Analysis of The Influence of Product Differentiation and Advertisement Promotion on Consumer Loyalty Macbeth Shoes in Lampung University (Study on Students of FISIP)
Abstrak
Analisis Pengaruh Diferensiasi dan Promosi Iklan Produk Sepatu Macbeth
Terhadap Loyalitas Konsumen di Universitas Lampung (Studi Pada
Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik)
Tujuan penelitian ini adalah untuk mengetahui dan mendeskripsikan pengaruh
diferensiasi dan promosi Iklan produk sepatu Macbeth terhadap loyalitas
konsumen. Tipe penelitian yang digunakan adalah penelitian yang bersifat
explanatory research. Populasi pada penelitian ini adalah mahasiswa Fakultas
Ilmu Sosisal dan Ilmu Politik Universitas Lampung yang menggunakan produk
sepatu Macbeth dengan sampel empat puluh orang responden. Teknik
pengumpulan data menggunakan kuesioner dengan skala Likert.
Hasil perhitungan hipotesis melalui uji t diperoleh t hitung untuk variabel
diferensiasi lebih kecil dari t tabel, sehingga Ho diterima dan Ha ditolak. Maka
mengindikasikan bahwa secara parsial variabel diferensiasi berpengaruh tidak
signifikan terhadap loyalitas konsumen. Hasil perhitungan hipotesis melalui uji t
diperoleh t hitung untuk variabel promosi iklan dimana t hitung lebih besar dari t
tabel, sehingga Ho ditolak dan Ha diterima. Maka mengindikasikan bahwa secara
parsial variabel promosi iklan berpengaruh terhadap loyalitas konsumen.
Untuk dapat mempertahankan konsumen produk sepatu Macbeth harus
memperbaiki dan meningkatkan inovasi produk, khususnya untuk produk sepatu,
agar dapat memberikan diferensiasi terhadap produknya dalam hal keunikan dan
inovatif dalam mengkombinasi logo, desain, dan model dalam produknya.
Sehingga dapat mendongkrak popularitas Macbeth dan menciptakan asosiasi
produk yang memberikan kesan kebanggaan pada benak konsumen ketika
menggunakan produk tersebut.
Kata kunci : Diferensiasi, Promosi Iklan.
PERSEMBAHAN
Terucap syukur dalam iringan do’a dengan
rasa syukur yang sederhana kupersembahkan
sebuah karya kecilku untuk kedua orang
tuaku tercinta (ayah dan ibu) yang telah
membesarkanku dengan semangat penuuh
kasih sayang hingga aku menjadi dewasa
serta perjuangan mereka yang begitu panjang
agar aku menjadi pribadi yang dapat mereka
banggakan.
Adikku tersayang (Yulia Nurhidayah) yang
telah menemaniku dalam langkahku menjadi
seorang sarjana.
Kekasih Tercinta dan Tersayang Azrina
Septiani, kamu motivasi terbesar aku, aku
beruntung mendapatkan kamu.
Sahabat, saudara serta keluarga besar
Administarasi Bisinis dan keluarga besar
Universitas
Lampung
yang
selalu
memberikan motifasi.
Almamater
LAMPUG
tercinta,
UNIVERSITAS
DAFTAR ISI
Halaman
DAFTAR ISI ...........................................................................................................
DAFTAR TABEL ..................................................................................................
DAFTAR GAMBAR .............................................................................................
I. PENDAHULUAN
A. Latar Belakang .............................................................................................
1
B. Rumusan Masalah ........................................................................................
9
C. Tujuan Penelitian .........................................................................................
9
D. Manfaat Penelitian .......................................................................................
10
II. TINJAUAN PUSTAKA
A. Konsep Pemasaran ..................................................................................
11
1. Pengertian Manajemen Pemasaran ......................................................
11
2. Pengertian Bauran Pemasaran ............................................................
12
B. Diferensiasi .............................................................................................
14
1. Pengertian Diferensiasi .......................................................................
14
2. Strategi-strategi Diferensiasi ..............................................................
15
C. Promosi ....................................................................................................
16
1. Pengertian Promosi ............................................................................
16
2. Tujuan Promosi ..................................................................................
16
3. Bauran Promosi ..................................................................................
17
4. Manfaat Promosi .................................................................................
18
5. Kegiatan Promosi .................................................................................
18
D. Periklanan .................................................................................................
19
1. Pengertian Periklanan ...........................................................................
19
2. Fungsi Iklan ..........................................................................................
20
3. Tujuan Iklan ..........................................................................................
20
E. Loyalitas Konsumen ..................................................................................
21
1. Pengertian Loyalitas Konsumen ...........................................................
21
2. Karakteristik Pelanggan yang Loyal .....................................................
22
3. Tahapan Loyalitas Pelanggan ................................................................
24
F. Pengaruh Diferensiasi Terhadap Loyalitas Pelanggan ..............................
42
G. Pengaruh Promosi Periklanan Terhadap Loyalitas Konsumen ..................
44
H. Kerangka Penelitian ...................................................................................
45
I. Hipotesis .....................................................................................................
47
III. METODE PENELITIAN
A. Tipe Penelitian .............................................................................................
49
B. Definisi Konseptual .....................................................................................
49
C. Definisi Operasional .................................................................................
50
D. Populasi dan Sampel ................................................................................
51
E. Skala Pengukuran .....................................................................................
52
F. Teknik Pengumpulan Data ........................................................................
54
G. Teknik Pengujian Instrumen ....................................................................
54
1. Pengujian Validitas ..............................................................................
54
2. Pengujian Reliabilitas ..........................................................................
57
H. Teknik Analisis Data ................................................................................
58
1. Teknik Analisis Statistik Deskriptif ......................................................
59
2. Analisis Regresi Linier Berganda ..........................................................
60
3. Uji F ......................................................................................................
61
4. Uji T .......................................................................................................
62
IV. HASIL DAN PEMBAHASAN
A. Gambaran Umum Perusahaan ………………………………………….
63
1. Sejarah Berdirinya Perusahaan Macbeth ……………………………
63
2. Profil Perusahaan ……………………………………………………
64
B. Hasil Penelitian …………………………………………………………
65
1. Karakteristik Responden …………………………………………….
64
2. Gambaran Deskripsi Jawaban Responden ……………………………
69
a. Variabel Diferensiasi ……………………………………………..
69
b. Variabel Promosi iklan …………………………………………..
70
c. Variabel Loyalitas …………………………………………………
72
3. Hasil Aalisis Uji Asumsi Klasik/Inferensial …………………………..
73
a. Uji Normalitas ……………………………………………………..
73
b. Uji Multikolinieritas ……………………………………………….
74
c. Uji Heteroskedastisitas …………………………………………….
75
4. Analisis Regresi Linier Berganda ……………………………………...
76
5. Uji Hipotesis …………………………………………………………...
76
a. Uji F ………………………………………………………………..
78
b. Uji T ………………………………………………………………..
78
C. Pembahasan ………………………………………………………………... 79
V. KESIMPULAN DAN SARAN
A. Kesimpulan ………………………………………………………………
84
B. Saran ……………………………………………………………………..
85
DAFTAR PUSTAKA
LAMPIRAN
LAMPIRAN 1. KUESIONER
KUESIONER
ANALISIS PENGARUH DIFERENSIASI DAN PROMOSI PRODUK
SEPATU MACBETH TERHADAP LOYALITAS KONSUMEN DI
UNIVERSITAS LAMPUNG
a. Petunjuk Pengisian
Responden yang terhormat,
Pertanyaan yang ada di kuesioner ini bertujuan untuk melengkapi data penelitian
dalam rangka penyusunan skripsi sebagai prasyarat meraih gelar Sarjana
Administrasi Bisnis.
Oleh karena itu kepada responden, saya sebagai penulis mengharapkan:
1. Saudara dapat menjawab setiap pertanyaan dan pernyataan dengan sejujurjujurnya dan perlu diketahui bahwa jawaban dari kuisioner ini tidak
berhubungan dengan benar atau salah.
2. Pilihlah jawaban dengan memberikan tanda check (√) pada salah satu
jawaban yang paling sesuai menurut saudara. Penilaian dapat dilakukan
sebagai berikut:
Sangat Setuju
(SS)
Setuju
(S)
Ragu-ragu
(RG)
Tidak Setuju
(TS)
Sangat Tidak Setuju
(STS)
5
4
3
2
1
b. Identitas Responden
1. Nama
:.........................................................(Boleh tidak diisi)
2. Jenis Kelamin
: ( ). Laki-Laki
( ). Perempuan
3. Usia
: ( ) 19-28 tahun
( ) 19-28 tahun
4. Jurusan
: ( ) Ilmu Komunikasi
: ( ) Ilmu Administrasi Bisnis
: ( ) Ilmu Pemerintahan
: ( ) Ilmu Administarsi Negara
: ( ) Ilmu Sosiologi
: ( ) Diploma Humas
: ( ) Diploma APS/Sekertari
: ( ) Diploma Perpustakaan
5. Sudah Beli Sepatu Macbeth Berapa Kali :
( ) 1 kali
( ) 3 kali
( ) 2 kali
( ) lebih dari 3 kali
6. Sejak Tahun Berapa Mengenal Sepatu Macbeth :
( ) 2007
( ) 2008
( ) 2009
( ) ≥ 2010
1. Diferensiasi
No
Pertanyaan
STS
TS
R
S
SS
STS
TS
R
S
SS
Produk
1.
