3 5 4 4 3 4 5 4 4 5 4 4 4 5
3 3 2 3 3 3 2 3 4 3 4 3 3 4 3 3 2
6 5 5 5 6 5 5 6 6 6 6 7 6 5 5 5 6
4 6 5 6 5 6 6 5 6 5 5 6 5 5 6 6 6
4 5 5 4 4 4 3 4 3 4 5 3 4 5 5 4 4
6 5 5 7 5 5 6 6 5 5 6 5 5 6 6 6 5
4 3 4 4 3 3 4 4 3 4 3 4 4 4 3 4 4
3 4 3 4 4 3 4 4 3 3 3 4 4 4 5 4 6
5 6 5 4 5 4 5 5 6 5 6 5 5 6 5 5 4
4 5 4 4 3 4 4 3 4 4 3 4 4 5 4 5 5
5 4 3 4 4 5 4 5 4 4 5 4 5 4 4 4 5
5 5 6 5 5 6 5 6 5 6 5 5 5 5 6 7 3
5 6 5 5 5 6 5 4 6 6 5 6 5 6 5 5 3
5 6 6 6 5 6 5 6 5 5 6 5 5 6 5 6 5
6 5 5 5 6 5 5 6 5 5 6 5 6 5 5 6 4
4 5 5 4 5 6 5 5 6 5 6 5 5 5 6 5 4
5 6 4 5 5 6 5 5 6 4 5 5 5 5 6 5 4
5 5 4 5 6 5 5 6 5 6 5 5 6 5 5 4 6
6 5 6 5 5 6 6 7 5 6 5 7 4 6 5 4 5
5 6 5 5 7 5 6 5 4 5 4 6 6 5 6 6 4
4 3 3 2 3 4 4 3 4 4 3 3 3 4 4 3 3
3 4 4 3 5 4 5 5 4 5 4 5 4 4 6 4 3
5 5 6 5 6 5 5 6 5 5 6 5 5 6 5 5 6
4 4 3 4 3 4 4 3 4 4 4 3 3 4 4 4 3
5 6 5 5 5 6 5 6 5 6 5 6 5 6 5 6 5
6 4 6 4 6 4 6 5 5 3 5 6 5 5 5 6 7
3 4 3 3 4 5 4 4 3 4 3 4 4 5 4 3 4
4 5 5 3 4 5 4 4 3 3 4 4 3 4 4 4 4
4 3 2 3 4 5 4 3 2 4 5 4 4 3 6 4 4
4 3 3 1 5 4 3 4 4 4 3 3 4 5 4 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 6 5 5 6 5 5 6 5 6 5 5 6 5 5 6
6 6 5 5 4 5 4 6 7 5 6 6 5 6 5 5 5
5 5 6 6 5 6 5 5 6 5 6 5 5 6 6 5 4
4 5 4 4 5 5 4 5 5 5 5 6 5 4 5 5 6
4 5 6 5 5 4 5 5 6 5 6 5 5 6 5 5 6
99
5 6 5 5 4 5 5 5 6 6 5 5 5 6 5 5 5
4 4 3 3 6 4 4 6 4 4 5 5 6 5 5 5 4
3 4 3 3 3 4 4 3 4 3 4 3 4 3 3 3 4
4 6 5 4 5 4 4 5 4 5 3 5 5 4 5 5 5
5 6 5 4 4 5 5 5 6 5 6 5 6 4 5 6 5
5 4 4 6 5 5 4 6 5 5 4 5 6 5 5 4 5
3 5 3 4 6 5 5 4 5 5 4 5 6 5 5 6 5
5 6 5 5 6 5 5 6 5 5 6 6 5 4 5 5 6
5 6 5 5 6 5 6 6 5 6 5 5 6 5 5 5 5
5 6 5 4 5 5 5 6 6 6 5 5 5 6 5 5 3
5 4 5 6 6 5 5 4 7 4 5 5 5 5 4 5 6
6 5 5 6 5 6 5 5 5 6 5 5 4 5 5 4 5
2 3 3 2 6 4 5 6 5 5 5 4 5 6 5 5 4
5 3 2 3 6 4 4 5 4 4 5 5 3 4 4 4 4
5 6 5 5 5 6 5 5 6 4 6 5 5 6 5 5 3
5 5 4 5 5 6 5 5 6 4 6 5 6 5 5 6 5
5 4 4 5 5 4 4 6 5 5 4 5 5 5 6 4 5
5 4 5 6 6 5 4 5 5 6 5 5 6 5 5 6 5
5 4 6 6 6 5 5 6 6 4 6 6 7 5 6 6 3
5 4 5 4 7 5 6 7 6 5 6 7 4 6 5 6 5
5 6 5 5 6 5 5 5 6 4 5 4 6 5 5 5 6
5 4 5 5 5 4 6 6 5 4 6 5 6 5 5 5 4
5 5 5 5 6 5 4 5 5 5 6 5 5 6 6 6 3
5 4 5 5 5 6 6 6 4 6 5 6 5 6 5 5 6
5 6 5 5 5 6 5 5 5 5 6 6 5 6 5 5 6
5 6 5 4 5 4 5 5 6 4 5 5 5 5 4 5 5
4 5 6 4 4 6 5 6 5 6 6 7 5 6 6 5 6
4 5 5 6 5 4 5 5 6 5 6 5 5 6 5 6 6
5 6 5 5 6 5 5 5 6 5 6 6 5 6 5 5 4
4 6 5 5 4 6 5 5 6 6 5 5 6 5 5 6 5
5 5 6 5 5 6 6 6 5 5 6 5 5 6 5 5 4
5 5 4 6 4 5 5 4 6 4 6 5 5 4 5 5 6
4 5 5 4 6 5 6 7 5 4 6 5 6 5 5 6 5
4 5 5 5 6 4 5 5 5 6 5 4 5 5 6 5 4
5 6 5 5 4 5 5 6 5 5 7 5 5 6 5 4 5
4 6 5 6 6 5 7 6 7 6 7 7 5 6 6 5 3
4 5 5 5 6 4 6 4 4 4 5 4 4 6 5 5 4
5 6 5 5 5 4 6 5 5 6 5 4 4 5 5 6 5
5 5 4 5 5 6 6 5 5 5 6 5 6 5 5 5 6
4 6 5 4 4 5 5 5 4 5 4 4 6 5 4 5 5
5 6 5 4 5 6 6 5 5 4 6 5 4 6 6 5 3
2 4 3 2 6 4 5 6 4 4 4 3 4 5 3 3 2
100
5 5 6 6 4 6 5 5 6 6 6 4 6 5 4 6 3
5 6 4 4 5 4 5 5 6 4 5 6 4 5 5 4 3
4 5 5 4 4 6 5 5 5 6 5 5 6 5 5 4 5
5 6 6 4 5 6 6 5 5 6 4 5 6 5 6 6 5
4 5 4 4 4 5 4 4 3 5 4 4 4 5 5 4 4
5 5 6 4 4 6 6 5 5 5 6 6 5 7 6 6 5
5 7 6 5 5 6 6 4 5 6 6 6 5 6 5 5 4
5 6 6 6 6 5 5 6 6 4 5 5 6 5 5 6 4
6 6 5 7 5 6 7 6 6 5 6 5 6 5 5 6 5
4 5 4 4 5 4 6 6 4 6 7 7 4 6 6 5 6
5 5 6 5 6 4 5 5 5 6 5 4 5 6 5 4 5
5 4 4 4 5 5 4 5 4 4 5 5 6 4 5 4 4
5 4 5 5 6 4 5 5 4 6 4 5 6 4 5 5 4
6 5 5 6 6 6 5 5 4 6 5 4 6 6 5 6 6
5 4 4 6 5 4 4 6 4 7 6 6 5 6 5 5 4
5 5 4 5 6 4 5 4 5 6 4 4 7 6 5 6 4
4 4 5 5 5 6 6 5 4 4 5 5 6 5 5 5 4
5 4 4 6 5 6 5 5 6 4 4 6 4 6 5 4 4
