DAFTAR PUSTAKA
INSTITUT PERTANIAN BOGOR
II. Karakteristik Konsumen A Identitas dir
1. Nama :
2. Jenis kelamin : a. Laki-laki b. Perempuan
3. Alamat :
4. Asal :
5. Pendidikan terakhir : a. SD e. Sarjana
b. SLTP f. Pascasarjana (magister) c. SLTA g. Pascasarjana (profesi) d. Diploma h. Lainnya, sebutkan ... 6. Profesi: a. Wiraswasta (pengusaha) e. Mahasiswa
44
c. Pegawai swasta g. Lainnya, sebutkan ... d. Ibu rumah tangga
7. Berapa jumlah pengeluaran anda biasanya dalam satu bulan?
a. ≤1.000.000 d. 3.000.001-4.000.000
b. 1.000.001-2.000.000 e. ≥ζ.000.001 c. 2.000.001-3.000.000
B. Proses pengambilan keputusan pembelian konsumen
8. Sejauh mana anda memahami setiap menu yang ditawarkan restoran Mie Aceh Kurnia? a. Sangat paham d. Tidak paham
b. Paham e. Sangat tidak paham
c. Cukup paham
9. Dari manakah anda memperoleh sumber informasi keberadaan restoran Mie Aceh Kurnia?
a. Menemukan sendiri d. Media cetak b. Dari teman e. Media elektronik
c. Keluarga f. Lainnya, sebutkan...
10. Hal apa yang membuat anda memutuskan berkunjung ke restoran Mie Aceh Kurnia?
a. Mencari menu makanan yang unik d. Dekat dengan tempat tinggal b. Bertemu rekan e. Lainnya, sebutkan
c. Tempatnya yang nyaman
11. Kapan waktu yang sering anda gunakan saat berkunjung ke restoran Mie Aceh Kurnia?
a. Pagi hari (10.00-12.00) c. Sore hari (15.00-18.00) b. Siang hari (12.00-15.00) d. Malam hari (18.00-23.00) 12. Pada hari apa anda sering berkunjung ke restoran Mie Aceh Kurnia?
a. Hari kerja/ hari sekolah c. Akhir pekan b. Hari libur
13. Setelah merasakan pelayanan restoran Mie Aceh Kurnia, apakah anda akan melakukan kunjungan kembali?
a. Ya b. Tidak
14. Setelah merasakan pelayanan restoran Mie Aceh Kurnia, apakah anda akan merekomendasikan ke orang lain?
a. Ya b. Tidak
15. Dari seluruh pelayanan yang diberikan oleh restoran Mie Aceh Kurnia, apakahan anda telah merasa puas? a. Ya b. Tidak
III. Kepuasan Konsumen A. Atribut bauran pemasaran
Berilah tanda (√ ) sesuai dengan pilahan Anda
Keterangan: STP = Sangat Tidak Puas P = Puas
TP = Tidak Puas SP = Sangat Puas
45 1. Dimensi Product merupakan atribut bauran pemasaran yang mencakup mutu, pengemasan, pelayanan, ciri khas, nama merk, jaminan, dan lain-lain.
No. Atribut Tingkat kepuasan
STP TP CP P SP
X1 Cita rasa makanan X2 Keunikan makanan X3 Porsi makanan X15 Kualitas kemasan X16 Kerapian penyajian
X17 Kesesuaian pesanan dengan permintaan pelanggan
2. Dimensi Place merupakan atribut bauran pemasaran yang mencakup saluran distribusi produk kepada konsumen terkait karakteristik produk, perilaku konsumen, kemampuan penjualan, serta tata letak pasar sasaran.
No. Atribut Tingkat kepuasan
STP TD CP P SP
X4 Kapsitas tempat duduk X5 Luas area parkir X8 Ketersediaan toilet
X9 Kebersihan tempat, sarana dan prasarana restoran
X18 Tampilan restoran
3. Dimensi Promosi yaitu atribut bauran pemasaran yang merupakan pengenalan produk kepada konsumen yang akan digunakan seperti
advertising, personal selling, sales promotion, publicity, dan direct marketing.
