KESIMPULAN DAN SARAN

ari Temp nggris

1. Kesimpulan

Dari hasil penelitian yang telah dilakukan, bauran pemasaran jasa di ILP Bogor, yaitu :

1. Produk yang ditawarkan adalah General English dengan harga Rp 800.000,00 – Rp 825.000,00, Bussiness English Training, Young Adult’s Course dengan harga Rp 800.000,00, ILP Kids dengan harga Rp 675.000,00 – Rp 725.000,00, TOEFL (Test of English Foreign Language) dengan harga Rp 1.150.000,00, ILP Prediction Test for the TOEFL dengan Rp 120.000, 00 , dan Talking English dengan harga Rp 650.000,00. Lokasi ILP cabang Bogor yaitu terletak di Jalan Jenderal Sudirman No. 3 Bogor yang dilalui berbagai angkutan umum serta dekat dengan sekolah, perkantoran, dan mal. ILP melakukan promosi dengan melakukan kunjungan ke perusahaan – perusahaan untuk menawarkan program – program yang sesuai untuk para pekerja dan pebisnis, penyebaran brosur dan billboard, serta hadir dalam seminar – seminar dengan target pasar umum dan mahasiswa, promosi melalui media cetak dan elektronik, seperti radio dan internet. Saat ini ILP memiliki sumber daya manusia sebanyak 31 orang . Lingkungan fisik di ILP Bogor yaitu ruangan ber-AC, materi up to date, gedung tingkat 4, kapasitas ruangan maksimal 20 orang, tersedia fasilitas cd/tape player, laptop, dvd rom, infocus, buku materi belajar, majalah, musholla, kantin, tempat parkir, kotak saran. Proses yang dilalui yaitu siswa harus mengikuti beberapa tahapan mulai dari pendaftaran, belajar di kelas sampai dengan tes di setiap level.

2. Dari hasil penelusuran dengan menggunakan Structural Equation

Modeling, didapatkan hasil bahwa pengaruh elemen bauran pemasaran

jasa terhadap brand image (citra merek) ILP Bogor terbesar yaitu pengaruh tempat yang memiliki nilai pengaruh positif sebesar 55%. Posisi kedua adalah bauran pemasaran jasa produk yaitu dengan nilai pengaruh positif sebesar 42% terhadap brand image. Selanjutnya yaitu karyawan

dan staf pengajar dengan nilai pengaruh positif sebesar 25% terhadap

brand image. Kemudian proses yang memiliki pengaruh positif senilai

19% terhadap brand image. Promosi Iklan memiliki pengaruh sebesar 3% terhadap brand image ILP Bogor. Sedangkan untuk nilai pengaruh harga dan lingkungan fisik bernilai pengaruh yang negatif terhadap brand image. Harga memiliki pengaruh yang negatif yaitu sebesar 18% terhadap brand

image serta lingkungan fisik dengan nilai negatif 25% terhadap brand image. Berdasarkan nilai faktor muatan, peubah terukur H2 (memberikan

manfaat eksperensial) memberikan kontribusi yang paling besar yaitu sebesar 0.63 atau 63%. Dan pada urutan kedua ketiga adalah peubah manfaat simbolik sebesar 47% dan manfaat fungsional yang bernilai 44%.

2. Saran

Saran yang dapat diajukan setelah penelitian ini dilakukan adalah pihak ILP Bogor agar dapat mempertahankan strategi tempat, tidak menetapkan tingkat harga yang lebih mahal dan diskon yang berlebihan (sering dan besar), menambahkan jaminan mengenai kualitas yang ada di ILP Bogor, meningkatkan intensitas dalam beriklan pada media dan non media, menggunakan metode pembelajaran yang dapat menstimulasi dan mendorong murid – murid untuk lebih terlibat di kelas, memberikan sentuhan khusus pada tata ruang, peralatan dan perabotan sehingga tidak terkesan seperti sedang berada di sekolah formal, tetap memberikan pelatihan secara berkala kepada karyawan dan staf serta mengevaluasinya secara rutin.

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Lampiran 1. Kuesioner Penelitian

No. Responden :……..

KUESIONER PENELITIAN

Selamat pagi/siang/sore , sebelumnya saya ucapkan terima kasih atas partisipasi saudara dalam membantu mengisi kuisioner ini dengan baik dan benar. Kuesioner ini digunakan sebagai bahan untuk penyusunan skripsi mengenai : ANALISIS PENGARUH BAURAN PEMASARAN JASA TERHADAP BRAND IMAGE PADA LEMBAGA PENDIDIKAN BAHASA INGGRIS ILP (INTERNATIONAL LANGUAGE PROGRAMS) CABANG BOGOR

Oleh Didit Setiadi Departemen Manajemen Fakultas Ekonomi dan Manajemen

Institut Pertanian Bogor

Petunjuk : Isilah/ berilah tanda silang (X) pada jawaban yang anda pilih dan pada tempat yang anda sediakan.

