THE IMPACT OF BRAND EQUITY AND PRICE TOWARDS …

THE IMPACT OF BRAND EQUITY AND PRICE

TOWARDS CUSTOMER PURCHASE DECISION

IN LOW COST AIRLINES

(A CASE STUDY OF INDONESIA AIRASIA,

JAKARTA – DENPASAR ROUTE)

By

Fazrul Rahman

ID No. 014201200185

A skripsi presented to the

Faculty of Business President University Inpartial fulfillment of the requirements for

Bachelor Degree in Economics Majoring Management October 2016

PANEL OF EXAMINERS

APPROVAL SHEET

The panel of examiners declared that the skripsi entitled “THE

IMPACT OF BRAND EQUITY AND PRICE TOWARDS

COSTUMER PURCHASE DECISION IN LOW COST

AIRLINES (A STUDY CASE OF INDONESIA AIRASIA,

JAKARTA – DENPASAR ROUTE)” that was submitted by Fazrul

Rahman majoring in Management from the Faculty of Business was

assessed and approved to have passed the Oral Examinations on

December 14, 2016.

Miftah Zikri, M.Sc

Chair – Panel of Examiners

Dr. Ir. Yunita Ismail Masjud, M.Si

Examiner 2

Filda Rahmiati, MBA

Examiner 3

SKRIPSI ADVISER

RECOMMENDATIONLETTER

This skripsi entitled “THE IMPACT OF BRAND EQUITY AND

PRICE TOWARD COSTUMER PURCHASE DECISION IN

LOW COST AIRLINES (A STUDY CASE OF AIR ASIA

INDONESIA IN JAKARTA – DENPASAR ROUTE)” prepared

and submitted by Fazrul Rahman in partial fulfillment of the

requirements for the degree of Bachelor in the Faculty of Business has

been reviewed and found to have satisfied the requirements for a

skripsi fit to be examined. I therefore recommend this skripsi for Oral

Defense.

Cikarang, Indonesia, December 14, 2016

Acknowledged by, Recommended by,

Dr. Dra. Genoveva, M.M Miftah Zikri, M.Sc Head of Management Study Program Skripsi Adviser

DECLARATION OF ORIGINALITY

I declare that this skripsi, entitled “THE IMPACT OF BRAND

EQUITY AND PRICE TOWARD COSTUMER PURCHASE

DECISION IN LOW COST AIRLINES (A STUDY CASE OF

INDONESIA AIRASIA, JAKARTA – DENPASAR ROUTE) is,

to the best of my knowledge and beliefs, an original piece of work

that has not been submitted, either in whole or in a part, to another

university to obtain a degree.

Cikarang, Indonesia, December 14, 2016

FazrulRahman

ABSTRACT

This research is aimed to analyze Brand Equity and Price toward Customer Purchase Decision that is measure through Brand Awareness, Brand Association, Perceived Quality, and Price with Customer Purchase Decision. Brand Equity and price can be referred to the result of branding strategy and promotion of implementation in Low Cost Airlines business operation for achieving a business growth. Methodology used in this research is quantitative approach with descriptive method by using primarily data and questionnaire is the research instrument. The sampling technique used is non-probability technique with accidental sampling method and the sample size is 200 respondents. Descriptive research and multiple regression analysis are adopted as tool for analysis in this research with significant level of 0.05. The result of research shows that Brand equity and Price has partially and simultaneously influence with Customer Purchase Decision and contribution of Brand Equity and Price toward Customer purchase Decision is shown by coefficient of determination value in which Brand Equity and Price has influence 71.3% on customer purchase decision, the rest 29.7 is influenced by other factor that are not included in this research such as Brand Loyalty and Promotion. Thus Brand Equity and Price result of Branding image implementation in low cost Airlines business operation has partially significant contribution to influence the Customer Purchase Decision of Customers in the market.

Keyword: Low Cost Airlines, Brand Equity, Price, Purchase Decision, Branding strategy.

ACKNOWLEDGEMENT

“In The Name of ALLAH, The Most Gracious, The Most Merciful”

Alhamulillahirabbilalamin, Praise and great gratitude submitted to almighty Allah

SWT who always gives the writer gracious mercy and tremendous blessing that

with the tears of happiness, the moment that I wait for a long time is finally come

true. This is the moment that they have helped me to finishing this research

entitled “The Impact of Brand Equity and Price Towards Customer Purchase

Decision in Low Cost Airline (A Study Case of Indonesia AirAsia, Jakarta –

Denpasar Route)”. This skripsi is arranged to fulfill the requirements for

obtaining bachelor’s degree, in Management study program, Faculty of Business,

President University.

On this occasion with great humility, I would like to thank you to all of

those who have given me help, contribution and guidance so that this skripsi can

be finished. Completion of writing of this skripsi, the author would like to thank

to:

1. Allah SWT with his blessing and merciful that allows me seeking precious

knowledge up until higher level as well as has helped me to finish this

skripsi.

2. My beloved parents Tetta and Mama for their love, as the best parents

ever in this world and always pray, encouraging, giving material I needed,

working hard, always trying to do the best, to support me and giving the

happiness in my life, and always give me advices and motivation so I can

finish my study. They are hero of my heart whom I will not regret in this

life.

3. My brother and sister Annisa Fathir Rahman, Fazhluur Rahman, Sartika

Fathir Rahman, Bagus Guntur Wibowo, and Mirna, thanks for your love

and support and giving motivation for me during this skripsi and my

study.

4. My Uncles, Aunties, and Cousins, thank you for helping, support and

motivated me during my study.

5. My Thesis Adviser, Mr. Sonny Vinn Sutedjo, S.E., M.M as the greatest

adviser that I know, thank you for your guidance, attention, patience and

kindness during the process of writing and finishing this skripsi, Thanks

for your good advice and valuable input. I’m so proud to have you as my

skripsi adviser.

6. My Friendly lecturer, Mr. Orlando Santos MBA and Mrs. Genoveva, the

person who always helps and inspires me gains knowledge in university

life with simplest ways. Thanks for your guidance, care, time, and

kindness; you are the best and friendliest lecturer ever.

7. Dearest my best Friends Asty Nur Utami, Septian Arya, Arham

Rezkiawan, Muh. Erwin, Achmad Fauzan, Takalar Presuniv, Society

Presuniv and Sliber TKL, thank you for your support during this skripsi

and my study period, and thanks for being my family in last 4 years.

8. My fellow Jakarta Internship Team, Ilham Ridwani, Michael Tiopan, Zani

Patria Akbar, Steven Boy, Christian Ebenheizer, Pradana Adlu, Miftahul

Fikri, Dudi Afriyanaldi, Andra Martha, as the best friends for sharing the

experiences from become Internship Employee until finishing my study.

9. Eldy, Fathur, Aidil, Jamal and the other Gaple team, thank you for your

night life to playing Gaple during this skripsi, and your Acehnese accent

that makes me always laughing.

10. Naga Hitam Riverside, thanks for being my family in my university life,

thank you for your laughs, togetherness, and craziness. I hope our

brotherhood will not give up until we are older. Keep in touch brader!

11. All of the lecturers who have given my precious insight, shaped critical

mindset for me to be a sustainable leader in near future. All of you are

indeed unique so that I can learn how to see a thing from different point of

view.

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET ...................................................................................................... i

DECLARATION OF ORIGINALITY .................................................................................................................... ii

SKRIPSI ADVISERRECOMMENDATION LETTER .............................................................................................. iii

ABSTRACT...................................................................................................................................................... iv

ACKNOWLEDGEMENT ....................................................................................................................................v

TABLE OF CONTENTS ................................................................................................................................... 8i

LIST OF TABLES .............................................................................................................................................. ix

LIST OF FIGURES ............................................................................................................................................. x

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

1.1. Background of the Study. ....................................................................... 1

1.2. Problem Identification. ........................................................................... 8

1.3. Statement of Problem. ............................................................................. 9

1.4. Research Objectives. ............................................................................... 9

1.5. Significance of Study. ............................................................................ 10

1.6. Scope and Limitation of the Study. ...................................................... 10

1.7. Definition of Terms. .............................................................................. 11

CHAPTER II – LITERATURE REVIEW ............................................................................................................. 12

2.1. Theoretical Review. ............................................................................... 12

2.2. Influence of Independent variables on Dependent variables. ........... 23

2.3. Previous Research. ................................................................................ 26

2.4. Theoretical Framework ........................................................................ 29

2.5. Hypothesis. ............................................................................................. 30 CHAPTER III – RESEARCH METHODOLOGY ................................................................................................. 31

3.1. Research Design. .................................................................................... 31

3.2. Research Framework. ........................................................................... 33

3.3. Research Instrument. ............................................................................ 35

3.4. Sampling Design. ................................................................................... 43

3.5. Statistical treatment. ............................................................................. 44

3.6. Validity and Reliability. ........................................................................ 46

3.7. Descriptive Analysis. ............................................................................. 49

3.8. Multiple Regression Analysis. .............................................................. 50

CHAPTER IV – ANALYSIS AND INTERPRETATION......................................................................................... 57

4.1. Company Profile .................................................................................... 57

4.2. Validity and Reliability ......................................................................... 59

4.3. Descriptive Analysis .............................................................................. 67

4.4. Multiple Regression Analysis ............................................................... 85

4.5. Hypothesis Testing Result .................................................................... 91

4.6. Interpretation of Result ........................................................................ 95

CHAPTER V – CONCLUSION AND RECOMMENDATION .............................................................................. 97

5.1. Conclusion .............................................................................................. 97

5.2. Recommendation ................................................................................... 99 REFERENCES .............................................................................................................................................. 101

APPENDIX A - QUESTIONNAIRE ................................................................................................................ 105

APPENDIX B – RAW DATA ......................................................................................................................... 115

APPENDIX C – SPSS OUTPUT ..................................................................................................................... 127

LIST OF TABLES

Table 1.1 List of Scheduled Commercial Airlines in 2015 ................................. 3

Table 1.2 Top Brand Index of Low Cost Airlines in Indonesia ......................... 5

Table 1.3 Market Share of Indonesia AirAsia, Jakarta – Denpasar route ....... 7

Table 2.1 Benefit of Strong Brands .................................................................... 13

Table 2.2 Previous Research ............................................................................... 26

Table 3.1 Operational Defnition ......................................................................... 38

Table 3.2 Internal Consistency of Cronbach Alpha ......................................... 49

Table 3.3 Class of Analysis Descriptive Mean ................................................... 50

Table 4.1 Pearson Correlation Coefficient of Brand Awareness ..................... 60

Table 4.2 Pearson Correlation Coefficient of Brand Association .................... 61

Table 4.3 Pearson Correlation Coefficient of Perceived Quality..................... 62

Table 4.4 Pearson Correlation Coefficient of Price .......................................... 62

Table 4.5 Pearson Correlation Coefficient of Customer Purchase Decision .. 63

Table 4.6 Cronbach Alpha Coefficient of Brand Awareness ........................... 64

Table 4.7 Cronbach Alpha Coefficient of Brand Association .......................... 65

Table 4.8 Cronbach Alpha Coefficient of Perceived Quality ........................... 65

Table 4.9 Cronbach Alpha Coefficient of Price ................................................ 66

Table 4.10 Cronbach Alpha Coefficient of Customer Purchase Decision ...... 66

Table 4.11 Respondent Profile: Gender ............................................................. 67

Table 4.12 Respondent Profile: Age ................................................................... 68

Table 4.13 Respondent Profile: Marital Status ................................................. 69

Table 4.14 Respondent Profile: Income Per Month ......................................... 70

Table 4.15 Respondent Profile: Education ........................................................ 72

Table 4.16 Lkert Scale ......................................................................................... 73

Table 4.17 Descriptive Statistics ......................................................................... 84

Table 4.18 Multicollinearity test: Tolerance and VIF Value ........................... 88

Table 4.19 Multiple Regression Analysis: Coefficient ...................................... 89

Table 4.20 Multiple Regression Analysis: F-test (ANOVA) ............................. 93

Table 4.21 Multiple Regression Analysis: Coefficient of Determination (R2) 94 LIST OF FIGURES

Figure 1.1 Indonesia AirAsia Seat Load Factor 2011- 2015 .............................. 6

Figure 2.1 Brand Equity Model .......................................................................... 14

Figure 2.2 Brand Awareness Pyramid ............................................................... 16

Figure 2.3 Customer Purchase Decision Process .............................................. 24

Figure 2.4 Theoretical Framework..................................................................... 29

Figure 3.1 Research Framework ........................................................................ 35

Figure 3.2 Data Collection Method .................................................................... 36

Figure 3.3 Likert Scale ........................................................................................ 44

Figure 4.1 Respondent Profile: Gender ............................................................. 68

Figure 4.2Respondent Profile: Age .................................................................... 69

Figure 4.3 Respondent Profile: Marital Status ................................................. 70

Figure 4.4 Respondent Profile: Income Per Month .......................................... 71

Figure 4.5 Respondent Profile: Education ......................................................... 72

Figure 4.6 Brand Awareness Statement 1 .......................................................... 73




Figure 4.10 Brand Association Statement 1 ...................................................... 75




Figure 4.14 Perceived Quality Statement 1 ....................................................... 77




Figure 4.18 Price Statement 1 ............................................................................. 79




Figure 4.22 Customer Purchase Decision Statement 1 ..................................... 81




Figure 4.26 Normality Test: Histogram ............................................................. 85

Figure 4.27 Normality Test: Probability Plot .................................................... 86

Figure 4.28 Heterocedasticity Test: Scatterplot ................................................ 87

CHAPTER I

INTRODUCTION

1.1 Background of the study

1Currently, the field of transportation in Indonesia is progressing very

quickly, especially in the field of business aviation. High customer

demand for the use of air transportation made several Aviation companies

in Indonesian to compete to attract customers as much to achieve the

targets set by the company, and therefore many aviation industries using

the Low-Cost Carrier strategy in the company within a few years, the

aviation business has reached a high level in the field of transportation, it

can be seen in terms of the customer's choice of transportation that will be

used for traveling or business, this is because the amount of the provision

of cheap fares and the service quality by airline that embracing the Low-

Cost Carrier strategy.

2In this globalization era, companies are required to have to be able to act

quickly and appropriately in the facing the competition in the business

environment. As a condition to be fulfilled by each company in order to

reach the target and successes in a competitive business, companies

should strive to achieve the goal to dominate existing markets and also

have to retain customers. That the requirement to be met, the company

must optimize its assets. One important asset that is owned by the

company is the brand. This forced the company to increase the brand

equity of the company. Companies are required to attract customers that

will result in increased sales and increase profits for companies.

Companies should utilize its advantages well to maintain the viability of

the company in the long term.

1 Rappler.com(2016) 2 http://www.suara.com/news/2016/05/21/155946/pengamat-kita-banggakan-pertumbuhan-penumpang-tapi-abaikan-sdm

The development of air transport in the era of globalization makes

people's desire to use the services of the airline to travel to the place that is

far higher. Reviewing the importance of the use of air transport services,

the airlines should compete to attract customers to be aware of its brand

image and directly choose to use their services. Various strategies

designed to improve the facilities, services, and quality, which can cause

customer satisfaction with the quality of services offered and do not

switch to a competitor.

3The increasing rate of growth every year in the tourism sector provides

good impact on the air transportation business, especially on the airline

that operating in Indonesia, Increased level of popularity of tourism areas

in Indonesia including province of Bali as the most popular destination for

domestic and foreign tourists, this makes the air transport services

company in Indonesia compete to provide good service and provide routes

for flights Jakarta - Denpasar. One of them is Indonesia AirAsia that

provides service flights Jakarta - Denpasar as the most desirable among

other routes domestically.

The services provided by airlines operating strategy of the Low-Cost

Carrier is very different when compared with the airlines that operating

full service carrier, one of the different is the baggage restrictions enacted

to passengers who use low-cost airlines. In addition, airport tax, food and

beverages are not included in the service airlines operating low cost

carrier, and therefore to obtain the good service, passengers must pay an

extra fee to the airlines (Handbook of Low-Cost Airlines, 2009)

Until 2014, there are two types of segmentation of aviation services in

Indonesia which is Full Service Carrier airlines; the airline of this type is

more expensive to fix prices by offering good facilities, the second is the

Low Cost Carrier airlines which is much cheaper price to give a very

3 http://balitribune.co.id/content/bps-catat-jumlah-wisatawan-bulan-agustus-mengalami-peningkatan

minimal facilities. Figure 1 below will show the comparison about two of

airlines business model that conducted in Indonesia, which is Low-Cost

Carrier/Airlines (LCC) and Full-Service Carrier/Airlines (FSC).

Table 1.1

List of Scheduled Commercial Airlines in 2015

No. Airlines Owned Status

1 Asi Pudjiastuti Private Low Cost Carrier

2 Aviastar Mandiri Private Low Cost Carrier

3 Batik Indonesia Airlines Private Full Service

4 Citilink Indonesia Private Low Cost Carrier

5 Garuda Indonesia State owned Full Service, Flag Carrier

6 Indonesia AirAsia Private Low Cost Carrier

7 Kalstar Aviation Private Low Cost Carrier

8 Lion Mentari Airlines Private Low Cost Carrier

9 Mandala Tiger Air Private Low Cost Carrier

10 Nam Air Private Low Cost Carrier

11 Pelita Air Service Private Low Cost Carrier

12 Sky Aviation Private Low Cost Carrier

13 Sriwijaya Air Private Low Cost Carrier

14 Transnusa Aviation Mandiri Private Low Cost Carrier

15 Travel Express Aviation Private Low Cost Carrier

16 Trigana Air Service Private Low Cost Carrier

17 Wings Abadi Private Private Low Cost Carrier

Source: Official Document of Organization for Economic Co-operation and

Development (OECD), 2015

4based on the table 1.1 above, it can be seen that of the 17 commercial

airlines operating in Indonesia (domestic) by 2015, only two (2) airlines

4 http://www.oecd.org/officialdocuments/publicdisplaydocumentpdf/?cote=DAF/C OMP/WD/2014/70&docLanguage=En

that belong to the category of full service. As many as 15 other airlines are

low cost carriers. In other words, almost all airlines that operate on

domestic flights in Indonesia are low cost carriers.

A cheap Ticket on air transport services is an important aspect for an

airline to provide services to customers who will use air transportation in

Indonesia and abroad. Cheap Tickets to be one of the considerations and

benchmarks for the customer to determine which airline they choose, this

low tariff strategy has also provided an opportunity for middle and lower

class customers to be able to use air transport services (Friesen 2006, pp.

104-107)

To run an airlines strategy to be successful, companies are required to

improve and maintain a competitive position in the airline business, then

every company should take advantage of the opportunities well, one of the

ways should be done by the company to attract customers is price

competition of airlines ticket. This is because growth in the usage of the

low-cost carrier airline increased significantly in Indonesia. Therefore, the

role of prices is very influential on use of air transport services today.

Decision-making on the customer to choose the airlines that offer air

transportation services will lead to different perspectives of each customer

in choosing airlines that will be used. people who are not too aware of the

low-cost carrier business strategy will not care about the services provided

by the airlines that use the Low-Cost Carrier strategy, but only see the

prices offered by the airline, therefore very necessary consideration on by

the customer to choose air transport services that will be used for the

comfort and safety of passengers (The evolution of Airlines Business

Model, 2011)

In this competitive market conditions, the company that wants to compete

and win the competition trying to grab market share, by optimizing its

assets. Indonesia AirAsia as a new brand in the field of aviation in

Indonesia is also growing to optimize its performance; one of the assets to

achieve these conditions is the brand.

According to Kotler 2008, a well-known brand will have a prominent

position in a competition because it is supported by a variety of strong

Association. If a company has good brand equity it will cause Brand

awareness, Brand Association, perceive Quality and Brand Loyalty on

customers who have used the product or service that has been provided by

the airline. This affects the brand image of airlines that implemented Low-

Cost Carrier strategy in enhancing the growth of its customers.

