influence of sales promotion, brand image and …
TRANSCRIPT
INFLUENCE OF SALES PROMOTION, BRAND IMAGE AND PRODUCT
QUALITY TOWARD CUSTOMER SATISFACTION
(Study Case Helm KYT User In Ciputat)
By:
Radit Dwi Hadyan
1112081100005
MANAGEMENT DEPARTMENT
INTERNATIONAL PROGRAM
FACULTY OF ECONOMIC AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1438 H/2017 M
v
CURICULUM VITAE
A. Personal Data
Nama : Radit Dwi Hadyan
Place & Date of Birth : Jakarta, 22 July 1994
Gender : Male
Religion : Islam
Address : Jl. Nangka Blok i no 1, Pancoran Mas, Depok.
Tlp/Hp : 081908323304
E-mail : [email protected]
B. Education Data
1. Formal Education
SD Lazuardi GIS ` 2002 - 2007
SMP Lazuardi GIS 2007 - 2009
SMA Avicenna Cinere 2009 - 2012
Universitas Islam Negeri Syarif Hidayatullah Jakarta 2012 - 2017
2. Non-Formal Education
OSIS SMP Lazuardi GIS 2008-2009
vi
ABSTRACT
The purpose of this research is to analyze the influence of sales promotion, brand
image, and product quality toward customer satisfaction at KYT helmet user on
Ciputat. This type of research is quantitative. The data source of this research is the
primary data by sampling KYT helmet user using Purposive sampling with 100
respondents of helm KYT user. The method of this research is multiple linear
regression. Based on the results of analysis and discussion of the resulting data
which includes the influence of sales, brand image and product quality to customer
satisfaction showed that: (1) sales promotion significantly influence on customer
satisfaction directly (2) brand image significantly influence on customer satisfaction
directly (3) product quality significantly influence on customer satisfaction directly.
Based on the result of F test variable sales promotion, brand image and product
quality has significant influence simultaneously on process of customer satisfaction.
The most dominant variable is the variable product quality where t test is highest
among other variables.
Key Words: Sales Promotion, Brand Image, Product Quality, Customer Satisfaction
vii
ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh promosi penjulan,
brand image dan kualitas produk terhadap kepuasan konsumen pada pengguna helm
KYT di ciputat. Jenis penelitian ini adalah kuantitatif. Sumber data penelitian ini
merupakan data primer dengan mengambil sampel pengguna helm KYT.
Pengumpulan data dilakukan menggunakan purposive sampling dengan menyebarkan
kepada 100 responden pengguna helm KYT. Penelitian ini menggunakan metode
regresi linier berganda. Berdasarkan hasil analisis dan pembahasan dari data yang
diperoleh yang meliputi pengaruh promosi penjualan, brand image dan kualitas
produk terhadap kepuasan konsumen menunjukkan bahwa: (1) promosi penjualan
berpengaruh signifikan terhadap kepuasan konsumen secara langsung (2) citra merek
berpengaruh signifikan terhadap kepuasan konsumen secara langsung (3) kualitas
produk berpengaruh signifikan terhadap kepuasan konsumen secara langsung.
Berdasarkan hasil uji kualitas F variable promosi penjualan, citra merek, dan kualitas
produk memiliki pengaruh signifikan secara simultan terhadap proses kepuasan
konsumen. Variabel yang paling dominan adalah variabel kualitas produk dimana
hasil uji t memiliki nilai tertinggi di antara variabel lain.
Kata Kunci: Promosi penjualan, Citra Merek, Kualitas Produk, Kepuasan
Konsumen
viii
FOREWORD
Assalamualaikum Wr. Wb
Alhamdulillah hirabilalamin, I would say thanks to ALLAH SWT for all his
gift and bless. Best regards also to prophet Muhammad SAW for being role model to
all moslem in universe. So that I can complete this thesis to attain a Bachelor of
Economy Degree in UIN Syarif Hidayatullah Jakarta.
In the process of drafting and preparation of this thesis author realized that
thesis is far from perfect, because the perfection is only belong to ALLAH SWT, but
with effort, hard work, prayers, and never ending support given by families, friends,
girlfriends and faculty supervisor. I say thanks to the people who have helped me in
the preparation of thesis :
1. Thank you so much to my mother Ina Rostina and my father Achfas Prihatna
and my brothers Radin Pradana Wirayodha and Radifa Terza Fari that always
give me support and prayers that never stop during this time. Thanks for
reminder me, helping me, caring me, and teaching me patiently. Without
prayers and support from all of you, I was nothing in this world. Thanks for
everything. I always love you all.
2. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics and
Business of UIN Syarif Hidayatullah Jakarta.
3. Mr. Dr. Ade Sofyan Mulazid, MBA., MM and Ms. Yunia Silvia Sesunan, SE,
MM. as my supervisor, thank you so much for your recommendation, advice,
time, and knowledge during guide me to finish my thesis.
4. All the Lecturers and Employees of Faculty Economics and Business UIN
Syarif Hidayatullah Jakarta to teach me all of subjet about economy and
business
ix
5. My friend Muhammad Hassan, Azka Muhammad and Dita Nahlati thank you
so much for your big supporting me, time, and helping me to finish this
thesis.
6. All of my friends in International Program from batch 2012 until batch 2013. I
will missed every moment we spent together and I will always missed you
guys. Keep fighting and believe that we can achieve our dreams.
7. A lot of thanks to Amalgama and my band mate, Ari Gusmansyah, Naufal
Khozin and Dick perthinos Sebastian for supporting me, for the show and the
music.
8. Thanks to my room mates Fajar Sugiarto, Priyo Wicaksono, Aditya Yuda
Pradipta, Faiz Narendra Putra for your inspiration, time, and helping me
during finish my thesis
9. Gang Keluarga family thanks for every moment you given to me guys, I will
never forget every joke we have. Success for all of you.
10. The last but not least, my beloved Syarifah Nuryanti Basuki thank you for
everything. I really meant it from the deepest of my heart.
Finally, the author expect for any critics and suggestion that could improve
the content of this thesis, the author hopes to that the thought provoking contributions
can give benefit to the reader, hopefully this thesis could be worthwhile for all of us.
Amin
Jakarta, ………………………….2017
Radit Dwi Hadyan
x
LIST OF CONTENTS
COVER
ACCEPTANCE LETTER ............................................................................ i
CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. ii
CERTIFICATION OF THESIS EXAM SHEET ...................................... iii
STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .................. iv
CURICULUM VITAE .................................................................................. v
ABSTRACT ................................................................................................... vi
ABSTRAK ..................................................................................................... vii
FOREWORD ................................................................................................. viii
CONTENT ..................................................................................................... x
LIST OF TABLE ........................................................................................... xiii
LIST OF FIGURE ........................................................................................ xiv
CHAPTER I INTRODUCTION
A. Background ....................................................................... 1
B. Research Problem .............................................................. 10
C. Purpose of Research .......................................................... 11
D. Research Advantages ........................................................ 11
CHAPTER II LITERATURE REVIEW
A. Theoritical Framework ...................................................... 13
1. Sales Promotion .......................................................... 13
a. Definition of Sales Promotion ............................... 13
b. Measurement of Sales Promotion ......................... 14
xi
2. Brand Image ................................................................ 16
a. Definition of Brand Image ..................................... 16
b. Dimension Brand Image ........................................ 20
3. Product Quality ........................................................... 22
a. Definition of Quality ............................................. 22
b. Definition of Product ............................................. 22
c. Classification of Product ....................................... 23
d. Product Quality Definition ..................................... 24
e. Product Attributes ................................................. 24
f. Product Quality ..................................................... 25
g. Dimension of Product Quality .............................. 26
5. Customer Satisfaction ................................................. 27
a. Definition of Customer Satisfaction ..................... 27
b. Factor of Customer Satisfaction ............................ 29
c. Measurement of Customer Satisfaction..................30
B. Previous Research ............................................................. 33
C. Relationship between Variable...........................................38
D. Theoretical Framework ..................................................... 41
E. Hypotesis Research ........................................................... 42
CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research ............................................................. 43
B. Determination Sample Method ......................................... 44
1. Population ................................................................... 44
2. Sample ......................................................................... 44
C. Data Collection Technique ................................................ 46
1. Primary Data ............................................................... 46
2. Secondary Data ........................................................... 49
xii
D. Methods of Data Analysis ................................................. 50
1. Validity Test ................................................................ 50
2. Reliability Test ............................................................ 51
E. Classical Assumption Test ................................................ 51
1. Normality Test ............................................................ 51
2. Multicollinearity Test .................................................. 53
3. Heteroskedasticity ....................................................... 55
F. Hypothesis Test ................................................................. 56
1. t- Test (Partial Test) .................................................... 56
2. F – Test (Simultaneous Test) ...................................... 57
G. Multiple Linear Reression ................................................. 58
1. Similarity Multiple Linear Regression ........................ 58
2. Coefficient of Determination (Adjusted) .................... 59
H. Variable Operational Research ............................................... 60
CHAPTER IV RESULT AND ANALYSIS
A. General Overview Research Object .................................. 64
1. History Of KYT helm .................................................. 64
2. Vision and Mission Company ..................................... 66
3. Technology and Product ............................................. 66
4. Logo ............................................................................ 68
B. Discussion Of Questionnaire Result ................................. 69
1. Validity and Reliability Result .................................... 69
a. Result Of Validity Test ......................................... 69
b. Result Of Reability Test ........................................ 71
2. Descriptive Respondents .............................................. 71
a. Respondents by Gender ..........................................71
xiii
b. Respondents by Age .............................................. 72
3. Distribution of Respondents Answer .......................... 72
a. Sales Promotion (X1) ............................................. 72
b. Brand Image (X2) .................................................. 73
c. Product Quality (X3) .............................................. 75
d. Customer Satisfaction (Y) ..................................... 76
C. Classical Assumption Test Result ..................................... 78
1. Data Normality Test Result ......................................... 78
2. Test Result Multicollinearity ...................................... 81
3. Test Result Heteroskedastity ....................................... 82
D. Hypothesis Test Result ...................................................... 84
1. Partial Test Result Significance (t test) ....................... 84
2. Significance Simultaneous Test Result (Test F) ......... 87
F. Result of Multiple Linear Regression Analysis ................ 88
G. Coefficient of DeterminationTest Results
(Adjusted R²) ..................................................................... 91
CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusions ....................................................................... 93
B. Implication ........................................................................ 93
REFERENCES .............................................................................................. 96
xiv
LIST OF TABLE
Table 1.1 Sales of Transportation from 2016-2012 ...................................... 1
Table 1.2 Helmet Brand That Have Indonesia National Standard ............... 3
Table 1.3 Top Brand Helmet Category ........................................................ 4
Table 2.1 Table Preview Research ................................................................ 34
Table 3.1 Likert Scale .................................................................................. 49
Table 3.2 Operational Variable .................................................................... 60
Table 4.1 Validity Test Results ..................................................................... 69
Table 4.2 Result Of Reability Test ............................................................... 71
Table 4.3 Respondents by Gender ................................................................ 72
Table 4.4 Respondents by Age ..................................................................... 72
Table 4.5 Respondents Answers Regarding the Sales Promotion ................ 73
Table 4.6 Respondents Answers Regarding the Brand Image ...................... 74
Table 4.7 Respondents Answers Regarding the Product Quality ................. 75
Table 4.8 Respondent Answers Regarding the Customer Satisfaction ......... 77
Table 4.9 Normality Test Results in Statistics ............................................. 80
Table 4.10 Test Results Multicollinearity .................................................... 82
Table 4.11 Partial Test Results Significance (t test) .................................... 85
Table 4.12 Simultaneous Significance Test Results (Test F) ...................... 87
Table 4.13 Results of Multiple Linear Regression Analysis ........................ 88
Table 4.14 Coefficient of Determination Test Results (Adjusted R²) .......... 92
xv
LIST OF FIGURE
Figure 2.1 Conceptual Thinking .................................................................. 41
Figure 4.1 Logo of KYT helm ..................................................................... 68
Figure 4.2 Normality Test Result in Graph .................................................. 79
Figure 4.3 Heteroskedasticity Test Results in Graph (Scatterplot) ............... 83
1
CHAPTER I
INTRODUCTION
A. Background
Indonesia is a motorcycle country, people nowadays use
motorcycle for transportation, even they have car or they don’t have
motorcycle they using ojek online like GO-JEK. Crowd and traffic jam in
Jakarta make motorcycle as the best choice for avoiding that things.
It’s hard to use car for work or school in Jakarta, because
government policy make it harder, for example is 3 in 1 policy, people in 1
car should include 3 people minimum, if not you are breaking the law, and
police will caught you and take your car license. As you can see below.
Source: Kantor Kepolisian Republik Indonesia
Table 1.1
Sales of Transportation from 2006 - 2012
Year Car Bus Truck Motorcycle Total
2006 6035291 1350047 3398956 32528758 43313052
2007 6877229 1736087 4234236 41955128 54802680
2008 7489852 2059187 4452343 47683681 61685063
2009 7910407 2160973 4452343 52767093 67336644
2010 8891041 2250109 4687789 61078188 76907127
2011 9548866 2254406 4958738 68839341 85601351
2012 10432259 2273821 5286061 76381183 94373324
2
As the table above motorcycle is the highest number of sales above
sales of motorcycle are increasing significantly per year. And with the
total 76.381.183 number of motorcycle sales makes motorcycle is the best
choice of people transportation in Jakarta.
Helm (Dutch: Helmet) is a form of body protection is worn on the
head and usually made of metal or other hard materials such as Kevlar,
fiber resin, or plastic. Helmets are typically used as head protection for a
variety of combat activities (military), or civic activities such as sports,
mining, or drive. Helmets can provide additional protection on the part of
the head (depending on its structure) from falling objects or high speed.
In some countries, mandatory helmet use for motorcyclists, and
some even require it for non-motorized cyclists. In the UK only Sikhs are
allowed to not wear a helmet because it must wear a turban. From year to
year the amount of motorcycle is increasing so fast.
Helmets are used to protect the head in the event of a traffic
accident on the motorcycle users. First of all conceived to require for use
in Indonesia by the Chief of Police Hoegeng.
So with the domination of motorcycle user in Indonesia,
government makes some rule for motorcycle user for the safety of the rider
and people in the street. The example is rider must using helmet (standard
national Indonesia), turn on the lamp in the day, no loud and noises
exhaust, etc. On UU number 22 year 2009, motorcycle user that not
3
wearing a standardized helmet will get caught by police and pay a fine
maximum Rp. 1 million.
Table 1.2
Helmet brand that have Indonesia national standard
1 NHK 8 GM 15 INK
2 MAZ 9 MIX 16 BMC
3 KYT 10 MDS 17 BESTI
4 HIU 11 JPN 18 SHC
5 CROSX 12 SMI 19 HBC
6 OTOKOGI 13 CABERG 20
7 CARGLOSS
HELMET
14 VOZ
Source: Traffic Management Center Kepolisian Daerah Metro Jaya
Table 1.2 above is the list of helmet brand that already have
Indonesia national standard, there are 19 brand that already accepted by
Indonesia police metro jaya.
From the brand listed above, researcher likes to choose KYT
helmet as a main topics for this thesis. KYT is one a popular Indonesian
helmet, the durability and resistance of KYT is very good. KYT helmet is
a form of body protection is worn on the head and usually made from high
quality of metal or other hard materials such as Kevlar, fiber resin, or
plastic. That make KYT become 10 top brand qualities from helm
category.
4
Table 1.3
Top brand helmet category
Source: www.topbrand-award.com
Based on the table 1.3 above KYT is the top brand of helm above
INK and BMC, Although they have same quality and Indonesia national
standards, KYT is still the top brand which has 27,9% meanwhile INK get
16,9% TBI and BMC get 13,9% TBI.
Top Brand Index (TBI) is calculated based on the measurement of
three parameters derived from the survey results directly to the customer a
product / service of various brands in a particular category. The first
parameter is top of mind brand awareness (TOM BA), which is an
indicator of the extent to which a particular brand strength to master the
minds of customers (mind share). The second parameter is the last usage
5
(LU), which is a brand that respondents use the current / last time (market
share). The third is a future intention (FI), which is an indicator of
respondents' loyalty to the brand product / service you want used /
consumed in the future (www.frontier.co.id).
So we know that KYT is strong brand, with the 1st rank top brand
index, but the question is, is it true that people mind to use KYT because
of this matter? Because of top brand index? Or maybe the other variable or
aspect are more influencing the customer satisfaction? Thats why author
want to use KYT as a study case in this research.
KYT was born as a "Racing Idea Project" inspired by its founder
Mr. Eddy Tedjakusuma, who since 1980 has been successful to create PT
TARA group as one of the biggest helmet production manufacturing in the
world until today. With growing market predominantly in Asia and the
world, PT TARA today has been regarded as the main global manufacture
extensively focus on motorcycle helmet production with its in-house plant
facilities totaling to 100,000 m2.
