Study Case: Ice Cream Magnum)

THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND SALES PROMOTION TOWARDS CUSTOMERS BRAND LOYALTY (STUDY CASE: ICE CREAM MAGNUM)

Mega Dewanti Saputri

014201100155

A Skripsi presented to the Faculty of Business President University in partial fulfillment of the requirements for Bachelor Degree in Economics Major in Manage

February 2015

PANEL OF EXAMINERS APPROVAL SHEET

The Panel of Examiners declare that the Skripsi entitled “The Influence of Brand Image, Product Quality, and Sales Promotions towards Customers Brand Loyalty (Case Study Magnum ice cream)” that was submitted by Mega Dewanti Saputri majoring in Management from the Faculty of Business was assessed and approved to have passed the Oral Examinations on , 2015.

Dra. Genoveva, M.M

Chair-Panel of Examiners

Filda Rahmiati, MBA Examiner I

V.Jajat Kristanto,S.E, M.M, MBA Examiner II

SKRIPSI ADVISER RECOMMENDATION LETTER

This Skripsi entitled “THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND SALES PROMOTION TOWARDS CUSTOMERS BRAND LOYALTY (CASE STUDY OF MAGNUM ICE CREAM)” prepared and submitted by Mega Dewanti Saputri in partial fulfillment of requirements of Bachelor degree in the Faculty of Business has been reviewed and found to have satisfied the requirement for a skripsi fit to be examined. We therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia,27 February , 2015

Acknowledge by, Recommended by,

V. Jajat K. S.E, M.M, MBA V.Jajat K. S.E, M.M, MBA Head of Management Study Program Skripsi Advisor

DECLARATION OF ORIGINALITY

I declare that this skripsi entitled “THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND SALES PROMOTION TOWARDS CUSTOMER’S BRAND OYALTY (CASE STUDY OF ICE CREAM MAGNUM)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, 15 February, 2015

Mega Dewanti Saputri

iii

ABSTRACT

The purpose of this research to understand the influence of brand image, product quality and promotion toward customer brand loyalty. The researcher use Magnum ice cream of the research object, especially teenagers and adults who consume the ice cream in Jakarta. In this research, the data collected through distributing 100 questionnaires to Magnum consumers. Then the researcher analyzed data with quantitative methods. The quantitative method includes validity, reliability, R squared, multiple regression, F-test and T-test for hypothesis testing. The result of validity and reliability test shows that the questionnaire is valid and reliable, therefore the questionnaire is possible to be used for further research. The result of this research shows that only brand image and sales promotion had significant and positive partial influence toward customers brand loyalty. Although the result of F-test indicated that brand image, product quality, and promotion significant influence customer brand loyalty, but these independent variables could explain only 41.7% of the customers brand loyalty change.

Keywords: Brand Image, Product Quality, Sales Promotion and Customers Brand Loyalty

ACKNOWLEDGMENT

Praise to Allah almighty that with his blessings, I can finish this skripsi on time. Without the help of Allah, I might not be able to finish this skripsi to fulfill my study requirement. In finishing this skripsi, I got many support from every sides whom I want to say thanks to:

1. My family, My parents Mr. Sukardi, Mrs.Renny N and my little brother R.Dwi Pamungkas . Thanks for your countless support and prayer for me until I came to this stage.

2. Thanks to Sir.Jajat for your willingness to advice and share your knowledge in arranging this skripsi.

3. Thanks to the OE team in PT. Robert Bosch that supported me on doing this skripsi by giving encouragement.

4. Thank to kak Indah, sekar, and Rara who always teach me for SPSS and IB subject.

5. Thanks to Amania Agustiany and Olga Arthaloka Bonita that always scolded and reminded me to do my skripsi, stop being lazy, motivated and shared her knowledge to help me on doing my skripsi.

6. Thanks to my GENGS: erlita, mira, kezhia, ayas, ciyu, bintang, yana, emik, pranada for supporting me to finish my skripsi on time.

7. Thanks to all my enemies, my fans, my secrets admire, ex boy friend, soul mate, classmate, roommate for sharing this 3.5 years together in my university life.

8. Thanks to all International Business 2011 students for sharing this 3.5 years together in my university life.

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET...... i SKRIPSI ADVISER RECOMMENDATION LETTER...... ii DECLARATION OF ORIGINALITY...... iii ABSTRACT...... iv

ACKNOWLEDGMENT...... v TABLE OF CONTENTS...... vi LIST OF TABLE...... 1 LIST OF FIGURE...... 2 CHAPTER I: INTRODUCTION ...... 3 1.1. Background of Study ...... 3 1.2. Problem Identification...... 4 1.3. Statement of Problem ...... 5 1.4. Research Objectives ...... 5 1.5. Research scope for Limitation ...... 6 1.6. Definition of Term ...... 6 1.7. Research Benefit ...... 7 CHAPTER II: LITERATURE REVIEW ...... 9 2.1. Brand Image ...... 9 2.1.1. Brand Identity ...... 10 2.1.2. Brand Personality ...... 10 2.1.3. Brand Association ...... 11 2.1.4. Brand Attitude and Behaviours ...... 11 2.1.5. Brand Benefit and Competence ...... 11 2.2. Promotion ...... 12 2.3. Product Quality ...... 14 2.4. The Influence of Brand Image towards Customers Brand Loyalty ...... 16 2.5. The Influence of Promotion towards Customers Brand Loyalty ...... 17 2.6. The Influence of Product Qualitytowards Customers Brand Loyalty ...... 18

2.7. Thoritical Framework ...... 19 2.8. Hypothesis...... 19 2.9. Operational Definition ...... 20 CHAPTER III: METHODOLOGY ...... 23 3.1. Research Design ...... 23 3.2. Research Framework...... 24 3.3. Research Instrument ...... 26 3.3.1. Data Collection ...... 26 3.3.2. Likert Scale ...... 27 3.3.3. Desciptive Analysis ...... 28 3.4. Sampling Design ...... 29 3.4.1. Population and Sampling Method ...... 29 3.5. Reability & Validity ...... 31 3.5.1. Validity Test ...... 31 3.5.2. Reliability ...... 32 3.6. Data Analysis ...... 33 3.6.1. Multipel Regressions ...... 33 3.6.2. Classical Assumption ...... 34 3.6.3. Testing the Hypothesis ...... 35 CHAPTER IV: DATA ANALYSIS AND INTERPRETATION ...... 37 4.1. Corporate Profile ...... 37 4.1.1. Company’s History ...... 37 4.1.2. Company’s Visi & Misi ...... 38 4.1.3. Company’s Structure Organization ...... 38 4.1.2. Company’s Value ...... 39 4.1.3. Company’s Business ...... 39 4.2. Data Analysis ...... 39 4.2.1. Reliability Test ...... 39 4.2.2. Validity Test ...... 41 4.2.3. Repondent Profile ...... 42 4.3. Respondent Response ...... 46 4.4. Descriptive Analysis for All Variables ...... 46

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4.5. Classic Assumption Test ...... 49 4.5.1. Normality ...... 50 4.5.2. Heteroscedascity Test ...... 51 4.5.3. Multicolinearity Test ...... 52 4.6. Multipel Regresion ...... 52 4.6.1. Multipel Regression Model ...... 52 4.6.2. Coefficient of Determination ...... 54 4.6.3. F-Test ...... 54 4.6.3. T-Test ...... 57 4.7. Interpretation Of Results ...... 57 CHAPTER V: CONCLUSION AND RECOMMENDATION ...... 59 5.1. Conclusions ...... 59 5.2. Recommendations ...... 60 References ...... 61 Appendix 1: Main Questionnaire ...... 66 Appendix 2: Data from Questionnaire ...... 69 Appendix 3: SPSS Calculation ...... 72

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LIST OF TABLE

Table 3.1 Range of mean Value ...... 29 Table 4.1: Crobanch Alpha ...... 40 Table 4.2: Validity Test...... 41 Table 4.3.1: Respondent based on Age ...... 42 Table 4.4.1: Respondent based on Education ...... 43 Table 4.5.1: Respondent based on Ocupation ...... 44 Table 4.6.1: Respondent based on Income ...... 45 Table 4.7: Data processing mean value Brad Image ...... 47 Table 4.8: Data processing mean value Product Quality ...... 47 Table 4.9: Data processing mea value Promotion ...... 48 Table 4.10: Data processing mean value Customer Brand Loyalty ...... 48 Table 4.11: Multicolinearity...... 49 Table 4.12: T-test ...... 52 Table 4.13: R square ...... 53 Table 4.14: ANOVA ...... 54

LIST OF FIGURE

Figure 2.1: Brand Image Dimenssion ...... 10 Figure 2.2: Promotion Mix ...... 13 Figure 2.3: Theoritical Framework ...... 19 Figure 3.1: Research Framework ...... 25 Figure 3.2: Likert Scale ...... 27 Figure 43.3: Likert Scale Quotation ...... 28 Figure 4.1: Stucture Organization ...... 38 Figure 4.2: Age Background ...... 42 Figure 4.3: Education Background ...... 43 Figure 4.4: Ocupation Background ...... 44 Figure 4.5: Income Background ...... 45 Figure 4.6: Histogram ...... 50 Figure 4.7: Plot ...... 50 Figure 4.8: Scatterplot ...... 51

CHAPTER 1 INTRODUCTION

1.1 Backgroud of Study

After successfully capturing the market ice cream for children and teenagers since 1994, Walls recently started prepare promotional ice cream for adults with Magnum products. In Indonesia, sales distribution Walls conducted by PT Unilever Indonesia. In another side, ice cream market is large enough for kids, finally in Indonesia Unilever focus to work on children's market first. Until 2010 Unilever saw that adults in Indonesia for dessert at the restaurant began searching for ice cream. It used to be generally only dessert fruit and sweets, but it turns out the ice cream has also been sought after as a snack. So PT.Unilever thinks that this opportunity for Magnum ice cream the most appropriate. In Indonesia Magnum ice creams stand under the shade of walls ice ccream. Walls ice cream is one of the types of snacks consumed by almost every community. Wall's constantly creating great innovations throughout the years to meet customer’s satisfaction in all segments both for products consumed in and outside the home. By integrating good product, Walls ice cream has always been trying to bring love and joy to everyone. With 12 brands and more than 60 variants, Wall's has now become the primary choice of ice cream in Indonesia. (Unilever, 2014).