Table 1.2

Top Brand Index of Low Cost Airlines in Indonesia

Brand 2012 2013 2014 2015 Notes

Lion Air 25,9 % 30,8 % 32,3 % 35,1 % TOP Brand

(2012-2014)

Indonesia

Air Asia

7,8 % 9,9 % 10,8 % 8,7 % -

Sriwijaya Air 4,4 % 5,8 % 4,0 % 4,4 % -

Citilink - 0,8 % 2,7 % 4,4 % -

Merpati 3,8 % 3,8 % 2,5 % - -

Source: Topbrandawards.com, 2015

A brand needs to be managed properly so that the brand equity is not

declining. Seen from table 1.2 above, there are five companies of Low-

Cost Carrier airlines that operated in Indonesia, which is Lion Air,

Indonesia Air Asia, Sriwijaya Air, Citilink, Merpati Nusantara. Lion Air

has always reached the top position in the last 4 years, and the second

position is Air Asia Indonesia.

Based on the achievement of Indonesia AirAsia over the last 4 years with

second place, it shows that in 2012 to 2014 the growth index of

passengers increasing every year, and decreased in 2015. This shows that

the brand of Air Asia Indonesia has not dominated the domestic market in

the use of low cost carrier aviation services in Indonesia.

The problems faced by Indonesia AirAsia above can be authors concluded

was the result of Indonesia AirAsia brand equity that has not been too

high impact on consumers. One of the points that become KPI (Key

Performance Indicator) of Indonesia AirAsia every year is Seat Load

Factor (SLF). SLF can be defined as the number of paying passengers

carried as a percentage of seats availability. In layman, SLF can be

interpreted as a number indicating the aircraft load factors. As seen in the

figure 1.1 below, in 4 (four) years, from 2012 to 2015, none of the

specified target is reached by the Seat Load Factor.

Source: Indonesia AirAsia Preliminary Operating statistic Report

(2011,2012,2013,2014,2015)

This study will examine the four kinds of variables consisting of three-

dimensional brand equity is brand awareness, brand association, and

perceived quality without the brand loyalty, this is because one of the

purpose of this study was to examine the concept of brand equity from the

customer perspective, while brand loyalty is a process of post-purchase

81% 84% 85% 88% 80%

77% 77% 78% 76% 70%

0%

20%

40%

60%

80%

100%

2011 2012 2013 2014 2015Year

Graphic 1.1 Indonesia AirAsia Seat Load Factor 2011 - 2015

Target

Realization

that is not included in the study that focuses on the process before the

purchase decision. The author also would add the price variable in this

study because the price is one of the things that are considered by

consumers in the decision making in using air transport services.

Table 1.3

Market Share of Indonesia Air Asia, Soekarno Hatta International

Airport to Ngurah Rai International Airport

Tahun Passenger

(in person)

2015 20,160

2014 21,600

2013 14,760

Source : CAPA-Center for Aviation, 2016

Total air passenger growth is predicted to increase along with economic

growth in Indonesia. In this case, the economic growth of a country will

increase the Indonesian income per capita; culminate with the increasing

of purchasing power of the existing air transport services in Indonesia. Air

transport that was once considered expensive and unaffordable now would

be a rational choice with increasing purchasing power. In the figure above

shows the growth of passengers using Indonesia AirAsia as air transport

services at Soekarno-Hatta International Airport to Ngurah Rai

International Airport in the period 2013 to 2014 increased significantly,

then, in 2014 to 2015, the number of passenger growth is decreased from

the previous year. Based on the above table it can be concluded that the

growth of passenger air transport services cannot be predicted annually, it

is very dependent on the problems that occur in the use of transport

services itself.

1.2 Identification of the Problem

PT. Indonesia AirAsia over the last four years (2012-2015) has always

been in second ranked based on Top Brand Index of Low Cost Airlines in

Indonesia under Lion Air even when the index value achieved by

Indonesia AirAsia is increasing every year from 2012 until 2014 and

decline was not significant in 2015. It is concluded that Indonesia AirAsia

has not been grabbing market share in recent years. In addition, if seen

from the data if Seat Load Factor Indonesia AirAsia taken from annual

reports Indonesia AirAsia, it is known that none of the target market that

already set as one of the Key Performance Indicator (KPI) company in the

year 2011 to 2015 reached the desired target.

The last problem occurred in Indonesia AirAsia flight route from Jakarta

to Denpasar, it can be seen that Indonesia AirAsia has not been able

dominate and maximize its performance on this flights route as the main

domestic routes in Indonesia AirAsia. Thus, viewed from the perspective

of the customer, is necessary to do reviewed.

And in this study, the authors tried to find the effect of Brand Awareness,

Brand Association, Perceived Quality, and, Price on Consumer buying

Decision for the customers who using Air Asia Indonesia with flight route

at Jakarta – Denpasar.

Based on the statement above, the title of this study is “The Impact of

Brand Equity and Price towards Customer Purchase Decision in Low

Cost Airlines (A case study of Indonesia AirAsia, Jakarta – Denpasar

route).

1.3 Statement of the Problem

Specifically, this study aims to answer the following question:

a. Is there any partially significant influence between Brand Awareness

with Customer Purchase Decision?

b. Is there any partially significant influence between Brand Association


c. Is there any partially significant influence between Perceived Quality


d. Is there any partially significant influence between Price with

Customer Purchase Decision?

e. Is there any simultaneously significant influence of Brand Awareness,

Brand Association, Perceived Quality, Price with Customer Purchase

Decision?

1.4 Research Objectives

This research has several objectives to be achieved in order to answer the

several questions in statement problem above. Therefore the objective of

conducting the research mentioned as follows:

a. To find out if there is partially significant influence between Brand

Awareness with Customer Buying Decision.

b. To find out if there is partially significant influence between Brand

Association with Customer Buying Decision

c. To find out if there is partially significant influence between

Perceived Quality with Customer Buying Decision

d. To find out if there is partially significant influence between Price

with Customer Buying Decision

e. To find out if there is simultaneously significant influence between

Brand Awareness, Brand Association, Perceived Quality, Price with

Customer Buying Decision

1.5 Significant of the study

This study was made to provide the benefits of knowledge, information,

and suggestions to the parties in the making of this study mentioned

below:

a. For researchers, this study was made to provide the insight into the

impact of Brand Equity and price in customer purchase decision in

Indonesian airlines in providing services to customers, and to fulfill

the requirements for bachelor degree in Faculty of business majoring

in management at President University.

b. For the general public, this study provides a better understanding of

how the airline in carrying out and implement brand equity and price

as a method that is used for decision-making customers, maintain

customer loyalty, and to compare the level of popularity airlines that

using the Low-Cost Carrier strategy towards services provided.

1.6 Research Scope and limitation

Scope

The study is conducted to “The impact of Brand Equity and Price toward

Customer Purchase Decision in Low Cost Airlines ( A case study of

Indonesia AirAsia, Jakarta – Denpasar route)”.

Limitation

This study focused on Indonesian citizens in Jabodetabek area who are

using air transport service company in flight route for Jakarta - Denpasar.

Questionnaires are distributed to 200 Indonesia AirAsia customers in three

Travel agent of air transport in Jabodetabek and the student of President

University who use Indonesia AirAsia. This study is only bounded on

AirAsia Indonesia, this study only analyzes of the impact of Brand equity

which is only Brand Awarenes, Brand Association, Perceived Quality, and

the other variable is price on customer purchase decision for Indonesia

AirAsia.

1.7 Definition of Terms

Some terms used in this research are as follows according to Cambridge

Advanced Learner’s Dictionary (2008) and Aaker (2010):

1. Low Cost Carrier: Company management systems that reduce the

operating costs to suppress the prices.

2. Full Service Carrier: Company management system that provides a good

service without reducing the operational cost of company.

3. Asset: a useful or valuable quality, skill or person.

4. Association: a feeling or thought that relates to someone or something.

5. Awareness: knowledge that something exists, or understanding of a

situation or subject at the present time based on information or experience.

6. Brand Association: associations triggered by a brand.

7. Brand Awareness: the extent to which a brand is known among the public.

8. Brand Equity: the set of brand assets and liabilities linked to the brand –

its name and symbols – that add value to, or subtract value form, a product

or service.

9. Brand: a type of product made by a particular company.

10. Equity: specialized the value of a company, which is divided into many

equal parts owned by the shareholders, or one of the equal parts into

which the value of a company is divided.

11. Loyalty: the quality of being loyal.

12. Perceive: to come to an opinion about something, or have a belief about

something.

13. Perceived Quality: The ability of a product or service to satisfy the needs

or demands of the customers.

14. Quality: a characteristic or feature of someone or something.

15. Price: The Amount of money that should be pay for a product.

CHAPTER II

LITERATURE REVIEW

2.1 Theoretical Review

2.1.1 Brand

American Marketing Association as cited by Kotler and Keller (2012)

characterized Brand as a name, term, sign, image, or configuration or a

blend of them planned to recognize the products and administrations of

one vender or gathering of merchants and to separate them from those of

contenders According to Kotler & Keller (2012), a Brand has a function

for the company as follows:

1. Simplify the handling or product search.

2. To help set the record inventories and accounting records.

3. It offers legal protection to the company for features or unique

aspect of the product. For the company, the brand presented a

piece of property law very valuable, can affect consumers, can be

bought and sold, as well as providing security of future income

continuously.

Hammond (2008) characterized brand as the aggregate passionate

experience a client has with the organization and its item or

administration. Godin (2009) portrayed brand as the arrangement of

desires, recollections, stories and connections that, taken together,

represent a buyer's choice to pick one item or administration over another.

From the above points of view, can be inferred that a brand can begin

from the name, term, sign, image that plan to separate an item with the

contender's item through its uniqueness and included worth.

Source: Sadat (2009)

Sadat (2009) in his book recommends that solid brands will give

confirmation of top notch and quality to clients, which in the long run

likewise have a wide effect on the organization. Here are a few advantages

the client and the organization refer

Table 2.1: Benefits of Strong Brands

Based on some of definition above, Brand can be defined as the additional

identity of a product that not only differentiate from competitors, but also

a promise from the producer to the consumer to ensure the consistency

that a product is always able to deliver the value of customers expect.

Consumers Firms

- Brand as a sign of value

- Facilitate

procedure/purchasing

sides.

- Tools to recognize items

- Reducing the danger

- Provides mental worth

- Can speak to the identity

- Customer Magnet

- Protection device from the

imitator.

- Has the fragment of steadfast

clients.

- Differentiate the result of

Contenders.

- Reducing examination of value

with the goal that it can be sold

Premium

- Easier offers another items

- Worth the high money related

quality.

- Weapon sin rivalry

2.1.2 Brand Equity

Brand equity is the value of the brand in the market. A brand that has a

high equity can make a different sort of positive response on the market, It

makes the brand can generate good feedback from consumers. (Pullig,

2013)

Kotler and Keller (2009) defined that brand equity is the added value

given to the product or service. brand equity can be reflected in the way

customers think, feel and act in conjunction with the brand. Fouladivanda

(2013) said that Brand Equity speaks to the one of kind advertising

consequences for brand.

Aaker (2011) in his book 'Brand Relevance: Making Competitors

Irrelevant' expressed that Brand equity is "a noteworthy obstruction to

contenders, can be founded on brand perceive ability and on client

connections including enthusiastic and self - expressive advantages that

can run profound and are not effectively. Aaker (2010) in his book

'Building Strong Brands' partitions Brand Equity, it is refer to Aaker’s

Brand Equity Model figure 2.1 it can be comprehended as the aftereffects

of some real measurements:

Figure 2.1

Brand Equity model

Constructed by Researcher, adopted from Aaker 2010

Brand Equity

Brand Awareness

Perceived Quality

Brand Association

Brand Loyalty

2.1.3 Brand Awareness

Sadat (2009) mentioned that brand awareness is the ability for consumers

to recognize or recall a brand that relate to a specific product category.

From these definitions can be interpreted that a consumer who has an

awareness of the brand will be able to describe the elements of the brand.

Astuti and Cahyadi (2007) explains that brand awareness is the power of

the existence of a brand in the minds of consumers.

Aaker (2010) said that Brand Awareness is alludes to the capacity of a

potential buyer to review and perceive the brand, connecting the band

with its comparing item class. Purchasers recollect brands in diverse ways,

the courses began from the acknowledgment: customers have seen the

brand some time recently, review: buyers recall the brands, to 'top of

brain'; the first brand rings a bell, lastly get to be prevailing; this is the

main brand reviewed. Brand equity can in this way surprisingly be

upgraded by making awareness for the brand. (Aaker 2010).

There are 4 stages of Brand Awareness according to the Aaker & Sadat

(2010) and refer to Figure 2.2:

1. Unaware of Brand

In this stage, the consumer does not completely recognize the brands

mentioned though with tools such as media images or mention the name

of the brand.

2. Brand Recognition

At this stage, consumers will be remember a brand after given help with

seeing an image or a particular characteristic.

3. Brand Recall

At this stage, the brand can be remembered by consumers with or without

specific tools

.

4. Top of Mind

This level is the highest and most ideal position for all brands. A brand is

well understood and recognized by consumers to the elements on the

brand. Consumers will mention the brand for the first time when given a

question about a product category and make primary brand in the minds of

consumers.

Figure 2.2 Brand Awareness Pyramid

Source: Adopted from Aaker (2010)

2.1.4 Brand Associations

Brand Association is anything that related in the memory of consumers to

a brand. Positive associations inherent in the brand can be easy for

customers to process and recall information on the various brands that are

useful in the process of making purchasing decisions. The high brand

awareness can be a sign of the high quality, commitment, and encourage

consumers to think of a particular brand in the purchase process (Yaseen

et al., 2011). Brand Association remarkably effect the information

recalling and processing, it also provides a real point of differentiation

Unaware of a Brand

Brand Recognition

Brand Recall

Top of Mind

from competitor, provides a valid reason to opt, generate positive feelings

and attitudes about a brand and above it all serves as the basis of real time

extension. Brand association consists of all brands – related thoughts,

feelings, perceptions, image, experiences, beliefs, attitudes, and so on that

becomes linked to the brand node (Kotler & Keller, 2012). Brand

association is anything that given an effect to the customer to remember

the brand (Hosseini, et al., 2013).Distinctive brands has diverse

associations to their planned clients. Brand associations are driven by the

brand character, which is the thing that the organization needs the brand to

remain for in the client's brain. In this manner, the improvement and

execution of a brand personality, is a key to assemble solid brands.

(Aaker, 2010).

From the definition above it can be concluded that brand association is

closely linked to the memory of a consumer. The memory of a consumer

about a brand can be generated through the experience of using a product

or service. Thus, manufacturers must offer the benefits and advantages

compared to competing brands.

A strong brand association will assist communication and brand

positioning. Thus, positive brand associations can assist customers in

processing and recalling information about a brand that into consideration

in making purchasing decisions (sadat, 2009; 139)

2.1.5 Perceived Quality

Product quality is the characteristics of the product depend on its ability to

satisfy the needs of customers which asked or implied, by providing

functional and psychological benefits (Getrycia, 2013). The quality of a

product or service would be perceived by the consumer, so that the value

of the brand will make customer give a response to the brand about the

quality itself. (sadat, 2009; 168). The response generated by the customer

can be a customer perception regarding quality can be created through the

development of the quality of a product or service continuously.

Another definition of the perceived quality is consumer perceptions of the

overall quality or excellence of a product or service similar to that

expected.

Sadat (2009) explains that there are some benefits that can be gained

to a brand that has a perception of high quality, namely:

1. Reasons to buy

Perceived Quality which developed well in the minds of customers

will help the effectiveness of marketing programs. A lot of

information obtained by the customers in making a customer’s

reluctant to respond further, so the perception of high quality will

guide the customer in the purchase process.

2. Differentiation

A brand that has a high perceived quality would certainly be

different from other brands.

3. The particular treatment

Distributors and retailers will give special attention to the high-

quality brands. Usually those brands will be placed in its own

separate display case with other brands.

4. Expansion of the brand

A brand with high quality perception has a great opportunity to

develop their products in various categories by using the brand

name as an "umbrella" for other products.

Quality is measured by looking at the extent to which a brand is

considered attractive and give a natural effect of the item and

administration in brand competition. perception of quality is the main

thing for consumers to buy and remember the brand that will be used.

consumer awareness about the quality given to consumers aiming to

measure how effectively the products or services offered (Aaker, 2010).

Positive impression of the brand value can be established through

evidence that a different measurement values and is essential for the

client, and is necessary to expand the view of the quality brand that

satisfaction measures are needed (Zhou & Ziang, 2011). Perceived quality

is one of the primary measurements of brand equity. It is the center

develops to measure brand equity (Aaker, 2010).

2.1.6 Price According to Kotler and Keller (2012) defines that “Price is the one

element of the marketing mix that produces revenue; the other element

produce coasts. Price are perhaps the easiest element of the marketing

program to adjust; product features, channels, and even communication

take more time”.

Buchari Alma (2011) defines that "price as the value of an asset expressed

in money". Price has two primary roles in consumer decision-making

process, namely the role of the allocation and the role of information.

Based on the above definition the authors can conclude that the price is

the value of goods expressed in money to customize product features,

channel, and communication and the benefits of owning or using a

product or service.

According Buchari Alma (2011) prices have two primary roles in the

customer purchase decision, namely:

1. The role of the allocation of the price, which serves to help the

buyer to decide how to obtain the highest benefit to be expected

based on their purchasing power. Thus, the prices can help the

buyers to decide how to allocate its purchasing power in different

types of goods or services.

2. The role of information in price is serves to educate consumers on

the factors of the product or its benefits objectively. Perception

often happens is that a high price reflects the quality of the

product.

Pricing is always be a problem for any company because the price is not

the absolute authority of a company. The role of pricing will be very

important, especially in the conditions of competition is getting stronger,

the price is very important to maintain and enhance the company's

position in the market. In other words, the price affects the company's

competitive ability in the market.

The price also is the only element in the marketing mix that produces

revenue, all other elements represent only the price and the price may

change quickly. At the same time, pricing and price competition is the

first problem facing many marketing executives, but many companies are

not able to handle with a good price.

2.1.6.1 The Objectives Pricing

Each company set the pricing strategy for creating excellence in the face

of competitors on the market. Prices can be determined by a variety of

perspectives objectives of a company. According Fandi Tjiptono (2010),

there are four kinds of pricing, is:

1. Income Oriented Objective

This objective is known by the term profit maximization. In the era

of global competition conditions are very complex and many

variables that affect the competitiveness of any company, profit

maximization very difficult to achieve, because it is difficult to be

able to accurately estimate the amount of sales that can be

achieved at a certain price level

2. Volume Oriented Objective

In addition to profit-oriented purpose, there is also a company that

sets the price based on the volume purpose-oriented or commonly

known as Volume pricing objectives.

3. Image oriented Objective

Image of a company can be formed through pricing. Companies

can set a high price to establish or maintain their image.

4. The purpose of price stabilization

In a market which consumers are very sensitive to price. When a

company lowers its price, the competitors have to lower their

prices as well. In these conditions will causing the price

stabilization purposes in certain industries whose products are

highly standardized.

2.1.7 Consumer Purchase Decision

Consumer purchasing decisions are part of an element attached to the

individual consumer called consumer behavior in which it refers to the

real physical action can be seen and measured by others (Getrycia,

Djatikusuma, 2013).

According to Kotler and Amstrong (2012), Said that “Consumer behavior

refers to the behavior of final consumers - individuals and households that

use goods or services as daily needs”, The definition can be interpreted

that the behavior of consumer Purchase decision refers to end of the

buying behavior of consumers, individually, and households who buy

goods and services for personal consumption.

According to Kotler and Keller (2009) declares that "The decision to

purchase was the creation of consumer intentions to buy the most

preferred brand".

Based on the definitions above, it can be concluded that the buying

decision was the behavior of consumers to buy goods or services they

prefer.

2.1.7.1 Purchase Decision Process

According to Kotler and Armstrong (2012: 176), consumers will pass

through five stages of the purchase decision process, the stage portrayed

in Figure 2.3 below:

Figure 2.3 Consumer Purchase Decision Process

Source: Adopted from Kotler and Amstrong (2012)

The series of consumer Purchase decision process according to Kotler and

Armstrong (2012) described as follows:

1. Need Recognition, is the process consumers recognize a problem

or need. Manufacturers or marketers need to understand situation

that triggered a particular need, by gathering information from

some customers.

