The influence of brand communication, brand image, brand ...
THE INFLUENCE OF BRAND AWARENESS, PERCEIVED...
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i THE INFLUENCE OF BRAND AWARENESS, PERCEIVED BRAND QUALITY, BRAND ASSOCIATION AND BRAND LOYALTY TOWARD CUSTOMER PURCHASE DECISION TO CHOOSE GARUDA INDONESIA AIRLINES (CASE STUDY: CUSTOMER GARUDA INDONESIA IN JABODETABEK) ANGGANA EKO AGUSTY 1090081100015 MANAGEMENT DEPARTMENT INTERNATIONAL CLASS PROGRAM FACULTY OF ECONOMICS AND BUSINESS STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA 1436 H / 2015 M
Transcript of THE INFLUENCE OF BRAND AWARENESS, PERCEIVED...
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THE INFLUENCE OF BRAND AWARENESS, PERCEIVED BRAND QUALITY, BRAND
ASSOCIATION AND BRAND LOYALTY TOWARD CUSTOMER PURCHASE
DECISION TO CHOOSE GARUDA INDONESIA AIRLINES
(CASE STUDY: CUSTOMER GARUDA INDONESIA IN JABODETABEK)
ANGGANA EKO AGUSTY
1090081100015
MANAGEMENT DEPARTMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH
JAKARTA
1436 H / 2015 M
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CURRICULUM VITAE
Personal Identities
Name : Anggana Eko Agusty
Gender : Male
Place of Birth : Jakarta
Date of Birth : August 28th
1991
Address : Jl. Kertamukti gang hajinipan no.125 ciputat, tangerang selatan.
Indonesia
Phone/Mobile : 085920111707
E-mail Address : [email protected]
Formal Education
College : UIN Syarif Hidayatullah Jakarta
Senior High School : SMA Islam Al-azhar 3
Junior High School : SMP Madrasah Pembangunan
Elementary School : SD Madrasah Pembangunan
Kindergarten : TK Ketilang
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PREFACE
Thank and blessed the researcher give for the Allah SWT, because of Him I can finish the
one requirement to get bachelor degree in UIN Syarif Hidayatullah Jakarta. Shalawat and salam the
researcher also give to the holy prophet Muhammad SAW, his family, and his comrades, and his
followers that will follow his teaching to the end of the day. Amin
In this opportunity the researcher wants to say thank you to all people that help me to fulfill
this bachelor thesis. Particulary to:
1. Special thanks to my father Drs.Bambang Sudibyo Msc, CSLP and my mother Nila Eka
Octarina that always give me support to finish this bachelor thesis.
2. Dr. Arief Mufraini, Lc., M.Si as the Dean of Faculty of Economics and Business of UIN
Syarif Hidayatullah Jakarta.
3. Titi Dewi Warninda, SE., M.Si as Head of Management studies program and Ela Patriana
MM as Secretary of Management Studies Program.
4. Dr.Yahya Hamja, MM as the first thesis supervisor who give me support and spent his
time to supervise my thesis.
5. Cut Erika Ananda Fatimah, MBA as the second supervisor who give me support and
spent her time to supervise my thesis.
6. Leis Susanawaty, SE., M.Si as my Academic Supervisor
7. All the lecturer and staff in faculty of economics and business, particularly in
International Program.
8. Management International 2009. Thank you for the time we spend together and thanks
also for the memories that cannot be forgotten.
9. Accounting International 2009, all senior and junior from 2007- 2013 in international
program. A pleasure to meet you all.
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10. Stomping Grounds Coffee partner (cepot,kecol,winda,ilham,yuda)
11. District Family, Warbel family, and Bank Mini Family. Thank you for the support and
keep motivate me through the several of suggestion.
12. All respondents that cooperative and spent their time in order to fill the data in this
research.
13. All my friends that cannot be mention one by one.
May Allah give bountifully reward. Suggestions and criticisms will researcher accept for the
sake self of further improvement. In the last word, May Allah SWT give easiness to the all of us,
and this thesis can be useful for all of us, particularly for the researcher.
Jakarta, March 2015
Anggana Eko Agusty
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THE INFLUENCE OF BRAND AWARENESS, PERCEIVED BRAND QUALITY, BRAND
ASSOCIATION AND BRAND LOYALTY TOWARD CUSTOMER PURCHASE
DECISION TO CHOOSE GARUDA INDONESIA AIRLINES
(CASE STUDY: CUSTOMER GARUDA INDONESIA IN JABODETABEK)
ABSTRACT
This research aims to describe the influence of brand awareness, perceived brand
quality, brand association and brand loyalty toward customer purchase decision to choose
Garuda Indonesia Airlines. This research uses the quantitative method that gathered by
distributing the questionnaire directly to the respondents of Garuda Indonesia Airlines that
domicile in Jabodetabek areas. The sampling technique is the purposive sampling taken 60
respondents. The data analysis for the hypothesis test uses the multiple regression analysis
method. The research result shows partial test that the brand awareness has significance
value 0.010, the brand quality has significance value 0.000, the brand association has
significance value is 0.115, and the brand loyalty has significant value 0.014. So that, all
variables have partially significant positive influence to the customer purchase decision
except the variable of brand association. The simultaneous test shows that the brand
awareness, brand quality, brand association and brand loyalty have 0,000 significance value.
Hence, brand awareness, brand quality, brand association and brand loyalty have
simultaneously significance positive influence to the customer purchase decision.
Keyword: Brand awareness, brand quality, brand association, brand loyalty and customer
purchase decision.
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PENGARUH KESADARAN MERK, KESAN KUALITAS MERK, ASOSIASI MERK
DAN LOYALITAS MERK TERHADAP KEPUTUSAN MEMBELI KONSUMEN
UNTUK MEMILIH GARUDA INDONESIA AIRLINES (STUDI KASUS:
KONSUMEN GARUDA INDONESIA DI JABODETABEK)
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran merek, kualitas merek
yang dirasakan, asosiasi merek dan loyalitas merek terhadap keputusan pembelian
konsumen untuk memilih Garuda Indonesia Airlines. Penelitian ini menggunakan metode
kuantitatif yang dikumpulkan dengan menyebarkan kuesioner secara langsung kepada
responden dari Garuda Indonesia Airlines yang berdomisili di daerah Jabodetabek. Teknik
pengambilan sampel adalah purposive sampling yang diambil dari 60 responden. Analisis
data untuk uji hipotesis menggunakan metode analisis regresi berganda. Hasil penelitian
menunjukkan bahwa uji parsial kesadaran merek memiliki nilai signifikansi 0,010, kualitas
merek memiliki nilai signifikansi 0,000, asosiasi merek memiliki nilai signifikansi 0,115,
dan loyalitas merek memiliki nilai yang signifikan 0.014. Sehingga, secara parsial semua
variabel berpengaruh signifikan terhadap keputusan pembelian konsumen kecuali variabel
asosiasi merek. Tes simultan menunjukkan bahwa kesadaran merek, kualitas merek, asosiasi
merek dan loyalitas merek memiliki nilai signifikansi 0,000. Oleh karena itu, kesadaran
merek, kualitas merek, asosiasi merek dan loyalitas merek secara simultan memiliki
berpengaruh signifikan terhadap keputusan pembelian konsumen.
Kata kunci: Kesadaran merek, kualitas merek, asosiasi merek, loyalitas merek dan
keputusan membeli konsumen
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TABLE OF CONTENTS
Title .................................................................................................................... i
Thesis Approval Sheet ..................................................................................... ii
Thesis Exam Approval Sheet…………………………………………………. iii
Comprehensive Exam Approval Sheet .......................................................... iv
Sheet Statement Authenticity Scientific Works ............................................ v
Curriculum Vitae ............................................................................................. vi
Preface ............................................................................................................... vii
Abstract ............................................................................................................. viii
Abstrak .............................................................................................................. ix
Table of Contents ............................................................................................. x
List of Tables .................................................................................................... xiii
List of Figures ................................................................................................... xiv
List of Appendix ............................................................................................... xv
CHAPTER I INTRODUCTION
A. Background .................................................................... 1
B. Problem Formulation ....................................................... 9
C. Research Objectives ......................................................... 9
D. Research Benefits............................................................. 10
CHAPTER II LITERATURE REVIEW
A. Brand
1. Understanding of Brand .............................................. 11
2. History of Brand .......................................................... 14
3. Benefit of Brand .......................................................... 15
B. Brand Awareness
1. Understanding of Brand Awareness ............................ 17
2. Establishment of Brand Awareness ............................. 17
3. Purpose of Brand Awareness ...................................... 20
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C. Brand Perceived Quality
1. Understanding of Brand Perceived Quality ................. 21
2. Dimensions of Brand Perceived Quality ..................... 22
3. Values of Brand Perceived Quality ............................. 23
4. Develop of Brand Quality ........................................... 25
D. Brand Association
1. Understanding of Brand Association .......................... 27
2. Function of Brand Association .................................... 27
3. Reference of Brand Association .................................. 28
E. Brand Loyalty
1. Definition of Brand Loyalty ........................................ 31
2. Function of Brand Loyalty .......................................... 31
3. Depth of Brand Loyalty ............................................... 32
4. Measuring of Brand Loyalty ....................................... 34
F. Purchase Decision
1. Definition of Purchase Decision ................................. 36
G. Previous Research ............................................................. 37
H. Relationship Between Variables ....................................... 41
I. Logical Framework ........................................................... 44
J. Hypothesis ......................................................................... 45
CHAPTER III RESEARCH METHODOLOGY
A. Research Scope .................................................................. 47
B. Sampling Methods ............................................................. 47
C. Data Collections Method ................................................... 48
D. Data Analysis Method
1. Data Quality Test
a. Validity Test ............................................................. 51
b. Reliability Test ......................................................... 52
E. Classic Assumption Test
1. Normality Test ............................................................. 52
2. Multicollinearity Test .................................................. 52
3. Heteroscedasticity Test ................................................ 54
F. Multiple Regression Analysis ........................................... 55
G. Determination Coefficient ................................................. 56
H. Theoretical Hypothesis
1. Simultaneous Significance Test (F test) ...................... 57
2. Individual Parameter Test (t Test) ............................... 57
I. Variable Research Operation ............................................. 58
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CHAPTER IV RESEARCH FINDINGS AND ANALYSIS
A. General Description of Research Object
1. Company Overview ..................................................... 62
2. Respondents’ Characteristics ...................................... 62
B. Instrument Test Result
1. Validity and Reliability Test ....................................... 65
2. Descriptive Statistical Test .......................................... 68
3. Classical Assumption Test
a. Normality Test Result ........................................... 69
b. Multicollinearity Test Result ................................. 70
c. Heteroscedasticity Test Result .............................. 71
4. Hypothesis Test Result
a. Multiple Linear Regression Test Result ................ 72
b. Determination Coefficient Test Result .................. 74
c. t Test Statistical Result .......................................... 75
d. F Test Statistical Result ......................................... 78
5. Analysis
a. Brand Awareness ................................................... 79
b. Brand Loyalty ........................................................ 80
c. Brand Association ................................................. 80
d. Brand Perceive Quality ......................................... 80
CHAPTER V CONCLUSION AND IMPLICATIONS
A. Conclusions ....................................................................... 82
B. Implication ......................................................................... 83
REFERENCES ........................................................................................... 85
APPENDIXES ............................................................................................ 88
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LIST OF TABLES
1.1 Top Brand Airlines ............................................................................................... 5
2.1 Element of Brand ................................................................................................ 12
2.2 Previous Research Table ...................................................................................... 38
3.1 Likert Scale Table ............................................................................................... 50
3.2 Variable Operational Table ................................................................................. 59
4.1 Validity and Responsibility test result ................................................................ 66
4.2 Descriptive Statistical Test ................................................................................. 68
4.3 Multicollinearity test result Table ....................................................................... 70
4.4 Determination Coeffecient Test Result Table ..................................................... 74
4.5 t Test Result Table ............................................................................................... 75
4.6 F Test Result Table .............................................................................................. 78
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LIST OF FIGURES
2.1 Brand Awareness Pyramid ................................................................................ 18
2.2 Value of Brand Awareness ............................................................................... 20
2.3 Diagram Perceive Quality ................................................................................. 24
2.4 Stage of Consumer buying decision process .................................................... 37
2.5 Logical Framework ........................................................................................... 44
4.1 Respondents Gender ......................................................................................... 65
4.2 Respondents Domicile ...................................................................................... 65
4.3 Respondents Frequent Flight ............................................................................ 66
4.4 Respondents Destination ................................................................................... 67
4.5 Normality Probability Plot ............................................................................... 70
4.6 Scaterplot Graph Heteroscedasticity Test ......................................................... 73
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LIST OF APPENDIXES
1. Questionnaire Research ....................................................................................... 91
2. Brand Awareness Tabulation ............................................................................... 96
3. Brand Quality Tabulation .................................................................................... 97
4. Brand Association Tabulation.............................................................................. 99
5. Brand Loyalty Tabulation .................................................................................. 100
6. Customer purchase Decision Tabulation ........................................................... 102
7. Brand Awareness Testing .................................................................................. 104
8. Brand Quality Testing ........................................................................................ 105
9. Brand Association Testing ................................................................................. 106
10. Brand Loyalty Testing ....................................................................................... 107
11. Customer purchase Decision Testing................................................................. 108
12. Multicollinearity Test Result ............................................................................. 109
13. Coefficient Determination, t Test Result ........................................................... 109
14. F test result ......................................................................................................... 109
15. Normal Probability Plot ..................................................................................... 110
16. Heterosdecasticity test result ............................................................................. 111
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CHAPTER I
INTRODUCTION
A. Background
Transportation is something that’s related to the displacement of people or
goods from one place to another destination. Transportation divided into 3 part,
land, sea, and air transportation. Air transportation is a method of transportation
by which passengers, mail, and cargo are conveyed by air. The chief advantage of
this method is the considerable amount of time saved because of the high speed of
the flight. Air transportation began in Europe and America after World War I.
( http://encyclopedia2.thefreedictionary.com/Air+Transport)
Air transportation in Indonesia started in 18 march 1911, nowadays
Indonesia has 6 famous brand airlines, one of the famous brand airline in
Indonesia is Garuda Indonesia airlines. PT. Garuda Indonesia (Persero) Tbk is
one of the state-owned companies that still survive until now. Garuda Indonesia is
the oldest and the first airline in Indonesia, which has been operating since
January 26, 1949 (as Garuda Indonesian Airways).
Along with the development of national and international airlines, not many
airline companies were able to survive under conditions of competition, if not
supported by a strong financial and corporate management professionals. With the
rapid growing industries today makes competitors among companies is getting
tougher in the capture of customers as well as maintaining existing market share.