2.
3.
4.
5.
6.
7.
Produk sepatu Macbeth cukup
bersaing dengan produk sepatu lain.
Produk sepatu Macbeth mempunyai
desain yang bervariasi yang
membedakan dari produk lain.
Produk sepatu Macbeth memiliki gaya
yang unik sesuai dengan trend masa
kini.
Kualitas Pelayanan
Saya senang menerima hadiah gratis
berupa sticker setelah membeli produk
sepatu Macbeth.
Saya senang membeli produk sepatu
Macbeth yang kini terdapat program
pre order serta program delivery.
Citra
Saya merasa bangga menggunakan
produk sepatu Macbeth.
Saya percaya diri menggunakan
produk sepatu Macbeth.
2. Promosi Periklanan
No
Pertanyaan
Daya Tarik
1.
2.
3.
4.
5.
Iklan yang ditampilkan produk sepatu
Macbeth menarik.
Iklan yang ditampilkan produk sepatu
Macbeth memberikan kesan positif
yang menarik.
Saya tertarik menunggu iklan-iklan
terbaru produk sepatu Macbeth.
Perhatian dan Minat
Iklan produk sepatu Macbeth yang
diulang-ulang menarik perhatian saya.
Iklan produk sepatu Macbeth
membuat saya semakin berminat
terhadap produk yang dipasarkan.
Keyakinan Terhadap Produk
6.
Saya yakin dalam memilih produkproduk sepatu Macbeth.
7.
Saya yakin dengan menggunakan
produk sepatu Macbeth membuat saya
lebih percaya diri.
3. Loyalitas
No
Pertanyaan
Melakukan Pembelian Ulang
1.
2.
3.
4.
5.
6.
Saya tertarik melakukan pembelian
ulang terhadap produk sepatu
Macbeth.
Saya tertarik membeli kembali produk
terbaru yang dipasarkan produk sepatu
Macbeth dengan selalu membeli
produk baru Macbeth.
Membeli diluar Lini Produk
Saya membeli produk Macbeth di luar
sepatu Macbeth (mis : kaos Macbeth,
topi Macbeth, dll).
Saya merasa puas dengan produk yang
dikeluarkan oleh Macbeth selain
produk sepatunya (mis: tas Macbeth,
aksesoris Macbeth, dll).
Merekomendasikan Produk Kepada
Orang Lain
Saya bangga merekomendasikan
produk sepatu Macbeth kepada orang
lain.
Saya bangga menceritakan hal-hal
positif tentang produk sepatu Macbeth
kepada orang lain.
STS
TS
R
S
SS
LAMPIRAN 2. NONPARAMETRIC CORRELATIONS VALIDITAS (X1)
Correlations
item1
Pearson Correlation
item2
1
Sum of Squares and
Cross-products
Covariance
N
item2
item3
item6
item7
total
.222
.075
-.069
.464**
.646
.968
.000
.169
.646
.672
.003
9.900
1.000
.100
9.900
2.250
1.000
-.800
23.350
.254
.026
.003
.254
.058
.026
-.021
.599
40
40
40
40
40
40
40
40
**
*
.320
.752**
.075
Sig. (2-tailed)
.646
1
1.000
.193
.075
.293
1.000
.233
.646
.067
.000
.044
.000
1.000
18.000
4.000
1.000
4.000
18.000
5.000
51.000
Covariance
N
.026
40
.462
40
.103
40
.026
40
.103
40
.462
40
.128
40
1.308
40
Pearson Correlation
.007
.193
1
.007
.302
.193
.322*
.545**
Sig. (2-tailed)
.968
.233
.968
.059
.233
.043
.000
Sum of Squares and
Cross-products
.100
4.000
23.900
.100
4.750
4.000
5.800
42.650
Covariance
.003
.103
.613
.003
.122
.103
.149
1.094
40
1.000**
40
.075
40
.007
40
1
40
.222
40
.075
40
-.069
40
.464**
.000
.646
.968
.169
.646
.672
.003
9.900
1.000
.100
9.900
2.250
1.000
-.800
23.350
.254
.026
.003
.254
.058
.026
-.021
.599
40
40
40
40
40
40
40
40
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
item4
item5
**
.007
Pearson Correlation
Sum of Squares and
Cross-products
item4
.075
Sig. (2-tailed)
item1
item3
Covariance
N
item5
.067
.016
.000
10.375
4.000
4.500
32.125
.058
.266
.103
.115
.824
40
40
40
40
40
1
*
.320
.752**
.044
.000
18.000
5.000
51.000
.103
40
.462
40
.128
40
1.308
40
-.069
.379*
.320*
1
.548**
.043
.672
.016
.044
5.000
5.800
-.800
4.500
5.000
13.600
32.300
-.021
40
.128
40
.149
40
-.021
40
.115
40
.128
40
.349
40
.828
40
.464**
.752**
.545**
.464**
.624**
.752**
.548**
1
.003
.000
.000
.003
.000
.000
.000
23.350
51.000
42.650
23.350
32.125
51.000
32.300
255.775
.599
1.308
1.094
.599
.824
1.308
.828
6.558
40
40
40
40
40
40
40
.302
.222
Sig. (2-tailed)
.169
.067
.059
.169
2.250
4.000
4.750
2.250
.058
.103
.122
40
40
40
Pearson Correlation
.075
**
.193
.075
.293
Sig. (2-tailed)
Sum of Squares and
Cross-products
.646
.000
.233
.646
.067
1.000
18.000
4.000
1.000
4.000
.026
40
.462
40
.103
40
.026
40
-.069
.320*
.322*
.672
.044
Sum of Squares and
Cross-products
-.800
Covariance
N
Pearson Correlation
Sum of Squares and
Cross-products
Covariance
Pearson Correlation
Sig. (2-tailed)
Sig. (2-tailed)
total
.624**
.293
Covariance
N
item7
.379*
.222
N
item6
.293
Pearson Correlation
Sum of Squares and
Cross-products
Covariance
N
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
1.000
1
.000
LAMPIRAN 3. NONPARAMETRIC CORRELATIONS VALIDITAS (X2)
Correlations
item8
Pearson Correlation
item9
1
item15
-.068
.239
.075
.610**
.678
.138
.646
.000
.000
9.900
.150
.950
9.850
-.750
2.350
1.000
9.950
33.400
.254
.004
.024
.253
-.019
.060
.026
.255
.856
40
40
40
40
40
40
40
40
40
Pearson Correlation
.010
1
.196
.014
.275
.233
.198
.005
.475**
Sig. (2-tailed)
.951
.225
.930
.085
.148
.222
.977
.002
Sum of Squares and
Cross-products
.150
22.775
4.075
.225
4.625
3.475
4.000
.075
39.400
Covariance
N
.004
40
.584
40
.104
40
.006
40
.119
40
.089
40
.103
40
.002
40
1.010
40
Pearson Correlation
.069
.196
1
.135
.334*
.233
.974**
-.002
.689**
Sig. (2-tailed)
.671
.225
.408
.035
.148
.000
.992
.000
Sum of Squares and
Cross-products
.950
4.075
18.975
1.925
5.125
3.175
18.000
-.025
52.200
Covariance
.024
.104
.487
.049
.131
.081
.462
.000
1.338
40
.954**
40
.014
40
.135
40
1
40
-.054
40
.149
40
.072
40
.821**
40
.589**
.000
.930
.408
.740
.360
.660
.000
.000
9.850
.225
1.925
10.775
-.625
1.525
1.000
8.925
33.600
.253
.006
.049
.276
-.016
.039
.026
.229
.862
40
40
40
40
40
40
40
40
40
-.068
.275
*
.334
-.054
.284
*
.335
-.075
.458**
.678
.085
.035
.740
.076
.035
.645
.003
Sum of Squares and
Cross-products
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
.954
total
**
.000
Sig. (2-tailed)
item12
item14
.671
N
Pearson Correlation
item11
item13
.951
N
item10
item12
**
.069
Covariance
item9
item11
.010
Sig. (2-tailed)
item8
item10
1
.955
item13
Sum of Squares and
Cross-products
-.750
4.625
5.125
-.625
12.375
3.125
5.000
-.875
28.000
Covariance
-.019
.119
.131
-.016
.317
.080
.128
-.022
.718
N
Pearson Correlation
40
.239
40
.233
40
.233
40
.149
40
.284
40
1
40
.302
40
.307
40
.563**
Sig. (2-tailed)
.138
.148
.148
.360
.076
.059
.054
.000
2.350
3.475
3.175
1.525
3.125
9.775
4.000
3.175
30.600
.060
.089
.081
.039
.080
.251
.103
.081
.785
40
40
40
40
40
40
40
40
40
**
*
Sum of Squares and
Cross-products
Covariance
N
item14
Pearson Correlation
Sig. (2-tailed)
.075
.646
.198
.222
.974
.000
.072
.660
.335
.035
.302
.059
1
.071
.663
.705**
.000
Sum of Squares and
Cross-products
1.000
4.000
18.000
1.000
5.000
4.000
18.000
1.000
52.000
.026
.103
.462
.026
.128
.103
.462
.026
1.333
40
40
40
40
40
40
40
40
40
**
Covariance
N
Pearson Correlation
Sig. (2-tailed)
item15
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
.955
.000
.005
.977
-.002
.992
.821
.000
-.075
.645
.307
.054
.071
.663
1
.576**
.000
9.950
.075
-.025
8.925
-.875
3.175
1.000
10.975
33.200
.255
.002
.000
.229
-.022
.081
.026
.281
.851
40
40
40
40
40
40
40
40
40
**
**
**
**
**
**
**
**
1
.610
.475
.689
.589
.458
.563
.705
.576
.000
.002
.000
.000
.003
.000
.000
.000
33.400
