the influence of service quality, brand image,...

THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE,

PERCEIVED VALUE, TOWARDS CUSTOMER

SATISFACTION THAT EFFECT BRAND LOYALTY

(Case Study Internet Users of XL)

By

Uji Abu Tholib

NIM : 1111081200005

INTERNATIONAL PROGRAM

MANAGEMENT INTERNATIONAL

FACULTY OF ECONOMIC AND BUSINESS

SYARIF HIDAYATULLAH ISLAMIC STATE UNIVERSITY

JAKARTA

1439 H / 2018 M

v

SHEET STATEMENT

AUTHENTICITY SCIENTIFIC WORKS

Signature below

Name : Uji Abu Tholib

Student Number : 1111081200005

Department : Marketing Management

Faculty : Economics and Business

Hereby declare that in writing this thesis, I:

1. Do not use other people’s ideas without being able to develop and account.

2. Do not do plagiarism of other people’s works.

3. Do not use other people’s works without mentioning the original source of

without the owner’s permission.

4. Do not manipulate and falsify the data.

5. Do my works by myself and will be responsible for this work.

If in the future, there will be a demand from the other side of my work, and have

been accountably proved, was indeed found evidence that I have violated the

above statement, the I am ready to be sanctioned according to rules applicable in

The Faculty of Economics and Business Syarif Hidayatullah State Islamic

University Jakarta.

This statement truly made with sincerely.

Jakarta, 29 June 2018

Uji Abu Tholib

vi

Uji Abu Tholib

Perumahan Griya Persada (D’Green)

A1 No. 03 Tambun Selatan, Bekasi 17510

[email protected]

+60134883042

Education

2013-2015 Northern University of Malaysia, Sintok, Malaysia

Bachelor of International Business Management

Concentration: International Business

Relevant Course : International Business, International

Management, Warehouse Management, International Marketing,

International Logistic, Cargo Insurance, Brand Management,

Service Marketing.

2011-2017 Syarif Hidayatullah State Islamic University, Jakarta,

Indonesia

Bachelor of Economics in Management (International Class)

Concentration: Marketing

Relevant Courses: Marketing Management, Principles of

Management, Financial Management, Human Resource

Management.

2008-2011 Al-Muslim Senior High School, Tambun Selatan, Indonesia

2005-2008 Islamic Boarding School Al-Ittihad, Cianjur, Indonesia

1999-2005 Mangun Jaya 05 Elementary School, Tambun Selatan, Bekasi,

Indonesia

Affiliation

Vice of President Organisasi Siswa Intra Sekolah SMA Al-

Muslim (2010-2011)

Member of Himpunan Mahasiswa Indonesia UIN Syarif Hidayatullah Jakarta (2013-2014)

Member of International Student Society UUM (2013 – Present) Indonesian Students’ Association (PPI), Universiti Utara Malaysia (Member, 2013 –Present)

Conference Participation

International Entrepreneurial Network (December, 2013)

AIESEC Language Class Global Fiesta (March, 2014) Marketing Talk : Business Ethic (April, 2014) Safety Talk : Current Issue and Challenges (April, 2014)

Career Talk by Samsung Electronic Malaysia (September, 2014)

mailto:[email protected]

vii

Industry Talk by Shell Business Service Centre Industry Malaysia (October, 2014)

Co-Curricular Activities

Master of Ceremony in International Student Orientation Week

2014 Event Organizer in LDK PPI held by PPI UUM (2014)

Committee in International Student Orientation Week 2014 in UUM (25/8-4/9 2014)

Skills and Other Information

Languages Advance in English, Indonesian and Malay Language

Computer MS-Office literacy

Other Skill Time Management, Leadership, Teamwork, Hard Working, Adaptability,

Responsibility.

Interest Badminton, Basketball, Entrepreneurship, Sustainability

Reference

Dr. Mohd Haniff Jedin, Head of Department in International Business, Northern University of Malaysia Tel: +60 4928 8454, Email: [email protected]

Marlin Marissa Malek Abdul Malek, Ph.D, Executive Development

Program Director, Othman Yoep Abdullah. Graduate School of Business,

Universiti Utara Malaysia Tel: +6019-5911 008, Email: [email protected]



viii

ABSTRACT

The purpose of this research is to analyze the influence of service quality,

brand image, and perceived value towards customer satisfaction that effect brand

loyalty on internet user of XL.

This type of research is quantitative. The data source of this research is

the primary data by sampling internet user of xl using accidental sampling with

100 respondents. The method of this research is path analysis and sobel test to

determine the effect of interveniing variables.

The findings of this study indicate that the effect of service quality, brand

image and perceived value on customer satisfaction and brand loyalty. For the

indirect effect produced findings that affect service quality on brand loyalty

through customer satisfaction, perceived value has effect on brand loyalty

through customer satisfaction.

Key Words: Service Quality, Brand Image, Perceived Value, Customer

Satisfaction, Brand Loyalty

ix

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas jasa, citra

merek, dan persepsi nilai, terhadap kepuasan pelanggan yang mempengaruhi

loyalitas merek pada pengguna internet xl.

Jenis penelitian ini adalah kuantitatif. Sumber data penelitian ini

merupakan data primer dengan mengambil sampel pelanggan internet xl dengan

menggunakan accidental sampling sebanyak 100 responden. Penelitian ini

menggunakan metode analisis jalur dan uji sobel untuk mengetahui pengaruh

variabel intervening.

Hasil temuan dari penelitian ini menunjukkan bahwa kualitas jasa, citra

merek dan persepsi nilai berpengaruh signifikan terhadap kepuasan pelanggan dan

loyalitas merek. Untuk pengaruh tidak langsung menghasilkan temuan bahwa

kualitas jasa berpengaruh terhadap loyalitas merek melalui kepuasan nasabah, dan

persepsi nilai berpengaruh terhadap loyalitas merek melalui kepuasan nasabah.

Kata Kunci: Kualitas Jasa, Citra Merek, Persepsi Nilai, Kepuasan

Pelanggan, Loyalitas Merek

x

FOREWORD

Assalamualaikum Wr. Wb

Alhamdulillah hirabilalamin, I would say thanks to ALLAH SWT for all

his gift and bless. Best regards also to prophet Muhammad SAW for being role

model to all moslem in universe. So that I can complete this thesis to attain a

Bachelor of Economy Degree in UIN Syarid Hidayatullah Jakarta.

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

thesis is far from perfect, because the perfection is only belong to ALLAH SWT,

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

friends, girlfriends and faculty supervisor. I say thanks to the people who have

helped me in the preparation of thesis :

1. Thank you so much to my mother Sri Sundari and my father Darmuji and

my brother and sister M. Arif Ramdan Rifai, M. Adi Purnomo and Putri

Aliyya Nurhasanah that always give me support and prayers that never

stop during this time. Thanks for reminder me, helping me, caring me, and

teaching me patiently. Without prayers and support from all of you, I was

nothing in this world. Thanks for everything. I always love you all.

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

and Business of UIN Syarif Hidayatullah Jakarta.

3. Mrs. Dr. Muniaty Aisyah, MM and Leis Suzanawaty, M.Si as my

supervisor, thank you so much for your recommendation, advice, time, and

knowledge during guide me to finish my thesis.

4. Mrs. Titi Dewi Warnida, SE., M.Si as Head program of the Faculty of

Economics and Business of UIN Syarif Hidayatullah Jakarta.

5. Mrs. Ela Patriana, MM as Secretary program of the Faculty of Economics

and Business of UIN Syarif Hidayatullah Jakarta.

xi

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

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

business

7. My beloved friend Muhammad Hassan, thank you so much for your big

supporting me, time, and always beside me in every moment I did my

thesis, and helping me to finish this thesis.

8. Thanks to Muhamad Iqbal Almaududi and Fahrur Rozi to give a lot of

contribution and guiding me to do this thesis. Do not ever stop to be a kind

person, your help is greatly appreciated.

9. All of my friends in International Program from batch 2011 until batch

2013. I will missed every moment we spent together and I will always

missed you guys. Keep fighting and believe that we can achieve our

dreams.

10. A lot of thanks to srs for your reminder me, support me, and thanks to

willing hear all those stories.

11. Thanks to my room mates Fajar Sugiarto, Priyo Wicaksono, Radit Dwi

Hadian, Faiz Narendra Putra for your inspiration, time, and helping me

during finish my thesis

12. Syaw Family thanks for every moment you given to me guys, I will never

forget every joke we have. Success for all of you.

13. The last but not least, my beloved wife Riva Nurazidah thank you for

everything. I really meant it from the deepest of my heart.

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

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

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

worthwhile for all of us. Amin

Jakarta, 29 June 2018

Uji Abu Tholib

xii

LIST OF CONTENT

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

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

CERTFICATION OF THESIS EXAM SHEET ................................................... iii

STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .............................. iv

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

ABSTRACT ............................................................................................................ vi

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

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

CONTENT ............................................................................................................ xi

LIST OF TABLE .................................................................................................. xv

LIST OF FIGURE ............................................................................................. xviii

LIST OF PICTURE ............................................................................................ xix

LIST OF ATTACHMENT .................................................................................... xx

CHAPTER I INTRODUCTION ............................................................................. 1

A. Research Backgroud ........................................................................................ 1

B. Problem Formulation ....................................................................................... 5

C. Purpose and Benefit of Research ..................................................................... 5

1. Purpose of Research ................................................................................... 5

2. Benefit of Research .................................................................................... 6

CHAPTER II LITERATURE REVIEW ................................................................. 8

xiii

A. Service Quality ................................................................................................. 8

1. Definition of Research .............................................................................. 8

2. Dimention of Service Quality ................................................................... 9

B. Brand Image ................................................................................................... 11

1. Definition of Brand Image ....................................................................... 11

2. Measurement of Brand Image .................................................................. 12

C. Perceived Value ............................................................................................. 13

1. Definition of Perceived Value ................................................................ 13

2. Meaasurement of Perceived Value ......................................................... 14

D. Customer Satisfaction .................................................................................... 15

1. Definition of Customer Satisfaction ........................................................ 15

2. Measurement of Customer Satisfaction ................................................... 20

E. Brand Loyalty ................................................................................................ 20

1. Definition of Brand Loyalty .................................................................... 20

2. Dimention of Brand Loyalty ................................................................... 22

F. Previous Research .......................................................................................... 23

G. Theoretical Framework .................................................................................. 26

H. Hypothesis ...................................................................................................... 26

CHAPTER III RESEARCH METHODOLOGY .................................................. 30

A. Scope of Research .......................................................................................... 30

B. Determine of Sample Method ........................................................................ 30

1. Population ............................................................................................... 30

xiv

2. Sample ..................................................................................................... 31

C. Data Collection Method ................................................................................. 32

1. Primary Data ............................................................................................ 32

2. Secondary Data ........................................................................................ 33

D. Data Analysis Method .................................................................................... 33

1. Validity Test ............................................................................................ 33

2. Realibility Test ........................................................................................ 33

3. Normality Test ........................................................................................ 34

4. Path Analysis .......................................................................................... 34

5. Sobel Test ................................................................................................ 38

E. Operational Variabel ...................................................................................... 39

CHAPTER IV RESULT AND ANALYSIS ......................................................... 42

A. General Overview of Research Object ........................................................... 42

1. History of XL Axiata Company .............................................................. 42

2. Vision and Corporate Culture of XL Axiata Company .......................... 43

B. Data Quality Test ........................................................................................... 44

1. Validity Test ............................................................................................ 44

a. Service Quality .............................................................................. 45

b. Brand Image .................................................................................. 46

c. Perceived Value ............................................................................. 46

d. Customer Satisfaction .................................................................... 47

e. Brand Loyalty ................................................................................ 47

xv

2. Realibility Test ........................................................................................ 47

3. Normality Test ........................................................................................ 48

a. Sub Structure I Normality Test ...................................................... 49

b. Sub Structure II Normality Test .................................................... 49

C. Profile Respondent ......................................................................................... 50

D. Analysis Result .............................................................................................. 50

1. Questionaire Analysis ............................................................................. 50

E. Path Analysis ................................................................................................. 72

1. Test Influence between Sub Variable ..................................................... 72

2. Equation of Path Analysis Sub Structure I ............................................. 74

3. Equatin of Path Analysis Sub Structure II .............................................. 75

4. Coeficient of Determination (R2) ............................................................ 77

5. Simultaneously Test ................................................................................ 81

a. Simulataneously Test of Sub Structure I ....................................... 81

b. Simultaneously Test of Sub Structure II ....................................... 82

6. Partial Test .............................................................................................. 82

a. Partial Test of Sub Structure I ....................................................... 82

b. Partial Test of Sub Structure II ...................................................... 86

7. Influence Calculation .............................................................................. 89

8. Sobel Test ................................................................................................ 90

CHAPTER V CONCLUSION AND SUGGESTION .......................................... 93

A. Conclusion ..................................................................................................... 93

xvi

B. Suggestion ...................................................................................................... 94

REFERENCES ...................................................................................................... 97

ATTACHMENTS ............................................................................................... 100

xvii

LIST OF TABLE

Table 1.1 Perentage of Market Share Telkomsel, Indosat and XL ...................... 2

Tabel 1.2 Development of the Number Customer ............................................... 3

Tabel 2.1 Previous Research .............................................................................. 23

Tabel 3.1 Likert Scale ........................................................................................ 32

Tabel 3.2 Level of Coefficient Correlation ........................................................ 38

Tabel 3.3 Operational Variable .......................................................................... 39

Tabel 4.1 Validity Test; Service Quality ............................................................ 45

Tabel 4.2 Validity Test; Brand Image ................................................................ 46

Tabel 4.3 Validity Test; Perceived Value .......................................................... 46

Tabel 4.4 Validity Test; Customer Satisfaction ................................................. 47

Tabel 4.5 Validity Test; Brand Loyalty .............................................................. 47

Tabel 4.6 Realibility Test ................................................................................... 48

Tabel 4.7 Sub Structure I Normality Test .......................................................... 49

Tabel 4.8 Sub Structure II Normality Test ......................................................... 49

Tabel 4.9 Data Statictical Respondent ............................................................... 50

Tabel 4.10 The Result of Respondent .................................................................. 51

Tabel 4.11 Employees XL offer a service that quickly in help customer ............ 53

Tabel 4.12 Employess XL offer a service that accurate in help customer ........... 53

Tabel 4.13 Employees XL offer a service that stisfying in help customer .......... 54

Tabel 4.14 Employees XL always willing to help customers .............................. 55

xviii

Tabel 4.15 Employees XL always responsive in responding to

customer desires ................................................................................. 55

Tabel 4.16 Employees XL always respond in response to a customer

complaint ............................................................................................ 56

Tabel 4.17 Employees XL has a reliable characteristic n providing

services ............................................................................................... 57

Tabel 4.18 Employees XL always polite in serving customers ........................... 57

Tabel 4.19 Employees XL having knowledge in providing information

About the internet services XL............................................................ 58

Tabel 4.20 Employees XL able to understand consumer problems and needs .... 59

Tabel 4.21 Employees XL give priority to consumer attention ........................... 59

Tabel 4.22 Facilities in counter XL look clean and interesting ............................ 60

Tabel 4.23 The layout room and equipment of counter XL modern .................... 61

Tabel 4.24 Employees XL well groomed and profesional ................................... 61

Tabel 4.25 XL have a strong internet signal ........................................................ 62

Tabel 4.26 XL is easy to say ................................................................................ 63

Tabel 4.27 XL is esy to remember ....................................................................... 63

Tabel 4.28 Package internet service XL is different than the others .................... 64

Tabel 4.29 Package internet service XL varied .................................................... 64

Tabel 4.30 The price offered in accordance with XL given internet service ....... 65

Tabel 4.31 Reputation of brand XL is good ......................................................... 66

xix

Tabel 4.32 The product price of internet XL in accordance with the advantage of

what i was hoping for at the time of use it ......................................... 66

Tabel 4.33 The product XL comparable to service rendered ............................... 67

Tabel 4.34 I feel satisfied with the internet service Xl which i used ................... 68

Tabel 4.35 Internet service XL fulfilled my expectation ..................................... 68

Tabel 4.36 I feel satisfied during the use internet service XL .............................. 69

Tabel 4.37 I will continue to buy the XL product ................................................ 70

Tabel 4.38 I am satisfied with the internet XL product ........................................ 70

Tabel 4.39 I am believe against the internet service XL product ......................... 71

Tabel 4.40 I would like to recommend to my friend for using the internet service

XL product ......................................................................................... 72

Tabel 4.41 Coeficient Correlation ........................................................................ 73

Tabel 4.42 Testing of relationship between sub variable ..................................... 74

Tabel 4.43 Coeficient of path analysis structure I ................................................ 75

Tabel 4.44 Coeficient of path analysis structure II .............................................. 76

Tabel 4.45 Model Summary Coeficient Determination Structure I ...................... 78

Tabel 4.46 Model Summary Coeficient Determination structure II .................... 79

Tabel 4.47 Analysis of variant sub structure I ...................................................... 81

Tabel 4.48 Analysis of variant sub structure II .................................................... 82

Tabel 4.49 Result of partial test sub structure I .................................................... 82

Tabel 4.50 The influence of service quality, brand image

And perceived value to customer satisfaction .................................... 84

xx

Tabel 4.51 Result partial test sub structure II ....................................................... 86

Tabel 4.52 Partial Test the influence of service quality, perceived value and

customer satisfaction to brand loyalty ................................................ 87

xxi

LIST OF FIGURE

Figure 2.1 Theoretical Framework ...................................................................... 26

Figure 3.1 Path Analysis ...................................................................................... 36

xxii

LIST OF PICTURE

Picture 4.1 Sub structure I illustration ............................................................. 77

Picture 4.2 Sub structure II illustration ............................................................ 79

Picture 4.3 Result of illustration sub structure I .............................................. 85

Picture 4.4 Result of illustration sub structure II ............................................. 88

Picture 4.5 Result of Path Analysis Diagram .................................................. 89

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LIST OF ATTACHEMENT

Attachment I Questionaire of Research ............................................................ 100

Attachment II Distribution Answer of Respondent ............................................ 104

Attachment III Result of Data Quality ................................................................ 116

Attachment IV Descriptive Statistic ................................................................... 124

Attachment V Result Correlation of All Variable .............................................. 132

Attachment VI Result of Path Analysis .............................................................. 133

xxiv

CHAPTER I

INTRODUCTION

A. Research Background

In the field of industrial technology in Indonesia experienced significant

development, with respect to ease of Indonesian society to have cellular

phone. The situation had an impact on the emergence of company service

providers in Indonesia, especially since the establishment of the regulatory

Act No. 36 of 1999 which contains of the prohibition of undertake work can

result in practice monopoly in telecommunication business competition,

Therefore, Telkom and Indosat company as the state owned company and the

subsidiary company of Telkom in 1980 and in 1996 Excelcomindo (XL)

became the first private company as cellular operator in Indonesia. After that,

several other private company began springing up, and competition is

becoming increasingly tight in order to get as many customers.