4 5 5 5 6 5 5 6 6 4 6 5 6 5 4 6 4
3 5 5 5 6 5 4 6 5 4 6 4 6 4 4 6 4
4 6 5 5 2 3 5 5 5 5 5 3 2 5 5 4 2
5 4 4 6 5 4 5 6 5 5 6 6 5 4 5 7 5
6 5 5 4 4 6 5 6 5 4 6 6 6 4 5 6 4
4 5 4 4 4 4 5 5 4 5 4 4 4 6 5 5 6
3 3 4 4 4 3 3 3 5 4 5 5 4 5 4 4 5
5 5 6 4 6 5 5 5 4 4 6 5 4 6 4 5 5
5 4 7 6 5 6 5 5 6 5 4 4 5 6 6 5 4
4 4 5 4 6 5 5 4 6 6 5 4 6 4 5 5 6
5 6 5 5 6 4 4 4 6 6 4 4 5 6 6 6 5
5 4 6 5 6 5 5 6 7 5 7 6 5 5 5 6 4
5 5 6 4 4 6 6 6 4 6 7 7 5 6 6 5 4
5 4 4 4 5 4 5 6 5 4 5 5 5 4 4 4 4
5 6 5 4 4 5 5 6 5 5 6 5 6 5 5 4 4
5 4 4 6 6 5 5 4 5 6 5 5 6 5 4 5 5
5 6 5 4 6 5 5 6 5 5 6 5 6 4 6 5 6
5 4 4 6 6 5 5 6 6 6 7 6 5 7 6 5 6
4 4 6 5 4 6 5 4 4 5 6 5 4 6 6 5 5
4 5 4 4 4 6 5 5 4 4 6 4 4 6 5 5 3
5 4 6 6 6 5 6 6 7 5 6 6 4 6 6 5 5
4 5 5 6 5 6 5 5 6 6 5 5 6 7 7 5 3
5 5 6 5 5 6 6 5 5 4 6 5 4 6 6 5 6
5 3 6 5 5 4 4 4 6 6 4 6 6 6 5 5 5
101
5 4 4 4 5 5 4 4 6 4 6 5 5 6 6 4 4
5 6 6 7 6 5 5 6 7 5 6 6 4 6 6 5 4
4 5 5 6 5 4 6 6 5 5 6 6 4 4 6 5 5
5 4 4 4 5 4 5 5 6 5 4 4 6 5 6 6 4
4 3 2 3 5 4 6 5 4 4 5 4 5 3 4 4 3
5 6 6 7 6 6 5 5 7 5 6 6 4 6 5 5 4
6 5 5 7 6 5 5 4 7 5 6 6 6 5 6 6 5
5 4 4 5 5 5 6 6 5 4 6 5 5 6 6 6 4
5 6 6 6 6 5 6 6 5 6 6 5 6 5 5 5 6
5 4 5 5 5 5 4 5 4 6 6 4 5 6 5 5 4
5 6 6 5 5 6 6 5 5 5 6 6 5 6 5 5 4
5 5 7 5 6 5 5 6 6 5 6 5 7 5 5 6 5
5 6 6 6 5 5 6 6 6 5 6 6 5 6 6 6 5
5 5 4 5 4 6 5 4 5 4 5 6 5 6 5 5 6
4 5 5 5 4 5 5 5 4 5 4 4 5 5 5 6 4
5 6 6 5 5 6 6 6 7 5 6 6 5 6 5 5 4
4 5 5 7 5 6 6 7 6 5 6 6 4 4 6 5 4
5 5 4 5 5 6 6 6 5 4 6 6 6 5 5 6 4
4 4 5 4 5 4 4 5 6 5 5 4 5 4 4 6 5
5 4 5 6 4 6 5 5 6 5 5 6 4 4 5 5 4
4 5 5 5 5 4 5 5 6 4 5 5 6 5 5 6 6
4 4 6 5 4 5 5 4 4 5 6 6 4 5 5 5 6
4 5 5 5 6 5 5 6 7 5 5 6 6 5 6 6 4
4 5 5 5 6 5 5 5 6 7 6 6 5 6 5 5 6
4 4 3 4 3 4 4 5 3 3 4 4 3 4 4 2 4
4 5 5 4 4 6 4 3 4 3 4 4 5 4 4 5 6
5 6 5 5 4 5 6 5 5 4 5 5 4 6 5 4 4
4 7 6 5 5 6 6 5 5 6 5 5 5 7 6 6 5
4 4 6 5 5 4 5 5 4 6 5 5 4 6 5 5 6
4 4 6 5 4 5 5 6 5 4 5 5 6 5 5 6 6
4 3 4 4 7 6 7 7 6 5 6 7 4 6 5 5 6
4 2 4 3 6 5 5 5 6 5 5 4 3 4 4 3 3
5 5 6 5 6 5 5 6 7 6 5 5 7 5 6 6 5
4 5 5 5 5 5 5 5 4 5 6 5 5 5 5 4 5
4 4 5 4 4 5 4 4 5 4 5 4 5 5 5 4 4
6 6 7 6 6 7 6 6 6 4 7 7 5 6 6 5 7
5 6 6 6 7 7 6 6 6 5 6 6 5 6 6 7 6
5 6 6 6 6 5 6 6 7 6 5 5 6 6 5 7 6
4 5 5 6 5 5 7 6 6 4 4 4 6 5 6 6 5
5 5 4 5 5 4 4 4 5 4 4 5 4 6 5 5 5
4 5 5 6 6 4 5 5 4 5 6 5 6 5 5 6 5
5 6 6 7 5 5 6 7 7 4 4 4 5 5 6 6 6
102
Respondents by Mediating Variable
4 4 6 5 6 6 6 6 7 4 5 5 6 6 5 5 5
4 4 5 5 5 4 4 6 5 5 5 4 5 4 4 6 5
4 6 6 7 3 3 4 4 5 5 4 4 5 3 4 4 4
3 4 2 2 5 4 3 3 4 3 4 2 4 4 3 5 4
5 4 5 5 5 4 4 4 6 5 6 6 5 4 4 6 5
4 5 5 6 6 6 5 6 6 6 6 7 6 5 5 6 5
4 4 5 4 6 5 5 5 7 3 4 4 4 4 6 5 4
4 6 5 5 6 5 4 4 6 6 5 6 6 7 6 6 5
6 6 7 6 4 6 5 6 6 6 5 5 6 7 7 5 5
6 4 7 6 5 4 4 6 6 4 6 6 6 4 5 6 7
2 3 3 2 2 3 3 3 5 3 2 3 4 3 3 4 2
5 6 4 4 4 5 5 4 4 5 4 5 5 5 5 4 5
4 5 5 4 5 6 5 5 6 6 5 6 4 6 5 5 6
4 4 3 4 5 4 4 5 5 4 5 5 6 4 5 5 4
SC1 SC2 SC3 SC4 SC5 SC6 IR1 IR2 IR3 IR4 IR5 IR6
5 4 4 4 4 5 5 5 4 5 5 4
6 6 5 3 3 5 5 5 6 4 4 4
5 4 3 4 5 4 4 5 3 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4
3 3 3 4 2 1 3 2 2 1 2 2
5 5 5 5 4 4 5 5 5 4 4 3
3 4 3 4 3 4 3 4 5 3 4 3
7 5 3 2 2 7 4 4 4 1 2 2
3 3 4 4 3 4 4 3 4 4 4 4
5 6 4 3 3 3 5 5 5 4 4 4
5 5 5 5 5 5 6 6 6 6 6 6
5 5 4 4 4 4 4 4 3 3 3 3
4 3 4 4 3 4 5 5 5 4 5 6
5 5 4 5 3 3 6 5 5 5 5 6
6 5 5 4 4 4 5 6 5 4 5 3
4 4 3 5 3 2 4 4 4 5 5 5
4 3 3 3 2 2 4 5 5 6 5 4
5 6 6 6 2 6 5 5 6 5 5 6
6 7 6 5 3 5 5 6 4 5 5 5
