THE IMPACT OF BRAND EQUITY AND PRICE TOWARDS CUSTOMER PURCHASE DECISION IN LOW COST AIRLINES

(A CASE STUDY OF AIRASIA, – ROUTE)

By

Fazrul Rahman

ID No. 014201200185

A skripsi presented to the

Faculty of Business President University Inpartial fulfillment of the requirements for Bachelor Degree in Economics Majoring Management October 2016

PANEL OF EXAMINERS APPROVAL SHEET

The panel of examiners declared that the skripsi entitled “THE IMPACT OF BRAND EQUITY AND PRICE TOWARDS COSTUMER PURCHASE DECISION IN LOW COST AIRLINES (A STUDY CASE OF INDONESIA AIRASIA, JAKARTA – DENPASAR ROUTE)” that was submitted by Fazrul Rahman majoring in Management from the Faculty of Business was assessed and approved to have passed the Oral Examinations on December 14, 2016.

Miftah Zikri, M.Sc Chair – Panel of Examiners

Dr. Ir. Yunita Ismail Masjud, M.Si Examiner 2

Filda Rahmiati, MBA Examiner 3 SKRIPSI ADVISER RECOMMENDATIONLETTER

This skripsi entitled “THE IMPACT OF BRAND EQUITY AND PRICE TOWARD COSTUMER PURCHASE DECISION IN LOW COST AIRLINES (A STUDY CASE OF AIR ASIA INDONESIA IN JAKARTA – DENPASAR ROUTE)” prepared and submitted by Fazrul Rahman in partial fulfillment of the requirements for the degree of Bachelor in the Faculty of Business has been reviewed and found to have satisfied the requirements for a skripsi fit to be examined. I therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia, December 14, 2016

Acknowledged by, Recommended by,

Dr. Dra. Genoveva, M.M Miftah Zikri, M.Sc Head of Management Study Program Skripsi Adviser

DECLARATION OF ORIGINALITY

I declare that this skripsi, entitled “THE IMPACT OF BRAND EQUITY AND PRICE TOWARD COSTUMER PURCHASE DECISION IN LOW COST AIRLINES (A STUDY CASE OF INDONESIA AIRASIA, JAKARTA – DENPASAR ROUTE) is, to the best of my knowledge and beliefs, an original piece of work that has not been submitted, either in whole or in a part, to another university to obtain a degree.

Cikarang, Indonesia, December 14, 2016

FazrulRahman

ABSTRACT

This research is aimed to analyze Brand Equity and Price toward Customer Purchase Decision that is measure through Brand Awareness, Brand Association, Perceived Quality, and Price with Customer Purchase Decision. Brand Equity and price can be referred to the result of branding strategy and promotion of implementation in Low Cost Airlines business operation for achieving a business growth. Methodology used in this research is quantitative approach with descriptive method by using primarily data and questionnaire is the research instrument. The sampling technique used is non-probability technique with accidental sampling method and the sample size is 200 respondents. Descriptive research and multiple regression analysis are adopted as tool for analysis in this research with significant level of 0.05. The result of research shows that Brand equity and Price has partially and simultaneously influence with Customer Purchase Decision and contribution of Brand Equity and Price toward Customer purchase Decision is shown by coefficient of determination value in which Brand Equity and Price has influence 71.3% on customer purchase decision, the rest 29.7 is influenced by other factor that are not included in this research such as Brand Loyalty and Promotion. Thus Brand Equity and Price result of Branding image implementation in low cost Airlines business operation has partially significant contribution to influence the Customer Purchase Decision of Customers in the market.

Keyword: Low Cost Airlines, Brand Equity, Price, Purchase Decision, Branding strategy.

ACKNOWLEDGEMENT

“In The Name of ALLAH, The Most Gracious, The Most Merciful”

Alhamulillahirabbilalamin, Praise and great gratitude submitted to almighty Allah SWT who always gives the writer gracious mercy and tremendous blessing that with the tears of happiness, the moment that I wait for a long time is finally come true. This is the moment that they have helped me to finishing this research entitled “The Impact of Brand Equity and Price Towards Customer Purchase Decision in Low Cost Airline (A Study Case of Indonesia AirAsia, Jakarta – Denpasar Route)”. This skripsi is arranged to fulfill the requirements for obtaining bachelor’s degree, in Management study program, Faculty of Business, President University. On this occasion with great humility, I would like to thank you to all of those who have given me help, contribution and guidance so that this skripsi can be finished. Completion of writing of this skripsi, the author would like to thank to: 1. Allah SWT with his blessing and merciful that allows me seeking precious knowledge up until higher level as well as has helped me to finish this skripsi. 2. My beloved parents Tetta and Mama for their love, as the best parents ever in this world and always pray, encouraging, giving material I needed, working hard, always trying to do the best, to support me and giving the happiness in my life, and always give me advices and motivation so I can finish my study. They are hero of my heart whom I will not regret in this life. 3. My brother and sister Annisa Fathir Rahman, Fazhluur Rahman, Sartika Fathir Rahman, Bagus Guntur Wibowo, and Mirna, thanks for your love and support and giving motivation for me during this skripsi and my study. 4. My Uncles, Aunties, and Cousins, thank you for helping, support and motivated me during my study. 5. My Thesis Adviser, Mr. Sonny Vinn Sutedjo, S.E., M.M as the greatest adviser that I know, thank you for your guidance, attention, patience and kindness during the process of writing and finishing this skripsi, Thanks for your good advice and valuable input. I’m so proud to have you as my skripsi adviser. 6. My Friendly lecturer, Mr. Orlando Santos MBA and Mrs. Genoveva, the person who always helps and inspires me gains knowledge in university life with simplest ways. Thanks for your guidance, care, time, and kindness; you are the best and friendliest lecturer ever. 7. Dearest my best Friends Asty Nur Utami, Septian Arya, Arham Rezkiawan, Muh. Erwin, Achmad Fauzan, Takalar Presuniv, Society Presuniv and Sliber TKL, thank you for your support during this skripsi and my study period, and thanks for being my family in last 4 years. 8. My fellow Jakarta Internship Team, Ilham Ridwani, Michael Tiopan, Zani Patria Akbar, Steven Boy, Christian Ebenheizer, Pradana Adlu, Miftahul Fikri, Dudi Afriyanaldi, Andra Martha, as the best friends for sharing the experiences from become Internship Employee until finishing my study. 9. Eldy, Fathur, Aidil, Jamal and the other Gaple team, thank you for your night life to playing Gaple during this skripsi, and your Acehnese accent that makes me always laughing. 10. Naga Hitam Riverside, thanks for being my family in my university life, thank you for your laughs, togetherness, and craziness. I hope our brotherhood will not give up until we are older. Keep in touch brader!

11. All of the lecturers who have given my precious insight, shaped critical mindset for me to be a sustainable leader in near future. All of you are indeed unique so that I can learn how to see a thing from different point of view.

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET ...... i DECLARATION OF ORIGINALITY ...... ii SKRIPSI ADVISERRECOMMENDATION LETTER ...... iii ABSTRACT...... iv ACKNOWLEDGEMENT ...... v TABLE OF CONTENTS ...... 8i LIST OF TABLES ...... ix LIST OF FIGURES ...... x CHAPTER I - INTRODUCTION ...... 1 1.1. Background of the Study...... 1 1.2. Problem Identification...... 8 1.3. Statement of Problem...... 9 1.4. Research Objectives...... 9 1.5. Significance of Study...... 10 1.6. Scope and Limitation of the Study...... 10 1.7. Definition of Terms...... 11 CHAPTER II – LITERATURE REVIEW ...... 12 2.1. Theoretical Review...... 12 2.2. Influence of Independent variables on Dependent variables...... 23 2.3. Previous Research...... 26 2.4. Theoretical Framework ...... 29 2.5. Hypothesis...... 30 CHAPTER III – RESEARCH METHODOLOGY ...... 31 3.1. Research Design...... 31 3.2. Research Framework...... 33 3.3. Research Instrument...... 35 3.4. Sampling Design...... 43 3.5. Statistical treatment...... 44 3.6. Validity and Reliability...... 46 3.7. Descriptive Analysis...... 49 3.8. Multiple Regression Analysis...... 50 CHAPTER IV – ANALYSIS AND INTERPRETATION...... 57 4.1. Company Profile ...... 57 4.2. Validity and Reliability ...... 59 4.3. Descriptive Analysis ...... 67 4.4. Multiple Regression Analysis ...... 85 4.5. Hypothesis Testing Result ...... 91 4.6. Interpretation of Result ...... 95 CHAPTER V – CONCLUSION AND RECOMMENDATION ...... 97 5.1. Conclusion ...... 97 5.2. Recommendation ...... 99 REFERENCES ...... 101 APPENDIX A - QUESTIONNAIRE ...... 105 APPENDIX B – RAW DATA ...... 115 APPENDIX C – SPSS OUTPUT ...... 127

LIST OF TABLES

Table 1.1 List of Scheduled Commercial Airlines in 2015 ...... 3 Table 1.2 Top Brand Index of Low Cost Airlines in Indonesia ...... 5 Table 1.3 Market Share of Indonesia AirAsia, Jakarta – Denpasar route ...... 7 Table 2.1 Benefit of Strong Brands ...... 13 Table 2.2 Previous Research ...... 26 Table 3.1 Operational Defnition ...... 38 Table 3.2 Internal Consistency of Cronbach Alpha ...... 49 Table 3.3 Class of Analysis Descriptive Mean ...... 50 Table 4.1 Pearson Correlation Coefficient of Brand Awareness ...... 60 Table 4.2 Pearson Correlation Coefficient of Brand Association ...... 61 Table 4.3 Pearson Correlation Coefficient of Perceived Quality...... 62 Table 4.4 Pearson Correlation Coefficient of Price ...... 62 Table 4.5 Pearson Correlation Coefficient of Customer Purchase Decision .. 63 Table 4.6 Cronbach Alpha Coefficient of Brand Awareness ...... 64 Table 4.7 Cronbach Alpha Coefficient of Brand Association ...... 65 Table 4.8 Cronbach Alpha Coefficient of Perceived Quality ...... 65 Table 4.9 Cronbach Alpha Coefficient of Price ...... 66 Table 4.10 Cronbach Alpha Coefficient of Customer Purchase Decision ...... 66 Table 4.11 Respondent Profile: Gender ...... 67 Table 4.12 Respondent Profile: Age ...... 68 Table 4.13 Respondent Profile: Marital Status ...... 69 Table 4.14 Respondent Profile: Income Per Month ...... 70 Table 4.15 Respondent Profile: Education ...... 72 Table 4.16 Lkert Scale ...... 73 Table 4.17 Descriptive Statistics ...... 84 Table 4.18 Multicollinearity test: Tolerance and VIF Value ...... 88 Table 4.19 Multiple Regression Analysis: Coefficient ...... 89 Table 4.20 Multiple Regression Analysis: F-test (ANOVA) ...... 93 Table 4.21 Multiple Regression Analysis: Coefficient of Determination (R2) 94 LIST OF FIGURES

Figure 1.1 Indonesia AirAsia Seat Load Factor 2011- 2015 ...... 6 Figure 2.1 Brand Equity Model ...... 14 Figure 2.2 Brand Awareness Pyramid ...... 16 Figure 2.3 Customer Purchase Decision Process ...... 24 Figure 2.4 Theoretical Framework...... 29 Figure 3.1 Research Framework ...... 35 Figure 3.2 Data Collection Method ...... 36 Figure 3.3 Likert Scale ...... 44 Figure 4.1 Respondent Profile: Gender ...... 68 Figure 4.2Respondent Profile: Age ...... 69 Figure 4.3 Respondent Profile: Marital Status ...... 70 Figure 4.4 Respondent Profile: Income Per Month ...... 71 Figure 4.5 Respondent Profile: Education ...... 72 Figure 4.6 Brand Awareness Statement 1 ...... 73 Figure 4.7 Brand Awareness Statement 2 ...... 74 Figure 4.8 Brand Awareness Statement 3 ...... 74 Figure 4.9 Brand Awareness Statement 4 ...... 75 Figure 4.10 Brand Association Statement 1 ...... 75 Figure 4.11 Brand Association Statement 2 ...... 76 Figure 4.12 Brand Association Statement 3 ...... 76 Figure 4.13 Brand Association Statement 4 ...... 77 Figure 4.14 Perceived Quality Statement 1 ...... 77 Figure 4.15 Perceived Quality Statement 2 ...... 78 Figure 4.16 Perceived Quality Statement 3 ...... 78 Figure 4.17 Perceived Quality Statement 4 ...... 79 Figure 4.18 Price Statement 1 ...... 79 Figure 4.19 Price Statement 2 ...... 80 Figure 4.20 Price Statement 3 ...... 80 Figure 4.21 Price Statement 4 ...... 81 Figure 4.22 Customer Purchase Decision Statement 1 ...... 81 Figure 4.23 Customer Purchase Decision Statement 2 ...... 82 Figure 4.24 Customer Purchase Decision Statement 3 ...... 82 Figure 4.25 Customer Purchase Decision Statement 4 ...... 83 Figure 4.26 Normality Test: Histogram ...... 85 Figure 4.27 Normality Test: Probability Plot ...... 86 Figure 4.28 Heterocedasticity Test: Scatterplot ...... 87

CHAPTER I

INTRODUCTION

1.1 Background of the study

1Currently, the field of transportation in Indonesia is progressing very quickly, especially in the field of business aviation. High customer demand for the use of air transportation made several Aviation companies in Indonesian to compete to attract customers as much to achieve the targets set by the company, and therefore many aviation industries using the Low-Cost Carrier strategy in the company within a few years, the aviation business has reached a high level in the field of transportation, it can be seen in terms of the customer's choice of transportation that will be used for traveling or business, this is because the amount of the provision of cheap fares and the service quality by airline that embracing the Low- Cost Carrier strategy.

2In this globalization era, companies are required to have to be able to act quickly and appropriately in the facing the competition in the business environment. As a condition to be fulfilled by each company in order to reach the target and successes in a competitive business, companies should strive to achieve the goal to dominate existing markets and also have to retain customers. That the requirement to be met, the company must optimize its assets. One important asset that is owned by the company is the brand. This forced the company to increase the brand equity of the company. Companies are required to attract customers that will result in increased sales and increase profits for companies. Companies should utilize its advantages well to maintain the viability of the company in the long term.

1 Rappler.com(2016) 2 http://www.suara.com/news/2016/05/21/155946/pengamat-kita-banggakan-pertumbuhan- penumpang-tapi-abaikan-sdm The development of air transport in the era of globalization makes people's desire to use the services of the airline to travel to the place that is far higher. Reviewing the importance of the use of air transport services, the airlines should compete to attract customers to be aware of its brand image and directly choose to use their services. Various strategies designed to improve the facilities, services, and quality, which can cause customer satisfaction with the quality of services offered and do not switch to a competitor.

3The increasing rate of growth every year in the tourism sector provides good impact on the air transportation business, especially on the airline that operating in Indonesia, Increased level of popularity of tourism areas in Indonesia including province of Bali as the most popular destination for domestic and foreign tourists, this makes the air transport services company in Indonesia compete to provide good service and provide routes for flights Jakarta - Denpasar. One of them is Indonesia AirAsia that provides service flights Jakarta - Denpasar as the most desirable among other routes domestically.

The services provided by airlines operating strategy of the Low-Cost Carrier is very different when compared with the airlines that operating full service carrier, one of the different is the baggage restrictions enacted to passengers who use low-cost airlines. In addition, airport tax, food and beverages are not included in the service airlines operating low cost carrier, and therefore to obtain the good service, passengers must pay an extra fee to the airlines (Handbook of Low-Cost Airlines, 2009)

Until 2014, there are two types of segmentation of aviation services in Indonesia which is Full Service Carrier airlines; the airline of this type is more expensive to fix prices by offering good facilities, the second is the Low Cost Carrier airlines which is much cheaper price to give a very

3 http://balitribune.co.id/content/bps-catat-jumlah-wisatawan-bulan-agustus-mengalami- peningkatan minimal facilities. Figure 1 below will show the comparison about two of airlines business model that conducted in Indonesia, which is Low-Cost Carrier/Airlines (LCC) and Full-Service Carrier/Airlines (FSC).

Table 1.1

List of Scheduled Commercial Airlines in 2015

No. Airlines Owned Status 1 Asi Pudjiastuti Private Low Cost Carrier 2 Mandiri Private Low Cost Carrier 3 Batik Indonesia Airlines Private Full Service 4 Indonesia Private Low Cost Carrier 5 State owned Full Service, 6 Indonesia AirAsia Private Low Cost Carrier 7 Private Low Cost Carrier 8 Lion Mentari Airlines Private Low Cost Carrier 9 Mandala Tiger Air Private Low Cost Carrier 10 Nam Air Private Low Cost Carrier 11 Service Private Low Cost Carrier 12 Private Low Cost Carrier 13 Private Low Cost Carrier 14 Transnusa Aviation Mandiri Private Low Cost Carrier 15 Travel Express Aviation Private Low Cost Carrier 16 Service Private Low Cost Carrier 17 Wings Abadi Private Private Low Cost Carrier Source: Official Document of Organization for Economic Co-operation and Development (OECD), 2015

4based on the table 1.1 above, it can be seen that of the 17 commercial airlines operating in Indonesia (domestic) by 2015, only two (2) airlines

4 http://www.oecd.org/officialdocuments/publicdisplaydocumentpdf/?cote=DAF/C OMP/WD/2014/70&docLanguage=En that belong to the category of full service. As many as 15 other airlines are low cost carriers. In other words, almost all airlines that operate on domestic flights in Indonesia are low cost carriers.

A cheap Ticket on air transport services is an important aspect for an airline to provide services to customers who will use air transportation in Indonesia and abroad. Cheap Tickets to be one of the considerations and benchmarks for the customer to determine which airline they choose, this low tariff strategy has also provided an opportunity for middle and lower class customers to be able to use air transport services (Friesen 2006, pp. 104-107)

To run an airlines strategy to be successful, companies are required to improve and maintain a competitive position in the airline business, then every company should take advantage of the opportunities well, one of the ways should be done by the company to attract customers is price competition of airlines ticket. This is because growth in the usage of the low-cost carrier airline increased significantly in Indonesia. Therefore, the role of prices is very influential on use of air transport services today.

Decision-making on the customer to choose the airlines that offer air transportation services will lead to different perspectives of each customer in choosing airlines that will be used. people who are not too aware of the low-cost carrier business strategy will not care about the services provided by the airlines that use the Low-Cost Carrier strategy, but only see the prices offered by the airline, therefore very necessary consideration on by the customer to choose air transport services that will be used for the comfort and safety of passengers (The evolution of Airlines Business Model, 2011)

In this competitive market conditions, the company that wants to compete and win the competition trying to grab market share, by optimizing its assets. Indonesia AirAsia as a new brand in the field of is also growing to optimize its performance; one of the assets to achieve these conditions is the brand.

According to Kotler 2008, a well-known brand will have a prominent position in a competition because it is supported by a variety of strong Association. If a company has good brand equity it will cause Brand awareness, Brand Association, perceive Quality and Brand Loyalty on customers who have used the product or service that has been provided by the airline. This affects the brand image of airlines that implemented Low- Cost Carrier strategy in enhancing the growth of its customers.

Table 1.2 Top Brand Index of Low Cost Airlines in Indonesia

Brand 2012 2013 2014 2015 Notes 25,9 % 30,8 % 32,3 % 35,1 % TOP Brand (2012-2014) Indonesia 7,8 % 9,9 % 10,8 % 8,7 % - Air Asia Sriwijaya Air 4,4 % 5,8 % 4,0 % 4,4 % - Citilink - 0,8 % 2,7 % 4,4 % -

Merpati 3,8 % 3,8 % 2,5 % - - Source: Topbrandawards.com, 2015

A brand needs to be managed properly so that the brand equity is not declining. Seen from table 1.2 above, there are five companies of Low- Cost Carrier airlines that operated in Indonesia, which is Lion Air, Indonesia Air Asia, Sriwijaya Air, Citilink, Merpati Nusantara. Lion Air has always reached the top position in the last 4 years, and the second position is Air Asia Indonesia.

