the analysis of purchase decision of

THE ANALYSIS OF PURCHASE DECISION OF

NIKE’S SHOES PRODUCT

By:

Gilang Wahyu Pranoto

014201400058

A skripsi presented to

The faculty of Business President University

In partial fulfillment of the requirements for

Bachelor Degree in Management

May 2018

iii

DECLARATION OF ORIGINALITY

I declare that this skripsi, entitled “THE ANALYSIS OF PURCHASE

DECISION OF NIKE'S SHOES PRODUCT” is, to the best of my

knowledge and belief, an original piece of work that has not been submitted,

either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia,

25th May, 2018 Gilang Wahyu

iv

ABSTRACT

Nowadays, sport activities such as running and fitness has been developing

quickly in Indonesia, by the developing of such sports, the equipment to fulfill the

needs of the sports must be developing either, on them was sport shoes that has

been the speciality of Nike. As one of the biggest sport shoes producer in

Indonesia, Nike must be ables to keep their existence as the best sport shoes

producer even there are many rivalry between the sport shoes producers. This

study aimed to analyze the most effective strategies to increase the purchasing

decision towards Nike’s upcoming new products and to use the opportunity in

Asian Games 2018 for their promotions. This research used a quantitative

research method to evaluate the independent variables (Promotion, Brand Image,

and Product Quality) towards dependent variable (Purchase Decision). Non-

probability sampling with purposive sampling was used in this study.

Questionnaires consisting of 29 statements with the Likert scale as a tool to

measure the level of agreement was distributed to 90 respondents. Data analysis

used in this research were validity, reliability, classical assumption and multiple

regression. The result affirmed that Promotion, Brand Image have a partial

significant influence on Purchase Decision, mean while Product Quality did not

have any partial significant influence on Purchase Decision. Brand Image has the

highest influence on brand awareness followed by Promotion and Product

Quality. This study also showed that all independent variables (Promotion, Brand

Image and Product Quality) have together significant influence towards brand

awareness with 87.8% of adjusted R2.

Keywords: Promotion, Brand Image, Product Quality, Purchase Decision, Nike

Indonesia

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ACKNOWLEDGMENT

First of all, I would like to give thanks to the Lord Jesus Christ for the

extraordinary inclusion in his life to be able to finish this thesis. Thanksgiving

also for the gift of health that has been given to researcher so that this thesis can

be finished well.

This thesis writing has also involved many parties who are very helpful in many

ways. Therefore, I want to express his gratitude to:

1. Both of my parents, Wahyu Trikuryanto and Agnes Indriani that always support

and pray for me in any situation that happened.

2. To my advisor Mrs. Yunita who has been always patience in guiding me until this

skripsi has been finished.

3. To Velani Putri, Who always remind me the meaning of struggle, hardwork, and

never give up in any situation, eventhough you’re not here.

4. To Meilisa, Eka, Rinika, Indri, Janis, and Naomi as friends who have been giving

such huge effect to my thesis process.

5. To my best friends, Bagus, Erixon, Jerry, Markus, Ryan, Roberto, and Vincent

who always giving support and entertaining me in this skripsi writing.

6. To my second family on campus, Mayti, Syinthia, Marcella, Aninda, Shita,

Rachell who always support me in this skripsi writing.

7. To Mr. Hadi and Mr. Stief and all of the people in PEC who support me in the

making of this skripsi.

8. To Ike, who always supporting and keep reminding me to finish this skripsi.

9. To all the respondents who have helped fill out my questionnaires, may God

reward you all with abundant blessings.

10. Last but not least, everyone that helped me in the preparation of this thesis that

can not be mentioned one by one.

Best Regards,

Gilang Wahyu

vi

TABLE OF CONTENTS

DECLARATION OF ORIGINALITY ............................................................... ii

ABSTRACT .......................................................................................................... iv

ACKNOWLEDGMENT ....................................................................................... v

TABLE OF CONTENTS ..................................................................................... vi

LIST OF FIGURES ........................................................................................... viii

LIST OF TABLES ............................................................................................... ix

CHAPTER 1 ........................................................................................................... 1

1.1 Background ................................................................................................... 1

1.2 Problem Identification ................................................................................... 5

1.3 Research Questions ....................................................................................... 5

1.4 Research Objectives ...................................................................................... 5

1.5 Significance of Study .................................................................................... 5

1.6 Limitation ...................................................................................................... 6

1.7 Organization of The Thesis ........................................................................... 7

CHAPTER II .......................................................................................................... 8

2.1 Introduction ................................................................................................... 8

2.3 Purchase decision .......................................................................................... 9

2.4 Promotion .................................................................................................... 12

2.5 Brand Image ................................................................................................ 15

2.6 Product Quality ............................................................................................ 16

2.7 Previous Researches .................................................................................... 21

2.8 Research Gap ............................................................................................... 22

CHAPTER III ...................................................................................................... 23

3.1 Introduction ................................................................................................. 23

3.2 Sampling Design ......................................................................................... 25

3.3 Research Instruments .................................................................................. 29

3.4 The Design of Analysis ............................................................................... 30

3.4.1 Pretest ....................................................................................................... 30

vii

3.4.2 Multiple Regression ................................................................................. 33

3.4.3 Classical Assumption ............................................................................... 33

3.4.4. Hypothesis Testing .................................................................................. 34

CHAPTER IV ....................................................................................................... 37

4.1 Descriptive Analysis .................................................................................... 37

4.2 Pre-Test ...................................................................................................... 40

4.3 Classical Assumption Testing ..................................................................... 44

4.4 Hypothesis Test ........................................................................................... 47

4.5 Interpretation of Result ................................................................................ 50

CHAPTER V ........................................................................................................ 53

5.1 Conclusion ................................................................................................... 53

5.2 Recommendation ......................................................................................... 54

REFERENCES ..................................................................................................... 55

APPENDIX ........................................................................................................... 57

APPENDIX 1 .................................................................................................... 57

APPENDIX 2 .................................................................................................... 64

APPENDIX 3 .................................................................................................... 71

APPENDIX 4 .................................................................................................... 72

viii

LIST OF FIGURES

Figure 1.1 RPJMN 2005-2019 ................................................................................ 3

Figure 1.2 Stock Growth of Nike’s Stock in 2014-2016 ........................................ 4

Figure 2.1 Stages of Consumer Purchasing Purposes ........................................... 10

Figure 3.1 Theoretical Framework ........................................................................ 23

Figure 3.2 Research Flow. .................................................................................... 24

Figure 4.1 Grouping Respondents based on Gender ............................................. 37

Figure 4.2 Grouping Respondents based on Nike’s Products Owned .................. 38

Figure 4.3 Grouping Respondents based on brands owned Besides Nike ............ 39

Figure 4.4 Grouping Respondents based on the period of The Nike’s Shoes

products has been owned ..................................................................................... 39

Figure 4.5 Histogram – Normality Test ................................................................ 44

Figure 4.6 P-P Plot Chart – Normality Test ......................................................... 45

Figure 4.7 Scatterplot – Heteroscedasticity Test.................................................. 46

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LIST OF TABLES

Table 3.1 Dimensions of Promotion ...................................................................... 25

Table 3.2 Dimensions of Brand Image .................................................................. 26

Table 3.3 Dimensions of Product Quality .............................................................. 27

Table 3.4 Dimensions of Purchase Decision ......................................................... 28

Table 3.5 Likert Scale 5 Poin ................................................................................. 30

Table 3.6 Cronbach’s Alpha Internal Consistency ................................................ 32

Table 4.1 R-Table of Variables .............................................................................. 41

Table 4.2 Result of Reliability Test ....................................................................... 41

Table 4.3 Descriptive Statistics .............................................................................. 42

Table 4.4 Result of Multiple Regression ............................................................... 43

Table 4.5 Result of Multicollinearity Test ............................................................. 47

Table 4.6 Result of T-Test ..................................................................................... 47

Table 4.7 Result of F-Test ...................................................................................... 49

Table 4.8 Coefficient of Determination ................................................................. 50

1

CHAPTER 1

INTRODUCTION

1.1 Background

The development of fashion is constantly evolving, as is the trend of shoes today. Recent

Trend Following is a focus. A variety of shoes with unique and exciting trends like formal

style shoe models that are in use in 2013 that are typically used by men and women for

formal and semi-formal events. Maybe for everyday shoes or occasions that are usually done

to do casual things and sports anywhere here.

According to Supranto & Limakrisna (2011) states Personality is a person's psychological

characteristics that are different from others, causing a relatively consistent and lasting

response to his environment ". according to Wildhan Novian (2018), Shoe selection could be

a reflection of personality of its owner.

In Indonesia Nike shoes commonly used by all circles for the use of sports, but along with the

development of today's Nike shoes are often used in daily activities. Moreover since in the

last 3 years, activities ran back popular in Indonesia with many communities running such as

Indo Runners, Rush Runners, Tangerang Crazy Runners. This makes Nike brand shoes more

in love by all circles, especially among students who are very fond of running the race with

the latest Nike shoes they have.

According to Syifa (2012), Nike Company in Indonesia has strong communication and

interaction with existing contractors. This can be proved by the giving of Indonesian

personnel to participate in checking the quality and process of workmanship by following the

requirements and stringent quality standards of Nike companies in America.

According to Bisnis Hack (2014) Nike shoes Indonesia is no less bigger enthusiasts to have

it. Although manufactured in Indonesia, the company maintains a truly stable quality of Nike

products. Therefore, the position of Nike itself is getting stronger in Indonesia. Moreover,

with a variety of shoe products produced by Nike, various variations of Nike shoes

increasingly enhance the strength of Nike companies in Indonesia. Various shoe products are

produced as the development of the Nike company.

2

A brand is a sign in the form of a picture, a name, a word, letters, a number, a color

arrangement, or a combination of those elements which have differentiating power and are

used in the trade of goods or services (Tjiptono, 2014). Coupled with the sneakers freak is a

hobby buy to collect and wear them in daily, then the image of Nike shoes brand is now not

just a sport shoe, but a daily shoe.

According to Riyadi (2018) Nike started its operation since 1988 through 11 suppliers. These

suppliers, among others, are licensed Nike makers in South Korea and Taiwan. In addition to

producing Nike these companies also produce other brands such as Reebok, Adidas, Puma,

and others.

2016 2017

Brand TBI TOP Brand TBI TOP

Adidas 38.2% TOP Adidas 37.4% TOP

Nike 32.2% TOP Nike 29.6% TOP

Converse 3.6% Reebok 3.7%

Eagle 3.3% Bata 3.6%

Reebok 3.3% Eagle 3.0% Figure 1.1 Top Brand of Sport Shoes in 2016-2017

Source: (Top Brand Award, 2015)

Indonesia in 2015 under the leadership of President Joko Widodo has several packages of

economic policy. One of them is in the form of deregulation and debirocratisation regulations

to facilitate the investment, both PMDN (Domestic Companies) and PMA (Foreign

Companies). Such facilities are easy for 3 hours investment, tax allowance and faster tax

holiday, VAT (Value-added Tax) exemptions for transportation, incentives in centralized

logistics center areas, incentives for tax deductions on deposit interest, downsizing of forestry

sector permits.

Government Takes VAT (Value-added Tax) for transportation. The policy includes the

published regulations, Government Regulation number 69 year 2015 regarding import and

delivery of certain transportation equipment and delivery of taxable services, relating to

transportation related to certain transport which is not taxable.

3

Another policy, which is the 10th, consist of 10 important points that are expected to improve

the Ease of Doing Business in Indonesia (EODB). The first is the ease of starting the

business, the second is the ease of building construction, the third is property registrations,

the fourth is tax payments, the fifth is credit access, the sixth is law enforcement contracts by

arranging a simple lawsuit settlement, the seventh is electricity connections, the eighth is

cross-border trade, the ninth is bankruptcy settlement issues, and tenth is minority-investor

protection.

According to Gunawan (2017) Position of Indonesia in Ease of Doing Business (EoDB)

climbed to 72th. This position is assured will push domestic expansion and investment to

create more job opportunities.

In Law No. 17 regarding National Long-Term Development Plan (RPJPN) declare that the

economic structure is strengthened by making industrial sector as a driving force supported

by other sectors such as marine, mining which can effectively and contuniously produce

modern products and effective services as well that can implement good governance practices

to achieve strong economic security.

Based on such policy direction, RPJPN is divided into 3 (three) National Medium Term

Development Plan (RPJMN) as shown below:

Figure 1.1 RPJMN 2005-2019

Source: (BAPPENAS, 2017)

4

By the economic development of Indonesia as mentioned above, we can see that the

Indonesian government strongly supports the non-oil industry sectors in order to expand

broadly. This can be a consideration for PT. Nike Indonesia in developing market share,

product variant, production quantity, promotion, brand image, and product quality, in order to

dominate the market share of sports shoes in Indonesia which will be host in the 2018 Asian

Games.

Also, in 2016 Nike’s stock has decreasing so much in 2016, meanwhile in 2016 there was the

biggest sports event in the world, which is Olympics in Rio-Brazil. This indicated that Nike

has been decreasing while they were should be increasing their selling by having opportunity

in Olympics in Rio-Brazil. This also can be the evaluation for Nike Indonesia to arrange

strategies to overcome the issues that has happened in 2016.