(www.dct.co.id)

The big three of operator, such as Telkomsel, Indosat and XL Axiata,

controlled no less than 75% of market share. Telkomsel is now hook the 125

million, 55 million of Indosat and XL is 50 million customers. At the time

2014, total income of Telkomsel, Indosat and XL reached 113.88 trillion.

Therefore, the company's mobile operators who are able to dominate the

market share in Indonesia is the third operator mentioned above and with

http://www.dct.co.id/

xxv

82.9% market share in a market that is growing fast and dynamic as well as

the market share of different status of different investments. The third major

market share of each mobile operator services providers can be seen in the

table below:

Table 1.1 Percentage of Market Share of Telkomsel, Indosat and Xl

Operator Seluler 2012 2013 2014 2015

PT. Telkomsel 45.5% 40% 30.2% 45%

PT. Indosat 21.7% 18% 16.9% 18%

PT. XL – Axiata 18.9% 19.2% 19.1% 19%

Source : Data Annual Report On Desember 31, 2015 PT. XL Axiata.

Based on the table above, it can be seen through the end of 2015 the

market share of each of these are telkomsel 45%, indosat 18% and XL -

Axiata 19%. Thus the three operators control the mobile cellular market share

in Indonesia, while four other operators only have a market share of

approximately 18%, for the three major players in 2012 untill 2014 a third

cellular operator experienced up and down. However, in 2015 Xl provider

experienced the decrease when compared to other operators, but cellular

operator Telkomsel has retained the largest market share compared to indosat

and XL Axiata.

xxvi

Based on the data that has been presented before cellular operator XL

experienced stability in market share when compared to other competitors,

however, there are other sources of data shown in the table below:

Table 1.2 Development of the Number Customers Telkomsel, Indosat dan Xl

Year

SIM CARD

Telkomsel Indosat XL

Total Of Customer

2012 212,000,000 52,000,000 45,800,000

2013 131,513,000 59,600,000 60,172,000

2014 132,700,000 59,700,000 68,500,000

2015 140,000,000 66,500,000 42,100,000

Source : http://databoks.katadata.co.id

It can be seen from the table above, the number of customers of XL has

increased over the past two years in a row, however decrease on 2015. It can

occur due to various factors, including the price offered by operators, the

quality of the signal, as well as the image of the operator itself and brand

loyalty. So, that mobile operators compete in performing a series of

promotions that occured operator customer migration.

Those phenomenon were supported by theory from (Boulding in Hasan:

2008:83), brand loyalty in consumers caused by the presence of satisfaction

and dissatisfaction against the accumulated brand is continuously despite the

existence of perception about the product quality. Therefore, many factors

can influence brand loyalty, such as; customer satisfaction, service quality

and brand image, and switching barriers (Mardalis, 2005).

http://databoks.katadata.co.id/

xxvii

One important factor that can make customer satisfied is service

quality, marketers can increase of service quality for develop brand loyalty.

Products having the quality of low will bear the risk a customer did not

faithful. Therefore, XL company want to give service quality good from the

point of view customer and needed a system that able to link the data from

many sources, include location, information signal, and device rates

(Gregory, 2012). According to Akbar et al (2010), service quality have a

positive impact to brand loyalty and customer satisfaction which is mediating

variable the relationship between service quality and brand loyalty.

According to Shimp et al in Sangadji and Sopiah (2013:327) brand

image can regarded as a kind of associations that arise in the minds of

customer when considering a particular brand. The association siply can

appear in the form of thought or particular image that is associated with a

brand, as well as when we think about other people.

Brand Image is a set of unique association to be created of maintained

by marketers. The associations actually state what brand and promised to

consumers (Sangadji and Sopiah, 2013:327).

Satisfaction can provide some of the benefits include the relationship

between companies and customers become harmonious, became the basis for

purchase and creating customer loyalty and word of mouth recommendations

that benefit the company (Tjiptono, 2011:473).

xxviii

From the background of the above problems then important studies, in

order to gain the confidence that brand loyalty is a factor that supports the

success of a brand. According to Aaker (2004), brand loyality as one

dimension of brand equity. Therefore then the author interested in discussing

research on “The Influence Service Quality, Brand Image, and Perceived

Value towards Customer Satisfaction that effect to Brand Loyalty” (Case

Study of Internet XL user).

B. Problem Formulation

Based on the background described above, so the formulation of the

problem that will be explained in this research are:

1. Does service quality have direct relationship to customer satisfaction?

2. Does brand image have direct relationship to customer satisfaction?

3. Does perceived value have direct relationship to customer satisfaction?

4. Does service quality, brand image and perceived value have effect

customer satisfaction simultaneously?

5. Does service quality have direct relationship to brand loyalty?

6. Does perceived value have direct relationship to brand loyalty?

7. Does customer satisfaction have direct relationship to brand loyalty?

8. Does service quality, perceived value and customer satisfaction

influence brand loyalty simultaneously?

C. Purpose and Benefit of Research

1. Purpose

xxix

To be more specific, the study was undertaken in order to:

a. To analyze the direct relationship of service quality on customer

satisfaction.

b. To analyze the direct relationship of brand image on customer

satisfaction.

c. To analyze the direct relationship of brand image on customer

satisfaction.

d. To analyze the direct relationship of service quality, brand image, and

perceived value on customer satisfaction simultaneously.

e. To analyze the direct relationship of service quality on brand loyalty.

f. To analyze the direct relationship of perceived value to brand loyalty.

g. To analyze the direct relationship of customer satisfaction on brand

loyalty.

h. To analyze the direct relationship of service quality, perceived value

and customer satisfaction on brand loyalty simultaneously.

2. Benefit

This research will provide the following benefits:

a. For The Company

As the consideration for business in making decision about the

influence of service quality, perceived value, brand image and

customer satisfaction towards brand loyalty.

b. For The Research

xxx

It gives the reseacher the opportunity to gain inside knowledge in the

influence of service quality, perceived value, brand image and

customer satisfaction towards brand loyalty.

c. For Further Research

As additional reference materials in reviewing issues related to service

quality, perceived value, brand image, customer satisfaction and brand

loyalty.

xxxi

CHAPTER II

LITERATURE REVIEW

A. Service Quality

1. Definition of Service Quality

Service quality is one of important factors in order to achieve

competitive advantage. Service has variety meaning and traditionally

difficult to describe. Even more difficult were the fact how to create and

send the service to customer often hard to understand. Some expert also

define in different ways, here are the definition of Lovelock and Wright

(2005:5):

a. Service is an act or performance that had offered by one party to the

other party. Although the process might be related to the physical

product, the performance is essentially intangible and usually the result

does not have ownership to factor of production.

b. Services are economic activities that create and deliver benefits to

customers at a particular time and place, as the result of actions that

bring about desire changes in themselves or to its service recipient.

According Lovelock and Wirtz (2005:9) services are economic

activities that have offered by one party to another party, most commonly

employing time-defined performances to bring about desired result in

recipients themselves or in object or other assets for which purchasers

have responsibility.

xxxii

According to Kotler et al (2009:139) quality is the totality of features

and characteristics of a product or services that bear on its ability to satisfy

stated or implied needs.

Service is the most important element to know customer satisfaction

in consuming the product or service. Customers will compare what they

were expecting for accepted with what their truly received during the post-

purchase step of the process buying service. They had decided whether

satisfied or dissatisfied with delivering the service and results, they also

make judgment about the quality service.

If the service that received and perceived suitable with expectation, so

the service quality has a good perception and satisfied. If the services

received beyond the consumer expectations, so the service quality has a

very good perception and good quality. Whereas, if the services received is

lower than expected, then service quality has a bad perception.

From the definition above service quality that have been explained by

expert, the author can make conclusion that service quality is any kind of

activity that performed by company in order to fulfill consumer

expectations. In this case, service defined as a service that deliver by

owner such as easier, speed, relationship and politeness which shown

through attitude and character in delivering service for customer

satisfaction.

2. Dimension of Service Quality

xxxiii

The service quality may be interpreted as an attempt at fulfillment of

consumer needs and desires as well as the precision of delivery in offset

expectations of consumers (Tjiptono, 2007). Service quality can be found

by comparing the perceptions of consumers against the service received

with service expected based on service attributes a service provider

organization. If the service is received beyond the expectations of the

consumer, then the service quality was considered very good. Through the

concept of measuring service quality like this, According to Parasuraman

1988 in Tjiptono (2011:198) identify the 5 dimensions of service quality,

namely;

a. Realibility

This dimension relates to the company’s ability to provide promised

services immediately, accurate and satisfy.

b. Responsiveness

This dimension pertains to the willingness and ability of employees to

help customers and respond to their request, and inform you of when

services will be provided and ability of employees to respond the

customer complaint.

c. Assurance

This dimension relates to the behaviour of the service provider able to

cultivate consumer trust against the company and service provider

(employees) always be polite and have enough knowledge to handle

xxxiv

any questions or concerns customers.

d. Emphaty

This dimension means the company or the service provider understand

the problems of customers, acting on behalf of the customer, as well as

providing personal attention to customers.

e. Tangible

This dimension relates to appeal of physical facilities, equipment, and

material that are used the company as well as the appearance of the

service provider.

B. Brand Image

1. Definition of Brand Image

Brand image is the consumer perception about a brand, which is

reflected by the brand associations that are in the minds of consumers. In

other words, the brand association is another information node connected

to the brand node in memory and contains a brand means to consumers.

Associations come in all shapes and may reflect the characteristics of the

product or aspects independent of the product. (Keller, 2013: 76).

Brand was an important attributes from some product. Moreover,

brand was an identity to differentiate company’s product with another

product. In this case, definition of brand image has different explanation

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

each other. Here are some definition of brand image that author quotes

xxxv

from several expert:

Brand Image is a set of brand associations are formed and embedded

in the minds of consumers. Consumers are accustomed to using certain

brands tend to have the consistency of the brand image. Brand image are

perceptions and beliefs made by consumers, as reflected associate in

consumer memory (Kotler, 2009: 346).

According to Keller (2008:2) brand is a name, term, sign, symbol, or

design, or a combination of them, intended to identify the goods and

services of one seller or group of sellers and to differentiate them from

those competition.

From the definition above brand image that have been explained by

expert, the author can make conclusion that brand image is the identity of

company in order to make the customer know the differentiation between

another company.

2. Measurement of Brand Image

According to Keller (2013:77) defined the measurement of brand

image can conducted based on the aspects of a brand, namely:

a. Strength

The more deeply a person thinks about product information and relates

it to existing brand knowledge, the stronger result brand associations

will be. The strength in this case are the advantages owned by a

physical brand which not found from another brand. The advantages of

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this brand refers to the physical attributes, so commonly as the

advantages compared to the other brand. What is included in group

strength namely; physical product, quality product, function of product

facilities, price product, and the appearance of supporting facilities to

its products.

b. Favorability

Favorable refers to the ability of the brand to be easily remember by

consumers. What is included in this category namely; brand easy to

say, the ability of brand to be remembered by consumers, or the

suitability between the impression of brand in mind of consumer with

brand image company above its brand.

c. Uniqueness

Uniqueness is the ability to differentiate a brand among other brands.

This impression arises from the unique attributes product, be a unique

impression means there is differentiation between one product to other

products. What is included in uniqueness group namely; the variation

service that usually given a product, the variation of product, and

physical appearance of product.

C. Perceived Value

1. Definition of Perceived Value

According to Kotler (2008:60) perceived value is the difference

between perspective customer evaluation of all benefit and all the cost of

xxxvii

an offering and the perceived alternatives.

According to Zeithaml (1988:14) perceived value is the consumer

overall assesment of the utility of a product based on perception of what is

received and what is given.

Perceived value is the overall assessment of the customers against the

usefulness of a product received and given by the product. Based on some

sense above, then it can be concluded that the perceived value of

customers is a customer assessment done by comparing between the

benefits to be received by the sacrifice issued to obtain a product and

services. Whereas, perceived value also mean business customers to

compare a product or service from a particular company with competitors

in terms of benefits, quality and price.

2. Measurement of Perceived Value

Customers may feel the value offered is different based on personal

values, needs, preferences and financial resources. In addition, the

perception of value can also differ according to the situation of its use. In

Ariningsih (2010:8) research carried out two marketing experts from the

University of Western Australiam Sweeney and Soutar (2001) trying to

develop 19 items the size of customer perceived value. Scale called

PERVAL (perceived value) are meant to assess the perceptions of

customers against the value of a product customers long lasting brand on

the level. The scale was developed based on the context of the retail

purchase situations to determine the values of consumption that leads to

the attitude and behavior of purchase.

xxxviii

According to Parasuraman and Grewal (2000) dimensions of

perception value consists of 3 main aspects, as follows;

a. Fair price : Price conformity and quality.

b. Brand Reputation : Brand reputation that has been in mind

customer.

c. Value for money : Advantages and Value of money paid.

Some definitions about the perceived value of the above can be

inferred by the experts that perceived value is a value comparison between

sacrifice that has been done the customer in this case is the cost in the form

of price with the benefit or utility in accordance with each customer's

expectations.

D. Customer Satisfaction

1. Definition of Customer Satisfaction

Customer satisfaction has become a central concept in business and

management discourse. The customer is the main focus in the discussion

of the satisfaction and quality of service. Therefore, the customer holds an

important role in measuring satisfaction with respect to products or

services that the company provides.

According to Tjiptono (2012:31) customer satisfaction is a situation

that to be demonstrated by the consumer when they realized that the needs

and desires as expected as well as for better fulfilled.

Customers have experience different levels of satisfaction or

dissatisfaction after they consume product or service which was suitable

xxxix

with their expectation. Because satisfaction is the emotional condition,

reaction after bought something could be anger, dissatisfaction,

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

2005:102).

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

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

expectations. Satisfaction is the fulfill response of customer about the

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

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

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

(2012)

From the definition above customer satisfaction that have been

explained by expert, the author can make conclusion that customer

satisfaction is the expectation based on what customer perceives.

2. Measurement of Customer Satisfaction

According to Estiri et al (2011) customer satisfaction is the feeling or

attitude you have when your needs as a customer are fulfilled and meeting

the customer’s expectations for key service quality attributes lead to

overall satisfaction with service. A satisfied customer will repeat the

purchase of the product and, will tell other potential customers positive

things about the service (Patterson and Spreng, 1997; Metawa and

Almossawi, 1998).

xl

According to Irawan (2008:37-50) defined the measurement of

customer satisfaction divided into 5 factors, such as;

a. Product Quality; customers satisfied after buy and use products in

fact the good quality of their products. Product quality is the driver

customer satisfaction multi dimensional. According to Lupiyoadi

(2014:175) product quality is the extent to which a product meet the

specification. Value can be measured by customer based on reliability,

durability, and performance to physical form and product image.

b. Price; for sensitive customers, usually cheap price is an important

source of satisfaction because customer will get a high value for

money. Price is the amount of money (plus some of product)

needed to obtain a number of a combination of products and

services.

c. Service quality; satisfaction with the quality of services usually

hard in imitated. Service quality is driver with many dimensions,

the concept of service quality that popular is servqual dimensions

to be equipped with 5 dimension namely; tangible, realibility,

responsiveness, assurance and empathy. Customer would be

satisfied if the service given in accordance with expected.

d. Emotional Factor; customer will feel satisfied because of the

emotional value provided by the brand of product.

e. Fee and Easiness; customer will be more satisfied when

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relatively easy, comfort and efisien in the product or services.

3. Method of measuring Customer Satisfaction

According to Kotler and Amstrong (2014:148) discuss several

methods to measure customer satisfaction, which are:

a. Complaint and Suggestion system

Each customer oriented service organization should provide the

widest opportunity to its customers to submit suggestion, criticism,

opinions, and their complaints. Information obtained through this

method can provide new ideas and input are valuable to the

company making it possible to react quickly and respond in

overcome the problems that arise.

b. Customer satisfaction survey

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

customer satisfaction using such as questioner or by phone calls to

a random sample of their customers. Through the survey,

companies will get responses and feedback directly from customers

and give a positive sign that companies pay attention to them.

