Multiple Regression Analysis T- test Statistic Partial
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According to cooper 2007:155, independent variable is the variable manipulated by the researcher, thereby causing an effect or
change on the dependent variable. In this research as independent variables are service quality X1 Product quality X2 and Promotion X3.
2. Dependent Variable
According to cooper 2007: 156, dependent Variable is the variable measured predicted, or otherwise monitored by researcher,
expected to be affected by manipulation of independent variable. In this Research as the dependent variable is customer satisfaction Y
Table 2.4 Operational variable service quality
Variable Dimension
Indicator Scale
Service quality
Fitzimmons 2007: 132.
Tangible 1.
Equipment 2.
Physical facility 3.
Personnel and
communication materials.
Ordinal
Reliability 1.
Service dependably
and courtesy employee
Ordinal
Responsiveness 1. Willingness to Help customers
2. provide prompt service
Ordinal
Assurance 1.
Knowledge and
politeness employee
2. Respect for customers
Ordinal
Table 2.5
Operational Variable Product Quality
Variable Dimension
Indicator Scale
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Product quality Meenaghan 2008:17
Performance Premier function
Ordinal
Feature Supplement
its basic
function Ordinal
Durability Level of product duration
Ordinal Conformance Operational standard
Ordinal Perception
Image product
and reputation
Ordinal
Table 2.6
Operational Variable promotion
Variable Dimension
Indicator Scale
Promotion Kotler
Keller 2008: 63 Advertising
1. Audio Visual materials
2. Billboard
3. Brochures poster
Ordinal
Personal Selling 1.
Sales presentation Ordinal
Public Relations 1.
Publication Ordinal
Sales Promotions 1.
Entertainment Ordinal
Direct marketing 1.
Catalog Ordinal
Table 2.7
Operational Variable Customer Satisfaction
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Variable Dimension
Indicator Scale
Customer Satisfaction Peter 2007:181
Professionalism 1.
Understnad the
expectation of customer 2.
Provide opportunites Ordinal
Empathy 1.
How well
company succeeding in satisfying
customer Ordinal
Service quality 1.
How well a delivered service
matches the
customer satisfaction Ordinal
The ease to get 1.
Customers get
the products
available in
places easily accessible by
consumers when
needed. 2.
Delivery advice Ordinal
Emotional 1.
Pleasure response 2.
Enjoylable Ordinal