THE ANALYSIS OF INFLUENCE CUSTOMER UNSATISFACTION, ADVERTISING, PRICE, WORD OF MOUTH (WOM) AND BRAND IMAGE TO BRAND SWITCHING (Case study on user of Specs futsal Shoes lived at the east ciputat) Surya Dinata (109081100022) DEPARTMENT OF MANAGEMENT INTERNATIONAL CLASS PROGRAM FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA
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THE ANALYSIS OF INFLUENCE CUSTOMER UNSATISFACTION,
ADVERTISING, PRICE, WORD OF MOUTH (WOM) AND BRAND IMAGE
TO BRAND SWITCHING
(Case study on user of Specs futsal Shoes lived at the east ciputat)
Surya Dinata
(109081100022)
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
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CURRICULUM VITAE
Personal Identities
Name : Surya Dinata
Gender : Male
Place of Birth : Padang
Date of Birth : May 09th 1991
Address : Jl. Veteran No 70, Padang, Sumatera Barat, Indoensia
Phone/Mobile : 085921856135
E-mail Address : [email protected]
Formal Education
College : UIN SyarifHidayatullah Jakarta
Senior High School : Al-ZaytunInternationalSchool
Junior High School : Al-ZaytunInternationalSchool
Elementary School : SD BaiturrahmahPadang
Kindergarten : TK BaiturrahmahPadang
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FOREWORD
Thank and blessed the researcher give for the Allah SWT, because of Him I
can finish the one requirement to get bachelor degree in UIN Syarif Hidayatullah
Jakarta, with the title “The Analysis Of Influence Customer Unsatisfaction,
Advertising, Price, Word Of Mouth, And Brand Image, To Brand Switching”.
Shalawat and salam the researcher also give to the holy prophet Muhammad SAW,
his family, and his comrades, and his followers that will follow his teaching to the
end of the day. Amin
In this opportunity the researcher want to say thank you to all people that help
me to fulfill this bachelor thesis. Particulary to:
1. My beloved parents, Mrs. Eha Zulaikha and Mr. Rismar Hatta that always
give me support to finish this bachelor thesis.
2. All my brother (M. Hidayat, M. Tri Fajar, M. Riski and My lovely sister
Dara Riskha Oktavira).
3. Mr. Dr. Yahya Hamza, MM as the first thesis supervisor who give me
support, guidance, motivation and spent his time to supervise my thesis.
4. Mrs. Cut Erika Ananda Fatimah, SE.,MBA as the second supervisor who
give me support, guidance, motivation and spent hers time to supervise my
thesis.
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5. Mr. Dr. Arief Mufraini, Lc., M.Si as the Dean of Faculty of Economics and
Business.
6. Mrs. Titi Dewi Warninda, SE., M.Sc as the Lead of Department.
7. All the lecturer and staff in faculty of economics and business, particularly
in International Program.
8. All staff of the faculty of economics and business, Bang Bonik and Bang
Alfred, thanks for helping in administration progress.
9. Ashabul Torino, Bianca Plaza and Dzulfiqar Faris Thanks for your little
“Magic”
10. All Friend from Management International, Regular, Warna-Warni Block
and my futsal team MI “PB” Aly Fayruzy, Ari Budiman, Anggana Agusty,
Yaseer Arafat, Ghaarieth diederick, Iqbal Wijaya, Rizki Wahyu, Arfian,
Andre Eko, Chairul Siregar, Sahmi Sitompul, Pakde, Taufik Fatur, Aditya
Prasetya, Oki Ahmadiansyah, Lukman Nul Hakim, Dimas Satya, Eko
Wahyu, Aditya yudha, Fajar Sugiarto, Uji Tholib, Azka and Radit. Thank
you for jokes been laughed, story been told, and history been made. Thanks
for spent many times, thank you for togetherness in talking, joking, singing
and laughing that I will never forget in the rest of my life.
11. All respondents that cooperative and spent their time in order to fill the
data in this research.
12. All the friends that cannot mention by one.
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May Allah give bountifully rewarded. Suggestions and criticisms will
researcher accept for the sake self of further improvement. In the last word, May
Allah SWT give easiness to the all of us, and this thesis can be useful for all of us,
particulary for the researcher.
Jakarta, November 2015
Surya Dinata
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THE ANALYSIS OF INFLUENCE CUSTOMER UNSATISFACTION,
ADVERTISING, PRICE, WORD OF MOUTH (WOM) AND BRAND IMAGE
TO BRAND SWITCHING
(Case study on user of Specs futsal shoes lived at the east ciputat)
ABSTRACT
This research aims to show the influence of customer unsatisfaction,
advertising, price, word of mouth and brand image toward brand switching of
Specs futsal shoes. This research uses the quantitative method that gathered
by distributing the questionnaire directly to the respondents of Specs futsal
shoes in east Ciputat areas. The sampling technique is the purposive sampling
taken 60 respondents. The data analysis for the hypothesis test uses the
multiple regression analysis method. The research result shows partial test
that the customer unsatisfaction has significance value 0.006, the advertising
has significance value 0.119, the price has significance value is 0.004, the
word of mouth has significance value 0.033 and the brand image has
significant value 0.000. Meaning all variables have partially significant
positive influence to the brand switching except the variable of advertising.
The simultaneous test shows that the customer unsatisfaction, advertising,
price, word of mouth and brand image have 0,000 significance value. Hence,
customer unsatisfaction, advertising, price, word of mouth and brand image
have simultaneously significance positive influence to the brand switching.
Keyword: Customer unsatisfaction, advertising, price, word of mouth, brand
image and brand switching.
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ANALISIS PENGARUH KETIDAKPUASAN KONSUMEN, IKLAN, HARGA,
WORD OF MOUTH DAN CITRA MERK TERHADAP PERPINDAHAN MERK
(STUDI KASUS: PENGGUNA SEPATU FUTSAL SPECS DI CIPUTAT TIMUR)
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh ketidakpuasan
konsumen, iklan, harga, word of mouth, dan citra merk terhadap perpindahan
merk sepatu futsal Specs. Penelitian ini menggunakan metode kuantitatif yang
dikumpulkan dengan menyebarkan kuesioner secara langsung kepada
pengguna sepatu futsal Specs yang tinggal di daerah Ciputat timur. Teknik
pengambilan sampel adalah purposive sampling yang diambil dari 60
responden. Analisis data untuk uji hipotesis menggunakan metode analisis
regresi berganda. Hasil penelitian menunjukkan bahwa uji parsial
ketidakpuasan konsumen memiliki nilai signifikansi 0,006, iklan memiliki
nilai signifikansi 0,119, harga memiliki nilai signifikansi 0,004, word of
mouth memiliki nilai signifikansi 0,033 dan citra merek memiliki nilai yang
signifikan 0.000. Sehingga, secara parsial semua variabel berpengaruh
signifikan terhadap perpindahan merk kecuali variabel iklan. Tes simultan
menunjukkan bahwa ketidakpuasan konsumen, iklan, harga, word of mouth,
dan citra merk memiliki nilai signifikansi 0,000. Oleh karena itu,
ketidakpuasan konsumen, iklan, harga, word of mouth, dan citra merk secara
simultan memiliki berpengaruh signifikan terhadap perpindahan merk.
Kata kunci: Ketidakpuasan konsumen, iklan, harga, word of mouth, citra merk
dan perpindahan merk.
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TABLE OF CONTENTS
Title .................................................................................................................. i
Thesis Approval Sheet ................................................................................. ii
Comprehensive Exam Approval Sheet ..................................................... iii
Certification of Thesis…………………………………………………….. .iv
Sheet Statement Authenticity Scientific Works …………………………..v
Curriculum Vitae ........................................................................................ vi
Foreword ..................................................................................................... vii
Abstract ......................................................................................................... x
Abstrak ......................................................................................................... xi
Table of Contents ....................................................................................... xii
List of Tables ............................................................................................. xvi
List of Figures ........................................................................................... xvii
List of Appendix ........................................................................................ xix
CHAPTER I INTRODUCTION
A. Background ....................................................................... 1
B. Problem Formulation ........................................................ 11
C. Objectives Research .......................................................... 12
D. Benefits of Research ......................................................... 12
CHAPTER II LITERATURE REVIEW
A. Consumer Behavior ............................................................ 13
B. Customer Unsatisfaction .................................................... 14
1. Definition of Satisfaction and unsatisfaction of
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Customers ..................................................................... 14
2. Measurement of consumer unsatisfaction .................... 15
C. Advertising ......................................................................... 17
1. Definition of advertising .............................................. 17
2. The purpose of advertising ........................................... 17
3. Hierarchy of advertising ............................................... 19
D. Price.................................................................................... 21
1. Understanding of the Price ........................................... 21
2. Pricing .......................................................................... 22
3. Purpose of Pricing ........................................................ 23
4. Factors Affecting the Price Level ................................ 24
E. Word of Mouth ................................................................... 27
1. Definition Word of Mouth ........................................... 27
2. Create Word of Mouth ................................................. 30
3. Dimension Word of Mouth .......................................... 33
4. Satisfaction ................................................................... 36
5. Incentives ..................................................................... 37
6. Opinion Leader............................................................. 37
F. Brand Image ....................................................................... 39
1. Definition of Brand ...................................................... 39
2. Measurement of Brand Image ...................................... 42
G. Brand Switching ................................................................. 43
1. Factors Affecting Brand Switching .............................. 44
2. Models or Type Brand Switching ................................ 46
3. Reasons Consumers Doing Switching Brands ............. 47
H. Previous Research .............................................................. 49
I. Research Framework .......................................................... 54
J. Hypothesis .......................................................................... 55
CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research .............................................................. 57
B. Determination Sample Method ........................................... 57
1. Population ..................................................................... 57
2. Sample .......................................................................... 58
C. Methods of Data Collection ................................................ 58
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D. Type and Source of Data .................................................... 61
1. Primary Data ................................................................. 61
2. Secondary Data ............................................................. 61
E. Data Analysis Methods ....................................................... 62
1. Validity Test ................................................................. 62
2. Reliability Test ............................................................. 62
3. Classical Assumption Test............................................ 63
4. Multiple Linear Regression Analysis ........................... 64
F. Variable Operational Research ........................................... 68
1. Operational Definition .................................................. 68
2. Independent Variable .................................................... 68
3. Dependent Variable ...................................................... 69
CHAPTER IV RESEARCH FINDINGS AND ANALYSIS
A. General Description of Research Object ............................ 74
1. Product Overview ......................................................... 74
2. Respondent Characteristic ............................................ 75
B. Instrument Test Result ........................................................ 78
1. Validity and Reliability Test Result ............................. 78
2. Descriptive Statistical Test ........................................... 82
3. Classical Assumption Test............................................ 83
a. Normality Test Result ............................................. 83
b. Multicollinearity Test Result .................................. 84
c. Heteroscedasticity Test Result................................ 85
4. T Test Statistical Result ................................................ 86
5. F test Statistical Result ................................................. 89
6. Hypothesis Test Result ................................................. 91
1. Multiple Linear Regression Test ............................ 91
2. Determination Coefficient Test Result ................... 93
7. Analysis ........................................................................ 95
a. Customer Unsatisfaction......................................... 95
b. Advertising ............................................................. 95
c. Price ........................................................................ 96
d. Word of Mouth ....................................................... 96
e. Brand Image ........................................................... 97
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CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusion ........................................................................... 98
B. Implication ........................................................................... 99
REFFERENCES ......................................................................................... 102
APPENDIX .................................................................................................. 105
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LIST OF TABLES
1.1 Top Brand Index Futsal Shoes in 2012-2014…………………………….7
2.1 Summary of Previous Research…………………………………………50
3.1 Likert Scale Table……………………………………………………….61
3.2 Variable Operational Table……………………………………………...70
4.1 Validity and Responsibility test result…………………………………..79
4.2 Descriptive Statistical Test……………………………………………...82
4.3 Multicollinearity test result Table……………………………………….84
4.4 T Test Result Table……………………………………………………...87
4.5 F Test Result Table………………………………………………………90
4.6 Determination Coeffecient Test Result Table…………………………...94
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LIST OF FIGURES
2.1 Research Framework…………………………………………………….54
4.1 Respondents Age………………………………………………………...76
4.2 Respondents Expenditure………………………………………………..76
4.3 Respondents Occupation………………………………………………...77
4.4 Normality Probability Plot ………………………………………………83
4.5 Scaterplot Graph Heteroscedasticity Test……………………………….85
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LIST OF APPENDIXES
1. Questionnaire Research………………………………………………...106
2. Tabulation of Costumer unsatisfaction…………………………………112
3. Tabulation of Advertising………………………………………………114
4. Tabulation of Price……………………………………………………..116
5. Tabulation of Word of Mouth…………………………………………..118
6. Tabulation of Brand Image……………………………………………..120
7. Tabulation of Brand Switching…………………………………………122
8. Costumer unsatisfaction Testing………………………………………..124
9. Advertising Testing…………………………………………………….124
10. Price Testing……………………………………………………………124
11. Word of Mouth Testing………………………………………………...124
12. Brand Image Testing……………………………………………………124
13. Brand Switching Testing……………………………………………….124
14. Multicollinearity Test Result…………………………………………...125
15. Coefficient Determination, t Test Result……………………………….125
16. F test result……………………………………………………………...125
17. Normal Probability Plot………………………………………………...126
18. Heterosdecasticity test result………………………………………….. 126
19. Kolmogorov Smirnov Testing………………………………………….127
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1
CHAPTER I
INDTRODUCTION
A. BACKGROUND
In the era of globalization many emerging new producers who sell similar
goods. So that the consequences of these changes are the customer will be more
careful and smart in facing every product in the market. The company empowers
all functions, including in the field of marketing. Along with increasing
competition pose new phenomenon that occurs in the consumer, which is the
presence of brand switching behavior that performed by consumers.
Various kinds of products either goods or services offered by the
manufacturer provides an opportunity for consumers to choose what brand will be
consumed. The diversity of brands offered to consumers provides the opportunity
for consumers to switch from one brand to the other brands. Brand switching
behavior of the customer is a complex phenomenon which is influenced by
factors behavioral, competition and time (Srinivasan in Shellyana and Dharmesta,
2002: 92).
Along with the increasing competition, the marketers are required to conduct
marketing research and determine strategy to achieve the purpose of marketing
itself to a product. So marketing is very important for many leading company.
The whole company or organization carry out marketing activities, whether small,
medium or large, both companies are only as niche or follower, as well as
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competitors, even market leader can never relax, they also continue to develop
ideas or strategies better marketing and continue to improve the company.
According to Kotler (2008: 5) found that the success of the ongoing demand
for establishing and managing the marketing department capable. So to achieve
success and maintain the success of a company's products must be supported by
marketers that reliably and continuously improve its capabilities. Marketers
companies continually need to innovate and create new ideas that can break the
closure and revolutionize the expectations of consumers for a product.
According to Kotler and Armstrong (2008: 6), Marketing is the process by
which companies create value for customers and build strong relationships with
customers with the aim to capture the value of customers in return. A marketer
also needs to pay attention to what is desired by the target market. One to note is
the need for a product by someone. Humans have many needs. According to
Kotler and Armstrong (2008: 7), the need is a state of feeling shortage of certain
basic satisfaction. Humans need a few things to survive, according to Kotler and
Armstrong (2008: 7), these needs are food, clothing, home, security, a sense of
belonging and self-esteem.
Futsal has become a phenomenon around the year 2007 until today it has been
growing public desire to exercise, these conditions create business opportunities
for producers futsal shoes. Someone needs to exercise, especially futsal increase
public demand for futsal shoes, with the development of futsal in Indonesia was
trying to various industry companies began competing to create a quality indoor
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soccer shoes. With the increasing interest in futsal indirectly increase the demand
someone will use futsal footwear products (Suryadi, 2012).
Therefore, each company trying to become a market leader in indoor soccer
shoes manufacturer, which means the products are well received in the market.
