Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Konsumen Melakukan Pembelian Produk Levi’s Pada Pengunjung Plaza Medan Fair

  Lampiran 1 Kuisioner Penelitian No. Responden : .....

  Responden yang terhormat,

Pertanyaan yang ada di kuisioner ini bertujuan untuk melengkapi data penelitian

dalam rangka penyusunan skripsi dengan judul :

Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan

Konsumen Melakukan Pembelian Produk Levi’s Pada Pengunjung Plaza

Medan Fair”.

  Oleh karena itu kepada responden, saya sebagai penulis mengharapkan :

  

1. Saudara dapat menjawab setiap pertanyaan dengan sejujur-jujurnya. Dan perlu

diketahui bahwa jawaban dari kuisioner ini tidak berhubungan dengan benar atau

salah.

  2. Pilihlah jawaban dengan memberi tanda check ( √ ) pada salah satu jawaban

yang paling sesuai menurut Saudara. Penilaian dapat dilakukan berdasarkan skala

berikut ini : Jawaban Sangat Tidak Setuju (STS) : 1 Jawaban Tidak Setuju (TS) : 2 Jawaban Kurang Setuju (KS) : 3 Jawaban Setuju (S) : 4 Jawaban Sangat Setuju (SS) : 5 Identitas Responden

  Nama : Jenis Kelamin : a. laki-laki b. perempuan

  Pekerjaan : Pendapatan/Uang saku : Menjadi konsumen Levi’s : a. 1 tahun – 3 tahun b. > 3 tahun

No. Indikator Variabel SS S KS TS STS

  A. Citra Merek

  1 Produk Levi’s adalah merek yang pertama kali diingat

  2 Produk Levi’s memiliki citra merek yang baik

  3 Memberikan rasa percaya diri menggunakan produk Levi’s

  4 Merasa bangga menggunakan produk Levi’s

No. Indikator Variabel SS S KS TS STS

  B. Harga

1 Harga produk Levi’s terjangkau

  2 Harga Produk Levi’s sesuai dengan Kualitasnya

  3 Harga produk Levi’s sesuai dengan manfaat yang dirasakan

No. Indikator Variabel SS S KS TS STS

C. Kualitas Produk

  1 Produk Levi’s memiliki kualitas bahan yang baik

2 Daya tahan warna produk Levi’s tidak cepat berubah.

  Indikator Variabel S SS KS TS STS

D. Keputusan Pembelian

  kebutuhan pakaian

  2 Mencari informasi tentang beberapa merek pakaian

  3 Memutuskan untuk membeli produk Levi’s setelah mengevaluasi beberapa alternatif

  4 Melakukan pembelian ulang produk Levi’s karena telah merasa puas TERIMA KASIH

  LAMPIRAN 2 HASIL PENGOLAHAN DATA

  5

  4

  3

  5

  3

  4

  3

  25

  4

  5

  4

  2

  4

  4

  5

  4

  3

  5

  4

  5

  5

  24

  4

  5

  5

  5

  4

  5

  5

  5

  3

  5

  5

  3

  5

  4

  5

  5

  5

  4

  5

  5

  5

  27

  5

  5

  5

  5

  4

  5

  4

  5

  5

  4

  5

  4

  5

  26

  3

  5

  4

  4

  5

  5

  1

  4

  4

  1

  4

  4

  4

  3

  4

  1

  1

  4

  4

  20

  3

  21

  4

  3

  4

  4

  4

  4

  5

  3

  4

  5

  5

  19

  5

  2

  5

  4

  5

  5

  5

  23

  5

  5

  5

  5

  5

  5

  5

  4

  5

  4

  5

  5

  5

  22

  4

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  4

  5

  4

  4

  5

  4

  5

  4

  4

  4

  5

  4

  34

  4

  4

  4

  4

  4

  5

  4

  5

  4

  4

  4

  5

  4

  33

  4

  5

  5

  5

  5

  4

  5

  3

  3

  5

  5

  5

  4

  5

  4

  5

  4

  5

  5

  4

  4

  36

  3

  5

  4

  3

  4

  4

  3

  5

  4

  4

  4

  5

  4

  35

  3

  5

  5

  28

  3

  30

  3

  5

  5

  5

  5

  5

  4

  4

  3

  5

  5

  5

  29

  5

  5

  4

  4

  4

  5

  4

  5

  5

  4

  4

  5

  4

  5

  3

  5

  3

  3

  5

  5

  5

  3

  32

  3

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  3

  31

  4

  4

  5

  4

  5

  5

  5

  4

  3

  4

  4

  1. Tabulasi Vialiditas dan Relabilitas No

  4

  5

  5

  7

  2

  4

  4

  4

  4

  4

  3

  4

  4

  4

  4

  5

  4

  6

  3

  3

  3

  3

  4

  3

  3

  4

  1

  3

  3

  4

  5

  1

  3

  3

  4

  3

  4

  4

  4

  9

  3

  4

  4

  4

  3

  4

  4

  5

  5

  3

  5

  4

  5

  8

  5

  4

  4

  3

  5

  4

  5

  4

  5

  4

  5

  5

  5

  5

  5

  4

  5

  5

  5

  2

  4

  4

  3

  4

  5

  3

  5

  5

  4

  4

  4

  5

  5

  1

  Pembelian (Y) Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13

  Produk (X3) Variabel Keputusan

  Variabel Kualitas

  Variabel Harga (X2)

