86
b. Descriptive Analysis
From the characteristics of the respondents who already known, then researchers will analyze the answers of a questionnaire that was
distributed to 60 respondents which is a sample of research and 30 respondents as try out, that the respondents who never consume Coca-
Cola brand products. Analysis includes questionnaires statement items that are indicators of the variables under research as follows:
1 Descriptive variable customer value The questionnaires completed by the respondents about customer
value variable show the following result: Table 4.9
Coca-Cola Non Alcoholic Soft Drink. Frequency
Percentage Neutral
1 1.7
Agree 27
45 Strongly Agree
32 53.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.9 above 1 respondent or 1.7 stated neutral, 27 respondents or 45 stated agree and 32 respondents or 53.3
stated strongly agree on the statement Coca-Cola non alcoholic soft drink.
Table 4.10 Coca-Cola Do Dot Acute Health Effect
Frequency Percentage
Neutral 15
25 Agree
23 38.3
Strongly Agree 22
36.7 Total
60 100
Source: Primary Data Output from SPSS 20
87
As shown in the table 4.10 above 15 respondent or 25 stated neutral, 23 respondents or 38.3 stated agree and 22 respondents or
36.7 stated strongly agree on the statement Coca-Cola do not acute health effect.
Table 4.11 Coca-Cola as Source of Increasing Calories in the Body
Frequency Percentage
Neutral 2
3.3 Agree
26 43.3
Strongly Agree 32
53.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.11 above 2 respondents or 3.3 stated
neutral, 26 respondents or 43.3 stated agree and 15 respondents or 50 stated strongly agree on the statement Coca-Cola as source of
increasing calories in the body. Table 4.12
Coca-Cola Has a Good Reputation as Soft Drink Company Frequency
Percentage Disagree
1 1.7
Neutral 10
16.7 Agree
21 35
Strongly Agree 28
46.7 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.12 above 1 respondents or 1.7 stated
disagree, 10 respondents or 16.7 stated neutral, 21 respondents or 35 stated agree, and 28 respondents or 46.7 stated strongly agree
on the statement Coca-Cola has a good reputation as Soft Drink Company.
88
Table 4.13 Coca-Cola Has Never Got Involve With Deception Case
Frequency Percentage
Neutral 14
23.3 Agree
27 45
Strongly Agree 19
31.7 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.13 above 14 respondents or 23.3 stated
neutral, 27 respondents or 45 stated agree and 19 respondents or 31.7 stated strongly agree on the statement Coca-Cola has never
got involve with deception case. Table 4.14
Customer Feel Relaxed When Consume Coca-Cola Product Frequency
Percentage Neutral
4 6.7
Agree 31
51.7 Strongly Agree
25 41.7
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.14 above 4 respondents or 6.7 stated neutral, 31 respondents or 51.7 stated agree and 25 respondents or
41.7 stated strongly agree on the statement customer feel relaxed when consume Coca-Cola product.
Table 4.15 Customer Feel Secured With Coca-Cola Product
Frequency Percentage
Disagree 1
1.7 Neutral
13 21.7
Agree 29
48.3 Strongly Agree
17 28.3
Total 60
100 Source: Primary Data Output from SPSS 20
89
As shown in the table 4.15 above 1 respondent or 1.7 stated disagree, 13 respondents or 21.7 stated neutral, 29 respondents or
48.3 stated agree, and 17 respondents or 28.3 stated strongly agree on the statement customer feel secured with Coca-Cola
product. Table 4.16
Customer Feel Excited When Consume Coca-Cola Frequency
Percentage Neutral
4 6.7
Agree 26
43.3 Strongly Agree
30 50
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.16 above 4 respondents or 6.7 stated neutral, 26 respondents or 43.3 stated agree and 30 respondents or
50 stated strongly agree on the statement customer feel excited when consume Coca-Cola.
2 Descriptive variable customer satisfaction The questionnaires completed by the respondents about customer
value variable show the following result: Table 4.17
Coca-Cola Does Not Contain Microbe and Chemical Contamination Frequency
Percentage Disagree
15 25
Neutral 32
53.3 Agree
13 21.7
Total 60
100 Source: Primary Data Output from SPSS 20
90
As shown in the table 4.17 above 15 respondents or 25 stated disagree, 32 respondents or 53.3 stated neutral and 13 respondents
or 21.7 stated strongly agree on the statement Coca-Cola does not contain and chemical contamination.
