THE INFLUENCE OF SERVICE QUALITY, PRODUCT

QUALITY, AND PROMOTION, TOWARD CUSTOMER

SATISFACTION

(Case Study Blue Bird Regular Taxi)

By:

Mohamed Omar Jama

109081100027

FACULITY OF ECONOMICS AND BUSINESS

STATE ISLAMIC UNIVERSITY ( UIN )

SYARIF HIDAYATULLAH

JAKARTA

2013

i

C U R R I C U L U M V I T A E

Name : Mohamed Omar jama

Nick name : luqman

Date of Birth : 10 Octobar 1988

Place of Birth : Galkio mudug somalia

Gender : male

Marital Status : Single

Motto : “ if you can dream it u can do it”

Email: : burhaanomar@gmail.com

Educational Background

2009- 2013 : International Management, Economic and Business, State

islamic university Syarif Hidayatullah jakarta .

2005- 2008 : Imamu Nawawi Senior High School, Bosaso Somalia

2002- 2005 : Haji Ali bixi junior High School, Galkio Somalia

1996- 2002 : Abduulahi Bin Abas Elementary school, Galkio Somalia

Organizational Exprience

Student Board Nawawi Bosaso ( Head of Education ) 2007

Puntland Aid for Homeless Children organization ( Director ) 2008

Attributes

. have a good personality and friendly

. Ability to adapt to diffrent environments

v

ABSTRACT

The purpose of this research is to analyze the influence of service quality,

product quality, and promotion toward customer satisfaction in blue bird regular

taxi, researcher used a questioner in collecting data and also used SPSS to

analyze the result of data.The analysis tools in this research are : descriptive

statistic analysis, validity and reliability test of research instrument, classic

assumption test (normality test, multicollinearity test, hateroscedasticity and

autocorrelation test) to meet the requirement analysis, T test and F test for testing

the research hypothesis. the result found that the variables : service quality,

product quality, and promotion, simultaneously and partially have a significant

influence or positive influence toward customer satisfaction.

Key words : service quality, product quality, promotion, and customer

satisfaction..

ii

PREFACE

Assalamualaikum Wr. Wb

All praise to Allah SWT, The Most Merciful, The Most Beneficial and

above all an abundance of His Gracious, Taufiq and His Guidance, because of

Allah SWT i can finish this research.

Shalawat always gives to our prophet Muhammad SAW, all of his family and

friends who always helped him in establishing this religion on the earth untill the

end of the day.

In this opportunity i would like to thank for those who has been helping me in

order to finished this thesis.

1. my special thank for my lovely mother Fatimah ahmed who has been

helping and support me , who shed the lights whenever my spirit down.

Your pray and your tears give to my successful life. You are the best

mother in this world. Thank you Mom.

2. My gratitude appreciation to my beloved fother Omar Jama who always

encouraging and support me. Thank you so much Dad.

3. All my brothers and sisters. Thanks for waiting me , your cheerful always

create new spirit.

4. Dr. Ahmed Dumyathi Bashori as Head of International Program and my

First supervisor, for his encouraging moment and guidance,

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5. Ade suherlan, S.E, MBA, MM, as my second supervisor, for his genuine

cooperation and continous guidance during my research. His support is

unforgettable .

6. Prof. Dr. Abdul Hamid, MS, as Dean of Faculty of Business and

Economics state islamic university syarif Hidayatullah jakarta.

7. All my lecturers who have taught patiently. Mr . Arief Mufraini, Mrs Cut

Erika, Mrs Leiz Suzanawaty, prof Margareth, Mr zainudin Bey, and all

lecturers which i can’t say one by one. Thank you so much for your

guidance.

8. Special thanks for Academic Staff. Mr Sugi, and others which help

administration of my form student.

9. international office UIN jakarta all Directres and staff, thank you so

much for your warm welcoming and unforgettable support.

10. All my friends in 2009 international management class. Fitri aiya sofia,

Firas, Dipa, zaky, Rara, Rizki, Oji, Akira, Andre, Surya, Ari, taufik, Yaser,

Vera, Gerry, Innez, and the others. And my friends in Accounting 2009

Batch.

11. All my somalians friends in UIN, Mohamed osman mohamed, hamza

amin ali, Adnan, zaky, mohamed mo’alim, abdinasir, muhudin abukar ,

ahmed abdullahi, and others.

12. My somalian friends in pasundan university bandung, abdihakim

mohamed ali, daalac, ibrahim nur ibrahim, abdirashid omar amin,

mohamed ali hilowle, and others.

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13. My somalian friends in mohamaddiyah university jakarta, ibrahim ali,

abdulqadir, halooyeelo, ahmed hussein ga’al and others.

Last but not least i realize this Thesis is still far from perfection, thus Suggestions

and recommedantions from all parties are welcome. In order to improve my

thesis.

Finally i hope this thesis will be usefull to all parties, especially for writers and

readers in general, my allah bless us..

Wassalamu’alaikum Wr. Wb.

Jakarta, 13 September 2013

Mohamed Omar

iv

Brief of Figure

Figure 2.1 Marketing Concept ............................................................................................ 8

Figure 2.2 Conceptual Thinking ......................................................................................... 32

Figure 2.3 Normality PP plot Regression .......................................................................... 62

Figure 2.4 Chart Histogram ............................................................................................... 63

Refrences ............................................................................................................................ 76

Appendix ............................................................................................................................ 80

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Brief of Table

Table 2.1 Common Communication Platform .................................................................... 18

Table 2.2 List of Questioner Answer Value ...................................................................... 38

Table 2.3 Measurement Scales ........................................................................................... 40

Table 2.4 Operational Variable ( Service Quality) ............................................................ 49

Table 2.5 Operational Variable ( Product Quality) ............................................................ 50

Table 2.6 Operational Variable ( Promotion) .................................................................... 50

Table 2.7 Operational Variable ( Customer Satisfaction ................................................... 51

Table 2.8 Age................. .................................................................................................... 54

Table 2.9 Sex ...................................................................................................................... 55

Table 3.1 Result of Validity and Realibility for Service Quality ....................................... 57

Table 3.2 1 Result of Validity and Realibility for Product Quality .................................... 58

Table 3.3 Result of Validity and Realibility for Promotion ............................................. 59

Table 3.4 Result of Validity and Realibility for Customer Satisfaction ............................ 60

Table 3.5 Result of Realibility Test ................................................................................... 61

Table 3.6 Test of Multicollinearity .................................................................................. 64

Table 3.7 Test of Heteroscedasticity .................................................................................. 65

Table 3.8 Tes of . Autocorrelation ...................................................................................... 66

Table 3.9 Coefficient Determination ................................................................................. 66

Table 4.1 T-Test .................................................................................................................. 67

Table 4.2 F-Test ( ANOVA) .............................................................................................. 68

Table 4.3 Coefficient of Regression ................................................................................... 69

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BRIEF CONTENTS

Curicullum Vitae .............................................................................................................. i

Preface ............................................................................................................................... ii

Abstract ............................................................................................................................. vi

Brief Contents ................................................................................................................... v

Brief Figure ....................................................................................................................... ix

Brief Table ........................................................................................................................ viii

CHAPTER 1 INTRODUCTION

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

B. Problem formulation ....................................................................................... 4

C. Purpose of Research ......................................................................................... 4

D. Benefit of Research .......................................................................................... 5

CHAPTER II LITERATURE REVIEW

A. Marketing ......................................................................................................... 6

1. Definition of Marketing .............................................................................. 6

2. Marketing Concept...................................................................................... 7

3. Marketing Mix ............................................................................................ 10

B. Service Quality ................................................................................................. 12

1. Concept of Service Quality . ...................................................................... 12

2. Definition of Service Quality ...................................................................... 12

C. Product Quality ................................................................................................. 14

1. Definition of Product ................................................................................. 14

2. Concept of Product Quality ........................................................................ 15

vi

3. Classification of Product ........................................................................... 15

4. Product Component .................................................................................... 16

5. Dimension of Product Quality .................................................................... 16

D. Promotion ......................................................................................................... 17

E. Customer Satisfaction ...................................................................................... 22

1. Theory of Customer Satisfaction ............................................................... 22

2. Customer Satisfaction Driven ..................................................................... 23

F. Previous Research ........................................................................................... 26

G. Conceptual Thinking ........................................................................................ 30

H. Hypotesis........................................................................................................... 33

CHAPTER III RESEARCH METHODOLODY

A. Scope of The Research ................................................................................... 34

B. Determination Sample Method ....................................................................... 34

1. Population .................................................................................................. 34

2. Sample........................................................................................................ 35

C. Kind of Data and Collecting Data Method ..................................................... 36

1. Kinds of Data ............................................................................................. 36

2. Collecting Data Method ............................................................................. 37

D. Analysis Data method ..................................................................................... 39

1. Analysis Method ........................................................................................ 39

2. Data Quality Test ....................................................................................... 41

3. Classic Assumption Test ............................................................................ 43

4. Multiple Regression ................................................................................... 45

5. Statistic Test ( t Test ................................................................................. 46

vii

6. Statistic Test ( F Test ................................................................................ 47

E. Operational Research Variable ....................................................................... 49

CHAPTER IV ANALYSIS

A. General Discription of Research Object .......................................................... 52

1. History of the Company ............................................................................. 52

2. Company Location .................................................................................... 54

3. General Description of Respondents ......................................................... 54

B. Analysis And Discussion ................................................................................. 55

1. Validity and Reliability .............................................................................. 55

2. Classic Asumption Test .............................................................................. 62

a. Normality Test .................................................................................... 62

b. Multicollinearity Test ........................................................................... 64

c. Heteroscedasticity Test ....................................................................... 65

d. Autocorrelation Test ............................................................................ 65

3. Multiple Regression ......................................................................................... 66

CHAPTER V CONCLUSION AND IMPLICATION

A. Conclusion ...................................................................................................... 72

B. Implication ...................................................................................................... 73

C. Recommendation ............................................................................................ 74

REFERENCES ................................................................................................................. 76

1

CHAPTER 1

INTRODUCTION

A. BACKGROUND

The trend of world markets has changed noticeably, all of the service

businesses are trying their best to improve their service and product quality by

doing many efforts including promotion in order to make customers satisfied

with their services. Customer satisfaction, a business term, is a measure of

how products and services supplied by a company meet or surpass customer

expectation. In a competitive marketplace where businesses compete for

customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy. (Robinson,

2007: 84).

On the other hand the world has come full circle from selling to

marketing and from seller’s market to buyer’s market. The customer today has

the option to buy what he thinks he should and from whom, being in his best

interest. Product development, technological improvement, cost optimization

and excellent service facility are very important for any organisation but their

importance is only if the customer appreciates it. (Agyapong 2010: 64)

For example, both diamond and coal are carbon but they are priced

differently due to different valuations by the customer. Therefore, any

business begins and ends with the customer (Sugandhi, 2002: 93).

2

Thus, service organizations are shifting their focus from “transactional

exchange” to “relational exchange” for developing mutually satisfying

relationship with customers. Extended relationships are reported to have a

significant impact on transaction cost and profitability, and customer lifetime

value. Serving the customers, in true sense, is the need of the hour as the

customer was, is and will remain the central focus of all organizational

activities.

Companies worldwide lose half their customers every five years. But

most managers fail to address that fact head-on by striving to learn why those

defectors left. They are making a mistake, because a climbing switching rate is

a sign that a business is in trouble. By analyzing the causes of switching,

managers can learn how to stem the decline and build a successful enterprise.

Reichheld (1996) suggests that by searching the root causes of customer

departures, companies with the desire and capacity to learn can identify

business practices which can win the customers back and re-establish the

relationship on firmer ground.

Currently, Blue Bird has a fleet of 26,000 taxis across Indonesia, over

15,000 of which are used in Jakarta. The company serves more than 8.5

million passengers per month across the country. As such, it is Indonesia's

largest taxi operator.It’s From taxi to container to heavy equipment, blue bird

group is one company for all transportation needs. For many residents of

indonesia’s capital and largest city, blue bird isn’t just another taxi company –

it has become a way of life.Serving more than 8.5 million passengers per

3

month across the country, blue bird group’s line of services encompasses a

broad range of spectrum, from regular taxi ( blue bird & pusaka) up to

executive taxi (silver bird) , limousine & car rental (Golden bird) , charter bus

( Big bird), logistic (iron bird logistic), propert (Holiday resort lombok and

pusaka bumi mutiara), supporting services, and heavy equipment. Today blue

bird group’s regular taxi services can be enjoyed in many indonesia’s largest

cities including jakarta, Bali, Bandung, Banten, Lombok Medan, and so on.

There are also to be found in the heart of major business and tourist

destinations throughtout the country. Part of blue bird regular taxi’s success is

owed to their ability to maintain such a high standard of quality and service

over the years. Yet it is the strategic placement and easy availability of their

vehicles that ultimately earn us the reputation as a most teliable transportation

partner.Blue Bird, Indonesia’s largest taxi my its not the perfect one, the taxi

services in term of ordering by call is not quit enough and it’s not good as

many customers expect from the company.This makes the researcher to

analyze a study of customer satisfaction in blue bird regular taxi.

In order to provide findings,the addressed research tittle will be as follows “

THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND

PROMOTION, TOWARD CUSTOMERSATISFACTION” ( case study blue

bird regular taxi).