4 6 6 6 4 5 4 4 4 4 5 6
6 7 4 5 2 5 5 6 5 4 5 6
103
5 6 6 6 5 6 4 5 5 5 5 6
6 6 7 6 5 6 6 5 6 6 5 7
5 5 6 5 6 5 5 5 6 4 5 6
4 5 5 5 5 4 4 5 4 5 4 5
5 6 5 3 4 3 5 6 6 5 6 6
4 3 3 3 6 3 5 5 6 5 6 6
6 4 5 5 5 3 5 5 6 6 6 5
6 3 3 3 6 4 5 6 6 6 7 6
5 4 4 5 4 4 5 6 5 5 6 6
5 6 4 6 5 3 4 5 4 5 5 5
4 5 4 4 3 4 4 4 4 4 4 4
4 5 5 5 5 4 4 5 5 5 5 4
4 5 4 5 5 4 4 5 5 5 4 5
4 4 4 4 5 5 5 6 5 5 5 6
4 3 3 2 3 2 5 5 6 6 5 5
5 6 6 5 6 5 5 5 6 6 5 6
4 5 5 5 4 5 4 5 4 4 5 4
4 3 3 5 5 4 5 5 4 4 4 4
5 6 5 6 5 6 5 4 5 5 6 6
5 5 5 6 6 5 4 5 5 6 5 6
4 6 5 5 4 5 5 5 4 5 5 5
5 6 5 6 6 5 5 6 5 6 6 5
5 6 6 5 6 5 6 5 6 6 5 6
6 5 6 5 5 6 5 6 5 5 6 6
5 6 3 3 5 5 5 5 5 4 3 4
3 3 4 3 4 1 4 4 4 5 4 4
4 6 5 5 5 6 4 5 5 5 6 6
5 6 6 5 6 6 5 5 5 6 5 6
6 5 5 4 5 5 5 5 4 6 5 5
5 6 3 3 2 3 5 5 4 4 5 4
3 4 3 2 3 2 4 3 4 4 3 3
5 6 5 5 6 5 5 6 5 6 6 5
6 5 6 5 6 5 5 6 5 5 6 5
6 5 6 5 4 5 5 4 5 5 5 6
5 4 5 4 4 3 5 4 5 5 5 4
6 5 5 4 6 5 5 4 5 5 6 5
3 2 3 4 3 3 3 5 4 5 4 3
3 1 2 2 3 3 4 3 4 3 4 4
6 5 6 5 5 6 6 5 6 5 5 6
5 6 5 6 5 6 5 6 5 5 5 5
4 6 5 5 6 5 6 5 6 5 5 6
5 4 5 6 5 4 5 4 6 5 6 4
104
6 5 6 5 6 3 5 6 5 6 4 6
6 6 7 5 6 5 5 5 6 5 6 5
6 5 6 4 6 5 6 5 6 4 5 6
6 5 5 6 5 5 6 5 6 5 4 6
4 6 5 4 6 5 4 6 5 4 6 5
5 4 6 5 4 5 4 5 5 4 5 4
5 4 6 5 4 6 4 5 5 6 5 5
4 5 4 5 5 4 5 4 5 5 5 6
4 5 4 5 4 5 5 4 5 4 5 5
3 2 3 4 2 1 4 4 4 3 3 4
5 6 6 5 4 6 6 5 6 5 6 5
3 2 3 3 2 3 3 3 4 3 3 4
3 2 3 4 3 3 3 4 4 3 2 3
5 5 4 6 6 7 5 4 5 4 4 4
5 4 5 5 6 5 5 4 5 5 6 5
5 5 4 6 5 5 5 6 6 4 5 4
5 6 6 6 6 6 5 6 5 6 5 6
4 5 5 4 6 6 4 5 5 5 5 6
6 5 6 5 6 5 6 5 5 6 5 5
5 4 5 5 6 4 5 5 4 6 6 6
6 5 6 5 6 5 5 6 6 5 5 6
5 5 5 6 5 5 5 6 5 6 6 5
5 4 5 6 5 5 5 6 5 6 5 5
6 5 5 6 6 5 6 5 5 6 5 6
5 5 6 5 6 5 6 5 6 6 6 5
6 5 5 5 6 6 5 6 5 5 6 5
5 6 5 6 6 5 5 6 6 5 6 5
5 6 5 5 6 5 5 6 5 5 5 6
5 6 5 5 6 6 6 5 6 5 6 5
5 5 6 5 4 5 5 5 6 5 5 5
5 6 6 6 5 7 6 5 6 5 5 5
5 6 5 5 6 4 5 6 6 5 6 6
6 5 6 6 6 5 6 6 5 5 6 6
6 5 6 6 5 5 6 5 6 6 7 6
5 6 5 5 6 5 5 6 5 5 5 6
6 5 6 6 6 5 6 5 6 6 6 5
6 7 6 5 6 7 6 5 6 6 5 6
6 5 6 6 5 6 6 5 6 6 5 6
5 6 5 4 6 5 5 6 5 5 6 5
6 5 6 6 6 5 6 6 5 6 5 6
5 3 3 1 4 4 5 4 5 5 5 6
6 5 5 6 3 6 4 4 4 5 6 6
105
3 2 3 4 2 2 4 5 5 5 4 4
5 7 7 5 5 6 5 6 4 4 6 5
3 3 2 2 3 2 4 4 4 4 5 5
5 6 6 6 7 6 5 6 6 5 5 7
6 5 6 4 4 4 5 6 6 6 5 6
4 4 4 4 4 5 4 5 5 5 6 5
4 4 6 6 6 5 7 6 5 5 6 5
6 6 7 6 5 6 6 5 5 6 6 7
6 5 5 6 6 5 6 5 5 6 6 6
5 6 5 5 6 6 6 5 5 5 6 5
5 6 6 6 6 5 6 5 5 6 6 6
6 5 5 5 6 5 6 6 7 7 6 6
6 5 6 6 6 5 5 6 6 6 6 5
6 6 5 5 6 6 6 5 5 6 6 5
5 6 6 6 5 6 5 6 6 6 6 6
5 5 6 6 6 5 6 5 5 5 5 6
5 6 6 6 5 6 6 5 6 6 6 6
5 5 6 5 4 4 5 6 6 5 5 5
5 6 6 5 5 5 6 5 5 6 6 5
5 5 6 5 5 5 4 6 5 5 6 6
3 2 3 3 4 4 4 5 3 3 4 3
6 5 5 6 6 6 5 5 6 5 5 5
3 3 4 3 2 3 4 3 4 3 3 3
3 2 3 5 3 3 3 4 3 3 3 4
6 6 6 5 6 5 5 6 5 5 6 6
5 6 5 5 6 5 5 6 6 5 5 6
6 4 5 5 4 3 4 5 4 4 5 4
5 6 6 6 5 6 6 5 5 6 6 5
3 4 4 4 4 4 4 3 4 4 3 4
3 4 2 3 3 4 4 3 4 5 4 4
5 4 6 5 5 6 5 4 5 6 5 5
4 5 5 3 2 4 4 5 4 3 4 3
4 4 3 4 2 3 5 4 3 5 4 3
6 5 5 5 6 4 6 5 6 6 5 5
6 4 6 5 6 5 6 6 5 5 6 5
5 5 6 5 6 5 5 6 5 5 6 5
6 5 6 5 5 6 6 5 5 6 5 6
6 5 6 5 4 6 5 6 5 6 5 5
6 5 5 6 6 5 5 6 5 6 5 5
6 5 5 6 5 6 5 6 5 6 6 5
4 6 5 5 6 5 6 5 5 4 6 5
5 6 5 6 6 4 6 5 5 6 5 6
106
3 5 3 2 3 3 4 3 4 2 3 3
5 4 5 6 4 4 5 4 4 5 4 4
5 6 5 4 6 5 5 6 5 4 6 5
5 4 5 4 4 5 4 3 4 4 3 2
5 6 5 4 6 5 6 5 5 6 5 5
6 5 4 4 5 6 4 6 5 6 6 5
4 5 4 3 4 2 5 5 4 5 4 5
4 4 4 3 3 4 4 3 5 5 4 4
