Theoretical Hypotheses RESEARCH METODOLOGY

57 table coefficient, this figure may indicate the influence of variables independent of the dependent variable.

H. Theoretical Hypotheses

1. T test Partial Test T statistical test indicates how far the influence of the independent explanatory variables individually or in explaining variations in the dependent variable and is used to determine whether or not the effect of each independent variable on the dependent variable individually tested at the 0.05 level Ghozali, 2005: 84-85. According Duwi Priyatno 2010: 69, the basic decision-making is as follows: a H o : β = 0 If the probability value is greater than 0.05, then H0 is accepted or Ha is rejected, this means stating that the independent variable or free individual has no effect on the dependent variable or bound. b Ha : β ≠ 0 If the probability value less than 0.05, then H0 is rejected or Ha is accepted, this means stating that the independent variable or free individual influence on the dependent variable or bound. 2. F test Simultaneously Test F statistical test shows whether all the independent variables or free inclusion in the model have jointly influence on the dependent variable or bound. F statistical test used to determine the effect of all independent 58 variables included in the regression model together on the dependent variable is tested at a significant level of 0.05 Ghozali, 2005: 84. According Duwi Priyatno 2010: 67, the basic decision-making is as follows: a H o : β 1,2,3,4,5 = 0 If the probability value is greater than 0.05, then H0 is accepted or Ha is rejected, this means that states that all independent variables or free no effect together on the dependent variable or bound. b Ha : β 1,2,3,4,5 ≠ 0 If the probability value less than 0.05, then H0 is rejected or Ha is accepted, this means that states that all independent variables or free have jointly influence on the dependent variable or bound.

I. Variable Operational Research

Research variable is something that any form specified by the researchers to be studied in order to obtain information about it, then drawn the conclusion Sugiyono, 2007: 59. The variables in this study are: 1. The independent variable the independent variable is a variable that affects or is the cause of the change or the emergence of the dependent variable the dependent variable Sugiyono, 2007: 59. In this study, the independent variable is the brand awareness X1, perceived brand quality X2, brand association X3, brand loyalty X4. 59 2. The dependent variable the dependent variable is a variable that is affected or which become due, because of the independent variables Sugiyono, 2007: 59. In this study, the dependent variable is the purchase decision Y. Table 3.2 Operational Variable Variable Sub Variable Indicator Scale Brand Awareness X 1 Aaker in Durianto dkk, 2004:57. 1. Top of Mind 2. Brand Recall 3. Brand Recognition 4. Brand Unware 1. The brand still exist in the mind of consumers 2. Recall of brand without the aid or unaided recall 3. The introduction of a brand appears after the recall through the aid 4. Consumers are not aware of a brand Ordinal Perceived Brand Quality X 2 David A. Garvin in Durianto dkk, 2004:98. 1. Performance. 2. Service. 3. Reliability. 4. Product Characteristics. 5. Conformance to Specification. 1. Main operational characteristic. 2. Ability to provide services on these product. 3. Consistency of performance produced by the product. 4. Additional parts of product feature. 5. A view of the quality of the manufacturing process with predetermined specifications. Ordinal 60 Brand Association X 3 Durianto dkk, 2004:70-72. 1. Customer benefits. 2. Relative price. 3. Usercustomer. 4. Life style. 5. Product class. 6. Competitors. 7. Geographic area. 1. The product provide rational and psychological benefit to customer 2. The product has its price level 3. Type of user or customer of the product proficiency level 4. Lifestyle brand with an association can be inspired by a variety of personality and lifestyle characteristics 5. Associating a brand in its product class 6. Knowing competitors and try to match or even surpass competitors 7. A country can be a powerful symbol as long as it has a close relationship with the products Ordinal Brand Loyalty X 4 Aaker 1997: 63- 68 1. Switcher 2. Habitual buyer 3. Satisfied buyer 4. Liking the brand 5. Committed buyer 1. Buyer not moving from one brand to another brand 2. Buyer in the purchase of a brand for a reason of habit 3. Buyer who are satisfied with the brand consumed 4. Category of buyers who really love the brand 5. Buyer will always loyal to the brand, have a pride in using a brand Ordinal Continued on the next page 61 Table 3.2 Continued Operational Variable Variable Sub Variable Indicator Scale Purchase Decision Y Kotler dan Keller 2007: 235-243. 1. Need Recognition. Process of need to product. Ordinal 2. Information Research. Searching information from family, friend, organization. Ordinal 3. Evaluation Alternatives Confidences and attitudes. Ordinal 4. Purchase Decision 1.Brand selection. 2.Purchasse the most preferred brand. Ordinal 5. Post Purchase Behavior. Experiencing satisfaction. Ordinal Source: Adapted from various references 62

CHAPTER IV RESEARCH FINDINGS AND ANALYSIS

A. General Description of Research Object

1. Company Overview

PT Garuda Indonesia Persero Tbk is an Indonesian goverment’s company that primarily engaged in commercial airline business. Its business is classified into three segments: flight operation, aircraft maintenance services and other operations. It operates a full-service of flight operation under the brand name of Garuda Indonesia while its subsidiary, PT Citilink Indonesia operates a low-cost airlines carrier under the brand name Citilink. PT. Garuda Indonesia’s Vision, “becomes a reliable airlines company by offering quality services to the people of the world using the hospitality of Indonesia”. In order to reach the vision, the company has the mission, “As the airlines company that carrying the flag of Indonesia which is promoting Indonesia to the world to support the development of the national economy by providing professional service.”

2. Respondents’ characteristics

Data used in this research is primary data that achieved by spreading the questionnaire by the amount of 60 questionnaires on the customer of PT Garuda Indonesia airline in Jabodetabek areas. In order to get high quality