Lampiran 1.
Kuesioner Penelitian
KUESIONER
PENGARUH ADVERTISING TERHADAP PEMBENTUKAN BRAND
AWARENESS SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN
PADA STARBUCKS COFFEESHOP SUN PLAZA MEDAN
No. Responden :
Saudara/ saudari responden yang terhormat,
Bersama ini, kami mohon kesediaan Saudara/i untuk mengisi kuisioner yang terdapat
di bawah ini. Informasi yang Saudara/i berikan merupakan bantuan yang sangat
berarti bagi kami dalam menyelesaikan penelitian ini. Atas bantuan dan perhatiannya
kami ucapkan terima kasih.
I.
Identitas Responden
Nama
:
Jenis Kelamin
:
☐
LAKI-LAKI
☐
PEREMPUAN
Pekerjaan
:
☐
PELAJAR/MAHASISWA
☐
WIRASWASTA
☐
KARYAWAN
☐
LAINNYA
Frek Berkunjung / Bulan:
☐
1 KALI
☐
2-4 KALI
☐
>4 KALI
II.
Petunjuk Pengisian
Berilah tanda
check list
() pada salah satu jawaban yang paling sesuai dengan
pendapat saudara.
Kriteria penilaian:
Baik
7
6
5
4
3
2
1
Buruk
IKLAN (X)
No
PERNYATAAN
7
6
5
4
3
2
1
1
Iklan memuat informasi lengkap mengenai
produk
2
Pesan yang disampaikan dalam iklan jelas.
3
Iklan Starbucks mudah dilihat.
4
Tampilan iklan Starbucks berbeda dengan
tampilan iklan produk lain.
5
Saya selalu mengikuti perkembangan dari
produk-produk baru Starbucks melalui iklan
di sosial media maupun media lain.
6
Iklan yang digunakan berguna bagi saya
untuk mengetahui update terbaru mengenai
produk Starbucks.
7
Iklan Starbucks membuat saya mengingat
akan produk tersebut.
8
Iklan Starbucks lebih sering terlihat
dibandingkan iklan kompetitor.
KESADARAN MEREK (Z)
No
PERNYATAAN
7
6
5
4
3
2
1
1
Saya dapat mengingat dengan cepat logo
Starbucks.
2
Apabila ditanya mengenai kedai kopi maka
yang pertama kali terlintas adalah
Starbucks
coffee shop
.
4
Bagi saya, kopi identik dengan Starbucks.
5.
Saya dapat langsung mengenali Starbucks
hanya dengan melihat tampilan luar
produk.
6.
Saya mengetahui dengan baik produk apa
saja yang ditawarkan oleh Starbucks.
KEPUTUSAN PEMBELIAN (Y)
No
PERNYATAAN
7
6
5
4
3
2
1
1
Saya membeli karena melihat minuman ini
diminati banyak orang.
2
Saya membeli karena Starbucks
menyuguhkan minuman yang berkualitas.
3
Saya membeli karena kemasan menarik.
4
Saya membeli setelah membandingkan
dengan produk lain.
5
Saya membeli setelah mencari informasi
jelas mengenai produk.
6
Saya membeli karena iklan yang dipakai
selalu menarik perhatian saya.
Lampiran 2.
OutputUji Validitas dan Reliabilitas
Reliability
Scale: ALL VARIABLES
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-Total Correlation
Squared Multiple
Butir_15 85.7667 120.875 .556 . .959
Butir_16 85.7667 119.013 .640 . .958
Butir_17 86.1667 111.247 .867 . .955
Butir_18 86.0333 117.689 .826 . .956
Butir_19 85.7667 120.875 .556 . .959
Butir_20 85.8333 118.833 .730 . .957
Lampiran 3.
Daftar Distribusi Jawaban Responden
Lampiran 4.