39.400
52.200
33.600
28.000
30.600
52.000
33.200
302.400
.856
1.010
1.338
.862
.718
.785
1.333
.851
7.754
N
40
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
40
40
40
40
40
40
40
total
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
**
LAMPIRAN 4. NONPARAMETRIC CORRELATIONS VALIDITAS (Y)
Correlations (validitas y)
item16
item17
item18
item19
item20
item21
total
.160
.146
.013
.740**
.936
.000
.325
.367
.936
.000
23.600
.200
22.700
2.500
3.100
.200
52.300
Covariance
.605
.005
.582
.064
.079
.005
1.341
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
40
.013
.936
40
1
40
.010
.951
40
.222
.169
40
.069
.671
40
1.000**
.000
40
.510**
.001
.200
9.900
.150
2.250
.950
9.900
23.350
.005
40
.979**
.000
.254
40
.010
.951
.004
40
1
.058
40
.236
.143
.024
40
.196
.225
.254
40
.010
.951
.599
40
.770**
.000
22.700
.150
22.775
3.625
4.075
.150
53.475
.582
40
.160
.325
.004
40
.222
.169
.584
40
.236
.143
.093
40
1
.104
40
.365*
.020
.004
40
.222
.169
1.371
40
.557**
.000
2.500
2.250
3.625
10.375
5.125
2.250
26.125
.064
40
.058
40
.093
40
.266
40
.131
40
.058
40
.670
40
1
Sig. (2-tailed)
item17
item19
**
Pearson Correlation
item16
item18
Sum of Squares and
Cross-products
.013
.979
Pearson Correlation
.146
.069
Sig. (2-tailed)
.367
.671
Sum of Squares and
item20
3.100
.950
Cross-products
Covariance
.079
.024
N
40
40
Pearson Correlation
.013 1.000**
Sig. (2-tailed)
.936
.000
Sum of Squares and
item21
.200
9.900
Cross-products
Covariance
.005
.254
N
40
40
**
Pearson Correlation
.740
.510**
Sig. (2-tailed)
.000
.001
Sum of Squares and
total
52.300 23.350
Cross-products
Covariance
1.341
.599
N
40
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
.196
.225
.365*
.020
1
.069
.671
.523**
.001
4.075
5.125
18.975
.950
33.175
.104
40
.010
.951
.131
40
.222
.169
.487
40
.069
.671
.024
40
1
.851
40
.510**
.001
.150
2.250
.950
9.900
23.350
.004
40
.770**
.000
.058
40
.557**
.000
.024
40
.523**
.001
.254
40
.510**
.001
.599
40
1
53.475
26.125
33.175
23.350
211.775
1.371
40
.670
40
.851
40
.599
40
5.430
40
LAMPIRAN 5. RELIABILITAS (X1)
Notes
Output Created
28-Feb-2013 22:46:13
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item1 item2 item3 item4
item5 item6 item7
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.000
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
%
Reliability Statistics
Cases
Valid
a
Excluded
40
100.0
0
.0
40
100.0
Cronbach's Alpha
.694
Total
a. Listwise deletion based on all variables in the
procedure.
N of Items
7
LAMPIRAN 6. RELIABILITAS (X2)
Notes
Output Created
28-Feb-2013 22:49:26
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item8 item9 item10
item11 item12 item13 item14 item15
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.000
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
Cases
Valid
a
Excluded
Total
%
40
100.0
0
.0
40
100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha
.714
N of Items
8
LAMPIRAN 6. RELIABILITAS (Y)
Notes
Output Created
28-Feb-2013 22:52:02
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item16 item17 item18
item19 item20 item21
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.031
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
Cases
Valid
a
Excluded
Total
%
40
100.0
0
.0
40
100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha
.659
N of Items
6
LAMPIRAN 8. REGRESSION
Notes
Output Created
28-Feb-2013 22:27:48
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data File
Missing Value Handling
Definition of Missing
40
User-defined missing values are treated as
missing.
Cases Used
Statistics are based on cases with no
missing values for any variable used.
Syntax
REGRESSION
/DESCRIPTIVES MEAN STDDEV CORR
SIG N
/MISSING LISTWISE
/STATISTICS COEFF OUTS CI BCOV R
ANOVA COLLIN TOL CHANGE ZPP
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT loyallitas
/METHOD=ENTER diferensasi promosi
/SCATTERPLOT=(*SRESID ,*ZPRED)
/RESIDUALS DURBIN HIST(ZRESID)
NORM(ZRESID)
/CASEWISE PLOT(ZRESID)
OUTLIERS(3).
Resources
Processor Time
00:00:00.686
Elapsed Time
00:00:00.601
Memory Required
Additional Memory Required for
Residual Plots
1636 bytes
904 bytes
[DataSet0]
Descriptive Statistics
Mean
Std. Deviation
N
loyallitas
24.10
2.725
40
diferensasi
30.42
2.881
40
promosi
32.22
2.486
40
Correlations
loyallitas
Pearson Correlation
Sig. (1-tailed)
N
diferensasi
promosi
loyallitas
1.000
-.120
.572
diferensasi
-.120
1.000
.201
promosi
.572
.201
1.000
loyallitas
.
.231
.000
diferensasi
.231
.
.107
promosi
.000
.107
.
loyallitas
40
40
40
diferensasi
40
40
40
promosi
40
40
40
b
Variables Entered/Removed
Variables
Model
Variables Entered
1
promosi,
a
diferensasi
a. All requested variables entered.
b. Dependent Variable: loyallitas
Removed
Method
. Enter
b
Model Summary
Change Statistics
Std. Error of the
Model
R
R Square
Adjusted R Square
Estimate
R Square Change
F Change
df1
df2
Sig. F Change
Durbin-Watson
1
a
.620
.385
a. Predictors: (Constant), promosi, diferensasi
b. Dependent Variable: loyallitas
.351
2.195
.385
11.564
2
37
.000
2.058
b
ANOVA
Model
1
Sum of Squares
df
Mean Square
Regression
111.396
2
55.698
Residual
178.204
37
4.816
Total
289.600
39
F
Sig.
a
11.564
.000
a. Predictors: (Constant), promosi, diferensasi
b. Dependent Variable: loyallitas
Standardized
Coefficients
Unstandardized Coefficients
Model
1
B
Std. Error
Beta
(Constant)
9.198
5.387
diferensasi
-.232
.125
.681
.144
promosi
Collinearity Statistics
t
Sig.
Tolerance
1.708
.096
-.245
-1.859
.071
.960
1.042
.621
4.719
.000
.960
1.042
a. Dependent Variable: loyallitas
a
Coefficient Correlations
Model
1
promosi
Correlations
Covariances
diferensasi
promosi
1.000
-.201
diferensasi
-.201
1.000
.021
-.004
-.004
.016
promosi
diferensasi
a. Dependent Variable: loyallitas
a
Collinearity Diagnostics
Variance Proportions
Dimensi
Eigenvalue
Condition Index
Model
on
1
1
2.991
1.000
.00
.00
.00
2
.006
22.287
.03
.86
.31
3
.003
33.514
.97
.14
.69
(Constant)
diferensasi
a. Dependent Variable: loyallitas
a
Casewise Diagnostics
Case
Number
37
Std. Residual
loyallitas
4.589
a. Dependent Variable: loyallitas
33
Predicted Value
22.93
VIF
Residual
10.072
promosi
a
Residuals Statistics
Minimum
Predicted Value
Maximum
Mean
Std. Deviation
N
21.08
26.99
24.10
1.690
40
-1.789
1.708
.000
1.000
40
.357
.885
.585
.139
40
20.94
26.71
24.09
1.706
40
Residual
-3.609
10.072
.000
2.138
40
Std. Residual
-1.645
4.589
.000
.974
40
Stud. Residual
-1.728
4.869
.002
1.025
40
Deleted Residual
-3.987
11.337
.010
2.368
40
Stud. Deleted Residual
-1.778
8.013
.078
1.445
40
Mahal. Distance
.058
5.364
1.950
1.377
40
Cook's Distance
.000
.993
.037
.156
40
Centered Leverage Value
.001
.138
.050
.035
40
Std. Predicted Value
Standard Error of Predicted
Value
Adjusted Predicted Value
a. Dependent Variable: loyallitas
Frequencies
Notes
Output Created
28-Feb-2013 22:16:17
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data File
Missing Value Handling
Definition of Missing
40
User-defined missing values are treated as
missing.
Cases Used
Statistics are based on all cases with valid
data.
