i THE ANALYSIS OF INFLUENCE CUSTOMER VALUE, CUSTOMER SATISFACTION AND TRUST IN BRAND TOWARD CUSTOMER LOYALTY (Case Study of Consumer Coca-Cola in North Jakarta) Submitted by: Hilmiyah Amaliyati 108081100009 DEPARTMENT OF MANAGEMENT INTERNATIONAL CLASS PROGRAM FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1434 H / 2013 M
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
i
THE ANALYSIS OF INFLUENCE CUSTOMER VALUE, CUSTOMER
SATISFACTION AND TRUST IN BRAND TOWARD CUSTOMER
LOYALTY
(Case Study of Consumer Coca-Cola in North Jakarta)
Submitted by:
Hilmiyah Amaliyati
108081100009
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1434 H / 2013 M
i
THE ANALYSIS OF INFLUENCE CUSTOMER VALUE, CUSTOMER
SATISFACTION AND TRUST IN BRAND TOWARD CUSTOMER
LOYALTY
(Case Study of Consumer Coca-Cola in North Jakarta)
THESIS
Submitted to Faculty of Economics and Business in Partial Requirements for
Acquiring the Bachelor Degree of Economics
Submitted by:
Hilmiyah Amaliyati
108081100009
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1434 H / 2013 M
ii
iii
iv
ii
SHEET STATEMENT
AUTHENTICITY SCIENTIFIC WORKS
Signatures below:
Name : Hilmiyah Amaliyati
Student’s number : 108081100009
Faculty : Economics and Business
Department : Management (International Program)
Hereby declare that in the writing of this thesis, I;
1. Not use other people’s ideas without being able to develop and
accountable
2. Do not do plagiarism of other people’s work manuscript
3. Do not use other people’s work without mentioning the original source or
without the owner’s permission
4. Own work and able to work responsible for this work
If in the future there is a demand from the other side of my work, and have been
accountably proved, was indeed found evidence that I have violated the above
statement, then I am ready to be sanctioned according to rules applicable in the
Faculty of Economics and Business Syarif Hidayatullah State Islamic University
Jakarta.
Thus statement truly made with sincerely.
Ciputat,………………
(Hilmiyah Amaliyati)
iii
CURRICULUM VITAE
I. Personal Identity
1. Name : Hilmiyah Amaliyati
2. Place/Date of Birth : Jakarta, February 19 1991
3. Address : Jl. Tipar Cakung Rt 004/04 No: 450
kel. Sukapura kec. Cilincing Jakarta
Utara
4. Phone : 087888017005
5. Email : [email protected]
II. Formal Education
1. 1994-1996 : Tk Mamba’ulHikmah
2. 1996-2002 : Madrasah Ibtidaiyah Jakarta
3. 2002-2005 : Madrasah Tsanawiyah Jakarta
4. 2005-2008 : SMA N 83 Jakarta
5. 2008-2011 : FEB UIN Syarif Hidayatullah
Jakarta
III. Non Formal Education
1. SAEC : Saint Anna Education Program
iv
IV. Conference Participation
1. Multiculturalism in Religion, Democracy and Modernization
held by UIN-McGill Canadian Resource Center (December 4,
2008)
2. Insurance Goes to Campus: “Peran Asuransi Dalam Era
Globalisasi” (2010)
3. Peace and Democracy: Make Your Voice Hard (2011)
4. Climate Change Economy (February 14, 2012)
V. Co-curricular Activities
1. Company visit to P.T. Sucofindo Jakarta Selatan (2008)
2. Study visit to Islamic Entrepreneur (2009)
3. Participant on GRLI competiton (2010)
4. Study visit to Sincronize (2011)
5. Study visit to Markplus (2011)
v
ABSTRACT
The aim of this research is to analyze the influence of customer value, customer
satisfaction and trust in brand toward customer loyalty. The method of
determining the sample used is the convenience sampling methods. The sample is
taken from customers who have ever consumed Coca-Cola especially in North
Jakarta. In collecting data, the research applies questionnaire technique which
consists of 39 statements which are distributed to 60 respondents. The
methodology applied in this elaboration is the multiple linear regression method.
The results of this research show that there is simultaneously significant influence
among customer value, customer satisfaction, trust in brand toward customer
loyalty.
Keywords: customer value, customer satisfaction, trust in brand, customer
loyalty
vi
ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisa pengaruh nilai pelanggan,
kepuasan pelanggan dan kepercayaan merek terhadap kesetiaan pelanggan.
Metode yang digunakan untuk pengambilan sampel adalah non probability
sampling dengan pendekatan convenience sampling. Sampel diambil dari
konsumen yang pernah mengkonsumsi Coca-Cola khususnya di Jakarta Utara.
Pengumpulan data dalam penelitian menggunakan kuesioner yang berisi 39
pernyataan yang disebarkan kepada 60 responden. Metode analisis yang
digunakan dalam penelitian ini adalah analisis regresi linear berganda. Hasil
dari penelitian ini menunjukkan bahwa ada pengaruh yang signifikan secara
serentak antara variabel nilai pelanggan, kepuasan pelanggan dan kepercayaan
merek terhadap kesetiaan pelanggan.
Kata kunci: nilai pelanggan, kepuasan pelanggan, kepercayaan merek,
kesetiaan pelanggan
vii
PREFACE
Praise and gratitude Author prayed to God Almighty, because only by His mercy
and grace I can finish researching and writing a thesis entitled" "The Analysis of
influence Customer Value, Customer Satisfaction and Brand Equity toward
Customer Loyalty” (Case Study on consumer Coca-Cola in North Jakarta)." This
thesis is one of the requirements to obtain a passing grade in the faculty of
economy and business.
In completing this thesis Author has received much assistance and guidance from
various parties. Therefore, with all sincerity and humility Authors would like to
thank:
1. Thanks to my beloved parents (H. Subur and Hj. Cholilah) always
supporting me and be my best lecturer in my life, for my beloved sisters
(itqoh and chacha), nieces and large family for prayer, encouragement and
enthusiasm given to the author for taking courses and completing the
study.
2. Dr. Yahya Hamja, MM as the primary supervising writer who patiently
provided guidance to the author in preparing the proposal.
3. Leis Suzanawaty, SE, M. Si as a second supervisor who provides
extraordinary appreciation.
4. Prof Dr Abdul Hamid, MM as Dean FEB UIN Syarif Hidayatullah Jakarta,
thank you for the sacrifice of time and knowledge that has been given.
5. Lecturers UIN Syarif Hidayatullah Jakarta, which has contributed his
knowledge to the author and his colleagues for this author. Thank you for
the sacrifice of time and knowledge that has been given to the author and
his friends other students.
6. All academic staff FEB UIN Syarif Hidayatullah Jakarta, which has
worked well to serve students.
viii
7. All students of Management and Accounting international programs and
all those who have provided assistance, support and encouragement during
the author to finish college and writing a thesis that can not be mentioned
one by one.
May Allah SWT reward for all the help and encouragement that has being even.
The author is very aware that this writing is still far from perfect that the author is
very open to suggestions and constructive criticism. Hopefully this research can
be useful for the development of science.
Ciputat, September 2013
Hilmiyah Amaliyati
ix
LIST OF CONTENT
Page
COVER PAGE IN...................................................................................................i
SHEET STATEMENT AUTHENTICITY SCIENTIFIC WORKS.................ii
CURRICULUM VITAE......................................................................................iii
ABSTRACT............................................................................................................v
ABSTRAK.............................................................................................................vi
PREFACE.............................................................................................................vii
LIST OF CONTENT.........................................................................................ix
LIST OF TABLE................................................................................................xiv
LIST OF PICTURE.......................................................................................... xvii
APPENDIX LIST..............................................................................................xviii
I. INTRODUCTION Page
A. Research Background………………………….......…………………….…1
B. Problem Formulation…………………………...........……………………..8
C. Purpose and Benefit of Research……………………...……………………9
1. Purpose of Research………………………………...…………………9
2. Benefit of Research…………………………………..………..………9
II. LITERATURE REVIEW Page
A. Customer Value………………………………………….......…………...10
1. Definition of Customer Value……………………………...………...10
2. Customer Value Measurement………………………..……….......…13
x
3. Factors that Formed Customer Value…………………………..……15
B. Customer Satisfaction…………………………………………………......18
1. Definition of Customer Satisfaction……………….……………........18
2. Factor that Formed Customer Satisfaction………….…………..........23
3. Customer Satisfaction Measurement……………….…………….......26
C. Trust in Brand……………………………………………………..............28
1. Trust……………………………………………...……………..........28
2. Brand……………………………………………..……………..........30
3. The Benefit of Brand…………………………….……………...........33
4. Trust in Brand……………………………………………………......34
D. Customer Loyalty……………………………………………………........39
1. Customer Loyalty…………………………………..…………….......39
2. Method of Customer Loyalty Measurement……………………........41
E. The Previous Research……………………………………………............44
F. Conceptual Framework……………………………….……………...........47
G. Hypotheses……………………………………………………………......50
III. RESEARCH METHODOLOGY Page
A. The Research Scope………………………….........…………….……….54
B. Sampling Method…………………….…………......……………………54
C. Data Collection Method………………….………….………........……...56
1. Primary Data………………………………….………….....……56
2. Secondary Data……………………………….…………….……57
D. Analysis Data Method………………………….…………………...........57
xi
1. First Analysis……………………………..…..…………….........57
2. Reliability and Validity Test………………..………………........58
a. Reliability test…………………………….…………….........58
b. Validity test……………………………..………………....…59
3. Classic Assuming Test……………………….…………………..60
a. Normality Test…………………………………………….....60
b. Multicolinearity Test………………………………………....61
c. Heteroskesdastisity Test……………………………………...62
4. Regression Analysis……………………………………………...62
a. Coefficient Correlation…………….…………………………64
b. Coefficient Determination (R²)……………………………....64
5. Theoretical Hypotheses………………………………………......65
a. t-test (Partial)………………………………… ………….......65
b. F test (Simultaneously)……………………… ……………...66
E. Research Operational Variable…………………………………………..68
1. Independent Variable………………………………………………...68
2. Dependent Variable………………………………………………......68
IV. ANALYSIS Page
A. General Description of Research Object………………………………....73
1. History of Coca-Cola……………………..………………………....73
2. History of Coca-Cola Amatil Indonesia (CCAI)……………………73
3. General Description of Coca-Cola………………………………….75
4. Organization Structure…………………………………………........76
xii
5. Vision and Mission………………………….……………………....77
a. Vision…………………………………………….………….....77
b. Mission……………………………………………….………...77
6. Market Share of Coca-Cola………………………………………....78
7. Global Unit Sales of Coca-Cola……………………………….........78
B. Analysis and Discussion………………………………………………....79
1. General Description of Respondents………………………………....79
a. General Description of Respondents based on Gender………......79
b. Based on Age……………………………………………….........80
c. Based on occupations………………………………………….....80
d. Based on Income per Month………………………………..........81
2. Analysis……………………………………………………………....82
a. Validity and Reliability Test…………………………………......82
1) Validity Test……………………………………………….....82
2) Reliability Test…………………………………………….....85
b. Descriptive Analysis......................................................................86
1) Descriptive Variable Customer Value.....................................86
2) Descriptive Variable Customer Satisfaction............................89
3) Descriptive Variable Trust in Brand........................................94
4) Descriptive Variable Customer Loyalty.................................100
c. Classical Assumption Test………………………………...........103
1) Normality Test……………………………………...............103
2) Multicolinearity Test…………………………………..........105
xiii
3) Heteroskesdasticity Test……………………………….........106
d. Multiple Linear Regression…………………………………......107
1) Coefficient Determination (R²)…………………………..…108
e. T-test (Partial)……………………… ……………………….....109
1) Customer Value Variable……………………………….......109
2) Customer Satisfaction Variable…………………………......110
3) Trust in Brand Variable……………………………..………111
f. F-test (Simultaneously)…………… ……………………...……113
V. CONCLUSIONS AND IMPLICATION Page
A. Conclusions…………………………………………………………......115
B. Implication……………………………………………………………...116
REFFERENCES................................................................................................117
Appendix……………………………………………………………………….121
xiv
List of Table
3.1 Likert Scale…………………………………………………………………..57
3.2 The Operational Variable…………………………………………………….69
4.1 General Description of Coca-Cola…………………………………………...75
4.2 Market Share of Coca-Cola…………………………………………………..78
4.3 General Description Based on Gender……………………………………….79
4.4 General Description Based on Age…………………………………...….…..80
4.5 General Description Based on Jobs………………………………………......80
4.6 General Description Based on Income per Month……………………...……81
4.7 The Result of Try-Out for Validity………………………………..…………82
4.8 The Result of Try-Out for Reliability………………………………………..86
4.9 Coca-Cola Non Alcoholic Soft Drink………………………………………..86
4.10 Coca-Cola Do Not Acute Health Effect……………………………….……86
4.11Coca-Cola as Source of Increasing Calories in the Body…………………...87
4.12 Coca-Cola Has a Good Reputation as Soft Drink Company……………….87
4.13 Coca-Cola Has Never Got Involve With Deception Case………………….88
4.14 Customer Feel Relaxed When Consume Coca-Cola Product………………88
4.15 Customer Feel Secured With Coca-Cola Product…………………………..88
4.16 Customer Feel Excited When Consume Coca-Cola………………………..89
4.17 Coca-Cola Does Not Contain Microbe and Chemical Contamination……..89
4.18 Coca-Cola Always Mentions Production Code and Date of Expired………90
4.19 Customers Feel Fresh With Coca-Cola Product……………………………90
4.20 Customer like Design of Coca-Cola………………………………………..91
xv
4.21 Customer like Aroma of Coca-Cola…………………………………….......91
4.22 Customer Feel Proud When Consumed Coca-Cola………………………...91
4.23 Customer Believe With Coca-Cola……………………………………........92
4.24 Coca-Cola Achievable Price………………………………………………..92
4.25 Coca-Cola’s Price Associated with the Customer Quality Expectations…...93
4.26 Coca-Cola Has Cheap Price.……………….…...…………………………..93
4.27 Coca-Cola Is Easy To Find………………………………………………....93
4.28 Coca-Cola Has a Good Reputation…………………………………………94
4.29 Customer Know Positive News about Coca-Cola Soft Drink……………...94
4.30 Coca-Cola as Soft Drink Associated with Customer’s Expectation………..95
4.31 Customer Know About Coca-Cola Product………………………………...95
4.32 Coca-Cola Able to Loss Thirsty of Customer………………………………96
4.33 Coca-Cola Associated With Customers Need………………………………96
4.34 The Coca-Cola Company Will Not Deceive Customer…………………….97
4.35 Coca-Cola Has a Good Reputation as Multinational Company…………….97
4.36 Coca-Cola Attentive the Customer……………………………..…………..98
4.37 Customer Believe With Coca-Cola……………………………..…………..98
4.38 Coca-Cola’s Brand Image as Customer Judge Themselves……..………….98
4.39 If Coca-Cola Brand Is Human, Customer Will Love It as Themselves….....99
4.40 Customer like Coca-Cola…………………………………………………...99
4.41 Coca-Cola Is Better And Associated With Customer Desired…………….100
4.42 Customer Confidence with Coca-Cola Brand……………………………..100
4.43 Customer Prefer Coca-Cola than Others…………………………………..101
xvi
4.44 Customer Really Like Coca-Cola…………………………………………101
4.45 Customer Will Intend To Buy Coca-Cola…………………………………102
4.46 Customer Will Consume Coca-Cola All the Time………………………..102
4.47 Customer Will Recommend Coca-Cola to Their Relatives or Friends……103
4.48 Normality Statistics (kolmogrov)…..……………………………………...104
4.49 Multicollinearity Statistics……………..………………………………….105
4.50 Result of Multiple linear Regression………………………………………107
4.51 Coefficient Determination…………………………………………………108
4.52 F test………………………………………………………………..…..….113
.
xvii
List of Picture
1.1 Market Share of Coca-Cola Worldwide…………………………………….....2
2.1 The Determinant of Customerr Perceived Value…………………………….12
2.2 The Discorfimation Model on Customer Satisfaction……………………….22
2.3 Oliver’s Four Stage Loyalty Model………………………………………….42
2.4 Conceptual Framework………………………………………………………49
4.1 Organization Structure of Coca-Cola………………………………………...76
4.2 Global Sales of Coca-Cola……………………………...……………………78
4.3 Normality Test Result (P-P plot residual)…………………………………..103
4.4 Heteroskesdasticity…………………………………………………………106
xviii
Appendix List
Appendix 1 Research Questionnaire……………………………………………121
Appendix 2 Research Questionnaire (In Bahasa)………………………………127
Appendix 3 Distribution the Answer of Respondents…………………………..133
Appendix 4 Output Data Test Result…………………………………………...137
1
CHAPTER I
INTRODUCTION
A. Research Background
Beverages industry is a prominent consumer able item and there is a huge
demand and potential in the market, particularly the non alcoholic ready to
drink soft drink (Bearden et al, 2004). As one example, Coca-Cola Company
is the world‘s leading manufacturer, marketer, and distributor of non alcoholic
beverage concentrates and syrups. Coca-Cola Company is now one of the
largest corporations in the world, with a global workforce of over 90,000
people and revenues of $31.9 billion in revenues in 2008.
(www.thecocacolacompany.com)
According to Vebbyna Kaunang, Marketing Director of Coca-Cola stated
that the Company‘s corporate headquarter at Atlanta, with local operations in
over 200 countries around the world. It shows that Coca-Cola brand is so
powerful that has been embedded in the minds of consumers as well as high
customer loyalty to encourage customers to continue to make repeat
purchases.
Over the years, the brand equity of the Coca-Cola trade mark, as well as
that of other Coca-Cola products, has established Coca-Cola as a prominent
figure in the non alcoholic beverages industry and allowed the company to
keep both revenues and profits high. On global level Coca-Cola is the most
popular brand and market leader controlling 60% of market share
2
(www.cocacola.com). Based on the MarkPlus Insight research, Coca-Cola
occupies number one position as Indonesian Most Favorite Youth Brand for
the soft drink category which gained 48.5%.
Figure 1.1
Market Share of Coca-Cola Worldwide
Source: www.thecocacolacompany.com
As the market leader of beverages soft drink, Coca-Cola should be able to
protect their market share by keeping the loyal customers. According to
Waheed Akhter et al., (2011:1167) customer loyalty is one of the most
important issues organizations face today and keeping loyal customers has
become more important due to significant increase in competition and
concentrated markets. Oliver (1996) in Kotler and Keller (2012:149) defines
loyalty as a deeply held commitment to re-buy or re-patronize a preferred
product or service in the future despite situational influences and marketing
efforts having the potential to cause switching behavior. Loyal customers are
crucial to business survival (Semejin, Van Riel Allard et al., 2005) because
attracting new customers is considerably more expensive than retaining old
customers (Reichheld & Schefter, 2000). The importance of customer loyalty
3
has been highlighted by many researchers and academicians. Zairi (2000:331)
said ―customers are the purpose of what we do and rather than them depending
on us, we very much depend on them. The customer is not the source of a
problem, we shouldn‘t perhaps make a wish that customers ‗should go away‘
because our future and our security will be put in jeopardy‖. That is the main
reason why organizations today are focusing on maintaining customer loyalty.
Maintaining customer loyalty can be reached by developing customer
value (Anderson et al., 2009:6), giving satisfaction to customer (Gandolfo
Dominici and Rosa Guzzo, 2010:5) and also build trust in a brand (Chaudhuri,
and Holbrook, 2001 quoted by Hasan Afzal et Al., 2010: 44). To determine
the extent of customer value, customer satisfaction and trust in brand with
customer loyalty researcher will conduct research in multinational beverage
industry Coca-Cola, Case Study of Consumer Coca-Cola in North Jakarta.
The researcher will conduct research on consumer Coca-Cola in North
Jakarta in order to know the emotional condition after purchase and consume
these products. Emotional feelings that are expected to represent Coca-Cola
consumer to compare what the consumer experience for consuming Coca-
Cola. When the emotions it appears it will arise a state of mind that would
cause the reaction to consumer behavior, so it acts as an emotional response to
input of satisfaction/dissatisfaction and trust/distrust consumer.
One of factor in creating customer loyalty is to build customer value.
Anderson et al., (2009:6) defines value as the economic, technical, service,
and social ―benefit-worth in monetary terms” that a customer receives when
4
purchasing a product or service. By creating superior customer value, the firm
creates highly satisfied customers who stay loyal and buy more. This, in turn,
means greater long-run returns for the firm. Vargo & Lusch, (2004) quoted by
Daniel J. Flint et al., (2010:1) stated that it has become relatively common
knowledge that marketing managers must understand what their customers'
value in order to survive and grow in competitive markets. According to Flint,
Woodruff, & Gardial, (2002) yet merely knowing what customers' currently
value is clearly not enough because what they value changes suggesting that
suppliers must also have the capability to anticipate what customers will
value. Janiszewski (2008:395) stated that creating value and meaning for
consumers is at the core of contemporary marketing, allowing for experiences
that make products, services, or brands an integral part of consumers‘ lives.
Christopher P. Blocker et al., (2011:216) stated that, ―competitive
advantage grows fundamentally out of the value a firm is able to create for
customers.‖ Companies create superior customer value by providing ongoing
solutions to customers‘ articulated needs as well as their latent and future
needs. According to Ulaga and Eggert (2006:120) customer value represents
the trade-off between benefits and sacrifices that stem from a provider‘s
product and relationship resources which customers believe are facilitating
their goals.