Figure 1.2 Stock Growth of Nike’s Stock in 2014-2016

Source: (Fusion Media Limited, 2016)

Based on the above background, in developing the market share of PT Nike Indonesia, the

authors are interested in researching regarding "THE ANALYSIS OF PURCHASE

DECISION OF NIKE'S SHOES PRODUCT".

5

1.2 Problem Identification

Based on background as mentioned above, the problem identification of this research is as

follows, the Nike’s products are having tight competition with the other rivals such as

Adidas, Puma, Etc. As the decreasing of stock value of Nike in 2016 while there were

O;ympics 2016 in Rio-Brazil, Nike must have to re-create their strategy especially in

Indonesia, where there will be Asian Games 2018 which create opportunity to Nike so what

happened in Olympics 2016 will be not repeated. And also Nike has to keep their image as

the number one sports brand, it means Nike has to create new innovations and strategies for

their new upcoming products and promotions.

1.3 Research Questions

1. Is there a significant influence between product promotion of PT Nike Indonesia with its

consumer purchase decision?

2. Is there any significant influence between Brand Image formed against consumer purchase

decision of PT Nike Indonesia?

3. Is there a significant influence between product quality of PT Nike Indonesia with its

consumer purchase decision?

4. Is there a significant influence jointly in promotions, brand image and product quality with

consumer purchase decision of PT Nike Indonesia?

1.4 Research Objectives

1. To find out the influence product promotion of PT Nike Indonesia to consumer purchase

decision

2. To determine the effect of Brand Image that re-formed again against the decision of

consumer purchase of PT Nike Indonesia

3. To determine the effect between product quality of PT Nike Indonesia with the consumer's

purchase decision

4. To know the effect jointly in promotion, brand image, product quality with consumer

purchase decision of PT Nike Indonesia.

1.5 Significance of Study

The benefits derived from this research are as follows:

6

1. Theoretical benefits

a. For writers

Provides additional knowledge especially related to factors influencing purchasing decisions.

b. For the company

The results of this study provide relevant company information in updating / periodically

promotional plans, development of product image, improving product quality that will affect

the company's sales.

2. Practical Benefits

a. For the company

As a matter of consideration for manager or other authorized managers to make decisions in

promotions, improve Brand Image, run product quality improvement plans whose results will

influence consumer purchasing decisions.

b. For consumers

As a consideration of purchase decision, which will affect the level of satisfaction on Nike

products.

1.6 Limitation

In order to avoid deviations from the subject matter and consideration of the limitations of the

researcher on knowledge and experience, in this thesis the researcher limits only the problem

of Promotion, Brand Image, and Product Quality to the purchasing decision of shoes at PT

NIKE INDONESIA at President University - Cikarang.

7

1.7 Organization of The Thesis

Chapter I - Introduction

This chapter presents background, problem statement, objectives, scope and limitations and

thesis organization. The key to understanding this research is given in this chapter.

Chapter II- Literature Review

This chapter presents theories such as Introduction, Definition, Measuring and Influencing

Factors (independent variables), Independent variable definition, how to measure and how it

affects the dependent variable, and comments and conclusions or synthesis of the authors as

well.

Chapter III – Research Methodology

This chapter explains the method that will be used in this research. In this session, there are

research method, research framework, samples design, research instrument, and data analysis.

Chapter IV – Result and Discussion

This Chapter presents the result of this research. The finding display all result of data

analysis. The research questions meet the answer. To make it clear, the researcher conveys

the discussions of the findings.

Chapter V – Conclusion & Recommendation

This Chapter presents the researcher opinion on the result of the research.

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CHAPTER II

LITERATURE REVIEW

2.1 Introduction

This chapter will contain literature and theory related to research. International business,

international business scope, purchasing decisions, promotions, brand image, product quality.

Explain and elevate theoretically to test the above variables.

According to Hooper (2008) Business is All and the whole complexity that exists in various

fields such as sales (commerce) and industry, basic industries, processing, and manufacturing

and networking, distribution, banking, insurance, transportation and so on which then serve

and enters the whole (which serve and interpenetrate) the business world as a whole.

According to Madura (2010) Business is a body created to produce goods and services to

customers. Every business deals with people. Those people bear the consequences because of

the business, they are. Cross-functional cooperation in business is to emphasize the needs of

managers from different functional areas to maximize profit in achieving common goals.

From the above understanding, the authors can conclude the business is all and kesampuhan

complexity that exist in various fields created to produce products and services to customers

to seek benefits to meet the needs of life organization.

International trade is a trade made by a resident of a country with a resident of another

country on a mutual agreement. The intended population may be either an individual

(individual with an individual), between an individual with a government of a country or a

government of a country with the government of another country (Setiawan & Lestari, 2011)

Sugihariani also explained in the Jurnal Ekonomi Modernisasi (2012), several benefits of

international trade include:

1. Bring in huge foreign exchange especially for exporters and producers.

2. As the export side will increase production / production volume resulting in the

availability of new job opportunities.

3. The transfer of goods to be followed by the entry of capital into the country

4. The transfer of technology from outside to the country

9

The Scope of International Business

a. Expansion of Sales (Sales Expansion), ie for goods that are not easily damaged

need to expand sales (market area). For example: Handicraft goods.

b. Approaching Resources (Resource Acquistion), the resources include Man,

Money, Machine, Materials, Methode, Market. Which includes natural

resources (SDA), human resources (HR) and capital resources (SDK).

c. Diversification (Diversification), sales of products tailored to the market

segment (taste, purchasing power, or function of goods). For example, Kijang

cars are sold in Indonesia.

d. Technology Transfer, only for developing country (Developing country)

According to Salvatore (2007), one of the economic activities that can not be

separated from international trade is the activity of capital flows, both incoming and

outgoing, from a country.

2.3 Purchase decision

According Setiadi (2013) argues that consumer decision making, is the process of

pengintergasian that combines knowledge to evaluate two or more alternative behaviors and

choose one of them.

According to Schiffman & Wisenblit (2014 the decision is the selection of two or more

options. In other words, alternative choices must be available to a person when making

decisions.

According to Kotler & Armstrong (2012)consumer purchasing decisions, can not be

separated from how consumers through several stages of knowing the problems encountered

until the purchase of consumer purchases.

So consumer purchasing decisions based on the opinions of experts, it can be concluded, the

process of integrating and combining knowledge to select two or more options, to get the

solution of the problems it faces.

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1) Consumer Purchase Decision Phases

According to Kotler & Armstrong (2012) the stages of consumer purchase decision process

are as follows:

Figure 2.1 Stages of Consumer Purchasing Purposes

Source : (Kotler & Armstrong, 2012)

a. Problem recognition

The purchase process begins with the problems or needs that have not been satisfied and can

be perceived by consumers. Consumers prepare the difference between the desired with the

current situation in order to generate and activate the decision process. The need is probably

already known and perceived consumers far from before. (Kotler & Armstrong, 2012).

b. Search information

After consumers menyadai the needs of a good or service, then consumers seek information,

both stored in memory and information that can be from the outside environment. Sources of

consumer information are classified into four groups:

1) Personal sources: family, friends, neighbors, acquaintances

2) Commercial sources: advertising, salespeople, dealers, packaging

3) Public sources: mass media, consumer-determinant organization

4) Sources of experience: handling, assessment, product usage (Kotler & Armstrong,

2012)

c. Alternative evaluation

Once information is obtained, consumers evaluate various alternative options to

meet those needs, such as:

Problem Identificati

on Research

Alternative Evaluation

Decision After-Buy Behavior

11

1) Camera: image sharpness, color result, price, camera size

2) Hotel: location, cleanliness, price

3) Tires: usage life, price, quality when driving

(Kotler & Armstrong, 2012)

d. Buying decision

If there are no other disturbing factors after the consumer determines the

predetermined choice, the actual purchase is the end result of the search and

evaluation. (Kotler & Armstrong, 2012)

e. Post purchase behavior

In general, if an individual feels a great deal of interest or satisfaction in meeting a

need, it will usually keep that in mind. Post purchase behavior includes post-

purchase satisfaction, post-purchase actions and product usage. (Kotler & Armstrong,

Principles of Marketing 14th Edition, 2012).

2) Consumer Purchase Decision Level

According to (Schiffman & Wisenblit, 2014) raises the level of specific consumer

decision-making:

a) Extensive problem solving

At this level, consumers need a variety of information to define a set of criteria for assessing

specific brands and a wealth of appropriate information about each brand being considered.

Extensive troubleshooting is usually done on durable goods and luxury goods, such as:

cars. (Schiffman & Wisenblit, 2014)

b) Limited problem solving

At this level, consumers have established basic criteria for assessing product categories and

brands within the category. However, consumers do not have a preference about a particular

brand. They need additional information to see the differences between different brands.

(Schiffman & Wisenblit, 2014).

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c) Routine troubleshooting

At this level, consumers already have some experience about product categories and a set of

well-defined criteria for assessing the brands they are considering. Consumers may

seek additional information, but only to review what they already know. (Schiffman &

Wisenblit, 2014).

3) Indicators of purchasing decisions by Kotler & Keller (2016) are:

a) The need, ie the buyer recognizes the problem or needs. The buyer feels the

difference between the real state and the desired state.

b) Public, which is the stage of decision making where consumers have been

interested to seek more information through mass media or customer assessment

organizations.

c) Benefit, Stage of decision making process where consumers use information to

evaluate the benefits.

d) The attitude of others, Is the stage in the process of making purchasing decisions

whereas consumers get recommendations from others.

e) Satisfaction, that is where consumers will take further action after buying based

on the satisfaction or dissatisfaction they feel.

2.4 Promotion

a. Understanding of Promotions

Promotional activities are part of the world's marketing activities by multinational companies,

it requires a marketing strategy in every country, region to introduce international products

from the production of a company. Promotion is one of the variables that can influence

consumer purchasing decisions or market share that became the target of the multinational

company's market segmentation. According to marketing experts understanding of

promotions are as follows:

Promotion is an activity that communicates product benefits and persuades target customers

to buy it (Kotler & Armstrong, 2012).

13

Promotion is a kind of communication that provides explanations that convince potential

customers about goods and services. The purpose of promotion is to get attention, educate,

remind and convince potential customers. (Alma, 2011).

Promotion is the means by which the company in an effort to inform, persuade, and remind

consumers both directly and indirectly about the products and brands they sell (Kotler &

Keller, 2016).

From the above definition can be concluded that the promotion is a kind of communication

activities conducted by the company to prospective consumers with the aim to explain and

convince consumers with the aim to gain attention, educate, remind and convince potential

customers.

b. Promotional Mix

A Promotion is a part of a multinational company's marketing mix strategy approach that

lowers a set of strategies, hereinafter known as promotional mix. According to marketing

experts understanding promotional mix is as follows:

The promotion mix or communication mix is a special blend of tools used by companies to

convince the value of communication and build customer relationships (Kotler & Armstrong,

2012).

The promotion mix is the best combination of advertising variables, personal selling and

other promotional tools, all designed to achieve the sales program objectives (Swastha, 2008:

349).

The promotion mix is a specific blend of advertising, sales promotion, public relations,

personal sales and direct marketing tools that companies use to communicate persuasive

customer value and build customer relationships (Kotler & Keller, 2016).

In the above theory it can be concluded that the promotion mix is a specific blend of

advertising, sales promotion, public relations, personal sales and direct marketing means that

companies use to convince the value of communication and build customer relationships

designed to achieve the goals of the sales program.

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Promotion Mix Factors Factor forms or promotional mix variables by (Kotler &

Armstrong, 2012):

a) Advertising

All forms are paid from nonpersonal percentages and promotions of ideas, goods

or services through clear sponsorship through print media (newspapers and

magazines), broadcast media (radio and television), network media (cable,

satellite, wireless ), and electronic media (sound recordings, video recordings,

CD-ROMs, web pages) and exhibition media (billboards, road signs and posters).

b) Sales Promotion

Short-term intensive intent to encourage experimentation or purchase of products

or services including consumer promotions (such as samples, coupons, permits),

trade promotions (such as advertising and benefits), business and salesperson

promotions (contests for sales reputation).

b) Events and Experiences

company-sponsored events and programs designed to create daily interactions or

specific brands - related to interactions with consumers, including art, sports,

entertainment and cause less formal events and activities.

c) Public relations and publicity

Internal programs directed internally to employees of outside companies or

consumers, other consumers, governments and media to promote or protect the

image of individual companies or communications products.

d) Direct marketing

Use of mail, telephone, facsimile, e-mail or the internet to communicate directly

with or request response or dialogue from customers and prospects.

e) Interactive marketing

online activities and programs designed to engage customers or prospects and

directly or indirectly improve awareness of improving the image, or create sales of

products and services.

f) Word of mouth marketing

oral, written, and electronic communication between communities that relate to

the superiority or experience of buying or using a product or service.

g) Personal selling

15

face-to-face interaction with one or more prospective buyers for the purpose of

making presentations, answering questions and order procurement.

2.5 Brand Image

Simamora in Sangadji & Sopiah (2013) suggests that "Brand image is a unique set of

associations that marketers want to create or nurture. According to Sangadji & Sopiah (2013),

"The association is an attribute that exists within the brand and will be greater if the customer

has experience associated with the brand. Various associations remembered by consumers

can be assembled to form a brand image.

