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i
THE INFLUENCE OF PERCEIVED VALUE, BRAND
REPUTATION TO CUSTOMER COMMITMENT THROUGH
CONSUMER TRUST ON ONLINE SHOPPING AT
WWW.TOKOBAGUS.COM
(Study Case : Consumer of Tokobagus.com in Bintaro, Ciputat, and BSD )
THESIS
Submitted to Faculty of Economics and Business in Partial Requrements for
Acquiring the Bachelor Degree of Economics
By:
FITRI AYASOFIA
109081100014
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
2013/2014
ii
SHEET STATEMENT
AUTHENTICITY SCIENTIFIC WORKS
Signature Below :
Name : Fitri Ayasofia
Student Number : 109081100014
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iv
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Curriculum Vitae ( CV )
A. Personal Data
Full Name : Fitri Ayasofia
Nickname : Aya
Gender : Perempuan
Place and DOB : Jakarta, 6 april 1991
Address : Perumahan Karya Indah Village II Blok BB/10 – 11
Pondok aren, Tangerang Selatan 15222
Nationality : Indonesia
Religion : Islam
Height/Weight : 160 cm / 65 kg
Health : Very Good
Telepon& HP : (021)7311706 / 081218951859
E-mail : [email protected]
B. Family Data
1. Father : Dr. Hasyim, SE, M.Ed
Place and DOB : Makassar, December 12 1960
Occupation : Lecture
Last Education : S3
2. Mother : Sumarni Sulaeman
Place and DOB : Makasar, June 28 19960
Occupation : Civil Servant
Last Education : D3
3. Sister : Yusrini Anugrah Pratiwi
Place and DOB : Jakarta, June 17 1994
Occupation : Student
Last Education : S1
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C. EDUCATION
Formal
1995 – 1997 : TK 0 kecil & 0 besar TK Annisaa. Jombang, Pondok
Aren, Tangerang
1997 – 2003 : SD Negeri Pesanggrahan 03 pagi. Kodam, Bintaro,
Jakarta Selatan
2003 - 2006 : SMP Negeri 161. Kebayoran Lama, Jakarta Selatan
2006 – 2009 : SMA TERPADU Krida Nusantara, Bandung
2009 – 2013 : Program Sarjana (S-1) Management (International class)
UIN Syarif Hidayatullah, Jakarta
Non Formal
2001 – 2003 : IMA aritmatika course, Jakarta (certified)
2003 – 2004 : English Course at LBPP LIA, Jakarta
2004 - 2005 : English Course at Oxford, Jakarta
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ABSTRACT
This research aim to analyze the influence of perceived value and brand
reputation to consumer commitment through consumer trust of online shopping in
www.Tokobagus.com in region Ciputat, Bintaro and BSD. Convenience sampling
method has been selected to obtain data required at this study. The research
utilize 60 respondents and overall of respondents are in Ciputat, Bintaro and BSD
who are use the services of online shopping in www.Tokobagus.com. Analytical
method used is path analysis. The result of this research show that : The
consumer perceived value and brand reputation have significant influence
simultaneously and partially in consumer trust on first structural equation. The
second structure equation shows that : the consumer perceived value and
consumer trust have significant influence simultaneously on consumer
commitment. The brand reputation have no significant influence partially on
consumer commitment, but the variable perceived value and consumer trust have
significant influence partially on consumer commitment.
Keyword : perceived value, brand reputation, consumer trust, consumer
commitment
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ABSTRAK
Tujuan utama dari penelitian ini adalah untuk menganalisa pengaruh nilai
persepsi, reputasi merek terhadap komitmen konsumen melalui kepercayaan
konsumen pada belanja online di www.tokobagus.com untuk region Ciputat,
Bintaro dan BSD. Pengumpulan sampling menggunakan metode convenience
sampling digunakan untuk mengumpulkan data penelitian ini. Penelitian ini
menggunakan 60 responden dan keseluruhan responden berada di Ciputat,
Bintaro dan BSD yang menggunakan jasa belanja online di www.tokobagus.com.
Metode penelitian ini menggunakan analisa jalur. Hasil dari penelitian ini
menunjukkan : persepsi nilai dan reputasi merek memiliki pengaruh yang
signifikan terhadap kepercayaan konsumen secara simultan dan parsial pada
struktur satu. Struktur dua hasil penelitian menunjukkan bahwa : nilai persepsi
dan kepercayaan pelanggan memiliki pengaruh yang signifikan terhadap
komitmen konsumen secara simultan. Reputasi merek tidak memiliki pengaruh
yang simultan terhadap komitmen konsumen secara parsial, namun nilai persepsi
dan kepercayaan konsumen memiliki pengaruh secara parsial terhadap komitmen
konsumen.
Kata Kunci : nilai persepsi, reputasi merek, komitmen konsumen dan
kepercayaan konsumen
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PREFACE
Bismillahhirrahmannirrahim,
AssalammualaikumWr. Wb
Alhamdulillahhirabbilalamin, All praise and thanks to God almighty Allah
SWT for all His the favor and guidance, which always give directions, strength
and spiritual, as well as healthy, so I can complete this thesis to obtain a degree in
Economics and business UIN Syarif Hidayatullah Jakarta.
In the process of the preparation of this thesis, the author very aware of all
the weakness that the author had, but with the permission of Almighty God Allah
SWT, hard work, prayers, and a strong desire to complete this thesis and of course
the never-ending support provided by family, friends, boyfriend, counselors and
teachers, this thesis may be completed eventually. The amount of gratitude I say
unto:
1. My parents, my father Dr.Hasyim, SE, M.Ed and my mother Sumarni who
give their best, all the effort they gave with my goal to be a better person,
more success for the future and a happy. Papa Hasyim who was always
patient and always ready to take the time to help and teach me from start
to finishing this thesis.
2. Mr. Prof. Dr. Abdul Hamid, MS as Dean of Economic and Business
Faculty state Islamic university Syarif Hidayatullah Jakarta
3. Mr Dr. Yahya Hamja., MM as my supervisor I, thank you for all advices
and the ease that you gave to me during guiding to finishing my thesis.
4. Mrs Cut Erika as my supervisor II, thank you for all advices that you gave
to me during guiding my thesis.
5. Mrs Leis Suzanawaty, SE, M.Si as my academic supervisor for almost five
years, thanks for your all your signature so I can live my college because
of your permission.
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6. all the lecturers and employees of the Faculty of Economics and business
of UIN Syarif Hidayatullah over all the outpouring of science and service
that has been given.
7. to my sister dear, Yusrini Anugrah Pratiwi who always give support and
affection for your beloved sister, so I encouraged to promptly complete the
thesis and I hope I pass as a Bachelor of economics can spur the sister to
immediately complete Lecture course with value and better results and can
boast of both parents.
8. For one of the special person in my life, Hary Trisetyo a very patient and
never bored to accompany, support when I‟ve got lazy, when I'm down,
and a person who are always present in any circumstance and when I
really need the spirit.
9. For friends of compatriots in lectures to prepare and complete the thesis,
Rara Anggun Tias, Vera Suciyati, and the Somalian, Luqman Omar. May
our friendship persists for long and see you at the height of the success
guys!
10. For friends in management international force 2009, both had graduated in
advance, my compatriots in completing the thesis, as well as a friend In
Shaa Allah soon following the completed thesis. Thank you for
togetherness during the lecture.
11. For all siblings, relatives, uncle and aunty, which always give support the
spirit of regeneration also morale.
12. As well as the other parties which are helps, I cannot mention one by one I
apologies and I say thanks to the fullest it.
The author is aware of the limitations, but there are still many authors look
forward hopefully convey the author's thought that Donations can provide benefits
for the reader.
xii
WassalammualaikumWr.Wb
Jakarta, 6 September 2013
Author
(FitriAyasofia)
xiii
LIST OF CONTENT
COVER
IN COVER ........................................................................................................................... i
Statement of Authenticity Sheet Papers ............................................................................... ii
Curriculum Vitae .................................................................................................................. vi
Abstract ............................................................................................................................... viii
Abstrak ................................................................................................................................. ix
Preface .................................................................................................................................. x
List of Content .................................................................................................................... xiii
List of Table ........................................................................................................................ xvi
List of Picture ...................................................................................................................... xix
List of Attachment............................................................................................................... xx
CHAPTER I
INTRODUCTION .............................................................................................................. 1
A. Research Background............................................................................................... 7
B. Problem Formulation ............................................................................................... 8
C. Research Purpose ..................................................................................................... 9
D. Benefit of Research .................................................................................................. 9
CHAPTER II
LITERATUR REVIEW ................................................................................................... 10
A. Variable Definition ................................................................................................ 10
1. Definition of Brand ..................................................................................... 10
2. Consumer Behavior ..................................................................................... 12
3. Internet, E-commerce, and online shopping ............................................... 14
4. Definition of Brand Reputation ................................................................... 16
5. Definition of Consumer Perceive Value ..................................................... 20
6. Definition of Consumer Trust ..................................................................... 24
7. Definition of Customer Commitment ......................................................... 28
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B. Previous Research ................................................................................................. 34
1. Brand Reputation with the Consumer‟s Trust ............................................. 34
2. Customer (Perceived) Value with the Consumer‟s Trust .......................... 35
3. Customer (Perceived) Value with the Customer Commitment................... 36
4. Brand Reputation with the Customer‟s Commitment ................................. 37
5. Consumer‟s trust with the Customer‟s Commitment ................................. 37
C. Conceptual Framework ........................................................................................ 38
D. Hypothesis .............................................................................................................. 43
E. Hypothesis Statistically ......................................................................................... 45
CHAPTER III
RESEARCH METHODOLOGY .................................................................................... 48
A. Scope of The Research .......................................................................................... 48
B. Population and Sample ......................................................................................... 49
1. Population ................................................................................................... 49
2. Sample ......................................................................................................... 50
C. Data Resource and Data Collecting Method ...................................................... 50
1. Primary Data ..................................................................................................... 50
2. Secondary Data ................................................................................................. 51
D. Analysis Method .................................................................................................... 51
1. Validity and Reliability Test ............................................................................. 51
a. Validity Test .......................................................................................... 51
b. Reliability Test ...................................................................................... 52
2. Path Analysis ..................................................................................................... 52
E. Operational Variables ........................................................................................... 55
CHAPTER IV
ANALYSIS AND DISCUSSION ..................................................................................... 71
A. General Description of Research Object............................................................. 71
1. What is Tokobagus.com .................................................................................... 71
2. Short history ...................................................................................................... 71
B. Analysis and Discussion ........................................................................................ 73
1. Validity Test ...................................................................................................... 73
2. Reliability Test .................................................................................................. 76
C. Finding Research ................................................................................................... 77
1. Characteristics and Data of Respondent ........................................................... 77
2. Descriptive Analysis ......................................................................................... 79
a. Customer perceived value ..................................................................... 79
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b. Brand reputation .................................................................................... 87
c. Consumer trust ...................................................................................... 92
d. Customer Commitment ......................................................................... 97
D. Analysis
1. Path Analysis .................................................................................................... 103
2. F Test (Simultate Test) ..................................................................................... 110
3. T Test (Parsial Test) ......................................................................................... 113
CHAPTER V
CONCLUSION AND IMPLICATION .......................................................................... 129
A. Conclusion ............................................................................................................. 129
B. Implication ............................................................................................................. 131
1. For a Company ................................................................................................. 134
2. For Academicians............................................................................................. 136
REFERENCE ................................................................................................................... 137
APPENDIX ....................................................................................................................... 141
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LIST OF TABLE
3.1 Likert Scale Table ......................................................................................................... 60
3.2 Operational Variable ..................................................................................................... 69
4.1 Table of Validity Test ................................................................................................... 74
4.2 Reliability Statistic ........................................................................................................ 76
4.3 Profile Respondents Base on Gender ............................................................................ 77
4.4 Profile Respondents Based on Professions ................................................................... 78
4.5 Frequency of Respondents Answer About Customer Total Value ............................... 79
4.6 Frequency of Respondents Answer About Customer Total Value ............................... 79
4.7 Frequency of Respondents Answer About Customer Total Value ............................... 80
4.8 Frequency of Respondents Answer About Customer total value ................................. 80
4.9 Frequency of Respondents Answer About Customer overall judgement ..................... 81
4.10 Frequency of Respondents Answer About Customer overall judgement ................... 81
4.11 Frequency of Respondents Answer About Monetary Value....................................... 82
4.12Frequency of Respondents Answer About Monetary Value........................................ 82
4.13 Frequency of Respondents Answer About Trade-off between benefit & cost ........... 83
4.14 Frequency of Respondents Answer About Trade off between benefit & cost ............ 84
4.15 Frequency of Respondents Answer About Service Quality ........................................ 84
4.16 Frequency of Respondents Answer About Service Quality ........................................ 85
4.17 Frequency of Respondents Answer About Professionalism ....................................... 85
4.18 Frequency of Respondents Answer About Professionalism ....................................... 86
4.19 Frequency of Respondents Answer About Price fairness ........................................... 86
4.20 Frequency of Respondents Answer About Price fairness ........................................... 87
4.21 Frequency of Respondents Answer About Company Performance ............................ 87
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4.22 Frequency of Respondents Answer About Company performance ............................ 88
4.23 Frequency of Respondents Answer About Rating in a community ............................ 89
4.24 Frequency of Respondents Answer About Rating in a community ............................ 89
4.25 Frequency of Respondents Answer About truth worthiness based on referrals ......... 90
4.26 Frequency of Respondents Answer About trusth wortiness based on referrals .......... 90
4.27 Frequency of Respondents Answer About forard loking benefit................................ 91
4.28 Frequency of Respondents Answer Aboutforward loking benefit .............................. 91
4.29 Frequency of Respondents Answer About exchange integrity ................................... 92
4.30 Frequency of Respondents Answer About exchange integrity ................................... 93
4.31 Frequency of Respondents Answer About Degree of confidence .............................. 93
4.32 Frequency of Respondents Answer About degree of confidence ............................... 94
4.33 Frequency of Respondents Answer About goodwill and wilingness.......................... 94
4.34 Frequency of Respondents Answer About goodwill and wiligness............................ 95
4.35 Frequency of Respondents Answer About feeling about satisfaction ........................ 95
4.36 Frequency of Respondents Answer About feeling about satisfaction ........................ 96
4.37 Frequency of Respondents Answer About feeling about certainty ............................. 96
4.38 Frequency of Respondents Answer About feeling about certainty ............................. 97
4.39 Frequency of Respondents Answer About customer retantion ................................... 97
4.40 Frequency of Respondents Answer About customer retantion ................................... 98
4.41 Frequency of Respondents Answer About repurchase intention ................................ 98
4.42 Frequency of Respondents Answer About repurchase intention ................................ 98
4.43 Frequency of Respondents Answer About staying intention ...................................... 99
4.44 Frequency of Respondents Answer About staying intention ...................................... 99
4.45 Frequency of Respondents Answer About enduring attitude .................................... 100
4.46 Frequency of Respondents Answer About enduring attitude .................................... 100
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4.47 Frequency of Respondents Answer About desire to particular brand........................ 101
4.48 Frequency of Respondents Answer About desire to particular brand........................ 101
4.49 Frequency of Respondents Answer About desire to maintain membership .............. 102
4.50 Frequency of Respondents Answer About desire to maintain membership .............. 102
4.51 result calculation of correlation test ........................................................................... 104
4.52 relationship between each variable ............................................................................ 106
4.53 coefficeint determinant structure I ............................................................................. 108
4.54 coefficeint determination structure II ......................................................................... 109
4.55 F Test structure I ........................................................................................................ 110
4.56 F Test Structure II ...................................................................................................... 112
4.57 T Test structure II ....................................................................................................... 113
4.58 Analysis influence PV and BR to CT ........................................................................ 116
4.59 T Test for structure II ................................................................................................. 117
4.60 Analysis influence PV,BR,CT to CC ......................................................................... 122
4.61 T Test after trimming ................................................................................................. 122
4.62 Analysis influence PV,CT to CC ............................................................................... 123
4.63 Coefficient Determinant aftertrimming ..................................................................... 123
4.64 Total effect of CPV, and BR ...................................................................................... 125
4.65 Total effect CPV, BR, CT, againts CC ...................................................................... 126
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LIST OF PICTURE
2.1 Resarch model based on each variable definition ......................................................... 40
2.2 Research model based on previous researcher .............................................................. 41
2.3 Framework .................................................................................................................... 42
4.1 Correlation value in the model ..................................................................................... 107
4.2 Path analysis structure I and II ..................................................................................... 124
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LIST OF ATTACHMENT
Attachment 1 Research Questionnair ................................................................................. 141
Attachment 2 Raw data of validity and reliability test ....................................................... 147
Attachment 3 Raw data of path anaysis ............................................................................. 149
Attachment 4 Frequency distribuion of the assesment respondents .................................. 150
Attachment 5 Result of validity and reliability test ........................................................... 153
Attachment 6 Output SPSS ................................................................................................ 177
1
CHAPTER I
INTRODUCTION
A. Research Background
Since 90s the development pattern of marketing in Indonesia experienced
significant changes, especially in the big city. The original marketing pattern is
characterized by a pattern of conventional face-to-face interaction and directly
between buyer and seller, accompanied by bargaining activities, gradually turns
into a pattern of self-service marketing. This period was marked by the emergence
of the market – a grocery store and supermarket, on this pattern, the intensity of
the interaction between buyers and seller diminishing compared to conventional
patterns, price and quantity of goods on a permanent basis and not significantly
possible the existence of bargaining between the buyer and the seller.
In early 2000s, increasingly develop of marketing pattern, after the
emergence of patterns of utilizing electronic media marketing in the execution of
transactions, such as online shopping. Typical of the pattern of marketing this is
no physical meetings directly between the seller and the buyer, as well as the
pattern of provision of products, all made through electronics, both between
companies with the company, company with distributors, as well as the company
with the consumer. The role of the service delivery, technology communications
play an important role. Marketing pattern looks complicated but it has advantages
compared to other marketing pattern.
2
Schijns (2003) describe that “online environments it is more complicated
to establish a social connection between firms and customers due to the lack of
physical environment, social distance between companies and customers”
Another way of marketing as well as excess pattern described by Burke et
al (2000) on cang and wang (2009 : 333), “online exhibits different characteristics
from traditional shopping, online shopping can offer greater product selection,
accessibility without restriction of time and space”.
Nevertheless, the pattern of marketing also has disadvantages such as
being delivered by Srinivasanet (2002) that : consumer can compare competing
products and services with minimal expenditure of personal time or effort, which
results in competitive business markets and lower brand loyalty.
This is possible because consumers can easily switch to other product
options in a very short time without having to deal with the seller.
Husin (2011) revealed that online shopping has actually been introduced
since 1979 in the United Kingdom, by Michael Aldrich of Redifon computers,
long before there was the internet. Aldrich attributed the color TV with computer
and telephone so that it can conduct transactions via a telephone sale, in
accordance with item displayed on the TV screen, but with the internet then
communication with the telephone starting replaceable.
Online shopping itself as a form of communication that did not require
face-to-face between buyers and sellers, so buyers and sellers can reside in a place
that is far apart, but can conduct transactions, and buyers can choose their own
3
desired product through the company website accessed through seller social media
or blogs.
In Indonesia, reports of buying and selling online its increasing trend.
Source of information from the CEO of PT Indonesia Payment Solution said that,
total financial online transactions in 2010 and USD recorded 3.4 billion and year
2012 total financial online transactions are estimated reached USD 4.1 billion.
This number will continue to increase along with the use of internet in Indonesia
still continuing.
As the largest category on types of products in online transactions is
gadgets and stuff, such as electronics, tablet PCs, smartphones, and computer
spare parts. In second category are hobby goods or collectors, such as sports tools,
games, and accessories as well as medicines and cosmetics.
On the pattern of this kind of marketing the trust level of the product,
and manufacturers, it played an important role, in other words the "Trust" is
crucial in marketing like this. Hasan Afzal (2010) said that “Consumer trust is a
variable that generates consumers‟ commitment.” Particularly, high involvement
situation in which effect is strong in assessment as a whole contentment.
Change of marketing patterns is currently developing in the direction of
deeper relations between the growing companies with buyers through its products.
Rust et al. (2009: 2) describe that “yet never before have companies had such
powerful technologies for interacting directly with customers, collecting and
mining information about them, and tailoring their offering accordingly”.
4
Currently, internet users are increasing rapidly, not only in the world, but
also in Indonesia. The population of Indonesia in 2012 was 248 million
inhabitants, of whom 110 million is estimated as middle-class class of internet
users in Indonesia. In addition, there are a total of 23% of internet users or as
many as 50 million people. As a percentage of this amount least come within
South-East Asia, where the highest Singapore, 67% of the total population.
Despite having the lowest number of percentage as internet users in
Southeast Asia, but Indonesia is considered a potential market of internet users,
given the growth in GDP which reached 6.4% from 2011 to 2012, and credit card
users who have reached the 30% of the total population in 2012. In addition to
Indonesia's seventh-largest facebook users, Indonesia as 4th larger users in the
world with $ 43 million, and also the 3rd twitter user in the world with a total of
11 active twitter user, 5 million inhabitants.
From 55 million internet users in indonesia, 71% of the internet user
browsing internet via laptops or desktops, 24% through smartphones and the rest
use other media. In addition to use PC, most Indonesian people access the internet
home, which amounted to 63%, and the remaining 25% from office facilities,
where the rest are using the internet at cafe, cybercafe or school. The results of the
survey found, that Indonesian spends for more than 30 minutes per week for
online. By which time, Indonesia spending time for online is above average time
on line than Malaysia and the Philippines but far under the average of the citizens
of Singapore and Vietnam. On line time, mostly used for searching via the search
engines, then almost the same portion spent on social network and e-mail, the rest
5
utilize of internet is to search activity news, download music and games, on line
transactions, education and careers, traveling, and only a few are utilizing the
internet for blogs and games on line.
Based on survey results from AC Nielsen (2008) has more than 635
million people in the world ever make deals shopping online. The growth of
shopping on line in whole over the world has increased 50% since the year 2001
to the 2008. In Indonesia, growth of transaction on line also increased 50% from
year 2009 to 2010 (AC Nielsen Indonesia, 2010). Based on the data, 40% of
internet users utilize the internet for online transactions, where 37% of them
shopping for fashion goods, followed by booking on line for travel (including
hotels and planes) followed by electronic items and books. Most of the shoppers
on line, shopping via facebook and kaskus, while the rest are shopping through
websites that offer goods for online like a nice store, amazon, e-bay, souvenirs,
and pediabhineka, tokobagus, kaskus, etc.
Many payment methods are chosen by consumers in Indonesia by Bank
transfer, followed by credit card and the rest option for Cash on Delivery. Where
the average consumer spent Rp.500,000 for once shopping online.
Handy Irawan in Marketing Magazine March 2012 issued, reveal a
phenomenon in shopping online that consumers in Indonesia have uniqueness
attitude, behavior and decision in making process in evaluating and purchasing
products. For example, in the field of culture, Indonesia has their own culture of
people who are clearly much different compared to American culture. Indonesia
has a Community norm and non verbal communication. For example, to interpret
6
the meaning of Indonesia Society of different colors, like green color more
favorite. Our market has many products that are intended focus to the Muslims.
The influence of the other is unique in terms of the "reference group". This is the
part that really can't be compared to the American public. In this context, the
opinion as a great leader influencer and the most important is Indonesian society
as a group that has a strong level of socializing.
The impact of this powerful community level is great for marketing
strategy, especially in the context of market penetration. One strategy that
important is the communication strategy. The communication process that uses
word of mouth and raises the level of trust to be effective that assist the market
penetration of a brand.
Indrawan (2012) supported research results of Husni (2011) added, the
various external factors above also affects the internal factors such as the process
of the formation of perception, memory, motivation, attitude, lifestyle and
behavioral processes eventually purchase. As an example, consumers of Indonesia
are likely has short-term memory more dominant. This is a combination between
educational level and social class average is still low, the culture and norms, as
well as the influence of the existing systems in the community. It gives very big
implications on strategy positioning of a product. Almost the same as the first
character, then Indonesia's consumer also tend to not only have a plan, it makes
the consumer spending patterns of Indonesia is relatively disorganized, the
purchase process through impulse buying is relatively high.
7
With such unique characteristics, then this research was conducted to find
out whether media users on line shopping is committed both to the products or
services and to the providers of goods or commitment, as well as to find out what
factors are associated with the level of consumer confidence on shopping on line.
In addition to the explanation that has been put forward on the basis of
consideration of why this research needs to be done, in order to understand the
factors that affect consumer behavior is what the marketing patterns on line.