Good service is an entity that is integrated and can be seen from the customer's
expectations. Companies must be able to develop products that provide
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convenience nature, beneficial and acceptable to the customer. Any way be taken
to win the competition with the creation of the best selling products which
essentially provide the best service to the customer with the ultimate goal of
maintaining the old customers and attract new customers. (Dedy Mulyadi : 2008)
Indonesia’s commercial aviation history began when Indonesian people was in
struggle to defend their independence. The first commercial flight from Calcutta
to Rangoon was made on January 26, 1949, using a DC-3 Dakota aircraft with the
tail number of “RI 001” and the name “Indonesian Airways”. In the same year, on
December 28, 1949, another DC-3 aircraft registered as PK-DPD and painted with
“Garuda Indonesian Airways” logo flew from Jakarta to Yogyakarta to pick up
President Soekarno. This Was the first flight made under the name of Garuda
Indonesian Airways.( https://www.garuda-indonesia.com)
Then, in a year later, in 1950, Garuda Indonesia officially became a state
owned company. During that period, the company operated a fleet of 38 aircrafts
comprising 22 DC-3, 8 Catalina flying boats, and 8 Convair 240. Garuda
Indonesia’s fleet continued to grow, and eventually made its first flight to Mecca
carrying Indonesian hajj pilgrims in 1956. In 1965, the first flight to European
countries strated was made with Amsterdam as the final destination.
Garuda Indonesia fleet and operations underwent large scale revitalization
and restructuring throughout the 1980s. This prompted the Company to develop
comprehensive training programs for its air and ground crews and established a
dedicated training facility in West Jakarta, named the Garuda Indonesia Training
Center. In Addition the Company also built an Aircraft Maintenance Center at
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Soekarno-Hatta International Airport. Then in the early 1990s, Garuda Indonesia
developed a long-term growth strategy which was applied until the year 2000. The
Company also continued to expand its fleet placing Garuda Indonesia among the
30 largest airlines of the world.
Along with initiatives in business development in 2005, a new
management team took office and formulated new plans for the future of the
company. The new management undertook a comprehensive re-evaluation and
overall restructuring with the objective improving operational efficiency, regained
financial stability that involved efforts in debt restructuring, increased awareness
among employees concerning the importance of service to customers and , most
importantly, revived and revitalized the Garuda Indonesia spirit.
( https://www.garuda-indonesia.com)
The successful completion of the company’s debt restructuring program
opened the way for Garuda Indonesia to go public on 11th February 2011. The
company officially became a public company after the initial public offering of
6,335,738,000 shares. The company’s shares were listed on the Indonesia Stock
Exchange on February 11, 2011 with code GIAA. This was one important
milestone after the company completed the transformation on its business through
hard work and dedication of all parties. As of December 2013, the share holding
structure of Garuda Indonesia as the Issue and public company is the Republic of
Indonesia (69.14%), employees (0.4%), domestic investors (24.34%), and
international investors (6,12%).
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To support its operations, Garuda Indonesia established 5 (five)
subsidiaries focusing on products/services that support the parent company’s
business. The subsidiaries were PT Abacus Distribution Systems Indonesia, PT
Areo Travel, PT Garuda Maintenance Facility Aero Asia, PT aero System
Indonesia, and PT Citilink Indonesia. In conducting its operations, the company is
supported by 7,861 employees. ( https://www.garuda-indonesia.com)
Nowadays Garuda Indonesia is Indonesia's airline concept as a full
service airline (airline with full service). Currently, Garuda Indonesia operates 82
fleet to serve 33 domestic routes and 18 international routes, including Asia
(Regional South East Asia, Middle East, China, Japan and South Korea),
Australia and Europe (the Netherlands). As a form of concern for safety, Garuda
Indonesia has been awarded the IATA Operational Safety Audit (IOSA). This
proves that the airline is in compliance with international standards in the field of
safety and security.
To improve service, Garuda Indonesia has launched a new service called
"Garuda Indonesia Experience". This new service offers a concept that reflects the
genuine hospitality of Indonesia in all aspects. To support this service, all new
fleet is equipped with the most cutting-edge interior, which features individual
touch-screen LCD TVs throughout the Business Class and Economy Class. In
addition, passengers are also pampered with Audio and Video on Demand
(AVOD) entertainment system that offers a wide selection of movies or songs, as
voted by each passenger. Various awards had been received by Garuda Indonesia
as proof of superiority. In 2010, Skytrax named Garuda Indonesia as the "Four
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Star Airline" and as "The World's Most Improved Airline Best". Subsequently in
July 2012, Garuda Indonesia received the award for "World's Best Regional
Airline" and "Best Regional Airlines in the World". A consulting agency called
the Centre for Asian airlines Aviation (CAPA), based in Sydney, also gave awards
to Garuda Indonesia as "These are the Most Changing Direction of the Year", in
2010. Meanwhile, Roy Morgan, an independent research institute in Australia, as
well give awards to Garuda Indonesia as the "Best International Airline" in
January, February and July 2012. (www.garuda-indonesia.com, Accessed on
October 2014).
The table below shows the strong dominance of the Garuda Indonesia
flight as the airlines company in Indonesia.
Table 1.1
Top brand airlines 2014
Brand TBI TOP
Garuda Indonesia 39,6% TOP
Lion Air 32,3% TOP
Air Asia 10,8% TOP
Sriwijaya Air 4,0%
Citilink 2,7%
Merpati 2,5%
Source:www.topbrand-award.com
Based on the above table it can be seen that the brand awareness of Garuda
Indonesia has a sizable percentage value compared to its competitors, It can be
concluded that Garuda Indonesia is one of the airlines with a brand that is well
known by consumers. But in 2014 Garuda Indonesia acknowledges a period of
very heavy, so the government-owned airline is losing profit. Until the third
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quarter of 2014, Garuda Indonesia suffered a loss of US $ 204 million
(http://berita.suaramerdeka.com).
After looking at the data above, I choose this topic to lift it into the
problems of my thesis. because I see that the Garuda Indonesia in 2014 suffered
substantial losses, but Garuda Indonesia continues to be the top brand in 2014.
This raises the big question, why Garuda Indonesia continues to be the number 1
even though it had lost. For answer this problem, i decided to use brand equity as
my variable, brand equity divided into 4 variables: brand awareness, perceived
brand quality, brand association, and brand loyalty.
Brand awareness is the ability to recognize or recall that a brand is a part
of a particular product category (Aaker, 1997: 90). In order for a brand can be
remembered by consumers, the company is pursuing a strategy of advertising as a
stimulus to show and introduce the brand with the features and characteristics. To
be able to achieve brand awareness and improved can be reached in the following
ways (Aaker in Durianto et al, 2004: 57):
a. The message must be easy to remember and look different than the
other and there should be a relationship between the brand and the
product category.
b. Wearing a slogan or jingle interesting song to form a consumer to
remember the brand.
c. If the product has a symbol, the symbol should be used may be
associated with the brand (GA with blue giant bird).
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d. The expansion of the brand name can be used in order to brand the
more memorable customers.
e. Brand awareness can be enhanced by using an cues according to
product category, brand, or both.
f. Doing repetitions to improve the recall because, it is difficult to
form memories than shape recognition.
Durianto, 2004: 96 said impression of the quality of the brand can be
defined as the customers' perception of the overall quality or superiority of a
product or service associated with what is expected by the customer. The
dimensions of perceived quality is divided into seven, namely: Performance,
Services, Resilience, Reliability, Product Characteristics, Conformance to
specifications, Results.
In the other side Durianto (2004: 69-70), said there are five functions of
brand associations include:
a. Help process / retrieve information (to help the process of
preparation of the information).
b. Differentiate (differentiate).
An association may provide an important foundation for the efforts
of a brand distinction from other brands.
c. Reason to buy (reason to buy).
Brand association evoke various product attributes or benefits to
the consumer (customer benefits) that can provide the specific
reasons for consumers to purchase and use any other brand.
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d. Create a positive attitude / feelings (creating positive attitudes or
feelings).
Some associations are able to stimulate a positive feeling, which in
turn spread to the brand in question. The association can create a
positive feeling on the basis of their previous experience and the
experience of conversion into something else than others.
e. Basis for extensions (the foundation for expansion).
An association can produce the foundation for an expansion by
creating a sense of conformity (sense of fit) between a brand and a
new product or by presenting a reason to buy the product
expansion.
The last of the core indicators of brand equity is brand loyalty. brand
loyalty is a measure of the customer relationship to a brand. Brand loyalty is a
measure of customer loyalty to a brand, Rangkuti (2002: 60). which is clearly
associated with sales opportunities, which also means loyal customers in
general will continue to purchase these brands even though faced with many
alternative brands of competitors' products that offer superior product
characteristics is viewed from different angles attributes (Durianto, 2004:
126).
Based on the theory and the problems researchers interested in studying
about “The Influence of Brand Awareness, Perceived Brand Quality,
Brand Association, Brand Loyalty toward Customer Purchase Decision to
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choose Garuda Indonesia Airlines (Case study: customer Garuda
Indonesia in Jabodetabek)”.
B. Problem Formulation
Problem Formulation in this research are:
1. Is there any influence of brand awareness toward purchase decision
partially of Garuda Indonesia customer in Jabodetabek.
2. Is there any influence of perceived brand quality toward purchase
decision partially of Garuda Indonesia customer in Jabodetabek.
3. Is there any influence of brand association toward purchase decision
partially of Garuda Indonesia customer in Jabodetabek.
4. Is there any influence of brand loyalty toward purchase decision partially
of Garuda Indonesia customer in Jabodetabek.
5. Is there any influences of brand awareness, perceived brand quality, brand
association, and brand loyalty toward purchase decisions simultaneously
of Garuda Indonesia customer in Jabodetabek.
C. Objectives and Benefits Of Research
1. Research objectives
Purpose of the research are :
a. To analyze the influence of brand awareness, perceived brand quality, brand
association, and brand loyalty partially toward purchase decision of Garuda
Indonesia among customer in Jabodetabek
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b. To analyze the influence of brand awareness, perceived brand quality, brand
association, and brand loyalty simultaneously toward purchase decision of
Garuda Indonesia among customer in Jabodetabek
2. Benefit of the Research
a. For the Company
Benefits for the company is to know about the consumer perception of
brand awareness, perceived brand quality, brand association, brand loyalty
on consumer purchasing decisions. The information is expected the
company to develop its marketing strategy
b. For the Researcher
This study is a chance for authors to apply the theory that can be
currently study in college as well as expand the horizons of the brand
awareness, perceived brand quality, brand association, brand loyalty and the
consumer purchasing decisions.
c. For the Reader
This study is expected to provide a reference for all students and
academics who want to study the problem related to marketing, especially
purchasing decisions. and as a work that can be used as a discourse and
library for students or academics who have an interest examined in the same
field.
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CHAPTER II
LITERATURE REVIEW
A. Brand
1. Understanding of Brand
According to Brand Constitution No. 15, 2001, verse 1, paragraph 1 in
Tjiptono (2005: 2), the brand is "sign in the form of images, names, words,
letters, figures, composition of colors, or a combination of these elements,
having distinguishing features and used in the trading of goods or services ".
According to the American Marketing Association in Kotler and Susanto
(2001: 575), the brand is a name, term, sign, symbol, or design, or a
combination of these things, which is intended to identify the goods or services
of a person or group of sellers and to differentiate from the competition.
According to De Chernatory and seal-Horn (2003) in Tjiptono (2005: 8),
the brand is a "link" between the company's marketing activities and
consumers' perception of functional elements and emotional in their experience
with a particular product and how the product is presented to the them.
According to Keller (2003) in Tjiptono (2005: 19), the brand is a product
that can provide an additional dimension that uniquely distinguishes it from
other products designed to satisfy the same needs.
According Durianto. (2004: 1), the brand is a name, term, sign, symbol
design, or combination thereof that identifies a product or service produced by
the company. The brand is a product or service dimensions enhancer in a
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certain way to differentiate of other products or services that are designed to
satisfy the same needs (Kotler and Keller, 2008: 332).
Based on the above definition it can be concluded that the brand has two
elements, namely brand image consisting of letters or words that can be read,
as well as the brand mark in the form of a symbol, design, or color specific.
The two elements of a brand, in addition to useful to distinguish one product
from competing products is also useful to facilitate the consumers to recognize
and identify the goods or services to be purchased.
A brand has several elements or identities, both tangible and intangible
(see table 2.1). Broadly speaking, these elements can be translated into a brand
name (brand names), the URL (Uniform Resource Locotors), logos, symbols,
characters, spoke (spokes people), slogans, jingles, packaging and signage,
Keller (2003) in Tjiptono (2005: 4).
Table 2.1
Element of brand
No. Element Tangible and
Visual
Element Intangible
1. Symbol and slogan Identities, brand,
corporate,
communication, customer
relation.
2. Name, logo, color,
brand mark and
advertising slogan
3. Name, trade brand Positioning,
communication brand
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No. Element Tangible and
Visual
Element Intangible
4. Functional capabilities,
name, Law protection
Symbolic value, service,
signs of ownership,
shorthand notation
5. Functionality Representaionality
6. Attendance and
Performance
Relevance, Privilege,
bond
7. Unique name, logo,
graphic design and
Physic
8. Physic form Personality, relation,
culture, reflection, self-
image
9. Functional value Social value and personal
Source: Keller (2003).
According to Kotler and Susanto (2000: 575), a brand can have six levels
of understanding:
a. Attributes
Brand reminiscent of certain attributes. Mercedes says
something expensive, well-made, well-designed, durable, high
prestigious, high resale value, fast, and others. Companies can use
one or more of these attributes to advertise their products. For years
Mercedes advertises "designed unlike any car in the world." This
serves as a basis for laying position for projecting other attributes.
b. Benefits
The brand is not just a set of attributes. Customers do not buy
attributes, they buy benefits. Attributes required to be developed into
functional and emotional benefits. Attribute "durable" could be
developed into a functional benefit, "I do not want to buy a new car
every few years". Attribute "expensive" might be developed into
14
functional and emotional benefits, "I'll keep it safe in case of an
accident".
c. Value
The brand also stated value of the manufacturer. Mercedes states
of high performance, security, prestige, and others. Brand marketers
should be able to know which group of car buyers who are looking
for these values.
d. Culture
The brand also represents a particular culture. Mercedes
represents German culture: organized, efficient, and high quality.
e. Personality
brand also reflects a certain personality. If a brand is a person,
animal, or an object, what would have occurred to us? Mercedes
reflects a sensible leader (the lion reigns (animal), or a simple place
(object). Sometimes it reflects the personality of a famous brand.