2. Information Search is the processes of consumers are driven to

seek more information. The source consumers information were

divided into four groups, is:

a. Private source, which are family, friends, neighbors,

acquaintances.

b. Commercial sources, which is advertising, sales

representatives, distributors, website, packaging, display.

c. Public sources, which are the mass media, certain

organizations, consumer ratings, an internet search.

d. Experience sources, which are handling, assessment, and use

of the product.

3. Evaluation of Alternatives is the process consumers use the

information to evaluate in choosing options.

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post purchase Behavior

4. Purchase decision, is the process forming the reference of

consumer on brands that are in the evaluation stage.

5. Postpurchase Behavior, is the process consumer were satisfied or

dissatisfaction with purchases made.

2.1.7.2 Customer Purchase Decision Model

Companies need to identify the model of consumer purchasing decisions

to recognize these consumers. Shiffman and Kanuk (2010) introduced a

model that refers the consumer on how consumers behave is based on four

views, namely:

1. Economic View, which is classified as a consumer who makes

decisions.

2. Passive View is the consumer who is described as a buyer who is

obedient to the desires and the promotion of marketers.

3. Cognitive View, which is a model that focuses on the consumer in

finding and evaluating information about the brand.

4. Emotional View, which is consumers when making a purchase

tend to pay attention and look for information with due regard to

the feelings and moods.

2.2 Influence of Independent Variables on Dependent Variables

2.2.1 Influence of Brand Awareness toward Customer Purchase Decision

Level of brand awareness is to explain how strong customers identify a

brand. So that the brands are in the Top of Mind levels has a chance to

become a major brand and can have a chance to win the increasingly

fierce competition in the market now. Brands that are well known would

have a high chance to be chosen by consumers than the unknown brand.

In a study conducted by the Tambunan and Widiyanto (2012) before

resulted that brand awareness can influence the purchase decision process

significantly.

2.2.2 Influence of Brand Association toward Customer Purchase Decision

Brand association is able to influence consumer purchase decisions

through the creation of brand excellence and high value benefits to

consumers. A brand that has its advantages and high benefits can create a

high trust on the brand. The experience of using a product or brand is able

to create A strong brand association. In some cases the consumer purchase

decision is not due to the intrinsic superiority of a brand, but because of

extrinsic associations connected with the knowledge of consumers (Sadat,

2009; 138)

In a study conducted by Dewi (2014) concluded that the association of the

brand has a significant positive effect on consumer purchasing decisions.

In addition, research conducted by Khasanah (2013) showed that the

association of the brand significantly influences consumer purchase

decisions.

2.2.3 Influence of Perceived Quality toward Customer Purchase Decision

Perceived quality has a role in influencing purchasing decisions.

Perception of high quality explains the expectations of the consumers

towards high quality to a brand. A good perceived quality can be created

through increased excellence and benefits of a product. Perception of

quality for each consumer is different; every consumer will consider the

interests and needs. A consumer has the high perceived quality to a brand

will be confidence in the quality of the product and will tend to choose the

brand than any other brand.

In a study conducted by the Tambunan and widiyanto (2012) concluded

that the perception of quality significantly influence the consumer

purchasing decisions. Therefore, it can be said that the perception of a

high quality in a product or brand can influence consumers in making

purchasing decisions.

2.2.4 Influence of Price toward Customer Purchase Decision

Many consumers are considering how the selling price of products or

services received by the market. Pricing of products or services is a key

strategy of a company in the face of increasingly fierce competition.

Consumers who sensitive to price will be very consider the price before

deciding to buy. Prices were set by a company to a product or service will

affect consumer buying decision, so that makes price changes become

consumers' assessment of significant purchasing decisions (Ong and

Sugiharto, 2013). The role of price in the buying decision of consumers is

regarding expectations of the benefits who will be received by the

consumer based on the amount of the price to be paid to get the product or

service. Information on prices is the consumer consideration. In this case

the consumer will be make a judgment on the suitability of the price and

benefits of a product or service

In a study conducted by Khasanah (2012) mentioned that the price has a

positive influence on consumer purchasing decisions.

2.3 Previous Research

No Researcher/

Year/ Title

Research Design Result

1 Riggs, S., &

Brown, J.

Customer

purchasing

decision as the

impact of brand

loyalty, brand

awareness, brand

association,

perceived

quality: a study

on multi-utility

vehicle in Uttar

Pradesh, India.

Population: car owner in

India.

Sample Size: 130

Sampling Technique: Car

owner of Maruti, Hyundai,

fiat, Tata, Chevy, and others

Validity: Factor Analysis

Reliability: Cronbach’s

Alpha

Data analysis: SEM

- Brand Equity and

perceived quality

influence customer

purchase decision.

- Brand loyalty is

the highest

significant to

customer purchase

decision, after

brand awareness,

brand association,

and perceived

quality

2 Doostar, M., et.

Al (2012). The

impact pf brand

awareness, brand

association, and

perceived quality

on purchase

decision of final

customer

focusing on

product with low

mental conflict.

Population: Buyers of food

products daily consumption

in Iran

Sample Size: 400 buyers

Sampling Technique:

descriptive-survey and

random sampling

Validity: Factor Analysis

Reliability: Cronbach Alpha

Data analysis: Descriptive

analysis

- Brand equity has

direct impact on

consumer

purchase

decision.

- Brand awareness

is the highest,

followed by

brand association

and perceived

quality

3

Raza, Ahmad.

(2012). The

relationship

between service

quality, perceived

value,

satisfaction and

revisit

Population: Major urban area

in Pakistan

Sample size:150 respondents

Sampling technique: random

Validity: Factor analysis

- Brand loyalty,

perceived quality

affect perceived

value

- Perceived quality

indirect effect to

repurchase

4 Lee, G., Chieng,

L. (2011).

Dimension of

customer-based

Brand Equity: a

study on

Malaysian brand.

Population: Malaysian

people

Sample Size: 500

respondents

Validity: Factor Analysis and

Correlation

Reliability: KMO

Sampling Technique:

Probability sampling.

Data analysis: SEM

- Marketers should

a broad view of

marketing

activity.

- Marketers should

recognized

various effect it

has on brand

knowledge.

5 Khasanah, I.

(2013). The

impact of brand

awareness

perceived quality,

and brand

association of

purchasing

decision on

Sedaap instant

noodle in

Semarang

Population: People in

Semarang

Sample Size: 100

Respondents

Type of Research :

Quantitave Research Method

Technique :

Accidental sampling method

Validity: Factor Analysis and

Correlation

Reliability: SPSS

Data analysis: SEM

Brand association is the

most is the most

influence on purchasing

decision

Brand awareness is the

factor that may

encourage consumer

purchase decision.

Perception of quality is

part of purchase decision

Brand association is one

of the factor of consumer

purchase decision.

6 Nigam, A., &

Kaushik, R.

(2011).

The impact of

brand loyalty,

brad awareness,

brand

association, a

perceived quality

on consumer

purchase

decision.

Population :

Car owner in Hayana, India

Sample Size :

130 Respondents

Type of Research :

Quantitative Research

Method

Validity: Face validity

Reliability: SPSS

Data analysis: Descriptive

analysis.

- Brand loyalty the

highest impact on

purchase

decision,

followed by

brand

association,

perceived quality,

brand awareness.

7 Krystia

Tambunan and

Ibnu Widyanto

(2012).

The Influence of

Brand Image,

Perceived

Quality, and

Price on purchase

decision of

bandeng presto

Population: Customer of

Bandeng Presto

Sample size: 100 respondent.

Type of Research :

Quantitative Research

method.

Validity: Factor analysis and

Correlation

Data Analysis: SEM

- Perceived

Quality is the

highest impact on

purchase decision

followed by price

and brand image.

2.4 Theoretical Framework

Figure 2.4: Theoretical Framework

(Source: self-constructed, Adopted on Brand Equity Model (David A. Aaker,

1991), cited in (Sigit, Siti, Novandri, 2010) )

H5

H4

H3

H2

H1

Brand Awareness (X1)

Brand Association (X2)

Price (X4)

Customer Buying

Decision

(Y) Perceived Quality (X4)

2.5 Hypothesis

H1 There is a partially significant influence between Brand Awareness

toward Customer Purchase Decision

H2 There is a partially significant influence between Brand Association


H3 There is a partially significant influence between Perceived Quality


H4 There is a partially significant influence between Price toward

Customer Purchase Decision

H5 There is a simultaneously significant influence between Brand

Awareness, Brand Association, Perceived Quality, Price toward Customer

Purchase Decision

CHAPTER III

RESEARCH METHODOLOGY

In this chapter, the researcher will explain the research methodology used

to obtain the necessary information and data that can be in this study.

Definition of research based on a systematic effort that aims to find out,

develop, and test the correctness and validity of scientific data using

scientific data (Sugiyono, 2012). While, the methodology is an activity for

which are related to the research framework to get the purpose of research

and to find out a reliable response from the research question (Ruslan,

2003). Therefore, the research methodology can be summarized as

knowledge that describes the activities necessary to obtain a solution or

action in the research to develop knowledge using the scientific method.

In addition, in this chapter includes the sampling design, research

instrument, research design, data collection procedure, reliability and

validity, and testing the hypothesis of the study.

3.1. Research Design.

The research design can be interpreted as guidelines for research used in

the process to find out responses from the research problems that will

causing benefits for the parties involved in this study. In addition, there

are two methods of the research approach used for research activities,

namely quantitative and qualitative, in which the difference between the

two methods of these studies are in the type of data, data collection

instruments, the process of research and research purposes (Kothari,

2004).

In this study, researchers used a quantitative approach as a method of

research that will help researchers to find out the answers or responses

given of the research problem, the researcher adopted the descriptive

research as a research method in which a descriptive study itself is defined

as a study that describes situations, phenomena, and program or to provide

information about a condition caused by a problem of this research.

Quantitative method approach is a type of research approach using the

paradigm of positivism in developing the science of applying systematic

strategies such as experiments and surveys with statistical data. It is

methodical, subjective methodology used to describe the background and

provide for their significance (Malhotra, 2010). Quantitative research aims

to clarify the relationship between variables, to determine the causality of

variables, and to test the theory with predictive relationship.

Multivariate data analysis is used as statistical technique in interpreting

structure of data. It is classified into two techniques such as dependence

analysis and interdependence analysis in which dependence analysis

functions in estimating relationship between dependent variable with two

or more independent variables. Meanwhile, Interdependence analysis

functions in grouping a set of variables in order to reduce large number of

variables with fewer variables without alleviating contained information

in original variable. However, multivariate data analysis will only use

dependence analysis technique with multiple regression as its

instrument.Therefore, this study adopts descriptive research method with

quantitative approach that is analyzed by utilizing multivariate data

analysis.

3.2. Research Framework.

This research specifically analyzes the impact of Brand equity and price of

PT.IndonesiaAirAsia, with flight route in Jakarta – Denpasar in low cost

airlines, toward customer purchase decision in Jabodetabek area. The

main purpose of this research is to know the influence of Brand equity and

price of PT. Indonesia AirAsia in attracting and retaining its customer in

order to obtain a sustainable business growth, in order to know the

effectiveness of low cost carrier strategy in achieving a business growth .

In this study, the researcher only uses 3 (three) dimension of Brand equity

which is brand awareness, brand association, and perceived quality

without the brand loyalty, this is because one of the purpose of this study

was to examine the concept of brand equity from the customer

perspective, while brand loyalty is a process of post-purchase that is not

included in the study that focuses on the process before the purchase

decision. The author also would add the price variable in this study

because the price is one of the things that are considered by consumers in

the decision making in using air transport services.

In terms of research preparation, the researcher collected necessary

information regarding with the top brand index, seat load factor, and

Market share of PT. IndonesiaAirAsia Company in period of 2012 until

2015 for the flight route Jakarta – Denpasar.

After collecting data of research, the researcher continued to find problem

identification from obtained data. The researcher found that the PT.

Indonesia AirAsia becomes second position of aviation top brand in low

cost airlines company after Lion Airlines. This phenomenon stimulates the

researcher’s curiosity whether there is any relationship between numbers

of airlines with purchasing activities that will affect the company’s

position in the market. Then, after reading some journals, articles and

theories, this condition can be happened in business activities of low cost

carrier as the purchase activities in airlines industry is influenced by the

brand equity and price of airlinesin which it can be created with deployed

in market. To support the problem statement, theories and opinions are

explored in chapter 2 of literature review in which it also support the

construction of the questionnaires.

After constructing questionnaire, the researcher examined the reliability

and validity of questionnaire before distributing to the respondents of

research. There are 30 different people were selected randomly to examine

the reliability and validity by using Pearson correlation matrix and

Cronbac Alpha as the method, respectively. The method will indicate the

significance of bivariate relationships among brand equity and price

variables. In this context, the pretest stage is purposed in order to ensure

whether the statements in the questionnaires were clear enough to

understand, to revise some unreliable and invalid statement, so that

respondents of research which the characteristic and the number of the

respondents will be described through this chapter.

In this research, SPSS 23.0 is the primary tool which will be used by the

researcher to analyze the data quantitatively. At the end of research, the

researcher comes up with suitable recommendation according with the

result of research. In addition, the steps of research from problem

identification until result of research are shown in the following figure 3.1

below.

Collecting data of AirAsia Indonesia customers Defining research problem

Review the literature

Review concepts and theories

Review previous research findings

Formulating hypothesis

Designing research

Determining research method & sample design

Constructing Questionnaire Pre-test Questionnaire: Reliability and Validitiy

Collecting data Data analysis and

Conclusion and Recommendation

Figure 3.1 Research Framework Constructed by Researcher

3.3. Research Instrument.

3.3.1. Data collection method

Data collection method is considered as part of research instrument in

which becomes tools in solving research question. The researcher strives

to find information from various sources by utilizing primary data and

secondary data as data collection method of this research. The following

figure 3.2 shows data collection method used by the researcher to find the

answer of research question.

a. Primary Data

Primary data of this research of “The impact of Brand Equity and Price

Toward Customers Purchase Decision in Low Cost Airlines (A Case

Study of Indonesia AirAsia, Jakarta – Denpasar route) is gained directly

Data Collection Method

Primary Data Secondary data

Literature Review

Books

J l

Survey

Questionnaire

Data Selection

Figure 3.2 Data Collection Method Constructed by Researcher

from the questionnaires that are aimed for survey as source of primary

data. Questionnaire is a technique of data collection for primary data by

giving certain numbers of statements that are related with involved

variables in the research in which it will be spread to the research

respondents of research.

The questions in the questionnaires are inspired by the previous research

by Agustinus (2015) entitled “The impact of Brand Equity Towards

Customer Purchase Decision (A Case study of LPG 12 Kg, in Tarakan)”.

b. Secondary Data

Secondary data is the data that has usually been collected by the data

collecting agency and published to the user community of data (Kuncoro,

2004, p.25). Secondary data were obtained indirectly or through another

party, or historical reports that have been compiled in the record that is

published or not. Secondary data used in this research is the study of

literature in the form of books, journals and other documents that are

related to the study material that is the image of the brand, purchase

decision, the Low Cost Carrier of Airlines and brand equity.

3.3.2. Operational Definition

Operational definition refers to an element of research to which the

researcher determines the way of measuring all involved variables in the

study (Bluestone, 2010). The following table 3.1 describes the way of

measuring variables used in this research.

Table 3.1 Operational Definition

Variable Definition Indicator Statement

Brand

Awareness

Brand Awareness is

customers ability to

identify the brand under

different conditions, as

reflected by their brand

recognition or recall

performance (Kotler &

Keller, 2012)

Identity power of

the brand

Some identity attributes of this Indonesia AirAsia come to my Mind very quickly.

Brand Awareness is the

familiarity’s customer of

an existence in a brand.

familiarity power I am familiar with Indonesia AirAsia.

Recognizing of

the brand

I can recognize Indonesia AirAsia quickly among other competing brands.

Recall power

I remember Indonesia airAsia when buying a low cost arilines.


Brand

Association

Brand Association is

represent what the brand

stands for and also imply

a promise to their

customers from the

organization member.

Brand association is

something that provides

meaning to a brand. (Gill

&Dawraa, 2010)

Branding image Indonesia AirAsia has very unique brand image, compared to competing brands.

Brand Association is a set

of attachment which

related to all essence of a

brand and are embedded

in customer mind.

Respecting

power

I respect and admire people who are using Indonesia AirAsia services.

Comfortability I like Indonesia AirAsia because of comfortability.

Personality

Feelings

I like and trust Indonesia AirAsia because it reflects my personality feelings.


Perceived

Quality

Perceived quality is the

customer’s perception of

the overall quality or

superiority of a product or

services with respect to its

intended purpose.

(Danang, 2012)

Reliability

Indonesia AirAsia is very reliable.

Perceived Quality is a

customer belief regarding

the level of grade or

predicting of quality in a

product or services.

quality service

Indonesia AirAsia has a good quality Service.

Features of the

services

Service from Indonesia AirAsia offer excellent features. (Seat, Meals, Cabin, baggage).

Securities

perception

Indonesia Air Asia is safe to use.


Price

Price is the amount of

money charged for a

product or service, or the

amount of value in

exchange for the

consumer on the benefits

for owning or using a

product or service (Kotler

&Amstrong, 2008)

Prices worthy

The price offered by Indonesia AirAsia is worthy with their services provided.

Affordability

The price of Indonesia AirAsia isaffordable.

Competing price

The price offered by Indonesia AirAsia is cheaper than other Low-Cost Airlines.

Customer power

The price of Indonesia AirAsia is appropriate for the customers.


Purchase

Decision

Purchasing decision is the

buyer’s decision about

which brand to purchase

(Kotler &Amstrong,

2012)

Purchase

Decision:

Quality of the

service

I decided to purchase Indonesia AirAsia because of its quality.

Purchasing decision is the

stages of customer

behavior in buying from

before they wanted to buy

till they had bought.

Brand image I decided to purchase Indonesia AirAsia because of the brand is familiar to me.

Reputation

power

I decided to purchase Indonesia AirAsia because of its reputation.

Purchase

Decision:

Customer loyalty

I decided to repeteadly purchase Indonesia AirAsia.

3.4. Sampling Design.

Sampling design constitutes statistical methodology used by the

researcher in order to determine the portion of sample used that will be

taken from a particular population. In this research, the researcher decided

to use non-probability sampling as research’s sampling technique with

accidental sampling for the selection technique of non-probability

sampling. Accidental sampling is chosen as selection technique due

limitation of time, energy and cost because it refers to a technique based

on coincidence in which anyone can be used as sample as long as they

seems to be fit with requirement (Sugiyono, 2010).

3.4.1. Population

As explained above, the population has an important role in the research;

the population in this case refers to a group of people, events, or things of

interest from the population so as to provide an opportunity for

researchers to examine it (Sekaran & Bougie, 2010). In this study,

researchers have determined the study population to use people who live

in Jabodetabek area of all gender, occupation, age, in three travels agents

(Baraya dwidaya Tours & Travel, Mitra Selaras Tours & Travel, WITA

Tours) who wants to have experiences in using IndonesiaAirAsia as the

public transportation.

3.4.2. Sample Size

Samples can be defined as a characteristic or scope of a study taken from a

particular population to enhance the research (Sugiyono, 2010). Moreover,

after knowing sampling technique, element of data selection and

population of the research then the size of sample used need to be

determined. In this context,the researcher refers to the theory of

Maholtra(2011) which says, for unknown population sample size must be

at least 4 or 5 times of the total question used in the research. Whereas,

Sekaran&Bougie,(2010) suggest that sample size which are larger than 30

and less than 500 normally applicable for most research. Therefore, the

researcher set the minimum sample of this research is 130 (26*5(amount

of questionnaire) and chooses 200 respondents as the sample for this

research.

3.5. Statistical treatment.

In this research, there are three types of statistical instruments for the

purpose of gathering and analyzing data such as Likert Scale, Weighted

Mean and Standard Deviation.

