THE INFLUENCE OF PERCEIVED VALUE,

BRAND IMAGE, AND PRICE TOWARD PROCESS

OF CONSUMER PURCHASE DECISION OF INDOMILK

(CASE STUDY ON INDOMILK LIQUID MILK CONSUMER IN TANGERANG SELATAN)

Created by:

Muhammad Priyo Wicaksono

1112081100002

MANAGEMENT DEPARTMENT

INTERNATIONAL PROGRAM

FACULTY OF ECONOMICS AND BUSINESS

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA

1440 H/2019

iii

iv

v

vi

vii

CURICULUM VITAE

A. Personal Data

Nama : M. Priyo Wicaksono

Place & Date of Birth : Tegal, April, 7th

1994

Gender : Male

Religion : Islam

Address : Jl. Anggur 1 C4/17 Sarana Indah Permai, Kedeaung,

Pamulang, Tangerang Selatan

Phone Number : 087889603878

E-mail : priyowic7@gmail.com

B. Education Data

1. Formal Education

2000-2006 : SDN Ciputat 6 `

2006-2009 : SMPN 3 Tangerang Selatan

2009-2012 : Madrasah Aliyah Pembangunan

2012-2018 : Universitas Islam Negeri Syarif Hidayatullah Jakarta

2. Non-Formal Education

2006-2009 : OSIS SMPN 3 Tangerang Selatan

2009-2012 : MPK Madrasah Aliyah Pembangunan

viii

ABSTRACT

The purpose of this research is to analyze the influence of perceived value,

brand image, and price on process of purchase decision for Indomilk consumer in

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

research is the primary data by sampling Indomilk consumer using purposive

sampling with 100 respondents. The method of this research is multiple linear

regression. Based on the results of analysis and discussion of the resulting data

which includes the perceived value, brand image, and price to process of purchase

decision showed that: (1) perceived value significantly influence on process of

purchase decision (2) brand image significantly influence on process of purchase

decision (3) price significantly influence on process of purchase decision. (4) The

most dominant variable is a variable price where beta coefficient value is highest

among other variables of 0.434

Key Words: Consumer Behaviour, Perceived Value, Brand Image, Price, Process

of Purchase Decision

ix

ABSTRAK

Tujuan dari penelitian ini adalah untuk menganalisis dampak persepsi nilai,

citra merek dan harga terhadap proses keputusan pembelian untuk produk Indomilk di

Tangerang Selatan. Jenis penelitian ini adalah kuantitatif. Sumber data penelitian ini

adalah data primer dengan pengambilan sampel pada consumer Indomilk

menggunakan purposive sampling dengan 100 responden. Metode penelitian ini

adalah regresi linier berganda. Berdasarkan hasil analisis dan pembahasan data yang

dihasilkan yang meliputi persepsi nilai, citra merek, dan harga terhadap preses

keputusan pembelian untuk membeli produk Indomilk menunjukan bahwa: (1)

persepsi nilai berpengaruh signifikan terhadap proses keputusan pembelian produk

Indomilk secara langsung (2) citra merek berpengaruh signifikan terhadap proses

keputusan pembelian produk Indomilk secara langsung. (3) harga berpengaruh

signifikan terhadao proses keputusan pembelian produk Indomilk secara langsung.

(4) Variabel yang paling dominan adalah harga dengan nilai koefisien beta paling

tinggi diantara variable lainnya sebesar 0.434.

Kata Kunci: Perilaku Konsumen, Persepsi Nilai, Citra Merek, Harga, Proses

Keputusan Pembelian

x

FOREWORD

Assalamu’alaikum Wr. Wb.

Alhamdulillahirabil’alamin, I would say thanks to ALLAH SWT. for all his

gift and bless. Best regards also to prophet Muhammad (PBUH) for being role model

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

Economy Degree in UIN Syarif Hidayatullah Jakarta.

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

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

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

friends and faculty supervisor. I say thanks to the people who have helped me in the

preparation of thesis:

1. Prof. Dr. Dede Rosyada, MA as a Rector of the Faculty of Economics and

Business of UIN Syarif Hidayatullah Jakarta.

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

Business of UIN Syarif Hidayatullah Jakarta.

3. Ms. Dr. Ir. Muniaty Aisyah, MM as my supervisor, thank you so much for

your recommendation, advice, time, and knowledge during guiding to finish

my thesis.

4. Titi Dewi Warninda, S.E, M.Si, as a Head of Management Studies Program

and Ella Patriana, MM, as Secretary of Management Studies.

5. Bonix, S.Far, Apt as Academic Staff, thank you for the help.

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

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

business.

7. Thank you so much to my beloved mother Aprilita Diah Lestari., my father

Gatot Mudanto. and my brothers and sisters Sri Retno, Satrio Wibisono, Ega

xi

Mudanto, Raissa Fakhira and Gadisa Kayla that always give me support and

prayers that never stop during this time. Thanks for reminding me, helping

me, caring me, and teach me what patient is. Without your prayers and

support, I am nothing in this world. Thanks for everything. I will always love

you.

8. My dearest Marha Ulfia who always be by my side, fight with me, guiding

me, helping me, and also always give me a support to finish this thesis. May

Allah return everything you have done for me.

9. My International program 2012 friends Fajar, Radit, Fais, Novian, Reza,

Syafiq, Azka, Diah, Dita, Eva, Nadila, Hadyan, Zakaria, Mohsen, Odi, Diko,

Siti and Lia. I’m going to miss every moment we spent together. Hope we can

achieve our dreams and our friendship will last forever.

10. All of my Senior and Junior in International Program that I have missed the

moment when we spent together at Bank Mini and all the memories when we

were a class mate. May Allah SWT bless be upon you guys.

11. My colleagues in Nestle project Kartika Dara Andira, Teguh, Mba Kia, Mba

Junica, Mas Salman, Mas Agus, Fiza, Rilanda, Ratna, Yutiana, Dea, Rezka,

Eka, Pupuy, Mas Yuchu, Rohim, Waldo, Tamara, and Mas Reza. Thanks for

all of your support and reminding me for fulfilling my responsibility to finish

this thesis.

xii

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

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

can give benefit to the reader, hopefully this thesis could be worthwhile for all of us.

Amin

Jakarta, 12 Desember 2018

M. Priyo Wicaksono

xiii

LIST OF CONTENTS

COVER

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

CERTIFICATION OF THESIS EXAM ..................................................... ii

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. iii

SHEET STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .... iv

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

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

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

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

LIST OF CONTENT .................................................................................... xi

LIST OF TABLE ........................................................................................... xiv

LIST OF FIGURE ........................................................................................ xv

LIST OF CHART .......................................................................................... xvi

CHAPTER I INTRODUCTION

A. Background ....................................................................... 1

B. Research Problem............................................................... 8

C. Purpose of Research .......................................................... 8

D. Research Advantages ......................................................... 9

CHAPTER II LITERATUR REVIEW

A. Theoretical Development .................................................. 10

1. Consumer Behavior ..................................................... 10

a. Definition of Consumer Behavior ......................... 10

b. Factors of Consumer Behavior .............................. 11

c. Models of Consumer Behavior ............................. 12

2. Purchase Decision ........................................................ 13

a. Definition of Purchase Decision ........................... 13

b. Process of Purchase Decision ............................... 13

3. Perceived Value ........................................................... 21

xiv

a. Definitions of Perceived Value ............................. 21

b. Measurement of Perceived Value ......................... 21

4. Brand Image ................................................................. 22

a. Definitions of Brand Image ................................... 22

b. Measurement of Brand Image ............................... 23

5. Price.............................................................................. 25

a. Definition of Price ................................................. 25

b. Price Fixing ........................................................... 25

c. Indicator of Price ................................................... 27

B. Previous Research ............................................................. 28

C. Theoretical Framework ..................................................... 31

D. Hypothesis Research ......................................................... 32

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research ............................................................. 33

B. Determination Sample Method ......................................... 33

1. Population ................................................................... 33

2. Sample ......................................................................... 34

C. Data Collection Technique ................................................ 35

1. Primary Data ............................................................... 35

2. Secondary Data ........................................................... 38

D. Methods of Data Analysis ................................................. 39

1. Validity Test ................................................................ 39

2. Reliability Test ............................................................ 39

E. Classical Assumption Test ................................................ 40

1. Normality Test ............................................................ 40

2. Multicollinearity Test .................................................. 42

3. Heteroskedasticity ....................................................... 43

F. Hypothesis Test ................................................................. 44

1. t – Test (Partial Test) ................................................... 44

2. f – Test (simultaneous Test) ....................................... 45

G. Multiple Linear Regression ............................................... 46

1. Multiple Linear Regression ......................................... 46

2. Coefficient of Determination (Adjusted R2)

................ 47

H. Variable Operational Research ......................................... 48

CHAPTER IV RESEARCH ANALYSIS

A. General Overview Research Object .................................. 50

1. History of PT. Indolakto .............................................. 50

2. Company Vision and Mission ..................................... 51

B. Data Quality Test .............................................................. 51

1. Validity and Reliability Result .................................... 51

a. Try Out Result of Validity Test ............................ 51

xv

b. Try Out Result of Reliability Test ........................ 53

C. Descriptive Respondents .................................................. 53

1. Respondent by Gender ............................................... 54

2. Respondent by Age .................................................... 54

3. Respondent by Working Level ................................... 55

4. Respondent Income per Month .................................. 55

D. Statistic Descriptive .......................................................... 56

1. Variable Perceived Value .......................................... 56

2. Variable Brand Image ................................................ 57

3. Variable Price ............................................................ 59

4. Variable Process of Purchase Decision ..................... 60

E. Classical Assumption Test ................................................ 62

1. Normality Test ............................................................ 62

2. Multicollinearity Test .................................................. 64

3. Heteroscedasticity Test ............................................... 65

F. Hypothesis Test Result ...................................................... 66

1. Partial Test (t-test) ....................................................... 66

2. Simultaneous Test (f-test) ........................................... 68

G. Result of Multiple Linear Regression Analysis ................ 70

H. Test Result for Coefficient of Determination (R2)

............. 71

CHAPTER V CONCLUSION AND RECOMMENDATION

A. Conclusions ....................................................................... 73

B. Recommendation ............................................................... 73

REFERENCES .............................................................................................. 77

ATTACHMENT 1 ......................................................................................... 78

ATTACHMENT 2 ......................................................................................... 85

ATTACHMENT 3 ......................................................................................... 96

xvi

LIST OF TABLE

Table 1.1 Top Brand Award ........................................................................ 6

Table 2.1 Previous Research ......................................................................... 28

Table 3.1 Likert Scale ................................................................................... 38

Table 4.1 Result of Validity Test .................................................................. 52

Table 4.2 Try Out Result of Reliability Test ................................................ 53

Table 4.3 Respondents by Gender ............................................................... 54

Table 4.4 Respondent by Age ....................................................................... 54

Table 4.5 Respondent by Working Level ..................................................... 55

Table 4.6 Respondent Income Per-Month ................................................... 55

Table 4.7 Descriptive of Perceived Value Variable (X1) ............................ 56

Table 4.8 Descriptive of Brand Image Variable (X2) .................................. 58

Table 4.9 Descriptive of Price Variable (X3) .............................................. 59

Table 4.10 Descriptive of Process of Purchase Decision Variable (Y) ....... 60

Table 4.11 Kolmogorov-Smirnov Test ......................................................... 62

Table 4.12 Result of Multicollinearity Test Coefficients ............................. 64

Table 4.13 Result of t-Test .......................................................................... 66

Table 4.14 Result of Simultaneous f-Test ..................................................... 69

Table 4.15 Result of Multiple Linear Regression Analysis .......................... 70

Table 4.16 Coefficients of Determination Test Results ............................... 72

xvii

LIST OF FIGURE

Figure 2.1 Models of Simple Consumer Behavior ....................................... 12

Figure 2.2 Process of Purchase Decision ...................................................... 14

Figure 2.3 Stage of the Evaluation ................................................................ 18

Figure 2.4 Theoretical Framework ................................................................ 31

Figure 4.1 Result of Normality Test ............................................................. 63

Figure 4.2 Result of Heteroscedasticity Test ................................................ 65

xviii

LIST OF CHART

Chart 1.1 Dairy Cattle Population and Milk Dairy Production .................... 3

1

CHAPTER I

INTTRODUCTION

A. Background

The production of goods and services are now more numerous and various

kinds, which also makes the competition tighter in marketing a product. The role of

marketing is very important in a company. The marketing strategy cannot be

separated from the consumer side, where consumer is a barometer of success of a

products or services. Marketing aims to satisfy consumer needs, in which consumer

needs are dynamic changing with the times. In this case the company must be aware

of the consumer changes.

Along with the increasing competition, marketers are required to conduct

research and implementing marketing strategies to achieve the goal of marketing.

Based on research conducted by the Boston Beer (Kotler, 2016) found that the

success of the ongoing demand for establishing and managing the marketing

department. To achieve success of a company’s product must be supported by skilled

marketing ability and they should continue to improve their capabilities. Corporate

marketers constantly need to create new ideas in order to improve customer’s

expectation and satisfaction of product.

Nowadays, a wide range of milk formula is offered to meet the need of

customers. Another interesting thing that emerged in the development of milk is the

nutrition contained on its product which always developing. Not only fulfilling the

2

daily base of nutrition but it’s also from protecting the digestive tract with prebiotic

and probiotic and omega 3 and 6 for the development of infant and toddler brain.

Milk is one of animal protein source which very important for human body, it

has a balanced and complete nutritional content. Milk is also known as a source of

calcium which can help our body fulfilling daily calcium needs. In Indonesia many

trial has been applied to increasing milk consumption, one of them is done by Prof.

Poorwo Sudarmo, who sparked the slogan “empat sehat lima sempurna” at the early

1950’s, in which milk as the complementary of the daily basis nutrition need.

Apparently the effort that has been done for increasing the society to

consuming milk seems to have not giving a satisfying result, in fact, Indonesia’s milk

consumption is still low in the level of 11.09 liters per capita per year compared to

some countries in ASEAN that take about 20 liters per capita per years

(kemenperin.go.id, 2017), due to its distinctive smell with flavors that tend to be

fishy, often make people feel matching (cause a sense of nausea) when drinking it.

That is the main reason why Indonesian people don’t want to drink milk.

