THE INFLUENCE OF PRODUCT INNOVATION AND …repository.uinjkt.ac.id/dspace/bitstream/123456789... · konsumen sepatu converse. Penelitian ini menggunakan 100 responden dan keseluruhan

THE INFLUENCE OF PRODUCT INNOVATION AND

AUTOBIOGHRAPHICAL MEMORY TOWARD PURCHASE

INTENTION THAT IMPACT ON CONVERSE SNEAKERS CUSTOMER

LOYALTY

RENDY BUDI KUSUMA

1113081100004

DEPARTEMENT OF MANAGEMENT INTERNATIONAL

FACULTY OF ECONOMIC AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1440 AH / 2019 A

i

THESIS VALIDATION SHEET


AUTOBIOGRAPHICAL MEMORY TOWARD PURCHASE INTENTION

THAT IMPACT ON CONVERSE SNEAKERS CUSTOMER LOYALTY

Submitted to the Faculty of Economics and Business

To Qualify for a Bachelor Degree of Economics

By:

Rendy Budi Kusuma

1113081100004

Under the Supervision of

Cut Erika A.F SE., MBA

NIP: 197410182014112001

DEPARTEMENT OF MANAGEMENT INTERNATIONAL

FACULTY OF ECONOMIC AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1440 AH / 2019 A

ii

THESIS EXAMINATION SHEET

Today is 24 July 2019, has been conducted on the student thesis examination :

1. Name : Rendy Budi Kusuma

2. Student Number : 1113081100004

3. Departement : Management

4. Thesis Title : The Invluence Of Product Innovation and

Autobiographical Memory Toward Purchase Intention That Impact on

Converse Sneakers Customer Loyalty.

After careful observation and attention to appearance and capabilities relevant for

thesis examination process, it was decided that the above student passed and the

thesis was accepted as one of requirements to obtain a Bachelor of Economic in

The Faculty of Economic and Business Syarif Hidayatullah State Islamic

University Jakarta.

Jakarta, 24 July 2019

1. Murdiyah Hayati, S.Kom.,MM

NIP : 197410032003122001 (________________)

Chairman

2. Cut Erika A.F SE., MBA

NIP : 197410182014112001 (________________)

First Advisor

3. Ella Patriana., Ir., MM

NIP:19690528200801201 (________________)

Expert Examiner

iii

COMPREHENSIVE EXAMINATION SHEET

Today Wednesday, November 8, 2017 a comprehensive examination has been

conducted on behalf of students:

1. Nama : Rendy Budi Kusuma

2. NIM : 1113081100004

3. Departement : Management

4. Thesis Title : The Influence of product innovation and autobiographical

memory toward purchase intention that impact on converse sneakers

customer loyalty

After observing and paying attention to the appearance and ability concerned

during the comprehensive examination, it was decided that the above students

were declared to have passed and given the opportunity to proceed to the Thesis

Examination stage as one of the requirements to obtain a Bachelor of Economics

degree at the Faculty of Economics and Business Syarif Hidayatullah State

Islamic University Jakarta.

Jakarta, 08 November 2017

1. Cut Erika AF, SE., MBA ( _______________________ )

NIP: 197410182014112001 Examiner 1

2. Ella Patriana., Ir., MM ( _______________________ )

NIP: 196905282008012010 Examiner 2

iv

STATEMENT OF AUTHENTICITY SCHIENTIFIC WORK

Signature Below :

Name : Rendy Budi Kusuma

Student Number : 1113081100004

Faculty : Economics and Business

Departement : Management (International Program)

Hereby declare that in the writing of this thesis, I :

1. Not use other people‘s ideas without being able to develop and

accountable.

2. Do not plagiarism of other people’s work manuscript.

3. Do not use other people’s work without mentioning the original source or

without the owner’s permission.

4. Do not manipulate and falsify the data.

5. Own work and able to work responsible for this work.

In the future there is a demand from other side of my work, and have been

accountably proved, was indeed found evidence that have violated the above

statement, then im ready to be sanctioned according to rules applicable in the

Faculty of Economic and Business State Islamic University Syarif Hidayatullah

Jakarta.

Thus statement truly made with sincerely.

Jakarta, 25 June 2019

(Rendy Budi Kusuma)

v

CURRICULUM VITAE

PERSONAL INFORMATION


Place, Date of Birth : Jakarta, 21 January 2019

Gender : Male

Address : Dasana Indah SG 6 no 24 / SG 7 no 8, Kel. Bojong

Nangka, Kec. Kelapa Dua, Tangerang.

Phone : 085771102404 (WA) / 081274494313 (TLP)

Email : [email protected]

EDUCATION

2001 – 2007 SDN Kampung Bambu III

2007 – 2010 SMP Al-fityan School

2010 – 2013 SMKN 7 Kab. Tangerang

2013 – 2019 Jakarta State Isclamic University (UIN Jakarta)

EXPERIENCE

1. PT. SEIJIN MAR – JUN 2012

2. CINEMA 21 JUL – SEP 2014

3. MAP Group DEC – MAR 2015

4. Ciputra Group MAR – SEP 2018

5. Persistence Private SEP – NOW 2019

vi

ABSTRAC



THAT IMPACT ON CONVERSE SNEAKERS CUSTOMER LOYALT

Rendy Budi Kusuma

1113081100004

This study aims to analyze the effect of product innovation and

autobiographical memory on purchase intention and its impact on consumer

loyalty to Converse shoes. This study used 100 respondents and all respondents

were people who had experience buying converse shoes. The method used is path

analysis. The results of the study show that product innovation has a partial effect

on purchase intention. Autobiographical memory has a partial influence on

purchase intention. In the second structural equation shows that product

innovation, autobiographical memory and purchase intention influence

simultaneously on customer loyalty. Product innovation does not partially affect

customer loyalty, but autobiographical memory and purchase intention partially

influence customer loyalty.

Keyword: Product Innovation, Autobiographical Memory, Purchase

Intention, Customer Loyalty

vii

ABSTRAK



THAT IMPACT ON CONVERSE SNEAKERS CUSTOMER LOYALT

Rendy Budi Kusuma

1113081100004

Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk dan

memory otobiografi terhadap minat beli dan dampaknya terhadap loyalitas

konsumen sepatu converse. Penelitian ini menggunakan 100 responden dan

keseluruhan responden adalah orang yang pernah memiliki pengalaman membeli

sepatu converse. Metode yang digunakan adalah path analysis. Hasil penelitian

menunjukan bahwa inovasi produk memiliki pengaruh secara parsial terhadap

minat beli. Memory otobiografi memiliki pengaruh secara parsial terhadap minat

beli. Pada persamaan struktur kedua menunjukan bahwa inovasi produk, memory

otobiografi dan minat beli berpengaruh secara simultan terhadap loyalitas

pelanggan. Inovasi produk tidak berpengaruh secara parsial terhadap loyalitas

pelanggan, tetapi memory otobiografi dan minat beli berpengaruh secara parsial

terhadap loyalitas pelangan.

Kata kunci: Inovasi Produk, Memory Otobiografi, Minat Beli, Loyalitas

Pelanggan

viii

FOREWORD

Assalamualaikum Wr. Wb

Alhamdulillahhirobil alamin, thanks to ALLAH SWT for all his gift and favor.

Best regards also to prophet Muhammad SAW for being role model to me. So that

author can complete this thesis to attain a Bachelor of Economy Degree in UIN

Syarif Hidayatullah Jakarta.

In the process of drafting and preparation of this thesis author realized that thesis

is far from perfect, because the perfection just only ALLAH SWT, but with effort,

hard work, prayers, and never ending support given by families, friends and

faculty supervisor. Thanks to the people who have helped me in the preparation of

thesis :

1. Allah, who always gives grace and gift to the author and gives ease and

fluency to all matters of the author in completing his thesis.

2. Both beloved parents, who have cared for and raised and gave affection to the

author and also always pray and provide support both morally and materially

so that the writer can complete this thesis.

3. All the lectures who have taught many things patiently. Thank you for all the

knowledge that will lead author to a better future. May your charity and deeds

are always recorded by Allah SWT.

4. Cut Erika AF, SE., MBA, as the thesis supervisor. By advice, direction, and

guidance, author can write this thesis properly. Thank you so much for your

time and kindness to help me in finishing this thesis.

5. Prof. Dr. Amilin, SE., Ak., M.Si., CA, QIA., BKP., CRMP as a Dean of

Faculty of Economics and Business of UIN Syarif Hidayatullah Jakarta and

as a first supervisor, thank you so much for your recommendation and

knowledge during guiding to finish the thesis.

https://staff.uinjkt.ac.id/profile.php?staff=4c2c6325-66ee-9176-8082-b0cad077c248

ix

6. Dr. Titi Dewi Warninda, SE., M.Si. as a Vice Dean of Faculty of Economics

and Business of UIN Syarif Hidayatullah Jakarta and as a second supervisor,

thank you for your recommendation, advice, time, and knowledge during

guiding to finish the thesis.

7. All the staffs in Economic and Business Faculty. Especially to Mr. Bonyx

who always helps to provide all the procedures I need in making this thesis.

8. Beloved sister Dewi and Ayu for always entertaining, when author was

exhausted and replaced it with a smile, joke and laughter. Thanks for being

one of the supporters. Love you deeply.

9. Beloved Dina Krisnaningrum who always gave advice and accompanied the

author at the time of thesis guidance. who always gives support in difficult

situation and give the solution of the problem.

10. Amjad, who always support and teach the author until understand how to

using SPSS. Thank you for the treat, every time stay at your house.

everything in this thesis feels easier and the solution in this thesis can be

completed

11. ROTBAK squad, Ilham, Amjad, Sandy, Zailani, Dimas, Rohim, Azeem,

Farhan, Rafly, Mukhlis, Alfian, Thanks for every moment you given. Thanks

to willing to hear all those stories and give support every time, will missed

every moment spent together. We can achieve our dreams and our friendship

will continue forever.

12. MELAS squad, Nugroho, Rizqo, Naufal, Majid. Thanks to willing to hear all

those stories and give support me every time, will missed every moment we

spent together.

13. KKN SEMESTA 207, Khairul, Lina, April, Isma, Rara, Wahyu, Mukhlis,

Azura, Citra, Aida. Who living together in full of month, laught, learning, and

solving the problem together in Munjul village, Tangerang.

14. ENJ Banten 2017, Kiki, Harry, Naufal, Rizky, Eri, Wildan, Putri, Beler,

Sidiq, Vera, Wahid, Saehu, Rama. which gave an unforgettable experience on

an expedition to tunda island located in Banten. 11 days we spent without

https://staff.uinjkt.ac.id/profile.php?staff=b51a3591-a566-27fc-9a9e-6b356a68c4cd

x

using electricity, organize with people who are different mind but have clear

goals. Will remember that day when first time and last time we meet guys.

15. Basis Bank Mini thanks for every moment you given to me guys, will never

forget every joke we have. Success for Basis Bank Mini.

16. Dapur Seni, who always give best experience for music organization that

loved so much. And author learn how to organizing with other people in

different perspective.

17. Senior and Junior of International Program 2008, 2009, 2011, and 2012 that

author have missed the moment when we were spent together and all the

memories ever undertaken when it became a class mate.

18. International Management 2013 and Regular Management 2013, will never

forget all the moment when spent together.

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

the content of this thesis, the author hopes to that the thought provoking

contributions can give benefit to the reader, hopefully this thesis could be

worthwhile for all of us. Amin

Wassalamualaikum Wr. Wb

Tangerang, 27 Juni 2019

Rendy Budi Kusuma

xi

LIST OF CONTAINS

COVER

THESIS VALIDATION SHEET ................................................................ i

CERTIFICATION OF THESIS EXAMINATION SHEET .................... ii

CERTIFICATION OF COMPREHENSIVE EXAM SHEET .............. iii

STATEMENT OF AUTHENTICITY SCHIENTIFIC WORK ............ iv

CURICULUM VITAE ................................................................................ v

ABSTRAC .................................................................................................... vi

ABSTRAK ................................................................................................. vii

FOREWORD ............................................................................................ viii

LIST OF CONTENT ................................................................................. xi

LIST OF TABLE ..................................................................................... xiv

LIST OF FIGURE ................................................................................... xvi

CHAPTER I INTRODUCTION

A. Background ....................................................................................... 1

B. Problem Formulation ...................................................................... 10

C. Purpose of Research ........................................................................ 11

D. Benevit of Research ........................................................................ 12

CHAPTER II LITERATURE REVIEW

A. Theorical Basis

1. Marketing ................................................................................... 13

a. Understanding of Marketing ............................................... 13

b. Definition of Marketing Management ................................. 13

2. Product Innovation ..................................................................... 14

a. Definition of Innovation ...................................................... 14

b. Types of Innovation ............................................................ 15

c. Measuring Innovation on Innovation Level ........................ 15

xii

d. Product innovativeness from customer’s perspective .......... 16

3. Autobiographical Memory ........................................................ 19

a. Definition of Autobiographical Memory ............................ 19

b. Autobiographical Memory Function ................................... 20

c. Dimensions of Autobiographical Memory .......................... 21

d. Dimensions to Measurement Autobiographical Memory ... 21

4. Purchase Intention

a. Understanding of Purchase Intention .................................. 23

b. The Consumer Decision Making Process ........................... 23

c. Indicator of Purchase Intention ........................................... 24

5. Customer Loyalty

a. Definition of Customer Loyalty .......................................... 26

b. Characteristic of Customer Loyalty .................................... 26

c. Measure Customer Loyalty ................................................. 27

d. Brand Loyalty Level ........................................................... 28

B. Previous Research ........................................................................... 29

C. Conceptual Framework ................................................................... 41

D. Hypothesis ....................................................................................... 43

CHAPTER III RESEARCH METHODOLOGY

A. Qualitative Research ....................................................................... 45

B. Scope of Research ........................................................................... 46

C. Determine of Sample Method ......................................................... 46

D. Data Collection Method .................................................................. 47

1. Primary Data ............................................................................. 48

2. Secondary Data ......................................................................... 49

E. Data Analysis Method ..................................................................... 49

1. Descriptive Analysis ................................................................. 49

2. Validity Test .............................................................................. 49

3. Reliability Test .......................................................................... 49

4. Path Analysis ............................................................................. 50

xiii

5. The Coefficient of Correlation .................................................. 52

6. Coefficient of Determination .................................................... 52

7. Simultanious Test (F Test) ........................................................ 53

8. Partial Test (T Test) .................................................................. 53

F. Operational Fariable ........................................................................ 54

CHAPTER IV RESULT AND ANALYSIS

A. General Overview of Research Project ........................................... 58

B. Analysis and Discusion ................................................................... 60

1. General Description and Respondent Data ............................... 60

2. Validity Test .............................................................................. 63

3. Reliability Test .......................................................................... 66

C. Descriptive Analysis ....................................................................... 68

1. Product Innovation .................................................................... 68

2. Autobiographical Memory ........................................................ 74

3. Purchase Intention ..................................................................... 79

4. Customer Loyalty ...................................................................... 83

D. Analysis Result ............................................................................... 88

1. Analysis Structural I .................................................................. 88

2. Analysis Structural II ................................................................ 93

3. Correlation Analysis .................................................................. 99

4. Influence Calculation .............................................................. 104

CHAPTER V CONCLUSION AND SUGGESTION

A. Conclusions ................................................................................... 106

B. Suggestion ..................................................................................... 107

REFERENCES ........................................................................................ 109

ATTACHMENT ...................................................................................... 112

xiv

LIST OF TABLE

NUMBER DESCRIPTION

Table 1.1 Top Brand Index of Sneakers School ................................ 8

Table 1.2 Top Brand Index of Casual Sneakers Year ........................ 9

Table 2.1 Result of Structural Model Relationship on Journal 1 ... 30

Table 2.2 Data Analysis and Result on Journal 2 .......................... 33

Table 2.3 Data Analysis and Result on Journal 4 .......................... 36

Table 2.4 Data Analysis and Result on Journal 5 ........................... 38

Table 3.1 Likert Scale of Levels ..................................................... 48

Table 3.2 The Level of Coefficient Correlation .............................. 52

Table 3.3 Operational Variable ....................................................... 55

Table 4.1 Responden Gender .......................................................... 60

Table 4.2 Responden Age ............................................................... 61

Table 4.3 Responden Occupation ................................................... 62

Table 4.4 Respondent Income per month ....................................... 62

Table 4.5 Validity Test : Product Innovation (X1) ......................... 64

Table 4.6 Validity Test : Autobiographical Memory (X2) ............. 64

Table 4.7 Validity Test : Purchase Intention (Y1) .......................... 65

Table 4.8 Validity Test : Customer Loyalty (Y2) ........................... 65

Table 4.9 Realibility Test of Product Innovation (X1) ................... 66

Table 4.10 Realibility Tesy of Autobiographical Memory (X2) ...... 67

Table 4.11 Reliability Test of Purchase Intention (Y1) .................... 67

Table 4.12 Reliability Test of Customer Loyalty ............................. 68

Table 4.13 Question X1.1 ................................................................. 69

Table 4.14 Question X1.2 ................................................................. 69

Table 4.15 Question X1.3 ................................................................. 70

Table 4.16 Questionere X1.4 ............................................................ 71

Table 4.17 Questionere X1.5 ............................................................. 71

Table 4.18 Questionare X1.6 ............................................................ 72

xv











Table 4.29 Questionare Y1.1 ............................................................ 80













Table 4.42 Analysis Structural I : Model Summary ......................... 89

Table 4.43 Analysis Structural I : ANOVA ...................................... 90

Table 4.44 Analysis Structural I : Coefficients ................................. 91

Table 4.45 Analysis Structural II : Model Summary ........................ 94

Table 4.46 Analysis Structural II : ANOVA .................................... 95

Table 4.47 Analysis Structural II : Coefficients ............................... 96

Table 4.48 Correlation ...................................................................... 99

xvi

LIST OF FIGURE

NUMBER DESCRIPTION

Figure 2.1 Influences on Consumer Decision Making ..................... 24

Figure 2.2 Conceptual Framework on Journal 1 ............................. 30

Figure 2.3 Conceptual Framework on Journal 3 ............................. 35

Figure 2.4 Conteptual Framework on Journal 4 .............................. 36



Figure 2.7 Conceptual Framework on Thesis .................................. 42

Figure 3.1 Path Analysis .................................................................. 51

Figure 4.1 Path Analysis model ..................................................... 104

1

CHAPTER I

INTRODUCTION

A. Background

In the era of globalization as it is now the competition between companies

happens so tight. As the current sneakers business industry develops, there are

increasing competition, where manufacturers compete to create a product that can

be attractive, desirable and acceptable to consumers. In understanding consumer

behavior, there are many influences that underlie a person in taking a purchase

decision of a product or specific brands. In most people, consumer buying

behavior is often initiated and influenced by many stimuli from outside

themselves, both in the form of marketing stimuli from other environments. Then

the stimuli processed in a person according to their personal characteristics, before

the purchase decision is finally taken. The personal characteristics of consumers

used to process the stimuli are very complex, and one of them is the consumer's

motivation to buy.

One of customers motivation in buying decision is innovation. The

innovation of a product makes the needs of consumers feel fulfilled, as well as

innovation of technology that if not followed then the consumer will feel

aggrieved with low gadged specs. But there are unique things that researchers

want to research in this study, is whether innovation in the fashion world is able to

influence consumers to buy products ? As we know that in the fashion world from

year to year has not progressed or even just turning around, And the style of

converse sneakers is do not develop by the years.

The second reason consumers to buy Converse is autobiographical

memory. there is something unique in autobiographical memory, that is, a

consumer will usually be interested in purchasing a product if they have previous

experience, whether the experience is the experience of others and the experience

2

of himself. The experience that arises in the childhood that later encountered again

when adults make consumers more trust the product.

In Indonesia there is a very favorable policy for certain companies, one of

which is the policy where elementary or high school students are required to use

black shoes. with the need for fashion by students is very high, then Converse be

alternative solution for black shoes with a design is not too formal. From here

arose the experience of Converse Sneakers that started from elementary school,

from elementary school that arise experience again and finally make repurchase of

Converse Sneakers to High School. From the re-purchase results will arise

customer loyalty that will become a positive value to the brand image.

