By
Bintang Bagaskara 11303059
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION –
HOTEL AND TOURISM MANAGEMENT CONCENTRATION FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143, Indonesia
July 2017
Revision after Thesis Defense on 20 July 2017
Bintang Bagaskara STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Bintang Bagaskara
____________________________________________
Student Date
Approved by:
Gemala P. Garibaldi, S.Psi, M. Bus, M. Pd
____________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat SE., MM.
____________________________________________
Dean Date
Bintang Bagaskara ABSTRACT
THE IMPACT OF CONSUMER-BASED BRAND EQUITY TOWARDS PURCHASE INTENTION ON MILLENNIAL GENERATION IN TANAMERA
SERPONG
By
Bintang Bagaskara
Gemala P. Garibaldi, S.Psi, M. Bus, M. Pd
SWISS GERMAN UNIVERSITY
Numerous previous research have proven the impact of brand equity towards purchase intention through a mediating variable. In this study, this relation will be studied directly through the consumer point of view, specifically within the millennial generation age range, in Tanamera Serpong by identifying the simultaneous and partial impact of consumer-based brand equity (CBBE) dimensions, which are physical attribute, staff behaviour, ideal self-congruence, brand identification and lifestyle congruence towards purchase intention. Questionnaires have been distributed to 102 respondent to determine said impact, which is then processed through the program SPSS to conduct normality, heteroscedasticity and multicollinearity tests as well as F-Test and T-Test to determine the hypotheses proposed. The result of these tests shown that although simultaneous impact of the dimensions of CBBE to purchase intention exist, only physical attribute and lifestyle congruence have significant impact for the case of millennial generation in Tanamera Serpong. Suggestions that is generated from this outcome are focusing effort on both physical attribute and lifestyle congruence aspects of Tanamera Serpong’s CBBE, along with improving staff behaviour, ideal self- congruence and brand identification of the premise.
Keywords: Consumer-Based Brand Equity, Purchase Intention, Millennial Generation, Coffee shop, Café
Bintang Bagaskara
© Copyright 2017 by Bintang Bagaskara
All rights reserved
Bintang Bagaskara DEDICATION
I dedicate this work for the love of my life, whose constant talk of other handsome, sexy and cute guys kept me motivated to finish this thesis faster to spend more time
together.
Bintang Bagaskara ACKNOWLEDGEMENT
It is my sincere gratefulness for all of aids given by God and many people in my life during the completion of this thesis. It is only with their light and kindness that I am able to finish one of the most intricate work in my life. As Aesop once said: ‘Gratitude is the sign of noble souls,’ I would like to express my gratitude for all of the support especially to the following people:
1. For my thesis advisor, Ms. Gemala Garibaldi for her patience and tremendous support during the ups and downs of this thesis writing process. Without her guidance and constant care, all of this would not be possible by the slightest, and I will be forev er grateful.
2. For my parents and their constant love from the moment I arrived in this world, specifically during this thesis writing process. It is with their help that dark times during the last few months would pass.
3. For Mr. Vishnuvardhana S. Soeprapto, Mrs. Irma Nawangwulan, Dr. Maria Sienly Veronica and all other hotel and tourism management lectures, including Mrs. Jane Sweed from the English department for all the help towards this project. Everything from their tiniest helpful comments to support while changing title of this assignment twice will be forever imprinted in my mind.
4. For Mr. Ismail Salim as the manager of Tanamera Serpong, as well as Dwirahayu and Rudi as baristas and all the members of Tanamera family during the data collection period on the premise. Without their consent this thesis would not have been possible.
5. For all of fellow hotel and tourism management students batch 2013, especially Stephanie Danella Dwianthy, Amanda Nabila, Andini Trirahayu, Agna Charissa, Monica Agustine Jong, Sebastian Gustanto, Hudi Setiono, Aditya Hutama and Injani Nadiyah Ainaningtias, including Sesarius Egi Budiman from Mechatronics department for their constant company and aid prior, during and after this research.
