Measurement Scale of Variable Table Operational Variable

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F. Measurement Scale of Variable

To find out how variable the Consumer Perceived Value, Brand Reputation to consumer commitment through consumer trust in the use of online shopping Tokobagus.com, then it can be measured using the likert scale. Likert scale was used to measure attitudes, opinions, and perceptions of a person or a group of people about a phenomenon. In performing the measurement variables – variables that can be tested on any answers, it will be given a score sugiyono 2005: 86. Answers from each instrument using the likert scale with gradations of very positive to very negative in the form of the word – the Word as follows: Table 3.1 Likert Scale Table 1 2 3 4 Strongly Disagree Disagree Agree Strongly Agree Furthermore, the data obtained from the questionnaire results will be presented in the form of a table. The results in table form is analyzed based on variable Consumer perceived value, brand reputation, consumer trust, and consumer commitment against the use of an online shopping service Tokobagus.com. 61

G. Operational Variable

1. Definition of Consumer Perceive Value

According to Kotler 2012, the value of the thought of the customer Customer Perceived Value is the difference between the evaluation of the prospects for all benefits and all the costs that are on offer and other alternatives considered. The evaluation process involves the exchange of what is acceptable to consumers customer total value, service value, image value and what was sacrificed customer total cost, the monetary cost and non-monetary cost includes the cost of time, energy and mental. Seen from the side of the consumer, have a high value is a major factor in the transaction of buying and selling Hollbrook: 1994. Kottler 2010. in Suliyanto 2010: 2 adds that the Customer Perceived Value can also be expectations from consumers of the products or services that are expected to satisfy them. Added by the Ziethmal 1988 in Li 2010: 23 expressed approval that the Customer Perceived Value is the overall assessment of the value to products based on the perception that he received or upon what has been accepted by the consumer. A little different from what is presented by Kottler, Ducoffe 1996 in Dahlen, et. Al. 2009: 156, said that the Perceived value of Customer as the value of the products or services received based on consumer advertising of such products or services. 62 Mac Dougal and Levesque 2000 in Suliyanto 2009; 2, said that the Perceived Customer Value will give a long-term benefit . Because customer perceived value increase consumer confidence on a particular product, so it will encourage consumers to do the repetitive consumption on these products, or enhancing a sense of attachment to a product or brand that has perceived value is positive. Various definitions of Customer Perceived Value cited by Li 2010; 30-33 from different sources, Anderson 1993: 43 says that CPV is related to the monetary units that are associated with that product. Whereas Burtz and Goodstein 1996 : 122 says that CPV more leads to emotional shape that is formed between customers with a certain brand, because it considers the value of having a brand is more than other brands in the similar products. While Moliner 2007: 27 says that the Perceived Value to the Customer more experience after consuming, where subjective judgment and therein including emotional reactions after consuming a product or service. Monroe 1990: 13 says that the Customer Perceived Value is a tradeoff from quality or benefit which is received from a consumer product compared to the sacrifice of the issued price. The theory of Customer Perceived Value is most often used in the study are those of the Woodruff who says that Customer Perceived Value is the overall evaluation of product attributes, attributes and performance consequences received by the consumer after consuming the products and benefit that gets compared to other products. 63 It is also delivered by Dahlen 2009: 156 that raised customer perceived value in his research, where it is perceived that express their customer measurement value can be viewed from any side or from one side only, for example, perceived value received from the advertising of a product, can even be restricted from one media advertisements only. Because of the perception of the consumer receives an advertisement, may cause an emotional attitude of consumers to the product being advertised. According to Dahlen 2009: 156, Li 2010; 30-33, Monroe 1990: 13 the main of image perceived value are : a. Value b. Perceived Benefit c. Performance

2. Definition of Brand Reputation

Halliday and Kuenzel 2010: 38 in Pinson 2012: 3 outlines the notion of reputation as: the collective representation of multiple constituencies image of company, built up over time and based on companys identity programs, its performance and how constituencies have perceived its behavior. The unity of the community in view of the assessment form and behavior towards companies, which are arrayed in a long period of time, based on the programs and performance undertaken by the company. 64 From above can be interpreted as meaning that the reputation of a company represented by the performance of which was created by the company which is reflected in the quality of the resulting products, as well as other performance are perceived by consumers. This means bring the better performance of the company improves the companys reputation grew and vice versa, the ugly performance of the companys consumer increasingly negative perceptions which means reducing the companys reputation in the eyes of consumers. Brand reputation is often associated as the credibility of the companies that are perceived by consumers Herbig, 1993, Hyde, 2005 in Casalo, 2011: 201. Aside from the external side, the reputation of a brand can be seen from the internal side, where in his article, Pinson 2012: 25 reveals CEOs views reputation as an intangibles assets that provide a firm with greater confidence among stakeholders, better positioning in the marketplace and associated with superior performance compared to other brands in the same product category deChertnatony, 1999 Ceos looked at the reputation as an invisible treasure that give confidence to stakeholders, a better position on the market, and can provide better performance than other brands of the same product. Confirmed also mention by Dahlen, et. Al. 2009: 157 that brand reputation is an asset that will give the company an advantage, which will create goodwill from consumers based on experience from previous purchases. It is believed that the brand that has a good reputation will ease 65 the process of purchase of the customer or consumer decision making in purchasing Chun,. 2005:33. In the contacts associated with the on line shopping or e-commerce, Josang, et. Al., 2007 in Cassalo, 2011: 201 explains, reputation can be consequences of a collective measure of truthworthiness based on referrals or rating from members in a community. The good reputation of the company in the eyes of consumers will give a positive impact to the companys performance as it allegedly by Chun 2005 a good brand reputation stimulates purchase by simplifying decision procedures for customers, a good brand reputation that will stimulate the purchasing easier, in other words a good reputation doesnt complicate the assessment of consumer products that it generates, because consumers feel confident would be quality of the product that results from companies that have a good reputation. Correspondingly Deephouse 2000 and Siltaoja in Ker Tah Hsu 2011 tells us that the executives viewed the companys reputation as an important source that directs the company to consider corporate competitive advantage Executive reputation as the critical intangible resources that leads to competitor advantage. The explanation above was added by Herbig and Milewicz 1995 cited Dahlen, et. Al. 2009: 157 a backward-looking asset with forward looking, the goodwill benefit consumers ascribe to a brand based on their previous encounters with it. Reputation is an invisible asset but provide a real advantage, because 66 consumers who either provide an assessment based on what they see and feel. According to Halliday and Kuenzel 2010: 38 in Pinson 2012: 3, Pinson 2012: 25, Chun,. 2005:33 above, the main of brand reputation are : a. Performance : b. Intengible Asset