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B. Problem formulation

To examine the influence of service quality, product quality and

promotion this research underlines these following questions:

1. Is there any influence of service quality toward customer satisfaction in

Blue bird regular taxi ?

2. Is there any influence of product quality toward customer satisfaction in

blue bird regular taxi ?

3. Is there any influence of promotion toward customer satisfaction in blue

bird regular taxi ?

4. Is there any influence of service quality product quality and promotion

toward customer satisfaction in Blue bird regular taxi ?

C. Purpose of the Research

1. To analyze the influence of service quality toward customer satisfaction.

2. To analyze the influence of product quality toward customer satisfaction.

3. To analyze the influence of promotion toward customer satisfaction.

4. To analyze the influence of service quality product quality and promotion

toward customer satisfaction.

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D. Benefit of the Research

1. For the Author

Research is an excellent opportunity to apply theory to the case field of

marketing for the real world of practice and to develop ideas about

consumer behavior, especially the strategic of marketing for increasing

with the amount of purchase. And also it is to deepen, understand,and

apply the knowledge that has been gained at the bench compiler lectures

mainly in thefield of marketing management author field. And compare

them with actual conditions on thefield, so it is not only able to observe

but also contribute useful knowledge to the world ofmarketing.

2. For the company

The results for this study can be used as an input which useful for

companies to know the variables that have not been in accordance with the

wishes and needs of consumers so that the company will be easy to

develop and to improve of product, especially the attributes of product.

3. For UIN Syarif Hidayatullah

This research hopefully can become a completion to graduate from

UIN Syarif Hidayatullah and provide reading material and reference for all

students who want to study everything related to marketing.The results for

this study can be used as reference material for readers and can

provideinformation for another research, which related to marketing.

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6

Chapter II

LITERATURE REVIEW

A. Marketing

1. Definiton of Marketing

Marketing is the process by which companies create value for customers

and build strong customer relationship in order to capture value from

customer return. Kotler (2008:228).

Marketing is an organizational function and a set of processes for

creating,communicating, delivering value to customers and for managing

customer relationships in ways that benefit the organization and its

stakeholders (Kotler, 2009 :5).

Marketing is important to all types of organizations because it

focus on satisfying the needs of customers. Marketing activities are

performed by people in various positions at different organizations.

interacting with people is a major component of most marketing positions.

(Forge 2006:147).

Marketing is a set of processes – a series of actions that take place

sequentially – aimed at satisfying customer needs profitably. The process

are typically broken down into the four Ps of marketing mix : developing

product, pricing them strategically, distributing them so they are available

to customers at appropriate places, and promoting them through sales and

advertising activities. The ultimate goal of the marketing process is to earn

7

a profit forthe firm by consume – mating the exchange of product or

service with those customers who need or want them. And the role

advertising is to promote – to inform, persuade, and remaind groups of

customers, or markets, about the need – satisfying value of the company

goods and services (William Arens and david H. Schaefer, 2007:6).

From definition above we can conclude marketing is the activity to

delivering value the product to customers, because value of product very

important factor that has the association to efforts for fulfilling the

consumer needs. In a company, marketing is one of the main activities the

company effort to survive in running business, growing and getting the

profit. The activities of marketing also must give the satisfaction for the

consumers if the company want to keep business running.

2. Marketing Concept

After we discuss about the definition of marketing, so that we

should know the concept of marketing. According to Kotler (Kotler,

2009:5) marketing is about identifying and meeting human and social

needs. One of the shortest goods definitions of marketing is “meeting

needs profitably”. Marketing has been defined as an organizational

function and a set of processes for creating, communicating, and

delivering value to customers and for managing customer relationships in

ways that benefit the organization and stakeholders.

The concept of marketing has changed and evolved over time.

While in today’sbusiness world, the customer is at the forefront, not all

8

businesses in the past followed this concept. Their thinking, orientation or

ideology put other factors rather than the customer first. Let us examine

these below.

Figure 2.1

Marketing Concept

(www.learnmarketing.net)

a. Production Oriented

The focus of the business does not need of the customer, but of

reducing costs by mass production. By reaching economies of scale the

business will maximize profits by reducing costs.

(Kotler,2009:18) says the production concept is one of the oldest

concepts in business. It holds that consumers will prefer products that

are widely available and in expensive.

Managers of production-oriented businesses concentrate on achieving

high production efficiency, low costs, and mass production.

Marketing

Concept

Sales

Orientation

Production

Orientation

Product

Orientation

Marketing

Orientation

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b. Product Orientation

The company believes that they have a superior product, based on

quality and features, and because of this they feel their customers will

like it also. Kotler (2009:19) says the product concepts propose that

consumers favor products that offer the most quality performance, or

innovative features. Managers in these organizations focus on making

superior products and improving them over time. However, these

managers are sometimes caught up in a love affair with their products.

A new or improved product will not necessarily be successful unless it

is priced, distributed, advertised, and sold properly.

c. Sales Orientation

The focus here is to make the product, and then try to sell it to the

target market. However, the problem could be that consumers do not

like what is being sold to them. Kotler (2009:19) says the selling

concept holds that consumers and businesses, if left alone, would not

buy enough of the organizations products. The organization must,

therefore, undertake an aggressive selling and promotion effort. The

selling concept is practiced most aggressively with unsought goods,

goods that buyers normally do not think of buying, such as insurance,

encyclopedias, and cemetery plots.

d. Market Orientation

Putting the customer in the heart of business. The organization tries to

understand the needs of the customers by using appropriate research

10

methods, to appropriate processes are developed to make sure

information from customers is feedback into the heart of the

organization. In essence all activities in the organization are based

around the customer. The customer is truly king. Kotler (Kotler,

2009:19) says the marketing concept holds that the key to achieving

organizational goals is being more effective than competitors in

creating, delivering, and communicating superior customer value to

your chosen target markets.

3. Marketing Mix

The marketing mixdiscussion explains in detail the selected

strategy consisting of product, promotion, distribution, and price, and the

rationale for it. If marketing research has been done on these elements or is

planned, it can be discussed in this section (J Paul Petter and James H.

Donelly, Jr., 2007 : 781).Product is the product section details a

description of the product or brand, its packaging, and its attributes.

Product life-cycle considerations should be mentioned if they effect the

propased plan .

a. Promotion is the promotion discussion consists of a description and

justification of the planned promotion mix. It is useful to explain the

theme of the promotion and to include some examples of potential ads

as well as the nature of the sales force if one is to be used.

11

b. Distribution is the distribution discussion describes and justifies the

appropriete channel orchannels for the product. This incluedes types

of intermediaries and specifically who they will be.

c. Price is the pricing discussion starts with a specific statement of the

price of the product Depending on what type of channel used,

manufacturer price, wholesale price, and suggested retail price need to

be listed and justified.

According Kotler (Kotler, 2009:118) especially popular with

packaged goods marketers such as Procter & Gamble, Clorox, and

Colgate, the finding from marketing – mix modelling are used to allocate

or re – allocate expenditures. Analysis expoler which part of ad budgets

are wasted, what optimal spending level are, and what minimum

investment levels should be.Although marketing – mix modeling helps to

isolate effects, it is less effective at assessing how different marketing

elements work in combination. Reibstein notes other shortcomings :

Marketing – mix modelling focuses on incremental growth instead

of baseline sales or long term effect.

a. Despite their importance, the intergration of matrics such as customer

satisfaction,awareness, and brand equity, into marketing mix modeling

is limited.

b. Marketing – mix modeling generally fails to incorporate matrics

related tocompetitors, the trade, or the sales force.

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B. Service Quality

1. Concept of Service Quality

A service is any activity of benefit that one party can offer to

another that is essentially intangible and does not result in the ownership

of anything. Its production may or may not be tied to a physical product

((kotler, 2008: 225).

A service is a time-perishable experience performed for a customer

acting in the role of co-producer ( Fitzsimmons, 2007:4).

On the whole, service is including all economic activity that makes

result not in physical product or construction, commonly it’s consumed at

one time when the product resulted and give the additional value, such as

convenience, entertainment, happiness, and healthy or solution of the

problem that face by the customer ( Baruch 1997:50).

2. Definition of Service Quality

Service quality is effort in order to fulfill the customer needs and

customer willingness also exactly in delivery to equilibrium the customer

expectation. Tjiptono (2008:208).

While Chandra (2005: 37) said that quality as the dynamic

condition that has relationship with the product, service, human resource,

process and the environment that could fulfill or can pass the expectation.

Service quality is essential for an organization’s survival and

growth. Interest in service quality emerged in 1970s. Ever since, the topic

has attracted substantial attention among researchers and practitioners

13

(Gronroos, 2001: 98). Service quality is a form of attitude representing a

long-run, overall, evaluation, which is different from customer satisfaction,

a more short term, transaction specific judgment. The level of customer

satisfaction is a result of the customer’s comparison of the service quality

expected in a given service encounter with perceived service quality. This

implies that satisfaction assessments require customer experiences while

quality does not (Caruana, Money and Berthon, 2000 : 73).

Many researchers have recognized the need to develop measures of

service quality. One of the most often used measures is the SERVQUAL

based on extensive research in generic determinants of perceived service

quality (Rambat lupiyoadi and A. Hamdani(2009: 234).

The SERVQUAL instrument is accepted as standard for assessing

various dimensions in service quality , lupiyoadi and A. Hamdani (2009:

17). It is a concise multiple- item scale with good reliabity and validity that

researcher use to better understand the service expectations and

perceptions of consumers and as a result , improve service ( Rambat

lupiyoadi and A.Hamdani (2009: 21).

SERVQUAL was also chosen because it is valuable when it is used

periodically to track the service quality trends, and when it is used in

conjunction with other forms of service quality measurement. (Rambat

lupiyoadi and A.Hamdani (2009: 35).

There are five service quality dimension identified by rambat

lupiyoadi and

14

A. Hamdani (2009: 53). All these five dimension are:

1. Tangible : refers to appearance of physical facilities, equipment, personal,

and communication materials, including all physical products that are

involved in service delivery, and even other customers.

2. Reliability : refers to ability to perform the promised service dependably

and accurately. Service is performed with high accuracy and thoroughness

every time.

3. Responsiveness : refers to willingness to help customers, provide prompt

service and how fast the service is provided.

4. Assurance : refers to know and courtesy of employees and their ability to

convey trust and confidence.

5. Empathy : refers to the firm provides care and individualized attention to

its customers.

Customers use these five dimensions to form their judgments of

service quality, which based on a comparison between expected and

perceived service.

C. Product Quality

1. Definition of product

According to McCarthy (2008:242), product means the need-

satisfying of a firm. The idea of product as potential customer satisfaction

or benefits is very important. Many business managers get wrapped up in

15

the technical detail involve in production a product. Most customer think

about the a product in terms of the total satisfaction provides.

Aproduct is a set of tangible and intangible attributes, which may

include packaging, color, price, and brand, plus the seller service and

reputation. A product may be good, service, place person, or idea. In

essence, then customers are buying much more than a set of attributes

when they buy a product. They are buying want-satisfaction in from of the

benefits they expect to receive from the product (Walker 2007: 209).

2. Concept of Product Quality

According to (Kotler 2008: 214) product quality is one of the

marketer’s major positioning tools. Quality has a direct impact on product

or servive performance. Thus, it is closely linked to customer value and

satisfaction. In narrowest sence quality can be defined as “ freedom from

defect” . But most customer-centered companies go beyond this narrow

definition.

The American society for quality defines quality as the

characteristic of a product on its ability to satisfay or implied customer

needs.

3. Classification of product

Kotler (2008:250) said there are two kind of product first is

consumer product and the second is industrial product.

a. Consumer product is a product bought by final consumer for personal

consumption.

16

b. Industrial product is a product bought by individual and organizations

forfurther processing or for use in conducting a business.

4. Product Component

According to Bartlett and Han (2000: 189), to provide the benefits

for the consumers want, needed to integrate the components that make a

product effectively. These consist of product features as seen below:

a. Quality ; As the product component, product quality repsesent how

well a product does what it is supposed to do as defined by customer.

b. Design ; Product design includes the styling, aesthetics, and function

of product.

c. Branding ; It is critical that firm identifies its products to distinguish

from similar products offered by competitors.

d. Packaging ; Packaging is the container or wrapper for a products, it

typically includes a label, a printed description of the product package.

5. Dimension of Product Quality

Dimension of product quality According to Meenaghan (2008: 78),

product quality is not reflected in the only one characteristic but to the

characteristics that come up by several quality dimensions , he contributes

a framework to show the whole. Product quality consists of five quality

dimensions: performance, conformance, and perception. Garvin also said

that different customer will look into quality in the different dimension

17

too.Hence , the opinion of someone toward quality is according to the

person sees it.

From the five dimensions mentioned above can be explored one by

one as follows , Meenaghan (2008: 78),) :

a. Performance is the product uniformity with premier functions or

operational characteristics from certain product.

b. Features are specialty of the product which can differs from the other

product, which is a complete characteristic and could make a postive

imagination form consumer.

c. Durability is a level of product duration application or the long life

time limit of product.

d. Conformance is products suitability with circumstances or certain

measurement or how far characteristic of the design and operation that

fulfilled the standard that alrady made.

e. Perception is a fanatic of the consumer toward the brand of certain

product because of the image product reputation.