Customer satisfaction survey is divided into four categories, which

are:

1) Directly report satisfaction

The respondents are being asked directly with question in

order to know if they are very satisfied, satisfied, neutral,

xlii

dissatisfied, or very dissatisfied. This survey is to used to

collect the customer opinion and needs which can give the

result called the customer satisfaction index. This customer

satisfaction index the standard of company needs to maintain.

2) Derived dissatisfaction

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

the customer expectation in the certain attribute, and how high

is the performance that customer’s feel of this attribute.

3) Problem analysis

The respondents are being asked to describe two things; the

problem which related with the company offer and suggestion

for improvement.

4) Importance performance analysis

The respondents are asked to rate the services according to the

customer importance and company performance in each

attributes.

c. Ghost shopping

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

findings on strong and weakness points when experience buying

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

observe how the company and its competitors in serving customer

demands, answering customer question, and solve any problems or

xliii

customer complaints.

d. Lost customer analysis

The company contact customers who have stopped buying or

switched to another supplier to learn why this condition happened

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

refine.

e. Some caution in measuring customer satisfaction

The company must make a well-structured questionnaire; otherwise

the customer would face a huge questionnaire. The company must

also be able to recognize that two customers can report being

highly satisfied for two reasons. One person maybe easily satisfied

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

pleased on this occasion.

Meanwhile, according to Tjiptono (2014: 368), there are several core

concepts concerning the object measurement of customer satisfaction, such

as;

1. Overall Customer Satisfaction

There are two step in the process of measure; First, measuring of

the level of customer satisfaction product and service. Second,

evaluate and compare with the overall customer satisfaction of

product and service.

2. Conformance of Expectation

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In this concepts, satisfy can be conclude by suitability or

unsuitability between customer expectation with actual

performance of product.

3. Experience satisfaction

A feeling of satisfaction experienced by customers after getting

services from an employee or product.

4. Repurchase Intent

Measure of customer satisfaction by asks whether customers are

going shopping or using company service.

E. Brand Loyalty

1. Definition of Brand Loyalty

A situation in which consumer purchase and uses the brands of their

trust as compare to brand that they do not trust. In this way consumer

shows a commitment to that brand. Brand loyalty can be measured through

positive word of mouth, satisfaction of customer, brand trust, sensitivity of

price. A degree in which consumer consistently purchase the brand

available in the product category. The loyalty to the specific brand of

consumer will remain unchanged if the brand is as long available (Rizwan,

2013).

According to Oliver (1999) the most comprehensive approach

presents brand loyalty as ‘a deeply held commitment to rebuy a preferred

product or service consistently in the future, thereby causing repetitive

xlv

same brand or same brand set purchasing, despite situational influences

and marketing efforts having the potential to cause switching behavior’.

According to Schiffman and Kanuk (2009), brand loyalty is the

consumer preferences consistently to make a purchase on the same brand

on a specific product or a specific service category. Brand loyalty is a

strong commitment to subscribe or purchase a consistent brand in the

future.

According to Aaker (2009), brand loyalty is a measure of the customer

relationship to a brand. This size is able to give an idea of the possibilities

for a customer to switch to another product especially in a brand that he

found the change, either in relation to the price or other attributes.

2. Measuring of Brand Loyalty

According to Rai et al. (2012) brand loyalty development had been

categorized into four sequential phases by Oliver (1999);

a. Cognitive loyalty

A direct way to determine the loyalty especially for habitual behavior

is to take into account the actual purchasing patterns.

b. Affective loyalty

Measurements against the satisfaction or dissatisfaction of customers a

brand is the most important indicator in brand loyalty. If the

dissatisfaction of customers to a brand, then it is generally not

xlvi

sufficient reason for customers to switch to other brands except when

there is a fairly strong attractor factor.

c. Conative loyalty

The Favorites against the brand, trust, a sense of respect or friendship

with a brand evoking the warmth and closeness in the feelings of

customers. It will be difficult for other brands to attract customers who

are in this stage. The size of these favors are a willingness to pay the

price of the more expensive to get products.

d. Action loyalty

According to Oliver (1999) in Lovelock and Wirtz (2004:352) states

that action or behavioral loyalty is the stage where behavioral

intentions get converted into actions. Behavioral loyalty has been

considered as repeat purchases frequency or proportion of purchase

and likelihood to recommend.

F. Previous Research

This previous research on this topic has been contacted by:

Table 2.1

Previous Research

No Researcher Tittle of

Research

Research Methods Research Result

Variable Method

1. Pratiwi (2015) The influence

of brand

image, brand

trust, and

customer

satisfaction

on brand

Brand

Image (X1),

Brand Trust

(X2), and

Customer

satisfaction

(X3).

Multiple

Regression

Analysis

The result of this

study showed that

brand image, brand

trust and customer

satisfaction have

significant influence

on brand loyalty

xlvii


Research


Variable Method

loyalty (case

of samsung

smartphone).

Brand

loyalty (Y)

simultaneously.

While partially,

only customer

satisfaction has

significant influence

on brand loyalty,

whereas brand

image and brand

trust does not have

any significant

influence on brand

loyalty.

2. Keny (2015)

The

relationship

between

brand equity,

customer

satisfaction,

and brand

loyalty on

coffee shop:

study of

excelso and

starbuck

Variable

brand

equity,

Variable

customer

satisfaction

and

Variable

brand

loyalty

Structural

Equation

Modelling

(SEM)

The result of this

study showed that

the physical quality,

the ideal self-

congruence and the

lifestyle congruence

have a positive and

significant impact

on the customer

satisfaction on

excelso and

starbuck. Staff

behaviour only has

a positive and

significant impact

on the customer

satisfaction in the

excelso; whereas,

brand identification

only has a positive

and significant

impact on the

customer

satisfaction in the

starbuck. However,

in both of coffee

shop brand, the

consumer

satisfaction has a

positive and

xlviii


Research


Variable Method

significant impact

on the brand

loyalty.

3. Nugroho

(2014)

The influence

Service

quality

towards

Customer

Satisfaction

and Customer

Loyalty(Study

of customer

Speedy

Telkom at

Kota

Surabaya)

Variable

service

quality,

Variable

Customer

Satisfaction,

and

Variable

customer

loyalty

Regression

Analysis

1. Service quality

influence of

customer

satisfaction

significantly.

2. Service quality

influence of

customer loyalty

significantly.

4. Damayanti

(2009)

The influence

of Customer

Satisfaction

towards

Brand

Loyalty of

Suzuki

Motorcycle at

CV Turangga

Mas Motor

Variable

Customer

Satisfaction

and

Variable

Brand

Loyalty

Analisis

regresi

The results stated

that there is a

relationship and a

significant positive

effect of customer

satisfaction on

brand loyalty

5. Handayani

(2015)

The influence

of Perceived

value and

Customer

satisfaction

that effect to

Brand loyalty

(Case

Provider

User)

Perceived

Value (X1),

Customer

Satisfaction

(X2).

Brand

Loyalty (Y)

Multiple

Regression

Analysis

The results indicate

that perceived value

has positive and

significant effect to

customer loyalty

and this study also

confirm if customer

satisfaction has

positive and


brand loyalty.

6. Thakur and

Singh (2012)

Brand image,

Customer

Satisfaction,

and Loyalty

Intention:

Brand

Image (X1)

Customer

Satisfaction

(X2)

Multiple

Regression

Analysis

The result indicate

that brand image

has positive and


customer

xlix


Research


Variable Method

Study in the

Context of

Cosmetic

Product

Among the

people of

Central India

Loyalty

Intention

(Y)

satisfaction and this

study also confirm

if customer

satisfaction has

positive and


loyalty intention.

l

G. Theoretical Framework

Figure 2.1

Theoretical Framework

H. Hypothesis

The hypothesis is a temporary answer to the problem of research, where

the formulation of research has been expressed in the form of a question

sentence (Sugiyono, 2014: 64). The hypothesis proposed as a temporary

answer to the problems posed in this study are as follows:

Service Quality (X1) Brand Image (X2) Perceived Value (X3)

(X3)

Cust. Satisfaction (Y1)

Brand Loyalty (Y2)

Conclusion and Suggestion

Path Analysis 1. Simultaneous T test

2. Simultaneous F test

3. Correlation Test

4. Sobel Test

Data Analysis Method:

1. Validity Test

2. Realibility Test

3. Normality Test

li

1. Structural Equation 1

a. Hypothesis 1

Ho: ρx1y1 = 0, There is indirect relationship between service quality

with customer satisfaction

Ha: ρx1y1 ≠ 0, There is direct relationship between service quality with

customer satisfaction

b. Hypothesis 2

Ho: ρx2y1 = 0, There is indirect relationship between brand image with


Ha: ρx2y1 ≠ 0, There is direct relationship between brand image with


c. Hypothesis 3

Ho: ρx3y1 = 0, there is indirect relationship between perceived value

with customer satisfaction

Ha: ρx3y1 ≠ 0, there is direct relationship between perceived value with


d. Hypothesis 4

Ho: ρx1y1 = ρx2y1 = ρx3y1 = 0, there is indirect relationship between

service quality, brand image and perceived value to customer

satisfaction simultaneously.

lii

Ha: ρx1y1 = ρx2y1 = ρx3y1 ≠ 0, there is direct relaionship between

service quality, brand image and perceived value to customer

satisfaction simultaneously.

2. Structural Equation 2

a. Hypothesis 5

Ho: ρx1y2 = 0, there is indirect relationship between service quality to

brand loyalty.

Ha: ρx1y2 ≠ 0, there is direct relationship between service quality to

brand loyalty.

b. Hypothesis 6

Ho: ρx3y2 = 0, there is indirect relationship between perceived value

to brand loyalty

Ha: ρx3y2 ≠ 0, there is direct relationship between perceived value to

brand loyalty

c. Hypothesis 7

Ho: ρy1y2 = 0, there is indirect relationship between customer

satisfaction to brand loyalty

Ha: ρy1y2 ≠ 0, there is direct relationship between customer

satisfaction to brand loyalty

d. Hypothesis 8

Ho: ρx1y2 = ρx3y2 = ρy1y2 = 0, there is indirect relationship between

liii

service quality, perceived value and customer satisfaction to brand

loyalty simultaneously.

Ha: ρx1y2 = ρx3y2 = ρy1y2 ≠ 0, there is direct relationship between

service quality, perceived value and customer satisfaction to brand

loyalty simultaneously.

liv

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

Respondent in this research is the customer who shop in Outlet XL

Bekasi. The selection of the location of the bekasi is done with the

consideration of the writer because the population of the current congregation

is very dense which for the internet network will be very difficult to obtain

due to dense population, but with XL's excellent Internet signal quality, XL's

internet network is still affordable in very populated locations. This research

was conducted to analyze how much the influence of Service Quality (X1),

Brand Image (X2), Perceived Value (X3), to Customer Satisfaction (Y) and

Brand Loyalty (Z) as variable in the research. This research will be conduct on

october – december 2017. Field research will be held in December 2017.

B. Determine of Sample Method

1. Population

According to Sugiyono (2015:135) population is area generalization

consist of objects and subjects that have certain quality and characteristic

designed by author for learned and at the next pulled the conclusion.

Population is subject or objects which have certain qualities and

characteristics are determined by researcher. Thus the population is not

only people but also objects. Population also not only quantity but includes

all of characteristics subject or object and the population in this research is

lv

customer of XL Bekasi.

According to Malhotra (2004:314) population is the aggregate of all

the elements that share common set of characteristic and that comprise the

universe for the purpose of the marketing research problem.

2. Sample Technique

According to Sugiyono (2015:136) sample is a part of total number

and characteristic that owned by its population. According to Malhotra

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

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

from which the information is desired (Malhotra, 2009:373).

The sample technique will be used is convenience sampling.

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

probability sampling technique that attempts to obtain a sample of

convenient elements. Because, non-probability sampling relies on the

personal judgment of the researcher rather than chance to select the sample

elements. The researcher can arbitrarily or consciously decide what

elements to include the sample (Malhotra 2004:320)

The researcher takes 100 samples respondent, because according to

Sugiyono (2010:74) guidelines to determining sample are as follows :

a. Sample size should be between 30-500 elements.

b. If the sample is broken down further into sub-sample (Male/Female,

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

sub until 30.

lvi

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

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

variables to be analyzed.

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

between 10-20 elements.

The researcher takes 100 samples respondent, because according to

Sugiyono (2010:74) guidelines to determining sample are as follows

C. Data Collection Methods

1. Primary Data

Primary data is data that comes from the original source or sources of

the first that we generally refer to as a resource (Sarwono, 2012:37). The

method used to obtain primary data is that the questionnaire. The

questionnaire is a list of questions that will be used by researchers to

obtain data from the source directly through the communication process or

by asking questions. The questionnaire supposed to respondent to be filled,

the respondents in this research is the internet user of XL.

Weight rating figures questionnaire results in this study are described

in the corresponding Likert scale is a method used to measure attitudes,

opinions, and perceptions of a person or group of people about a social

phenomenon. Likert scale used to answer part of the study had five

categories of statements as presented in the table below;

Table 3.1

Likert Scale of Five Levels

lvii

No Range Weight

1 Strongly Agree (SA) 5

2 Agree (A) 4

3 Neutral (N) 3

4 Disagree (D) 2

5 Strongly Disagree (SD) 1

2. Secondary Data

Secondary data is data that has been processed by certain parties that

the data is available when we need (Sarwono, 2012: 32). This research

includes studies through all the written material (literature study) in the

form of books, literature, internet and other written sources that are

relevant to the title of the research and accountability can be verified.

D. Data Analysis Methods

1. Validity Test

Validity test used to measure whether a legitimate or valid

questionnaires. A questionnaire is said to be valid if the questions on the

questionnaire were able to reveal which will be measured by the

questionnaire. Validity test in the research done by comparing the value of

r count with r table for degree of freedom (df) = n – 2, in this case n is the

number of sample. If r count is greater than r table and the value is positive

then the grain or questions or indicators that are declared valid (Ghozali,

2013:52-53).

2. Reability Test

lviii

Reliability is often defined as the consistency and stability of data

findings. From a positivistic perspective, reliability typically is considered

to be synonymous with consistency of data produced by observation made

by different researcher at different times (Ghozali, 2013:47). Software

SPSS 21.0 provide facilities to measure reliability with statistic test of

Cronbach Alpha (α). A construct or variable is said reliable if the value of

Cronbach Alpha > 0,70 (Nunnally, 1994 in Ghozali, 2013:48).

3. Normality Test

Normality test aims to test whether in regression models, variables

bullies or residual has a normal distribution. As it known that t and F test

assumes that the residual value follows the normal distribution. When this

assumption is violated the the test statistic to be invalid for a number of

small sample (Ghozali, 2006:110). One of the test statistic that can be used

to test normality test is the residual non-parametik Kolomogrov-Smirnov.

If the magnitude of the value Kolomogrov-Smirnov is greater than the

value of asymp Sig, then Ho denied that means normal distributed residual

data (Ghozali, 2006:115).

4. Path Analysis

Path analysis first developed in the 1920s by a geneticist is Swell

Wright (Joreskog and Sorbon; Johnson & Wichern, 1992, in Riduwan and

Engkos, 2008:1). Path analysis interpreted oleh Bhornstedt (1974) in

Kusnendi (2005:1) quoted by Riduwan and Kuncoro (2008:1) if “a

technique for estimating the effect’s a set of independent variables han on

lix

a dependent caribale from a set of observed correlations, given a set of

hypothesized causal asymetric relation among the < ominant < .”

sedangkan tujuan utama path analysis is a method of measuring the direct

influence along each separate path in such a system and thus if finding the

degree to which variation of a given effect is determined by each particular

cause. The method depend on the combination of knowledge of the degree

correlation among the variables in a systemn with such knowledge as may

possessed of the causal relations (Maruyama, 1998:16) in Riduwan and

Kuncoro (2008:1). So, path analysis model use to analyze the relationship

between variable with a view to knowing the direct or indirect effects of

eksogen towards endogen.

Path analysis techniques to be used in test the size of the contribution

indicated by the coefficient on each diagram the casual relations between

variable X1 and X2 toward Y and its impact on Z. Consideration using this

analysis because between one variable with another variable have a

reliaonship.

a. Conversion flow diagram into equation

Nex step is convert the model specification into a series of

equations.

b. Structural equation

Y = ρy1x1X1 + ρy1x2X2 + ρy1x3X3 + ɛ1

Z = ρzx1X1 + ρzx3X3 + ρzy1Y1 + ɛ2

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Description :

X1 = Service Quality

X2 = Brand Image

X3 = Perceived Value

Y = Customer Saisfaction

Z = Brand Loyalty

Before the researchers use path analysis in the research, then the

researcher must arrange the relationship model between variables in this

case called path analysis (Sugiyono, 2007:298).

Figure 3.1

Path Analysis

Source: Primary data Processed 2016

From calculation of spss program before, will be obtained information

or result from coefficient determination (R2), simultaneous test (F test), and

ρzx3

ρzy1 Brand Loyalty

(Z)

ρzx1

ɛ2

Customer

Satisfaction (Y)

rx2x3 ρyx3

ρyx1

Service Quality

(X1)

Brand Image

(X2)

Perceived

Value (X3)

rx1x2

rx1x3

ρyx2

ɛ1

lxi

parsial test (Test T).

a. Determination Coefficient (R2)

According to Ghozali (2006:202) the coefficient of

determination ( r2) essentially measure how far the ability of

models to explain variation in the dependent variable. The value

determination of coefficient is between zero and one. The small

means that the ability of independent variables in explaining

variations in the dependent variable is very limited.

