APPENDIX B
QUESTIONNAIRES FORM (Indonesia)
Yth responden,
Perkenalkan nama saya Raina Choer, mahasiswi Universitas Binus
International. Saat ini saya sedang dalam proses mengerjakan tugas akhir
(skripsi) yang berjudul “Quality Gap and Willingness to Pay a Price
Premium: A Study on National Brand and Private Label Product in
Hypermarket Sector in Jakarta”. Tujuan utama skripsi ini, saya ingin
mengetahui hal apa yang membuat konsumen membayar lebih untuk
merek nasional dibanding merek toko. Maka dari itu, saya mohon
bantuan anda untuk membantu kelancaran skripsi saya dengan menjawab
beberapa pertanyaan berikut. Atas kerjasama anda, saya ucapkan terima
kasih banyak yang setulus-tulusnya.
Salam,
Raina Choer.
Bagian I.
(Mohon lingkari jawaban yang anda pilih)
PROFIL RESPONDEN
1. Jenis Kelamin a. Pria b. Wanita 2. Usia a. < 21 tahun c. 31 - 40 tahun b. 21 - 30 tahun d. > 40 tahun3. Total pengeluaran dalam melakukan belanja bulanan untuk keperluan rumah tangga?
a. < Rp. 1.000.000 c. Rp. 3.000.001 - Rp. 5.000.000 b. Rp. 1.000.001 - Rp. 3.000.000 d. > Rp. 5.000.000
4. Daerah tempat tinggal anda
a. Jakarta Utara d. Jakarta Barat b. Jakarta Pusat e. Jakarta Selatan
5. Pekerjaan anda sekarang
a. Mahasiswa / pelajar d. Pengusaha/usaha mandiri b. Ibu rumah tangga e. Pegawai Negeri Swasta (PNS) c. Karyawan swasta f. Lainnya (sebutkan)
………
6. Berapa banyak jumlah orang yang tinggal dalam rumah anda (termasuk anda)?
a. 1 - 2 orang d. > 6 orang b. 3 - 4 orang
c. 5 - 6 orang
Bagian II.
1. Apakah anda yang melakukan belanja keperluan rumah tangga anda perbulan seperti pangan dan keperluan rumah tangga di toko modern (Hypermarket)?
a. Ya (Silahkan lanjutkan ke pertanyaan berikutnya)
b. Tidak (Stop sampai disini, terima kasih atas partisipasi anda)
2. Hypermarket manakah yang biasa anda kunjungi? (Pilih salah satu)
a. Carrefour d. Lotte Mart
b. Hypermart e. Lainnya (Sebutkan) …………
c. Giant
Untuk memperjelas pengertian dari
private label
atau merek toko
dan merek nasional, berikut penjelasan mengenai kedua hal
tersebut.
v “Private label” atau yang bisa disebut dengan merek toko, adalah sebuah produk yang diproduksi sendiri oleh perusahaan tersebut. Merek toko tersebut didistribusikan dan dijual hanya di toko ritel yang bersangkutan. Dewasa ini, merek toko sudah mulai menjamur di hypermarket di Indonesia (contohnya: Carrefour, Hypermart, Giant, dan Lotte Mart). Di mata konsumen, merek toko tersebut berhasil menjadi barang yang mempunyai harga lebih murah dibanding merek nasional, dan memiliki kualitas yang dapat dipertimbangkan sebagai merek alternative.
v Merek nasional adalah sebuah produk yang diproduksi oleh perusahaan multinasional. Merek nasional tersebut didistribusikan dan dijual secara masal dalam skala nasional dan internasional. Pada saat ini, merek yang menjadi pemain-pemain besar di Indonesia adalah produk perusahaan Nestle (contoh:
Milo, Dancow, Nescafe, dll), produk perusahaan Indofood (contoh: Indomie, tepung bogasari, sambal ABC, dll), produk perusahaan Wings (contoh: krim ekonomi, daia, mie sedap, dll).
