xvii
b Simultaneous Test of F test………….……...76
c Partial test of t- test………………….……….78
CHAPTER V CONCLUSIONS and IMPLICATION
A. Conclusions …………………………………………...81
B. Implication ……….…………………………………...82
REFERENCE APPENDIX
xviii
List of Table
3.1 Likert scale of five 5
levels………………………………………….…45 3.2
Operational variable………………………………………………...……51 4.1
Validity Test: Product Differentiation X1 …………………...................58
4.2 Validity Test: Image DifferentiationX2
………………………………. 59 4.3
Validity Test: Word of Mouth X3 ………………………………….…. 59
4.4 Validity Test: Purchase Decision Y
…………………..…..……………60 4.5
Reliability Test: Product DifferentiationX1 ……………………………61
4.6 Reliability Test: Image DifferentiationX2
……………………...………61 4.7
Reliability Test: Word of MouthX3 ………………………….…...……62
4.8 Reliability Test: Purchase Decision Y
…………………………...……..62 4.9
Population Data around State Islamic University in Jakarta …………….63
4.10 Maichi has variety size of spicy level …………………………..……..…64
4.11 Maicih has variety shape of chips……………………………………......64
4.12 Maicih has many variant product…………….…………………………..65
4.13 Maichi has high quality and low price ……………………………….......65
4.14 Maichi has a more elegant packaging……………………………………66
4.15 Maicih have a u nique logo that is easy to remember and simple……...…66
4.16 Maicih have different promotion from the others is the social media …...67
4.17 Maicih sponsoring Sundanese arts……………………………………….67
4.18 Talking about the positive things about chips M aicih with others……….68
xix
4.19 Get a recommendation from someone else to buy chips Maichi………...68
4.20 Get an encouragement to buy Maichi chips from others…………...……69
4.21 Maicih chips is a primary need for me……………………………….…..69
4.22 Search information on chips M aicih……………………………………..70
4.23 Consider the benefits provided in the purchase Maichi…………..……...70
4.24 Purchase decision of chips M aicih……………………………………….71
4.25 Multycoloniarity test………………………………………………..……71
4.26 Heteroscedasticity test…………………………………………...…….…72
4.27 Multiple linier regression……………………………...…………………74
4.28 Cooeficient d eterminant……………….……………...………………….75
4.29 F-Test …………………………………………………………………….76
4.30 t-Test …………………………………………………………………..…78
xx
List of Figure
2.1 5 Stage Model Of The Consumer Buying Process
……………………….21
2.2 Step between evaluation of alternative and purchase decission
…………25
2.3 Conceptual Model
……………………………………………………….30 4.1 Normality Test
…………………………………………………………...73
1
CHAPTER I INTRODUCTION
