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(25)

(26)

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(28)

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(29)

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(31)

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7 4 4 3 3 3 1 7 7

8 3 3 4 4 3 1 7 8

9 3 4 4 3 3 1 7 9

1 0 4 4 3 3 3 1 7 1 0

1 1 3 3 3 4 4 1 7 1 1

1 2 3 2 3 3 4 1 5 1 2

1 3 4 3 3 3 4 1 7 1 3

1 4 4 1 3 3 3 1 4 1 4

1 5 3 3 3 3 3 1 5 1 5

1 6 3 2 4 3 3 1 5 1 6

1 7 4 3 3 4 4 1 8 1 7

1 8 3 2 3 4 4 1 6 1 8

1 9 4 4 4 4 4 2 0 1 9

2 0 4 4 3 3 4 1 8 2 0

2 1 4 3 2 3 4 1 6 2 1

2 2 3 3 4 3 3 1 6 2 2

2 3 4 4 4 4 3 1 9 2 3

2 4 4 4 4 3 4 1 9 2 4

2 5 3 3 3 3 3 1 5 2 5

2 6 4 4 4 4 4 2 0 2 6

2 7 3 4 4 4 4 1 9 2 7

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2 9 4 3 4 4 3 1 8 2 9

3 0 3 4 4 4 4 1 9 3 0

3 1 3 3 3 3 3 1 5 3 1

3 2 4 4 3 4 3 1 8 3 2

3 3 4 4 4 4 4 2 0 3 3

3 4 4 3 4 3 3 1 7 3 4

3 5 4 4 4 4 4 2 0 3 5

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(32)

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4 7 3 3 3 3 3 1 5 4 7

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4 9 3 3 4 3 3 1 6 4 9

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5 3 3 4 4 4 4 1 9 5 3

5 4 4 4 4 4 4 2 0 5 4

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5 6 3 4 4 4 4 1 9 5 6

5 7 4 3 4 4 4 1 9 5 7

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6 5 3 3 3 3 3 1 5 6 5

6 6 4 4 3 4 3 1 8 6 6

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6 9 4 4 4 4 4 2 0 6 9

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7 1 4 4 3 3 3 1 7 7 1

7 2 3 3 4 4 3 1 7 7 2

7 3 4 4 3 4 3 1 8 7 3

7 4 3 3 4 3 3 1 6 7 4

7 5 4 4 4 4 3 1 9 7 5

7 6 4 4 4 3 4 1 9 7 6

7 7 4 3 4 4 3 1 8 7 7

7 8 3 4 4 4 4 1 9 7 8

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8 0 4 4 3 4 3 1 8 8 0

8 1 3 3 4 3 3 1 6 8 1

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8 3 3 3 3 3 3 1 5 8 3

(33)

8 7 4 4 4 4 3 1 9 8 7

8 8 4 4 4 3 4 1 9 8 8

8 9 3 3 3 3 3 1 5 8 9

9 0 4 4 4 4 4 2 0 9 0

9 1 3 4 4 4 4 1 9 9 1

9 2 4 4 4 4 4 2 0 9 2

9 3 4 3 4 4 3 1 8 9 3

9 4 4 4 3 4 3 1 8 9 4

9 5 4 4 4 4 4 2 0 9 5

9 6 4 3 3 4 3 1 7 9 6

9 7 4 4 4 4 4 2 0 9 7

9 8 4 3 3 4 3 1 7 9 8

9 9 4 4 4 4 4 2 0 9 9

1 0 0 4 3 4 4 4 1 9 1 0 0

1 0 1 4 4 3 3 3 1 7 1 0 1

1 0 2 3 3 4 4 3 1 7 1 0 2

1 0 3 4 4 3 4 3 1 8 1 0 3

1 0 4 3 3 4 3 3 1 6 1 0 4

1 0 5 4 4 4 4 3 1 9 1 0 5

1 0 6 4 4 4 3 4 1 9 1 0 6

1 0 7 4 3 4 4 3 1 8 1 0 7

1 0 8 4 3 4 4 3 1 8 1 0 8

1 0 9 3 4 4 4 4 1 9 1 0 9

1 1 0 3 3 3 3 3 1 5 1 1 0

1 1 1 4 4 3 4 3 1 8 1 1 1

1 1 2 3 3 4 3 3 1 6 1 1 2

1 1 3 4 4 4 4 3 1 9 1 1 3

1 1 4 4 4 4 3 4 1 9 1 1 4

1 1 5 4 3 4 4 3 1 8 1 1 5

1 1 6 3 4 4 4 4 1 9 1 1 6

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(34)

