the influence of service quality, product...
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THE INFLUENCE OF SERVICE QUALITY, PRODUCT
QUALITY, AND PROMOTION, TOWARD CUSTOMER
SATISFACTION
(Case Study Blue Bird Regular Taxi)
By:
Mohamed Omar Jama
109081100027
FACULITY OF ECONOMICS AND BUSINESS
STATE ISLAMIC UNIVERSITY ( UIN )
SYARIF HIDAYATULLAH
JAKARTA
2013
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C U R R I C U L U M V I T A E
Name : Mohamed Omar jama
Nick name : luqman
Date of Birth : 10 Octobar 1988
Place of Birth : Galkio mudug somalia
Gender : male
Marital Status : Single
Motto : “ if you can dream it u can do it”
Email: : [email protected]
Educational Background
2009- 2013 : International Management, Economic and Business, State
islamic university Syarif Hidayatullah jakarta .
2005- 2008 : Imamu Nawawi Senior High School, Bosaso Somalia
2002- 2005 : Haji Ali bixi junior High School, Galkio Somalia
1996- 2002 : Abduulahi Bin Abas Elementary school, Galkio Somalia
Organizational Exprience
Student Board Nawawi Bosaso ( Head of Education ) 2007
Puntland Aid for Homeless Children organization ( Director ) 2008
Attributes
. have a good personality and friendly
. Ability to adapt to diffrent environments
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ABSTRACT
The purpose of this research is to analyze the influence of service quality,
product quality, and promotion toward customer satisfaction in blue bird regular
taxi, researcher used a questioner in collecting data and also used SPSS to
analyze the result of data.The analysis tools in this research are : descriptive
statistic analysis, validity and reliability test of research instrument, classic
assumption test (normality test, multicollinearity test, hateroscedasticity and
autocorrelation test) to meet the requirement analysis, T test and F test for testing
the research hypothesis. the result found that the variables : service quality,
product quality, and promotion, simultaneously and partially have a significant
influence or positive influence toward customer satisfaction.
Key words : service quality, product quality, promotion, and customer
satisfaction..
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PREFACE
Assalamualaikum Wr. Wb
All praise to Allah SWT, The Most Merciful, The Most Beneficial and
above all an abundance of His Gracious, Taufiq and His Guidance, because of
Allah SWT i can finish this research.
Shalawat always gives to our prophet Muhammad SAW, all of his family and
friends who always helped him in establishing this religion on the earth untill the
end of the day.
In this opportunity i would like to thank for those who has been helping me in
order to finished this thesis.
1. my special thank for my lovely mother Fatimah ahmed who has been
helping and support me , who shed the lights whenever my spirit down.
Your pray and your tears give to my successful life. You are the best
mother in this world. Thank you Mom.
2. My gratitude appreciation to my beloved fother Omar Jama who always
encouraging and support me. Thank you so much Dad.
3. All my brothers and sisters. Thanks for waiting me , your cheerful always
create new spirit.
4. Dr. Ahmed Dumyathi Bashori as Head of International Program and my
First supervisor, for his encouraging moment and guidance,
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5. Ade suherlan, S.E, MBA, MM, as my second supervisor, for his genuine
cooperation and continous guidance during my research. His support is
unforgettable .
6. Prof. Dr. Abdul Hamid, MS, as Dean of Faculty of Business and
Economics state islamic university syarif Hidayatullah jakarta.
7. All my lecturers who have taught patiently. Mr . Arief Mufraini, Mrs Cut
Erika, Mrs Leiz Suzanawaty, prof Margareth, Mr zainudin Bey, and all
lecturers which i can’t say one by one. Thank you so much for your
guidance.
8. Special thanks for Academic Staff. Mr Sugi, and others which help
administration of my form student.
9. international office UIN jakarta all Directres and staff, thank you so
much for your warm welcoming and unforgettable support.
10. All my friends in 2009 international management class. Fitri aiya sofia,
Firas, Dipa, zaky, Rara, Rizki, Oji, Akira, Andre, Surya, Ari, taufik, Yaser,
Vera, Gerry, Innez, and the others. And my friends in Accounting 2009
Batch.
11. All my somalians friends in UIN, Mohamed osman mohamed, hamza
amin ali, Adnan, zaky, mohamed mo’alim, abdinasir, muhudin abukar ,
ahmed abdullahi, and others.
12. My somalian friends in pasundan university bandung, abdihakim
mohamed ali, daalac, ibrahim nur ibrahim, abdirashid omar amin,
mohamed ali hilowle, and others.
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13. My somalian friends in mohamaddiyah university jakarta, ibrahim ali,
abdulqadir, halooyeelo, ahmed hussein ga’al and others.
Last but not least i realize this Thesis is still far from perfection, thus Suggestions
and recommedantions from all parties are welcome. In order to improve my
thesis.
Finally i hope this thesis will be usefull to all parties, especially for writers and
readers in general, my allah bless us..
Wassalamu’alaikum Wr. Wb.
Jakarta, 13 September 2013
Mohamed Omar
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Brief of Figure
Figure 2.1 Marketing Concept ............................................................................................ 8
Figure 2.2 Conceptual Thinking ......................................................................................... 32
Figure 2.3 Normality PP plot Regression .......................................................................... 62
Figure 2.4 Chart Histogram ............................................................................................... 63
Refrences ............................................................................................................................ 76
Appendix ............................................................................................................................ 80
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Brief of Table
Table 2.1 Common Communication Platform .................................................................... 18
Table 2.2 List of Questioner Answer Value ...................................................................... 38
Table 2.3 Measurement Scales ........................................................................................... 40
Table 2.4 Operational Variable ( Service Quality) ............................................................ 49
Table 2.5 Operational Variable ( Product Quality) ............................................................ 50
Table 2.6 Operational Variable ( Promotion) .................................................................... 50
Table 2.7 Operational Variable ( Customer Satisfaction ................................................... 51
Table 2.8 Age................. .................................................................................................... 54
Table 2.9 Sex ...................................................................................................................... 55
Table 3.1 Result of Validity and Realibility for Service Quality ....................................... 57
Table 3.2 1 Result of Validity and Realibility for Product Quality .................................... 58
Table 3.3 Result of Validity and Realibility for Promotion ............................................. 59
Table 3.4 Result of Validity and Realibility for Customer Satisfaction ............................ 60
Table 3.5 Result of Realibility Test ................................................................................... 61
Table 3.6 Test of Multicollinearity .................................................................................. 64
Table 3.7 Test of Heteroscedasticity .................................................................................. 65
Table 3.8 Tes of . Autocorrelation ...................................................................................... 66
Table 3.9 Coefficient Determination ................................................................................. 66
Table 4.1 T-Test .................................................................................................................. 67
Table 4.2 F-Test ( ANOVA) .............................................................................................. 68
Table 4.3 Coefficient of Regression ................................................................................... 69
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BRIEF CONTENTS
Curicullum Vitae .............................................................................................................. i
Preface ............................................................................................................................... ii
Abstract ............................................................................................................................. vi
Brief Contents ................................................................................................................... v
Brief Figure ....................................................................................................................... ix
Brief Table ........................................................................................................................ viii
CHAPTER 1 INTRODUCTION
A. Background ...................................................................................................... 1
B. Problem formulation ....................................................................................... 4
C. Purpose of Research ......................................................................................... 4
D. Benefit of Research .......................................................................................... 5
CHAPTER II LITERATURE REVIEW
A. Marketing ......................................................................................................... 6
1. Definition of Marketing .............................................................................. 6
2. Marketing Concept...................................................................................... 7
3. Marketing Mix ............................................................................................ 10
B. Service Quality ................................................................................................. 12
1. Concept of Service Quality . ...................................................................... 12
2. Definition of Service Quality ...................................................................... 12
C. Product Quality ................................................................................................. 14
1. Definition of Product ................................................................................. 14
2. Concept of Product Quality ........................................................................ 15
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3. Classification of Product ........................................................................... 15
4. Product Component .................................................................................... 16
5. Dimension of Product Quality .................................................................... 16
D. Promotion ......................................................................................................... 17
E. Customer Satisfaction ...................................................................................... 22
1. Theory of Customer Satisfaction ............................................................... 22
2. Customer Satisfaction Driven ..................................................................... 23
F. Previous Research ........................................................................................... 26
G. Conceptual Thinking ........................................................................................ 30
H. Hypotesis........................................................................................................... 33
CHAPTER III RESEARCH METHODOLODY
A. Scope of The Research ................................................................................... 34
B. Determination Sample Method ....................................................................... 34
1. Population .................................................................................................. 34
2. Sample........................................................................................................ 35
C. Kind of Data and Collecting Data Method ..................................................... 36
1. Kinds of Data ............................................................................................. 36
2. Collecting Data Method ............................................................................. 37
D. Analysis Data method ..................................................................................... 39
1. Analysis Method ........................................................................................ 39
2. Data Quality Test ....................................................................................... 41
3. Classic Assumption Test ............................................................................ 43
4. Multiple Regression ................................................................................... 45
5. Statistic Test ( t Test ................................................................................. 46
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6. Statistic Test ( F Test ................................................................................ 47
E. Operational Research Variable ....................................................................... 49
CHAPTER IV ANALYSIS
A. General Discription of Research Object .......................................................... 52
1. History of the Company ............................................................................. 52
2. Company Location .................................................................................... 54
3. General Description of Respondents ......................................................... 54
B. Analysis And Discussion ................................................................................. 55
1. Validity and Reliability .............................................................................. 55
2. Classic Asumption Test .............................................................................. 62
a. Normality Test .................................................................................... 62
b. Multicollinearity Test ........................................................................... 64
c. Heteroscedasticity Test ....................................................................... 65
d. Autocorrelation Test ............................................................................ 65
3. Multiple Regression ......................................................................................... 66
CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusion ...................................................................................................... 72
B. Implication ...................................................................................................... 73
C. Recommendation ............................................................................................ 74
REFERENCES ................................................................................................................. 76
1
CHAPTER 1
INTRODUCTION
A. BACKGROUND
The trend of world markets has changed noticeably, all of the service
businesses are trying their best to improve their service and product quality by
doing many efforts including promotion in order to make customers satisfied
with their services. Customer satisfaction, a business term, is a measure of
how products and services supplied by a company meet or surpass customer
expectation. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy. (Robinson,
2007: 84).
On the other hand the world has come full circle from selling to
marketing and from seller’s market to buyer’s market. The customer today has
the option to buy what he thinks he should and from whom, being in his best
interest. Product development, technological improvement, cost optimization
and excellent service facility are very important for any organisation but their
importance is only if the customer appreciates it. (Agyapong 2010: 64)
For example, both diamond and coal are carbon but they are priced
differently due to different valuations by the customer. Therefore, any
business begins and ends with the customer (Sugandhi, 2002: 93).
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Thus, service organizations are shifting their focus from “transactional
exchange” to “relational exchange” for developing mutually satisfying
relationship with customers. Extended relationships are reported to have a
significant impact on transaction cost and profitability, and customer lifetime
value. Serving the customers, in true sense, is the need of the hour as the
customer was, is and will remain the central focus of all organizational
activities.
Companies worldwide lose half their customers every five years. But
most managers fail to address that fact head-on by striving to learn why those
defectors left. They are making a mistake, because a climbing switching rate is
a sign that a business is in trouble. By analyzing the causes of switching,
managers can learn how to stem the decline and build a successful enterprise.
Reichheld (1996) suggests that by searching the root causes of customer
departures, companies with the desire and capacity to learn can identify
business practices which can win the customers back and re-establish the
relationship on firmer ground.
Currently, Blue Bird has a fleet of 26,000 taxis across Indonesia, over
15,000 of which are used in Jakarta. The company serves more than 8.5
million passengers per month across the country. As such, it is Indonesia's
largest taxi operator.It’s From taxi to container to heavy equipment, blue bird
group is one company for all transportation needs. For many residents of
indonesia’s capital and largest city, blue bird isn’t just another taxi company –
it has become a way of life.Serving more than 8.5 million passengers per
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month across the country, blue bird group’s line of services encompasses a
broad range of spectrum, from regular taxi ( blue bird & pusaka) up to
executive taxi (silver bird) , limousine & car rental (Golden bird) , charter bus
( Big bird), logistic (iron bird logistic), propert (Holiday resort lombok and
pusaka bumi mutiara), supporting services, and heavy equipment. Today blue
bird group’s regular taxi services can be enjoyed in many indonesia’s largest
cities including jakarta, Bali, Bandung, Banten, Lombok Medan, and so on.
There are also to be found in the heart of major business and tourist
destinations throughtout the country. Part of blue bird regular taxi’s success is
owed to their ability to maintain such a high standard of quality and service
over the years. Yet it is the strategic placement and easy availability of their
vehicles that ultimately earn us the reputation as a most teliable transportation
partner.Blue Bird, Indonesia’s largest taxi my its not the perfect one, the taxi
services in term of ordering by call is not quit enough and it’s not good as
many customers expect from the company.This makes the researcher to
analyze a study of customer satisfaction in blue bird regular taxi.
In order to provide findings,the addressed research tittle will be as follows “
THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND
PROMOTION, TOWARD CUSTOMERSATISFACTION” ( case study blue
bird regular taxi).
