The Effect of Product Attributes,Price and Marketing Communication on Perceived Quality of the GSM Hand Phone User (Case Study atUIN Students)

The Effect of Product Atlributes, Price and Marketing Communication on
Perceived Quality of the GSM Hand Phone User
(Case Study atUIN Students)

SKRIPSI
Submitted to Faculty of Economics and Social Science as Partial Requirement fo
Acquiring the Bachelor Degree of Ec..onomics
·

II 111111 ｾ＠

111

Submitted by:
Nur Khairiyah
Student ID: 604081000012

INTERNATIONAL CLASS PROGRAM
MANAGEMENT DEPARTMENT
FACULTY OF ECONOMIC AND SOCIAL SCIENCE
UNIVERSITAS ISLAM NEGERI SY ARIF HCDAYATULLAH

JAKARTA

2009

I

I
The Effect of Product Attributes, Price and Marketing Communication on
Perceived Quality of the GSM Hand Phone Users
(Case Study at UIN Student)
SKRJPSJ
Submitted to Faculty of Economics and Social Sciences As Partial Requirement for
Acquiring the Bachelor Degree of Economics

Submitted by:

Nur Khairivah AS
Student ID: 604081000012

Under Guidance of

Academic Advisor I

Academic Advisor II

df!I
ｾ＠

Dr. Rofikoh Rokhim

Sisdjifttmo K. Widhaningrat

INTER1'lATIONAL CLASS PROGRAM
MANAGEMENT DEPARTMENT
FACULTY OF ECONOMICS AND SOCIAL SCIENCE
UNIVERSITAS ISLAM NEGERI SY ARIF IIIDAYATULLAH
JAKARTA
200')

l'he li:ffect of Product f\ttributcs, Price and lVlarkcting C:on1111unication on
Perceived Quality of the GSM Hand Phone User

(Case Study at lllN Student)

SKIUPSI

Subn1ilted to Faculty of Econon1ics and Social Science as Partial l\equire1ncnt f'ur
i\cquiring the Bachelor Degree or Economics

Submitted by:
Nur J(hairivah
Student ID: 604081000012

Under Guidance or

Academic i\dvisor I

Dr. Rofikoh Rokhim.

Sisdjiatmo K. Widhanirn.(ra!

Professional Exan1ine(

b-J_

ProL [ r. Azzan1 Jasin

INTERNATIONAL CLASS PROGRAM
MANAGEMENT DEPARTMENT
FACULTY OF ECONOMICS AND SOCIAL SCIENCE
UNJVERSITAS ISLAM NEGERI SY ARIF H!IDA YATllLLAH
.JAKARTA
2009

Today. we administered a comprehensive examination to Nur Khairiyah,
TD 604081000012. The title of her thesis is: "The Effect of Product Attributes,
Price and Marketing Communication on Perceived Quality of the GSM Hand
Phone Users".
After proper examination of the student, we have decided that she has met
all of the requirements for the title of bachelor of economics on the field of
management, State Islamic University (Universitas Islam Negeri) Syarif
Hidayatullah Jakarta.

.Jakarta, 28 August 2008

Comprehensive Examination Team

Prof. Dr. Abdul Hami_ci, MS.
Deputy of Dean

p,Qim;LMM

Head of Management Department

AUTO BIOGRAPHY

Name:

Nur YJiairiyah AS.

Place I Date of Birth:

Pasir Belengkong I 28 April 1986

Religion:

Islam

Address :

JI.Negara No.29 RT VI Kec.Pasir Belengkong
Kab.Pasir 76271 Kalimantan Timur
Or
JI. Persatuan no.JS Rt. VINII Komp.Bapem
Kamp. Baru 11560 Jakarta Baral

Sex:

Female

Faculty I Major :

Faculty of Economics and Social Sciences I

Management

University:

State Islamic University Syarif Hidayatul!ah
Jakarta

Occupation :

Student and Freelance as PIC in Markplus
Training

Phone no:

081310809075

E-mail

khair ivah@vahoo.com

Education:

- UIN SyarifHidayatullah Jakarta (2004)
- International Islamic University Malaysia
(2006 - 2007)
SMA Insan Kami! Balikpapan (2001-2004)
SMP 1 Pasir Belengkong (1998-200 I)
SDN 001 Pasir Belengkong ( 1991-1998)
- TK Melati Pasir Belengkong (19on_ 109J)

Preface

Alhamdulillahirabbil'alamin, !he firs! word I express as a thankful to Allah
who give me a power and make it easier to finish my thesis. Also, Prophet of Islam,
Muhammad SAW who gave me inspiration and a good exarnple for my life.
I express special thank to my lovely family: Dad, Mom, Bro, Sis and cute
nieces, Jihan and Nayla, and my big families in Kalimantan and Jakarta. I love you so
much.
I owe a debt of thanks to my lecturers, Bpk. Sisdjiatmo, Bu. Dr. Rofikoh who
helps me to finish this thesis with their patient and times. Also, thanks to all of

lecturers who taught me for 4 years especially Bpk. Arisman and other International
Program staffs.
Thanks to all of my friends at International Prog.ran1, specially Fitri,Kiki, tia,
icha, nada, rika and every body that I could not mention one by one. I love you all.
The last one, I wanna give my special thanks for mba Ocha who taught and
spent her time to help me finished this thesis.

Persepsi terhadap qualitas didcfonisikan sebagai p I table therefore Ho is rejected and Ha is accepted,

that means independent variables influence dependent variable.
If t-tesl < t table therefore Ho is accepted and Ho is rejected,

that means independent variables have no inflllence towards the
dependent variable. The level of significance used is 5% or (a.)= 0,05.
To examine the data through multi linear regression, this
research will use Excel program and SPSS 13.00 for Windows.