Basic weaknesses use the coefficient of determination is

based on the number of independent variables entered into the

model. Each additional one independent variable, then R2 would

increase, no matter whether these variables affect the dependent

variable is not. Therefore, in this research used is the R square that

have been adapted or adjusted R2 as adjusted for the variables used

in this research. Adjusted R2 value can rise or fail if an independent

variable added into the model.

b. Simultaneous Test (F-Test)

Simultaneously, hypothesis testing is done by using the F-test.

According Ghozali (2013: 98) test statistic F basically shows

whether independent or dependent variables included in the model

have influence together against the dependent variable or bonded.

probability is less than 0.05, then the result is significant means

there is influence of independent variables together to dependent

variable.

lxii

c. Parameter Individu Test (Partial Test)

Partially, hypothesis testing was done by t-test. According Ghozali

(2011: 98) test statistic t basically shows how far the influence of

independent variable individually in explaining the dependent

variable. Probability is less than 0.05, then the result is significant

means there is influence from independent variable individually to

dependent variable.

d. The Coefficient of Correlation

According to Priyatno (2012:100) correlation of coefficient is used

to see how strong relationship and direction between one or more

variable. Coefficient of correlation can be shown by the number of

pearson correlation. Pearson correlation ranged from zero until

one. If pearson correlation is close to the number one, it means the

relationship is getting strong. Otherwise, if pearson correlation is

close to zero then the relationship is getting weak.

Table 3.2

The Level of Coefficient Correlation

(Sugiyono, 2010:100)

Internal Coefficient Level of Relationship

0.0 - 0.25 Very Weak

>0.25 – 0.5 Weak

>0.5 – 0.75 Strong

>0.75 -1 Very Strong

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5. Sobel Test

Hypothesis testing can be done with mediation procedures

developed by Soble test (1982) and was known by sobel test. Sobel test

done by way testing the strength of the indirect influence of X to Y against

M. Indirect influence X to Y against M can be calculate with the line way

X → M (a) with the way M → Y (b) or ab. So the coefficient ab = (c-c’),

where c is the influence X towards Y without control M. Standard error

coefficient a and b written with sa and sb and the magnitude of the

standard error of indirect effect sab will be calculated with the formula, as

follows:

222222 sbsasbasabSab ++=

To test the significant of indirect influence, it is necessary to calculate the

t-value of coefficient ab with the following formula, as follows;

sab

abt =

This calculate of t-value compared with t-table value. If the

calculation of t-value more than the t-table value, then it can be concluded

to occur the influence of mediation. Sobel test assumptions require a large

number of samples, if the number of small samples, then test the soble

became less conservative (Ghozali, 2013:248-249).

E. Operational Variable

According to Sugiyono (2009:58) research operational are everything that

shaped whatever things which determined by researcher to learn and get the

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information about those things, next make a conclusion. Here are the table of

operational variable:

Table 3.3

Operational Variable

No. Variable Sub Variable Indicator Scale

1. Service Quality

(X1)

(Source:

Parasuraman., et

al (1998) in

Tjiptono,

2011:198)

(2007:198)

A. Realibility 1. Ability to provide

service quickly.

2. Ability to provide

accurate service.

3. Ability to provide

service satisfied

Likert

B. Responsiveness 4. Ability of

employees to

help customer

5. Ability of

employees to

respond the

customer request

6. Ability of

employees to

respond the

complaint

customer

C. Assurance 7. Employee can be

trusted

8. Employee always

be polite

9. Employee have

enough

knowledge

D. Empathy 10. Employee

understand the

problem of

customer

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11. Providing

personal attention

to customer

E. Tangibles 12. Attractive

facilities

13. Equipment

14. Appearance of

service provider

2. Brand Image

(X2)

(Source : Keller

2013:77)

A. Strengthens 1. Product Quality Likert

B. Favorable 2. Brand easy to

say

3. Brand easy to

remember

C. Uniqueness 4. The

differentiation a

brand among

other brand

5. The variation of

product

3. Perceived Value

(X3)

(Source :

Parasuraman

and Grewal

2000)

A. Fair price 1. Price conformity Likert

B. Brand

Reputation

2. Brand reputation

that has been in

mind customer

C. Value for money 3. Advantages

4. Value of money

paid

4. Customer

Satisfaction

(Y1)

(Source:

Tjiptono,

2014:368)

A. Overall

Satisfaction

1. A feeling

satisfaction to the

product given

Likert

B. Conformance of

Expectation

2. The product

given in

accordance with

expected

C. Experience

satisfaction

3. Satisfied for

using these

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product

5. Brand Loyalty

(Y2)

(Source :

Rangkuti in

Kusuma, 2014)

A. Cognitive loyalty 1. Repeat purchase Likert

B. Affective loyalty 2. Satisfaction

product

C. Conative loyalty 3. Trust

D. Action loyalty 4. Recommendation

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CHAPTER IV

RESULT AND ANALYSIS

A. General Overview of Research Object

1. History of XL Axiata Company

With more than 17 years of experience operating in the Indonesian

market, PT XL Axiata Tbk. (XL) is one of the leading mobile service

providers in Indonesia. Currently, XL is considered one of the leading

providers of cellular services for Data and Telephony in Indonesia.

XL Initially starting business as a trading and general services

company established on 6 October 1989 under the name of PT

Grahametropolitan Lestari. In 1996, XL Axiata entered the

telecommunications field after obtaining a GSM 900 operating license and

officially launching its GSM services, becoming the first private company

in Indonesia to provide cellular mobile telephony services. Later on,

following a cooperation agreement with the Rajawali Group and three

foreign investors (NYNEX, AIF and Mitsui), XL Axiata name was

changed to PT Excelcomindo Pratama.

In September 2005, XL Axiata launched an Initial Public Offering

(IPO) and listed its shares on the Jakarta Stock Exchange now known as

the Indonesia Stock Exchange (IDX). At that time, XL Axiata was a

subsidiary of Indocel Holding Sdn. Bhd., which is now known as Axiata

Investment (Indonesia) Sdn. Bhd., which all shares owned by TM

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International Sdn.Bhd., (“TMI”) through TM International (L) Limited. In

2009, TMI changed its name to Axiata Group Berhad (“Axiata”) which

later in the same year PT Excelcomindo Pratama Tbk. also changed its

name to PT XLAxiata Tbk. for synergy purpose. Currently, the majority of

XL Axiata’s shares are owned by Axiata through Axiata Investments

(Indonesia) Sdn. Bhd. (66.4%) and the remaining is held by the public

(33.6%).

As a leading market player in Indonesia, XL Axiata provides services

for retail customers and offers business solutions to corporate customers

with wide network and service coverage throughout Indonesia. The

services include Data, Voice, SMS and other value added digital services.

XL Axiata operates its network on GSM 900/DCS 1800 and IMT-2000/3G

technologies.

XL Axiata also holds a Content Provider License, Internet Services

Provider (ISP), Internet Interconnection Services License, Voice Over

Internet Protocol License, Leased Line License, Money Remittance as well

as E-Money Issuer License from the Central Bank of Indonesia, which

enables XL Axiata to provide remittance service to its subscribers.

2. Vision and Corporate Culture of XL Axiata Company

a. Vision

To be a leader in providing easy-to-use mobile internet experience at

a lower price to Indonesians, with the XL brand having strong appeal

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to the Emerging Middle Class segment.

b. Corporate Culture

XL’s four core values are captured in “ITS XL” which stand for;

• Uncompromising Integrity; having high ethical standards,

having no tolerance for unethical behavior.

• Team Synergy; Vigorously working together, ensuring all

processes are done to achieve a common goal.

• Simplicity; Doing our best to provide a solution that easy-to-

use and beyond customer’s expectations.

• Exceptional Performance; Always be enthusiastic in

providing the best performance.

B. Data Quality Test

Before performing the data analysis with path analysis, the researchers

tested the quality of data by performing validity and realibility test with 20

sample.

1. Validity Test

Validity test in this research is used to measure the validity of a

questionaire. Thus, the higher the validity of a measuring instrument, the

more precisely the gauge is about the target. Correlation test is used to

with using “Corrected Item Total Correlation”. As for the basis of

decision making with compare the value Rcount and Rtable, the criteria of

test as follow below:

lxx

• If r-count > r-table so the item is valid

• If r-count < r-table so the item is unvalid

Validity test done by comparing with Rcount with Rtable for degree of

freedom (df) = n-2, in this case, n is total of sample. Questionaire divided

into main factors, such as service quality (X1) with 14 questions, brand

image (X2) with 5 questions, perceived value (X3) with 4 questions,

customer satisfaction (Y1) with 3 questions and brand loyalty (Y2) with 4

questions. So the total of question is 30 questions with the total of

respondent are 20 questions at the time try out and 100 respondents after

all declared valid and reliable.

The total of sample is (n) = 20 and the magnitude of df can be

calculated 20-2 = 18 with 18 and alpha 0,05 obtained from r-table 0.44.

From the testing of validity of all items that value of Rcount greater that

0.44 is valid and can be used as reference for further research. The size of

the each validity can be seen in the table below;

a. Service Quality

Table 4.1

Validity Test: Service Quality (X1)

No Question r-count r-table Description

1 SQ 1 0,805 0.444 Valid

2 SQ 2 0,814 0.444 Valid

3 SQ 3 0,837 0.444 Valid

4 SQ 4 0,852 0.444 Valid

5 SQ 5 0,840 0.444 Valid

6 SQ 6 0,796 0.444 Valid

7 SQ 7 0,846 0.444 Valid

8 SQ 8 0,806 0.444 Valid

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9 SQ 9 0,813 0.444 Valid

10 SQ 10 0,829 0.444 Valid

11 SQ 11 0,868 0.444 Valid

12 SQ 12 0,822 0.444 Valid

13 SQ 13 0,811 0.444 Valid

14 SQ 14 0,805 0.444 Valid

Source: Primary data Output SPSS 23, 2018

From the table above, there are fourteen questions to test service

quality. It can be seen that all of the result of service quality question are

valid, because the value Sig. From each other item r-count > r-table.

b. Brand Image

Table 4.2

Validity Test: Brand Image (X2)


1 BI_1 0,630 0.444 Valid

2 BI_2 0,803 0.444 Valid

3 BI_3 0,798 0.444 Valid

4 BI_4 0,784 0.444 Valid

5 BI_5 0,795 0.444 Valid


From the table above, there are fifth question to test brand image. It

can be seen that all of the result of brand image questions are valid.

because the value Sig. From each other item r-count > r-table.

c. Perceived Value

Table 4.3

Validity Test: Perceived Value (X3)


1 PV_1 0,873 0.444 Valid

2 PV_2 0,872 0.444 Valid

3 PV_3 0,896 0.444 Valid

4 PV_4 0,907 0.444 Valid


lxxii

From the table above, there are fouth question to test perceived value.

It can be seen that all of the result of perceived value questions are valid,


d. Customer Satisfaction

Table 4.4

Validity Test: Customer Satisfaction (Y)


1 CS_1 0,856 0.444 Valid

2 CS_2 0,843 0.444 Valid

3 CS_3 0,780 0.444 Valid


From the table above, there are third questions to test customer

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

question are valid, because the value Sig. From each other item r-count >

r-table.

e. Brand Loyalty

Table 4.5

Validity Test: Brand Loyalty (Z)


1 BL_1 0,799 0.444 Valid

2 BL_2 0,794 0.444 Valid

3 BL_3 0,878 0.444 Valid

4 BL_4 0,870 0.444 Valid


From the table above, there are fourth question to test brand loyalty.

It can be seen that all of the result of brand loyalty question are valid,,

lxxiii


2. Realibility Test

Reability test needed to measure the realibility of questionaire.

Therefore, a reabiliy test on the research instruments was calculated the

value of Cronbach Alpha (α), where, if a > 0,70 indicates the instruments

is reliable.

From the calculation of questionnaires of each variables can be seen

in the table below :

Table 4.6

Reability Test

No Variabel Cronbach’s

Alpha

Description

1 Service Quality

(X1)

0,775 Reliabel

2 Brand Image (X2) 0,797 Reliabel

3 Perceived Value

(X3)

0,838 Reliabel

4 Customer

Satisfaction (Y1)

0,837 Reliabel

5 Brand Loyalty (Y2) 0,825 Reliabel


Based on the table above, indicates that each of variables are; service

quality, brand image, perceived value, customer satisfaction and brand

loyalty, otherwise reliable because it has a value cronbach’s alpha > 0,70.

3. Normality Test

Untuk lebih meyakinkan, mendeteksi moralitas data dapat dilakukan

dengan uji K – S. Caranya adalah dengan menentukan terlebih dahulu

hipothesis pengujian. In this research, the hypothesis in question is

lxxiv

Hypothesis Nol (Ho) is data is normally distributed. Ho accepted if the

value of the test greater than the significant a = 5%.

Hipothesis :

a. Ho : Data distribution is normal

b. H1 : Data distribution is not normal

Criteria of decision making with statistical Kolmogorov – Smirnov

test, such as;

a. If significant > 0,05 then the data distribution is normal

b. If significant < 0,05 then the data distribution is not normal

a. Sub – Structure 1

Table 4.7

Output Normality Test Sub – Structure 1

Tests of Normality

Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Unstandardized Residual ,058 100 ,200* ,990 100 ,633

*. This is a lower bound of the true significance.

a. Lilliefors Significance Correction

Source : Data processing, 2018

Based on the table above, the value of Kolmogorov – Smirnov is

0,058 with signifincance 0.200. Because the value signifincance

Kolmogorov – Smirnov greater than 0.200 > 0,05 so can be concluded the

data distribution is normal.

lxxv

b. Sub – Structure 2

Table 4.8

Output Normality Test Sub – Structure 2

Tests of Normality


Statistic Df Sig. Statistic df Sig.

Unstandardized Residual ,078 100 ,141 ,975 100 ,052



Based on the table above, the value of Kolmogorov – Smirnov is

0.078 with the significance 0.141. Because the value signifikan

Kolmogorov – Smirnov greater than 0.141 > 0,05 so can be concluded the

data distribution is normal.

C. Profile Respondent

Responden dari penelitian ini adalah para konsumen XL. Questioner

secara langsung disebarkan sebanyak 100 questionaire kepada responden.

Berikut ini tabel 4.9 menyajikan rangkuman informasi karakteristik responden.

Table 4.9

Data Statistical Respondent

No Keterangan Total Persentase

1 Gender

a) Male 46 46%

b) Female 54 54%

Total 100 100%

2 Age

a) <19 years 30 30%

b) 20-35 years 29 29%

c) 36–50 years 23 23%

d) >50 years 18 18%

lxxvi

Total 100 100%

3 Work

a) Student 38 38%

b) Pegawai Negri 10 10%

c) Pegawai Swasta 30 30%

d) Wiraswasta 9 9%

e) Others 13 13%

Total 100 100%


D. Analysis Result

1. Questionaire Analysis

The following are the recapitulation of the result of the answer to

100 respondents in answer to questionaire;

Table 4.10

The result of respondent

Questionaire

Item

Grade

Total

5 4 3 2 1

X1 ( Service Quality)

SQ_1 2 51 24 21 2 100

SQ_2 2 47 27 22 2 100

SQ_3 5 48 30 14 3 100

SQ_4 5 45 25 24 1 100

SQ_5 5 46 25 21 3 100

SQ_6 4 47 30 16 3 100

SQ_7 7 44 24 24 1 100

lxxvii

SQ_8 5 45 28 21 1 100

SQ_9 7 48 29 14 2 100

SQ_10 6 45 24 23 2 100

SQ__11 7 46 24 21 2 100

SQ_12 5 49 28 15 3 100

SQ_13 6 51 28 11 4 100

SQ_14 7 51 20 21 1 100

X2 (Brand Image)

BI_1 2 36 40 21 1 100

BI_2 0 30 34 34 2 100

BI_3 3 28 42 25 2 100

Questionaire

Item

Grade Total

5 4 3 2 1

BI_4 4 25 42 28 1 100

BI_5 2 31 33 34 0 100

X3 (Perceived Value)

PV_1 6 9 18 52 15 100

PV_2 12 4 15 57 12 100

PV_3 5 12 40 22 21 100

PV_4 14 5 42 19 20 100

Y (Customer Satisfaction)

CS_1 18 29 31 16 6 100

lxxviii

CS_2 23 35 15 19 8 100

CS_3 21 33 23 17 6 100

Z (Brand Loyalty)

BL_1 18 30 28 17 7 100

BL_2 24 37 12 19 8 100

BL_3 25 27 24 18 6 100

BL_4 25 29 24 16 6 100


Based on the result of the output of questionaire which has been

divided to the internet user xl respondents, then obtained the data as

follows;

Table 4.11

Employees XL offer a service that quickly in help customers

SQ_1

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly disagree 2 2,0 2,0 2,0

Disagree 21 21,0 21,0 23,0

Neutral 24 24,0 24,0 47,0

Agree 51 51,0 51,0 98,0

Strongly Agree 2 2,0 2,0 100,0

Total 100 100,0 100,0


Based on the table 4.11 showed that 2 respondent (2%) strongly

disagree, 21 respondents (21%) disagree, 24 respondents (24%) neutral,

lxxix

51 respondent (51%) agree, and 2 respondents (2%) strongly agree. The

table results shown the majority of respondents agree that employee xl

offer a service that quickly in help customers.

