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Figure 4.6 shows that the dots are spread randomly and do not form a certain pattern. This means that the heteroscedasticity problem does
not exist, and the regression model is feasible to be used for predicting customer purchase decision to the brand awareness, brand quality, brand
association and brand loyalty.
4. Hypothesis Test Result
Hypothesis test in this result used multiple regression analysis, such as: a Multiple Linear Regression test
Based on the result test on table 4.3, the regression model equation is created as follow:
Description: Y : Customer Purchase Decision
X
1
: Brand Awareness X
2
: Brand Quality X
3
: Brand Association X
4
: Brand Loyalty
The regression equation above shows that the constant value is 1.535. This means that the variable of Brand Awareness, Brand Quality, Brand
Association, Brand Loyalty are said to be constant, so the Customer purchase decision will be constant in the amount of 1.535.
Y= 1.535+ 0.258X
1
+ 0.422X
2
+ 0.115X
3
+ 0.190X
4
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The regression coefficient in the Brand Awareness is 0.258, it means that if the brand awareness is added into one unit, so the brand awareness
will be increased in amount of 0,258, with the assumption that the other variables are held constant. The coefficient is positive, it means there is a
positive relationship brand awareness and the customer purchase decision. The regression coefficient in the brand quality is 0.422, it means that
if brand quality are added into one unit, so the brand quality will be increased in amount of 0,422, with the assumption that the other variables
are held constant. The coefficient is positive, it means there is a positive relationship between brand quality and customer purchase decision
The regression coefficient in the brand association is 0.155, this things means that if the brand association are added into one unit, so the
brand association will be increased in amount of 0,155, with the assumption that the other variables are held constant. The coefficient is
positive, it means there is a positive relationship between brand association and customer purchase decision.
The regression coefficient in the brand loyalty is 0.190, this thing means that if the brand loyalty are added into one unit, so the brand loyalty
will be increased in amount of 0.190, with the assumption that the other variables are held constant
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b Determination Coefficient Test Result This test aims to measure independent variable ability Brand
Awareness, Brand Quality, Brand Association and Brand Loyalty in describing dependent variable variance Customer Purchase Decision.
The result of Coefficient of Determination can be seen in adjusted R square column
that shown in the table below:
Model Summary
b
Model R
R Square Adjusted R
Square Std. Error of the
Estimate 1
.858
a
.737 .718
1.09443 a. Predictors: Constant, BL, BWNS, BQ, BSO
b. Dependent Variable: CPD
Source: Data Processed, 2015 Based on table 4.4 Adjusted R Square generated by the
independent variables is 0,718 that means 71,8 dependent variable, the customer purchase decision described by the independent variables, and
the rest of 28,2 described by the other variables that is not included in the research such as the promotion, advertising and price.
The value of correlation coefficient R in table 4.4 is 0,858 shows that the relationship between independent and dependent variable is very
strong, because it has a correlation in range of 0.80 to 1.00. The standard
Table 4.4 Coefficient of Determination Test
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error of the estimate SEE is 1.094. The smaller the SEE value, the more accurate the regression model in predicting the dependent variable.
c t Test Statistical Result Statistical of t test aims to show how far the influence of the
explanatory variable or independent as individually in explaining the variation in the dependent variable.
Table 4.5 The Statistical t test result
Coefficients
a
Source: Data Processed, 2015
The t test result can be seen in table 4.16, the analysis of t test results are:
Ha
1
: The Influence of Brand Awareness toward Purchase Decision.
The result of t test can be seen in table 4.16, the brand awareness BWNS significance level is 0.010. It means Ha
1
is accepted so that the brand awareness has significantly positive
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error
Beta
1 Constant
1.535 2.311
.664 .509
BWNS .258
.096 .224
2.687 .010
BQ .422
.094 .431
4.495 .000
BSO .155
.097 .156
1.601 .115
BL .190
.075 .237
2.531 .014
a. Dependent Variable: CPD
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influence to the customer purchase decision, because the significance level is below 0,05.
The hypothesis test result is doesn’t appropriate with the research has been done by Fadli and Qamariah 2008, the
results of hypothesis testing showed that brand awareness variables no significant effect on consumers in making
purchasing decisions Honda motorcycles. While in this hypothesis test research conclude the brand awareness
significantly positive influence to the customer purchase decision to choose Garuda Indonesia Airline.
Ha
2
: The Influence of Perceived Brand Quality toward Purchase Decision.
The result of t test can be seen in table 4.16, the perceived brand quality BQ significance level is 0.000. It means Ha
2
is accepted so that the perceived brand quality has significantly
positive influence the customer purchase decision, because the significance level is below 0,05.
The hypothesis test result is appropriate with the Research has been done by Chi et al. 2009, the results of hypothesis
testing showed that the variable impression of perceived brand quality significantly influence consumers in making purchasing
decisions Honda motorcycles. While in this hypothesis test research conclude the perceived brand quality significantly
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positive influence to the customer purchase decision to choose Garuda Indonesia Airline
Ha
3
: The Influence of Brand Association toward Purchase Decisions.
The result of t test can be seen in table 4.16, the Brand Association BSO significance level is 0.115. It means Ha
3
is rejected so that
the brand association doesn’t influence the customer purchase decision, because the significance level is
above 0.05 . The hypothesis test result is doesn’t appropriate with the
research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that the variables
significantly influence brand associations consumers in making purchasing decisions Honda motorcycles. While in this
hypothesis test research conclude the brand association doesn’t influence to the customer purchase decision to choose Garuda
Indonesia Airline
Ha
4
: The Influence of Brand Loyalty toward Purchase Decision.
The result of t test can be seen in table 4.16, the Brand Loyalty BL significance level is 0.014. It means Ha
4
is accepted so that the brand loyalty has significantly influence to the customer
purchase decision, because the significance level is below 0,05.
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The hypothesis test result is appropriate with the Research has been done by Hsin Kuang Chi 2009, the results of hypothesis
testing showed that the variable brand loyalty significantly influence consumers in making purchasing decisions Honda
motorcycles. While in this hypothesis test research conclude the brand loyalty significantly positive influence to the customer
purchase decision to choose Garuda Indonesia Airline. d F test Statistical result
The result of F test statistical test can be seen in table 4.6, if the probability value is less than 0,05 so H
a
is accepted and H is
rejected, and if the probability value is more than 0,05 so H is
accepted and H
a
is rejected.
Table 4.6 F Test Statistical Result
ANOVA
a
Model Sum of Squares
df Mean Square
F Sig.
1 Regression
184.306 4
46.077 38.469
.000
b
Residual 65.877
55 1.198
Total 250.183
59 a. Dependent Variable: CPD
b. Predictors: Constant, BL, BWNS, BQ, BSO
Source: Data processed, 2015
Ha
5
: The Influence of Brand Awareness, Perceived Brand Quality, Brand Association, Brand Loyalty, toward Purchase Decision
The hypothesis 5 can be seen in table 4.6 the F value is 38,46 with the significance level 0,000. It means that Ha
5
is
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accepted, so it can be said that the brand awareness BWNS, brand quality BQ, brand association BSO, and brand loyalty
BL have simultaneously significant influence to the customer purchase decision.
The hypothesis test result is appropriate with the Research has been done by Hsin Kuang Chi et.al 2008, the results of
hypothesis testing showed that the brand awareness, brand quality, brand association, and brand loyalty have simultaneously influence
the purchase intention. While in this hypothesis test research conclude brand awareness, brand quality, brand association, and
brand loyalty have simultaneously influence to the customer purchase decision.
5. Analysis