No. Atribut Tingkat kepuasan
STP TD CP P SP
X6 Keragaman menu makan X7 Keamanan dan kesehatan
makanan
X10 Kesegaran bahan baku
X11 Kebersihan pengolahan makanan
X13 Kecepatan penyajian
X19 Ketersediaan sarana hiburan (TV, musik dll)
4. Dimensi Price yaitu atribut bauran pemasaran yang merupakan kebijakan penetapan harga produk untuk menghadapi kompetitor atau memperoleh pangsa pasar.
No. Atribut Tingkat kepuasan
STP TD CP P SP
46
4. Dimensi People yaitu dimensi yang berkitan dengan pelayanan yang diperoleh dari pramusaji yang berkaitan dengan
No. Atribut Tingkat kepuasan
STP TD CP P SP
X12 Keramahan dan
kesopanan pramusaji X14 Kemudahan memilih
menu makanan
Lampiran 2 Hasil Analisis SEM menggunakan Lisrel 8.72 DATE: 5/ 5/2014
TIME: 21:56 L I S R E L 8.30 BY
Karl G. Jöreskog & Dag Sörbom
This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Chicago, IL 60646-1704, U.S.A.
Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140 Copyright by Scientific Software International, Inc., 1981-99 Use of this program is subject to the terms specified in the Universal Copyright Convention.
Website: www.ssicentral.com
The following lines were read from file
C:\USERS\HP\DESKTOP\KLIEN\SALEHK~1\SEM.SPJ: Observed Variables
X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16 X17 X18 X19 X20 Y
Covariance Matrix From File
C:\USERS\HP\DESKTOP\KLIEN\SALEHK~1\SEM.COV Sample Size = 100
47 Latent Variables Satisfact Product Price Place Promotion People
Relationships X1 X2 X3 X15 X16 X17 = Product X20 = Price X4 X5 X8 X9 X18 = Place X6 X7 X10 X11 X13 X19 = Promotion X12 X14 = People Y = Satisfact
Satisfact = Product Price Place Promotion People Path diagram
options AD=off IT=1000 ME=UL set the error variance of X20 to 0.01 set the error variance of Y to 0.01 set the error variance of X12 to 0.01 set the error variance of X14 to 0.01
set the error covariance between X2 and X1 to free set the error covariance between X4 and X3 to free set the error covariance between X5 and X2 to free set the error covariance between X8 and X5 to free !set the error covariance between X6 and X2 to free set the correlation between Promotion and Product to 0.1 set the error covariance between X6 and X1 to free set the error covariance between X6 and X2 to free set the error covariance between X6 and X3 to free set the error covariance between X7 and Y to free set the error covariance between X7 and X1 to free set the error covariance between X7 and X2 to free set the error covariance between X7 and X3 to free set the error covariance between X10 and X1 to free set the error covariance between X10 and X2 to free set the error covariance between X10 and X3 to free set the error covariance between X11 and X1 to free set the error covariance between X11 and X2 to free set the error