THE INFLUENCE OF SERVICE QUALITY AND PROMOTION
TOWARD
CUSTOMER SATISFACTION
(Case: Lazada Indonesia Fashion Segment)
By:
Fahdzian Ghassandy Merzadi
1111081200008
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1436 AH/2015 AD
i
THE INFLUENCE OF SERVICE QUALITY AND PROMOTION
TOWARDCUSTOMER SATISFACTION
Undergraduate Thesis
Submitted to the Faculty of Economics and Business
In Partial Fulfillment of the Requirements
For Acquiring Bachelor Degree of Economics
By:
Fahdzian Ghassandy Merzadi
111108120008
Under Supervision of:
Supervisor I Supervisor II
Dr. Muniaty Aisyah, Ir., MM Ade Suherlan, MBA, MM
ID: 19780307 201101 2003 ID: 19800525 2009 12 1 001
DEPARTMENT OF MANAGEMENT
INTERNATIONAL CLASS PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1436 AH/2015 AD
ii
CERTIFICATION OF THESIS EXAM SHEET
Today is Friday November , 2015 has been conducted on the student
comprehensive examination:
1. Name : Fahdzian Ghassandy Merzadi
2. Student Number : 1111081200008
3. Department : Management ( International Class )
4. Thesis title : Relationship Between Service Quality and
Promotion Toward Customer Satisfaction
After careful observation and attention to appearance and capabilities relevant for
comprehensive examination process, it was decided that the above student passed
for the comprehensive examination was accepted as one of requirements to obtain
a Bachelor of Economics in The Faculty of Economics and Business
SyarifHidayatullah State Islamic University Jakarta.
Jakarta, December 29, 2015
Dr. Desmadi Saharuddin, MA ( _____________________ )
NIDN : 0422125902 Chairman
Ela Patriana, Ir., MM ( _____________________ )
ID: 19720516 200901 1 006 Secretary
Dr. Muniaty Aisyah, Ir., MM ( _____________________ )
ID: 19780307 201101 2003 First Supervisor
Ade Suherlan, MM., MBA ( _____________________ )
ID: 19800525 200912 1001 Second Supervisor
Leis Suzanawati, SE, M.Si ( _____________________ )
ID: 19800525 2009 12 1 001 Expert Supervisor
iii
CERTIFICATION OF COMPREHENSIVE EXAM SHEET
Today is ThursdayOctober8, 2015 has been conducted on the student
comprehensive examination:
1. Name : Fahdzian Ghassandy Merzadi
2. Student Number : 1111081200008
3. Department : Management ( International Class )
4. Thesis title : The Influence of Service Quality And
PromotionToward Customer Satisfaction
After careful observation and attention to appearance and capabilities relevant for
comprehensive examination process, it was decided that the above student passed
for the comprehensive examination was accepted as one of requirements to obtain
a Bachelor of Economics in The Faculty of Economics and Business
SyarifHidayatullah State Islamic University Jakarta.
Jakarta, October9, 2015
M. Hartana I Putra, SE., M.Si ( _____________________ )
Examiner I
Amalia, SE., MSM ( _____________________ )
Examiner II
Masruroh, SE., M.Si ( _____________________ )
Expert Examiner
iv
SHEET STATEMENT
AUTHENTICITY SCIENTIFIC WORKS
Signature below:
Name : Fahdzian Ghassandy Merzadi
Student ID : 1111081200008
Faculty : Economics and Business
Department : Management
Hereby declare that in the writing of this thesis, I:
1. Do not use other people’s idea without being able to develop and
accountable.
2. Do not do plagiarism of other people’s works manuscript.
3. Do not use other people’s work without mentioning the original source or
without the owner’s permission.
4. Do not manipulate and falsify the data.
5. Own work and able to work responsible for this work.
If in the future is a demand from other side of my work, and have been
accountably proved, was indeed found evidence that I have violated the above
statement, then I am ready to be sanctioned according to rules applicable in the
Faculty of Economic and Business Syarif Hidayatullah State Islamic University
Jakarta.