Syntax
FREQUENCIES VARIABLES=item1 item2
item3 item4 item5 item6 item7 item8 item9
item10 item11 item12 item13 item14 item15
item16 item17 item18 item19 item20 item21
/NTILES=4
/NTILES=10
/STATISTICS=STDDEV VARIANCE RANGE
MINIMUM MAXIMUM SEMEAN MEAN
MEDIAN MODE SUM SKEWNESS SESKEW
KURTOSIS SEKURT
/HISTOGRAM
/ORDER=ANALYSIS.
Resources
[DataSet0]
Processor Time
00:00:04.181
Elapsed Time
00:00:04.010
Histogram
Frequency Table
item1
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item2
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item3
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
19
47.5
47.5
75.0
5
10
25.0
25.0
100.0
Total
40
100.0
100.0
item4
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item5
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
8
20.0
20.0
20.0
4
29
72.5
72.5
92.5
5
3
7.5
7.5
100.0
40
100.0
100.0
Total
item6
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item7
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
26
65.0
65.0
87.5
5
5
12.5
12.5
100.0
40
100.0
100.0
Total
item8
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item9
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
20
50.0
50.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item10
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
24
60.0
60.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item11
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
29
72.5
72.5
82.5
5
7
17.5
17.5
100.0
40
100.0
100.0
Total
item12
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
27
67.5
67.5
90.0
5
4
10.0
10.0
100.0
40
100.0
100.0
Total
item13
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
29
72.5
72.5
95.0
5
2
5.0
5.0
100.0
40
100.0
100.0
Total
item14
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item15
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
5
12.5
12.5
12.5
4
29
72.5
72.5
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item16
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
11
27.5
27.5
30.0
4
19
47.5
47.5
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item17
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item18
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
20
50.0
50.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item19
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
8
20.0
20.0
20.0
4
29
72.5
72.5
92.5
5
3
7.5
7.5
100.0
40
100.0
100.0
Total
item20
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
24
60.0
60.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
LAMPIRAN 10. UJI F
Titik Persentase
Distribusi F (df = 41
– 80) Pr
df
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
0.25
0.10
0.05
0.025
0.01
0.005
0.001
0.50
0.68052
0.68038
0.68024
0.68011
0.67998
0.67986
0.67975
0.67964
0.67953
0.67943
0.67933
0.67924
0.67915
0.67906
0.67898
0.67890
0.67882
0.67874
0.67867
0.67860
0.67853
0.67847
0.67840
0.67834
0.67828
0.67823
0.67817
0.67811
0.67806
0.67801
0.67796
0.67791
0.67787
0.67782
0.67778
0.67773
0.67769
0.67765
0.67761
0.67757
0.20
1.30254
1.30204
1.30155
1.30109
1.30065
1.30023
1.29982
1.29944
1.29907
1.29871
1.29837
1.29805
1.29773
1.29743
1.29713
1.29685
1.29658
1.29632
1.29607
1.29582
1.29558
1.29536
1.29513
1.29492
1.29471
1.29451
1.29432
1.29413
1.29394
1.29376
1.29359
1.29342
1.29326
1.29310
1.29294
1.29279
1.29264
1.29250
1.29236
1.29222
0.10
1.68288
1.68195
1.68107
1.68023
1.67943
1.67866
1.67793
1.67722
1.67655
1.67591
1.67528
1.67469
1.67412
1.67356
1.67303
1.67252
1.67203
1.67155
1.67109
1.67065
1.67022
1.66980
1.66940
1.66901
1.66864
1.66827
1.66792
1.66757
1.66724
1.66691
1.66660
1.66629
1.66600
1.66571
1.66543
1.66515
1.66488
1.66462
1.66437
1.66412
0.050
2.01954
2.01808
2.01669
2.01537
2.01410
2.01290
2.01174
2.01063
2.00958
2.00856
2.00758
2.00665
2.00575
2.00488
2.00404
2.00324
2.00247
2.00172
2.00100
2.00030
1.99962
1.99897
1.99834
1.99773
1.99714
1.99656
1.99601
1.99547
1.99495
1.99444
1.99394
1.99346
1.99300
1.99254
1.99210
1.99167
1.99125
1.99085
1.99045
1.99006
0.02
2.42080
2.41847
2.41625
2.41413
2.41212
2.41019
2.40835
2.40658
2.40489
2.40327
2.40172
2.40022
2.39879
2.39741
2.39608
2.39480
2.39357
2.39238
2.39123
2.39012
2.38905
2.38801
2.38701
2.38604
2.38510
2.38419
2.38330
2.38245
2.38161
2.38081
2.38002
2.37926
2.37852
2.37780
2.37710
2.37642
2.37576
2.37511
2.37448
2.37387
0.010
2.70118
2.69807
2.69510
2.69228
2.68959
2.68701
2.68456
2.68220
2.67995
2.67779
2.67572
2.67373
2.67182
2.66998
2.66822
2.66651
2.66487
2.66329
2.66176
2.66028
2.65886
2.65748
2.65615
2.65485
2.65360
2.65239
2.65122
2.65008
2.64898
2.64790
2.64686
2.64585
2.64487
2.64391
2.64298
2.64208
2.64120
2.64034
2.63950
2.63869
0.002
3.30127
3.29595
3.29089
3.28607
3.28148
3.27710
3.27291
3.26891
3.26508
3.26141
3.25789
3.25451
3.25127
3.24815
3.24515
3.24226
3.23948
3.23680
3.23421
3.23171
3.22930
3.22696
3.22471
3.22253
3.22041
3.21837
3.21639
3.21446
3.21260
3.21079
3.20903
3.20733
3.20567
3.20406
3.20249
3.20096
3.19948
3.19804
3.19663
3.19526
LAMPIRAN 12. GAMBAR-GAMBAR SEPATU MACBETH
GAMBAR 1. MACBETH HENSLEY
GAMBAR 2. MACBETH PENDLETON
GAMBAR 3. MACBETH MANCHESTER
GAMBAR 4. MACBERT SCHUBERT
GAMBAR 5. MACBETH BRIGHTON
GAMBAR 6. MACBETH MCQUEEN
GAMBAR 7. MACBETH CAULFIELD
GAMBAR 8. MACBETH ELLIOT
Statistics
item1 item2 item3 item4 item5 item6 item7 item8 item9 item10 item11 item12 item13 item14 item15 item16 item17 item18 item19 item20
Valid
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
4.05
4.00
3.95
4.05
3.88
4.00
3.90
4.05
3.92
4.02
4.08
3.88
3.82
4.00
4.02
3.90
4.05
3.92
3.88
4.02
.080
.107
.124
.080
.082
.107
.093
.080
.121
.110
.083
.089
.079
.107
.084
.123
.080
.121
.082
.110
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
.504
.679
.783
.504
.516
.679
.591
.504
.764
.698
.526
.563
.501
.679
.530
.778
.504
.764
.516
.698
Variance
.254
.462
.613
.254
.266
.462
.349
.254
.584
.487
.276
.317
.251
.462
.281
.605
.254
.584
.266
.487
Skewness
.108 -.516 -.248
.108 -.203 -.516
.016
.108 -.233
-.511
.104
-.042
-.356
-.516
.032
-.165
.108
-.233
-.203
-.511
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.967 -.477 1.280
.770
.967
.008 1.280 -.345
.744
.856
.227
.567
.967
.887
-.515
1.280
-.345
.770
.744
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
Range
2
3
3
2
2
3
2
2
3
3
2
2
2
3
2
3
2
3
2
3
Minimum
3
2
2
3
3
2
3
3
2
2
3
3
3
2
3
2
3
2
3
2
Maximum
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Sum
162
160
158
162
155
160
156
162
157
161
163
155
153
160
161
156
162
157
155
161
Perce 10
3.10
3.00
3.00
3.10
3.00
3.00
3.00
3.10
3.00
3.00
3.10
3.00
3.00
3.00
3.00
3.00
3.10
3.00
3.00
3.00
N
Missin
g
Mean
Std. Error of
Mean
Median
Mode
Std.
Deviation
Std. Error of
Skewness
Kurtosis
Std. Error of
Kurtosis
1.280
.374
.374
ntiles
20
4.00
4.00
3.00
4.00
3.20
4.00
3.00
4.00
3.00
4.00
4.00
3.00
3.00
4.00
4.00
3.00
4.00
3.00
3.20
4.00
25
4.00
4.00
3.00
4.00
4.00
4.00
4.00
4.00
3.00
4.00
4.00
4.00
4.00
4.00
4.00
3.00
4.00
3.00
4.00
4.00
30
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
3.30
4.00
4.00
4.00
4.00
40
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
50
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
60
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
70
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
75
4.00
4.00
4.75
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
80
4.00
4.80
5.00
4.00
4.00
4.80
4.00
4.00
5.00
5.00
4.00
4.00
4.00
4.80
4.00
5.00
4.00
5.00
4.00
5.00
90
5.00
5.00
5.00
5.00
4.00
5.00
5.00
5.00
5.00
5.00
5.00
4.90
4.00
5.00
5.00
5.00
5.00
5.00
4.00
5.00
Analisis Pengaruh Diferensiasi dan Promosi Iklan Produk Sepatu Macbeth
Terhadap Loyalitas Konsumen di Universitas Lampung (Studi Pada
Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik)
Tujuan penelitian ini adalah untuk mengetahui dan mendeskripsikan pengaruh
diferensiasi dan promosi Iklan produk sepatu Macbeth terhadap loyalitas
konsumen. Tipe penelitian yang digunakan adalah penelitian yang bersifat
explanatory research. Populasi pada penelitian ini adalah mahasiswa Fakultas
Ilmu Sosisal dan Ilmu Politik Universitas Lampung yang menggunakan produk
sepatu Macbeth dengan sampel empat puluh orang responden. Teknik
pengumpulan data menggunakan kuesioner dengan skala Likert.