The consumers of ice cream in Indonesia consist of various ages and social classes, that means ice cream industry has a broad market opportunities thus attracts many manufacturers to produce ice cream product. PT Unilever Tbk as Walls ice cream manufacturer offers a variety flavours and package sizes of ice cream product. One of the latest products offered by Unilever’s Magnum Walls now there are seven flavours of Magnum ice cream Magnum Gold, Pink, Black, Classic, Almond Chocolate Brown and Magnum Infinity. Magnum ice cream actually has been introduced in Indonesia in 1994. At that time, Unilever introduced ice cream to children, tenegeers and adults. But along the way, ice cream for children was much more sought after (Stars, 2010)

At the End of November 2010, Magnum ice cream suddenly became the talk of social media and among young people, because these products were difficult to find in the market, whereas Magnum ice cream was in the middle of its launching in Indonesia market. The more the searches, more and more consumers were curious to hunt. For the first time, ice cream became a game of the Indonesian consumers at anywhere possible. The strategy adopted in the promotion, product quality and brand image able to promote Magnum ice cream into a very exclusive among consumers today. Promotion is a component of marketing mixing, which is a kind of communication with consumers. Promotion includes the use of advertising, sales promotion, personal selling and publicity. Advertising is a non-personal presentation of information in the media about a product, brand, company or shop. It greatly affects consumer image, trust and attitudes toward the product and brands, and in turn, affecting their purchasing behaviour (Lovelock, 2010)

This is felt by Magnum now. Although Magnum is still new in the food industry but Magnum able to get the upper middle class for those ice cream lovers. Magnum's price get to the customers is also not too expensive and not too cheap. In Indonesia, Magnum itself is quite well known already by making some Cafe at the Malls in Indonesia and thus it can change the Magnum brand image itself from the famous to be very well-known and accepted by the consumers in Indonesia.

1.1 Problem Identification

Based on the above background, the researcher interested to study the effect of brand image, product quality and sales promotion towards customers' brand loyalty with a case study on Magnum ice cream.

1.2 Statement of Problem

The researcher will find out about: 1. Is there any partial significant influence of brand image towards customer’s brand loyalty on Magnum ice cream product? 2. Is there any partial significant influence of product quality towards customers' brand loyalty on Magnum ice cream product? 3. Is there any partial significant influence of sales promotion towards customer’s brand loyalty on Magnum ice cream product? 4. Is there any significant simultaneus influence of brand image, product qualit and sales promotions towards customer brand loyalty on Magnum ice cream product

1.4 Research Objective

There are several objective of this research: 1. To analyze the influence of brand image towards ustomer brand loyalty 2. To analyze the influence of product quality towards customenrs beand loyaty 3. To analyze the influence of sales promotion towards customer brand loyalty 4. To analyze the influence of brand image, product quality, and sales promotion towards customer brand loyalty.

1.5 Research scope for Limitation

The study will focus on influence of product quality, brand image and promotion towards customers brand loyalty on Magnum ice crea. There are several limitation of this study :

1. The population of this research will be limited to Magnum ice crem’s customers during January-February 2015 period due to limitation of the time. 2. The result of study is accurate within the duration of the study because the planning and development in branding will change by time. However, the result might different in the future.

1.6 Definition of Terms

1. Sales Promotion

Sales Promotion is form of short-term incentives to encourage the desire to try or purchase a product or service. To determinant of the success of a marketing program, no matter how great the quality and usefulness of the goods if consumers do not know and are not sure of this items certainly consumers will not buy it. Promotion is one of the marketing activities that enable companies to communicate/inform, persuade and remind consumers to buy their product.

2. Product Quality

Quality of the product includes the features and characteristics of the product or services that are to be relying on its ability to satisfy such stated or implied needs, the overall quality traits and characteristics of a product or service, in terms of ability to meet the needs that have been determined.

3. Brand Image

Brand is a sign in the form of a picture, the name says, the letters, of numbers, color composition or a combination of these elements, having distinguishing features and used in the trading of goods and services.

1.7 Research Benefit

In conducting this research, there are some benefits that are expected by the researcher would be able to contribute valuable finding and recomendatons for some of the following: 1. Researchers It is very important for the researcher to meet the responsibilities to write a skripsi and defense it as a condition for achieving an undergraduate degree in President University. By doing this research the researcher could sunderstand the more about customers brand loyalty. 2. Marketing Team of Magnum Indonesia The finding of this particular research would be beneficial fo Magnum ice cream in understanding about product quality, brand image and promotion can give influence towards cusmtomer brand loyalty. 3. Academic Community This research may become a literature review for further research and an alternative for the next batch as guidance in writing a thesis, especially for Internal Business students major to determine the deeply implementation of product quality, brand image and promotion that can give affect to cutomers brand loyalty.

CHAPTER II REVIEW OF LITERATURE

2.1 Brand Image

In the concept of marketing, brand image is often referred to as the psychological aspect; this is the image that was built under conscious mind of consumers through information that is expected to contain an update to a product or service. For this reason, the development of a positive brand image becomes one of the important things. Without a strong brand image and positive, it is difficult for companies to attract new customers or even the existing consumers. Pradipta (2012)

According to Fajrianthi (2005), "Brand image is the perception of a relatively consistent over the long term". It is not easy to build a positive image; after an image is formed it will be difficult to change. Image must be clear and well established and has advantages over the competitors. Additionally, Schiffman and Kanuk quoted in Pradipta (2012) mentioned that there are several factors that shape the image of the brand, as follows: The quality of products or services will affect the brand image. 1. Trustworthy or reliable. A brand should be trustworthy to consumers. 2. A brand should be useful and beneficial 3. Services associated with the brand will have an impact on the brand image 4. Risk. What risks would be related to the customers 5. The price that in this case relates to a high or low amount of money spent by consumers to purchase the products from the brand. 6. Image (brand) that is owned by the brand itself. In the form of implicit, agreements and information associated with the brand.

According to Bambang Sukma Wijaya (2012), there are five brand image dimension as show by figure 2.1:

Figure 2.1 : Brand Image Dimensions

Source : author’s concept developed and elaborated from (Aaker, 1991); (Aaker J. , 1997); (Arnould, 2005); (Brexendorf, 2007); (Davis, 2000); (Drezner, 2002); (Hogan, Employees and Image: Bringin Brand Image to Life, 2005); (Keller, 1993); (Mowen J. &., 2001); (Upshaw, 1995); (Wijaya, 2012)

1. Brand Identity The first dimension is the brand identity. Brand identity refers to the physical or real identity associated with the brand or the products that make consumers could be easily identifying and distinguishing the brand or other products, such as logos, colors, packaging, location, corporate identity, slogan, etc. 2. Brand Personality The second dimension is Brand Personality. Brand Personality is a typical character of the brand forming a particular personality to human personality, thus consumers can easily distinguish with other brands in the same category, such as assertive character, stiff, dignified, noble, friendly, warm, loving, sociable, dynamic, creative and so on. As the previous example Aaker J. (1997) mentioned some dimensions of brand personality as competency.

3. Brand Association. Brand Association consists of all brands associated with thoughts, feelings, perceptions, images, experiences, beliefs, attitudes Kotler P.(2006). Brand Association is certain things worthy or always associated with the brand, may arise from the unique offering of products, for example in terms of sponsorship activities or social responsibility, which is very strongly associated with certain symbols and meanings that are very strongly attached as "art + technology = Apple, fast food family = McD, Bush = Iraq war " (Wijaya B. S., 2013) 4. Brand Attitude and Behaviors Brand Attitude and Behaviors are an attitude or behavior of the brand when communicating and interacting with customers to offer its benefits and value. When communicating and interacting with consumers that could affect consumers' perception and assessment of the brand (Wijaya B. S., 2012). Often a brand in a way that is improper and unethical in communication, or provides poor service that affects public perceptions of the attitudes and behavior of the brand. So the brand attitude and behavior includes attitudes and behaviors of communication, activities, and attributes attached to the brand when dealing with consumers (Keller, 1993). 5. Brand Benefit and Competence Brand Benefit and Competence are the values, advantages and distinctive competencies offered by a brand in solving consumers' problems, that allow consumers to gain benefit because of their needs, desires and obsessions that are realized with what is offered (Keller, 1993). Benefits, advantages and distinctive competencies of a brand will affect the brand image of a product.

2.2 Promotion

Promotion is one of the key elements of communications in developing the company's message to stimulate awareness, interest, and purchase a variety of products and services (Kotler, 2003). Marketing Mix, mentions "4P" (price, promotion, place, and product), involving the promotion that performs a central role in increasing the level of selling and customers' awareness. Promotion is

18 defined as a measure of marketting activities that focus mainly to the ultimate goal established by the brand to create a powerful impact on customers and encourage them to make purchases or participate in the trial product (Kotler P. , 2003). A company conducting promotion, that involves advertising, sales promotion, sales and public relations, to spread the message and raise awareness with regard to the interests of consumers displayed for a particular company. Promotion can not be effective if it can not reach the target market (Kotler P. , 2003). According to Dharmmesta (1982) the aims of promotion in a company, are as such below:

1. Modification of behaviour With the promotion, the company seeks to create a good impression on itself and thus can change the behavior and consumers' opinions about the company's products so as to encourage the purchase of products. 2. Inform Promotional activities carried out to inform the intended market of the offers made by the company for a particular product. 3. Persuade Directed primarily to encourage the purchase, often the company does not want to get an instant feedback from consumers, but prefer the positive impression. 4. Remind

This promotion is done mainly to remind the public that the company's products are still available in the market.

Promotion is one of the marketing mixes used by the company to hold communication with the market.The promotion mix is as follows:

Advertising

Direct Sales Marketing Promotion Promotion Mix

Public Personal Relation Selling and Publicity

Figure 2.2: Promotion Mix Source: Kotler (2004)

1. Advertising Advertising is all forms of non-personal presentation, promotion of ideas, the promotion of goods or services performed by the sponsor who get paid.

2. Sales Promotion Sales promotion is a variation of short-term incentives to stimulate the purchase or sale of a product or service. 3. Public Relation and Publicity Public relations are an attempt (variation) of the designed program to repair, maintain, or protect the company or product image. 4. Personal Selling A personal or face-to-face sale is an oral presentation in a conversation with one or several potential buyers for the purpose of sale. 5. Direct Marketing Communication used directly from email, phone, fax, email, or internet to get direct feedback from consumers clearly.

2.3 Product Quality

Satisfied customers will come back to buy, and they will inform others about their good experience with the product. Smart company intends to satisfy customers by promising only what they can give, then give more than they promised. Recent keen brand competition is forcing marketers to provide a better attraction than its competitors. Understandably, the various brands make consumers gain the benefits. Consumers choose a brand is the quality of the product. The quality of products is undoubtedly affecting consumer purchasing decisions. Acceptable product quality are the main elements that influence consumer buying behavior David Garvin (1984). Garvin as cited in Waller MA (1996) proposed the following eight contributes/dimensions: Performance, feature, reliability, conformance, durability, serviceability, aesthetics, and perceived quality an the eight dimensions. 1. Dimensions of product performence Performance is the main characteristic or function of a product. This is a major benefit or efficacy of the products we buy. Usually this is the first consideration of us buying the product.