The idea project started in 1998. It is the creation of a brand that
identifies itself as RACING DNA that is to produce helmet with its intense
focus on quality and attributes of motorsport racing performance helmet.
Therefor KYT is born based on that idealistic philosophy.
The philosophy lies in presenting the highest value helmet by
replicating and maintaining the highest qualities and attributes of a
premium racing helmet, at an acceptable value point to the world-wide
6
customer. Each of KYT helmet shall have inside the racing know-how
whether it is for helmet from street use until professional racing helmet.
Thanks to the extensive experience in producing many private
label well-known brand premium motorcycle helmets worldwide, KYT
has adopted the strict manufacturing process and precision norm with the
latest technology.
KYT has fast forwarded to become important brand benefitting
from constant research and acquisition of latest technology to create
premium motorcycle racing helmet. It has its Research and Development
and Design facility based in Italy, Europe. KYT presents to customer
selected models that start from entry level to high-end professional racing
helmet. Source from http://www.kythelmet.com
From the table and article above, we can proof that KYT helmet is
number 1 top brand and according to Rizwanalam (2013) branding is a
continuous and integrated act of connecting the supplier, consumer, and
publics through the promised delivery. Various elements of brand like
packaging, personality, identity, association, and so on are directed
towards the consumer to induce them into eying, trying, and buying the
offering wrapped to deliver and delight the user, failure of which results in
cognitive dissonance and even eventually defection. A brand switch does
not necessarily imply the buyer’s permanent departure from the same;
rather it can be an indicator of several personal and non- personal factors.
However, a strong, unique, and favorable brand is potent enough to
7
sensitize, gravitate, and retain the buyers on long term basis. Some
consumers are just die-hard fans of some brands without which their life
appears to be deprived. Such buyers advocate in the market, so the brand
image of KYT helmet is strong it been proof by the top brand and the
article that KYT company made.
Also in 2016 Espargaro helmet suddenly one of the attention this
season, especially by the people of Indonesia. Especially if the reason
instead helmet he used was the product of the company's helm KYT
Indonesia. (source : sports.okezone.com)
The excitement 2016th MotoGP this season must be passed by
watching the show with MotoGP. As euphoria excitement that appears in
Bandung (8/5), Medan (22/5), Makassar (14/8), Malang (4/9) in watching
the show with MotoGP alongside Helm KYT. Is not only watching
motogp together, Helm KYT also open a booth which presents a variety of
exciting games on watching the show with MotoGP. The winners get a
new helmet from KYT games. there is also a Quiz On Air with cash prizes
of helmets KYT offerings and Trans 7. Source from
http://www.sport.detik.com.
From the article above, the sales promotion that has been used by
kyt company is event marketing. according to Kotler and Armstrong
(2014: 503-504) Event marketing (or event sponsorships) they can create
their own brand-marketing events or serve as sole or participating sponsors
of events created by others. The events might include anything from
8
mobile brand tours to festivals, reunions, marathons, concerts, or other
sponsored gatherings
Sympathetic Jaya operation which has been running since March 1,
2016 and has been completed on this day, March 21, 2016. The activities
that have been conducted th roughout Indonesia for 21 days running with
the outcome of the case are quite a lot, especially in the city of South
Tangerang.
The number of cases acquired during Sympathic Operation by the
Traffic Unit (Traffic) Tangsel is 1,151 cases and that number does not
include the last day. The figure is the number of cases one traffic violation
because by then Police Chief Unit Accidental South Tangerang, Ipda Harri
Rahmat citizen awareness of traffic regulations is still very minimal.
According to Ipda Harri "Due to lack of awareness, the average
human factor is lacking,”. Sympathic Operation performed at any point
South Tangerang region is most widely obtained that traffic violations are
violations of the helmet and driver's license, especially in the area of
Ciputat and Serpong as indeed in the two regions that is most widely
obtained infraction. "The area are often caught are Ciputat and Serpong
with the offense of helmet and driver's license but it is also the most
number of cases in South Tangerang,".
However, Ipda Harri Rahmat revealed, the case in South
Tangerang are decreased as in the case of traffic accidents in November
amounted to 108 cases whereas now only 4 cases accident then. It
9
happened because the traffic police unit always act as an appeal to the
public of the importance of obeying traffic. Traffic police unit hope South
Tangerang society aware of the traffic rules that have been created since
this is the key to safety in driving. "The hope is that people in South
Tangerang can obbey traffic and make safety the number one, Source
from. www.tangerangonline.co.id
From Interview above, Researcher conclude that Ciputat is the part
of the South Tangerang. Connector between Jakarta and Tangerang. Then
it is also very natural if many people who work in Jakarta is live in
Ciputat. Traffic Violation of The Motorcycle user is very often caught in
Ciputat. Researcher thinks that Ciputat Helmet user is low. So research are
suitable for customer satisfaction of KYT user. If they satisfied with Helm
that biker use. i think they would use helmet properly. but in fact, why the
violation still high?.
This research has been inspired by Muhammad Ehsan
Malik,Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal journal with title
Impact of Brand Image, Service Quality and price on customer satisfaction
in Pakistan Telecommunication sector, from International Journal of
Business and Social Science Vol. 3 No. 23. The journal conclude that the
results of this study suggest that brand image, service quality and price are
correlated to customer satisfaction. Whereas, improvements in brand
image have resulted in increased customer satisfaction.
10
So this research is quite similiar with some variable in my research.
Research as explain above is using brand image, service quality and price
on customer satisfaction, meanwhile this research only use two of the
variable from the research as explain above, brand image as X2 and
customer satisfaction as Y.
The object of Muhammad Ehsan Malik,Muhammad Mudasar
Ghafoor, Hafiz Kashif Iqbal journal is telecommunication sector in
pakistan in service business, and it’s different with KYT helmet as product
in Indonesia. Also the culture of the country and the people in Pakistan is
quite different/ with this different object and study case researcher is
interested to know, is this aplicable at Indonesia especially in Jakarta.
So based on the background above, the writer is interested to do a
research with the title “Influence of Sales Promotion, Brand Image and
Product Quality toward Customer Satisfaction”.
B. Research Problem
Based on the background that the author has described, the
formulations of the problem are:
1. Does promotion sales significantly influence towards customer
satisfaction to KYT helm?
2. Does brand image significantly influence towards customer
satisfaction to KYT helm?
11
3. Does quality of product significantly influence towards customer
satisfaction to KYT Helm?
4. Do promotion sales, brand image, and product quality significantly
influence simultaneously towards customer satisfaction to KYT helm?
C. Purpose of Research
Based on the questions above, the purposes of this research are:
1. To analyze the influence of promotion sales towards customer
satisfaction to KYT helm.
2. To analyze the influence of brand image towards customer
satisfaction to KYT helm.
3. To analyze the influence of product quality towards customer
satisfaction to KYT helm.
4. To analyze the influence of promotion sales, brand image, and
product quality simultaneously towards customer satisfaction to KYT
helm.
D. Research Advantages
1. Theoretical
a. For the author, this research can improve the author’s knowledge
and this topic can always be used in every kind of business. This
research is also done in order to graduate as a Bachelor of
Economics of State Islamic University Jakarta.
12
b. For the reader, this research can improve the knowledge and make
them more open minded to the business.
c. Expected to support the theory about the same topic in the field of
strategic marketing and provide new views and insights that will
support the existence and development of the theory of
management and marketing, and contribute to increase knowledge
about brand image, product quality, sales promotion and customer
satisfaction.
2. Practical
a. For company, the result of this research can be used to improve the
strategy of KYT Helmet Company because the results are based
from customer’s satisfaction.
b. For Islamic State University (UIN) Jakarta, the research can also
be used for other students in order to help the students to finish
their thesis.
c. For reader and Another Research, I hope people who read this
research will feel easy to read the methods of this research.
13
CHAPTER II
LITERATURE REVIEW
A. Theoritical Framework
1. Sales Promotion
a. Definition of Sales Promotion
Promotion is a vital tool that helps the marketer to achievement
their sales target and increase the company’s profit Alvarez and
Casielles (2005). Marketing literature supports this fact that the regular
customers, who purchase the product frequently, are profitable and are
primary concern of the companies (Nagar, 2009). Peattie K.J. and
Peattie S. (1994) in Saeed (2013) defined the sales promotion as
marketing activity specific to a group of customers, a particular place
and or time bound, which encourages an immediate or direct response
from customer by offering additional valuable benefits.
Sales Promotion, a key ingredient in marketing campaigns,
consist of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of particular products
or services by consumers or the trade (Kotler and Keller, 2012:541).
Meanwhile, According Kotler and Armstrong (2014:501),
Sales promotion consists of short-term incentives to encourage purchase
or sales of a productor service. Whereas advertising offers reason to buy
a product or service, sales promotion offers reasons to buy now.
14
A conclusion can be drawn that reflect a sales promotion incentives
and prizes to get customers to buy the company's products at the present
time as opposed to buying later. Sales promotion generates consumer
response faster in sales. Growth of sales promotion may reflect higher
corporate priority, it relates to sales compared with the establishment of
the brand in the long term. Sales promotion can be directed to
customers, retailers and other salespeople. Customers will be happy to
buy our products if given coupons discounts, pricing packages and
other gifts. Retailers also would work harder if given offer price
discounts, as well as display ads, and free products. Retailers will
operate more viable if the holding contests with prizes for the best
performance.
b. Measurement of Sales Promotion
According to Kotler and Armstrong (2014: 503-504)
Consumer promotions include a wide range of tools—from samples,
coupons, refunds, premiums, and point-of-purchase displays to
contests, sweepstakes, and event sponsorships.
1) Samples are offers of a trial amount of a product. Sampling is
the most effective—but most expensive—way to introduce a
new product or create new excitement for an existing one.
2) Coupons are certificates that give buyers a saving when they
purchase specified products. Most consumers love coupons..
15
Thus, most major consumer goods companies are issuing fewer
coupons and targeting them more carefully.
3) Cash refunds (or rebates) are like coupons except that the price
reduction occurs after the purchase rather than at the retail
outlet. The customer sends a “proof of purchase” to the
manufacturer, which then refunds part of the purchase price by
mail.
4) Price packs (also called cents-off deals) offer consumers
savings off the regular price of a product. The producer marks
the reduced prices directly on the label or package. Price packs
can be single packages sold at a reduced price or two related
products banded together. Price packs are very effective—even
more so than coupons—in stimulating short-term sales.
5) Premiums are goods offered either free or at low cost as an
incentive to buy a product.
6) Advertising specialties, also called promotional products, are
useful articles imprinted with an advertiser’s name, logo, or
message that are given as gifts to consumers. Typical items
include T-shirts and other apparel, pens, coffee mugs,
calendars, key rings, mouse pads, matches, tote bags, coolers,
golf balls, and caps
7) Point-of-purchase (POP) promotions include displays and
demonstrations that take place at the point of sale. Chances are
16
good that you were tripping over aisle displays, promotional
signs, “shelf talkers,” or demonstrators offering free tastes of
featured food products.
8) Contests, sweepstakes, and games give consumers the chance
to win something, such as cash, trips, or goods, by luck or
through extra effort. A contest calls for consumers to submit an
entry—a jingle, guess, suggestion—to be judged by a panel
that will select the best entries. A sweepstakes calls for
consumers to submit their names for a drawing. A game
presents consumers with something—bingo numbers, missing
letters—every time they buy, which may or may not help them
win a prize. Such promotions can create considerable brand
attention and consumer involvement.
9) Event marketing (or event sponsorships) they can create their
own brand-marketing events or serve as sole or participating
sponsors of events created by others. The events might include
anything from mobile brand tours to festivals, reunions,
marathons, concerts, or other sponsored gatherings.
2. Brand Image
a. Definition of Brand Image
Brand image is pivotal in apparel purchase behavior
because it impacts consumer preferences and purchase intentions as
17
well as their willingness to pay a premium price and recommend the
brand to others. In fact, brand image is often the most important
consideration in purchasing apparel products, Online consumers are
often more receptive to products with a strong brand image because
companies with a strong brand image benefit from a “halo effect”
when establishing a presence in a new retail channel A strong brand
image leads to increased sales, greater gross margin, and improved
ROI. (Forsythe, Kwon and et.all, 2008)
In the other opinion Branding is an integrated strategic
act of developing, positioning, and offering the commercially viable
and socially satisfying solution through unique identity in a
competitive market. Branding exercise has been so vitally needed in
marketing program in today’s dog-eat-dog competition that none of
the professionally managed organizations of any size can afford to
underscore its values, on commercial and consumer turf, in the
least. When it is conceived and fortified to multilaterally delight the
customers, brand continues to glue to mind and heart of the patrons.
Recent time has resoundingly convinced the brand builder to infuse
endurance and sustainability in brand elements. In this perspective,
the marketer either as a habitual innovator or laggard has turned to
green marketing, which has benefitted them on commercial,
environmental, and social front on intermediate and long term base.
(Rizwanalam, 2013).
18
Branding plays a vital role in creating the difference in the
market. Strong brands constitute the largest asset for many firms
(Leone and Raggio, 2009). In the cluttered products and service, a
unique brand, no matter what strength, helps the seller and buyer to
enter transaction with trust, confidence, assurance, and association,
etc. Historically, branded products are deemed to be of superior
quality, pricy, from a reputed company of global or regional scale.
This holds true to service industry, consumer goods, or business
goods. “Branding is not just for tangible goods; it is a principal
success driver for service organizations as well (Berry, 2000 in
Rizwanalam, 2013)
In the other side Thakur and Singh (2012) said that Brand
image has been conceptualization and operational in several ways.
Measurement of brand has been done on the basic of the attributes, on
the basic of the brand benefit and value, an also can be measured on
the basic of the brand image scale. On the basic of the above
definition marketer can easily identify the weakness and strength
of their particular brand and also helpful to understand customer
perception about their product or service, Brand is a symbol or sign
which is helpful for customer to identify the product, a company
which have product with favorable brand image by the public surely
gained better position in the market also can be sustain competitive
advantage and increased number of market share.
19
Some of the research has been found that favorable brand
image always helpful to lead customer satisfaction in order to create
loyal customer base. Brand image is a mental setup developed by the
customer on the basis of few selected impression from the particular
branded product and as the set of beliefs, idea and impression that
person hold regarding as an object, in the other hand brand image is
the set of perception about a brand as reflected by brand association in
memory.
A successful brand image enables consumers to identify the
needs that the brand satisfies and to differentiate the brand from its
competitors, and consequently increases the likelihood that consumers
will purchase the brand. A company or its product/ services which
constantly holds a favorable image by the public, would definitely
gain a better position in the market, sustainable competitive
advantage, and increase market share or performance an image is
the mental construct developed by the consumer on the basis of a
few selected impressions among the flood of the total impressions, it
comes into being through a creative process in which these selected
impressions are elaborated, embellished, and ordered. However
defined brand image as "a cluster of attributes and associations that
consumers connect to the brand name. Brand image has been
conceptualized and operational in several ways. It has been measured
based on attributes. Measuring image based on the above definition
20
would help marketers to identify the strengths and weaknesses of their
brand as well as consumers' perceptions toward their product or
services. (Sondoh Jr, Omar and friends: 2007).
b. Dimension of Brand Image
Branding is a continuous and integrated act of connecting
the supplier, consumer, and publics through the promised delivery.
Various elements of brand like packaging, personality, identity,
association, and so on are directed towards the consumer to induce
them into eying, trying, and buying the offering wrapped to deliver
and delight the user, failure of which results in cognitive dissonance
and even eventually defection. A brand switch does not necessarily
imply the buyer’s permanent departure from the same; rather it can be
an indicator of several personal and non- personal factors. However, a
strong, unique, and favorable brand is potent enough to sensitize,
gravitate, and retain the buyers on long term basis. Some consumers
are just die-hard fans of some brands without which their life appears
to be deprived. Such buyers advocate in the market (Rizwanalam,
2013)
According to Keller, (2013:77) said that measuring brand image
can be performed based in the aspect of a brand, which is
strengthness, uniqueness and favorability.
1) Strengthness
21
The more the individual thinks about product information and connect
it with the existing brand knowledge, the stronger the brand
association would be generated. Factors affecting the outcome of this
are a marketing communications program that was created to foster
the image of the brand in the minds of audiences and a consistent
marketing communications program at a time and all the time.
2) Favorability
Associations that are beneficial to the brand are associations tha
consumer desired, such as the form of comfort, reliable products,
messages can be delivered by a product or marketing communications
programs that supports. Favorable lead to the ability of the brand to be
easily remembered by consumers. Favorable is the associations that
can be expected by the target audience and successfully delivered by a
product through marketing communications program that supports the
product.
