5 exchange. In addition, it is possible to provide reassurance or comfort either immediately
prior to an exchange or, more commonly, post-purchase. This is important, as it helps to retain current customers and improve profitability. This approach to business is much
more cost-effective than constantly striving to lure new customers
reviewing the needs of consumers would make it easier marketing. This achievement creates the trademark with outstanding reputation. Historical tradition of the company is believed to
have the same characteristics as well as the scheme related to consumer purchasing decisions Nguyen LeBlanc, 1998. A good history of the company stimulates the purchase of an
enterprise by simplifying the purchase decision. History of the company in this case may affect the selection of consumers of a product at the time find it difficult to distinguish
between products attributes. Brand identity and brand image are the core determinants of the brand manifestation.
Brand identity can be influenced by different identity notions. In fact, identity represents the firm’s reality while image represents consumer behavior. The brand’s emotional attributes
are manifested by the metaphor of personality, which, among other sources, evolves from the brand’s core values. Personality traits are further developed through associations with
the “typical user” imagery, endorsers, and consumers’ contacts with the company’s employees. Firms therefore need to ensure that a brand’s personality is conveyed
consistently by both its salespeople and market communications. Another influential source for a brand’s personality is its positioning, and an integrated approach to branding can help
reinforce the synergy between these through studying and deepening in the brand and its dimensions that are considered as independent variables in this study, this study will be
analyzing consumer’s behavior and the level of the brand’s importance and its impact on the consumer’s purchasing decision. The starting point for studying consumer behavior revolves
around the idea which says that the product must perceive the commodity not from its point of view, but from the consumer’s point of view. So, consumer’s behavior is an integral
network of internal and external information which helps to understand the consumer’s
activity before, after and during the process of making the purchasing decision, and it also helps to understand the factors that influence this decision.
d. Marketing communications can act as a differentiator , particularly in markets where there is little to separate competing products and brands.
2.4. HISTORICAL TRADITION
A brands reputation is built with hard work and a long history. Develop products by
6 development and success of the brand, even a single country using the brand as a
promotional tool in the field of tourism, investment and exports. Country of Origin is the term used to describe where products or goods originate from and encompasses agriculture,
manufacturing or production Momami, 2015. It is often encountered with the term made in which shows the origin of a product. In this globalization era, consumers are aware of
the origin of a product and influence purchasing decisions. Country of origin has been broadly defined as any influence, positive or negative, that
the country of manufacture might have on the consumers choice processes or subsequent behavior Samiee, 1987. Concerned that country of origin constituted invisible or
informal barriers to trade, Schooler, 1965 was the first to identify product bias on the basis of national origin in his seminal work.
However, the research model in this study will show in the picture below:
Figure 1 Research Framework
2.5. COUNTRY OF ORIGIN
In this modern age, many components that affect a brand promotion to help the
State which is the place of origin of a product called the country of origin or abbreviated as coo is generally regarded as part of the extrinsic characteristics of the
product BilkeyNes, 1982. From these quote can be concluded that the country of origin is a picture, reputation, linked by the consumers in a particular country.
H1: There is a significant impact of Perceived quality on purchase decision. H2: There is a significant impact of marketing communication on purchase decision.
H3: There is a significant impact of historical tradition on purchase decision. H4: There is a significant impact of country of origin on purchase decision.
7
3. RESEARCH METHODOLOGY
This research is a causal or explanatory research using survey methods in the process of collection of data. Primary data was collected by direct distributing questionnaires. The
descriptive and statistical analysis method was used in this study. Populations of this study are customer of smartphone. Probability sampling was used to this study. Sampling was
taken by using convenience sampling method, it means the sample that will be chosen based on easier to collect the data, research can be collect in everywhere. The questionnaire used
closed-ended questions with 5-point Likert scales, scale 1 mean strongly disagree and scale 5 related to strongly agree. Content of questionnaires adopted from study that conducted by
Momami, 2015, Javed, 2013. In the questionnaire also collect data of respondent such as, gender, latest education, age, occupation, marital status and spending per months. The
questionnaire was distributed for 120 people, according to study conducted by Anderson et al 1998 that argued if the sample size of 100-200 is adequate for the research. Data was
collected in Solo and Ngawi City. All of data analysis data in this study calculated using SPSS 23.0 for Windows. Validity
test and reliability test was measured before data can be analyze. Validity test used to know about the validity of questionnaire as measurement tool and reliability test was used to
measure questionnaire whether it is appropriate to use as a measurement tool or indicator of variables. To measure the validity, researcher used Confirmatory Factor Analysis CFA as
analysis technique and Cronbach Alpha statistical test α as reliability test measurement
tool. Item of questionnaire can be stated as valid item if the loading factor values higher than than 0.3,
and a questionnaire can be reliable if the result from test α is should not bellow 0.70 Nunnally and Bernstein, 1994.
