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THE INFLUENCE OF BRAND IMAGE AGAINST LOYALTY CONSUMERS ON IPHONE USERS IN JAKARTA THESIS Presented To The Faculty Economy and Business in Partial to Fulfillment of Requirements for The Degree of S.E (Bachelor in Economy) in International Management Major Created By : Anindya Rachmadhani 1113081100001 INTERNATIONAL MANAGEMENT FACULTY ECONOMY AND BUSINESS STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH OF JAKARTA 1438 M / 2017
Transcript of Created By : Anindya Rachmadhani...
THE INFLUENCE OF BRAND IMAGE AGAINST LOYALTY CONSUMERS ON
IPHONE USERS IN JAKARTA
THESIS
Presented To The Faculty Economy and Business in Partial to Fulfillment of
Requirements for The Degree of S.E (Bachelor in Economy) in International
Management Major
Created By :
Anindya Rachmadhani
1113081100001
INTERNATIONAL MANAGEMENT
FACULTY ECONOMY AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH OF JAKARTA
1438 M / 2017
CERTIFICATION OF THESIS EXAM SHEET
Today is July 17th
, 2017 has been conducted on the student thesis examination:
1. Name : Anindya Rachmadani
2. Student Number : 1113081100001
3. Department : Management
4. Thesis Title : The Influence of Brand Image Against Loyalty Consumers on
Iphone Users in Jakarta.
After careful and attention to appearance and capabilities relevant for this examination
process, it was decided that the above student passed and the thesis was accepted as one
requirement to obtain a Bachelor of Economics in The Faculty of Economics and Business
Syarif Hidayatullah State University Jakarta.
Jakarta, July 17th
,2017
1. ElaPatriana, Ir., MM ( )
NIP 1969052820080120101 Head of Examiner
2. Dr. Ade Sofyan. ( )
NIP 197501012005011008 Secretary
3. Yunia Silvia Sesunan, SE., MM ( )
NIP 197006122014112002 Supervisor II
4. Leis Suzanawaty, SE.,Msi ( )
NIP 197208092005012004 Expert Examiner
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SHEET STATEMENT
AUTHETICITY SCIENTIFIC WORKS
Signature below
Name : Anindya Rachmadhani
Student Number : 1113081100001
Department : Management International
Faculty : Economics and Business
Hereby declare that in writing this thesis, I
1. Do not use other people’s idea without being able to develop and
accountable.
2. Do not plagiarism of other’s people works.
3. Do not use other people’s work without mentioning the original source or
without permission.
4. Own works and responsible for this work.
If in the future, there will be a demand from other side of my work and have been
accountably proved was indeed found evidence that I violated the above
statements. I am ready to be sanctioned according to rules applicable in the faculty
of Economis and Business Syarif Hidayatullah State Islamic University Jakarta.
This statements truly made with sincerely
Jakarta, June 2017
Stated By:
Anindya Rachmadhani
ii
CURRICULUM VITAE
Personal Identities
Name : Anindya Rachmadhani
Gender : Female
Place of Birth : Jakarta
Date of Birth : January 20th
1996
Address : Jalan Bakti Jaya LUK blok F/6A
Pamulang, South Tangerang
Email Address : [email protected]
Formal Education
College : State Islamic University of Jakarta
Senior High School : SMAN 3 Kota Tangerang Selatan
Junior High School : SMPN 4 Kota Tangerang Selatan
Elementary School : SD Islam Harapan Ibu
Kindergarten : TK Islam Harapan Ibu
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PREFACE
Praise and thanks i too sacrifice to Allah Subhanahu Wa Ta'ala to give their
love and affection to us, so i can finished my thesis. This thesis is a final work as
partial fulfillment for the degree of Bachelor of Economics in Faculty of
Economics and Business (FEB) at the Islamic State University Syarif
Hidayatullah Jakarta (UIN Jakarta) titled "The Influence Of Brand Image Against
Consumers Loyalty On Iphone Users In Jakarta", from January 2017 until June
2017. Me as an author would like to thanks to Allah Subhanahu Wa Ta'ala for the
blessings until this thesis research is completed. In this thesis has involved many
parties that is very helpful in many ways. Therefore, I am here as
the authors convey a sense of profuse thanks to:
1. Dr. M. Arief Mufraini, Lc., M.Si, as the Dean of the Faculty of Economics
and business (FEB UIN Jakarta) who gave permission research
2. Titi's Dewi Warninda, SE., M.Si, as Chairman of the Department of
Management of the Faculty of Economics and business (FEB UIN Jakarta)
which have approved the application for the preparation of the Thesis.
3. Dr. Ade Sofyan Mulazid, as the Professor Supervising I who has guide in
the preparation of this Thesis to finish.
4. Yunia Silvia Sesunan, SE., MM, as the Professor Supervising II who has
guided in the preparation of this Thesis to finish.
5. The whole citizens in Jakarta who have willingly and participated in taking
the time to fill out a questionnaire, so my thesis can finished.
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6. My Beloved parents that have a lot of prayer and giving support to me
for moral as well and as material so my thesis can be completed.
7. To my dear brother and sister also all of the family members and relatives
who always give prayer, support and spirit to me.
8. To all of my beloved friends in Junior high school, Senior high scholl and
college who endlessly give me support and motivation to finished my thesis.
9. And all those who have helped me in the preparation of this thesis that
i can't mention everyone.
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ABSTRACT
The purpose of this study is to analyze the influence of brand image in
terms of the favorability of brand association, brand association strength and
uniqueness of brand association in consumer loyalty from iPhone smartphone
users in Jakarta. The data that has been used in this research is primary data and
the data has been collected from 100 respondents who use iPhone smartphone in
Jakarta area. The sampling technique used in this research is purposive sampling
method. The data has been obtained, then analyzed using multiple linear
regression on SPSS 16.0. The results of this study show that from the brand image
capacity in terms the favorability of brand association , the strength of brand
association and the uniqueness of brand association can partially affect loyalty.
Based on the results of the analysis, all variables such as the capacity of brand
image in terms of the favorability of brand association, the strength of brand
association and th uniqueness of brand association simultaneously affect the
dependent variable that is loyalty. The result of the coefficient of determination
shows that 44.2% as the value of the dependent variable can be explained by the
independent variable. Meanwhile, the remaining value of the dependent variable
is 55.8% which can be explained by other variables not included in this study.
Keywords: Brand image, the favorability of brand association,, the strength of
brand association, the uniqueness of brand association, consumer loyalty.
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ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari citra
merek dari segi keunggulan asosiasi merek, kekuatan asosiasi merek dan
keunikan asosiasi merek dalam loyalitas konsumen dari ngguna smartphone
iPhone di Jakarta. Data yang telah digunakan dalam penelitian ini adalah data
primer dan data tersebut telah dikumpulkan dari 100 responden yang
menggunakan smartphone iPhone di wilayah Jakarta. Teknik pengambilan sampel
yang digunakan dalam penelitian ini adalah metode purposive sampling. Data
yang telah didapatkan, selanjutnya dianalisa menggunakan regresi linier
berganda pada SPSS 16.0. Hasil dari penelitian ini menjunjukkan bahwa dari
kapasitas citra merek dari segi keunggulan asosiasi merek, kekuatan asosiasi
merek dan keunikan asosiasi merek secara parsial dapat mempengaruhi loyalitas.
Berdasarkan dari hasil analisa, semua variabel seperti dari kapasitas citra merek
dari segi keunggulan asosiasi merek, kekuatan asosiasi merek dan keunikan
asosiasi merek secara simultan mempengaruhi variabel dependen yaitu loyalitas.
Hasil dari koefisien determinasi menunjukkan bahwa 44.2% sebagai nilai dari
variabel dependen yang bisa dijelaskan oleh variabel independen. Sementara,
sisa dari nilai variabel dependen adalah 55.8 % yang bisa dijelaskan oleh
variabel lain yang tidak dimasukkan kedalam penelitian ini.
Kata kunci: citra merek, keunggulan asosiasi merek, , kekuatan asosiasi merek,
keunikan asosiasi merek, loyalitas konsumen.
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TABLE OF CONTENTS
SHEET STATEMENT ............................................................................................. i
CURRICULUM VITAE ......................................................................................... ii
APPROVAL THESIS FORM ................................ Error! Bookmark not defined.
PREFACE ............................................................................................................. iii
ABSTRACT ......................................................................................................... viii
ABSTRAK ............................................................................................................. iii
TABLE OF CONTENTS ..................................................................................... viii
LIST OF TABLE ......................................................................................................x
LIST OF FIGURES ............................................................................................. viii
LIST OF APPENDIX .......................................................................................... viii
CHAPTER I INTRODUCTION...........................................................................1
A. Background .................................................................................................... 1
B. Problem Statement ....................................................................................... 10
C. Objective of Study ........................................................................................ 11
D. Benefit of study............................................................................................. 11
CHAPTER II LITERATURE REVIEW ...........................................................15
A. Theory Development ................................................................................... 15
B. Previous Research ........................................................................................ 35
C. Logical Framework ...................................................................................... 39
D. Hypothesis ................................................................................................... 40
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CHAPTER III RESEARCH METHODOLOGY .............................................42
A. Scope of Research........................................................................................ 42
B. Sampling Method......................................................................................... 44
C. Data Quality Test ......................................................................................... 48
D. Hypothesis Test ............................................................................................ 51
CHAPTER IV ANALYSIS ..................................................................................55
A. General Overview ........................................................................................ 55
B. Descriptive Analysis of Respondent Answer ............................................... 56
C. Validity and Reliability Test ........................................................................ 57
D. Description of Variable Research ................................................................ 65
E. Classic Assumption Test .............................................................................. 66
F. Hypothesis Test ............................................................................................ 72
Discussion ........................................................................................................ 73
CHAPTER V CONCLUSION AND SUGGESTIONS .....................................77
A. Conclusion ................................................................................................... 77
B. Suggestions .................................................................................................. 77
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LIST OF TABLE
No. Description
Table 1.1 Previous Research
Table 2.1 Likert scale of five levels
Table 3.2 Operation Variable
Table 4.1 Characteristics of Respondents by Age
Table 4.2 Characteristics of Respondents by Level of Education
Table 4.3 The Result On Validity Variable Research
Table 4.4 Reliability Test Result
Table 4.5 Description Favorability of Brand Association
Table 4.6 Description Strength of Brand Association
Table 4.7 Description Uniqueness of Brand Association
Table 4.8 Description Customer Loyalty
Table 4.9 Normality test result
Table 4.10 Multicolenierity Test
Table 4.11 Heteroscedasticity Test
Table 4.12 Multiple Regression Analysis
Table 4.13 Determination Test (R²)
Table 4.14 Coefficient Determination Test
Table 4.15 Simultaneous Test (F-Test)
Table 4.16 Partial Test (T-Test)
xi
LIST OF FIGURES
No. Description
Figure 3.1 Amount of sales iphone in four months or a quarter since 2011
Figure 4.1 Normal Chart PP-Plot
Figure 4.2 Scatter plot
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LIST OF APPENDIX
No. Description
Appendix 1 Questionnaire
Appendix 2 Questionnaire Data
Appendix 3 Characteristics of Respondents
Appendix 4 Frequency of Respondents Answer
Appendix 5 Validity and Reliability Tests
Appendix 6 Classic Assumption Test and Multiple Linier Regressions
1
CHAPTER I
INTRODUCTION
A. Background
The development of technology is increasing. Various new technologies
were created, including telecommunications technology. Communications
technology was developed not only for communication purposes, but also the
need for self-actualization. Increased need has prompted the need for a gadget that
can do everything replacing computer functions ranging from communication,
push email, online shopping, browsing, even just a status update on social media.
This tendency is causing increasing smartphone purposes even became necessities
or the impotang things of life.
The growth of smartphones is indeed remarkable in the world, including in
Indonesia. Ericsson Mobility Report released in Southeast Asia and Oceania for
the first quarter of 2016, namely in Indonesia Smartphone Users Now Reaches 38
Percent and was greatly improved in 2013 compared with only 24% of the total
population of smartphone ownership. (www.mobileworldlive.com)
Product smartphone market share in Indonesia introduced by some large
companies such as Apple and Samsung. The high level of smartphone competition
requires companies such as Apple, Samsung, and strive to create a strong image of
the brand is to win the hearts of customers. because of the many new smartphones
such as the Oppo, Lenovo, Xiaomi which offer cheaper rates with almost the same
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quality. This can increased competition and affect consumer decisions. choose a
smartphone that correspond to the desired consumers. In the competition on
smartphone Based on the research institute IDC report, South Korean vendors,
Samsung, is still the number one in smartphone sales globally. As quoted by
VentureBeat, Thursday (04/28/2016), other than that Apple is still in second place.
IPhone sales decline seems to have no effect rated version IDC.
(http://www.venturebeat.com)
On the first ranking in sales of smartphones in the first quarter 2016,
Samsung successfully sold 81.9 million units Apple is in second place was able to
sell 51.2 million units. In the third position, the Chinese vendor, Huawei,
successfully sold 27.5 million units of mobile phones. Smartphone sales in fourth
place world level, Oppo, successfully sold 18.5 million units. While Vivo sell as
many as 14.3 million mobile phone units. Oppo entry of the top five vendors in
the world for extraordinary promotion they were doing. Oppo and Vivo are not
only struggling in China, the two Asian vendors were doing a massive campaign
in the United States, Europe, and Southeast Asia such as Indonesia. If it stays like
this it is not possible Oppo and Vivo threaten the dominance of Samsung and
Apple in the next few years. (www.idc.com)
One of smartphone brand in Indonesia is quite known today is the apple
iphone, apple iphone apple inc derived from, a multinational company which is
headquartered in Silicon Valley, Cupertino, California and engaged in design,
development, and sale of goods that includes consumer electronics and became an
electronics company and smartphones The world capable of covering the global
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marketing. Apple Inc. continue to innovate in creating products and the quality
smartphone sophisticated smartphone that meet the needs of today's modern
society. Advanced product quality and an attractive and elegant features make
Apple products into the public eye. This is evidenced by Apple Inc. in 2013
became the winner of the Grand Award as part of the American Brand Excellence
Awards. Apple also received the report iPhone sales were quite impressive, which
is about 74.8 million units, which ended in December 2015 In addition, Apple also
announced that there are approximately 1 billion active Apple device that includes
a variety of devices such as hers, iPad, Apple TV, and of course the iPhone.
Figure 4.1 Amount of sales iphone in four months or a quarter since 2011
On Table 1. we can see the amount of iPhone sales period from year in
2011 iPhone have big of sales bacause that was the first smartphone sell in this
world, this smarthphone just release a first type of apple that’s a iPhone 3G and
0
10000
20000
30000
40000
50000
60000
70000
80000
Q1 2011 Q4 2011 Q3 2012 Q2 2013 Q1 214 Q4 2014 Q3 2015 Q2 2016 Q1 2017
Mill
ion
s
Amount of Sales Iphone
Column1 Column2 Column3
4
they have a really good of sales, and also in next year the company always have a
good of selling in every released of new type iPhone eventhought that was having
a decreasing of buying and most apparent when sales declining is in mid-year of
2016 because they have a stong competitor that was samsung galaxy S7 and apple
just launch type iPhone SE. The product is not really famous and not having a ood
profit because in first year of 2016 apple realesed iPhone 6S and people more
interested on iPhone 6S than iPhone SE that’s whay in the middle year of 2016 the
profit have a decreasing. Also in 2016 Apple launch the new type of iPhone but
it’s not a smarthphone but iWatch and a new type of iMac so most people more
interested to buy iWatch than iPhone SE. But at the end of 2016 Apple has just
released a new type of iPhone it’s an iPhone 7 and become a succesful so in 2017
having much profit. The Company experienced a country enough high demand for
a review of the iPhone 7 The release in September, causing as many as 78.3
million sales season device on lots more in the month of December.
(http://www.idc.com)
The number of people in Indonesia the middle economic conditions until
the economy on making apple inc create new products with specifications and
features more complete, namely apple iphone that is now being Indonesian
demand by the public good of the community who have economy over the
medium to the economy because the price of apple iphone is quite expensive and
rarely their discount that is given to the buyer. Brand apple iPhone is a renowned
brand that has been recognized by community in Indonesia with a quality product
that has been in trust as most brands in the interest of society, both in terms of
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product quality, design product, and others so that the brand image Apple iPhone
has been recognized by the wider community and become a smartphone brand
that is widely used by Indonesian society.
Based on the opinions of experts, Kotler & Armstrong (2012) mentions in
a competitive market, battle lies not only in the rates and products but also on
consumer perceptions. Some products with quality, style, and features the same
relative may have a different value in the market due to differences in perception
in the minds of consumers. Consumer perceptions of the brand as illustrated by
the growing brand in the mind of consumers. Products with strong brands have a
greater ability to excel in creating consumer preference and loyalty.
A strong image and a significant positive impact in captured the hearts of
customers even create customer loyalty. Smartphone purchase decision can not be
separated from the factor of brand image. A brand is a name, term, sign, symbol,
design, or a combination of all of these are intended to identify products or
services of one seller or group and distinguish it from other products (Kotler &
Armstrong, 2012).
According Schifman and Kanuk (2010), brand image is the perception that
survives long, formed through experience, and are relatively consistent. Therefore,
the attitude and actions of consumers towards a brand image is one of the
important elements that encourage consumers to buy a product. The better brand
image attached to the product, consumers will be more inclined to purchase
because consumers assume that a product with a brand that is trusted more gives a
sense of security when using it.
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Apple is one company that really managed to create a strong brand image
in the minds of customers. This is evident from the high growth product sales
Apple smartphone, it was an iPhone. So great was the interest in the product
smartphone created by Apple even before the product was launched. In the third
quarter of 2014 alone, Apple sold 169.2 million iPhones, 10 million higher than
the same quarter in 2013. Apple also mentioned that they managed to sell 10
million iPhone 6 and iPhone 6 Plus only within 3 days of release in market.
Smartphone iPhone proves that a trusted brand that can improve their sales
compared to other product brands. Competition smartphone sales seen from the
market share that continues to change every year. It increases the activity will
affect the marketing and sales in Indonesia. Interest or interest in shaping the
perception of the brand image of a product in a person's decision making process.
This will encourage someone decided to purchase that leads to loyalty.
The relationship between the brand image and loyalty according to Keller
(2003), namely on Essentially a positive brand image which can increase the
likelihood of selection against the brand. Associations brand image becomes a
foothold in the consumer's decision are loyal to the brand. People who have been
loyal can not see any other brand because basically consumers would believe a
product brand already known before, even they could choose just optimistically
brand they know without effort compares with Another brand. Therefore,
fortunately company memunyai products with good brand image in the eyes of
consumers. A company should seek to build brand image continuously so that the
brand and consumers have become more loyal to the brand.
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According Surachman (2011), the brand is one very important attribute of
a product whose use is already widespread at this time for several reasons. One of
them is the brand of a product provide value-added products. Through the brand,
the customers affected by a variety of messages that the number could be
thousands of the existence of a product. Brand not only be seen in impressions of
users, but it should occupy a special position in mind to truly become a brand.
According to Keller (in Ferrindadewi, 2009), brand image is the perception
of brand which is a reflection of consumer associations in memory of the brand.
Brand image is part of a brand that is recognizable but can not pronounced, such
as symbols, letters or special color designs, or the perception of the customer on a
product or service that is represented the brand. From some of the above
limitations, researchers can conclude that the brand image is the impression that
emerged and perceived by consumers to a brand stored in consumer memory and
can affect consumer behavior. According to Keller (in Ferrinadewi, 2009), the
factors supporting the formation of brand image can be explained as follows.
Favorability of brand association, This can make consumers believe that the
attributes and benefits provided by a brand can satisfy the needs and desires of
consumers so as to create a positive attitude towards the brand.
Strenght of brand association, This depends on how the information
included in consumer memory and how that information is managed by sensory
data in the brain as part of the brand image. When consumers actively thinking
and analyzes the meaning of the information on a product or service, will create
stronger associations in consumer memory.
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The uniqueness of brand association, A brand must be unique and
interesting so that the product has a typical and difficult to imitate competitors.
The uniqueness of a product will give the impression that quite an impression the
customer retention in the uniqueness of the brand. A brand that has a characteristic
to be able to give birth to the customer's desire to learn more about the brand
dimensions contained therein.
According to Oliver (in Hurriyati 2010), loyalty is customer commitment
persist in depth to resubscribe or do the purchase of selected products or services
consistently in the future, despite the influence of circumstances and marketing
efforts could potentially lead to changes in behavior. Griffin (in Hurriyati 2010)
discloses the characteristics of loyal customers is as follows: Repurchase, make a
purchase on a regular basis. Purchases, across product and service lines (make a
purchase more product lines). Retention, showed resistance to the pull of
competitors or is not easily affected by competitor persuasion. Referral, provides a
reference for others.
From the other research the conclusion that’s always a customer is always
free to choose a smartphone that will be used. Many things that affect customer
loyalty to the smartphone selected, among them is a smartphone brand image and
brand image influence on customer loyalty. According to the limitations of this
research, brand image is the perception of the brand associated with the inherent
brand associations in consumer memory. Factors supporting the establishment of
brand image is the brand association and favorability, strength, and uniqueness of
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brand association or a positive attitude, strength, and a unique brand that can
cause so-called loyalty or customer loyalty (Keller in Ferrinadewi, 2009).
