BINUS UNIVERSITY INTERNATIONAL
BINUS UNIVERSITY
Marketing Major Sarjana Ekonomi Thesis Odd semester year 2008
FACTORS INFLUENCING DECISION AND PERCEPTION OF SERVICE QUALITY IN YOGHURT STORES IN JAKARTA
Wirya Atmaja (0900826866) Class/ Group: 07PAE
Abstract
Objective. The thesis was to analyze customers’ perception toward the service quality in yoghurt stores in Jakarta by adapting the research done by Josiam & Monteiro (2004) regarding the perception of Indian restaurants in America.
Method. 400 questionnaires were distributed to a sample of yoghurt consumers. Data were then analyzed using Cross-Tabulation and Analysis of Variance (ANOVA).
Results. Resulting in 400 usable data, of which sixteen factors were extracted using Analysis of Variance (ANOVA) and Mean Value Analysis. The Analysis of Variance explained that all the factors were significantly different from each store; meanwhile the Mean Value Analysis explained the level of importance on the factors influencing decision and level of satisfaction on respondents’ perception.
Conclusion. Service quality in yoghurt stores positively influenced customers’ satisfaction. The sixteen factors that influenced decision were mostly rated important, whereas respondents’ perception were mostly rated to be slightly satisfying. Expanding the study coverage to more yoghurt stores was suggested for the future research.
ACKNOWLEDGEMENT
The author foremost would like to thank God for His almighty grace and blessings,
and to all the people that had spared their time to provide guidance and help in the
writing of this thesis, especially:
1. Author’s parents, Paiman Suling and Cynthia Laniyati T. for the encouragements
and support, financially as well as through prayers, and advise. Also for the
author’s brothers for the supports during the writing of this thesis.
2. Mrs. Lydia M. Iswara, MBA, as the thesis supervisor for her help and guidance
throughout the thesis writing process; her critics, guidance, and supports had
been the ones that made the writing process successful.
3. Mrs. Tara Farina Srihadi, M.Sc., as the Program Head of School of Marketing
and thesis coordinator—who positively encouraged the author to finish the thesis
on time.
4. All Bina Nusantara lecturers, especially Mrs. Nelly Nailatie N. Maarif, M.M. and
Prof. Dr. Nizam Jim Wiryawan, and Mrs. Luki Safittri Wihandoyo, M.M., who
did not only teach and guide the author within his study in Bina Nusantara
International University but also to give encouragements and understanding of
the difficulties in balancing class attendance and thesis writing.
5. Ir. Pierre Wirawan, MBA, as the former Head of School of Marketing and
mentor who encouraged and gave his time and recommendations for the author.
6. Benediktus Glenn Bongsosartono, Muhammad Miftah, Vindya Asfiari, I Made
author’s classmates who always have been supporting throughout his study in
BiNus International University and helpful throughout the thesis writing process.
7. Agustina Pritta, Regitha Musaddiq, Jaskiran Johal, and Isabella Wibowo, the
author’s classmates who have moved to London to continue their study, for
always been there to listen and helpful to the author.
8. Michael Purwadi Limarga, Della Gunawan, Winston Tjahjadi, Erly Tedja, and
Margareth, the author’s close friends for always be there to have fun with and to
support the author with his thesis writing process.
9. Grace Tjugiarto, Stella Claudina, Cecilia Saroinsong, Vina Vionita, Azizah Hadi,
Abdul Mujib, Rian Hamzah, Edgar Kharismaraldi, Ferwanto, and Willy for their
great friendship and assistance during the author’s study in Bina Nusantara
International University.