  Variabel Citra Merek (X1)

  4

  2

  4

  3

  2

  3

  2

  4

  3

  4

  4

  1

  2

  2

  5

  1

  4

  3

  3

  4

  2

  5

  5

  3

  4

  3

  3

  4

  4

  2

  3

  4

  3

  3

  4

  5

  4

  4

  4

  5

  16

  3

  5

  5

  4

  5

  5

  3

  4

  5

  3

  5

  5

  5

  15

  4

  3

  5

  3

  3

  5

  4

  3

  4

  5

  4

  4

  4

  4

  4

  4

  5

  5

  5

  5

  5

  18

  3

  2

  4

  2

  4

  4

  4

  4

  4

  4

  5

  5

  3

  17

  4

  4

  4

  4

  4

  4

  4

  2

  3

  3

  4

  4

  4

  4

  2

  5

  5

  5

  5

  11

  3

  4

  4

  3

  3

  3

  3

  4

  5

  2

  3

  5

  5

  10

  3

  4

  4

  4

  1

  4

  3

  14

  2

  3

  4

  3

  3

  4

  3

  5

  3

  3

  3

  3

  13

  12

  3

  3

  5

  3

  4

  5

  3

  4

  4

  3

  4

  4

  4

  5

  38

  13 Item Statistics Mean Std. Deviation N

  4

  4

  4

  4

  3

  4

  3

  5

  N % Cases Valid 40 100,0 Excluded a ,0 Total

  40 100,0

  Reliability Statistics Cronbach's Alpha N of Items

  ,845

  VAR00001 4,03 1,097

  5

  40 VAR00002 4,60 ,545

  40 VAR00003 4,25 ,927

  40 VAR00004 4,03 1,000

  40 VAR00005 4,03 1,097

  40 VAR00006 4,30 ,648

  40 VAR00007 4,05 ,783

  40 VAR00008 4,35 ,622

  40 VAR00009 4,15 ,662

  40 VAR00010 3,95 ,932

  40 VAR00011 4,35 ,622

  40 VAR00012 3,95 ,932

  40 VAR00013 3,60 1,105

  40

  4

  5

  3

  5

  5

  5

  5

  3

  4

  4

  5

  4

  5

  5

  5

  5

  39

  4

  5

  5

  4

  4

  5

  5

  4

  4

  3

  4

  3

  5

  40

  4

1. Output Uji Validitas Dan Reliabilitas Case Processing Summary

a. Listwise deletion based on all variables in the procedure.

  

Item-Total Statistics

Scale Mean if Item Deleted

  4

  Variabel Keputusan Pembelian (Y)

  Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13

  1

  5

  5

  4

  4

  (X2) Variabel

  5

  5

  5

  5

  4

  3

  4

  Kualitas Produk (X3)

  (X1) Variabel Harga

  Scale Variance if Item Deleted Corrected Item-Total Correlation

  

VAR00007 49,58 41,276 ,514 ,849

  Cronbach's Alpha if Item Deleted

  

VAR00001 49,60 39,118 ,491 ,852

  

VAR00002 49,03 43,871 ,400 ,855

  

VAR00003 49,38 38,907 ,631 ,841

  

VAR00004 49,60 37,990 ,655 ,839

  

VAR00005 49,60 39,118 ,491 ,852

  

VAR00006 49,33 43,251 ,397 ,855

  

VAR00008 49,28 42,051 ,573 ,847

  No Variabel Citra Merek

  

VAR00009 49,48 42,615 ,464 ,852

  

VAR00010 49,68 38,789 ,637 ,841

  

VAR00011 49,28 42,051 ,573 ,847

  

VAR00012 49,68 38,789 ,637 ,841

  

VAR00013 50,03 39,615 ,448 ,855

Scale Statistics

  Mean Variance Std. Deviation N of Items 53,63 47,061 6,860 13 2.