"Brand image is a collection of brand associations formed in the minds of consumers"

(Sangadji & Sopiah, 2013). The associations state what the brand is and what it promises to

consumers. "

Shimp et al (Sangadji & Sopiah, 2013) says that, "Brand image can be considered as the kind

of association that arises in the minds of consumers when considering a particular brand. The

association can simply appear in the form of a particular thought or image associated with a

brand, just as we think about others. " Sangadji & Sopiah (2013) argue that," Brand image

can be positive or negative, depending on perception someone against the brand.

From the above definitions can be concluded that the brand image is a unique kind of

association that wants to be created or maintained marketers in order to remember a product

and can associate with a brand just as when we think about others.

Brand Image Dimension

Indicators that shape the brand image According to Biel in (Sulistyari, 2012)the indicators

that shape the brand image are:

1) Corporate Image

The image is within the company itself. The company as an organization seeks to build its

image with the aim of not wanting other companies to name this good, so it will affect

everything about what is done by the company.

2) Product / consumer image

Consumer image of a product that can have a positive or negative impact associated with the

needs, desires, and expectations of consumers. Image of the product can support the creation

of a brand image or image of the brand.

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3) User Image

Can be formed directly from experience and contact with the user of the brand. Benefit is the

personal value of the consumer placed on the attributes of the product or service that is what

the consumer thinks they will get from the product or service.

How to Build a Strong Brand

Seizing in Sangadji & Sopiah (2013) suggests that, "Building a strong brand is no different

from building a house. Therefore, to build a strong brand is required also a strong foundation.

Here are the ways in which to build strong brands.".

1) A brand must have proper positioning

In order to have pemosisan, the brand must be placed specifically in the minds of customers.

Building positioning is putting all aspects of the brand value (brand value) consistently so

that the product always be number one in the minds of customers.

2) Have the right brand value

Brand will be more competitive if it can be positioned appropriately. Therefore, marketers

need to know the brand value. Brand value can form a brand personality that reflects the

fluctuation of consumer tastes in consuming a product.

3) Brand must have the right concept

Good concept can communicate all elements of brand value and proper positioning so that the

brand image of the product can be improved.

2.6 Product Quality

a. Understanding Product Quality

According to Kotler & Armstrong (2012) product quality is: The ability of a product in

demonstrating its function, this includes overall durability, reliability, accuracy, ease of

operation, and product repairs, as well as other product attributes. One of the key values

expected by customers of the producers are the highest product and service quality.

According to the Kotler & Keller (2016).

So the quality of the product is the ability of a product / service in satisfying the needs in

accordance with its function, including performance, features, reliability, serviceability and

aesthetic durability.

17

According to Kotler & Keller (2016) product quality can be incorporated into 9 dimensions,

namely:

1) Form

Products can be clearly distinguished from others based on shape, size, or physical structure

of the product.

2) Product features

secondary or complementary characteristics that are useful for adding basic functions related

to product choices and development.

3) Performance

related to the functional aspect of a good and is the main characteristic that customers

consider in buying the goods.

4) Accuracy / Conformance

Relates to the level of conformity with the specified specifications based on the wishes of

the customer. Conformity reflects the degree of determination between the characteristics of

the product design and the standard quality characteristics that have been set.

5) Durability

Relate to how long a product can be used.

6) Reliability

With regard to the probability or probability of a good performing its function every time it is

used within a certain period of time and under certain conditions as well.

7) Ease of Repair

Related to the ease of repair of the product if it is damaged. Ideally the product will be easily

repaired by the user if damaged.

8) Style Product

appearance and consumer's impression of the product.

9) Design

The overall features of the product will affect the appearance and function of theproduct to

the consumer's wishes.

Understanding the quality is very diverse. According to Boetsh and Denis cited by Tjiptono

(2014) Quality is a dynamic condition associated with products, services, people, processes

and environments that meet or exceed expectations. The above opinion can be meant that

18

how much quality is given related to the product of goods along with supporting factors meet

the expectations of its users. Can be interpreted that the more meet the expectations of

consumers, the product is more qualified.

While Stevenson defines quality as "the ability of a product or service to consistency meet or

exceed costumer expectations" (the ability of a product or service to meet or exceed customer

expectations). In other words, although according to the producer, the goods produced have

been through a good working procedure, but if still not able to meet the standards required by

consumers, then the quality of goods or services produced by the producers are still rated as

having a low quality .

Besides must be able to meet the standards required by consumers both poor quality of goods

produced can also be seen from the consistency of the needs and expectations of community

needs. This statement affirms that quality should be assessed periodically and continuously so

as to show consistency of compliance above the standard.

From the above theories can be concluded that the quality of the product can determine

customer satisfaction associated with the expectations of the customer itself to the quality of

the product he feels and can exceed customer expectations.

Product Classification

According Tjiptono (2014) product classification can be done on a variety of angles of view.

Based on tangible, the product can be classified into two main groups of goods and services.

Viewed from the aspect of endurance, there are two kinds of goods, namely:

1) Non-Durable Goods (Nondurable Goods)

Non-durable goods are tangible items that are usually consumed in one or more times of use.

Examples are soap, beverages and snacks, chalk, sugar and salt.

2) Durable Goods

Durable goods are tangible goods that can usually last a long time with a lot of usage

(economic life for normal use is a year or more). Examples include TV, refrigerator, car, and

computer.

In addition to its durability, the product in general is also classified according to who the

consumer is and for what the product is consumed. Based on these criteria, the product can be

divided into consumer goods (costumer's goods) and industrial goods (industrial's goods).

Consumer goods are goods consumed for the benefit of end consumers themselves

(individuals and households), not for business purposes. Generally consumer goods can be

classified into four types namely:

19

3) Convinience Goods

Convinience goods are goods that generally have a high purchase frequency (often

purchased), are needed in the immediate future, and require only minimal effort (very small)

in comparison and purchase. For example soap, toothpaste, batteries, food, drinks, magazines,

newspapers, umbrellas and raincoats.

4) Shopping Goods

Shopping goods are goods in the selection and purchase process compared to consumers

among the various alternatives available. These comparative criteria include price, quality

and model of each item. Examples of household appliances (TV, washing machine, tape

recorder), furniture (furniture), and clothing.

5) Specially Goods

Specially goods are goods that have unique characteristic and brand identification in which a

group of consumers are willing to make a special effort to buy them. Examples are luxury

goods with specific brands and models.

Unsought Goods

Unsought goods are goods that consumers know or if they are known but generally have not

thought to buy them. Examples are life insurance, tombstones, graveyard (Tjiptono, 2008).

b. Product Quality Definition

According to Kotler & Armstrong (2012) quality is a characteristic of the product in its

ability to meet predetermined and latent needs. Meanwhile, according to Garvin and A. Dale

Timpe (1990, in Alma, 2011) quality is the advantage possessed by the product. Quality in

the view of the consumer is a thing that has its own scope is different from the quality in the

view of the manufacturer when removing a product commonly known the true quality.

According to Kotler & Keller (2016), quality is defined as the overall characteristics and

nature of goods and services that affect the ability to meet both the stated and the implied

needs. Meanwhile, according to Tjiptono (2014), quality is a blend of properties and

characteristics that determine the extent to which the output can meet the requirements of

customer requirements or assess how far the characteristics and characteristics that meet their

needs.

To achieve the desired product quality then required a standardization of quality. This way is

intended to keep the resulting product meets the standards that have been set so that

consumers will not lose confidence in the product concerned. Marketers who do not pay

attention to the quality of products offered will bear the consumer's loyalty so that sales of its

20

products will tend to decline. If marketers pay attention to quality, even reinforced with

reasonable advertising and prices then consumers will not think long to make a purchase of

the product (Kotler & Armstrong, 2012).

According to Kotler & Armstrong (2012) the meaning of product quality is "the ability of a

product to perform its functions, it includes the product's overall durability, reliability,

precision, ease of operation and repair, and other valued attributes" in demonstrating its

function, it includes overall durability, reliability, accuracy, ease of operation and product

reparation as well as other product attributes.

Product quality is shaped by several indicators such as ease of use, durability, functionality

clarity, product size diversity, and others. (Kotler, 2009)

Consumers always make an assessment of the performance of a product, this can be seen

from the ability of the product to create quality products with all the specifications that can

attract consumers to make purchases of these products.

Based on the above discussion can be said that the quality of a given product can influence

consumer purchasing decisions to the products offered.

c) Product Quality Dimensions

According to Vincent Gaspersz in Alma (2011) product quality dimensions consist of:

1) Performance (performance), namely the principal operating characteristics of the

core product.

2) Additional features or features, ie secondary or complementary characteristics.

3) Reliability, which is less likely to be damaged or failed to use

4) Compatibility to specification (conformance to specification), ie the extent to

which design and operation characteristics meet predetermined standards.

5) Durability, which is related to how long the product can continue to be used.

6) Serviceability, including speed, competence, convenience, easy to repair,

handling satisfactory complaints.

7) Aesthetics, namely the appeal of the product to the five senses.

21

2.7 Previous Researches

Table 2.1 Previous Researches

Author Article’s Title Variable Result

Denny Saputra,

Handoyo Djoko

Waluyo & Sari

Listyorini (2014)

Effect Of Product

Quality, Promotion,

And Brand Image On

Purchase Decision

Of Nike Sports

Shoes (Case Study

On S1 Fisip Undip

Students)

- Product

Quality

- Promotion

- Brand

Image

- Purchase

Decision

Based on the result, The

results of the calculation

of the determination

coefficient is 0.429. It

shows

that the quality of

product, promotion and

brand image explain

about purchase decision

in 42.9% and

57.1% explained by

other variables that are

not observed.

Dwi Ajeng

Wulandari &

Farah Oktaviani

(2017)

Pengaruh Brand

Image Terhadap

Proses Keputusan

Pembelian Sepatu

Nike (Studi Pada

Mahasiswa Fakultas

Komunikasi dan

Bisnis Telkom

University Bandung)

- Brand

Image

- Purchasing

Decision

Based on the calculation

of coefficient of

determination (R2) can

know the influence of

variable brand image (X)

on Y purchasing decision

process by 60,5% while

the rest equal to 39,5%

influenced by other

factor

Mohamad Yusuf

Farhan (2015)

Analisis Pengaruh

Citra Merek, Desain

Produk, Dan Kualitas

Produk Terhadap

Keputusan

Pembelian Sepatu

Nike

- Brand

Image

- Product

Design

- Product

Quality

- Purchase

Decision

The analysis used

determination coefficient

or R2 test showed that

46.4% purchasing

decision could be

summarized by brand

image, product design,

and product quality and

53.6% purchasing

decision could be

summarized by other

variables which had been

explained by another

factor.

Siti Miftachul

Choiria (2017)

Pengaruh Citra

Merek, Desain

- Brand

Image

- Product

The result shows that

brand image affects the

choice of using. Product

22

Produk dan Harga

Terhadap Keputusan

Penggunaan Sepatu

Nike Pada

Mahasiswa Fakultas

Ilmu Keolahragaan

Universitas Negeri

Surabaya

Design

- Product

Price

design affects the

choice of using. Price

affects the choice of

using. Brand image,

product design and price

affects the choice of

using.

Source: Author’s Documentation

2.8 Research Gap

Denny Saputra, Handoyo Djoko Waluyo & Sari Listyorini (2014), they looking for the

Effect Of Product Quality, Promotion, And Brand Image On Purchase Decision Of Nike

Sports Shoes (Case Study On S1 Fisip Undip Students). The purpose of this study is to

analysing the purchase decision. Sources of data obtained from the spread of questionnaires

to S1 Fisip Undip Students, observation, internet and literature study. Data analysis used in

the form of Type of research used in this research is explanatory research. Population from

this research is FISIP University student of Diponegoro University. The sample in this study

amounted to 97 respondents by using purposive sampling. Measurement scale used likert

scale. Data analyst technique used in this research use simple and multiple linear regression

analysis with the help of SPSS For Windows.

The decision to purchase Nike sports shoes includes a high category with a percentage of

55.70 percent. Product quality variables, promotions, and brand image are increasingly

appropriate and high decision on the purchase of Nike sports shoes. This means factors of

product quality, promotion, and brand image is the basis of consumer consideration before

deciding to buy shoes Nike sport. This can be seen from the test results coefficient

determination effect of product quality, promotion, and brand image of purchasing decisions

of 0.429 or 42.9 percent.

23

CHAPTER III

RESEARCH METHODOLOGY

3.1 Introduction

In this third chapter, the author describes the theoretical framework, research

framework, operationalization of variables (dimensions, indicators), questionnaire sampling,

and sampling (population, sample size, sampling technique, data collection method, validity

and reliability research.