3.5.1. Likert Scale

Likert Scale is a measurement method used to measure attitudes, opinions

and perceptions of a person or a group of social phenomenon (Sugiyono,

2012). Likert scale is aimed to examine how strongly respondents agree or

disagree with the questionnaire with a five-point scale with following

remarks (Sekaran, Bougie, 2010):

The questionnaire in this research utilizes Likert scale as measurement of

respondents in giving their responses toward all statements in

questionnaire in which the measurement comprises of favorable and

unfavorable responses that will be scaled.

3.5.2. Weighted Mean

Weighted mean also known weighted average means a procedure for

combining the means of two or more groups of different size (Vogt,

2005). 5It aims to consider the importance of an item, the number is also

called by Weight in each item on the relative proportions, where he can be

calculated using the following formula.

5Emathzone.com, 2013

Figure 3.3 Likert Scale Source: Sekaran, Bougie, 2010

Where:

x = Weighted mean of the factors related

w = Corresponding Weight

x = A set of number designated / rate of importance

3.5.3. Standard Deviation

The purpose of Standard Deviation is to measure the spread of data

heterogeneity in the research so that it can be said as total variability

average in a set of observed data (Sugiyono, 2001). The sample standard

deviation is used in analyzing sample of data with following formula.

Where:

s = Sample standard deviation

N= Number of score in a sample

N-1 = degrees of freedom or Bessel’s correction

x = Value of sample

x = mean of average of the sample

n

nnn

i i

n

i ii

wwwxwxwxwx

w

xwx

++++++

=⇔=∑∑

=

=

.......

21

2211

1

1

3.6. Validity and Reliability.

3.6.1. Validity

Basically the word of "valid" implies that a synonym for "good" which

means "to measure what should be measured" (Ferdinand, 2013).

Therefore, the validity test used to measure the validity of a questionnaire

(Ghozali, 2006). A questionnaire considered valid if the questions in the

questionnaire were able to reveal something that will be measured by the

questionnaire.

Subsequently, the researcher chooses the Pearson’s correlation coefficient

by using software of SPSS 23.0 as tools for doing validity test. 6Pearson’s

correlation coefficient formula is used as a measure of the strength of a

linear association between two variables and is denoted with by r and

Pearson’s correlation coefficient indicates how well the data points fit this

new model/line of best fit. The form of Pearson’s correlation coefficient

formula is shown as follows:

∑ ∑∑ ∑ ∑

−−

−=

])()(][)()([

))(()(2222 YYnXXn

YXXYnr

Where:

r : The number of paired observation.

∑X : The X variable summed (Independent Variable).

∑Y : The Y variable summed (Dependent Variable).

∑X2 : The X variable squared and the squares summed.

∑Y2 : The Y variable squared and the squares summed.

∑XY : the sum of the product of variable X and Y.

6Statistic.leard.com , 2013

By using Pearson's Correlation Coefficient, a research questionnaire can

be validated by measuring the validity of each statement in the

questionnaire, by comparing the results of the count r-r-value table.

Usually result of validity is between -1 and 1. Validity result of -1 means

there is a perfect negative correlation between two variables, while result

of 1 means there is perfect correlation between two variables and result of

0 means there is no linear relationship between two variables.

Moreover, the result of validity somehow will not exactly -1, 0, or 1 but it

probably will also result somewhere in between in which the quantitative

interpretation of linear relationship is defined the following range of

values.

±1.00 perfect Positive (negative) correlation

±0.91 - ± 0.99 very high positive (negative) correlation

±0.71 - ± 0.90 high Positive (negative) correlation

±0.51 - ± 0.70 moderately positive (negative) correlation

±0.31 - ± 0.50 low positive (negative) correlation

±0.01 - ± 0.30 negligible positive (negative) correlation

0.0 no correlation

3.6.2. Reliability

Another requirement required from the data is reliability of data. An

instrument or data produced is called reliable or trustworthy if such

instrument has consistently raises the same result every time measurement

(Ferdinand, 2013). Reliability test is a tool to measure a questionnaire,

which owns indicator of variables or constructs (Ghozali, 2011).

A questionnaire said to be reliable if someone answers the statement is

consistent or stable over time. The reliability test can be measured by

using Cronbach alpha formula results as follows:

Where:

a : The coefficient of instrument’s reliability

r : Mean correlation coefficient between variables

k : Number of manifest variables that form the latent variables

In reliability test, the reliability coefficient values will result values form 0

to 1 in which the closer the value to 1 means that the reliability of the data

is better than 0.

Cronbach's Alpha Internal Consistency

α ≥ 0.9 Excellent

0.9 > α ≥ 0.8 Good

0.8 > α ≥ 0.7 Acceptable

0.7 > α ≥ 0.6 Questionable

0.6 > α ≥ 0.5 Poor

0.5 < α Unacceptable

Constructed by The researcher, Source: Sugiyono, 2001

rkrka

)1(1.−+

=

Table 3.2. Internal Consistency of Cronbach Alpha

3.7. Descriptive Analysis.

Statistical descriptive analysis is defined as the depiction of the data that

has been obtained from the respondents without applying the general

conclusion or generalized (Sugiyono, 2001). The analysis refers to the

description of data such as mean and variance of raw data by using tables

or graphs in order to describe the data easier in which it aims to give the

picture of obtained data for the research. The results of the analysis

descriptions are grouped into two, which is the description of respondents’

characteristics and description of respondents’ assessments.

Both descriptions of the respondents above can be analyzed using

frequency analysis. Meanwhile, to know the tendency of respondent’s

assessment to variables can be measured using the mean or average value.

To determine the results of respondents, it is measured by the mean

interpreting the following five-point scale as following Table 3.3.

3.8. Multiple Regression Analysis.

As explained, this research implements multivariate data analysis is used

to interpret the structure of observed data in the research with dependence

technique by using multiple regression in which it is also used in testing

the hypothesis. Multiple regression will be used for testing hypothesis that

is complemented with T-test and F-test. However, multiple regression

Range Categories

1.00 – 1.80 Strongly Disagree

1.81 – 2.60 Disagree

2.61 – 3.40 Neutral

3.41 – 4.20 Agree

4.21 – 5.00 Strongly Agree

Constructed by The researcher, Source: Sugiyono, 2001

Table 3.3. Class for Analysis Descriptive Mean

must pass statistical requirement i.e., Classical Assumption to be able to

do testing hypothesis.

3.8.1. Classical Assumption

According to Asnawi and Masyhuri (2011: 176) to get the value of the

examiner who is not biased and efficient (Best Linear Unbiased Estimator

/BLUE) on a multiple linear regression equation by the least squares

method, need to be tested using a classic assumption test requirements

include:

a. Normality Test

according Asnawi and Masyhuri (2011; 178) of testing in a regression

model, the dependent variable, independent variable, or both have a

normal distribution or not. A good regression model is data distribution to

normal or near normal.

Histogram chart is the easiest way to see the normality of residuals by

comparing the observational data with close to normal distribution. The

normal data indicates a bell shape form in histogram chart so that if it is

skewed to the right or the left then it is considered as not normal. The

following figure is the example of a normal distribution.

b. Heteroscedasticity Test

According Mudrajad in Asnawi and Masyhuri (2011; 178),

Heteroscedasticity appear when errors or residuals of the model observed

did not have the variant constant from one other observations, meaning

that every observation had different reliability due to changes in the

condition of the background is not covered in the specification model. If

the significance of the correlation results is less than 0.05 (5%) then the

regression equation contains Heteroscedasticity and conversely Non-

Heteroscedasticity. In order to know the presence of heteroscedasticity in

regression model can be seen from the pattern of scatterplot.

The basis of scatterplot assessment to detect the presence of

heteroscedasticity in a regression model can be based on:

1. If there is a particular pattern, like point-point that form a particular

pattern such as wavy, widened or narrowed pattern then there is a

heteroscedasticity.

2. If there is no a particular pattern with widened point-point above and

below zero point on Y-axis then there is no heteroscedasticity.

c. Multicollinearity Test

Multicollinearity test bertujuan untuk menguji apakah pada model regresi

ditemukan adanya korelasi antara variabel independen. Jika Terjadi

korelasi maka dinamakan terdapat masalah multikolinearitas. Model

regresi yang baik seharusnya tidak terjadi korelasi diantara variabel

independen. Tolerance Value and Variance Inflation Factor has

procedures to detect multicollinearity in regression model in which the

procedures are as follows:

1. If Tolerance Value is lower than 0 or bigger than 1, then there is a

multicollinearity.

2. If Tolerance Value is between 0 and 1, then there is no

multicollinearity.

3. If Variance Inflation Factor (VIF) is bigger than 10, then there is a

multicollinearity.

4. If Variance Inflation Factor (VIF) is lower than 10, then there is no

multicollinearity.

3.8.2. Multiple Regression equation

Multiple Regression analysis is a continuation after the validity,

reliability, and classical assumption. This analysis is used after the test

results show the scale interval. Multiple regression equation is a

regression equation by using two or more independent variables. The

following is form of multiple regression’s function:

eXbXbXbXbXbaY ++++++= 5544332211

Where:

Y = Dimension of Customer Purchase Decision

a = Constant or Intercept

b1 = Slope of Beta Coefficient of Brand Awareness

b2 = Slope of Beta Coefficient of Brand Association

b3 = Slope of Beta Coefficient of Perceived Quality

b4 = Slope of Beta Coefficient of Price

x1 = Independent Variable (Brand Awareness) which explains the

variance in Y

x2 = Independent Variable (Brand Association) which explains the

variance in Y

x3 = Independent Variable (Perceived Quality) which explains the

variance in Y

x4 = Independent Variable (Price) which explains the variance in Y

3.8.3. T-test and F-test

T-test and F-test is used in this research as tools in testing hypothesis of

research. Specifically, T-test is used in testing hypothesis in order to find

the influence of each independent variable in regression model toward

dependent variable; while F-test is aimed to find whether variables are

independent collectively that can influence dependent variable.

Subsequently, T-test and F-test of this research will be used by utilizing

SPSS software to process the data in a way to gain the result of T-test and

F-test for concluding a hypothesis.

a) T-test

T-test was used to prove whether or not significantly influence the

independent variable on the dependent variable individually partially.

Type of hypothesis in T-test will be decided based on statistical value and

significance level (α) in which null hypothesis will be accepted if

statistical values of t-test is lower or greater than t-table in positive or

negative position respectively, while alternative hypothesis will be

accepted or rejected if null hypothesis is rejected or accepted. Significance

level used (α) is 0.05. The results of formulation of the hypothesis from

the independent variable on dependent variable as follows:

1. Ha1 : Is there partially significant influence between Brand

Awareness with Purchase Decision

2. Ha2 : Is there partially significant influence between Brand

Association with Purchase Decision

3. Ha3 : Is there partially significant influence between Perceived

Quality with Purchase Decision

4. Ha4 : Is there partially significant influence between Price with

Purchase Decision

b) F-test

F-test was used to obtain results that can be summed up by researchers of

the linear relationship between the independent variables and the

dependent variables simultaneously. In F-test, decision of hypothesis

whether null hypothesis or alternative also depends also on statistical

value of f-test and significance level in which if statistical values of f-test

is lower or greater than f-table then the null hypothesis will accepted in

positive or negative position respectively, while alternative hypothesis is

accepted or rejected if null hypothesis is rejected or accepted. The

following is the hypothesis of a set of independent variables toward

dependent variable:

1. H05 : β1 = β2 = β3 = β4 = 0

(There is no significant simultaneously influence between Brand

Awareness, Brand Association, Perceived Quality, and Price with

Customer Purchase Decision)

2. Ha5 : at least there is one β1 ≠ 0

(There is significant simultaneously influence between Brand

Awareness, Brand Association, Perceived Quality, and Price with

Customer Purchase Decision)

3.8.4. Coefficient of Determination (R2)

The coefficient of determination (R2) is intended to determine the best level of accuracy in regression analysis, where it is intended by the coefficient of determination (R2) between 0 (zero) and 1 (one). The coefficient of determination (R2) has zero independent variable has no effect on the dependent variable. If the coefficient of determination closer to one, it can be said that the independent variables affect the dependent variable, in addition to the coefficient of determination (R2) is used to determine the percentage change in the independent variable (Y) caused by the dependent variable (X) (Sulhan, 2011).

CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1. Company Profile PT. Indonesia AirAsia was established in December 8,

2004 by cooperation with AirAsia International Ltd.

and PT. Awair International; The company started its

business as Low Cost Airlines business services.

AirAsia Indonesia which formerly named as Air

Wagon International (AWAIR) is one of the airlines

that prioritize services with low cost airlines. Early emergence as AWAIR

in 1999 by Abdurrahman Wahid, who owns 40% shares in this airline,

when he was elected president of the Republic of Indonesia in the same

year. A year later, precisely on June 22, 2000, the company started

operating with Airbus 300/310. Unfortunately, in March 2002, all of its

flights stopped and started its operations back in December 2004 as

AirAsia Indonesia. The company is currently one of Indonesian leading

airlines in low cost carrier which targeting middle and middle-lower

income consumers.

On December 1, 2005, AWAIR officially changed its name to Indonesia

AirAsia serving in the region. Sometime later, AirAsia expand its business

by value of shares of 49% of AirAsia Berhad and 51% of PT. Fersindo

Nusaperkasa.

Indonesia AirAsia has already flown more than 47 million people in

Indonesia with friendly and comfortable services with approximately 10

flight routes across Indonesia, especially in the big city such as Jakarta, ,

Bandung, Medan, Surabaya, Yogyakarta, and Denpasar. Indonesia

AirAsia is fully supported by 29of the total numbers of AirAsia Indonesia

aircraft. Additionally, the company has also engaged the international

flight route of some ASEAN and Australia countries such as in Singapore,

Malaysia, Thailand and Perth.

The main strategy of Indonesia AirAsia are Low Cost Carrier strategy

which given the low budget quality in their services in case to decrease the

operational cost for the company. Then, Low price concept of the ticket

price given to the customers will attract the customers to make a purchase

decision.

4.1.1. Vision and Mission

Vision:

To be a low-cost airline in Asia and serving about 3 million people are

now served with poor connectivity and expensive rates.

Mission:

• Be the best company to work with regard employees as extended

family members.

• Creating an ASEAN brand that is recognized globally.

• Achieving low rates so everyone can fly with Air Asia.

• Maintaining high quality products, using technology for reducing the

cost and improving the quality of service.

4.1.2. Corporate Value

PT Indonesia AirAsia has adopted several corporate values as guidance

for best practice in which each of corporate values is described as follows:

1. Safety conscious

A safe airline is a happy airline. Our guests' safety is our primary concern

so we do our jobs with care. Because where safety is concerned, every

little thing matters.

2. Caring

It's a warm and friendly feeling to have, so we take pleasure in caring for

our guests in ways that make them feel at home.

3. Passionate

Being passionate means going the extra mile to achieve a purpose much

larger than ourselves. They say passionate people can change the world

and that's something that's very close to our hearts.

4. Full of integrity

We believe everything that is worth doing, is worth doing right. It's about

us doing the right things at all times.

5. Hardworking

It means one team, working together towards a common goal. Whether it's

meeting our 25 minute turnaround time or making sure we keep you

connected to the best destinations at the lowest prices, we do it as a team.

All for one. One for all.

6. Fun

Fun means we celebrate life. It means we laugh louder, our smiles are

wider, and we can be our own unique selves. We're a sociable bunch and

we enjoy sharing ideas and solutions to make things even better. After all,

fun is meant to be shared.

4.2 Validity and Reliability

As said, primary data is used in this research in order to know Analysis of

Brand equity and price toward Customers Purchase Decision. Primary

data is gathered by using questionnaire in which the researchers distribute

200 copies of questionnaires to customers of 3 travels in Jabodetabek area

(Baraya Dwidaya Tour & Travel, Mitra Selaras Tour & Travel, WITA

Tours ) who will use Indonesia AirAsia with flight route Jakarta –

Denpasar. The questionnaire consists of three parts which the first part is

general information of respondent’s profile, the second part is instruction

of questionnaire filling, and the third part is the statements for Indonesia

AirAsia customers related with Brand Awareness, Brand Association,

Perceived Quality, Price and Purchase Decision. The statements in

questionnaire were arranged based on each involved variables in this

research such as statement 1 – 4 focused on Brand Awareness, statement 5

– 8 focused on Brand Association, statement 9 – 12 focused on Perceived

Quality, statement 13 – 16 focused on Price, and statement 17 – 20

focused on Purchase Decision.

Researchers conducted a pretest before distributing 200 copies of the

questionnaire; it aims to determine the consistency and accuracy in

determining the validity and reliability of any statements on the

questionnaire. Phase pretest questionnaire was conducted involving 30

different respondents and analyze the results of the pretest using SPSS

version 23.0 software to calculate the Pearson correlation coefficient

formula and Cronbach Alpha formula.

4.2.1 Validity Test

A validity test is the tests conducted to determine the accuracy of the data

used in this research. In this context, researchers used SPSS 23.0 software

to calculate the Pearson Correlation Coefficient formula of the data to

determine the strength of the correlation linear of research data. Validity

of test results in this study as follows:

a. Pearson’s Correlation Coefficient of Brand Awareness

Table 4.1

Pearson Correlation Coefficient of Brand Awareness

Variable Statement r-count value r-table value Remark

Brand

Awareness

(BA)

BA1 0.661 0.361 Valid

BA2 0.607 0.361 Valid

BA3 0.642 0.361 Valid

BA4 0.658 0.361 Valid

Constructed by The researcher, Source: SPSS 23.0

Based on table 4.1 above, it shows the value of Pearson’s Correlation

Coefficient toward Brand Awareness statement in questionnaire. All

statements of Brand Awareness variable are indicates as valid statements

since all statements r-count (Pearson’s Correlation Coefficient) are above

0.3610. The lowest r-count of Brand Awareness statement belongs to BA2

with .607 score and the highest belongs to BA1 with .661 score. Thereby,

it can be concluded that each statement in Brand Awareness variable is as

valid statement so that all of statements in Brand Awareness variable can

be preceded into the next step as instrument for data collection of the

research.

b. Pearson’s Correlation Coefficient of Brand Association

Table 4.2

Pearson Correlation Coefficient of Brand Association


Brand

Association

(BAS)

BAS1 0.820 0.361 Valid

BAS2 0.731 0.361 Valid

BAS3 0.679 0.361 Valid

BAS4 0.733 0.361 Valid


According to Pearson’s Correlation Coefficient, it generates r-count result

of each performance’s statements i.e., BAS1 – BAS4 toward total of

Brand Association statements in which the lowest r-count of Brand

Association statements goes to third Brand Association statement or

BAS3 with .679 score and the highest r-count goes to first Brand

Association statement or BAS1 with .820 score. Thereby, from above

table, it can be concluded that all of Brand Association statements in the

questionnaire are valid statements since the lowest r-count of Brand

Association statements is .679 which it is greater than 0.3610 as r-table

used in this research. Therefore, all of statements can be proceed in to next

stage in order to select proper instrument for data collection

c. Pearson’s Correlation Coefficient of Perceived Quality

Table 4.3

Pearson Correlation Coefficient of Perceived Quality


Perceived

Quality

(PQ)

PQ1 0.785 0.361 Valid

PQ2 0.771 0.361 Valid

PQ3 0.796 0.361 Valid

PQ4 0.822 0.361 Valid


By using Pearson’s Correlation Coefficient, the validity of Perceived

quality variable can be measured by comparing r-count of each Perceived

Quality statement with r-table in which r-coun of Perceived Quality

statements consists of .785, .771, 796, .822 for first until fourth statement,

respectively. By looking at r-count, it can be comprehended that all of the

statement in Perceived Quality variable are characterized as valid

statement because the lowest r-count of Perceived Quality statement with

.771 scor is greater than r-table i.e., 0.3610, then the rest of statement are

also acknowledged as valid statement.

d. Pearson’s Correlation Coefficient of Price

Table 4.4

Pearson Correlation Coefficient of Price


Price

(PR)

PR1 0.844 0.361 Valid

PR2 0.810 0.361 Valid

PR3 0.834 0.361 Valid

PR4 0.828 0.361 Valid


Based on table 4.4 above, the validity of each statement in Price can be

determined by using the value of r-count in above table which is derived

by using Pearson’s Correlation Coefficient formula. The r-count of each

statement in Price variable comprises of .844, .810, .834, .828 which

belongs to statement of PR1, PR2, PR3, PR4, respectively. As said, a

statement is considered as valid if its r-count > r-table, then it can be said

that all of the statement in Price as valid statements since r-count of

statement are greater than 0.3610 (r-table) so it means all of statements

can be use for data collection instrument.

e. Pearson’s Correlation Coefficient of Customer Purchase Decision

Table 4.5

Pearson Correlation Coefficient of Customer Purchase Decision


Customer

Purchase

Decision

(CPD)

CPD1 0.782 0.361 Valid

CPD2 0.808 0.361 Valid

CPD3 0.781 0.361 Valid

CPD4 0.833 0.361 Valid


By using Pearson’s Correlation Coefficient, r-count result of each

statement in Customer Purchase Decision variable are shown in above

table. The r-count in Customer Purchase Decision’s statements is .782,

.808, .781, .833 which these r-count belongs to CPD1, CPD2, CPD3,

CPD4, respectively. Based on these r-counts, it can be understood that

there are no invalid statement on Customer Purchase Decision variable

since the lowest r-count of Customer Purchase Decision statement is .781

score in which it is greater than 0.3610 as r-table of this validity test.