   Tabulasi Regresi

  4

  3

  5

  29

  5

  4

  4

  4

  5

  4

  5

  5

  4

  4

  5

  4

  28

  5

  5

  5

  4

  3

  5

  4

  5

  5

  5

  4

  5

  5

  5

  27

  3

  5

  5

  4

  3

  5

  5

  5

  3

  31

  4

  4

  5

  4

  5

  5

  5

  3

  5

  5

  5

  5

  3

  30

  3

  5

  5

  5

  5

  5

  4

  4

  3

  5

  5

  5

  5

  4

  5

  5

  24

  4

  5

  5

  5

  4

  5

  5

  4

  5

  4

  3

  5

  5

  23

  5

  5

  5

  5

  5

  5

  5

  4

  5

  4

  5

  5

  5

  5

  3

  4

  5

  4

  5

  5

  4

  5

  4

  5

  26

  3

  5

  4

  5

  4

  5

  5

  4

  3

  5

  3

  4

  3

  25

  4

  5

  4

  2

  4

  4

  5

  5

  5

  4

  4

  4

  3

  5

  5

  5

  3

  38

  3

  3

  4

  3

  4

  4

  4

  4

  4

  4

  4

  4

  4

  37

  5

  5

  5

  5

  4

  5

  4

  5

  5

  4

  5

  3

  4

  3

  4

  4

  4

  4

  4

  5

  5

  5

  4

  40

  3

  5

  4

  3

  4

  4

  5

  5

  4

  4

  5

  5

  4

  39

  5

  5

  5

  5

  5

  5

  4

  4

  4

  4

  5

  4

  4

  4

  5

  4

  33

  4

  5

  5

  4

  5

  5

  3

  5

  3

  5

  5

  5

  3

  32

  3

  5

  5

  5

  4

  4

  5

  5

  4

  4

  36

  3

  3

  4

  3

  4

  4

  3

  5

  4

  4

  4

  4

  34

  35

  3

  5

  5

  5

  4

  5

  4

  5

  4

  4

  4

  5

  4

  5

  22

  2

  9

  3

  4

  4

  2

  3

  4

  3

  3

  4

  3

  4

  4

  4

  3

  5

  4

  4

  4

  3

  4

  3

  4

  5

  3

  5

  4

  5

  8

  5

  10

  5

  4

  2

  3

  4

  4

  4

  12

  1

  3

  4

  3

  4

  4

  4

  4

  5

  3

  5

  5

  5

  11

  3

  4

  3

  4

  3

  3

  3

  4

  5

  2

  4

  3

  4

  2

  4

  1

  5

  4

  2

  3

  2

  4

  3

  4

  4

  1

  2

  5

  3

  1

  4

  3

  3

  4

  2

  5

  5

  3

  4

  3

  3

  4

  4

  3

  1

  5

  4

  4

  5

  5

  5

  5

  4

  5

  5

  7

  2

  4

  4

  4

  4

  3

  4

  4

  4

  4

  4

  4

  4

  6

  3

  3

  3

  3

  4

  3

  3

  4

  3

  4

  4

  4

  5

  3

  4

  5

  5

  19

  5

  4

  4

  4

  4

  4

  4

  4

  5

  5

  5

  5

  5

  18

  3

  2

  4

  2

  4

  4

  4

  4

  4

  4

  4

  4

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  5

  21

  2

  4

  3

  1

  4

  4

  4

  3

  4

  1

  1

  4

  4

  20

  1

  3

  4

  4

  5

  5

  3

  3

  5

  4

  3

  4

  4

  4

  4

  4

  14

  2

  3

  4

  3

  5

  4

  3

  5

  3

  3

  3

  3

  3

  13

  3

  3

  5

  3

  4

  3

  3

  5

  5

  3

  17

  4

  4

  4

  4

  4

  4

  4

  3

  5

  4

  4

  4

  16

  4

  3

  5

  5

  4

  5

  5

  3

  4

  5

  5

  5

  5

  5

  15

  5

3. Analisis Deskriptif

  

VAR00001

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  2

  5.0

  5.0

  5.0

  2

  1

  2.5

  2.5

  7.5

  3

  8

  20.0

  20.0

  27.5

  4

  12

  30.0

  30.0

  57.5

  5

  17

  42.5 42.5 100.0 Total 40 100.0 100.0

  

VAR00002

Cumulative Frequency Percent Valid Percent Percent

  Valid

  3

  1

  2.5

  2.5

  2.5

  4

  14

  35.0

  35.0

  37.5

  5

  25

  62.5 62.5 100.0 Total 40 100.0 100.0

  

VAR00003

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  1

  2.5

  2.5

  2.5

  2

  1

  2.5

  2.5

  5.0

  3

  4

  10.0

  10.0

  15.0

  4

  15

  37.5

  37.5

  52.5

  5

  19

  47.5 47.5 100.0 Total 40 100.0 100.0

  

VAR00004

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  1

  2.5

  2.5

  2.5

  2

  2

  5.0

  5.0

  7.5

  3

  7

  17.5

  17.5

  25.0

  4

  15

  37.5

  37.5

  62.5

  5

  15

  37.5 37.5 100.0 Total 40 100.0 100.0

  