H1

3 H2

Figure 3.1 Theoretical Framework

Source: Saputra, Handoyo Djoko Waluyo & Sari Listyorini (2014) (Saputra, Djoko, &

Listyorini, 2014)

PROMOTION

(X1)

BRAND IMAGE

(X2)

PRODUCT QUALITY

(X3)

PURCHASE DECISION

( Y1 )

H3

H4

24

Figure 3.2 Research Flow

Source: Sugiyono (2016)

Problem Statement

Literature Review

Pre-Test Questionnaire

Final Questionnaire

Validity

Result and

Recommendation

Reliability

Data Analysis and

interpretation

Data Collection

YES

YES

NO

NO

REMOVE

REMOVE

25

3.2 Sampling Design

Independent Variables (Independent Variables)

a) Promotion (X1)

Promotion is a kind of communication activities conducted by the company to

prospective consumers with the aim to explain and convince consumers with the aim

to gain attention, educate, remind and convince potential customers.

Table 3.1 Dimensions of Promotion

Variable Dimension Indicator Statements

Promotion

Advertising Electronic 1

Social Media 2

Selling Promotion Coupoun 3

Events and

Experiences

Sport 4

Music 5

(Public Relation) External Consumer 6

Direct Marketing E-mail 7

Internet 8

Interactive Marketing Company’s Special

Program 9

Personal Selling Presentation 10

Source : Kotler & Keller (2016)

26

b) Brand Image (X2)

Brand image is a unique kind of association that a marketer wants to create or

maintain in order to remember a product and can associate with a brand just as when

we think about others.

Table 3.2 Dimensions of Brand Image


Brand Image

(X1)

Corporate Image

Easy to know 11

Easy to remember 12

Ranks at the top 13

Product Image

Has quality 14

Easy to find 15

As needed 16

Consumer Image

Gives the impression of luxury 17

Beneficial to consumers 18

have a certain quality 19

Source : Sulistyari (2012)

27

c) Product Quality (X3)

Product quality is the ability of a product / service in satisfying needs in accordance with

its function, including performance, features, reliability, serviceability and aesthetic

durability.

Table 3.3 Dimensions of Product Quality


Product

Quality

Form

● Product’s size 20

● Product’s physical

structure 21

Product

Characteristics

● a useful complement

to add basic functions 22

● Feature development 23

Performance

● Functional aspects 24

● The main

characteristic that

customers consider in

buying

25

Conformance

● Level of compliance

with specifications

based on customer

wishes

26

● The suitability of

product design

characteristics

27

● Standard quality

characteristics set 28

Source : Kotler (2009)

28

Dependent Variable

a) Dependent Variable (Y) is a variable that affects by free variable. In this study, the

indication of the dependent variable used is the consumer purchase decision is the process of

integrating and combining knowledge to select two or more options, to get the solution of the

problems it faces.

Table 3.4 Dimensions of Purchase Decision

Variables Dimension Indicator Statements

Purchasing

decision

(Y1)

Needs

● The difference

between the real state

and the desired state.

37

Public

● consumer decisions

seek more information 38

● To search for more

information through

mass media or

customer appraisal

organizations.

39

Benefits ● Using information to

evaluate its benefits 40

The Attitude of Others

● Purchase decisions in

which the consumer

gets recommendations

from others.

41

Satisfaction

● satisfaction or

dissatisfaction they

feel.

42

Source : Kotler & Keller (2012)

29

3.3 Research Instruments

1) Population

The population in this study is the students of President University Faculty of

Management who is a consumer of Nike products. According (Sugiyono, 2016)

"population is a generalization region consisting of objects or subjects that have

certain qualities and characteristics set by the researchers to be studied and then

drawn conclusions.

2) Sample

According to (Sugiyono, 2016), "the sample is part of the number and characteristics

possessed by the population". Where the researcher uses sample size determination by

using solvin formula. The sample that used are the students of Management Study

Program of President University.

n =

Annotation :

n = Number of Sample

N = Number of Population

e = Constants (the percentage of the standard error rate that can be tolerated for a sampling, in

this case using a 10% error rate).

Using the slovin formula can be determined the number of samples used in the study as

follows:

n =

( ) = 86 persons

Thus the number of samples used is as much as 90 Customers.

30

Sampling technique is a sampling technique. to determine the sample to be used in the study,

there are various sampling techniques used (Sugiyono, 2016). Sampling technique used is

non-probability sampling technique with simple random sampling.

3. Collecting Data Methods

The most basic data collection techniques were conducted in this research are:

Questionnaire

Questionnaire is a data collection technique that is done by giving a set of questions or

questions written to the respondent to answer. Likert scale is used to measure attitudes,

opinions, and perceptions of a person or group about social (Sugiyono, 2016).

Table 3.5 Likert Scale 5 Poin

Source: Sugiyono (2016)

3.4 The Design of Analysis

3.4.1 Pretest

Validity Test

Validity test is used to measure the degree in which the test composed for the research or

other measuring device is actually measuring what the researcher wants to measure

(Lawrence S. Meyers Glenn C. Gamst, 2013). There are two results from validity test result,

the first one is valid when respondents are well understood about the questions and answered

them in accordance to what the researcher have intended, and invalid when the respondents

are misunderstood the questions that lead them to answered the questions in a way that was

not supposed to be (Greener, 2008). In this particular research, the researcher using validity

test to filter the composed questionnaire, where the statements that 27 measured as invalid

were eliminated from the constructed questionnaire that later distributed to the respondents.

Answer Value

Very Agree 5

Agree 4

Doubtful 3

Disagree 2

Very Disagree 1

31

Pearson Product Moment (PPM) which developed by Karl Pearson is a statistic tool that used

to measure the correlation between variables where data should be in the form of intervals or

ratios. It is symbolized by r when measured in sample and ρ when measured in population.

The value of PPM is in between -1 ≤ r ≤ 1. If the result of r is 0, it means that there is no

correlation between measured variables. While positive (+) and negative (-) symbols show

the correlation direction of the variables (Lane, 2009). Below is the formula of Pearson

Product Moment in statistic:

Source: (Lane, 2009)

Where:

n = The number of paired observation

r = Pearson r correlation coefficient

Σx = The sum of x-values

Σy = The sum y-values

Σx² = The sum of squared x-values

Σy² = The sum of squared y-values

Σxy = The sum of x-values and y-values

Validity test was done by distributed questionnaires to 30 sample respondents in pretest stage

of the research, which then computed using SPSS version 24.0. In order to determine whether

the statement is valid or invalid is by comparing the correlation value of the item to the r-

value in distribution table, where degree of freedom (df) is equal to sample size (N) minus 2.

So, if N = 30, then df is 28, and the r-value will be equal to 0.361. The statement with

correlation higher than 0.361 measured as valid, and the one that lower will be measured as

invalid.

32

Reliability Test

According to (Sugiyono, 2016), a reliable instrument means an instrument that if being used

multiple times to measure the same object, will produce the same data. In the reliability test,

Questionnaires will be used if someone responds to the statement consistently stable. SPSS

provides facilities to measure reliability with Cronbach Alpha (α) statistical tests. To

determine whether or not a reliable instrument, use limitation 0.5, reliability bellow 0.6 is

unacceptable, 0.7 is acceptable, and greater than 0.8 is good.

The formula of reliability test is as follow:

Source: Saputro (2017)

Where:

α = cronbach alpha

k = the number of items

∑ Si2 = total variance of each instruments

Sx2 = variance of the entire items

Table 3.6 Cronbach’s Alpha Internal Consistency

Source: Stephanie (2014)

Cronbach’s Alpha Internal Consistency

α ≥ 0.9 Excellent

0.8 ≤ α < 0.9 Good

0.7 ≤ α < 0.8 Acceptable

0.6 ≤ α < 0.7 Questionable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

33

3.4.2 Multiple Regression

1. Normality Test

Normality test is used to test the independent variable (X) and the dependent variable (Y) on

the resulting regression equation, whether the data are normally distributed or not distributed

normally. Normality test performed using the histogram chart and P-P plots to test the

regression model residuals. The normality test is to find out whether each variable is

normally distributed or not. (Sujarweni, 2015).

To see whether the residual values are normally distributed or not, a good regression model is

to have a normally distributed residual value. The data normality test can be done one sample

kolmogorov- smirnov test. The test criteria at the real level of 0.05. In explaining output test

of normality, there are decision-making guidelines:

Sig value. or significant or probability value <0.05, the distribution is not normal.

Sig value. or significant or probability value> 0.05, the distribution is normal.

with the following formula:

Y = βo+ β1X1+ β2X2+β3X3+e

3.4.3 Classical Assumption

2. Multicolinearity Test

To see whether or not there is a high correlation between independent variables in a multiple

linear regression model. If there is a high correlation between the independent variables, then

the relationship between independent variables with dependent variables become disrupted.

Detection of presence or absence of multicollinearity that is by analyzing the value of

tolerance and the value of Variance Inflation Factor (VIF). If the value of torelance is> 0.10

or equal to VIF value> 10, then the model is freed from multicolinearity.

3. Heteroscedasticity Test

To see whether there are inequality variance from one residual to another. An eligible

regression model is that there is a similarity of variance from one observational residue to

another fixed observation or called homoscedasticity. one way to detect heteroscedasticity is

to look at the scatterplots of residuals graph. If the regression graph scatterplots of residuals

do not form a certain pattern (wavy, widened, then narrowed, polalinear or quadratic nature

regression assumption heteroskedastisitas not happen.

34

3.4.4. Hypothesis Testing

Quantitative Data Analysis

To analyze the data is to test the research hypothesis of:

H1: There is a significant influence between the Promotion of Consumer Buying Decision

PT. Nike Indonesia.

H2: There is a significant influence between Brand Image on Consumer Purchasing Decision

PT. Nike Indonesia

H3: There is a significant influence between Product Quality to Consumer Buying Decision

PT. Nike Indonesia

H4: There is a significant influence between Promotion, Brand Image, Product Quality to

Consumer Buying Decision PT. Nike Indonesia.

1) Determinant Coefficient or Determinant Coefficient

with the following formula:

KD = r2 x 100%

Information:

KD = coefficient of determinant

r2 = square of the correlation coefficient

1) Test the hypothesis with analysis of variance (Anova), with the following formula:

Source : Sugiyono (2016)

Information :

t = t test

r = correlation coefficient

n = number of sample

Used to determine whether the independent variable (independent) significant or not

significant to the dependent variable (dependent) partially (individually in each variable).

Significant test (t)

35

1) If p-value < t table, then Ho accepted and Ha rejected which means the relationship is not

significant.

2) If p-value > t table, then Ho is rejected and Ha accepted which means significant

relationship.

Determinant Coefficient, With the formulas as follows:

KD = R2

X 100 %

Information:

KD = coefficient of determinant

R2 = the square of the correlation coefficient

To find out how much the relation of contribution or contribution given by variable x is

variable Y (in%).

Information :

Y = Purchasing Decision

a = constants

b1 = regression coefficient variable x1



X1 = Promotion

X2 = Brand Image

X3 = Product Quality

n = total population

To find out how much influence given by variable X to variable Y.Test hypotensis with f

arithmetic, with testers α = 0.05, with the following formula:

Sourcer : (Sugiyono, 2016)

Information :

R2 = Coefficient of determination

36

K = Number of independent variables

n = Population

The statistical test F basically indicates whether all independent variables have a mutual

influence on the dependent variable.

Significant test (F)

If p-value > F table then, Ha is accepted and Ho is rejected which means the relationship is

not significant.

If p-value <F table then. Ha rejected and Ho accepted which means significant relationship.

37

CHAPTER IV

RESULTS AND DISCUSSIONS

4.1 Descriptive Analysis

Respondent Profile

In this study, respondents' profiles were collected through a questionnaire to gain insight into

characteristics of the respondents. Respondent data is divided into four categories, such as

gender, how many Nike’s Shoes products owned, other brand of sport shoes owned, and how

long since the respondent bought the Nike’s shoes products.

Gender

The researcher has been distributed the questionnaires to 90 respondents. The result can be

seen from figure 4.1 below, there are 42 female and 48 male respondendst, which means

male are the majority who answered the questionnaire

Figure 4.1 Grouping Respondents based on Gender

Source: Primary data; constructed by researcher

38

Number of Nike’s Products Owned

The second category of the respondent profile is the Number of Nike’s Products owned by

the respondents. Most of them respondents, which is 37.8% (34 respondents) owned at least

two Nike’s Products, mean while the second most of them which is 26.7% (24 respondents)

are have only one Nike’s Product, the third one is 21.1% (19 respondents) owned 3 Nike’s

Products, and the fourth is 14.4% (13 respondents) have more than 4 (four) Nike’s Products.