Another factor that can be creates customer loyalty by delivering
satisfaction to customers. According to Hoq et al., (2010) customer
satisfaction is the most important factor that affects customer loyalty. Kotler
5
and Armstrong (2009:23) stated those satisfied and loyal customers are
representing the opportunity to get new customer. Maintaining all existing
customer generally will be more profitable to be compared with attract new
customer. According to Gandolfo Dominici and Rosa Guzzo (2010:5)
customer satisfaction is a business philosophy which tends to the creation of
value for customers, anticipating and managing their expectations, and
demonstrating ability and responsibility to satisfy their needs. Customer
satisfaction is the starting point to build customer loyalty, therefore a long-
term relationship. Meanwhile, Kotler and Keller (2012:150) stated that a
highly satisfied customer generally stays loyal longer, buys more as the
company introduces new and upgraded products, talks favorably to others
about the company and its products, pays less attention to competing brands
and less sensitive to price, offers product or service ideas to the company, and
costs less to serve than new customers because transactions can become
routine. High satisfaction or delight creates an emotional bond with the brand
or company, not just a rational preference.
According to Anderson, et al., (2009) customer satisfaction occupies a
strategic position for the company's existence, because a lot of benefits to be
gained: first, many researchers agree that a satisfied customer tends to be
loyal. Solomon, in Dwi Suhartanto (2001) stated that satisfied customer will
also tend to buy back into the same manufacturer. The desire to buy back as a
result of this satisfaction is the desire to repeat the good experience and avoid
a bad experience. Second, the effect of customer satisfaction tends to consider
6
the content providers are able to satisfy the first consideration if you want to
buy products or similar services.
According to Bearden et al., (2004) customer satisfaction is central to the
marketing concept and is a dominant cause of customer loyalty. Increased
loyalty on hence revenues, lowers the costs of individual transactions and
decreases price sensitivity. Satisfaction also has benefits within the firm, cost
associated with handling returns and warranty claims are reduced, as are those
associated with managing complaints. Meanwhile, Kotler and Keller
(2009:164), explain that satisfaction is a person‘s feelings of pleasure or
disappointment that result from comparing a products perceived performance
(or outcome) to their expectations. If the performance falls short of
expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.
Vebbyna Kaunang, Marketing Director Coca-Cola said that Coca-Cola
are trying to fulfill desire of its customer by offering product range matching
with trend various circle, like offering many variety products, price range and
tidiness. Besides, Coca-Cola offers available of product in gathering place and
have activity. So, the reason why Coca-Cola is being truly global company
because of their product meets the varied taste preferences of consumers
everywhere.
Customer loyalty also can be created by building customer trust in a
brand. Trust has been recognized as important factors that influence customer
7
loyalty. Definition of consumer trust by Rangkuti (2002:13) is all knowledge
of consumers and all conclusions made consumers about the objects, attributes
and benefits. Chaudhuri, and Holbrook, (2001) quoted by Hasan Afzal et al.,
(2010:44) stated that trust is a belief which is focused on specific appropriate
boundaries and limitations. To create loyalty in today‘s marketplace,
marketers have to hold what is becoming subsequent nature to business
marketers and focus on structuring and sustaining trust in the customer-brand
relationship. According to Worchel (1997) quoted by Hasan Afzal et al.,
(2010:44) trust can also be considered as goodwill and willingness that
enables the consumer to take risk. Goodwill is developed on the base of past
experiences. Trust is an expectation, which may cause a positive outcome,
despite the possibility that it may cause a negative outcome.
According to Vebbyna Kaunang, Marketing Director of Coca-Cola, trust
in brand have the important rule in protecting customers based on the
company‘s goal to keeping the loyal customers. According to Chaudhuri and
Holbrook (2001) quoted by Hasan Afzal et al. (2010:44) trust has to be
considered as the corner stone and as one of the most desirable qualities in the
relationship both between a company and its customers and in the relationship
between a brand and its consumers.
Based on previous research background, this research intends to analyze
the influence of customer value, customer satisfaction and trust in brand
toward customer loyalty‖ (Case Study on consumer Coca-Cola in North
Jakarta).
8
B. Problem Formulation
The amount of sales achieved by Coca-Cola‘s company can occur due to
wider distribution channels, the new consumers, as well as repeat purchase by
usual consumers and the existence of customers who loyal on Coca-Cola
brand will be able to increase sales and be able to maintain a good position in
the market (www.thecocacolacompany.com). Loyalty is an old-fashioned
word that has traditionally been used to describe fidelity and enthusiastic
devotion to a country, cause or individual. More recently, it has been used in a
business context to describe a customer‘s willingness to continue patronizing a
firm over the long term, purchasing and using its goods and services on a
repeated and preferably exclusive basis, and recommending firm‘s products to
friends and associates. The occurrence of repeat purchases is due to customer
satisfaction and trust in a brand that inherent in the minds of consumers so that
it will create customer loyalty (Lovelock and Wirtz, 2004:352). To analyze the
influence of customer value, customer satisfaction and trust in brand toward
customer loyalty, the researcher makes the following questions.
1. Does the customer value significantly influence customer loyalty?
2. Does the customer satisfaction significantly influence customer loyalty?
3. Does the trust in brand significantly influence customer loyalty?
4. Do the customer value, customer satisfaction and trust in brand
significantly influence customer loyalty?
9
C. Purpose and Benefit of Research
1. Purpose of Research
This research aims to:
a. Analyze the influence of customer value to customer loyalty
b. Analyze the influence of customer satisfaction to customer loyalty
c. Analyze the influence of trust in brand to customer loyalty
d. Analyze the influence among customer value, customer satisfaction
and trust in brand to customer loyalty
2. Benefit of Research
This research is expected to provide benefits for:
a. Coca-Cola‘s Company
The results of this study are expected to be used as a reference and
information materials for Coca-Cola about how to maintain customer
loyalty to their products with due regard to value and customer
satisfaction. It‘s also useful for company to keep trust in a brand that
inherent in the mind of customers.
b. The researcher
Researcher can learn how customer value, customer satisfaction and
trust in brand influence customer loyalty.
c. Research is also expected to be useful as a source of information for
the needy as well as useful for the intensive search-related research in
the future.
10
CHAPTER II
LITERATURE REVIEW
A. CUSTOMER VALUE
1. Definition of Customer Value
In the marketing, elementary element which make successful
company in maintaining its customer is innovation assess customer
superior. Zeithaml et al., (2006:187) stated that from a customer‘s
perspective, customer value is what they ―get‖ (benefits) relative to what
they have to ―give up‖ (costs or sacrifices). According to Gale (1994) in
Alida (2007) customer value is the consumer perception to value to the
quality of which offered on the market that higher relative from competitor
will influence the loyalty customer story level, value perception excelsior
felt by customer, hence is ever greater of possibility the happening of
transaction or relation. The term customer value has many meanings
(Woodall, 2003), but two dominate value for the customer (customer
perceived value or customer received value) and value for the firm (value
of the customer, now more commonly referred to as customer lifetime
value). Woodruff (1997) in Minna Pihlstrom (2008:32) defines customer
value as a customer perceived preference for and evaluation of those
product attributes, attribute performance, and consequences arising from
use that facilitate (or block) achieving the customer‘s goals and purposes
in use situations. Holbrook (2005:46) defines customer value as an
10
11
―interactive, relativistic preference and experience‖, which is also a bit
difficult to understand and apply, but is seemingly intended to capture
some of the key characteristics of customer value. These include, it is
perceived uniquely by individual customers; it is conditional or contextual
(depending on the individual, situation, or product); it is relative (in
comparison to known or imagined alternatives); and it is dynamic
(changing within individuals over time).
Kotler (2000:37) stated that marketing, as a purpose, is to deliver
more value to satisfy customers as well as to build a long-term and
mutually profitability relationship with a customer. Lemon, Rust and
Zeithaml (2001:22) define value is the keystone of the customer‘s
relationship with the firm. According to Kotler and Keller (2009:161)
customer value is the difference between total customer benefit and total
customer cost. Total customer benefit is the perceived monetary value of
the bundle of economic, functional and psychological benefits customers
expect from a given market offering because of the products, services,
personnel and image involved. Total customer cost is the perceived bundle
of costs customers expect to incur in evaluating, obtaining, using and
disposing of the given market offering, including monetary, time, energy
and psychological cost. From the definition, can be concluded that
customer value represent everything which is wanted by consumer in
service or product by maximizing the quality of which is accepted by
consumer from cost which is released.
12
Figure 2.1
The Determinant of Customer-Perceived Value
Source: Kotler and Keller (2009)
According to Lemon, Rust and Zeithaml (2001:22) value is delivered
from three key factors: quality, price and convenience. Quality is viewed
as goods and services quality. Price is the monetary sacrifice. Convenience
(non-monetary sacrifice) relates to all the benefits customers received,
such as time saved and effort to do business with the firm. Keegan (2002)
stated that the task of marketing is to create customer value that is greater
than the value was created by competitors. Value for the customer can be
Customer-Perceived
Value
Total customer benefit
Image benefit
Personnel benefit
Service benefit
Product benefit
Psychological cost
Energy cost
Timing cost
Monetary cost
Total customer cost
13
increased by expanding or improving product and/or service benefits, by
reducing the price, or by combination of these elements. Companies with
cost advantage can use price as a competitive weapon. Knowledge of the
customer combined with innovation and creativity can lead to a total
offering that offers superior customer value. If the benefits and value are
strong enough by customer, a company does not need to be the low-price
competitor to win customer.
2. Customer Value Measurement
According to Kotler and Keller (2009:161) forming of customer
loyalty can be done by creating value that accepted by customer represent
the difference between the prospective customer‘s evaluation of all the
benefit and also the costs of an offering and the perceived alternatives.
Value of the customer offering can be increased by some combination of
raising economic, functional or emotional benefits and/or reducing one or
more of the various types of costs.
Can be seen from the equation below:
Value (V) = Benefit (B)
Cost (C)
Where:
V = Value
B = Benefits (product, service, personnel, and image company)
C = Cost (monetary, time, energy and psychological)
14
According to Rostamy (2009) the following components create total
customer benefit, including product benefit, service benefit, personnel
benefit, and image benefit, which are:
a. Product benefit
Product benefit represents the benefit accepted by consumer at the time
of consuming product or service. Product benefit, including product
variety, easy repaired and cost components.
b. Service benefit
Service is accepted benefit by consumer in the form of moment service
buy and consumes product and service. Service benefit, including the
appearance of the stores, service waiting time, services processes and
service information.
c. Personnel benefit
Personnel benefit is benefit given by company‘s personnel to customer
after happened purchasing decision of goods and services. According
to Tschohl (2006) personal benefits are the individuals' beliefs about
what are desirable to themselves. They are self-centered; that is,
personal values are closely linked to needs. Personal benefits are
enduring beliefs which guide various actions and judgments across
specific situations. Hence, personal benefits are more abstract and may
be generalizable easier than values of actions. Personnel benefit
including personnel skills and knowledge, responsiveness,
communication and collaboration and friendliness components.
15
d. Image benefit
Including credibility, technology excellence and ability to satisfy
future needs.
According to Kotler and Keller (2009:162), total customer cost is the
perceived bundle of costs customers expect to incur in evaluating,
obtaining, using and disposing of the given market offering, including
monetary cost, time cost, energy cost and psychological cost.
a. Monetary cost is the cost of which is released by customer in the form
of money at the time of getting and consuming product or service.
b. Time cost is the cost of which is released by customer in the form of
time at the time of getting and consuming product or service.
c. Energy cost is the cost of which is released by customer in the form of
energy at the time of getting and consuming product or service.
d. Psychological cost (psychic and mind) buyer is the cost of which is
released by customer in the form of mind to get product and at the time
of consuming product or service.
3. Factors That Formed Customer Value
In identifying sacrifice and benefit/expense, consumer do not only
considering functional things or performance but also social and any
factors emotionally ( Sheth et al., 1999; and Soutar and Sweeney, 2001)
quoted by J. Brock Smith and Mark Colgate (2007:8). Therefore, the
investigation of customer value consists of functional value, social value
and emotional value.
16
a. Functional Value
Functional/instrumental value is concerned with the extent to which a
product (good or service) has desired characteristics, is useful, or
performs a desired function. As suggested by Woodruff (1997) in J.
Brock Smith and Mark Colgate (2007:10), three key facets of
functional/ instrumental value, which are:
1) Correct, accurate, or appropriate features, functions, attributes, or
characteristics (such as aesthetics, quality, customization, or
creativity).
2) Appropriate performances (such as reliability, performance quality,
or service–support outcomes), and
3) Appropriate outcomes or consequences (such as strategic value,
effectiveness, operational benefits, and environmental benefits).
Sheth, Newman, and Gross (1999) quoted by J. Brock Smith and Mark
Colgate (2007:8) stated that functional value represents the perceived
utility of an alternative resulting from its inherent and attribute or
characteristic-based ability to perform its functional, utilitarian, or
physical purposes.
b. Social Value
Sheth, Newman, and Gross (1999) quoted by J. Brock Smith and Mark
Colgate (2007:8) stated that social value represents the perceived
utility of an alternative resulting from its image and symbolism in
association or disassociation with demographic, socioeconomic, and
17
social image can be an important factor that affects consumers‘
decision making. Social value is the usefulness felt to be earned by
consumption from an alternative as result of its association with one or
more specific social group.
c. Emotional Value
Emotional value is expected to incorporate consumers‘ affective
responses to service stimuli in a cognitive-oriented, means-end model.
In a retailing context, Sweeney and Souter (2001) quoted by Orose and
Boonchai (2011:69) found that emotional value is the strongest
predictor of consumers‘ purchase intention. Chitturi, Raghunathan and
Mahajan, (2007) stated that however, it was revealed that customers
place higher priority on utilitarian benefits than to hedonic benefits.
According to Eroglu, Machleut and Barr (2005) that in general,
research also supports the positive influence of the perceived
emotional value of satisfaction. Sheth, Newman, and Gross (1999)
quoted by J. Brock Smith and Mark Colgate (2007:8) stated that
emotional value represents the perceived utility acquired by an
alternative as a result of its ability to arouse or perpetuate feelings or
affective states, such as comfort, security, excitement, romance.
Roger Palmer et al., (2007:11) stated that the value of the product to
the customer can be considered in two parts:
18
a. Economic value
Otherwise known as ‗value in use‘, this refers not just to the initial
purchase price but also to wider areas such as switching costs, training
and installation costs, ongoing cost of maintenance, depreciation and
end-of-life disposal costs. By relating economic value in use to the
requirements of the customer, a higher price can often be justified.
b. Perceived value
Qualitative aspects of the product such as the brand, previous
experience and reputation can all add to perceived value. Whilst
product may be functionally similar, the customer may perceive one as
superior to the other.
B. CUSTOMER SATISFACTION
1. Definition of Customer Satisfaction
According to Chitty et al., (2007) quoted by Mojtaba Kaveh (2011:4)
customer satisfaction is a complete evaluation of the accumulated purchase
and consumption experience, which reflects a comparison between the
sacrifice experienced and the perceived rewards. According to Gandolfo
Dominici and Rosa Guzzo (2010:3) customer satisfaction is the outcome
of customer‘s perception of the value received in a transaction or
relationship, where value equals perceived service quality, compared to the
value expected from transactions or relationships with competing vendors.
Roger Palmer et al., (2007:11) stated that customer satisfaction can be
19
considered as a measure of current performance, and the propensity of
customers to recommend a product or service to other potential customers
can be one guide to the future value of customers. Barsky and Nash (2003)
stated that in order to achieve customer satisfaction, it is important to
recognize and to anticipate customers' needs and to be able to satisfy them.
Enterprises which are able to rapidly understand and satisfy customers'
needs, make greater profits than those which fail to understand and satisfy
them.
According to Gandolfo Dominici et al. (2010:5) since the cost of
attracting new customers is higher than the cost of retaining the existing
ones, in order to be successful, managers must concentrate on retaining
existing customers implementing effective policies of customer
satisfaction and loyalty. Bitner and Zeithaml (2006:110) stated that
satisfaction is the customers‘ evaluation of a product or service in terms of
whether that product or service has met their needs and expectations.
Matzler et al., (2006:217) stated that if price will be high, the satisfaction
with price will be high. If there are no hidden costs and if prices do not
change unexpectedly customers will perceive high price reliability.
According to Boselie, Hesselink, and Wiele (2002) satisfaction is a
positive, affective state resulting from the appraisal of all aspects of a
party‘s working relationship with another. According to Hart and
Stapletun (2005) consumer satisfaction is a person or organization who
actually makes the purchase decision even though it may not directly
20
consume or user of the product or service. They also stated that,
satisfaction is the union of one's feelings resulting from the comparison of
the perceived usability of the product with the expectation of the product.
While Gasfersz (2005) defines a consumer is any person who requires the
company to meet a certain quality standards and will therefore affect the
performance of the company.
Oliver (2005) in Eggert & Ulaga (2006) stated that customer
satisfaction, which refers to ―the summary psychological state resulting
when the emotion surrounding disconfirmed expectations is coupled with
the consumer‘s prior feelings about the consumption experience‖, is often
considered as an important determinant of repurchase intention and
customer loyalty. According to Zeithaml and Bitner (2006:111) customer
satisfaction can be defined as a consumer‘s fulfillment response that is, it
is a judgment that ―a product or service feature, or product or service itself,
provides a pleasurable level of consumption-related fulfillment‖.
Meanwhile, Hansemark and Albinson (2004) quoted by Harkiranpal Singh
(2006:1) state that ―satisfaction is an overall customer attitude towards a
company, or an emotional reaction to the difference between what
customers anticipate and what they receive, regarding the fulfillment of
some need, goal or desire‖. On the other hand, Deng, Lu, Wei and Zhang
(2009) stated that a high level of customer satisfaction may have a positive
effect on customer loyalty.
21
Kotler and Keller, (2012:150) define customer satisfaction as a
function of the closeness between expectations and the product‘s perceived
performance (or outcome). If the performances fall short of expectations,
the customer is disappointed. If the performances meet the expectations,
the customer is satisfied. If the performance exceeds expectations, the
customer is highly satisfied or delighted. These feelings make a difference
in whether the customer buys the product again and talks favorably or
unfavorably about it to others. Parasuraman et al., (1988) quoted by
Mojtaba Kaveh, (2011:4) stated that satisfaction research is mainly
influenced by the disconfirmation paradigm. This paradigm states that the
customer‘s feeling of satisfaction is a result of a comparison process
between perceived performance and one or more comparison standards,
such as expectations.
Meanwhile, Lovelock and Wirtz (2004:44) define satisfaction as an
attitude like judgment following a purchase act or a series of consumer
product interactions. The confirmation/disconfirmation of preconsumption
expectations is the essential determinant of satisfaction. This means that
consumer have certain service standards in mind (their expectations) prior
to consumption, observe service performance and compare it to their
standards, and then form satisfaction judgment based on this comparison.
The resulting judgment is labeled negative disconfirmation if the service is
worse than expected, positive disconfirmation if better than expected, and
simple confirmation if as expected.
22
Based on Casalo´ et al. (2008) quoted by Norazah Mohd Suki,
(2010:8) satisfaction refers to an affective consumer condition that result
from a global evaluation of all the aspects that make up the consumer
relationship. Thus customer satisfaction remains an extremely important
component in customer loyalty. A company will find it difficult to earn
customer loyalty without first earning high levels of customer satisfaction.
According to Ulaga and Eggert (2006) the customer is satisfied when
he/she feels that the product‘s performance is equal to what was expected
(confirming). If the product‘s performance exceeds expectations, the
customer is very satisfied (positively disconfirming), if it remains below
expectations, the customer will be dissatisfied (negatively disconfirming).
Figure 2.2
The Disconfirmation Model of Consumer Satisfaction
Source : Lovelock and Wirtz (2004)
Expected Performance Perceived Performance
Comparison
P - E
Confirmation
Neutral
P > E
Positive
Disconfirmation
Satisfaction
P < E
Negative
Disconfirmation
Dissatisfaction
23
2. Factors that Formed Customer Satisfaction
According to Parasuraman and Grewal, (2000:169) customer
satisfaction is one measure to see the competitiveness of an enterprise.
Based on some scientific research about the customer satisfaction, there
are five primary factor determining the level customer satisfaction which
consists of:
a. Product Quality
If a product fulfills the customer‘s expectations, the customer will be
pleased and consider that the product is of acceptable or even high
quality. If his or her expectations are not fulfilled, the customer will
consider that the product is of low quality. This means that the quality
of a product may be defined as ―its ability to fulfill the customer‘s
needs and expectations‖ (Unido, 2006). The main parts of overall
quality are safety, durability and freshness. A safe food should cause
no unwanted physical side effects. Freshness is an individual opinion;
it is how the consumer feels about the product based upon their senses.
Freshness is more of a nebulous concept. Ultimately the quality of a
product is going to be determined by the consumer buying it.
Therefore any quality measurement should correlate to sensory
changes in the product. Two of the main senses that customers use are
sight and smell, it usually comes down to how the consumer feels
about the product‘s general appearance and/or odor. And durability
24
related to the measure of the product‘s expected operating life (Dodd,
2006:5).
b. Emotional factor
Emotional factor related to the product or services arouse feelings or
affect.
c. Price
The price of a product/service can be analyzed associated with
customers‘ quality expectations and/or their past experiences. If the
price is judged too expensive, consumers might not purchase. A low
price policy causes poor positioning and neglected opportunities.
However, price appears to be a standard for quality in some
circumstance. ‖a higher price level equals a better quality in the minds
of customers, especially when the service is highly intangible‖
(Gonroos, 2000:80).
d. Cost and ease of to gain the product or service
Customers can find products or services easily with cheap cost that can
fulfill their needs and wants.
Thomas Foster (2010) explained that there are some factors which are
often used in evaluating satisfaction to product manufacturing, consist of:
a. Performance refers to the efficiency with which a product achieves its
intended purpose.
b. Features, refers to attributes that supplement the product‘s basic
performance
25
c. Reliability, which is the reliability and consistency of performance of
service facilities, goods and staff. This includes punctual service
delivery and an ability to keep to agreements made with the customer.
d. Conformance to specifications refers to the degree to which a
product‘s design & operating characteristics meet prior established
standards. Conformance to specifications focuses attention on the
internal & operating view of quality.
e. Durability, related to the measure of the product‘s expected operating
life.
f. Serviceability refers to speed, courtesy & competence of repair.
