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Lampiran 1. Kuesioner penelitian TANGGAL PENGISIAN:
NO KUESIONER: KUESIONER PENELITIAN
“Analisis Pengaruh Brand Image Terhadap Keputusan Pembelian Simcard IM3” Kuesioner ini merupakan salah satu instrument penelitian dalam penyusunan skripsi yang dilakukan oleh: Nama : Exval Mahendra Saputro NIM : H24061063 Departemen : Manajemen Fakultas : Ekonomi dan Manajemen Universitas : Institut Pertanian Bogor Terima kasih atas kesediaan Saudara untuk menjadi salah satu responden dalam pengisian kuesioner ini. Informasi yang didapatkan dalam hanya digunakan untuk penelitian dan dijamin kerahasiannya. Atas bantuannya, saya ucapkan terima kasih. Petunjuk pengisian: Isilah pertanyaan dibawah ini sesuai dengan pengetahuan Anda. Untuk pertanyaan yang bersifat pilihan, silahkan isi dengan tanda silang (X) pada pilihan Anda. Screening Apakah Anda memiliki handphone? a. Ya (Lanjutkan ke pertanyaan selanjutnya)
b. Tidak (Stop)
Apakah Anda membeli dan menggunakan simcard GSM prabayar? a. Ya (Lanjutkan ke pertanyaan selajutnya) b. Tidak (Stop) Karakteristik Responden 1. Nama : 2. Jurusan/Fakultas/Angkatan : 3. Jenis Kelamin : a. Laki-laki b. Perempuan 4. Pengeluaran rata-rata per bulan: a. < Rp 500.000 c. Rp 1.000.000-Rp 1.500.000 b. Rp 500.000-Rp 1.000.000 d. > Rp 1.500.000 5. Pengeluaran rata-rata untuk pulsa per bulan: a. < Rp 50.000 c. Rp 75.000-Rp 100.000 b. Rp 50.000-Rp 75.000 d. > Rp 100.000
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Lanjutan Lampiran 1. Brand Image 6. Sebutkan satu merek simcard seluler GSM prabayar yang paling Anda ingat: ……….. 7. Sebutkan merek lainnya yang Anda ingat: a. …………………… c. ………………… b. …………………… d. ………………… 8. Apakah Anda mengenal merek IM3? a. Ya, dan saya telah mencantumkannya di atas b. Ya, dan saya lupa mencantumkannya di atas c. Tidak 9. Apakah Anda mengenal merek XL? : a. Ya b. Tidak 10. Apakah Anda mengenal merek Kartu As? : a. Ya b. Tidak 11. Apakah Anda mengenal merek Mentari? : a. Ya b. Tidak 12. Apakah Anda mengenal merek Simpati? : a. Ya b. Tidak 13. Apakah asosiasi Anda terhadap merek IM3? No Atribut 1 Jangkauan wilayah yang luas 2 Sinyal atau jaringan yang kuat 3 Fitur yang beragam (GPRS, MMS, 3G dll) 4 Koneksi internet yang cepat 5 Kemasan starter pack menarik 6 Tarif percakapan murah 7 Tarif SMS murah 8 Tarif GPRS murah 9 Harga starter pack murah 10 Variasi harga pilihan voucher isi ulang yang murah 11 Bonus banyak dan beragam 12 Promo dijelaskan secara baik 13 Mudah mendapatkan starter pack dan voucher 14 Costumer service yang responsive
Ya
Tidak
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Lanjutan Lampiran 1. Perbandingan dengan pesaing 14. Berikan penilaian seberapa penting atribut yang dimiliki kartu seluler GSM prabayar berikut terhadap keputusan pembelian! Keterangan: STP = Sangat Tidak Penting TP = Tidak Penting CP = Cukup Penting P = Penting SP = Sangat penting No 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Atribut Jangkauan wilayah luas Sinyal atau jaringan kuat Fitur (GPRS, MMS, dll) Koneksi internet cepat Kemasan starter pack menarik Tarif percakapan murah Tarif SMS murah Tarif GPRS murah Harga starter pack murah Variasi harga pilihan voucher isi ulang murah Bonus banyak dan beragam Promo dijelaskan secara baik Kemudahan mendapatkan starter pack dan voucher Costumer service yang responsive
STP
TP
CP
P