From the above the results can be concluded that most of the respondents own at least two

Nike’s Shoes Products The range of age can be seen in figure 4.2 below:

Figure 4.2 Grouping Respondents based on Nike’s Products Owned


Sport shoes brands owned Besides Nike

The third category of the respondent profile is the Sport shoes brands owned Besides Nike

owned by the respondents. Most of them respondents, which is 68.9% (62 respondents)

owned Adidas Products, mean while 57.8% (52 respondents) are have Puma Products, the

third one is 44.4% (40 respondents) owned Reebok Products, the fourth is 26.7% (24

respondents) have League products. From the above the results, it can be concluded that

Adidas’ products owned by the most respondents in figure 4.2 below:

39

Figure 4.3 Grouping Respondents based on brands owned Besides Nike


The period of The Nike’s Shoes products has been owned

The fourth category of the respondent profile is The period of The Nike’s Shoes products has

been owned by the respondents. Most of them respondents, which is 42.2% (38 respondents)

owned Nike’s shoes products for 1 to 3 years, mean while the second most is 35.6% (32

respondents) owned Nike’s shoes products for 4 until 6 years, the third one is 14.4% (13

respondents) owned Nike’s shoes products for 0-1 year only, the fourth is 7.8% (7

respondents) owned Nike’s shoes products for more than six years. From the above the

results, it can be concluded that most of the respondents has been owned Nike’s shoes

products for more than one year the figure can be seen on figure 4.2 below:

Figure 4.4 Grouping Respondents based on the period of The Nike’s Shoes products has

been owned


40

4.2 Pre-Test Validity Test

The researcher spread the questionnaires to 30 respondents for the pretest. The r-table were

used to determine the validity of each statement in the questionnaires. The validity of each

statement can be done by comparing the r-value with the r-table. A valid item if r is larger

than r-table. Otherwise, if r is lower than r-table, the item is invalid and should be removed

from the questionnaire.

By using significant level, (α) = 5% for two-tailed and n= 30 (researcher used 30 respondents

as the sample pre-test), the deaf will be:

Df = n – 2 = 30 – 2 = 28

So, the researcher uses R-table to determine the validity of each statement that has to be more

than 0.361 (based on appendix IV). The result is shown in Table:

Variables Items R

compute

r

table Result

Promotion

PR1 0.562 0.361 Valid

PR2 0.148 0.361 Invalid

PR3 0.716 0.361 Valid

PR4 0.483 0.361 Valid

PR5 0.671 0.361 Valid

PR6 0.555 0.361 Valid

PR7 0.699 0.361 Valid

PR8 0.513 0.361 Valid

PR9 0.672 0.361 Valid

PR10 0.654 0.361 Valid

BI1 0.536 0.361 Valid

BI2 0.294 0.361 Invalid

BI3 0.761 0.361 Valid

Brand BI4 0.107 0.361 Invalid

Image BI5 0.430 0.361 Valid

BI6 0.528 0.361 Valid

BI7 0.420 0.361 Valid

BI8 0.493 0.361 Valid

BI9 0.372 0.361 Valid

Product

Quality

PQ1 0.599 0.361 Valid

PQ2 0.551 0.361 Valid

41

PQ3 0.732 0.361 Valid

PQ4 0.457 0.361 Valid

PQ5 0.505 0.361 Valid

PQ6 0.722 0.361 Valid

PQ7 0.696 0.361 Valid

PQ8 0.700 0.361 Valid

PQ9 0.588 0.361 Valid

Purchase

Decision

PD1 .340 0.361 Invalid


PD3 .393 0.361 Valid


PD5 .500 0.361 Valid

PD6 .462 0.361 Valid

Table 4.1 R-Table of Variables

Source: Data Processing of SPSS 24

Reliability Test

SPSS 24.00 and Microsoft Excel were used to employs and arrange data to tabulate the

Cronbach’s Alpha of the research instruments. The results are as followed:

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha

Based on

Standardized

Items N of Items

,945 ,943 36

Table 4.2 Result of Reliability Test

Source: Data processing result of SPSS 24

The Cronbach's alfa should be more than 0,7 to be considered as reliable. Based on the result

on table 4.2 above, the Cronbach's Alpha is (0.943) > 0.7 which means the researcher’s

questionnaires are reliable.

42

Descriptive Statistics

Descriptive Analysis shows the mean and standard deviation of independent variables

(Promotion, Brand Image, and Product Quality) and the dependent variable (Purchasing

Decision) according to respondent responses. The weighted mean is the most widespread to

find out which variable is the most (and least) dominant from all variables based on mean

value. Standard deviation is a measure of how spreads out number is. The result is shown

table below.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PR_MEAN 90 2,67 5,00 4,0642 ,53895

BI_MEAN 90 2,00 5,00 3,8460 ,54271

PQ_MEAN 90 2,06 4,88 3,8967 ,57448

PD_MEAN 90 2,00 5,00 3,8889 ,63206

Valid N (listwise) 90

Table 4.3 Descriptive Statistics


The table 4.2 shows that the Promotion is the most dominant variable in this research with the

mean value 4.0642 in the category agree followed by Product Quality with the mean value

3.8967 in category agree and Brand Image with the mean value 3.8460 also in category agree.

Therefore, the most dominant variable in term of independent is Promotion with the

minimum value of 2.67 and the maximum value of 5.00 and mean value of 4.0642.

Multiple Regression Analysis

Multiple linear Regressions is the most well-known type of the regression analysis. As a

prescient investigation, in some cases, Multiple Linear Regressions is utilized as a part of this

examination to portray information and to clarify the relationship between one dependent

variable and at least two independent variables.

43

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

T Sig.

Collinearity Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) -,764 ,593 -3,792 ,000

PR_TTL ,440 ,028 ,361 4,975 ,000 ,262 3,819

BI_TTL ,776 ,049 ,652 6,611 ,000 ,142 7,066

PQ_TTL -,040 ,025 ,000 ,001 1,000 ,081 12,331

a. Dependent Variable: PD_TTL

Table 4.4 Result of Multiple Regression


Based on Table 4.4 Coefficient Table, the result of multiple regression analysis will be

interpreted in the standardized form of the equation as follows

Y = -.764 + 0.440 X1 + 0.776 X2 + (-,040) X3

The multiple linear regression models can be interpreted as follows:

a. The coefficient of regression of the variable Promotion (X1) obtained 0.440, it means

that the Promotion has a partial significant influence towards Purchasing Decision

with 0.440 or 44.0% and estimated error is 0.028. If the value of Promotion increased

by 1% while the other variables are considered to be constant, then the Purchasing

Decision variable (Y) will increase as much 44.0%.

b. The coefficient of regression of the variable Brand Image (X2) obtained 0.776, it

means that the Brand Image has a partial significant influence towards Purchasing

Decision with 0.776 or 77.6% and estimated error is 0.049. If the value of Brand

Image increased by 1% while the other variables are considered to be constant, then

the Purchasing Decision variable (Y) will increase as much 77.6%.

c. The coefficient of regression of the variable Promotion (X3) obtained -0.040, it means

that the Product Quality has no partial significant influence towards Purchasing

Decision with -0.040 or -4% and estimated error is 0.028. If the value of Advertising

increased by 1% while the other variables are considered to be constant, then the

Purchasing Decision variable (Y) will increase as much -4%.

44

4.3 Classical Assumption Testing

Normality Test

Normality test is used to test the independent variable (X) and the dependent variable (Y) on

the resulting regression equation, whether the data are normally distributed or not distributed

normally. Normality test performed using the histogram chart and P-P plots to test the

regression model residuals. The normality test is to find out whether each variable is

normally distributed or not (Sujarweni, 2015).

To test the normality of the variables, it can be done by comparing the histogram of the

residual to a normal probability curve. The result of the histogram of the residual should be

bell shape and resembles the normal distribution (Sujarweni, 2015). The histogram in Figure

4.5 below shows the curve was formed a propel bell shape in the center, which means the

data has a normal distribution.

Figure 4.5 Histogram – Normality Test


45

Normality test can also be measured not only by seeing the histogram but also by seeing P-P

plots, If the data spread around the diagonal line and follow the direction of diagonal line

then the data are normally distributed. And if the data does not around the diagonal line and

does not follow the diagonal line then the data are not distributed normally (Sujarweni, 2015).

Figure 4.6 P-P Plot Chart – Normality Test


Figure 4.6 is a P-P plot shows the spread of points around the diagonal line and follow the

direction of the diagonal line. Thus the data are normally distributed and the data in

regression

. Heteroscedasticity can be analyzed from the scatterplot by seeing the spread points.

Multiple model fulfill assumption normally and proper to predict the supplier selection.

Heteroscedasticity Test

Heteroskedasticity test is to determine whether in the regression model there is a variance of

inequality of residual observation with other observations, if the residual variance is one

observation of another different observation which is then called heteroscedasticity

(Sujarweni, 2015)regression is good if there is no heteroscedasticity (Sujarweni, 2015).

46

Figure 4.7 Scatterplot – Heteroscedasticity Test


Based on heteroscedasticity test result on Figure 4.7 above indicates that the points are

scattered and widespread. The point spread above and below the number 0 on the Y axis, so

there is no heteroscedasticity problem and the data in this research is normal and cleared to be

used for the further research proses.

Multicollinearity Test

This test determines to test whether in regression model found the correlation between

independent variables. Good regression model should not occur correlation between

independent variable /independent variable. If the independent variables are correlated, then

this variable not orthogonal. The orthogonal variable is the independent variable of the

correlation value between independent variables equal to zero.

47

Multicollinearity can be indicated for a particular variable if the tolerance value is 0,1 or less

and if the VIF greater than 10 (Sujarweni, 2015). The result of multicollinearity test in this

research is shown in the table as follow:

Coefficientsa

Model


Tolerance VIF

1 (Constant)

PR_TTL ,292 3,427

BI_TTL ,300 3,337

PQ_TTL ,170 5,896


Table 4.5 Result of Multicollinearity Test


From the table 4.4 above, all the variables have tolerance higher than 0.1 and VIF (Variance

Inflation Factor) less than 10 so there is no multicollinearity.

4.4 Hypothesis Test

T-Test

T-Test is utilized to decide the significant impact in partially between every independent

variable (X) and the dependent variable (Y). In this research, the test is used to test the

Promotion, Brand Image, and Product Quality (partially) toward Purchasing Decision.

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

Sig.


B Std. Error Beta Tolerance VIF

1 (Constant) -,764 ,193 ,000

PR_TTL ,440 ,080 ,375 ,000 ,292 3,427

BI_TTL ,776 ,079 ,666 ,000 ,300 3,337

PQ_TTL -0,40 ,121 ,030 ,742 ,170 5,896


Table 4.6 Result of T-Test


48

The requirement value that has to be achieved in this T-Test is the significant has to be <

0.05. The unstandardized coefficients are used to compare each variable between the

regressions. Unstandardized coefficients are the best for comparing two or more variables

that have different measurement unit. In this research, the researcher used unstandardized

coefficients.

a. Promotion

Ho1 = There is no partial significant influence of Promotion towards Purchasing Decision

Ha1 = There is partial significant influence of Promotion towards Purchasing Decision

By using SPSS for variable X1 (Advertising), with significant value 0.000. By using the 0.05

limit, the significant value is less than the significant level of 0.05, which means that Ho1 is

rejected and Ha1 is accepted. Thus, the hypothesis is accepted that there is partial significant

influence of Promotion towards Purchasing Decision.

b. Brand Image

Ho2 = There is no partial significant influence of Brand Image towards Purchasing Decision

Ha2 = There is partial significant influence of Brand Image towards Purchasing Decision

By using SPSS for variable X2 (Personal Selling), with significant value 0.000. By using the

0.05 limit, the significant value is less than the significant level of 0.05, which means that

Ho2 is rejected and Ha2 is accepted. Thus, the hypothesis is accepted that there is partial

significant influence of Brand Image towards Purchasing Decision.

c. Product Quality

Ho2 = There is no partial significant influence of Product Quality towards Purchasing

Decision

Ha2 = There is partial significant influence of Product Quality towards Purchasing Decision

By using SPSS for variable X3 (Product Quality), with significant value 0.742. By using the

0.05 limit, the significant value is more than the significant level of 0.05, which means that

Ho3 is accepted and Ha3 is rejected. Thus, the hypothesis is rejected that there is partial

significant influence of Product Quality towards Purchasing Decision.

49

F-Test

F-Test is used as a tool to determine whether the independent variables have a significant

result on dependent variable together. The hypothesis can be explained as follows. The

acceptance or rejection of hypothesis is described as when Significant value < 0.05, then the

Ho rejected and Ha accepted.

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 31,357 3 10,054 214,078 ,000b

Residual 4,199 86 ,049

Total 35,556 89


c. Predictors: (Constant), PQ_TTL, PR_TTL, BI_TTL

Table 4.7 Result of F-Test


Hypothesis:

Ho4: There is no togetherness significant influence of Promotion, Brand Image, And Product

Quality towards Purchasing Decision.

Ha4: There is togetherness significant influence of Promotion, Brand Image, And Product

Quality towards Purchasing Decision.

The requirement value that has to be achieved in this F-test is the significance value has to be

< 0.05. From the result in Table 4.6, it shows the significance value is 0.000 which is less

than 0.05. Meaning that there is togetherness significant influence of independent variables

(Promotion, Brand Image, And Product Quality) towards dependent variable Purchasing

Decision.

50

4.4.3 Coefficient of Determination

The Coefficient of Determination was essentially measured how far the ability of the model

(Promotion, Brand Image, and Product Quality) to explain the dependent variable

(Purchasing Decision). The Coefficient of determination shown in the table below:

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate Durbin-Watson

1 ,939a ,882 ,878 ,22096 1,371

a. Predictors: (Constant), PQ_MEAN, PR_MEAN, BI_MEAN

b. Dependent Variable: PD_MEAN

Table 4.8 Coefficient of Determination


From the table 4.7 above, the adjusted R square is equal to .878 or 87.8%. This means, there

is 87.8% of independent variables (Promotion, Brand Image, and Product Quality) that affect

the dependent variable (Purchasing Decision) together. On the other hand, the rest 12.2% of

Purchasing Decision is influenced by others variables which are not examined in this

research.