Table 4.12

Employees XL offer a service that accurate in help customers

SQ_2


Cumulative

Percent


Disagree 22 22,0 22,0 24,0

Neutral 27 27,0 27,0 51,0

Agree 47 47,0 47,0 98,0


Total 100 100,0 100,0






offer a service that quickly in help customers.

Table 4.13

Employees XL offer a service that satisfying in help customers

SQ_3


Cumulative

Percent


Disagree 14 14,0 14,0 17,0

lxxx

Neutral 30 30,0 30,0 47,0

Agree 48 48,0 48,0 95,0


Total 100 100,0 100,0






offer a service that satisfying in help customers.

Table 4.14

Employees XL always willing to help customers

SQ_4


Cumulative

Percent


Disagree 24 24,0 24,0 25,0

Neutral 25 25,0 25,0 50,0

Agree 45 45,0 45,0 95,0


Total 100 100,0 100,0






lxxxi

always willing to help customers.,

Table 4.15

Employees XL always responsive in responding to customers desires

SQ_5


Cumulative

Percent


Disagree 21 21,0 21,0 24,0

Neutral 25 25,0 25,0 49,0

Agree 46 46,0 46,0 95,0


Total 100 100,0 100,0






always responsive in responding to customers desires.

Table 4.16

Employees XL always respond in response to a customers complaint

SQ_6


Cumulative

Percent


Disagree 16 16,0 16,0 19,0

Neutral 30 30,0 30,0 49,0

Agree 47 47,0 47,0 96,0


Total 100 100,0 100,0


lxxxii





always respond in response to a customers complaint.

Table 4.17

Employees XL has a reliable characteristis in providing services

SQ_7


Cumulative

Percent


Disagree 24 24,0 24,0 25,0

Neutral 24 24,0 24,0 49,0

Agree 44 44,0 44,0 93,0


Total 100 100,0 100,0





table results shown the majority of respondents agree that employee xl has

a reliable characteristic in providing services.

lxxxiii

Table 4.18

Employees XL always polite in serving customers

SQ_8


Cumulative

Percent


Disagree 21 21,0 21,0 22,0

Neutral 28 28,0 28,0 50,0

Agree 45 45,0 45,0 95,0


Total 100 100,0 100,0


Based on the table 4.18 showed that 1 respondent (1%) strongly disagree,

21 respondents (21%) disagree, 28 respondents (28%) neutral, 45

respondent (45%) agree, and 5 respondents (5%) strongly agree. The table

results shown the majority of respondents agree that employee xl always

polite in serving customers.

Table 4.19

Employees XL having knowledge in providing information about the

internet services XL

SQ_9


Cumulative

Percent


Disagree 14 14,0 14,0 16,0

Neutral 29 29,0 29,0 45,0

Agree 48 48,0 48,0 93,0


Total 100 100,0 100,0


lxxxiv





having knowledge in providing information about the internet services xl.

Table 4.20

Employees XL able to understand consumer problems and needs

SQ_10


Cumulative

Percent


Disagree 23 23,0 23,0 25,0

Neutral 24 24,0 24,0 49,0

Agree 45 45,0 45,0 94,0


Total 100 100,0 100,0






able to understand consumer problmes and needs.

lxxxv

Table 4.21

Employees XL give priority to consumer attention

SQ_11


Cumulative

Percent


Disagree 21 21,0 21,0 23,0

Neutral 24 24,0 24,0 47,0

Agree 46 46,0 46,0 93,0


Total 100 100,0 100,0






give priority to consumer attention.

Table 4.22

Facilities in counter XL look clean and interesting

SQ_12


Cumulative

Percent


Disagree 15 15,0 15,0 18,0

Neutral 28 28,0 28,0 46,0

Agree 49 49,0 49,0 95,0


Total 100 100,0 100,0



lxxxvi



table results shown the majority of respondents agree that facilities in

counter Xl look clean and interesting.

Table 4.23

The layout room and equipment of counter Xl modern

SQ_13


Cumulative

Percent


Disagree 11 11,0 11,0 15,0

Neutral 28 28,0 28,0 43,0

Agree 51 51,0 51,0 94,0


Total 100 100,0 100,0





table results shown the majority of respondents agree that layout room

and equipment of counter Xl modern.

lxxxvii

Table 4.24

Employees XL well groomed and profesional

SQ_14


Cumulative

Percent


Disagree 21 21,0 21,0 22,0

Neutral 20 20,0 20,0 42,0

Agree 51 51,0 51,0 93,0


Total 100 100,0 100,0





table results shown the majority of respondents agree that the employees

xl well grommed and profesional.

Table 4.25

XL have a strong internet signal

BI_1


Cumulative

Percent


Disagree 21 21,0 21,0 22,0

Neutral 40 40,0 40,0 62,0

Agree 36 36,0 36,0 98,0


Total 100 100,0 100,0



lxxxviii



table results shown the majority of respondents neutral that XL have a

strong internet signal.

Table 4.26

XL is easy to say

BI_2


Cumulative

Percent


Disagree 34 34,0 34,0 36,0

Neutral 34 34,0 34,0 70,0

Agree 30 30,0 30,0 100,0

Total 100 100,0 100,0




30 respondent (30%) agree. The table results shown the majority of

respondents neutral that XL is easy to pronounce.

lxxxix

Table 4.27

XL is easy to remember

BI_3


Cumulative

Percent


Disagree 25 25,0 25,0 27,0

Neutral 42 42,0 42,0 69,0

Agree 28 28,0 28,0 97,0


Total 100 100,0 100,0





table results shown the majority of respondents neutral that XL is easy to

remember.

Table 4.28

Package internet service XL is different than the others

BI_4


Cumulative

Percent


Disagree 28 28,0 28,0 29,0

Neutral 42 42,0 42,0 71,0

Agree 25 25,0 25,0 96,0


Total 100 100,0 100,0


xc




table results shown the majority of respondents neutral that package

internet service xl is different than the others.

Table 4.29

Package internet service XL varied

BI_5


Cumulative

Percent

Valid Disagree 34 34,0 34,0 34,0

Neutral 33 33,0 33,0 67,0

Agree 31 31,0 31,0 98,0


Total 100 100,0 100,0


Based on the table 4.29 showed that 34 respondents (34%)

disagree, 33 respondents (33%) neutral, 31 respondent (31%) agree, and 2

respondents (2%) strongly agree. The table results shown the majority of

respondents disagree that package internet service xl is varied.

xci

Table 4.30

The price offered in accordance with xl given internet service

PV_1


Cumulative

Percent


Disagree 52 52,0 52,0 67,0

Neutral 18 18,0 18,0 85,0

Agree 9 9,0 9,0 94,0


Total 100 100,0 100,0



disagree, 52 respondents (52%) disagree, 18 respondents (18%) neutral, 9

respondent (9%) agree, and 6 respondents (6%) strongly agree. The table

results shown the majority of respondents disagree that the prices offered

in accordance with xl given internet service.

Table 4.31

Reputation of brand XL is good

PV_2


Cumulative

Percent


Disagree 57 57,0 57,0 69,0

Neutral 15 15,0 15,0 84,0

Agree 4 4,0 4,0 88,0

Strongly Agree 12 12,0 12,0 100,0

Total 100 100,0 100,0


xcii



respondent (4%) agree, and 12 respondents (12%) strongly agree. The

table results shown the majority of respondents disagree that reputation of

brand xl is good.

Table 4.32

The product price of internet xl in accordance with the advantages of what i

was hoping for at the time of use it

PV_3


Cumulative

Percent


Disagree 22 22,0 22,0 43,0

Neutral 40 40,0 40,0 83,0

Agree 12 12,0 12,0 95,0


Total 100 100,0 100,0





table results shown the majority of respondents neutral that the product

price of internet xl in accordance with the advantages of what i was

hoping for at the ime of use it.

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Table 4.33

The product xl comparable to service rendered

PV_4


Cumulative

Percent


Disagree 19 19,0 19,0 39,0

Neutral 42 42,0 42,0 81,0

Agree 5 5,0 5,0 86,0

Strongly Agree 14 14,0 14,0 100,0

Total 100 100,0 100,0




respondent (5%) agree, and 14 respondents (14%) strongly agree. The

table results shown the majority of respondents neutral that the product xl

comparable to service rendered.

Table 4.34

I feel satisfied with the internet service xl which i used

CS_1


Cumulative

Percent


Disagree 16 16,0 16,0 22,0

Neutral 31 31,0 31,0 53,0

Agree 29 29,0 29,0 82,0

Strongly Agree 18 18,0 18,0 100,0

Total 100 100,0 100,0


xciv




table results shown the majority of respondents neutral that i feel satisfied

with the internet service xl which i used .

Table 4.35

Internet service xl fulfilled my expectations

CS_2


Cumulative

Percent


Disagree 19 19,0 19,0 27,0

Neutral 15 15,0 15,0 42,0

Agree 35 35,0 35,0 77,0

Strongly Agree 23 23,0 23,0 100,0

Total 100 100,0 100,0





table results shown the majority of respondents agree that internet service

xl fulfilled my expectations.

xcv

Table 4.36

I feel satisfied during the use internet service XL

CS_3


Cumulative

Percent


Disagree 17 17,0 17,0 23,0

Neutral 23 23,0 23,0 46,0

Agree 33 33,0 33,0 79,0

Strongly Agree 21 21,0 21,0 100,0

Total 100 100,0 100,0





table results shown the majority of respondents agree that i feel satisfied

during the use internet service Xl.

Table 4.37

I will continue to buy the XL products

BL_1


Cumulative

Percent


Disagree 17 17,0 17,0 24,0

Neutral 28 28,0 28,0 52,0

Agree 30 30,0 30,0 82,0

Strongly Agree 18 18,0 18,0 100,0

Total 100 100,0 100,0


xcvi




table results shown the majority of respondents agree that i will continue

to buy the Xl products.

Table 4.38

I am satisfied with the internet XL product

BL_2


Cumulative

Percent


Disagree 19 19,0 19,0 27,0

Neutral 12 12,0 12,0 39,0

Agree 37 37,0 37,0 76,0

Strongly Agree 24 24,0 24,0 100,0

Total 100 100,0 100,0





table results shown the majority of respondents agree that i am satisfied

with the internet Xl product.

xcvii

Table 4.39

I am believe against the internet service XL product

BL_3


Cumulative

Percent


Disagree 18 18,0 18,0 24,0

Neutral 24 24,0 24,0 48,0

Agree 27 27,0 27,0 75,0

Strongly Agree 25 25,0 25,0 100,0

Total 100 100,0 100,0





table results shown the majority of respondents agree that i am believe

against the internet service xl product.

Table 4.40

I would like to recommend to my friend for using the internet service XL

product

BL_4


Cumulative

Percent


Disagree 16 16,0 16,0 22,0

Neutral 24 24,0 24,0 46,0

Agree 29 29,0 29,0 75,0

Strongly Agree 25 25,0 25,0 100,0

Total 100 100,0 100,0


xcviii




table results shown the majority of respondents agree that i would like

recommend to my friend for using the internet service Xl product.

E. Path Analysis

1. Test Influence between Sub Variable

Dalam metode analisis jalur, untuk mencari hubungan kausal

variabel-variabel penelitian terlebih dahulu dihitung matriks kolerasi dari

variabel kualitas pelayanan, religiusitas, kepuasan nasabah, dan loyalitas

nasabah. Berikut ini adalah hasil penghitungan koefisien korelasi dengan

menggunakan software SPSS 22.0.

Table 4.41

Coeficient Correlation

Correlations

SQ BI PV CS BL

SQ Pearson Correlation 1 ,491** ,516** ,585** ,646**

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

N 100 100 100 100 100

BI Pearson Correlation ,491** 1 ,430** ,528** ,579**

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

N 100 100 100 100 100

PV Pearson Correlation ,516** ,430** 1 ,661** ,695**

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

N 100 100 100 100 100

CS Pearson Correlation ,585** ,528** ,661** 1 ,964**

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

N 100 100 100 100 100

xcix

BL Pearson Correlation ,646** ,579** ,695** ,964** 1

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

N 100 100 100 100 100

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


Based on the table above can be the value of the correlation

between variables. The correlation coefficient indicates that the

relationship between variables is positive. According to Sarwono

(2007:22) for the affinity relationship determination criteria based on :

> 0.00 – 0.25 = Very weak relationships

> 0.25 – 0.5 = Good relationship

> 0.5 – 0.75 = Strong relationship

> 0.75 – 1 = Very strong relationship

For further testing, then submitted the following hypothesis :

H0 : There is no correlations between two variables are significant

Ha : There is correlations between two variables are significant

This testing based probability test will be accepted if the significant

less than 0,05 so Ho rejected and if the significant greater than 0,05 so Ho

accepted.

c

Table 4.42

Testing of Relationship between Sub Variable

Relationship Coefisient

Corelation

Category Conclusion

Service quality (X1) with Brand

image (X2)

0.491 Good Significant

Service quality (X1) with

Perceived value (X3)

0.516 Strong Significant

Service quality (X1) with

Customer satisfaction (Y1)


Service quality (X1) with Brand

Loyalty (Z)


Brand Image (X2) with

Perceived value (X3)


Brand Image (X2) with



Brand Image (X2) with Brand

Loyalty (Z)


Perceived value (X3) with



Perceived value (X2) with

Brand loyalty (Z)


Customer satisfaction (Y1) with

Brand loyalty (Z)

0.964 Very strong Significant


Based on the table above 4.42, all the relationship between three

varaibe have a significant relationship, because all of the value probability

less than 0,05.

2. Equation of Path Analysis Sub Structure I

In determining the effect of research variables as a whole obtained

the path coefficient of the sum of all exogenous variables to endogenous

variables. The value of path coefficient (base on estimate) service uality,

brand image and perceived value toward customer satisfaction is

processed by using software SPSS 23.0.

ci

Table 4.43

Coeficient of Path Analysis Structure I

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) ,758 1,086 ,699 ,487

Service Quality ,070 ,024 ,253 2,973 ,004

Brand Image ,196 ,074 ,215 2,664 ,009

Perceived Value ,320 ,060 ,437 5,320 ,000

a. Dependent Variable: Customer Satisfaction


Based on the table above 4.43, the path coefficient obtained is

ρy1x1X1 = 0.253, ρy1x2X2 = 0.215, ρy1x3X3 = 0.437. So, the equation of

path analysis as follows:

Y1 = ρy1x1X1 + ρy1x2X2 + ρy1x3X3 + ϵ1

Y1 = 0.253X1 + 0.215X2 + 0.437 X3 + ϵ1

To find the coefficient residual is with 1,00 – R square. So the

residual coefficien is: 1,00 – 0,551 = 0,449. After the residual coefficient

os obtained, the path equation as follows:

Y1 = 0.253X1 + 0.215X2 + 0.437 X3 + 0.449 ϵ1

3. Equation of Path Analysis Sub Structure II

In determining the effect of research variables as a whole obtained

the path coefficient of the sum of all exogenous variables to endogenous

variables. The value of path coefficient (base on estimate) service uality,

brand image and perceived value toward customer satisfaction is

cii

processed by using software SPSS 23.0.

Table 4.44

Coeficient of Path Analysis Structure II

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) -,933 ,464 -2,014 ,047

Service Quality ,042 ,012 ,111 3,583 ,001

Perceived Value ,079 ,034 ,078 2,347 ,021

Customer Satisfaction 1,164 ,048 ,847 24,012 ,000

a. Dependent Variable: Brand Loyalty


Based on the table above 4.44, the path coefficient obtained is

ρzx1X1 = 0.111, ρzx3X3 = 0.078, ρzy1Y1 = 0.847. So, the equation of path

analysis as follows:

Z = ρzx1X1 + ρzx3X3 + ρzy1Y1 + ϵ1

Y1 = 0.111X1 + 0.078X3 + 0.847 Y1 + ϵ1

To find the coefficient residual is with 1,00 – R square. So the

residual coefficien is: 1,00 – 0,942 = 0,058. After the residual coefficient

os obtained, the path equation as follows:

Y1 = 0.111X1 + 0.078X2 + 0.847 X3 + 0.058 ϵ1

4. Coefficient of Determination (R2)

a. Coefficient Determination of Sub-structure 1

Path model analysis is done with service quality (X1), brand image

(X2), perceived value (X3) against customer satisfaction (Y) for model 1.

ciii

For model 2 is done with service quality (X1), pereived value (X),

customer satisfaction (Y) againts brand loyalty (Z). As for the equation

model formula is as follows;

Picture 4.1: Sub Structure 1 Illustration

Source: Author, 2018

a) Sub-structure 1 : Y = ρy1x1X1 + ρy1x2X2 + ρy1x3X3 + ɛ1

To see the influence of variable service quality (X1), brand image

(X2) and perceived value (X3) forward customer satisfaction (Y),

indicated by the table summary, especially in figure R square below;

rx2x3 ρy1x3

ρy1x1

Service Quality

(X1)

Customer

Satisfaction (Y)

Perceived

Value (X2)

Brand Image

(X3)

rx1x2

rx1x3 ρy1x2

civ

Table 4.45

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .742a .551 .537 2.00706 1.888

a. Predictors: (Constant), X3, X2, X1

b. Dependent Variable: Y1

Source : Data proces sing, 2018

The magnitude number of R square is 0.551. this number is used to

see the magnitude of the influence that belongs to variable service quality,

brand image and perceived value towards customer satisfaction. The way

how to calculate the coefficient of determination by using formula;

KD = r2 x 100%

KD = 0.551 x 100%

KD = 55%

Based on the table above, the result of calculation using SPSS 21

program can be seen the adjusted R square is 0.551. it means 55%

exogenous variable service quality (X1), brand image (X2), and perceived

value (X3) to customer satisfaction (Y) as endogenous variable. While the

remainder (100% - 55% = 45 %) are affected by other variable or factors

outside this model. The probability customer satisfaction can be explained

by 55% by variables service quality, brand image and perceived value.

cv

b. Coefficient Determination of Sub-structure 2

Path model analysis done with service quality (X1), perceived

value (X3) forward customer satisfaction (Y) for model 1. For model 2

done with service quality (X1), perceived value (X3), customer

satisfaction (Y) forward brand loyalty (Z). As for the equation model

formula is as follows;

Picture 4.2: Sub Structure 1 Illustration

Source: Author, 2018

b) Sub-structure 2 : Z = ρzx1X1 + ρzx3X3 + ρzy1Y1 + ɛ2

To see the influence of variable service quality (X1), perceived

value (X3) forward customer satisfaction (Y) on brand loyalty (Z)

indicated by the table summary, especially in figure R square below;

Table 4.46

Model Summary

rx2x3 ρy1x3

ρy1x1

ρzy1

Service Quality

(X1)

Brand Loyalty

(Z)

Customer

Satisfaction (Y1)

Perceived

Value (X2)

Brand Image

(X3)

rx1x2

rx1x3 ρy1x2

ρzx1

ρzx3

ɛ1 ɛ2

cvi

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 ,971a ,942 ,941 ,988

a. Predictors: (Constant), Customer Satisfaction, Service Quality,

Perceived Value


The magnitude number of R square is 0.942. this number is used to

see the magnitude of the influence that belongs to variables service

quality, perceived value and customer satisfaction to brand loyalty. The

way how to calculate the coefficient of determination by using formula;

KD = r2 x 100%

KD = 0.942 x 100%

KD = 94%

Based on the table above, the result of calculation using SPSS 21

program can be seen the adjusted R square is 0.942. it means 94%

exogenous variable service quality (X1), perceived value (X3) and

customer satisfaction (Y) effect brand loyalty (Z) as endogenous variable.