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B. Problem formulation
To examine the influence of service quality, product quality and
promotion this research underlines these following questions:
1. Is there any influence of service quality toward customer satisfaction in
Blue bird regular taxi ?
2. Is there any influence of product quality toward customer satisfaction in
blue bird regular taxi ?
3. Is there any influence of promotion toward customer satisfaction in blue
bird regular taxi ?
4. Is there any influence of service quality product quality and promotion
toward customer satisfaction in Blue bird regular taxi ?
C. Purpose of the Research
1. To analyze the influence of service quality toward customer satisfaction.
2. To analyze the influence of product quality toward customer satisfaction.
3. To analyze the influence of promotion toward customer satisfaction.
4. To analyze the influence of service quality product quality and promotion
toward customer satisfaction.
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D. Benefit of the Research
1. For the Author
Research is an excellent opportunity to apply theory to the case field of
marketing for the real world of practice and to develop ideas about
consumer behavior, especially the strategic of marketing for increasing
with the amount of purchase. And also it is to deepen, understand,and
apply the knowledge that has been gained at the bench compiler lectures
mainly in thefield of marketing management author field. And compare
them with actual conditions on thefield, so it is not only able to observe
but also contribute useful knowledge to the world ofmarketing.
2. For the company
The results for this study can be used as an input which useful for
companies to know the variables that have not been in accordance with the
wishes and needs of consumers so that the company will be easy to
develop and to improve of product, especially the attributes of product.
3. For UIN Syarif Hidayatullah
This research hopefully can become a completion to graduate from
UIN Syarif Hidayatullah and provide reading material and reference for all
students who want to study everything related to marketing.The results for
this study can be used as reference material for readers and can
provideinformation for another research, which related to marketing.
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Chapter II
LITERATURE REVIEW
A. Marketing
1. Definiton of Marketing
Marketing is the process by which companies create value for customers
and build strong customer relationship in order to capture value from
customer return. Kotler (2008:228).
Marketing is an organizational function and a set of processes for
creating,communicating, delivering value to customers and for managing
customer relationships in ways that benefit the organization and its
stakeholders (Kotler, 2009 :5).
Marketing is important to all types of organizations because it
focus on satisfying the needs of customers. Marketing activities are
performed by people in various positions at different organizations.
interacting with people is a major component of most marketing positions.
(Forge 2006:147).
Marketing is a set of processes – a series of actions that take place
sequentially – aimed at satisfying customer needs profitably. The process
are typically broken down into the four Ps of marketing mix : developing
product, pricing them strategically, distributing them so they are available
to customers at appropriate places, and promoting them through sales and
advertising activities. The ultimate goal of the marketing process is to earn
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a profit forthe firm by consume – mating the exchange of product or
service with those customers who need or want them. And the role
advertising is to promote – to inform, persuade, and remaind groups of
customers, or markets, about the need – satisfying value of the company
goods and services (William Arens and david H. Schaefer, 2007:6).
From definition above we can conclude marketing is the activity to
delivering value the product to customers, because value of product very
important factor that has the association to efforts for fulfilling the
consumer needs. In a company, marketing is one of the main activities the
company effort to survive in running business, growing and getting the
profit. The activities of marketing also must give the satisfaction for the
consumers if the company want to keep business running.
2. Marketing Concept
After we discuss about the definition of marketing, so that we
should know the concept of marketing. According to Kotler (Kotler,
2009:5) marketing is about identifying and meeting human and social
needs. One of the shortest goods definitions of marketing is “meeting
needs profitably”. Marketing has been defined as an organizational
function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in
ways that benefit the organization and stakeholders.
The concept of marketing has changed and evolved over time.
While in today’sbusiness world, the customer is at the forefront, not all
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businesses in the past followed this concept. Their thinking, orientation or
ideology put other factors rather than the customer first. Let us examine
these below.
Figure 2.1
Marketing Concept
(www.learnmarketing.net)
a. Production Oriented
The focus of the business does not need of the customer, but of
reducing costs by mass production. By reaching economies of scale the
business will maximize profits by reducing costs.
(Kotler,2009:18) says the production concept is one of the oldest
concepts in business. It holds that consumers will prefer products that
are widely available and in expensive.
Managers of production-oriented businesses concentrate on achieving
high production efficiency, low costs, and mass production.
Marketing
Concept
Sales
Orientation
Production
Orientation
Product
Orientation
Marketing
Orientation
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b. Product Orientation
The company believes that they have a superior product, based on
quality and features, and because of this they feel their customers will
like it also. Kotler (2009:19) says the product concepts propose that
consumers favor products that offer the most quality performance, or
innovative features. Managers in these organizations focus on making
superior products and improving them over time. However, these
managers are sometimes caught up in a love affair with their products.
A new or improved product will not necessarily be successful unless it
is priced, distributed, advertised, and sold properly.
c. Sales Orientation
The focus here is to make the product, and then try to sell it to the
target market. However, the problem could be that consumers do not
like what is being sold to them. Kotler (2009:19) says the selling
concept holds that consumers and businesses, if left alone, would not
buy enough of the organizations products. The organization must,
therefore, undertake an aggressive selling and promotion effort. The
selling concept is practiced most aggressively with unsought goods,
goods that buyers normally do not think of buying, such as insurance,
encyclopedias, and cemetery plots.
d. Market Orientation
Putting the customer in the heart of business. The organization tries to
understand the needs of the customers by using appropriate research
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methods, to appropriate processes are developed to make sure
information from customers is feedback into the heart of the
organization. In essence all activities in the organization are based
around the customer. The customer is truly king. Kotler (Kotler,
2009:19) says the marketing concept holds that the key to achieving
organizational goals is being more effective than competitors in
creating, delivering, and communicating superior customer value to
your chosen target markets.
3. Marketing Mix
The marketing mixdiscussion explains in detail the selected
strategy consisting of product, promotion, distribution, and price, and the
rationale for it. If marketing research has been done on these elements or is
planned, it can be discussed in this section (J Paul Petter and James H.
Donelly, Jr., 2007 : 781).Product is the product section details a
description of the product or brand, its packaging, and its attributes.
Product life-cycle considerations should be mentioned if they effect the
propased plan .
a. Promotion is the promotion discussion consists of a description and
justification of the planned promotion mix. It is useful to explain the
theme of the promotion and to include some examples of potential ads
as well as the nature of the sales force if one is to be used.
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b. Distribution is the distribution discussion describes and justifies the
appropriete channel orchannels for the product. This incluedes types
of intermediaries and specifically who they will be.
c. Price is the pricing discussion starts with a specific statement of the
price of the product Depending on what type of channel used,
manufacturer price, wholesale price, and suggested retail price need to
be listed and justified.
According Kotler (Kotler, 2009:118) especially popular with
packaged goods marketers such as Procter & Gamble, Clorox, and
Colgate, the finding from marketing – mix modelling are used to allocate
or re – allocate expenditures. Analysis expoler which part of ad budgets
are wasted, what optimal spending level are, and what minimum
investment levels should be.Although marketing – mix modeling helps to
isolate effects, it is less effective at assessing how different marketing
elements work in combination. Reibstein notes other shortcomings :
Marketing – mix modelling focuses on incremental growth instead
of baseline sales or long term effect.
a. Despite their importance, the intergration of matrics such as customer
satisfaction,awareness, and brand equity, into marketing mix modeling
is limited.
b. Marketing – mix modeling generally fails to incorporate matrics
related tocompetitors, the trade, or the sales force.
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B. Service Quality
1. Concept of Service Quality
A service is any activity of benefit that one party can offer to
another that is essentially intangible and does not result in the ownership
of anything. Its production may or may not be tied to a physical product
((kotler, 2008: 225).
A service is a time-perishable experience performed for a customer
acting in the role of co-producer ( Fitzsimmons, 2007:4).
On the whole, service is including all economic activity that makes
result not in physical product or construction, commonly it’s consumed at
one time when the product resulted and give the additional value, such as
convenience, entertainment, happiness, and healthy or solution of the
problem that face by the customer ( Baruch 1997:50).
2. Definition of Service Quality
Service quality is effort in order to fulfill the customer needs and
customer willingness also exactly in delivery to equilibrium the customer
expectation. Tjiptono (2008:208).
While Chandra (2005: 37) said that quality as the dynamic
condition that has relationship with the product, service, human resource,
process and the environment that could fulfill or can pass the expectation.
Service quality is essential for an organization’s survival and
growth. Interest in service quality emerged in 1970s. Ever since, the topic
has attracted substantial attention among researchers and practitioners
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(Gronroos, 2001: 98). Service quality is a form of attitude representing a
long-run, overall, evaluation, which is different from customer satisfaction,
a more short term, transaction specific judgment. The level of customer
satisfaction is a result of the customer’s comparison of the service quality
expected in a given service encounter with perceived service quality. This
implies that satisfaction assessments require customer experiences while
quality does not (Caruana, Money and Berthon, 2000 : 73).
Many researchers have recognized the need to develop measures of
service quality. One of the most often used measures is the SERVQUAL
based on extensive research in generic determinants of perceived service
quality (Rambat lupiyoadi and A. Hamdani(2009: 234).
The SERVQUAL instrument is accepted as standard for assessing
various dimensions in service quality , lupiyoadi and A. Hamdani (2009:
17). It is a concise multiple- item scale with good reliabity and validity that
researcher use to better understand the service expectations and
perceptions of consumers and as a result , improve service ( Rambat
lupiyoadi and A.Hamdani (2009: 21).
SERVQUAL was also chosen because it is valuable when it is used
periodically to track the service quality trends, and when it is used in
conjunction with other forms of service quality measurement. (Rambat
lupiyoadi and A.Hamdani (2009: 35).
There are five service quality dimension identified by rambat
lupiyoadi and
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A. Hamdani (2009: 53). All these five dimension are:
1. Tangible : refers to appearance of physical facilities, equipment, personal,
and communication materials, including all physical products that are
involved in service delivery, and even other customers.
2. Reliability : refers to ability to perform the promised service dependably
and accurately. Service is performed with high accuracy and thoroughness
every time.
3. Responsiveness : refers to willingness to help customers, provide prompt
service and how fast the service is provided.
4. Assurance : refers to know and courtesy of employees and their ability to
convey trust and confidence.
5. Empathy : refers to the firm provides care and individualized attention to
its customers.
Customers use these five dimensions to form their judgments of
service quality, which based on a comparison between expected and
perceived service.
C. Product Quality
1. Definition of product
According to McCarthy (2008:242), product means the need-
satisfying of a firm. The idea of product as potential customer satisfaction
or benefits is very important. Many business managers get wrapped up in
15
the technical detail involve in production a product. Most customer think
about the a product in terms of the total satisfaction provides.
Aproduct is a set of tangible and intangible attributes, which may
include packaging, color, price, and brand, plus the seller service and
reputation. A product may be good, service, place person, or idea. In
essence, then customers are buying much more than a set of attributes
when they buy a product. They are buying want-satisfaction in from of the
benefits they expect to receive from the product (Walker 2007: 209).
2. Concept of Product Quality
According to (Kotler 2008: 214) product quality is one of the
marketer’s major positioning tools. Quality has a direct impact on product
or servive performance. Thus, it is closely linked to customer value and
satisfaction. In narrowest sence quality can be defined as “ freedom from
defect” . But most customer-centered companies go beyond this narrow
definition.
The American society for quality defines quality as the
characteristic of a product on its ability to satisfay or implied customer
needs.
3. Classification of product
Kotler (2008:250) said there are two kind of product first is
consumer product and the second is industrial product.
a. Consumer product is a product bought by final consumer for personal
consumption.
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b. Industrial product is a product bought by individual and organizations
forfurther processing or for use in conducting a business.
4. Product Component
According to Bartlett and Han (2000: 189), to provide the benefits
for the consumers want, needed to integrate the components that make a
product effectively. These consist of product features as seen below:
a. Quality ; As the product component, product quality repsesent how
well a product does what it is supposed to do as defined by customer.
b. Design ; Product design includes the styling, aesthetics, and function
of product.
c. Branding ; It is critical that firm identifies its products to distinguish
from similar products offered by competitors.
d. Packaging ; Packaging is the container or wrapper for a products, it
typically includes a label, a printed description of the product package.
5. Dimension of Product Quality
Dimension of product quality According to Meenaghan (2008: 78),
product quality is not reflected in the only one characteristic but to the
characteristics that come up by several quality dimensions , he contributes
a framework to show the whole. Product quality consists of five quality
dimensions: performance, conformance, and perception. Garvin also said
that different customer will look into quality in the different dimension
17
too.Hence , the opinion of someone toward quality is according to the
person sees it.
From the five dimensions mentioned above can be explored one by
one as follows , Meenaghan (2008: 78),) :
a. Performance is the product uniformity with premier functions or
operational characteristics from certain product.
b. Features are specialty of the product which can differs from the other
product, which is a complete characteristic and could make a postive
imagination form consumer.
c. Durability is a level of product duration application or the long life
time limit of product.
d. Conformance is products suitability with circumstances or certain
measurement or how far characteristic of the design and operation that
fulfilled the standard that alrady made.
e. Perception is a fanatic of the consumer toward the brand of certain
product because of the image product reputation.