Hasil perhitungan hipotesis melalui uji t diperoleh t hitung untuk variabel
diferensiasi lebih kecil dari t tabel, sehingga Ho diterima dan Ha ditolak. Maka
mengindikasikan bahwa secara parsial variabel diferensiasi berpengaruh tidak
signifikan terhadap loyalitas konsumen. Hasil perhitungan hipotesis melalui uji t
diperoleh t hitung untuk variabel promosi iklan dimana t hitung lebih besar dari t
tabel, sehingga Ho ditolak dan Ha diterima. Maka mengindikasikan bahwa secara
parsial variabel promosi iklan berpengaruh terhadap loyalitas konsumen.
Untuk dapat mempertahankan konsumen produk sepatu Macbeth harus
memperbaiki dan meningkatkan inovasi produk, khususnya untuk produk sepatu,
agar dapat memberikan diferensiasi terhadap produknya dalam hal keunikan dan
inovatif dalam mengkombinasi logo, desain, dan model dalam produknya.
Sehingga dapat mendongkrak popularitas Macbeth dan menciptakan asosiasi
produk yang memberikan kesan kebanggaan pada benak konsumen ketika
menggunakan produk tersebut.
Kata kunci : Diferensiasi, Promosi Iklan.
PERSEMBAHAN
Terucap syukur dalam iringan do’a dengan
rasa syukur yang sederhana kupersembahkan
sebuah karya kecilku untuk kedua orang
tuaku tercinta (ayah dan ibu) yang telah
membesarkanku dengan semangat penuuh
kasih sayang hingga aku menjadi dewasa
serta perjuangan mereka yang begitu panjang
agar aku menjadi pribadi yang dapat mereka
banggakan.
Adikku tersayang (Yulia Nurhidayah) yang
telah menemaniku dalam langkahku menjadi
seorang sarjana.
Kekasih Tercinta dan Tersayang Azrina
Septiani, kamu motivasi terbesar aku, aku
beruntung mendapatkan kamu.
Sahabat, saudara serta keluarga besar
Administarasi Bisinis dan keluarga besar
Universitas
Lampung
yang
selalu
memberikan motifasi.
Almamater
LAMPUG
tercinta,
UNIVERSITAS
DAFTAR ISI
Halaman
DAFTAR ISI ...........................................................................................................
DAFTAR TABEL ..................................................................................................
DAFTAR GAMBAR .............................................................................................
I. PENDAHULUAN
A. Latar Belakang .............................................................................................
1
B. Rumusan Masalah ........................................................................................
9
C. Tujuan Penelitian .........................................................................................
9
D. Manfaat Penelitian .......................................................................................
10
II. TINJAUAN PUSTAKA
A. Konsep Pemasaran ..................................................................................
11
1. Pengertian Manajemen Pemasaran ......................................................
11
2. Pengertian Bauran Pemasaran ............................................................
12
B. Diferensiasi .............................................................................................
14
1. Pengertian Diferensiasi .......................................................................
14
2. Strategi-strategi Diferensiasi ..............................................................
15
C. Promosi ....................................................................................................
16
1. Pengertian Promosi ............................................................................
16
2. Tujuan Promosi ..................................................................................
16
3. Bauran Promosi ..................................................................................
17
4. Manfaat Promosi .................................................................................
18
5. Kegiatan Promosi .................................................................................
18
D. Periklanan .................................................................................................
19
1. Pengertian Periklanan ...........................................................................
19
2. Fungsi Iklan ..........................................................................................
20
3. Tujuan Iklan ..........................................................................................
20
E. Loyalitas Konsumen ..................................................................................
21
1. Pengertian Loyalitas Konsumen ...........................................................
21
2. Karakteristik Pelanggan yang Loyal .....................................................
22
3. Tahapan Loyalitas Pelanggan ................................................................
24
F. Pengaruh Diferensiasi Terhadap Loyalitas Pelanggan ..............................
42
G. Pengaruh Promosi Periklanan Terhadap Loyalitas Konsumen ..................
44
H. Kerangka Penelitian ...................................................................................
45
I. Hipotesis .....................................................................................................
47
III. METODE PENELITIAN
A. Tipe Penelitian .............................................................................................
49
B. Definisi Konseptual .....................................................................................
49
C. Definisi Operasional .................................................................................
50
D. Populasi dan Sampel ................................................................................
51
E. Skala Pengukuran .....................................................................................
52
F. Teknik Pengumpulan Data ........................................................................
54
G. Teknik Pengujian Instrumen ....................................................................
54
1. Pengujian Validitas ..............................................................................
54
2. Pengujian Reliabilitas ..........................................................................
57
H. Teknik Analisis Data ................................................................................
58
1. Teknik Analisis Statistik Deskriptif ......................................................
59
2. Analisis Regresi Linier Berganda ..........................................................
60
3. Uji F ......................................................................................................
61
4. Uji T .......................................................................................................
62
IV. HASIL DAN PEMBAHASAN
A. Gambaran Umum Perusahaan ………………………………………….
63
1. Sejarah Berdirinya Perusahaan Macbeth ……………………………
63
2. Profil Perusahaan ……………………………………………………
64
B. Hasil Penelitian …………………………………………………………
65
1. Karakteristik Responden …………………………………………….
64
2. Gambaran Deskripsi Jawaban Responden ……………………………
69
a. Variabel Diferensiasi ……………………………………………..
69
b. Variabel Promosi iklan …………………………………………..
70
c. Variabel Loyalitas …………………………………………………
72
3. Hasil Aalisis Uji Asumsi Klasik/Inferensial …………………………..
73
a. Uji Normalitas ……………………………………………………..
73
b. Uji Multikolinieritas ……………………………………………….
74
c. Uji Heteroskedastisitas …………………………………………….
75
4. Analisis Regresi Linier Berganda ……………………………………...
76
5. Uji Hipotesis …………………………………………………………...
76
a. Uji F ………………………………………………………………..
78
b. Uji T ………………………………………………………………..
78
C. Pembahasan ………………………………………………………………... 79
V. KESIMPULAN DAN SARAN
A. Kesimpulan ………………………………………………………………
84
B. Saran ……………………………………………………………………..
85
DAFTAR PUSTAKA
LAMPIRAN
LAMPIRAN 1. KUESIONER
KUESIONER
ANALISIS PENGARUH DIFERENSIASI DAN PROMOSI PRODUK
SEPATU MACBETH TERHADAP LOYALITAS KONSUMEN DI
UNIVERSITAS LAMPUNG
a. Petunjuk Pengisian
Responden yang terhormat,
Pertanyaan yang ada di kuesioner ini bertujuan untuk melengkapi data penelitian
dalam rangka penyusunan skripsi sebagai prasyarat meraih gelar Sarjana
Administrasi Bisnis.
Oleh karena itu kepada responden, saya sebagai penulis mengharapkan:
1. Saudara dapat menjawab setiap pertanyaan dan pernyataan dengan sejujurjujurnya dan perlu diketahui bahwa jawaban dari kuisioner ini tidak
berhubungan dengan benar atau salah.
2. Pilihlah jawaban dengan memberikan tanda check (√) pada salah satu
jawaban yang paling sesuai menurut saudara. Penilaian dapat dilakukan
sebagai berikut:
Sangat Setuju
(SS)
Setuju
(S)
Ragu-ragu
(RG)
Tidak Setuju
(TS)
Sangat Tidak Setuju
(STS)
5
4
3
2
1
b. Identitas Responden
1. Nama
:.........................................................(Boleh tidak diisi)
2. Jenis Kelamin
: ( ). Laki-Laki
( ). Perempuan
3. Usia
: ( ) 19-28 tahun
( ) 19-28 tahun
4. Jurusan
: ( ) Ilmu Komunikasi
: ( ) Ilmu Administrasi Bisnis
: ( ) Ilmu Pemerintahan
: ( ) Ilmu Administarsi Negara
: ( ) Ilmu Sosiologi
: ( ) Diploma Humas
: ( ) Diploma APS/Sekertari
: ( ) Diploma Perpustakaan
5. Sudah Beli Sepatu Macbeth Berapa Kali :
( ) 1 kali
( ) 3 kali
( ) 2 kali
( ) lebih dari 3 kali
6. Sejak Tahun Berapa Mengenal Sepatu Macbeth :
( ) 2007
( ) 2008
( ) 2009
( ) ≥ 2010
1. Diferensiasi
No
Pertanyaan
STS
TS
R
S
SS
STS
TS
R
S
SS
Produk
1.
2.
3.
4.
5.
6.
7.
Produk sepatu Macbeth cukup
bersaing dengan produk sepatu lain.
Produk sepatu Macbeth mempunyai
desain yang bervariasi yang
membedakan dari produk lain.
Produk sepatu Macbeth memiliki gaya
yang unik sesuai dengan trend masa
kini.
Kualitas Pelayanan
Saya senang menerima hadiah gratis
berupa sticker setelah membeli produk
sepatu Macbeth.