3) Uniqueness
The core of this association is the brand must have a sustainable
advantage or have a unique selling proposition to give reasons why
consumers should buy it. Uniqueness aspects depends on two factors
presented by the marketing communications program or balancimg
when compared to other product brand associations and extent of
marketing communications programs have an element of difference
when compared to other product brand associations.
22
A brand should have the advantage of being a reason for
consumers to choose a particular brand. The uniqueness of brand
associations can be based on product attributes, product functionality
or image that consumers enjoyed.
3. Product Quality
a. Definition of Quality
Kotler and Keller (2009:143) stated quality quality is the totality of
features and characteristics of the products or services that depend on its
ability to satisfy stated or implied needs. This is clearly a customer-
centered definition. Companies that satisfy most of the needs of its
customers all the time referred to qualified companies.
b. Definition of Product
According to Kotler (2000:23) the product is anything that can be
offered to the market to be considered, owned, used, which can satisfy
the desires or needs.
Like in Buchari (2007:139) also states that the product is anything
that can be offered in the market, to satisfy the needs and desires of
consumers. The products consist of goods, services, experiences, events,
people, places, ownership, organization, information, and ideas.
The products have a broad understanding of all things that are
offered, owned, used, or consumed so as to satisfy the desires and needs
23
shall include physical, services, people, places, organizations and ideas
Kotler (2002:3).
Furthermore, the product is further described by Lamb, Charles et. al
(2001:414) Product is defined as everything whether favorable or not
obtained by a person through the exchange.
This is further strengthened by the statement Amstrong and Kotler
(2004:337) states that the product is all that can be offered to a market for
attention, owned, used, or consumed which can satisfy the desires or
needs of the wearer.
c. Classification of product
According to Kotler and Armstrong (2004:342) showed that based
on consumers who use, products and services can be divided into two
categories: consumer products and industrial products.
1) Consumer Products
Consumer products are products purchased by final consumers for
consumption personally. The division is convenience product, shopping
product, speciality product, unsought product.
2) Industrial Products
Industrial products are products purchased for the purpose of
further processing or used to run a business. Three categories of products
and services are raw materials and spare parts, capital goods, services and
equipment. raw materials and spare parts and materials include raw
materials and spare parts factory. Raw materials consist of agricultural
24
products (wheat, cotton, fruits, and vegetables) and natural products (fish,
timber, crude oil, iron ore). Materials and spare parts manufactured
consists of component materials (iron, cement, cable) and spare parts
kompenen (small motors, tires) is the capital goods industry product
which helps the production or operation of the buyer, which includes the
installation of equipment and accessories.The last group is the product
industry supplies (supplies) and services. equipment include operating
supplies (lubricants, coal, paper, pencil).
d. Product Quality Definitions
The product quality according to Kotler and Armstrong (2006:225)
is the ability of a product to perform its functions which include
durability, reliability, accuracy of the resulting, ease of operation and
improved also useful values of other attributes as a whole.
To achieve the desired product quality, we need a standardizatio of
quality. This method is intended to ensure that the products meet the
established standards so that consumers will not lose confidence in the
product concerned. Marketers who do not pay attention to the quality of
the products offered will bear no loyal consumers that their product sales
will tend to decline. If marketers pay attention to quality, even reinforced
by advertising and reasonable price, the consumer would not think long
to make purchases of products.
e. Products Attributes
25
Development of products and services requires defining the
benefits that will be offered. Benefits are then communicated and
delivered by product attributes such as quality, features, style and design.
f. Product Quality
The ability of a product to perform its functions capabilities
include durability, reliability, accuracy is generated, and improved ease
of operation, and other valuable attributes to the overall product. Kotler
and Armstrong (2004: 347).
1) Product Features
A product can be offered by sharing feature. An initial model
without additional accompanying such products become the starting
point. Companies can create a higher level models by adding various
features. Features a competitive tool to define the company's products
against similar products that become competitors. Being the earliest
manufacturers who recognize the new features are needed and valued
to be one effective way to compete. Kotler and Armstrong (2004:348).
2) Design
Design issues (design) of a product has become one of the factors
that need serious attention of management, especially new product
development team, because the intended target consumers are not a
few who began to question the design (scheme would) a product that
is able to meet the needs and desires that affect how the appearance
26
and function of a product in terms of customer needs, Anggipora
(2002:175).
3) Brand
Brand is a name, word, symbol, or design, a combination of
everything that will identify the manufacturer or seller of particular
products and services, Kotler and Armstrong (2004:349).
4) Packaging
Packaging is the activity of designing and producing the container
or wrapping products. Kotler and Armstrong (2004:359).
g. Dimension of Product Quality
Dimensions of the product quality according to Tjiptono an
Chandra (2011:193) argues, that the quality of the product has several
dimensions, among others:
1) Performance
It is the main operation’s characteristic of the core product that is
bought. For instance: speed, comfort, and easiness.
2) Feature
It refers to characteristics that supplement the product’s basic
performance.
3) Reliability
It is little possibility of experiencing damage or failed to be used
and it happens to the product that has been bought.
4) Conformance to Spesifications
27
It is how far the characteristics of design and operation fulfill the
standards that have been previously determined.
5) Durability
It relates to the measure of the product’s expected operating life.
6) Service Ability
It encompasses speed, competence, comfort, easiness to be
repaired, and complaint handling that satisfy consumers.
7) Esthetics
It is product appeal towards the five senses. For instance: good
field, fancy office, colors, artistic design.
8) Perceived Quality
It refers to image and reputation of the product along and the
corporate responsibility towards product. Normally, due to lack of
buyer’s knowledge towards attributes or features of product that will
be bought, then buyers perceive quality of product based on the
aspects of price, brand name, advertising, the company’s reputation,
and origin countries of manufacturers.
4. 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
28
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, 2007).
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 satisfaction.
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 increase customer satisfaction and at the end its
29
satisfaction can create loyalty or customer loyalty.
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.
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:
1) Customer value, namely:
(a). Accept customer complaint.
(b) Responses customer complaint.
(c) Have many types of services.
(d) Give good information to customer.
2) Customer Response, namely :
(a) Keep loyal for a long time.
(b) Buy more when company introduce new product and renew
existing product.
(c) Talk a good thing about the company product.
(d) Give a little attention to brand and advertising competitor.
(e) Offering the service or product ideas to company.
3) Customer perception, namely :
30
1) Customer feels satisfied with process and services
provided.
2) Customers feel safe and comfortable when have a deal to
company.
3) Give an advice to customer complaint either through the
suggestion box or e-mail.
c. Measurement of Customer Satisfaction
Kotler and Amstrong (2014:148) discuss several methods to
measure customer satisfaction, which are:
1) 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.
2) 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.
31
Customer satisfaction survey is divided into four categories, which
are:
(a) 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 use to collect the customer
opinion and needs which can give the result called the
customer satisfaction index. This customer satisfaction
indexes the standard of company needs to maintain.
(b) Derived dissatisfaction: The question that being asked
included two aspects, how high is the customer expectation
in the certain attribute, and how high is the performance that
customer’s feel of this attribute.
(c) Problem analysis: The respondents are being asked to
describe two things; the problem which related with the
company offer and suggestion for improvement.
(d) Importance performance analysis: The respondents are
asked to rate the services according to the customer
importance and company performance in each attributes.
(e) 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
32
how the company and its competitors in serving customer
demands, answering customer question, and solve any
problems or customer complaints.
(f) 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.
(g) 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.
According to Sondoh Jr. et. al (2007) in Thakur and Singh (2012)
Customer satisfaction is the accumulated experience of a customer’s
purchase and consumption experiences. Satisfaction may be defined
as expectation before purchase and perception about performance after
purchase, The expectancy disconfirmation paradigm suggests that
consumers are satisfied when the product perform better than expected
(positive disconfirmation), dissatisfied when consumers' expectations
exceeded actual product performance (negative disconfirmation), and
33
neutral satisfaction when the product performance matches
expectations (zero disconfirmation or confirmation).
B. Previous Research
Table 2.1 below shows the previous research that has been conducted
by some of the researchers. The results can be stated, as follows:
34
Table 2.1
Table Previous Research
No Researcher
(Year)
Title Methodology Result
Similarities Differences
1 Shaharudin
Jakpar,
Angelyn Goh
Sze Na, Anita
Johari ,Khin
Than Myint
(2012)
Examining the
Product Quality
Attributes That
Influences
Customer
Satisfaction Most
When the Price
Was Discounted: A
Case Study in
Kuching Sarawak
International
Journal of Business
and Social Science
Vol. 3 No. 23;
Product
quality and
customer
satisfaction
The size of
company
and
different
type of
goods itself.
The conclusion resulted from this study is drained in
two aspects of finding as well as the contribution of
the study. There is significant in the product quality
towards the level of customer satisfaction of a
discounted product quality. There is also interaction
of difference with customer satisfactory and gender
with customer satisfactory of discounted product
qualities components or attributes of product quality
for a discounted product to customer satisfaction.
There is relationship between factors in the product
quality towards the level of customer satisfaction of
a discounted product quality
2. Muhammad
Ehsan Malik,
Muhammad
Mudasar
Ghafoor,
Hafiz Kashif
Impact of Brand
Image, Service
Quality and price
on customer
satisfaction in
Pakistan
Brand image
and customer
satisfaction
The type of
company,
service
quality and
price.
The results of this study suggest that brand image,
service quality and price are correlated to customer
satisfaction. Increase in price has shown to have a
negative impact on customer satisfaction. Whereas,
improvements in brand image have resulted in
35
No Researcher
(Year)
Title Methodology Result
Similarities Differences
Iqbal (2012) Telecommunicatio
n sector
International
Journal of Business
and Social Science
Vol. 3 No. 23
increased customer satisfaction and improved brand
loyalty. Service quality has the strongest correlation
and any increase results in a positive impact on
customer satisfaction. This study aims to help
telecom service provider’s to gain a competitive
edge in the market by getting an idea of the
preferences of the people and then focusing the areas
that require improvement.financial Distress and
Leverage not significantly influencing Accounting
Conservatism.
3. Kim-Choy
Chung (2014)
Customer
satisfaction of
priced-basedsales
promotion
techniques: a
Central Asian
perspective
The Kazakh-
American Free
University
Academic Journal
№6
Sales
promotion
and customer
satisfaction
Priced-
based sales,
regional and
perspective
This study revealed that customers are most satisfied
with percentage discount of specific product and
membership discount for future (storewide)
purchases. Coupons for specific product discount
generated the less satisfaction. Women are more
satisfied than men with membership discount (for
future purchases) while men are more satisfied than
women with percentage discount for specific
product. There is no evidence to suggest that low or
high values purchases (>USD350) have on an
impact on customer satisfaction with price-based
sales promotion techniques. The limitations of this
36
No Researcher
(Year)
Title Methodology Result
Similarities Differences
study are, first, the questionnaire survey is
dependent on the respondent’s own account of their
behavior, attitude or perception. Second, the low
samples in this survey may be misrepresentative of
the whole Kazakhstan population. Also, variation
among the population at the level of interest in the
research topic can result in a biased,
unrepresentative response.
4. Shahroudi,
Kambiz
Naimi,
Seyedeh
Safoura
(2014)
Brand Image on
Customer
Satisfaction and
Loyalty Intention
(Case Study:
Consumer of
Hygiene Products)
International
Journal of
Engineering
Innovation &
Research
Volume 3, Issue 1,
ISSN: 2277 – 5668
Brand image
on customer
satisfaction
Object the
consumer
hygiene
product.
According to obtained results and performed
statistical analysis there is no reason to reject two
hypotheses of three research hypotheses, that are the
impact of brand image on customer satisfaction, and
the impact on customer satisfaction on loyalty
intention; and the hypothesis of the impact of brand
image on customer loyalty intention rejected; In
other words, this research has not found a direct
relationship between brand image and customer
loyalty intention, rather the brand image due to
customer satisfaction will affect customer loyalty
intention; and finally, it can say, customers are
satisfied as a result of using hygiene products with a
strong brand image, and prefer continue buying that
product.
37
No Researcher
(Year)
Title Methodology Result
Similarities Differences
5. Asghar
Afshar
Jahanshahi,
Mohammad
Ali Hajizadeh
Gashti, Seyed
Abbas
Mirdamadi,
Khaled
Nawaser,
Seyed
Mohammad
Sadeq
Khaksar
(2015)
Study the Effects
of Customer
Service and
Product Quality on
Customer
Satisfaction and
Loyalty.
International
Journal of
Humanities and
Social Science Vol.
1 No. 7; [Special
Issue –June 2011]
Product
quality and
customer
satisfaction.
Its both
product and
service, also
the
difference
of the
company
In this research, we address the following questions
that are becoming increasingly important to
managers in automotive industries: is there a
relationship between customer service and product
quality with customer satisfaction and loyalty in the
context of the Indian automotive industry? If yes,
how is the relationship between these four variables?
The automotive industry in India is one of the largest
in the world and one of the fast growing globally.
Customer satisfaction and loyalty are the most
important factors that affect the automotive industry.
On the other hand, Customer service can be
considered as an innate element of industrial
products. Customer service quality, product quality,
customer satisfaction and loyalty can be measured at
different stages, for example, at the beginning of the
purchase, and one or two years after purchase. The
population of the study is all of the Tata Indica car
owners in Pune. Hypotheses of the study will be
analyzed using regression and ANOVA. Results of
the study show that there are high positive
correlation between the constructs of costumer
service and product quality with costumer
satisfaction and loyalty.
38
As the table 2.1 above, we can see there are some different and similarity. All
the journal above is done in different region, study case, scope of research and the
data results. As the example from the journal number 2 about Impact of Brand
Image, Service Quality and price on customer satisfaction in Pakistan
Telecommunication sector.
There are some different and similarity about variable that has been used at
this journal. So the author interest to discuss about how can brand image give the
impact to customer satisfaction in Pakistan Telecommunication sector. And this
research will prove how much the significant influence of the brand image toward
customer satisfaction.
C. Relationship between Variable
a. Relationship between Sales Promotion towards Customer Satisfaction
customers are most satisfied with percentage discount of
specific product and membership discount for future (storewide)
purchases. (Kim-Choy Chung 2014) stated in their research with
the title “Customer satisfaction of priced-based sales promotion
techniques: a Central Asian perspective” Kim-Choy Chung also
state that Coupons for specific product discount generated the less
satisfaction. Women are more satisfied than men with membership
discount (for future purchases) while men are more satisfied than
women with percentage discount for specific product. So we can
39
see that there are relationship between the Sales Promotion towards
Customer Satisfaction
b. Relationship between Brand Image towards Customer Satisfaction
Whereas, improvements in brand image have resulted in
increased customer satisfaction. (Muhammad Ehsan Malik et. al
2012) stated in their research with the title “Impact of Brand
Image, Service Quality and price on customer satisfaction in
Pakistan Telecommunication sector” Brand image is very
important due to customer satisfaction improvements, another
research make this relationship grow stronger. (Shahroudi et. al
2014) stated in their research wit the title “Brand Image on
Customer Satisfaction and Loyalty Intention (Case Study:
Consumer of Hygiene Products) this research say that customers
are satisfied as a result of using hygiene products with a strong
brand image. So we know that there are clear statement about
relationship between brand image towards customer satisfaction.
c. Relationship between Product Quality towards Customer Satisfaction
There is significant in the product quality towards the level
of customer satisfaction. (Shaharudin Jakpar et. al 2012) stated in
their research with the title “Examining the Product Quality
Attributes That Influences Customer Satisfaction Most When the
Price Was Discounted: A Case Study in Kuching Sarawak “
40
product quality is the factor that influencing the level of customer
satisfaction. Another research from (Asghar et. al 2015) will make
statement more stronger. In the research with the title “Study the
Effects of Customer Service and Product Quality on Customer
Satisfaction and Loyalty” it state that “quality of products in Tata
Motor‟s Company promotes customer satisfaction,” so this is the
realtionship between product quality toward customer satisfaction.
41
D. Theoretical Framework
Figure2.1
Conceptual Thinking
Try-our Test:
1. Validity Test
2. Reliability Test
Classic Assumption Test:
1. Normality
2. Test Multicollineaity
3. Test Heteroskedasticity
Determinant Coefficient
(Adjusted R²)
Hypothesis Test:
1. Partial Test (t-test)
2. Simultaneous Test (F-test)
Customer Satisfaction (Y)
Multiple Linear Regresion
Interpretation
Sales Promotion (X1)
Brand Image (X2)
Product Quality (X3)
42
E. Hypothesis
According Sugiyono (2013: 100), the hypothesis can be interpreted
as a statistical statement about the population parameters. To test the
independent variable on the dependent variable, we need the following
hypothesis:
a. H0 ; β1 ≠ 0. There is a positive influence between the
variables of sales promotion to customer satisfaction.