Therefore, all of statements in Customer Purchase Decision are valid

statement and they are considered as accurate instrument for collecting

data in this research.

4.2.2 Reliability test

After performing a validity test, researchers continue to conduct reliability

tests to gauge the best statement in this research questionnaire. All data

measured on reliability test is the data that has passed the test of validity.

A validity test also using SPSS 23.0 software. Cronbach Alpha test results

as follows:

a. Cronbach Alpha Coefficient of Brand Awareness

Table 4.6

Cronbach Alpha Coefficient of Brand Awareness

Variable Cronbach Alpha

Coefficient

N of

Items

Reliability Consistency

Brand Awareness

(BA)

.705 4 Acceptable (0.6 ≤ α ≤ 0.7)


Based on Table 4.6 above, it shows the Cronbach Alpha Coefficient of

Brand Awareness variable which is .705 so that it means that all of

statements in Brand awareness variable are considered as acceptable

instrument and already passed reliability test since the Cronbach’s Alpha

score of Brand Awareness surpasses minimum score of reliability test to

be reliable which is 0.6. Thus, all of statements in Brand Awareness can

be used as instrument for collecting data in questionnaire as they pass

validity test and reliability test.

b. Cronbach Alpha Coefficient of Brand Association

Table 4.7

Cronbach Alpha Coefficient of Brand Association


Coefficient

N of Items Reliability Consistency

Brand Association

(BAS)

.797 4 Acceptable (0.6 ≤

α ≤ 0.7)


Based on table 4.7 above, the Cronbach’s Alpha Coefficient of Brand

Association is .797 in which this value describes that all of statements of

Brand Association used for questionnaire have an acceptable reliability

since the Cronabach’s Alpha of Brand Association has already passed 0.6

which is minimum Cronbach’s Alpha Coefficient requirement to pass a

reliability test.

c. Cronbach Alpha Coefficient of Perceived Quality

Table 4.8

Cronbach Alpha Coefficient of Perceived Quality


Coefficient


Perceived Quality

(PQ)

.837 4 Acceptable (0.6 ≤ α ≤ 0.7)


By using Cronbach’s Alpha Coefficient, reliability of Perceived Quality

statements can be determined through the result of Cronbach’s Alpha

Coefficient in which Cronbach’s Alpha of Perceived Quality is .837 so

that it indicates that Perceived Quality statements have good reliability as

it is over 0.8 and it passes reliability test since its Cronbach’s Alpha is

greater than 0.6

d. Cronbach Alpha Coefficient of Price

Table 4.9

Cronbach Alpha Coefficient of Price


Coefficient


Price

(PR)

.866 4 Acceptable (0.6 ≤ α ≤ 0.7)


Based on Table 4.9 shows Cronbach’s Alpha Coefficient of .866 on Price

so that it proves that all statements in Price variable have good reliability

because it is greater than 0.8 and it also means that Price has passed

reliability test since its Cronbach’s Alpha is over 0.6.

e. Cronbach Alpha Coefficient of Customer Purchase Decision

Table 4.10

Cronbach Alpha Coefficient of Customer Purchase Decision


Coefficient


Customer

Purchase Decision

(CPD)

.843 4 Acceptable (0.6 ≤ α ≤ 0.7)


Based on above table 4.10, it shows the Cronbach Alpha Coefficient of

Customer Purchase Decision, which is .843 so that it can be interpreted

that Customer Purchase Decision’s reliability has characteristic as good

reliability rate since its Cronbach’s Alpha lies between 0.7 and 0.9.

Importantly, all of statements in Customer Purchase Decision have passed

reliability test as its Cronbach’s Alpha is greater than 0.6.

4.3 Descriptive Analysis

Descriptive analysis in a research is utilized to describe the criteria data

gathered without intending to apply general conclusion. The descriptive

analysis comprises of description of respondents’ characteristics and

description of respondents’ assessments toward questionnaire used as

means of data collection. The result of descriptive analysis is described

with percentage, frequency, mean and standard deviation by using table

and figure as follows:

4.3.1 Respondent Profiles

In this section, the information of respondent profiles is shown with

frequency and percentage through following Tables and Figures. it is

aimed to show involving characteristic of respondents in data gathered.

The description of respondents profiles are described as follows:

4.3.1.1 Gender

Gender Respondent Percentage

Male 119 59,5%

Female 81 40,5%

Total 200 100%

Constructed by The researcher

Table 4.11 Respondent Profile: Gender

As shown in Table 4.11 and Figure 4.1 above, it convey information

related with gender of respondent in this research in which there were 119

male respondents (59.5%) and 81 (40.5%) female respondents. Therefore,

the majority of respondent in this research was male respondents.

4.3.1.2 Age

Age Respondent Percentage

< 20 years old 18 9%

20 – 25 years old 104 52%

26 – 35 years old 52 26%

36 - 55 years old 23 11,5%

>55 years old 3 1,5%

Total 200 100%

59,5%

40,5%

Gender Male Female


Table 4.12 Respondent Profile: Age

Figure 4.1 Respondent Profile: Gender Source: Constructed by Researcher

Figure 4.2 Respondent Profile: Gender Source: Constructed by Researcher

Based on Table 4.12 and Figure 4.2 above, it shows the characteristic of

respondent pertaining to age of respondents which classification of age

range in this research is < 19 years old, 20 – 25 years old, 26 – 55 years

old,and > 55 years old. In this context, there 18 respondents (9%) were in

age under 20 years old, 104 respondents (52%) were in age between 20 –

25 years old, 52 respondents (26%) were in age between 26 – 35 years

old, 23 respondents (11,5%) were in age between 36 – 55 years old, and 3

respondents (1,5%) were in age more than 55 years old. So, the majority

age in this research was 20 – 25 years old.

4.3.1.3 Marital Status

Marital Status Respondent Percentage

Single 117 58,5%

Married 83 41,5%

Total 200 100%

Constructed by Researcher

9%

52%

26%

11,5%

1,5 %

Ages

< 20 years old

20 - 25 years old

26 - 35 years old

36 - 55 years old

> 55 years old

Table 4.13 Respondent Profile: Marital Status

Figure 4.3. Respondent Profile: Marital Status Constructed by The researcher

Subsequently, in Table 4.13 and Figure 4.3 shows the marital status

information of research’s respondents in which 117 respondents (58,5%)

were single, 83 respondents (41,5%) were married. So, the majority

marital status in this research was single respondents.

4.3.1.4 Income per month

Income per Month Respondent Percentage

< Rp. 1.000.000 23 11,5%

Rp. 1.000.000 – Rp. 3.000.000 44 22%

Rp. 3.000.001 – Rp. 7.500.000 63 31,5%

Rp. 7.500.001 – Rp. 15.000.000 59 29,5%

>Rp. 15.000.000 11 5,5

Total 200 100%

58,5%

41,5%

Marital Status

Single

Married


Table 4.14 Respondent Profile: Income Per month

Figure 4.4. Respondent Profile: Income per Month Constructed by The researcher

As shown by Table 4.14 and Figure 4.4, it explains characteristic of

respondents in this research related with Income per month of respondents

in which based on data gathered there were 23 respondents (11,5%) who

had income per month less than Rp. 1.000.000, 44 respondents (22%) who

possessed income per month between Rp. 1.000.000 – Rp. 3.000.000, 63

respondents (31,5%) who had income per month between Rp. 3.000.001 –

Rp. 7.500.000, 59 respondent (29,5%) who had income per month

between Rp. 7.500.001 – Rp. 15.000.000 and 11 respondents (5,5%) who

had allowance more than Rp. 15.000.000. In conclusion, the majority

allowance of involved respondents in this research was the respondents

with allowance between Rp. 3.000.001 – 7.500.000.

11.5%

14.5%

47.5%

15.5%

5.5%

Income Per Month < Rp. 1.000.000

Rp. 1.000.000 -Rp. 3.000.000Rp. 3.000.001 -Rp. 7.500.000Rp.7.500.001 -Rp. 15.000.000> Rp. 15.000.000

4.3.1.5 Education

Education Respondent Percentage

Elementary School 0 0%

Junior High School 3 1,5%

Senior High School 53 26,5%

Bachelor Degree 124 62%

Master Degree 20 10%

Total 200 100%

Figure 4.5 Respondent Profile: Education Constructed by The researcher

As shown in Table 4.15 and Figure 4.5 it characterizes the profile of

respondent in this research related with respondents’ education in which

education of respondents in this research comprised of 0 respondents (0%)

were primary school, 3 respondents (1,5%) were Junior high school, 53

respondents (26,5%) were Senior high school, 124 respondents (62%)

were bachelor degree and 20 respondent (10%) were master degree. Thus,

the majority Education of respondent in this research was bachelor degree

graduates.

0% 1.5%

26.5%

62%

10%

Education

Elementary School

Junior High School

Senior High School

Bachelor Degree

Master Degree


Table 4.15 Respondent Profile: Education

4.3.2 Respondent Responses

With respect to the questionnaire, the respondents in this research assessed

dimension of brand equity and price that will influence their customer

purchase decision in which the assessment of respondents referred to

Brand Awareness, Brand Association, Perceived Quality, Price, and

Customer Purchase Decision, the assessment of those aspects was based

on likert scale table as follows:

Table 4.16

Likert Scale

Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

1 2 3 4 5

Constructed by Researcher

4.3.2.1 Brand Awareness

Figure 4.6 Brand Awareness Statement 1

Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.7, 10 respondents are strongly disagree,

8 respondents are disagree, 49 respondents are neutral, 99 respondents are

agree, and 34 of 200 respondents are strongly agree with the statement.

Therefore majority respondents are agree with the statement.

34

99

49

8

10

0 20 40 60 80 100 120

5

4

3

2

1

Some identity attributes of this Indonesia AirAsia come to my Mind very quickly.




12 respondents are disagree, 53 respondents are neutral, 75 respondents

are agree, and 55 of 200 respondents are strongly agree with the

statement. Therefore majority respondents are agree with the statement.






statement. Therefore majority respondents are agree with the statement

55

75

53

12

5

0 20 40 60 80 100 120

5

4

3

2

1

I am familiar with Indonesia AirAsia

49

88

45

16

2

0 20 40 60 80 100 120

5

4

3

2

1

I can recognize AirAsia Indonesia quickly among other competing brands.






statement. Therefore majority respondents are agree with the statement.

4.3.2.2 Brand Association

Figure 4.10 Brand Association Statement 1




61

82

34

17

6

0 20 40 60 80 100 120

5

4

3

2

1

I remember Indonesia AirAsia when buying a low cost arilines

22

86

63

26

3

0 20 40 60 80 100 120

5

4

3

2

1

Indonesia AirAsia has very unique brand image, compared to competing brands.


statement. Therefore majority respondents are Agree with the statement.





are agree, and 5 of 200 respondents are strongly agree with the statement.

Therefore majority respondents are Neutral with the statement





5

55

86

31

12

0 20 40 60 80 100 120

5

4

3

2

1

I respect and admire people who are using Indonesia AirAsia services.

25

60

73

29

13

0 20 40 60 80 100 120

5

4

3

2

1

I like Indonesia AirAsia because of comfortability.


statement. Therefore majority respondents are Neutral with the statement.







4.3.2.3 Perceived Quality

Figure 4.14Perceived Quality Statement 1


20

54

65

44

17

0 20 40 60 80 100 120

5

4

3

2

1

I like and trust Indonesia AirAsia because it reflects my personality feelings.

18

82

74

18

8

0 20 40 60 80 100 120

5

4

3

2

1

AirAsia Indonesia is very reliable.




statement. Therefore majority respondents are Agree with the statement









27

90

59

17

7

0 20 40 60 80 100 120

5

4

3

2

1

AirAsia Indonesia has a good quality Service.

26

76

64

25

9

0 20 40 60 80 100 120

5

4

3

2

1

Service from Air Asia Indonesia offer excellent features. (Seat, Meals, Cabin, baggage)










statement. Therefore majority respondents are Neutral and Agree with the

statement.

4.3.2.4 Price

Figure 4.18Price Statement 1


17

78

78

18

9

0 20 40 60 80 100 120

5

4

3

2

1

Air Asia Indonesia is safe to use

49

112

30

3

6

0 20 40 60 80 100 120

5

4

3

2

1

The price offered by AirAsia Indonesia is worthy with their services provided.










Therefore majority respondents are Agree with the statement.



67

90

32

6

5

0 20 40 60 80 100 120

5

4

3

2

1

The price of AirAsia Indonesia is affordable

49

91

46

10

4

0 20 40 60 80 100 120

5

4

3

2

1

The price offered by AirAsia Indonesia is cheaper than other Low-Cost Airlines





Figure 4.21PriceStatement 4





Therefore majority respondents are Agree with the statement.

4.3.2.5 Customer Purchase Decision

Figure 4.22Customer Purchase Decision Statement 1


55

93

40

7

5

0 20 40 60 80 100 120

5

4

3

2

1

The price of AirAsia Indonesia is appropriate for the customers.

15

81

61

30

13

0 20 40 60 80 100 120

5

4

3

2

1

I decided to purchase AirAsia Indonesia because of its quality.





Figure 4.23Customer Purchase DecisionStatement 2






Figure 4.24Customer Purchase DecisionStatement 3 Source: Primary Data – Microsoft Excel 2013

18

73

71

27

11

0 20 40 60 80 100 120

5

4

3

2

1

I decided to purchase AirAsia Indonesia because of the brand is familiar to me.

21

70

70

26

13

0 20 40 60 80 100 120

5

4

3

2

1

I decided to purchase AirAsia Indonesia because of its reputation.




statement. Therefore majority respondents are Agree and Neutral with the

statement.

Figure 4.25Customer Purchase Decision Statement 4






4.4 Descriptive Statistics

In this section, Descriptive Statistics function is to explain about the mean

and standard deviation of variables based on the responses of respondents.

Mean is used to indicate which variable is the most dominant and non-

dominant towards research. whereas, Standard deviation is used to

determine the homogeneity of the groups in the study that specifically

measures the dispersion of data. The results mean and standard deviation

are shown in Table 4:18 below:

10

59

68

41

22

0 20 40 60 80 100 120

5

4

3

2

1

I decided to repeteadly purchase AirAsia Indonesia.

Table 4.17 Descriptive Statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Brand Awareness 200 1.00 5.00 3.8038 .71412

Brand Association 200 1.00 5.00 3.2512 .80377

Perceived Quality 200 1.00 5.00 3.4475 .78162

Price 200 1.00 5.00 3.9500 .76143

Purchase Decision 200 1.00 5.00 3.2113 .85106

Valid N (listwise) 200 Constructed by The researcher

Table 4.17 above shows that the most dominant involved variable in the

research is variable Price with mean value of 3.95. Thus, that means the

people have already had awareness with Indonesia AirAsia brand in Low

Cost Carrier business of Aviation industry in which it is indicated the

value of mean between 3.41 - 4.20 (Agree) based on class of analysis

descriptive mean, and it show that means Price of Indonesia AirAsia is

agreed by most of respondents with value 3.95.

Whereas, the least dominant of variable goes to Brand Association

variable with mean value of 3.25. It shows that Brand Association of

Indonesia AirAsia does not have important awareness in respondents’

perspective though the company actually has been implementing various

marketing strategy to establish and increase the company brand

association. Accordingly, respondents’ perspective toward Brand

Association tends to be neutral since its means value is 3.25.

Moreover, if seen from the standard deviation data in the table, the results

of the standard deviation is between 0.70 to 0.80, this means the

dispersion value of the data generated in this study had little heterogeneity

or lack of homogeneity of the value of research data.

4.5 Multiple Regression Analysis

4.5.1 Classical Assumption Test

a. Normality Test

Normality test function is to find whether the research is normally

distributed on the independent variable and the dependent variable in

this study are interrelated or not, it is seen in the analysis of

histograms and probability plots are shown to exist Figure 4:26 and

4:27 below:

Figure 4.26 Normality Test: Histogram

Source: Data Processing in SPSS 23.0

Based on the figure 4.26 above, results show that the distribution of

data distributed by the normal due Histogram chart shows Bell-shaped

form. Thus, the data used in this study has a variation of value and so

can be used for multiple regression models.

Figure 4.27 Normality Test: Probability Plot

Source: Data Processing in SPSS 23.0

Moreover, the normality test is also seen from the results of

Probability plot in the figure 4.27 above. In the chart above, indicates

that the data spread around the diagonal line and follow the direction

of the diagonal line. It means that the data is accepted and can be used

on multiple regression models for normally distributed.

b. Heterocedasticity Test

Figure 4.28.Heterocedasticity Test: Scatterplot Source: Data processing in SPSS 23.0

In the figure 4:28 above shows a good result of the data in the

Scatterplot chart, and can be used for regression model because it was

used to measure the heteroscedasticity test from the regression model.

A good regression model will reflect a homocedasticity or no

heterocedasticity, heterocedasticity presence can be analyzed by

looking at scatter plot as shown above in which it exists if there is

particular pattern in scatterplot. Therefore, by looking at scatterplot

above then it can be concluded that there is no heterocedasticity

presence since there is no a particular or clear pattern in scatter plot

and the points spread above and below 0 (zero) on the Y-axis and X-

axis.

c. Multicollinearity Test

Basically, multicollinearity test is also a series of classical assumption

that need to be tested on regression model in which a regression model

has to have no multicollinearity in its model.

Tolerance and Variance Inflation Factor (VIF) value is a measure in

identifying multicollinearity in a regression model in which it only

occurs when the coefficient Tolerance value is lower than 0 or bigger

than 1 and VIF value is bigger than 10.

Therefore, Tolerance and Variance Factor value used to check whether

or not there is presence of multicollinearity in which Tolerance and

Variance Inflation Factor value of this data is shown following Table

4.18

Based on Table 4.18 above, it shows the Tolerance and VIF value of data

in this research in which the Tolerance value lies in between .336 - .629

and VIF value lies in between 1.590 – 2.972. So, it means that the data has

passed multicollinearity test and suiable for regression model when there

is no indication of multicollinearity existence in regression model.

Coefficientsa

Model

Collinearity Statistics

Tolerance VIF

1 (Constant)

BAT .538 1.859

BAST .368 2.591

PQT .336 2.972

CPDT .629 1.590

a. Dependent Variable: PURCHASE_DECISION

Source: Data processing in SPSS 23.0

Table 4.18 Multicollinearity test: Tolerance and VIF value

4.5.2 Multiple Regression Analysis

As explained previously, multiple regression analysis in this section was

used to examine correlation between each independent variables on

dependent variable so that it generated the strength and the weakness of

involved variable.

