113
relationship between a company and its customers and the relationship between brands with customers.
f. F Test
Table 4.52 F Test
ANOVA
a
Model Sum of
Squares df
Mean Square
F Sig.
1 Regression
1212.214 3 404.071 67.945
0.000
b
Residual 333.036
56 5.947
Total 1545.250
59 a. Dependent Variable: Customer Loyalty
b. Predictors: Constant, Trust in Brand, Customer Value, Customer Satisfaction
Source: Primary Data Output from SPSS 20 F Test basically indicates whether all the independent variables included
in the model have simultaneously influence toward dependent variable. Hypothesis testing with F statistics can be done by comparing the calculated
F test with the value of F table 2.769 and significance 0.05. Ha: There is significant influence simultaneously among variable of
customer value, customer satisfaction and trust in brand toward customer loyalty.
From ANOVA test or F test is obtained F value test is 67.945 with probabilities 0.000. The degree of freedom df for the F test is df n-k-1 =
60-3-1= 56. Thus the F table for F test is 2.769. It shows that F test =67.945 bigger than F table= 2.769, and the significance level 0.0000.05. It means
114
that customer value, customer satisfaction and trust in brand have significant influence simultaneously toward customer loyalty.
Lam et al., 2004 stated that in the recent research has explored relationships between customer value perceptions and both satisfaction and
loyalty. If customer is satisfied heshe will buy the product again and again. It is one of the very important factors that affect customers. According to
Mohammad Muzahid Akbar 2009:28 trust and customer satisfaction are significantly and positively related to customer loyalty.
115
CHAPTER V CONCLUSIONS AND IMPLICATION
A. Conclusions
The purpose of this research was to find out the roles of customer value, customer satisfaction and trust in brand toward customer loyalty of Coca-
Cola. The statistical tests conducted by applying the SPSS software have examined the results of 39 questions related with the role of customer value,
customer satisfaction and trust in brand towards customer loyalty from 60 customers of Coca-Cola especially in north Jakarta as respondents. Then
obtained conclusions are as follows: 1. Simultaneously, there are influences between customer value, customer
satisfaction and trust in brand toward customer loyalty. The search for F value probabilities of the independent variable is less than alpha of the
research t table. The alpha t table of this research is 5. According to the statistical test conducted by applying the SPSS software, the search
from ANOVA test or F test is obtained F value test is 67.945 with the probabilities 0.000. It shows that all independent variables have F value
below 5 0.05. The benefit of this research can be seen in the relation between customer loyalty, customer value, customer satisfaction and trust
in brand. 2. In this research on customer value variable, the result shows that customer
value has significant influence partially toward customer loyalty.
115
Kategori