Based on the achievement of Indonesia AirAsia over the last 4 years with second place, it shows that in 2012 to 2014 the growth index of passengers increasing every year, and decreased in 2015. This shows that the brand of Air Asia Indonesia has not dominated the domestic market in the use of low cost carrier aviation services in Indonesia.

The problems faced by Indonesia AirAsia above can be authors concluded was the result of Indonesia AirAsia brand equity that has not been too high impact on consumers. One of the points that become KPI (Key Performance Indicator) of Indonesia AirAsia every year is Seat Load Factor (SLF). SLF can be defined as the number of paying passengers carried as a percentage of seats availability. In layman, SLF can be interpreted as a number indicating the aircraft load factors. As seen in the figure 1.1 below, in 4 (four) years, from 2012 to 2015, none of the specified target is reached by the Seat Load Factor.

Graphic 1.1 Indonesia AirAsia Seat Load Factor 2011 - 2015

100% 85% 88% 81% 84% 80% 80% 77% 77% 78% 76% 60% 70%

40% Target Realization 20%

0% 2011 2012 2013 2014 2015 Year

Source: Indonesia AirAsia Preliminary Operating statistic Report (2011,2012,2013,2014,2015)

This study will examine the four kinds of variables consisting of three- dimensional brand equity is brand awareness, brand association, and perceived quality without the brand loyalty, this is because one of the purpose of this study was to examine the concept of brand equity from the customer perspective, while brand loyalty is a process of post-purchase that is not included in the study that focuses on the process before the purchase decision. The author also would add the price variable in this study because the price is one of the things that are considered by consumers in the decision making in using air transport services.

Table 1.3

Market Share of Indonesia Air Asia, Soekarno Hatta International Airport to Ngurah Rai International Airport

Tahun Passenger (in person) 2015 20,160

2014 21,600

2013 14,760

Source : CAPA-Center for Aviation, 2016

Total air passenger growth is predicted to increase along with economic growth in Indonesia. In this case, the economic growth of a country will increase the Indonesian income per capita; culminate with the increasing of purchasing power of the existing air transport services in Indonesia. Air transport that was once considered expensive and unaffordable now would be a rational choice with increasing purchasing power. In the figure above shows the growth of passengers using Indonesia AirAsia as air transport services at Soekarno-Hatta International Airport to Ngurah Rai International Airport in the period 2013 to 2014 increased significantly, then, in 2014 to 2015, the number of passenger growth is decreased from the previous year. Based on the above table it can be concluded that the growth of passenger air transport services cannot be predicted annually, it is very dependent on the problems that occur in the use of transport services itself.

1.2 Identification of the Problem

PT. Indonesia AirAsia over the last four years (2012-2015) has always been in second ranked based on Top Brand Index of Low Cost Airlines in Indonesia under Lion Air even when the index value achieved by Indonesia AirAsia is increasing every year from 2012 until 2014 and decline was not significant in 2015. It is concluded that Indonesia AirAsia has not been grabbing market share in recent years. In addition, if seen from the data if Seat Load Factor Indonesia AirAsia taken from annual reports Indonesia AirAsia, it is known that none of the target market that already set as one of the Key Performance Indicator (KPI) company in the year 2011 to 2015 reached the desired target.

The last problem occurred in Indonesia AirAsia flight route from Jakarta to Denpasar, it can be seen that Indonesia AirAsia has not been able dominate and maximize its performance on this flights route as the main domestic routes in Indonesia AirAsia. Thus, viewed from the perspective of the customer, is necessary to do reviewed.

And in this study, the authors tried to find the effect of Brand Awareness, Brand Association, Perceived Quality, and, Price on Consumer buying Decision for the customers who using Air Asia Indonesia with flight route at Jakarta – Denpasar.

Based on the statement above, the title of this study is “The Impact of Brand Equity and Price towards Customer Purchase Decision in Low Cost Airlines (A case study of Indonesia AirAsia, Jakarta – Denpasar route).

1.3 Statement of the Problem

Specifically, this study aims to answer the following question:

a. Is there any partially significant influence between Brand Awareness with Customer Purchase Decision? b. Is there any partially significant influence between Brand Association with Customer Purchase Decision? c. Is there any partially significant influence between Perceived Quality with Customer Purchase Decision? d. Is there any partially significant influence between Price with Customer Purchase Decision? e. Is there any simultaneously significant influence of Brand Awareness, Brand Association, Perceived Quality, Price with Customer Purchase Decision?

1.4 Research Objectives

This research has several objectives to be achieved in order to answer the several questions in statement problem above. Therefore the objective of conducting the research mentioned as follows: a. To find out if there is partially significant influence between Brand Awareness with Customer Buying Decision. b. To find out if there is partially significant influence between Brand Association with Customer Buying Decision c. To find out if there is partially significant influence between Perceived Quality with Customer Buying Decision d. To find out if there is partially significant influence between Price with Customer Buying Decision e. To find out if there is simultaneously significant influence between Brand Awareness, Brand Association, Perceived Quality, Price with Customer Buying Decision 1.5 Significant of the study

This study was made to provide the benefits of knowledge, information, and suggestions to the parties in the making of this study mentioned below: a. For researchers, this study was made to provide the insight into the impact of Brand Equity and price in customer purchase decision in in providing services to customers, and to fulfill the requirements for bachelor degree in Faculty of business majoring in management at President University. b. For the general public, this study provides a better understanding of how the airline in carrying out and implement brand equity and price as a method that is used for decision-making customers, maintain customer loyalty, and to compare the level of popularity airlines that using the Low-Cost Carrier strategy towards services provided.

1.6 Research Scope and limitation

Scope

The study is conducted to “The impact of Brand Equity and Price toward Customer Purchase Decision in Low Cost Airlines ( A case study of Indonesia AirAsia, Jakarta – Denpasar route)”.

Limitation

This study focused on Indonesian citizens in Jabodetabek area who are using air transport service company in flight route for Jakarta - Denpasar. Questionnaires are distributed to 200 Indonesia AirAsia customers in three Travel agent of air transport in Jabodetabek and the student of President University who use Indonesia AirAsia. This study is only bounded on AirAsia Indonesia, this study only analyzes of the impact of Brand equity which is only Brand Awarenes, Brand Association, Perceived Quality, and the other variable is price on customer purchase decision for Indonesia AirAsia. 1.7 Definition of Terms

Some terms used in this research are as follows according to Cambridge Advanced Learner’s Dictionary (2008) and Aaker (2010):

1. Low Cost Carrier: Company management systems that reduce the operating costs to suppress the prices. 2. Full Service Carrier: Company management system that provides a good service without reducing the operational cost of company. 3. Asset: a useful or valuable quality, skill or person. 4. Association: a feeling or thought that relates to someone or something. 5. Awareness: knowledge that something exists, or understanding of a situation or subject at the present time based on information or experience. 6. Brand Association: associations triggered by a brand. 7. Brand Awareness: the extent to which a brand is known among the public. 8. Brand Equity: the set of brand assets and liabilities linked to the brand – its name and symbols – that add value to, or subtract value form, a product or service. 9. Brand: a type of product made by a particular company. 10. Equity: specialized the value of a company, which is divided into many equal parts owned by the shareholders, or one of the equal parts into which the value of a company is divided. 11. Loyalty: the quality of being loyal. 12. Perceive: to come to an opinion about something, or have a belief about something. 13. Perceived Quality: The ability of a product or service to satisfy the needs or demands of the customers. 14. Quality: a characteristic or feature of someone or something. 15. Price: The Amount of money that should be pay for a product.

CHAPTER II

LITERATURE REVIEW

2.1 Theoretical Review 2.1.1 Brand

American Marketing Association as cited by Kotler and Keller (2012) characterized Brand as a name, term, sign, image, or configuration or a blend of them planned to recognize the products and administrations of one vender or gathering of merchants and to separate them from those of contenders According to Kotler & Keller (2012), a Brand has a function for the company as follows:

1. Simplify the handling or product search. 2. To help set the record inventories and accounting records. 3. It offers legal protection to the company for features or unique aspect of the product. For the company, the brand presented a piece of property law very valuable, can affect consumers, can be bought and sold, as well as providing security of future income continuously.

Hammond (2008) characterized brand as the aggregate passionate experience a client has with the organization and its item or administration. Godin (2009) portrayed brand as the arrangement of desires, recollections, stories and connections that, taken together, represent a buyer's choice to pick one item or administration over another. From the above points of view, can be inferred that a brand can begin from the name, term, sign, image that plan to separate an item with the contender's item through its uniqueness and included worth.

Sadat (2009) in his book recommends that solid brands will give confirmation of top notch and quality to clients, which in the long run likewise have a wide effect on the organization. Here are a few advantages the client and the organization refer

Table 2.1: Benefits of Strong Brands

Consumers Firms - Brand as a sign of value - Customer Magnet - Facilitate - Protection device from the procedure/purchasing imitator. sides. - Has the fragment of steadfast - Tools to recognize items clients. - Reducing the danger - Differentiate the result of - Provides mental worth Contenders. - Can speak to the identity - Reducing examination of value with the goal that it can be sold Premium - Easier offers another items - Worth the high money related quality. Source: Sadat- Weapon(2009) sin rivalry

Based on some of definition above, Brand can be defined as the additional identity of a product that not only differentiate from competitors, but also a promise from the producer to the consumer to ensure the consistency that a product is always able to deliver the value of customers expect.

2.1.2 Brand Equity

Brand equity is the value of the brand in the market. A brand that has a high equity can make a different sort of positive response on the market, It makes the brand can generate good feedback from consumers. (Pullig, 2013)

Kotler and Keller (2009) defined that brand equity is the added value given to the product or service. brand equity can be reflected in the way customers think, feel and act in conjunction with the brand. Fouladivanda (2013) said that Brand Equity speaks to the one of kind advertising consequences for brand.

Aaker (2011) in his book 'Brand Relevance: Making Competitors Irrelevant' expressed that Brand equity is "a noteworthy obstruction to contenders, can be founded on brand perceive ability and on client connections including enthusiastic and self - expressive advantages that can run profound and are not effectively. Aaker (2010) in his book 'Building Strong Brands' partitions Brand Equity, it is refer to Aaker’s Brand Equity Model figure 2.1 it can be comprehended as the aftereffects of some real measurements:

Figure 2.1

Brand Equity model

Brand Equity

Brand Brand Perceived Brand

Awareness Association Quality Loyalty Constructed by Researcher, adopted from Aaker 2010

2.1.3 Brand Awareness

Sadat (2009) mentioned that brand awareness is the ability for consumers to recognize or recall a brand that relate to a specific product category. From these definitions can be interpreted that a consumer who has an awareness of the brand will be able to describe the elements of the brand. Astuti and Cahyadi (2007) explains that brand awareness is the power of the existence of a brand in the minds of consumers.

Aaker (2010) said that Brand Awareness is alludes to the capacity of a potential buyer to review and perceive the brand, connecting the band with its comparing item class. Purchasers recollect brands in diverse ways, the courses began from the acknowledgment: customers have seen the brand some time recently, review: buyers recall the brands, to 'top of brain'; the first brand rings a bell, lastly get to be prevailing; this is the main brand reviewed. Brand equity can in this way surprisingly be upgraded by making awareness for the brand. (Aaker 2010).

There are 4 stages of Brand Awareness according to the Aaker & Sadat (2010) and refer to Figure 2.2:

1. Unaware of Brand In this stage, the consumer does not completely recognize the brands mentioned though with tools such as media images or mention the name of the brand. 2. Brand Recognition At this stage, consumers will be remember a brand after given help with seeing an image or a particular characteristic. 3. Brand Recall At this stage, the brand can be remembered by consumers with or without specific tools

. 4. Top of Mind This level is the highest and most ideal position for all brands. A brand is well understood and recognized by consumers to the elements on the brand. Consumers will mention the brand for the first time when given a question about a product category and make primary brand in the minds of consumers.

Figure 2.2 Brand Awareness Pyramid

Top of Mind

Brand Recall

Brand Recognition

Unaware of a Brand

Source: Adopted from Aaker (2010)

2.1.4 Brand Associations

Brand Association is anything that related in the memory of consumers to a brand. Positive associations inherent in the brand can be easy for customers to process and recall information on the various brands that are useful in the process of making purchasing decisions. The high brand awareness can be a sign of the high quality, commitment, and encourage consumers to think of a particular brand in the purchase process (Yaseen et al., 2011). Brand Association remarkably effect the information recalling and processing, it also provides a real point of differentiation from competitor, provides a valid reason to opt, generate positive feelings and attitudes about a brand and above it all serves as the basis of real time extension. Brand association consists of all brands – related thoughts, feelings, perceptions, image, experiences, beliefs, attitudes, and so on that becomes linked to the brand node (Kotler & Keller, 2012). Brand association is anything that given an effect to the customer to remember the brand (Hosseini, et al., 2013).Distinctive brands has diverse associations to their planned clients. Brand associations are driven by the brand character, which is the thing that the organization needs the brand to remain for in the client's brain. In this manner, the improvement and execution of a brand personality, is a key to assemble solid brands. (Aaker, 2010).

From the definition above it can be concluded that brand association is closely linked to the memory of a consumer. The memory of a consumer about a brand can be generated through the experience of using a product or service. Thus, manufacturers must offer the benefits and advantages compared to competing brands.

A strong brand association will assist communication and brand positioning. Thus, positive brand associations can assist customers in processing and recalling information about a brand that into consideration in making purchasing decisions (sadat, 2009; 139)

2.1.5 Perceived Quality

Product quality is the characteristics of the product depend on its ability to satisfy the needs of customers which asked or implied, by providing functional and psychological benefits (Getrycia, 2013). The quality of a product or service would be perceived by the consumer, so that the value of the brand will make customer give a response to the brand about the quality itself. (sadat, 2009; 168). The response generated by the customer can be a customer perception regarding quality can be created through the development of the quality of a product or service continuously.

Another definition of the perceived quality is consumer perceptions of the overall quality or excellence of a product or service similar to that expected.

Sadat (2009) explains that there are some benefits that can be gained to a brand that has a perception of high quality, namely:

1. Reasons to buy Perceived Quality which developed well in the minds of customers will help the effectiveness of marketing programs. A lot of information obtained by the customers in making a customer’s reluctant to respond further, so the perception of high quality will guide the customer in the purchase process. 2. Differentiation A brand that has a high perceived quality would certainly be different from other brands. 3. The particular treatment Distributors and retailers will give special attention to the high- quality brands. Usually those brands will be placed in its own separate display case with other brands. 4. Expansion of the brand A brand with high quality perception has a great opportunity to develop their products in various categories by using the brand name as an "umbrella" for other products.

Quality is measured by looking at the extent to which a brand is considered attractive and give a natural effect of the item and administration in brand competition. perception of quality is the main thing for consumers to buy and remember the brand that will be used. consumer awareness about the quality given to consumers aiming to measure how effectively the products or services offered (Aaker, 2010). Positive impression of the brand value can be established through evidence that a different measurement values and is essential for the client, and is necessary to expand the view of the quality brand that satisfaction measures are needed (Zhou & Ziang, 2011). Perceived quality is one of the primary measurements of brand equity. It is the center develops to measure brand equity (Aaker, 2010).

2.1.6 Price According to Kotler and Keller (2012) defines that “Price is the one element of the marketing mix that produces revenue; the other element produce coasts. Price are perhaps the easiest element of the marketing program to adjust; product features, channels, and even communication take more time”. Buchari Alma (2011) defines that "price as the value of an asset expressed in money". Price has two primary roles in consumer decision-making process, namely the role of the allocation and the role of information.

Based on the above definition the authors can conclude that the price is the value of goods expressed in money to customize product features, channel, and communication and the benefits of owning or using a product or service.

According Buchari Alma (2011) prices have two primary roles in the customer purchase decision, namely: 1. The role of the allocation of the price, which serves to help the buyer to decide how to obtain the highest benefit to be expected based on their purchasing power. Thus, the prices can help the buyers to decide how to allocate its purchasing power in different types of goods or services. 2. The role of information in price is serves to educate consumers on the factors of the product or its benefits objectively. Perception often happens is that a high price reflects the quality of the product.

Pricing is always be a problem for any company because the price is not the absolute authority of a company. The role of pricing will be very important, especially in the conditions of competition is getting stronger, the price is very important to maintain and enhance the company's position in the market. In other words, the price affects the company's competitive ability in the market.

The price also is the only element in the marketing mix that produces revenue, all other elements represent only the price and the price may change quickly. At the same time, pricing and price competition is the first problem facing many marketing executives, but many companies are not able to handle with a good price.

2.1.6.1 The Objectives Pricing

Each company set the pricing strategy for creating excellence in the face of competitors on the market. Prices can be determined by a variety of perspectives objectives of a company. According Fandi Tjiptono (2010), there are four kinds of pricing, is:

1. Income Oriented Objective This objective is known by the term profit maximization. In the era of global competition conditions are very complex and many variables that affect the competitiveness of any company, profit maximization very difficult to achieve, because it is difficult to be able to accurately estimate the amount of sales that can be achieved at a certain price level 2. Volume Oriented Objective In addition to profit-oriented purpose, there is also a company that sets the price based on the volume purpose-oriented or commonly known as Volume pricing objectives. 3. Image oriented Objective Image of a company can be formed through pricing. Companies can set a high price to establish or maintain their image. 4. The purpose of price stabilization In a market which consumers are very sensitive to price. When a company lowers its price, the competitors have to lower their prices as well. In these conditions will causing the price stabilization purposes in certain industries whose products are highly standardized.

2.1.7 Consumer Purchase Decision Consumer purchasing decisions are part of an element attached to the individual consumer called consumer behavior in which it refers to the real physical action can be seen and measured by others (Getrycia, Djatikusuma, 2013).

According to Kotler and Amstrong (2012), Said that “Consumer behavior refers to the behavior of final consumers - individuals and households that use goods or services as daily needs”, The definition can be interpreted that the behavior of consumer Purchase decision refers to end of the buying behavior of consumers, individually, and households who buy goods and services for personal consumption.

According to Kotler and Keller (2009) declares that "The decision to purchase was the creation of consumer intentions to buy the most preferred brand". Based on the definitions above, it can be concluded that the buying decision was the behavior of consumers to buy goods or services they prefer.

2.1.7.1 Purchase Decision Process According to Kotler and Armstrong (2012: 176), consumers will pass through five stages of the purchase decision process, the stage portrayed in Figure 2.3 below: Figure 2.3 Consumer Purchase Decision Process

Need Information Evaluation of Purchase Post purchase Recognition Search Alternatives Decision Behavior

Source: Adopted from Kotler and Amstrong (2012)

The series of consumer Purchase decision process according to Kotler and Armstrong (2012) described as follows: 1. Need Recognition, is the process consumers recognize a problem or need. Manufacturers or marketers need to understand situation that triggered a particular need, by gathering information from some customers. 2. Information Search is the processes of consumers are driven to seek more information. The source consumers information were divided into four groups, is: a. Private source, which are family, friends, neighbors, acquaintances. b. Commercial sources, which is advertising, sales representatives, distributors, website, packaging, display. c. Public sources, which are the mass media, certain organizations, consumer ratings, an internet search. d. Experience sources, which are handling, assessment, and use of the product. 3. Evaluation of Alternatives is the process consumers use the information to evaluate in choosing options. 4. Purchase decision, is the process forming the reference of consumer on brands that are in the evaluation stage. 5. Postpurchase Behavior, is the process consumer were satisfied or dissatisfaction with purchases made.