In line with the growth of Indonesia population and the increasing of health

awareness and nutrition, the consumption of milk in Indonesia tend to increase every

year. The following population of dairy cattle, milk dairy production and national

milk consumption in 2015 – 2017 can be seen in chart 1.1.

3

Chart 1.1

Population of dairy cattle, milk dairy production and national milk

consumption in 2012-2016

Source: bps.go.id (2012 – 2016)

The needs of consuming milk does not stop when the people becoming adult,

according to Hardiansyah et al (2008), adult people still require bone-forming

minerals such as calcium whose needs are increasing in line with the ongoing process

of bone growth. That’s why we should consuming milk when we becoming adult.

Based on fact that adult people still need consuming milk, many company

issued milk for adult such as Nestle, Frisian Flag, Indomilk, HiLo, Anlene and others.

Indomilk is one of the local producer that competing in producing milk.

From many milk producers, each of producers already has their own market.

Consumer tend to have their own criteria for choosing what kind of milk that they

300000

800000

1300000

1800000

2300000

2800000

3300000

2012 2013 2014 2015 2016

Dairy Cattle Population (Ton) Milk Production (Ton) Milk Consumption (Ton)

4

want to purchase. According to Ma'ruf (2005) the purchase decision is not an end in

the purchase, but continues until the purchase becomes an experience for the

consumer to use the product purchased, the experience will be considered for

purchase decisions in the future. One of several ways to achieve the company's goal

is to find out what the needs and desires of consumers or target market, and give the

satisfaction expected by the consumer.

In this case the strategy - marketing strategy is very important. Meanwhile,

according to Kotler (2016), the purchase decision is final consumer purchase

decisions of individuals and households who buy goods and services for personal

consumption”. Before consumers decide to buy, consumers usually go through

several stages in advance, namely, the introduction of the problem, information

search, evaluation of alternatives, the decision to buy or not, post-purchase behavior.

One of the Milk producers that has a lot of interest around Indonesian consumer

is PT. Indolakto with Indomilk as its brand. PT. Australia Indonesian Milk Industries

(Indolakto) was build in 1976, with the merger of several companies in which not

only producing milk but another milk processed like butter, condensed milk and et

cetera.

Indomilk have a mission and vision to becoming the market leader of diary

milk in Indonesia and build a leading image in other countries through quality

products and creating sustainable enterprise value added by presenting the products of

PT. INDOLAKTO business management and the best utilization of cooperation

opportunities with foreign and domestic parties.

5

The first factor affecting the purchase decision is how the company gives the

perception of the quality of either goods or services to consumers. When consumer

use the product, then the consumer will conduct an assessment of the product, so that

consumers have their own perception of the brand product. According Durianto, et al.

(2000) perceived value is closely related to the process of purchase decision, then the

perceived value can streamline all elements of the marketing program in particular

promotional program.

The second factor that affecting the process of purchase decision is brand

image. America Marketing Association define a brand as a “name, term, sign,

symbol, design or a combination of them. There of are intended to identify the goods

or services of one seller or group of sellers and to differentiate from competitors.”

According to Ali Hasan (2013), brand image is a set of tangible and intangible nature,

such as ideas, beliefs, values, interests and features that make it unique. According to

him, visually and collectively, a brand image should represent all internal and

external characteristics that can affect how a brand is perceived by the target market

or customers. Here is the data from Top Brand Award 2015 – 2017 on liquid milk

category.

6

Table 1.1

Top Brand Award 2015 – 2017

Liquid milk category

Brand Top Brand Index

2015 (%) 2016 (%) 2017 (%)

Ultra Milk 36.1 44.1 44.7

Frisian Flag 21.6 23.0 21.2

Indomilk 15.6 19.0 17.4

Bear Brand 7.3 5.0 6.0

Milo 8.1 3.3 4.1

Source: www.topbrand-award.com

From the table above it can be seen that Indomilk place 3rd

rank in competition

with Ultra Milk and Frisian Flag. And there is a decrease 1.6% in 2017 from 19.0%

comes to 17.4%, although there was a decline in 2017 Indomilk still holding its 3rd

position.

Top brand index is calculated based on the measurement of three parameters

obtained from the survey results directly to the customer of a product or services from

various brands within a particular category. The first parameter is top of mind brand

awareness which is an indicator of the extent to which a particular brand strength to

master the minds of customers, the second parameter is the last usage, which is a

brand that respondents use the current last time, and the third is a future intention,

7

which is an indicator of brand loyalty products or services that consumer want to use

or consume in the future. (www.frontier.co.id).

Brand image has a very important role for a company to differentiate a product

or service with another company. Products that already have a strong brand image

will be hard to duplicate because it has been ingrained in the minds of consumers. As

with the product that can be easily replicated for consumer perception of the value of

a particular brand that will not be easily created. A strong brand image will make the

consumer has the perception to get the added value of a product which will not be

obtained from other products. Without a strong and positive image, it is difficult for

companies to attract new customers and retain existing customers to remain loyal,

even though many products from diary in the market, but the milk consumer admit

that Indomilk taste good. Because Indomilk brand image that has been formed long

ago in the market that will influence consumers to select it.

The third factor is price, Price is the easiest element in marketing program for a

customized product features, channel, even the communication takes more time. Price

also communicates positioning the intended value of the product or the company's

brand to the market. The products are designed and marketed well can be sold at high

prices and generate great profits. (Kotler & Keller, 2016).

Based on the background above, the researcher is interested to do a research

with the title “The Influence of Perceived Value, Brand Image and Price toward

Process of Consumer Purchase Decision (Case Study on Indomilk consumer at

Tangerang Selatan)”.

8

B. Research Problem

Based on the background that the author has described, the formulations of the

problem are:

1. Does perceived value significantly influence towards process of purchase

decision on Indomilk consumer in Tangerang Selatan?

2. Does brand image significantly influence towards process of purchase

decision on Indomilk consumer in Tangerang Selatan?

3. Does price significantly influence towards process of purchase decision on

Indomilk consumer in Tangerang Selatan?

4. Do quality of perceived value, brand image, and price significantly and

simultaneously influence towards process of purchase decision on

Indomilk consumer in Tangerang Selatan ?

C. Purpose of Research

Based on the questions above, the purposes of this research are:

1. To analyze the influence of perceived value towards process of purchase

decision on Indomilk consumer in Tangerang Selatan.

2. To analyze the influence of brand image towards process of purchase

decision on Indomilk consumer in Tangerang Selatan.

3. To analyze the influence of price towards process of purchase decision on

Indomilk consumer in Tangerang Selatan.

9

4. To analyze the influence of perceived value, brand image, and price

simultaneously towards process of purchase decision on Indomilk

consumer in Tangerang Selatan.

D. Research Advantages

1. For the author, this research can improve the author’s knowledge and this

topic can always be used in every kind of business. This research is also

done in order to graduate as a Bachelor of Economics of State Islamic

University Jakarta.

2. For company, the result of this research can be used to improve the

strategy of PT. INDOLAKTO because the results are based from

purchase decision.

3. For Islamic State University (UIN) Jakarta, the research can also be used

for other students in order to help the students to finish their thesis.

4. For reader and another research, I hope people who read this research

will feel easy to read the methods of this research.

10

CHAPTER II

LITERATURE REVIEW

A. Theory Development

1. Consumer Behavior

a. Definition of Consumer Behavior

According to Sunyoto (2012) Consumer behavior can be defined as

individual activities directly involved in obtaining and using goods or

services including decision-making process in preparation for the

determination of these activities. Consumer behavior has special interests

for people who for various reasons aspire to influence or change that

behavior, including those whose primary interest is marketing. It is not

surprising that this study of consumer behavior has major roots in

economics even more so in marketing.

According to Kotler and Keller (2016), Consumer behavior is the

study of how individuals, groups and organizations choose, buy, use and

place goods, services, ideas or experiences to satisfy their wants and needs.

Meanwhile, according to Schiffman and Kanuk (2008), Consumer behavior

describes the way individuals make decisions to utilize their available

resources (time, money, effort) to buy goods related to consumption.

According to Engel et al in Sopiah and Sangadji (2013), consumer

behavior is an act directly involved in the acquisition, consumption and

11

depletion of a product or service, including the process that precedes and

follows the action. Meanwhile, according to Hasan (2013), consumer

behavior is a study process involved when individuals or groups choose,

buy, use, or manage products, services, ideas or experiences to satisfy the

needs and desires of consumers.

Peter and Olson (2013) stated that, consumer behavior as the

dynamics of the interaction between influence and awareness, behavior,

and the environment in which humans exchanged aspects of life.

Meanwhile, according to Engel in Fadila and Ridho (2013), consumer

behavior is a direct action involved in obtaining, consuming and depleting

products / services, including the process that precedes and follows this

action.

From the understanding of consumer behavior above can be

concluded that consumer behavior is the action that consumers do in order

to achieve and meet their needs either to use, consume, or spend goods and

services, including the process of decisions that precede and that follow.

b. Factors of Consumer Behavior

Factors of Consumer Behavior according to Kotler (2016) consists

of:

1) Cultural Factors

Cultural factors have broad and deep influence on consumer behavior.

Cultural factors consist of: culture, subculture, social class,

12

2) Social Factors

In addition to cultural factors, a consumer's behavior is influenced by

social factors such as reference groups, family and social status.

3) Personal Factors

Personal factors that contribute to consumer behavior consist of: age

and stage of life cycle, occupation and economic environment,

lifestyle, personality and self-concept.

4) Psychological Factors

The choice of purchasing a person is influenced by four main

psychological factors namely motivation, perception, learning, and

belief and establishment.

c. Models of Consumer Behavior

Figure 2.1

Models of Simple Consumer Behavior

(Source: Sopiah and Sangadji, 2013:13)

Picture 2.1 shows two dimensions in a simple consumer behavior

model:

1) Marketing Stimuli: The stimulus that run by producers or marketers,

can be a mix strategy marketing (product, price, place and promotion)

13

and other stimulus in the form of economic condition, politics,

technology and culture designed by marketers to influence and

motivate the behavior of consumers so they wanted to purchase the

product.

2) Target audience response to marketing designed by the company.

Marketing stimulus can be a marketing strategy and method developed

by the manufacturer or marketer to market the product. With the

stimulus is expected consumers are interested to buy the product and

feel satisfied.

2. Purchase Decision

a. Definition of process of Purchase Decision

According to Kotler and Armstrong (2003), the purchase decision is

a step in the buyer's decision process in which consumers actually buy.

Decision-making is an activity of individuals who are directly involved in

obtaining and using the goods offered.

b. Process of Purchase Decision

According to Kotler and Keller (2016), to be at the purchase stage,

there are steps in the purchase process with a stage. The decision making

process includes a series of steps include: problem recognition, information

search, evaluation of alternatives, purchase decision and post-purchase

behavior. The process can be described as follows:

14

Figure 2.2

Process of Purchase Decision

Source: Kotler and Keller (2016)

1) Determine the problem

A process where the buyer recognizes a problem or need arising

from the stimulation of internal or external stimuli.

2) Searching the information

Consumers who are interested in a product will look for

information about the product. If a strong impulse consumers and

products that can satisfy within range, consumers are likely to buy it.

Consumer information sources are classified into four groups, such as:

a) Private sources, is family, friends, neighbors and acquaintances.

b) Commercial sources, is advertising, sales representatives and

distributors.

c) Public sources, is mass media and organizational determinants of

consumer ratings.

Determine

the

problem

Searching

the

information

Alternative

evaluation

Purchase

decision

Post-

purchase

decision

15

d) Sources experience, namely the handling, assessment and use of the

product.

3) Alternative evaluation

According to Keller (2016), the consumer brand competitive

process information and make a final judgment. There is no simple

single evaluation process used by all consumers or by the consumer in

all buying situations. There are several evaluation process decisions,

and the latest models that looked at the evaluation process-oriented

consumer as a cognitive process. That are the model assumes

consumers form judgments on a product with very conscious and

rational.

Some basic concepts will help us understand consumer evaluation

processes are:

a) Consumers trying to make ends meet.

b) Consumers looking for certain benefits from the product solution.

c) Consumers looked at each product as a set of attributes with

different capabilities in delivering the benefits are used to satisfy

the needs.

The consumer will pay great attention to the attributes that

provide the benefits sought. Market certain products often can be

segmented based on attributes that stand out for different consumer

groups.

16

a) Beliefs and attitudes.

Evaluations often reflect the beliefs and attitudes. Through acting

and learning, people gain confidence and attitude. Both later affect their

buying behavior.

Belief is the image of thought espoused someone about some

picture. Consumer confidence about the product or brand affects their

purchasing decisions. Equally important is the attitude with confidence.

Attitude is the evaluation, emotions and action tendencies favorable

or unfavorable, and last a long time in a person to a particular object or

idea.

b) Hope values model.

Consumers are finally taking an attitude (decision, preference) of

various brands through the evaluation procedure. They developed a set

of beliefs about the place of each brand stands on each attribute. Model

expectation value on the formation of attitudes revealed that consumers

evaluate products and services by combining their brand beliefs

(positive or negative) according to their needs.

4) Purchase decision

According to Kotler and Keller (2016), in the evaluation phase,

consumers formed a preference for brands in the choice set. Consumers

also can form the intention to buy the most preferred brand. In carrying

out the purpose of the purchase, the consumer can take five sub-

17

decisions: first thing is brand (brand 'A'), the dealer (dealer '2'), the

third is quantity (a computer), the fourth is time (weekend), and the

fifth is payment method (credit card). In purchasing daily use products,

smaller decisions and liberty also become smaller.

In some cases, consumers can make a decision to not formally

evaluate each brand. In other cases, the factors that can intervene to

influence the final decision:

a) Models of consumer choice which non-compensation.

Model expectation value is a compensation model where things

are considered good in a product can help overcome other things

that feel bad. However, consumers may not want to spend so much

time and energy to assessing brands. With a model of non-

compensated on consumer choice, consideration of positive and

negative attributes do not need to be filtered. Evaluating more

attributes in making decisions becomes easier for a consumer, but

also increase the likelihood of people to make different choices if

they is more liberal face greater details. Here we highlight three

legacies of these options are:

1) In the conjunctive experience, consumers establish a minimum

acceptable level for each attribute and choose the first

alternative that meets the minimum standards for an attribute.

18

2) In lecsicography experience, consumers choose the best brands

based on the perceived attributes are most important.