covariance between X11 and X3 to free set the error covariance between X13 and X2 to free set the error covariance between X13 and X3 to free set the error covariance between X15 and X6 to free set the error covariance between X15 and X7 to free set the error covariance between X15 and X10 to free set the error covariance between X15 and X11 to free set the error covariance between X15 and X13 to free set the error covariance between X16 and X6 to free set the error covariance between X16 and X7 to free set the error covariance between X16 and X10 to free set the error covariance between X16 and X11 to free set the error covariance between X16 and X13 to free set the error covariance between X17 and X6 to free set the error covariance between X17 and X7 to free
48
set the error covariance between X17 and X10 to free set the error covariance between X17 and X11 to free set the error covariance between X17 and X13 to free set the error covariance between X19 and X3 to free set the error covariance between X19 and X15 to free set the error covariance between X19 and X16 to free set the correlation between Promotion and People to 0.5 set the error covariance between X13 and X12 to free set the error covariance between X14 and X12 to free set the error covariance between X13 and X1 to free End of Problem
Sample Size = 100
Covariance Matrix to be Analyzed
Y X1 X2 X3 X4 X5 --- --- --- --- --- --- Y 1.00 X1 0.37 1.00 X2 0.37 0.69 1.00 X3 0.44 0.35 0.38 1.00 X4 0.52 0.26 0.27 0.63 1.00 X5 0.29 0.00 -0.09 0.36 0.45 1.00 X6 0.45 0.48 0.62 0.35 0.28 0.30 X7 0.63 0.48 0.46 0.48 0.65 0.38 X8 0.39 0.22 0.09 0.24 0.39 0.62 X9 0.54 0.41 0.32 0.44 0.56 0.32 X10 0.73 0.54 0.45 0.33 0.47 0.23 X11 0.67 0.52 0.50 0.41 0.62 0.29 X12 0.70 0.41 0.41 0.33 0.46 0.38 X13 0.67 0.32 0.41 0.47 0.52 0.26 X14 0.69 0.34 0.39 0.51 0.52 0.38 X15 0.60 0.42 0.51 0.23 0.48 0.30 X16 0.60 0.39 0.59 0.33 0.54 0.11 X17 0.44 0.31 0.39 0.30 0.38 0.28 X18 0.38 0.20 0.28 0.33 0.38 0.35 X19 0.58 0.29 0.19 0.38 0.50 0.31 X20 0.57 0.52 0.51 0.36 0.46 0.20 Covariance Matrix to be Analyzed
X6 X7 X8 X9 X10 X11 --- --- --- --- --- --- X6 1.00
49 X8 0.29 0.47 1.00 X9 0.45 0.84 0.53 1.00 X10 0.59 0.80 0.41 0.81 1.00 X11 0.52 0.85 0.34 0.90 0.90 1.00 X12 0.54 0.73 0.40 0.58 0.76 0.79 X13 0.41 0.67 0.30 0.50 0.68 0.66 X14 0.51 0.71 0.27 0.48 0.60 0.66 X15 0.52 0.83 0.38 0.63 0.69 0.73 X16 0.46 0.75 0.33 0.65 0.67 0.68 X17 0.52 0.67 0.39 0.59 0.57 0.57 X18 0.33 0.47 0.40 0.47 0.41 0.48 X19 0.30 0.61 0.51 0.45 0.52 0.58 X20 0.24 0.45 0.34 0.48 0.51 0.57 Covariance Matrix to be Analyzed
X12 X13 X14 X15 X16 X17 --- --- --- --- --- --- X12 1.00 X13 0.74 1.00 X14 0.70 0.65 1.00 X15 0.66 0.59 0.68 1.00 X16 0.67 0.65 0.56 0.65 1.00 X17 0.61 0.59 0.58 0.60 0.66 1.00 X18 0.58 0.41 0.39 0.42 0.38 0.52 X19 0.52 0.56 0.45 0.35 0.54 0.27 X20 0.52 0.55 0.50 0.52 0.69 0.50 Covariance Matrix to be Analyzed