Some of the variables is assumed as interrelated variables for causality is a
brand reputation, which is the starting point for the introduction of consumer
product offerings, then consumers will be doing an assessment of the advantages
(benefits) earned and costs incurred, this variable was called with perceived value.
Both of these variables on the variables that affect a assume the level of
commitment or loyalty of consumers against a product, where the causality
between the independent variable i.e. reputation and perceived value to the
consumer is influenced by how big a commitment low levels consumer
confidence (consumer trust) of the products on offer. This research will enrich the
efforts implies the dimensions of marketing that can be used as the object of an
improvement in marketing on line.
B. Problem Formulation
Based on the identification of problems and restrictions as already
mentioned above, it can be formulated research problems are:
8
1. Are there any significant effects between the Perceived Value of
consumer Trust in shopping online?
2. Are there any significant effects between the Brand Reputation of
Consumer Trust in online shopping?
3. Are there any significant effects directly or indirectly between the
Perceived Value to the Customer Commitment in shopping online?
4. Are there any significant effects directly or indirectly between the
Brand Reputation of the Customer Commitment in shopping online?
5. Are there any significant effects between Consumer Trust of the
customer's Commitment in shopping online?
C. Research Purposes
The goal ofthis research in particular is to find out:
1. To analyze the influence and role of Perceived Value to the Consumer
Trust in online shopping
2. To analyze the influence and role of Brand Reputation of Consumer
Trust in online shopping
3. To analyze the effect of directly or indirectly between the Perceived
Value of Customer of Commitment in shopping online
4. To analyze the influence of directly and indirectly between Brand
Reputation of Customer Commitment in shopping online
5. To analyze the influence and role of Consumer Trust of the customer's
Commitment in shopping online
9
D. Benefit of Research
This research is expected to be useful in the developing aspects of science
as well as to government aspects.
The Development Of Scienceaspects:
1. The development of the theory of Brand and customer behavior
theory with applications online marketing
2. Application of the theory of perceived value on the conditions in
Indonesia
3. The results of this research are expected to be useful for the
development of the science of consumer behavior, especially
linkages with variable reputation Brand, Brand trust and Brand
Commitment.
The Development of governance aspects:
1. Being one of the producers as reference for designing an effective
strategy for the development of online shopping is very potential in
Indonesia.
2. Being a reference for marketing materials to create trust and a
commitment to the customers of a products and services offered.
10
CHAPTER II
LITERATUR RIVEW
A. Variable Definition
1. Definition of Brand
Aaker and Keller (1990:112) in Afzal (2011:43), defines a brand as
a ' name, logo, trademark and symbol '. Added by Argenti and
Drunkenmiller (2004:75) in Pinson (2012: 5) brand is a name, term, sign,
symbol or design, or a combination of them intended to identify the goods
and services of one seller or groups of sellers and to differentiate them
from those of the competition.”
Attested in Afzal (2011:44) that, brand will creating a difference
between generic products also expressed by Einwiller (2001).
Furthermore, disclosed the importance of Brand in the company, by Rao
(1994) in Matzler, et. Al. (2006: 76) that brand is an intangible asset of a
company that has values. Which brand would reflect the spirit and soul of
the Organization, further brand the product can tell the difference with
competitor and can determine the position of the competitors have similar
products, so eventually customers will feel as a part of specific brand
product in Aaker(1991:102), so the arguments presented by Afzal, et. Al.
(2011:44)in expressed the importance of brand for a company.
In the background of his article, Mohammed (2012: 113) said that
brand has a very important role in helping customers in choose a product
11
or even the organization of a particular store. Brand give consideration
associated between producers and consumers, and describes whether a
product has fulfilled the expected by the consumer or not. Next, brand will
show whether consumers are on a specific community or not.
Consumers are aware to the importance of a brand, the higher
commitment of consumers of a brand. The famous brand will provide
profits for these products and will differentiate it from similar products of
a brand is not well known, so Mohammed quote from Keller (2003).
Where though many brand on the market, but usually consumer will prefer
for brand that they already known in advance. Furthermore, the famous
brand will become attractive not only for consumers, but also encourage
repeat purchases and will increase the price of the product, so it will give
you an advantage for the company in the medium term and Foster
Cadogan (2000: 343).
The shape of the brand is actually an assortment, 'may be a
product, service, shops, famous personality, place, organization or idea ' so
brand experts, Keller (2003b) says. More than just a brand name or logo,
but rather to ' a set of expectation and perception that rose from the
experience of the product or the organization ' Davis (2002: 503) added.
Mohammed (2012: 113) concluded that tangible or intangible components
of a brand can shape perceptions of customers over time and will shape the
attitudes of customer‟s brand, so that it will give rise to a special form of
the attachment between a brand and its customers. However, some other
12
studies mention that the role of the brand is not as important as with the
role of pricing, packaging, and various technical characteristics inherent in
such products as quoted from Serge (2000: 92).
Based on the sentence above, seen that brand is a very powerful
asset for a company, so a good reputation will give positive expectations
for customers and a bad reputation will give you an image that is not good
from the side (Creed and Miles, 1996, in which Afzal, 2011: 46).
2. Consumer Behavior
The purpose of a marketer is to serve and satisfy the needs and
desires of consumers. Marketers must know and understand how consumer
behavior in fulfilling your wishes and needs.
According to Engel (2010: 22) consumer behavior is direct action
to get consumption and spend the products and services, including the
decision-making process. Kottler (2012) said that consumer behavior is the
behavior of the end consumers, both individuals and household who buy
products personal consumption. Whereas previously Mowen (2006) stated
that consumer behavior is the study of unit purchases and Exchange
processes involving the acquisition, and consumption of goods and
services. Definition of consumer behavior is most often used is from
Schiffman and Kanuk (2008) where consumer behavior is a process where
a person in a seeks, give, use, evaluating, and acting after the consumption
of services and ideas that are expected to satisfy the needs and desires.
13
Based on the description above, seen that consumer behavior
related to decision-making to use and consumer goods and services in
fulfilling needs and wants of a consumer.
Zeithaml and Bitner (2005) argues that the stages performed in
decision-making means evaluating services and products offered, by
doing: search source of information, a variety of alternative assessment
products and services, purchase and use of products and services and the
last one is the evaluation of post purchase.
With the development of e-commerce, since the end of the 1990s,
media in shopping meeting growing spending needs and desires as well as
through internet media. This is certainly have an effect on the behavior of
consumer purchases, purchase behavior with the media on line have a
difference with conventional media.
According to Li and Zhang (2002: 508) online purchase behavior
refers to the process of purchasing goods and services products through
the medium of the internet. It distinguishes with conventional shopping
process is in shopping online, information retrieval and alternative
products and services is done by looking at the information that is
available through the medium of the internet, and how to purchase
between buyer and seller is not met. The difference is the behavior of
consumers who buy on line, just do a search if the information he felt in
need of such items only, so information retrieval is not done every time.
14
The behavior of consumers in shopping online is influenced by
various factors, in particular the recurrent desire to do shopping or even
feel any attachment with the shop on line or purchased online brands,
various studies say depending on the level of trust that such a result of
consumer research Javernpaa, Tranctinsky and Vitale (2000: 45). Where
the trust of consumers is very depending on the perceived value of online
stores or products and services purchased online consumer and reputation
earned from online stores as well as the goods and services he received, it
is expressed by Quelch and Klein (1999: 72).
3. Internet, e-commerce and Online Shopping
The history of the Internet's existence comes from the United
States Department of Defense Advanced Research Project Agency
(ARPA) in 1963, which was originally a United States Government
experiment NET created to connect the computer researcherto the centre in
the Department of Defense.
Currently, Internet is a computer network that links computer
networks with other networks worldwide (Hornby, 2000). Internet has
become the world's largest information resource that contains a wide range
of breakthrough in form of communicating, social interactions to business
interactions. A wide range of buying and selling that was once done face-
to-face can now be done on line via the internet, which is called e-
commerce.
15
E-commerce defined by Turaban (2002) is a concept that describes
the process of purchase, sales and products changing, services and
information through a computer network. E-commerce has three
categories, B2C (Business to Customer) that is a transaction on line
connected directly between the business person with customers
individually. Then the category B2B (business to business), transactions
on line between one or several companies with other businesses, and B2E
(Business to Employee), the information and the service made up for the
workers.
Husin (2011) tells us that, on line shopping was first introduced in
the United Kingdom since 1979 by Michael Aldrich of Redifon
computers, long before the internet exist. Aldrich attributed the color TV
with computers and telephones, so to transact a sale over the phone, in
accordance with item displayed on the TV screen.
Then with the uses of the internet, communication with the phone
starts replaceable by online shopping form of transactions that do not
require a face-to-face between buyers and sellers, so buyers and sellers can
be in a separate place so much, but can make deals, and the buyer can
choose the product through a vending company sites that are accessed
through social media or blogs.
16
4. Definition of Brand Reputation
Halliday and Kuenzel (2010: ) in Pinson (2012: 3) outlines the
notion of reputation as: the collective representation of multiple
constituencies image of company, built up over time and based on
company's identity programs, its performance and how constituencies have
perceived its behavior. The unity of the community in view of the
assessment form and behavior towards companies, which are arrayed in a
long period of time, based on the programs and performance undertaken
by the company.
Other notions of reputation put forward by (Bromley: 1993).
Davies and Miles (1983) in Pinson (2012: 23) reputation are: Summary of
the impressions or perceptions held by external stakeholders. Whole of the
feeling and opinion submitted by stakeholders outside the company.
The reputation of a brand can be accessed from the consumer
opinions, hopes and beliefs, so a Brand's Reputation is the consumer
confidence that the brand is good and reliable. The reputation of a brand
can be built through advertising and PR and of course the quality of the
items added (Afzal, 2011: 46).
From above can be interpreted as meaning that the reputation of a
company represented by the performance of which was created by the
company which is reflected in the quality of the resulting products, as well
as other performance are perceived by consumers. This means bring the
better performance of the company improves the company's reputation
17
grew and vice versa, the ugly performance of the company's consumer
increasingly negative perceptions which means reducing the company's
reputation in the eyes of consumers.
Brand reputation is often associated as the credibility of the
companies that are perceived by consumers (Herbig, 1993, Hyde, 2005 in
Casalo, 2011: 201). Aside from the external side, the reputation of a brand
can be seen from the internal side, where in his article, Pinson (2012: 25)
reveals ' CEOs views reputation as an intangibles assets that provide a firm
with greater confidence among stakeholders, better positioning in the
marketplace and associated with superior performance compared to other
brands in the same product category ' (deChertnatony, 1999) Ceos looked
at the reputation as an invisible treasure that give confidence to
stakeholders, a better position on the market, and can provide better
performance than other brands of the same product.
Confirmed also mention by Dahlen, et. Al. (2009: 157) that brand
reputation is an asset that will give the company an advantage, which will
create goodwill from consumers based on experience from previous
purchases. It is believed that the brand that has a good reputation will ease
the process of purchase of the customer or consumer decision making in
purchasing (Chun: 2005). In the contacts associated with the on line
shopping or e-commerce, Josang, et. Al., 2007 in Cassalo, (2011: 201)
explains, reputation can be consequences of a collective measure of
18
truthworthiness based on referrals or rating from members in a
community.
The good reputation of the company in the eyes of consumers will
give a positive impact to the company's performance as it allegedly by
Chun (2005) a good brand reputation stimulates purchase by simplifying
decision procedures for customers, a good brand reputation that will
stimulate the purchasing easier, in other words a good reputation doesn't
complicate the assessment of consumer products that it generates, because
consumers feel confident would be quality of the product that results from
companies that have a good reputation.
Correspondingly Deephouse (2000) and Siltaoja in Ker Tah Hsu
(2011) tells us that the executives viewed the company's reputation as an
important source that directs the company to consider corporate
competitive advantage Executive reputation as the critical intangible
resources that leads to competitor advantage. The explanation above was
added by Herbig and Milewicz (1995) cited Dahlen, et. Al. (2009: 157) a
backward-looking asset with forward looking, the goodwill benefit
consumers ascribe to a brand based on their previous encounters with it.
Reputation is an invisible asset but provide a real advantage, because
consumers who either provide an assessment based on what they see and
feel.
Brand reputation will Giving an advantage for a company's
reputation, because the reputation is an indicator of competitive advantage
19
(competitive advantage) it means the good reputation of the company is a
sign of the high competitive advantage possessed, and this will encourage
positive assessment (perceived value) from consumers against firms.
Worcester (2001) in Riadh (2011: 120) says that the company's
image can be defined as "the net result of the interaction of all experiences,
impressions, beliefs, feelings and knowledge people have about the
company", where the image can also be described as what the public views
as a whole regarding the company.
Related to the company's image, reputation of the company by
Tsung-Chi (2007: 134) is how the customer views of service providers, the
extent to which they are honest and paying attention to the customer.
Added, that previous studies have shown that with the increasingly sharp
competition at the moment, consumers can easily switch to a company that
has a better image, though customers were satisfied with the service
providers who are currently wearing.
If the reputation associated with the other variables, so a lot of the
literature are debating on how linking between service quality, satisfaction
and image. Some says that the image is the antecedent of customer
satisfaction, to be a moderator between service quality and satisfaction, but
there are studies that indicate the opposite.
Gronross (2001), is one of the person who said that image was
created from service quality and customer satisfaction. What is relayed by
the Gronross is supported by research conducted by Kang and James
20
(2006), as well as research from Nguyen and LeBlanc (2005), on the
service industry in South Korea. Even the research of Nguyen and
LeBLanc has also been linked with the company's image among customer
loyalty, customer loyalty was created from a good corporate image.
The latest research from Kassim and Souiden (2010) indicates that
a good image of the company will develop and maintain good
relationships with customers, can even increase market share and sales.
Not only the company's image but in Tsung-Chi (2007: 135) it is said that
reputation also has connections in maintaining customer relationships with
the service provider.
5. Definition of Consumer Perceive Value
According to Kotler (2012), the value of the thought of the
customer (Customer Perceived Value) is the difference between the
evaluation of the prospects for all benefits and all the costs that are on
offer and other alternatives considered. The evaluation process involves
the exchange of what is acceptable to consumers (customer total value,
service value, image value) and what was sacrificed (customer total cost,
the monetary cost and non-monetary cost includes the cost of time, energy
and mental). Seen from the side of the consumer, have a high value is a
major factor in the transaction of buying and selling (Hollbrook: 1994).
Kottler (2010.) in Suliyanto (2010: 2) adds that the Customer
Perceived Value can also be expectations from consumers of the products
21
or services that are expected to satisfy them. Added by the Ziethmal
(1988) in Li (2010: 23) expressed approval that the Customer Perceived
Value is the overall assessment of the value to products based on the
perception that he received or upon what has been accepted by the
consumer.
A little different from what is presented by Kottler, Ducoffe (1996)
in Dahlen, et. Al. (2009: 156), said that the Perceived value of Customer
as the value of the products or services received based on consumer
advertising of such products or services.
In the end, as a result of research Li (2010: 20) which is in line
with the theory of Lemon, et. Al. (2001), that the Customer Perceived
Value holds the key role in the relationship between the purchaser and the
company, which was created from a number of factors, namely ' quality,
price and convenience '.Cronin (2000) associate the Customer Perceived
Value on on line shopping system as whole consumer assessment of the
quality and the sacrifice incurred in shopping; ' customer's overall
judgment of quality and sacrifice to shop '.
Mac Dougal and Levesque (2000) in Suliyanto (2009; 2), said that
the Perceived Customer Value will give a ' long-term benefit '. Because
customer perceived value increase consumer confidence on a particular
product, so it will encourage consumers to do the repetitive consumption
on these products, or enhancing a sense of attachment to a product or
brand that has perceived value is positive.
22
Various definitions of Customer Perceived Value cited by Li
(2010; 30-33) from different sources, Anderson (1993) says that CPV is
related to the monetary units that are associated with that product.
Whereas Burtz and Goodstein (1996) says that CPV more leads to
emotional shape that is formed between customers with a certain brand,
because it considers the value of having a ' brand ' is more than other
brands in the similar products. While Moliner (2007) says that the
Perceived Value to the Customer more experience after consuming, where
subjective judgment and therein including emotional reactions after
consuming a product or service. Monroe (1990) says that the Customer
Perceived Value is a tradeoff ' from ' quality or benefit which is received
from a consumer product compared to the sacrifice of the issued price. The
theory of Customer Perceived Value is most often used in the study are
those of the Woodruff who says that Customer Perceived Value is the
overall evaluation of product attributes, attributes and performance
consequences received by the consumer after consuming the products and
benefit that gets compared to other products.
Mohammed (2012; 116) in his research related to brand loyalty,
many take the Customer Perceived Value of theory Anderson and
Srinivasan (2003), said that if the perceived value is decreased, then the
consumer will tend to not committed against the product, brand or
company. Other researchers, Chiou (2003) says that Perceived Value is a
23
factor shaping the overall satisfaction is new on is finally will increase
loyalty and commitment from the customer.
Lack of Perceive Value, which is quoted from research by Peterson
(2004), Holbrook (1994), Petrick and Backman (2004) is in market
research, measuring the Perceived Value is not an easy thing, where the
theory of perceived value measurement itself is very less. Measurement of
perceived value, into a debate about the perceived dimensions of value still
takes place today, and requires more than just a marketing tool and
statistics but there are psychometric science in it so it was revealed from
the article and Jayanti Ghosh (1996).
It is also delivered by Dahlen (2009: 156) that raised customer
perceived value in his research, where it is perceived that express their
customer measurement value can be viewed from any side or from one
side only, for example, perceived value received from the advertising of a
product, can even be restricted from one media advertisements only.
Because of the perception of the consumer receives an advertisement, may
cause an emotional attitude of consumers to the product being advertised.
However, there has been a lot of studies that are related to
Customer Perceived Value, such as the study of the Dagger, et al (2007) in
the healthcare industry in Australia using the dimensions of service
quality, interpersonal hers added quality, technical quality, environment
quality and administrative quality. The results of the study showed a link
between the level of consumer satisfaction with perceived value. Other
24
studies have been conducted by the Moliner (2007) on the tourism
industry in Spain, where the dimensions of customer perceived value used
is the functional value of service quality, price and professionalism then
the dimensions of emotional value and social value dimension. Kim
(2008) the adopting model research of Oliver (2007) conducted a study on
e-commerce perceived value, dimensions used are perceived service
quality, product quality and perceived perceived price fairness.
6. Definition of Consumer Trust
According to Morgan and Hunt (1999), the Trust is defined as the
level of integrity, honesty and competence of one party against the other
party, confidence on exchange partner's reliability and integrity.
Trust usually viewed as a critical element of being able to keep the
relationship in the future, in this case the customer relationships with
service providers. Then Morgan and Hunts (1994: 23) in Helen wong et al.
(2012) gives the sense of out Trust when one party has confidence in an
exchange partner is reliability and integrity, trust arises if someone feel
confident against the other party in terms of reliabilities and integrity.
Thus the trust arises if a person or a company able to show something
good sake that can convince someone to be his ability and integrity.
In the sense, Adidam et al (2004) have almost the same thinking. In
Helen wong (2012) explained that u.s. trust confidence conceptualized in
an exchange partner's reliability and integrity ' new basing on personal
25
experience as an individual has his/her ad with the institution, the concept
of trust as a belief of ability and integrity shown by co-workers based on
someone's experience of the institutions or their home institution.
Next on his research, Chaudari and Holbrook (2001: 82), Morgan
and Hunt (2004) back to affirm that Trust is a desire of most consumers to
trust the ability of a particular brand to be able to deliver its performance
in accordance in what it should be or according to what he had promised.
Trusts can also be interpreted as a goodwill and willingness "from
consumers to take risks, to which goodwill is built from previous
experience, and Trust is the expectation of a positive outcome, expressed
by Deutsch (1979) in Afzal, et. Al. (2011: 45). While the willingness is the
desire of consumers to face the risks, that may be associated with receipt
of the brand that will be consumed, (lau and Lee, 1999, in the Suliyanto
2011: 2).
Emphasized by the Doney and Cannon (1992) says that consumer
Trust is very relevant to the situation which is full of uncertainty where the
larger brand differentiating in the similar products. Garbarino and Johnson
(1999, 71) says that consumer trust can arise as a belief of the honesty and
integrity of the seller, which may be reflected in the attitude of the
personnel of the seller (Crosby, et. al, 1990).
In his research, Ching-Hsien, et. Al. (2002: 2) says that will happen
because the trust's consumer's initiative themselves to further believe with
what is offered by a brand. Where the trust would reduce the sense of
26
uncertainty, not only because consumers know that the brand deserves to
be trusted, but reliable, secure and honest in expressing the contents of
products that are sold, as quoted from Arnjun and Morris (2001). In fact
added by Doney and Cannon (1997) 's consumer's Trust can be created and
built through the consumer experience in doing such consumption
activities, starting from the process of introduction to the brand.
In the end, it's consumer's trust of research results and Garbarino
Johnson (1999: 72) can be viewed as a major component in the
relationship (relationship) between the seller and the buyer (Berry, 1995,
Dwyer, 1987, Morgan and Hunt, 1994).
However it should be noted also that's consumer's trust by
Kabadayi and Alan (2012: 82) cited from Casalo (2007) can be viewed as
a cognitive component, because it can be an encouragement to its purely
emotional. Where the emotional impetus can arise from complacency after
the previous purchases (Anderson and Narus, 1990, Afzal, 2011: 45)
Andreas Eggert (2002) distinguish perceived between value and
customer satisfaction by saying that perceived value can be measured as
the cognitive variable, while the customer satisfaction can be assessed as
variable relating to affective; perceived value is ArcGIS measured a s a
cognitive variable, customer satisfaction is ArcGIS measured as an
affective variable, whereas Zeithaml (2008:18) saying that perceived value
is consumer to the overall assessment of the usability of a product may be
granted based on the perception of the ole what is accepted and what is
27
issued to obtain the product's consumer's Perceived value as the overall
assessment of the utility of the product based on perceptions of what
received and what is given.
While Helen Wong (2012) outlines that a trustworthy party is one
that is considered reliable and has high level of integrity and the associated
qualities, belief is a considered a high reliability and integrity with regard
to quality.
Casalo et al. cited by Helen Wong (2007: 82) defines trust as
cognitive component, which may induce emotional response, including
cognition components insidereponses emotionally. As well as related to
the experience of the brand, or a product like that is to say by the Doney
and Cannon, (1997) in Helen Wong (2007: 82) that the Trust can be
Created and developed by direct experiences of consumers via the brands,
trust can be in shape by the direct experience of the customer. By doing it,
so can be said that trust is related to someone's beliefs against reliabilities
and integrity shown by a person or a product or company.
Afzal (2010) explains that Consumer trust is a variable that
generates the consumers‟ commitment. Particularly high involvement
situation In which its effect is strong in assessment as a whole
contentment; Morgan and Hunt (1994) cited by Chaudhuri and Holbrook
(2001: 82) gives the sense of trust as the willingness of the average
consumer to rely on the ability of the brand to perform its stated function,
28
the desire for the average consumer to the ability shown by the brand or
company.
Doney& Cannon, (1992), Ching-Hsien, et al (2002) in Chaudhuri
and Holbrook (2001: 81) says that trust also relevant situation in
uncertainty economic situation, when greater brands versus lesser
differences among brands occur. The Trust also has to do with the
situation of uncertainty, when well-known brands are dealing with other
brands.
Benefit from the emergence of consumer confidence are reducing
uncertainty, so that consumers can reduce spending and reduce the time to
a sense of uncertainty as it is pointed out by (Arjun and Morris, 2001) in
Kabadayi and Alan (2012: 2) The Trust can reduce economic uncertainty,
because the customer not only knows that brand can be worth trusting, but
also thing that dependable, safe and honest consumption scenario.
AndersoNorus (1990) and strengthen said that trust is feeling
about satisfaction because of its ability to moderate risk in the buying
process, meaning that if a person believing in a product then feeling
satisfied should appear as a loss of severely screwing things will have risk
of loss from the purchase of the item.
7. Definition of Customer Commitment
Some literature describes as a back and forth between commitment
and loyalty, in this literature review writers will try to take both of these
29
notions would then be means that whether in order or sense impression in
both of them that there may be differences.
Tim Jones (2007) explain that customer commitment has been
attracting the attention since Morgan and Hunt gave a rise to his theories
of relationship marketing, they say that customer commitment has
garnered much interest since Morgan and Hunt's (1994) the seminal work
on the trust's commitment theory of relationship marketing. Why customer
commitment is very interesting because it turns attention to customer
commitment with regard to various things as stated by Bansal et al (2004)
in Tim Jones (2007); our customer commitment is a powerful predictor of
various metric related to customer retention like switching/staying
intention and repurchase intention; Our Customer commitment is a very
influential predictor of a variety of matters related to customer loyalty as
the intensity of the repurchase.