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3 2 2 2 3 1 2 5 3 2 3

3 3 2 3 3 1 4 6 3 3 2

3 2 3 3 2 1 3 7 3 2 4

3 3 2 3 3 1 4 8 3 3 2

3 3 2 3 3 1 4 9 3 3 2

3 2 3 3 3 1 4 1 0 3 3 2

3 3 3 4 3 1 6 1 1 4 4 4

3 2 3 3 4 1 5 1 2 2 4 3

3 2 1 3 3 1 2 1 3 3 2 2

3 2 2 3 3 1 3 1 4 3 4 3

3 2 3 3 3 1 4 1 5 3 3 2

3 1 2 3 4 1 3 1 6 3 2 3

3 2 3 4 3 1 5 1 7 3 2 3

3 2 3 4 4 1 6 1 8 2 3 4

3 3 2 3 3 1 4 1 9 3 2 2

3 3 3 3 3 1 5 2 0 3 4 4

3 3 2 3 3 1 4 2 1 3 3 4

3 3 2 3 3 1 4 2 2 4 4 3

3 3 2 3 3 1 4 2 3 3 4 3

2 2 1 3 3 1 1 2 4 3 3 4

3 3 3 3 3 1 5 2 5 3 4 3

3 3 3 3 3 1 5 2 6 3 2 3

3 3 3 3 3 1 5 2 7 3 2 3

3 2 2 3 3 1 3 2 8 3 3 4

2 3 1 3 3 1 2 2 9 4 2 2

4 4 4 4 4 2 0 3 0 3 4 2

2 3 2 3 3 1 3 3 1 4 3 4

3 3 2 2 3 1 3 3 2 3 4 2

4 3 3 3 3 1 6 3 3 3 4 3

3 3 1 3 3 1 3 3 4 4 3 1

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R

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(35)

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3 3 3 3 3 1 5 4 6 3 2 3

3 3 3 3 3 1 5 4 7 3 2 3

3 2 2 3 3 1 3 4 8 3 3 4

2 3 1 3 3 1 2 4 9 4 2 2

4 4 4 4 4 2 0 5 0 4 4 2

2 3 2 3 3 1 3 5 1 4 3 4

3 3 2 2 3 1 3 5 2 3 4 2

4 3 3 3 3 1 6 5 3 4 3 3

3 3 1 3 3 1 3 5 4 3 4 3

3 2 3 3 2 1 3 5 5 3 4 4

3 3 2 3 3 1 4 5 6 3 2 3

3 3 2 3 3 1 4 5 7 3 2 3

3 2 3 3 3 1 4 5 8 3 2 3

3 3 3 4 3 1 6 5 9 2 3 2

3 2 3 3 4 1 5 6 0 3 2 4

3 3 2 3 3 1 4 6 1 3 3 3

3 3 2 3 3 1 4 6 2 3 2 2

2 2 1 3 3 1 1 6 3 2 3 1

3 3 3 3 3 1 5 6 4 4 4 4

3 3 3 3 3 1 5 6 5 2 3 2

3 3 3 3 3 1 5 6 6 3 3 2

3 2 2 3 3 1 3 6 7 4 3 3

2 3 1 3 3 1 2 6 8 3 3 1

4 4 4 4 4 2 0 6 9 2 3 2

2 3 1 3 3 1 2 7 0 3 3 2

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3 3 2 3 3 1 4 7 2 3 3 1

3 3 2 3 3 1 4 7 3 3 3 3

3 3 2 3 3 1 4 7 4 3 3 3

3 3 2 3 3 1 4 7 5 3 2 2

2 2 1 3 3 1 1 7 6 2 3 1

3 3 3 3 3 1 5 7 7 4 4 4

3 3 3 3 3 1 5 7 8 4 3 3

3 3 3 3 3 1 5 7 9 3 3 1

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2 3 1 3 3 1 2 8 1 2 3 2

4 4 4 4 4 2 0 8 2 3 3 2

2 3 2 3 3 1 3 8 3 4 3 3

(36)