3) In the experience of elimination by aspects, consumers

compare the brand on an attribute that is selected having regard

to the level of probability (where the probability of selecting an

attribute that is positively related to its importance) and the

brand is eliminated if it does not meet the minimum acceptable

level.

b) Interfere factors

Although consumers form brand evaluation, there are several

factors that can be in between purchase intention and purchase

decisions are illustrated in Figure 2.3.

Figure 2.3

Stages of the evaluation of alternatives and purchasing decisions

Source: Kotler (2016)

Alternative

Evaluation

Consumer

Buying

intention Situational

factor that

Consumer can

not anticipate

Consumer

Attitude

Consumer

Buying

Behavior

19

The first factor is the attitude of others. The extent to which the

attitude of others reduces one's preferred alternative will depend on

two things:

1) The intensity of the negative attitudes of others towards

alternative preferred by consumers.

2) Consumer motivation to obey the wishes of others.

The more intense the negative attitudes of others and closer to

the other person with the consumer, consumers will increasingly

change their purchase intention.

The second factor is the factor of unanticipated situations that

may arise and change purchase intention. The consumer's decision

to modify, delay, or avoid buying decision is strongly influenced by

the risk.

There are several types of risk that can be felt by consumers in

purchase and consuming the product, as follow:

1. The functional risk, products not performing as expected and

the product not worth to the price that paid.

2. The physical risk, the product poses a threat to the welfare or

physical health from users or others.

3. The social risks, product cause embarrassment to others.

4. The psychological risk, products affect the mental welfare of

the user.

20

5. The time risk, failure of product resulting in an opportunity

cost because finds another satisfactory product.

5) Post-purchase decision

According to Keller (2016), after making a purchase of a product,

the consumer will experience a certain level of satisfaction or

dissatisfaction. Marketers must monitor the satisfaction of post-

purchase, post-purchase action, and post-purchase product usage.

According to Kotler and Keller (2016), there are five people who

play a role in purchasing decisions:

a) Spark.

The man who first proposed the idea to buy the product.

b) Influencer.

People who affect consumer decision by their perspective and

suggestion.

c) The Decision Maker.

People who make decisions about each component of the purchase

decision, whether to buy, do not buy, how to buy and where to buy.

d) Buyers.

The person doing the actual purchase.

e) Users.

A person who consumes or uses goods or services products.

21

3. Perceived Value

a. Definition of Perceived Value

According to Kotler (2008) perceived value is the difference between

perspective customer evaluation of all benefit and all the cost of an offering and

the perceived alternatives.

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

assessment of the utility of a product based on perception of what is received

and what is given.

Perceived value is the overall assessment of the customers against the

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

above, then it can be concluded that the perceived value of customers is a

customer assessment done by comparing between the benefits to be received by

the sacrifice issued to obtain a product and services. Whereas, perceived value

also mean business customers to compare a product or service from a particular

company with competitors in terms of benefits, quality and price

b. Measurement of Perceived Value

According to Brock and Colgate (2007) there are four types of values

with important aspects of their respective dimensions, namely:

a. Functional Value

Functional value is concerned with the extent to which a product has

desired characteristics, focusing on the appropriateness of performance in

the form of efficiency and suitability of performance with expectations.

22

b. Experiential values

Companies compete by making products that are creating appropriate

experiences, feelings, and emotions for the customer that is pleasure,

enjoyment, and interesting product.

c. Symbolic/Expressive Value

These four indicators of value are self-satisfaction, personal meaning, self-

identity and social status.

d. Cost/Sacrifice Value

Consumer energy for the purchase and consumption process in the form of

time and effort are aspects that are considered.

4. Brand Image

a. Definition of Brand Image

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

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

words, the brand association is another information node connected to the brand

node in memory and contains a brand means to consumers. Associations come

in all shapes and may reflect the characteristics of the product or aspects

independent of the product. (Keller, 2016).

Brand was an important attributes from some product. Moreover, brand

was an identity to differentiate company’s product with another product. In this

case, definition of brand image has different explanation from several expert,

23

but all of them have a similar understanding between each other. Here are some

definitions of brand image that author quotes from several experts.

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

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

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

and beliefs made by consumers, as reflected associate in consumer memory

(Kotler, 2003).

According to Keller (2013) brand is a name, term, sign, symbol, or

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

one seller or group of sellers and to differentiate them from those competition.

From the definition above brand image that have been explained by

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

company in order to make the customer know the differentiation between

another companies.

b. Measurement of Brand Image

According to Keller (2016) defined the measurement of brand image

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

a. Strength

The more deeply a person thinks about product information and relates

it to existing brand knowledge, the stronger result brand associations will

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

which not found from another brand. The advantages of this brand refers to

24

the physical attributes, so commonly as the advantages compared to the

other brand. What is included in group strength namely; physical products,

quality product, function of product facilities, price product, and the

appearance of supporting facilities to its products.

b. Favorability

Associations that are beneficial to the brand are associations that

consumer desired, such as the form of comfort, reliable products, messages

can be delivered by a product or marketing communication program that

supports. Favorable lead to the ability of the brand to be easily remembered

by consumers. Favorable is the associations that can be expected by the

target audience and successfully delivered by a product through marketing

communications program that support.

c. Uniqueness

The core of this association is the brand must have a sustainable

advantage or have a unique selling proposition to give reasons why

consumers should buy it. Uniqueness aspects depends on two factors

presented by the marketing communications program or balancing when

compared to other product brand associations and extent of marketing

communications programs have an element of difference when compared

to other product brand associations.

A brand should have the advantage of being a reason for consumers to

choose a particular brand. The uniqueness of brand associations can be

25

based on product attributes, product functionality or image that consumers

enjoyed.

5. Price

a. Definition of Price

Price is the easiest element in marketing program for a customized

product features, channel, even the communication takes more time. Price

also communicates positioning the intended value of the product or the

company's brand to the market. The products are designed and marketed

well can be sold at high prices and generate great profits. (Kotler & Keller,

2012).

According Tjiptono (2008: 151) mention the price is one - the only

element of the marketing mix that provides income or revenue for the

company.

From the definition above explains that the price is an important

element important in business, because with the price can show income

for the company, and also with the prices that will be the benchmark in

exchange buying and selling goods and services.

b. Price Fixing

The company chose pricing method that includes one or more of these

three considerations. According to Kotler and Keller (2012), there are six

methods of pricing, the following explanation:

1. Pricing Mark up

26

The most basic pricing method is to add a standard markup to the

cost of the product. Until now pricing markup is still popular because

sellers can determine the cost was much easier than expected demand,

then prices tend to be the same and price competition is minimized

when companies in the industry use this method, and finally many

people feel that the pricing cost plus fairer for buyers and the seller.

2. Determination of the purchase price level target

The Company determines the price which will produce return on

investment targets.

3. Pricing default values

Assuming the value is composed of several elements such as

image buyers will be the performance of the product, the ability of the

delivery of channels, quality assurance, customer support, and

attributes that are less dominant as supplier reputation, confidence and

self-esteem.

4. Pricing value

The method creates a cheap price to consumers to attract the

attention of consumers by not ignoring the company's product quality.

5. Going-rate pricing

The company bases its price largely on competitors' prices,

wearing the same price, more expensive or cheaper than major

competitors.

27

6. The type of auction pricing

Pricing types of auctions performed to remove more supplies or

thrift. A company must set a price for the first time when the company

developing or acquiring a new product, introduce the products into the

distribution channel or a new area, and when the company will

participate in the auction on a new labor contract. This is done so that

the company's goals can be achieved.

c. Indicator of Price

According to Stanton (in Rosvita, 2010: 24), there are four indicators

that characterize the price are:

1) Affordability price

That aspect of pricing that is made by the producer / seller in

accordance with consumers' purchasing ability.

2) Compliance with quality products prices

That aspect of pricing that is made by the producer / seller in

accordance with product quality can be obtained by consumers.

3) Price competitiveness

Namely a price quote provided by the manufacturer / seller of different

and competing with those given by other manufacturers, on the same

types of products.

4) Compliance with price benefits

28

That aspect of pricing that is made by the producer / seller in

accordance with the benefits that can be derived consumers of the

product purchased.

B. Previous Research

Table 2.3 below shows the previous research that has been conducted

by some of the researchers. The results can be stated, as follows:

Table 2.1

Previous Research

NO Author

(year)

Research Title Variable Result Of Research

1 Sukotjo

and Radix

(2010)

Analysis of

Marketing Mix-7P

(Product, Price,

Promotion, Place,

Participant,

Process, and

Physical Evidence)

toward Purchase

Decision Produk

Klinik Kecantikan

Teta

di Surabaya

Product,

price,

promotion,

location,

participant,

physical

environment,

process,

purchase

decision

The results showed that

simultaneous variable

products, promotion,

price, location,

participants, processes

and physical

environment has a

significant influence

toward purchasing

decisions. and product,

price, promotions,

location and physical

environment partially

influence on purchasing

decisions, while

participant and the

process has no

influence.

29

NO Author

(year)

Research Title Variable Result Of Research

2 Sulistyaw

ati (2010)

The analysis of

influence brand

image and product

quality toward

purchase decisions

on laptop acer

brand in Semarang

Brand image,

service

quality,

purchase

decision

The results of research

through t-test show that

the variables of brand

image and product

quality has positive

influence toward

purchase decisions.

3 Wibawa

(2013)

The influence of

Location And

Brand image

toward Purchase

Decision On

consumer of Ouval

research Distro In

Buahbatu

Bandung.

Location,

brand image,

purchase

decision

The results show that

the location and brand

image of has a positive

and significant

correlation toward

purchase decisions,

either partially, or

simultaneously. The

amount of influence the

location and brand

image toward purchase

decisions is 74.9%

while the rest

influenced by other

variables.

4 Hustic and

Gregurec

(2015)

The Influence of

Price on

Customer’s

Purchase Decision

Price,

Customer

Purchase

Decision

The conducted research

has shown how

important element for

purchasing decision is

price and how it can

affect the company. The

results also show how

non-price elements have

been gaining

significance in

purchasing decision

over the past decades

and that customers

30

NO Author

(year)

Research Title Variable Result Of Research

always follow the

activities of company

related to price and that

they will continue to

follow them.

5 Medeiros,

Riberio,

and

Nogueira

(2015)

Influence of

Perceived Value

on Purchasing

Decision

Perceived

Value,

Purchase

Decision

The results from this

study represent a

relevant contribution for

the manufacturing

industry as it signals the

components of

perceived value for two

economically relevant

product categories

6 ALHuwai

shel and

AL-

Meshal

(2018)

The Impact of

Perceived Value,

Quality, and

Loyalty on

Purchase Decision

in The Accessories

Department

Perceived

Value,

Quality,

Loyalty,

Purchase

Decision

The study shows that

there is a significant

impact of two out of

three independent

variables, quality, and

loyalty on the purchase

decision, which are the

dependent variable in

this study. The study

confirmed that in

addition to the positive

relationship that has

existed between store

brand perceived quality

and purchase intention,

perceived quality does

impact the purchase

decision.

31

C. Theoretical Framework

The framework used in this study systematically and simply described as

follows:

Figure 2.4

Theoretical Framework

Determinant Coefficient

(Adjusted R²)

Interpretation

Classical Assumption Test:

1. Normality Test

2. Multicollinearity Test

3. Heteroscedasticity Test

Hypothesis Test:

1. Partial Test (t-test)

2. Simultaneous Test (F-

test)

Multiple Linear

Regression

Try-out Test:

1. Validity Test

2. Reliability Test

Process of Purchase Decision (Y)

Perceived Value (X1) Brand Image (X2) Price (X3)

32

D. Hypothesis Research

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, i.e.:

1. Ho: β1 = 0; there is no influence between perceived value against process of

purchase decision.

Ha: β1 ≠ 0; there is influence between perceived value against process of

purchase decision.

2. Ho: β2 = 0; there is no influence between brand image against process of

purchase decision.

Ha: β2 ≠ 0; there is influence between brand image against process of purchase

decision.

3. Ho: β3 = 0; there is no influence between price against process of purchase

decision.

Ha: β3 ≠ 0 there is influence between price against process of purchase

decision.

4. Ho: β1, 2, 3, 4 = 0; there is no simultaneously influence between perceived value,

brand image, and price against process of purchase decision.

Ha: β1, 2, 3, 4 ≠ 0; there is simultaneously influence between perceived value,

brand image, and price against process of purchase decision.

33

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

Respondents in this research is the consumer who buy Indomilk around

Tangerang Selatan. Research conducted at Tangerang Selatan, when the study

began on Desember 22, 2017. By providing a questionnaire to the customer of

Indomilk in Tangerang Selatan. As will be discussed is about how much the

Perceived Quality, Brand Image, and price influencing Process of Purchase

Decision on Consumer of Indomilk at Tangerang Selatan. As the independent

variable in this study was given the symbol of Perceived Value (X1), Brand

image (X2), and Price (X3) While the dependent variable in this study is

Process of Purchase Decision (Y).

B. Determination Sample Method

1. Population

Population is the generalization region consisting of the objects or

subjects that have certain qualities and characteristics defined by the

researchers to learn and then to be inferred (Sugiono, 2015). The

population in this study is customer of Indomilk at Tangerang Selatan.

34

2. Sample

The sample is part of the number and characteristics possessed by the

population, to be investigated and considered to be representative of the

overall population and a smaller number of populations (Sugiyono,

2015).

The sample in this research is the customers who buy Indomilk at

Tangerang Selatan. In this research, researchers used a method of

Purposive sampling. Purposive sampling is the population elements are

purposively selected based on the judgment of the researcher. The

researcher, exercising judgment or expertise, chooses the elements to be

included in the sample, because researcher believes that they are

representative of interest or are otherwise appropriate (Malhotra 2009).

Due to the number of population is not known for sure to know the

size of the sample that is using a convenience sampling technique. Based

on this, researchers select to filter the existing questionnaires, if these

people are known. For example, used the sample to estimate the mean

value, If used to estimate μ, we can (1-α)% confident that the error does

not exceed a certain value е when the sample size of N,

Where:

(Riduwan and Kuncoro, 2013)

Information:

35

𝑛 = Number of samples

Zα = Size trust level with α = 0,05 (confidence level 95% means

𝑍1

2. 95% = 𝑍. 0,475 Found in table 1,96)

𝜎 = Standard deviation

𝑒 = Standart error that can be tolerated (5% = 0,05)

By calculation:

n =

From the calculation results, the samples obtained in the amount

of 96.04 to make it easier then rounded to 100 respondents. So in this

study will use the 100 respondents to the research sample.

