Lampiran 1 Kuesioner Penelitian
PENGARUH CITRA MEREK TERHADAP KESEDIAAN MEMBAYAR MAHAL DONUT KEMASAN PAKET J.CO DONUTS & COFFEE CABANG PLAZA MEDAN FAIR PADA MAHASISWA FAKULTAS EKONOMI&BISNIS UNIVERSITAS SUMATERA UTARA No. Responden : .......
Identitas Responden Nama
:
Umur
:
Jenis Kelamin
:
□ Pria
Frekuensi membeli
:
(
) satu kali dalam sebulan
(
) dua kali dalam sebulan
(
) lebih dari dua kali dalam sebulan
□ Wanita
Petunjuk Pengisian Berilah tanda check list √) ( pada salah satu jawaban yang telah disediakan sesuai dengan pendapat saudara
Keterangan : Sangat Setuju
(SS)
Setuju
(S)
Kurang Setuju
(KS)
Tidak Setuju
(TS)
Sangat Tidak Setuju
(STS)
Daftar Pertanyaan
Universitas Sumatera Utara
Variabel Citra Merek
Skala Ukur
No.
Pernyataan
SS
1.
Donat kemasan J.Co donuts&coffee memiliki
S
KS
TS
STS
rasa yang berbeda 2.
Saya dapat memilih donat dengan berbagai variasi topping yang banyak hanya di J.Co donuts&coffee
3.
Bisa
membeli
donat
J.Co
donuts&coffee
membuat saya bangga daripada membeli donat dengan merek lain 4.
Restoran donat J.Co merupakan restoran donat dengan lifestyle anak muda
5.
J.Co donuts&coffee berbeda dari donat-donat lain karena berstruktur lebih lembut
6.
J.Co donuts&coffee merupakan merek asli Indonesia
7.
ketika membeli donat di J.Co donuts &coffee Saya dapat melihat atraksi cara pembuatan donat
8.
J.Co donuts &coffee menawarkan banyak variasi donat dengan nama-nama yang unik
Variabel Kesediaan Membayar Mahal No. 1.
Pernyataan
Skala Ukur Ya
Tidak
Apakah anda bersedia untuk membayar mahal?
TERIMA KASIH ATAS WAKTU DAN PARTISIPASI ANDA
Universitas Sumatera Utara
Lampiran 2 Output Analisis Deskriptif kelompok umur Cumulative Frequency Valid
Percent
Valid Percent
Percent
17-20
15
18.5
18.5
18.5
21-23
58
71.6
71.6
90.1
>24
8
9.9
9.9
100.0
Total
81
100.0
100.0
Jenis_Kelamin Cumulative Frequency Valid
Percent
Valid Percent
Percent
Laki-Laki
32
39.5
39.5
39.5
Perempuan
49
60.5
60.5
100.0
Total
81
100.0
100.0
Frekuensi_Membeli Cumulative Frequency Valid
Percent
Valid Percent
Percent
satu kali dalam sebulan
63
77.8
77.8
77.8
dua kali dalam sebulan
16
19.8
19.8
97.5
2
2.5
2.5
100.0
81
100.0
100.0
lebih dari dua kali sebulan Total
Distribusi Jawaban Variabel Citra Merek dan Kesediaan Membayar Mahal Statistics
Universitas Sumatera Utara
Kesediaan_memb P1 NValid Missing
P2
P3
P4
P5
P6
P7
P8
ayar_mahal
81
81
81
81
81
81
81
81
81
0
0
0
0
0
0
0
0
0
P1 Cumulative Frequency Valid
Percent
Valid Percent
Percent
2
2
2.5
2.5
2.5
3
24
29.6
29.6
32.1
4
35
43.2
43.2
75.3
5
20
24.7
24.7
100.0
Total
81
100.0
100.0
P2 Cumulative Frequency Valid
Percent
Valid Percent
Percent
2
5
6.2
6.2
6.2
3
17
21.0
21.0
27.2
4
38
46.9
46.9
74.1
5
21
25.9
25.9
100.0
Total
81
100.0
100.0
P3 Cumulative Frequency Valid
Percent
Valid Percent
Percent
2
5
6.2
6.2
6.2
3
29
35.8
35.8
42.0
Universitas Sumatera Utara
4
34
42.0
42.0
84.0
5
13
16.0
16.0
100.0
Total
81
100.0
100.0
P4 Cumulative Frequency Valid
Percent
Valid Percent
Percent
1
3
3.7
3.7
3.7
2
5
6.2
6.2
9.9
3
28
34.6
34.6
44.4
4
33
40.7
40.7
85.2
5
12
14.8
14.8
100.0
Total
81
100.0
100.0
P5 Cumulative Frequency Valid
Percent
Valid Percent
Percent
1
3
3.7
3.7
3.7
2
1
1.2