D. Promotion
Promotion represents the various activities undertaken by the
company to highlight the idiosyncrasies of that done and persuade target
customers to buy. (kotler 2008.). The main purpose of the promotion is that
consumers know the products offered after knowing so consumers will have
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an interest and ultimately the consumer decides to purchase products, goods
or service on offer.
Table 2.1 list numerous communication plat forms company
communication goes beyond those specific platform. The product styling and
price, the shape and color of the package.
The sales person manner and dress the store decor, company
stationery all communicate something to buyers. Every brand delivers an
impression that can strengthen or weaken a customer view of company.
Table 2.1
Common Communication Platform
Advertising Personal
selling
Publicity Sales
Promotion
Direct
Marketing
Audio
Visual
Material,
billboard,
brochures,
poster
Sales
presentation
Publication
Entertainment
Catalog
Source: (kotler, 2011)
According to jefkins (2000) promotion divided in to two parts, namely
promotion above the line and below the line
1. Above the line
Above the line promotion is strategy that has been done openly
through the media. This promotion is usually on a commission for sales
agents, using mass media like television, radio, newspapers, magazines
19
and promotion films like these historians clearly convey the message to
consumers every product on offer in the advertising .
In terms of cost, above the line activities require relatively high
costs, particularly cost of advertising on television
2. Below the line
This promotion can take the form of add-on services performed by the
salesperson, the grating of sponsorship in an activity, carrying out social
activities, points of sales materials such as posters, banners and etc.
Below the line promotion is more emphasis on character and nature
of the products. Below the line promotion is more emphasis on character
and nature of product development be promoted so that a positive image
of a product can be created with both cost efficiency, many advertisers
just below the line activities.
1. Promotion mix
Company use combination promotion mix for their
products.Promotion mix describe creative ways which influence
consumers in the purchase of the product. According to ( Rismiati and
suratno, 2001) promotion mix is dimensions best combination of
advertising, personal selling, sales promotion and direct marking, to
achieve marketing programs. Promotion mix is a tool for
implementation concept of marketing communications.
20
a. Advertising
Advertising is all forms of non-personal presentation and
promotion of ideas goods or services by the corporate sponsors. (
kotler, 2008). Advertising can be used to build long term image for
a product and on the other hand also can speed up sales.
Adversting can efficiently reach many purchases that spead out
geographically with a low cost for each apprearance. ( kotler
2008).
b. Publicity and public Relation
According to Rismiati and suratno (2001) publicity is some
information about people, goods or organization that is prepared in
the editorial room of a media free of charge to be read, seen or
heard by the customers or potential customers with specific intent
to achieve sales goals.Publicity is usually done in the form of news
or editorial commet about the product or services from the
company. Publicity and public relations functions as a mediator
between the company and society at large.
Public relations aims to build a good relationship with a pleasant
generate publicity, enhance a good corporate image, addres or
eliminate the rumors, stories and events that are not pleasant. The
appeal of public relations and publicity is based on three special
properties: (1), Credibilty, (2) ability to capture buyes that are not
21
targeted previously, and (3) the ability to dramatize a company or
product (Rismiati and suratno, 2001).
c. Personal selling
According to shimp (2000: 56) personal selling is form of
communication between individuals in which the salesperson or
salesperson to inform, educate, and make persuasive to prospective
buyes for buy products or services. Sales of personal is the most
effective tools in advanced stages of the buying process, especially
to build preference, beliefs and action of the purchase. ( kotler,
2008).
d. Sales promotion
Sales promotion are short-term intensive offerd to customers and
intermediaries to stimulate the purchase of product (lovelock and
wright, 2005: 73). Sales promotion consists of all marketing
activities that try to stimulate the action of the rapid purchase of a
product or the purchase in a short time.Sales promotion is directed
both to the trade and consumers, Kotler (2008:64) , cites three
benefits of sales promtions as follows:
1. Communication tool
Sales promotion attract attention and provide information that
can guide consumers to the product concerned.
22
2. Provide incentive
Sales promotion combines a number of freedom,
encouragement or contribution that gives value to the
consumer.
3. Persuade
Sales promotion is persuade for to make purchase
e. Direct Marketing
According to kotler (2008:164) direct marketing is an interactive
marketing system that uses one or more advertising media to
generate responses and / or transactions that can be measured at a
site. In direct marketing, promotional communication in the show
directly to the individual consumer level, with the aim that those
message responded to consumers concerned.
E. Customer Satisfaction.
1. Theory of Customer satisfaction
According to kotler (2008: 136), customer satisfaction is a
person’s feelings of pleasure or disappointment that result from
comparing a prdoct’s percieved performance (or outcomes) to their
expectations.
According to Hoyer (2005: 98) satisfaction can be associated with
feeling of acceptance, happiness, relief, and delight.Customer satisfaction
may be defined as the customer’s fulfillment response to a consumption
23
experience, or some part of it. Customer satisfaction is a pleasurable
fulfillment response while dissatisfaction is an un pleasurable one (Buttle,
2004).
When the service quality exceeds the expectations, the service
provider has won a delighted customer. Dissatisfaction will occur when
the perceived overall service quality does not meet expectations (Looy,
Gemmel & Dierdonck, 2003). Sometimes customer’s expectations are met,
yet the customer is not satisfied. This occurs when the expectations are
low (Buttle, 2005). For example, the customer expects the flight to be late
and it gets late.
While the literature contains significant differences in the definition
of satisfaction, all the definitions share some common elements (Giese and
Cote, 2002). When examined as a whole, three general components can be
identified:
a. Consumer satisfaction is a response (emotional or cognitive).
b. The response pertains to a particular focus (expectations, product,
consumption experience)
c. The response occurs at a particular time (after consumption, after
choice, based on accumulated experience, etc).
2. Customer satisfaction Driven
In the two decades, discussion on drivers from customer
satisfaction is the never ended. Many various articles and literatures
theoretically or pratically talking about customer satisfaction. According
24
to the exprience of Handi irawan D, MBA in Fitri Amri (2009:24),
Marketing and Research consultant from frontier says there are five
primary driver of customer satisfaction’’
a. Product quality
Consumer satisfied after buying and using the product, where actually
the product is fine. This product quality is globally dimensions at least
elements from product quality: performance, durability, feature,
reliability, consistency, and design.
b. Price
For sensitive consumer usually low price is an important source of
satisfaction because they will get satisfaction of high value of money.
This price component is not important for those who are not sensitive
toward price.
c. Service quality
Service quality is always depends on three things: system, technology,
and people. This factor of human being is giving into contributions is
about 70% . it does not caused amazement, satisfaction toward service
quality usually hard to imitate.
The concept of service quality is believed that have five dimensions
that is reliability, responsiveness, assurance, empathy, and tangible.
d. Emotion
The feeling of product, confident, symbol of successes, is example of
emotion value that serve as a basic for customer satisfaction.
25
e. Easy way to get product and service
Consumers get the products available in places easily accessible by
consumers when needed, and when consumers have complaints or
assistance to users of the product, consumers get good service and
quick response.
Customer satisfaction is defined as a customer’s overall
evaluation of the performance of an offering to data. This overall
satisfaction has strong positive effect on customer loyalty intentions across
a wide range of product and service catagories ( Gustafsson , 2005).
From these five different drivers, could be concluded that it is not
enough for the company to make only the strategy of the company and
program of increasing the level of customers. Next step will making long
term plan and do make research to many companies. To ask obstacles that
faced by company in order to increase the customer satisfaction and look
into the drivers of each different companies.
In the survey, the company will get all information that can
conclude whether getting research to high level of customer satisfaction is
enough or not only by satisfied by using product or service only (Recce, j
and inbakaran 1999: 189).
According to peter (2007: 181) service quality and customer
satisfaction are growing concern to business organizations through out the
world, and research on these topic generally focuses on two key issues,
Understanding the expectations and requirements of the customer and
26
Determining how well a company and its major competitors are
succeeding in satisfying these xpectation and requirements.
F. Previous Research
1. Previous research conducted by Gloria K.Q Agyapong in a international
journal of business and managment Vol. 6, No. 5; May 2011. Entitled
“The Effect of Service Quality on Customer Satisfaction ” The regression
model showed that 63% (R2 = 0.633) of the observed variability in total
customer satisfaction is explained by the total service quality variables.
Further, the regression model shows how the individual service quality
variables affect customer satisfaction. The result indicates that all the
service quality items; competence, service tangibility, , security,
communication and reliability are good predictors of customer satisfaction.
The significance of the F-Statistics (F-value = 130.0) indicates that there is
a relationship between the dependent variable (CS) and the six
independent variables (service quality factors). In other words, since the
observed significance level is less than 0.005, it indicates that the service
quality items are the main factors that affect customer satisfaction of
Vodafone (Ghana).
There is a positive relationship between service quality and customer
satisfaction. Obtaining customer satisfaction depends to a large extent on
ensuring that the firm maintains high service quality standards. Puttingin
place quality mechanisms has significant effect on the level of customer
satisfaction. The study documented that service quality is thedominant
27
route to customer satisfaction. Indications of a successful brand building
strategy are found when companies provide quality services relative to
other companies within the same industry.
2. Previous research conduct to International Journal,by Asghar Afshar
jahanshahi PhD, Scholar in Buiness Administration depertment of
commerce and research center university of Pune, india and Mohamed Ali
Hajizadeh Gashti Department of management university teknologi
malaysia and their Result is :
28
As significance (sig.) in, third hypothesis is less than 0.05
therefore, this hypothesis is approved. The following table shows result of
the analysis of variance (ANOVA) for hypotheses of study. ANOVA
provides a statistical test of whether or not the means of several groups are
all equal, and therefore generalizes t-test to more than two groups.
ANOVAs are helpful because they possess an advantage over a two-
sample t-test. Doing multiple two-sample t-tests would result in an
increased chance of committing a type I error. For this reason, ANOVAs
are useful in comparing two, three or more means.
According to statistical analysis in this section the results indicates
that customer service and product quality has been influential on customer
satisfaction and also there is a positive relationship between customer
service and product quality with customer satisfaction and loyalty in the
context of the Indian automotive industry.
3. According to Dayang Nailul Muanna, the main of that study were to
identify attributes that influence customer satisfaction, and determine their
relationship with customer satisfaction The variable include in the research
are place/ ambience, service quality as independent variable and customer
satisfaction as dependent variable. A survey questionnaire which
consisted of three parts to measure demographic factors, independent
variable and dependent variable was constructed based on item determined
bay pass research. 149 respondents from one of the well known on hotel in
Kuala Lumpur , malaysia were selected as a sample Psychometric tested
29
was conducted to determine the reliability and validity of the questionnaire
. From Finding there were a positive significant relationship between
place/ambiance (r.0,563, p: 0,000) and service quality (P:0,544,p:0,000)
with customer satisfaction.
The research conduct in Hong kong by kivela, inbakaran and recee
(2002:189) analyzed customer satisfaction factors based on five
dimensions which are first and last impressions service excellence,
ambiance excellence, food excellence and feeling comfortable eating there
and reservation and parking. the population was 600 employees which
consist of the total number of sample 150. The type of sampling that was
used simple random sampling A croanbach alpha more than 0,63 indicated
the variable Met the acceptable of reliability analysis. In terms of each
variable had factor of 0,50 indicating it met acceptable standard of variable
analysis (Kivela.J Recce J and inbakaran 2002:189).
4. Previous research conduct by Obasan, Kehinde A nad Soyebo yusuf A.
Department of Business Administration Olabisi Onabanjo university in
Nigeria. In their Research “ This study revealed that promotion has a
significant effect on marketing management in Nigerian
telecommunication industry and its empirical findings were in line with
some of the previous work in this regards, Cuizon (2009) stated that sales
promotions are not only effective in attaining shortterm sales as they are
also more cost-effective compared to other integrated marketing
communications tools such as advertising. Moreover,the study of Ndubisi
30
and Chew (2006) also supported that by offering the right promotional
tools, it can help organizations carefully plan their promotionalstrategies
by giving preference to the more effective tools. It is vital because a
specific marketing strategies decision assists the company to minimizecost
and maximize their profit. Hence, this study revealed that promotion is a
good marketing tool for survival, sustenance and expansion of business in
theNigerian Telecommunication Industry.
G. Conceptual Of Thinking:
a. understanding customer satisfaction
Customer satisfaction itself is not easily defined. There are various
kinds of insights given by experts, According to kotler (2008: 136),
customersatisfaction is a person’s feelings of pleasure or disappointment
that result from comparing a prdoct’s percieved performance (or
outcomes) to their expectations. according to Kotler also satisfaction is a
state of feeling in which someone makes the comparison of the
performance of the products or services received and expected. The level
of satisfaction is very subjective which measures the satisfaction of
consumers with other consumers will be different. This is caused by
several factors such as age, occupation, income, education, gender, social
status, economic level, cultural, mental attitude and personality. So the
level of satisfaction is a function of the difference between perceived
performance to expectations.
31
The framework in this study illustrate the relationship of the
independent variable in this case is the service quality (X1), product
quality (x2) and promotion (x3) towards customer satisfaction dependent
variable (Y).