Consumers are concerned, not only about a product‘s break-down, but
also about the elapsed time before service is restored, the timelines
with which service appointments are kept, the nature of their dealings
with service personnel & with the frequency with which service calls
or repairs fail to correct outstanding problems & specific customer
issues.
g. Esthetics, extent to which the components of the service package are
agreeable or pleasing to the customer, including both the appearance
and the ambience of the service environment, the appearance and
presentation of service facilities, goods and staff.
h. Perceived quality refers to what customers think they are buying,
rather than what they are actually buying. Perceived quality extends
beyond what is put into the package.
26
3. Customer Satisfaction Measurement
Kotler and Armstrong (2003:148) discuss several methods to measure
customers‘ satisfaction, which are:
a. Complaint and Suggestion system
Each customer-oriented service organization should provide the
widest opportunity to its customers to submit suggestions, criticisms,
opinions, and their complaints. Information obtained through this
method can provide new ideas and input are valuable to the company
making it possible to react quickly and respond in overcome the
problems that arise.
b. Customer Satisfaction Survey
Like in this research, company does a survey to measure customer
satisfaction using such as questionnaire or by phone calls to a random
sample of their customers. Through the survey, companies will get
responses and feedback directly from customers and give a positive
sign that companies pay attention to them. Customer satisfaction
survey is divided into four categories, which are:
1) Directly reported satisfaction
The respondent are being asked directly with question in order
to know if they are very satisfied, satisfied, enough, dissatisfied, or
very dissatisfied. This survey is used to collect the customer
opinion and needs which can give the result called the customer
27
satisfaction index. This customer satisfaction index‘s the standard
the company needs to maintain.
2) Derived dissatisfaction
The question that being asked included two aspects, how high
is the customer expactation in the certain attribute, and how high is
the performance that customer‘s feel of this attribute.
3) Problem analysis
Respondent are being asked to describe two things; the
problem which related with the company offer and suggestion for
improvement.
4) Importance performance analysis
The respondents are asked to rate the services according to the
customer importance and company performance in each attributes.
c. Ghost Shopping
This method use a person to pose as potential buyer to report their
findings on strong and weakness points when experiencing buying the
company‘s and competitor‘s products. The Ghost Shoppers can also
observe how the company and its competitors in serving customer
demands, answering customer questions, and solve any problems or
customer complaints.
28
d. Lost customer analysis
The company contact customers who have stopped buying or
switched to another supplier tolearn why this condition happened and
in order to understand and take policies to further improve or refine.
e. Some caution in measuring customer satisfaction
The company must make a well-structured questionnaire;
otherwise the customer would face a huge questionnaire. The company
must also be able to recognize that two customers can report being
highly satisfied for two reasons. One person maybe easily satisfied
most of the time, and the other one might be hard to please but was
pleased on this occasion.
C. TRUST IN BRAND
1. Trust
Anderson and Weitz (2006) define trust as one party‘s belief that its
needs will be fulfilled in the future by actions taken by the other party.
According to Moorman et al. (2007), trust is a willingness to rely on an
exchange partner in whom it has confidence. Finally, Morgan and Hunt
(2008) conceptualize trust as existing when one party has confidence in an
exchange partner‘s reliability and integrity. In an industrial buying context,
Doney and Cannon (2007) define trust as the perceived credibility and
benevolence of a target of trust. The first dimension of trust focuses on the
objective credibility of an exchange partner, an expectancy that the
29
partner‘s word or written statement can be relied on (Lindskold, 2004).
The second dimension of trust, benevolence, represents the extent to which
one partner is genuinely interested in the other partner‘s welfare and
motivated to seek joint gains. This definition of trust is relevant in an
industrial buying context.
Mickel, (1998) quoted by Ali Sorayaei and Marjan Hasanzadeh
(2012:80) stated that in the field of brand issues, trust is a kind of safety
feel by the consumer in relation with the brand answering this question:
―Does the brand fulfill expectations of the consumer?‖ This feeling can be
expressed based on two general dimensions, namely reliability to the
brand and main intents of it toward individuals. The first dimension is
associated with this assumption whether the brand has adequate capability
and ability to cope with the needs of consumers. For instance, through
offering proposals of new products this would be felt necessary by
consumers in the future, or through suggesting different quality levels for
the products. The second dimension associated with intents of the brand is
more derived from emotional and sensational causes.
Moorman et al., (2007) stated that trust is especially important in
relationships characterized by high levels of vulnerability and uncertainty.
Without vulnerability, trust is unnecessary because the results do not have
any consequences for the trust. Without uncertainty, trust is unnecessary
because the trust can control or has some knowledge about his partner‘s
actions.
30
Delgado-Ballester and Munuera-Aleman, (2005) stated that building a
strong brand with loyal customers is of strategic importance for marketing
managers because it provides substantial competitive and economic
benefits to a firm, such as less vulnerability to competitive marketing
actions, reduced marketing costs, higher rates of return on investment
through increases in market shares, better cooperation with intermediaries,
favorable word of mouth and greater extension opportunities. Finally,
Chaudhuri and Holbrook, (2001) quoted by Hasan Afzal et al. (2010:44)
stated that trust has to be considered as the corner stone and as one of the
most desirable qualities in the relationship both between a company and its
customers and in the relationship between a brand and its consumers. The
focus on brand trust is based on findings that there is a strong positive
relationship between trust and loyalty.
2. Brand
Brand is one of the important things for a company and helps buyers
in many ways. With the brand allows consumers to identify or decide to
make a purchase of a product. When consumers are familiar with the brand
and embedded in the minds of consumers, it shows that the satisfaction
they have been met and will encourage consumers to make repeat
purchases. Kotler (2000:444) also stipulates that a brand is essentially a
seller‘s promise to consistently deliver a specific set of features, benefits,
and services to buyers. Further, a brand represents promises about what a
product/service or a company can deliver.
31
Kotler and Armstrong (2007:241) defines brand as a name, term, sign,
symbol, or design, or a combination of them, which is intended to
identifies the maker or seller of a product or services and to differentiate
them from those competitors. Consumers view a brand as an important
part of a product, and branding can add value to a product. Buyers who
always buy the same brand know that they will get the same features,
benefits, and quality each time they buy. The brand name becomes the
basis on which a whole story can be built about a product‘s special
qualities.
According to Anber Abraheem Shlash Mohammad (2012:112) brands
as intangible assets are one of the most valuable assets that companies
have, and its value for the final customer. Its choice by the customer
determined by its functions and its importance that plays a critical role in
the formation of customer preferences. Thus, brand has become a source
of purchasing decision-making. In fact, the customer considers the brand
choice prior to the purchase decision. So as brand affects the behavior of
the customer in relation to the repeated purchase process and affects his or
her adherence to the brand that stems from the conviction of its strength
and influence. In addition, brand creates a relationship with the customer,
whether a positive relationship by being loyal to the brand or negative
relationship by changing the brand.
According to Keller (2003) famous brand can spread the benefits of
the product and lead to delivery of information related to these benefits
32
more than uncommon brands. In addition, brand allows the development
of the product identity. Kohli and Thakor (2000) stated that in sum, brand
is important for a company because it helps the organization attract
customers to buy the product, influences the customer behavior and
encourages him or her to repeat the purchase process. As well as, turns
customers' eyes to recognize products in term of its associated brands.
According to Anber Abraheem Shlash Mohammad (2012:113) brand is
one of the important elements in the strategy of products' manufacturers. It
represents a pillar of the strong attendance in the market and in the minds
of customers. It enhances the capital value of the organization as it the
mean that allows naming many of organization products within a diverse
range of brands, which leads customer to give a great importance to the
brand when he or she doing choice. That is, a brand responses to some
benefits that translated by the functions performed for the buyer or
customer.
According to Christodoulides & Chernatony (2010), a successful
brand is an identifiable product, service, person or place, augmented in
such a way that the buyer or user perceives relevant, unique added values
which match their needs most closely. Morgan (2000) states that brand
become successful only if its owners have an accurate perception of its
constitutional assets. Among the most important assets of a brand, one of
them is the value than customers grant to that brand. Then it is the
investment for brand management, in such a way that it both preserves the
33
brand‘s value and do not miss the customer loyalty through the
preservation of the brand‘s characteristic.
3. The Benefit of Brand
Brand can be beneficial to customers, brokers, manufacturers, and
public (Nisha Jain, 2010), as follows:
a. For the buyer, the brand benefits are:
1) Help buyer identify the product that they like/dislike
2) Identify marketer
3) Helps reduce the time needed for purchase
4) Helps buyer evaluate quality of products especially if unable to
judge products characteristics
5) Helps reduce buyers‘ perceived risk of purchase
6) Buyer may derive a psychological reward from owning the brand
b. For sellers, the brand benefits are:
1) Differentiate product offering from competitors
2) Helps segment market by creating tailored images,
3) Brand identifies the companies‘ products making repeat purchases
easier for customers.
4) Reduce price comparisons
5) Brand helps firm introduce a new product that carries the name of
one or more of its existing products, half as much as using a new
brand, lower cost designs, advertising and promotional costs.
6) Easier cooperation with intermediaries with well known brands
34
7) Facilitates promotional efforts.
8) Helps foster brand loyalty helping to stabilize market share.
9) Firms may be able to charge a premium for the brand.
According to the Temporal and Lee (2002:44), the reason the brand is
important for consumers is due to:
a. Brand gives the option
Human choice and loved the brand gives them the freedom to
choose. Along with her increasingly fragmented market, the
company sees the importance of giving different options to
different consumer segments. Brands can provide options, allowing
consumers to distinguish the various companies offer.
b. Brand facilitate decision
Brand made the decision to buy easier. Consumers may not know
much about a product he's attracted, but the brand can make it
easier to choose. Well-known brands attract a lot more attention
than those who do not, usually because the brand is known and
trustworthy.
4. Trust in a Brand
Trust in a brand is defined as the customer wishes to rely on a brand
with the risks faced because of expectations for the brand that will lead to
positive results (Lau and Lee, 1999, quoted by Aditya, 2011:40). Brand
trust is the willingness of the average consumer to rely on the ability of the
brand to perform its stated function and propose a strong impact of brand
35
trust on attitudinal and repurchases loyalty. Brand trust leads to higher
levels of loyalty as trust creates exchange relationships that are highly
valued (Chaudhuri and Holbrook, 2001:91).
Building a strong brand with loyal customers is of strategic
importance for marketing managers because it provides substantial
competitive and economic benefits to a firm, such as less vulnerability to
competitive marketing actions, reduced marketing costs, higher rates of
return on investment through increases in market shares, better
cooperation with intermediaries, favorable word of mouth and greater
extension opportunities (Delgado-Ballester and Munuera-Aleman, 2005).
Trust in brand from the consumer point of view is the confidence that
a brand is a psychological variable reflecting the number of initial
assumptions that involve the accumulation of credibility, integrity and
excellence that is attached to a particular brand. Therefore, companies
should be able to establish three important points to retain the trust of
customers in order to create commitment of customers now and in the
future (Gurvez & Korchin, 2003).
There are three factors that influence trust in a brand. Third of this
factor relate to three entities which come within in relation between
consumer and brand. As for the third factors are brand characteristics,
company characteristics, and consumer-brand characteristics. Then, Lau
and Lee positioned that trust in brand will generate to brand loyalty. The
36
third relationship factors of trust in brand can be described as follows (Lau
and Lee (1999) quoted by Hasan Afzal et al., (2010:45):
1) The brand‘s characteristics play a vital role in determining whether a
consumer decides to trust in. The brand‘s properties such as brand
reputation, brand predictability and brand competence have an
important function in shaping consumer trust. Brand predictability,
brand reputation and brand competence assist for developing consumer
trust in brand. Before purchasing a brand, consumers judge brand
through these characteristics. High demand of brand indicates high
reputation in the mind of consumers. Reputation means
trustworthiness, integrity, and honesty. It can be seen from past
experience of third party‘s trustworthiness, integrity, and honesty.
Brand reputation can be judged from consumer opinion, comments,
estimation and beliefs, if people are suggesting the usage of a brand
then it is considered as a sign of good reputation. A brand‘s reputation
refers to the attitude of consumers that the brand is good and reliable.
Brand reputation can be developed through advertising and public
relations, and it enhances its quality. Brand predictability is ability of
one buyer which is perceived by the other buyer. It is a brand which
allows customer to perceive brand characteristics, with trust that brand
will satisfy their needs. Predictability is also dependent on product
attributes and brand worth. When a consumer predicts about a brand
while being used by other consumer, then this shows that he predicts
37
about that product. Knowledge-based trust, stranded in behavioral
certainty survives while one party has sufficient knowledge concerning
another to recognize and forecast its likely performance that it will
perform trustworthily. Kelly and Stahelski (1970) quoted by Hasan
Afzal (2010:46) argued that predictability enhances trust, even if the
other party is predictability untrustworthy, because the ways in which
trust is violated can be predicted. A brand‘s predictability enhances
confidence because the consumer knows that nothing unexpected may
happen when it is used. As such, brand predictability enhances trust in
a brand because predictability builds positive expectations. Brand
competence is a competent brand is one that has the ability to crack a
customer‘s problem and to meet the need competent brand includes
crucial elements for solving consumers‘ problem. Utilization of brand
is only one way to find out brand competency, good brands are that
which are able to satisfy the needs of a customer and its attributes must
be compatible with customer‘s needs. Brand ability is the properties of
brand which are perceived by customer as value.
2) The characteristics of the company behind a brand also influence the
degree to which consumers trust in brand. A consumer‘s knowledge
about the company behind a brand is likely to affect their assessment
of the brand. The characteristics of the company proposed to affect a
consumer‘s trust in a brand are the customer‘s trust in the company
that will not deceive customer, the company‘s reputation in the
38
customer‘s mind as big company, the perceived motives of the
company can influences confidence. Hence, when a consumer
perceives paid attention by the company behind a brand to be
benevolent and acting in the consumer‘s best interest.
3) Therefore, consumer-brand characteristics can affect a consumer‘s
trust in a brand. These characteristics include similarity between the
consumer‘s self –concept and the brand‘s image, liking for the brand,
and brand personality. Self-concept denotes the totality of an
individual‘s thoughts and feelings with reference to himself or her as
an object and brand‘s image can be described as the set of human
characteristics associated with a given brand. Liking for the brand
denotes a certain fondness one party has towards another party because
the party finds the other party pleasant and agreeable. According to
Fournier, S, (1998) quoted by Ali Sorayaei and Marjan Hasanzadeh,
(2012:80) brand personality, defined as all personality traits used to
characterize a person and associated with a brand, is a concept within
the field of relational marketing. It helps better understand the
development and maintaining of relations between brands and
consumers. In addition, it explains how those relationships impact
consumers‘ behavior.
39
D. CUSTOMER LOYALTY
1. Customer Loyalty
In increasingly competitive markets customer loyalty is seen as the key
factor in winning market share and developing sustainable growth for over
longer period of time (Afsar et al., 2010). Customer loyalty is the feelings
or attitudes that incline a customer either to return to a company, shop or
outlet to purchase there again, or else to re-purchase a particular product,
service or brand. It affects the success and profitability of companies.
Companies can achieve competitive advantage through customer loyalty
and it is the way to gain the best kind of customers and thereby repeat
customers (Kim et al., 2004:145)
According to Reichheld (1996) and Lee & Cunningham (2001),
perception of a customer affects his judgment and in turns his loyalty
towards the product or services. Eakuru and Mat (2008) quoted by Mei-
Lien Li et al., (2012:1) stated that loyalty provides the foundation of a
company's sustained competitive advantage. Thus, loyalty is linked to the
success and profitability of a firm. Kim et al. (2004) stated that by
developing and increasing loyalty, companies can ensure its proper growth
and economic performance. So the marketing strategy of the companies
should be framed in such a way that they will be able to try to retain the
existing customers by increasing their loyalty and value.
Meanwhile, Auh and Johnson (2005) traditionally understood the
concept of loyalty as a customer expectation or inclinations to buy back the
40
product or service. According to Taylor et al., (2004) customer loyalty is a
strategic corporate asset if properly managed has the potential to provide
added value such as a reduction in marketing costs, attract new customers,
increase trade and provide a defense against competition.
Customer loyalty, on the other hand, according to Anderson and
Jacobsen, (2000) quoted by Harkiranpal Singh, (2006:1) ―is actually the
result of an organization creating a benefit for a customer so that they will
maintain or increase their purchases from the organization. According to
Deng et al., (2009) customer loyalty is the consequence of customer
satisfaction. It has also been found to be a key determinant of a firm‘s long-
term viability. Singh and Sirdeshmukh (2000:25) suggested the customer
loyalty as ―the market place currency of the twenty-first century‖. Ndubisi
and Pfeifer (2005:49) pointed out that the cost of serving a loyal customer
is five or six times less than a new customer. This statement shows the
importance of customer loyalty. Walsh (2005:440) mentioned that it is
better to look after the existing customer before acquiring new customers.
Gee et al. (2008:359) stated the advantages of customer loyalty are as:
a. The service cost of a loyal customer is less than new customers
b. They will pay higher costs for a set of products; and
c. For a company, a loyal customer will act as a word-of-mouth marketing
agent.
Bansal and Gupta (2001) stated that building customer loyalty is not a
choice any longer with businesses, it‘s the only way of building sustainable
41
competitive advantage. Building loyalty with key customers has become a
core marketing objective shared by key players in all industries catering to
business customers. According to Kotler (2009), loyalty can be achieved
through two stages:
a. The Company shall have the ability to give satisfaction to the
consumers so that consumers get a positive experience, means the
purchase of re-prioritized on previous sales.
b. The Company must have a way to maintain a more distant relationship
with their customers by using the method of forced loyalty that
consumers want to make repeat purchases.
2. Method of Customer Loyalty Measurement
According to Lovelock and Wirtz (2004:352) loyalty is the willingness
of consumers to subscribe to the company on an ongoing basis, purchasing
and using goods and services on a repeated and preferably exclusive basis,
and recommending the firm‘s products and services to friends and
associates. In general, there are three distinctive approaches to measure
loyalty:
a. The behavioral measurement
b. Attitudinal measurement
c. Composite measurement
The behavioral measurement considers consistent, repetitious purchase
behavior as an indicator of loyalty. Thus, repeat purchase does not always
mean commitment. Roger Palmer et al., (2007:10) stated that behavioral as
42
the act of purchase may be due to a number of factors perhaps loyalty,
where the customer has a preference for the product, or simply through
habitual behavior or the lack of alternatives. Attitudinal measurements use
attitudinal data to reflect the emotional and psychological attachment
inherent in loyalty. Roger Palmer et al., (2007:10) stated that repurchase is
driven by underlying emotions which are expressed as preference for the
brand, product or service despite the opportunities posed by alternative and
substitute products. The third approach, composite measurements of
loyalty, combines the first two dimensions and measurement of loyalty.
Meanwhile, Oliver (1997) in Kotler and Keller (2009:163) divided the
levels of loyalty based on the quality and quantity of re-purchase and
resistance power of competitor‘s product or service.
Figure 2.3
Oliver’s Four Stage Loyalty Model
Source: Oliver (Sivadas and Prewitt, 2000).
Service Quality Relative Attitude Recommend Share of Visits
Satisfaction Repurchase
Cognitive
Loyalty Affective
Loyalty
Conative
Loyalty
Action
Loyalty
43
Based on figure 2.3, the level of customer loyalty divided in some
stages, which is starting from the cognitive, affective, conative and action
loyalties. Cognitive and affective loyalties are still to be oriented relative
and functional benefits, while the conative and action loyalties are more
permanent and more oriented to emotional benefits.
a. Cognitive Loyalty
Oliver (1999) in Lovelock and Wirtz (2004:352) has argued that
consumers first become loyal in a cognitive sense, perceiving from
brand attribute information that one brand is batter than its alternatives
that can fulfill customer desired. This means that information held by
a consumer brand (consumer confidence) must point to a focal brand is
considered to be superior over the competition.
b. Affective Loyalty
Lovelock and Wirtz (2004:352) stated that affective loyalty as a
consumer develops a liking for the brand, based on cumulatively
satisfying usage occasions. Such attitudes are not easily dislodged by
counterarguments from competitors. Affective loyalty indicates the
level of favorable attitudes and liking that the customer displays
towards the site (or brand). Level of consumer preferences on the focal
brand should be higher than rival brands, so there is a clear preference
on the affective focal brand.
44
c. Conative Loyalty
Hennig-Thurau et al., and Janda et al. 2002) define conative loyalty as
the development of behavioral intention to continue to buy the brand
or the site. This loyalty state is characterized by a deeper level of
commitment or purchase intentions of the customers. Commitment to
the brand indicates tendency to maintain relation with a brand.
Consumer commitment to the brand has been identified important in
marketing (Ahluwalia, Rohini, 2000; Kotler Philip et al., 2009).
Intention to repurchase can be measured by asking consumers about
their future intentions to repurchase a given product or service.
Consumers must have the intention to buy the focal brand, other
brands are not carried out when the buying decision. The condition is
that there is a tendency on the customer to perform certain actions.
d. Action Loyalty
Oliver (1999) in Lovelock and Wirtz (2004:352) states that action or
behavioral loyalty is the stage where behavioral intentions get
converted into actions. Behavioral loyalty has been considered as
repeat purchases frequency or proportion of purchase and likelihood to
recommend.
