the effect of environmental influence, brand image, …
TRANSCRIPT
THE EFFECT OF ENVIRONMENTAL INFLUENCE,
BRAND IMAGE, AND BRAND ATTACHMENT
TOWARD CONSUMER BUYING DECISION (A
SURVEY OF LOREAL PRODUCTS USERS AT
HAIRCODE SALON CIBUBUR)
By
Linda P. Thompson
ID no. 014201000074
A skripsi presented to the
Faculty of Business President University
in partial fulfillment of the requirements for
Bachelor Degree in Economics Major in Management
January 2014
i
PANEL OF EXAMINERS APPROVAL SHEET
The Panel of Examiners declare that the skripsi entitled “THE EFFECT OF
ENVIRONMENTAL INFLUENCE, BRAND IMAGE, AND BRAND
ATTACHMENT TOWARD CONSUMER BUYING DECISION (A SURVEY
OF LOREAL PRODUCTS USERS AT HAIRCODE SALON CIBUBUR)that
was submitted by Linda P. Thompson majoring in International Business from the
Faculty of Business was assessed and approved to have passed the Oral Examination
on March 18th
, 2014.
Dra. Genoveva, M.M
Chair – Panel of Examiners
VinsensiusJajat K., SE, MM, MBA
Examiners I
Suresh Kumar, ST, M.Si
Examiners II
ii
SKRIPSI ADVISER RECOMMENDATION LETTER
This skripsi entitled “THE EFFECT OF ENVIRONMENTAL INFLUENCE,
BRAND IMAGE, AND BRAND ATTACHMENT TOWARD CONSUMER
BUYING DECISION (A SURVEY OF LOREAL PRODUCTS USERS AT
HAIRCODE SALON CIBUBUR) prepared and submitted by Linda P. Thompson
in partial fulfillment of the requirements for the degree of Bachelor in the Faculty of
Business has been reviewed and found to have satisfied the requirement for a skripsi
fit to be examined. I therefore recommend this skripsi for Oral Defense.
Cikarang, Indonesia, January 29th
, 2014
Acknowledged by,
VinsensiusJajat K., SE, MM, MBA
Head of Management Study Program
Approved by,
Suresh Kumar, ST, M.Si
Skripsi Advisor
iii
DECLARATION OF ORIGINALITY
I declare that this skripsi, entitled “THE EFFECT OF ENVIRONTMENTAL
INFLUENCE, BRAND IMAGE, AND BRAND ATTACHMENT TOWARD
CONSUMER BUYING DECISION (A SURVEY OF LOREAL PRODUCTS
USERS AT HAIRCODE SALON CIBUBUR)is, to the best of my knowledge and
belief, an original piece of work that has not been submitted, either in whole or in
part, to another university to obtain a degree.
Cikarang, Indonesia, January 29th
, 2014
Linda P. Thompson
iv
ABSTRACT
This research aims to identify variables influence the most in the decision buying
process of customers at Haircode Salon Cibubur by using Engel-Blackwell-Miniard
model: Environmental Influences, Brand Image, and Brand Attachment The research
is using a quantitative analysis. Data were gathered from 100 respondents of
Haircode Salon Cibubur customers who categorized from age 30-45 who purchase
or get L‟Oreal Product Service In conclusion to answer the statement of the problem,
the researcher used the three variables: Environmental Influence, Brand Image, and
Brand Attachment that influenced the consumer buying decision process elements,
and in the end there is one variable in which environmental influence, that come up
as the variable that give impact or influence the most to the consumerdecision
making process of consumer buying decision of L‟Oreal products at Haircode Salon
Cibubur.This research finally reveals the variables which influenced the most to the
consumer decision process of Haircode Salon Customers as the reference for the
business people especially the beauty product companies
Keywords: Environmental Influences, Brand Attachment, Brand Image, Consumer
Decision-Making Process, Engel-Blackwell-Miniard
v
ACKNOWLEDGEMENT
First of all the researcher would like to express his deepest gratitude to God for all
the blessing, guidance and everything that gives to the researcher. Because of his
blessing, the researcher could also finish this skripsi. Through all the effort and
process of finding ideas, changing topics, until the finishing, the researcher also
would like to say thanks to all individuals and group who had supported this skripsi
making process:
1. The researchers parents Mrs. And Mr. Thompson for all the support and pray
from finishing this entire chapter.
2. Mr. Suresh as the researcher skripsi advisor that always gave his time for
improving and giving idea through this entire skripsi.
3. Lizzy Mar as the researchers biggest inspirations in supporting local brands
4. For all the beloved friends at President University, thank you for all best
memories and support
vi
TABLE OF CONTENTS
PANEL OF EXAMINERS APPROVAL SHEET .................................................... i
SKRIPSI ADVISOR RECOMMENDATION LETTER ......................................... ii
DECLARATION OF ORIGINALITY ..................................................................... iii
ABSTRACT .............................................................................................................. iv
ACKNOWLEDGEMENT ....................................................................................... v
Table of Contents ..................................................................................................... vi
List of Table ............................................................................................................. x
List of Figures .......................................................................................................... xi
CHAPTER I ............................................................................................................. 1
INTRODUCTION
1.1 Background of the study: ................................................................................ 1
1.1.1 Global Demand ................................................................................... 2
1.2 Problem Identification ..................................................................................... 5
1.3 Statement of the Problem ................................................................................ 6
1.4 Research Objective .......................................................................................... 7
1.5 Significance of the Study ................................................................................ 7
1.6 Definition of Terms ......................................................................................... 8
1.7 Scope and Limitation ...................................................................................... 8
CHAPTER II ............................................................................................................ 10
LITERATURE REVIEW ......................................................................................... 10
2.1 Theoretical Review ......................................................................................... 10
2.1.1 Environmental Influence ...................................................................... 10
2.1.2 Brand Image ......................................................................................... 11
2.1.2.1 The Concept of Branding ......................................................... 12
2.1.3 Brand Attachment ................................................................................... 13
2.1.3.1 Brand Self-Connection ............................................................. 14
2.1.3.2 Brand Prominence .................................................................... 14
2.1.4 Consumer Buying Decision .................................................................... 15
vii
2.1.4.1 Consumer Buying Decision Process Model ............................. 15
2.2 Previous Research .............................................................................................. 22
2.3 Theoretical Framework ....................................................................................... 23
2.4 Hypothesis ........................................................................................................... 23
CHAPTER III .......................................................................................................... 24
RESEARCH METHODOLOGY ............................................................................. 24
3.1 Research Design ................................................................................................ 24
3.2 Sampling Design .............................................................................................. 25
3.2.1 Population and Sample ............................................................................ 25
3.2.2 Research Variables .................................................................................. 26
3.3 Research Instruments ....................................................................................... 26
3.3.1 Source of Data ...................................................................................... 26
3.3.2 Quistionnaire ........................................................................................ 27
3.4 Factor Analysis ................................................................................................ 31
3.5 Reliability .......................................................................................................... 32
3.6 Data Collection Procedure ............................................................................... 32
3.6.1 Descriptive ........................................................................................... 32
3.6.2 Classical Assumption Analysis ........................................................... 33
3.6.2.1 Normality Test ......................................................................... 33
3.6.2.2 MultiCollinearity Test .............................................................. 33
3.6.2.3 Heteroscedasticity Test ............................................................ 33
3.7 Hypothesis Testing ........................................................................................... 34
3.7.1 F-Test ....................................................................................................... 34
3.7.2 T-Test ....................................................................................................... 35
3.7.3 Multiple Linear Regressions Model ......................................................... 36
CHAPTER IV .......................................................................................................... 37
ANALYSIS AND INTERPRETATION OF DATA ............................................... 37
4.1 Company Profile .............................................................................................. 37
4.1.1 History ................................................................................................. 37
4.1.2 Development and Advancement of Loreal .......................................... 38
4.1.3 Product Categories .............................................................................. 38
viii
4.1.4 The Haircode Salon Cibubur ................................................................ 41
4.2 Data Result Anaylysis ...................................................................................... 41
4.2.1 The Characteristics of Respondents Based on Gender ........................ 41
4.2.2 The Characteristics of Respondents Based on Age.............................. 42
4.2.3 The Characteristics of Respondents Based on Education .................... 43
4.2.4 Respondents Based on Environtmental Influence .............................. 43
4.2.5 Respondents Based on Brand Image .................................................... 44
4.2.6 Respondents Based on Brand Attachment ........................................... 45
4.2.7 Respondents Based on Consumer Decision Process ............................ 46
4.2.8 Classical Assumption ........................................................................... 47
4.2.8.1 Factor Analysis .................................................................................... 47
4.2.8.2 Reliability Test ..................................................................................... 51
4.2.8.3 Normality Test ..................................................................................... 51
4.2.8.4 MultiCollinearity Test .......................................................................... 53
4.2.8.5Heterocedasticity Test ........................................................................... 53
4.2.8.6 Multiple Regression Analysis .............................................................. 54
4.2.8.7 F-Test ................................................................................................... 55
4.2.8.8 T-Test ................................................................................................... 56
4.3 Interpretation Results ...................................................................................... 57
CHAPTER V ............................................................................................................ 60
CONCLUSION AND RECOMMENDATIONS ..................................................... 60
LIST OF REFERENCES ......................................................................................... 63
APPENDIX .............................................................................................................. 69
ix
LIST OF TABLES
Table 3.1 Five-Likert Scale ..................................................................................... 28
Table 3.2 Questionnaire .......................................................................................... 28
Table 4.1 Percentage of Respondents by Gender .................................................... 41
Table 4.2 Percentages of Respondents by Age ....................................................... 42
Table 4.3 Percentages of Respondents by Education .............................................. 43
Table 4.4 Descriptive Statistics for Environmental Influences ............................... 43
Table 4.5 Descriptive Statistics for Brand Image ................................................... 44
Table 4.6 Descriptive Statistics for Brand Attachment ........................................... 45
Table 4.7 Descriptive Statistics for Consumer Buying Decision ............................ 46
Table 4.8 KMO and Bartlett‟s Test for X-Variables ............................................... 47
Table 4.9 KMO and Bartlett‟s Test for Y-variables ............................................... 47
Table 4.10 Communalities for X-variables ............................................................. 47
Table 4.11 Communalities for Y-variables ............................................................. 48
Table 4.12 Variance for X-Variables ...................................................................... 48
Table 4.13 Variance for Y-Variables ...................................................................... 49
Table 4.14 Rotated Component Matrix for X-Variables ........................................ 49
Table 4.15 Rotated Component Matrix for Y-Variables ........................................ 50
Table 4.16 Reliability Test ...................................................................................... 51
Table 4.17 MultiCollinearity Test ........................................................................... 53
Table 4.18 Multiple Regression Analysis ............................................................... 54
Table 4.19 Anova .................................................................................................... 55
Table 4.20 T-Test .................................................................................................... 56
Table 4.21 Model Summary .................................................................................... 57
x
LIST OF FIGURES
Figure 1.1 Map ........................................................................................................ 3
Figure 2.1 Brand Image‟s Dimension ..................................................................... 13
Figure 2.2 Consumer Buying Decision Making Process Model .............................. 17
Figure 2.3 Need Recognition Process ...................................................................... 18
Figure 2.4 Search for Information Process ............................................................... 19
Figure 2.5 Basic Components of Pre-purchase Alternative Evaluation Process ...... 20
Figure 2.6 Steps Between Evaluation of Alternatives and a Purchase Decision ...... 21
Figure 2.7 Theoretical Framework ............................................................................ 23
Figure 4.1 Normality Test ........................................................................................ 51
Figure 4.2 Normality P-Plot Graphic ....................................................................... 52
1
CHAPTER I
INTRODUCTION
1.1 Background of the Study
In today‟s society many companies are trying to make their market globalize.
In order to create globalize market companies needs to identify strategies in order to
influence consumer purchasing behaviour for their market. Nowadays, customers
buy things to reward themselves to make themselves feel good and also to satisfy
their psychological needs. People are conscious about social status and tend to own
brand products in order to seek-off their status, be trendsetter, and high self-esteem.
Nowadays, it is interesting to study the connection between “what people
buy” and “why people buy” as purchasing of items have become customers‟
awareness. It is no longer significant to neither see buyers of making rational
decision nor think that the shopper acts in a way that makes sense from an economic
of logical point of view (Pooler, 2003).
In this situation, the buying process is a combination of mental and physical
activities that ends with an actual purchase. The roles of “brand” play an important
influence on customer decision making because brands representing a name or a
symbol of company, product, service or customers‟ reputation. A product usually
made in a factory, it can be copied by competitors and it can be out-of-date. Whereas
brand is something that is bought by a customer, brand is unique, and a successful
brand is timeless once it is well-known for customers (Quiston, 2004). Once a brand
name become popular among customers it will remain to keep sounding on their
mind about the products.