Berdasarkan penjelasan diatas, dengan produk kategori tertentu
berikut beberapa contoh
private label
atau merek toko yang berlaku
di CARREFOUR di Jakarta.
3. Dari ke-4 produk kategori diatas (minuman, produk rumah tangga, perawatan pribadi, dan makanan ringan kemasan), manakah produk kategori yang paling sering anda beli pada saat melakukan belanja bulanan untuk kebutuhan rumah tangga?
a. Minuman (contoh: air mineral, minuman sari buah, susu, teh, kopi, dll)
b. Perawatan pribadi (contoh: kapas, tisu, perawatan rambut, pasta gigi, perawatan wajah, sabun mandi, shampoo, dll)
c. Produk rumah tangga (contoh: deterjen bubuk, pewangi pakaian, pembersih lantai, pembersih alat-alat rumah tangga, dll)
d. Makanan ringan kemasan (contoh: permen, keripik kentang, coklat, dll)
Berdasarkan produk kategori pada jawaban no.3. Jawablah pertanyaan
berikut ini. Berilah tanda (X) pada kotak yang tersedia terhadap
pendapat yang anda pilih.
No
Pertanyaan
Sangat
tidak
setuju
Tidak
setuju
Agak
tidak
setuju
Agak
setuju
Setuju
Sangat
setuju
1
Pada kategori
tersebut, berbagai
produk baru sering
diperkenalkan
2
Terdapat berbagai
jenis produk baru
yang
diperkenalkan
dalam kategori
tersebut.
3
Pada rak produk
tersebut diletakkan,
saya tidak bisa
membedakan
kemasan merk toko
dengan kemasan
merk nasional
4
Pada kategori
tersebut, kemasan
pada merk toko
dan merk nasional
sangat mirip.
5
Merek nasional
tersebut sering
melakukan iklan
diberbagai media
(contohnya: koran,
majalah, radio,
televisi, dll)
6
Terdapat banyak
sekali iklan tentang
produk kategori
tersebut
No
Pertanyaan
Sangat
tidak
setuju
Tidak
setuju
Agak
tidak
setuju
Agak
setuju
Setuju
Sangat
setuju
7
Banyak sekali
penawaran harga
menarik pada
produk tersebut
8
Saya sangat mudah
mendapatkan
penawaran harga
menarik pada
kategori tersebut
9
Saya merasa
bahwa merek toko
di kategori tersebut
diproduksi oleh
pabrikan yang
sama dengan
merek nasional
10 Saya merasa
bahwa produk
tersebut sulit
diproduksi
11 Saya percaya
barang-barang
mahal mempunyai
kualitas lebih
bagus dibanding
barang-barang
murah
12 Saya percaya
semakin mahal
harga barang
tersebut, semakin
bagus kualitas
barang tersebut.
13 Pada kategori
tersebut, saya
yakin merek
nasional
mempunyai
kualitas yang
sangat bagus.
14 Pada kategori
tersebut, saya
yakin merek toko
mempunyai
kualitas yang
sangat bagus
15.Saya bersedia untuk membeli produk merek nasional dengan harga lebih mahal …..% (beri tanda X pada kotak yang tersedia) dibanding produk dari merek toko.
APPENDIX C
QUESTIONNAIRES OF THE EXPLORATORY STUDY
Yth responden,
Perkenalkan nama saya Raina Choer, mahasiswa Universitas Binus
International. Saat ini saya sedang dalam proses mengerjakan tugas akhir
(skripsi) yang berjudul “Quality Gap And Willingness To Pay A Price
Premium: A Study On Hypermarket Sector In Jakarta”. Saya ingin
mengetahui hal apa yang membuat konsumen membayar lebih untuk
merk nasional dibanding merk toko. Maka dari itu, saya mohon bantuan
anda untuk membantu kelancaran skripsi saya dengan menjawab
beberapa pertanyaan berikut. Atas kerjasama anda, saya ucapkan terima
kasih banyak yang setulus-tulusnya.