E. THE PREVIOUS RESEARCH
Research conducted by Mohammad Muzahid Akbar and Noorjahan
Parvez (2009) with the tittle “Impact of Service Quality, Trust and
45
Customer Satisfaction on Customer Loyalty (Case Study on customers of
a major private telecommunication company of Bangladesh)”. This
research has proposed to investigate the effects of customers‘ perceived
service quality, trust, and customer satisfaction on customer loyalty. Sample
in this research are 304 subscribes/customers of a major private
telecommunication company of Bangladesh. To analyze data that was
collected, researcher uses confirmatory factor analysis and structural equation
modeling. Amos 5.0 has been used to perform these analyses. The model of
this research has been met the criteria of Goodness of Fit Index with NFI,
GFI, and CFI (0.980, 0.987, and 0.987 to 0.998, 0.999, and 1.00
respectively); RMSEA (0.076 to 0.035); DF (2.83 to 1.396). The results of
this research show that service quality has significant influence to customer
loyalty. Trust in brand has significant influence to customer loyalty.
Customer satisfaction has significant influence to customer loyalty.
Research conducted by I Wayan Nusantara (2011) with the tittle “The
Influence of Customer Value to Customer Satisfaction, Customer
Loyalty and Performance of Customer Relationship Management (A
Study of Halo Corporate PT. Telkomsel Bali)” This research has three
objectives. First, identify the influence of customer value on customer
satisfaction, customer loyalty and performance of customer relationship
management (CRM) of Halo corporate PT. Telkomsel Bali. Second, identify
the influence of customer satisfaction on customer loyalty and performance
of customer relationship management (CRM) of Halo corporate PT.
46
TELKOMSEL BALI. Third, identify the influence of customer loyalty on
performance of customer relationship management (CRM) of Halo corporate
PT. Telkomsel Bali. The samples of this research are 162 customers of Halo
Corporate Bali obtained by purposive sampling method. The data was
analyzed use Structural Equation Modeling (SEM) method computed by
program of AMOS 16.0 version. The model of this research has been met the
criteria of Goodness of Fit Index with Chi Square 331.83, Probability (P)
0.23, CMIN/DF 1.06, TLI 0.99, RMSEA 0.02 and AFGI 0.85. The research
shows that customer value has significant influence to customer satisfaction,
customer loyalty, and performance of CRM Halo corporate of PT. Telkomsel
Bali. Second, customer satisfaction has significant influence to customer
loyalty and performance of CRM Halo corporate PT. TELKOMSEL Bali.
Third, customer loyalty has significant influence to performance of CRM
Halo corporate PT. Telkomsel Bali.
Research conducted by Ropinov Saputro (2010) with the tittle “The
Influence of Product Quality, Service Quality and Customer Trust
toward Customer Loyalty (Case Study on PT. Nusantara Sakti Demak).
This research aims to determine the influence of product quality, service
quality and customer trust on customer loyalty. This research was conducted
at PT. Nusantara Sakti Demak in Demak. Data collecting method which have
been used in this research are questionnaires filled out by the respondents
who are consumers of PT. Nusantara Sakti Demak that have bought
motorcycles at least twice. The samples in this research are 100 respondents
47
that were choosen using purposive sampling method. This research used
analysis of index numbers, validity test, reliability test, the classical
assumption test, multiple linear regression analysis and hypothesis test
including T test, F test, and the coefficient of determination analysis (R²).
Results used linear regression analysis showed that product quality variable
has significant influence to customer loyalty. Second, the variable service
quality has significant influence to customer loyalty. Third, Customer trust
has significant influence to customer loyalty. Results of analysis used t test
can be known product quality, service quality and customer trust has a
positive and significantly impact on customer loyalty. The analysis used the
coefficient of determination found that 52.0% customer loyalty variable can
be explained by the variation of the product quality, service quality and
customer trust variable
F. CONCEPTUAL FRAMEWORK
The conceptual framework guides this study is based on the literature
review. This research aims to know the influence that occurs among customers
value, customer satisfaction and trust in brand on customer loyalty. The first
step is to place the direct users of Coca-Cola products as objects of research
and by disseminating questionnaires to users of Coca-Cola products, where
the questionnaire contains questions/statements including variable are
examined, i.e. customer value variable, customer satisfaction, trust in brand
and customer loyalty. After that, the data was obtained through questionnaires,
48
processed using SPSS 20, the first test is validity test that aims to determine
the accuracy of data, and reliability test that aims to determine the consistency
of the measuring instrument. Next do a classic assumption test consisting of
multicollinearity, normality tests, heterokesdastisitas, where the classical
assumption tests aim to determine whether or not this research uses multiple
regression analysis. Then conducted multiple regression tests, for testing
hypotheses t-test (partial) and F-test (simultaneous). After going through
testing process, than, the results and implications obtained for the conclusions
drawn.
Based on the theoretical framework above, so the researcher makes the
conceptual framework as follow:
49
Figure 2.4
Conceptual Framework
Source: concept developed for this research
Customer
Value (X1)
Customer
Satisfaction
(X2)
Trust in Brand
(X3)
Customer Loyalty
(Y)
Reliability and Validity test
Classic Assuming Test:
1. Normality
2. Multicolinearity
3. Heterokesdasticity
Conclusion
Multiple Linear
Regression
Hypothesis Test:
1. T Test (Parsial)
2. F Test (Simultan)
50
G. HYPOTHESES
The researcher‘s have generated four hypotheses associated with the
model. These hypotheses focus on the interrelationships among customer
value, customer satisfaction, trust in brand, and customer loyalty.
1. The Relationship between Customer Value and Customer Loyalty
Heskett et al. (2003) discuss how companies can deliver high-value
services (quality services at a reasonable price) to their customers, thereby
satisfying their customers‘ needs well, so it can create the customer
loyalty. According to Sirdeshmukh et al., (2002) that customer value is the
subordination of the customer objectives, so the value will direct customer
action, that is loyalty. Kotler (2009) stated that customers will only keep
the exchange with institutions that provide the maximum value.
Thus the hypothesis can be drawn as follows:
H1: there is significant influence between customer value and customer
loyalty.
2. The Relationship between Customer Satisfaction and Customer
Loyalty
The relationship between customer satisfaction and customer loyalty
has been explained in a number of ways. According to Lee et al., (2007)
customer satisfaction is viewed as a function of perceived performance
and expectations and consumer behavioral studies show that customers
who are only just satisfied still find it easy to switch over when a better
offer comes along. According to Lewis and Newman (2001) satisfaction is
51
an element which fulfills the need of the customer associated with that
product. Unsatisfied customers tend to convey their negative impression to
other consumers. Consequently customer dissatisfaction leads to decrease
in loyalty. This implies that customer satisfaction and customer loyalty are
highly related (Hoq et al., 2010).
Bennett & Rundle-Thiele, (2004) stated that customer satisfaction for
the positive influence on loyalty has been widely supported by references
related to marketing research. Satisfaction can be considered as a key to
establishing and maintaining loyalty, and a foundation for customers to
use website for a long period of time. High satisfaction can enhance the
possibility of recommending service by customers. Thus, customer
satisfaction is the key factor for enterprise operation and customer loyalty.
Bowen and Chen (2001) said that having satisfied customers is not
enough, there has to be extremely satisfied customers. This is because
customer satisfaction must lead to customer loyalty. Bansal and Gupta
(2001) building customer loyalty is not a choice any longer with
businesses: it‘s the only way of building sustainable competitive
advantage. When consumers are satisfied with the product/brand, they are
more likely to recommend the product to others, are less likely to switch to
other alternative brand, and are likely to repeat purchase.
According to Deng et al., (2009) customer loyalty is the consequence
of customer satisfaction. It has also been found to be a key determinant of
a firm‘s long-term viability. Heskett et al. (2003) suggested that customer
52
loyalty should increase rapidly after customer satisfaction passes a certain
threshold—that is, there are increasing returns to scale in the relationship
between customer satisfaction and customer loyalty.
Thus the hypothesis can be drawn as follows:
H1: there is significant influence between customer satisfaction and
customer loyalty.
3. The Relationship between Trust in Brand and Customer Loyalty
Sheth and Parvatiyar in Matzler (2008) suggest that the concept of
brand trust is based on the idea of a consumer brand relationship which is
seen as a substitute for human contact between companies and customers.
Brand trust is one powerful factor that affects customer loyalty. Trust
becomes the most important factor in the relationship between a company
and its customers and the relationship between brands with customers.
According to Jevons & Gabbott, (2000) quoted by Marcel Gommans
et al., (2001:47) trust in brand plays a central role in augmenting both
behavioral and attitudinal loyalty which in turn influences marketing
outcome related factors like market share maintenance and price elasticity.
In the field of loyalty several structural models of trust in brand and its
relationship to repeat visits to e-commerce sites have been presented.
Thus the hypothesis can be drawn as follows:
H1: there is significant influence between trust in brand and customer
loyalty.
53
4. Relationship between Customer Value, Customer Satisfaction and,
Trust in Brand toward Customer Loyalty
Lam et al., (2004) stated that in the recent research has explored
relationships between customer value perceptions and both satisfaction
and loyalty. If customer is satisfied he/she will buy the product again and
again. It is one of the very important factors that affect customers. Turel
and Serenko (2006) and Kuo et al. (2009) examined nature of relationship
between customer and the product determines customer loyalty. It has
been identified that good customer relationship leads to customer loyalty
(Hoq et al., 2010). Thus good relationship bond between the customer and
the product can guarantee customer loyalty for the product. Furthermore,
studies show that customer value influences customer satisfaction
(Moliner, Sanchez, Rodriguez and Callarisa, 2007) and customer loyalty
(Dagger, Sweeney and Johnson, 2007).
According to Mohammad Muzahid Akbar (2009:28) trust and
customer satisfaction are significantly and positively related to customer
loyalty. Corbitt, Thanasankit, and Yi (2003) have pointed out that a strong
positive effect of trust on customer loyalty in case of telecommunications
sector.
Thus the hypothesis can be drawn as follows:
H1: there is significant influence between customer value, customer
satisfaction and trust in brand toward customer loyalty.
54
CHAPTER III
RESEARCH METHODOLOGY
A. The Research Scope
The research will be on the customer value, customer satisfaction and trust
in brand toward customer loyalty of Coca-Cola.
1. The respondent for this research will be concentrate on the customer of
Coca-Cola in North Jakarta.
2. The place of the research will be at North Jakarta, and duration of this
research has been starting since March 2012.
As the independent variables in this research are customer value (X1),
customer satisfaction (X2) and trust in brand (X3) and dependent variable in
this research is the customer loyalty (Y).
B. Sampling Method
The population in this study is the consumers who buy and consume
Coca-Cola in North Jakarta at the time of the research, and here the researcher
does not restrict the respondent from certain district. Malhotra (2009:369)
defines population as the aggregate of all elements, sharing some common set
of characteristics that comprises the universe for the purpose of the marketing
research problem.
Sugiyono (2009:115) defines a sample as part of the amount of data and
the characteristics possessed by the population. With a presumption or
perception of consumers obtained through a questionnaire with some form of
54
55
questions that are closed. Meanwhile, Cooper (2006:434) defines sample as
the process of selecting some elements from a population to represent that
population.
Malhotra (2009:370) defines sample as a subgroup of the elements of the
population that selected for participation in the research. When a large
population, and researcher may not learn all there is to the population, for
example because of time and effort, then researchers can use samples drawn
from that population. These methods in taking sample using non probability
sampling, means the sampling techniques that do not use chance selection
procedures. Rather, they rely on the personal judgment of the researcher.
Collecting sample method that has been used is convenience sampling, it
means a nonprobability sampling technique that attempts to obtain a sample of
convenient elements. The selection of sampling units is left primarily to the
researcher to choose the kind of sample that used. (Malhotra, 2009:377).
Based on the theory of Roscoe (1975) in Uma Sakaran (2007) guidelines
on determining the sample are as follows:
a. Sample size should be between 30-500 elements
b. If the sample is broken down further into sub-sample (Male/Female,
Elementary/junior/ High school, etc.) must be a minimum number of sub
till 30.
c. In the multivariate research (multiple linear regressions) the sample size
should be several times larger (10 times) than the number of variables to
be analyzed.
56
d. A simple experiment for research, with strict controls, sample size
between 10-20 elements.
The criteria of sample that used are the customers of Coca-Cola in North
Jakarta. In order to become proportionally, so the researcher take 60 samples
that is 20 times the number of variables to be analyzed.
C. Data Collection Method
The data used in this study of primary data and secondary data. According
to Malhotra (2009:124), primary data is data originated by the researcher for
the specific purpose of addressing the research problem. Secondary data,
obtained using a decision from the sources that study related or relevant to the
variables of the research (books, journals, research reports, theses, internet and
other media information).
1. Primary Data
Primary data was collected through survey methods, namely by
providing a structured questionnaire to the respondent that is designed to
get the right information. In the primary data collection with
questionnaires, researcher used a closed-ended question which is the form
of a question with a range of alternative options or answers to the
respondent to know the characteristics of the respondents (Malhotra,
2009:124).
Closed-ended question used in this study using scaled-response
questions, the form of questions using a scale in measuring and knowing
the attitude of respondents to the questions in the questionnaires. This
57
study used a Likert scale that consists of over 5 levels. This scale from 1
meaning strongly disagree and 5 meaning strongly agree. Likert scale that
included 5 levels in it are not easily inferred because there is the possibility
of a neutral response.
Table 3.1
Likert Scale
Likert Scale Score
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
Source: Naresh K. Malhotra, marketing research an applied orientation,
Pearson;Prentice Hall, 2004, p. 256
2. Secondary Data
Malhotra (2009:124) defines secondary data is data that refer to
external sources. In the support the data obtained from books, journals,
research reports, theses, internet and other media information.
D. Analysis Data Method
1. First Analysis
Methods used by researchers to gather information that using the
method of single cross-sectional design that uses a one-time survey
conducted during a period of one group of samples. This way is done by
distributing questionnaires to respondents and then processed with
statistical methods using SPSS 20. Meanwhile, descriptive study was
conducted where the research is done to provide wider exposure, that have
58
purpose to change raw data become is easy to comprehended in the form
of short information (Istijanto, 2009)
2. Reliability and Validity Test
a. Reliability Test
Malhotra (2007) defines reliability testing as an approach taken to
measure the reliability or the reliability of which the respondent is
included in the scope of the same scale at two different times with the
current state of being equal.
Reliability test conducted by researcher is to measure the
consistency of the questions that include in the questionnaire on the
variables. According to (Malhotra, 2009:330), a questionnaire is
considered reliable when Cronbach's alpha test reached 0.6 or more. In
this study researchers will test the reliability of variable customer
value, customer satisfaction trust in brand and customer loyalty.
Alpha is calculated as:
Where:
R1 = Instrument Reliability
h = Number of Items in the Scale
k = Sum of Question
σ²i = The Variance of Scores on Item i across Respondents
59
σ²t = The Variance of Total Scores across Subjects Where the Total for
Each Respondents.
If all h items are measuring different concepts, the correlations
among the items will be near zero. So the σ²t will be close in size to
σ²i, and the term will be close to one. The term in parenthetic
goes to (1-1) or zero, and alpha is low (e.q, 0). When the items are all
highly correlated, σ²t will e larger than σ²i, so will be small,
close to zero. Then the parenthetical terms go to (1-0) or 1, and alpha
is much higher (e.q, 1).
Coefficient alpha should be calculated routinely to assess the
quality of measure. If alpha is low and the item is large, the poor items
should be eliminated. Poor items are to identify, so we calculate the
correlation of each item with the total score and plot the correlation by
decreasing under of magnitude. Items with correlation near zero are
than deleted or must be chi quadrat ² is must = 0.60.
b. Validity Test
Malhotra (2007) defines validity test is to measure how well the
research constructs defined by the variable measurement used. Validity
test is a test to analyze the factor variables included in this study.
Factor variables include customer value, customer satisfaction, trust in
brand and customer loyalty.
60
According to Duwi Priyatno (2010: 90) in the determination of
whether or not an items that are to be used, usually done on the
significance of the correlation coefficient test on minimum correlation
of 0.30, meaning that an item is considered valid if the total score is
greater than 0.30.
Validity and reliability test conducted by distributing
questionnaires to 60 respondents residing in North Jakarta, where the
questionnaire contains 39 questions/statements that should be
answered by the respondents and then the data will be processed using
the software of Statistical Product and Service Solution (SPSS) 20 for
Windows.
3. Classic Assuming Test
To determine whether the equation of the regression line obtained by
line and can be used for forecasting, then the test must be performed
classical assumptions are:
a. Normality
Normality test aims to test whether the regression model or
residual confounding variable has a normal distribution (Imam
Ghozali, 2007). The methods used in this research are graphic and one
sample kolmogrov smirnov test. A variable is said normal if the
distributions of the image data points are spread around the diagonal
line, and the spread of data points in the direction to follow the
diagonal line. According to Duwi Priyatno (2012:147), one sample
61
kolmogrov smirnov test used to determine the distribution of data,
whether to follow a normal distribution, poisson, uniform, or
exponential. Residual has normal distribution if the value of significant
is more than 0.05.
b. Multicolinearity
According to Malhotra (2007) multicolinearity used to prove there
is linear correlation among independent variable in regression model.
A good regression model should not be a correlation between the
independent variables. If independent variable creates the perfect
correlation it could be perfect multicolinearity.
Duwi Priyatno (2012:151) stated that multicollinearity is a
condition where on the regression model found any perfect or
approaching perfect correlation between the independent variables. A
good regression model should have no correlation among the
independent variable (the correlation is 1 or close to 1). Some
multicollinearity test method is to look at the value of the tolerance and
variance inflation factor (VIF) in the regression models or by
comparing individual coefficient of determination (r²) with
simultaneous determination (R²). To know a regression model free
from multicollinearity, which has a value of VIF (Variance Inflation
Factor) is less than 10 and have a tolerance of more than 0.1.
62
c. Heterokesdasticity
According to Imam Ghozali (2007), heterokesdasticity test aims to
test whether the regression model of the residual variance in equality
occurred one observation to another observation. If the residual
variance from one observation to another observation remains, it is
called homokesdasticity and if different called heterokesdasticity.
To analyze is there any heterokesdasticity, use some method,
which are:
1) Observe the graph plot between the predicted value of the
dependent variable is the residual ZPRED its SRESID. To detect
the presence or absence heterokesdasticity can be seen with the
presence or absence of certain pattern sin charts and scatter plot
between SRESID and ZPRED, where point Y is Y that already
predicted and point X is the residual (Y predicted – Y real) that
studentized.
2) The basis of analysis that is if there is a certain pattern, like dots
that form a regular pattern (wavy, widened, then narrowed), then it
indicates there has been heterokesdasticity as and if there is no
clear pattern, as well as the points spread above and below zero on
the Y axis, there is no heterokesdasticity.
4. Regression Analysis
In this case of research researcher use multiple regression analysis
because to bring in additional predictor variables (X1, X2, X3) and one
63
variable predictor as Y. the goals are still the same, researcher want to
construct an regression to estimate values of the criterion variable, but now
researcher do to from several predictor variables as customer value,
customer satisfaction and trust in brand. And researcher still will to
measure the closeness of the estimated relationship. The objective in
introducing additional variables is basic to improve predictions of the
criterion variable.
Things are getting more complicated, so researcher needs to notation
a regression model with predictor variables, can be to write:
Regression Analysis:
Where:
Y = Customer Loyalty (criterion variable)
a = intercept parameter in the multiple regression equation
1, 2, 3 = Coefficient Regression
X1 = Customer Value (predictor)
X2 = Customer Satisfaction (predictor)
X3 = Trust in Brand (predictor)
e = Standard Error term with the prediction of Y where X1,
X2, X3 are the predictor variables
Y = a + 1X1 + 2X2 + 3X3 +e
64
These are the following explanation that is connecting to the problem
above, that is:
a. The Coefficient of Correlation Test
According to Duwi Priyatno (2012:134) correlation coefficient is used
to determine the relationship between two or more independent variables
(customer value, customer satisfaction and trust in the brand) on the
dependent variable (customer loyalty) simultaneously. This coefficient
shows how much the relationship between the independent variables
simultaneously with the dependent variable. R values ranged from zero to
one, the closer the mean value of the relationship is getting stronger,
otherwise the value is close to zero then the relationship is getting weaker.
b. The Coefficient of determination Test (R2)
According to Imam Ghozali (2006:202) the coefficient of
determination (R2) essentially measure how far the ability of models to
explain variation in the dependent variable. The value determination of
coefficient is between zero and one. The R2 is small means that the ability
of independent variables in explaining variations in the dependent variable
is very limited. Value close to one berate the independent variables
provide almost all the information needed to predict the variation of the
dependent variable.
Basic weaknesses use the coefficient of determination is biased
towards the number of independent variables entered into the model. Each
additional one independent variable, then R2 would increase, no matter
65
whether these variables affect the dependent variable or not. Therefore, in
this research used is the R Square that have been adapted or Adjusted R2
as adjusted for the variables used in this research. Adjusted R2 value can
rise or fall if an independent variable added into the model.
5. Theoretical Hypotheses
a. t Test (Partial Test)
Partial test or t test aims to determine how big the influence of
each independent variable (X) individually partially toward dependent
variable (Y).
The hypothesis is:
1) Determine Hypothesis
Customer value hypothesis:
Ho: β1=0, there is no significant influence partially between
customer value and customer loyalty.
Ha: β1≠0, there is significant influence partially between customer
value and customer loyalty.
Customer satisfaction hypothesis:
Ho: β2=0, there is no significant influence partially between
customer satisfaction and customer loyalty.
Ha: β2≠0, there is significant influence partially between customer
satisfaction and customer loyalty.
66
Trust in brand hypothesis:
Ho: β3=0, there is no significant influence partially between trust
in brand and customer loyalty.
Ha: β3≠0, there is significant influence partially between trust in
brand and customer loyalty.
2) Determining level of significance
Criteria for testing the significance level is amount 5% or (α) =
0.05, t table search on signification 0.05/2 = 0.0025 (2 tailed).