2. Dimensions of product reliability The second dimension is the reliability, ie the opportunity of a free product of the failure in its function. 3. Dimensions of product feature A dimension of feature is a characteristic or characteristics as an additional side that complements the basic benefits of a product; an optional feature or option for the consumers. If the main benefit has been the standardized, features are often added. The idea is that, the features can improve the quality of products that competitors do not have. 4. Dimensions of durability Durability of products shows the age of of the product, the amount of use of a product before it is replaced or damaged. The longer its durability certainly the more durable it would be. The durable product will be more qualified than those products that runs out quickly or quickly replaced. 5. Dimensions of conformance Conformance is the suitability of the product performance of the standard set forth of a product. It's kind of a promise that must be met by the product. Products that have the quality of these dimensions mean that they are in accordance with the standard. 6. Dimensions of serviceability In accordance with its meaning, here the quality of the product is determined on the basis of improved capabilities: easy, quick, and competent. Products that can be improved is certainly would have a higher quality compared to products that cannot or difficult to repair. 7. Dimensions of product aesthetic Aesthetic concerns the appearance of products that make the consumers to take a liking into the particular products. This is often done in the form of a product or its packaging design. Some brands renew the face to make it lovelier in the eyes of consumers. 8. Dimensions of perceived quality The last dimension is the perceived quality. It concerns consumer ratings of image, brand, or the advertising. The products that are well-known with

their brands are usually perceived to have a higher quality compared to brands that are not heard. That is why products are always working to build a brand that has high brand equity. Of course this can not be built overnight because it involves many aspects including the quality of dimensions of performance, features, durability, and so on.

2.4 The Influence of Brand Image towards Customers Brand Loyalty

Consumers are very rarely only vieing from the product or service itself, but looking at it together with the brand names. The result, in understanding a product or service, consumers perception created by the brand. Consumers perception plays an important role in the purchase decision, especially because of what is understood by the consumer is more important than the actual reality. This is what makes brands are regarded as the best in its category are brands that gain the most benefits, the most sought after by consumers and have customers with high loyalty (Tybout,2005). Research by Davis S. M (2000) showed that consumers brand loyalty is influenced by many factors : the brand provides the best quality (70%), the brand provides consistent performance and reliable (61%), the brand is known / commonly used by consumers (33%), the brand offers a price / value (30%), the brand fits with the personality of consumers (26%), the brand effectively solves consumers problems (26%), the brand has a unique advantage (15%), the brand is supported by good customer service (11%), and the brand is environmentally friendly (5%). Positive brand image would cause a sense of a like and other positive feeling within the consumer, it is subsequently affecting consumers' decision to retain the use of the product with the brand and demonstrate a commitment to the brand (brand loyalty).

2.5 The Influence of Sales Promotion towards Customers Brand Loyalty

Sales promotion is a part of a promotional mix. Sales promotions can be identified as a direct effect which offer an added value or an incentive of a product aimed at distributors or customers with the aim of direct sales or short-term Belch (2003). According to Tjiptono (2008) explained the purpose of sales promotion. One of its goals is to let customers make repetitive purchases. Encouraging repetitive purchases, which in turn leads to the creation of brand loyalty and "bind" the buyer to a particular manufacturer. While in research conducted by Wan-Ping Pi and Hsieh-Hong Huang, entitled "Effect of promotion on relationship quality and customers loyalty in the airline industry: The Marketing Approach '' (2011) explains that one of the indicators that show the degree of loyalty is to make a repetitive purchase and repurchase. Such characteristics above shows that loyal customers meet the characteristics of: making a repetitive purchase regularly, purchase outside the lines of products or services, recommend to others, and show immunity from competitors’ attractions (not easily influenced by the attraction of similar products from competitors). From the above explanations and theories, it can be concluded that the purpose of sales promotion is not only to make quick sales, but sales promotion has another purpose, it is to make the customer makes a repuchase and repetitive purchases, where the repurchase and repetitive purchase are important indicators in the theory of loyalty.

2.6 The Influence of Product Quality towards Customers Brand Loyalty

Based on Suwarni (2011 the company through the quality of its products portray a an image of a good brand in the consumers’ minds. The ability of the product to provide the best service in the customers will strengthen the position or the product position in the consumers’ minds so it enables the consumers to make a first choice in the next purchases. Brand no longer means quality and risk, but it is one of the most important assets that must be owned by the company (Sondoh, 2007). According to a study conducted by Hermawan (2011) and Mise (2013) ) said that one of the key factors for the company is customer loyalty. Consumer

24 loyalty is generally centered on tangible products and is often referred as a brand loyalty. Brand loyalty reflects to consumer loyalty on a particular brand. The results of the study by Kresnamurti (2012) showed that the quality of the product and brand image simultaneously influence on the customer loyalty. The same thing stated in a study conducted by Lasander (2013) which explained that the product quality simultaneously affect customer satisfaction in this regard customer satisfaction will make consumers tend to be royal. Hidayat (2009) stateed that the quality of the product does not have a significant effect on customer loyalty. However, the theoretical findings in this study leads to quality products and a significant positive effect on customer loyalty with customer satisfaction is in the middle.

2.7 Theoretical Framework

Brand Image

Customer's Product Quality Brand Loyalty Sales Promotion

Figure 2.3 Source: Constracted by researche

2.8 Hypothesis

This resource focuses on the factors that affect the Brand Image, Products Quality, and Promotion of the Customer Loyalty to a brand. It is an hypothesis based on factors that influence brand loyalty.

Ho.1 : There is no significant and positive partial influence of brand image towards customers brand loyalty on ice cream magnuuum

Ha.1 : There is a significant and positive partial influence of brand image towards customers brand loyalty on ice cream magnum.

H o.2 : There is no significant and positive partial influence of product quality towards customers brand loyalty on ice cream magnum.

Ha.2 : There is a significant and positive partial influence of product quality towards customers brand loyalty on ice cream magnum.

Ho.3 : There is no significant and positive partial influence of promotion towards customers brand loyalty on ice cream magnum.

Ha.3: There is a significant and positive partial influence of promotion towards customers brand loyalty towards on magnum ice cream.

Ho.4: There is no significant and positive partial influence of brand image, product quality and promotion towards customers brand loyalty on magnum ice cream.

Ha.4: There is a significant and positive simulteneous influence of brand mage, product quality, and promotion towards constomers brand loyalty on magnum ice cream.

2.9 Operational Definition.

Variabel Definition Dimentions Question Referensi Brand Image Perceptions 1.Top Brand 1. 1. Magnum (Kotler,Keller and beliefs 2.Brand ice cream is 2009) held by Image the first brand consumers, as 3. Tag line to be reflected remembered associations 2. Magnum are embedded ice cream has in consumer a good brand memory image 3. Branding in mall (baleho) with tag line “es krim pertama ku...... tak terlupakan” strengthen the brand Magnum in your mind Product The quality of 1.Uniqe 1. Magnum (Russell, 2006) Quality products Product ice cream has includes the 2.Product different features and Favorit flavors characteristics compared to of the products ice cream his or services that general rely on its 2. Variants

ability to are offered satisfy stated according to or implied the tastes of needs. In other the words, the consumers quality of the product is defined as "fitness for use" or "conformance to requirements" Sales promotion is as 1. Famous 1. I always (KotlerP. 2000) Pomotion a social and 2. Easy to see the managerial remember promotion on process 3. Created tv , posters or make mass media individuals and 2. The groups obtain language used what they need when and want promoting through Magnum ice creating and cream can be exchanging received well products and 3. Ads that value created reciprocity magnum ice with others. cream is very tempting Customer Customer 1.Top mind 1. I am (Kotler P 2005) Brand loyalty is a 2. Customers interested in

Loyalty repeat loyalty buying purchases Magnum ice made by a cream in the customer for a future commitment to 2. I want to a brand or be a loyal company customer for Magnum ice cream

CHAPTER III METHODOLOGY

3.1 Research Design

According Grove (2003) define the research design as a blue print for conducting a study that maximizes control over factors that could interfere with validity of the findings. Polit (2001) describe the research design as the “research investigation in a logical and systematic way”. In this research, the researcher selected quantitative analysis to find out is there any correlation between brand image and customer loyalty.

Qualitative method is for exploring and understanding meaning individuals or groups ascribe to a social or human problem. The process of research of research involves emerging questions and procedures (Creswell, 2009) then qualitative is by definition exploratory and it is used when the research don’t know what to expect, to define the problem or develop an approach to the problem. Also used to go deeper into issues of interest and explore info related to the problem at hand. The collect the data, qualitative method use focus group, triad, interviews, observation, focus group discussion (Amore, 2010). The purpose of Quantitative research is to test hypotheses, look at cause & influence, & make predictions. Numbers and statistics are the type of data collected where data is based on precise measurements using structured & validated data-collection instruments.

The result of quantitative research is generalizable findings that can be applied to other populations. Confirmatory is the method that used by the researcher to tests the hypothesis and theory with the data Johnson (2008).

3.2 Research Framework

This research specifically investigates the influence of brand image, product quality, and promotions towards customer brand loyalty for Magnum ice cream in Jakarta. Therefore, the researcher does the problem identification. From the data obtained, the existence of Magnum Ice Cream has been a trending topic in Jakarta, and even Magnum Ice Cream has categorized as premium ice cream. This fact pushes the researcher to dig more and find out why it could be happened. After the researcher has done some supporting readings from journals and articles, it could be identified that brand image, promotion, and a good quality of a product give effects towards the customers’ loyalty to a brand or product. To support the statement of the problems, theories, and opinions, all the problems were described in the chapter two. This brings to the usage of the questionnaire. Questionnaires were checked for validity and reliability test. Pearson correlation matrix used to measure the validity and Cronbach Alpha used to measure the reliability of the questionnaire. Pearson correlation matrix will indicate the direction, strength, and significance of the bivariate relationships among all the variables that were measured at an interval or ratio level Sekaran and Bougie (2010). Cronbach Alpha is a reliability coefficient that shows how well the items in a set are positively correlated to one another Sekaran and Bougie, 2010, pp.324). Before being spread, the questionnaires went through the stage of “Pre-test.” too 30 different people were selected and gathered by the researcher to examine whether the statements in the questionnaires were clear enough to understand. This stage is also intended to revise some statements, so that every respondent will have the same perception towards them. After some reviews and proof readings, the questionnaires were finally spread to 100 respondents whose characteristics have been provided in one of the explanations below. In this research, SPSS was utilized to analyze the data. Finally, the points of conclusion and recommendation are drafted.All steps conducted by the researcher from problem identification to the result accomplishment are reflected in the following figure of research framework.