Table 4.18 Coca-Cola Always Mentions Production Code and Date Of Expired
Frequency Percentage
Neutral 6
10 Agree
31 51.7
Strongly Agree 23
38.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.18 above 6 respondents or 10 stated
neutral, 31 respondents or 51.7 stated agree and 23 respondents or 38.3 stated strongly agree on the statement Coca-Cola always
mentions production code and date of expired. Table 4.19
Customers Feel Fresh With Coca-Cola Product Frequency
Percentage Disagree
2 3.3
Neutral 11
18.3 Agree
31 51.7
Strongly Agree 16
26.7 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.19 above 2 respondents or 3.3 stated
disagree, 11 respondents or 18.3 stated neutral, 31 respondents or 51.7 stated agree and 16 respondents or 26.7 stated strongly
agree on the statement customers feel fresh with Coca-Cola product.
91
Table 4.20 Customer like Design of Coca-Cola
Frequency Percentage
Disagree 2
3.3 Neutral
6 10
Agree 29
48.3 Strongly Agree
23 38.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.20 above 2 respondents or 3.3 stated disagree, 6 respondents or 10 stated neutral, 29 respondents or
68.3 stated agree and 23 respondents or 38.3 stated strongly agree on the statement customer like design of Coca-Cola.
Table 4.21 Customer like Aroma of Coca-Cola
Frequency Percentage
Neutral 9
15 Agree
32 53.3
Strongly Agree 19
31.7 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.21 above 9 respondents or 15 stated
neutral, 32 respondents or 53.3 stated agree and 19 respondents or 31.7 stated strongly agree on the statement customer like aroma of
Coca-Cola. Table 4.22
Customer Feel Proud When Consumed Coca-Cola Frequency
Percentage Disagree
5 8.3
Neutral 17
28.3 Agree
29 48.3
Strongly Agree 9
15 Total
60 100
Source: Primary Data Output from SPSS 20
92
As shown in the table 4.22 above 5 respondents or 8.3 stated disagree, 17 respondents or 28.3 stated neutral, 29 respondents or
48.3 stated agree and 9 respondents or 15 stated strongly agree on the statement customer feel proud when consumed Coca-Cola.
Table 4.23 Customer Believe With Coca-Cola
Frequency Percentage
Disagree 4
6.7 Neutral
11 18.3
Agree 30
50 Strongly Agree
15 25
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.23 above 4 respondent or 6.7 stated disagree, 11 respondents or 18.3 stated neutral, 30 respondents or
50 stated agree, and 15 respondents or 25 stated strongly agree on the statement customer believe with Coca-Cola.
Table 4.24 Coca-Cola Achievable Price
Frequency Percentage
Disagree 2
3.3 Neutral
9 15
Agree 34
56.7 Strongly Agree
15 25
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.24 above 2 respondents or 3.3 stated disagree, 9 respondents or 15 stated neutral, 34 respondents or
56.7 stated agree and 15 respondents or 25 stated strongly agree on the statement Coca-Cola achievable price.
93
Table 4.25 Coca-
Cola‘s Price Associated with the Customer Quality Expectations
Frequency Percentage
Neutral 12
20 Agree
28 46.7
Strongly Agree 20
33.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.25 above 12 respondents or 20 stated
neutral, 28 respondents or 46.7 stated agree and 20 respondents or 33.3 stated strongly agree on the statement Coca-Cola
‘s price associated with the customer quality expectations.
Table 4.26 Coca-Cola Has Cheap Price
Frequency Percentage
Disagree 2
3.3 Neutral
6 10
Agree 29
48.3 Strongly Agree
23 38.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.26 above 1 respondent or 3.3 stated disagree, 11 respondents or 36.7 stated neutral, 12 respondents or
40 stated agree and 6 respondents or 20 stated strongly agree on the statement Coca-Cola has cheap price.
Table 4.27 Coca-Cola Is Easy To Find
Frequency Percentage
Disagree 2
3.3 Neutral
4 6.7
Agree 32
53.3 Strongly Agree
22 36.7
Total 60
100 Source: Primary Data Output from SPSS 20
94
As shown in the table 4.27 above 2 respondents or 3.3 stated disagree, 4 respondents or 6.7 stated neutral, 32 respondents or
53.3 stated agree and 22 respondents or 36.7 stated strongly agree on the statement Coca-Cola is easy to find.