4 4 4 4 4 2 0 8 7 3 3 2

2 3 2 3 3 1 3 8 8 3 3 2

3 3 2 2 3 1 3 8 9 3 3 3

4 3 3 3 3 1 6 9 0 3 3 2

3 3 1 3 3 1 3 9 1 3 3 2

3 2 3 3 2 1 3 9 2 3 3 2

3 3 2 3 3 1 4 9 3 2 2 1

3 3 2 3 3 1 4 9 4 2 3 1

4 3 3 3 3 1 6 9 5 4 4 4

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4 4 4 4 4 2 0 9 7 3 3 2

3 3 2 3 3 1 4 9 8 4 4 4

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2 2 1 3 3 1 1 1 0 0 3 3 2

3 3 3 3 3 1 5 1 0 1 4 3 3

3 3 3 3 3 1 5 1 0 2 3 3 1

3 3 3 3 3 1 5 1 0 3 2 3 2

3 2 2 3 3 1 3 1 0 4 3 3 2

2 3 1 3 3 1 2 1 0 5 4 3 3

4 4 4 4 4 2 0 1 0 6 3 3 1

2 3 1 3 3 1 2 1 0 7 3 3 3

4 4 4 4 4 2 0 1 0 8 3 3 3

3 3 2 3 3 1 4 1 0 9 3 2 2

3 3 2 3 3 1 4 1 1 0 3 3 2

3 3 2 3 3 1 4 1 1 1 4 4 4

3 3 2 3 3 1 4 1 1 2 2 4 3

3 3 3 4 3 1 6 1 1 3 3 2 2

3 2 3 3 4 1 5 1 1 4 3 4 3

3 3 3 3 3 1 5 1 1 5 3 3 2

3 3 3 3 3 1 5 1 1 6 3 2 3

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(37)

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(38)

3 3 1 4

4 3 1 5

3 3 1 3

3 3 1 7

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3 3 1 4

3 3 1 6

2 3 1 3

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3 3 1 7

2 3 1 4

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2 1 1 3

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2 2 1 2

3 2 1 3

2 3 1 3

3 3 1 3

3 2 1 4

3 3 1 5

3 3 1 3

3 3 1 2

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3 3 1 3

2 3 1 3

3 3 1 6

3 3 1 3

2 3 1 3

3 3 1 6

3 3 1 3

3 3 1 5

3 3 1 3

3 3 1 2

4 4 2 0

3 3 1 6

3 3 1 3

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3 3 1 3

2 3 1 3

3 3 1 6

(39)

3 3 1 4

3 3 1 5

3 3 1 4

3 3 1 1

3 3 1 2

4 4 2 0

3 3 1 3

2 3 1 3

4 4 2 0

3 3 1 3

2 3 1 3

3 3 1 6

3 3 1 3

2 3 1 3

3 3 1 6

3 3 1 3

3 3 1 5

3 3 1 3

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2 3 1 2

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3 2 1 3

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(40)

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(41)

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(42)

(43)

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1 2 0 1 0 0

M

e rk t e rk e n a

l

J

m l

Y

a

1 1 2 9 3 .3 3 3

T id a k 8 6 .6 6 7

1 2 0 1 0 0

L

o k a s i p e n

j

u a

l

a n

m

u d a h d i

j

a n g k a u J

m l

Y a 1 2 0 1 0 0

T id a k

0 0

1 2 0 1 0 0

M

e rk t e rk e n a

l

J

m l

Y a 1 2 0 1 0 0

T id a k

0 0

T o t a l

P e r s e n t a s e (% )