4 5 4 4 5 4 4 5 4 4 4 5
3 3 2 4 3 3 2 3 3 4 3 3
4 4 4 4 4 4 4 4 4 4 4 4
5 6 5 5 5 6 5 6 6 5 6 5
5 6 6 6 5 6 5 5 6 6 5 5
5 6 4 5 5 4 4 5 4 4 4 5
6 4 5 5 5 6 5 4 5 5 5 4
5 6 5 5 6 5 4 5 5 5 6 5
5 6 6 6 5 5 5 5 6 5 5 4
5 5 4 6 6 5 5 5 4 4 5 5
3 3 2 3 4 4 3 4 4 4 3 4
5 6 5 3 3 4 4 4 5 4 4 3
6 5 5 6 6 5 5 6 5 5 6 5
6 5 4 5 5 4 4 6 5 5 4 5
5 4 4 5 5 4 5 6 5 4 5 5
6 5 4 5 5 6 6 5 5 5 6 5
5 6 5 5 6 4 5 6 5 4 5 6
3 5 4 6 4 4 5 5 6 5 5 4
5 4 5 5 6 5 5 4 5 5 5 6
3 4 5 3 4 5 4 5 5 4 6 5
4 5 6 5 5 6 6 4 5 5 6 5
3 3 2 3 4 4 4 3 5 5 4 3
5 6 5 5 6 6 4 6 5 5 6 5
5 6 5 4 6 5 5 5 4 4 6 5
5 5 6 5 6 5 5 6 5 6 5 4
5 4 5 6 5 5 6 4 5 5 4 6
3 4 6 4 6 4 4 5 5 5 5 5
5 4 6 5 6 5 5 6 5 5 6 6
5 4 6 5 6 5 6 5 6 5 4 6
5 6 5 5 6 5 4 6 6 6 5 7
5 4 5 6 4 5 4 6 5 5 6 5
4 6 5 6 5 5 5 4 5 6 5 5
5 4 4 3 4 3 4 6 5 5 4 6
4 5 5 5 4 5 4 5 5 4 5 5
107
5 6 6 6 5 5 4 6 5 5 6 5
5 6 5 4 5 6 4 5 4 5 5 6
5 6 5 5 6 5 4 5 5 5 6 5
5 4 5 5 5 4 4 5 5 5 4 5
5 6 5 4 5 5 4 6 5 6 5 5
5 7 5 5 5 4 5 6 5 4 6 4
5 3 4 5 4 4 6 4 5 5 6 5
5 5 6 5 4 5 5 6 5 4 5 5
6 5 4 5 5 7 5 5 6 5 5 6
6 4 5 5 6 6 4 5 5 4 6 6
5 4 5 5 5 4 5 6 6 6 5 5
4 6 5 5 5 6 6 5 5 4 6 5
6 5 6 5 5 6 6 5 5 5 6 6
6 5 5 4 6 5 5 6 5 6 5 5
4 5 5 6 5 5 4 5 5 4 5 7
3 2 1 2 2 4 5 4 5 5 4 3
5 6 5 4 6 5 5 6 6 5 5 5
5 4 5 5 4 5 5 4 5 5 5 4
6 5 5 6 6 5 6 5 5 7 6 5
6 5 5 5 4 4 5 4 5 5 5 6
2 3 3 3 2 2 3 4 3 4 4 4
4 5 5 5 4 4 5 4 5 5 5 4
4 5 5 5 4 4 5 4 4 6 6 5
4 4 5 5 6 5 5 4 5 6 5 5
6 7 6 5 5 5 5 7 5 3 5 4
6 5 5 5 4 5 4 5 5 4 5 5
5 6 4 5 6 5 5 6 5 6 5 4
6 4 5 5 4 4 4 6 5 5 6 5
6 5 5 6 4 5 6 5 5 4 5 5
6 5 5 7 5 5 5 6 5 5 6 5
5 6 5 5 6 5 5 6 6 5 5 6
6 5 5 6 4 6 5 6 6 5 5 4
6 5 6 6 5 3 4 6 5 5 4 5
5 6 6 4 5 5 5 6 5 5 4 5
5 4 5 5 5 4 4 6 6 5 5 6
5 4 4 6 5 4 6 5 5 6 5 4
2 3 3 4 3 1 4 6 3 4 3 3
5 6 6 5 5 6 5 4 6 5 5 5
6 5 5 4 6 5 4 6 5 5 6 5
5 6 5 4 5 6 5 5 4 4 5 4
5 2 4 3 3 2 5 4 5 5 4 4
6 4 4 5 5 4 6 5 4 5 5 4
108
6 5 5 6 6 4 5 6 6 5 4 5
6 6 5 5 6 5 4 6 5 5 6 5
7 4 5 5 6 5 6 5 4 5 5 5
6 4 5 6 5 6 5 6 6 6 5 6
6 5 5 6 6 5 6 7 5 5 6 6
6 4 4 6 5 5 4 5 5 4 4 5
6 5 6 5 5 4 5 6 5 4 5 4
6 5 5 5 6 5 5 6 5 5 4 5
5 6 5 5 6 5 4 6 5 6 6 5
4 6 5 6 6 5 5 6 6 4 5 5
5 6 6 4 5 4 5 6 6 4 5 5
5 6 7 6 6 5 4 6 5 5 6 5
5 6 6 5 5 5 6 5 5 6 5 6
5 6 6 5 5 6 5 6 4 5 5 6
6 5 5 5 6 5 6 5 6 6 5 6
6 5 5 4 6 5 5 5 6 7 5 5
5 4 5 6 5 4 5 6 5 6 6 5
5 6 6 5 5 6 5 6 6 5 5 6
6 5 5 6 6 5 4 6 5 5 6 6
6 6 7 6 5 5 6 5 6 6 5 5
4 3 3 2 3 3 4 3 4 3 3 3
6 5 5 6 7 5 5 5 6 5 5 6
6 5 5 6 6 4 5 5 6 6 5 6
5 6 5 5 6 4 5 6 6 6 5 5
6 5 5 6 7 5 5 6 5 6 6 6
6 5 5 6 5 5 5 6 5 5 6 5
5 6 5 5 5 5 5 6 6 5 6 5
5 6 4 6 5 6 6 6 4 6 4 5
5 6 6 5 5 5 5 6 6 7 5 5
7 6 5 6 6 6 5 6 5 5 6 5
5 6 5 5 4 5 5 6 6 6 5 5
5 6 7 6 7 6 5 4 5 6 6 6
6 5 5 5 7 6 4 5 5 7 6 5
5 6 6 6 4 5 5 6 6 5 5 5
5 5 5 4 4 4 4 5 5 5 4 4
4 5 5 5 4 5 4 5 5 5 5 4
6 5 5 5 4 4 5 6 6 5 5 6
4 6 5 5 6 4 5 6 6 7 5 5
4 6 6 5 5 7 6 5 5 6 6 4
5 6 6 6 4 6 5 6 6 6 5 5
4 4 2 3 3 4 3 4 4 3 3 4
5 4 5 4 5 4 4 4 5 6 5 4
109
AOA1 AOA2 AOA3 AOA4 AOA5 AOA6 SR1 SR2 SR3 SR4 SR5 SR6 SR7 SR8 SR9 SR10
6 5 4 5 5 6 4 4 4 4 4 5 4 5 5 5
2 3 4 4 4 3 4 4 4 4 4 4 4 4 4 4
4 4 5 4 4 5 5 4 5 5 5 6 5 5 6 5
5 5 4 4 5 5 5 5 4 5 5 5 4 5 5 4
3 3 3 4 3 3 2 2 3 3 3 3 3 3 3 4
3 3 4 5 6 5 4 4 6 6 6 5 5 5 5 5
3 5 3 4 5 3 3 2 2 2 3 3 2 2 3 2
6 6 6 6 3 7 4 4 4 4 4 4 4 4 4 4
4 3 3 4 3 4 5 4 4 4 5 5 5 3 4 5
3 4 3 3 3 3 4 3 4 4 4 4 4 4 4 5
6 5 5 5 5 7 4 5 5 4 5 5
5 7 6 6 7 6 5 6 6 7 6 6