C. Data Collection Technique

Data processing techniques are ways that can be used by researchers to

collect data. In this study, researchers will gather data could be a source of

primary and secondary sources:

1. Primary Data

Data used in this study are primary data. Primary data is the data obtained

directly from the first source. Data collection is done by:

a. Interview method

36

Interview method is a method of data collection with a question and

answer directly to the respondents to obtain more accurate data

respecting with issues to be discussed.

b. Questionnaire method

Questionnaire method is a method to obtain data that is done by

providing a list of questions that will be filled by respondents including

questions about the variable perceived quality, brand image and price

influencing purchase decision on customer of Indomilk in Tangerang

Selatan.

Questioner is a formalized set of questions to obtaining

information for respondents. It has three specific objectives (Malhotra,

2009: 330). Three specific objectives (Malhotra, 2009: 330):

1) The overriding objective is to translate the researcher’s information

needs into a set of specific questions that respondents are willing

and able to answer.

2) A questionnaire should be written to minimize demands imposed on

respondents. It should encourage them to participate in the entire

interview, without biasing their responses.

3) A questionnaire should minimize response error. These errors can

arise from respondents who give inaccurate answers or from

researchers incorrectly recording or analyzing their answer.

37

The questionnaire for this research will be filled out by the

respondents and will be include question about the variable perceived

quality, brand image and price influencing purchase decision on

customer of Bear Brand at Tangerang Selatan. In this questionnaire

there are two parts, which are:

Part I: Concerning the respondent data those are name, gender, age,

occupation and monthly income.

Part II: On the list of questions that will be filled by the respondent.

This study used a Likert scale measuring agreement and

disagreement of respondents in responses proposed the statement. Likert

scale is a measurement with five response categories ranging from

“strongly disagree” to “strongly agree”, which requires the respondents

to indicate a degree of agreement or disagreement with each of a series

of statements related to the stimulus objects (Maholtra, 2009).

The score of questionnaire assessment figures resulted in this study

is according to the Likert scale described in the methods used to

measure attitudes, opinions, and perceptions of a person or group of

persons on a social phenomenon (Sugiyono, 2015).

A measurement of each variable in this research using Likert scale

to measure attitudes, opinion and perceptions of individuals or groups

social phenomena (Sugiyono, 2015).

38

By using a Likert scale, the measurement variable is an indicator

variable that will be outlined. Using a Likert scale of five (5) levels to

express the attitude or the respondent’s answer as follows:

Table 3.1

Likert Scale

Strongly agree 5

Agree 4

Neutral 3

Disagree 2

Strongly disagree 1

Source: (Sugiyono, 2015)

2. Secondary Data

A secondary source is a source that does not directly provide data to

data collectors, for example through others or through documents. Secondary

data were generally obtained by the founders to provide additional

information and images for further processing. Secondary data used in this

study was obtained from books, journals, literature or other writings that are

considered related to the problems studied by using written reports or

documentation of previous studies and other information that can be retrieved

through the system online (internet).

39

In the process of secondary data collection, the researchers collected

data that are related and associated with the research. So it can support

materials to support this research.

D. Methods of Data Analysis

1. Validity Test

Validity test used to measure the validity of the data in the study.

According (Ghozali, 2016) validity test is used to measure the legitimacy of a

questionnaire.

Validity test is conduct by comparing the value of rcount (value of

Corrected Item-Total Correlation at Cronbach Alpha output) with r table value

for degree of freedom (df) = n – 2 with alpha = 0.05.

If rcount > rtable and it is positively correlated then the item or question is

valid. Or in other words the question item is said to be valid if the item score

has a positive and significant correlation with the total variable score.

2. Reliability Test

Reliability is a tool to measure a questionnaire which is an indicator of

variables or constructs. A questionnaire said to be reliable or reliable if

someone answers to questions are consistent or stable over time. SPSS

provides the facility to measure the reliability of the statistical test Cronbach

Alpha (α). a construct or variable said to be reliable if it provides value (α)

more than 0,60 (Wiratna Sujerweni, 2015).

40

In other words able to obtain precise data on the variables studied.

Testing of each item used item analysis, the reliability test is a measure of

stability and reliability testing instruments used in this study using Cronbach's

Alpha formula.

E. Classical Assumption Test

1. Normality Test

Reliability is a tool to measure a questionnaire which is an indicator of

variables or constructs. A questionnaire said to be reliable or reliable if

someone answers to questions are consistent or stable over time. SPSS

provides the facility to measure the reliability of the statistical test Cronbach

Alpha (α). a construct or variable said to be reliable if it provides value (α)

more than 0,60 (Wiratna Sujerweni, 2015).

There are several ways to detect normality to see the spread of the data

(points) on the diagonal axis of the graph. There are two ways to detect

whether residual normal distribution or not is by analysis of graphs and

statistical tests (test Kolmogorov - Smirnov), with the following explanation

(Ghozali, 2016).

1) Normality Test in Charts

One of the easiest ways to see the residual normality is to look at the

histogram graph that compares the distribution of observation data with

which to detect the normal distribution. However, just by looking at the

histogram this can be misleading, especially to the small sample size.

41

More reliable method is to look at normal probability plots comparing the

cumulative distribution of the normal distribution. The normal

distribution will form a straight diagonal line and residual plotting the

data will be compared with a diagonal line (Ghozali, 2016).

Basis for a decision in the normality test is:

1) If the data is spread around the diagonal line and follow the

direction of the diagonal line, the regressions meet the assumption

of normality.

2) If the data spread of the diagonal line and did not follow directions

or diagonal line, the regression model did not meet the assumption

of normality.

2) Normality Test in Statistics

Normality test graphically can be misleading if not carefully look at it.

Therefore it is recommended to complete normality test graphically

statistical normality test (Ghozali, 2016).

In addition to seeing the normal curve P-plot, the normality test can

also be performed using the Kolmogorov-Smirnov test. In Kolmogorov

Smirnov test the hypotheses that apply are:

H0 = Samples derived from data or population normally distributed.

Ha = Samples derived from data or populations that are not normally

distributed.

42

In this test if sig. < 0,05 then the data is not distributed normally.

However, if the value of sig. > 0,05 then the distributed data is normal

(Santoso, 2011).

2. Multicollinearity Test

Multicollinearity test aims to test whether the regression model found a

correlation between free variables of brand image, perceived quality, and

price. In the regression model is a good should not happen correlation

between independent variables (Ghozali, 2016).

A good regression model should not correlate between independent

variables. If the independent variables are correlated, then these variables are

not orthogonal. Orthogonal variable is the independent variable correlation

values between the members of the independent variables must be equal to

zero.

To detect the presence or absence multicollinearity in the regression

model are as follows:

a. The value of R2 generated by an empirical regression model estimate is

very high, but individually many independent variables were not

significantly affecting the dependent variable.

b. Analyze the correlation matrix of the independent variables. If there is

correlation between the independent variables are quite high (generally

above 0,90), then this is an indication of multicollinearity. The absence of

a high correlation between the independent variable does not mean free of

43

multicollinearity. Multicollinearity may be happen due to the combined

effect of two or more independent variables.

c. Multicollinearity can also be seen from: (1) The value of tolerance and

the opponent; (2) Variance Inflation Factor (VIF). Both these

measurements indicate each independent variable which explained by

other independent variable. In simple terms each independent variable the

dependent variable and regressed against other independent variables.

Tolerance measures the variability of independent variables was chosen

that are not explained by other independent variable. So a low tolerance

value equal to the value of a high VIF (for VIF = 1/Tolerance). Value

cutoff commonly used to indicate the presence multicollinearity is the

tolerance value < 10 or equal to VIF > 10 (Ghozali, 2016).

3. Heteroscedasticity

Heteroscedasticity test was conducted to test whether a regression

model occurred inequality residual variance from one observation to another

observation remains, and then called heteroscedasticity. If the points spread

above and below the number 0 on the Y axis without forming a particular

pattern, then there is no heteroscedasticity (Ghozali, 2016).

A good regression model is that homoscedasticity or did not happen

heteroscedasticity. Most of the data resection containing situation because this

data collect data representing a variety of sizes (small, medium and large).

44

There are several ways to detect the presence or absence of

heteroscedasticity. In this study to see Graph Plot between the predicted

values of the dependent variable (dependent) is ZPRED with residual

SRESID. Heteroscedasticity detection of the presence or absence can be done

by looking at whether there is a specific pattern on a scatterplot graph between

SRESID and ZPRED wherein Y is a Y axis that has been predicted, and the X

axis is the residual (prediction Y - Y in fact) who have in-studentized. With

the analysis if there is a specific pattern of regular (wavy, widened and then

narrowed), then identifying been going heteroscedasticity and if there is no

clear pattern, as well as the points spread above and below the number 0 on

the Y axis, then there is no heteroscedasticity (Ghozali, 2016).

F. Hypothesis Test

1. t- Test (Partial Test)

To determine whether the independent variables partially (individual)

have a significant influence on the dependent variable. The statistical T test

basically shows how far the influence of the independent variables

individually explaining the variation of the dependent variable Ghozali,

(2016).

The t-test was used to test the partial each variable. T test results can be

seen in the table on the column significant coefficient (significance). If the t

value or significance probability < 0,05, it can be said that there are significant

independent variable on the dependent variable partially.

45

However, if the probability value or significance t > 0,05, it can be said

that there is no significant effect of each variable on the dependent variable.

t - test formula: to = 𝑏𝑖𝑆𝑏𝑖

Where:

to = t value

bi = coefision regression

Sbi = standard error

Hypothesis based Significance namely:

a. If the number sig. > 0,05, then Ho is accepted

b. If the number sig. < 0,05, then Ho is rejected

2. F – Test (Simultaneous Test)

This test aims to prove whether the independent variables (X) simultaneously

(together) have an influence on the dependent variable (Y) (Ghozali, 2016).

If F count > F table, then Ho is rejected and Ha accepted, which means

that the independent variable has a significant effect on the dependent variable

using a significant level of 0,05 if the value of F count > F table then together

all independent variables affect the dependent variable. Additionally, you can

also see the value of probability. If the probability value less than 0,05 (for a

significance level of = 0,05), the independent variables jointly affect the

dependent variable. Meanwhile, if the probability value is greater than 0,05,

46

the independent variables simultaneously has no effect on the dependent

variable.

Formula F test

F = 𝑅2

𝐾⁄

(1−𝑅2)(𝑛−1−𝑘)⁄

Where:

R2 = multiple correlation coefficient squared

n = number of sample

Then it will be known whether this hypothesis simultaneously rejected

or accepted, while the form of simultaneous hypothesis is:

H0: β1 = β2 = β3 = 0 ; perceived value, brand image and price simultaneously

does not affect the process of purchase decision.

H0: β1 ≠ β2 ≠ β3 ≠ 0 ; perceived value, brand image and price satisfaction

simultaneously influence the process of purchase decision.

G. Multiple Linear Regression

1. Multiple Linear Regression

Multiple linear regression analysis is used to determine the effect of two

or more independent variables with one dependent variable displayed in the

form of a regression equation (Priyatno, 2016).

Analysis method in this research is a multiple linear regression that is

used to test perceived value, brand image and price toward process of

purchase decision. The equation of multiple linear regressions is as follows:

47

Where:

Y = Process of Purchase Decision

a = Constanta

e = Error sampling

X1 = Perceived Value

X2 = Brand Image

X3 = Price

β1, β2, β3= Regression coefficient

2. Coefficient of Determination (Adjusted R2)

The coefficient of determination analysis is used to determine the percentage

of contribution of the influence of independent variables simultaneously on

the dependent variable (Priyatno, 2016). According to Santoso (2001) in

Priyatno (2016) states that for regression with more than two independent

variables, adjusted R2 is used as the coefficient of determination.

In SPSS output, coefficient of determination lies on the table and writing

Summary Model Adjusted R². R² value of 1 means the influence entirely

dependent variable can be explained by the independent variables and no

other factors that lead to influence dependent variable. The coefficient of

determination is between zero and one. R² small value means the ability of the

independent variables in explaining the dependent variable is very limited.

Y = a + β1 X1 + β2 X2 + β3 X3 + e

48

Values close to the mean of independent variables provide almost all the

information needed to predict the variation of the dependent variable.

H. Variable Operational Research

Based on the core issues and hypotheses research on influence of perceived

value, brand image, and price toward process of purchase decision on

Indomilk consumer at Tangerang Selatan. The variables and indicators of this

research can be seen in the table below:

Table 3.1

Operational variable

Variable Sub variable Indicator Scale

Perceived Value (X1)

(Brock and Colgate

2007)

Functional

Value 1. Efficiency

2. Suitability of performance with

expectations

Likert

Experience

Value

3. Pleasure

4. Enjoyment

5. Interesting

Likert

Expressive

Value

6. Self-satisfaction

7. Personal meaning

8. Self-identity

9. Social Status

Likert

Cost/Sacrifice

Value 10. Consumer Energy

Likert

Brand Image (X2)

(Keller 2016)

Strengths 1. Product information connect

with the existing brand

knowledge

Likert

Favorable 2. Comfort

3. Reliable products

4. Messages can be delivered by a

product

5. Marketing communications

programs that support

6. Easily remembered

Likert

49

Variable Sub variable Indicator Scale

Brand Image

(X2)

(Keller 2016)

Uniqueness 7. Product attributes

8. Product functionality

9. Image enjoyed

Likert

Price (X3)

Stanton in

Rosvita (2010)

Affordability prices 1. Prices are based on consumers

purchasing ability Likert

Conformity with

quality products prices

2. Prices are based on quality

obtained by consumers Likert

Price competitiveness 3. Prices given by other

manufacture and compete in

the same product

Likert

Priced according to

benefits

4. Prices are based on the benefits

obtained consumer Likert

Process of

Purchase

Decision (Y)

Kotler and

Keller

(2016)

Determine the

problem 1. The process would need the

product. Likert

Searching the

information. 2. Sources of family, friends, and

organizations. Likert

Alternative evaluation. 3. Beliefs and attitudes.

Likert

Purchase decision 4. Brand selection

5. Buy the most preferred brand

Likert

Post-purchase decision 6. Satisfaction experience Likert

50

CHAPTER IV

RESEARCH ANALYSIS

A. General Overview Research Object

1. History of Indomilk

Indomilk is a milk beverage company headquartered in Jakarta, Indonesia.