3) Determining t table
Distribution of t table searched on α = 5% with degree of freedom
(df) = n-k-1 (number of questionnaire-number of independent
variable-1)
4) Two tailed test (Douglas et al., 2010:365)
Ho rejected if -t test < -t table (it means Ha accepted), so
independent variable partially has significant influence toward
dependent variable.
Ho rejected if t test > +t table (it means Ha accepted), so
independent variable partially has significant influence toward
dependent variable.
b. F Test (Simultaneously Test)
F Test basically indicates whether all the independent variables
included in the model have simultaneously influence toward
dependent variable. Hypothesis testing with F statistics can be done
67
by comparing the calculated F test with the value of F table. If the
calculated F test is greater than the value of F table, then Ho is
rejected and Ha accepted.
The hypothesis is:
1) Determine Hypothesis:
Ho: β1, β2, β3=0, there is no significant influence simultaneously
among variable of customer value, customer satisfaction and trust
in brand toward customer loyalty.
Ha: β1, β2, β3≠0, there is significant influence simultaneously
among variable of customer value, customer satisfaction and trust
in brand toward customer loyalty.
2) Determining level of significance
Criteria for testing the significance level is amount 5% or (α)
=0.05.
3) Determining the criteria acceptance and reject of Ho
If F test > F table, so Ho rejected and Ha accepted, it means
independent variable simultaneously have significant influence to
dependent variable.
If F test < F table so Ho accepted and Ha rejected, it means
independent variable simultaneously have no significant influence
to dependent variable.
68
E. Research Operational Variable
Variable is anything that is an object, event, act, characteristic, trait, or
attribute of observation in research and concepts that can be measured and to
which assigned categorical values (Cooper, 2006:63). The variable in this
research consist of independent variable and dependent variable, which is:
1. Independent Variable
According to Cooper (2006:63), independent variable is the variable
manipulated by the researcher that gives influence or the causal of the
changes happen or the effect from dependent variable. In this research as
the independent variables are customer value (X1), trust in brand (X2), and
customer satisfaction (X3).
2. Dependent Variable
According to Cooper (2006:63), dependent variable is the variable
measured, predicted, or otherwise monitored by researcher; expected to be
affected by manipulation of independent variable. The dependent variable
of this research is customer loyalty (Y).
69
Table 3.2
The Operational Variables:
Variable Sub Variable Indicators Scale
Customer
Value (X1)
Sheth et a.,
(1999) and
Soutar and
Sweeney
(2001)
quoted by
J. Brock
Smith and
Mark
Colgate
(2007)
Functional Value
Coca-Cola non alcoholic soft
drink.
Coca-Cola do not acute-health
effect.
Coca-Cola as source of
increasing calories in the
body.
Likert
Social Value Good reputation as Soft Drink
Company.
Coca-Cola has never got
involve with deception case.
Likert
Emotional Value
Sense of relaxed in the brand
and product
Feeling secured with the
product.
Sense of excitement with the
product.
Likert
70
Variable Sub Variable Indicators Scale
Customer
Satisfaction
(X2)
Parasuraman
and Grewal
(2000:169)
Quality of Products
(Thomas H. Dodd,
2006):
Safety
Durability
Freshness
Coca-Cola does not contain
microbe and chemical
contamination.
Coca-Cola always mentions
production code and date of
expired.
Feeling fresh with the product.
Like Coca-Cola general
appearance and/or odor.
Likert
Emotional Factor
Sense of pride in the brand and
product.
Confidence for Coca-Cola
brand.
Likert
Price
Coca-Cola achievable price
Coca-Cola‘s price associated
with the customer quality
expectations.
Likert
Cost and ease of
Cheap costs and easy to
find/buy the product.
Likert
71
Variable Sub Variable Indicators Scale
Trust in
Brand
(X3)
Lau and
Lee (1999)
quoted by
Hasan
Afzal et al.,
(2010)
Brand Reputation
Brands that are well known and
has a good reputation.
Positive news about soft drink
brand.
Likert
Brand Predictability
Performance of brand
associated with customer
expectations.
Knowledge of customer about
the brand.
Likert
Brand Competence
Ability to solve customer‘s
problem.
Coca-Cola compatible with
customer‘s needs.
Likert
Trust In Company
The Coca-Cola Company will
not deceive customer.
Likert
Company
Reputation
Good corporate reputation in
the customer‘s mind as
Multinational Corporation.
Likert
Company‘s Trust
Perceived Motives The attention of company to
customers.
Likert
Similarity between
consumer self-
concept.
There is similarity of brand with
customer emotion.
Likert
Brand Personality
Coca-Cola associated with
customer‘s personality.
Likert
Brand Liking
Customers like to the brand.
Likert
72
Variable Sub Variable Indicators Scale
Customer
Loyalty
(Y)
Oliver in
(Lovelock
and Wirtz
(2004:352)
Cognitive Loyalty
Coca-Cola is better than other
brand and associated with
customer desired.
The confidence of customer for
the brand.
Likert
Affective Loyalty
Highly consumer preference.
Highly consumer liking for the
brand.
ikert
Conative Loyalty
Highly purchase intention to the
brand.
Likert
Action Loyalty
The existence of repeat
purchases in the future.
Recommend to other.
Likert
73
CHAPTER IV
ANALYSIS
A. General Description of Research Object
1. History of Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and
vending machines in more than 200 countries. Coca-Cola soft drink was
created by Dr. John S. Pemberton, a pharmacist from Atlanta, Georgia,
USA, in May 1886. The Coca-Cola Company was founded in 1892 by Asa
G. Chandler in Atlanta, who also patented the Coca-Cola trademark. This
company is the main of all the bottling company that owns the trademark
Coca-Cola throughout the country in the world by providing the raw
material concentrates. President of Coca-Cola Company (1919-1955),
Robert W. Woudruff, is the person who first introduced the idea that Coca-
Cola drinks can be enjoyed not only by Americans, but also to be
consumed by the entire nation in the world. To realize this idea, then in
1929 founded The Coca-Cola Export Cooperation, the company that
handles the sale of beverages throughout the country in the world with
quality based, flavor, and the same freshness.
(www.thecocacolacompany.com)
2. History of Coca-Cola Amatil Indonesia (CCAI)
Coca-Cola Amatil Indonesia (CCAI) has been operating in Indonesia
since 1992 and provides all the company product variants, including
73
74
bottled water in all parts of the country except North Solawesi. CCAI
owns and operates 9 bottling plants, in Cibitung, Cikedokan, Bandung,
Semarang, Surabaya, Bali, Medan, Padang and Lampung. Coca-Cola
Amatil Indonesia (CCAI) is a leading manufacturer and distributor of non-
alcoholic ready to drink beverages and has been operating in Indonesia
since 1991. It manufacturers and distributes under license, the trade market
products of the Coca-Cola Company. (www.cocacolaamatil.com)
Currently, the number of employees of Coca-Cola Bottling Indonesia has
reached 10,000 employees with a total production of 1500 bottles per hour -
millions of crates per year. Products of Coca-Cola is sold and distributed to more
than 400,000 outlets in more than 120 sales centers spread all over Indonesia. It is
estimated more than 80% products of Coca-Cola Bottling sold through retailers
and wholesalers in which 90% of them are included in the category of small
business entrepreneurs, and they employ less than five employees with annual
turnover of less than Rp. 1 billion. According to Stuart Comino, Acting President
Director of CCAI, has inaugurated a new production line and construction of
Regional Distribution Center in an area of 11,000 square meters factory CCAI
Medan, Factory located in an area of 50,000 square meters has 4 production
machines, with a production capacity of up to 30,000 crates per day. Medan is
second factory of this year that equipped with the Regional Distribution Center
facility. CCAI also has built larger Regional Distribution Center in Cibitung-
Bekasi which has been operating in early 2013, and plans to build a regional
distribution center in Semarang which is targeted for completion in July 2014.
(www.cocacolaamatil.com)
75
3. General Description of Coca-Cola
The Coca-Cola Company has, on occasion, introduced other cola
drinks under the Coke brand name. The most common of these is Diet
Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-
Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special
versions with lemon, lime or coffee.
Based on Interbrand's best global brand 2011, Coca-Cola was the
world's most valuable brand.
Table 4.1
General Description of Coca-Cola
Type Soft drink (Cola)
Manufacturer The Coca-Cola Company
Founder (s) John S. Pemberton
Country of origin United States
Introduced 1886
Area served Over 200 Countries
Color Caramel E-150 d
Flavors Cola, Cola Green Tea, Cola Lemon,
Cola Lemon Lime, Cola Lime, Cola
Orange and Cola Raspberry
Employees 92,400
Servings per day 1.6 Billion
Source: www.coca-cola.com
76
4. Organization Structure
Figure 4.1
Organization Structure of Coca-Cola
Source: www.thecocacolacompany.com
Managing Director
Chief Operating
Officer (sales)
Director Operating
Director Operating
Quality
Control
Management
Sales and
Marketing
Manager
HR
Manager
Distribution
and Logistic
Manager
Accounts
Manager
Production
Manager
Assistant
Manager
Executive
Manager
Senior Officer
Sales Manager
Marketing Dev.
Officer
Regional Sales
Manager
Driver
Sales and
Marketing
Officer
77
5. Vision and Mission
a. Vision
Coca-Cola‘s vision guides every aspects of Coca-Cola‘s business by
describing what their need to accomplish in order to continue achieving
sustainable growth.
1) People: be a great place to work where people are inspired to be the
best they can be.
2) Portfolio: bring to the world a portfolio of quality beverages brands
that anticipate and satisfy people‘s desires and needs.
3) Partners: nurture a winning network of customers and suppliers,
together they create mutual, enduring value.
4) Planet: be a responsible citizen that makes a differently by helping
build and support sustainable communities.
5) Profit: maximize long-term return to share owners while being
mindful of their overall responsibilities.
6) Productivity: be a highly effective, lean and fast moving
organization.
b. Mission
1) To refresh the world, in body, mind and spirit
2) To inspirit moments of optimism, through their brands and their
actions
3) To create value and make a difference, everywhere their engage
78
6. Market Share of Coca-Cola
Coca-Cola is now one of the largest corporations in the world, with a
global workforce of over 90,000 and revenues of $31.9 billion in revenues
in 2008.
Table 4.2
Market Share of Coca-Cola
Sales and Income
Data in Millions
2004
2005
2006
2007
2008
Net Sales $ 21,742 $ 23,104 $ 24,088 $ 28,857 $ 31,944
Net Income
(Profits)
$ 4,847 $ 4,872 $ 5,080 $ 5,981 $ 5,807
Unit Sold in
Billions
19.8 20.6 21.4 22.7 23.7
Source: www.the cocacolacompany.com
7. Global Unit Sales of Coca-Cola
The global unit sale of Coca-Cola Company is increasing from last
years. The data of the global unit sale of the Coca-Cola Company can be
represented by the following chart.
Figure 4.2
Global Sales of Coca-Cola
Source: www.the cocacolacompany.com
79
B. Analysis and Discussion
1. General Description of Respondents
Respondents in this study were consumers of Coca-Cola Company in
north Jakarta. Based on data from 60 respondents who bought a through
survey methods of data collection by questionnaire the characteristic of
respondents obtained based on gender, age occupation and income per
month. This grouping is done with the following purposes:
a. Can clearly describe in full respondent in this research.
b. As the arguments supporting the decision-making research.
The characteristic of respondents as object the research one by one can be
described as follows:
a. General Descriptions of Respondents Based on Gender
From distributing a questionnaire to consumers of Coca-Cola,
researcher got the descriptions about gender from respondents as
follows:
Table 4.3
Gender
Gender Total
Male 34
Female 26
TOTAL 60
Source: primary data 2013
Based on table 4.3 above can be seen that the percentage of male
respondents was larger than female respondents, with the number of
respondents male gender for 34 people and the number of respondents
female gender for 26 people.
80
b. Based on Age
From distributing a questionnaire to consumers of Coca-Cola,
researcher got the descriptions about age from respondents as follows:
Table 4.4
Age
Age Total
7-15 years 3 people
16-25 years 5 people
26-35 years 37 people
36-45 years 13 people
46-55 years 2 people
TOTAL 60 people
Source: primary data 2013
Based on table 4.4 above can be seen that the most respondents are
age 26-35 years as many as 37 people or 37%. Than, respondents with
age 36-45 years are 13 people or 13%, 16-25 years as many as 5 people
or 5%, 7-15 years as many as 3 people or 3% and 46-55 years as many
as 2 people or 2%.
c. Based on Occupations
From distributing a questionnaire to consumers of Coca-Cola,
researcher got the descriptions about jobs from respondents as follows:
Table 4.5
Jobs
Occupations Total
Students 8 people
Civil Servant 30 people
Private Employee 9 people
Housewife 11 people
Others………… 2 people
TOTAL 60 people
Source: primary data 2013
81
Based on table 4.5 above can be seen that the most respondents are
civil servant as many as 30 people or 30%. Than, housewife respondents
as many as 11people or 11%, private employee respondents as many as
9 people or 9%, student respondents as many as 8 people or 8% and
other respondents 2 people or 2%.
d. Based on Income Per Month
From distributing a questionnaire to consumers of Coca-Cola,
researcher g got the descriptions about income per month from
respondents as follows:
Table 4.6
Income per Month
Income Per Month Total
> Rp. 999,999,- 4 people
Rp. 1,000,000 ,- - Rp. 2,999,999,- 3 people
Rp. 3,000,000,- - Rp. 4,999,999,- 15 people
Rp. 5,000,000,- - Rp. 6,999,999,- 21 people
Rp. 7,000,000,- - Rp. 8,999,999,- 9 people
Rp. 9,000,000,- - Rp. 10,999,999,- 5 people
> Rp. 11,000,000,- 3 people
TOTAL 60 people
Source: primary data 2013
Based on table 4.6 above can be seen that the largest percentage
characteristics of income respondents are Rp. 5,000,000,- - Rp.
6,999,999,- as many as 21 people or 21%, than, income respondents Rp.
3,000,000,- - Rp. 4,999,999,- as many as 15 people or 15%, income
respondents Rp. 7,000,000,- - Rp. 8,999,999,- as many as 9 people or
9%, income respondents Rp. 9,000,000,- - Rp. 10,999,999,- as many as 5
82
people or 5%, income respondents > Rp. 999,999,- as many as 4 people
or 4%, income respondents > Rp. 11,000,000,- as many as 3 people or
3%, and income respondents Rp. 1,000,000 ,- - Rp. 2,999,999,- as many
as 3 people or 3%.
2. Analysis
a. Validity and Reliability Test
1) Validity Test
Before the questionnaires have been distributed to 60
respondents, the researcher attempted try out or survey to 30
respondents with 39 questions to test validity and reliability from the
entire questionnaires. The questionnaires classified into four
variables which are customer value, customer satisfaction, trust in
brand and customer loyalty.
According to Duwi Priyatno (2010:90) in the determination of
whether or not an items that are to be used, usually done on the
significance of the correlation coefficient test on minimum correlation
of 0.30, meaning that an item is considered valid if the total score is
greater than 0.30.
Table 4.7
The Result of Try-Out for Validity
Name of
Variable
Indicator Item
Correlation
Description
Customer Value
CV 1 Coca-Cola non alcoholic soft drink.
0.644 Valid
83
Name of
Variable
Indicator Item
Correlation
Description
CV 2 Coca-Cola do not acute health effect 0.695 Valid
CV 3 Coca-Cola as source of increasing
calories in the body. 0.702 Valid
CV 4 Coca-Cola has a good reputation as Soft
Drink Company.
0.626 Valid
CV 5 Coca-Cola has never got involve with
deception case.
0.710 Valid
CV 6 I feel relaxed when i consumed Coca-
Cola 0.870 Valid
CV 7 I feel secure when i consumed Coca-
Cola 0.732 Valid
CV 8 I feel excite when i consumed Coca-
Cola 0.806 Valid
Customer Satisfaction
CS 1 Coca-Cola does not contain microbe and
chemical contamination. 0.770 Valid
CS 2 Coca-Cola always mentions production
code and date of expired. 0.583 Valid
CS 3 I feel fresh with Coca-Cola product. 0.870 Valid
CS 4 I like design of Coca-Cola 0.651 Valid
CS 5 I like Coca-Cola‘s aromatic 0.689
Valid
CS 6 I feel proud when I consumed Coca-
Cola 0.677
Valid
CS 7 I believe with Coca-Cola 0.839
Valid
CS 8 Coca-Cola achievable price
0.801
Valid
CS 9 Coca-Cola‘s price associated with my
quality expectations.
0.708
Valid
CS 10 Coca-Cola has cheap price 0.619
Valid
CS 11 Coca-Cola is easy to find 0.792
Valid
84
Name of
Variable
Indicator Item
Correlation
Description
Trust in Brand
TB 1 Coca-Cola has a good reputation 0.806
Valid
TB 2 I know positive news about soft drink
brand 0.853
Valid
TB 3 Coca-Cola as soft drink associated with
my expectation 0.920
Valid
TB 4 I know Coca-Cola product 0.751 Valid
TB 5 Coca-Cola able to loss my thirsty 0.849 Valid
TB 6 Coca-Cola associated with my needs 0.859
Valid
TB 7 I believe that this company will not try
to cheat me 0.880 Valid
TB 8 Coca-Cola has good reputation as
multinational company 0.838 Valid
TB 9 Coca-Cola attentive my self 0.839
Valid
TB 10 I believe with Coca-Cola 0.873 Valid
TB 11 This brand image as I see / judge my
self 0.821
Valid
TB 12 If this brand is human, I will love him as
myself 0.856 Valid
TB 13 I like Coca-Cola‘s brand 0.829 Valid
Customer Loyalty
CL 1 Coca-Cola is better than other brand and
associated with my desired. 0.844 Valid
CL 2 I feel confidence with Coca-Cola brand 0.866 Valid
CL 3 I prefer Coca-Cola than others 0.780 Valid
CL 4 I really like Coca-Cola 0.842 Valid
CL 5 I intend to continue to buy Coca-Cola 0.865 Valid
CL 6 I will consume Coca-Cola all the time 0.836
Valid
CL 7 I will recommend the company to my
relatives or friends. 0.879 Valid
Source: Primary Data Output from SPSS 20
85
From the table above, it can be seen that all of the results from
variable customer value, customer satisfaction, trust in brand and
customer loyalty questions are valid, because the score corrected
item-total correlation is > 0.30.
2) Reliability Test
Reliability test conducted by researcher to measures the
consistency of the questions that include in the questionnaires on the
variables. According to (Malhotra, 2009:330), a questionnaire is
considered reliable when Cronbach's alpha test reached 0,6 or more.
The table below shows the reliability test result.
Table 4.8
The Result of Try-Out for Reliability
No Variable Cronbach Alpha Description
1 Customer Value 0.910 Reliable
2 Customer Satisfaction 0.934 Reliable
3 Trust in Brand 0.972 Reliable
4 Customer Loyalty 0.954 Reliable
Source: Primary Data Output from SPSS 20
From the table above, it can be seen that the result from all
variable of customer value, customer satisfaction, trust in brand and
customer loyalty are reliable because the score of Cronbach alpha is
> 0.60.
86
b. Descriptive Analysis
From the characteristics of the respondents who already known, then
researchers will analyze the answers of a questionnaire that was
distributed to 60 respondents which is a sample of research and 30
respondents as try out, that the respondents who never consume Coca-
Cola brand products. Analysis includes questionnaires statement items
that are indicators of the variables under research as follows:
1) Descriptive variable customer value
The questionnaires completed by the respondents about customer
value variable show the following result:
Table 4.9
Coca-Cola Non Alcoholic Soft Drink.
Frequency Percentage
Neutral 1 1.7
Agree 27 45
Strongly Agree 32 53.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.9 above 1 respondent or 1.7% stated neutral,
27 respondents or 45% stated agree and 32 respondents or 53.3%
stated strongly agree on the statement Coca-Cola non alcoholic soft
drink.
Table 4.10
Coca-Cola Do Dot Acute Health Effect
Frequency Percentage
Neutral 15 25
Agree 23 38.3
Strongly Agree 22 36.7
Total 60 100
Source: Primary Data Output from SPSS 20
87
As shown in the table 4.10 above 15 respondent or 25% stated
neutral, 23 respondents or 38.3% stated agree and 22 respondents or
36.7% stated strongly agree on the statement Coca-Cola do not acute
health effect.
Table 4.11
Coca-Cola as Source of Increasing Calories in the Body
Frequency Percentage
Neutral 2 3.3
Agree 26 43.3
Strongly Agree 32 53.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.11 above 2 respondents or 3.3% stated
neutral, 26 respondents or 43.3% stated agree and 15 respondents or
50% stated strongly agree on the statement Coca-Cola as source of
increasing calories in the body.
Table 4.12
Coca-Cola Has a Good Reputation as Soft Drink Company
Frequency Percentage
Disagree 1 1.7
Neutral 10 16.7
Agree 21 35
Strongly Agree 28 46.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.12 above 1 respondents or 1.7% stated
disagree, 10 respondents or 16.7% stated neutral, 21 respondents or
35% stated agree, and 28 respondents or 46.7% stated strongly agree
on the statement Coca-Cola has a good reputation as Soft Drink
Company.
88
Table 4.13
Coca-Cola Has Never Got Involve With Deception Case
Frequency Percentage
Neutral 14 23.3
Agree 27 45
Strongly Agree 19 31.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.13 above 14 respondents or 23.3% stated
neutral, 27 respondents or 45% stated agree and 19 respondents or
31.7% stated strongly agree on the statement Coca-Cola has never
got involve with deception case.
Table 4.14
Customer Feel Relaxed When Consume Coca-Cola Product
Frequency Percentage
Neutral 4 6.7
Agree 31 51.7
Strongly Agree 25 41.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.14 above 4 respondents or 6.7% stated
neutral, 31 respondents or 51.7% stated agree and 25 respondents or
41.7% stated strongly agree on the statement customer feel relaxed
when consume Coca-Cola product.