6 5 5 4 4 6 4 6 6 6 5 6
4 6 5 5 6 6 5 5 4 6 6 5
6 5 6 5 5 7 5 4 4 6 6 5
4 5 3 2 3 3 4 5 4 3 4 4
5 5 6 5 5 6 5 6 6 5 5 5
5 5 4 5 5 5 4 5 5 5 5 4
4 5 5 5 5 4 5 6 6 6 5 7
5 6 6 6 7 6 6 6 5 7 6 6
6 5 7 6 6 6 6 7 7 7 6 6
5 5 6 5 5 5 6 5 5 5 7 6
2 3 3 2 4 2 4 3 3 3 2 3
4 5 5 5 4 5 4 5 5 4 5 5
5 5 4 5 5 6 5 5 4 4 6 5
5 6 6 6 6 5 5 5 6 5 5 6
5 4 4 4 4 4 5 4 4 6 6 5
4 4 5 4 4 6 5 5 4 5 5 4
3 4 4 3 4 4 5 3 4 4 5 4
3 2 2 3 3 4 4 4 3 4 3 3
5 5 4 5 6 4 6 5 5 5 4 5
5 7 6 6 5 5 5 6 6 7 5 5
4 7 6 6 5 7 5 4 5 6 6 5
6 5 5 6 6 5 4 4 6 6 6 6
5 6 6 5 7 6 5 5 7 6 5 5
5 5 6 5 4 5 6 4 5 6 6 5
2 3 3 3 2 2 3 4 4 4 2 3
3 3 3 4 2 3 3 4 4 3 5 3
6 5 5 5 6 6 6 5 5 6 6 5
5 3 2 4 3 3 3 4 4 5 4 3
110
3 3 3 4 4 4 5 5 5 6 6 6 6 6 6 6
5 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4
3 4 5 5 6 6 5 5 6 5 5 5 5 6 4 5
5 6 6 6 7 5 5 5 4 4 5 4 6 5 5 4
5 5 6 5 5 6 4 5 5 4 5 4 5 5 5 5
4 4 3 5 6 4 4 4 4 4 5 6 5 4 5 5
4 5 4 5 7 4 5 4 5 5 5 5 5 4 7 6
5 5 4 6 7 5 5 4 5 5 6 5 6 4 6 5
4 5 6 7 7 5 5 5 6 5 6 6 7 6 5 5
4 4 4 6 6 4 5 5 5 5 5 6 6 5 7 6
6 5 4 7 7 4 4 5 5 6 5 6 6 5 5 6
3 3 3 6 7 5 4 5 4 5 5 6 5 5 6 5
6 5 6 5 6 6 5 5 6 6 5 6 6 6 7 6
6 5 5 6 5 4 5 5 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 4 5 5 5 5 5 4 5 5
5 6 6 5 5 6 6 6 5 6 6 7 5 6 7 6
5 6 5 7 7 5 5 6 5 5 6 6 5 6 5 5
5 3 5 7 7 4 5 5 6 6 5 6 5 6 6 6
5 6 6 7 7 5 5 5 6 6 5 5 6 6 5 7
5 5 4 6 7 6 5 6 5 6 5 6 6 5 6 5
5 4 5 6 7 6 6 5 6 5 6 6 5 5 6 5
5 4 3 5 6 4 5 4 5 5 4 5 5 5 5 5
5 5 4 6 7 5 5 4 5 5 5 5 5 4 5 5
4 5 5 5 5 5 5 4 5 5 5 5 5 5 4 5
4 5 5 6 6 4 5 6 5 6 5 5 5 6 6 5
5 4 5 6 7 5 5 5 4 5 5 5 5 5 6 5
5 6 5 6 5 4 6 4 5 6 5 5 6 6 6 7
5 4 4 6 6 4 5 4 5 4 5 5 5 5 5 6
3 5 3 5 5 4 4 5 6 5 5 4 5 5 5 5
5 6 6 7 7 5 5 5 6 5 6 5 6 5 6 5
4 5 6 6 7 5 5 4 5 6 6 6 6 5 5 6
5 6 5 6 7 6 5 6 5 5 6 5 5 6 5 5
5 6 5 6 6 5 5 5 6 6 5 6 5 5 7 6
6 5 6 7 6 5 5 6 5 6 6 6 5 5 5 5
5 6 5 6 5 5 5 6 5 5 6 5 6 6 5 7
5 5 6 7 7 4 5 5 6 5 6 5 5 5 6 5
4 5 3 6 6 4 6 5 5 6 5 5 6 5 5 4
4 5 6 5 5 6 5 4 5 6 5 6 5 6 5 5
5 5 6 7 7 5 5 6 5 5 5 6 6 5 5 5
5 5 6 5 6 5 5 5 6 5 5 6 5 5 5 4
5 3 3 4 4 4 4 4 5 5 6 5 5 5 6 5
4 4 4 3 4 4 3 4 4 5 6 6 5 4 5 6
111
5 6 5 6 7 6 5 6 5 6 5 6 5 5 6 6
5 6 5 6 7 6 5 6 6 5 6 5 6 6 5 6
5 4 5 6 6 4 5 6 5 5 6 6 5 7 6 5
5 5 4 5 6 4 5 4 4 3 4 3 3 4 3 4
5 6 6 7 7 5 5 6 5 6 5 4 5 6 5 6
4 4 3 6 6 7 5 4 4 5 4 4 4 4 4 4
3 4 4 6 7 4 4 5 4 5 4 5 4 4 5 4
6 5 6 6 7 5 6 4 7 5 6 5 4 5 4 5
6 6 5 7 6 6 5 6 5 5 6 5 5 6 5 5
5 5 5 6 7 6 5 6 5 6 5 5 5 6 5 5
6 5 6 6 7 6 5 6 5 6 6 5 6 5 5 5
5 4 5 6 7 7 5 6 7 5 6 4 5 6 4 4
5 6 5 5 6 5 5 4 6 5 6 5 5 5 6 6
6 5 6 5 7 5 4 5 5 4 5 5 4 5 6 5
6 4 5 4 6 5 4 5 6 6 5 6 5 6 5 5
4 6 5 6 5 6 5 4 5 6 5 6 4 6 5 4
5 4 5 5 4 6 6 4 5 4 4 5 4 5 4 5
6 5 6 7 5 6 5 6 4 5 6 5 6 4 5 6
5 6 5 6 5 6 4 4 5 5 5 4 5 4 5 4
5 4 5 6 7 5 5 5 4 5 5 5 4 5 5 4
4 3 3 6 5 4 5 4 5 4 5 5 4 5 5 4
5 6 5 6 7 6 5 6 5 6 5 5 6 5 5 6
2 4 4 5 5 4 4 5 4 4 5 5 4 4 5 4
3 5 4 5 6 4 4 4 4 4 3 4 4 5 3 3
5 5 5 6 6 5 5 4 5 4 4 6 5 5 6 5
6 5 6 7 6 5 5 6 5 6 5 5 4 5 5 4
6 5 5 6 5 4 6 5 5 5 6 4 6 5 6 4
5 6 5 6 6 5 5 4 5 5 6 5 5 6 5 5
5 5 6 7 7 5 5 5 6 5 5 4 6 5 7 5
5 6 5 7 7 4 6 5 6 5 5 6 5 5 6 6
5 5 6 6 7 5 5 4 5 6 6 6 6 5 6 5
6 5 6 7 7 5 5 5 6 5 5 6 6 5 5 5
5 6 5 6 6 5 5 6 5 5 6 6 5 6 6 5
6 5 6 5 7 5 6 5 6 6 5 6 5 6 5 6
5 6 5 6 6 4 5 6 6 5 5 6 5 5 5 5
5 6 5 5 5 6 6 5 6 5 5 6 6 5 5 6
5 6 5 6 6 5 5 6 5 5 5 5 5 5 6 5
5 6 6 7 7 6 5 6 5 5 6 6 5 5 6 5
