THE INFLUENCE OF PROMOTION AND AFTER-SALES

SERVICE, TOWARD CUSTOMER SATISFACTION THAT

IMPACT RE-PURCHASE INTENTION OF HONDA

MOTORCYLCE

(case study on PAMULANG society)

By:

Erbby Danastian

111008110021

DEPARTMENT OF MANAGEMENT INTERNATIONAL CLASS

PROGRAM FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC

UNIVERSITY JAKARTA

1438 AH/ 2016 AD

THE INFLUENCE OF PROMOTION AND AFTER-SALES SERVICE,

TOWARD CUSTOMER SATISFACTION THAT IMPACT RE-PIRCHASE

INTENTION OF HONDA MOTORCYCLE ( Case Study on Pamulang

Society)

Undergraduate Thesis

Submitted to Faculty of Economics and Business

In Partial Requirements

For Acquiring the Bachelor degree of Economics

By:

Erbby Danastian

1110081100021

UnDerd Supervision of

Supervisor

MANAGEMENT DEPARTEMENT

INTERNATIONAL CLASS PROGRAM

THE FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1437 H/2017

6

CURRICULUM VITAE

CONTACT INFORMATION

Name : Erbby Danastian

Home Address : JL. Swadaya IV RT 007/005 Pondok Benda Pamulang

Cell Phone : 0812 5459 5911

Email Address : dianardierbby@yahoo.com

PERSONAL INFORMATION

Place/ Date of Birth : Jakarta, January 6th, 1993

Citizenship : Indonesia

Sex : Male

Religion : islam

EDUCATION

1998 – 1999 : Tk Atikan

1999 – 2004 : SDN 3 Purwodadi

2004 – 2007 : SMP Hang Tuah 2 Jakarta

2007 – 2010 : SMAN 8 Tangerang Selatan

2010 – 2017 : UIN Syarif Hidayatullah Jakarta

ORGANIZATIONAL EXPERIENCE

2010-2014 : Consultant Performance in Basiru of Shuffle

7

ABSTRACT

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

after-sales services, toward customer satisfaction that impact re-purchase

intention Honda motorcycle. The data that have been used for this research are

primary data and it has been collected from 100 respondents who have been using

Honda motorcycle. The technique sampling used in this research is convenience

sampling with users spread to 100 respondent of Honda motorcycle in pamulang

society. The method of this research is path analysis. (1) promotion significantly

influence on customer satisfaction directly (2)after-sales services significantly

influence on customer satisfaction directly (3) promotion significantly influence

on re-purchase intention directly (4) after-sales service significantly influence on

re-purchase intention directly (5) customer satisfaction significantly influence on

re-purchase intention directly. Based on the result of F test variable promotion,

after-sales service, customer satisfaction have significant influence

simultaneously on purchase re-purchase intention. The most dominant variable is

the variable promotion where t test is the highest among other variable.

Keyword: Promotion, After-sales Service, Customer Satisfaction, Re-purchase

Intention

8

ABSTRAK

Tujuan dari penelitian ini untuk menganalisi pengaruh promosi dan

layanan purna jual terhadap kepuasan pelanggan dan dampaknya terhadap niat

pembelian ulang pada sepeda motor Honda. Jenis penelitian ini adalah data

primer dengan cara sampling pengguna sepeda motor Honda di Pamulang. Data

di kumpulkan dengan menggunakan convenience sampling dengan menyebar

hingga 100 responden pengguna sepeda motor Honda di pamulang. Metode

penelitian ini adalah analisi jalur. Hasil penelitian menunjukan bahwa: (1)

promosi berpengaruh secara signifikan terhadap kepuasan pelanggan (2) layanan

purna jual berpengaruh secara signifikan terhadap kepuasan pelanggan (3)

promosi berpengaruh secara signifikan terhadap niat pembelian ulang (4)

layanan purna jual berpengaruh secara langsung terhadap niat pembelian ulang

(5) kepuasan pelanggan berpengaruh secara langsung terhadap niat pembelian

ulang. Berdasarkan hasil uji F variable promosi, layanan purna jual, kepuasan

pelanggan berpengaruh secara simultan pada niat pembelian ulang. Varable

yang paling dominan adalah variable promosi dimana hasil uji t teringgi diantara

variabel lainnya.

Kata kunci: promosi, layanan purna jual, kepuasan pelanggan, niat pembelian

ulang

9

FOREWORD

Assalamualaikum Wr. Wb

Alhamdulillahhirabil alamin, I would say 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 I can complete this thesis to attain a Bachelor of Economy

Degree in UIN Syarid Hidayatullah Jakarta.

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

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

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

and faculty supervisor. I say thanks to the people who have helped me in the

preparation of thesis :

1. God almighty Allah SWT because without his guidance, I will be nothing

and misguided.

2. Thank you so much to my mother mulyati, my father pardi and my

brothers Rifky Deby and Bregas Abinara that always give me support and

prayers that never stop during this time. Thanks for remind me, helping

me, caring me, and teach me how to patient. Without prayers and support

you are, I was nothing in this world. Thanks for everything. I always love

you all.

3. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics

and Business of UIN Syarif Hidayatullah Jakarta.

4. Mr. Ade Suherlan, SE, MBA. as my supervisor, thank you so much for

your recommendation, advice, time, and knowledge during guiding to

finish my thesis.

5. All the Lecturers and Employees of Faculty Economics and Business UIN

Syarif Hidayatullah Jakarta to teach me all of subjet about economy and

business.

10

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

who always helps me to provide me all the procedures I need in making

this thesis

7. My best friend Mr. Dio Putra Wibowo, Mr. Indra laidin and Mr. Matius

Dwi thanks for your big support.

8. Adit, Afif, Aisya, Ali, Andro, Annisa, Aufa, Diena, Elfa, Futri,Ghilman,

Monica, Rahim, Rizma, Satriya, Sayyid, Sutan, Yuda as my friends in

Management International Program 2010. I will missed every we spent

together and I will missed you guys. We can achieve our dreams and our

friendship will continue forever.

9. Thanks to Ms. Niwiarti for always give me an advice and support to finish

my thesis.

10. Special thanks to Ms. Fildzah. You are one of the reasons and

encouragement for me to finish this thesis because you are so special and

will always be a very special person for me.

11. Thanks to Anita rahma, Raninta Cahyaanisa, Adhitya Ramadhan and

Himam Addaelami for the lesson of life, experience, adventure, friendship

and fraternity.

12. Thanks to Ali Akbar , Rahim Tampubolon, Aditya Darmawan, Aditya

Yuda, Aldi Anugerah, Fajar Sugiarto, Hariandsyah aji and Rizqo

Yanuananda who always helped me when i found the difficulties in my

research

13. Basis Bank Mini thanks for every moment you given to me guys, I will

never forget every joke we have. Success for all of you guys.

14. Senior and Junior of International Program that I have missed the moment

when we were spent together and all the memories ever undertaken when

it became a class mate.

15. Thanks to everyone that I didn’t mention above, who included during

finish my thesis

11

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

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

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

worthwhile for all of us. Amin

Jakarta, May 2017

Erbby Danastian

12

LIST OF CONTAINS

COVER

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

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. ii

STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .................. iii

CURICULUM VITAE .................................................................................. iv

ABSTRACT .................................................................................................... v

ABSTRAK ..................................................................................................... vi

FOREWORD ................................................................................................. vii

CONTENT ..................................................................................................... x

LIST OF TABLE .......................................................................................... xii

LIST OF FIGURE ........................................................................................ xiv

CHAPTER I INTRODUCTION

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

B. Problem Formulation ......................................................... 11

C. Objectives and Benefit Research ...................................... 12

1. Research Objectives .................................................... 12

2. Research Benefit ......................................................... 13

CHAPTER II LITERATUR REVIEW

A. Theory Development .......................................................... 14

1. Promotion ..................................................................... 14

2. After-Sales Service ...................................................... 17

3. Customer Satisfaction ................................................. 19

4. Re-purchase Intention ................................................. 24

B. Conceptual Framework ..................................................... 26

C. Hypothesis ......................................................................... 28

D. Previous Research ............................................................. 30

E. Relationship Between Variable .......................................... 32

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CHAPTER III RESEARCH METHODOLOGY

A. Scope Of Research ............................................................ 36

B. Determine of Sample Method ........................................... 36

1. Population ................................................................... 37

2. Sampling Technique .................................................... 38

C. Data Collection Methods ................................................... 38

1. Types of Data .............................................................. 38

D. Data Analysis Methods ..................................................... 41

1. Descriptive Analysis ................................................... 44

2. The Coefficient of Correlation .................................... 45

3. The Coefficient of Determination ............................... 45

4. Simultaneous Test (F test) ............................................ 46

5. Partial Test (t test) ....................................................... 46

E. Operational Variable ......................................................... 47

CHAPTER IV FINDING AND ANALYSIS

A. Overview Research Object ................................................ 50

B. Chacaracteristic Of Profile respondent ............................. 53

C. Descriptive Analysis ......................................................... 57

D. Intstrumet Test Result ........................................................ 62

E. Sobel test ............................................................................ 79

CHAPTER V CONCLUSION AND SUGGESTIONS

A. Conclusions ....................................................................... 82

B. Suggestions ....................................................................... 83

REFERENCES .............................................................................................. 84

14

CHAPTER I

INTRODUCTION

A. Research Background

The developments in world trade are increased rapidly. That is why

the competition in world trade becomes very tight, and every company

always growing and also trying to win the competition in the trade sector.

Beside trying to get profit, the company is also trying to survive and do

not undergo bankruptcy. Mature thinking and innovation is crucial for a

company to continue to compete and survive among other companies.

Innovation and creativity is the cornerstone of the survival of a company,

because with always creative in innovating it will have a positive impact

for the company. With that way, the company will get the attention of

consumers. it is in line with what is expressed by Kotler (2002:34) which

states that the increasing competition of each company should have to win

the competition by displaying the best products that can make consumers

feel satisfy.

Globalization is also one of the factors that make trade competition is

becoming very tight, because with globalization every company become

more flexible for creativity and innovation. Globalization makes the world

seemed limitless, so companies can reach every corner of the world with

ease. Moreover, globalization also creates a new system that is free trade

to enhancement product. With a system of free trade, every company can

develop freely and without limit. However, each company must be smarter

15

in making the strategy to make consumers feel interest, due to the free

trade system of the company is not only competing with regional and

national scale, but the scale of trade competition also increased to

competition on an international scale. If a company posses a good trading

strategy and can win the trade on an international scale, the company will

get a huge profit and has a very good reputation. The strategy is the most

important factor for a company in order to win the competition on an

international scale is trade marketing. Rangkuti (2009: 38) said Marketing

is the process of planning and running concept, price, promotion and

distribution of goods and services to create exchanges that can satisfy

individual and organizational goals. With an extensive marketing network,

then automatically the greater the company's revenue, which is why

marketing is very important factors and most influential in the survival of

a company.

One interesting listening trade competition today is trade competition

in the automotive industry sector. Developments in the automotive world

is very fast, so that the company engaged in the automotive industry sector

is required to always quick in making a breakthrough and innovation. This

was done so that the company is not left behind by the other company is

also engaged in the automotive industry sector. The companies that

engaged in the automotive industry sector are also quite a lot, so as to

create an intense competition in the automotive industry sector. To win the

competition in the automotive sector, a company must be able to form a

16

perception to the consumer that the goods offered by the company is the

best stuff. This is in accordance with what is expressed by Machfoedz

(2005: 41) that perception is the process of selecting, preparing, and

interpretation of information to get a sense. If the consumer has a good

perception of an automotive company, the consumer eating will make the

company as the top choice in the search for something related to

automotive. Conversely, if the consumer has had a bad perception of the

products of a company, then the consumer will be very reluctant to choose

a product from the company as a choice.

It is very powerful, because consumers who are in the automotive

segment are very large, especially in the motorcycle sector. Currently

motorcycle is not only as an item to be collected or a hobby, because at

this time with the passing of time and the times, the motorcycle became an

item that is a necessity. Certainly needs a lot of people so that the

consumer segmentation in the motorcycle sector is very large. Therefore

any company or motorcycle manufacturers are trying to better understand

the needs of consumers, in order not to lose competitiveness with the

company or other motorcycle manufacturers. In the motorcycle sector this

happens with very tight competition. There are many manufacturers of

motorcycles from different countries with different specifications and

characteristics. Of any motorcycle manufacturer has the characteristics and

uniqueness of each, besides any motorcycle manufacturer also offers

different advantages. It is a form of strategy of each motorcycle

17

manufacturers to attract consumers to buy a motorcycle that is offered.

The motor manufacturers are trying to meet the needs of consumers by

producing motorcycles are specified in accordance with the needs of

consumers, but consumers have different needs. Therefore motorcycle

manufacturers must know what is needed by consumers and study the

behavior of consumers as those expressed by Mangkunegara (2009:3)

stating that consumer behavior as the actions of individuals who are

directly involved in the business of acquiring and using goods economical

services including making process decisions that precede and determine

such actions. By knowing the wants, needs and behavior of consumers

who become the target market of motorcycle sales, motorcycle products of

the company will be the first choice for consumers assume that the product

is suitable products and the most efficient for them, because today's

consumers tend to prefer a product which is considered the most efficient

and appropriate to himself. In addition, the needs and desires of consumers

are factors that influence consumer decision making as expressed by

Amirullah (2002 : 61) which defines that the decision-making is a process

of assessment and selection of the various alternatives according to

specific interests by setting an option that is considered to be the most

profitable.