Companies whose products were well received would definitely got a good
advantage too. In an effort to fulfill their needs, a person will choose the product
that gives the highest satisfaction. In particular, the factors that create the highest
satisfaction for each person will be different, but in general the factors such as the
product itself, the price of the product and how to get the product often becomes a
consideration. A rational consumers will choose a product with good quality,
reasonably priced products or cheaper and easily available. Quality products
desired by consumers regarding the benefits to meet the needs of consumers and
safety for themselves, so that consumers feel calm outwardly and inwardly in
using the product (Suryadi, 2012).
Look a futsal phenomenon that occurs when this shift occurred in the market
brand futsal shoes, indoor soccer shoes Some famous brand in Indonesia is
Adidas, Nike, Specs, Joma, Mizuno and others. Brand is already embedded in the
minds of consumers because once the product is long enough to market share in
Indonesia. Even some of them became a pioneer and market-leading futsal shoes
sales in Indonesia. The increasing advances in technology, increases also
technological developments by manufacturers futsal shoes. Developments
undertaken futsal shoes manufacturer in its product it is also due to the
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competition between companies in order to retain customers and a market share
of its products.
According to Suryadi and Rinaldi (2013), the number of foreign brands of
sport shoes do not make Specs afraid to compete. SPECS are a product of the
domestic focus to develop and improve the quality of specific futsal shoes. shoes
no less than foreign brands. According to Arif (2012), president director of PT.
PANATRADE CARAKA, since the beginning of its development SPECS already
positioned as sport shoes, unclear target market being targeted to make entry-level
Specs lower-middle class. In 2001 SPECS and the management team to
reoriented the market segment of middle-upper class. Reorientation because the
price gap that occurs between local brand sport shoes with overseas like Nike and
Adidas. The fall of the Rupiah against the Dollar led to a segment futsal shoes at
moderate prices to be empty. This makes SPECS and the team reoriented to fill
the void. "We attack spot by spot" to look at the unique sports shoe market but not
as a whole, the initial category targeted by the Specs is a category of football
boots, with the desire to target a large market category. Since 2001 SPECS
already lead the market 4-5 years in that category.
After feeling well established, in 2004 began to enter the market SPECS futsal
shoes, but at that futsal is not booming as it is now, with analysis and market
predictions regarding the development, Specs already established categorized feel
it. Further Specs are also working on a number of clubs and players to be a brand
ambassador. Some Specs sponsored clubs such as FC Sriwijaya (Indonesia Super
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League champions / ISL 2012), Persipura Jayapura (ISL champion 2011), Semen
Padang FC (Indonesia premier league champion 2012). "In every club jersey,
Specs made the hallmark of their respective regions”. As for the brand
ambassador of players, Specs make the famous players like Christian Gonzales
(Gonzales habibi Mustafa) and Greg Nwokolo. for futsal, Specs made famous
players to serve as brand ambassadors such as Socrates matulesi, beny Hera,
Hendra Kurniawan, Hanif Salim, bambang bayu saptaji, etc.
In terms of Specs vigorous advertising campaign in television and print
media, especially in the media and tabloid sports such as football magazine. Specs
also be a sitcom sponsor of the “Tendangan si Madun” likely a lot of viewers.
Advertising spending relatively large Specs, According to Nielsen data in the first
quarter / 2012 Specs spent Rp 1.28 billion. While in 2011 reached Rp 6.50 billion.
Specs advertising spending continues to rise from a year-earlier. As in 2009 and
2010, respectively Rp 1.82 billion and Rp 2.34 billion.
In addition to actively advertise, promote Specs below the line or brand
activation. Such as makes coaching clinic, in cooperation withsome football
schools. As in futsal, Specs sponsoring some Junior High Schools in Jakarta,
Bandung, and Makassar to be given a coaching clinic by futsal brand ambassador
of Specs. Next Specs also held a tournament “futsalogy tournament”. sales
continue to rise in the last 10 years. fantastic growth in the years (2010-2013),
which reached more than 50%, focus and consistency is the key to achieve high
growth in this sector. Consistency one brand development is done, although there
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are still many Indonesian people who prefer foreign brands than local brands.
Since the beginning of Specs is not ashamed to call himself a local product. it can
be seen from the image of product advertising slogan "Buktikan indonesiamu".
Arif also said the Specs control 30% market share and futsal soccer shoes. Greater
than outside brands such as Nike and Adidas.
Based on the SWA research, last year, Specs produce 3 million more shoes.
Football boots with a contribution of approximately 30% and futsal shoes 20% of
total sales Specs. According to the research institute MARS, specs are already on
track to outperform products futsal shoes on the market in the sales industry
competition futsal shoes, Specs working on several communities and clubs of
some sports he entered, this spot can be interaction between both. SPECS also
hold events to introduce more products. Moreover, foreign futsal shoes continue
to aggressively work on the market in Indonesia.
According to the 2012-2014 index of top brand futsal shoes market is still
dominated by NIKE, ADIDAS, JOMA and followed by SPECS in order to four.
The survey results are summarized in the Top Brand Award as well as a
prestigious event at the top of the competition between brands Top Brand Index
subsequently obtained by calculating the average weight of each parameter were
obtained from the survey results directly to the customer a product / service of
various brands in certain categories. The first parameter is the top of mind brand
awareness (TOM BA), which is an indicator of the extent to which a particular
brand strength to master the customer's mind (mind share). The second parameter
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is the last usage (LU), which brands the respondents use the current / last (market
share). The third is a future intention (FI), which is an indicator of respondents'
loyalty to the brand of products / services that want to used / consumed in the
future.
The survey results illustrated in table 1.1 below
Table 1.1
Top Brand Index Futsal Shoes in 2012-2014
(In percent unit)
Product 2012 2013 2014
Nike 17.5 25.3 41.4
Adidas 15.1 17.3 22.4
Joma 9.6 13.1 15.5
Specs 6.9 7.5 9.7
Reebok 5.4 4.9 4.2
Mizuno 3.4 4.2 3.3
Piero 2.1 3.3 2.3
Kelme 1.5 2.2 1.3
Source: www.topbrand-award.com (2014)
According to the survey index of top brand in the year 2012-2014, indicated
Nike, Adidas and Joma better than Specs, but judging from the development,
Specs increased fairly. It indicates that Specs has been favored by users futsal
shoes. With continued product innovation, Specs is not afraid to compete against
top brands such as Nike and Adidas, with several well-known futsal players to
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serve as ambassador, in addition they also provide links to some of the
Indonesian team futsal league (www.Specs-sports.com)
According to Peter and Olson (2002) in Wardani (2010: 15) brand switching
is purchasing patterns characterized by alteration or replacement of one brand to
another brand. Many factors can affecting brand switching behavior, there are:
consumer unsatisfaction, advertising, price, word of mouth and brand image.
That indicates brand switching by users of other brands to Specs. Consumer
unsatisfaction is one factor contributing to the displacement of the brand because
of dissatisfied customers will look for another product option information, and
will probably stop buying products or influencing others not to buy (Kotler&
Keller, 2008: 177-193). Business Review Weekly (1997) in Tjiptono and Diana
(2000: 117), revealed that customer satisfaction occupies the second place in the
ranks of business performance index most widely used in Australia. Where the
first is the net profit (net profit). Of course, customer satisfaction is very
important for every company. Therefore in this study will measure the impact if
consumers are not satisfied with a product that is the business performance of an
enterprise.
Advertising is one of the components of the marketing mix that is commonly
done by the company. Advertising According to Kotler (20013: 202) is defined
as any form of non-personal presentation and promotion of ideas, goods or
services by a specific sponsor that requires payment. Even the advertising
9
activity is considered very important if company want a successful product on
the market. No wonder every year, even every new product introductions, the
company spent hundreds of millions and even billions of rupiah for advertising
expenses. Conditions of tight competition makes these costs increase every year.
Companies competing to make advertising to build a favorable position in the
market. Ads can indeed affect consumer behavior toward the advertised brand.
The influence of advertising on consumer behavior is extremely varied, ranging
from encouraging consumers to look for products that are intended to encourage
people who previously disloyal be loyal or perhaps vice versa, people who were
previously loyal to a product becomes loyal to the product due to the emergence
of advertising new products.
Price differences between brands can also affect the behavior of switching
brands. It can be concluded that a change in one or several brands in the same
product class can affect the behavior of moving the brand to the consumer,
because of the price differences between brands. According Mowen& Minor
(2001: 109) "a particular brand can be purchased because of convenience,
availability, or price. If any of these factors change, then consumers may quickly
switch to another brand ". It means that prices can have an impact for consumers
to switch to other brands. Price is the amount of money charged on the products
and services or the amount of value exchanged on benefit consumers as having or
using the product or service (Kotler and Armstrong, 2008: 439).
10
The next factor that encourages brand switching is word of mouth (WOM).
WOM has greater strength than advertising and other forms of promotion. A
consumer attitude shows that effective WOM will quickly build credibility of a
brand, which led to the recommendation by the consumer to another consumer. If
consumers feel satisfied on a product, it will create a positive WOM about the
product. However, if consumers are not satisfied with the product, it will create a
negative WOM about the product and result in the migration of customers or
potential customers who fail to buy the product (Rahmawati and Taurina, 2011:
3). Kotler and Keller (2007: 204) argues that the Communication word of mouth
(WOM) or word of mouth communication is a process of communication that the
form of recommendations either individually or in groups to a product or service
that aims to provide personal information.
Another factor that affect switching brand is the brand image. Monroe study,
Dodd and Grewal (1991) in Khairani (2011: 4) states that the buyer has a high
brand image that will generate buying interest. If a brand already known and then
in the minds of consumers there are certain associations for a brand that different
with other brands and consumers will perceive the quality is high. Creating the
right brand image for a product, would be very useful for marketers, because the
brand image will influence consumer ratings on alternative brand expected. This
not only can meet the needs of consumers, but can provide better satisfaction and
more secure (Keller, 2008: 56).
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Based on the background that has been described, the authors are interested in
researching the above four factors, namely consumer unsatisfaction, advertising,
price, brand image and word of mouth. Then want to analyze how the influence
of these factors on brand switching to Specs as outlined in the thesis with the
title:
“The analysis of influence Customer unstisfaction, Advertising, Pricing, word
of mouth (WOM) and Brand image to the Brand Switching other futsal shoes to
brands SPECS (Case study SPECS user in east Ciputat)”.
B. Problem Formulation
1. Does customer unsatisfaction significantly influence brand switching?
2. Does advertising significantly influence brand switching?
3. Does price significantly influence brand switching?
4. Does word of mouth (WOM) significantly influence brand switching?
5. Does brand image significantly influence brand switching?
6. Does customer unsatisfaction, advertising, price, word of mouth (WOM)
and brand image significantly influence brand switching?
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C. Objectives research
1. To analyze influence of customer unsatisfaction to brand switching
2. To analyze influence of advertising product to brand switching
3. To analyze influence of price to brand switching
4. To analyze influence of word of mouth (WOM) to brand switching
5. To analyze influence of brand image to brand switching
6. To analyze the influence of customer unsatisfaction, advertising, price,
word of mouth (WOM), brand image to brand switching
D. Benefits Of Research
1. For the company
This result of this research are expected to be used as strategy material
consideration which will be pursued company to maintain customer
from switch to another brand.
2. For the author
The results of this research are expected to provide an opportunity to
increase knowledge and insight of marketing, especially about
customer unsatisfaction, advertising, price, word of mouth (WOM),
brand image and brand switching.
3. For other researchers
The results could be useful as a reference for future researches related
to marketing especially customer unsatisfaction, advertising, price,
word of mouth (WOM), brand image and brand switching.
13
CHAPTER II
LITERATURE REVIEW
A. Consumer Behavior
According to Tjiptono and Diana (2000: 121) consumer behavior is
dominated by the paradigm of information processing (information processing
paradigm). This paradigm assumes that each consumer is rational economic
man who made a purchase on the basis of motive and rational choice. But in
fact, consumers purchase and consuming the products not only for functional
value, but also because of the social and emotional values. Consumer
behavior is defined as the study of unit purchases (buying units) and
exchange processes involving the acquisition, consumption, and disposal of
goods, services, experiences, and ideas - ideas (Mowen and Minor, 2002: 6).
Unit purchases (buying units) are consumers for products, services,
experiences, and ideas offered by marketers. This purchase units consisting of
individuals, families, or groups who decide to buy. Furthermore, the unit can
be either consumer purchases (such as, individuals and households) or for-
profit organizations / non-profit making purchases. Consumer behavior has
strong impact on the marketing management. Modern marketing managers
also use the idea of "marketing concept" about understanding the needs and
desires of consumers which facilitates the exchange process and the
achievement of corporate profits. Therefore, they are (marketing manager)
14
saw that satisfy the consumer is important in all marketing efforts (Mowen
and Minor, 2002: 28). The center of the field of science is the study of
consumer behavior exchange process. Exchange is the process whereby
something tangible or intangible, actual or symbolic, is transferred between
two or more social actors (Mowen and Minor, 2002: 28).
B. Customer Unsatisfaction
Customers are all those which requires product or services given by
companies to meet a sacrificing to certain quality standard, and because it will
affect the performance of the company (Nasution, 2005: 45).
1. Definition of satisfaction and unsatisfaction of customers
The formulation of the dominant and most widely used and referenced
in the literature of Marketing and Consumer Behavior is unsatisfaction
based on the paradigm of disconfirmation (Oliver in Tjiptono and Diana,
2000: 118), that customer satisfaction is defined as an evaluation, where
the perception of the performance of the products or services chosen are
meet.
From these definitions it can be concluded that basically the
definitions of customer satisfaction include the difference between
expectations and perceived performance or results (Tjiptono and Diana,
2000: 10).
15
Meanwhile, according to Peter and Olson (2005: 160) and Kotler and
Armstrong (2008) consumer unsatisfaction arise when the performance of
a product turns out worse than expected performance. Consumers who are
not satisfied with a product less likely to be re-purchasing, tend to switch
brands, and appealed to manufacturers, retailers, and even tell the other
customers.
2. Measurement of consumer unsatisfaction
In essence, measuring the level of satisfaction / unsatisfaction of
customers the same as measuring the quality of a product, which is
determined by variable and performance-based expectations (perceived
performance) (Tjiptono& Diana, 2001: 46). Quality and customer
satisfaction are closely related. Quality gives an impulse to the customer
to establish a strong bond with the company (Tjiptono& Diana, 2001: 2).
The concept of quality itself is often regarded as a measure of the
relative goodness of a product or service consisting of quality of design
and quality of the suitability (Tjiptono and Diana, 2001: 2).
According Tjiptono (2008: 67), in the quality of the products there are eight
main dimensions which are usually used, namely:
1. Performance basic operating characteristics of a product and is the
main characteristic considered when the customer wants to buy a
product.
16
2. Feature, specific complementary characteristics that can increase
product usage experience.
3. Reliability is the probability of failure or damage to the product
within a certain time. The smaller the possibility of damage, the
more reliable the product concerned.
4. Durability is the amount of usage of the product before the product
concerned should be replaced. The greater the frequency of normal
use is possible, the greater the durability of the product.
5. Conformance with regard to the level of product conformity to
specifications predetermined by the customer's wishes.
6. The ability of service (serviceability) is a characteristic that is
related to the speed/courtesy, competence, ease, and the handling of
complaints satisfactorily.
7. Aesthetics (Aesthetics) is a characteristic of the beauty is subjective
so with regard to personal considerations and reflections of
individual preference or choice.
8. The perceived quality (perceived quality), the characteristics
associated with a reputation (brand name, image).
A company would not survive without consumers who use or wear the
products of the manufacturers, therefore, to improve the quality of the
products produced by a company must be based on customer satisfaction
17
by knowing the customer satisfaction, the goods and services produce it
has more value as more consumers demand as users of the product.
According to Umar (2001: 93) quality of the product is important for
consumers. Product quality, whether in the form of goods or services
should be determined by its dimensions, which is called the dimension of
the quality of goods or products.