Thus statement truly made with sincerely.
Jakarta, November 2015
(Fahdzian Ghassandy Merzadi )
v
Curriculum Vitae
Formal Education :
Education Name of School Year
University : Universiti Utara Malaysia
Bachelor of International Business Management
(Hons.) (CGPA: 3.37)
(Double Degree Program)
Universitas Islam Negeri Syarif Hidayatullah
Jakarta
Sarjana Ekonomi (CGPA: 3.59)
(Double Degree Program)
2013 – 2015
2011– 2013
Senior High School : Madrasah Aliyah Swasta Miftahussalam,
Medan, Indonesia
2008 – 2011
Junior High School : Yayasan Pendidikan Shafiyyatul Amaliyah,
Medan, Indonesia
2005 – 2008
Elementary School : Sekolah Dasar Percobaan Negeri, Medan,
Indonesia
1999 – 2005
Skill Proficiency:
Language Skill
> English Competent in Speaking and Writing
>Malay Competent in Speaking and Writing
>Indonesian Competent in Speaking and Writing
Personal Detail :
Name
Nick Name
:
:
Fahdzian Ghassandy Merzadi
Fahdzian
Address : Komp. Perikanan No. 10 RT/RW 05/002,
Jati Murni, Psr. Minggu, Jakarta Selatan 12540
Handphone : +62812-49750321
E- mail : [email protected]
vi
Computer User Skill
> Internet User Skill
> Windows PC User Skill
> Microsoft Windows Application (Microsoft Word, PowerPoint, Excel)
A Affiliation:Attributes:t Attriributes:Attributes:
ENACTUS Member of H.O.M.E project of the Year (2013)
Dean Award receiver in 1st semester in Universiti Utara Malaysia (GPA: 3.54)
Scholarship Scheme receiver for 3-semester in Universiti Utara Malaysia (2014)
Champion in Enactus Malaysia National Cup 2014 in Malaysia (May 2014)
Semi-finalist in Enactus World Cup 2014 in Beijing, China (October 2014)
Dean Award receiver in 3rd semester in Universiti Utara Malaysia (GPA: 3.61)
Attributes:
Honest, have a good personality, and friendly
Good leadership
Responsible
Ability to adapt to different environments
Hard working
Willing to learn
Achievements:
vii
Motivational and energetic
Able to work independently
Able to change
Committee Member of Islamic Event Organizer (2009-2011)
English Club MAS Miftahussalam Medan (Leader, 2009-2011)
Community of People against Corruption in Madrasah Aliyah Miftahussalam
(2009-2011)
Member of International Student Society UUM (2013 – 2015)
Indonesian Students’ Association (PPI), Universiti Utara Malaysia (Member, 2013
–2015)
Member of Entrepreneurial Action Us (ENACTUS), Universiti Utara Malaysia
(2013– 2015)
Participant in Malaysia Independence Celebration Day held by UUM (August
2013)
Participant in Industry Talk: Ethics in Workplace (2014) Participant in UUM-CIMA
Students’ Conference 2013 held by CIMA (2013)
Participant in International Entrepreneurial Networking Course (2013)
Participant in IM4U workshop in USM (2014)
Participant in ENACTUS Malaysia National Cup (25-27 May 2014)
Participant in ENACTUS World Cup (22-24 October 2014)
Affiliation:
Conference Participation:
viii
Audience in Family Day PPI A131 held by PPI UUM (September 2013)
Fashion Show Performer in Family Day PPI A131 held by PPI UUM (September
2013)
Audience in Pementasan Teater Fragmen Tolong (December 2013)
ENACTUS Member of H.O.M.E project of the Year (2013)
Master of Ceremony in ENACTUS Day held by ENACTUS UUM (2014)
Event Manager in ENACTUS preparation week held by ENACTUS UUM (2014)
Fashion Show performer in Global Fiesta 2014 held by AISEC (2014)
Leader of UIN Jakarta Students’ Society in UUM (August 2013 – 2014)
Drama Performer in ENACTUS Grand Dinner held by ENACTUS (2014)
Dancer Performer in ENACTUS Grand Dinner held by ENACTUS (2014)