X18 X19 X20 --- --- --- X18 1.00 X19 0.29 1.00 X20 0.30 0.54 1.00 Number of Iterations = 25
LISREL Estimates (Unweighted Least Squares)
Y = 0.99*Satisfac, Errorvar.= 0.0100, R² = 0.99 (0.19)
5.24
50 X1 = 0.50*Product, Errorvar.= 0.75 , R² = 0.25 (0.041) (0.15) 12.21 4.85 X2 = 0.56*Product, Errorvar.= 0.69 , R² = 0.31 (0.042) (0.16) 13.17 4.44 X3 = 0.52*Product, Errorvar.= 0.73 , R² = 0.27 (0.039) (0.15) 13.28 4.78 X4 = 0.71*Place, Errorvar.= 0.49 , R² = 0.51 (0.043) (0.16) 16.55 3.17 X5 = 0.43*Place, Errorvar.= 0.81 , R² = 0.19 (0.039) (0.15) 10.97 5.54 X6 = 0.61*Promotio, Errorvar.= 0.63 , R² = 0.37 (0.038) (0.16) 16.11 4.05 X7 = 0.97*Promotio, Errorvar.= 0.059, R² = 0.94 (0.043) (0.18) 22.81 0.33 X8 = 0.54*Place, Errorvar.= 0.71 , R² = 0.29 (0.042) (0.15) 12.77 4.66 X9 = 0.89*Place, Errorvar.= 0.22 , R² = 0.78 (0.050) (0.17) 17.62 1.25 X10 = 0.91*Promotio, Errorvar.= 0.18 , R² = 0.82 (0.039) (0.17) 23.00 1.05 X11 = 0.96*Promotio, Errorvar.= 0.084, R² = 0.92 (0.040) (0.17) 23.94 0.49 X12 = 1.16*People, Errorvar.= 0.0100, R² = 0.99 (0.043) 27.25
51 X13 = 0.76*Promotio, Errorvar.= 0.42 , R² = 0.58 (0.039) (0.16) 19.77 2.59 X14 = 1.12*People, Errorvar.= 0.0100, R² = 0.99 (0.043) 25.86 X15 = 0.80*Product, Errorvar.= 0.36 , R² = 0.64 (0.044) (0.17) 18.07 2.06 X16 = 0.82*Product, Errorvar.= 0.32 , R² = 0.68 (0.046) (0.17) 18.05 1.85 X17 = 0.74*Product, Errorvar.= 0.46 , R² = 0.54 (0.043) (0.17) 17.25 2.77 X18 = 0.60*Place, Errorvar.= 0.64 , R² = 0.36 (0.042) (0.15) 14.46 4.18 X19 = 0.69*Promotio, Errorvar.= 0.52 , R² = 0.48 (0.037) (0.15) 18.85 3.40 X20 = 0.99*Price, Errorvar.= 0.0100, R² = 0.99 (0.071) 13.95
Error Covariance for X2 and X1 = 0.41 (0.11)
3.90
Error Covariance for X4 and X3 = 0.32 (0.10)
3.06
Error Covariance for X5 and X2 = -0.30 (0.10)
-2.89
Error Covariance for X6 and X1 = 0.45 (0.10)
4.50
Error Covariance for X6 and X2 = 0.58 (0.10)
52
Error Covariance for X6 and X3 = 0.32 (0.10)
3.20
Error Covariance for X7 and Y = -0.13 (0.12)
-1.11
Error Covariance for X7 and X1 = 0.43 (0.10)
4.24
Error Covariance for X7 and X2 = 0.41 (0.10)
4.03
Error Covariance for X7 and X3 = 0.43 (0.10)
4.29
Error Covariance for X8 and X5 = 0.38 (0.11)
3.62
Error Covariance for X10 and X1 = 0.49 (0.10)
4.87
Error Covariance for X10 and X2 = 0.40 (0.10)
3.98
Error Covariance for X10 and X3 = 0.28 (0.10)
2.83
Error Covariance for X11 and X1 = 0.47 (0.10)
4.68
Error Covariance for X11 and X2 = 0.44 (0.10)
4.41
Error Covariance for X11 and X3 = 0.36 (0.10)
3.61
Error Covariance for X13 and X1 = 0.28 (0.10)
2.81
Error Covariance for X13 and X2 = 0.37 (0.10)
3.65
Error Covariance for X13 and X3 = 0.43 (0.10)
4.30
Error Covariance for X13 and X12 = 0.30 (0.10)