According to what the writer have explained the reasons in
previous section, then in this study, the author provide an overview of the
conceptualization of thinking as follows:
32
Figure 2.2
Conceptual Thinking
Blue bird Regular Taxi
Customer satisfaction
(Y)
Service quality
(X1)
Product quality
(X2)
Promotion
(X3)
Data Quality Test
Classic assumption
Statistic test
Conclusion and
implication
Validity test
Reliability test
Normality test
Heteroscedasticity
multicollinearity
Autocorrelation
T test
F test
33
H. Hypotesis
Hypothesis that is used by the authors in this study are:
Ho1 : there is no influence between service quality toward customer
satisfaction.
Ha1 : there is influence between service quality toward customer
satisfaction.
Ho2 : there is no influence between product quality toward customer
satisfaction.
Ha2 : there is influence between product quality toward customer
satisfaction.
Ho3 : there is no influence between promotion toward customer
satisfaction.
Ha3 : there is influence between promotion toward customer satisfaction.
34
Chapter III
Research Methodology
A. Scope of The Research
The scope of this study is the analysis of the influence of Service
quality Product quality and Promotion toward Customer satisfaction of
product of Blue bird regular taxi.
Selection of study sites (sampling) is done intentionally by the
respondents who deserve to bette object of research and use these products,
that is the people as customer of blue bird regular taxi.This is done because
the author assume that the population is on Ciputat not only come from one
area but also come from different areas and even abroad.
This search were begun on Middle of March until september and the
scope only bule bird regular taxi customers.
B. Determination Sample Methode
1. Population
The population of this study covers the customers of Blue bird
regular taxi, The reason why author choose this population because author
wants to know the influence of service quality product quality and
promotin are partially or simultaneously influence the customer
satisfaction on the Blue bird regular taxi.
35
A population is the aggregate of all the elements that share some
common set of charateristics and that comprise the universe for the
purpose of marketing research problem, (Maholtra, 2004: 314).
Population is the generalization which consists of object and
subject of a certainquantity and characteristics applied by researchers to
learn and then drawn the conclusion Population is subject or object which
have certain qualities and characteristics are determined by researcher.
Thus, the population is not only people but also objects or other natural
objects. Population also not only quantity, but includes all of
characteristics‟s subject or object (Sugiyono, 2011:80).
2. Sample
Samples are selected using non probability convenience sampling by
means of sampleunits drawn easily be reached anywhere and anytime, is
not troublesome to measure and cooperative (Abdul Hamid, 2007: 30).
Sample is a subject of the population that should represent that
entire group. Or thesample is a subset of the population, and the sample
unit pertains to the basic level ofinvestigation (Burns, 2005: 334).
A sample is a member of the selected population using a specific
procedure that is expected to represent its population (Sugiyono, 2007:57).
Sample is a subgroup of the elements of the population selected
forparticipation in the study (Maholtra, 2009:373).
According to cooper (2007:204) convenience sampling is non
probability sampling where researcher use any radial available individuals
36
as participants. In this research use 100 respondents for collectiong data.
According (Subiyanto, 1997:103) in the development of this study
researchers used a100 questionnaire respondents. Use of these 100
questionnaires with reasons-technical reasons as follows :
a. The total population is not known with certainty (Unlimited).
b. The use of probability is not operational in the field, because it will
tend to bias.
c. Analysis of inter-section was not used in the study.
d. Cost and time available did not allow researchers to use probability
samplingoperation.
C. Kind of Data and Data Collecting Method
1. Kinds of data
Data collection methods used in this study is as follows:
a. Primary Data
Primary data are orginated by a researcher for the specific purposes of
adressing the problem at hand (Malhotra, 2004: 102).
Primary data are original data collected by researchers to answer
research specifically (Istijanto, 2009:44).
b. Secondary Data
Secondary data is data that is not cultivated himself was collected by
researchers.Secondary data in this study obtained by the method of
secondary studies of the data obtained from the literature that can be
37
obtained from books, scientific journals, the Internet, mass media
research reports and principal problems associated with this research..
Secondary data is the result of studies done by others and for different
purpose than the one for which the data are being reviewed (Donald
cooper, 2006:89).
According to (Istijanto, 2009:38) secondary data is the data that has
been collected byothers not by their own researchers to other purpose.
This means that the researchers simply note, accessing, or requested
them (sometimes already just the information) to other partiesthat
collect in the field. Researchers only use existing data for research. To
be able to obtain a strong foundation and concepts in order to solve
existing problems, the researchers conductedthe study of literature by
reading a book and journal literature and the journal that have
associated with the thesis theme.
2. Collecting Data Method
Data used in this study are primary data. Primary data is data
obtained directly from the source first. Data collection is done by:
1. Questionnaire
Questionnaire is a formalized set of questions for obtaining
information for respondents.It has three specific objectives (Maholtra,
2009:330).
Three specific objectives (Maholtra, 2009:330)
a. The overriding objective is to translate the researcher’s information
needs into a set of specific questions that respondents are willing
38
and able to answer.
b. A questionnaire should be written to minimize demands imposed
on respondents.It should encourage them to participate in the
entire interview, without biasing their responses.
c. A questionnaire should minimize response error. These errors can
arise from respondents who give inaccurate answers or from
reserchers incorrectly recording or analyzing their answers.
Questionnaire method is a method to obtain data that is done by
providing a list of questions that will be filled by respondents
including questions about the variable service quality, product quality,
and promotion of users Blue bird regular taxi to determine the extent
to which it these things affect customer satisfaction of Blue bird
regular taxi.
In this questionnaire there are two parts, namely:
1. Part 1: concerning the respondent data like name, gender, and age
2. Part 2 : on the list of questions that will be filled by the respondent.
Table 2.2
List of Questionnaire Answer Value
No Kind of Answer Score
1 SA : strongly agree 5
2 A = agree 4
3 N = doubt 3
4 D = disagree 2
5 SD = strongly disagree 1
Source: (Donald Cooper, 2006:371)
39
D. Analysis Data Method
1. Analysis Method
a. Method of Analysis
The researcher use multiple regression analysis to analyze the
independent variable on the dependent variable. This
calculation method of the analysis carried out by SPSS
program
b. Descriptive Statistics
Descriptive statistics used by researchers to provide
information about the main characteristics of variables and
demographic list of respondents.
Descriptive statistics provide a picture or description of data
which can be seen from mean, standard deviation, variance,
maximum, sum, range, kurtosis and skewness (Imam Ghozali,
2005:19 )
According to Donald Cooper (Donald Cooper, 2007:311),
nominal scale is scale withmutually exclusive and collectively
exhaustive categories, but without the properties of
order,distance or unique origin. Ordinal scale is scale with
mutually exclusive and collectivelyexhaustive categories, as
well as the property of order, but not distance or unique origin;
datacapable of determining greater-than, equal-to or less-than
status of property or an object.Interval scale is scale with the
40
properties of order and equal distance between points and
withmutually exclusive and exhaustive categories; data that
incorporate equally of interval (the distance between one
measure and next measure). Ratio scale is scale with properties
or categorization, order, equal intervals and unique origin;
number used as measurements havenumeric value.
Table 2.3
Measurement Scales
Type of Scale Characteristic of Data Basic Empirical
Operation
Example
Nominal Classification but not order,
distance or natural origin
Determination of
Equity
Gender (male,
female)
Ordinal Classification and order, but
not
distance, or natural origin
Determination of
greater or lesser
value
Doneness of
meat(well, medium
well, medium rare)
Interval Classification, order, and
distance but not natural origin
Determination of
equality of intervals
or
differences
Temperature in
Degrees
Ratio Classification, order, and
natural
Origin
Determination of
equality of ratio
Age in years
Source: Cooper (2007:312).
41
2. Data Quality Test
To get good results then before the statistical test, data must to be
tested using validity and reliability.
a. Validity Test.
Validity is a characteristic of measurement concerned with the
extent that a testmeasures what the researcher actually wishes
tool reflect true differences among participantsdrawn from a
population ( Donald Cooper, 2006:765).
According to Imam Ghozali (Ghozali, 2005:45) the validity of
this research is used to measure the legality of a questionnaire.
Test validity used to measure the legal valid or unvalid of a
questionnaire. A questionnaire is said valid if the questions on
the questionnaire is able to reveal something that will be on the
questionnaire measure. The total score on test validity of said
valid if the number of scores > 0.30 (sugiono, 2007 : 178).
b. Reliability Test.
Reliability is a characteristic of measurement concerned with
accuracy, precision, andconsistency ; a necessary but not
sufficient condition for validity ( if the measure is notreliable,
it cannot be valid ). Reliability is concerned with estimates of
the degree to which ameasurement is free a random or unstable
error (Donald Cooper, 2006:352)
42
Reliability refers to the extent to which a scale produces
consistent results if repeated measurements are made.
Therefore, reliability can be defined as the extent to which
measures are free from random error (Maholtra, 2006: 273).
According to Imam Ghozali (Ghozali, 2005:42) reliability
measurements can be done in 2 ways:
1. Measure or measurements repeated: here someone will be
given the same questions at different times, and then see if he
remains consistent with the answers.
2. One shot or one-time measurement: here measurement only
once and then the results werecompared with another question
or measure the correlation between answers to questions. SPSS
provides facilities to measure the reliability with statistical uni
Cronbach alpha (α). A construct or variable is said cronbach
reliable if the value of alpha > 0.60.
As a gauge that shows consistency of the measuring instrument
to measure the same phenomenon in other occasions. to look at
reliability, the calculated alpha cronbach each - each
instrument. Variable cronbach alpha has a value greater than
0.60 (Imam Ghozali, 2005:42)
43
3. Classic Assumption Test
a. Normality Test
Testing normality is a test of the normality of data distribution.
Test is a test of the most widely performed by parametric
statistical analysis. The use of normality tests becausethere is a
parametric statistical analysis, the assumptionsthat must be owned
by data is that the data are normally distributed (Ghozali,
2005:110).
The purpose normally distributed data is that data will follow a
normal distribution form. There are two ways to detect whether or
not residual normal distribution, those are with graph analysis and
statistical tests. One of the easiest ways to see the normality of
residuals is to look at a histogram graph comparing observational
data with the distribution of near-normal distribution. Normal
distribution will create a straight line diagonal and plotting
residual data will be compared with the diagonal line. If the
residual data distribution is normal, then the line that describes
the actual data will follow the diagonal line. Normalitytest used
whether the regression model contained in a normal distribution
or not between dependent and independent variables. In this
research, the normality test using normal p-p plot histogram chart
(Ghozali, 2005:110).
44
b. Multicollinearity Test
According to (Ghozali 2005:91), multicollinearity is used to
indicate the existence of linear relationships between free
variable (Independent) in the regression model. If the
independent variable, it can be perfectly, correlated with
perfect multicollinearity.
According to the (Wibowo, 2012: 87) one way to detect
multicolinearity is to use a test tool called Variance inflation
factor (VIF). If the value of VIF < 10 it shows on the model
there are no symptoms of multicollinearity. In addition to the
other methods that can be done is to correlate between the
independent variables. When the value of the correlation
between the independent variable is not greater than 0.5 then
the model there is no multicollinearity.
c. Heteroscedasticity Test
This test assumption aims to find out whether in a
regressionmodel, there was inequality a variance of residual of
one observation and other observation.The model is said to
have a problem if there is a variance heteroscedasticity
variables in the model are not the same.
Thesesymptoms can also be interpreted that the variance of the
model residual inequality occured in the regression model
observations ( Ghozali, 2005: 105).
45
According to (Wibowo, 2012: 93) if the result has a
significance probability value > alpha values ( 0.05) then the
model is not experiencing heteroscedasticity.
d. Autocorrelation Test
Autocorrelation test is used for the sole purpose of knowing
whether there is a correlation between members of a set of
observed data and analyzed according to a (cross section). This
test aims to see whether there is residual in an observation with
other observation on the model. In these research, researcher
using Durbin Watson test. A model can be expressed is not the
case if probability value autocorrelation symptoms Durbin
Watson > 0.05 (Wibowo 2012: 106).
4. Multiple Regression Analysis
Multiple Regression involves a single dependent variable and
twoor more independent variables. The questions raised in the
context of bivariate regression can also be answered via multiple
regression by considering additional independent variables. (
Malhotra, 2004: 512).
The general form of the multiple regression model is as follows:
Y = βo + β1X1 + β2 + X2 + β3 + X3 + ... + βkXK + e
Which is estimated by following equation:
Y = a + b1x1 + b2x2 + b3x3 + ...... bkxk
That is means about the research model:
Y: a + b1x1 + b2x2 + b3x3+ e
46
It means:
Y = Customer Satisfaction
a = Number Constant
b1x1 = Service Quality
b2x2 = Product Quality
b3x3 = Promotion
e = Standart error
5. T- test Statistic (Partial )
This test method is used to test the partial coefficient of the free
variable to the variable bound by the hypothesis put forward. T
test basically shows how much influence a single dependent
variable. The probability is smaller than 0.05, then the result
means that there are significant independent variables
individually influence on the dependent variable (Ghozali,
2006:84).
1. If -t table < t test < + t table, then Ho is rejected and Ha
is accepted, it means there is influence between
indepedent variable toward dependent variable.