2.1.7.2 Customer Purchase Decision Model

Companies need to identify the model of consumer purchasing decisions to recognize these consumers. Shiffman and Kanuk (2010) introduced a model that refers the consumer on how consumers behave is based on four views, namely:

1. Economic View, which is classified as a consumer who makes decisions. 2. Passive View is the consumer who is described as a buyer who is obedient to the desires and the promotion of marketers. 3. Cognitive View, which is a model that focuses on the consumer in finding and evaluating information about the brand. 4. Emotional View, which is consumers when making a purchase tend to pay attention and look for information with due regard to the feelings and moods.

2.2 Influence of Independent Variables on Dependent Variables 2.2.1 Influence of Brand Awareness toward Customer Purchase Decision Level of brand awareness is to explain how strong customers identify a brand. So that the brands are in the Top of Mind levels has a chance to become a major brand and can have a chance to win the increasingly fierce competition in the market now. Brands that are well known would have a high chance to be chosen by consumers than the unknown brand.

In a study conducted by the Tambunan and Widiyanto (2012) before resulted that brand awareness can influence the purchase decision process significantly.

2.2.2 Influence of Brand Association toward Customer Purchase Decision

Brand association is able to influence consumer purchase decisions through the creation of brand excellence and high value benefits to consumers. A brand that has its advantages and high benefits can create a high trust on the brand. The experience of using a product or brand is able to create A strong brand association. In some cases the consumer purchase decision is not due to the intrinsic superiority of a brand, but because of extrinsic associations connected with the knowledge of consumers (Sadat, 2009; 138)

In a study conducted by Dewi (2014) concluded that the association of the brand has a significant positive effect on consumer purchasing decisions. In addition, research conducted by Khasanah (2013) showed that the association of the brand significantly influences consumer purchase decisions.

2.2.3 Influence of Perceived Quality toward Customer Purchase Decision

Perceived quality has a role in influencing purchasing decisions. Perception of high quality explains the expectations of the consumers towards high quality to a brand. A good perceived quality can be created through increased excellence and benefits of a product. Perception of quality for each consumer is different; every consumer will consider the interests and needs. A consumer has the high perceived quality to a brand will be confidence in the quality of the product and will tend to choose the brand than any other brand.

In a study conducted by the Tambunan and widiyanto (2012) concluded that the perception of quality significantly influence the consumer purchasing decisions. Therefore, it can be said that the perception of a high quality in a product or brand can influence consumers in making purchasing decisions.

2.2.4 Influence of Price toward Customer Purchase Decision Many consumers are considering how the selling price of products or services received by the market. Pricing of products or services is a key strategy of a company in the face of increasingly fierce competition. Consumers who sensitive to price will be very consider the price before deciding to buy. Prices were set by a company to a product or service will affect consumer buying decision, so that makes price changes become consumers' assessment of significant purchasing decisions (Ong and Sugiharto, 2013). The role of price in the buying decision of consumers is regarding expectations of the benefits who will be received by the consumer based on the amount of the price to be paid to get the product or service. Information on prices is the consumer consideration. In this case the consumer will be make a judgment on the suitability of the price and benefits of a product or service

In a study conducted by Khasanah (2012) mentioned that the price has a positive influence on consumer purchasing decisions.

2.3 Previous Research

No Researcher/ Research Design Result Year/ Title 1 Riggs, S., & Population: car owner in - Brand Equity and Brown, J. India. perceived quality Customer Sample Size: 130 influence customer purchasing Sampling Technique: Car purchase decision. decision as the owner of Maruti, Hyundai, - Brand loyalty is impact of brand fiat, Tata, Chevy, and others the highest loyalty, brand Validity: Factor Analysis significant to awareness, brand Reliability: Cronbach’s customer purchase association, Alpha decision, after perceived Data analysis: SEM brand awareness, quality: a study brand association, on multi-utility and perceived vehicle in Uttar quality Pradesh, India. 2 Doostar, M., et. Population: Buyers of food - Brand equity has Al (2012). The products daily consumption direct impact on impact pf brand in Iran consumer awareness, brand Sample Size: 400 buyers purchase association, and Sampling Technique: decision. perceived quality descriptive-survey and - Brand awareness on purchase random sampling is the highest, decision of final Validity: Factor Analysis followed by customer Reliability: Cronbach Alpha brand association focusing on Data analysis: Descriptive and perceived product with low analysis quality mental conflict.

3 Raza, Ahmad. Population: Major urban area - Brand loyalty, (2012). The in Pakistan perceived quality relationship Sample size:150 respondents affect perceived between service Sampling technique: random value quality, perceived Validity: Factor analysis - Perceived quality value, indirect effect to satisfaction and repurchase revisit 4 Lee, G., Chieng, Population: Malaysian - Marketers should L. (2011). people a broad view of Dimension of Sample Size: 500 marketing customer-based respondents activity. Brand Equity: a Validity: Factor Analysis and - Marketers should study on Correlation recognized Malaysian brand. Reliability: KMO various effect it Sampling Technique: has on brand Probability sampling. knowledge. Data analysis: SEM 5 Khasanah, I. Population: People in Brand association is the (2013). The most is the most impact of brand Sample Size: 100 influence on purchasing awareness Respondents decision perceived quality, Type of Research : Brand awareness is the and brand Quantitave Research Method factor that may association of Technique : encourage consumer purchasing Accidental sampling method purchase decision. decision on Validity: Factor Analysis and Perception of quality is Sedaap instant Correlation part of purchase decision noodle in Reliability: SPSS Brand association is one Semarang Data analysis: SEM of the factor of consumer purchase decision. 6 Nigam, A., & Population : - Brand loyalty the Kaushik, R. Car owner in Hayana, India highest impact on (2011). Sample Size : purchase The impact of 130 Respondents decision, brand loyalty, Type of Research : followed by brad awareness, Quantitative Research brand brand Method association, association, a Validity: Face validity perceived quality, perceived quality Reliability: SPSS brand awareness. on consumer Data analysis: Descriptive purchase analysis. decision. 7 Krystia Population: Customer of - Perceived Tambunan and Bandeng Presto Quality is the Ibnu Widyanto Sample size: 100 respondent. highest impact on (2012). Type of Research : purchase decision The Influence of Quantitative Research followed by price Brand Image, method. and brand image. Perceived Validity: Factor analysis and Quality, and Correlation Price on purchase Data Analysis: SEM decision of bandeng presto

2.4 Theoretical Framework

Brand Awareness

(X1) H1 Customer Brand Association (X2) Buying H2 Decision

Perceived Quality (Y) H3 (X4)

H4 Price (X4)

H5

Figure 2.4: Theoretical Framework

(Source: self-constructed, Adopted on Brand Equity Model (David A. Aaker, 1991), cited in (Sigit, Siti, Novandri, 2010) )

2.5 Hypothesis

H1 There is a partially significant influence between Brand Awareness toward Customer Purchase Decision H2 There is a partially significant influence between Brand Association toward Customer Purchase Decision

H3 There is a partially significant influence between Perceived Quality toward Customer Purchase Decision

H4 There is a partially significant influence between Price toward Customer Purchase Decision H5 There is a simultaneously significant influence between Brand Awareness, Brand Association, Perceived Quality, Price toward Customer Purchase Decision

CHAPTER III

RESEARCH METHODOLOGY

In this chapter, the researcher will explain the research methodology used to obtain the necessary information and data that can be in this study. Definition of research based on a systematic effort that aims to find out, develop, and test the correctness and validity of scientific data using scientific data (Sugiyono, 2012). While, the methodology is an activity for which are related to the research framework to get the purpose of research and to find out a reliable response from the research question (Ruslan, 2003). Therefore, the research methodology can be summarized as knowledge that describes the activities necessary to obtain a solution or action in the research to develop knowledge using the scientific method.

In addition, in this chapter includes the sampling design, research instrument, research design, data collection procedure, reliability and validity, and testing the hypothesis of the study.

3.1. Research Design. The research design can be interpreted as guidelines for research used in the process to find out responses from the research problems that will causing benefits for the parties involved in this study. In addition, there are two methods of the research approach used for research activities, namely quantitative and qualitative, in which the difference between the two methods of these studies are in the type of data, data collection instruments, the process of research and research purposes (Kothari, 2004).

In this study, researchers used a quantitative approach as a method of research that will help researchers to find out the answers or responses given of the research problem, the researcher adopted the descriptive research as a research method in which a descriptive study itself is defined as a study that describes situations, phenomena, and program or to provide information about a condition caused by a problem of this research.

Quantitative method approach is a type of research approach using the paradigm of positivism in developing the science of applying systematic strategies such as experiments and surveys with statistical data. It is methodical, subjective methodology used to describe the background and provide for their significance (Malhotra, 2010). Quantitative research aims to clarify the relationship between variables, to determine the causality of variables, and to test the theory with predictive relationship.

Multivariate data analysis is used as statistical technique in interpreting structure of data. It is classified into two techniques such as dependence analysis and interdependence analysis in which dependence analysis functions in estimating relationship between dependent variable with two or more independent variables. Meanwhile, Interdependence analysis functions in grouping a set of variables in order to reduce large number of variables with fewer variables without alleviating contained information in original variable. However, multivariate data analysis will only use dependence analysis technique with multiple regression as its instrument.Therefore, this study adopts descriptive research method with quantitative approach that is analyzed by utilizing multivariate data analysis.

3.2. Research Framework. This research specifically analyzes the impact of Brand equity and price of PT.IndonesiaAirAsia, with flight route in Jakarta – Denpasar in low cost airlines, toward customer purchase decision in Jabodetabek area. The main purpose of this research is to know the influence of Brand equity and price of PT. Indonesia AirAsia in attracting and retaining its customer in order to obtain a sustainable business growth, in order to know the effectiveness of low cost carrier strategy in achieving a business growth . In this study, the researcher only uses 3 (three) dimension of Brand equity which is brand awareness, brand association, and perceived quality without the brand loyalty, this is because one of the purpose of this study was to examine the concept of brand equity from the customer perspective, while brand loyalty is a process of post-purchase that is not included in the study that focuses on the process before the purchase decision. The author also would add the price variable in this study because the price is one of the things that are considered by consumers in the decision making in using air transport services.

In terms of research preparation, the researcher collected necessary information regarding with the top brand index, seat load factor, and Market share of PT. IndonesiaAirAsia Company in period of 2012 until 2015 for the flight route Jakarta – Denpasar.

After collecting data of research, the researcher continued to find problem identification from obtained data. The researcher found that the PT. Indonesia AirAsia becomes second position of aviation top brand in low cost airlines company after Lion Airlines. This phenomenon stimulates the researcher’s curiosity whether there is any relationship between numbers of airlines with purchasing activities that will affect the company’s position in the market. Then, after reading some journals, articles and theories, this condition can be happened in business activities of low cost carrier as the purchase activities in airlines industry is influenced by the brand equity and price of airlinesin which it can be created with deployed in market. To support the problem statement, theories and opinions are explored in chapter 2 of literature review in which it also support the construction of the questionnaires.

After constructing questionnaire, the researcher examined the reliability and validity of questionnaire before distributing to the respondents of research. There are 30 different people were selected randomly to examine the reliability and validity by using Pearson correlation matrix and Cronbac Alpha as the method, respectively. The method will indicate the significance of bivariate relationships among brand equity and price variables. In this context, the pretest stage is purposed in order to ensure whether the statements in the questionnaires were clear enough to understand, to revise some unreliable and invalid statement, so that respondents of research which the characteristic and the number of the respondents will be described through this chapter.

In this research, SPSS 23.0 is the primary tool which will be used by the researcher to analyze the data quantitatively. At the end of research, the researcher comes up with suitable recommendation according with the result of research. In addition, the steps of research from problem identification until result of research are shown in the following figure 3.1 below.

Collecting data of AirAsia Indonesia customers Defining research problem

Review the literature

Review concepts and theories

Review previous research findings

Formulating hypothesis

Designing research

Determining research method & sample design

Constructing Questionnaire Pre-test Questionnaire: Reliability and Validitiy

Collecting data Data analysis and

Conclusion and Recommendation

Figure 3.1 Research Framework Constructed by Researcher 3.3. Research Instrument. 3.3.1. Data collection method

Data collection method is considered as part of research instrument in which becomes tools in solving research question. The researcher strives to find information from various sources by utilizing primary data and secondary data as data collection method of this research. The following figure 3.2 shows data collection method used by the researcher to find the answer of research question.

Data Collection Method

Primary Data Secondary data

Survey Literature Review

Questionnaire Books

Jl

Data Selection

Figure 3.2 Data Collection Method Constructed by Researcher

a. Primary Data

Primary data of this research of “The impact of Brand Equity and Price Toward Customers Purchase Decision in Low Cost Airlines (A Case Study of Indonesia AirAsia, Jakarta – Denpasar route) is gained directly from the questionnaires that are aimed for survey as source of primary data. Questionnaire is a technique of data collection for primary data by giving certain numbers of statements that are related with involved variables in the research in which it will be spread to the research respondents of research.

The questions in the questionnaires are inspired by the previous research by Agustinus (2015) entitled “The impact of Brand Equity Towards Customer Purchase Decision (A Case study of LPG 12 Kg, in Tarakan)”. b. Secondary Data

Secondary data is the data that has usually been collected by the data collecting agency and published to the user community of data (Kuncoro, 2004, p.25). Secondary data were obtained indirectly or through another party, or historical reports that have been compiled in the record that is published or not. Secondary data used in this research is the study of literature in the form of books, journals and other documents that are related to the study material that is the image of the brand, purchase decision, the Low Cost Carrier of Airlines and brand equity.

3.3.2. Operational Definition

Operational definition refers to an element of research to which the researcher determines the way of measuring all involved variables in the study (Bluestone, 2010). The following table 3.1 describes the way of measuring variables used in this research.

Table 3.1 Operational Definition Variable Definition Indicator Statement Brand Awareness is Identity power of Some identity attributes of customers ability to the brand this Indonesia AirAsia come to my Mind very quickly. identify the brand under

different conditions, as reflected by their brand recognition or recall Brand performance (Kotler & Awareness Keller, 2012) Brand Awareness is the familiarity power I am familiar with Indonesia familiarity’s customer of AirAsia.

an existence in a brand.

Recognizing of I can recognize Indonesia the brand AirAsia quickly among other competing brands.

Recall power I remember Indonesia airAsia when buying a low cost arilines.

Variable Definition Indicator Statement Brand Association is Branding image Indonesia AirAsia has very represent what the brand unique brand image, compared to competing stands for and also imply brands. a promise to their customers from the organization member. Brand association is something that provides meaning to a brand. (Gill Brand &Dawraa, 2010) Association Brand Association is a set Respecting I respect and admire people of attachment which power who are using Indonesia AirAsia services. related to all essence of a

brand and are embedded in customer mind.

Comfortability I like Indonesia AirAsia because of comfortability.

Personality I like and trust Indonesia Feelings AirAsia because it reflects my personality feelings.

Variable Definition Indicator Statement

Perceived Perceived quality is the Reliability Indonesia AirAsia is very Quality customer’s perception of reliable.

the overall quality or superiority of a product or services with respect to its intended purpose. (Danang, 2012)

Perceived Quality is a quality service Indonesia AirAsia has a good customer belief regarding quality Service.

the level of grade or predicting of quality in a product or services. Features of the Service from Indonesia services AirAsia offer excellent features. (Seat, Meals, Cabin,

baggage).

Securities Indonesia Air Asia is safe to perception use.

Variable Definition Indicator Statement Price is the amount of Prices worthy The price offered by money charged for a Indonesia AirAsia is worthy with their services provided. Price product or service, or the

amount of value in exchange for the consumer on the benefits for owning or using a product or service (Kotler &Amstrong, 2008) Affordability The price of Indonesia AirAsia isaffordable.

Competing price The price offered by Indonesia AirAsia is cheaper than other Low-Cost Airlines.

Customer power The price of Indonesia AirAsia is appropriate for the customers.

Variable Definition Indicator Statement Purchasing decision is the Purchase I decided to purchase buyer’s decision about Decision: Indonesia AirAsia because of its quality. which brand to purchase Quality of the

(Kotler &Amstrong, service 2012) Purchase Purchasing decision is the Brand image I decided to purchase Decision stages of customer Indonesia AirAsia because of the brand is familiar to me. behavior in buying from

before they wanted to buy till they had bought.

Reputation I decided to purchase power Indonesia AirAsia because of its reputation.

Purchase I decided to repeteadly Decision: purchase Indonesia AirAsia. Customer loyalty

3.4. Sampling Design. Sampling design constitutes statistical methodology used by the researcher in order to determine the portion of sample used that will be taken from a particular population. In this research, the researcher decided to use non-probability sampling as research’s sampling technique with accidental sampling for the selection technique of non-probability sampling. Accidental sampling is chosen as selection technique due limitation of time, energy and cost because it refers to a technique based on coincidence in which anyone can be used as sample as long as they seems to be fit with requirement (Sugiyono, 2010).

3.4.1. Population As explained above, the population has an important role in the research; the population in this case refers to a group of people, events, or things of interest from the population so as to provide an opportunity for researchers to examine it (Sekaran & Bougie, 2010). In this study, researchers have determined the study population to use people who live in Jabodetabek area of all gender, occupation, age, in three travels agents (Baraya dwidaya Tours & Travel, Mitra Selaras Tours & Travel, WITA Tours) who wants to have experiences in using IndonesiaAirAsia as the public transportation.

3.4.2. Sample Size

Samples can be defined as a characteristic or scope of a study taken from a particular population to enhance the research (Sugiyono, 2010). Moreover, after knowing sampling technique, element of data selection and population of the research then the size of sample used need to be determined. In this context,the researcher refers to the theory of Maholtra(2011) which says, for unknown population sample size must be at least 4 or 5 times of the total question used in the research. Whereas, Sekaran&Bougie,(2010) suggest that sample size which are larger than 30 and less than 500 normally applicable for most research. Therefore, the researcher set the minimum sample of this research is 130 (26*5(amount of questionnaire) and chooses 200 respondents as the sample for this research.

3.5. Statistical treatment. In this research, there are three types of statistical instruments for the purpose of gathering and analyzing data such as Likert Scale, Weighted Mean and Standard Deviation.

3.5.1. Likert Scale

Likert Scale is a measurement method used to measure attitudes, opinions and perceptions of a person or a group of social phenomenon (Sugiyono, 2012). Likert scale is aimed to examine how strongly respondents agree or disagree with the questionnaire with a five-point scale with following remarks (Sekaran, Bougie, 2010):

Figure 3.3 Likert Scale Source: Sekaran, Bougie, 2010

The questionnaire in this research utilizes Likert scale as measurement of respondents in giving their responses toward all statements in questionnaire in which the measurement comprises of favorable and unfavorable responses that will be scaled.

3.5.2. Weighted Mean

Weighted mean also known weighted average means a procedure for combining the means of two or more groups of different size (Vogt, 2005). 5It aims to consider the importance of an item, the number is also called by Weight in each item on the relative proportions, where he can be calculated using the following formula.

5Emathzone.com, 2013 n

∑i=1 wi xi w1x1 + w2 x2 +....+ wn xn x = n ⇔ x = w w1 + w2 +...+ wn ∑i=1 i

Where:

x = Weighted mean of the factors related

w = Corresponding Weight

x = A set of number designated / rate of importance

3.5.3. Standard Deviation

The purpose of Standard Deviation is to measure the spread of data heterogeneity in the research so that it can be said as total variability average in a set of observed data (Sugiyono, 2001). The sample standard deviation is used in analyzing sample of data with following formula.