Brands are considered as a weapon in which any business can attain the
attraction of people, expand company business, and can enjoy the competitive edge.
Thus, Brand image development is a long term process and it can prove a strong
weapon to fight with other competitors.
2
Consumers look at well-known brands as their final choice. It seems there is a
high correlation within brand and consumer behaviour. Managing brand in effective
ways can help company to enjoy a long term profits and gain customer loyalty in the
long run. Powerful brand will keep resound on the mind of the consumer and gain
loyalty. There is a situation of a customer loyalty, whereas, customer rejected to
change product or services to the other brand when the brand that they love is
running out of products or services. Customers tend to wait for their products to be
on the stock or even going to far away store.
Nowadays, customers are consumptive about purchasing their products; they
are going to purchase branding items, so the company has to try and keep their
customers loyal because once the customer not satisfied with what the brand is
offering, they will stop or seeking for the other that will satisfied them.
There are some benefit that the company will get when they have a loyal customer
stated by Griffin (2005), those are;
1. Reducing marketing cost, because cost for customer acquisition is higher than
the cost for customer retention.
2. Lowering the transaction cost, such as contract negotiation and processing order.
a. Reducing customer turnover cost
b. Increasing of cross-selling
c. Lowering the cost for failure
1.1.1 Global demand
Consumption of branding items as cosmetic products is on highly demand.
As global demand of natural and organic cosmetic and personal care products is
increasing due to the consumption of cosmetics and toilettes those are not restricted
to only women but also men.
3
According to Nuning, Barwa (2012), President of Perkosmi or Indonesian Cosmetic
Association,
Figure 1.1 Map
Source: (Barwa, 2012)
1. The USA market has reached up to 11.9% in the year 2010, and in 2015
estimated to reach $6.7 billion.
2. Cosmetic products in Brazil were the most fastest-growing market with total
sales of $7.5 billion in 2010 and expected to increase up to $13 billion in
2015.
3. In Europe the market grew 11. 7 % in 2010.
4. In Asia has increase 14% since the year of 2010, by the end of 2015, Asia
expected sales growth of $16.2 billion (Barwa, 2012).
Domestic demand mostly starts from a new middle class up to high class are
investing in the Southeast Asia, such as Indonesia. Indonesia, as it well-known for
their biggest economic growth for profit selling of 22% in last September for their
cosmetic industry reported by Peter TerKulve, chairman of Unilever Indonesia. He
also added “with this type of growth we constantly need to extend our manufacturing
capability reported from the Malaysian Insider Newspaper (2012).
Indonesians women are well known as the most beauty features for their good
skin and long hair. As it makes cosmetics and shampoo are known as luxurious
products. Wati, a 35-year old domestic worker in Java who earns US$200 a month,
has started spending a little more on shampoo after a recent pay raise, moving from
4
Sunsilk up to Dove which is more expensive but both Unilever brands in order to
maintain her beauty. A small tray of face powder and lipstick, her luxury, lasts her a
year reported from the Malasian Insider Newspaper (2012).
Nowadays, people could find beauty cosmetic easily as it available at modern
convenience stores, pharmacies, department stores, and supermarkets spread across
the archipelago of 17,000 islands, home to the world‟s fourth largest population. For
the high-class customers, who love to shop in the fancy malls of Jakarta and other
cities, brand such as Clinique, Lancome, Crabtree & Evelyn and Kiehlare available
for their franchise outlets. For middle-class costumers could find it at Matahari
Stores, Century, and even PasarBaru. For low class costumers could buy it at warung
by buying it sachet products.
Beauty cosmetic are the most register by the government to be “safe” for their
selling products compare to foods and other consumer products. There were about
9,000 cosmetic products registered. One of the famous brands, L‟Oreal, is trying to
develop specific products for Indonesians customer‟s demand. For instance,
Indonesian whose skin has to battle strong sun, high humidity, and urban pollution,
often leading to oily and sweaty complexions. L‟Oreal Company is trying to
matching up with their products in order to fulfil those needs. Moreover, L‟Oreal
Company is also trying to satisfy their customers with launching SPF protection
cream and waterproof products, as Indonesia are high with the Muslim population so
that cosmetics also have to pray five times a day.
In the urban areas, the growths of beauty products are on increasing sales in
terms of brands. From the record, Nielsen Indonesia reported that the expenditures of
cosmetic product has reached to 38.2 million households in Java, Sumatra,
Kalimantan, and Sulawesi. Whereas in the rural areas of java reached up to 11.08
million households (TheJakartaPost, 2013).
Jakarta, a capital city of Indonesia is a place where the business is growing
and promising especially beauty products and services. There are several cosmetic
businesses in Jakarta, such as Revlon, Avon, P & G, L‟Oreal and others. This growth
of cosmetic businesses would create an intense competition among them. L‟Oreal
5
Company is as one of the well-known brand and one of the strong competitors
among these beauty businesses that the researcher will focus throughout this paper
1.2 Problem identification
Whitening products‟ are one of the beauty products, sales has a significant
growth from year to year. Customers have a strong desire to have a brighter skin.
From business perspective, whitening products are the long lasting glory of profits.
Until recent reports has stated that whitening products did not go through quality
assurance and safety control. It found out to bring harmful and dangerous negative
side-effects when it used on daily basis.
BPOM least find total of 400,000 illegal cosmetic items on the market of 429
kinds of products (BPOM, 2012). It causes allergic, reddish, irritation, burn, and etc
to the victim customers because some of cosmetics contain unproven dosage of
chemical content. This situation affected to the sales in L‟Oreal to slow down as their
L‟Oreal Revitalist repair 10 is recalled from the market Poulter (2012) has
mentioned.
Another recall product also happen to L‟Oreal Paris Dream Blonde Bleach
and lightening due to their impact of causing irritation and sensitivity, Hair Manicure
L‟Oreal or Nuancelle, INOA in which color products with the first 100 percent
ammonia free permanent hair color that got complaint due to expensive price and
costumer hair color back to normal instead of having the right color.
According to Euromonitor (2012) L‟Oreal has been less proactive in hair care
to the comparison with to the high-growth categories such as skin care. This
supported by the L‟Oreal Group market share 2006-2012.
L‟Oreal has faced other problems on their business by using of beautiful
women as their endorser and product testing policies. Oscar winning actress, Rachel
Weisz, has suggested a ban on the use of Botox by fellow stars. However, critics
were raised when she appeared with perfectly smooth skin in a campaign for
L‟Oreal‟s age-defying beauty products. In fact it had been digitally enhanced or
airbrushed to even out her complexion.
6
According to The Advertising Standards Authority (ASA) (2012)
exaggerating image happen to L‟Oreal‟s Revitalist Repair 10. Another,
advertisement for an Olay anti-aging product featuring Twiggy was banned in 2009.
In 2012, L‟Oreal advertisements featuring Julia Roberts and Christy Turlington were
banned as well. Miss Swinson, who is co- founder of the Campaign for Body
Confidence, said: „The beauty and advertising industries need to stop for
manipulating unfair images (Poulter, 2012).
Another problem that L‟Oreal has to face is that the effect of rising price up
to 20 percent from the normal price in the early 2013 (L‟Oreal, 2013) could affect
their consumer from buying their products as buyer will try to look for another
substitution cheaper products other than L‟Oreal.
1.3 Statement of the Problem
To sharpen the focus of this research, research tends to make guidelines as follows.
Topic: This research is about analysing L‟Oreal Products on environmental
influence, brand image, and brand attachment toward consumer buying
decision.
Question: The researcher conducts the study to find out :
1. To what extent environmental influence, brand image, and brand attachment
has influence consumer buying decision?
2. To what extent environmental influence has influence consumer buying
decision?
3. To what extent brand image has influence consumer buying decision?
4. To what extend brand attachment has influence consumer buying decision?
Rationale: This research has purpose to analyse which variables between
environmental influences, brand image, and brand attachment that
influence the most consumer buying decision process of customers in
Haircode Salon to purchase L‟Oreal products.
7
1.4 Research Objetives
This objective of the research:
1. To analyze the influence of environmental influence, brand image, and brand
attachment toward the consumer buying decision process of L‟Oreal products users
in Haircode Salon Cibubur
2. To analyze the influence between environmental influence toward the
consumer buying decision process of L‟Oreal products users in Haircode Salon
Cibubur.
3. To analyze the influence between brand image toward the consumer buying
decision process of L‟Oreal products users in Haircode Salon Cibubur.
4. To analyze the influence between brand attachment toward the consumer
buying decision process of L‟Oreal products users in Haircode Salon Cibubur.
1.5 Significant of the Study
1. For the institution (President University):
The research is expected to contribute to the advancement of International
Business knowledge, especially about the relationship between marketing and
beauty industry. This analysis would be a journal for the next generation of
President University that also will do the analysis and can be the sample of
other researchers outside President University students.
2. For organization in beauty industry:
The outcome of this research will be very important for the beauty business in
Indonesia as they reference in bringing international products to be in to
Indonesia and even to push al the local beauty products to be involve in the
business as well. Also attract more audience to purchase beauty products
8
3. For the researcher:
Through this research is for partial fulfilment of the requirement for bachelor
degree and also by doing this research the research can apply the theories that
obtain during study process into the real world. Moreover, this analysis gets a
deep knowledge about beauty industries and how to gain more costumers to
purchase products as well in Indonesia as women as the target market and
created the wider point of view for researchers as a positive improvement.
1.6 Definition of Terms
a) Brand Image: a set of association in the minds of customer concerning
what a brand stands for and the implied promises the brand makes.
b) Brand Attachment: The facts that make people remember of specific
items or things.
c) Consumer Buying Decision: Generally viewed as consisting of sequential
steps or stages through which the buyer passes in purchasing a product or
service.
d) Customer Loyalty: a strong held commitment to re-buy or re-patronize a
preferred product or service consistently in the future, despite situational
influences and marketing efforts having the potential to cause switching
behavior.
e) Environmental Influence: External condition or surroundings, especially
in people live and work.
f) Loyal Customer: a buyer who chooses to do business with a particular
supplier and intends to buy from that supplier in the future
1.7 Scope and Limitation
The study will focus the relationship between environmental influence, brand
image, and brand attachment toward consumer buying decision from the perspective
of Haircode Salon‟s consumer. There are several limitations of this study which are :
9
1. The research only to investigate and analyse variables that most influence the
consumer buying decision of customers in Haircode Salon Cibubur in
purchasing L‟Oreal products.
2. The population of this study will be limited on Haircode Salon‟s customers
during December-January period due to the limitation of the time.
3. The respondent were costumers (30 years-45 years) at Haircode Salon
Cibubur
4. There are no complete data about Haircode Salon Cibubur. Hence, the
accuracy of the sampling method may be affected.
5. The research did not limit the study to specific gender, marital status, job, or
education level. However, the research still gathers data regarding gender for
demographic description of the study.
6. The result of study is accurate within the duration of the study only because
the planning and development in branding will change by time. Therefore, the
result might different in the future.
10
CHAPTER II
LITERATURE REVIEW
2.1 Theoretical Review
2.1.1 Environmental Influence
In today‟s society, consumers were shaped from their environment influence.
Consumers live in a complex environment, and their decision process behavior is
influenced by five major categories (Engel, Blackwell, & Miniard, 2005):
1. Culture
Cultures can categories from social, economic systems, family, religion,
education, language and communication and technology. Culture also used in
the study of consumer behavior. Cultures refer to the values, ideas, artifacts,
and other meaningful symbols that could help individuals to communicate,
interpret, and evaluate about market products in how products are used in
respect to their meaning, form, and also function.
2. Social Class
Social class refers to a group of people who share similar behavior, interest,
values, and behavior in the same economic position.
3. Family
The importance of the family or household unit in consumer behavior is high.
Family can influence decision making process as many products are
purchased by a family unit and buying decisions of individuals may be
heavily influenced by other members of the family.
There are roles from family consumption decisions:
a. Initiator or gatekeeper is the one who initiate an information about buying
products before decide what to buy it serves as father.
11
b. Influencer is the one that their opinions are to be listen when about to buy
a product it usually children (daughter or son) in family. Their role is to
influence their parents to buy items.
c. Decider is the person with the financial authority and or power to choose
how the family‟s money will be spent and on which products or brands. It
is usually mother and father who make decision for what need for the
family.
d. Buyer is the person who acts as the purchasing agent by visiting the store,
calling suppliers, writing checks, bringing products into home, and etc.
e. User: The person(s) who uses the product.