Motorcycle is favored by the people in Indonesia, and therefore

companies are engaged in the automotive field, especially companies that

manufacture the motorcycle assume that Indonesia is a potential market. It

18

is based on more increase motorcycle sales in Indonesia. Although car

sales in Indonesia is also quite high, but overall sales of every types of

motor vehicles in Indonesia is still dominated by a motorcycle which has

the highest number of sales in Indonesia each year. Besides the growth in

the number of motorcycle users in Indonesia is very fast and continues to

increase every year. Growth in the number of motorcycles in Indonesia

can be seen in the following table:

Table 1.1

Developments Number of Motor Vehicles in Indonesia

Years Car Bus Truck Motorcycle Total

2008 7,489,852 2,059,187 4,452,343 47,683,681 61,685,063

2009 7,910,407 2,160,973 4,452,343 52,767,093 67,336,644

2010 8,891,041 2,250,109 4,687,789 61,078,188 76,907,127

2011 9,548,866 2,254,406 4,958,738 68,839,341 85,601,351

2012 10,432,259 2,273,821 5,286,061 76,381,183 94,373,324

Source: www.bps.go.id (2012)

From the data above we can know that the motorcycle is a type of

vehicle that is most widely used by the people of Indonesia which

amounted to 76,381,183 units in 2012. This number increased by 10.96%

from the previous year in 2011 (www.bps.go. id 2012).

Because Indonesia is considered as a potential market for companies

engaged in the automotive field, especially companies that produce

19

motorcycles, many motorcycle manufacturers who offer their products in

Indonesia. Some motorcycle manufacturer that currently has control of the

market in Indonesia, among others, AHM (Honda), YIMM (Yamaha), SIS

(Suzuki), KMI (Kawasaki), and TVS. Here is a comparison of data

motorcycle sales in December 2013 and January 2014:

Figure 1.1

Motorcycle Sales in Indonesia from 2004 until 2014

From the above data we can see that the sales of motorcycle in

Indonesia is very high. Total sales of motorcycles in Indonesia from 2004

until 2014 amounted to 61,570,513 units. In 2004 motorcycles in

Indonesia sold 3,887,678 units. 2005 sold 5,074,186 units. Later in 2006,

sales of motorcycles in Indonesia amounted to 4,428,274 units. In 2007

motorcycle in Indonesia sold 4,688,269 units, in 2008 sold 6,215,830

units, in 2009 were sold 5,851,926 units, in 2010 sold 7,369,249 units, by

20

2011 sold 8,012,540 units, in 2012 sold 7064. 475 units, in 2013 sold

7,743,879 units, and in 2014 sales of motorcycles in Indonesia amounted

to 7,867,195 units. From these data we can also see that the biggest sales

occurred in 2011. The next year was not as large as the total sales in 2011,

but sales of motorcycle in Indonesia is quite high. And here is a data

details motorcycle sales in 2013 and 2014:

Table 1.2

Indonesia Motorcycle Sales in 2014 and 2015

Brand Total 2014 Total 2015

HONDA 5.051.100 4.453.888

KAWASAKI 160.371 115.008

SUZUKI 275.157 109.882

TVS 9.575 2.747

YAMAHA 2.371.082 1.798.630

Total 7.867.185 6.480.155

Source: http://autotekno.sindonews.com/ (January 16th 2016)

From the above data we can see that the total sales of motorcycles in

Indonesia in 2014 is as much as units 7.867.185 and in 2015 occurred

decreasing sales of 1.387.030 units, bringing the total motorcycle sales in

2015 is as much as 6.480.155 units. from these data we can also see that

the Honda was in the top spot with sales of 5.051.100 in 2014 and

4.453.888 in 2014. The second place is occupied by Yamaha with total

sales of 2.371.082 units in 2014 and 1.798.630 units in 2015. While

Suzuki was third with sales of 275.157 units in 2014 but decreasing in

sales 109.882 units in 2015. The fourth position is occupied by Kawasaki

with total sales of units 115.008 in 2014 but decreasing to 115.008 units in

21

2015. And the bottom is occupied by TVS with total sales of 9.575 units in

2014 and 2.747 units in 2015.

PT Astra Honda Motor (AHM) is the pioneer of the motorcycle

industry in Indonesia. Since it was founded on June 11, 1971 until now the

company has created a range of motorcycles under the brand Honda. No

wonder if Honda has become the "Top of Mind" in Indonesian society. For

promotional activities, PT Astra Honda Motor (AHM) on the theme "One

Heart" which has now become one of the company's slogan, as well as to

strengthen the corporate brand image campaign and also introduce more

corporate values reflected in the products and technologies. In addition,

the product quality is also one of the factors that are considered by

consumers before buying a product, for the quality of the product itself

Honda is known as efficient motors, engines stubborn and durable parts.

And for after-sales service, Honda is known to have pretty good service. It

can be seen from the many workshops AHASS is authorized workshops

owned by Honda. In addition to official workshops, Honda also known as

Parts are pretty easy to come by. Factors what makes AHM (Honda) can

be called as the best motorcycle manufacturers also have the highest total

motorcycle sales in Indonesia.

In Indonesia, the type of motorcycle that most enjoy doing is

motorcycle matic. Matic type motorcycle is considered more practical and

easier, so that sales of high-matic is as shown in the table following data:

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Table 1.3

Best Selling Motorcycle in Indonesia Dec 2015

No Brand and Type Unit

1 Honda BeAT Series 1.855.349

2 Honda Vario Series 1.277.024

3 Yamaha Mio Series 539.958

4 Honda Scoopy 350.925

5 Yamaha V-Ixion 251.937

6 Honda Supra X 173.487

7 Honda Revo 164.591

8 Yamaha Soul GT 156.045

9 Yamaha MX-King 124.451

10 Honda CB 150R StreetFire 91.823

Source: oto.detik.com (14 Dec 2015)

From these data we can conclude that the automatic motorcycle is a

type of motorcycle most sought by people in Indonesia. From these data

we can also see that the automatic motorcycle occupy the top 3 positions.

Honda BeAT series at the top with total sales 1.855.349 units, Honda

Vario series in second with total sales of 1.277.024 units then the third

place is occupied by a Yamaha Mio series with total sales 539.958 units.

This indicates that the motorcycle Honda BeAT series is the most

preferred and suitable to the community in Indonesia. The sales data also

indicate that motorcycle Honda BeAt series has very good quality so many

people in Indonesia who choose motorcycles Honda especially Honda

BeAT series.

23

Table 1.4

Best Selling Matic Motorcycle in Indonesia in 2014

No Brand and Type Unit

1 Honda BeAT Series 2.062.745

2 Honda Vario Series 1.454.914

3 Yamaha Mio Series 639.775

4 Yamaha V-Ixion 417.859

5 Honda Revo Series 324.343

6 Honda Scoopy 285.906

7 Yamaha Soul GT 229.722

8 Yamaha GT 125 227.037

9 Honda Supra X injeksi 222.497

10 Yamaha Jupiter MX 210.088

Source: oto.detik.com (1 Dec 2015)

From the above table we can see that the sales of motorcycles

matic type is very large. From the table, we can also see that Honda Beat

at the top with a total sales of 2.062.745 units, followed by Honda Vario

Series with 1.454.914 total sales of units and ranked third is occupied by

Yamaha Mio Series with total 639.775 sales of units. Shown in the table

that Honda and Yamaha dominate the motorcycle sales matic type.

Honda's success in selling the bike does not just happen. there are two

important factors that are key to the success of Honda in sales, especially

in selling Honda Beat. The first factor is promotion. Kotler and Armstrong

(2004:79) said Promotion is an activity that communicates product

advantages and persuade target customers to buy it. And honda doing

promotion with very well so that attract people to buy. The second factor is

24

product quality.. The second factor is After Sales Service. Based on Kotler

and Keller (2005:133), After Sales Service is to provide the best support,

the company provides after sales service such as warranty, repair service,

parts, and continued consultation. It is done by the Honda to provide

consumer convenience after making a purchase honda motorcycle and

aims to build consumer trust to the Honda motor.

Based on this background, this research seeks to know and analyze the

factors that influence the purchase decision on Honda motorcycles.

Therefore made research with title THE INFLUENCE OF

PROMOTION AND AFTER-SALES SERVICE, TOWARD

CUSTOMER SATISFACTION THAT IMPACT RE-PURCHASE

INTENTION OF HONDA MOTORCYCLE (case study on pamulang

society)

B. Problem Formulation

Problem formulations in this research are:

1. Does promotion have influence to customer satisfaction partially?

2. Does after-sales have influence to customer satisfaction partially?

3. Do promotion and after-sales service have effect customer

satisfaction simultaneously?

4. Does Promotion have influence to Re-purchase intention partially?

5. Does After-sales have influence to the repurchase intention

partially?

25

6. Does Customer satisfaction have influence to Re-purchase

intention partially?

7. Do Promotion, After-sales, and Customer satisfaction have

influence to Re-purchase intention simultaneously?

C. Objectives and Benefits of Research

1. Objectives Research

Purpose of the research are:

a. To analyze the influence of promotion on customer satisfaction .

b. To analyze the influence of after-sales services on customer

satisfaction.

c. To analyze the influence of promotion and after-sales on customer

satisfaction simultaneously.

d. To analyze then influence of promotion on re-purchase intention

partially.

e. To analyze the influence of after-sales service on re-purchase

intention partially.

f. To analyze the influence of customer satisfaction on re-purchase

intention partially.

g. To analyze the influence of promotion, after-sales, and customer

satisfaction on re-purchase intention simultaneously.

26

2. Benefit of Research

a. For The Company

Benefit for the company is as a material consideration in

determining the strategic decision-making and determine the

factors that most influence consumer repurchasing intention.

b. For The Researcher

To get more knowledge and experience in conducting research,

train the ability that have been learned in lecture or in class into

scientific forms and compare between the theory obtained by the

fact that happen in the field.

c. For The Reader

This study is expected to provide a reference for all students and

academics who want to study the problem related to marketing,

especially repurchasing. And as a work that can be used as a

discourse and library for students or academics who have in interest

examined in the same field.

27

CHAPTER II

LITERATURE REVIEW

A. Theory Development

1. Promotion

a. Definition of Promotion

According Swastha and Irawan (2001:349) promotion is one

element of the marketing mix which pursued the company through

advertising, sales promotion, personal selling, or publicity.

This is supported by the understanding and promotion by

Saladin Djaslim & Yevis Oesman (2002:123) said "Promotion is a

seller and buyer information communication that aims to change

the attitudes and behavior of buyers, who previously did not know

be familiar with so that buyers be given the product ".

Meanwhile, according Buchari Alma (2006:179) Promotion is

a kind of communication which gives explanations and convince

potential customers of the goods and services in order to gain

attention, educate, remind and reassure potential customers.

According to Kotler and Armstrong (2004:79) Promotion is an

activity that communicates product advantages and persuade target

customers to buy it. While Tandjung (2004:83) argues that the role

of the promotion is done to communicate and influence potential

customers in order to receive the products produced by the

28

company. Promotion is essentially an art of wooing customers and

prospective customers to buy more products company.

Babin (2011:27) states that the promotion of the

communication functions of the company responsible for informing

and persuading / invite buyers.

This is supported by Sunyoto (2013:19) who said that the

promotion is one of the variables in the marketing mix that is very

important carried out by the company in marketing the product.

While Alma (2005:110) says that the promotion is a type of

communication that gives a convincing explanation of prospective

consumers of goods and services. It aims to attention, educate,

remind and reassure potential customers.

b. Promotion Mix

Promotion is a means of communication and delivery of

messages is done either by companies or intermediaries with the

purpose of providing information about the product, price and

place. That information is inform, persuade, remind returned to the

consumer, the intermediary or a combination of both. In the

promotion, there are some elements that support the operations of a

campaign that is commonly called the promotion mix.

Marketing promotion mix is a particular mix of advertising,

personal selling, sales promotion, public relations, and direct

29

marketing tools used by the company to achieve the goals of

advertising and marketing (Kotler and Armstrong 2004:600)

The promotion mix according to Kotler et al (2009:23) are as

follows:

1) Advertising

Any paid form of non-personal presentation and

promotion of ideas, goods, or services by an identified sponsor.

Kotler et al (2009:529)

2) Public Relation

A variety of programs designed to promote or protect a

company’s image or its individual products. Kotler et al

(2009:529)

3) Direct Marketing

Use of mail, telephone, fax, email, or internet to

communicate directly with or solicit response or dialogue from

specific customers and prospect. Kotler et al(2009:529)

4) Sales Force

Face-to-face interaction with one or more prospective

purchasers for the purpose of making presentations, answering

questions, and procuring orders. Kotler et al (2009:529)

5) Sales Promotion

A variety of short-term incentive to encourage trial or

purchase of a product or service. Kotler et al (2009:529)

30

2. After Sales Service

a. Care and Services

Kotler (2005:213) describes the service as follows: "Service to

customers is one of the products or services of the company

strategy usually includes a variety of services, services that are part

of a small or large part of the whole product or service". Service

(Service) is an activity, benefit or usefulness that is offered for sale

to the buyer.

Moekijat (2000:493) explains that the services in marketing

management are activities, benefits or satisfactions are given for

sale (eg rebates, improvements).

Definition of services proposed by Stanton in Alma

(2007:243), "Service is something that can be separately identified

intangible, offered to meet the needs". Services can be produced by

using tangible objects or not.

Meanwhile, according Tjiptono (2008:6), "service is any action

or activity that can be offered by one party to another, which in

essence is intangible (not a physical shape) and does not generate

ownership of something". Production services can be associated

with the physical and non-physical products.

31

b. After-Sales Service

According to Kotler and Keller (2005:133) after-sales service

is to provide the best support, the company provides after-sales

service, most companies move through several stages.

According Tjiptono (2008:136), there are several alternative

strategies can companies do to reduce the chances of uncertainty is

the provision of after-sales service is the provision of guarantees to

reduce consumers' perception of the risk of purchasing, repair

services, and the provision of replacement parts.

According Tjiptono (2008:7) said that the more advanced the

technology of generic products, for example cars, machines,

photocopiers, computers then sales will depend on the quality and

provision of customer service that accompanies such a long space

(showroom), delivery facilities, repair and maintenance, application

support, operator training, consulting installation and

administration of warranty.

Based on Barata (2003:290), the provision of after-sales

service to customers is usually given as a responsibility of the seller

for the quality of the goods it sells. This service is given in the form

of warranty, replacement of damaged goods, maintenance and

supply of spare parts.