2. History of Brand
The practice of branding has been going on for centuries. The word
"brand" in English is derived from the word "brand" in Old Norse, meaning "to
burn", referring to the identification of livestock Blackett (2003) in Tjiptono
(2005: 23). At that time, the owner of the farm use "stamp" special to mark his
cattle and distinguish it from other people's livestock. Through this stamp as
consumers become more easily identify the cattle quality offered by a good
reputable breeder. In fact, one definition of a brand that formulates the Oxford
15
Advanced Learner's Dictionary of Current English (2000) is: "a mark made
with a piece of hot metal, especially on farm animals to show WHO owns
them" (mark made by a hot metal, especially on farm animals to show who the
owner). A number of historical evidence reveals that the brand mark identity in
the form (identity marks) have been used since thousands of years ago.
For example, the writings and drawings on the walls of ancient Egyptian
tombs show that the cattle at that time had been given a brand / mark since
2000 BC (BC). In ancient Roman times, the stores put on the image (such as
shoes, beef or meat) to identify their products. Other examples include
identifying marks on ancient Chinese porcelain and ancient Greek and Roman
urns (Tjiptono, 2005: 24).
3. Benefit of brand
Keller (2003) in (Tjiptono, 2005: 20), expressed in terms of brand
manufacturers play an important role as:
a. Means of identification to facilitate the process of handling or tracking
products for the company, especially in the organization of preparation
and accounting records.
b. This form of legal protection against the features or aspects of a unique
product. Brands can get the protection of intellectual property. The brand
name can be protected by trademarks (registered trademarks), the
manufacturer processes can be protected by patents, and packaging can
be protected by copyright (copyrights) and design. Intellectual property
16
rights is to guarantee that the company can invest safely in a developed
brand and reap the benefits of these valuable assets.
c. Signal level of quality for satisfied customers, so that they can easily
select and buy it again at a later time. Such brand loyalty produces
predictability and security of demand for the company and create entry
barriers that make it difficult for other companies to enter the market.
d. Means for creating unique associations and meanings that differentiate
the product from competitors.
e. Source of competitive advantage, particularly through legal protection,
customer loyalty, and a unique image that is formed in the minds of
consumers.
f. Sources of financial returns, especially regarding future revenues.
Keller (2003) in Tjiptono (2005: 20), suggests the principal benefits of the
brand for consumers, namely:
a. Brand that identifies the source of the product.
b. Brand as imposing liability on a particular manufacturer or distributor.
c. Brand as a risk reduction.
d. Brand as a suppressor of search costs internal and external.
e. Brand as a promise or a special bond with the manufacturer.
f. Brand as a symbolic means of projecting the self-image.
g. Brand as a signal of quality
17
B. Brand Awareness
1. Understanding of Brand Awareness
Brand awareness is the ability of a potential buyer to recognize, recall of a
brand as part of a particular product category (Durianto, 2004: 57). Meanwhile,
according to Aaker (1999) in Afandy (2008: 22), Brand awareness is a
consumer acceptance of a brand in the minds of them which is shown by their
ability to recall and recognize the brand into the back of a certain category.
2. Establishment of brand awareness
Part of a product category needs to be emphasized because there is a
strong relationship between the brand product category involved. For example,
the publication of Garuda Indonesia will not help the brand awareness of
Kacang Garuda. Brand awareness requires continum ranging (range
continuum) of feelings of uncertainty that a particular brand has been known
beforehand, so that consumers believe that the product is the only brand within
a product group (Durianto, 2004: 55). Therefore, consumers are likely to buy a
brand that is known, because by buying brands that are well known, they feel
safe, protected from various risks with the assumption that the use of a brand
that is known to be more reliable, (Durianto, 2004: 54).
This continuum can be represented in different levels of brand awareness
that can be described in a following pyramid:
18
Image 2.1
BRAND AWARENESS PYRAMID
Source: Durianto (2004:55).
The role of brand awareness in brand equity will depend on the level of
achievement of awareness in the minds of consumers (Durianto, 2004: 55), the
picture above shows the four levels of brand awareness in a pyramid called
brand awareness. Pyramid brand awareness from the lowest level to the highest
level is as follows:
a. Brand unaware (not aware of the brand) is the lowest level of brand
awareness in the pyramid, where the consumer is not aware of a brand.
b. Brand recognition (branding) is the minimum level of brand awareness,
where the introduction of a brand appear again after the recall through
the aid (aided recall).
(Top of Mind)
(Brand Recall)
(Brand Recognition)
(Brand Unware)
19
c. Brand Recall (recall of the brand) is the recall of the brand without aid
(unaided recall).
d. Top of Mind (top of mind) is the first brands mentioned by consumers
or who first appeared in the minds of consumers. In other words, the
brand is the main brand of different brands that exist in the minds of
consumers.
Brands that in the first call in a recall task without the help of means
have achieved top of mind awareness (top of mind awareness), a special
position. In a very simple sense, a brand is a leader of a variety of brands
that exist in one's mind. Of course, there are other brands that are adjacent to
it.
To be able to achieve brand awareness and improved can be reached in
the following ways (Aaker in Durianto, 2004: 57):
g. The message must be easy to remember and look different than the
other and there should be a relationship between the brand and the
product category.
h. Wearing a slogan or jingle interesting song to form a consumer to
remember the brand.
i. If the product has a symbol, the symbol should be used may be
associated with the brand (GA with blue giant bird).
j. The expansion of the brand name can be used in order to brand the
more memorable customers.
20
k. Brand awareness can be enhanced by using an cues according to
product category, brand, or both.
l. Doing repetitions to improve the recall because, it is difficult to
form memories than shape recognition.
3. The purpose of brand awareness
Brand recognition is the first basic step in the task of communication. The
role of brand awareness in helping the brand can be understood by examining
how brand awareness creates a value (Durianto, 2004: 7). Brand awareness
provide value in four ways, as shown in Figure 2.2.
Image 2.2
Value of brand awareness
Source: Durianto (2004: 7).
Explanation of the four values are as follows:
a. Anchor link a variety of associations: a high brand awareness in the
minds of consumers will help the associations attached to the brand
because, cruising the brand to be very high in the minds of consumers.
Places of link for association
Familiar/liking
Substance/commitment
Consider brand
Brand awareness
21
It can be concluded that if a brand awareness is low, then the
association created by the marketer would be hard attached to the
brand.
b. Familiar or taste like: if a very high awareness of the brand, the
consumer will be very familiar with the brand and eventually there will
be a high liking towards the brand.
c. The substance or commitment: brand awareness can signal the presence,
commitment, and the core is very important for the company. So if a
high awareness of the brand, the brand's presence will always be able to
feel. A brand with high consumer awareness is usually caused by
several factors, namely the widely advertised, the existence of which
has stood the test of time, a wide range of distribution, and the brand is
managed properly.
d. Consider the brand: the first step in the buying process is to select the
brands known in the business of the group to consider and decide which
brand to buy. Brand top of mind with a high value-high consideration.
If a brand is not stored in the memory, the brand will not be considered
in the minds of consumers
C. Brand Perceived Quality
1. Understanding of brand perceived quality
Impression of the quality of the brand can be defined as the customers'
perception of the overall quality or superiority of a product or service
associated with what is expected by the customer (Durianto, 2004: 96).
22
Meanwhile, according to the Rangkuty Aaker (2002: 41), the perception of
quality is the customer's perception of the overall quality or superiority of a
product or service that is equal to the expected mean.
Based on the above definition it can be concluded that the perceived
quality of the brand is the customer's perception of the overall quality or
superiority of a product or service related to customer expectations.
Because perceived quality is the customer's perception of the perceived
quality cannot be determined objectively. Customer perception will involve
what is important to customers because each customer has an interest
(measured relative) different to a product or service. Thus it can be said that
discuss the perceived quality means it will discuss the involvement and
interests of customers.
2 . Dimension of brand perceived quality
According to Garvin in Durianto, (2004: 98), the dimensions of perceived
quality is divided into seven, namely:
a. Performance: The main operations involve a variety of characteristics,
such as the operational characteristics of the car are speed, acceleration,
steering system, as well as comfort. Because of the interest of customers
differ from each other, customers often have different attitudes in
assessing the performance of these attributes.
b. Services: reflects the ability to provide services on these products. For
example, a particular brand of car damage or provide services 24-hour car
service around the world.
23
c. Resilience: reflects the economic life of the product. For example, a
particular brand of car that is positioned himself as a durable car although
it has only 12 years old but still works fine.
d. Reliability: consistency of performance resulting from a purchase of a
product to the next purchase.
e. Product Characteristics: additional parts of the product (feature), such as
remote control of a video, WAP system for mobile phones. This addition
is usually used as an important differentiator when two brands of products
look almost the same. These additional parts emphasized that the company
understands the needs of its customers with the development dynamic.
f. Conformance to specifications: a view of the quality of the manufacturing
process (there is no product defect) in accordance with predetermined
specifications and tested. For example, a car in a particular class with
predetermined specifications such as the type and power of the engine.
g. Results: leads to the perceived quality involving six dimensions
previously. If a company cannot produce the "final results" good product
then chances are the product will not have another important quality
attributes.
3. Values of brand perceived quality
Perceived quality has an important role in building a brand, in the context
of the perceived quality of a brand can be an important reason for the purchase
and which brand would be considered customers which in turn will affect
customers in deciding which brand to buy (Durianto, 2004: 100 to 101).
24
Perception of the overall quality of a product or service can determine the
value of the product or service and directly affects consumer purchasing
decisions Durianto, (2004: 96).
In general, the values of consumer impressions can be described as
follows:
Image 2.3
Diagram of perceived quality
Source: Durianto (2004:101).
Explanation of the picture 2.3 above can be seen as follows:
a. Reasons to buy
Limitations of information, money and time to make a purchase
decision is heavily influenced by one's customers perceived quality of
brand that is in the minds of consumers, so often times the only reason
Reason to buy
Differentiation or position
Optimal price
Interest distribution channels
Perceveid Quality
Brand extension
25
for his purchase decision based on the perceived quality of the brand to
be bought.
b. Differentiation or position
Differentiation is defined as an essential characteristic of the brand, if
the brand or economically valuable also with regard to the perception
of the brand is the best or just competitive against other brands.
c. optimum Price
This advantage gives choices in setting the optimum price can
increase profits or provide resources for reinvestment in the brand.
d. Interests distribution channels
This advantage is due to the increasing interest of distributors can
offer a product that has a perception of high quality with attractive
price and controls the traffic distribution to distribute the brands that
consumers demand.
e. brand extension
Impression of the quality can be exploited by introducing a variety of
brand extension, by using a specific brand to enter into new product
categories.
4. Develop a strong brand quality
According to Aaker, Managing brand equity in Durianto. (2004: 104),
points to consider in building perceived quality are:
26
a. Commitment to quality.
Companies must have a commitment to quality and to maintain the
quality continuously. Efforts, maintaining quality is not just lip
service but is reflected in the action without compromise.
b. Quality culture.
Commitment to quality should be reflected in the corporate culture,
behavioral norms, and values. If a company is faced with the choice
of quality and cost, the quality of which must be won.
c. Information input from customers.
In the end the perceived quality build the customer who defines
quality. Often leaders erred in estimating what is considered
important by customers. For example, a credit card, the manager
estimated that the ease of obtaining credit cards is the most important
to the customer, when the customer safety and assurance of a lost card
is paramount. That's why companies need to continuously research
the customers in order to obtain accurate information and up to date.
d. Clear targets or standards.
Quality goals must be clear and not too common because the targets
are too general quality tends to be of no benefit. Quality should also
have clear standards, it is understood and prioritized. Too many
targets without priority is tantamount to not have a focus target that
would ultimately jeopardize the survival of the company itself.
27
e. Develop employee initiative.
Employees should be encouraged and allowed to take the initiative
and be involved in finding solutions to the problems faced by the
creative and innovative thinking.
D. Brand Association
1. Understanding Trademark Association (brand association)
Reflecting the brand image of a particular impression in relation to habits,
lifestyle, benefits, product attributes, geographical, prices, competitors,
celebrities and others, Aaker (1991) in Durianto. (2004: 4).
According to the Rangkuti Aaker (2002: 43), brand association is anything
related to the memory of a brand.
In general, brand associations (especially those that form its brand image)
into a foothold in the consumer purchase decision and loyalty to the brand
(Durianto, 2004: 69).
2. Functions Trademark Association (brand association)
According Durianto. (2004: 69-70), there are five functions of brand
associations include:
a. Help process / retrieve information (to help the process of
preparation of the information).
b. Differentiate (differentiate).
An association may provide an important foundation for the
efforts of a brand distinction from other brands.
28
c. Reason to buy (reason to buy).
Brand association evoke various product attributes or benefits
to the consumer (customer benefits) that can provide the
specific reasons for consumers to purchase and use any other
brand.
d. Create a positive attitude / feelings (creating positive attitudes
or feelings).
Some associations are able to stimulate a positive feeling,
which in turn spread to the brand in question. The association
can create a positive feeling on the basis of their previous
experience and the experience of conversion into something
else than others.
e. Basis for extensions (the foundation for expansion).
An association can produce the foundation for an expansion by
creating a sense of conformity (sense of fit) between a brand
and a new product or by presenting a reason to buy the product
expansion.
3. Reference Trademark Association
According Durianto. (2004: 70-72), associations related to the brand is
commonly associated with a variety of the following:
a. Product attributes (product attributes).
Associate attributes or characteristics of a product positioning
strategy that is most commonly used. Developing these
29
associations are effective because if the attribute is meaningful, the
association can be directly translated into the purchase of a brand
reasons.
b. Attributes intangibles (intangible attributes).
An intangible factor is a common attribute, such as perceived
quality, technological advances, or the impression that summarizes
a set of attribute values and objectives.
c. Customer's benefits (benefit to the customer).
Because most of the attributes of the products provide benefits to
the customer, then the relationship between them is usually
artifacts. Benefits to customers can be divided into two, namely:
1) Rational benefits (benefits rational). Benefits rational
closely related to the attributes of the products that can be
part of a rational decision making process.
2) Psychological benefits (psychological benefits).
Psychological benefits are often the consequence of an
extreme in the process of attitude formation, associated with
feelings arising when buying or using the brand.
d. Relative price (relative price).
Evaluation of a class in part of brand of this product will begin by
positioning the brand in one or two of the price level.
30
e. Application (use).
This approach is to associate the brand with a specific use or
application.
f. Users / customers (users / customers).
This approach is to associate a brand with a new type of user or
customer of the product proficiency level.
g. Celebrity / person (famous people / audience).
Linking famous person or an artist with a strong brand associations
can transfer that is owned by famous people to the brand.
h. Life style / personality (lifestyle / personality).
Association of a lifestyle brand with an association can be inspired
by the brand customers with a variety of personality and lifestyle
characteristics were almost the same.
i. Product class (class of products).
Associating a brand in its product class.
j. Competitors (competitors).
Knowing competitors and try to match or even surpass
competitors.
k. Country / geographic area (country / geographic region).
A country can be a powerful symbol as long as it has a close
relationship with the products, materials, and capabilities.