Which we analyzed from the case is, if there is an innovation to Converse

Sneakers and the person has experience on converse is a superior product, whether

they will buy Converse ? or even innovation of these products will drop buy

interest because consumers are familiar with old products ?. The next solution

may be this innovation is created in a particular product and not replace the old

design.

According to Leon G Schiffman and Leslie Lazar Kanuk (2007: 83 – 84)

states that motivation as a force of encouragement from within the individual self

which forces consumers to take action. If someone has high motivation towards a

particular object, then the consumer will be encouraged to behave in control of the

product. Conversely, if motivation is low, then the consumer will try to avoid the

object in question. The implications for marketers are for the likelihood that the

person is interested or not to buy products that marketers offer. Adult company It

thinks about their business and marketing strategies with more creative and

innovative. It is important for the company to realize that they are moving in a

rapidly changing competition, technological progress, legal regulation and trade

policy and change of customer loyalty. This condition inevitably keeps the

company going continuously innovating products that satisfy consumers to be able

to achieve organizational goals.

3

For an industry with a very rapid growth, capture as much as possible the

existing market opportunity is the greatest desire for each the existing company.

Competition in creating and retaining customers will lead to intense competition

on those companies are in the same industry. With the intense competition

between the companies then what happens is will make the market is filled with

products with a number of very many and mutually compete against one another.

Each company will do its respective each way to win the competition in a market.

Create a new product or innovate on an existing product is one way that

companies do to exist in one a fast-growing market.

According to Donald A. Norman, Roberto Verganti (2014: 82) Innovation

must be an ever-present process and sustainable. In general, researchers divide

innovation into two types, namely Incremental Innovation and Radical

Innovation. Incremental innovation is generally understood as form exploitation

of pre-existing forms or technologies. Innovation this improves the things that

have been there before to serve some new goals. While radical innovation in

contrast is a thing which is completely new to the world. Radical innovation is a

form of discovery of goods, processes and ideas that have never existed at all

previous. This type of innovation is also often discontinuous innovation in another

innovation concept. Innovation is a natural part of the marketing mix and is there

for run. Of course, the term innovation has different interpretations.

The major difference between the two is whether the innovation is

perceived as a continuous modification of previously accepted practices or

whether it is new, unique, and discontinuous. Dahlin and Behrens suggest three

criteria for identifying an innovation as radical:

• Criterion 1: The invention must be novel: It needs to be dissimilar from prior

inventions.

• Criterion 2: The invention must be unique: It needs to be dissimilar from current

inventions.

4

• Criterion 3: The invention must be adopted: It needs to influence the content of

future inventions.

Solomon & Stuart (2015: 254) argue that in context marketing, innovation

is not limited to the creation of a completely new product first time in the world

but also included in it is every product newly introduced by the company. Further

Solomon and Stuart divide innovation into three types: (1) Continuous

innovations refers to modifications to existing products, this is a kind of

innovation most often done by the company. This type of innovation is more

evolutionary rather than revolutionary for merely bringing about change- minor

changes to the importance of product positioning, line or expansion avoid

customer boredom. (2) Dynamically continuous innovations refers to innovations

that can lead to changes in behavior as well a person's way of doing things and (3)

Dicontinuous innovations refers to the first major discoveries and opening up a

whole new market and changing the way people live.

As described before that an innovation often used as a way to deal with a

market that is increasingly selective in the increasingly high competition day. Not

only until there, further innovation is often used to improve consumer buying

interest on products offered by a company. A product is said to be successful in a

business when it is a product it arises and is accepted, it can not be separated from

a power product innovation. The innovation of a product gives an opportunity to

the company to continue creating a new product with its quality better than

previous products that already exist. An innovation on company by creating a new

product different and more quality, then the company has run a good process to

get the consumer's attention until finally buying the product with the new

innovation.

Product innovation is not the only factor that can affect consumer buying

interest. Theoretically can be explained that the buying decision-making process is

preceded by marketing stimuli and other stimuli that can affect a consumer's

buying interest. This matter can be seen from the results of research conducted by

5

Ujianto Abdurachman (2004: 101) indicating that the factors considered by

consumers to buy sarongs are quality, reference, brand and color as well as

packaging, price, discount and reward. Of the overall factors are quality and

reference is the most dominant factor. Associated with product innovation, quality

may be attributed to an innovation. Not a few research results also show that

policy associated with the product can increase the market share of a company.

For example Robinson and Fornell's study in Ferdinand (2000: 129) concluded

that the expansion of the product line is one of the strategies worked out for

increase the company's market share. They found that elasticity product line

policy is very significant to determine the success or failure the company

maintains and increases its market share.

Varadarajan in the Ferdinand (2000: 129) in his study of product diversity

and performance companies find that product differentiation and diversification

are recognized and seriously adopted by most companies as a base marketing

strategy to produce good market performance. Cause on Basically a satisfied

consumer over a product is likely to perform purchase of products from the same

company. Companies that want consumers to buy their products must really pay

attention to what innovation they will spend on potential buyers who will be their

target market. Besides consumers actually also pay attention to various

information about the company or corporation and how his experience on the use

of that product resulting. When consumers have a good experience over use of

various brands of products produced by a company, then the consumer will give a

positive image of the product and company the. That there is good or positive

information about the product and the company can be expected to add customer

trust to the company. In addition, it is expected that the willingness of customers

to buy other new products offered by the company to them.

Nemati et.Al (2010: 83) suggests that innovation is summarized in

business creation, development and implementation of products, processes and

new services with a view to improving efficiency, effectiveness and competitive

advantage. Every customer wants maximization of value and in this case

6

innovation can play a role so as to increase interest buy consumers. When new

products are launched, new features are in the product it must be able to

distinguish the product with other products. This difference will please the

pelaggan. It shows how innovation can play a role in creating buying interest for

consumers. Departing from previous theories that have been there and research-

research that has been done before, many companies are consider it important to

innovate on the product in order creating consumer buying interest.

In addition to providing good innovation, marketers also need to evokes a

positive autobiographical memory formed on the consumer. According to Braun,

Ellis, and Loftus (2002: 3) autobiography memory as the memory of the previous

experience to be stored as long-term memory. The formation of autobiography a

positive memory of the brand will have an impact on the brand image. With a

strong brand image will certainly generate profits alone for the company within

the company's goals. Without a strong and positive brand image, it is difficult for

a company to attract new customers and retain existing ones. According to Kotler

(2007: 346) brand image is the perception and conviction done by consumers, as

reflected in the processes that exist in memory consumer. Brand image is one of

the important sources in creating brand loyalty.

According to Durianto, Sugiarto, and Budiman (2004: 126), brand loyalty

is a measure of customer interconnection to a brand. Brand loyalty is a condition

where consumers have an attitude which are positive to the brand, have a

commitment to the brand, and have a tendency to forward their purchase in the

future come. This can give big rewards for the company especially if this loyalty

is long-term and cumulative. Increasingly Longer a customer's loyalty, the greater

the profit earned the company of the customer.

In this research, the object studied is Converse All Star Sneakers. Where

sneakers have become a product used by everyone to meet the needs and support

activities and daily activities. Along with the development of the era and

technology, the usability of shoes more diverse and tailored to the needs of the

7

wearer, besides that along with the development of lifestyle, now the shoes

become one of the products that show the lifestyle and personality of its users.

The function of sneakers as one of the personality has lasted long in

America, since the advent of Converse branded sneakers. In Indonesia Converse

are commonly used by students and students. Based on information from Frontier

Consulting Group's organization, Converse won the Top Brand Awards award in

the Top Brand for Teen Award category. The TopBrand Awards awards are the

result of a survey from May 2013 to June 2013 simultaneously held in eight major

cities in Indonesia: Jakarta, Bandung, Semarang, Surabaya, Medan, Makassar,

Pekanbaru and Balikpapan. The survey was conducted to measure three

parameters: Top of Mind awareness on a product, Last used or last use of a

product, and Future Intention or interest to use or consume a product in the future.

The Top Brand Index (TBI) survey result that is a reference of a product

can be awarded Top Brand Awards, if the product has a minimum value of 10%

TBI, and the value is in the top third position in the selected product category by

respondents. After see the first data, we already knows about the segmentation of

the Converse is Succesfully reach the target, because the target of their brand is

Teenagers / adults.

8

Table 1.1 Top Brand Index of Sneakers School Year 2011 – 2017

BRAND

YEARS

2011 2012 2013 2014 2015 2016 2017

In Percent ( % )

Converse 17.7 15.1 16.7 14.6 35.2 31.6 34.6

New balance 10.5 15.1 - - - - -

Adidas 7.1 8.8 4.8 6.6 4.1 - 6.5

Nike 6.4 6.1 4.1 7.0 6.0 9.0 6.4

Bata 6.1 4.5 11.3 5.2 4.1 7.0 4.9

Tomkins 2.8 4.6 3.4 5.0 3.8 - 6.0

Reebok - 3.2 3.9 3.9 - - -

Vans - - - - - 5.9 -

Source : https://www.topbrand-award.com/top-brand-index/?tbi_find=converse

The table above shows that the Converse brand is at the highest percentage

point in the past three consecutive years, indicating that Converse brand has

become the Top of Mind brand of footwear for school supplies, and the last

products used by respondents are Converse, and the respondents are interested in

using Converse shoes in the future. Converse Sneakers became product preference

selected among the choice of existing brands by consumers, based on the table

shows that there is an interest in buying Converse brand shoes in eight major

cities in Indonesia with the target of juvenile consumers.

Based on the results of structured interviews conducted to Supervisior

Store Converse currently in Paris Van Java Mall Bandung in previous research by

a researcher, obtained information from the target market of Converse are men

and women aged 15 to 24 years, have jobs as high school students (SMA) , Junior

High School students and students who will spend Rp.399.000 to Rp.550.000 to

buy shoes.

9

According to resource persons wearing Converse provide a personal

picture of the wearer as a student or student and give self esteem when compared

with other brand shoes with similar models such as other brand shoes, besides

Converse sneakers have a good durability and comfortable for use by students or

students in support daily activities. The interviewer also explained that in junior

high school students, high school and university students found the intention to

buy Converse shoes again and the intention to recommend Converse shoes to

others.

Table 1.2 Top Brand Index of Casual Sneakers Year 2013 – 2017

BRAND

YEARS

2013 2014 2015 2016 2017

In Percent ( % )

Bata 21.7 25.3 27.1 19.2 19.3

Converse 9.4 17.3 17.0 6.4 6.3

Nike 13.8 17.9 18.1 12.4 12.2

Adidas 10.9 4.9 5.4 11.5 11.2

Fladeo - - - 6.1 6.5

Yongki Komaladi - - - 4.9 4.7

Kasogi 3.9 5.8 5.3 - -

Puma 4.0 4.2 - - -

Source : https://www.topbrand-award.com/top-brand-index/?tbi_find=converse

If seen from the second data, there is a difference with the first data. Bata

consumers are superior compare converse, perhaps it is caused by segmentation of

research results is parents until teenagers. As we know that in the era of baby

bloomers, Bata products are very popular in the era, while converse is something

newly known by the teenagers Indonesia in 90s.

10

loyalist of casual shoes, more dominated by Bata Sneakers because in the

era of baby bloomers are more often in use, so parents have experience on Bata

products and making repurchase because ther already loyal to Bata . The parents

also took a role in the purchase decision of his children's shoes in school, and that

parents will choose Bata because they loyal to product and have good experience.

As time goes by, young people tend to be critics and have their own

decisions. The influence of alternative rock culture brought by Nirvana bands is

able to influence teenagers minds that Converse is something cool and not as

ancient as Bata. The trend will be switch and replace the Bata market from

Indonesia by Converse with their potential buyer formed in the 90s.

Therefore, the authors are interested to conduct research by analyzing how

consumer behavior on Converse All Star shoe products. The author took the title

of "THE INFLUENCE OF PRODUCT INOVATION AND

AUTOBIOGHRAPHICAL MEMORY TOWARD PURCHASE INTENTION

THAT IMPACT ON CONVERSE SNEAKERS CUSTOMER LOYALTY"

B. Problem Formulation

Based on the background describe above, so the formulation of the problem that

will be explained in this research are :

1. Does Product Innovation have influence Purchase Intention partially?

2. Does Autobioghraphical Memory influence Purchase Intention

partially?

3. Do Product Innovation and Autobioghraphical Memory have influence

Purchase Intention simultaneously?

4. Does Product Innovation have influence Customer Loyalty partially?

11

5. Does Autobioghraphical Memory have influence Customer Loyalty

partially?

6. Does Purchase Intention have influence Customer Loyalty partially?

7. Do Product Innovation, Autobiographical Memory, and Purchase

Intention influence Customer Loyalty simultaneously?

C. Purpose of Research

Based on the question above, The purpose of this research are :

1. To analize the influence of Product Innovation on Purchase Intention

partially

2. To analize the influence of Autobioghraphical Memory on Purchase

Intention partially

3. To analize the influence of Product Innovation and Autobioghraphical

Memory on Purchase Intention simultaneously

4. To analize the influence of Product Innovation on Customer Loyalty

partially

5. To analize the influence of Autobioghraphical Memory on Customer

Loyalty partially

6. To analize the influence of Purchase Intention on Customer Loyalty

partially

7. To analize the influence of Product Innovation, Autobiographical

Memory, and Purchase Intention on Customer Loyalty simultaneously

12

D. Benevit of Research

Given this research, the researcher hope that the results of this research has

benefits for all parties, while the benefits include :

1. For Author

To get more knowledge and experience in conducting research, train the ability

that have been learned in lecture or class into scientific forms and compare

between the theory obtained by the fact that happen in the field.

2. For Company

Thorough this research, Nestle corporation will see the dominant factors among

Product Innovation, Autobiographical Memory, Purchase Intention and Customer

Loyalty. Therefore, based on these factors can help the cooperative to develop

become better and repair the performance.

3. For Readers

The readers may use this research as the material for comparing the factors that

influence among Product Innovation, Autobiographical Memory, Purchase

Intention and Customer Loyalty. So, the information can be used in future

research and development.

13

CHAPTER II

LITERATURE REVIEW

A. Theoritical Basis

1. Marketing

a. Understanding of Marketing

Broadly marketing is defined as a social and managerial process by which

individuals and organizations obtain what they need and want through creating

and exchanging value with others (Armstrong and Kotler, 2009: 38).

Marketing is the process by which companies create value for customers

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

return (Armstrong and Kotler, 2009: 38).

The American Marketing Association defines marketing and marketing is

an organizational function and a set of processes for creating, communicating, and

delivering value to customers and for managing customer relationships in ways

that benefit the organization and its stakeholders (Kotler et al, 2009:5).

This definition of marketing also focused on exchange as a central concept

in marketing and the use of the basic marketing activities is to create and to

sustain relationship with customer (Belch, 2009: 8).

The twofold goal of marketing is to attract new customers by promising

superior value and to keep and grow current customers by delivering satisfaction

(Armstrong and Kotler, 2009: 37).

b. Definition of Marketing Management

Marketing management is divided from two words namely management

and marketing. Basically management consists of design and implementation

plan. In making some plan, need the ability to create strategy and plan. Plan is

14

needed for distribute the ideas that have been designed in order to get benefit from

sales result

In this case, definition of marketing management also have different

explanation from several expert, but all of them have a similar understanding

between each other. Here are some definition of marketing management that

author quotes from several expert :

According to Peter and Donnelly (2009:15) marketing management is the

process of planning and executing the conception, pricing, promotion, and

distribution of goods, services, and ideas to create exchanges with target groups

that satisfy customer and organizational objectives.

According to Kotler and Keller (2009: 5) marketing management is the art

and science of choosing target markets and getting, keeping, and growing

customer through creating, delivering, and communicating superior customer

value.

From the definition above marketing management that have been

explained by the expert, author can make a conclusion that marketing

management is a concept or art were designed to attract buyers for buy a product

or service.

2. Product Innovation

a. Definition of Innovation

”New Products or innovations, constantly enter the market. In marketing,

the innovation is a product (a good, service or idea) that is perceive to be new and

different from existing products” (Solomon, Marshal & Stuart, 2015: 253).

That definition is fine from a legal perspective. From a marketing

standpoint, though, a new product or an innovation is anything that customers

perceive as new and different. Innovation has its roots in an even more elemental

concept that is a hot topic in boardrooms of most organization today creativity

(Solomon, Marshal & Stuart, 2015: 253).

15

b. Types of Innovation

Innovation is a new thing for prospective adopters this resulted in the

adopted innovation has the ability to change a bit of his adopter behavior. The

more innovative a innovation, the greater the behavioral changes it causes.

solomon, Marshal & Stuart (2015: 253 – 255) divides innovation based on

influence on change behavior into three types of innovation, namely :

1. Continuous Innovation

that refers to modifications to an existing product to differentiate a brand

with its competitors. One implementation of this innovation is expansion lines.

This innovation only affects a little of his adopter behavior.

2. Dynamically Continuous Innovation

which refers to most changes great on existing products. This innovation

has an intermediate effect to the way a person takes consumption of the product.

3. Discontinuous Innovation

which refers to a new product in a manner totals as well as creating major

changes in one's life. Innovation of this type is an innovation that influences a

person's behavior change greatly.

c. Measuring Innovation on Innovation level

Daneels & Kleinscmidt (2001: 14) in his research, measuring innovation

based on product innovation level (product innovativeness). The innovative

product is divided into two dimensions: product innovation from firm perspective

and product innovativeness from customer perspective.

1. Product innovativeness from firm's perspective

Is measured by sub dimensions in the research called familiarity, fit,

technology and marketing. Where innovation is done more viewed from the

perspective of the company to the new product. For example, when companies

want to develop or create a new product, then associated with product

16

innovativeness from firm's perspective this company must be able to create a

product that suits their target market by looking at the aspects in accordance with

the standard that the company has, so that innovation created towards the new

product in accordance with the target market and positioning owned by the

company. In this perspective the company is more instrumental in determining the

factors in creating an innovation that will be done on their products.

Usually this perspective is used for products that have a category of

discontinuous innovation where the type of innovation that is done is a new

product in total and create major changes in one's life. Therefore, usually

innovation in this perspective is done by the company by involving people who

are experts on the products to be created. Thus an innovation created by the

company, largely determined and created from the internal perspective of the

company with an effort made to be able to create new innovations and will be

accepted by the target market they specify.

2. product innovativeness from customer's perspective

While product innovativeness from customer's perspective itself is

measured into three sub-dimensions (a). innovation attributes that refer to the

aspects that affect the sooner or later an innovation is adopted, such as relative

advantage, compatibility, complexity, triability and observability that are adapted

from the concept of Rogers innovation attributes. (b) adoption risk which refers to

the risks that are taken into consideration in the adoption of innovation. (c)

behavior change that refers to the large or not changing behavior of adopters

when adopting an innovation.

d. Product innovativeness from customer’s perspective

1. Innovation Atrributes

According to Solomon, Marshal, and Stuart (2015: 266), there are five

aspects to be considered for a person adopter candidates in adopting an innovation

called innovation Atrributes

17

1. Relative Advantage :

which refers to the level where an innovation is perceived as better than the idea

being replaced. This level of relative advantage is often measured by economic

size, but social pride, convention and satisfaction as well are important factors in

measuring advantage relatively. In this case, the advantage of an innovation

objectively is not considered too important but the adopter's perception of

innovation is considered to have a more important advantage. The greater the

perception of the relative superiority of an innovation, the more high adoption rate

of the innovation.

2. Compability :

which refers to the levels of which innovation perceived to be consistent with

existing values, past experience and the needs of potential adopters. An idea that

does not relevant with the values and norms of the social system will not be

adopted as easily as innovation with a more appropriate idea.

3. Complexity :

which refers to the level at which innovation it is hard to understand and use.

Maybe there some innovations have been understood by members of the social

system, But there are also more complicated innovations that will be adopted

more slowly than innovations that require adopters to develop new skills and

understanding.

4. Triability :

which refers to the extent of innovation it is possible to try in limited quantities.

New ideas that can be tried in advance will generally be faster to adopt. An

innovation that is likely to be sought for the first time decreases the level of

uncertainty for adopters who are considering innovation. Where they can learn to

consume innovation while doing it (learn by doing).

5. Observability :

which refers to the extent to which the results of these innovations can be

observed by others.. The easier it is for a person to see the results of the

18

innovation the easier it will be for them to adopt. This observation will spark a

discussion about innovation where friends or others who adopt innovations

Sometimes ask for evaluation and information about that innovation.