Salam,
Raina Choer.
Bagian I. (Mohon lingkari jawaban yang anda pilih)
PROFIL RESPONDEN
7. Jenis Kelamin a. Pria b. Wanita 8. Usia a. < 21 tahun c. 31 - 40 tahun b. 21 - 30 tahun d. > 40 tahun 9. Total pengeluaran dalam melakukan belanja bulanana. < Rp. 1.000.000 c. Rp. 2.000.001 - Rp. 3.000.000 b. Rp. 1.000.001 - Rp. 2.000.000 d. > Rp. 3.000.000
10.Daerah tempat tinggal anda
a. Jakarta Utara d. Jakarta Barat b. Jakarta Pusat e. Jakarta Selatan
c. Jakarta Timur f. Lainnya (sebutkan) ……… 11.Pekerjaan anda sekarang
a. Mahasiswa / pelajar e. Pengusaha/usaha mandiri b. Ibu rumah tangga f. Pegawai Negeri Sipil (PNS) c. Tidak/belum bekerja g. Lainnya (sebutkan) ……… d. Karyawan swasta
Bagian II
1. Apakah anda yang melakukan kegiatan belanja bulanan seperti perlengkapan rumah tangga di hypermarket pilihan anda?
a. Ya (Silahkan lanjutkan ke pertanyaan berikutnya)
b. Tidak (Stop sampai disini, dan terima kasih atas partisipasi anda) 2. Hypermarket manakah yang biasa anda kunjungi untuk melakukan kegiatan
belanja bulanan? (pilih salah satu) a. Carrefour
b. Hypermart c. Giant
d. Lainnya (sebutkan) ………..
3. Urutkan produk kategori dibawah ini yang paling sering anda beli dalam kegiatan belanja bulanan? (urutkan berdasarkan prioritas 1-4).
( ) Apparel (contoh: baju, pakaian dalam, kaus kaki, dll)
( ) Electronic (contoh: tv, radio, lemari es, telepon, dll)
( ) Beverage (contoh: kopi, teh, susu, air mineral, dll)
( ) Package snack (contoh: makanan ringan, permen, dll)
( ) Shelf stable other edibles (contoh: makanan kaleng, selai, dll)
( ) Frozen (contoh: chicken nugget, dll)
( ) Personal care (contoh: sampo, pasta gigi, , kapas, dll)
( ) Household product (contoh: sabun pencuci pakaian, dll)
( ) Stationery (contoh: alat tulis kantor)
( ) General merchandise (contoh: baterai, senter, bohlam, dll)
4. Jika ada diantara produk kategori yang telah anda pilih pada pertanyaan no.3terdapat merk toko, apakah anda akan mempertimbangkan untuk membelinya?
Tidak akan
mempertimbangkan
Pasti
mempertimbangkan
1
2
3
4
5
APPENDIX D
Pretest SPSS result
RELIABILITY ANALYSIS
§ PRODUCT INNOVATIONS 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
.870 2 Item Statistics Mean Std. Deviation N prdct.innovation1 3.8333 1.14721 30 prdct.innovation2 3.6333 1.09807 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted prdct.innovation1 3.6333 1.206 .771 . prdct.innovation2 3.8333 1.316 .771 . Scale Statistics
Mean Variance Std. Deviation N of Items
§ DISTINCTIVE PACKAGING 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
.795 2 Item Statistics Mean Std. Deviation N distctv.packaging1 2.7667 1.22287 30 distctv.packaging2 3.4000 1.42877 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted distctv.packaging1 3.4000 2.041 .667 . distctv.packaging2 2.7667 1.495 .667 . Scale Statistics
Mean Variance Std. Deviation N of Items
§ ADVERTISING
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
.849 2 Item Statistics Mean Std. Deviation N advertising1 4.9667 1.09807 30 advertising2 4.7667 .85836 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted advertising1 4.7667 .737 .760 . advertising2 4.9667 1.206 .760 . Scale Statistics
Mean Variance Std. Deviation N of Items
§ PRICE PROMOTIONS
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
.813 2 Item Statistics Mean Std. Deviation N price.promotion1 4.2667 .98027 30 price.promotion2 3.9667 1.21721 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted price.promotion1 3.9667 1.482 .701 . price.promotion2 4.2667 .961 .701 . Scale Statistics
Mean Variance Std. Deviation N of Items
§ MANUFACTURING DRIVERS
(private label production by national brand manufacturer and difficulty of producing the products)