3 Descriptive variable trust in brand The questionnaires completed by the respondents about customer
value variable show the following result: Table 4.28
Coca-Cola Has a Good Reputation Frequency
Percentage Disagree
4 6.7
Neutral 18
30 Agree
24 40
Strongly Agree 14
23.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.28 above 4 respondents or 6.7 stated
disagree, 18 respondents or 30 stated neutral, 24 respondents or 40 stated agree and 14 respondents or 23.3 stated strongly agree
on the statement Coca-Cola has a good reputation. Table 4.29
Customer Know Positive News about Coca-Cola Soft Drink Frequency
Percentage Disagree
4 6.7
Neutral 12
20 Agree
29 48.3
Strongly Agree 15
25 Total
60 100
Source: Primary Data Output from SPSS 20
95
As shown in the table 4.29 above 4 respondents or 6.7 stated disagree, 12 respondents or 20 stated neutral, 29 respondents or
48.3 stated agree and 15 respondents or 25 stated strongly agree on the statement customer know positive news about Coca-Cola soft
drink. Table 4.30
Coca-Cola as Soft Drink Associated with Customer‘s Expectation
Frequency Percentage
Disagree 4
6.7 Neutral
13 21.7
Agree 32
53.3 Strongly Agree
11 18.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.30 above 4 respondents or 6.7 stated disagree, 13 respondents or 21.7 stated neutral, 32 respondents or
53.3 stated agree and 11 respondents or 18.3 stated strongly agree on the statement Coca-Cola as soft drink associated with
customer‘s expectation. Table 4.31
Customer Know About Coca-Cola Product Frequency
Percentage Disagree
5 8.3
Neutral 8
13.3 Agree
27 45
Strongly Agree 20
33.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.31 above 5 respondents or 8.3 stated
disagree, 8 respondents or 13.3 stated neutral, 27 respondents or
96
45 stated agree and 20 respondents or 33.3 stated strongly agree on the statement customer know about Coca-Cola product.
Table 4.32 Coca-Cola Able to Loss Thirsty of Customer
Frequency Percentage
Disagree 4
6.7 Neutral
3 5
Agree 21
35 Strongly Agree
32 53.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.32 above 4 respondents or 6.7 stated disagree, 3 respondents or 5 stated neutral, 21 respondents or 35
stated agree and 32 respondents or 53.3 stated strongly agree on the statement Coca-Cola able to loss thirsty of customer.
Table 4.33 Coca-Cola Associated With Customers Need
Frequency Percentage
Disagree 7
11.7 Neutral
3 5
Agree 39
65 Strongly Agree
11 18.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.33 above 7 respondents or 11.7 stated disagree, 3 respondents or 5 stated neutral, 39 respondents or 65
stated agree and 11 respondents or 18.3 stated strongly agree on the statement Coca-Cola associated with customers need.
97
Table 4.34 The Coca-Cola Company Will Not Deceive Customer
Frequency Percentage
Disagree 4
6.7 Neutral
10 16.7
Agree 36
60 Strongly Agree
10 16.7
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.34 above 4 respondents or 6.7 stated disagree, 10 respondents or 16.7 stated neutral, 36 respondents or
60 stated agree and 10 respondents or 16.7 stated strongly agree on the statement the Coca-Cola company will not deceive customer.
Table 4.35 Coca-Cola Has a Good Reputation as Multinational Company
Frequency Percentage
Disagree 4
6.7 Neutral
3 5
Agree 40
66.7 Strongly Agree
13 21.7
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.35 above 4 respondents or 6.7 stated disagree, 3 respondents or 5 stated neutral, 40 respondents or
66.7 stated agree and 13 respondents or 21.7 stated strongly agree on the statement Coca-Cola has a good reputation as
multinational company.
98
Table 4.36 Coca-Cola Attentive the Customer
Frequency Percentage
Disagree 2
3.3 Neutral
15 25
Agree 35
58.3 Strongly Agree
8 13.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.36 above 2 respondents or 3.3 stated disagree, 15 respondents or 25 stated neutral, 35 respondents or
58.3 stated agree and 8 respondents or 13.3 stated strongly agree on the statement Coca-Cola attentive the customer.
Table 4.37 Customer Believe With Coca-Cola
Frequency Percentage
Disagree 3
5 Neutral
9 15
Agree 40
66.7 Strongly Agree
8 13.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.37 above 2 respondents or 5 stated disagree, 9 respondents or 15 stated neutral, 40 respondents or
66.7 stated agree and 8 respondents or 13.3 stated strongly agree on the statement customer believe with Coca-Cola.
Table 4.38 Coca-
Cola‘s Brand Image as Customer Judge Themselves Frequency
Percentage Disagree
3 5
Neutral 14
23.3 Agree
31 51.7
Strongly Agree 12
20 Total
60 100
Source: Primary Data Output from SPSS 20
99
As shown in the table 4.38 above 3 respondents or 5 stated disagree, 14 respondents or 23.3 stated neutral, 31 respondents or
51.7 stated agree and 12 respondents or 20 stated strongly agree on the statement Coca-Cola
‘s brand image as customer judge themselves.