2. Adoption Pyramid

According to Solomon, Mrshal, and Stuart (2015: 262 – 263). Adoption

Pyramid reflect how a person goes from being unware of an innovation through

stages from the bottom up of awareness, interest, evaluation, trial, adoption, and

confirmation. Its step from being unware of an innovation to becoming loyal

adopters.

1. Awareness

Awareness that the innovation exist at all is the first step in adoption process. To

educate consumers about new product, marketers may conduct a massive

advertising campaign

2. Interest

For some of the people who become aware of a new product, a second stage in the

adoption process is interest. In this stage, a prospective adopter begins to see how

a new product might satisfy an existing or newly realized need

3. Evaluation

In the evaluation process, provide information to customers about how the product

can benefit them

4. Trial

Trial is the stage in the adoption process when potential buyers will actually

experience or use the product for the first time

5. Adoption

In the adoption stage, a prospect actually buys the product. Marketers need to

provide follow up contacts and communications with adopters to ensure they are

satisfied and remain loyal to the new product over time.

19

6. Confirmation

After adopting an innovation, a customer weight expected versus actual benefits

and cost. Favorable experiences make it more likely that the customer will

become loyal adopter as his of her initially positive option result in confirmation

3. Autobiographical Memory

a. Definition of Autobiographical Memory

Autobiographical memory according to Braun ET.AL, (2002: 3) is defined

as the memory of previous experiences that will be stored as long-term memory.

The existence of this memory will make the consumer less focused on product

information based on rationalization but focusing more on feelings or emotions

based on past memory that can be remembered. A similar definition is expressed

by Friedman (2007) in Haryanto (2008: 75) which defines autobiographical

memory as memory for events and issues related to one's self and includes

memory for specific experiences and for individual facts in one's life. Rubin

(2006) in Haryanto (2008: 381) explains that autobiographical memory occurs

when a particular event is recalled by covering a particular image.

Characteristics of autobiographical memory is the collection of common

events and interpretations of events and sometimes the specific details of a

particular event that will be remembered in the long run. Consumer memory of a

brand or brand experience when he / she is a child will have great consequences in

his subsequent decision on the emotional attachment that has been built before.

In this case, autobiographical memory is perceived as a trusted recording

with powerful visualizations that will create original experiences (Kasali and

Haryanto, 2009: 74). Autobiographical memory is a memory a person has about

his or her past. The focus of an autobiographical memory is someone - you, your

partner, or anyone else. You are an expert on your own autobiographical memory,

because no one else knows your life as well as you. Autobiographical memory can

20

also tell us things about the personality and self-concept of the person (Solso,

Maclin, and Maclin, 2008: 191). According to Solso et al (2008: 206), the

autobiographical memory contains information about emotions, self-description,

special events, and the life history of a person.

b. Autobiographical Memory Function

According to Pillemer (1992, 1998) in (Riegler and Riegler, 2009: 328-

329) autobiographical memory has three important functions, including:

1. Communication function

Autobiographical memory serves the communication function. An

important part of our conversation with others involves talking their personal

stories that are relevant to the topic being discussed. Specific autobiographical

memory is very powerful in this case. Connecting details of events experienced

personally makes our communication seem more honest and trustworthy and

tends to make them more persuasive. Connecting detailed autobiographical

memory also allows us to connect emotionally with others intimately and directly.

For example, a friend of yours said that his parents had divorced when he

was 4 years old, he struggled and overcame cancer when he was 10 years old, and

he was suspended in high school for underage drinks. Finally, telling more

detailed and personal memories can create a greater sense of intimacy and a

stronger relationship with your friends. You may also wring aempati against your

friends.

2. Emotional function

Autobiographical memory also has an important emotional function in helping

us organize, reflect, and think about important life events.

3. Directive function

Keeping in mind the events experienced personally and in detail can help

direct behavior in the future. Example, you experienced a failure in the past. Then

with you recalling such an event can serve to change your behavior in the future.

21

c. Dimensions of Autobiographic Memory

According to Ling and Catling (2012: 80), autobiographical memory has

four dimensions, including:

1. Biographical and personal facts

This includes the place and date of birth, the names of family members, and the

school school that followed. This includes information that can not be properly

remembered (such as being born in a particular hospital).

2. Copies or reconstructions of original events

Autobiographical memories can be direct copies of real events, which are very

real and include sensory and emotional information, the reconstruction of an event

that is reinterpreted from a newer perspective of information. Longer memory is

more likely to be reconstructed than newer memory.

3. Specific or generic memories.

A generic autobiographical memory is a memory of recurring events that are

not fixed on a specific case, such as the memory of walking to school. This

contrasts with the specific memory associated with new events, which can form

flash memory.

4. Perspective of observation or field perspective.

Autobiographical memory can be seen from different perspectives. The

observer's perspective is where the memory is depicted from the perspective of

others. The field perspective is where memory is viewed from the point of view of

the individual who has the memory.

d. Dimension to measurement Autobiographical Memory

According Haryanto (2008: 80), Dimensions are used to measure

autobiographical memory, including: unforgettable experience, retrieval

(retirement), and emotional memory.

22

1. Unforgettable experience

Experience is defined as something that has been experienced (lived, felt,

borne) (KBBI, 2005). Rubin (2006) in Haryanto (2008: 80) Unforgettable

experience is the capture of an object, thought, or emotion through feeling or mind

that can not be forgotten. According to Rubin (2006) in Haryanto (2008: 80),

unforgettable experience is a dimension which can be used to measure

autobiographical memory because the memory is formed because of the

experience and unforgettable memorable that is very memorable for the

individual.

2. Retrieval

Retrieval (calling) in everyday language, remembering again, is to use the

stored information (Mussen and Rosenzweig, 1973 in Maulana and Gumelar

2013: 53). According to Friedman (2007) in Haryanto (2008: 80), retrieval is the

ability to remember information or experience.

3. Emotional Memory

Memory is a stimulus that has been given meaning, recorded, and then stored

in the human brain (Syam, 2011: 4). According to Schlessinger and Groves (1976)

in Sham (2011: 4), memory is a highly structured system, recording facts about

the world and using his knowledge to guide his behavior. According to Mc Neal

(2003) in Haryanto (2008: 80), emotional memory is a memory or preference

against an object or event from the first which gives rise to certain pleasures.

Dimensions used for measuring autobiographical memory variables using

dimensions used by Haryanto (2008: 80), namely:

1. Unforgettable experience

2. Retrieval

3. Emotional Memory

23


a. Understanding of Purchase Intention

Kotler, Bowen, and Makens (2008: 156) regarding purchase intentions:

purchase intentions arise after an evaluation of alternative process and in the

evaluation process, someone will make a series of choices regarding the product

to be purchased.

Solomon, Marshal, and Stuart (2015: 189), Purchase intention, is a

consumer’s stated willingness to boy or expressed likelihood of certain behavior.

b. The Consumer Decision Making Process

Solomon, Marshal, and Stuart (2015: 176), Consumer behavior is the process

involved when individuals or groups select, purchase, use, and dispose of goods,

services, ideas, or experiences to satisfy their needs and desires. The consumer

decision making process involves a series of steps :

1. Step 1: Problem Recognition

The process that occurs whenever the consumer sees a significant difference

between his current state of affairs and same desired or ideal state, this recognition

initiates the decision making process

2. Step 2: Information Search

The process whereby a consumer searches for appropriate information to make a

reasonable decision.

3. Step 3: Evaluation of Alternatives

The dimensions consumers use to compare competiting product alternative

4. Step 4: Product Choise

The condition when consumers know the information about the product and

evaluate between one product and other product. In this stage, consumers compare

and chose the best product

24

5. Step 5: Postpurchase Evaluation

In the last step of the decision making process, the consumer evaluates jus how

good a choise he or she made. Everyone has experienced regret after making a

purchase. The evaluation of the product results in a level of consumer satisfaction/

dissatisfaction.

According to Solomon, Marshal, and Stuart (2015: 182), there are internal,

external, and social influences that affect to Consumer decision making process :

Figure 2.1 : Influences on Consumer Decision Making

c. Indicators of Purchase Intention

Schiffman, LG. & Kanuk L.L, (2007: 470 - 471) defines buying interest is a

behavior that appears in response to an object, or is also a buying interest that

indicates a customer's desire to make a purchase. Indicators of Purchase Intention

are explained by components from Schiffman and Kanuk. These components are

as follows :

Internal Influences :

1. Perception

2. Motivation

3. Learning

4. Attitudes

5. Personality

6. Age groups

7. Lifestyle

Decision

Process

External Influences :

Situational Influences:

1. Physical Environment

2. Time

Social Influence :

1. Culture

2. Subculture

3. Social Class

4. Group Membership

5. Opinion Leaders

6. Gender Roles

25

1. Interested to find information about the product

Given the interest that arises from the prospective consumer will usually

cause potential customers to finally find out more in information about the

products they will consume. With more information received and more posotif

information perceived by potential customers for themselves, the higher interest in

buying consumers of products offered. The information is closely related to how

much consumers buy back interest.

2. Consider to buying

In the process of purchasing a consumer will be faced with various types of

products on the market. Of the various types of products offered will be pursed

into a product that will be decided to be purchased by a consumer. After knowing

the various types of information they get, then consumers are faced with the

consideration to buy a product.

3. Interested to try.

The stage where a consumer is willing to try a new product in the market by

taking into account the advantages and risks posed by the new product. The

advantages that exist in a product offered usually will be an important factor that

can affect consumers to be interested in trying to a new product offered.

4. Want to know the product.

With the existence of a new product that emerged, whether it can affect

consumers to find out more about a product in more detail and depth both the

information about the product and the advantages and disadvantages of the

product.

5. Want to buy the product.

There is a new product, whether the prospective customer is willing to finally

obtain the goods or services by buying products offered by the company.

26

5. Customer Loyalty

a. Definition of Customer Loyalty

Customer loyalty is the purpose form organization or company to have a

strong relationship with members, that thing can involve the trust between

company and customer, because the customer has been loyal to its product and

they will not move to other product or brand, at the end the company can get more

revenue.

According to Manish (2001) customer loyalty is winning the confidence of

the customer in favor of an organization such that the relationship becomes a win

and win solution for both the organization as well as the customer. Customer

loyalty is not only the customer incorporated to company. Customer loyalty is

something more of what an enterprise must get from the customer. Different with

the purpose, the customer is not only build loyalty to company, but the company

has to maintain its loyalty to the customer.

According to Lovelock and Wright (2005:133) loyalty is customer

decision to voluntarily always became a member with a particular company in

long term periods.

From the definition above customer loyalty that have been explained by

expert, the author can make conclusion that customer loyalty is some relationship

between company and customer to create trustiness, because the customer feel

satisfied with its product.

b. Characteristic of Customer Loyalty

Customers who are loyal is an important asset for the company, it can be

seen from their characteristics, according to Griffin (2010:130) the characteristic

of customer loyalty such as :

1) Recommending the products or services to other.

2) Buy the product line or services.

27

3) Shows the immunity from attraction similar product of competitors.

4) Making a purchase regularly

c. Measure Customer Loyalty

In order to be a loyal customer, customer has to pass several steps.

According to Lovelock and Wirtz (2004:352) there are four steps to measure

customer loyalty. The steps are as follows :

1. Cognitive Loyalty

The first step in loyalty, the available information about product or service

is become determine factor. Consumers become loyal in a cognitive sense, it can

be perceiving from brand attribute information that one brand is better than other

and the product has a good quality (Tjokroaminoto and Kunto, 2014). This means,

information held by a consumer confidence must point to a brand is considered to

be superior over the competition.

2. Affective Loyalty

In this step of loyalty, the position has a strong influence, either in

behavior or the component that have influence to satisfaction. This condition is

difficult to be eliminated, because the loyalty has been planted in customer mind

not as awareness or expectation. Affective loyalty indicates the preferences and

liking the brand/stores/services.

3. Conative Loyalty

This step has contain the high purchase intention such as keep buy some

product. The desire to do re-purchase or be a loyal are the action can be

anticipated but not realized.

4. Action Loyalty

Action or behavioral loyalty is the stage where behavioral intentions get

converted into actions. Behavioral loyalty has been considered as repeat purchases

frequency or proportion of purchase and possible to recommend.

28

d. Brand Loyalty Level

Aaker in Fajrianthi and Farrah (2005: 279) divides brand loyalty into five

levels, as follows:

1. Switcher

It is the lowest level of brand loyalty. The buyer is not loyal or at all interested

in any brand offered. Characteristic feature of this type of buyer is they buy a

product because the price is cheap.

2. Habitual Buyer

Are buyers who are satisfied with the brand of products they consume or at

least they do not experience dissatisfaction in consuming the product brand. This

buyer buys a brand based on brand habits so far.

3. Satisfied Buyer

At this level, brand buyers fall into the satisfied category when they consume

the brand. Nevertheless, they may move their purchases to other brands with bear

the switching costs associated with time, money, or performance risk inherent in

their actions to switch brands.

4. Liking The Brand

Buyers at this level are buyers who really love the brand. At this level are the

emotional feelings associated with the brand. However, it is often a feeling that is

difficult to identify and trace carefully to be categorized into something specific.

5. Committed Buyer

Buyers at this level are loyal customers. They have a pride as users of a brand

and even the brand becomes very important to them, in terms of functionality as

well as an expression of who they really are. At this level, one of the actualization

of consumer loyalty is demonstrated by the act of recommending and promoting

the brand to others.

29

B. Previous Research

1. “KIDS AS FUTURE MARKET: THE ROLE OF

AUTOBIOGRAPHICAL MEMORY IN BUILDING BRAND

LOYALTY”.

Research By : Sonny Kurniawan and Jony Oktavian Haryanto

Children are unique and potential market. Unique, because they do not

have money to spend but has enormous buying power. Potential, because of the

number of children and amount of expenditures, they constitute a promising

market (Yusuf, 2006). The above statement shows that children have an important

role for marketers. This is because children markets are consist of three markets

(McNeal and Fi, 2003). First, as prime market children have their own purchasing

powers; Second, as a market influencer children can influence their parents in the

purchase decision of a product; and Third, as the future market children are the

consumers when they grow up in the future. The purpose of this research is to

analyze about the relation between variables Autobiographical Memory and Brand

Loyalty, This research is intended to evaluate the level of fit between the data with

the model, the validity and reliability of measurement model and also coefficient

significance of the structural model. SEM shows the relationship between

constructs that have been hypothesized.

Result of this research shows that reference group, advertising, and

product attribute are the antecedent of autobiographical memory. The three factors

above also have an influence either directly or indirectly to the establishment of

brand image, buying habituation, and brand loyalty in children. Because of that

marketers.

30

Figure 2.2 : Conceptual Framework on Journal 1

H11

H3 H10

H4 H7

H2 H8

H1 H6 H9

H5

H12

RESULT OF STRUCTURAL MODEL RELATIONSHIP:

SEM analysis using AMOS 6.0 by means to analyze the value of the

regression shown in Table 3. The tests are performed by analyzing the value of

C.R (Critical ratio) and the value of P (Probability) on the result of regression

weights, compared with the statistical limitations that are required, that the value

of C.R (Critical ratio) ≥ 2.00, and the value of P (Probability) ≤ 0.05 (Ferdinand,

2002). If the results show the value that required, then the proposed research

hypothesis can be accepted.

Table 2.1. Result of Structural Model Relationship on Journal 1

Hypothesis Hypothesis Statement C.R and P

Value

Supported/

not

H1

The stronger the reference group, the

stronger kid’s autobiographical

memory toward brands.

C.R = 2.457

P = 0.014

Supported

Product

Attribute

Advertising

Reference

Groups

Autobiographical

Memory

Brand Image

Buying

Habituation

Brand Loyalty

31

H2

The better the advertising, the stronger

kid’s autobiographical memory toward

brands.

C.R = 4.706

P = 0.000

Supported

H3

The better the product attribute the

stronger kid’s autobiographical

memory toward brands.

C.R = 3.491

P = 0,000

Supported

H4

The stronger autobiographical

memory, the stronger kid’s brand

image toward brands.

C.R = 6.244

P = 0.000

Supported

H5


stronger kid’s buying habituation

toward brands.

C.R = 3.008

P = 0,003

Supported

H6


memory, the stronger kid’s buying

habituation toward brands.

C.R = 2.187

P = 0.29

Supported

H7

The stronger brand image, the stronger

kid’s buying habituation toward

brands.

C.R = 0.560

P = 0.575

No

H8


memory, the stronger kid’s brand

loyalty toward brands.

C.R = 3.703

P = 0.000

Supported

H9

The stronger buying habituation, the

stronger kid’s brand loyalty toward

brands.

C.R = 3.147

P = 0.002

Supported

H10 The stronger brand image, the stronger

kid’s brand loyalty toward brands.

C.R = 2.384

P = 0.017 Supported

H11 The better the product attribute, the

stronger kid’s brand loyalty toward C.R = 0.763 No

32

brands. P =0.445

H12


stronger kid’s brand loyalty toward

brands.

C.R = 3.558

P = 0.000

Supported

2. “A STUDY OF FACTORS AFFECTING ON CUSTOMERS

PURCHASE INTENTION”

Research By : Dr. Vahidreza Mirabi, Hamid Akbariyeh, Hamid Tahmasebifard

The main purpose of this study is to study the factors affecting on the

purchase intention of Bono brand tile. In this study, researchers examine the five

factors of brand name, product quality, price, packaging and advertising as

independent variables on customers’ purchase intention.

This study is considered a descriptive study on the base of data collection

method. Also, since the data are obtained through sampling of population to

examine its distribution parameters, it is a survey study. This research using

Multiple Linear Regresion method. The main data collection tool in this study is

questionnaire. This questionnaire includes 25 researcher-made questions that a

five-point Likert scale (from 1= "completely disagree" to 5= "completely agree")

is used.

33

DATA ANALYSIS AND RESULT

After examining measurement models and assessing their validity using

confirmatory factor analysis, we can study the relationships between variables.

Thus, multiple regressions are used to test the hypotheses.

Table 2.2. Data Analysis and Result on Journal 2

Model

Understandardized

Coefficients

Standardized

Coefficients t- Value Sig.

B Std. Error Beta

(Constant) 0.690 0.116 0.000

Packaging 0.037 0.047 .037 5.920 0.437

Brand Name 0.135 0.052 .138 .778 0.010

Price 0.076 0.041 .099 2.588 0.064

Advertising 0.173 0.049 .215 1.860 0.000

Quality 0.335 0.052 .370 3.514 0.000

H1: Brand Name has a significant impact on consumers’ Purchase Intention.

According to the statistical analysis, beta coefficient between two

variables is 0. 138. The significance coefficient between these two variables

(2.5888) shows that there is a significant and positive relationship between these

two variables.

H2: Product Quality has a significant impact on Consumers’ Purchase Intention.




two variables.

34

H3: Product Packaging has a significant impact on Consumers’ Purchase

Intention.

According to the statistical analysis, beta coefficient between two variables is

0. 037. The significance coefficient between these two variables (6.778) shows

that there isn’t any significant relationship between these two variables.

H4: Product Price has a significant impact on Customers' Purchase Intention.

According to the statistical analysis, beta coefficient between two variables

is 0. 099. The significance coefficient between these two variables (1.860 in the

range of -1.96 to 1.96) shows that there isn’t any significant relationship between

these two variables.

H5: Product Advertising has a significant impact on the Purchase Intention of

Customers.




two variables.

3. “PENGARUH INOVASI PRODUK DAN HARGA TERHADAP

MINAT BELI”

Research By : Bayu Hendrawan Suroso and Sri Setyo Iriyani

Product innovation is closely related to new products and stimulates

people to try this product. Most, innovators (innovating companies) are companies

whose customers have confidence in their products or companies. The most

important thing is to create a new product that can meet the needs and desires of

consumers so there is interest to buy the product, which is expected to be realized

through purchasing decisions (Setiadi, 2003: 398-399).

35

METHODOLOGY

This research uses quantitative description research. This study aims to

obtain evidence of causal relationships between independent variables

(independent variables) consisting of product innovation and price with dependent

variable (variable dependent) that is buying interest Mie Sedaap Cup in Kelurahan

Ketintang, Surabaya. The population in this study are consumers who have

consumed Mie Sedaap Cup packs and consumers who have never consumed

Sedaap Cup Noodles focused on East Ketintang PTT and Ketintang Wiyata with

the number of population taken from the number of private homes and boarding

places.