In order for our understanding of the customer's commitment more
clearly, here the author pointed out some sense of customer commitments
as follows:
Jeff Hess and John Story (2005: 334) uses the term to refer to the
commitment form relationships with customers, beyond the end,
confidence, attitude and behavior towards the brand and things related to
the brand explains the sense of commitment as follows: We use the term
"commitment" to refer to the ultimate relationship's consumer's
disposition, encompassing beliefs, attitudes, and behaviors toward the
30
brand and their relationship with that brand. Furthermore Moorman et al
(1992) in Tim Jones (2007) outlines that commitment, loosely defined as a
desire to maintain a valued relationship; Commitment interpreted as the
desire to maintain the relationship values.
Jeff Hess and John Story (2005: 319) stated that the Commitment
is a fundamental and powerful concept that can only be fully understood
and applied if decomposed into its major dimensions; commitment is a
strong basic concept can be understood if in applying on various
dimensions.
In the concept of buying resetting, originally Aaker (1991) says
that the purchase is one of the factors that determine the levels of customer
loyalty. But often, customers are buying in the absence of a certain feeling
of such goods (Mown, 1999).
Customers who do not have a commitment to the brand or the
online shop is customers who make a purchase on the anniversary of the
same brand, but it has no emotional attachment to the brand (Hawkins,
2004) in Jones (2010: 17). Added, this is done because they only have a
habit to buy in the store. So they make a purchase without having a feeling
of attachment to the brand or store where they bought the item.
Customer's own actual Commitment can be defined from various
sides, as stated by Jones (2010: 17) ' the commitment concept appearing in
the fields of psychology, organizational behavior and marketing. These
31
definitions all reflect that commitment to a relationship involves both a
psychological state and a motivational phenomenon‟.
Customer's Commitment by Morman, et al (1992) in Garbarino and
Johnson (1999: 71) is ' enduring desire to maintain valued relationship '
where customers always want to maintain a good relationship with the
seller and hope that the relationship is worth. Ogba and further (2007: 4)
said that the commitment of the Subscriber is ' An enduring attitude or
desire for the particular brand. It is the degree to which customers as
members of an organization are committed to an emotionally an
organizations, its brand or product, hurricane status by continuous desire
to maintain membership ', not only the desire to consume a particular
brand, but also a level where customers feel as members of a producer
organization are emotionally tied to the company, whether through a brand
or product.
The importance of the customer's Commitment reflected in the
Jones article, et. Al. (2010: 16) who says that customer commitment is
powerful predictor to customer retention, like staying intention and
repurchase intention, thus our customer commitment is a key to a
marketing ' success, here it is revealed that the commitments from
customers will give you the desire to make a purchase that is repeated so
that it can successes the marketing strategy (Bansal, et. al, 2004, Fullerton,
2003, Venetis and Ghauri, 2004).
32
Meanwhile Grun et al. (2000) in Tim Jones (2007) shared a
commitment within 3 (three) types, namely:
1. Affective Commitment as the degree to which a customer is
psychologically bonded to the service organization on the basis
of how favorable the consumer feels about the organization
2. Normative Commitment as the degree to which a customer is
psychologically bonded to the organization on the basis of
his/her sense of obligation to the organization Normative
Commitment as the degree to which a customer is
psychologically bonded to the organization on the basis of
his/her sense of obligation to the organization
3. Continuance commitment as the degree to which a customer is
psychologically bonded to perceive cost associated with
terminating the relationship
Caudhari and Holbrook (2001) quoted Oliver (1999:34) explain
that A deeply held commitment to re-buy or re-patronize a preferred
product/service consistently in the future, thereby causing repetitive the
same brand - set purchasing, despite situational influences and marketing
effort having the potential to cause switching behavior.
Aaker (1991), and Assael, (1998) in Chaudhuri and Holbrook
(2001: 82) outlines that there are 2 different aspects of brand loyalty:
behavioral; and attitudinal positions. Behavioral, consist of repeated
33
purchase of the brand, attitudinal positions, is a dispositional degree of
commitment in terms of some unique value associated with the brand.
Commitment indicated loyal customer shows 3 characteristics
below:
1. They spend more money in purchasing product or service of a
company
2. They encourage others to purchase products or service of a
company
3. They believe it is valuable to purchase products or service of
accompany
This commitment will only arise if consumers put trust either of
the products as well as against the companies; therefore the commitment is
very closely related to the level of consumer confidence.
Egan (2004) in Santouridis (2010: 333) say that loyalty is the
consumer behavior as measured from the number of repeat purchases
(repeat purchase), "share of wallet" and purchase frequency in a certain
period.
In Siddiqi (2011: 22), Singh and Sirdemuskh (2000) says that
Customer Loyalty as the "market place currency of the twenty-first
century". Ndubisi and Pfeifer (2005) provide an important entry that
serves a loyal customer is much more lightweight five times compared to
provide service to the customer. This statement shows that retain
customers, or that have a loyal customer who is absolutely essential. The
34
same is expressed by Walsh (2005) that maintaining a loyal customer
more profitable than looking for new customers.
Reicheld and Sasser (2003) in Riadh (2011: 112) say that loyalty is
defined as a very strong commitment and depth, and empirically can
increase the level of profitability of the company. This is in line with what
was said by Oliver (1999), that loyalty is high in committeemen making a
purchase over and over on the same goods or services on a consistent basis
in the future and was deeply affected by the marketing activities
undertaken by the company, whether to make the transition to another
brand or not.
B. Previous Research
1. Brand Reputation with the Consumer’s Trust
Linked between Brand Reputation with the consumer's Trust,
reflected in the research conducted by Donney and Cannon, (1997) in
Cassalo, et. Al. (2011, 201) mentioned that ' the consumers who perceived
the website who have a good reputation are more likely trust the website.
Here is revealed the existence of a positive influence, in which consumers
who are convinced good reputation of the company or brand, will be more
trusted sites offering goods with those brands.
Research by Javernpaa, Tractinsky and Vitale (2000: 46) also says
that consumer's Trust in online shopping, consumers ' perceptions of how
the reputation of the online site as well as from the clarity of information
35
that make up the perception of the consumer. Where is the Javernpaa
mentioned in his research that the Reputation of a company that sells a
product on line that affect trust, i.e. the perception form the reputation of
sites or stores that sell products and services on line, but not the reputation
that leads to a product or brand.
Li and Zhang (2002: 509) that the consumer will have the
confidence to shop online, in case of previous experience has a good
experience, and consumers that shopping on line has a good reputation.
Afzal (2011: 46) reveals if a buyer assumes that brand as worthy,
he also trusts that brand and make buying decisions. But if that brand does
not meet customer needs and doesn‟t have good value then she may not
trust it and won't buy it.
2. Customer (Perceived) Value with the Consumer’s Trust
Suliyanto (2012: 3) says that „customer perceived value plays
important role in building costumer confidence, trust on brands.
Moorman (1993) who said the trust will increase if the perception
of the value of the product in the eyes of customers. Or it can be said there
is a positive relationship between the Perceived Value to the Consumers '
Trust.
Research by Javernpaa, Tractinsky and Vitale (2000: 46) also says
that's consumer's Trust in online shoppingperceptions of how the attributes
36
are reflected from the online site as well as from the clarity of information
that make up the perception of the consumer. Where is the Javernpaa
mentioned in his research that the Perceived value that influences the trust
emphasized on Perceived Size, i.e. the perception that form the site or
store that sells products and services on line, not related to the product or
brand.
3. Customer (Perceived) Value with the Customer Commitment
Suliyanto (19: 4) says ' the Consumer perception of value has a
positive influence to our customer commitment, (Chahal and Kumari,
2011). Resumed from the quote Li and Patric (2010), 'Quality and Values
influence satisfaction which in turn affects on our customer commitment.
Supported by Li (2010: 30) where he wrote that 'Perceived value
has a direct influence to customer's commitment'.
Lam Research (2004) Mohammed (2012; 117) found that
Customer Perceived Value has the effect of either directly or indirectly
(through satisfaction) of consumer behavior in the loyalty, including
commitment to customers.
Jeff Hess and John Story( 2005:314) says thatCommitment is a
fundamental and powerful concept that can only be fully understood and
applied if decomposed into its major dimensions.
37
4. Brand Reputation with the Customer’s Commitment
In the beginning of the study results Anderson (1994) cited by
Pinson (2012, 62) found that “Brand Reputation was found positively
correlate with customer commitment”.
Past research conducted by Grounros (2005: 127) shows the results
of that relationship and the high attachment between consumers with on
line shopping, determined by the presence of a good reputation, from the
shop on line, as well as of goods traded in the on line.
Ogba and further Than (2007: 5) cites the research of Lacey, et al
(2006) “customer commitment should be measured from the point of view
that customer can express emotional feelings and desire to maintain a
relationship with a brand as a result of deeper intrinsic factors like the
brand reputation from the customers perspective.”
5. Consumer’s trust with the Customer’s Commitment
Much research has revealed about how trust and commitment.
Very famous is the study of Morgan and Hunt (1994) in Chauduri and
Holbrrok (2001: 83), the results of his research found that ' brand trust
leads to brand loyalty or commitment because exchange creates the trust
relationship that is highly valued '.
Ching-Hsien, et al (2002, 6) of research results of Jian (2001),
'brand trust influence a customer's attitude for brand, and will have
positive influenced for the commitment' and the research results of Arjun
38
and Morris (2001), 'research proof that brand trust has a positive effect to
the commitment of customer's form'.
Previously, Garbarino and Johnson (1999: 73) in support of what
has been done by Morgan and Hunt (1999): ' trust is precursor of
commitment, because commitment involves potential vulnerability and
sacrifice, it follows that people are unlikely to be commitment unless you
already established'.
The research of Li (2010: 30) conducted on the basis of return
research of Cacers and Paparoidamis (2007) revealed that from the results
of his research found that ' trust has significantly effect the commitment '.
The same was done by Casalo, et. Al. (2011: 202) taking the
hypothesis of the research results Farelly and Quester, (2003): greater
levels of trust improve the level of commitment to a given relationship,
and also results of Bauer (2002) related with the online shopping, which
States ' Trust has a positive influence on its committed to the relationship
with the website'.
C. Framework
Brand is the identity of a company who can tell the difference with
other companies. The identity that will be assessed by an external party in
this case the users of the products resulting from such companies, either
individual consumers, company or corporate. Brand is the identity of a
company who can tell the difference with other companies. The identity
39
that will be assessed by an external party in this case the users of the
products resulting from such companies, either individual consumers,
company or corporate.
A positive or negative assessment will depend on the extent to
which companies give more value compared to the costs incurred by the
users of the resulting products of the company. This is called the
evaluation with the customer perceived value. A positive perceived value
depends on the extent to which the brand shows its reputation in this case
conformity between the quality product produced than sacrifice (price,
time, and effort) are issued to obtain these products. Likewise negative
assessments will appear if the brand does not represent the company to
meet the needs and wants as well as expectation from the user.
The reputation of the brand is rated positive will generate trust
among users (customers) to make deals or recurring giving a positive
assessment by encouraging other users to make a purchase.
Confidence will also give a positive impact to the level of
commitment (Commitment) users of the products and services produced
goods represented by brand (brand), a commitment is characterized by
several things, including the recurring purchases, promotion of other users
as well as a high loyalty of the use of the brand.
If the connection between the variable pattern is described based
on understanding of each variable so it can be seen the research model as
follows :
40
Image 2.1
Research model based on
Each Variable definition
Various earlier researches that illustrate the linkages between
variables based on the results of previous findings as outlined above can
be described in a research model as follows:
Customer (Perceived)
Value
Customer’s Commitment
Brand Reputation
Consumer’s Trust
Performanc
e
Intanible
Asset
Value
Perceived
Benefite
Integrity and
Reliability
Goodwill and
Willingness
Normative
Affective
Ching-Hsien, et.al (2002),
Pinson (2012)
Mohammad, (2012), Donney
&Connond (1997),
Jarvenpa &Tractinsky
(2000), Macintosh &Lockshin
(2001)
Gustafsson, Johnson dan Roos (2005) Walter, et.al
(2002, 6) berdasarkan
Gundlach, Achrol dan
Mentzer (1995), Al-
Abdi (2012)
Ching-Hsien, et.al
(2002), Mohamm
ad, (2012), Donney
&Connond (1997), Jarvenpa &Tractinsky (2000), Macintos
h &Lockshin
(2001)
41
Image 2.2
Research Model based on previous researchers
CCuussttoommeerr
((PPeerrcceeiivveedd))
VVaalluuee
CCuussttoommeerr’’ss
CCoommmmiittmmeenntt
BBrraanndd
RReeppuuttaattiioonn
CCoonnssuummeerr’’ss
TTrruusstt
Li and Patric (2010), Eukuru
and Matt (2008)
Morgan&Hunt (1994), Jian(2001),
Farrelly&Cuester(2003) Cacers&paparoidamis
(2007),
Anderson (1994), Lacey (2006), Caurana dan
Ewing (2010)
Sirdeshmukh, et.al (2002),
Carver and Scheier (1990)
Donney&Canon(2007
), Afzal, et.al(2011)
42
Based on both models above can be composed of an image frame
of research Linkages Grand Theory, Middle Range Theory, and Applied
Theory as seen in the following image:
Image 2.3
Framework
CONSUMER
TRUST ( )
Exchange integrity
Degree of confidence
Goodwill &Willingness
Feeling about satisfaction
Feeling about certainty
COSTUMER
COMMITMENT ( )
Customer retention
Repurchase
intention
Staying intention
Enduring attitude
Desire to particular
brand
Desire to maintain
membership
PERCEIVED
VALUE ( )
Total value
Total cost
Judgment quality
Monetary value
Trade off benefit
and cost
Service quality
Professionalism
Price fairness
BRAND
REPUTATION ( )
Company
performance
Rating in a
community
Consequence of a
collective measure
of truth worthiness
based on referrals
Forward benefit
43
D. Hypothesis
Of the association between the variables is the result of previous
research, as well as an overview of the framework of the research the
research hypothesis formed thought as follows:
H1 : There is a positive influence between the Customer (Perceived)
Value of the consumer Trust.
This hypothesis based on the notion of Customer (perceive) Value
expressed by Kottler (2012) that Customer (Perceived) Value is
difference between the evaluation of the prospects for all benefits
and all costs that offered. Added by Ziethmal (1988) in Li
(2012;23) that customer perceived value is the overall assessment
of the value to produce based on the perception that he received or
what has been accepted by the customer.
H2 : There is a positive influence between Brand Reputation against
consumer's Trust.
This hypothesis based on the result of Bromley (1993). Davies and
miles, 1983 in Pinson (2012;23) they said that the entire reputation
of feelings and opinions submitted by stakeholders outside the
company. Then they said that reputation is a brand that can be
judge by consumers based on opinions, expectations and his
beliefs.
44
H3 : There is a positive influence either directly or indirectly
between the Customer (Perceived) Value of the customer's
Commitment.
Kotler (2012) customer perceived value is the difference between
the evaluation of the prospects for all benefits and all costs that are
on offer and other alternatives considered.
Afzal (2011;49) reveals, if the buyer assumes that the brand
deserves, than he believe in brand and will make a purchase, so if
the consumer believes that goods sold are fulfilling needs and have
good grades, then the consumer will believe and will make a
purchase.
H4 : There is a positive influence either directly or indirectly
between the Brand Reputation of the customer's Commitment.
This hypothesis based on the result of research of Anderson (1994)
cited by Pinson (2012;62) that Brand Reputation was positively
correlate with customer found commitment, furthermore the results
of research conducted by Grounros (2005;127) shows the results of
the relationship and the high attachment between consumers with
online shopping, determined by the presence of a good reputation,
of the online shopping, as well as goods traded in online.
H5 : There is a positive influence between the customer's
Commitment against the Trust's consumer's
45
Morgan and Hunt (1994) found that brand trust leds brand loyalty
or commitment, because exchange creates trust relationship that are
highly valued. Gounros (2005:127) Kumar (1995), Sarkar (1998)
and Hakansson (1982) prove the existence of a strong link between
trust and commitment of customers in various sectors of goods and
services.
Based on the results of the above study shows that there is a close
relationship between consumer trust with customer commitment, so as to
strengthen the taking of this hypothesis.
E. Statistically Hypothesis
I.
1.
H0 : = 0 There is no direct effect between Consumer
(Perceived) Value to Consumer Trust
H1 : ≠ 0 There is correlation between Consumer
(Perceived) Value to Consumer Trust
2.
H0 : = 0 There is no direct correlation between Brand
Reputation to
Consumer Trust
46
H1 : ≠ 0 There is any correlation between Brand
Reputation to
Customer Trust
3. ρ
H0 : , = 0
H1 : , ≠ 0
II.
1.
H0 : b3 = 0 There is no correlation between Consumer
(Perceived) Value
to Customer Commitment
H1 :b3 ≠ 0 There is any relation between Consumer
(Perceived) Value
to Customer Commitment
2.
H0 : b4 = 0 There is no Indirect effect between Customer
(Perceived)
Value to Customer Commitment
H1 : b4 ≠ 0 There is any indirect effect between Customer
(Perceived)
Value to Customer Commitment
47
3.
H0 : b5 = 0 There is no indirect effect between Consumer
Trust to
Customer Commitment
H1 : b5 ≠ 0 There is any indirect effect between Consumer
Trust to
Customer Commitment
4.
H0 :
H1 :
48
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of The Research
The approach used in this study was concentrated in management science
approach in the field of marketing management, more specifically related to the
fields of Consumer Behavior, associated with the consumers trust and the
customers commitment as well as the Brand, associated with the Brand
Reputation and Perceived Value that is accepted by consumers, online shopping
industry that can be accessed by consumers who are domiciled in the territory of
South Tangerang, which are Bintaro, Ciputat, and BSD. This population known as
Jakarta sub-district Jakarta. Many housing build in those areas. Most of them who
live in this area are office workers, went home early in the evening, so they did
not have much time to go shopping, so most of them choose online shopping as
alternative. This phenomenon makes researcher wants to examine the users of
Tokobagus.com on those areas.
In this study measured is the perception of consumers who have ever
bought online at least 2 times, associated Perceived Value, Brand Reputation,
Consumers ' trust and commitment on the Consumers of products and stores
online that are provided by the local websites, where consumers domiciled in
South Tangerang, especially in Bintaro, Ciputat, and BSD area, who are explained
49
how descriptive variable entanglement with the characteristic shops and online
products are provided by sites in the country.
By looking at the purpose of this study, which measures the level of
influence of several independent variables (customer perceived value and brand
reputation) of the dependent variable (customers ' commitment), which also has
one intervening variables, i.e. the consumers ' trust, then data analysis method
used in this research is path analysis method.
B. Population and Sampling Method
1. Population
A population is a group of individuals or objects of research that
have the characteristics that have been defined and the characteristics of
the equation. (Cooper, 2005).
The population in this research is consumers who ever shopping
online in Tokobagus.com at least twice at the shop online locally within
the year 2012, and is domiciled inBintaro, Ciputat, and BSD.
Members of the population, according to the AFP (2012), the
number of online shoppers all around Indonesia amounted to 12 million
people, about 60% had shopped at least twice on the site on-line, where
34% of whom live in areas of Jakarta - Tangerang. Ranged from 12 – 65
years old with varieties of background jobs, ranging from school children,
housewives to employees at the company.
50
2. Sample
According to Sugiono (2009 : 81) sample is a member of the
selected population using a specific procedure that is expected to represent
its population. In this study, the sample use is consumers who ever
shopping online in Tokobagus.com at least twice and domiciled in Bintaro,
Ciputat, and BSD.
In this research using convenience sampling method. According to
Hasyim and Rina (2009: 77) this retrieval method if the population does
not know the amount, so that researchers can take a sample based on the
ease of obtaining level and comfort in selecting a sample. In development
of this study, researcher use 60 respondens.
C. Data Resource and Collecting Data Method
1. Primary Data
Primary Data is data that directly taken on location or field (from
the source), or original data and still requires further analysis. Primary
Data obtained through a questionnaire distributed to the research object
(source). Questionnaire data collection technique is done by giving a set of
questions or written statement presented the indicator research to the
respondent. Besides this a questionnaire is suitable when the number of
respondents
Primary Data in this research is the data that is retrieved directly
from the respondent in the form of an answer or response to the research
51
questions and statements in the questionnaire. Respondents were asked to
fill out a questionnaire on the answer sheet provided, answer sheet the
questionnaires collected, selected, processed, and analyzed.
2. Secondary Data
Secondary Data is data that is obtained indirectly through the
media middleman. Secondary Data used in this study come from a variety
of sources that may be available such as journals, books, thesis earlier, and
internet media with regard to the topic of research to find and collect a
variety of reading materials and explore the existing theory.
D. Analysis Data Method
1. Validity and Reliability Test
a. Validity Test
Validity of the test used to measure valid or invalid a
questionnaire. A questionnaire is said to be valid if the questions
on the questionnaire were able to reveal something that can be
measured by the questionnaire (Ghozali 2006: 49).
The validity of a test is done by comparing the value of
ʳ calculated with ʳ table for the degree of freedom (df) = n – 2, in
this case, n is the number of samples. 30-2 = 28 and alpha = 0.05
obtained ʳ table 0,361. If ʳ is greater than the calculated ʳ table
then the grain question or otherwise valid indicators. However, if
52
the calculated ʳ of ʳ table then the grain question or otherwise
invalid indicator.
b. Reliability Test
Reliability is a tool used to measure a questionnaire which
is an indicator of the variable. A questionnaire was reliable if
respondent answers to a question are consistent or stable over time
(Ghazali, 2006: 45). Value of variable reliability expressed by
cronbach alpha coefficient. A variable declared reliable when
cronbach alpha coefficient > 0.60 when the variable is said to be
0.60 < not reliable (Ghozali, 2006: 46).
2. Path Analysis
In this research used to answer the problem formulation and testing
the hypotheses used Path Analysis.
According to Borhstendt (2005) analysis of path is an extension of
the regression model is used to analyze the relationships between variables
with the purpose to know the direct and indirect influences of the set of
free variables (exogenous) to the variable (endogenous).
According to Gozali (2011) path analysis is the use of regression
analysis to the relationship of causality between the variables predicted
that has ruled previously existing theory. Analysis of line alone cannot
determine a causal relationship and not used as a substitution for the
53
researchers to look at the relationship of causality between the variables.
The causality relationship between variables has been set up with a model
based on a theoretical basis. What can be done by path analysis is to
determine the pattern of the relationship between several variables and not
used to confirm the relationship.
The steps in the path analysis:
The first step in the analysis is draw a path in this research
analysis, as there has been in the research model in chapter two.
The second step after the drawn line, then the analysis does is
calculate correlation matrix between variables, where the formula for
calculating the coefficient correlation to search is to use the correlation
formula Product Moment, here:
∑
√{ ∑ (∑ { ∑
(
The third step is to calculate the correlation coefficient, identify the
substructure and similarity coefficient to calculated path. By testing the
significance of the coefficient, the t. Declared significant if the value of p
< 0.05.
After make sure that the relationship of each variable is significant,
then the next step is to calculate the magnitude influence of variables
exogenous to endogenous.
The value of the coefficient component paths can be seen from the
regression coefficients. The coefficient is calculated by making two
54
structural equations, i.e., the regression equations showing the
hypothesized relationships.
According to Ridwan and Engkos (2007: 2) the benefits of path
analysis are as follows :
a. An explanation of the phenomenon being studied or researched
problems
b. The prediction variable (Y) based on the value of the variable
(X) and predictions of path analysis are qualitative.
c. Determinant factors, namely the determination of the variable
(X) where the dominant influence of the related variable (Y)
d. Can be used to search for the mechanism (lines) the influence
of the free variable (X) against the associated variable (Y)
e. Testing the model using the trimming theory test reliability and
test both the development of new concepts.
Application of the method use to fix the trimming a path analysis
model by way of removing the exogenous variable path coefficients are
insignificant. Determination method of trimming on each substructure
formed, performed with the following steps:
a. Describe the path diagram, the diagram with the only
significant variable
b. Recalculate the coefficients of exogenous variables that track
after insignificant issued
c. Calculated and coefficient of residues
55
This analysis is used to determine the extent of the influence of
Consumer perceived value ( ) and Brand reputation ( ) to Consumer
commitment ( ) trough Consumer Trust ( ) either directly or indirectly
by use of the formula of equation models the two lines as follows:
Description:
: Consumer Trust
: Consumer Commitment
: Consumer (Perceived) Value
: Brand Reputation
: Standard Error
E. Multiple Linear Regression
Multiple linar regression analysis is to measure the magnitude of
the effect between two or more independent variables and to predict
dependent variable using the independent variable (Duwi Priyanto, 2012:
127).