Ha ; β1 = 0 There is a positive influence between the
variables of sales promotion to customer satisfaction.
b. H0; β2 ≠ 0. There is a positive influence between the
variables of brand image on customer satisfaction.
Ha ; β2 = 0 There is a positive influence between the
variables of brand image on customer satisfaction.
c. H0 ; β3 ≠ 0. There is a positive influence between variable
product quality on customer satisfaction.
Ha ; β3 = 0 There is a positive influence between variable
location on customer satisfaction.
d. H0 ; β4 ≠ 0. There is a positive influence between the
variables of sales promotion, brand image and product
quality on customer customer satisfaction.
Ha ; β4 = 0 There is a positive influence between the variables of
sales promotion, brand image and product quality on customer
satisfaction.
43
43
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research is using quantitative methods. According to
Sugiyono, quantitative research method can be interpreted as a method of
research that is based on the philosophy of positivism, is used to examine
the population or a particular sample. The sampling technique is generally
done at random, data collection using research instruments, quantitative
data analysis/statistics with the aim to test the hypothesis that has been set
(Sugiyono, 2012: 7).
This research using study case methods. According to Susilo
Rahardjo & Gudnanto (2011: 250) a case study is a method to understand
people who do integrative and comprehensive in order to obtain a
thorough understanding of the individual along with her problems with the
objective of the problem can be resolved and obtain good self
development.
Respondents in this research is the user who buy helm KYT, as we
can see at chapter 1 (page 8) as the data from https://tangerangonline.id,
because of the low helm user at Ciputat. So were used as a place of
research is the region of Ciputat, namely by giving questionnaires, when
the research begin on september 2016. Anything that will be discussed are
44
limited so that the researchers did not come out of the areas examined, the
effect of Sales Promotion, Brand Image and Product Quality of the
dependent variable, namely consumers to buy. As the independent variable
in this study was given the symbol of Sales Promotion (X1), Brand Image
(X2), and Product Quality (X3). While the dependent variable in this study
was Customer Satisfaction given the symbol (Y).
B. Determination Sample Method
1. Population
Population is the generalization region consisting of the objects
or subjects that have certain qualities and characteristics defined by
the researchers to learn and then be inferred (Sugiono, 2013:115).
The population in this study is Helmet user; here the researcher
does not restrict the respondent from gender and age.
2. Sample
The sample is part of the number and characteristics possessed
by the population, to be investigated and considered to be
representative of the overall population and a smaller number of
populations (Sugiyono, 2013:116).
The sample in this study was 100 KYT helmet user. In this
study writing, researchers used a method of Purposive sampling
Purposive sampling is which the population elements are
45
purposively selected based on the judgment of the researcher. The
researcher, exercising judgment or expertise, chooses the elements
to be included in the sample, because researcher believe that they
are representative of interest or are otherwise appropriate
(Malhotra 2009: 377).
Due to the number of population is not known for sure to know
the size of the sample that is using a convenience sampling
technique. Based on this, researchers select to filter the existing
questionnaires, if these people are known. For example, used the
sample to estimate the mean value, If used to estimate μ, we can
(1-α)% confident that the error does not exceed a certain value е
when the sample size of n,
Where:
(Riduwan and Kuncoro, 2013:255)
Information:
𝑛 = Number of samples
Zα = Size trust level with α = 0,05 (confidence level 95% means
𝑍1
2. 95% = 𝑍. 0,475 Found in table 1,96)
𝜎 = Standard deviation
𝑒 = Standart error that can be tolerated (5% = 0,05)
By calculation:
46
n =
From the calculation results, the samples obtained in the
amount of 96.04 to make it easier then rounded to 100 respondents.
So in this study will use the 100 respondents to the research
sample.
C. Data Collection Technique
Data processing techniques are ways that can be used by researchers to
collect data. In this study, researchers will gather data could be a source of
primary and secondary sources:
1. Primary Data
Data used in this study are primary data. Primary data is data
obtained directly from the source first. Data collection is done by:
a. Interview method
Interview method is a method of data collection with a question
and answer directly to the respondents to obtain more accurate
data respecting with issues to be discussed.
b.Questionnaire method
47
Questionnaire method is a method to obtain data that is done by
providing a list of questions that will be filled by
respondents including questions about the variable Sales
Promotion, Brand Image and Product Quality Toward
Customer Satisfaction KYT helmet user.
Questioner is a formalized set of questions for
obtaining information for respondents. It has three specific
objectives (Malhotra, 2009: 330)
Three specific objectives (Malhotra, 2009: 330):
1) The overriding objective is to translate the researcher’s
information needs into a set of specific questions that
respondents are willing and able to answer.
2) A questionnaire should be written to minimize demands
imposed on respondents. It should encourage them to
participate in the entire interview, without biasing their
responses.
3) A questionnaire should minimize response error. These
errors can arise from respondents who give inaccurate
answers or from researchers incorrectly recording or
analyzing their answer.
The questionnaire for this research will be filled out by the
respondents and will be include question about the variable Sales
48
Promotion, Brand Image and Product Quality Toward Customer
Satisfaction KYT helmet user.
In this questionnaire there are two parts, namely:
Part I: Concerning the respondent data those are name, gender, age.
Part II: On the list of questions that will be filled by the respondent.
This study used a Likert scale measuring agreement and
disagreement of respondents in responses proposed the statement.
Likert scale is a measurement with five response categories
ranging from “strongly disagree” to “strongly agree”, which
requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to the
stimulus objects (Maholtra, 2009:264).
The score of questionnaire assessment figures resulted in this
study is according to the Likert scale described in the methods used
to measure attitudes, opinions, and perceptions of a person or
group of persons on a social phenomenon (Sugiyono, 2013:93).
A measurement of each variable in this research using Likert
scale to measure attitudes, opinion and perceptions of individuals
or groups social phenomena (Sugiyono, 2013:94).
By using a Likert scale, the measurement variable is an
indicator variable that will be outlined. Using a Likert scale of five
(5) levels to express the attitude or the respondent’s answer as
follows:
49
Table 3.1
Likert Scale
Strongly agree / always / very positive / very
satisfactory
5
Agree / often / positive / satisfying 4
Neutral/ hesitant / sometimes 3
Disagree / never / negative / unsatisfactory 2
Strongly disagree / strongly never / very
dissatisfy
1
Source: (Sugiyono, 2013:133)
2. Secondary Data
A secondary source is a source that does not directly provide
data to data collectors, for example through others or through
documents. Secondary data were generally obtained by the
founders to provide additional information and images for further
processing. Secondary data used in this study was obtained from
books, journals, literature or other writings that are considered
related to the problems studied by using written reports or
documentation of previous studies and other information that can
be retrieved through the system online (internet).
In the process of secondary data collection, the researchers
collected data related to and associated with the research. So it can
support materials to support this research.
D. Methods of Data Analysis
50
1. Validity Test
Validity test used to measure the validity of the data in the
study. According (Ghozali, 2011:52) validity test is used to
measure the legitimacy of a questionnaire.
Validity test used to measure the validity of a questionnaire.
Testing was conducted using Pearson correlation, guidelines for a
model is said to be valid if the significance level below 0,05
then the questions can be said to be valid. In addition, the criteria
used in determining whether or not valid questions or statements
used in this study is the 95% confidence level (α = 5%), the
number of respondents as many as 30 respondents to pre-test, and
compared with the value of r table = 0,361 in the can of degree of
freedom (df) = n - 2, in this case n is the number of pre-test sample
of 30 respondents. A questionnaire is said to be valid when the
value of r count larger than r table.
Test will test the validity of each variable used in this study. Here
are the results to test the validity of the variable service quality,
sales promotion and customer satisfaction with 30 samples of
respondents.
2. Reliability Test
Reliability is a tool to measure a questionnaire which is an
indicator of variables or constructs. A questionnaire said to be
reliable or reliable if someone answers to questions are consistent
51
or stable over time. SPSS provides the facility to measure the
reliability of the statistical test Cronbach Alpha (α). a construct or
variable said to be reliable if it provides value (α) 0,70 (Ghozali,
2011:47-48).
In other words able to obtain precise data on the variables
studied. Testing of each item used item analysis, the reliability test
is a measure of stability and reliability testing instruments used in
this study using Cronbach's Alpha formula.
E. Classical Assumption Test
1. Normality Test
Normality test aims to test whether the regression model or
residual confounding variables have a normal distribution. Studies
that use a more reliable method to test the data have a normal
distribution or not by looking at the Normal Probability Plot. A
good regression model is to have a normal data distribution or
dissemination of statistical data on a diagonal axis of the graph of a
normal distribution (Ghozali, 2011:160).
There are several ways to detect normality to see the spread of
the data (points) on the diagonal axis of the graph. There are two
ways to detect whether residual normal distribution or not is by
analysis of graphs and statistical tests (test Kolmogorov -
Smirnov), with the following explanation (Ghozali, 2011:147).
52
a. Normality Test in Charts
One of the easiest ways to see the residual normality
is to look at the histogram graph that compares the
distribution of observation data with which to detect the
normal distribution. However, just by looking at the
histogram this can be misleading, especially to the small
sample size. More reliable method is to look at normal
probability plots comparing the cumulative distribution of the
normal distribution. The normal distribution will form a
straight diagonal line and residual plotting the data will be
compared with a diagonal line (Ghozali, 2011:147).
Basis for a decision in the normality test is:
1) If the data is spread around the diagonal line and
follow the direction of the diagonal line, the
regressions meet the assumption of normality.
2) If the data spread of the diagonal line and did not
follow directions or diagonal line, the regression
model did not meet the assumption of normality.
b. Normality Test in Statistics
Normality test graphically can be misleading if not
carefully look at it. Therefore it is recommended to complete
normality test graphically statistical normality test (Ghozali,
2011:163).
53
In addition to seeing the normal curve P-plot, the
normality test can also be performed using the Kolmogorov-
Smirnov test. In Kolmogorov Smirnov test the hypotheses that
apply are:
H0 = Samples derived from data or population v normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
In this test if sig. < 0,05 then the data is not
distributed normally. However, if the value of sig. > 0,05 then
normally distributed data (Santoso, 2011:193-196).
2. Multicollinearity Test
Multicollinearity test aims to test whether the regression model
found a correlation between free variables of service quality, sales
promotion, and customer satisfaction. In the regression model is a
good should not happen correlation between independent variables
(Ghozali, 2011:105).
A good regression model should not happen correlation
between independent variables. If the independent variables are
correlated, then these variables are not orthogonal. Orthogonal
variable is the independent variable correlation values between the
members of the independent variables equal to zero.
54
To detect the presence or absence multicollinearity in the
regression model are as follows:
a. The value of R2 generated by an empirical regression model
estimate is very high, but individually many independent
variables were not significantly affecting the dependent
variable.
b. Analyze the correlation matrix of the independent variables.
If there is correlation between the independent variables are
quite high (generally above 0,90), then this is an indication
of multicollinearity. The absence of a high correlation
between the independent variable does not mean free of
multicollinearity. Multicollinearity may be due to the
combined effect of two or more independent variables.
c. Multicollinearity can also be seen from: (1) The value of
tolerance and the opponent; (2) Variance Inflation Factor
(VIF). Both these measurements indicate each independent
variable which explained by other independent variable. In
simple terms each independent variable the dependent
variable and regressed against other independent variables.
Tolerance measures the variability of independent variables
was chosen that are not explained by other independent
variable. So a low tolerance value equal to the value of a
high VIF (for VIF = 1/Tolerance). Value cutoff commonly
55
used to indicate the presence multicollinearity is the
tolerance value < 10 or equal to VIF > 10 (Ghazali,
2011:106).
3. Heteroskedasticity
Heteroskedasticity test was conducted to test whether a
regression model occurred inequality residual variance from one
observation to another observation remains, and then called
heteroskedasticity. If the points spread above and below the
number 0 on the Y axis without forming a particular pattern, then
there is no heteroskedasticity (Ghozali, 2011: 139).
A good regression model is that homoskesdaticity or did not
happen heteroskidastity. Most of the data resection containing
situation because this data collect data representing a variety of
sizes (small, medium and large).
There are several ways to detect the presence or absence of
heteroskedasticity. In this study to see Graph Plot between the
predicted values of the dependent variable (dependent) is ZPRED
with residual SRESID. Heteroskedasticity detection of the presence
or absence can be done by looking at whether there is a specific
pattern on a scatterplot graph between SRESID and ZPRED
wherein Y is a Y axis that has been predicted, and the X axis is the
residual (prediction Y - Y in fact) who have in-studentized. With
the analysis if there is a specific pattern of regular (wavy, widened
56
and then narrowed), then identifying been going heteroskedasticity
and if there is no clear pattern, as well as the points spread above
and below the number 0 on the Y axis, then there is no
heteroskedasticity (Ghozali, 2011:139).
F. Hypothesis Test
1. t- Test (Partial Test)
To determine whether the independent variables partially
(individual) have a significant influence on the dependent variable.
The statistical test T basically shows how far the influence of the
independent variables individually in explaining the variation of
the dependent variable Ghozali, (2011:98).
The t-test was used to test the partial each variable. T test
results can be seen in the table on the column sig coefficient
(significance). If the t value or significance probability < 0,05, it
can be said that there are significant independent variable on the
dependent variable partially.
However, if the probability value or significance t > 0,05, it
can be said that there is no significant effect of each variable on the
dependent variable Besas.
t test formula:
to = 𝑏𝑖𝑆𝑏𝑖
Where:
57
to = t value
bi = coefision regression
Sbi = standart error
Hypothesis based Significance namely:
a. If the number sig. > 0,05, then Ho is accepted
b. If the number sig. < 0,05, then Ho is rejected
2. F – Test (Simultaneous Test)
This test aims to prove whether the independent variables (X)
simultaneously (together) have an influence on the dependent
variable (Y) (Ghozali, 2011:88).
If F count > F table, then Ho is rejected and Ha accepted,
which means that the independent variable has a significant effect
on the dependent variable using a significant level of 0,05 if the
value of F count > F table then together all independent variables
affect the dependent variable. Additionally, you can also see the
value of probability. If the probability value less than 0,05 (for a
significance level of = 0,05), the independent variables jointly
affect the dependent variable. Meanwhile, if the probability value
is greater than 0,05, the independent variables simultaneously has
no effect on the dependent variable.
Formula F test
F = 𝑅2
𝐾⁄
(1−𝑅2)(𝑛−1−𝑘)⁄
58
Where:
R2 = multiple correlation coefficient squared
n = number of sample
Then it will be known whether this hypothesis simultaneously
rejected or accepted, while the form of simultaneous hypothesis is:
H0 : β1 = β2 = β3 = 0 ; service quality, sales promotion, customer
satisfaction simultaneously does not affect the customer loyalty.
H0 : β1 ≠ β2 ≠ β3 ≠ 0 ; service quality, sales promotion, customer
satisfaction simultaneously influence the customer loyalty.
G. Multiple Linear Regression
1. Similarity Multiple Linear Regression
Analysis method in this research is a multiple linear regression
that is used to test service quality, sales promotion and customer
satisfaction toward customer loyalty. The equation of multiple
linear regressions is as follows:
Where:
Y = Customer Loyalty
a = Constanta
Y = a + β1 X1 + β2 X2 + β3 X3 + e
59
e = Error sampling
X1 = Service Quality
X2 = Sales Promotion
X3 = Customer Satisfaction
β1, β2, β3= Regression coefficient
2. Coefficient of Determination (Adjusted R²)
The coefficient of determination (Adjusted R²) aims to
determine how much ability of independent variables and the
dependent variable explained to know how big the ability of the
independent variable dependent variable explained viewed through
Adjusted R² for thorough independent variables in this study of
more than two.
In SPSS output, coefficient of determination lies on the table
and writing Summary Model Adjusted R². R² value of 1, meaning
the influence entirely dependent variable can be explained by the
independent variables and no other factors that lead to influence
the dependent variable. The coefficient of determination is between
zero and one. R² small value means the ability of the independent
variables in explaining the dependent variable is very limited.
Values close to the mean of independent variables provide almost
all the information needed to predict the variation of the dependent
variable (Ghozali, 2011:97).