15. Bagaimana persepsi Anda mengenai kinerja atribut yang dimiliki oleh kartu seluler berikut? Ket: Beri penilaian pada kotak yang telah ditentukan dengan rincian STS: Jika Anda SANGAT TIDAK SETUJU dengan atribut. TS: Jika Anda TIDAK SETUJU dengan atribut. CS: Jika Anda CUKUP SETUJU dengan atribut. S: Jika Anda SETUJU dengan atribut. SS: Jika Anda SANGAT SETUJU dengan atribut. No 1 2 3
Atribut Jangkauan wilayah yang luas Sinyal atau jaringan yang kuat Fitur yang beragam (GPRS, MMS, dll)
IM3
XL
Kartu As
Mentari
Simpati
SP
70
No 4 5 6 7 8 9 10
11 12 13
14
Atribut Koneksi internet yang cepat Kemasan starter pack menarik Tarif percakapan murah Tarif SMS murah Tarif GPRS murah Harga starter pack murah Variasi harga pilihan voucher isi ulang yang murah Bonus banyak dan beragam Promo dijelaskan secara baik Mudah mendapatkan starter pack dan voucher Costumer service yang responsive
IM3
XL
Kartu As
Mentari
Simpati
Keputusan Pembelian 16. Apakah Anda membeli dan menggunakan simcard IM3 sebagai provider layanan seluler? a. Ya (Lanjutkan ke no 17) b. Tidak (Lanjutkan ke no 18) 17. Jika Ya, selain menggunakan IM3, apakah anda menggunakan simcard GSM prabayar lain? a. Ya, sebutkan……….. b. Tidak, hanya IM3 (STOP) 18. Jika Tidak, maka simcard merek apa yang Anda beli dan gunakan saat ini? a. XL c. Mentari e. Lainnya, sebutkan……. b. Kartu As d. Simpati
TERIMA KASIH ATAS PARTISIPASI DAN KERJASAMA ANDA
Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N
*. Correlation is significant at the 0.05 level (2-tailed) .
**. Correlation is significant at the 0.01 level (2-tailed) .
VAR00015
VAR00014
VAR00013
VAR00012
VAR00011
VAR00010
VAR00009
VAR00008
VAR00007
VAR00006
VAR00005
VAR00004
VAR00003
VAR00002
VAR00001
Correlations
VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 .632** .423** .373** -.017 .239 .030 .262 .133 .507** .262 .196 .357* .230 .552** .000 .002 .008 .909 .095 .834 .066 .356 .000 .066 .172 .011 .108 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .632** 1 .552** .504** .113 .131 .081 .585** .027 .435** .219 -.076 .238 .000 .512** .000 .000 .000 .435 .366 .578 .000 .854 .002 .127 .602 .097 1.000 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .423** .552** 1 .735** .096 .074 .026 .524** .177 .428** .270 .046 .355* -.011 .601** .002 .000 .000 .509 .610 .857 .000 .220 .002 .058 .749 .011 .937 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .373** .504** .735** 1 .248 .186 .080 .535** .256 .409** .248 -.053 .266 .115 .627** .008 .000 .000 .083 .197 .582 .000 .073 .003 .082 .715 .062 .426 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 -.017 .113 .096 .248 1 .161 .135 .157 .620** .181 .174 .101 .317* .224 .496** .909 .435 .509 .083 .265 .350 .276 .000 .209 .226 .486 .025 .118 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .239 .131 .074 .186 .161 1 .720** .184 .225 .214 .184 .112 -.064 .359* .433** .095 .366 .610 .197 .265 .000 .200 .116 .136 .200 .439 .659 .010 .002 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .030 .081 .026 .080 .135 .720** 1 .304* .212 .195 .225 .192 .029 .274 .414** .834 .578 .857 .582 .350 .000 .032 .140 .174 .116 .181 .842 .054 .003 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .262 .585** .524** .535** .157 .184 .304* 1 .173 .293* .196 .073 .312* .088 .585** .066 .000 .000 .000 .276 .200 .032 .229 .039 .173 .613 .027 .545 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .133 .027 .177 .256 .620** .225 .212 .173 1 .360* .420** .223 .420** .119 .612** .356 .854 .220 .073 .000 .116 .140 .229 .010 .002 .119 .002 .410 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .507** .435** .428** .409** .181 .214 .195 .293* .360* 1 .437** .247 .324* .203 .688** .000 .002 .002 .003 .209 .136 .174 .039 .010 .001 .084 .022 .157 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .262 .219 .270 .248 .174 .184 .225 .196 .420** .437** 1 .340* .444** .021 .607** .066 .127 .058 .082 .226 .200 .116 .173 .002 .001 .016 .001 .887 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .196 -.076 .046 -.053 .101 .112 .192 .073 .223 .247 .340* 1 .355* .332* .444** .172 .602 .749 .715 .486 .439 .181 .613 .119 .084 .016 .011 .018 .001 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .357* .238 .355* .266 .317* -.064 .029 .312* .420** .324* .444** .355* 1 .271 .634** .011 .097 .011 .062 .025 .659 .842 .027 .002 .022 .001 .011 .057 .000 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .230 .000 -.011 .115 .224 .359* .274 .088 .119 .203 .021 .332* .271 1 .429** .108 1.000 .937 .426 .118 .010 .054 .545 .410 .157 .887 .018 .057 .002 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 .552** .512** .601** .627** .496** .433** .414** .585** .612** .688** .607** .444** .634** .429** 1 .000 .000 .000 .000 .000 .002 .003 .000 .000 .000 .000 .001 .000 .002 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50
VAR00001 1
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Lampiran 2. Hasil uji validitas dan reliabilitas
72
Lanjutan Lampiran 2. Keterangan: VAR0001 : Jangkauan wilayah yang luas VAR0002 : Sinyal yang kuat VAR0003 : Fitur yang beragam VAR0004 : Koneksi internet yang cepat VAR0005 : Kemasan starter pack menarik VAR0006 : Tarif percakapan murah VAR0007 : Tarif SMS murah VAR0008 : Tarif GPRS murah VAR0009 : Harga starter pack murah VAR0010 : Variasi harga pilihan voucher isi ulang yang murah VAR0011 : Bonus banyak dan beragam VAR0012 : Promo dijelaskan secara baik VAR0013 : Mudah mendapatkan starter pack dan voucher VAR0014 : Costumer service yang responsive VAR0015: Total jawaban pertanyaan
Uji Reliabilitas (metode Alpha Cronbach) Reliabi lity Statisti cs Cronbach's Alpha .811
N of Items 14
Uji Reliabilitas (metode Spearmann-Brown) 𝑛
rxy = 𝑛
𝑋2−
𝑋𝑌−( 𝑋)( 𝑌) 𝑋 2 [𝑛
𝑌 2 −( 𝑌) ]
2442
= 4833 .28 = 0.505 2𝑟
2 𝑥 0.505
r11 = (1+𝑟𝑥𝑦 ) = (1+0.505 )= 0.671 𝑥𝑦
2
=
50 𝑥 1119 − 273 x 196 50 𝑥 1579 −273 2
50 𝑥 874 − 196 2
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Lampiran 3. Hasil uji Cochran Semua atribut (Tolak Ho, Qhitung> X20.95) Frequencies Value 0 VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014
1 22 51 3 30 43 58 10 26 28 10 34 55 8 43
78 49 97 70 57 42 90 74 72 90 66 45 92 57
Test Statisticsb N Cochran's Q df Asy mp. Sig.
100 228.013a 13 .000
a. 1 is treated as a success. b. Some or all exact significances cannot be computed because there is insuff icient memory .
Kecuali atribut 2, 6 dan 12 (Tolak Ho, Qhitung> X20.95) Frequencies Value 0 VAR00001 VAR00003 VAR00004 VAR00005 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00013 VAR00014
1 22 3 30 43 10 26 28 10 34 8 43
78 97 70 57 90 74 72 90 66 92 57
Test Statisticsb N Cochran's Q df Asy mp. Sig.
100 123.189a 10 .000
a. 1 is treated as a success. b. Some or all exact signif icances cannot be computed because there is insuf f icient memory .