Multiple linear regression analysis was used to figure out how big the influence of independent variable to dependent variable. Accuracy function regression in estimating the
actual value can be measured from statistically test at least this can be measured by the value of the statistic value F-test, T-test, and the value of the determination coefficient R².
Statistical F-test basically used to find out whether the regression model can be used to predict the dependent variable or not. There are some criteria for making decision, H1 can
be accepted if sig. probability 0.05 and F calculated F tabulated. Statistical T-tests basically show how far the influence of one independent variable individually in the
dependent variable explained variation. There are some criteria for making decision, H1 can be accepted if sig. probability 0.05 and T calculated T tabulated. Finally, determination
coefficient test R² is carried to measure how far the ability of framework model for explains
8 about variation by dependent variable. Value of determinant coefficient is between 0-1. Low
value of R², mean that ability of independent variable to explain about variation of dependent variable is limited. So, if the value is high or closely to 1, its mean that ability of independent
variable to explain about variation of dependent variable is good or almost provide all information needed to predict the dependent variable.
4. FINDING AND DATA ANALYSIS
Classical test theory is a body of related psychometric theory that predicts outcomes of psychological testing such as the difficulty of items or the ability of test-takers. It is a theory
of testing based on the idea that a person’s observed or obtained score on a test is the sum of a true score and an error score. Generally speaking, the aim of classical test theory is to
understand and improve the reliability of psychological tests Lord Novick, 1968.
Table 1 Result of Validity Test
Variable Question
Component Cronbach
Alpha
1 2
3 4
5 Quality
1 .729
Characteristic of respondents. The differences between male and female respondent in this research are 28 respondents, where female has more respondent than male. Majority of
respondents aged 18 to 24 years old, meanwhile only four respondents aged 25 – 35 years
old, martial status of respondent majority are single 94.2, last education of respondent are 12 bachelor and 108 high school, the m
ost of respondent’s occupation is student, there are 95,8.
4.2. Validity and Reliability Test 4.1Descriptive Analysis
From collecting data result, can be known variety of respondent characteristic.
Table 1 shows the results of validity and reliability test. The table shown that data have been extracted and has a loading factor values more than 0.3 so that the whole items are
valid. There are 5 variables which have their own groups. It means that all item valid, and this data are success to past CFA test. Finally, based on the table 1, all of them have higher
value than 0.50, so all of variable can be categorize as reliable. Which mean that the reliability of these variables is accepted. This data can be processed further.
4.3. Assumption Classic Test
9
2 .675
3 .551
4 .608
.855 5
.701 6
.854 7
.665 Marketing
Communication 1
.537 2
.838 3
.484 4
.597 .792
5 .630
6 .631
7 .619
Historical Tradition
1 .674
2 .679
760 3
.769 4
.794 Country of
Origin 1
.524 2
.794 3
.555 . 795
4 .558
5 .632
6 .713
Purchase Decision
1 .570
2 .617
3 .588
4 .561
5 .715
.851 6
.691 7
.602 8
.863
Table. 12 One-Sample Kolmogorov-Smirnov Test
Perceived Quality
Marketing Communication
Historical Tradition
Country of
Origin Purchase
Decision
N 120
120 120
120 120
Source : Primary data, 2016
well-modeled by a normal distribution and to compute how likely it is for a random
variable underlying the data set to be normally distributed. 4.3.1. Normality Test
In statistics, normality tests are used to determine if a data set is
10
Normal Parameters
Mean 3.3869
3.3464 3.3354
3.0569 3.2708
Std. Deviation
.60080 .49267
.64046 .68309
.53974 Most
extreme Difference
Absolute .096
.101 .082
.108 .082
Positive .053
.058 .082
.108 .082
Negative -.096
-.101 -.080
-.064 -.066
Kolmogorov- Smirnov Z
1.048 1.106
.898 1.185
.899 Asymp. Sig.
2-tailed .222
.173 .396
.120 .394
Source: Primary Data, 2017 From Table. 12 shows the value of Kolmogorov-Smirnov Z for Variable purchase
decision is 0.899 with the asym Sig 2-tailed 0.394 0.05. It mean the data met the requirement for normal distribution.
= . + .
+ . − .
+ . + �
Result of Regression Model Variable
Independent Variable Dependent : Purchase Decision
T Sig
Unstandardized Coefficient
Standardized Coefficient
B Std. Error
Constant .822
.366 2.246
.027 Quality
.255 .083
.265 3.074
.003 Marketing
Communication .169
.111 .133
1.520 .131
Historical tradition
-.030 .074
-.033 -.413
.681 Country of origin
.317 .074
.365 4.290
.000
the impact of brand dimension to the purchasing decision making of the smartphone. Statistical calculations used in this research is multiple linear regression analysis by using
SPSS. From the Table 4.12 the findings from multiple regression analysis with used SPSS program, we can get the equation as follows :
4.4. Multiple Linear Test