D. Promotion

Promotion represents the various activities undertaken by the

company to highlight the idiosyncrasies of that done and persuade target

customers to buy. (kotler 2008.). The main purpose of the promotion is that

consumers know the products offered after knowing so consumers will have

18

an interest and ultimately the consumer decides to purchase products, goods

or service on offer.

Table 2.1 list numerous communication plat forms company

communication goes beyond those specific platform. The product styling and

price, the shape and color of the package.

The sales person manner and dress the store decor, company

stationery all communicate something to buyers. Every brand delivers an

impression that can strengthen or weaken a customer view of company.

Table 2.1

Common Communication Platform

Advertising Personal

selling

Publicity Sales

Promotion

Direct

Marketing

Audio

Visual

Material,

billboard,

brochures,

poster

Sales

presentation

Publication

Entertainment

Catalog

Source: (kotler, 2011)

According to jefkins (2000) promotion divided in to two parts, namely

promotion above the line and below the line

1. Above the line

Above the line promotion is strategy that has been done openly

through the media. This promotion is usually on a commission for sales

agents, using mass media like television, radio, newspapers, magazines

19

and promotion films like these historians clearly convey the message to

consumers every product on offer in the advertising .

In terms of cost, above the line activities require relatively high

costs, particularly cost of advertising on television

2. Below the line

This promotion can take the form of add-on services performed by the

salesperson, the grating of sponsorship in an activity, carrying out social

activities, points of sales materials such as posters, banners and etc.

Below the line promotion is more emphasis on character and nature

of the products. Below the line promotion is more emphasis on character

and nature of product development be promoted so that a positive image

of a product can be created with both cost efficiency, many advertisers

just below the line activities.

1. Promotion mix

Company use combination promotion mix for their

products.Promotion mix describe creative ways which influence

consumers in the purchase of the product. According to ( Rismiati and

suratno, 2001) promotion mix is dimensions best combination of

advertising, personal selling, sales promotion and direct marking, to

achieve marketing programs. Promotion mix is a tool for

implementation concept of marketing communications.

20

a. Advertising

Advertising is all forms of non-personal presentation and

promotion of ideas goods or services by the corporate sponsors. (

kotler, 2008). Advertising can be used to build long term image for

a product and on the other hand also can speed up sales.

Adversting can efficiently reach many purchases that spead out

geographically with a low cost for each apprearance. ( kotler

2008).

b. Publicity and public Relation

According to Rismiati and suratno (2001) publicity is some

information about people, goods or organization that is prepared in

the editorial room of a media free of charge to be read, seen or

heard by the customers or potential customers with specific intent

to achieve sales goals.Publicity is usually done in the form of news

or editorial commet about the product or services from the

company. Publicity and public relations functions as a mediator

between the company and society at large.

Public relations aims to build a good relationship with a pleasant

generate publicity, enhance a good corporate image, addres or

eliminate the rumors, stories and events that are not pleasant. The

appeal of public relations and publicity is based on three special

properties: (1), Credibilty, (2) ability to capture buyes that are not

21

targeted previously, and (3) the ability to dramatize a company or

product (Rismiati and suratno, 2001).

c. Personal selling

According to shimp (2000: 56) personal selling is form of

communication between individuals in which the salesperson or

salesperson to inform, educate, and make persuasive to prospective

buyes for buy products or services. Sales of personal is the most

effective tools in advanced stages of the buying process, especially

to build preference, beliefs and action of the purchase. ( kotler,

2008).

d. Sales promotion

Sales promotion are short-term intensive offerd to customers and

intermediaries to stimulate the purchase of product (lovelock and

wright, 2005: 73). Sales promotion consists of all marketing

activities that try to stimulate the action of the rapid purchase of a

product or the purchase in a short time.Sales promotion is directed

both to the trade and consumers, Kotler (2008:64) , cites three

benefits of sales promtions as follows:

1. Communication tool

Sales promotion attract attention and provide information that

can guide consumers to the product concerned.

22

2. Provide incentive

Sales promotion combines a number of freedom,

encouragement or contribution that gives value to the

consumer.

3. Persuade

Sales promotion is persuade for to make purchase

e. Direct Marketing

According to kotler (2008:164) direct marketing is an interactive

marketing system that uses one or more advertising media to

generate responses and / or transactions that can be measured at a

site. In direct marketing, promotional communication in the show

directly to the individual consumer level, with the aim that those

message responded to consumers concerned.

E. Customer Satisfaction.

1. Theory of Customer satisfaction

According to kotler (2008: 136), customer satisfaction is a

person’s feelings of pleasure or disappointment that result from

comparing a prdoct’s percieved performance (or outcomes) to their

expectations.

According to Hoyer (2005: 98) satisfaction can be associated with

feeling of acceptance, happiness, relief, and delight.Customer satisfaction

may be defined as the customer’s fulfillment response to a consumption

23

experience, or some part of it. Customer satisfaction is a pleasurable

fulfillment response while dissatisfaction is an un pleasurable one (Buttle,

2004).

When the service quality exceeds the expectations, the service

provider has won a delighted customer. Dissatisfaction will occur when

the perceived overall service quality does not meet expectations (Looy,

Gemmel & Dierdonck, 2003). Sometimes customer’s expectations are met,

yet the customer is not satisfied. This occurs when the expectations are

low (Buttle, 2005). For example, the customer expects the flight to be late

and it gets late.

While the literature contains significant differences in the definition

of satisfaction, all the definitions share some common elements (Giese and

Cote, 2002). When examined as a whole, three general components can be

identified:

a. Consumer satisfaction is a response (emotional or cognitive).

b. The response pertains to a particular focus (expectations, product,

consumption experience)

c. The response occurs at a particular time (after consumption, after

choice, based on accumulated experience, etc).

2. Customer satisfaction Driven

In the two decades, discussion on drivers from customer

satisfaction is the never ended. Many various articles and literatures

theoretically or pratically talking about customer satisfaction. According

24

to the exprience of Handi irawan D, MBA in Fitri Amri (2009:24),

Marketing and Research consultant from frontier says there are five

primary driver of customer satisfaction’’

a. Product quality

Consumer satisfied after buying and using the product, where actually

the product is fine. This product quality is globally dimensions at least

elements from product quality: performance, durability, feature,

reliability, consistency, and design.

b. Price

For sensitive consumer usually low price is an important source of

satisfaction because they will get satisfaction of high value of money.

This price component is not important for those who are not sensitive

toward price.

c. Service quality

Service quality is always depends on three things: system, technology,

and people. This factor of human being is giving into contributions is

about 70% . it does not caused amazement, satisfaction toward service

quality usually hard to imitate.

The concept of service quality is believed that have five dimensions

that is reliability, responsiveness, assurance, empathy, and tangible.

d. Emotion

The feeling of product, confident, symbol of successes, is example of

emotion value that serve as a basic for customer satisfaction.

25

e. Easy way to get product and service

Consumers get the products available in places easily accessible by

consumers when needed, and when consumers have complaints or

assistance to users of the product, consumers get good service and

quick response.

Customer satisfaction is defined as a customer’s overall

evaluation of the performance of an offering to data. This overall

satisfaction has strong positive effect on customer loyalty intentions across

a wide range of product and service catagories ( Gustafsson , 2005).

From these five different drivers, could be concluded that it is not

enough for the company to make only the strategy of the company and

program of increasing the level of customers. Next step will making long

term plan and do make research to many companies. To ask obstacles that

faced by company in order to increase the customer satisfaction and look

into the drivers of each different companies.

In the survey, the company will get all information that can

conclude whether getting research to high level of customer satisfaction is

enough or not only by satisfied by using product or service only (Recce, j

and inbakaran 1999: 189).

According to peter (2007: 181) service quality and customer

satisfaction are growing concern to business organizations through out the

world, and research on these topic generally focuses on two key issues,

Understanding the expectations and requirements of the customer and

26

Determining how well a company and its major competitors are

succeeding in satisfying these xpectation and requirements.

F. Previous Research

1. Previous research conducted by Gloria K.Q Agyapong in a international

journal of business and managment Vol. 6, No. 5; May 2011. Entitled

“The Effect of Service Quality on Customer Satisfaction ” The regression

model showed that 63% (R2 = 0.633) of the observed variability in total

customer satisfaction is explained by the total service quality variables.

Further, the regression model shows how the individual service quality

variables affect customer satisfaction. The result indicates that all the

service quality items; competence, service tangibility, , security,

communication and reliability are good predictors of customer satisfaction.

The significance of the F-Statistics (F-value = 130.0) indicates that there is

a relationship between the dependent variable (CS) and the six

independent variables (service quality factors). In other words, since the

observed significance level is less than 0.005, it indicates that the service

quality items are the main factors that affect customer satisfaction of

Vodafone (Ghana).

There is a positive relationship between service quality and customer

satisfaction. Obtaining customer satisfaction depends to a large extent on

ensuring that the firm maintains high service quality standards. Puttingin

place quality mechanisms has significant effect on the level of customer

satisfaction. The study documented that service quality is thedominant

27

route to customer satisfaction. Indications of a successful brand building

strategy are found when companies provide quality services relative to

other companies within the same industry.

2. Previous research conduct to International Journal,by Asghar Afshar

jahanshahi PhD, Scholar in Buiness Administration depertment of

commerce and research center university of Pune, india and Mohamed Ali

Hajizadeh Gashti Department of management university teknologi

malaysia and their Result is :

28

As significance (sig.) in, third hypothesis is less than 0.05

therefore, this hypothesis is approved. The following table shows result of

the analysis of variance (ANOVA) for hypotheses of study. ANOVA

provides a statistical test of whether or not the means of several groups are

all equal, and therefore generalizes t-test to more than two groups.

ANOVAs are helpful because they possess an advantage over a two-

sample t-test. Doing multiple two-sample t-tests would result in an

increased chance of committing a type I error. For this reason, ANOVAs

are useful in comparing two, three or more means.

According to statistical analysis in this section the results indicates

that customer service and product quality has been influential on customer

satisfaction and also there is a positive relationship between customer

service and product quality with customer satisfaction and loyalty in the

context of the Indian automotive industry.

3. According to Dayang Nailul Muanna, the main of that study were to

identify attributes that influence customer satisfaction, and determine their

relationship with customer satisfaction The variable include in the research

are place/ ambience, service quality as independent variable and customer

satisfaction as dependent variable. A survey questionnaire which

consisted of three parts to measure demographic factors, independent

variable and dependent variable was constructed based on item determined

bay pass research. 149 respondents from one of the well known on hotel in

Kuala Lumpur , malaysia were selected as a sample Psychometric tested

29

was conducted to determine the reliability and validity of the questionnaire

. From Finding there were a positive significant relationship between

place/ambiance (r.0,563, p: 0,000) and service quality (P:0,544,p:0,000)

with customer satisfaction.

The research conduct in Hong kong by kivela, inbakaran and recee

(2002:189) analyzed customer satisfaction factors based on five

dimensions which are first and last impressions service excellence,

ambiance excellence, food excellence and feeling comfortable eating there

and reservation and parking. the population was 600 employees which

consist of the total number of sample 150. The type of sampling that was

used simple random sampling A croanbach alpha more than 0,63 indicated

the variable Met the acceptable of reliability analysis. In terms of each

variable had factor of 0,50 indicating it met acceptable standard of variable

analysis (Kivela.J Recce J and inbakaran 2002:189).

4. Previous research conduct by Obasan, Kehinde A nad Soyebo yusuf A.

Department of Business Administration Olabisi Onabanjo university in

Nigeria. In their Research “ This study revealed that promotion has a

significant effect on marketing management in Nigerian

telecommunication industry and its empirical findings were in line with

some of the previous work in this regards, Cuizon (2009) stated that sales

promotions are not only effective in attaining shortterm sales as they are

also more cost-effective compared to other integrated marketing

communications tools such as advertising. Moreover,the study of Ndubisi

30

and Chew (2006) also supported that by offering the right promotional

tools, it can help organizations carefully plan their promotionalstrategies

by giving preference to the more effective tools. It is vital because a

specific marketing strategies decision assists the company to minimizecost

and maximize their profit. Hence, this study revealed that promotion is a

good marketing tool for survival, sustenance and expansion of business in

theNigerian Telecommunication Industry.

G. Conceptual Of Thinking:

a. understanding customer satisfaction

Customer satisfaction itself is not easily defined. There are various

kinds of insights given by experts, According to kotler (2008: 136),

customersatisfaction is a person’s feelings of pleasure or disappointment

that result from comparing a prdoct’s percieved performance (or

outcomes) to their expectations. according to Kotler also satisfaction is a

state of feeling in which someone makes the comparison of the

performance of the products or services received and expected. The level

of satisfaction is very subjective which measures the satisfaction of

consumers with other consumers will be different. This is caused by

several factors such as age, occupation, income, education, gender, social

status, economic level, cultural, mental attitude and personality. So the

level of satisfaction is a function of the difference between perceived

performance to expectations.

31

The framework in this study illustrate the relationship of the

independent variable in this case is the service quality (X1), product

quality (x2) and promotion (x3) towards customer satisfaction dependent

variable (Y).