60
H. Variable Operational Research
Based on the core issues and hypotheses, research on Influence of Sales
Promotion, Brand Image and Product Quality toward Customer
Satisfaction. The variables and indicators of this study can be seen in the
table below:
Table 3.2
Operational Variable
VARIABLE SUB VARIABLE INDICATOR SCALE
Sales
Promotion
(X1)
Kotler and
Armstrong
(2014: 503-
504)
1. Price packs offer consumers
savings off the regular price
of a product
Likert
2. Point-of-purchase (POP)
promotions include displays
and demonstrations that
take place at the point of
sale
Likert
3. Advertising specialities,
imprinted articles with an
advertiser’s name, logo or
message. ( apparel, tote
bags, key rings, caps)
Likert
4. Event marketing they can
create their own brand-
marketing events or serve as
sole or participating
sponsors of events created
by others
Likert
61
Brand
Image
(X2)
Keller
(2013:77)
Strengthens 1. Product information
connects with the
existing brand
knowledge
Likert
Favorability 2. Comfort
3. Reliable products
4. Messages can be
delivered by a product
5. Marketing
communications
programs that support
6. Easily remembered
Likert
Uniqueness 7. Product attributes
8. Product functionality
9. Image enjoyed
Likert
Product
Quality
(X3)
Tjiptono and
Chandra
(2011:193)
Performance 1. Easy and comfortable
Likert
Features 2. Completeness of feature Likert
Reliability 3. It is little possibility of
experiencing damage or
failed to be used
Likert
Conformance to
Spesifications
4. Operation fulfilling
design and the
operation standards
Likert
62
Durability 5. Have good quality
material as well as
durable
Likert
Serviceability 6. easiness to be repaired
Likert
Aesthetics 7. colors
8. artistic design
Likert
Pervceived
Quality
9. image and reputation of
the product
Likert
Customer
Satisfaction
(Y)
Rangkuti
(2003:30)
Customer Value
1. Accept customer
complaint
2. Responses customer
complaint
3. Have many types of
services
4. Give good information
to customer
Likert
Customer
Response
5. Keep loyal for a long
time
6. Buy more when
company introduce new
product and renew
existing product
7. Talk a good thing about
a company product
8. Give a little attention to
brand and advertising
competitor
9. Offering the services or
product ideas to
company
Likert
63
Customer
perception
10. Customer feels satisfied
with process and
services provided
11. Customers feel safe and
comfortable when have
a deal to company
12. Give an advice to
customer complaint
either through the
suggestion box or e-mail
Likert
54
64
CHAPTER IV
RESULT AND ANALYSIS
A. General Overview Research Object
1. History of KYT helm
KYT was born as a "Racing Idea Project" inspired by its
founder Mr Eddy Tedjakusuma, who since 1980 has been successful
to create PT TARA group as one of the biggest helmet production
manufacturing in the world until today. With growing market
predominantly in Asia and the world, PT TARA today has been
regarded as the main global manufacture extensively focus on
motorcycle helmet production with its in-house plant facilities
totaling to 100,000 m2. (Source from www.kythelmet.com.)
The idea project started in 1998. It is the creation of a brand
that identifies itself as RACING DNA, that is to produce helmet with
its intense focus on quality and attributes of motorsport racing
performance helmet. Therefor KYT is born based on that idealistic
philosophy.
The philosophy lies in presenting the highest value helmet by
replicating and maintaining the highest qualities and attributes of a
premium racing helmet, at an acceptable value point to the world-
wide customer. Each of KYT helmet shall have inside the racing
65
know-how whether it is for helmet from street use until professional
racing helmet.
Thanks to the extensive experience in producing many private
label well-known brand premium motorcycle helmets world wide,
KYT has adopted the strict manufacturing process and precision norm
with the latest technology.
KYT has fast forwarded to become important brand benefitting
from constant research and acquisition of latest technology to create
premium motorcycle racing helmet. It has its Research and
Development and Design facility based in Italy, Europe. KYT
presents to customer selected models that start from entry level to
high-end professional racing helmet.
KYT has been historically dedicated its public communication
through number of professional racers around the world. Our current
racers in Moto GP, Andrea Iannone and Xavier Simeon in Moto 2
provide important communication to the quality and development of
KYT helmet.
Finally to the motorcycle rider and customer, KYT is honoured
to present this quality philosophy for every time, our valued customer
choose and ride with KYT helmet. (Source from
www.kythelmet.com.)
66
2. Vision and Mission Company
a. Vision:
Being a leading helmet manufacturer in the country of water
by promoting consistency in quality and perfect security
innovation for motorcycle users.
b. Mission:
Produce responsibly & promote customer satisfaction by
always maintaining product quality.
3. Technology and Product
Each KYT helmet whether made from TRI COMPOSITE
FIBERGLASS or Thermoplastic is composed of three main elements,
the external shell, shock absorbing EPS liner and all important
accessories such as comfort linings, method of retention, visors and
ventilation. TRI COMPOSITE is our term for a combination of
composite consisting Carbon, Kevlar/Aramidic Fiber and special
Fiberglass. Carbon Fiber is a material used extensively in the
aeronautical industry and in the highly competitive world of
motosport.
It has incredible strength but extremely light. With years of research,
KYT TRI COMPOSITE formulates a special mix of composite fibers
that provide high abrasion and impact resistance.
For KYT composite helmet all of the composites shells created
in manufacture are cut off with special technology. The openings for
67
the visor and ventilation areas are cut into the helmet shell with
advanced Water JET technology. This ensures precision of the shape
of the shell.
Additionally, every KYT racing helmet is examined for its
wind tunnel testing in its product development stage. This is to
explore the aero- dynamic and the performance of the air ventilation
inflow and outflow. This ensures the stability as well as the noise
level being produced by the helmets at the extreme speed.
KYT helmet comprises with different densities to ensure its
safety. KYT EPS liners are made with special material that absorb
energy from high velocity impact. KYT multi different densities in
the EPS liner is assembled to one single component within the helmet
shell. The mould dimension of KYT EPS liner are made with
precision and simulated with 3D CAD technology.
KYT helmets are comfortable and good fit for long journey
and high speed motorsport: The design of the padding must fit
snuggly and properly around your head, with comfortable feels.
The Fabric is made with special cool soft touch and high
performance material that allow great sweat absorption and
dissipation. Most of KYT helmet interior liners are designed to be
detachable. You can replace it at ease and choose between different
cheek pad sizes to tailor your good-fit helmet, making your helmet
more comfortable. Chinstrap is another important part in the Interior
68
Padding as retention system. The function of Chinstrap is to hold the
helmet firmly on the head. It must have a certain tensile strength. The
Chin- strap is firmly attached to the helmet shell with metal rivets.
The retention system is lock with mainly two systems, a stainless steel
DD ring available for our Full Face Racing helmets or with
Micrometric Buckle system for touring and open face type.
A certain number of KYT helmets are consistently tested as we
test every batch model in KYT test laboratory. Each helmet is
examined in detail to ensure that quality and safety are supreme. We
also verify that each model meets or exceeds the test standard
required by its country of destination. This may be ECE, DOT or
Snell.
Numerous tests are undertaken on the EPS for its consistency
and the external shell for its function and shock absorption. We also
make the test into independent laboratory as many testing houses now
take this into account and verifying them.
4. Logo
Figure 4.1
Kyt Logo
The picture above is brand KYT helmet. this is the brand of a
69
famous helmet from Indonesia and has entered to MotoGP used by
Andrea Ianone, designed by Alex Cha.
B. Discussion of Results Questionnaire
1. Validity and Reliability Test Results
Validity is a measurement that indicates the level of accuracy
of an instrument the size of the concepts studied (Suharso, 2009:108).
In order to obtain primary data researchers distributing questionnaires
to the respondents who used KYT helmet in Ciputat. A valid point
statement said if the value of each item statement or r value is positive
and greater than r table. In the 100 respondents, the researchers used
the formula df = n – 2, so 100 – 2 = 98 and found to be 0,197 as the
value of r table.
While the reliability test is used to test the consistency of the
data within a certain period, namely to determine the extent of
measurement used can be trusted or relied upon. These variables
Cronbach Alpha said its own values > 0,70 which means that the
instrument can be used as a reliable data collection is relatively
coefficient measurement results if performed repeated measurements.
Reliability test aims to see consistency (Ghozali, 2011:48).
Table 4.1
Validity Test Results
Questions Calculated Value Table Value Describe
Sales Promotion (X1)
Sales Promotion 1 0,771 0,197 Valid
Sales Promotion 2 0,846 0,197 Valid
Sales Promotion 3 0,840 0,197 Valid
70
Sales Promotion 4 0,714 0,197 Valid
Brand Image (X2)
Brand Image 1 0,662 0,197 Valid
Brand Image 2 0,774 0,197 Valid
Brand Image 3 0,693 0,197 Valid
Brand Image 4 0,680 0,197 Valid
Brand Image 5 0,652 0,197 Valid
Brand Image 6 0,670 0,197 Valid
Brand Image 7 0,691 0,197 Valid
Brand Image 8 0,512 0,197 Valid
Brand Image 9 0,774 0,197 Valid
Product Quality (X3)
Product Quality 1 0,553 0,197 Valid
Product Quality 2 0,644 0,197 Valid
Product Quality 3 0,709 0,197 Valid
Product Quality 4 0,717 0,197 Valid
Product Quality 5 0,676 0,197 Valid
Product Quality 6 0,627 0,197 Valid
Product Quality 7 0,655 0,197 Valid
Product Quality 8 0,645 0,197 Valid
Product Quality 9 0,598 0,197 Valid
Product Quality 10 0,644 0,197 Valid
Product Quality 11 0,709 0,197 Valid
Questions Calculated Value Table Value Describe
Customer Satisfaction (Y)
Customer Satisfaction 1 0,656 0,197 Valid
Customer Satisfaction 2 0,688 0,197 Valid
Customer Satisfaction 3 0,674 0,197 Valid
Customer Satisfaction 4 0,646 0,197 Valid
Customer Satisfaction 5 0,588 0,197 Valid
Customer Satisfaction 6 0,656 0,197 Valid
Customer Satisfaction 7 0,688 0,197 Valid
Customer Satisfaction 8 0,674 0,197 Valid
Customer Satisfaction 9 0,646 0,197 Valid
Customer Satisfaction 10 0,588 0,197 Valid
Customer Satisfaction 11 0,688 0,197 Valid
Customer Satisfaction 12 0,674 0,197 Valid
Customer Satisfaction 13 0,646 0,197 Valid
Source: SPSS primary data have been processed, 2017
71
Results try out table 4.1 shows that of 37 items a questioner
given to the 100 respondents has a value of r value greater than r table
0,197, which means all items declared invalid statement. To test
reliability was found the following results.
Table 4.2
Results Test Reliability
Variable Cronbach’s
Alpha
N of item Information
Sales Promotion 0,801 4 Reliability
Brand Image 0,852 9 Reliability
Product Quality 0,865 11 Reliability
Customer
Satisfaction
0,887 13 Reliability
Source: SPSS primary data have been processed, 2017
Based on table 4.3 above all the variables brand image,
perceived quality, lifestyle, service quality and purchase decision has
a Cronbach's Alpha values above 0,70 then all variables expressed
reliable.
2. Descriptive Respondents
Respondents in this research are the customers who used KYT
helmet in Ciputat . The number of customers who have been selected
as respondents as many as 100 people with characteristics based on
gender and age. The demographic characteristics of the respondent’s
classification can be described as follows:
a. Respondents by Gender
72
Table 4.3 Respondents by Gender
Gender Frequency Percentage
Male 77 77%
Female 23 23%
Total 100 100%
Source: SPSS primary data have been processed, 2017
From table 4.3 above it is known that the 100 respondents who
used helm Kyt in Ciputat consists of 77 people or 77% are male
respondents and 23 or 23% are female respondents.
b. Respondents by Age:
Table 4.4
Respondents by Age
Age Frequency Percentage < 25 years 34 34%
25-30 years 15 15%
> 30 years 51 51%
Total 100 100%
Source: SPSS primary data have been processed, 2017
From table 4.4 above is known that respondents who used
helm KYT in Ciputat consists of 34 people or 34% of respondents
aged < 25 years, 15 people or 15% of respondents aged 25 - 30 years
and 51 people or 51 % of respondents aged > 30
3. Distribution of Respondents Answers
a. Sales Promotion
X1 variable in this study was measured through 4 questions
were distributed to 100 respondents and present the indicators of these
variables. Results of responses to the Sales Promotion are described in
Table 4.5 below:
73
Table 4.5
Distribution of Respondents Answers Regarding the Sales Promotion
No
. Question
SD
%
D
%
N
%
A
%
SA
%
Total
%
1 Discounts are given KYT
enough to attract consumers 0 2 15 51 32 100
2
KYT helmet discount products
displayed at the helmet store
attract consumers
0 5 15 49 31 100
3
Logo or KYT helmet product
names are often seen in clothes,
totebags, jackets, hats, key
chains.
0 2 19 51 28 100
4 Annual event and promotional
programs are quite interesting. 0 7 9
54 30 100
Mean % 0 4 14,
5
51,
25
30,2
5 100
Source : Primary data are processed
Table 4.5 shows that the variable Sales Promotion declare: the
majority of respondents "agreed" by 51,25%. And the question of the
most influential is the question no. 4, it can be seen by the majority of
respondents to the question no. 4 answered "agree" by 54%.
It shows that the indicators of Annual event and promotional
programs are quite interesting.influence on customer satisfaction.
b. Brand Image
X2 variable in this study was measured through 9 questions
were distributed to 100 respondents and present the indicators of these
variables. Results of responses to the Brand Image are described in
Table 4.6 below:
74
Table 4.6
Distribution of Respondents Answers Regarding the Brand Image
No. Question SD
%
D
%
N
%
A
%
SA
%
Total
%
1 Brand helmet KYT already
known to many people 0 0 7 54 39 100
2 The KYT helmet adds a prestige
value when used 0 8 6 45 41 100
3 Helmet KYT is a quality helmet
and classy 0 3 9 49 39 100
4
KYT helmet products give a
good impression that can be
given to the consumer
0 0 11
49 40 100
5 Helmet KYT promotion
activities performed well 0 0 10 54 36 100
6 Brand KYT helmet is easy to
remember 0 2 11 55 32 100
7 Helmet KYT has a unique
design 0 2 7 53 58 100
8 KYT provides a full face and
half face helmet quality 0 4 10 52 34 100
9 Helmet kYT has a good image
in the eyes of consumers 0 8 5 46 41 100
Mean % 0 3 8,4 50,
7 40 100
Source : Primary data are processed
Table 4.6 shows that the variable Brand Image declare: the
majority of respondents "agreed" by 50,66%. And the question of the
most
influential is the question no. 7 it can be seen by the majority of
respondents to the question no. 7 answered "agree" by 50,66%.
It shows that the indicators of Helmet KYT has a unique design
influence on customer satisfaction.
75
c. Product Quality
X3 variable in this study was measured through 11
questions were distributed to 100 respondents and present the
indicators of these variables. Results of responses to the leadership
style Product Quality are described in Table 4.7 below:
Table 4.7
Distribution of Respondents Answers Regarding the Product Quality
No. Question SD
%
D
%
N
%
A
%
SA
%
Total
%
1 Helmet KYT easy to use 0 2 1 59 38 100
2 Helmet KYT comfortable to use 0 1 7 60 32 100
3
The foam cover inside the easily
removable KYT helmet is a
satisfying factor
0 1 8 57 34 100
4 Large helmet KYT vents are a
satisfactory factor 0 0 9 56 35 100
5 KYT helmet products have a
strong endurance 0 0 13 54 33 100
6
The KYT helmet product has the
product suitability level as
promised
0 1 12 61 26 100
7
Helmet KYT has the national
standard of Indonesia because all
the existing components have
passed the feasibility test.
0 1 7 62 30 100
8 KYT helmet products have good
quality helmet material 0 1 8 53 38 100
9
All components of helmet
KYTproduct easily repaired in
case of damage
0 1 3 54 42 100
10
KYT helmet products have an
artistic design with a variety of
colors
0 1 7 59 32 100
11
Helmet KYT is a well-known
brand and one of the reasons
consumers buy products
0 1 8 57 34 100
Mean % 0 0,
9
7,5
4
57,
45 34 100
Source : Primary data are processed
76
Table 4.7 shows that the variable Product quality declare: the
majority of respondents "agreed" by 57,45%. And the question of the
most influential is the question no. 7, it can be seen by the majority of
respondents to the question no.7 answered "agree" by 57,45%.