Event Organizer in LDK PPI held by PPI UUM (2014)
Committee in ENACTUS Exhibition in Beach street, Penang (2014)
Committee in ENACTUS Exhibition in RTC, Changlun (2014)
Committee in International Student Orientation Week 2014 in UUM (25/8-4/9
2014)
Master of Ceremony in International Student Orientation Week 2014
Teaching 24 elementary students in 1000 Guru Sukabumi (22-23 Agustus 2015)
PT. Proxis Solusi Bisnis Internship January 2012 - February
2012
PT. Perkebunan Nusantara III Internship February 2015 – May
2015
Co-Curricular Activities:
Working Experience:
ix
Identity :
Place and Date Of Birth
Nationality
:
:
Bandung, April 21, 1993
Indonesian
Religion : Moslem
Sex : Male
Marital Status
Interests/ Hobbies
:
:
Single
Swimming
Entrepreneurship
Travelling
Photographing
Gathering
Adventuring
Martial Art
ix
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan
promosi terhadap kepuasan pelanggan Lazada Indonesia. Metode convenience
sampling telah dipilih untuk memperoleh data dalam penelitian ini. Penelitian ini
menggunakan 100 responden dan keseluruhan responden adalah pelanggan
Lazada Indonesia yang berbelanja di halaman web Lazada Indonesia. Metode
analisis yang digunakan adalah multiple linier regression. Hasil penelitian
menunjukan bahwa service quality dan promotion berpengaruh secara simultan
terhadap customer satisfaction. Secara parsial service qualitydan promotion
berpengaruh signifikan terhadap customer satisfaction.
Kata kunci: Service Quality, Promotion,Customer Satisfaction, Lazada
Indonesia.
x
ABSTRACT
This research aims to analyze the influence of service quality and
promotion towards customer satisfaction of Lazada Indonesia. Convenience
sampling method has been selected in order to obtain the data in this study. This
research uses 100 respondents and respondents overall are Lazada Indonesia
customers whose shop in the Lazada Indonesia website. Methods of analysis used
is multiple linier regression. The result of this research shows that service quality
and promotion simultaneously have significant influence towards customer
satisfaction. Partially, service quality and promotion have significant influence
towards customer satisfaction.
Keyword: Service Quality, Promotion,Customer Satisfaction, Lazada
Indonesia.
xi
PREFERENCE
Bismillahirrahmanirrahim,
Assalammualaikum Warahmatullahi Wabarakaatuh
Alhamdulillahirabbilalamin, I would say thanks and being grateful
to AllahSubhanahu wa ta’ala for His gift. Best regards also to prophet
Nabi Muhammad Shalallahu’alaihi wassalam for being the role model for
me. So, I can finish thisthesis and fulfilling one of the requirement to get
my Bachelor of Economy Degree in State Islamic University, Syarif
Hidayatullah Jakarta.
In the process of the preparation of this thesis, the author realized
that thisthesis is far from perfect. but with effort and prayer, then the
author of the successful completion of this thesis. With prayers and the
support given by the people closest to me. I say thanks to the people who
have helped me in the preparation of thesis:
1. Thanks to mother Faizah Khaiyat, father Melloukey Ardan, and
my brothers Riffadel Mohammad Merzadi and Farhannabil
Caesario Merzadiwho are always give the support and never
stop praying. So, I can finish this thesis very well. Thanks to
Ummi who always being a reminder for me, always advising
me, teaching me how to be patient. Thanks to Papa who
supporting me, helping, and caring me so much. May Allah
bless both of you my paretns. I love you.