C. Advertising
1. Definition of advertising
Advertising all forms of paid up non-personal presentation and
promotion of ideas, goods, or services by a clear sponsor (Kotler and Keller
2013: 202). Advertising can be seen as a form of communication and
promotion (Kotler, 2005: 23). Called as a form of communication in the
process of advertising there is a flow of information that the advertising
message from a source (companies) that are presented to a customers and
there is also the purpose of the message that the target market or audience.
Meanwhile, as a form of promotion, because the ads are efforts to influence
the market in order to buy the products offered by the sponsoring company.
2. The purpose of advertising
Advertising purposes namely specific communication task and the
level of achievement that must be achieved with a specific audience in a
specific period of time (Kotler and Keller 2013: 203). Advertising purposes
18
can be classified according to the target market, which is to provide
information, persuasion or enhance buyers, adding value and helping other
business enterprises.
a. Normative advertising, aiming to form a first request to inform
the market about new products, proposing a new use of a
product, inform the market about price changes, explain the
workings of a product, explain the services available, correct
the erroneous impression, reduce anxiety buyers and establish
a corporate image.
b. Persuasive advertising, aimed to establish selective demand a
certain brand, made on a competitive stage by establishing
brand preference, pushing over the brand, change the
perception of buyers about product attributes, persuade buyers
to buy now, and persuade buyers receiving / try to stimulate the
use of the product.
c. Reminder advertising, aims to remind the established product
by reminding buyers that can afford to make buyers still
remember the product, even though not in season, and maintain
awareness of the peak.
d. Advertising adder value, aims to add value to the brand in the
consumer's perception with innovation, quality improvement
and strengthening consumer perceptions.
19
e. Advertising support other activities, aimed at helping to
facilitate the activities of other companies in the process of
marketing communications, such as advertising helps in the
release of sales promotion (coupons), assisting salespeople
(product introduction), refine the results of other marketing
communications.
For producers, advertising is not just a promotional tool of
goods and services, but also to instill the image to customers and
prospective customers about the products offered. Image formed by
advertising often leads the public to believe in the product, thus
encouraging potential customers to consume and maintain customer
loyalty.
3. Hierarchy of advertising
According to Umar (2005: 246-247) consumer interest in the potential
of a product offered on the market, is basically divided into three stages,
namely stage know, affected, and act to make a purchase. Models are
generally used for looking at these stages is modeled AIDCA.
a. Attention
At this stage the ads served must be able to attract the attention
of target market audience, if this step is not successful, the next step
becomes useless. By knowing the results at this stage the company has
been able to evaluate the advertising program implemented.
20
b. Interest
If successfully captured the attention of the target audience, ads
delivered should be able to make the audience interested to know more
about the product being advertised. For that viewers should be
stimulated to want to follow the advertising messages.
c. The desire
Ads must be managed to move the viewer desires to have or
enjoy the product. needs or wants them to have, wear, or do something
as a continuation phase of interest.
d. Trust (Conviction)
Up to this stage the company's goals through advertising has
successfully created a need for prospective buyers. A number of
prospective buyers has begun to waver and emotions begin untouched,
but still doubts. In these conditions should be able to convince the ad
or cause the confidence of prospective buyers.
e. Action
At this stage, the prospective buyer should already be able to
take decisions, to buy or not. Perhaps the desire to buy has been
decided but the purchase has not been done because there are
considerations influenced the customer desire to buy a product. For
that advertising should be able to lead prospective buyers to take the
final step in the form of a purchase decision.
21
Lu-shu, and Chang (2003) in Ermayanti (2006: 99) argues that the
advertising gives a stimulant and incentive for consumers to switch brands
and stated that consumers with different levels of perception have various
possibilities to switch brands.
D. Price
1. Understanding the price
Price is an element of the marketing mix that produces revenue; other
elements generating costs (Kotler and Keller 2013: 67). Price variables in the
marketing mix refer to what should be the consumer sacrifice to buy a
product or service which normally uses the value of money. The price of a
product is determined not only by the cost of production but also other
factors, such as competition and consumer perception of the product
(Morissan, 2010: 78).
According to Gary Armstrong and Kotler (2008: 439) "the price is the
amount of money charged for a product or service or the amount of value
exchanged for consumers on its benefits for owning or using a product or
service". While Mowen and Minnor according to Ermayanti (2006) says that
the price is one of the factors considered by consumers, because consumers
are sensitive to price, other than that, according to Mowen and Minor also
said that a brand was purchased because of convenience, availability or
price. If any of these factors change, then most likely the consumer will
quickly switch brands.
22
2. Pricing
Pricing has various strategies according to the stage through which a
product or service. Kotler and Armstrong (2008) are classifying such pricing
strategies as follows:
a. New product pricing strategies, namely pricing flushed markets and
pricing for market penetration.
b. Product mix pricing strategies, namely pricing of the product line,
additional product pricing, product pricing bound, pricing of products,
and pricing of the product package.
c. Price adjustment strategy, which consists of pricing discounts and
price reductions, segmented pricing, psychological pricing,
promotional pricing, dynamic pricing, international pricing and pricing
based on geography.
d. Strategies for coping with changes in prices, which pioneered the price
changes, how to react to price changes, and respond to changes in
price.
3. Purpose of Pricing
Pricing should be directed to a destination. Before pricing is done, the
goal should be set in advance. Pricing objectives include: (a) profit
orientation: achieve profit targets and increase profit: (b) sales orientation:
increase sales volume, and maintain or grow market share. (Machfoedz,
2007: 88).
23
a. The purpose of profit-oriented
Companies can choose one of two goals in a profit-oriented pricing
policy. Profit-oriented goals can be reached in the short term or long term.
1) Achieving the target profit
Companies can choose to set the price of its product reaches a
certain percentage of the sales or investments. Achievement of
objectives as it is applied by a broker or producer. Many retail and
wholesale trade businessman using profit targets on net sales as
pricing objectives of short-term period.
2) Increase profit
Pricing objectives to earn money as much as possible followed
by a large number of companies than other purpose. Difficulties faced
this purpose is that the term connotes bad maximize profits associated
with high prices and monopoly. The purpose of enlarging profits the
company would be more profitable if applied in the long term.
However, to apply these companies have to accept losses in the short
term.
b. Goal-oriented sales
1) Increase the volume of sales
Pricing of several companies focused on sales volumes during
a certain period, for example, 1 year or 3 years. Management aims
to increase sales volume by providing discounts or aggressive
24
pricing strategy although others should experience a loss in the
short term.
2) Maintaining or increasing market share
Some companies large or small set the price for the purpose of
maintaining or increasing market share of the company. For
example, when the Japanese currency (YEN) value exceeds the
value of the US dollar, Japanese products become more expensive
in the United States. Japanese companies are faced with the
prospect of reduced market share. To maintain market share,
Japanese companies accept smaller profit margins and reduce
costs so it can sell products at a price below the selling price
should.
4. Factors affecting the price level
According to Hasan (2007: 304) companies must understand the
factors that directly affect the price level to be determined:
a. Economic conditions
Economic conditions (inflation, boom or recession, interest
rates), government policies and regulations, and social aspects
(environmental awareness) greatly affects the price level prevailing.
25
b. Demand and supply
Request a number of products purchased at a certain price
level. Important issues in this factor are to estimate how buyers
respond to the prices offered an alternative. While offers a number of
products offered by the company (seller) at a certain price level.
Generally, the higher prices encourage the offered amount becomes
larger, but in certain cases it turns into a scarcity of goods is higher.
c. The company's goals
The company's goal to be achieved is stated explicitly, such as:
1) Achieving maximum profit
2) Maintaining the viability of the company
3) Creating a quality leadership
4) To increase the volume of sales
5) Reaching a large market share, maintain and improve market
share
6) Creating a stabilization of prices and overcome the competition
7) Return of capital tied up in a certain period
8) And so forth
d. Legal and ethical factors
These factors usually becomes a tool of government oversight
in determining the maximum, minimum, or a certain price (for grain,
freight, fuel, interest on the loan), price discrimination (dues Tv,
26
electricity) as well as the practice of other practices that prevent efforts
towards monopoly.
e. Marketing mix
Pricing should be coordinated and mutually supportive with
other marketing mix of product, distribution and promotion.
f. Cost
Cost is the basic factor in determining price is minimal, because
the level of price that cannot cover the costs will result in losses. The
costs that must be considered in the determination of prices at least as:
1) The cost of out-of-pocket costs increase, opportunity costs,
controllable costs, replacement costs, non-operating expenses
2) Structure costs
3) The cost volume relationship
4) Competitive advantage
5) Effect of experience costs
6) How much influence the cost of the company's future
g. Size of business
Management needs to decide who should set prices, for example, by
top management, product line management, sales managers, production
managers, financial managers, and accountants.
27
h. Competition
The forces that influence the competition in the industry is the
competition in the relevant industry, product substitution, suppliers,
customers, and the threat of new entrants.
i. The nature of the market
Each company needs to understand the nature of market linkages and
demand that it faces, whether including perfect competition, monopolistic
competition, oligopoly or monopoly.
E. Word of Mouth
1. Definition Word of Mouth
Word of Mouth communication is communication that is done through
word of mouth conversation by telling experience or excellence of a
product. Initially this term specifically referred to the oral
communications but now includes all types of human communication,
such as face-to-face, telephone, e-mail and text messages. Word of mouth
is considered to be the most powerful force in the market. In the fact,
consumer choice is usually influenced by word of mouth (Casalo and
Flavia: 2008).
Kotler and Keller (2007: 204) argue that the communication word of
mouth is a process of communication that the form of recommendations
either individually or in groups to a product or service that aims to
provide personal information. Communication word of mouth is one of
28
the communication channels that often used by companies that produce
both goods and services because of communication and word of mouth
(word of mouth) considered to be very effective in expediting the process
of marketing and can provide benefits to the company. According to
Hasan (2010: 32) word of mouth is the act of consumers providing
information to other consumers (interpersonal) noncommercial both
brands, products and services.
Rangkuti (2009: 77) defines WOM as a marketing effort that triggers
the customer to discuss, promote, recommend and sell a product, service
or brand to another customer. Mowen and Minor (2002: 180) says that
the word of mouh communication refers to the exchange of comments,
thoughts or ideas between two or more consumers are neither a source of
marketing. WOM is defined as a form of communication of goods and
services between people who are independent, not part of the provider of
such products, which occurs through the medium is also believed to be
independent.
Hasan (2010: 25) suggests the reason that makes WOM can become
powerful resources in influencing purchase decisions, which is:
1) WOM is an independent source of information and honest, which
means when the information comes from a friend it is more
credible because no relation of the person with the product
company.
29
2) WOM is very powerful because it provides benefits to those who
ask with direct experience of the product through the experience
of a friend.
3) WOM tailored to people who are interested in it. A person will not
join the conversation, unless they are interested in the topic of
interest.
4) WOM produces informal media information.
5) WOM can start from a single source depends on how the power of
influencers and social networks that spread rapidly and widely to
others.
6) WOM is not limited by space or other constraints, such as social
cohesion, time, family or other physical obstacles.
According to Kotler (2007: 206), receiving and responding to
consumer WOM on the conditions and the situation in:
1) Consumers lack sufficient information to assist in making a
choice.
2) The product is very complex and difficult to assess using the
criteria of assessment.
3) Consumers are less able to judge the product, no matter how the
information is distributed and addressed.
4) Other sources have a low credibility.
30
5) Effect of other people more easily accessible than other sources
and because it can be consulted by saving time and effort.
6) Strong social ties that exist between disseminator and recipient
information.
7) Individuals have a high requirement on the approval of the social
environment.
Thus the word of mouth is one way to reduce the uncertainty,
because by asking others who have already used the product
concerned, will produce information that is more reliable, so it will
also save time and brand evaluation process. So, word of mouth
cannot be invented or created. Because of WOM conducted by the
consumer voluntarily or without reward, all of them purely from
personal experience of other consumers who ultimately formed
consumer confidence of consumers on the other. Trying making up
WOM actually make the company will fail and can lead to more
severe effect. Making up WOM can damage the brand and image of
the company so that the company will eventually fail completely.
2. Create Word of Mouth
Word of mouth will be created when the products are delivered to provide
benefits to the audience. According to Rosen (2000: 19), stated that there are
31
several elements that must be possessed of a product in order to generate
positive WOM and sustainable, including:
a. The product must be able to evoke an emotional response.
b. The product or the brand should be able to give the effect of
something that delight or excitement. Means that the product must
be able to provide something that exceeds consumer expectations.
c. The product must have something that can advertise themselves or
inspire someone to ask it.
d. A product becomes more powerful when many users.
e. The product must be compatible with other products, in particular
can be applied in products that rely on technology.
f. The experience of consumers using the product the first time.
Once consumers were disappointed, they are not going to use your
product again and they will act like a terrorist.
Based on the research of Diamond Management & Technology
Consultants in Mix Magazine (2007: 17) there are some forms of the
method for creating word of mouth, among others:
a. Buzz marketing, use or entertainment activities are good news for
people who have been involved with a product can discuss these
products to others.
32
b. Evangelist marketing, the disseminator of news (evangelist),
speakers or volunteers who became a leader in the active
dissemination activities on behalf of the company.
c. Community marketing, establishing and supporting community
niche (niche community) which happily divide their interest in a
brand, provide tools, content, and information to support the
community.
d. Conversation creation, interesting or funny ads, e-mail, as well as
entertainment to start WOM activity.
e. Influencer marketing, identifying key communities and opinion
leaders are happy to tell you the product and have the ability to
influence the opinion of others.
f. Cause marketing, providing support for outreach programs
through fundraising to get the respect and support of the people
who have the same concert with the company.
g. Viral marketing, creating an entertaining and informative
messages and is designed to spread exponentially through
electronic media or e-mail.
h. Grassroots marketing organize and motivate volunteers to get
involved in a personal or local.
i. Brand blogging, creating blogs and participating in the
blogosphere, in the spirit of openness, transparent communication,
33
sharing information of value that may be discussed blog
community.
j. Product seeding, putting the right products in the right hands, at
the right time, providing information or samples to influential
individuals.
k. Referral programs, creating tools for customers who are satisfied
that they recommend the same product to the relatives.
3. Dimension Word of Mouth
Referring to the concept that has been implemented Basel et. al. in
Barata (2005: 27), there are two variables of word of mouth, the
perception of risk and consumer knowledge. And in a study conducted by
Surya Sutriono (2008: 31), which draws on research conducted by Brown
and dacin there are three variables, which is satisfaction, incentives, and
opinion leaders.
1) Risk Perception
Word of mouth can affect a person's perception of the value of
a product or the perception of risk that would arise when consuming
the product. The perception of the risk of becoming one of the
important components of information processing performed
consumers. If the information obtained through the word of mouth is
negative, it will also result in the perceived level of risk that is higher
34
(Rini, 2011: 3). According to Gods (2005: 27) in the marketing
process, consumers always face with the risk in any decision making.
According to Mowen and Minor (2002: 89) the perception of
risk is understood as the likelihood of consumers to experience the
negative consequences of using products and services. According
Trocchia in Suhartomo (2010: 29), there are six dimensions of risk
perception, which is:
a. Financial risk is the perception that the product would not be in
accordance with the price.
b. Risk promotion is the perception that the product will not have
the promotion as expected.
c. Risk perception that time is the time spent to search for the
product will be wasted when the product is not performing as
expected.
d. Physical risk is the perception that the product will harm or
threaten the safety of consumers or others.
e. Psychological risk is the perception that the product would not
be in keeping with the concept of self or consumers.
f. Social risk is the perceptions that the product is not good will
embarrassing consumers.
35
2) Consumer Knowledge
Through WOM, consumers create knowledge about the
products that will be chosen. If consumers know more about the
products that will be chosen, then the risk he would receive would be
less than he has no knowledge about the product. According to Gods
(2005: 29), consumers have to have the level of knowledge about the
products offered so that it will ignore more information from others
before making the purchase.