Where:

s = Sample standard deviation

N= Number of score in a sample

N-1 = degrees of freedom or Bessel’s correction

x = Value of sample

x = mean of average of the sample

3.6. Validity and Reliability. 3.6.1. Validity

Basically the word of "valid" implies that a synonym for "good" which means "to measure what should be measured" (Ferdinand, 2013). Therefore, the validity test used to measure the validity of a questionnaire (Ghozali, 2006). A questionnaire considered valid if the questions in the questionnaire were able to reveal something that will be measured by the questionnaire.

Subsequently, the researcher chooses the Pearson’s correlation coefficient by using software of SPSS 23.0 as tools for doing validity test. 6Pearson’s correlation coefficient formula is used as a measure of the strength of a linear association between two variables and is denoted with by r and Pearson’s correlation coefficient indicates how well the data points fit this new model/line of best fit. The form of Pearson’s correlation coefficient formula is shown as follows:

n( XY) − ( X )( Y ) r = ∑ ∑ ∑ [n(X 2 ) − (∑ X )2 ][n(Y 2 ) − (∑Y )2 ]

Where: r : The number of paired observation.

∑X : The X variable summed (Independent Variable).

∑Y : The Y variable summed (Dependent Variable).

∑X2 : The X variable squared and the squares summed.

∑Y2 : The Y variable squared and the squares summed.

∑XY : the sum of the product of variable X and Y.

6Statistic.leard.com , 2013 By using Pearson's Correlation Coefficient, a research questionnaire can be validated by measuring the validity of each statement in the questionnaire, by comparing the results of the count r-r-value table.

Usually result of validity is between -1 and 1. Validity result of -1 means there is a perfect negative correlation between two variables, while result of 1 means there is perfect correlation between two variables and result of 0 means there is no linear relationship between two variables.

Moreover, the result of validity somehow will not exactly -1, 0, or 1 but it probably will also result somewhere in between in which the quantitative interpretation of linear relationship is defined the following range of values.

±1.00 perfect Positive (negative) correlation

±0.91 - ± 0.99 very high positive (negative) correlation

±0.71 - ± 0.90 high Positive (negative) correlation

±0.51 - ± 0.70 moderately positive (negative) correlation

±0.31 - ± 0.50 low positive (negative) correlation

±0.01 - ± 0.30 negligible positive (negative) correlation

0.0 no correlation

3.6.2. Reliability

Another requirement required from the data is reliability of data. An instrument or data produced is called reliable or trustworthy if such instrument has consistently raises the same result every time measurement (Ferdinand, 2013). Reliability test is a tool to measure a questionnaire, which owns indicator of variables or constructs (Ghozali, 2011).

A questionnaire said to be reliable if someone answers the statement is consistent or stable over time. The reliability test can be measured by using Cronbach alpha formula results as follows:

k.r Where: a = 1+ (k −1)r a : The coefficient of instrument’s reliability

r : Mean correlation coefficient between variables k : Number of manifest variables that form the latent variables In reliability test, the reliability coefficient values will result values form 0 to 1 in which the closer the value to 1 means that the reliability of the data is better than 0.

Table 3.2. Internal Consistency of Cronbach Alpha

Cronbach's Alpha Internal Consistency

α ≥ 0.9 Excellent 0.9 > α ≥ 0.8 Good 0.8 > α ≥ 0.7 Acceptable 0.7 > α ≥ 0.6 Questionable 0.6 > α ≥ 0.5 Poor

0.5 < α Unacceptable

Constructed by The researcher, Source: Sugiyono, 2001

3.7. Descriptive Analysis. Statistical descriptive analysis is defined as the depiction of the data that has been obtained from the respondents without applying the general conclusion or generalized (Sugiyono, 2001). The analysis refers to the description of data such as mean and variance of raw data by using tables or graphs in order to describe the data easier in which it aims to give the picture of obtained data for the research. The results of the analysis descriptions are grouped into two, which is the description of respondents’ characteristics and description of respondents’ assessments. Both descriptions of the respondents above can be analyzed using frequency analysis. Meanwhile, to know the tendency of respondent’s assessment to variables can be measured using the mean or average value. To determine the results of respondents, it is measured by the mean interpreting the following five-point scale as following Table 3.3.

Table 3.3. Class for Analysis Descriptive Mean

Range Categories

1.00 – 1.80 Strongly Disagree 1.81 – 2.60 Disagree 2.61 – 3.40 Neutral 3.41 – 4.20 Agree 4.21 – 5.00 Strongly Agree

Constructed by The researcher, Source: Sugiyono, 2001

3.8. Multiple Regression Analysis. As explained, this research implements multivariate data analysis is used to interpret the structure of observed data in the research with dependence technique by using multiple regression in which it is also used in testing the hypothesis. Multiple regression will be used for testing hypothesis that is complemented with T-test and F-test. However, multiple regression must pass statistical requirement i.e., Classical Assumption to be able to do testing hypothesis.

3.8.1. Classical Assumption

According to Asnawi and Masyhuri (2011: 176) to get the value of the examiner who is not biased and efficient (Best Linear Unbiased Estimator /BLUE) on a multiple linear regression equation by the least squares method, need to be tested using a classic assumption test requirements include:

a. Normality Test

according Asnawi and Masyhuri (2011; 178) of testing in a regression model, the dependent variable, independent variable, or both have a normal distribution or not. A good regression model is data distribution to normal or near normal.

Histogram chart is the easiest way to see the normality of residuals by comparing the observational data with close to normal distribution. The normal data indicates a bell shape form in histogram chart so that if it is skewed to the right or the left then it is considered as not normal. The following figure is the example of a normal distribution.

b. Heteroscedasticity Test

According Mudrajad in Asnawi and Masyhuri (2011; 178), Heteroscedasticity appear when errors or residuals of the model observed did not have the variant constant from one other observations, meaning that every observation had different reliability due to changes in the condition of the background is not covered in the specification model. If the significance of the correlation results is less than 0.05 (5%) then the regression equation contains Heteroscedasticity and conversely Non- Heteroscedasticity. In order to know the presence of heteroscedasticity in regression model can be seen from the pattern of scatterplot. The basis of scatterplot assessment to detect the presence of heteroscedasticity in a regression model can be based on: 1. If there is a particular pattern, like point-point that form a particular pattern such as wavy, widened or narrowed pattern then there is a heteroscedasticity. 2. If there is no a particular pattern with widened point-point above and below zero point on Y-axis then there is no heteroscedasticity. c. Multicollinearity Test Multicollinearity test bertujuan untuk menguji apakah pada model regresi ditemukan adanya korelasi antara variabel independen. Jika Terjadi korelasi maka dinamakan terdapat masalah multikolinearitas. Model regresi yang baik seharusnya tidak terjadi korelasi diantara variabel independen. Tolerance Value and Variance Inflation Factor has procedures to detect multicollinearity in regression model in which the procedures are as follows: 1. If Tolerance Value is lower than 0 or bigger than 1, then there is a multicollinearity. 2. If Tolerance Value is between 0 and 1, then there is no multicollinearity. 3. If Variance Inflation Factor (VIF) is bigger than 10, then there is a multicollinearity. 4. If Variance Inflation Factor (VIF) is lower than 10, then there is no multicollinearity.

3.8.2. Multiple Regression equation

Multiple Regression analysis is a continuation after the validity, reliability, and classical assumption. This analysis is used after the test results show the scale interval. Multiple regression equation is a regression equation by using two or more independent variables. The following is form of multiple regression’s function:

Y = a + b1 X1 + b2 X 2 + b3 X 3 + b4 X 4 + b5 X 5 + e

Where: Y = Dimension of Customer Purchase Decision a = Constant or Intercept

= Slope of Beta Coefficient of Brand Awareness b1

= Slope of Beta Coefficient of Brand Association b2

= Slope of Beta Coefficient of Perceived Quality b3

= Slope of Beta Coefficient of Price b4

x1 = Independent Variable (Brand Awareness) which explains the variance in Y

= Independent Variable (Brand Association) which explains the x2 variance in Y

= Independent Variable (Perceived Quality) which explains the x3 variance in Y

= Independent Variable (Price) which explains the variance in Y x4

3.8.3. T-test and F-test

T-test and F-test is used in this research as tools in testing hypothesis of research. Specifically, T-test is used in testing hypothesis in order to find the influence of each independent variable in regression model toward dependent variable; while F-test is aimed to find whether variables are independent collectively that can influence dependent variable. Subsequently, T-test and F-test of this research will be used by utilizing SPSS software to process the data in a way to gain the result of T-test and F-test for concluding a hypothesis.

a) T-test

T-test was used to prove whether or not significantly influence the independent variable on the dependent variable individually partially. Type of hypothesis in T-test will be decided based on statistical value and significance level (α) in which null hypothesis will be accepted if statistical values of t-test is lower or greater than t-table in positive or negative position respectively, while alternative hypothesis will be accepted or rejected if null hypothesis is rejected or accepted. Significance level used (α) is 0.05. The results of formulation of the hypothesis from the independent variable on dependent variable as follows:

1. Ha1 : Is there partially significant influence between Brand Awareness with Purchase Decision 2. Ha2 : Is there partially significant influence between Brand Association with Purchase Decision 3. Ha3 : Is there partially significant influence between Perceived Quality with Purchase Decision 4. Ha4 : Is there partially significant influence between Price with Purchase Decision

b) F-test

F-test was used to obtain results that can be summed up by researchers of the linear relationship between the independent variables and the dependent variables simultaneously. In F-test, decision of hypothesis whether null hypothesis or alternative also depends also on statistical value of f-test and significance level in which if statistical values of f-test is lower or greater than f-table then the null hypothesis will accepted in positive or negative position respectively, while alternative hypothesis is accepted or rejected if null hypothesis is rejected or accepted. The following is the hypothesis of a set of independent variables toward dependent variable:

1. H05 : β1 = β2 = β3 = β4 = 0 (There is no significant simultaneously influence between Brand Awareness, Brand Association, Perceived Quality, and Price with Customer Purchase Decision) 2. Ha5 : at least there is one β1 ≠ 0 (There is significant simultaneously influence between Brand Awareness, Brand Association, Perceived Quality, and Price with Customer Purchase Decision)

3.8.4. Coefficient of Determination (R2)

The coefficient of determination (R2) is intended to determine the best level of accuracy in regression analysis, where it is intended by the coefficient of determination (R2) between 0 (zero) and 1 (one). The coefficient of determination (R2) has zero independent variable has no effect on the dependent variable. If the coefficient of determination closer to one, it can be said that the independent variables affect the dependent variable, in addition to the coefficient of determination (R2) is used to determine the percentage change in the independent variable (Y) caused by the dependent variable (X) (Sulhan, 2011).

CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1. Company Profile PT. Indonesia AirAsia was established in December 8, 2004 by cooperation with AirAsia International Ltd. and PT. Awair International; The company started its business as Low Cost Airlines business services. AirAsia Indonesia which formerly named as Air Wagon International (AWAIR) is one of the airlines that prioritize services with low cost airlines. Early emergence as AWAIR in 1999 by , who owns 40% shares in this airline, when he was elected president of the Republic of Indonesia in the same year. A year later, precisely on June 22, 2000, the company started operating with Airbus 300/310. Unfortunately, in March 2002, all of its flights stopped and started its operations back in December 2004 as AirAsia Indonesia. The company is currently one of Indonesian leading airlines in low cost carrier which targeting middle and middle-lower income consumers.

On December 1, 2005, AWAIR officially changed its name to Indonesia AirAsia serving in the region. Sometime later, AirAsia expand its business by value of shares of 49% of AirAsia Berhad and 51% of PT. Fersindo Nusaperkasa.

Indonesia AirAsia has already flown more than 47 million people in Indonesia with friendly and comfortable services with approximately 10 flight routes across Indonesia, especially in the big city such as Jakarta, , , , , , and Denpasar. Indonesia AirAsia is fully supported by 29of the total numbers of AirAsia Indonesia aircraft. Additionally, the company has also engaged the international flight route of some ASEAN and Australia countries such as in , , Thailand and .

The main strategy of Indonesia AirAsia are Low Cost Carrier strategy which given the low budget quality in their services in case to decrease the operational cost for the company. Then, Low price concept of the ticket price given to the customers will attract the customers to make a purchase decision.

4.1.1. Vision and Mission

Vision:

To be a low-cost airline in Asia and serving about 3 million people are now served with poor connectivity and expensive rates.

Mission:

• Be the best company to work with regard employees as extended family members. • Creating an ASEAN brand that is recognized globally. • Achieving low rates so everyone can fly with Air Asia. • Maintaining high quality products, using technology for reducing the cost and improving the quality of service.

4.1.2. Corporate Value

PT Indonesia AirAsia has adopted several corporate values as guidance for best practice in which each of corporate values is described as follows:

1. Safety conscious A safe airline is a happy airline. Our guests' safety is our primary concern so we do our jobs with care. Because where safety is concerned, every little thing matters.

2. Caring It's a warm and friendly feeling to have, so we take pleasure in caring for our guests in ways that make them feel at home.

3. Passionate Being passionate means going the extra mile to achieve a purpose much larger than ourselves. They say passionate people can change the world and that's something that's very close to our hearts. 4. Full of integrity We believe everything that is worth doing, is worth doing right. It's about us doing the right things at all times. 5. Hardworking It means one team, working together towards a common goal. Whether it's meeting our 25 minute turnaround time or making sure we keep you connected to the best destinations at the lowest prices, we do it as a team. All for one. One for all. 6. Fun Fun means we celebrate life. It means we laugh louder, our smiles are wider, and we can be our own unique selves. We're a sociable bunch and we enjoy sharing ideas and solutions to make things even better. After all, fun is meant to be shared.

4.2 Validity and Reliability As said, primary data is used in this research in order to know Analysis of Brand equity and price toward Customers Purchase Decision. Primary data is gathered by using questionnaire in which the researchers distribute 200 copies of questionnaires to customers of 3 travels in Jabodetabek area (Baraya Dwidaya Tour & Travel, Mitra Selaras Tour & Travel, WITA Tours ) who will use Indonesia AirAsia with flight route Jakarta – Denpasar. The questionnaire consists of three parts which the first part is general information of respondent’s profile, the second part is instruction of questionnaire filling, and the third part is the statements for Indonesia AirAsia customers related with Brand Awareness, Brand Association, Perceived Quality, Price and Purchase Decision. The statements in questionnaire were arranged based on each involved variables in this research such as statement 1 – 4 focused on Brand Awareness, statement 5 – 8 focused on Brand Association, statement 9 – 12 focused on Perceived Quality, statement 13 – 16 focused on Price, and statement 17 – 20 focused on Purchase Decision.

Researchers conducted a pretest before distributing 200 copies of the questionnaire; it aims to determine the consistency and accuracy in determining the validity and reliability of any statements on the questionnaire. Phase pretest questionnaire was conducted involving 30 different respondents and analyze the results of the pretest using SPSS version 23.0 software to calculate the Pearson correlation coefficient formula and Cronbach Alpha formula.

4.2.1 Validity Test A validity test is the tests conducted to determine the accuracy of the data used in this research. In this context, researchers used SPSS 23.0 software to calculate the Pearson Correlation Coefficient formula of the data to determine the strength of the correlation linear of research data. Validity of test results in this study as follows: a. Pearson’s Correlation Coefficient of Brand Awareness Table 4.1 Pearson Correlation Coefficient of Brand Awareness Variable Statement r-count value r-table value Remark BA1 0.661 0.361 Valid Brand BA2 0.607 0.361 Valid Awareness BA3 0.642 0.361 Valid (BA) BA4 0.658 0.361 Valid Constructed by The researcher, Source: SPSS 23.0

Based on table 4.1 above, it shows the value of Pearson’s Correlation Coefficient toward Brand Awareness statement in questionnaire. All statements of Brand Awareness variable are indicates as valid statements since all statements r-count (Pearson’s Correlation Coefficient) are above 0.3610. The lowest r-count of Brand Awareness statement belongs to BA2 with .607 score and the highest belongs to BA1 with .661 score. Thereby, it can be concluded that each statement in Brand Awareness variable is as valid statement so that all of statements in Brand Awareness variable can be preceded into the next step as instrument for data collection of the research. b. Pearson’s Correlation Coefficient of Brand Association Table 4.2 Pearson Correlation Coefficient of Brand Association Variable Statement r-count value r-table value Remark BAS1 0.820 0.361 Valid Brand BAS2 0.731 0.361 Valid Association BAS3 0.679 0.361 Valid (BAS) BAS4 0.733 0.361 Valid Constructed by The researcher, Source: SPSS 23.0

According to Pearson’s Correlation Coefficient, it generates r-count result of each performance’s statements i.e., BAS1 – BAS4 toward total of Brand Association statements in which the lowest r-count of Brand Association statements goes to third Brand Association statement or BAS3 with .679 score and the highest r-count goes to first Brand Association statement or BAS1 with .820 score. Thereby, from above table, it can be concluded that all of Brand Association statements in the questionnaire are valid statements since the lowest r-count of Brand Association statements is .679 which it is greater than 0.3610 as r-table used in this research. Therefore, all of statements can be proceed in to next stage in order to select proper instrument for data collection c. Pearson’s Correlation Coefficient of Perceived Quality Table 4.3 Pearson Correlation Coefficient of Perceived Quality Variable Statement r-count value r-table value Remark PQ1 0.785 0.361 Valid Perceived PQ2 0.771 0.361 Valid Quality PQ3 0.796 0.361 Valid (PQ) PQ4 0.822 0.361 Valid Constructed by The researcher, Source: SPSS 23.0

By using Pearson’s Correlation Coefficient, the validity of Perceived quality variable can be measured by comparing r-count of each Perceived Quality statement with r-table in which r-coun of Perceived Quality statements consists of .785, .771, 796, .822 for first until fourth statement, respectively. By looking at r-count, it can be comprehended that all of the statement in Perceived Quality variable are characterized as valid statement because the lowest r-count of Perceived Quality statement with .771 scor is greater than r-table i.e., 0.3610, then the rest of statement are also acknowledged as valid statement. d. Pearson’s Correlation Coefficient of Price Table 4.4 Pearson Correlation Coefficient of Price Variable Statement r-count value r-table value Remark PR1 0.844 0.361 Valid Price PR2 0.810 0.361 Valid (PR) PR3 0.834 0.361 Valid PR4 0.828 0.361 Valid Constructed by The researcher, Source: SPSS 23.0

Based on table 4.4 above, the validity of each statement in Price can be determined by using the value of r-count in above table which is derived by using Pearson’s Correlation Coefficient formula. The r-count of each statement in Price variable comprises of .844, .810, .834, .828 which belongs to statement of PR1, PR2, PR3, PR4, respectively. As said, a statement is considered as valid if its r-count > r-table, then it can be said that all of the statement in Price as valid statements since r-count of statement are greater than 0.3610 (r-table) so it means all of statements can be use for data collection instrument. e. Pearson’s Correlation Coefficient of Customer Purchase Decision Table 4.5 Pearson Correlation Coefficient of Customer Purchase Decision Variable Statement r-count value r-table value Remark Customer CPD1 0.782 0.361 Valid Purchase CPD2 0.808 0.361 Valid Decision CPD3 0.781 0.361 Valid (CPD) CPD4 0.833 0.361 Valid Constructed by The researcher, Source: SPSS 23.0

By using Pearson’s Correlation Coefficient, r-count result of each statement in Customer Purchase Decision variable are shown in above table. The r-count in Customer Purchase Decision’s statements is .782, .808, .781, .833 which these r-count belongs to CPD1, CPD2, CPD3, CPD4, respectively. Based on these r-counts, it can be understood that there are no invalid statement on Customer Purchase Decision variable since the lowest r-count of Customer Purchase Decision statement is .781 score in which it is greater than 0.3610 as r-table of this validity test. Therefore, all of statements in Customer Purchase Decision are valid statement and they are considered as accurate instrument for collecting data in this research.