The reason why i am choosing iPhone become my object of my research
because iPhone is the third product launch as smarthphone in the world was using
touchscreen to access the phone and the first one was pioneer IBM Simon but it’s
been a long time ago the product was launch in 1994. On the second one is The
Ericsson GS88 launch in 1997. On September 7 2005, Apple
and Motorola released the ROKR E1, the first mobile phone to use iTunes. Jobs
was unhappy with the ROKR, feeling that having to compromise with a non-
Apple designer (Motorola) prevented Apple from designing the phone they
wanted to make. In September 2006, Apple discontinued support for the ROKR
and released a version of iTunes that included references to an as-yet unknown
mobile phone that could display pictures and video. Ed Zander (Motorola CEO at
the time) inspired Steve Jobs with Moto's multimedia (e.g. iTunes) plus
smartphone product concept. As a result, Apple gained a new product concept
which was named "iPhone" while Motorola ironically walked away with a limited
version of iTunes for Rokr/Slvr.
After that in 29 june 2007 iPhone is released with new innovation and with
first smartphone concept also have different concept in touchscreen than before,
so the product have much different in the last smartphone before and iPhone is the
first one launch as smarthphone concept in 2000’s and after iPhone lauch their
first product other companies following the iPhone product and because the
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product of iPhone mostly people in this world using smarthphone.
(www.beritateknologi.com/iphone/konsep).
The another reason decide iPhone was used as research object because
iPhone is the only one using iOS, AppStore, and iTunes to operation system or
download the application. (https://www.apple.com/id/education/). The other
smarthphone always using android and playstore to operating the system, So
iPhone is so differences with the others. And also presence services application
earlier than other smartphones. This application developers prefer to first launch
the application in the Apple Store (the download feature in the iPhone) than in the
other device. Usually after the next few months, then the application is launched
on the Android version. (www.maxmanroe.com).
And the reason decide Jakarta was choosen as a place of research because
Jakarta is the capital city of the country. And the most users who use iphone
products is Jakarta in Indonesia, most people in Jakarta have a high lifestyle also
they have use two mobile phones at once. And also the city of Jakarta has the
most stores of iBox in city of Indonesia to do service or make purchases. And
price of iPhone can be affordable for employee salaries in jakarta.
(http://www.makemac.com/pangsa-pasar-iphone-berjaya-di-jakarta-indonesia)
Now, people tend to look for a product looking for the brand image first,
its great for an iPhone because Apple Iphone having a good brand image. Based
on the background the researcher interesting to conduct a research about, brand
image, and quality of product towards consumer buying intention in Jakarta to
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take the tittle “The influence of Brand Image Against Loyalty Consumers On
Iphone Users In Jakarta”.
From these explanations it can be concluded that the brand image is the
consumer understanding of the brand as a whole, the confidence of consumers
towards a particular brand, and how consumers view a brand. The thing to note is
how to maintain and enhance the good brand image so that it can continue to
maintain customer loyalty. Brand image represents the overall perception of the
brand and formed of information and past experience to the brand as well as a
differentiator competitor’s products.
B. Problem Statement
Based on the background above we can say problems how to examine the
influence of brand image towards the customer loyalty in Jakarta. The researcher
under lays - Reviews These following question:
1. Is there any effect of Favorability of brand association in Brand Image on
Customer Brand Loyalty on product Apple Iphone?
2. Is there any effect of Strenght of brand association in Brand Image on
Customer Brand Loyalty on product Apple Iphone?
3. Is there any effect of Uniqueness of brand association in Brand Image on
Customer Brand Loyalty on product Apple Iphone?
4. Is there any effect of Favorability of brand association, Strenght of brand
association, Uniqueness of brand association in Brand Image on Customer
Brand Loyalty on product Apple Iphone?
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C. Objective of Study
In this objective of study, this will outline what are we ask and purpose
about this research, For more specific the study was undertake in order to:
1. To determine the effect of brand image about customer loyalty to purchase
iphone interested in jakarta
2. To determine the effect Favorability of brand association in brand image
about customer loyalty to purchase iphone interested in jakarta
3. To determine the effect Strength of brand association in brand image about
customer loyalty to purchase iphone interested in jakarta
4. To determine the effect Uniqueness of brand association in brand image
about customer loyalty to purchase iphone interested in jakarta
5. To determine and analyze the influence of the brand image of the
manufacturer to the purchasing decision and buying intention.
D. Benefit of study
This benefit of the research are divided by 2 there was theoritical is the
results of research useful gave contributions of thought or enrich concepts,
theories against science of research in accordance with the field of science in a
research and the second one is Practical have a meaning that the results of the
study useful gave contributions thought for solving problems related to a topic or
theme central of a research. The researcher will provide the following benefits.
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1. The Theoretical Benefits
a. For Consumer
This research is expected to provide benefits theoretically, at least be
useful as contribute ideas and gain knowledge on consumers, especially in
Jakarta against impulse buying iphone products.
b. For Marketers
This research is expected to provide benefits theoretically, at least be
useful as contributions to the world of marketing. And gain knowledge for
the marketing department how important brand image for consumers to re-
purchase iPhone product.
c. For Company
This research is for scientific development in the field of marketing
management learning
2. Practical Benefits
a. For Authors
Adding insight into the author of the importance of brand image on a
product especially for product iPhone, henceforth serve as a reference in
marketing the product and how to maintain brand image for a product.
b. For University
For academic research can be made as a reference in research work in
accordance with the applicable curriculum at this time.This study in addition
can be used as a reference for subsequent studies, are also expected to help
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increase the knowledge and experience that is useful for researchers to be
used as a means to implement the knowledge that has been gained during the
lecture, especially in the field of marketing with real cases .
c. For Companies
Helpful in the research results contribute ideas for the company's apple
in solving problems in the marketing department who deal with the
importance of brand image for a product.
Furthermore, the results of this study are expected to be a reference for
the preparation of the program for the marketing in solving problems in
selling the product.
d. For Researcher
This research is expected to provide benefits in a test or verify theory of
factors that can influence consumer buying behaviour especially when people
have plan to buy smart phone, and to gain knowledge in the influence of
brand image towards costumer buying behavior.
15
CHAPTER II
LITERATURE REVIEW
A. Theory Development
In this chapter is about explanation about of the theory that are having a
relation about this thesis and the researcher will start with understanding of brand
image and consumer loyalty. In the next steps the literature review intends to
elaborate a critical evaluation of the influence brand image towards consumer
buying intention among people in Jakarta.
1. Brand
Brand is an additional identity of a product that not only distinguishes it
from competitor’s products, but it is a promise or contract manufacturers trust
from the manufacturer to the consumer by guaranteeing the consistency that a
product will always be able to deliver the value expected from a product.
According to experts, the definition of the brand is: (a) Brand is the promise of a
seller to deliver a collection of properties, benefits, and specific services
consistently to the buyers (Kotler, Armstrong, 1997: 283), (b) Brand is the idea,
the word, graphic design and voice or sound symbolized products, services, and
companies that produce products and services (Janita,2005:15), (c) King in
Temporal, and Lee (2002: 46) says that the product issomething made in a factory,
the brand is something that is bought byconsumer. Products can be imitated
competitors, the brand is unique.
16
Brands can have six levels of understanding (Kotler, 2002: 460): (a)
Attribute means that the brand is reminiscent of the atibut-specific attributes, (b)
The benefits mean that the attributes need to be translated into benefits functional
and emotional, (c) Value means that the brand also reveal something about the
value of the manufacturer, (d) Culture means that the brand also represents a
particular culture, (e) Personality means that the brand also reflects the
personality, (f) Certain, (g) User means that the brand shows the type of consumer
purchase or use of the trademark.
Brands can be beneficial for customers, intermediaries, producer, and
public (Simamora, 2001: 62), as follows:
a. For the buyer, the benefits of the brand are: (a) Something to buyers about the
quality, (b) Helping the buyer's attention to the new products that benefit them.
b. For the seller, the benefits of the brand are: (a) Make it easy for sellers to
process orders and track problems arise, (b) Providing legal protection of
privilege or characteristic of the product, (c) Allowing it to attract a group of
loyal buyers and profitable, (d) Help sellers to segment the market.
c. For the community, beneficial in terms of the brand: (a) Branding allows more
reliable product quality and more consistent, (b) Improving the efficiency of
the buyer because the brand can provide information about the product and
where to buy it, (c) Increased innovation of new products, because
manufacturers are encouraged to creating new uniqueness in order to prevent
imitation by competitors.
17
According Temporal and Lee (2002: 44), the reason the brand is that
important for consumers is due to:
a. Brand gives the option
Humans and brand selection please give them the freedom to choose.
Along with her increasingly fragmented market, the company saw the
importance of giving a different option to the consumer segment different.
Brands can provide options, allowing consumers to distinguish various kinds of
companies offer.
b. Brand facilitate decision
Brands make buying decisions easier. Consumer may not know much
about a product that interested him, but the brand can make it easier to choose.
Famous brand attract more attention than those who do not, generally because
the brand is well known and trustworthy.
c. Brand guarantees quality
Consumers will choose quality products and services wherever and
whenever they are able. Once they try a brand, automatically they will equate
this experience with a certain level of quality. A pleasant experience will
produce a good memory to the brand.
d. Brand provide risk prevention
Most consumers are risk averse. They will not buy a products, if in doubt
about the results. Experience to a brand, if positive, give confidence and
comfort to buy even expensive. Brands build trust, and a great brand can really
unbelievable.
18
e. Brand provides the tools to express themselves
Brand generating opportunities for consumers to express themselves in a
variety of ways. Brands can help consumers to express socio-psychological
needs.
2. Brand Image
Brand image can be defined as a perception that appears in the minds of
consumers when considering a particular brand of product. There are several
definitions of brand image, here are some definitions of brand image according to
the experts:
According to the American marketing association in Kotler and Keller
(2008: 258) defines a brand as a name, term, sign, symbol, or design, or a
combination thereof, are intended to identify the goods or services of one seller or
group of sellers and differentiating of goods or services competitor. So, the brand
image is the symbol of the product so the consumer can know waht was the
product after seeing the symbol. According to Kotler and Armstrong (2008: 275),
the brand is a name, term, sign, emblem or design, or a combination of all these
that show the identity of the products or services of one seller or group of sellers
and differentiate the product from competitor’s products. The meaning is brand is
so important because the design of brand, the consumer can see the identity of the
product.
According Ginting (2011: 99) defines a brand is a name, term, sign,
symbol, design or combination there of for marking products or services of one
seller or group of sellers and to differentiate it from competitors. It’s means the
19
symbol of the brand is important because the product must have differentiate with
the competitors, so the competitor can not duplicate the idea in company.
According Fandi Tjiptono (1997) brand image is the description of the association
and the confidence of consumers towards a particular brand. It’s means the brand
image can make consumer more confident to use aor wearing the product.
According to (Kotler, 2008: 346) is the brand image perceptions and
beliefs made by consumers, as reflected in the associate in the memory of
consumers. Brand image is generally defined all matters related to the existing
brand memory minds of consumers. Brand image represents the entire consumer
perceptions of brands are formed because of the information and the consumer
experience to a brand (Suryani, 2008: 113).
Based on the above definition, it can be concluded that the image of the
brand is a name, term, symbol, sign, and design used by companies to differentiate
their products from competitors.
Benefits of Brand image according Tjiptono (2011: 43) brand also has the
benefit that is beneficial for producers and consumers. For manufacturers, the
brand plays an important role as:
a. Means of identification to facilitate the process of handling or tracking
products for the company, especially in the organization of preparation and
accounting records.
b. Forms of legal protection against the features or aspects of unique products.
Brands can get the protection of intellectual property. The brand name can be
protected through trademarks (registered trademarks) manufactures process
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can be protected through patents and packaging can be protected by copyright
and designs.
c. Signal level of quality for satisfied customers, so that they can easily choose
and buy it again at a later time.
d. Means to create associations and meanings uniquely differentiate their
products from those of competitors.
e. Source of competitive advantage, mainly through legal protection, customer
loyalty, and unique image formed in the minds of consumers.
f. Sources of financial returns, especially with regard to future income. For
consumers, the brand can provide a wide range of functionality and value
through a number of potential benefits.
According Sunyoto (2012: 103), explaining that giving brand name on a
product is very important and has benefits, among others:
a. For Consumers, Benefits of the brand name of a product for consumers
include: (a) Enables consumers to research products or services. For product
brands that are well known and well established, consumers seemed to have
come to believe, especially in terms of product quality, (b) Helping the
consumer or the buyer in obtaining the same quality of goods, if they are to
re-purchase as well as in price.
b. For Sellers, Benefits of the brand name of a product for the sellers include: (a)
The brand name makes it easy to process sales orders and pressing problems,
(b) Brand will also help sellers keep an eye on their markets because buyers
will not be confused.
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The division of brand image according Simamora (2004: 67) basically
brand image consists of three parts, namely:
a. Corporate image, which is something that is perceived by consumers against
companies that create products or services, such as the credibility of the
company owned network.
b. Users image, which is something that the consumer perception of the users or
using the products or services offered by the company, for example, lifestyle
and social status.
c. Product image, which is something that is perceived by consumers to the
products offered, for example, the benefits of the product, the guarantee of use.
Building a positive brand image which must be done by the company,
where the company needs to highlight the advantages of its products compared to
competitor’s products, so customers know very well the difference in the product
in question.
There are several advantages with the creation of a strong brand image that
(Simamora, 2004: 70): (a) To provide a good opportunity for a product or brand to
be able to develop themselves and better business prospects, (b) Can be a leader
or leaders of the product, so it will be able to increase sales of the company, (c)
Consumers will be more loyal to a product that has a strong product image, (d)
Create unique, so customers will easily be able to distinguish the products of
competitors, (e) Make it easier to get investors if the company wanted to develop
a company or its products, (f) It would be easier for employees to sell products
22
with the brand, (g) Helping companies achieve marketing efficiency, because the
brand has been known and remembered by customers.
Some of the reasons which led to the brand image to be important include
(Aaker in Smith and Wright, 2004: 75): (a) Able to penetrate every fence cultures
and markets, (b) Ability to create a communication interaction with consumers,
(c) Brand image is very influential shaping consumer behavior, (d) Facilitate
decision-making process of purchase by consumers, (e) Brand image will be
developed into a source of the greatest asset for the company.
According to Keller, the supporting factors the brand image of the
establishment of the can be explained as follows (in Ferrinadewi, 2009) :
Favorability of brand association, Strength of brand association, Uniqueness of
brand association.
3. Favorability of Brand Association
Favorability of brand association is one of the factors that create the brand
image is the superiority of the product, where the product is superior in
competition, This can make the consumer believe that the attributes and benefits
provided by a brand can satisfy and fulfill the needs and desires of consumers and
to create a positive attitude towards a brand. How the brand link to the consumer
brain, the company must have to carefully analyze the consumer and the
competition to determine the best positioning for the brand. This will need to
create favorable brand associations by convincing consumers that the brand
possesses relevant attributes and benefits that can satisfy their needs and wants,
such that they form positive overall brand judgements.
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Favorable associations are those that are desirable to consumers
convenient, reliable, effective, efficient, colorful, successfully delivered by the
product, and conveyed by the supporting marketing program. Desirability depends
on three factors: how relevant, how distinctive and how believable consumers find
the brand association. Deliverability also depends on three factors: 1) the actual or
potential ability of the product to perform, 2) the current or future prospects of
communicating that performance, and 3) the sustainability of the actual and
communicated performance over time. The Favorability of Brand Association
have 4 indicators such as price, design, advantage and functional. Example:
Honda Motorcycle is a Motorcycle manufacturer from Japan, Honda produces
durable motor and fuel efficient. Because of these two advantages before, Honda
became the leader of the motorcycle market in Indonesia who wanted a durable
motorcycle product (durable) and fuel efficient.
4. Strenght of Brand Association
Strength of brand association is how to build brand popularity with media
advertising. It depends on how the information is managed by sensory data in the
brain as part of the brand image. When consumers actively think about and
interpret the meaning of information in a product or service, there will be a strong
association in consumer memory.
The more deeply a person thinks about product information and relates it
to existing brand knowledge, the stronger the resulting brand associations will be.
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Two factors which are the strength of the association are the personal relevance
and consistency of which it is presented over time.
Marketing communication programs use creative communications that
causes consumers to elaborate on brand related information and relate it
appropriately to existing knowledge. They expose consumers to communications
repeatedly over time, and ensure that many retrieval cues are present as a
reminder, creating the strongest brand advisory and are particularly influential in
consumer's decisions.
In general direct experiences create the strongest brand attributes and
benefit associations and are particularly influential in consumer's decisions.
marketing communication programs use creative communications that cause
consumers to elaborate on brand related information and relate it appropriately to
existing knowledge. They expose consumers to communications repeatedly over
time, and ensure that many retrieval cues are present as reminders. The Strength
of Brand Association have 4 indicators such as experience, strength of brand,
unique of brand and positive attitude. Example: Chevrolet car company sponsors
cars in the movie "Transformer", especially with the role of robot bumblebee who
became the main robot in the film. The movie "transformer" that has always been
a box office is in the watch millions of people in the world and directly raised the
popularity and sales of Chevrolet cars.
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5. Uniqueness of Brand Association
Uniquesness of brand association Is a uniqueness that is owned by the
product, A brand must be unique and difficult to imitate the competitors. The
uniqueness of a product will give a pretty impression on the customer's memory
of the uniqueness of the brand. A brand that has a characteristic must be able to
give birth to the customer's desire to find out more the dimensions of the brand
contained in it. Strong and unique associations are critical to a brands success,
unless the brand faces no competition, it will most likely share some associations
with other brands. In actual fact shared associations can help to establish category
membership and define the scope of competition with other products and services.
Consumers may consider certain attributes or benefits prototypical and
essential to all brands within a category, and a specific brand an exemplar and
most representative. For example they may expect a running shoe to provide
support and comfort and to be able to withstand repeated wearing, and they
believe that Asics, New Balance or some other leading brand best represents a
running shoe. Another example is that consumers might expect an online retailer
to offer easy navigation, a variety of offerings, reasonable shipping options,
secure purchase procedures, responsive customer service and strict privacy
guidelines, in which case they may consider Amazon.com to be the best example
of an online retailer. Thus in most categories varying degrees of isomorphism can
occur.
Thus, in almost all cases, some product category associations will be
shared with all brands in the category. The strength of the brand associations to
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the product category is an important determinant of brand awareness and brand
image. To create the differential response which leads to customer based brand
equity, marketers need to make sure that some strongly held brand associations
are not only favorable but also unique and not shared with competing brands.
Undoubtedly unique associations help consumers choose brands. The Uniqueness
of Brand Association have 3 indicators such as logo, community and customer.
Example: Kaisar motorcycle has a unique motor function that is in the presence of
a carrier tub behind the motor, which can be used to transport gallons of water and
other heavy items. It can be concluded that the Kaisar motorcycle has uniqueness
in motor functions favored by retail traders (traders of gallon water, cooking gas,
alfamart, indomaret etc).
6. Customer Loyalty
Literally loyal means faithful, or loyalty can be interpreted as a loyalty.
This loyalty is taken without coercion, but arises from the consciousness of its
own in the past. Work done to create customer satisfaction is more likely to affect
the attitude of consumers. While the concept of customer loyalty is more to
explain to the behavior of buyers. Commitment accompanying the repeat purchase
is a situation where consumers do not want to move even though the products or
services being scarce in the market and consumers willingly recommend the
products or services to friends, family or other consumers. Understanding
customer loyalty by Fandy Tjiptono (2000: 110) is: "Customer loyalty as a
customer commitment to a brand, the store, the supplier is based on a very
27
positive attitude and is reflected in a consistent repeat purchases". According to
Amin Widjaja (2008: 6) states that:"Customer loyalty is the customer attachment
to a brand, stores, manufacturers, service providers or other entities based on a
favorable attitude and a good response as repeat purchases".
While Griffin (2005:5) states his opinion on customer loyalty, among
others: "The concept of customer loyalty is more associated with behaviors
(Behavior) than with attitude. When a person is a loyal customer, he shows
purchasing behavior is defined as the purchase of nonrandom disclosed from time
to time by some units of decision-making ".
Then Griffin (2005: 11), suggests that the increased loyalty can save costs
companies at least in 6 fields, among others: (a) Marketing costs to be reduced
(cost of acquisition of subscribers is higher than the cost of retaining customers),
(b) Transaction costs are lower, such as negotiation contacts and processing
orders, (c) Cost of customer turnover (customer turnover) to be reduced (fewer
customers lost to be replaced), (d) The success of cross-selling to be increased,
leading to greater customer share, (e) Preaching by word of mouth becomes more
positive; assuming loyal customers are also satisfied, (f) The cost of failure is
lowered (reducing rework, warranty claims, and so on).
Stages characteristics and customer loyalty, Customers demonstrate their
loyalty to a company or brand to buy repeatedly, purchase additional products
such companies, and recommend it to others. This is reinforced by statements
from Griffin (2005: 31), which states that the characteristics of loyal customers
include: (a) Perform regular repeat purchases, (b) Buy between the lines products
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and services, (c) Show immunity against the pull of competitors, (d) Refer to
others.
To become a loyal customer a consumer must go through several stages,
loyal customers is growing gradually. The process was passed in a given time
period, with compassion, and with attention given to each stage of growth. Each
stage has its specific needs. By recognizing each stage and meet the specific
needs, companies have greater opportunities to turn shoppers into loyal customers
or clients. According to Griffin (2005: 35), there are 8 stages loyalty, namely:
a. Suspect: People who might buy your products or services. In this case we
believe it or "think" they will buy but we are still not quite sure.
b. Prospects: People who need your products or services and have the ability to
buy. Although prospects have not purchased from you, he might have heard of
you, reading about you, or someone recommended you to him.
c. Prospects The Disqualification: Prospects who have learned enough to know
that they do not need, or do not have the ability to buy, your product.
d. First-time customers: People who have bought from you once. That person
could be your customers and your competitors as well as customers.
e. Repeat Customers: People who have bought from you twice or more. They
may have bought the same product twice or buy two different products or
services on two or more occasions.
f. Client: This man bought a regular basis. You have a strong and continuing
relationship, which makes it immune to the pull of competitors.