Output Regresi Variabel Periklanan Terhadap Keputusan Pembelian
Analisis Regresi Sederhana Hipotesis Pertama
Regression
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 Periklanana . Enter
a. All requested variables entered.
b. Dependent Variable: Keputusan_Pembelian
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 34.831 1 34.831 12.138 .001a
Residual 278.341 97 2.869
Total 313.172 98
a. Predictors: (Constant), Periklanan
b. Dependent Variable: Keputusan_Pembelian
Casewise Diagnosticsa
Case
Number Std. Residual
Keputusan_Pem
belian Predicted Value Residual
71 -.878 23.00 24.4867 -1.48670
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 22.5900 26.8576 25.2626 .59617 99
Residual -3.90923 4.41002 .00000 1.68529 99
Std. Predicted Value -4.483 2.675 .000 1.000 99
Std. Residual -2.308 2.603 .000 .995 99
a. Dependent Variable: Keputusan_Pembelian
Uji Asumsi Klasik Hipotesis Pertama
Regression
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 Periklanana . Enter
a. All requested variables entered.
b. Dependent Variable: Keputusan_Pembelian
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
Durbin-Watson
R Square Change F Change df1 df2 Sig. F Change
1 .333a .111 .102 1.69396 .111 12.138 1 97 .001 1.711
a. Predictors: (Constant), Periklanan
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 34.831 1 34.831 12.138 .001a
Residual 278.341 97 2.869
Total 313.172 98
a. Predictors: (Constant), Periklanan
b. Dependent Variable: Keputusan_Pembelian
Coefficient Correlationsa
Model Periklanan
1 Correlations Periklanan 1.000
Covariances Periklanan .019
a. Dependent Variable: Keputusan_Pembelian
Collinearity Diagnosticsa
Model
Dimensi
on Eigenvalue Condition Index
Variance Proportions
(Constant) Periklanan
1 1 1.999 1.000 .00 .00
2 .001 37.818 1.00 1.00
a. Dependent Variable: Keputusan_Pembelian
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 22.5900 26.8576 25.2626 .59617 99
Std. Predicted Value -4.483 2.675 .000 1.000 99
Standard Error of Predicted
Value
.177 .786 .225 .086 99
Adjusted Predicted Value 21.3809 26.7540 25.2518 .65383 99
Residual -3.90923 4.41002 .00000 1.68529 99
Stud. Residual -2.334 2.939 .003 1.012 99
Deleted Residual -3.99760 5.61914 .01083 1.74685 99
Stud. Deleted Residual -2.390 3.063 .006 1.023 99
Mahal. Distance .084 20.098 .990 2.347 99
Cook's Distance .000 1.184 .020 .119 99
Centered Leverage Value .001 .205 .010 .024 99
Lampiran 5.
Output Regresi Variabel Periklanan Terhadap Kesadaran Merek
Analisis Regresi Sederhana Hipotesis Kedua
Regression
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 Periklanana . Enter
a. All requested variables entered.
b. Dependent Variable: Kesadaran_Merek
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 13.231 1 13.231 4.044 .047a
Residual 317.395 97 3.272
Total 330.626 98
a. Predictors: (Constant), Periklanan
b. Dependent Variable: Kesadaran_Merek
Casewise Diagnosticsa
Case
Number Std. Residual
Kesadaran_Mere
k Predicted Value Residual
71 -1.137 23.00 25.0571 -2.05712
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 23.8881 26.5184 25.5354 .36744 99
Residual -2.64163 5.94288 .00000 1.79965 99
Std. Predicted Value -4.483 2.675 .000 1.000 99
Std. Residual -1.460 3.285 .000 .995 99
a. Dependent Variable: Kesadaran_Merek
Uji Asumsi Klasik Hipotesis Kedua
Regression
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 Periklanana . Enter
a. All requested variables entered.