31
E. Brand Loyalty
1. Definition of Brand Loyalty
According Durianto. (2004: 126), brand loyalty is a measure of the
customer relationship to a brand. Brand loyalty is a measure of customer
loyalty to a brand, Rangkuti (2002: 60).
Fadli and Inneke (2008: 54) said, brand loyalty is a consumer
attachment to a brand that includes a sense of loyalty and customer
satisfaction with the preferred brand compared to other brands.
This measure is able to give an idea of whether or not a customer may
switch to another brand, especially if the brand proficiency level was found to
changes, both related to price or other attributes.
Brand loyalty is one of the core indicators of brand equity, which is
clearly associated with sales opportunities, which also means loyal customers
in general will continue to purchase these brands even though faced with
many alternative brands of competitors' products that offer superior product
characteristics is viewed from different angles attributes (Durianto, 2004:
126).
2. Functions of Brand Loyalty (brand loyalty)
With proper management and utilization, brand loyalty can be a strategic
asset for the company. According Durianto. (2004: 127), brand loyalty can
provide value to the company in the form of:
32
a. Reduce marketing costs (reduced marketing costs).
Marketing costs to retain customers will be cheaper than the cost of
marketing to get new customers. Thus, marketing costs will be
smaller if the increased brand loyalty.
b. Increasing trade (trade leverage).
Strong loyalty to a brand will result in increased trade and
strengthen the confidence of marketing intermediaries. It is
concluded that these buyers in buying a brand based on their habits
over the years.
c. Attract new customers (attracting new customers).
A feeling of satisfaction and love to a brand will lead to potential
consumers feeling confident to consume the brand and will usually
recommend / promote a brand that he used it to others, so it is
likely to attract new customers.
d. Giving time to respond to the threat of competition (provide time
to respond to competitive threats).
If competitors develop superior products, loyal customers will give
time for the company to respond to a competitor by updating its
products.
3. Depth of Brand Loyalty (brand loyalty)
In relation to a product brand loyalty, found the existence of some degree of
brand loyalty. Each level shows the marketing challenges that must be faced at
33
once the asset can be utilized. The level of brand loyalty in Durianto according
to Aaker et al. (2004: 128-129), are as follows:
a. Sedentary (switcher).
Is the most basic level of loyalty. Consumer purchases more often
move from one brand to another brand which indicates that they are
not loyal, all the brands are considered adequate. In this case the
brand holds a small role in the purchase decision. The most
noticeable characteristic of this type of customer is that they buy a
product because it's cheap and a lot of other consumers who buy
the brand.
b. Buyers who are habits (habitual buyer).
It is the buyer who did not experience dissatisfaction in consuming
a product brand. There is no good reason for him to buy another
brand of product or brand switching, especially if the transition
takes effort, expense, or other sacrifice. So, buyers in the purchase
of a brand for reasons of habit.
c. Buyer is satisfied with the cost of transition (satisfied buyer).
Is a category of buyers who are satisfied with the brand is
consumed. However, the buyer can just move the brand to bear the
costs of transition (switching cost), such as time, cost, or risk
incurred as a result of the actions of the brand transition. To attract
buyers in this category, competitors need to address the transition
34
costs to be borne by the buyer by offering a variety of benefits as
compensation.
d. Buyers who like the brand (likes the brand).
Is a category of buyers who truly love the brand. Sense of
association relating to symbols, the circuit using the mark prior
experience, or the perception of high quality. And they think of
brands as a friend.
e. Comitted buyer
Is the category of loyal buyers. These buyers have a pride in using
a brand. The brand is very important even in terms of both function
and as an expression of who the users. Characteristics that appear
in this category is the act of a buyer to recommend / promote the
brand he uses it to others.
4. Measuring Brand Loyalty
According to Aaker (1997: 63-68), to understand the brand loyalty and its
management more clearly, use considerations in measurement approaches. A
consideration of some of the measurements that remain will provide additional
insight into the scope and nuance, in other words: to provide a practical tool in
using the concept and relate it to profitability. One approach used to consider
the actual behavior. Meanwhile, another approach based on loyalty building
consisting of:
35
a. The costs of transition
Is an analysis of the cost of the transition can give their views on the extent
to which the costs of switching provides a platform for brand loyalty. If a
very expensive or risky for a company or customer to change the supply,
the rate of depreciation of the customer group will be lower.
b. Measuring satisfaction.
Diagnose paramount to every level of brand loyalty is a measure of
satisfaction and dissatisfaction. The most important of loyalty is the
absence of discontentment. If anything, the taste is not satisfied it low
enough so as not enough reason to rush to switch brands.
c. Liking to the brand.
Is a positive influence that could result in barriers for competitors. It would
be much more difficult to compete against a sense of love than to compete
with a product with specific characteristics.
d. Commitment.
Brands of the most powerful, ie which have very high equity, will have a
large number of loyal customers. If there is a huge level of commitment, it
would be relatively easy to detect because the commitment is usually
manifested in various forms. One key indicator is the amount of
interaction and communication that is involved with the product.
36
F. Purchase Decision
a. Definition of Purchase Decision
The main goal for marketers is to serve and satisfy the needs and desires to the
consumer. Therefore, the marketing need to understand how consumers behave in
meet and satisfying the needs and desires. Purchasing decisions arise because of
the objective assessment of emotional. The decision to act was the result of a
series of activities based on the mental and emotional stimulation. The main goal
for marketers is to serve and to satisfy consumer desire. Therefore, marketers need
to understand how where consumers behave in meeting and satisfying the needs
and desires of consumers.
Purchase decision is an act of selection of alternatives that consumers
have, as they were defined by Kotler and Keller (2005:227) defines the consumer
purchase decision as follows: ''Consumer-purchasing decision is the process by
which customers form their choice in a variety of brands belonging to the set of
options".
A buying decision simple or complicated are always influenced by many
factors, both factors that can be controlled company (marketing stimuli and other
stimuli) and the factors that cannot be controlled by the company (cultural,
personal, social, psychology). For this reason, the company should focus its
marketing effort on factors that can be controlled which in essence is how the
consumer to respond to various marketing stimuli are commonly arranged by the
company. According to Kotler and Keller (2007:235) conducted phase consumers
37
through several processes before making a purchase decision. The following
stages describe the process:
Image 2.4
Stage of Consumer Buying Decision Process
Source : Kotler dan Keller (2007: 235).
G. Previous Research
Research on brand awareness, brand image quality, brand association,
brand loyalty, television advertising and purchasing decisions have been
carried out by previous researchers. These studies provide input as well as
many additional contributions for manufacturers to perform any
approaches that consumers are interested in purchasing the product. Table
2.3 shows the results of previous studies regarding the purchase decision
Problem
recognition
Information
research
Evaluation
of
alternatives
Purchase
decision
Post purchase
behavior
38
Table 2.3
Previous Research
No Researcher(year) Title Research
Variable
Research
Methodology Conclusion
1. Fadli and Inneke
Qamariah (2008)
Analisis
pengaruh
faktor-faktor
ekuitas merek
sepeda motor
merek honda
terhadap
keputusan
pembelian
(Studi kasus
pada
Universitas
Sumatera Utara)
1. Brand awareness
(X1).
2. Perceived
quality (X2).
3. Brand
association (X3).
4. Brand loyalty
(X4).
5. Purchase
decision (Y)
Multiple
regression
very significant
influence on purchasing
decisions Honda
motorcycles at the USU
brand loyalty, brand
associations impression
of quality and
significantly influence
the purchasing
decisions of Honda
motorcycles at the
University of North
Sumatra, while the
variable has no
significant effect of
brand awareness to
consumers in making
purchasing decisions of
Honda motorcycles,
while the most
dominant variable
influence on purchase
decisions Honda
motorcycles are brand
loyalty variable.
No Researcher(year) Tite Research
Variable
Research
Methodology
Conclusion
2. Dr. Hsin Kuang
Chi,
Dr. Huery Ren
Yeh,
Ya Ting
Yang,(2009)
The Impact of
Brand
Awareness on
Consumer
Purchase
Intention:
The Mediating
Effect of
Perceived
Quality and
Brand Loyalty
1.Brand awareness
2.Perceived quality
3.Brand loyalty
4.Purchase
intention
Regression
analysis
(a) the relations among
the brand
awareness, perceived
quality and brand
loyalty for purchase
intention are significant
and positive effect,(b)
perceived
quality has a positive
effect on brand loyalty,
(c) perceived quality
will meditate the effects
between brand
39
awareness
and purchase intention,
and (d) brand loyalty
will mediate the effects
between brand
awareness and purchase
intention.
The study suggests that
cellular phone
manufacturers ought to
build a brand and
promote its brand
awareness through
sales promotion,
advertising, and other
marketing activities.
No Researcher(year) Title Research
Variable
Research
Methodology
Conclusion
3. N. Mackay, H.
Spies, C.
Williams, L.R.
Jansen van
Rensburg & D.J.
Petzer (2012)
The influence of
service b rand
equity on the
strength of
brand
relationships in
the fast food
industry
1.brand awareness
2.perceived quality
3.brand
differentiation
4.brand association
5.brand trust
Multiple
regression
It is evident from the
study that fast food
organisations can
improve brand
relationships by
focusing on improving
three dimensions of
service brand equity,
namely brand
awareness, brand
association and brand
trust. This can be
realised when fast food
outlets remind
customers of their
brand and uphold the
quality and value of fast
food products provided,
as well as the provision
of effective action in
response to any
negative customer
experiences
40
No Researcher(year) Title Research
Variable
Research
Methodology Conclusion
4. Hui-Chu Chen
And Robert D.
Green (2008)
Brand equity,
marketing
strategy, and
consumer
income: A
hypermarket
study
1.Brand equity
2.Marketing
strategy
3.Consumer
income
Using
comparative
(ANOVA)
and causal
(multiple
regression)
statistical
analysis
findings are similar for
low and high income
groups and some
differences with middle
income shoppers
No Researcher(year) Title Research
Variable
Research
Methodology Conclusion
5. Bisri Mustofa,
Sutopo (2011)
ANALISIS
PENGARUH
EKUITAS
MEREK
TERHADAP
KEPUTUSAN
PEMBELIAN
SEPEDA
MOTOR
MEREK
YAMAHA
1.Brand awareness
2.Brand loyalty
3.Perceived quality
4.Brand
association
multiple
regression
Hypothesis testing
using t-tests showed
that brand awareness
(X1), perceived
quality (X2), brand
association (X3), and
brand loyalty (X4) have
positivf and significan
effect on buying
decision. Then using
the F test is known that
a well-deserved four
independent variables
to test the dependent
variable. Figures
Adjusted R Square of
0,738indicates that 73,8
percent of purchase
decisions variation can
be explained by the
four independent
variables in the
regression equation.
41
H. Relationship Between Variables Research
1. The relationship between Brand Awareness toward Purchase Decision
Research has been done by Fadli and Qamariah (2008), the results of
hypothesis testing showed that brand awareness variables no significant
effect on consumers in making purchasing decisions Honda motorcycles.
Based on previous studies encourage researchers to reexamine whether
brand awareness variable influence on purchase decisions. Thus, the
proposed hypothesis is as follows:
H1: There is significant relationship between brand awareness by
purchasing decisions.
2. The relationship beetween perceived brand quality toward Purchase
Decision
Research has been done by Fadli and Qamariah (2008), the results of
hypothesis testing showed that the variable impression of perceived brand
quality significantly influence consumers in making purchasing decisions
Honda motorcycles.
Based on previous studies encourage researchers to reexamine
whether the variable impression of quality brand influence on purchase
decisions. Thus, the proposed hypothesis is as follows:
H2: There is a significant correlation between the perceived brand quality
with the purchasing decision.
42
3. The relationship beetween Brand Association toward Purchase Decisions
Research has been done by Fadli and Qamariah (2008), the results
of hypothesis testing showed that the variables significantly influence
brand associations consumers in making purchasing decisions Honda
motorcycles. Based on previous studies encourage researchers to
reexamine whether the variables brand associations influence on
purchase decisions. Thus, the proposed hypothesis is as follows:
H3: There is a significant relationship between brand associations with
purchasing decisions.
4. The relationship between Brand Loyalty toward Purchase Decision
Research has been done by Fadli and Qamariah (2008), the results of
hypothesis testing showed that brand loyalty variables significantly
influence consumers in making purchasing decisions Honda motorcycles.
Based on previous studies encourage researchers to reexamine whether
brand loyalty variable influence on purchase decisions. Thus, the
proposed hypothesis is as follows:
H4: There is a significant relationship between brand loyalty by
purchasing decision.
5. The relationship between Brand Awareness,Perceived Brand Quality,
Brand Association, Brand Loyalty, toward Purchase Decision
Research has been done by Fadli and Qamariah (2008), the results
of hypothesis testing showed that the variables of brand awareness,
43
perceived brand quality, brand association, and brand loyalty influence
on purchase decisions.
Based on previous studies encourage researchers to reexamine
whether the variables of brand awareness, brand image quality, brand
associations, and brand loyalty influence on purchase decisions. Thus,
the proposed hypothesis is as follows:
H5: There is a significant relationship between brand awareness,
perceived brand quality, brand associations, and brand loyalty with
purchasing decisions.
44
I. Theoritical Frameworks
Table 2.4
Theoritical Framework
Customer Garuda Indonesia in jabodetabek
Brand
Loyalty
Brand
Association
Perceived Brand
Quality
Purchase Decision
Validity and Reliability Test
Classical Assumption Test :
1. Normality Test
2. Multicollinearity Test
3. Heterocedasticity Test
Hypothesis Test:
6. T Test
7. F Test
4. Multiple Regression Test:
Conclusion
5. Coefficient of determination
Brand
Awareness
The influence of brand awareness, perceived brand quality,
brand association,brand loyalty toward customer purchase
decision to choose garuda indonesia airlines (case study:
customer garuda indonesia in jabodetabek)”.
45
J. Hypothesis
Based on the formulation of the problem, the purpose of research and
theoretical basis, it can be put forward a hypothesis that still require testing to
prove the truth, which is:
1. Ho : β1 = 0 ; there is no influence of brand awareness on purchase
decisions.
Ha : β1 ≠ 0 ; there is influence of brand awareness on purchase decisions.
2. Ho : β2 = 0 ; there is no influence between perceived brand quality on
purchase decisions.
Ha : β2 ≠ 0 ; there is influence between perceived brand quality on
purchase decisions.
3. Ho : β3 = 0 ; there is no influence between brand association on purchase
decisions.
Ha : β3 ≠ 0 ; there is influence between brand association on purchase
decisions.
4. Ho : β4 = 0 ; there is no influence between brand loyalty on purchase
decisions.
Ha : β4 ≠ 0 ; there is influence between brand loyalty on purchase
decisions.
46
5. Ho : β1,2,3,4 = 0 ; there is no influence of brand awareness, perceived brand
quality, brand associations, and brand loyalty simultaneously on purchase
decisions.