2. If t test > t table, or – t test < - t table then Ho is accepted
and Ha is rejected it means there no is influence between
independent variable toward dependent varibale.
47
Ho : Using servic quality, product quality, and promotion
there is no significant influence toward customer
satisfaction.
Ha : Using service quality, product quality, and promotion
there is significant influence toward customer
satisfaction.
the criteria to making decision (significancy) with α = 0,05
a. If probability > α 0.05, so Ho accept. It means using
service quality, product quality, and promotion there is no
influence toward customer satisfaction.
b. If probability < α 0.05, so Ho reject. It means service
quality, product quality, and promotion there is influence
toward customer satisfaction.
6. F- Test statistic (F- simultaneous test)
F test essentially indicates whether all the independent variables
or independentvariables included in the model have jointly
influence on the dependent variable or bound.The probability is
smaller than 0.05, then the result means that there are significant
effects ofindependent variables collectively against the dependent
variable (Ghazali, 2005:84). The results of this F test in SPSS
output can be seen in the ANOVA table. The null hypothesis (Ho)
and alternative hypothesis (Ha) used are:
1. Ho: β0 ≠ 0, its mean there are no influences of service quality,
48
product quality, and promotion of blue bird regular taxi
2. Ha: β0 = 0, its mean there are influences of service quality,
product quality and promotion of blue bird regular taxi.
To examine the influence with together independent variable
toward dependent variable, so used the creteria, as follows :
Ho : Using Service quality, product quality, and promotion there
is no influence on customer satisfaction
Ha : Using service quality, product quality and promotion there is
influence on customer satisfaction
.
a. If F count < F tabel, so Ho is accept. It means service
quality,, product quality, and promotion there is no influence
on customer satisfaction..
b. If F count > F tabel, so Ho reject. It means using service
quality, product quality, and promotion there is influence on
customer satisfaction .
E. Operational Variable
Variable in this Research consist of:
1. Independent variable
49
According to cooper (2007:155), independent variable is the
variable manipulated by the researcher, thereby causing an effect or
change on the dependent variable. In this research as independent variables
are service quality (X1) Product quality (X2) and Promotion (X3).
2. Dependent Variable
According to cooper (2007: 156), dependent Variable is the
variable measured predicted, or otherwise monitored by researcher,
expected to be affected by manipulation of independent variable. In this
Research as the dependent variable is customer satisfaction (Y)
Table 2.4
Operational variable (service quality)
Variable Dimension Indicator Scale
Service quality
(Fitzimmons 2007:
132).
Tangible 1. Equipment
2. Physical facility
3. Personnel and communication
materials.
Ordinal
Reliability 1. Service dependably and
courtesy employee
Ordinal
Responsiveness 1. Willingness to Help customers
2. provide prompt service
Ordinal
Assurance 1. Knowledge and politeness
employee
2. Respect for customers
Ordinal
Table 2.5
Operational Variable (Product Quality)
Variable Dimension Indicator Scale
50
Product quality
(Meenaghan 2008:17)
Performance Premier function Ordinal
Feature Supplement its basic
function
Ordinal
Durability Level of product duration Ordinal
Conformance Operational standard Ordinal
Perception Image product and
reputation
Ordinal
Table 2.6
Operational Variable (promotion)
Variable Dimension Indicator Scale
Promotion (Kotler
Keller 2008: 63)
Advertising 1. Audio Visual materials
2. Billboard
3. Brochures poster
Ordinal
Personal Selling 1. Sales presentation Ordinal
Public Relations 1. Publication Ordinal
Sales Promotions 1. Entertainment Ordinal
Direct marketing 1. Catalog Ordinal
Table 2.7
Operational Variable (Customer Satisfaction)
51
Variable Dimension Indicator Scale
Customer Satisfaction
Peter (2007:181)
Professionalism 1. Understnad the
expectation of customer
2. Provide opportunites
Ordinal
Empathy 1. How well company
succeeding in satisfying
customer
Ordinal
Service quality 1. How well a delivered
service matches the
customer satisfaction
Ordinal
The ease to get 1. Customers get the
products available in
places easily accessible
by consumers when
needed.
2. Delivery advice
Ordinal
Emotional 1. Pleasure response
2. Enjoylable
Ordinal
52
CHAPTER IV
ANALYSIS
A. General Description of Research Object
1. History of the Company
Back in 1972, well before Jakarta became a cosmopolitan of 12
million people, blue bird had been there. The actual embryo of the group
was the golden bird, then known as chandra taksi, a car rental service
catering to journalists and other visitors to the country. Before long the
company earned a number of recommendations that helped in applying for
a license to operate a taxi company.
From blue bird taxis and golden bird limousine and car rental, next
came Big Bird ( 1979) with its charter buses. And more recently the silver
bird executive taxi ( 1993). Over the past decade , Blue Bird group has
seen a rapid expansion in all four business divisions and blue bird group is
today more integrated than ever with services extended through out parts
of indonesia.
Blue bird Becaome the pioneering taxi company to implement the
strictuse of taximeters and radio communications on air- conditioned
vechicles. Several service stations were also set up in jakarta to support
daily operations of such vechicles.
From taxis, container to heavy equipment, blue bird group is one
company for all transportation needs. For many residents of indonesia’s
53
capital and largest city, blue bird isn’t just another taxi company – it has
become a way of life.
From a humble beginning of just 25 taxi cabs in 1972, blue bird
group has gone through numerous trials and extensions to reach current
fleet of around 28,904 fleets, Serving more than 8.5 million passengers per
month across the country, blue bird group’s line of services encompasses a
broad range of spectrum, from regular taxi ( blue bird & pusaka) up to
executive taxi ( silver bird) , limousine & car rental ( Golden bird) , charter
bus ( Big bird), logistic ( iron bird logistic), (propert) ( Holiday resort
lombok and pusaka bumi mutiara), supporting services, and heavy
equipment.
a. Vision and Mission
Vision
To be a sustainable quality driven company that ensuresthe continuing
prosperity of all its stakeholders.
b. Mission statement
Our goals are to achieve customer satisfaction, and to build and defend
the first position as market leader in every category in which we
compete. In land transportation, we provide reliable, high quality and
superior services with the effecient use of resources, and we do it as a
team.
54
2. Company location
The blue bird company Head Office located in Jl. Mampang
Prapatan Raya No. 60 Jakarta 12790 . the reason to choosing a location
site of the company are :
a. Readily available workforce and very strategic location.
b. Easy accessible to the customer.
c. Cleanliness, safe and comfortable environment.
3. General Description of Respondents :
Respondents in this study were customers of Blue bird regular taxi
both in jakarta and Ciputat . Based on data from 100 Respondents who
use blue bird regular taxi, through survey methods of data collection by
questionnaire respondents obtained the conditions on age and gender.
a. General Description of Respondents : age
Table 2.8 age
Age Frequency percent Valid percent Cumulative
percent
<20 18 18% 18% 18%
20 – 25 24 24% 24% 24%
25 – 35 32 32% 32% 32%
>35 26 26% 26% 26%
Total 100 100
100 100
Source : Primary Data 2013
55
Based on Table 4.1 can be seen that the percentage amount for the age
of therespondents that most respondents are age 25-35 years as many
as 32 people or 32%.
b. General description of respondents : sex
From the research conducted by the method of distributing a
questionnaire to customers of blue bird regular taxi
Table 2.9 Sex
Sex frequency percent Valid percent Cumulative
percent
Male 67 67% 67% 67%
Female 33 33% 33% 33%
Total 100 100 100 100
Source : Primary Data 2013
Based on table 2.9 above can be seen that the largest percentage of
male respondents was larger than the female respondents, with the
number of respondents male gender for 67people or 67%
B. Analaysis And Discussion
1. Validity and Realibity Test
Before the Questioner was spread to 100 respondents, the reseacher
tried out or survey to 50 with 34 questions to test validity and
reliability from the entire questioner. The standarization of
questions was tried with 50 respondents.The questioner was
56
divided in to four variables which are service quality, product
quality, promotion , and customer satisfaction.
According to Sugiono ( 2011: 178) test validity is used to measure
the legal valid or unvalid of a questionnaire. A questionnaire is said
valid if the questions on the questionnaire is able to reveal
something that will be on the questionnaire measurement. The total
score on test validity can be valid if the number of scores >0.30.
According to Imam Ghozali ( 2005: 42) reliablity measurement can
be done in 2 ways:
1. Measure or measurement repeated: here someone will be given the
same question s at different times, and then see if the remains
consistent with the answers.
2. One shot or one time measurement: here measurement only
running once and then the results were compared with another
question or measure the correlation between answers to questions.
SPSS provide facilities to measure the reliability with statistical uni
Cronbach alpha (α). A construct or variable is said cronbach
reliable if the value of alpha > 0.60.
As a gauge that shows consistency of the measuring instrument to
measure the same phenomenon in other occasions. To look of reliability
value, the variable cronbach alpha has a value greater than 0.60 ( Imam
Ghozali, 2005: 42).
57
Table 3.1
Result of Validity and Realibity Test for Service Quality
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
SQ1 34,4600 6,743 ,588 ,813
SQ2 34,4800 7,112 ,512 ,821
SQ3 34,4400 7,231 ,426 ,830
SQ4 34,1200 6,679 ,564 ,816
SQ5 34,4600 7,070 ,511 ,821
SQ6 34,4800 7,193 ,475 ,825
SQ7 34,4200 6,616 ,677 ,803
SQ8 34,3000 6,663 ,586 ,813
SQ9 34,2800 6,736 ,550 ,817
Source: Processed primary Data by SPSS 20
Based on table above 9 question about service quality it can be seen
that all questions are valid, because the score of α > 0.30, it means the
data is valid and have positive correlation or the score corrected item
total correlation is > 0.30, it means the data is valid.
Measurement result is reliable if the coefficient α > 0.60 ( Imam
Ghozali 2005: 42) from table above the value of Cronbach alpha more
than 0.60, it means 9 questions of service quality have the reliability
value is good and feasible.
58
Table 3.2
Result of Validity and Reliability Test for Product Quality
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PQ1 25,9000 6,378 ,609 ,860
PQ2 25,8800 6,067 ,728 ,844
PQ3 25,8200 5,906 ,765 ,839
PQ4 25,8200 6,110 ,678 ,851
PQ5 25,8600 6,368 ,591 ,863
PQ6 25,8800 6,312 ,624 ,858
PQ7 25,9200 6,524 ,561 ,866
Source: Processed primary Data by SPSS 20
Based on table above 7 question about Product quality it can be seen
that all The questions are valid, because the score of α > 0.30, it means
the data is valid and have positive correlation or the score corrected
item total correlation is > 0.30, it means the data is valid.
Measurement result is reliable if the coefficient α > 0.60 ( Imam
Ghozali 2005: 42) from table above the value of Cronbach alpha more
than 0.60, it means 7 questions of product quality have the reliability
value is good and feasible
59
Table 3.3
Result of Validity and Reliability Test for promotion
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PR1 34,4000 6,571 ,310 ,800
PR2 34,3800 6,240 ,438 ,783
PR3 34,3800 6,077 ,507 ,773
PR4 34,3800 6,077 ,507 ,773
PR5 34,3600 5,868 ,590 ,761
PR6 34,3800 6,077 ,507 ,773
PR7 34,4800 6,214 ,500 ,774
PR8 34,5200 6,214 ,533 ,771
PR9 34,6400 6,562 ,521 ,776
Source: Processed primary Data by SPSS 20
Based on table above 9 question about Promotion it can be seen that
all The questions are valid, because the score of α > 0.30, it means the
data is valid and have positive correlation or the score corrected item
total correlation is > 0.30, it means the data is valid.
Measurement result is reliable if the coefficient α > 0.60 ( Imam
Ghozali 2005: 42) from table above the value of Cronbach alpha more
than 0.60, it means 9 questions of promotion have the reliability value
is good and feasible.
60
Table 3.4
Result of Validity and Reliability Test for customer satisfaction
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
CS1 34,1600 6,137 ,542 ,763
CS2 34,1400 5,919 ,615 ,751
CS3 34,1200 6,189 ,544 ,763
CS4 34,1400 6,694 ,452 ,776
CS5 34,1800 6,926 ,381 ,784
CS6 34,1400 6,776 ,417 ,780
CS7 33,8200 6,273 ,543 ,763
CS8 34,1600 6,668 ,480 ,772
CS9 34,1800 7,049 ,327 ,791
Source: Processed primary Data by SPSS 20
Based on table above 9 question about Customer Satisfaction it can
be seen that all The questions are valid, because the score of α > 0.30,
it means thedata is valid and have positive correlation or the score
corrected item total correlation is > 0.30, it means the data is valid.
Measurement result is reliable if the coefficient α > 0.60 (Imam
Ghozali 2005: 42) from table above the value of Cronbach alpha more
than 0.60, it means 9 questions of customer satisfaction have the
reliability value is good and feasible.
a. Reliability Test
According to Imam Ghozali ( 2005: 42) reliablity measurement can be
done in 2 ways:
61
1. Measure or measurement repeated: here someone will be given the
same question s at different times, and then see if the remains
consistent with the answers.