The company is also known as PT. Australia Indonesian Milk Industries,

this company was founded in 1967 as an embodiment of foreign

investment and a pioneer in the manufacture of milk, later called as

sweetened condensed milk in modern Indonesia. Indomilk initially only

had 200 employees who continued to work on the development of the

company’s product.

PT. Australia Indonesian Milk Industries produced pasteurized milk

named Indomilk in early 1970, butter products with ORCHID BUTTER

brand and for the Golden Churn brand in 1972, and Indomilk powder milk

produced with the toll manufacturing system in 1985. In 1986 Indomilk

launched CAP ENAAK sweetened condensed milk after a change in the

status of domestic investment (PMDN). In 1988, Indomilk’s sweetened

condensed milk was imported by various countries such as Malaysia,

Singapore, Bangladesh, Vietnam, Myanmar, Taiwan, Middle East, Africa

and Latin America. Until 2008, Indomilk sheltered several subsidiaries

and various dairy products.

51

2. Vision and Mission

a. Vision

Become the leader of the milk market in Indonesia and build a leading

image in other countries through quality products.

b. Mission

Creating sustainable company added value by presenting PT.

INDOLAKTO is qualified throughout the world through good

business management and the best utilization of opportunities for

cooperation with foreign and domestic parties.

B. Data Quality Test

1. Validity and Reliability Result

To test whether the measuring instrument used to meet the requirements

of a good measuring tool, so as to produce data in accordance with what

is measured, before finishing data analysis based on the results of data

collected in advance test data through validity and reliability data test.

a. Validity Test

1) Result of Validity test

The research questionnaire of perceived value, brand image and price

towards process of purchase decision consists of 29 items. Correlation

calculation result for the score of each items statement with the total

score of four variable can be seen in the following table:

52

Table 4.1

Result of Validity Test

Questions Calculated

Value

R Table

value

Describe

Perceived Value (X1)

Perceived Value 1 0.601 0.361 Valid

Perceived Value 2 0.401 0.361 Valid

Perceived Value 3 0.451 0.361 Valid

Perceived Value 4 0.364 0.361 Valid

Perceived Value 5 0.705 0.361 Valid

Perceived Value 6 0.672 0.361 Valid

Perceived Value 7 0.422 0.361 Valid

Perceived Value 8 0.629 0.361 Valid

Perceived Value 9 0.595 0.361 Valid

Perceived Value 10 0.584 0.361 Valid

Brand Image (X2)

Brand Image 1 0.522 0.361 Valid

Brand Image 2 0.434 0.361 Valid

Brand Image 3 0.477 0.361 Valid

Brand Image 4 0.614 0.361 Valid

Brand Image 5 0.581 0.361 Valid

Brand Image 6 0.513 0.361 Valid

Brand Image 7 0.638 0.361 Valid

Brand Image 8 0.624 0.361 Valid

Brand Image 9 0.450 0.361 Valid

Price (X3)

Price 1 0.563 0.361 Valid

Price 2 0.691 0.361 Valid

Price 3 0.573 0.361 Valid

Price 4 0.594 0.361 Valid

Process of Purchase Decision (Y)

Process of Purchase Decision 1 0.444 0.361 Valid

Process of Purchase Decision 2 0.414 0.361 Valid

Process of Purchase Decision 3 0.498 0.361 Valid

Process of Purchase Decision 4 0.410 0.361 Valid

Process of Purchase Decision 5 0.717 0.361 Valid

Process of Purchase Decision 6 0.394 0.361 Valid

Source: primary data have been processed, 2018

53

Results try out table shows that 29 items of questionnaire given to

the 30 respondents has a value of r table greater than the score of r table

for 28 = 0.361 which means all items are valid.

b. Try Out Result of Reliability Test

Reliability test is used to test the consistency of the data within a certain

period, namely to determine the extent of measurement used can be

trusted or relied upon. According to Wiratna Sujerweni (2015) a variable

is said to provide reliable if the Cronbach Alpha values > 0.60 it means

design of the questionnaires in this research can be said as reliable. These

are the following results of reliability test:

Table 4.2

Try Out Result of Reliability Test

Variable Cronbach’s Alpha N of item Information

Perceived Value 0.723 10 Reliability

Brand Image 0.728 9 Reliability

Price 0.725 4 Reliability

Process of Purchase

Decision

0.651 6 Reliability

Source: SPSS primary data have been processed, 2018

Based on table above all the variables perceived value, brand image, price

and process of purchase decision has a Cronbach’s Alpha values above

0.60 then all variables are reliable.

C. Descriptive Respondents

Respondents in this research are the customers who bought Indomilk. The

number of customers who have been selected as respondents as many as 100

54

people with characteristics based on gender, age, work level, and income. The

demographic characteristics of the respondent’s classification can be

described as follows:

a. Respondents by Gender

Table 4.3

Respondents by Gender

Gender Frequency Percentage

Male 69 69%

Female 31 31%

Total 100 100%

Source: SPSS primary data have been processed, 2018

From table 4.3 above it is known that the 100 respondents who

bought indomilk consists of 69 people or 69% are male respondents and

31 or 31% are female respondents.

b. Respondents by Age:

Table 4.4

Respondents by Age

Age Frequency Percentage

< 25 years 82 82%

25 - 40 years 14 14%

> 40 years 4 4%

Total 100 100%

Source: SPSS primary data have been processed, 2018

From table 4.4 above is known that respondents who bought

Indomilk consists of 82 people or 82% of respondents aged < 25 years, 14

people or 14% of respondents aged 25 – 40 years and 4 people or 4% of

respondents aged > 40.

55

c. Respondents by Working Level

Table 4.5

Respondents by Working Level

Education Frequency Percentage

College 36 36%

Office worker 20 20%

Manager 14 14%

Entrepreneur 17 17%

Civil servant 13 13%

Total 100 100%

Source: SPSS primary data have been processed, 2018

From table 4.5 above it is known that the 100 respondents who

bought Indomilk consisting of 36 votes, or 36% of respondents to the level

of college, 20 votes, or 20% of respondents with a level of office worker,

14 people or 14% of respondents with the level of manager, 17 or 17% of

respondents with worker level entrepreneur and 13 people or 13% of

respondents with education level civil servant.

d. Respondent by Income per Month

Table 4.6

Respondent Income per Month

Income per month Frequency Percentage

< 3 million 56 56%

3-5 million 27 27%

> 5 million 17 17%

Total 100 100%

Source: SPSS primary data have been processed, 2018

From table 4.6 above it is known that the 100 respondents who

bought Indomilk, consisting of 56 people or 56% of respondents income <

56

3 million, 27 people or 27% of respondents income is 3-5 million, 17

people or 17% of respondents income is >5 million.

D. Statistic Descriptive

1. Variables Perceived Value (X1)

Results of answer from 100 respondents to the variable perceived value

(X1) which consists of 10 statements, the answers obtained are then

analyzed by using the percentage of respondents answer, the results can be

seen in the table below:

Table 4.7

Descriptive of Perceived Value Variable (X1)

No Question SD D N A SA

1 2 3 4 5

1 Indomilk has practical packaging 8 18 32 27 15

2 Indomilk is a product that meet my

expectation

10 15 26 40 9

3 Consuming Indomilk will increase

my mood

9 15 35 25 16

4 I enjoy all the flavor provided by

Indomilk

8 19 41 14 18

5 I like to consuming Indomilk

contnously

11 17 30 30 12

6 I feel satisfied after consuming

Indomilk

9 19 30 29 13

7 Indomilk is my favorite milk

product

9 17 31 26 17

8 Consuming Indomilk can show

who I really am

7 16 36 22 19

9 Consuming Indomilk can show my

social status

7 18 27 26 22

10 I do not neede a lot of time and

effort to get Indomilk

10 15 38 13 24

Total 88 169 326 252 165

57

Percentage (%) 8.8

%

16.9

%

32.6

%

25.2

%

16.5

%

Here is the answer most respondents from the dissemination of 10

question about Perceived Value variable (X1), namely:

- Strongly Disagree, as much as 88 or 8.8% are obtained from

(88/1000x100)

- Disagree, as much as 169 0r 16.9% are obtained from

(169/1000x100)

- Neutral, as much as 326 or 32.6% are obtained from (326/1000x100)

- Agree, as much as 252 or 25.2% are obtained from (252/1000x100)

- Strongly Agree, as much as 165 or 16.5% are obtained from

(165/1000x100)

Based on the results of questionnaires spread for Perceived Value

variable (X1) seen from the highest respondent answers on the answer

“Neutral” that is as much as 32.6% so it can be concluded that perceived

value on Indomilk consumer in South Tangerang is good.

2. Variables Brand Image (X2)

The result of answer from 100 respondents to Brand Image (X2) which

consists of 9 statements, the answers obtained are then analyzed by using

the percentage of respondents answer, the results can be seen in the table

below:

58

Table 4.8

Descriptive of Brand Image Variable (X2)

No. Question SD D N A SA

1 2 3 4 5

1 Indomilk is a good

quality product than any

other milk product

9 14 27 27 23

2 Indomilk product is easy

to get

11 13 33 27 16

3 Indomilk have a good

quality procuct

6 21 25 27 21

4 Indomilk give a good

impression to consumer

9 17 23 29 22

5 Indomilk marketing

activity performed well

10 18 25 33 14

6 Indomilk brand is easily

remembered

10 20 29 22 19

7 The design of Indomilk

product is unique

9 18 31 19 23

8 Indomilk is a healthy

milk

9 15 33 26 17

9 Indomilk have a good

image

11 15 32 24 18

Total 84 151 258 234 173

Percentage (%) 9.3% 16.8% 28.6% 26% 19.3%

Here is the answer most respondents from the dissemination of 9 question

about Brand Image variable (X2), namely:

- Strongly Disagree, as much as 84 or 9.3% are obtained from

(84/900x100)

- Disagree, as much as 151 or 16.8% are obtained from

(151/900x100)

- Neutral, as much as 258 or 28.6% are obtained from (258/900x100)

- Agree, as much as 234 or 26% are obtained from (234/900x100)

59

- Strongly Agree, as much as 173 or 19.3% are obtained from

(173/900x100)

Based on the results of questionnaires spread for Brand Image

variable (X2) seen from the highest respondent answers on the answer

“Neutral” that is as much as 28.6% so it can be concluded that brand

image on Indomilk consumer in South Tangerang is good.

3. Variables Price (X3)

The result of answer from 100 respondents to Price (X3) which consists of

4 statements, the answers obtained are then analyzed by using the

percentage of respondents answer, the results can be seen in the table

below:

Table 4.9

Descriptive of Price Variable (X3)

No Question SD D N A SA

1 2 3 4 5

1 The price of Indomilk is

affordable

13 17 19 29 22

2 The price of Indomilk are in

accordance with the products

offered

11 18 25 27 19

3 The price of Indomilk can

compete with another milk

product

14 17 19 33 17

4 The price of Indomilk

correspond with the benefits

that I get

10 11 18 36 25

Total 48 63 81 125 83

Percentage 12% 15.7

%

20.3

%

31.3

%

20.7

%

60

Here is the answer most respondents from the dissemination of 4 question

about Price variable (X3), namely:

- Strongly Disagree, as much as 48 or 12% are obtained from

(48/400x100)

- Disagree, as much as 63 or 15.7% are obtained from (63/400x100)

- Neutral, as much as 81 or 20.3% are obtained from (81/400x100)

- Agree, as much as 125 or 31.3% are obtained from (125/400x100)

- Strongly Agree, as much as 83 or 20.7% are obtained from

(83/400x100)

Based on the results of questionnaires spread for Price variable (X3)

seen from the highest respondent answers on the answer “Agree” that is as

much as 31.3% so it can be concluded that price on Indomilk consumer in

South Tangerang is good.

4. Variables Process of Purchase Decision (Y)

The result of answer from 100 respondents to Process of Purchase Decision

(Y) which consists of 6 statements, the answers obtained are then analyzed

by using the percentage of respondents answer, the results can be seen in

the table below:

Table 4.10

Descriptive of Process of Purchase Decision Variable (Y)

No Question SD D N A SA

1 2 3 4 5

1 Indomilk product is reachable 7 20 23 26 24

61

No Question SD D N A SA

1 2 3 4 5

2 Consumer opinion about

Indomilk product are good

11 23 25 23 18

3 Indomilk product have a good

value in consumer perception

14 34 32 13 7

4 Indomilk have a good brand 11 19 32 27 11

5 I prefer Indomilk then any other

product

12 15 24 32 17

6 Indomilk product gave me

satisfaction

11 13 20 26 30

Total 66 124 156 147 107

Percentage 11

%

20.7

%

26

%

24.5

%

17.8

%

Here is the answer most respondents from the dissemination of 6 question

about process of purchase decision variable (Y), namely:

- Strongly Disagree, as much as 66 or 11% are obtained from

(66/600x100)

- Disagree, as much as 124 or 20.7%% are obtained from

(124/400x100)

- Neutral, as much as 156 or 26% are obtained from (156/600x100)

- Agree, as much as 147 or 24.5% are obtained from (147/600x100)

- Strongly Agree, as much as 107 or 17.8% are obtained from

(107/600x100)

Based on the results of questionnaires spread for process of purchase

decision variable (Y) seen from the highest respondent answers on the

answer “Neutral” that is as much as 26% so it can be concluded that price

on Indomilk consumer in South Tangerang is good.

62

E. Classical Assumption Test

1. Normality Test

The normality test aims to test whether in the regression model, the

annoying or residual variable has a normal distribution. If this assumption

is violated then the statistical test becomes invalid for small sample

quantities (Ghozali, 2016).

Table 4.11

One-Sample Kolmogorov-Smirnov Test

Unstandardized Residual

N 100

Normal Parametersa,b

Mean .0000000

Std.

Deviation

2.64317533

Most Extreme

Differences

Absolute .066

Positive .066

Negative -.047

Test Statistic .066

Asymp. Sig. (2-tailed) .200c,d

a. Test distribution is Normal.

b. Calculated from data.

c. Lilliefors Significance Correction.

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

63

Source: primary data have been processed (2018).

Test results show that Asymp value. Sig. (2-tailed) of 0.200 greater

than 0.05 so it can be concluded that the research model has a normal data

distribution. While the value of Test Statistic is 0.200, it means that the

residual data is normally distributed.