2. Dr. M. Arief Mufraini, Lc, M.Si as Dean of Economic and
Business Faculty of State Islamic University Syarif Hidayatullah
Jakarta.
3. Dr. Muniaty Aisyah, Ir., MM as a first supervisor, thank you for
your advice and knowledge during guiding to finish my thesis.
4. Mr. Ade Suherlan, MBA, MM as a second supervisor, thank you
so much for guiding me until finished this thesis. Thank you for
your knowledge, advice, recommendation.
xii
5. Lecturer of UIN Syarif Hidayatullah Jakarta, who have gave the
knowledge and experience.
6. All academic staff FEB UIN Jakarta, who have worked well to
serve all student.
7. Firas Azhari, thank you for your support, concern, reminder,
nagging and time for me . Thanks for helping me so much to
finish this thesis, youwere always there when I need.
8. To my friends who always help me to complete this thesis
Pramayassya Amero, Akira Aula Afif, Ilma Rafika, Andhianty
Nur Pratiwi, Rendy Aditya Yusantri, Nadiah Intan Sahara, Iqbal
Almaududi, Maulidan Septiawan, Vidro Amero, Uji Abu,
Fahrur Rozi, Imanina Almas, Ratu Balgis, Siti Fatimah,Bang
Rohiim, Bang Andro, Bang Bonix and the others thank you for
helping me, success for all of you guys.
9. To my classmate in International Management 2011, I miss the
moment which were we spent together.
10. To 1000 guru sukabumi, thank you for the lesson and experience
which were given to me.
11. Finally, the author expect for any critics as well as suggestion
that could improve the content of this thesis. Hopefully this
thesis could be worth for all of us. Aamiin
Waullahul Muwafik Ila Aqwamit Thariq
Wassalamualaikum Warahmatullahi Wabarakaatuh
Jakarta, October 26th 2015
Fahdzian Ghassandy Merzadi
xiv
LIST OF CONTAINS
ACCEPTANCE OF LETTER ................................................................................................. i
CERTIFICATION OF THESIS EXAM ................................................................................. ii
CERTIFICATIOKN OF COMPREHENSIVE EXAM .......................................................... iii
SHEET STATEMENT ........................................................................................................... iv
CURRICULUM VITAE ......................................................................................................... v
ABSTRACT ........................................................................................................................... ix
ABSTRAK ............................................................................................................................. x
PREFERENCE ....................................................................................................................... xi
LIST OF CONTAINS ........................................................................................................... xiv
LIST OF TABLE ................................................................................................................ xviii
LIST OF FIGURE .................................................................................................................. xx
APPENDIX ........................................................................................................................... xxi
CHAPTER I INTRODUCTION
A. Background of the Study ............................................................... 1
B. Problem Definition ........................................................................ 6
C. Objectives of the Study ................................................................. 7
D. Benefits of the Study ..................................................................... 7
xv
CHAPTER II LITERATURE REVIEW
A. Theory Development
1. Consumer Behavior ............................................................ 9
2. Purchase Decision Process ............................................... 10
3. Customers Satisfaction ..................................................... 11
4. Marketing Mix .................................................................. 14
5. Service Quality ................................................................. 17
6. Promotion ......................................................................... 23
B. Previous Research ........................................................................ 25
C. Logical Framework ...................................................................... 32
D. Hypothesis .................................................................................... 33
CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research ........................................................................ 34
B. Sampling Method
1. Population ......................................................................... 34
2. Sample .............................................................................. 35
C. Data Collection Method
1. Data Type
a. Primary Data ....................................................... 36
b.Secondary Data ................................................... 37
2. Collecting Data Method .................................................. 38
D. Data Quality Test
1. Validity Test ..................................................................... 39
2. Realibility Test ................................................................. 39