Saya senang membeli produk sepatu
Macbeth yang kini terdapat program
pre order serta program delivery.
Citra
Saya merasa bangga menggunakan
produk sepatu Macbeth.
Saya percaya diri menggunakan
produk sepatu Macbeth.
2. Promosi Periklanan
No
Pertanyaan
Daya Tarik
1.
2.
3.
4.
5.
Iklan yang ditampilkan produk sepatu
Macbeth menarik.
Iklan yang ditampilkan produk sepatu
Macbeth memberikan kesan positif
yang menarik.
Saya tertarik menunggu iklan-iklan
terbaru produk sepatu Macbeth.
Perhatian dan Minat
Iklan produk sepatu Macbeth yang
diulang-ulang menarik perhatian saya.
Iklan produk sepatu Macbeth
membuat saya semakin berminat
terhadap produk yang dipasarkan.
Keyakinan Terhadap Produk
6.
Saya yakin dalam memilih produkproduk sepatu Macbeth.
7.
Saya yakin dengan menggunakan
produk sepatu Macbeth membuat saya
lebih percaya diri.
3. Loyalitas
No
Pertanyaan
Melakukan Pembelian Ulang
1.
2.
3.
4.
5.
6.
Saya tertarik melakukan pembelian
ulang terhadap produk sepatu
Macbeth.
Saya tertarik membeli kembali produk
terbaru yang dipasarkan produk sepatu
Macbeth dengan selalu membeli
produk baru Macbeth.
Membeli diluar Lini Produk
Saya membeli produk Macbeth di luar
sepatu Macbeth (mis : kaos Macbeth,
topi Macbeth, dll).
Saya merasa puas dengan produk yang
dikeluarkan oleh Macbeth selain
produk sepatunya (mis: tas Macbeth,
aksesoris Macbeth, dll).
Merekomendasikan Produk Kepada
Orang Lain
Saya bangga merekomendasikan
produk sepatu Macbeth kepada orang
lain.
Saya bangga menceritakan hal-hal
positif tentang produk sepatu Macbeth
kepada orang lain.
STS
TS
R
S
SS
LAMPIRAN 2. NONPARAMETRIC CORRELATIONS VALIDITAS (X1)
Correlations
item1
Pearson Correlation
item2
1
Sum of Squares and
Cross-products
Covariance
N
item2
item3
item6
item7
total
.222
.075
-.069
.464**
.646
.968
.000
.169
.646
.672
.003
9.900
1.000
.100
9.900
2.250
1.000
-.800
23.350
.254
.026
.003
.254
.058
.026
-.021
.599
40
40
40
40
40
40
40
40
**
*
.320
.752**
.075
Sig. (2-tailed)
.646
1
1.000
.193
.075
.293
1.000
.233
.646
.067
.000
.044
.000
1.000
18.000
4.000
1.000
4.000
18.000
5.000
51.000
Covariance
N
.026
40
.462
40
.103
40
.026
40
.103
40
.462
40
.128
40
1.308
40
Pearson Correlation
.007
.193
1
.007
.302
.193
.322*
.545**
Sig. (2-tailed)
.968
.233
.968
.059
.233
.043
.000
Sum of Squares and
Cross-products
.100
4.000
23.900
.100
4.750
4.000
5.800
42.650
Covariance
.003
.103
.613
.003
.122
.103
.149
1.094
40
1.000**
40
.075
40
.007
40
1
40
.222
40
.075
40
-.069
40
.464**
.000
.646
.968
.169
.646
.672
.003
9.900
1.000
.100
9.900
2.250
1.000
-.800
23.350
.254
.026
.003
.254
.058
.026
-.021
.599
40
40
40
40
40
40
40
40
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
item4
item5
**
.007
Pearson Correlation
Sum of Squares and
Cross-products
item4
.075
Sig. (2-tailed)
item1
item3
Covariance
N
item5
.067
.016
.000
10.375
4.000
4.500
32.125
.058
.266
.103
.115
.824
40
40
40
40
40
1
*
.320
.752**
.044
.000
18.000
5.000
51.000
.103
40
.462
40
.128
40
1.308
40
-.069
.379*
.320*
1
.548**
.043
.672
.016
.044
5.000
5.800
-.800
4.500
5.000
13.600
32.300
-.021
40
.128
40
.149
40
-.021
40
.115
40
.128
40
.349
40
.828
40
.464**
.752**
.545**
.464**
.624**
.752**
.548**
1
.003
.000
.000
.003
.000
.000
.000
23.350
51.000
42.650
23.350
32.125
51.000
32.300
255.775
.599
1.308
1.094
.599
.824
1.308
.828
6.558
40
40
40
40
40
40
40
.302
.222
Sig. (2-tailed)
.169
.067
.059
.169
2.250
4.000
4.750
2.250
.058
.103
.122
40
40
40
Pearson Correlation
.075
**
.193
.075
.293
Sig. (2-tailed)
Sum of Squares and
Cross-products
.646
.000
.233
.646
.067
1.000
18.000
4.000
1.000
4.000
.026
40
.462
40
.103
40
.026
40
-.069
.320*
.322*
.672
.044
Sum of Squares and
Cross-products
-.800
Covariance
N
Pearson Correlation
Sum of Squares and
Cross-products
Covariance
Pearson Correlation
Sig. (2-tailed)
Sig. (2-tailed)
total
.624**
.293
Covariance
N
item7
.379*
.222
N
item6
.293
Pearson Correlation
Sum of Squares and
Cross-products
Covariance
N
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
1.000
1
.000
LAMPIRAN 3. NONPARAMETRIC CORRELATIONS VALIDITAS (X2)
Correlations
item8
Pearson Correlation
item9
1
item15
-.068
.239
.075
.610**
.678
.138
.646
.000
.000
9.900
.150
.950
9.850
-.750
2.350
1.000
9.950
33.400
.254
.004
.024
.253
-.019
.060
.026
.255
.856
40
40
40
40
40
40
40
40
40
Pearson Correlation
.010
1
.196
.014
.275
.233
.198
.005
.475**
Sig. (2-tailed)
.951
.225
.930
.085
.148
.222
.977
.002
Sum of Squares and
Cross-products
.150
22.775
4.075
.225
4.625
3.475
4.000
.075
39.400
Covariance
N
.004
40
.584
40
.104
40
.006
40
.119
40
.089
40
.103
40
.002
40
1.010
40
Pearson Correlation
.069
.196
1
.135
.334*
.233
.974**
-.002
.689**
Sig. (2-tailed)
.671
.225
.408
.035
.148
.000
.992
.000
Sum of Squares and
Cross-products
.950
4.075
18.975
1.925
5.125
3.175
18.000
-.025
52.200
Covariance
.024
.104
.487
.049
.131
.081
.462
.000
1.338
40
.954**
40
.014
40
.135
40
1
40
-.054
40
.149
40
.072
40
.821**
40
.589**
.000
.930
.408
.740
.360
.660
.000
.000
9.850
.225
1.925
10.775
-.625
1.525
1.000
8.925
33.600
.253
.006
.049
.276
-.016
.039
.026
.229
.862
40
40
40
40
40
40
40
40
40
-.068
.275
*
.334
-.054
.284
*
.335
-.075
.458**
.678
.085
.035
.740
.076
.035
.645
.003
Sum of Squares and
Cross-products
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
.954
total
**
.000
Sig. (2-tailed)
item12
item14
.671
N
Pearson Correlation
item11
item13
.951
N
item10
item12
**
.069
Covariance
item9
item11
.010
Sig. (2-tailed)
item8
item10
1
.955
item13
Sum of Squares and
Cross-products
-.750
4.625
5.125
-.625
12.375
3.125
5.000
-.875
28.000
Covariance
-.019
.119
.131
-.016
.317
.080
.128
-.022
.718
N
Pearson Correlation
40
.239
40
.233
40
.233
40
.149
40
.284
40
1
40
.302
40
.307
40
.563**
Sig. (2-tailed)
.138
.148
.148
.360
.076
.059
.054
.000
2.350
3.475
3.175
1.525
3.125
9.775
4.000
3.175
30.600
.060
.089
.081
.039
.080
.251
.103
.081
.785
40
40
40
40
40
40
40
40
40
**
*
Sum of Squares and
Cross-products
Covariance
N
item14
Pearson Correlation
Sig. (2-tailed)
.075
.646
.198
.222
.974
.000
.072
.660
.335
.035
.302
.059
1
.071
.663
.705**
.000
Sum of Squares and
Cross-products
1.000
4.000
18.000
1.000
5.000
4.000
18.000
1.000
52.000
.026
.103
.462
.026
.128
.103
.462
.026
1.333
40
40
40
40
40
40
40
40
40
**
Covariance
N
Pearson Correlation
Sig. (2-tailed)
item15
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
.955
.000
.005
.977
-.002
.992
.821
.000
-.075
.645
.307
.054
.071
.663
1
.576**
.000
9.950
.075
-.025
8.925
-.875
3.175
1.000
10.975
33.200
.255
.002
.000
.229
-.022
.081
.026
.281
.851
40
40
40
40
40
40
40
40
40
**
**
**
**
**
**
**
**
1
.610
.475
.689
.589
.458
.563
.705
.576
.000
.002
.000
.000
.003
.000
.000
.000
33.400
39.400
52.200
33.600
28.000
30.600
52.000
33.200
302.400
.856
1.010
1.338
.862
.718
.785
1.333
.851
7.754
N
40
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
40
40
40
40
40
40
40
total
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
**
LAMPIRAN 4. NONPARAMETRIC CORRELATIONS VALIDITAS (Y)
Correlations (validitas y)
item16
item17
item18
item19
item20
item21
total
.160
.146
.013
.740**
.936
.000
.325
.367
.936
.000
23.600
.200
22.700
2.500
3.100
.200
52.300
Covariance
.605
.005
.582
.064