For normality tests, the author also uses the Normal P-Plot chart. The

table can be seen below:

Figure 4.1

Result of normality test

Source: primary data have been processed (2018)

Normality test with a normal probability plot requires that the data

spreading should be around the diagonal line and follow the direction of

the diagonal line. Based on the picture above can be concluded that the data

in this study qualifies the normal probability plot so that the regression

64

model in the study meets the assumption of normality (normal

distribution). This means that the data in this study comes from a

population that is normally distributed.

2. Multicollinearity Test

Multicollinearity test is done by calculating the value of variance inflation

factor (VIF) of each independent variable. Multicollinearity occurs when

the Variance Inflation Factor (VIF) value exceeds 10. If the Variance

Inflation Factor (VIF) score of less than 10 indicates the correlation

between the independent variables can still be tolerated. The results of this

Multicollinearity test can be seen in the table below:

Table 4.12

Result of Multicollinearity Test

Coefficientsa

Model

Unstandardiz

ed

Coefficients

Standar

dized

Coeffic

ients

t Sig.

Collinearity

Statistics

B

Std.

Error Beta

Toler

ance VIF

1 (Constant) 3.230 1.008 3.203 .002

Perceived

Value

.154 .055 .262 2.797 .006 .292 3.430

Brand Image .170 .064 .296 2.676 .009 .210 4.770

Price .434 .131 .362 3.328 .001 .218 4.597

a. Dependent Variable: Process of Purchase Decision

Source: Primary data have been processed (2018)

Based on the above coefficients table, the value of Variance Inflation

Factor (VIF) of each independent variable has no value more than 10, so

65

it can be concluded that the regression model in this study does not

contain Multicollinearity.

3. Heteroscedasticity Test

Heteroscedasticity test was conducted to test whether a regression model

occurred inequality residual variance from one observation to another

observation remains, and then called heteroskedasticity. If the points

spread above and below the number 0 on the Y axis without forming a

particular pattern, then there is no heteroscedasticity (Ghozali, 2016).

Heteroscedasticity test in graph (Scatterplot) detection of the presence or

absence of heteroskedasticity can be done by looking whether there is a

specific pattern on a scatterplot graph between SREID and ZPREID

wherein Y is the Y axis is predictable, and the X axis is the

residual(prediction Y - Y in fact) who have been in student zed. (Ghozali,

2016).

Figure 4.2

Result of Heteroscedasticity Test

Source: primary data have been processed (2018)

66

Based on the Scatterplot image above it can be seen that the dots do

not form a clear pattern, and the spots spread above and below the number 0

on the Y axis. So it can be concluded that there is no problem of

heteroscedasticity in the regression model.

F. Hypothesis Test Result

1. Partial Test (t-test)

Comparing the statistic t value with the critical value according to the

table. If the t statistic value of the calculation results is higher than the t table

value, we accept an alternative hypothesis which states that an independent

variable individually affects the dependent variable (Ghozali, 2016).

Table 4.13

Result of t-test

Coefficientsa

Model

Unstandardized

Coefficients

Standardiz

ed

Coefficient

s

t Sig. B Std. Error Beta

1 (Constant) 3.230 1.008 3.203 .002

Perceived

Value

.154 .055 .262 2.797 .006

Brand Image .170 .064 .296 2.676 .009

Price .434 .131 .362 3.328 .001

a. Dependent Variable: Process of Purchase Decision

67

Source: primary data have been processed (2018)

Based on t test results table above to determine the influence of each

independent variable partial (individual) on the dependent variable is as

follows:

a. Effect of Variable Perceived Value (X1) on Process of Purchase

Decision (Y)

In Table 4.13 t-test, perceived value variable (X1) to process of

purchase decision (Y) showed a significant value 0.006 < 0,05, Because

sig. < a, it can be concluded that there is significant influence between

perceived value on process of purchase decision received (Ha accepted

and Ho rejected), it can be stated that perceived value (X1) have a

significant effect on process of purchase decision (Y).

So the results of the above analysis show that the effect on the

variables of perceived value on process of purchase decision on Indomilk

consumer at Tangerang Selatan.

b. Effect of Variable Brand Image (X2) on Process of Purchase Decision

(Y)

In Table 4.13 t-test, the variable brand image (X2) on process of purchase

decision (Y) shows significant value 0,009 < 0,05, Because sig. < a, it can

be concluded that there is significant influence between brand image to

process of purchase decision received (Ha accepted and Ho rejected), it

68

can be stated that brand image (X2) have a significant effect on process of

purchase decision (Y).

This is consistent with previous studies conducted by Sulistyawati in

(2010), entitled The analysis of influence brand image and product

quality toward purchase decisions on laptop acer brand in Semarang, the

results indicate that the brand image have significant effect on purchase

decision.

c. Effect of Variable Price (X3) on Purchase Decision (Y).

In Table 4.13 t-test, the variable price (X3) on process of purchase

decision (Y) shows significant value 0,001 < 0,05, Because sig. < a, it can

be concluded that there is significant influence between price to process

of purchase decision received (Ha accepted and Ho rejected), it can be

stated that price (X3) have a significant effect on process of purchase

decision (Y).

So the results of the above analysis show that the variable price effect

on purchase decision. This is consistent with previous studies conducted

by Hustic and Gregurec (2015) entitled “The Influence of Price on

Customer’s Purchase Decision", the results show that price have

significant effect on purchase decision.

2. Simultaneous Test (f-Test)

This test aims to prove whether the independent variables (X) simultaneously

(together) have an influence on the dependent variable (Y) (Ghozali, 2016). If

69

F count > F table, then Ho is rejected and Ha accepted, which means that the

independent variable has a significant effect on the dependent variable using a

significant level of 0,05 if the value of F count > F table then together all

independent variables affect the dependent variable. Additionally, you can

also see the value of probability. If the probability value less than 0,05 (for a

significance level of = 0,05), the independent variables jointly affect the

dependent variable. Meanwhile, if the probability value is greater than 0,05,

the independent variables simultaneously has no effect on the dependent

variable.

Table 4.14

Result of simultaneous f-test

From result of analysis in table above that is ANOVA test obtained F-

count value equal to 97.857, while F-table ( 0,05) for df2 (n = 96) and df1 = 3

equal to 2.70. So Fcount > from Ftable (0,05) or 97.857 > 2.70 with 0.05

significant level, it can be said that Mobile perceived value, brand image, and

ANOVAa

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regressi

on

2115.099 3 705.033 97.857 .000b

Residual 691.651 96 7.205

Total 2806.750 99

a. Dependent Variable: Process of Purchase Decision

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

Source: Primary data has been processed (2018)

70

price together or simultaneously have a positive effect on process of purchase

decision (Y).

G. Result of Multiple Linear Regression Analysis

The analysis technique used in this research is multiple linear

regression analysis. Multiple linear regression analysis was used as statistical

analysis tools for the study was designed to examine the variables that

influence of the independent variable on the dependent variable in which the

variables used in this study is more than one. This study was followed by

testing the model significance and interpretation of the regression model.

Table 4.15 Results of Multiple Linear Regression Analysis

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) 3.230 1.008 3.203 .002

Perceived Value .154 .055 .262 2.797 .006

Brand Image .170 .064 .296 2.676 .009

Price .434 .131 .362 3.328 .001

a. Dependent Variable: Process of Purchase Decision

Source: Primary data has been processed (2018)

Based on the results obtained from the regression coefficients above, it

can be made a regression equation as follows:

Y = 3.230 + 0,154X1 + 0,170X2 + 0,434X3 + e

71

Where:

Y = Process of Purchase Decision

a = Constanta

X1 = Perceived Value

X2 = Brand Image

X3 = Price

β1 = Coefficient of Perceived Value

β2 = Coefficient of Brand Image

β3 = Coefficient of Price

e = Standard Error

Based on the table above, it can be concluded that among the

independent variables in this research have dominant influence is price

with the value 0.434 or equal to 43.4%.

H. Test Result for Coefficient of Determination (R2)

In SPSS output, coefficient of determination lies on the table and

writing Summary Model Adjusted R². R² value of 1, meaning the influence

entirely dependent variable can be explained by the independent variables and

72

no other factors that lead to influence the dependent variable. The coefficient

of determination is between zero and one. R² small value means the ability of

the independent variables in explaining the dependent variable is very limited.

Values close to the mean of independent variables provide almost all the

information needed to predict the variation of the dependent variable

(Ghozali, 2016).

Table 4.16

Coefficient of Determination Test Result

Model Summary

Mo

del R

R

Squa

re

Adjuste

d R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Square

Change

F

Chan

ge df1 df2

Sig. F

Change

1 .881a .777 .770 4.4740

4

.777 111.3

08

3 96 .000

a. Predictors: (Constant), Price, Perceived Value, Brand Image

Source: primary data have been processed (2018)

Based on the table above, the Summary Model produces an Adjusted R

Square value of 0.770, meaning that Perceived Value (X1), Brand Image (X2)

and Price (X3) have an influence of 77% on Process of Purchase Decision (Y)

whereas the rest of 23% influential with other factors not examined by the

authors in this study.

73

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

Based on the results of analysis and discussion in the previous chapter then

obtained regarding to conclusions, analysis of perceived value, brand image

and price toward process of purchase decision. These conclusions include:

1. There is significant influence between perceived value and process of

purchase decision on Indomik consumer on Tangerang Selatan.

2. There is significant influence between brand image and process of

purchase decision on Indomik consumer on Tangerang Selatan.

3. There is significant influence between price and process of purchase

decision on Indomik consumer on Tangerang Selatan.

4. Perceived value, brand image and price simultaneously influence

process of purchase decision on Indomik consumer on Tangerang

Selatan.

5. The most dominant variable is a variable price where beta coefficient

value is highest among other variables (0.434).

B. Recommendation

Based on the conclusions obtained in the research, then there are

various suggestions put forward by the researchers based on the results of the

study as follows:

74

1. For PT. Indolakto

a) Continual improvement of the perceived value is highly recommended

because of the t test results prove that in partial, it has a positive

influence on process of purchase decision at PT. Indolakto. PT.

Indolakto should make innovation to improve the consumers perceived

Value of Indomilk to increase the consumers of PT. Indolakto.

In accordance to improving the consumer perceived value

researcher suggest PT. Indolakto to benchmarking for a continuous

process to find and implement best practices that will lead to superior

performance, start from the improvement for their existing product up to

the development for their upcoming product.

b) Continuous improvement of brand image is strongly recommended

because of the t test results prove that in partial, it has a positive

influence on purchase decision at PT. Indolakto. PT. Indolakto has to

improve their branding to enhance the consumers brand image of

Indomilk to increase the consumers of PT. Indolakto.

Researchers suggest that PT. Indolakto need to conduct more

marketing activity such as increasing their door to door campaign to

school, or make a sports league event to attract a new consumer and

maintain their old consumer.

For further research, assessment needs to be done in a way to develop

research variables with the larger sample and population. This assessment is

75

expected to find new things that could be beneficial to the science

development, especially in the field of marketing.

76

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Ma’ruf, Handri. “Pemasaran Ritel”. Gramedia Pustaka, Jakarta. 2005.

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Jakarta. 2013.

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Sangadji, E. M., dan Sopiah,. “Consumer Behavior: Perilaku konsumen dan strategi

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Schifman, L.G dan Leslie Lazar Kanuk. “Consumers Behavior”, Edisi ke 7. New

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78

Attachment 1

KUESIONER

THE INFLUENCE OF PERCEIVED VALUE, BRAND IMAGE AND PRICE TOWARDS PROCESS OF

PURCHASE DECISION.

(Case Study of Liquid Milk INDOMILK consumer in TANGERANG SELATAN)”

Kepada Yth:

Para Responden

Saya pengirim kuesioner ini:

Nama : M. Priyo Wicaksono

NIM : 1112081100002

Status : Mahasiswa Manajemen Pemasaran Univ. Islam

Negeri Syarif Hidayatullah Jakarta.

Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S I) Universitas Islam

Negri Syarif Hidayatullah Jakarta, saya memerlukan informasi untuk mendukung penelitian

yang sedang saya lakukan.

79

Saya mohon partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar umtuk memberikan

informasi melalui kuesioner ini. Semua informasi yang diperoleh dari kuesioner ini hanya

akan digunakan untuk kepentingan penelitian ini.

Partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar merupakan kunci keberhasilan penelitian

ilmiah ini. Atas perhatian dan kesedian Bapak/ Ibu, Mahasiswa/ Pelajar meluangkan waktu

untuk mengisi dan mengembalikan kuesioner ini, saya ucapkan terimakasih banyak.

DATA RESPONDEN

PETUNJUK : Pertanyaan pilihan ganda isi dengan menyilang a, b atau c

Nama (Alias) :

Jenis kelamin : a. Pria b. Wanita

Alamat rumah :

Usia : a. < 25 th b. 25-40 th c. > 40

Pekerjaan :

Penghasilan : a. < 3 juta b. 3-5 juta c. > 5 juta

80

PETUNJUK PENGISIAN

Untuk pernyataan di bawah ini pilihlah salah satu jawaban yang menurut Anda

paling tepat dengan cara memberikan tanda (X) atau (√) di dalam kolom pilihan yang

tersedia, pada alternatif jawaban yang terdiri dari:

Jawaban Responden

Skor

Sangat Tidak Setuju

1

Tidak Setuju

2

Netral

3

Setuju

4

81

Penulis mohon kepada Bapak/Ibu/Saudara untuk memberikan jawaban dengan keadaan yang sebenarnya, yang Bapak/Ibu/Saudara rasakan terhadap aspek tersebut di atas.

Atas kesediaan Bapak/Ibu/Saudara memberikan jawaban pada kuesioner ini saya ucapkan terima kasih.