Kecuali atribut 2, 5, 6, 12, dan 14 (Tolak Ho, Qhitung> X20.95) Frequencies Value 0 VAR00001 VAR00003 VAR00004 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00013
1 22 3 30 10 26 28 10 34 8
78 97 70 90 74 72 90 66 92
Test Statisticsb N Cochran's Q df Asy mp. Sig.
100 73.728a 8 .000
a. 1 is treated as a success. b. Some or all exact signif icances cannot be computed because there is insuf f icient memory .
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Lanjutan Lampiran 3. Kecuali atribut 2, 5, 6, 11, 12, dan 14 (Tolak Ho, Qhitung> X20.95) Frequencies Value 0
Test Statisticsb
1
VAR00001 VAR00003 VAR00004 VAR00007 VAR00008 VAR00009 VAR00010 VAR00013
22 3 30 10 26 28 10 8
78 97 70 90 74 72 90 92
N Cochran's Q df Asy mp. Sig.
100 59.543a 7 .000
a. 1 is treated as a success. b. Some or all exact signif icances cannot be computed because there is insuf f icient memory .
Kecuali 2, 5, 6, 8, 9, 11, 12, dan 14 (Tolak Ho, Qhitung> X20.95) Frequencies Test Statistics
Value 0 VAR00001 VAR00003 VAR00007 VAR00010 VAR00013
1 22 3 10 10 8
78 97 90 90 92
N Cochran's Q df Asy mp. Sig. Exact Sig. Point Probability
100 21.933a 4 .000 .000 .000
a. 1 is treated as a success.
Kecuali 1, 2, 5, 6, 8, 9, 11, 12, dan 14 (Terima Ho, Qhitung< X20.95) Test Statistics
Frequencies Value 0 VAR00003 VAR00007 VAR00010 VAR00013
1 3 10 10 8
97 90 90 92
N Cochran's Q df Asy mp. Sig. Exact Sig. Point Probability
100 5.384a 3 .146 .164 .034
a. 1 is treated as a success.
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Lampiran 4. Hasil Multidimensional Scaling (MDS)
Alscal [DataSet0] Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
S-stress .47036 .36917 .30086 .25696 .22774 .20691 .19100 .17827 .16778 .15887 .15119 .14447 .13853 .13313 .12815 .12359 .11942 .11559 .11209 .10892 .10608 .10352 .10123 .09919 .09735 .09578 .09454 .09322 .09204 .09095
Improvement .10119 .06831 .04390 .02922 .02083 .01591 .01272 .01049 .00891 .00769 .00671 .00594 .00540 .00497 .00456 .00418 .00383 .00350 .00317 .00284 .00256 .00229 .00204 .00183 .00158 .00124 .00132 .00119 .00108
Iterations stopped because this is iteration 30 Stress and squared correlation (RSQ) in distances RSQ values are the proportion of variance of the scaled data (disparities) in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2.
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Lanjutan Lampiran 4. Stimulus 1 3 5 7 9 11 13
Stress .090 .082 .126 .116 .110 .132 .092
Matrix 1 (Row Stimuli Only) RSQ Stimulus .993 2 .994 4 .986 6 .988 8 .988 10 .984 12 .992 14
Averaged (rms) over stimuli Stress = .123 RSQ = .987 Configuration derived in 2 dimensions Stimulus Coordinates Dimension Stimulus Number Column 1 2 3 4 5 Row 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Stimulus Name
1
2
im3 xl as mentari simpati
-1.9341 2.1682 -1.8360 2.4135 1.3973
.6099 .4938 -1.2000 .7955 -1.3466
-.1166 -.1440 -.0346 -.1106 .0552 .0283 -.7586 -.3735 -.0404 -.1689 -.1498 -.0871 .0000 -.3083
-1.7795 -1.8893 .1429 .1223 .2266 .5529 1.3007 1.0380 .6068 .9977 .4438 .0714 .0463 -1.2331
Stress .033 .084 .084 .108 .106 .115 .281
RSQ .999 .993 .993 .990 .990 .988 .936
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Lanjutan Lampiran 4.