53 Error Covariance for X14 and X12 = -0.61
(0.12) -4.98
Error Covariance for X15 and X6 = 0.47 (0.10)
4.71
Error Covariance for X15 and X7 = 0.75 (0.10)
7.49
Error Covariance for X15 and X10 = 0.62 (0.10)
6.17
Error Covariance for X15 and X11 = 0.66 (0.10)
6.52
Error Covariance for X15 and X13 = 0.53 (0.10)
5.27
Error Covariance for X16 and X6 = 0.41 (0.10)
4.04
Error Covariance for X16 and X7 = 0.67 (0.10)
6.63
Error Covariance for X16 and X10 = 0.60 (0.10)
5.93
Error Covariance for X16 and X11 = 0.60 (0.10)
5.99
Error Covariance for X16 and X13 = 0.59 (0.10)
5.86
Error Covariance for X17 and X6 = 0.47 (0.10)
4.70
Error Covariance for X17 and X7 = 0.60 (0.10)
5.92
Error Covariance for X17 and X10 = 0.50 (0.10)
5.01
Error Covariance for X17 and X11 = 0.50 (0.10)
4.92
Error Covariance for X17 and X13 = 0.53 (0.10)
54
Error Covariance for X19 and X3 = 0.34 (0.10)
3.39
Error Covariance for X19 and X15 = 0.30 (0.10)
2.97
Error Covariance for X19 and X16 = 0.48 (0.10)
4.77
Satisfac = - 0.32*Product + 0.39*Price + 0.60*Place - 0.11*Promotio + 0.35*People, Errorvar.= 0.48, R² = 0.52
(0.19) (0.20) (0.26) (0.19) (0.16) -1.65 1.99 2.36 -0.59 2.24
Correlation Matrix of Independent Variables Product Price Place Promotio People --- --- --- --- --- Product 1.00 Price 0.78 1.00 (0.09) 9.00 Place 0.84 0.56 1.00 (0.06) (0.08) 14.10 6.96 Promotio 0.10 0.58 0.88 1.00 (0.07) (0.05) 8.84 17.24 People 0.68 0.45 0.60 0.50 1.00 (0.05) (0.07) (0.05) 14.22 6.27 11.72
Covariance Matrix of Latent Variables
Satisfac Product Price Place Promotio People --- --- --- --- --- --- Satisfac 1.00 Product 0.72 1.00 Price 0.57 0.78 1.00 Place 0.67 0.84 0.56 1.00 Promotio 0.79 0.10 0.58 0.88 1.00
55 People 0.61 0.68 0.45 0.60 0.50 1.00
Goodness of Fit Statistics Degrees of Freedom = 140
Normal Theory Weighted Least Squares Chi-Square = 137.54 (P = 0.54)
Estimated Non-centrality Parameter (NCP) = 0.0 90 Percent Confidence Interval for NCP = (0.0 ; 28.90) Minimum Fit Function Value = 1.39
Population Discrepancy Function Value (F0) = 0.0 90 Percent Confidence Interval for F0 = (0.0 ; 0.29)
Root Mean Square Error of Approximation (RMSEA) = 0.0 90 Percent Confidence Interval for RMSEA = (0.0 ; 0.046) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.97 Expected Cross-Validation Index (ECVI) = 3.25 90 Percent Confidence Interval for ECVI = (3.25 ; 3.54) ECVI for Saturated Model = 4.67
ECVI for Independence Model = 54.70
Chi-Square for Independence Model with 210 Degrees of Freedom = 5372.94 Independence AIC = 5414.94 Model AIC = 319.54 Saturated AIC = 462.00 Independence CAIC = 5490.65 Model CAIC = 647.61 Saturated CAIC = 1294.79
Root Mean Square Residual (RMR) = 0.080 Standardized RMR = 0.075
Goodness of Fit Index (GFI) = 0.98
Adjusted Goodness of Fit Index (AGFI) = 0.96 Parsimony Goodness of Fit Index (PGFI) = 0.59