Bagian I Screening

1. Apakah anda pernah kursus bahasa Inggris di ILP Bogor?

a. Ya b. Tidak (STOP, terima kasih atas partisipasi anda) 2. Apakah anda berusia 17 tahun atau lebih?

a. Ya b. Tidak (STOP, terima kasih atas partisipasi anda) 3. Apakah anda atau salah satu anggota keluarga anda ada yang bekerja di ILP?

a. Ya (STOP, terima kasih atas partisipasi anda) b. Tidak

3. Apakah anda telah kursus di ILP selam 1 term (3 bulan)?

a. Ya, b. Tidak (STOP, terima kasih atas partisipasi anda) Bagian II Demografi

IDENTITAS KONSUMEN

Nama : ………..

Alamat : ………... Umur dan Jenis Kelamin : ………. Tahun (L/P)

Pendidikan terakhir : a. SMA / sederajat b. Diploma / sederajat c. Sarjana / sederajat d. Pascasarjana / sederajat Jenis Pekerjaan :

a. Pelajar b. Mahasiswa c. PNS d. Pegawai swasta / BUMN e. lainnya :…….. Jumlah pengeluaran rata - rata Anda setiap bulannya :

a. < Rp 300.000 d. > Rp 1.500.000 b. Rp 300.000 – Rp 800.000

c. Rp 800.000 – Rp 1.500.000 ASPEK PENGALAMAN KONSUMEN 1. Berapa lama anda telah mengikuti kursus di ILP :

Lanjutan Lampiran 1 2. Saat ini anda berada pada level :

a. foundation b. Basic c. intermediate d. PIES e. AES f. FCE g. CAE h. TP i. TE

3. Menurut anda, apa aspek yang paling penting dari lembaga kursus bahasa Inggris? a. Materi yang up to date

b. Biaya kursus yang terjangkau c. Lokasi yang strategis d. Iklan/ promosinya e. Tempat yang nyaman f. Pengajar yang berkualitas g. Metode Pengajaran

4. Siapa yang membiayai kursus anda di ILP: a. orang tua / wali

b. perusahaan c. sendiri d. pihak lainnya

Petunjuk : Berilah tanda (√) pada jawaban yang paling sesuai menurut anda SS = Sangat Setuju S = Setuju BS = Biasa Saja

TS = Tidak Setuju STS = Sangat Tidak Setuju Produk

No Pernyataan SS S BS TS STS

A1 program pendidikan bahasa Inggris yang ada di ILP berkualitas A2 ILP adalah nama merek yang bagus

serta mudah diingat

A3 semua jasa yang diberikan oleh ILP dapat menjamin bahwa murid ILP dapat berbahasa Inggris dengan baik A4 fasilitas belajar di ILP sudah

lengkap Harga

No Pernyataan SS S BS TS STS

B1 Biaya kursus bahasa Inggris di ILP sudah sesuai dengan kualitas yang diberikan

B2 ILP sering memberikan Diskon dan penawaran khusus

Citra tempat

No Pernyataan SS S BS TS STS

C1 Lokasi ILP sudah strategis C2 Lokasi ILP mudah di akses

Lanjutan Lampiran 1 Intensitas Iklan

No Pernyataan SS S BS TS STS

D1 D11 - Saya sering melihat iklan ILP di TV D12 - Saya sering mendengar iklan ILP di Radio

D13 - Saya sering melihat iklan ILP di iklan media cetak

D14 - Saya sering melihat iklan ILP di Billboard (papan reklame)

D2 D21 - ILP sering mengadakan tes TOEFL secara gratis

D22 - ILP mengadakan promosi dengan menjadi sponsor kegiatan tertentu

D23 - ILP sering mengadakan event/ kegiatan menarik

Proses

No Pernyataan SS S BS TS STS

E1 Prosedur pengajaran di ILP sudah baik E2 Keterlibatan murid dalam pelajaran di kelas

sangat diutamakan

E3 Urutan aktivitas proses pelayanan selama kursus telah tepat waktu

Lingkungan Fisik

No Pernyataan SS S BS TS STS

F1 F11 - Tata ruang ILP secara keseluruhan sudah baik F12 – tempat menunggu di ILP sudah nyaman

F13 – parkiran untuk kendaraan yang luas

F14 – toilet di ILP selalu bersih dan terawatt

F2 F21 – pencahayaan ketika sedang belajar di kelas sudah baik F22 – pengharum ruangan selalu disemprotkan ketika pelajaran akan dimulai

F23 – tata letak tempat duduk dan meja selalu rapih ketika pelajaran akan dimulai

F24 – kebersihan kelas selalu terjaga ketika pelajaran akan dimulai

F25 – penyejuk ruangan (AC) selalu berfungsi dengan baik

Lanjutan Lampiran 1

F3 Perabotan serta peralatan di ILP selalu tertata rapih dan teratur F4 Tingkat kebisingan ketika belajar

sangat rendah

F5 Toilet di ILP selalu bersih dan terawatt

Karyawan dan Staf Pengajar

No Pernyataan SS S BS TS STS

G1 Penampilan karyawan ILP sudah baik dan rapih

G2 Karyawan ILP dapat merespon dengan cepat dan tepat ketika ada pertanyaan dan keluhan

G3 Karyawan ILP memiliki sikap yang baik

G4 Kemampuan Staf pengajar di ILP sudah berkualitas

G5 Karyawan ILP memiliki perhatian tinggi apabila ada pertanyaan dan keluhan

Citra Merek

No Pernyataan SS S BS TS STS

H1 ILP merupaka tempat kursus yang lebih terkenal dibandingkan tempat kursus lainnya

