Pengaruh Citra Merek Terhadap Kesediaan Membayar Mahal Donat Kemasan Paket J.Co Donuts & Coffee Cabang Plaza Medan Fair Pada Mahasiswa Fakultas Ekonomi & Bisnis Universitas Sumatera Utara
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 □ Wanita
Frekuensi membeli : ( ) satu kali dalam sebulan ( ) dua kali dalam sebulan( ) lebih dari dua kali dalam sebulan 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
Variabel Citra Merek Skala Ukur
No. Pernyataan SS S KS TS STS1. Donat kemasan J.Co donuts&coffee memiliki 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 Skala Ukur No. Pernyataan Ya Tidak
Apakah anda bersedia untuk membayar mahal? 1.
TERIMA KASIH ATAS WAKTU DAN
Lampiran 2 Output Analisis Deskriptif kelompok umur
Cumulative Frequency Percent Valid Percent Percent
Valid 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 Percent Valid Percent Percent
Valid 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 Percent Valid Percent Percent
Valid satu kali dalam sebulan
63
77.8
77.8
77.8 dua kali dalam sebulan
16
19.8
19.8
97.5 lebih dari dua kali sebulan
2
2.5 2.5 100.0 Total 81 100.0 100.0
Distribusi Jawaban Variabel Citra Merek dan Kesediaan Membayar Mahal Statistics
Kesediaan_memb P1 P2 P3 P4 P5 P6 P7 P8 ayar_mahal
NValid 81 81 81
81
81
81
81
81
81 Missing
P1
Cumulative Frequency Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
2
5
6.2
6.2
6.2
3
29
35.8
35.8
42.0
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 Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
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
P6
Cumulative Frequency Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
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 Percent Valid Percent Percent
Valid
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
Kesediaan_membayar_mahal
Cumulative Frequency Percent Valid Percent Percent
Valid Tidak bersedia membayar
32
39.5
39.5
39.5 mahal Bersedia membayar mahal
49
60.5 60.5 100.0 Total 81 100.0 100.0
Lampiran 3 Output Validitas Data Dan Reliabilitas Tes Case Processing Summary
N % Cases Valid 30 100.0
a
Excluded .0 Total 30 100.0
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
Lampiran 4 Output Analisis Logistik Logistic Regression
[DataSet0]
Case Processing Summary a
Unweighted Cases N Percent Selected Cases Included in Analysis 81 100.0
Missing Cases .0 Total 81 100.0
Unselected Cases .0
Total 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 mahal Bersedia membayar mahal
1 Block 1: Method = Enter
a,b,c,d Iteration History
Coefficients Iteration -2 Log likelihood Constant Citra_merek Step 1 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
Iteration History a,b,c,d
11
9 10 .677 4 3.323
9 3 2.064 6 6.936
8
8 1 2.083 7 5.917
6
7 1 1.815 5 4.185
11
6 6 3.986 5 7.014
6
5 3 2.477 3 3.523
8
4 2 3.574 6 4.426
3 7 5.293 4 5.707
Iteration -2 Log likelihood Coefficients
7
2 3 3.610 4 3.390
11
1 6 6.419 5 4.581
Step 1
Bersedia membayar mahal Total Observed Expected Observed Expected
Kesediaan_membayar_mahal = Tidak bersedia membayar mahal Kesediaan_membayar_mahal =
Model Summary
Contingency Table for Hosmer and Lemeshow Test
Step 1 Step 5.530 1 .019 Block 5.530 1 .019 Model 5.530 1 .019
Omnibus Tests of Model Coefficients Chi-square df Sig.
d. Estimation terminated at iteration number 4 because parameter estimates changed by less than ,001.
3 103.165 -3.799 .138 4 103.165 -3.799 .138 a. Method: Enter b. Constant is included in the model.
Constant Citra_merek Step 1 1 103.246 -3.382 .123 2 103.165 -3.788 .138
4 Step -2 Log likelihood Cox & Snell R Square Nagelkerke R Square
a
1 103.165 .066 .089 a. Estimation terminated at iteration number 4 because parameter estimates changed by less than ,001.
Hosmer and Lemeshow Test Step Chi-square df Sig.
1 7.029 8 .533
a Classification Table
Predicted Kesediaan_membayar_mahal
Tidak bersedia Bersedia Percentage Observed membayar mahal membayar mahal Correct
Step 1 Kesediaan_membayar_mahal Tidak bersedia membayar
9
23
28.1 mahal Bersedia membayar mahal
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 S.E. Wald df Sig. Exp(B) Lower Upper
a
Step 1 Citra_merek .138 .062 5.054 1 .025 1.148 1.018 1.296 Constant -3.799 1.878 4.091 1 .043 .022 a. Variable(s) entered on step 1: Citra_merek.
Step number: 1 Observed Groups and Predicted Probabilities
16 ┼
┼ │
│ │
│ F
│ │
R 12 ┼
┼ E
│ B │
Q │ B
│ U
│ B │
E 8 ┼ B B
B ┼
N │ B T B
B B │
C │ B B T B B B
B B │
Y │ B B T B B B B
B B │
4 ┼ T B T B B B B
B B ┼
│ T T T B T T T B B B B
│ │ B B T T T T T T T B B
B T 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 -2 Log likelihood Constant Step 0 1 108.696 .420 2 108.695 .426
3 108.695 .426 a. Constant is included in the model. b. Initial -2 Log Likelihood: 108,695
c. Estimation terminated at iteration number 3 because parameter estimates changed by less than ,001.
a,b Classification Table
Predicted Kesediaan_membayar_mahal
Tidak bersedia Bersedia Percentage Observed membayar mahal membayar mahal Correct tep 0 Kesediaan_membayar_mahal Tidak bersedia membayar
32 .0 mahal Bersedia membayar mahal 49 100.0
Overall Percentage 60.5 a. Constant is included in the model.
b. The cut value is ,500
Variables in the Equation
B S.E. Wald df Sig. Exp(B) Step 0 Constant .426 .227 3.514 1 .061 1.531
Variables not in the Equation Score df Sig.
Step 0 Variables Citra_merek 5.332 1 .021 Overall Statistics 5.332 1 .021
Lampiran 5 Output Pengujian Hipotesis b ANOVA Model Sum of Squares df Mean Square F Sig. a
1 Regression 1.274 1 1.274 5.567 .021 Residual 18.084 79 .229 Total 19.358
80
b ANOVA Model Sum of Squares df Mean Square F Sig. a
1 Regression 1.274 1 1.274 5.567 .021 Residual 18.084 79 .229 Total 19.358
80
a. Predictors: (Constant), Citra_merek
b. Dependent Variable: Kesediaan_membayar_mahal
b Model Summary
Adjusted R Std. Error of the Model R R Square Square Estimate 1 .782 .611 .609 2.413 a. Predictors: (Constant), Citra_merek
b. Dependent Variable: Kesediaan_Membayar_Mahal