KUESIONER PERCEIVED VALUE (X1)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Indomilk memiliki kemasan yang praktis

2. Indomilk merupakan produk susu yang sesuai dengan

ekspektasi saya

3. Dengan mengkonsumsi Indomilk bisa meningkatkan suasana

hati saya

4. Saya menikmati rasa yang ditawarkan oleh Indomilk

5. Saya tertarik untuk terus mengkonsumsi produk Indomilk

6. Saya merasa puas setelah mengkonsumsi produk Indomilk

7. Indomilk merupakan produk susu favorit saya

8. Mengkonsumsi Indomilk bisa menunjukan identitas diri saya

9. Mengkonsumsi Indomilk bisa menunjukan status social saya

10. Saya tidak membutuhkan banyak waktu dan usaha untuk

memilik dan menggunakan Indomilk

82

KUESIONER BRAND IMAGE (X2)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 4

1. Indomilk merupakan produk susu berkualitas dibanding

produk susu lainnya

2. Indomilk mudah didapatkan

3. Indomilk adalah produk susu yang berkualitas baik

4. Produk indomilk memberikan kesan yang positif kepada

konsumen

5. Kegiatan pemasaran indomilk dilakukan dengan

baik

6. Merek Indomilk mudah diingat

7. Desain produk indomilk memiliki tampilan yang

unik

8. Indomilk merupakan produk yang menyehatkan

9. Indomilk memiliki citra yang baik bagi konsumen

83

KUESIONER PRICE (X3)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Harga produk indomilk terjangkau

2. Harga produk indomilk sesuai dengan produk yang

ditawarkan

3. Harga produk indomilk dapat bersaing dengan

produk lainnya

4. Harga produk indomilk sesuai dengan manfaat yang

saya rasakan

84

KUESIONER PROCESS OF PURCHASE DECISION (Y)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Produk Indomilk mudah didapatkan

2. Opini konsumen terhadap indomilk baik

3. Produk Indomilk memiliki nilai yang baik dimata

konsumen

4. Merek Indomilk merupakan merek dengan nilai

yang baik

5. Konsumen melakukan pembelian terhadap produk

indomilk dari pada produk lainnya

6. Indomilk memberikan nilai kepuasan terhadap

konsumen

85

Attachment 2

Perceived Value (X1)

No 1 2 3 4 5 6 7 8 9 10 Total

1 3 3 2 3 3 4 4 5 5 3 35

2 4 4 4 5 4 4 3 3 3 3 37

3 3 3 3 3 2 3 3 3 4 4 31

4 3 3 3 3 3 3 4 3 3 3 31

5 3 5 3 3 5 5 4 3 5 3 39

6 3 4 3 2 4 2 4 5 4 5 36

7 3 3 3 3 3 3 4 3 4 3 32

8 3 3 3 2 4 4 4 3 4 3 33

9 3 4 4 3 5 5 3 4 5 5 41

10 4 5 3 4 3 3 3 4 2 5 36

11 4 4 3 3 3 3 4 3 3 3 33

12 5 1 5 5 5 5 4 5 5 5 45

13 3 4 3 2 3 3 3 3 3 3 30

14 3 4 4 4 3 5 5 3 4 5 40

15 2 3 4 3 4 3 3 3 3 5 33

16 5 4 4 4 5 4 4 5 5 5 45

17 2 4 3 4 4 4 5 3 5 3 37

18 3 4 3 3 3 4 3 4 3 3 33

19 4 3 3 3 4 5 5 5 5 5 42

20 3 4 4 2 4 4 4 5 4 3 37

21 3 4 4 3 4 4 2 2 3 3 32

22 4 3 5 3 4 4 5 3 4 3 38

23 3 4 5 3 1 1 1 3 5 2 28

24 4 3 4 2 3 4 4 4 5 5 38

25 3 3 4 4 3 4 3 3 3 3 33

26 3 4 3 3 4 3 4 4 5 3 36

27 3 3 3 4 4 4 4 4 4 3 36

28 3 4 3 4 3 3 3 3 3 3 32

29 4 4 4 2 4 4 3 3 2 5 35

30 3 4 3 3 4 5 4 4 3 3 36

31 4 4 4 3 4 4 3 3 4 4 37

32 3 4 4 5 3 3 3 4 3 3 35

33 4 4 4 4 5 3 5 4 4 4 41

34 5 4 4 3 2 5 3 3 3 5 37

35 5 3 4 3 3 5 4 4 5 5 41

36 3 4 2 3 4 4 4 3 3 3 33

37 4 4 3 4 4 3 3 4 4 3 36

86

38 4 4 3 4 4 4 5 5 5 4 42

39 5 3 3 3 4 3 3 3 4 5 36

40 4 3 4 3 3 3 3 3 3 3 32

41 5 3 3 5 4 3 5 3 3 3 37

42 5 4 5 3 5 4 5 5 3 5 44

43 4 5 4 5 3 4 4 5 5 5 44

44 3 3 4 3 3 3 4 3 4 3 33

45 4 3 3 3 3 3 3 3 3 3 31

46 3 3 4 5 4 4 3 3 5 5 39

47 5 4 5 4 4 4 5 4 4 5 44

48 3 3 5 3 3 3 3 4 4 4 35

49 3 4 3 4 3 3 4 4 3 3 34

50 4 5 3 5 3 3 3 5 5 3 39

51 3 3 3 3 2 2 2 3 3 3 27

52 3 3 2 3 2 3 3 2 3 3 27

53 2 2 2 3 2 2 3 3 2 3 24

54 3 3 2 1 2 2 3 3 3 3 25

55 2 2 5 3 3 2 2 2 2 3 26

56 3 3 2 2 3 3 3 2 2 3 26

57 2 2 2 3 3 2 3 2 3 2 24

58 3 3 3 1 2 3 3 3 3 3 27

59 2 2 2 3 2 3 2 3 2 2 23

60 2 2 3 2 3 3 2 2 2 2 23

61 3 3 3 2 2 3 3 3 3 2 27

62 2 2 2 2 3 3 3 3 2 2 24

63 3 3 3 2 2 3 3 3 2 2 26

64 1 1 2 5 1 2 2 2 2 1 19

65 2 2 1 2 1 2 2 1 1 1 15

66 1 1 5 2 2 1 1 1 2 2 18

67 2 2 1 1 1 2 2 2 1 1 15

68 1 1 2 5 1 1 2 2 2 2 19

69 2 2 1 1 2 2 2 2 1 1 16

70 1 1 1 2 2 2 1 1 1 2 14

71 2 2 3 2 1 1 1 2 2 2 18

72 1 1 1 2 2 2 1 1 2 2 15

73 2 2 2 1 2 1 1 1 2 2 16

74 2 2 2 4 1 1 1 3 2 2 20

75 1 1 1 1 1 1 2 2 2 1 13

76 2 2 5 1 2 2 2 1 1 1 19

77 2 2 1 1 1 1 2 2 2 1 15

78 1 1 1 2 2 2 2 1 1 1 14

87

79 2 2 1 5 1 2 2 3 4 4 26

80 1 1 3 2 1 1 2 2 3 1 17

81 4 4 4 5 5 5 4 4 4 5 44

82 5 5 4 2 4 4 4 5 4 4 41

83 5 5 4 5 3 4 5 5 5 5 46

84 4 4 3 3 3 4 5 2 4 3 35

85 4 4 4 3 4 2 3 4 5 2 35

86 4 4 4 3 3 3 4 4 4 3 36

87 5 4 3 5 5 4 4 5 5 5 45

88 4 4 3 3 3 4 4 4 4 3 36

89 4 5 5 5 4 5 1 4 5 5 43

90 4 4 5 3 4 5 1 5 4 4 39

91 4 1 2 3 4 3 5 3 4 5 34

92 5 4 5 4 4 4 5 4 5 4 44

93 5 5 5 5 4 2 5 2 3 4 40

94 4 4 2 5 5 4 4 5 5 4 42

95 5 5 5 3 4 2 5 5 5 3 42

96 4 4 3 3 3 5 3 4 3 4 36

97 5 4 4 3 5 5 5 4 4 4 43

98 4 4 5 5 5 4 5 5 4 5 46

99 4 4 5 5 5 4 4 5 4 5 45

100 2 4 3 3 4 2 2 5 1 1 27

Brand Image (X2)

No 1 2 3 4 5 6 7 8 9 Total

1 5 3 5 4 3 5 4 4 3 36

2 5 3 3 3 2 5 3 5 4 33

3 3 4 5 5 5 5 3 5 3 38

4 4 5 4 4 3 4 3 3 3 33

5 2 3 4 5 5 5 5 5 4 38

6 5 4 4 5 3 5 5 5 4 40

7 3 4 2 5 2 4 2 3 5 30

8 5 4 5 5 4 5 3 4 5 40

9 3 4 4 4 3 3 3 3 3 30

10 4 3 5 4 4 3 3 3 5 34

11 3 3 3 4 4 4 3 3 3 30

12 3 4 4 4 5 3 3 4 5 35

13 4 5 5 5 5 5 5 5 4 43

88

14 4 5 5 5 4 3 5 5 5 41

15 3 3 4 4 4 3 3 4 3 31

16 4 4 5 3 4 3 3 3 5 34

17 4 5 3 4 5 4 4 4 4 37

18 5 3 5 5 4 4 5 3 3 37

19 5 4 4 4 5 5 5 5 4 41

20 4 3 3 3 4 3 3 3 4 30

21 2 4 4 4 3 2 3 5 5 32

22 3 5 4 4 4 4 3 4 3 34

23 2 2 2 2 3 5 5 3 3 27

24 4 3 4 4 3 4 3 3 3 31

25 5 3 4 4 4 5 5 5 4 39

26 4 4 4 3 3 3 4 3 3 31

27 4 2 5 2 4 3 3 5 3 31

28 5 4 5 5 5 4 5 4 5 42

29 3 3 4 4 3 3 3 4 3 30

30 5 4 3 3 2 5 5 3 4 34

31 3 3 4 4 4 3 4 3 3 31

32 5 4 4 4 5 4 5 3 5 39

33 3 3 3 3 4 3 3 3 3 28

34 3 5 3 3 4 3 5 4 5 35

35 4 4 5 5 4 4 4 4 5 39

36 4 3 3 3 3 4 3 5 2 30

37 3 3 4 4 4 3 4 3 3 31

38 5 4 5 3 5 3 2 5 2 34

39 3 3 3 3 4 3 3 3 3 28

40 4 5 5 5 4 4 4 5 5 41

41 5 4 3 3 4 4 4 3 3 33

42 3 3 2 5 3 3 4 3 3 29

43 3 3 3 3 3 3 4 4 3 29

44 4 5 4 4 4 3 5 4 3 36

45 3 3 3 3 3 3 4 4 3 29

46 4 3 3 4 5 5 4 4 4 36

47 4 3 3 3 3 3 3 3 3 28

48 5 4 4 4 4 3 5 4 4 37

49 4 3 3 3 3 3 3 3 3 28

50 4 4 4 4 4 4 4 4 2 34

51 3 3 3 4 3 3 3 3 3 28

52 2 2 2 3 3 2 2 3 3 22

53 3 3 3 3 2 2 3 3 2 24

54 2 2 2 2 3 3 3 3 2 22

89

55 3 2 2 2 3 3 2 3 2 22

56 2 3 3 3 3 2 3 3 2 24

57 3 3 3 3 2 2 2 3 3 24

58 2 2 3 2 1 1 2 2 3 18

59 3 3 2 2 3 2 3 2 2 22

60 3 2 2 2 1 1 3 3 2 19

61 2 3 3 3 2 2 1 3 3 22

62 3 3 2 3 3 1 2 2 3 22

63 3 3 3 2 2 2 3 2 3 23

64 3 1 1 1 2 2 2 1 1 14

65 1 1 2 2 2 2 1 1 1 13

66 1 1 2 1 1 2 2 1 1 12

67 2 2 2 1 1 2 2 2 1 15

68 1 1 2 2 2 1 2 2 2 15

69 2 2 2 2 2 1 1 1 2 15

70 3 1 2 1 1 1 2 2 2 15

71 1 2 1 2 2 2 2 1 1 14

72 1 1 1 2 1 2 2 1 1 12

73 2 1 1 2 2 2 1 2 2 15

74 2 1 1 1 2 2 2 1 2 14

75 1 1 1 2 2 2 1 1 1 12

76 1 1 2 2 1 1 1 2 1 12

77 1 1 2 1 1 2 1 2 1 12

78 2 2 2 1 2 1 2 2 1 15

79 2 2 2 1 1 1 1 1 1 12

80 1 2 2 2 1 1 1 2 2 14

81 5 5 4 4 4 5 5 4 5 41

82 4 4 4 5 2 5 5 5 4 38

83 4 4 4 1 3 2 4 4 4 30

84 4 5 3 4 3 4 2 2 4 31

85 4 4 5 4 4 2 3 3 4 33

86 4 4 4 3 3 3 3 3 4 31

87 4 4 5 5 5 4 5 5 4 41

88 3 3 4 4 4 3 3 3 4 31

89 4 4 5 5 4 5 4 4 3 38

90 5 5 4 5 4 4 5 4 4 40

91 5 4 5 5 4 4 4 2 4 37

92 4 5 5 5 4 5 5 4 4 41

93 5 5 3 4 5 3 5 4 5 39

94 4 4 5 3 2 4 2 2 4 30

95 5 5 4 4 4 4 4 4 4 38

90

96 5 3 5 5 5 5 5 5 5 43

97 5 5 2 5 4 5 5 4 5 40

98 5 4 3 5 4 4 4 5 4 38

99 5 3 4 5 5 5 4 4 5 40

100 5 5 5 4 4 4 5 4 5 41

Price (X3)