Consumer knowledge about the product also has influence not
only on the search WOM actively, but also on consumers'
perceptions of risk. Consumers with little knowledge of the products
tend to have a greater perception of risk and benefit that is greater
than searching for information through WOM activity. In the
decision, the information possessed formed into consumer knowledge
needed to assess the risks of all alternative products that will be
chosen, so that consumers have more information to be able to assess
the choice of products to be consumed which a minimum risk has
compared with consumers who do not have sufficient information.
According to research conducted by Mishra, Umesh, and Stem
in Barata (2005: 30) there are three sizes to measure the level of
consumer knowledge, which is:
36
a. Knowledge is the knowledge of consumers about the products
consumers know exactly what is offered by the provider of the
product concerned.
b. Experience of consumer-related products are consumer
knowledge about the product as what is obtained when using
the product.
c. Information owned by consumers about the product is
consumer knowledge about the products concerned which he
obtained from other sources.
4. Satisfaction
Customer satisfaction will affect the consumers' desire to
disseminate information about the product or service is consumed. If
consumers are satisfied with the products they use it instinctively
consumers will tell the people around him about his satisfaction and
word of mouth spread, both positive and negative among these
people. Word of mouth behavior can be linked to consumer
satisfaction and unsatisfaction with previous consumption
experience.
Consumers who are satisfied after consuming a product certainly
will spread positive word of mouth, while consumers who are not
satisfied after consuming a product would spread negative word of
mouth basis. According to Zeithaml (2003: 85), consumer
37
satisfaction will be influenced by the specific features of the product
and the perception of the quality. Product quality basically describes
how much the perceived benefit of consumers so as to satisfy their
expectations.
5. Incentives
In the word of mouth communication, necessary incentives to
stimulate consumers who have used a product spread it to others.
The incentive to be creative although it can also be in the form of
money. Erida (2009: 2), explained that incentives, both monetary
and non-monetary form can reduce the negative word of mouth
behavior and reinforce positive word of mouth.
When linked with the satisfaction of consumers, the incentive
is considered as a catalyst to improve the behavior of consumers
are satisfied WOM and dampen the negative WOM than
consumers who are not satisfied with the product consumed
(Erida, 2009: 3).
6. Opinion Leader
Widyaharsana (2009: 44) argues, an opinion leader of
consumers that regularly affect the views, attitudes, and
behaviors of others. Furthermore, Widyaharsana provide an
explanation of the roles performed by opinion leaders, including:
38
a. They provide a stimulus to other consumers, so that
consumers become aware of the needs that have been
unaware.
b. They provide information to other consumers about a
product. In many cases, consumers are more likely to
trust a third party rather than promotion by the first
party.
c. They give advice that allows consumers to choose
products that best of many options. These suggestions
are useful in helping consumers to shorten the
evaluation process significantly choice.
d. They provide feedback that is trusted by other
consumers. The expertise and credibility of the opinion
leader can sometimes affect other consumers in
determining a product.
Furthermore, Widyaharsana (2009: 52) explains that
the good opinion leader must have two main requirements
so that they play a major role in the process of WOM,
including:
a. Networking, they should have an extensive
network. The numbers of listeners that many
39
will increase the chances of people listen to the
information of an opinion leader.
b. Credibility, addition to an extensive network,
the opinion leader must have credibility.
Credibility is the quality, capability, or power
to generate trust. There are two factors that
make a person has credibility, honesty and the
ability or expertise. Someone who is not
considered to have expertise not wants to hear
his opinion. Furthermore, an expert who is not
considered fair also will not be able to
influence others.
F. Brand Image
1. Definition of Brand
Positive image consumer to a brand more allows consumers to
make purchases. Good brand also became the basis for building a
positive corporate image. The benefits of a positive brand image,
the company bias expand product lines by utilizing the positive
image which has been formed to brand old products. The thing to
note is how to maintain and improve the already positive brand
image.
40
Here is some understanding of brand image (brand image) in
the view of the experts:
a. Brand image simply by Rangkuti (2009: 43) is a set of
associations brand / brand formed in the minds of consumers.
b. Keller (2008: 66) defines brand image as a perception or
impression of a brand by a group of associations that connect
customers to the brand in their memories.
From the above understanding can be concluded that brand
image is the result of perception and understanding of consumers on
the brand of a product is seen, thought and imagined. By creating
the right brand image for a products, would be very useful for
marketers, because the brand image will influence consumer ratings
on alternative brand faces.
Fournier said that consumers' perception of a brand is one of
the keys to building a long term relationship. Furthermore, Morris
(1996) in Rahma (2007: 28) reveals that building a strong perception
of the brand is the top priority at some companies today. Meghan
(1995) in Rahma (2007: 28) also noted the importance of brand
image development in business organizations. Meenaghan states that
the image of a well-managed brand will produce positive
consequences, including:
41
a. Improving the understanding of knowledge on aspects
consumer behavior in making decisions.
b. Enhancing consumer orientation toward things that are
symbolic over the functions of the product.
c. Improving consumer confidence in the product.
d. Increase sustainable competitive advantage in view of
technological innovation is very easy to be imitated by
competitors.
Another opinion expressed by Graeff (1996) in Rahma, (2007: 30)
states that the rapid development of the market, will encourage
consumers to more expensive brand image then attention to the
characteristics of the products offered. The condition indicates that the
product is in mature stages in the product life cycle. Cover proprietary,
competitive and stage image. Proprietary explains that the brand is able
to show the uniqueness of some products on the market. Competitive
explains that the brand is able to describe a product has a competitive
advantage that the drive competitors to perform product development
in order to survive in the market. While the stage to explain that the
brand image of a product capable of being decisive in differentiating a
product in the minds of consumers in their purchase decision than other
products.
42
It can be concluded based on the opinion of experts that the brand is
the brand associations that exist in the minds of consumers, which is
created by an Association strong brand, unique and good. And
consumer associations to the brand determine brand image.
2. Measurement of brand image is based on aspects of a brand
According to Keller (2008: 56) that the measurement of a
brand can be performed based on the aspect of a brand, namely:
strength, uniqueness, and favorable:
a. Strength
Strength leads to various advantages owned brand
relevant physical, and not found in other brands. Such as
product design, the products have good quality, and a brand
name that already has a reputation in the field of the
technology world. The brand of excellence refers to the
physical attributes of the mark in question so that it can be
considered as an advantage over other brands.
b. Favorability
Favorability leads to their ability to be easily
remembered by customers. Included in the group of
favorability among others: the ease of the brand to say, the
ability of a brand to keep in mind the customer, as well as
43
correspondence between the impressions in the minds of
customers with the desired image of the company on the brand
concerned.
c. Uniqueness
Uniqueness to differentiate a brand with another brand.
This impression arises from the attributes of the product.
Unique impression means there is a differentiation between
the products with other products.
G. Brand Switching
According Dharmmesta in Suzy (2008: 109) brand switching brand
switching behavior Behavior is made by consumers for certain reasons
or could be interpreted as well as the vulnerability of consumers to
switch to another brand.
Meanwhile, according to Menon and Kahn in Manuadi (2011: 26)
that the switching behavior (switching behavior) is defined as the
freedom to choose a preferred against a special item "(Menon and
Kahn, 1995). Switching behavior can come from very diverse other
product offerings, or because of a problem with the product purchased.
Chaarlas (2012: 1) provide some review on brand switching as
follows.
44
1. Factors Affecting Brand Switching.
a. Advertising
Mostly, the purpose of advertising is to encourage brand
switching on consumers to increase market share. Convincing
consumers to switch brands is a difficult task. It is not
uncommon for customers to build brand loyalty due to many
factors such as quality, price and brand loyalty. To encourage
switching brands, advertisers will target three areas at once, as
part of a strategy to encourage brand switching.
b. Price
Price is an important factor for the price-conscious
consumers. Advertisers often use price comparisons as a model
to attract old users of the brand tries to brand new ones. The
idea is to convince end users that it is possible to purchase the
same amount of product while spending less money. Ideally,
this means that consumers can use the savings for other
purchases, perhaps even luxury goods of some sort.
45
c. Quality
The price is not enough to encourage brand switching.
When this happens, compare the quality of one brand with
another brand is an approach by consumers. After that the brand
will work together, as well as the brand becomes more
established if it has a good quality. When coupled with cost
savings, can affect the quality comparison for a long time on the
consumer, at least long enough to begin to try new products.
d. Brand Loyalty
It is important to understand the brand loyalty to be able to
understand the movement of the brand (brand switching). It is
also useful to segment the market based on brand loyalty and to
understand the needs of loyal customers and potential do brand
switching, as well as their attitude towards the brand attributes.
e. Resistance to Change
There are many factors that influence consumer attitudes
change. But the most important is the resistance of the
consumer. "People do not resist change; they resist what is
being changed." If consumers have changed, they should be
46
assisted in decide that change is the best thing for them. People
need to be influenced, not forced.
2. Models or Type Brand Switching
There are 3 types of brand switching that can be grouped
based on factors that influence the process of choosing.
a. Zero-Step Model
This model states that the choice of today's consumers in
making a purchase is not influenced by the purchasing behavior
and previous experience.
b. Markovian Stochastic Process
In a Markov stochastic process, the final choice of
consumers affect their current selection. Brand switching
models made by Blumen said that today's consumer choice is
affected by the last impression on a previous choice,
thatMarkov models of stochastic processes. In this model, the
degree of consumer satisfaction past affect his choice in the
current product. If you previously have chosen the brand
increases the likelihood of re-selecting the same brand, it is
referred to as brand loyalty or as inertia. However, if the
47
consumer preferred brands previously not reduce the likelihood
that they would choose the same brand today, is called variety
seeking.
c. Three - Choice Model
McCarthy developed a choice of two models made by
Blumen, namely Three-Choice Model. As in two choice
models, the choice of past consumer products influence
consumer choice of products currently in the Three-Choice
Model. However, in the Three-Choice Model, the level of
customer satisfaction with the current product choices affect the
behavior of replacement options, such as those affected by the
introduction of the brand and the attitude toward the brand.
Thus, the Model Three-Choice's possible that when the
consumer is not satisfied with the current selection, replacement
or future choices will result.
3. Reasons Consumers Doing Switching Brands
a. stochastic Reason
If a brand switching occurs to the main stochastic reasons
then transfer under the control of the service provider. For
example, displacement may occur because the perpetrators of
48
the displacement has changed locations and providers of
financial services (Bank) used currently does not have a branch
in the new place.
b. Expectation Disconfirmation reason
Disconfirmation hopes of becoming a big cause the transfer
of the brand. In this paradigm, the consumer evaluates the
experience of consumption of a product and make a decision
regarding the level of satisfaction perceived by comparing
performance with standards of satisfaction regarding the
consumption. For example, if the level of service provided by
branches of banks that use them do not meet expectations, it
may poses the possibility of brand switching.
c. Utility Maximization Reasons
Maximize utility (use value) assumes that consumers are
consistently looking for better utility, and when consumers have
a better living standard of the consumer then it would be
possible to shift the brand. For example, if a financial services
provider (bank) offers a yield and a lower cost, then switching
may occur.
49
Another brand of alternative search process conducted by
consumers through inquiries from print, electronic, or directly
to the seller or the manufacturer to the ultimate goal which
resulted in the displacement of the brand.
H. Previous Research
Research on consumer unsatisfaction, advertising, pricing,
word of mouth, brand image and brand switching has been done
by previous researchers. These studies provide a lot of input as
well as additional contributions to other parties concerned to
make any approaches so that research can be developed and
applied properly.
50
Table 2.1
Summary of previous research
No Research
Title Variable of
research Variable
dependent
Result of
research
1. Grace
Y.D.Radam
uri, Naili
Farida &
Reni Shinta
Dewi
(2013)
Influence
Brand image,
Word of
mouth, and
Advertising to
Brand
switching on
user
Blackberry
1.Brand image
2.Word of
mouth
3.Advertising
Brand
switching
Result this
research use
method Linear
Regression
multiple Which
one the results
can be shows
that
dimensional
brand image,
word of mouth,
and
advertising
have
significant
influence to
Brand
switching.
2. Dwi
Ermayanti.
S (2010)
Analysis
influence of
advertising,
price, and
customer
unsatisfaction
toward brand
switching
consumer on
shampoo
sunsilk in
surabaya
1.Advertising
2.Price
3.Customer
unsatisfaction
Brand
switching
The research
use analysis
linear
regression
multiple shows
that
advertising,
price, and
customer
unsatisfaction
have
significant
influence to
Brand
switching.
51
No Research
Title Variable of
research
Variable
dependent
Result of
research
3. Anandhitya
Bagus
Arianto
(2013)
Influence
attribute
products,
price,
needs
look for
variations and
consumer
unsatisfaction
toward brand
switching
from
Samsung
Galaxy Series
in Malang
city
1.Attribute
product
2.Price
3.Look for
variations
4.Customer
unsatisfaction
Brand
switching
This research
method
multiple linear
regression
analysis in
which the
results are the
attribute
products and
price negative
effect on
Brand
switching, And
the need to find
variations and
customer
unsatisfaction
have
significant
positive effect
on brand
switching
decision.
52
No
Research
Title
Variable of
research
Variable
dependent
Result of
research
4.
Debora
Ratna
Nilasari,
Yoestini
(2012)
Analysis of
the influence
of customer
unsatisfaction
, price and
the need to
find a
variation
toward brand
switching of
Lifebuoy
soap brand in
Semarang
city.
1. Customer
unsatisfaction
2. Price
3. Needs look
for variations
Brand
switching
Results of
research on
100
respondents in
the city of
Semarang
shows that
customer
unsatisfaction,
price, and the
need to find
variations
Simultaneousl
y significant
influence
toward brand
switching and
Partially seen
that three
independent
variables are
positive and
significant
impact on
brand
switching.
53
No Research
Title Variable of
research
Variable
dependent
Result of
research
5. Ari
Setyaningru
m (2010)
Analysis of
influence
customer
unsatisfaction
and variety
seeking
toward brand
switching
1. Customer
unsatisfaction
2. Variety
Seeking
Brand
switching
The results of
this study
indicate that
the customer
unsatisfaction
and variety
seeking
significantly
influence
brand
switching
decision.
54
I. Research Framework
Figure 2.1
Research Framework
Customer
Unsatisfaction
Advertising
Price WOM Brand Image
Brand Switching
Validity and Reliability Test
Classical Assumption Test :
1. Normality Test
2. Multicollinearity Test
3. Heterocedasticity Test
4. Multiple Regression Test:
5. Coefficient of determination
Hypothesis Test:
6. T Test
7. F Test
Conclusion
55
J. Hypothesis
Based on the formulation of the problem, the purpose of the research and
the theoretical basis, it can be put forward a hypothesis that still require
testing to prove the truth, ie:
1. Ho: b1 = 0; there is no influence between consumer unsatisfaction
against the displacement of the brand (brand switching).
Ha: b1 ≠ 0; there is influence between consumer unsatisfaction
against the displacement of the brand (brand switching).
2. Ho: b2 = 0; there is no influence of advertising on brand switching
(brand switching).
Ha: b2 ≠ 0; there is the influence of advertising on brand switching
(brand switching).
3. Ho: b3 = 0; there is no influence between the price movements of the
brand (brand switching)
Ha: b3 ≠ 0; there is influence between the price movements of the
brand (brand switching).
4. The Ho: b4 ≠ 0; there is no influence of word of mouth to transfer
brand (brand switching).
Ha: b4 ≠ 0; there is the influence of word of mouth to transfer brand
(brand switching).
56
5. Ho: b5 ≠ 0; there is no influence of brand image on brand switching
(brand switching).
Ha: b5 ≠ 0; there is influence between the brand image of the
displacement of the brand (brand switching).
6. Ho: b1, b2, b3, b4, b5 = 0; there is no influence between consumer
unsatisfaction, advertising, pricing, word of mouth and brand image
simultaneously to transfer brand (brand switching).
Ha: b1, b2, b3, b4, b5 ≠ 0; there is influence between consumer
unsatisfaction, advertising, pricing, word of mouth and brand image
simultaneously to transfer brand (brand switching).