Table 4.15
Customer Feel Secured With Coca-Cola Product
Frequency Percentage
Disagree 1 1.7
Neutral 13 21.7
Agree 29 48.3
Strongly Agree 17 28.3
Total 60 100
Source: Primary Data Output from SPSS 20
89
As shown in the table 4.15 above 1 respondent or 1.7% stated
disagree, 13 respondents or 21.7% stated neutral, 29 respondents or
48.3% stated agree, and 17 respondents or 28.3% stated strongly
agree on the statement customer feel secured with Coca-Cola
product.
Table 4.16
Customer Feel Excited When Consume Coca-Cola
Frequency Percentage
Neutral 4 6.7
Agree 26 43.3
Strongly Agree 30 50
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.16 above 4 respondents or 6.7% stated
neutral, 26 respondents or 43.3% stated agree and 30 respondents or
50% stated strongly agree on the statement customer feel excited
when consume Coca-Cola.
2) Descriptive variable customer satisfaction
The questionnaires completed by the respondents about customer
value variable show the following result:
Table 4.17
Coca-Cola Does Not Contain Microbe and Chemical Contamination
Frequency Percentage
Disagree 15 25
Neutral 32 53.3
Agree 13 21.7
Total 60 100
Source: Primary Data Output from SPSS 20
90
As shown in the table 4.17 above 15 respondents or 25% stated
disagree, 32 respondents or 53.3% stated neutral and 13 respondents
or 21.7% stated strongly agree on the statement Coca-Cola does not
contain and chemical contamination.
Table 4.18
Coca-Cola Always Mentions Production Code and Date Of Expired
Frequency Percentage
Neutral 6 10
Agree 31 51.7
Strongly Agree 23 38.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.18 above 6 respondents or 10% stated
neutral, 31 respondents or 51.7% stated agree and 23 respondents or
38.3% stated strongly agree on the statement Coca-Cola always
mentions production code and date of expired.
Table 4.19
Customers Feel Fresh With Coca-Cola Product
Frequency Percentage
Disagree 2 3.3
Neutral 11 18.3
Agree 31 51.7
Strongly Agree 16 26.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.19 above 2 respondents or 3.3% stated
disagree, 11 respondents or 18.3% stated neutral, 31 respondents or
51.7% stated agree and 16 respondents or 26.7% stated strongly
agree on the statement customers feel fresh with Coca-Cola product.
91
Table 4.20
Customer like Design of Coca-Cola
Frequency Percentage
Disagree 2 3.3
Neutral 6 10
Agree 29 48.3
Strongly Agree 23 38.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.20 above 2 respondents or 3.3% stated
disagree, 6 respondents or 10% stated neutral, 29 respondents or
68.3% stated agree and 23 respondents or 38.3% stated strongly
agree on the statement customer like design of Coca-Cola.
Table 4.21
Customer like Aroma of Coca-Cola
Frequency Percentage
Neutral 9 15
Agree 32 53.3
Strongly Agree 19 31.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.21 above 9 respondents or 15% stated
neutral, 32 respondents or 53.3% stated agree and 19 respondents or
31.7% stated strongly agree on the statement customer like aroma of
Coca-Cola.
Table 4.22
Customer Feel Proud When Consumed Coca-Cola
Frequency Percentage
Disagree 5 8.3
Neutral 17 28.3
Agree 29 48.3
Strongly Agree 9 15
Total 60 100
Source: Primary Data Output from SPSS 20
92
As shown in the table 4.22 above 5 respondents or 8.3% stated
disagree, 17 respondents or 28.3% stated neutral, 29 respondents or
48.3% stated agree and 9 respondents or 15% stated strongly agree
on the statement customer feel proud when consumed Coca-Cola.
Table 4.23
Customer Believe With Coca-Cola
Frequency Percentage
Disagree 4 6.7
Neutral 11 18.3
Agree 30 50
Strongly Agree 15 25
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.23 above 4 respondent or 6.7% stated
disagree, 11 respondents or 18.3% stated neutral, 30 respondents or
50% stated agree, and 15 respondents or 25% stated strongly agree
on the statement customer believe with Coca-Cola.
Table 4.24
Coca-Cola Achievable Price
Frequency Percentage
Disagree 2 3.3
Neutral 9 15
Agree 34 56.7
Strongly Agree 15 25
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.24 above 2 respondents or 3.3% stated
disagree, 9 respondents or 15% stated neutral, 34 respondents or
56.7% stated agree and 15 respondents or 25% stated strongly agree
on the statement Coca-Cola achievable price.
93
Table 4.25
Coca-Cola‘s Price Associated with the Customer Quality
Expectations
Frequency Percentage
Neutral 12 20
Agree 28 46.7
Strongly Agree 20 33.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.25 above 12 respondents or 20% stated
neutral, 28 respondents or 46.7% stated agree and 20 respondents or
33.3% stated strongly agree on the statement Coca-Cola‘s price
associated with the customer quality expectations.
Table 4.26
Coca-Cola Has Cheap Price
Frequency Percentage
Disagree 2 3.3
Neutral 6 10
Agree 29 48.3
Strongly Agree 23 38.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.26 above 1 respondent or 3.3% stated
disagree, 11 respondents or 36.7% stated neutral, 12 respondents or
40% stated agree and 6 respondents or 20% stated strongly agree on
the statement Coca-Cola has cheap price.
Table 4.27
Coca-Cola Is Easy To Find
Frequency Percentage
Disagree 2 3.3
Neutral 4 6.7
Agree 32 53.3
Strongly Agree 22 36.7
Total 60 100
Source: Primary Data Output from SPSS 20
94
As shown in the table 4.27 above 2 respondents or 3.3% stated
disagree, 4 respondents or 6.7% stated neutral, 32 respondents or
53.3% stated agree and 22 respondents or 36.7% stated strongly
agree on the statement Coca-Cola is easy to find.
3) Descriptive variable trust in brand
The questionnaires completed by the respondents about customer
value variable show the following result:
Table 4.28
Coca-Cola Has a Good Reputation
Frequency Percentage
Disagree 4 6.7
Neutral 18 30
Agree 24 40
Strongly Agree 14 23.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.28 above 4 respondents or 6.7% stated
disagree, 18 respondents or 30% stated neutral, 24 respondents or
40% stated agree and 14 respondents or 23.3% stated strongly agree
on the statement Coca-Cola has a good reputation.
Table 4.29
Customer Know Positive News about Coca-Cola Soft Drink
Frequency Percentage
Disagree 4 6.7
Neutral 12 20
Agree 29 48.3
Strongly Agree 15 25
Total 60 100
Source: Primary Data Output from SPSS 20
95
As shown in the table 4.29 above 4 respondents or 6.7% stated
disagree, 12 respondents or 20% stated neutral, 29 respondents or
48.3% stated agree and 15 respondents or 25% stated strongly agree
on the statement customer know positive news about Coca-Cola soft
drink.
Table 4.30
Coca-Cola as Soft Drink Associated with Customer‘s Expectation
Frequency Percentage
Disagree 4 6.7
Neutral 13 21.7
Agree 32 53.3
Strongly Agree 11 18.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.30 above 4 respondents or 6.7% stated
disagree, 13 respondents or 21.7% stated neutral, 32 respondents or
53.3% stated agree and 11 respondents or 18.3% stated strongly
agree on the statement Coca-Cola as soft drink associated with
customer‘s expectation.
Table 4.31
Customer Know About Coca-Cola Product
Frequency Percentage
Disagree 5 8.3
Neutral 8 13.3
Agree 27 45
Strongly Agree 20 33.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.31 above 5 respondents or 8.3% stated
disagree, 8 respondents or 13.3 % stated neutral, 27 respondents or
96
45% stated agree and 20 respondents or 33.3% stated strongly agree
on the statement customer know about Coca-Cola product.
Table 4.32
Coca-Cola Able to Loss Thirsty of Customer
Frequency Percentage
Disagree 4 6.7
Neutral 3 5
Agree 21 35
Strongly Agree 32 53.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.32 above 4 respondents or 6.7% stated
disagree, 3 respondents or 5% stated neutral, 21 respondents or 35%
stated agree and 32 respondents or 53.3% stated strongly agree on
the statement Coca-Cola able to loss thirsty of customer.
Table 4.33
Coca-Cola Associated With Customers Need
Frequency Percentage
Disagree 7 11.7
Neutral 3 5
Agree 39 65
Strongly Agree 11 18.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.33 above 7 respondents or 11.7% stated
disagree, 3 respondents or 5% stated neutral, 39 respondents or 65%
stated agree and 11 respondents or 18.3% stated strongly agree on
the statement Coca-Cola associated with customers need.
97
Table 4.34
The Coca-Cola Company Will Not Deceive Customer
Frequency Percentage
Disagree 4 6.7
Neutral 10 16.7
Agree 36 60
Strongly Agree 10 16.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.34 above 4 respondents or 6.7% stated
disagree, 10 respondents or 16.7% stated neutral, 36 respondents or
60% stated agree and 10 respondents or 16.7% stated strongly agree
on the statement the Coca-Cola company will not deceive customer.
Table 4.35
Coca-Cola Has a Good Reputation as Multinational Company
Frequency Percentage
Disagree 4 6.7
Neutral 3 5
Agree 40 66.7
Strongly Agree 13 21.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.35 above 4 respondents or 6.7% stated
disagree, 3 respondents or 5% stated neutral, 40 respondents or
66.7% stated agree and 13 respondents or 21.7% stated strongly
agree on the statement Coca-Cola has a good reputation as
multinational company.
98
Table 4.36
Coca-Cola Attentive the Customer
Frequency Percentage
Disagree 2 3.3
Neutral 15 25
Agree 35 58.3
Strongly Agree 8 13.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.36 above 2 respondents or 3.3% stated
disagree, 15 respondents or 25% stated neutral, 35 respondents or
58.3% stated agree and 8 respondents or 13.3% stated strongly agree
on the statement Coca-Cola attentive the customer.
Table 4.37
Customer Believe With Coca-Cola
Frequency Percentage
Disagree 3 5
Neutral 9 15
Agree 40 66.7
Strongly Agree 8 13.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.37 above 2 respondents or 5% stated
disagree, 9 respondents or 15% stated neutral, 40 respondents or
66.7% stated agree and 8 respondents or 13.3% stated strongly agree
on the statement customer believe with Coca-Cola.
Table 4.38
Coca-Cola‘s Brand Image as Customer Judge Themselves
Frequency Percentage
Disagree 3 5
Neutral 14 23.3
Agree 31 51.7
Strongly Agree 12 20
Total 60 100
Source: Primary Data Output from SPSS 20
99
As shown in the table 4.38 above 3 respondents or 5% stated
disagree, 14 respondents or 23.3% stated neutral, 31 respondents or
51.7% stated agree and 12 respondents or 20% stated strongly agree
on the statement Coca-Cola‘s brand image as customer judge
themselves.
Table 4.39
If Coca-Cola Brand Is Human, Customer Will Love It as Themselves
Frequency Percentage
Disagree 5 8.3
Neutral 19 31.7
Agree 31 51.7
Strongly Agree 5 8.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.39 above 5 respondents or 8.3% stated
disagree, 19 respondents or 31.7% stated neutral, 31 respondents or
51.7% stated agree and 5 respondents or 8.3% stated strongly agree
on the statement if Coca-Cola brand is human, customer will love it
as themselves.
Table 4.40
Customer like Coca-Cola
Frequency Percentage
Disagree 2 3.3
Neutral 16 26.7
Agree 31 51.7
Strongly Agree 11 18.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.40 above 2 respondents or 3.3% stated
disagree, 16 respondents or 26.7% stated neutral, 31 respondents or
100
51.7% stated agree and 11 respondents or 18.3% stated strongly
agree on the statement customer like Coca-Cola.
4) Descriptive variable customer loyalty
The questionnaires completed by the respondents about customer
value variable show the following result:
Table 4.41
Coca-Cola Is Better Than Other Brand And Associated With
Customer Desired
Frequency Percentage
Strongly Disagree 2 3.3
Disagree 1 1.7
Neutral 19 31.7
Agree 28 46.7
Strongly Agree 10 16.7
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.41 above 2 respondents or 3.3% stated
strongly disagree, 1 respondent or 1.7% stated disagree, 19
respondents or 31.7% stated neutral, 28 respondents or 46.7% stated
agree, and 10 respondents or 16.7% stated strongly agree on the
statement Coca-Cola is better than other brand and associated with
customer desired.
Table 4.42
Customer Confidence with Coca-Cola Brand
Frequency Percentage
Strongly Disagree 1 1.7
Disagree 2 3.3
Neutral 13 21.7
Agree 41 68.3
Strongly Agree 3 5
Total 60 100
Source: Primary Data Output from SPSS 20
101
As shown in the table 4.42 above 1 respondent or 1.7% stated
strongly disagree, 2 respondents or 3.3% stated disagree, 13
respondents or 21.7% stated neutral, 41 respondents or 68.3% stated
agree, and 3 respondents or 5% stated strongly agree on the
statement customer confidence with Coca-Cola brand.
Table 4.43
Customer Prefer Coca-Cola than Others
Frequency Percentage
Strongly Disagree 1 1.7
Neutral 22 36.7
Agree 34 56.7
Strongly Agree 3 5
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.43 above 1 respondent or 1.7% stated
strongly disagree, 22 respondents or 36.7% stated neutral, 34
respondents or 56.7% stated agree and 3 respondents or 5% stated
strongly agree on the statement customer prefer Coca-Cola than
others.
Table 4.44
Customer Really Like Coca-Cola
Frequency Percentage
Strongly Disagree 1 1.7
Disagree 2 3.3
Neutral 20 33.3
Agree 29 48.3
Strongly Agree 8 13.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.44 above 1 respondent or 1.7% stated
strongly disagree, 2 respondents or 3.3% stated disagree, 20
respondents or 33.3% stated neutral, 29 respondents or 48.3% agree
102
and 8 respondents or 13.3% stated strongly agree on the statement
customer really like Coca-Cola.
Table 4.45
Customer Will Intend To Buy Coca-Cola
Frequency Percentage
Strongly Disagree 2 3.3
Disagree 1 1.7
Neutral 10 16.7
Agree 44 73.7
Strongly Agree 3 5
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.45 above 2 respondents or 3.3% stated
strongly disagree, 1 respondent or 1.7% stated disagree, 10
respondents or 16.7% stated neutral, 44 respondents or 73.7% agree
and 3 respondents or 5% stated strongly agree on the statement
customer will intend to buy Coca-Cola.
Table 4.46
Customer Will Consume Coca-Cola All the Time
Frequency Percentage
Strongly Disagree 1 1.7
Disagree 3 5
Neutral 11 18.3
Agree 43 71.7
Strongly Agree 2 3.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.46 above 1 respondent or 1.7% stated
strongly disagree, 3 respondents or 5% stated disagree, 11
respondents or 18.3% stated neutral, 43 respondents or 71.7% agree
and 2 respondents or 3.3% stated strongly agree on the statement
customer will consume Coca-Cola all the time.
103
Table 4.47
Customer Will Recommend Coca-Cola to Their Relatives or Friends
Frequency Percentage
Strongly Disagree 1 1.7
Disagree 3 5
Neutral 4 6.7
Agree 44 73.7
Strongly Agree 8 13.3
Total 60 100
Source: Primary Data Output from SPSS 20
As shown in the table 4.47 above 1 respondent or 1.7% stated
strongly disagree, 3 respondents or 5% stated disagree, 4 respondents
or 6.7% stated neutral, 44 respondents or 73.7% agree and 8
respondents or 13.3% stated strongly agree on the statement
customer will recommend Coca-Cola to their relatives or friends.
c. Classical Assumption Test
1) Normality Test
(a) P-P Plot
Figure 4.3
Normality Test Result
Source: Primary Data Output from SPSS 20
104
Normality data test aims to know the distribution of data in the
variables that use in the research. A good data used in the research is
data, which has a normal distribution. Normality data can be seen
from various ways, which is by looking at the normal curve of Q-Q
plot. A normal variable is when the diagram of distribution with the
dots spread around the diagonal line, and the spreading of dots data
is one same along diagonal line, it can be said that the data has a
normal distribution.
Based on figure 4.3, it can be seen that the plots are distributed
along the diagonal line. Thus, can be concluded that the data used in
this research has a normal distribution.
(b) One Sample Kolmogrov Smirnov
Table 4.48
Normality Test Result
One-Sample Kolmogorov-Smirnov Test
Unstandardiz
ed Residual
N 60
Normal Parametersa,b
Mean 0E-7
Std.
Deviation 2.37585420
Most Extreme
Differences
Absolute 0.136
Positive 0.136
Negative -0.050
Kolmogorov-Smirnov Z 1.052
Asymp. Sig. (2-tailed) 0.218
a. Test distribution is Normal.
b. Calculated from data.
Source: Primary Data Output from SPSS 20
105
Based on table 4.48 above, can be seen that the value of
signification (Asymp. Sig. 2-tailed) is 0.218. It means the
signification more than 0.05 (0.218 > 0.05), thus residual value
shows normal distribution. So, the regression model requires
normality assumes.
2) Multicolinearity Test
Table 4.49
Multicolinearity Statistics
Variable
Collinearity Statistics
Tolerance VIF
Customer Value 0.372 2.688
Customer Satisfaction 0.283 3.529
Trust in Brand 0.647 1.545
Source: Primary Data Output from SPSS 20
Multicolinearity test aims to test a correlation among the
independent variable in the regression model. A good regression
model should have no correlation among the independent variable.
Analyze data tolerance value shows there is no independent variable
which has tolerance value less than 0.10, that means there is no
correlation among independent variables that have a value higher
than 95 percent. On the other hand VIF column shows similar things
that there is no independent variable that has VIF value higher than
106
10, thus, it can be concluded, that there is no multicolinearity among
independent variables in regression model.
3) Heteroskesdasticity Test
Figure 4.4
Heteroskesdasticity
Source: Primary Data Output from SPSS 20
According to Duwi Priyatno (2012:165) a multiple linear
regression is free of heteroskesdasticity if:
a. there is no clear pattern
b. point spread above and below zero on the Y axis
Heteroskesdasticity test is aimed to examine whether in the
model occurs any residual variance in certain monitoring period to
another monitoring period. If the characteristic is fulfilled, it means
that the factors of intruder variation toward the data have the
characteristic of heteroskesdasticity. A good model is
homokesdasticity, not heteroskesdasticity.
From the Scatter plot diagram in figure 4.4 above it can be seen
that the dots are spread widely, below and above the number of 0, or
107
in other words, it is not grouping in one side only, but in both sides.
The dots also have no pattern. Thus, it can be concluded that this
data are free from heteroskesdasticity problem.
d. Multiple Linear Regressions
Regression analysis is mainly used for seen an association between
one or more independent variables of dependent variable. Regression
was used for prediction purposes how much influence the independent
variables of dependent variable.
The calculation of statistics in regression analysis used in this study
is to use aid computer program SPSS 20 for windows. A summary of
the results of the data processing by using the SPSS program can be
seen in table 4.50:
Table 4.50
Result of Multiple Linear Regressions
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B
Std.
Error Beta
1 (Constant) 8.158 1.736 4.700 0.000
Customer
Value
0.284 0.066 0.440 4.324 0.000
Customer
Satisfactio
n
0.232 0.046 0.588 5.048 0.000
Trust in
Brand
-0.108 0.038 -0.216 -2.805 0.007
a. Dependent Variable: Customer Loyalty
Source: Primary Data Output from SPSS 20
108
From this result, when written in the form of standardized regression
equation is as follows:
Y = 0.284 X1 + 0.232 X2 – 0.108 X3
Where:
Y = Customer loyalty
X1 = Customer value variable
X2 = Customer satisfaction variable
X3 = Trust in brand variable
1) Coefficient Determination (R²)
Table 4.51
Coefficient Determination
Model Summaryb
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 0.886a 0.784 0.773 2.439
a. Predictors: (Constant), Trust in Brand, Customer Value,
Customer Satisfaction
b. Dependent Variable: Customer Loyalty
Source: Primary Data Output from SPSS 20
The correlation coefficient (R) shows how much the relationship
between the independent variables simultaneously with the dependent
variable. Correlation coefficient ranges from 0 to 1, if it is close to 1 then
the increasingly close relationship, but if it is close to 0 then the
relationship is getting weaker (Duwi Priyatno, 2012:134). From the
results as shown in the table 4.51, the number correlation (R) between
109
customer value, customer satisfaction, and trust in brand are 0.886. It
means that there is a strong relationship between independent variables
to dependent variable.
From table 4.51 coefficient determination (R²), the results of
calculation using SPSS 20 program can be seen that the adjusted R
square is 0.773. This means 77.3% independent variables customer value
(X1), customer satisfaction (X2), and trust in brand (X3) effect customer
loyalty as dependent variable (Y) and a rest 22.7% influenced by another
variable that is unknown and not included in this regression analysis.
e. t-Test (Partial)
Partial test or t test aims to determine how big the influence of each
independent variable (X) individually partially toward dependent
variable (Y). This research used two tailed test can be seen in table 4.50
(coefficient), by comparing the t table = -2.003/2.003 and signification
<0.05, the results of data processing using SPSS 20 are as follows:
1) Customer Value Variable
Ha: There is significant influence partially between customer value
and customer loyalty.
According to the table above, the obtained number of
significance (sig column) for variable x1 (customer value) is 0.000.
The number 0.000<0.05, therefore Ho rejected and Ha accepted. The
result of t test is 4.324 > t table 2.003. Therefore it can be concluded,
110
customer value (x1) has significant influence toward customer
loyalty (y).