4.2.2 Reliability test After performing a validity test, researchers continue to conduct reliability tests to gauge the best statement in this research questionnaire. All data measured on reliability test is the data that has passed the test of validity. A validity test also using SPSS 23.0 software. Cronbach Alpha test results as follows:

a. Cronbach Alpha Coefficient of Brand Awareness Table 4.6 Cronbach Alpha Coefficient of Brand Awareness Variable Cronbach Alpha N of Reliability Consistency Coefficient Items Brand Awareness .705 4 Acceptable (0.6 ≤ α ≤ 0.7) (BA) Constructed by The researcher, Source: SPSS 23.0

Based on Table 4.6 above, it shows the Cronbach Alpha Coefficient of Brand Awareness variable which is .705 so that it means that all of statements in Brand awareness variable are considered as acceptable instrument and already passed reliability test since the Cronbach’s Alpha score of Brand Awareness surpasses minimum score of reliability test to be reliable which is 0.6. Thus, all of statements in Brand Awareness can be used as instrument for collecting data in questionnaire as they pass validity test and reliability test.

b. Cronbach Alpha Coefficient of Brand Association Table 4.7 Cronbach Alpha Coefficient of Brand Association Variable Cronbach Alpha N of Items Reliability Consistency Coefficient Brand Association .797 4 Acceptable (0.6 ≤ (BAS) α ≤ 0.7) Constructed by The researcher, Source: SPSS 23.0

Based on table 4.7 above, the Cronbach’s Alpha Coefficient of Brand Association is .797 in which this value describes that all of statements of Brand Association used for questionnaire have an acceptable reliability since the Cronabach’s Alpha of Brand Association has already passed 0.6 which is minimum Cronbach’s Alpha Coefficient requirement to pass a reliability test.

c. Cronbach Alpha Coefficient of Perceived Quality Table 4.8 Cronbach Alpha Coefficient of Perceived Quality Variable Cronbach Alpha N of Items Reliability Consistency Coefficient Perceived Quality .837 4 Acceptable (0.6 ≤ α ≤ 0.7) (PQ) Constructed by The researcher, Source: SPSS 22.0

By using Cronbach’s Alpha Coefficient, reliability of Perceived Quality statements can be determined through the result of Cronbach’s Alpha Coefficient in which Cronbach’s Alpha of Perceived Quality is .837 so that it indicates that Perceived Quality statements have good reliability as it is over 0.8 and it passes reliability test since its Cronbach’s Alpha is greater than 0.6

d. Cronbach Alpha Coefficient of Price Table 4.9 Cronbach Alpha Coefficient of Price Variable Cronbach Alpha N of Items Reliability Consistency Coefficient Price .866 4 Acceptable (0.6 ≤ α ≤ 0.7) (PR) Constructed by The researcher, Source: SPSS 22.0

Based on Table 4.9 shows Cronbach’s Alpha Coefficient of .866 on Price so that it proves that all statements in Price variable have good reliability because it is greater than 0.8 and it also means that Price has passed reliability test since its Cronbach’s Alpha is over 0.6.

e. Cronbach Alpha Coefficient of Customer Purchase Decision Table 4.10 Cronbach Alpha Coefficient of Customer Purchase Decision Variable Cronbach Alpha N of Items Reliability Consistency Coefficient Customer .843 4 Acceptable (0.6 ≤ α ≤ 0.7) Purchase Decision (CPD) Constructed by The researcher, Source: SPSS 22.0

Based on above table 4.10, it shows the Cronbach Alpha Coefficient of Customer Purchase Decision, which is .843 so that it can be interpreted that Customer Purchase Decision’s reliability has characteristic as good reliability rate since its Cronbach’s Alpha lies between 0.7 and 0.9. Importantly, all of statements in Customer Purchase Decision have passed reliability test as its Cronbach’s Alpha is greater than 0.6.

4.3 Descriptive Analysis

Descriptive analysis in a research is utilized to describe the criteria data gathered without intending to apply general conclusion. The descriptive analysis comprises of description of respondents’ characteristics and description of respondents’ assessments toward questionnaire used as means of data collection. The result of descriptive analysis is described with percentage, frequency, mean and standard deviation by using table and figure as follows:

4.3.1 Respondent Profiles

In this section, the information of respondent profiles is shown with frequency and percentage through following Tables and Figures. it is aimed to show involving characteristic of respondents in data gathered. The description of respondents profiles are described as follows:

4.3.1.1 Gender Table 4.11 Respondent Profile: Gender

Gender Respondent Percentage Male 119 59,5% Female 81 40,5% Total 200 100%

Constructed by The researcher

Gender

Male Female

40,5% 59,5%

Figure 4.1 Respondent Profile: Gender Source: Constructed by Researcher

As shown in Table 4.11 and Figure 4.1 above, it convey information related with gender of respondent in this research in which there were 119 male respondents (59.5%) and 81 (40.5%) female respondents. Therefore, the majority of respondent in this research was male respondents.

4.3.1.2 Age Table 4.12 Respondent Profile: Age

Age Respondent Percentage < 20 years old 18 9% 20 – 25 years old 104 52% 26 – 35 years old 52 26% 36 - 55 years old 23 11,5% >55 years old 3 1,5% Total 200 100%

Constructed by The researcher

Ages 1,5 %

9% 11,5% < 20 years old 20 - 25 years old 26 - 35 years old 26% 36 - 55 years old 52% > 55 years old

Figure 4.2 Respondent Profile: Gender Source: Constructed by Researcher

Based on Table 4.12 and Figure 4.2 above, it shows the characteristic of respondent pertaining to age of respondents which classification of age range in this research is < 19 years old, 20 – 25 years old, 26 – 55 years old,and > 55 years old. In this context, there 18 respondents (9%) were in age under 20 years old, 104 respondents (52%) were in age between 20 – 25 years old, 52 respondents (26%) were in age between 26 – 35 years old, 23 respondents (11,5%) were in age between 36 – 55 years old, and 3 respondents (1,5%) were in age more than 55 years old. So, the majority age in this research was 20 – 25 years old.

4.3.1.3 Marital Status Table 4.13 Respondent Profile: Marital Status

Marital Status Respondent Percentage Single 117 58,5% Married 83 41,5% Total 200 100% Constructed by Researcher Marital Status

41,5% Single 58,5% Married

Figure 4.3. Respondent Profile: Marital Status Constructed by The researcher

Subsequently, in Table 4.13 and Figure 4.3 shows the marital status information of research’s respondents in which 117 respondents (58,5%) were single, 83 respondents (41,5%) were married. So, the majority marital status in this research was single respondents.

4.3.1.4 Income per month Table 4.14 Respondent Profile: Income Per month

Income per Month Respondent Percentage < Rp. 1.000.000 23 11,5% Rp. 1.000.000 – Rp. 3.000.000 44 22% Rp. 3.000.001 – Rp. 7.500.000 63 31,5% Rp. 7.500.001 – Rp. 15.000.000 59 29,5% >Rp. 15.000.000 11 5,5 Total 200 100%

Constructed by The researcher

Income Per Month 5.5% < Rp. 1.000.000

11.5% Rp. 1.000.000 - Rp. 3.000.000 15.5% 14.5% Rp. 3.000.001 - Rp. 7.500.000 Rp.7.500.001 - Rp. 15.000.000 47.5% > Rp. 15.000.000

Figure 4.4. Respondent Profile: Income per Month Constructed by The researcher

As shown by Table 4.14 and Figure 4.4, it explains characteristic of respondents in this research related with Income per month of respondents in which based on data gathered there were 23 respondents (11,5%) who had income per month less than Rp. 1.000.000, 44 respondents (22%) who possessed income per month between Rp. 1.000.000 – Rp. 3.000.000, 63 respondents (31,5%) who had income per month between Rp. 3.000.001 – Rp. 7.500.000, 59 respondent (29,5%) who had income per month between Rp. 7.500.001 – Rp. 15.000.000 and 11 respondents (5,5%) who had allowance more than Rp. 15.000.000. In conclusion, the majority allowance of involved respondents in this research was the respondents with allowance between Rp. 3.000.001 – 7.500.000.

4.3.1.5 Education

Table 4.15 Respondent Profile: Education

Education Respondent Percentage Elementary School 0 0% Junior High School 3 1,5% Senior High School 53 26,5% Bachelor Degree 124 62% Master Degree 20 10% Total 200 100%

Constructed by The researcher

Education 0% 1.5%

10% Elementary School 26.5% Junior High School Senior High School Bachelor Degree 62% Master Degree

Figure 4.5 Respondent Profile: Education Constructed by The researcher

As shown in Table 4.15 and Figure 4.5 it characterizes the profile of respondent in this research related with respondents’ education in which education of respondents in this research comprised of 0 respondents (0%) were primary school, 3 respondents (1,5%) were Junior high school, 53 respondents (26,5%) were Senior high school, 124 respondents (62%) were bachelor degree and 20 respondent (10%) were master degree. Thus, the majority Education of respondent in this research was bachelor degree graduates. 4.3.2 Respondent Responses

With respect to the questionnaire, the respondents in this research assessed dimension of brand equity and price that will influence their customer purchase decision in which the assessment of respondents referred to Brand Awareness, Brand Association, Perceived Quality, Price, and Customer Purchase Decision, the assessment of those aspects was based on likert scale table as follows:

Table 4.16 Likert Scale Strongly Disagree Neutral Agree Strongly Disagree Agree 1 2 3 4 5 Constructed by Researcher 4.3.2.1 Brand Awareness

Some identity attributes of this Indonesia AirAsia come to my Mind very quickly.

1 10 2 8 3 49 4 99 5 34

0 20 40 60 80 100 120

Figure 4.6 Brand Awareness Statement 1 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.7, 10 respondents are strongly disagree, 8 respondents are disagree, 49 respondents are neutral, 99 respondents are agree, and 34 of 200 respondents are strongly agree with the statement. Therefore majority respondents are agree with the statement. I am familiar with Indonesia AirAsia

1 5

2 12

3 53

4 75

5 55

0 20 40 60 80 100 120

Figure 4.7 Brand Awareness Statement 2 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.7, 5 respondents are strongly disagree, 12 respondents are disagree, 53 respondents are neutral, 75 respondents are agree, and 55 of 200 respondents are strongly agree with the statement. Therefore majority respondents are agree with the statement.

I can recognize AirAsia Indonesia quickly among other competing brands.

1 2 2 16 3 45 4 88 5 49

0 20 40 60 80 100 120

Figure 4.8 Brand Awareness Statement 3 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.8, 2 respondents are strongly disagree, 16 respondents are disagree, 45 respondents are neutral, 88 respondents are agree, and 49 of 200 respondents are strongly agree with the statement. Therefore majority respondents are agree with the statement I remember Indonesia AirAsia when buying a low cost arilines

1 6 2 17 3 34 4 82 5 61

0 20 40 60 80 100 120

Figure 4.9 Brand Awareness Statement 4 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.9, 6 respondents are strongly disagree, 17 respondents are disagree, 34 respondents are neutral, 82 respondents are agree, and 61 of 200 respondents are strongly agree with the statement. Therefore majority respondents are agree with the statement.

4.3.2.2 Brand Association

Indonesia AirAsia has very unique brand image, compared to competing brands.

1 3 2 26 3 63 4 86 5 22

0 20 40 60 80 100 120

Figure 4.10 Brand Association Statement 1 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.10, 3 respondents are strongly disagree, 26 respondents are disagree, 63 respondents are neutral, 86 respondents are agree, and 22 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

I respect and admire people who are using Indonesia AirAsia services.

1 12 2 31 3 86 4 55 5 5

0 20 40 60 80 100 120

Figure 4.11 Brand Association Statement 2 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.11, 12 respondents are strongly disagree, 31 respondents are disagree, 86 respondents are neutral, 55 respondents are agree, and 5 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Neutral with the statement

I like Indonesia AirAsia because of comfortability.

1 13

2 29

3 73

4 60

5 25

0 20 40 60 80 100 120

Figure 4.12 Brand Association Statement 3 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.12, 13 respondents are strongly disagree, 29 respondents are disagree, 73 respondents are neutral, 60 respondents are agree, and 25 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Neutral with the statement.

I like and trust Indonesia AirAsia because it reflects my personality feelings.

1 17 2 44 3 65 4 54 5 20

0 20 40 60 80 100 120

Figure 4.13 Brand Awareness Statement 4 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.13, 17 respondents are strongly disagree, 44 respondents are disagree, 65 respondents are neutral, 54 respondents are agree, and 20 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Neutral with the statement.

4.3.2.3 Perceived Quality

AirAsia Indonesia is very reliable.

1 8

2 18

3 74

4 82

5 18

0 20 40 60 80 100 120

Figure 4.14Perceived Quality Statement 1 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.14, 8 respondents are strongly disagree, 18 respondents are disagree, 74 respondents are neutral, 82 respondents are agree, and 18 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement

AirAsia Indonesia has a good quality Service.

1 7

2 17

3 59

4 90

5 27

0 20 40 60 80 100 120

Figure 4.15Perceived Quality Statement 2 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.15, 7 respondents are strongly disagree, 17 respondents are disagree, 59 respondents are neutral, 90 respondents are agree, and 27 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

Service from Air Asia Indonesia offer excellent features. (Seat, Meals, Cabin, baggage)

1 9 2 25 3 64 4 76 5 26

0 20 40 60 80 100 120

Figure 4.16Perceived Quality Statement 3 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.16, 9 respondents are strongly disagree, 25 respondents are disagree, 64 respondents are neutral, 76 respondents are agree, and 26 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

Air Asia Indonesia is safe to use

1 9

2 18

3 78

4 78

5 17

0 20 40 60 80 100 120

Figure 4.17Perceived Quality Statement 4 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.17, 9 respondents are strongly disagree, 18 respondents are disagree, 78 respondents are neutral, 78 respondents are agree, and 17 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Neutral and Agree with the statement. 4.3.2.4 Price

The price offered by AirAsia Indonesia is worthy with their services provided.

1 6 2 3 3 30 4 112 5 49

0 20 40 60 80 100 120

Figure 4.18Price Statement 1 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.18, 6 respondents are strongly disagree, 3 respondents are disagree, 30 respondents are neutral, 112 respondents are agree, and 49 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

The price of AirAsia Indonesia is affordable

1 5

2 6

3 32

4 90

5 67

0 20 40 60 80 100 120

Figure 4.19Price Statement 2 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.19, 5 respondents are strongly disagree, 6 respondents are disagree, 32 respondents are neutral, 90 respondents are agree, and 67 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

The price offered by AirAsia Indonesia is cheaper than other Low-Cost Airlines

1 4 2 10 3 46 4 91 5 49

0 20 40 60 80 100 120

Figure 4.20Price Statement 3 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.20, 4 respondents are strongly disagree, 10 respondents are disagree, 46 respondents are neutral, 91 respondents are agree, and 49 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

The price of AirAsia Indonesia is appropriate for the customers.

1 5 2 7 3 40 4 93 5 55

0 20 40 60 80 100 120

Figure 4.21PriceStatement 4 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.21, 5 respondents are strongly disagree, 7 respondents are disagree, 40 respondents are neutral, 93 respondents are agree, and 55 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement. 4.3.2.5 Customer Purchase Decision

I decided to purchase AirAsia Indonesia because of its quality.

1 13 2 30 3 61 4 81 5 15

0 20 40 60 80 100 120

Figure 4.22Customer Purchase Decision Statement 1 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.22, 13 respondents are strongly disagree, 30 respondents are disagree, 61 respondents are neutral, 81 respondents are agree, and 15 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

I decided to purchase AirAsia Indonesia because of the brand is familiar to me.

1 11 2 27 3 71 4 73 5 18

0 20 40 60 80 100 120

Figure 4.23Customer Purchase DecisionStatement 2 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.23, 11 respondents are strongly disagree, 27 respondents are disagree, 71 respondents are neutral, 73 respondents are agree, and 18 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree with the statement.

I decided to purchase AirAsia Indonesia because of its reputation.

1 13 2 26 3 70 4 70 5 21

0 20 40 60 80 100 120

Figure 4.24Customer Purchase DecisionStatement 3 Source: Primary Data – Microsoft Excel 2013 Based on diagram in the figure 4.24, 13 respondents are strongly disagree, 26 respondents are disagree, 70 respondents are neutral, 70 respondents are agree, and 21 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Agree and Neutral with the statement.

I decided to repeteadly purchase AirAsia Indonesia.

1 22 2 41 3 68 4 59 5 10

0 20 40 60 80 100 120

Figure 4.25Customer Purchase Decision Statement 4 Source: Primary Data – Microsoft Excel 2013

Based on diagram in the figure 4.25, 22 respondents are strongly disagree, 41 respondents are disagree, 68 respondents are neutral, 59 respondents are agree, and 10 of 200 respondents are strongly agree with the statement. Therefore majority respondents are Neutral with the statement.

4.4 Descriptive Statistics

In this section, Descriptive Statistics function is to explain about the mean and standard deviation of variables based on the responses of respondents. Mean is used to indicate which variable is the most dominant and non- dominant towards research. whereas, Standard deviation is used to determine the homogeneity of the groups in the study that specifically measures the dispersion of data. The results mean and standard deviation are shown in Table 4:18 below:

Table 4.17 Descriptive Statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Brand Awareness 200 1.00 5.00 3.8038 .71412 Brand Association 200 1.00 5.00 3.2512 .80377 Perceived Quality 200 1.00 5.00 3.4475 .78162 Price 200 1.00 5.00 3.9500 .76143 Purchase Decision 200 1.00 5.00 3.2113 .85106 Valid N (listwise) 200 Constructed by The researcher

Table 4.17 above shows that the most dominant involved variable in the research is variable Price with mean value of 3.95. Thus, that means the people have already had awareness with Indonesia AirAsia brand in Low Cost Carrier business of Aviation industry in which it is indicated the value of mean between 3.41 - 4.20 (Agree) based on class of analysis descriptive mean, and it show that means Price of Indonesia AirAsia is agreed by most of respondents with value 3.95.

Whereas, the least dominant of variable goes to Brand Association variable with mean value of 3.25. It shows that Brand Association of Indonesia AirAsia does not have important awareness in respondents’ perspective though the company actually has been implementing various marketing strategy to establish and increase the company brand association. Accordingly, respondents’ perspective toward Brand Association tends to be neutral since its means value is 3.25.

Moreover, if seen from the standard deviation data in the table, the results of the standard deviation is between 0.70 to 0.80, this means the dispersion value of the data generated in this study had little heterogeneity or lack of homogeneity of the value of research data.

4.5 Multiple Regression Analysis 4.5.1 Classical Assumption Test a. Normality Test Normality test function is to find whether the research is normally distributed on the independent variable and the dependent variable in this study are interrelated or not, it is seen in the analysis of histograms and probability plots are shown to exist Figure 4:26 and 4:27 below:

Figure 4.26 Normality Test: Histogram Source: Data Processing in SPSS 23.0

Based on the figure 4.26 above, results show that the distribution of data distributed by the normal due Histogram chart shows Bell-shaped form. Thus, the data used in this study has a variation of value and so can be used for multiple regression models.

Figure 4.27 Normality Test: Probability Plot Source: Data Processing in SPSS 23.0

Moreover, the normality test is also seen from the results of Probability plot in the figure 4.27 above. In the chart above, indicates that the data spread around the diagonal line and follow the direction of the diagonal line. It means that the data is accepted and can be used on multiple regression models for normally distributed.

b. Heterocedasticity Test

Figure 4.28.Heterocedasticity Test: Scatterplot Source: Data processing in SPSS 23.0

In the figure 4:28 above shows a good result of the data in the Scatterplot chart, and can be used for regression model because it was used to measure the heteroscedasticity test from the regression model. A good regression model will reflect a homocedasticity or no heterocedasticity, heterocedasticity presence can be analyzed by looking at scatter plot as shown above in which it exists if there is particular pattern in scatterplot. Therefore, by looking at scatterplot above then it can be concluded that there is no heterocedasticity presence since there is no a particular or clear pattern in scatter plot and the points spread above and below 0 (zero) on the Y-axis and X- axis.

c. Multicollinearity Test

Basically, multicollinearity test is also a series of classical assumption that need to be tested on regression model in which a regression model has to have no multicollinearity in its model.

