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2. Descriptive Analysis
Study case around Sharif Hidayatullah State Islamic University Jakarta because Maichi product very popular in young people and usually Maichi sold
among students like around State Islamic University in Jakarta. Population data around State Islamic University in Jakarta show the following result:
Table 4.9 Population Data around State Islamic University in Jakarta
No Age
Total Presents
1 10-14
1215 6.2
2 15-16
1235 6.5
3 20-24
1284 6.8
4 25
1207 6.1
Source:
http:kelciputat.blogspot.com
From the characteristics of the respondents who already known, then researchers will analyze the answers of a questionnaire that was distributed to
80 respondents which is a sample of research and 20 respondents as try out. Analysis includes questionnaires statement items that are indicators of the
variables under research as follows:
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1 Descriptive variable product differentiation The questionnaires completed by the respondents about customer
value variable show the following result: Table 4.10
Maichi has variety size of spicy level Frequency
Disagree 1
Neutral 30
Agree 57
Strongly Agree 12
Total 100
As shown in the table 4.10 above 1 respondent stated disagree, 30 respondents stated netral, 57 respondents stated agree 12 respondents say
strongly agree on the statement Maichi have high quality and cheap price Table 4.11
Maicih has variety shape of chips Frequency
Disagree 1
Neutral 23
Agree 56
Strongly Agree 20
Total 100
As shown in the table 4.11 above, 1 respondent stated disagree, 23 respondents stated netral, 56 respondents stated agree and 20 respondents
say strongly agree on the statement Maicih have many choices form of chips.
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Table 4.12 Maicih has many variant product
Frequency Neutral
28 Agree
50 Strongly Agree
21 Total
100
As shown in the table 4.12 above, 28 respondents stated netral, 50 respondents stated agree and 21 respondents say strongly agree on the
statement Maicih have many product variations.
Table 4.13 Maichi have high quality and low price
Frequency Disagree
3 Neutral
29 Agree
53 Strongly Agree
15 Total
100
As shown in the table 4.13 above 3 respondents stated disagree, 29 respondents stated netral, 53 respondents stated agree and 15 respondents
say strongly agree on the statement Maichi have many choices sizes spiciness level.
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Table 4.14 Maichi has a more elegant packaging
Frequency Neutral
30 Agree
49 Strongly Agree
21 Total
100
As shown in the table 4.14 above,30 respondents stated netral, 49 respondents stated agree and 21 respondents say strongly agree on the
statement Maichi has a more elegant packaging. 2 Descriptive variable image differentiation
The questionnaires completed by the respondents about customer value variable show the following result:
Table 4.15 Maicih have a unique logo that is easy to remember and simple
Frequency Disagree
1 Neutral
19 Agree
57 Strongly Agree
23 Total
100
As shown in the table 4.15 above, 1 respondents stated disagree, 19 respondents stated netral, 57 respondents stated agree and 23 respondents
say strongly agree on the statement Maicih have a unique logo that is easy to remember and simple.
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Table 4.16 Maicih have different promotion from the others is the social media
Frequency Neutral
36 Agree
41 Strongly Agree
23 Total
100 As shown in the table 4.16 above, 36 respondents stated netral, 41
respondents stated agree and 23 respondents say strongly agree on the statement Maicih have different promotion from the others is the social
media. Table 4.17
Maicih sponsoring Sundanese arts Frequency
Disagree 2
Neutral 31
Agree 51
Strongly Agree 16
Total 100
As shown in the table 4.17above, 2 respondents stated disagree, 31 respondents stated netral, 51 respondents stated agree and 16 respondents
say strongly agree on the statement Maicih sponsoring Sundanese arts.
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3 Descriptive variable word of mouth The questionnaires completed by the respondents about customer value
variable show the following result: Table 4.18
Talking the positive things about chips Maicih with others Frequency
Disagree 3
Neutral 23
Agree 47
Strongly Agree 27
Total 100
As shown in the table 4.18 above, 3 respondents stated disagree, 23 respondents stated netral, 47 respondents stated agree and 27 respondents
say strongly agree on the statement talking the positive things about chips Maicih with others.
Table 4.19 Getting a recommendation from someone else to buy chips Maichi
Frequency Neutral
20 Agree
58 Strongly Agree
22 Total
100
As shown in the table 4.19 above, 20 respondents stated netral, 58 respondents stated agree and 22 respondents say strongly agree on the
statement getting a recommendation from someone else to buy chips Maichi.
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Table 4.20 Getting an encouragement to buy Maichi chips from others
Frequency Neutral
36 Agree
38 Strongly Agree
26 Total
100
As shown in the table 4.20 above, 36 respondents stated netral, 38 respondents stated agree and 26 respondents say strongly agree on the
statement getting invitation to buy Maichi chips from others.
4 Descriptive variable purchase decision The questionnaires completed by the respondents about customer value
variable show the following result: Table 4.21
Maicih chips is a primary need Frequency
Disagree 2
Neutral 25
Agree 54
Strongly Agree 19
Total 100
As shown in the table 4.21 above, 2 respondents stated disagree, 25 respondents stated netral, 54 respondents stated agree and 19 respondents
say strongly agree on the statement Maicih chips is a primary need.
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Table 4.22 Search information on chips Maicih
Frequency Disagree
5 Neutral
20 Agree
59 Strongly Agree
16 Total
100
As shown in the table 4.22 above, 5 respondents stated disagree, 20 respondents stated netral, 59 respondents stated agree and 16 respondents
say strongly agree on the statement Maicih chips is a primary need. Table 4.23
Consider the benefits provided in the purchase Maichi Frequency
Disagree 7
Neutral 51
Agree 22
Strongly Agree 20
Total 100
As shown in the table 4.23 above, 7 respondents stated disagree, 51 respondents stated netral, 22 respondents stated agree and 20 respondents
say strongly agree on the statement purchase decision of chips Maicih.
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Table 4.24 Purchase decision of chips Maicih
Frequency Disagree
1 Neutral
14 Agree
58 Strongly Agree
27 Total
100
As shown in the table 4.24 above, 1 respondents stated disagree, 14 respondents stated netral, 58 respondents stated agree and 27 respondents
say strongly agree on the statement purchase decision of chips Maicih.
3. Classical Assumption Test
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