H2 ILP memberikan pelayanan yang menyenangkan dan menarik H3 ILP sangat memberikan manfaat

Lampiran 2. Output SPSS Uji Validitas dan Reliabilitas Produk Correlations A1 A2 A3 A4 Jumlah A1 Pearson Correlation 1 .478** .494** .337* .645** Sig. (1-tailed) .004 .003 .034 .000 N 30 30 30 30 30 A2 Pearson Correlation .478** 1 .760**.617** .890** Sig. (1-tailed) .004 .000 .000 .000 N 30 30 30 30 30 A3 Pearson Correlation .494** .760** 1 .663** .910** Sig. (1-tailed) .003 .000 .000 .000 N 30 30 30 30 30 A4 Pearson Correlation .337* .617** .663** 1 .814** Sig. (1-tailed) .034 .000 .000 .000 N 30 30 30 30 30

Jumlah Pearson Correlation .645** .890** .910**.814** 1 Sig. (1-tailed) .000 .000 .000 .000

N 30 30 30 30 30

**. Correlation is significant at the 0.01 level (1-tailed). *. Correlation is significant at the 0.05 level (1-tailed).

Reliability Statistics Cronbach's Alpha N of Items

.838 4 HARGA Correlations B1 B2 jumlah B1 Pearson Correlation 1 .877** .967** Sig. (1-tailed) .000 .000 N 30 30 30 B2 Pearson Correlation .877** 1 .971** Sig. (1-tailed) .000 .000 N 30 30 30

Jumlah Pearson Correlation .967** .971** 1 Sig. (1-tailed) .000 .000

N 30 30 30

**. Correlation is significant at the 0.01 level (1-tailed).

Reliability Statistics Cronbach's Alpha N of Items

Lanjutan Lampiran 2 TEMPAT Correlations C1 C2 Jumlah C1 Pearson Correlation 1 .587** .870** Sig. (1-tailed) .000 .000 N 30 30 30 C2 Pearson Correlation .587** 1 .910** Sig. (1-tailed) .000 .000 N 30 30 30

Jumlah Pearson Correlation .870** .910** 1 Sig. (1-tailed) .000 .000

N 30 30 30

**. Correlation is significant at the 0.01 level (1-tailed).

Reliability Statistics Cronbach's Alpha N of Items

.733 2 Iklan tahap 1 Correlations D11 D12 D13 D14 D21 D22 D23 Jumlah D11 Pearson Correlation 1 .500** .406*-.014 .551** .415* .292 .562** Sig. (2-tailed) .005 .026 .943 .002 .023 .118 .001 N 30 30 30 30 30 30 30 30 D12 Pearson Correlation .500** 1 .671** .125 .896**.665**.642** .842** Sig. (2-tailed) .005 .000 .509 .000 .000 .000 .000 N 30 30 30 30 30 30 30 30 D13 Pearson Correlation .406* .671** 1 .203 .667**.936**.899** .927** Sig. (2-tailed) .026 .000 .283 .000 .000 .000 .000 N 30 30 30 30 30 30 30 30 D14 Pearson Correlation -.014 .125 .203 1 .157 .054 .050 .278 Sig. (2-tailed) .943 .509 .283 .408 .775 .795 .136 N 30 30 30 30 30 30 30 30 D21 Pearson Correlation .551** .896** .667** .157 1 .698**.646** .862** Sig. (2-tailed) .002 .000 .000 .408 .000 .000 .000 N 30 30 30 30 30 30 30 30 D22 Pearson Correlation .415* .665** .936** .054 .698** 1 .939** .915** Sig. (2-tailed) .023 .000 .000 .775 .000 .000 .000 N 30 30 30 30 30 30 30 30 D23 Pearson Correlation .292 .642** .899** .050 .646**.939** 1 .875** Sig. (2-tailed) .118 .000 .000 .795 .000 .000 .000 N 30 30 30 30 30 30 30 30 Jumlah Pearson Correlation .562** .842** .927** .278 .862**.915**.875** 1

Sig. (2-tailed) .001 .000 .000 .136 .000 .000 .000 N 30 30 30 30 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed).

Correlations D11 D12 D13 D14 D21 D22 D23 Jumlah D11 Pearson Correlation 1 .500** .406*-.014 .551** .415* .292 .562** Sig. (2-tailed) .005 .026 .943 .002 .023 .118 .001 N 30 30 30 30 30 30 30 30 D12 Pearson Correlation .500** 1 .671** .125 .896**.665**.642** .842** Sig. (2-tailed) .005 .000 .509 .000 .000 .000 .000 N 30 30 30 30 30 30 30 30 D13 Pearson Correlation .406* .671** 1 .203 .667**.936**.899** .927** Sig. (2-tailed) .026 .000 .283 .000 .000 .000 .000 N 30 30 30 30 30 30 30 30 D14 Pearson Correlation -.014 .125 .203 1 .157 .054 .050 .278 Sig. (2-tailed) .943 .509 .283 .408 .775 .795 .136 N 30 30 30 30 30 30 30 30 D21 Pearson Correlation .551** .896** .667** .157 1 .698**.646** .862** Sig. (2-tailed) .002 .000 .000 .408 .000 .000 .000 N 30 30 30 30 30 30 30 30 D22 Pearson Correlation .415* .665** .936** .054 .698** 1 .939** .915** Sig. (2-tailed) .023 .000 .000 .775 .000 .000 .000 N 30 30 30 30 30 30 30 30 D23 Pearson Correlation .292 .642** .899** .050 .646**.939** 1 .875** Sig. (2-tailed) .118 .000 .000 .795 .000 .000 .000 N 30 30 30 30 30 30 30 30 Jumlah Pearson Correlation .562** .842** .927** .278 .862**.915**.875** 1