5 6 5 6 5 5 5 6 5 6 5 6 5 5 4 6
6 5 6 7 7 6 6 6 5 6 6 5 6 6 6 5
5 6 5 6 7 5 5 6 5 5 6 5 5 5 6 6
6 5 5 6 6 5 5 6 5 6 6 5 6 6 5 5
112
5 4 6 5 7 5 6 6 5 6 5 5 6 4 7 6
6 5 5 6 5 5 6 5 5 6 6 6 5 6 5 5
5 6 6 6 6 6 6 5 6 6 5 6 5 6 6 6
5 6 5 6 6 6 5 6 5 5 5 6 5 5 5 6
6 5 5 7 7 5 5 6 6 5 6 6 5 5 5 6
6 6 2 6 5 6 5 4 6 5 5 6 5 6 5 6
5 6 6 6 7 5 6 7 6 6 5 6 6 6 5 5
6 5 5 6 7 5 5 6 7 6 5 6 6 5 7 6
5 5 6 7 7 6 5 6 6 6 6 5 5 6 6 5
6 5 5 5 6 5 6 5 5 6 5 5 6 5 7 6
5 6 4 7 7 6 5 6 5 5 6 5 5 6 7 7
4 4 3 5 5 4 5 5 7 5 4 6 6 5 7 5
4 5 5 6 7 5 5 5 6 5 6 4 4 6 7 4
2 2 2 3 2 5 4 4 6 6 5 4 5 4 5 4
5 6 6 6 7 6 5 6 6 6 5 6 6 7 7 7
3 3 4 7 7 5 6 5 7 7 6 6 6 6 7 7
5 6 5 7 7 5 5 6 6 5 6 5 6 5 7 4
6 5 5 7 7 6 5 6 6 6 5 5 5 5 6 5
5 6 6 7 7 6 6 6 7 6 6 6 6 7 7 7
5 5 6 7 7 6 5 5 7 6 6 7 6 6 7 6
6 5 6 7 7 6 6 6 5 6 7 6 5 6 6 7
5 4 6 7 6 5 5 5 6 6 5 5 6 6 7 6
5 6 6 7 6 6 5 6 5 5 6 6 5 5 6 6
6 5 5 7 7 6 5 6 5 6 6 6 5 5 7 6
5 6 5 7 7 6 6 5 6 6 6 5 6 6 5 6
5 6 6 7 7 6 5 6 6 6 5 6 5 6 5 6
5 6 6 6 7 6 6 5 5 5 5 5 6 6 5 6
6 5 6 7 7 5 5 5 6 5 6 6 6 6 5 5
5 6 6 5 5 7 6 5 6 5 5 5 6 6 5 5
5 6 6 6 7 6 5 6 5 5 5 5 6 6 7 4
5 6 5 5 5 6 4 5 5 5 6 6 6 5 5 6
4 3 4 5 5 4 4 5 4 3 4 4 3 4 4 3
6 5 5 6 7 5 6 5 6 6 5 5 5 4 4 5
4 3 4 6 6 3 4 4 3 4 3 4 6 4 4 3
5 5 3 5 6 4 4 3 5 5 5 4 5 5 4 3
5 6 5 6 6 5 5 6 5 5 5 6 6 5 6 5
5 6 5 7 6 6 6 5 6 6 5 6 5 5 4 6
3 6 5 5 7 4 5 5 4 5 5 4 3 5 4 4
5 6 6 7 6 5 6 5 6 6 5 5 6 5 5 6
5 3 4 5 6 4 5 6 5 5 6 5 4 5 6 5
5 4 5 6 6 2 6 5 4 5 5 4 6 5 5 5
5 6 5 7 6 5 5 6 5 5 7 6 5 6 5 5
113
4 5 4 6 5 4 4 5 5 5 4 5 5 6 5 6
4 3 4 4 3 3 4 3 5 4 4 4 4 3 5 4
5 6 5 6 7 3 5 4 6 5 5 6 5 5 6 5
6 5 6 7 7 5 5 6 5 6 5 6 5 5 5 6
5 6 5 1 7 5 6 5 6 5 6 5 5 6 5 5
6 5 3 5 6 5 5 6 5 6 5 6 4 5 5 6
6 5 5 6 6 5 5 4 6 5 5 6 5 6 6 5
5 6 5 6 7 5 5 6 5 6 6 6 4 6 5 6
6 5 5 5 6 5 5 5 5 6 6 6 5 6 5 5
6 5 6 6 5 5 6 5 5 6 5 6 5 5 6 5
5 6 5 6 6 6 5 6 5 5 7 6 5 6 5 4
4 3 4 6 5 2 4 5 4 3 3 3 4 3 4 3
5 5 3 5 5 4 5 6 5 5 4 6 5 5 4 5
5 6 4 6 6 5 5 5 6 5 6 5 6 5 5 6
3 4 3 6 5 3 5 4 5 5 4 5 4 4 5 4
6 5 5 7 6 5 5 6 5 6 5 6 5 6 5 6
5 6 4 5 4 6 5 4 6 5 5 6 5 5 5 4
4 5 4 4 4 5 4 5 4 4 3 3 3 3 3 4
4 5 4 5 6 5 5 4 5 4 3 3 4 4 3 4
5 4 4 3 5 4 4 3 4 5 4 4 4 5 4 4
4 3 5 5 6 4 4 5 6 4 3 4 4 4 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 6 7 7 4 4 6 6 5 5 5 6 5 5 6
4 5 5 6 5 5 5 6 5 5 5 6 6 4 5 5
4 6 5 7 7 5 4 5 5 5 4 4 5 3 5 5
5 5 4 6 6 5 5 5 6 5 5 6 5 6 5 5
4 5 5 6 6 4 5 6 5 5 4 6 4 5 5 5
5 6 6 5 6 5 5 6 5 5 5 6 6 6 6 5
4 6 5 5 6 6 5 5 6 5 5 5 6 5 5 4
5 4 4 6 7 5 5 5 4 5 3 3 4 4 4 3
5 4 4 5 5 3 4 3 5 3 3 4 4 2 3 3
5 6 5 5 6 5 5 6 5 5 5 5 5 6 5 4
5 5 4 6 6 5 5 6 5 5 4 6 5 5 6 5
4 5 5 6 6 5 6 5 6 5 4 5 5 6 5 5
5 6 4 5 6 5 6 5 5 6 5 5 5 6 5 5
6 5 4 5 5 4 5 6 5 5 6 6 5 5 4 4
4 5 5 6 6 5 5 6 5 5 6 5 5 4 5 6
4 5 5 6 5 5 5 5 4 4 6 5 5 6 5 5
4 5 6 6 7 5 4 5 4 6 5 5 4 5 5 4
5 4 5 6 6 5 5 6 5 5 6 4 5 5 4 5
4 5 3 6 6 3 4 4 3 3 4 4 5 4 3 4
4 6 5 6 5 5 5 6 5 5 6 6 5 5 5 5
114
6 5 6 6 7 5 5 6 5 5 6 5 5 6 5 6
5 6 5 7 4 5 3 5 5 4 5 4 4 4 5 4
5 4 5 6 6 5 4 5 5 4 5 5 4 6 5 5
4 6 5 5 5 6 4 6 5 4 5 5 6 5 5 6
5 6 5 6 7 6 6 5 5 6 5 5 6 6 4 5
5 6 4 6 6 5 5 6 5 5 6 5 6 5 5 6
5 4 5 6 7 5 5 6 5 4 5 5 6 7 5 5
5 4 6 6 5 5 4 6 6 5 5 6 5 5 4 6
5 7 5 6 5 6 5 6 6 5 5 6 5 5 6 5
5 5 4 6 6 4 5 6 5 6 6 6 5 6 5 5
4 5 5 6 7 4 5 4 5 5 5 5 5 6 6 5
5 6 5 5 6 5 4 6 5 6 6 5 5 6 6 5
5 6 5 7 6 5 5 6 5 4 6 5 6 5 5 6