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g. Proponent: As a client, supporter buy whatever you're selling and can he used
as well as buy them regularly. However, the advocate also encourage others to
buy from you. He was talking about you, do the marketing for you, and bring
customers to you.
h. Customer or Client Lost: Someone who never become customers or clients but
do not buy back from you at least in the normal buying cycle.
1. Types of Consumer Loyalty
According to Jill Griffin (2005: 22) There are four types of loyalty appears
when the low and high classified attachment-cross pattern repeat purchase, low
and high. As for the types of consumer loyalty, namely:
a. Without Loyalty
For various reasons, there are some consumers who do not develop loyalty
or allegiance to a particular product or service. Low level of attachment with the
lower purchase rate shows the absence of an allegiance. Basically, an attempt
should avoid groups of no loyality is to be used as the target market, because they
will not become loyal customers.
b. Inertia Loyalty
Inertia loyality is a kind of consumer loyalty where the attachment is low
with high repeat purchase. Consumers who have this attitude usually buy based on
habit. The bases used for the purchase of products or services due to the ease of
situational factors. Such loyalty is usually much going on the product or service
that is often used. Examples of this loyalty visible from purchasing activities
30
gasoline made consumers near her home area and so on. Buyers with weak loyalty
vulnerable to switch to a competing product which can show a clear benefit.
Nevertheless, the company still has the possibility to change this kind of
loyalty in the form of higher loyalty through an active approach to customers and
increase the value of the difference positively received by consumers on products
and services offered to them compared to those offered by other competitors. This
can be done through an increase in hospitality services and facilities provided to
consumers.
c. Latent Loyalty
Kind of hidden loyalty is a loyalty or attachment to a relatively high level
of repeat purchase is accompanied by a low. Consumers who have an attitude of
latent loyalty repeat purchase is also based on the influence of situational factors
rather than his attitude. For example, a husband likes of European cuisine, but
have a wife who does not like European cuisine. The husband then only
occasionally visited restaurants Europe and more often went to the restaurant
where dishes guests can enjoy together.
d. Premium Loyalty
Loyalty is occurring when a high level of attachment that are aligned with
repurchase activity. Each company must be very expect loyalty from every effort
of this type of high preference. Examples of the type of loyalty premium is a sense
of pride that arise when consumers find and use the product or service and are
happy to share our knowledge and recommend it to friends, family or others.
2. Characteristics of Consumer Loyalty
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Customer loyalty is a reliable measure for predicting sales growth and
customer loyalty can also be defined by a consistent buying behavior (Griffin,
2005: 31). Here are five characteristics of consumer loyalty to note are:
a. Making a purchase on a regular basis
Consumers continue making purchases in a certain product. Example:
Apple product creator will buy a new Apple product if there is the latest, even
ordering them to be willing to pre-order or willing to queue up when there is the
latest release as iphone 7.
b. Purchase of products and services between lines
Consumers do not just buy services and the main product but consumers
also bought product lines and services from the same company. Example:
consumers do not just buy iPhone Apple products, but they also buy accessories
from iphone to smarten.
c. Refer to others
Where consumers to communicate by word of mouth (word of mouth) is
pleased with the product. Example: a Harley Davidson customers who have been
using these motors, tells of greatness and excellence of the motor, and then after
that his interested in buying a Harley Davidson to hear the story.
d. Indicates immunity to pull out of the competition
Consumers refuse to use the product or service the alternatives offered by
competitors. Example: iphone product connoisseurs refuse to use other smart
phone products and they also tend to refuse to know the advantages that other
smart phones.
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Loyal customers is an asset to the company, this can be seen by its
characteristics. Therefore, customer loyalty is one that can be relied upon to
predict future growth of a company.
B. Previous Research
The literature review tries to find out the research that already conducted
in the field and to what this thesis contribute. The following researches has been
conducted in this field :
33
Table 5.1 Previous Research
No Author of journal Title Similarity Differences Result
1 Zulkarnain and Ulfah
(2012) Department of
Management, Faculty of
Economics, University of
North Sumatra.
The influence of
packaging, quality,
brand and price to
purchase decision of
pantene shampoo at
student of Faculty of
Economics, University
of Sumatera Utara.
- This research
using data by
questionnaire and
documentation.
- Sampling technique using
a purposive sampling
method.
- Respondent only 97 people
at Faculty of Economic
University of North
Sumatera who had
purchased and using
shampoo Pantene.
-Data processing with
hypothesis testing using
linier regresion analysis.
-The results of this research showed
quality and branding have a positive and
significant effect for purchasing decision
of shampoo Pantene on Faculty of
Economic University of North Sumatera’s
students but packaging and price have a
positive but not significant effect for
purchasing decision of shampoo Pantene
on Faculty of Economic University of
North Sumatera.
2 Hadiwidjaja and
Dharmayanti (2013)
Department of Marketing
Management, Petra
Christian University.
Experiential marketing
relationship analysis,
Customer satisfaction,
customer loyalty
Starbucks Coffee at
Surabaya Town Square
-Using customer
loyalty as
dependent variable.
-This research use
regression.
-The research
method use
Quantitative Data.
-Research object.
-The place of doing
research.
-Research Methods use
Partial Least Square (PLS).
-The research method use
Causal explanatory.
-Dimensions Experential Marketing
consists of sense, feel, think, act and relate
have a significant positive effect on
customer satisfaction.
- Dimensions Experential Marketing which
has significant positive effect on customer
loyalty is a sense, think and relate
positive and significant influence of
satisfaction on loyalty so the
- High satisfaction will be higher the
loyalty of customer starbucks coffee.
34
No Author of journal Title Similarity Differences Result
3 Wijayanto, Dhiana, Warso
(2014) Department of
Management Faculty of
Economics, University
Pandanaran Semarang.
The influence of brand
image, brand reputation
And service quality to
customer loyalty Over
oil products Endurodi
spbu coco penggaron
Semarang
-Using Multiple
Linear Regression.
-Using customer
loyalty as
dependent variable.
-The research
method use
Quantitative Data.
-The place of doing
research.
-The Respondents in this
study were 72 customers
who make purchases
Enduro oil at SPBU coco
Penggaron Semarang.
-This using hypothesis
testing and simultaneous.
-This research shows that the brand image
variables have the greatest influence on
customer loyalty.
-The hypothesis that the brand image,
brand reputation and service quality
partially positive and significant impact on
customer loyalty can be accepted.
-The hypothesis that the brand image,brand
reputation and service quality
simultaneously positive and significant
impact on customer loyalty can be
accepted and service quality.
4 Anggraini and Ruzikna
(2015) University of Riau
The influence of brand
image on customer
loyalty in daily
newspaper Riau post
-Using customer
loyalty as
dependent variable.
-This research use
regression.
-Research object
-This Research put target of
selling.
-This research use simple
linear regression.
-Using purposive sampling
to collect the data.
-Variable brand image in this research
include 3 components, the brand
association, excellence association brand,
and uniqueness association this brand
interconnected and influential positive on
customer loyalty.
35
No Author of journal Title Similarity Differences Result
5 Wijayanto and Iriani
(2015)
Department of
Management, Faculty of
Economics, State
University of Surabaya.
The influence of Nike's
brand image on
consumer loyalty
-Using customer
loyalty as
dependent variable.
-This research use
regression is
Multiple linear
regression.
-The Research object.
-Using accidental
sampling. -Brand image which consists of force
association brand, profit association brands
and uniqueness association brand having a
partial significant influence of loyalty
consumers.
From the table above we can conclude that , brand image very influence customer loyalty. And also how packaging products
or how the product looks is also very influential so against the purchase of, a company must keep their brand image in order to
remain, persue and make customer keep trusted and in demand by consumers constantly. But not just brand image course viewed
from consumers there is also another as the product quality, the variant of the product, how the company promote about their
products also very influential against the purchase of these products above, So it’s really important thing to do.
36
C. Logical Framework
This research is a descriptive study was conducted to elucidate the
characteristics of the studied variables in a situation.
Consumer
Loyalty
Y1
Data Quality Test
1. Validity Test
2. Reliability Test
Hypothesis Test
6. F test
7. T test
Classic Assumption
3. Normality test
4. Multicolliniearity Test
5. Hateroscedascity Test
Multiple Linier Regression
Coefficient Determination
(Adjusted R2)
Conclusion
Recommendation
Favorability of
brand association X1
Strenght of
brand
association X2
Uniqueness of
brand association X3
BRAND IMAGE
(X)
37
D. Hypothesis
Ha1 : Favorability of brand association in Brand Image doesn’t have effect or
influence on consumer loyaty to buying intention
H01 : Favorability of brand association in Brand Image does have effect or
influence on consumer loyaty to buying intention
Ha2 : Strenght of brand association in Brand Image doesn’t have effect or
influence on consumer loyaty to buying intention
H02 : Strenght of brand association in Brand Image does have effect or influence
on consumer loyalty to buying intention
Ha3 : Uniqueness of brand association in Brand Image doesn’t have effect or
influence on consumer loyaty to buying intention
H03 : Uniqueness of brand association in Brand Image does have effect or
influence on consumer loyaty to buying intention
Ha4 : Favorability of brand association, Strenght of brand association, Uniqueness
of brand association in Brand Image doesn’t have effect or influence on
consumer loyaty to buying intention simultaneously
H04 : Favorability of brand association, Strenght of brand association, Uniqueness
of brand association in Brand Image does have effect or influence on
consumer loyaty
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CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research using quantitative method that utilize primarily data from
questioner and secondary data taken from various journal, book review, articles
and some index data. Quantitative research is an inquiry into a social problem,
explain phenomena by gathering numerical data that are analysed using
mathematically based methods e.g. in particular statistics , Aliaga and Gunderson
(2002). Quantitative research is selected cause and effect thinking, use of
measurement and observations, and test of theories, employs strategies of inquiry
such as experiments and surveys, and collects data on predetermined instruments
that yield statistical data.
For the sake of study, the researcher uses independent variable.
independent variable is what the experimenters set up in advance to make two or
more groups that are different from each other and always what happens first
before the outcome is measured (www.study.com) this research use variable such
as Brand Image (X) with sub-variable such as Favorability of brand association
(X1) and Stronght of brand association (X2) and Uniqueness of brand association
(X3) towards consumer loyality (Y1) as parameter to research with sub variable
such as repurchase, purcases across product and service lines, retention, dan
referral. This research will be conduct around at Jakarta with period February -
March 2017.
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B. Sampling Method
1. Population
The population of this study covers of people in Jakarta who make iPhone
Apple smart phone. The reason why researcher choose this population is because
researcher wants to know the influence of brand image of product towards
consumer buying intention of iPhone. Sugiyono (1997:57) gives the sense that:
“Population is the generalization region consisting of the objects or subjects that
are of a certain quantity and characteristics defined by the researchers to be
learned and then drawn conclusions”.
While Riduwan and Tita (1997: 3) says that "the entire population is the
result of a characteristic or unit of measurement which is the object of research
sample”. According to Arikunto, samples are partially or representative of the
population studied (Arikunto, 2002: 109).
2. Sample
Samples were selected using purposive sampling technique, which is a
technique of determination of the desired sample with investigators so that the
sample can represent the characteristics of the population that has been known
previously (Nursalam, 2003).
According to Arikunto (2009: 11) that: "The sample is part of the
population (in part or representative of the population studied)". While Sugiyono
mean that: "The sample is part of the number and characteristics possessed by the
population". Both experts in the above it can be concluded that: "The sample is
part of the population that have the characteristics or circumstances to be studied”.
40
Because not all data and information will be processed, and not all objects to be
studied but simply by using a sample that would represent. In this case the sample
should be representative.
The researcher take 100 sample from respondent, according to Sugiyono
(2010:74) guideline to determine sample as follows : (a) Sample size should
between 30-500 elements, (b) In the multivariate research (multiple linear
regression) the sample size should be several time large (10 times) than the
number of variables to be analyzed, (c) A simple experiment for research, with
strict control, sample size between 10 - 20 elements.
3. Characteristic of sample : (a) People who lives, working or having an affair or
have activity at Jakarta, (b) Apple iPhone smartphone user among people in
Jakarta, (c) This research will involve the people who has minimum age
between 16-55 years old.
1. Data Collection Method
Data Type, Data collection method used in this study is as follows :
1) Primary data
Primary data is data collected by the individual or organization directly
from the object under study and for the sake of the study in question to the form
of interviews, observation. ( Iwan : 2013: 10 ).
Primary data was collect through questioner. According to Malhotra
(2010:280) questioner is structure technique for data collection that consist of a
series of question, written on verbal, that respondent answer. Questioner method is
41
technique data collection that had been done with give a set of question or written
statement to the respondent to be answered ( Sugiyono 2009:199 ).
This study used a likert scale that is consists of five levels. Likert scale is
widely used a rating scale that requires that respondent to indicate agreement and
disagreement with each of series statement about the stimulus object. Typically,
each scale items has five response category , ranging from “strongly disagree to
“strongly agree” (Malhotra 2010:258).
Likert scale is to measure attuited, opinion, and perception of individuals
or groups social phenomena (Ridwuan and Enkos 2008:20) . The likert scale of
five levels to express the attuited of the respondent answer is following .
Table 6.1 Likert scale of five levels (Sekaran and Bougie,2010:258)
2) Secondary data
Sekaran and Bougie (2010:184) Secondary data obtained through
information originating in literature such as books, magazines, as well as the
source of the site to site on the internet which describes the smart phone and
netizens. It is done with the purpose of obtaining additional information and
No Range Weight
1 Strongly Agree (SA) 5
2 Agree (A) 4
3 Neutral (N) 3
4 Disagree (D) 2
5 Strongly disagree (SD) 1
42
understanding more in depth about the themes discussed in this study. In this
study research technique of taking secondary data will be used are :
a) Library study, done for collection the data with information through references
book, journals and other information which suitable according to this study.
b) Magazine about smarthphone like best sales of smarthphone in previous years
and also about this year
c) Website Apple to take information about company and browsing about data or
information that relevant in this research.
C. Data Quality Test
1. Validity Test
Validity is a characteristic of measurement concerned with the extent that a
test measures what the researcher actually wishes tool reflect true differences
among participants drawn from a population (Uma and Bougie, 2010:157).
According to Ghozali (2007:45) the validity of this research is used to measure
the legality of a questionnaire. Test validity used to measure the legal valid or
invalid of a questionnaire. A questionnaire is said valid if the questions on the
questionnaire are able to reveal something that will be on the questionnaire
measure. The total score on test validity said valid if the number of scores > 0.30
(Sugiono, 2007:178). Pearson's Product Moment if known significance for α =
0.05 and dk = 30 - 1 = 28, then rtable = 0.361
From the calculation yields valid and invalid items, by comparing rcount
with rtable. If r count is greater than r table (rc> rt) then the instrument is valid, but
43
vice versa if rcount smaller than rtable (rc <rt) then the instrument is not valid and not
used in research (Nidjo Sandjojo, 2011: 130-131)
2. Reliability Test
Sekaran and Bougie (2010:161). The reliability of a measure indicates the
extent to which it is without bias (error free) and hence ensures consistent
measurement across time and across the various items in the instrumental. In other
words, the reliability of a measure is and indication of the stability and
consistency with which the instrument measure the concept and helps to assess
“goodness” of a measure.
Reliability is the extent to which the measurements of a test remain
consistent after repetition of the subject and under the same conditions. Research
is considered to be reliable when delivering consistent results for the same
measurements. Unreliable if repeated measurements give different results. High
reliability, empirically shown by a number called reliability coefficient value.
High reliability is indicated by the value of rxx close to number 1. The general
agreement of reliability is considered satisfactory enough if ≥ 0.7.
Testing the reliability of the instrument using Cronbach Alpha formula
because the instrument of this study is in the form of questionnaires and scale.
Alpha Cronbach formula (manual) follows:
but, my research is using spss so i dont follow the formula
44
If the value of alpha> 0.7 means sufficient reliability while if alpha> 0.80
it presupposes all reliable items and all tests consistently have strong reliability.
Or, some are giving the following insight:
If alpha> 0.90 then reliability is perfect. If the alpha is between 0.70 - 0.90
then reliability is high. If alpha is 0.50 - 0.70 then moderate reliability. If alpha
<0.50 then reliability is low. If alpha is low, chances are that one or more items are
not reliable.
Types of Attitude
1. Scale Semantic Deferential
Measured scale of Semantic defferential scale developed by Osgood. This
scale is also used to measure attitudes, only the form is not a double choice nor a
checklist, but is arranged in a continuum line whose "very good" answer lies on
the right of the line, and the "very not good" answer lies on the left of the line, or
vice versa . The data obtained is the power of the interval, and usually this scale is
used to measure the attitudes / characteristics that are in possession by someone.
This scale is measure, how to calculate it from the average division of the
maximum score and minimum score
Classic Assumption
1. Normality Test
Normality test aims to test whether the regression model, the dependent
variable (customer loyalty) and independent variables uses Favorability of brand
association (X1) and Strenght of brand association (X2) and Uniqueness of brand
45
association (X3) all variable have a normal distribution or not. If the distribution
of the residual values cannot be considered to be normally distributed, then it is
said there are problems with the normality assumption.
According to Ghozali (2007:149), the principle of normality can be
detected by looking at the spread of the data (dots) on the diagonal axis of the
graph probability plots or by looking at the histogram of the residual. Basis for
decision making as follows:
a. According to Ghozali (2007: 149), the principle of normality can be detected
by looking at the spread of the data (dots) on the diagonal axis of the graph
probability plots or by looking at the histogram of the residual. Basis for
decision making as follows: diagram, if the normal curves in the graph follow
a bell shape, then the data are normally distributed.
b. While the detection of the normal probability plot on the graph if the data
(dots) spread around the diagonal line, and follow the direction of the
diagonal line, then the regression model to meet the assumption of normality.
If the spread of the data (points) do not follow the direction of the diagonal,
then the regression model did not meet the assumption of normality. This
statistical test that can be used to test the normality of the residuals is a
statistical test of non parametric.
(Ghozali, 2007: 151), Basis for decision making, when the value of the
Kolmogorov Smirnov significance greater than 0.05, it can be said to be normally
distributed data. If the value of the significance of the KS test is smaller than 0.05,
it can be said the data was not normally distributed.
46
2. Muliticollinearity Test
According to Ghozali (2007:95), multicollinearity test aims to test whether
the regression model found a correlation among the independent variables on
Brand Image (X) which is Favorability of brand association (X1) and Strenght of
brand association (X2) and Uniqueness of brand association (X3). Good
regression model should not happen correlation between the independent
variables (Favorability of brand association, Strenght of brand association and
Uniqueness of brand association), If among the independent variables correlated
with each other, then these variables are not orthogonal. To detect the presence or
absence of multicollinearity among the independent variables in regression model,
it can be seen from Tolerance and VIF value. Cutoff value commonly used to
indicate whether there is multicollinearity or not is Tolerance value ≤0.10 or equal
to VIF value ≥10.
3. Hetrocedascity Test
Heteroscedasticity test aims to test whether the regression model of the
residual variance occurs inequality an observation to other observations. If the
variance of the residuals one observations to other observations stable, it is called
different homoskedastisitas and if it is different called heteroscedasticity.
Good regression models is that happened hetroscedasticity or did not
happen hetroscedasticity (Santos 2010:238): (a) looking at the scatter plot graph,
if forming certain patterns, such as dots form a certain pattern regularly (wavy,
widened then narrowed), then heteroscedasticity indicates has occurred. If there is
47
no clear pattern, and the points spread above and below the 0 on the Y axis, then
there is no heteroscedasticity (Santoso, 2010: 240), (b) Glejser Glejser test is done
with the regressed absolute value of residuals against the independent variables on
Brand Image (X) which is [Favorability of brand association (X1) and Strenght of
brand association (X2) and Uniqueness of brand association (X3)] guideline from
Glejser test are looking at the significance level of each independent variable
(Favorability of brand association (X1) and Strenght of brand association (X2) and
Uniqueness of brand association (X3) on the dependent variable (customer
loyalty). If the significance level yield number > 0.05, it can be said regression
model does not contains any heteroscedasticity. (Ghozali, 2008: 129)
D. Hypothesis Test
1. Simultaneously Test ( F - Test )
According to Sarwono (2007:29) cited in Akbar (2014) F-test is used to
see the influence of exogenous variable to endogenous variable simultaneously.
The criteria for testing the significant level is 5% or 0.05. Step to examine the
hypothesis with F-test are as follow:
a. Calculate F-test by SPSS
b. Calculate the F table with the criteria significant level is 0.05
c. Determine the criteria of hypothesis test as follows :
1) If Ftest > F table, H 0 is rejected and H1 is accepted, it means exogenous
variable has significant influence to endogenous variable simultaneously
48
2) If F test <F table , H0 is accepted and H1 is rejected, it means exogenous
variable doesn’t have significant influence to endogenous variable
simultaneously.
2. Partial Test ( t- Test )
The t-test was conducted to test each independent variable (X) to the
dependent variable (Y), which is conducted to determine how much each variable
consumer dissatisfaction, the characteristics of the product category, and variety
seeking influence on brand switching (brand switching). Test steps are as follows
(Ghozali, 2011: 98):
a. Determining Hypothesis Formulation
1) Ho: bi = 0. That is, there is no influence of each independent variable (X)
partially on the dependent variable (Y).