Information about Product Quality, Brand Image, and Promotion of

Magnum ice cream

Problem Identification adn Problem Statement

Literature Review

Construct Questionnaire

Pre-test Questionnaire: Validity and Reliability test and dry run

Valid

No Yes

Data Collection

Data Annalysis and Interpretation

Conclusion and Recommendation

Figure 3.1: Research Framework Constructed by Researcher

3.3 Research Instrument

The data collection will be done through questionnaire which will be distributed to the selected respondents. With a personal questionnaire, the researcher could connect and interact directly to the respondents and the researcher could explain clearly about the questionnaire. The researcher use google doc application for distribute the questionnaire to the respondent from the person who near from the researcher and know about Magnum ice cream.

The definition of questionnaire according to (Arikunto, 2006) is a written statement which used to obtain information from respondents in terms of a report of personal information or other things researcher would like to know. The question on the questionnaire will be scaled from 1 to 5 to get data which has numerical characteristics or can be scored.

3.3.1 Data Collection

The data collection method is one of the aspects which has role in a research’s success. In this research, the data collection methods used by the researcher are as below: 1. Primary Data

This data can be called as the first hand data, because it is collected especially for the objectives of the research. This data helps to give answer which is suitable with the research question. Based on Ghauri (2005) the behaviour of a person could not be learned without asking direct questions to the people involved. Therefore, for this research objective the primary data would be collected through communication by questionnaire which the researcher will manage it personally. The researcher means to prioritize primary data because this research is about behaviour, people’s intensity, and their buying behaviour towards a certain brand. This will help the researcher to know and find out more the reason behind the consumer behaviour and decision management.

The research methodology of this research is a combination from secondary data and primary data. Secondary data is obtained from journals, articles, and books using library sources and internet sources. Primary data is collected through communication using questionnaire, the questionnaire will be distributed personally.

2. Secondary Data

According to (Ghauri, 2005, hal. 91) secondary data can be referred as information which is collected by other persons for certain objectives which can be different from the researcher. The researcher would like to use the same information. This kind of data can be referred to as a second hand data, because of the fact that these data were not collected for the researcher’s objectives, but can be really important and matters for some other researcher in some other time.

3.3.2 Likert Scale

The Likert scale is designed to examine how strongly subjects agree or disagree with statements on a five-point scale with the following anchors (Sekaran, Bougie, 2010)

Figure 3.2: Liekert Scale Source (Bougie, 2010)

The Questionnaire uses Likert Scale and all statements that express either a favorable and unfavorable attitude will be scaled through Strongly Disagree, Disagree, Neither Agree Nor Disagree, Agree, and Strongly Agree.

The figure of the questionnaire is shown below:

No. Statements 1 2 3 4 5 1 2 3 4 5

Figure 3.3: Likert Scale Questionnaire

Source: By Resercher

Note:

1. For Strongly Disagree 2. For Disagree 3. For Neutral 4. For Agree 5. For Strongly Agree

Each of the five responses would have a numerical value which would be used to measure the attitude under investigation.

Likert Scales have the advantage that they do not expect a simple yes / no answer from the respondent, but rather allow for degrees of opinion, and even no opinion at all. Therefore quantitative data is obtained, which means that the data can be analyzed with relative ease. The Validity and Reliability testing must be done before the questionnaire spreads to the respondents. Pre testing is conducted to check if the statements are proper as research instrument.

3.3.3 Descriptive Analysis

Descriptive statistic provide descriptive information from respondent’s responses, such as mean, standard deviation or correlation, number observation, and maximum value of physical aspects, reliability, personal interaction, problem solving, policy, and customer satisfaction. Table mean is the average of 35 respondent responses per variabel. The mean value shows the most (and least) dominant among the variables. The higher value is the most dominants variables, and vice versa. Standard deviation show the spread of variability in the data. The data could be states as good if the value of standards deviation is not exceeds twicw that mean. According to Sudijiono (2006), the range for mean can be divided into several categories as follows:

Range Categorize 4.21 – 5.00 Strongly Agree 3.41 – 4.20 Agree 2.61 – 3.40 Neutral 1.81 – 2.60 Disagree 1.00 – 1.80 Strongly Disagree Tabel 3.1 Range and Categorize of mean Value

Source : Sudijjono (2006)

3.4 Sampling Design

Sampling Design is part of statistical methodology that related in taking a portion of the population. If a sampling is done correctly, statistical analysis can be used to generalize a whole population. There are two major types of sampling design: probability and nonprobability sampling. In probability sampling, the elements in the population have some known non-zero chance or probability of being selected as sample subjects. In non-probability sampling, the elements do not have a known or predetermined chance of being selected as subjects

3.4.1 Population and Sampling Method

Population is a combination from all elements in an event, things, or persons who has the same characteristics as the centre of the research (Widhiarso, 2011). In this research, the population are people who knows and have consumed Magnum Ice Cream.

In this research, the sampling method which is used is a convenience method, where subjects are chosen because of the accessibility and closer to the researcher. The ideal form of a research is to testify the whole population, but in most cases, the population is too big and it makes it impossible to involve each and every individuals. This is the reason why researcher is using a convenience sampling method, the most general techniques from all the sampling method In this study, because the population is unknown the number of samples was obtained from infinite sampling design formula, as follows:

Source: (Kothari, 2004)

Description:

n = Size of the sample

Zα = α = 0.05 so Z0,05 = 1.96 E = sampling error; e= 5% σ = standard deviation population Based on the formula used, the minimum number of responding is 96. Therefore, researcher decides to round up to 100 respondents. Noted by Pedhazur & Schmelkin cited in (Yang, 2006) sample size is influencing the accuracy of estimation. In general, a large sample size can help minimize sampling errors, and improve generalizability of research finding. Sample size affects statistic power through influence the standard errors.

3.5 Reability & Validity

3.5.1 Validity Test

Validity is related with the reality found in the field. Validity can be defined as how far this study is correct and shows the certain theory which the researcher is trying to measure. External and internal validity has to be the main concern especially for the researcher 1. External validity related with generalized result. There are some ways to score external validity, for example to take a random sampling. 2. Internal Validity is essentially needed in the research experiment design to know whether the experiment’s manipulation which has done during the study is actually involving experiments (Danim, 2002) This test or evaluation helps the researcher to guarantee that all the questions asked in the questionnaire is a suitable questions and the questions are able to measure what does the researcher wants to measure. To testify the construction validity and variable, the researcher is using correlation coefficient Pearson. Below is the correlation coefficient formula used in this research.

Source : (Liu, 2004)

Where:

N = is the number of paired observations ΣX = the X variable summed Σ Y = the Y variable summed ΣX2 = the X variable squared and the squares summed (ΣX) 2 = the X variable summed and the sum squared

ΣY2 = the Y variable squared and the squared summed (ΣY) 2 = the Y variable summed and the sum squared Σ XY = the sum of the product of X and Y

Validity is measured by comparing the r value and the value of r on the table. This item is working when the calculation of the r is bigger from the r table. Thirty respondents were chosen to testify the questionnaire before the questionnaire would be published publicly. The level of significance used is 0,05. Based on the research, for n = 30 is 0.361. the item which has a bigger value of r from 0.361 is not valid and the item which has lesser score than 0.361 is said to be not valid. Thirty respondents were chosen to make a tryout before the actual questionnaire distributed.

3.5.2 Reliability

According to (Ulowatayo, 2012) stated that when the item tested in the heterogene instrument, therefore the one which has more than one attitude or attributes, the reliability index is best measured using Cronbach alpha. Alpha reliability test of Cronbach is used for coefficient resulted from all the possibilities of combination from split part. below is the formula:

Source: (Ulowatayo, 2012)

Where: N = number of items on the instrument = variance of individual item score 2 푆푖 = sum of variances of scores of individual items 2 푆푥 = variance of the total test scores 2 푆푥 Coefficient variance 0-1 and score 0,6 or less then general shows the satisfaction of reliability from internal consistency. Alpha coefficient which is less than 0,6 is weak, 0,6-0,8 is a strong moderate, and 0,8-1,0 is the strongest above all (Yee, 2011).

3.6 . Data Analysis

In the data analysis, the researcher uses regression as its own method to analyse data. Regression is a formula to see and verify the relationship between independent variable (customers brand loyalty) and dependent variables (brand image, product, quality, promotions). This method is also uses as to know how big is the effect from three variables towards customers brand loyalty.

3.6.1 Multiple Regressions In this research, the researcher is using some regression tools to do the research. the formula as below:

y= bo + b1x1 + b2x2 + b3x3 + e

Where: y = Customer Brand Loyalty (dependent variable)

b0 = y intercept

b1 – b3 = Regression Coefficient

X1= Brand Image (Independent variable)

X2 = Product Quality (Independent variable)

X3 = Prootion (Independent variable) e = Random Error to find the correlation between independent variable and dependent variable, there are three aspects or requirements which has to be done and passed in regression model, which are normality test, multi co-linearity test, hetero skedastititas and auto correlation test.

3.6.2 Classic Assumption

1. Normallity Test

Normality test is used to know whether in the regression model, dependent and independent variables both have a normal distribution or not (Herlambang, 2013). The ideal regression model is when the data has a normal distribution or close to normal, while normal distribution can be seen through the scattered statistical data on the diagonal axis from the graphic. If the data is scattered around the diagonal line and follows the direction of the diagonal line or histogram graphic. This shows that the data has fulfilled the normality test.

2. Multicolinearity Test

The objective to use of this multi co-linearity test is to know whether each independent variable is correlated in linear. To measure the multi co-linearity, the variant inflation factor (VIF) is used to measure the data. The researcher will decide whether there is correlation between one or two free variables by looking at the value of VIF. The score of VIF has to be around one and no more than 10, that shows that there is co-linearity happens in the variable.

3. Heteroscedasticity Test

Heteroscedasticity test is aimed to see whether inside a regression model there is an inequality variance of a residual chain between one researcher to another. It can be seen by looking at distribution of residual value toward the predicted value

41 from the scatter plot. If there is a pattern, it could be analyse that a heteroscetidity has happened, but if there is no pattern it means that there is no heteroscedicity.

4. Autocorrelation Test

According to Supanto (Supanto, 2010) if the durbin-watson prediction from -2 to +2 then there is no auto correlation. While if the durbin-watson prediction is below -2, there is positive auto correlation and if the durbin-watson number is above +2, then there is negative autocorrelation.