4. Personal Influence
Personal influence plays an important role in consumer buying decision
making, especially when one involve with other person or group of people.
As consumers, our behavior is usually affected by peers or those with whom
we closely associate. This influence could take the form of observation of what
others are doing, with the result that they become a comparative reference group.
5. Situation
It is obvious that behavior changes as the situations change and sometimes
These chances are unpredictable.
1. Physical: surrounding, time, and task.
2. Potential Impact of Environmental factors: communication purchase, and
usage situation.
3. Effecting of marketing message: advertisement (Brown, and Rothschild,
1993)
2.1.2 Brand Image
According to Van den Heever (2000) brand helps to identify company‟s good
and services, the word “brand” comes from the old German means to burn. Branding
12
has a relationship with declare of property and effect on consumer behavior. A
successful brand can be called when one company of Brand Image can fulfill
customers‟ need according to Hsief, Pan and Setiono (2004). Brand image classify
the brands from competitors it is unique and attractive to customers and creating a
desire for consumers to buy. Brand name and logo identify a product identity, value
and meaning. This statement is supported by Prasana Rosaline Fernandez (2009),
seller needs to identify their product value and meaning to be able to cope with other
competitor. Brand name and logo must also be unique and up-to-date in order t
manage to the fast changing environment to make their customer loyal.
Shopping, becomes a culture for Indonesian, it becomes a way to reduce their
stress from their daily routine. Also, people tend to shop for branding items as to
fulfill their desire to be acceptable in their society. People would tend to look higher
to their social status and with the look to be the trendsetter and to be appraisal on the
community.
2.1.2.1 The Concept of Branding
Brand is on consumers‟ heart and mind because consumers trust brand items.
Consumers want the item to be certain and qualify. Brand is a way to distinguish a
company‟s good, or services from their competitors Kotler (2009). Many of company
try to improve their brand image until it reaches perfection in order to gain higher
number of profit. Brand image serve as the most powerful instrument for marketing
strategy and strong weapon for long term profitability. From the consumers‟
perspective, brand is a guarantor of reliability and quality in consumer products
Roman et al (2005) added to this consumers. People tend to buy and use brand-name
products with a view to highlight their personality in different situational contexts
(Fennis and Pruyn, 2006). There are five dimensions to brand images benefits:
Experiential, Symbolic, Functional, Social, and Appearance Enhances
13
Figure 2.1 Brand Image’s Dimension
Source: Sondoh, Omar, Wahid, &Harun. 2007)
These brand images consists of experiential, symbolic, functional, social,
appearance, and enhances are the most important aspects to the creating of consumer
buying decision. Once a company accomplished the five dimension of brand image,
Oliver supported (1997) that it will create satisfaction and thus customers will
become a loyal costumer and have commitment to buy products. This is supported
byVasquez and Foxall (2006) has indicated that product image or brand have
significant impact on people loyalty.
2.1.3 Brand Attachment
Brand attachment stay in memory of a specific brand and consists of all
brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes
(Kotler and Keller, 2006). In this idea, customers feel strong connection with the
brand. Brand, attachment is critical because it should affect behaviors and later will
create brand profitability and customer lifetime value (Thomson, MacInnis, and Park
2005). It is also a stronger predictor of actual consumer behaviors than brand attitude
strength. When customers become attached to brand, the customers remain loyal and
not looking for alternative brands. The Brand Attachment can be explain as
motivation for self- expansion it supported from the Self-Expansion Theory (Aron et
al. 2005). It is a desire to incorporate brands into customer conception of “self.” The
more brand is included in the self; the closer is the bond that connects them. People
Brand Images:
(experiential,
symbolic,
functional, social,
Appearance
Enhances)
Overal
Satisfaction
Loyalty
Intention
14
develop a positive feeling of “oneness” with the entity and tend to view the entity‟s
resources as their own (Mittal 2006).
Two factors of determining brand attachment: Brand-Self Connection and Brand
Prominence
2.1.3.1 Brand–Self Connection
The idea that attachment involves a bond involves cognitive and emotional
connection between the brand (Chaplin and John, 2005). In this case consumer
develops a sense of oneness with the brand and creates a connection among them.
Customer feels high link with the brand or known as a cognitive representation.
Customers feel connection with brand thru their emotional (Thomson, MacInnis, and
Park 2005). Sometimes, it will create complex feelings about the brand, including
sadness and anxiety from brand if they do not purchase right away. Also vice versa,
customers feel happiness and comfort from brand and have pride with their brand
when they purchased. Consumers can be connected to a brand because it represents
who they are such as identity basis, personal concerns, or life projects (Mittal, 2006).
2.1.3.2 Brand Prominence
Brand prominence reflects the cognitive and affective bond that connects
brand with buyer‟s feeling and mind. Consumers who are highly attached to a brand
are more motivated to willing to pay a higher price for the brand (Thomson,
MacInnis, and Park 2005) or the willingness to purchase a large amount of products
brand rather than to other brands in the same or related product categories, and time
resources. The idea of Brand-Connection and Brand-Prominence are also high as a
thru of positive word-of-mouth. Positive memories about the attachment of other
person can effect to the other in highly attached to an attachment object than for
people who show weak attachment. In this case, when friend or family are satisfy
with a specific brand it will create the other to be attached to the brand that family or
friend satisfied with. Customers have to spend more time, money, and energy spent
on relationship sustaining behaviors of the brand itself. This logic is also supported
to (Akçura, Gönül, and Petrova, 2004) which suggests that the prominence of
15
feelings and thoughts can affect behavior by inhibiting recall of other thoughts and
feelings.
2.1.4 Consumer Buying Decision
Most of Companies are trying to match with costumers‟ need in order to
achieve their buying decision. The concept of Consumer Buying Decision needs to
be known for the Company to gain their customer‟s heart. In this case, consumer
behavior has been defined as the activities of people engaged in actual or potential
use of market items-whether products, services, retail environment, or ideas
(Berkman& Gilson, 1978). Consumer Behaviour can influence and change including
consumer education and protection, and the public policy (Engel, Blackwell,
&Miniard, 2005) toward the purchasing item. In this case highly educated customers
can be influenced by a salesperson to buy products in term of brand. Companies
have to understand of consumer consumption process in order to gain benefit this
statement supported by Aslam, Jadoon, and Zaman (2011). These Consumer
behaviours of values, preferences, perceptions, and behaviours are passed down
through individual‟s family, social groups, peers, and the surrounding culture and
subcultures it can be called as a word-of-mouth. Word of mouth can be classified in
both positive and negative way. In a positive way can promote products or service
vice whereas in negative way could create many disadvantages for company.
Therefore the effect of word of mouth can be beneficial (Solomon, 1996). Word-of-
Mouth Marketing is called as an advertising campaign messaging and is a vehicle for
a company to influence Local Market, Trendsetters, and Tastemakers to impressed
purchase behavior.
2.1.4.1 Consumer Buying Decision Process Model
Consumer Buying Decision Process Model is important for the customer in
order to fulfill the need in term of products, ideas or services (Du Plessis, Rousseau,
& Ehlers, 2011). A question arises when to determine “how do consumers make
decisions?” (Richarme, 2005). Consumer can make decision in where, what, and why
to buy product. A company really needs to focus on their consumer buying strategy.
16
Customer decision is a multi-staged and complex with several factors problem
recognition.
A consumer making a decision could be difficult in justifying the decision
(Mowen & Minor, 2006). There are several theory in determining consumer making
decision and will be explain now. First, The Theory of Buyer Behaviour (Howard
and Sheth, 1969) and the second is Consumer Decision Model (Blackwell, Miniard
et al. 2001) is two of the most widely cited analytical models.
The Howard-Sheth model or theory of buyer behavior is designed to explain
the brand choice of an individual. There are 5 levels of the Howard-Sheth model
decision making (Rao, 2011):
1. Extensive Problem-Solving (the early stages) of decision making where
the buyer has little information about brands.
2. Evoked Set – the consumers‟ assessment of the ability of the consumption
choices that are under active consideration to satisfy his or her goals.
3. Decision mediators – the buyer‟s mental rules or heuristics for assessing
purchase alternatives.
4. Predispositions – a preference toward brands in the evoked set expressed
as an attitude toward them.
5. Inhibitors – environmental forces such as limited resources (e.g. time or
financial) which restrain the consumption choice. There are 2 factors of
inhibitors:
1. Limited Problem-Solving (the advanced stage) where undecided
customers have knowledge and choice criteria.
2. Routinized Responses Behavior where buyers have well defined choice
criteria and also have strong tendency towards the brand.
The other Consumer Buying Decision Model is also known as the Engel-
Blackwell-Miniard Model was originally developed in 1968 by Engel, Kollat, and
Blackwell. This theory is a solving problem for many companies to learn in a depth
of consumer behavior and in how increase profitability. According to Engel,
17
Blackwell, and Miniard (2005) there are 7 basic steps to the consumer buying
decision making process model:
Figure 2.2 Consumer Buying Decision Process Model
Source: (Engel, Blackwell, &Miniard, 2005)
1. Need recognition
It is an initial and decision stage and also has strong influence. It starts with the
consumer recognizes a problem or need (Kotler & Armstrong, 2006) and
determine on whether buying products or not. Need of recognition can influence
three factors such as environmental influences, individual differences, and
memory (Engel, Blackwell, & Miniard, 2005) for making their decision. For
instance, if a customer has a strong positive image of a brand then it will remain
18
in their memory to purchase their items. Whereas, if a customer‟s has negative
image of the specific brands, the customers will not use the brands
Figure below will illustrates what happens during need recognition process.
Figure 2.3 Need Recognition Process
Source : (Engel, Blackwell, &Miniard. 2005)
2. Search for Information
When customer is searching for more information (Kotler, 2003).This is a
complex situation that contains both an internal and an external process. For
example, when customer familiar with their purchase, customers memory might
satisfactorily provide the information needed. The level of information required
to the involvement, experience and level of perceived risk. When customer
experience a significant degree of past experience, there is a high degree of
involvement or risk the purchase will require an external search for information
(Engel, Blackwell, &Miniard, 2005).
Desired State
Below
Thresholds
No Need
Recognition
Degree of
Discrepancy
Actual State
At or Above
Threshold
Need
Recognition
19
Figure 2.4 Search for Information Process
Source: (Engel, Blackwell, &Miniard, 2005)
From this case, buying decision is determine through internal search and also
from the knowledge itself in this case when already purchase brand item.
Customers are familiar with the brand itself.
3. Pre-purchase Evaluation of Alternative
Pre-purchase alternative evaluation can be defined as the process by which a
choice alternative is evaluated and selected to meet consumer needs (Engel,
Blackwell, & Miniard, 2005). Once the information is brought together the
purchaser will make their decision. :
1. The consumer is trying to determine a need.
2. The consumer evaluates that consist of brand name, price, country of origin,
and other, for certain benefits or choose from the product solution.
3. The consumer sees each product as a bundle of attributes of interest to buyers
vary by product (Kotler, 2003). The figure below will explain about basic
components of the pre-purchase alternative evaluation process.
Need Recognition
Internal search
Internal search
successful?
Undertake
External Search
Proceed with
decision
Determinants
of
Internal
Search:
Existing
Knowledge,
20
Figure 2.5 Basic Components of Pre-purchase Alternative Evaluation Process
Source: (Engel, Blackwell, &Miniard, 2005)
In this case, when there is pre-purchase alternative, customers can determine
whether stay loyal to the specific brands or even see another alternative or
substitute of the other brands.
4. Purchase
In the evaluation stage, the consumer forms preferences among the brands in the
choice. Consumer has an intention to buy the most preferred brand. However,
there are several of factor that could impact the purchase process (Engel,
Blackwell, & Miniard, 2005). Such as:
a. Changed motivation: Activated need is fulfilled in other ways or other needs
become dominant.
b. Changed circumstances: Economic considerations or other factors make a
purchase at this point become unwise
c. New information: previous alternative evaluation is shown to be deficient.
d. Desired alternatives are no longer available: the unanticipated shortages.
Assess Performance
of Alternatives
Apply Decision
Rule
Determine
Evaluative
Criteria
Determine
Choice
Alternatives
21
The figure below will give explanations how are the steps between evaluation of
alternatives and a purchase decision.
Figure 2.6 Steps between evaluation of alternatives and
a purchase decision
Source: (Kotler, 2003)
When there is alternative and a purchase decision, customers influence whether from
others in this case through environmental influence (family, social groups, or peer)
and also unanticipated from other factor in finding alternative to purchasing decision.
