brand image thdp kepuasan pelanggan

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KUESIONER

A. Data Responden

1. Profesi anda sekarang : a. Mahasiswa b. Pegawai swasta c. Pegawai negeri d. Wiraswata e. Lain-lain

2. Usia anda sekarang : a. 17-21 tahun

b. 21-30 tahun c. 30-40 tahun d. 41-50 tahun e. >51 tahun

3. Jenis kelamin anda :

a. Laki-laki b. Perempuan

4. Pendidikan terakhir anda :

a. SMU / sederajat b. S1 (Sarjana) / sederajat c. S2 (Magister) d. S3 (Doktor) e. Lain-lain

B. About Sriwijaya Air

Keterangan :

STS : Sangat Tidak Setuju

TS : Tidak Setuju

S : Setuju

SS : Sangat Setuju

2

Variabel (7p) Indikator STS TS S SS

Product

Rute Sriwijaya Air sesuai dengan kebutuhan saya Rute Sriwijaya Air sesuai memberi kemudahan bagi saya untuk bepergian Jadwal penerbangan Sriwijaya Air sesuai dengan kebutuhan saya Jadwal penerbangan Sriwijaya Air memberikan kemudahan bagi saya untuk bepergian

Price

Harga tiket yang ditawarkan Sriwijaya Air sesuai dengan kebutuhan saya Harga tiket yang ditawarkan Sriwijaya Air sesuai dengan kantong saya Harga tiket Sriwijaya Air sebanding dengan jasa yang saya peroleh Harga tiket Sriwijaya Air tergolong murah jika dibandingkan dengan operator lain

Place

Kantor cabang Sriwijaya Air berada di lokasi yang mudah dijangkau Kantor cabang Sriwijaya Air berada di lokasi yang strategis Tiket Sriwijaya Air bisa dibeli melalui website Sriwijaya Air

Tiket Sriwijaya Air mudah untuk didapat

Promotion

Promosi yang diberikan oleh Sriwijaya Air sangat menarik Promosi yang diberikan oleh Sriwijaya Air sangat menguntungkan saya Promosi yang diberikan oleh Sriwijaya Air memberikan manfaat lain bagi saya Saya bersedia memberitahukan promosi yang diadakan oleh Sriwijaya Air kepada teman dan kerabat

People

Staff dan awak kabin Sriwijaya Air sangatlah ramah Staff dan awak kabin Sriwijaya Air sangat membantu saya Staff dan awak kabin Sriwijaya Air berpenampilan bersih Staff dan awak kabin Sriwijaya Air berpenampilan rapi

Process

Proses pembelian tiket Sriwijaya Air sederhana

Sriwijaya Air tepat waktu sesuai dengan jadwalnya Pelayanan yang diberikan Sriwijaya Air selama penerbangan sangat berkesan bagi saya Pelayanan yang diberikan oleh Sriwijaya Air selama saya berada di bandara sangat baik

3

Variabel Indikator STS TS S SS

Physical Evidence

Kabin pesawat Sriwijaya Air bersih dan nyaman Kursi penumpang dalam pesawat Sriwijaya Air cukup lega Ruang tunggu di bandara bersih dan nyaman Makanan yang disajikan dalam penerbangan masih baru dan segar

Kepuasan Pelanggan

Saya puas dengan produk jasa yang diberikan oleh Sriwijaya Air Saya puas dengan harga yang ditawarkan oleh Sriwijaya Air Saya puas dengan pelayanan yang diberikan oleh staff dan awak kabin Sriwijaya Air Saya puas dengan promosi yang ditawarkan oleh Sriwijaya Air Secara keseluruhan saya puas atas kinerja Sriwijaya Air

Ikatan emosional

Sriwijaya Air menjadi pilihan saya dalam merencanakan suatu perjalanan Sejak dulu saya paling suka dengan Sriwijaya Air

Sejak dulu saya percaya dengan Sriwijaya Air

Loyalitas Merk

Saya akan selalu menggunakan Sriwijaya Air Ketika saya akan bepergian, Sriwijaya Air selalu menjadi pilihan utama saya Saya akan selalu merekomendasikan Sriwijaya Air kepada rekan dan kerabat saya