3.6.3 Testing the Hypothesis There are some more measurement tools used to find know the influence of product quality, brand image and promotion towards customers brand loyalty both partially and simultaneously F-test and T-test

F-test

The researcher will use Statistical Package for Science Software (SPSS) to do a F test and T test. F test has an objective to test the effect of all independent variables towards dependent variables at the same time. In this test, there will be hypothesis whereas:

H0: β1 = β2 = β3 0, if the significance level of F> 0.05, H0 is accepted

Ha: at least there is one β ≠ 0, if the significance level of F <0.05, H¬0 is rejected

The level of significance used in this research is α = 0.05. H0 is accepted if the value of F test is bigger than the level of significance α = 0.05 and H0 is rejected if the value of F test is less than the level of significance α = 0.05.

1. T-test T-test is used to know the partial relationship of each independent variable towards dependent variables. The significance levelα is 0.05. H0 is rejected if the value of T test is less than α = 0.05and H0 is accepted if the value of T test is bigger than α = 0.05. H0: βi = 0, if the value of significance T> 0.05, accepts H0i Ha: βi ≠ 0, if the value of significance T <0.05, rejects H¬0

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 Company profile

4.1.1 History

Wall's ice cream, sometimes written and referred to as Wall ice cream, is a popular ice cream produced and marketed under the Wall's brand-name. Owned by Unilever, Wall's is a UK-based food brand that covers meat products as well. While the meat products division of Wall's has been sold to the Kerry Group and the reach is not global, the ice cream business is now core to the company. Each product of the company is marked with the trademark Heartbrand logo.

Although the company was founded by Richard Wall in the year 1786, the ice cream division was introduced quite late, i.e., in 1913. Initially, Wall's was focused merely on meat products, but when that business did not yield the required profits, the ice cream business was started. In 1920, Thomas Wall II, the then owner of Wall's, decided to retire and sold the firm to Mac Fisheries, which was further acquired in 1922 by Unilever, the present owner. The production of ice cream once again began on a large-scale in 1922 in London factory. The product grew in significance and popularity and thus, was born Wall's ice cream. Over the years, the company's ice creams have become popular almost everywhere in the world. One of Wall's products is ice cream magnum. Magnum ice cream is a product owned by Unilever UK / Netherlands, and sold as part of Heartbrand line of products in most countries (sold under the brand Wall's in the UK and in other countries). In 2010 Magnum one of the brands of Unilever's ice cream comes with a new variant and packaging and different images with intense experience that offers exceptional and worth spoiling a princess.

4.1.2 Visi missi

Visi : To become the first choice of consumer, costumer and community Mission : a. Being the first and best-in-class in meeting customer needs b. Being the closest in the market for customers and suppliers c. Eliminate activities that are not worth the hardiest of all processes d. Increase job satisfaction of all parties e. Aiming at improving menguntugkan targets for growth and success in providing benefits above the average for employees and shareholders. f. Honored as high integrity, pedli to society and the environment.

4.1.3 Structure Organization

Figure 4.1 : Stucture Organization

4.1.4 Value There are 5 values inside Magnum ice cream they are Classy, Hihg Class, Perfect, Feel like a Queen, Happy.

4.1.5 Business The sale of Magnum ice cream in 2010 increased not just by 10 percent, but by more than 10 times, or more than 1,000 percent. In 2011, Magnum ice cream alone is predicted to produce sales revenue of more than Rp 500 billion. This is certainly a phenomenal record for one product in the company’s history. The ice cream was later produced in different varieties, such as Magnum Classic, Magnum Truffle and Magnum Almond. Customers were provided with a number of products to choose from so that the level of satisfaction could be increased. The sales of the ice cream were supported by strong infrastructure in the form of cold storage and tens of thousands of ice cream cabinets throughout Indonesia. Sales outside Java were also opened up after the new factory expansion was completed. That expansion enabled ice cream sales to increase by more than 10 times in 2010. Sekarang sudah ada 12 variant magnum yang ada di Indonesia yakni Magnum Almond, Magnum Black Espresso, Magnum Choco Cappuccino, Magnum Chocolate Truffle, Magnum Classic, Magnum Chocolate Brownie, Magnum Chocolate & Strawberry, Magnum Golden Hazelnut, Magnum Gold, Magnum Infinity, Magnum Mini, Magnum Pink Pomegranate.

4.2 DATA ANALISIS

4.2.1 Reliability

Reliability test was conducted by employing SPSS and arranged data from Microsoft Excel to tabulate Cronbach’s Alpha of the research instruments. As mentioned by Malhotra cited in Yee & San (2011)the coefficient varies from 0-1 and value of 0.6 or less generally signifies unsatisfactory internal consistency reliability. Alpha coefficients below 0.6 are weak in reliability, 0.6-0.8 is moderate strong and 0.8-1.0

is very strong in reliability. The computed Alpha value for these research variables has showed in table below: Table 4.1 Cronbach’s Alpha

Reliability Statistics

Cronbach's

Alpha Based on

Cronbach's Standardized

Alpha Items N of Items

.849 .854 10

Source : Cronbach’s Alpha of Brand image, Product Quality, Promotion and Customers Brand Loyalty.

Item-Total Statistics

Cronbach's Scale Mean if Scale Variance if Corrected Item- Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted

bi1 27.5667 41.840 .335 .677 .852

bi2 26.7000 38.838 .258 .547 .864

bi3 26.9333 35.995 .435 .678 .849

pq1 25.5333 35.085 .621 .638 .829

pq2 25.4333 32.668 .745 .792 .815

p1 25.2667 36.064 .617 .662 .830

p2 24.9667 36.654 .648 .602 .829

p3 25.5667 35.357 .537 .697 .837

cbl1 25.7000 35.528 .622 .535 .829

cbl2 25.5333 33.430 .804 .842 .812

Source: Primary Data-SPSS V.19

Table shown that each of variable in dependent and independent variables has reliability more than 0.6. The alpha coefficient for all variables is above 0.90

47 which means that all variable in this study is very strong reliable. It also means that each of variables above is well correlated to each other.

4.2.2 Validity

Tabel 4.2: Validity Test

No Indicator r count r tabel sig Status

1 Brand Image (X1) a. Indicator 1 .794 0.361 .000 Valid b. Indicator 2 .894 0.361 .000 Valid c. Indicator 3 .905 0.361 .000 Valid

2 Product Quality (X2) a. Indicator 1 .900 0.361 .000 Valid b. Indicator 2 .919 0.361 .000 Valid

3 Sales Promotion (X3) a. Indicator 1 .823 0.361 .000 Valid b. Indicator 2 .812 0.361 .000 Valid c. Indicator 3 .788 0.361 .000 Valid

4 Customers Brand Loyalty (X4) .879 0.361 .000 Valid a. Indicator 1 .884 0.361 .000 Valid b. Indicator 2

Source : Pearson Correlation of Brand Image, Product Quality, Sales Promotion towards Customers Brand Loyalty Constructed in SPSS V19

In this survey, researcher use 30 respondents as sample for the validity test. Table 4.2 has show that 10 statements from the questionnaire, there are no statement that got criterion as invalid statements. As it has been stated in chapter three about validity test, the minimum score for variable to be valid is if r = 0.361 and if r < 0.361 that certain variable is not fulfill the requirement to be valid and it has to be eliminate from the research. And from the table 4.2 all variable already fulfill the requirement of r value have to be at least 0.361. 48

4.2.3 Respondent profile

1. Age

30 Frequency Percentage 20

0 15 years old 16-25 years old 26 - 35 years ≥ 35 years old old

Figure 4.2 Age Views (100 Respondents)

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 43.1 Grouping Respondents based on Age

Age Frequency Percentage

15 years old 27 27%

16-25years old 50 50%

26 – 35 years old 13 13%

≥ 35 years old 10 10%

Total 100 100%

Source: Primary Data-Microsoft Excel 2007 by Researcher

From Figure 4.3 it shows that the author distributes the questionnaire from the age 15-over 35 years old. And most people who fill the questionnaire are between 16- 25 years old with the percentage of 50% from 100 respondents. The data above 49 showed that most of the customer that bought es cream Magnum and fill up this questionnaire is the teenegers and adults. While the rest of them split into 3 categories distribution of age. 27% of the consumen or 27 respondents are in the range of 15 years old. 13% or 13 respondents are in the range of greater than 26 - 30 years old. And the smallest number is 10% or 10 respondents are in the range of age ≥ 35 years old.

2. Education

50 45 40 35 30

25 Frequency 20 Percentage 15 10 5 0 Junior High Senior High Bachelor Master Degree School School Degree

Figure 4.3 Education background (100 Respondents)

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.4.1 Grouping Respondents based on Education background

Education Frequency Percentage Junior High School 27 27% Senior High School 25 25% Bachelor Degree 43 43% Master Degree 5 5% Total 100 100%

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.4.1 and figure 4.4 shows the result of respondent profile: gender. There are 27% respondents come from junioe high school (SMP), 25% respondents come from senior high school (SMA), 43% respondents come from undergraduate (S1), 5% respondents come from Master degree (S2). It can be concluded that majority of the respondents are employee who has graduate from their Undergraduate (S1) degree.

3. Ocupation

80 70 60 50 40

30 Frequency 20 Percentage 10 0

Figure 4.4 Ocupation background (100 Respondents)

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.5.1 Grouping Respondents based on Ocupation background

Ocupation Frequency Percentage Student/Colleger 72 72% Employee 22 22% Businessman 4 4% House Wife 2 2% Total 100 100%

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.5.1 and figure 4.5 shows the result of respondent profile: ocuption. There are 72% respondents come from Student , 22% respondents come from employee, 4% respondents come from businessman, 2% respondents come from Housewife. It can be concluded that majority of the respondents are people who still in school or university.

4. Income

20 Frequency 15 Percentage 10

0 ≤ 2.000.000 2.100.000 - 2.500.000 - ≥ 3.000.000 2.500.000 3.000.000

Figure 4.5 Income background (100 Respondents)

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.6.1 Grouping Respondents based on Income background

Income Frequency Percentage ≤ 2.000.000 32 32% 2.100.000 - 2.500.000 30 30% 2.500.000 - 3.000.000 12 12% ≥ 3.000.000 26 26% Total 100 100%

Source: Primary Data-Microsoft Excel 2007 by Researcher

Table 4.12 and figure 4.4 shows the result of respondent profile: Income. There are 32% respondents come from ≤ 2.000.000 , 30% respondents come from 2.100.000 - 2.500.000, 12% respondents come from 2.500.000 - 3.000.000, 26% respondents come from ≥ 3.000.000. It can be concluded that majority of the respondents are people who still in have income ≥ 3.000.000 .

4.3 Descriptive Analysis for All Variables

Descriptive statistics show the mean and standard deviation on corporate image, user image, product image, and customer loyalty according to respondent responses. There are 10 questions in this study, 8 questions included three independent variables, which are brand image, product quality, and promotion 2 questions for dependent variable, which is customer brand loyalty.