5. Consumption
The act of purchase. However, in this case the consumer must decide how this is
to be done. There were several options including usage at the earliest convenient
opportunity, short-term storage in anticipation of later usage opportunities, long-
term usage with no specific or anticipated use in mind (Engel, Blackwell, &
Miniard, 2005).
6. Post Consumption Evaluation
After consumption the consumer will evaluate and decide if the result of
purchase process was satisfaction or dissatisfaction. This could effect to the
future purchase (Engel, Blackwell, & Miniard, 2005).
Evaluation of alternatives
Purchase intention
Attitudes of others Unanticipated
situational factors
Purchase Decision
22
7. Divestment
Finally a consumer will need to consider how they will divest themselves of the
purchase. The resale value of high ticket items is an important factor in the
purchase decision. Increasingly ecological factors also effect purchase decisions
(Engel, Blackwell, & Miniard, 2005).
2.2 Previous Research:
Author Title Analysis Result
Niazi, Siddiqui,
Shah,and Hunjra,
(2012)
“Effective
advertising and
its influence on
consumer buying
behaviour”
Questionnaire of 200
respondents in twins cities
of Pakistan,
Environmental influence
and brand attachment as
Independent variable,
consumer buying decision
as dependent variable
Consumer buying decision
affected by the role of
environmental influence
Sondoh (2007) “The influence
of Brand Image
on Overall
Satisfaction and
Loyalty
Intention”
A Survey carried out on 97
females, as brand image is
the independent variable,
and consumer buying
decision and overall
satisfaction as the
dependent variable
Brand image influence
consumer buying decision
and thus creating customer
loyalty
Saeed, Lodhi,
Mukhtar,
Hussain,
Mahmood, and
Ahmad (2013)
“Factor
Affecting
Consumer
Purchase
Decision
Clothing
Industry”
A survey of consumer
buying behaviour in 2010,
Independent variable:
environmental influence,
brand image, and brand
attachment
Brand attachment create
consumer buying decision
when they get their favourite
design even at expensive
price
23
2.3 Theoretical framework
Figure 2.7 Theoretical Framework
Source: Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2013), self- construct
2.4 Hypothesis
1. H1: There is significant relationship between Environmental Influence, Brand
Image, and Brand Attachment toward Consumer Buying Decision Process on
purchasing L‟Oreal products.
2. H2: There is significant relationship between Environmental Influence toward
Consumer Buying Decision Process on purchasing L‟Oreal products.
3. H3: There is significant relationship between Brand Image toward Consumer
Buying Decision Process on purchasing L‟Oreal products.
4. H4: There is significant relationship between Brand Attachment toward
Consumer Decision Process on purchasing L‟Oreal products.
Environtmental
Influence
Brand Image
Brand Attachment
Consumer Buying
Decision
24
Chapter III
RESEARCH METHODOLOGY
3.1 Research Design
The methods for conducting research are divided in two categories:
qualitative and quantitative (Bryan & Bell, 2003). This research used quantitative
analysis which use questioner to analyze the most influence variables between
Environmental Influence, Brand Image, and Brand Attachment at Haircode Salon in
Cibubur area for purchasing L‟Oreal products. Based on Cooper and Schindler
(2006), research design is the blueprint for fulfilling objectives and answering the
question.
Quantitative research used because it provides the fundamental connection
between empirical observation and statistical tools of quantitative relationship.
According to Ross cited in Arquisola (2007) quantitative research uses data that are
structured in the form of numbers or that can be immediately transported into
numbers. It conforms to Bryan and Bell cited in Vardhan (2006) a quantitave design
is used “if the data is measured by numbers”. A quantitative technique is used by the
researcher to the respondent. Quantitative analysis is statistical analysis techniques
the determining value by examine its numerical and measurable characteristic.
Quantitave analysis is different from the qualitative analysis because in
qualitative analysis the journal will have no calculation of the numerical data, they
are focus on the theory and words but on the other hand quantitative analysis will
focus on using a calculation for the input data to reach the output. Quantitave
research uses numbers to prove or disprove a notion or hypothesis. Quantitative
research done by determined before commencing the project, use single or mixed
method with high level of consistency and involved cross-sectional or a longitudinal
approach (Cooper and Schindler, 2006).
25
3.2 Sampling Design.
3.2.1 Population and Sample
Population is a collection of analysis‟ unit that contains information which
wanted to know, in which the unit of analysis can be a person, event, company,
hospital, store, students, and others who share a number of common characteristic
(Simamora, 2004). In this study, the population used is all the costumers Salon in
Cibubur Area.
A population consists of all the items or individual about which people want
to reach conclusion (Berenson, Levine, & Timothy, 2012). Therefore, the target
population in this research is all consumers, men and women who purchased L‟Oreal
products in Haircode Salon in the Cibubur Area during period of December and
January. However, researcher does not know exactly how many of Haircode Salon
Cibubur who purchase L‟Oreal products. Therefore, researcher used infinite
population. According to Kothari (2004) infinite population is that population in
which it is theoretically impossible to observe all the elements. Researcher uses the
term infinite population for a population that cannot be enumerated in a reasonable
period of time.
Sampling technique is an information or data collection method of some parts
or members of a population (Silalahi, 2006). Sampling technique used in this
research, researcher will use non-probability sampling. Non-probability sampling
relies on the personal judgment of the researcher rather than on chance to select
sample elements. The researcher can arbitrarily or consciously decide what elements
to include in the sample. Non-probability samples may yield good estimates of the
population characteristics. The technique of using this sample is quota sampling is a
technique to of using total population (Sugiyono, 2009).
There are several characteristics for the sample:
1. The customer purchase product or get a service.
2. The age between 30-45 of women and men.
. In this study, because the population is unknown the number of samples was
obtained from infinite sampling design formula, as follows:
26
n = (
)
= (( ) (
)
= 96,04
Source: Kothari (2004)
n = total sampling
Z = α = 0.05 so Z0,05 = 1.96
= population standard deviation
e = sampling error; e= 5%
3.2.2 Research Variables
The research has 4 variables which including 3 independent variables and 1
dependent variable. The independent variables represent the variable that influenced
the consumer decision making that consisted of Environmental Influences, Brand
Attachment and Brand Image. The independent variable itself is the consumer
buying decision. Based on the literature review in chapter 2, researcher will describe
characteristics of each variable that will later used to construct questionnaire.
3.3 Research Instruments.
3.3.1 Source of Data
In this thesis the research used the primary data and secondary data by given
questioner to respondents. The questioner was based on Engel-Blackwell- Miniard
Consumer Buying Decision Making Theory. Primary data is the data originated by
the researcher for the specific purpose of addressing the research problem (Mahotra
27
and Peterson, 2002). Based on Copper and Schindler, primary data is the data that the
researcher collect to address the specific problem at the hand of the research question
(Cooper &Schindler, 2006). Therefore, according to William. G Zikmund primary
data gathered and assembled specifically for the research project at hand (William G,
2002). Primary data collected from the questioner research and the data are edited to
ensure the consistency across respondents. In this research, the questionnaires were
filled at the Haircode Salon Cibubur. The criteria must be the one with age between
30-45 years old. Whereas secondary data is data from secondary resources that the
researcher need including from journal, book, article, literature, or internet sources
(Bungin, 2008).
3.3.2 Questionnaire
According to Bulmer cited in Kelly, Harper, & Landau (2007) a questionnaire
is any structured research instrument which is used to collect social research data in a
face-to-face interview, self-completion survey, telephone interview or Web survey.
Questionnaire is a collection of data by providing or distributing a list of questions to
the respondents with hope of providing a response to the question list. Questionnaire
will be spread in order to gather the primary data. Questionnaire translate research
objectives into specific questions, standardize question and response categories,
foster respondent cooperation, serve as permanent records, can speed the process of
data analysis, and can serve the basic for reliability and validation measures (Burns
&Bush, 2003). According to Burns and Bush (2003) there are six functions of
questionnaire which are:
1. Translate the research objectives into question that are asked of respondents,
2. Standardizes those questions and the response categories so every participants
responds to identical stimuli,
3. By its wording, questions flow, and appearance, it fosters cooperation and
keeps respondents motivated throughout the interview,
4. Serves as permanent records of the research,
28
5. Depending on the type of questionnaire used, a questionnaire can speed up
the process of data analysis.
6. Contains the information on which reliability assessments may be made and
they are used follow-up validation of respondents‟ participation in the survey.
In this research, the questionnaire is using the five-likert scale format, in
which respondents are asked to indicate their degree of agreement or disagreement
on symmetric agree- disagree scale for each of series of stamen (Burns &Bush,
2003). Each response is given a numerical score to reflect its degree of attitudinal
favourable, and scores may be summed to measure the participant overall attitude
(Cooper &Schindler, 2006).
Table 3.1 Five- Likert Scale
Scale Rating
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Source: Burns and Bush (2003)
Table 3.2 Questionnaire
No Variable Indicator Question Researcher
X1 Environmental
Influence
Situation Ads of the brand
attract me to
purchase
Khraim
(2011)
Situation Increases of price
not hinder me to
purchase
Khraim
(2011)
29
Social Class The Brand helps me
to better fit into my
social group
Sondoh,
Omar, Wahid,
Ismail and
Harun (2007)
Situation Costumers bought
products to show
their economy
situation
Khraim
(2011)
X2 Brand Image Appearance
Enhance
The Designs of the
brand have
distinctive features
Khraim
(2011)
Symbolic Brand Name and
Image attract me to
purchase
Khraim
(2011)
Social Brand Name is
selected regardless
of price
Khraim
(2011)
Functional Brand reflects my
own personality
Khraim
(2011)
Symbolic The brand is
reputable
Khraim
(2011)
Functional The brand has good
functional quality
Khraim
(2011)
X3 Brand
Attachment
Feelings I feel emotionally
bonded to the brands
L. Malar
(2011)
Thoughts and
Feelings
The brand products
are often on my
thought and feeling
naturally and
instantly
L. Malar
(2011)
Thoughts The products
automatically evoke
many good thoughts
L. Malar
(2011)
30
about the past,
present, and future
Experience Costumers have own
more than one
products
L. Malar
(2011)
Perception and
Beliefs
The products is a
part of me * on daily
basis
L. Malar
(2011)
Y Consumer
Buying
Decision
Need Recognition The most well-
known and
advertised of the
product are usually
good choices to
purchase
Kwan, Yeung,
Au (2004)
Divestment My standards and
expectations on the
quality of the brand
are very high
Kwan, Yeung,
Au (2004)
Search for
Information
The brand last
longer than other
brands
Kwan, Yeung,
Au (2004)
Consumption The provides good
value for the money
Kwan, Yeung,
Au (2004)
Pre- Purchase
evaluation of
alternative
The access to buy
the products was
easy to be found.
Kwan, Yeung,
Au (2004)
Likert scale was firstly developed by Rensis Likert and often referred as Method of
Summated ratings, which means the rating scores for any answers or responses were
summed so that the total value is achieved (Likert, 1932). Likert scale contains
questions that systematically compiled to show the attitude of a respondent toward
the statements.
31
3.4 Factor Analysis
Factor analysis is a multivariate statistical procedure that used to examine all
the variables for interdependence (Malhotra, 2010). In general, this method used to
examine small number of factors that used to represent relationship among
interrelated variables. According to Nunnally‟s (as cited in Yamaguchi, 2008) There
are several steps in factor analysis to be tested:
1. KMO and Barlett test
To determine the appropriateness of the factor analysis in a research can be
analyze through the KMO (Kaiser-Meyer-Olkin) measure of adequacy test and
Barlett test of spericity. KMO test with range of 0 to 1 used to determine the
appropriateness of a research, if the index value quite high (around 0.5 to 1.0) ,
then factor anaysis is appropriate.
2. Communalities
Is an appropriate proportion of a test that being summed, the amount of variance
a variable shares with all the other variables being considered (Malhotra, 2010).
Acceptable values for communalities are above 0.5.
3. Total Variance
In total variance table, there is cumulative column which representing a
percentage that should be less than 100% because not all the variance is
explained through this study. The requirements of cumulative percentage
are 60%, but it would be great if the percentage is much higher. (Lehner &
Bredl, 2011)
4. Rotated component matrix
First of all, components loadings are representing a correlation coefficients
between variables and components to deliver information about the relationship
of variable and component. (Beri, 2007) Rotated component matrix used to
deliver a table that consist of factor loadings for each variable on the
components, each number represents the partial correlation between item and
rotated factor (Beri, 2007).