Ha : β1,2,3,4 ≠ 0 ; there is influence of brand awareness, perceived brand
quality, brand associations, and brand loyalty simultaneously on purchase
decisions.
47
CHAPTER III
RESEARCH METODOLOGY
A. Research scope
The scope of this research is the field of marketing that focuses on how
much influence brand awareness (X1), perceived brand quality (X2), brand
association (X3), and brand loyalty (X4) as the independent variable on
purchase decisions (Y). This research conducted in Soekarno-Hatta
International Airport on September 2014 until March 2015.
B. Sampling Method
1. Population
Population is the generalization region consisting of objects or subjects
that have certain qualities and characteristics defined by the researchers to
learn and then drawn conclusions (Sugiyono, 2007: 115) in addition to the
population could also be defined as a sum total that includes all members of
the study (Istijanto, 2009: 113). The population in this study is that consumers
Garuda Indonesia in Jabodetabek
2. Sample
The sample is part of the number and characteristics possessed by
the population. When a large population and researchers may not learn all
that there is in the population, for example, because of limited funds,
manpower, time, the researcher can use the sample drawn from that
population (Sugiyono, 2007: 116). According Istijanto (2009: 113) as a
part of the sample is drawn from the population. As a result, the sample is
48
always a smaller part of the population. The technique of sampling using
the nonprobability sampling technique.
This technique does not use the selection procedure but rather an
opportunity to rely on personal judgment of researchers (Malhotra, 2009:
371). The sampling technique used by the author is the sampling method
(judgment sampling) that samples taken in accordance with the desired
characteristics of the population, yet respondents were concerned, anytime
and anywhere be found, used as elements of the study sample (Hamid,
2007: 32). Sampling was based on the consideration that the respondents
ever buy or use the services of Garuda Indonesia. Samples will be selected
by the author as a source of data required for this study is the consumer
Garuda Indonesia in Soekarno-Hatta International Airport who lived in
Jabodetabek. In this study, sampling adapted to the theory of Roscoe in
Sugiyono (2009: 129-130), that the sample size is appropriate when the
research will perform a multivariate analysis, the number of members of
the sample of at least 10 times the number of variables studied. The
number of variables in the study was 5, so that the number of samples
required by 50 (10 x 5) sample of respondents on Garuda Indonesian
consumers Jabodetabek.
C. Data Collection Method
The information generated by the marketing research is the end
result of processing during the research process. Information is basically
starting from raw materials called the data so it is often also referred to as
49
raw data (Istijanto, 2009: 35). In obtaining the data, the author uses
primary data and secondary data
1. Primary Data
Primary data is data obtained directly from the source. Meanwhile,
according Istijanto (2009: 44) The original primary data collected by
researchers to answer the research question specifically. Primary data in
this study were obtained in full from the respondent through a list of
questions. Primary data collected includes identifying data of respondents,
respondents' opinions about decisions concerning the purchase of brand
awareness, perceived brand quality, brand association, brand loyalty on
Garuda Indonesia.
Primary data collection method used in this research is a method of
distributing a questionnaire on consumer Garuda Indonesia. Respondents
are consumers who never use or purchase services in the Greater Jakarta
Garuda Indonesia. Data collection will be conducted through a
questionnaire submitted to each of the selected respondents. With a
personal questionnaire, researchers can deal directly with the respondent
and can provide the necessary explanations. The data in this study
obtained directly from the questionnaires (questionnaire) by the
respondent. The questionnaire in this study consisted of questions derived
from each study variable indicators.
The questions on the questionnaire prepared by the Likert scale.
Likert scale is a widely used scale that asked the respondent indicates the
50
degree of approval or disapproval of each of a series of statements
mengenaik stimulus object. Generally measurements using five response
categories ranging from "strongly agree" and "strongly disagree"
(Malhotra, 2009: 298). Scale 1-5 to obtain data that is numerical and given
a score or value. For the category of questions with answers strongly
disagree or strongly agree.
Table 3.1
Likert Scale
No Answer Score
1 Strongly Agree 5
2 Agree 4
3 Doubtful 3
4 Disagree 2
5 Strongly Disagree 1
Source: Maholtra, 2009
Figures 1 (one) shows that the respondents giving negative
responses (strongly disagree) to the questions posed, while the number 5
(five) showed positive responses (strongly agree).
2. Secondary Data
According Istijanto (2009: 38) secondary data (secondary data)
means both or not directly from the source instead of the other party.
Secondary data is a type that is not cultivated itself was collected by
51
researchers. This data can be obtained from the literature, previous
research journals, magazines, and data necessary documents in this study.
D. Data Analysis Method
1. Data Quality Test
This stage is the stage that is very important and decisive. At this
stage the data is processed such that it successfully concluded the truth that
can be used to address issues raised in the study. Data analysis methods
used in this study using multiple linear regression analysis.
a. Validity Test
Validity is the level of research instruments to express the data
in accordance with the matter to be disclosed. In other words, the
validity indicates the extent to which a measuring instrument that can
be used to measure what should be measured. Validity test is used to
determine the feasibility of the items in a list of questions to define a
variable. The list of questions generally support a group of specific
variables. A questionnaire as valid if there are similarities between the
data collected by the data actually happened on the object under study.
(Sugiyono, 2004: 172).
In determining whether or not an item that will be used,
usually to test the significance of the correlation coefficient in the
minimum limit of correlation of 0.30, meaning that an item is
considered valid if the total score is greater than 0.30 (Duwi
Priyatno, 2010: 90).
52
b. Relialibility Test
Reliability test is a measure of the stability and consistency of
the respondents in answering the issues related to the constructs
question is a variable dimension and are arranged in the form of a
questionnaire. Said to be reliable or reliable instrument if someone
answers to questions are consistent or stable from time to time.
Reliability test is used to measure the variables used that are
completely free of errors so as to produce a constant result though was
tested several times. Reliability calculations performed using Cronbach
Alpha statistical test. A construct or variable said to be reliable if the
Cronbach Alpha value> 0.60 (Nunnally in Ghozali, 2005)
E. Classical Assumption Test
1. Normality Test
Normality test aims to test whether the regression model, or residual
confounding variable has a normal distribution (Ghozali, 2005: 110).
Good data and fit for use in research is one that has a normal distribution.
Normality of data can be viewed in several ways, including by looking at
the normal curve p-plot. A variable is said to be normal if the distribution
of the image data points are spread around the diagonal line, and the
spread of the data points in the direction to follow a diagonal line.
2. Multicollinearity Test
According Ghozali (2005: 91), multicollinearity test aims to test
whether in the regression model found a correlation between the
53
independent variables (independent). Good regression model should not
happen correlation between independent variables. If the independent
variables are correlated, then these variables are not orthogonal.
Orthogonal variable is the independent variable that the correlation
between the members of the independent variables equal to zero. To detect
the presence or absence of multicollinearity in the regression model are as
follows:
a. R2 value generated by an empirical regression model estimation is
very high, but individually many independent variables are not
significantly affect the dependent variable.
b. Analyzing the correlation matrix of independent variables. If there is a
correlation between variables were quite high (generally above 0.90),
then this is an indication of the presence of multicollinearity. Not a
high correlation between the independent variable does not mean free
of multicollinearity. Multicollinearity may be due to the effect of the
combination of two or more independent variables.
c. Multicolinearity can also be seen from (1) the value of tolerance and
his opponent (2) variance inflation factor (VIF). Both of these
measurements indicate each independent variable Which is explained
by the other independent variables. In simple terms each independent
variable becomes dependent variable (dependent) and diregres against
other independent variables. Tolerance measures the variability of
independent variables selected when described by other independent
54
variables. So a low tolerance value equal to the value of VIF high
(because VIF = 1 / tolerance). Cut-off value which is commonly used
to indicate the presence of multicollinearity is a tolerance value <0.10
or equal to the value of VIF> 10. Each investigator should determine
the level of collinearity that can be tolerated. For example, the value of
tolerance = 0:10 collinearity level equal to 0.95. Although
multicollinearity can be detected with the value of tolerance and VIF,
but we still do not know where the independent variables are the
mutually correlated.
3. Heteroscedasticity Test
According Ghozali (2005: 105), heteroscedasticity test aims to test
whether in the regression model occurs inequality variance of residuals of
the observations to other observations. If the variance of the residuals of
the observations to other observations remain, it is called and if different
homokedastisitas called heterocedastity. Good regression model is that
homokedastisitas or not happen heterocedastity. Most data crossection
containing heterocedastisity situation because this data to collect data that
represent various sizes (small, medium, large).
One way to detect the presence or absence of heteroscedasticity is
by looking at the graph plots the predicted value of the dependent variable
(dependent) is ZPRED with residual SRESID. Detection of the presence or
absence heterocedastisity can be done by looking whether there is a
specific pattern on the scatterplot graph between SRESID and ZPRED
55
where Y is the Y axis that has been predicted, and the X axis is the
residual (prediction Y - Y in fact) who has in-studentized. With the
analysis if there is a specific pattern, such as the existing dots forming a
pattern of regular (wavy, widened and then narrowed), it indicates there
has been a heterocedastisity and if there is no clear pattern, as well as
points spread above and below the 0 on the Y axis, it does not happen
heterocedastity.
F. Multiple Regression Analysis
Multiple regression analysis is a tool to predict the value of the effect of
two or more independent variables on the dependent variable. Which aims to
prove the existence of a functional relationship or a causal relationship
between two or more independent variables (Nugroho, 2005: 43).
Multiple linear regression formula:
(Bhuono Agung Nugroho, 2005: 43).
Where:
Y = Purchase Decision
a = Constant ( Y if X = 0 )
b 1 = Coefficient Regression brand awareness
X1 = Brand Awareness
b2 = Coefficient Regression perceived brand quality
X2 = Perceived Brand Quality
b3 = Coefficient Regression brand association
Y = a + b1x1 + b2x2 + b3x3 + b4x4+ e
e
56
X3 = Brand Association
b4 = Coefficient Regression brand loyalty
X4 = Brand loyalty
e = Standard Error
G. Coefficient of Determination Test (R2)
The coefficient of determination (R2) aims to find out how much the
ability of independent variables explaining the dependent variable. The
fundamental flaw in the use of the coefficient of determination is the number
of independent variables was entered into the model. Every additional one
independent variable, then surely increase R2 does not matter whether these
variables significantly influence the dependent variable. Therefore, many
researchers recommend using Adjusted R2 values upon which to evaluate the
best regression model. Unlike the value of R2, adjusted R2 value can go up or
down when the independent variable is added to the model (Ghozali, 2005:
83).
In fact adjusted R2 value can be negative, although the desired must be
positive. According to Gujarati in (Ghozali, 2005: 83), if the obtained
empirical test indigo negative adjusted R2, then the value is considered to be
zero.
According Nachrowi and Usman (2006: 108), said that to see the influence of
the independent variable on the dependent variable, one of the indicators that
can be used is the value of beta (Standardized Coefficient) contained in the
57
table 'coefficient', this figure may indicate the influence of variables
independent of the dependent variable.
H. Theoretical Hypotheses
1. T test (Partial Test)
T statistical test indicates how far the influence of the independent
explanatory variables individually or in explaining variations in the
dependent variable and is used to determine whether or not the effect of
each independent variable on the dependent variable individually tested at
the 0.05 level (Ghozali, 2005: 84-85).
According Duwi Priyatno (2010: 69), the basic decision-making is as
follows:
a) Ho : β = 0
If the probability value is greater than 0.05, then H0 is accepted or Ha
is rejected, this means stating that the independent variable or free
individual has no effect on the dependent variable or bound.
b) Ha : β ≠ 0
If the probability value less than 0.05, then H0 is rejected or Ha is
accepted, this means stating that the independent variable or free
individual influence on the dependent variable or bound.
2. F test (Simultaneously Test)
F statistical test shows whether all the independent variables or free
inclusion in the model have jointly influence on the dependent variable or
bound. F statistical test used to determine the effect of all independent
58
variables included in the regression model together on the dependent
variable is tested at a significant level of 0.05 (Ghozali, 2005: 84).
According Duwi Priyatno (2010: 67), the basic decision-making is as
follows:
a) Ho : β1,2,3,4,5 = 0
If the probability value is greater than 0.05, then H0 is accepted or Ha
is rejected, this means that states that all independent variables or free
no effect together on the dependent variable or bound.
b) Ha : β1,2,3,4,5 ≠ 0
If the probability value less than 0.05, then H0 is rejected or Ha is
accepted, this means that states that all independent variables or free
have jointly influence on the dependent variable or bound.
I. Variable Operational Research
Research variable is something that any form specified by the
researchers to be studied in order to obtain information about it, then drawn
the conclusion (Sugiyono, 2007: 59).
The variables in this study are:
1. The independent variable (the independent variable) is a variable that affects or
is the cause of the change or the emergence of the dependent variable (the
dependent variable) (Sugiyono, 2007: 59). In this study, the independent
variable is the brand awareness (X1), perceived brand quality (X2), brand
association (X3), brand loyalty (X4).
59
2. The dependent variable (the dependent variable) is a variable that is affected or
which become due, because of the independent variables (Sugiyono, 2007: 59).
In this study, the dependent variable is the purchase decision (Y).
Table 3.2
Operational Variable
Variable Sub Variable Indicator Scale
Brand Awareness
(X1)
Aaker in
Durianto dkk,
(2004:57).
1. Top of Mind
2. Brand Recall
3. Brand
Recognition
4. Brand Unware
1. The brand still exist in
the mind of consumers
2. Recall of brand without
the aid or unaided recall
3. The introduction of a
brand appears after the
recall through the aid
4. Consumers are not
aware of a brand
Ordinal
Perceived Brand
Quality
(X2)
David A. Garvin
in Durianto dkk,
(2004:98).
1. Performance.
2. Service.
3. Reliability.
4. Product
Characteristics.
5. Conformance to
Specification.
1. Main operational
characteristic.
2. Ability to provide
services on these
product.
3. Consistency of
performance produced
by the product.
4. Additional parts of
product (feature).
5. A view of the quality of
the manufacturing
process with
predetermined
specifications.
Ordinal
60
Brand
Association
(X3)
Durianto dkk,
(2004:70-72).
1. Customer
benefits.
2. Relative price.
3. User/customer.
4. Life style.
5. Product class.
6. Competitors.
7. Geographic
area.