Normed Fit Index (NFI) = 0.97 Non-Normed Fit Index (NNFI) = 1.00 Parsimony Normed Fit Index (PNFI) = 0.65 Comparative Fit Index (CFI) = 1.00 Incremental Fit Index (IFI) = 1.00 Relative Fit Index (RFI) = 0.96
Critical N (CN) = 131.88 The Modification Indices Suggest to Add the
Path to from Decrease in Chi-Square New Estimate X5 Price 9.1 -1.67
X7 Product 20.3 0.87 X7 People 9.2 0.32 X8 Promotio 9.0 1.92 X9 Product 17.2 -1.26
56 X11 Product 10.9 0.44 X12 Product 13.8 -0.84 X12 Price 15.7 0.53 X12 Place 23.3 0.47 X12 Promotio 30.9 0.49 X14 Product 9.0 -0.48 X14 Price 8.4 0.38 X14 Place 10.1 0.30 X14 Promotio 13.4 0.30 X18 Promotio 45.3 -3.99 X19 Product 18.8 0.29 X19 Price 13.3 0.34 X19 People 9.8 0.23
The Modification Indices Suggest to Add a Covariance between and Decrease in Chi-Square New Estimate Promotio Promotio 10.1 0.76
People Promotio 67.6 0.91 X12 X12 13.0 -0.7
The Problem used 122464 Bytes (= 0.2% of Available Workspace) Time used: 1.180 Seconds
Lampiran 3 Uji Reliabilitas dan Validitas
RELIABILITY
/VARIABLES=X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16 X17 X18 X19 X20 Y
/SCALE('ALL VARIABLES') ALL /MODEL=ALPHA
/STATISTICS=DESCRIPTIVE /SUMMARY=TOTAL.
Reliability
[DataSet1] D:\Adhe Data\Skripsi\Saleh Khaldi\DataSet1.sav
Scale: ALL VARIABLES
Case Processing Summary
N % Cases Valid 100 100 ,0 Excludeda 0 ,0 Total 100 100 ,0
57
Case Processing Summary
N % Cases Valid 100 100 ,0 Excludeda 0 ,0 Total 100 100 ,0 a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics Cronbach's
Alpha N of Items
,932 21
Parameter Alpha Cronbach’s (rhitung ≥ 0,7 (rtabel) dapat diterima
ζilai Alpha Cronbach’s (rhitung) = 0,932
Item Statistics Mean Std. Deviation N X1 4,02 ,710 100 X2 3,79 ,701 100 X3 3,68 ,952 100 X4 3,55 ,770 100 X5 2,65 ,903 100 X6 3,72 ,726 100 X7 3,62 ,693 100 X8 2,74 ,860 100 X9 3,68 ,709 100 X10 3,57 ,728 100 X11 3,61 ,650 100 X12 3,70 ,810 100 X13 3,37 ,981 100 X14 3,87 ,747 100 X15 3,55 ,757 100 X16 3,73 ,649 100 X17 3,76 ,818 100 X18 3,54 ,558 100 X19 2,81 ,884 100
58 X20 3,56 ,808 100 Y 3,67 ,779 100 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted X1 70,17 105,577 ,453 ,931 X2 70,40 105,374 ,475 ,931 X3 70,51 102,576 ,478 ,932 X4 70,64 102,960 ,585 ,929 X5 71,54 104,918 ,377 ,933 X6 70,47 103,908 ,559 ,929 X7 70,57 101,056 ,801 ,925 X8 71,45 103,624 ,476 ,931 X9 70,51 102,151 ,701 ,927 X10 70,62 101,086 ,757 ,926 X11 70,58 102,165 ,770 ,926 X12 70,49 99,949 ,747 ,926 X13 70,82 98,189 ,697 ,927 X14 70,32 101,755 ,689 ,927 X15 70,64 101,566 ,692 ,927 X16 70,46 103,261 ,684 ,927 X17 70,43 101,965 ,609 ,928 X18 70,65 106,977 ,469 ,931 X19 71,38 101,632 ,577 ,929 X20 70,63 102,155 ,606 ,928 Y 70,52 101,181 ,696 ,927
59 Lampiuran 4 Dokumentasi Penelitian
Gedung Restoran Mie Aceh Kurnia
60