Multiple regression analysis was performed by using SPSS 23.0 software

which showed the correlation of involving variables in this research, the

result of multiple regression is shown following Table 4.19

Table 4.19 Multiple Regression Analysis: Coefficient Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

Collinearity

Statistics

B Std. Error Beta Tolerance

1 (Constant) -.356 .205 -1.734 .084

BAT .031 .062 .026 .498 .619 .538

BAST .389 .065 .367 5.941 .000 .386

PQT .511 .072 .470 7.097 .000 .336

PRT .107 .054 .096 1.975 .050 .629

According to Table 4.20 above, it shows all coefficient of

involving variables that include in a multiple regression equation of this

research. All of variables’ coefficient were included in multiple regression

equation as their significance values were lower than 0.05. Then, it was

formed by using unstandardized coefficient value since the variables has

same unit of measurement, so that the equation of multiple regression

models based on standardized coefficient as follows:

a. Dependent Variable: CPDT

Y = - .356 +.389BAS + .511PQ + .107PR Where:

Y = Customer Purchase Decision

BAS = Brand Association

PQ = Perceived Quality

PR = Price

Moreover, based on above multiple regression equation, it explains the

influence of each independent variables toward dependent variable that is

discussed as follows:

a) The multiple regression has a constant value at -0.356, it means value

of -0.356 in total value of Purchase Decision is gained from the

constant value of unstandardized coefficient regardless the value of

each variables in this equation.

b) The coefficient of Brand Awareness (X1) in regression equation is

0.031 in which it means that the value of Customer Purchase Decision

will increase as much 0.031 in every increment one unit of Brand

Awareness and the other variables remain constant.

c) The coefficient of Brand Association (X2) in regression equation

shows a value of 0.389 in which it means that the value of Customer

Purchase Decision will increase as much 0.389 in every increment one

unit of Brand Awareness while the other variables remain constant.

d) The coefficient of Perceived Quality (X3) in regression equation is

0.511 which is the highest value in equation; it means that the value of

Customer Purchase Decision will increase as much 0.162 in every

increment one unit of Perceived Quality and the other variables remain

constant.

e) The coefficient of Price (X4) in regression equation is 0.185 in which

it means that the value of Customer Purchase Decision will increase as

much 0.162 in every increment one unit of Price and the other

variables remain constant.

4.6 Hypothesis Testing Result

4.6.1 T-test

T-test was used to analyze the partial correlation between each

independent variable (coefisien) of the dependent variable. T-test was

conducted in SPSS software by comparing the significance of each

variable by looking at the value of t-count and t-table with a value of 1.97.

T-test results will be the basis for taking a decision of hypothesis. (null

hypothesis or alternative hypothesis).

a. Brand Awareness

Ho1 There is no partially significant influence between Brand Awareness

with Customer Purchase Decision.

Ha1 There is partially significant influence between Brand Awareness


Based on Table 4.20, it shows the t-test result of all variables which was

obtained by using SPSS 23.0 software. Then, T-count values of Brand

Awareness variable is 0.498 with significance value of .619 in which it

means that T-count (0.498) is lower than t-table (1.97) and the

significance value of Brand Awareness is greater than standard error of

5% so that it can be decided that Ho1 is accepted and Ha1 is rejected. As a

result, there isno partially significant influence between Brand Awareness


b. Brand Association

Ho2There is no partially significant influence between Brand Association


Ha2There is partially significant influence between Brand Association


From the Table 4.20 shows that the t-count of Performance is 5.941 with

significant value of .000 so that it can be interpreted that there is partially

significant influence between Brand Association with Purchase Decision

because t-count is greater than t-table (1.97) and significant value is lower

than standard error of 5%. Therefore, the alternative hypothesis is

accepted for explaining the influence between Brand Association with

Customer Purchase Decision.

c. Perceived Quality

Ho3There is no partially significant influence between Perceived Quality


Ha3There is partially significant influence between Perceived Quality


The result t-test of Responsibility is also shown in Table 4.20 in which t-

count of Responsibility lies on value of 7.097 with significance value of

0.000. Thereby, it indicates that the alternative hypothesis is used to

explain the influence between Perceived Quality and Customer Purchase

Decision since the t-count value is highly greater than t-table (1.97) and

significance value is not greater than 0,05 which is the standard of error in

this research. So, the alternative hypothesis is accepted in which there is

partially significant influence between Perceived Quality with Customer

Purchase Decision.

d. Price

Ho4There is no partially significant influence between Price with

Customer Purchase Decision.

Ha4There is partially significant influence between Price with Customer

Purchase Decision.

From the Table 4.20 shows that the t-count of Price is 1.975 with

significant value of .050 in which it means that t-count of Price is greater

than t-table (1.972) and the significance value same with standard error of

5% so that it indicates that there is partially significant influence between

Price with Customer Purchase Decision. Therefore, the alternative

hypothesis is accepted for explaining the influence between Pricewith

Customer Purchase Decision and then the null hypothesis is rejected.

4.6.2 F-test

F-test is used to determine the relationship between all independent

variables on the dependent variable simultaneously. F-test is analyzed by

assessing f-count value in ANOVA as shown in Table 4.20 with f-table

value in which the f-table value in this research is 2.40. Then, Ho5 is

accepted if t-count < t-table and Ha5 is accepted if t-count > t-table, vice

versa.

Table 4.20 Multiple Regression Analysis: F-test (ANOVA) ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 102.726 4 25.681 120.929 .000b

Residual 41.412 195 .212

Total 144.137 199

Constructed in SPSS 23.0

Ha5 There is significant simultaneously influence between Brand

Awareness, Brand Association, Perceived Quality, Pricewith Customer

Purchase Decision.

From Table 4.21, it can be seen the ANOVA table for analyzing f-test in

which f-count shows value of 120.929 with significance value of .000 so

that it can be interpreted that f-count values is highly greater than f-table

a. Dependent Variable: CPDT

b. Predictors: (Constant), PRT, BAST, BAT, PQT

(2.40) and significant value is less than standard of error (0.05). Therefore,

the null hypothesis is rejected while the alternative hypothesis is accepted

which describes that there is a significant simultaneously influence

between Brand Awareness, Brand Association, Perceived Quality, Price


4.6.3 The Coefficient of Determination (R2)

The coefficient of determination used to explain variations in the

dependent variable or contribution to dependent variable. The coefficient

of determination of this model is shown by following Table 4.21.

Table 4.21 Multiple Regression Analysis: Coefficient of Determination (R2)

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

Durbin-

Watson

1 .844a .713 .707 .46083 2.152

By looking at the results of Model summary above, which shows the

number of R square is 0.713 or 71.3%. it means that the purchasing

decisions of customers influenced 71.3% from the variables in this study

which is Brand Awareness, Brand Association, Perceived Quality, Price

which constitute Brand Equity and Price and the rest of 29.7% of

Customer Purchase Decision is influenced by other variables which are

not included in this research such as Brand Loyalty, and promotion

strategy.

a. Predictors: (Constant), PRT, BAST, BAT, PQT

b. Dependent Variable: CPDT

4.7 Interpretation of Result The researcher is able to interpret the result of analysis which there are 200

respondents involved in research who comprises of various characteristics

and backgrounds. Questionnaires were distributed to those respondents for

data collection purposes in which based on descriptive analysis shows the

result of data gathered that the most dominant variable is Price since it has

the highest means value of 3.95 that means all respondents tend to agree

with Price. While, the least dominant variable is Brand Association with

lowest means value of 3.25 in which it means that respondent tend to be

neutral with Brand Association.

Subsequently, the validity test result shows the value of Pearson’s

Correlation Coefficient of all variables (r-count) are greater than r-

table(0.3610) that indicates that has passed validity test. Most of indicators

in each variables has high positive correlation and very high correlation for

their range values of validity since their r-count are in range 0.61 – 0.99.

Then, the reliability test in pretest stage shows the value of variables’

Cronbach Alpha are in range of 0.7 – 0.9 which means that all variables

have a good reliability for instrument in collecting data. Overall, the

questionnaire is valid and reliable as collecting data instrument

The result of multiple regression equation forms a equation of Y = - .356

+ .389BAS + .511PQ + .107PR in order to measure total influence of each

variable in Brand Equity and Price toward Purchase Decision of

customers. The equation means that Brand Association has value of .389

increases in one unit, Perceived Quality has value of .511 increases in one

unit and Price has value of .107 increases in one unit so that if all

variables have value of 0 then Purchase Decision value is -.356, and only

Brand Awareness that not influencing the customer purchase decision

because the t value is lower than t-table.

Moreover, independent variables of Brand Association, Perceived Quality,

and Price have partially and simultaneously significant influence on

dependent variable since t-count and f-count values of independent

variables are greater than t-table and f-table. The most dominant variable

that influences Purchase decision is Perceived Quality with t-count value of

7.097 and significance value of .000. While, the least dominant variable is

Price with t-count value of 1.975 and significance value of 0.050. Thus, it

means that Brand Association has more power in influencing Customer

Purchase Decision though Price has lowest mean, based on respondents

responses compared with Price which has highest mean thereby the highest

or the lowest level of mean does not guarantee that costumer will use or

will not use Indonesia AirAsia.

The result of coefficient of determination (R2) is also used for analyzing

hypothesis testing in which the value of R2 is .713 or 71.3%, it means that

the proportion of Purchase Decision as dependent variable influenced by

independent variables is 71.3% and the rest of 29.7% is influenced by other

variables that are not discussed in this research. As a result, it can be

comprehended that Brand Equity and Price as the main point of

independent variables only influence 71.3% on Purchase Decision of

customer for using an Indonesia AirAsia.

In addition, the results of this research complements the results of research

from Chou and Zhen (2013) Which suggests that brand equity and price are

critical factors to improve the buying interest public to use the airline, and

provide experience to the public to establish customer loyalty and increase

profits. in this context, brand equity and price can be regarded as an

important aspect to attract customers as the goal to establish the buying

interest of public, which proved in brand association variables significantly

influence customer purchase decision.

CHAPTER V

CONCLUSION AND RECOMMENDATION

In this Chapter, the researcher forms a conclusion of study and gives a

constructive recommendation for parties that correspondent to this study

in terms of integrated quantitative study. Specifically, the conclusion and

recommendation will be delivered based on descriptive analysis and

multiple regression analysis in which.

5.1 Conclusion

In accordance with thorough analysis of this research related with analysis

of Brand Equity and Price toward customers purchase decision then the

researcher is able to come with several conclusions as follows:

a. Corporate Image through Quality, Performance, Responsibility,

Attractiveness variables shows that there is partially and

simultaneously significant influence between Quality, Performance,

Responsibility, and Attractiveness with Purchase Decision.

b. Based on result of multiple regression analysis, it says that

independent variables have correlation and influence on dependent

variable in which it means that the level of Customer Purchase

Decision as dependent variable will be influenced by independent

variables i.e., Brand Awareness, Brand Association, Perceived

Quality, and Price. The level of independent variables’ influence on

dependent variable can be measured through following regression.

Y = - .356 +.389BAS + .511PQ + .107PR

c. Brand Awareness (X1) shows indication of negative significant

influence on purchase decision and it is also agreed by respondent

based on means score of respondent’s responses. It indicates that

people hasn’t influenced with Brand Awareness of Indonesia AirAsia

so that people are not attracted and not influenced with Indonesia

AirAsia as their air transport service and Brand Awareness can be

considered as substantial instrument that doesn't need to be maintained

since it hasn't crucial role in Indonesia AirAsia Brand Equity that will

influence purchase decision.

d. In descriptive analysis, Brand Association variable (X2) has the least

dominant influence on this study since the respondents tend to be

neutral with all Brand Association’s statement so that it means people

does not have sufficient knowledge with Brand Association activity of

company. However, Brand Association arises as the most influential

factor on Customer Purchase Decision based on multiple regression

result to which indicates that people will tend to be attracted by

company with Brand Association concerns. Therefore, the level of

Customer purchase decision of Indonesia AirAsia customers Jakarta –

Denpasar route is affected by company’s Brand Association concern

on customers’ perspectives.

e. Perceived Quality (X3)also has positive and significant influence on

Customer purchase decision even though it has neutral responses

based on means score of respondent’s responses which means that

Perceived Quality still plays important role in affecting people to use

their purchase decision even if respondents tend to be neutral with

current Perceived Quality offered by Indonesia AirAsia. Therefore,

Perceived Quality in Indonesia AirAsia Low Cost business operation

is still considered as crucial thing for attracting its customer to use

their service and it also will assist Indonesia Airasia for establishing a

favorable Brand Equity since it has positive and significant

relationship on Purchase Decision.

f. Then, the result of respondent response in Table 4.18 also shows that

Price (X4) becomes the most dominant variable as it has the highest

mean score so that it reflects that people have good knowledge with

Price of Indonesia AirAsia. In regression model, conversely, it does

not also become the most dominant factor that influence people on

their Purchase Decision but it still has correlation on Customer

Purchase Decision. Hence, Price hasn’t strongly influence people on

their Customer Purchase Decision although people possess a well-

understanding and comprehensive knowledge with Price of Indonesia

AirAsia.

g. The contribution of all independent variables on Purchase Decision

can be seen in Table 4.22 in which it shows that 71.3% of Customer

Purchase Decision’s influence can be explained or determined by

independent variables and the rest is explained by other variables that

are not included in this study. Therefore, it means that Brand Equity as

the core of independent variables has only 71.3% contribution to

influence people on their Purchase Decision so that Low Cost Airlines

strategy for creating a Brand Equity to influence customer purchase

decision is quite satisfied since established Brand Equity due to Low

Cost Airlines strategy is able to influence almost half of Customer

Purchase Decision.

5.2 Recommendation

In accordance with explanation of conclusion result above, the researcher

initiates offering some recommendations and suggestions related with

result of this study in which the recommendation is addressed to some

parties as follows:

5.2.1 PT. Indonesia AirAsia

a. PT. Indonesia AirAsia as one of the leading airline companies in

Indonesia need to improve marketing strategy to deliver the

information to the consumer about the company's brand image.

Especially, companies need to develop and maintain marketing

strategies that will give direct impact to the people so that consumer

awareness will be increased effectively. It is very important to provide

information to the public will be the company's ability to provide

superior service to the consumer and this will greatly affect the brand

equity of companies in which the level of the company's brand equity

will influence purchasing decisions of customers.

b. PT. Indonesia AirAsia also needs to improve its brand association on

brand equity of the company in order to ensure people that Indonesia

AirAsia really has reliable brand image that not possessed in other

airlines company because based on respondents responses, they tend to

be neutral with current brand association of Indoensia AirAsia. Thus, it

is important for company to concern with association since it reflects

brand equity of Indonesia AirAsia that has significant influence on

customers’ purchase decision.

5.2.2 For Further Researcher

a. For further research, I expect the study to represent with two sides

which is the customer and the company that considering other aspects,

such as brand loyalty and other assets of the company. With

quantitative methods should be able to measure brand equity with

more accurate results. Subsequent research should examine other

objects are also quite phenomenal in the purchase decision for

consumers, including the phenomenon of increased demand for

consumer needs in using the airline in Indonesia.

b. Furthermore, the future research may be Able to examine the analysis

of Brand Equity of company toward customer purchase decision but it

is suggested to be implemented on other companies so that the result

of research can still be beneficial as comparison in this research.

c. The last but not least, further research is supposed to examine different

population associated with current research and number of sample for

further research also is expected more than this research in order to

gain better accuracy of research result. Thereby, the further research

will be able to complement current knowledge to be more

comprehensive so that it can be used for necessary development that

related with the research.

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WEBSITES

Retrieved on September 2016

http://www.brandingstrategyinsider.com/2014/03/brand-perceptions-Perceivedd-

quality-rules-the-day.html#.VqRXiUbpw-I


https://www.scribd.com/doc/221701220/ANALISIS-PENGARUH-EKUITAS-

MEREK-TERHADAP-KEPUTUSAN-PEMBELIAN-SEPEDA-MOTOR-Studi-

pada-pelanggan-PT-Yamaha-Agung-Motor-Semarang/


http://centreforaviation.com/analysis/indonesia-poised-for-more-rapid-domestic-growth-

in-2013-driven-by-low-cost-carriers-101182


http://centreforaviation.com/profiles/airlines/indonesia-airasia-qz


http://centreforaviation.com/analysis/airasia-nears-50-million-annual-

passenger200-aircraft-milestones-having-transformed-asian-aviation-203232


http://hubdat.dephub.go.id/data-a-informasi/pdda/tahun-2014

Retrieved on October 2016

http://data.go.id/dataset/jumlah-penumpang-yang-berangkat-pada-penerbangan-

domestik/resource/2426d98c-ef35-403f-9464-bb127e2715e7

Retrieved on October 2016

http://www.bps.go.id/linkTableDinamis/view/id/812

http://www.brandingstrategyinsider.com/2014/03/brand-perceptions-Perceivedd-quality-rules-the-day.html#.VqRXiUbpw-I

http://www.brandingstrategyinsider.com/2014/03/brand-perceptions-Perceivedd-quality-rules-the-day.html#.VqRXiUbpw-I

https://www.scribd.com/doc/221701220/ANALISIS-PENGARUH-EKUITAS-MEREK-TERHADAP-KEPUTUSAN-PEMBELIAN-SEPEDA-MOTOR-Studi-pada-pelanggan-PT-Yamaha-Agung-Motor-Semarang/



http://centreforaviation.com/analysis/indonesia-poised-for-more-rapid-domestic-growth-in-2013-driven-by-low-cost-carriers-101182

http://centreforaviation.com/analysis/indonesia-poised-for-more-rapid-domestic-growth-in-2013-driven-by-low-cost-carriers-101182

http://centreforaviation.com/profiles/airlines/indonesia-airasia-qz

http://centreforaviation.com/analysis/airasia-nears-50-million-annual-passenger200-aircraft-milestones-having-transformed-asian-aviation-203232

http://centreforaviation.com/analysis/airasia-nears-50-million-annual-passenger200-aircraft-milestones-having-transformed-asian-aviation-203232

http://hubdat.dephub.go.id/data-a-informasi/pdda/tahun-2014

http://data.go.id/dataset/jumlah-penumpang-yang-berangkat-pada-penerbangan-domestik/resource/2426d98c-ef35-403f-9464-bb127e2715e7

http://data.go.id/dataset/jumlah-penumpang-yang-berangkat-pada-penerbangan-domestik/resource/2426d98c-ef35-403f-9464-bb127e2715e7

http://www.bps.go.id/linkTableDinamis/view/id/812

APPENDIX A

QUESTONNAIRE “The Impact of Brand Equity and Price towards Customer Purchasing

Decision in Low Cost Airlines”

(A Case Study of Indonesia AirAsia, Jakarta – Denpasar route)

Introduction to Questionnaire

Dear Sir or Madam,

It will be very beneficial for both of us if you are willing to spare some of your

times to fill up this questionnaire. Here I point out the intent and purpose of these

questionnaires along with general instructions filling.

The questionnaire was developed in order to measures the Brand Equity, Price

and Purchase Decision of Indonesia Asia in Jabodetabek. The purpose of this

research is to determine how brand equity and price impacts on purchasing

decision for Indonesia AirAsia usage in Jabodetabek. Based on Brand Equity

Theory by David Aaker, there are three dimensions of brand equity which are

brand awareness, brand associations, and Perceived quality, and also theory about

Price by Kotler and Keller. Therefore, from that theory, I develop some

statements into questionnaire that are relevant to the theory. By knowing the

result of the research I hope that it will make a benefit for you and for me.

The Questionnaire consists of 3 (Three) Parts:

Part I : General Description about Respondent Profile

Part II : Instruction of Questionnaire Filling

Part III : Statement of the Brand Equity and Purchase Decision

Thank you very much for your attention and cooperation acknowledged.

Jakarta, October 2016

Best Regards,

Fazrul Rahman

-------------------------------------------------------------------------- Part I

-------------------------------------------------------------------------- In this section, you are asked to fill your profile, please cross (X) or circle the statement below.