Figure 2.3 : Conceptual Framework on Journal 3

CONCLUSION

Based on the results of research that has been done shows that the

influence of product innovation and price on buying interest Mie Sedaap Cup in

Kelurahan Ketintang, Surabaya simultaneously equal to 0.659 or 65.9%. While

the rest is influenced by other variables outside the study. While for product

Innovation variables have an Influence on buying interest, while Price variables

have No Influence on buying interest Mie Sedaap Cup in Kelurahan Ketintang,

Surabaya.

H1 : There is influence of Product Innovation and Price to Purchase Intention of

Sedaap Cup Noodle in Kelurahan Ketintang, Surabaya. ( Influence )

H2 : There is influence of Product Innovation to Purchase Intention of Sedaap

Cup Noodle in Kelurahan Ketintang, Surabaya. ( Influence )

H3 : There is influence of Price to Purchase Intention of Sedaap Cup Noodle in

Kelurahan Ketintang, Surabaya. ( Not Influence )

Price

Product Quality

Product Quality

36

4. “PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP

MINAT BELI”

Research By : Dany Prasetyo and Saino

This research is purpose to analyze about the relation between Innovation

and Quality towards Purchase Intention of Lenovo Tablet.

Figure 2.4 : Conteptual Framework on Journal 4

POPULATION AND SAMPLE

The population in this study is 70 people. The population was obtained

from interviews with employees and SPG shops. characteristics in this study are

as follows:

a. ) Respondents have knowledge of the yoga of Lenovo tablets after visiting from

the smartlone store.

b. ) Respondents are men and women at least 17 years old who plan to purchase

smartphones in the future.

c. ) Respondents who have knowledge and understanding of tablets such as yoga

tablet.

CONCLUSION


Model

Unstandardized

Coefficients

Standardized

Coefficients

B

Std.

Error Beta t Sig.

1

(Constant) 1.975 1.684 1.173 .245

X1 .890 .192 .461 4.629 .000

Product Innovation

Product Quality

Purchase Intention

37

(Innovation)

X2

(Product Quality ) .125 .041 .305 3.057 .003

From the table above can be obtained the regression equation as follows:

Y = 1,975 + 0,890 X1 + 0,125 X2

From the form of multiple linear regression equation above, it can be seen

that product innovation variables (X1) and product quality variables (X2) have a

positive influence on buying interest (Y).

1. Product innovation significantly influences interest in buying yoga tablet

lenovo at smartlone shop Plaza Marina Surabaya.

2. The quality of the product significantly influences the interest of buying yoga

tablets lenovo in smartlone shop Plaza Marina Surabaya.

3. Simultaneously, product innovation and product quality significantly

influence the interest of buying yoga tablet lenovo ditoko smartlone Plaza

Marina Surabaya.

5. “THE ROLE OF INTENTION TO CONSUME IN CREATING

AUTOBIOGRAPHICAL MEMORY”

Research by : Jony Oktavian Haryanto

Children are a unique and also potential market. They are unique because

they usually do not spend their own money but they may have high purchasing

power back-up. They are potential because from the number of kids and the

amount they spend, they are big and promising. Markets for kids consist of three

markets: (1) primary market that targets the children itself, (2) influence market

that emphasizes the influence that the children exert on family purchases, and (3)

future market that considers the future market for the children. This research is

porpose to analyze the relationship between intention to consume, impulsive

buying, influence power, and autobiographical memory

38


H2 H5

H4

H3

H1 H6


Hyphotesis Hyphotesis Statement t-value Supported/Not

H1 The stronger the intention

to consume for kids, the

higher their possibility to

conduct an impulsive

buying

1.78 Supported

H2 The higher their intention

to consume, the stronger

kids influence parents to

conduct a purchasing

-1.69 Not Supported

H3 The higher kids’ desire to

conduct an impulsive

buying, the stronger they

will influence parents.

7.21 Supported

H4 The stronger the intention

to consume then the

stronger autobiographical

8.56 Supported

Influence Power

Intention to Consume

Impulsive

Buying

Autobiographical

Memory

39

memory which is

developed between the

kids and the product.

H5 The stronger the pester

power, the stronger the

autobiographical memory

which is developed

between the kids and

product.

1.37 Not Supported

H6 The more often an

impulsive buying to

specific products, the

stronger

autobiographical

memory.

0.79 Not Supported

6. Impact of innovation in FMCG products on customer loyalty and

satisfaction: A case study of Confectionary Producer “English Biscuit

Manufacturers” in Pakistan

Research by : Munir Hussain and Amna Munir

The purpose of this quantitative study is to discover the impact of

innovation on customer’s loyalty and satisfaction. Furthermore it is a brief review

of some relevant approaches which have been used for the measurement of

customer satisfaction. It also describes the number of factors which may consider

facilitating customers in Pakistan. The aims and objectives of this research are to

determine the impact of innovation on customer satisfaction, customer loyalty,

new features of product, customer retention, the factors affecting the innovation,

and comparison of existing old and new product in terms of innovation. This

quantitative research was conducted through the responses collected by Pakistani

40

buyers with the help of close ended questionnaire developed on Likert and

dichotomous scale.

Methodology

1. Purpose of Study: Descriptive study best describes the characteristics and

data relation between the cause and effect.

2. Data Collection method: The research framework utilized for this study

was quantitative that best suits with this type of research because we had

to conduct research through surveys by sample elements (working

employees) from diverse population (business industry).

3. Type of Investigation: suitable for this research was correlational that

provides best answer measuring variables and their relationship.


Independent Variable Dependent Variables

HYPOTHESES

4. H1: There is a relationship between the impact of innovation and customer

satisfaction. (Z Test : 10.106)

5. H2: There is a relationship between the impact of innovation and customer

loyalty. (Z Test : 26.482)

Innovation

Customer Satisfaction

Customer Loyalty

Customer Retention

41

6. H3: There is a positive relationship between quality enhancement and

innovation. (Z Test : 19.832)

7. H4: There is a relationship between pricing and the innovation. (Z Test :

6.747)

8. H5: There is a relationship between innovation and existing old and new

product perception. (Z Test : 7.708)

9. H6: Increase in the new features of a product does increase the customer’s

repurchase. (Z Test : 22.465)

10. H7: There is a relationship between innovation and customer retention for

the same product. (Z Test : 13.346)

CONCLUSION

Z-test shows that the test values of all hypotheses (H1, 10.106; H2, 26.482;

H3, 19.832, H4, 6.747, H5, 7.708; H6, 22.465, H7, 13.346) fall outside the non-

critical area (±1.959), moreover that value of sigma is zero in all hypotheses tested

that means all null hypotheses have been rejected.

This analysis demonstrates that Fast-Moving Consumer Good’s (FMCG)

innovation has direct relationship with customer satisfaction, customer loyalty,

quality enhancement, pricing, and customer’s perception about existing old and

new product, new features introduced in a product and customer retention.

C. Conceptual Framework

According to Sugiyono (2009:89) defines that the conceptual framework is

a synthesis about relationship between variables which compiled from a variety of

theories that have been described, next analyzed critically and systematically, so

that creating the synthesis about the relationship between variable that studied.

42

The model of this research shows that product consists of several sub

variables such as (product variety, quality, design, features, brand name,

packaging, size, services, and warranties) and the sub variables of product were

taken from (Kotler et al, 2009: 24). The sub variables of price consist of (list

price, discount, and allowance) and every variable was taken from (Kotler et al,

2009: 24). Promotion consists of several sub variables such as (advertising, public

relation, direct marketing, sales force, and sales promotion) and those were taken

from (Kotler et al, 2009: 24). Place consists of (channels, location, and inventory)

and the sub variables of place were also taken from Kotler et al (2009: 24).

In this conceptual framework, there are five variable exogenous such as

price, place, promotion, product and brand image. five variable endogenous such

as customer satisfaction and customer loyalty. The purpose of this research is to

analyze the influence of service quality and brand image toward consumer

satisfaction that impacts on customer loyalty on Bear Brand Milk. Here for the

picture of conceptual framework.

Figure 2.7 : Conceptual Framework on Thesis

ɛ1

ɛ2

ρX1Y2

ρX1Y1

R1X2 ρY1Y2

ρX2Y1

ρX2Y2

Product

Innovation

(X1)

Autobiographical

Memory

(X2)

(X2)

Purchase

Intention

(Y1)

Customer Loyalty

(Y2)

43

D. Hypothesis

Hypothesis is an unproven statement or proposition about factor or

phenomenon that is interest to the researcher. The hypothesis can also be stated as

a possible answer to the researcher question. A useful hypothesis is a predictable

statement that may include a prediction explanation. (Malhotra, 2009:78).

According to Sugiyono (2009:93) hypothesis is a temporary answer to the

research formulation problems. The author has generated seven hypotheses

associated with the model. These hypotheses focus on the relationship among

Product Innovation, Autobiographical Memory, Purchase Intention, and Customer

Loyalty. The seven hypotheses are as follows :

1. The Relationship of Product Innovation and Purchase Intention

H0 = Product Innovation doesn’t have influence on Purchase Intention

H1 = Product Innovation has influence on Purchase Intention

2. The Relationship of Autobiographical Memory and Customer Satisfaction

H0 = Autobiographical Memory doesn’t have influence on Customer Satisfaction

H1 = Autobiographical Memory has influence Customer Satisfaction

3. The Relationship of Product Innovation and Autobiographical Memory toward

Purchase Intention

H0 = Product Innovation and Autobiographical Memory don’t have influence on

Purchase Intention

44

H1 = Product Innovation and Autobiographical Memory have influence on

Purchase Intention

4. The Relationship of Innovation and Customer Loyalty

H0 = Product Innovation doesn’t have influence on customer loyalty

H1 = Product Innovation has influence on customer loyalty

5. The Relationship of Autobiographical Memory and Customer Loyalty

H0 = Autobiographical Memory doesn’t have influence on customer loyalty

H1 = Autobiographical Memory has influence on customer loyalty

6. The Relationship of Purchase Intention and Customer Loyalty

H0 = Purchase Intention doesn’t have influence on customer loyalty

H1 = Purchase Intention has influence on customer loyalty

7. The Relationship of Product Innovation, Autobiographical Memory, and

Purchase Intention toward Customer Loyalty

H0 = Product Innovation, Autobiographical Memory, and Purchase Intention

don’t have influence on customer loyalty

H1 = Product Innovation, Autobiographical Memory, and Purchase Intention

have influence on customer loyalty

45

CHAPTER III

RESEARCH METHODOLOGY

A. Qualitative Research

Qualitative research theoretically have different format the qualitative

research quantitative research. The difference lies in the difficulty in make a

qualitative research design, because in general studies qualitative is not patterned.

Format qualitative research design consists of three models, the format

descriptive, verification format, and the format grounded research. In this study

used a qualitative descriptive design methods, namely research that carefully

illustrates the individual or certain groups on the circumstances and symptoms

that occur (Koentjaraningrat, 1993: 89).

Further qualitative research by Moleong (2007: 6) is the research aims to

understand the phenomenon of what is experienced by the subject of the study

such behavior, perception, motivation, actions, etc., holistically, and by way of

description in the form of words and language, in a specific context in which the

natural and the utilizing a variety of natural methods.

According to Bogdan and Taylor (1975), quoted by Moleong (2007: 4)

argues that qualitative methodology as a procedure research that produces

descriptive data in the form of words written or oral of people and behaviors that

can be observed. Further illustrated by David Williams (1995) as cited Moleong

(2007: 5) argues that qualitative research is collecting data on a natural

background, using natural methods, and conducted by a person or researcher

interested in natural.

46

B. Scope of Research

This study aims to test hypothesis about variable autobiographical

memory, product innovation, purchase intention, and customer loyalty. Scope of

research for this studies are as follows:

1. The focus of the author in this study is the influence of variables Innovation

and Autobiographical Memory towards Purchase Intention that impacts on

Customer Loyalty.

2. The location and the object to be examined are consumer of Converse Shoes

that located in Tangerang.

3. In this study consisted used two variables are exogenous variables and

endogenous variable. Exogenous variable in this research is Innovation (X1)

and Autobiographical Memory given symbol (X2). Endogenous variable in

this research is Purchase Intention given symbol (Y1) and Customer Loyalty

given the symbol (Y2).

C. Determine of Sample Method

1. Population

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

of characteristics that comprise the universe for the purpose of the marketing

research problem Malhotra (204:314). Population is generalization of region that

consists of object and subject which have quality and certain characteristics.

2. Sample

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

participation in the study Malhotra (2004: 314). Sample is part of amount and

characteristic that is owned by its population. If the population is big and the

researcher is impossible to learn everything relates to the population.

47

The sample technique will be used is convenience sampling. According to

Malhotra (2004:321) convenience sampling is a nonprobability sampling

technique that attempts to obtain a sample of convenient elements. Because, non

probability sampling relies on the personal judgment of the researcher rather than

chance to select the sample elements. The researcher can arbitrarily or consciously

decide what elements to include the sample (Malhotra 2004:320)

The researcher takes 100 samples respondent, because accordingto Sugiyono

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

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

b. If the sample is broken down further into sub-sample (Male/Female,

Junior/High School/Collage, etc.) must be a minimum number of sub

until 30.

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

sizeshould be several times larger (10 times) than the number of

variables tobe analyzed.

d. A simple experiment for research, with strict controls, sample

sizebetween 10-20 elements.

D. Data Collection Method

According to Sekaran (2003: 219) data can be obtained from primary

source and secondary source. In getting data, the author uses primary data &

secondary data and those will be explained, as follows:

1. Primary Data

Primary data are original data that are collected by researcher in order to

particularly solve the research's problems (Istijanto, 2009: 44). According to

Malhotra (2004: 102) primary data are originated by a researcher for the spesific

48

purpose of addressing the problem at hand. Primary data in this research can

directly be obtained by using questionnaire. According to Malhotra (2004: 280)

questionnaire is a structured technique for data collection that consists of a series

of questions, written or verbal that a respondent answers. The questionnaire has

two parts, there are:

Part 1: Concerning the respondent data such as name, gender, age, jobs, and

monthly income.

Part 2: There are several questions that will be filled by the respondents.

This study used alikert scale that is consist of five level. Likert scaleis

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

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

each scale item has five response categories, ranging from “strongly disagree” to

“strongly agree” Maholtra (2004:258).

Table 3.1 Likert Scale of Levels (Malhotra, 2004:258)

No Range Weight

1 Strongly Agree (SA) 5

2 Agree (A) 4

3 Neutral (N) 3

4 Disagree (D) 2

5 Strongly Disagree (SD) 1

49

2. Secondary Data

According to Malhotra (2004:37) data is collected for some purpose other

than the problem at hand. Secondary data is source indirectly give the data for

researcher (Sugiyono, 2009:193). In the development of this study research,

technique of taking secondary data will be used are :

a. Library Study, done for collecting the data with information through

reference books, journals, and other information which suitable

according to this study.

b. Notes of Converse, Inc such as history company, organization structure,

total of employee, total member, and product.

E. Data Analysis Method

1. Descriptive Analysis

According to Malhotra (2004:263) descriptive study was conducted where

the research is done to provide wider exposure which has a purpose to change the

raw data become easy to comprehended in the form of short time. The descriptive

analysis used to explain general description about the respondent. This way is

done by distributing the 60 questioners to respondent and then processed with

statistical methods using SPPS 17 and Microsoft Excel.

2. Validity Test

According to Malhotra (2004:269) validity of a scale may be defined as

the extent to which differences in observed scale scores reflect true differences

among objects on the characteristic being measured, rather than systematic or

random error.

3. Reliability

According to Malhotra (2004:267) reliability refers to extent which has a

scale produces consistent results if repeated measurements are made on the

characteristic.

50

According to Sugiyono (2009:456) reliability is often defined as the

consistency and stability of data findings. From a positivistic perspective,

reliability typically is considered to be synonymous with consistency of data

produced by observation made by different researcher at different times.

Reliability test conducted by researcher is to measure the consistency of

the questions that include in the questionnaire on the variables. According to

Malhotra (2004:268) a questionnaire is considered reliable when cronbach's alpha

test reached 0.6 or more. Cronbach’s alpha is the average of all possible split half

coefficients resulting from different ways of splitting the scale items (Malhotra,

2004:268).

4. Path Analysis

According to Riduwan and Engkos (2008:2) path analysis model was used

to analyze the patterns of relationships between variables with the aim to find out

directly or indirectly influence the set of independent variables (exogenous)

against the dependent variable (endogenous). There are some benefits using path

analysis based on Riduwan and Engkos (2008:2) are as follows :

a. Description of the phenomenon studied or researched the problem.

b. The prediction variable (Y) based on the value of the variable (X)

and predictions with path analysis is qualitative.

c. Determination of the determinant factor variable (X) where the

dominant influence of the related variables (Y), can be used to

search for the mechanism (line) the influence of the free variable

(X) against variables bound (Y).

d. Use model theory test trimming good test reliability and test new

concepts of development. Application of method of trimming is

used to correct a structural path analysis model by way of

removing the exogenous variables the coefficient of the coaster is

not significant.

51

Figure 3.1 : Path Analysis

ɛ1

ɛ2

ρX1Y2

ρX1Y1

R1X2 ρY1Y2

ρX2Y1

ρX2Y2

Structural equation can be structured as follows :

Y1 = ρx1y1X1 + ρx2y1X2 + ɛ1

Y2 = ρx1y2X1 + ρx2y2X2 + ρy1y2Y1 + ɛ2

Description :

(a) X1 = Product Innovation

(b) X2 = Autobiographical Memory

(c) Y1 = Purchase Intention

(d) Y2 = Customer Loyalty

(e) ɛ1 = Residual

(f) ɛ2 = Residual

Product

Innovation

(X1)

Autobiographical

Memory

(X2)

(X2)

Purchase

Intention

(Y1)

Customer Loyalty

(Y2)

52

5. The Coeficient of Correlation

According to Sarwono (2007:22) correlation of coefficient is used to see

how strong relationship and direction between one or more variable. Coefficient

of correlation can be shown by the number of pearson correlation. Pearson

correlation ranged from zero until one. If pearson correlation is close to the

number one, it means the relationship is getting strong. Otherwise, if pearson

correlation is close to zero then the relationship is getting weak.

Table 3.2. The Level of Coefficient Correlation (Sarwono, 2007:108)

Internal Coefficient Level of Relationship

0.0 – 0.25 Very Weak

0.25 – 0.50 Weak

0.50 – 0.75 Strong

0.75 – 1 Very Strong

6. Coefficient of Determination (r²)

According to Ghozali(2006:202) the coefficient of determination (r²)

essentially measure how far the ability of models to explain variation in the

dependent variable. The value determination of coefficient is between zero and

one. The small means that the ability of independent variables in explaining

variations in the dependent variable is very limited.

Basic weaknesses use the coefficient of determination is based on the

number of independent variables entered into the model. Each additional one

independent variable, then R² would increase, no matter whether these variables

affect the dependent variable is not. Therefore, in this research used is the R

53

square that have been adapted or adjusted R² as adjusted for the variables used in

this research. Adjusted R² value can rise or fail if an independent variable added

into the model.

7. Simultanious Test (Ftest)

According to Sarwono (2007:29) Ftest is used to see the influence

exogenous variable to endogenous variable simultaneously. According to

Sarwono (2007:30) the criteria for testing the significant level is 5% or 0.05. Step

to examine the hypothesis with Ftest are as follow (Sarwono, 2007:17) :

a. Calculate Ftest by SPSS

b. Calculate the Ftable with the criteria significant level is 0.05

c. Determine the criteria of hypothesis test as follows :

1) If Ftest > Ftable, H0 is rejected and H1 is accepted, it means exogenous

variable has significant influence to endogenous variable simultaneously

2) If Ftest < Ftable , H0 is accepted and H1 is rejected, it means exogenous

variable doesn’t have significant influence to endogenous variable simultaneously.