1. The product provide
rational and
psychological benefit to
customer
2. The product has its
price level
3. Type of user or
customer of the product
proficiency level
4. Lifestyle brand with an
association can be
inspired by a variety of
personality and lifestyle
characteristics
5. Associating a brand in
its product class
6. Knowing competitors
and try to match or
even surpass
competitors
7. A country can be a
powerful symbol as
long as it has a close
relationship with the
products
Ordinal
Brand Loyalty
(X4)
Aaker (1997: 63-
68)
1. Switcher
2. Habitual buyer
3. Satisfied buyer
4. Liking the
brand
5. Committed
buyer
1. Buyer not moving from
one brand to another
brand
2. Buyer in the purchase
of a brand for a reason
of habit
3. Buyer who are satisfied
with the brand
consumed
4. Category of buyers who
really love the brand
5. Buyer will always loyal
to the brand, have a
pride in using a brand
Ordinal
Continued on the next page
61
Table 3.2 (Continued)
Operational Variable
Variable Sub Variable Indicator Scale
Purchase Decision
(Y)
Kotler dan Keller
(2007: 235-243).
1. Need
Recognition.
Process of need to
product.
Ordinal
2. Information
Research.
Searching
information from
family, friend,
organization.
Ordinal
3. Evaluation
Alternatives
Confidences and
attitudes.
Ordinal
4. Purchase
Decision
1.Brand selection.
2.Purchasse the most
preferred brand.
Ordinal
5. Post Purchase
Behavior.
Experiencing
satisfaction.
Ordinal
Source: Adapted from various references
62
CHAPTER IV
RESEARCH FINDINGS AND ANALYSIS
A. General Description of Research Object
1. Company Overview
PT Garuda Indonesia (Persero) Tbk is an Indonesian goverment’s
company that primarily engaged in commercial airline business. Its business is
classified into three segments: flight operation, aircraft maintenance services
and other operations. It operates a full-service of flight operation under the
brand name of Garuda Indonesia while its subsidiary, PT Citilink Indonesia
operates a low-cost airlines carrier under the brand name Citilink.
PT. Garuda Indonesia’s Vision, “becomes a reliable airlines company by
offering quality services to the people of the world using the hospitality of
Indonesia”.
In order to reach the vision, the company has the mission, “As the
airlines company that carrying the flag of Indonesia which is promoting
Indonesia to the world to support the development of the national economy by
providing professional service.”
2. Respondents’ characteristics
Data used in this research is primary data that achieved by spreading
the questionnaire by the amount of 60 questionnaires on the customer of PT
Garuda Indonesia airline in Jabodetabek areas. In order to get high quality
63
data, the researcher distributed the questionnaires directly to the respondents.
The period of questionnaire completion had been scheduled on September
2014 until March 2015.
Figure 4.1
Respondent’s Gender
Source: Data Processed, 2015
In figure 4.1 it can be seen that the respondents in this research 55% are
male and remaining 45% are female.
Figure 4.2
Respondent’s Domicile
Source: Proceed Data, 2015
55%
45%
Gender
Male Female
32%
18% 15% 10%
25%
Domicile
Jakarta Bogor Depok Tangerang Bekasi
64
In figure 4.2 it can be seen that 32% of the respondents came from
Jakarta, 18% of the respondents came from Bogor, 15% of the respondents are
domicile in Depok, 10% of the respondents from Tangerang and 25% of total
respondents are Bekasi citizen.
Figure 4.3
Respondent’s Frequent Flight
Source: Proceed Data, 2015
Figure 4.3 shown the frequency of respondent activity to take a flight.
And according to data collected, 8% of respondents are taking a flight one a
month, 30% of respondents are flight in 2 until 5 month, 42% of respondent
flight to somewhere in duration between 6 up to 12 months, and remaining
20% of respondents are taking a flight in the first time.
8%
30%
42%
20%
Frequent
One a Month 2-5 Month 6-12 Month First Time
65
Figure 4.4
Respondent’s Destination
Source: Proceed Data, 2015
According to Figure 4.4 the departure of customer Garuda Indonesia
airlines 60% of total respondent are going to some place in the same nation,
while the rest of 40% respondent will go to some place in the others nation.
B. Instrument Test result
1. Validity and Reliability Test Result
To obtain primary data researchers distributing questionnaires to
the respondents would or ever used the services of Garuda Indonesia
Airline that are considered to be representative of the whole people or
customers ever use the services of Garuda Indonesia Airline.
Before questionnaires distributed to 60 respondents, researcher
done try out by gave to 20 respondents by giving 30 item statements is
divided into five main variables, that are: brand awareness, perceived
brand quality, brand association, brand loyalty, and the customer purchase
decision for valid and reliable test of the entire statement.
60%
40%
Departure
Domestic International
66
Table 4.1
Validity and Reliability Test Result
Statements
Corrected
Item-Total
Correlation
Conclusion
Cronbach’s
Alpha if
Item
Deleted
Conclusion
Brand Awareness (X1)
X1-1 0,832 Valid 0,838 Reliable
X1-2 0,590 Valid 0,879 Reliable
X1-3 0,722 Valid 0,871 Reliable
X1-4 0,822 Valid 0,842 Reliable
X1-5 0,784 Valid 0,849 Reliable
X1-6 0,581 Valid 0,888 Reliable
Perceived Brand Quality (X2)
X2-7 0,767 Valid 0,824 Reliable
X2-8 0,796 Valid 0,819 Reliable
X2-9 0,549 Valid 0,868 Reliable
X2-10 0,762 Valid 0,825 Reliable
X2-11 0,747 Valid 0,843 Reliable
Statements
Corrected
Item-Total
Conclusion
Cronbach’s
Alpha if
Item
Conclusion
67
Correlation Deleted
X2-12 0,501 Valid 0,868 Reliable
Brand Association (X3)
X3-13 0,476 Valid 0,881 Reliable
X3-14 0,813 Valid 0,840 Reliable
X3-15 0,773 Valid 0,844 Reliable
X3-16 0,379 Valid 0,887 Reliable
X3-17 0,914 Valid 0,823 Reliable
X3-18 0,593 Valid 0,866 Reliable
X3-19 0,767 Valid 0,846 Reliable
Brand Loyalty (X4)
X4-20 0,647 Valid 0,734 Reliable
X4-21 0,662 Valid 0,730 Reliable
X4-22 0,314 Valid 0,849 Reliable
X4-23 0,638 Valid 0,742 Reliable
Statements
Corrected
Item-Total
Correlation
Conclusion
Cronbach’s
Alpha if
Item
Deleted
Conclusion
X4-24 0,730 Valid 0,720 Reliable
Brand Loyalty (Y)
Y-25 0,419 Valid 0,818 Reliable
68
Y-26 0,764 Valid 0,747 Reliable
Y-27 0,468 Valid 0,810 Reliable
Y-28 0,570 Valid 0,812 Reliable
Y-29 0,650 Valid 0,773 Reliable
Y-30 0,722 Valid 0,758 Reliable
Source: Processed Data, 2015
The results showed that of the 30 items of the statement
given to 20 try out respondents have rated Corrected Item-Total
Correlation is greater than the value of 0.30, which means all items
declared are valid (Duwi Priyatno 2010: 90). Then from the try out
of the data showed that all items Cronbach'sAlpha statement if
Item Deleted values greater than 0.60, which means all items
declared as reliable (Imam Ghozali 2005: 41)
2. Descriptive Statistical Test
The research instrument can be assessed from the result of
descriptive statistical test, the result can be seen in table 4.2:
Table 4.2
Descriptive Statistical Test
N Min Max Mean/Average Std.
Deviation
BWNS 60 22 28 24.67 1.75
BQ 60 20 28 24.1 2.12
BSO 60 25 32 28.47 2.08
BL 60 14 25 20.47 2.58
CPD 60 22 29 26.03 1.86
Source: Processed Data, 2015
69
Table 4.2 shows the minimum value, maximum value, average
value (mean), and standard deviation value of each variable. The standard
deviation value of all variables is less than the average value, it means that
the standard error in this instrument is low. The low standard error
indicates that the determination of variables in this research is good to be
used and to be processed further.
3. Classical Assumption Test
a) Normality Test Result
Normality test to the data is to assess whether the data population
normally distributed. Good data and fit for use in research is one that has a
normal distribution. Normality of data can be viewed in several ways,
including by looking at the normal curve p-plot.
Figure 4.5
Normal Probability Plot
70
Figure 4.5 shows that the variable is said to be normal because the
distribution of the image data points are spread around the diagonal line,
and the spread of the data points in the direction to follow a diagonal line.
b) Multicollinearity Test Result
Multicollinearity test aims to assess whether in the regression
model is found the existence of correlation between independent variables.
A regression model which there is no multicollinearity is when value scale
correlation between independent variable is the value of VIF (Variance
Inflation Factor) less than 10 and has tolerance value more than 0.1.
Table 4.3
Multicollinearity Test Result
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) 1.535 2.311 .664 .509
BWNS .258 .096 .224 2.687 .010 .691 1.447
BQ .422 .094 .431 4.495 .000 .520 1.924
BSO .155 .097 .156 1.601 .115 .504 1.986
BL .190 .075 .237 2.531 .014 .544 1.838
a. Dependent Variable: CPD
Source: Data processed, 2015
Table 4.3 shows that each variable has a tolerance score is above
0.1 and the Variance Inflation Score (VIF) score is around 1.4 until 1.9. In
which Brand Awareness (BWNS) has tolerance level is 0.691 and the VIF
level is 1.447. The Brand Quality (BQ) has tolerance level is 0.520 and the
71
VIF level is 1.924. The Brand Association (BSO) has tolerance level is
0.504 and the VIF Level is 1.986. The Brand Loyalty (BL) has tolerance
level is 0.544 and the VIF Level is 1.838. The table indicates that the
regression equation is free from multicollinearity problems
c) Heteroscedasticity Test Result
Heterscedsticity test aims to test whether the regression model of
the residual variance inequality occur between an observation to another
observation. The detection of heteroskedasticity can be seen from the
existence of certain pattern in Scatterplot Graph.
Figure 4.6
Scatterplot Graph
Source: Data Processed, 2015
72
Figure 4.6 shows that the dots are spread randomly and do not
form a certain pattern. This means that the heteroscedasticity problem does
not exist, and the regression model is feasible to be used for predicting
customer purchase decision to the brand awareness, brand quality, brand
association and brand loyalty.
4. Hypothesis Test Result
Hypothesis test in this result used multiple regression analysis, such as:
a) Multiple Linear Regression test
Based on the result test on table 4.3, the regression model equation is
created as follow:
Description:
Y : Customer Purchase Decision
X1 : Brand Awareness
X2 : Brand Quality
X3 : Brand Association
X4 : Brand Loyalty
The regression equation above shows that the constant value is 1.535.
This means that the variable of Brand Awareness, Brand Quality, Brand
Association, Brand Loyalty are said to be constant, so the Customer
purchase decision will be constant in the amount of 1.535.
Y= 1.535+ 0.258X1 + 0.422X2 + 0.115X3 + 0.190X4
73
The regression coefficient in the Brand Awareness is 0.258, it means
that if the brand awareness is added into one unit, so the brand awareness
will be increased in amount of 0,258, with the assumption that the other
variables are held constant. The coefficient is positive, it means there is a
positive relationship brand awareness and the customer purchase decision.
The regression coefficient in the brand quality is 0.422, it means that
if brand quality are added into one unit, so the brand quality will be
increased in amount of 0,422, with the assumption that the other variables
are held constant. The coefficient is positive, it means there is a positive
relationship between brand quality and customer purchase decision
The regression coefficient in the brand association is 0.155, this
things means that if the brand association are added into one unit, so the
brand association will be increased in amount of 0,155, with the
assumption that the other variables are held constant. The coefficient is
positive, it means there is a positive relationship between brand
association and customer purchase decision.
The regression coefficient in the brand loyalty is 0.190, this thing
means that if the brand loyalty are added into one unit, so the brand loyalty
will be increased in amount of 0.190, with the assumption that the other
variables are held constant
74
b) Determination Coefficient Test Result
This test aims to measure independent variable ability (Brand
Awareness, Brand Quality, Brand Association and Brand Loyalty) in
describing dependent variable variance (Customer Purchase Decision).
The result of Coefficient of Determination can be seen in adjusted R
square column that shown in the table below:
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .858a .737 .718 1.09443
a. Predictors: (Constant), BL, BWNS, BQ, BSO
b. Dependent Variable: CPD
Source: Data Processed, 2015
Based on table 4.4 Adjusted R Square generated by the
independent variables is 0,718 that means 71,8% dependent variable, the
customer purchase decision described by the independent variables, and
the rest of 28,2% described by the other variables that is not included in
the research such as the promotion, advertising and price.
The value of correlation coefficient (R) in table 4.4 is 0,858 shows
that the relationship between independent and dependent variable is very
strong, because it has a correlation in range of 0.80 to 1.00. The standard
Table 4.4
Coefficient of Determination Test
75
error of the estimate (SEE) is 1.094. The smaller the SEE value, the more
accurate the regression model in predicting the dependent variable.
c) t Test Statistical Result
Statistical of t test aims to show how far the influence of the
explanatory variable or independent as individually in explaining the
variation in the dependent variable.
Table 4.5
The Statistical t test result Coefficients
a
Source: Data Processed, 2015
The t test result can be seen in table 4.16, the analysis of t test results
are:
Ha1 : The Influence of Brand Awareness toward Purchase
Decision.
The result of t test can be seen in table 4.16, the brand
awareness (BWNS) significance level is 0.010. It means Ha1 is
accepted so that the brand awareness has significantly positive
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.535 2.311 .664 .509
BWNS .258 .096 .224 2.687 .010
BQ .422 .094 .431 4.495 .000
BSO .155 .097 .156 1.601 .115
BL .190 .075 .237 2.531 .014
a. Dependent Variable: CPD
76
influence to the customer purchase decision, because the
significance level is below 0,05.
The hypothesis test result is doesn’t appropriate with
the research has been done by Fadli and Qamariah (2008), the
results of hypothesis testing showed that brand awareness
variables no significant effect on consumers in making
purchasing decisions Honda motorcycles. While in this
hypothesis test research conclude the brand awareness
significantly positive influence to the customer purchase
decision to choose Garuda Indonesia Airline.
Ha2 : The Influence of Perceived Brand Quality toward Purchase
Decision.
The result of t test can be seen in table 4.16, the perceived
brand quality (BQ) significance level is 0.000. It means Ha2 is
accepted so that the perceived brand quality has significantly
positive influence the customer purchase decision, because the
significance level is below 0,05.
The hypothesis test result is appropriate with the Research
has been done by Chi et al. (2009), the results of hypothesis
testing showed that the variable impression of perceived brand
quality significantly influence consumers in making purchasing
decisions Honda motorcycles. While in this hypothesis test
research conclude the perceived brand quality significantly
77
positive influence to the customer purchase decision to choose
Garuda Indonesia Airline
Ha3 : The Influence of Brand Association toward Purchase
Decisions.
The result of t test can be seen in table 4.16, the Brand
Association (BSO) significance level is 0.115. It means Ha3 is
rejected so that the brand association doesn’t influence the
customer purchase decision, because the significance level is
above 0.05 .