While the remainder (100% - 94% = 6%) are affected by other variables

of factors outside this model. The probability brand loyalty can be

explained by 94% by variable service quality, perceived value and

customer satisfaction.

cvii

5. Simultaneously Test (FTest)

a. Simultaneously Test of Sub-structure 1

Table 4.47

Analysis of Variant (ANOVA) of Substructure I

ANOVAa

Model Sum of Squares Df Mean Square F Sig.

1 Regression 473,876 3 157,959 39,213 ,000b

Residual 386,714 96 4,028

Total 860,590 99


b. Predictors: (Constant), Perceived Value, Brand Image, Service Quality


Based on the table 4.47 in the result of Ftest can be seen the value of

significance is 0,000 less than 0,05. Then the regression model can be

used to predict customer satisfaction variable or in other word exogen

variable are service quality, brand image and perceived value

simultaneously significant effect to customer satisfaction.

In accordance with the journal (Vol. 3, No. 2 (352), 2010)

presented by Lee, Hsiao and Yang entitled The study of Relationship

among Experiental Marketing, Service Quality, Customer Satisfaction

and Customer Loyalty. It turns out that experiental marketing and service

quality proved it has some positive effects on customer satisfaction.

According to Irawan (2008:37-50), there are 5 factor that drive

customer satisfaction, such as; product quality, service quality, price,

emotional factor and price.

cviii

b. Simultaneously Test of Sub-structure 2

Table 4.48

Analysis of Variant (ANOVA) of Substructure II

ANOVAa

Model Sum of Squares Df Mean Square F Sig.

1 Regression 1532,354 3 510,785 523,011 ,000b

Residual 93,756 96 ,977

Total 1626,110 99


b. Predictors: (Constant), Customer Satisfaction, Service Quality, Perceived Value


Based on the table 4.48 in the result of Ftest can be seen the value of

significance is 0,000 less than 0,05. Then the regression model can be

used to predict brand loyalty variable or in other word exogen variable are

service quality, perceived value and customer satisfaction simultaneously

significant effect to brand loyalty.

6. Partial Test (TTest)

a. Partial test of Substructure I

Table 4.49

Result Partial Test Substructure I

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) ,758 1,086 ,699 ,487

Service Quality ,070 ,024 ,253 2,973 ,004

Brand Image ,196 ,074 ,215 2,664 ,009

Perceived Value ,320 ,060 ,437 5,320 ,000



cix

This is the result to test;

a) Test the influence of service quality (X1) to customer satisfaction

(Y1)

In the variable service quality the value of significance is 0,004

less than 0,05. So the hypothesis, there is influence between

service quality with customer satisfaction (Ha accepted and Ho

rejected). Means, there is a significant influence between service

quality to customer satisfaction partially.

The result from this research was accordance with previous

research Santouridis and Trivellas (2010) with the title

“Investigating the impact of service quality and customer

satisfaction on brand loyalty in mobile telephone on Greece”. The

result of this research was indicated service quality has significant

influence to customer satisfaction.

b) Test the influence of brand image (X2) to customer satisfaction

(Y1)

In the variable brand image the value of significance is 0,009 less

than 0,05. So the hypothesis, there is influence between brand

image with customer satisfaction (Ha accepted and Ho rejected).

Means, there is a significant influence between brand image to

customer satisfaction partially.

The result of this research was accordance with previous

cx

research of Thakur and Singh (2012) with the title “Brand Image,

Customer Satisfaction, and Loyalty Intention : A study in Context

of cosmetic product among the people of central india”. The result

of this research was indicated brand image has influence to


c) Test the influence of perceived value (X3) to customer satisfaction

(Y1)

In the variable perceived value the value of significance is 0,000


perceived value with customer satisfaction (Ha accepted and Ho

rejected). Means, there is a significant influence between

perceived value to customer satisfaction partially.

Table 4.50

Partial Test

The Influence of Service Quality, Brand Image and Perceived Value to

Customer Satisfaction

Hypothesis Relation

between

variable

Coefficient

Sig value Conclusion

ρx1y1X1 ≠ 0 𝑋1 to 𝑌1 0.253 0.004 Ho rejected




Furthermore, illustration of test result path analysis for the

substructure I can be described as follows:

cxi

Picture 4.3

Result of illustration sub-structure I


Based on the result above shows that variable partial testing service

quality, brand image, and perceived value influence significantlly to

customer satisfaction. Thus, the equation of path analysis that form is as

follows;

𝑌1 = 𝜌𝑦1𝑋1𝑋1 + 𝜌𝑦2𝑋2

𝑋2 + 𝜌𝑌1𝑥3𝑋3 + 𝜀1

Y1 = 0.253(X1) + 0.215(X2) + 0.437(X3) + 0.449

0.430 0.473

0.253

Service Quality

(X1)

Customer

Satisfaction (Y1)

Perceived Value

(X2)

Brand Image

(X3)

0.491

0.516

0.215

0.437

cxii

b. Partial test of Substructure II

Table 4.51

Result Partial Test Substructure II

Coefficientsa

Model


Standardized

Coefficients

T Sig. B Std. Error Beta

1 (Constant) -,933 ,464 -2,014 ,047

Service Quality ,042 ,012 ,111 3,583 ,001

Perceived Value ,079 ,034 ,078 2,347 ,021




This is the result to test;

a) Test the influence of service quality (X1) to brand loyalty (Z)

In the variable service quality the value of significance is 0,001


service quality with brand loyalty (Ha accepted and Ho rejected).

Means, there is a significant influence between service quality to

brand loyalty partially.

b) Test the influence of perceived value (X3) to brand loyalty (Z)

In the variable perceived value the value of significance is 0,021


perceived value with brand loyalty (Ha accepted and Ho rejected).

Means, there is a significant influence between perceived value to

brand loyalty partially.

cxiii

c) Test the influence of customer satisfaction (Y) to brand loyalty (Z)

In the variable customer satisfaction the value of significance is

0,000 less than 0,05. So the hypothesis, there is influence between

customer satisfaction with brand loyalty (Ha accepted and Ho

rejected). Means, there is a significant influence between customer

satisfaction to brand loyalty partially.

Table 4.52

Partial Test

The Influence of Service Quality, Perceived Value and Customer Satisfaction

to Brand Loyalty

Hypothesis Relation

between

variable

Coefficient

Sig value Conclusion

ρx1zX1 ≠ 0 𝑋1 to 𝑍 0.111 0.001 Ho rejected

ρx3zX3 ≠ 0 𝑋3 to 𝑍 0.078 0.021 Ho rejected

ρy1zY1 ≠ 0 Y1 to Z 0.847 0.000 Ho rejected


Fuuthermore, illustration of the result path analysis for substructure

II can be described as follows:

cxiv

Picture 4.4

Result of illustration sub-structure II


Based on the result above shows that variable partial testing service

quality, brand image, perceived value and customer satisfaction influence

significantlly to brand loyalty. Thus, the equation of path analysis that

form is as follows;

𝑍 = 𝜌𝑍𝑋1𝑋1 + 𝜌𝑍𝑥3

𝑋3 + 𝜌𝑍𝑦1𝑌1 + 𝜀2

Z = 0.111(X1) + 0.078(X3) + 0.847(𝑌1) + 0.058

So overall, the result of path analysis testing in this research can be

described as follows:

0.847

Service Quality

(X1)

Brand Loyalty

(Z) Customer

Satisfaction (Y)

Perceived

Value (X2)

Brand Image

(X3)

0.111

0.078

0.058

cxv

Picture 4.5

Result of Path Analysis Diagram


7. Influence Calculation

a. Direct Effect

For the calculation of direct effect, used formulas as follows:

1) The influence of variable service quality to customer

satisfaction (X1 to Y1 = 0.253)

2) The influence of variable brand image to customer satisfaction

(X2 to Y1 = 0.215)

3) The influence of variable perceived value to customer

satisfaction (X3 to Y1 = 0.473)

4) The influence of variable service quality to brand loyalty (X1

to Z = 0.111)

5) The influence of variable perceived value to brand loyalty (X3

0.430 0.473

0.253

0.847

Service Quality

(X1)

Brand Loyalty

(Y2)

Customer

Satisfaction (Y1)

Perceived

Value (X2)

Brand Image

(X3)

0.491

0.516 0.215

0.111

0.078

0.449 0.058

cxvi

to Z = 0.078)

b. Indirect Effect

For the calculation of indirect effect, used formula as follows:

1) The influence of service quality to brand loyalty through

customer satisfaction (0.253 x 0.847 = 0.214)

2) The influence of variable brand image to brand loyalty through

customer satisfaction (0.215 x 0.847 = 0.182)

3) The influence of variable perceived value to brand loyalty

through customer satisfaction (0.437 x 0.847 = 0.400)

c. Total Effect

1) The influence of variable service quality to brand loyalty

through customer satisfaction (0.253 + 0.847 = 1.1)

2) The influence of variable perceived value to brand loyalty

through customer saatisfaction (0.437 + 0.847 = 1.284)

8. Sobel Test

Sobel test is performed to calculate whether the intervening

variable in this case is customer satisfaction, able to be an instrument of

mediation independent variable and dependent variable.

As for the result of the calculation as follows;

a. The influence of service quality (X1) to brand loyalty (Z) through

customer satisfaction (Y).

Hypothesis :

cxvii

H0 : there is indirect relationship between service quality to brand

loyalty through customer satisfaction

Ha : there is direct relatioship between service quality to brand


Where;

Z sobel = 𝑎𝑏

√(𝑏2𝑆𝐸𝑎2)+(𝑎2𝑆𝐸𝑏

2)

Z sobel = 0.253 𝑥 0.826

√(826)2 x 0.049 + (0.253)2 x 0.024)

Z sobel = 8.937 and Ttable = 1.96

Because the value tcount > ttable (8.937 > 1.96), so the conclusion is

H0 rejected and Ha accepted. So it can be concluded that there is

direct relationship between service quality to brand loyalty through


b. The influence of perceived value (X3) to brand loyalty (Z) through

customer satisfaction (Y).

Hypothesis :

H0 : there is indirect relationship between perceived value to brand


Ha : there is direct relationship between perceived value to brand

loyalty through customer satisfaction.

Where :

Z sobel = 𝑎𝑏

√(𝑏2𝑆𝐸𝑎2)+(𝑎2𝑆𝐸𝑏

2)

Z sobel = 0.320 𝑥 0.826

√(826)2 x 0.060 + (0.320)2 x 0.024)

cxviii

Z sobel = 5.084 and Ttable 1.96

Because the value tcount > ttable (5.084 > 1.96), so the conclusion is

H0 rejected and Ha accepted. So it can be concluded that there is

direct relationship between perceived value to brand loyalty

through customer satisfaction.

cxix

CHAPTER V

CONCLUSION AND SUGGESTION

A. Conclusions

Based on the results of analysis and discussion in the previous chapter then

obtained conclusions regarding, the influence of service quality, brand image,

and perceived value to customer satisfaction that impacts to brand loyalty.

These conclusions include are :

1. There is a direct relationship between service quality (X1) to customer

satisfaction (Y) in the amount of 0.253

2. There is a direct relationship between brand image (X2) to customer

satisfaction (Y) in the amount of 0.215.

3. There is a direct relationship between perceived value (X3) to customer

satisfaction (Y) in the amount of 0.473.

4. There is a diret relationship between service quality (X1) to brand

loyalty (Z) in the amount of 0.111.

5. There is a direct relationship between perceived value (X3) to brand

loyalty (Z) in the amount of 0.078.

6. Customer satisfaction (Y) has a significant influence to brand loyalty

(Z) in the amount of 0.847

7. Customer satisfaction (Y) mediate significantly influence of service

quality (X1) to brand loyalty (Z)

8. Customer satisfaction (Y) mediate significantly influence of perceived

value (X3) to brand loyalty (Z)

9. There are 0.449 factors that influence of customer satisfaction (Y),

0.058 factors that influence of brand loyalty (Z) beyond this research,

cxx

where is an example of another factor like brand equity, service

quality, product quality¸ after sales service, and so forth.

B. Suggestion

Based on the results of the analysis and the conclusions above, obtained

some of the implications of the results of this research, such as:

1. For company

a. Service Quality

Service is the one important things part in one company. Good

company always gives best services to customer and not only on how

we treat customer but also we assessed the facility or provide a good

atmosphere to the customer. In this research service quality has

significant influence on customer satisfaction. Based on the

respondents answer, there are several sector that XL Cooperative has

to repair the performance such as accurate, services, trust of employee,

empathy and tangible. After XL repair those sector, they need to

combine with other sector. So that, XL will improve their service

quality and the benefit is the consumer can be more loyal.

b. Brand Image

Image is one of important thing for brand, because image it likes

identity. The customer will see a good brand from image reputation.

In this conclusion, brand image has influence customer satisfaction.

XL has to think creative in checking the product quality, because the

cxxi

customer will see the quality first before they purchase the product.

Here, XL has to concern in order to get customer interesting.

c. Perceived Value

Perceived value is one of important thing for XL to maintain the

customer, because perceived values is like the identity of XL in sector

or fair price, value for money and brand reputation to compete with

anther brand. In this conclusion, perceived value has influence

customer satisfaction. Based on the respondent answer, there are

several factor sector that XL has to repair the value of XL, such as fair

price, value for money. After XL repair those sector, they can compete

with other competitor in sector of price.

d. Customer Satisfaction

Satisfaction is a factor to make a customer repurchases the product

and as one factor makes a customer loyal to the brand or product. In

this research, satisfaction of customer XL gives influence significantly

to brand loyalty. Customer satisfaction in this research gets from

service quality, brand image and perceived value. Here, customer

value and customer responses is a main factor. But, XL has to keep

the customer perception because the all customer like to give the

complaint to the XL

e. Brand Loyalty

Brand loyalty is last factor in measuring service quality, brand image,

cxxii

percceived value and customer satisfaction. In this research, brand

loyalty of XL gets from service quality, brand image and customer

satisfaction. It means, brand loyalty of XL can be affected by three

factors which is service quality, brand image and customer

satisfaction. Affective loyalty, conative loyalty and action loyalty are

main sector to be repaired, So XL Cooperative need to keep maintain

the product quality and brand of XL.

C. For Academics and Researcher

This research is expected to be one of the references in providing a new

information for students in the writing of scientific papers. And other

researchers can increase the amount of research data more, so it will produce

better data again.

cxxiii

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Hall. 2004.

Nugroho, Novemy Triyandari, “Pengaruh Kualitas Pelayanan Terhadap

Kepuasan dan Loyalitas Pelanggan (Survey pada Pelanggan Speedy

Telkom di Kota Surakarta)”, Jurnal Paradigma Vol. 12 No. 02, Agustus

2014 – Januari 2015, 2014.

Putri, Resita Widya., dkk, “Pengaruh Kualitas Pelayanan Terhadap Kepuasan

dan Loyalitas Pelanggan (Survey Pada Pelanggan Auto2000 Waru

Surabaya)”, Jurnal Administrasi Bisnis (JAB), Vol.1 No. 1 Januari

2015, Universitas Brawijaya Malang, 2015.

Rangkuti, Freddy. “Measuring Customer satisfaction” PT. Gramedia Pustaka

Utama, Jakarta, 2003.

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

Path Analysis”. Alfabeta. Bandung, 2007.

Rizwanalam, Mohammed. “Branding Through Green Marketing: A Qualitative

Approach”. International Journal, Vol. 3, 2013.