.079
.005
1.341
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
Pearson Correlation
Sig. (2-tailed)
Sum of Squares and
Cross-products
Covariance
N
40
.013
.936
40
1
40
.010
.951
40
.222
.169
40
.069
.671
40
1.000**
.000
40
.510**
.001
.200
9.900
.150
2.250
.950
9.900
23.350
.005
40
.979**
.000
.254
40
.010
.951
.004
40
1
.058
40
.236
.143
.024
40
.196
.225
.254
40
.010
.951
.599
40
.770**
.000
22.700
.150
22.775
3.625
4.075
.150
53.475
.582
40
.160
.325
.004
40
.222
.169
.584
40
.236
.143
.093
40
1
.104
40
.365*
.020
.004
40
.222
.169
1.371
40
.557**
.000
2.500
2.250
3.625
10.375
5.125
2.250
26.125
.064
40
.058
40
.093
40
.266
40
.131
40
.058
40
.670
40
1
Sig. (2-tailed)
item17
item19
**
Pearson Correlation
item16
item18
Sum of Squares and
Cross-products
.013
.979
Pearson Correlation
.146
.069
Sig. (2-tailed)
.367
.671
Sum of Squares and
item20
3.100
.950
Cross-products
Covariance
.079
.024
N
40
40
Pearson Correlation
.013 1.000**
Sig. (2-tailed)
.936
.000
Sum of Squares and
item21
.200
9.900
Cross-products
Covariance
.005
.254
N
40
40
**
Pearson Correlation
.740
.510**
Sig. (2-tailed)
.000
.001
Sum of Squares and
total
52.300 23.350
Cross-products
Covariance
1.341
.599
N
40
40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
.196
.225
.365*
.020
1
.069
.671
.523**
.001
4.075
5.125
18.975
.950
33.175
.104
40
.010
.951
.131
40
.222
.169
.487
40
.069
.671
.024
40
1
.851
40
.510**
.001
.150
2.250
.950
9.900
23.350
.004
40
.770**
.000
.058
40
.557**
.000
.024
40
.523**
.001
.254
40
.510**
.001
.599
40
1
53.475
26.125
33.175
23.350
211.775
1.371
40
.670
40
.851
40
.599
40
5.430
40
LAMPIRAN 5. RELIABILITAS (X1)
Notes
Output Created
28-Feb-2013 22:46:13
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item1 item2 item3 item4
item5 item6 item7
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.000
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
%
Reliability Statistics
Cases
Valid
a
Excluded
40
100.0
0
.0
40
100.0
Cronbach's Alpha
.694
Total
a. Listwise deletion based on all variables in the
procedure.
N of Items
7
LAMPIRAN 6. RELIABILITAS (X2)
Notes
Output Created
28-Feb-2013 22:49:26
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item8 item9 item10
item11 item12 item13 item14 item15
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.000
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
Cases
Valid
a
Excluded
Total
%
40
100.0
0
.0
40
100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha
.714
N of Items
8
LAMPIRAN 6. RELIABILITAS (Y)
Notes
Output Created
28-Feb-2013 22:52:02
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data
40
File
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with
valid data for all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=item16 item17 item18
item19 item20 item21
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources
Processor Time
00:00:00.031
Elapsed Time
00:00:00.003
[DataSet0]
Scale: ALL VARIABLES
Case Processing Summary
N
Cases
Valid
a
Excluded
Total
%
40
100.0
0
.0
40
100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha
.659
N of Items
6
LAMPIRAN 8. REGRESSION
Notes
Output Created
28-Feb-2013 22:27:48
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data File
Missing Value Handling
Definition of Missing
40
User-defined missing values are treated as
missing.
Cases Used
Statistics are based on cases with no
missing values for any variable used.
Syntax
REGRESSION
/DESCRIPTIVES MEAN STDDEV CORR
SIG N
/MISSING LISTWISE
/STATISTICS COEFF OUTS CI BCOV R
ANOVA COLLIN TOL CHANGE ZPP
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT loyallitas
/METHOD=ENTER diferensasi promosi
/SCATTERPLOT=(*SRESID ,*ZPRED)
/RESIDUALS DURBIN HIST(ZRESID)
NORM(ZRESID)
/CASEWISE PLOT(ZRESID)
OUTLIERS(3).
Resources
Processor Time
00:00:00.686
Elapsed Time
00:00:00.601
Memory Required
Additional Memory Required for
Residual Plots
1636 bytes
904 bytes
[DataSet0]
Descriptive Statistics
Mean
Std. Deviation
N
loyallitas
24.10
2.725
40
diferensasi
30.42
2.881
40
promosi
32.22
2.486
40
Correlations
loyallitas
Pearson Correlation
Sig. (1-tailed)
N
diferensasi
promosi
loyallitas
1.000
-.120
.572
diferensasi
-.120
1.000
.201
promosi
.572
.201
1.000
loyallitas
.
.231
.000
diferensasi
.231
.
.107
promosi
.000
.107
.
loyallitas
40
40
40
diferensasi
40
40
40
promosi
40
40
40
b
Variables Entered/Removed
Variables
Model
Variables Entered
1
promosi,
a
diferensasi
a. All requested variables entered.
b. Dependent Variable: loyallitas
Removed
Method
. Enter
b
Model Summary
Change Statistics
Std. Error of the
Model
R
R Square
Adjusted R Square
Estimate
R Square Change
F Change
df1
df2
Sig. F Change
Durbin-Watson
1
a
.620
.385
a. Predictors: (Constant), promosi, diferensasi
b. Dependent Variable: loyallitas
.351
2.195
.385
11.564
2
37
.000
2.058
b
ANOVA
Model
1
Sum of Squares
df
Mean Square
Regression
111.396
2
55.698
Residual
178.204
37
4.816
Total
289.600
39
F
Sig.
a
11.564
.000
a. Predictors: (Constant), promosi, diferensasi
b. Dependent Variable: loyallitas
Standardized
Coefficients
Unstandardized Coefficients
Model
1
B
Std. Error
Beta
(Constant)
9.198
5.387
diferensasi
-.232
.125
.681
.144
promosi
Collinearity Statistics
t
Sig.
Tolerance
1.708
.096
-.245
-1.859
.071
.960
1.042
.621
4.719
.000
.960
1.042
a. Dependent Variable: loyallitas
a
Coefficient Correlations
Model
1
promosi
Correlations
Covariances
diferensasi
promosi
1.000
-.201
diferensasi
-.201
1.000
.021
-.004
-.004
.016
promosi
diferensasi
a. Dependent Variable: loyallitas
a
Collinearity Diagnostics
Variance Proportions
Dimensi
Eigenvalue
Condition Index
Model
on
1
1
2.991
1.000
.00
.00
.00
2
.006
22.287
.03
.86
.31
3
.003
33.514
.97
.14
.69
(Constant)
diferensasi
a. Dependent Variable: loyallitas
a
Casewise Diagnostics
Case
Number
37
Std. Residual
loyallitas
4.589
a. Dependent Variable: loyallitas
33
Predicted Value
22.93
VIF
Residual
10.072
promosi
a
Residuals Statistics
Minimum
Predicted Value
Maximum
Mean
Std. Deviation
N
21.08
26.99
24.10
1.690
40
-1.789
1.708
.000
1.000
40
.357
.885
.585
.139
40
20.94
26.71
24.09
1.706
40
Residual
-3.609
10.072
.000
2.138
40
Std. Residual
-1.645
4.589
.000
.974
40
Stud. Residual
-1.728
4.869
.002
1.025
40
Deleted Residual
-3.987
11.337
.010
2.368
40
Stud. Deleted Residual
-1.778
8.013
.078
1.445
40
Mahal. Distance
.058
5.364
1.950
1.377
40
Cook's Distance
.000
.993
.037
.156
40
Centered Leverage Value
.001
.138
.050
.035
40
Std. Predicted Value
Standard Error of Predicted
Value
Adjusted Predicted Value
a. Dependent Variable: loyallitas
Frequencies
Notes
Output Created
28-Feb-2013 22:16:17
Comments
Input
Active Dataset
DataSet0
Filter
Weight
Split File
N of Rows in Working Data File
Missing Value Handling
Definition of Missing
40
User-defined missing values are treated as
missing.
Cases Used
Statistics are based on all cases with valid
data.
Syntax
FREQUENCIES VARIABLES=item1 item2
item3 item4 item5 item6 item7 item8 item9
item10 item11 item12 item13 item14 item15
item16 item17 item18 item19 item20 item21
/NTILES=4
/NTILES=10
/STATISTICS=STDDEV VARIANCE RANGE
MINIMUM MAXIMUM SEMEAN MEAN
MEDIAN MODE SUM SKEWNESS SESKEW
KURTOSIS SEKURT
/HISTOGRAM
/ORDER=ANALYSIS.
