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Promotion system used is word of mouth at the early 2 month since it launched. Then, many people become aware of this brand because people
speak about it everywhere. These chips will be something very unusual, by identity of the brand names, logos, and so on. Maichi creates value in the form
of spicy level and then all of it packaged in a compelling story spread across offline and online media. Especially for online media, using social networks
they are widespread in society, such as Twitter and Facebook. Their fans of maicih icihers also are helping maicih to spread its market by giving it
hashtags maicih into twitter, and it makes maicih spreads more. Meanwhile, the communication with the buyers performed with two directions, Maichi
receives advice and feedback directly from customers and be more open and to assess their products soon known. Silvia, Hakim and Erlangga,2012:48
Each month continues to increase, initial capital of IDR 15,000,000. Currently, a month has touched a turnover of Rp 4 billion, with an average per
week over Rp750 million. This indicates that consumer purchase decisions are also higher. Pipiet, Anda and Febry: 2011
B. Analysis and Discussion
1. Validity and Reliability Test
a. Validity Test Before the questionnaires spread to 80 respondents, the researcher tried
out or survey to 20 respondents with 15 questions to test validity and
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reliability from the entire questionnaires. The questionnaires classified into four main variables which are product differentiation, image differentiation,
word of mouth and purchase decision. According to Duwi Priyatno 2012:184 the validity test is used to
measure the legality of a questionnaire, and the criterion is valid with a significance level of 3. If the total correlation 0.30, it shall be declared
as valid. Conversely if the total correlation 0.30, shall be declared as invalid. The result acquired from SPSS 20 Statistic Software. The table
below shows the validity test result. Table 4.1
Validity Test: Product Differentiation X1
Item-Total Statistics
Scale Mean if Item
Deleted Scale Variance
if Item Deleted Corrected
Item-Total Correlation
POD1 15.45
2.155 0.670
POD2 15.00
3.263 0.557
POD3 15.10
3.568 0.611
POD4 15.35
2.661 0.545
POD5 15.70
2.221 0.858
Source: Primary Data Output from SPSS 20 From the table above, it can be seen that all of the result from product
differentiation questions are valid, because the score of total correlation more than 0.30.
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Table 4.2 Validity Test: Image DifferentiationX2
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted Corrected Item-
Total Correlation IMD1
7.55 1.945
0.665 IMD2
7.75 1.145
0.763 IMD3
8.10 1.779
0.778 Source: Primary Data Output from SPSS 20
From the table above, it can be seen that all of the result from image differentiation questions are valid, because the score of total correlation
more than 0.30. Table 4.3
Validity Test: Word of Mouth X3
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
WOM1 8.30
2.116 0.856
WOM2 8.75
2.408 0.803
WOM3 8.55
1.839 0.878
Source: Primary Data Output from SPSS20 From the table above, it can be seen that all of the result from word of
mouth questions are valid, because the score of total correlation more than 0. 30.
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Table 4.4 Validity Test: Purchase Decision Y
Source: Primary Data Output from SPSS 20 From the table above, it can be seen that all of the result from
purchase decision questions are valid, because the score of total correlation more than 0.30.
b. Reliability Test According to Ghazali 2006:46 reliability measurements can be done in
2 ways: 1. Measure or measurements repeated: here someone will be given the
same questions at different times, and then see if he remains consistent with the answers.
2. One shot or one-time measurement: here measurement only once and then the results were compared with another question or measure the
correlation between answers to questions.
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
PUD1 12.00
0.947 0.715
PUD2 11.30
1.484 0.601
PUD3 11.40
1.726 0.645
PUD4 11.65
1.082 0.543
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This research will use one time measurement that using Cronbach alpha test
α. A variable is said to provide reliable if the Cronbach alpha values 0.60. Ghozali, 2006:46. The result acquired from SPSS 20
Statistic Software. The table below shows the reliability test result. Table 4.5
Reliability Test: Product DifferentiationX1
Reliability Statistics
Cronbachs Alpha N of Items
0.807 5
Source: Primary Data Output from SPSS 20 From the table above, it can be seen that the result from price
Cronbach alpha is 0.807, this is reliable because the score of Cronbach alpha is more than 0.60.
Table 4.6 Reliability Test: Image DifferentiationX2
Source: Primary Data Output from SPSS 20
Reliability Statistics
Cronbachs Alpha N of Items
0.839 3
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From the table above, it can be seen that the result from price Cronbach alpha is 0.839, this is reliable because the score of Cronbach
alpha is more than 0.60. Table 4.7
Reliability Test: Word of MouthX3
Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from price Cronbach alpha is 0.920, this is reliable because the score of Cronbach
alpha is more than 0.60. Table 4.8
Reliability Test: Purchase Decision Y
Reliability Statistics
Cronbachs Alpha N of Items
0.759 4
Source: Primary Data Output from SPSS 20 From the table above, it can be seen that the result from price
Cronbach alpha is 0.759, this is reliable because the score of Cronbach alpha is more than 0.60.
Reliability Statistics
Cronbachs Alpha N of Items
0.920 3
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2. Descriptive Analysis