1.2
4.9
3
20
24.7
24.7
29.6
4
39
48.1
48.1
77.8
5
18
22.2
22.2
100.0
Total
81
100.0
100.0
P6 Cumulative Frequency Valid
Percent
Valid Percent
Percent
1
3
3.7
3.7
3.7
2
4
4.9
4.9
8.6
3
25
30.9
30.9
39.5
4
37
45.7
45.7
85.2
5
12
14.8
14.8
100.0
Universitas Sumatera Utara
P6 Cumulative Frequency Valid
Percent
Valid Percent
Percent
1
3
3.7
3.7
3.7
2
4
4.9
4.9
8.6
3
25
30.9
30.9
39.5
4
37
45.7
45.7
85.2
5
12
14.8
14.8
100.0
Total
81
100.0
100.0
P7 Cumulative Frequency Valid
Percent
Valid Percent
Percent
1
3
3.7
3.7
3.7
2
9
11.1
11.1
14.8
3
20
24.7
24.7
39.5
4
34
42.0
42.0
81.5
5
15
18.5
18.5
100.0
Total
81
100.0
100.0
P8 Cumulative Frequency Valid
Percent
Valid Percent
Percent
2
1
1.2
1.2
1.2
3
16
19.8
19.8
21.0
4
45
55.6
55.6
76.5
5
19
23.5
23.5
100.0
Total
81
100.0
100.0
Universitas Sumatera Utara
Kesediaan_membayar_mahal Cumulative Frequency Valid
Tidak bersedia membayar
Percent
Valid Percent
Percent
32
39.5
39.5
39.5
Bersedia membayar mahal
49
60.5
60.5
100.0
Total
81
100.0
100.0
mahal
Lampiran 3 Output Validitas Data Dan Reliabilitas Tes Case Processing Summary N Cases
Valid
% 30
100.0
0
.0
30
100.0
a
Excluded Total
a. Listwise deletion based on all variables in the procedure. Item-Total Statistics Corrected Item-
Cronbach's
Scale Mean if
Scale Variance if
Total
Alpha if Item
Item Deleted
Item Deleted
Correlation
Deleted
P1
26.57
26.530
.613
.885
P2
25.97
24.516
.787
.869
P3
26.60
26.524
.664
.882
P4
26.63
22.309
.714
.878
P5
26.00
24.621
.750
.872
P6
26.60
22.248
.719
.878
P7
26.03
25.068
.712
.876
P8
25.83
27.385
.511
.893
Reliability Statistics Cronbach's Alpha
N of Items .893
8
Universitas Sumatera Utara
Lampiran 4 Output Analisis Logistik
Logistic Regression [DataSet0]
Case Processing Summary a
Unweighted Cases Selected Cases
N Included in Analysis Missing Cases Total
Unselected Cases Total
Percent 81
100.0
0
.0
81
100.0
0
.0
81
100.0
a. If weight is in effect, see classification table for the total number of cases.
Dependent Variable Encoding Original Value
Internal Value
Tidak bersedia membayar
0
mahal Bersedia membayar mahal
1
Block 1: Method = Enter a,b,c,d
Iteration History
Coefficients Iteration Step 1
-2 Log likelihood
Constant
Citra_merek
1
103.246
-3.382
.123
2
103.165
-3.788
.138
3
103.165
-3.799
.138
4
103.165
-3.799
.138
a. Method: Enter b. Constant is included in the model. c. Initial -2 Log Likelihood: 108,695
Universitas Sumatera Utara
a,b,c,d
Iteration History
Coefficients Contingency Table for Hosmer and Lemeshow Test Kesediaan_membayar_mahal = Tidak
Kesediaan_membayar_mahal =
bersedia membayar mahal
Bersedia membayar mahal
Observed Step 1
Observed
Expected
Total
1
6
6.419
5
4.581
11
2
3
3.610
4
3.390
7
3
7
5.293
4
5.707
11
4
2
3.574
6
4.426
8
5
3
2.477
3
3.523
6
6
6
3.986
5
7.014
11
7
1
1.815
5
4.185
6
8
1
2.083
7
5.917
8
9
3
2.064
6
6.936
9
10
0
.677
4
3.323
4
Iteration Step 1
Expected
-2 Log likelihood
Constant
Citra_merek
1
103.246
-3.382
.123
2
103.165
-3.788
.138
3
103.165
-3.799
.138
4
103.165
-3.799
.138
a. Method: Enter b. Constant is included in the model. d. Estimation terminated at iteration number 4 because parameter estimates changed by less than ,001.