56
From the counting with SPSS 20 gain the information and
explnation on the coefficient determination, F test, and T test to answer the
formulation of the problems. These are the following explanation that is
connecting to the problem above, that is :
a. The Coefficient of Determination Test ( )
According to Imam Ghozali (2006:202) the coefficient of
determination ( ) essentially measure how far the ability of
models to explain variation in the dependent variable. The
value determination of coefficient is between zero and one.
The is small means the ability of independent variables in
explaining variations in the dependent variableis very limited.
Value close to one baret the independent variables provide
almost all the information needed to predict the variation of
dependent variable.
b. Simultaneous Test of F test
F test essentially indicates wheater all the independent
variabels or independent variables included in the model have
jointly influence on the dependent variable. The probability is
smaller than 0.05, then the result means that there are
significant effect of independent variables collectively againts
the dependent variable. Step to examine the hypothesis with F
test as follow (Ghazali, 2006:203) :
1) Determine Hypothesis
57
Perceived Value and Brand Reputation to Consumer
Trust
H0 : , = 0, there is no significant influence
simultaneously among variable of perceived value and
brand reputation to consumer trust.
H1 : , ≠ 0, there is significant influence
simultaneously among variable of perceived value,
brand reputation to consumer trust.
Perceived Value, Brand Reputation, Consumer
Trust to Consumer Commmitment
H0 : , there is no significant influence
simultaneously among variable of perceived value,
brand reputation, consumer trust to consumer
commitment.
H1 : , there is significant influence
simultaneously among variable of perceived value,
brand reputation, consumer trust to consumer
commitment
2) Determinng level of significance
Criteria for testing the significance level is amount 5%
or α = 0.05
3) Determining the criteria acceptance and reject of Ho
58
If F test > F table, so Ho rejected and H1 accepted,
means independent variables simultaneously do not
have a significant influence to dependent variables.
c. Partial test of T – test
This research methode is used to partial test or t test aims to
determine how big the influence of each independet variable
(X) individually partially toward dependent variable (Y)
(Ghozali, 2006:88). T test method is as follows (two tail test) :
1) Determine Hypothesis
Perceived Value Hypothesis
H0 : = 0 There is no direct effect between Consumer
(Perceived) Value to Consumer Trust.
H1 : ≠ 0 There is correlation between Consumer
(Perceived) Value to Consumer Trust.
Brand Reputation Hypothesis
H0 : b4 = 0 There is no Indirect effect between
Customer (Perceived) Value to Customer Commitment
H1 : b4 ≠ 0 There is any indirect effect between
Customer (Perceived)
Value to Customer Commitment.
Consumer Trust Hypothesis
59
H0 : b5 = 0 There is no indirect effect between
Consumer Trust to
Customer Commitment.
H1 : b5 ≠ 0 There is any indirect effect between
Consumer Trust to
Customer Commitment.
2) Determining level of significance (Lind et al.,
2010:338). Criteria for testing the significance level is
amount 5% or α = 0.05, because used two tailed so α
valued devided 2 so 0.025.
3) Determining t table (Lind et al,.2010:338)
Distribute of t table searched on α = 5% with degree of
freedome (df) = n-k-1 (number of questionnair –
number of independent variable – 1).
4) Comparing value t test with value table
(Suhyardi,2009:90) if – t test< -t table it means Ho
rejected and H1 accepted, so independet variable
partially has significant influence toward dependent
variable.
If t test > + t table it means Ho rejected and Ha
accepted, so independent variable partially has
significant influence towaard dependent variable.
60
F. Measurement Scale of Variable
To find out how variable the Consumer (Perceived) Value, Brand
Reputation to consumer commitment through consumer trust in the use of
online shopping Tokobagus.com, then it can be measured using the likert
scale. Likert scale was used to measure attitudes, opinions, and perceptions
of a person or a group of people about a phenomenon. In performing the
measurement variables – variables that can be tested on any answers, it
will be given a score (sugiyono 2005: 86). Answers from each instrument
using the likert scale with gradations of very positive to very negative in
the form of the word – the Word as follows:
Table 3.1
Likert Scale Table
1 2 3 4
Strongly
Disagree Disagree Agree Strongly Agree
Furthermore, the data obtained from the questionnaire results will
be presented in the form of a table. The results in table form is analyzed
based on variable Consumer perceived value, brand reputation, consumer
trust, and consumer commitment against the use of an online shopping
service Tokobagus.com.
61
G. Operational Variable
1. Definition of Consumer Perceive Value ( )
According to Kotler (2012), the value of the thought of the
customer (Customer Perceived Value) is the difference between the
evaluation of the prospects for all benefits and all the costs that are on
offer and other alternatives considered. The evaluation process involves
the exchange of what is acceptable to consumers (customer total value,
service value, image value) and what was sacrificed (customer total cost,
the monetary cost and non-monetary cost includes the cost of time, energy
and mental). Seen from the side of the consumer, have a high value is a
major factor in the transaction of buying and selling (Hollbrook: 1994).
Kottler (2010.) in Suliyanto (2010: 2) adds that the Customer
Perceived Value can also be expectations from consumers of the products
or services that are expected to satisfy them. Added by the Ziethmal
(1988) in Li (2010: 23) expressed approval that the Customer Perceived
Value is the overall assessment of the value to products based on the
perception that he received or upon what has been accepted by the
consumer.
A little different from what is presented by Kottler, Ducoffe (1996)
in Dahlen, et. Al. (2009: 156), said that the Perceived value of Customer
as the value of the products or services received based on consumer
advertising of such products or services.
62
Mac Dougal and Levesque (2000) in Suliyanto (2009; 2), said that
the Perceived Customer Value will give a ' long-term benefit '. Because
customer perceived value increase consumer confidence on a particular
product, so it will encourage consumers to do the repetitive consumption
on these products, or enhancing a sense of attachment to a product or
brand that has perceived value is positive.
Various definitions of Customer Perceived Value cited by Li
(2010; 30-33) from different sources, Anderson (1993: 43) says that CPV
is related to the monetary units that are associated with that product.
Whereas Burtz and Goodstein (1996 : 122) says that CPV more leads to
emotional shape that is formed between customers with a certain brand,
because it considers the value of having a ' brand ' is more than other
brands in the similar products. While Moliner (2007: 27) says that the
Perceived Value to the Customer more experience after consuming, where
subjective judgment and therein including emotional reactions after
consuming a product or service. Monroe (1990: 13) says that the Customer
Perceived Value is a tradeoff ' from ' quality or benefit which is received
from a consumer product compared to the sacrifice of the issued price. The
theory of Customer Perceived Value is most often used in the study are
those of the Woodruff who says that Customer Perceived Value is the
overall evaluation of product attributes, attributes and performance
consequences received by the consumer after consuming the products and
benefit that gets compared to other products.
63
It is also delivered by Dahlen (2009: 156) that raised customer
perceived value in his research, where it is perceived that express their
customer measurement value can be viewed from any side or from one
side only, for example, perceived value received from the advertising of a
product, can even be restricted from one media advertisements only.
Because of the perception of the consumer receives an advertisement, may
cause an emotional attitude of consumers to the product being advertised.
According to Dahlen (2009: 156), Li (2010; 30-33), Monroe (1990:
13) the main of image perceived value are :
a. Value
b. Perceived Benefit
c. Performance
2. Definition of Brand Reputation ( )
Halliday and Kuenzel (2010: 38) in Pinson (2012: 3) outlines the
notion of reputation as: the collective representation of multiple
constituencies image of company, built up over time and based on
company's identity programs, its performance and how constituencies have
perceived its behavior. The unity of the community in view of the
assessment form and behavior towards companies, which are arrayed in a
long period of time, based on the programs and performance undertaken
by the company.
64
From above can be interpreted as meaning that the reputation of a
company represented by the performance of which was created by the
company which is reflected in the quality of the resulting products, as well
as other performance are perceived by consumers. This means bring the
better performance of the company improves the company's reputation
grew and vice versa, the ugly performance of the company's consumer
increasingly negative perceptions which means reducing the company's
reputation in the eyes of consumers.
Brand reputation is often associated as the credibility of the
companies that are perceived by consumers (Herbig, 1993, Hyde, 2005 in
Casalo, 2011: 201). Aside from the external side, the reputation of a brand
can be seen from the internal side, where in his article, Pinson (2012: 25)
reveals ' CEOs views reputation as an intangibles assets that provide a firm
with greater confidence among stakeholders, better positioning in the
marketplace and associated with superior performance compared to other
brands in the same product category ' (deChertnatony, 1999) Ceos looked
at the reputation as an invisible treasure that give confidence to
stakeholders, a better position on the market, and can provide better
performance than other brands of the same product.
Confirmed also mention by Dahlen, et. Al. (2009: 157) that brand
reputation is an asset that will give the company an advantage, which will
create goodwill from consumers based on experience from previous
purchases. It is believed that the brand that has a good reputation will ease
65
the process of purchase of the customer or consumer decision making in
purchasing (Chun,. 2005:33). In the contacts associated with the on line
shopping or e-commerce, Josang, et. Al., 2007 in Cassalo, (2011: 201)
explains, reputation can be consequences of a collective measure of
truthworthiness based on referrals or rating from members in a
community.
The good reputation of the company in the eyes of consumers will
give a positive impact to the company's performance as it allegedly by
Chun (2005) a good brand reputation stimulates purchase by simplifying
decision procedures for customers, a good brand reputation that will
stimulate the purchasing easier, in other words a good reputation doesn't
complicate the assessment of consumer products that it generates, because
consumers feel confident would be quality of the product that results from
companies that have a good reputation.
Correspondingly Deephouse (2000) and Siltaoja in Ker Tah Hsu
(2011) tells us that the executives viewed the company's reputation as an
important source that directs the company to consider corporate
competitive advantage Executive reputation as the critical intangible
resources that leads to competitor advantage. The explanation above was
added by Herbig and Milewicz (1995) cited Dahlen, et. Al. (2009: 157) a
backward-looking asset with forward looking, the goodwill benefit
consumers ascribe to a brand based on their previous encounters with it.
Reputation is an invisible asset but provide a real advantage, because
66
consumers who either provide an assessment based on what they see and
feel.
According to Halliday and Kuenzel (2010: 38 ) in Pinson (2012:
3), Pinson (2012: 25), (Chun,. 2005:33) above, the main of brand
reputation are :
a. Performance :
b. Intengible Asset
3. Definition of Consumer Trust ( )
According to Morgan and Hunt (1999:203), the Trust is defined as
the level of integrity, honesty and competence of one party against the
other party, confidence on exchange partner's reliability and integrity.
Trust usually viewed as a critical element of being able to keep the
relationship in the future, in this case the customer relationships with
service providers. Then Morgan and Hunts (1994: 23) in Helen wong et al.
(2012) gives the sense of out Trust when one party has confidence in an
exchange partner is reliability and integrity, trust arises if someone feel
confident against the other party in terms of reliabilities and integrity.
Thus the trust arises if a person or a company able to show something
good sake that can convince someone to be his ability and integrity.
Trusts can also be interpreted as a goodwill and willingness "from
consumers to take risks, to which goodwill is built from previous
experience, and Trust is the expectation of a positive outcome, expressed
67
by Deutsch (1979) in Afzal, et. Al. (2011: 45). While the willingness is the
desire of consumers to face the risks, that may be associated with receipt
of the brand that will be consumed, (lau and Lee, 1999, in the Suliyanto
2011: 2).
In his research, Ching-Hsien, et. Al. (2002: 2) says that will happen
because the trust's consumer's initiative themselves to further believe with
what is offered by a brand. Where the trust would reduce the sense of
uncertainty, not only because consumers know that the brand deserves to
be trusted, but reliable, secure and honest in expressing the contents of
products that are sold, as quoted from Arnjun and Morris (2001). In fact
added by Doney and Cannon (1997) 's consumer's Trust can be created and
built through the consumer experience in doing such consumption
activities, starting from the process of introduction to the brand.
While Helen Wong (2012:67) outlines that a trustworthy party is
one that is considered reliable and has high level of integrity and the
associated qualities, belief is a considered a high reliability and integrity
with regard to quality.
Morgan and Hunt (1994:132) cited by Chaudhuri and Holbrook
(2001: 82) gives the sense of trust as the willingness of the average
consumer to rely on the ability of the brand to perform its stated function,
the desire for the average consumer to the ability shown by the brand or
company.
68
According to Morgan and Hunt (1994:132) cited by Chaudhuri and
Holbrook (2001: 82), Helen Wong (2012:67), Ching-Hsien, et. Al. (2002:
2), Afzal, et. Al. (2011: 45), above, the main of consumer trust are :
a. Integrity and reliability
b. Goodwill and willingness
4. Definition of Customer Commitment ( )
Meanwhile Grun et al. (2000: 83) in Tim Jones (2007: 17) shared a
commitment within 3 (three) types, namely:
1. Affective Commitment as the degree to which a customer is
psychologically bonded to the service organization on the basis
of how favorable the consumer feels about the organization
2. Normative Commitment as the degree to which a customer is
psychologically bonded to the organization on the basis of
his/her sense of obligation to the organization Normative
Commitment as the degree to which a customer is
psychologically bonded to the organization on the basis of
his/her sense of obligation to the organization
3. Continuance commitment as the degree to which a customer is
psychologically bonded to perceive cost associated with
terminating the relationship
According to Meanwhile Grun et al. (2000: 83) in Tim Jones
(2007: 17)above, the main of consumer trust are:
69
a. Affective Commitment
b. Normative commitment
H. Table Operational Variable
Table 3.2
Operational Variable
VARIABLE DIMENTION INDICATORS SCALE
Customer
Perceived value
( )
Value
1. Customer total value
2. Customer total cost
3. Customer‟s overall judgment of
quality
4. Monetary value
Interval
Perceived Benefit
5. Tradeoff between benefit and
cost
6. Service quality
7. Professionalism
8. Price fairness
Interval
VARIABLE DIMENTION INDICATORS SCALE
Brand
Reputation
( )
Performance
1. Company‟s Performance)
2. Rating from members in a
community
Interval
Intangible assets
3. Consequences of a collective
measure of truth worthiness
based on referrals
4. Forward looking benefit
Interval
Customer trust
Integrity and
reliability
1. The exchange of Partner‟s
Integrity
2. The degree of Confidence
Interval
70
( )
Goodwill and
willingness
3. Goodwill and willingness of
customers to rely on abilities
company
4. Feeling about satisfaction
5. Feeling about the certainty
Interval
Customer
commitment
( )
Affective
Commitment
1. Customer retention
2. Repurchase intention
3. Staying intention
4. Enduring attitude
Interval
Normative
commitment
5. Desire to particular brand
6. Desire to maintain membership Interval
71
CHAPTER IV
ANALYSIS AND DISCUSSION
A. Overview of ResearchObject
1. What is Tokobagus.com ?
Tokobagus.com is the largest online trading center in Indonesia.
The place to find new and used quality goods like cheap mobile phone
products, computers, fashion, used cars, motorcycles, homes and property,
household appliances, services and jobs. For the sellers, advertise for free
is one of the services provided by Tokobagus.com. Your ad will be seen
by hundreds of thousands of people every day. Transact in Tokobagus,
both selling and buying is all provided free of charge.
2. Short History
Tokobagus.com was foundedon June 9, 2005 by Arnold Sebastian
Egg and RemcoLupkerwhicharetwo youth origin camefrom Netherlands.
Arnold, who was on a holiday in Bali got the idea after seeing the rapid
development of e-commerce sites in the United state, the amazon.com.
Judging from the geographical of Indonesia, which consists of numerous
islands, with a population that is very large, then comes an idea for making
site Tokobagus.com.
72
Tokobagus.com started the concept of selling online media in
Indonesia are resilient. By using the promotion on local TV channels,
radio, and stickers-stickers are distributed, TokoBagus.com has now
become the media buying and selling online is a very well-known and
trusted in Indonesia. With his promotion, which now includes national and
regional TV TokoBagus.com have become the solution for sellers who do
not have land or trade buyers online.TokoBagus.com has offices i.e. PT.
TokoBagus.com headquartered in Denpasar, Bali. First promos focused
only on Bali and surrounding areas only, but nowadays they are often
doing promos outside the city that are often held on festival or exhibition.
With 40 categories ranging from musical instruments, children and
infants, to book a car, motor, property and others, TokoBagus.com is
already a site selling online media. Imagine there are 40,000 more stuff in
the post only on categories of children and babies, and that will be
growing every minute of it.
With features that are constantly updated and improved, there is no
doubt that people who are behind the passing of TokoBagus.com are the
ones that are tough and unyielding resulting web/site of his presence and
influence in Indonesia. Not the same with other local sites that prefer
promoting their site online or by holding events and gatherings, the
TokoBagus.com already includes national TV, and that prove how
successful TokoBagus.com.
73
B. Analysis and Discussion
1. Validity Test
The validity of each itemquestioners can be seen on a table 4.1
Significant test is done by comparing the value of r calculation with r table
to calculate the degree of freedom (df) = n – 2, in this case, n is total of
sample.
Questioners consist of 46 questions divided into four main
variables, which are; Perceived Value ( ) with 16 number of questions.
Brand Reputation ( ) with 8 number of questions.Consumer Trust ( )
with 10number of question, and Consumer Commitment ( ) with 12
number of questions. Questioners has been distributed to 30 respondents to
testing the validity and reliability of the entire question.
Total samples (n) are = 30 and the amount of df can be calculated
30 – 2 = 28. With 28 and alpha 0.05, concluded 0.3610 (Ghozali,
2006:49).The results of item questions can be seen in table 4.1 below :
74
Table 4.1
Table of Validity Test
NO. OF
QUESTION
TABLE
VALUE
CALCULATED
VALUE STATUS
1 0,361 0,707 Valid
2 0,361 0,654 Valid
3 0,361 0,693 Valid
4 0,361 0,694 Valid
5 0,361 0,635 Valid
6 0,361 0,740 Valid
7 0,361 0,349 Not
8 0,361 0,284 Not
9 0,361 0,654 Valid
10 0,361 0,669 Valid
11 0,361 0,689 Valid
12 0,361 0,621 Valid
13 0,361 0,520 Valid
14 0,361 0,461 Valid
15 0,361 0,713 Valid
16 0,361 0,739 Valid
17 0,361 0,656 Valid
18 0,361 0,528 Valid
19 0,361 0,379 Valid
20 0,361 0,202 Not
21 0,361 0,444 Valid
75
NO. OF
QUESTION
TABLE
VALUE
CALCULATED
VALUE STATUS
22 0,361 0,666 Valid
23 0,361 0,538 Valid
24 0,361 0,631 Valid
25 0,361 0,732 Valid
26 0,361 0,667 Valid
27 0,361 0,801 Valid
28 0,361 0,738 Valid
29 0,361 0,674 Valid
30 0,361 0,783 Valid
31 0,361 0,857 Valid
32 0,361 0,749 Valid
33 0,361 0,627 Valid
34 0,361 0,675 Valid
35 0,361 0,754 Valid
36 0,361 0,694 Valid
37 0,361 0,659 Valid
38 0,361 0,716 Valid
39 0,361 0,776 Valid
40 0,361 0,587 Valid
41 0,361 0,659 Valid
42 0,361 0,606 Valid
43 0,361 0,536 Valid
44 0,361 0,465 Valid
76
NO. OF
QUESTION
TABLE
VALUE
CALCULATED
VALUE STATUS
45 0,361 0,635 Valid
46 0,361 0,694 Valid
There are 3 items question not valid, which are item number: 7,8,
and 20 which is excluded for the next analysis. The rest there are 43
questioners are valid
2. Reliability Test
Reliability test is a way to measure a questionnaire which is an
indicator of variable or invalid constructs. A questionnaire is said to be
reliable if the answer to the questions are consistent or stable over time
(Ghozali 2006: 45). An invalid constructs or variables are said to be
reliable if it provides valuecronbach alpha > 0.60 (Ghozali 2006:46).
Table 4.2
RELIABILITY STATISTIC
Cronbach's Alpha N of Items
.965 46
From table 4.2, the output from SPSS above, noted that the
variable has a cronbach alpha of 0.965. So, it can be inferred that all
variables used in this study is reliable.
77
C. Finding Research
1. Characteristics and Data Respondent
The respondents in this study are consumer users online shopping
Tokobagus.com, a company based in Bintaro, Ciputat, and BSD. The
research object was chosen because the area is a sub district of Jakarta
which is largely a residential dwelling and its inhabitants work in the city
of Jakarta.
The questionnaire was distributed in as many as 60 directly on
respondents through the help of the Internet. Here is the presentation of the
results of the data of the respondents.
Table 4.3
Profile respondents Based on Gender
NO GENDER FREQUENCY PERCENTAGE
1 Man 32 53,33 %
2 Woman 28 46,67 %
TOTAL 60 100 %
Source: Primary data are processed
Based on the research, the results of 60 respondents seen in table
4.3.that 32 (53.33%) respondents were men and 28 women (46,67%)
respondents. So the total overall respondents is 60 (100%) of the
respondents.
78
Table 4.4
Profile Respondent Based on Profession
NO PROFESSION FREQUENCY PERCENTAGE
1 Students 43 71,67 %
2 Private Employee 9 15 %
3 Entrepreneur 4 6,67 %
4 Household 3 5 %
5 Civil Servant 1 1,67 %
TOTAL 60 100 %
Source: Primary data are processed
Based on the research results of 60 respondents, in table 4.4 that 43
(71,67%) of the respondents work as a student, 9 (15%) of the respondents
made their living as private employees, 4 (6,67%) respondents profession
as self-employed, 3 (5%) of the respondents made their living as the
mother of the household, and the remaining 1 (1.67%), as civil servants.
So the total overall respondents is 60 (100%) of the respondents.
From the response of questionnaires distributed to 60respondents
in Jakarta, the following facts are revealed:
79
2. Descriptive Analysis
a. Customer (Perceived) Value
1) Customer Total Value
Table 4.5 Frequency of the Answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 8 13.3 13.3 16.7
3 24 40.0 40.0 56.7
4 26 43.3 43.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
Based on the results from table 4.5 above, noted that 2 or (3.3%)
respondents answer strongly disagree (1), 8 (13.3%) respondents answered
disagree (2), 24 (40.0%) respondents answered agree (3), and 26(43.3%)
of the respondents answered strongly agree (4). Then it can be inferred that
the majority of respondents expressed very much agree that trade in
Tokobagus.com can save the consumer time.
Table 4.6
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 6 10.0 10.0 13.3
3 21 35.0 35.0 48.3
4 31 51.7 51.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
80
Results from table 4.6 above, note that 2 (3,3%) respondents answer
strongly disagree (1), 6 (10%) respondents answered disagree (2), 21
(35,0%) respondents answered agree (3), and 31 (51,7%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents expressed very much agree that Tokobagus.com can save the
energy consumers in shopping and transacting.
2) Customer total cost
Table 4.7
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 6 10.0 10.0 10.0
2 24 40.0 40.0 50.0
3 24 40.0 40.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
Results from table 2.9 above, noted that the 6 (10%) respondents answer
strongly disagree (1), 24 (40%) the respondents answer disagree (2), 24
(40%) respondents answered agree (3) and 6(10%) respondents answered
strongly agree (4). It can be concluded that most of the respondents
declared do not agree and others agree that when shopping for
Tokobagus.com consumers get cheaper rates.
Table 4.8
Frequency of the answer Frequency Percent Valid Percent Cumulative Percent
Valid
2 20 33.3 33.3 33.3
3 29 48.3 48.3 81.7
4 11 18.3 18.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
81
Results from table 4.8 above, note that the 20 (33.3%) respondents
answered disagree (2), 29 (48.3%) respondents answered agree (3), and 11
(18.3%) respondents answered strongly agree (4). Then it can be inferred
that the majority of respondents agree that shopping at Tokobagus.com can
save a lot of costs.
3) Customer overall judgment of quality
Table 4.9
Frequency of the answer Frequency Percent Valid Percent Cumulative Percent
Valid
1 8 13.3 13.3 13.3
2 18 30.0 30.0 43.3
3 28 46.7 46.7 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.9 above, note that the 8 (13.3%) respondents
answer strongly disagree (1), 18 (30.3%) respondents answered disagree
(2), 28(46.7%) respondents answered agree (3) and 6(10%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that Tokobagus.com has quality guaranteed seller.