8. Partial Test (Ttest)

According to Sarwono (2007:31) Ttest is used to see how big influence the

exogenous variable to endogenous variable partially. Step to examine the

hypothesis with Ttest are as follow (Sarwono, 2007:32) :

a. Determine the hypotheses :

H0 : Exogenous variable doesn’t have influence endogenous variable

H1 : Exogenous variable has influence endogenous variable

54

b. Calculate the number of Ttest by SPSS

c. Calculate the number of Ttable with the criteria significant level 0.05 and

degree of freedom (df) = n – k (number of respondent – exogenous variable)

d. Determine the criteria of hypothesis test as follows :

1) If Ttest > Ttable , H0 is rejected and H1 is accepted, it means

exogenous variable has significant influence to endogenous variable

partially.

2) If Ttest < Ttable, H0 is accepted and H1 is rejected, it means exogenous

variable doesn’t have significant influence to endogenous variable

partially.

F. Operational Variable

According to Sugiyono (2009:58) research operational are everything that

shaped whatever things which determined by researcher to learn and get the

information about those things, next make a conclusion. Here are the table of

operational variable :

55

Table 3.3

Operational Variable

Variable Sub Variable Indicator Scale

Product

Innovation (X1)

(Solomon,

Marshall, & Stuart

2015: 266)

Relative Advantage

Variable Concept :

Advantages of

innovation to existing

products

Feel Confident Likert

Social Pride Likert

Unique Design Likert

Compability

Variable Concept :

The appropriateness

of innovation with

the value and

experience of

potential buyers

Product quality suitability

with perceived benefits

after product innovation

Likert

Worth it to buy product

between price and quality

Likert

Triability

Variable Concept :

Innovation can be

tried little by little

Product quality conformity

with usage

Likert

Complexity

Variable Concept :

The difficulty of

innovation to

understand

Need new skills in using

converse sneakers

Likert

Observability

Variable Concept :

The ability of the

results of the use of

Consumers often hear and

know the converse product

Likert

56

innovation can be

observed or

explained to others

Autobiographical

Memory (X2)

Haryanto (2008:

80)

Unforgettable

Experience

Impressed with the product

because others are talking

about

Likert


because of the first

experience

Likert


because the design is

attractive

Likert

Retrieval Remember the product logo Likert

Emotional Memory Remember from the past

converse is a favorite

sneakers

Likert

Remember from past likes

converse than other

products

Likert

Remember from the past

feel happy when using

converse

Likert

Remember from the past

feel impressed with the

converse design

Likert

Purchase

Intention (Y1)

Schiffman, LG. &

Kanuk L.L, (2007:

Interested to find

information about the

produc

Likert

Consider to buying Likert

Interested to try Likert

57

470 - 471) Want to know the product Likert

Want to buy the product Likert

Customer

Loyalty

(Y2)

Lovelock and

Wirtz

(2004: 352)

Cognitive Loyalty Converse sneakers is better

than other cooperative

Likert

Converse has good quality Likert

Affective Loyalty Commitment to consume

converse

Likert

Feels being yourself when

using converse

Likert

Increase self esteem Likert

Conative Loyalty accustomed to using

converse shoes

Likert

Action Loyalty Repeat purchase frequency Likert

Recommended to other Likert

58

CHAPTER IV

RESULT AND ANALYSIS

A. General Overview of Research Object

1. History of Converse, Inc

a. 1908 – 1920

Converse began in 1908 as a rubber shoe company specialising in galoshes

(rubber based shoes). The company was called 'Converse Rubber Shoe Company',

created by Marquis Mills. Soon after, they adapted and started to use their rubber

to make sneakers, which we have all come to know and love. However, their first

colourway was a natural brown Converse high top with a black sole, which today,

wouldn't be a sell-out at all.

By 1910, Converse was well into daily production, however, it wasn't until

1915 that the athletic shoes we've come to know and love we're in production. The

sales of the shoes were pretty slow as back then, trainers were not viewed as

leisure wear. The canvas shoe style was picked up by mostly sports players, and it

stuck like this for a while.

In 1920, they renamed their canvas Converse basketball shoes the “All-Star".

The name stuck and was quickly followed by the endorsement of a basketball

player by the name of Charles "Chuck" Taylor. This turned things around for

Converse, taking them to a whole new playing field. Keep reading for a little more

on how the relationship came about.

b. 1920 – 2000

Although the Converse All Star was in production from 1917, they didn't get

their iconic name until 1921. When basketball player, player for the Akron

Firestones, Charles 'Chuck' Taylor entered their store complaining of sore feet, he

https://theidleman.com/brands/converse.html

https://theidleman.com/manual/advice/best-smart-casual-trainers-men/

https://theidleman.com/manual/arrivals/brands/10-things-you-didnt-know-about-converses-jp-label/

59

was offered a job as salesman and ambassador for the brand. As they say, the rest

was history.

It was in 1932 that, as a way of appreciated and recognition of his hard work,

they printed Taylor's name on the ankle patch of the shoe, creating the Converse

logo history. This created the Chuck Taylor shoe that took over the footwear

industry forever. In 1936, the white hightop Chuck Taylor was designed for the

Olympics and the signature red and blue stripes were introduced along the sole.

This style was so popular that they stuck with the design, and never looked back.

Throughout the following years, they picked up copious amounts of

sponsorship and licensing deals which only perpetuated the brands' popularity

with sports stars and the general public alike. By 1957, Converse held a huge 80%

of shares of the whole sneaker industry.

c. 2000 - Present

It wasn't all so breezy, though. Their sneaker rivals, Nike, were hot on their

heels for a long time (pardon the pun), and after the death of Chuck Taylor in

1968, the company was passed through different ownership and management. A

series of unfortunate events landed Converse in critical times until, in 2001, they

filed for bankruptcy. This is where Nike stepped in and bought the brand, picking

it up and helping it recover to where they are today.

When Nike bought Converse, the brand climbed again, however, Converse's

predilection of the basketball trainer didn't last. Over time, the brand began to

develop multiple occasion footwear which was no longer exclusively designed to

sink jump shots on the court. Eventually they became synonymous with street

style and everyday life across the world. Did you know, a pair of game-worn

Michael Jordan Converse were sold for $190,373 earlier this year? This just goes

to show the extent of the growth and popularity of the shoe.

60

B. Analysis and Discussion

1. General Description and Respondent Data

The respondents in this study were the customer of Converse. Based on the

data of 100 respondents trough questioner, the characteristic obtained based on

gender, age, occupation, and income per month.

1.1 General Description and Respondent based on Gender

From distributing the questioner to customer of converse, researcher got the

description about gender from respondents as follows :

Table 4.1 Respondent Gender

Gender Frequency Percentage

Male 44 44%

Female 56 56%

Total 100 100%

Source: Primary data Processed 2019

Based on the research results of 100 respondents, visible in the table 4.1, it

can be seen that the percentage of female was larger than male respondents. There

were 44 respondents (44%) male and 56 respondents (56%) female from the

results of gender respondents.

61

1.2 General Description and Respondent based on Age

From distributing the questioner to customer of converse, researcher gets

the description about age from respondents as follows :

Tabble 4.2. Responden age

Age Frequency Percentage

11 – 20 years 12 12%

21 – 30 years 78 78%

31 – 40 years 4 4%

41 – 50 years 6 6%

Total 100 100%


Based on the research results of 100 respondents, visible in the table 4.2 there

were 12 respondents (12%) 11-20 years, 78 respondents (78%) 21-30 years, 4

respondents (4%) 31-40 years, 6 respondents (6%) 41-50 years.

1.3 General Description and Respondent based on Occupation


the description about occupation from respondents as follows :

62

Table 4.3. Respondent Occupation

Age Frequency Percentage

Student 56 56%

Civil Servants 6 6%

Employees 28 28%

Entrepreneur 10 10%

Total 100 100%


Based on the research results of 100 respondents, visible in the table 4.3

there were 6 respondents (6%) civil servants, 28 respondents (28%) employees, 10

respondents (10%) entrepreneurship, and 56 respondents (56%) student, from the

results of occupations respondents.

1.4 General Description and Respondent based on Income per month


the description about age from respondents as follows :

Table 4.4. Respondent Income per month

Income per month Frequency Percentage

Rp 500.000 – Rp 999.999 52 52%

Rp 1.000.000 – Rp 1.499.999 16 16%

Rp 1.500.000 – Rp 1.999.999 6 6%

> Rp 2.000.000 26 26%

Total 100 100%


63

Based on the research results of 100 respondents, visible in the table 4.4

there were 32 respondents (32%) < Rp 499.999, 20 respondents (20%) Rp

500.000 – Rp 999.999, 16 respondents (16%) Rp 1.000.000 – 1.499.999, 6

respondents (6%) Rp 1.500.000 – Rp 1.999.999 and 26 respondent >Rp

2.000.000, from the result of expenditure per month the respondents.

2. Validity Test

The validity of a scale may be defined as the extent to which differences in

observed scale scores reflect true differences among on the objects on the

characteristic being measured, rather than systematic or random error. (Malhotra,

2009:269). Validity is the extent to which observed scale scores reflect true

differences among objects on the characteristics being measured, rather than

systematic or random errors. (Malhotra, 2009: 316) Test validity in determining

the worth or absence of an item to be used, usually performed significance test of

correlation coefficient at 0.30 limitations minimal correlation, meaning that an

item is considered valid if the total score is greater than 0.30 (Priyatno, 2010:90)

The questionnaire is divided into four main factors, namely product

innovation (X1) with eight questions, autobiographical memory (X2) with eight

questions, purchase intention (Y1) with five questions, and customer loyalty (Y2)

with eight questions, so the total number of questions in the questionnaire is 29

questions. The validity of each question can be seen in the table below :

64

Table 4.5. Validity Test : Product Innovation (X1)

No Question Pearson Correlation Sig 2 Tailed Describe

1 Product Innovation .465 0.010 Valid








Source: Primary data Output SPSS 17

From the table above, there are eight questions to test product innovation. It

can be seen that all of the result of product innovation questions are valid, because

the score of total correlation more than 0.30.

Table 4.6. Validity Test : Autobiographical Memory (X2)


1 Autobiographical Memory 0.668 0.000 Valid









From the data above, there are eight questions to test autobiographical

memory. It can be seen that all of the result of autobiographical memory are valid,

because the score of total correlation more than 0.30.

65

Table 4.7. Validity Test : Purchase Intention (Y1)


1 Purchase Intention .774 0.000 Valid






From the data above, there are five questions to test purchase intention. It can

be seen that all of the result of test purchase intention are valid, because the score

of total correlation more than 0.30

Table 4.8. Validity Test : Customer Loyalty (Y2)


1 Customer Loyalty .841 0.000 Valid









From the data above, there are eight questions to test customer loyalty. It can

be seen that all of the result of customer loyalty are valid, because the score of

total correlation more than 0.30.

66

3. Reliability Test

Reliability test conducted by researcher to measures the consistency of

questions that include in the questioner on variables. According to Malhotra

(2004:268) a questioner is considered reliable when cronbach’s alpha test reached

0.60 or more. Cronbach’s alpha is the average of all possible split half coefficients

resulting from different ways of splitting the scale items. The table below shows

the reliability test result as follows:

a. Product Innovation

There are eight questions about Product Innovation that will be

tested with using reliability test. The variable is categorizes reliable if

cronbach’s alpha more than 0.60. Here are the results of reliability test

about Product Innovation as follows:

Table 4.9. Realibility Test of Product Innovation (X1)

Reliability Statistics

Cronbach's

Alpha N of Items

.718 8


Based on the table above, it can be seen the number of cronbach’s

alpha is 0.718. It means variable of online Product Innovation is reliable

because the cronbach’s alpha shows more than 0.60.

b. Autobiographical Memory

There are eight questions about Autobiographical Memory that will

be tested with using reliability test. The variable is categorizes reliable if

67


about Autobiographical Memory as follows:

Table 4.10. Realibility Tesy of Autobiographical Memory (X2)


Cronbach's

Alpha N of Items

.832 8



alpha is 0.832. It means variable of Autobiographical Memory is reliable


c. Purchase Intention

There are five questions about Purchase Intention that will be



about Purchase Intention as follows:

Table 4.11. Reliability Test of Purchase Intention (Y1)


Cronbach's

Alpha N of Items

.850 5



alpha is 0.850. It means variable of Autobiographical Memory is reliable


68

d. Customer Loyalty

There are eight questions about Customer Loyalty that will be



about Customer Loyalty as follows:

Table 4.12. Reliability Test of Customer Loyalty (Y2)


Cronbach's

Alpha N of Items

.870 8



alpha is 0.870. It means variable of Customer Loyalty is reliable because

the cronbach’s alpha shows more than 0.60.

C. Descriptive Analysis

1. Product Innovation

There are eight questions in Product Innovation, every question have different

frequency and percent. The frequency number get from respondent value. Here

are the explanation of each question :

69

Table 4.13. Question X1.1

I think with the Converse Chuck Taylor II with lunarlon soles it can add

comfort when wearing it

X1.1

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

2 8 8.0 8.0 12.0

3 26 26.0 26.0 38.0

4 32 32.0 32.0 70.0

5 30 30.0 30.0 100.0

Total 100 100.0 100.0


Based on the table 4.13 showed that 4 respondents (4%) strongly disagree ,8

respondent (8%) disagree, 26 respondents (26%) neutral, 32 respondents (32%)

agree and 30 respondents (30%) strongly agree. The table results shown the

majority of respondents agree that Converse Chuck Taylor II with lunarlon soles it

can add comfort when wearing it.


I feel there is a sense of pride when using Converse Chuck Taylor II

X1.2


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 11 11.0 11.0 19.0

3 40 40.0 40.0 59.0

4 27 27.0 27.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0


70




majority of respondents neutral that is a sense of pride when using Converse

Chuck Taylor II.


Converse Chuck Taylor II / Chuck Taylor Flyknit has a unique design

compared to previous designs

X1.3


Cumulative

Percent

Valid 1 6 6.0 6.0 6.0

2 22 22.0 22.0 28.0

3 30 30.0 30.0 58.0

4 28 28.0 28.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that Converse Chuck Taylor II / Chuck Taylor

Flyknit has a unique design compared to previous designs.

71

Table 4.16. Questionere X1.4

I think the quality of the latest Converse Chuck Taylor II products is

better than the previous quality

X1.4


Cumulative

Percent

Valid 1 10 10.0 10.0 10.0

2 6 6.0 6.0 16.0

3 32 32.0 32.0 48.0

4 36 36.0 36.0 84.0

5 16 16.0 16.0 100.0

Total 100 100.0 100.0





majority of respondents agree that the quality of the latest Converse Chuck Taylor

II products is better than the previous quality.

Table 4.17. Questionere X1.5

The price I spent to buy Converse Chuck Taylor II reliable with quality

of the product

X1.5


Cumulative

Percent

Valid 1 12 12.0 12.0 12.0

2 13 13.0 13.0 25.0

3 24 24.0 24.0 49.0

4 28 28.0 28.0 77.0

5 23 23.0 23.0 100.0

Total 100 100.0 100.0

72

Based on the table 4.17 showed that 12 respondents (12%) strongly disagree

,13 respondent (13%) disagree, 24 respondents (24%) neutral, 28 respondents

(28%) agree and 23 respondents (23%) strongly agree. The table results shown the

majority of respondents agree that The price I spent to buy Converse Chuck

Taylor II reliable with quality of the product.

Table 4.18. Questionare X1.6

The possibility of blisters when using Converse Chuck Taylor II is less

because the foamy ingredients and not kanfas

X1.6


Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

2 12 12.0 12.0 16.0

3 26 26.0 26.0 42.0

4 41 41.0 41.0 83.0

5 17 17.0 17.0 100.0

Total 100 100.0 100.0





majority of respondents agree that The possibility of blisters when using Converse

Chuck Taylor II is less because the foamy ingredients and not kanfas.

73


Need new skills to use Converse CT II

X1.7


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 17 17.0 17.0 25.0

3 47 47.0 47.0 72.0

4 20 20.0 20.0 92.0

5 8 8.0 8.0 100.0

Total 100 100.0 100.0




agree and 8 respondents (8%) strongly agree. The table results shown the majority

of respondents neutral that Need new skills to use Converse CT II


Converse CT II is more famous than other Converse products

X1.8


Cumulative

Percent

Valid 1 21 21.0 21.0 21.0

2 6 6.0 6.0 27.0

3 43 43.0 43.0 70.0

4 20 20.0 20.0 90.0

5 10 10.0 10.0 100.0

Total 100 100.0 100.0


74




majority of respondents neutral that Converse CT II is more famous than other

Converse products.

2. Autobiographical Memory

There are eight questions in Autobiographical Memory, every questions has

different frequency and percentage. The frequency number get from respondent

value. Here are the explanation of each question :


I was impressed with Converse because other people talked about it

X2.1


Cumulative

Percent

Valid 1 6 6.0 6.0 6.0

2 16 16.0 16.0 22.0

3 36 36.0 36.0 58.0

4 20 20.0 20.0 78.0

5 22 22.0 22.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that with Converse because other people talked

about it.

75


I was impressed with Converse at the first time i used

X2.2


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 6 6.0 6.0 14.0

3 22 22.0 22.0 36.0

4 38 38.0 38.0 74.0

5 26 26.0 26.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they are impressed with Converse at the first

time they used.


I've always been impressed with the Converse Chuck Taylor design

X2.3


Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

2 18 18.0 18.0 22.0

3 30 30.0 30.0 52.0

4 24 24.0 24.0 76.0

5 24 24.0 24.0 100.0

Total 100 100.0 100.0


76




majority of respondents agree that they always been impressed with the Converse

Chuck Taylor design.


I am impressed with the logo from Converse

X2.4


Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

2 12 12.0 12.0 16.0

3 28 28.0 28.0 44.0

4 28 28.0 28.0 72.0

5 28 28.0 28.0 100.0

Total 100 100.0 100.0





majority of respondents neutral, agree, and strongly agree that they impressed

with the logo from converse.

77


I remember that Converse was my favorite shoe

X2.5


Cumulative

Percent

Valid 1 12 12.0 12.0 12.0

2 12 12.0 12.0 24.0

3 36 36.0 36.0 60.0

4 24 24.0 24.0 84.0

5 16 16.0 16.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that they remember that Converse was a favorite

shoe.


I like Converse shoes when compared to other shoes

X2.6


Cumulative

Percent

Valid 1 10 10.0 10.0 10.0

2 12 12.0 12.0 22.0

3 30 30.0 30.0 52.0

4 30 30.0 30.0 82.0

5 18 18.0 18.0 100.0

Total 100 100.0 100.0


78




majority of respondents neutral, and agree that they like Converse shoes when

compared to other shoes.

Table 4.27 Questionare X2.7

I always felt comfortable when using Converse shoes

X2.7


Cumulative

Percent

Valid 1 6 6.0 6.0 6.0

2 6 6.0 6.0 12.0

3 32 32.0 32.0 44.0

4 36 36.0 36.0 80.0

5 20 20.0 20.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they always felt comfortable when using

Converse shoes.

79


I like Converse Chuck Taylor shoes because of their unique design and

never change from the past

X2.8


Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

3 30 30.0 30.0 34.0

4 46 46.0 46.0 80.0

5 20 20.0 20.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they like Converse Chuck Taylor shoes because

of their unique design and never change from the past.


There are five questions in Purchase Intention, every questions has different

frequency and percentage. The frequency number get from respondent value. Here


80

Table 4.29. Questionare Y1.1

Interested in finding complete information about Converse Chuck Taylor

II / Chuck Taylor Flyknit

Y1.1


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 18 18.0 18.0 26.0

3 28 28.0 28.0 54.0

4 32 32.0 32.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they Interested in finding complete information

about Converse Chuck Taylor II / Chuck Taylor Flyknit.


Price, and the quality of Converse CT II are the reasons for consideration

in buying the product

Y1.2


Cumulative

Percent

Valid 1 2 2.0 2.0 2.0

2 8 8.0 8.0 10.0

3 38 38.0 38.0 48.0

4 30 30.0 30.0 78.0

5 22 22.0 22.0 100.0

Total 100 100.0 100.0

81




majority of respondents neutral that Price, and the quality of Converse CT II are

the reasons for consideration in buying the product.


I am eager to try Converse Chuck Taylor II's latest innovation / Chuck

Taylor Flyknit

Y1.3


Cumulative

Percent

Valid 1 6 6.0 6.0 6.0

2 8 8.0 8.0 14.0

3 38 38.0 38.0 52.0

4 36 36.0 36.0 88.0

5 12 12.0 12.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they are eager to try Converse Chuck Taylor

II's latest innovation / Chuck Taylor Flyknit.