A s o s ia s i P e rs e n t a s e (% )

T o t a l

T o t a

l

(44)

(45)

(46)

4 k e p e n t in g a n

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 0 4 2

2

P r o d u k b e r

v

a r ia s i

1 3 4 9

3 K

m

o d e

l

0 1 3 8

4 K o n s ist e n s i k u a lit a s p ro d u k 0 0 4 0

5 K

e r a p ih a n p r o d u k s e c a r a k e s e

l

u r u h a n

0 0 6 9

J u m l

a h P e r s e n t a s e (% ) J u m l

a h

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 0 1 2 0

2

P r o d u k b e r

v

a r ia s i 4 3 .3 3 3 1 1 6

3 K e s e s u a ia n h a rg a d e n g a n m o d e l 1 0 .8 3 3 1 1 9

4 K

o n s ist e n s i k u a

l

it a s p ro d u k

0 0 1 2 0

5 K

l

u r u h a n

0 0 1 2 0

k in e rja in v io

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 1 7 8 3

2

P r o d u k b e r

v

a r ia s i 1 2 9 7 6

3 K e s e s u a ia n h a rg a d e n g a n m o d e l 2 0 4 0 4 6

4 K

l

it a s p ro d u k

0 8 9 2

5 K

l

u r u h a n

0 2 9 8

2 1 9 6 3 9 5

J u m l

a h

1 M

o d e

l

p a k a ia n

m

e n a r ik 1 7 1 4 .1 7 1 0 3

2 P r o d u k b e r

v

a r ia s i 3 0 2 5 .0 0 9 0

3 K

m

o d e

l 6 0 5 0 .0 0 6 0

4 K

l

it a s p ro d u k

8 6 .6 7 1 1 2

5 K

l

u r u h a n

2 1 .6 7 1 1 8

e x e

1 M o d e l p a k a ia n m e n a r ik 0 1 8 8 3

2

P r o d u k b e r a r ia s i

0 1 8 8 4

N

o P e r n y a t a a n

N

S

T P + T P P +

N

S

a n g a t T id a k P u a s

S

T P + T P P +

S

a n g a t T id a k P e n t in g

T id a k P e n t in g P e n t in g

S a n g a t T id a k P u a s

T id a k P u a s P u a s

N

(47)

4 K

l

it a s p ro d u k

0 2 6 8 4

5 K

l

u r u h a n

6 1 5 8 8

1 7 1 1 9 3 9 0

J u m l

a h

1 M

o d e

l

p a k a ia n

m

e n a r ik 1 8 1 5 .0 0 1 0 2

2 P r o d u k b e r

v

a r ia s i 1 8 1 5 .0 0 1 0 2

3 K

m

o d e

l 5 3 4 4 .1 7 6 7

4 K

l

it a s p ro d u k

2 6 2 1 .6 7 9 4

5 K

l

u r u h a n 2 1 1 7 .5 0 9 9

s b l m m a n i p

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 0 1 3

2

P r o d u k b e r

v

a r ia s i 1 3 1 5

3 K e s e s u a ia n h a rg a d e n g a n m o d e l 0 1 1 5

4 K

l

it a s p ro d u k

0 0 1 6

5 K

l

u r u h a n

0 0 1 7

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 3 3 0

2

P r o d u k b e r

v

a r ia s i 1 1 2 2 1

3 K e s e s u a ia n h a rg a d e n g a n m o d e l 4 1 4 1 6

4 K

l

it a s p ro d u k

0 3 2 7

5 K

l

u r u h a n

0 0 3 0

1 M

o d e

l

p a k a ia n

m

e n a r ik

0 2 3 4

2

P r o d u k b e r

v

a r ia s i

0 1 3 3

3 K

m

o d e

l

1 1 1 2 3

4 K o n s ist e n s i k u a lit a s p ro d u k 0 8 2 9

e r a p ih a n p r o d u k s e c a r a k e s e u r u h a n

T id a k P u a s P u a s T id a k P e n t in g P e n t in g

T id a k P u a s P u a s

N

S

N o P e r n y a t a a n

S

a n g a t T id a k P e n t in g

S

(48)