32

3. Customer Satisfaction

a. Definition Customer Satisfaction

Everyone knows what satisfaction is, until asked to give a definition.

Then seems nobody knows. In less technical terms we interpret this

definition to mean that satisfaction is the customer’s evaluation of a

product or service in terms of whether that product or service has met the

customer’s needs and expectations. Failure to meet needs and expectations

is assumed to result in dissatisfaction with the product or service.

(Zeithaml., et al 2006:110)

Customers have experience different levels of satisfaction or

dissatisfaction after they consume product or service which was suitable

with their expectation. Because satisfaction is the emotional condition,

reaction after bought something could be anger, dissatisfaction,

aggravation, neutrality, excitement, or enjoyment. (Lovelock and Wirght,

2005:102).

Customer satisfaction can be achieved only with giving high quality

service to the consumer. Good service and quality had been judged by

consumers directly from employee as a person who serve a service or also

called producer services. Because it takes some effort to improve service

quality system that had given to fulfill the desire and increasing customer

satisfaction. So, service quality was the first thing to measure

improvement customer loyalty to become something important that we

have to be considered by company in order to achieve customer

33

satisfaction.

According to Kotler et al (2009:136) satisfaction is a person’s feelings

of pleasure or disappointment resulting from comparing a products

perceived performance (out-come) in relation to his or her expectations. If

the performance falls short of expectations, the customer is satisfied. If the

performance exceeds expectations, the customer is highly satisfied or

delighted.

Service quality has a close relationship with customer satisfaction.

Quality gives a push to consumers for establish a strong relationship with

the company. In the long term, this relationship enable companies to

understand consumer expectations and needs carefully. Thus, companies

can increasing customer satisfaction and at the end its satisfaction can

create loyalty or customer loyalty.

In order to get customer satisfaction, companies can give an excellent

service quality. Because that things can fulfill the consumer needs and

expectations. Satisfaction is the fulfill response of customer about the

service and product. It is also a finding about the product and service

feature or the product and services itself; satisfaction is conceptualized as

an overall, customer attitude towards a service provider. Thakur and Singh

(2012)

From the definition above customer satisfaction that have been

explained by expert, the author can make conclusion that customer

satisfaction is the expectation based on what customer perceives.

34

b. Factor of Customer Satisfaction

According to Rangkuti (2003:30) customer satisfaction defined as the

response of consumer to mismatch between previous importance level and

the actual performance after used. The factors that affect customer

satisfaction as follows :

a. Customer value, namely :

1) Accept customer complaint.

2) Responses customer complaint.

3) Have many types of services.

4) Give a good information to customer.

b. Customer Response, namely :

1) Keep loyal for a long time.

2) Buy more when company introduce new product and renew

existing product.

3) Talk a good thing about the company product.

4) Give a little attention to brand and advertising competitor.

5) Offering the service or product ideas to company.

c. Customer perception, namely :

1) Customer feel satisfied with process and services provided.

2) Customers feel safe and comfortable when have a deal to company.

3) Give a advice to customer complaint either through the suggestion

box or e-mail.

35

c. Method of measuring Customer Satisfaction

Kotler and Amstrong (2003:148) discuss several methods to measure

customer satisfaction, which are :

a. Complaint and Suggestion system

Each customer oriented service organization should provide the

widest opportunity to its customers to submit suggestion, criticism,

opinions, and their complaints. Information obtained through this

method can provide new ideas and input are valuable to the company

making it possible to react quickly and respond in overcome the

problems that arise.

b. Customer satisfaction survey

Like in this research, company can do a survey to measure customer

satisfaction using such as questioner or by phone calls to a random

sample of their customers. Through the survey, companies will get

responses and feedback directly from customers and give a positive

sign that companies pay attention to them. Customer satisfaction survey

is divided into four categories, which are :

1) Directly report satisfaction

The respondents are being asked directly with question in order to

know if they are very satisfied, satisfied, neutral, dissatisfied, or

very dissatisfied. This survey is to used to collect the customer

opinion and needs which can give the result called the customer

36

satisfaction index. This customer satisfaction index’s the standard

of company needs to maintain.

2) Derived dissatisfaction

The question that being asked included two aspect, how high is the

customer expectation in the certain attribute, and how high is the

performance that customer’s feel of this attribute.

3) Problem analysis

The respondents are being asked to describe two things; the

problem which related with the company offer and suggestion for

improvement.

4) Importance performance analysis

The respondents are asked to rate the services according to the

customer importance and company performance in each attributes.

c. Ghost shopping

This method use a person to pose as potential buyer to report their

findings on strong and weakness points when experience buying the

company’s and competitor’s product. Ghost shoppers also can observe

how the company and its competitors in serving customer demands,

answering customer question, and solve any problems or customer

complaints.

37

d. Lost customer analysis

The company contact customers who have stopped buying or

switched to another supplier to learn why this condition happened and

in order to understand and take the police to further improve or refine.

e. Some caution in measuring customer satisfaction

The company must make a well-structured questionnaire;

otherwise the customer would face a huge questionnaire. The company

must also be able to recognize that two customers can report being

highly satisfied for two reasons. One person maybe easily satisfied

most of the time, and the other one might be hard to please but was

pleased on this occasion.

4. Repurchase Intention

Repurchase intention is defined by Hellier, Geursen, Carr, and

Rickard in Chinomona and Dubihlela (2014: 25) as the individual’s

decision about repeatedly buying the product/service from the same

company, taking into account his/her current situation and

circumstances. First-time purchase is often used as a predictive

measure of repurchase behavior. The decision to repurchase represents

the customer’s decision to engage in continuous consumption of the

product. Consumer buying behaviour can be understood in two stages,

thus encouraging people to purchase and enhancing them to

repurchase (Zhang, Fang, Wei, Ramsey, McCole and Chen in

Chinomona and Dubihlela, 2014: 25).

38

According to Ferdinand in Saidani and Arifin (2012: 7)

repurchase intention can be identified through several indicators, as

follows:

a. Transactional interest

Is tendency of someone to always repurchase the product that has

been consumed.

b. Referential interest

Is tendency of someone to reference the product that has been

bought in order to be purchased by the others, with reference to his

or her personal experience.

c. Preferential interest

Is the interest that depicts the behavior of someone which always

has the main preference on the product that has been consumed.

This preference can only be changed if something happens to its

preference product.

d. Explorative interest

This interest depicts the behavior of someone that always finds the

information regarding the product which is interesting for him or

her and finding the information to support the positive natures of

the product.

39

B. 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.

In this conceptual framework, there are two variables exogenous such

as service quality and promotion. Two variables endogenous such as purchase

intention and customer decision. The purpose of this research is to analyze the

influence of Promotion and After-sales services toward Customer satisfaction

that impacts on Repurchase intention of Honda Motorcycle.

40

Here for the picture of conceptual framework:

Figure 2.1

Conceptual Framework

After-sales Service

X2

Promotion

X1

Customer

Satisfaction

Y1

Re-purchase

Intention

Y2

Data Test:

1. Validity test

2. Reability Test

Analisis Jalur (Path Analysis)

1. Persamaan Analisis Jalur Struktur 1

2. Persamaan Analisis Jalur Struktur 2

3. Pengujian Hipotesis (Uji F dan Uji t)

4. Sobel Test

Conclusion and Suggestion

41

C. Hypothesis

According Malhotra (2009:78), 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.

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

the research formulation problems. The author has generated hypotheses

associated with the model. These hypotheses focus on the relationship

among promotion, product quality, after sales service, and repurchase

intention. The hypotheses are as follows :

1. The Relationship between Promotion and Customer

Satisfaction

Thus the Hypothesis can be drawn as follows:

Ho1 : Promotion Doesn’t have influence on repurchase intention

Ha1 : Promotion has influence on repurchase intention

2. The Relationship between After-sales Services and

Customers satisfaction

Thus the Hypothesis can be drawn as follows:

Ho2 : After sales Doesn’t have influence on Customers

Satisfaction

Ha2 : After-sales service has influence on Customers

satisfaction

42

3. The Relationship between Promotion and After-Sales

Service Towards Repurchase Intention

Thus the Hypothesis can be drawn as follows:

Ho3 : Promotion and After-sales service Doesn’t have influence

on Customers Satisfaction

Ha3 : Promotion and After-sales service has influence on

Customers Satisfaction

4. The Relationship between Promotion and Customer

Satisfaction

Thus the Hypothesis can be drawn as follows:

Ho4 : Promotion Doesn’t have influence on Customers

Satisfaction

Ha4 : Promotion Has influence on Customers Satisfaction

5. Relationship between After-Sales and Repurchase Intention

Thus the Hypothesis can be drawn as follows:

Ho5 : Promotion and After-sales service Doesn’t have influence

on Repurchase Intention

Ha5 : Promotion and After-sales service has influence on

Repurchase intention

6. Relationship Between Customer satisfaction and

repurchase intention

Thus the Hypothesis can be drawn as follows:

43

Ho6 : Customers satisfaction Doesn’t have influence on

Repurchase Intention

Ha6 : Customers satisfaction has influence on Repurchase

intention

7. Relationship between Promotion, After-sales, and

Customers Satisfaction towards Repurchase Intention

Thus Hypothesis can be drawn as follows

Ho7 : Promotion, After-sales, and Customers Satisfaction

Doesn’t have influence on Repurchase Intention

Ha7 : Promotion, After-sales, and Customers Satisfaction has

influence on Repurchase intention

D. Previous Research

No Author Title Research Method

Result equation difference

1.

Keum

Chung

and

Myung

-moo

(2003)

A Study

Influenci

ng

Factors

for

Repurch

ase

Intention

in

internet

Shoppin

g Mall.

There are

Promotion

variable and

customer service

Variable.

There is no

variable Re-

purchase

Intention.

Perceived consumer

risk shows a negative

relationship with the

repurchase intention,

and all the other

variables – product

perceptions, customer

service, perceived

ease of use, site

image, promotion,

communications

environments are

positively related with

44

the repurchase

intention. Also, the

overall satisfaction

level of customers for

the Internet shopping

malls positively

influences repurchase

intention

2.

Vina

Herawa

ti

(2011)

Pengaru

h

persepsi

kualitas

produk

terhadap

niat

pembelia

n ulang

pada

private

label

“Carrefo

ur” di

carrfour

melalui

kepuasan

konsume

n sebagai

variable

mediasi.

There is Re-

purchase

Intention variable

and customer

satisfaction

variable.

Using path

analysis as the

model.

There is no after-

sales service

variable and

promotion

variable.

The sampling

technique use in

this study is

purposive

sampling .

The First hypothesis

which states that

perception of product

quality affect the

repeat purchase

intentions accepted.

Perception of product

quality positive effect

on customer

satisfaction in private

label “carrefour” in

carrefour.

The second hypothesis

which states that

affect the perception

of product quality to

customer satisfaction

received. Customer

Satisfaction effect on

Repeat Purchase

Intentions in Private

Label "Carrefour" in

Carrefour.

The third hypothesis

which states that the

effect on the customer

satisfaction to Repeat

Purchase Intentions

accepted. Perceptions

of Product Quality

effect on Repeat

Purchase Intentions

through Customer

Satisfaction as a

45

E. Relationship Between Variable

1. Promotion And Customer Satisfaction

According to Kotler and Armstrong (2004:79)

Promotion is an activity that communicates product

advantages and persuade target customers to buy it. While

Tandjung (2004:83) argues that the role of the promotion is

done to communicate and influence potential customers in

order to receive the products produced by the company.

Promotion is essentially an art of wooing customers and

prospective customers to buy more products company.

mediating variable.

the fourth hypothesis

which states that

Perception of Product

Quality influence on

Purchase Intentions

3.

Alireza

Fazlzad

eh,

Fateme

h

Bagher

zadeh

and

Pegah

Moham

adi

(2001)

How

after-

sales

service

quality

dimensio

ns affect

customer

satisfacti

on

There is after-

sales service and

customer

satisfaction

variable

Using path

analysis as the

model

There is no

promotion and

re-purchase

intention variable

Software used in

this research was

“Amos 18”

After-sales service

quality, affect

satisfaction, which in

turn affects

behavioral intentions

46

Khan et. Al (2012) describes promotion as a different

form of activities to attract and get customer attention to

buy the product or services through personal selling, public

relations, sales promotion and advertising. Promotion of

product or services helps in the best way to build

relationships with customers, because everyone is looking

for the best deal for them. The result of research khan et al,

(2012) gives a positive result between promotion and

customer satisfaction. So, higher promotion is be excepted

to give a positive impact on customer satisfaction.

2. After-sales Service and Customer Satisfaction

After sales service has been directly linked to customer

satisfaction by a number of researchers (Bitner 1990;

Bolton & Drew 1991). (McDougall & Levesque 1994;

Cronin et al. 2000) have also established perceived service

value as a fundamental predictor of customer satisfaction

for a company. They noted that customer satisfaction can

be increased in two ways. The company may either try to

set low customer expectations for service so that the

delivered service quality meets these low expectations

easily. Alternatively, the company may improve its service

quality and customers’ perception of the same so that

customers’ expectation level can be met. (Bhave 2002)

47

stated in this regard that a satisfied customer is a valuable

asset to a company and directly works as a reliable and

credible advertisement. For this, it is important that

customers are able to experience quality service

conveniently.

(Ko & Pastore 2005) have noted that for a service to be

convenient, it must be an appropriate service and must be

provided at a time most convenient for the customer. Good

after sales service has been known to result in lasting

relationships with customers who came back many times

and are usually the most profitable ones for a company

(Cohen et al. 2006; Alexander et al. 2002).

3. Customer Satisfaction and Repurchase Intention

Mittal and Kamakura (2001) stated that the satisfaction

repurchase relationship can display variability due to three

main reasons. The first includes satisfaction thresholds,

which consist of satisfied consumers who have different

levels of repurchase due to their different characteristics.

The second includes response bias, which means that

ratings obtained from the survey may not represent a true

picture due to the different characteristics of consumers.