Sig. (2-tailed) .001 .000 .000 .136 .000 .000 .000 N 30 30 30 30 30 30 30 30 *. Correlation is significant at the 0.05 level (2-tailed).

Reliability Statistics Cronbach's Alpha N of Items

.882 7 Iklan Tahan 2 Correlations D11 D12 D13 D21 D22 D23 JUMLAH D11 Pearson Correlation 1 .500** .406*.551** .415* .292 .584** Sig. (2-tailed) .005 .026 .002 .023 .118 .001 N 30 30 30 30 30 30 30 D12 Pearson Correlation .500** 1 .671**.896**.665**.642** .849** Sig. (2-tailed) .005 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30 D13 Pearson Correlation .406* .671** 1 .667**.936**.899** .924** Sig. (2-tailed) .026 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30 D21 Pearson Correlation .551** .896**.667** 1 .698**.646** .864** Sig. (2-tailed) .002 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30

Lanjutan Lampiran 2 D22 Pearson Correlation .415* .665** .936**.698** 1 .939**.937** Sig. (2-tailed) .023 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30 D23 Pearson Correlation .292 .642** .899**.646**.939** 1 .896** Sig. (2-tailed) .118 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30 JUMLAH Pearson Correlation .584** .849** .924**.864**.937**.896** 1

Sig. (2-tailed) .001 .000 .000 .000 .000 .000 N 30 30 30 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Reliability Statistics Cronbach's Alpha N of Items

.922 6 PROSES Correlations E1 E2 E3 jumlah E1 Pearson Correlation 1 .416* .412* .641** Sig. (2-tailed) .022 .024 .000 N 30 30 30 30 E2 Pearson Correlation .416* 1 .971** .958** Sig. (2-tailed) .022 .000 .000 N 30 30 30 30 E3 Pearson Correlation .412* .971** 1 .957** Sig. (2-tailed) .024 .000 .000 N 30 30 30 30

Jumlah Pearson Correlation .641** .958** .957** 1 Sig. (2-tailed) .000 .000 .000

N 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

Reliability Statistics Cronbach's Alpha N of Items

Lanjutan Lampiran 2 Lingkungan Fisik tahap 1

Correlations F11 F12 F13 F21 F22 F23 F24 F25 F3 F4 F5 JUMLAH F11 Pearson Correlation 1 .769** .449* .163 .398* .116 .204 .010 .449* .451* .284 .699** Sig. (2-tailed) .000 .013 .388 .029 .543 .278 .959 .013 .012 .129 .000 N 30 30 30 30 30 30 30 30 30 30 30 30 F12 Pearson Correlation .769** 1 .411* .275 .347 .371* .452*-.083 .411*.602** .406* .800** Sig. (2-tailed) .000 .024 .142 .060 .043 .012 .661 .024 .000 .026 .000 N 30 30 30 30 30 30 30 30 30 30 30 30 F13 Pearson Correlation .449* .411* 1 .022 .355 .213 .166 .298 1.000** .462* .463* .801** Sig. (2-tailed) .013 .024 .907 .054 .259 .381 .110 .000 .010 .010 .000 N 30 30 30 30 30 30 30 30 30 30 30 30 F21 Pearson Correlation .163 .275 .022 1 .266 .356 .443* .247 .022 -.046 -.254 .312 Sig. (2-tailed) .388 .142 .907 .155 .054 .014 .189 .907 .808 .176 .093 N 30 30 30 30 30 30 30 30 30 30 30 30 F22 Pearson Correlation .398* .347 .355 .266 1 .189 .189 .213 .355 .064 -.036 .538** Sig. (2-tailed) .029 .060 .054 .155 .318 .317 .258 .054 .738 .852 .002 N 30 30 30 30 30 30 30 30 30 30 30 30 F23 Pearson Correlation .116 .371* .213 .356 .189 1 .695** .306 .213 -.119 -.237 .424* Sig. (2-tailed) .543 .043 .259 .054 .318 .000 .100 .259 .531 .207 .019 N 30 30 30 30 30 30 30 30 30 30 30 30 F24 Pearson Correlation .204 .452* .166 .443* .189 .695** 1 .218 .166 -.010 -.174 .459* Sig. (2-tailed) .278 .012 .381 .014 .317 .000 .248 .381 .957 .358 .011 N 30 30 30 30 30 30 30 30 30 30 30 30 F25 Pearson Correlation .010 -.083 .298 .247 .213 .306 .218 1 .298 -.168 -.109 .282 Sig. (2-tailed) .959 .661 .110 .189 .258 .100 .248 .110 .375 .565 .131 N 30 30 30 30 30 30 30 30 30 30 30 30 F3 Pearson Correlation .449* .411*1.000** .022 .355 .213 .166 .298 1 .462* .463* .801** Sig. (2-tailed) .013 .024 .000 .907 .054 .259 .381 .110 .010 .010 .000 N 30 30 30 30 30 30 30 30 30 30 30 30 F4 Pearson Correlation .451*.602** .462*-.046 .064 -.119 -.010 -.168 .462* 1 .789** .625** Sig. (2-tailed) .012 .000 .010 .808 .738 .531 .957 .375 .010 .000 .000 N 30 30 30 30 30 30 30 30 30 30 30 30 F5 Pearson Correlation .284 .406* .463*-.254 -.036 -.237 -.174 -.109 .463*.789** 1 .493** Sig. (2-tailed) .129 .026 .010 .176 .852 .207 .358 .565 .010 .000 .006 N 30 30 30 30 30 30 30 30 30 30 30 30 JUMLAH Pearson Correlation .699** .800** .801** .312 .538** .424* .459* .282 .801**.625** .493** 1