Derived Stimulus Configuration
Euclidean distance model 2
row 7 row 8
row 10
1
mentari
Dimension 2
im3
row 9 row 11 row 4
row 6
xl
row 3 row 5
0
row 12 row 13
-1
as
row 14
simpati
row 2 row 1
-2 -2
-1
0
1
2
3
3.5
4.0
Dimension 1
Scatterplot of Linear Fit
Euclidean distance model 4.0
3.5
Distances
3.0
2.5
2.0
1.5
1.0 1.5
2.0
2.5
3.0
Disparities
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Lampiran 5. Hasil Permap 11.8
79
Lampiran 6. Hasil regresi logistik
Logistic Regression
Case Processing Summary Unweighted Cases Selected Cases
a
N Included in Analy sis Missing Cases Total
Unselected Cases Total
Percent 100.0 .0 100.0 .0 100.0
100 0 100 0 100
a. If weight is in ef f ect, see classif ication table f or the total number of cases.
Dependent Vari able Encoding Original Value .00 1.00
Internal Value 0 1
Block 0: Beginning Block Classificati on Tablea,b Predicted
St ep 0
Observ ed VAR00001
VAR00001 .00 1.00 0 27 0 73
.00 1.00
Ov erall Percentage
Percent age Correct .0 100.0 73.0
a. Constant is included in the model. b. The cut v alue is . 500
Variables in the Equation St ep 0
Constant
B .995
S. E. .225
Wald 19.499
df 1
Sig. .000
Exp(B) 2.704
80
Lanjutan Lampiran 6. Variabl es not in the Equation St ep 0
Variables
Score 4.032 1.121 3.208 .038 .362 1.376 .009 3.662 .457 .542 .150 .005 2.156 .050 24.172
a1 a2 a3 a4 a5 a6 a7 a8 a9 a10 a11 a12 a13 a14
Ov erall Stat istics
Block 1: Method = Enter Omnibus Tests of Model Coefficients St ep 1
St ep Block Model
Chi-square 29.476 29.476 29.476
df 14 14 14
Sig. .009 .009 .009
Model Summary St ep 1
-2 Log Cox & Snell likelihood R Square 87.176a .255
Nagelkerke R Square .371
a. Est imat ion terminated at iterat ion number 6 because parameter estimates changed by less t han .001.
Hosmer and Lemeshow Test Step 1
Chi-square 3.043
df 8
Sig. .932
df 1 1 1 1 1 1 1 1 1 1 1 1 1 1 14
Sig. .045 .290 .073 .846 .548 .241 .926 .056 .499 .462 .698 .943 .142 .823 .044
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Lanjutan Lampiran 6. Contingency Table for Hosmer and Lemeshow Test
St ep 1
1 2 3 4 5 6 7 8 9 10
VAR00001 = . 00 Observ ed Expected 8 7.905 6 5.155 4 4.142 3 3.013 2 2.437 1 1.730 1 1.258 2 .854 0 .409 0 .097
VAR00001 = 1. 00 Observ ed Expected 2 2.095 4 4.845 6 5.858 7 6.987 8 7.563 9 8.270 9 8.742 8 9.146 10 9.591 10 9.903
Total 10 10 10 10 10 10 10 10 10 10
Classificati on Tablea Predicted
St ep 1
Observ ed VAR00001
VAR00001 .00 1.00 12 15 5 68
.00 1.00
Ov erall Percentage
Percent age Correct 44.4 93.2 80.0
a. The cut v alue is . 500
Variables in the Equation Sta ep 1
a1 a2 a3 a4 a5 a6 a7 a8 a9 a10 a11 a12 a13 a14 Constant
B .978 -.263 1.685 -.213 -.243 .420 .047 -1.998 1.362 -.747 -.658 .064 .856 -.570 -1.547
S. E. .547 .416 .594 .488 .416 .382 .433 .657 .732 .583 .532 .386 .591 .420 2.890
Wald 3.191 .398 8.037 .192 .342 1.209 .012 9.236 3.465 1.639 1.530 .028 2.102 1.841 .286
df 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Sig. .074 .528 .005 .662 .559 .272 .914 .002 .063 .200 .216 .867 .147 .175 .593
Exp(B) 2.659 .769 5.391 .808 .784 1.522 1.048 .136 3.904 .474 .518 1.066 2.355 .566 .213
a. Variable(s) entered on step 1: a1, a2, a3, a4, a5, a6, a7, a8, a9, a10, a11, a12, a13, a14.