The third includes nonlinearity, which means that the

satisfaction-repurchase function may be nonlinear and vary

48

for different consumers. In contrast, Olsen (2002) stated

that despite the common view that satisfaction is linked to

repurchase, few empirical studies can be found that relate

satisfaction to actual repurchase behavior. Kamakura

(2001) indicated that establishing a direct link between

repurchase and satisfaction ratings has not been easy for

many organizations. In addition, the satisfaction-repurchase

relationship can be affected by consumers’ characteristics.

Despite the identical ratings on satisfaction, a significant

difference was observed in repurchase behavior, which was

attributed to differences in consumer age, education, marital

status, sex, and area of residency (Mittal and Kamakura

2001).

49

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This research aims to test hypothesis about variable promotion, after-

sales service, customer satisfaction and re-purchase intention of Honda

motorcycle. Scope of research for this studies are follows:

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

and after-sales services toward customer satisfaction that impact re-

purchase intention

2. The location and the object to be examined are the users of Honda

motorcycle in pamulang society

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

endogenous variable. Exogenous variable in this research is promotion

(X1) and after-sales services (X2). Endogeneous variable int this research

is customer satisfaction (Y1) and Re-purchase intention (Y2).

B. Determine of Sample Method

1. Population

Malhotra (2009:369) defines population as the aggregate of all

elements, sharing some common set of characteristics that comprises

the universe for the purpose of the marketing research problem.

Population is the generalization, which consists of object and subject of

a certain quantity and characteristics applied by researchers to learn and

then drawn the conclusion (Sugiyono, 2008:57). In this research the

50

population is defined as the consumers of Honda in Pamulang society

that will be used for research.

2. Sampling Technique

According to Sugiyono (2009:116) sample is a part of total number

and characteristic that owned by its population. According to Malhotra

(2004:314) sample is a subgroup of the elements of the population selected

for participation in the study. Element is the object about which or from

which the information is desired (Malhotra, 2004:315).

The sample technique will be used is convenience sampling.

According to Malhotra (2004:321) convenience sampling is a non

probability 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 according to

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,

Elementary/Junior/High School, etc.) must be a minimum number of

sub until 30.

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

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

variables to be analyzed.

51

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

between 10-20 elements.

C. Data Collection Methods

Types of data used by the researcher in this research are primary and

secondary data

primary data according to According to Cooper and Schindler (2006:89),

primary data is the data the researcher collects to address the specific

problem at hand the research question. In this research, primary data used

is distributing questionnaires to the respondents. Primary data are original

data collected by researchers to answer research specifically (Istijanto,

2009:44).

Secondary data is the data that are indirectly obtained from the

research. According to Cooper and Schindler (2006:89), secondary data is

the result of studies done by others and for different purpose than the one

for which the data are being reviewed According to Istijanto (2009:38)

secondary data is the data that has been collected by others not by their

own researchers to other purpose. Secondary data in this research were

obtained from other parties relating to the issues, such as library research,

the researcher collecting the data and required information by

readingliterature, books, articles, scientific journals, data from the internet,

magazines and a thesis or a previous thesis.

52

a. Questionnaire (Primary Data)

Questioner is a formalized set of questions for

obtaininginformation for respondents. It has three specific objectives

(Malhotra,2009:330). In the primary data collection with

questionnaires, researcher used a closed-ended question which is the

form of a question with a range of alternative options or answers to the

respondent to know the characteristics of the respondents

(Malhotra,2009:124). To gauge the level of interest in the elements of

celebrity endorser, brand image, and purchase decision this research

using Likert scale.

Likert scale used to measure attitudes, opinions and the perception

of a person or group of people about social phenomena (Riduwan

2008:20). By using a Likert scale, the variables to be measured

translated into sub variables then translated again into sub variables

indicators that can be measured. Measurement scale used is the Likert

scale with the following criteria:

53

Table 3.1

Likert Scale

Likert Scale Score

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

1

2

3

4

5

Source: Naresh K. Malhotra, marketing research an applied orientation,

Pearson;Prentice Hall, 2004, p. 256

Likert scale ordinal because the statement is said to have Strongly

Agree levels or preferences are "higher" than Agree, and Agree "higher

of Hesitates (Ghozali, 2012:47).

2. Literature Study (Secondary Data)

A secondary data collection technique is the study of literature,which

is studying how factors that affect consumer preferences for products in

various literature, including search data from Internet sites (electronic

library) and books relating to completed research data. Malhotra

(2009:124) defines secondary data is data that refer to external sources. In

the support the data obtained from books, journals, research reports,

theses, internet and other media information.

54

D. Data Analysis Method

1. Descriptive Analysis

According to Istijanto (2009) 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 comprehend in the form of short time.

The descriptive analysis used to explain general description about the

respondent. This way is done by distributing the 100 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.

According to Ghozali (2005:45) the validity of this research is used to

measure the legality of a questionnaire. Test validity used to measure the

legal valid or un-valid of a questionnaire. In order to determine whether an

items that are to be used or not, usually done on the significance

correlation coefficients test on minimum correlation 0.30, means that an

item is considered valid if the total score is greater that 0.30 (Priyatno,

2010:90)

55

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.

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 :

56

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.

Figure 3.1

Path Analysis

ρX1Y2 ɛ1 ɛ2

ρX1Y1

RX1X2 ρY1Y2

ρX2Y1

ρX2Y2

Source: Primary data Processed 2014

Promotion

(X1)

Re-purchase

intention

(Y2)

Customer

Satisfaction (Y1)

After-sales

services (X2)

(X2)

57

Y1 = ρx1y1X1 + ρx2y1X2 + ρy1ɛ1y1

Y2 = ρx1y2X1 + ρx2y2X2 +ρy1y2Y1 + ρɛ1ɛ2

Description : (a) X1 = Promotion

(b) X2 = After-sales Services

(c) Y1 = Customer Satisfaction

(d) Y2 = Re-purchase intention

(e) ɛ1 = Error 1

(f) ɛ2 = Error 2

5. The Coefficient 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 – 0.5 Weak

>0.5 – 0.75 Strong

>0.75 -1 Very Strong

6. The Coefficient of Determination

58

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 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. Simultaneous Test (F test)

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

59

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 T test 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

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

60

exogenous variable doesn’t have significant influence to

endogenous variable partially.

E. 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 :

Table 3.2

Operational Variable

No. Variable Sub Variable Indicator Scale

1. Promotion

(X1)

Kotler et al

(2009:23)

1) Advertising • Media campaign Likert

2) Public relation • Publication through

articles

3) Direct marketing • Direct selling

through

demonstration

4) Sales force • Skills of sales force

5) Sales promotion • Persuade people of

offering something

2. After-Sales

Services (X2)

Barata

(2003:290)

1) Warranty • Provide Warranty

replacement of

goods damaged

Likert

2) maintenance • Ease of getting a

motorcycle

maintenance

services

• Good handling

consumer

complaints

3) Provision of • Providing a

61

No. Variable Sub Variable Indicator Scale

Spare parts complete spare

parts

• Motorcycle parts

easily obtained

3. Customer

Satisfaction

(Y1)

Rangkuti

(2003:30)

1) Customer Value • Accept customer

complaint

• Response

customer

complaint

• Have many types

of services

• Give a good

information to

customer

Likert

2) Customer

Responses

• Keep loyal for a

long time

• Buy more when

company

introduce new

product and renew

existing product

• Talk a good thing

about the

company product

• Give a little

attention to brand

and advertising

competitor

• Offering the

services or

product ideas to

company

3) Customer

perception

• Customer feel

satisfied with

process and

services provided

62

No. Variable Sub Variable Indicator Scale

• Customers feel

safe and

comfortable when

have a deal to

company

• Give advice to

customers

complaint either

through the

suggestion box or

e-mail

4. Repurchase

Intention (Y2)

Ferdinand in

Saidani and

Arifin (2012:7)

1) Transactional

interest

• Willingness of

customers to

repurchase the

products

Likert

2) Referential

interest

• Giving the

information about

products to the

others

3) Preferential

interest

• The products have

become the main

preference

4) Explorative

interest

• The interest of

finding product

information

63

CHAPTER IV

FINDING AND ANALYSIS

A. General Description of Research Object

1. History of Astra Honda Motor

PT Astra Honda Motor (AHM) is the pioneer of the motorcycle

industry in Indonesia. Established on June 11, 1971 with the initial

name of PT Federal Motor. At that time, PT Federal Motor only

assemble, whereas components imported from Japan in the form of

CKD (completely knocked down).

Type the first motorcycle manufactured Honda is the type of

business. Total production in the first year for one year only 1500 units,

but jumped to about 30 thousand in the year and continues to grow

today. Motorcycles continued to grow and become one of the mainstay

mode of transportation in Indonesia.

The government policy in terms of localization of automotive

components encourages PT Federal Motor manufacture various

components for Honda motorcycles in 2001 in the country through a

number of subsidiaries, including PT Honda Federal (1974), which

produce the basic components for Honda motorcycles such as the

frame, wheels, exhaust and etc., PT Showa Manufacturing Indonesia

(1979), which is specialized in producing shock absorbers, PT Astra

Honda engine Manufacturing (1984) which produces motorcycle engine

64

and PT Federal Izumi Mfg. (1990) which specialized in producing

piston.

Along with the development of economic conditions and the

growth of the motorcycle market changes in ownership composition

motorcycle manufacturer Honda. In 2001 PT Federal Motor and several

subsidiaries merged into one under the name of PT Astra Honda Motor,

the composition of its ownership to 50% owned by PT Astra

International Tbk and 50% owned by Honda Motor Co. Japan.

Currently, PT Astra Honda Motor has four assembly plant facility,

the first plant is located Sunter, North Jakarta which also serves as the

headquarters. Plant two located in Pegangsaan Dua, Kelapa Gading.

Plant 3 is located in the MM 2100 West Cikarang, Bekasi. Plant 4 is

located in Karawang. Plant 4 is the latest assembly plant facility has

been operating since 2014.

Overall this facility with PT Astra Honda Motor currently has a

production capacity of 5.3 million units of motorcycles per year, to

request the motorcycle market in Indonesia continues to increase. One

of the highlight accomplishments that were achieved by PT Astra

Honda Motor is the achievement of production to 40 million in 2013.

This achievement is a feat first achieved by the motorcycle industry in

Indonesia, even to the level of ASEAN.

To support the needs and customer satisfaction of Honda

motorcycles, PT Astra Honda Motor is supported by 1,800 sales

65

showroom, 3,600 service or repair shop AHASS (Astra Honda

Authorized Service Station), and 7,550 stores of spare parts, which are

ready to serve millions of the use of motorcycles Honda in Indonesia.

The motorcycle industry today is a huge industry in Indonesia.

Employees of PT Astra Honda Motor alone now number around 20,000

people, plus hundreds of vendors and suppliers as well as thousands of

other networks, all of which provide economic impacts remarkable

chain.

ba Vision and Mission of the company

Vision of the company is to be the leader of the motorcycle

market in Indonesia by way of realizing dreams and creating

excitement customers and contribute to society Indonesia.

Mission of the company is creating mobility solutions for the

people of Indonesia with the best products and services.

bb Awards

1) Gold Champion of Indonesia Wow Brand 2014

2) Top award Exhaust Emission Vehicle Category Motorcycles. In

2013, the Ministry of Environment set the All New Honda Beat-

FI winner.

3) Digital Marketing Award 2014

4) The event Hai Youth Brand Awards 2014.

Category of “Otomotif Roda Dua” : Honda

Category of “Motor Bebek” : Supra

66

Category of “Oli” : AHM Oil

5) Motorcycles Honda has been named as the most preferred brand

of Internet users in the Indonesia's Most Favorite Netizen Brand

2014 organized by the marketing research institute MarkPlus

Insight and Marketers Magazine.

6) WOMM Award 2014

Category of “Sepeda motor bebek” : Honda Supra

Category of “Sepeda motor matik” : Honda Vario

Category of “Sepeda motor sport” : Honda Tiger

7) The Company with The Best in Building and Managing

Corporate Image 2014

8) Indonesia's Most Favorite Youth Brand 2014

9) Otomotiv Award 2014

10) TOP Brand 2015

11) Excellent Service Experience Award 2015

12) MOTOR plus award 2014

B. Characteristics of profile respondents

The respondents in this study are the Honda motorcycle users in

pamulang. The following description is the amount of data and the identity

of respondents that consist of gender, age, occupation and monthly salary.

67

a. The number of questionnaires distributed

The following table 4.1 presents the number of questionnaires

distributed to respondents.

Table 4.1

Sample Data Research

No. Explanation Total Percentage

1 Number of questionnaires distributed 100 100%

2 Number of questionnaires were not

returned

0 0%

3 Number of questionnaires that can’t be

processed

0 0%

4 Number of questionnaires that can be

processed

100

100%

Source: primary data processed

b. General Description responder based on gender

From distributing the questioner to Honda motorcycle in

pamulang, researcher got the description about gender from

respondents as follows :

68

Tabel 4.2

Respondent gender

Gender Frequency Percentage

Male 72 72%

Female 28 28%

Total 100 100%

Source: primary data processed

Based on the research of 100 respondents, visible in the table

4.2 it can be seen the percentage of male users was larger than female

respondents. There were 72 respondents (72%) male and 28

respondents (28%) female from the result of gender respondents.

c. General Description and Respondent Based on Age

From distributing the questioner to Honda motorcycle users

in pamulang, researcher gets the description about age from

respondents as follows:

Tabel 4.3

Respondent Age

Age Frequency Percentage

< 30 years 61 61%

31-45 years 28 28%

> 45 years 11 11%

Total 100 100%

Source : primary data processed

Based on the research result of 100 respondents, visible in

the table 4.3 there were 61 respondents (61%) < 30 years, 28

69

respondents (28%) 31 – 45 years, 11 respondent (11%) < 45 years

from the result of age respondents.

d. General Description and Respondent based on Occupation

From Distributing the questioner to Honda motorcycle in

pamulang, the researcher gets the description about occupation

from respondents as follows :

Tabel 4.4

Respondent Occupation

Occupation Frequency Percentage

Civil Servants 8 8%

Private Employees 70 70%

Entrepreneur 22 22%

Total 100 100%

Source : primary data processed

Based on the research result of 100 respondents, visible in

the table 4.3 there were 8 respondents (8%) civil servant, 70

respondents (70%) private employees, and 22 respondents (22%)

entrepreneurship, from the results of occupations respondents.

e. General Description and Respondent based on Income Per month

From distributing the questioner to the users of Honda

motorcycle in Pamulang, researcher gets the description about gender

about age from respondents as follows:

70

Table 4.5

Respondents Income Per month

Expenditure per month Frequency Percentage

< Rp 999.999 11 11%

Rp 999.999 - Rp 1.999.999 10 10%

Rp 2.000.000 - Rp 2.999.999 28 28%

Rp 3.000.000 – Rp 3.999.999 39 39%

>Rp 4.000.000 12 12%

Total 100 100%

Source: primary data processed

Based on the research result of 100 respondents, visible in

the table 4.4 there were 11 respondents (11%) < Rp 999.999, 10

respondents (10%) Rp 999.999 - Rp 1.999.999, 28 respondents

(28%) Rp 2.000.000 - Rp 2.999.999, 39 respondents (39%) Rp

3.000.000 – Rp 3.999.999, and 12 respondents (12%) >Rp

4.000.000, from the result of expenditure per month the

respondents.