VAR00005

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  2

  5.0

  5.0

  5.0

  2

  1

  2.5

  2.5

  7.5

  3

  9

  22.5

  22.5

  30.0

  4

  15

  37.5

  37.5

  67.5

  5

  13

  32.5 32.5 100.0 Total 40 100.0 100.0

  

VAR00006

Cumulative Frequency Percent Valid Percent Percent

  Valid

  3

  4

  10.0

  10.0

  10.0

  5

  5

  7.5

  7.5

  4

  20

  50.0

  50.0

  57.5

  17

  3

  42.5 42.5 100.0 Total 40 100.0 100.0

  

VAR00009

Frequency Percent Valid Percent

Cumulative

  Percent Valid

  3

  6

  15.0

  15.0

  7.5

  3

  16

  27.5

  40.0 40.0 100.0 Total 40 100.0 100.0

  

VAR00007

Frequency Percent Valid Percent

Cumulative

  Percent Valid

  3

  11

  27.5

  27.5

  4

  Percent Valid

  16

  40.0

  40.0

  67.5

  5

  13

  32.5 32.5 100.0 Total 40 100.0 100.0

  

VAR00008

Frequency Percent Valid Percent

Cumulative

  15.0

  4

  22

  55.0

  55.0

  70.0

  5

  12

  30.0 30.0 100.0 Total 40 100.0 100.0

  

VAR00010

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  1

  2.5

  2.5

  2.5

  2

  5

  12.5

  12.5

  15.0

  3

  13

  32.5

  32.5

  47.5

  4

  10

  25.0

  25.0

  72.5

  5

  11

  27.5 27.5 100.0 Total 40 100.0 100.0

  

VAR00011

Cumulative Frequency Percent Valid Percent Percent

  Valid

  2

  1

  2.5

  2.5

  2.5

  3

  4

  10.0

  10.0

  12.5

  4

  21

  52.5

  52.5

  65.0

  5

  14

  35.0 35.0 100.0 Total 40 100.0 100.0

  Cumulative Frequency Percent Valid Percent Percent Valid

  2

  2

  5.0

  5.0

  5.0

  3

  12

  30.0

  30.0

  35.0

  4

  12

  30.0

  30.0

  65.0

  5

  14

  35.0 35.0 100.0 Total 40 100.0 100.0

  

VAR00013

Cumulative Frequency Percent Valid Percent Percent

  Valid

  1

  2

  5.0

  5.0

  5.0

  2

  3

  7.5

  7.5

  12.5

  3

  14

  35.0

  35.0

  47.5

  4

  11

  27.5

  27.5

  75.0

  5

  10

  25.0 25.0 100.0 Total 40 100.0 100.0 4.

   Uji Normalitas

  One-Sample Kolmogorov-Smirnov Test Unstandardized Residual

  N a,,b

  40 Normal Parameters Mean .0000

Std. Deviation 2.19594

Most Extreme Differences Absolute .090

Positive .075

  

Negative -.090

Kolmogorov-Smirnov Z .570 Asymp. Sig. (2-tailed) .901 a. Test distribution is Normal.

b. Calculated from data.

5. Uji Heteroskedastisitas a

  

Coefficients

Standardized

Unstandardized Coefficients Coefficients

  Model B Std. Error Beta t Sig.

1 (Constant) -.031 2.101 -.015 .988

  Harga -.027 .186 -.033 -.147 .884 Kualitas .023 .246 .018 .095 .925 a. Dependent Variable: Absut 6.

   Uji Multikolinearitas a Coefficients

  Standardized Unstandardized Coefficients Coefficients Collinearity Statisti Model B Std. Error Beta t Sig. Tolerance

  VI 1 (Constant) -.907 3.342 -.272 .788

Citra Merek .343 .202 .311 1.704 .097 .481

Harga .220 .296 .127 .744 .461 .545

Kualitas .915 .392 .343 2.335 .025 .740

  a. Dependent Variable: Keputusan Pembelian

7. Analisis Regresi Linear Berganda dan Uji Hipotesis (Uji F, Uji t, ) ANOVAb Model Sum of Squares df Mean Square F Sig.

  a

  1 Regression 139.312 3 46.437 8.889 .000 Residual 188.063 36 5.224 Total 327.375

  39

a. Predictors: (Constant), Kualitas, Harga, Citra Merek

  b. Dependent Variable: Keputusan Pembelian a Coefficients

  Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) -.907 3.342 -.272 .788 Citra Merek .343 .202 .311 1.704 .097 Kualitas .915 .392 .343 2.335 .025

  a. Dependent Variable: Keputusan Pembelian

Model Summaryb

Adjusted R Std. Error of the Model R R Square Square Estimate a 1 .652 .426 .378 2.286 a. Predictors: (Constant), Kualitas, Harga, Citra Merek

  b. Dependent Variable: Keputusan Pembelian