48
b. Canteen Sell food and beverages for students. In here, Al-Azhar Cooperative is
facilitate the members for selling their product. this thing is purposed for increasing the welfare of its members and avoid the students for
buying food and beverages outside school environment. c. Saving and Loan
The intangible service product from Al-Azhar Cooperative to facilitate the members for saving and loan the money from cooperative. There
are some requirement for saving and loan the money. One of the requirement is the borrowers should come from member.
d. Shuttle Car The intangible service product from Al-Azhar Cooperative to facilitate
the student parents for shuttle their children from house to school and school to house.
B. Analysis and Discussion
1. General Description and Respondent Data The respondents in this study were the member and non-member Al-
Azhar Cooperative. Based on the data of 60 respondents trough questioner, the characteristic obtained based on gender, age, occupation, and income
per month. c. General Description and Respondent based on Gender
From distributing the questioner to member and non-member of Al-Azhar Cooperative, researcher got the description about gender
from respondents as follows :
49
Table 4.1 Respondent Gender
Gender Frequency
Percentage
Male 29
48 Female
31 52
Total 60
100 Source: Primary data Processed 2014
Based on the research results of 60 respondents, visible in the table 4.1it can be seen that the percentage of female was larger than
male respondents. There were 29 respondents 48 male and 31 respondents 52 female from the results of gender respondents.
d. General Description and Respondent based on Age From distributing the questioner to member and non-member of
Al-Azhar Cooperative, researcher gets the description about age from respondents as follows :
Table 4.2 Respondent Age
Age Frequency
Percentage
19 years 12
20 20-35 years
23 38
36-50 years 19
32 51-65 years
6 10
65 years -
- Total
60 100
Source: Primary data Processed 2014 Based on the research results of 60 respondents, visible in the
table 4.2 there were 12 respondents 20 19 years, 23 respondents
50
38 20-35 years, 19 respondents 32 36-50 years, 6 respondents 10 51-65 years, and 0 respondents 65 years from the results of
age respondents. e. General Description and Respondent based on Occupation
From distributing the questioner to member and non-member of Al-Azhar Cooperative, researcher gets the description about occupation
from respondents as follows :
Table 4.3 Respondent Occupation
Occupation Frequency
Percentage
Civil Servants 2
3 Private Employees
27 45
Entrepreneur 18
30 Student
3 22
Others -
- Total
60 100
Source: Primary data Processed 2014 Based on the research results of 60 respondents, visible in the
table 4.3 there were 2 respondents 3 civil servants, 27 respondents 45 private employees, 18 respondents 30 entrepreneurship, 3
respondents 22 student and 0 respondents others, from the results of occupations respondents.
f. General Description and Respondent based on Income per month From distributing the questioner to member and non-member of
Al-Azhar Cooperative, researcher gets the description about age from respondents as follows :
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Table 4.4 Respondent Income per Month
Expenditure per month Frequency
Percentage
Rp 499.999 14
23 Rp 500.000
– Rp 999.999 21
35 Rp 1.000.000
– Rp 1.499.999 17
28 Rp 1.500.000
– Rp 1.999.999 8
14 Rp 2.000.000
- -
Total 60
100 Source: Primary data Processed 2014
Based on the research results of 60 respondents, visible in the table 4.4 there were 14 respondents 23 Rp 499.999, 21
respondents 35 Rp 500.000 – Rp 999.999, 17 respondents 28
Rp 1.000.000 – 1.499.999, 8 respondents 14 Rp 1.500.000 – Rp
1.999.999 and 0 respondent Rp 2.000.000, from the result of expenditure per month the respondents.
2. Validity Test The validity of a scale may be defined as the extent to which
differences in observed scale scores reflect true differences among on the objects on the characteristic being measured, rather than systematic or
random error. Malhotra, 2009:269. Validity is the extent to which observed scale scores reflect true differences among objects on the
characteristics being measured, rather than systematic or random errors. Malhotra, 2009: 316
52
Test validity in determining the worth or absence of an item to be used, usually performed significance test of correlation coefficient at 0.30
limitations minimal correlation, meaning that an item is considered valid if the total score is greater than 0.30 Priyatno, 2010:90
The questionnaire is divided into four main factors, namely service quality X
1
with 7 questions, brand image X
2
with 6 questions, customer satisfaction Y
1
with 6 questions, and customer loyalty Y
2
with 8 questions, so the total number of questions in the questionnaire is 27
questions. The validity of each question can be seen in the table below :
Table 4.5 Validity Test: Service Quality X
1
No Questions
Table Value Calculated Value
Describe
1 Service Quality
0.30 0.791
Valid 2
Service Quality 0.30
0.535 Valid
3 Service Quality
0.30 0.427
Valid 4
Service Quality 0.30
0.391 Valid
5 Service Quality
0.30 0.719
Valid 6
Service Quality 0.30
0.659 Valid
7 Service Quality
0.30 0.435
Valid Source: Primary data Output SPSS 17
From the table above, there are seven questions to test service quality. It can be seen that all of the result of service quality questions are valid,
because the score of total correlation more than 0.30.