(49)

5

A

t rib u t X f fX

S e la lu 4 2 3 9 2

S

e r in g

3 4 2 1 2 6

7 8 1 2 0

J a r a n g

2 4 0 8 0

6 7 1 2 0

T id a k p e r n a h

1 1 5 1 5

8 1

1 2 0 1 2 0 3 1 3

8 0 1 2 0

5 1 1 2 0

1 0 0 A

t rib u t X f fX

9 6 .6 6 7

S

a n g a t s e t u

j

u

4 2 8 1 1 2

9 9 .1 6 7 S e t u ju 3 4 5 1 3 5

1 0 0

T id a k s e t u

j

u

2 3 6 7 2

1 0 0 S

a n g a t t id a k s e t u

j

u

1 1 1 1 1

1 2 0 3 3 0

2 0 1 2 0

1 4

1 2 0

1 4 1 2 0

2 0 1 2 0

2 0 1 2 0 A

t rib u t X f fX

8 8 S

a n g a t p u a s

4 1 3 5 2

P u a s 3 7 1 0 0 .0 0 % 2 1 3

T id a k p u a s 2 3 0 6 0

S

a n g a t t id a k p u a s

1 6 6

8 5 .8 3

1 2 0 3 3 1

7 5 .0 0 5 0 .0 0 9 3 .3 3 9 8 .3 3

A

t rib u t X f fX

S

a n g a t s u k a

4 1 9 7 6

1 9 1 2 0 S u k a 3 6 6 1 9 8

T id a k s u k a

S

a n g a t P u a s T o t a

l + S P + S P S

a n g a t P e n t in g T o t a

l

S

t a n d a r

D

e

v

ia s i P e r s e n t a s e

S

w it c h e r

J a w a b a n

S

l

H

a b it u a

l

b u y e r

T o t a

l

R

a t a - r a t a S t a n d a r D e

v

ia s i T o t a

l

R

a t a - r a t a S w it c h e r

P e r s e n t a s e

S

w it c h e r

J a w a b a n

P e r s e n t a s e

S

w it c h e r

J a w a b a n

S

t a n d a r

D

e

v

ia s i

S

a t isf ie d b u y e r

T o t a

l

R

a t a - r a t a

L

(50)

1 0 1 2 0 1 2 0 3 3 6

1 1 1 2 0

7 4

8 5 .0 0 8 5 .0 0

5 5 .8 3 A

t rib u t X f fX

7 8 .3 3 S

e

l

a

l

u

4 2 3 9 2

8 2 .5 0

S

e r in g

3 6 3 1 8 9

J a r a n g 2 1 6 3 2

T id a k p e r n a h 1 1 8 1 8

1 2 0 3 3 1

2 4 3 7

1 8

3 7

2 1 3 7

2 0 3 7

4 3 7

3

3 7

3 3 7

7 3 7

1 3 7

3 3 7

2

3 7

0 3 7

S a n g a t P u a s T o t a l S a n g a t P e n t in g T o t a l

S

l

S

t a n d a r

D

e

v

ia s i P e r s e n t a s e

S

w it c h e r

+

S

P

R

a t a

-r a t a

P e r s e n t a s e S w it c h e r T o t a

l

C

o

m

itt e d b u y e r

T o t a

l

R

a t a - r a t a

S

t a n d a r

D

e

v

ia s i

(51)