Table 4.10
Frequency of the answer Frequency Percent Valid Percent Cumulative Percent
Valid
1 4 6.7 6.7 6.7
2 19 31.7 31.7 38.3
3 34 56.7 56.7 95.0
4 3 5.0 5.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
82
The results of table 4.10 above, note that the 4(6.7%) were respondent
answer strongly disagree (1), 19 (31.7%) respondents answered disagree
(2), 34 (56.7%) respondents answered agree (3), and 3 (5%) the
respondents answered strongly agree (4). Then it can be inferred that the
majority of respondents agree that Tokobagus.com has the overall quality
is satisfactory.
4) Monetary Value
Table 4.11
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 25 41.7 41.7 43.3
3 29 48.3 48.3 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
Table 4.11 results from above, note that the 1(1.7%) respondent answer
strongly disagree (1) disagree 25 (41.7%) respondents answered (2), 29
(48.3%) respondents answered agree (3), and 5 (8.3%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that by shopping at Tokobagus.com consumers can set
aside a portion of their spending money.
Table 4.12
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 3 5.0 5.0 5.0
2 24 40.0 40.0 45.0
3 25 41.7 41.7 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
83
From the results of the table 4.12 above, note that 3(5%) of the respondents
answer strongly disagree (1), 24(40%) the respondents answer disagree (2),
25(41.7%) respondents answered agree (3), and 8 (13.3%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that consumers can save when shopping at
Tokobagus.com than they shop at the store.
5) Trade-off between benefit and cost
Table 4.13
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 23 38.3 38.3 41.7
3 31 51.7 51.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
The results of table 4.13 above, note that 2 (3.3%) respondents answer
strongly disagree (1), 23(38.3%) respondents answered disagree (2),
31(51.7%) respondents answered agree (3), and 4(6.7%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that shopping at Tokobagus.com is not only profitable
but also cheap.
84
Table 4.14
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 5 8.3 8.3 8.3
2 23 38.3 38.3 46.7
3 25 41.7 41.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
The results of table 4.14 above, noted that 5(8.3%) of the respondents
answer strongly disagree (1), 23(38.3%) respondents answered disagree (2),
25(41.7%) respondents answered agree (3), and 7(11.7%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that the shopping in Tokobagus.com member benefits and
save on expenses.
6) Service Quality
Table 4.15
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 9 15.0 15.0 16.7
3 34 56.7 56.7 73.3
4 16 26.7 26.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.15 above, note that the 1(1.7%) respondent answer
strongly disagree (1), 9(15%) the respondents answer disagree (2),
34(56.7%) respondents answered agree (3), and 16 (26.7%) respondents
answered strongly agree (4). Then it can be inferred that the majority of
85
respondents agree that the service provided isTokobagus.com very easy
buying and selling.
Table 4.16
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
2 3 5.0 5.0 5.0
3 21 35.0 35.0 40.0
4 36 60.0 60.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.16 above, note that 2 (5%) respondents answered
disagree (2), 21(35%) respondents answered agree (3), and 36 (60%)
respondents answered strongly agree (4). Then it can be inferred that the
majority of respondents expressed very much agree that Tokobagus.com is
very easy to access.
7) Professionalism
Table 4.17
Frequency of the answer
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 17 28.3 28.3 30.0
3 32 53.3 53.3 83.3
4 10 16.7 16.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.17 above, note that the 1(1.7%) respondent answer
strongly disagree (1), 17(28.3%) respondent replied to disagree (2),
32(53.3%) respondents answered agree (3), and 10 (16.7%) respondents
86
answered strongly agree (4). Then it can be concluded that the majority of
respondents agree that Tokobagus.com makes online shopping website with
a professional.
Table 4.18 VAR00014
Frequency Percent Valid Percent Cumulative Percent
Valid
1 3 5.0 5.0 5.0
2 31 51.7 51.7 56.7
3 22 36.7 36.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
Results from table 4.18 above, noted that 3 or 5% of the respondents
answer strongly disagree (1) 31or 51.7% respondents answered disagree,
(2), 22 or 36.7% respondents answered agree (3), and 4 or 6.7 %
respondents answered strongly agree (4). Then it can be concluded that the
majority of respondents declared not agree that all sellers in Tokobagus.com
can serve consumers with professional.
8) Price Fairness
Table 4.19 VAR00015
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 17 28.3 28.3 31.7
3 36 60.0 60.0 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
87
From the results table 4.19 noted that 2 or 3.3 % respondents answer
strongly disagree (1), 17 or 28.3% the respondent replied to disagree (2), 36
or 60 % respondents answered agree (3), and 5 or 8.3% respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that the prices of goods offered at Tokobagus.com
according to the quality of goods acquired.
Table 4.20 VAR00016
Frequency Percent Valid Percent Cumulative Percent
Valid
2 15 25.0 25.0 25.0
3 39 65.0 65.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.20 above, note that 15 or 25% respondents
answered disagree (2), 39 or 65% respondents answered agree (3) and 6 or
10% respondents answered strongly agree (4). Then it can be inferred that
the majority of respondents agree that the price I pay according to the
quality of the stuff I get if shopping at Tokobagus.com.
b. Brand Reputation
1) Company Performance
Table 4.21
Frequency Percent Valid Percent Cumulative Percent
1 1 1.7 1.7 1.7
2 20 33.3 33.3 35.0
3 33 55.0 55.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
88
From the results table 4.21 noted that the 1 or 1.7% respondent answers
strongly disagree (1), 20 or 33.3% respondents answered disagree (2), 33 or
55% respondents answered agree (3) and 6 or 10% respondents answered
strongly agree (4). Then it can be inferred that the majority of respondents
agree that Tokobagus.com is an online shopping site.
Table 4.22
Frequency Percent Valid Percent
Cumulative
Percent
1 7 11.7 11.7 11.7
2 24 40.0 40.0 51.7
3 19 31.7 31.7 83.3
4 10 16.7 16.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
Results from table 4.22 noted that the 7 or 11.7% respondents answer
strongly disagree (1), 24 or 40% the respondents answer disagree (2), 19 or
31.7% respondents answered agree (3), and 10 or 16.7% respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents declared not agree that Tokobagus.com is one of the online
shopping that can be trusted.
89
2) Rating in a community
Table 4.23
Source: Primary data are processed 2013
From the results table 4.23 above, note that the 1 or 1,7% respondent answer
strongly disagree (1), 30 or 50,0% respondents answered disagree (2), 22 or
36,7% respondents answered agree (3), and 7 or 11,7% respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents declared not agree that Tokobagus.com is my choice online
shopping site.
Table 4.24
Weight Frequency Percent Valid Percent Cumulative Percent
1 3 5.0 5.0 5.0
2 21 35.0 35.0 40.0
3 29 48.3 48.3 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.24 noted that 3 or 5% of the respondents answer
strongly disagree (1), 21 or 35% respondents answered disagree (2), 29 or
48.3% respondents answered agree (3), and 7 or 11.7% respondents
answered strongly agree (4). Then it can be inferred that the majority of
Weight Frequency Percent Valid Percent Cumulative Percent
1 1 1.7 1.7 1.7
2 30 50.0 50.0 51.7
3 22 36.7 36.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
90
respondents agree that Tokobagus.com has a good Rating in the eyes of
consumers.
3) Consequence of a collective measure of truth worthiness based
on referrals
Table 4.25
Weight Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 18 30.0 30.0 33.3
3 32 53.3 53.3 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.25 noted that 2 or 3.3% respondents answer
strongly disagree (1), 18 or 30% respondents answered disagree (2), 32 or
53.3 % respondents answered agree (3), and 8 or 13.3 respondents answered
strongly agree (4). Then it can be inferred that the majority of respondents
agree that the purchased goods, according to pictures shown on the site
Tokobagus.com.
Table 4.26
Frequency Percent Valid Percent Cumulative
Percent
2 10 16.7 16.7 16.7
3 39 65.0 65.0 81.7
4 11 18.3 18.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
91
The results table 4.26 above, noted that 10 or 16.7% respondents answered
disagree (2), 39 or 65% respondents answered agree (3), and 11 or 18.3%
respondents answered strongly agree (4). Then it can be concluded that the
majority of respondents agree that Tokobagus.com already qualified the
feasibility of online shopping sites.
4) Forward Looking Benefit
Respondent answer about forward looking benefit
Table 4.27
VAR00023
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 7 11.7 11.7 11.7
3 35 58.3 58.3 70.0
4 18 30.0 30.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.27 above, note that the 7 or 11.7% respondents
answered disagree (2), 35 58.3%respondents answered agree (3), and 18 or
30 % respondents answered strongly agree (4). Then it can be inferred that
the majority of respondents agree that advertise products on
Tokobagus.com is useful for the next sale.
Table 4.28 VAR00024
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 12 20.0 20.0 23.3
3 27 45.0 45.0 68.3
4 19 31.7 31.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
92
From the results table 4.28 above, note that 2 or 3.3 % of respondents
answer strongly disagree (1), 12 or 20 % respondents answered disagree (2),
27 or 45% respondents answered agree (3), and 19 or 31.7% respondents
answered strongly agree (4). Then it can be inferred that the majority of
respondents agree that advertise products on Tokobagus.com is not useful
only for today, but in the future.
c. Consumer Trust
1) Exchange Integrity
Table 4.29 VAR00025
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 23 38.3 38.3 40.0
3 23 38.3 38.3 78.3
4 13 21.7 21.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.29 above, note that 1 or 1.7% respondent answer
strongly disagree (1), 23 respondents or 38.3% answered disagree (2), 23
or 38.3% respondents answered agree (3), and 13 or 21.7% of the
respondents answered strongly agree (4). It can be concluded that most of
the respondents declared not agree and partly agree that the
Tokobagus.com become recommendation site shop online.
93
Table 4.30
VAR00026
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 18 30.0 30.0 33.3
3 27 45.0 45.0 78.3
4 13 21.7 21.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.30 above, note that 2 or 3.3% respondents answer
strongly disagree (1), 18 or 30% respondents answered disagree (2), 27 or
45% respondents answered agree (3), and 13 or 21.7% of the respondents
answered strongly agree (4). It can be inferred that the majority of
respondents agree that consumers would recommend Tokobagus.com to a
friend-friends.
2) The degree of confidence
Table 4.31 VAR00027
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 22 36.7 36.7 40.0
3 28 46.7 46.7 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.31 above, note that 2 or 3.3% respondents answer
strongly disagree (1), 22 or 36.7 % respondents answered disagree (2), 28 or
46.7% respondents answered agree (3), and 8 or 13.3% respondents
answered strongly agree (4). Then it can be inferred that the majority of
94
respondents agree that consumers trust when shopping online at
Tokobagus.com.
Table 4.32
VAR00028
Frequency Percent Valid Percent Cumulative Percent
Valid
2 17 28.3 28.3 28.3
3 27 45.0 45.0 73.3
4 16 26.7 26.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the above results table 4.32, note that 17 or 28,3% respondents
answered disagree (2), 27 or 45,0% respondents answered agree (3), and 16
or 26,7% respondents answered strongly agree (4). Then it can be inferred
that the majority of respondents agree that Tokobagus.com is a trusted
online shopping site.
3) Goodwill and Willingness
Table 4.33 VAR00029
Frequency Percent Valid Percent Cumulative Percent
Valid
1 5 8.3 8.3 8.3
2 29 48.3 48.3 56.7
3 19 31.7 31.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.33 above, note that 5 or 8,3% of the respondents
answer strongly disagree (1), 29 or 48,3% respondents answered disagree
(2), 19 or 31,7% respondents answered agree (3), and 7 or 11,7%
respondents answered strongly agree (4). Then it can be inferred, the
95
majority of respondents declared not agree if they can trust completely to
Tokobagus.com.
Table 4.34 VAR00030
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 15 25.0 25.0 26.7
3 37 61.7 61.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.34 above, note that the 1 or 1,7% respondent answer
strongly disagree (1), 15 or 25,0% respondents answered disagree (2), 37 or
61,7% respondents answered agree (3), and 7 or 11,7% respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents agree to the reputation of the Tokobagus.com make sure every
time you shop at Tokobagus.com.
4) Feeling about satisfaction
Table 4.35 VAR00031
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 24 40.0 40.0 41.7
3 26 43.3 43.3 85.0
4 9 15.0 15.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.35 above, note that the 1 or 1,7% respondent
answer strongly disagree (1), 24 or 40,0% the respondents answer disagree
(2), 26 or 43,3% respondents answered agree (3), and 9 or 15,0%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree consumers always feel satisfied when
shopping at Tokobagus.com.
96
Table 4.36 VAR00032
Frequency Percent Valid Percent Cumulative Percent
Valid
2 13 21.7 21.7 21.7
3 35 58.3 58.3 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the table above, note that 4.36 13 or 21,7% respondents answered
disagree (2), 35 or 58,3% respondents answered agree (3), and 12 or
20,0% of the respondents answered strongly agree (4). Then it can be
inferred, the majority of respondents agree consumers were satisfied with
the ease of access being offered Tokobagus.com.
5) Feeling about the certainty
Table 4.37 VAR00033
Frequency Percent Valid Percent Cumulative Percent
Valid
1 3 5.0 5.0 5.0
2 23 38.3 38.3 43.3
3 27 45.0 45.0 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.37 above, note that 3 or 5,0% of the respondents
answer strongly disagree (1), 23 or 38,3% respondents answered disagree
(2), 27 or 45,0% respondents answered agree (3), and 7 or 11,7%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree to Tokobagus.com always gives clarity to
any sellers who market ads on Tokobagus.com
97
Table 4.38 VAR00034
Frequency Percent Valid Percent Cumulative Percent
Valid
1 4 6.7 6.7 6.7
2 31 51.7 51.7 58.3
3 21 35.0 35.0 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the above results table 4.38, note that 4 or 6,7% respondents answer
strongly disagree (1), 31 or 51,7% respondents answered disagree (2), 21 or
35,0% respondents answered agree (3), and 4 or 6,7% respondents answered
strongly agree (4). Then it can be inferred, the majority of respondents
declared not agree if the consumers never hesitate when shopping at
Tokobagus.com
d. Customer Commitment
1) Customer Retention
Table 4.39 VAR00035
Frequency Percent Valid Percent Cumulative Percent
Valid
1 4 6.7 6.7 6.7
2 14 23.3 23.3 30.0
3 30 50.0 50.0 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.39 above, note that the 4 or 6,7% respondent
answer strongly disagree (1), 14 or 23,3% respondents answered disagree
(2), 30 or 50% respondents answered agree (3), and 12 or 20% of the
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree Tokobagus.com is the online shopping that I
always remember.
98
Table 4.40 VAR00036
Frequency Percent Valid Percent Cumulative Percent
Valid
2 18 30.0 30.0 30.0
3 35 58.3 58.3 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the above results table 4.40, 18 or 30% respondents answered disagree
(2), 35 or 58,3% respondents answered agree (3), and 7 or 11,7 respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents agree to Tokobagus.com always leave a good impression.
2) Repurchase Intention
Table 4.41 VAR00037
Frequency Percent Valid Percent Cumulative Percent
Valid
1 6 10.0 10.0 10.0
2 28 46.7 46.7 56.7
3 22 36.7 36.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.41 above, note that the 6 or 10% respondent
answer strongly disagree (1), 28 or 46.7% respondents answering disagree
(2), 22 or 36.7% respondents answered agree (3), and 4 or 6.7%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents declared not agree if the respondent always
wanted to shop at Tokobagus.com.
Table 4.42 VAR00038
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 20 33.3 33.3 35.0
3 34 56.7 56.7 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
99
From the results table 4.42 above, note that the 1 or 1.7% respondent
answer strongly disagree (1), 20 or 33.3% respondents answered disagree
(2), 34 or 56.7% respondents answered agree (3), and 5 or 8.3%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree that the given service Tokobagus.com make
respondents will repeat shopping at Tokobagus.com.
3) Staying Intention
Table 4.43 VAR00039
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 15 25.0 25.0 28.3
3 31 51.7 51.7 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the above results table 4.43, note that 2 or 3.3% respondents answer
strongly disagree (1), 15 or 25.0% respondents answered disagree (2), 31
or 51.7% respondents answered agree (3), and 12 or 20% of the
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree that they would shop at the Tokobagus.com
again.
Table 4.44 VAR00040
Frequency Percent Valid Percent Cumulative Percent
Valid
1 12 20.0 20.0 20.0
2 26 43.3 43.3 63.3
3 18 30.0 30.0 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
100
From the results table 4.44 above, note that the 12 or 20% respondents
answer strongly disagree (1), 26 or 43.4% respondents answering disagree
(2), 18 or 30.0% respondents answered agree (3), and 4 or 6.7%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents declared not agree if the respondent will always
shop through Tokobagus.com.
4) Enduring Attitude
Table 4.45 VAR00041
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 23 38.3 38.3 40.0
3 32 53.3 53.3 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the results table 4.45 above, note that the 1 or 1.7% respondent
answer strongly disagree (1), 23 or 38.3% respondents answered disagree
(2), 32 or 53.3% respondents answered agree (3), and 4 or 6.7%
respondents answered strongly agree (4). Then it can be inferred, the
majority of respondents agree that Tokobagus.com can always maintain
the trust of consumers.
Table 4.46 VAR00042
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 3.3 3.3 3.3
2 25 41.7 41.7 45.0
3 30 50.0 50.0 95.0
4 3 5.0 5.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
101
From the results table 4.48 above, note that 2 or 3.3% respondents answer
strongly disagree (1), 25 or 41.7% respondents answered disagree (2), 30 or
50.0% respondents answered agree (3), and 3 or 5.0% the respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents agree that tokobagus.com will forever maintain consumer
confidence.
5) Desire to particular brand
Table 4.47
VAR00043
Frequency Percent Valid Percent Cumulative Percent
Valid
1 3 5.0 5.0 5.0
2 8 13.3 13.3 18.3
3 19 31.7 31.7 50.0
4 30 50.0 50.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the above results table 4.47, 3 or 5.0% respondents answer strongly
disagree (1), 8 or 13.3% respondents answered disagree (2), 19 or 31.7%
respondents answered agree (3), and 30 or 50.0% respondents answered
strongly agree (4). Then it can be inferred, the majority of respondents
expressed very much agree that responded will try to shop at other online
sites other than Tokobagus.com.
Table 4.48 VAR00044
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 1.7 1.7 1.7
2 11 18.3 18.3 20.0
3 18 30.0 30.0 50.0
4 30 50.0 50.0 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
102
From the results table 4.48 above, note that the 1or 1.7% respondent answer
strongly disagree (1), 11 or 18.3% respondents answered disagree (2), 18 or
30.0% respondents answered agree (3), and 30 or 50.0% respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents expressed very much agree that responded wished to purchase
goods through online shopping other than Tokobagus.com.
6) Desire to Maintain Membership
Table 4.49
VAR00045
Frequency Percent Valid Percent Cumulative Percent
Valid
1 5 8.3 8.3 8.3
2 31 51.7 51.7 60.0
3 22 36.7 36.7 96.7
4 2 3.3 3.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
From the table above, note that 4.49, 5 or 8.3% respondents answer
strongly disagree (1), 31 or 51.7% respondents answered disagree (2), 22
or 36.7% respondents answered agree (3), and 2 or 3.3% the respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents stated that the respondent does not agree will be a loyal
customer Tokobagus.com.
Table 4.50 VAR00046
Frequency Percent Valid Percent Cumulative Percent
Valid
1 6 10.0 10.0 10.0
2 31 51.7 51.7 61.7
3 21 35.0 35.0 96.7
4 2 3.3 3.3 100.0
Total 60 100.0 100.0
Source: Primary data are processed 2013
103
From the table above, note that the 4.50, 6 or 10.0% respondents answer
strongly disagree (1), 31 or 51.7% respondents answered disagree (2), 21
or 35.0% respondents answered agree (3), and 2 or 3.3% the respondents
answered strongly agree (4). Then it can be inferred, the majority of
respondents stated that the respondent does not agree will be a loyal
member of the Tokobagus.com.
D. Analysis
1. Path Analysis
Data that is processed in the analysis of the path is the result of a
questionnaire in the form of an ordinal scale has been changed into scale intervals
through MSI method (method of Successive Interval), where the results of the
MSI is contained in attachments.
a. Correlation Coefficient
Prior to the description of the calculation result correlational then
what assessment criteria defined ashere:According to Hasyim and Rina
(2009; 108) determination of correlation relations based on the following
criteria :
0,00 – 0,25 = The relationship is very weak (deemed absent)
> 0,25 – 0,5 = The relation is good
> 0,5 – 0,75 = The relation is strong
> 0,75 – 1 = The relation is very strong
104
For the determination of the significance of the relationship is
based on the following criteria:
= There is no relationship (correlation) between two significant
variables
= There is any relationship (correlation) between two significant
variables.
If the probabilities of 0.05 > then accepted declined (There
was no significant relationship between variables).If probabilities < 0,05
then declined accepted (There is any significant relationship
(correlation) between two variables).
1) Correlation between , to and to y2
Table 4.51
Results Calculation Of The Correlation Test
Correlations
x1 x2 y1 y2
x1
Pearson Correlation 1 .518** .533
** .560
**
Sig. (2-tailed) .000 .000 .000
N 60 60 60 60
x2
Pearson Correlation .518** 1 .479
** .413
**
Sig. (2-tailed) .000 .000 .001
N 60 60 60 60
y1
Pearson Correlation .533** .479
** 1 .666
**
Sig. (2-tailed) .000 .000 .000
N 60 60 60 60
y2
Pearson Correlation .560** .413
** .666
** 1
Sig. (2-tailed) .000 .001 .000
N 60 60 60 60
105
Calculation of results the first Structure on the table above shows
there is a significant relationship between the Perceived Value of variable
Consumer's Trust( sig < 0.05) with the value of the coefficient of
Correlation of 0.533, this value categorize in good relationship.
Furthermore the relationship between Brand Reputation variable with
consumer's Trust acquired a significant relationship(sig < 0.05) with a
value of 0.479 categories include a strong relationship. The value of this
relationship is smaller than the value of the relationship between
Consumer Perceived Value with the Consumer's Trust.
There is a significant relationship between the Perceived Value of
variable Consumer's Commitment(sig < 0.05) with the value of the
coefficient of Correlation of 0.560, this value categorize in good
relationship.Furthermore the relationship between Brand Reputation
variable with consumer's Commitment obtained a significant
relationship(sig < 0.05) with the value of the relationship categories
include 0.413 categorize in good relationship.
Third structure calculation result on the chart above indicates that
there were 4.53 relationships among variables were significantly
Consumer's Trust against Consumer Commitment(sig < 0.05) with the
value of the coefficient of Correlation of 0.666, this value includes the
good relationship category.
Recap of the results of the above calculation can be seen in the
table following 4.52 :
106
Table 4.52
Relationship Test between Each Variable
NO RELATION COEFFICIENT
CORRELATION CATEGORY PROBABILITY CONCLUSION
1
Consumer Perceived Value
( ) with Consumer Trust
( )
0.533 Strong 0.000 Significant
2
Brand Reputation ( )
with Consumer Trust ( )
0.479 Good 0.000 Significant
3
Consumer Perceived Value
( ) with Consumer
Commitment( )
0.560 Strong 0.00 Significant
4 Brand Reputation ( ) with
Consumer Commitment( ) 0.413 Good 0.000 Significant
5 Consumer Trust ( ) with
Consumer Commitment( ) 0.666 Strong 0.00 Significant
6
Consumer Perceived Value
( ) with Brand Reputation
( )
0.518 Strong 0.00 Significant
Based on the table of correlation between 4.52 looks that variable was
significant means changes to the free variable (dependent variables) will provide
changes to the bound variable (the independent variables) with varying levels of
correlation relations.
If the above correlation values in insert into the research design will be seen in the
picture below:
107
Figure 4.1
Correlation Value in the model
Based on the design above, seen that the strongest correlation is the
relationship between variables Consumer's Trust with Customer Commitment of
0.666, the categories include a strong correlation / tightly. That means changes to
the contribution of the customer Commitment is mainly caused by changes on
Consumer's Trust variable.
b. Hypothesis Test
1. Coefficient Determination ( )
a) Coefficient Determination Structure I
To see the influence variable Perceived Value ( ) dan Brand
reputation ( ) against consumer trust ( ) shown in summary tablebelow:
Consumer
Perceived
Value ( )
Brand
Reputation
( )
Consumer
Trust ( )
Consumer
Commitment
( )
0.533
0.479
0.666
0.560
0.413
108
Tabel 4.53
Coefficeint Determinant Structure I
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .583a .340 .317 .75560
a. Predictors: (Constant), x2, x1
In column R Square value obtained of 0.340, this figure shows the
magnitude of the influence variable Perceived Value andBrand
Reputationagainst Consumer‟s Trust. Ifthe number is multiplied by 100 as
follows :
KD = x 100% = 0.340 x 100% = 34%
It can be interpreted that the perceived value variables and brand
reputation in the combined influence of34%, and the rest (100% - 34% =
66%) the influence of other factors on the consumer trust.