Omnibus Tests of Model Coefficients Chi-square Step 1
df
Sig.
Step
5.530
1
.019
Block
5.530
1
.019
Model
5.530
1
.019
Model Summary
Universitas Sumatera Utara
Step
-2 Log likelihood
1
Cox & Snell R Square
103.165
a
Nagelkerke R Square
.066
.089
a. Estimation terminated at iteration number 4 because parameter estimates changed by less than ,001.
Hosmer and Lemeshow Test Step
Chi-square
1
df
7.029
Sig. 8
.533
Classification Table
a
Predicted Kesediaan_membayar_mahal Tidak bersedia Observed Step 1
Kesediaan_membayar_mahal
Bersedia
Percentage
membayar mahal membayar mahal Tidak bersedia membayar mahal Bersedia membayar mahal
Correct
9
23
28.1
9
40
81.6
Overall Percentage
60.5
a. The cut value is ,500
Variables in the Equation 95,0% C.I.for EXP(B) B Step 1
a
Citra_merek Constant
S.E.
Wald
df
Sig.
Exp(B)
.138
.062
5.054
1
.025
1.148
-3.799
1.878
4.091
1
.043
.022
Lower 1.018
a. Variable(s) entered on step 1: Citra_merek.
Universitas Sumatera Utara
Upper 1.296
Step number: 1 Observed Groups and Predicted Probabilities 16 ┼
┼
│
│
│ │
R
12 ┼
E
│
Q
│
U
│
E B N B C B Y B
8 ┼
│
F
B
B
B
B
T B
B
│
B
│
B
B
B
T
B
B
B
T
B
B
B
B
T
B
B
B
B
T
B
T
B
B
B
B
T
T
T
B
T
T
T
B
B
T
T
T
T
T
T
T
B
B
┼ │ │
│
│
4 ┼
┼
│
│
│
B
B
│
│
B
B
┼
│
B
B
│
B
│
B
B
B
│ T B T T T T T T T T B T T T T B B │ Predicted ─────────┼─────────┼─────────┼─────────┼─────────┼─────────┼─────────┼─── ──────┼─────────┼────────── Prob: 0 ,1 ,2 ,3 ,4 ,5 ,6 ,7 ,8 ,9 1 Group: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBB Predicted Probability is of Membership for Bersedia membayar mahal The Cut Value is ,50 Symbols: T - Tidak bersedia membayar mahal B - Bersedia membayar mahal Each Symbol Represents 1 Case.
Block 0: Beginning Block a,b,c
Iteration History
Coefficients Iteration Step 0
-2 Log likelihood
Constant
1
108.696
.420
2
108.695
.426
3
108.695
.426
a. Constant is included in the model.
Universitas Sumatera Utara
ep 0
b. Initial -2 Log Likelihood: 108,695 c. Estimation terminated at iteration number 3 because parameter estimates changed by less than ,001.
Classification Table
a,b
Predicted Kesediaan_membayar_mahal Tidak bersedia Observed
Bersedia
Percentage
membayar mahal membayar mahal
Kesediaan_membayar_mahal
Tidak bersedia membayar mahal Bersedia membayar mahal
Correct
0
32
.0
0
49
100.0
Overall Percentage
60.5
Constant is included in the model.
The cut value is ,500
Variables in the Equation B Step 0
Constant
S.E. .426
Wald
.227
df
3.514
Sig. 1
Exp(B) .061
1.531
Variables not in the Equation Score Step 0
Variables
Citra_merek
Overall Statistics
df
Sig.
5.332
1
.021
5.332
1
.021
Lampiran 5 Output Pengujian Hipotesis b
ANOVA Model 1
Sum of Squares Regression
df
Mean Square
1.274
1
1.274
Residual
18.084
79
.229
Total
19.358
80
F
Sig.
5.567
.021
a
Universitas Sumatera Utara
b
ANOVA Model
Sum of Squares
1
Regression
df
Mean Square
1.274
1
1.274
Residual
18.084
79
.229
Total
19.358
80
F
Sig.
5.567
.021
a
a. Predictors: (Constant), Citra_merek b. Dependent Variable: Kesediaan_membayar_mahal b
Model Summary
Model
1
R
R Square
.782
.611
Adjusted R
Std. Error of the
Square
Estimate
.609
2.413
a. Predictors: (Constant), Citra_merek b. Dependent Variable: Kesediaan_Membayar_Mahal
Universitas Sumatera Utara