b. Dependent Variable: Kesadaran_Merek
Model Summaryb
Model R R Square
Adjusted
R Square
Std. Error of
the Estimate
Change Statistics
Durbin-Watson
R Square Change F Change df1 df2 Sig. F Change
1 .200a .040 .030 1.80890 .040 4.044 1 97 .047 .521
a. Predictors: (Constant), Periklanan
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 13.231 1 13.231 4.044 .047a
Residual 317.395 97 3.272
Total 330.626 98
a. Predictors: (Constant), Periklanan
b. Dependent Variable: Kesadaran_Merek
Coefficient Correlationsa
Model Periklanan
1 Correlations Periklanan 1.000
Covariances Periklanan .021
a. Dependent Variable: Kesadaran_Merek
Collinearity Diagnosticsa
Model
Dimensi
on Eigenvalue Condition Index
Variance Proportions
(Constant) Periklanan
1 1 1.999 1.000 .00 .00
2 .001 37.818 1.00 1.00
a. Dependent Variable: Kesadaran_Merek
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 23.8881 26.5184 25.5354 .36744 99
Std. Predicted Value -4.483 2.675 .000 1.000 99
Standard Error of Predicted
Value
.189 .839 .240 .092 99
Adjusted Predicted Value 23.8574 26.5654 25.5386 .36805 99
Residual -2.64163 5.94288 .00000 1.79965 99
Stud. Residual -1.468 3.331 .000 1.003 99
Deleted Residual -2.67089 6.11022 -.00321 1.83048 99
Stud. Deleted Residual -1.477 3.522 .006 1.023 99
Mahal. Distance .084 20.098 .990 2.347 99
Cook's Distance .000 .156 .009 .019 99
Centered Leverage Value .001 .205 .010 .024 99
Lampiran 6.
Output Regresi Variabel Periklanan Melalui Kesadaran Merek
Terhadap Keputusan Pembelian
Regression
Removed Method
1 Kesadaran_Mere
k, Periklanana
. Enter
a. All requested variables entered.
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 52.371 2 26.185 9.639 .000a
Residual 260.801 96 2.717
Total 313.172 98
a. Predictors: (Constant), Kesadaran_Merek, Periklanan
b. Dependent Variable: Keputusan_Pembelian
Casewise Diagnosticsa
Case
Number Std. Residual
Keputusan_Pem
belian Predicted Value Residual
72 -.391 24.00 24.6437 -.64366
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 22.6163 26.7357 25.2626 .73102 99
Residual -3.68970 4.38371 .00000 1.63133 99
Std. Predicted Value -3.620 2.015 .000 1.000 99
Std. Residual -2.239 2.660 .000 .990 99
a. Dependent Variable: Keputusan_Pembelian
Uji Asumsi Klasik Hipotesis Ketiga
Regression
Removed Method
1 Kesadaran_Mere
k, Periklanana
. Enter
a. All requested variables entered.
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
Durbin-a. Predictors: (Constant), Kesadaran_Merek, Periklanan
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 52.371 2 26.185 9.639 .000a
Residual 260.801 96 2.717
Total 313.172 98
a. Predictors: (Constant), Kesadaran_Merek, Periklanan
b. Dependent Variable: Keputusan_Pembelian
Coefficient Correlationsa
Model
Kesadaran_Mere
k Periklanan
1 Correlations Kesadaran_Merek 1.000 -.200
Periklanan -.200 1.000
Covariances Kesadaran_Merek .009 -.003
Periklanan -.003 .018
a. Dependent Variable: Keputusan_Pembelian
Collinearity Diagnosticsa
Model
Dimensi
on Eigenvalue Condition Index
Variance Proportions
(Constant) Periklanan
Kesadaran_Mere
k
1 1 2.995 1.000 .00 .00 .00
2 .003 29.556 .05 .22 .92
3 .001 47.449 .95 .78 .08
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 22.6163 26.7357 25.2626 .73102 99
Std. Predicted Value -3.620 2.015 .000 1.000 99
Standard Error of Predicted
Value
.176 .765 .267 .105 99
Adjusted Predicted Value 21.4141 26.9988 25.2544 .78453 99
Residual -3.68970 4.38371 .00000 1.63133 99
Std. Residual -2.239 2.660 .000 .990 99
Stud. Residual -2.267 3.002 .002 1.018 99
Deleted Residual -3.78373 5.58591 .00823 1.73046 99
Stud. Deleted Residual -2.318 3.138 .003 1.028 99
Mahal. Distance .123 20.102 1.980 2.897 99
Cook's Distance .000 .824 .022 .086 99
Centered Leverage Value .001 .205 .020 .030 99