C. Descriptive Analysis

1. Promotion

X1 variable in this study was measured through a 5

statement distributed to 100 respondents and present the indicators

of these variables. The results of responses to the promotion

described in Table 4.6 below:

71

Table 4.6

Respondents answer Regarding promotions

No. Question STS

%

TS

%

N

%

S

%

SS

%

Total

%

1 Advertising of Honda motorcycle

in various media created interesting 0 0 7 54 39 100

2

Articles in print and electronic

media of Honda get a positive

response from the community

0 8 6 45 41 100

3

Activities and events sponsored by Honda get a positive response in the community

0 3 9 49 39 100

4 Salesman who sell Honda motorcycle directly to costumer is very reliable to captivate customers

0 0

11` 49 40 100

5

Free gift helmets and jacket in the

purchase of Honda motorcycle into

consideration before buying a

product return

0 0 10 54 36 100

Mean % 0 2.2 8.6 50.2 39 100

Source: primary data processed

Table 4.9 shows that the majority respondents of

promotion variables explain : "agree" amounted to 50.2%. And the

most influential statement is a statement no. 1 and 5, it can be seen

by the majority of respondents to the statement no. 1 and 5

answered "agree" by 54%. This shows that the indicators

Advertising of Honda motorcycle in various media created

interesting, and free gift helmets and jacket in the purchase of

Honda motorcycle into consideration before buying a product

return have an influence on the large number of buyers of Honda.

72

2. After-sales Service

X2 variable in this study was measured through a 5

statement distributed to 100 respondents and present the indicators

of these variables. The results of responses to the promotion

described in Table 4.7 below:

Tabel 4.7

Respondents answer Regarding After-sales Services

No. Question STS

%

TS

%

N

%

S

%

SS

%

Total

%

1

Honda has a good warranty service

authorized for replacement of the

faulty component

0 0 1 59 40 100

2 Honda provides ease of service and maintenance of motorcycles to consumers

0 0 1 56 43 100

3

Honda handling customer complaints

properly so as to provide a sense of

comfort for users

0 0 5 49 46 100

4

Honda supply for each component of

a motorcycle with a complete and

well

0 0 1 49 50 100

5 Original spare parts for Honda

motorcycles are easy to obtain 0 0 3 51 46 100

Mean % 0 0 2.25 52.8 45 100

Table 4.7 shows that the majority respondents of After-

sales Services variables explain : "agree" amounted to 52.8%. And

the most influential statement is a statement no. 1 , it can be seen

by the majority of respondents to the statement no. 1answered

"agree" by 59%. This shows that the indicator Honda has a good

warranty service authorized for replacement of the faulty

component have an influence on the large number of buyers of

Honda.

73

3. Customer Satisfaction

Y1 variable in this study was measured through a 13

statement distributed to 100 respondents and present the indicators

of these variables. The results of responses to the Costumers

Satisfaction described in Table 4.8 below:

Table 4.8

Respondents answer Regarding Customers Satisfaction

No. Question STS

%

TS

%

N

%

S

%

SS

%

Total

%

1 Honda received customers complaint

properly 0 0 9 52 39 100

2 Honda responded well to customer

complaints 0 3 14 54 29 100

3 Honda motorcycle dealers have

more than one type of service 0 0 10 66 24 100

4 Honda motorcycle dealers provide

good information to the customers 0 1 14 47 38 100

5

Honda motorcycle dealers have

good quality thus creating loyalty

from consumers

0 0 14 53 33 100

6

Honda has always released its

newest product well so that you are

interested in buying more products

0 0 9 52 39 100

7

Services provided Honda motorcycle

dealership creates a good Word of

Mouth

0 3 14 54 29 100

8 Customers ignore besides Honda

motorcycle brand 0 0 10 66 24 100

9

Honda motorcycle dealers provide

space for consumers to give the idea

of tau opinions

0 1 14 47 38 100

10

Consumers are satisfied with the

services provided in the Honda

motorcycle dealer

0 0 14 53 33 100

11 Consumers feel safe when making a

transaction at the dealership Honda 0 0 9 52 39 100

12 Consumers feel comfortable when

doing deals at Honda motor dealers 0 3 14 54 29 100

74

13

Honda motor dealers provide

suggestion boxes or emails to

consumers in providing advice or

complaints

0 0 10 66 24 100

Mean % 0 0.8 11.9 55 32.1 100

Source : Primary data Processed

Table 4.8 shows that the majority respondents of

Customer Satisfaction variables explain : "agree" amounted to

55%. And the most influential statement is a statement no. 3, 8,

and 13, it can be seen by the majority of respondents to the

statement no. 3, 8 and 13 answered "agree" by 66%. This shows

that the indicator Honda Dealers motorcycle have more than one

type of service, consumers don’t care about the brand motors

besides Honda, and Honda motorcycle dealers provide a

suggestion box or email to consumers in providing suggestions and

complaints have an influence on the large number of buyers of

Honda.

4. Re-purchase Intention

Y1 variable in this study was measured through a 4 statement

distributed to 100 respondents and present the indicators of these

variables. The results of responses to the Costumers Satisfaction

described in Table 4.9 below:

75

Tabel 4.9

Respondents answer Regarding Re-purchase Intention

No. Question STS

%

TS

%

N

%

S

%

SS

%

Total

%

1 I plan to buy back the products

Honda motorcycle 0 8 6 4 5 100

2 I decided to recommend to friends

and family to buy Honda motorcycle 0 8 6 45 41 100

3 I am more interested in the Honda

motorcycle than other product 0 0 1 56 43 100

4 I am always searching information

about Honda motorcycle 0 5 15 49 31 100

Mean % 0 5.25 7 38.5 30 100

Source : Primary data Processed

Table 4.9 shows that the majority respondents of Re-

purchased Intention variables explain: "agree" amounted to 38.5%.

And the most influential statement is a statement no. 3, it can be

seen by the majority of respondents to the statement no. 3answered

"agree" by 56%. This shows that the indicator I am more interested

in the Honda motorcycle than other product an influence on the

large number of buyers of Honda.

D. Instrument Test Result

1. descriptive Statistics test Results

Variables used in this research that includes Promotion,

After-sales Services, Customers satisfaction, and Re-purchase

decision descriptive statistics will be tested as shown in Table 4.10

76

Tabel 4.10

Descriptive Statistics Test Results

Source : Primary data Processed

Table 4.11 explains that promotion variables have 15

minimum answer and 25 maximum answers, with the average total

answers 21.300 (average of respondents' answers were obtained

through questionnaires) and the standard deviation is 2.56038. The

After-sales variables have 18 minimum answer and 25 maximum

answers, with the average total answers 22.1400 (average of

respondents' answers were obtained through questionnaires) and

the standard deviation is 1.84785. The Customers Satisfaction

variables have 41 minimum answers and 65 maximum answers,

with the average total answers is 54.4100 (average of respondents'

answers were obtained through questionnaires) and the standard

deviation is 5.67841. Repurchase Intention have 12 minimum

answer and 20 maximum answer, with the average total answer is

12.7600 (average of respondents' answers were obtained through

questionnaires) and the standard deviation is 5.67841.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Promotion 100 15.00 25.00 21.3000 2.56038

After-Sales Services 100 18.00 25.00 22.1400 1.84785

Customer Satosfaction 100 41.00 65.00 54.4100 5.67841

Re-purchase Intention 100 12.00 20.00 16.7600 5.67841

Valid N (listwise) 100 1.76452

77

2. Data Quality Test Result

a. Validity Test Result

Validity test used to measure the validity of a questionnaire.

The test is performed using Pearson Correlation, guidelines for a

model considered valid if the significance level below 0.05 then the

questions can be considered valid. The questionnaire is divided

into four main factors, namely promotion (X1) with 5 questions,

after-sales services (X2) with 5 questions, customer satisfaction

(Y1) with 13 questions, and re-purchase intention (Y2) with 4

questions, so the total number of questions in the questionnaire is

27 questions. The validity of each question can be seen in the table

below .

Table 4.11

Validity test : Promotion (X1)

Question Pearson

Corelation

Sig

(2-Tailed) Describe

P1 0,685 0,000 Valid

P2 0,770 0,000 Valid

P3 0,718 0,000 Valid

P4 0,772 0,000 Valid

P5 0,697 0,000 Valid

Source : Primary data Processed

From the table above, there are five questions to test

promotion. It can be seen that all of the result of promotion

questions are valid, because the score of total correlation below

0,05.

78

Table 4.12

Validity Test : after-sales services (X2)

Question Pearson

Corelation

Sig

(2-Tailed) Describe

As1 0,627 0,000 Valid

As2 0,700 0,000 Valid

As3 0,737 0,000 Valid

As4 0,713 0,000 Valid

As5 0,650 0,000 Valid

Source : Primary data Processed

From the table above, there are five questions to test after-

sales services. It can be seen that all of the result of after-sales

services questions are valid, because the score of total correlation

below 0,05.

Table 4.13

Validity test : customer satisfaction (Y1)

Quesion Pearson

Corelation

Sig

(2-Tailed) Describe

CS1 0,730 0,000 Valid

CS2 0,717 0,000 Valid

CS3 0,679 0,000 Valid

CS4 0,549 0,000 Valid

CS5 0,576 0,000 Valid

CS6 0,730 0,000 Valid

CS7 0,717 0,000 Valid

CS8 0,679 0,000 Valid

CS9 0,549 0,000 Valid

CS10 0,576 0,000 Valid

CS11 0,730 0,000 Valid

CS12 0,717 0,000 Valid

CS13 0,679 0,000 Valid

Source : Primary data Processed

79

From the table above, there are thirteen questions to test

customer satisfaction. It can be seen that all of the result of

customer satisfaction questions are valid, because the score of total

correlation below 0,05.

Table 4.14

Validity test : repurchase intention (Y2)

Question Pearson

Corelation

Sig

(2-Tailed) Describe

RI1 0,640 0,000 Valid

RI2 0,500 0,000 Valid

RI3 0,615 0,000 Valid

RI4 0,605 0,000 Valid

Source : Primary data Processed

From the table above, there are four questions to test re-

purchase intention. It can be seen that all of the result of re-

purchase intention questions are valid, because the score of total

correlation below 0,05.

b. Reliability test Result

Reliability test conducted by researcher to measure the

consistency of question that include in the questioner on variables.

A questionnaire is considered reliable when cronbach’s alpha is

above 0.60. table 4.15 show the result of reliability test of the

variable that use to this research.

80

Table 4.15

Reliability test Result

Variable Cronbach’s

Alpha Describe

Promotion 0,774 Reliabel

After-Sales Services 0.718 Reliabel

Customer Satisfaction 0.892 Reliabel

Re-purchase Intention 0.675 Reliabel

Source : Primary data Processed

Table 4.15 show the result of cronbach’s alpha of

promotion is 0,774, after-sales services is 0,718, customer

satisfaction 0.892, and re-purchase intention is 0.675

3. Path Analysis

Data processing techniques in resolving the research by

using path analysis. Path analysis model was used to analyze the

patterns of relationship between variable with the aim to find out

directly or indirectly influence of a set variables with each other.

Here are the result of path analysis :

a. Testing Relationship Between Sub Variable

In the method of path analysis, for finding causal

relationship or effect of the research variables, first calculated the

correlation matrix of the research variables.

81

Table 4.16

Correlation Coeficient

Correlations

Promotion AftersalesServices

CustomerSatisfaction

RepurchaseIntention

Promotion

Pearson Correlation

1 .301** .414** .660**

Sig. (2-tailed)

.002 .000 .000

N 100 100 100 100

AftersalesServices

Pearson Correlation

.301** 1 .427** .522**

Sig. (2-tailed)

.002 .000 .000

N 100 100 100 100

CustomerSatisfaction

Pearson Correlation

.414** .427** 1 .641**

Sig. (2-tailed)

.000 .000 .000

N 100 100 100 100

RepurchaseIntention

Pearson Correlation

.660** .522** .641** 1

Sig. (2-tailed)

.000 .000 .000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Source : primary data processed

from the result of data in the table 6.16 can be seen that

three categorized relationship is strong and the three other

relationship categorized weak. The significant value of all

relationship is 0,000 less than the specified tolerance value than the

figure of 0.05 means all significant correlations. It can be

concluded SPSS data result in table 4.17 as follows:

82

Table 4.17

Testing Interpersonal Variable

Correlation Correlation

coefficient

Category Probability Conclusion

Promotion (X1) with

After-sales Services (X2)

0.301** Weak 0,002 Significant

Promotion (X1) with

Customer Satisfaction

(Y1)

0.414** Weak 0,000 Significant

Promotion (X1) with Re-

purchase Intention (Y2)

0.650** Strong 0,000 Significant

After-sales Services (X2)

with Customer

Satisfaction (Y1)

0.427** Weak 0,000 Significant

After-sales Services (X2)

with Re-purchase

Intention (Y2)

0.513** Strong 0,000 Significant

Customer Satisfaction

(Y1) with Re-purchase

Intention (Y2)

0.623** Strong 0,000 Significant

b. Coefficient of determination

1) Structure determination coefficient

Table 4.18

Correlation Coefficient Substructure I Model Summary

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .521a .272 .257 4.89553

a. Predictors: (Constant), AftersalesServices, Promotion

Source : primary data processed

In table 4.18 obtained path analysis model with

determination coefficient (R Square) of 0,272 (27,2%).