According to what the writer have explained the reasons in

previous section, then in this study, the author provide an overview of the

conceptualization of thinking as follows:

32

Figure 2.2

Conceptual Thinking

Blue bird Regular Taxi

Customer satisfaction

(Y)

Service quality

(X1)

Product quality

(X2)

Promotion

(X3)

Data Quality Test

Classic assumption

Statistic test

Conclusion and

implication

Validity test

Reliability test

Normality test

Heteroscedasticity

multicollinearity

Autocorrelation

T test

F test

33

H. Hypotesis

Hypothesis that is used by the authors in this study are:

Ho1 : there is no influence between service quality toward customer

satisfaction.

Ha1 : there is influence between service quality toward customer

satisfaction.

Ho2 : there is no influence between product quality toward customer

satisfaction.

Ha2 : there is influence between product quality toward customer

satisfaction.

Ho3 : there is no influence between promotion toward customer

satisfaction.

Ha3 : there is influence between promotion toward customer satisfaction.

34

Chapter III

Research Methodology

A. Scope of The Research

The scope of this study is the analysis of the influence of Service

quality Product quality and Promotion toward Customer satisfaction of

product of Blue bird regular taxi.

Selection of study sites (sampling) is done intentionally by the

respondents who deserve to bette object of research and use these products,

that is the people as customer of blue bird regular taxi.This is done because

the author assume that the population is on Ciputat not only come from one

area but also come from different areas and even abroad.

This search were begun on Middle of March until september and the

scope only bule bird regular taxi customers.

B. Determination Sample Methode

1. Population

The population of this study covers the customers of Blue bird

regular taxi, The reason why author choose this population because author

wants to know the influence of service quality product quality and

promotin are partially or simultaneously influence the customer

satisfaction on the Blue bird regular taxi.

35

A population is the aggregate of all the elements that share some

common set of charateristics and that comprise the universe for the

purpose of marketing research problem, (Maholtra, 2004: 314).

Population is the generalization which consists of object and

subject of a certainquantity and characteristics applied by researchers to

learn and then drawn the conclusion Population is subject or object which

have certain qualities and characteristics are determined by researcher.

Thus, the population is not only people but also objects or other natural

objects. Population also not only quantity, but includes all of

characteristics‟s subject or object (Sugiyono, 2011:80).

2. Sample

Samples are selected using non probability convenience sampling by

means of sampleunits drawn easily be reached anywhere and anytime, is

not troublesome to measure and cooperative (Abdul Hamid, 2007: 30).

Sample is a subject of the population that should represent that

entire group. Or thesample is a subset of the population, and the sample

unit pertains to the basic level ofinvestigation (Burns, 2005: 334).

A sample is a member of the selected population using a specific

procedure that is expected to represent its population (Sugiyono, 2007:57).

Sample is a subgroup of the elements of the population selected

forparticipation in the study (Maholtra, 2009:373).

According to cooper (2007:204) convenience sampling is non

probability sampling where researcher use any radial available individuals

36

as participants. In this research use 100 respondents for collectiong data.

According (Subiyanto, 1997:103) in the development of this study

researchers used a100 questionnaire respondents. Use of these 100

questionnaires with reasons-technical reasons as follows :

a. The total population is not known with certainty (Unlimited).

b. The use of probability is not operational in the field, because it will

tend to bias.

c. Analysis of inter-section was not used in the study.

d. Cost and time available did not allow researchers to use probability

samplingoperation.

C. Kind of Data and Data Collecting Method

1. Kinds of data

Data collection methods used in this study is as follows:

a. Primary Data

Primary data are orginated by a researcher for the specific purposes of

adressing the problem at hand (Malhotra, 2004: 102).

Primary data are original data collected by researchers to answer

research specifically (Istijanto, 2009:44).

b. Secondary Data

Secondary data is data that is not cultivated himself was collected by

researchers.Secondary data in this study obtained by the method of

secondary studies of the data obtained from the literature that can be

37

obtained from books, scientific journals, the Internet, mass media

research reports and principal problems associated with this research..

Secondary data is the result of studies done by others and for different

purpose than the one for which the data are being reviewed (Donald

cooper, 2006:89).

According to (Istijanto, 2009:38) secondary data is the data that has

been collected byothers not by their own researchers to other purpose.

This means that the researchers simply note, accessing, or requested

them (sometimes already just the information) to other partiesthat

collect in the field. Researchers only use existing data for research. To

be able to obtain a strong foundation and concepts in order to solve

existing problems, the researchers conductedthe study of literature by

reading a book and journal literature and the journal that have

associated with the thesis theme.

2. Collecting Data Method

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

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

1. Questionnaire

Questionnaire is a formalized set of questions for obtaining

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

2009:330).

Three specific objectives (Maholtra, 2009:330)

a. The overriding objective is to translate the researcher’s information

needs into a set of specific questions that respondents are willing

38

and able to answer.

b. A questionnaire should be written to minimize demands imposed

on respondents.It should encourage them to participate in the

entire interview, without biasing their responses.

c. A questionnaire should minimize response error. These errors can

arise from respondents who give inaccurate answers or from

reserchers incorrectly recording or analyzing their answers.

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

providing a list of questions that will be filled by respondents

including questions about the variable service quality, product quality,

and promotion of users Blue bird regular taxi to determine the extent

to which it these things affect customer satisfaction of Blue bird

regular taxi.

In this questionnaire there are two parts, namely:

1. Part 1: concerning the respondent data like name, gender, and age

2. Part 2 : on the list of questions that will be filled by the respondent.

Table 2.2

List of Questionnaire Answer Value

No Kind of Answer Score

1 SA : strongly agree 5

2 A = agree 4

3 N = doubt 3

4 D = disagree 2

5 SD = strongly disagree 1

Source: (Donald Cooper, 2006:371)

39

D. Analysis Data Method

1. Analysis Method

a. Method of Analysis

The researcher use multiple regression analysis to analyze the

independent variable on the dependent variable. This

calculation method of the analysis carried out by SPSS

program

b. Descriptive Statistics

Descriptive statistics used by researchers to provide

information about the main characteristics of variables and

demographic list of respondents.

Descriptive statistics provide a picture or description of data

which can be seen from mean, standard deviation, variance,

maximum, sum, range, kurtosis and skewness (Imam Ghozali,

2005:19 )

According to Donald Cooper (Donald Cooper, 2007:311),

nominal scale is scale withmutually exclusive and collectively

exhaustive categories, but without the properties of

order,distance or unique origin. Ordinal scale is scale with

mutually exclusive and collectivelyexhaustive categories, as

well as the property of order, but not distance or unique origin;

datacapable of determining greater-than, equal-to or less-than

status of property or an object.Interval scale is scale with the

40

properties of order and equal distance between points and

withmutually exclusive and exhaustive categories; data that

incorporate equally of interval (the distance between one

measure and next measure). Ratio scale is scale with properties

or categorization, order, equal intervals and unique origin;

number used as measurements havenumeric value.

Table 2.3

Measurement Scales

Type of Scale Characteristic of Data Basic Empirical

Operation

Example

Nominal Classification but not order,

distance or natural origin

Determination of

Equity

Gender (male,

female)

Ordinal Classification and order, but

not

distance, or natural origin

Determination of

greater or lesser

value

Doneness of

meat(well, medium

well, medium rare)

Interval Classification, order, and

distance but not natural origin

Determination of

equality of intervals

or

differences

Temperature in

Degrees

Ratio Classification, order, and

natural

Origin

Determination of

equality of ratio

Age in years

Source: Cooper (2007:312).

41

2. Data Quality Test

To get good results then before the statistical test, data must to be

tested using validity and reliability.

a. Validity Test.

Validity is a characteristic of measurement concerned with the

extent that a testmeasures what the researcher actually wishes

tool reflect true differences among participantsdrawn from a

population ( Donald Cooper, 2006:765).

According to Imam Ghozali (Ghozali, 2005:45) the validity of

this research is used to measure the legality of a questionnaire.

Test validity used to measure the legal valid or unvalid of a

questionnaire. A questionnaire is said valid if the questions on

the questionnaire is able to reveal something that will be on the

questionnaire measure. The total score on test validity of said

valid if the number of scores > 0.30 (sugiono, 2007 : 178).

b. Reliability Test.

Reliability is a characteristic of measurement concerned with

accuracy, precision, andconsistency ; a necessary but not

sufficient condition for validity ( if the measure is notreliable,

it cannot be valid ). Reliability is concerned with estimates of

the degree to which ameasurement is free a random or unstable

error (Donald Cooper, 2006:352)

42

Reliability refers to the extent to which a scale produces

consistent results if repeated measurements are made.

Therefore, reliability can be defined as the extent to which

measures are free from random error (Maholtra, 2006: 273).

According to Imam Ghozali (Ghozali, 2005:42) reliability

measurements can be done in 2 ways:

1. Measure or measurements repeated: here someone will be

given the same questions at different times, and then see if he

remains consistent with the answers.

2. One shot or one-time measurement: here measurement only

once and then the results werecompared with another question

or measure the correlation between answers to questions. SPSS

provides facilities to measure the reliability with statistical uni

Cronbach alpha (α). A construct or variable is said cronbach

reliable if the value of alpha > 0.60.

As a gauge that shows consistency of the measuring instrument

to measure the same phenomenon in other occasions. to look at

reliability, the calculated alpha cronbach each - each

instrument. Variable cronbach alpha has a value greater than

0.60 (Imam Ghozali, 2005:42)

43

3. Classic Assumption Test

a. Normality Test

Testing normality is a test of the normality of data distribution.

Test is a test of the most widely performed by parametric

statistical analysis. The use of normality tests becausethere is a

parametric statistical analysis, the assumptionsthat must be owned

by data is that the data are normally distributed (Ghozali,

2005:110).

The purpose normally distributed data is that data will follow a

normal distribution form. There are two ways to detect whether or

not residual normal distribution, those are with graph analysis and

statistical tests. One of the easiest ways to see the normality of

residuals is to look at a histogram graph comparing observational

data with the distribution of near-normal distribution. Normal

distribution will create a straight line diagonal and plotting

residual data will be compared with the diagonal line. If the

residual data distribution is normal, then the line that describes

the actual data will follow the diagonal line. Normalitytest used

whether the regression model contained in a normal distribution

or not between dependent and independent variables. In this

research, the normality test using normal p-p plot histogram chart

(Ghozali, 2005:110).

44

b. Multicollinearity Test

According to (Ghozali 2005:91), multicollinearity is used to

indicate the existence of linear relationships between free

variable (Independent) in the regression model. If the

independent variable, it can be perfectly, correlated with

perfect multicollinearity.

According to the (Wibowo, 2012: 87) one way to detect

multicolinearity is to use a test tool called Variance inflation

factor (VIF). If the value of VIF < 10 it shows on the model

there are no symptoms of multicollinearity. In addition to the

other methods that can be done is to correlate between the

independent variables. When the value of the correlation

between the independent variable is not greater than 0.5 then

the model there is no multicollinearity.

c. Heteroscedasticity Test

This test assumption aims to find out whether in a

regressionmodel, there was inequality a variance of residual of

one observation and other observation.The model is said to

have a problem if there is a variance heteroscedasticity

variables in the model are not the same.

Thesesymptoms can also be interpreted that the variance of the

model residual inequality occured in the regression model

observations ( Ghozali, 2005: 105).

45

According to (Wibowo, 2012: 93) if the result has a

significance probability value > alpha values ( 0.05) then the

model is not experiencing heteroscedasticity.

d. Autocorrelation Test

Autocorrelation test is used for the sole purpose of knowing

whether there is a correlation between members of a set of

observed data and analyzed according to a (cross section). This

test aims to see whether there is residual in an observation with

other observation on the model. In these research, researcher

using Durbin Watson test. A model can be expressed is not the

case if probability value autocorrelation symptoms Durbin

Watson > 0.05 (Wibowo 2012: 106).

4. Multiple Regression Analysis

Multiple Regression involves a single dependent variable and

twoor more independent variables. The questions raised in the

context of bivariate regression can also be answered via multiple

regression by considering additional independent variables. (

Malhotra, 2004: 512).

The general form of the multiple regression model is as follows:

Y = βo + β1X1 + β2 + X2 + β3 + X3 + ... + βkXK + e

Which is estimated by following equation:

Y = a + b1x1 + b2x2 + b3x3 + ...... bkxk

That is means about the research model:

Y: a + b1x1 + b2x2 + b3x3+ e

46

It means:

Y = Customer Satisfaction

a = Number Constant

b1x1 = Service Quality

b2x2 = Product Quality

b3x3 = Promotion

e = Standart error

5. T- test Statistic (Partial )

This test method is used to test the partial coefficient of the free

variable to the variable bound by the hypothesis put forward. T

test basically shows how much influence a single dependent

variable. The probability is smaller than 0.05, then the result

means that there are significant independent variables

individually influence on the dependent variable (Ghozali,

2006:84).

1. If -t table < t test < + t table, then Ho is rejected and Ha

is accepted, it means there is influence between

indepedent variable toward dependent variable.

2. If t test > t table, or – t test < - t table then Ho is accepted

and Ha is rejected it means there no is influence between

independent variable toward dependent varibale.

47

Ho : Using servic quality, product quality, and promotion

there is no significant influence toward customer

satisfaction.

