Lampiran 1 Kuesioner Penelitian
PENGARUH CITRA MEREK TERHADAP KESEDIAAN MEMBAYAR MAHAL
DONUT KEMASAN PAKET J.CO DONUTS & COFFEE CABANG PLAZA MEDAN
FAIR PADA MAHASISWA FAKULTAS EKONOMI&BISNIS UNIVERSITAS
SUMATERA UTARA
No. Responden : ...
Identitas Responden
Nama
:
Umur
:
Jenis Kelamin
:
□
Pria
□
Wanita
Frekuensi membeli
:
( ) satu kali dalam sebulan
( ) dua kali dalam sebulan
( ) lebih dari dua kali dalam sebulan
Petunjuk Pengisian
Berilah tanda check list (
√) pada salah satu jawaban yang telah disediakan sesuai dengan
pendapat saudara
Keterangan : Sangat Setuju
(SS)
Setuju
(S)
Kurang Setuju
(KS)
Tidak Setuju
(TS)
Sangat Tidak Setuju
(STS)
Variabel Citra Merek
Skala Ukur
No.
Pernyataan
SS
S
KS TS
STS
1.
Donat kemasan J.Co donuts&coffee memiliki
rasa yang berbeda
2.
Saya dapat memilih donat dengan berbagai
variasi
topping yang banyak hanya di J.Co
donuts&coffee
3.
Bisa membeli donat J.Co donuts&coffee
membuat saya bangga daripada membeli donat
dengan merek lain
4.
Restoran donat J.Co merupakan restoran donat
dengan lifestyle anak muda
5.
J.Co donuts&coffee berbeda dari donat-donat
lain karena berstruktur lebih lembut
6.
J.Co donuts&coffee merupakan merek asli
Indonesia
7.
ketika membeli donat di J.Co donuts &coffee
Saya dapat melihat atraksi cara pembuatan donat
8.
J.Co donuts &coffee menawarkan banyak variasi
donat dengan nama-nama yang unik
Variabel Kesediaan Membayar Mahal
Skala Ukur
No.
Pernyataan
Ya
Tidak
1.
Apakah anda bersedia untuk membayar mahal?
Lampiran 2 Output Analisis Deskriptif
Jenis_Kelamin
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Cumulative
Distribusi Jawaban Variabel Citra Merek dan Kesediaan Membayar Mahal
Statistics kelompok umur
Frequency Percent Valid Percent
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Cumulative
Percent
Valid 2 5 6.2 6.2 6.2
4 34 42.0 42.0 84.0
5 13 16.0 16.0 100.0
Total 81 100.0 100.0
P4
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
P6
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Cumulative
Frequency Percent Valid Percent
Kesediaan_membayar_mahal
Frequency Percent Valid Percent
Cumulative
Percent
Valid Tidak bersedia membayar
mahal 32 39.5 39.5 39.5
Bersedia membayar mahal 49 60.5 60.5 100.0
Total 81 100.0 100.0
Lampiran 3 Output Validitas Data Dan Reliabilitas Tes
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.
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Cronbach's Alpha N of Items
Lampiran 4 Output Analisis Logistik
Logistic Regression
[DataSet0]
Case Processing Summary
Unweighted Casesa N Percent
Selected Cases Included in Analysis 81 100.0
Missing Cases 0 .0
Total 81 100.0
Unselected Cases 0 .0
Total 81 100.0
a. If weight is in effect, see classification table for the total number of
cases.
Dependent Variable Encoding
Original Value Internal Value
Tidak bersedia membayar
mahal 0
Bersedia membayar mahal 1
Block 1: Method = Enter
Iteration Historya,b,c,d
Iteration -2 Log likelihood
Coefficients
Constant Citra_merek
Step 1 1 103.246 -3.382 .123
2 103.165 -3.788 .138
3 103.165 -3.799 .138
4 103.165 -3.799 .138
a. Method: Enter
b. Constant is included in the model.
Iteration Historya,b,c,d
Iteration -2 Log likelihood
Coefficients
Constant Citra_merek
Step 1 1 103.246 -3.382 .123
2 103.165 -3.788 .138
3 103.165 -3.799 .138
4 103.165 -3.799 .138
a. Method: Enter
b. Constant is included in the model.
d. Estimation terminated at iteration number 4 because parameter
estimates changed by less than ,001.
Omnibus Tests of Model Coefficients
Chi-square df Sig.
Step 1 Step 5.530 1 .019
Block 5.530 1 .019
Model 5.530 1 .019
Model Summary
Contingency Table for Hosmer and Lemeshow Test
Kesediaan_membayar_mahal = Tidak
bersedia membayar mahal
Kesediaan_membayar_mahal =
Bersedia membayar mahal
Total
Observed Expected Observed Expected
Step -2 Log likelihood Cox & Snell R Square Nagelkerke R Square
1 103.165a .066 .089
a. Estimation terminated at iteration number 4 because parameter estimates changed by less than ,001.
Hosmer and Lemeshow Test
Step Chi-square df Sig.
1 7.029 8 .533
Classification Tablea
Observed
Predicted
Kesediaan_membayar_mahal
Percentage
Correct Tidak bersedia
membayar mahal
Bersedia
membayar mahal
Step 1 Kesediaan_membayar_mahal Tidak bersedia membayar
mahal 9 23 28.1
Bersedia membayar mahal 9 40 81.6
Overall Percentage 60.5
a. The cut value is ,500
Variables in the Equation
B S.E. Wald df Sig. Exp(B)
95,0% C.I.for EXP(B)
Lower Upper
Step 1a Citra_merek .138 .062 5.054 1 .025 1.148 1.018 1.296
Constant -3.799 1.878 4.091 1 .043 .022
Step number: 1
Predicted ─────────┼─────────┼─────────┼─────────┼─────────┼─────────┼─────────┼───
──────┼─────────┼──────────
Prob: 0 ,1 ,2 ,3 ,4 ,5 ,6 ,7 ,8 ,9 1
Group: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBB
Block 0: Beginning Block
Iteration Historya,b,c
Iteration -2 Log likelihood
Coefficients
Constant
Step 0 1 108.696 .420
2 108.695 .426
3 108.695 .426
b. Initial -2 Log Likelihood: 108,695
c. Estimation terminated at iteration number 3 because
parameter estimates changed by less than ,001.
Classification Tablea,b
Observed
Predicted
Kesediaan_membayar_mahal
Percentage
Correct Tidak bersedia
membayar mahal
Bersedia
membayar mahal
tep 0 Kesediaan_membayar_mahal Tidak bersedia membayar
mahal 0 32 .0
Bersedia membayar mahal 0 49 100.0
Overall Percentage 60.5
a. Constant is included in the model.
b. The cut value is ,500
Variables in the Equation
B S.E. Wald df Sig. Exp(B)
Step 0 Constant .426 .227 3.514 1 .061 1.531
Variables not in the Equation
Score df Sig.
Step 0 Variables Citra_merek 5.332 1 .021
Overall Statistics 5.332 1 .021
Lampiran 5 Output Pengujian Hipotesis
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.274 1 1.274 5.567 .021a
Residual 18.084 79 .229
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.274 1 1.274 5.567 .021a
Residual 18.084 79 .229
Total 19.358 80
a. Predictors: (Constant), Citra_merek
b. Dependent Variable: Kesediaan_membayar_mahal
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .782 .611 .609 2.413
a. Predictors: (Constant), Citra_merek