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
.657 2 Item Statistics Mean Std. Deviation N manufacturing1.pl.production 3.2667 1.33735 30 manufacturing2.difficulty 3.7000 1.48904 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted manufacturing1.pl.production 3.7000 2.217 .492 . manufacturing2.difficulty 3.2667 1.789 .492 . Scale Statistics
Mean Variance Std. Deviation N of Items
§ PRICE QUALITY SCHEMA 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
.838 2 Item Statistics Mean Std. Deviation N price.quality.scheme1 4.6667 1.34762 30 price.quality.scheme2 4.5667 1.40647 30 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted price.quality.scheme1 4.5667 1.978 .722 . price.quality.scheme2 4.6667 1.816 .722 . Scale Statistics
Mean Variance Std. Deviation N of Items
VALIDITY ANALYSIS
§ PRODUCT INNOVATION Correlation Matrix prdct.innovation 1 prdct.innovation 2 Correlation prdct.innovation1 1.000 .771 prdct.innovation2 .771 1.000Sig. (1-tailed) prdct.innovation1 .000
prdct.innovation2 .000 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity
Approx. Chi-Square 24.821 df 1 Sig. .000 Communalities Initial Extraction prdct.innovation1 1.000 .886 prdct.innovation2 1.000 .886 Extraction Method: Principal Component
Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance Cumulative % Total Variance % of Cumulative % 1 1.771 88.551 88.551 1.771 88.551 88.551
2 .229 11.449 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1 prdct.innovation1 .941 prdct.innovation2 .941 Extraction Method: Principal
Component Analysis.a a. 1 components extracted.
§ DISTINCTIVE PACKAGING Correlation Matrix distctv.packagin g1 distctv.packagin g2 Correlation distctv.packaging1 1.000 .667 distctv.packaging2 .667 1.000
Sig. (1-tailed) distctv.packaging1 .000
distctv.packaging2 .000 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity
Approx. Chi-Square 16.191 df 1 Sig. .000 Communalities Initial Extraction distctv.packaging1 1.000 .834 distctv.packaging2 1.000 .834 Extraction Method: Principal Component Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance Cumulative % Total Variance % of Cumulative % 1 1.667 83.354 83.354 1.667 83.354 83.354
2 .333 16.646 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1 distctv.packaging1 .913 distctv.packaging2 .913
Extraction Method: Principal Component Analysis.a
§ ADVERTISING
Correlation Matrix
advertising1 advertising2 Correlation advertising1 1.000 .760
advertising2 .760 1.000
Sig. (1-tailed) advertising1 .000
advertising2 .000
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity
Approx. Chi-Square 23.675 df 1 Sig. .000 Communalities Initial Extraction advertising1 1.000 .880 advertising2 1.000 .880
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.760 87.988 87.988 1.760 87.988 87.988 2 .240 12.012 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1
advertising1 .938 advertising2 .938 Extraction Method: Principal Component Analysis.a
§ PRICE PROMOTIONS
Correlation Matrix
price.promotion1 price.promotion2
Correlation price.promotion1 1.000 .701
price.promotion2 .701 1.000
Sig. (1-tailed) price.promotion1 .000
price.promotion2 .000
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity
Approx. Chi-Square 18.615 df 1 Sig. .000 Communalities Initial Extraction price.promotion1 1.000 .851 price.promotion2 1.000 .851
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.701 85.065 85.065 1.701 85.065 85.065 2 .299 14.935 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1 price.promotion1 .922 price.promotion2 .922 Extraction Method: Principal
Component Analysis.a a. 1 components extracted.