82


Interested in knowing more about Converse Chuck Taylor II / Chuck

Taylor Flyknit

Y1.4


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 12 12.0 12.0 20.0

3 42 42.0 42.0 62.0

4 24 24.0 24.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that Interested in knowing more about Converse

Chuck Taylor II / Chuck Taylor Flyknit.


I am eager to buy the latest Converse Chuck Taylor II / Chuck Taylor

Flyknit innovation

Y1.5


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 12 12.0 12.0 20.0

3 40 40.0 40.0 60.0

4 18 18.0 18.0 78.0

5 22 22.0 22.0 100.0

Total 100 100.0 100.0


83




majority of respondents neutral that they are eager to buy the latest Converse

Chuck Taylor II / Chuck Taylor Flyknit innovation.

4. Customer Loyalty

There are eight questions in Customer Loyalty, every questions has different

frequency and percentage. The frequency number get from respondent value. Here



I feel Converse shoes are the best compared to other brands

Y2.1


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 10 10.0 10.0 18.0

3 38 38.0 38.0 56.0

4 22 22.0 22.0 78.0

5 22 22.0 22.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that they feel Converse shoes are the best

compared to other brands.

84


I feel Converse has very good quality

Y2.2


Cumulative

Percent

Valid 3 42 42.0 42.0 42.0

4 24 24.0 24.0 66.0

5 34 34.0 34.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that they feel Converse has very good quality.


I am interested in collecting different types of Converse shoes with

different motifs and colors

Y2.3


Cumulative

Percent

Valid 1 12 12.0 12.0 12.0

2 6 6.0 6.0 18.0

3 34 34.0 34.0 52.0

4 24 24.0 24.0 76.0

5 24 24.0 24.0 100.0

Total 100 100.0 100.0


85




majority of respondents neutral that they interested in collecting different types of

Converse shoes with different motifs and colors.


When using Converse shoes can increase my confidence

Y2.4


Cumulative

Percent

Valid 1 4 4.0 4.0 4.0

2 4 4.0 4.0 8.0

3 28 28.0 28.0 36.0

4 54 54.0 54.0 90.0

5 10 10.0 10.0 100.0

Total 100 100.0 100.0





majority of respondents agree that When using Converse shoes can increase my

confidence.

86


When using Converse shoes it symbolizes my true identity

Y2.5


Cumulative

Percent

Valid 1 10 10.0 10.0 10.0

2 12 12.0 12.0 22.0

3 34 34.0 34.0 56.0

4 22 22.0 22.0 78.0

5 22 22.0 22.0 100.0

Total 100 100.0 100.0





majority of respondents neutral that When using Converse shoes it symbolizes my

true identity


I am used to using Converse shoes for a long time

Y2.6


Cumulative

Percent

Valid 1 6 6.0 6.0 6.0

2 10 10.0 10.0 16.0

3 44 44.0 44.0 60.0

4 20 20.0 20.0 80.0

5 20 20.0 20.0 100.0

Total 100 100.0 100.0


87




majority of respondents neutral that they using Converse shoes for a long time.


I will buy back Converse shoes if the shoes that I have are already broken

Y2.7


Cumulative

Percent

Valid 1 8 8.0 8.0 8.0

2 8 8.0 8.0 16.0

3 34 34.0 34.0 50.0

4 34 34.0 34.0 84.0

5 16 16.0 16.0 100.0

Total 100 100.0 100.0





majority of respondents neutral and agree that they will buy back Converse shoes

if the shoes that I have are already broken.

88


I would recommend Converse shoes to family, friends or relatives to buy

the product

Y2.8


Cumulative

Percent

Valid 1 10 10.0 10.0 10.0

2 2 2.0 2.0 12.0

3 32 32.0 32.0 44.0

4 36 36.0 36.0 80.0

5 20 20.0 20.0 100.0

Total 100 100.0 100.0





majority of respondents agree that they would recommend Converse shoes to

family, friends or relatives to buy the product.

D. Analysis Result

1. Analysis Structural I

Path model analysis is done by Product Innovation (X1) and

Autobiographical Memory (X2) on Purchase Intention (Y1) for model 1. For

model 2, it is done with Product Innovation (X1), Autobiographical Memory (X2)

and Purchase Intention (Y1) for Customer Loyalty (Y2). The equation model

formula is as follows:

Sub-structure 1 : Y = ρ1X1 + ρ2 X2 + є1

Based on the results of calculations using SPSS, the following results are

obtained simultaneously and partially :

89

1.1 Influence of product innovation and autobiographical memory

simultaneously on purchase intention (F Test).

To see the impact of product innovation and autobiographical

memory on purchase intention, seen from the results of calculations in the

summary model, specifically the R square number below:

Table 4.42

Model Summary

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .600a .360 .347 3.563

a. Predictors: (Constant), Total X2, Total X1

The amount of the R square (r2) is 0.360. This number is used to see

the effect of product innovation and autobiographical memory on

purchase intention by calculating coefficients (KD) using the following

formula:

KD = r2

x 100%

KD = 0,360 x 100%

KD = 36%

This number means that product innovation and autobiographical

memory on purchase intention simultaneously are 36%, while the

remaining 64% (100% - 36%) is influenced by other factors. In other

words, the purchase intention variable can be explained by using product

innovation and autobiographical memory variables of 36% while the

influence of 64% is caused by other variables outside of this model.

Calculates standard error є: √(1-R2) =

90

є1 : √(1-0,360)

: 0.8

Table 4.43

ANOVA

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 692.426 2 346.213 27.267 .000a

Residual 1231.614 97 12.697

Total 1924.040 99


b. Dependent Variable: Total Y1

The hypothesis is as follows:

Ho: There is no direct influence between product innovation (X1) and

autobiographical memory (X2) on purchase intention (Y1).

Ha: There is a direct influence between product innovation (X1) and

autobiographical memory (X2) on purchase intention (Y1).

Testing is done in two ways. First, compare the magnitude of the

number F count with F table. The second way is to compare the numbers

of the significance level (sig) of the calculation results with a significance

level of 0.05 (5%).

Comparing the magnitude of F count on anova model with F table. F

count is obtained 27.267, F table is obtained at 2.70. With the provisions

of degrees of freedom = (k-1) (nk) or df1 = k-1 and df2 = nk where df1 =

4-1 = 3 and df2 = 100-4 = 96. If F count> F table then Ho is rejected and

Ha accepted. If F count <F table, then Ho is accepted and Ha is rejected.

From the calculation, it can be seen that Fcount 27.267> F table 2.70, then

91

Ha is accepted, meaning there is a direct influence between product

innovation and autobiographical memory on purchase intention.

Then compare the magnitude of the significant number (sig) with a

significance of 0.05. If sig count <0.05, then Ho is rejected and Ha is

accepted. If sig count> 0.05, then Ho is accepted and Ha is rejected. Based

on the calculation of the significance number of 0,000 <0,05, Ha is

accepted. It means that there is a direct influence between product

innovation and autobiographical memory on purchase intention.

1.2 Influence of product innovation dan autobiographical memory secara

simultan terhadap purchase intention (T Test).

To see the magnitude of the direct effect of product innovation and

autobiographical memory variables partially on purchase intention, the t

test, meanwhile, is used to see the magnitude of influence, beta numbers or

standardized coefficients are used below:

Table 4.44

Coefficients

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 2.847 1.931 1.474 .144

Total X1 .218 .061 .313 3.575 .001

Total X2 .294 .063 .409 4.673 .000

a. Dependent Variable: Total Y1

92

a.) The Influence between product innovation (X1) toward purchase

intention (Y1)

Ho: There is no direct influence between product innovation (X1)

on purchase intention (Y1).

Ha: There is a direct influence between product innovation (X1) on

purchase intention (Y1).

The results of the SPSS calculation obtained t count of 3.575.

While the significant level of 0.05 and the degree of freedom (DK)

with the provisions: DK = n-2, or 100-2 = 98 produces a t table of

1.984. With hypothesis test criteria: If t count> t table then Ho is

rejected and Ha is accepted. If t count <t table then Ho is accepted

and Ha is rejected. Based on the results of these studies, obtained

the number t count of 3.575 > t table 1.984 so that Ho is rejected

and Ha is accepted. This means that there is a direct influence

between product innovation (X1) on purchase intention (Y1). The

magnitude of the effect of product innovation on purchase

intention is 0.313 or 31.3%. While the rest (100% - 31.3% =

68.7%) is explained by other variables.

b.) The Influence between autobiographical memory (X2) toward

purchase intention (Y1)

Ho: There is no direct influence between autobiographical memory

(X2) on purchase intention (Y1).

Ha: There is a direct influence between autobiographical memory

(X2) on purchase intention (Y1).

93









between autobiographical memory (X1) on purchase intention

(Y1). The magnitude of the effect of autobiographical memory on

purchase intention is 0.409 or 40.9%. While the rest (100% -

40.9% = 59.1%) is explained by other variables.

2. Analysis Structural II

Path model analysis is done by Product Innovation (X1) and

Autobiographical Memory (X2) on Purchase Intention (Y1) for model 1. For

model 2, it is done with Product Innovation (X1), Autobiographical Memory (X2)

and Purchase Intention (Y1) for Customer Loyalty (Y2). The equation model

formula is as follows:

Sub-structure 2 : Y2 = ρ1 X1 + ρ2 X2 + ρ3Y1 + є2

Based on the results of calculations using SPSS, the following results are

obtained simultaneously and partially :

2.1 Influence of product innovation, autobiographical memory and

purchase intention simultaneously on customer loyalty (F Test).

To see the impact of product innovation, autobiographical memory

and purchase intention on customer loyalty, seen from the results of

calculations in the summary model, specifically the R square number

below:

94

Table 4.45

Model Summary

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .740a .548 .534 4.689

a. Predictors: (Constant), Total Y1, Total X1, Total X2

The amount of the R square (r2) is 0.548. This number is used to see

the effect of product innovation, autobiographical memory and purchase

intention on customer loyalty by calculating coefficients (KD) using the

following formula:

KD = r2

x 100%

KD = 0,548 x 100%

KD = 54.8%

This number means that product innovation, autobiographical

memory and purchase intention and customer loyalty simultaneously are

54.8%, while the remaining 45.2% (100% - 54.8%) is influenced by other

factors. In other words, the customer loyalty variable can be explained by

using product innovation, autobiographical memory and purchase

intention variables of 54.8% while the influence of 45.2% is caused by

other variables outside of this model.Calculates standard error є: √(1-R2) =

є2 : √(1-0,548)

: 0.672

95

Table 4.46

ANOVA

ANOVAb


1 Regression 2561.536 3 853.845 38.842 .000a

Residual 2110.304 96 21.982

Total 4671.840 99



The hypothesis is as follows:

Ho: There is no direct influence between product innovation (X1),

autobiographical memory (X2) and purchase intention (Y1) on customer

loyalty (Y2).

Ha: There a direct influence between product innovation (X1), autobiographical

memory (X2) and purchase intention (Y1) on customer loyalty (Y2).

Testing is done in two ways. First, compare the magnitude of the

number F count with F table. The second way is to compare the numbers

of the significance level (sig) of the calculation results with a significance

level of 0.05 (5%).

Comparing the magnitude of F count on anova model with F table. F

count is obtained 38.842, F table is obtained at 2.70. With the provisions

of degrees of freedom = (k-1) (nk) or df1 = k-1 and df2 = nk where df1 =

4-1 = 3 and df2 = 100-4 = 96. If F count> F table then Ho is rejected and

Ha accepted. If F count <F table, then Ho is accepted and Ha is rejected.

From the calculation, it can be seen that Fcount 38.842 > F table 2.70, then

Ha is accepted, meaning there is a direct influence between product

innovation, autobiographical memory and purchase intention on customer

loyalty.

96

Then compare the magnitude of the significant number (sig) with a

significance of 0.05. If sig count <0.05, then Ho is rejected and Ha is

accepted. If sig count> 0.05, then Ho is accepted and Ha is rejected. Based

on the calculation of the significance number of 0,000 <0,05, Ha is

accepted. It means that there is a direct influence between product

innovation, autobiographical memory and purchase intention on customer

loyalty.

2.1 Influence of product innovation dan autobiographical memory secara

simultan terhadap purchase intention (T Test).

To see the magnitude of the direct effect of product innovation and

autobiographical memory variables partially on purchase intention, the t

test, meanwhile, is used to see the magnitude of influence, beta numbers or

standardized coefficients are used below:

Table 4.47

Coefficients

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 8.823 2.570 3.434 .001

Total X1 -.285 .085 -.263 -3.345 .001

Total X2 .789 .091 .705 8.621 .000

Total Y1 .277 .134 .178 2.075 .041


a.) The Influence between product innovation (X1) toward customer

loyalty (Y2)

97

Ho: There is no direct influence between product innovation (X1)

on customer loyalty (Y2).

Ha: There is a direct influence between product innovation (X1) on

customer loyalty (Y2).

The results of the SPSS calculation obtained t count of -

3.345. While the significant level of 0.05 and the degree of

freedom (DK) with the provisions: DK = n-2, or 100-2 = 98

produces a t table of 1.984. With hypothesis test criteria: If t count

> t table then Ho is rejected and Ha is accepted. If t count <t table

then Ho is accepted and Ha is rejected. Based on the results of

these studies, obtained the number t count of -3.345 < t table 1.984

so that Ho is accepted and Ha is rejected. This means that there is

no a direct influence between product innovation (X1) on customer

loyalty (Y2). The magnitude of the effect of product innovation on

purchase intention is 0.263 or 26.3%. While the rest (100% -

26.3% = 73.7%) is explained by other variables.

b.) The Influence between autobiographical memory (X2) toward

customer loyalty (Y2)

Ho: There is no direct influence between autobiographical memory

(X2) toward customer loyalty (Y2)

Ha: There is a direct influence between autobiographical memory

(X2) toward customer loyalty (Y2)




8.621. With hypothesis test criteria: If t count > t table then Ho is



98



between autobiographical memory (X2) on customer loyalty (Y2).

The magnitude of the effect of autobiographical memory on

customer loyalty is 0.705 or 70.5%. While the rest (100% - 70.6%

= 29.5%) is explained by other variables.

c.) The Influence between purchase intention (Y1) toward customer

loyalty (Y2)

Ho: There is no direct influence between purchase intention (Y1)

toward customer loyalty (Y2).

Ha: There is a direct influence between purchase intention (Y1)

toward customer loyalty (Y2).









between purchase intention (Y1) toward customer loyalty (Y2). The

magnitude of the effect of purchase intention on customer loyalty

is 0.178 or 17.8%. While the rest (100% - 17.8% = 82.2%) is

explained by other variables.

99

3. Correlation Analysis

Correlation between service product innovation, autobiographical memory,

purchase intention and customer loyalty can be seen in the table below:

Table 4.48

Correlations

Correlations

Total X1 Total X2 Total Y1 Total Y2

Total X1 Pearson Correlation 1 .371** .465

** .081

Sig. (2-tailed) .000 .000 .420

N 100 100 100 100

Total X2 Pearson Correlation .371** 1 .525

** .701

**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

Total Y1 Pearson Correlation .465** .525

** 1 .426

**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

Total Y2 Pearson Correlation .081 .701** .426

** 1

Sig. (2-tailed) .420 .000 .000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

a. Correlation between product innovation (X1) and autobiographical

memory (X2)

Based on the calculation, the correlation number between product

innovation variables and autobiographical memory is 0.371. To

interpret these numbers, the following criteria are used :

0.80 - 1,000: very strong correlation

0.60 - 0.799: strong correlation

0.40 - 0.599: the correlation is quite strong

0.20 - 0.399: low correlation

0,00 - 0,199: very low correlation

100

The correlation of 0.371 has the intention of the relationship

between product innovation variables and autobiographical memory

has a low and unidirectional correlation (because the results are

positive). Unidirectional meaning if high product innovation,

autobiographical memory is high. The correlation of the two variables

is significant because the significant number at 0,000 < 0,05. If the

significant number (sig.) < 0.05, then the relationship between the two

variables is significant, whereas if the significant number (sig.) > 0.05

then the relationship between the two variables is not significant.

b. Correlation between product innovation (X1) and purchase intention

(Y1)


innovation variables and purchase intention is 0.465. To interpret these

numbers, the following criteria are used :







between product innovation variables and purchase intention has a

quite strong and unidirectional correlation (because the results are

positive). Unidirectional meaning if high product innovation, purchase

intention is high. The correlation of the two variables is significant

because the significant number at 0,000 < 0,05. If the significant

number (sig.) < 0.05, then the relationship between the two variables is

significant, whereas if the significant number (sig.) > 0.05 then the

relationship between the two variables is not significant.

101

c. Correlation between product innovation (X1) and customer loyalty

(Y2)


innovation variables and customer loyalty is 0.081. To interpret these








between product innovation variables and customer loyalty has a very

low and unidirectional correlation (because the results are positive).

Unidirectional meaning if high product innovation, customer loyalty is

high. The correlation of the two variables is’nt significant because the

significant number at 0,420 > 0,05. If the significant number (sig.) <

0.05, then the relationship between the two variables is significant,

whereas if the significant number (sig.) > 0.05 then the relationship

between the two variables is not significant.

d. Correlation between autobiographical memory (X2) and purchase

intention (Y1)

Based on the calculation, the correlation number between

autobiographical memory variables and purchase intention is 0.525.

To interpret these numbers, the following criteria are used :







between autobiographical memory variables and purchase intention

102

has a quite strong and unidirectional correlation (because the results

are positive). Unidirectional meaning if high autobiographical

memory, purchase intention is high. The correlation of the two

variables is significant because the significant number at 0,000 < 0,05.

If the significant number (sig.) < 0.05, then the relationship between

the two variables is significant, whereas if the significant number (sig.)

> 0.05 then the relationship between the two variables is not

significant.

e. Correlation between autobiographical memory (X2) and customer

loyalty (Y2)

Based on the calculation, the correlation number between

autobiographical memory variables and customer loyalty is 0.701. To

interpret these numbers, the following criteria are used :







between autobiographical memory variables and customer loyalty has

a quite strong and unidirectional correlation (because the results are

positive). Unidirectional meaning if high autobiographical memory,

customer loyalty is high. The correlation of the two variables is

significant because the significant number at 0,000 < 0,05. If the

significant number (sig.) < 0.05, then the relationship between the two

variables is significant, whereas if the significant number (sig.) > 0.05

then the relationship between the two variables is not significant.

103

f. Correlation between purchase intention (Y1) and customer loyalty

(Y2)


innovation variables and customer loyalty is 0.426. To interpret these








between purchase intention variables and customer loyalty has a quite

strong and unidirectional correlation (because the results are positive).

Unidirectional meaning if high purchase intention, customer loyalty is

high. The correlation of the two variables is significant because the

significant number at 0,000 < 0,05. If the significant number (sig.) <

0.05, then the relationship between the two variables is significant,

whereas if the significant number (sig.) > 0.05 then the relationship

between the two variables is not significant.

104

Figure 4.1 : Path Analysis model

0.80

0.672

0.465 0.081

0.371 0.426

0.525 0.701

Structural equation can be structured as follows :

Y1 = 0.465 + 0.525 + 0.80

Y2 = 0.081 + 0.701 + 0.426 + 0.672

4. Influence Calculation

a. Direct Effect (DE)

To calculate the direct effect, use the following formula:

1. Effect of product innovation variables on purchase intention

X1 → Y = 0.465

2. Effect of autobiographical memory on purchase intention

X2 → Y = 0.525

3. The influence of service quality on customer loyalty

X1 → Z = 0.351

4. The influence between autobiographical memory on customer

loyalty

X2 → Y2 = 0.701

Product

Innovation

(X1)

Autobiographical

Memory

(X2)

(X2)

Purchase

Intention

(Y1)

Customer Loyalty

(Y2)

105

5. The influence of purchase intention on customer loyalty

Y1 → Y2 = 0.426

b. Indirect Effect (IE)


1. The invluence of product innovation variables on customer loyalty

through purchase intention X1 → Y1 → Y2 = (0.465 x 0.426) =

0.19809

2. The invluence of autobiographical memory variables on customer

loyalty through purchase intention X2 → Y1 → Y2 = (0.525 x

0.426) = 0.22365

c. Total Effect


1. The invluence of product innovation variables on customer loyalty

through purchase intention X1 → Y1 → Y2 = (0.465 + 0.426) =

0.891

2. The invluence of autobiographical memory variables on customer

loyalty through purchase intention X2 → Y1 → Y2 = (0.525 +

0.426) = 0.951

106

CHAPTER V

CONCLUSION AND SUGGESTION

A. Conclusions

Based on the results of analysis and discussion in the previous chapter then

obtained conclusions regarding, the influence of product innovation and

autobiographical memory to purchase intention that impacts to customer

loyalty. These conclusions include are :

1. product innovation (X1) has influence on purchase intention (Y1)

partially.