4.5 Interpretation of Result

In this part of the research, the researcher will explore the further meaning of the numerical

value, accepted hypotheses and the actual phenomena that happen on each independent

variable towards dependent variable partially and togetherness in conformation with the

Theoretical Framework in CHAPTER II.

The Influence of Promotion (X1) on Purchasing Decision (Y)

Hypothesis 1 testing result displayed that advertising variable gives influence towards

Purchasing Decision of Nike’s products. The significance level of this variable is 0.000

which is below the researcher level of confidence 0.05. Furthermore, the beta coefficient of

advertising is a positive mark at 0.440 means that If the value of Advertising increased by

1%, then the Purchasing decision variable will also increase by 44.0 %. This implies that the

Promotion is a positive and significant variable that can influence the Purchasing Decision of

Nike’s Products.

51

The results of this study in accordance with research conducted by Jilly Bernadette Mandey

(2013) states that the results of Promotion research have a positive and significant impact on

Purchase Decision. And also Dian Kemalasari (2016) that has the same result.

The Influence of Brand Image (X2) on Purchasing Decision (Y)

Hypothesis 2 testing result displayed that Personal Selling variable gives influence towards

Purchasing Decision of Nike’s Products. The significance level of this variable is 0.000

which is below the researcher level of confidence 0.05. Furthermore, the beta coefficient of

Personal Selling is a positive mark at 0.776 means that If the value of Personal Selling

increased by 1%, then the Purchasing Decision variable will also increase by 77.6%. This

implies that the Brand Image is a positive and significant variable that can influence the

Purchasing Decision of Nike’s Product.

The results of this study in line with research conducted by Hendra Niky Andrianto, Idris

(2013) states that the results of Brand Image research have a positive effect on Purchase

Decision. And also research conducted by Dian Kemalasari (2016).

The Influence of Product Quality (X3) on Purchasing Decision (Y)

Hypothesis 3 testing result displayed that Product Quality variable did not gives influence

towards Purchasing Decision of Nike’s Products. The significance level of this variable is

0.742 which is above the researcher level of confidence 0.05. Furthermore, the beta

coefficient of Product Quality is a positive mark at -.040 means that If the value of Product

Quality increased by 1%, then the Purchasing Decision variable will also increase by 4.0%.

This implies that the Product Quality is a negative and not significant variable that cannot

influence the Purchasing Decision of Nike’s Products.

The results of this study are in line with research conducted by Muhammad Al'dino Sobo

Harsono (2018) which shows that the quality of the product does not affect the purchase

decision of certain circles.

The Influence of Promotion, Brand Image, And Product Quality on Purchasing

Decision

52

Hypothesis 3 testing result displayed that all those independent variables together have a

positive and significant impact on the dependent variable. It was proven by the significance

value 0.000 which is less than 0.05.

The Coefficient of Determination has a value 0.878. This means, there is 87.8% of

Purchasing Decision that can be explained by independent variables (Promotion, Brand

Image, and Product Quality). The rest 12.2% are influenced by other factor exclude variable

in this research such as word of mouth and perceived quality.

53

CHAPTER V

CONCLUSION AND RECOMMENDATION

\

5.1 Conclusion

The purpose of this research is to identify whether there is the correlation between three

independent variables (Promotion, Brand Image, and Product Quality) towards Purchasing

Decision of Nike’s Product. This chapter outlines for main conclusions drawn from

statements of the problems through several tests such as Classical Assumptions, Multiple

Regression, T-Test, F-Test and The Coefficient of Determination.

According to the analysis and interpretation of Chapter IV, it can be concluded that:

1. There is partial significant influence of Promotion towards Purchasing Decision, which

means in partial Promotion does influence the Purchasing Decision and makes people

taking decision in buying Nike’s shoes products.

2. There is partial significant influence of Brand Image towards Purchasing Decision,

which means in partial Brand Image does influence the Purchasing Decision and makes

people in buying Nike’s shoes products Nike’s Product.

3. There is no partial significant influence of Product Quality towards Purchasing Decision,

which means in partial Product Quality does not influence the Purchasing Decision and

makes people in buying Nike’s shoes products Nike’s Product.

4. There is togetherness significant influence of Promotion, Brand Image, and Product

Quality towards Purchasing Decision of Nike’s Product.

54

5.2 Recommendation

1. Theoretical

For Writers/Researchers

Future writers/researchers are expected to examine other variables outside the variables that

have been examined in this research. So, it can be obtained the results that can help to

develop the Nike’s Product or other sport shoes brands and also expected to be done by

taking respondents from a different perspective and add other attributes and using different

methods and also use the more complex method as a benchmark for this research. And also

advised to examine other brands especially the main rival of Nike itself, so that there will be

comparisons between Nike and others.

For the company

Based on the detailed analysis of this study, Promotion, Brand Image, and Product Quality

have significantly influence Purchasing Decision of Nike’s Product. Therefore, Nike’s

Product needs to focus on these promotion strategies in order to make people aware and

develop the Nike’s Product.

2. Practical

For the company

Researcher intends to recommend few improvements on Nike, which is: Nike’s Product

should further enhance their Promotion in the upcoming events like Asian Games 2018.

Adding other types of Promotion such as billboards and banners is also a good option in

hopes of reaching more people. Conducting more events that makes people more have

consciousness in Brand Image of Nike Do more frequent updates on nowadays promotion

platforms such as social media and also improve the quality of content on social media to

grab more public attention.

For consumers

Researcher intends to recommend the consumers of Sport Shoes, especially Nike’s products

to more consider their satisfactory and benefits that they get when they purchase the sport

shoes, and the decision could be determined by the promotion and the brand image of the

sport shoes. Which means that if the promotions and the brand image is in a good rate, there

are major effect towards the purchase decision of sport shoes consumers.

55

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Kotler, P. (2009). Marketing Management 13th Edition. Pearson.

Kotler, P. & Armstrong, G. (2012). Principles of Marketing 14th Edition. Prentice Hall.

Kotler, P., & Keller, K. (2016). Marketing Management 15th Edition. Pearson.

Madura, J. (2010). Introduction to Business 5th Edition. PARADIGM PUBLISHING INC

(MINN).

Sadono, S. (2010). Makro Ekonomi: Teori Pengantar. Jakarta: Rajawali Pers.

Sangadji, E., & Sopiah. (2013). Perilaku Konsumen: Pendekatan Praktis Disertai: Himpunan

Jurnal Penelitian. Yogyakarta: Penerbit Andi.

Schiffman, L., & Wisenblit, J. (2014). Consumer Behavior 11th Edition. Pearson.

Setiadi, N. J. (2013). Perilaku Konsumen Edisi Revisi. Jakarta: Kencana Prenada Media.

Setiawan, H., & Lestari, S. (2011). Perdagangan Internasional. Yogyakarta: Pustaka

Nusantara.

Sugihariani. (2012). Jurnal Ekonomi Modernisasi. Jurnal Ekonomi Modernisasi.

Sugiyono. (2016). Metode Penelitian Manajemen. Bandung: Alfabeta.

Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis Ekonomi. Yogyakarta:

PustakaBaruPress.

Supranto, J., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran. Jakarta:

Mitra Wacana Media.

Tjiptono, F. (2014). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Journals

Choiria, S. M. (2017). Pengaruh Citra Merek, Desain Produk dan Harga Terhadap Keputusan

Penggunaan Sepatu Nike Pada Mahasiswa Fakultas Ilmu Keolahragaan Universitas

Negeri Universitas Negeri Surabaya.

Farhan, M. Y. (2015). Analisis Pengaruh Citra Merek, Desain Produk, Dan Kualitas Produk

Terhadap Keputusan Pembelian Sepatu Nike.

Saputra, D., Djoko, H., & Listyorini, S. (2014). Effect of Product Quality, Promotion, and

Brand Image on Purchase Decision of Nike Sports Shooes (Case Study on S1 Fisip

Undip Students).

56

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Minat Beli Produk Oriflame.

Wulandari, D. A., & Oktaviani, F. (2017). Pengaruh Brand Image Terhadap Proses

Keputusan Pembelian Sepatu Nike (Studi Pada Mahasiswa Fakultas Komunikasi dan

Bisnis Telkom University Bandung).

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BAPPENAS. (2017, August 16). Rencana Pembangunan Jangka Menengah Nasional

(RPJMN) 2015-2019. Dipetik March 16, 2018, dari Kementerian PPN/Bappenas:

https://www.bappenas.go.id/id/data-dan-informasi-utama/dokumen-perencanaan-dan-

pelaksanaan/dokumen-rencana-pembangunan-nasional/rpjp-2005-2025/rpjmn-2015-

2019/

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bisnishack.com: http://www.bisnishack.com/2014/07/25-fakta-menarik-tentang-

nike.html

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57

APPENDIX

APPENDIX 1

Questionnaire – Bahasa Version

Responden yang terhormat,

Saat ini saya sedang melakukan penelitian dalam rangka penulisan skripsi sebagai syarat

untuk menempuh ujian akhir program studi S1 Manajemen, Fakultas Bisnis Internasional

President University dengan judul “PENGARUH PROMOSI, BRAND IMAGE, DAN

KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU

NIKE (PENELITIAN TERHADAP MAHASISWA PRESIDENT UNIVERSITY

PROGRAM STUDY MANAGEMENT)”.

Sehubungan penelitian yang saya lakukan, mohon kesediaan Anda untuk membantu

penelitian ini dengan mengisi kuisioner. Mohon kepada Anda untuk memberikan jawaban

yang sebenar-benarnya. Data dan informasi yang Anda berikan akan dijaga kerahasiaannya

karena penelitian ini dilakukan semata-mata untuk pengembangan ilmu pengetahuan. Atas

kesedian dan bantuan Anda berikan, saya ucapkan terima kasih.

Hormat Saya,

Gilang Wahyu

014201400058

A. DATA RESPONDEN

Berilah tanda check list () pada salah satu kolom yang telah disediakan.

1. Jenis Kelamin

Laki-laki Perempuan

2. Jumlah Produk Nike Yang Dimiliki

1 10-3 3

2 > 4

3. Brand sepatu olahraga yang pernah dimiliki selain Nike

Adidas Puma

58

Reebok League

Lainnya

4. Jangka waktu produk Nike yang telah dimiliki

0-1 Tahun 1-3 Tahun

4-6 Tahun >6 tahun

B. PETUNJUK PENGISIAN KUSIONER

Berilah tanda checklist () pada salah satu kolom yang telah disediakan sesuai dengan kriteria sebagai berikut : SS = Sangat Setuju S = Setuju RR = Ragu–Ragu TS = Tidak Setuju STS = Sangat Tidak Setuju

Promosi (X1)

NO PERNYATAAN SS S RR TS STS

1 Saya melihat Iklan produk Nike di media elektronik

2 Saya mendapatkan kupon/voucher khusus dari Nike.

3 Saya melihat promosi Nike di acara musik

4 Saya melihat Nike mensponsori suatu acara olahraga atau musik sebagai media promosi produknya.

5 Saya mendapatkan E-mail dari Nike untuk mempromosikan produknya.

6 Saya melihat iklan Nike di halaman internet ketika saya sedang browsing.

7 Saya melihat Nike melakukan quiz interaktif atau give-away secara online untuk mempromosikan produknya

8 Saya mendapatkan penjelasan/presentasi

59

mengenai produk terbaru dari Sales Nike secara langsung

Brand Image (X2)


9 Saya bisa mengenali merk Nike

10 Saya bisa mengingat merk Nike

11 Saya menempatkan merk Nike di peringkat pertama untuk produk sepatu olahraga

12 Produk Nike memiliki kualitas yang sesuai dengan yang diharapkan

13 Produk Nike mudah untuk didapatkan

14 Produk Nike yang tersedia sesuai dengan kebutuhan Saya

15 Saya bangga menggunakan produk Nike

16 Produk Nike bermanfaat untuk kebutuhan Saya

17 Gambaran Merk Nike mencerminkan kualitas produk yang dihasilkan.

Kualitas Produk (X3)


18 Produk Nike memiliki variasi ukuran yang lengkap

19 Produk Nike memiliki bentuk fisik yang menarik

20 Produk Nike memiliki fitur pelengkap untuk menambah fungsi dasar

21 Fitur Produk Nike selalu dikembangkan

22 Teknologi yang diterapkan di Produk Nike meningkatkan performa Produk Nike

23 Teknologi yang diterapkan di Produk Nike meningkatkan performa pengguna

24 Saya melihat Karakteristik Utama produk Nike untuk mempertimbangkan dalam membeli produk

25 Spesifikasi produk Nike sesuai dengan keinginan/ekspektasi saya

26 Desain produk nike sesuai dengan karakteristik fungsi produk yang diproduksi

60

Keputusan Pembelian (Y)


27 Saya mencari lebih banyak informasi tentang produk Nike sebelum memutuskan untuk membeli Produk Nike.

28 Saya menggunakan informasi yang didapat mengenai produk Nike untuk mengevaluasi manfaat dari Produk Nike

29 Saya memutuskan untuk membeli Produk Nike ketika mendapat rekomendasi dari orang lain.

Questionnaire – English Version

Responder,

Currently I am doing research in the framework of writing thesis as a requirement to take the

final exam of the S1 University Management Faculty, International Business School with the

title "EFFECT OF PROMOTION, BRAND IMAGE, AND QUALITY PRODUCTS ON

DECISION PURCHASE OF NIKE SHOE PRODUCT (RESEARCH ON PRESIDENT

UNIVERSITY STUDENTS PROGRAM STUDY MANAGEMENT) ".