Ha : Using service quality, product quality, and promotion

there is significant influence toward customer

satisfaction.

the criteria to making decision (significancy) with α = 0,05

a. If probability > α 0.05, so Ho accept. It means using

service quality, product quality, and promotion there is no

influence toward customer satisfaction.

b. If probability < α 0.05, so Ho reject. It means service

quality, product quality, and promotion there is influence

toward customer satisfaction.

6. F- Test statistic (F- simultaneous test)

F test essentially indicates whether all the independent variables

or independentvariables included in the model have jointly

influence on the dependent variable or bound.The probability is

smaller than 0.05, then the result means that there are significant

effects ofindependent variables collectively against the dependent

variable (Ghazali, 2005:84). The results of this F test in SPSS

output can be seen in the ANOVA table. The null hypothesis (Ho)

and alternative hypothesis (Ha) used are:

1. Ho: β0 ≠ 0, its mean there are no influences of service quality,

48

product quality, and promotion of blue bird regular taxi

2. Ha: β0 = 0, its mean there are influences of service quality,

product quality and promotion of blue bird regular taxi.

To examine the influence with together independent variable

toward dependent variable, so used the creteria, as follows :

Ho : Using Service quality, product quality, and promotion there

is no influence on customer satisfaction

Ha : Using service quality, product quality and promotion there is

influence on customer satisfaction

.

a. If F count < F tabel, so Ho is accept. It means service

quality,, product quality, and promotion there is no influence

on customer satisfaction..

b. If F count > F tabel, so Ho reject. It means using service

quality, product quality, and promotion there is influence on

customer satisfaction .

E. Operational Variable

Variable in this Research consist of:

1. Independent variable

49

According to cooper (2007:155), independent variable is the

variable manipulated by the researcher, thereby causing an effect or

change on the dependent variable. In this research as independent variables

are service quality (X1) Product quality (X2) and Promotion (X3).

2. Dependent Variable

According to cooper (2007: 156), dependent Variable is the

variable measured predicted, or otherwise monitored by researcher,

expected to be affected by manipulation of independent variable. In this

Research as the dependent variable is customer satisfaction (Y)

Table 2.4

Operational variable (service quality)

Variable Dimension Indicator Scale

Service quality

(Fitzimmons 2007:

132).

Tangible 1. Equipment

2. Physical facility

3. Personnel and communication

materials.

Ordinal

Reliability 1. Service dependably and

courtesy employee

Ordinal

Responsiveness 1. Willingness to Help customers

2. provide prompt service

Ordinal

Assurance 1. Knowledge and politeness

employee

2. Respect for customers

Ordinal

Table 2.5

Operational Variable (Product Quality)

Variable Dimension Indicator Scale

50

Product quality

(Meenaghan 2008:17)

Performance Premier function Ordinal

Feature Supplement its basic

function

Ordinal

Durability Level of product duration Ordinal

Conformance Operational standard Ordinal

Perception Image product and

reputation

Ordinal

Table 2.6

Operational Variable (promotion)

Variable Dimension Indicator Scale

Promotion (Kotler

Keller 2008: 63)

Advertising 1. Audio Visual materials

2. Billboard

3. Brochures poster

Ordinal

Personal Selling 1. Sales presentation Ordinal

Public Relations 1. Publication Ordinal

Sales Promotions 1. Entertainment Ordinal

Direct marketing 1. Catalog Ordinal

Table 2.7

Operational Variable (Customer Satisfaction)

51

Variable Dimension Indicator Scale

Customer Satisfaction

Peter (2007:181)

Professionalism 1. Understnad the

expectation of customer

2. Provide opportunites

Ordinal

Empathy 1. How well company

succeeding in satisfying

customer

Ordinal

Service quality 1. How well a delivered

service matches the

customer satisfaction

Ordinal

The ease to get 1. Customers get the

products available in

places easily accessible

by consumers when

needed.

2. Delivery advice

Ordinal

Emotional 1. Pleasure response

2. Enjoylable

Ordinal

52

CHAPTER IV

ANALYSIS

A. General Description of Research Object

1. History of the Company

Back in 1972, well before Jakarta became a cosmopolitan of 12

million people, blue bird had been there. The actual embryo of the group

was the golden bird, then known as chandra taksi, a car rental service

catering to journalists and other visitors to the country. Before long the

company earned a number of recommendations that helped in applying for

a license to operate a taxi company.

From blue bird taxis and golden bird limousine and car rental, next

came Big Bird ( 1979) with its charter buses. And more recently the silver

bird executive taxi ( 1993). Over the past decade , Blue Bird group has

seen a rapid expansion in all four business divisions and blue bird group is

today more integrated than ever with services extended through out parts

of indonesia.

Blue bird Becaome the pioneering taxi company to implement the

strictuse of taximeters and radio communications on air- conditioned

vechicles. Several service stations were also set up in jakarta to support

daily operations of such vechicles.

From taxis, container to heavy equipment, blue bird group is one

company for all transportation needs. For many residents of indonesia’s

53

capital and largest city, blue bird isn’t just another taxi company – it has

become a way of life.

From a humble beginning of just 25 taxi cabs in 1972, blue bird

group has gone through numerous trials and extensions to reach current

fleet of around 28,904 fleets, Serving more than 8.5 million passengers per

month across the country, blue bird group’s line of services encompasses a

broad range of spectrum, from regular taxi ( blue bird & pusaka) up to

executive taxi ( silver bird) , limousine & car rental ( Golden bird) , charter

bus ( Big bird), logistic ( iron bird logistic), (propert) ( Holiday resort

lombok and pusaka bumi mutiara), supporting services, and heavy

equipment.

a. Vision and Mission

Vision

To be a sustainable quality driven company that ensuresthe continuing

prosperity of all its stakeholders.

b. Mission statement

Our goals are to achieve customer satisfaction, and to build and defend

the first position as market leader in every category in which we

compete. In land transportation, we provide reliable, high quality and

superior services with the effecient use of resources, and we do it as a

team.

54

2. Company location

The blue bird company Head Office located in Jl. Mampang

Prapatan Raya No. 60 Jakarta 12790 . the reason to choosing a location

site of the company are :

a. Readily available workforce and very strategic location.

b. Easy accessible to the customer.

c. Cleanliness, safe and comfortable environment.

3. General Description of Respondents :

Respondents in this study were customers of Blue bird regular taxi

both in jakarta and Ciputat . Based on data from 100 Respondents who

use blue bird regular taxi, through survey methods of data collection by

questionnaire respondents obtained the conditions on age and gender.

a. General Description of Respondents : age

Table 2.8 age

Age Frequency percent Valid percent Cumulative

percent

<20 18 18% 18% 18%

20 – 25 24 24% 24% 24%

25 – 35 32 32% 32% 32%

>35 26 26% 26% 26%

Total 100 100

100 100

Source : Primary Data 2013

55

Based on Table 4.1 can be seen that the percentage amount for the age

of therespondents that most respondents are age 25-35 years as many

as 32 people or 32%.

b. General description of respondents : sex

From the research conducted by the method of distributing a

questionnaire to customers of blue bird regular taxi

Table 2.9 Sex

Sex frequency percent Valid percent Cumulative

percent

Male 67 67% 67% 67%

Female 33 33% 33% 33%

Total 100 100 100 100

Source : Primary Data 2013

Based on table 2.9 above can be seen that the largest percentage of

male respondents was larger than the female respondents, with the

number of respondents male gender for 67people or 67%

B. Analaysis And Discussion

1. Validity and Realibity Test

Before the Questioner was spread to 100 respondents, the reseacher

tried out or survey to 50 with 34 questions to test validity and

reliability from the entire questioner. The standarization of

questions was tried with 50 respondents.The questioner was

56

divided in to four variables which are service quality, product

quality, promotion , and customer satisfaction.

According to Sugiono ( 2011: 178) test validity is used to measure

the legal valid or unvalid of a questionnaire. A questionnaire is said

valid if the questions on the questionnaire is able to reveal

something that will be on the questionnaire measurement. The total

score on test validity can be valid if the number of scores >0.30.

According to Imam Ghozali ( 2005: 42) reliablity measurement can

be done in 2 ways:

1. Measure or measurement repeated: here someone will be given the

same question s at different times, and then see if the remains

consistent with the answers.

2. One shot or one time measurement: here measurement only

running once and then the results were compared with another

question or measure the correlation between answers to questions.

SPSS provide facilities to measure the reliability with statistical uni

Cronbach alpha (α). A construct or variable is said cronbach

reliable if the value of alpha > 0.60.

As a gauge that shows consistency of the measuring instrument to

measure the same phenomenon in other occasions. To look of reliability

value, the variable cronbach alpha has a value greater than 0.60 ( Imam

Ghozali, 2005: 42).

57

Table 3.1

Result of Validity and Realibity Test for Service Quality

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

SQ1 34,4600 6,743 ,588 ,813

SQ2 34,4800 7,112 ,512 ,821

SQ3 34,4400 7,231 ,426 ,830

SQ4 34,1200 6,679 ,564 ,816

SQ5 34,4600 7,070 ,511 ,821

SQ6 34,4800 7,193 ,475 ,825

SQ7 34,4200 6,616 ,677 ,803

SQ8 34,3000 6,663 ,586 ,813

SQ9 34,2800 6,736 ,550 ,817

Source: Processed primary Data by SPSS 20

Based on table above 9 question about service quality it can be seen

that all questions are valid, because the score of α > 0.30, it means the

data is valid and have positive correlation or the score corrected item

total correlation is > 0.30, it means the data is valid.

Measurement result is reliable if the coefficient α > 0.60 ( Imam

Ghozali 2005: 42) from table above the value of Cronbach alpha more

than 0.60, it means 9 questions of service quality have the reliability

value is good and feasible.

58

Table 3.2

Result of Validity and Reliability Test for Product Quality

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

PQ1 25,9000 6,378 ,609 ,860

PQ2 25,8800 6,067 ,728 ,844

PQ3 25,8200 5,906 ,765 ,839

PQ4 25,8200 6,110 ,678 ,851

PQ5 25,8600 6,368 ,591 ,863

PQ6 25,8800 6,312 ,624 ,858

PQ7 25,9200 6,524 ,561 ,866

Source: Processed primary Data by SPSS 20

Based on table above 7 question about Product quality it can be seen

that all The questions are valid, because the score of α > 0.30, it means

the data is valid and have positive correlation or the score corrected

item total correlation is > 0.30, it means the data is valid.

Measurement result is reliable if the coefficient α > 0.60 ( Imam

Ghozali 2005: 42) from table above the value of Cronbach alpha more

than 0.60, it means 7 questions of product quality have the reliability

value is good and feasible

59

Table 3.3

Result of Validity and Reliability Test for promotion

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

PR1 34,4000 6,571 ,310 ,800

PR2 34,3800 6,240 ,438 ,783

PR3 34,3800 6,077 ,507 ,773

PR4 34,3800 6,077 ,507 ,773

PR5 34,3600 5,868 ,590 ,761

PR6 34,3800 6,077 ,507 ,773

PR7 34,4800 6,214 ,500 ,774

PR8 34,5200 6,214 ,533 ,771

PR9 34,6400 6,562 ,521 ,776

Source: Processed primary Data by SPSS 20

Based on table above 9 question about Promotion it can be seen that

all The questions are valid, because the score of α > 0.30, it means the

data is valid and have positive correlation or the score corrected item

total correlation is > 0.30, it means the data is valid.

Measurement result is reliable if the coefficient α > 0.60 ( Imam

Ghozali 2005: 42) from table above the value of Cronbach alpha more

than 0.60, it means 9 questions of promotion have the reliability value

is good and feasible.

60

Table 3.4

Result of Validity and Reliability Test for customer satisfaction

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

CS1 34,1600 6,137 ,542 ,763

CS2 34,1400 5,919 ,615 ,751

CS3 34,1200 6,189 ,544 ,763

CS4 34,1400 6,694 ,452 ,776

CS5 34,1800 6,926 ,381 ,784

CS6 34,1400 6,776 ,417 ,780

CS7 33,8200 6,273 ,543 ,763

CS8 34,1600 6,668 ,480 ,772

CS9 34,1800 7,049 ,327 ,791

Source: Processed primary Data by SPSS 20

Based on table above 9 question about Customer Satisfaction it can

be seen that all The questions are valid, because the score of α > 0.30,

it means thedata is valid and have positive correlation or the score

corrected item total correlation is > 0.30, it means the data is valid.

Measurement result is reliable if the coefficient α > 0.60 (Imam

Ghozali 2005: 42) from table above the value of Cronbach alpha more

than 0.60, it means 9 questions of customer satisfaction have the

reliability value is good and feasible.

a. Reliability Test

According to Imam Ghozali ( 2005: 42) reliablity measurement can be

done in 2 ways:

61

1. Measure or measurement repeated: here someone will be given the

same question s at different times, and then see if the remains

consistent with the answers.

2. One shot or one time measurement: here measurement only

running once and then the results were compared with another

question or measure the correlation between answers to questions.

SPSS provide facilities to measure the reliability with statistical uni

Cronbach alpha (α). A construct or variable is said cronbach reliable

if the value of alpha > 0.60.

As a gauge that shows consistency of the measuring instrument to

measure the same phenomenon in other occasions. To look of reliability

value, the variable cronbach alpha has a value greater than 0.60 ( Imam

Ghozoli, 2005: 42).