2) Ha: bi ≠ 0. That is, there is the influence of each independent variable (X)
partially on the dependent variable (Y).
b. Determining the degree of probability of 95% or the 0.05 two-way (Two-tail).
c. Determine the criteria for decision-making.
1) Quick look: if the value of t > 2 (in absolute value), then Ho is rejected and Ha
accepted.
2) If the value of t < 2 (in absolute value), then Ho is accepted and Ha is rejected.
3. Multiple Linier Regression Analysis
According to Malhotra (2009:502), the regression analysis is a statistical
procedure to analyze the relationship between dependent variable and independent
49
variables. If there are two or more independent variable then using multiple linear
regression analysis. Thus it can be see how big the independent variable influence
on the independent variable .
According to Malhotra (2009:502) formulas that can be used as multiple
linear regression analysis calculation is as follow :
Y = a +b1X1 + b
2X2 + b
3X3 + e
Description :
Y = Consumer loyalty
a = Constant
X1 = Favorability of brand association
X2 = Strength of brand association
X3 = Uniqueness of brand association
b1 = regression coefficient of X1
b2 = regression coefficient of X2
b3 = regression coefficient of X3
e = error
4. Coefficient of Determination
Determination coefficient (R2) aims to measure how good model in
explaining variation of dependent variable (Ghozali, 2006.87) . Determination
coefficient score is between zero and one. Small R2 score indicates ability of
independent variable in explanation variation of dependent variable is constrained.
On the other hand, score that approaches one indicates independent variables
provide almost all information needed to predict variation of dependent variable.
50
The closer adjusted R2 score to make the better independent variable explanation
and dependent variable .
Basic weaknesses use coefficient of determination is based on the number
of independent variables entered into the model. Each additional one independent
variable affect, the R2 would increasing, no matter whether these variables affect
the dependent variables is not. Therefore., in this research used is the R square
that has been adapted adjusted R2 as for the variables used in this research.
Adjusted R2 value can rise or fail if an independent variables added into the
model.
5. Research Variables Operation
Variables in this research consist of :
a. Independent variables
According to Copper (2007:155), independent variable is the variables
manipulated by the researcher, thereby causing an effect or change on the
dependent variable. In this research as independent variables are Brand Image (X)
Favorability of brand association (X1), Strenght of brand association (X2) and
Uniqueness of brand association (X3).
b. Dependent Variables
According to Copper (2007 : 156), dependent variable is the variable
measured predicted, otherwise monitored by researcher, expected to be affected
by manipulation of independent variable is Consumer Loyalty (Y).
51
Table 3.2 Operation Variable
Variable Sub Variable Indicator Description of Indicator Scale
Brand
Image (X)
Favorability of
brand association
(X¹) (Keller in
Ferrinadewi, 2009:
166).
Price
1. iPhone Cellphone have affordable prices
2. iPhone Cellphone have a high prices
3. iPhone Cellphone have a Competitive prices
Design
4. iPhone have a good design and safety design
5. Design of product can be accepted by society well
6. iPhone has a simple design, luxury and easy to carry
anywhere and the colour is interesting
Advantage
7. Iphone make easier to communicate
8. The touchscreen on iPhone easily used and the for usage is
very fast
9. Using iphone make more confident and make increase
social status
Functional
10. Iphone used an advance technology and almost same as a
personal computer
11. Iphone is so useful in daily life like work or duty
Experience
12. Never get bored of using iPhone
13. Iphone have a good own brand impression in the hearts
that make consumer aren't interested in other brands
14. Performance of iPhone is same with consumer
expectation.
52
Variable Sub Variable Indicator Description of Indicator Scale
Strength of brand
association (X²)
(Keller in
Ferrinadewi, 2008:
166)
Uniqueness
of brand
1. iPhone is only the one has apple store , itunes and devices
siri which is very useful to consumers and superior to features
products competitors
2. iPhone has a reliable warranty card
Strength of
brand
3. iPhone have a good brand image and have difference
features with other competitor
4. The product in not easy to breakdown
5. The price of iPhone is stable and not easily down
Positive
Attitude
6.distribution network of counter services are numerous and
easily used
7. Using iPhone make people more express themselves
8. iPhone is a cellphone can be reliable and trusted
Uniqueness of
brand
association(X³)
(Keller in
Ferrinadewi, 2009:
166)
Logo
1. Logo Apple in the products of iphone having uniqueness
own compared to other competitors
2. logo Apple on the iPhone makes iPhone looks different
from other products
3. Apple logo on the iphone is very important to make people
easily remember of product
Community
4. People using iPhone because mostly people using cellphone
iPhone and celebrity mostly using iPhone
5. The frequentation of iPhone advertisement is good enough
6. make consumer to Find the information from advertisement
53
Variable Sub Variable Indicator Description of Indicator Scale
Uniqueness of
brand
association(X³)
(Keller in
Ferrinadewi, 2009:
166)
Community 7. Suitable product based on advertisement
Customer
8. Having product that can be used with people of all ages
9. Feel good to using iPhone
Customer
Loyalty (Y)
1. Showing the strength to competitors or not easily
influenced by competitors' persuasion
2. Committed to remain faithful using iphone
3. Not to buy other cellphone than except iPhone
4. Still and stay buying iPhone
5. Recommendation cellphone iPhone to people or to
community
55
CHAPTER IV
ANALYSIS
A. General Overview
IPhone is a line of smartphones designed and marketed by Apple Inc. This
company is run Apple's iOS mobile operating system. The first generation
iPhone was released on June 29, 2007. The most recent iPhone model is
the iPhone 7, which was unveiled at a special event on September 7, 2016. Apple
has released ten generations of iPhone models, each accompanied by one of the
ten major releases of the iOS operating system. The original 1st-generation
iPhone was a GSM phone and established design precedents, such as a button
placement that has persisted throughout all releases and a screen size maintained
for the next four iterations. Smartphone iPhone 3G added 3G network support,
and was followed by the 3GS with improved hardware, the 4 with a metal chassis,
higher display resolution and front-facing camera, and the 4S with improved
hardware and the voice assistant Siri. The iPhone 5 featured a taller and Apple's
newly introduced Lightning connector. In 2013, Apple released the 5S with
improved hardware and a fingerprint reader, and the lower-cost 5C, a version of
the 5 with colored plastic casings instead of metal. They were followed by the
larger iPhone 6. The iPhone 6S was introduced the following year, which featured
hardware upgrades and support for pressure-sensitive touch inputs, as well as
the SE which featured hardware from the 6S but the smaller form factor of the 5S.
In 2016, Apple unveiled the iPhone 7 and 7 Plus, which add water resistance,
56
improved system and graphics performance, a new rear dual-camera setup on the
Plus model, and new color options, while removing the 3.5 mm headphone jack
found on previous phones. In the US, the iPhone holds the largest share of the
smartphone market. As of late 2015, the iPhone had a 43.6% market share,
followed by Samsung (27.6%), LG (9.4%), and Motorola (4.8%). Indonesian
entry in Apple's target market. And in indonesia Apple became the number two
vendor in the smartphone market in Indonesia. ( https://ekbis.sindonews.com)
So This chapter describes matters relating to the data collected, and
discussion of the results of research data. Sections to be discussed include sample
overview, data quality test, classical assumption test, and data analysis using
multiple linear regression analysis.
B. Descriptive Analysis of Respondent Answer
1. Characteristics of Respondents
Respondents who were subjected in this study were 100 consumers of
Apple iphone in Jakarta. Based on the results of the research conducted from the
questionnaire, it was found that the characteristics of respondents by age, and the
level of education were as follows: Descriptive analysis of respondent answer
Table 4.1 Characteristics of Respondents by Age
No Age Quantity Percentage (%)
1 16 – 25 Years Old 6 6%
2 26 – 33 Years Old 36 36%
3 34 – 41 Years Old 21 21%
4 42 – 49 Years Old 19 19%
5 50-55 Years Old 7 7%
Total 100 100%
Source: Primary Data is process, 2017
57
Based on the data in table 4.1 above shows that the largest age of
respondents in this study is the age of 26-33 years as many as 36 people (36%)
and the smallest at the age of 16-25 years as many as 6 people. This shows that
Apple's iphone consumers in Jakarta are dominated by customers with a
productive age.
Table 4.2 Characteristics of Respondents by Level of Education
No
Level of
Education Quantity Percentage (%)
1 SHS 15 15
2 College Student 30 30
3 Bachelor Degree 55 55
Total 100 100%
Source : Primary Data is process, 2017
Based on the data in the table above shows that the largest respondents in
this study educated bachelor above is 55 people (55%). This indicates that most
Apple iphone consumers in Jakarta have an adequate level of education.
C. Validity and Reliability Test
1. Validity Test
According to Ghozali (2007:45) validity is a measurement that indicates
validity levels of an instrument. An instrument can be considered as a valid if the
validity level of particular instrument is high, while an instrument can be
acknowledge as an invalid instrument if the validity level of the instrument is low.
To get the primary data, the researcher distribute electronic questionnaire to the
respondents. The respondent in this research refers to the iPhone user among
people in Jakarta.
58
Validity test is used to measure the validity of a questionnaire. A
questionnaire is said to be valid if the question on the questionnaire is able to
reveal something that will be measured by the questionnaire.
The significance test is done by comparing the rth value with r table. In this
case the number of samples (n) = 30 and alpha = 0.05 obtained r table = 0.361. If
rcount is larger than rtabel then the question or indicator is declared valid. The result
of validity test using SPSS program on each variable in this research is as follows
Table 4.3 The Result On Validity Variable Research
No Indicator rxy rtable Criteria
No Indicator rxy rtable Criteria
1
Favorability
of brand
association
0.690 0.361 Valid
23
Uniqueness
of brand
association
0.794 0.361 Valid
2 0.685 0.361 Valid
24 0.740 0.361 Valid
3 0.563 0.361 Valid
25 0.619 0.361 Valid
4 0.571 0.361 Valid
26 0.666 0.361 Valid
5 0.419 0.361 Valid
27 0.671 0.361 Valid
6 0.616 0.361 Valid
28 0.665 0.361 Valid
7 0.595 0.361 Valid
29 0.537 0.361 Valid
8 0.753 0.361 Valid
30 0.639 0.361 Valid
9 0.747 0.361 Valid
31 0.538 0.361 Valid
10 0.697 0.361 Valid
32
Customer
loyalty
0.897 0.361 Valid
11 0.514 0.361 Valid
33 0.855 0.361 Valid
12 0.594 0.361 Valid
34 0.833 0.361 Valid
13 0.565 0.361 Valid
35 0.890 0.361 Valid
14 0.587 0.361 Valid
36 0.878 0.361 Valid
15
Strength of
brand
association
0.782 0.361 Valid
16 0.703 0.361 Valid
17 0.738 0.361 Valid
18 0.680 0.361 Valid
19 0.690 0.361 Valid
20 0.632 0.361 Valid
21 0.609 0.361 Valid
22 0.807 0.361 Valid
Source : Process Primary Data by SPPS 16,2017
59
Based on the above table looks all the items forming a valid research
variable. This means that all indicators can construct research variables.
2. Reliability Test Result
Sekaran and Bougie (2010:161). The reliability of a measure indicates the
extent to which it is without bias (error free) and hence ensures consistent
measurement across time and across the various items in the instrumental. Test
Reliability is the test used to indicate the extent to which a measurement result is
relatively consistent when the measuring instrument is used repeatedly. The test
used is with Cronbach Alpha theory. A variable is said to be reliable, if it gives a
cronbach alpha value > 0.60. The test results using SPSS program are as follows:
Table 4.4 Reliability Test Result
No Variable Cronbach's
Alpha Criteria
1 Favorability of brand
association .874 Reliable
2 Strength of brand
association .856 Reliable
3 Uniqueness of brand
association .831 Reliable
4 Consumer loyalty .836 Reliable
Based on the above table shows that the value of Cronbach's Alpha
instrument for all research variables value > 0.70 so it can be said that the
instrument in this study is reliable and feasible to use.
D. Description of Variable Research
Analysis description of research variables conducted to determine the
distribution of values of research variables. Things that will be studied in
60
discussing the description of research variables are the number of respondents in
each assessment category.
The criteria of the question is very good, good, good enough, not good,
and very not good, the maximum score for each question is 5 and the minimum
score of each question is 1. if stretched to percent then 1 is not very good =20%, 2
is not good =40%, 3 is good enough =60%, 4 is good =80%, 5 is very
good=100%. And if the index below 20 + 16 is from (80: 5)= 36 is categorized as
not very good, 36+16 = 52 if the index of numbers from 36 to 52 is categorized as
not good, 52 + 16 = 68 if the index of numbers from 52 to 68 is categorized good
enough, 68 + 16 = 84 if the index of numbers from 68 to 84 is categorized good, If
the index of numbers 84 to 100 is categorized very good.
1. Favorability of Brand Association
Variable Favorability of brand association in this research is measured by
three indicators. Description of Favorability of brand association variables based
on research results can be seen in the table below.
Table 4.5 Description Favorability of Brand Association
Favorability of Brand Association Index Criteria
Item SNA NA N A SA skor
X1.1 2 6 23 58 11 370 74.0 G
X1.2 1 7 24 60 8 367 73.4 G
X1.3 0 16 50 30 4 322 64.4 GE
X1.4 1 31 44 18 6 297 59.4 GE
X1.5 1 27 37 31 4 310 62.0 GE
X1.6 1 32 32 33 2 303 60.6 GE
X1.7 2 21 35 35 7 324 64.8 GE
X1.8 0 5 15 55 25 400 80.0 G
X1.9 0 1 23 61 15 390 78.0 G
X1.10 0 9 20 47 24 386 77.2 G
61
X1.11 4 11 53 31 1 314 62.8 GE
X1.12 13 22 32 26 7 292 58.4 GE
X1.13 0 8 29 25 38 393 78.6 G
X1.14 1 11 33 27 28 370 74.0 G
Maximum 80.0
G Minimum 58.4
Average 69.1
Favorability of brand association Is 69.1% and is included in the Good
category. Based on the above table obtained the description of the number of
items included in the category pretty good as many as 7 items, while the other 7
items included in either category. Overall Favorability of brand association
percentage index was 69.1% and included in the Good category.
2. Strength of Brand Association
Strength of brand association in this study was measured by eight
indicators. Variable Strength of brand association Based on the research results
can be seen in the table 4.6.
Table 4.6 Description Strength of Brand Association
Strength of brand association
Index Criteria Item
SNA NA N A SA Score
X2.1 3 16 39 26 16 336 67.2 GE
X2.2 1 24 35 14 26 340 68.0 GE
X2.3 3 17 28 23 29 358 71.6 G
X2.4 4 12 29 34 21 356 71.2 G
X2.5 4 10 24 35 27 371 74.2 G
X2.6 0 13 25 39 23 372 74.4 G
X2.7 0 17 32 42 9 343 68.6 G
62
X2.8 0 21 38 18 23 343 68.6 G
Maximum 74.4 G Minimum 67.2
Average 70.5
Based on the above table obtained information 2 items included in the
category good enough, 6 items included in either category. Overall Strength of
brand association percentage index is 70.5% and included in the Good category.
3. Uniqueness of Brand Association
The Uniqueness of brand association in this study was measured by 9
indicators. Variables Uniqueness of brand association Based on the research
results can be seen in the table below.
Table 4.7 Description Uniqueness of Brand Association
Uniqueness of brand association
Index Criteria Item
NSA NA N A SA Score
f f f f F
X3.1 0 15 42 31 12 340 68.0 GE
X3.2 0 15 48 16 21 343 68.6 G
X3.3 1 20 30 16 33 360 72.0 G
X3.4 3 16 26 26 29 362 72.4 G
X3.5 2 10 32 37 19 361 72.2 G
X3.6 2 19 34 32 13 335 67.0 GE
X3.7 1 17 35 25 22 350 70.0 G
X3.8 2 18 28 38 14 344 68.8 G
X3.9 1 18 39 30 12 334 66.8 GE
Maximum 72.4
G Minimum 66.8
Average 69.5
Based on the above table obtained information on the number of items
forming variables Uniqueness of brand association which included in the category
63
pretty good as much as 3 items, the remaining 6 items included in either category.
Overall Uniqueness of brand association percentage index is 69.5% and included
in the Good category.
4. Customer Loyalty
Customer Loyalty In this study measured by five indicators. Customer
Loyalty Description Based on the results of research can be seen in the table 4.8.
Table 4.8 Description Customer Loyalty
Customer Loyalty
Index Criteria Item
SNA NA N A SA Score
Y1.1 2 20 52 23 3 305 61.0 GE
Y1.2 1 31 41 21 6 300 60.0 GE
Y1.3 1 27 39 28 5 309 61.8 GE
Y1.4 1 29 33 35 2 308 61.6 GE
Y1.5 2 21 38 34 5 319 63.8 GE
Maximum 63.8
GE Minimum 60.0
Average 61.6
Based on the above table obtained information all items forming Customer
Loyalty variables included in the category well enough with a 61.6% percentage
index.
E. Classic Assumption Test
The classical assumption test studied in this research includes normality
test, multicolenierity test and hetrocedasticity test.
64
1. Normality Test
Based on the theory of statistics linear model only residue from the
regression model that must be tested its normality, while the independent variable
is assumed not the distribution function. So no need to be tested normality. The
results of the normality test results with Kolmogorov-Smirnov are as follows.
Table 4.9 Normality test result
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Kolmogorov-Smirnov Z .830
Asymp. Sig. (2-tailed) .497
a. Test distribution is Normal.
b. Calculated by data
Analysis of result of data Output :
a. Normality test data used hypothesis as follows:
H0: Data is normally distributed
H1: Data is not normally distributed
b. Criteria for acceptance H0
H0 accepted if value of sig ≥ 0,05
From the table above obtained sig value 0.497 = 49.7% ≥ 0.05, then H0
accepted. This means that unstandardized variables are normally distributed.
Normality tests can also be seen on the Normal P-Plot chart as follows.
65
Figure 4.1 Normal Chart PP-Plot
In the P-Plot chart the data appears to spread around the diagonal line and
follow the direction of the histograph line to the normal distribution pattern then
the dependent variable Y meets the assumption of normality.
2. Multicolenierity Test
Multicollonearity test aims to test whether in the regression model found a
correlation between independent variables. Good regression model does not occur
correlation between independent variables. To detect the presence or absence of
multicollonearity in the regression model is to look at the value of tolerance and
Variance Inflation Factor (VIF). If the tolerance value> 10% and VIF value <10,
then it can be concluded there is no multicollinearity between independent
variables in the regression model. Here's the calculation using SPSS 16:
66
Table 4.10 Multicolenierity Test
Coefficientsa
Model Collinearity Statistics
Tolerance VIF
1
(Constant)
X1 .798 1.253
X2 .793 1.261
X3 .762 1.312
a. Dependent Variable: Y (Consumer
Loyalty)
From the table above shows that each independent variable has a
tolerance value > 0.1 and VIF value < 10. So it can be concluded that there is no
multicollinearity among independent variables in this regression model.
3. Hetrocedasticity Test
Heteroscedasticity test aims to test whether in the regression of variance
inequality occurs from the residual of an observation to another observation.
Heteroscedasticity shows the spread of independent variables. Random
dissemination shows a good regression model. In other words, heteroscedasticity
does not occur. To test heteroskedastisitas can be done by observing the scatterplot
graph with the pattern of dots that spread above and below the Y axis. Here the
results of processing using SPSS 16:
67
Figure 4.2 Scatter plot
In the scatterplot graph it is seen that the points spread randomly and
spread both above and below the zeros on the Y axis. It can be concluded that
there is no heteroscedasticity in this regression model. In addition to observing the
scatterplot chart, the heterocedasticity test can also be performed by the Glejser
test. The glejser test is testing by regressing the residual absolute value of the
independent variable. The output of the above process is as follows.
Tale 4.11 Heteroscedasticity Test
Coefficientsa
Model t Sig.
1
(Constant) 1.727 .087
X1 -.984 .328
X2 1.453 .150
X3 -1.275 .205
a. Dependent Variable: Abs_res
68
SPSS output display results clearly show all independent variables have
sig value ≥ 0.05. So no independent variable that is statistically significant affects
the dependent variable Abs_res. So it can be concluded the regression model does
not contain any heterokedastisitas.
4. Multiple Linier Regression Analysis
Based on the analysis with SPSS 16 for Windows program obtained
multiple regression results as summarized in the following table 4.12:
Table 4.12 Multiple Regression Analysis
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
B Beta
1
(Constant) -9.924
X1 .160 2.274
X2 .367 .037
X3 .231 .070
a. Dependent Variable: Y
5. Regression Equation
Based on table 4.12 obtained by multiple regression equation as follows: Y
= -9.924 + 0.160 X1 + 0.367 X2 + 0.231 X3 Regression equation has the meaning
as follows:
a. The coefficient X1 = 0.160
If the variable Favorability of brand association increases by 1 unit then
Customer Loyalty increases 0,160.
69
b. Coefficient X2 = 0.367
If the Strength of brand association variable increases by 1 unit then
Customer Loyalty increases by 0.367.
c. Coefficient X3 = 0,231
If the variable Uniqueness of brand association increases by 1 unit then
Customer Loyalty increases 0,231.
6. Double determination Coefficient (R2)
To know the effect of free variable to dependent variable can be seen in
Summary Model table below.
Table 4.13 Determination Test
Model Summary
Model R R Square
Adjusted
R Square
Std. Error of
the Estimate
1 .756a
.572 .558 2.09965
A. Predictors: (Constant), X2, X1,X3
In the table above obtained Adjusted value R2 = 0,558 = 55,8%. This
means that the influence of Favorability of brand association, Strength of brand
association and Uniqueness of brand association to Customer Loyalty is 55,8%
and the rest influenced by other variable not included in this research.