Resources
[DataSet0]
Processor Time
00:00:04.181
Elapsed Time
00:00:04.010
Histogram
Frequency Table
item1
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item2
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item3
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
19
47.5
47.5
75.0
5
10
25.0
25.0
100.0
Total
40
100.0
100.0
item4
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item5
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
8
20.0
20.0
20.0
4
29
72.5
72.5
92.5
5
3
7.5
7.5
100.0
40
100.0
100.0
Total
item6
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item7
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
26
65.0
65.0
87.5
5
5
12.5
12.5
100.0
40
100.0
100.0
Total
item8
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item9
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
20
50.0
50.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item10
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
24
60.0
60.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item11
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
29
72.5
72.5
82.5
5
7
17.5
17.5
100.0
40
100.0
100.0
Total
item12
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
27
67.5
67.5
90.0
5
4
10.0
10.0
100.0
40
100.0
100.0
Total
item13
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
9
22.5
22.5
22.5
4
29
72.5
72.5
95.0
5
2
5.0
5.0
100.0
40
100.0
100.0
Total
item14
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
25
62.5
62.5
80.0
5
8
20.0
20.0
100.0
40
100.0
100.0
Total
item15
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
5
12.5
12.5
12.5
4
29
72.5
72.5
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item16
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
11
27.5
27.5
30.0
4
19
47.5
47.5
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item17
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
4
10.0
10.0
10.0
4
30
75.0
75.0
85.0
5
6
15.0
15.0
100.0
40
100.0
100.0
Total
item18
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
10
25.0
25.0
27.5
4
20
50.0
50.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
item19
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
3
8
20.0
20.0
20.0
4
29
72.5
72.5
92.5
5
3
7.5
7.5
100.0
40
100.0
100.0
Total
item20
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
2
1
2.5
2.5
2.5
3
6
15.0
15.0
17.5
4
24
60.0
60.0
77.5
5
9
22.5
22.5
100.0
40
100.0
100.0
Total
LAMPIRAN 10. UJI F
Titik Persentase
Distribusi F (df = 41
– 80) Pr
df
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
0.25
0.10
0.05
0.025
0.01
0.005
0.001
0.50
0.68052
0.68038
0.68024
0.68011
0.67998
0.67986
0.67975
0.67964
0.67953
0.67943
0.67933
0.67924
0.67915
0.67906
0.67898
0.67890
0.67882
0.67874
0.67867
0.67860
0.67853
0.67847
0.67840
0.67834
0.67828
0.67823
0.67817
0.67811
0.67806
0.67801
0.67796
0.67791
0.67787
0.67782
0.67778
0.67773
0.67769
0.67765
0.67761
0.67757
0.20
1.30254
1.30204
1.30155
1.30109
1.30065
1.30023
1.29982
1.29944
1.29907
1.29871
1.29837
1.29805
1.29773
1.29743
1.29713
1.29685
1.29658
1.29632
1.29607
1.29582
1.29558
1.29536
1.29513
1.29492
1.29471
1.29451
1.29432
1.29413
1.29394
1.29376
1.29359
1.29342
1.29326
1.29310
1.29294
1.29279
1.29264
1.29250
1.29236
1.29222
0.10
1.68288
1.68195
1.68107
1.68023
1.67943
1.67866
1.67793
1.67722
1.67655
1.67591
1.67528
1.67469
1.67412
1.67356
1.67303
1.67252
1.67203
1.67155
1.67109
1.67065
1.67022
1.66980
1.66940
1.66901
1.66864
1.66827
1.66792
1.66757
1.66724
1.66691
1.66660
1.66629
1.66600
1.66571
1.66543
1.66515
1.66488
1.66462
1.66437
1.66412
0.050
2.01954
2.01808
2.01669
2.01537
2.01410
2.01290
2.01174
2.01063
2.00958
2.00856
2.00758
2.00665
2.00575
2.00488
2.00404
2.00324
2.00247
2.00172
2.00100
2.00030
1.99962
1.99897
1.99834
1.99773
1.99714
1.99656
1.99601
1.99547
1.99495
1.99444
1.99394
1.99346
1.99300
1.99254
1.99210
1.99167
1.99125
1.99085
1.99045
1.99006
0.02
2.42080
2.41847
2.41625
2.41413
2.41212
2.41019
2.40835
2.40658
2.40489
2.40327
2.40172
2.40022
2.39879
2.39741
2.39608
2.39480
2.39357
2.39238
2.39123
2.39012
2.38905
2.38801
2.38701
2.38604
2.38510
2.38419
2.38330
2.38245
2.38161
2.38081
2.38002
2.37926
2.37852
2.37780
2.37710
2.37642
2.37576
2.37511
2.37448
2.37387
0.010
2.70118
2.69807
2.69510
2.69228
2.68959
2.68701
2.68456
2.68220
2.67995
2.67779
2.67572
2.67373
2.67182
2.66998
2.66822
2.66651
2.66487
2.66329
2.66176
2.66028
2.65886
2.65748
2.65615
2.65485
2.65360
2.65239
2.65122
2.65008
2.64898
2.64790
2.64686
2.64585
2.64487
2.64391
2.64298
2.64208
2.64120
2.64034
2.63950
2.63869
0.002
3.30127
3.29595
3.29089
3.28607
3.28148
3.27710
3.27291
3.26891
3.26508
3.26141
3.25789
3.25451
3.25127
3.24815
3.24515
3.24226
3.23948
3.23680
3.23421
3.23171
3.22930
3.22696
3.22471
3.22253
3.22041
3.21837
3.21639
3.21446
3.21260
3.21079
3.20903
3.20733
3.20567
3.20406
3.20249
3.20096
3.19948
3.19804
3.19663
3.19526
LAMPIRAN 12. GAMBAR-GAMBAR SEPATU MACBETH
GAMBAR 1. MACBETH HENSLEY
GAMBAR 2. MACBETH PENDLETON
GAMBAR 3. MACBETH MANCHESTER
GAMBAR 4. MACBERT SCHUBERT
GAMBAR 5. MACBETH BRIGHTON
GAMBAR 6. MACBETH MCQUEEN
GAMBAR 7. MACBETH CAULFIELD
GAMBAR 8. MACBETH ELLIOT
Statistics
item1 item2 item3 item4 item5 item6 item7 item8 item9 item10 item11 item12 item13 item14 item15 item16 item17 item18 item19 item20
Valid
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
40
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
4.05
4.00
3.95
4.05
3.88
4.00
3.90
4.05
3.92
4.02
4.08
3.88
3.82
4.00
4.02
3.90
4.05
3.92
3.88
4.02
.080
.107
.124
.080
.082
.107
.093
.080
.121
.110
.083
.089
.079
.107
.084
.123
.080
.121
.082
.110
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
.504
.679
.783
.504
.516
.679
.591
.504
.764
.698
.526
.563
.501
.679
.530
.778
.504
.764
.516
.698
Variance
.254
.462
.613
.254
.266
.462
.349
.254
.584
.487
.276
.317
.251
.462
.281
.605
.254
.584
.266
.487
Skewness
.108 -.516 -.248
.108 -.203 -.516
.016
.108 -.233
-.511
.104
-.042
-.356
-.516
.032
-.165
.108
-.233
-.203
-.511
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.374
.967 -.477 1.280
.770
.967
.008 1.280 -.345
.744
.856
.227
.567
.967
.887
-.515
1.280
-.345
.770
.744
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
.733
Range
2
3
3
2
2
3
2
2
3
3
2
2
2
3
2
3
2
3
2
3
Minimum
3
2
2
3
3
2
3
3
2
2
3
3
3
2
3
2
3
2
3
2
Maximum
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Sum
162
160
158
162
155
160
156
162
157
161
163
155
153
160
161
156
162
157
155
161
Perce 10
3.10
3.00
3.00
3.10
3.00
3.00
3.00
3.10
3.00
3.00
3.10
3.00
3.00
3.00
3.00
3.00
3.10
3.00
3.00
3.00
N
Missin
g
Mean
Std. Error of
Mean
Median
Mode
Std.
Deviation
Std. Error of
Skewness
Kurtosis
Std. Error of
Kurtosis
1.280
.374
.374
ntiles
20
4.00
4.00
3.00
4.00
3.20
4.00
3.00
4.00
3.00
4.00
4.00
3.00
3.00
4.00
4.00
3.00
4.00
3.00
3.20
4.00
25
4.00
4.00
3.00
4.00
4.00
4.00
4.00
4.00
3.00
4.00
4.00
4.00
4.00
4.00
4.00
3.00
4.00
3.00
4.00
4.00
30
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
3.30
4.00
4.00
4.00
4.00
40
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
50
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
60
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
70
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
75
4.00
4.00
4.75
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
80
4.00
4.80
5.00
4.00
4.00
4.80
4.00
4.00
5.00
5.00
4.00
4.00
4.00
4.80
4.00
5.00
4.00
5.00
4.00
5.00
90
5.00
5.00
5.00
5.00
4.00
5.00
5.00
5.00
5.00
5.00
5.00
4.90
4.00
5.00
5.00
5.00
5.00
5.00
4.00
5.00