Table 3.5

1. Result of Reliability Test

Variables Cronbach’s

Alpha

Cronbach’s Alpha

Item- Corrected

Result

Service QualitY (X1) 0.835 0.60 Reliable

Product Quality (X2) 0.873 0.60 Reliable

Promotion (X3) 0.796 0.60 Reliable

Customer Satisfaction ( Y) 0.792 0.60 Reliable

Source: Processed primary Data by SPSS 20

62

The reliability test result of service quality, product quality,

promotion, and customer satisfaction as seen in the table above the

Cronbach’s Alpha are 0.835 ( Service quality), 0.873 ( Product quality),

0.796 ( Promotion) and 0.792 ( Customer satisfaction) which are more

than 0.60. Thus it can be concluded that the all respondent’s answers on

the understanding on them can said as reliable.

C. Classic assumption Test

1. Normality Test

Normality test is aimed to know data distribution in the variables

can be used in the research . A good data which can be used in the

research, which have normal distribution. One of the way to see

whether the data in this research are normal or not is by seeing p-p

plot graph. When the plots in the graph are distributed along the

diagonal line it can be said that the data has a normal distribution.

Figure 2.3

Source: Processed primary Data by SPSS 20

63

Based on the figure above this research has done normality data

disrtibution test. From the p-p plots above diagram above , it can

bee seen that the plots are distributed along the diagonal line . thus it

can be concluded that the data used in this research has a normal

distribution.

Figure 2.4

Source: Processed primary Data by SPSS 20

Based on the chart above the Histogram Graphic shows normal distribution .

So that regression model reqiures normality assumes.

64

2. Multicollinearity Test

According to the (Wibowo, 2012: 87) one way to detect

multicollinearity is to use a test tool called Variance inflation factor

(VIF). If the value of VIF < 10 it shows on the model there are no

symptoms of multicollinearity. From the table below , it can be

conclude every variable does not have multicollinearity effect

because that VIF< 10.

Table 3.6

Test of Multicollinearity

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) ,194 ,136 1,430 ,156

XI ,574 ,059 ,581 9,683 ,000 ,224 4,4

57

X2 ,222 ,041 ,247 5,455 ,000 ,393 2,5

44

X3 ,144 ,050 ,204 2,896 ,005 ,162 6,1

70

a. Dependent Variable: Y

Source: Processed primary Data by SPSS 20

Analaysis the data Tolerance value shows there is no independent

variable which has tolerance value less then 0.10 that means there

is no correlation among indepedent variables, In other hand VIF

shows similar things that there is no one indepedent variable has

VIF value more than 10, thus it can be concluded that there is no

65

multicollinearity among indepedent variables in regression model

and feasible to use.

3. Heteroscedasticity Test

According To (Wibowo, 2012: 93) if the result has a significance

probability value > alpha values (0.05) , then the model is not

experiencing heteroscedasticity. Based on the table below, when

significant probability value of variable greater than 0.05

Table 3.7

Test of Heteroscedasticity

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) -1,022E-015 ,136 ,000 1,000

XI ,000 ,059 ,000 ,000 1,000 ,224 4,457

X2 ,000 ,041 ,000 ,000 1,000 ,393 2,544

X3 ,000 ,050 ,000 ,000 1,000 ,162 6,170

a. Dependent Variable: Y

Source: Processed primary Data by SPSS 20

4. Autocorrelation Test

A model can be expressed is not the case if the probability value

autocorrelationsymptoms Durbin Waston > 0.05 (Wibowo, 2012:

106).

In this table below Durbin Watson symptoms (1.966) > 0.05, so

that model does not have autocorrelation effect.

66

Table 3.8

Test of Autocorrelation

Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

Durbin-

Watson

1 ,960a ,922 ,920 ,22499 1,966

a. Predictors: (Constant), x3, x2, x1

b. Dependent Variable: y

Source: Processed primary Data by SPSS 20

D. Mutiple regression Analysis

Table : 3.9

Coefficient Determination

Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

1 ,961a ,924 ,922 2,00404

a. Predictors: (Constant), x3, x2, x1

b. Dependent Variable: y

Source: Processed primary Data by SPSS 20

From the coefficient determination’s view from the table above

Adjust R square is 0.922 or 92.2% it means all indepedent variable

like service quality, product quality, and promotion, toward

customer satisfaction have significant influence about 92.2%. thus

the residual coefficient, around 7.8% it will expalin by the other

factors that is not calculated in this research.

67

Table 4.1

T- Test

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1,762 1,236 1,426 ,157

x1 ,569 ,060 ,576 9,547 ,000

x2 ,293 ,053 ,252 5,552 ,000

x3 ,142 ,050 ,204 2,852 ,005

a. Dependent Variable: y

Source: Processed primary Data by SPSS 20

1. Influence of service quality (X1) toward customer

satisfactionFrom the analysis of table above we can see that the

value of t-count (9.547) > t-table (1.9850) with the value of

significant is 0.000 < 0.05. thus we conclude Ho is rejected and

Ha is accept, so that the hypothesis there is a significant

influence between service quality toward customer satisfaction.

It means there is partially influence between service quality

toward customer satisfaction.

2. Influence of product quality (X2) toward customer

satisfactionFrom the analysis of table above we can see that the

value of t-count (5.552) > t-table (1.9850) with the value of

significant is 0.005< 0.05. Thus we conclude Ho is rejected and

Ha is accept, so that the hypothesis there is a significant

influence between product quality toward customer satisfaction.

68

It means there is partially influence between product quality

toward customer satisfaction.

3. Influence of promotion (X3) toward customer satisfaction

From the analysis of table above we can see that the value of t-

count (2.852) > t-table (1.9850) with the value of significant is

0.005 <0.05. thus we conclude Ho is rejected and Ha is accept,

so that the hypothesis there is a significant influence between

promotion toward customer satisfaction. It means there is

partially influence between promotion toward customer

satisfaction.

Table 4.2

F- TEST

ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1

Regression 4685,758 3 1561,919 388,908 ,000b

Residual 385,552 96 4,016

Total 5071,310 99

a. Dependent Variable: y

b. Predictors: (Constant), x3, x2, x1

Source: Processed primary Data by SPSS 20

From Test ANOVA or F test is obtained F value test is 388.908 with

probabilities 0.000. Because probabilities is smaller than 0.05 and F

test value (388.908 ) is higher than F table value (2.70) . F table

value get from significant value of 0.05 with df1 (number of

variables -1) = 4 and df2 (n-k-1) or 100-3-1 = 96 (n = number of data

69

and k = number of independent variables) priyatno, 2012 : 89) so it

get 2.70 from the F table. The value of F test is 388.908 > 2.70 and

the significant value is 0.000 < 0.05, it can be said that independent

variables like service quality, product quality, and promotion as

simultaneous can effect toward of customer satisfaction.

Table : 4.3

Coefficient of Regression

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) 1,762 1,236 1,426 ,157

x1 ,569 ,060 ,576 9,547 ,000

x2 ,293 ,053 ,252 5,552 ,000

x3 ,142 ,050 ,204 2,852 ,005

a. Dependent Variable: y

Source: Processed primary Data by SPSS 20

Based on table above we get regression equation as follows:

Y= 1.762 + 0.569 service quality + 0.293 product quality + 0.142

promotion + ei

Where:

Y: Customer satisfaction

X1 = Service quality

X2 = product quality

X3 = promotion

70

Variable service quality (X1) show that every addition to 1 unit

variable of service quality, it can cause an increase in customer satisfaction on

blue bird taxi, this means that there is a positive effect occurs between

service quality with a customer satisfaction. These appropriate with the

previous research by Agyapong Gloria K.Q in internationa journal of

business and management in 2011 entitled “ the Effect of Service Quality on

customer satisfaction” . Based on his research , there is a postive relationship

between service quality and customer satisfaction. Obtaining customer

satisfaction depends to a large extent on ensuring that firm maintains high

service quality standards. Putting in place quality mechanism has significant

effect on the level of customer satisfaction.

Variable product quality (X2) show that every addition to 1 unit

variable of product quality , it can cause an increase in customer satisfaction

on blue bird regular taxi, this means that there is a positive effect occurs

between product quality with a customer satisfaction. According the previous

research conduct to journal of university of india “ the effects of customer

service and product quality on customer satisfaction’’ by Asghar Afshar

Jahanshahi , Mohammad Ali Hajizadeh, and Seyed Abbas Mirdamadi in 2011

where their research explain that there is significant relationship between

product quality with a customer satisfaction, And also within their research

found out that the quality of product promotes customer satisfaction.

Variable promotion (X3) show that every addition to 1 unit variable

of promotion, it can cause an increase in customer satisfaction on blue bird

71

regular taxi, this means that there is a postive effect occurs between

promotion with a customer satisfaction. Based on Reicheld & Schefter (

2000) a great way to build customer satisfaction through promotion, company

need to give away a few things, product or service promotions are a great way

to build relationships with customers because everyone is out to find a good

deal.

72

CHAPTER V

CONCLUSION AND IMPLICATION

A. Conclusion

The purpose of this research is to find the influence of blue bird regular taxi’s

marketing strategy which is using service quality, product quality, and

promotion toward customer satisfaction . Based on the statistical test using the

SPSS software with 100 samples to represent the amount of population, and

also the research within the previous chapters, it can be concluded as below:

1. Partially,the variable of service quality can positively influence customer

satisfaction on blue bird regular taxi. Agyapong Gloria K.Q states that

there is a postive between service quality and customer satisfaction.

Obtaining customer satisfaction depends to a large extent on ensuring that

firm maintains high service quality standards. this is also proved on the

result of the regression coefficient shows the variable of the service quality

causes an increase of the customer satisfaction for blue bird regular taxi,

this means that the service quality has an influence toward customer

satisfaction and it is important for the company to increase the customer

satisfaction of blue bird regular taxi.

2. Partially, the Variable of product quality can positively influence

customer satisfaction on blue bird regular taxi. This has been proven on

the chapter IV, the result of the regression coefficient shows the variable

of the product quality causes an increase of the customer satisfaction for

blue bird regular taxi, this means that the product quality has an influence

toward customer satisfaction.

73

3. Partially, the variable of promotion can positively influence customer

satisfaction on blue bird regular taxi. Reicheld & Schefter ( 2000) had

states that a great way to build customer satisfaction through promotion,

company need to give away a few things, product or service promotions

are a great way to build relationships with customers because everyone is

out to find a good deal. Marketers using marketing communication as the

tool of promotion .

Blue bird regular taxi usally declare their promotion, established social

community and give clear message how the product do not have difference

between promotion word and reality. It makes peaple feel sympathy and

interested about their regular taxi.

4. The empirical result of this research provides a new understanding to

develop marketing strategies and contributions to the management of

company. The first benefit of this research is to know how to develop a

beneficial marketing strategy. Based on the result of this research, service

quality, product quality, and promotion can enhance the buying decision of

the product.

B. Implication

This Research has done many steps to accoplish the purpose of the

study. Therefore, there are some limitations and weakness that the researcher

felt that i was as an important part to do an improvement on the next research.

The limitations and weakness are coming from different area that faced by the

74

researcher. An external factor, as we know that this research is using

questioner as a tool in collecting data, so that there are many different

charracteristics of respondents who fulfill the questioner that effect the result

that might not be 100% of the expectation of the research and it will not be

perfect result as i should be.

The conclusion of this research will propose some implications that

hopefully will be helpful and useful for the company itself and others in need.

In this research, it is possible that the company can see what factors

influencing customer satisfaction because if the firm wants to be survive,

sustanaible and growth, customer satisfaction can build their loyalty, can

become informal agent by word of mouth concept and spread the information

about the product to their friends, family, neighboor, and other people.

C. Recommendation

This research has some recommendation for company and for the next

researchers.

1. Blue Bird regular taxi must improve the service, in term of time, if the

customers ordering the taxi by call so they dosen’t have to wait long

untill the taxi arrive.

2. Improvement also in service quality by providing skills drivers who can

speak foreign languages to build up a strong relationship with the foreign

users.

75

3. Higly improvement in product quality using the high quality cars, to avoid

any Defect in the quality of cars.

4. Due the fact that the competition in transportation is getting tougher , it’s

recommended that blue bird regular taxi should focus on customer

satisfaction. And customer needs.

5. Increase their promotional strategy to maximize alternative promotion

media, and provide new ways of communications that the customer can

easly get the product.

76

REFERENCES

Asghar Afshar Jahanshahi PhD Scholar in Business Administration Department

of Commerce & Research Center University of Pune, India, and

Mohammad Ali Hajizadeh Gashti Department of Management,

Faculty of Management and Human Resource Development Universiti

Teknologi Malaysia, Malaysia, June 2011 „‟ Study the Effects of

Customer Service and Product Quality on Customer Satisfaction.

Cooper, Donald and Schindler , Business Research Method. 8th edition. Mc-

Grrawill 2003.

Fitzsimmons, James and Fitzsimmons, Mona. Service Management. Fourth

Edition. Mc-Grawhill.

Ghozali, Imam, “ Aplikasi Analisis Multivariate Dengan Program SPSS”,

UNDIP, Semarang, 2005.

Gloria K.Q Agyapong Department of Management Studies, School of Business,

University of Cape Coast, Ghana May 2011 International Journal of

Business, The Effect of Service Quality on Customer Satisfaction in

the Utility Industry – A Case of Vodafone (Ghana).