It shows that the indicators of Helmet KYT has the national
standard of Indonesia because all the existing components have passed
the feasibility test. influence on customer satisfaction.
d. Customer Satisfaction
Y variable in this study was measured through 18 questions
were distributed to 100 respondents and present the indicators of these
variables. Results of responses to the leadership style are described in
Table 4.8 below:
77
Table 4.8
Distribution of Respondents Answers Regarding the customer satisfaction
No. Question SD
%
D
%
N
%
A
%
SA
%
Total
%
1 KYT received customer
complaints well 0 0 9 52 39 100
2 KYT responds to customer
complaints well 0 3 14 54 29 100
3 KYT has a helmet that is diverse
and of good quality 0 0 10 66 24 100
4 KYT provides good information
to customers 0 1 14
47 38 100
5
KYT has good quality so as to
create satisfaction from
consumers
0 0 14 53 33 100
6
KYT always releases its newest
product well so that consumers
can buy more products
0 0 9 52 39 100
7 You are satisfied with KYT and
are willing to promote it well 0 3 14 54 29 100
8
The quality of helmets given
KYT make consumers ignore its
competitors
0 0 10 66 24 100
9
KYT is able to provide space for
consumers in providing quick and
good opinions
0 1 14 47 38 100
10 The process and service provided
KYT satisfactory 0 0 14 53 33 100
11 Consumers feel safe when using
helmet KYT 0 3 14 54 29 100
12 Consumers feel comfortable
when using helmet KYT 0 0 10 66 27 100
13
The emails provided by KYT for
customer suggestions and
complaints work well and are
satisfactory
0 1 14 47 38 100
Mean % 0 0,6
9
12,
3
54,
69
32,
07 100
Source : Primary data are processed
Table 4.8 shows that the variable customer satisfaction declare: the
majority of respondents "agreed" by 54,69%. And the question of the
most influential is the question no. 3, 8 and 12, it can be seen by the
78
majority of respondents to the question no. 3, 8 and 12 answered
"agree" by 66%.
It shows that the indicators of KYT has a helmet that is diverse and
of good quality, The quality of helmets given KYT make consumers
ignore its competitors and Consumers feel comfortable when using
helmet KYT influence on customer satisfaction and its impact on
customer loyalty.
C. Classical Assumption Test Result
1. Data Normality Test Results
Normality test aims to test whether the regression model or
residual confounding variables have a normal distribution. The
regression model was good and decent distribution of the data used
is normal or near normal (Ghozali, 2011:160).
79
Figure 4.2
Normality Test Results in Graph
Source: SPSS output the results of the primary data that have been
processed, 2016
Based on the analysis of data in figure 4.2 above the normal
curve p-plot, it can be concluded that the normal curve p-plots seen
point spread around the diagonal line and distribution is too far or
wide. Means of this curve indicates that the corresponding
regression model assumptions of normality and fit for use.
In addition to researchers test chart also complete normality
test with statistical tests. One of the statistical tests that can be used
80
to test the residual normality is a non-parametric statistical test
Kolmogrov-Smirnov (K-S) (Ghozali, 2011:164).
By hypothesis:
a. Make a hypothesis describing sentence:
H0 = Samples derived from data or population v normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
b. Rule testing
If the probability (sig) > 0,05 then Ho is accepted
If the probability (sig) < 0,05 then Ho is rejected
c. Decision
Normal distribution of data
Table 4.9 Normality Test Results in Statistics
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean 0E-7
Std. Deviation 4,46768618
Most Extreme Differences
Absolute ,068
Positive ,037
Negative -,068
Kolmogorov-Smirnov Z ,677
Asymp. Sig. (2-tailed) ,748
a. Test distribution is Normal.
b. Calculated from data.
81
Source: SPSS output the results of the primary data that have been processed, 2017
According to the table 4.9 the value of the Kolmogorov -
Smirnov test was 0,748 so it can be seen that the value
unstandardized residual value Asymp. Sig > 0,05 and this means
that data is distributed normally.
2. Test Results Multicollinearity
Multicollinearity test aims to test whether the regression
model found a correlation between the independent variables.
Good model should not happen correlation between independent
variables and not orthogonal or correlation values between the
members of the independent variables equal to zero. Can also be
seen from the value of tolerance and Variance Inflation Factor
(VIF), tolerance values above magnitude 0.1 and VIF values below
10 indicate that there is no multicollinearity in the independent
variable (Ghozali, 2011:95). VIF test results from the regression
model can be seen in the following table:
82
Tabel 4.10 Test Results Multicollinearity
Coefficientsa
Model Collinearity Statistics
Tolerance VIF
1
(Constant)
SP .876 1.142
BI .813 1.230
PQ .764 1.309
a. Dependent Variable: PurchaseDecision
Source: SPSS output the results of the primary data that have been processed, 2017
Based on the results of test results table 4.10 Variance
Inflation Factor (VIF) of each independent variable has a VIF < 10
and Tolerance > 0,1 i.e for Sales Promotion (X1) of 1,142 and
0,876, for the variable Brand Image (X2) 1.230 and 0.813 and for
variables Product Quality (X3) 1.309 and 0,764. It can be stated
linear regression models are not multicollinearity between the
dependent variable with other independent variables that can be
used in this study.
3. Test Results Heteroskedastity
Heteroskedastity test aims to test whether the regression
occurred inequality residual variance from one observation to
another. Heteroskedastity shows that variation of the variable is not
the same for all observations. In heteroskedastity errors that occur
83
are not random but show the systematic relationship in accordance
with the amount of one or more variables.
Test heteroskedastity in graph (Scatterplot) detection of the
presence or absence of heteroskedasticity can be done by looking
whether there is a specific pattern on a scatterplot graph between
SREID and ZPREID wherein Y is the Y axis is predictable, and the
X axis is the residual (prediction Y - Y in fact) who have been in
student zed (Ghozali, 2011:125-126).
Based on the results of data processing, the scatterplot
results can be seen in the following figure.
Figure 4.3 Heteroskedasticity Test Results in Graph (Scatterplot)
Source: SPSS output the results of the primary data that have been processed, 2017
84
From the scatterplot graph in the image above can be seen
that the dots randomly spread, and spread on top and below zero on
the Y axis It can be concluded that there is no heteroskedasticity in
regression models (Ghozali, 2011:107).
D. Hypothesis Test Results
Hypothesis testing is used to determine the presence or absence of
influence between the independent variable on the dependent variable,
while the test results are as follows:
1. Partial Test Results Significance (t test)
T statistical test indicates how far the influence of the independent
explanatory variables individually or in explaining the variation of the
dependent variable that is used to determine whether or not the effect
of each independent variable on the dependent variable individually
tested at the 0,05 level (Ghozali, 2011: 84)
Hypothesis testing is partially intended to determine whether or not
the partial influence of independent variables on the dependent
variable. Results hypothesis in this test is as follows:
85
Table 4.11 Partial Test Results Significance (t test)
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) 13,531 5,365 2,522 ,013
SP ,478 ,198 ,208 2,417 ,018
BI ,259 ,114 ,203 2,277 ,025
PQ ,495 ,116 ,392 4,264 ,000
a. Dependent Variable: CS
Source: SPSS output the results of the primary data that have been processed,
2017
Based on t test results table 4.11 above to determine the influence
of each independent variable partial (individual) on the dependent
variable is as follows:
a. Effect of Variable Sales Promotion (X1) to Customer Satisfaction
(Y)
In Table 4.11 t-test, Sales Promotion variable (X1) to
Customer Satisfaction (Y) showed a significant value 0,018 <
0,05, Because sig. < a, it can be concluded that there is significant
influence between Sales Promotion on Customer Satisfaction
received (Ha accepted and Ho rejected), meaning that partially a
significant influence between Sales Promotion on Customer
Satisfaction.
So the results of the above analysis show that the effect on
the variables of Sales Promotion on Customer Satisfaction of
KYT helmet user Ciputat. This is consistent with previous studies
86
conducted by Kim-Choy Chung (2014), entitled " Customer
satisfaction of priced-based sales promotion techniques: a Central
Asian perspective", the results indicate that the Sales Promotion
significant effect on Customer Satisfaction.
b. Effect of Variable Brand Image (X2) on Customer Satisfaction
(Y) In Table 4.10 t-test, the variable Brand Image (X2) on
Customer Satisfaction (Y) shows significant value 0,025 < 0,05,
Because sig. < a, it can be concluded that there is significant
influence between Brand Image to Customer Satisfaction received
(Ha accepted and Ho rejected), meaning that partially a significant
influence between Brand Image to Customer Satisfaction.
So the results of the above analysis show that the variable
Brand image effect on Customer Satisfaction. This is consistent
with previous studies conducted by Muhammad Ehsan Malik,
Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal (2012), entitled
" Impact of Brand Image, Service Quality and price on customer
satisfaction in Pakistan Telecommunication sector", the results
show that Brand Image significant effect on Customer Satisfaction.
c. Effect of Product Quality (X3) on Customer Satisfaction (Y). In
Table 4.10 t-test, the variable Product Quality (X3) on Customer
Satisfaction (Y) shows significant value 0,000 < 0,05, Because
sig. < a, it can be concluded that there is significant influence
between Product Quality to Customer Satisfaction received (Ha
87
accepted and Ho rejected), meaning that partially a significant
influence between Product Quality on Customer Satisfaction.
So the results of the above analysis show that the variable
Product Quality effect on Customer Satisfaction. This is consistent
with previous studies conducted by Shaharudin Jakpar, Angelyn
Goh Sze Na, Anita Johari ,Khin Than Myint (2012), entitled "
Examining the Product Quality Attributes That Influences
Customer Satisfaction Most When the Price Was Discounted: A
Case Study in Kuching Sarawak", the results show that product
quality significant effect on customer satisfaction.
2. Significance Simultaneous Test Results (Test F)
The statistical test F indicates whether all the independent variables
or smoking are included in the model have influence together on the
dependent variable, or tied. F statistical test used to determine all the
effects of the independent variables are tested at a significant level of
0,05 (Ghozali, 2011:158). The result of a simultaneous significant
coefficient can be seen in the following table:
Table 4.12 Simultaneous Significance Test Results (Test F)
ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1
Regression 1210,048 3 403,349 19,595 ,000b
Residual 1976,062 96 20,584
Total 3186,110 99
a. Dependent Variable: CS
b. Predictors: (Constant), PQ, SP, BI
88
Source: SPSS output the results of the primary data that have been processed, 2017
F count earned 19,595 with a significance level of 0,000 for a
significance level of less than 0,05, the regression model can be used
for purchase decision variable. In other words it can be said that the
variable Sales Promotion, Brand Image and Product Quality together
(simultaneously) significantly affect the variable Customer
Satisfaction.
E. Results of Multiple Linear Regression Analysis
The analysis technique used in this research is multiple linear
regression analysis. Multiple linear regression analysis was used as
statistical analysis tools for the study was designed to examine the
variables that influence of the independent variable on the dependent
variable in which the variables used in this study is more than one.
This study was followed by testing the model significance and
interpretation of the regression model.
Tabel 4.13 Results of Multiple Linear Regression Analysis
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 13,531 5,365 2,522 ,013
SP ,478 ,198 ,208 2,417 ,018
BI ,259 ,114 ,203 2,277 ,025
PQ ,495 ,116 ,392 4,264 ,000
a. Dependent Variable: CS
89
Source: SPSS output the results of the primary data that have been
processed, 2017
Based on the results obtained from the regression coefficients
above, it can be made a regression equation as follows:
Y = 13,531 + 0,478X1 + 0,259X2 + 0,495X3 + e
Where:
Y = Customer Satisfaction
X1 = Sales Promotion
X2 = Brand Image
X3 = Product Quality
from the table above can be explained that:
1. The value of A is 13,531 means that if X1 (Sales Promotion),
X2 (brand image) and X3 (Product Quality) is 0, then the Y
(Customer Satisfction) will be worth 13,531.
2. The coefficient regression of variable X1 (Sales Promotion) is
0,478 states that Y (Customer Satisfaction) will be increased
by 0.478 for every additional unit of X1 (Sales Promotion)
with the assumption other variables are constant. So, if the X1
(Sales Promotion) has increased one unit, then the Y
(Customer Satisfaction) will increase by 0,478.
90
3. The coefficient regression of variable X2 (brand image) is
0.259 states that Y (Customer Satisfaction) will be increased
by 0.259 for every additional unit of X2 (brand image) with the
assumption other variables are constant. So, if the brand image
has increased one unit, then the Customer Satisfaction will
increase by 0,259.
4. The coefficient regression of variable X3 (Product Quality) is
0.495 states that Y (Customer Satisfaction) will be increased
by 0.495 for every additional unit of X3 (Product Quality) with
the assumption other variables are constant. So, if the Product
Quality has increased one unit, then the Customer Satisfaction
will increase by 0,495.
To find out among the independent variables were the most
dominant influence on the dependent variable can be seen from the beta
coefficient respectively. Beta coefficient is the value of standardized
regression coefficients and useful to compare which of the independent
variables on the dependent variable dominant.
From the table it can be seen beta coefficient for each of the
independent variables are:
1. Beta coefficient value of X1 (Sales Promotion) is 0.478.
2. Beta coefficient value of X2 (Brand Image) is 0,259.
3. Beta coefficient value of X3 (Product Quality) is 0,495.
91
It can be concluded that among the independent variables in this
research have dominant influence is Product Quality with the value 0.495
or equal to 49,5%.
G. Coefficient of Determination Test Results (Adjusted R²)
The coefficient of determination (Adjusted R²) aims to measure
how far the ability of independent variables (Sales Promotion, Brand
Image and Product Quality) in explaining the variation of the dependent
variable (Customer Satisfaction). The coefficient of determination is
between zero and one. A value close to the mean is the independent
variables provide almost all the information needed to predict the
dependent variable (Ghozali, 2011: 97).
Tabel 4.14
Coefficient of Determination Test Results (Adjusted R²)
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 ,616a ,380 ,360 4,53696
a. Predictors: (Constant), PQ, SP, BI
Source: SPSS output the results of the primary data that have been processed, 2017
92
From the table 4.14 above is known coefficient Adjusted R² of
0,360. This result means that the independent variable Sales Promotion,
Brand Image and Product Quality at 0,360 against the dependent variable
is Customer Satisfaction, while the remaining 64% (100% - 36%) is
explained by other variables not included in this models.
93
93
CHAPTER V
CONCLUSION AND IMPLICATION
A. Conclusions
Based on the results of analysis and discussion in the previous chapter
then obtained regarding to conclusions, Analysis of sales promotion,
brand image and product quality, toward customer satisfaction. These
conclusions include:
1. There is significant influence between sales promotion and customer
satisfaction on KYT helmet user in Ciputat.
2. There is significant influence between brand image and customer
satisfaction on KYT helmet user in Ciputat.
3. There is significant influence between product quality and customer
satisfaction on KYT helmet user in Ciputat.
4. There are significant influence between sales promotion, brand
image and product quality to customer satisfaction on KYT helmet
user in Ciputat.
B. Implication
Based on the conclusions obtained in the research, then there are
various suggestions put forward by the researchers based on the results of
the study as follows:
1. For KYT helmet
a) Continual improvement of the sales promotion is recommended because
there still exists respondents who answered neutral and disagree and the
94
highest in the question of Logo or KYT helmet product names are often
seen in clothes, totebags, jackets, hats, key chains. And improvements
suggested is advertising specialties, also called promotional product, are
useful articles imprinted with an advertiser’s name, logo, or message
that are given as gifts to consumer. So KYT should make sure the
advertiser’s name, logo or message and the value itself are delivered to
customer.
b) Continuous improvement of brand image is recommended because there
still exists respondents who answered neutral and disagree and the
highest in the question of Th KYT helmet adds a prestige value when
used and KYT provides a full face and half face helmet quality. And the
improvement suggested Is KYT have to improve their image in society
by using marketing strategy, also improve the quality of full face or half
face helmet.
c) Continuous improvement of product quality is recommended because
there still exists respondents who answered neutral and disagree and the
highest in the question of KYT helmet products have a strong endurance
and The KYT helmet product has the product suitability level as
promised. And improvement suggested is KYT helmet have to improve
and upgrade the material for a strong endurance, to make sure what
KYT said in advertisment is suitable to the product itself.
d) Continuous improvement of process of customer satisfaction is
recommended because there still exists respondents who answered
neutral and disagree and the highest in the questions of KYT responds to
95
customer complaints well, You are satisfied with KYT and are willing to
promote it well and Consumers feel safe when using helmet KYT. And
improvement suggested is KYT should improve the customer service
who answering the customer complaint, promotion is key to succesful
product, so KYT should improve their willingness to make sure
customer get satisfied using KYT helm. By upgrading the material and
product quality, so customer have a willing to promote KYT well.
2. For Academics, after knowing the result of research that all variables are
sales promotion, brand image and product quality have influence to
customer satisfaction, hence writer hope, writer that will come to look for
other reason or add variable to find something new.
3. For further research, assessment needs to be done in a way to develop
research variables with the larger sample and population. This assessment
is expected to find new things that could be beneficial to the science
development, especially in the field of marketing.
96
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www.kythelmet.com/ di akses pada bulan desember 2016
www.wikipedia.com di akses pada bulan desember 2016
http://news.liputan6.com/read/270831/inilah-daftar-merek-helm-ber-sni di akses
pada bulan januari 2017
https://www.bps.go.id/linkTabelStatis/view/id/1413 diakses pada bulan desember
2016
www.topbrand-award.com diakses pada bulan desember 2016
www.frontier.co.id diakses pada bulan januari 2017
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Bapak/ibu/saudara
Saya pengirim kuesioner ini:
Nama : Radit D. Hadyan
NIM : 1112081100005
Status : Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan
Bisnis Universitas. Islam Negeri Syarif Hidayatullah Jakarta.
Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S1) Universitas Islam
Negeri Syarif Hidayatullah Jakarta, saya memerlukan informasi untuk mendukung
penelitian yang sedang saya lakukan.
Saya mohon partisipasi Bapak/ Ibu, Saudara umtuk memberikan informasi melalui
kuesioner ini. Semua informasi yang diperoleh dari kuesioner ini hanya akan
digunakan untuk kepentingan penelitian ini. Partisipasi Bapak/ Ibu/ saudara
merupakan kunci keberhasilan penelitian ilmiah ini. Atas perhatian dan kesedian
Bapak/ Ibu/ saudara telah meluangkan waktu untuk mengisi dan mengembalikan
kuesioner ini, demikian surat permohonan ini diucapkan terimakasih banyak.
DATA RESPONDEN
PETUNJUK : untuk pertanyaan pilihan ganda isi dengan menyilang a,b atau c
Nama (boleh tidak di isi) :
Jenis kelamin : a. Pria b. Wanita
Usia : a. <25 th b. 25-30 th c. >30
PETUNJUK
Dalam Kuesioner ini, Anda diminta untuk memberi penilaian terhadap sejumlah
pernyataan di bawah ini dengan memberi tanda silang (X) pada kolom yang tersedia
di setiap nomor. Berikanlah penilaian Anda pada setiap pernyataan, yaitu sejauh
mana Anda setuju dengan pernyataan tersebut – dengan pedoman sebagai
berikut:
A. Pertanyaan Pendahuluan
1. Apakah Anda Pengguna Helm KYT ?
a. Jika Ya, lanjutkan ke pertanyaan berikutnya.
b. Jika Tidak, stop disini. Terima kasih
B. Pertanyaan Inti
Berikan pendapat Anda dengan memberikan tanda Silang (X) pada salah satu
kolom peryataan yang telah disediakan dengan memilih:
STS = Untuk menyatakan Sangat Tidak Setuju
TS = Untuk menyatakan Tidak Setuju
N = Untuk menyatakan Netral
S = Untuk menyatakan Setuju
SS = Untuk menyatakan Sangat Setuju
Contoh:
Pernyataan STS TS N S SS
Saya menyukai Helm KYT X
Jawaban tersebut berarti anda sangat setuju pada hal-hal yang baru.
Jika anda ingin mengubah jawaban anda, silahkan mengoreksi jawaban anda
dengan mencoret jawaban salah dan memberikan tanda silang pada jawaban yang
benar
Beri tanda (x) pada pilihan tanggapan pernyataan yang sesuai dengan anda.
Keterangan:
1. Sales Promotion
No SALES PROMOTION SS S N TS STS
1 Potongan harga yang di berikan
kyt cukup menarik konsumen
2 Produk diskon helm kyt yang di
display di toko helm menarik
konsumen
3 Logo atau nama produk helm
kyt sering terlihat di baju,
totebag, jaket, topi, gantungan
kunci.
4 Program event dan promo
tahunan cukup menarik.
2. Brand Image
No BRAND IMAGE SS S N TS STS
1 Merek helm kyt sudah dikenal
banyak orang
2 Helm kyt menambah nilai
prestige ketika digunakan
3 Helm kyt adalah helm yang
berkualitas dan berkelas
4 Produk helm kyt memberikan
kesan yang baik yang dapat
diberikan pada konsumen
5 Kegiatan promosi helm kyt
dilakukan dengan baik
6 Merek helm kyt mudah diingat
7 Helm kyt memiliki design yang
unik
8 kyt menyediakan varian helm
full face dan half face yang
berkualitas
9 Helm kyt memiliki citra yang
baik dimata konsumen
3. Product Quality
No PRODUCT QUALITY SS S N TS STS
1 Helm kyt mudah untuk dipakai
2 Helm kyt nyaman digunakan
3 Cover busa di dalam helm kyt
yang mudah dilepas merupakan
faktor yang memuaskan
4 lubang ventilasi helm kyt yang
besar merupakan faktor yang
memuaskan
5 Produk helm kyt memiliki daya
tahan yang kuat
Produk helm kyt memiliki
6 tingkat kesesuaian produk
sesuai dengan yang dijanjikan
7 Helm kyt memiliki standar
nasional indonesia karena
seluruh komponen yang ada
telah melalui tes uji standar
kelayakan.
8 Produk helm kyt memiliki
kualitas material helm yang
baik
9 Seluruh komponen produk helm
kyt mudah diperbaiki apabila
terjadi kerusakan
10 Produk helm kyt memiliki
design yang artistik dengan
berbagai macam warna
11 Helm kyt merupakan merek
yang terkenal dan menjadi salah
satu alasan konsumen dalam
membeli produk
4. Customer Satisfaction
No CUSTOMER SATISFACTION SS S N TS STS
1 Kyt menerima keluhan
pelangan dengan baik
2 Kyt menanggapi keluhan
pelangan dengan baik
3 Kyt memiliki helm yang
beragam dan kualitas yang baik
4 Kyt memberikan informasi
yang baik terhadap pelanggan
5 Kyt memiliki kualitas yang baik
sehingga menciptakan kepuasan
dari konsumen
6 Kyt selalu mengeluarkan
produk terbarunya dengan baik
sehingga konsumen dapat
membeli lebih banyak produk
7 Anda puas dengan Kyt dan
bersedia untuk mempromosikan
dengan baik
8 Kualitas helm yang diberikan
kyt membuat konsumen
mengabaikan pesaingnya
9 Kyt mampu menyediakan ruang
untuk konsumen dalam
memberikan pendapat yang
cepat dan baik
10 Proses dan pelayanan yang
diberikan kyt memuaskan
11 Konsumen merasa aman ketika
menggunakan helm kyt
12 Konsumen merasa nyaman
ketika menggunakan helm kyt
13
Email yang disediakan kyt
untuk saran dan keluhan
pelanggan berjalan dengan baik
dan memuaskan
Lampiran 2
Variable Sales Promotion
4 4 4 4
3 3 4 5
5 5 5 5
4 3 4 4
4 5 5 2
4 4 4 4
3 4 4 3
3 4 3 4
5 4 4 4
3 2 3 4
4 4 4 4
4 4 5 5
5 5 5 5
5 5 5 5
5 5 5 5
4 4 4 5
5 5 5 5
4 3 3 4
4 4 4 4
5 5 3 4
4 4 4 4
4 4 4 4
4 4 4 4
5 3 3 4
4 4 4 4
4 4 4 4
5 5 5 5
4 5 5 4
4 4 4 4
5 5 5 5
4 4 4 4
3 3 4 5
4 4 4 4
4 3 4 4
4 5 5 2
4 3 4 3
3 4 4 3
3 4 3 2
5 2 3 2
3 3 4 4
4 4 4 4
4 4 5 5
5 5 5 5
5 5 5 5
5 5 5 5
4 4 4 5
5 5 5 5
4 3 3 4
4 4 4 4
5 5 3 4
4 4 4 4
4 4 4 4
4 4 4 4
5 3 3 4
4 4 4 4
4 4 4 4
2 2 3 3
4 5 5 2
4 4 4 4
5 5 5 5
4 4 4 4
4 4 4 4
4 5 4 5
5 5 5 5
5 5 3 2
5 4 4 4
3 2 3 2
3 4 4 4
4 4 4 4
4 4 4 4
4 5 5 5
5 4 4 4
5 5 5 5
5 4 4 4
5 5 3 4
4 4 3 3
4 5 5 4
4 4 4 4
4 4 4 4
4 4 4 4
4 5 5 4
2 2 2 3
3 3 3 4
3 3 2 3
3 4 4 5
5 5 5 5
5 5 5 5
5 4 5 5
4 4 4 4
4 4 4 4
3 3 3 5
3 4 4 3
5 5 5 5
5 5 5 5
5 4 4 5
5 5 4 4
4 4 4 4
4 3 3 4
4 4 4 4
4 3 3 3
Variable Brand Image
5 5 5 5 5 5 5 5 5
3 2 3 3 4 3 3 4 2
4 4 4 4 4 4 4 4 4
4 4 4 3 4 4 4 3 4
4 4 4 3 3 3 4 5 4
5 5 5 5 3 3 5 5 5
3 3 4 4 3 3 4 4 3
4 4 4 4 4 4 4 4 4
5 5 5 3 4 4 5 5 5
3 4 3 4 3 2 2 4 4
4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 5 5 5
5 5 5 5 5 5 5 5 5
4 4 4 5 5 4 4 4 4
4 4 4 4 4 4 4 4 4
5 5 4 5 4 4 5 5 5
4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 4 3 4
4 4 4 4 4 4 4 4 4
5 5 4 4 5 5 5 4 5
5 4 5 5 4 4 3 3 4
3 2 4 4 4 3 4 4 2
5 5 5 5 4 4 4 4 5
4 4 4 5 5 5 4 4 4
4 4 4 5 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 4 4 5 5 5 5 5
4 2 3 3 4 3 3 4 2
4 4 4 4 4 4 4 4 4
4 4 4 3 4 4 4 3 4
4 2 4 3 3 3 4 5 2
3 2 4 3 3 3 4 2 2
3 3 4 4 3 3 4 4 3
4 4 4 4 4 4 4 4 4
5 5 5 3 4 4 5 5 5
3 4 3 4 3 2 2 4 4
4 4 4 5 4 4 4 4 4
5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4
4 5 5 4 4 4 4 4 5
4 4 4 4 4 4 4 4 4
5 5 5 5 5 4 4 4 5
5 5 5 5 5 5 5 5 5
5 5 5 5 5 4 4 4 5
4 4 4 4 4 4 4 4 4
5 5 5 5 5 4 4 4 5
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4
4 4 4 4 4 5 5 5 4
4 2 4 4 4 4 4 4 2
4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 3 5
5 4 4 4 4 4 4 5 4
4 4 4 5 5 5 5 4 4
5 5 5 5 5 5 5 5 5
4 5 5 5 5 3 4 4 5
4 4 4 4 4 5 5 5 4
4 5 5 5 4 4 4 5 5
5 5 4 4 4 4 5 5 5
4 3 5 5 5 5 5 5 3
5 5 4 4 4 4 5 5 5
4 5 5 5 5 4 4 4 5
5 4 4 4 4 5 5 3 4
4 4 4 5 5 4 4 4 4
4 4 5 5 5 5 5 5 4
4 5 5 5 5 5 5 5 5
5 5 5 4 4 4 4 4 5
4 4 5 5 5 5 5 5 4
5 5 4 4 4 4 4 4 5
5 5 5 4 4 4 4 5 5
5 5 5 5 5 5 4 4 5
4 4 4 4 4 4 5 5 4
4 4 4 4 5 5 5 5 4
5 2 5 4 5 5 5 5 2
4 4 5 5 5 5 5 5 4
5 5 5 5 5 4 4 4 5
4 5 5 5 4 4 4 4 5
4 4 5 5 5 5 5 4 4
4 4 4 4 4 4 5 5 4
4 5 5 5 5 5 4 4 5
5 5 5 5 4 4 4 4 5
4 2 3 3 4 4 3 4 2
4 3 5 5 5 5 5 5 3
5 4 3 5 5 4 4 3 4
5 5 3 5 5 4 5 3 5
4 5 2 4 4 5 5 2 5
4 5 4 4 4 5 5 4 5
5 3 2 4 4 5 3 2 3
5 3 4 4 4 5 3 4 3
5 4 3 4 4 4 4 3 4
4 4 2 4 5 4 4 2 4
5 5 3 4 3 4 5 3 5
4 5 4 4 3 4 5 4 5
4 4 4 3 4 3 3 4 4
Variable Product Quality
5 5 5 5 5 5 5 5 5 5 5
4 3 3 3 3 4 4 4 4 3 3
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 3 3 3 4 4 4 4
4 3 4 4 4 4 4 3 3 3 4
5 5 5 5 5 5 5 5 5 5 5
4 4 3 3 3 4 4 4 4 4 3
4 4 4 4 4 4 4 4 5 4 4
5 5 5 5 4 4 5 5 5 5 5
5 5 4 5 4 5 5 5 5 5 4
4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 5 5 4 5
5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 5 5 4 4
5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 4 4 5 5 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 5 5 5 5
5 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 4 4 4 4 5
4 4 5 5 5 4 5 4 4 4 5
4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5
5 3 4 4 4 4 5 5 5 3 4
4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 4 4 4 5
5 5 5 5 5 4 4 5 5 5 5
5 4 5 5 5 4 4 4 5 4 5
4 4 4 4 3 3 3 3 5 4 4
4 4 4 4 4 4 4 4 3 4 4
5 5 5 5 4 4 5 5 5 5 5
2 4 4 4 4 2 2 2 2 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 5 5 5 5 5 4 5
5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 5 5 4 4
5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 4 4 5 5 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 5 5 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 4 4 4 5 5 5 5
2 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4 4 3 3 3 3 5 5 5 4 3
4 4 5 5 5 4 5 4 4 4 5
5 5 4 4 4 4 4 4 4 5 4
5 5 5 5 5 5 5 5 5 5 5
5 4 4 4 3 4 4 4 5 4 4
5 5 5 4 4 3 4 3 4 5 5
4 4 4 5 4 4 4 4 5 4 4
4 4 4 5 5 5 4 4 5 4 4
5 5 5 5 5 5 5 5 5 5 5
4 5 5 5 4 4 4 5 4 5 5
4 4 4 4 5 4 4 5 5 4 4
5 5 3 3 4 4 4 4 5 5 3
4 4 4 4 3 3 4 5 5 4 4
5 5 5 5 4 4 4 4 4 5 5
5 3 5 4 5 3 4 3 4 3 5
5 5 5 5 5 5 5 5 5 5 5
5 5 5 4 4 4 4 4 5 5 5
4 4 4 4 5 5 5 5 5 4 4
4 4 5 5 5 4 4 4 4 4 5
5 4 4 4 4 4 4 4 4 4 4
4 5 5 3 5 3 4 4 5 5 5
5 5 4 5 3 4 4 3 4 5 4
4 4 5 4 5 3 3 5 5 4 5
5 5 3 3 4 4 3 4 4 5 3
4 3 4 3 3 4 4 4 5 3 4
4 3 4 4 3 5 5 5 4 3 4
5 5 4 4 4 3 3 4 4 5 4
4 4 4 3 3 4 4 3 4 4 4
5 4 4 3 3 4 4 3 4 4 4
4 4 4 4 5 5 5 4 3 4 4
4 4 4 5 4 4 4 5 5 4 4
5 5 5 5 5 5 4 4 4 5 5
4 4 4 4 5 5 5 5 5 4 4
5 4 4 4 4 5 5 5 4 4 4
4 4 3 4 5 3 5 5 4 4 3
5 2 5 4 4 4 3 3 4 2 5
4 5 5 5 5 5 4 4 4 5 5
4 4 4 4 5 5 5 5 5 4 4
4 3 4 4 3 4 4 5 5 3 4
5 5 4 4 4 3 4 5 5 5 4
3 4 3 4 4 4 4 4 4 4 3
5 5 2 5 4 4 4 4 4 5 2
5 4 3 4 4 4 3 4 4 4 3
4 5 4 4 4 3 4 4 4 5 4
Variable Customer Satisfaction
5 5 5 5 5 5 5 5 5 5 5 5 5
3 3 3 3 4 3 3 3 3 4 3 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 3 3 4 4 4 3 3 4 4 3
4 4 4 3 3 4 4 4 3 3 4 4 3
5 5 5 5 5 5 5 5 5 5 5 5 5
3 3 4 4 4 3 3 4 4 4 3 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 3 4 4 4 4 3 4 4 4 3
3 4 3 4 3 3 4 3 4 3 4 3 4
4 4 4 4 4 4 4 4 4 4 4 4 4
5 4 5 4 4 5 4 5 4 4 4 5 4
5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 4 5 5 5 4 4 5 5 4
5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 5 5 4 4 4 5 5 4 4 5
4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 4 5 5 5 5 4 5 5 5 4 5
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 4 4 4 5 5 4 4 5 5
4 4 4 5 4 4 4 4 5 4 4 4 5
3 4 3 4 4 3 4 3 4 4 4 3 4
4 4 4 4 3 4 4 4 4 3 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4
4 5 5 5 4 4 5 5 5 4 5 5 5
4 4 4 5 5 4 4 4 5 5 4 4 5
4 4 4 3 4 4 4 4 3 4 4 4 3
5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 4 4 5 5 5 4 4 5 5 4 4
4 5 4 4 4 4 5 4 4 4 5 4 4
4 3 3 4 3 4 3 3 4 3 3 3 4
5 5 4 5 4 5 5 4 5 4 5 4 5
4 4 4 3 4 4 4 4 3 4 4 4 3
5 4 4 5 5 5 4 4 5 5 4 4 5
3 3 4 4 4 3 3 4 4 4 3 4 4
4 3 3 4 3 4 3 3 4 3 3 3 4
5 5 5 3 3 5 5 5 3 3 5 5 3
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 4 4 4 4 5 4 4 4 5
4 5 5 4 4 4 5 5 4 4 5 5 4
5 5 5 5 4 5 5 5 5 4 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4
3 4 5 4 4 3 4 5 4 4 4 5 4
5 5 5 4 4 5 5 5 4 4 5 5 4
5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 4 5 5 5 4 4 5 5 4 4 5
4 4 5 4 5 4 4 5 4 5 4 5 4
5 5 4 5 5 5 5 4 5 5 5 4 5
4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 5 5 4 4 4 5 5 4 4 5 5