xvi
E. Classic Assumption
1. Normality Test .................................................................. 40
2. Multicollinearity Test ....................................................... 41
3. Heteroscedascity Test ....................................................... 41
F. Hypothesis Test
1. Simultaneous Test (F – Test) ........................................... 42
2. Partial Test (T – Test) ....................................................... 43
G. Multiplee Linier Regression Anaysis ........................................... 44
H. The Coefficient of Determination (r2) ......................................... 45
I. Research Variable Operation ........................................................ 45
CHAPTER IV ANALYSIS
A. General Overview Research Object ............................................. 48
B. Analysis and Discussion
1. Data Quality Test
a. Validity Test ........................................................ 52
b.Reliability Test .................................................... 54
2. Classic Assumotion
a. Normality Test ..................................................... 55
b.Multicollinearity Test .......................................... 59
c. Heteroscedasticity Test ........................................ 60
3. Descripitive Analysis
a. Service Quality ................................................... 62
b.Promotion ........................................................... 74
c. Consumer Satisfaction ........................................ 77
xvii
4. Hypothesis Test
a. Simlaneous Test (F – Test) .................................. 79
b.Partial Test (T – Test) .......................................... 80
5. Multiple Linier Regression Analysis Test ....................... 82
6. Coefficient of Determination (Adjusted R2) ................... 84
CHAPTER V CONCLUSION AND RECOMMENDATION
A. Conclusion .................................................................................... 85
B. Recommendation
1. For Company
a. Promotion ............................................................. 86
2. Future Researcher ............................................................. 87
REFERENCE ......................................................................................................................... 88
APPENDIX ............................................................................................................................ 94
xviii
LIST OF TABLE
No Description Page
2.1 Previous Research 25
3.1 Likert Scale of Five Levels 37
3.2 Operational Variable 46
4.1 Validity Test Result 53
4.2 The Result of Realibility Test of Service Quality 54
4.3 The Result of Realibility Test of Promotion 54
4.4 The Result of Realibility Test of Customer Satisfaction 55
4.5 One-Sample Kolmogrov-Smirnov Test 59
4.6 Coefficients of Multicollinearity Test 60
4.7 Coefficients of Heteroscedasticity Test 62
4.8 Question 1 63
4.9 Question 2 63
4.10 Question 3 64
4.11 Question 4 64
4.12 Question 5 65
4.13 Question 6 66
4.14 Question 7 66
4.15 Question 8 67
4.16 Question 9 68
4.17 Question 10 68
4.18 Question 11 69
4.19 Question 12 70
4.20 Question 13 70
4.21 Question 14 71
4.22 Question 15 72
xix
4.23 Question 16 72
4.24 Question 17 73
4.25 Question 18 74
4.26 Question 19 74
4.27 Question 20 75
4.28 Question 21 76
4.29 Question 22 76
4.30 Question 23 77
4.31 Question 24 78
4.32 Question 25 78
4.33 Question 26 79
4.34 Simultaneous Test 79
4.35 Result of T – Test 80
4.36 Multiple Linier Regression Analysis 82
4.37 Coefficient of Determination (Adjusted R2) 84
xx
LIST OF FIGURE
No Description Page
2.1 Relationship between E-Service Quality and Customer Satisfaction 19
2.2 Logical Framework 32
4.1 Normal P-Plot of Regression Standardized Residual 57
4.2 Histogram - Dependent Variable : Customer Satisfaction 58
4.3 Scatterplot – Dependent Variable : Customer Satisfaction 61
xxi
LIST OF PICTURE
No Descroption Page
1.1 Estimated B2C eCommerce 5
1.2 Fact About Mobile Phone User In Indonesia 5
2.1 Model of Buying Behavior 10
2.2 Types of Advertising 24
4.1 Fact about Mobile Phone 50
xxii
APPENDIX
No Descroption Page
1 Research Questionnaire 94
2 Multiple Linier Regression Analysis Questionnaire 99
3 Frequency of Respondents 120
4 Validity and Realibility Test 129
5 SPSS Output 131
1
CHAPTER I
INTRODUCTION
A. Background of the Study
Business is concerning on how to sale things, exchange their goods
into money. In the last decades, firms have come to realize that
understanding, meeting and anticipating customer needs is probably the
most important source of sustained competitive advantage for a firm
(Vilares and Coelho, 2003). Offering things that might be needed by their
consumer and focus on what the consumer wants then produce it is the only
concern of business. Whereas beside selling, offering and giving products to
the customer, about how we deliver, communicate our product and last to
the consumer and make consumer satisfied with it, is important. That is why
delivering our product with a good manner of service is essential in the
business. Excellent customer service may indeed be the best answer to
encounter the increasing trend of outsourcing. In order to maintain and gain
consumer and to sustain the business, we must concern to the service as
well.