Changes or variations on Customer Trust in the research data,
which is caused by a change or variation on Brand Reputation and
Customer Perceived value is equal to 34% and the rest, which amounted to
66% caused by the variation of variables other than both of these variables.
b) Coefficient Determination Structure II
109
To see the influence variable perceived value ( ), brand reputation
( ), and consumer trust ( ) against consumer commitment ( ) shown in
summary table, especially in R square below :
Table 4.54
Coefficient Determination Structure II
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .709a .502 .476 .62923
a. Predictors: (Constant), y1, x2, x1
In RSquareColum,retrieved value of 0.502 this figure shows the
magnitude of the influence of variablePerceived Value, Brand Reputation,
Consumer‟s Trust against Consumer‟s Commitment. If that number is
multiplied by 100 as follows:
KD = x 100% = 0.502 x 100% = 50.2%
It can be interpreted that the perceived value variables and brand
reputation in the combined influence of50.2%, and the rest (100% - 50.2%
= 49.8%) the influence of other factors on the consumer commitment.
Changes or variations in Consumer Commitment on this research
data, caused by changes or variations on Brand Reputation, Customer
Perceived value, and Trust is 50.2%. While the rest of 49.8%, which is
caused by a variation of another variable beyond the second these
variables.
110
2. F Test (Simulate Test)
a) Testing Equation Structure I
Table 4.55
F Test Structure I
ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1
Regression 16.781 2 8.391 14.696 .000b
Residual 32.543 57 .571
Total 49.324 59
a. Dependent Variable: y1
b. Predictors: (Constant), x2, x1
On a table variant analysis (ANOVA) showing test results F test is
used to test whether the variableperceived value ( ) andbrand reputation
( ) significant effect on theconsumer trust ( ) simultaneously. Testing
conducted with the hypothesis put forward by F test:
:Consumer Perceived value and brand reputationno effect simultaneously
does not give effect toagainstConsumer Trust
: Perceived value and brand reputation effect simultaneously will give
effect toagainst consumer trust, there is at least one independent
variable which gives the impact of changes to the dependent variable.
and :
If > so, declined and accepted
If < so, accepted and declined
111
From the results of the calculation, has obtainedIf score is
14.696. with a significant extent based 0,05 and = 2 = 57, so
the value of is3.13. Because the value of (14,696) > (
3.13) so, declined and accepted.
112
b) Testing Equation Structure II
Table 4.56
F Test Structure II
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 22.388 3 7.463 18.849 .000b
Residual 22.172 56 .396
Total 44.560 59
a. Dependent Variable: y2
b. Predictors: (Constant), y1, x2, x1
On a table variant analysis (ANOVA) showing test results F test is
used to test whether the variable perceived value ( ), brand reputation ( ),
consumer trust ( ) significantly to the influentialConsumer commitment
( ) simultaneously or collectively. Testing conducted with the hypothesis
put forward by F test :
: Perceived value, brand reputation, consumer trust has no effect
simultaneously effect simultaneously simultaneously does not give
effect to against consumer commitmentthe independent variable is not
giving effect to the dependent variable.
: Perceived value, brand reputation, consumer trust the simultaneous
effect effect simultaneously will give effect to the commitment
contained ofconsumer against at least one independent variable which
gives the impact of changes to the dependent variable
113
and :
If > so, declined and accepted
If < so, accepted and declined
From the results of the calculation, has obtainedIf score is
18,849. with a significant amount based on the standard of 0.05
and = 2 = 57, so the value of 2.76, because the value
of (18,849) > ( 2.76) so, declined and accepted
3. T Test (Parsial Test)
a) Parsial test structure I
Table 4.57
T test Structure I
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.954 .299 6.527 .000
x1 .412 .133 .390 3.098 .003
x2 .284 .129 .277 2.199 .032
a. Dependent Variable: y1
1) The influence of Consumer Perceived Value againstConsumer’s trust
: There is no influence between Consumer Perceived Value against
Customer‟s Trust
: There is the influence of Consumer Perceived Value against
Customer‟s Trust
114
If > so, declined and accepted
If < so, accepted and declined
From the results of the calculation, has obtained If score is
3.098, on a significant level< 0,05. To find the value of obtained from
valuedf = n -2 =60 - 2 = 58so, the value of on the standard of
significant 0,05is equal to2,001.
Because the value of (3,098) > ( 2,001) soConsumer
perceived value provide a significant influence toCostumers‟ trustThus it
can be concluded that declined and accepted.
It means that every changes in Consumer Trust caused by changes
of Consumer perceived value.
Moorman (1993) who said the trust will increase if the perception
of the value of the product in the eyes of customers. Or it can be said there
is a positive relationship between the Perceived Value to the Consumers '
Trust.
Research by Javernpaa, Tractinsky and Vitale (2000: 46) also says that's
consumer's Trust in online shoppingperceptions of how the attributes are
reflected from the online site as well as from the clarity of information that
make up the perception of the consumer. Where the Javernpaa is mentioned
in his research that the Perceived value that influences the trust emphasized
on Perceived Size
115
2) InfluenceBrand Reputation to Consumer’s trust
: There is no influence betweenBrand ReputationagainstCustomer’s
Trust
:There is the influence betweenBrand Reputationagainst Customer’s
Trust
If > so, declined and accepted
If < so, accepted and declined
From the results of the calculation, has obtained If score is
2,199, on a significant level< 0,05. To find the value of obtained from
valuedf = n -2 = 60 - 2 = 58, so, the score of in significant level 0,05
is equal to 2,001.
Because the score of (2,199) > ( 2,001) soBrand
Reputation give the significant influence toCosumer’s trustThus it can be
concluded that declined and accepted.
It means a change in theConsumer Trust caused by changes inBrand
Reputation.
From the test results the t test and F test above, then both variables
perceived customer value and brand reputation has a significant influence on
the Consumers trust. If the results of both of these equations are combined
into an equation that formed on the sub structure I, then it would be :
116
Table 4.58
Analyze influence perceived value and Brand Reputation to Consumer Trust
NO HYPOTHESIS PATH
COEFFICIENT
CONCLUTION
1 ≠ 0 = 0.390 3.098 2.001 Decline
2 ≠ 0 = 0.277 2.199 2.001 Decline
And the equation is formed :
Note : score for in the residue is obtained from 1 – R2
Linked between Brand Reputation with the consumer's Trust, reflected in
the research conducted by Donney and Cannon, (1997) in Cassalo, et. Al. (2011,
201) mentioned that ' the consumers who perceived the website who have a good
reputation are more likely trust the website. Here is revealed the existence of a
positive influence, in which consumers who are convinced good reputation of the
company or brand, will be more trusted sites offering goods with those brands.
Li and Zhang (2002: 509) that the consumer will have the confidence to
shop online, in case of previous experience has a good experience, and consumers
that shopping on line has a good reputation.
Afzal (2011: 46) reveals if a buyer assumes that brand as worthy, he also
trusts that brand and make buying decisions. But if that brand does not meet
customer needs and doesn‟t have good value then she may not trust it and won't
buy it.
117
b) Parcially test structure II
Table 4.59
T test for structure II
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) -.294 .330 -.892 .376
x1 .278 .120 .277 2.322 .024
x2 .027 .112 .027 .239 .812
y1 .480 .110 .505 4.352 .000
a. Dependent Variable: y2
1) Influence of Consumer Perceived Value of Consumer's commitment
: There is no influence between Consumer Perceived Value to the
customer's Commitment
: There is an influence of Consumer Perceived Value to the
customer's commitment
If > so, declined and accepted
If < so, accepted and declined
From the results of calculations, have been obtained If score
is 2.322, significantly< 0,05. To find out the score of , score get from
df = n - 3 = 60 - 3 = 57, so, the score of significantly 0,05 is 2,001.
118
Because the score of (2,322) > (2,001) so declined
and accepted. Thus it can be said that a Consumer perceived value gives
significant influence to the Consumer's Commitment.
Suliyanto (19: 4) says ' the Consumer perception of value has a
positive influence to our customer commitment, (Chahal and Kumari,
2011). Resumed from the quote Li and Patric (2010), 'Quality and Values
influence satisfactions which in turn affects on our customer commitment.
Supported by Li (2010: 30) where he wrote that 'Perceived value has a
direct influence to customer's commitment'.
Lam Research (2004) Mohammed (2012; 117) found that Customer
Perceived Value has the effect of either directly or indirectly (through
satisfaction) of consumer behavior in the loyalty, including commitment to
customers.
Jeff Hess and John Story( 2005:314) says thatCommitment is a
fundamental and powerful concept that can only be fully understood and
applied if decomposed into its major dimensions.
2) Testing the influence of Brand Reputation to Consumer's commitment
: There is no influence between the Brand Reputation of Customer
commitments
: There is the influence between the Brand Reputation of Customer
Commitment
If > so, declined and accepted
119
If < so, accepted and declined
Based on the calculated, If score is 0,230 significantly>
0,05. To find out the score of get from the score ofdf = n -3 = 60 - 3
= 57, so, the score of significantly 0,05 is 2,001.
Because the score of (0,239) ( 2,001)
so, Accepted declined
Thus it can be said thatBrand Reputation does not give a significant
influence to the Consumer's Commitment.
That means changes to the Brand Reputation has no significant
influence to the changes on Consumer's Commitment.
In the beginning of the study results Anderson (1994) cited by Pinson
(2012, 62) found that “Brand Reputation was found positively correlate with
customer commitment”.
Past research conducted by Grounros (2005: 127) shows the results of
that relationship and the high attachment between consumers with on line
shopping, determined by the presence of a good reputation, from the shop
on line, as well as of goods traded in the on line.
Ogba and further Than (2007: 5) cites the research of Lacey, et al
(2006) “customer commitment should be measured from the point of view
that customer can express emotional feelings and desire to maintain a
relationship with a brand as a result of deeper intrinsic factors like the brand
reputation from the customers perspective.”
120
From the latest research above, mentioned that Brand Reputation have
the significant influence between brand reputation to consumer
commitment, but the the result of research said that Brand Reputation does
not give a significant influence to the Consumer's Commitment. It may
happen because the researche have a different subject and different object,
so the result in one and another object or subject may different.
3) Testifying the Consumer’s Trust againts Consumer’s commitment
: There is no influence between Consumers trust of Customer
commitment
: There is the influence of Consumer trust of Customer
Commitment
If > so, declined and accepted
If < so, accepted and declined
Based on the calculation, have been obtained If score is
4,352significantly< 0,05. To find the score of get fromdf = n -3 = 60 -
3 = 57, so, the score of in significantly 0,05 is 2,001.
Because of the score of (4,352) > ( 2,001) so,
declined and accepted. It means Consumer's Trust provide a significant
influence to the consumer's Commitment.
121
Much research has revealed about how trust and commitment. Very
famous is the study of Morgan and Hunt (1994) in Chauduri and Holbrrok
(2001: 83), the results of his research found that ' brand trust leads to brand
loyalty or commitment because exchange creates the trust relationship that
is highly valued '.
Ching-Hsien, et al (2002, 6) of research results of Jian (2001), 'brand
trust influence a customer's attitude for brand, and will have positive
influenced for the commitment' and the research results of Arjun and Morris
(2001), 'research proof that brand trust has a positive effect to the
commitment of customer's form'.
Previously, Garbarino and Johnson (1999: 73) in support of what has
been done by Morgan and Hunt (1999): ' trust is precursor of commitment,
because commitment involves potential vulnerability and sacrifice, it
follows that people are unlikely to be commitment unless you already
established'.
The research of Li (2010: 30) conducted on the basis of return
research of Cacers and Paparoidamis (2007) revealed that from the results of
his research found that ' trust has significantly effect the commitment '.
The same was done by Casalo, et. Al. (2011: 202) taking the
hypothesis of the research results Farelly and Quester, (2003): greater levels
of trust improve the level of commitment to a given relationship, and also
results of Bauer (2002) related with the online shopping, which States '
122
Trust has a positive influence on its committed to the relationship with the
website'.
On the structure of equation II can be summarized as shown in the
table below :
Table 4.60
Analyze influence perceived value, Brand Reputation, Consumer
Trust to Consumer Commitment
NO HYPOTHESIS PATH
COEFFICIENT
CONCLUTION
1 ≠ 0 = 0.277 2.322 2.001 Decline
2 ≠ 0 = 0.027 0.239 2.001 accepted
3 ≠ 0 = 0.505 4.352 2.001 Decline
From the above analysis results look that brand Reputation is not
giving effect to the consumer's commitment, for it would do trimming by
eliminating the Brand Reputation (x 2) from this equation.
The t-test results from the trimming of data processing.
Tabel 4.61
T-test after trimming
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) -.285 .324 -.877 .384
x1 .288 .111 .287 2.595 .012
y1 .487 .105 .513 4.641 .000
a. Dependent Variable: y2
123
Shows good results after trimming Perceived value and Consumer's value trust
provide significant < 0.05. So both these variables provide a partial influence on
Consumer's commitment.
Table 4.62
Analyze influence perceived value, and Consumer Trust
to Consumer Commitment
NO HYPOTHESIS PATH
COEFFICIENT
CONCLUTION
1 ≠ 0 = 0.287 2.595 2.001 Decline
2 ≠ 0 = 0.513 4.641 2.001 Decline
The value of the coefficient of determination after trimming, showing no change,
still visible in 0.502, as the chart below
Table 4.63
Coefficient Determinant after Trimming
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .708a .502 .484 .62400
a. Predictors: (Constant), y1, x1
So, from some output for substructure II above, the formed equation is
obtained :
124
Notedscore of in the residue is obtained from 1 – R
Picture 4.2
Path analysis Structure I and II
From the picture above, can be conducted two analyses, i.e. the impact or effect of
Perceived value and Brand Reputation of trust, as well as the impact or effect of
Perceived Value, Brand Reputation and Trust of Consumer Commitment.
0,498
0,66
Consumer Perceived Value (X1)
Brand Reputation
(X2)
Consumer Trust (Y1)
Consumer Commitme
nt (Y2)
0.390
0.513
0.277
0.518
0.287
125
Table 4.64
Total Effect ofConsumer Perceived Value and Brand Reputationagaints
Consumer Trust
Variables Direct Effect Indirect
Effect Spurious Effect Total Effect
Perceived Value to
Consumer’s Trust
(
0.39
Brand Reputation to
Consumer’s Trust
0
(
0.277
1. The impact of Consumer influence Perceived Value of Consumer Trust:
a) Direct Effect :
b) Indirect Effect : 0
c) Spurious Effect : (
The effect changee of Trust caused by the variation of Consumer Perceived Value
directly is equal to 0.39. So when there is an increase on Consumer Perceived
value, then the Consumer Trust will also increase
2. Influence of impact Brand Reputation of Trust:
a) Direct Effect :
b) Indirect Effect : 0
c) Spurious Effect : (
126
The effect of change of Trust caused by the variation of Consumer Perceived
Value directly is by 0.277. So when there is an increase in Brand Reputation,
Consumer Trust will also increase.
From the above calculation to see that Consumer Perceived value will give
impact a larger effect or of Trust compared to Brand Reputation.Then in the final
analysis, the impact would be seen throughout the final variables namely variables
of Consumer Commitment, as seen in the table below:
The amount influence of Consumer Perceived Value to the Consumer of the
Costumer Commitment
Table 4.65
Total Effect Consumer Perceived Value, Brand Reputation,
and Consumer Trust againt Consumer Commitment
Variables Direct
Effect Indirect Effect
Spurious
Effect Total Effect
Perceived Value to
Consumer’s Commitment
Direct Effect +
Indirect Effect =
0.48
Brand Reputation to
Consumer’s Commitment 0
(
= Indirect Effect =
0.142
Consumer’s Trust to
Consumer’s Commitment
0
= Direct Effect =
0.513
127
3. The impact of the influence of Consumer Perceived Value to the Consumer of
the Commitment :
a. Direct Effect :
b. Indirect Effect :
c. Spurious Effect :
Total Effect = Direct Effect + Indirect Effect = 0.48
The effects of changes in Perceived Value to the Consumer directly, the
Commitment will give the effect of 0.287, positive although not too strong. While
the effects of Consumer Perceived Value of Consumer Trust is through the
Commitment of 0.2007. Thus the Total Effect given Consumer Perceived Value
to Customer commitment is 0.48, positive and strong enough.
4. The Influence of impact Brand Reputation against Consumer Commitment:
a. Direct Effect : 0
b. Indirect Effect :
c. Spurious Effect : (
Total Effect = Indirect Effect = 0.142
Brand Reputation not to give effect to changes directly on the Customer
Commitment. By not having a direct effect or impact, in fact it could be said that
the Brand Reputation has no impact on the Consumer of the Commitment, since
the impact of given variables on the dependent variable is bridge.
Indirect impact, through the Trust was 0.142, is positive but it is close to 0, so the
impact of the changes on Brand reputation is not too give you the impact or
effects of changes of Consumer Trust.
128
The impact of the Trust against the influence of Consumer Commitment:
Direct Effect:
The Trust gives the effect or impact of the changes directly to the Consumer the
Commitment of 0.513, is positive and strong enough.
From the calculation above, seen that the variables provide the most powerful
change impacts is a Trust, i.e. of 0.513 then Perceived value to the Consumer
Customer Commitment amounting to 0.48 and indirect impact is the last of the
Brand Reputation of Consumer Commitment amounted to 0.14.
This means that either directly through Consumer Trust as well as
variable indirectly, either variable consumer perceived value and Brand
Reputation come with significant influence on the Consumer variables
Commitment, meaning if the consumer's commitment to Great Stores like to be
improved then changes to Consumer perceived value and reputation of the shop is
nice needs to be done in advance.
129
BAB V
CONCLUSION AND IMPLICATION
A. Conclusions
Based on the results of analysis and discussion in the previous
chapter, the conclusion about the influence of consumer perceived value
and brand reputation influence consumer commitment through consumer
trust.
The conclusionsare:
1. There are any tight correlation between Perceived Value ( ) to
Consumer Trust ( ).
2. There are any tight correlation between Brand Reputation ( )
to Consumer Trust ( ).
3. There are any tight correlation between Consumer Trust
( )with Consumer Commitment ( ).
4. Changes of Consumer Trust ( ) explaned byvariable
Perceived Value ( ) and Brand Reputation ( ), whit the
percentage 34%
5. Changes of Consumer Commitment ( ) explaned by
Perceived Value ( ), Brand Reputation ( ), and Consumer
Trust ( )with the percentage 50.2%
6. There are any significant influence simultaneosly between
Perceived Value ( ), Brand Reputation ( ), and Consumer
130
Trust ( )proven by the value of (14,696) > (
3.13) so declined and accepted
7. There are any significant influence simultaneosly between
Perceived Value ( ), Brand Reputation ( ), And Consumer
Trust ( ) to Consumer Commitment ( ) proven by the value
of 2.76. because the value of (18,849) >
( 2.76) so declined and accepted
8. Partially, can be explained that there are any significantly
influence between variable Perceived Value ( ) to Consumer
Trust ( ). Because the value of (3,098) > (
2,001) soConsumer perceived value provide a significant
influence toCosumer‟s trust. Thus it can be concluded
that declined and accepted. It means that every changes
in Consumer Trust caused by changes of Consumer perceived
value
9. Partially, can be explained that there are any significantly
influence between variable Brand Reputation ( ) to Consumer
Trust ( ). Because the score of (2,199) > (
2,001) so Brand Reputation give the significant influence to
Cosumer’s trust Thus it can be concluded that declined and
accepted
10. Partially, can be explained that there are any significantly
influence between variable Perceived Value ( ) to Consumer
131
Commitment ( ). Because the score of (2,322)
> ( 2,001) so declined and accepted.Thus it can be
said that a Consumer perceived value gives significant
influence to the Consumer's Commitment
11. Partially, can be explained that there are any significantly
influence between variable Brand Reputation ( ) to Consumer
Commitment ( ). Because the score of (0,239) (
2,001) so, Accepted declined. Thus it can be said that
Brand Reputation does not give a significant influence to
the Consumer's Commitment.That means changes to the
Brand Reputation has no significant influence to the changes
on Consumer's Commitment.
12. Partially, can be explained that there are any significantly
influence between variable Consumer Trust ( ) to Consumer
Commitment ( ).Because of the score of (4,352)
> ( 2,001) so, declined and accepted. It means
Consumer's Trust provide a significant influence to the
consumer's Commitment.
B. Implications
Based on the results of the analysis and the conclusions above, then
retrieved some of the implications of the results of this study, among other
things:
132
The implication of this research indicates that consumer trust to
online shopping of Tokobagus.com influence by perceived value and
brand reputation, while consumer commitment to online shopping
Tokobagus.com influence by perceived value and consumer trust and
brand reputation have no significant influence at all. The finding of this
research are :
1. For company : some things that can be used as input and
attention for Tokobagus.com.
a. Perceived Value
As an online shopping, perceived value is really needed
for customers on online shopping, because as a customer
they do not wanna get loss and disappointed because of
the goods and services they got not equal or less that what
they expect. For Tokobagus.com should be persistance
that all the seller in Tokobagus.com can served their
buyers in professional, because if the seller in
Tokobagus.com can not gives the services in professional
treated, consumer would not be trusting even commit with
Tokobagus.com.
b. Brand Reputation
Reputation of brand in online shopping as an important
part, not only in online shopping, shops and store also
have to provide the good reputation of their brand. For
133
online shopping such as Tokobagus.com have to
increasing their rate star from the customer score. By
improving the performance of Tokobagus.com, keeping
the trust worthines of every customers of Tokobagus.com
and making the customers‟ trust while shopping in
Tokobagus.com, suddently the reputation of
Tokobagus.com will increase.
c. Consumer Trust
Because there is no face to face interaction between buyer
and seller, so as a customer trust are really needed in every
transaction that customer doing. For Tokobagus.com, to
get the trust od a customer Tokobagus.com have to
improving the exchange of partner‟s integrity, because if a
customer get this so easily customer will recommend
Tokobagus.com as their belieable oline shopping.
Satisfaction influenced by trust and certainty about all the
transaction that customer have been done in
Tokobagus.com also can help Tokobagus.com to get trust
from the customers. So, make customer satisfy, certainty,
and exchange partner‟s integrity equal to consumer trust.
134
d. Consumer Commitment
By improving the services, keeping the trust of every
consumer, and giving the customer the unforgetable
momment so customer will commit to the Tokobagus.com
That increased consumer trust can be done through improvements
to the indicators that are present in variable perceived value and brand
reputation as excess or excellence in doing online shopping comparison
shopping through conventional marketing.
Based on the findings of the influential brand reputation variable
is not significant to the consumer of the commitment, then the variable
implikasnya is to increase commitment to the customer, then the
Tokobagus.com can improve the indicator variable perceived value and
consumer confidence.
1. For Company
a. Consumer perceived value is an important component in the
business online shopping. As explained in chapter II, Consumer
perceived value has a sense According to Kotler (2012), the
value of the thought of the customer (Customer Perceived
Value) is the difference between the evaluation of the prospects
for all benefits and all the costs that are on offer and other
alternatives considered. The evaluation process involves the
exchange of what is acceptable to consumers (customer total
135
value, service value, image value) and what was sacrificed
(customer total cost, the monetary cost and non monetary cost
includes the cost of time, energy and mental). Based on such
understanding, be proved in the calculation in chapter IV that
the consumer perceived value has a significant value to
customer trust and Tokobagus.com can affect consumer
commitment to Tokobagus.com.
b. Then for the company, the website Tokobagus.com as well as
optimizing and accompanied by the quality of the seller at
Tokobagus.com as well as the quality of the goods sold in
Tokobagus.com then can increase consumer perceived value,
because the stuff seen in Tokobagus.com can menyetarakan
perceptions of consumers of the goods received, even beyond
the expectations of the consumers towards goods that
consumers buy at Tokobagus.com.
c. Brand Reputation is very important in the business world, both
in the world of online business or business to the customer
directly. The reputation of a company depends on how a
company's self- optimizing and the corporate image, and the
image of what was built by the company in the eyes of
consumers. The good reputation of a brand, then the higher also
trust arising out of the company. Then to Tokobagus.com,
should optimalize brand reputation will impact directly on the
136
trust of consumers use online shopping as a means of
Tokobagus.com.
