Path Analysis Diagram Influence Calculation

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E. Path Analysis Diagram

Figure 4.1 Path Analysis Diagram ɛ1 ɛ2 0.053 0.358 0.323 -0.107 0.835 0.075 0.687 0.817 Source: Primary data Processed 2014

F. Influence Calculation

1. Influence Calculation Substructure I a. Influence of Direct and Indirect Service Quality X 1 to Customer Satisfaction Y 1 Table 4.52 Direct and Indirect Influence of Service Quality X 1 to Customer Satisfaction Y 1 Direct and Indirect Influence Calculation Contribution X 1 direct ρx 1 y 1 .ρx 1 y 1 0.323 0.323 0.104 X 1 Indirect Y 1 ρx 1 y 1 . rx 1 x 2 . ρx 2 y 1 0.323 0.835 0.687 0.185 Total influence X 1 to Y 1 0.289 Source: Primary data Processed 2014 Based on the table above, it can be noted that the direct influence of service quality X 1 to customer satisfaction Y 1 is 0.104 or 10.4 Service Quality X1 Costumer Loyalty Y2 Costumer Satisfaction Y1 Brand Image X2 89 and indirect influence through customer satisfaction Y 1 is 0.185 or 18.5. So, the total effect of given variable service quality of 0.289 or 28.9 to customer satisfaction. The result shows indirect given bigger influence more than direct. b. Influence of Direct and Indirect Brand Image X 2 to Customer Satisfaction Y 1 Table 4.53 Direct and Indirect Influence of Brand Image X 2 to Customer Satisfaction Y 1 Direct and Indirect Influence Calculation Contribution X 2 direct ρx 2 y 1 .ρx 2 y 1 0.687 0.687 0.471 X 2 through Indirect Y 1 ρx 2 y 1 . rx 1 x 1 . ρx 1 y 1 0.687 0.835 0.323 0.185 Total influence X 2 to Y 1 0.656 Source: Primary data Processed 2014 Based on the table above, it can be noted that the direct influence of brand image X 2 to customer satisfaction Y 1 is 0.471 or 47.1 and indirect influence through customer satisfaction Y 1 is 0.185 or 18.5. So, the total effect of given variable brand image is 0.656 or 65.6 to customer satisfaction. The result shows direct given bigger influence more than indirect. c. Total influence service quality X1 and brand image X2 to customer satisfaction Y1. Based on the result of influence calculation structure 1 has been done, so the total result are : 90 1 Total influence X1 = 0.289 2 Total influence X2 = 0.656 3 Total influence X1 + X2 = 0.945 The result of this approach the coefficient of determination R 2 x 1 x 2 is 0.945 or 94.5 2. Influence Calculation Substructure II a. Influence of Direct and Indirect Service Quality X1 and Brand Image X2 to Customer Loyalty Y2 Table 4.54 Direct and Indirect Influence of Service Quality X 1 and Brand Image X2 to Customer Loyalty Y 2 Direct and Indirect Influence Calculation Contribution X 1 direct Ρx 1 y 2 .ρx 1 y 2 -0.107 -0.107 0.011 X 2 direct Ρx 2 y 2 . Ρx 2 y 2 0.817 0.817 0.667 X 1 through Indirect Y 2 Ρx 1 y 2 . rx 1 y 1 . ρy 1 y 2 -0.107 0.835 0.75 -0.067 X 2 through Indirect Y 2 Ρx 2 y 2 . rx 2 y 1 . ρy 1 y 2 0.817 0.835 0.75 0.511 Total influence X 1 and X 2 to Y 2 1.122 Source : Primary data Processed 2014 Based on the table above, it can be noted that the influence of direct service quality to customer loyalty is 0.011or1.1, brand image is 0.667 or 66.7 direct influence to customer loyalty. While indirect influence service quality to the customer loyalty is -0.067 or -6.7, brand image to the customer loyalty is 51.1. So, the conclusion of the total influence given by variable service quality and brand image to the customer loyalty is 1.122 or 11 91 b. Direct and Indirect influence Customer Satisfaction Y 1 to Customer Loyalty Y 2 Table 4.55 Direct and Indirect Influence of Customer Satisfaction Y 1 to Customer Loyalty Y 2 Direct Influence Calculation Contribution Y1direct Ρy 1 y 2 .ρy 1 y 2 0.75 0.75 0.562 Total influence Y 1 to Y 2 0.562 Source: Primary data Processed 2014 From the table above it can be noted that the direct influence of customer satisfaction Y 1 to customer loyalty Y 2 0.562 or 56.2. So, the total effect of given variable Customer satisfaction is 0.562 or 56.2 to Customer loyalty. c. Total Influence Service Quality and Brand Image X 2 toward Customer Satisfaction Y 1 to Customer Loyalty Y 2 Based on the result of influence calculation structure 2 has been done, so the total result are : a. Total influence X2 = 1.122 b. Total influence Y1 = 0.562 c. Total influence X2 + Y1 = 1.684 The result of this approach the coefficient of determination R 2 x 2 y 1 1.684 or 16 92

CHAPTER V CONCLUSION AND SUGGESTION