§ MANUFACTURING DRIVERS
(PRIVATE LABEL PRODUCTION BY NATIONAL BRAND MANUFACTURER AND DIFFICULTY OF PRODUCING THE PRODUCTS). Correlation Matrix manufacturing1. pl.production manufacturing2. difficulty Correlation manufacturing1.pl.production 1.000 .492 manufacturing2.difficulty .492 1.000 Sig. (1-tailed) manufacturing1.pl.production .003
manufacturing2.difficulty .003 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity
Approx. Chi-Square 7.614 df 1 Sig. .006 Communalities Initial Extraction manufacturing1.pl.production 1.000 .746 manufacturing2.difficulty 1.000 .746 Extraction Method: Principal Component Analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance Cumulative % Total Variance % of Cumulative % 1 1.492 74.589 74.589 1.492 74.589 74.589
2 .508 25.411 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1 manufacturing1.pl.production .864 manufacturing2.difficulty .864
§ PRICE QUALITY SCHEMA Correlation Matrix price.quality.sch eme1 price.quality.sch eme2 Correlation price.quality.scheme1 1.000 .722 price.quality.scheme2 .722 1.000
Sig. (1-tailed) price.quality.scheme1 .000
price.quality.scheme2 .000
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500
Bartlett's Test of Sphericity
Approx. Chi-Square 20.229 df 1 Sig. .000 Communalities Initial Extraction price.quality.scheme1 1.000 .861 price.quality.scheme2 1.000 .861
Extraction Method: Principal Component Analysis. Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.722 86.083 86.083 1.722 86.083 86.083 2 .278 13.917 100.000
Extraction Method: Principal Component Analysis. Component Matrixa
Component 1 price.quality.scheme1 .928 price.quality.scheme2 .928 Extraction Method: Principal Component Analysis.a
APPENDIX E
Multiple regression SPSS result
Variables Entered/RemovedaModel Variables Entered Variables
Removed
Method
1
Difficulty of Producting, Product Innovation, Price Promotion, Advertising, Distinctive Packaging, Private Label productionb
. Enter
a. Dependent Variable: Quality GAP b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .704a .496 .480 .60052
a. Predictors: (Constant), Difficulty of Producting, Product Innovation, Price Promotion, Advertising, Distinctive Packaging, Private Label production
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 68.395 6 11.399 31.609 .000b
Residual 69.600 193 .361
Total 137.995 199
a. Dependent Variable: Quality GAP
b. Predictors: (Constant), Difficulty of Producting, Product Innovation, Price Promotion, Advertising, Distinctive Packaging, Private Label production
Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 3.207 .509 6.301 .000 Product Innovation .213 .060 .268 3.543 .000 Distinctive Packaging .100 .050 .152 2.009 .046 Advertising .086 .058 .104 1.489 .138 Price Promotion -.157 .063 -.171 -2.470 .014 Private Label production -.092 .046 -.153 -1.979 .049 Difficulty of Producting -.014 .031 -.022 -.429 .668
APPENDIX F
Simple linear regression SPSS result
Variables Entered/Removeda Model Variables Entered Variables Removed Method1 Quality GAPb . Enter
a. Dependent Variable: Willingness to Pay b. All requested variables entered.
Model Summary Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .526a .277 .273 1.15545
a. Predictors: (Constant), Quality GAP
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 101.253 1 101.253 75.842 .000b Residual 264.342 198 1.335
Total 365.595 199
a. Dependent Variable: Willingness to Pay b. Predictors: (Constant), Quality GAP
Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) .247 .377 .655 .513 Quality GAP .857 .098 .526 8.709 .000
APPENDIX G
Moderate regression
Variables Entered/Removeda Model Variables Entered Variables Removed Method 1 Moderating, Quality GAP, Price Quality Schemeb . Entera. Dependent Variable: Willingness to Pay b. All requested variables entered.