Table 4.39 If Coca-Cola Brand Is Human, Customer Will Love It as Themselves
Frequency Percentage
Disagree 5
8.3 Neutral
19 31.7
Agree 31
51.7 Strongly Agree
5 8.3
Total 60
100 Source: Primary Data Output from SPSS 20
As shown in the table 4.39 above 5 respondents or 8.3 stated disagree, 19 respondents or 31.7 stated neutral, 31 respondents or
51.7 stated agree and 5 respondents or 8.3 stated strongly agree on the statement if Coca-Cola brand is human, customer will love it
as themselves. Table 4.40
Customer like Coca-Cola Frequency
Percentage Disagree
2 3.3
Neutral 16
26.7 Agree
31 51.7
Strongly Agree 11
18.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.40 above 2 respondents or 3.3 stated
disagree, 16 respondents or 26.7 stated neutral, 31 respondents or
100
51.7 stated agree and 11 respondents or 18.3 stated strongly agree on the statement customer like Coca-Cola.
4 Descriptive variable customer loyalty The questionnaires completed by the respondents about customer
value variable show the following result: Table 4.41
Coca-Cola Is Better Than Other Brand And Associated With Customer Desired
Frequency Percentage
Strongly Disagree 2
3.3 Disagree
1 1.7
Neutral 19
31.7 Agree
28 46.7
Strongly Agree 10
16.7 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.41 above 2 respondents or 3.3 stated
strongly disagree, 1 respondent or 1.7 stated disagree, 19 respondents or 31.7 stated neutral, 28 respondents or 46.7 stated
agree, and 10 respondents or 16.7 stated strongly agree on the statement Coca-Cola is better than other brand and associated with
customer desired. Table 4.42
Customer Confidence with Coca-Cola Brand Frequency
Percentage Strongly Disagree
1 1.7
Disagree 2
3.3 Neutral
13 21.7
Agree 41
68.3 Strongly Agree
3 5
Total 60
100 Source: Primary Data Output from SPSS 20
101
As shown in the table 4.42 above 1 respondent or 1.7 stated strongly disagree, 2 respondents or 3.3 stated disagree, 13
respondents or 21.7 stated neutral, 41 respondents or 68.3 stated agree, and 3 respondents or 5 stated strongly agree on the
statement customer confidence with Coca-Cola brand. Table 4.43
Customer Prefer Coca-Cola than Others Frequency
Percentage Strongly Disagree
1 1.7
Neutral 22
36.7 Agree
34 56.7
Strongly Agree 3
5 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.43 above 1 respondent or 1.7 stated
strongly disagree, 22 respondents or 36.7 stated neutral, 34 respondents or 56.7 stated agree and 3 respondents or 5 stated
strongly agree on the statement customer prefer Coca-Cola than others.
Table 4.44 Customer Really Like Coca-Cola
Frequency Percentage
Strongly Disagree 1
1.7 Disagree
2 3.3
Neutral 20
33.3 Agree
29 48.3
Strongly Agree 8
13.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.44 above 1 respondent or 1.7 stated
strongly disagree, 2 respondents or 3.3 stated disagree, 20 respondents or 33.3 stated neutral, 29 respondents or 48.3 agree
102
and 8 respondents or 13.3 stated strongly agree on the statement customer really like Coca-Cola.
Table 4.45 Customer Will Intend To Buy Coca-Cola
Frequency Percentage
Strongly Disagree 2
3.3 Disagree
1 1.7
Neutral 10
16.7 Agree
44 73.7
Strongly Agree 3
5 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.45 above 2 respondents or 3.3 stated
strongly disagree, 1 respondent or 1.7 stated disagree, 10 respondents or 16.7 stated neutral, 44 respondents or 73.7 agree
and 3 respondents or 5 stated strongly agree on the statement customer will intend to buy Coca-Cola.
Table 4.46 Customer Will Consume Coca-Cola All the Time
Frequency Percentage
Strongly Disagree 1
1.7 Disagree
3 5
Neutral 11
18.3 Agree
43 71.7
Strongly Agree 2
3.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.46 above 1 respondent or 1.7 stated
strongly disagree, 3 respondents or 5 stated disagree, 11 respondents or 18.3 stated neutral, 43 respondents or 71.7 agree
and 2 respondents or 3.3 stated strongly agree on the statement customer will consume Coca-Cola all the time.
103
Table 4.47 Customer Will Recommend Coca-Cola to Their Relatives or Friends
Frequency Percentage
Strongly Disagree 1
1.7 Disagree
3 5
Neutral 4
6.7 Agree
44 73.7
Strongly Agree 8
13.3 Total
60 100
Source: Primary Data Output from SPSS 20 As shown in the table 4.47 above 1 respondent or 1.7 stated
strongly disagree, 3 respondents or 5 stated disagree, 4 respondents or 6.7 stated neutral, 44 respondents or 73.7 agree and 8
respondents or 13.3 stated strongly agree on the statement customer will recommend Coca-Cola to their relatives or friends.
c. Classical Assumption Test
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