53
Table 4.6 Validity Test: Brand Image X
2
No Questions
Table Value Calculated Value Describe
1 Brand Image
0.30 0.809
Valid 2
Brand Image 0.30
0.719 Valid
3 Brand Image
0.30 0.435
Valid 4
Brand Image 0.30
0.839 Valid
5 Brand Image
0.30 0.854
Valid 6
Brand Image 0.30
0.729 Valid
Source: Primary data Output SPSS 17
From the table above, there are six questions to test brand image. It can be seen that all of the result of brand image are valid, because the
score of total correlation more than 0.30.
Table 4.7 Validity Test: Customer Satisfaction Y
1
No Questions
Table Value Calculated Value Describe
1 Customer Satisfaction
0.30 0.819
Valid 2
Customer Satisfaction 0.30
0.719 Valid
3 Customer Satisfaction
0.30 0.447
Valid 4
Customer Satisfaction 0.30
0.799 Valid
5 Customer Satisfaction
0.30 0.535
Valid 6
Customer Satisfaction 0.30
0.427 Valid
Source: Primary data Output SPSS 17
From the table above, there are six questions to test customer satisfaction. It can be seen that all of the result of customer satisfaction are
valid, because the score of total correlation more than 0.30.
54
Table 4.8 Validity Test: Customer Loyalty Y
2
No Questions
Table Value Calculated Value Describe
1 Customer Loyalty
0.30 0.719
Valid 2
Customer Loyalty 0.30
0.482 Valid
3 Customer Loyalty
0.30 0.732
Valid 4
Customer Loyalty 0.30
0.339 Valid
5 Customer Loyalty
0.30 0.406
Valid 6
Customer Loyalty 0.30
0.669 Valid
7 Customer Loyalty
0.30 0.710
Valid 8
Customer Loyalty 0.30
0.839 Valid
Source: Primary data Output SPSS 17 From the table above, there are eight questions to test customer
loyalty. Itcan be seen that all of the result of customer loyalty are valid, because the score of total correlation more than 0.30.
3. Reliability Test Reliability test conducted by researcher to measure the consistency of
questions that include in the questioner on variables. According to Malhotra 2004:268 a questioner is considered relia
ble when cronbach’s alpha test reached 0.60 or more. Cronbach’s alpha is the average of all
possible split half coefficients resulting from different ways of splitting the scale items. The table below shows the reliability test result as follows :
a. Service Quality There are seven questions about service quality that will be tested with
using reliability test. The variable is categorize reliable if cronbach’s
55
alpha more than 0,60. Here the result of reliability test about service quality as follows :
Table 4.9 Reliability Test of Service Quality
Reliability Statistics
Cronbachs Alpha
N of Items .697
7
Source: Primary data Output SPSS 17 Based on the table above, it can be seen the number of cronbach’s
alpha is 0.697. It means, variable of service quality is reliable because the cronbach’s alpha shows more than 0.60.
b. Brand Image There are six questions about brand image that will be tested with
using reliability test. The variable is categorize reliable if cronbach’s alpha more than 0,60. Here the result of reliability test about brand
image as follows :
Table 4.10 Reliability Test of Brand Image
Reliability Statistics
Cronbachs Alpha
N of Items .872
6
Source: Primary data Output SPSS 17 Based on the table above, it can be seen the number of cronbach’s
alpha is 0.872. It means, variable of brand image is reliable because the cronbach’s alpha shows more than 0.60.
56
c. Customer Satisfaction There are six questions about customer satisfaction that will be tested
with using reliability test. The variable is categorize reliable if cronbach’s alpha more than 0,60. Here the result of reliability test
about customer satisfaction as follows :
Table 4.11 Reliability Test of Customer Satisfaction
Reliability Statistics
Cronbachs Alpha
N of Items .780
6
Source: Primary data Output SPSS 17 Based on the table above, it can be seen the number of cronbach’s
alpha is 0.780. It means, variable of customer satisfaction is reliable because the cronbach’s alpha shows more than 0.60.
d. Customer Loyalty There are eight questions about customer loyalty that will be tested
with using reliability test. The variable is categorize reliable if cronbach’s alpha more than 0,60. Here the result of reliability test
about customer satisfaction as follows :
Table 4.12 Reliability Test of Customer Loyalty
Reliability Statistics
Cronbachs Alpha
N of Items .796
8
Source: Primary data Output SPSS 17
57
Based on the table above, it can be seen the number of cronbach’s alpha is 0.796. It means, variable of customer loyalty is reliable
because the cronbach’s alpha shows more than 0.60.
C. Descriptive Analysis