Model Summary Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .659a .434 .426 1.02724
a. Predictors: (Constant), Moderating, Quality GAP, Price Quality Scheme
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 158.770 3 52.923 50.153 .000b Residual 206.825 196 1.055
Total 365.595 199
a. Dependent Variable: Willingness to Pay
Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -4.466 1.267 -3.525 .001 Quality GAP 1.568 .354 .963 4.426 .000 Price Quality Scheme 1.371 .290 1.155 4.724 .000 Moderating -.237 .076 -1.218 -3.118 .002
APPENDIX H
One - Way ANOVA SPSS result
v
Marketing, Manufacturing, And Price Quality Scheme.
Descriptives N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean
Lower
Bound Bound Upper
Product Innovation carrefour 50 3.7700 1.09828 .15532 3.4579 4.0821 hypermart 50 3.6700 1.00818 .14258 3.3835 3.9565 giant 50 3.8800 1.10454 .15620 3.5661 4.1939 lottemart 50 3.7600 .99611 .14087 3.4769 4.0431 Total 200 3.7700 1.04766 .07408 3.6239 3.9161 Distinctive Packaging carrefour 50 3.1900 1.26930 .17951 2.8293 3.5507 hypermart 50 2.5200 1.25747 .17783 2.1626 2.8774 giant 50 3.1800 1.26878 .17943 2.8194 3.5406 lottemart 50 3.1500 1.16168 .16429 2.8199 3.4801 Total 200 3.0100 1.26308 .08931 2.8339 3.1861 Advertising carrefour 50 4.6800 .97813 .13833 4.4020 4.9580 hypermart 50 4.5500 1.07499 .15203 4.2445 4.8555 giant 50 4.6800 .94631 .13383 4.4111 4.9489 lottemart 50 4.6100 1.06565 .15071 4.3071 4.9129 Total 200 4.6300 1.01154 .07153 4.4890 4.7710 Price Promotion carrefour 50 4.0600 .95105 .13450 3.7897 4.3303 hypermart 50 4.1400 .97437 .13780 3.8631 4.4169 giant 50 4.0000 .88641 .12536 3.7481 4.2519 lottemart 50 4.1200 .84249 .11915 3.8806 4.3594 Total 200 4.0800 .90980 .06433 3.9531 4.2069 Private Label production carrefour 50 3.1600 1.43371 .20276 2.7525 3.5675 hypermart 50 3.0000 1.47080 .20800 2.5820 3.4180 giant 50 2.9400 1.33110 .18825 2.5617 3.3183 lottemart 50 3.0600 1.34635 .19040 2.6774 3.4426 Total 200 3.0400 1.38854 .09818 2.8464 3.2336 Difficulty of Producting carrefour 50 3.4400 1.35767 .19200 3.0542 3.8258 hypermart 50 3.7800 1.25014 .17680 3.4247 4.1353 giant 50 3.4000 1.42857 .20203 2.9940 3.8060 lottemart 50 3.3800 1.41263 .19978 2.9785 3.7815 Total 200 3.5000 1.36356 .09642 3.3099 3.6901 Price Quality Scheme carrefour 50 4.6600 1.23899 .17522 4.3079 5.0121 hypermart 50 4.5400 1.22824 .17370 4.1909 4.8891 giant 50 4.7600 1.17907 .16675 4.4249 5.0951 lottemart 50 4.0000 .71429 .10102 3.7970 4.2030 Total 200 4.4900 1.14189 .08074 4.3308 4.6492
Descriptives Minimum Maximum Product Innovation carrefour 2.00 6.00 hypermart 2.00 6.00 giant 2.00 6.00 lottemart 2.00 6.00 Total 2.00 6.00 Distinctive Packaging carrefour 1.00 5.50 hypermart 1.00 5.00 giant 1.00 5.50 lottemart 1.00 5.50 Total 1.00 5.50 Advertising carrefour 2.00 6.00 hypermart 2.00 6.00 giant 2.00 6.00 lottemart 2.00 6.00 Total 2.00 6.00 Price Promotion carrefour 2.00 6.00 hypermart 2.00 6.00 giant 2.00 5.50 lottemart 2.50 6.00 Total 2.00 6.00