According to Rudie and Wansley (1985), Thompson, DeSouza and
Gale (1985) cited in Parasuraman (1988) that one strategy that has been
related to success in these businesses is the delivery of high service quality.
Services are (usually) intangible economic activities offered by one party to
2
another. Often time-based, services performed bring about desired results to
recipients, objects, or other assets for which purchasers have responsibility.
In exchange for money, time, and effort, service customers expect value
from access to goods, labor, professional skills, facilities, networks, and
systems; but they do not normally take ownership of any of the physical
elements involved. (Christopher and Wirtz, 2011).
In this tight competition world of business, the way we compete
with other is not only by the quality of our products but also the quality of
service that we offer to the consumer who wants to buy our products. The
fact that the perceived quality of the product is becoming the most
important competition factor in business world has been the reason of
naming the present business era as “Quality Era” (Peeler (1996) cited in
Mosahab et al. (2010)). Service that satisfied consumer will lead to the
consumer loyalty once they know the quality of service a business has.
Consumer will feel more comfortable when entering a store with a warm
greet from the seller than nothing at all. And a word such ‘thank you and
see u again’ or ‘thank you and have a good day’ will affect the mood of
consumer after buying an item from a store.
In the study of Dabholkar et al., (1996), service quality measured by
five dimensions, name: physical aspects, reliability, personal interaction,
problem solving and policy. Brand & Cronin (2001) used three variables
service environment, interaction quality, empathy and reliability. Perez et
al., (2007) used five dimensions of service quality, such: reliability,
3
assurance, responsiveness, empathy and tangibles. Then, these variables
used as the variables to explain the dimension that make service quality.
Modernization is one of the impacts of globalization that bring
along the life style changes. Everyone uses technology to help doing the
daily life activity including buying and selling. As stated by Szymanski and
Hise (2000), Devaraj et al. (2002), Anderson and Srinivasan (2003),
Ribbink et al. (2004), Shih (2004), Flavian et al. (2006) cited in Sun and
Lin (2009) that a number of studies have documented the significant role of
website technology factors and service quality in influencing customer e-
satisfaction and e-loyalty, concerned with consumers’ psychological state,
attitude and behavior, derived from how they feel about their online
shopping experiences. Recent research also suggests that customer
satisfaction in the online environment is significantly higher than in
traditional channels as a result of ease of use in acquiring information
(Hernandez et al. (2009), Poddar et al. (2009), Yang et al. (2008),
Verhagen and Dolen (2009) cited in Lin and Sun (2009)).
Digital facility become closer to the people daily life. Almost every
thing done by the digital technology. Because the technology using is
consider more efficient and cheaper. However, the conflict caused to get the
market happen. “The growing of daring business in 2013 reach 71% (Rp 18
billion), over Tiongkok that reached 61%” (Kompas, 2015:15). In 2012, an
e-commerce company noted that 41% of sale came from Jakarta, but in the
last 6-month the number decrease to 22%. This shows that the consumers
4
are not only in Jakarta that regularly buying, even consumers outside
Jakarta also did to follow the globalization era. Data from the research
institution ICD predicted that e-commerce market in Indonesia will grow
42% from 2012-2015. This number is quite higher compare to other
countries such as Malaysia (14%), Thailand (22%) and Philipines (28%).