Tolerance and Variance Inflation Factor (VIF) value is a measure in identifying multicollinearity in a regression model in which it only occurs when the coefficient Tolerance value is lower than 0 or bigger than 1 and VIF value is bigger than 10.

Therefore, Tolerance and Variance Factor value used to check whether or not there is presence of multicollinearity in which Tolerance and Variance Inflation Factor value of this data is shown following Table 4.18

a Coefficients Collinearity Statistics

Model Tolerance VIF

1 (Constant)

BAT .538 1.859

BAST .368 2.591

PQT .336 2.972

CPDT .629 1.590

a. Dependent Variable: PURCHASE_DECISION Table Source:4.18 Multicollinearity Data processing test: in SPSSTolerance 23.0 and VIF value

Based on Table 4.18 above, it shows the Tolerance and VIF value of data in this research in which the Tolerance value lies in between .336 - .629 and VIF value lies in between 1.590 – 2.972. So, it means that the data has passed multicollinearity test and suiable for regression model when there is no indication of multicollinearity existence in regression model.

4.5.2 Multiple Regression Analysis

As explained previously, multiple regression analysis in this section was used to examine correlation between each independent variables on dependent variable so that it generated the strength and the weakness of involved variable.

Multiple regression analysis was performed by using SPSS 23.0 software which showed the correlation of involving variables in this research, the result of multiple regression is shown following Table 4.19

Table 4.19 Multiple Regression Analysis: Coefficient Coefficientsa

Unstandardized Standardized Collinearity Coefficients Coefficients Statistics

Model B Std. Error Beta T Sig. Tolerance

1(Constant) -.356 .205 -1.734 .084

BAT .031 .062 .026 .498 .619 .538

BAST .389 .065 .367 5.941 .000 .386

PQT .511 .072 .470 7.097 .000 .336

PRT .107 .054 .096 1.975 .050 .629

a. Dependent Variable: CPDT

According to Table 4.20 above, it shows all coefficient of involving variables that include in a multiple regression equation of this research. All of variables’ coefficient were included in multiple regression equation as their significance values were lower than 0.05. Then, it was formed by using unstandardized coefficient value since the variables has same unit of measurement, so that the equation of multiple regression models based on standardized coefficient as follows: Y = - .356 +.389BAS + .511PQ + .107PR Where: Y = Customer Purchase Decision BAS = Brand Association PQ = Perceived Quality

PR = Price Moreover, based on above multiple regression equation, it explains the influence of each independent variables toward dependent variable that is discussed as follows: a) The multiple regression has a constant value at -0.356, it means value of -0.356 in total value of Purchase Decision is gained from the constant value of unstandardized coefficient regardless the value of each variables in this equation. b) The coefficient of Brand Awareness (X1) in regression equation is 0.031 in which it means that the value of Customer Purchase Decision will increase as much 0.031 in every increment one unit of Brand Awareness and the other variables remain constant. c) The coefficient of Brand Association (X2) in regression equation shows a value of 0.389 in which it means that the value of Customer Purchase Decision will increase as much 0.389 in every increment one unit of Brand Awareness while the other variables remain constant. d) The coefficient of Perceived Quality (X3) in regression equation is 0.511 which is the highest value in equation; it means that the value of Customer Purchase Decision will increase as much 0.162 in every increment one unit of Perceived Quality and the other variables remain constant. e) The coefficient of Price (X4) in regression equation is 0.185 in which it means that the value of Customer Purchase Decision will increase as much 0.162 in every increment one unit of Price and the other variables remain constant.

4.6 Hypothesis Testing Result

4.6.1 T-test

T-test was used to analyze the partial correlation between each independent variable (coefisien) of the dependent variable. T-test was conducted in SPSS software by comparing the significance of each variable by looking at the value of t-count and t-table with a value of 1.97. T-test results will be the basis for taking a decision of hypothesis. (null hypothesis or alternative hypothesis).

a. Brand Awareness

Ho1 There is no partially significant influence between Brand Awareness with Customer Purchase Decision. Ha1 There is partially significant influence between Brand Awareness with Customer Purchase Decision.

Based on Table 4.20, it shows the t-test result of all variables which was obtained by using SPSS 23.0 software. Then, T-count values of Brand Awareness variable is 0.498 with significance value of .619 in which it means that T-count (0.498) is lower than t-table (1.97) and the significance value of Brand Awareness is greater than standard error of 5% so that it can be decided that Ho1 is accepted and Ha1 is rejected. As a result, there isno partially significant influence between Brand Awareness with Customer Purchase Decision.

b. Brand Association

Ho2There is no partially significant influence between Brand Association with Customer Purchase Decision. Ha2There is partially significant influence between Brand Association with Customer Purchase Decision. From the Table 4.20 shows that the t-count of Performance is 5.941 with significant value of .000 so that it can be interpreted that there is partially significant influence between Brand Association with Purchase Decision because t-count is greater than t-table (1.97) and significant value is lower than standard error of 5%. Therefore, the alternative hypothesis is accepted for explaining the influence between Brand Association with Customer Purchase Decision. c. Perceived Quality

Ho3There is no partially significant influence between Perceived Quality with Customer Purchase Decision. Ha3There is partially significant influence between Perceived Quality with Customer Purchase Decision.

The result t-test of Responsibility is also shown in Table 4.20 in which t- count of Responsibility lies on value of 7.097 with significance value of 0.000. Thereby, it indicates that the alternative hypothesis is used to explain the influence between Perceived Quality and Customer Purchase Decision since the t-count value is highly greater than t-table (1.97) and significance value is not greater than 0,05 which is the standard of error in this research. So, the alternative hypothesis is accepted in which there is partially significant influence between Perceived Quality with Customer Purchase Decision. d. Price

Ho4There is no partially significant influence between Price with Customer Purchase Decision. Ha4There is partially significant influence between Price with Customer Purchase Decision.

From the Table 4.20 shows that the t-count of Price is 1.975 with significant value of .050 in which it means that t-count of Price is greater than t-table (1.972) and the significance value same with standard error of 5% so that it indicates that there is partially significant influence between Price with Customer Purchase Decision. Therefore, the alternative hypothesis is accepted for explaining the influence between Pricewith Customer Purchase Decision and then the null hypothesis is rejected.

4.6.2 F-test

F-test is used to determine the relationship between all independent variables on the dependent variable simultaneously. F-test is analyzed by assessing f-count value in ANOVA as shown in Table 4.20 with f-table value in which the f-table value in this research is 2.40. Then, Ho5 is accepted if t-count < t-table and Ha5 is accepted if t-count > t-table, vice versa.

Table 4.20 Multiple Regression Analysis: F-test (ANOVA) ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 102.726 4 25.681 120.929 .000b

Residual 41.412 195 .212

Total 144.137 199

a. Dependent Variable: CPDT

b. Predictors: (Constant), PRT, BAST, BAT, PQT

Constructed in SPSS 23.0

Ha5 There is significant simultaneously influence between Brand Awareness, Brand Association, Perceived Quality, Pricewith Customer Purchase Decision.

From Table 4.21, it can be seen the ANOVA table for analyzing f-test in which f-count shows value of 120.929 with significance value of .000 so that it can be interpreted that f-count values is highly greater than f-table (2.40) and significant value is less than standard of error (0.05). Therefore, the null hypothesis is rejected while the alternative hypothesis is accepted which describes that there is a significant simultaneously influence between Brand Awareness, Brand Association, Perceived Quality, Price with Customer Purchase Decision.

4.6.3 The Coefficient of Determination (R2)

The coefficient of determination used to explain variations in the dependent variable or contribution to dependent variable. The coefficient of determination of this model is shown by following Table 4.21.

Table 4.21 Multiple Regression Analysis: Coefficient of Determination (R2) Model Summaryb

Adjusted R Std. Error of the Durbin- Model R R Square Square Estimate Watson

1 .844a .713 .707 .46083 2.152

a. Predictors: (Constant), PRT, BAST, BAT, PQT b. Dependent Variable: CPDT

By looking at the results of Model summary above, which shows the number of R square is 0.713 or 71.3%. it means that the purchasing decisions of customers influenced 71.3% from the variables in this study which is Brand Awareness, Brand Association, Perceived Quality, Price which constitute Brand Equity and Price and the rest of 29.7% of Customer Purchase Decision is influenced by other variables which are not included in this research such as Brand Loyalty, and promotion strategy.

4.7 Interpretation of Result The researcher is able to interpret the result of analysis which there are 200 respondents involved in research who comprises of various characteristics and backgrounds. Questionnaires were distributed to those respondents for data collection purposes in which based on descriptive analysis shows the result of data gathered that the most dominant variable is Price since it has the highest means value of 3.95 that means all respondents tend to agree with Price. While, the least dominant variable is Brand Association with lowest means value of 3.25 in which it means that respondent tend to be neutral with Brand Association.

Subsequently, the validity test result shows the value of Pearson’s Correlation Coefficient of all variables (r-count) are greater than r- table(0.3610) that indicates that has passed validity test. Most of indicators in each variables has high positive correlation and very high correlation for their range values of validity since their r-count are in range 0.61 – 0.99. Then, the reliability test in pretest stage shows the value of variables’ Cronbach Alpha are in range of 0.7 – 0.9 which means that all variables have a good reliability for instrument in collecting data. Overall, the questionnaire is valid and reliable as collecting data instrument

The result of multiple regression equation forms a equation of Y = - .356 + .389BAS + .511PQ + .107PR in order to measure total influence of each variable in Brand Equity and Price toward Purchase Decision of customers. The equation means that Brand Association has value of .389 increases in one unit, Perceived Quality has value of .511 increases in one unit and Price has value of .107 increases in one unit so that if all variables have value of 0 then Purchase Decision value is -.356, and only Brand Awareness that not influencing the customer purchase decision because the t value is lower than t-table.

Moreover, independent variables of Brand Association, Perceived Quality, and Price have partially and simultaneously significant influence on dependent variable since t-count and f-count values of independent variables are greater than t-table and f-table. The most dominant variable that influences Purchase decision is Perceived Quality with t-count value of 7.097 and significance value of .000. While, the least dominant variable is Price with t-count value of 1.975 and significance value of 0.050. Thus, it means that Brand Association has more power in influencing Customer Purchase Decision though Price has lowest mean, based on respondents responses compared with Price which has highest mean thereby the highest or the lowest level of mean does not guarantee that costumer will use or will not use Indonesia AirAsia.

The result of coefficient of determination (R2) is also used for analyzing hypothesis testing in which the value of R2 is .713 or 71.3%, it means that the proportion of Purchase Decision as dependent variable influenced by independent variables is 71.3% and the rest of 29.7% is influenced by other variables that are not discussed in this research. As a result, it can be comprehended that Brand Equity and Price as the main point of independent variables only influence 71.3% on Purchase Decision of customer for using an Indonesia AirAsia.

In addition, the results of this research complements the results of research from Chou and Zhen (2013) Which suggests that brand equity and price are critical factors to improve the buying interest public to use the airline, and provide experience to the public to establish customer loyalty and increase profits. in this context, brand equity and price can be regarded as an important aspect to attract customers as the goal to establish the buying interest of public, which proved in brand association variables significantly influence customer purchase decision.

CHAPTER V

CONCLUSION AND RECOMMENDATION

In this Chapter, the researcher forms a conclusion of study and gives a constructive recommendation for parties that correspondent to this study in terms of integrated quantitative study. Specifically, the conclusion and recommendation will be delivered based on descriptive analysis and multiple regression analysis in which.

5.1 Conclusion In accordance with thorough analysis of this research related with analysis of Brand Equity and Price toward customers purchase decision then the researcher is able to come with several conclusions as follows:

a. Corporate Image through Quality, Performance, Responsibility, Attractiveness variables shows that there is partially and simultaneously significant influence between Quality, Performance, Responsibility, and Attractiveness with Purchase Decision. b. Based on result of multiple regression analysis, it says that independent variables have correlation and influence on dependent variable in which it means that the level of Customer Purchase Decision as dependent variable will be influenced by independent variables i.e., Brand Awareness, Brand Association, Perceived Quality, and Price. The level of independent variables’ influence on dependent variable can be measured through following regression.

Y = - .356 +.389BAS + .511PQ + .107PR

c. Brand Awareness (X1) shows indication of negative significant influence on purchase decision and it is also agreed by respondent based on means score of respondent’s responses. It indicates that people hasn’t influenced with Brand Awareness of Indonesia AirAsia so that people are not attracted and not influenced with Indonesia AirAsia as their air transport service and Brand Awareness can be considered as substantial instrument that doesn't need to be maintained since it hasn't crucial role in Indonesia AirAsia Brand Equity that will influence purchase decision. d. In descriptive analysis, Brand Association variable (X2) has the least dominant influence on this study since the respondents tend to be neutral with all Brand Association’s statement so that it means people does not have sufficient knowledge with Brand Association activity of company. However, Brand Association arises as the most influential factor on Customer Purchase Decision based on multiple regression result to which indicates that people will tend to be attracted by company with Brand Association concerns. Therefore, the level of Customer purchase decision of Indonesia AirAsia customers Jakarta – Denpasar route is affected by company’s Brand Association concern on customers’ perspectives. e. Perceived Quality (X3)also has positive and significant influence on Customer purchase decision even though it has neutral responses based on means score of respondent’s responses which means that Perceived Quality still plays important role in affecting people to use their purchase decision even if respondents tend to be neutral with current Perceived Quality offered by Indonesia AirAsia. Therefore, Perceived Quality in Indonesia AirAsia Low Cost business operation is still considered as crucial thing for attracting its customer to use their service and it also will assist Indonesia Airasia for establishing a favorable Brand Equity since it has positive and significant relationship on Purchase Decision. f. Then, the result of respondent response in Table 4.18 also shows that Price (X4) becomes the most dominant variable as it has the highest mean score so that it reflects that people have good knowledge with Price of Indonesia AirAsia. In regression model, conversely, it does not also become the most dominant factor that influence people on their Purchase Decision but it still has correlation on Customer Purchase Decision. Hence, Price hasn’t strongly influence people on their Customer Purchase Decision although people possess a well- understanding and comprehensive knowledge with Price of Indonesia AirAsia.

g. The contribution of all independent variables on Purchase Decision can be seen in Table 4.22 in which it shows that 71.3% of Customer Purchase Decision’s influence can be explained or determined by independent variables and the rest is explained by other variables that are not included in this study. Therefore, it means that Brand Equity as the core of independent variables has only 71.3% contribution to influence people on their Purchase Decision so that Low Cost Airlines strategy for creating a Brand Equity to influence customer purchase decision is quite satisfied since established Brand Equity due to Low Cost Airlines strategy is able to influence almost half of Customer Purchase Decision.

5.2 Recommendation In accordance with explanation of conclusion result above, the researcher initiates offering some recommendations and suggestions related with result of this study in which the recommendation is addressed to some parties as follows:

5.2.1 PT. Indonesia AirAsia

a. PT. Indonesia AirAsia as one of the leading airline companies in Indonesia need to improve marketing strategy to deliver the information to the consumer about the company's brand image. Especially, companies need to develop and maintain marketing strategies that will give direct impact to the people so that consumer awareness will be increased effectively. It is very important to provide information to the public will be the company's ability to provide superior service to the consumer and this will greatly affect the brand equity of companies in which the level of the company's brand equity will influence purchasing decisions of customers. b. PT. Indonesia AirAsia also needs to improve its brand association on brand equity of the company in order to ensure people that Indonesia AirAsia really has reliable brand image that not possessed in other airlines company because based on respondents responses, they tend to be neutral with current brand association of Indoensia AirAsia. Thus, it is important for company to concern with association since it reflects brand equity of Indonesia AirAsia that has significant influence on customers’ purchase decision.

5.2.2 For Further Researcher

a. For further research, I expect the study to represent with two sides which is the customer and the company that considering other aspects, such as brand loyalty and other assets of the company. With quantitative methods should be able to measure brand equity with more accurate results. Subsequent research should examine other objects are also quite phenomenal in the purchase decision for consumers, including the phenomenon of increased demand for consumer needs in using the airline in Indonesia. b. Furthermore, the future research may be Able to examine the analysis of Brand Equity of company toward customer purchase decision but it is suggested to be implemented on other companies so that the result of research can still be beneficial as comparison in this research. c. The last but not least, further research is supposed to examine different population associated with current research and number of sample for further research also is expected more than this research in order to gain better accuracy of research result. Thereby, the further research will be able to complement current knowledge to be more comprehensive so that it can be used for necessary development that related with the research. REFERENCES

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Retrieved on September 2016 http://centreforaviation.com/analysis/airasia-nears-50-million-annual- passenger200-aircraft-milestones-having-transformed-asian-aviation-203232

Retrieved on September 2016 http://hubdat.dephub.go.id/data-a-informasi/pdda/tahun-2014 Retrieved on October 2016 http://data.go.id/dataset/jumlah-penumpang-yang-berangkat-pada-penerbangan- domestik/resource/2426d98c-ef35-403f-9464-bb127e2715e7 Retrieved on October 2016 http://www.bps.go.id/linkTableDinamis/view/id/812

APPENDIX A QUESTONNAIRE “The Impact of Brand Equity and Price towards Customer Purchasing Decision in Low Cost Airlines” (A Case Study of Indonesia AirAsia, Jakarta – Denpasar route) Introduction to Questionnaire Dear Sir or Madam, It will be very beneficial for both of us if you are willing to spare some of your times to fill up this questionnaire. Here I point out the intent and purpose of these questionnaires along with general instructions filling. The questionnaire was developed in order to measures the Brand Equity, Price and Purchase Decision of Indonesia Asia in Jabodetabek. The purpose of this research is to determine how brand equity and price impacts on purchasing decision for Indonesia AirAsia usage in Jabodetabek. Based on Brand Equity Theory by David Aaker, there are three dimensions of brand equity which are brand awareness, brand associations, and Perceived quality, and also theory about Price by Kotler and Keller. Therefore, from that theory, I develop some statements into questionnaire that are relevant to the theory. By knowing the result of the research I hope that it will make a benefit for you and for me.

The Questionnaire consists of 3 (Three) Parts:

Part I : General Description about Respondent Profile

Part II : Instruction of Questionnaire Filling

Part III : Statement of the Brand Equity and Purchase Decision

Thank you very much for your attention and cooperation acknowledged.

Jakarta, October 2016

Best Regards,

Fazrul Rahman ------Part I ------In this section, you are asked to fill your profile, please cross (X) or circle the statement below.

