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E. Research Operational Variable
Variable is anything that is an object, event, act, characteristic, trait, or attribute of observation in research and concepts that can be measured and to
which assigned categorical values Cooper, 2006:63. The variable in this research consist of independent variable and dependent variable, which is:
1. Independent Variable According to Cooper 2006:63, independent variable is the variable
manipulated by the researcher that gives influence or the causal of the changes happen or the effect from dependent variable. In this research as
the independent variables are customer value X1, trust in brand X2, and customer satisfaction X3.
2. Dependent Variable According to Cooper 2006:63, dependent variable is the variable
measured, predicted, or otherwise monitored by researcher; expected to be affected by manipulation of independent variable. The dependent variable
of this research is customer loyalty Y.
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Table 3.2 The Operational Variables:
Variable Sub Variable
Indicators Scale
Customer Value X1
Sheth et a., 1999 and
Soutar and Sweeney
2001 quoted by
J. Brock Smith and
Mark Colgate
2007 Functional Value
Coca-Cola non alcoholic soft drink.
Coca-Cola do not acute-health effect.
Coca-Cola as source of increasing calories in the
body. Likert
Social Value Good reputation as Soft Drink
Company. Coca-Cola has never got
involve with deception case. Likert
Emotional Value Sense of relaxed in the brand
and product Feeling secured with the
product. Sense of excitement with the
product. Likert
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Variable Sub Variable
Indicators Scale
Customer Satisfaction
X2
Parasuraman and Grewal
2000:169 Quality of Products
Thomas H. Dodd, 2006:
Safety
Durability
Freshness Coca-Cola does not contain
microbe and
chemical contamination.
Coca-Cola always mentions production code and date of
expired. Feeling fresh with the product.
Like Coca-Cola
general appearance andor odor.
Likert
Emotional Factor Sense of pride in the brand and
product. Confidence
for Coca-Cola
brand. Likert
Price Coca-Cola achievable price
Coca- Cola‘s price associated
with the customer quality expectations.
Likert
Cost and ease of Cheap costs and easy to
findbuy the product. Likert
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Variable Sub Variable
Indicators Scale
Trust in Brand
X3
Lau and Lee 1999
quoted by Hasan
Afzal et al., 2010
Brand Reputation Brands that are well known and
has a good reputation. Positive news about soft drink
brand. Likert
Brand Predictability Performance
of brand
associated with
customer expectations.
Knowledge of customer about the brand.
Likert
Brand Competence Ability to
solve customer‘s problem.
Coca-Cola compatible with customer‘s needs.
Likert
Trust In Company The Coca-Cola Company will
not deceive customer. Likert
Company Reputation
Good corporate reputation in the
custo mer‘s mind as
Multinational Corporation. Likert
Company‘s Trust
Perceived Motives The attention of company to
customers. Likert
Similarity between consumer
self- concept.
There is similarity of brand with customer emotion.
Likert Brand Personality
Coca-Cola associated with customer‘s personality.
Likert Brand Liking
Customers like to the brand. Likert
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Variable Sub Variable
Indicators Scale
Customer Loyalty
Y
Oliver in Lovelock
and Wirtz 2004:352
Cognitive Loyalty Coca-Cola is better than other
brand and associated with customer desired.
The confidence of customer for the brand.
Likert
Affective Loyalty Highly consumer preference.
Highly consumer liking for the brand.
ikert
Conative Loyalty Highly purchase intention to the
brand. Likert
Action Loyalty The
existence of
repeat purchases in the future.
Recommend to other. Likert
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CHAPTER IV ANALYSIS
A. General Description of Research Object 1.
History of Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. Coca-Cola soft drink was
created by Dr. John S. Pemberton, a pharmacist from Atlanta, Georgia, USA, in May 1886. The Coca-Cola Company was founded in 1892 by Asa
G. Chandler in Atlanta, who also patented the Coca-Cola trademark. This company is the main of all the bottling company that owns the trademark
Coca-Cola throughout the country in the world by providing the raw material concentrates. President of Coca-Cola Company 1919-1955,
Robert W. Woudruff, is the person who first introduced the idea that Coca- Cola drinks can be enjoyed not only by Americans, but also to be
consumed by the entire nation in the world. To realize this idea, then in 1929 founded The Coca-Cola Export Cooperation, the company that
handles the sale of beverages throughout the country in the world with quality
based, flavor,
and the
same freshness.
www.thecocacolacompany.com
2. History of Coca-Cola Amatil Indonesia CCAI
Coca-Cola Amatil Indonesia CCAI has been operating in Indonesia since 1992 and provides all the company product variants, including
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