Adjusted R-square of 25,7% indicates that the effect of

Promotion, after sales services and promotion on customer

83

satisfaction in aggregate is 25,7% while the remaining

0,743 or 74,3% (100% - 25,7%) is the possibility there are

other aspects variable that impact on customer satisfaction.

Customer.

Table 4.19

Correlation Coefficient Substructure II Model Summary

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .802a .644 .632 1.06979

a. Predictors: (Constant), CustomerSatisfaction, Promotion,

AftersalesServices

At table 4.19 obtained path analysis model with

correlation coefficient (R) of 0.802. the coefficient of

determination (R Square) of 0.63,2 (63,2%). Adjusted R

square of 63,2% indicates that the effect of Customer

satisfaction, Promotion and After-sales services to Re-

purchase Intention in aggregate is 63,2%. While the

remaining 36,8% (100% - 63,2%) is likely be other aspects

that have an influence on Re-purchase Intention variable.

After-sales services Variable probably 63,2% can be

explained by the variable Customer Satisfaction, Promotion

And After-sales services.

84

c. Simultaneous Significance Test (Test F)

Simultant hypothesis testing aims to measure the

influence of exogenous variables together against

endogenous variable. Results hypothesis in this test are :

1) Test F Equation Structure I

Table 4.20

Variant Analysis of structures I

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 867.469 2 433.735 18.098 .000b

Residual 2324.721 97 23.966

Total 3192.190 99

a. Dependent Variable: CustomerSatisfaction

b. Predictors: (Constant), AftersalesServices, Promotion

According to the table 4.20 to examine the effect of

promotion, after-sales services, customer satisfaction and t

re-purchase intention, the hypothesis is:

H0 : there is no simultaneous influence between the

variables of promotion and after-sales services on customer

satisfaction .

H1 : there is a simultaneous influence between the variables

of promotion and after-sales services on customer

satisfaction.

Through these measures and the result in table 4.20

ANOVA, showed the F-count equal 18.098 with

85

probability 0,000. F-table with significance level of 0,05,

degree of freedom (df) for df1 = 2, df2= 97, then the F

table = 3,09. The result is F-count (18.098) > F table

(3,09) and with this result, then H0 is rejected and Ha is

accepted.

2) Test F Equation Structure II

Table 4.21

Variant Analysis of Structure II

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 197.296 3 65.765 51.773 .000b

Residual 121.944 96 1.270

Total 319.240 99

a. Dependent Variable: RepurchaseIntention

b. Predictors: (Constant), CustomerSatisfaction, Promotion, AfterSales

According to the table 4.21 to examine the effect of

customer satisfaction, promotion, and after-sales services to

Repurchase intention, the hypothesis is :

H0 : there is no simultaneous influence between the

variables of customer satisfaction , promotion, and after-

sales services on repurchase intention

H1 : there is a simultaneous influence between the variables

of customer satisfaction , promotion, and after-sales

services on repurchase intention

86

Through these measures and the result in table 4.21

ANOVA, showed F-count equal to 51.773 with probability

0,000. F-table with significance level of 0,05. Degree of

freedom (df) for df1 = 3, df2 = 96, the F-table = 2,70. The

result is the F-count (51,773) > F-table (2,70) with the

results then H0 is rejected and Ha accepted. This means that

the variable promotion, after-sales service, and customer

satisfaction simultaneously significant effect on Repurchase

Intention.

d. Individual Significance Test (t Test)

Partial hypothesis testing aims to measure the

influence of exogenous variables partially on endogenous

variables. need to be notified for each hypothesis test

criteria are as follows:

H0 is accepted and Ha is rejected if t <t table for α = 0.05

Ha rejected and Ha accepted if t> table for α = 0.05.

Results hypothesis are :

87

1) T-Test Eq Structures 1

Table 4.22

Structure I t-test Result

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) 16.968 6.396 2.653 .009

Promotion .696 .201 .314 3.456 .001

AfterSales 1.021 .279 .332 3.658 .000

a. Dependent Variable: CustomerSatisfaction

a. Relationship between promotion and customer satisfaction

The Hypothesis is:

H0 : there is no partial influence between the variables of

promotion to customer satisfaction

H1 : there is a partial influence between the variables of promotion

to customer satisfaction

According to the table 4.22, t-count table is 3.456 with

probability 0,001. T-table with significance level of 0,05 and

degree of freedom (df) for df = n-3 or 100-3 = 97 then the t-table

is 1,66071. The result is a test (3.456)> t-table (1,66071). It can be

concluded, H0 is rejected and Ha accepted. This means that a

significant influence between the variable perceived promotion to

customer satisfaction.

88

b. Relationship between after-sales services in customer satisfaction

H0 : There is no partial influence between the variables of

repurchase intention to customer satisfaction

Ha : There is a partial influence between the variables of

repurchase intention to customer satisfaction

According to the table 4.22, t-count table is 3.658 wit

probability 0,001. T-table probability 0,001. T-table with

significance level of 0,05 and degree of freedom (df) for df = n-3

or 100-3 = 97 then the t-tables is 1,66071. The result is a t-test

(3.658)> t-table (1,66071). It can be conclude, H0 is rejected and

Ha accepted. This means that a significant influence between the

variable after-sales services to customer satisfaction.

Table 4.23

Structure I Equation t-Test

Promotion and After-sales Services

No Hypothesis Path

analysis

T-count t-table Result

1 ρx1y1≠ 0 ρx1y1=

0.696

3.456 1,66071 Ha

accepted

2 ρx2y1 ≠0 ρx2y1=

1.021

3.658 1,66071 Ha

accepted

Source : primary data processed

Based on the result in Table 4.21, the partial test perceived

promotion and after-sales services on customer satisfaction. Thus

the equations of the first structural path analysis are:

89

Y1 = ρx1y1 + ρx2y1

Y1 = 0.696X1 + 1.021X2

Figures residue obtained from 1- adjusted –R square that is 1 –

1,717 = - 0,717

Table 4.24

Structure II t-Test Results

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -.748 1.525 -.491 .625

Promotion .307 .049 .438 6.246 .000

AfterSales .230 .069 .236 3.350 .001

CustomerSatisfaction .108 .023 .341 4.609 .000

a. Dependent Variable: RepurchaseIntention

a. Relationship between Promotion with Repurchase intention

H₀: There is no partial influence between the variables of

Promotion to Repurchase Intention

Ha: There is a partial influence between the variables of

Promotion to Repurchase Intention

According to table 4.22, t-count table is 6.246 with

probability 0,000. T-table with significance level of 0,05 and a

degree of freedom (df) for df = n-4 or 100-4 = 96 then the t-table is

1,66088. The result is a t-test (6.246) > t-table (1,66088). It can be

concluded, Ho is rejected and Ha accepted. This means that a

90

significant difference between the variable Promotion to

Repurchase Intention.

b. Relationship between after-sales wit repurchase intention

H₀: There is no partial influence between the variables of After-

sales Services to customer satisfaction

Ha: There is a partial influence between the variables of After-sales

Services to customer satisfaction.

According to table 4.22, t-count table is 3,350 with

probability 0,000. T-table with significance level 0,05 and a degree

of freedom (df) for df= n-4 or 100-4 =96 then the t-table is

1,66088. The result is a t-test (3,350) > t-table (1,66088). It can be

concluded, Ho is rejected and Ha accepted. This means that

significant difference between the variable After-sales Services to

Repurchase Intention.

c. Relationship between Customer satisfaction with Repurchase

Intention

H₀: There is no partial effect between the variables of Customer

satisfaction to Repurchase Intention

Ha: There is a partial influence between the variables of Customer

satisfaction to Repurchase Intention

According to table 4.22, t-count table is 4.609 with

probability 0,000. T- table with significance level 0,05 and a

degree of freedom (df) fro df= n-4 or 100-4= 96 then the table is

91

1,66088. The result is a t-test (4,888) > t-table (1,66088). It can be

concluded, Ho is rejected and Ha accepted.

This means that a significant difference between the variable

Customer satisfaction to Repurchase intention.

Table 4.25

Structure II Equation t-Test

The influence of Promotion, After-sales Services and

Repurchase Intention

No Hypothesis Path analysis t-count t-table Result

1 ρx1y2 ≠ 0 ρx1y2 = 0,307 6.246 1,66088 Ha accepted

2 ρx2y2 ≠ 0 ρx2y2 = 0,230 3.350 1,66088 Ha accepted

3 ρy1y2 ≠ 0 ρy1y2 = 0,108 4.609 1,66088 Ha accepted

Source: Primary data is processed by SPSS 21.0, 2017

Based on the result in table 4.23, the partial test Promotion,

After-sales Services and Customer satisfaction significant effect on

Repurchase Intention. Thus the equation of the path analysis

structure II are:

Y2 = ρx1y2 + ρx2y2 + ρy1y2

Y2 = 0,307X1 + 0,230X2 + 0,108Y1

Figures residue obtained from 1- adjusted –R square that is 1-0,645

= 0,355.

92

4. Sobel Test

The sobel test is intended to test the significance of indirect effect, by

computing the t value of the exogenous variable coefficients and the

mediation variable, the t-value compared to the t-table. If the value of t-

count is greater than the value of t-table then it can be concluded the

influence of mediation. Sobel testing conducted in this study is as

follows:

a. Promotion toward Re-purchase Intention through Customer Satisfaction

The result of path analysis show that promotion directly affects re-

purchase intention and also directly affects the customer satisfaction. To

determine the effect of promotion on re-purchase intention through the

customer satisfaction can be tested with the test of sobel test as follows:

Calculate standard error from indirect effect of Coefficient (Sx1y1)

Sx1y1 = √ y12sx1

2 + x12sy1

2 + sx12sy1

2

Where: x1 = 0,696

sx1 = 0,201

y1 = 0,108

sy1 = 0,023

Sx1y1 = √(0,696) 2(0,201) 2 + (0,108) 2 (0,023) 2 + (0,201) 2 (0,023) 2

Sx1y1 = 0.019776

93

Based on the results of Sx1y1, further calculate the t value statistic

influence of mediation with the following formula: Multiplication of

coefficient (x1y1) = (0.696) (0,277) the result is 0.192792

t = x1y1

Sx1y1 =

0.192792

0.019776 = 9.7487864078

The calculation results obtained t-count value of

9.93158870801566 is greater than t-table with a significance level of

0.05 that is equal to 1.66088. So it can be concluded that there is

influence of mediation between promotion to re-purchase intention

through purchasing customer satisfaction

b. After-sales Service towards re-purchase intention through Customer

Satisfaction The results of path analysis show that after-sales service

directly affects repurchase intention and also directly affects customer

satisfaction. To determine the effect of after-sales service on repurchase

intention through the customer satisfaction can be tested with the test of

sobel as follows:

Calculate standard error from indirect effect of Coefficient (Sx2y1)

Sx2y1 = √ y12sx2

2 + x22sy1

2 + sx22sy1

2

Where: x2 = 1,021

Sx2 = 0,279

y1 = 0,108

sy1 = 0,023

94

Sx2y1 = √(1,021)2(0,279)2 + (0,108)2(0,023)2 + (0,279)2(0,023)2

Sx2y1 = 0.285247212

Based on the results of Sx₂y1, further calculate the t value

statistic influence of mediation with the following formula:

Multiplication of Coefficient (x2y1) = (0,021) (0.108) the result is

0.110268

t = x2y1

Sx2y1 =

0,110268

0,285247212 = 0,3865699483

The calculation results obtained t-count value of 0,3865699483

is greater than t-table with a significance level of 0.05 that is equal to

1.66088. It can be concluded that there is an effect of mediation

between after-sales service against repurchase intention through

customer satisfaction.

95

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

A. Conclusion

Based on the analysis and discussion of data on respondents'

assessment of the effect of The influence of promotion and after-sales

service, toward customer satisfaction that impact re-purchase intention

(study case on pamulang society), it can be concluded:

1. There is partial influence between the variables of promotion to

customer satisfaction (study case on pamulang society).

2. There is a partial influence between variables of After-Sales

Services to Customer Satisfaction (study case on pamulang

society).

3. Based on the test result of the F variable Promotion and After-

Sales Services had a significant effect simultaneously to Customer

Satisfaction (study case on pamulang society).

4. There is a partial influence between the variables of Promotion to

Re-purchase Intention (study case on pamulang society).

5. There is partial influence between the variables of After-Sales

Services to Re-purchase Intention (study case on pamulang

society).

6. There is a partial influence between the variables of Customer

Satisfaction to Re-purchase Decision (study case on pamulang

society).

96

7. Based on the test result of the F variable Promotion, After-Sales

Services and Customer Satisfaction had a significant effect

simultaneously to Re-purchase Decision (study case on pamulang

society).

B. Suggestion

Based on the result of the analysis and conclusion above, then there are

some suggestions as follows:

1. For Company

a. Promotion

According to the results of research that has been

conducted by researchers, it can be concluded that the

Honda is good enough in the promotion. But Honda must

continue to innovate in the promotion. in addition to

promotion through print media and television, Honda also

need promotion through activity in education. For example,

Honda may undertake promotional activities carried out in

conjunction with the extension to drive properly and safely.