Respondent Profile Name (Optional) Gender Male Female ⎕ Age ⎕ < 20 years old 36 – 55 years old 20 – 25 years old > 55 years old ⎕ ⎕ Marital Status ⎕ Single ⎕ Married ⎕ Education ⎕ Elementary School Bachelor Degree Junior High School Graduate Study ⎕ Senior High School ⎕ ⎕ ⎕ Income per ⎕ ≤ Rp. 1,000,000 Rp. 7,500,001 – 15,000,000 month Rp. 1,000,001 – >Rp. 15,000,000 ⎕3,000,000 ⎕ ⎕ Rp. 3,000,001 – ⎕ 7,500,000 ⎕ ------Part II ------Instruction for filling In this section you are asked to give an opinion on how much the following statement in accordance to the brand equity and purchase decision. Please rate the following statement according to Strongly Disagree (SD), Disagree (D), Neither Agree or Disagree (N), Agree (A) and Strongly Agree (SA): Choose 1 if you are Strongly Disagree (SD) with the statement

Choose 2 if you are Disagree (D) with the statement

Choose 3 if you are Neither Agree or Disagree (N) with the statement

Choose 4 if you are Agree (A) with the statement

Choose 5 if you are Strongly Agree (SA) with the statement ------Part III ------Indonesia AirAsia

BRAND AWARENESS No. Statements 1 2 3 4 5 SD D N A SA 1 Some identity attributes of this Indonesia AirAsia come to my Mind very quickly. 2 I am familiar with Indonesia AirAsia. 3 I can recognize Indonesia AirAsia quickly among other competing brands. 4 I remember Indonesia AirAsia when buying a low cost arilines BRAND ASSOCIATION No. Statements 1 2 3 4 5 SD D N A SA 1 Indonesia AirAsia has very unique brand image, compared to competing brands. 2 I respect and admire people who are using Indonesia AirAsia services. 3 I like Indonesia AirAsia because of comfortability. 4 I like and trust Indonesia AirAsia because it reflects my personality feelings PERCEIVED QUALITY No. Statements 1 2 3 4 5 SD D N A SA 1 Indonesia AirAsia is very reliable. 2 Indonesia AirAsia has a good quality Service. 3 Service from Indonesia AirAsia offer excellent features. (Seat, Meals, Cabin, baggage). 4 Indonesia Air Asia is safe to use.

PRICE No. Statements 1 2 3 4 5 SD D N A SA 1 The price offered by Indoensia AirAsia is worthy with their services provided. 2 The price of Indonesia AirAsia is affordable. 3 The price offered by Indonesia AirAsia is cheaper than other Low-Cost Airlines. 4 The price of Indonesia AirAsia is appropriate for the customers. CUSTOMER PURCHASE DECISION No. Statements 1 2 3 4 5 SD D N A SA 1 I decided to purchase Indonesia AirAsia because of its quality. 2 I decided to purchase Indonesia AirAsia because of the brand is familiar to me. 3 I decided to purchase Indonesia AirAsia because of its reputation. 4 I decided to repeteadly purchase Indonesia AirAsia.

“Pengaruh Ekuitas Merek dan Persepsi Harga terhadap Keputusan Pembelian konsumen pada Maskapai bertarif rendah”

(Studi Kasus Indonesia AirAsia rute penerbangan Jakarta – Denpasar)

Pengantar Kuisoner

Kepada yth.Bapak dan Ibu,

Berkenaan dengan penelitian tentang Pengaruh Ekuitas Merek dan harga terhadap Keputusan Pembelian untuk Indonesia AirAsia rute penerbangan Jakarta – Denpasar, di Jabodetabek, Saya memohon izin kepada Bapak dan Ibu untuk dapat meluangkan waktu Anda mengisi kuisoner ini. Selanjutnya, Saya akan menjelaskan maksud dan tujuan dari kusioner ini dengan petunjuk pengisiannya.

Tujuan dari penelitian ini untuk melihat bagaimana ekuitas merek dan harga berpengaruh terhadap keputusan pembelian dari konsumen AirAsia Indonesia rute perjalanan Jakarta – Denpasar, di Jabodetabek. Berdasarkan teori yang dikemukakan oleh David Aaker, terdapat beberapa dimensi dari ekuitas merek yaitu, kesadaran merek, asosiasi merek, persepsi kualitas, dan juga teori tentang harga yang dikemukakan oleh Kotler dan Keller Berdasarkan teori tersebut, saya mengembangkan beberapa pernyataan yang relevan dengan teori.

Kuisoner ini dibagi menjadi 3 bagian:

Bagian I : Deskripsi Umum tentang Profil Responden

Bagian II : Petunjuk Pengisian Kuisoner

Bagian III : Penjabaran Ekuitas Merek, Harga dan Keputusan Pembelian

Terima Kasih banyak atas perhatian dan dukungan Bapak dan Ibu.

Cikarang, 20 oktober 2016 HormatSaya,

Fazrul Rahman

------Bagian I ------Pada sesi ini, Anda akan diminta untuk mengisi profil Anda. Mohon beritanda silang (X) atau lingkari pernyataan dibawah ini.

Respondent Profile Nama (Opsional) JenisKelamin Laki-laki Perempuan ⎕ Umur ⎕ < 20 Tahun 36 – 55 Tahun 20 – 25 Tahun > 55 Tahun ⎕ ⎕ Status ⎕ Belum Menikah ⎕ Menikah ⎕ Pendidikan ⎕ SD S1 Terakhir SMP S2 ⎕ SMA ⎕ ⎕ ⎕ Penghasilan ⎕ ≤ Rp. 1,000,000 Rp. 7,500,001 – 15,000,000 Per bulan Rp. 1,000,001 – 3,000,000 >Rp. 15,000,000 ⎕ Rp. 3,000,001 – 7,500,000 ⎕ ⎕ ⎕ ⎕

------Bagian II ------Petunjuk Pengisian Kuisoner

Pada sesi ini, Anda akan diminta untuk member pendapat Anda mengenai ekuitas merek dan keputusan pembelian. Mohon menilai berdasarkan Sangat Tidak Setuju, Tidak setuju, Netral, Setuju dan Sangat Setuju :

Pilih1 JikaAnda Sangat Tidak Setuju dengan pernyataan.

Pilih 2 Jika Anda Tidak Setuju dengan pernyataan.

Pilih 3 Jika Anda Netral dengan pernyataan.

Pilih 4 Jika Anda Setuju dengan pernyataan.

Pilih 5 Jika Anda Sangat Setuju dengan pernyataan. ------Bagian III ------INDONESIA AIRASIA

PERSEPSI KUALITAS No. Pernyataan 1 2 3 4 5 ST T N S SS 1 Maskapai Indonesia AirAsia sangat dapat diandalkan 2 Indonesia AirAsia mempunyai kualitas servis yang baik 3 Maskapai Indonesia AirAsia menawarkan pelayanan yang sangat baik (Kursi, makanan dan minuman, kabin, bagasi) 4 Maskapai Indonesia AirAsia aman digunakan KESADARAN MEREK. No. Pernyataan 1 2 3 4 5 ST T N S SS 1 Beberapa ciri identitas dari maskapai Indonesia AirAsia muncul di pikiran dengan sangat cepat. 2 Saya sangat familiar dengan maskapai Indonesia AirAsia. 3 Saya dapat mengenali maskapai Indonesia AirAsia dengan cepat diantara merek lainnya. 4 Saya mengingat Indonesia AirAsia ketika membeli tiket penerbangan bertarif rendah. ASOSIASI MEREK. No. Pernyataan 1 2 3 4 5 ST T N S SS 1 Maskapai Indonesia AirAsia memiliki citra merek yang sangat unik dibandingkan dengan merek lainnya 2 Saya menghargai dan mengagumi orang yang menggunakan maskapai Indonesia AirAsia. 3 Saya menyukai citra maskapai Indonesia AirAsia karena kenyamanannya. 4 Saya suka dan percaya terhadap maskapai Indonesia AirAsia karena mencerminkan kepribadian saya. HARGA No. Pernyataan 1 2 3 4 5 ST T N S SS 1 Harga yang ditawarkan maskapai Indonesia AirAsia sesuai dengan layanan yang diberikan. 2 Harga maskapai Indonesia AirAsia sangat terjangkau. 3 Harga yang ditawarkan Maskapai Indonesia AirAsia Lebih murah dari maskapai bertarif rendah lainnya. 4 Harga Indonesia AirAsia sesuai dengan kemampuan pelanggan. KEPUTUSAN PEMBELIAN No. Pernyataan 1 2 3 4 5 ST T N S SS 1 Saya memutuskan untuk membeli penerbangan Indonesia AirAsia karena kualitasnya. 2 Saya memutuskan untuk membeli penerbangan Indonesia AirAsia karena familiar dengan mereknya. 3 Saya memutuskan untuk membeli penerbangan Indonesia AirAsia karena reputasinya. 4 Saya memutuskan untuk selalu membeli penerbangan Indonesia AirAsia.

APPENDIX B RAW DATA

No. BA1 BA2 BA3 BA4 BAT BAS1 BAS2 BAS3 BAS4 BAST PQ1 PQ2 PQ3 PQ4 PQT 1 4 4 3 4 3.75 4 3 4 3 3.5 3 4 4 4 3.75 2 3 5 4 4 4 3 3 4 4 3.5 4 4 4 5 4.25 3 5 5 4 5 4.75 5 4 3 3 3.75 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 1 1 1 1 1 2 2 1 2 1.75 1 2 2 1 1.5 6 3 4 3 4 3.5 4 4 3 3 3.5 3 3 4 3 3.25 7 4 5 5 4 4.5 4 2 2 2 2.5 3 4 4 4 3.75 8 4 4 3 4 3.75 4 5 4 4 4.25 5 4 4 3 4 9 1 2 2 2 1.75 2 2 2 2 2 2 2 2 2 2 10 4 5 5 5 4.75 3 4 4 4 3.75 5 4 4 4 4.25 11 4 1 5 2 3 2 1 1 1 1.25 2 2 1 2 1.75 12 3 4 4 3 3.5 4 3 3 2 3 3 3 3 3 3 13 3 3 3 4 3.25 4 3 3 4 3.5 3 4 4 4 3.75 14 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 15 4 4 4 4 4 3 3 3 4 3.25 4 4 4 4 4 16 4 4 4 4 4 4 4 3 3 3.5 4 4 3 3 3.5 17 4 4 3 2 3.25 4 3 2 2 2.75 2 2 2 2 2 18 4 4 3 5 4 3 2 2 2 2.25 4 4 4 5 4.25 19 1 3 5 4 3.25 4 1 3 3 2.75 3 3 3 4 3.25 20 4 3 3 2 3 1 2 3 3 2.25 2 3 2 3 2.5 21 3 2 3 1 2.25 2 5 5 5 4.25 5 5 5 5 5 22 3 2 5 4 3.5 2 1 1 1 1.25 1 1 2 3 1.75 23 5 4 4 4 4.25 3 3 2 2 2.5 3 3 2 3 2.75 24 3 4 4 5 4 3 4 3 4 3.5 3 3 3 3 3 25 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 26 4 4 4 3 3.75 4 3 3 3 3.25 3 4 3 4 3.5 27 3 4 5 5 4.25 3 3 2 3 2.75 3 3 2 3 2.75 28 4 4 5 4 4.25 3 3 4 4 3.5 3 5 3 2 3.25 29 3 3 4 4 3.5 2 2 3 3 2.5 4 3 2 3 3 30 3 4 4 4 3.75 3 4 3 3 3.25 3 3 3 3 3 31 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 32 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 33 3 4 3 4 3.5 2 3 2 2 2.25 3 3 3 3 3 34 5 5 3 5 4.5 5 3 2 2 3 3 3 3 4 3.25 35 4 3 5 5 4.25 5 3 3 1 3 3 3 3 3 3 36 4 3 4 5 4 3 3 2 3 2.75 3 3 3 3 3 37 4 4 4 5 4.25 2 3 3 3 2.75 4 4 4 4 4 38 3 5 4 5 4.25 4 3 3 3 3.25 4 4 3 3 3.5 39 2 3 4 4 3.25 3 3 4 4 3.5 4 4 4 4 4 40 4 3 3 4 3.5 4 2 3 4 3.25 3 3 4 4 3.5 41 1 5 4 5 3.75 4 3 2 2 2.75 3 3 4 2 3 42 4 5 4 3 4 3 4 4 3 3.5 4 4 4 5 4.25 43 4 5 4 4 4.25 5 3 3 2 3.25 4 4 4 4 4 44 3 3 3 4 3.25 4 4 4 4 4 4 4 4 4 4 45 3 3 4 5 3.75 2 3 1 1 1.75 3 3 2 3 2.75 46 4 4 4 3 3.75 3 3 3 2 2.75 3 3 3 4 3.25 47 5 4 4 4 4.25 3 2 3 2 2.5 2 3 3 3 2.75 48 4 4 3 5 4 3 3 2 2 2.5 3 2 2 3 2.5 49 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3.75 50 5 5 4 5 4.75 3 3 3 3 3 4 4 4 4 4 51 3 4 4 4 3.75 4 3 3 3 3.25 3 4 3 4 3.5 52 3 4 4 4 3.75 3 3 3 3 3 3 3 3 3 3 53 5 3 4 5 4.25 2 1 2 3 2 3 4 3 3 3.25 54 2 2 2 5 2.75 2 2 1 1 1.5 1 1 2 1 1.25 55 4 4 4 5 4.25 4 3 4 4 3.75 4 5 5 3 4.25 56 4 4 3 4 3.75 3 3 4 3 3.25 4 4 4 4 4 57 4 4 3 4 3.75 3 3 4 3 3.25 4 4 4 4 4 58 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 59 3 5 4 5 4.25 2 1 1 1 1.25 2 2 1 2 1.75 60 3 1 3 1 2 4 3 3 5 3.75 3 2 2 3 2.5 61 4 5 5 4 4.5 5 2 4 2 3.25 5 4 5 4 4.5 62 4 3 4 5 4 2 3 4 4 3.25 3 3 2 5 3.25 63 4 4 3 5 4 4 3 3 2 3 3 3 3 3 3 64 3 2 3 3 2.75 3 4 3 2 3 3 3 3 3 3 65 3 4 4 4 3.75 3 3 4 5 3.75 4 4 3 3 3.5 66 2 3 2 2 2.25 4 3 2 2 2.75 1 1 3 1 1.5 67 3 4 5 3 3.75 4 4 3 2 3.25 4 4 3 4 3.75 68 5 4 5 5 4.75 5 5 5 2 4.25 4 4 4 4 4 69 4 5 4 5 4.5 5 4 3 2 3.5 3 4 5 4 4 70 4 5 5 5 4.75 4 4 5 2 3.75 5 4 2 3 3.5 71 5 4 5 5 4.75 4 2 4 4 3.5 4 4 4 4 4 72 5 3 3 3 3.5 4 4 4 3 3.75 4 4 4 4 4 73 5 4 4 4 4.25 5 4 4 3 4 4 4 5 4 4.25 74 2 3 5 5 3.75 4 4 3 3 3.5 3 4 3 4 3.5 75 2 4 3 2 2.75 3 2 3 2 2.5 3 3 3 4 3.25 76 3 3 4 4 3.5 4 2 2 2 2.5 2 2 3 3 2.5 77 3 3 4 5 3.75 4 2 3 2 2.75 3 4 3 4 3.5 78 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 79 4 5 3 4 4 3 3 3 3 3 3 3 2 3 2.75 80 3 5 4 3 3.75 3 3 3 4 3.25 4 3 3 4 3.5 81 4 5 5 5 4.75 4 3 4 4 3.75 4 4 3 4 3.75 82 4 4 4 4 4 4 3 4 4 3.75 4 4 4 4 4 83 4 4 4 5 4.25 4 4 4 3 3.75 4 3 4 4 3.75 84 3 3 3 3 3 3 2 3 3 2.75 3 1 1 1 1.5 85 3 4 3 1 2.75 3 2 2 1 2 2 2 2 1 1.75 86 4 5 5 3 4.25 3 4 3 3 3.25 4 3 4 4 3.75 87 3 5 5 5 4.5 5 5 5 5 5 5 5 5 5 5 88 4 5 5 4 4.5 2 1 1 1 1.25 3 2 2 1 2 89 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3 90 4 4 3 5 4 3 5 3 3 3.5 4 4 4 4 4 91 4 5 5 5 4.75 4 1 2 2 2.25 2 5 1 4 3 92 4 5 5 4 4.5 3 3 4 3 3.25 4 4 4 4 4 93 1 4 4 4 3.25 2 2 2 2 2 3 3 3 3 3 94 4 5 5 3 4.25 3 3 3 3 3 3 3 3 3 3 95 5 4 4 5 4.5 4 4 5 4 4.25 4 5 4 4 4.25 96 5 5 3 4 4.25 2 2 4 4 3 2 4 4 5 3.75 97 5 4 4 3 4 4 4 4 4 4 2 2 3 3 2.5 98 4 4 4 2 3.5 2 3 5 4 3.5 3 3 3 4 3.25 99 5 5 5 5 5 5 4 3 4 4 4 5 4 4 4.25 100 3 2 4 4 3.25 4 4 4 4 4 3 5 4 3 3.75 101 5 5 3 4 4.25 3 3 3 3 3 3 3 3 3 3 102 3 3 2 4 3 3 4 3 2 3 3 4 4 4 3.75 103 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 104 4 4 4 3 3.75 3 3 3 3 3 3 3 2 3 2.75 105 4 5 4 4 4.25 4 2 3 2 2.75 4 4 3 4 3.75 106 4 5 4 5 4.5 3 2 1 3 2.25 3 3 3 2 2.75 107 4 3 3 3 3.25 4 3 3 3 3.25 3 3 3 3 3 108 3 2 5 4 3.5 3 2 2 2 2.25 2 2 3 3 2.5 109 5 5 4 3 4.25 4 2 3 2 2.75 3 3 2 3 2.75 110 4 4 3 2 3.25 3 1 1 1 1.5 1 1 1 3 1.5 111 4 3 3 4 3.5 3 4 4 3 3.5 3 3 4 4 3.5 112 5 4 4 5 4.5 5 3 3 3 3.5 4 4 3 4 3.75 113 4 2 3 4 3.25 4 4 2 1 2.75 3 3 4 4 3.5 114 3 3 3 5 3.5 3 3 3 3 3 2 2 2 3 2.25 115 4 4 5 3 4 4 5 4 4 4.25 3 5 4 4 4 116 1 4 5 5 3.75 3 2 3 5 3.25 3 5 4 4 4 117 4 4 5 4 4.25 4 3 3 4 3.5 4 4 3 4 3.75 118 4 4 3 5 4 3 3 3 3 3 3 4 3 3 3.25 119 3 2 2 1 2 1 1 1 1 1 1 2 1 1 1.25 120 1 1 2 5 2.25 4 2 2 1 2.25 4 4 2 2 3 121 4 5 5 3 4.25 4 2 3 2 2.75 3 3 3 3 3 122 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 123 5 5 5 5 5 3 3 2 1 2.25 3 3 2 3 2.75 124 1 2 4 2 2.25 3 5 4 2 3.5 4 1 4 4 3.25 125 3 3 2 2 2.5 2 4 3 3 3 3 4 4 3 3.5 126 1 3 2 2 2 3 3 2 3 2.75 2 2 2 3 2.25 127 2 3 2 4 2.75 3 3 2 2 2.5 1 4 4 2 2.75 128 5 4 4 4 4.25 2 4 5 4 3.75 4 5 4 3 4 129 3 4 5 5 4.25 4 3 4 3 3.5 4 4 4 4 4 130 4 5 4 5 4.5 4 4 5 4 4.25 4 4 4 5 4.25 131 4 5 4 5 4.5 4 2 4 2 3 4 4 2 5 3.75 132 4 3 4 4 3.75 5 5 5 4 4.75 5 5 5 4 4.75 133 3 4 3 4 3.5 4 3 3 3 3.25 4 4 4 4 4 134 4 4 4 5 4.25 4 4 5 5 4.5 4 4 3 4 3.75 135 3 5 4 5 4.25 3 1 1 1 1.5 2 2 3 1 2 136 3 2 4 3 3 2 2 2 2 2 3 3 3 3 3 137 4 3 5 4 4 4 4 5 4 4.25 2 4 4 4 3.5 138 2 3 4 2 2.75 3 2 3 4 3 3 4 3 2 3 139 5 5 5 5 5 4 3 5 4 4 4 5 4 4 4.25 14 3 3 3 3 3 4 3 3 3 3.25 3 3 3 3 3 141 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 142 4 4 4 5 4.25 4 4 4 5 4.25 4 5 4 4 4.25 143 5 4 4 5 4.5 4 3 4 4 3.75 5 4 4 3 4 144 4 4 5 4 4.25 5 4 5 5 4.75 3 5 5 4 4.25 145 4 4 5 5 4.5 4 3 3 4 3.5 5 5 5 4 4.75 146 5 4 4 5 4.5 4 3 4 4 3.75 5 4 4 5 4.5 147 4 5 4 5 4.5 4 3 3 5 3.75 4 4 5 3 4 148 4 3 5 4 4 4 4 5 4 4.25 5 4 5 5 4.75 149 4 5 4 4 4.25 5 4 4 5 4.5 4 5 4 4 4.25 150 5 4 3 4 4 4 3 5 4 4 4 4 5 3 4 151 4 4 5 4 4.25 3 4 4 4 3.75 5 4 4 4 4.25 152 4 4 5 3 4 4 3 3 4 3.5 3 4 5 3 3.75 153 3 3 2 4 3 3 3 4 3 3.25 4 3 3 4 3.5 154 4 5 4 4 4.25 4 4 5 3 4 4 3 4 3 3.5 155 3 2 3 4 3 5 3 2 3 3.25 4 3 3 3 3.25 156 3 5 4 4 4 3 4 4 4 3.75 4 4 4 4 4 157 5 5 4 5 4.75 5 4 4 5 4.5 4 4 5 5 4.5 158 4 5 4 4 4.25 3 4 3 2 3 4 4 5 3 4 159 4 5 5 2 4 2 4 1 1 2 4 2 1 4 2.75 160 5 3 4 4 4 4 4 2 4 3.5 4 4 5 3 4 161 4 4 5 5 4.5 3 3 3 3 3 3 4 4 4 3.75 162 4 4 4 4 4 4 4 4 4 4 3 3 4 3 3.25 163 5 5 5 5 5 2 4 2 2 2.5 4 4 1 4 3.25 164 4 4 2 3 3.25 2 2 3 2 2.25 3 3 3 4 3.25 165 3 3 3 5 3.5 4 4 4 4 4 4 4 5 4 4.25 166 4 3 4 4 3.75 4 5 5 5 4.75 4 4 4 3 3.75 167 4 5 4 4 4.25 5 3 4 3 3.75 4 5 4 4 4.25 168 4 4 4 4 4 4 3 4 3 3.5 4 3 4 3 3.5 169 4 3 3 4 3.5 4 3 4 3 3.5 4 4 5 4 4.25 170 4 5 4 3 4 4 5 4 3 4 4 4 5 5 4.5 171 4 5 4 4 4.25 4 3 4 3 3.5 5 4 4 3 4 172 2 3 4 4 3.25 4 1 2 1 2 3 3 3 3 3 173 4 3 4 4 3.75 3 3 4 3 3.25 4 3 4 2 3.25 174 3 3 3 3 3 3 3 4 3 3.25 4 4 4 4 4 175 4 4 4 4 4 4 5 5 5 4.75 5 4 5 4 4.5 176 4 3 4 4 3.75 4 3 4 4 3.75 4 5 4 4 4.25 177 4 4 3 4 3.75 4 3 2 4 3.25 4 5 4 2 3.75 178 4 5 5 5 4.75 4 3 3 3 3.25 3 3 2 3 2.75 179 4 3 4 3 3.5 3 4 4 4 3.75 4 4 4 2 3.5 180 4 5 4 3 4 4 3 4 2 3.25 4 4 3 3 3.5 181 4 3 5 4 4 2 3 4 2 2.75 4 3 3 2 3 182 4 4 3 3 3.5 4 4 5 3 4 4 3 4 4 3.75 183 4 3 5 4 4 4 3 4 2 3.25 4 3 4 2 3.25 184 4 3 4 4 3.75 4 3 4 5 4 4 4 3 2 3.25 185 5 3 4 3 3.75 4 4 5 3 4 3 4 3 3 3.25 186 4 3 4 2 3.25 4 3 4 2 3.25 3 4 3 3 3.25 187 4 4 4 4 4 4 5 4 5 4.5 4 5 4 4 4.25 188 4 5 3 3 3.75 4 3 4 4 3.75 4 5 4 4 4.25 189 4 5 4 4 4.25 3 2 3 3 2.75 4 4 5 3 4 190 4 3 5 2 3.5 3 4 4 4 3.75 3 5 4 2 3.5 191 4 3 2 3 3 3 4 3 3 3.25 4 4 3 3 3.5 192 5 3 2 4 3.5 4 3 3 4 3.5 3 3 4 3 3.25 193 3 4 2 2 2.75 4 3 3 4 3.5 3 4 3 3 3.25 194 3 4 2 2 2.75 4 3 3 4 3.5 3 4 3 3 3.25 195 5 4 2 3 3.5 3 4 3 2 3 2 4 4 3 3.25 196 5 4 4 4 4.25 3 4 5 5 4.25 4 4 3 3 3.5 197 4 3 4 5 4 5 4 3 4 4 4 4 5 3 4 198 4 4 5 4 4.25 2 4 3 4 3.25 2 4 4 3 3.25 199 4 3 5 4 4 4 3 3 3 3.25 3 4 4 3 3.5 200 3 5 4 3 3.75 2 2 4 3 2.75 4 3 4 2 3.25