7. Coefficient of Determination (adjusted R2 )
In addition to t test it is necessary to also find the magnitude of the
coefficient of partial determination for each independent variable. Partial
70
determination test is used to determine how big the contribution of each
independent variable to the dependent variable. Partial test results can be seen in
the table below.
Table 4.14 Coefficient Determination Test
Coefficientsa
Model r r2
X1 .407 16.6%
X2 .474 22.5%
X3 .327 10.7%
a. Dependent Variable: Y
Based on the above table, it is known that the influence of Favorability of
brand association to Customer Loyalty is 0.4072 = 16.6%. The amount of
influence Strength of brand association of Customer Loyalty is 0.4742 = 22.5%.
The amount of influence of Uniqueness of brand association to Customer Loyalty
is 0,3272 = 10,7%.
F. Hypothesis Test
1. Simultaneous Test (F-Test)
F-test shows whether all independent variables have significance influence
simultaneously towards dependent variable. F-test used to test all influence of
independent variables on the level of significant 0.6 (Sarwono 2007:45).
Hypothesis used in this research is:
1) Ha : β1,2,3,4 ≠ 0 ; there is relationship between Favorability of brand
association, Strength of brand association dan Uniqueness of brand
association simultaneously towards consumer Customer loyalty.
71
2) Ho : β1,2,3,4 = 0 ; there is no relationship between between Favorability of
brand association, Strength of brand association dan Uniqueness of brand
association simultaneously towards consumer Customer loyalty.
Table 4.15 Simultaneous Test
ANOVAb
Model Sum of
Squares Df
Mean
Square F Sig.
1
Regression 564.971 3 188.324 42.718 .000a
Residual 423.219 96 4.409
Total 988.190 99
a. Predictors: (Constant), X3,X2,X1
b. Dependent Variable: Y
In table Anova obtained value of F = 42,718 and sig = 0,000 <5% this
means independent variable Favorability of brand association, Strength of brand
association and Uniqueness of brand association simultaneously really have a
significant effect on Customer Loyalty variable. In other words independent
variables Favorability of brand association, Strength of brand association and
Uniqueness of brand association able to explain the amount of Customer Loyalty
in Jakarta.
72
2. Partial test (T test)
The t test is performed to find out whether individually (partially)
independent variables influence the dependent variable significantly or not. The
output of SPSS 16 is as follows.
Table 4.16 Partial Test
Coefficientsa
Model t Sig.
1
(Constant) -4.365 .000
X1 4.366 .000
X2 5.271 .000
X3 3.395 .001
a. Dependent Variable: Y
Hypothesis:
Ho: The independent variable has no effect on the dependent variable.
Ha: Independent variables affect the dependent variable.
Criteria for decision making:
With confidence level = 95% or (α) = 0,05. Degree of freedom (df) = n-k-1 = 100-
2-1 = 97 obtained ttable value = 1.98.
Ho accepted if - ttable ≤ tcount ≤ ttable or sig ≥ 5%
Ho is rejected if (tcount <- ttable or tcount> ttable) and sig <5%.
Statistical test results with SPSS on variable (X1) Favorability of brand
association obtained tcount = 4.366 and sig = 0.000 <5% so Ho is rejected. This
means that the variable Favorability of brand association has significant effect on
Customer Loyalty. In the variable (X2) Strength of brand association obtained
73
tcount = 5.271 and sig = 0.000 <5% so Ho is rejected. This means that Strength of
brand association variable significantly influence Customer Loyalty. In the
variable (X3) Uniqueness of brand association obtained tcount = 3.395 and sig =
0.001 <5% so Ho is rejected. This means that the variable of Uniqueness of brand
association has significant effect on Customer Loyalty.
Discussion
Based on the results of research on the influence of Brand Image
consisting of Favorability of brand association, Strength of brand association and
Uniqueness of brand association to Customer Loyalty significantly influence
Customer Loyalty, the amount of influence of these three variables to Customer
Loyalty is 55,8%. These results indicate that the three variables in the Brand
Image is a dominant factor that affects Customer Loyalty.
The results showed the benefits of brand associations in the brand image
have an effect on consumer loyalty. The magnitude of the effect of the brand's
profits on consumer loyalty is 16.6%. The iphone brand gets a good place for
consumers. The security offered by apple iphone products makes the holder feel
comfortable. Ease of network access, interesting features and security when the
iphone is lost to become the main attraction among consumers to continue to use
it. Customer loyalty as a customer commitment to a brand, the store, the supplier
is based on a very positive attitude and is reflected in a consistent repeat purchases
(Tjiptono, 2000: 110). The results of this study in accordance with research
conducted by (Paula, 2010) in his research he argued that the benefits of brand
associations affect the loyalty of consumers.
74
Elegant iphone design and its relatively easy use also become one of the
attractions for the consumers to not want to move to another product for whatever
reason. Although the price of the iphone is more expensive but the price is not
enough to be a reason to stay for iphone users to leave it. Another factor that
appeals to the apple iphone product is its practicality, according to the consumer
iphone HP is really strong and not easy to break sehigga users do not worry if her
phone fell and also iPhone durable so reliable when outdoors. Accordance of the
results of this study is the theory (Freddy Rangkuti: 2002) which says: "When
consumers assume that a particular brand is physically different from a
competitor's brand, the brand image will stick in continuous fashion so as to form
a loyalty to a particular brand called brand loyalty" .
The results showed the strength of brand associations in the brand image
influence on consumer loyalty. The amount of influence of brand association
strength to consumer loyalty is 22.5%. The results of this study in accordance with
research conducted by Ruzikna (2015), in his research he argued that brand image
has a positive effect on consumer loyalty. One factor that makes consumers so
interested in apple iphone is its uniqueness. Some apps on the iphone can not be
found on any smartphone other than on iphone. Also known as iphone iphone
different and have good quality so that consumers feel comfortable in using it.
According to Humdiana, (2005), brand associations are all about memory of a
brand. The association not only exists but also has a degree of strength.
When consumers actively think and describe the meaning of nformation in
a product or service it will create a stronger association in consumer memory.
75
Consumers look at objects of stimuli through sensations that flow through the five
senses: eyes, ears, nose, skin, and tongue. However, every consumer follows,
organizes, and manages this sensory data in their own way. Perception depends
not only on physical stimulation but also on the stimulation associated with the
surrounding environment and individual circumstances. Departing from the
strength of this brand association someone becomes more loyal to iPhone apple
products. (Kunto, 2014).
The large number of iphone outlets in Jakarta as well as good behavior
from iphone employees both when buying and selling, service to consumer to ease
of warranty claims increasing consumer loyalty on apple iphone products. Another
advantage of the iphone is the selling price of a relatively stable product seken.
Compared to other iphone products including the kind of products that rarely issue
new models so the price of the old model is not eroded. The availability of an
attractive feature-firefox in iphone products also proves that the apple iphone has
a pretty good brand power. A brand that has associations that are interconnected
will give rise to a series called the brand image. Associations that exist in a brand
can help the process of recalling information related to the brand. The more
associations that are interconnected, the stronger the brand image that the brand
has. Generally, brand associations, especially those that form brand image,
become the basis of consumers in purchasing decisions and loyalty to the brand.
(Wijayanto, 2013).
The result of research shows uniqueness of brand association in brand
image influence to consumer loyalty, the influence of uniqueness of brand
76
association to consumer loyalty is 10,7%. The number of smartphone products in
Jakarta bring citizens of Jakarta to choose products that have uniqueness. This is
done considering the uniqueness of an iphone closely related to the user prestige.
The apple iphone users feel proud when using it, confidently holding it and being
comfortable when playing it. According to Zeithaml and Mary (1996) the ultimate
goal of a company's successful relationship with its customers is to form strong
loyalty. A unique brand will make it easier for companies to recognize the product.
Unique logo apple makes this product easy to remember by the public. In
addition Jakarta also has an iphone community so that users can exchange ideas
related to apple products. IPhone does not have an identity with the age of the user
so that the iphone appel can be used by all age types. The elegant model also
becomes one of the reasons for apple users to continue to use loyalty. The
uniqueness of brand association is a competitive advantage of the brand and it
gives consumers a reason why they need to buy a particular brand (Kunto, 2014)
77
CHAPTER V
CONCLUSION AND SUGGESTIONS
A. Conclusion
Based on the results of research and discussion above can be drawn the
following conclusions:
1. Favorability of brand association in brand image has a significant effect on
Customer loyalty in Jakarta.
2. Strength of brand association in brand image has a significant effect on
Customer loyalty in Jakarta.
3. Uniqueness of brand association in brand image has a significant effect on
Customer loyalty in Jakarta.
4. Favorability of brand association, Strength of brand association and
Uniqueness of brand association in brand image have a significant effect on
Customer loyalty in Jakarta.
B. Suggestions
Suggestions given in relation to the results of this study are as follows:
1. Preferably iphone companies focus on product design improvements, so the
iPhone looks more elegant and looks comfortable. Because the increase in
design, affects on consumer loyalty in indicators of Favorability of Brand
Association. In survey of liputan 6 Indonesia, design iPhone who have the most
comfortable and consumers choose is iPhone 4. So, iPhone can make the other
78
design in similiar with iPhone 4 but more elegant like iphone 7 or same design
with iPhone 4 but make more slim like the recent release.
2. Should the managerial continues to conduct innovation so iPhone was have a
uniqueness brand where the community knew products iphone of one aspect
excellence not belong to other’s handphone products. Like the company of
Apple iPhone make iCall which had previously made iMessage is free if
message with other iphone users.
3. To further research should increase variable other to suspected affect variable
Y order to obtain the results of research more complex and it would be more
representative in predict Y. Such as more samples, and different places,
because surely there are many variable that affect such as celebrity
endorsement, brand reputation And service quality that affect consumer
loyalty.
79
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Appendix 1. Questionnaire
State Islamic University Of Jakarta
Faculty of Economics And Business
International Management Study Program
Bachelor Program
Research Questionnaire “The Influence Of
Brand Image Against Consumers Loyalty On
Iphone Users In Jakarta”
Dear ladies and gentlemen respondent's,
Previously I may say thank you for your willingness to fill this questionnaire.
I'm Anindya Rachmadhani, the final year student of International Management
Program, Faculty of Economics and Business at State Islamic University Of
Jakarta, now i'm doing this research for thesis preparation. This study aims to
determine the relationship of iPhone brand image consisting of Favorability of
brand association, Strength of brand association, Uniqueness of brand association
to consumer loyalty. For that I request your willing to participate in filling this
questionnaire completely and correctly so that the scientific information presented
can be accounted for and achieved the desired results. From the information i'm
received from this questionnaire is confidential and is only used for academic
purposes. For your attention and assistance, I said thank you.
Part I: Identity of Respondents
Name of Respondent :
Gender : M / F
Age :
Last education :
Part II: Likert scale of Questionnaire / Screening Question
Likert scale of five levels (Sekaran and Bougie,2010:258)
No Range Weight
1 Strongly Agree (SA) 5
2 Agree (A) 4
3 Netral (N) 3
4 Not Agree (NA) 2
5 Strongly Not Agree (SNA) 1
Part III: Brand Image consisting of Favorability of Brand Association,
Strength of Brand Association, Uniqueness of Brand Association to
Consumer Loyalty
Variable Sub Variable Indicator Description of Indicator Scale
Brand
Image
(X)
Favorability of
brand
association
(X¹)
Price
1. iPhone Cellphone have affordable
prices
2. iPhone Cellphone have a high
prices
3. iPhone Cellphone have a
Competitive prices
Design
4. iPhone have a good design and
safety design
5. Design of product can be accepted
by society well
6. iPhone has a simple design , luxury
and easy to carry anywhere and the
colour is so interesting
Advantage
7. Iphone make easier to communicate