1. Brand Image

Dimension of brand image consist of 3 indicators question. The respondent’s response about brand image can be seen through mean on the table 4.7, as follows: Table 4.7: Data processing mean valuen Brand Image No Indicators Mean 1 Magnum ice cream is the first brand to be remembered 4.08 2 Magnum ice cream has a good brand image 4.22 3 Branding in mall (baleho) with tag line ‘es krim pertama ku tak 4.16 terlupakan’ strengthen the brand Magnum in your mind Subtotal mean for brang image 4.15 Source: data processing, 2015

In Table 4.7 shows mean values between 4.08 - 4.22 indicate that brand image were strongly agreed and agree. For range 4.21 - 5.00 is Strongly Agree and for range 3.41 - 4.20 is Agree. More details show the subtotal mean value of this dimensions is 4.15. An indicator with the highest mean is second followed by

53 third indicator which has a mean value of 4.22, and 4.16, for the lowest mean value is first indicator with a mean value 4.08.

2. Product Quality

Dimension of product quality consist of 3 indicators question. The respondent’s response about product quality can be seen through mean on the table 4.8, as follows: Tabel 4.8: Data processing mean value Product Quality No Indicators Mean 1 Magnum ice cream has different flavours compared to 4.13 ice cream his general 2 Variants are offered according to the testes of the 4.10 consumers Subtotal mean for product quality 4.11

Source: data processing, 2015

In Table 4.8 shows mean values between 4.13 - 4.10 indicate product qulity were agreed. For range 3.41 - 4.20 is Agree. More details show the subtotal mean value of this dimensions is 4.11. An indicator with the highest mean is first indicator which has a mean value of 4.13, and for the lowest mean value is second indicator with a mean value

2. Sales Promotion

Dimension of sales promotion consist of 3 indicators question. In Table 4.9 mean values between 4.18 - 4.27 indicate that indicators of promotion were half strongly agreed and half agree. It shown by the average of the majority of respondents led to the approval of each indicator. More details show the subtotal mean value of this dimensions is 4.21. An indicator with the highest mean is first indicator which has a mean value of 4.27, and for the lowest mean value is thrid indicator with a mean value 4.18.

Tabel 4.9: Data processing mean value Promotion

No Indicators Mean 1 I always see the promotion on tv poster, baleho 4.18 2 The language used when promoting Magnum ice cream 4.19 can be received well 3 Ads that created magnum ice cream is very temting 4.27 Subtotal mean for promotion 4.21

Source: data processing, 2015

4. Customers Brand Loyalty

Dimension of customer brand loyalty consist of 2 indicators question. The respondent’s response about customers brand loyalty can be seen through mean on the table 4.10. In Table 4.10 shows mean values between 4.16 - 4.19 indicate that indicators of customers brand loyalty were agreed. An indicator with the highest mean is second indicator which has a mean value of 4.19, and for the lowest mean value is first indicator with a mean value 4.16.

Tabel 4.10: Data processing mean value Customer Brand Loyalty No Indicators Mean 1 I am interested in buying ice cream Magnumin the 4.16 future 2 I want to be a loyal customers for Magnum ice cream 4.19 Subtotal mean for customer brand loyalty 4.17

Source: data processing, 2014

4.5 Clasic Assumption Test

4.5.1 Normality

The use of multiple regression in every research or study as it statistical tools is necessary to test the normality of the data that used in the research. In this

55 research, the researcher used histogram and P-P plot (Probability-Probability plot) to test the normality of each data.

Figure 4.6: Histogram Histogram: Dependent Variable: Customers brand loyalty

From figure 4.7 it can be seen that the data is distributed normally because the line on histogram illustrate bell shape. From figure 4.7, shows that the plot is line close to the diagonal line and lining up along with the diagonal line which goes from lower left to upper right. It means that the data in the regressions model is fulfilling the requirement in the normality test.

Figure 4.7: Plot Histogram: Dependent Variable: Customers Brand Loyalt

4.5.2 Heteroscedascity Test

The data will fulfill the heteroskedasticity assumption test if the distribution of residual values toward the predicted values in the scatter plot is spread randomly and does not make certain pattern such as decreasing or increasing pattern. From figure 4.8, it shows that there is no pattern that occurs inside. The plots were spread randomly without creating a certain or systematic pattern such as decreasing or increasing pattern, it means there was no heteroscedasticity exist or occurs between independent variables and dependent variable.

Figure 4.8: Scatterplot Source: Primary Data – SPSS V.19

4.5.3 Multicolinearity Test

Table 4.11 : Multicolinearity Tabel

Coefficientsa

Collinearity Statistics

Toleranc

Model e VIF

1 (Constant)

Total_BI1 .779 1.283 Total_PQ2 .955 1.047

Total_P3 .788 1.269

a. Dependent Variable: Total_CBL4 Source: Primary Data – SPSS 1.9

Multicollinearity occurs when there is a linear en relationship among one or more of the independent variables. Multicollinearity suggests that several of independent variables are closely linked in some way. Once the collinear variables are identified, it may be helpful to study whether there is a causal link between the variables. The simplest way to resolve multicollinearity problems is to reduce the number of collinear variables until there is only one remaining out of the sets. From the table 4.11, it shows that both variable brand image (BIT), product quality (PQT), and sales promotion (PT) have variance inflation factor (VIF) values which less than 10. Also it has tolerance more than 0.1. It means that in this regressions model, the multicollinearity does not exist.

4.5 MULTIPLE REGRESSION

4.6.1 Multiple Regression Model

In order to explain relationship between dependent variable and independent variables, researcher is using multiple regression models, because the independent variable in this study is more than one. 58

Table 4.12: T-test tabel

Coefficientsa

Standardized Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta T Sig. Tolerance VIF

1 (Constant) 1.898 .901 2.107 .038

Total_BI1 .156 .056 .245 2.772 .007 .779 1.283

Total_PQ2 .064 .080 .063 .794 .429 .955 1.047

Total_P3 .315 .058 .480 5.460 .000 .788 1.269 a. Dependent Variable: Total_CBL4 Source: Primary Data – SPSS V.19

= + + + + e 푦 푏0 푏1푋1 푏2푋2 푏푋3 = 1.898 + 0.156 + 0.064 + 0.315 +

푌 푋1 푋2 푋3 푒 Where:

Y = Customers Brand Loyalty (CBL) X1 = Brand Image (BI) X2 = Product Quality (PQ) X3 = Sales Promotion (P) e = Random Eror

From the table 4.12, it has showed each significance value of each dependents variables and it shows which variables is significance and not significance. For Brand Image (Total_BI1) with significance value is 0.007 which is less than 0.1. It means that brand image variable have significance to customers brand loyalty. Significant value for Product Quality (Total_PQ2) is 0.429 which is greater than 0.1 it means that product quality has no significant with customers brand loyalty. The last is Sales Promotion (Total_P3) with significant value 0.000 which is less than 0.1 it means that promotion have significant with customers brand loyalty.

4.6.2 Coefficient of Determination

Table 4.13: R-square tabel Model Summaryb

Adjusted R Std. Error of the Model R R Square Square Estimate

1 a .645 .417 .398 .96352

a. Predictors: (Constant), Total_P3, Total_PQ2, Total_BI1

b. Dependent Variable: Total_CBL4

Source: Promary Data SPSS V.19

The coefficient of determination (R2) was essentially measure how much the ability of the model to explain the variations dependent variable. The coefficient of determination is between 0 (zero) and 1 (one). Table 4.13 shows the coefficient determination of the model. It shows that the R2 value was 0.417 means that it 41.7% of the customers brand loyalty change could be explained by brand image, product quality, and sales promotion.

4.5.3 F-Test F test is used to test the effect of all independent variables (brand image, product quality, and promotion) toward dependent variable (customers brand loyalty) simultaneously.

Table 4.14: F-test table

ANOVAb

Model Sum of Squares Df Mean Square F Sig.

1 Regression 63.626 3 21.209 22.845 .000a

Residual 89.124 96 .928

Total 152.750 99 a. Predictors: (Constant), Total_P3, Total_PQ2, Total_BI1 b. Dependent Variable: Total_CBL4

Source: Primary Data SPSS V.19 60

The H4 stated that there is a significant and positive relationship between brand image, product quality, and sales promotion towards customers brand loyalty in the F will be accepted significant value of the F test less than 0.1 and F value greater than 2.46. From table 4.11, it shows that the significance value was 0.000 which was lesser than 0.1 and the 22.845 is greater than 2.46 which is 22.845. It means that, all variables (brand image, product quality and sales promotion) significance influenced customers brand loyalty

4.5.4 T-Test

T test is used to determine the partial relationship of each independent variable toward dependent variable. The level of significance α is 0.05. H0 is rejected if t test value lower than α = 0.05 and H0 is accepted if t test value greater than α = 0.05. From the table 4.12, it shows significance value of each independent variables, following are the results :

1. Brand Image (Total_BI1) has t value 2.772 with significance value at 0.007 and the T value found in the table with α = 0.05 and n = 100, thus the t table found is 1.984. It means that brand image (Total_BI1) is significance toward the dependent variable, customer brand loyalty on

Magnum ice cream.H0.1 is rejected and Ha.1 is accepted from the hypothesis. 2. Product Quality (Total_PQ2) has t value .794 with significance value at 0.429 and the T value found in the table with α = 0.05 and n = 100, thus the t table found is 1.984. It means that product quality (Total_PQ2) is no significance toward the dependent variable, customer brand loyalty on

Magnum ice cream.Ho.1 is accepted and Hα.1 is rejected from the hypothesis. 3. Sales Promotion (Total_P3) has t value 5.460 with significance value at 0.000 and the T value found in the table with α = 0.05 and n = 100, thus the t table found is 1.984. It means that promotion (Total_P3) is significance toward the dependent variable, customer brand loyalty on

Magnum ice cream.Ha.1 is rejected and Ha.1 is accepted from the hypothesis.

From table 4.12, it can be conclude that among the three independent variables of customers brand loyalty dimensions, the most significant factor is Brand Image (Total_BI1) and Promotion (Total_P3). It can be seen at t column where brand image (Total_BI1) and Sales Promotion (Total_P3) in t column was 2.772 and

5.460 which is the highest among others independent variables. Where for the others independent variable ( product quality) which not significant towards customer brand loyalty on Magnum ice cream, those independent variables partially still give influence toward the customer brand loyalty as it still has values in t values as it showed in T table.