(52)

f² X ² fX ² %

5 2 9 1 6 3 6 8 5 1 8 .3 1 3

1 7 6 4 9 3 7 8 5 3 2 .3 9 4 .0 0 0

1 6 0 0 4 1 6 0 2 2 5 .3 5 2 1 .0 0 0

2 2 5 1 1 5 2 1 .1 3 9 .0 0 0

fx 2

-fx 2 /

f fx 2 /

f n

- 1

4 1 1 8 9 2 1 1 2 9 7 8 1 6 .4 0 8 3 1 8

f² X ² fX ² %

7 8 4 1 6 4 4 8 3 2 0 .0 0 4 .0 0 0

2 0 2 5 9 4 0 5 2 8 9 .2 9 1 1 .0 0 0

1 2 9 6 4 1 4 4 1 0 2 .8 6 1 9 .0 0 0

1 2 1 1 1 1 7 .8 6 3

4 2 2 6 1 0 0 8 7 2 0

8 .4 1 8

f² X ² fX ² %

1 6 9 1 6 2 0 8 1 2 9 .1 9 2

5 0 4 1 9 6 3 9 3 9 6 .8 9 3 2 .0 0 0 8 .1 0 8 3 3 3 1 8

9 0 0 4 1 2 0 7 4 .5 3 3 .0 0 0

3 6

1

6 3 .7 3 0

6 1 4 6 9 7 3 6 0 4

f² X ² fX ² %

3 6 1 1 6 3 0 4 1 9 4 .8 7 2 8 .4 5 1 8

4 3 5 6 9 5 9 4 3 8 0 .7 7 3 2 .0 0 0

I

v

7 .4 5 2 .4 1

7 0 .0 0

%

6 0 .8 3

%

I

n

v

io 5 4 .1 7

%

2 .6 1

2 .7 5

2 .7 6 7 .3 2

I

n

v

io

I

n

v

(53)

5 5 1 0 1 0 1 4 6 5 0

f² X ² fX ² % f

5 2 9 1 6 3 6 8 5 7 5 .0 0 1

3 9 6 9 9 5 6 7 8 8 5 .9 4 7 .0 0 0 8 .4 7 5 1 8

2 5 6 4 6 4 1 0 0 .0 0 1 1

3 2 4 1 1 8 2 8 .1 3 1 8 .0 0 0

5 0 7 8 1 0 1 7 1 5 8 9

7 1 .6 7

%

7 0 .8 3 %

In

v

io 2 .8

(54)

(55)

T o p o f m in d B r a n d re c a ll B r a n d re c o g n it io n B r a n d u n a w a re P r o d u c t a tt r ib u t e s C o st u m e r b e n e f it R e la t iv e p r ic e U s e

P e rf o r m a n c e

C o n f o r m a n c e w it h s p e s if ic a t io n R e lia b ilit y F it & F in is h

S w it c h e r

L ik in g t h e b r a n d

C

o m it t e d b u y e r

M a r k

G e o g r a p h ic a r e a

k e t e r k a it a n p e la n g g a n t e r h a d a p s e b u a h m e r k

a w a r e n e s s m e a s u r e s

k e m a m p u a n k o n s u m e n u n t u k m e n g e n a li, m e n g in g a t k e m b a li

s u a t u m e r k

a s s o c ia t io n m e a s u r e s

k e s a n y g m u n c u l d i b e n a k k o n s u m e n m e n g e n a i s u a t u m e rk

p e r c e iv e d

q

u a lit y

p e r s e p s i p e la n g g a n t e r h a d a p k e s e lu r u h a n k u a lit a s p r o d u k

b e rk a it a n d e n g a n y a n g d ih a r a p k a n p e la n g g a n

F e a t u r e s

o t h e r p r o p r ie t a ry b r a n d a s s e t

a s e t e k u it a s m e r k s e la in y a n g d i a t a s

H a b it u a l b u y e r lo y a lit y

m e a s u r e s

(56)