5 6 5 6 6 5 5 6 6 5 5 6 5 6 5 5
5 5 5 6 5 5 6 5 5 5 5 6 5 5 4 6
5 6 5 7 6 5 5 6 5 5 6 5 5 6 6 5
5 6 6 5 7 4 5 4 4 6 4 4 4 6 3 3
5 4 5 6 5 4 5 5 4 5 5 4 6 5 5 6
5 5 5 4 6 5 5 6 5 5 5 4 6 5 4 6
6 5 6 6 7 4 5 6 5 5 4 5 6 5 5 5
5 6 6 7 7 5 5 6 6 5 7 5 5 6 4 4
4 6 5 6 6 5 5 6 5 5 6 5 5 6 6 4
5 4 5 7 6 5 5 6 6 6 5 6 6 6 5 7
5 6 5 6 7 6 4 6 5 5 6 5 5 5 4 4
5 6 5 7 6 5 6 5 6 5 5 5 6 5 5 5
5 6 5 7 7 4 4 6 5 4 4 5 6 4 5 4
2 3 2 3 5 4 4 3 3 4 3 3 3 3 2 5
5 6 5 6 5 5 6 5 6 6 6 4 5 5 6 6
4 5 4 6 6 6 5 6 4 5 5 5 6 5 5 6
6 6 5 6 7 5 5 6 6 5 5 6 6 7 5 5
5 5 4 5 4 5 6 5 5 4 5 5 5 6 5 4
4 5 2 7 6 4 4 5 4 3 3 4 4 3 4 4
4 5 5 7 6 4 5 4 4 6 5 5 6 7 5 5
5 4 5 5 6 5 5 4 5 5 5 6 5 5 4 6
4 5 6 5 6 5 5 4 4 4 5 4 6 6 5 4
6 5 4 6 7 5 4 6 5 5 6 5 5 6 5 5
5 4 4 6 6 5 5 6 6 5 5 5 6 4 5 5
6 5 4 5 6 6 5 4 5 5 6 5 5 6 5 5
5 6 5 6 6 5 6 5 5 6 5 4 6 6 5 4
5 5 6 7 6 5 5 4 5 6 5 5 6 6 4 6
6 5 5 5 6 6 6 5 5 6 5 5 6 5 5 5
5 5 4 6 6 5 5 6 6 5 5 6 6 4 5 6
115
5 6 6 6 7 6 4 5 6 5 5 6 5 4 5 5
4 6 5 4 4 5 4 5 5 6 6 5 5 5 4 4
4 6 5 5 6 4 4 6 5 5 4 5 6 5 4 5
5 4 4 6 7 5 5 4 5 5 4 6 5 4 5 4
5 6 5 6 7 7 5 4 6 5 5 6 4 5 4 4
3 5 4 6 7 5 4 5 4 4 4 4 4 5 4 4
5 6 5 6 7 5 4 5 4 5 5 7 5 5 4 7
4 6 6 7 5 5 4 5 5 4 6 5 5 6 5 5
4 5 5 6 6 5 6 5 5 5 6 5 5 4 6 5
4 5 5 6 6 4 4 6 4 3 4 4 3 5 4 4
6 5 6 7 7 5 6 5 5 6 6 5 5 6 6 4
5 6 5 7 6 5 5 6 5 6 6 6 5 4 5 5
4 6 5 6 7 4 5 7 5 5 5 4 6 5 4 5
6 5 5 6 7 4 6 5 5 4 5 5 6 5 4 6
6 5 5 6 7 6 6 5 6 6 5 5 6 5 5 7
6 5 5 7 7 6 5 5 6 5 5 6 6 5 4 6
5 4 5 6 6 4 5 6 5 5 4 4 6 6 5 5
5 6 6 5 7 5 4 5 6 5 5 6 6 5 5 6
6 5 5 7 5 5 6 5 5 6 5 5 5 6 5 5
4 6 5 6 5 4 6 5 6 5 4 5 5 6 6 4
5 6 5 6 6 4 7 6 5 6 6 5 4 5 6 5
5 6 5 5 6 4 5 4 6 6 5 5 5 6 5 5
5 6 6 7 6 5 5 4 6 5 5 6 6 5 5 6
5 6 5 7 7 5 5 6 6 5 5 6 6 6 5 5
5 6 5 7 6 5 6 5 6 6 5 5 6 5 4 5
5 6 5 6 6 5 5 6 6 5 5 6 5 5 5 5
4 6 5 6 6 4 5 6 5 5 5 4 6 5 5 5
4 6 6 7 6 5 4 6 5 5 6 6 5 6 6 5
5 6 4 6 7 5 6 5 5 6 6 5 5 6 7 6
6 5 4 6 6 5 4 6 6 5 4 5 4 5 6 5
4 7 5 6 5 5 4 6 5 5 6 6 5 4 5 5
4 3 4 6 5 4 4 3 3 4 3 3 6 4 5 4
5 5 4 6 7 5 5 5 6 5 5 6 5 5 6 5
5 6 6 6 7 5 5 6 7 6 5 6 5 5 4 6
5 6 6 5 7 6 5 5 6 5 5 6 6 5 5 6
6 6 5 7 6 5 5 6 6 6 5 4 6 5 5 5
4 5 5 6 7 4 5 6 5 5 4 4 5 5 4 6
5 5 5 6 6 5 5 6 5 5 6 5 6 6 6 6
6 5 5 4 7 5 5 4 6 4 5 4 6 5 6 4
5 6 5 6 7 6 4 6 5 5 6 6 6 5 5 6
4 6 5 6 7 6 5 6 5 5 5 6 7 6 6 5
5 6 6 7 7 4 5 6 5 5 6 6 6 5 6 5
116
4 6 6 6 7 5 5 6 6 6 7 6 6 5 6 5
4 5 5 6 6 5 6 5 5 6 5 5 4 4 4 6
4 5 5 7 7 5 4 6 6 5 5 6 5 5 5 4
4 6 5 5 6 4 6 5 5 6 5 5 4 5 5 4
4 4 5 6 6 4 4 6 6 5 5 5 6 6 5 5
4 4 5 7 7 5 4 7 6 5 5 5 6 5 5 5
4 5 5 6 7 5 4 5 5 7 5 5 4 4 5 5
4 4 6 7 6 5 4 6 6 6 5 5 4 6 5 5
4 6 5 4 5 5 5 6 6 5 5 7 6 6 4 5
4 3 4 5 6 5 4 5 5 5 4 5 5 4 4 6
4 5 3 4 4 3 4 5 5 5 4 4 4 5 5 6
5 4 4 6 6 5 4 6 6 5 5 5 6 5 5 5
5 7 6 6 6 5 5 6 6 6 5 6 6 7 6 6
4 7 6 6 6 5 4 6 5 5 6 5 5 6 6 6
5 6 6 5 6 5 4 6 6 5 5 5 6 6 5 7
5 7 6 7 7 5 5 6 6 5 5 5 5 7 6 6
3 4 4 5 6 5 4 5 5 5 5 5 4 4 5 5
6 6 5 7 7 5 5 6 5 5 7 6 5 5 6 5
4 6 5 6 6 5 4 6 5 5 5 6 5 5 6 5
5 6 6 5 4 6 5 6 6 6 5 5 6 5 5 5
7 6 6 7 7 4 6 6 5 6 5 6 6 6 5 6
5 6 6 7 6 6 5 6 6 6 5 6 6 6 6 7
6 5 5 6 6 4 6 5 5 7 6 6 5 6 6 6
3 4 4 6 6 4 3 4 4 2 4 3 3 3 4 4
4 5 5 6 6 5 4 5 5 4 6 5 6 5 5 5
5 4 5 6 6 4 5 5 5 6 5 5 5 5 5 5
4 6 6 7 7 6 5 5 7 6 6 6 5 5 6 6
5 6 6 7 7 6 5 5 7 6 6 6 5 5 5 4
5 4 4 6 6 5 5 5 6 6 5 5 6 5 5 4
5 3 4 3 3 4 4 3 4 5 5 5 4 4 4 5
2 3 3 5 5 4 4 3 3 3 4 4 2 2 3 3
6 4 5 6 6 5 6 5 5 6 6 5 5 4 4 6