5 4 4 5 4 5 4 4 5 4 4 4 5
5 5 4 5 4 5 5 4 5 4 5 4 5
5 4 5 5 5 5 4 5 5 5 4 5 5
5 5 4 4 5 5 5 4 4 5 5 4 4
3 3 4 3 3 3 3 4 3 3 3 4 3
4 4 4 5 5 4 4 4 5 5 4 4 5
4 4 4 5 5 4 4 4 5 5 4 4 5
5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 5 4 4 4 4 5 4 4 4 5
5 5 5 4 3 5 5 5 4 3 5 5 4
5 5 4 5 4 5 5 4 5 4 5 4 5
4 4 4 4 5 4 4 4 4 5 4 4 4
4 5 4 4 5 4 5 4 4 5 5 4 4
5 5 4 4 4 5 5 4 4 4 5 4 4
4 4 4 2 4 4 4 4 2 4 4 4 2
4 4 4 5 4 4 4 4 5 4 4 4 5
4 4 3 4 5 4 4 3 4 5 4 3 4
5 5 5 4 5 5 5 5 4 5 5 5 4
5 4 3 5 5 5 4 3 5 5 4 3 5
4 5 4 4 4 4 5 4 4 4 5 4 4
5 4 4 4 4 5 4 4 4 4 4 4 4
5 4 4 5 5 5 4 4 5 5 4 4 5
4 4 4 5 4 4 4 4 5 4 4 4 5
4 4 4 4 4 4 4 4 4 4 4 4 4
4 3 4 4 3 4 3 4 4 3 3 4 4
4 5 4 3 4 4 5 4 3 4 5 4 3
4 5 4 3 5 4 5 4 3 5 5 4 3
5 5 4 3 5 5 5 4 3 5 5 4 3
4 4 4 4 5 4 4 4 4 5 4 4 4
5 3 4 4 5 5 3 4 4 5 3 4 4
5 3 4 4 3 5 3 4 4 3 3 4 4
4 4 3 4 3 4 4 3 4 3 4 3 4
4 4 3 3 3 4 4 3 3 3 4 3 3
4 4 3 5 4 4 4 3 5 4 4 3 5
5 4 4 4 4 5 4 4 4 4 4 4 4
5 3 4 5 3 5 3 4 5 3 3 4 5
4 4 4 5 4 4 4 4 5 4 4 4 5
4 4 5 5 4 4 4 5 5 4 4 5 5
4 3 5 5 4 4 3 5 5 4 3 5 5
5 3 5 5 4 5 3 5 5 4 3 5 5
5 2 4 4 5 5 2 4 4 5 2 4 4
5 4 4 4 5 5 4 4 4 5 4 4 4
3 2 4 4 5 3 2 4 4 5 2 4 4
3 4 4 4 5 3 4 4 4 5 4 4 4
4 3 4 4 4 4 3 4 4 4 3 4 4
4 2 4 5 4 4 2 4 5 4 2 4 5
5 3 4 3 4 5 3 4 3 4 3 4 3
5 4 4 3 4 5 4 4 3 4 4 4 3
Lampiran 3
Variable Sales Promotion (X1)
Reliability Statistics
Cronbach's
Alpha
N of Items
,801 4
Correlations
SP1 SP2 SP3 SP4 SPTOT
SP1
Pearson Correlation 1 ,612** ,469** ,388** ,771**
Sig. (2-tailed) ,000 ,000 ,000 ,000
N 100 100 100 100 100
SP2
Pearson Correlation ,612** 1 ,712** ,357** ,846**
Sig. (2-tailed) ,000 ,000 ,000 ,000
N 100 100 100 100 100
SP3
Pearson Correlation ,469** ,712** 1 ,491** ,840**
Sig. (2-tailed) ,000 ,000 ,000 ,000
N 100 100 100 100 100
SP4
Pearson Correlation ,388** ,357** ,491** 1 ,714**
Sig. (2-tailed) ,000 ,000 ,000 ,000
N 100 100 100 100 100
SPTOT
Pearson Correlation ,771** ,846** ,840** ,714** 1
Sig. (2-tailed) ,000 ,000 ,000 ,000
N 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Variable Brand Image (X2)
Correlations
BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9 BITOT
BI1
Pearson Correlation 1 ,557** ,325** ,300** ,365** ,447** ,380** ,174 ,557** ,662**
Sig. (2-tailed) ,000 ,001 ,002 ,000 ,000 ,000 ,084 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
BI2
Pearson Correlation ,557** 1 ,398** ,450** ,277** ,278** ,390** ,182 1,000** ,774**
Sig. (2-tailed) ,000 ,000 ,000 ,005 ,005 ,000 ,070 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
BI3
Pearson Correlation ,325** ,398** 1 ,479** ,385** ,312** ,372** ,558** ,398** ,693**
Sig. (2-tailed) ,001 ,000 ,000 ,000 ,002 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
BI4
Pearson Correlation ,300** ,450** ,479** 1 ,623** ,443** ,298** ,189 ,450** ,680**
Sig. (2-tailed) ,002 ,000 ,000 ,000 ,000 ,003 ,059 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
BI5
Pearson Correlation ,365** ,277** ,385** ,623** 1 ,681** ,377** ,186 ,277** ,652**
Sig. (2-tailed) ,000 ,005 ,000 ,000 ,000 ,000 ,064 ,005 ,000
N 100 100 100 100 100 100 100 100 100 100
BI6
Pearson Correlation ,447** ,278** ,312** ,443** ,681** 1 ,627** ,196 ,278** ,670**
Sig. (2-tailed) ,000 ,005 ,002 ,000 ,000 ,000 ,051 ,005 ,000
N 100 100 100 100 100 100 100 100 100 100
BI7
Pearson Correlation ,380** ,390** ,372** ,298** ,377** ,627** 1 ,443** ,390** ,691**
Sig. (2-tailed) ,000 ,000 ,000 ,003 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
BI8
Pearson Correlation ,174 ,182 ,558** ,189 ,186 ,196 ,443** 1 ,182 ,512**
Sig. (2-tailed) ,084 ,070 ,000 ,059 ,064 ,051 ,000 ,070 ,000
N 100 100 100 100 100 100 100 100 100 100
BI9
Pearson Correlation ,557** 1,000** ,398** ,450** ,277** ,278** ,390** ,182 1 ,774**
Sig. (2-tailed) ,000 ,000 ,000 ,000 ,005 ,005 ,000 ,070 ,000
N 100 100 100 100 100 100 100 100 100 100
BITOT
Pearson Correlation ,662** ,774** ,693** ,680** ,652** ,670** ,691** ,512** ,774** 1
Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
,852 9
Variable Product Quality (X3)
Correlations
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQTOT
PQ1
Pearson Correlation 1 ,247 ,095 ,151 -,089 -,034 -,296 -,329 -,190 ,036 ,104 ,092
Sig. (2-tailed) ,173 ,605 ,411 ,630 ,854 ,101 ,066 ,298 ,844 ,569 ,617
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ2
Pearson Correlation ,247 1 -,041 ,286 ,219 -,066 -,036 ,040 -,005 -,288 -,191 -,119
Sig. (2-tailed) ,173 ,823 ,112 ,228 ,718 ,844 ,827 ,979 ,110 ,295 ,517
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ3
Pearson Correlation ,095 -,041 1 ,176 ,301 ,051 -,025 -,114 ,207 -,272 -,379* -,422*
Sig. (2-tailed) ,605 ,823 ,335 ,094 ,783 ,891 ,535 ,256 ,132 ,033 ,016
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ4
Pearson Correlation ,151 ,286 ,176 1 ,298 ,266 ,135 ,167 -,095 -,218 -,506** -,396*
Sig. (2-tailed) ,411 ,112 ,335 ,098 ,141 ,461 ,361 ,604 ,231 ,003 ,025
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ5
Pearson Correlation -,089 ,219 ,301 ,298 1 ,162 ,232 ,233 ,022 -,209 -,319 -,382*
Sig. (2-tailed) ,630 ,228 ,094 ,098 ,377 ,201 ,200 ,906 ,252 ,075 ,031
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ6
Pearson Correlation -,034 -,066 ,051 ,266 ,162 1 ,538** ,172 -,107 -,014 -,171 -,154
Sig. (2-tailed) ,854 ,718 ,783 ,141 ,377 ,001 ,347 ,558 ,940 ,349 ,400
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ7
Pearson Correlation -,296 -,036 -,025 ,135 ,232 ,538** 1 ,452** ,089 -,133 -,246 -,268
Sig. (2-tailed) ,101 ,844 ,891 ,461 ,201 ,001 ,009 ,626 ,469 ,174 ,137
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ8
Pearson Correlation -,329 ,040 -,114 ,167 ,233 ,172 ,452** 1 ,552** -,178 ,002 -,186
Sig. (2-tailed) ,066 ,827 ,535 ,361 ,200 ,347 ,009 ,001 ,329 ,989 ,309
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ9
Pearson Correlation -,190 -,005 ,207 -,095 ,022 -,107 ,089 ,552** 1 ,094 ,296 ,122
Sig. (2-tailed) ,298 ,979 ,256 ,604 ,906 ,558 ,626 ,001 ,610 ,100 ,505
N 32 32 32 32 32 32 32 32 32 32 32 32
PQ10
Pearson Correlation ,036 -,288 -,272 -,218 -,209 -,014 -,133 -,178 ,094 1 ,295** ,644**
Sig. (2-tailed) ,844 ,110 ,132 ,231 ,252 ,940 ,469 ,329 ,610 ,003 ,000
N 32 32 32 32 32 32 32 32 32 100 100 100
PQ11
Pearson Correlation ,104 -,191 -,379* -,506** -,319 -,171 -,246 ,002 ,296 ,295** 1 ,709**
Sig. (2-tailed) ,569 ,295 ,033 ,003 ,075 ,349 ,174 ,989 ,100 ,003 ,000
N 32 32 32 32 32 32 32 32 32 100 100 100
PQTOT
Pearson Correlation ,092 -,119 -,422* -,396* -,382* -,154 -,268 -,186 ,122 ,644** ,709** 1
Sig. (2-tailed) ,617 ,517 ,016 ,025 ,031 ,400 ,137 ,309 ,505 ,000 ,000
N 32 32 32 32 32 32 32 32 32 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
,300 11
Variable Customer Satisfaction (X4)
Correlations
CS1 CS2 CS3 CS4 CS5 CS6 CS7 CS8 CS9 CS10 CS11 CS12 CS13 CSTOT
CS1
Pearson Correlation 1 ,398** ,362** ,278** ,275** 1,000** ,398** ,362** ,278** ,275** ,398** ,362** ,278** ,656**
Sig. (2-tailed) ,000 ,000 ,005 ,006 ,000 ,000 ,000 ,005 ,006 ,000 ,000 ,005 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS2
Pearson Correlation ,398** 1 ,354** ,114 ,253* ,398** 1,000** ,354** ,114 ,253* 1,000** ,354** ,114 ,688**
Sig. (2-tailed) ,000 ,000 ,257 ,011 ,000 ,000 ,000 ,257 ,011 ,000 ,000 ,257 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS3
Pearson Correlation ,362** ,354** 1 ,270** ,224* ,362** ,354** 1,000** ,270** ,224* ,354** 1,000** ,270** ,674**
Sig. (2-tailed) ,000 ,000 ,007 ,025 ,000 ,000 ,000 ,007 ,025 ,000 ,000 ,007 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS4
Pearson Correlation ,278** ,114 ,270** 1 ,336** ,278** ,114 ,270** 1,000** ,336** ,114 ,270** 1,000** ,646**
Sig. (2-tailed) ,005 ,257 ,007 ,001 ,005 ,257 ,007 ,000 ,001 ,257 ,007 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS5
Pearson Correlation ,275** ,253* ,224* ,336** 1 ,275** ,253* ,224* ,336** 1,000** ,253* ,224* ,336** ,588**
Sig. (2-tailed) ,006 ,011 ,025 ,001 ,006 ,011 ,025 ,001 ,000 ,011 ,025 ,001 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS6
Pearson Correlation 1,000** ,398** ,362** ,278** ,275** 1 ,398** ,362** ,278** ,275** ,398** ,362** ,278** ,656**
Sig. (2-tailed) ,000 ,000 ,000 ,005 ,006 ,000 ,000 ,005 ,006 ,000 ,000 ,005 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS7
Pearson Correlation ,398** 1,000** ,354** ,114 ,253* ,398** 1 ,354** ,114 ,253* 1,000** ,354** ,114 ,688**
Sig. (2-tailed) ,000 ,000 ,000 ,257 ,011 ,000 ,000 ,257 ,011 ,000 ,000 ,257 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS8
Pearson Correlation ,362** ,354** 1,000** ,270** ,224* ,362** ,354** 1 ,270** ,224* ,354** 1,000** ,270** ,674**
Sig. (2-tailed) ,000 ,000 ,000 ,007 ,025 ,000 ,000 ,007 ,025 ,000 ,000 ,007 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS9
Pearson Correlation ,278** ,114 ,270** 1,000** ,336** ,278** ,114 ,270** 1 ,336** ,114 ,270** 1,000** ,646**
Sig. (2-tailed) ,005 ,257 ,007 ,000 ,001 ,005 ,257 ,007 ,001 ,257 ,007 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS10
Pearson Correlation ,275** ,253* ,224* ,336** 1,000** ,275** ,253* ,224* ,336** 1 ,253* ,224* ,336** ,588**
Sig. (2-tailed) ,006 ,011 ,025 ,001 ,000 ,006 ,011 ,025 ,001 ,011 ,025 ,001 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS11
Pearson Correlation ,398** 1,000** ,354** ,114 ,253* ,398** 1,000** ,354** ,114 ,253* 1 ,354** ,114 ,688**
Sig. (2-tailed) ,000 ,000 ,000 ,257 ,011 ,000 ,000 ,000 ,257 ,011 ,000 ,257 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS12 Pearson Correlation ,362** ,354** 1,000** ,270** ,224* ,362** ,354** 1,000** ,270** ,224* ,354** 1 ,270** ,674**
Sig. (2-tailed) ,000 ,000 ,000 ,007 ,025 ,000 ,000 ,000 ,007 ,025 ,000 ,007 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CS13
Pearson Correlation ,278** ,114 ,270** 1,000** ,336** ,278** ,114 ,270** 1,000** ,336** ,114 ,270** 1 ,646**
Sig. (2-tailed) ,005 ,257 ,007 ,000 ,001 ,005 ,257 ,007 ,000 ,001 ,257 ,007 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
CSTOT
Pearson Correlation ,656** ,688** ,674** ,646** ,588** ,656** ,688** ,674** ,646** ,588** ,688** ,674** ,646** 1
Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Reliability Statistics
Cronbach's
Alpha
N of Items
,887 13
Lampiran 4
p-plot
Normality Test
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean 0E-7
Std. Deviation 4,46768618
Most Extreme Differences
Absolute ,068
Positive ,037
Negative -,068
Kolmogorov-Smirnov Z ,677
Asymp. Sig. (2-tailed) ,748
a. Test distribution is Normal.
b. Calculated from data.
Multicollinearity Test
Heteroskedastisity Test
Model Collinearity Statistics
Tolerance VIF
1
(Constant)
SP ,876 1,142
BI ,813 1,230
PQ ,764 1,309
t-Test
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Toleranc
e
VIF
1
(Constant) 13,531 5,365 2,522 ,013
SP ,478 ,198 ,208 2,417 ,018 ,876 1,142
BI ,259 ,114 ,203 2,277 ,025 ,813 1,230
PQ ,495 ,116 ,392 4,264 ,000 ,764 1,309
a. Dependent Variable: CS
F Test
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1210,048 3 403,349 19,595 ,000b
Residual 1976,062 96 20,584
Total 3186,110 99
a. Dependent Variable: CS
b. Predictors: (Constant), PQ, SP, BI
R² Test
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 ,616a ,380 ,360 4,53696
a. Predictors: (Constant), PQ, SP, BI
b. Dependent Variable: CS