Hamid, Abdul “Panduan Penulisan Skripsi, FEIS, Jakarta, 2007.

Hummayoun Naeem, Foundation University Institute of Engineering and

Management, Pakistan and Asma Akram, Fatima Jinnah Women

University, Pakistan, International Business & Economics Research

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Customer Satisfaction‟‟‟...

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Customer Satisfaction Application of Servqual Model..

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Customer Service and Product Quality on Customer Loyalty‟‟..

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ed.)McGraw- Hill/Irwin, New York, NY.

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value ; Boston : Harvard Business School Business.

Robinson, S. 2007 “ Measuring service quality, Current Thinking and Future

Requirements. Marketing intelligence and planning.

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78

80

Appendix 1. Questioner of Research

QUESTINNAIRE

Dear sir / madam

This form is a questionnaire called “ the influence of service quality, product quality, and

promotion toward customer satisfaction. A study case of blue bird regular taxi ” as a part of

my undergraduate thesis that i am undertaking now.

I’m with qualification below

Name : Mohamed Omar Jama

Nim : 109081100027

Major : Marketing Management

Faculty : Economic and Business

University : UIN Syarif Hidayatulloh Jakarta

Therefore this questionnaire is use to get further information on how service quality,

product quality, and promotion, influences customer satisfaction of blue bird regular taxi.

I make sure that all information collected from the questionnaire will only use in my

undergraduate thesis and will be kept confidentially.

Your time is completing this questionnaire is greatly apprecaited.

Data of Responders

Guidline: provide answers to the following questions by filling out the point or by making a

cross ( X) in front of the appropriate answers.

1. NAME:................................. ( not compulsory)

2. SEXT:.... ........................... ( M/ F)

3. Age :

A. < 20

B. 20 – 25

C. 25 – 35

D. > 35

81

Assignments of rating were given based on the information listed below:

1. SD (Storongly Disagree )

2. D (Dis agree)

3. N ( neutral)

4. A ( Agree)

5. SA ( strongly agree)

Have you Ever used Blue Bird Regular Taxi

a. YES

b. NO (Thanks for your participation, this Questionnaire is only for Blue Bird Taxi

Customers)

Service Quality ( X1)

NO QUESTION SD D N A SA

1 The service of blue bird regular taxi is high and it

has a comfortable AC

2 Blue bird regular taxi utilizes up- to- date

technology cars .

3 Communication Shared by Blue bird Regular taxi

in various media such as advertisement, video,

radio and so forth can be understood

4 Blue bird Regular taxi employess have the

knowledge about their work and provide service

accurately

5 the service of blue bird regular taxi have

dependability to the customers

6 blue bird regular taxi employess are always willing

to provide assistance to the customers

7 If something wrong in the taxi’s service blue bird

regular taxi employees could Recovery as fast as

they can and provide prompt services.

82

8 Blue bird regular taxi drivers are giving their

Respect and politness to the customers

9 Blue bird regular taxi employess always

understand what customer needs and they give their

personal attention.

Product quality ( X2)

NO QUESTION SD D N A SA

1 The shape of blue bird Regular taxi is unique and

makes me easy to recognize with other taxes

2 The Blue bird Regular taxi has a unique interior design

3 The Blue bid Regular taxi has very attractive color

4 feeling safe when i'm traveling with blue bird regular

taxi

5 The Blue bird Regular taxi has high quality radio

listening tools, and comfortable AC

6 The quality of blue bird regular taxi is High

7 the seats of blue bird Regular taxi are comfortable

Promotion ( X3)

NO QUESTION SD D N A SA

1 Promotion is done repeatedly to attract your

attention and trust on the product and the services

of blue bird Regular taxi

2 Blue bird Regular taxi advertisement aired on

radio is very interactive

3 Blue bird Regular taxi advertisement on

billboards is clear and unambiguous

4 Blue bird Regular taxi product coverage in

newspapaers or magazines is helpful to introduce

83

blue bird taxi to the public.

5 The promotion from blue bird regular taxi gives

complete information about the product.

6 promotional tools of the blue bird regular taxi

attract the attention of the customers

7 Blue bird regular taxi advertisement displayed on

brochures does not confuse the customers.

8 frequency of advertisement displayed on tv is very

often

9 Blue bird Regular taxi holds various music

concerts suck as rock and etc.

Customer satisfaction ( Y)

NO QUESTION SD D N A SA

1 The customer satisfaction of blue bird Regular

taxi is high

2 Blue bird provide opportunities for customers to

deliver criticism and complaints

3 Blue bird Regular taxi could satisfy customer’s

expectation better than their competitors

4 Blue bird provide opportunities for customers to

deliver advice

5 customers are enjoy the services provided by the

blue bird regular taxi

6 Blue bird Regular taxi it easy for customers to

find whereever they need

7 Blue bird could more realize the customer

compare the competitors

8 Service delivered by blue bird regular taxi meets

my expectations

9 Blue bird regular taxi are willing to focus

customer satisfaction

84

Appendix 2. Questioner Bahasa Indonesia

Kuesioner

Yth. Ibu/Bapak

Kuesioner ini ditujukan untuk memperoleh informasi yang akan digunakan dalam

penyusunan skripsi. Judul dari skripsi ini adalah “pengaruh kuliatas pelayanan, kualitas

produk, dan promosi terhadap kepuasan pelanggan (studi kasus dari taxi blue bird).”

Kuesioner ini digunakan untuk mendapatkan informasi mengenai bagaimana kualitas

pelayan, kualitas produk, dan promosi dapat mempengaruhi kepuasan pelanggan dari taxi

blue bird.

Saya pastikan bahwa semua informasi yang dikumpulkan dari kuesioner hanya akan

digunakan dalam skripsi saya dan akan disimpan secara rahasia.

Atas kerja sama bapak/ibu, saya ucapkan terimakasih

Identitas Responden

Petunjuk: Berilah jawaban dari setiap pertanyaan dengan tanda silang (x) didepan jawaban

yang diangap benar.

1. Nama :................................. ( Tidak wajib)

2. Jenis Kelamin :.... ........................... ( L/P)

3. Usia :

A. < 20

B. 20 -25

C. 25-35

D. > 35

Pernyataan diberikan berdasarkan informasi dibawah ini:

1. STS : Sangat Tidak Setuju

2. TS : Tidak Setuju

3. N : Netral

4. S : Setuju

5. SS : Sangat Setuju

A. Apakah anda pernah menggunakan bluebird taksi reguler?

a. Ya

b. Tidak (Terima kasih atas kesediaan anda, kuestioner ini ditujudkan pada

konsumen blue bird taksi regular, jika jawabannya tidak maka pertanyaan

dihentikan sampai disini).

Kualitas Pelayanan (X1)

NO Pertanyaan STS TS N S SS

1 Pelayanan blue bird taksi reguler sangat tinggi dan

memiliki AC nyaman

2 Taksi blue bird reguler menggunakan teknologi

mobil terbaru

3 Komunikasi yang diberikan oleh taksi blue bird

reguler di berbagai media seperti iklan, video, radio

dan sebagainya dapat dipahami

4 Karyawan taksi blue bird reguler memiliki

pengetahuan tentang pekerjaan mereka dan

memberikan layanan secara tepat

5 Pelayanan taksi blue bird reguler dapat diandalkan

oleh pelanggan

6 Karyawan taksi blue bird reguler selalu bersedia

untuk memberikan bantuan kepada pelanggan

7 Jika sesuatu terjadi pada pelayanan taxinya, maka

para karyawan Blue Bird dapat segera bangkit. Dan

menyediakan layanan yang cepat

8 Pengemudi taksi blue bird reguler menghormati

dan berprilaku sopan kepada pelanggan

9 Karyawan taksi blue bird reguler selalu mengerti

kebutuhan pelanggan dan mereka memberikan

pelayan terbaik kepada pelanggan.

Kualitas Produk ( X2)

NO Pertanyaan STS TS N S SS

1 Bentuk yang unik dari taksi blue bird reguler

menudahkan saya untuk mengenali dan membedakan

dari taksi yang lain

2 Taksi blue bird reguler memiliki desain interior yang

unik

3 Taksi blue bird reguler memiliki warna yang sangat

menarik

4 Saya merasa aman ketika berpergian menggunakan

taksi blue bird regular

5 Taksi blue bird reguler memiliki kualitas radio dan AC

yang baik

6 Taksi blue bird reguler memiliki kualitas yang tinggi

7 Taksi blue bird reguler memiliki tempat duduk yang

nyaman

Promosi ( X3)

NO Pertanyaan STS TS N S SS

1 Promosi yang sering dilakukan oleh taksi blue

bird reguler menarik perhatian dan kepercayaan

saya pada jasa yang ditawarkan

2 Iklan taksi blue bird reguler yang disiarkan di

radio sangat interaktif

3 Iklan taksi blue bird reguler yang ada di papan

reklame adalah jelas dan tidak ambigu

4 Terdapat pemberitaan mengenai taksi blue bird

reguler di koran atau majalah sangat membantu

untuk memperkenalkan taksi blue bird ke publik.

5 Prommosi dari taksi blue bird reguler memberikan

informasi yang lengkap tentang produk

6 Alat promosi yang digunakan taksi blue bird

reguler mampu menarik perhatian pelanggan

7 Brosur yang menampilkan iklan dari taksi blue

bird reguler tidak membingungkan pelanggan

8 Iklan taksi blue bird reguler sering muncul di tv

9 Taksi blue bird reguler memiliki berbagai jenis

koleksi music sepert rock dll.

Kepuasan Pelanggan ( Y)