32
3.5 Reliability Test
Reliability test is used to determine the stability and consistency with which
the research instrument measures the constructs. Furthermore, Ary, Jacobs &
Razavich cited in Oluwatayo & Ayodele (2012) stated that if the test items on an
instrument are heterogeneous, that is measuring more than one trait or attribute, the
reliability index is best computed using Cronbach-alpha. Cronbach‟s Alpha
reliability test is used by averaging the coefficient that result from all possible
combinations of split halves. Given the formula below:
= *
+ [
∑
]
Where:
N = number of items on the instrument
= variance of individual item score
= sum of variances of scores of individual items
= variance of the total test scores
As noted by Malhotra cited in Yee & San (2011), the coefficient varies from
0-1 and value of 0.6 or less generally signifies unsatisfactory internal consistency
reliability. Alpha coefficients below 0.6 are weak in reliability, 0.6-0.8 is moderate
strong and 0.8-1.0 is very strong in reliability.
3.6 Data Collection Procedure
3.6.1 Descriptive
This research, the researcher used descriptive statistics in order to give
description of each variable that is used in this research. Those variables will be
related with collecting and summarizing data and with the presentation data.
33
3.6.2 Classical Assumption Analysis
3.6.2.1 Normality Test
Normality test is a method determines whether data that is used to test the
observation is normally distributed or not. In other word, normality test is
use to test the regression model between Independent and dependent variable
is distribute well or not; because the regression model must be normal or
almost normal (Priyatno, 2008).The easy way to know the regression is
normal or not, the data must be follow the diagonal line or histogram graph.
The graphical method show the distribution from random variable and
compare the distribution to theoretical plot.
3.6.2.2 Multicollinearity Test
Multicollinearity test is useful for the researcher to know the about each
independent variable is have related with the other in multiple regression.
According to Malhotra (2010), Multicollinearty test is a test to see the
correlations between Dependent and independent variable. Multicollinearity
test is test that must be avoid to all researcher, because the Multicollinearity
test is not good for each variable that related each other. To know the level of
Multicollinearity, Variance Inflation Factor (VIF) is used to know the level.
Usually VIF is used to know how high the level of variance of coefficients to
increase if there are no correlation between each independent variables. If
result of VIF. Is the result is above than 5, its mean two variable is have a big
correlation between each of them, and the researcher must deleted the
variable from multiple regressions. If the result of VIF is less than 5, it is
means the data is appropriate.
3.6.2.3 Heteroscedasticity Test
Heterocedasticity test is a test to see the pattern of residual variance from one
observation to another observation (Field, 2012). In this research to
determine heterocedasticity problem, researcher use scatter plot where
according to Santoso (2012), the model of scatter plot can be categorized
34
does not has any heterocedasticity if the plot on scatter plot are spread
randomly upper and lower 0 at Y axis without any specific pattern.
3.7 Hypothesis Testing
Testing the hypothesis explained by giving the statement or assumption about the
phenomenon. The statement divided into null hypothesis (H0) and alternative
hypothesis (Ha). Null hypothesis reflects that there are no effects of research and
alternative hypothesis reflects the effect for research. Hence, the hypothesis testing is
stated as follow:
Hα.1: There is significant relationship between Environmental Influence,
Brand Image, and Brand Attachment toward Consumer Buying Decision
Process on purchasing L‟Oreal products.
H0.1: There is no significant relationship between Environmental Influence,
Brand Image, and Brand Attachment toward Consumer Buying Decision
Process on purchasing L‟Oreal products.
Hα.2: There is significant relationship between Environmental Influence
toward Consumer Buying Decision Process on purchasing L‟Oreal products.
H0.2: There is no significant relationship between Environmental Influence
toward Consumer Buying Decision Process on purchasing L‟Oreal products
Hα.3: There is significant relationship between Brand Image toward Consumer
Decision Process on purchasing L‟Oreal products.
H0.3: There is no significant relationship between Brand Image toward
Consumer Decision Process on purchasing L‟Oreal products.
Hα.4: There is significant relationship between Brand Attachment toward
Consumer Decision Process on purchasing L‟Oreal products.
H0.4: There is no significant relationship between Brand Attachment toward
Consumer Decision Process on purchasing L‟Oreal products.
3.7.1 F-Test
F-test is aimed to test the influence of all independent variables toward dependent
variable simultaneously. In this test there will be hypothesis that:
35
H0: β1 = β2 = β3 0, if significant F > 0.05, accept H0
Ha: at least there is one β ≠ 0, if significant F < 0.05, reject H0
The level of significance that used in this research is α = 0.05. H0 is accepted if the f
test value is greater than the level of significance α = 0.05 and H0 is rejected if the f
test value is less than the level of significance α = 0.05.
Hα.1: There is significant relationship between Environmental Influence, Brand
Image, and Brand Attachment toward Consumer Buying Decision Process on
purchasing L‟Oreal products.
3.7.2 T-Test
The T-test will analyze the partial relationship between each of independent
variables (coefficient) and the dependent variable (Sarwono, 2012). The null
hypothesis is that the coefficient of independent variable (the slope of the line is 0).
If the significant level for the T-test is low (significant level alpha used is 0.05),
means rejecting H0 and conclude that the linear relationship does not exist and vice
versa.
H0: β1 = β2 = β3 0, if significant F > 0.05, accept H0
Ha: at least there is one β ≠ 0, if significant F < 0.05, reject H0
The level of significance that used in this research is α = 0.05. H0 is accepted if the f
test value is greater than the level of significance α = 0.05 and H0 is rejected if the f
test value is less than the level of significance α = 0.05.
H0: βi = 0, if significant T > 0.05, accept H0i = 1, 2, 3, 4
Ha: βi ≠ 0, if significant T < 0.05, reject H0
Hα.2: There is significant relationship between Environmental Influence toward
Consumer Buying Decision Process on purchasing L‟Oreal products.
H0.3: There is no significant relationship between Brand Image toward Consumer
Decision Process on purchasing L‟Oreal products.
36
H0.4: There is no significant relationship between Brand Attachment toward
Consumer Decision Process on purchasing L‟Oreal products
3.7.3 Multiple Linear Regressions Model
Regression analysis is the statistical techniques that identify the relationship
between two or more quantitative variables: dependent variables, whose value is
predicted, and independent variable that is about which knowledge is available.
Multiple regression analysis conducted by researchers in order to predict how the rise
and fall of the dependent variable when two or more independent variables as
predictor are changed. Thus, Multiple regression analysis will be performed when the
number of independent variables at least 2.
Y= βo + β1X1 + β2X2 + β3X3 + ε
Where:
Y = Dependent Variable, Consumer Buying Decision
a = Constant
b = Regression Coefficient of Independent Variable
X1 = Environmental Influences
X2 = Brand Attachment
X3 = Brand Image
37
CHAPTER IV
ANALYSIS OF DATA AND INTREPRETATION
RESULTS
4.1 Company Profile
L‟Oreal Group is one the world's largest cosmetics and beauty company
located in Paris, France. L‟Oreal Company is well-known for their cosmetic products
such as hair care products including hair color shampoo, hair tonic, skin care, sun
protection, make-up, perfumes. The Company hires many professionals‟
dermatologist, tissue engineering, pharmaceutical fields with the use of
nanotechnology patent-holder from US to make sure that their products are safe for
their customers.
4.1.1 History
The L‟Oreal Company started in1907 by EugéneSchueller, a young French
chemist and developed an innovative hair-color formula and during that time the
customers are Parisian hairdressers. Later on L‟Oreal were expanded through
research and more innovation to concentrate in the beauty products to Holland,
Austria, Italy, USA, South America, Russia and other countries. Until in the 1920,
this company has employed 3 famous chemists, and in 1950 employed 100 research
team members, in 1984 increase to 1,000 researchers.
Today, L‟Oreal company is present worldwide with employment more than
3,000 chemists (L‟Oreal, 2013) and over 500 brand and more than 2,000 products
such as hair color, permanent, styling aids, cleaners, skin care, and other cosmetic
products are sold in all distribution channels, from hair salon, perfumeries,
supermarket, healthy and beauty outlets.
In the present time, the company has over 50,500 employees worldwide,
which are of 98 nationalities. The Group is present in 130 countries and has 290
subsidiaries. 76 of the personnel work out of France. There are 42 factories all
over the world producing L‟Oreal products.
38
4.1.2 Development and Advancement of L’Oreal
L‟Oreal is trying to win their customer‟s mind and heart by creating products
according to the needs, beauty rituals and lifestyles. Nowadays, L‟Oreal productsare
innovated according to their consumers live in term of climate, environmental
influence, and tradition or culture.
In the year of 2012, in Japan, L‟Oreal Professional has innovate dodor-free
hair color technology or known as “Alluria Grey and Alluria Fashion.” Whereas in
Korea, has innovated the permanent wave collection. Korea is most known for their
fashion trends.
In Indonesia, L‟Oreal opens one of the largest plants in Jababeka as Indonesia
has known for the fast-growing demand in the South-East Asian beauty market.
L‟Oreal Company has a goal to become the hair care and has a growth rate of 33.9 %
and rapid expansion of an affluent middle class and the strong appeal of high-quality,
affordable cosmetics suited to the expectations of a population with a highly
developed beauty culture.
4.1.3 Product Categories
The brands of L‟Oreal strive to promote the different specialties of luxury
beauty: skincare, make-up, fragrances and hair care. L‟Oreal also set out to offer
high-quality products through a selective distribution channel, and provide excellent
service that respects the diversity of its consumers. L‟Oreal product categories can be
divided into 4 elements: professional products, LUXE products, consumer products,
and active cosmetics
1. PROFESSIONAL PRODUCTS:
L‟Oreal Professional uses commonly by many of hairdressers in the world. It
combines highly effective products with exclusive services in coloring, texture, hair
care and styling products. Products are including KERASTASE, MATRIX,
REDKEN, and other famous brands.
KERASTASE represents the finest in luxury care for hair, setting new
standards in professional hair care products distributed through selected
prestigious salons, where hair is analysed in detail and the whole process
becomes a ritual of beauty for women.
39
MATRIX is the #1 American professional brand and use by hairdresser all
over the world too. Matrix also supported their academy beauty in the USA.
The brand offers a wide range of hair care, hair color and hair texturizing
products including: Biolage, Total Results, So color, Color Sync, Design
Pulse and Opti.smooth..
REDKEN, brings NYC style, committed to support hairstylists with educate
and creativity as recognize for a unique mix of fashion, science and
inspiration. REDKEN products are only available in professional beauty
salons in over 50 countries.
2. LUXURY PRODUCTS:
L‟Oreal LUXE products are available at department stores, cosmetics stores,
travel retail, but also own-brand boutiques and dedicated e-commerce
websites such as LANCOME, BIOTHERM, HELENA, GIORGIO
ARMANI, SHU EUMURA.
LANCOME has become the # 1 brand in the women selective cosmetics
market by offering unique and complementary skin care, make-up and
perfume in more than 130 countries. Lancôme‟s best-sellers are: For skincare:
Visionnaire, , Rouge in Love, Teint Miracle, TeintIdole Ultra 24h; For
fragrance: La vie est belle, Trésor, Ô, Hypnôse.
BIOTHERM,uses the dry-skin customer that contain of aquatic formula.
Biotherm iconic products include: Aquasource, Blue Therapy, LaitCorporel,
Biomains and Eau Vitaminée.
3. CONSUMER PRODUCTS:.
The Consumer Products are sell in mass retailing channels such as
hypermarkets, supermarkets, drugstores and traditional stores.The aimed from this
selling so that customers can buy L‟Oreal products easily at a convenient price.
These brands offer a wide range as L‟Oreal Paris, Maybelline, and Garnier products.
Garnier, as a true skin care expert, Garnier also offers a large selection of
products, from face care to sun care. Among Garnier‟s skin care products
40
some of them have a become essential such as AmbreSolair. Garnierproducts
are aim for the sun protection. It is one of the best seller in Indonesia
nowadays especially when it launched their BB Cream.
4. ACTIVE COSMETICS
The Active Cosmetics Department designs and markets dermo-cosmetic care
products sold in pharmacies and specialist sections of drugstores. Its products offer
consumers proven safety and efficacy, backed up by pharmaceutical advice and
dermatological prescription. The products are including Vichy, LA ROCHE POSAY,
SKINCEUTICALSM, and others.
The most sold brand are Vichy are known for the anti-aging. Vichy has been
helping women worldwide to take care of their beauty, whatever their age or
skin type. For example, Liftactiv, the N°1 anti-wrinkle skincare in
pharmacies, with its Serum 10 which recreates a new skin from the first
drop. Neovadiol, leading cosmetic care in pharmacies for women at
Menopause, redensifies the skin and shapes up the face and neck.