In relation to my research, please be willing to help with this research by filling out a

questionnaire. Kindly ask you to give the right answer. The data and information you provide

will be kept strictly confidential as this research is conducted solely for the development of

science. Thank you for your help and support.

Best regards,

Gilang Wahyu

014201400058

61

C. DATA RESPONDENT

Put a check list () on one of the provided fields.

1. Gender

Male Female

1. Number of Nike Items Owned

1 10-3 3

2 > 4

2. Sports shoes brand ever owned besides Nike

Adidas Puma

Reebok League

Lainnya

3. Timed Nike product that has been owned

0-1 Years 1-3 Years

4-6 Years >6 Years

62

C. QUESTIONNAIRE INFRINGEMENT GUIDE

Put a checklist on one of the provided columns according to the following criteria: SS = Strongly agree S = Agree RR = Doubtful TS = Disagree STS = Strongly Disagree

Promotion (X1)


1 I see Nike Product ads in electronic media.

2 I get a special coupon / voucher from Nike.

3 I saw Nike's promotion on music shows.

4 I see Nike sponsoring a sporting event or music as a promotional media for its products.

5 I get E-mail from Nike to promote its products.

6 I saw Nike ads on internet pages while I was browsing.

7 I see Nike doing interactive quiz or give-away online to promote its products.

8 I get an explanation / presentation about the latest product from Sales Nike directly.

Brand Image (X2)


9 I can recognize the Nike brand

10 I can remember the Nike brand

11 I put the Nike brand in the first rank for sports shoes products

12 Nike products are of the same quality as expected

13 Nike products are easy to find

14 Nike products available to suit my needs

15 I am proud to use Nike products

16 Nike products are useful for my needs

17 The Nike Brand description reflects the quality of the product.

63

Product Quality (X3)


18 Nike products have a complete size variation

19 Nike products have an interesting physical shape

20 Nike products have complementary features to add basic functions

21 Nike Product Features are always developed

22 The technology applied in Nike Products improves the performance of Nike Products

23 The technology applied in Nike Products improves the user's performance

24 I see the main characteristics of Nike products to consider in buying the product

25 Nike product specifications in accordance with my wish / expectations

26 The design of the nike product conforms to the characteristics of the function of the manufactured product

Purchase Decision (Y)