2. One shot or one time measurement: here measurement only
running once and then the results were compared with another
question or measure the correlation between answers to questions.
SPSS provide facilities to measure the reliability with statistical uni
Cronbach alpha (α). A construct or variable is said cronbach reliable
if the value of alpha > 0.60.
As a gauge that shows consistency of the measuring instrument to
measure the same phenomenon in other occasions. To look of reliability
value, the variable cronbach alpha has a value greater than 0.60 ( Imam
Ghozoli, 2005: 42).
Table 3.5
1. Result of Reliability Test
Variables Cronbach’s
Alpha
Cronbach’s Alpha
Item- Corrected
Result
Service QualitY (X1) 0.835 0.60 Reliable
Product Quality (X2) 0.873 0.60 Reliable
Promotion (X3) 0.796 0.60 Reliable
Customer Satisfaction ( Y) 0.792 0.60 Reliable
Source: Processed primary Data by SPSS 20
62
The reliability test result of service quality, product quality,
promotion, and customer satisfaction as seen in the table above the
Cronbach’s Alpha are 0.835 ( Service quality), 0.873 ( Product quality),
0.796 ( Promotion) and 0.792 ( Customer satisfaction) which are more
than 0.60. Thus it can be concluded that the all respondent’s answers on
the understanding on them can said as reliable.
C. Classic assumption Test
1. Normality Test
Normality test is aimed to know data distribution in the variables
can be used in the research . A good data which can be used in the
research, which have normal distribution. One of the way to see
whether the data in this research are normal or not is by seeing p-p
plot graph. When the plots in the graph are distributed along the
diagonal line it can be said that the data has a normal distribution.
Figure 2.3
Source: Processed primary Data by SPSS 20
63
Based on the figure above this research has done normality data
disrtibution test. From the p-p plots above diagram above , it can
bee seen that the plots are distributed along the diagonal line . thus it
can be concluded that the data used in this research has a normal
distribution.
Figure 2.4
Source: Processed primary Data by SPSS 20
Based on the chart above the Histogram Graphic shows normal distribution .
So that regression model reqiures normality assumes.
64
2. Multicollinearity Test
According to the (Wibowo, 2012: 87) one way to detect
multicollinearity is to use a test tool called Variance inflation factor
(VIF). If the value of VIF < 10 it shows on the model there are no
symptoms of multicollinearity. From the table below , it can be
conclude every variable does not have multicollinearity effect
because that VIF< 10.
Table 3.6
Test of Multicollinearity
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) ,194 ,136 1,430 ,156
XI ,574 ,059 ,581 9,683 ,000 ,224 4,4
57
X2 ,222 ,041 ,247 5,455 ,000 ,393 2,5
44
X3 ,144 ,050 ,204 2,896 ,005 ,162 6,1
70
a. Dependent Variable: Y
Source: Processed primary Data by SPSS 20
Analaysis the data Tolerance value shows there is no independent
variable which has tolerance value less then 0.10 that means there
is no correlation among indepedent variables, In other hand VIF
shows similar things that there is no one indepedent variable has
VIF value more than 10, thus it can be concluded that there is no
65
multicollinearity among indepedent variables in regression model
and feasible to use.
3. Heteroscedasticity Test
According To (Wibowo, 2012: 93) if the result has a significance
probability value > alpha values (0.05) , then the model is not
experiencing heteroscedasticity. Based on the table below, when
significant probability value of variable greater than 0.05
Table 3.7
Test of Heteroscedasticity
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) -1,022E-015 ,136 ,000 1,000
XI ,000 ,059 ,000 ,000 1,000 ,224 4,457
X2 ,000 ,041 ,000 ,000 1,000 ,393 2,544
X3 ,000 ,050 ,000 ,000 1,000 ,162 6,170
a. Dependent Variable: Y
Source: Processed primary Data by SPSS 20
4. Autocorrelation Test
A model can be expressed is not the case if the probability value
autocorrelationsymptoms Durbin Waston > 0.05 (Wibowo, 2012:
106).
In this table below Durbin Watson symptoms (1.966) > 0.05, so
that model does not have autocorrelation effect.
66
Table 3.8
Test of Autocorrelation
Model Summaryb
Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
Durbin-
Watson
1 ,960a ,922 ,920 ,22499 1,966
a. Predictors: (Constant), x3, x2, x1
b. Dependent Variable: y
Source: Processed primary Data by SPSS 20
D. Mutiple regression Analysis
Table : 3.9
Coefficient Determination
Model Summaryb
Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
1 ,961a ,924 ,922 2,00404
a. Predictors: (Constant), x3, x2, x1
b. Dependent Variable: y
Source: Processed primary Data by SPSS 20
From the coefficient determination’s view from the table above
Adjust R square is 0.922 or 92.2% it means all indepedent variable
like service quality, product quality, and promotion, toward
customer satisfaction have significant influence about 92.2%. thus
the residual coefficient, around 7.8% it will expalin by the other
factors that is not calculated in this research.
67
Table 4.1
T- Test
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1,762 1,236 1,426 ,157
x1 ,569 ,060 ,576 9,547 ,000
x2 ,293 ,053 ,252 5,552 ,000
x3 ,142 ,050 ,204 2,852 ,005
a. Dependent Variable: y
Source: Processed primary Data by SPSS 20
1. Influence of service quality (X1) toward customer
satisfactionFrom the analysis of table above we can see that the
value of t-count (9.547) > t-table (1.9850) with the value of
significant is 0.000 < 0.05. thus we conclude Ho is rejected and
Ha is accept, so that the hypothesis there is a significant
influence between service quality toward customer satisfaction.
It means there is partially influence between service quality
toward customer satisfaction.
2. Influence of product quality (X2) toward customer
satisfactionFrom the analysis of table above we can see that the
value of t-count (5.552) > t-table (1.9850) with the value of
significant is 0.005< 0.05. Thus we conclude Ho is rejected and
Ha is accept, so that the hypothesis there is a significant
influence between product quality toward customer satisfaction.
68
It means there is partially influence between product quality
toward customer satisfaction.
3. Influence of promotion (X3) toward customer satisfaction
From the analysis of table above we can see that the value of t-
count (2.852) > t-table (1.9850) with the value of significant is
0.005 <0.05. thus we conclude Ho is rejected and Ha is accept,
so that the hypothesis there is a significant influence between
promotion toward customer satisfaction. It means there is
partially influence between promotion toward customer
satisfaction.
Table 4.2
F- TEST
ANOVAa
Model Sum of
Squares
Df Mean
Square
F Sig.
1
Regression 4685,758 3 1561,919 388,908 ,000b
Residual 385,552 96 4,016
Total 5071,310 99
a. Dependent Variable: y
b. Predictors: (Constant), x3, x2, x1
Source: Processed primary Data by SPSS 20
From Test ANOVA or F test is obtained F value test is 388.908 with
probabilities 0.000. Because probabilities is smaller than 0.05 and F
test value (388.908 ) is higher than F table value (2.70) . F table
value get from significant value of 0.05 with df1 (number of
variables -1) = 4 and df2 (n-k-1) or 100-3-1 = 96 (n = number of data
69
and k = number of independent variables) priyatno, 2012 : 89) so it
get 2.70 from the F table. The value of F test is 388.908 > 2.70 and
the significant value is 0.000 < 0.05, it can be said that independent
variables like service quality, product quality, and promotion as
simultaneous can effect toward of customer satisfaction.
Table : 4.3
Coefficient of Regression
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) 1,762 1,236 1,426 ,157
x1 ,569 ,060 ,576 9,547 ,000
x2 ,293 ,053 ,252 5,552 ,000
x3 ,142 ,050 ,204 2,852 ,005
a. Dependent Variable: y
Source: Processed primary Data by SPSS 20
Based on table above we get regression equation as follows:
Y= 1.762 + 0.569 service quality + 0.293 product quality + 0.142
promotion + ei
Where:
Y: Customer satisfaction
X1 = Service quality
X2 = product quality
X3 = promotion
70
Variable service quality (X1) show that every addition to 1 unit
variable of service quality, it can cause an increase in customer satisfaction on
blue bird taxi, this means that there is a positive effect occurs between
service quality with a customer satisfaction. These appropriate with the
previous research by Agyapong Gloria K.Q in internationa journal of
business and management in 2011 entitled “ the Effect of Service Quality on
customer satisfaction” . Based on his research , there is a postive relationship
between service quality and customer satisfaction. Obtaining customer
satisfaction depends to a large extent on ensuring that firm maintains high
service quality standards. Putting in place quality mechanism has significant
effect on the level of customer satisfaction.
Variable product quality (X2) show that every addition to 1 unit
variable of product quality , it can cause an increase in customer satisfaction
on blue bird regular taxi, this means that there is a positive effect occurs
between product quality with a customer satisfaction. According the previous
research conduct to journal of university of india “ the effects of customer
service and product quality on customer satisfaction’’ by Asghar Afshar
Jahanshahi , Mohammad Ali Hajizadeh, and Seyed Abbas Mirdamadi in 2011
where their research explain that there is significant relationship between
product quality with a customer satisfaction, And also within their research
found out that the quality of product promotes customer satisfaction.
Variable promotion (X3) show that every addition to 1 unit variable
of promotion, it can cause an increase in customer satisfaction on blue bird
71
regular taxi, this means that there is a postive effect occurs between
promotion with a customer satisfaction. Based on Reicheld & Schefter (
2000) a great way to build customer satisfaction through promotion, company
need to give away a few things, product or service promotions are a great way
to build relationships with customers because everyone is out to find a good
deal.
72
CHAPTER V
CONCLUSION AND IMPLICATION
A. Conclusion
The purpose of this research is to find the influence of blue bird regular taxi’s
marketing strategy which is using service quality, product quality, and
promotion toward customer satisfaction . Based on the statistical test using the
SPSS software with 100 samples to represent the amount of population, and
also the research within the previous chapters, it can be concluded as below:
1. Partially,the variable of service quality can positively influence customer
satisfaction on blue bird regular taxi. Agyapong Gloria K.Q states that
there is a postive between service quality and customer satisfaction.
Obtaining customer satisfaction depends to a large extent on ensuring that
firm maintains high service quality standards. this is also proved on the
result of the regression coefficient shows the variable of the service quality
causes an increase of the customer satisfaction for blue bird regular taxi,
this means that the service quality has an influence toward customer
satisfaction and it is important for the company to increase the customer
satisfaction of blue bird regular taxi.
2. Partially, the Variable of product quality can positively influence
customer satisfaction on blue bird regular taxi. This has been proven on
the chapter IV, the result of the regression coefficient shows the variable
of the product quality causes an increase of the customer satisfaction for
blue bird regular taxi, this means that the product quality has an influence
toward customer satisfaction.
73
3. Partially, the variable of promotion can positively influence customer
satisfaction on blue bird regular taxi. Reicheld & Schefter ( 2000) had
states that a great way to build customer satisfaction through promotion,
company need to give away a few things, product or service promotions
are a great way to build relationships with customers because everyone is
out to find a good deal. Marketers using marketing communication as the
tool of promotion .
Blue bird regular taxi usally declare their promotion, established social
community and give clear message how the product do not have difference
between promotion word and reality. It makes peaple feel sympathy and
interested about their regular taxi.
4. The empirical result of this research provides a new understanding to
develop marketing strategies and contributions to the management of
company. The first benefit of this research is to know how to develop a
beneficial marketing strategy. Based on the result of this research, service
quality, product quality, and promotion can enhance the buying decision of
the product.
B. Implication
This Research has done many steps to accoplish the purpose of the
study. Therefore, there are some limitations and weakness that the researcher
felt that i was as an important part to do an improvement on the next research.
The limitations and weakness are coming from different area that faced by the
74
researcher. An external factor, as we know that this research is using
questioner as a tool in collecting data, so that there are many different
charracteristics of respondents who fulfill the questioner that effect the result
that might not be 100% of the expectation of the research and it will not be
perfect result as i should be.
The conclusion of this research will propose some implications that
hopefully will be helpful and useful for the company itself and others in need.
In this research, it is possible that the company can see what factors
influencing customer satisfaction because if the firm wants to be survive,
sustanaible and growth, customer satisfaction can build their loyalty, can
become informal agent by word of mouth concept and spread the information
about the product to their friends, family, neighboor, and other people.
C. Recommendation
This research has some recommendation for company and for the next
researchers.
1. Blue Bird regular taxi must improve the service, in term of time, if the
customers ordering the taxi by call so they dosen’t have to wait long
untill the taxi arrive.
2. Improvement also in service quality by providing skills drivers who can
speak foreign languages to build up a strong relationship with the foreign
users.
75
3. Higly improvement in product quality using the high quality cars, to avoid
any Defect in the quality of cars.
4. Due the fact that the competition in transportation is getting tougher , it’s
recommended that blue bird regular taxi should focus on customer
satisfaction. And customer needs.
5. Increase their promotional strategy to maximize alternative promotion
media, and provide new ways of communications that the customer can
easly get the product.
76
REFERENCES
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of Commerce & Research Center University of Pune, India, and
Mohammad Ali Hajizadeh Gashti Department of Management,
Faculty of Management and Human Resource Development Universiti
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Customer Service and Product Quality on Customer Satisfaction.