3. Definition of Consumer Trust

According to Morgan and Hunt 1999:203, the Trust is defined as the level of integrity, honesty and competence of one party against the other party, confidence on exchange partners reliability and integrity. Trust usually viewed as a critical element of being able to keep the relationship in the future, in this case the customer relationships with service providers. Then Morgan and Hunts 1994: 23 in Helen wong et al. 2012 gives the sense of out Trust when one party has confidence in an exchange partner is reliability and integrity, trust arises if someone feel confident against the other party in terms of reliabilities and integrity. Thus the trust arises if a person or a company able to show something good sake that can convince someone to be his ability and integrity. Trusts can also be interpreted as a goodwill and willingness from consumers to take risks, to which goodwill is built from previous experience, and Trust is the expectation of a positive outcome, expressed 67 by Deutsch 1979 in Afzal, et. Al. 2011: 45. While the willingness is the desire of consumers to face the risks, that may be associated with receipt of the brand that will be consumed, lau and Lee, 1999, in the Suliyanto 2011: 2. In his research, Ching-Hsien, et. Al. 2002: 2 says that will happen because the trusts consumers initiative themselves to further believe with what is offered by a brand. Where the trust would reduce the sense of uncertainty, not only because consumers know that the brand deserves to be trusted, but reliable, secure and honest in expressing the contents of products that are sold, as quoted from Arnjun and Morris 2001. In fact added by Doney and Cannon 1997 s consumers Trust can be created and built through the consumer experience in doing such consumption activities, starting from the process of introduction to the brand. While Helen Wong 2012:67 outlines that a trustworthy party is one that is considered reliable and has high level of integrity and the associated qualities, belief is a considered a high reliability and integrity with regard to quality. Morgan and Hunt 1994:132 cited by Chaudhuri and Holbrook 2001: 82 gives the sense of trust as the willingness of the average consumer to rely on the ability of the brand to perform its stated function, the desire for the average consumer to the ability shown by the brand or company. 68 According to Morgan and Hunt 1994:132 cited by Chaudhuri and Holbrook 2001: 82, Helen Wong 2012:67, Ching-Hsien, et. Al. 2002: 2, Afzal, et. Al. 2011: 45, above, the main of consumer trust are : a. Integrity and reliability b. Goodwill and willingness

4. Definition of Customer Commitment

Meanwhile Grun et al. 2000: 83 in Tim Jones 2007: 17 shared a commitment within 3 three types, namely: 1. Affective Commitment as the degree to which a customer is psychologically bonded to the service organization on the basis of how favorable the consumer feels about the organization 2. Normative Commitment as the degree to which a customer is psychologically bonded to the organization on the basis of hisher sense of obligation to the organization Normative Commitment as the degree to which a customer is psychologically bonded to the organization on the basis of hisher sense of obligation to the organization 3. Continuance commitment as the degree to which a customer is psychologically bonded to perceive cost associated with terminating the relationship According to Meanwhile Grun et al. 2000: 83 in Tim Jones 2007: 17above, the main of consumer trust are: 69 a. Affective Commitment b. Normative commitment

H. Table Operational Variable

Table 3.2 Operational Variable VARIABLE DIMENTION INDICATORS SCALE Customer Perceived value Value 1. Customer total value 2. Customer total cost 3. C ustomer‟s overall judgment of quality 4. Monetary value Interval Perceived Benefit 5. Tradeoff between benefit and cost 6. Service quality 7. Professionalism 8. Price fairness Interval VARIABLE DIMENTION INDICATORS SCALE Brand Reputation Performance 1. Company‟s Performance 2. Rating from members in a community Interval Intangible assets 3. Consequences of a collective measure of truth worthiness based on referrals 4. Forward looking benefit Interval Customer trust Integrity and reliability 1. The exchange of Partner‟s Integrity 2. The degree of Confidence Interval 70 Goodwill and willingness 3. Goodwill and willingness of customers to rely on abilities company 4. Feeling about satisfaction 5. Feeling about the certainty Interval Customer commitment Affective Commitment 1. Customer retention 2. Repurchase intention 3. Staying intention 4. Enduring attitude Interval Normative commitment 5. Desire to particular brand 6. Desire to maintain membership Interval 71 CHAPTER IV ANALYSIS AND DISCUSSION

A. Overview of ResearchObject