Respondent Profile Name (Optional)

Gender ⎕ Male ⎕ Female

Age ⎕ < 20 years old ⎕ 20 – 25 years old

⎕ 36 – 55 years old ⎕ > 55 years old

Marital Status ⎕ Single ⎕ Married

Education ⎕ Elementary School ⎕ Junior High School ⎕ Senior High School

⎕ Bachelor Degree ⎕ Graduate Study

Income per month

⎕ ≤ Rp. 1,000,000 ⎕ Rp. 1,000,001 – 3,000,000 ⎕ Rp. 3,000,001 – 7,500,000

⎕ Rp. 7,500,001 – 15,000,000 ⎕ >Rp. 15,000,000

------------------------------------------------------------------------- Part II

-------------------------------------------------------------------------- Instruction for filling In this section you are asked to give an opinion on how much the following

statement in accordance to the brand equity and purchase decision. Please rate the

following statement according to Strongly Disagree (SD), Disagree (D), Neither

Agree or Disagree (N), Agree (A) and Strongly Agree (SA):

Choose 1 if you are Strongly Disagree (SD) with the statement

Choose 2 if you are Disagree (D) with the statement

Choose 3 if you are Neither Agree or Disagree (N) with the statement

Choose 4 if you are Agree (A) with the statement

Choose 5 if you are Strongly Agree (SA) with the statement

-------------------------------------------------------------------------- Part III

-------------------------------------------------------------------------- Indonesia AirAsia

BRAND AWARENESS

No. Statements 1

SD

2

D

3

N

4

A

5

SA

1 Some identity attributes of this

Indonesia AirAsia come to my Mind

very quickly.

2 I am familiar with Indonesia AirAsia.

3 I can recognize Indonesia AirAsia

quickly among other competing brands.

4 I remember Indonesia AirAsia when

buying a low cost arilines

BRAND ASSOCIATION

No. Statements 1

SD

2

D

3

N

4

A

5

SA

1 Indonesia AirAsia has very unique

brand image, compared to competing

brands.

2 I respect and admire people who are

using Indonesia AirAsia services.

3 I like Indonesia AirAsia because of

comfortability.

4 I like and trust Indonesia AirAsia

because it reflects my personality

feelings

PERCEIVED QUALITY

No. Statements 1

SD

2

D

3

N

4

A

5

SA

1 Indonesia AirAsia is very reliable.

2 Indonesia AirAsia has a good quality

Service.

3 Service from Indonesia AirAsia offer

excellent features. (Seat, Meals, Cabin,

baggage).

4 Indonesia Air Asia is safe to use.

PRICE

No. Statements 1

SD

2

D

3

N

4

A

5

SA

1 The price offered by Indoensia AirAsia

is worthy with their services provided.

2 The price of Indonesia AirAsia is

affordable.

3 The price offered by Indonesia AirAsia

is cheaper than other Low-Cost

Airlines.

4 The price of Indonesia AirAsia is

appropriate for the customers.

CUSTOMER PURCHASE DECISION

No. Statements 1

SD

2

D

3

N

4

A

5

SA

1 I decided to purchase Indonesia AirAsia

because of its quality.


because of the brand is familiar to me.


because of its reputation.

4 I decided to repeteadly purchase

Indonesia AirAsia.

“Pengaruh Ekuitas Merek dan Persepsi Harga terhadap Keputusan

Pembelian konsumen pada Maskapai bertarif rendah”

(Studi Kasus Indonesia AirAsia rute penerbangan Jakarta – Denpasar)

Pengantar Kuisoner

Kepada yth.Bapak dan Ibu,

Berkenaan dengan penelitian tentang Pengaruh Ekuitas Merek dan harga terhadap

Keputusan Pembelian untuk Indonesia AirAsia rute penerbangan Jakarta –

Denpasar, di Jabodetabek, Saya memohon izin kepada Bapak dan Ibu untuk dapat

meluangkan waktu Anda mengisi kuisoner ini. Selanjutnya, Saya akan

menjelaskan maksud dan tujuan dari kusioner ini dengan petunjuk pengisiannya.

Tujuan dari penelitian ini untuk melihat bagaimana ekuitas merek dan

harga berpengaruh terhadap keputusan pembelian dari konsumen AirAsia

Indonesia rute perjalanan Jakarta – Denpasar, di Jabodetabek. Berdasarkan teori

yang dikemukakan oleh David Aaker, terdapat beberapa dimensi dari ekuitas

merek yaitu, kesadaran merek, asosiasi merek, persepsi kualitas, dan juga teori

tentang harga yang dikemukakan oleh Kotler dan Keller Berdasarkan teori

tersebut, saya mengembangkan beberapa pernyataan yang relevan dengan teori.

Kuisoner ini dibagi menjadi 3 bagian:

Bagian I : Deskripsi Umum tentang Profil Responden

Bagian II : Petunjuk Pengisian Kuisoner

Bagian III : Penjabaran Ekuitas Merek, Harga dan Keputusan Pembelian

Terima Kasih banyak atas perhatian dan dukungan Bapak dan Ibu.

Cikarang, 20 oktober 2016 HormatSaya, Fazrul Rahman

------------------------------------------------------------------------- Bagian I

-------------------------------------------------------------------------- Pada sesi ini, Anda akan diminta untuk mengisi profil Anda. Mohon beritanda

silang (X) atau lingkari pernyataan dibawah ini.

Respondent Profile Nama (Opsional) JenisKelamin ⎕ Laki-laki

⎕ Perempuan

Umur ⎕ < 20 Tahun ⎕ 20 – 25 Tahun

⎕ 36 – 55 Tahun ⎕ > 55 Tahun

Status ⎕ Belum Menikah ⎕ Menikah

Pendidikan Terakhir

⎕ SD ⎕ SMP ⎕ SMA

⎕ S1 ⎕ S2

Penghasilan Per bulan

⎕ ≤ Rp. 1,000,000 ⎕ Rp. 1,000,001 – 3,000,000 ⎕ Rp. 3,000,001 – 7,500,000

⎕ Rp. 7,500,001 – 15,000,000 ⎕ >Rp. 15,000,000

-------------------------------------------------------------------------- Bagian II

-------------------------------------------------------------------------- Petunjuk Pengisian Kuisoner

Pada sesi ini, Anda akan diminta untuk member pendapat Anda mengenai ekuitas

merek dan keputusan pembelian. Mohon menilai berdasarkan Sangat Tidak

Setuju, Tidak setuju, Netral, Setuju dan Sangat Setuju :

Pilih1 JikaAnda Sangat Tidak Setuju dengan pernyataan.

Pilih 2 Jika Anda Tidak Setuju dengan pernyataan.

Pilih 3 Jika Anda Netral dengan pernyataan.

Pilih 4 Jika Anda Setuju dengan pernyataan.

Pilih 5 Jika Anda Sangat Setuju dengan pernyataan.

-------------------------------------------------------------------------- Bagian III

-------------------------------------------------------------------------- INDONESIA AIRASIA

PERSEPSI KUALITAS

No. Pernyataan 1

ST

2

T

3

N

4

S

5

SS

1 Maskapai Indonesia AirAsia sangat

dapat diandalkan

2 Indonesia AirAsia mempunyai kualitas

servis yang baik

3 Maskapai Indonesia AirAsia

menawarkan pelayanan yang sangat baik

(Kursi, makanan dan minuman, kabin,

bagasi)

4 Maskapai Indonesia AirAsia aman

digunakan

KESADARAN MEREK.

No. Pernyataan 1

ST

2

T

3

N

4

S

5

SS

1 Beberapa ciri identitas dari maskapai

Indonesia AirAsia muncul di pikiran

dengan sangat cepat.

2 Saya sangat familiar dengan maskapai

Indonesia AirAsia.

3 Saya dapat mengenali maskapai

Indonesia AirAsia dengan cepat diantara

merek lainnya.

4 Saya mengingat Indonesia AirAsia

ketika membeli tiket penerbangan

bertarif rendah.

ASOSIASI MEREK.

No. Pernyataan 1

ST

2

T

3

N

4

S

5

SS

1 Maskapai Indonesia AirAsia memiliki

citra merek yang sangat unik

dibandingkan dengan merek lainnya

2 Saya menghargai dan mengagumi orang

yang menggunakan maskapai Indonesia

AirAsia.

3 Saya menyukai citra maskapai Indonesia

AirAsia karena kenyamanannya.

4 Saya suka dan percaya terhadap

maskapai Indonesia AirAsia karena

mencerminkan kepribadian saya.

HARGA

No. Pernyataan 1

ST

2

T

3

N

4

S

5

SS

1 Harga yang ditawarkan maskapai

Indonesia AirAsia sesuai dengan

layanan yang diberikan.

2 Harga maskapai Indonesia AirAsia

sangat terjangkau.

3 Harga yang ditawarkan Maskapai

Indonesia AirAsia Lebih murah dari

maskapai bertarif rendah lainnya.

4 Harga Indonesia AirAsia sesuai dengan

kemampuan pelanggan.

KEPUTUSAN PEMBELIAN

No. Pernyataan 1

ST

2

T

3

N

4

S

5

SS

1 Saya memutuskan untuk membeli

penerbangan Indonesia AirAsia karena

kualitasnya.



familiar dengan mereknya.



reputasinya.

4 Saya memutuskan untuk selalu membeli

penerbangan Indonesia AirAsia.

APPENDIX B

RAW DATA No. BA1 BA2 BA3 BA4 BAT BAS1 BAS2 BAS3 BAS4 BAST PQ1 PQ2 PQ3 PQ4 PQT

1 4 4 3 4 3.75 4 3 4 3 3.5 3 4 4 4 3.75

2 3 5 4 4 4 3 3 4 4 3.5 4 4 4 5 4.25

3 5 5 4 5 4.75 5 4 3 3 3.75 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 1 1 1 1 1 2 2 1 2 1.75 1 2 2 1 1.5

