vi 1. Independent Variable
44 2. Dependent Variable
47 H. Variable Measurement
49
CHAPTER IV FINDING AND ANALYSIS
A. General Description of research object 51
1. Gender 52
2. Age Level 52
3. Education Level 53
4. Number of Purchase 54
5. College 55
B. Validity and Reliability 56
1. Validity Test Result 56
2. Reliability Test 57
C. Descriptive Analysis 58
1. Evaluation of Promotion Variable 58
2. Evaluation of Service Quality Variable 61
3. Evaluation of Customer Experiences Variable 64
4. Evaluation of Brand Variable 66
5. Evaluation of Customer Satisfaction Variable 68
D. Multiple Linear Regression 70
1. Regression Analysis 70
1.1 Customer Satisfaction and Promotion 70
1.2 Customer Satisfaction and Service Quality
72 1.3
Customer Satisfaction and Customer Experiences 73
1.4 Customer Satisfaction and Brand
75 2. Correlation
77 3. Coefficient Determinant
78 4. Ftest
79
vii 5.
t
test 80
E. Summary 82
CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusion
83 B. Implication of study
83 C. Recommendation
84 D. Limitation
84 REFERENCES
APPENDIX I APPENDIX II
viii
LIST OF TABLE
Table 3.1 Distribution of Questionnaire Item 34
Table 3.2 Category High and Low reliability Instrument 38
Table 3.3 Linkert Scale Category 39
Table 3.4 Durbin Watson Autocorrelation Measurement 41
Table 3.5 Relationship between Variable, Dimension, Indictor 47
Table 3.6 Questionnaire Development 50
Table 4.1 The Gender of Respondent 52
Table 4.2 The Age of Respondent 53
Table 4.3 Education level 54
Table 4.4 The Number of Purchase in a Year 54
Table 4.5 The College of Respondent 55
Table 4.6 Validity Test Result 57
Table 4.7 Result of Reliability 58
Table 4.8 The Promotion Variable Frequency 59
Table 4.9 The Service Quality Variable Frequency 61
Table 4.10 The Customer Experiences Frequency 64
Table 4.11 Brand Variable Frequency 66
Table 4.12 The Customer Satisfaction Variable Frequency 68
Table 4.13.1 a Promotion Model Summary 71
Table 4.13.1 b Promotion Coefficients 72
Table 4.13.1 a Service Quality Model Summary 73
Table 4.13.1 b Service Quality Coefficients 73
Table 4.13.1 a Customer Experiences Model Summary 75
Table 4.13.1 b Customer Experiences Coefficients 75
Table 4.13.1 a Brand Model Summary 76
Table 4.13.1 b Brand Coefficients 77
Table 4.14 Correlations Result 77
Table 4.15 Coefficient Determinants R
2
Model Summary 79
ix
LIST OF FIGURE
2.1 The Cycle of Customer Satisfaction
.
18 2.2: Online Customer Satisfaction Model
30 3.1: Flow Chart of Research Approach
31
x
LIST OF FORMULATION
Validity Test Formula 36
Reliability Test Formula 37
1
CHAPTER I INTRODUCTION
Kategori