Idealia introduces a new approach to rejuvenation though transformation of
the skin quality. Aqualia Thermal takes in all the benefits of Vichy thermal
spa water to moisturize and soothe sensitive skin; Dercos has been offering
hair care products for more than 15 years and is a leader in hair loss
prevention.
LA ROCHE-POSAY products are aimed for sensitive skin customers. The
brand is also engaged with dermatologists, in several awareness campaigns on
the prevention of skin cancer. The most popular brands are: Lipikar,
Anthélios, Effaclar, Tolériane, Hydraphase, Redermic, Substiane,
Respectissime, Novalip Duo, TolerianeTeint.
SKINCEUTICALSMhelps to prevent skin from aging and correct premature
signs of aging with antioxidants. SkinCeuticals mission is to improve skin
health and fight the major signs of aging, whether they are natural or
environmental or UV exposure, pollution, stress, tabacco, etc.
41
4.1.4 HAIRCODE Salon Cibubur
Haircode Salon has located in Raffles Hills Cibubur. Raffles Hills is one of
the elite house in the Cibubur Area and has more than 1,000 family units. Therre are
another houses area such as Kota Wisata, Puri Sriwedari, Citra Grand and many
others. Cibubur Area is also providing for the people to expand their business.
Haircode Salon it is one of the growing-franchisee business in Jakarta. In Cibubur
area is one of the 16 other branches and the main office located in Jakarta. Haircode
Salon Cibubur serves beauty service and products to satisfy women‟s need. The
Company has 4 hairstylists, 5 therapists, 1 cashier, and 1 office boy. Their store
hours from 9 a.m to 8 p.m from Monday-Sunday.
4.2 Data Result Analysis
The characteristic of the respondents in this research is Haircode Salon
Cibubur Customers age 30-45 years old. In this discussion, characteristic of
respondents will be displayed in form of table that is described in percentage. From
the infinite population formula of 100 respondents that give their opinion from the
statements in the questionnaire, it can be seen there are differences in the
characteristic between one respondent with the other respondents. These differences
include respondents gender, age and education. In the distributed questionnaires,
there are some data gained about the respondent characteristic:
4.2.1 The Characteristic of Respondents Based on Gender
Table 4.1 Percentage of Respondents by Gender
Gender Frequency Percentage (%)
Male 35 35%
Female 65 65%
Total 100 100%
Source: Analyzed of Primary Data, 2014
42
Table IV.1 shows the composition of gender where it is shown from the total
respondents that is 100 people. Male composition is 35 people (35%) and Female is
65 people (35%).From the data above we could see that more than half of the
respondents were female, since the female customers were dominant in went to Salon
and were easier to be asked for help in order to filled in the questionnaire.
4.2.2. The Characteristics of Respondents Based on Age
Table 4.2 Percentage of Respondents by Age
Age Frequency Percentage
30 25 25 %
32 6 6%
34 10 10%
35 9 9%
36 10 10%
37 13 13%
38 11 11%
39 10 10%
40 6 6%
Total 100 100 %
Source: Analyzed of Primary Data, 2014
Table IV.2 shows the composition of age of the respondents, where it is shown from
the total respondents that is 100 people. The mostrespondents are in the age of 30
(25%) with the frequency of 25 respondents, 34 (10%) with the frequency of 10
respondents, and 36 (10%) years old with the frequency of 10 respondents.
Age 37 (13%) with the frequency of 13 respondents, age of 38 (11%) with the
frequency of 11 respondents and age of 39 (10%) with the frequency of 10
respondents.
43
4.2.3 The Characteristic of Respondents Based on Education
Table 4.3 Percentages of Respondents by Education
Education Frequency Percentage
D3 13 13%
S1 55 55%
S2 22 22%
SMA 10 10%
Source: Analyzed of Primary Data, 2014
For the education background, the research can include that respondents with D3
13%, S1 55%, S2 22%, dan SMA 10%. From this research, it can make a conclusion
that the respondents or customers at HaircodeCibubur are well-educated.
4.2.4 Respondent Responses to Environmental Influences
Table 4.4 Descriptive Statistic for Environmental Influences
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
ENV1 100 1.00 5.00 2.6900 1.15203
ENV2 100 1.00 5.00 2.8700 1.06035
ENV3 100 1.00 5.00 3.0500 1.08595
ENVY4 100 1.00 5.00 2.7800 1.11537
Valid N (listwise) 100
Source: Analyzed of Primary Data, 2014
Table IV.4 shows the respondents responses to four statements about the environmental
influences. From the four statements, it can be seen that:
1. The respondents are disagree with the ENV 1 or question 1,” Ads of the brand attract
me to purchase,” to the corresponding consumer buying decision of L‟Oreal products.
44
Reference group, Social, and Family situation might affect to the L‟Oreal products
consumer buying decision.
2. The respondents are neutral with the ENV 2 or question 2, “Increase of price not
hinder me to purchase,” toward consumer buying decision. Whether the price are normal
or increase, users still buying L‟Oreal products.
3. The respondents are neutral with the ENV 3 or question 3, “The Brand helps me to
better fit into my social group.”
4. The respondents are disagree with the ENV 4 or question 4,” Costumers bought
products to show their economy situation.”
5. The mean average for the four statements are 2.847 in which respondents are neutral
to the overall question,
4.2.5 Respondent Responses to Brand Image
Table 4.5 Descriptive Statistic for Brand Image
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
BA1 100 1.00 5.00 3.3400 1.04659
BA2 100 1.00 5.00 3.5000 1.12367
BA3 100 1.00 5.00 3.5100 1.06832
BA4 100 1.00 5.00 3.3900 1.08148
BA5 100 1.00 5.00 3.6600 1.00725
BA6 100 1.00 5.00 3.8600 1.02514
Valid N (listwise) 100
Source: Analyzed of Primary Data, 2014
In the table IV.5 shows the respondents responses to the six statements about the
Brand Image variable. From all six statements:
1. The respondents are neutral with the BA 1 or question, “The designs of the brand
have distinctive features,” to the corresponding consumer buying decision of L‟Oreal
products.
2. The respondents are neutral with the BA 2 or question, “Brand name and image attract
me to purchase,” toward consumer buying decision.
45
3. The respondents are neutral with the BA 3 or question, “Brand name is selected
regardless of price.”
4. The respondents are neutral with the BA 4 or question,” Brand reflects my own
personality.”
5. The respondents are agree with the BA 5 or question, “The brand is reputable.”
6. The respondents are agree with the BA 6 or question, “The brand has good functional
quality.”
7. The mean average for the six statements is 3.543 in which respondents are neutral to
the overall question.
4.2.6 Respondents Response to Brand Attachment
Table 4.6 Descriptive Statistic for Brand Attachment
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
BAT1 100 1.00 5.00 2.8000 1.23091
BAT2 100 1.00 5.00 2.9300 1.11242
BAT3 100 1.00 5.00 3.0300 1.07736
BAT4 100 1.00 5.00 2.9800 1.14574
BAT5 100 1.00 5.00 2.9400 1.16185
Valid N (listwise) 100
Source: Analyzed of Primary Data, 2014
Table IV.5 shows the respondents responses to five statements about the Brand
Attachment. From the five statements, it can be seen:
1. The respondents are neutral with the BAT 1 or question, “I feel emotionally bonded to
the brands,” to the corresponding consumer buying decision of L‟Oreal products.
2. The respondents are neutral with the BAT 2 or question, “The brand products are
often on my thought and feeling naturally and instantly,” toward consumer buying
decision.
3. The respondents are neutral with the BAT 3 or question, “The products automatically
evoke many good thoughts about the past, present, and future.”
46
4. The respondents are neutral with the BAT 4 or question, “Costumers have own more
than one product.”
5. The respondents are neutral with the BAT 5 or question, “The products is a part of me
on daily basis.”
6. The mean average for the five statements is 2.936 in which respondents are neutral to
the overall question.
4.2.7 Respondents Response to Consumer Buying Decision
Table 4.7 Descriptive Statistic for Consumer Decision Process
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
CONS1 100 1.00 5.00 3.0000 1.12815
CONS2 100 1.00 5.00 2.9100 1.19844
CONS3 100 1.00 5.00 3.1400 1.20621
CONS4 100 1.00 5.00 2.9000 1.29880
CONS5 100 1.00 5.00 3.0500 1.18386
Valid N (listwise) 100
Source: Analyzed of Primary Data, 2014
Table IV.6 shows the respondents responses to five statements about the Consumer
Decision. From the five statements, it can be seen that:
1. The respondents are neutral with the CONS 1 or question, “The most well-known and
advertised of the product are usually good choices to purchase.”
2. The respondents are neutral with the CONS 2 or question, “My standards and
expectations on the quality of the brands are very high.”
3. The respondents are neutral with the CONS 3 or question, “The brand last longer than
other brands.”
4. The respondents are neutral with the CONS 4 or question, “The provides good value
for the money.”
5. The respondents are neutral with the CONS 5 or question, “The access to buy the
products was easy to be found.”
47
6. The mean average for the five statements is 3.00 in which respondents are neutral to
the overall question.
4.2.8 Classical Assumption
4.2.8.1 Factor Analysis:
Table 4.8 KMO and Bartlett’s Test for X-variables
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .849
Bartlett's Test of Sphericity
Approx. Chi-Square 853.463
df 105
Sig. .000
Source: Analyzed of Primary Data, 2014
From this research, it can conclude that the variables are reliable as it greater than 0.5
for the X variable.
Table 4.9 KMO and Bartlett’s Test for Y-variables
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .753
Bartlett's Test of Sphericity
Approx. Chi-Square 275.675
df 6
Sig. .000
Source: Analyzed of Primary Data, 2014
From this research, it can conclude that the variables are reliable as it greater than 0.5
for the X variable
Table 4.10 Communalities for X-variables
Communalities
Initial Extraction
ENVI 1.000 .685
ENV2 1.000 .778
ENVI3 1.000 .715
ENVI4 1.000 .730
48
BA1 1.000 .743
BA2 1.000 .833
BA3 1.000 .769
BAT1 1.000 .751
BAT2 1.000 .813
BAT3 1.000 .732
Source: Analyzed of Primary
Data, 2014
From The questionnaire statement is valid if the extraction computation is bigger than
0.50. Based on the calculation, the result from pre-test questionnaire with 15 statements
for the x variable and 100 respondents and only 10 statements from 15 statements from
the X variable questionnaire are valid for the research and 5 statements will not be used.
Table 4.11 Communalities for Y-variables
Communalities
Initial Extraction
CONS1 1.000 .752
CONS2 1.000 .809
CONS3 1.000 .556
CONS4 1.000 .879
Source: Analyzed of Primary Data,
2014
From The questionnaire statement is valid if the extraction computation is bigger
than 0.50. Based on the calculation, the result from pre-test questionnaire with 5
statements from the dependent variable with 100 respondents and 4 statements from
5 statements are valid for the research and the 1 invalid statement will not be used.
Total variance
Table 4.12 Variance for X-Variables
Component Initial Eigenvalues Rotation Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of Variance Cumulative %
49
1 2.935 29.355 29.355 2.900 28.999 28.999
2 2.475 24.752 54.107 2.330 23.300 52.299
3 2.138 21.377 75.484 2.319 23.186 75.484
4 .456 4.558 80.043
5 .446 4.456 84.498
6 .412 4.117 88.616
7 .342 3.421 92.037
8 .324 3.237 95.273
9 .250 2.496 97.770
10 .223 2.230 100.000
Source: Analyzed of Primary Data, 2014
The total variance for the X variables from the 10 staements are 73.48 %. It means
that the X-variables has a good total variance .
Table 4.13 Variance for Y-Variables
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.997 74.922 74.922 2.997 74.922 74.922
2 .558 13.960 88.881
3 .344 8.598 97.480
4 .101 2.520 100.000
Extraction Method: Principal Component Analysis.
Source: Analyzed of Primary Data, 2014
There are 74.922 % in all 4 statements of the y-value that has good total variance.
Rotated component matrix
Table 4.14 Rotated Component Matrix for X-Variables
Rotated Component Matrixa
Component
1 2 3
ENV2 .878
50
ENVI4 .850
ENVI3 .844
ENVI .813
BA2 .898
BA3 .868
BA1 .846
BAT2 .898
BAT1 .861
BAT3 .850
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 4 iterations.
Source: Analyzed of Primary Data, 2014
It represents correlation coefficients between variables and components to deliver
information about the relationship of variable and component. There are 10
statements and spread nicely in the component. There are 4 subtest that are loaded
strongly for factor one, there are 3 subtest that are loaded strongly for factor 2, and
there are 3 subtests that are loaded strongly for factor 3.