Thus shows that Honda is also concerned with the bikers,

not only concerned with sales and profits.

b. After-sales Services

One of elements that are also fairly crucial is the

after sales services. Thus the researcher suggest Honda for

more attention to after-sales services sector. Although so

97

far after sales service that made Honda also need to further

improve end develop the after sales service. It can be done

by Honda is in a way more concerned about consumer

complaints. Honda should me more alert in handling

consumer complaints, and Honda also have to pay attention

and customer comfort t at a time when consumer were

damaged products. Then other thing can also be done by

Honda to improve the quality in after sales service is to

provide a longer warranty period and ensure the

availability, authenticity, and ease of getting spare parts

Honda products. Then the researcher also suggest that

Honda undertake activities related to the maintenance of

product such as doing free service and related consulting

Honda product for free in order to improve after-sales

service.

c. Customer Satisfaction

Satisfaction is a factor to make the consumer buy

more product and also as one factor makes customer loyal

to the brand or product. In this research, satisfaction of

customer Honda motorcycle gives influence significantly to

re-purchase intention. Here, costumer value , and customer

perception are the main factor. But Honda has to keep the

98

customer perception because the all customer like to give

the complain to the Honda dealer

d. Repurchase Intention

Re-purchase intention can be interpreted as

consumers who repurchase a product that has been

purchase previously, influenced by individual evaluations

or experiences of buying behavior. Therefore, re-purchase

intention can be used as a predictor of buying behavior.

improvement that needs to be done by Honda motorcycle is

add sales services such as providing free insurance to

consumer.

2. For the next researcher

it is necessary to do the research by deepening or

developing the research variables with the sample and the

larger population. This assessment is expected find new

findings that can be useful for the development of science,

especially in the field of marketing management.

99

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Yogyakarta, 2002.

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Jilid I, PT. Indeks Gramedia, Jakarta, 2004.

Babin, Zikmund. “Menjelajahi Riset Pemasaran”. Edisi Kesepuluh, Salemba

empat, Jakarta, 2011.

Barata, Atep Adya. “Dasar-dasar Pelayanan Prima”. Cetakan Pertama,

PT.Gramedia, Jakarta, 2003.

Cooper, Donald, & Pamela S, Schindler. “Marketing Research”. McGraw-Hill,

United State, 2006.

Ghozali, Imam. “Aplikasi Analisis Multivariate Dengan Program SPSS”, Badan

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Istijanto. “Aplikasi Praktis Riset Pemasaran”. PT Gramedia Pustaka Utama,

Jakarta, 2009.

Kotler, Phillip and Kevin Lane Keller. “Marketing Management”. 13 Edition.

Pearson. USA, 2009.

Kotler, Philip & Kevin Lane Keller. “Manajemen Pemasaran”. Erlangga, Jakarta,

2009.

Kotler, Philip. “Manajemen Pemasaran”. Edisi Milenium, PT.Prenhallindo,

Jakarta, 2005.

Kotler, Philip & Kevin Lane Keller. “Manajemen Pemasaran”. Penerjemah :Bob

Sabran, M.M Airlangga, 2005.

Lovelock, Christopher and Jochen Wirtz. “Services Marketing”. Global Edition.

Pearson, England, 2011.

Machfoedz, Mahmud. “Pengantar Pemasaran Modern”. cetakan pertama, UPP

AMP YKPN, Yogyakarta, 2005.

Riduwan, and Engkos A.K. “Cara Menggunakan dan Memakai Analisis Jalur

atau Path Analysis”. Alfabeta. Bandung, 2007.

100

Sarwono, Jonathan. “Analisa Jalur untuk Riset Bisnis dengan SPSS”, CV ANDI

OFFSET, Yogyakarta, 2007.

Saladin, Djaslim & Oesman, Yevis Marty. “Perilaku Konsumen dan Pemasaran

Strategik”. Balai Pustaka, Jakarta, 2002.

Swasta, Basu & Irawan. “Manajemen Pemasaran Modern”. Liberty Offet,

Yogyakarta, 2001.

Sunyoto, Danang. “Teori, Kuesioner, & Analisis Data”. Cetakan Pertama, Graha

Ilmu, Yogyakarta, 2013.

Sugiyono. “Metode Penelitian Bisnis (Pendekatan Kualitatif, Kuantitatif dan

R&D)”. Cetakan kedua belas. Alphabet, Jakarta, 2008

Sugiyono. “Metedologi Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif dan

R&D”, CV Alfabeta, Bandung, 2007.

Thakur, Satendra, and DR. A. P Singh. “Brand Image, Customer Satisfaction and

Loyalty Intention: A Study in the Context of Cosmetic Product among

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Zeithaml, Valarie A, Mary Jo Bitner and Dwayne D Gremler. “Services

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www.bps.go.id

www.aisi.or.id

www.pertamax7.com

www.autotekno.sindonews.com

101

Dalam rangka menyelesaikan Program Strata Satu Fakultas Ekonomi dan

Bisnis Universitas Islam Negeri Syarif Hidayatullah Jakarta, yang sedang

menyusun skripsi sebagai syarat memperoleh gelar Sarjana Ekonomi.

Nama : Erbby danastian

NIM : 1110081100021

Jurusan : Menejemen

Fakultas : Ekonomi dan Bisnis

Saya hendak melakukan penelitian dengan judul “PENGARUH P

ROMOSI DAN SERVICE PASCA PEMBELIAN TERHADAP

KEPUASAN PELANGGAN YANG BERDAMPAK PADA PEMBELIAN

ULANG (Studi Kasus pada pengguna motor Honda di daerah pamulang)”.

Untuk itu saya mohon bantuan Bapak/Ibu/Saudara/i agar sudi kiranya mengisi

angket ini.

102

Screening

Sebelum mengisi kuesioner mohon kesedian Bapak/Ibu/Saudara/Saudari

untuk melengkapi daftar isi dengan member tanda (√) pada kotak yang disediakan

dibawah ini.

1. Apakah anda pernah membeli produk motor Honda?

Ya Tidak

Jika Ya, silahkan lanjutkan ke pertanyaan sebelumnya.

Jika Tidak, Silahkan berhenti menjawab dan berhenti sampai disini.

Terima Kasih atas partisipasinya.

Identitas Responden

Nama : ……………………………

Jenis Kelamin : 1. Pria 2. Wanita

Usia : 1. < 19 tahun 4. 51 – 65 tahun

2. 20 – 35 tahun 5. > 65 tahun

3. 36 – 50 tahun

Pekerjaan : 1. Pegawai Negeri 4. Pelajar

2. Pegawai Swasta 5.Lain-Lain(……)

3. Wiraswasta

Pengeluaran per bulan : 1. < Rp 999.999

2. Rp 999.999 – Rp1. 999.999

3. Rp 2.000.000 – Rp 2.999.999

4. Rp 3.000.000 – Rp 3.999.999

5. > Rp 4.000.000

103

Petunjuk Pengisian

Jawablah masing-masing pertanyaan di bawah ini sesuai dengan penilaian

saudara/saudari mengenai “PENGARUH P ROMOSI DAN SERVICE

PASCA PEMBELIAN TERHADAP KEPUASAN PELANGGAN YANG

BERDAMPAK PADA PEMBELIAN ULANG (Studi Kasus pada pengguna

motor Honda di daerah pamulang)”.

Pilihlah salah satu jawaban dari kelima alternative jawaban yang sesuai

dengan memberikan tanda centang ( √ ) pada salah satu kolom jawaban yang

tersedia.

1 2 3 4 5

STS TS RR S SS

Keterangan : 1. Sangat Tidak Setuju 4. Setuju

2. Tidak Setuju 5. Sangat Setuju

3. Ragu-ragu

1. Promotion (X1)

NO Pertanyaan SS S RR TS STS

1. Iklan sepeda motor Honda di berbagai macam media

dibuat secara menarik

2. Artikel di media cetak dan elektronik tentang sepeda

motor Honda mendapatkan tanggapan yang positif di

masyarakat

3. Kegiatan dan acara yang disponsori oleh Honda

mendapatkan tanggapan yang positif di masyarakat

4. Salesman yang menjual langsung sepeda motor Honda

ke pelanggan sangat handal menarik hati pelanggan

5. Hadiah yang ditawarkan seperti gratis helm dan jaket

dalam pembelian sepeda motor Honda menjadi

pertimbangan sebelum membeli kembali produk

104

2. After-sales Services (X2)

NO Pertanyaan SS S RR TS STS

6. Honda memiliki layanan garansi resmi yang

baik untuk penggantian komponen yang rusak

7. Honda member kemudahan dalam memberikan

pelayanan dan perawatan sepeda motor kepada

konsumen

8. Honda menangani keluhan konsumen dengan

baik sehingga memberikan rasanyaman bagi

pengguna sepeda motor merk honda

9. Honda menyediakan sukucadang untuk setiap

komponen sepeda motor secara lengkap dan

baik

10. Suku cadang asli sepeda motor Honda mudah

untuk didapatkan

3. Customer Satisfaction (Y2)

No Pertanyaan SS S RR TS STS

11.