The results from this research are concordant with the previous
research conducted by I Wayan Nusantara (2011) with the tittle ―The
Influence of Customer Value to Customer Satisfaction, Customer
Loyalty and Performance of Customer Relationship Management (A
Study of Halo Corporate PT. Telkomsel Bali)‖. The results
emphasized that customer value is the subordination of the customer
objectives, so the value will direct customer action, which is loyalty.
The results are also in accordance with research conducted by Wang
et al (2004) quoted by I Wayan Nusantara (2011:9), who obtained
the results that the functional value, social value and emotional value
of customers significantly influence on customer loyalty.
2) Customer Satisfaction Variable
Ha: There is significant influence partially between customer
satisfaction and customer loyalty.
According to the table above, the obtained number of
significance (sig column) for variable x2 (customer satisfaction) is
0.000. The number 0.000<0.05¸ therefore Ho rejected and Ha
accepted. The result of t test is 5.048 > t table 2.003. Therefore it can
be concluded, customer satisfaction (x2) has significant influence
toward customer loyalty (y).
111
The results from this research are concordant with the previous
research conducted by Mohammad Muzahid Akbar and Noorjahan
Parvez (2009) with the tittle ―Impact of Service Quality, Trust and
Customer Satisfaction on Customer Loyalty (Case Study on
customers of a major private telecommunication company of
Bangladesh)‖. The results of this research indicated significant
influence between customer satisfaction and customer loyalty.
The results also emphasized that the impact of customer
satisfaction on loyalty has been widely supported by references
related to marketing research. Satisfaction can be considered as a key
to establishing and maintaining loyalty, and a foundation for
customers to use website for a long period of time. High satisfaction
can enhance the possibility of recommending service by customers.
The results are also in accordance with research conducted by Wang
et al (2004) quoted by I Wayan Nusantara (2011:9), who obtained
the results that customer satisfaction significantly influence to
customer loyalty, it means that the higher satisfied customer of the
products consumed it would increase the loyal customers of the
brand or company product‘s.
3) Trust in Brand Variable
Ha: There is significant influence partially between trust in brand and
customer loyalty.
112
According to the table above, the obtained number of
significance (sig column) for variable x3 (trust in brand) is 0.007.
The number 0.007<0.05¸ therefore Ho rejected and Ha accepted. The
result of t test is -2.805<t table -2.003. Therefore it can be concluded,
trust in brand (x3) has significant influence toward customer loyalty
(y).
The results from this research stated that customer trust has
significant influence and negative toward customer loyalty. Negative
coefficient, it means there is negative relationship between trust in
brand variable with customer loyalty, if trust in brand rising would
be decreasing customer loyalty. The test results cannot be interpreted
directly just by looking at the numbers above, which means that if
the variable trust in brand goes up, then the loyal customer to
company will be reduced. This indicates that although customer
satisfaction has exceeded minimum expectations, but the condition is
still not give full confidence to company. This shows that consumer
trust is not a benchmark in enhancing customer loyalty.
The result is different with the previous research conducted by
Ropinov Saputro (2010) with the tittle ―The Influence of Product
Quality, Service Quality and Customer Trust toward Customer
Loyalty (Case Study on PT. Nusantara Sakti Demak). The result
shows that trust becomes the most important factor in the
113
relationship between a company and its customers and the
relationship between brands with customers.
f. F Test
Table 4.52
F Test
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 1212.214 3 404.071 67.945 0.000b
Residual 333.036 56 5.947
Total 1545.250 59
a. Dependent Variable: Customer Loyalty
b. Predictors: (Constant), Trust in Brand, Customer Value, Customer
Satisfaction
Source: Primary Data Output from SPSS 20
F Test basically indicates whether all the independent variables included
in the model have simultaneously influence toward dependent variable.
Hypothesis testing with F statistics can be done by comparing the calculated
F test with the value of F table 2.769 and significance <0.05.
Ha: There is significant influence simultaneously among variable of
customer value, customer satisfaction and trust in brand toward
customer loyalty.
From ANOVA test or F test is obtained F value test is 67.945 with
probabilities 0.000. The degree of freedom (df) for the F test is (df) n-k-1 =
60-3-1= 56. Thus the F table for F test is 2.769. It shows that F test =67.945
bigger than F table= 2.769, and the significance level 0.000<0.05. It means
114
that customer value, customer satisfaction and trust in brand have significant
influence simultaneously toward customer loyalty.
Lam et al., (2004) stated that in the recent research has explored
relationships between customer value perceptions and both satisfaction and
loyalty. If customer is satisfied he/she will buy the product again and again.
It is one of the very important factors that affect customers. According to
Mohammad Muzahid Akbar (2009:28) trust and customer satisfaction are
significantly and positively related to customer loyalty.
115
CHAPTER V
CONCLUSIONS AND IMPLICATION
A. Conclusions
The purpose of this research was to find out the roles of customer value,
customer satisfaction and trust in brand toward customer loyalty of Coca-
Cola. The statistical tests conducted by applying the SPSS software have
examined the results of 39 questions related with the role of customer value,
customer satisfaction and trust in brand towards customer loyalty from 60
customers of Coca-Cola especially in north Jakarta as respondents. Then
obtained conclusions are as follows:
1. Simultaneously, there are influences between customer value, customer
satisfaction and trust in brand toward customer loyalty. The search for F
value probabilities of the independent variable is less than alpha of the
research (t table). The alpha (t table) of this research is 5%. According to
the statistical test conducted by applying the SPSS software, the search
from ANOVA test or F test is obtained F value test is 67.945 with the
probabilities 0.000. It shows that all independent variables have F value
below 5% (0.05). The benefit of this research can be seen in the relation
between customer loyalty, customer value, customer satisfaction and trust
in brand.
2. In this research on customer value variable, the result shows that customer
value has significant influence partially toward customer loyalty.
115
116
3. In this research on customer satisfaction variable, the result shows that
customer satisfaction has significant influence partially toward customer
loyalty.
4. In this research on trust in brand variable, the result shows that trust in
brand has significant influence partially toward customer loyalty.
B. Implications
The implication of this research indicates that customer loyalty of Coca-
Cola in north Jakarta influenced by customer value, customer satisfaction and
trust in brand. The findings of this research shows that the customer value,
customer satisfaction and trust in brand explain 77.3% of customer loyalty of
Coca-Cola especially in north Jakarta. The rest of 22.7% is influenced by
other factors that are not included in this research, for example switching cost
and service quality.
The findings in this research lead to following recommendations:
In order to improve customer value, customer satisfaction and trust in brand
can be done by increasing the quality products, keep the company‘s reputation
and build closed relationship with customers.
a. The fact of customers expectation regarding the quality of Coca-Cola
products such as aroma, affordable and easy to obtain, are able to increase
customer satisfaction. The company should maintain the quality of
existing products, so customers remain loyal and do not move to other
companies. In order to improve the quality of the product with always
keep the characteristic of Coca-Cola ―non alcoholic soft drink‖. Due to the
117
good quality of products will lead to customer satisfaction on a product so
encouraging re-purchasing the same brand.
b. Beside increasing the quality of products but also the company should has
good image in the customer perspective. If the company has a good image
in the customer perspective, then the customer will give a positive
assessment on the companies that encourage them to loyal on the product.
Conversely, if the company has a bad image, the customer would give a
negative rating so that customers will switch to another product. It should
be noted Coca-Cola to always maintain the reputation of the company so
the customers do not move to another product. Because whether customers
might switch to another product as measure the attachment to customer
loyalty. Things to do the company image either by utilize the distribution
of fund, that by purchase one bottle of Coca-Cola it mean already
contribute of 100 rupiah for the society especially poor people that
socialization through social media or others.
c. Company should always maintain and enhance the trust of its customers. If
the customer's trust is not maintained and enhanced, the company will lose
loyal customers in the future. In order to keep the trust of customers,
company should build closed relationship with their customers, for
example the company gave reward to consumers, in the form of gift-giving
on a particular purchase contained in packaging.
118
REFERENCES
Afzal, Hasan, et. All., ―Consumer’s Trust in the Brand: Can it Be Built through
Brand Reputation, Brand Competence and Brand Predictability‖, CCSE
International Business Research, Vol. 3, No. 1, January 2010.
Akhter, Wahid, et. all., ―Factors affecting customer loyalty in Pakistan‖, Vol.5,
African Journal of Business Management, 2011.
ANZMAC. ―Do Quality, Value, Satisfaction and Loyalty Differ Amongst Different
Cultural Groups of KFC Customers?‖, ANZMAC, 2009.
Bansal, S. & Gupta, G., ―Building Customer Loyalty Business-to-Business
Commerce‖. Tata McGraw-Hill, New Delhi, 2001.
Bennet, R., and Rundle-Thiele, S. ―Customer satisfaction should not be the only
goal‖. Journal of Service Marketing, 2004.
Bitner, M. J. & Zeithaml, V. A. ―Service Marketing”,3th edition, Tata McGraw
Hill, New Delhi, 2003.
Bowen, J. T. & Chen, S. L., ―The Relationship between Customer Loyalty and
Customer Satisfaction‖, International Journal of Contemporary Hospitality
Management, 2001.
Cooper, Donald, and Pamela S. Schindler,‖ Marketing Research”, McGraw-Hill
United State, 2006.
Dominici, Gandolfo and Rosa Guzzo, ―Customer Satisfaction in the Hotel
Industry: A Case Study from Sicily,‖ Vol. 2, CCSE, No. 2, November 2010.
Douglas, A. Lind, et.al., ―Statistical Techniques in Business and Economics”
Fourteenth Edition, McGraw-Hill United State, 2010.
Hoq MZ, Amin M. ―The role of customer satisfaction to enhance customer
loyalty‖. International Business Research Vol. 3 No.1, January 2010.
J. Best, Roger, ―Market-Based Management Strategies for Growing Customer
Value and Profitability‖, Fourth Edition, Pearson Prentice Hall, 2005.
Kaveh, Mojtaba, ―Role of trust in explaining repurchase intention,‖ Vol.6,
African Journal of Business Management, 2012.
Kim M K, Park M C and Jeong D H, "The Effects of Customer Satisfaction and
Swithching Barrier on Customer Loyalty in Korean Mobile
Telecommunication Services", Telecommunication Policy, Vol. 28, 2004.
119
Kotler, ―Marketing Management Analysis, Planning, Implementation, and
Control‖, 8th
edition, Prentice Hall, 2000.
Kotler, Philip and Gary Armstrong, ―Marketing: an Introduction‖, Pearson
Prentice Hall, 2007.
Kotler, Philip, and Kevin Lane Keller, ―Marketing Management‖ Fourteenth
Edition, Pearson Prentice Hall, 2012.
Kuan-Wei Wu1, et. All. ―Relationship Among Customer Value, Satisfaction, and
Loyalty of Social Network Service‖, ICEB, Macau, 2009.
Lenka, U., Suar, D., & Mohapatra, P. K. ―Service Quality, Customer Satisfaction,
and Customer Loyalty in Indian Commercial Banks‖, The Journal of
Entrepreneurship, 2009.
Lovelock, Christopher and Jochen Wirtz, ―Service Marketing, People,
Technology, Strategy”, fifthe edition, Pearson Prentice Hall, 2004.
Malhotra, Naresh K, ―Marketing Research a decision-making approach,‖ Third
Edition, Pearson Prentice Hall, 2009.
Matzler,Kurtz et.al. ―Risk Aversion and Brand Loyalty: the Mediating role of
Brand Trust and Brand Affect‖, Journal of Product and Brand Management.
Vol.17 No.3, 2008.
Mei-Lien Li, et. al. ―Customer Loyalty: Influences on Three Types of Retail
Stores’ Shoppers‖, IJMMR, Vol. 5 No.1, 2012.
Muzahid Akbar, Mohammad and Noorjahan Parvez.‖ Impact on service quality,
trust and customer satisfaction to customer loyalty,‖ ABAC Journal, Vol. 29
No. 1, January-April 2009, pp. 24-38.
Ndubisi, N. ―Customer loyalty and antecedents: a relational marketing
approach‖. Allied Academies International Conference, Academy of
Marketing Studies. Proceedings, 2005.
O. Leelakulthanit & B. Hongcharu, ―International Journal of Management and
Marketing Research‖, vol. 4 No. 2, 2011.
Palilati, Alida, ―Pengaruh Nilai Pelanggan, Kepuasan terhadap Loyalitas
Nasabah Tabungan Perbankan di Sulawesi Selatan”, Jurnal Manajemen dan
Kewirausahaan, Vol. 9, no. 1, Maret 2007: 73-81
120
Priyatno, Duwi, ―Cara Kilat Belajar Analisis Data dengan SPSS 20”, Andi
Yogyakarta, 2012.
Riana, Gede. 2008. ―Pengaruh trust in a brand terhadap brand loyalty pada
konsumen air minum aqua di kota denpasar‖. Buletin studi ekonomi, Vol. 13,
No. 2, 2008, hal. 184-202.
Rostamy, A. A. ―Toward Understanding Conflict between Customers and
Employees’ Perceptions and Expectations: Evidence of Iranian Bank‖, Journal
of Business Economics and Management, Vol.10, 2009.
Saputro Ropinov, ―Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan
Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan (Studi Pada Pt.
Nusantara Sakti Demak)‖. Tesis Program Sarjana Ekonomi Universitas
Diponegoro Semarang, 2010.
Shlash Mohammad, Anber Ibraheem, " The Effect of Brand Trust and Perceived
Value in Building Brand Loyalty‖, International Research Journal of Finance
and Economics, 2012.
Sirdeshmukh, Deepak, Jagdip Singh, & Barry Sabol. ―Consumer Trust, Value,
and Loyalty in Relational Exchanges”, Journal of Marketing, 2002.
Singh, Harkiranpal, ―The Importance of Customer Satisfaction in Relation to
Customer Loyalty and Retention‖, Vol.6, Bukit Jalil,Malaysia, 2006.
Siwantara, I Wayan, ―Pengaruh Nilai Pelanggan terhadap Kepuasan dan
Loyalitas Pelanggan Serta Kinerja Customer Relationship Management (Studi
Pada Halo Corporate Telkomsel Bali”, Jurnal Bisnis dan Kewirausahaan,
Vol. 7, No. 3, November 2011.
Smith, J. Brock and Mark Colgate. ―Customer Value Creation: A Practical
Framework”, Journal of Marketing Theory and Practice, vol. 15, no. 1, M.E.
Sharpe, Inc. 2007.
Ulaga, W., and Eggert, A. ―Value-based differentiation in business relationships:
gaining and sustaining key supplier status‖, Journal of Marketing, 2006.
(www.thecoca-colacompany.com)
(www.coca-cola.com)
(www.coca-colaamatil.co.id)
121
Appendix 1
Research Questionnaire
122
QUESTIONNAIRE SHEET
Sincerely, Jakarta, December 2012
Name: Hilmiyah Amaliyati
NIM: 108081100009
Program Study / University: International Management / UIN Sharif Hidayatullah
Jakarta
Currently I'm doing research for my thesis about the influence of customer
value, customer satisfaction and trust in brand toward customer loyalty (case
study on customer of Coca-Cola in North Jakarta). In order for this research goes
well, I expect the willingness and support of the respondents to fill out the
questionnaire correctly and properly. I guarantee the confidentiality of the father /
mother, brother / I give it, because the answer is just as material or data research
and not for publication. For your concern and willingness to time, I say thank you.
Before completing the questionnaire implore willingness father / mother /
brother / sister to complete the checklist by marking a cross (X) in the appropriate
boxes below:
1. Have you ever consumed beverage products of Coca-Cola Soft Drink?
( ) Yes ( ) No
If yes, please proceed to the next statement.
If not, please stop answering and stop here. Thank you for participating.
123
Part I (Respondent Data)
Instructions for filing: Provide answers to the following questions by filling in the
blanks or by marking a cross (X) in front of the appropriate response.
1. Name : ……………………………….
2. Gender : or
3. Have you ever buy and consume Coca-Cola in the last 3 months:
a. Ever (go to next question)
b. Never (stop up here. Thank you)
4. Age :
a. 7-15 years d. 36-45 years
b. 16-25 years e. 46-55 years
c. 26-35 years f. > 56 years
5. Occupation :
a. Student
b. PNS
c. Private Employee
d. Housewife
e. Other (specify)…………
6. How much of your income each month (if not income, based on the
contents of giving parents money)
a. < Rp. 999.999,-
b. Rp. 1.000.000 ,- - Rp. 2.999.999,-
c. Rp. 3.000.000,- - Rp. 4.999.999,-
d. Rp. 5.000.000,- - Rp. 6.999.999,-
e. Rp. 7.000.000,- - Rp. 8.999.999,-
f. Rp. 9.000.000,- - Rp. 10.999.999,-
g. > Rp. 11.000.000,-
Part II (hint filling out the questionnaire)
1. You are asked to read or listen to each questions / statements below
carefully.
2. Fill in the questions / statements below with a checkmark (√) in one
column.
L P
124
3. The research criteria of column means:
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
4. All the answer does not contain true or false judgment of you so that
need not be affected by other people‘s opinion.
5. All the information you entered will be very useful for this research
and we kept confidential.
Part III. Question / Statement
Instruction for filling: fill in the questions / statements below with a checkmark
(√) in one column.
A. Customer Value
No Question / Statement 5 4 3 2 1
SA A N D SD
1 Coca-Cola non alcoholic soft drink.
2 Coca-Cola do not acute health effect
3
Coca-Cola as source of increasing calories in the
body.
4
Coca-Cola has a good reputation as Soft Drink
Company.
5
Coca-Cola has never got involve with deception
case.
6
I feel relaxed when i consumed Coca-Cola
7
I feel secure when i consumed Coca-Cola
8 I feel excite when i consumed Coca-Cola
125
B. Customer Satisfaction
No Question / Statement 5 4 3 2 1
SA A N D SD
1
Coca-Cola does not contain microbe and chemical
contamination.
2
Coca-Cola always mentions production code and
date of expired.
3
I feel fresh with Coca-Cola product.
4 I like design of Coca-Cola
5 I like Coca-Cola‘s aromatic
6 I feel proud when I consumed Coca-Cola
7 I believe with Coca-Cola
8 Coca-Cola achievable price
9 Coca-Cola‘s price associated with my quality
expectations.
10 Coca-Cola has cheap price
11 Coca-Cola is easy to find
C. Trust in Brand
No Question / Statement 5 4 3 2 1
SA A N D SD
1
Coca-Cola has a good reputation
2 I know positive news about soft drink brand
3
Coca-Cola as soft drink associated with my
expectation
4 I know Coca-Cola product
5 Coca-Cola able to loss my thirsty
6 Coca-Cola associated with my needs
7 I believe that this company will not try to cheat me
126
No Question / Statement 5 4 3 2 1
SA A N D SD
8
Coca-Cola has good reputation as multinational
company
9 Coca-Cola attentive my self
10 I believe with Coca-Cola
11 This brand image as I see / judge my self
12 If this brand is human, I will love him as myself
13 I like Coca-Cola‘s brand
D. Customer Loyalty
No Question / Statement 5 4 3 2 1
SA A N D SD
1
Coca-Cola is better than other brand and associated
with my desired.
2 I feel confidence with Coca-Cola brand
3
I prefer Coca-Cola than others
4 I really like Coca-Cola
5 I intend to continue to buy Coca-Cola
6
I will consume Coca-Cola all the time
7 I will recommend the company to my relatives or
friends.
I would like to thank profusely for participating of Father / Mother /
Brother / i in filling this questionnaire. Fully aware that without the help of Father
/ Mother / Brother / I, this research there has no meaning at all.
127
Appendix 2
Kuesioner Penelitian
128
LEMBAR KUESIONER
Dengan Hormat, Jakarta, December 2012
Name: Hilmiyah Amaliyati
NIM: 108081100009
Program Study / University: International Management / UIN Sharif Hidayatullah
Jakarta
Saat ini saya sedang melakukan penelitian untuk skripsi saya mengenai pengaruh
antara nilai pelanggan, kepuasan pelanggan dan kepercayaan merek terhadap
loyalitas pelanggan (studi kasus pelanggan Coca-Cola di Jakarta Utara). Agar
penelitian ini berjalan dengan baik, saya mengharapkan kesedian dan bantuan dari
para responden untuk mengisi kuisioner ini dengan tepat dan benar. Saya
menjamin kerahasiaan bapak/ ibu, saudara/I berikan, karena jawaban tersebut
hanya sebagai bahan atau data penelitian dan tidak untuk dipublikasikan. Atas
perhatian dan kesedian waktunya, saya ucapkan banyak terima kasih.
Sebelum mengisi kuesioner mohon kesediaan bapak/ibu/saudara/saudari untuk
melengkapi daftar isian dengan memberi tanda silang (X) pada kotak yang telah
disediakan dibawah ini:
1. Apakah anda pernah mengkonsumsi produk minuman Coca-Cola Soft Drink ?
( ) Ya ( ) Tidak
Jika Ya, silahkan lanjutkan ke pernyataan selanjutnya.
Jika Tidak, silahkan berhenti menjawab dan berhenti sampai disini. Terimakasih
atas partisipasinya.
129
Bagian I (Data Responden)
Petunjuk pengisian: Berikan jawaban atas pertanyaan berikut dengan mengisi
titik-titik atau dengan memberi tanda silang (X) didepan jawaban yang sesuai.