2. autobiographical memory (X2) has influence on purchase intention

(Y1) partially.

3. product innovation (X1) and autobiographical memory (X2) have

influence on purchase intention (Y1) simultaneously.

4. product innovation (X1) not influence on customer loyalty (Y2)

partially.

5. autobiographical memory (X2) has influence on customer loyalty (Y2)

partially.

6. purchase intention (Y1) has influence on customer loyalty (Y2)

partially.

7. product innovation (X1), autobiographical memory (X2), and

purchase intention (Y1) have influence on variable customer loyalty

(Y2) simultaneously.

107

B. Suggestion

Based on the results of the analysis and the conclusions above, obtained

some of the implications of the results of this research, such as :

1. For Company

a. Product Innovation

Product innovation is the most important thing for companies to

always follow market needs that are increasingly growing. but there

are exceptions in the fashion industry. from data that has been

summarized with 100 respondents, the data shows that there is no

relationship between product innovation and consumer loyalty.

developments in the fashion industry only revolve around things that

have been done before. representation of the product will also be lost if

the product innovates, resulting consumers being disloyal.

b. Autobiographical Memory

autobiographical memory, is long-term memory that occurs

continuously. Our childhood experience with converse resulted in

future memories that the product has the same quality as the past. This

causes us to be interested in buying a product that we have

remembered and being loyal to the product

c. Purchase Intention

factors that influence purchase intention are autobiographical

memory and innovation products. Buying intention can also affect

loyalty, purchasing decisions are the result of a plan, analysis and

evaluation of a product, and the results of these decisions are mostly

derived from the innovation that the product has created as well as

someone's experience with the product.

108

d. Customer Loyalty

Customer loyalty is last factor in measuring product innovation,

autobiographical memory, and purchase intention. In this research,

customer loyalty of converse sneakers gets from autobiographical

memory and purchase intention. It means, customer loyalty of

Converse sneakers can be affected by two factors which is

autobiographical memory and purchase intention. Cognitive loyalty

and affective loyalty are main sector to be repaired, So Converse

company need to keep maintain the product quality and brand of the

product itself.

2. For Reader

This research is expected to produce one reference in providing

new information for students in their writing research. And other

researchers can add more research data, so that it will produce better

data.

109

REFERENCES

Abdurachman, U. 2004. Faktor - faktor yang menimbulkan minat beli konsumen.

101.

Armstrong, Kotler, 2.3. 2009. Principles of Marketing.

Braun et al. (. 3. 2002. Autobiographical Memory. Make My Memory : How

advertising can change our memory , 3.

Braun et al. 2002. Make my Memory: How advertising can change our memory.

Changhanti, C. 1983. Types of product innovations and small business. Journal of

small business strategy , 43.

Chaplin, L. G. John, D. R, “The Development of Self-Brand Connections in

Children and Adolescents”, Journal of Consumer Research, 32 (June), 119-

129, 2005.

Donald A Norman, R. V. 2014. Incremental innovation and Radical Innovation.

82.

Dr. Vahidreza Mirabi, H. A. (n.d.). "A Study of factors affecting on customers

purchase intention".

Durianto, S. A. 2004. Brand Equity Ten : Strategy Memimpin Pasar. PT.

Gramedia Pustaka Utama, Jakarta, 2004.

Haryanto, J. O,“Analisis Intensi Mengkonsumsi lagi pada Anak dalam

Membangun Kekuatan Mempengaruhi, Pembelian Impulsif dan

Autobiographical Memory”, Universitas Indonesia, Jakarta, 2008.

Haryanto, J. O,“The Role of Intention to Consume in Creating Autobiographical

Memory”,Gadjah Mada International Journal of Business, Vol. 10 No. 3.

Pp. 375-391, 2008.

110

Haryanto, J. O, “Role of Promotion in Creating influence Power, Impulsive

Buying, and Autobiographical Memory”, Jurnal Manajemen , Vol.13 No.2,

2009.

Hellier, et al. 2002. Customer Repurchase Intention. European Journal of

Marketing

Hurley, Robert. F and Hult, G, Tomas. M, 1998, Inovation, Market Orientation,

and Organizational Learning: An Intergration and Empirical

Iriyani, B. H. (n.d.). "Pengaruh Inovasi produk dan harga terhadap minat beli mie

sedaap cup".

Kasali, Rhenald dan Jony Oktavian Haryanto, “Role of Product Characteristics,

Reference Group, Retail Environments, and Promotion in Creating

Influence Power, Impulsive Buying, and Autobiographical Memory”,

International review of business, 10: 67-82, 2009.

Kleinscmidt, D. &. 2001. Product Innovativeness from the firm's Perspective. 14.

Kotler, P. 2000. Marketing Management, 10th ed. New Jersey: Prentice Hall.

Malhotra, Naresh K. 2004. Riset Pemasaran: Pendekatan Terapan. (Soleh

RusyadiMaryam: Penerjemah. Jakarta: Indeks Kelompok Gramedia.

Mowen, J. C., Minor M. 2002. Perilaku Konsumen, ed 5. Alih bahasa: Dwi

Kurniawan, S., dan Haryanto, J. O, “Kids as Future Market: The Role of

Autobiographical Memory in Building Brand Loyalty”, Journal of Arts,

Science and Commerce, Vol. 2, 77- 90, 2011.

Ling, Jonathan dan Catling, Jonathan, “Psikologi Kognitif”, Erlangga, Jakarta,

2012.

111

Malhotra, Naresh K, “Riset Pemasaran”, Edisi keempat jilid I, Indeks, Jakarta,

2009.

Maulana, Herdian dan Gum gum Gumelar, “Psikologi Komunikasi dan Persuasi”,

Akademia Permata, Jakarta, 2013.

Mowen, John C. dan Michael Minor, “Perilaku Konsumen”, Edisi ke-5 jilid II,

Erlangga, Jakarta, 2002.

Mugge, R., Schifferstein, H. N. J., dan Schoorman, J. P. L, “Product Attachment

and Satisfaction: The Effects of Pleasure and Memories”, European

Advances in Consumer Research, 8, 325-331, 2008.

Munir, M. H. (n.d.). Impact of innovation in FMCG products on customer loyalty

and satisfaction: A case study of Confectionary Producer “English Biscuit

Manufacturers” in Pakistan.

Schiffman, L.G., & Kanuk, L.L., 2007. Consumer Behavior, 9 th edition, New

Jersey: Pearson Prentice Hall.

Solomon, M. A. 2004. Consumer Behavior: Buying, Having and Being 6th ed.

Solomon, M. A. 2015. Marketing : Real people, Real choise.

Solomon, M. A. 2015. Innovation Atributes. In Marketing : Real People, Real

Choise (p. 266). Pearson.

Solomon, M. A. 2. 2015. Adoption Pyramid. In Marketing : Real People, Real

Choise (pp. 262 - 263). Pearson.

Stuart, S. &. (2015). Real People Real CHoise "Ninth Edition". Pearson.

http://www.topbrand-award.com/top-brand-survey/survey-result

112

Attachment I : Research Questioner


AUTOBIOGHRAPHICAL MEMORY TOWARD PURCHASE


LOYALTY

Regarding to finish the program of Bachelor Degree Faculty Economics

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

this thesis as a requirement to get Bachelor Degree of Economic :


NIM : 1113081100004

Major : Management

Faculty: Economics and Business

I will do research about “THE INFLUENCE OF PRODUCT INNOVATION

AND AUTOBIOGHRAPHICAL MEMORY TOWARD PURCHASE


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

questioner.

113

Penyaringan Pertanyaan

Sebelum mengisi kuesioner mohon kesediaan Bapak/Ibu/Saudara/

Saudariuntuk melengkapi daftar periksa dengan menandai sebuah tanda silang (√)

di kotak yang sesuai :

1. Apakah anda pernah membeli sepatu Converse ?

Ya Tidak

Jika “Ya”, silahkan lanjutkan ke pernyataan berikutnya.

Jika “Tidak”, tolong berhenti menjawab dan terimakasih atas partisipasi

anda.

Identitas Responden

Gender : Laki – Laki Perempuan

Umur : 11 – 20 Thn 31 – 40 Thn

21 – 30 Thn 41 – 50 Thn

Pekerjaan : 1. Pegawai Negeri 4. Pelajar

2. Karyawan Swasta 5. Lain – Lain

3. Wiraswasta

Pendapatan Per Bulan :

1. Rp 500.000 – Rp 999.999

2. Rp 1.000.000 – Rp 1.499.999

3. Rp 1.500.000 – Rp 1.999.999

4. > Rp 2.000.000

114

Petunjuk Pengisian

Isi dan jawablah pernyataan-pernyataan di bawah ini sesuai dengan

pilihandan pendapat anda, beri tanda ceklis (√) di kolom yang sesuai pada:

1 2 3 4 5

STS TS R S SS

Keterangan :

1. STS : Sangat tidak setuju

2. TS : Tidak setuju

3. R : Ragu – Ragu

4. S : Setuju

5. SS : Sangat Setuju

Product Innovation (X1)

No. Pernyataan STS TS R S SS

1

Saya rasa dengan adanya Converse Chuck

Taylor II dengan sol lunarlon dapat

menambah kenyamanan saat memakainya

2 Saya merasa ada kebangaan tersendiri saat

menggunakan Converse Chuck Taylor II

3

Converse Chuck Taylor II / Chuck Taylor

Flyknit memiliki desain yang unik bila

dibandingkan denga desain terdahulu

4

Saya rasa kualitas dari produk terbaru

Converse Chuck Taylor II lebih baik bila

dibandingkan kualitas terdahulu

5

Saya rasa harga yang saya keluarkan untuk

membeli Converse Chuck Taylor II sesuai

dengan apa yang saya dapatkan

6 Kemungkinan lecet saat menggunakan

115

Converse Chuck Taylor II lebih sedikit

karna bahanya yang berbusa dan bukan

kanfas

7 Butuh ketrampilan baru untuk menggunakan

Converse CT II

8 Converse CT II lebih terkenal disbanding

produk converse lainnya

Autobiographical Memory (X2)


1 Saya terkesan dengan Converse karna orang

lain membicarakannya

2 Saya terkesan dengan Converse saat

pengalaman pertama menggunakannya

3 Dari dulu saya terkesan dengan desain

Converse Chuck Taylor

4 Saya terkesan terhadap logo dari Converse

5 Saya ingat dari dulu Converse adalah sepatu

favorit saya

6 Saya menyukai sepatu Converse jika

dibandingkan dengan sepatu yang lainnya

7 Dari dulu saya merasa nyaman saat

menggunakan sepatu Converse

8

Saya menyukai sepatu Converse Chuck

Taylor karna desainnya yang khas dan tidak

pernah berubah dari dulu

116

Purchase Intention (Y1)


1

Tertarik untuk mencari informasi lengkap

mengenai Converse Chuck Taylor II / Chuck

Taylor Flyknit

2

Harga, dan kualitas Converse CT II menjadi

alasan pertimbangan dalam membeli produk

tersebut

3

Saya berkeinginan untuk mencoba inovasi

terbaru Converse Chuck Taylor II / Chuck

Taylor Flyknit

4

Tertarik untuk mengetahui lebih lanjut

mengenai Converse Chuck Taylor II / Chuck

Taylor Flyknit

5

Saya berkeinginan untuk membeli inovasi

terbaru Converse Chuck Taylor II / Chuck

Taylor Flyknit

Customer Loyalty (Y2)


1 Saya merasa sepatu Converse adalah yang

terbaik disbanding brand lainnya

2 Saya merasa Converse memiliki kualitas

yang sangat baik

3

Saya tertarik untuk mengkoleksi jenis – jenis

sepatu Converse dengan motif dan warna

yang berbeda beda

4 Saat menggunakan sepatu Converse dapat

117

meningkatkan kepercayaan diri saya

5

Saat menggunakan sepatu Converse tersebut

melambangkan jati diri saya yang

sebenarnya

6 Saya sudah terbiasa dari dulu menggunakan

sepatu Converse

7

Saya akan membeli kembali sepatu

Converse apabila sepatu yang saya miliki

sudah mulai rusak

8

Saya akan merekomendasikan sepatu

Converse kepada keluarga, teman atau

kerabat untuk membeli produk tersebut

Attachment II : Result of Output SPSS 17 for windows

118

A. Distribution Answer of Respondents

NO Product Innovation (X1)

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8

1 5 2 2 4 2 5 3 1

2 4 4 4 4 5 4 4 3

3 5 5 5 5 5 5 4 5

4 3 3 4 4 5 4 5 4

5 2 3 3 3 3 3 3 2

6 4 3 4 3 4 3 3 3

7 2 3 5 3 1 4 5 5

8 5 2 3 1 4 2 4 1

9 4 4 4 4 4 4 4 2

10 4 4 4 1 1 4 3 3

11 3 3 2 2 2 3 3 1

12 3 3 2 2 2 2 3 1

13 5 4 4 4 5 4 4 4

14 3 4 4 4 3 3 2 3

15 4 3 3 3 3 4 3 3

16 4 3 3 3 4 3 4 3

17 3 3 4 4 3 4 2 4

18 4 4 2 3 4 4 1 5

19 4 4 3 3 5 5 4 4

20 4 4 5 4 4 4 4 4

21 4 4 3 4 4 5 3 1

22 5 3 2 5 4 5 3 3

23 4 5 3 5 4 4 1 5

24 3 3 3 3 3 3 3 3

25 3 3 3 3 3 3 3 3

26 5 5 4 5 4 4 3 3

119

27 5 4 2 4 5 4 2 3

28 5 1 2 4 4 5 3 3

29 3 3 3 3 3 3 3 3

30 3 3 3 3 3 3 3 3

31 4 3 4 4 3 3 2 3

32 5 4 4 4 1 4 5 3

33 5 5 5 5 5 1 1 3

34 4 3 3 4 3 3 3 3

35 2 1 1 1 1 1 1 1

36 1 1 1 1 1 2 2 1

37 1 1 1 1 1 2 2 1

38 3 5 3 3 3 4 3 3

39 5 2 5 5 4 2 3 4

40 5 5 5 5 5 4 2 4

41 3 2 2 2 2 2 2 1

42 4 4 3 3 4 4 3 4

43 3 3 2 3 2 4 3 4

44 5 2 2 4 2 5 3 1

45 4 4 4 4 5 4 4 3

46 5 5 5 5 5 5 4 5

47 3 3 4 4 5 4 5 4

48 2 3 3 3 3 3 3 2

49 4 3 4 3 4 3 3 3

50 5 2 2 4 2 5 3 1

51 5 2 2 4 2 5 3 1

52 4 4 4 4 5 4 4 3

53 5 5 5 5 5 5 4 5

54 3 3 4 4 5 4 5 4

55 2 3 3 3 3 3 3 2

56 4 3 4 3 4 3 3 3

120

57 2 3 5 3 1 4 5 5

58 5 2 3 1 4 2 4 1

59 4 4 4 4 4 4 4 2

60 4 4 4 1 1 4 3 3

61 3 3 2 2 2 3 3 1

62 3 3 2 2 2 2 3 1

63 5 4 4 4 5 4 4 4

64 3 4 4 4 3 3 2 3

65 4 3 3 3 3 4 3 3

66 4 3 3 3 4 3 4 3

67 3 3 4 4 3 4 2 4

68 4 4 2 3 4 4 1 5

69 4 4 3 3 5 5 4 4

70 4 4 5 4 4 4 4 4

71 4 4 3 4 4 5 3 1

72 5 3 2 5 4 5 3 3

73 4 5 3 5 4 4 1 5

74 3 3 3 3 3 3 3 3

75 3 3 3 3 3 3 3 3

76 5 5 4 5 4 4 3 3

77 5 4 2 4 5 4 2 3

78 5 1 2 4 4 5 3 3

79 3 3 3 3 3 3 3 3

80 3 3 3 3 3 3 3 3

81 4 3 4 4 3 3 2 3

82 5 4 4 4 1 4 5 3

83 5 5 5 5 5 1 1 3

84 4 3 3 4 3 3 3 3

85 2 1 1 1 1 1 1 1

86 1 1 1 1 1 2 2 1

121

87 1 1 1 1 1 2 2 1

88 3 5 3 3 3 4 3 3

89 5 2 5 5 4 2 3 4

90 5 5 5 5 5 4 2 4

91 3 2 2 2 2 2 2 1

92 4 4 3 3 4 4 3 4

93 3 3 2 3 2 4 3 4

94 5 2 2 4 2 5 3 1

95 4 4 4 4 5 4 4 3

96 5 5 5 5 5 5 4 5

97 3 3 4 4 5 4 5 4

98 2 3 3 3 3 3 3 2

99 4 3 4 3 4 3 3 3

100 5 4 2 4 5 4 2 3

NO

Autobiographical Memory (X2)

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8

1 5 5 5 5 5 5 5 5

2 3 4 5 5 3 4 3 4

3 5 5 4 5 4 5 5 4

4 4 5 4 4 3 5 4 3

5 5 5 5 4 4 4 5 5

6 4 3 3 4 5 5 4 4

7 5 4 2 3 1 1 5 5

8 5 1 4 1 5 3 3 4

9 2 4 4 4 3 3 4 4

10 3 4 4 3 2 2 4 4

11 2 4 2 2 2 1 4 4

122

12 3 4 4 4 3 3 4 4

13 3 5 3 2 4 3 3 3

14 3 4 3 5 4 4 3 3

15 3 3 3 3 3 3 3 4

16 4 2 2 4 4 4 4 3

17 1 1 3 2 1 1 3 3

18 4 1 2 5 1 4 1 4

19 2 4 3 3 2 3 5 5

20 3 4 4 4 3 3 4 4

21 5 4 2 4 2 2 5 3

22 4 4 5 5 4 4 4 4

23 3 2 5 5 2 4 5 5

24 3 3 3 3 3 3 3 3

25 3 3 3 3 3 3 3 3

26 4 4 4 4 4 4 4 4

27 3 4 5 5 4 4 4 4

28 1 1 1 3 1 1 1 3

29 3 3 3 3 3 3 3 3

30 3 3 3 3 3 3 3 3

31 3 3 4 4 3 2 3 4

32 5 5 1 1 1 4 2 5

33 3 4 4 4 5 4 4 4

34 2 3 3 3 3 3 3 3

35 2 2 2 2 2 3 1 4

36 2 4 2 2 5 2 2 1

37 2 4 2 2 5 2 2 1

38 3 3 3 3 3 3 3 3

39 2 3 2 3 1 1 3 4

40 5 5 3 3 3 4 3 3

41 1 5 5 5 3 2 4 5

123

42 4 4 5 5 4 5 4 5

43 4 5 3 3 3 3 4 4

44 5 5 5 5 5 5 5 5

45 3 4 5 5 3 4 3 4

46 5 5 4 5 4 5 5 4

47 4 5 4 4 3 5 4 3

48 5 5 5 4 4 4 5 5

49 4 3 3 4 5 5 4 4

50 3 4 5 5 4 4 4 4

51 5 5 5 5 5 5 5 5

52 3 4 5 5 3 4 3 4

53 5 5 4 5 4 5 5 4

54 4 5 4 4 3 5 4 3

55 5 5 5 4 4 4 5 5

56 4 3 3 4 5 5 4 4

57 5 4 2 3 1 1 5 5

58 5 1 4 1 5 3 3 4

59 2 4 4 4 3 3 4 4

60 3 4 4 3 2 2 4 4

61 2 4 2 2 2 1 4 4

62 3 4 4 4 3 3 4 4

63 3 5 3 2 4 3 3 3

64 3 4 3 5 4 4 3 3

65 3 3 3 3 3 3 3 4

66 4 2 2 4 4 4 4 3

67 1 1 3 2 1 1 3 3

68 4 1 2 5 1 4 1 4

69 2 4 3 3 2 3 5 5

70 3 4 4 4 3 3 4 4

71 5 4 2 4 2 2 5 3

124

72 4 4 5 5 4 4 4 4

73 3 2 5 5 2 4 5 5

74 3 3 3 3 3 3 3 3

75 3 3 3 3 3 3 3 3

76 4 4 4 4 4 4 4 4

77 3 4 5 5 4 4 4 4

78 1 1 1 3 1 1 1 3

79 3 3 3 3 3 3 3 3

80 3 3 3 3 3 3 3 3

81 3 3 4 4 3 2 3 4

82 5 5 1 1 1 4 2 5

83 3 4 4 4 5 4 4 4

84 2 3 3 3 3 3 3 3

85 2 2 2 2 2 3 1 4

86 2 4 2 2 5 2 2 1

87 2 4 2 2 5 2 2 1

88 3 3 3 3 3 3 3 3

89 2 3 2 3 1 1 3 4

90 5 5 3 3 3 4 3 3

91 1 5 5 5 3 2 4 5

92 4 4 5 5 4 5 4 5

93 4 5 3 3 3 3 4 4

94 5 5 5 5 5 5 5 5

95 3 4 5 5 3 4 3 4

96 5 5 4 5 4 5 5 4

97 4 5 4 4 3 5 4 3

98 5 5 5 4 4 4 5 5

99 4 3 3 4 5 5 4 4

100 3 4 5 5 4 4 4 4

125

NO

Purchase Intention (Y1)