The hypothesis test result is doesn’t appropriate with the
research has been done by Fadli and Qamariah (2008), the
results of hypothesis testing showed that the variables
significantly influence brand associations consumers in making
purchasing decisions Honda motorcycles. While in this
hypothesis test research conclude the brand association doesn’t
influence to the customer purchase decision to choose Garuda
Indonesia Airline
Ha4 : The Influence of Brand Loyalty toward Purchase Decision.
The result of t test can be seen in table 4.16, the Brand
Loyalty (BL) significance level is 0.014. It means Ha4 is accepted
so that the brand loyalty has significantly influence to the customer
purchase decision, because the significance level is below 0,05.
78
The hypothesis test result is appropriate with the Research
has been done by Hsin Kuang Chi (2009), the results of hypothesis
testing showed that the variable brand loyalty significantly
influence consumers in making purchasing decisions Honda
motorcycles. While in this hypothesis test research conclude the
brand loyalty significantly positive influence to the customer
purchase decision to choose Garuda Indonesia Airline.
d) F test Statistical result
The result of F test statistical test can be seen in table 4.6, if
the probability value is less than 0,05 so Ha is accepted and H0 is
rejected, and if the probability value is more than 0,05 so H0 is
accepted and Ha is rejected.
Table 4.6
F Test Statistical Result
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 184.306 4 46.077 38.469 .000b
Residual 65.877 55 1.198
Total 250.183 59
a. Dependent Variable: CPD
b. Predictors: (Constant), BL, BWNS, BQ, BSO
Source: Data processed, 2015
Ha5 : The Influence of Brand Awareness, Perceived Brand Quality,
Brand Association, Brand Loyalty, toward Purchase Decision
The hypothesis 5 can be seen in table 4.6 the F value is
38,46 with the significance level 0,000. It means that Ha5 is
79
accepted, so it can be said that the brand awareness (BWNS),
brand quality (BQ), brand association (BSO), and brand loyalty
(BL) have simultaneously significant influence to the customer
purchase decision.
The hypothesis test result is appropriate with the Research
has been done by Hsin Kuang Chi et.al (2008), the results of
hypothesis testing showed that the brand awareness, brand quality,
brand association, and brand loyalty have simultaneously influence
the purchase intention. While in this hypothesis test research
conclude brand awareness, brand quality, brand association, and
brand loyalty have simultaneously influence to the customer
purchase decision.
5. Analysis
a. Brand Awareness
The hypothesis test result shows that the brand awareness is
significantly influence to the customer purchase decision. It can be
seen in the significant value of t test as amount 0.010. This could be
happen because the customers have accepted of the brand in their
minds which is shown by their ability to recall and recognize the brand
into the back of a certain category. The customers are likely to buy a
brand that is known, because by buying brands that are well known,
they feel safe, protected from various risks with the assumption that
the use of a brand that is known to be more reliable.
80
b. Brand Quality
The hypothesis test result shows that the brand quality is
significantly influence to the customer purchase decision. It can be
seen in the significant value of t test as amount 0.000. This could be
happen because the customer's perception of the overall quality or
superiority of a product or service from Garuda Indonesia is related to
customer expectations. Because the performance, service, reliability,
product characteristics of Garuda Indonesia are involved customer
perception to the product or service.
c. Brand Association
The hypothesis test result shows that the brand association is
doesn’t influence to the customer purchase decision. It can be seen in
the significant value of t test as amount 0.115. This could be happen
because the brand association is commonly because of the product
attribute, intangible attributes, customer benefit, rational benefit,
psychological benefit, relative price, application, brand ambassadors,
life style and personality that all of that things can change rapidly and
cannot be predicted.
d. Brand loyalty
The hypothesis test result shows that the brand loyalty is
significantly influence to the customer purchase decision. It can be
seen in the significant value of t test as amount 0.014. This could be
81
happen because Brand loyalty is one of the core indicators of brand
equity, which is clearly associated with sales opportunities, which also
means loyal customers in general will continue to purchase these
brands even though faced with many alternative brands of competitors'
products that offer superior product characteristics is viewed from
different angles attributes. Through serve the best services and quality
it will make the customer to choose others option which quality and
services not proven yet.
82
CHAPTER V
CONCLUSION AND IMPLICATION
A. Conclusion
This research aims to show the influence of brand awareness, perceived
brand quality, brand association and brand loyalty toward customer purchase
decision to choose Garuda Indonesia Airline. This research comprises the
completed questionnaires of 60 respondents that are customer of Garuda
Indonesia Airline. The research method used is the multiple regression
analysis model that produced the conclusion such as:
1. Based on the result of this research, the brand awareness has
significant influence the customer purchase decision to choose Garuda
Indonesia Airlines.
2. Based on the result of this research, the perceived brand quality has
significant influence the customer purchase decision to choose Garuda
Indonesia Airlines.
3. Based on the result of this research, the brand association doesn’t
influence the customer purchase decision to choose Garuda Indonesia
Airlines.
4. Based on the result of this research, the brand loyalty has significant
influence the customer purchase decision to choose Garuda Indonesia
Airlines.
5. Based on the result of this research, the brand awareness, brand
quality, brand association and brand loyalty has significantly and
83
simultaneously influencing the customer purchase decision to choose
Garuda Indonesia Airlines.
6. The most dominant independent variable that influenced the customer
purchase decision is perceived brand quality.
B. Implication
Based on the research has been done can be seen that the brand
awareness, perceived brand quality, brand association, and brand loyalty
simultaneous influence toward the customer purchase decisions to choose
Garuda Indonesia Airline. Thereby increasing brand awareness, perceived
brand quality that make consumers feel good, the high value of the brand
association and brand loyalty, it will encourage customers in their
purchase decision to choose Garuda Indonesia Airline. This can be
achieved through:
1. Improve the brand awareness of its in a ways; create a more attractive
visual display advertisings, offers other trip packages such as holiday
package, pilgrimage package, trip to the remote place, and create a
mascot that easy to remember by customers.
2. Improve the perceived brand quality of its in a way; improve service at
every airport, give bonuses or discounts to some consumers who meet
the criteria, adding a outlets to order a ticket are within easy reach,
following the latest safety standards and maintain consistency of
quality of the services that have been formed.
84
3. Improve the brand association of its in a way; improve product
attributes by adding an icon that does not exist in order to maintain its
market positioning, adding new innovations in flight choices such as
business packages, family packages or packages of juvenile, and use
the artist as endorser thus establishing an association between the artist
with the brand.
4. Improve the brand loyalty of its in a way; adding new innovations by
providing WiFi, smoking room, a special room to play for customers
bring children, and lactation in every airport lounge in order to provide
convenience for customers.
During this study, researchers get some limitations of the study
include: first; data collection method in this study using a questionnaire, in
which the distribution of the questionnaire is the possibility that the
respondent is not serious in providing answers, therefore the researchers
suggest the next researcher to conduct interviews to the respondent,
second: to determine the purchase decision this study uses only four
variables, while in theory and previous studies there are many variables
known to influence the purchase decision, therefore, the researchers
suggest the next researcher to add or replace some of the independent
variables that influence purchasing decisions among other celebrity
endorser, services, places, and others.
85
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88
APPENDIX
The Research Questionnaires
QUESTIONNAIRES
89
Jakarta, 2015
Kepada Yth.
Bapak/Ibu/Sdr/i Responden
di Tempat
Dengan hormat,
Sehubungan dengan penyelesaian tugas akhir sebagai mahasiswa Program Strata Satu (S1)
Universitas Islam Negeri Syarif Hidayatullah Jakarta, saya:
Nama : Anggana Eko Agusty
NIM : 109081100015
Fakultas/Jurusan : Ekonomi dan Bisnis/Manajemen
bermaksud melakukan penelitian ilmiah untuk penyusunan skripsi dengan judul; “PENGARUH
KESADARAN MEREK, KUALITAS MEREK, ASOSIASI MEREK DAN LOYALITAS
MEREK TERHADAP KEPUTUSAN KONSUMEN MEMILIH GARUDA INDONESIA
AIRLINES”.
Untuk itu, saya sangat mengharapkan kesediaan Bapak/Ibu/Sdr/i untuk menjadi responden
dengan mengisi lembar kuesioner ini secara lengkap. Data yang diperoleh hanya akan digunakan
untuk kepentingan penelitian.
Atas kesediaan Bapak/Ibu/Sdr/i meluangkan waktu untuk mengisi dan menjawab semua
pernyataan dalam penelitian ini, saya sampaikan terima kasih.
Hormat saya,
Peneliti
(Anggana Eko Agusty)
90
Beberapa peraturan dalam mengisi kuesioner, yaitu:
1. Dimohon untuk membaca setiap pernyataan secara hati-hati dan menjawab dengan
lengkap semua pernyataan, karena apabila terdapat salah satu nomor yang tidak diisi
maka kuesioner dianggap tidak berlaku.
2. Tidak ada jawaban yang salah atau benar dalam pilihan anda, yang penting memilih
jawaban yang sesuai dengan pendapat anda
3. Pilihan dapat dilakukan dengan memberikan tanda centang () pada kolom angka STS,
TS, N, S atau SS.
4. STS = Sangat Tidak Setuju
TS = Tidak Setuju
N = Netral
S = Setuju
SS = Sangat Setuju
Karakteristik Responden
1. Jenis Kelamin : Laki-laki Perempuan
2. Domisili : Jakarta Tangerang
Bogor Bekasi
Depok
3. Frekuensi Penerbangan : 1 Bulan Sekali 2-5 Bulan Sekali
6-12 Bulan Sekali Pertama Kali
4.Tujuan Keberangkatan : Domestik
Internasional
91
Pernyataan Tentang Kesadaran Merek
No Pernyataan STS TS N S SS
1. Garuda Indonesia merek yang pertama muncul
dibenak responden untuk kategori airlines
2. Saya dapat mengingat Garuda Indonesia
dengan baik
3. Saya dapat mengenali Garuda Indonesia
setelah melihat ciri-ciri produk tersebut
4. Slogan Garuda Indonesia “ The airlines of
Indonesia” mudah diingat
5. Simbol “burung garuda biru” membuat anda
kenal dengan merek Garuda Indonesia
6. Saya mengetahui maskapai penerbangan
Garuda Indonesia
Pernyataan Tentang Kesan Kualitas Merek
No Pernyataan STS TS N S SS