NO Pertanyaan STS TS N S SS

1 Pelanggan memiliki kepusaan yang tinggi

terhadap taksi blue bird regular

2 Taksi blue bird reguler memberikan kesempatan

kepada pelanggan unutk menyampaikan kritik

dan keluhan

3 Taksi blue bird reguler dapat lebih baik

memenuhi harapan pelanggan dibandingkan

dengan pesaingnya

4 Taksi blue bird reguler memberikan kesempatan

kepada pelanggannya untuk memberikan

rekomendasi/saran

5 Pelanggan menikmati layanan yang diberikan

oleh taksi blue bird regular

6 Pelanggan dapat dengan mudah menemukan taksi

blue bird reguler kapanpu mereka membutuhkan

7 Blue bird taksi bisa lebih menyadari pelanggan

membandingkan pesaing

8 Layana yang diberikan taksi blue bird reguler

sesuai dengan harapan saya

9 Taksi blue bird reguler memiliki keinginan untuk

fokus terhadap kepuasan pelanggan

No Total

1 4 5 5 4 4 4 4 4 5 39

2 4 4 4 4 4 4 4 4 4 36

3 4 4 4 4 4 4 4 4 4 36

4 4 4 4 4 4 4 4 4 4 36

5 4 4 4 5 5 5 5 5 4 41

6 3 4 4 5 5 4 4 5 4 38

7 4 4 4 4 4 4 4 4 4 36

8 5 4 5 4 5 4 5 5 4 41

9 4 4 4 5 4 5 4 4 5 39

10 4 4 4 4 4 4 4 4 4 36

11 5 5 4 5 4 5 5 5 5 43

12 4 4 4 4 5 5 5 5 4 40

13 5 4 5 5 4 5 5 4 5 42

14 5 5 4 5 4 5 5 5 5 43

15 5 5 5 5 5 4 4 4 4 41

16 4 4 4 5 4 4 5 5 4 39

17 4 4 4 5 4 4 4 5 5 39

18 4 4 4 5 5 5 4 5 5 41

19 4 4 4 4 4 4 4 4 4 36

20 4 4 5 4 5 4 5 4 5 40

21 5 4 5 5 4 5 4 4 5 41

22 5 4 5 5 5 4 5 5 5 43

23 4 4 4 5 4 4 4 5 5 39

24 4 4 4 5 4 4 4 4 5 38

25 4 4 4 4 4 4 4 4 4 36

26 4 4 4 5 4 4 4 5 4 38

27 5 4 4 5 4 4 4 4 5 39

28 4 4 5 5 4 4 4 5 5 40

29 4 4 4 4 4 4 4 4 4 36

30 4 5 4 5 5 4 5 4 4 40

31 3 3 3 3 3 3 3 3 3 27

32 4 4 4 4 4 4 4 4 4 36

33 4 5 4 5 4 4 4 5 4 39

34 5 4 5 5 4 5 5 5 4 42

35 4 4 5 5 4 5 4 5 4 40

36 5 5 4 5 5 4 5 5 5 43

37 5 5 4 4 4 5 4 4 5 40

38 4 5 5 5 5 4 5 5 5 43

39 5 5 4 5 5 4 5 5 5 43

40 4 4 4 5 4 4 4 4 4 37

41 4 4 4 4 4 4 4 4 4 36

42 4 4 5 5 4 4 4 4 5 39

43 4 4 4 4 4 4 4 4 4 36

44 4 4 4 4 4 4 4 4 4 36

45 4 4 4 4 4 4 4 4 4 36

46 4 4 4 4 4 4 4 4 4 36

47 4 4 4 5 4 4 4 4 5 38

48 4 4 5 5 4 4 4 4 4 38

49 4 4 4 5 4 4 4 4 4 37

50 5 5 4 4 4 4 4 5 5 40

Appendix 3 Respondents Answer on Try Out Research Instrument

Questioner

SERVICE QUALITY

No Total

1 5 5 5 5 5 5 4 34

2 5 5 5 4 4 4 4 31

3 4 4 5 5 5 4 4 31

4 5 5 5 4 5 5 5 34

5 4 4 4 5 5 5 5 32

6 4 4 4 5 5 5 5 32

7 4 5 5 5 4 4 4 31

8 4 4 4 4 4 4 4 28

9 4 4 4 4 4 4 4 28

10 4 5 5 5 5 5 5 34

11 4 5 5 5 5 5 5 34

12 4 4 4 4 4 4 4 28

13 4 4 4 4 4 4 5 29

14 4 4 4 4 4 4 4 28

15 3 3 3 3 3 3 3 21

16 4 4 4 4 4 4 4 28

17 4 4 5 5 5 4 4 31

18 4 4 5 5 5 5 5 33

19 5 5 4 5 5 4 4 32

20 4 4 4 5 5 5 4 31

21 4 4 4 4 4 4 4 28

22 5 5 5 4 5 5 5 34

23 5 4 5 5 5 4 4 32

24 4 4 4 4 4 4 5 29

25 4 4 4 5 5 5 4 31

26 4 4 4 4 4 5 5 30

27 4 4 4 4 4 4 4 28

28 4 4 4 4 4 4 4 28

29 4 4 4 4 4 4 4 28

30 4 4 4 4 4 4 4 28

31 5 5 5 5 4 5 4 33

32 3 3 3 3 3 3 3 21

33 5 4 4 4 4 4 4 29

34 5 4 5 4 4 5 4 31

35 5 4 4 4 5 4 5 31

36 5 5 5 5 4 4 5 33

37 5 5 5 4 5 5 4 33

38 4 4 4 4 5 5 4 30

39 5 5 5 5 4 5 5 34

40 4 5 4 4 5 5 4 31

41 4 4 4 4 4 4 4 28

42 4 5 5 5 4 4 4 31

43 5 5 5 5 4 4 5 33

44 4 4 4 4 4 4 4 28

45 4 4 4 4 4 4 4 28

46 4 4 4 4 4 4 4 28

47 4 4 4 4 4 4 4 28

48 4 4 4 4 4 4 4 28

49 5 5 5 5 4 4 5 33

50 5 5 5 5 4 4 4 32

PRODUCT QUALITY

Appendix 4 Validity and Reliability of Try out Research Question

Result of Validity and Realibity Test for Service Quality

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

SQ1 34,4600 6,743 ,588 ,813

SQ2 34,4800 7,112 ,512 ,821

SQ3 34,4400 7,231 ,426 ,830

SQ4 34,1200 6,679 ,564 ,816

SQ5 34,4600 7,070 ,511 ,821

SQ6 34,4800 7,193 ,475 ,825

SQ7 34,4200 6,616 ,677 ,803

SQ8 34,3000 6,663 ,586 ,813

SQ9 34,2800 6,736 ,550 ,817

Source: Processed primary Data by SPSS 20

Result of Validity and Reliability Test for Product Quality

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

PQ1 25,9000 6,378 ,609 ,860

PQ2 25,8800 6,067 ,728 ,844

PQ3 25,8200 5,906 ,765 ,839

PQ4 25,8200 6,110 ,678 ,851

PQ5 25,8600 6,368 ,591 ,863

PQ6 25,8800 6,312 ,624 ,858

PQ7 25,9200 6,524 ,561 ,866

Source: Processed primary Data by SPSS 20

Result of Validity and Reliability Test for promotion

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

PR1 34,4000 6,571 ,310 ,800

PR2 34,3800 6,240 ,438 ,783

PR3 34,3800 6,077 ,507 ,773

PR4 34,3800 6,077 ,507 ,773

PR5 34,3600 5,868 ,590 ,761

PR6 34,3800 6,077 ,507 ,773

PR7 34,4800 6,214 ,500 ,774

PR8 34,5200 6,214 ,533 ,771

PR9 34,6400 6,562 ,521 ,776

Source: Processed primary Data by SPSS 20

Result of Validity and Reliability Test for customer satisfaction

Item-Total Statistics

Scale Mean

if Item

Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

CS1 34,1600 6,137 ,542 ,763

CS2 34,1400 5,919 ,615 ,751

CS3 34,1200 6,189 ,544 ,763

CS4 34,1400 6,694 ,452 ,776

CS5 34,1800 6,926 ,381 ,784

CS6 34,1400 6,776 ,417 ,780

CS7 33,8200 6,273 ,543 ,763

CS8 34,1600 6,668 ,480 ,772

CS9 34,1800 7,049 ,327 ,791

Source: Processed primary Data by SPSS 20

1. Result of Reliability Test

Variables Cronbach’s

Alpha

Cronbach’s Alpha

Item- Corrected

Result

Service QualitY (X1) 0.835 0.60 Reliable

Product Quality (X2) 0.873 0.60 Reliable

Promotion (X3) 0.796 0.60 Reliable

Customer Satisfaction ( Y) 0.792 0.60 Reliable

Source: Processed primary Data by SPSS 20

No TOTAL AVERAGE

1 4 5 5 4 4 4 4 4 5 39 4,333333

2 4 4 4 4 4 4 4 4 4 36 4

3 4 4 4 4 4 4 4 4 4 36 4

4 4 4 4 4 4 4 4 4 4 36 4

5 4 4 4 5 5 5 5 5 4 41 4,555556

6 3 4 4 5 5 4 4 5 4 38 4,222222

7 4 4 4 4 4 4 4 4 4 36 4

8 5 4 5 4 5 4 5 5 4 41 4,555556

9 4 4 4 5 4 5 4 4 5 39 4,333333

10 4 4 4 4 4 4 4 4 4 36 4

11 5 5 4 5 4 5 5 5 5 43 4,777778

12 4 4 4 4 5 5 5 5 4 40 4,444444

13 5 4 5 5 4 5 5 4 5 42 4,666667

14 5 5 4 5 4 5 5 5 5 43 4,777778

15 5 5 5 5 5 4 4 4 4 41 4,555556

16 4 4 4 5 4 4 5 5 4 39 4,333333

17 4 4 4 5 4 4 4 5 5 39 4,333333

18 4 4 4 5 5 5 4 5 5 41 4,555556

19 4 4 4 4 4 4 4 4 4 36 4

20 4 4 5 4 5 4 5 4 5 40 4,444444

21 5 4 5 5 4 5 4 4 5 41 4,555556

22 5 4 5 5 5 4 5 5 5 43 4,777778

23 4 4 4 5 4 4 4 5 5 39 4,333333

24 4 4 4 5 4 4 4 4 5 38 4,222222

25 4 4 4 4 4 4 4 4 4 36 4

26 4 4 4 5 4 4 4 5 4 38 4,222222

27 5 4 4 5 4 4 4 4 5 39 4,333333

28 4 4 5 5 4 4 4 5 5 40 4,444444

29 4 4 4 4 4 4 4 4 4 36 4

30 4 5 4 5 5 4 5 4 4 40 4,444444

31 3 3 3 3 3 3 3 3 3 27 3

32 4 4 4 4 4 4 4 4 4 36 4

33 4 5 4 5 4 4 4 5 4 39 4,333333

34 5 4 5 5 4 5 5 5 4 42 4,666667

35 4 4 5 5 4 5 4 5 4 40 4,444444

36 5 5 4 5 5 4 5 5 5 43 4,777778

37 5 5 4 4 4 5 4 4 5 40 4,444444

38 4 5 5 5 5 4 5 5 5 43 4,777778

39 5 5 4 5 5 4 5 5 5 43 4,777778

40 4 4 4 5 4 4 4 4 4 37 4,111111

41 4 4 4 4 4 4 4 4 4 36 4

42 4 4 5 5 4 4 4 4 5 39 4,333333

43 4 4 4 4 4 4 4 4 4 36 4

44 4 4 4 4 4 4 4 4 4 36 4

45 4 4 4 4 4 4 4 4 4 36 4

46 4 4 4 4 4 4 4 4 4 36 4

47 4 4 4 5 4 4 4 4 5 38 4,222222

48 4 4 5 5 4 4 4 4 4 38 4,222222

49 4 4 4 5 4 4 4 4 4 37 4,111111

Appendix 5 Respondents Answer on Research Instrument

Questioner

Service quality

50 5 5 4 4 4 4 4 5 5 40 4,444444

51 1 1 1 1 1 1 1 1 1 9 1

52 2 2 2 2 2 2 2 2 2 18 2

53 2 2 2 2 2 2 2 2 2 18 2

54 2 2 2 2 2 2 2 2 2 18 2

55 2 2 2 2 2 2 2 2 2 18 2

56 2 2 2 2 2 2 2 2 2 18 2

57 2 2 2 3 3 3 3 3 3 24 2,666667

58 3 3 3 3 3 3 3 2 2 25 2,777778

59 2 2 2 2 2 2 2 2 2 18 2

60 2 2 2 2 2 2 2 2 3 19 2,111111

61 2 2 2 2 2 2 2 2 2 18 2

62 2 2 2 2 2 2 2 2 2 18 2

63 3 3 3 3 3 3 4 4 4 30 3,333333

64 3 3 3 3 2 2 2 3 3 24 2,666667

65 3 3 3 3 3 3 3 3 3 27 3

66 3 3 3 3 3 3 3 3 3 27 3

67 4 4 4 4 4 3 4 4 4 35 3,888889

68 4 4 4 4 4 3 4 4 4 35 3,888889

69 3 3 3 3 3 3 3 3 3 27 3

70 4 4 4 4 4 3 4 3 4 34 3,777778

71 3 3 3 3 3 3 3 3 3 27 3

72 3 3 3 3 3 3 4 4 4 30 3,333333

73 4 4 4 4 4 3 4 4 3 34 3,777778

74 3 3 3 3 3 4 3 3 3 28 3,111111

75 4 4 4 4 3 3 4 4 3 33 3,666667

76 4 4 4 4 3 3 4 3 3 32 3,555556

77 4 4 4 4 3 3 3 4 3 32 3,555556

78 3 3 3 3 3 2 2 2 2 23 2,555556

79 3 4 2 4 2 4 4 4 4 31 3,444444

80 4 4 4 4 3 3 4 3 3 32 3,555556

81 4 4 4 4 3 3 4 3 3 32 3,555556

82 4 4 3 3 3 3 4 3 4 31 3,444444

83 4 4 4 2 4 4 4 4 3 33 3,666667

84 3 4 3 2 4 3 3 4 3 29 3,222222

85 4 4 3 3 4 3 4 3 4 32 3,555556

86 4 3 3 4 4 3 4 3 4 32 3,555556

87 4 3 4 3 4 3 4 3 4 32 3,555556

88 3 4 4 3 4 3 4 3 4 32 3,555556

89 4 3 3 4 4 3 4 3 4 32 3,555556

90 4 4 3 3 3 3 4 3 4 31 3,444444

91 4 1 4 4 4 4 4 4 4 33 3,666667

92 4 4 4 4 3 3 3 3 4 32 3,555556

93 4 2 2 4 3 4 4 4 4 31 3,444444

94 4 4 4 2 4 4 3 4 4 33 3,666667

95 5 5 4 4 4 4 5 4 5 40 4,444444

96 4 4 2 4 4 4 4 4 4 34 3,777778

97 4 2 3 4 4 3 4 4 4 32 3,555556

98 4 4 4 4 4 3 3 3 3 32 3,555556

99 4 2 4 4 2 4 4 3 4 31 3,444444

100 1 4 3 4 4 4 4 4 4 32 3,555556

Appendix 6 Test of Normality

Source: Processed primary Data by SPSS 20

Source: Processed primary Data by SPSS 20

Appendix 7 Test of Classic Assumption

Test of Multicollinearity

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) ,194 ,136 1,430 ,156

XI ,574 ,059 ,581 9,683 ,000 ,224 4,4

57

X2 ,222 ,041 ,247 5,455 ,000 ,393 2,5

44

X3 ,144 ,050 ,204 2,896 ,005 ,162 6,1

70

a. Dependent Variable: Y

Source: Processed primary Data by SPSS 20

Test of Heteroscedasticity

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) -1,022E-015 ,136 ,000 1,000

XI ,000 ,059 ,000 ,000 1,000 ,224 4,457

X2 ,000 ,041 ,000 ,000 1,000 ,393 2,544

X3 ,000 ,050 ,000 ,000 1,000 ,162 6,170

a. Dependent Variable: Y

Source: Processed primary Data by SPSS 20

Appendix 8 Multiple Regression Analysis

Coefficient Determination

Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

1 ,961a ,924 ,922 2,00404

a. Predictors: (Constant), x3, x2, x1

T- Test

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1,762 1,236 1,426 ,157

x1 ,569 ,060 ,576 9,547 ,000

x2 ,293 ,053 ,252 5,552 ,000

x3 ,142 ,050 ,204 2,852 ,005

a. Dependent Variable: y

Source: Processed primary Data by SPSS 20

F- TEST

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 4685,758 3 1561,919 388,908 ,000b

Residual 385,552 96 4,016

Total 5071,310 99

a. Dependent Variable: y

b. Predictors: (Constant), x3, x2, x1

Source: Processed primary Data by SPSS 20