10.Other Bina Nusantara International University marketing students from batch
2008 to batch 2010 as classmates who have been working together with the
author since the very first beginning of his study in the university. Nevertheless,
to those who can not be mentioned one by one in such a limited space, who have
been nice throughout all these times and supportive yet helpful in this thesis
TABLE OF CONTENTS
Cover Page
Title Page ... i
Certificate of Approval ... ii
Abstract ... iii
3.1 Overview of Previous Methodology ... 16
3.2 Research Objective ... 17
3.2.1 Questionnaire Design ... 17
3.3 Scope of Research ... 18
3.4 Research Design ... 19
3.5 Data Collection Method ... 19
3.6 Sampling Plan ... 19
3.8 Data Analysis Methods ... 24
CHAPTER 4 RESULTS AND ANALYSES ... 26
4.1 Reliability Test ... 26
4.2 Demographic Statistics of Respondents ... 27
4.3 Cross-Tabulation Analysis – Bivariate ... 43
4.4 ANOVA and Mean Value Analysis ... 69
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS ... 78
5.1 Conclusion ... 78
5.2 Managerial Implications ... 80
5.2.1 Recommendations for New Zealand Natural ... 80
5.2.2 Recommendations for J.Co Donuts & Coffee ... 81
5.2.3 Recommendations for Yogen Fruzz ... 82
5.2.4 Recommendations for Sour Sally ... 82
5.3 Limitations ... 83
5.4 Future Research Recommendations ... 83
REFERENCES ... 84
CURRICULUM VITAE ... 86
APPENDICES ... 88
APPENDIX A: Journal by Bharath M. Josiam and Prema A. Monteiro (2004) ... 88
APPENDIX B: Preliminary Research Question ... 97
APPENDIC C: Preliminary Research Result ... 100
APPENDIX D: Questionnaire Form (English Version) ... 101
APPENDIX E: Questionnaire Form (Indonesian Version) ... 106
APPENDIX F: SPSS – Frequency ... 111
APPENDIX G: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in New Zealand Natural ... 112
APPENDIX H: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in J.Co Donuts & Coffee ... 113
APPENDIX I: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in Yogen Fruzz ... 114
APPENDIX J: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in Sour Sally ... 115
APPENDIX K: ANOVA – Factors Influencing Decision ... 116
APPENDIX L: ANOVA – Perception of the Visited Stores ... 119
APPENDIX N: Perception Differences of male and Female Respondents from J.Co Donuts & Coffee ... 125 APPENDIX O: Perception Differences of male and Female Respondents from Yogen
LIST OF TABLES
Table 3.6.1 Modifications on the Questionnaire ... 22
Table 4.1.1 Reliability Test Table ... 26
Table 4.2.1 Gender ... 27
Table 4.2.2 Respondents’ Age ... 27
Table 4.2.3 Level of Education ... 29
Table 4.2.4 Occupation of Respondents ... 30
Table 4.2.5 Residential Area of Respondents ... 31
Table 4.2.6 Income Level of Respondents ... 33
Table 4.2.7 Average Monthly Spending ... 34
Table 4.2.8 Average Monthly Spending on Food ... 36
Table 4.2.9 Habits on Consuming Yoghurt ... 38
Table 4.2.10 Reason on Consuming Yoghurt ... 39
Table 4.2.11 Will Respondents Come Again ... 41
Table 4.2.12 Will Respondents Recommend the Store ... 42
Table 4.3.1 Cross-Tabulation of Stores and Gender of Respondents ... 43
Table 4.3.2 Cross-Tabulation of Stores and Respondents’ Age ... 45
Table 4.3.3 Cross-Tabulation of Stores and Respondents’ Level of Education ... 48
Table 4.3.4 Cross-Tabulation of Stores and Respondents’ Occupation ... 50
Table 4.3.5 Cross-Tabulation of Stores and Respondents’ Residential Area ... 52
Table 4.3.6 Cross-Tabulation of Stores and Respondents’ Income per Month ... 55
Table 4.3.7 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending ... 57
Table 4.3.8 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending on Food ... 59
Table 4.3.9 Cross-Tabulation of Stores and Habits on Consuming Yoghurt ... 62
Table 4.3.10 Cross-Tabulation of Stores and Reasons on Consuming Yoghurt ... 63
Table 4.3 11 Cross-Tabulation of Stores and Will Respondents Visit Again ... 65
Table 4.3.12 Cross-Tabulation of Stores and Will Respondents Recommend the Store 67 Table 4.4.1 ANOVA and Mean Value Analysis – Respondents’ Factors Influencing Decision ... 69
LIST OF FIGURES
Figure 4.2.2 Age of Respondents ... 28
Figure 4.2.3 Level of Education ... 29
Figure 4.2.4 Occupation of Respondents ... 30
Figure 4.2.5 Residential Area of Respondents ... 32
Figure 4.2.6 Income Level of Respondents ... 33
Figure 4.2.7 Average Monthly Spending ... 35
Figure 4.2.8 Average Monthly Spending on Food ... 37
Figure 4.2.9 Habits on Consuming Yoghurt ... 38
Figure 4.2.10 Reason on Consuming Yoghurt ... 39
Figure 4.2.11 Will Respondents Come Again ... 41
Figure 4.2.12 Will Respondents Recommend the Store ... 42
Figure 4.3.1 Cross-Tabulation of Stores and Gender of Respondents ... 44
Figure 4.3.2 Cross-Tabulation of Stores and Respondents’ Age ... 46
Figure 4.3.3 Cross-Tabulation of Stores and Respondents’ Level of Education ... 49
Figure 4.3.4 Cross-Tabulation of Stores and Respondents’ Occupation ... 51
Figure 4.3.5 Cross-Tabulation of Stores and Respondents’ Residential Area ... 53
Figure 4.3.6 Cross-Tabulation of Stores and Respondents’ Income per Month ... 56
Figure 4.3.7 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending ... 58
Figure 4.3.8 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending on Food ... 60
Figure 4.3.9 Cross-Tabulation of Stores and Habits on Consuming Yoghurt ... 62
Figure 4.3.10 Cross-Tabulation of Stores and Reasons on Consuming Yoghurt ... 64