6 3 4 3 4 3.5 4 4 3 3 3.5 3 3 4 3 3.25

7 4 5 5 4 4.5 4 2 2 2 2.5 3 4 4 4 3.75

8 4 4 3 4 3.75 4 5 4 4 4.25 5 4 4 3 4

9 1 2 2 2 1.75 2 2 2 2 2 2 2 2 2 2

10 4 5 5 5 4.75 3 4 4 4 3.75 5 4 4 4 4.25

11 4 1 5 2 3 2 1 1 1 1.25 2 2 1 2 1.75

12 3 4 4 3 3.5 4 3 3 2 3 3 3 3 3 3

13 3 3 3 4 3.25 4 3 3 4 3.5 3 4 4 4 3.75

14 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

15 4 4 4 4 4 3 3 3 4 3.25 4 4 4 4 4

16 4 4 4 4 4 4 4 3 3 3.5 4 4 3 3 3.5

17 4 4 3 2 3.25 4 3 2 2 2.75 2 2 2 2 2

18 4 4 3 5 4 3 2 2 2 2.25 4 4 4 5 4.25

19 1 3 5 4 3.25 4 1 3 3 2.75 3 3 3 4 3.25

20 4 3 3 2 3 1 2 3 3 2.25 2 3 2 3 2.5

21 3 2 3 1 2.25 2 5 5 5 4.25 5 5 5 5 5

22 3 2 5 4 3.5 2 1 1 1 1.25 1 1 2 3 1.75

23 5 4 4 4 4.25 3 3 2 2 2.5 3 3 2 3 2.75

24 3 4 4 5 4 3 4 3 4 3.5 3 3 3 3 3

25 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

26 4 4 4 3 3.75 4 3 3 3 3.25 3 4 3 4 3.5

27 3 4 5 5 4.25 3 3 2 3 2.75 3 3 2 3 2.75

28 4 4 5 4 4.25 3 3 4 4 3.5 3 5 3 2 3.25

29 3 3 4 4 3.5 2 2 3 3 2.5 4 3 2 3 3

30 3 4 4 4 3.75 3 4 3 3 3.25 3 3 3 3 3

31 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

32 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

33 3 4 3 4 3.5 2 3 2 2 2.25 3 3 3 3 3

34 5 5 3 5 4.5 5 3 2 2 3 3 3 3 4 3.25

35 4 3 5 5 4.25 5 3 3 1 3 3 3 3 3 3

36 4 3 4 5 4 3 3 2 3 2.75 3 3 3 3 3

37 4 4 4 5 4.25 2 3 3 3 2.75 4 4 4 4 4

38 3 5 4 5 4.25 4 3 3 3 3.25 4 4 3 3 3.5

39 2 3 4 4 3.25 3 3 4 4 3.5 4 4 4 4 4

40 4 3 3 4 3.5 4 2 3 4 3.25 3 3 4 4 3.5

41 1 5 4 5 3.75 4 3 2 2 2.75 3 3 4 2 3

42 4 5 4 3 4 3 4 4 3 3.5 4 4 4 5 4.25

43 4 5 4 4 4.25 5 3 3 2 3.25 4 4 4 4 4

44 3 3 3 4 3.25 4 4 4 4 4 4 4 4 4 4

45 3 3 4 5 3.75 2 3 1 1 1.75 3 3 2 3 2.75

46 4 4 4 3 3.75 3 3 3 2 2.75 3 3 3 4 3.25

47 5 4 4 4 4.25 3 2 3 2 2.5 2 3 3 3 2.75

48 4 4 3 5 4 3 3 2 2 2.5 3 2 2 3 2.5

49 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3.75

50 5 5 4 5 4.75 3 3 3 3 3 4 4 4 4 4

51 3 4 4 4 3.75 4 3 3 3 3.25 3 4 3 4 3.5

52 3 4 4 4 3.75 3 3 3 3 3 3 3 3 3 3

53 5 3 4 5 4.25 2 1 2 3 2 3 4 3 3 3.25

54 2 2 2 5 2.75 2 2 1 1 1.5 1 1 2 1 1.25

55 4 4 4 5 4.25 4 3 4 4 3.75 4 5 5 3 4.25

56 4 4 3 4 3.75 3 3 4 3 3.25 4 4 4 4 4

57 4 4 3 4 3.75 3 3 4 3 3.25 4 4 4 4 4

58 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

59 3 5 4 5 4.25 2 1 1 1 1.25 2 2 1 2 1.75

60 3 1 3 1 2 4 3 3 5 3.75 3 2 2 3 2.5

61 4 5 5 4 4.5 5 2 4 2 3.25 5 4 5 4 4.5

62 4 3 4 5 4 2 3 4 4 3.25 3 3 2 5 3.25

63 4 4 3 5 4 4 3 3 2 3 3 3 3 3 3

64 3 2 3 3 2.75 3 4 3 2 3 3 3 3 3 3

65 3 4 4 4 3.75 3 3 4 5 3.75 4 4 3 3 3.5

66 2 3 2 2 2.25 4 3 2 2 2.75 1 1 3 1 1.5

67 3 4 5 3 3.75 4 4 3 2 3.25 4 4 3 4 3.75

68 5 4 5 5 4.75 5 5 5 2 4.25 4 4 4 4 4

69 4 5 4 5 4.5 5 4 3 2 3.5 3 4 5 4 4

70 4 5 5 5 4.75 4 4 5 2 3.75 5 4 2 3 3.5

71 5 4 5 5 4.75 4 2 4 4 3.5 4 4 4 4 4

72 5 3 3 3 3.5 4 4 4 3 3.75 4 4 4 4 4

73 5 4 4 4 4.25 5 4 4 3 4 4 4 5 4 4.25

74 2 3 5 5 3.75 4 4 3 3 3.5 3 4 3 4 3.5

75 2 4 3 2 2.75 3 2 3 2 2.5 3 3 3 4 3.25

76 3 3 4 4 3.5 4 2 2 2 2.5 2 2 3 3 2.5

77 3 3 4 5 3.75 4 2 3 2 2.75 3 4 3 4 3.5

78 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

79 4 5 3 4 4 3 3 3 3 3 3 3 2 3 2.75

80 3 5 4 3 3.75 3 3 3 4 3.25 4 3 3 4 3.5

81 4 5 5 5 4.75 4 3 4 4 3.75 4 4 3 4 3.75

82 4 4 4 4 4 4 3 4 4 3.75 4 4 4 4 4

83 4 4 4 5 4.25 4 4 4 3 3.75 4 3 4 4 3.75

84 3 3 3 3 3 3 2 3 3 2.75 3 1 1 1 1.5

85 3 4 3 1 2.75 3 2 2 1 2 2 2 2 1 1.75

86 4 5 5 3 4.25 3 4 3 3 3.25 4 3 4 4 3.75

87 3 5 5 5 4.5 5 5 5 5 5 5 5 5 5 5

88 4 5 5 4 4.5 2 1 1 1 1.25 3 2 2 1 2

89 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3

90 4 4 3 5 4 3 5 3 3 3.5 4 4 4 4 4

91 4 5 5 5 4.75 4 1 2 2 2.25 2 5 1 4 3

92 4 5 5 4 4.5 3 3 4 3 3.25 4 4 4 4 4

93 1 4 4 4 3.25 2 2 2 2 2 3 3 3 3 3

94 4 5 5 3 4.25 3 3 3 3 3 3 3 3 3 3

95 5 4 4 5 4.5 4 4 5 4 4.25 4 5 4 4 4.25

96 5 5 3 4 4.25 2 2 4 4 3 2 4 4 5 3.75

97 5 4 4 3 4 4 4 4 4 4 2 2 3 3 2.5

98 4 4 4 2 3.5 2 3 5 4 3.5 3 3 3 4 3.25

99 5 5 5 5 5 5 4 3 4 4 4 5 4 4 4.25

100 3 2 4 4 3.25 4 4 4 4 4 3 5 4 3 3.75

101 5 5 3 4 4.25 3 3 3 3 3 3 3 3 3 3

102 3 3 2 4 3 3 4 3 2 3 3 4 4 4 3.75

103 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

104 4 4 4 3 3.75 3 3 3 3 3 3 3 2 3 2.75

105 4 5 4 4 4.25 4 2 3 2 2.75 4 4 3 4 3.75

106 4 5 4 5 4.5 3 2 1 3 2.25 3 3 3 2 2.75

107 4 3 3 3 3.25 4 3 3 3 3.25 3 3 3 3 3

108 3 2 5 4 3.5 3 2 2 2 2.25 2 2 3 3 2.5

109 5 5 4 3 4.25 4 2 3 2 2.75 3 3 2 3 2.75

110 4 4 3 2 3.25 3 1 1 1 1.5 1 1 1 3 1.5

111 4 3 3 4 3.5 3 4 4 3 3.5 3 3 4 4 3.5

112 5 4 4 5 4.5 5 3 3 3 3.5 4 4 3 4 3.75

113 4 2 3 4 3.25 4 4 2 1 2.75 3 3 4 4 3.5

114 3 3 3 5 3.5 3 3 3 3 3 2 2 2 3 2.25

115 4 4 5 3 4 4 5 4 4 4.25 3 5 4 4 4

116 1 4 5 5 3.75 3 2 3 5 3.25 3 5 4 4 4

117 4 4 5 4 4.25 4 3 3 4 3.5 4 4 3 4 3.75

118 4 4 3 5 4 3 3 3 3 3 3 4 3 3 3.25

119 3 2 2 1 2 1 1 1 1 1 1 2 1 1 1.25

120 1 1 2 5 2.25 4 2 2 1 2.25 4 4 2 2 3

121 4 5 5 3 4.25 4 2 3 2 2.75 3 3 3 3 3

122 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

123 5 5 5 5 5 3 3 2 1 2.25 3 3 2 3 2.75

124 1 2 4 2 2.25 3 5 4 2 3.5 4 1 4 4 3.25

125 3 3 2 2 2.5 2 4 3 3 3 3 4 4 3 3.5

126 1 3 2 2 2 3 3 2 3 2.75 2 2 2 3 2.25

127 2 3 2 4 2.75 3 3 2 2 2.5 1 4 4 2 2.75

128 5 4 4 4 4.25 2 4 5 4 3.75 4 5 4 3 4

129 3 4 5 5 4.25 4 3 4 3 3.5 4 4 4 4 4

130 4 5 4 5 4.5 4 4 5 4 4.25 4 4 4 5 4.25

131 4 5 4 5 4.5 4 2 4 2 3 4 4 2 5 3.75

132 4 3 4 4 3.75 5 5 5 4 4.75 5 5 5 4 4.75

133 3 4 3 4 3.5 4 3 3 3 3.25 4 4 4 4 4

134 4 4 4 5 4.25 4 4 5 5 4.5 4 4 3 4 3.75

135 3 5 4 5 4.25 3 1 1 1 1.5 2 2 3 1 2

136 3 2 4 3 3 2 2 2 2 2 3 3 3 3 3

137 4 3 5 4 4 4 4 5 4 4.25 2 4 4 4 3.5

138 2 3 4 2 2.75 3 2 3 4 3 3 4 3 2 3

139 5 5 5 5 5 4 3 5 4 4 4 5 4 4 4.25

14 3 3 3 3 3 4 3 3 3 3.25 3 3 3 3 3

141 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

142 4 4 4 5 4.25 4 4 4 5 4.25 4 5 4 4 4.25

143 5 4 4 5 4.5 4 3 4 4 3.75 5 4 4 3 4

144 4 4 5 4 4.25 5 4 5 5 4.75 3 5 5 4 4.25

145 4 4 5 5 4.5 4 3 3 4 3.5 5 5 5 4 4.75

146 5 4 4 5 4.5 4 3 4 4 3.75 5 4 4 5 4.5

147 4 5 4 5 4.5 4 3 3 5 3.75 4 4 5 3 4

148 4 3 5 4 4 4 4 5 4 4.25 5 4 5 5 4.75

149 4 5 4 4 4.25 5 4 4 5 4.5 4 5 4 4 4.25

150 5 4 3 4 4 4 3 5 4 4 4 4 5 3 4

151 4 4 5 4 4.25 3 4 4 4 3.75 5 4 4 4 4.25

152 4 4 5 3 4 4 3 3 4 3.5 3 4 5 3 3.75

153 3 3 2 4 3 3 3 4 3 3.25 4 3 3 4 3.5

154 4 5 4 4 4.25 4 4 5 3 4 4 3 4 3 3.5

155 3 2 3 4 3 5 3 2 3 3.25 4 3 3 3 3.25

156 3 5 4 4 4 3 4 4 4 3.75 4 4 4 4 4

157 5 5 4 5 4.75 5 4 4 5 4.5 4 4 5 5 4.5

158 4 5 4 4 4.25 3 4 3 2 3 4 4 5 3 4

159 4 5 5 2 4 2 4 1 1 2 4 2 1 4 2.75

160 5 3 4 4 4 4 4 2 4 3.5 4 4 5 3 4

161 4 4 5 5 4.5 3 3 3 3 3 3 4 4 4 3.75

162 4 4 4 4 4 4 4 4 4 4 3 3 4 3 3.25

163 5 5 5 5 5 2 4 2 2 2.5 4 4 1 4 3.25

164 4 4 2 3 3.25 2 2 3 2 2.25 3 3 3 4 3.25

165 3 3 3 5 3.5 4 4 4 4 4 4 4 5 4 4.25

166 4 3 4 4 3.75 4 5 5 5 4.75 4 4 4 3 3.75

167 4 5 4 4 4.25 5 3 4 3 3.75 4 5 4 4 4.25

168 4 4 4 4 4 4 3 4 3 3.5 4 3 4 3 3.5

169 4 3 3 4 3.5 4 3 4 3 3.5 4 4 5 4 4.25

170 4 5 4 3 4 4 5 4 3 4 4 4 5 5 4.5

171 4 5 4 4 4.25 4 3 4 3 3.5 5 4 4 3 4

172 2 3 4 4 3.25 4 1 2 1 2 3 3 3 3 3

173 4 3 4 4 3.75 3 3 4 3 3.25 4 3 4 2 3.25

174 3 3 3 3 3 3 3 4 3 3.25 4 4 4 4 4

175 4 4 4 4 4 4 5 5 5 4.75 5 4 5 4 4.5

176 4 3 4 4 3.75 4 3 4 4 3.75 4 5 4 4 4.25

177 4 4 3 4 3.75 4 3 2 4 3.25 4 5 4 2 3.75

178 4 5 5 5 4.75 4 3 3 3 3.25 3 3 2 3 2.75

179 4 3 4 3 3.5 3 4 4 4 3.75 4 4 4 2 3.5

180 4 5 4 3 4 4 3 4 2 3.25 4 4 3 3 3.5

181 4 3 5 4 4 2 3 4 2 2.75 4 3 3 2 3

182 4 4 3 3 3.5 4 4 5 3 4 4 3 4 4 3.75

183 4 3 5 4 4 4 3 4 2 3.25 4 3 4 2 3.25

184 4 3 4 4 3.75 4 3 4 5 4 4 4 3 2 3.25

185 5 3 4 3 3.75 4 4 5 3 4 3 4 3 3 3.25

186 4 3 4 2 3.25 4 3 4 2 3.25 3 4 3 3 3.25

187 4 4 4 4 4 4 5 4 5 4.5 4 5 4 4 4.25

188 4 5 3 3 3.75 4 3 4 4 3.75 4 5 4 4 4.25

189 4 5 4 4 4.25 3 2 3 3 2.75 4 4 5 3 4

190 4 3 5 2 3.5 3 4 4 4 3.75 3 5 4 2 3.5

191 4 3 2 3 3 3 4 3 3 3.25 4 4 3 3 3.5

192 5 3 2 4 3.5 4 3 3 4 3.5 3 3 4 3 3.25

193 3 4 2 2 2.75 4 3 3 4 3.5 3 4 3 3 3.25

194 3 4 2 2 2.75 4 3 3 4 3.5 3 4 3 3 3.25

195 5 4 2 3 3.5 3 4 3 2 3 2 4 4 3 3.25

196 5 4 4 4 4.25 3 4 5 5 4.25 4 4 3 3 3.5

197 4 3 4 5 4 5 4 3 4 4 4 4 5 3 4

198 4 4 5 4 4.25 2 4 3 4 3.25 2 4 4 3 3.25

199 4 3 5 4 4 4 3 3 3 3.25 3 4 4 3 3.5

200 3 5 4 3 3.75 2 2 4 3 2.75 4 3 4 2 3.25

No. PR1 PR2 PR3 PR4 PRT CPD1 CPD2 CPD3 CPD4 CPDT

1 3 4 4 3 3.5 3 3 3 3 3

2 5 4 4 5 4.5 5 4 5 4 4.5

3 3 5 5 5 4.5 3 3 3 3 3

4 5 5 4 4 4.5 4 4 4 4 4

5 1 1 1 1 1 2 1 1 2 1.5

6 4 5 5 4 4.5 3 3 3 3 3

7 5 4 4 5 4.5 4 2 2 3 2.75

8 3 4 4 5 4 5 5 5 4 4.75

9 1 1 1 1 1 1 1 1 1 1

10 4 4 4 5 4.25 3 5 5 3 4

11 4 5 5 5 4.75 1 1 1 1 1

12 4 4 4 4 4 3 3 4 3 3.25

13 3 3 3 3 3 3 3 4 4 3.5

14 1 1 1 1 1 1 1 1 1 1

15 4 4 4 4 4 4 4 4 4 4

16 4 4 5 4 4.25 3 3 3 3 3

17 3 3 2 2 2.5 2 2 2 2 2

18 4 4 4 5 4.25 2 4 4 2 3

19 3 3 3 3 3 3 4 3 1 2.75

20 1 3 3 3 2.5 3 4 2 4 3.25

21 1 1 1 1 1 3 3 3 5 3.5

22 5 5 4 5 4.75 1 3 1 1 1.5

23 4 4 4 4 4 1 2 2 2 1.75

24 4 4 4 4 4 3 4 4 3 3.5

25 3 3 5 3 3.5 3 3 3 3 3

26 4 4 3 4 3.75 4 3 4 3 3.5

27 4 5 4 4 4.25 2 3 3 2 2.5

28 4 3 4 4 3.75 3 4 3 4 3.5

29 4 4 4 4 4 2 2 3 2 2.25

30 4 4 3 4 3.75 3 3 3 3 3

31 5 5 5 5 5 5 5 5 5 5

32 5 5 5 5 5 5 5 5 5 5

33 3 3 3 3 3 3 4 3 2 3

34 5 5 5 5 5 3 3 3 3 3

35 5 5 5 5 5 4 4 4 2 3.5

36 4 3 3 4 3.5 3 3 3 2 2.75

37 4 5 4 4 4.25 4 4 4 2 3.5

38 4 4 4 4 4 2 3 4 4 3.25

39 5 5 4 4 4.5 3 4 4 3 3.5

40 5 4 4 4 4.25 3 3 4 3 3.25

41 5 4 2 4 3.75 1 2 1 2 1.5

42 4 5 4 5 4.5 3 4 5 3 3.75

43 4 4 3 3 3.5 3 3 3 4 3.25

44 4 5 3 4 4 4 4 4 3 3.75

45 4 4 2 3 3.25 2 2 2 2 2

46 4 4 3 4 3.75 4 4 4 4 4

47 4 4 4 3 3.75 2 3 3 1 2.25

48 3 4 4 3 3.5 2 2 2 2 2

49 3 2 3 2 2.5 2 3 3 2 2.5

50 5 5 5 5 5 4 5 4 4 4.25

51 4 4 4 4 4 4 4 4 1 3.25

52 4 4 4 4 4 3 4 4 3 3.5

53 4 3 3 3 3.25 2 3 3 1 2.25

54 4 4 4 4 4 1 2 1 1 1.25

55 4 4 4 4 4 5 4 3 4 4

56 4 4 4 4 4 3 3 3 3 3

57 4 4 4 4 4 4 3 4 3 3.5

58 5 5 5 5 5 5 5 5 4 4.75

59 4 5 5 4 4.5 1 2 2 1 1.5

60 1 1 2 2 1.5 3 3 3 4 3.25

61 5 5 5 5 5 4 5 4 2 3.75

62 4 5 4 4 4.25 3 3 3 3 3

63 4 4 5 5 4.5 3 3 3 2 2.75

64 3 2 3 4 3 3 3 4 3 3.25

65 3 3 3 3 3 3 4 3 3 3.25

66 4 5 5 3 4.25 1 1 1 1 1

67 4 3 3 3 3.25 4 3 4 1 3

68 4 5 5 4 4.5 2 3 5 5 3.75

69 4 5 5 4 4.5 4 5 5 3 4.25

70 4 5 4 4 4.25 4 4 3 4 3.75

71 5 5 4 5 4.75 4 3 3 2 3

72 5 4 3 4 4 3 4 4 3 3.5

73 5 4 4 5 4.5 4 4 4 4 4

74 5 5 4 4 4.5 4 4 4 4 4

75 3 2 3 2 2.5 2 2 3 2 2.25

76 5 4 4 4 4.25 3 3 3 3 3

77 4 4 4 3 3.75 5 4 2 2 3.25

78 4 4 4 4 4 4 4 4 4 4

79 3 4 3 3 3.25 2 2 3 3 2.5

80 4 4 3 3 3.5 3 3 3 3 3

81 5 4 4 4 4.25 4 4 4 4 4

82 4 4 3 3 3.5 4 4 4 4 4

83 4 4 4 4 4 4 4 4 4 4

84 3 3 3 3 3 1 1 1 1 1

85 3 3 3 3 3 2 2 2 2 2

86 4 4 3 4 3.75 4 1 4 4 3.25

87 5 5 5 5 5 5 5 5 5 5

88 3 4 4 3 3.5 1 1 1 1 1

89 4 4 4 4 4 3 3 3 3 3

90 5 5 5 5 5 3 3 3 3 3

91 5 4 4 1 3.5 2 5 4 1 3

92 4 4 4 4 4 4 5 5 3 4.25

93 3 4 4 4 3.75 3 3 3 2 2.75

94 4 3 4 3 3.5 2 2 2 3 2.25

95 5 5 5 5 5 4 4 3 5 4

96 5 4 4 4 4.25 4 4 4 3 3.75

97 4 5 5 5 4.75 4 3 2 3 3

98 4 5 4 4 4.25 4 5 4 4 4.25

99 4 4 5 4 4.25 3 4 3 5 3.75

100 4 5 5 5 4.75 4 4 3 4 3.75

101 3 3 3 3 3 3 3 3 4 3.25

102 4 3 3 4 3.5 3 1 3 1 2

103 3 3 3 3 3 3 3 3 3 3

104 4 3 5 5 4.25 4 4 3 2 3.25

105 5 5 4 4 4.5 4 4 3 2 3.25

106 4 4 4 3 3.75 2 3 3 3 2.75

107 4 4 4 4 4 3 3 3 3 3

108 4 4 4 5 4.25 3 3 3 2 2.75

109 4 3 3 5 3.75 3 2 3 3 2.75

110 5 5 5 4 4.75 1 1 1 1 1

111 2 3 3 4 3 4 5 1 2 3

112 4 5 5 5 4.75 4 3 4 4 3.75

113 4 3 3 4 3.5 3 3 4 2 3

114 3 2 2 2 2.25 2 2 2 3 2.25

115 5 5 4 4 4.5 5 4 3 2 3.5

116 5 5 3 4 4.25 3 3 5 3 3.5

117 4 4 4 4 4 3 4 4 3 3.5

118 5 5 5 5 5 3 2 3 3 2.75

119 4 3 4 5 4 1 1 1 1 1

120 5 5 5 4 4.75 4 4 5 1 3.5

121 4 4 3 3 3.5 3 2 2 2 2.25

122 4 4 4 4 4 4 4 4 4 4

123 5 5 5 5 5 2 3 3 3 2.75

124 4 4 3 3 3.5 3 3 4 2 3

125 3 3 3 3 3 3 3 3 3 3

126 2 2 2 2 2 2 2 3 3 2.5

127 3 5 4 4 4 3 2 3 3 2.75

128 5 5 5 5 5 4 4 4 2 3.5

129 4 5 3 4 4 4 4 4 1 3.25

130 5 5 4 5 4.75 4 4 5 4 4.25

131 5 4 3 4 4 4 5 4 3 4

132 3 2 2 2 2.25 5 4 3 4 4

133 4 4 3 4 3.75 3 3 3 2 2.75

134 4 4 3 5 4 4 5 4 4 4.25

135 4 4 4 4 4 2 2 2 2 2

136 4 4 4 4 4 4 4 4 3 3.75

137 5 4 4 5 4.5 4 4 3 3 3.5

138 4 3 2 4 3.25 4 3 2 3 3

139 5 5 4 3 4.25 5 4 4 3 4

14 4 3 3 3 3.25 2 2 2 2 2

141 5 5 5 4 4.75 5 4 4 5 4.5

142 5 5 5 5 5 4 3 4 4 3.75

143 4 5 5 5 4.75 4 3 3 3 3.25

144 4 5 5 5 4.75 4 4 3 3 3.5

145 5 4 5 4 4.5 3 4 3 3 3.25

146 4 4 3 4 3.75 4 3 4 4 3.75

147 5 4 4 5 4.5 3 4 4 3 3.5

148 4 5 4 4 4.25 4 3 4 4 3.75

149 4 4 4 4 4 4 3 4 4 3.75

150 4 5 5 5 4.75 4 3 4 4 3.75

151 4 5 4 4 4.25 4 3 4 4 3.75

152 5 4 4 5 4.5 4 3 4 4 3.75

153 4 4 4 4 4 3 3 3 3 3

154 5 4 4 4 4.25 4 3 4 4 3.75

155 4 5 4 4 4.25 4 4 4 3 3.75

156 4 4 5 4 4.25 4 5 5 5 4.75

157 5 4 4 4 4.25 4 4 5 4 4.25

158 5 4 4 4 4.25 4 4 5 4 4.25

159 4 5 4 4 4.25 2 4 2 1 2.25

160 4 5 4 4 4.25 4 4 5 4 4.25

161 4 4 3 3 3.5 3 3 3 3 3

162 4 4 3 3 3.5 3 3 3 3 3

163 4 5 5 5 4.75 2 5 2 4 3.25

164 3 4 3 4 3.5 4 3 3 3 3.25

165 5 5 5 5 5 4 4 4 4 4

166 4 5 4 4 4.25 4 4 5 4 4.25

167 3 4 4 5 4 4 3 5 4 4

168 4 3 3 4 3.5 4 3 4 3 3.5

169 4 4 4 5 4.25 5 4 4 3 4

170 4 3 5 4 4 4 4 3 3 3.5

171 4 4 4 3 3.75 4 3 4 4 3.75

172 2 4 4 3 3.25 2 2 2 1 1.75

173 4 3 4 3 3.5 4 2 4 4 3.5

174 4 4 4 4 4 4 4 4 4 4

175 5 4 5 4 4.5 5 4 5 4 4.5

176 4 5 4 4 4.25 4 4 4 4 4

177 4 4 4 3 3.75 2 4 3 4 3.25

178 3 4 4 4 3.75 4 4 3 3 3.5

179 5 5 5 5 5 4 4 4 4 4

180 4 5 4 5 4.5 3 4 3 3 3.25

181 4 3 4 4 3.75 4 3 2 2 2.75

182 3 4 4 4 3.75 5 3 4 3 3.75

183 4 4 4 5 4.25 3 2 3 2 2.5

184 4 4 3 5 4 4 5 4 4 4.25

185 4 5 5 3 4.25 4 3 2 3 3

186 4 5 2 4 3.75 3 4 2 4 3.25

187 4 4 5 5 4.5 4 4 4 4 4

188 3 4 3 3 3.25 4 4 3 3 3.5

189 4 5 5 5 4.75 3 4 3 3 3.25

190 4 5 3 4 4 4 3 4 5 4

191 4 3 4 3 3.5 4 3 4 2 3.25

192 4 3 4 5 4 2 3 4 2 2.75

193 4 5 4 4 4.25 4 2 2 2 2.5

194 4 5 4 4 4.25 4 2 2 2 2.5

195 4 3 4 5 4 3 4 3 4 3.5

196 3 4 5 5 4.25 4 4 4 4 4

197 4 5 5 5 4.75 3 4 3 4 3.5

198 4 4 5 4 4.25 4 3 4 4 3.75

199 5 4 2 4 3.75 2 4 2 2 2.5

200 4 4 5 3 4 2 2 2 2 2

APPENDIX C SPSS Output

Pearson’s Correlation Coefficient

Correlations

BA1 BA2 BA3 BA4 BAT BA1 Pearson Correlation 1 .445** .318** .302** .705**

Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BA2 Pearson Correlation .445** 1 .405** .380** .766** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BA3 Pearson Correlation .318** .405** 1 .402** .718** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BA4 Pearson Correlation .302** .380** .402** 1 .727** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BAT Pearson Correlation .705** .766** .718** .727** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

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

Correlations

BAS1 BAS2 BAS3 BAS4 BAST BAS1 Pearson Correlation 1 .395** .411** .325** .652**

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

N 200 200 200 200 200 BAS2 Pearson Correlation .395** 1 .619** .522** .803**

Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BAS3 Pearson Correlation .411** .619** 1 .670** .868** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BAS4 Pearson Correlation .325** .522** .670** 1 .819** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

BAST Pearson Correlation .652** .803** .868** .819** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200


Correlations

PQ1 PQ2 PQ3 PQ4 PQT PQ1 Pearson Correlation 1 .619** .572** .542** .829**

Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PQ2 Pearson Correlation .619** 1 .631** .537** .850** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PQ3 Pearson Correlation .572** .631** 1 .479** .827** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PQ4 Pearson Correlation .542** .537** .479** 1 .775** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PQT Pearson Correlation .829** .850** .827** .775** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200


Correlations

PR1 PR2 PR3 PR4 PRT PR1 Pearson Correlation 1 .656** .529** .596** .816**

Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PR2 Pearson Correlation .656** 1 .665** .631** .875** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PR3 Pearson Correlation .529** .665** 1 .635** .840** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PR4 Pearson Correlation .596** .631** .635** 1 .849** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

PRT Pearson Correlation .816** .875** .840** .849** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200


Correlations

CPD1 CPD2 CPD3 CPD4 CPDT CPD1 Pearson Correlation 1 .614** .642** .554** .850**

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

N 200 200 200 200 200 CPD2 Pearson Correlation .614** 1 .617** .465** .811**

Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

CPD3 Pearson Correlation .642** .617** 1 .556** .853** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

CPD4 Pearson Correlation .554** .465** .556** 1 .786** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200

CPDT Pearson Correlation .850** .811** .853** .786** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200


Cronbach’s Alpha Coefficient

Scale : Brand Awareness

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.705 .706 4

Scale : Brand Association


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.797 .794 4

Scale : Perceived Quality


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.837 .838 4

Scale : Price


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.866 .866 4

Scale : Customer Purchase Decision


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.843 .844 4

THE IMPACT OF BRAND EQUITY AND PRICE TOWARDS …

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