57
CHAPTER III
RESEARCHMETHODOLOGY
A. Scope of Research
This study was conducted on 60 people users futsal shoes in eastern
ciputat chosen as respondents in this study. The object of research was
conducted on the product Specs brand futsal shoes. While the subject of this
study is the users futsal shoes ever to wear or use other brand futsal shoes then
moved into a brand Specs. This study was conducted to determine how much
influence variable customer unsatisfaction, advertising, pricing, word of
mouth and brand image capable of influencing consumers so make the shift
brand previously used another brand of futsal shoes into brand Specs. This
research conducted on August 2015 until September 2015.
B. Determine sample method
1. Population
According to Indriantoro and Supomo (2002: 115) population
(population) are a group of people, events or things that have certain
characteristics. Meanwhile, according to Sugiyono (2008: 90), the
population is a generalization region consisting of, objects / subjects that
have certain qualities and characteristics defined by the researchers to be
studied and then drawn conclusions. From the above understanding of the
population referred to in this case is whole is a set of all elements that
58
became the object of research or investigation.
2. Sample
According to Indriantoro and Supomo (2002: 115) can be interpreted
that the sample is partially the elements that are in the population.
According Sugiyono (2008: 91), the sample is part of the number and
characteristics possessed by this population. The exposure of the sample
in this case is a part of the population studied, which is considered
representative of the population in this study.
Techniques for taking the sample data used sampling techniques. In
determining the data to be studied, the sampling technique used is the non-
probability sampling is a sampling technique that does not provide equal
opportunity for each element or member of the population to be sampled.
Respondent was done by using purposive sampling. The intended use of
purposive sampling techniques in this study to obtain respondents who are
consumers make the shift from other brand shoes to the shoe brand Specs.
Sugiyono (2008: 102) quotes the opinion of Roscoe stating "decent sample
size in the study was between 30 to 500". Researchers took a sample of 60
respondents with consideration of the number of samples is a decent
amount and facilitate in making the presentation of research results.
C. Methods of Data Collection
Methods of data collection in this study carried out by way of noting a
small part of the population, or in other words the sample course record.
59
Data collection method called sampling. Sampling is a method of
collecting data that are incomplete, meaning that does not cover the whole
object of research (population = universe) but only a part of the population
only, which only covers a sample taken from the population (Supranto,
1997: 55).
The data used in this research is quantitative data, which is data that
form of numbers (Supranto, 1997: 6). Meanwhile, according to
Indriantoro and Supomo (2002: 12) quantitative data is the data showing
the number or amount of something.
Data obtained in this research is the primary data, that is data collected
by an individual / organization directly via its object (Supranto, 1997: 6).
Primary data from this study were obtained by providing questions to
a sample of respondents to the study questionnaire or a list of questions
related to the research. The samples of this study were taken using a non-
probability sampling method, which is the method of purposive sampling
(samples intended). Samples aims are non-probability sample that
conform to certain criteria. The criteria that have been established are the
Specs futsal shoes ever make purchases of other brand products.
Because of the sampling technique used is non-probability sampling,
not everyone has the opportunity to be the respondent. Therefore, it needs
to be asked questions filtering to filter the respondent. For the data in this
study secondary data obtained by reading the literature related to the
60
research and through the Internet, and other secondary data.
This study also used a Likert scale measuring agreement and
disagreement of respondents in responses proposed the statement. Likert
scale is a measurement with five response categories ranging from
“strongly disagree” to “strongly agree”, which requires the respondents to
indicate a degree of agreement or disagreement with each of a series of
statements related to the stimulus objects. (Maholtra, 2006:264)
The score of questionnaire assessment figures resulted in this study is
according to the Likert scale described in the methods used to measure
attitudes, opinions, and perceptions of a person or group of persons on a
social phenomenon (Sugiyono, 2007: 96)
A measurement of each variable in this research using Likert scale to
measure attitudes, opinion and perceptions of individuals or groups social
phenomena (Sugiyono, 2009: 94)
By using a Likert scale, the measurement variable is an indicator
variable that will be outlined. Using a Likert scale of five (5) levels to
express the attitude or the respondent’s answer as follows:
61
Table 3.1
Likert scale of five (5) levels
(Sugiyono, 2009: 94)
No Range Weight
1 Strongly Agree (SA) 5
2 Agree (A) 4
3 Neutral (N) 3
4 Disagree (D) 2
5 Strongly Disagree (SD) 1
D. Types and Source of Data
Types and sources of data used in this study are:
1. Primary Data
Is data obtained directly from the original source (without going
through an intermediary), the data obtained from the respondents through
questionnaires filled out by respondents directly. Primary data specifically
address the question of research. This data can be the subject of opinion
(people), the observation of the activities and results of testing
(Indriantono and Supomo, 2002: 147).
2. Secondary Data
Data is obtained indirectly through an intermediary medium (obtained
and recorded by the other party) (Indriantoro and Supomo, 2002: 147), or
a maker of data produced from the primary data. This data can be obtained
from the results or outcomes data from other people or certain institutions
are published for general obtained through research journals, magazines,
62
newspapers, the internet and other literature concerning the object studied.
E. Data Analysis Methods
Analysis of the data in this study using SPSS application assistance 20. Tests
were performed using SPSS 20 aid applications are as follows:
1. Test Validity
Validity is the level of research instruments to express the data in
accordance with the matter to be disclosed. In other words, the validity
indicates the extent to which a measuring instrument that can be used to
measure what should be measured. Validity test is used to determine the
feasibility of the items in a list of questions to define a variable. The list of
questions generally support a group of specific variables. A questionnaire
as valid if there are similarities between the data collected by the data
actually happened on the object under study. (Sugiyono, 2004: 172).
In determining whether or not an item that will be used, usually to test
the significance of the correlation coefficient in the minimum limit of
correlation of 0.30, meaning that an item is considered valid if the total
score is greater than 0.30 (Priyatno, 2010: 90).
2. Test Reliability
Reliability test is a tool to measure a questionnaire which is an
indicator of the variables or constructs. A questionnaire said to be reliable
or reliable if someone answers on the statement is consistent or stable over
time (Ghozali, 2011: 47). Reliability measurements performed with
Cronbach Alpha statistical test. A variable is said to be reliable if the
63
value of Cronbach Alpha> 0.60 (Nunnally in Ghozali, 2011: 48).
3. Classical Assumption Test
a. TestMulticolinearity
This test is used to test whether there is any correlation between the
independent variable or the independent variable (Ghozali, 2011: 105).
Another opinion says that multicollinearity in the regression model to test
whether there is formed a high or perfect correlation between the
independent variables of the model has revealed multicollinearity
symptoms (Suliyanto, 2011: 81).
Multicolinierity test is done by looking at R2 and the value of t
statistics If R2 is high and the F test rejects the null hypothesis, but the
value of t statistics are very small or even not having independent
variables significantly so that it shows any symptoms of multicollinearity
(Suliyanto, 2011: 81). Other methods multicolinierity test is to analyze
the correlation matrix between the dependent variable and calculating the
value of Tolerance and Variane Inflation Factor (VIF). Low tolerance
value equal to the value of high VIF (because VIF = 1 / tolerance). Cutoff
value that is commonly used to indicate the presence of multicollinearity
is the tolerance value ≤ 0.10, or equal to the value of VIF 10.
b. Test Heteroscedasticity
Heteroskesdasticity test aims to test whether the regression model
occurred inequality variant of the residuals of the observations to other
observations remained, is called homocedasticity. Two methods used in
64
this study to see heteroscedasticity is to look at the graph plot between the
predicted value of the dependent variable (ZPRED) with residual
(SRESID) (Ghozali, 2011: 139). Heteroscedasticity Test whether there is
a variant of variables in the regression model is not the same (constant)
called heteroscedasticity, or variants of variables in the regression models
have the same value (constant) called homocedasticity (Suliyanto, 2011:
95).
c. Normality Test
Normality test aims to test whether the regression model, or
residual confounding variable has a normal distribution. Good data and fit
for use in research is one that has a normal distribution. Normality of data
can be viewed in several ways, including by looking at the normal curve
p-plot. A variable is said to be normal if the distribution of the image data
points are spread around the diagonal line, and the spread of the data
points in the direction to follow a diagonal line. (Ghozali, 2011:161).
4. Multiple Linear Regression Analysis
In general, this analysis is used to examine the effect of some
independent variable (variable X) to the dependent variable (Y). In the
multiple regression independent variable (variable X) are taken into
account its effect on the dependent variable (Y), there are more than one.
Regression (Suilyanto, 2011: 53) is the dependent variable is affected by
two or more independent variables so that the functional relationship
65
between the dependent variable (Y) with independent variables (X1, X2,
... .Xn).
In this study, the independent variable is consumer unsatisfaction,
advertising, pricing, word of mouth and brand image (X). The dependent
variable in this research is brand switching (Y) so that multiple regression
equation is:
Y = a + b1X1 + b2X2 + b3X3 + B4X4 +B5X5 e
Explanation:
Y = The dependent variable displacement brand (brand switching)
a = Intercept (constant)
b1 = Regression coefficient for the dependent variable (X1)
b2 = Coefficient of regression for the dependent variable (X2)
b3 = Coefficient of regression for the dependent variable (X3)
b4 = Coefficient of regression for the dependent variable (X4)
b5 = Coefficient of regression for the dependent variable (X5)
X1 = Customer unsatisfaction
X2 = Advertising
X3 = Price
X4 = Word of Mouth
X5 = Brand image
e = Error.
a. Simultaneous testing of Regression Coefficients (Test F)
F test is done to look at the distribution of variants caused by
66
regression and variance caused by residual danPada basically used
to indicate whether all independent or independent variables have
influence together to dependent variable / bound (Ghozali, 2011:
98). This can be done by the following criteria (Ghozali, 2011:
98):
1) Determining Hypothesis Formulation
a) Ho: b1, b2, b3 = 0. That is, there are no positive effects
of each independent variable (X) simultaneously the
dependent variable (Y).
b) Ho: b1, b2, b3 ≠ 0. That is, there are no positive effects
of each independent variable (X) simultaneously the
dependent variable (Y).
2) Determining the degree of probability of 95% or the 0.05 one-way
(One-tail).
3) Determine the criteria for decision-making
When the F count> F table, then Ho is rejected and Ha
accepted. It means that independent variables simultaneously
affect the dependent variable.
b. Test Coefficient of Determination
The coefficient of determination (R2) was essentially used to
measure how far the regression model's ability to explain variation
in the dependent variable (Ghozali, 2011: 97). R2 small value
means the ability of independent variables in explaining the
67
dependent variable is very limited. However, many researchers
recommend using adjusted R2 values when evaluating where the
best regression model (Ghozali, 2011: 97).
c. Tests on Partial Regression (t test)
The t-test was conducted to test each independent variable (X)
to the dependent variable (Y), which is conducted to determine
how much each variable consumer unsatisfaction, the
characteristics of the product category, and variety seeking
influence on brand switching (brand switching). Test steps are as
follows (Ghozali, 2011: 98):
1) Determining Hypothesis Formulation
a) Ho: bi = 0. That is, there is no influence of each
independent variable (X) partially on the dependent
variable (Y).
b) Ho: bi ≠ 0. That is, there is the influence of each
independent variable (X) partially on the dependent
variable (Y).
2) Determining the degree of probability of 95% or the 0.05 one-way
(One-tail).
3) Determine the criteria for decision-making
a) Quick look: if the value of t> 2 (in absolute value), then Ho is
rejected and Ha accepted.
b) If t> t table, then Ho is rejected and Ha accepted. That is
68
partially independent variables affect the dependent variable.
F. Variable Operational Research
1. Operational Definition
The variable is a construct that is measured with a variety of value to give
a more concrete picture of the phenomena. The operational definition is
the determination of the construct so that it becomes a variable that can be
measured. The operational definition describes a particular method that is
used to operationalize the construct, making it possible for other
researchers to replicate measurements in the same way or develop a way
of measuring construct better (Indriantoro and Supomo, 2002: 147)
The variables in this study are generally grouped into two, namely the
independent variable (independent) and the dependent variable
(dependent). The dependent variable is the variable types described or
influenced by independent variables. The independent variable was the
type of variables that describe or affect other variables, either positively
or negatively. The independent variable in this research is consumer
unsatisfaction, advertising, pricing, word of mouth and brand image. The
dependent variable in this research is the transfer of the brand (brand
switching). The operational definition of these variables is as follows:
2. Independent variable
The independent variable is variables that affect or be the cause of the
amount of value of other variables. Variation changes will affect its
independent variable variation changes the dependent variable (Suliyanto,
69
2011: 7).
The independent variable in this study is:
1. Customer unsatisfaction (X1).
2. Advertising (X2).
3. Price (X3).
4. Word of mouth (X4).
5. Brand image (X5).
3. Dependent Variable
The independent variable (dependent) variables variations are influenced
by variations in the independent variables. This variable is often referred
to as criterion variables. Variation changes in the dependent variable is
determined by the variation Interchangeability of the dependent variable
(Suliyanto, 2011: 8)
The dependent variable is the variable whose value depends on other
variables, which value will change if the variables that influence change.
The dependent variable in this research is brand switching (Y).
70
Table 3.2
Variable operating table
No. Variable Sub Variable Indicator Scale
1. Customer
unsatisfaction
(X1)
1) Performance The main
operational
characteristics.
Ordinal
2) Features Characteristic or
features.
3) Reliability Consistency of
the performance
of the resulting
product.
4) Conformance Views on the
quality of the
resulting
products
according to
product.
5) Durability Continually used.
6) Serviceability Service quality.
7) Aesthetics Product design.
8) Perceived quality Brand name image
reputation.
2. Advertising
(X2)
1) Knowing Attract attention
(attention)
Consumer
interest (interest)
Ordinal
2) Affected Mobilize desire.
(desire)
Convince
potential buyers.
(conviction)
71
No. Variable Sub Variable Indicator Scale
3) Act to make a
purchase
Measures of
consumer
purchasing
decisions.
(action)
3. Price
(X3)
1) The price policy Suitability prices
offered.
Affordable price.
Stable price.
Ordinal
2) Adjustment price Discount.
Promotion price.
4.
Word of mouth
(X4)
1) Perception of risk
Financial risk.
Promotion risk.
Ordinal
2) Consumer
knowledges
Product
knowledge
Experience with
product
Information that
owned.
3) Satisfaction
Specific Features
of products.
Perceptions of the
quality of
products.
72
No. Variable Sub Variable Indicator Scale
5 Brand image
(X5)
1) Strength Physical of the
product.
The price of the
product.
Product quality.
Ordinal
2) Uniqueness Variety of
products.
Variations in
product
appearance.
3) Favourable Brand name easy
to say.
The brand name
easy to
remember.
The brand name
is known.
73
No. Variable Sub Variable Indicator Scale
6.
Brand Switching
(Y)
1) Advertising
Ads desire
consumer move
into other
products.
2) price
comparing price
3) quality comparing
quality
4) brand loyalty attitude to the
brand
5) resistance to
change
attitude to change
74
CHAPTER IV
RESEARCH FINDINGS AND ANALYSIS
A. General Description of Research Object
1. Product Overview
Specs shoes are football shoes form domestic production. Although domestic
production, Specs are not afraid to face competitors that have famous brands from
abroad. Actually, in 1980 Specs are already being produce and are now starting to
focus on providing sports shoes, clothing and other specific gear to the sport like
futsal, football and badminton.
Specs produced by PT. Panarub Industry, which is a manufacturer of shoes
which was also producing the Adidas brand. PT. Industry Panarub is then
authorized the PT. Panatrade Caraka to create shoes sports with the brand Specs.
Specs with more professional handling of this kind began in 1994. In the
beginning Specs have not classify as soccer shoes, futsal and badminton, but just
as sport shoes as general. The economic crisis that occurred in Indonesia in 1998,
making Specs at that time could only penetrate the lower middle market segment.