No 1 2 3 4 Total

1 3 3 4 5 15

2 3 4 5 3 15

3 4 4 3 4 15

4 5 4 4 5 18

5 5 5 5 4 19

6 3 3 4 4 14

7 1 3 1 4 9

8 3 4 4 4 15

9 5 3 3 3 14

10 4 5 3 4 16

11 3 5 3 4 15

12 4 5 4 5 18

13 4 5 5 5 19

14 3 3 4 4 14

15 3 3 4 5 15

16 4 5 3 3 15

17 1 4 3 5 13

18 2 4 5 4 15

19 4 5 4 5 18

20 5 4 3 4 16

21 4 3 4 3 14

22 4 4 3 3 14

23 4 4 4 4 16

24 5 4 5 4 18

25 5 4 4 5 18

26 4 5 4 5 18

27 4 4 5 5 18

28 5 4 4 5 18

91

29 4 2 3 4 13

30 2 3 4 4 13

31 5 4 4 4 17

32 4 3 5 4 16

33 3 5 4 3 15

34 4 4 5 5 18

35 3 5 4 5 17

36 5 3 4 4 16

37 4 3 5 5 17

38 5 4 1 5 15

39 4 5 1 5 15

40 5 3 1 3 12

41 3 2 3 4 12

42 3 2 3 5 13

43 3 2 4 4 13

44 5 3 4 4 16

45 4 5 3 4 16

46 4 3 3 5 15

47 3 4 4 4 15

48 4 4 5 3 16

49 3 4 4 4 15

50 5 3 3 4 15

51 1 1 1 2 5

52 2 2 2 3 9

53 2 3 3 3 11

54 3 3 3 2 11

55 2 2 3 3 10

56 3 3 2 2 10

57 2 2 2 3 9

58 3 3 2 2 10

59 2 2 1 3 8

60 3 3 2 3 11

61 2 3 3 3 11

62 3 2 1 3 9

63 2 2 1 3 8

64 1 2 1 2 6

65 2 2 2 1 7

66 2 2 1 1 6

67 1 1 2 2 6

68 1 2 2 2 7

69 2 2 1 1 6

92

70 1 1 1 1 4

71 2 2 2 2 8

72 2 2 2 1 7

73 1 1 2 2 6

74 2 2 1 1 6

75 1 1 2 2 6

76 1 1 1 1 4

77 1 1 2 2 6

78 1 1 2 1 5

79 2 1 2 1 6

80 1 1 2 1 5

81 4 4 4 4 16

82 4 4 5 5 18

83 2 1 2 5 10

84 5 3 4 4 16

85 4 4 5 5 18

86 4 4 4 4 16

87 5 4 5 5 19

88 4 3 3 3 13

89 5 3 5 4 17

90 4 3 4 4 15

91 4 5 5 4 18

92 5 4 5 5 19

93 5 5 4 4 18

94 5 5 4 4 18

95 5 5 4 4 18

96 4 4 4 5 17

97 4 5 5 4 18

98 5 5 4 4 18

99 4 4 4 5 17

100 5 5 4 4 18

Process of Purchase Decision (Y)

No 1 2 3 4 5 6 Total

1 3 3 2 4 5 5 22

2 4 4 5 4 4 5 26

93

3 3 3 5 3 4 4 22

4 3 3 1 5 2 5 19

5 3 5 2 5 5 4 24

6 3 4 3 4 4 5 23

7 5 1 2 5 3 5 21

8 3 4 3 4 3 4 21

9 4 3 3 4 4 4 22

10 2 4 3 3 3 5 20

11 4 3 4 4 3 4 22

12 4 4 1 3 1 4 17

13 1 5 2 5 5 4 22

14 1 4 2 5 4 2 18

15 4 3 5 3 3 1 19

16 5 2 2 3 3 3 18

17 5 4 4 5 2 3 23

18 4 5 2 4 4 5 24

19 5 5 3 3 4 5 25

20 4 5 3 3 5 5 25

21 4 4 1 2 3 4 18

22 4 2 3 4 4 3 20

23 2 2 2 2 4 3 15

24 4 4 2 3 5 5 23

25 5 3 2 4 5 5 24

26 4 3 1 4 5 5 22

27 3 5 3 4 5 4 24

28 5 3 5 2 3 3 21

29 5 3 3 3 4 5 23

30 4 5 4 4 5 4 26

31 5 4 5 3 3 3 23

32 5 5 2 3 4 5 24

33 5 4 3 2 5 3 22

34 5 2 3 3 2 5 20

35 5 4 4 3 5 4 25

36 3 5 5 4 4 5 26

37 3 3 2 3 5 4 20

38 4 5 4 4 2 5 24

39 4 5 3 3 5 5 25

40 3 3 4 4 4 4 22

41 4 5 3 4 5 5 26

42 5 4 3 3 3 2 20

43 3 2 2 3 4 5 19

94

44 3 5 4 3 4 3 22

45 5 2 3 4 3 5 22

46 5 4 3 1 3 3 19

47 3 4 2 3 4 5 21

48 5 3 2 5 4 3 22

49 4 4 3 1 4 4 20

50 2 5 2 2 3 5 19

51 3 3 2 3 3 2 16

52 3 3 3 3 3 2 17

53 3 2 3 3 2 3 16

54 3 3 2 2 2 3 15

55 3 2 3 3 3 3 17

56 2 3 2 3 2 3 15

57 3 2 2 2 2 2 13

58 2 2 2 2 3 3 14

59 2 1 3 2 3 3 14

60 2 3 3 3 3 3 17

61 3 3 2 3 3 3 17

62 3 2 3 1 3 3 15

63 2 2 2 2 3 2 13

64 1 1 1 2 2 2 9

65 1 2 3 1 1 1 9

66 2 1 1 2 1 2 9

67 1 1 2 1 2 1 8

68 1 2 1 1 1 2 8

69 2 1 3 1 2 1 10

70 2 2 1 1 1 2 9

71 2 2 2 1 1 1 9

72 2 2 2 2 1 1 10

73 1 2 1 2 1 1 8

74 2 2 2 2 2 1 11

75 2 1 5 3 1 1 13

76 2 1 1 3 1 1 9

77 2 1 2 1 1 1 8

78 2 1 3 2 2 2 12

79 2 1 3 2 1 2 11

80 2 3 1 2 2 2 12

81 5 2 3 4 4 4 22

82 5 3 2 4 4 4 22

83 3 4 2 3 2 4 18

84 4 4 4 5 3 5 25

95

85 4 4 4 2 5 5 24

86 4 4 3 4 4 4 23

87 5 5 2 4 4 4 24

88 4 4 4 4 4 4 24

89 4 2 2 3 4 5 20

90 4 4 2 3 5 4 22

91 4 5 4 4 4 4 25

92 5 3 2 1 3 4 18

93 4 5 1 3 4 5 22

94 5 5 4 4 4 5 27

95 4 4 4 5 5 5 27

96 5 3 3 4 4 5 24

97 5 3 3 4 4 4 23

98 5 3 1 5 4 4 22

99 3 2 3 4 4 4 20

100 4 2 1 5 4 3 19

96

Attachment 3

Correlations for Perceived Value

PV1 PV2 PV3 PV4 PV5 PV6 PV7 PV8 PV9

PV1

0

Percei

ved

Value

PV1 Pearson

Correlatio

n

1 .000 .375

*

.301 .259 .230 .099 .383

*

.101 .397

*

.601**

Sig. (2-

tailed)

1.00

0

.041 .106 .167 .221 .601 .037 .595 .030 .000

N 30 30 30 30 30 30 30 30 30 30 30

PV2 Pearson

Correlatio

n

.000 1 .139 .162 .162 .025 .219 -

.047

-

.185

.000 .401*

Sig. (2-

tailed)

1.00

0

.464 .393 .393 .894 .244 .806 .328 1.00

0

.496

N 30 30 30 30 30 30 30 30 30 30 30

PV3 Pearson

Correlatio

n

.375

*

-

.139

1 .231 .274 .249 -

.054

-

.008

.197 .255 .451*

Sig. (2-

tailed)

.041 .464

.220 .143 .185 .778 .965 .296 .174 .012

N 30 30 30 30 30 30 30 30 30 30 30

PV4 Pearson

Correlatio

n

.301 .162 .231 1 .189 .164 -

.043

.079 -

.112

.088 .364*

Sig. (2-

tailed)

.106 .393 .220

.318 .385 .823 .678 .557 .645 .048

N 30 30 30 30 30 30 30 30 30 30 30

PV5 Pearson

Correlatio

n

.259 .162 .274 .189 1 .559

**

.185 .346 .431

*

.273 .705**

Sig. (2-

tailed)

.167 .393 .143 .318

.001 .329 .061 .017 .144 .000

N 30 30 30 30 30 30 30 30 30 30 30

97

PV6 Pearson

Correlatio

n

.230 .025 .249 .164 .559

**

1 .378

*

.295 .375

*

.218 .672**

Sig. (2-

tailed)

.221 .894 .185 .385 .001

.039 .113 .041 .247 .000

N 30 30 30 30 30 30 30 30 30 30 30

PV7 Pearson

Correlatio

n

.099 -

.219

-

.054

-

.043

.185 .378

*

1 .251 .497

**

.031 .422*

Sig. (2-

tailed)

.601 .244 .778 .823 .329 .039

.181 .005 .869 .020

N 30 30 30 30 30 30 30 30 30 30 30

PV8 Pearson

Correlatio

n

.383

*

-

.047

-

.008

.079 .346 .295 .251 1 .411

*

.390

*

.629**

Sig. (2-

tailed)

.037 .806 .965 .678 .061 .113 .181

.024 .033 .000

N 30 30 30 30 30 30 30 30 30 30 30

PV9 Pearson

Correlatio

n

.101 -

.185

.197 -

.112

.431

*

.375

*

.497

**

.411

*

1 .161 .595**

Sig. (2-

tailed)

.595 .328 .296 .557 .017 .041 .005 .024

.396 .001

N 30 30 30 30 30 30 30 30 30 30 30

PV10 Pearson

Correlatio

n

.397

*

.000 .255 .088 .273 .218 .031 .390

*

.161 1 .584**

Sig. (2-

tailed)

.030 1.00

0

.174 .645 .144 .247 .869 .033 .396

.001

N 30 30 30 30 30 30 30 30 30 30 30

Perceiv

ed

Value

Pearson

Correlatio

n

.601

**

.401

*

.451

*

.364

*

.705

**

.672

**

.422

*

.629

**

.595

**

.584

**

1

Sig. (2-

tailed)

.000 .596 .012 .048 .000 .000 .020 .000 .001 .001

98

Correlations for Brand Image

BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9

Brand

Image

BI1 Pearson

Correlation

1 .021 .258 .003 -.018 .430* .469

*

*

.138 .183 .522**

Sig. (2-

tailed)

.912 .168 .986 .927 .018 .009 .469 .333 .003

N 30 30 30 30 30 30 30 30 30 30

BI2 Pearson

Correlation

.021 1 .136 .338 .247 -.050 .042 .170 .286 .434*

Sig. (2-

tailed)

.912

.472 .068 .189 .794 .827 .369 .125 .016

N 30 30 30 30 30 30 30 30 30 30

BI3 Pearson

Correlation

.258 .136 1 .254 .333 -.096 .110 .294 .067 .477**

Sig. (2-

tailed)

.168 .472

.175 .072 .615 .563 .114 .727 .008

N 30 30 30 30 30 30 30 30 30 30

BI4 Pearson

Correlation

.003 .338 .254 1 .332 .294 .284 .249 .264 .614**

Sig. (2-

tailed)

.986 .068 .175

.073 .115 .128 .185 .158 .000

N 30 30 30 30 30 30 30 30 30 30

BI5 Pearson

Correlation

-.018 .247 .333 .332 1 .100 .225 .385* .270 .581

**

Sig. (2-

tailed)

.927 .189 .072 .073

.599 .232 .036 .149 .001

N 30 30 30 30 30 30 30 30 30 30

N 30 30 30 30 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

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

99

BI6 Pearson

Correlation

.430* -.050 -.096 .294 .100 1 .508

*

*

.319 -.095 .513**

Sig. (2-

tailed)

.018 .794 .615 .115 .599

.004 .086 .618 .004

N 30 30 30 30 30 30 30 30 30 30

BI7 Pearson

Correlation

.469*

*

.042 .110 .284 .225 .508*

*

1 .277 .081 .638**

Sig. (2-

tailed)

.009 .827 .563 .128 .232 .004

.138 .670 .000

N 30 30 30 30 30 30 30 30 30 30

BI8 Pearson

Correlation

.138 .170 .294 .249 .385* .319 .277 1 .175 .624

**

Sig. (2-

tailed)

.469 .369 .114 .185 .036 .086 .138

.356 .000

N 30 30 30 30 30 30 30 30 30 30

BI9 Pearson

Correlation

.183 .286 .067 .264 .270 -.095 .081 .175 1 .450*

Sig. (2-

tailed)

.333 .125 .727 .158 .149 .618 .670 .356

.013

N 30 30 30 30 30 30 30 30 30 30

Brand

Image

Pearson

Correlation

.522*

*

.434* .477

*

*

.614*

*

.581*

*

.513*

*

.638*

*

.624*

*

.450* 1

Sig. (2-

tailed)

.003 .016 .008 .000 .001 .004 .000 .000 .013

N 30 30 30 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

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

Correlations for Price

P1 P2 P3 P4 Price

P1 Pearson Correlation 1 .254 .028 .050 .563**

Sig. (2-tailed) .175 .882 .794 .001

N 30 30 30 30 30

100

P2 Pearson Correlation .254 1 .156 .198 .691**

Sig. (2-tailed) .175 .411 .294 .000

N 30 30 30 30 30

P3 Pearson Correlation .028 .156 1 .251 .573**

Sig. (2-tailed) .882 .411 .181 .001

N 30 30 30 30 30

P4 Pearson Correlation .050 .198 .251 1 .594**

Sig. (2-tailed) .794 .294 .181 .001

N 30 30 30 30 30

Price Pearson Correlation .563** .691

** .573

** .594

** 1

Sig. (2-tailed) .001 .000 .001 .001

N 30 30 30 30 30

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

Correlations fo Process of Purchase Decision

PD1 PD2 PD3 PD4 PD5 PD6

Purchase

Decision

PD1 Pearson

Correlation

1 -.009 .032 .070 .160 .097 .444*

Sig. (2-tailed) .962 .867 .713 .397 .610 .014

N 30 30 30 30 30 30 30

PD2 Pearson

Correlation

-.009 1 -.103 .165 .196 -.162 .414*

Sig. (2-tailed) .962 .588 .383 .411 .393 .092

N 30 30 30 30 30 30 30

PD3 Pearson

Correlation

.032 -.103 1 .456* .168 -.088 .498

**

Sig. (2-tailed) .867 .588 .011 .373 .642 .005

N 30 30 30 30 30 30 30

PD4 Pearson

Correlation

.070 .165 .456* 1 .073 -.376

* .410

*

Sig. (2-tailed) .713 .383 .011 .703 .041 .024

101

N 30 30 30 30 30 30 30

PD5 Pearson

Correlation

.160 .156 .168 .073 1 .300 .717**

Sig. (2-tailed) .397 .411 .373 .703 .107 .000

N 30 30 30 30 30 30 30

PD6 Pearson

Correlation

.097 -.162 -.088 -.376* .300 1 .394

*

Sig. (2-tailed) .610 .393 .642 .041 .107 .031

N 30 30 30 30 30 30 30

Purchase

Decision

Pearson

Correlation

.444* .414

* .498

** .410

* .717

** .394

* 1

Sig. (2-tailed) .014 .092 .005 .024 .000 .031

N 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

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