Sig. (2-tailed) .000 .000 .000 .093 .002 .019 .011 .131 .000 .000 .006 N 30 30 30 30 30 30 30 30 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Reliability Statistics Cronbach's Alpha N of Items

Lanjutan Lampiran 2 Lingkungan Fisik tahap 2

Correlations F11 F12 F13 F22 F23 F24 F3 F4 F5 JUMLAH F11 Pearson Correlation 1 .769** .449* .398* .116 .204 .449* .451* .284 .717** Sig. (2-tailed) .000 .013 .029 .543 .278 .013 .012 .129 .000 N 30 30 30 30 30 30 30 30 30 30 F12 Pearson Correlation .769** 1 .411* .347 .371* .452* .411*.602** .406* .820** Sig. (2-tailed) .000 .024 .060 .043 .012 .024 .000 .026 .000 N 30 30 30 30 30 30 30 30 30 30 F13 Pearson Correlation .449* .411* 1 .355 .213 .166 1.000** .462* .463* .809** Sig. (2-tailed) .013 .024 .054 .259 .381 .000 .010 .010 .000 N 30 30 30 30 30 30 30 30 30 30 F22 Pearson Correlation .398* .347 .355 1 .189 .189 .355 .064 -.036 .513** Sig. (2-tailed) .029 .060 .054 .318 .317 .054 .738 .852 .004 N 30 30 30 30 30 30 30 30 30 30 F23 Pearson Correlation .116 .371* .213 .189 1 .695** .213 -.119 -.237 .374* Sig. (2-tailed) .543 .043 .259 .318 .000 .259 .531 .207 .042 N 30 30 30 30 30 30 30 30 30 30 F24 Pearson Correlation .204 .452* .166 .189 .695** 1 .166 -.010 -.174 .410* Sig. (2-tailed) .278 .012 .381 .317 .000 .381 .957 .358 .024 N 30 30 30 30 30 30 30 30 30 30 F3 Pearson Correlation .449* .411*1.000** .355 .213 .166 1 .462* .463* .809** Sig. (2-tailed) .013 .024 .000 .054 .259 .381 .010 .010 .000 N 30 30 30 30 30 30 30 30 30 30 F4 Pearson Correlation .451*.602** .462* .064 -.119 -.010 .462* 1 .789** .681** Sig. (2-tailed) .012 .000 .010 .738 .531 .957 .010 .000 .000 N 30 30 30 30 30 30 30 30 30 30 F5 Pearson Correlation .284 .406* .463* -.036 -.237 -.174 .463*.789** 1 .559** Sig. (2-tailed) .129 .026 .010 .852 .207 .358 .010 .000 .001 N 30 30 30 30 30 30 30 30 30 30 JUMLAH Pearson Correlation .717** .820** .809**.513** .374* .410* .809**.681**.559** 1

Sig. (2-tailed) .000 .000 .000 .004 .042 .024 .000 .000 .001 N 30 30 30 30 30 30 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed). Reliability Statistics

Cronbach's Alpha N of Items

.813 9 PEOPLE Correlations G1 G2 G3 G4 G5 JUMLAH G1 Pearson Correlation 1 .418* .439*.737**.218 .821** Sig. (2-tailed) .022 .015 .000 .248 .000 N 30 30 30 30 30 30

Lanjutan Lampiran 2 G2 Pearson Correlation .418* 1 .422* .335 .757**.711** Sig. (2-tailed) .022 .020 .070 .000 .000 N 30 30 30 30 30 30 G3 Pearson Correlation .439* .422* 1 .350 .317 .701** Sig. (2-tailed) .015 .020 .058 .088 .000 N 30 30 30 30 30 30 G4 Pearson Correlation .737** .335 .350 1 .375*.809** Sig. (2-tailed) .000 .070 .058 .041 .000 N 30 30 30 30 30 30 G5 Pearson Correlation .218 .757** .317 .375* 1 .626** Sig. (2-tailed) .248 .000 .088 .041 .000 N 30 30 30 30 30 30