But since 2001 Specs marketing management change with the target market turn
around targeting the upper middle market segment.
Specs marketing and business strategy is to achieving one by one target.
Specs soccer shoes is the first in developing a marketing strategy of Specs. This
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strategy initiated in 2001. It is well-prepared to target the middle to upper market
segments. Preparation, among others, by changing the design of the logo and other
marketing development.
This strategy can be executed after seeing the opportunities that the price gap
soccer shoes locally and abroad very much, given the exchange rate of the dollar
against the rupiah unstable. Thus there is no product that fills the middle market
segment. Until finally in 2002, Specs has become a leader in the market.
The second target market targeted by Specs are futsal shoes. Although in
2004, the sport of futsal undeveloped but over the years, futsal become a favorite
sport. Specs business development is advancing with the production of clothes and
other sports equipment.
2. Respondents’ characteristics
Data used in this research is primary data that achieved by spreading the
questionnaire by the amount of 60 questionnaires on the customer of Specs futsal
shoes in east Ciputat area. In order to get high quality data, the researcher
distributed the questionnaires directly to the respondents. The period of
questionnaire completion had been scheduled on December 2015 until January
2016.
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Figure 4.1
Respondent’s Age
Source: Data Processed, 2015
In figure 4.1 it can be seen that the respondents in this research 34% are
respondents at 17-23 years old, 43% are the respondent have 24-30 years old,
20% at 31-40 years old and remaining 3% are respondents with age more than 40
years old.
Figure 4.2
Respondent’s Expenditure
Source: Proceed Data, 2015
34%
43%
20%3%
Respondent's Age
17-23 24-30 31-40 >40
18%
42%
32%
8%
Respondent's Expenditure
< Rp 500,000 Rp 500,001 - Rp 1,000,000
Rp 1,000,001 - Rp 2,000,000 > Rp 2,000,000
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In figure 4.2 it can be seen that 18% of the respondents spent theirs
expenditure less than Rp 500,000 monthly, 42% of the respondents spent theirs
expenditure between Rp 500,001 up to Rp 1,000,000 monthly, 32% of the
respondents spent theirs expenditure between Rp 1,000,001 until Rp 2,000,000
monthly and 8% of total respondents are spent theirs expenditure more than Rp
2,000,001 monthly to fulfill their needs.
Figure 4.3
Respondent’s Occupation
Source: Proceed Data, 2015
Figure 4.3 shown the occupancies of the respondents in this research. And
according to data collected above, 54% of respondents are student either in school
or university, 25% of respondents are employee in private company, 5% of
54%
25%
5% 13%
3%
Respondent's OcupationStudent Employee
Government Servant Enterpreneur
Others
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respondent are government servant, 13% of the respondent are entrepreneur and
remaining 3% of respondents have others occupation that did not mentioning in
questionnaire.
B. Instrument Test result
1. Validity and Reliability Test Result
To obtain primary data researchers distributing questionnaires to the
respondents would or ever used the product of Specs futsal shoes that are
considered to be representative of the whole people or customers ever use the
product of Specs futsal shoes.
Before questionnaires distributed to 60 respondents, researcher done
try out by gave to 20 respondents by giving 38 item statements is divided into
six main variables that are: customer unsatisfaction, advertising, price, word
of mouth, brand image and brand switching for valid and reliable test of the
entire statement.
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Table 4.1
Validity and Reliability Test Result
Statements
Corrected
Item-Total
Correlation
Conclusion
Cronbach’s
Alpha if
Item
Deleted
Conclusion
Customer Unsatisfaction (X1)
X1-1 0.861 Valid 0.923 Reliable
X1-2 0.745 Valid 0.854 Reliable
X1-3 0.755 Valid 0.885 Reliable
X1-4 0.824 Valid 0.790 Reliable
X1-5 0.801 Valid 0.954 Reliable
X1-6 0.812 Valid 0.911 Reliable
X1-7 0.752 Valid 0.845 Reliable
X1-8 0.729 Valid 0.798 Reliable
Advertising (X2)
X2-9 0.796 Valid 0.921 Reliable
X2-10 0.868 Valid 0.817 Reliable
X2-11 0.592 Valid 0.853 Reliable
X2-12 0.691 Valid 0.874 Reliable
X2-13 0.878 Valid 0.898 Reliable
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Statements
Corrected
Item-Total
Correlation
Conclusion
Cronbach’s
Alpha if
Item
Deleted
Conclusion
Price (X3)
X3-14 0.858 Valid 0.847 Reliable
X3-15 0.632 Valid 0.909 Reliable
X3-16 0.741 Valid 0.871 Reliable
X3-17 0.890 Valid 0.897 Reliable
X3-18 0.701 Valid 0.810 Reliable
Word of Mouth (X4)
X4-19 0.845 Valid 0.954 Reliable
X4-20 0.773 Valid 0.980 Reliable
X4-21 0.984 Valid 0.873 Reliable
X4-22 0.723 Valid 0.809 Reliable
X4-23 0.873 Valid 0.863 Reliable
X4-24 0.796 Valid 0.872 Reliable
X4-25 0.891 Valid 0.913 Reliable
Brand Image (X5)
X5-26 0.710 Valid 0.876 Reliable
X5-27 0.868 Valid 0.889 Reliable
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Source: Processed Data, 2015
The results showed that of the 38 items of the statement given
to 20 try out respondents have rated Corrected Item-Total Correlation
is greater than the value of 0.30, which means all items declared are
valid (DuwiPriyatno 2010: 90). Then from the tryout of the data
Statements
Corrected
Item-Total
Correlation
Conclusion
Cronbach’s
Alpha if
Item
Deleted
Conclusion
X5-28 0.845 Valid 0.895 Reliable
X5-29 0.849 Valid 0.874 Reliable
X5-30 0.794 Valid 0.911 Reliable
X5-31 0.905 Valid 0.832 Reliable
X5-32 0.864 Valid 0.913 Reliable
X5-33 0.861 Valid 0.944 Reliable
Brand Switching (Y)
Y-34 0.813 Valid 0.802 Reliable
Y-35 0.943 Valid 0.941 Reliable
Y-36 0.742 Valid 0.806 Reliable
Y-37 0.921 Valid 0.921 Reliable
Y-38 0.752 Valid 0.894 Reliable
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showed that all items Cronbach's Alpha statement if Item Deleted
values greater than 0.60, which means all items declared as reliable
(Imam Ghozali 2005: 41)
2. Descriptive Statistical Test
The research instrument can be assessed from the result of descriptive
statistical test, the result can be seen in table 4.2:
Table 4.2
Descriptive Statistical Test
N Min Max Mean/Average Std.
Deviation
CU 60 29 37 32.58 2.39
ADV 60 17 25 21.45 2.2
PRC 60 17 23 20.28 1.6
WOM 60 14 34 28.07 3.41
BI 60 28 36 32.15 2.6
BSW 60 18 25 21.62 1.44
Source: Processed Data, 2015
Table 4.2 shows the minimum value, maximum value, average value
(mean), and standard deviation value of each variable. The independent
variables are Customer Unsatisfaction (CU), Advertising (ADV), Price
(PRC), Word of Mouth (WOM), and Brand Image (BI). The dependent
variable is the Brand Switching (BSW).
The standard deviation value of all variables is less than the average
value, it means that the standard error in this instrument is low. The low
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standard error indicates that the determination of variables in this research is
good to be used and to be processed further.
3. Classical Assumption Test
a. Normality Test Result
Normality test to the data is to assess whether the data population
normally distributed. Good data and fit for use in research is one that has a
normal distribution. Normality of data can be viewed in several ways,
including by looking at the normal curve p-plot.
Figure 4.4
Normality Test Result Using P-Plot
Source: Data Processed, 2015
Figure 4.4 shows that the variable is said to be normal because the
distribution of the image data points are spread around the diagonal line, and
the spread of the data points in the direction to follow a diagonal line.
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b. Multicollinearity Test Result
Multicollinearity test aims to assess whether in the regression model is
found the existence of correlation between independent variables. A
regression model which there is no multicollinearity is when value scale
correlation between independent variable is the value of VIF (Variance
Inflation Factor) less than 10 and has tolerance value more than 0.1.
Table 4.3
Multicollinearity Test Result
Coefficientsa
Model Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig. Collinearity
Statistics
B Std.
Error
Beta Tolerance VIF
1
(Constant) 5.822 2.148 2.710 .009
CU .144 .050 .233 2.858 .006 .776 1.288
ADV -.087 .055 -.117 -1.582 .119 .945 1.058
PRC .273 .092 .279 2.971 .004 .584 1.713
WOM .068 .031 .164 2.187 .033 .915 1.093
BI .305 .058 .491 5.262 .000 .590 1.694
a. Dependent Variable: BSW
Source: Data processed, 2015
Table 4.3 shows that each variable has a tolerance score is above 0.1
and the Variance Inflation Score (VIF) score is around 1.0 until 1.7. In which
Customer Unsatisfaction (CU) has tolerance level is 0.776 and the VIF level
is 1.288. The Advertising (ADV) has tolerance level is 0.945 and the VIF
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level is 1.058. The Price (PRC) has tolerance level is 0.584 and the VIF Level
is 1.713. The Word of Mouth (WOM) has tolerance level is 0.915 and the VIF
Level is 1.093. The Brand Image (BI) has tolerance level is 0.590 and the VIF
Level is 1.694.The table indicates that the regression equation is free from
multicollinearity problems
c. Heteroscedasticity Test Result
Heterscedsticity test aims to test whether the regression model of the
residual variance inequality occur between an observation to another
observation. The detection of heteroskedasticity can be seen from the
existence of certain pattern in Scatterplot Graph.
Figure 4.5
Scatterplot Graph
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Source: Data Processed, 2015
Figure 4.5 shows that the dots are spread randomly and do not form a
certain pattern. This means that the heteroscedasticity problem does not exist,
and the regression model is feasible to be used for predicting brand switching
to the customer unsatisfaction, advertising, price, word of mouth and brand
image.
4. t Test Statistical Result
Statistical of t test aims to show how far the influence of the
explanatory variable or independent as individually in explaining the variation
in the dependent variable.
Table 4.4
The Statistical t test result
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 5.822 2.148 2.710 .009
CU .144 .050 .233 2.858 .006
ADV -.087 .055 -.117 -1.582 .119
PRC .273 .092 .279 2.971 .004
WOM .068 .031 .164 2.187 .033
BI .305 .058 .491 5.262 .000
a. Dependent Variable: BSW
Source: Data Processed, 2015
The t test result can be seen in table 4.4, the analysis of t test results are:
87
Ha1 :The Influence of Customer Unsatisfaction toward Brand
Switching.
The result of t test can be seen in table 4.4, the customer
unsatisfaction (CU) significance level is 0.006. It means Ha1 is
accepted so that the customer unsatisfaction has significantly
positive influence to the brand switching, because the significance
level is below 0,05.
The hypothesis test result is appropriate with the research
has been done by Ermayanti (2010), the results of hypothesis
testing showed that the customer unsatisfaction brand awareness
variables has significant effect on consumers in making decision to
switch the product of Sunsilk shampoo in Surabaya. While in this
hypothesis test research conclude the customer unsatisfaction
significantly positive influence to the brand switching of Specs
futsal shoes.
Ha2 :The Influence of Advertising toward Brand switching.
The result of t test can be seen in table 4.4, the advertising
(ADV) significance level is 0.119. It means Ha2 is rejected so that
the advertising does not has significantly influence the brand
switching decision, because the significance level is above 0,05.
The hypothesis test result is does not appropriate with the
Research has been done by Radamuri, et, al., (2013) the results of
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hypothesis testing showed that the variable advertising significantly
influence consumers in making brand switching of Blackberry
users. While in this hypothesis test research concludes the
advertising does not significantly influence to the brand switching
of Specs futsal shoes.
Ha3 : The Influence of Price toward Brand Switching.
The result of t test can be seen in table 4.4, the Price (PRC)
significance level is 0.004. It means Ha3 is accepted so that the
price has significantly positive influence to the brand switching,
because the significance level is below 0,05.
The hypothesis test result is does not appropriate with the
research has been done by Arianto (2013), the results of hypothesis
testing showed that the variables price does not significantly
influence brand switching of Samsung Product in Malang City.
While in this hypothesis test research concludes the price has
significant influence to the brand switching of Specs futsal shoes.
Ha4 :The Influence of Word of Mouth toward Brand Switching.
The result of t test can be seen in table 4.4, the Word of Mouth
(WOM) significance level is 0.033. It means Ha4 is accepted so that
the word of mouth has significantly influence to the brand switching
decision, because the significance level is below 0,05.
89
The hypothesis test result is appropriate with the Research has
been done by Radamuri, et, al., (2013), the results of hypothesis
testing showed that the variable word of mouth significantly influence
consumers in making brand switching of Blackberry users. While in
this hypothesis test research conclude the word of mouth significantly
positive influence to the brand switching of Specs futsal shoes.
Ha5:The Influence of Brand Image toward Brand Switching.
The result of t test can be seen in table 4.4, the Brand Image (BI)
significance level is 0.000. It means Ha5 is accepted so that the brand
image has significantly influence to the brand switching, because the
significance level is below 0,05.
The hypothesis test result is appropriate with the Research has
been done by Radamuri, et, al., (2013), the results of hypothesis testing
showed that the variable brand image significantly influence consumers
in making brand switching of Blackberry users. While in this hypothesis
test research conclude the brand image significantly positive influence to
the brand switching of Specs futsal shoes.
5. F test Statistical result
The result of F test statistical test can be seen in table 4.6, if the
probability value is less than 0,05 so H6 is accepted and H0 is
rejected, and if the probability value is more than 0,05 so H0 is
accepted and H6 is rejected.
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Table 4.5
F Test Statistical Result
Source: Data processed, 2015
Ha6:The Influence of Customer Unsatisfaction, Advertising, Price, Word
of Mouth, and Brand Image toward Brand Switching
The hypothesis 5 can be seen in table 4.5 the F value is 28,904
with the significance level 0,000. It means that Ha6 is accepted, so it
can be said that the customer unsatisfaction (CU), advertising (ADV),
price (PRC), word of mouth (WOM) and brand image (BI) have
simultaneously significant influence to the brand switching.
The hypothesis test result is appropriate with the research has
been done by Nilasari and Yoestini (2012) the results of hypothesis
testing showed that the customer unsatisfaction and price
simultaneously significant influence to brand switching of Lifebuoy
soap in Semarang city. And also the hypothesis test result is
ANOVAa
Model Sum of
Squares
Df Mean
Square
F Sig.
1
Regression 110.401 5 22.080 28.089 .000b
Residual 42.449 54 .786
Total 152.850 59
a. Dependent Variable: BS
b. Predictors: (Constant), BI, ADV, WOM, CU, PRC
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appropriate with the research has been done by Radamuri, et, al.,
(2013) the result of hypothesis testing showed that brand image, word
of mouth and advertising simultaneously significant influence to brand
switching of Blackberry users. While in this hypothesis test research
conclude that the customer unsatisfaction, advertising, price, word of
mouth and brand image have simultaneously influence to the brand
switching of Specs futsal shoes.
6. Hypothesis Test Result
Hypothesis test in this result used multiple regression analysis, such as:
1. Multiple Linear Regression test
Based on the result test on table 4.5, the regression model equation is
created as follow:
Description:
Y : Brand Switching
X1 : Customer Unsatisfaction
X2 : Advertising
X3 : Price
X4 : Word of Mouth
X5 : Brand Image
Y=5.965 + 0.144X1 - 0.087X2 + 0.273X3 + 0.068X4+ 0.305X5
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The regression equation above shows that the constant value is 5.822. This
means that the variable of Customer Unsatisfaction, Advertising, Price, Word
of Mouth, and Brand Image are said to be constant, so the Brand Switching
will be constant in the amount of 5.822.
The regression coefficient in the Customer Unsatisfaction is 0.144, it
means that if the customer unsatisfaction is added into one unit, so the brand
switching will be increased in amount of 0.144, with the assumption that the
other variables are held constant. The coefficient is positive, it means there is
a positive relationship brand awareness and the brand switching.