Saya tidak membandingkan Sriwijaya Air dengan airline lainnya

ATTACHMENT B : VALIDITY PRE-TEST RESULT

1. Variable PRODUCT

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V1 8.83 1.623 .474 .241 .884

V2 8.79 .868 .822 .718 .727

V3 8.96 1.172 .721 .523 .779

V4 8.79 .868 .822 .718 .727

2. Variable PRICE


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V5 8.79 1.998 .771 .640 .832

V6 8.88 2.027 .775 .633 .831

V7 8.75 2.109 .609 .376 .899

V8 8.83 2.058 .822 .702 .816

3. Variable PLACE


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V9 9.13 1.245 .518 .770 .620

V10 9.13 1.245 .688 .803 .515

V11 8.92 1.471 .470 .454 .650

V12 8.71 1.520 .315 .265 .744

4. Variable PROMOTION


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V13 8.38 3.636 .859 .899 .934

V14 8.33 3.623 .891 .915 .926

V15 8.25 3.239 .913 .897 .918

V16 8.17 3.536 .833 .850 .942

5. Variable PEOPLE


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V17 9.50 2.174 .956 . .963

V18 9.50 2.174 .956 . .963

V19 9.58 2.167 .894 . .981

V20 9.54 2.259 .951 . .965

6. Variable PROCESS


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V21 8.25 2.283 .317 .128 .788

V22 8.50 1.043 .709 .536 .568

V23 8.33 1.275 .629 .428 .618

V24 8.54 1.563 .602 .402 .643

7. Variable PHYSICAL EVIDENCE


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V25 8.29 4.042 .524 .472 .855

V26 8.38 2.853 .745 .682 .754

V27 8.67 2.406 .661 .526 .834

V28 8.17 3.014 .892 .824 .709

8. Variable CUSTOMER SATISFACTION


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V29 11.67 1.536 .414 .533 .783

V30 11.54 1.042 .684 .483 .696

V31 11.63 1.375 .478 .501 .766

V32 11.75 1.239 .616 .448 .721

V33 11.75 1.239 .616 .570 .721

9. Variable EMOTIONAL BONDING


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V34 3.04 .476 .920 .846 .

V35 3.04 .563 .920 .846 .

10. Variable BRAND LOYALTY


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

V36 5.67 2.493 .966 . .933

V37 5.67 2.493 .966 . .933

V38 5.58 2.428 .878 . 1.000

ATTACHMENT C : REABILITY PRE-TEST RESULT

1. Variable PRODUCT

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.839 .846 4

2. Variable PRICE


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.879 .883 4

3. Variable PLACE


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.702 .708 4

4. Variable PROMOTION


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.947 .948 4

5. Variable PEOPLE


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.975 .976 4

6. Variable PROCESS


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.738 .741 4

7. Variable PHYSICAL EVIDENCE


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.835 .859 4



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.782 .778 5



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.956 .958 2



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.970 .971 3

ATTACHMENT D : VALIDITY TEST USING FACTOR ANALYSIS 1. Variable MARKETING MIX

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity Approx. Chi-Square 656.017

df 1 Sig. .000

Anti-image Matrices

PPL PRC

Anti-image Covariance PPL .012 -.012

PRC -.012 .012 Anti-image Correlation PPL .500a -.994

PRC -.994 .500a a. Measures of Sampling Adequacy(MSA)

Communalities

Initial Extraction

PPL 1.000 .997 PRC 1.000 .997 Extraction Method: Principal Component Analysis.

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 1.994 99.706 99.706 1.994 99.706 99.706 2 .006 .294 100.000 Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1

PPL .999 PRC .999 Extraction Method: Principal Component Analysis.


KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .739 Bartlett's Test of Sphericity Approx. Chi-Square 356.809

df 10 Sig. .000

Anti-image Matrices

CS1 CS2 CS3 CS4 CS5

Anti-image Covariance CS1 .501 -.144 -.140 -.009 -.058

CS2 -.144 .578 -.146 -.170 .100

CS3 -.140 -.146 .355 .066 -.182

CS4 -.009 -.170 .066 .497 -.227

CS5 -.058 .100 -.182 -.227 .336 Anti-image Correlation CS1 .858a -.267 -.333 -.018 -.141

CS2 -.267 .742a -.321 -.316 .227 CS3 -.333 -.321 .737a .158 -.528 CS4 -.018 -.316 .158 .707a -.555 CS5 -.141 .227 -.528 -.555 .679a

a. Measures of Sampling Adequacy(MSA)

Communalities

Initial Extraction

CS1 1.000 .646 CS2 1.000 .518 CS3 1.000 .738 CS4 1.000 .562 CS5 1.000 .706 Extraction Method: Principal Component Analysis.


Component



1 3.170 63.408 63.408 3.170 63.408 63.408 2 .707 14.135 77.544 3 .575 11.503 89.047 4 .358 7.155 96.203 5 .190 3.797 100.000 Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1

CS1 .804 CS2 .720 CS3 .859 CS4 .750 CS5 .840 Extraction Method: Principal Component Analysis. a. 1 components extracted. 3. Variable EMOTIONAL BONDING

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity Approx. Chi-Square 30.506

df 1 Sig. .000

Anti-image Matrices

EB1 EB3

Anti-image Covariance EB1 .813 -.351

EB3 -.351 .813 Anti-image Correlation EB1 .500a -.432

EB3 -.432 .500a a. Measures of Sampling Adequacy(MSA)

Communalities

Initial Extraction

EB1 1.000 .716 EB3 1.000 .716 Extraction Method: Principal Component Analysis.


Component



1 1.432 71.612 71.612 1.432 71.612 71.612 2 .568 28.388 100.000 Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1

EB1 .846 EB3 .846 Extraction Method: Principal Component Analysis. a. 1 components extracted.


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .500 Bartlett's Test of Sphericity Approx. Chi-Square 175.205

df 1 Sig. .000

Anti-image Matrices

BL1 BL2

Anti-image Covariance BL1 .305 -.254

BL2 -.254 .305 Anti-image Correlation BL1 .500a -.834

BL2 -.834 .500a a. Measures of Sampling Adequacy(MSA)

Communalities

Initial Extraction

BL1 1.000 .917 BL2 1.000 .917 Extraction Method: Principal Component Analysis.


Component



1 1.834 91.687 91.687 1.834 91.687 91.687 2 .166 8.313 100.000 Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1

BL1 .958 BL2 .958 Extraction Method: Principal Component Analysis. a. 1 components extracted.

ATTACHMENT E : REABILITY TEST ACTUAL QUESTIONAIRE

1. Variable MARKETING MIX


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.752 .762 7



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.851 .854 5



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.613 .613 3



Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.755 .772 4

ATTACHMENT F : INTERVIEW QUESTION

1. Question to support hypothesis 1.

H1 : 7P of marketing mix variables has positive influence on customer

satisfaction.

- The results of this study shows that good marketing mix process are able

to raise the level of customer satisfaction on Sriwijata Air. What is your

opinion?

2. Question to support hypothesis 2

H2 : 7P of marketing mix variables has positive influence on brand

loyalty.

- The result of this study shows that good marketing mix process has no

effect on brand loyalty among Sriwijaya Air customer. What is your

opinion?


H3 : 7P of marketing mix variables has positive influence on emotional

bonding.

- The result of this study shows that good marketing mix process can also

increase emotional bonding between the passanger of Sriwijaya Air. What

is your opinion?


H4 : Customer satisfaction has positive influence on emotional bonding.

- The result of this study shows that customer satisfaction not able to deliver

into emotional bonding among Sriwijaya Air customer. What is your

opinion?


H5 : Customer satisfaction has positive influence on brand loyalty.

- The result of this study show that high customer satisfaction are not able

to deliver into brand loyalty. What is your opinion?


H6 : Emotional bonding has positive influence on brand loyalty.

- The result of this study show that high emotional bonding can also

increase brand loyalty if Sriwijaya Air. What is your opinion?

brand image thdp kepuasan pelanggan

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