8. The touchscreen on iPhone easily
used and the for usage is very fast
9. Using iphone make more confident
and make increase social status
Functional
10. Iphone used an advance
technology and almost same as a
personal computer
11. Iphone is so useful in daily life like
work or duty
Experience
12. Never get bored of using iPhone
13. Iphone have a good own brand
impression in the hearts that make
consumer aren't interested in other
brands
14. Performance of iPhone is same
with consumer expectation.
Variable Sub Variable Indicator Description of Indicator Scale
Strength of
brand
association
(X²)
Uniqueness
of brand
1. iPhone is only the one has apple
store , itunes and devices siri which
is very useful to consumers and
superior to features products
competitors
2. iPhone has a reliable warranty
card
Strength of
brand
3. iPhone have a good brand image
and have difference features with
other competitor
4. The product in not easy to
breakdown
5. The price of iPhone is stable and
not easily down
Positive
Attitude
6.distribution network of counter
services are numerous and easily
used
7. Using iPhone make people more
express themselves
8. iPhone is a cellphone can be
reliable and trusted
Uniqueness of
brand
association(X³)
Logo
1. Logo Apple in the products of
iphone having uniqueness own
compared to other competitors
2. logo Apple on the iPhone makes
iPhone looks different from other
products
3. Apple logo on the iphone is very
important to make people easily
remember of product
Community
4. People using iPhone because
mostly people using cellphone
iPhone and celebrity mostly using
iPhone
5. The frequentation of iPhone
advertisement is good enough
6. make consumer to Find the
information from advertisement
7. Suitable product based on
advertisement
Customer
8. Having product that can be used
with people of all ages
9. Feel good to using iPhone
Customer 1. Satisfied of using iPhone
Loyalty
(Y)
2. Committed to remain faithful
using iphone
3. Not to buy other cellphone than
except iPhone
4. Still and stay buying iPhone
5. Recommendation cellphone
iPhone to people or to community
Thanks for participating
Have a nice day!
Appendix 2. Questionnaire Data Tabulation 100 Respondents
Variable X Brand Image (Favorability of brand association, Strength of brand
association, Uniqueness of brand association), Variable Y (Costumer loyalty) and
Respondent Characteristic
Favorability of brand association
No Code of
respondent
X1 Total
1 2 3 4 5 6 7 8 9 10 11 12 13 14
1 R-1 2 2 2 2 3 3 2 3 3 2 4 2 3 2 35
2 R-2 1 2 2 2 2 2 2 2 3 2 2 4 2 3 31
3 R-3 4 4 2 2 3 2 4 3 3 3 3 5 3 3 44
4 R-4 4 4 4 3 4 4 3 3 4 4 4 2 4 3 50
5 R-5 4 3 4 4 4 4 4 5 5 5 4 4 4 4 58
6 R-6 4 4 4 4 4 4 3 5 4 5 4 4 5 3 57
7 R-7 4 4 4 4 4 3 4 4 5 5 4 3 3 3 54
8 R-8 4 3 2 2 2 2 3 3 3 2 3 3 4 4 40
9 R-9 3 4 3 3 4 4 4 5 5 5 2 1 3 2 48
10 R-10 4 4 3 3 3 3 4 4 4 4 3 3 5 4 51
11 R-11 4 4 3 3 3 4 2 4 4 3 3 1 5 5 48
12 R-12 4 4 3 2 3 3 3 5 4 5 4 2 3 3 48
13 R-13 3 3 2 3 2 2 2 4 3 5 3 3 5 5 45
14 R-14 4 4 3 4 2 3 3 4 4 4 4 4 5 4 52
15 R-15 4 5 4 4 3 3 3 4 4 4 4 4 4 3 53
16 R-16 5 3 4 3 4 4 4 4 4 3 4 3 5 5 55
17 R-17 3 4 4 3 3 4 3 4 4 4 2 1 3 4 46
18 R-18 3 4 3 3 2 2 2 4 3 3 3 3 2 3 40
19 R-19 5 4 3 3 3 3 5 4 4 4 4 5 5 4 56
20 R-20 4 4 2 2 3 3 4 4 4 4 4 2 5 2 47
21 R-21 4 3 2 2 3 2 4 4 4 4 3 1 5 4 45
22 R-22 5 4 4 3 4 3 4 5 5 5 3 2 4 4 55
23 R-23 4 3 3 2 2 2 2 3 3 2 2 4 3 3 38
24 R-24 3 4 4 3 2 2 3 4 4 5 2 1 3 3 43
25 R-25 3 3 4 2 4 4 4 3 4 4 2 1 3 3 44
26 R-26 3 4 3 4 2 3 4 5 4 5 3 3 5 2 50
27 R-27 4 4 3 2 2 2 3 3 3 3 5 4 3 4 45
28 R-28 4 5 3 3 4 2 4 5 5 5 3 3 5 5 56
29 R-29 4 4 4 3 3 3 5 4 4 4 3 4 3 4 52
30 R-30 2 4 3 3 4 4 4 4 4 4 4 2 3 5 50
31 R-31 4 4 4 2 2 3 3 4 4 4 3 4 5 5 51
32 R-32 4 3 3 2 2 2 2 4 5 4 3 4 5 5 48
33 R-33 3 4 3 3 3 3 4 4 5 4 3 2 3 4 48
34 R-34 4 4 2 3 3 4 3 4 4 4 3 3 4 3 48
35 R-35 4 4 4 3 3 3 3 4 4 4 2 1 4 2 45
36 R-36 4 3 3 3 4 3 2 4 5 4 3 4 4 5 51
37 R-37 4 4 3 3 3 3 3 3 4 4 3 1 2 2 42
38 R-38 4 4 2 3 2 2 3 2 2 2 3 3 3 4 39
39 R-39 4 3 3 3 2 2 4 4 4 3 3 1 5 5 46
40 R-40 4 4 3 2 4 2 3 5 5 5 2 2 5 3 49
41 R-41 4 4 3 2 3 3 3 4 3 5 3 2 2 5 46
42 R-42 4 3 3 4 3 4 3 5 3 5 4 1 4 2 48
43 R-43 4 4 2 2 2 3 4 3 3 3 3 1 5 3 42
44 R-44 3 3 3 3 2 2 4 3 3 3 4 1 2 2 38
45 R-45 4 3 4 3 3 4 3 4 4 4 3 5 4 5 53
46 R-46 4 4 3 3 2 4 3 4 4 4 4 3 3 4 49
47 R-47 4 4 3 3 2 3 2 4 4 4 3 2 3 4 45
48 R-48 4 3 4 2 3 2 2 4 3 3 3 4 3 4 44
49 R-49 5 5 3 2 2 2 2 4 4 3 3 1 3 3 42
50 R-50 3 4 4 2 3 3 2 4 4 3 3 4 5 3 47
51 R-51 4 4 4 2 4 2 3 4 4 4 3 2 4 4 48
52 R-52 4 4 3 5 5 3 4 5 5 5 4 4 5 4 60
53 R-53 3 4 3 3 2 2 2 4 4 3 3 3 5 3 44
54 R-54 4 3 3 3 3 3 3 4 4 3 2 5 5 5 50
55 R-55 4 4 5 3 4 3 4 5 5 4 3 4 3 3 54
56 R-56 4 4 4 2 3 3 4 4 4 4 1 2 3 3 45
57 R-57 3 4 4 3 2 2 3 4 4 4 1 2 3 2 41
58 R-58 5 5 3 5 4 4 5 5 5 5 3 3 5 5 62
59 R-59 3 3 2 3 4 2 3 5 4 5 4 4 5 5 52
60 R-60 4 4 4 2 3 2 3 4 4 4 4 4 5 5 52
61 R-61 4 4 3 4 3 2 3 4 4 5 4 3 4 5 52
62 R-62 4 4 3 4 3 3 3 5 4 5 3 4 5 5 55
63 R-63 4 4 3 3 3 4 3 5 4 4 4 2 5 3 51
64 R-64 4 4 3 3 3 4 2 5 4 4 4 2 4 3 49
65 R-65 3 4 2 2 2 2 3 3 3 3 3 2 3 2 37
66 R-66 5 4 5 4 3 4 2 5 4 4 3 2 3 4 52
67 R-67 4 3 4 3 3 4 3 5 4 5 2 3 5 3 51
68 R-68 4 4 4 2 4 4 2 4 5 5 3 4 4 5 54
69 R-69 5 4 4 4 5 3 2 4 4 3 2 3 4 5 52
70 R-70 3 4 3 3 4 3 3 5 4 4 3 5 5 4 53
71 R-71 5 4 4 3 3 4 4 4 4 5 4 2 3 3 52
72 R-72 3 4 2 3 2 1 2 2 3 2 3 3 4 5 39
73 R-73 4 4 3 2 3 2 4 4 4 3 4 3 4 5 49
74 R-74 4 4 3 4 2 4 3 5 4 5 4 3 5 4 54
75 R-75 1 2 2 2 3 2 4 3 3 4 1 2 2 2 33
76 R-76 4 3 4 3 4 3 4 4 4 4 3 5 4 3 52
77 R-77 3 3 3 2 3 2 1 2 3 2 3 4 3 4 38
78 R-78 4 3 4 5 4 2 3 3 4 4 3 4 5 4 52
79 R-79 4 4 3 5 4 2 2 4 4 5 3 3 2 4 49
80 R-80 2 1 2 2 2 3 2 4 3 3 1 2 5 3 35
81 R-81 4 4 3 2 3 2 3 4 5 4 3 4 4 5 50
82 R-82 4 4 3 3 3 4 3 5 4 4 4 3 4 3 51
83 R-83 4 3 3 3 3 3 3 5 4 4 3 3 3 4 48
84 R-84 2 2 2 1 2 3 4 5 4 4 3 3 2 3 40
85 R-85 2 4 3 3 2 2 1 2 3 2 4 3 3 3 37
86 R-86 3 2 3 3 4 4 4 4 3 4 3 2 4 4 47
87 R-87 2 2 3 2 1 2 2 3 3 3 3 3 5 4 38
88 R-88 3 3 3 5 4 4 4 3 3 3 3 3 4 3 48
89 R-89 4 4 4 4 4 4 5 4 4 4 3 2 3 3 52
90 R-90 5 4 4 5 5 4 4 5 4 4 4 5 4 5 62
91 R-91 5 4 4 4 4 4 4 4 4 4 3 3 5 5 57
92 R-92 4 3 5 3 4 4 4 5 4 4 4 4 5 1 54
93 R-93 4 4 3 2 3 4 5 4 4 4 3 3 5 5 53
94 R-94 3 5 3 4 5 5 4 4 3 4 3 3 5 5 56
95 R-95 3 5 3 4 4 4 4 4 4 3 3 3 5 4 53
96 R-96 4 5 3 4 4 3 4 4 5 4 4 3 4 5 56
97 R-97 3 3 3 3 4 4 5 4 4 4 3 4 5 3 52
98 R-98 3 2 3 2 2 4 4 4 4 4 4 4 3 3 46
99 R-99 4 4 4 4 4 4 5 4 4 5 3 4 5 3 57
100 R-100 5 5 5 3 4 5 4 4 4 2 4 3 4 5 57
Strength of brand association
No
Code of
responde
nt
X2 (Strength of brand association) Total
1 2 3 4 5 6 7 8
1 R-1 3 3 5 3 4 3 2 5 28
2 R-2 3 4 3 3 3 3 5 5 29
3 R-3 3 3 5 3 4 4 2 3 27
4 R-4 3 5 5 5 5 2 4 3 32
5 R-5 4 3 4 2 5 5 4 3 30
6 R-6 4 2 3 4 1 5 4 4 27
7 R-7 3 2 1 5 5 4 5 4 29
8 R-8 2 2 5 2 5 5 3 3 27
9 R-9 5 4 4 2 5 5 3 3 31
10 R-10 2 5 5 5 3 2 2 3 27
11 R-11 3 3 5 3 3 3 2 3 25
12 R-12 3 3 4 3 4 4 2 2 25
13 R-13 5 2 5 5 5 3 3 3 31
14 R-14 4 5 3 4 5 4 2 2 29
15 R-15 3 4 4 3 5 4 4 3 30
16 R-16 4 5 3 5 3 4 4 2 30
17 R-17 4 3 4 3 1 5 5 5 30
18 R-18 3 3 3 3 4 4 4 2 26
19 R-19 4 2 5 2 5 3 5 4 30
20 R-20 5 2 4 2 5 2 4 2 26
21 R-21 2 5 5 3 3 3 4 3 28
22 R-22 5 5 4 4 4 2 2 3 29
23 R-23 4 4 3 1 4 3 4 3 26
24 R-24 2 3 4 4 1 2 3 3 22
25 R-25 5 4 3 4 3 4 3 2 28
26 R-26 3 2 3 3 4 4 4 3 26
27 R-27 3 2 5 2 2 3 4 4 25
28 R-28 3 5 3 1 5 5 3 3 28
29 R-29 4 5 5 4 3 4 3 3 31
30 R-30 2 5 2 5 5 2 4 4 29
31 R-31 3 3 3 1 3 3 5 3 24
32 R-32 3 2 3 2 2 3 3 4 22
33 R-33 3 4 4 4 4 2 3 3 27
34 R-34 5 3 5 3 3 5 2 3 29
35 R-35 3 5 2 4 2 5 4 3 28
36 R-36 4 4 4 3 2 2 4 4 27
37 R-37 3 3 3 3 2 5 2 2 23
38 R-38 2 4 4 4 3 3 4 2 26
39 R-39 2 3 3 3 4 2 3 2 22
40 R-40 4 3 3 2 3 5 3 3 26
41 R-41 2 2 2 4 4 5 3 4 26
42 R-42 1 3 2 2 3 5 5 5 26
43 R-43 2 2 1 5 4 3 3 3 23
44 R-44 4 5 4 5 5 5 2 2 32
45 R-45 4 3 2 3 5 5 3 3 28
46 R-46 3 3 2 5 4 3 4 2 26
47 R-47 2 3 2 5 2 2 4 2 22
48 R-48 3 4 4 3 3 3 3 3 26
49 R-49 4 3 2 5 2 3 2 2 23
50 R-50 2 3 3 3 3 3 3 4 24
51 R-51 5 3 3 5 3 3 4 4 30
52 R-52 2 3 3 3 3 4 3 5 26
53 R-53 4 5 2 4 5 3 3 2 28
54 R-54 5 5 4 4 5 4 4 2 33
55 R-55 5 4 4 5 4 5 4 3 34
56 R-56 1 3 2 5 4 2 2 5 24
57 R-57 3 5 3 3 3 4 3 3 27
58 R-58 5 4 5 1 4 5 3 4 31
59 R-59 2 2 2 4 4 3 4 5 26
60 R-60 3 5 4 5 5 4 4 5 35
61 R-61 3 2 2 5 4 4 4 5 29
62 R-62 4 3 5 4 4 4 4 3 31
63 R-63 5 3 4 4 4 4 3 3 30
64 R-64 3 3 2 3 4 4 4 5 28
65 R-65 3 2 3 3 2 5 3 2 23
66 R-66 1 3 3 2 4 4 5 5 27
67 R-67 3 3 5 3 5 4 5 2 30
68 R-68 3 2 3 5 3 2 4 3 25
69 R-69 3 3 4 5 5 3 3 2 28
70 R-70 5 3 3 5 4 5 3 3 31
71 R-71 3 3 4 4 5 2 4 2 27
72 R-72 3 3 3 3 1 4 4 5 26
73 R-73 5 5 3 3 2 4 3 4 29
74 R-74 2 3 2 4 3 3 3 5 25
75 R-75 3 2 2 4 3 4 3 5 26
76 R-76 4 5 4 4 5 3 3 4 32
77 R-77 3 2 5 4 3 5 4 5 31
78 R-78 4 2 5 4 4 4 4 4 31
79 R-79 2 1 5 2 2 3 2 2 19
80 R-80 2 2 5 2 5 4 4 4 28
81 R-81 4 5 4 4 4 5 2 5 33
82 R-82 3 5 3 3 4 4 2 5 29
83 R-83 3 3 4 3 4 3 2 3 25
84 R-84 3 2 5 4 4 4 4 3 29
85 R-85 3 2 3 4 3 3 4 3 25
86 R-86 4 2 2 5 4 4 4 3 28
87 R-87 5 5 1 4 5 5 4 5 34
88 R-88 4 4 5 3 4 4 3 5 32
89 R-89 5 2 3 3 5 4 4 3 29
90 R-90 4 4 5 4 5 4 3 3 32
91 R-91 3 3 4 4 4 4 4 2 28
92 R-92 3 5 5 4 5 5 4 5 36
93 R-93 3 5 5 4 3 4 3 4 31
94 R-94 4 4 5 5 4 4 4 5 35
95 R-95 4 5 5 4 4 4 3 5 34
96 R-96 4 5 5 4 4 4 4 4 34
97 R-97 4 5 5 4 4 4 4 5 35
98 R-98 3 3 3 3 3 4 4 3 26
99 R-99 4 2 2 4 4 4 5 4 29
100 R-100 5 5 5 4 5 5 2 3 34
Uniqueness of brand association
No Code of
respondent
X3 (Uniqueness of brand association) TOTAL
1 2 3 4 5 6 7 8 9
1 R-1 3 5 5 3 5 3 5 3 4 36
2 R-2 3 3 3 5 3 4 4 2 5 32
3 R-3 4 4 3 5 4 3 3 3 3 32
4 R-4 4 3 5 4 3 3 4 4 3 33
5 R-5 5 5 5 4 3 4 5 4 5 40
6 R-6 5 5 4 4 4 3 5 5 4 39
7 R-7 4 5 3 4 4 3 3 4 4 34
8 R-8 2 3 2 5 4 2 3 3 3 27
9 R-9 2 3 3 2 3 5 5 5 4 32
10 R-10 4 3 4 5 4 5 2 4 2 33
11 R-11 2 3 2 3 3 3 4 3 4 27
12 R-12 3 2 3 4 3 3 4 2 2 26
13 R-13 3 2 2 3 3 3 5 4 3 28
14 R-14 4 5 5 5 3 4 2 1 4 33
15 R-15 3 4 5 5 3 3 2 4 3 32
16 R-16 4 3 5 4 4 4 3 4 4 35
17 R-17 4 5 3 4 4 4 4 2 4 34
18 R-18 5 3 4 2 3 3 1 3 3 27
19 R-19 4 3 5 3 4 3 4 4 3 33
20 R-20 2 2 2 4 3 3 2 4 4 26
21 R-21 3 3 5 5 4 4 3 2 4 33
22 R-22 4 5 5 4 5 2 2 3 3 33
23 R-23 4 3 3 3 2 2 3 4 3 27
24 R-24 3 3 2 3 4 2 4 4 3 28
25 R-25 3 5 4 5 4 5 3 2 2 33
26 R-26 3 3 3 4 3 3 5 4 3 31
27 R-27 5 2 4 4 2 4 3 3 4 31
28 R-28 3 4 3 3 5 2 2 4 5 31
29 R-29 4 4 5 5 2 3 4 4 2 33
30 R-30 4 5 5 2 3 2 2 3 3 29
31 R-31 3 3 5 3 5 5 4 4 2 34
32 R-32 3 3 3 2 3 4 3 3 3 27
33 R-33 4 3 4 3 4 4 5 3 2 32
34 R-34 4 3 5 3 3 4 2 4 4 32
35 R-35 2 2 3 3 4 4 4 2 4 28
36 R-36 3 3 3 4 3 4 4 3 3 30
37 R-37 2 3 5 5 4 2 2 2 3 28
38 R-38 2 3 2 3 5 3 3 3 3 27
39 R-39 4 4 3 3 4 4 2 4 2 30
40 R-40 4 3 3 3 4 4 4 2 5 32
41 R-41 2 4 3 2 3 5 4 3 4 30
42 R-42 2 3 5 1 5 2 5 2 3 28
43 R-43 4 2 2 2 2 1 3 3 5 24
44 R-44 3 2 1 5 5 4 5 4 5 34
45 R-45 4 3 2 5 5 4 5 5 4 37
46 R-46 3 3 4 2 5 3 5 3 4 32
47 R-47 3 4 3 3 3 4 3 3 3 29
48 R-48 4 5 5 5 1 2 3 2 4 31
49 R-49 3 4 3 3 1 2 4 3 3 26
50 R-50 5 3 5 2 5 2 2 4 4 32
51 R-51 3 3 2 5 2 2 5 4 4 30
52 R-52 3 3 3 3 3 4 3 3 3 28
53 R-53 5 3 3 3 3 2 3 2 3 27
54 R-54 3 5 2 4 5 4 3 3 4 33
55 R-55 4 5 5 5 4 4 4 3 3 37
56 R-56 5 2 3 4 2 2 5 4 2 29
57 R-57 3 3 3 3 4 3 5 3 4 31
58 R-58 3 3 5 5 5 5 4 4 2 36
59 R-59 3 5 3 2 3 4 3 2 4 29
60 R-60 3 4 5 5 5 4 4 1 2 33
61 R-61 3 5 4 5 4 4 5 4 3 37
62 R-62 3 4 3 5 3 3 2 5 2 30
63 R-63 3 3 4 3 3 3 3 5 4 31
64 R-64 4 3 5 3 3 4 4 3 3 32
65 R-65 3 3 3 4 2 3 3 4 5 30
66 R-66 4 4 3 4 4 3 4 4 3 33
67 R-67 2 2 3 3 3 3 2 2 5 25
68 R-68 4 3 2 5 4 5 3 4 3 33
69 R-69 4 2 2 2 3 5 5 4 3 30
70 R-70 2 4 4 4 5 3 3 3 4 32
71 R-71 4 3 3 5 4 2 4 4 5 34
72 R-72 2 3 5 2 3 2 2 4 5 28
73 R-73 3 3 3 4 4 3 4 3 3 30
74 R-74 3 3 2 5 4 3 3 3 3 29
75 R-75 2 2 5 3 4 1 2 4 2 25
76 R-76 4 4 5 4 3 4 3 3 3 33
77 R-77 4 2 2 3 2 2 5 5 3 28
78 R-78 5 5 5 4 4 3 3 3 3 35
79 R-79 3 5 5 2 3 3 3 4 2 30
80 R-80 4 3 5 5 3 3 3 2 1 29
81 R-81 4 3 2 4 5 5 3 5 4 35
82 R-82 3 4 4 1 3 5 3 4 2 29
83 R-83 3 2 4 3 3 3 2 5 2 27
84 R-84 5 5 4 2 4 2 3 5 3 33
85 R-85 3 3 5 3 5 4 4 4 4 35
86 R-86 2 2 2 5 2 3 3 2 3 24
87 R-87 4 2 3 1 4 4 5 4 5 32
88 R-88 2 5 5 5 4 4 5 4 3 37
89 R-89 3 3 5 5 4 3 4 2 2 31
90 R-90 3 3 5 5 4 5 4 5 2 36
91 R-91 3 3 2 4 5 3 3 4 3 30
92 R-92 3 3 3 4 4 5 2 5 4 33
93 R-93 3 3 4 2 4 4 5 5 4 34
94 R-94 5 3 2 2 4 5 3 4 3 31
95 R-95 5 5 4 4 5 2 5 4 3 37
96 R-96 3 5 5 5 4 4 4 5 4 39
97 R-97 3 3 2 4 2 3 3 2 3 25
98 R-98 3 4 4 4 4 3 3 5 5 35
99 R-99 4 4 5 5 5 4 5 3 4 39
100 R-100 5 5 2 2 4 4 3 2 2 29
Costumer loyalty
No Code of
respondent
Y(Costumer loyalty) TOTAL
1 2 3 4 5
1 R-1 2 2 3 3 2 12
2 R-2 2 2 2 2 2 10
3 R-3 2 2 3 2 4 13
4 R-4 4 3 4 4 3 18
5 R-5 4 4 4 4 4 20
6 R-6 4 4 4 4 3 19
7 R-7 4 4 4 3 4 19
8 R-8 2 2 2 2 3 11
9 R-9 3 3 4 4 4 18
10 R-10 3 3 3 3 4 16
11 R-11 3 3 3 4 2 15
12 R-12 3 2 3 3 3 14
13 R-13 2 3 2 2 2 11
14 R-14 3 4 2 3 3 15
15 R-15 4 4 3 3 3 17
16 R-16 4 3 4 4 4 19
17 R-17 4 3 3 4 3 17
18 R-18 3 3 2 2 2 12
19 R-19 3 3 3 3 5 17
20 R-20 2 2 3 3 4 14
21 R-21 2 2 3 2 4 13
22 R-22 4 3 4 3 4 18
23 R-23 3 2 2 2 2 11
24 R-24 4 3 2 2 3 14
25 R-25 4 2 4 4 4 18
26 R-26 3 4 2 3 4 16
27 R-27 3 2 2 2 3 12
28 R-28 3 3 4 2 4 16
29 R-29 4 3 3 3 5 18
30 R-30 3 3 4 4 4 18
31 R-31 4 2 2 3 3 14
32 R-32 3 2 2 2 2 11
33 R-33 3 3 3 3 4 16
34 R-34 2 3 3 4 3 15
35 R-35 4 3 3 3 3 16
36 R-36 3 3 4 3 2 15
37 R-37 3 3 3 3 3 15
38 R-38 2 3 2 2 3 12
39 R-39 3 3 2 2 4 14
40 R-40 3 2 4 2 3 14
41 R-41 3 2 3 3 3 14
42 R-42 3 4 3 4 3 17
43 R-43 2 2 2 2 1 9
44 R-44 4 4 5 4 4 21
45 R-45 4 3 3 4 3 17
46 R-46 3 3 2 4 3 15
47 R-47 3 3 2 3 2 13
48 R-48 4 2 3 2 2 13
49 R-49 3 2 2 2 2 11
50 R-50 4 2 3 3 2 14
51 R-51 2 2 1 2 3 10
52 R-52 1 2 2 1 2 8
53 R-53 3 3 2 2 2 12
54 R-54 3 3 3 3 3 15
55 R-55 5 4 4 5 4 22
56 R-56 2 2 3 3 1 11
57 R-57 4 3 2 2 3 14
58 R-58 3 5 4 4 5 21
59 R-59 2 3 4 2 3 14
60 R-60 4 5 5 4 4 22
61 R-61 3 4 3 2 3 15
62 R-62 2 4 3 4 4 17
63 R-63 3 3 3 4 3 16
64 R-64 3 3 3 4 2 15
65 R-65 2 2 2 2 3 11
66 R-66 5 4 3 4 2 18
67 R-67 4 3 3 4 3 17
68 R-68 4 2 4 4 2 16
69 R-69 3 2 2 3 2 12
70 R-70 3 3 4 3 3 16
71 R-71 4 3 3 4 4 18
72 R-72 1 1 2 3 2 9
73 R-73 3 2 3 2 4 14
