4.3. Analysis and interpretation
4.3.4. T test
To prove the initial hypothesis about the influence of each promotion as an independent variable to customer loyaltyofbedding products of PT. Matrastama Maestro Perkasa in Jakarta as the dependent variable, t test is performed to determine the significant level of influence of each element of marketing mix.
41 4.3.4.1. Product and customer loyalty
The result of t test which to find out the correlation of variable consist of product (X1) towards customer loyalty of bedding product in Jakarta has the following result:
Table 4.10a Product towards Customer Loyalty
Model Unstandardized
Coefficient
Standardized Coefficient
t Sig
B Std. Error Beta
Product .257 .196 .170 1.312 .004
a. Dependent Variable: CustomerLoyalty Source: SPSS primary data
As shown in the table 4.10a, shows product (X1) hasweak effectincustomer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta however it is still proven that it has positive correlation between this variable and customer loyalty.
This is showed by the t-value result which is 1.312 and significant t = 0.004In this study also explained that the product effect correlated positively with the bedding product and customer loyalty which is B = 0.257 means that if product engagement rate from the marketing mix increases by 1 unit,the customer loyalty in bedding product also increased by 0.257 units.
42 Cumulative plot of product against customer loyalty in the view of partial regression will produce the following graph:
Table 4.10b Product towards Customer Loyalty
Source: SPSS primary data
In this research, the result was shown by the Scatter Plot from table 4.10b, the points were spread, did not make a pattern, and it leans towards homoscedasticity and normally distributed.
43 4.3.4.2. Price and customer loyalty
The second result of t test to find out the correlation of variable of Price (X2) towards customer loyaltyofbedding products of PT. Matrastama Maestro Perkasa in Jakarta as the dependent variable has the following result:
Table 4.11a Price towards Customer Loyalty
Model Unstandardized
Coefficient
Standardized Coefficient
t Sig
B Std. Error Beta
Price .334 .149 .106 1.298 .004
a. Dependent Variable: CustomerLoyalty Source: SPSS primary data
The table 4.11a shows price (X2) hasweak effecttowardscustomer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta however it is still proven that it has positive correlation between this variable and customer loyalty. This is shown by the t-value result which is 1.298 and significant t = 0.004. It is also shown that the product effect correlated positively with the customer loyaltywhich is B = 0.334 means that if price engagement rateincreases by 1 unit,the customer loyalty in bedding product also increased by 0.334 units.
44 Cumulative plot of price against customer loyalty in the view of partial regression will produce the following graph:
Table 4.11b Price towards Customer Loyalty
Source: SPSS primarydata
The result was shown by the Scatter Plot, the points were spread, did not make a pattern, and it leans towards homoscedasticity and normally distributed.
45 4.3.4.3. Place and customer loyalty
Next is the result of t test which to find out the correlation of variable Place (X3) towards customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta has the following result:
Table 4.12a Place towards Customer Loyalty Model Unstandardized
Coefficient
Standardized Coefficient
t Sig
B Std. Error Beta
Place -.113 .186 -.075 -.606 .246
Dependent Variable: CustomerLoyalty Source: SPSS primary data
Table 4.12a, showsPlace (X3) has no significant effect in the customer loyalty because of t value result which is -0.606 and significant t = 0.246. It is also shown that the place effect correlated negatively and insignificantly weak with the customer loyaltywhich is B =-.113 means that if place engagement rateincreases by 1 unit,the customer loyalty in bedding productdecreases by 0.113 units.
46 Cumulative plot of place towards customer loyalty in the view of partial regression will produce the following graph:
Table 4.12b Place towards Customer Loyalty
Source: SPSS primary data
Based on the table 4.12b the data are normally distributed, the points spread each other and not made a pattern. This is valid and further explain that there was an insignificant negative relationship between place and the customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta.
47 4.3.4.4. Promotion and customer loyalty
Last but not least, of t test which to find out the correlation of variable Promotion (X4) towards customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta has the following result:
Table 4.13a Promotion towards Customer Loyalty Model Unstandardized
Coefficient
Standardized Coefficient
t Sig
B Std. Error Beta
Promotion .404 .182 -.314 2.227 .0.001
Dependent Variable: CustomerLoyalty Source: SPSS primary data
The table 4.13a above shows promotion (X4) hasweak effecttowardscustomer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta however it is still proven that it has positive correlation between this variable and customer loyalty.
This is showed by the t-value result which is 2.227 and significant t = 0.001. It is also shown that the promotion effect correlated positively with the customer loyaltywhich is B = 0.404 means that if promotion engagement rate increases by 1 unit,the customer loyalty in bedding product also increased by 0.404 units.
48 Cumulative plot of price against customer loyalty in the view of partial regression will produce the following graph:
Table 4.13b Promotion towards Customer Loyalty
Source: SPSS primary data
Based ontable 4.13b the data are normally distributed, the points spread each other and not made a pattern. This is valid and further explain that there was weak positive relationship between promotion and the customer loyalty of bedding products of PT.
Matrastama Maestro Perkasa in Jakarta.
49