The regression coefficient in the advertising is -0.087, it means that if
advertising are added into one unit, so the brand switching will be increased in
amount of -0,087, with the assumption that the other variables are held
constant. The coefficient is negative, it means there is a negative relationship
between advertising and brand switching.
The regression coefficient in the price is 0.273, this things means that if
the price are added into one unit, so the brand switching will be increased in
amount of 0.273, with the assumption that the other variables are held
constant. The coefficient is positive, it means there is a positive relationship
between price and brand switching.
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The regression coefficient in the word of mouth is 0.068, this thing
means that if the word of mouth are added into one unit, so the brand
switching will be increased in amount of 0.068, with the assumption that the
other variables are held constant. The coefficient is positive, it means there is
a positive relationship between word of mouth and brand switching.
The regression coefficient in the brand image is 0.305, this things
means that if the brand image are added into one unit, so the brand switching
will be increased in amount of 0.305, with the assumption that the other
variables are held constant. The coefficient is positive, it means there is a
positive relationship between brand image and brand switching.
2. Determination Coefficient Test Result
This test aims to measure independent variable ability (Customer
Unsatisfaction, Advertising, Price, Word of Mouth, and Brand Image) in
describing dependent variable variance (Brand switching). The result of
Coefficient of Determination can be seen in adjusted R square column that
shown in the table below:
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Source: Data Processed, 2015
Based on table 4.6 Adjusted R Square generated by the independent
variables is 0,697 that means 69.7% dependent variable, the brand switching
described by the independent variables that are customer unsatisfaction,
advertising, price, word of mouth and brand image, and the rest of 30,3%
described by the other variables that is not included in the research such as the
brand awareness, brand quality, brand association and brand loyalty.
The value of correlation coefficient (R) in table 4.4 is 0,803 shows that
the relationship between independent and dependent variable is very strong,
because it has a correlation in range of 0.80 to 1.00. The standard error of the
estimate (SEE) is 0.88. The smaller the SEE value, the more accurate the
regression model in predicting the dependent variable.
Table 4.6
Coefficient of Determination Test
Model Summaryb
Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .850a .722 .697 .88661
a. Predictors: (Constant), BI, ADV, WOM, CU, PRC
b. Dependent Variable: BS
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7. Analysis
a. Customer Unsatisfaction
The hypothesis test result shows that the customer unsatisfaction is
significantly influence to the brand switching. It can be seen in the
significant value of t test as amount 0.006. This could be happen because
of consumer unsatisfaction arise when the performance of a product turns
out worse than expected performance. Consumers who are not satisfied
with a product less likely to be re-purchasing, tend to switch brands, and
appealed to manufacturers, retailers, and even tell the other customers.
Quality and customer satisfaction are closely related. Quality gives an
impulse to the customer to establish a strong bond with the company. In
the quality of the products there are eight main dimensions which are
usually used, namely: performance, feature, reliability, durability,
serviceability, conformance, aesthetics and perceived quality.
b. Advertising
The hypothesis test result shows that the advertising is does not
influence to the brand switching. It can be seen in the significant value of t
test as amount 0.119. This could be happen because the advertising is
called as a form of communication in the process of advertising there is a
flow of information that the advertising message from a source
(companies) that are presented to a news channel and there is also the
purpose of the message that the target market or audience. Meanwhile, as
96
a form of promotion, because the ads are efforts to influence the market in
order to buy the products offered by the sponsoring company. And
sometimes the massage of the product through advertising is did not
caught clear yet to the customer because the advertising have several
limitation like duration, graphic, sound, video and so on that will create
different perception of customers.
c. Price
The hypothesis test result shows that the price is significantly
influence to the brand switching. It can be seen in the significant value of t
test as amount 0.004. This could be happen because the brand association
is commonly because Price variables in the marketing mix refer to what
should be the consumer to buy a product or service which normally uses
the value of money. The price of a product is determined not only by the
cost of production but also other factors, such as competition and
consumer perception of the product. And factors affecting the price level
are: economics condition, demand and supply, company goals, legal and
ethical factors, marketing mix, cost, size of business, competition and
nature of the market.
d. Word of Mouth
The hypothesis test result shows that the Word of Mouth is
significantly influence to the brand switching. It can be seen in the
significant value of t test as amount 0.033. This could be happen because
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Word of Mouth communication that is done through word of mouth
conversation by telling experience or excellence of a product. Initially this
term specifically referred to the oral communications but now includes all
types of human communication, such as face-to-face, telephone, e-mail
and text messages. Word of mouth is considered to be the most powerful
force in the market. In the fact, consumer choice is usually influenced by
word of mouth.
e. Brand Image
The hypothesis test result shows that the brand image is
significantly influence to the brand switching. It can be seen in the
significant value of t test as amount 0.000. This could be happen
because positive image consumer to a brand more allows consumers to
make purchases. Good brand also became the basis for building a
positive corporate image. The benefits of a positive brand image, the
company bias expand product lines by utilizing the positive image
which has been formed to brand old products. The thing to note is how
to maintain and improve the already positive brand image. Several
consequences of brand image including: Improving the understanding
of knowledge on aspects consumer behavior in making decisions,
enhancing consumer orientation toward things that are symbolic over
the functions of the product.
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CHAPTER V
CONCLUSION AND IMPLICATION
A. Conclusion
This research aims to show the influence of Customer Unsatisfaction,
Advertising, Price, Word of Mouth and Brand Image toward Brand Switching.
This research comprises the completed questionnaires of 60 respondents that are
customer of SPECS Shoes. The research method used is the multiple regression
analysis model that produced the conclusion such as:
1. Based on the result of this research, the customer unsatisfaction has
significant influence the brand switching other futsal shoes to brands
SPECS.
2. Based on the result of this research, the advertising doesn’t influence to
the brand switching other futsal shoes to brands SPECS.
3. Based on the result of this research, the brand association has significant
influence the brand switching other futsal shoes to brands SPECS.
4. Based on the result of this research, the word of mouth has significant
influence the brand switching other futsal shoes to brands SPECS.
5. Based on the result of this research, the brand image has significant
influence the brand switching other futsal shoes to brands SPECS.
6. Based on the result of this research, the Customer Unsatisfaction,
Advertising, Price, Word of Mouth and Brand Image has significantly and
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simultaneously influencing the brand switching other futsal shoes to
brands SPECS.
B. Implication
Based on the research has been done can be seen that the Customer
Unsatisfaction, Advertising, Price, Word of Mouth and Brand Image toward
Brand Switching. Thereby increasing Customer Unsatisfaction, Advertising,
Price, Word of Mouth and Brand Image toward Brand Switching, it will
encourage customers in switching brand other shoes to SPECS Shoes. This
can be achieved through:
1. Improve the customer unsatisfaction of its in a ways; Quality gives an
impulse to the customer to establish a strong bond with the company. In
the quality of the products there are eight main dimensions which are
usually used, namely: performance, feature, reliability, durability,
serviceability, conformance, aesthetics and perceived quality.
2. Improve the advertising of its in a way; the massage of the product
through advertising should be caught clear to the customer because the
advertising have several limitation like duration, graphic, sound, video and
so on that will create different perception of customers.
3. Improve the price of its in a way; improve price product competition and
consumer perception of the product. And factors affecting the price level
are: economics condition, demand and supply, company goals, legal and
100
ethical factors, marketing mix, cost, size of business, competition and
nature of the market.
4. Improve the word of mouth of its in a way; Word of Mouth
communication that is done through word of mouth conversation by
telling experience or excellence of a product. Such as face-to-face,
telephone, e-mail and text messages. Word of mouth is considered to be
the most powerful force in the market. Improve the electronic word of
mouth or E-WOM that is done through interpersonal communication with
evolution from cyberspace. And with modern technology such as laptop,
gadget, device, Smartphone, tablet and so on by accessing social media,
online shop, and others internet application that easy to use from
everywhere and anywhere, because many consumers can searching
information needed from internet, such as toko bagus or kaskus, from this
way consumer know about information related to the product either
positive or negative things.
5. Improve the brand image of its in a way; Improving the understanding of
knowledge on aspects consumer behavior in making decisions, enhancing
consumer orientation toward things that are symbolic over the functions of
the product, improving consumer confidence in the product, increase
sustainable competitive advantage in view of technological innovation is
very easy to be imitated by competitors.
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During this study, researchers get some limitations of the study include:
first; data collection method in this study using a questionnaire, in which the
distribution of the questionnaire is the possibility that the respondent is not
serious in providing answers, therefore there searchers suggest the next
researcher to conduct interviews to the respondent, second: to determine the
brand switching this study uses only five variables, while in theory and
previous studies there are many variables known to influence the brand
switching, therefore , the researchers suggest the next researcher to add or
replace some of the independent variables that influence brand switching
among other celebrity endorser, services, places, and others. As well as
researchers suggest the next researcher to compare among type of futsal shoes
in order to obtain more extensive information and fundamentally about the
brand switching.
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105
APPENDIX
The Research Questionnaires
QUESTIONNAIRES
106
THE RESEARCH QUESTIONNAIRES
THE ANALYSIS OF INFLUENCE CUSTOMER UNSATISFACTION,
ADVERTISING, PRICE, WORD OF MOUTH AND BRAND IMAGE TO
BRAND SWITCHING
(Case study on user of Specs futsal shoes lived at the east ciputat)
Assalamualaikum Wr. Wb.
Dear Respondents,
Relative with the research for my thesis, it is hereby:
Name: Surya Dinata
NIM : 109081100022
Status: Student of marketing management Syarif Hidayatullah State
Islamic University Jakarta
Address: Ir. H. Juanda No.95 Ciputat, Tangerang Selatan
Phone Number: 081287128768
I need the participation of Mr and Mrs to give information through this questionnaire.
All the information obtained from this questionnaire only will be used for the
purposes of this study. Participation brothers and sisters or father and mother is the
key to the success of this scientific research. The attention and willingness to do
filling this questionnaire, thank you.
Best regards,
Surya Dinata
107
SCRENING QUESTION
For the purposes of the validity of the research data, Researcher expect Mr
or Mrs for ticking (√) the following statement:
1. Do you previously used the another brand futsal shoes then you move to
brand Specs?
( ) Yes ( ) No
A. Respondents Identity
For the purposes of the validity of the research data, Researcher expect
Mr or Mrs to fill with writing and ticking (√) the following data :
Name : ...............................................
Phone Number : ……………………………...
Gender : ( ) Male ( ) Female
Age : ( ) 17 – 23 thn ( ) 31 – 40thn
( ) 24 – 30thn ( ) > 40 thn
occupation : ( ) Student/Colleger ( ) PNS
( ) Employee ( ) Entrepreneur
( ) Others
Expenditure : ( ) <Rp. 500.000
( ) Rp. 500.001 s/d Rp. 1.000.000
( ) Rp. 1.000.001 s/d Rp. 2.000.000
( ) >Rp. 2.000.000
108
B. How to fill questionnaires
The statements below are aimed to know your opinion what factors are
affecting the Brand Switching of other brand futsal shoes to brand Specs. Each
question has been provided part of a five-point scale beside the caption as
follows:
1. Strongly Disagree (SD)
2. Disagree (D)
3. Neutral (N)
4. Agree (A)
5. Strongly Agree (SA)
Customer Unsatisfaction(X1)
NO QUESTION SD D N A SA
1. Specs futsal shoes design accordance with my
tastes.
2. Specs futsal shoes has a motive or a style that I
like.
3. Specs futsal shoes are not easily damaged.
4. Specs futsal shoes in accordance with
international standards.
5. Specs futsal shoes durable and lasting in use.
6. Services at the outlet Specs satisfactory.
7. Specs futsal shoe design look modern.
8. Specs futsal shoes is a famous local brand with
good quality.
109
Advertising (X2)
NO QUESTION SD D N A SA
1. Futsal shoes Specs advertisement in Tv and
various Another media attract your attention.
2. Futsal shoes Specs advertisement in Tv and
various Another interesting media, makes you
want look back at these ads.
3. Futsal shoes Specs advertisement in Tv and
various Another interesting media, move your
desire to have the thatshoes.
4. Futsal shoes Specs advertisement in Tv and
various Another interesting media, make you
believe in the quality.
5. Futsal shoes Specs ads in Tv and various
Another interesting media, makes you want
buy it.
Price (X3)
NO QUESTION SD D N A SA
1. Product price Specs futsal shoes are offered in
accordance with the benefits.
2. Product price Specs futsal shoes that you use
today is relatively reasonably priced.
3. A Price Specs futsal shoe that you use today is
more stable than other brands.
4. Discounts are offered sellers make futsal shoes
Specs price according to the quality offered.
5. Bonuses are awarded Specs SPECS make
futsal shoes price as offered.
110
Word of Mouth (X4)
NO QUESTION SD D N A SA
1. I know financial risk that I spend equal with
the Specs quality.
2. I know that by buying Specs futsal shoes
directly in the outlet will get discounts and
bonus merchandise.
3. I know exactly what Specs offering about the
product.
4. I get experience about Specs after use in the
outlet.
5. I get the information about Specs from other
sources like friends, advertising, etc.
6. I know full featured owned futsal shoes Specs.
7. I know that quality of futsal shoes Specs.
Brand Image (X5)
NO QUESTION SD D N A SA
1. Specs futsal shoes have attractive physical
appearance.
2. Futsal shoes reasonably priced price Specs.
3. Specs futsal shoes have good quality materials.
4. Specs have a diverse product.
5. Specs have a variety of customized designs a
kind of sport (outdoor and indoor).
111
6. Specs brand name is easy to say.
7. Specs brand name is easy to remember.
8. Specs easily recognized brand name.
Brand Switching (Y)
NO QUESTION SD D N A SA
1. I switch from others product to Specs because
I know from advertisement and media.
2. I switch to Specs because the price of Specs
cheaper than others.
3. I switch to Specs because the quality better
than others.
4. I will not buy others product except Specs.
5. I switch from other product to Specs not under
compulsion, because I want the better product.