74 R-74 3 4 2 4 3 16
75 R-75 3 2 3 2 4 14
76 R-76 4 3 4 3 4 18
77 R-77 3 2 3 4 3 15
78 R-78 3 2 4 2 3 14
79 R-79 3 2 2 2 2 11
80 R-80 2 2 2 3 2 11
81 R-81 3 2 3 2 3 13
82 R-82 3 3 3 4 3 16
83 R-83 3 3 3 3 3 15
84 R-84 2 3 3 3 4 15
85 R-85 3 3 2 2 3 13
86 R-86 2 3 3 4 4 16
87 R-87 3 4 4 4 4 19
88 R-88 3 4 3 4 4 18
89 R-89 3 4 4 5 4 20
90 R-90 3 5 4 4 5 21
91 R-91 2 4 4 4 4 18
92 R-92 3 4 4 4 5 20
93 R-93 5 4 4 3 3 19
94 R-94 3 4 4 4 4 19
95 R-95 3 5 5 3 4 20
96 R-96 2 5 5 4 4 20
97 R-97 3 4 4 3 3 17
98 R-98 3 3 3 3 4 16
99 R-99 3 5 5 3 4 20
100 R-100 3 3 4 4 3 17
Appendix 3. Characteristics of Respondents
No. Name Gender Age Last Education
1 Desi F 18 SHS
2 Dara F 24 College Student
3 Tami F 17 SHS
4 Adam M 17 SHS
5 Seto M 17 SHS
6 Julia F 18 SHS
7 Alvian M 26 College Student
8 Fa'ad M 30 Bachelor Degree
9 Faris M 26 Bachelor Degree
10 Okta F 33 Bachelor Degree
11 Nisa F 26 Bachelor Degree
12 Natasha F 27 Bachelor Degree
13 Kirana F 25 SHS
14 Zaka M 29 Bachelor Degree
15 Arif M 29 Bachelor Degree
16 william M 30 SHS
17 Elfitra M 29 Bachelor Degree
18 Falah M 26 Bachelor Degree
19 Adza F 25 SHS
20 Larin F 26 College Student
21 Fanya F 26 College Student
22 Ara F 30 Bachelor Degree
23 Austin F 27 SHS
24 Dauriel M 28 Bachelor Degree
25 Ajung M 29 Bachelor Degree
26 Faras F 25 SHS
27 Kiki M 29 Bachelor Degree
28 Runa F 29 Bachelor Degree
29 Rima F 31 Bachelor Degree
30 Amin M 29 Bachelor Degree
31 Amar M 29 Bachelor Degree
32 Redina F 26 SHS
33 Ananta M 33 Bachelor Degree
34 Nadia F 26 Bachelor Degree
35 Bobby M 26 Bachelor Degree
36 Naura F 26 Bachelor Degree
37 Dika M 27 Bachelor Degree
38 Ardana M 28 Bachelor Degree
39 Ero F 29 Bachelor Degree
40 azra M 30 SHS
41 Ardiansyah M 31 Bachelor Degree
42 Ayas F 32 Bachelor Degree
43 Bagas M 34 Bachelor Degree
44 Ira F 35 Bachelor Degree
45 Rehan F 36 Bachelor Degree
46 Bima M 41 Bachelor Degree
47 Ahyar M 35 Bachelor Degree
48 Daffa M 35 Bachelor Degree
49 Yoga M 35 Bachelor Degree
50 Safira F 40 Bachelor Degree
51 Danan F 35 Bachelor Degree
52 Dalfa M 36 Bachelor Degree
53 Dewa M 37 Bachelor Degree
54 Dimas M 38 Bachelor Degree
55 Atika F 39 SHS
56 Slamet M 40 Bachelor Degree
57 Defira F 35 Bachelor Degree
58 Andin F 34 Bachelor Degree
59 Tata F 35 Bachelor Degree
60 Nabilah F 36 Bachelor Degree
61 Puisi F 37 Bachelor Degree
62 Kevin M 39 Bachelor Degree
63 Gampang M 49 Bachelor Degree
64 Anne F 42 Bachelor Degree
65 Emil M 47 Bachelor Degree
66 Ahyat M 46 Bachelor Degree
67 Dahlan M 45 Bachelor Degree
68 Fahri M 41 Bachelor Degree
69 Farhan M 43 Bachelor Degree
70 Ibnu M 41 Bachelor Degree
71 Farrel M 45 Bachelor Degree
72 Dinda F 41 Bachelor Degree
73 Aliza F 47 Bachelor Degree
74 Darman M 47 Bachelor Degree
75 Woto M 49 Bachelor Degree
76 Clara F 43 Bachelor Degree
77 Nanang M 41 Bachelor Degree
78 Alya F 46 Bachelor Degree
79 Alisha F 41 Bachelor Degree
80 Anna F 47 Bachelor Degree
81 Burhan M 48 Bachelor Degree
82 Herman M 50 Bachelor Degree
83 Beni M 51 Bachelor Degree
84 Anggi F 52 Bachelor Degree
85 Ninda F 52 Bachelor Degree
86 Dadi M 54 Bachelor Degree
87 Ida F 55 Bachelor Degree
88 Meli M 51 Bachelor Degree
89 Kila F 16 Bachelor Degree
90 Delvina F 24 College Student
91 Pasha M 18 SHS
92 Rhegi M 18 SHS
93 Arni F 20 College Student
94 Wildan M 18 Bachelor Degree
95 Reza M 17 Bachelor Degree
96 Aldi M 21 College Student
97 Afiana F 22 College Student
98 Putra M 23 College Student
99 Galih M 17 Bachelor Degree
100 Belinda F 20 College Student
Appendix 4. Respondents answer frequency
Brand Image in Favorability of brand association No Code
res X1 (Favorability of brand association) %
Score Criteria
Price Design Advantage Functional Experience
1 2 3 4 5 6 7 8 9 10 11 12
13 14
1 R-1 2 2 2 2 3 3 2 3 3 2 4 2 3 2 50,0% NG
2 R-2 1 2 2 2 2 2 2 2 3 2 2 4 2 3 44,3% NG
3 R-3 4 4 2 2 3 2 4 3 3 3 3 5 3 3 62,9% GE
4 R-4 4 4 4 3 4 4 3 3 4 4 4 2 4 3 71,4% G
5 R-5 4 3 4 4 4 4 4 5 5 5 4 4 4 4 82,9% G
6 R-6 4 4 4 4 4 4 3 5 4 5 4 4 5 3 81,4% G
7 R-7 4 4 4 4 4 3 4 4 5 5 4 3 3 3 77,1% G
8 R-8 4 3 2 2 2 2 3 3 3 2 3 3 4 4 57,1% GE
9 R-9 3 4 3 3 4 4 4 5 5 5 2 1 3 2 68,6% G
10 R-10 4 4 3 3 3 3 4 4 4 4 3 3 5 4 72,9% G
11 R-11 4 4 3 3 3 4 2 4 4 3 3 1 5 5 68,6% G
12 R-12 4 4 3 2 3 3 3 5 4 5 4 2 3 3 68,6% G
13 R-13 3 3 2 3 2 2 2 4 3 5 3 3 5 5 64,3% GE
14 R-14 4 4 3 4 2 3 3 4 4 4 4 4 5 4 74,3% G
15 R-15 4 5 4 4 3 3 3 4 4 4 4 4 4 3 75,7% G
16 R-16 5 3 4 3 4 4 4 4 4 3 4 3 5 5 78,6% G
17 R-17 3 4 4 3 3 4 3 4 4 4 2 1 3 4 65,7% GE
18 R-18 3 4 3 3 2 2 2 4 3 3 3 3 2 3 57,1% GE
19 R-19 5 4 3 3 3 3 5 4 4 4 4 5 5 4 80,0% G
20 R-20 4 4 2 2 3 3 4 4 4 4 4 2 5 2 67,1% GE
21 R-21 4 3 2 2 3 2 4 4 4 4 3 1 5 4 64,3% GE
22 R-22 5 4 4 3 4 3 4 5 5 5 3 2 4 4 78,6% G
23 R-23 4 3 3 2 2 2 2 3 3 2 2 4 3 3 54,3% GE
24 R-24 3 4 4 3 2 2 3 4 4 5 2 1 3 3 61,4% GE
25 R-25 3 3 4 2 4 4 4 3 4 4 2 1 3 3 62,9% GE
26 R-26 3 4 3 4 2 3 4 5 4 5 3 3 5 2 71,4% G
27 R-27 4 4 3 2 2 2 3 3 3 3 5 4 3 4 64,3% GE
28 R-28 4 5 3 3 4 2 4 5 5 5 3 3 5 5 80,0% G
29 R-29 4 4 4 3 3 3 5 4 4 4 3 4 3 4 74,3% G
30 R-30 2 4 3 3 4 4 4 4 4 4 4 2 3 5 71,4% G
31 R-31 4 4 4 2 2 3 3 4 4 4 3 4 5 5 72,9% G
32 R-32 4 3 3 2 2 2 2 4 5 4 3 4 5 5 68,6% G
33 R-33 3 4 3 3 3 3 4 4 5 4 3 2 3 4 68,6% G
34 R-34 4 4 2 3 3 4 3 4 4 4 3 3 4 3 68,6% G
35 R-35 4 4 4 3 3 3 3 4 4 4 2 1 4 2 64,3% GE
36 R-36 4 3 3 3 4 3 2 4 5 4 3 4 4 5 72,9% G
37 R-37 4 4 3 3 3 3 3 3 4 4 3 1 2 2 60,0% GE
38 R-38 4 4 2 3 2 2 3 2 2 2 3 3 3 4 55,7% GE
39 R-39 4 3 3 3 2 2 4 4 4 3 3 1 5 5 65,7% GE
40 R-40 4 4 3 2 4 2 3 5 5 5 2 2 5 3 70,0% G
41 R-41 4 4 3 2 3 3 3 4 3 5 3 2 2 5 65,7% GE
42 R-42 4 3 3 4 3 4 3 5 3 5 4 1 4 2 68,6% G
43 R-43 4 4 2 2 2 3 4 3 3 3 3 1 5 3 60,0% GE
44 R-44 3 3 3 3 2 2 4 3 3 3 4 1 2 2 54,3% GE
45 R-45 4 3 4 3 3 4 3 4 4 4 3 5 4 5 75,7% G
46 R-46 4 4 3 3 2 4 3 4 4 4 4 3 3 4 70,0% G
47 R-47 4 4 3 3 2 3 2 4 4 4 3 2 3 4 64,3% GE
48 R-48 4 3 4 2 3 2 2 4 3 3 3 4 3 4 62,9% GE
49 R-49 5 5 3 2 2 2 2 4 4 3 3 1 3 3 60,0% GE
50 R-50 3 4 4 2 3 3 2 4 4 3 3 4 5 3 67,1% GE
51 R-51 4 4 4 2 4 2 3 4 4 4 3 2 4 4 68,6% G
52 R-52 4 4 3 5 5 3 4 5 5 5 4 4 5 4 85,7% RG
53 R-53 3 4 3 3 2 2 2 4 4 3 3 3 5 3 62,9% GE
54 R-54 4 3 3 3 3 3 3 4 4 3 2 5 5 5 71,4% G
55 R-55 4 4 5 3 4 3 4 5 5 4 3 4 3 3 77,1% G
56 R-56 4 4 4 2 3 3 4 4 4 4 1 2 3 3 64,3% GE
57 R-57 3 4 4 3 2 2 3 4 4 4 1 2 3 2 58,6% GE
58 R-58 5 5 3 5 4 4 5 5 5 5 3 3 5 5 88,6% RG
59 R-59 3 3 2 3 4 2 3 5 4 5 4 4 5 5 74,3% G
60 R-60 4 4 4 2 3 2 3 4 4 4 4 4 5 5 74,3% G
61 R-61 4 4 3 4 3 2 3 4 4 5 4 3 4 5 74,3% G
62 R-62 4 4 3 4 3 3 3 5 4 5 3 4 5 5 78,6% G
63 R-63 4 4 3 3 3 4 3 5 4 4 4 2 5 3 72,9% G
64 R-64 4 4 3 3 3 4 2 5 4 4 4 2 4 3 70,0% G
65 R-65 3 4 2 2 2 2 3 3 3 3 3 2 3 2 52,9% GE
66 R-66 5 4 5 4 3 4 2 5 4 4 3 2 3 4 74,3% G
67 R-67 4 3 4 3 3 4 3 5 4 5 2 3 5 3 72,9% G
68 R-68 4 4 4 2 4 4 2 4 5 5 3 4 4 5 77,1% G
69 R-69 5 4 4 4 5 3 2 4 4 3 2 3 4 5 74,3% G
70 R-70 3 4 3 3 4 3 3 5 4 4 3 5 5 4 75,7% G
71 R-71 5 4 4 3 3 4 4 4 4 5 4 2 3 3 74,3% G
72 R-72 3 4 2 3 2 1 2 2 3 2 3 3 4 5 55,7% GE
73 R-73 4 4 3 2 3 2 4 4 4 3 4 3 4 5 70,0% G
74 R-74 4 4 3 4 2 4 3 5 4 5 4 3 5 4 77,1% G
75 R-75 1 2 2 2 3 2 4 3 3 4 1 2 2 2 47,1% NG
76 R-76 4 3 4 3 4 3 4 4 4 4 3 5 4 3 74,3% G
77 R-77 3 3 3 2 3 2 1 2 3 2 3 4 3 4 54,3% GE
78 R-78 4 3 4 5 4 2 3 3 4 4 3 4 5 4 74,3% G
79 R-79 4 4 3 5 4 2 2 4 4 5 3 3 2 4 70,0% G
80 R-80 2 1 2 2 2 3 2 4 3 3 1 2 5 3 50,0% NG
81 R-81 4 4 3 2 3 2 3 4 5 4 3 4 4 5 71,4% G
82 R-82 4 4 3 3 3 4 3 5 4 4 4 3 4 3 72,9% G
83 R-83 4 3 3 3 3 3 3 5 4 4 3 3 3 4 68,6% G
84 R-84 2 2 2 1 2 3 4 5 4 4 3 3 2 3 57,1% GE
85 R-85 2 4 3 3 2 2 1 2 3 2 4 3 3 3 52,9% GE
86 R-86 3 2 3 3 4 4 4 4 3 4 3 2 4 4 67,1% GE
87 R-87 2 2 3 2 1 2 2 3 3 3 3 3 5 4 54,3% GE
88 R-88 3 3 3 5 4 4 4 3 3 3 3 3 4 3 68,6% G
89 R-89 4 4 4 4 4 4 5 4 4 4 3 2 3 3 74,3% G
90 R-90 5 4 4 5 5 4 4 5 4 4 4 5 4 5 88,6% RG
91 R-91 5 4 4 4 4 4 4 4 4 4 3 3 5 5 81,4% G
92 R-92 4 3 5 3 4 4 4 5 4 4 4 4 5 1 77,1% G
93 R-93 4 4 3 2 3 4 5 4 4 4 3 3 5 5 75,7% G
94 R-94 3 5 3 4 5 5 4 4 3 4 3 3 5 5 80,0% G
95 R-95 3 5 3 4 4 4 4 4 4 3 3 3 5 4 75,7% G
96 R-96 4 5 3 4 4 3 4 4 5 4 4 3 4 5 80,0% G
97 R-97 3 3 3 3 4 4 5 4 4 4 3 4 5 3 74,3% G
98 R-98 3 2 3 2 2 4 4 4 4 4 4 4 3 3 65,7% GE
99 R-99 4 4 4 4 4 4 5 4 4 5 3 4 5 3 81,4% G
100 R-100 5 5 5 3 4 5 4 4 4 2 4 3 4 5 81,4% G
Empirical Score
1.059 910 1.114 700 1.055 69,1% G
Ideal Score 1500 1500 1500 1000 1500
Percentage score
70,60% 60,67% 74,27% 70,00% 70,33%
Criteria G GE G G G
Brand Image in Strength of brand association
No Code
res X2 (Strength of brand association) % Score Criter
ia Uniqueness of brand
Strength of brand Positive Attitude
1 2 3 4 5 6 7 8
1 R-1 3 3 5 3 4 3 2 5 70,0% G
2 R-2 3 4 3 3 3 3 5 5 72,5% G
3 R-3 3 3 5 3 4 4 2 3 67,5% GE
4 R-4 3 5 5 5 5 2 4 3 80,0% G
5 R-5 4 3 4 2 5 5 4 3 75,0% G
6 R-6 4 2 3 4 1 5 4 4 67,5% GE
7 R-7 3 2 1 5 5 4 5 4 72,5% G
8 R-8 2 2 5 2 5 5 3 3 67,5% GE
9 R-9 5 4 4 2 5 5 3 3 77,5% G
10 R-10 2 5 5 5 3 2 2 3 67,5% GE
11 R-11 3 3 5 3 3 3 2 3 62,5% GE
12 R-12 3 3 4 3 4 4 2 2 62,5% GE
13 R-13 5 2 5 5 5 3 3 3 77,5% G
14 R-14 4 5 3 4 5 4 2 2 72,5% G
15 R-15 3 4 4 3 5 4 4 3 75,0% G
16 R-16 4 5 3 5 3 4 4 2 75,0% G
17 R-17 4 3 4 3 1 5 5 5 75,0% G
18 R-18 3 3 3 3 4 4 4 2 65,0% GE
19 R-19 4 2 5 2 5 3 5 4 75,0% G
20 R-20 5 2 4 2 5 2 4 2 65,0% GE
21 R-21 2 5 5 3 3 3 4 3 70,0% G
22 R-22 5 5 4 4 4 2 2 3 72,5% G
23 R-23 4 4 3 1 4 3 4 3 65,0% GE
24 R-24 2 3 4 4 1 2 3 3 55,0% GE
25 R-25 5 4 3 4 3 4 3 2 70,0% G
26 R-26 3 2 3 3 4 4 4 3 65,0% GE
27 R-27 3 2 5 2 2 3 4 4 62,5% GE
28 R-28 3 5 3 1 5 5 3 3 70,0% G
29 R-29 4 5 5 4 3 4 3 3 77,5% G
30 R-30 2 5 2 5 5 2 4 4 72,5% G
31 R-31 3 3 3 1 3 3 5 3 60,0% GE
32 R-32 3 2 3 2 2 3 3 4 55,0% GE
33 R-33 3 4 4 4 4 2 3 3 67,5% GE
34 R-34 5 3 5 3 3 5 2 3 72,5% G
35 R-35 3 5 2 4 2 5 4 3 70,0% G
36 R-36 4 4 4 3 2 2 4 4 67,5% GE
37 R-37 3 3 3 3 2 5 2 2 57,5% GE
38 R-38 2 4 4 4 3 3 4 2 65,0% GE
39 R-39 2 3 3 3 4 2 3 2 55,0% GE
40 R-40 4 3 3 2 3 5 3 3 65,0% GE
41 R-41 2 2 2 4 4 5 3 4 65,0% GE
42 R-42 1 3 2 2 3 5 5 5 65,0% GE
43 R-43 2 2 1 5 4 3 3 3 57,5% GE
44 R-44 4 5 4 5 5 5 2 2 80,0% G
45 R-45 4 3 2 3 5 5 3 3 70,0% G
46 R-46 3 3 2 5 4 3 4 2 65,0% GE
47 R-47 2 3 2 5 2 2 4 2 55,0% GE
48 R-48 3 4 4 3 3 3 3 3 65,0% GE
49 R-49 4 3 2 5 2 3 2 2 57,5% GE
50 R-50 2 3 3 3 3 3 3 4 60,0% GE
51 R-51 5 3 3 5 3 3 4 4 75,0% G
52 R-52 2 3 3 3 3 4 3 5 65,0% GE
53 R-53 4 5 2 4 5 3 3 2 70,0% G
54 R-54 5 5 4 4 5 4 4 2 82,5% G
55 R-55 5 4 4 5 4 5 4 3 85,0% RG
56 R-56 1 3 2 5 4 2 2 5 60,0% GE
57 R-57 3 5 3 3 3 4 3 3 67,5% GE
58 R-58 5 4 5 1 4 5 3 4 77,5% G
59 R-59 2 2 2 4 4 3 4 5 65,0% GE
60 R-60 3 5 4 5 5 4 4 5 87,5% RG
61 R-61 3 2 2 5 4 4 4 5 72,5% G
62 R-62 4 3 5 4 4 4 4 3 77,5% G
63 R-63 5 3 4 4 4 4 3 3 75,0% G
64 R-64 3 3 2 3 4 4 4 5 70,0% G
65 R-65 3 2 3 3 2 5 3 2 57,5% GE
66 R-66 1 3 3 2 4 4 5 5 67,5% GE
67 R-67 3 3 5 3 5 4 5 2 75,0% G
68 R-68 3 2 3 5 3 2 4 3 62,5% GE
69 R-69 3 3 4 5 5 3 3 2 70,0% G
70 R-70 5 3 3 5 4 5 3 3 77,5% G
71 R-71 3 3 4 4 5 2 4 2 67,5% GE
72 R-72 3 3 3 3 1 4 4 5 65,0% GE
73 R-73 5 5 3 3 2 4 3 4 72,5% G
74 R-74 2 3 2 4 3 3 3 5 62,5% GE
75 R-75 3 2 2 4 3 4 3 5 65,0% GE
76 R-76 4 5 4 4 5 3 3 4 80,0% G
77 R-77 3 2 5 4 3 5 4 5 77,5% G
78 R-78 4 2 5 4 4 4 4 4 77,5% G
79 R-79 2 1 5 2 2 3 2 2 47,5% NG
80 R-80 2 2 5 2 5 4 4 4 70,0% G
81 R-81 4 5 4 4 4 5 2 5 82,5% G
82 R-82 3 5 3 3 4 4 2 5 72,5% G
83 R-83 3 3 4 3 4 3 2 3 62,5% GE
84 R-84 3 2 5 4 4 4 4 3 72,5% G
85 R-85 3 2 3 4 3 3 4 3 62,5% GE
86 R-86 4 2 2 5 4 4 4 3 70,0% G
87 R-87 5 5 1 4 5 5 4 5 85,0% RG
88 R-88 4 4 5 3 4 4 3 5 80,0% G
89 R-89 5 2 3 3 5 4 4 3 72,5% G
90 R-90 4 4 5 4 5 4 3 3 80,0% G
91 R-91 3 3 4 4 4 4 4 2 70,0% G
92 R-92 3 5 5 4 5 5 4 5 90,0% RG
93 R-93 3 5 5 4 3 4 3 4 77,5% G
94 R-94 4 4 5 5 4 4 4 5 87,5% RG
95 R-95 4 5 5 4 4 4 3 5 85,0% RG
96 R-96 4 5 5 4 4 4 4 4 85,0% RG
97 R-97 4 5 5 4 4 4 4 5 87,5% RG
98 R-98 3 3 3 3 3 4 4 3 65,0% GE
99 R-99 4 2 2 4 4 4 5 4 72,5% G
100 R-100 5 5 5 4 5 5 2 3 85,0% RG
Empirical Score 676 1.085 1.058 70,5% G
Ideal Score 1000 1500 1500
Percentage score
67,60% 72,33% 70,53%
Criteria GE G G
Brand Image in Uniqueness of brand association
No Code
res
X3(Uniqueness of brand association)
%
Score Criteria Logo Community Customer
1 2 3 4 5 6 7 8 9
1 R-1 3 5 5 3 5 3 5 3 4 80,0% G
2 R-2 3 3 3 5 3 4 4 2 5 71,1% G
3 R-3 4 4 3 5 4 3 3 3 3 71,1% G
4 R-4 4 3 5 4 3 3 4 4 3 73,3% G
5 R-5 5 5 5 4 3 4 5 4 5 88,9% RG
6 R-6 5 5 4 4 4 3 5 5 4 86,7% RG
7 R-7 4 5 3 4 4 3 3 4 4 75,6% G
8 R-8 2 3 2 5 4 2 3 3 3 60,0% GE
9 R-9 2 3 3 2 3 5 5 5 4 71,1% G
10 R-10 4 3 4 5 4 5 2 4 2 73,3% G
11 R-11 2 3 2 3 3 3 4 3 4 60,0% GE
12 R-12 3 2 3 4 3 3 4 2 2 57,8% GE
13 R-13 3 2 2 3 3 3 5 4 3 62,2% GE
14 R-14 4 5 5 5 3 4 2 1 4 73,3% G
15 R-15 3 4 5 5 3 3 2 4 3 71,1% G
16 R-16 4 3 5 4 4 4 3 4 4 77,8% G
17 R-17 4 5 3 4 4 4 4 2 4 75,6% G
18 R-18 5 3 4 2 3 3 1 3 3 60,0% GE
19 R-19 4 3 5 3 4 3 4 4 3 73,3% G
20 R-20 2 2 2 4 3 3 2 4 4 57,8% GE
21 R-21 3 3 5 5 4 4 3 2 4 73,3% G
22 R-22 4 5 5 4 5 2 2 3 3 73,3% G
23 R-23 4 3 3 3 2 2 3 4 3 60,0% GE
24 R-24 3 3 2 3 4 2 4 4 3 62,2% GE
25 R-25 3 5 4 5 4 5 3 2 2 73,3% G
26 R-26 3 3 3 4 3 3 5 4 3 68,9% G
27 R-27 5 2 4 4 2 4 3 3 4 68,9% G
28 R-28 3 4 3 3 5 2 2 4 5 68,9% G
29 R-29 4 4 5 5 2 3 4 4 2 73,3% G
30 R-30 4 5 5 2 3 2 2 3 3 64,4% GE
31 R-31 3 3 5 3 5 5 4 4 2 75,6% G
32 R-32 3 3 3 2 3 4 3 3 3 60,0% GE
33 R-33 4 3 4 3 4 4 5 3 2 71,1% G
34 R-34 4 3 5 3 3 4 2 4 4 71,1% G
35 R-35 2 2 3 3 4 4 4 2 4 62,2% GE
36 R-36 3 3 3 4 3 4 4 3 3 66,7% GE
37 R-37 2 3 5 5 4 2 2 2 3 62,2% GE
38 R-38 2 3 2 3 5 3 3 3 3 60,0% GE
39 R-39 4 4 3 3 4 4 2 4 2 66,7% GE
40 R-40 4 3 3 3 4 4 4 2 5 71,1% G
41 R-41 2 4 3 2 3 5 4 3 4 66,7% GE
42 R-42 2 3 5 1 5 2 5 2 3 62,2% GE
43 R-43 4 2 2 2 2 1 3 3 5 53,3% GE
44 R-44 3 2 1 5 5 4 5 4 5 75,6% G
45 R-45 4 3 2 5 5 4 5 5 4 82,2% G
46 R-46 3 3 4 2 5 3 5 3 4 71,1% G
47 R-47 3 4 3 3 3 4 3 3 3 64,4% GE
48 R-48 4 5 5 5 1 2 3 2 4 68,9% G
49 R-49 3 4 3 3 1 2 4 3 3 57,8% GE
50 R-50 5 3 5 2 5 2 2 4 4 71,1% G
51 R-51 3 3 2 5 2 2 5 4 4 66,7% GE
52 R-52 3 3 3 3 3 4 3 3 3 62,2% GE
53 R-53 5 3 3 3 3 2 3 2 3 60,0% GE