1. Nama : ……………………………….
2. Jenis kelamin : or
3. Pernahkah anda membeli dan mengkonsumsi Coca-Cola dalam waktu
3 bulan terakhir ini:
c. Pernah (lanjutkan ke pertanyaan selanjutnya)
d. Belum pernah (stop sampai disini. Terima kasih)
4. Usia :
d. 7-15 tahun d. 36-45 tahun
e. 16-25 tahun e. 46-55 tahun
f. 26-35 tahun f. > 56 tahun
5. Pekerjaan :
f. Pelajar/mahasiswa
g. PNS
h. Pegawai Swasta
i. Ibu Rumah Tangga
j. Lainnya (sebutkan)…………
6. Berapa penghasilan anda setiap bulan: (jika belum berpenghasilan, isi
berdasarkan uang pemberian orang tua)
h. < Rp. 999.999,-
i. Rp. 1.000.000 ,- - Rp. 2.999.999,-
j. Rp. 3.000.000,- - Rp. 4.999.999,-
k. Rp. 5.000.000,- - Rp. 6.999.999,-
l. Rp. 7.000.000,- - Rp. 8.999.999,-
m. Rp. 9.000.000,- - Rp. 10.999.999,-
n. > Rp. 11.000.000,-
Bagian II (petunjuk pengisian kuesioner)
1. Anda diminta untuk membaca atau menyimak setiap
pertanyaan/pernyataan dibawah ini dengan seksama.
L P
130
2. Mengisi kolom pertanyaan/pernyataan dibawah ini dengan tanda
centang (√) pada salah satu kolom.
3. Kolom criteria penelitian yang berarti:
Sangat tidak setuju 1
Tidak setuju 2
Ragu-ragu 3
Setuju 4
Sangat setuju 5
4. Seluruh jawaban tidak mengandung penilaian benar atau salah
terhadap diri anda sehingga tidak perlu terpengaruh oleh pendapat
orang lain.
5. Segala informasi yang telah anda isi akan sangat berguna bagi
penelitian ini dan kami jaga kerahasiaannya.
Bagian III. Pertanyaan atau Pernyataan
Petunjuk pengisian: Berikan jawaban atas pertanyaan/pernyataan berikut dengan
memberi tanda checklist (√) pada jawaban yang sesuai.
A. Customer Value
No Pertanyaan atau Pernyataan 5 4 3 2 1
SS S RR TS STS
1 Coca-Cola minuman bersoda yang tidak beralkohol
2 Coca-Cola tidak mengganggu kesehatan
3
Coca-Cola sebagai penambah kalori dalam tubuh
4
Coca-Cola memiliki reputasi yang baik sebagai
perusahaan minuman bersoda
5
Coca-Cola tidak pernah terlibat dalam kasus
penipuan
6
Saya merasa santai mengkonsumsi Coca-Cola
7
Saya merasa aman mengkonsumsi Coca-Cola
8 Saya merasa senang mengkonsumsi Coca-Cola
131
B. Customer Satisfaction
No Pertanyaan atau Pernyataan 5 4 3 2 1
SS S RR TS STS
1
Coca-Cola tidak mengandung mikroba dan bahan
kimia
2
Coca-Cola selalu mencantumkan kode produksi dan
tanggal kadaluarsa
3
Mengkonsumsi Coca-Cola membuat saya menjadi
segar
4 Saya menyukai desain Coca-Cola
5 Saya menyukai aroma Coca-Cola
6 Saya merasa bangga mengkonsumsi Coca-Cola
7 Saya percaya terhadap Coca-Cola
8 Harga Coca-Cola terjangkau
9 Harga Coca-Cola sesuai dengan harapan kualitas
saya sebagai pelanggan
10 Coca-Cola memiliki harga yang murah
11 Coca-Cola mudah untuk diperoleh
C. Trust in Brand
No Pertanyaan atau Pernyataan 5 4 3 2 1
SS S RR TS STS
1
Coca-Cola merupakan merek terkenal dan memiliki
reputasi yang baik
2 Saya mengetahui berita positif tentang Coca-Cola
3
Coca-Cola sebagai minuman bersoda yang sesuai
dengana harapan saya
4 Saya mengetahui produk Coca-Cola
5 Coca-Cola mampu menghilangkan rasa haus saya
6 Coca-Cola sesuai dengan kebutuhan saya
7 Coca-Cola tidak akan menipu saya
132
No Pertanyaan atau Pernyataan 5 4 3 2 1
SS S RR TS STS
8
Coca-Cola memiliki reputasi yang baik sebagai
perusahaan multinasional
9 Perusahaan Coca-Cola memperhatikan diri saya
10 Saya yakin dengan produk Coca-Cola
11 Citra merek ini seperti saya memandang/manilai
diri sendiri
12 Jika merek ini adalah manusia, saya akan
menyukainya seperti menyukai diri sendiri
13 Saya menyukai merek Coca-Cola
D. Customer Loyalty
No Pertanyaan atau Pernyataan 5 4 3 2 1
SS S RR TS STS
1
Coca-Cola lebih baik dari merek lain dan sesuai
dengan keinginan saya
2 Saya yakin dengan produk perusahaan Coca-Cola
3
Saya mengutamakan Coca-Cola dari pada produk
lain
4 Saya sangat menyukai Coca-Cola
5 Saya berniat untuk terus membeli Coca-Cola
6
Untuk seterusnya saya akan tetap mengkonsumsi
Coca-Cola
7 Saya akan merekomendasikan kepada kerabat untuk
tidak beralih kepada produk lain
Saya menyampaikan terima kasih yang sebesar-besarnya atas partisipasi
Bapak/Ibu/Saudara/i dalam pengisian kuesioner ini. Disadari sepenuhnya bahwa
tanpa bantuan Bapak/Ibu/Saudara/I, studi ini tidak ada artinya sama sekali.
133
Appendix 3
Distribution the Answer of
Respondents
138
Distribution the Answer of Respondents
Customers of Coca-Cola in North Jakarta
No Customer Value Customer Satisfaction Trust in Brand Customer Loyalty
1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8 9 10 11 12 13 1 2 3 4 5 6 7
1 5 4 4 5 4 4 4 5 5 5 5 5 5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 3 4 4 4
2 5 5 5 5 5 5 5 5 4 5 5 4 5 4 4 5 5 5 5 4 4 4 5 5 4 4 4 4 4 4 4 4 3 4 3 3 4 3 4
3 5 5 5 5 5 5 5 5 5 5 5 5 4 5 4 5 4 5 4 4 4 4 5 5 4 4 4 4 4 4 4 4 4 3 3 4 4 4 4
4 5 5 5 5 5 5 5 5 4 4 4 4 5 5 5 5 5 5 5 3 3 4 3 4 4 4 4 4 4 4 4 3 3 3 3 3 4 4 4
5 4 4 4 4 4 4 4 4 5 5 4 5 4 4 5 4 5 4 4 5 5 4 4 4 4 4 4 4 3 3 3 3 4 4 4 4 4 4 4
6 4 4 4 4 3 4 3 4 4 4 5 5 5 4 5 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 4 3 5 4 4 4
7 5 4 5 5 4 5 4 5 5 4 5 5 4 4 4 4 4 5 4 3 3 3 4 5 4 4 4 3 4 4 4 3 5 4 4 4 4 4 4
8 5 5 5 5 5 5 5 5 3 4 4 3 3 3 4 5 5 5 5 3 4 3 4 5 4 3 4 4 4 3 3 4 3 4 4 3 4 4 4
9 4 3 4 3 3 4 3 4 5 5 5 5 4 5 4 5 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 4 3 4 4 3 4 4
10 4 4 5 4 5 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 4 4 5 5 4 4 4 4 4 4 4 5 4 4 4 3 4 3 4
11 5 5 5 5 5 5 5 5 4 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4 4 5 4 4 4 4 4 4 4 4 5
12 1 2 2 1 1 1 1 1 1 1 1 2 1 1 2 1 1 1 1 4 4 4 4 4 4 4 4 4 4 4 3 4 1 1 1 1 1 1 1
13 5 5 5 5 5 5 5 5 4 5 5 4 5 4 4 5 5 5 5 4 4 4 5 5 4 4 4 4 4 4 4 4 3 4 3 3 4 3 4
14 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 4 4 4 5 5 4 4 4 4 4 4 4 4 4 3 3 4 4 4 4
15 3 2 5 3 5 4 5 4 3 4 3 4 4 3 4 4 4 4 4 3 3 4 3 4 4 4 4 4 4 4 4 3 3 3 3 3 4 4 4
16 4 4 3 4 4 4 4 4 4 3 4 4 3 4 3 4 4 4 4 5 5 3 4 4 3 4 4 4 3 3 3 3 4 4 4 4 4 4 4
17 4 4 4 4 3 4 3 4 4 4 2 4 4 2 4 4 4 4 4 3 4 4 4 3 4 4 4 4 4 4 4 4 3 4 3 5 4 4 4
18 5 4 5 5 4 5 4 5 3 4 4 4 4 4 4 4 4 4 4 3 3 3 4 5 4 4 4 3 4 4 4 3 5 4 4 4 4 4 4
19 5 5 5 5 5 5 5 5 3 4 4 3 3 3 4 5 5 5 5 3 4 3 4 5 4 3 4 4 4 3 3 4 3 4 4 3 4 4 4
20 4 3 4 3 3 4 3 4 3 4 4 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 4 3 4 4 3 4 4
134
135
21 2 5 4 5 5 3 5 5 4 3 5 4 4 3 5 5 2 5 3 5 4 3 5 5 4 5 5 3 4 5 4 4 4 4 4 4 4 4 5
22 4 3 4 3 3 3 3 3 2 3 3 2 3 2 3 3 3 3 3 5 5 5 5 5 5 5 5 5 5 5 5 5 1 1 1 1 1 1 1
23 4 3 4 3 4 4 4 4 2 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 3 2 3 3 3 2 3 3 4 3 3 3 3 3
24 4 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5
25 4 3 4 3 4 4 4 4 2 4 2 2 3 2 2 2 3 3 2 2 2 2 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4
26 5 4 5 4 4 5 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4 5 5 5 5 4 5 5 5 4 4 5 5 4 4 5 5 5 4
27 4 3 4 4 4 4 3 4 3 4 4 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 1 2 3 2 2 2 2
28 4 4 4 4 3 4 3 4 2 3 2 3 3 3 3 2 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 4 3 4 3 4 3
29 3 3 4 3 4 3 4 3 4 5 5 4 4 4 4 5 4 5 4 2 2 2 2 2 2 2 3 3 3 2 2 3 2 2 3 2 1 2 2
30 4 3 3 3 3 3 3 3 4 5 5 4 4 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 4 3 3 4
31 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 2 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 5
32 3 2 5 3 5 4 5 4 3 4 3 4 4 3 4 4 4 4 3 4 4 4 4 4 3 3 4 3 4 4 3 4 4 4 4 4 3 3 4
33 5 4 5 4 4 5 5 5 4 5 4 4 4 5 5 4 4 4 5 4 5 4 3 5 4 5 4 4 5 4 4 5 5 5 5 5 4 4 5
34 5 4 5 5 4 5 5 5 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4 4 4 5 5 4 5 5 5 5 5 5 4 5
35 4 3 4 4 4 4 3 4 3 4 4 4 4 4 4 4 3 3 4 4 4 3 4 4 4 3 4 3 4 3 3 4 4 4 4 4 3 3 4
36 5 5 5 5 5 5 5 5 4 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4 5 4 4 4 4 4 4 4 4 5
37 2 2 3 2 3 2 3 5 4 3 4 2 4 2 4 2 4 2 2 4 4 2 4 4 2 4 3 4 4 4 3 4 4 4 4 3 4 4 4
38 5 5 5 5 5 5 5 5 4 5 5 4 5 4 4 5 5 5 5 4 4 4 5 5 4 4 4 4 4 4 4 4 3 4 3 3 4 3 4
39 4 4 4 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3 3 4 4 4 5 5 4 4 4 4 4 4 4 4 4 3 3 4 4 4 4
40 5 5 5 5 5 5 5 5 3 4 3 4 4 3 4 4 4 4 4 3 3 4 3 4 4 4 4 4 4 4 4 3 3 3 3 3 4 4 4
41 4 4 4 4 4 4 4 4 4 3 4 4 3 4 3 4 4 4 4 5 5 4 4 4 4 4 4 4 3 3 3 3 4 4 4 4 4 4 4
42 4 4 4 4 3 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 4 3 5 4 4 4
43 5 4 5 5 4 5 4 5 3 4 4 4 4 4 4 4 4 4 4 3 3 3 4 5 4 4 4 3 4 4 4 3 5 4 4 4 4 4 4
44 5 5 5 5 5 5 5 5 3 4 4 3 3 3 4 5 5 5 5 3 4 3 4 5 4 3 4 4 4 3 3 4 3 4 4 3 4 4 4
45 4 3 4 3 3 4 3 4 3 4 4 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 4 3 4 4 3 4 4
136
46 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 2 4 4 4 4 4 4 4 5 4 4 4 4 4 4 4 4 4 4 4 4
47 3 2 5 3 5 4 5 4 3 4 3 4 4 3 4 4 4 4 3 4 4 3 4 5 4 3 4 3 4 3 3 4 4 4 4 4 3 3 4
48 5 1 5 5 3 4 2 4 2 5 4 5 4 2 3 2 4 2 5 5 3 4 2 5 3 4 5 3 3 5 3 4 5 3 3 3 4 4 4
49 5 3 5 2 4 4 3 5 3 5 4 5 5 2 4 4 4 4 4 4 3 4 2 5 2 4 5 3 4 5 3 5 5 4 3 4 4 4 3
50 4 4 4 4 4 4 4 4 5 5 4 5 4 4 5 4 5 4 4 5 5 4 4 4 4 4 4 4 3 3 3 3 4 4 4 4 4 4 4
51 4 4 4 4 3 4 3 4 4 4 5 5 5 4 5 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 4 3 5 4 4 4
52 5 4 5 5 4 5 4 5 5 4 5 5 4 4 4 4 4 5 4 3 3 3 4 5 4 4 4 3 4 4 4 3 5 4 4 4 4 4 4
53 5 5 5 5 5 5 5 5 3 4 4 3 3 3 4 5 5 5 5 3 4 3 4 5 4 3 4 4 4 3 3 4 3 4 4 3 4 4 4
54 4 3 4 3 3 4 3 4 5 5 5 5 4 5 4 5 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 4 3 4 4 3 4 4
55 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 2 5 4 4 5 5 4 4 4 4 4 4 4 5 4 4 4 3 4 3 4
56 3 2 5 3 5 4 5 4 3 4 3 4 4 3 4 4 4 4 3 5 5 5 5 5 5 5 5 4 4 5 4 4 4 4 4 4 4 4 5
57 5 4 4 5 4 4 4 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 3 4 4 4
58 5 5 5 5 5 5 5 5 4 5 5 4 5 4 4 5 5 5 5 4 4 4 5 5 4 4 4 4 4 4 4 4 3 4 3 3 4 3 4
59 5 4 4 5 4 5 4 5 5 5 5 5 4 5 4 5 4 5 4 3 3 3 3 3 2 2 3 3 2 3 3 3 3 3 3 3 4 4 3
60 5 5 5 5 5 5 5 5 4 4 4 4 5 5 5 5 5 5 5 3 3 3 3 3 2 3 2 3 3 3 2 3 4 4 4 4 4 2 2
138
Appendix 4
Output Data Test Result
138
The Result of Validity and Reliability Test Customer Value Variable
Case Processing Summary
N %
Cases
Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
N of Items
.910 8
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
CV1 28.10 17.059 .644 .904
CV2 28.80 15.062 .695 .901
CV3 28.03 16.378 .702 .900
CV4 28.57 15.220 .626 .909
CV5 28.57 16.116 .710 .898
CV6 28.33 15.609 .870 .887
CV7 28.60 15.007 .732 .897
CV8 28.27 15.651 .806 .891
139
The Result of Validity and Reliability Test Customer Satisfaction Variable
Case Processing Summary
N %
Cases
Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
N of Items
.934 11
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
CS1 38.80 34.855 .770 .926
CS2 37.87 36.947 .583 .934
CS3 38.17 33.523 .870 .921
CS4 38.37 36.102 .651 .931
CS5 38.33 36.851 .689 .930
CS6 38.50 34.810 .677 .930
CS7 38.33 35.264 .839 .924
CS8 38.30 33.459 .801 .924
CS9 38.27 36.064 .708 .929
CS10 38.37 35.620 .619 .933
CS11 38.03 33.826 .792 .925
140
The Result of Validity and Reliability Test Trust in Brand Variable
Case Processing Summary
N %
Cases
Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
N of Items
.972 13
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
TB1 44.97 86.861 .806 .971
TB2 44.97 86.102 .853 .970
TB3 45.03 85.413 .920 .968
TB4 44.97 86.723 .751 .972
TB5 44.57 85.702 .849 .970
TB6 45.03 85.757 .859 .969
TB7 45.03 87.344 .880 .969
TB8 44.77 87.564 .838 .970
TB9 45.10 88.438 .839 .970
TB10 44.87 88.326 .873 .969
TB11 44.97 87.206 .821 .970
TB12 45.27 88.133 .856 .970
TB13 44.87 88.257 .829 .970
141
The Result of Validity and Reliability Test Customer Loyalty Variable
Case Processing Summary
N %
Cases
Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's
Alpha
N of Items
.954 7
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
CL1 22.00 23.034 .844 .948
CL2 22.03 24.654 .866 .945
CL3 22.13 25.844 .780 .952
CL4 22.03 24.171 .842 .946
CL5 22.13 23.844 .865 .945
CL6 22.17 25.040 .836 .947
CL7 21.90 24.231 .879 .943
142
The Result of Normality Test
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 7.76 28.93 21.75 4.533 60
Residual -4.925 6.339 .000 2.376 60
Std. Predicted Value -3.087 1.583 .000 1.000 60
Std. Residual -2.020 2.599 .000 .974 60
a. Dependent Variable: Customer Loyalty
Charts
One-Sample Kolmogorov-Smirnov Test
Unstandardiz
ed Residual
N 60
Normal
Parametersa,
b
Mean 0E-7
Std.
Deviation 2.37585420
Most
Extreme
Differences
Absolute 0.136
Positive 0.136
Negative -0.050
Kolmogorov-Smirnov Z 1.052
Asymp. Sig. (2-tailed) 0.218
a. Test distribution is Normal.
b. Calculated from data.
143
The Result of Multicoloniearity Test
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) 8.158 1.736 4.700 .000
Customer Value .284 .066 .440 4.324 .000 .372 2.688
Customer Satisfaction .232 .046 .588 5.048 .000 .283 3.529
Trust in Brand -.108 .038 -.216 -2.805 .007 .647 1.545
a. Dependent Variable: Customer Loyalty
Collinearity Diagnosticsa
Model Dimension Eigenvalue Condition Index Variance Proportions
(Constant) Customer Value Customer
Satisfaction
Trust in Brand
1
1 3.868 1.000 .00 .00 .00 .00
2 .069 7.473 .21 .00 .30 .01
3 .052 8.609 .05 .09 .00 .73
4 .011 18.949 .75 .91 .70 .25
a. Dependent Variable: Customer Loyalty
144
The Result of Heterocesdastisity Test
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 7.76 28.93 21.75 4.533 60
Std. Predicted Value -3.087 1.583 .000 1.000 60
Standard Error of Predicted
Value .368 1.481 .603 .181 60
Adjusted Predicted Value 8.20 29.24 21.78 4.504 60
Residual -4.925 6.339 .000 2.376 60
Std. Residual -2.020 2.599 .000 .974 60
Stud. Residual -2.083 2.661 -.005 1.003 60
Deleted Residual -5.239 6.643 -.025 2.520 60
Stud. Deleted Residual -2.149 2.822 .000 1.021 60
Mahal. Distance .362 20.790 2.950 2.929 60
Cook's Distance .000 .085 .015 .021 60
Centered Leverage Value .006 .352 .050 .050 60
a. Dependent Variable: Customer Loyalty
Charts
145
The Result of Autocorrelation Test
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Durbin-Watson
1 .886a .784 .773 2.439 1.159
a. Predictors: (Constant), Trust in Brand, Customer Value, Customer Satisfaction
b. Dependent Variable: Customer Loyalty
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1212.214 3 404.071 67.945 .000b
Residual 333.036 56 5.947
Total 1545.250 59
a. Dependent Variable: Customer Loyalty
b. Predictors: (Constant), Trust in Brand, Customer Value, Customer Satisfaction
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 8.158 1.736 4.700 .000
Customer Value .284 .066 .440 4.324 .000
Customer Satisfaction .232 .046 .588 5.048 .000
Trust in Brand -.108 .038 -.216 -2.805 .007
a. Dependent Variable: Customer Loyalty
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 7.76 28.93 21.75 4.533 60
Residual -4.925 6.339 .000 2.376 60
Std. Predicted Value -3.087 1.583 .000 1.000 60
Std. Residual -2.020 2.599 .000 .974 60
a. Dependent Variable: Customer Loyalty
146
The Result of Multiple Linear Regression
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
Trust in Brand,
Customer Value,
Customer
Satisfactionb
. Enter
a. Dependent Variable: Customer Loyalty
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .886a .784 .773 2.439
a. Predictors: (Constant), Trust in Brand, Customer Value, Customer
Satisfaction
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1212.214 3 404.071 67.945 .000b
Residual 333.036 56 5.947
Total 1545.250 59
a. Dependent Variable: Customer Loyalty
b. Predictors: (Constant), Trust in Brand, Customer Value, Customer Satisfaction
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 8.158 1.736 4.700 .000
Customer Value .284 .066 .440 4.324 .000
Customer Satisfaction .232 .046 .588 5.048 .000
Trust in Brand -.108 .038 -.216 -2.805 .007
a. Dependent Variable: Customer Loyalty
147
The Result of T test
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 8.158 1.736 4.700 .000
Customer Value .284 .066 .440 4.324 .000
Customer Satisfaction .232 .046 .588 5.048 .000
Trust in Brand -.108 .038 -.216 -2.805 .007
a. Dependent Variable: Customer Loyalty
The Result of F test
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1212.214 3 404.071 67.945 .000b
Residual 333.036 56 5.947
Total 1545.250 59
a. Dependent Variable: Customer Loyalty
b. Predictors: (Constant), Trust in Brand, Customer Value, Customer Satisfaction
Related Documents