Private Label production
carrefour 1.00 6.00 hypermart 1.00 6.00 giant 1.00 6.00 lottemart 1.00 6.00 Total 1.00 6.00 Difficulty of Producting carrefour 1.00 6.00 hypermart 2.00 6.00 giant 1.00 6.00 lottemart 1.00 6.00 Total 1.00 6.00
Price Quality Scheme
carrefour 2.00 6.00
hypermart 2.00 6.00
giant 2.00 6.00
lottemart 2.50 5.50
ANOVA Sum of Squares df Mean Square F Sig. Product Innovation Between Groups 1.110 3 .370 .334 .801 Within Groups 217.310 196 1.109 Total 218.420 199 Distinctive Packaging Between Groups 16.050 3 5.350 3.479 .017 Within Groups 301.430 196 1.538 Total 317.480 199 Advertising Between Groups .590 3 .197 .190 .903 Within Groups 203.030 196 1.036 Total 203.620 199 Price Promotion Between Groups .600 3 .200 .239 .869 Within Groups 164.120 196 .837 Total 164.720 199 Private Label production Between Groups 1.320 3 .440 .226 .879 Within Groups 382.360 196 1.951 Total 383.680 199 Difficulty of Producting Between Groups 5.320 3 1.773 .953 .416 Within Groups 364.680 196 1.861 Total 370.000 199 Price Quality Scheme Between Groups 17.220 3 5.740 4.644 .004 Within Groups 242.260 196 1.236 Total 259.480 199
One - Way ANOVA SPSS result
v
Quality Gap Between National Brand And Private Label
Descriptives Quality GAP N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound carrefour 50 3.7800 .86402 .12219 3.5344 4.0256 2.00 5.00 hypermart 50 3.6800 .86756 .12269 3.4334 3.9266 1.00 5.00 giant 50 3.7600 .77090 .10902 3.5409 3.9791 2.00 5.00 lottemart 50 3.7600 .84660 .11973 3.5194 4.0006 2.00 5.00 Total 200 3.7450 .83273 .05888 3.6289 3.8611 1.00 5.00 ANOVA Quality GAP Sum of Squares
df Mean Square F Sig.
Between Groups .295 3 .098 .140 .936
Within Groups 137.700 196 .703
One - Way ANOVA SPSS result
v
Willingness To Pay A Price Premium For National Brand Over
Private Label
Descriptives Willingness to Pay N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound carrefour 50 3.4400 1.47302 .20832 3.0214 3.8586 1.00 6.00 hypermart 50 3.3000 1.21638 .17202 2.9543 3.6457 1.00 6.00 giant 50 3.7000 1.43214 .20253 3.2930 4.1070 1.00 6.00 lottemart 50 3.3800 1.29189 .18270 3.0128 3.7472 1.00 6.00 Total 200 3.4550 1.35542 .09584 3.2660 3.6440 1.00 6.00 ANOVA Willingness to Pay Sum of Squaresdf Mean Square F Sig.
Between Groups 4.495 3 1.498 .813 .488
Within Groups 361.100 196 1.842
APPENDIX I
Cross tabulation SPSS result
Case Processing SummaryCases
Valid Missing Total
N Percent N Percent N Percent VAR00001 * product
category 200 100.0% 0 0.0% 200 100.0%
VAR00001 * product category Crosstabulation Count
product category Total
minuman perawatan pribadi produk rumah tangga makanan ringan VAR00001 H 37 18 70 23 148 L 11 3 20 18 52 Total 48 21 90 41 200 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.232a 3 .026
Likelihood Ratio 8.750 3 .033
N of Valid Cases 200
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.46.