Table 4.15 Rotated Component Matrix for Y-Variables
Component Matrixa
Component
1
CONS4 .938
CONS2 .900
CONS1 .867
CONS3 .746
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
Source: Analyzed of Primary Data, 2014
There are 3 subtest that are loaded strongly for the dependent variable
51
4.2.8.2 Reliability Test
Table 4.16 Reliability Test
No Variable Cronbach's
Alpha
N of
Items Reliability
1 Environmental Influence (X1) 0.868 4 Reliable
2 Brand Image (X2) 0.725 6 Reliable
3 Brand Attachment (X3) 0.817 5 Reliable
4 Consumer Buying Decision
(Y)
0.792 5 Reliable
Total of Sample 100
Source: Analyzed of Primary Data, 2014
Table 4.16 shown that each of variable in dependent and independent
variables has reliability more than 0.7 which means that all variable in this study is
very strong reliable. It also means that each of variables above is well correlated to
each other.
4.2.8.3 Normality Test
Figure 4.1 Normality Test
Figure 4.1 Histogram Graphic
Source: Analyzed of Primary Data, 2013
52
Source: Analyzed of Primary Data, 2014
The normality test is done by using data which taken from the questionnaires that
had been spread to 100 respondents. Here is the histogram to show the normality test
in this questionnaire. The data can be normal if the high peek, on the middle of the
histogram or if X = 0. The requirement to continue the process or analysis if the data
has been normal. Because of the normality test is one of classic assumption test is to
fulfill all classic assumption. From the histogram above, the high peek in the
frequency of 10 in the middle position which is 0.
Figure 4.2 Normality P-Plot Graphic
Source: Analyzed of Primary Data, 2014
The data is considered normal if the plots are placed around the diagonal line and
follow the direction of the diagonal line, then the regression model comply the
normality. On the contrary, if the plots are placed far from the diagonal line, then the
regression model do not meet the requirement of normality. Based on the P-Plot, the
plots are placed around and in the same direction with the diagonal line. The data is
53
distributed normally and the regression model shows the normality. This means the
data is normal.
4.2.8.4 Multicollinearity Test
In order to recognize the relationship among the independent variable,
multicollinearity test is used. Multicollinearity test analyzed by tolerance and
variance inflation factor was used in this research. Tolerance Value is should be 10%
or variance inflation factor (VIF) coefficient less than 10% because T X VIF =1.
Here is the result of data process of Multicollinearity test using Tolerance value and
VIF method in SPSS 21.0:
Table 4.17 Multicollinearity
Model Collinearity Statistics
Tolerance VIF
1
(Constant)
ENVY .998 1.002
BA .979 1.022
BAT .980 1.020
Source: Analyzed of Primary Data, 2014
In the chapter III, Multicollinearity has no detected if the tolerance is more
than 0.1 and VIF is less than 10. From the table above, it shows that the independent
variables is more than 0.1 and VIF less than 10. It can be seen that the three
independent variables tolerance score is 0.985 (more than 0.1) and VIF 1.014 (less
than 10). It can be concluded that there is no multicollinearity among those
independent variables and can be process.
4.2.8.5 Heteroscedasticity Test
Heteroscedasticity can be done by looking at the output of SPSS 21.0 scatter
plot. If there is a specific pattern like dots (points), which is forming an irregular
pattern (bumpy, widened, then narrowed), then there is the Heteroscedasticity. A
54
good regression model has no Heteroscedasticity issue. Here is the result of data
process of Heteroscedasticity using SPSS 21.0:
Figure 4.3: Heterocedasticity
Source: Analyzed of Primary Data, 2014
The Heteroscedasticity is test by seeing the plots pattern in scatter plot. If the plots
spread with unwell-ordered pattern above and below 0 (zero) on Y axis, then it can be
concluded that there is no Heteroscedasticity issue. Based on the figure, the plots spread
above and below the 0 (zero) with unwell-order pattern on Y axis. The researcher can
conclude that the data has no Heteroscedasticity issue and it is a good regression model.
4.2.8.6Multiple Regression Analysis
Table 4.18 Multiple Regression Analysis
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.295 .522 4.393 .000
ENVY .466 .090 .466 5.207 .000
BA -.096 .088 -.099 -1.091 .278
BAT -.069 .095 -.066 -.728 .469
Source: Analyzed of Primary Data, 2014
55
Based on the table, an equation of multiple regressions with three variables can be made
as follows:
Y = 0.466 X1 – 0.099 X2- 0.066 X3 Where:
Y = Consumer Decision Process
X1 = Environmental Influence
X2 = Brand Image
X3 = Brand Attachment
a = Constanta
a. Regression coefficient Environmental Influence variable = 0.466
In this multiple regression model, it shows that the environmental influences variable has
impact about 0.466 toward consumer decision behavior. It means that, if the
environmental influences increase/decrease one point and other variables are constant,
the consumer decision process can increase/decrease about 0.466.
4.2.8.7 F-Test (α= 5%)
F-Test is a test that used to know all the independent variable (X) toward dependent
variable (Y). Here is the result of F-Test using SPSS 21.0 software:
Table 4.19 Anova
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 21.629 3 7.210 9.724 .000b
Residual 71.178 96 .741
Total 92.807 99
a. Dependent Variable: Y1
b. Predictors: (Constant), BAT, ENVY, BA
Source: Analyzed of Primary Data, 2014
Based on the calculation of multiple regression analysis which presented in the table
above it indicates that the significance alpha is less than 0.05. It showed the number of
significance is 0.000. It means that there is significant impact both independent variables
toward dependent variables altogether. It can be concluded that there is only
environmental influence has effect toward consumer decision process altogether.
56
4.2.8.8 T-Test (α = 5%)
Table 4.20 T-Test
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.295 .522 4.393 .000
ENVY .466 .090 .466 5.207 .000
BA -.096 .088 -.099 -1.091 .278
BAT -.069 .095 -.066 -.728 .469
Source: Analyzed of Primary Data, 2014
T-Test is used to know each independent variable (X) which are
Environmental Influences, Brand Image and Brand Attachment has significant
impact toward consumer decision process individually. From the table above, Brand
Image has no significant impact toward dependent variable it is because of the
significance is 0.278. The requirement is should be less than 0.05, but at the table
above it shows that the significance is 0.278 which is more than 0.05. It can also
influence to the regression model. It means that there is no significant impact from
the Brand Image toward consumer decision behavior.
From the table above, Brand Attachment has no significant impact toward
dependent variable it is because of the significance is 0.469. The requirement is
should be less than 0.05, but at the table above it shows that the significance is 0.469
which is more than 0.05. It can also influence to the regression model. It means that
there is no significant impact from the Brand Attachment toward consumer decision
behavior.
For the Environmental Influence, the significant alpha for this independent
variable is 0.000. It means that the significance is less than 0.05. It means that
environmental Influence has significant impact toward consumer decision process. It
also can answer the hypothesis, that H0 is rejected and H1 is accepted. It can
concluded that environmental has significant impact toward consumer decision
behavior.
57
After the explanation above, it will give impact toward the regression model and
change the regression model to this new regression model.
Y = 2.295 + 0.466X1
It means that, the environmental influence has significant impact toward consumer
decision process.
Table 4.21 Model Summary
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .483a .233 .209 .86107
a. Predictors: (Constant), BAT, ENVY, BA
b. Dependent Variable: Y1
Based on the table above, the coefficient of the relationship can be seen from the value
of R. On that table, the value of adjusted R square is 0.209 which is good for only one
variable in this case environmental influence toward the dependent variable.
4.3 Interpretation of Results
1. The Impact from Environmental Influences toward Consumer Buying
Decision.
Based on the theory from Engel-Blackwell-Miniard consumer buying decision
model stated that there are variables that influence and give impact to the consumer
buying decision process, and Environmental Influences that included Culture, Social
class, Personal influences, Family, and Situation as the indicator is one of that big
variable that theory of Engel-Blackwell-Miniard consumer buying decision making
model told. Environmental influences basically have significant impact toward the
consumer buying decision process theoretically and culturally.
In today‟s society, most of people have always wanted to be fit in the society and
do not want to be the old-trend. The value of significance is less than 0.05 in which
0.466 .it means that the Environmental Influence has a significant toward consumer
58
buying decision making process. In this case, L‟Oreal products are the object of the
research. It means that most people want to buy because of the L‟Oreal products are high
quality and very popular in their society.. This variable can be explained that variable Y
which is consumer buying decision process, it depends on how the audience point of
view see the L‟Oreal Products quality and image and how the response of the audiences
about that. Based on previous research, the result of this research has supported and
consumers are just as likely to purchase impulsively due to influences of advertisers,
role models, family and friends as well as their mood, situation, and emotions (Smith
and Rupp, 2003)
2. The Impact of Brand Image toward Consumer Buying Decision
Based on Engel-Blackwell-Miniard consumer buying decision making model,
brand image is a big variable that could influence and customers‟ experiential,
symbolic, functional, social, and appearance. Brand image is the other variable that
has significance impact toward consumer buying decision process. In this chapter,
It‟s already explained from the significance value is (-.0.099) which is negative
number. It shows that there is no significant impact from the brand image toward
consumer buying decision making. Theoretically, all of the statement in this
variables have supported by the respondents. It shows from the value of means which
is around 4 (agree position). All of the statement can be represent the individual
differences. It means the relationship from the individual differences toward
consumer decision process is really high from the questionnaire results. In based of
previous research Brand Image are strongly influences to the consumer buying
decision and create a high loyalty (Sondoh, Spndoh, Omar, Wahid, Harun, 2007)
59
3. The Impact of Brand Attachment toward Consumer Buying Decision
Based on Engel-Blackwell-Miniard consumer decision making model, brand
attachment is a big variable that could influence and customers‟ thought, feeling,
perception, images, experience, belief, and attitude. Brand attachment is the other
variable that has significance impact toward consumer buying decision process.
In this chapter, It‟s already explained from the significance value is (-.0.066)
which is negative number. It shows that there is no significant impact from the brand
attachment toward consumer decision making. In this case the respondents have their
own opinion about L‟Oreal Products those are neutral but yet still consuming the
products. Based on the previous research, Some scholars have argued that brand
attachment depends on the degree to which consumers view the brand as being part
of themselves and reflecting who they are (e.g., Park et al. 2010). The more the brand
reflects the consumer‟s self (i.e., self-congruence) and the greater the personal
connection the consumer feels between the self and the brand, the stronger his or her
brand attachment becomes an ideal vision of themselves (an “ideal self ”).
60
CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The purpose of this research is to analyze the impact of the environmental
influences, brand attachment, and brand image toward the consumer buying decision
process in the case of buying L‟Oreal products. This research applied the main
theory about the environment influence, brand image, and brand attachment to
customers that can take decision and give influence to the decision process of
customer Haircode Salon in purchasing or get a service of L‟Oreal products.
Theoretically, the researcher uses multiple regression and factor analysis on this
research by using the primary data and then gets the conclusion of this research or
observation.
In conclusion of this observation or research can be shown from the
chapter IV:
1. The variable that has big influence toward the consumer decision process is the
environmental influence. According to SPSS 21. It is show from the value of
significance is less than 0.05 in which 0.466 and r value of 23 % for the 1
variable which is good for only one variable. The respondents from are neutral
as these customers has their opinion about the products itself.
2. It can be concluded that Environmental Influence, Brand Image, and Brand
Attachment has influence the dependent variable, consumer buying decision as
the result from the F-Test result that the significant alpha is less than 0.05. The
independent variables, Environmental Influence, Brand Image, and Brand
Attachment are simultant or has relationship to the dependent variable, consumer
buying decision.
3. It concluded that H0.1 is rejected and Hα.1 is accepted from the hypothesis.
Environmental Influence (X1) has significance value of 0.466 which is greater
than 0.05. It means that Environmental Influence (X1) is significance toward the
61
dependent variable, Consumer Buying Decision in Haircode Salon Cibubur
users.
4. As a summary, H0.2 is accepted and Hα.2 is rejected from the hypothesis. Brand
Image (X2) has not significance value of (-0.099) which is less than 0.05. It
means that brand image (X2) is not significance toward the dependent variable,
Consumer Buying Decision in Haircode Salon Cibubur users.
5. H0.3 is accepted and Hα.3 is rejected from the hypothesis with brand attachment
(X3) IS (-0.066) in which is less than 0.05. It means that brand attachment (X3) is
not significant toward the dependent variable Consumer Buying Decision in
Haircode Salon Cibubur users.