6. For my significant other, whose patience, care and love I could not live without.
7. And for all other parties that I simple could not mention one by one Thank you for everything.
Bintang Bagaskara TABLE OF CONTENT
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENT ... 6
TABLE OF CONTENT ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
CHAPTER 1 - INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research Problems ... 16
1.3 Research Question ... 17
1.4 Research Objectives ... 17
1.5 Significance of Study ... 18
1.6 Hypothesis ... 18
CHAPTER 2 - LITERATURE REVIEW ... 20
2.1 Framework of Thinking ... 20
2.2 Brand Equity ... 21
2.3 Consumer-Based Brand Equity (CBBE) ... 22
2.3.1 Definition of consumer-based brand equity ... 22
2.3.2 Dimensions of consumer-based brand equity ... 23
2.3.2.1 Physical Attribute and Staff Behaviour ... 23
2.3.2.2 Ideal Self-Congruence ... 24
2.3.2.3 Brand Identification ... 25
2.3.2.4 Lifestyle-Congruence ... 26
2.4 Consumer Behaviour ... 26
2.5 Purchase Intention ... 27
2.5.1 Definition of purchase intention ... 27
2.5.2 Indicators of purchase intention ... 28
2.5.3 Factors influencing purchase intention ... 29
2.5.4 Factors influencing purchase intention in the service industry ... 30
2.6 Café ... 31
2.7 Millennials Generation ... 31
2.8 Research Model ... 33
Bintang Bagaskara
2.10 Previous Studies ... 36
2.11 Difference with Previous Studies ... 37
CHAPTER 3 – RESEARCH METHODS ... 38
3.1 Scope of Study ... 38
3.2 Type of Data ... 38
3.2.1 Primary Data ... 38
3.2.2 Secondary Data ... 38
3.3 Time Frame of Study ... 38
3.4 Population and Sampling Method ... 41
3.5 Operating Variable ... 42
3.6 Validity Test ... 46
3.7 Reliability Test... 46
3.8 Normality Test ... 46
3.9 Heteroscedasticity Test ... 46
3.10 Multicollinearity Test ... 47
3.11 Multiple Linear Regression Analysis ... 47
3.11.1 F-Test ... 47
3.11.2 T-Test ... 47
3.12 Limitations and Threats of the Study ... 47
CHAPTER 4 – RESULT AND DISCUSSION ... 49
4.1 Company Profile – Tanamera Serpong... 49
4.2 Validity and Reliability Pre-test ... 50
4.2.1 Validity pre-test result ... 50
4.2.2 Reliability pre-test result ... 51
4.3 Post-test ... 51
4.3.1 Respondent Profile ... 51
4.3.2 Validity test ... 62
4.3.2.1 Physical Attribute ... 62
4.3.2.2 Staff Behaviour ... 62
4.3.2.3 Ideal Self-Congruence ... 62
4.3.2.4 Brand Identification ... 62
4.3.2.5 Lifestyle Congruence ... 62
4.3.2.6 Purchase Intention ... 63
4.3.3 Reliability test ... 63
4.4 Classical Assumption Test ... 63
Bintang Bagaskara
4.4.2 Multicollinearity Test ... 64
4.4.3 Heteroscedasticity Test... 65
4.4.4 Multiple Linear Regression Test ... 65
4.4.4.1 Model Summary ... 65
4.4.4.2 F-test ... 66
4.4.4.3 T-test ... 66
4.4 Discussion ... 68
4.5.1 First Hypothesis Discussion ... 68
4.5.2 Second Hypothesis Discussion ... 69
4.5.3 Third Hypothesis Discussion ... 69
4.5.4 Fourth Hypothesis Discussion ... 70
4.5.5 Fifth Hypothesis Discussion ... 70
4.5.6 Sixth Hypothesis Discussion ... 71
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 72
5.1 Conclusions ... 72
5.1.1 Consumer-based brand equity affects purchase intention in Tanamera Serpong 72 5.1.2 Physical attribute of consumer-based brand equity affects purchase intention in Tanamera Serpong ... 72
5.1.3 Staff behaviour of consumer-based brand equity does not affect purchase intention in Tanamera Serpong ... 73
5.1.4 Ideal self-congruence of consumer-based brand equity does not affect purchase intention in Tanamera Serpong ... 73
5.1.5 Brand identification of consumer-based brand equity does not affect purchase intention in Tanamera Serpong ... 73
5.1.6 Lifestyle congruence of consumer-based brand equity affects purchase intention in Tanamera Serpong ... 73
5.2 Recommendations ... 74
5.2.1 Recommendations for Tanamera Serpong ... 74
5.2.2 Recommendations for Future Research ... 75
GLOSSARY ... 76
REFERENCES ... 77
Appendix ... 87
Questionnaire ... 87
Photos of Tanamera Serpong ... 98
Curriculum Vitae ... 100