Sandjojo, Nidjo, “Metode Analisis Jalur dan Aplikasinya Edisi Revisi”, Fakultas

Ilmu Komputer Universitas Pembangunan Nasional “Veteran”, Jakarta,

2014.

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

OFFSET, Yogyakarta, 2007.

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

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_______, “Metode Penelitian Kuantitatif Kualitatif dan R&D”, Penerbit AlfaBeta,

Bandung, 2014.

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_______, Fandy, “Pemasaran Jasa: Prinsip, Penerapan, Penelitian”, Penerbit

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cxxv

_______, Fandy & Gregorius Chandra, “Service, Quality, & Satisfaction”, Edisi

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http://www.xl.co.id

https://xlaxiata.co.id/id

http://www.xl.co.id/

cxxvi

Attachments I : Research Questioner

RESEARCH QUESTIONER

THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, AND

PERCEIVED VALUE TOWARD CUSTOMER SATISFACTION THAT

EFFECT ON BRAND LOYALTY

(Case Study on Internet User of XL)

Regarding to finish the program of Bachelor Degree Faculty Economics

and Business Syarif Hidayatullah State Islamic University Jakarta, who is writing

this thesis as a requirement to get Bachelor Degree of Economic :

Name : Uji Abu Tholib

NIM : 111108120005

Major : Management

Faculty: Economics and Business

I will do research about “THE INFLUENCE OF SERVICE QUALITY,

BRAND IMAGE TOWARD AND PERCCEIVED VALUE TOWARDS

CUSTOMER SATISFACTION THAT EFFECT ON BRAND LOYALTY

(Case Study on Internet User of XL)”. Therefore, I wish Mr/Mrs/Brother/Sister

are willing to fill out this questioner.

cxxvii

Screening

Before completing the questionnaire please the willingness of

Mr/Mrs/Brother/Sister to complete the checklist by marking a cross (√) in the

appropriate boxes below :

1. Do you use Internet Provider XL?

Yes No

If Yes, please proceed to the next statement.

If Not, please stop answering and stop here. Thank you for participation.

Respondent Identity

Name : ……………………………

Gender : 1. Male 2. Female

Age : 1. < 19 years 4. 51 – 65 years

2. 20 – 35 years 5. > 65 years

3. 36 – 50 years

Occupation : 1. Civil Servants 4. Students

2. Private Employee 5. Others (………)

3. Entrepreneur

Expenditure per Month: 1. < Rp 499.999

2. Rp 500.000 – Rp 999.999

3. Rp 1.000.000 – Rp 1.499.999

4. Rp 1.500.000 – Rp 1.999.999

5. > Rp 2.000.000

cxxviii

Filling Instructions

Please answer every questions below according to the judgment

Brother/Sister about “THE INFLUENCE OF SERVICE QUALITY, BRAND

IMAGE AND PERCEIVED VALUE TOWARD CUSTOMER

SATISFACTION THAT EFFECT ON BRAND LOYALTY (Case Study on

Internet User of XL)”.

Choose one of the answer from the five alternative answers by giving a

check mark ( √ ) to the one of available column.

1 2 3 4 5

SD D N A SA

Details : 1. Strongly Disagree 4. Agree

2. Disagree 5. Strongly Agree

3. Neutral

Service Quality (X1)

No Pertanyaan STS TS RR S SS

Realibility

1. Pegawai counter XL memberikan pelayanan yang

cepat dalam membantu konsumen


akurat dalam membantu konsumen


memuaskan dalam membantu konsumen

Responsiveness

4. Pegawai counter XL selalu bersedia untuk membantu

konsumen

5. Pegawai counter XL selalu tanggap dalam merespon

keinginan konsumen

6. Pegawai counter XL selalu tanggap dalam merespon

keluhan konsumen

Assurance

7. Pegawai counter XL memiliki sifat yang dapat

dipercaya dalam memberikan pelayanan

cxxix

8. Pegawai counter XL selalu sopan dalam melayani

konsumen

9. Pegawai counter XL memiliki pengetahuan dalam

memberikan informasi tentang layanan internet XL

Emphaty

10 Pegawai counter XL mampu memahami masalah dan

kebutuhan konsumen

11. Pegawai counter XL mengutamakan perhatian

konsumen

Tangible

12. Fasilitas pada counter XL terlihat bersih dan menarik

13. Tata letak ruangan dan peralatan counter XL modern

14. Pegawai counter XL berpenampilan rapi dan

profesional

Citra Merek (X2)


Strengthens

1. XL memiliki sinyal internet yang kuat

Favorable

2. Merek XL mudah diucapkan

3. Merek XL mudah diingat

Uniqueness

4. Paket layanan internet XL berbeda dari yang lain

5. Paket layanan internet XL bervariasi

Perceived Value (X3)


1. Harga yang ditawarkan sesuai dengan layanan

internet XL yang diberikan

2. Reputasi merek XL baik

3. Harga produk internet XL sesuai dengan manfaat

yang saya harapkan pada saat menggunakannya

4. Tarif produk XL sebanding dengan layanan diberikan

cxxx

Customer Satisfaction (Y1)


Overall satisfaction

1. Saya merasa puas dengan layanan internet XL yang

saya gunakan

Conformance of expectation

2. Layanan internet XL memenuhi harapan say

Experience satisfaction

3. Saya merasa puas selama menggunakan layanan

internet XL

Brand Loyalty (Y2)


Cognitive loyalty

1. Saya terus membeli produk – produk dari XL

Affective loyalty

2. Saya puas dengan produk internet XL

Conative loyalty

3. Saya percaya terhadap produk layanan internet XL

Action loyalty

4. Saya akan merekomendasikan kepada teman-teman

saya untuk menggunakan layanan internet XL

cxxxi

Attachments II : Result of Output SPSS 23 for Windows

A. Distribution Answer of Respondents

NO Service Quality (X1)

P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14

1 3 4 4 3 4 4 3 4 4 3 4 4 4 3

2 4 4 4 4 4 4 4 4 4 4 4 4 4 4

3 2 3 3 2 3 5 4 5 5 5 5 3 4 4

4 2 2 3 2 2 3 2 2 3 2 2 3 3 2

5 4 4 4 4 4 4 4 4 4 4 4 4 4 4

6 4 4 4 4 4 4 4 4 4 4 4 4 4 4

7 4 4 4 4 4 4 4 4 4 4 4 4 4 4

8 2 2 2 2 2 2 2 2 2 2 2 2 2 2

9 2 3 3 2 3 3 2 3 3 2 3 3 3 2

10 4 4 4 4 4 4 4 4 4 4 4 4 4 4

11 2 2 3 2 2 3 2 2 3 2 2 3 3 2

12 2 2 1 2 2 1 2 2 1 2 2 1 1 2

13 3 2 2 3 2 2 3 2 2 3 2 2 2 3

14 4 4 4 4 4 4 4 4 4 4 4 4 4 4

15 4 4 4 4 4 4 4 4 4 4 4 4 4 4

16 4 4 4 4 4 4 4 4 4 4 4 4 4 4

17 1 2 3 1 2 3 1 2 3 1 2 3 3 1

18 4 4 4 4 4 4 4 4 4 4 4 4 4 4

19 3 3 5 3 3 3 5 5 5 3 5 5 5 5

20 3 4 4 3 4 4 3 4 4 3 4 4 4 3

21 4 3 4 4 3 4 4 3 4 4 3 4 4 4

22 4 4 3 4 4 3 4 4 3 4 4 3 3 4

23 3 3 3 3 3 3 3 3 3 3 3 3 3 3

24 4 4 4 4 4 4 4 4 4 4 4 4 4 4

25 2 3 2 2 3 2 2 3 2 2 3 2 2 2

26 4 4 4 4 4 4 4 4 4 4 4 4 4 4

27 3 3 3 3 3 3 3 3 3 3 3 3 3 3

28 3 2 3 3 2 3 3 2 3 3 2 3 3 3

29 3 3 2 3 3 2 3 3 2 3 3 2 2 3

30 2 2 3 2 3 3 2 3 4 3 2 3 4 3

31 4 4 4 4 4 2 3 2 3 2 3 4 3 5

32 4 4 4 4 4 4 4 3 4 5 4 3 5 4

33 4 4 5 5 4 3 5 4 4 4 4 4 4 4

34 4 4 4 4 4 4 4 4 4 4 4 4 4 4

35 2 2 3 2 2 3 2 2 3 2 2 3 3 2

36 4 4 4 3 2 2 3 3 5 5 4 5 5 4

37 4 3 4 3 2 4 3 4 5 4 5 5 4 5

38 4 3 3 4 5 4 5 4 4 4 4 4 4 4

cxxxii

39 4 4 4 4 4 5 4 3 3 4 5 4 4 4

40 4 4 4 4 4 4 4 4 4 4 4 4 4 4

41 4 4 4 4 4 4 4 4 4 4 4 4 4 4

42 3 4 4 3 4 4 3 4 4 3 4 4 4 3

43 2 2 2 2 2 2 2 2 2 2 2 2 2 2

44 2 1 2 2 2 2 3 2 3 2 2 1 1 2

45 3 2 3 2 2 2 2 3 3 2 1 2 3 2

46 3 2 5 5 5 5 5 2 5 3 5 2 5 5

47 2 2 1 2 2 1 2 2 1 2 2 1 1 2

48 2 2 2 2 2 2 2 2 2 2 2 2 2 2

49 2 1 3 2 1 3 2 1 3 2 1 3 3 2

50 2 5 5 5 3 5 2 5 5 2 5 3 5 2

51 3 3 2 3 5 2 5 5 2 5 3 5 5 5

52 2 2 2 2 2 2 2 2 2 2 2 2 2 2

53 1 2 2 2 1 1 2 2 2 1 2 2 4 4

54 4 4 4 4 4 4 4 4 4 4 4 4 4 4

55 2 3 3 2 3 3 2 3 3 2 3 3 3 2

56 3 3 3 3 3 3 3 3 3 3 3 3 3 3

57 3 3 3 3 3 3 3 3 2 3 3 2 3 2

58 4 4 4 4 4 4 4 4 4 4 4 4 4 4

59 4 4 4 4 4 4 4 4 4 4 4 4 4 4

60 4 4 4 4 4 4 4 4 4 4 4 4 4 4

61 3 3 2 3 3 2 3 3 2 3 3 2 2 3

62 4 3 1 2 1 2 2 3 2 3 2 2 1 4

63 4 4 4 4 4 4 4 4 4 4 4 4 4 4

64 3 2 3 3 2 3 3 2 3 3 2 3 3 3

65 5 2 5 5 5 3 5 2 5 5 2 5 3 5

66 2 3 4 2 3 4 2 3 4 2 3 4 4 2

67 2 3 3 2 3 3 2 3 3 2 3 3 3 2

68 3 3 2 3 3 2 3 3 2 3 3 2 2 3

69 3 4 4 3 4 4 3 4 4 3 4 4 4 3

70 3 2 3 3 2 3 3 2 3 3 2 3 3 3

71 4 4 4 4 4 4 4 4 4 4 4 4 4 4

72 4 4 4 4 4 4 4 4 4 4 4 4 4 4

73 3 3 3 3 3 3 3 3 3 3 3 3 3 3

74 4 2 2 4 2 2 4 2 2 4 2 2 2 4

75 4 4 4 4 4 4 4 4 4 4 4 4 4 4

76 4 4 4 4 4 4 4 4 4 4 4 4 4 4

77 4 4 4 4 4 4 4 4 4 4 4 4 4 4

78 4 4 3 4 4 3 4 4 3 4 4 3 3 4

79 4 4 4 4 4 4 4 4 4 4 4 4 4 4

80 4 2 3 2 4 3 2 4 3 2 4 4 4 4

81 4 4 4 4 4 4 4 4 4 4 4 4 4 4

82 4 4 2 3 2 4 2 3 4 2 3 4 2 4

cxxxiii

83 4 4 4 4 4 4 4 4 4 4 4 4 4 4

84 4 4 4 4 4 4 4 4 4 4 4 4 4 4

85 4 4 4 4 4 4 4 4 4 4 4 4 4 4

86 4 3 4 4 3 4 4 3 4 4 3 4 4 4

87 4 4 4 4 4 4 4 4 4 4 4 4 4 4

88 2 3 3 2 3 3 2 3 3 2 3 3 3 2

89 3 3 3 3 3 3 3 3 3 3 3 3 3 3

90 3 3 3 3 3 3 3 3 3 3 3 3 3 3

91 4 4 4 4 4 4 4 4 4 4 4 4 4 4

92 4 4 4 4 4 4 4 4 4 4 4 4 4 4

93 3 3 3 3 3 3 3 3 3 3 3 3 3 3

94 2 2 3 2 2 3 2 2 3 2 2 3 3 2

95 4 4 4 4 4 4 4 4 4 4 4 4 4 4

96 3 3 3 3 3 3 3 3 3 3 3 3 3 3

97 4 4 4 4 4 4 4 4 4 4 4 4 4 4

98 4 5 4 4 5 4 4 5 4 4 5 4 4 4

99 4 3 4 4 3 4 4 3 4 4 3 4 4 4

100 5 4 3 5 4 3 5 4 3 5 4 3 3 5

NO

Brand Image (X2)

P1 P2 P3 P4 P5

1 4 4 4 4 4

2 4 4 4 4 4

3 3 2 3 3 2

4 2 2 3 3 2

5 3 3 3 3 3

6 3 3 3 3 3

7 4 4 4 4 4

8 2 2 3 3 2

9 2 3 3 3 3

10 3 2 2 2 2

11 3 2 3 3 2

12 2 2 2 2 2

13 2 3 2 2 3

14 4 4 4 4 4

15 4 3 5 5 3

16 4 4 4 4 4

17 3 2 2 2 2

18 4 3 4 5 4

19 4 4 5 2 5

20 4 4 4 4 4

21 4 3 3 3 3

cxxxiv

22 4 4 4 4 4

23 3 4 3 3 4

24 3 3 3 3 3

25 3 1 2 2 2

26 4 4 4 5 5

27 3 3 3 3 3

28 3 2 4 4 2

29 3 3 2 2 3

30 2 1 3 3 2

31 4 2 1 3 2

32 4 4 4 4 4

33 3 3 3 3 3

34 3 3 3 3 3

35 3 2 4 4 2

36 4 2 3 3 2

37 2 3 4 4 3

38 3 3 3 3 3

39 4 4 4 4 4

40 4 4 4 4 4

41 4 4 4 4 4

42 3 4 2 2 4

43 3 3 3 3 3

44 3 4 2 2 4

45 2 2 2 2 2

46 3 2 2 2 2

47 2 3 2 2 3

48 2 4 2 2 4

49 2 4 3 3 4

50 2 4 3 3 4

51 3 3 3 3 3

52 3 2 2 2 2

53 4 2 3 3 2

54 4 3 2 2 3

55 2 4 3 3 4

56 3 3 2 2 3

57 3 2 3 3 2

58 3 2 3 3 2

59 4 2 3 3 2

60 4 3 2 2 3

61 2 2 4 4 2

62 3 2 4 4 2

63 4 4 4 4 4

64 3 2 3 3 2

65 4 2 2 2 2

cxxxv

66 4 4 4 4 4

67 2 2 2 2 2

68 3 2 3 3 2

69 3 2 3 3 2

70 3 2 2 2 2

71 4 4 4 4 4

72 3 3 2 2 3

73 2 3 3 3 3

74 3 3 2 2 3

75 3 2 4 4 2

76 3 3 2 2 3

77 2 2 3 3 2

78 2 3 3 3 3

79 5 4 5 5 4

80 3 3 3 3 3

81 4 4 4 4 4

82 4 2 3 3 2

83 4 3 2 2 3

84 4 2 3 2 4

85 2 3 4 4 3

86 4 2 2 2 2

87 3 3 3 3 3

88 2 3 2 2 3

89 3 3 3 3 3

90 3 3 3 3 3

91 4 4 4 4 4

92 3 3 3 3 3

93 1 2 3 2 4

94 3 3 1 1 3

95 4 4 4 4 4

96 4 4 4 4 4

97 2 2 4 3 2

98 4 2 3 3 2

99 4 4 3 3 4

100 5 4 3 3 4

NO Perceived Value (X3)

P1 P2 P3 P4

1 3 2 3 3

2 4 5 5 5

3 2 2 2 1

4 2 5 1 2

5 3 2 3 3

cxxxvi

6 2 3 3 3

7 3 2 3 3

8 1 1 2 2

9 2 2 1 2

10 2 2 1 1

11 2 1 2 2

12 1 1 1 1

13 1 2 2 5

14 3 3 3 3

15 3 3 3 2

16 5 5 4 4

17 1 1 2 2

18 3 3 3 3

19 3 5 5 5

20 3 3 4 4

21 5 4 3 5

22 2 3 3 3

23 1 1 2 2

24 3 2 3 3

25 2 2 3 3

26 4 5 4 5

27 2 2 2 1

28 2 2 2 1

29 3 2 2 1

30 2 3 3 3

31 2 2 3 3

32 2 2 3 3

33 3 2 3 3

34 5 2 5 4

35 2 2 1 2

36 2 2 2 3

37 3 2 3 2

38 1 1 2 3

39 3 3 3 3

40 3 3 3 3

41 3 3 3 3

42 2 2 3 3

43 1 1 1 2

44 2 3 3 3

45 2 1 1 2

46 2 2 1 1

47 1 2 2 1

48 2 2 1 1

49 2 2 2 1

cxxxvii

50 2 2 2 1

51 1 2 1 3

52 1 2 1 2

53 2 2 3 3

54 4 5 4 5

55 2 2 1 1

56 2 2 1 2

57 2 2 1 2

58 2 2 3 3

59 2 2 3 3

60 2 2 3 3

61 1 2 2 3

62 2 2 3 3

63 2 2 3 3

64 1 2 1 1

65 5 4 5 4

66 3 3 3 3

67 2 2 3 3

68 2 2 2 2

69 4 5 4 5

70 2 1 2 2

71 4 5 4 5

72 2 2 2 2

73 2 1 2 3

74 2 2 1 1

75 1 2 2 1

76 2 2 1 1

77 5 4 4 5

78 2 2 1 1

79 2 2 4 4

80 3 2 1 1

81 4 5 4 5

82 2 2 3 3

83 4 5 4 5

84 3 3 3 3

85 2 2 3 3

86 1 1 2 1

87 2 2 2 2

88 2 2 1 2

89 4 5 4 5

90 2 2 3 3

91 2 2 3 3

92 5 4 5 5

93 2 2 3 3

cxxxviii

94 1 1 1 1

95 2 2 3 3

96 2 3 3 3

97 2 2 3 3

98 4 5 4 5

99 2 3 3 3

100 2 2 3 3

Customer Satisfaction (Y1)