1. Saya merasa nyaman saat menggunakan jasa
penerbangan Garuda Indonesia
2. Jadwal penerbangan Garuda Indonesia tepat
waktu
3. Saya bisa memesan tiket penerbangan Garuda
Indonesia kapan saja dan dimana saja
4. Garuda Indonesia selalu memberikan
pelayanan yang memuaskan
5. Garuda Indonesia menyediakan lcd tv di setiap
armada nya
6. Pelayanan yang ditawarkan Garuda Indonesia
sesuai dengan pelayanan yang diberikan
Pernyataan Tentang Asosiasi Merek
No Pernyataan STS TS N S SS
1. Saya merasa aman ketika menggunakan jasa
penerbangan Garuda Indonesia
2. Garuda menawarkan pilihan kelas
penerbangan dengan harga yang sesuai
3. Garuda Indonesia merupakan penerbangan
92
bagi para Profesional
4. Garuda Indonesia merupakan penerbangan
bagi penumpang yang disiplin
5. Garuda Indonesia memiliki pilihan kelas
penerbangan
(firstclass,businessclass,economyclass)
6. Jasa penerbangan Garuda Indonesia lebih
unggul dibandingkan dengan jasa penerbangan
lain
7. Garuda Indonesia adalah maskapai
penerbangan dari Indonesia
Pernyataan Tentang Loyalitas Merek
No Pernyataan STS TS N S SS
1. Saya tidak suka berganti-ganti merek
2. Saya menggunakan jasa penerbangan Garuda
Indonesia karena kebiasaan
3. Saya puas menggunakan jasa penerbangan
Garuda Indonesia
4. Saya menyukai merek Garuda Indonesia
5. Saya selalu setia menggunakan jasa
penerbangan Garuda Indonesia
Pernyataan Tentang Keputusan Memilih Garuda Indonesia Airlines
No Pernyataan STS TS N S SS
1. Garuda Indonesia merupakan kebutuhan
transportasi penerbangan bagi saya
2. Informasi tentang Garuda Indonesia saya
ketahui dari keluarga, teman, dan organisasi
3. Saya meyakini Garuda Indonesia lebih aman
dan nyaman dibandingkan maskapai lain
4. Saya memilih Garuda Indonesia dibandingkan
maskapai lain
5. Garuda Indonesia merupakan maskapai
penerbangan yang paling saya sukai
6. Saya merasa puas setelah menggujnakan jasa
penerbangan Garuda Indonesia
93
1. Tabulation of Brand Awareness
RESP BWNS1 BWNS2 BWNS3 BWNS4 BWNS5 BWNS6 TOTAL
1 5 4 4 5 5 4 27
2 4 4 4 3 4 3 22
3 4 4 4 4 4 4 24
4 4 4 5 5 5 5 28
5 2 4 4 4 4 3 21
6 4 4 4 4 3 4 23
7 4 4 4 4 4 4 24
8 3 4 4 4 4 4 23
9 5 4 4 4 4 5 26
10 4 4 5 4 4 4 25
11 4 4 4 3 3 4 22
12 5 5 5 4 5 4 28
13 4 4 4 4 4 4 24
14 4 4 4 4 4 4 24
15 4 4 4 4 4 4 24
16 4 4 4 4 4 3 23
17 4 4 5 4 4 5 26
18 4 4 4 4 4 4 24
19 4 4 4 4 4 5 25
20 5 4 4 5 4 5 27
21 5 4 4 4 4 5 26
22 3 4 4 3 4 4 22
23 4 4 4 4 4 4 24
24 5 4 5 4 5 4 27
25 4 4 4 4 4 4 24
26 4 4 4 4 5 4 25
27 4 4 5 4 4 4 25
28 4 4 4 4 4 5 25
29 4 4 5 4 5 5 27
30 4 4 4 4 4 4 24
31 5 4 5 4 4 5 27
32 4 4 4 3 4 3 22
33 4 4 4 4 4 4 24
34 4 5 5 5 5 4 28
35 3 4 4 4 4 3 22
36 4 4 4 4 3 4 23
37 4 4 4 4 4 4 24
38 3 4 4 4 4 4 23
39 5 4 4 4 4 5 26
94
40 4 4 5 4 4 4 25
41 4 4 4 3 3 4 22
42 5 5 5 4 5 4 28
43 4 4 4 4 4 4 24
44 4 4 4 4 4 4 24
45 4 4 4 4 4 4 24
46 4 4 4 4 4 3 23
47 4 4 4 5 4 5 26
48 4 4 4 4 4 4 24
49 4 4 4 4 4 5 25
50 5 4 5 4 4 5 27
51 5 4 4 4 4 5 26
52 3 4 4 3 4 4 22
53 4 4 4 4 4 4 24
54 4 5 5 4 5 4 27
55 4 4 4 4 4 4 24
56 4 4 4 4 5 4 25
57 4 4 5 4 4 4 25
58 4 4 4 4 4 5 25
59 4 5 4 4 5 5 27
60 4 4 4 4 4 4 24
2. Tabulation of Brand Quality
RESP BQ1 BQ2 BQ3 BQ4 BQ5 BQ6 TOTAL
1 5 4 4 4 4 5 26
2 4 4 4 3 4 4 23
3 5 5 4 4 4 4 26
4 4 4 5 5 5 4 27
5 4 4 4 4 4 4 24
6 4 4 4 4 4 5 25
7 4 4 3 3 4 3 21
8 3 4 3 4 4 4 22
9 4 3 4 4 3 4 22
10 3 4 3 3 4 4 21
11 4 4 4 4 4 4 24
12 4 4 4 5 4 4 25
13 4 4 4 3 3 3 21
14 4 4 5 4 5 5 27
15 4 4 4 4 4 5 25
16 4 4 4 4 4 3 23
95
17 4 4 4 4 4 4 24
18 3 3 4 4 3 3 20
19 4 4 3 4 4 4 23
20 5 4 4 4 4 5 26
21 4 4 5 5 4 4 26
22 4 4 4 4 3 3 22
23 4 4 4 4 4 5 25
24 4 5 4 5 4 4 26
25 4 3 4 4 3 4 22
26 4 5 5 5 4 5 28
27 4 5 4 4 4 4 25
28 4 4 4 4 4 4 24
29 4 5 5 4 5 4 27
30 4 3 4 4 4 4 23
31 5 4 4 4 4 5 26
32 4 4 4 3 4 4 23
33 5 5 4 4 4 4 26
34 4 4 5 5 5 4 27
35 4 4 4 4 4 4 24
36 4 4 4 4 4 5 25
37 4 4 3 3 4 3 21
38 3 4 3 4 4 4 22
39 4 3 4 4 3 4 22
40 3 4 3 3 4 4 21
41 4 4 4 4 4 4 24
42 4 4 4 5 4 4 25
43 4 4 4 3 3 3 21
44 4 4 5 4 5 5 27
45 4 4 4 4 4 5 25
46 4 4 4 4 4 3 23
47 4 4 4 4 4 4 24
48 3 3 4 4 3 3 20
49 4 4 3 4 4 4 23
50 5 4 4 4 4 5 26
51 4 4 5 5 4 4 26
52 4 4 4 4 3 3 22
53 4 4 4 4 4 5 25
54 4 5 4 5 4 4 26
55 4 3 4 4 3 4 22
56 4 5 5 5 4 5 28
57 4 5 4 4 4 4 25
96
58 4 4 4 4 4 4 24
59 4 5 5 4 5 4 27
60 4 3 4 4 4 4 23
3. Tabulation of Brand Association
RESP BSO1 BSO2 BSO3 BSO4 BSO5 BSO6 BSO7 TOTAL
1 4 4 4 4 5 4 4 29
2 4 4 4 5 4 4 4 29
3 4 4 4 4 4 4 3 27
4 5 5 4 5 4 4 5 32
5 3 3 4 4 3 4 4 25
6 4 5 5 5 4 4 4 31
7 4 4 4 4 4 4 4 28
8 4 4 4 3 4 3 4 26
9 4 3 4 3 4 4 4 26
10 3 4 4 4 4 4 4 27
11 4 4 4 4 3 4 4 27
12 4 5 4 5 4 5 4 31
13 4 4 4 3 4 3 4 26
14 4 5 4 5 4 4 4 30
15 4 4 4 4 4 4 4 28
16 5 4 4 4 5 4 4 30
17 4 5 4 4 5 5 5 32
18 4 4 4 4 4 4 3 27
19 4 4 4 4 4 4 4 28
20 4 4 4 4 4 5 4 29
21 5 5 4 4 4 4 4 30
22 4 4 4 3 4 3 3 25
23 4 4 5 4 5 4 5 31
24 4 4 4 4 4 4 4 28
25 4 4 3 4 4 4 3 26
26 4 5 4 4 4 4 4 29
27 4 4 5 4 5 4 4 30
28 4 4 4 3 4 4 5 28
29 5 4 5 4 5 5 4 32
30 4 4 4 4 4 4 4 28
31 4 4 4 4 5 4 4 29
32 4 4 4 5 4 4 4 29
33 4 4 4 4 4 4 3 27
34 5 5 4 5 4 4 5 32
35 3 4 4 4 3 3 4 25
97
36 4 5 5 5 4 4 4 31
37 4 4 4 4 4 4 4 28
38 4 3 4 3 4 4 4 26
39 4 3 4 3 4 4 4 26
40 3 4 4 4 4 4 4 27
41 4 4 4 4 3 4 4 27
42 4 5 4 5 4 5 4 31
43 4 4 4 3 4 3 4 26
44 4 5 4 5 4 4 4 30
45 4 4 4 4 4 4 4 28
46 5 4 4 4 5 4 4 30
47 4 5 4 5 5 4 5 32
48 4 4 4 4 4 4 3 27
49 4 4 4 4 4 4 4 28
50 4 4 4 5 4 4 4 29
51 5 5 4 4 4 4 4 30
52 4 4 4 3 4 3 3 25
53 4 4 5 4 5 4 5 31
54 4 4 4 4 4 4 4 28
55 4 4 3 4 4 4 3 26
56 4 5 4 4 4 4 4 29
57 4 4 5 4 5 4 4 30
58 4 4 4 3 4 4 5 28
59 5 4 5 5 5 4 4 32
60 4 4 4 4 4 3 4 27
4. Tabulation of Brand Loyalty
RESP BL1 BL2 BL3 BL4 BL5 TOTAL
1 4 4 5 4 4 21
2 4 5 4 4 4 21
3 4 4 4 4 3 19
4 4 5 4 4 5 22
5 4 4 3 3 4 18
6 5 5 4 4 4 22
7 4 4 4 4 4 20
8 4 3 4 3 4 18
9 4 3 4 4 4 19
10 4 4 4 4 4 20
11 4 4 3 4 4 19
12 4 5 4 5 4 22
13 4 3 4 3 4 18
98
14 4 5 4 4 4 21
15 4 4 4 4 4 20
16 4 4 5 4 4 21
17 4 4 5 5 5 23
18 4 4 4 4 3 19
19 4 4 4 4 4 20
20 4 4 4 5 4 21
21 4 4 4 4 4 20
22 4 3 4 3 3 17
23 5 4 5 4 5 23
24 4 4 4 4 4 20
25 3 4 4 4 3 18
26 4 4 4 4 4 20
27 5 4 5 4 4 22
28 4 3 4 4 5 20
29 5 4 5 5 4 23
30 4 4 4 3 4 19
31 5 4 5 4 5 23
32 3 3 2 4 3 15
33 4 4 4 4 4 20
34 5 5 4 5 4 23
35 5 4 5 5 4 23
36 4 4 5 5 4 22
37 3 3 3 3 4 16
38 4 4 4 3 3 18
39 4 3 4 4 4 19
40 3 3 2 3 3 14
41 5 4 5 4 5 23
42 5 4 5 4 5 23
43 3 3 3 2 3 14
44 4 5 5 4 4 22
45 4 4 5 4 5 22
46 4 4 3 4 3 18
47 4 5 5 5 5 24
48 4 3 3 4 4 18
49 4 4 4 3 4 19
50 5 4 5 4 5 23
51 5 5 5 5 4 24
52 4 3 3 4 3 17
53 4 4 5 4 4 21
54 5 4 4 5 4 22
99
55 4 3 4 4 4 19
56 5 4 5 4 4 22
57 5 5 5 5 5 25
58 5 4 5 5 5 24
59 4 5 5 5 5 24
60 5 5 5 5 5 25
5. Tabulation of Customer Purchase Decision
RESP CPD1 CPD2 CPD3 CPD4 CPD5 CPD6 TOTAL
1 5 4 4 5 4 4 26
2 4 4 4 4 5 4 25
3 4 4 4 4 5 5 26
4 4 5 5 4 4 5 27
5 4 4 5 4 4 4 25
6 5 5 4 5 5 4 28
7 4 4 4 4 4 4 24
8 3 3 4 4 4 4 22
9 5 5 4 4 5 4 27
10 4 4 4 5 4 4 25
11 4 4 4 4 4 5 25
12 5 5 4 5 5 5 29
13 4 4 4 4 4 4 24
14 5 4 4 5 5 4 27
15 5 4 5 4 5 5 28
16 4 4 5 4 4 4 25
17 5 5 5 5 4 4 28
18 4 4 3 4 4 4 23
19 5 4 4 5 4 5 27
20 5 5 4 5 5 4 28
21 4 4 5 5 4 5 27
22 4 4 3 4 4 3 22
23 5 4 4 5 5 5 28
24 5 4 4 5 5 5 28
25 4 4 4 4 4 4 24
26 5 5 5 5 5 4 29
27 4 4 5 5 5 5 28
28 5 4 4 5 4 4 26
29 5 5 5 4 5 5 29
30 4 5 4 5 4 4 26
31 5 4 4 5 4 4 26
32 4 4 4 4 5 4 25
100
33 5 4 5 4 5 5 28
34 5 5 5 4 4 5 28
35 5 4 5 4 4 4 26
36 4 5 4 5 5 4 27
37 4 4 4 4 4 4 24
38 4 3 3 4 4 4 22
39 5 5 4 4 5 4 27
40 4 4 4 5 4 4 25
41 4 4 4 4 4 5 25
42 5 5 4 5 5 5 29
43 4 4 4 4 4 4 24
44 5 4 5 5 5 4 28
45 5 5 4 4 5 5 28
46 5 4 5 4 4 4 26
47 5 5 5 5 4 4 28
48 4 4 3 4 4 4 23
49 5 4 4 5 4 5 27
50 5 5 4 5 5 4 28
51 5 4 5 5 4 5 28
52 4 4 3 4 4 3 22
53 5 4 4 5 5 5 28
54 5 5 4 5 5 5 29
55 4 4 4 4 4 4 24
56 5 5 5 5 5 4 29
57 5 4 5 5 5 5 29
58 5 4 5 5 4 5 28
59 5 5 5 4 5 5 29
60 5 5 4 5 4 4 27
101
6. Brand Awareness Testing
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
BWNS1 19.2500 15.039 .832 .805 .838
BWNS2 19.1000 16.937 .590 .602 .879
BWNS3 19.1000 13.463 .722 .828 .871
BWNS4 19.3000 15.800 .822 .718 .842
BWNS5 18.9000 16.200 .784 .751 .849
BWNS6 18.8500 19.924 .581 .604 .888
Case Processing Summary
N %
Cases
Valid 20 100.0
Excludeda 0 .0
Total 20 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of
Items
.883 .897 6
102
7. Brand Quality Testing
Case Processing Summary
N %
Cases
Valid 20 100.0
Excludeda 0 .0
Total 20 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.866 .876 6
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
BQ1 19.8000 13.011 .767 .740 .824
BQ2 19.4000 12.989 .796 .734 .819
BQ3 19.3500 16.555 .549 .590 .868
BQ4 19.5000 13.211 .762 .653 .825
BQ5 19.6500 10.555 .747 .739 .843
BQ6 19.3000 15.379 .501 .310 .868
103
8. Brand Association Testing
Case Processing Summary
N %
Cases
Valid 20 100.0
Excludeda 0 .0
Total 20 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.876 .880 7
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
BSO1 22.7500 27.566 .476 .333 .881
BSO2 22.9000 22.516 .813 .693 .840
BSO3 23.0500 19.208 .773 .977 .844
BSO4 22.9500 26.892 .379 .675 .887
BSO5 23.1500 20.661 .914 .862 .823
BSO6 23.0000 23.579 .593 .608 .866
BSO7 23.0000 19.053 .767 .975 .846
104
9. Brand Loyalty Testing
Case Processing Summary
N %
Cases
Valid 20 100.0
Excludeda 0 .0
Total 20 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.796 .814 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
BL1 14.9500 6.366 .647 .774 .734
BL2 14.9000 6.832 .662 .834 .730
BL3 15.1500 7.818 .314 .638 .849
BL4 14.8000 7.326 .638 .641 .742
BL5 14.6000 7.200 .730 .890 .720
105
10. Customer Purchase Decision Testing
Case Processing Summary
N %
Cases
Valid 20 100.0
Excludeda 0 .0
Total 20 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.817 .829 6
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
CPD1 19.2500 14.724 .419 .657 .818
CPD2 19.1500 11.818 .764 .790 .747
CPD3 19.2000 14.589 .468 .537 .810
CPD4 19.3000 10.537 .570 .609 .812
CPD5 19.5000 12.474 .650 .606 .773
CPD6 19.1000 12.200 .722 .622 .758
Model Summaryb
106
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .858a .737 .718 1.09443
a. Predictors: (Constant), BL, BWNS, BQ, BSO
b. Dependent Variable: CPD
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 184.306 4 46.077 38.469 .000b
Residual 65.877 55 1.198
Total 250.183 59
a. Dependent Variable: CPD
b. Predictors: (Constant), BL, BWNS, BQ, BSO
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) 1.535 2.311 .664 .509
BWNS .258 .096 .224 2.687 .010 .691 1.447
BQ .422 .094 .431 4.495 .000 .520 1.924
BSO .155 .097 .156 1.601 .115 .504 1.986
BL .190 .075 .237 2.531 .014 .544 1.838
a. Dependent Variable: CPD
Collinearity Diagnosticsa
Model Dimension Eigenvalue Condition Index Variance Proportions
(Constant) BWNS BQ BSO BL
1
1 4.983 1.000 .00 .00 .00 .00 .00
2 .009 23.821 .09 .04 .00 .00 .64
3 .003 39.170 .04 .18 .85 .00 .24
4 .002 44.877 .66 .74 .04 .01 .05
5 .002 49.238 .21 .05 .11 .99 .07
a. Dependent Variable: CPD
107
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 23.2929 29.4998 26.3833 1.76744 60
Std. Predicted Value -1.749 1.763 .000 1.000 60
Standard Error of Predicted
Value
.156 .480 .308 .071 60
Adjusted Predicted Value 23.1835 29.6496 26.3743 1.78123 60
Residual -2.35362 1.81878 .00000 1.05668 60
Std. Residual -2.151 1.662 .000 .966 60
Stud. Residual -2.226 1.746 .004 1.005 60
Deleted Residual -2.56980 2.00772 .00903 1.14549 60
Stud. Deleted Residual -2.312 1.780 -.001 1.021 60
Mahal. Distance .217 10.377 3.933 2.233 60
Cook's Distance .000 .112 .017 .022 60
Centered Leverage Value .004 .176 .067 .038 60
a. Dependent Variable: CPD
108