Q1 Q2 Q3 Q4 Q5

1 2 2 3 2 2

2 4 3 5 4 5

3 5 5 4 5 5

4 4 3 4 3 5

5 4 4 5 5 5

6 4 3 4 4 5

7 4 1 2 3 3

8 3 5 3 3 2

9 2 4 4 3 3

10 4 5 2 3 2

11 3 4 4 3 3

12 2 4 2 2 2

13 3 4 4 4 4

14 4 5 3 4 3

15 3 3 3 3 3

16 4 4 4 3 4

17 1 2 2 1 1

18 2 5 4 4 3

126

19 3 3 3 3 3

20 4 4 3 3 3

21 3 4 4 4 4

22 3 4 4 2 2

23 2 4 4 3 5

24 3 3 3 3 3

25 3 3 3 3 3

26 4 5 4 5 4

27 5 4 4 4 4

28 1 3 1 1 1

29 3 3 3 3 3

30 3 3 3 3 3

31 2 3 3 3 3

32 5 5 5 5 4

33 4 5 5 5 4

34 2 4 3 2 3

35 1 2 1 1 1

36 5 3 3 3 3

37 5 3 3 3 3

38 2 3 3 3 3

127

39 3 3 3 2 3

40 3 5 3 3 3

41 1 5 1 1 1

42 4 4 4 4 4

43 3 3 3 4 3

44 2 2 3 2 2

45 4 3 5 4 5

46 5 5 4 5 5

47 4 3 4 3 5

48 4 4 5 5 5

49 4 3 4 4 5

50 5 4 4 4 4

51 2 2 3 2 2

52 4 3 5 4 5

53 5 5 4 5 5

54 4 3 4 3 5

55 4 4 5 5 5

56 4 3 4 4 5

57 4 1 2 3 3

58 3 5 3 3 2

128

59 2 4 4 3 3

60 4 5 2 3 2

61 3 4 4 3 3

62 2 4 2 2 2

63 3 4 4 4 4

64 4 5 3 4 3

65 3 3 3 3 3

66 4 4 4 3 4

67 1 2 2 1 1

68 2 5 4 4 3

69 3 3 3 3 3

70 4 4 3 3 3

71 3 4 4 4 4

72 3 4 4 2 2

73 2 4 4 3 5

74 3 3 3 3 3

75 3 3 3 3 3

76 4 5 4 5 4

77 5 4 4 4 4

78 1 3 1 1 1

129

79 3 3 3 3 3

80 3 3 3 3 3

81 2 3 3 3 3

82 5 5 5 5 4

83 4 5 5 5 4

84 2 4 3 2 3

85 1 2 1 1 1

86 5 3 3 3 3

87 5 3 3 3 3

88 2 3 3 3 3

89 3 3 3 2 3

90 3 5 3 3 3

91 1 5 1 1 1

92 4 4 4 4 4

93 3 3 3 4 3

94 2 2 3 2 2

95 4 3 5 4 5

96 5 5 4 5 5

97 4 3 4 3 5

98 4 4 5 5 5

130

99 4 3 4 4 5

100 5 4 4 4 4

NO

Customer Loyalty (Y2)

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8

1 5 5 5 5 5 5 5 5

2 4 5 5 4 4 4 5 4

3 5 5 4 4 5 5 4 5

4 4 5 4 4 4 3 4 5

5 5 5 5 4 5 5 2 4

6 4 3 5 4 3 3 4 5

7 5 3 2 2 5 3 3 5

8 3 3 5 3 5 5 4 2

9 3 4 4 3 2 3 4 4

10 2 3 2 4 2 3 3 3

11 1 4 3 4 1 3 3 4

12 4 4 5 4 4 4 3 3

13 3 3 4 3 2 3 3 4

14 3 3 3 4 3 3 3 4

15 3 3 3 3 3 3 3 3

131

16 3 3 3 4 4 4 3 3

17 1 3 1 4 1 3 1 1

18 3 4 1 4 3 1 1 3

19 3 4 4 3 3 3 4 4

20 3 4 3 4 3 3 3 4

21 2 5 4 4 2 1 4 4

22 5 5 4 4 4 4 4 4

23 2 5 1 5 1 5 5 3

24 3 3 3 3 3 3 3 3

25 3 3 3 3 3 3 3 3

26 4 4 5 5 5 5 4 4

27 5 5 3 4 4 4 4 4

28 1 3 1 1 1 1 2 1

29 3 3 3 3 3 3 3 3

30 3 3 3 3 3 3 3 3

31 2 3 3 3 3 3 3 3

32 4 5 4 4 5 4 4 4

33 3 4 3 3 4 4 3 3

34 3 3 3 3 3 3 3 3

35 5 5 5 5 5 5 5 5

132

36 3 4 3 4 3 2 5 3

37 3 4 3 4 3 2 5 3

38 3 3 3 3 3 3 4 3

39 1 3 2 1 1 2 1 1

40 4 4 1 2 2 2 2 1

41 2 3 1 3 2 2 1 1

42 4 4 4 4 4 4 4 4

43 3 3 4 4 3 3 3 4

44 5 5 5 5 5 5 5 5

45 4 5 5 4 4 4 5 4

46 5 5 4 4 5 5 4 5

47 4 5 4 4 4 3 4 5

48 5 5 5 4 5 5 2 4

49 4 3 5 4 3 3 4 5

50 5 5 3 4 4 4 4 4

51 5 5 5 5 5 5 5 5

52 4 5 5 4 4 4 5 4

53 5 5 4 4 5 5 4 5

54 4 5 4 4 4 3 4 5

55 5 5 5 4 5 5 2 4

133

56 4 3 5 4 3 3 4 5

57 5 3 2 2 5 3 3 5

58 3 3 5 3 5 5 4 2

59 3 4 4 3 2 3 4 4

60 2 3 2 4 2 3 3 3

61 1 4 3 4 1 3 3 4

62 4 4 5 4 4 4 3 3

63 3 3 4 3 2 3 3 4

64 3 3 3 4 3 3 3 4

65 3 3 3 3 3 3 3 3

66 3 3 3 4 4 4 3 3

67 1 3 1 4 1 3 1 1

68 3 4 1 4 3 1 1 3

69 3 4 4 3 3 3 4 4

70 3 4 3 4 3 3 3 4

71 2 5 4 4 2 1 4 4

72 5 5 4 4 4 4 4 4

73 2 5 1 5 1 5 5 3

74 3 3 3 3 3 3 3 3

75 3 3 3 3 3 3 3 3

134

76 4 4 5 5 5 5 4 4

77 5 5 3 4 4 4 4 4

78 1 3 1 1 1 1 2 1

79 3 3 3 3 3 3 3 3

80 3 3 3 3 3 3 3 3

81 2 3 3 3 3 3 3 3

82 4 5 4 4 5 4 4 4

83 3 4 3 3 4 4 3 3

84 3 3 3 3 3 3 3 3

85 5 5 5 5 5 5 5 5

86 3 4 3 4 3 2 5 3

87 3 4 3 4 3 2 5 3

88 3 3 3 3 3 3 4 3

89 1 3 2 1 1 2 1 1

90 4 4 1 2 2 2 2 1

91 2 3 1 3 2 2 1 1

92 4 4 4 4 4 4 4 4

93 3 3 4 4 3 3 3 4

94 5 5 5 5 5 5 5 5

95 4 5 5 4 4 4 5 4

135

96 5 5 4 4 5 5 4 5

97 4 5 4 4 4 3 4 5

98 5 5 5 4 5 5 2 4

99 4 3 5 4 3 3 4 5

100 5 5 3 4 4 4 4 4

136

B. Reliability Test (All Variable)


Cronbach's

Alpha N of Items

.718 8


Cronbach's

Alpha N of Items

.832 8


Cronbach's

Alpha N of Items

.850 5


Cronbach's

Alpha N of Items

.870 8

137

C. Validity Test

Correlations

X1.1 X1.2 X1.3 X1.4 X1.5 X1.6 X1.7 X1.8

Total

X1

X1.1 Pearson

Correlation 1 .127 -.147 .333 .521

** .477

** -.046 -.026 .465

**

Sig. (2-tailed) .505 .439 .072 .003 .008 .808 .892 .010

N 30 30 30 30 30 30 30 30 30

X1.2 Pearson

Correlation .127 1 .441

* .400

* .326 .216 -.162 .431

* .596

**

Sig. (2-tailed) .505 .015 .028 .079 .253 .391 .017 .001

N 30 30 30 30 30 30 30 30 30

X1.3 Pearson

Correlation -.147 .441

* 1 .194 .088 .079 .487

** .472

** .562

**

Sig. (2-tailed) .439 .015 .304 .645 .677 .006 .008 .001

N 30 30 30 30 30 30 30 30 30

X1.4 Pearson

Correlation .333 .400

* .194 1 .527

** .619

** -.111 .397

* .731

**

Sig. (2-tailed) .072 .028 .304 .003 .000 .561 .030 .000

N 30 30 30 30 30 30 30 30 30

X1.5 Pearson

Correlation .521

** .326 .088 .527

** 1 .309 .106 .286 .699

**

Sig. (2-tailed) .003 .079 .645 .003 .097 .576 .126 .000

N 30 30 30 30 30 30 30 30 30

X1.6 Pearson

Correlation .477

** .216 .079 .619

** .309 1 .049 .338 .649

**

Sig. (2-tailed) .008 .253 .677 .000 .097 .796 .068 .000

N 30 30 30 30 30 30 30 30 30

X1.7 Pearson

Correlation -.046 -.162 .487

** -.111 .106 .049 1 -.035 .264

Sig. (2-tailed) .808 .391 .006 .561 .576 .796 .855 .158

N 30 30 30 30 30 30 30 30 30

138

X1.8 Pearson

Correlation -.026 .431

* .472

** .397

* .286 .338 -.035 1 .650

**

Sig. (2-tailed) .892 .017 .008 .030 .126 .068 .855 .000

N 30 30 30 30 30 30 30 30 30

Total

X1

Pearson

Correlation .465

** .596

** .562

** .731

** .699

** .649

** .264 .650

** 1

Sig. (2-tailed) .010 .001 .001 .000 .000 .000 .158 .000

N 30 30 30 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-

tailed).

*. Correlation is significant at the 0.05 level (2-

tailed).

Correlations

X2.1 X2.2 X2.3 X2.4 X2.5 X2.6 X2.7 X2.8

Total

X2

X2.1 Pearson

Correlation 1 .323 .255 .298 .479

** .497

** .443

* .308 .668

**

Sig. (2-tailed) .082 .173 .110 .007 .005 .014 .098 .000

N 30 30 30 30 30 30 30 30 30

X2.2 Pearson

Correlation .323 1 .434

* .311 .361

* .322 .624

** .255 .685

**

Sig. (2-tailed) .082 .017 .094 .050 .082 .000 .174 .000

N 30 30 30 30 30 30 30 30 30

X2.3 Pearson


* 1 .438

* .514

** .574

** .441

* .463

** .755

**

Sig. (2-tailed) .173 .017 .016 .004 .001 .015 .010 .000

N 30 30 30 30 30 30 30 30 30

X2.4 Pearson

Correlation .298 .311 .438

* 1 .195 .669

** .239 .265 .632

**

Sig. (2-tailed) .110 .094 .016 .303 .000 .203 .157 .000

N 30 30 30 30 30 30 30 30 30

139

X2.5 Pearson

Correlation .479

** .361

* .514

** .195 1 .699

** .256 .049 .686

**

Sig. (2-tailed) .007 .050 .004 .303 .000 .173 .798 .000

N 30 30 30 30 30 30 30 30 30

X2.6 Pearson

Correlation .497

** .322 .574

** .669

** .699

** 1 .222 .178 .789

**

Sig. (2-tailed) .005 .082 .001 .000 .000 .239 .347 .000

N 30 30 30 30 30 30 30 30 30

X2.7 Pearson

Correlation .443

* .624

** .441

* .239 .256 .222 1 .558

** .678

**

Sig. (2-tailed) .014 .000 .015 .203 .173 .239 .001 .000

N 30 30 30 30 30 30 30 30 30

X2.8 Pearson

Correlation .308 .255 .463

** .265 .049 .178 .558

** 1 .509

**

Sig. (2-tailed) .098 .174 .010 .157 .798 .347 .001 .004

N 30 30 30 30 30 30 30 30 30

Total

X2

Pearson

Correlation .668

** .685

** .755

** .632

** .686

** .789

** .678

** .509

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .004

N 30 30 30 30 30 30 30 30 30


tailed).


tailed).

Correlations

Y1.1 Y1.2 Y1.3 Y1.4 Y1.5 Total Y1

Y1.1 Pearson Correlation 1 .265 .443* .712

** .625

** .774

**

Sig. (2-tailed) .157 .014 .000 .000 .000

N 30 30 30 30 30 30

Y1.2 Pearson Correlation .265 1 .336 .492** .175 .561

**

Sig. (2-tailed) .157 .070 .006 .356 .001

140

N 30 30 30 30 30 30

Y1.3 Pearson Correlation .443* .336 1 .701

** .795

** .825

**

Sig. (2-tailed) .014 .070 .000 .000 .000

N 30 30 30 30 30 30

Y1.4 Pearson Correlation .712** .492

** .701

** 1 .779

** .932

**

Sig. (2-tailed) .000 .006 .000 .000 .000

N 30 30 30 30 30 30

Y1.5 Pearson Correlation .625** .175 .795

** .779

** 1 .862

**

Sig. (2-tailed) .000 .356 .000 .000 .000

N 30 30 30 30 30 30


** .825

** .932

** .862

** 1

Sig. (2-tailed) .000 .001 .000 .000 .000

N 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).


Correlations

Y2.1 Y2.2 Y2.3 Y2.4 Y2.5 Y2.6 Y2.7 Y2.8

Total

Y2

Y2.1 Pearson

Correlation 1 .438

* .576

** .234 .872

** .535

** .385

* .675

** .841

**

Sig. (2-tailed) .016 .001 .213 .000 .002 .036 .000 .000

N 30 30 30 30 30 30 30 30 30

Y2.2 Pearson

Correlation .438

* 1 .329 .564

** .274 .344 .502

** .487

** .638

**

Sig. (2-tailed) .016 .076 .001 .143 .063 .005 .006 .000

N 30 30 30 30 30 30 30 30 30

Y2.3 Pearson

Correlation .576

** .329 1 .282 .610

** .493

** .543

** .530

** .779

**

Sig. (2-tailed) .001 .076 .131 .000 .006 .002 .003 .000

N 30 30 30 30 30 30 30 30 30

141

Y2.4 Pearson


** .282 1 .194 .504

** .354 .360 .556

**

Sig. (2-tailed) .213 .001 .131 .305 .005 .055 .051 .001

N 30 30 30 30 30 30 30 30 30

Y2.5 Pearson

Correlation .872

** .274 .610

** .194 1 .584

** .294 .475

** .784

**

Sig. (2-tailed) .000 .143 .000 .305 .001 .115 .008 .000

N 30 30 30 30 30 30 30 30 30

Y2.6 Pearson

Correlation .535

** .344 .493

** .504

** .584

** 1 .502

** .257 .734

**

Sig. (2-tailed) .002 .063 .006 .005 .001 .005 .170 .000

N 30 30 30 30 30 30 30 30 30

Y2.7 Pearson

Correlation .385

* .502

** .543

** .354 .294 .502

** 1 .545

** .694

**

Sig. (2-tailed) .036 .005 .002 .055 .115 .005 .002 .000

N 30 30 30 30 30 30 30 30 30

Y2.8 Pearson

Correlation .675

** .487

** .530

** .360 .475

** .257 .545

** 1 .742

**

Sig. (2-tailed) .000 .006 .003 .051 .008 .170 .002 .000

N 30 30 30 30 30 30 30 30 30

Total

Y2

Pearson

Correlation .841

** .638

** .779

** .556

** .784

** .734

** .694

** .742

** 1

Sig. (2-tailed) .000 .000 .000 .001 .000 .000 .000 .000

N 30 30 30 30 30 30 30 30 30


tailed).


tailed).

142

D. Coefficient Determination of Substructur

1. (X1,X2)

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .371a .138 .129 5.730

a. Predictors: (Constant), Total X1

ANOVAb


1 Regression 514.386 1 514.386 15.668 .000a

Residual 3217.454 98 32.831

Total 3731.840 99

a. Predictors: (Constant), Total X1

b. Dependent Variable: Total X2

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 18.482 2.482 7.447 .000

Total X1 .360 .091 .371 3.958 .000

a. Dependent Variable: Total X2

143

2. X1,X2 = Y1

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .600a .360 .347 3.563


ANOVAb


1 Regression 692.426 2 346.213 27.267 .000a

Residual 1231.614 97 12.697

Total 1924.040 99



Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 2.847 1.931 1.474 .144

Total X1 .218 .061 .313 3.575 .001

Total X2 .294 .063 .409 4.673 .000


144

3. X1,X2,Y1 = Y2

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .740a .548 .534 4.689


ANOVAb


1 Regression 2561.536 3 853.845 38.842 .000a

Residual 2110.304 96 21.982

Total 4671.840 99



Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 8.823 2.570 3.434 .001

Total X1 -.285 .085 -.263 -3.345 .001

Total X2 .789 .091 .705 8.621 .000

Total Y1 .277 .134 .178 2.075 .041


145

E. Coeficient Corelation

Correlations

Total X1 Total X2 Total Y1 Total Y2

Total X1 Pearson Correlation 1 .371** .465

** .081

Sig. (2-tailed) .000 .000 .420

N 100 100 100 100

Total X2 Pearson Correlation .371** 1 .525

** .701

**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100


** 1 .426

**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

Total Y2 Pearson Correlation .081 .701** .426

** 1

Sig. (2-tailed) .420 .000 .000

N 100 100 100 100


146

F. Coefficient Determination of Substructure

1. (X1,X2 = Y1) T – Test

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .600a .360 .347 3.563


ANOVAb


1 Regression 692.426 2 346.213 27.267 .000a

Residual 1231.614 97 12.697

Total 1924.040 99



Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 2.847 1.931 1.474 .144

Total X1 .218 .061 .313 3.575 .001

Total X2 .294 .063 .409 4.673 .000


147

2. (X1,X2,Y1 = Y2) T – Test

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .740a .548 .534 4.689


ANOVAb


1 Regression 2561.536 3 853.845 38.842 .000a

Residual 2110.304 96 21.982

Total 4671.840 99



Coefficientsa

Model


Standardized

Coefficients


1 (Constant) 8.823 2.570 3.434 .001

Total X1 -.285 .085 -.263 -3.345 .001

Total X2 .789 .091 .705 8.621 .000

Total Y1 .277 .134 .178 2.075 .041


Documents

THE INFLUENCE OF PRODUCT INNOVATION AND …repository.uinjkt.ac.id/dspace/bitstream/123456789... · konsumen sepatu converse. Penelitian ini menggunakan 100 responden dan keseluruhan