112
Tabulation of Costumer unsatisfaction
NO CU1 CU2 CU3 CU4 CU5 CU6 CU7 CU8 TOTAL
1 5 5 5 4 4 5 4 4 36
2 4 4 4 3 4 3 4 4 30
3 4 4 5 4 4 4 4 4 33
4 5 4 5 5 5 5 4 4 37
5 4 4 5 3 4 3 4 3 30
6 4 4 4 3 4 5 4 3 31
7 4 4 4 4 4 4 4 4 32
8 3 4 4 3 4 4 4 3 29
9 4 5 5 4 5 4 4 4 35
10 4 4 4 4 4 4 4 4 32
11 4 4 4 4 5 4 4 4 33
12 4 4 5 4 4 4 4 5 34
13 4 4 4 4 4 5 4 5 34
14 5 4 5 4 5 5 4 5 37
15 4 4 5 5 4 5 4 5 36
16 4 4 4 3 4 3 4 4 30
17 4 4 4 4 4 4 5 4 33
18 4 5 5 5 5 4 5 4 37
19 3 4 4 4 4 3 4 4 30
20 4 4 4 4 3 4 4 4 31
21 4 4 4 4 4 4 4 4 32
22 3 4 4 4 4 4 3 3 29
23 5 4 4 4 4 5 4 4 34
24 4 4 5 4 4 4 4 5 34
25 4 4 3 4 3 4 4 4 30
26 5 5 5 4 5 4 5 4 37
27 4 4 4 4 4 4 3 4 31
28 4 4 4 4 4 4 4 4 32
29 4 4 4 4 4 4 4 4 32
30 4 4 4 4 4 4 5 4 33
31 4 4 4 4 4 4 4 4 32
32 5 4 3 4 4 4 4 4 32
113
33 4 4 5 4 4 5 4 4 34
34 4 3 4 3 4 4 4 4 30
35 3 4 4 4 3 4 3 4 29
36 4 4 4 4 4 4 4 4 32
37 5 5 4 4 4 4 4 4 34
38 5 4 5 4 4 4 4 4 34
39 4 4 4 3 4 4 4 4 31
40 4 3 4 4 4 3 3 4 29
41 4 4 5 5 4 5 4 5 36
42 5 5 5 4 5 4 5 4 37
43 4 4 4 4 4 4 3 4 31
44 4 4 4 4 4 4 4 4 32
45 4 4 4 4 4 4 4 4 32
46 4 4 4 4 4 3 4 4 31
47 4 4 4 5 4 5 4 4 34
48 4 4 4 4 4 4 4 4 32
49 4 4 4 4 4 5 4 4 33
50 4 4 5 5 4 5 4 5 36
51 4 4 4 3 4 3 4 4 30
52 4 4 4 4 4 4 5 4 33
53 4 5 5 5 5 4 5 4 37
54 3 4 4 4 4 3 4 4 30
55 4 4 4 4 3 4 4 4 31
56 4 4 4 4 4 4 4 4 32
57 3 4 4 4 4 4 3 3 29
58 5 4 4 4 4 5 4 4 34
59 4 4 5 4 4 4 4 5 34
60 4 4 3 4 3 4 4 4 30
114
Tabulation of Advertising
NO ADV1 ADV2 ADV3 ADV4 ADV5 TOTAL
1 3 3 4 4 4 21
2 4 3 4 3 4 21
3 3 4 3 4 3 20
4 5 5 4 5 4 23
5 3 3 3 4 3 18
6 4 4 5 4 4 23
7 4 4 4 4 4 20
8 4 4 4 3 4 19
9 4 4 4 3 4 18
10 3 4 3 4 4 19
11 4 4 4 4 3 19
12 4 5 4 5 4 22
13 4 4 4 3 4 19
14 4 3 4 5 4 22
15 4 4 4 4 4 20
16 5 5 4 4 5 22
17 4 5 4 4 4 21
18 4 4 4 4 4 20
19 4 4 4 4 4 20
20 4 4 4 4 4 20
21 4 4 4 3 3 18
22 4 4 5 5 4 22
23 4 5 4 4 5 22
24 4 5 4 4 5 22
25 3 3 4 3 4 17
26 3 4 4 3 4 18
27 4 5 5 5 4 23
28 5 4 5 4 4 22
29 4 4 4 4 4 20
30 5 4 5 4 5 23
31 4 4 4 4 5 21
32 4 4 4 5 4 21
115
33 4 4 4 4 4 20
34 5 5 4 5 4 23
35 3 4 4 4 3 18
36 4 5 5 5 4 23
37 4 4 4 4 4 20
38 4 4 4 3 4 19
39 4 3 4 3 4 18
40 3 4 4 4 4 19
41 5 5 5 5 5 25
42 4 5 5 5 4 23
43 5 5 4 5 5 24
44 4 4 5 5 5 23
45 5 5 5 5 5 25
46 5 5 5 4 5 24
47 4 4 5 5 4 22
48 5 5 5 4 5 24
49 4 5 4 4 3 20
50 5 5 5 5 5 25
51 4 5 5 5 5 24
52 5 4 4 5 4 22
53 5 5 5 5 5 25
54 4 4 5 4 5 22
55 4 5 5 5 5 24
56 5 5 5 5 4 24
57 4 4 5 5 4 22
58 5 5 5 4 5 24
59 5 4 5 5 5 24
60 5 5 5 5 5 25
116
Tabulation of Price
NO PRC1 PRC2 PRC3 PRC4 PRC5 TOTAL
1 4 4 4 4 5 21
2 4 4 4 5 4 21
3 4 4 4 4 4 20
4 5 5 4 5 4 23
5 3 4 4 3 4 18
6 4 4 4 4 4 20
7 4 4 4 4 4 20
8 4 4 4 3 4 19
9 4 4 3 4 3 18
10 4 4 4 4 3 19
11 4 4 4 5 4 21
12 4 4 4 4 4 20
13 4 4 4 4 4 20
14 5 4 4 4 5 22
15 4 5 4 4 4 21
16 4 4 4 4 4 20
17 4 4 4 4 4 20
18 4 5 5 5 4 23
19 3 4 4 4 3 18
20 4 5 5 5 4 23
21 4 4 4 4 4 20
22 4 4 4 3 4 19
23 4 3 4 3 4 18
24 3 4 4 4 4 19
25 4 4 4 4 3 19
26 4 5 4 5 4 22
27 4 4 4 3 4 19
28 4 5 4 5 4 22
29 4 4 4 4 4 20
30 4 4 3 4 4 19
31 4 5 4 4 4 21
32 4 4 5 4 5 22
117
33 4 4 4 3 4 19
34 4 5 4 4 5 22
35 3 3 4 3 4 17
36 5 4 4 4 5 22
37 4 5 4 4 4 21
38 4 4 4 4 4 20
39 4 4 4 4 4 20
40 4 4 4 4 4 20
41 5 5 4 4 4 22
42 4 4 4 3 4 19
43 4 5 4 4 5 22
44 5 5 4 5 4 23
45 3 4 4 4 3 18
46 4 5 5 5 4 23
47 4 4 4 4 4 20
48 4 4 4 3 4 19
49 4 3 4 3 4 18
50 3 4 4 4 4 19
51 4 4 4 4 3 19
52 4 5 4 5 4 22
53 4 4 4 3 4 19
54 4 5 4 5 4 22
55 4 5 5 4 5 23
56 4 4 4 4 4 20
57 4 4 4 3 3 18
58 4 4 5 5 4 22
59 4 4 5 4 4 21
60 4 4 4 4 4 20
118
Tabulation of Word of Mouth
NO WOM1 WOM2 WOM3 WOM4 WOM5 WOM6 WOM7 TOTAL
1 2 3 3 2 3 3 2 18
2 2 3 3 3 3 2 3 19
3 4 4 5 5 4 5 4 31
4 4 4 4 4 4 4 4 28
5 4 5 5 5 5 5 5 34
6 2 2 3 2 2 1 2 14
7 4 4 5 4 4 4 4 29
8 3 4 3 4 4 4 4 26
9 3 3 4 4 3 3 4 24
10 4 4 4 3 3 4 4 26
11 5 5 4 4 4 4 5 31
12 4 5 5 4 5 4 4 31
13 4 4 4 4 4 5 4 29
14 4 4 5 5 4 5 4 31
15 3 4 3 3 4 4 4 25
16 4 4 4 4 5 5 4 30
17 4 4 3 4 4 3 3 25
18 4 5 5 4 4 4 4 30
19 4 4 4 5 4 4 4 29
20 4 4 4 5 4 5 4 30
21 5 4 5 4 4 5 4 31
22 4 4 4 4 4 4 4 28
23 4 4 4 4 4 4 4 28
24 5 4 4 4 4 4 5 30
25 3 3 4 4 4 4 3 25
26 4 4 4 5 4 4 4 29
27 4 4 4 5 5 4 4 30
28 5 4 4 4 4 4 5 30
29 4 4 4 4 5 4 4 29
30 4 4 5 5 4 5 4 31
31 3 4 3 3 4 4 4 25
32 4 4 4 4 5 5 4 30
119
33 4 4 3 4 4 3 3 25
34 4 4 4 4 4 4 5 29
35 4 4 4 4 4 4 4 28
36 4 4 4 3 3 4 4 26
37 4 4 4 4 4 4 5 29
38 4 5 4 4 5 4 5 31
39 4 4 4 3 3 3 3 24
40 4 4 4 4 4 4 5 29
41 4 5 5 4 4 5 4 31
42 4 4 4 4 4 5 5 30
43 4 5 5 4 4 4 5 31
44 4 4 4 4 4 4 4 28
45 4 4 4 4 4 5 4 29
46 4 4 4 4 5 5 4 30
47 4 4 4 4 5 5 4 30
48 4 4 5 5 4 5 4 31
49 3 4 3 3 4 4 4 25
50 4 4 4 4 5 5 4 30
51 4 4 3 4 4 3 3 25
52 4 5 5 4 4 4 4 30
53 3 4 4 4 4 4 3 26
54 4 4 5 4 5 4 4 30
55 4 4 4 5 4 4 4 29
56 3 4 3 4 4 4 4 26
57 4 4 4 4 4 4 4 28
58 4 4 4 4 4 4 4 28
59 4 5 5 4 4 4 4 30
60 4 4 4 5 4 5 4 30
120
Tabulation of Brand Image
NO BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 TOTAL
1 4 4 5 4 4 4 4 5 34
2 3 4 4 4 4 3 4 4 30
3 5 4 4 4 4 5 4 4 34
4 4 5 5 4 5 5 4 4 36
5 4 4 4 4 4 4 4 4 32
6 5 4 4 4 4 4 5 4 34
7 3 4 3 3 4 4 3 4 28
8 3 4 4 4 4 3 3 3 28
9 4 3 3 4 4 4 4 4 30
10 3 4 3 3 4 4 3 4 28
11 4 4 4 4 4 4 4 4 32
12 4 5 4 4 4 4 4 4 33
13 4 4 4 3 3 3 4 3 28
14 4 4 5 4 5 5 4 4 35
15 4 4 4 4 4 5 4 5 34
16 4 4 4 4 4 3 4 3 30
17 4 4 4 4 4 4 4 5 33
18 3 3 4 4 3 3 4 4 28
19 4 4 3 4 4 4 3 4 30
20 5 4 4 4 4 5 4 4 34
21 4 4 5 5 4 4 5 4 35
22 4 4 4 4 3 3 4 3 29
23 4 4 4 4 4 5 4 4 33
24 4 4 4 5 4 5 5 4 35
25 4 4 4 4 3 4 4 4 31
26 4 5 5 5 4 5 4 4 36
27 4 5 4 4 4 4 4 4 33
28 4 4 4 4 4 4 4 4 32
29 4 5 5 5 4 4 5 4 36
30 4 3 4 4 4 4 4 4 31
31 4 4 4 4 4 3 4 4 31
32 4 4 4 5 4 5 4 4 34
121
33 4 5 4 5 4 5 5 4 36
34 4 4 4 5 4 4 4 4 33
35 4 4 4 4 4 4 4 4 32
36 4 4 4 5 4 5 4 4 34
37 5 5 5 4 5 4 4 4 36
38 4 5 4 4 5 4 4 4 34
39 4 4 4 4 4 4 4 4 32
40 4 4 4 5 4 4 5 4 34
41 5 4 4 4 4 5 4 4 34
42 4 4 4 3 4 4 4 3 30
43 5 5 4 4 4 4 4 4 34
44 4 4 5 5 5 4 5 4 36
45 4 4 4 4 4 4 4 4 32
46 4 4 4 4 4 5 5 4 34
47 4 4 3 3 4 3 3 4 28
48 3 4 3 4 4 4 3 3 28
49 4 3 4 4 3 4 4 4 30
50 3 4 3 3 4 4 4 3 28
51 4 4 4 4 4 4 4 4 32
52 4 4 4 5 4 4 4 4 33
53 4 4 4 3 3 3 4 3 28
54 4 4 5 4 5 5 4 4 35
55 4 4 4 4 4 5 4 5 34
56 4 4 4 4 4 3 4 3 30
57 4 4 4 4 4 4 4 5 33
58 3 3 4 4 3 3 4 4 28
59 4 4 3 4 4 4 3 4 30
60 5 4 4 4 4 5 4 4 34
122
Tabulation of Brand Switching
NO BS1 BS2 BS3 BS4 BS5 TOTAL
1 4 4 5 5 4 22
2 4 4 4 5 4 21
3 4 4 4 4 5 21
4 5 5 4 4 4 22
5 5 5 4 4 4 22
6 4 5 5 5 4 23
7 4 4 4 4 4 20
8 3 4 4 4 3 18
9 4 5 4 4 5 22
10 4 4 4 5 4 21
11 4 4 4 4 4 20
12 4 5 4 5 5 23
13 4 4 4 4 4 20
14 5 4 4 5 5 23
15 4 4 4 4 5 21
16 4 4 5 4 4 21
17 4 5 4 5 4 22
18 4 4 4 4 4 20
19 5 4 4 5 4 22
20 4 5 4 5 5 23
21 4 4 5 5 4 22
22 4 4 4 4 4 20
23 5 4 4 5 5 23
24 5 4 4 5 5 23
25 4 4 4 4 4 20
26 5 5 5 5 5 25
27 4 4 5 5 5 23
28 5 4 4 5 4 22
29 5 5 5 4 5 24
30 4 5 4 5 4 22
31 4 4 4 4 4 20
32 5 4 5 4 4 22
123
33 5 5 4 5 5 24
34 4 5 4 4 5 22
35 4 4 4 4 4 20
36 4 4 4 4 4 20
37 5 5 5 4 5 24
38 5 5 5 5 4 24
39 5 4 4 5 4 22
40 5 4 4 4 4 21
41 5 4 4 5 4 22
42 4 4 4 4 5 21
43 4 4 4 4 5 21
44 4 5 5 4 4 22
45 5 4 5 4 4 22
46 4 5 4 5 5 23
47 4 4 4 4 4 20
48 3 3 4 4 4 18
49 4 5 4 4 5 22
50 4 4 4 5 4 21
51 4 4 4 4 4 20
52 4 5 4 5 5 23
53 4 4 4 4 4 20
54 5 4 4 5 5 23
55 4 4 4 4 5 21
56 4 4 5 4 4 21
57 4 5 4 5 4 22
58 4 4 4 4 4 20
59 5 4 4 5 4 22
60 4 5 4 5 5 23
124
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .850a .722 .697 .88661
a. Predictors: (Constant), BI, ADV, WOM, CU, PRC
b. Dependent Variable: BS
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 110.401 5 22.080 28.089 .000b
Residual 42.449 54 .786
Total 152.850 59
a. Dependent Variable: BS
b. Predictors: (Constant), BI, ADV, WOM, CU, PRC
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) 5.822 2.148 2.710 .009
CU .144 .050 .233 2.858 .006 .776 1.288
ADV -.087 .055 -.117 -1.582 .119 .945 1.058
PRC .273 .092 .279 2.971 .004 .584 1.713
WOM .068 .031 .164 2.187 .033 .915 1.093
BI .305 .058 .491 5.262 .000 .590 1.694
a. Dependent Variable: BS
125
Collinearity Diagnosticsa
Model Dime
nsion
Eigenvalue Condition
Index
Variance Proportions
(Constant) CU ADV PRC WOM BI
1
1 5.965 1.000 .00 .00 .00 .00 .00 .00
2 .017 18.701 .00 .00 .04 .02 .81 .00
3 .010 25.032 .00 .01 .67 .04 .01 .08
4 .004 38.590 .00 .92 .04 .09 .03 .11
5 .002 50.260 .12 .01 .13 .54 .03 .81
6 .002 50.436 .87 .06 .11 .31 .13 .01
a. Dependent Variable: BS
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 23.3887 28.6190 25.9500 1.36792 60
Std. Predicted Value -1.872 1.951 .000 1.000 60
Standard Error of Predicted
Value .140 .476 .274 .061 60
Adjusted Predicted Value 23.5388 28.5774 25.9448 1.37888 60
Residual -1.82276 1.80156 .00000 .84821 60
Std. Residual -2.056 2.032 .000 .957 60
Stud. Residual -2.158 2.110 .003 1.010 60
Deleted Residual -2.00829 1.98452 .00524 .94691 60
Stud. Deleted Residual -2.236 2.182 .003 1.024 60
Mahal. Distance .479 15.997 4.917 2.803 60
Cook's Distance .000 .153 .020 .030 60
Centered Leverage Value .008 .271 .083 .048 60
a. Dependent Variable: BS
126
127
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 60
Normal Parametersa,b Mean 0E-7
Std. Deviation .84821498
Most Extreme Differences
Absolute .056
Positive .056
Negative -.048
Kolmogorov-Smirnov Z .434
Asymp. Sig. (2-tailed) .992
a. Test distribution is Normal.
b. Calculated from data.
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