P r o d u k y g p e rt a m a k a li d iin g a t 1

P r o d u k la in y g d iin g a t 2

P e n g e n a la n m e rk 3

T id a k m e n y a d a r i m e r k 2 d a n 3

d e s a in lo g o m e n a r ik 1

n y a m a n d ip a k a i 2

h a rg a t e rja n g k a u 3

m o d e l m u lt if u n g s i 4

m o d e l b a j u m e n a r ik 1

k e s e s u a ia n h a rg a d e n g a n m o d e l 3

k o n s ist e n s i k u a lit a s p r o d u k 4 k e ra p ih a n p r o d u k s e c a r a k e s e lu r u h a n 5

m e n g k o n s u m s i p a k a ia n k a re n a h a rg a 1

S u k a t e r h a d a p m e r k y a n g d ig u n a k a n 4 m e m p r o m o s ik a n p r o d u k k e o ra n g la in 5

m e r k t e r k e n a l 6

4

5

1

2

3

2

3

lo k a s i p e n ju a la n m u d a h d ija n g k a u 5 a t rib u t

5

2

3

m u d a h d id a p a t

m e n g k o n s u m s i p a k a ia n m e rk t e rt e n t u k a r e n a k e b ia s a a n

m e n g k o n s u m s i p a k a ia n m e rk t e rt e n t u k a r e n a p u a s t e r h a d a p p r o d u k t e r s e b u t

4

5

3

k u e s io n e r b a g k e

(57)

T id a k p e r n a h J a r a n g S e r in g S e la lu

S a n g a t t id a k s e t u ju T id a k s e t u j u S e t u j u S a n g a t s e t u ju

S a n g a t t id a k p u a s T id a k p u a s P u a s S a n g a t p u a s

S a n g a t t id a k s u k a T id a k s u k a S u k a S a n g a t s u k a

T id a k p e r n a h J a r a n g S e r in g S e la lu

A p a k a h A n d a s e t u j u b a h w a A n d a m e n g g u n a k a n m e r k IN V IO k a r e n a k e b ia s a a n ?

A p a k a h A n d a m e n g g u n a k a n m e rk IN V IO k a r e n a p u a s t e rh a d a p k u a lit a s p r o d u k n y a ?

A p a k a h A n d a m e n y u k a i m e r k IN V IO ?

(58)

(59)

No

Usia

Responden Persentase(%)

1

< 18 thn

0

2

18 -25 thn

66

55.000

3

26 - 35 thn

32

26.667

4

36 - 50 thn

17

14.167

5

> 50 thn

5

4.167

120

100

No

Pendidikan

Responden Persentase(%)

1

< SMU

9

7.500

2

S1

82

68.333

3

S2

16

13.333

4

S3

0

0.000

5

lainnya

13

10.833

120

100

No

Pekerjaan

1

Pelajar

5

4.167

2

Karyawan

89

74.167

3

Wiraswasta

13

10.833

4

Ibu Rumah Tangga

1

0.833

5

lainnya

12

10.000

120

100.000

No

Pendapatan

1

< Rp 300.000

0

2

Rp 300.000 - Rp 700.000

13

11

3

Rp 700.000 - Rp 4.000.000

62

52

4

Rp 4.000.000 - Rp 6.000.000

36

30

5

Rp 6.000.000 - Rp 8.000.000

9

8

6

> Rp 8.000.000

0

120

100

Total

(60)

No

Top of Mind

Frekuensi

Persentase(%)

1

Executive

47

39.167

2

Invio

39

32.500

3

Atmosphere

9

7.5

4

Vesperine

9

7.5

5

Lainnya

16

13.333

120

100

No

Brand Recall

Frekuensi

Persentase(%)

1

Executive

36

30.000

2

Invio

32

26.667

3

Atmosphere

11

9.167

4

Vesperine

12

10.000

5

Lainnya

29

24.167

120

100

Brand recog

No

Pilihan Jawaban

Frekuensi

Persentase(%)

1

Ya

93

77.500

2

Tidak

27

22.500

120

100

b unaware

No

Sumber informasi

Frekuensi

Persentase(%)

1

Brosur

16

13.333

2

17

14.167

3

Teman

37

30.833

4

Koran

14

11.667

5

Lainnya

36

30.000

120

100

Total

(61)

No

Merk yg plng srng dibeli

Frekuensi

Persentase(%)

1

Invio

32

26.667

2

Executive

34

28.333

3

Vesperine

14

11.667

4

Atmosphere

14

11.667

5

Lainnya

26

21.667

120

100

No

Alasan

Frekuensi

Persentase(%)