No. PR1 PR2 PR3 PR4 PRT CPD1 CPD2 CPD3 CPD4 CPDT 1 3 4 4 3 3.5 3 3 3 3 3 2 5 4 4 5 4.5 5 4 5 4 4.5 3 3 5 5 5 4.5 3 3 3 3 3 4 5 5 4 4 4.5 4 4 4 4 4 5 1 1 1 1 1 2 1 1 2 1.5 6 4 5 5 4 4.5 3 3 3 3 3 7 5 4 4 5 4.5 4 2 2 3 2.75 8 3 4 4 5 4 5 5 5 4 4.75 9 1 1 1 1 1 1 1 1 1 1 10 4 4 4 5 4.25 3 5 5 3 4 11 4 5 5 5 4.75 1 1 1 1 1 12 4 4 4 4 4 3 3 4 3 3.25 13 3 3 3 3 3 3 3 4 4 3.5 14 1 1 1 1 1 1 1 1 1 1 15 4 4 4 4 4 4 4 4 4 4 16 4 4 5 4 4.25 3 3 3 3 3 17 3 3 2 2 2.5 2 2 2 2 2 18 4 4 4 5 4.25 2 4 4 2 3 19 3 3 3 3 3 3 4 3 1 2.75 20 1 3 3 3 2.5 3 4 2 4 3.25 21 1 1 1 1 1 3 3 3 5 3.5 22 5 5 4 5 4.75 1 3 1 1 1.5 23 4 4 4 4 4 1 2 2 2 1.75 24 4 4 4 4 4 3 4 4 3 3.5 25 3 3 5 3 3.5 3 3 3 3 3 26 4 4 3 4 3.75 4 3 4 3 3.5 27 4 5 4 4 4.25 2 3 3 2 2.5 28 4 3 4 4 3.75 3 4 3 4 3.5 29 4 4 4 4 4 2 2 3 2 2.25 30 4 4 3 4 3.75 3 3 3 3 3 31 5 5 5 5 5 5 5 5 5 5 32 5 5 5 5 5 5 5 5 5 5 33 3 3 3 3 3 3 4 3 2 3 34 5 5 5 5 5 3 3 3 3 3 35 5 5 5 5 5 4 4 4 2 3.5 36 4 3 3 4 3.5 3 3 3 2 2.75 37 4 5 4 4 4.25 4 4 4 2 3.5 38 4 4 4 4 4 2 3 4 4 3.25 39 5 5 4 4 4.5 3 4 4 3 3.5 40 5 4 4 4 4.25 3 3 4 3 3.25 41 5 4 2 4 3.75 1 2 1 2 1.5 42 4 5 4 5 4.5 3 4 5 3 3.75 43 4 4 3 3 3.5 3 3 3 4 3.25 44 4 5 3 4 4 4 4 4 3 3.75 45 4 4 2 3 3.25 2 2 2 2 2 46 4 4 3 4 3.75 4 4 4 4 4 47 4 4 4 3 3.75 2 3 3 1 2.25 48 3 4 4 3 3.5 2 2 2 2 2 49 3 2 3 2 2.5 2 3 3 2 2.5 50 5 5 5 5 5 4 5 4 4 4.25 51 4 4 4 4 4 4 4 4 1 3.25 52 4 4 4 4 4 3 4 4 3 3.5 53 4 3 3 3 3.25 2 3 3 1 2.25 54 4 4 4 4 4 1 2 1 1 1.25 55 4 4 4 4 4 5 4 3 4 4 56 4 4 4 4 4 3 3 3 3 3 57 4 4 4 4 4 4 3 4 3 3.5 58 5 5 5 5 5 5 5 5 4 4.75 59 4 5 5 4 4.5 1 2 2 1 1.5 60 1 1 2 2 1.5 3 3 3 4 3.25 61 5 5 5 5 5 4 5 4 2 3.75 62 4 5 4 4 4.25 3 3 3 3 3 63 4 4 5 5 4.5 3 3 3 2 2.75 64 3 2 3 4 3 3 3 4 3 3.25 65 3 3 3 3 3 3 4 3 3 3.25 66 4 5 5 3 4.25 1 1 1 1 1 67 4 3 3 3 3.25 4 3 4 1 3 68 4 5 5 4 4.5 2 3 5 5 3.75 69 4 5 5 4 4.5 4 5 5 3 4.25 70 4 5 4 4 4.25 4 4 3 4 3.75 71 5 5 4 5 4.75 4 3 3 2 3 72 5 4 3 4 4 3 4 4 3 3.5 73 5 4 4 5 4.5 4 4 4 4 4 74 5 5 4 4 4.5 4 4 4 4 4 75 3 2 3 2 2.5 2 2 3 2 2.25 76 5 4 4 4 4.25 3 3 3 3 3 77 4 4 4 3 3.75 5 4 2 2 3.25 78 4 4 4 4 4 4 4 4 4 4 79 3 4 3 3 3.25 2 2 3 3 2.5 80 4 4 3 3 3.5 3 3 3 3 3 81 5 4 4 4 4.25 4 4 4 4 4 82 4 4 3 3 3.5 4 4 4 4 4 83 4 4 4 4 4 4 4 4 4 4 84 3 3 3 3 3 1 1 1 1 1 85 3 3 3 3 3 2 2 2 2 2 86 4 4 3 4 3.75 4 1 4 4 3.25 87 5 5 5 5 5 5 5 5 5 5 88 3 4 4 3 3.5 1 1 1 1 1 89 4 4 4 4 4 3 3 3 3 3 90 5 5 5 5 5 3 3 3 3 3 91 5 4 4 1 3.5 2 5 4 1 3 92 4 4 4 4 4 4 5 5 3 4.25 93 3 4 4 4 3.75 3 3 3 2 2.75 94 4 3 4 3 3.5 2 2 2 3 2.25 95 5 5 5 5 5 4 4 3 5 4 96 5 4 4 4 4.25 4 4 4 3 3.75 97 4 5 5 5 4.75 4 3 2 3 3 98 4 5 4 4 4.25 4 5 4 4 4.25 99 4 4 5 4 4.25 3 4 3 5 3.75 100 4 5 5 5 4.75 4 4 3 4 3.75 101 3 3 3 3 3 3 3 3 4 3.25 102 4 3 3 4 3.5 3 1 3 1 2 103 3 3 3 3 3 3 3 3 3 3 104 4 3 5 5 4.25 4 4 3 2 3.25 105 5 5 4 4 4.5 4 4 3 2 3.25 106 4 4 4 3 3.75 2 3 3 3 2.75 107 4 4 4 4 4 3 3 3 3 3 108 4 4 4 5 4.25 3 3 3 2 2.75 109 4 3 3 5 3.75 3 2 3 3 2.75 110 5 5 5 4 4.75 1 1 1 1 1 111 2 3 3 4 3 4 5 1 2 3 112 4 5 5 5 4.75 4 3 4 4 3.75 113 4 3 3 4 3.5 3 3 4 2 3 114 3 2 2 2 2.25 2 2 2 3 2.25 115 5 5 4 4 4.5 5 4 3 2 3.5 116 5 5 3 4 4.25 3 3 5 3 3.5 117 4 4 4 4 4 3 4 4 3 3.5 118 5 5 5 5 5 3 2 3 3 2.75 119 4 3 4 5 4 1 1 1 1 1 120 5 5 5 4 4.75 4 4 5 1 3.5 121 4 4 3 3 3.5 3 2 2 2 2.25 122 4 4 4 4 4 4 4 4 4 4 123 5 5 5 5 5 2 3 3 3 2.75 124 4 4 3 3 3.5 3 3 4 2 3 125 3 3 3 3 3 3 3 3 3 3 126 2 2 2 2 2 2 2 3 3 2.5 127 3 5 4 4 4 3 2 3 3 2.75 128 5 5 5 5 5 4 4 4 2 3.5 129 4 5 3 4 4 4 4 4 1 3.25 130 5 5 4 5 4.75 4 4 5 4 4.25 131 5 4 3 4 4 4 5 4 3 4 132 3 2 2 2 2.25 5 4 3 4 4 133 4 4 3 4 3.75 3 3 3 2 2.75 134 4 4 3 5 4 4 5 4 4 4.25 135 4 4 4 4 4 2 2 2 2 2 136 4 4 4 4 4 4 4 4 3 3.75 137 5 4 4 5 4.5 4 4 3 3 3.5 138 4 3 2 4 3.25 4 3 2 3 3 139 5 5 4 3 4.25 5 4 4 3 4 14 4 3 3 3 3.25 2 2 2 2 2 141 5 5 5 4 4.75 5 4 4 5 4.5 142 5 5 5 5 5 4 3 4 4 3.75 143 4 5 5 5 4.75 4 3 3 3 3.25 144 4 5 5 5 4.75 4 4 3 3 3.5 145 5 4 5 4 4.5 3 4 3 3 3.25 146 4 4 3 4 3.75 4 3 4 4 3.75 147 5 4 4 5 4.5 3 4 4 3 3.5 148 4 5 4 4 4.25 4 3 4 4 3.75 149 4 4 4 4 4 4 3 4 4 3.75 150 4 5 5 5 4.75 4 3 4 4 3.75 151 4 5 4 4 4.25 4 3 4 4 3.75 152 5 4 4 5 4.5 4 3 4 4 3.75 153 4 4 4 4 4 3 3 3 3 3 154 5 4 4 4 4.25 4 3 4 4 3.75 155 4 5 4 4 4.25 4 4 4 3 3.75 156 4 4 5 4 4.25 4 5 5 5 4.75 157 5 4 4 4 4.25 4 4 5 4 4.25 158 5 4 4 4 4.25 4 4 5 4 4.25 159 4 5 4 4 4.25 2 4 2 1 2.25 160 4 5 4 4 4.25 4 4 5 4 4.25 161 4 4 3 3 3.5 3 3 3 3 3 162 4 4 3 3 3.5 3 3 3 3 3 163 4 5 5 5 4.75 2 5 2 4 3.25 164 3 4 3 4 3.5 4 3 3 3 3.25 165 5 5 5 5 5 4 4 4 4 4 166 4 5 4 4 4.25 4 4 5 4 4.25 167 3 4 4 5 4 4 3 5 4 4 168 4 3 3 4 3.5 4 3 4 3 3.5 169 4 4 4 5 4.25 5 4 4 3 4 170 4 3 5 4 4 4 4 3 3 3.5 171 4 4 4 3 3.75 4 3 4 4 3.75 172 2 4 4 3 3.25 2 2 2 1 1.75 173 4 3 4 3 3.5 4 2 4 4 3.5 174 4 4 4 4 4 4 4 4 4 4 175 5 4 5 4 4.5 5 4 5 4 4.5 176 4 5 4 4 4.25 4 4 4 4 4 177 4 4 4 3 3.75 2 4 3 4 3.25 178 3 4 4 4 3.75 4 4 3 3 3.5 179 5 5 5 5 5 4 4 4 4 4 180 4 5 4 5 4.5 3 4 3 3 3.25 181 4 3 4 4 3.75 4 3 2 2 2.75 182 3 4 4 4 3.75 5 3 4 3 3.75 183 4 4 4 5 4.25 3 2 3 2 2.5 184 4 4 3 5 4 4 5 4 4 4.25 185 4 5 5 3 4.25 4 3 2 3 3 186 4 5 2 4 3.75 3 4 2 4 3.25 187 4 4 5 5 4.5 4 4 4 4 4 188 3 4 3 3 3.25 4 4 3 3 3.5 189 4 5 5 5 4.75 3 4 3 3 3.25 190 4 5 3 4 4 4 3 4 5 4 191 4 3 4 3 3.5 4 3 4 2 3.25 192 4 3 4 5 4 2 3 4 2 2.75 193 4 5 4 4 4.25 4 2 2 2 2.5 194 4 5 4 4 4.25 4 2 2 2 2.5 195 4 3 4 5 4 3 4 3 4 3.5 196 3 4 5 5 4.25 4 4 4 4 4 197 4 5 5 5 4.75 3 4 3 4 3.5 198 4 4 5 4 4.25 4 3 4 4 3.75 199 5 4 2 4 3.75 2 4 2 2 2.5 200 4 4 5 3 4 2 2 2 2 2

APPENDIX C SPSS Output Pearson’s Correlation Coefficient

Correlations BA1 BA2 BA3 BA4 BAT BA1 Pearson Correlation 1 .445** .318** .302** .705** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BA2 Pearson Correlation .445** 1 .405** .380** .766** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BA3 Pearson Correlation .318** .405** 1 .402** .718** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BA4 Pearson Correlation .302** .380** .402** 1 .727** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BAT Pearson Correlation .705** .766** .718** .727** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed). Correlations

BAS1 BAS2 BAS3 BAS4 BAST BAS1 Pearson Correlation 1 .395** .411** .325** .652** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BAS2 Pearson Correlation .395** 1 .619** .522** .803** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BAS3 Pearson Correlation .411** .619** 1 .670** .868** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BAS4 Pearson Correlation .325** .522** .670** 1 .819** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 BAST Pearson Correlation .652** .803** .868** .819** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed).

Correlations

PQ1 PQ2 PQ3 PQ4 PQT PQ1 Pearson Correlation 1 .619** .572** .542** .829** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PQ2 Pearson Correlation .619** 1 .631** .537** .850** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PQ3 Pearson Correlation .572** .631** 1 .479** .827** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PQ4 Pearson Correlation .542** .537** .479** 1 .775** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PQT Pearson Correlation .829** .850** .827** .775** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed).

Correlations PR1 PR2 PR3 PR4 PRT PR1 Pearson Correlation 1 .656** .529** .596** .816** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PR2 Pearson Correlation .656** 1 .665** .631** .875** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PR3 Pearson Correlation .529** .665** 1 .635** .840** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PR4 Pearson Correlation .596** .631** .635** 1 .849** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 PRT Pearson Correlation .816** .875** .840** .849** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed).

Correlations CPD1 CPD2 CPD3 CPD4 CPDT CPD1 Pearson Correlation 1 .614** .642** .554** .850** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 CPD2 Pearson Correlation .614** 1 .617** .465** .811** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 CPD3 Pearson Correlation .642** .617** 1 .556** .853** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 CPD4 Pearson Correlation .554** .465** .556** 1 .786** Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 CPDT Pearson Correlation .850** .811** .853** .786** 1 Sig. (2-tailed) .000 .000 .000 .000 N 200 200 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed). Cronbach’s Alpha Coefficient

Scale : Brand Awareness

Reliability Statistics

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

.705 .706 4

Scale : Brand Association

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

.797 .794 4

Scale : Perceived Quality

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

.837 .838 4

Scale : Price

Reliability Statistics Cronbach's Alpha Based on Standardized Cronbach's Items N of Items Alpha .866 .866 4

Scale : Customer Purchase Decision

Reliability Statistics

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

.843 .844 4