4.7 INTERPRETATION OF RESULTS

The majority of the samples are aged 16 – 25 years old with amount of 50 peoples (50%). The education background is dominated by Undergraduate (S1) with 43 peoples (43%). With income is dominated by ≤ 2.000.000 with 32%. The reliability test shows the values of Cronbach Alpha from every variable. Each variable’s Cronbach alpha values greater than 0.6 means that the questionnaires and all the questions are valid. It can be seen from the result of each variable. Cronbach alpha for Brand Image, Product Quality, and Sales Promotion is 0.894 which is all variables are greater than 0.6. It can be concluded that all variables used are reliable. The validity test shows that each variable are greater than 0.361 which is indicate moderate and all the significance is less than 0.05. The three independent variables (brand image, product quality and sales promotion) have been tested individuality through t-test. There are two variables that have significance with customers brand loyalty and one variable which has no significance with customers brand loyalty. The variable which has significance is

62 brand image and sales promotion with t- value is 2.772 and 5.460 and significance value is 0.007 and 0.000. Another variable which has no significance is product quality with t-value .794 and significance value is 0.429 which is greater than 0.1. It means that product quality variable have no significance to customers brand loyalty.

The Influence of Brand Image towards Customers Brand Loyalty

Hypothesis 1 testing results shows that variable brand image has significance on customers brand loyalty. It proves by results of significance level of 0.007. This means that brand image influences to customers brand loyalty on magnum ice cream. It means, brand image has give impact to customers brand loyalty. Consumers are very rarely only vieing from the product or service itself, but looking at it together with the brand names. The result, in understanding a product or service, consumers perception created by the brand.Research by Davis S. M (2000) showed that consumers brand loyalty is influenced by many factors like the brand is known / commonly used by consumers (33%). The result show that the brand image has significance with customers loyalty.

The Influence of Product Qualities towards Customers Brand Loyalty Hypothesis 2 testing results shows that variable product quality has no significance to customers brand loyalty. It proves by results of significance level of 0.429. This means that product quality does not influence to customers brand loyalty.

The Influence of Sales Promotions towards Customers Brand Loyalty Hypothesis 3 testing results shows that variable promotion has significance on customers brand loyalty. It proves by results of significance level of 0.000. This means that promotion no influence of customers brand loyalty. It means, brand image has give impact to customers brand loyalty. As a research conducted by Amanah (2011) entitled "Influence of Promotion and Brand Image (Image Products) towards Pepsodent Product Purchase Loyalty” said that Brand Image is helping the consumers to choose products or services desired. From the

63 description above, it can be concluded that, the company with all sorts of policies in the management will strive to maintain brand image and product and search for the appropriate marketing strategies formula. With appropriate marketing strategies, the product sales will be increased; market share will be expanded and could weaken the position of the competitors in the competition. So, the result show that promotion has significance with customers loyalty.

CHAPTER 5 Conclusions and Recommendatation.

5.1 Conclusion In this chapter, the researcher will present the conclusion which derived from the result of chapter 4. This analysis was held to fully understand the influence of Brand Image, Product Quality, and Sales Promotion has simultaneously and partially gives significant influence towards Customer Brand Loyalty. According to the results in chapter 4, the researcher concludes some conclusions as follows:

1. According to T test result, it can be seen that brand image had significant and positive partial influence towards customer brand loyalty. Brand Image (BI) has significance value of 0.007 which is less than 0.05. It means that brand image (BI) is significance toward the dependent variable, customer brad loyalty in Magnum ice cream. It

concluded that Ho.1 is rejected and Ha.1 is accepted from the hypothesis. 2. Product Quality (PQ) has no significance value of 0.429 which is greater than 0.05. It means that product quality (PQ) is not significance toward the dependent variable, customer brand loyalty in Magnum ice

cream. As a summary, Ho.2 is accepted and Ha.2 is rejected from the hypothesis. 3. According to T test result, it can be seen that sales promotion had significant and positive partial influence towards customer brand loyalty. Sales Promotion (P) has significance value of 0.000 which is less than 0.05. It means that sales promotion (P) is significance toward the dependent variable, customer brad loyalty in Magnum ice cream. It

concluded that Ho.1 is rejected and Ha.1 is accepted from the hypothesis.

4. According to F test result, it can be seen that the significance value of F test is 0.00 which is less than 0.05. From that results it can be concluded that (brand image, product quality and sales promotion) had simultaneously give significant and positive influence toward customer

brand loyalty. It means in this study the researcher will accept the Ha.4 and reject Ho.4.

Based on the result from the coefficient of determination, the adjusted R Square value is only 0.417 which means that from three variable which is brand image, product quality, and sales promotion only 41.7% give influence to customers brand loyalty, because just 2 variable brand image and promotion that has significant to customer brand loyalty and for product quality no significant to customer brand loyalty.

5.2 Recommendation

Based on those conclusions above and some finding in this study, there are some possible course of action may be identified. The following recommendations are offered as guidelines or suggestion for consideration and possible application for Magnum ice cream. The following recommendations are made:

1. To further researchers, hopefully they could explore more about another variables related to this topic so that they could get more varieties of result that could give significant influence towards Customer Brand Loyalty. 2. Magnum ice cream needs to maintain or increase the strategy to promote the product. As we know Magnum ice cream still a new in the food industry but already able to get the upper middle class in customers and for the price not too expensive and not too cheap. To the futre Magnum must make a new innovation for the product to make consument not move to another brand.

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Appendix 1: Main Questionnaire

The Influence of Brand Image, Product Wuality and Promotion towards Customers Brand Loyalty

(Case Study of Magnum ice cream)

January 2015

Nama saya Mega Dewanti Saputri, saya seorang mahasiswi dari President University. Saat ini saya sedang mengerjakan tugas akhir mengenai ''Pengaruh Brand Image, Product Quality, dan Promosi terhadap Customers Brand Loyalty''. Mohon kesediaan waktu bapak/ibu/sodara unuk menjawab pertanyaan yang telah disediakan. Skrpsi ini berjudul ''Pengaruh brand image, product quality, and promotion towards customers brand loyalty'' (Case Study Magnum ice ceam). Atas perhatian nya penelit megucapkan terimakasih.

Part I. Data Respondent

How old are you? Education

□ 15 tahun □ SMP □ SMA □ 16 – 25 tahun □ S1 □ 26 – 35 tahun □ S2 □ >35 tahun

Income Ocupation

□

□ Rp 2.100.000,- – Rp 2.500.000,- □ Karyawan

□ Rp 2.500.001,- - Rp 3.000.000,- □ Pengusaha

□ >Rp 3.000.000,- □ Ibu Rumah Tangga

Part II. Tata Cara Pengisian Kuesioner

Dalam sesi ini peneliti membutuhkan opini anda tentang citra merek, kualitas produk, dan promosi terhadap loyalitas pelamggam terhadap merek, Responden di Mohon untuk mengisi salah satu jawaban yang menurut anda benar. Berikut adalah keterangan untuk pilihan jawaban anda. a) Strongly Disagree = SD (Score 1) b) Disagree = S (Score 2) c) Netral = N (Score 3) d) Agree = S (Score 4) e) Strongly Disagree =SA (Score 5)

Filter Question

Do you know Magnum ice cream product ?

□ Yes

□ No ( Stop here )

BRAND IMAGE No Statement SD D N A SA Es krim Magnnum adalah merek pertama 1 yang saya ingat Es krim Magnum memiliki citra merek 2 yang baik Branding di Mall (papan nama) dengan selogan ''Es krim pertamaku..tak 3 terlupakan'' makin menguatkan merek Magnum di benak anda PRODUCT QUALITY Es krim Magnum memiliki citra rasa yang 2 berbeda dengan es krim pada umum nya Varian produk yang ditawarkan sesuai 3 selera para konsumen PROMOTION Saya sering melihat promo es krim 1 Magnum di layar tv, baleho atu media masa

Bahasa yang di gunakan saat 2 mempromosikan es krim Magnm dapat di mengerti dengan baik Iklan yang dibuat es krim Magnum sangat 3 menggoda CUSTOMERS BRAND LOYALTY Saya berminat membeli es krim Magnum 1 di masa mendatang Saya mau menjadi konsumen yang loyal 2 untuk es krim Magnum

Appendix 2: Data from Questionnaire

Data Pre-Test (30 Sample)

No bi1 bi2 bi3 bit pq1 pq2 pqt p1 p2 p3 pt cbl1 cbl2 cblt 1 1 3 1 5 3 4 7 3 4 3 10 3 4 7 2 1 1 1 3 4 4 8 2 3 4 9 4 4 8 3 1 1 1 3 2 3 5 4 4 4 12 3 3 6 4 1 3 1 5 2 3 5 2 4 1 7 2 2 4 5 1 1 1 3 2 2 4 3 3 2 8 2 2 4 6 1 1 1 3 2 4 6 4 4 4 12 2 4 6 7 2 3 3 8 4 4 8 4 4 4 12 4 4 8 8 1 1 1 3 3 3 6 4 4 2 10 2 2 4 9 2 3 4 9 4 5 9 4 5 3 12 4 4 8 10 1 3 1 5 5 4 9 4 3 3 10 3 3 6 11 1 2 1 4 3 3 6 3 3 4 10 3 3 6 12 1 3 1 5 4 3 7 4 3 3 10 4 3 7 13 1 3 4 8 4 4 8 4 4 4 12 4 4 8 14 1 1 1 3 5 5 10 5 5 3 13 2 4 6 15 1 1 1 3 2 2 4 3 4 2 9 2 2 4 16 1 3 4 8 4 5 9 5 4 3 12 3 5 8 17 1 1 1 3 3 3 6 4 5 4 13 4 4 8 18 1 1 1 3 5 5 10 4 5 5 14 5 4 9 19 1 3 3 7 4 2 6 4 4 2 10 3 3 6 20 1 1 3 5 4 2 6 4 4 2 10 4 2 6 21 1 1 1 3 3 4 7 4 3 4 11 4 3 7 22 2 4 4 10 4 4 8 5 5 5 15 3 4 7 23 2 3 2 7 3 3 6 3 4 5 12 3 4 7 24 1 1 1 3 3 4 7 3 4 5 12 3 4 7 25 1 2 1 4 3 2 5 3 3 3 9 3 2 5 26 2 3 3 8 1 1 2 1 2 1 4 1 1 2

27 1 1 1 3 2 1 3 2 2 2 6 1 2 3 28 2 3 4 9 4 5 9 4 5 4 13 4 5 9 29 1 1 1 3 4 4 8 4 4 3 11 4 4 8 30 2 5 3 10 2 3 5 3 4 3 10 4 3 7

Data Questionnaire (100 sample)