2. For Academic
For academicians, this research can be expected to become
reference for researchs that have a theme further in accordance with
the consumer perceived value, brand reputation influence consumer
commitment through consumer trust. For further research, it is
recommended to add a free variable and related variables a lot more, to
be more enriching perspective analysis, and also expected further
research may use the research methodology and the test tools that are
more complete and accurate, so that the obtained a valid and
significant conclusions.
137
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Attachment 1 : Research Questionnair
Dengan hormat,
Sehubungan dengan penyelesaian tugas akhir atau skripsi yang sedang
saya lakukan di Fakultas Ekonomi dan Bisnis Universitas Islam Negeri Syarif
Hidayatullah, Jakarta , maka saya melakukan penelitian dengan judul : “Analisis
Pengaruh Perceived Value, Brand Reputation Terhadap Customer Commitment
Melalui Consumer Trust.”
Adapun salah satu cara untuk mendapatkan data adalah dengan
menyebarkan kuesioner kepada responden. Mengingat kualitas penelitian ini
sangat bergantung pada hasil jawaban Bapak/Ibu dan Saudara/i, maka saya
memohon agar kiranya Bapak/Ibu dan Saudara/i dapat mengisi kuesioner ini
dengan sebaik-baiknya dan sejujur-jujurnya.
Atas kesediaan dan kerjasamanya, saya ucapkan terima kasih.
Peneliti,
Fitri Ayasofia
142
Kuesioner “Analisis Pengaruh Perceived Value, Brand
Reputation
Terhadap Customer Commitment Melalui Consumer Trust.”
I. Petunjuk Pengisian
1. Kuesioner ini semata-mata untuk keperluan akademis, mohon dijawab
dengan jujur.
2. Bacalah dan jawablah semua pertanyaan dengan teliti tanpa ada yang
terlewatkan.
3. Berilah tanda (X) pada jawaban yang menurut anda tepat dengan skor
sebagai berikut
a) Bobot 1 untuk pilihan jawaban : sangat tidak baik/sangat tidak
setuju/tidak pernah
b) Bobot 2 untuk pilihan jawaban : tidak baik/tidak setuju/jarang
c) Bobot 3 untuk pilihan jawaban : baik/setuju/sering
d) Bobot 4 untuk pilihan jawaban :sangat baik/sangat setuju/selalu
II. Data Responden
1. Usia : ……
tahun
2. Jenis Kelamin : a. Laki
– Laki
b.
Peremp
uan
3. Pendidikan :
4. Pekerjaan :
5. Berapa kali anda
menggunakan jasa
Tokobagus.com
a. < 2 kali
b. 2 – 5 kali
c. > 5 kali
KUESIONER
N
O VARIABLES
INDIKA
TOR PERTANYAAN
SKOR
1 2 3 4
1
CUSTOMER
PERCEIVED
VALUE
( )
Customer
total
Value
Saya dapat menghemat waktu saya
apabila bertransaksi online di
Tokobagus.com
2
Saya dapat menghemat tenaga saya
apabila berbelanja online di
Tokobagus.com
3 Customer
total cost
Saya dapat harga yang lebih murah
apabila berbelanja di Tokobagus.com
4 Saya menghemat banyak biaya dengan
berbelanja melalui Tokobagus.com
5 Customer
overall
judgment
of quality
Kualitas penjual di online shopping
Tokobagus.com terjamin
6 Keseluruhan kualitas dari Tokobagus.com
memuaskan untuk saya
7
Monetary
Value
Saya bisa menyisihkan sebagian uang
belanja saya apabila berbelanja melalui
Tokobagus.com
8
Saya dapat berhemat apabila berbelanja
melalui situs online Tokobagus.com
dibandingkan jika berbelanja di toko
9 Trade off
between
benefit
and cost
Membeli barang di Tokobagus.com tidak
hanya menguntungkan, tapi juga murah
10
Berbelanja di Tokobagus.com
memberikan keuntungan dan menghemat
pengeluaran
11
Service
quality
Jasa yang disediakan Tokobagus.com
sangat memudahkan transaksi jual beli
12 Mengakses Tokobagus.com sangat
mudah
144
13
Professio
nalism
Tokobagus.com membuat website jual
beli online dengan professional
14 Semua penjual di Tokobagus.com dapat
melayani konsumen secara professional
15
Price
fairness
Harga barang – barang yang ditawarkan
pada Tokobagus.com sesuai dengan
qualitas
yang saya peroleh
16
Harga barang yang harus saya bayar
sesuai dengan kualitas barang yang saya
dapat jika berbelanja online di
Tokobagus.com
17
BRAND
REPUTATION
( )
Company
Performa
nce
Tokobagus.com merupakan situs belanja
online kepercayaan anda
18
Tokobagus.com merupakan salah satu
toko online shopping yang dapat
dipercaya
19 Rating
from
member
in a
communi
ty
Tokobagus.com merupakan situs belanja
online Indonesia pilihan saya
20 Tokobagus.com memiliki rating yang
baik dimata konsumen
21
Conseque
nce of a
collective
measure
of truth
worthines
s based
on
referrals
Barang yang saya dapat sesuai dengan
gambar yang saya lihat di website
Tokobagus.com
22 Tokobagus.com sudah memenuhi syarat
kelayakan sebagai situs belanja online
23 Mengiklankan produk di Tokobagus.com
145
Forward
looking
benefit
bermanfaat untuk penjualan berikutnya
24
Mengiklankan produk pada
Tokobagus.com tidak hanya bermanfaat
untuk hari ini, tapi di hari kedepannya
25
CUSTOMER
TRUST
( )
The
exchange
of
partner’s
integrity
Tokobagus.com rekomendasi belanja
online saya
26
Saya akan merekomendasikan
Tokobagus.com kepada teman – teman
saya
27 The
degree of
confidenc
e
Saya selalu percaya jika berbelanja online
di Tokobagus.com
28 Tokobagus.com merupakan situs
belanja online terpercaya
29 Goodwill
&
willingnes
s of
customer
s to rely
on
abilities
company
Saya akan mempercayakan sepenuhnya
kepada Tokobagus.com
30
Reputasi Tokobagus.com membuat saya
yakin setiap kali berbelanja di
Tokobagus.com
31
Feeling
about -
satisfactio
n
Saya selalu merasa puas ketika berbelanja
di Tokobagus.com
32 Saya merasa puas dengan kemudahan
akses yang ditawarkan Tokobagus.com
33 Feeling
about the
certainty
Tokobagus.com selalu memberikan
kejelasan setiap penjual yang
memasarkan iklan di Tokobagus.com
34 Saya tidak pernah ragu ketika berbelanja
di Tokobagus.com
146
35
CUSTOMER
COMMITMEN
T
( )
Customer
retention
Tokobagus.com merupakan online
shopping yang selalu saya ingat
36 Tokobagus.com selalu meninggalkan
kesan baik
37
Repurcha
se
intention
Saya selalu ingin berbelanja online
melalui Tokobagus.com
38
Pelayanan yang diberikan membuat saya
mau mengulang berbelanja online melalui
Tokobagus.com
39
Staying
intention
Saya akan berbelanja online melalui
Tokobagus.com lagi
40 Saya akan selalu berbelanja online
melalui Tokobagus.com
41
Enduring
attitude
Tokobagus.com dapat selalu menjaga
kepercayaan saya
42 Tokobagus.com selamanya akan menjaga
kepercayaan
43
Desire to
particula
r brand
Saya akan mencoba berbelanja di situs
belanja online lainnya
44
Saya berkeinginan untuk membeli barang
melalui situs belanja online selain
Tokobagus.com
45 Desire to
maintain
members
hip
Saya akan menjadi pelanggan setia
Tokobagus.com
46 Saya akan menjadi anggota setia situs
Tokobagus.com
Attachment 2 : Raw Data of Validity and Reliability Test
VARIABLES CONSUMER PERCEIVED VALUE
RESPONDENT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
1 3 2 3 2 4 4 4 4 4 4 4 4 3 3 3 3
2 4 2 2 2 3 3 3 3 4 4 4 3 3 3 3 3
3 3 1 3 4 2 4 4 4 4 4 2 3 3 3 2 1
4 3 2 2 2 3 3 3 3 4 4 2 3 3 3 3 2
5 3 3 3 3 3 2 3 3 3 3 2 2 3 3 3 3
6 2 2 2 2 2 2 2 2 2 2 3 3 2 3 4 4
7 3 1 2 3 3 3 3 3 4 4 2 3 3 2 3 3
8 3 3 2 2 2 3 3 4 3 4 3 3 3 2 3 2
9 3 2 2 2 4 3 3 3 4 4 3 3 3 3 3 3
10 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2
11 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3
12 3 2 3 3 2 3 3 2 3 3 2 2 2 3 2 2
13 3 3 3 3 3 3 3 2 3 3 2 3 2 3 2 2
14 2 2 2 2 2 3 3 3 3 3 2 3 2 2 2 3
15 4 4 3 3 3 4 4 4 4 4 4 4 3 3 4 4
16 1 2 2 2 2 3 4 4 3 3 2 2 1 2 3 3
17 3 3 4 4 3 4 4 4 4 4 3 3 3 4 2 3
18 3 3 3 2 3 3 3 2 4 4 2 3 3 3 2 3
19 2 2 2 3 2 3 3 3 3 4 3 3 1 2 2 2
20 3 2 3 3 2 3 2 3 3 3 2 2 2 3 2 2
21 2 1 2 2 2 2 3 1 3 3 1 2 1 1 2 2
22 2 2 2 3 2 3 3 3 3 4 3 3 1 2 2 2
23 3 1 2 3 3 3 3 4 3 3 1 3 2 3 2 2
24 3 2 3 2 3 4 4 2 4 4 2 3 3 2 3 3
25 3 4 3 3 2 4 4 4 4 4 3 4 4 4 3 3
26 3 2 2 2 3 3 3 3 4 4 3 3 2 3 3 3
27 2 2 2 2 3 3 3 2 3 3 2 2 2 2 2 2
28 3 1 2 2 3 3 3 3 4 4 3 3 3 3 3 3
29 3 2 2 1 3 3 3 3 4 4 3 3 3 3 3 2
30 2 1 1 1 3 2 3 3 3 4 3 2 2 2 3 3
Attachment 2 : Raw Data of Validity and Reliability Test
VARIABLES BRAND REPUTATION CONSUMER TRUST
RESPONDENT 17 18 19 20 21 22 23 24 25 26 27 28 28 30 31 32 33 34
1 4 4 4 4 3 2 4 4 4 4 3 3 3 4 4 4 4 3
2 3 3 4 4 3 3 4 4 4 4 4 4 3 4 3 3 3 3
3 2 3 3 4 2 2 2 2 4 3 2 4 1 3 3 4 3 2
4 2 3 3 3 3 2 2 3 3 3 2 3 2 3 3 3 3 1
5 3 3 3 3 2 2 3 3 3 3 3 3 2 3 3 3 3 3
6 2 2 2 4 3 3 3 3 2 2 2 2 2 2 2 2 2 2
7 3 2 3 4 3 2 3 3 2 1 3 2 1 2 2 3 2 2
8 2 2 3 3 2 3 3 3 3 3 3 3 3 3 2 3 2 3
9 3 3 3 4 3 3 3 3 4 4 4 4 3 3 4 4 3 3
10 2 2 2 3 3 2 2 2 1 2 2 2 1 2 2 2 2 2
11 3 3 3 3 2 3 2 3 2 2 2 2 2 2 2 2 3 2
12 3 2 4 4 3 2 3 3 3 3 2 3 3 3 3 3 3 2
13 3 3 3 4 3 2 3 3 3 2 3 3 2 3 3 3 2 2
14 2 2 2 3 2 2 2 2 3 3 2 3 2 2 2 2 3 2
15 3 4 4 4 3 3 3 3 4 4 3 3 3 3 3 3 3 3
16 2 2 3 3 3 3 3 3 3 3 2 2 2 2 2 3 4 2
17 3 3 3 4 4 3 3 3 3 3 3 4 2 3 3 3 3 3
18 3 3 3 4 3 2 3 3 2 2 2 2 2 3 3 3 2 2
19 3 2 3 4 3 2 3 3 2 2 2 2 3 3 2 2 3 3
20 3 2 2 2 2 3 2 3 2 3 2 3 2 3 2 3 3 2
21 2 2 2 2 2 2 2 2 2 2 1 2 1 1 1 2 1 1
22 3 2 3 4 3 2 3 3 2 2 2 2 3 3 2 2 3 3
23 1 1 3 3 2 2 2 3 2 2 3 2 2 3 2 3 2 3
24 3 4 2 3 2 1 3 3 2 2 2 2 2 3 2 3 1 1
25 4 4 4 4 4 4 4 4 3 3 4 4 4 3 4 4 4 4
26 3 3 4 4 3 3 3 4 4 4 3 3 2 3 3 3 3 3
27 2 2 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2
28 3 3 3 3 2 3 3 3 4 4 3 3 2 3 3 3 3 2
29 3 3 4 4 3 2 3 3 4 4 3 3 2 3 3 3 2 2
30 3 3 3 3 2 3 3 3 3 3 2 3 2 3 3 3 2 2
Attachment 2 : Raw Data of Validity and Reliability Test
VARIABLES CONSUMER COMMITMENT
RESPONDENT 35 36 37 38 39 40 41 42 43 44 45 46
1 3 4 4 4 4 4 3 3 4 4 3 2
2 4 3 4 4 4 4 3 3 4 4 3 3
3 4 3 3 3 3 2 3 2 4 4 3 3
4 3 3 3 3 3 2 3 2 3 3 2 2
5 3 3 2 2 3 1 2 2 3 3 2 2
6 2 2 1 2 2 2 2 2 2 2 2 2
7 3 3 2 2 3 1 2 1 4 4 1 2
8 3 2 2 3 3 2 3 3 4 3 2 2
9 4 3 3 3 4 4 3 3 4 4 3 3
10 1 2 2 2 2 1 2 2 3 3 1 1
11 3 2 2 3 3 1 3 2 2 2 2 2
12 3 3 2 3 3 3 3 3 3 2 3 3
13 3 3 2 2 3 3 3 2 4 4 3 2
14 2 2 2 2 2 2 2 2 3 3 2 2
15 4 4 2 3 3 2 3 3 2 2 3 3
16 2 3 1 2 1 1 3 3 4 4 2 2
17 4 4 2 2 3 2 3 3 4 4 3 3
18 2 2 2 2 3 2 3 3 4 4 2 2
19 4 3 1 3 3 1 2 3 4 4 3 3
20 3 3 3 2 3 3 1 3 3 3 4 2
21 1 2 1 1 2 1 2 2 1 2 2 1
22 4 3 1 3 3 1 2 3 4 4 3 3
23 3 3 2 3 2 2 3 3 4 4 2 3
24 2 3 1 2 3 1 2 1 4 4 2 2
25 4 3 4 4 4 3 4 4 4 4 4 4
26 3 3 3 3 4 1 3 3 4 4 3 2
27 3 2 3 3 2 2 2 2 2 2 2 2
28 3 3 3 3 4 3 3 3 4 4 2 2
29 3 3 3 3 3 2 3 3 4 4 2 2
30 2 2 2 3 3 3 3 2 3 3 2 2
Attachment 3 : Raw Data of Path Analysis
Variables
NO USIA JENIS
KELAMIN PENDIDIKAN
TERAKHIR PEKERJAAN
Pernah menggunakan jasa belanja online
Tokobagus.com sebanyak?
1 22 Perempuan Sarjana
Pelajar / Mahasiswa > 5 kali
2 26 Laki - Laki Sarjana
Pelajar / Mahasiswa 2 - 5 kali
3 22 Perempuan Sarjana
Pelajar / Mahasiswa > 5 kali
4 22 Perempuan Sarjana
Pelajar / Mahasiswa > 5 kali
5 18 Laki - Laki Sarjana
Pelajar / Mahasiswa 2 - 5 kali
6 22 Laki - Laki Sarjana
Pelajar / Mahasiswa < 2 kali
7 21 Laki - laki Sarjana
Pelajar / Mahasiswa > 5 kali
8 18 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
9 22 Perempuan Sarjana Wirausaha 2 - 5 kali
10 22 Perempuan Sarjana Wirausaha 2 - 5 kali
11 19 Laki - laki SMA / SMK
Pelajar / Mahasiswa 2 - 5 kali
12 19 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
13 21 Laki - Laki Sarjana
Pelajar / Mahasiswa < 2 kali
14 19 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
15 18 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
16 16 Laki - Laki SMP
Pelajar / Mahasiswa < 2 kali
17 29 Laki - Laki Sarjana Pegawai Swasta 2 - 5 kali
18 20 Laki - laki Sarjana
Pelajar / Mahasiswa 2 - 5 kali
19 19 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
20 21 Laki - Laki SMA / SMK
Pelajar / Mahasiswa > 5 kali
21 18 Perempuan SMA / SMK Pelajar / < 2 kali
151
Mahasiswa
22 18 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
23 19 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
24 18 Laki - Laki SMA / SMK
Pelajar / Mahasiswa < 2 kali
25 22 Laki - laki SMA / SMK
Pelajar / Mahasiswa 2 - 5 kali
26 22 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
27 23 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
28 26 Laki - laki Diploma Wirausaha < 2 kali
29 22 Laki - laki Sarjana
Pelajar / Mahasiswa < 2 kali
30 22 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
31 20 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
32 21 Perempuan SMA / SMK
Pelajar / Mahasiswa < 2 kali
33 22 Laki - laki SMA / SMK
Pelajar / Mahasiswa > 5 kali
34 32 Laki - Laki Diploma Wirausaha > 5 kali
35 18 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
36 22 Laki - laki SMA / SMK
Pelajar / Mahasiswa < 2 kali
37 22 Laki - Laki Sarjana
Pelajar / Mahasiswa > 5 kali
38 25 Laki - Laki Sarjana Pegawai Swasta > 5 kali
39 20 Laki - laki SMA / SMK
Pelajar / Mahasiswa 2 - 5 kali
40 18 Perempuan Sarjana
Pelajar / Mahasiswa < 2 kali
41 22 Laki - Laki Sarjana
Pelajar / Mahasiswa 2 - 5 kali
42 21 Laki - laki SMA / SMK
Pelajar / Mahasiswa > 5 kali
43 19 Laki - laki SMA / SMK
Pelajar / Mahasiswa < 2 kali
44 22 Perempuan Sarjana
Pelajar / Mahasiswa > 5 kali
45 20 Laki - Laki Sarjana
Pelajar / Mahasiswa > 5 kali
152
46 20 Laki - laki Sarjana
Pelajar / Mahasiswa < 2 kali
47 25 Perempuan Sarjana pegawai swasta > 5 kali
48 23 Perempuan Sarjana
Pelajar / Mahasiswa > 5 kali
49 33 Perempuan Sarjana
Ibu Rumahtangga 2 - 5 kali
50 21 Perempuan SMA / SMK
Pelajar / Mahasiswa > 5 kali
51 25 Laki - laki Sarjana pegawai negeri > 5 kali
52 27 Perempuan Diploma
Ibu Rumahtangga 2 - 5 kali
53 29 Laki - laki Sarjana Pegawai Swasta 2 - 5 kali
54 26 Laki - Laki Sarjana Pegawai Swasta >5 kali
55 26 Laki - Laki Sarjana Pegawai Swasta >5 kali
56 27 Laki - Laki Sarjana Pegawai Swasta >5 kali
57 25 Perempuan Sarjana Pegawai Swasta 2 - 5 kali
58 22 Laki - Laki Sarjana
Pelajar / Mahasiswa 2 - 5 kali
59 28 Perempuan Diploma
Ibu Rumahtangga 2 - 5 kali
60 33 Laki - Laki SMA / SMK Pegawai Swasta > 5 kali
TOTAL
TOTAL PER VARIABLE
RATA-RATA PER VARIABLE
Attachment 3 : Raw Data of Path Analysis
Consumer Perceived Value
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 ∑ ∏
4 4 4 4 2 3 3 4 4 3 4 4 3 2 3 3 54 3.4
2 4 3 2 1 1 3 2 2 1 2 4 3 2 3 3 38 2.4
4 4 4 4 3 3 3 3 4 4 4 4 3 2 4 4 57 3.6
4 4 4 3 3 3 3 3 3 3 4 4 3 3 4 4 55 3.4
4 4 3 3 3 3 3 3 3 3 3 4 3 2 3 3 50 3.1
3 3 2 2 1 2 1 1 1 2 2 3 3 3 2 3 34 2.1
4 4 2 3 3 3 2 1 2 3 3 4 2 2 2 2 42 2.6
4 4 2 3 3 3 3 2 2 3 3 3 3 2 2 3 45 2.8
4 4 3 4 3 3 2 2 2 2 3 4 4 3 3 3 49 3.1
4 4 3 4 3 3 2 2 2 2 3 4 4 3 3 3 49 3.1
3 3 2 2 3 3 3 3 3 3 3 3 2 2 3 3 44 2.8
2 2 3 3 2 3 4 4 2 2 2 4 3 3 3 3 45 2.8
2 3 1 2 2 1 2 2 2 2 3 4 4 3 2 2 37 2.3
4 4 2 3 3 2 3 3 3 2 3 4 3 2 3 3 47 2.9
3 4 3 3 3 2 3 2 2 2 3 3 2 3 3 3 44 2.8
4 4 2 2 3 3 4 4 2 3 4 4 2 1 1 2 45 2.8
4 4 4 4 2 3 3 3 3 3 4 4 3 2 3 3 52 3.3
4 4 3 3 3 3 3 3 3 3 3 4 3 3 3 3 51 3.2
2 2 2 2 2 2 2 2 2 2 2 3 3 2 2 2 34 2.1
1 2 1 2 2 3 4 4 2 3 3 4 4 4 3 3 45 2.8
3 3 3 3 3 3 3 3 3 3 3 3 2 3 2 3 46 2.9
3 3 2 2 2 3 2 2 3 2 4 4 3 2 3 3 43 2.7
3 3 3 3 2 2 3 3 3 3 3 4 3 3 2 2 45 2.8
2 3 2 4 3 3 2 2 2 1 3 2 2 3 3 3 40 2.5
3 3 2 3 2 3 2 2 3 3 3 4 3 2 3 3 44 2.8
3 3 2 3 2 2 2 3 2 2 2 3 2 2 2 2 37 2.3
4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 49 3.1
4 4 4 4 3 3 4 4 3 4 4 4 3 3 3 3 57 3.6
3 3 2 2 1 2 3 3 2 2 3 3 3 3 3 3 41 2.6
3 3 2 2 3 2 2 2 2 2 3 4 4 2 2 2 40 2.5
4 4 4 4 4 4 3 4 4 4 4 4 4 4 4 4 63 3.9
4 4 3 3 3 4 2 3 3 3 3 4 4 3 3 3 52 3.3
4 4 2 3 3 3 2 3 3 3 3 4 3 2 3 3 48 3
4 4 3 3 2 3 3 3 3 4 4 4 3 2 3 3 51 3.2
3 4 3 3 1 2 2 2 3 2 3 4 3 2 3 3 43 2.7
154
3 3 2 2 2 3 2 2 3 2 2 2 2 3 2 3 38 2.4
3 3 2 3 2 3 2 2 2 2 3 4 3 2 2 2 40 2.5
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 48 3
3 3 1 2 1 1 2 2 2 2 2 2 2 2 2 2 31 1.9
3 4 3 3 1 2 2 2 3 2 3 4 3 2 3 3 43 2.7
4 4 1 2 4 3 3 4 2 2 3 4 4 2 3 3 48 3
3 3 1 3 2 3 2 2 1 1 3 3 2 2 2 3 36 2.3
4 4 2 3 3 2 3 3 3 4 2 3 2 1 3 3 45 2.8
3 3 2 2 2 2 2 2 2 2 3 3 3 2 3 3 39 2.4
4 4 3 4 4 3 3 4 3 4 3 4 4 4 4 3 58 3.6
4 4 3 4 4 4 3 3 4 4 4 4 4 4 4 4 61 3.8
4 4 3 3 2 3 3 3 3 3 4 4 3 3 3 4 52 3.3
3 2 2 2 3 3 2 2 2 2 3 4 3 3 3 3 42 2.6
4 4 3 2 3 1 2 2 3 3 4 4 3 2 3 3 46 2.9
3 3 2 2 2 2 2 2 2 2 4 3 2 2 2 2 37 2.3
4 4 3 3 3 3 3 3 3 3 3 3 2 3 3 3 49 3.1
4 4 3 3 3 3 3 2 3 3 4 4 3 2 3 3 50 3.1
3 4 3 2 2 2 3 3 3 3 3 3 2 3 3 3 45 2.8
2 2 2 3 3 3 4 2 3 2 4 4 2 2 3 4 45 2.8
3 3 2 3 3 2 3 3 3 3 3 3 3 3 3 2 45 2.8
3 3 3 2 4 2 3 3 2 3 3 3 3 2 2 3 44 2.8
1 1 2 3 1 2 3 1 2 1 4 4 2 2 3 2 34 2.1
2 1 1 3 3 2 2 2 3 2 2 3 2 2 1 2 33 2.1
2 2 3 4 4 3 2 3 3 3 3 3 3 1 2 2 43 2.7
3 4 2 2 1 2 2 3 3 1 1 3 1 2 2 2 34 2.1
194 201 150 171 152 156 158 158 157 154 185 213 171 147 164 171
2702
168.875
Attachment 3 : Raw Data of Path Analysis
Brand Reputation Consumer Trust
17 18 19 20 21 22 23 24 ∑ ∏ 25 26 27 28 29 30 31 32 33 34 ∑ ∏
3 4 3 3 4 3 4 4 28 3.5 3 3 3 3 2 3 3 3 2 2 27 2.7
2 2 2 2 3 2 2 1 16 2 3 3 3 4 2 3 2 2 2 2 26 2.6
3 2 3 2 4 4 4 4 26 3.3 4 4 3 3 3 4 4 4 4 3 36 3.6
4 2 2 2 3 3 3 3 22 2.8 4 4 4 4 3 4 3 3 3 3 35 3.5
2 3 3 4 4 3 4 2 25 3.1 3 3 3 3 3 3 3 3 3 2 29 2.9
3 3 2 2 1 2 3 4 20 2.5 2 3 3 3 3 3 3 2 3 3 28 2.8