6. In addition, the impact of environmental influence such as family, reference
group and advertising are high and effected to the other consumer buying
decision as it want to be fit in the society. Moreover, the effect of word of mouth
are also important, when there is positive word-of-mouth there is profit for the
products itself. Customers did not realize and rethink of the high price, the
customers believe that higher price will make them in high status of their society
and higher price will produce better quality despite the recall products.
7. According to F test result back in chapter 4, it can be seen that the significance
value of F test is 0.00 which is less than 0.05. From that results it can be
conclude that all of the independent variable of (environmental influence X1,
brand image X2, and brand attachment X3) has simultaneously give significant
influence toward dependent variable of consumer buying decision.
5.2. Recommendations
Based on those conclusions above and some finding in this study, there are some
possible course of action may be identified. The following recommendations are
offered as guidelines or suggestion for consideration and possible application. The
following recommendations are made:
62
1. To further researchers, hopefully they could explore more about
another variables related to this topic so that they could get more
varieties of result that could give significant influence towards
Consumer Buying Decision. Based on analysis of regression, another
factor that influences consumer buying decision counted to 48%.
Those factor could be Product Quality, Brand Awareness, Customer
Loyality, Price, Overal Satisfaction, and Place.
2. The researcher thinks that most of beauty cosmetic products should more
consider about the character of their target marketing before they start to
introduce to customers. Environmental Influence can represent the
characters of people toward what things that make them want to buy
purchase products. Most of people has their opinion about products and
beauty Company products has to make strategy to win customers‟ heart by
creating a positive word-of-mouth (Solomon, 2003).
3. The researcher also suggest to the businessmen to think about the simplicity
to get the customer wants and need. It is talking about the place, price,
promotion and product. It is all about the right place, the affordable prices
even higher price but better quality and the touching promotion It can take
the willingness of the target market to spend their time and money in the
right decision (Fernandez, 2009).
4. The researcher also suggest to the businessmen to think about the simplicity
to get the customer wants and need. The research has suggestion for the
beauty products to produce higher quality and also contribute to the
environmental influence in order to be familiarizing with their customers.
For the beauty products can be higher to the other but yet still maintain their
quality. It is talking about the place, price, promotion and product (service).
It is all about the right place, the affordable prices, the touching promotion
and the quality of product or service. It can take the willingness of the target
market to spend their time and money in the right decision.
63
LIST OF REFERENCES
Books
Berenson, M. L., Levine, D. M., & Timothy, k. C. (2012). Basic Business Statistics
Concepts and Applications 12th Edition. New Jersey: Prentice Hall.
Berkman, H.W., and Gilson, C.G. (1978). Consumer Behavior: Concepts and
Strategies Encino, CA: Dickenson Publishing. Brown, J. J. and R Bray, J.
(2012). Consumer Decision
Model. Consumer Behavior Theory: Approaches and Models , 15-19.
Bryman, A., & Bell, E. (2003). Business Research Methods. Oxford: Oxford
unversity Press.
Bungin. (2008). Sosiologi Komunikasi (Teori, Paradigma, dan Discourse Teknologi
Komunikasi di Masyarakat). Jakarta: Kencana Prenada Media Group.
Burns, A. C., & Bush, R. F. (2003). Marketing research. IV Edition. New Jersey:
Prentice Hall
Cooper, D. R., & Schindler, P. S. (2006). Marketing Research. New York: McGraw-
Hill.
Danielle, W., Thomas, W., & Joerg, S. (2003). Doing Business Internationally; The
Guide to Cross- Cultural Success 2nd Edition. New York: McGraw-Hill.
Du Plessis, P., D., & Ehlers, L. (2011). Buyer Behaviour: Understanding Consumer
Psychology and Marketing Fourth Edition. OUP Southern Africa.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2005). Consumer Behavior Tenth
Edition. Orlando: South-
Field, A. (2012). Discovering Statistics Using SOSS. California: Sage Publications
Western College Publishers.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer Behavior: Building
Marketing Strategy 9th Edition. New York: McGraw-Hill
J. Pooler, 2003, Why We Shop: Emotional Rewards and Retail Strategies,
Greenwood Publishing, USA. Greenwood Press
64
Kotler, P., Keller, K.L., Brandy, M., Goodman, M. & Hansen, T. 2009 Marketing
Management. Pearson Education Limited. Essex (UK) Bennett, P.D. 1995
Mahotra, & Peterson. (2002). The Description About Primary and Seondary Data.
Malhotra, N. K., & Birks, D. F. (1999). Marketing Research An Applied Approach.
Harlow: Pearson Education.
Mowen, J., & Minor, M. (2006). Consumer Behavior, A Framework. Englewood
Cliffs, NJ: Prentice Hall.
Nunally, J.C., & Bernstein, I.H. (1994). Psychometric theory. New York: McGraw-
Hill.
Rao, S. R. (2011, January 10). Howard Sheth Model. Retrieved April 14, 2013, from
Citeman: http://www.citeman.com/13241-howard-sheth-model.html
Richarme, M. (2005). Consumer Decision-Making Models, Strategies, and Theories,
Oh My! Decision Analyst
Robertson, T. S., & Kassarjian, H. H. (1991). Handbook of Consumer Behavior.
New Jersey:
Pre Rupp, A. D. & Smith, W. T. 2003, „An examination of emerging strategy and
sales performance: motivation, chaotic change and organizational
structure‟,Marketing Intelligence & Planning, vol. 21, no. 3, pp. 156-167
prentice-Hall.
Sarwono, J. (2012). Metode Riset Skripsi Pendekatan Kuantitatif Menggunakan
Prosedur SPSS. Jakarta: Elex Computindo.
Silalahi, U. (2006). Metode Penelitian Sosial. Bandung: Universitas Parahyangan
Press.
Sugiyono. (2008). Metode Penelitian Bisnis. Bandung: Penerbit Alfabeta.
Salomon, G., & Perkins, D. N. (1996). Learning in wonderland: What computers
really offer education. In S. kerr (Ed.). Technology and the future of
education. (pp. 111-130). NSSE Yearbook.vChicago: University of
Chicago Press.
Ridwan, 2004. Statistika Untuk Lembaga dan Instansi Pemerintah/ Swasta.
65
Alfabeta, Bandung
Thomson, Deborah J. MacInnis and C. Park (2005), “The Ties
That Bind: Measuring the Strength of Consumers Emotional Attachments
to Brands,” Journal of Consumer Psychology, 15 (1), 77-91
66
Journals
Aron, Arthur, Elaine N. Aron, and Danny Smollan (1992), “Inclusion
of Other in the Self-Scale and the Structure of Interpersonal
Closeness,” Journal of Personality and Social Psychology,
63 (4), 596–612
Barwa, Nuning. 2012. Mainstreaming Sustainability into Trade and Development
Policies: Towards Rio +20.”
“Cosmetic Industry Overview” Hoovers.com, first accessed on 6/12/2010.
Erasmus, A. C., Boshoff, E., & Rousseau, G. (2001). Consumer Decision-Making
Models Within The Discipline of Consumer Science: A Critical Approach.
Journal of Family Ecology and Consumer Sciences Vol.29 .
Euromonitor, “Latest Research: Beauty and Personal Care 2012 Now Live”,
Euromonitor.com, first accessed on 6/12/2012.
Harrel, G. (1990). A New Perspective On Choice. Advances in Consumer
Research XVII Twentieth Annual Conference.
Harry, L. D. (1976). Decision Making Within The Household. Journal of
Consumer Research 2.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-
image dimensions and purchase behavior: A multicountry analysis.
Journal of the Academy of Marketing Science, 32(3), 251–270
Kassarjian, H. (1971). Personality and Consumer Behavior: A Reveiw. Journal of
Marketing Research .
Khraim (2011) The Influence of Brand Loyalty on Cosmetics Buying Behavior
of UAE Female Consumers. International Journal of Marketing Studies
Vol. 3, No. 2; May 2011
Krishna, A. (1994). The Effect of Deal Knowledge on Consumer Purchase
Behavior. Journal of Marketing Research 31 .
67
Kwan. (2004) Decision-Making Behaviour Towards Casual Wear
Buying: A Study of Young Consumers in Mainland China. JOURNAL OF
MANAGEMENT & WORLD BUSINESS RESEARCH, Vol 1, No 1,
2004
Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of
Psychology 140 , 1-55. 89
L'Oréal Survey Reveals Beauty Habits in the Face of Recession”. 8/31/09. GCI
Magazine
Malar, (2011), Emotional Brand Attachment and Brand Personality: The Relative
Importance of the Actual and the Ideal Self. Journal of Marketing, Vol. 75
(July 2011), 35-42.
Mittal. (2006), “I, Me and Mine: How Products Become
Consumers‟ Extended Selves,” Journal of Consumer Behavior,
5 (6), 550–62.
Perry. “A Cosmetic Industry Overview for Cosmetic Chemists.”,
chemistscorner.com, first accessed on 6/12/2012
Rashid Saeed, Rab Nawaz Lodhi, Alhaj Muhammad Junaid Mukhtar, Sarfraz
Hussain, Zahid Mahmood, Moeed Ahmad (2013) Factors affecting
Consumer Purchase Decision in Clothing Industry of Sahiwal Pakistan in
World Applied Sciences Journal. Page No. 844-849 Vol. 24
Richarme, M. (2005). Consumer Decision-Making Models, Strategies, and
Theories, Oh My! Decision Analyst .
Robert, E. W., & Grady, D. B. (1972). Group Influence and Brand Choice.
Journal of Marketing Research 9 .
68
S. Aslam, E. Jadoon, K. Zaman and S. Gondal, "Effect of Word of Mouth on
Consumer Buying Behavior," Mediterranean Journal of Social Sciences,
2011
Sondoh, S. L. J, Omar, M. N., Wahid, N. A., Ismail, I., & Harun, A. (2007). The
effect of brand image on overall satisfaction and loyalty intention in the
context of color cosmetic. Asian Academy of Management Journal,
Terry, C., & Akshay, R. (1992). The Influence of Familial and Peer-based
Reference Groups on Consumer Decisions. Journal of Consumer
Research 19.
Themalaysianinsider. 2012. Cosmetics firms see beauty in Indonesian consumer
Vazquez-Carrasco, R., & Foxall, G. R. (2006). Influence of personality traits on
satisfaction, perception of relational benefits, and loyalty in a personal
services context. Journal of Retailing and Consumer Services, 13(3), 205–
219.
William G, Z. (2002). Second Edition .
69
Dear respected respondents,
My name is Linda P. Thompson a 10th
semester student of President
University majoring in International Business. As the requirement to be graduated, I
am now conducting a research for my undergraduate thesis analysing the effect of
L‟Oreal Brand Image on Consumer Buying Decision.
Therefore, I really need your participation to fill out this questionnaire. Even
so, you are not forced to fill this. If you are having difficulties to fill out this
questionnaire or you do not speak English, please contact me via e-mail at
[email protected] or via mobile phone at 0856-161-9292
Name : ___________________________________
Gender : MALE // FEMALE
Age : ___________________________________
1. Main reason to stay
Service // Product Retail // Accompanied someone
2. Income per year
<USD 50.000 // USD 50.000 – USD 200.000 // >USD 200.000
3. Information about L‟Oreal products
WEBSITE // ADVERTISING // FRIEND // OTHERS (Please specify)
This Likert-scale questionnaire consists 20 of statements. Please cross (x) the most
suitable answer of each number. The point rating scale is as follows:
SD = Strongly Disagree A = Agree N = Neutral
D = Disagree SA = Strongly Agree
Environmental Influence (X1) NO. STATEMENTS SD D N A SA
1. Ads of the brand attract me to purchase
2. Increases of price not hinder me to purchase
3. The Brand helps me to better fit into my
social group
4. Costumers bought products to show their economy
situation
70
Brand Image (X2)
5. The designs of the brand have distinctive features
6. Brand Name and Image attract me to purchase
7. Brand Name is selected regardless of price
8. Brand reflects my own personality
9. The brand is reputable
10. The brand has good functional quality
Brand Attachment (X3)
11. I feel emotionally bonded to the brands
12. The brand products are often on my thought and feeling
naturally and instantly
13. The products automatically evoke many good thoughts
about the past, present, and future
14. Costumers have own more than one products
15. The products is a part of me * on daily basis
Consumer Buying Decision (Y)
16. The most well-known and advertised of the product
are usually good choices to purchase
17. My standards and expectations on the quality of the
brand are very high
18. The brand last longer than other brands
19. The provides good value for the money
20. The access to buy the products was easy to be found.
Do you have any comment or suggestion to L‟Oreal Products? If so, please kindly write it
down.