I. Operational Variable
To understand the research carefully and also to avoid mistakes in
understanding and developing the research, hence there must be a border

understanding from the variables that will be used in research, i.e;
I. Independent Variable

Independent variable is one factor that influences the dependent variable.
In this research the independent variable is Product Attributes (X2 ), Price (X2)
and Marketing Communication (Xi) .
•
a.

Product Attributes (X2)

Product attributes; including product aspect and non product of hand
phone product that offer product aspect, such as; product variation, quality
(durability), brand name, logo, color, slogan, symbol, packaging, and
product design itself. Non-product, such as; feature, guarantees etc.

Price is the formal ratio that indicates the quantity of money, goods, or
services needed to acquire a given quantity of goods or services. Price is
used by individuals as an informational stimulus for judging the product.
c.

Marketing Communication (Xi)

Marketing communication are the means by which firms attempt to
inform, persuade, and remain consumers-directly or indirectly-about the
products and brands that they sell. In a sense, marketing communications

represent the "voice" of the brand and are means by which it can be
establish a dialogue and build relationships with consumers.

2. Dependent variable
Dependent variable is the variable of primary interest to the researcher. In
this research the dependent variable is Perceived Quality (Y). Where in this
research means to look people perception of toward overall quality to the
product or services that offered.

Table 3.4
Operational Variable Analysis
VARIABLE

SUBVARIABLE

INDICATOR

Durability
Perfomance

-

Style

-

J. Feature of hand phone
affects perceived quality
2. Durability of Hand phone
affects perceived qualitv
3. Sound of hand phone affects
perceived quality
4. Variation of hand phone
affects perceived quality

Featutre

Product
Attribute (X 1)

SCALE

5. Color of hand phone affects
perceived quality

Ordinal

6. Slogan of hand phone affects
perceived quality
Design
Brand Name

7. Design of hand phone affects
perceived quality
8. Brand name of hand phone
affects perceived quality
I. Different price between new
and second hand phone affects
perceived quality
2. Promotion price of hand
phone affects perceid quaiity

Price (X2)

Ordinal

3. Low and high price affects
perceived quality
4. Reselling price affects
perceived quality
Marketing
Communication
(X3)

l. Advertising affects perceived
quality
Advertising

2. Printed advertising affects
perceived quality

Ordinal

Sales Promotion

3. Dummy Products affects
perceived quality
4. Sponsorship program affects
perceived quality

Event&
Experieces

5. Music concert program affects
perceived quality

Public Relation &
Publicity

6. Radio affects perceived
qualitv
7. Launching program affects
perceived qua Iity

Personal Selling

8. Personal selling affects
perceived quality
9. E-commerce affects perceived
quality
I0. Marketing through email
affects perceived quality

Direct Marketing

lliarketing through email
affects perceived quality
1. Using good quality of hand
ｾｩ･＠

Perceived
Quality (Y)

2. Product attribute affects
perceived quality
3. Price affects perceived quality
4. Marketing Communication
affects perceived quality

Ordinal

Chapter IV
Analysis

A:· General Description of Research Object
1.

Location and Time of Research
This research is held in the Economics and Social Sciences Faculty of
State Islainic University (UIN) Syarif Hidayatullah Jakaiia. Research data
is found through distributing questionnaires and collecting information
directly. The distribution of questionnaires was started on July 2008.

2.

Characteristics of Respondent
The questionnaire has been distributed to l 00 respondents of students
in the economic faculty that are divided in four majors (Management,
Accounting, International Relations and Economic Development) as a
representative of the economic faculty in this research. As shown in

ｴｨｾ＠

chart below, there are several characteristics of the respondents; major,
sex, age, year of study and mobile phone presently used.

As shown on the table 4.2 above, the year of study of respondents in this
research is from the year 2004 to 2007.

b. Present mobile phone
Chart4.3

Present Mobile Phone Brand
4%

Sony Ericsson
23%

okia
67%

As shown on the chart 4.3 above, the mobile phone brand presently used by
respondents are Nokia (67 respondents), Sony Ericsson (23), Samsung (6), and
Motorola (4).

B. Validity and Reliability Test
1. Validity Test

Validity test is aimed to measure a questionnaire in order to obtain the right
and accurate questions. The questionnaire is deemed valid when responses are
able to be measured. (Ghozali, 2006). The requirements of validity is if the
significance values of questionnaire every indicator between 0.05 or 5%.

Tabel 4.3
Pre Test of the effect Product Attribute, Price and Marketing
Communication toward Perceived Quality
Variable

Perceived Quality

(Y)

Corrected Item
-Total
Correlation
0.321
0.132
0.450
0.261

Cronbach's
Alpha if Item
Deleted
0.396
0.539
0.213
0.434

Pro Attl
Pro Att2

0.594
0.363

Pro Att3
Pro Att4
Pro Att5
Pro Att6
Pro Att7
Pro Att8
Price!
Price2
Price3

0.675
0.51
0.634
0.588
0.432
0.129
0.568

0.746
0.786
0.733
0.761
0.742
0.748
0.774
0.809
0.769
0.684
0.727

Valid
Valid
Valid .

Price4
Mar Comm!
Mar Comm2
Mar Comm3
Mar Comm4
Mar Comm5

0.525
0.435
0.39
0.503
0.561
0.407
0.438

0.774
0.788
0.792
0.781
0.775
0.79

Valid
Valid
Valid
Valid
Valid
Valid
Valid

Questions
Per QI
Per Q2
Per Q3
Per Q4

Product Attribute
(XI)

Price (X2)

Marketing
Communication
(X3)

Mar Comm6