Cooper, Donald and Schindler , Business Research Method. 8th edition. Mc-
Grrawill 2003.
Fitzsimmons, James and Fitzsimmons, Mona. Service Management. Fourth
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Ghozali, Imam, “ Aplikasi Analisis Multivariate Dengan Program SPSS”,
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Gloria K.Q Agyapong Department of Management Studies, School of Business,
University of Cape Coast, Ghana May 2011 International Journal of
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Hamid, Abdul “Panduan Penulisan Skripsi, FEIS, Jakarta, 2007.
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80
Appendix 1. Questioner of Research
QUESTINNAIRE
Dear sir / madam
This form is a questionnaire called “ the influence of service quality, product quality, and
promotion toward customer satisfaction. A study case of blue bird regular taxi ” as a part of
my undergraduate thesis that i am undertaking now.
I’m with qualification below
Name : Mohamed Omar Jama
Nim : 109081100027
Major : Marketing Management
Faculty : Economic and Business
University : UIN Syarif Hidayatulloh Jakarta
Therefore this questionnaire is use to get further information on how service quality,
product quality, and promotion, influences customer satisfaction of blue bird regular taxi.
I make sure that all information collected from the questionnaire will only use in my
undergraduate thesis and will be kept confidentially.
Your time is completing this questionnaire is greatly apprecaited.
Data of Responders
Guidline: provide answers to the following questions by filling out the point or by making a
cross ( X) in front of the appropriate answers.
1. NAME:................................. ( not compulsory)
2. SEXT:.... ........................... ( M/ F)
3. Age :
A. < 20
B. 20 – 25
C. 25 – 35
D. > 35
81
Assignments of rating were given based on the information listed below:
1. SD (Storongly Disagree )
2. D (Dis agree)
3. N ( neutral)
4. A ( Agree)
5. SA ( strongly agree)
Have you Ever used Blue Bird Regular Taxi
a. YES
b. NO (Thanks for your participation, this Questionnaire is only for Blue Bird Taxi
Customers)
Service Quality ( X1)
NO QUESTION SD D N A SA
1 The service of blue bird regular taxi is high and it
has a comfortable AC
2 Blue bird regular taxi utilizes up- to- date
technology cars .
3 Communication Shared by Blue bird Regular taxi
in various media such as advertisement, video,
radio and so forth can be understood
4 Blue bird Regular taxi employess have the
knowledge about their work and provide service
accurately
5 the service of blue bird regular taxi have
dependability to the customers
6 blue bird regular taxi employess are always willing
to provide assistance to the customers
7 If something wrong in the taxi’s service blue bird
regular taxi employees could Recovery as fast as
they can and provide prompt services.
82
8 Blue bird regular taxi drivers are giving their
Respect and politness to the customers
9 Blue bird regular taxi employess always
understand what customer needs and they give their
personal attention.
Product quality ( X2)
NO QUESTION SD D N A SA
1 The shape of blue bird Regular taxi is unique and
makes me easy to recognize with other taxes
2 The Blue bird Regular taxi has a unique interior design
3 The Blue bid Regular taxi has very attractive color
4 feeling safe when i'm traveling with blue bird regular
taxi
5 The Blue bird Regular taxi has high quality radio
listening tools, and comfortable AC
6 The quality of blue bird regular taxi is High
7 the seats of blue bird Regular taxi are comfortable
Promotion ( X3)
NO QUESTION SD D N A SA
1 Promotion is done repeatedly to attract your
attention and trust on the product and the services
of blue bird Regular taxi
2 Blue bird Regular taxi advertisement aired on
radio is very interactive
3 Blue bird Regular taxi advertisement on
billboards is clear and unambiguous
4 Blue bird Regular taxi product coverage in
newspapaers or magazines is helpful to introduce
83
blue bird taxi to the public.
5 The promotion from blue bird regular taxi gives
complete information about the product.
6 promotional tools of the blue bird regular taxi
attract the attention of the customers
7 Blue bird regular taxi advertisement displayed on
brochures does not confuse the customers.
8 frequency of advertisement displayed on tv is very
often
9 Blue bird Regular taxi holds various music
concerts suck as rock and etc.
Customer satisfaction ( Y)
NO QUESTION SD D N A SA
1 The customer satisfaction of blue bird Regular
taxi is high
2 Blue bird provide opportunities for customers to
deliver criticism and complaints
3 Blue bird Regular taxi could satisfy customer’s
expectation better than their competitors
4 Blue bird provide opportunities for customers to
deliver advice
5 customers are enjoy the services provided by the
blue bird regular taxi
6 Blue bird Regular taxi it easy for customers to
find whereever they need
7 Blue bird could more realize the customer
compare the competitors
8 Service delivered by blue bird regular taxi meets
my expectations
9 Blue bird regular taxi are willing to focus
customer satisfaction
84
Appendix 2. Questioner Bahasa Indonesia
Kuesioner
Yth. Ibu/Bapak
Kuesioner ini ditujukan untuk memperoleh informasi yang akan digunakan dalam
penyusunan skripsi. Judul dari skripsi ini adalah “pengaruh kuliatas pelayanan, kualitas
produk, dan promosi terhadap kepuasan pelanggan (studi kasus dari taxi blue bird).”
Kuesioner ini digunakan untuk mendapatkan informasi mengenai bagaimana kualitas
pelayan, kualitas produk, dan promosi dapat mempengaruhi kepuasan pelanggan dari taxi
blue bird.
Saya pastikan bahwa semua informasi yang dikumpulkan dari kuesioner hanya akan
digunakan dalam skripsi saya dan akan disimpan secara rahasia.
Atas kerja sama bapak/ibu, saya ucapkan terimakasih
Identitas Responden
Petunjuk: Berilah jawaban dari setiap pertanyaan dengan tanda silang (x) didepan jawaban
yang diangap benar.
1. Nama :................................. ( Tidak wajib)
2. Jenis Kelamin :.... ........................... ( L/P)
3. Usia :
A. < 20
B. 20 -25
C. 25-35
D. > 35
Pernyataan diberikan berdasarkan informasi dibawah ini:
1. STS : Sangat Tidak Setuju
2. TS : Tidak Setuju
3. N : Netral
4. S : Setuju
5. SS : Sangat Setuju
A. Apakah anda pernah menggunakan bluebird taksi reguler?
a. Ya
b. Tidak (Terima kasih atas kesediaan anda, kuestioner ini ditujudkan pada
konsumen blue bird taksi regular, jika jawabannya tidak maka pertanyaan
dihentikan sampai disini).
Kualitas Pelayanan (X1)
NO Pertanyaan STS TS N S SS
1 Pelayanan blue bird taksi reguler sangat tinggi dan
memiliki AC nyaman
2 Taksi blue bird reguler menggunakan teknologi
mobil terbaru
3 Komunikasi yang diberikan oleh taksi blue bird
reguler di berbagai media seperti iklan, video, radio
dan sebagainya dapat dipahami
4 Karyawan taksi blue bird reguler memiliki
pengetahuan tentang pekerjaan mereka dan
memberikan layanan secara tepat
5 Pelayanan taksi blue bird reguler dapat diandalkan
oleh pelanggan
6 Karyawan taksi blue bird reguler selalu bersedia
untuk memberikan bantuan kepada pelanggan
7 Jika sesuatu terjadi pada pelayanan taxinya, maka
para karyawan Blue Bird dapat segera bangkit. Dan
menyediakan layanan yang cepat
8 Pengemudi taksi blue bird reguler menghormati
dan berprilaku sopan kepada pelanggan
9 Karyawan taksi blue bird reguler selalu mengerti
kebutuhan pelanggan dan mereka memberikan
pelayan terbaik kepada pelanggan.
Kualitas Produk ( X2)
NO Pertanyaan STS TS N S SS
1 Bentuk yang unik dari taksi blue bird reguler
menudahkan saya untuk mengenali dan membedakan
dari taksi yang lain
2 Taksi blue bird reguler memiliki desain interior yang
unik
3 Taksi blue bird reguler memiliki warna yang sangat
menarik
4 Saya merasa aman ketika berpergian menggunakan
taksi blue bird regular
5 Taksi blue bird reguler memiliki kualitas radio dan AC
yang baik
6 Taksi blue bird reguler memiliki kualitas yang tinggi
7 Taksi blue bird reguler memiliki tempat duduk yang
nyaman
Promosi ( X3)
NO Pertanyaan STS TS N S SS
1 Promosi yang sering dilakukan oleh taksi blue
bird reguler menarik perhatian dan kepercayaan
saya pada jasa yang ditawarkan
2 Iklan taksi blue bird reguler yang disiarkan di
radio sangat interaktif
3 Iklan taksi blue bird reguler yang ada di papan
reklame adalah jelas dan tidak ambigu
4 Terdapat pemberitaan mengenai taksi blue bird
reguler di koran atau majalah sangat membantu
untuk memperkenalkan taksi blue bird ke publik.
5 Prommosi dari taksi blue bird reguler memberikan
informasi yang lengkap tentang produk
6 Alat promosi yang digunakan taksi blue bird
reguler mampu menarik perhatian pelanggan
7 Brosur yang menampilkan iklan dari taksi blue
bird reguler tidak membingungkan pelanggan
8 Iklan taksi blue bird reguler sering muncul di tv
9 Taksi blue bird reguler memiliki berbagai jenis
koleksi music sepert rock dll.