JUMLAH Pearson Correlation .821** .711** .701**.809**.626** 1 Sig. (2-tailed) .000 .000 .000 .000 .000

N 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

Reliability Statistics Cronbach's Alpha N of Items

.778 5 CITRA MEREK Correlations H1 H2 H3 JUMLAH H1 Pearson Correlation 1 .634** .495** .804** Sig. (2-tailed) .000 .005 .000 N 30 30 30 30 H2 Pearson Correlation .634** 1 .801** .923** Sig. (2-tailed) .000 .000 .000 N 30 30 30 30 H3 Pearson Correlation .495** .801** 1 .890** Sig. (2-tailed) .005 .000 .000 N 30 30 30 30

JUMLAH Pearson Correlation .804** .923** .890** 1 Sig. (2-tailed) .000 .000 .000

N 30 30 30 30

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

Reliability Statistics Cronbach's Alpha N of Items

Lampiran 3. Perhitungan Uji Reliabilitas Alat Ukur

Hasil standar loading dan measurement error CFA PRODUK dapat dilihat pada Tabel

Tabel Reliabilitas Konstruk Eksogen

Indikator Standar Loading (λ) Measurement Error (1-λ)²

A2 0.50 0.25 A3 0.57 0.1849 A4 0.39 0.3721 B1 0.70 0.09 B2 0.94 0.0036 C1 0.66 0.1156 C2 0.37 0.3969 D1 0.67 0.1089 D2 0.64 0.1296 E1 0.36 0.4096 E2 0.57 0.1849 E3 0.54 0.2116 F1 0.69 0.0961 F3 0.37 0.3969 G1 0.63 0.1369 G3 0.48 0.2704 G4 0.93 0.0049 JUMLAH 10.01 3.3629

Nilai reliabilitas konstruk sebagai berikut :

10.01

10.01 3.3629 ^0.9675

Karena nilai reliabilitas konstruk eksogen sebesar 0.9675 ≥ 0,70 maka dapat dikatakan bahwa variabel - variabel tersebut sudah reliabel.

Lanjutan Lampiran 3. Perhitungan Uji Reliabilitas Alat Ukur

Tabel Reliabilitas Konstruk Endogen

Indikator Standar Loading (λ) Measurement Error (1-λ)²

H1 0.47 0.2809

H2 0.63 0.1369

H3 0.44 0.3136

JUMLAH 1.57 0.7314

Nilai reliabilitas konstruk sebagai berikut :

1.57

1.57 0.7314 ^0.7711

Karena nilai reliabilitas konstruk eksogen sebesar 0.7711 ≥ 0,70 maka dapat dikatakan bahwa variabel - variabel tersebut sudah reliabel.

Lampiran 4. Syntax Lisrel Uji CFA Eksogen Tahap Akhir

CFA EKSOGEN

Raw Data from file 'D:\a\DATA.psf'

Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4= PEOPLE

set error variance of B2 equal to free set error covariance of D1 and B1 free set error covariance of D2 and B2 free Path Diagram

Iterations = 250

Method of Estimation: MAXIMUM LIKELIHOOD End of Problem

Lampiran 5. Output Lisrel Uji CFA Eksogen Tahap Akhir

DATE: 8/10/2010

TIME: 9:41

L I S R E L 8.50 BY

Karl G. Jöreskog & Dag Sörbom

This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Lincolnwood, IL 60712, U.S.A.

Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140 Copyright by Scientific Software International, Inc., 1981-2001 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 D:\a\CFA EKSOGEN.spj: CFA EKSOGEN

Raw Data from file 'D:\a\DATA.psf'

Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4= PEOPLE

set error variance of B2 equal to free set error covariance of D1 and B1 free set error covariance of D2 and B2 free Path Diagram

Iterations = 250

Method of Estimation: MAXIMUM LIKELIHOOD End of Problem

Sample Size = 120

Lanjutan Lampiran 5 CFA EKSOGEN Covariance Matrix A2 A3 --- --- A2 0.45 A3 0.29 A4 0.17 B1 0.06 B2 0.03 C1 0.05 C2 0.08 D1 0.11 D2 0.10 E1 0.13 E2 E3 0.08 F1 0.26 F3 0.09 G1 0.07 G3 0.07 G4 0.05 Covariance Matrix C2 D1 --- --- C2 0.50 D1 0.04 D2 0.04 E1 0.03 E2 0.01 E3 0.05 F1 0.09 F3 -0.02 G1 0.04 G3 0.09 G4 0.10 Covariance Matrix F1 F3 --- --- F1 0.38 F3 0.25 G1 G3 0.10 G4 0.03 CFA EKSOGEN Number of A4 B1 B2 C1 --- --- --- --- 0.42 0.22 0.39 0.03 -0.02 0.74 0.03 0.02 0.65 0.86 0.08 0.07 0.13 0.16 0.51 0.11 0.02 0.07 0.07 0.24 0.06 0.02 0.20 0.16 0.13 0.09 0.07 0.18 0.34 0.10 0.10 0.13 0.09 0.10 0.06 0.01 -0.03 0.05 0.13 0.11 0.06 0.02 0.06 0.20 0.16 0.07 0.29 0.22 0.04 0.04 0.09 0.15 0.18 0.03 0.02 0.06 0.03 0.04 0.15 0.10 0.05 0.11 0.07 0.16 0.13 0.07 0.02 0.04 0.15 0.15 0.19 D2 E1 E2 E3 --- --- --- --- 0.55 0.43 0.65 0.13 0.15 0.32 0.09 0.04 0.20 0.39 0.12 0.07 0.18 0.31 0.48 0.10 0.11 0.11 0.01 0.06 0.13 0.09 0.05 0.03 0.08 0.10 0.07 0.07 0.10 0.09 0.14 0.12 0.14 0.14 0.12 0.11 0.12 0.13 0.14 0.11 G1 G3 G4 --- --- --- 0.67 0.04 -0.02 0.87 0.06 0.31 0.79 0.04 0.59 0.44 1.01 Iterations = 27