3 1 3 4 2 4 4 4 25 3.1 4 3 2 4 1 3 3 4 3 2 29 2.9
3 2 2 2 3 3 3 3 21 2.6 3 3 2 3 2 3 3 3 3 1 26 2.6
3 4 4 4 3 4 4 4 30 3.8 3 4 3 4 3 3 3 3 3 3 32 3.2
3 4 4 4 3 4 4 4 30 3.8 3 4 3 4 3 3 3 3 3 3 32 3.2
3 3 3 3 3 2 3 3 23 2.9 3 3 3 3 2 3 3 3 3 3 29 2.9
2 2 2 2 2 2 2 2 16 2 2 2 2 2 2 2 2 2 2 2 20 2
2 2 2 3 2 3 2 2 18 2.3 2 4 3 2 2 2 2 3 2 2 24 2.4
3 1 2 3 3 3 3 3 21 2.6 2 1 3 2 1 2 2 3 2 2 20 2
3 3 2 2 2 3 3 4 22 2.8 3 3 3 3 3 3 2 3 2 3 28 2.8
4 3 2 4 4 3 4 4 28 3.5 3 3 4 4 4 4 4 3 3 4 36 3.6
2 3 3 3 3 3 3 3 23 2.9 4 3 3 3 1 3 3 4 2 2 28 2.8
3 2 2 2 4 3 3 3 22 2.8 4 4 4 4 3 3 4 4 3 3 36 3.6
2 1 2 2 2 2 2 2 15 1.9 1 2 2 2 1 2 2 2 2 2 18 1.8
156
2 3 2 3 2 4 4 4 24 3 2 1 1 3 2 2 3 3 3 1 21 2.1
2 2 3 3 3 3 3 3 22 2.8 2 2 2 2 2 2 2 2 3 2 21 2.1
3 2 3 3 2 3 3 2 21 2.6 3 3 2 3 3 3 3 3 3 2 28 2.8
2 3 2 3 2 3 3 3 21 2.6 2 2 2 2 2 2 2 3 3 2 22 2.2
2 2 2 2 3 2 3 3 19 2.4 2 2 2 2 2 2 2 2 3 2 21 2.1
3 3 3 3 3 3 3 2 23 2.9 3 2 3 3 2 3 3 3 2 2 26 2.6
2 2 2 2 2 3 3 3 19 2.4 3 3 2 3 2 2 2 2 3 2 24 2.4
2 2 2 3 3 3 4 3 22 2.8 4 4 3 2 3 2 3 3 2 2 28 2.8
4 4 3 3 3 4 4 4 29 3.6 4 4 3 3 3 3 3 3 3 3 32 3.2
1 2 2 2 2 3 4 4 20 2.5 3 3 2 2 2 2 2 3 4 2 25 2.5
3 3 2 3 3 3 3 2 22 2.8 2 2 2 4 2 3 2 3 2 2 24 2.4
3 4 3 3 4 4 3 3 27 3.4 3 3 3 4 3 3 3 3 3 4 32 3.2
3 3 4 4 3 4 4 4 29 3.6 3 3 3 4 2 3 3 3 3 3 30 3
3 3 3 2 3 3 3 2 22 2.8 2 2 2 2 2 3 3 3 2 2 23 2.3
3 3 3 3 3 3 3 3 24 3 3 3 3 3 2 3 4 4 2 2 29 2.9
2 2 2 3 2 3 3 3 20 2.5 2 2 2 2 3 3 2 2 3 3 24 2.4
3 2 3 3 2 3 2 3 21 2.6 2 3 2 3 2 3 2 3 3 2 25 2.5
2 2 2 2 2 3 3 4 20 2.5 2 2 2 3 2 2 2 3 2 2 22 2.2
3 3 3 3 3 3 3 3 24 3 3 3 3 3 3 3 3 3 3 3 30 3
2 1 2 2 2 2 3 1 15 1.9 2 2 1 2 1 1 1 2 1 1 14 1.4
2 2 2 3 2 3 3 3 20 2.5 2 2 2 2 3 3 2 2 3 3 24 2.4
3 4 2 3 1 3 4 3 23 2.9 4 3 3 3 2 3 2 3 2 3 28 2.8
3 1 2 3 3 3 3 4 22 2.8 2 2 3 2 2 3 2 3 2 3 24 2.4
3 2 3 2 3 4 4 2 23 2.9 2 2 2 2 2 3 2 3 1 1 20 2
2 2 2 3 3 2 3 3 20 2.5 2 2 2 2 2 2 2 2 2 2 20 2
157
4 4 4 4 3 4 4 4 31 3.9 4 4 3 4 3 3 4 4 3 3 35 3.5
3 4 3 3 2 4 4 4 27 3.4 3 3 4 4 4 3 4 4 4 4 37 3.7
3 2 2 2 3 3 3 3 21 2.6 4 4 3 3 2 3 3 3 3 3 31 3.1
4 4 4 3 3 3 4 4 29 3.6 2 3 3 4 3 3 3 3 4 3 31 3.1
3 3 3 2 4 3 4 4 26 3.3 3 3 3 3 2 3 3 4 2 2 28 2.8
2 2 2 2 3 3 3 2 19 2.4 2 2 2 2 2 2 2 2 2 2 20 2
3 1 2 2 3 3 3 3 20 2.5 4 4 3 3 2 3 3 3 3 2 30 3
3 2 2 1 3 3 3 3 20 2.5 4 4 3 3 2 3 3 3 2 2 29 2.9
2 1 1 1 3 2 3 3 16 2 3 3 2 3 2 3 3 3 2 2 26 2.6
3 3 3 3 2 3 3 3 23 2.9 3 3 4 3 4 4 4 4 4 4 37 3.7
3 3 3 3 3 3 3 3 24 3 3 3 4 4 3 4 2 4 4 3 34 3.4
3 3 4 3 4 3 3 3 26 3.3 4 4 4 3 4 4 4 4 4 3 38 3.8
2 2 2 2 2 3 2 3 18 2.3 3 2 3 4 4 2 4 4 2 3 31 3.1
4 3 3 1 3 2 3 2 21 2.6 2 2 2 3 4 4 3 3 2 2 27 2.7
3 2 3 3 3 3 2 2 21 2.6 2 3 2 3 4 3 2 3 3 2 27 2.7
3 4 4 3 3 3 3 4 27 3.4 2 3 4 4 3 3 2 2 1 2 26 2.6
164 152 155 160 166 181 191 183 168 171 162 179 148 170 163 179 158 145
1352 1643
169 164.3
Attachment 3 : Raw Data of Path Analysis
Consumer Comitment
35 36 37 38 39 40 41 42 43 44 45 46 ∑ ∏
2 3 3 3 4 2 3 2 4 4 2 2 34 2.8
3 2 2 3 3 3 2 2 4 4 2 2 32 2.7
3 4 4 4 4 4 3 3 4 4 3 2 42 3.5
4 3 4 4 4 4 3 3 4 4 3 3 43 3.6
3 3 2 3 3 3 3 3 3 3 3 3 35 2.9
3 2 3 3 3 3 3 2 3 3 2 3 33 2.8
4 3 3 3 3 2 3 2 4 4 3 3 37 3.1
3 3 3 3 3 2 3 2 3 3 2 2 32 2.7
2 4 2 3 3 2 3 3 3 3 2 2 32 2.7
2 4 2 3 3 2 3 3 3 3 2 2 32 2.7
3 3 2 2 3 1 2 2 3 3 2 2 28 2.3
2 2 1 2 2 2 2 2 2 2 2 2 23 1.9
2 2 2 2 3 2 2 2 2 2 2 2 25 2.1
3 3 2 2 3 1 2 1 4 4 1 2 28 2.3
3 2 2 3 3 2 3 3 4 3 2 2 32 2.7
3 3 3 3 4 2 3 3 4 4 2 2 36 3
2 3 2 3 3 2 2 2 4 4 1 1 29 2.4
4 3 3 3 4 4 3 3 4 4 3 3 41 3.4
1 2 2 2 2 1 2 2 3 3 1 1 22 1.8
4 4 2 2 2 2 4 3 4 4 1 1 33 2.8
3 2 2 3 3 1 3 2 2 2 2 2 27 2.3
3 3 2 3 3 3 3 3 3 2 3 3 34 2.8
3 3 2 2 2 2 2 2 3 4 2 2 29 2.4
3 3 3 3 2 2 2 2 2 2 1 1 26 2.2
3 3 2 2 3 3 3 2 4 4 3 2 34 2.8
2 2 2 2 2 2 2 2 3 3 2 2 26 2.2
3 3 3 3 3 3 3 3 3 3 3 3 36 3
4 4 2 3 3 2 3 3 2 2 3 3 34 2.8
2 3 1 2 1 1 3 3 4 4 2 2 28 2.3
2 2 2 2 2 2 2 2 3 3 2 2 26 2.2
3 3 3 3 3 3 3 3 4 4 2 2 36 3
4 4 2 2 3 2 3 3 4 4 3 3 37 3.1
2 2 2 2 3 2 3 3 4 4 2 2 31 2.6
3 3 3 3 4 3 3 2 4 4 3 2 37 3.1
159
4 3 1 3 3 1 2 3 4 4 3 3 34 2.8
3 3 3 2 3 3 1 3 3 3 4 2 33 2.8
3 2 2 2 2 2 2 2 3 2 2 2 26 2.2
3 3 3 3 3 3 3 3 3 3 3 3 36 3
1 2 1 1 2 1 2 2 1 2 2 1 18 1.5
4 3 1 3 3 1 2 3 4 4 3 3 34 2.8
3 2 3 4 3 1 2 2 4 4 2 2 32 2.7
3 3 2 3 2 2 3 3 4 4 2 3 34 2.8
2 3 1 2 3 1 2 1 4 4 2 2 27 2.3
4 2 2 2 2 2 2 2 4 4 2 2 30 2.5
4 4 4 3 4 3 4 4 3 4 3 3 43 3.6
4 3 4 4 4 3 4 4 4 4 4 4 46 3.8
3 3 3 3 4 1 3 3 4 4 3 2 36 3
3 3 2 2 2 2 3 2 2 3 3 4 31 2.6
1 3 2 3 4 3 3 3 4 4 3 3 36 3
3 2 3 3 2 2 2 2 2 2 2 2 27 2.3
3 3 3 3 4 3 3 3 4 4 2 2 37 3.1
3 3 3 3 3 2 3 3 4 4 2 2 35 2.9
2 2 2 3 3 3 3 2 3 3 2 2 30 2.5
2 3 3 4 4 3 4 4 3 2 3 3 38 3.2
3 3 3 3 3 3 3 3 4 3 2 3 36 3
4 3 3 2 2 2 2 3 4 4 3 3 35 2.9
3 2 3 3 3 4 2 3 2 1 3 3 32 2.7
1 2 3 3 2 2 3 3 3 3 2 1 28 2.3
2 3 2 3 1 1 2 3 1 2 3 3 26 2.2
3 3 2 2 3 3 2 2 1 3 2 3 29 2.4
170 169 144 163 173 134 159 154 196 197 141 139
1939
161.5833333
Attachment 4 : Frequency Distribution of the Assesment of Respondent
Perceived Value ( )
Perceived Value 1
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 20 33.3 33.3 35.0
3 33 55.0 55.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Perceived Value 2
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 7 11.7 11.7 11.7
2 24 40.0 40.0 51.7
3 19 31.7 31.7 83.3
4 10 16.7 16.7 100.0
Total 60 100.0 100.0
Perceived Value 3
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 30 50.0 50.0 51.7
3 22 36.7 36.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
161
Perceived Value 4
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 5.0 5.0 5.0
2 21 35.0 35.0 40.0
3 29 48.3 48.3 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Perceived Value 5
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 18 30.0 30.0 33.3
3 32 53.3 53.3 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
Perceived Value 6
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 10 16.7 16.7 16.7
3 39 65.0 65.0 81.7
4 11 18.3 18.3 100.0
Total 60 100.0 100.0
Perceived Value 7
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 7 11.7 11.7 11.7
3 35 58.3 58.3 70.0
4 18 30.0 30.0 100.0
Total 60 100.0 100.0
162
Perceived Value 8
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 12 20.0 20.0 23.3
3 27 45.0 45.0 68.3
4 19 31.7 31.7 100.0
Total 60 100.0 100.0
Perceived Value 9
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 8 13.3 13.3 16.7
3 24 40.0 40.0 56.7
4 26 43.3 43.3 100.0
Total 60 100.0 100.0
Perceived Value 10
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 6 10.0 10.0 13.3
3 21 35.0 35.0 48.3
4 31 51.7 51.7 100.0
Total 60 100.0 100.0
163
Perceived Value 11
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 6 10.0 10.0 10.0
2 24 40.0 40.0 50.0
3 24 40.0 40.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Perceived Value 12
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 20 33.3 33.3 33.3
3 29 48.3 48.3 81.7
4 11 18.3 18.3 100.0
Total 60 100.0 100.0
Perceived Value 13
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 13.3 13.3 13.3
2 18 30.0 30.0 43.3
3 28 46.7 46.7 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
164
Perceived Value 14
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 4 6.7 6.7 6.7
2 19 31.7 31.7 38.3
3 34 56.7 56.7 95.0
4 3 5.0 5.0 100.0
Total 60 100.0 100.0
Perceived Value 15
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 25 41.7 41.7 43.3
3 29 48.3 48.3 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
Perceived Value 16
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 5.0 5.0 5.0
2 24 40.0 40.0 45.0
3 25 41.7 41.7 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
165
Brand Reputation ( )
Brand Reputation 17
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 23 38.3 38.3 41.7
3 31 51.7 51.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Brand Reputation 18
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 5 8.3 8.3 8.3
2 23 38.3 38.3 46.7
3 25 41.7 41.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Brand Reputation 19
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 9 15.0 15.0 16.7
3 34 56.7 56.7 73.3
4 16 26.7 26.7 100.0
Total 60 100.0 100.0
166
Brand Reputation 20
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 3 5.0 5.0 5.0
3 21 35.0 35.0 40.0
4 36 60.0 60.0 100.0
Total 60 100.0 100.0
Brand Reputation 21
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 17 28.3 28.3 30.0
3 32 53.3 53.3 83.3
4 10 16.7 16.7 100.0
Total 60 100.0 100.0
Brand Reputation 22
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 5.0 5.0 5.0
2 31 51.7 51.7 56.7
3 22 36.7 36.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Brand Reputation 23
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 17 28.3 28.3 31.7
3 36 60.0 60.0 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
167
Brand Reputation 24
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 15 25.0 25.0 25.0
3 39 65.0 65.0 90.0
4 6 10.0 10.0 100.0
Total 60 100.0 100.0
Consumer Trust
Consumer Trust 25
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 23 38.3 38.3 40.0
3 23 38.3 38.3 78.3
4 13 21.7 21.7 100.0
Total 60 100.0 100.0
Consumer Trust 26
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 18 30.0 30.0 33.3
3 27 45.0 45.0 78.3
4 13 21.7 21.7 100.0
Total 60 100.0 100.0
168
Consumer Trust 27
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 22 36.7 36.7 40.0
3 28 46.7 46.7 86.7
4 8 13.3 13.3 100.0
Total 60 100.0 100.0
Consumer Trust 28
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 17 28.3 28.3 28.3
3 27 45.0 45.0 73.3
4 16 26.7 26.7 100.0
Total 60 100.0 100.0
Consumer Trust 29
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 5 8.3 8.3 8.3
2 29 48.3 48.3 56.7
3 19 31.7 31.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Consumer Trust 30
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 15 25.0 25.0 26.7
3 37 61.7 61.7 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
169
Consumer Trust 31
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 24 40.0 40.0 41.7
3 26 43.3 43.3 85.0
4 9 15.0 15.0 100.0
Total 60 100.0 100.0
Consumer Trust 32
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 13 21.7 21.7 21.7
3 35 58.3 58.3 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Consumer Trust 33
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 5.0 5.0 5.0
2 23 38.3 38.3 43.3
3 27 45.0 45.0 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Consumer Trust 34
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 4 6.7 6.7 6.7
2 31 51.7 51.7 58.3
3 21 35.0 35.0 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
170
Consumer Commitment ( )
Consumer Commitment 35
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 4 6.7 6.7 6.7
2 14 23.3 23.3 30.0
3 30 50.0 50.0 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Consumer Commitment 36
Frequency Percent Valid Percent Cumulative
Percent
Valid
2 18 30.0 30.0 30.0
3 35 58.3 58.3 88.3
4 7 11.7 11.7 100.0
Total 60 100.0 100.0
Consumer Commitment 37
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 6 10.0 10.0 10.0
2 28 46.7 46.7 56.7
3 22 36.7 36.7 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Consumer Commitment 38
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 20 33.3 33.3 35.0
3 34 56.7 56.7 91.7
4 5 8.3 8.3 100.0
Total 60 100.0 100.0
171
Consumer Commitment 39
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 15 25.0 25.0 28.3
3 31 51.7 51.7 80.0
4 12 20.0 20.0 100.0
Total 60 100.0 100.0
Consumer Commitment 40
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 12 20.0 20.0 20.0
2 26 43.3 43.3 63.3
3 18 30.0 30.0 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Consumer Commitment 41
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 23 38.3 38.3 40.0
3 32 53.3 53.3 93.3
4 4 6.7 6.7 100.0
Total 60 100.0 100.0
Consumer Commitment 42
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 2 3.3 3.3 3.3
2 25 41.7 41.7 45.0
3 30 50.0 50.0 95.0
4 3 5.0 5.0 100.0
Total 60 100.0 100.0
172
Consumer Commitment 43
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 5.0 5.0 5.0
2 8 13.3 13.3 18.3
3 19 31.7 31.7 50.0
4 30 50.0 50.0 100.0
Total 60 100.0 100.0
Consumer Commitment 44
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 1 1.7 1.7 1.7
2 11 18.3 18.3 20.0
3 18 30.0 30.0 50.0
4 30 50.0 50.0 100.0
Total 60 100.0 100.0
Consumer Commitment 45
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 5 8.3 8.3 8.3
2 31 51.7 51.7 60.0
3 22 36.7 36.7 96.7
4 2 3.3 3.3 100.0
Total 60 100.0 100.0
173
Consumer Commitment 46
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 6 10.0 10.0 10.0
2 31 51.7 51.7 61.7
3 21 35.0 35.0 96.7
4 2 3.3 3.3 100.0
Total 60 100.0 100.0
Attachment 5 : Result of Validity and Reliability Test
Reliability Statistics
Cronbach's
Alpha
N of Items
.948 46
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.
Attachment 5 : Result of Validity and Reliability Test
NO. OF
QUESTION
TABLE
VALUE
CALCULATED
VALUE STATUS
1 0,361 0,707 Valid
2 0,361 0,654 Valid
3 0,361 0,693 Valid
4 0,361 0,694 Valid
5 0,361 0,635 Valid
6 0,361 0,740 Valid
7 0,361 0,349 Not
8 0,361 0,284 Not
9 0,361 0,654 Valid
10 0,361 0,669 Valid
11 0,361 0,689 Valid
12 0,361 0,621 Valid
13 0,361 0,520 Valid
14 0,361 0,461 Valid
15 0,361 0,713 Valid
16 0,361 0,739 Valid
17 0,361 0,656 Valid
18 0,361 0,528 Valid
19 0,361 0,379 Valid
20 0,361 0,202 Not
21 0,361 0,444 Valid
22 0,361 0,666 Valid
176
23 0,361 0,538 Valid
24 0,361 0,631 Valid
25 0,361 0,732 Valid
26 0,361 0,667 Valid
27 0,361 0,801 Valid
28 0,361 0,738 Valid
29 0,361 0,674 Valid
30 0,361 0,783 Valid
31 0,361 0,857 Valid
32 0,361 0,749 Valid
33 0,361 0,627 Valid
34 0,361 0,675 Valid
35 0,361 0,754 Valid
36 0,361 0,694 Valid
37 0,361 0,659 Valid
38 0,361 0,716 Valid
39 0,361 0,776 Valid
40 0,361 0,587 Valid
41 0,361 0,659 Valid
42 0,361 0,606 Valid
43 0,361 0,536 Valid
44 0,361 0,465 Valid
45 0,361 0,635 Valid
46 0,361 0,694 Valid
Attachment 6 : Output SPSS
Correlations
Correlations
perceived
value
brand
image
trust customer
commitmen
t
perceived value
Pearson Correlation 1 .518** .533
** .560
**
Sig. (2-tailed) .000 .000 .000
N 60 60 60 60
brand image
Pearson Correlation .518** 1 .479
** .413
**
Sig. (2-tailed) .000 .000 .001
N 60 60 60 60
Trust
Pearson Correlation .533** .479
** 1 .666
**
Sig. (2-tailed) .000 .000 .000
N 60 60 60 60
customer commitment
Pearson Correlation .560** .413
** .666
** 1
Sig. (2-tailed) .000 .001 .000
N 60 60 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
Structure I Regression
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
brand image,
perceived
valueb
. Enter
a. Dependent Variable: trust
b. All requested variables entered.
178
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .583a .340 .317 .75560
a. Predictors: (Constant), brand image, perceived value
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 16.781 2 8.391 14.696 .000b
Residual 32.543 57 .571
Total 49.324 59
a. Dependent Variable: trust
b. Predictors: (Constant), brand image, perceived value
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.954 .299 6.527 .000
perceived value .412 .133 .390 3.098 .003
brand image .284 .129 .277 2.199 .032
a. Dependent Variable: trust
Structure II Regression
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
trust, brand
image,
perceived
valueb
. Enter
a. Dependent Variable: customer commitment
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .709a .502 .476 .62923
a. Predictors: (Constant), trust, brand image, perceived value
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 22.388 3 7.463 18.849 .000b
Residual 22.172 56 .396
Total 44.560 59
a. Dependent Variable: customer commitment
b. Predictors: (Constant), trust, brand image, perceived value
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.294 .330 -.892 .376
perceived value .278 .120 .277 2.322 .024
brand image .027 .112 .027 .239 .812
Trust .480 .110 .505 4.352 .000
a. Dependent Variable: customer commitment
180
Structure II After Trimming Regression
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
trust,
perceived
valueb
. Enter
a. Dependent Variable: customer commitment
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .708a .502 .484 .62400
a. Predictors: (Constant), trust, perceived value
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 22.365 2 11.183 28.720 .000b
Residual 22.194 57 .389
Total 44.560 59
a. Dependent Variable: customer commitment
b. Predictors: (Constant), trust, perceived value
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.285 .324 -.877 .384
perceived value .288 .111 .287 2.595 .012
trust .487 .105 .513 4.641 .000
a. Dependent Variable: customer commitment