Table Operational Variable Operational Variable

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4. Table Operational Variable

Table 3.2 Operational variable Variable Sub variable Indicator Scale Product Differentiation X1 Kotler and Keller 2012 1 Form  Has a variety size of spicy levels  Has a variety shape of chips Likert 2 Feature Has many variant product Likert 3 Performance quality Higher quality and low price Likert 4 Style Packaging more elegan with paper bag Likert 52 Variable Sub variable Indicator Scale Image differentiation X2 Philip kotler 1994 1 Symbol Unique logos, easy to remember and simple Likert 2 Media Promotion is done through the online media is different from others Likert 3 Events Sponsoring event traditional art in sundanese Likert Word of mouth X3 Rachmanda: 2009 in Satwika, Dipta Rizky 2011 Spread of WOM word of mouth  Speak positive things  Recommend by other  Encouragement by other to purchase Likert 53 Variable Sub variable Indicator Scale Purchasing decision Y Kotler and Keller 2012 1. Problem recognition The buyer recognizes a problem or need Likert 2. Information search Do a search of information to fulfill appropriately needs and maximum Likert 3. Evaluation of alternative Looking for certain benefit Likert 4. Decision to Buy Do purchase decision Likert 54

CHAPTER IV ANALYSIS

A. General Describtion of Research Object

1. History of Maicih Maicih is established since June 29, 2010 with initial capital of IDR 15,000,000 estimation USD 1621, 1 USD = Rp. 9,254 6 to buy raw materials and make fry cooker. Maicih business background began when Reza Nurhilman the owner graduated from high school in 2005. He was then jobless for the next four years while selling goods such as electronics and fertilizer. He entered college in 2009 but in the middle, his parent could not afford his college tuition fee anymore. So, for four years he got a little work, especially with Maicih. Indeed, the obtained billing classified as extraordinary, while only a year he settled. Maicih had a turnover of almost touched USD 4,000,000, with an average per week over IDR 750,000,000. The production had reached 75,000 packs per week. Silvia, Hakim and Erlangga,2012:44 Reza also told the origin of the Maicih name. When he was a kid, his mother usually brought him to the traditional market. There was an old woman dressed simply and wore ciput. Every time she shopped, she pulled out her wallet, the bonus from goldsmith, to keep the changes. His mother said the