Lanjutan Lampiran 5 Measurement Equations A2 = 0.50*PRODUK, Errorvar.= 0.19 , R² = 0.57 (0.054) (0.030) 9.23 6.43 A3 = 0.57*PRODUK, Errorvar.= 0.089 , R² = 0.78 (0.049) (0.023) 11.63 3.96 A4 = 0.39*PRODUK, Errorvar.= 0.24 , R² = 0.38 (0.054) (0.034) 7.13 7.13 B1 = 0.70*HARGA, Errorvar.= 0.25 , R² = 0.66 (0.065) (0.032) 10.79 8.07 B2 = 0.92*HARGA,, R² = 1.00 (0.058) 15.86 C1 = 0.65*TEMPAT, Errorvar.= 0.088, R² = 0.83 (0.11) (0.13) 5.71 0.66 C2 = 0.37*TEMPAT, Errorvar.= 0.36 , R² = 0.28 (0.084) (0.065) 4.44 5.63 D1 = 0.64*IKLAN, Errorvar.= 0.13 , R² = 0.76 (0.075) (0.073) 8.55 1.75 D2 = 0.68*IKLAN, Errorvar.= 0.21 , R² = 0.68 (0.080) (0.083) 8.50 2.58 E1 = 0.36*PROSES, Errorvar.= 0.20 , R² = 0.39 (0.050) (0.029) 7.09 6.86 E2 = 0.57*PROSES, Errorvar.= 0.068 , R² = 0.83 (0.052) (0.032) 10.99 2.10 E3 = 0.54*PROSES, Errorvar.= 0.18 , R² = 0.62 (0.059) (0.037) 9.24 4.88 F1 = 0.69*LINGFIS, Errorvar.= -0.099 , R² = 1.26 (0.066) (0.078) 10.52 -1.26

Lanjutan Lampiran 5 F3 = 0.36*LINGFIS, Errorvar.= 0.54 , R² = 0.20 (0.077) (0.073) 4.71 7.37 G1 = 0.63*PEOPLE, Errorvar.= 0.47 , R² = 0.46 (0.088) (0.083) 7.22 5.61 G3 = 0.48*PEOPLE, Errorvar.= 0.56 , R² = 0.29 (0.084) (0.081) 5.73 6.96 G4 = 0.93*PEOPLE, Errorvar.= 0.15 , R² = 0.85 (0.096) (0.12) 9.70 1.20

Error Covariance for D1 and B1 = 0.049 (0.029)

1.68

Error Covariance for D2 and B2 = 0.15 (0.036)

4.15

Correlation Matrix of Independent Variables

PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS --- --- --- --- --- --- PRODUK 1.00 HARGA 0.03 1.00 (0.10) 0.35 TEMPAT 0.22 0.31 1.00 (0.11) (0.10) 1.99 3.15 IKLAN 0.22 0.28 0.27 1.00 (0.10) (0.09) (0.11) 2.16 3.04 2.47 PROSES 0.07 0.27 0.18 0.25 1.00 (0.11) (0.09) (0.11) (0.10) 0.64 3.04 1.68 2.47 LINGFIS 0.76 0.05 0.21 0.22 0.10 1.00 (0.08) (0.08) (0.09) (0.09) (0.09) 9.67 0.69 2.26 2.54 1.14 PEOPLE 0.08 0.16 0.29 0.21 0.28 0.07 (0.11) (0.09) (0.11) (0.10) (0.10) (0.09) 0.78 1.79 2.73 2.06 2.89 0.81

Lanjutan Lampiran 5

Correlation Matrix of Independent Variables PEOPLE

--- PEOPLE 1.00

Goodness of Fit Statistics Degrees of Freedom = 97

Minimum Fit Function Chi-square = 133.88 (P = 0.0078)

Normal Theory Weighted Least Squares Chi-square = 121.18 (P = 0.049) Estimated Non-centrality Parameter (NCP) = 24.18

90 Percent Confidence Interval for NCP = (0.15 ; 56.36)

Minimum Fit Function Value = 1.13

Population Discrepancy Function Value (F0) = 0.20 90 Percent Confidence Interval for F0 = (0.0013 ; 0.47) Root Mean Square Error of Approximation (RMSEA) = 0.046 90 Percent Confidence Interval for RMSEA = (0.0036 ; 0.070) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.59