Dealer Motor Honda menerima keluhan

pelanggan dengan baik

12. Dealer Motor Honda menanggapi keluhan

pelanggan dengan baik

13. Dealer Motor Honda memiliki lebih dari satu

layanan

14. Dealer Motor Honda memberikan informasi yang

baik kepada pelanggan

15. Dealer Motor Honda memiliki kualitas yang baik

sehingga menciptakan loyalitas dari konsumen

16. Dealer Motor Honda selalu mengeluarkan produk

terbarunya dengan baik sehingga konsumen dapat

membeli lebih banyak produk

17. Pelayanan yang dierikan Dealer Motor Honda

menciptakan Word of mouth yang baik

105

18. Konsumen menghiraukan Produk motor selain

honda

19. Dealer Motor Honda menyediakan ruang untuk

konsumen dalam memberikan pendapat

20. Konsumen merasa puas dengan pelayanan yang di

berikan Dealer Motor Honda

21. Konsumen merasa aman ketika melakukan

transaksi di Dealer motor Honda

22. Konsumen merasa nyaman ketika melakukan

transaksi di dealer motor honda

23. Dealer motor Honda menyediakan kotak saran

untuk konsumen dalam memberikan saran

maupun keluhan

4. Re-purchase intention (Y2)

NO Pertanyaan SS S RR TS STS

24. Saya berencana untuk membeli kembali produk

sepeda motor Honda Beat

25. Saya memutuskan untuk merekomendasikan

kepada teman-teman dan keluarga untuk

membeli sepeda motor Honda Beat

26. Saya lebih tertarik dengan produk sepeda motor

Honda Beat daripada produk sepeda motor

lainnya

27. Saya selalu mencari informasi mengenai produk

sepeda motor Honda Beat

106

Attachments II : Result of Output SPSS 17 for Windows

A. Distribution Answer of Respondents

Promotion X1

5 5 5 5 5

3 2 3 3 4

4 4 4 4 4

4 4 4 3 4

4 4 4 3 3

5 5 5 5 3

3 3 4 4 3

4 4 4 4 4

5 5 5 3 4

3 4 3 4 3

4 4 4 4 4

5 5 5 5 5

5 5 5 5 5

4 4 4 4 4

4 4 4 4 4

5 5 5 4 4

5 5 5 5 5

4 4 4 5 5

4 4 4 4 4

5 5 4 5 4

4 4 4 4 4

4 4 5 5 5

4 4 4 4 4

5 5 4 4 5

5 4 5 5 4

3 2 4 4 4

5 5 5 5 4

4 4 4 5 5

4 4 4 5 4

5 5 5 5 5

5 5 4 4 5

4 2 3 3 4

107

4 4 4 4 4

4 4 4 3 4

4 2 4 3 3

3 2 4 3 3

3 3 4 4 3

4 4 4 4 4

5 5 5 3 4

3 4 3 4 3

4 4 4 5 4

5 5 5 5 5

5 5 5 5 5

4 4 4 4 4

4 5 5 4 4

4 4 4 4 4

5 5 5 5 5

5 5 5 5 5

5 5 5 5 5

4 4 4 4 4

5 5 5 5 5

4 4 4 4 4

4 4 4 4 4

4 4 4 4 4

4 4 4 4 4

4 2 4 4 4

4 4 4 4 4

5 5 5 4 4

5 4 4 4 4

4 4 4 5 5

5 5 5 5 5

4 5 5 5 5

4 4 4 4 4

4 5 5 5 4

5 5 4 4 4

4 3 5 5 5

5 5 4 4 4

4 5 5 5 5

5 4 4 4 4

4 4 4 5 5

4 4 5 5 5

4 5 5 5 5

5 5 5 4 4

108

4 4 5 5 5

5 5 4 4 4

5 5 5 4 4

5 5 5 5 5

4 4 4 4 4

4 4 4 4 5

5 2 5 4 5

4 4 5 5 5

5 5 5 5 5

4 5 5 5 4

4 4 5 5 5

4 4 4 4 4

4 5 5 5 5

5 5 5 5 4

4 2 3 3 4

4 3 5 5 5

5 4 3 5 5

5 5 3 5 5

4 5 2 4 4

4 5 4 4 4

5 3 2 4 4

5 3 4 4 4

5 4 3 4 4

4 4 2 4 5

5 5 3 4 3

4 5 4 4 3

4 4 4 3 4

After-sales Services X2

5 5 5 5 5

4 4 4 4 4

4 4 4 4 4

5 5 5 4 4

5 5 4 4 4

4 5 5 5 5

4 4 4 4 4

5 4 4 4 4

5 5 5 5 5

5 5 5 5 5

4 4 4 4 4

109

5 5 5 4 4

5 5 5 5 5

4 4 4 4 3

4 4 4 4 4

5 4 5 5 4

5 5 5 5 5

5 5 5 5 5

4 4 5 4 4

5 5 3 5 5

4 4 4 5 5

4 4 4 4 4

4 4 4 4 4

4 4 3 4 3

4 4 4 4 4

4 4 4 4 4

4 4 5 5 4

5 5 4 4 4

4 4 4 4 4

5 5 5 5 5

5 5 5 5 5

4 4 4 4 4

4 4 4 4 4

4 4 5 4 4

5 4 4 4 4

4 5 5 5 4

5 3 4 4 4

3 4 4 4 4

5 5 3 3 3

4 4 4 4 5

4 4 4 4 4

4 5 5 4 4

5 5 5 4 5

4 4 4 4 4

4 4 4 5 5

5 5 5 5 5

5 5 5 5 5

5 5 5 5 5

4 4 5 4 5

5 5 5 5 5

4 4 4 4 4

4 4 4 4 4

110

4 4 4 4 4

4 4 4 4 4

5 4 4 4 4

4 5 5 5 4

5 5 5 5 4

5 5 4 4 4

4 4 4 4 5

5 5 5 5 5

4 4 5 5 5

4 4 4 5 5

4 4 5 5 5

5 5 5 4 4

4 4 3 5 5

5 5 5 4 4

4 4 5 5 5

5 5 4 4 4

4 4 4 4 5

4 4 4 5 5

4 4 5 5 5

5 5 5 5 4

4 4 4 5 5

5 5 5 4 4

5 5 5 5 4

4 5 5 5 5

4 4 4 4 4

4 5 5 4 4

4 4 5 5 4

4 4 4 5 5

5 5 5 5 5

4 4 4 4 4

4 4 4 5 5

4 4 4 4 4

4 4 5 5 5

5 5 5 5 5

4 4 4 5 5

4 4 3 5 5

5 5 5 5 5

4 4 5 5 5

4 4 4 5 5

4 5 4 5 4

5 5 5 4 4

111

5 5 5 5 5

5 5 4 4 4

4 4 4 5 5

4 4 4 5 5

4 5 4 4 4

4 4 5 5 5

5 5 4 5 5

CUSTOMER SATISFACTION Y1

5 5 5 5 5 5 5

3 3 3 3 4 3 3

4 4 4 4 4 4 4

4 4 4 3 3 4 4

4 4 4 3 3 4 4

5 5 5 5 5 5 5

3 3 4 4 4 3 3

4 4 4 4 4 4 4

4 4 4 3 4 4 4

3 4 3 4 3 3 4

4 4 4 4 4 4 4

5 4 5 4 4 5 4

5 5 5 5 5 5 5

4 4 4 4 4 4 4

4 4 4 4 4 4 4

5 5 5 4 4 5 5

5 5 5 5 5 5 5

4 4 4 5 5 4 4

4 4 4 4 4 4 4

5 5 4 5 5 5 5

4 4 4 4 4 4 4

4 4 5 5 4 4 4

4 4 4 5 4 4 4

3 4 3 4 4 3 4

4 4 4 4 3 4 4

4 4 4 4 4 4 4

4 5 5 5 4 4 5

4 4 4 5 5 4 4

4 4 4 3 4 4 4

5 5 5 5 5 5 5

5 5 4 4 5 5 5

112

4 5 4 4 4 4 5

4 3 3 4 3 4 3

5 5 4 5 4 5 5

4 4 4 3 4 4 4

5 4 4 5 5 5 4

3 3 4 4 4 3 3

4 3 3 4 3 4 3

5 5 5 3 3 5 5

4 4 4 4 4 4 4

4 4 4 5 4 4 4

4 5 5 4 4 4 5

5 5 5 5 4 5 5

4 4 4 4 4 4 4

3 4 5 4 4 3 4

5 5 5 4 4 5 5

5 5 5 5 5 5 5

5 4 4 5 5 5 4

4 4 5 4 5 4 4

5 5 4 5 5 5 5

4 4 4 4 4 4 4

4 4 5 5 4 4 4

5 4 4 5 4 5 4

5 5 4 5 4 5 5

5 4 5 5 5 5 4

5 5 4 4 5 5 5

3 3 4 3 3 3 3

4 4 4 5 5 4 4

4 4 4 5 5 4 4

5 5 5 5 5 5 5

4 4 4 5 4 4 4

5 5 5 4 3 5 5

5 5 4 5 4 5 5

4 4 4 4 5 4 4

4 5 4 4 5 4 5

5 5 4 4 4 5 5

4 4 4 2 4 4 4

4 4 4 5 4 4 4

4 4 3 4 5 4 4

5 5 5 4 5 5 5

5 4 3 5 5 5 4

4 5 4 4 4 4 5

113

5 4 4 4 4 5 4

5 4 4 5 5 5 4

4 4 4 5 4 4 4

4 4 4 4 4 4 4

4 3 4 4 3 4 3

4 5 4 3 4 4 5

4 5 4 3 5 4 5

5 5 4 3 5 5 5

4 4 4 4 5 4 4

5 3 4 4 5 5 3

5 3 4 4 3 5 3

4 4 3 4 3 4 4

4 4 3 3 3 4 4

4 4 3 5 4 4 4

5 4 4 4 4 5 4

5 3 4 5 3 5 3

4 4 4 5 4 4 4

4 4 5 5 4 4 4

4 3 5 5 4 4 3

5 3 5 5 4 5 3

5 2 4 4 5 5 2

5 4 4 4 5 5 4

3 2 4 4 5 3 2

3 4 4 4 5 3 4

4 3 4 4 4 4 3

4 2 4 5 4 4 2

5 3 4 3 4 5 3

5 4 4 3 4 5 4

5 5 5 5 5 5

3 3 4 3 3 3

4 4 4 4 4 4

4 3 3 4 4 4

4 3 3 4 4 4

5 5 5 5 5 5

4 4 4 3 3 4

4 4 4 4 4 4

4 3 4 4 4 4

3 4 3 3 4 3

114

4 4 4 4 4 4

5 4 4 5 4 5

5 5 5 5 5 5

4 4 4 4 4 4

4 4 4 4 4 4

5 4 4 5 5 5

5 5 5 5 5 5

4 5 5 4 4 4

4 4 4 4 4 4

4 5 5 5 5 4

4 4 4 4 4 4

5 5 4 4 4 5

4 5 4 4 4 4

3 4 4 3 4 3

4 4 3 4 4 4

4 4 4 4 4 4

5 5 4 4 5 5

4 5 5 4 4 4

4 3 4 4 4 4

5 5 5 5 5 5

4 4 5 5 5 4

4 4 4 4 5 4

3 4 3 4 3 3

4 5 4 5 5 4

4 3 4 4 4 4

4 5 5 5 4 4

4 4 4 3 3 4

3 4 3 4 3 3

5 3 3 5 5 5

4 4 4 4 4 4

4 5 4 4 4 4

5 4 4 4 5 5

5 5 4 5 5 5

4 4 4 4 4 4

5 4 4 3 4 5

5 4 4 5 5 5

5 5 5 5 5 5

4 5 5 5 4 4

5 4 5 4 4 5

4 5 5 5 5 4

4 4 4 4 4 4

115

5 5 4 4 4 5

4 5 4 5 4 4

4 5 4 5 5 4

5 5 5 5 4 5

4 4 5 5 5 4

4 3 3 3 3 4

4 5 5 4 4 4

4 5 5 4 4 4

5 5 5 5 5 5

4 5 4 4 4 4

5 4 3 5 5 5

4 5 4 5 5 4

4 4 5 4 4 4

4 4 5 4 5 4

4 4 4 5 5 4

4 2 4 4 4 4

4 5 4 4 4 4

3 4 5 4 4 3

5 4 5 5 5 5

3 5 5 5 4 3

4 4 4 4 5 4

4 4 4 5 4 4

4 5 5 5 4 4

4 5 4 4 4 4

4 4 4 4 4 4

4 4 3 4 3 4

4 3 4 4 5 4

4 3 5 4 5 4

4 3 5 5 5 4

4 4 5 4 4 4

4 4 5 5 3 4

4 4 3 5 3 4

3 4 3 4 4 3

3 3 3 4 4 3

3 5 4 4 4 3

4 4 4 5 4 4

4 5 3 5 3 4

4 5 4 4 4 4

5 5 4 4 4 5

5 5 4 4 3 5

5 5 4 5 3 5

116

4 4 5 5 2 4

4 4 5 5 4 4

4 4 5 3 2 4

4 4 5 3 4 4

4 4 4 4 3 4

4 5 4 4 2 4

4 3 4 5 3 4

4 3 4 5 4 4

Re-Purchase Intention Y2

5 5 4 5

2 4 3 3

4 4 5 4

4 5 3 4

4 5 5 4

5 5 4 5

3 4 4 3

4 4 4 4

5 5 4 4

4 5 2 4

4 4 4 4

5 5 4 4

5 5 5 5

4 4 5 4

4 4 5 4

5 4 4 5

5 5 5 5

4 5 3 4

4 4 4 4

5 5 5 5

4 4 4 4

4 4 4 4

4 4 4 4

5 4 3 4

4 4 4 4

2 4 4 4

5 4 5 5

4 5 5 4

4 4 4 4

5 5 5 5

117

5 5 4 5

2 4 3 5

4 4 4 3

4 4 3 5

2 4 5 4

2 5 3 4

3 3 4 3

4 4 4 3

5 5 2 5

4 4 3 4

4 4 4 4

5 5 4 5

5 5 5 5

4 4 5 4

5 4 5 4

4 5 4 5

5 5 5 5

5 5 3 4

5 4 4 4

4 5 5 5

5 4 4 4

4 4 4 4

4 4 4 4

4 4 3 5

4 4 4 4

2 5 4 5

4 5 2 3

5 5 5 4

4 4 4 4

4 5 5 5

5 4 4 4

5 4 4 5

4 4 5 5

5 5 5 4

5 4 5 5

3 5 4 5

5 4 2 4

5 5 4 4

4 4 4 4

4 4 4 5

4 4 5 4

118

5 5 4 5

5 4 5 4

4 5 4 4

5 5 5 4

5 5 4 4

5 4 5 3

4 5 4 5

4 4 4 5

2 4 4 5

4 5 5 4

5 4 2 3

5 4 3 3

4 4 3 4

4 4 4 4

5 5 5 4

5 4 5 4

2 4 4 3

3 5 4 4

4 4 4 4

5 4 3 3

5 5 4 3

5 5 5 2

3 5 5 4

3 5 4 2

4 4 5 4

4 4 4 3

5 5 3 2

5 4 4 3

4 5 3 4

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Promotion 100 15.00 25.00 21.3000 2.56038

After-Sales Services 100 18.00 25.00 22.1400 1.84785

Customer Satosfaction 100 41.00 65.00 54.4100 5.67841

Re-purchase Intention 100 12.00 20.00 16.7600 5.67841

Valid N (listwise) 100 1.76452

119

Validity test : customer satisfaction (Y1)

Quesion Pearson

Corelation

Sig

(2-Tailed) Describe

CS1 0,730 0,000 Valid

CS2 0,717 0,000 Valid

CS3 0,679 0,000 Valid

CS4 0,549 0,000 Valid

CS5 0,576 0,000 Valid

CS6 0,730 0,000 Valid

CS7 0,717 0,000 Valid

CS8 0,679 0,000 Valid

CS9 0,549 0,000 Valid

CS10 0,576 0,000 Valid

CS11 0,730 0,000 Valid

CS12 0,717 0,000 Valid

CS13 0,679 0,000 Valid

Validity test : repurchase intention (Y2)

Question Pearson

Corelation

Sig

(2-Tailed) Describe

RI1 0,640 0,000 Valid

RI2 0,500 0,000 Valid

RI3 0,615 0,000 Valid

RI4 0,605 0,000 Valid

Reliability test Result

Variable Cronbach’s

Alpha Describe

Promotion 0,774 Reliabel

After-Sales Services 0.718 Reliabel

Customer Satisfaction 0.892 Reliabel

Re-purchase Intention 0.675 Reliabel

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Table 4.16

Correlation Coeficient

Correlations

Promotion AftersalesServices

CustomerSatisfaction

RepurchaseIntention

Promotion

Pearson Correlation 1 .301** .414** .660**

Sig. (2-tailed) .002 .000 .000

N 100 100 100 100

AftersalesServices

Pearson Correlation .301** 1 .427** .522**

Sig. (2-tailed) .002 .000 .000

N 100 100 100 100

CustomerSatisfaction

Pearson Correlation .414** .427** 1 .641**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

RepurchaseIntention

Pearson Correlation .660** .522** .641** 1

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Table 4.18

Correlation Coefficient Substructure I Model Summary

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .521a .272 .257 4.89553

a. Predictors: (Constant), AftersalesServices, Promotion

Table 4.19

Correlation Coefficient Substructure II Model Summary

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .802a .644 .632 1.06979

a. Predictors: (Constant), CustomerSatisfaction, Promotion,

AftersalesServices

121

Table 4.20

Variant Analysis of structures I

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 867.469 2 433.735 18.098 .000

b

Residual 2324.721 97 23.966

Total 3192.190 99

a. Dependent Variable: CustomerSatisfaction

b. Predictors: (Constant), AftersalesServices, Promotion

Table 4.21

Variant Analysis of Structure II

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 197.296 3 65.765 51.773 .000b

Residual 121.944 96 1.270

Total 319.240 99

a. Dependent Variable: RepurchaseIntention

b. Predictors: (Constant), CustomerSatisfaction, Promotion, AfterSales

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Table 4.22

Structure I t-test Result

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) 16.968 6.396 2.653 .009

Promotion .696 .201 .314 3.456 .001

AfterSales 1.021 .279 .332 3.658 .000

a. Dependent Variable: CustomerSatisfaction

Table 4.22

Structure II t-Test Results

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -.748 1.525 -.491 .625

Promotion .307 .049 .438 6.246 .000

AfterSales .230 .069 .236 3.350 .001

CustomerSatisfaction .108 .023 .341 4.609 .000

a. Dependent Variable: RepurchaseIntention

Table 4.23

Structure II Equation t-Test

The influence of Promotion, After-sales Services and

Repurchase Intention

No Hypothesis Path analysis t-count t-table Result

1 ρx1y2 ≠ 0 ρx1y2 = 0,307 6.246 1,66088 Ha

accepted

2 ρx2y2 ≠ 0 ρx2y2 = 0,230 3.350 1,66088 Ha

accepted

3 ρy1y2 ≠ 0 ρy1y2 = 0,108 4.609 1,66088 Ha

accepted

Source: Primary data is processed by SPSS 21.0, 2017

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