29 I am looking for more information about Nike products before deciding to buy Nike Products.

30 I use the information obtained on Nike products to evaluate the benefits of Nike Products

31 I decided to buy Nike Items when I got recommendations from others.

64

APPENDIX 2

Pretest

Respondents PROMOTION TOTAL

PR

Brand Image TOTAL

BI 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9

1 5 5 4 4 4 4 4 4 4 4 42 5 5 4 5 5 5 4 4 4 41

2 3 4 4 3 3 2 2 2 4 4 31 4 5 3 4 4 4 5 5 4 38

3 4 4 2 4 3 4 4 4 4 5 38 4 4 4 4 5 4 4 4 4 37

4 4 4 2 3 3 4 2 5 4 2 33 5 5 5 4 5 4 4 5 4 41

5 4 4 4 4 3 5 4 4 4 4 40 5 5 5 5 5 4 4 4 4 41

6 4 5 4 3 5 5 4 4 5 3 42 5 5 4 4 3 3 5 4 4 37

7 2 4 2 4 3 4 2 2 2 3 28 4 4 4 5 4 4 4 4 4 37

8 4 4 5 4 4 4 4 5 5 4 43 4 4 5 4 4 4 4 4 5 38

9 3 4 4 4 4 4 4 4 4 4 39 4 4 4 4 5 5 5 4 4 39

10 4 5 3 4 3 5 4 5 4 5 42 3 4 4 5 4 5 4 5 4 38

11 4 5 4 5 4 5 4 5 4 5 45 4 5 4 5 4 5 4 5 4 40

12 5 4 5 4 5 4 5 4 5 4 45 5 4 5 4 5 4 5 4 5 41

13 4 4 5 4 4 5 4 4 5 4 43 4 4 4 4 4 4 4 5 5 38

14 4 4 5 5 4 5 4 5 4 5 45 4 5 5 4 4 4 5 5 4 40

15 4 4 1 4 4 4 1 4 4 4 34 3 4 3 4 4 3 4 4 3 32

16 3 4 4 4 3 3 4 5 5 3 38 4 3 4 3 3 5 5 3 4 34

17 3 4 5 4 4 5 5 3 5 5 43 4 4 5 5 3 5 5 4 5 40

18 5 4 3 2 3 1 2 3 4 2 29 3 4 2 5 4 2 4 2 4 30

19 5 5 3 5 4 5 3 5 4 5 44 5 5 5 5 5 5 5 5 5 45

20 5 5 5 5 5 5 5 5 5 5 50 5 5 5 5 5 5 5 5 5 45

21 4 4 3 5 2 3 4 2 4 3 34 4 4 3 5 3 2 4 3 5 33

22 4 5 2 4 3 3 2 4 1 3 31 5 5 3 3 4 3 4 4 4 35

23 3 5 1 3 3 3 1 3 1 3 26 4 4 4 4 4 4 4 4 4 36

24 2 4 2 4 2 4 2 3 2 1 26 5 5 4 4 3 4 4 4 4 37

25 5 5 5 5 4 4 5 4 5 4 46 5 4 5 4 5 4 5 4 5 41

26 5 4 5 4 5 4 5 4 5 4 45 5 4 5 4 5 4 5 4 5 41

27 5 4 5 4 5 4 5 4 5 4 45 5 4 5 4 5 4 5 4 5 41

28 5 4 5 4 5 4 5 4 5 4 45 5 4 5 4 5 4 5 4 5 41

29 3 4 2 2 4 2 5 4 4 2 32 5 5 5 5 4 4 5 4 4 41

30 4 4 3 4 4 5 5 4 5 4 42 5 4 4 5 4 5 4 5 4 40

65

Respondents Product Quality TOTAL

PQ

Purchase Decision TOTAL PD

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

1 5 5 5 5 4 5 5 5 5 44 5 5 4 4 4 4 26

2 4 4 4 4 3 4 4 3 4 34 3 3 4 4 3 4 21

3 4 4 4 4 5 5 4 4 4 38 5 4 4 4 4 4 25

4 5 4 4 5 3 3 4 4 4 36 4 5 4 5 3 2 23

5 4 4 4 4 4 4 4 4 4 36 5 5 4 5 4 5 28

6 4 4 5 4 4 3 4 4 4 36 4 5 4 3 3 4 23

7 4 5 5 4 4 4 4 5 4 39 4 3 5 4 4 4 24

8 5 4 5 5 4 4 5 4 4 40 4 4 4 5 4 4 25

9 5 4 4 4 4 3 3 5 5 37 4 4 4 4 5 5 26

10 5 5 5 4 5 4 5 5 4 42 4 5 5 4 5 5 28

11 5 4 5 4 5 4 5 4 5 41 4 5 4 5 4 5 27

12 5 4 5 4 5 4 5 4 5 41 4 5 4 5 4 5 27

13 5 5 5 4 4 4 4 4 4 39 4 4 4 5 4 5 26

14 5 4 5 5 4 4 5 5 5 42 4 5 4 5 5 4 27

15 4 3 4 3 4 3 4 4 4 33 5 4 4 3 4 4 24

16 3 4 4 3 5 5 4 4 5 37 5 4 5 5 4 5 28

17 4 5 4 5 4 3 3 4 4 36 5 3 3 4 4 5 24

18 4 2 3 2 5 2 1 3 2 24 4 4 2 5 4 2 21

19 5 5 5 5 5 5 5 5 5 45 5 5 5 5 5 5 30

20 5 5 5 5 5 5 5 5 5 45 5 5 5 5 5 5 30

21 5 3 2 5 3 2 4 3 5 32 4 3 5 4 2 4 22

22 3 3 3 3 3 3 3 3 3 27 4 4 4 3 4 4 23

23 4 4 4 4 4 4 4 4 4 36 4 4 4 4 4 4 24

24 4 5 3 4 4 3 4 4 5 36 3 4 3 4 4 4 22

25 5 4 5 4 4 5 4 5 4 40 5 4 5 4 5 4 27

26 5 4 5 4 5 4 5 4 5 41 5 4 5 4 5 5 28

27 5 4 5 4 5 4 5 4 5 41 4 5 4 5 5 4 27

28 5 4 5 4 5 4 5 4 5 41 5 4 5 4 5 4 27

29 5 5 4 5 5 4 5 4 5 42 5 4 4 4 3 3 23

30 5 4 3 5 4 4 4 4 5 38 4 3 4 4 4 5 24

66

Real Test

No

PROMOTION PR

AVERAG

E

BRAND IMAGE BI

AVERAG

E 1 3 4 5 6 7 8 9

1

0 1 3 5 6 7 8 9

1 5 4 4 5 5 4 5 5 5 4,67 4 4 5 4 4 4 4 4,14

2 5 3 4 5 5 4 5 5 5 4,56 4 5 5 4 5 3 4 4,29

3 5 4 4 4 4 4 4 4 5 4,22 4 3 4 4 3 4 5 3,86

4 5 4 5 5 5 5 5 5 5 4,89 4 4 5 4 3 4 4 4,00

5 4 4 5 5 5 4 5 5 4 4,56 5 4 5 4 4 4 4 4,29

6 4 4 5 4 4 5 4 4 4 4,22 4 2 4 4 2 4 4 3,43

7 4 4 5 4 4 5 4 4 4 4,22 4 4 4 4 5 4 4 4,14

8 5 4 4 5 5 3 4 5 5 4,44 1 3 5 4 4 4 5 3,71

9 2 4 4 2 2 4 2 2 2 2,67 4 4 2 4 4 4 4 3,71

10 5 4 4 2 2 4 2 2 2 3,00 4 4 2 4 4 4 4 3,71

11 5 3 4 5 5 4 5 5 5 4,56 4 5 5 4 5 3 4 4,29

12 5 4 4 5 5 4 5 5 5 4,67 4 3 5 4 3 4 5 4,00

13 5 4 5 3 3 5 3 3 3 3,78 4 4 3 4 3 4 4 3,71

14 4 4 5 4 4 4 4 4 4 4,11 5 4 4 4 4 4 4 4,14

15 4 4 5 4 4 5 4 4 4 4,22 4 2 4 4 2 4 4 3,43

16 4 4 5 4 4 5 4 4 4 4,22 4 4 4 4 5 4 4 4,14

17 5 4 4 5 5 3 5 5 5 4,56 1 3 5 4 4 4 5 3,71

18 2 4 4 4 4 4 4 4 4 3,78 4 4 4 4 4 4 4 4,00

19 2 4 4 4 4 5 4 4 4 3,89 4 5 4 4 5 4 5 4,43

20 5 4 4 4 4 5 4 4 5 4,33 5 3 4 4 3 4 5 4,00

21 5 4 5 5 5 4 5 5 5 4,78 5 3 5 5 3 4 4 4,14

22 3 3 3 4 4 3 4 4 4 3,56 4 3 4 3 4 3 3 3,43

23 4 4 3 5 5 4 4 5 5 4,33 4 4 5 3 3 4 3 3,71

24 4 5 4 4 4 5 5 4 5 4,44 5 4 4 5 3 5 4 4,29

25 4 5 5 4 4 5 4 4 4 4,33 5 5 4 5 4 5 3 4,43

26 5 4 4 5 5 4 5 5 5 4,67 5 5 5 3 4 4 4 4,29

27 4 5 3 5 5 4 4 5 4 4,33 5 4 5 5 3 5 5 4,57

28 4 4 4 4 4 4 5 4 5 4,22 4 4 4 4 4 4 3 3,86

29 5 3 3 4 4 4 4 4 4 3,89 5 5 4 4 4 3 4 4,14

30 5 4 4 4 4 5 4 4 4 4,22 5 5 4 5 5 4 5 4,71

31 4 5 5 5 5 5 5 5 5 4,89 4 4 5 4 5 5 4 4,43

32 5 4 4 4 4 4 4 4 5 4,22 4 3 4 4 4 4 3 3,71

33 5 5 5 5 5 5 5 5 5 5,00 5 5 5 4 5 5 5 4,86

34 4 4 5 5 5 4 5 5 4 4,56 4 4 5 3 4 4 4 4,00

35 5 5 4 4 4 5 4 4 4 4,33 5 5 4 4 5 5 5 4,71

36 4 3 4 4 4 4 4 4 4 3,89 4 4 4 3 4 3 3 3,57

37 5 5 4 5 5 5 5 5 5 4,89 5 5 5 5 4 5 4 4,71

38 4 4 4 2 2 4 2 2 2 2,89 4 3 2 3 3 4 4 3,29

39 4 3 5 2 2 4 2 2 2 2,89 3 5 2 5 3 3 4 3,57

67

40 5 4 4 5 5 3 5 5 5 4,56 3 4 5 4 4 4 3 3,86

41 5 5 3 5 5 5 5 5 5 4,78 3 5 5 5 3 5 3 4,14

42 5 4 5 5 5 5 5 5 5 4,89 3 5 5 5 4 4 4 4,29

43 4 2 4 3 3 4 3 3 3 3,22 3 4 3 5 2 2 4 3,29

44 4 3 2 4 4 3 4 4 4 3,56 3 3 4 3 3 3 3 3,14

45 4 1 1 4 4 1 4 4 4 3,00 1 1 4 1 1 1 5 2,00

46 5 5 4 4 4 3 4 4 4 4,11 4 4 4 2 4 5 4 3,86

47 2 5 5 5 5 5 5 5 5 4,67 4 5 5 4 5 5 5 4,71

48 2 5 5 4 4 5 4 4 4 4,11 5 5 4 5 5 5 4 4,71

49 5 4 4 4 4 5 4 4 4 4,22 4 4 4 4 4 4 5 4,14

50 5 4 4 4 4 4 4 4 5 4,22 4 4 4 5 3 4 4 4,00

51 5 4 4 4 4 4 4 4 5 4,22 4 4 4 4 3 4 4 3,86

52 3 4 4 5 5 2 5 5 5 4,22 5 4 5 3 4 4 4 4,14

53 4 3 3 4 4 4 4 4 4 3,78 4 5 4 3 4 3 5 4,00

54 4 3 4 5 5 3 4 5 5 4,22 4 4 5 3 3 3 4 3,71

55 4 4 3 4 4 5 5 4 5 4,22 4 5 4 4 5 4 5 4,43

56 5 3 3 4 4 3 4 4 4 3,78 4 2 4 4 4 3 4 3,57

57 4 4 4 5 5 4 5 5 5 4,56 5 3 5 5 5 4 4 4,43

58 4 3 3 4 4 3 4 4 4 3,67 3 3 4 4 3 3 4 3,43

59 5 4 5 4 4 5 5 4 5 4,56 4 3 4 4 5 4 4 4,00

60 5 5 5 4 4 5 4 4 4 4,44 4 4 4 3 4 5 4 4,00

61 5 4 4 2 2 3 4 2 5 3,44 4 4 2 3 3 4 5 3,57

62 4 4 2 4 4 4 3 4 3 3,56 5 3 4 3 4 4 5 4,00

63 5 4 3 5 5 3 5 5 5 4,44 4 4 5 4 3 4 2 3,71

64 5 2 3 5 5 3 5 5 5 4,22 5 4 5 4 3 2 3 3,71

65 4 3 2 3 3 4 5 3 3 3,33 3 3 3 3 4 3 3 3,14

66 5 4 3 5 5 4 5 5 5 4,56 5 5 5 5 4 4 4 4,57

67 4 3 2 5 5 3 5 5 5 4,11 4 4 5 2 3 3 4 3,57

68 5 2 2 5 5 2 5 5 3 3,78 4 4 5 3 2 2 4 3,43

69 4 2 2 5 5 2 5 5 5 3,89 3 3 5 2 3 2 5 3,29

70 5 1 2 5 5 2 5 5 3 3,67 3 3 5 2 2 1 5 3,00

71 3 4 3 5 5 4 3 5 5 4,11 4 3 5 4 4 4 4 4,00

72 5 5 4 5 5 4 5 5 5 4,78 5 5 5 4 4 5 5 4,71

73 4 3 3 5 5 2 3 5 3 3,67 3 3 5 3 2 3 4 3,29

74 3 3 3 5 5 3 5 5 5 4,11 1 3 5 3 3 3 5 3,29

75 4 3 3 5 5 3 5 5 3 4,00 4 4 5 3 3 3 4 3,71

76 4 5 4 3 3 4 3 3 3 3,56 5 4 3 4 4 5 4 4,14

77 3 2 2 5 5 3 5 5 3 3,67 3 2 5 2 3 2 4 3,00

78 5 1 3 3 3 3 3 3 3 3,00 3 3 3 2 3 1 4 2,71

79 3 2 3 3 3 2 5 3 2 2,89 3 3 3 3 2 2 3 2,71

80 5 3 3 5 5 4 5 5 3 4,22 3 4 5 4 3 3 5 3,86

81 4 3 3 5 5 2 2 5 3 3,56 3 3 5 3 2 3 5 3,43

82 3 3 3 5 5 2 5 5 5 4,00 3 3 5 3 2 3 3 3,14

68

83 5 3 2 5 5 3 5 5 5 4,22 3 3 5 4 3 3 4 3,57

84 3 2 3 3 3 3 5 3 3 3,11 4 2 3 2 3 2 4 2,86

85 3 2 3 5 5 2 5 5 3 3,67 3 3 5 2 3 2 5 3,29

86 3 5 5 5 5 5 5 5 3 4,56 5 5 5 5 5 5 5 5,00

87 4 3 3 5 5 3 5 5 3 4,00 4 4 5 3 3 3 4 3,71

88 4 2 2 5 5 2 5 5 5 3,89 3 3 5 2 3 2 5 3,29

89 4 3 2 3 3 4 5 3 3 3,33 3 3 3 3 4 3 3 3,14

90 4 4 2 4 4 4 3 4 3 3,56 5 3 4 3 4 4 5 4,00

RESPONDENT PRODUCT QUALITY PQ AVERAGE

PURCHASE DECISION

PD AVERAGE

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

1 5 4 4 5 4 4 4 4 5 4,33 4 5 4 4,33

2 5 4 3 5 4 4 5 3 5 4,22 5 5 3 4,33

3 5 4 4 5 4 4 3 4 4 4,11 3 4 4 3,67

4 5 5 4 5 4 5 4 4 5 4,56 4 5 4 4,33

5 4 4 4 4 5 4 4 4 5 4,22 4 5 4 4,33

6 4 5 4 4 4 4 2 4 4 3,89 2 4 4 3,33

7 4 5 4 4 4 5 4 4 4 4,22 4 4 4 4,00

8 5 3 4 5 1 3 3 4 5 3,67 3 5 4 4,00

9 2 4 4 2 4 4 4 4 2 3,33 4 2 4 3,33

10 5 4 4 2 4 4 4 4 2 3,67 4 2 4 3,33

11 5 4 3 5 4 4 5 3 5 4,22 5 5 3 4,33

12 5 4 4 5 4 4 3 4 5 4,22 3 5 4 4,00

13 5 5 4 3 4 5 4 4 3 4,11 4 3 4 3,67

14 4 4 4 4 5 4 4 4 4 4,11 4 4 4 4,00

15 4 5 4 4 4 4 2 4 4 3,89 2 4 4 3,33

16 4 5 4 4 4 5 4 4 4 4,22 4 4 4 4,00

17 5 3 4 5 1 3 3 4 5 3,67 3 5 4 4,00

18 2 4 4 4 4 4 4 4 4 3,78 4 4 4 4,00

19 2 5 4 4 4 4 5 4 4 4,00 5 4 4 4,33

20 5 5 4 5 5 4 3 4 4 4,33 3 4 4 3,67

21 5 4 4 5 5 4 3 4 5 4,33 3 5 4 4,00

22 3 3 3 4 4 4 3 3 4 3,44 3 4 3 3,33

23 4 4 4 5 4 3 4 4 5 4,11 4 5 4 4,33

24 4 5 5 5 5 5 4 5 4 4,67 4 4 5 4,33

25 4 5 5 4 5 4 5 5 4 4,56 5 4 5 4,67

26 5 4 4 5 5 4 5 4 5 4,56 5 5 4 4,67

27 4 4 5 4 5 5 4 5 5 4,56 4 5 5 4,67

28 4 4 4 5 4 3 4 4 4 4,00 4 4 4 4,00

29 5 4 3 4 5 4 5 3 4 4,11 5 4 3 4,00

30 5 5 4 4 5 4 5 4 4 4,44 5 4 4 4,33

31 4 5 5 5 4 5 4 5 5 4,67 4 5 5 4,67

69

32 5 4 4 5 4 4 3 4 4 4,11 3 4 4 3,67

33 5 5 5 5 5 4 5 5 5 4,89 5 5 5 5,00

34 4 4 4 4 4 3 4 4 5 4,00 4 5 4 4,33

35 5 5 5 4 5 4 5 5 4 4,67 5 4 5 4,67

36 4 4 3 4 4 3 4 3 4 3,67 4 4 3 3,67

37 5 5 5 5 5 4 5 5 5 4,89 5 5 5 5,00

38 4 4 4 2 4 4 3 4 2 3,44 3 2 4 3,00

39 4 4 3 2 3 5 5 3 2 3,44 5 2 3 3,33

40 5 3 4 5 3 4 4 4 5 4,11 4 5 4 4,33

41 5 5 5 5 3 5 5 5 5 4,78 5 5 5 5,00

42 5 5 4 5 3 4 5 4 5 4,44 5 5 4 4,67

43 4 4 2 3 3 4 4 2 3 3,22 4 3 2 3,00

44 4 3 3 4 3 3 3 3 4 3,33 3 4 3 3,33

45 4 1 1 4 1 1 1 1 4 2,00 1 4 1 2,00

46 5 3 5 4 4 5 4 5 4 4,33 4 4 5 4,33

47 2 5 5 5 4 5 5 5 5 4,56 5 5 5 5,00

48 2 5 5 4 5 5 5 5 4 4,44 5 4 5 4,67

49 5 5 4 4 4 3 4 4 4 4,11 4 4 4 4,00

50 5 4 4 5 4 4 4 4 4 4,22 4 4 4 4,00

51 5 4 4 5 4 5 4 4 4 4,33 4 4 4 4,00

52 3 2 4 5 5 4 4 4 5 4,00 4 5 4 4,33

53 4 4 3 4 4 4 5 3 4 3,89 5 4 3 4,00

54 4 3 3 5 4 3 4 3 5 3,78 4 5 3 4,00

55 4 5 4 5 4 3 5 4 4 4,22 5 4 4 4,33

56 5 3 3 4 4 3 2 3 4 3,44 2 4 3 3,00

57 4 4 4 5 5 4 3 4 5 4,22 3 5 4 4,00

58 4 3 3 4 3 3 3 3 4 3,33 3 4 3 3,33

59 5 5 4 5 4 4 3 4 4 4,22 3 4 4 3,67

60 5 5 5 4 4 5 4 5 4 4,56 4 4 5 4,33

61 5 3 4 5 4 3 4 4 2 3,78 4 2 4 3,33

62 4 4 4 3 5 4 3 4 4 3,89 3 4 4 3,67

63 5 3 4 5 4 3 4 4 5 4,11 4 5 4 4,33

64 5 3 2 5 5 4 4 2 5 3,89 4 5 2 3,67

65 4 4 3 3 3 3 3 3 3 3,22 3 3 3 3,00

66 5 4 4 5 5 3 5 4 5 4,44 5 5 4 4,67

67 4 3 3 5 4 3 4 3 5 3,78 4 5 3 4,00

68 5 2 2 3 4 3 4 2 5 3,33 4 5 2 3,67

69 4 2 2 5 3 2 3 2 5 3,11 3 5 2 3,33

70 5 2 1 3 3 2 3 1 5 2,78 3 5 1 3,00

71 3 4 4 5 4 3 3 4 5 3,89 3 5 4 4,00

72 5 4 5 5 5 4 5 5 5 4,78 5 5 5 5,00

73 4 2 3 3 3 2 3 3 5 3,11 3 5 3 3,67

74 3 3 3 5 1 5 3 3 5 3,44 3 5 3 3,67

70

75 4 3 3 3 4 3 4 3 5 3,56 4 5 3 4,00

76 4 4 5 3 5 4 4 5 3 4,11 4 3 5 4,00

77 3 3 2 3 3 3 2 2 5 2,89 2 5 2 3,00

78 5 3 1 3 3 2 3 1 3 2,67 3 3 1 2,33

79 3 2 2 2 3 2 3 2 3 2,44 3 3 2 2,67

80 5 4 3 3 3 4 4 3 5 3,78 4 5 3 4,00

81 4 2 3 3 3 2 3 3 5 3,11 3 5 3 3,67

82 3 2 3 5 3 2 3 3 5 3,22 3 5 3 3,67

83 5 3 3 5 3 4 3 3 5 3,78 3 5 3 3,67

84 3 3 2 3 4 3 2 2 3 2,78 2 3 2 2,33

85 3 2 2 3 3 3 3 2 5 2,89 3 5 2 3,33

86 3 5 5 3 5 5 5 5 5 4,56 5 5 5 5,00

87 4 3 3 3 4 3 4 3 5 3,56 4 5 3 4,00

88 4 2 2 5 3 2 3 2 5 3,11 3 5 2 3,33

89 4 4 3 3 3 3 3 3 3 3,22 3 3 3 3,00

90 4 4 4 3 5 4 3 4 4 3,89 3 4 4 3,67

71

APPENDIX 3

R Table

72

APPENDIX 4

T Table

the analysis of purchase decision of

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