5 4 5 6 7 5 4 6 5 5 6 5 5 7 6 5
5 4 4 6 7 6 5 5 7 6 6 5 5 6 6 5
5 4 4 7 6 6 5 4 4 7 6 6 5 5 4 5
4 6 6 4 6 6 5 6 6 6 5 5 7 6 6 5
4 5 5 6 6 4 5 5 7 6 6 6 5 7 7 6
3 4 4 6 6 4 3 2 3 4 3 3 5 4 4 3
4 5 5 5 4 6 6 5 4 5 5 5 4 4 6 5
4 7 6 7 6 6 5 6 6 5 5 6 6 6 5 5
3 5 4 6 7 5 4 5 5 4 4 6 5 5 6 5
117
Respondents by Dependent Variable
BL1 BL2 BL3 BL4 BL5
4 5 5 5 5
4 4 4 5 5
4 4 5 5 5
4 5 5 5 4
2 2 3 2 3
5 4 4 5 5
3 2 2 3 3
5 5 3 6 6
5 4 4 5 4
3 3 3 5 5
5 5 5 6 5
4 4 4 4 4
4 4 4 5 5
5 5 4 6 6
4 4 4 4 4
4 4 4 4 4
4 4 4 5 5
6 4 4 6 6
4 4 6 6 5
4 3 3 5 4
4 3 2 5 4
5 5 4 5 6
6 6 6 5 5
4 5 4 4 4
4 5 5 5 5
6 5 6 6 5
5 4 5 5 4
5 6 5 6 5
5 6 6 7 6
4 6 5 6 5
4 5 5 4 4
4 4 4 4 4
4 4 4 4 5
4 5 5 5 6
5 5 4 5 5
4 5 5 6 4
5 6 5 5 6
4 5 6 5 5
118
4 4 4 4 4
5 5 6 5 5
6 5 5 6 5
5 6 5 6 5
5 6 6 6 5
5 6 5 5 6
5 6 5 5 5
5 5 5 6 5
4 4 4 4 4
5 6 5 5 6
5 5 5 6 5
4 5 6 5 5
4 4 4 4 3
4 4 5 4 4
5 6 6 5 5
5 6 5 6 6
5 6 5 6 6
4 2 4 5 3
5 6 5 6 5
4 3 4 4 3
4 3 5 4 4
5 4 5 4 5
5 6 5 6 5
6 5 4 6 5
6 6 5 6 5
5 5 6 5 6
6 5 6 5 5
5 4 6 5 6
5 6 5 4 5
6 4 6 5 6
5 4 5 5 4
5 4 5 6 5
5 4 5 5 5
5 6 5 6 4
4 5 4 5 5
5 4 6 5 6
4 5 4 4 3
3 2 3 3 2
5 6 5 5 5
6 6 5 6 5
5 4 5 5 5
5 4 5 6 5
119
5 6 5 5 6
5 4 5 5 6
5 6 5 6 5
5 6 5 5 5
5 6 5 5 6
5 6 5 4 5
5 5 6 5 5
5 6 6 5 6
5 6 5 6 5
5 5 6 6 5
5 6 5 6 6
5 6 6 6 6
6 5 6 5 6
5 6 5 5 6
5 6 5 6 6
5 6 5 5 5
5 6 6 5 5
6 5 5 6 5
6 5 4 7 5
5 5 6 5 5
6 6 5 6 5
5 4 6 5 5
5 6 5 5 5
5 4 5 4 4
4 5 5 5 4
4 4 4 4 4
6 4 5 7 5
4 2 5 4 4
5 6 6 5 7
4 5 5 5 6
4 4 4 6 4
5 6 5 7 5
5 5 5 7 6
5 5 6 6 5
5 5 6 5 6
5 6 5 5 5
5 6 7 6 5
5 4 5 6 5
5 6 5 6 6
5 6 6 5 5
5 6 5 6 5
4 5 6 5 5
120
5 6 5 5 6
5 6 6 5 5
4 6 5 5 5
3 3 4 3 3
5 5 4 7 5
2 3 3 3 3
4 5 4 4 4
5 6 6 5 5
5 6 6 5 6
3 2 3 3 4
5 6 6 5 5
5 4 5 5 5
3 2 4 5 2
5 6 5 6 6
5 6 5 5 4
2 3 4 3 3
5 5 6 7 5
5 6 5 5 6
5 6 5 5 5
4 5 6 5 6
5 6 5 5 4
5 6 5 5 6
5 6 5 5 6
4 5 6 5 5
5 4 5 5 6
3 2 3 6 3
2 3 4 5 3
6 5 6 5 5
5 4 4 4 5
5 5 6 5 5
6 4 5 6 4
5 4 4 5 3
4 3 3 5 3
2 3 2 5 3
2 3 3 3 2
4 4 4 4 4
5 6 5 5 6
5 6 5 5 5
4 5 4 4 5
5 4 5 5 4
5 4 5 5 4
5 6 6 5 6
121
5 6 5 5 6
3 3 4 3 3
3 3 2 4 1
4 6 5 5 6
5 6 5 5 6
5 4 5 4 5
5 4 5 5 5
4 5 5 6 4
6 5 5 6 5
4 6 5 5 6
4 3 4 5 4
5 6 5 4 5
4 2 3 4 3
5 6 6 6 5
5 4 5 6 5
3 2 4 4 3
5 4 5 5 4
4 5 6 5 5
4 5 4 5 7
5 5 6 5 5
5 6 5 5 6
5 5 6 5 5
4 5 5 4 6
4 5 5 4 4
4 5 5 4 5
4 5 5 5 6
4 5 4 5 6
5 6 6 5 5
5 6 5 5 5
5 6 5 5 5
4 5 5 4 4
4 6 5 4 5
5 4 5 4 5
4 5 5 4 5
5 5 4 5 6
5 4 4 5 4
5 4 6 5 5
4 5 4 4 4
6 7 6 5 5
5 5 4 5 6
2 2 1 3 2
5 4 6 5 5
122
5 6 5 5 6
6 5 6 5 5
5 6 5 4 6
4 3 5 3 2
5 6 5 5 4
5 6 4 4 5
5 5 4 6 5
6 6 7 5 7
5 6 5 5 6
5 4 5 5 5
6 5 5 5 5
6 5 6 6 5
5 5 5 5 6
4 6 5 5 4
5 6 4 5 5
4 5 5 4 6
5 6 6 5 5
6 4 5 5 6
5 6 5 5 6
5 5 4 5 4
5 4 5 6 5
4 5 5 5 4
4 5 4 4 5
3 2 4 3 2
5 6 5 5 5
5 6 5 5 5
5 5 4 6 5
4 6 5 4 5
5 6 5 5 6
5 6 5 5 6
5 4 5 5 6
5 6 5 5 5
5 6 5 5 6
5 5 4 5 5
5 6 5 6 6
4 5 5 6 5
5 6 7 6 6
5 4 5 5 5
5 6 6 5 5
4 6 5 6 6
4 6 5 5 5
5 4 6 5 5
123
4 5 6 5 5
5 6 6 5 5
4 5 6 5 5
3 2 4 4 3
5 6 5 5 6
5 6 5 5 6
5 6 5 5 6
5 5 7 6 5
5 6 5 6 6
5 5 5 6 5
6 5 6 6 4
5 6 5 5 6
5 6 6 5 5
5 5 6 5 6
5 6 6 5 5
5 5 6 5 5
5 4 4 5 5
5 6 4 5 5
4 5 5 5 4
4 6 5 5 6
4 6 6 5 6
4 6 5 5 5
4 6 6 5 5
3 6 4 4 3
3 2 3 3 3
5 5 4 6 5
5 6 6 6 5
4 6 5 5 5
4 4 5 4 5
4 5 5 5 6
2 3 2 5 3
5 6 7 6 6
5 5 6 5 5
4 6 5 5 5
6 5 5 6 6
5 6 6 5 7
5 5 5 5 6
3 3 2 5 3
5 5 6 5 5
4 6 5 5 5
5 5 6 5 5
4 5 5 5 6