Kepuasan Pelanggan ( Y)
NO Pertanyaan STS TS N S SS
1 Pelanggan memiliki kepusaan yang tinggi
terhadap taksi blue bird regular
2 Taksi blue bird reguler memberikan kesempatan
kepada pelanggan unutk menyampaikan kritik
dan keluhan
3 Taksi blue bird reguler dapat lebih baik
memenuhi harapan pelanggan dibandingkan
dengan pesaingnya
4 Taksi blue bird reguler memberikan kesempatan
kepada pelanggannya untuk memberikan
rekomendasi/saran
5 Pelanggan menikmati layanan yang diberikan
oleh taksi blue bird regular
6 Pelanggan dapat dengan mudah menemukan taksi
blue bird reguler kapanpu mereka membutuhkan
7 Blue bird taksi bisa lebih menyadari pelanggan
membandingkan pesaing
8 Layana yang diberikan taksi blue bird reguler
sesuai dengan harapan saya
9 Taksi blue bird reguler memiliki keinginan untuk
fokus terhadap kepuasan pelanggan
No Total
1 4 5 5 4 4 4 4 4 5 39
2 4 4 4 4 4 4 4 4 4 36
3 4 4 4 4 4 4 4 4 4 36
4 4 4 4 4 4 4 4 4 4 36
5 4 4 4 5 5 5 5 5 4 41
6 3 4 4 5 5 4 4 5 4 38
7 4 4 4 4 4 4 4 4 4 36
8 5 4 5 4 5 4 5 5 4 41
9 4 4 4 5 4 5 4 4 5 39
10 4 4 4 4 4 4 4 4 4 36
11 5 5 4 5 4 5 5 5 5 43
12 4 4 4 4 5 5 5 5 4 40
13 5 4 5 5 4 5 5 4 5 42
14 5 5 4 5 4 5 5 5 5 43
15 5 5 5 5 5 4 4 4 4 41
16 4 4 4 5 4 4 5 5 4 39
17 4 4 4 5 4 4 4 5 5 39
18 4 4 4 5 5 5 4 5 5 41
19 4 4 4 4 4 4 4 4 4 36
20 4 4 5 4 5 4 5 4 5 40
21 5 4 5 5 4 5 4 4 5 41
22 5 4 5 5 5 4 5 5 5 43
23 4 4 4 5 4 4 4 5 5 39
24 4 4 4 5 4 4 4 4 5 38
25 4 4 4 4 4 4 4 4 4 36
26 4 4 4 5 4 4 4 5 4 38
27 5 4 4 5 4 4 4 4 5 39
28 4 4 5 5 4 4 4 5 5 40
29 4 4 4 4 4 4 4 4 4 36
30 4 5 4 5 5 4 5 4 4 40
31 3 3 3 3 3 3 3 3 3 27
32 4 4 4 4 4 4 4 4 4 36
33 4 5 4 5 4 4 4 5 4 39
34 5 4 5 5 4 5 5 5 4 42
35 4 4 5 5 4 5 4 5 4 40
36 5 5 4 5 5 4 5 5 5 43
37 5 5 4 4 4 5 4 4 5 40
38 4 5 5 5 5 4 5 5 5 43
39 5 5 4 5 5 4 5 5 5 43
40 4 4 4 5 4 4 4 4 4 37
41 4 4 4 4 4 4 4 4 4 36
42 4 4 5 5 4 4 4 4 5 39
43 4 4 4 4 4 4 4 4 4 36
44 4 4 4 4 4 4 4 4 4 36
45 4 4 4 4 4 4 4 4 4 36
46 4 4 4 4 4 4 4 4 4 36
47 4 4 4 5 4 4 4 4 5 38
48 4 4 5 5 4 4 4 4 4 38
49 4 4 4 5 4 4 4 4 4 37
50 5 5 4 4 4 4 4 5 5 40
Appendix 3 Respondents Answer on Try Out Research Instrument
Questioner
SERVICE QUALITY
No Total
1 5 5 5 5 5 5 4 34
2 5 5 5 4 4 4 4 31
3 4 4 5 5 5 4 4 31
4 5 5 5 4 5 5 5 34
5 4 4 4 5 5 5 5 32
6 4 4 4 5 5 5 5 32
7 4 5 5 5 4 4 4 31
8 4 4 4 4 4 4 4 28
9 4 4 4 4 4 4 4 28
10 4 5 5 5 5 5 5 34
11 4 5 5 5 5 5 5 34
12 4 4 4 4 4 4 4 28
13 4 4 4 4 4 4 5 29
14 4 4 4 4 4 4 4 28
15 3 3 3 3 3 3 3 21
16 4 4 4 4 4 4 4 28
17 4 4 5 5 5 4 4 31
18 4 4 5 5 5 5 5 33
19 5 5 4 5 5 4 4 32
20 4 4 4 5 5 5 4 31
21 4 4 4 4 4 4 4 28
22 5 5 5 4 5 5 5 34
23 5 4 5 5 5 4 4 32
24 4 4 4 4 4 4 5 29
25 4 4 4 5 5 5 4 31
26 4 4 4 4 4 5 5 30
27 4 4 4 4 4 4 4 28
28 4 4 4 4 4 4 4 28
29 4 4 4 4 4 4 4 28
30 4 4 4 4 4 4 4 28
31 5 5 5 5 4 5 4 33
32 3 3 3 3 3 3 3 21
33 5 4 4 4 4 4 4 29
34 5 4 5 4 4 5 4 31
35 5 4 4 4 5 4 5 31
36 5 5 5 5 4 4 5 33
37 5 5 5 4 5 5 4 33
38 4 4 4 4 5 5 4 30
39 5 5 5 5 4 5 5 34
40 4 5 4 4 5 5 4 31
41 4 4 4 4 4 4 4 28
42 4 5 5 5 4 4 4 31
43 5 5 5 5 4 4 5 33
44 4 4 4 4 4 4 4 28
45 4 4 4 4 4 4 4 28
46 4 4 4 4 4 4 4 28
47 4 4 4 4 4 4 4 28
48 4 4 4 4 4 4 4 28
49 5 5 5 5 4 4 5 33
50 5 5 5 5 4 4 4 32
PRODUCT QUALITY
Appendix 4 Validity and Reliability of Try out Research Question
Result of Validity and Realibity Test for Service Quality
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
SQ1 34,4600 6,743 ,588 ,813
SQ2 34,4800 7,112 ,512 ,821
SQ3 34,4400 7,231 ,426 ,830
SQ4 34,1200 6,679 ,564 ,816
SQ5 34,4600 7,070 ,511 ,821
SQ6 34,4800 7,193 ,475 ,825
SQ7 34,4200 6,616 ,677 ,803
SQ8 34,3000 6,663 ,586 ,813
SQ9 34,2800 6,736 ,550 ,817
Source: Processed primary Data by SPSS 20
Result of Validity and Reliability Test for Product Quality
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PQ1 25,9000 6,378 ,609 ,860
PQ2 25,8800 6,067 ,728 ,844
PQ3 25,8200 5,906 ,765 ,839
PQ4 25,8200 6,110 ,678 ,851
PQ5 25,8600 6,368 ,591 ,863
PQ6 25,8800 6,312 ,624 ,858
PQ7 25,9200 6,524 ,561 ,866
Source: Processed primary Data by SPSS 20
Result of Validity and Reliability Test for promotion
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PR1 34,4000 6,571 ,310 ,800
PR2 34,3800 6,240 ,438 ,783
PR3 34,3800 6,077 ,507 ,773
PR4 34,3800 6,077 ,507 ,773
PR5 34,3600 5,868 ,590 ,761
PR6 34,3800 6,077 ,507 ,773
PR7 34,4800 6,214 ,500 ,774
PR8 34,5200 6,214 ,533 ,771
PR9 34,6400 6,562 ,521 ,776
Source: Processed primary Data by SPSS 20
Result of Validity and Reliability Test for customer satisfaction
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
CS1 34,1600 6,137 ,542 ,763
CS2 34,1400 5,919 ,615 ,751
CS3 34,1200 6,189 ,544 ,763
CS4 34,1400 6,694 ,452 ,776
CS5 34,1800 6,926 ,381 ,784
CS6 34,1400 6,776 ,417 ,780
CS7 33,8200 6,273 ,543 ,763
CS8 34,1600 6,668 ,480 ,772
CS9 34,1800 7,049 ,327 ,791
Source: Processed primary Data by SPSS 20
1. Result of Reliability Test
Variables Cronbach’s
Alpha
Cronbach’s Alpha
Item- Corrected
Result
Service QualitY (X1) 0.835 0.60 Reliable
Product Quality (X2) 0.873 0.60 Reliable
Promotion (X3) 0.796 0.60 Reliable
Customer Satisfaction ( Y) 0.792 0.60 Reliable
Source: Processed primary Data by SPSS 20
No TOTAL AVERAGE
1 4 5 5 4 4 4 4 4 5 39 4,333333
2 4 4 4 4 4 4 4 4 4 36 4
3 4 4 4 4 4 4 4 4 4 36 4
4 4 4 4 4 4 4 4 4 4 36 4
5 4 4 4 5 5 5 5 5 4 41 4,555556
6 3 4 4 5 5 4 4 5 4 38 4,222222
7 4 4 4 4 4 4 4 4 4 36 4
8 5 4 5 4 5 4 5 5 4 41 4,555556
9 4 4 4 5 4 5 4 4 5 39 4,333333
10 4 4 4 4 4 4 4 4 4 36 4
11 5 5 4 5 4 5 5 5 5 43 4,777778
12 4 4 4 4 5 5 5 5 4 40 4,444444
13 5 4 5 5 4 5 5 4 5 42 4,666667
14 5 5 4 5 4 5 5 5 5 43 4,777778
15 5 5 5 5 5 4 4 4 4 41 4,555556
16 4 4 4 5 4 4 5 5 4 39 4,333333
17 4 4 4 5 4 4 4 5 5 39 4,333333
18 4 4 4 5 5 5 4 5 5 41 4,555556
19 4 4 4 4 4 4 4 4 4 36 4
20 4 4 5 4 5 4 5 4 5 40 4,444444
21 5 4 5 5 4 5 4 4 5 41 4,555556
22 5 4 5 5 5 4 5 5 5 43 4,777778
23 4 4 4 5 4 4 4 5 5 39 4,333333
24 4 4 4 5 4 4 4 4 5 38 4,222222
25 4 4 4 4 4 4 4 4 4 36 4
26 4 4 4 5 4 4 4 5 4 38 4,222222
27 5 4 4 5 4 4 4 4 5 39 4,333333
28 4 4 5 5 4 4 4 5 5 40 4,444444
29 4 4 4 4 4 4 4 4 4 36 4
30 4 5 4 5 5 4 5 4 4 40 4,444444
31 3 3 3 3 3 3 3 3 3 27 3
32 4 4 4 4 4 4 4 4 4 36 4
33 4 5 4 5 4 4 4 5 4 39 4,333333
34 5 4 5 5 4 5 5 5 4 42 4,666667
35 4 4 5 5 4 5 4 5 4 40 4,444444
36 5 5 4 5 5 4 5 5 5 43 4,777778
37 5 5 4 4 4 5 4 4 5 40 4,444444
38 4 5 5 5 5 4 5 5 5 43 4,777778
39 5 5 4 5 5 4 5 5 5 43 4,777778
40 4 4 4 5 4 4 4 4 4 37 4,111111
41 4 4 4 4 4 4 4 4 4 36 4
42 4 4 5 5 4 4 4 4 5 39 4,333333
43 4 4 4 4 4 4 4 4 4 36 4
44 4 4 4 4 4 4 4 4 4 36 4
45 4 4 4 4 4 4 4 4 4 36 4
46 4 4 4 4 4 4 4 4 4 36 4
47 4 4 4 5 4 4 4 4 5 38 4,222222
48 4 4 5 5 4 4 4 4 4 38 4,222222
49 4 4 4 5 4 4 4 4 4 37 4,111111
Appendix 5 Respondents Answer on Research Instrument
Questioner
Service quality
50 5 5 4 4 4 4 4 5 5 40 4,444444
51 1 1 1 1 1 1 1 1 1 9 1
52 2 2 2 2 2 2 2 2 2 18 2
53 2 2 2 2 2 2 2 2 2 18 2
54 2 2 2 2 2 2 2 2 2 18 2
55 2 2 2 2 2 2 2 2 2 18 2
56 2 2 2 2 2 2 2 2 2 18 2
57 2 2 2 3 3 3 3 3 3 24 2,666667
58 3 3 3 3 3 3 3 2 2 25 2,777778
59 2 2 2 2 2 2 2 2 2 18 2
60 2 2 2 2 2 2 2 2 3 19 2,111111
61 2 2 2 2 2 2 2 2 2 18 2
62 2 2 2 2 2 2 2 2 2 18 2
63 3 3 3 3 3 3 4 4 4 30 3,333333
64 3 3 3 3 2 2 2 3 3 24 2,666667
65 3 3 3 3 3 3 3 3 3 27 3
66 3 3 3 3 3 3 3 3 3 27 3
67 4 4 4 4 4 3 4 4 4 35 3,888889
68 4 4 4 4 4 3 4 4 4 35 3,888889
69 3 3 3 3 3 3 3 3 3 27 3
70 4 4 4 4 4 3 4 3 4 34 3,777778
71 3 3 3 3 3 3 3 3 3 27 3
72 3 3 3 3 3 3 4 4 4 30 3,333333
73 4 4 4 4 4 3 4 4 3 34 3,777778
74 3 3 3 3 3 4 3 3 3 28 3,111111
75 4 4 4 4 3 3 4 4 3 33 3,666667
76 4 4 4 4 3 3 4 3 3 32 3,555556
77 4 4 4 4 3 3 3 4 3 32 3,555556
78 3 3 3 3 3 2 2 2 2 23 2,555556
79 3 4 2 4 2 4 4 4 4 31 3,444444
80 4 4 4 4 3 3 4 3 3 32 3,555556
81 4 4 4 4 3 3 4 3 3 32 3,555556
82 4 4 3 3 3 3 4 3 4 31 3,444444
83 4 4 4 2 4 4 4 4 3 33 3,666667
84 3 4 3 2 4 3 3 4 3 29 3,222222
85 4 4 3 3 4 3 4 3 4 32 3,555556
86 4 3 3 4 4 3 4 3 4 32 3,555556
87 4 3 4 3 4 3 4 3 4 32 3,555556
88 3 4 4 3 4 3 4 3 4 32 3,555556
89 4 3 3 4 4 3 4 3 4 32 3,555556
90 4 4 3 3 3 3 4 3 4 31 3,444444
91 4 1 4 4 4 4 4 4 4 33 3,666667
92 4 4 4 4 3 3 3 3 4 32 3,555556
93 4 2 2 4 3 4 4 4 4 31 3,444444
94 4 4 4 2 4 4 3 4 4 33 3,666667
95 5 5 4 4 4 4 5 4 5 40 4,444444
96 4 4 2 4 4 4 4 4 4 34 3,777778
97 4 2 3 4 4 3 4 4 4 32 3,555556
98 4 4 4 4 4 3 3 3 3 32 3,555556
99 4 2 4 4 2 4 4 3 4 31 3,444444
100 1 4 3 4 4 4 4 4 4 32 3,555556
Appendix 6 Test of Normality
Source: Processed primary Data by SPSS 20
Source: Processed primary Data by SPSS 20
Appendix 7 Test of Classic Assumption
Test of Multicollinearity
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) ,194 ,136 1,430 ,156
XI ,574 ,059 ,581 9,683 ,000 ,224 4,4
57
X2 ,222 ,041 ,247 5,455 ,000 ,393 2,5
44
X3 ,144 ,050 ,204 2,896 ,005 ,162 6,1
70
a. Dependent Variable: Y
Source: Processed primary Data by SPSS 20
Test of Heteroscedasticity
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) -1,022E-015 ,136 ,000 1,000
XI ,000 ,059 ,000 ,000 1,000 ,224 4,457
X2 ,000 ,041 ,000 ,000 1,000 ,393 2,544
X3 ,000 ,050 ,000 ,000 1,000 ,162 6,170
a. Dependent Variable: Y
Source: Processed primary Data by SPSS 20
Appendix 8 Multiple Regression Analysis
Coefficient Determination
Model Summaryb
Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
1 ,961a ,924 ,922 2,00404
a. Predictors: (Constant), x3, x2, x1
T- Test
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1,762 1,236 1,426 ,157
x1 ,569 ,060 ,576 9,547 ,000
x2 ,293 ,053 ,252 5,552 ,000
x3 ,142 ,050 ,204 2,852 ,005
a. Dependent Variable: y
Source: Processed primary Data by SPSS 20
F- TEST
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 4685,758 3 1561,919 388,908 ,000b
Residual 385,552 96 4,016
Total 5071,310 99
a. Dependent Variable: y
b. Predictors: (Constant), x3, x2, x1
Source: Processed primary Data by SPSS 20