P1 P2 P3

4 5 4

5 5 5

4 3 5

4 4 3

4 4 4

2 3 4

4 4 4

2 1 2

3 3 3

4 5 4

3 4 4

1 1 2

4 5 2

4 5 5

5 5 3

5 5 5

1 2 1

5 5 3

5 5 5

3 3 3

5 5 4

3 5 2

2 3 2

3 4 4

3 2 2

5 5 5

4 4 3

3 4 2

3 4 3

1 2 2

2 3 3

3 4 5

3 4 4

cxxxix

4 5 5

4 3 4

4 2 4

4 4 5

5 5 3

5 4 4

4 2 4

3 5 4

3 5 4

3 3 3

2 2 3

1 2 1

4 4 4

2 1 2

4 3 2

3 4 2

5 3 4

3 4 5

3 3 4

1 1 5

5 5 4

4 5 3

4 4 4

2 1 3

2 4 4

2 4 4

3 4 4

3 1 3

4 2 3

3 2 4

3 4 3

5 4 5

4 5 4

3 3 5

3 2 2

5 5 5

2 4 2

5 4 5

2 2 3

2 2 4

2 2 1

3 2 4

2 2 2

5 4 5

cxl

3 2 3

4 4 4

3 4 1

4 4 5

3 4 1

4 5 5

1 3 4

4 2 3

2 2 3

4 4 3

3 2 1

5 4 5

3 4 3

4 5 4

5 4 5

3 1 2

3 3 2

3 4 4

4 4 5

2 1 2

4 5 4

4 3 4

5 4 3

4 5 4

Brand Loyalty (Z)

P1 P2 P3 P4

4 5 4 4

5 5 5 5

4 3 5 5

4 4 3 3

4 4 4 4

2 3 4 4

4 5 5 5

2 1 2 2

3 3 3 3

4 5 4 4

3 4 4 4

1 1 2 2

4 5 2 2

4 5 5 5

5 5 5 3

cxli

5 5 5 5

1 2 1 1

5 5 3 3

5 5 5 5

4 4 3 4

5 5 4 4

3 4 3 5

2 3 2 2

3 4 4 4

3 2 2 2

5 5 5 5

4 4 3 3

3 4 2 2

3 4 3 3

1 2 2 2

2 3 3 3

3 4 5 5

3 4 4 4

4 5 5 5

4 3 4 4

4 2 4 4

4 4 5 5

5 5 3 3

5 4 5 5

4 4 5 3

3 5 4 4

3 5 4 4

1 2 3 3

2 2 3 3

1 2 1 1

4 4 4 4

2 1 2 2

4 3 2 2

3 4 2 2

3 5 2 5

3 4 5 5

2 2 2 3

1 1 5 5

5 5 4 4

4 5 3 3

4 4 4 4

2 1 3 3

2 4 4 4

2 4 4 4

cxlii

3 4 4 4

3 1 3 3

4 2 3 3

5 3 3 4

3 4 3 3

5 4 5 5

4 5 4 4

3 3 5 5

3 2 2 2

5 5 5 5

2 4 2 2

5 4 5 5

2 2 3 3

2 2 4 4

2 2 1 1

3 2 4 4

2 2 2 2

5 4 5 5

3 2 3 3

4 4 4 4

3 4 1 1

4 4 5 5

3 4 1 1

4 5 5 5

1 3 4 4

4 2 3 3

2 2 3 3

4 4 3 3

3 2 1 1

5 4 5 5

3 4 3 3

4 5 4 4

5 4 5 5

3 1 2 2

3 3 2 2

3 4 4 4

4 4 5 5

2 1 2 2

4 5 4 4

4 3 4 4

5 4 3 3

cxliii

Attachments III : Result of Data Quality

A. Validity Test

1. Service Quality

cxliv

2. Brand Image

cxlv

3. Perceived Value

4. Customer Satisfaction

cxlvi

5. Brand Loyalty

B. Realibility Test

1. Service Quality

Case Processing Summary

N %

Cases Valid 20 100,0

Excludeda 0 ,0

Total 20 100,0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

,920 14

cxlvii

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

SQ_1 54,15 40,555 ,544 ,918

SQ_2 54,30 39,695 ,699 ,915

SQ_3 54,05 39,524 ,661 ,915

SQ_4 54,25 38,724 ,558 ,917

SQ_5 54,25 36,618 ,738 ,911

SQ_6 54,05 35,418 ,801 ,908

SQ_7 54,25 36,724 ,655 ,915

SQ_8 54,30 37,063 ,641 ,915

SQ_9 54,10 38,621 ,585 ,917

SQ_10 54,50 35,632 ,806 ,908

SQ_11 54,45 36,261 ,765 ,910

SQ_12 54,15 38,450 ,628 ,915

SQ_13 54,20 39,326 ,534 ,918

SQ_14 54,20 39,747 ,477 ,920

2. Brand Image


N %


Excludeda 0 ,0

Total 20 100,0


procedure.


Cronbach's

Alpha N of Items

,663 5

cxlviii


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

BI_1 17,35 5,187 ,202 ,724

BI_2 16,20 4,905 ,621 ,548

BI_3 16,20 4,905 ,512 ,577

BI_4 16,80 4,484 ,443 ,599

BI_5 16,45 4,576 ,435 ,603

3. Perceived Value


N %


Excludeda 0 ,0

Total 20 100,0


procedure.


Cronbach's

Alpha N of Items

,509 4


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

PV_1 11,35 2,345 ,390 ,370

PV_2 10,70 2,432 ,337 ,412

PV_3 10,95 2,682 ,114 ,595

PV_4 10,80 1,747 ,410 ,321

cxlix

4. Customer Satisfaction


N %


Excludeda 0 ,0

Total 20 100,0


procedure.


Cronbach's

Alpha N of Items

,497 3


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

CS_1 6,50 1,211 ,453 ,165

CS_2 6,80 1,326 ,136 ,770

CS_3 6,60 1,411 ,438 ,246

5. Brand Loyalty


N %


Excludeda 0 ,0

Total 20 100,0


procedure.

cl


Cronbach's

Alpha N of Items

,590 4


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

BL_1 9,70 2,432 ,322 ,558

BL_2 10,05 2,682 ,222 ,630

BL_3 9,75 2,197 ,460 ,446

BL_4 9,65 2,239 ,506 ,416

C. Normality Test

1. Normality Test Sub Structure I

Tests of Normality


Statistic df Sig. Statistic df Sig.

Unstandardized Residual ,058 100 ,200* ,990 100 ,633

*. This is a lower bound of the true significance.


2. Normality Test Sub Structure II

Tests of Normality


Statistic Df Sig. Statistic df Sig.

Unstandardized Residual ,078 100 ,141 ,975 100 ,052


cli

Attachments IV : Statictis Descriptive

A. Service Quality

SQ_1


Cumulative

Percent


Disagree 21 21,0 21,0 23,0

Neutral 24 24,0 24,0 47,0

Agree 51 51,0 51,0 98,0


Total 100 100,0 100,0

SQ_2


Cumulative

Percent


Disagree 22 22,0 22,0 24,0

Neutral 27 27,0 27,0 51,0

Agree 47 47,0 47,0 98,0


Total 100 100,0 100,0

SQ_3


Cumulative

Percent


Disagree 14 14,0 14,0 17,0

Neutral 30 30,0 30,0 47,0

Agree 48 48,0 48,0 95,0


Total 100 100,0 100,0

SQ_4


Cumulative

Percent


Disagree 24 24,0 24,0 25,0

Neutral 25 25,0 25,0 50,0

clii

Agree 45 45,0 45,0 95,0


Total 100 100,0 100,0

SQ_5


Cumulative

Percent


Disagree 21 21,0 21,0 24,0

Neutral 25 25,0 25,0 49,0

Agree 46 46,0 46,0 95,0


Total 100 100,0 100,0

SQ_6


Cumulative

Percent


Disagree 16 16,0 16,0 19,0

Neutral 30 30,0 30,0 49,0

Agree 47 47,0 47,0 96,0


Total 100 100,0 100,0

SQ_7


Cumulative

Percent


Disagree 24 24,0 24,0 25,0

Neutral 24 24,0 24,0 49,0

Agree 44 44,0 44,0 93,0


Total 100 100,0 100,0

SQ_8


Cumulative

Percent


cliii

Disagree 21 21,0 21,0 22,0

Neutral 28 28,0 28,0 50,0

Agree 45 45,0 45,0 95,0


Total 100 100,0 100,0

SQ_9


Cumulative

Percent


Disagree 14 14,0 14,0 16,0

Neutral 29 29,0 29,0 45,0

Agree 48 48,0 48,0 93,0


Total 100 100,0 100,0

SQ_10


Cumulative

Percent


Disagree 23 23,0 23,0 25,0

Neutral 24 24,0 24,0 49,0

Agree 45 45,0 45,0 94,0


Total 100 100,0 100,0

SQ_11


Cumulative

Percent


Disagree 21 21,0 21,0 23,0

Neutral 24 24,0 24,0 47,0

Agree 46 46,0 46,0 93,0


Total 100 100,0 100,0

SQ_12

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Cumulative

Percent


Disagree 15 15,0 15,0 18,0

Neutral 28 28,0 28,0 46,0

Agree 49 49,0 49,0 95,0


Total 100 100,0 100,0

SQ_13


Cumulative

Percent


Disagree 11 11,0 11,0 15,0

Neutral 28 28,0 28,0 43,0

Agree 51 51,0 51,0 94,0


Total 100 100,0 100,0

SQ_14


Cumulative

Percent


Disagree 21 21,0 21,0 22,0

Neutral 20 20,0 20,0 42,0

Agree 51 51,0 51,0 93,0


Total 100 100,0 100,0

B. Brand Image

BI_1


Cumulative

Percent


Disagree 21 21,0 21,0 22,0

Neutral 40 40,0 40,0 62,0

Agree 36 36,0 36,0 98,0

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Total 100 100,0 100,0

BI_2


Cumulative

Percent


Disagree 34 34,0 34,0 36,0

Neutral 34 34,0 34,0 70,0

Agree 30 30,0 30,0 100,0

Total 100 100,0 100,0

BI_3


Cumulative

Percent


Disagree 25 25,0 25,0 27,0

Neutral 42 42,0 42,0 69,0

Agree 28 28,0 28,0 97,0


Total 100 100,0 100,0

BI_4


Cumulative

Percent


Disagree 28 28,0 28,0 29,0

Neutral 42 42,0 42,0 71,0

Agree 25 25,0 25,0 96,0


Total 100 100,0 100,0

BI_5


Cumulative

Percent

Valid Disagree 34 34,0 34,0 34,0

Neutral 33 33,0 33,0 67,0

Agree 31 31,0 31,0 98,0

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Total 100 100,0 100,0

C. Perceived Value

PV_1


Cumulative

Percent


Disagree 52 52,0 52,0 67,0

Neutral 18 18,0 18,0 85,0

Agree 9 9,0 9,0 94,0


Total 100 100,0 100,0

PV_2


Cumulative

Percent


Disagree 57 57,0 57,0 69,0

Neutral 15 15,0 15,0 84,0

Agree 4 4,0 4,0 88,0

Strongly Agree 12 12,0 12,0 100,0

Total 100 100,0 100,0

PV_3


Cumulative

Percent


Disagree 22 22,0 22,0 43,0

Neutral 40 40,0 40,0 83,0

Agree 12 12,0 12,0 95,0


Total 100 100,0 100,0

PV_4


Cumulative

Percent


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Disagree 19 19,0 19,0 39,0

Neutral 42 42,0 42,0 81,0

Agree 5 5,0 5,0 86,0

Strongly Agree 14 14,0 14,0 100,0

Total 100 100,0 100,0

D. Customer Satisfaction

CS_1


Cumulative

Percent


Disagree 16 16,0 16,0 22,0

Neutral 31 31,0 31,0 53,0

Agree 29 29,0 29,0 82,0

Strongly Agree 18 18,0 18,0 100,0

Total 100 100,0 100,0

CS_2


Cumulative

Percent


Disagree 19 19,0 19,0 27,0

Neutral 15 15,0 15,0 42,0

Agree 35 35,0 35,0 77,0

Strongly Agree 23 23,0 23,0 100,0

Total 100 100,0 100,0

CS_3


Cumulative

Percent


Disagree 17 17,0 17,0 23,0

Neutral 23 23,0 23,0 46,0

Agree 33 33,0 33,0 79,0

Strongly Agree 21 21,0 21,0 100,0

Total 100 100,0 100,0

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E. Brand Loyalty

BL_1


Cumulative

Percent


Disagree 17 17,0 17,0 24,0

Neutral 28 28,0 28,0 52,0

Agree 30 30,0 30,0 82,0

Strongly Agree 18 18,0 18,0 100,0

Total 100 100,0 100,0

BL_2


Cumulative

Percent


Disagree 19 19,0 19,0 27,0

Neutral 12 12,0 12,0 39,0

Agree 37 37,0 37,0 76,0

Strongly Agree 24 24,0 24,0 100,0

Total 100 100,0 100,0

BL_3


Cumulative

Percent


Disagree 18 18,0 18,0 24,0

Neutral 24 24,0 24,0 48,0

Agree 27 27,0 27,0 75,0

Strongly Agree 25 25,0 25,0 100,0

Total 100 100,0 100,0

BL_4


Cumulative

Percent


Disagree 16 16,0 16,0 22,0

Neutral 24 24,0 24,0 46,0

Agree 29 29,0 29,0 75,0

clix

Strongly Agree 25 25,0 25,0 100,0

Total 100 100,0 100,0

Attachment V : Result Correlation of All Variable

Correlations

SQ BI PV CS BL

SQ Pearson Correlation 1 ,491** ,516** ,585** ,646**

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

N 100 100 100 100 100

BI Pearson Correlation ,491** 1 ,430** ,528** ,579**

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

N 100 100 100 100 100

PV Pearson Correlation ,516** ,430** 1 ,661** ,695**

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

N 100 100 100 100 100

CS Pearson Correlation ,585** ,528** ,661** 1 ,964**

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

N 100 100 100 100 100

BL Pearson Correlation ,646** ,579** ,695** ,964** 1

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

N 100 100 100 100 100


clx

Attachment VI : Result of Path Analysis

A. Sub Structure I

Correlations

Service Quality Brand Image Perceived Value

Customer

Satisfaction

Service Quality Pearson Correlation 1 ,491** ,516** ,585**

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

N 100 100 100 100

Brand Image Pearson Correlation ,491** 1 ,430** ,528**

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

N 100 100 100 100

Perceived Value Pearson Correlation ,516** ,430** 1 ,661**

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

N 100 100 100 100

Customer Satisfaction Pearson Correlation ,585** ,528** ,661** 1

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

N 100 100 100 100


Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 ,742a ,551 ,537 2,007

a. Predictors: (Constant), Perceived Value, Brand Image, Service

Quality

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 473,876 3 157,959 39,213 ,000b

Residual 386,714 96 4,028

Total 860,590 99


b. Predictors: (Constant), Perceived Value, Brand Image, Service Quality

clxi

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) ,758 1,086 ,699 ,487

Service Quality ,070 ,024 ,253 2,973 ,004

Brand Image ,196 ,074 ,215 2,664 ,009

Perceived Value ,320 ,060 ,437 5,320 ,000


B. Sub Structure II

Correlations

Service Quality Perceived Value

Customer

Satisfaction Brand Loyalty

Service Quality Pearson Correlation 1 ,516** ,585** ,646**

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

N 100 100 100 100

Perceived Value Pearson Correlation ,516** 1 ,661** ,695**

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

N 100 100 100 100

Customer Satisfaction Pearson Correlation ,585** ,661** 1 ,964**

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

N 100 100 100 100

Brand Loyalty Pearson Correlation ,646** ,695** ,964** 1

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

N 100 100 100 100


clxii

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 ,971a ,942 ,941 ,988

a. Predictors: (Constant), Customer Satisfaction, Service Quality,

Perceived Value

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 1532,354 3 510,785 523,011 ,000b

Residual 93,756 96 ,977

Total 1626,110 99


b. Predictors: (Constant), Customer Satisfaction, Service Quality, Perceived Value

Coefficientsa

Model


Standardized

Coefficients


1 (Constant) -,933 ,464 -2,014 ,047

Service Quality ,042 ,012 ,111 3,583 ,001

Perceived Value ,079 ,034 ,078 2,347 ,021



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