Expected Cross-Validation Index (ECVI) = 1.96 90 Percent Confidence Interval for ECVI = (1.76 ; 2.23) ECVI for Saturated Model = 2.57

ECVI for Independence Model = 8.65

Chi-square for Independence Model with 136 Degrees of Freedom = 995.60 Independence AIC = 1029.60 Model AIC = 233.18 Saturated AIC = 306.00 Independence CAIC = 1093.99 Model CAIC = 445.28 Saturated CAIC = 885.49

Normed Fit Index (NFI) = 0.87 Non-Normed Fit Index (NNFI) = 0.94 Parsimony Normed Fit Index (PNFI) = 0.62 Comparative Fit Index (CFI) = 0.96 Incremental Fit Index (IFI) = 0.96 Relative Fit Index (RFI) = 0.81

Critical N (CN) = 118.61

Root Mean Square Residual (RMR) = 0.038 Standardized RMR = 0.077

Goodness of Fit Index (GFI) = 0.89 Adjusted Goodness of Fit Index (AGFI) = 0.83 Parsimony Goodness of Fit Index (PGFI) = 0.57 The Modification Indices Suggest to Add the

Path to from Decrease in Chi-square New Estimate E1 PRODUK 20.5 0.21

E1 IKLAN 10.5 0.16 E2 PRODUK 14.9 -0.17

Lampiran 6. Syntax Lisrel Hasil Uji CFA Endogen

CFA ENDOGEN

Raw Data from file 'D:\a\DATA.psf' Latent Variables CITRA

H1-H3 = CITRA

set error variance of H2 equal to free Relationships

Path Diagram Iterations = 250

Method of Estimation: maximum likelihood End of Problem

Lampiran 7. Output Lisrel Hasil Uji Kesesuaian CFA Endogen DATE: 8/10/2010

TIME: 9:44

L I S R E L 8.50 BY

Karl G. Jöreskog & Dag Sörbom

This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Lincolnwood, IL 60712, U.S.A.

Website: www.ssicentral.com

The following lines were read from file D:\a\CFA ENDOGEN.spj: CFA ENDOGEN

Raw Data from file 'D:\a\DATA.psf' Latent Variables CITRA

H1-H3 = CITRA

set error variance of H2 equal to free Relationships

Path Diagram Iterations = 250

Method of Estimation: maximum likelihood End of Problem

Lanjutan Lampiran 7 CFA ENDOGEN Covariance Matrix H1 H2 H3 --- --- --- H1 0.46 H2 0.29 0.40 H3 0.18 0.28 0.49 CFA ENDOGEN Number of Iterations = 5

LISREL Estimates (Maximum Likelihood) Measurement Equations H1 = 0.47*CITRA, Errorvar.= 0.25 , R² = 0.47 (0.055) (0.032) 8.53 7.71 H2 = 0.63*CITRA,, R² = 1.00 (0.041) 15.43 H3 = 0.44*CITRA, Errorvar.= 0.29 , R² = 0.40 (0.057) (0.038) 7.69 7.71

Correlation Matrix of Independent Variables CITRA

--- 1.00

Goodness of Fit Statistics Degrees of Freedom = 1

Minimum Fit Function Chi-square = 0.66 (P = 0.42)

Normal Theory Weighted Least Squares Chi-square = 0.66 (P = 0.42) Estimated Non-centrality Parameter (NCP) = 0.0

90 Percent Confidence Interval for NCP = (0.0 ; 6.02)

Minimum Fit Function Value = 0.0056 Population Discrepancy Function Value (F0) = 0.0 90 Percent Confidence Interval for F0 = (0.0 ; 0.051) Root Mean Square Error of Approximation (RMSEA) = 0.0 90 Percent Confidence Interval for RMSEA = (0.0 ; 0.22) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.48

Lanjutan Lampiran 7

Expected Cross-Validation Index (ECVI) = 0.092 90 Percent Confidence Interval for ECVI = (0.092 ; 0.14) ECVI for Saturated Model = 0.10

ECVI for Independence Model = 1.20

Chi-square for Independence Model with 3 Degrees of Freedom = 136.21 Independence AIC = 142.21 Model AIC = 10.66 Saturated AIC = 12.00 Independence CAIC = 153.57 Model CAIC = 29.60 Saturated CAIC = 34.72

Normed Fit Index (NFI) = 1.00 Non-Normed Fit Index (NNFI) = 1.01 Parsimony Normed Fit Index (PNFI) = 0.33 Comparative Fit Index (CFI) = 1.00 Incremental Fit Index (IFI) = 1.00 Relative Fit Index (RFI) = 0.99

Critical N (CN) = 1191.80

Root Mean Square Residual (RMR) = 0.0082 Standardized RMR = 0.017

Goodness of Fit Index (GFI) = 1.00 Adjusted Goodness of Fit Index (AGFI) = 0.98 Parsimony Goodness of Fit Index (PGFI) = 0.17 Time used: 0.047 Seconds

Lampiran 8. Syntax Model SEM Hasil Uji Kesesuaian Tahap Akhir

Raw Data from file 'D:\full struktur\S.psf'

Dalam dokumen BAURAN DIDIT SETIADI H (Halaman 92-124)