54 R-54 3 5 2 4 5 4 3 3 4 73,3% G
55 R-55 4 5 5 5 4 4 4 3 3 82,2% G
56 R-56 5 2 3 4 2 2 5 4 2 64,4% GE
57 R-57 3 3 3 3 4 3 5 3 4 68,9% G
58 R-58 3 3 5 5 5 5 4 4 2 80,0% G
59 R-59 3 5 3 2 3 4 3 2 4 64,4% GE
60 R-60 3 4 5 5 5 4 4 1 2 73,3% G
61 R-61 3 5 4 5 4 4 5 4 3 82,2% G
62 R-62 3 4 3 5 3 3 2 5 2 66,7% GE
63 R-63 3 3 4 3 3 3 3 5 4 68,9% G
64 R-64 4 3 5 3 3 4 4 3 3 71,1% G
65 R-65 3 3 3 4 2 3 3 4 5 66,7% GE
66 R-66 4 4 3 4 4 3 4 4 3 73,3% G
67 R-67 2 2 3 3 3 3 2 2 5 55,6% GE
68 R-68 4 3 2 5 4 5 3 4 3 73,3% G
69 R-69 4 2 2 2 3 5 5 4 3 66,7% GE
70 R-70 2 4 4 4 5 3 3 3 4 71,1% G
71 R-71 4 3 3 5 4 2 4 4 5 75,6% G
72 R-72 2 3 5 2 3 2 2 4 5 62,2% GE
73 R-73 3 3 3 4 4 3 4 3 3 66,7% GE
74 R-74 3 3 2 5 4 3 3 3 3 64,4% GE
75 R-75 2 2 5 3 4 1 2 4 2 55,6% GE
76 R-76 4 4 5 4 3 4 3 3 3 73,3% G
77 R-77 4 2 2 3 2 2 5 5 3 62,2% GE
78 R-78 5 5 5 4 4 3 3 3 3 77,8% G
79 R-79 3 5 5 2 3 3 3 4 2 66,7% GE
80 R-80 4 3 5 5 3 3 3 2 1 64,4% GE
81 R-81 4 3 2 4 5 5 3 5 4 77,8% G
82 R-82 3 4 4 1 3 5 3 4 2 64,4% GE
83 R-83 3 2 4 3 3 3 2 5 2 60,0% GE
84 R-84 5 5 4 2 4 2 3 5 3 73,3% G
85 R-85 3 3 5 3 5 4 4 4 4 77,8% G
86 R-86 2 2 2 5 2 3 3 2 3 53,3% GE
87 R-87 4 2 3 1 4 4 5 4 5 71,1% G
88 R-88 2 5 5 5 4 4 5 4 3 82,2% G
89 R-89 3 3 5 5 4 3 4 2 2 68,9% G
90 R-90 3 3 5 5 4 5 4 5 2 80,0% G
91 R-91 3 3 2 4 5 3 3 4 3 66,7% GE
92 R-92 3 3 3 4 4 5 2 5 4 73,3% G
93 R-93 3 3 4 2 4 4 5 5 4 75,6% G
94 R-94 5 3 2 2 4 5 3 4 3 68,9% G
95 R-95 5 5 4 4 5 2 5 4 3 82,2% G
96 R-96 3 5 5 5 4 4 4 5 4 86,7% RG
97 R-97 3 3 2 4 2 3 3 2 3 55,6% GE
98 R-98 3 4 4 4 4 3 3 5 5 77,8% G
99 R-99 4 4 5 5 5 4 5 3 4 86,7% RG
100 R-100 5 5 2 2 4 4 3 2 2 64,4% GE
Empirical Score 1.043 1.408 678
69,5% G Ideal Score 1500 2000 1000
Percentage score 69,53% 70,40% 67,80%
Criteria B B CB
Customer Loyalty
No Code
res
Y(Customer Loyalty)
% Score Criteria Customer Loyalty
1 2 3 4 5
1 R-1 2 2 3 3 2 62,3% GE
2 R-2 2 2 2 2 2 55,9% GE
3 R-3 2 2 3 2 4 60,9% GE
4 R-4 4 3 4 4 3 69,7% G
5 R-5 4 4 4 4 4 82,4% G
6 R-6 4 4 4 4 3 81,1% G
7 R-7 4 4 4 3 4 75,9% G
8 R-8 2 2 2 2 3 58,3% GE
9 R-9 3 3 4 4 4 74,6% G
10 R-10 3 3 3 3 4 74,7% G
11 R-11 3 3 3 4 2 67,0% GE
12 R-12 3 2 3 3 3 65,7% GE
13 R-13 2 3 2 2 2 65,8% GE
14 R-14 3 4 2 3 3 78,4% G
15 R-15 4 4 3 3 3 80,9% G
16 R-16 4 3 4 4 4 88,5% RG
17 R-17 4 3 3 4 3 85,9% RG
18 R-18 3 3 2 2 2 72,0% G
19 R-19 3 3 3 3 5 87,2% RG
20 R-20 2 2 3 3 4 75,7% G
21 R-21 2 2 3 2 4 84,7% RG
22 R-22 4 3 4 3 4 92,2% RG
23 R-23 3 2 2 2 2 77,0% G
24 R-24 4 3 2 2 3 83,3% G
25 R-25 4 2 4 4 4 95,9% RG
26 R-26 3 4 2 3 4 92,1% RG
27 R-27 3 2 2 2 3 88,4% RG
28 R-28 3 3 4 2 4 94,6% RG
29 R-29 4 3 3 3 5 100,9% RG
30 R-30 3 3 4 4 4 97,1% RG
31 R-31 4 2 2 3 3 99,7% RG
32 R-32 3 2 2 2 2 88,3% RG
33 R-33 3 3 3 3 4 102,1% RG
34 R-34 2 3 3 4 3 102,1% RG
35 R-35 4 3 3 3 3 99,5% RG
36 R-36 3 3 4 3 2 102,1% RG
37 R-37 3 3 3 3 3 100,8% RG
38 R-38 2 3 2 2 3 97,0% RG
39 R-39 3 3 2 2 4 104,6% RG
40 R-40 3 2 4 2 3 108,4% RG
41 R-41 3 2 3 3 3 107,1% RG
42 R-42 3 4 3 4 3 109,5% RG
43 R-43 2 2 2 2 1 95,7% RG
44 R-44 4 4 5 4 4 124,7% RG
45 R-45 4 3 3 4 3 124,8% RG
46 R-46 3 3 2 4 3 117,1% RG
47 R-47 3 3 2 3 2 112,1% RG
48 R-48 4 2 3 2 2 115,9% RG
49 R-49 3 2 2 2 2 108,2% RG
50 R-50 4 2 3 3 2 120,9% RG
51 R-51 2 2 1 2 3 114,6% RG
52 R-52 1 2 2 1 2 110,8% RG
53 R-53 3 3 2 2 2 115,8% RG
54 R-54 3 3 3 3 3 128,4% RG
55 R-55 5 4 4 5 4 143,5% RG
56 R-56 2 2 3 3 1 120,8% RG
57 R-57 4 3 2 2 3 128,4% RG
58 R-58 3 5 4 4 5 144,8% RG
59 R-59 2 3 4 2 3 128,3% RG
60 R-60 4 5 5 4 4 144,7% RG
61 R-61 3 4 3 2 3 142,3% RG
62 R-62 2 4 3 4 4 137,1% RG
63 R-63 3 3 3 4 3 138,4% RG
64 R-64 3 3 3 4 2 139,6% RG
65 R-65 2 2 2 2 3 133,3% RG
66 R-66 5 4 3 4 2 147,2% RG
67 R-67 4 3 3 4 3 136,9% RG
68 R-68 4 2 4 4 2 147,2% RG
69 R-69 3 2 2 3 2 139,6% RG
70 R-70 3 3 4 3 3 148,4% RG
71 R-71 4 3 3 4 4 154,7% RG
72 R-72 1 1 2 3 2 137,0% RG
73 R-73 3 2 3 2 4 147,1% RG
74 R-74 3 4 2 4 3 149,6% RG
75 R-75 3 2 3 2 4 143,2% RG
76 R-76 4 3 4 3 4 159,7% RG
77 R-77 3 2 3 4 3 150,8% RG
78 R-78 3 2 4 2 3 159,7% RG
79 R-79 3 2 2 2 2 150,8% RG
80 R-80 2 2 2 3 2 150,8% RG
81 R-81 3 2 3 2 3 162,2% RG
82 R-82 3 3 3 4 3 159,6% RG
83 R-83 3 3 3 3 3 157,0% RG
84 R-84 2 3 3 3 4 165,9% RG
85 R-85 3 3 2 2 3 167,2% RG
86 R-86 2 3 3 4 4 158,2% RG
87 R-87 3 4 4 4 4 173,4% RG
88 R-88 3 4 3 4 4 179,8% RG
89 R-89 3 4 4 5 4 175,9% RG
90 R-90 3 5 4 4 5 184,8% RG
91 R-91 2 4 4 4 4 174,6% RG
92 R-92 3 4 4 4 5 182,2% RG
93 R-93 5 4 4 3 3 183,4% RG
94 R-94 3 4 4 4 4 180,9% RG
95 R-95 3 5 5 3 4 191,0% RG
96 R-96 2 5 5 4 4 194,8% RG
97 R-97 3 4 4 3 3 174,4% RG
98 R-98 3 3 3 3 4 187,2% RG
99 R-99 3 5 5 3 4 198,6% RG
100 R-100 3 3 4 4 3 183,3% RG
Empirical
Score 1.541
122,4% Really
Good
Ideal Score 2500
Percentage
score 61,64%
Criteria CB
Appendix 5. Results of Validity and Reliability of SPSS
X1
Correlations
X1.1 X1.2 X1.3 X1.4 X1.5 X1.6 X1.7 X1.8 X1.9
X1.1
0
X1.1
1
X1.1
2
X1.1
3
X1.1
4 X1
X1.
1
Pearson
Correlatio
n
1 .563*
* .407* .316 .078
.535*
* .455*
.512*
* .340 .440* .248 .309 .368*
.500*
*
.690*
*
Sig. (2-
tailed)
.001 .026 .089 .681 .002 .011 .004 .066 .015 .187 .097 .045 .005 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
2
Pearson
Correlatio
n
.563*
* 1 .232
.465*
* .187
.552*
*
.504*
* .295
.524*
* .428* .379* .288 .301 .330
.685*
*
Sig. (2-
tailed) .001
.217 .010 .322 .002 .005 .114 .003 .018 .039 .122 .106 .075 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
3
Pearson
Correlatio
n
.407* .232 1 .152 -.020 .261 .346 .626*
* .326 .293 .156 .442* .257 .246
.563*
*
Sig. (2-
tailed) .026 .217
.423 .916 .163 .061 .000 .079 .116 .411 .015 .171 .190 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
4
Pearson
Correlatio
n
.316 .465*
* .152 1 .304
.640*
*
.554*
* .325 .322 .322 .397* .168 .119 .048
.571*
*
Sig. (2-
tailed) .089 .010 .423
.103 .000 .002 .080 .083 .082 .030 .374 .531 .802 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
5
Pearson
Correlatio
n
.078 .187 -.020 .304 1 .216 .095 .345 .420* .462* .124 .269 .151 .052 .419*
Sig. (2-
tailed) .681 .322 .916 .103
.253 .617 .062 .021 .010 .515 .150 .424 .783 .021
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
6
Pearson
Correlatio
n
.535*
*
.552*
* .261
.640*
* .216 1 .357 .325 .249 .364* .348 .341 .150 .143
.616*
*
Sig. (2-
tailed) .002 .002 .163 .000 .253
.053 .080 .185 .048 .060 .065 .428 .450 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
7
Pearson
Correlatio
n
.455* .504*
* .346
.554*
* .095 .357 1 .417* .442* .441*
.472*
* -.047 .166 .188
.595*
*
Sig. (2-
tailed) .011 .005 .061 .002 .617 .053
.022 .015 .015 .009 .804 .380 .321 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
8
Pearson
Correlatio
n
.512*
* .295
.626*
* .325 .345 .325 .417* 1
.576*
*
.723*
* .172 .307
.524*
* .328
.753*
*
Sig. (2-
tailed) .004 .114 .000 .080 .062 .080 .022
.001 .000 .364 .098 .003 .076 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
9
Pearson
Correlatio
n
.340 .524*
* .326 .322 .420* .249 .442*
.576*
* 1
.663*
* .379* .372* .399* .391*
.747*
*
Sig. (2-
tailed) .066 .003 .079 .083 .021 .185 .015 .001
.000 .039 .043 .029 .033 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
10
Pearson
Correlatio
n
.440* .428* .293 .322 .462* .364* .441* .723*
*
.663*
* 1 .308 .101 .296 .334
.697*
*
Sig. (2-
tailed) .015 .018 .116 .082 .010 .048 .015 .000 .000
.097 .596 .112 .071 .000
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
11
Pearson
Correlatio
n
.248 .379* .156 .397* .124 .348 .472*
* .172 .379* .308 1 .300 .100 .214
.514*
*
Sig. (2-
tailed) .187 .039 .411 .030 .515 .060 .009 .364 .039 .097
.108 .600 .256 .004
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
12
Pearson
Correlatio
n
.309 .288 .442* .168 .269 .341 -.047 .307 .372* .101 .300 1 .338 .562*
*
.594*
*
Sig. (2-
tailed) .097 .122 .015 .374 .150 .065 .804 .098 .043 .596 .108
.067 .001 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
13
Pearson
Correlatio
n
.368* .301 .257 .119 .151 .150 .166 .524*
* .399* .296 .100 .338 1 .423*
.565*
*
Sig. (2-
tailed) .045 .106 .171 .531 .424 .428 .380 .003 .029 .112 .600 .067
.020 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1.
14
Pearson
Correlatio
n
.500*
* .330 .246 .048 .052 .143 .188 .328 .391* .334 .214
.562*
* .423* 1
.587*
*
Sig. (2-
tailed) .005 .075 .190 .802 .783 .450 .321 .076 .033 .071 .256 .001 .020
.001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
X1 Pearson
Correlatio
n
.690*
*
.685*
*
.563*
*
.571*
* .419*
.616*
*
.595*
*
.753*
*
.747*
*
.697*
*
.514*
*
.594*
*
.565*
*
.587*
* 1
Sig. (2-
tailed) .000 .000 .001 .001 .021 .000 .001 .000 .000 .000 .004 .001 .001 .001
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
**. Correlation is significant at
the 0.01 level (2-tailed).
*. Correlation is significant at the
0.05 level (2-tailed).
X2
Correlations
X2.1 X2.2 X2.3 X2.4 X2.5 X2.6 X2.7 X2.8 X2
X2.1 Pearson
Correlation 1 .510** .710** .333 .435* .564** .248 .542** .782**
Sig. (2-tailed) .004 .000 .072 .016 .001 .187 .002 .000
N 30 30 30 30 30 30 30 30 30
X2.2 Pearson
Correlation .510** 1 .566** .485** .399* .321 .378* .408* .703**
Sig. (2-tailed) .004 .001 .007 .029 .084 .040 .025 .000
N 30 30 30 30 30 30 30 30 30
X2.3 Pearson
Correlation .710** .566** 1 .394* .391* .270 .293 .530** .738**
Sig. (2-tailed) .000 .001 .031 .033 .149 .117 .003 .000
N 30 30 30 30 30 30 30 30 30
X2.4 Pearson
Correlation .333 .485** .394* 1 .432* .202 .446* .516** .680**
Sig. (2-tailed) .072 .007 .031 .017 .284 .013 .003 .000
N 30 30 30 30 30 30 30 30 30
X2.5 Pearson
Correlation .435* .399* .391* .432* 1 .435* .294 .555** .690**
Sig. (2-tailed) .016 .029 .033 .017 .016 .114 .001 .000
N 30 30 30 30 30 30 30 30 30
X2.6 Pearson
Correlation .564** .321 .270 .202 .435* 1 .319 .412* .632**
Sig. (2-tailed) .001 .084 .149 .284 .016 .085 .024 .000
N 30 30 30 30 30 30 30 30 30
X2.7 Pearson
Correlation .248 .378* .293 .446* .294 .319 1 .548** .609**
Sig. (2-tailed) .187 .040 .117 .013 .114 .085 .002 .000
N 30 30 30 30 30 30 30 30 30
X2.8 Pearson
Correlation .542** .408* .530** .516** .555** .412* .548** 1 .807**
Sig. (2-tailed) .002 .025 .003 .003 .001 .024 .002 .000
N 30 30 30 30 30 30 30 30 30
X2 Pearson
Correlation .782** .703** .738** .680** .690** .632** .609** .807** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 30 30 30 30 30 30 30 30 30
**. Correlation is significant at the 0.01 level (2-
tailed).
*. Correlation is significant at the 0.05 level (2-
tailed).
X3
Correlations
X3.1 X3.2 X3.3 X3.4 X3.5 X3.6 X3.7 X3.8 X3.9 X3
X3.1 Pearson
Correlation 1 .565** .386* .531** .446* .517** .267 .648** .323 .794**
Sig. (2-tailed) .001 .035 .003 .013 .003 .154 .000 .081 .000
N 30 30 30 30 30 30 30 30 30 30
X3.2 Pearson
Correlation .565** 1 .339 .421* .338 .518** .457* .365* .371* .740**
Sig. (2-tailed) .001 .067 .020 .068 .003 .011 .047 .043 .000
N 30 30 30 30 30 30 30 30 30 30
X3.3 Pearson
Correlation .386* .339 1 .264 .574** .307 .252 .179 .264 .619**
Sig. (2-tailed) .035 .067 .159 .001 .099 .179 .343 .159 .000
N 30 30 30 30 30 30 30 30 30 30
X3.4 Pearson
Correlation .531** .421* .264 1 .218 .392* .268 .546** .272 .666**
Sig. (2-tailed) .003 .020 .159 .247 .032 .152 .002 .146 .000
N 30 30 30 30 30 30 30 30 30 30
X3.5 Pearson
Correlation .446* .338 .574** .218 1 .358 .248 .384* .297 .671**
Sig. (2-tailed) .013 .068 .001 .247 .052 .187 .036 .111 .000
N 30 30 30 30 30 30 30 30 30 30
X3.6 Pearson
Correlation .517** .518** .307 .392* .358 1 .200 .360 .204 .665**
Sig. (2-tailed) .003 .003 .099 .032 .052 .289 .051 .279 .000
N 30 30 30 30 30 30 30 30 30 30
X3.7 Pearson
Correlation .267 .457* .252 .268 .248 .200 1 .166 .297 .537**
Sig. (2-tailed) .154 .011 .179 .152 .187 .289 .381 .111 .002
N 30 30 30 30 30 30 30 30 30 30
X3.8 Pearson
Correlation .648** .365* .179 .546** .384* .360 .166 1 .196 .639**
Sig. (2-tailed) .000 .047 .343 .002 .036 .051 .381 .300 .000
N 30 30 30 30 30 30 30 30 30 30
X3.9 Pearson
Correlation .323 .371* .264 .272 .297 .204 .297 .196 1 .538**
Sig. (2-tailed) .081 .043 .159 .146 .111 .279 .111 .300 .002
N 30 30 30 30 30 30 30 30 30 30
X3 Pearson
Correlation .794** .740** .619** .666** .671** .665** .537** .639** .538** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .002 .000 .002
N 30 30 30 30 30 30 30 30 30 30
**. Correlation is significant at the 0.01 level
(2-tailed).
*. Correlation is significant at the 0.05 level (2-
tailed).
Y
Correlations
Y1.1 Y1.2 Y1.3 Y1.4 Y1.5 Y1
Y1.1 Pearson Correlation 1 .703** .685** .733** .771** .897**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
Y1.2 Pearson Correlation .703** 1 .625** .720** .692** .855**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
Y1.3 Pearson Correlation .685** .625** 1 .701** .625** .833**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
Y1.4 Pearson Correlation .733** .720** .701** 1 .719** .890**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
Y1.5 Pearson Correlation .771** .692** .625** .719** 1 .878**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
Y1 Pearson Correlation .897** .855** .833** .890** .878** 1
Sig. (2-tailed) .000 .000 .000 .000 .000
N 30 30 30 30 30 30
**. Correlation is significant at the 0.01 level (2-tailed).
X1
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on
Standardized
Items N of Items
.866 .874 14
X2
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on
Standardized
Items N of Items
.854 .856 8
X3
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on
Standardized
Items N of Items
.830 .831 9
Y
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on
Standardized
Items N of Items
.920 .920 5
![Middle to late Cenozoic basin evolution in the western ...authors.library.caltech.edu/40746/1/tect1927.pdf · approximates the N limit of the Alamut basin (Figure 2). [ 6 ] The Taleghan](https://static.fdocuments.us/doc/165x107/5eb493c72010707b7a050955/middle-to-late-cenozoic-basin-evolution-in-the-western-approximates-the-n-limit.jpg)