1

Harga terjangkau

16

13.333

2

Kualitas bagus

36

30.000

3

Model menarik

31

25.833

4

Promosi produk

18

15.000

5

Lainnya

19

15.833

120

100

No

Merk yg ingin dibeli

Frekuensi

Persentase(%)

1

Invio

36

30.000

2

Executive

35

29.167

3

Vesperine

11

9.167

4

Atmosphere

12

10.000

5

Lainnya

26

21.667

120

100

Total

Invio

Executive

Jawaban ya

1

Desain logo menarik perhatian

59

49.167

63

52.500

2

Nyaman dipakai

112

93.333

98

81.667

3

Harga terjangkau

74

61.667

86

71.667

4

Model multifungsi

82

68.333

67

55.833

5

Lokasi penjualan mudah dijangkau

115

95.833

120

100.000

6

Merk terkenal

112

93.333

120

100.000

120

No

Asosiasi

Persentase(%)

(62)

kepentingan

1

2

3

4

5 jml

1

3

2

3

4

15

2

3

4

3

16

3

4

20

4

3

4

3

17

5

4

20

6

4

3

4

19

7

4

3

17

8

3

4

3

17

9

3

4

3

17

10

4

3

17

11

3

4

17

12

3

2

3

4

15

13

4

3

4

17

14

4

1

3

14

15

3

15

16

3

2

4

3

15

17

4

3

4

18

3

2

3

4

16

19

4

20

4

3

4

18

21

4

3

2

3

4

16

22

3

4

3

16

23

4

3

19

24

4

3

4

19

25

3

15

26

4

20

27

3

4

19

28

4

20

29

4

3

4

3

18

30

3

4

19

31

3

15

32

4

3

4

3

18

33

4

20

34

4

3

4

3

17

35

4

20

36

4

20

37

4

20

38

4

3

4

3

18

39

3

4

19

40

3

15

Responden

(63)

41

4

3

4

3

18

42

3

4

3

16

43

4

3

19

44

4

3

4

19

45

4

3

4

3

18

46

3

4

19

47

3

15

48

4

3

4

3

18

49

3

4

3

16

50

4

3

19

51

3

15

52

4

20

53

3

4

19

54

4

20

55

4

3

4

3

18

56

3

4

19

57

4

3

4

19

58

4

3

17

59

3

4

3

17

60

3

4

3

17

61

3

4

19

62

4

20

63

4

3

4

3

18

64

3

4

19

65

3

15

66

4

3

4

3

18

67

4

20

68

4

3

4

3

17

69

4

20

70

4

3

4

19

71

4

3

17

72

3

4

3

17

73

4

3

4

3

18

74

3

4

3

16

75

4

3

19

76

4

3

4

19

77

4

3

4

3

18

78

3

4

19

79

3

15

(64)

81

3

4

3

16

82

4

3

19

83

3

15

84

4

20

85

3

4

19

86

4

20

87

4

3

19

88

4

3

4

19

89

3

15

90

4

20

91

3

4

19

92

4

20

93

4

3

4

3

18

94

4

3

4

3

18

95

4

20

96

4

3

4

3

17

97

4

20

98

4

3

4

3

17

99

4

20

100

4

3

4

19

101

4

3

17

102

3

4

3

17

103

4

3

4

3

18

104

3

4

3

16

105

4

3

19

106

4

3

4

19

107

4

3

4

3

18

108

4

3

4

3

18

109

3

4

19

110

3

15

111

4

3

4

3

18

112

3

4

3

16

113

4

3

19

114

4

3

4

19

115

4

3

4

3

18

116

3

4

19

117

3

15

118

4

3

4

19

119

4

3

17

(65)

kinerja

invio

1

2

3

4

5 jml

1

3

4

3

16

2

3

2

3

4

15

3

15

4

3

15

5

3

2

3

12

6

3

2

3

14

7

3

2

3

2

13

8

3

2

3

14

9