PQ PQ CBL CBL No BI 1 BI 2 BI 3 BT 1 2 PQT P 1 P 2 P 3 PT 1 2 CBLT 1 3 3 4 3.333 4 4 4 4 4 4 4 4 2 3 2 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 4 5 4 4.333 4 3 3.5 4 4 4 4 4 4 4 4 4 4 4 4 2 4 3 3 3 4 3.333 4 3 3.5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 6 4 4 4 4 4 3 3.5 4 4 4 4 4 4 4 7 4 4 4 4 3 3 3 3 3 4 3.333 4 4 4 8 4 4 4 4 4 2 3 3 3 5 3.667 4 3 3.5 9 4 4 4 4 4 4 4 2 2 5 3 4 3 3.5 10 5 5 5 5 4 3 3.5 4 4 4 4 5 3 4 11 4 4 4 4 4 5 4.5 3 3 3 3 4 3 3.5 12 5 5 5 5 4 4 4 5 5 5 5 5 4 4.5 13 4 4 4 4 2 3 2.5 4 4 4 4 4 4 4 14 3 3 3 3 4 4 4 3 3 4 3.333 3 2 2.5 15 4 4 4 4 4 5 4.5 4 4 5 4.333 4 4 4 16 4 4 4 4 3 4 3.5 5 5 4 4.667 4 4 4 17 4 4 4 4 4 3 3.5 4 4 4 4 4 5 4.5 18 4 4 4 4 4 4 4 3 3 4 3.333 4 4 4 19 4 4 4 4 4 4 4 4 4 3 3.667 4 3 3.5 20 5 5 4 4.667 4 4 4 4 4 4 4 4 4 4 21 5 5 3 4.333 3 4 3.5 4 4 4 4 3 4 3.5 22 4 4 4 4 5 5 5 4 4 2 3.333 4 3 3.5 23 4 4 4 4 1 1 1 5 5 4 4.667 4 5 4.5 24 3 3 1 2.333 3 4 3.5 1 1 2 1.333 1 1 1 25 4 4 4 4 4 5 4.5 4 4 4 4 4 4 4 26 5 5 5 5 3 4 3.5 5 5 5 5 5 5 5 27 5 5 4 4.667 4 4 4 4 4 5 4.333 4 4 4 28 4 4 4 4 4 4 4 4 4 4 4 4 4 4 29 4 4 4 4 4 4 4 4 4 4 4 4 4 4 30 4 4 4 4 5 5 5 4 4 4 4 4 4 4 31 5 5 5 5 5 5 5 4 4 4 4 5 5 5 32 5 5 5 5 5 5 5 5 5 5 5 5 5 5 33 5 4 4 4.333 5 5 5 5 4 4 4.333 4 4 4 34 4 4 4 4 5 2 3.5 5 5 5 5 4 4 4 35 4 5 5 4.667 4 5 4.5 5 4 5 4.667 5 4 4.5 36 5 5 5 5 4 4 4 5 5 5 5 4 5 4.5 37 4 4 4 4 4 4 4 4 4 5 4.333 4 5 4.5 78

38 2 5 5 4 4 5 4.5 2 2 2 2 2 5 3.5 39 2 4 5 3.667 5 2 3.5 5 4 5 4.667 4 5 4.5 40 5 5 5 5 4 4 4 4 4 5 4.333 4 4 4 41 4 5 5 4.667 4 5 4.5 4 4 5 4.333 4 4 4 42 5 5 4 4.667 4 4 4 5 4 4 4.333 5 4 4.5 43 4 5 4 4.333 4 5 4.5 4 4 5 4.333 4 4 4 44 5 5 5 5 4 2 3 5 5 5 5 5 2 3.5 45 5 2 4 3.667 4 5 4.5 2 5 5 4 5 4 4.5 46 4 4 5 4.333 4 4 4 5 5 5 5 5 4 4.5 47 4 5 4 4.333 5 4 4.5 5 4 4 4.333 4 4 4 48 4 5 5 4.667 4 4 4 5 5 5 5 5 4 4.5 49 4 5 5 4.667 4 5 4.5 5 5 5 5 5 5 5 50 5 2 1 2.667 4 4 4 5 4 5 4.667 2 5 3.5 51 4 5 4 4.333 5 4 4.5 4 4 5 4.333 4 4 4 52 4 4 4 4 4 4 4 5 4 4 4.333 4 5 4.5 53 4 5 4 4.333 4 4 4 5 4 4 4.333 4 4 4 54 4 5 4 4.333 4 4 4 5 5 4 4.667 4 4 4 55 4 4 4 4 4 4 4 4 4 4 4 4 5 4.5 56 5 5 5 5 4 5 4.5 5 4 4 4.333 5 5 5 57 4 2 2 2.667 5 5 5 5 4 5 4.667 2 4 3 58 4 5 5 4.667 4 5 4.5 4 5 5 4.667 4 4 4 59 5 5 5 5 5 5 5 5 5 5 5 5 5 5 60 4 4 5 4.333 4 4 4 4 4 5 4.333 5 4 4.5 61 4 4 4 4 5 5 5 5 4 4 4.333 4 5 4.5 62 2 2 2 2 4 2 3 2 5 2 3 2 5 3.5 63 2 4 4 3.333 5 4 4.5 5 4 4 4.333 5 5 5 64 2 4 4 3.333 4 5 4.5 4 5 4 4.333 5 2 3.5 65 1 1 1 1 5 2 3.5 2 4 5 3.667 4 5 4.5 66 4 4 4 4 4 4 4 4 4 4 4 4 5 4.5 67 5 5 4 4.667 4 5 4.5 5 4 4 4.333 4 4 4 68 4 4 4 4 5 4 4.5 4 5 4 4.333 5 5 5 69 4 4 5 4.333 4 4 4 4 5 5 4.667 5 5 5 70 2 4 4 3.333 4 4 4 4 4 4 4 4 4 4 71 5 4 4 4.333 5 4 4.5 4 4 5 4.333 5 5 5 72 4 4 4 4 4 4 4 4 4 5 4.333 4 4 4 73 4 4 4 4 5 5 5 4 5 2 3.667 4 2 3 74 4 4 5 4.333 5 2 3.5 2 5 5 4 4 5 4.5 75 5 4 5 4.667 4 4 4 4 4 1 3 4 5 4.5 76 5 4 4 4.333 4 4 4 4 4 4 4 4 4 4 77 5 4 4 4.333 4 4 4 4 4 4 4 4 4 4

78 4 4 4 4 4 4 4 4 4 4 4 4 4 4 79 5 4 4 4.333 4 5 4.5 5 4 4 4.333 4 5 4.5 80 4 5 4 4.333 5 3 4 5 4 5 4.667 5 5 5 81 5 2 4 3.667 4 4 4 2 4 5 3.667 4 5 4.5 82 4 5 4 4.333 5 4 4.5 5 4 4 4.333 4 4 4 83 5 5 5 5 5 5 5 5 5 5 5 5 5 5 84 2 4 4 3.333 5 5 5 5 5 5 5 4 4 4 85 5 5 5 5 4 5 4.5 5 5 5 5 5 5 5 86 4 4 4 4 4 5 4.5 4 4 4 4 5 4 4.5 87 4 4 5 4.333 5 4 4.5 5 4 4 4.333 4 5 4.5 88 4 5 4 4.333 5 5 5 4 5 4 4.333 5 5 5 89 5 4 5 4.667 4 5 4.5 5 5 4 4.667 5 4 4.5 90 5 4 4 4.333 5 5 5 5 4 4 4.333 4 5 4.5 91 4 5 5 4.667 4 5 4.5 4 5 5 4.667 5 5 5 92 4 5 5 4.667 4 4 4 5 5 5 5 4 5 4.5 93 2 5 5 4 4 4 4 4 5 5 4.667 5 5 5 94 4 4 4 4 4 4 4 4 4 4 4 4 4 4 95 5 4 4 4.333 4 4 4 5 5 5 5 4 4 4 96 5 5 4 4.667 4 5 4.5 5 5 5 5 4 4 4 97 4 5 4 4.333 4 4 4 4 4 4 4 4 5 4.5 98 4 4 5 4.333 4 5 4.5 5 5 5 5 5 5 5 99 4 5 5 4.667 4 5 4.5 5 4 4 4.333 4 5 4.5 100 4 4 4 4 4 4 4 5 4 4 4.333 4 4 4

Appendix 3: SPSS Calculation

Result of Realibility Testing

Reliability Statistics

Cronbach's Alpha Based on Cronbach's Standardized Alpha Items N of Items

.849 .854 10

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

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

Item-Total Statistics

Cronbach's Scale Mean if Scale Variance if Corrected Item- Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted

bi1 27.5667 41.840 .335 .677 .852

bi2 26.7000 38.838 .258 .547 .864

bi3 26.9333 35.995 .435 .678 .849

pq1 25.5333 35.085 .621 .638 .829

pq2 25.4333 32.668 .745 .792 .815

p1 25.2667 36.064 .617 .662 .830

p2 24.9667 36.654 .648 .602 .829

p3 25.5667 35.357 .537 .697 .837

cbl1 25.7000 35.528 .622 .535 .829

cbl2 25.5333 33.430 .804 .842 .812

Result of Validity Testing

Correlations

bi1 bit

bi1 Pearson Correlation 1 .794**

Sig. (2-tailed) .000

N 30 30

bit Pearson Correlation .794** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

bit bi2

bit Pearson Correlation 1 .894**

Sig. (2-tailed) .000

N 30 30

bi2 Pearson Correlation .894** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

bit bi3

bit Pearson Correlation 1 .905**

Sig. (2-tailed) .000

N 30 30

bi3 Pearson Correlation .905** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

pq1 pqt pq1 Pearson Correlation 1 .900**

Sig. (2-tailed) .000

N 30 30 pqt Pearson Correlation .900** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

pqt pq2 pqt Pearson Correlation 1 .919**

Sig. (2-tailed) .000

N 30 30 pq2 Pearson Correlation .919** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

p1 pt p1 Pearson Correlation 1 .823**

Sig. (2-tailed) .000

N 30 30 pt Pearson Correlation .823** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

pt p2 pt Pearson Correlation 1 .812**

Sig. (2-tailed) .000

N 30 30 p2 Pearson Correlation .812** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

pt p3 pt Pearson Correlation 1 .788**

Sig. (2-tailed) .000

N 30 30 p3 Pearson Correlation .788** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

cbl1 cblt cbl1 Pearson Correlation 1 .879**

Sig. (2-tailed) .000

N 30 30 cblt Pearson Correlation .879** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

cblt cbl2

cblt Pearson Correlation 1 .884**

Sig. (2-tailed) .000

N 30 30

cbl2 Pearson Correlation .884** 1

Sig. (2-tailed) .000

N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

Model Summaryb

Adjusted R Std. Error of the Model R R Square Square Estimate

1 a .645 .417 .398 .96352 a. Predictors: (Constant), Total_P3, Total_PQ2, Total_BI1 b. Dependent Variable: Total_CBL4

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 63.626 3 21.209 22.845 .000a

Residual 89.124 96 .928

Total 152.750 99 a. Predictors: (Constant), Total_P3, Total_PQ2, Total_BI1 b. Dependent Variable: Total_CBL4