Companies need to avoid the mistake of setting customer
expectations too high through exaggerated promotional claims since this
can lead to dissatisfaction if performance falls short of expectations (Jobber
stated in Mattsson, (2009:12) cited in Azhari (2015).
Lazada is one of few of e-commerce sites in Indonesia. The largest
online shopping mall in Southeast Asia, which launched in 2012 selling
electronics, health and beauty aids and lifestyle products, Lazada quickly
gained a following. The Web site has five million Facebook fans, said
Martell Hardenberg, cofounder and fashion category manager. Lazada
partners with local delivery companies to ship thousands of orders every
day to the five countries it services Indonesia, Malaysia, Vietnam, Thailand
and the Philippines (Edelson, 2013).
According to Matthew Driver, president of MasterCard for South
East Asia regional, Indonesia is one of the country with the biggest growth
of e-commerce market in Asia-Pasific. Though, the total of sale in
Indonesia still consider low compare to others country, but the growing of it
is quite rapid.
5
Picture 1.1
Estimated B2C eCommerce
Picture 1.2
Fact About Mobile Phone User In Indonesia
According to a recent Rocket Internet report, Lazada Group clocked
around US$1 billion in gross merchandise values as of March.
Additionally, it received 5 million total annual customers last year and 5
6
million daily visits. The company had 1.6 million unique active product
listings (SKUs), 15,000 active selling partners, 58 ;ast mile distribution
hubs and 51 logistics partners. Lazada’s total user base grew from 3.9
million at hte end of 2014 to 5.3 million end of Q1 2015.
Online business gives customers a wider product selection,
competitive price and most importantly, an easy access to information
(Khristianto et al. (2012) cited in Hila Ludin et al. (2014)). Christodoulides
and Michaelidou (2011) cited in Hila Ludin et al. (2014) state that online
retailers that are able to provide and exchange information via formal or
informal platform with the customers would most likely increase the
customers' satisfaction and add value to the shopping experience.
Based on this background, the title of the study is “The Influence
of Service Quality and Promotion toward Costumers’ Satisfaction”.
B. Problem Definition
The improved market globalization improves the market
competition among businesses. Market is increasingly
hypercompetitive. Giving a good service means to gain competitive
advantages. This perception should, in turn, force business to concern
on how to satisfy the consumer by its service. To examine the
influence of service quality and promotion toward customer
satisfaction, this research under-lays these following questions:
1. Does service quality influence customer satisfaction?
7
2. Does promotion influence customer satisfaction?
3. Do service quality and promotion influence customer
satisfaction simultaneously?
C. Objectives of the Study
To be more specific, the study was undertaken in order to:
1. To analyze the influence of service quality to customer
satisfaction.
2. To analyze the influence of promotion to customer
satisfaction.
3. To analyze the influence of service quality and promotion to
customer satisfaction simultaneously.
D. Benefits of the Study
This research will provide the following benefits:
1. For The Universities
On the basis of findings of the study, the report has identified the
reasons behind the influence of service quality and promotion
toward customers’ satisfaction.
2. For the Company
As the consideration for business in making decision about the
influence of service quality and promotion toward customers’
satisfaction.
3. For the Research
It gives the researcher the opportunity to gain inside knowledge in
8
the influence of service quality and promotion toward customers’
satisfaction.
4. For Further Research
As additional reference materials in reviewing issues related to
service quality, promotion and customers’ satisfaction.
9
CHAPTER II
LITERATURE REVIEW
A. Theory Development
The review will start with the understanding of service quality and
customer satisfaction. In the next step this literature review intends to
elaborate a critical evaluation of the influence of service quality and
promotion toward customer satisfaction.
1. Consumer Behavior
Consumer is defined as someone who acquires goods or services for
direct use or ownership rather than for resale or use in production and
manufacturing (Ajibola & Njogo, 2012). There are some powers that
consumers have. One of the present fundamental presumptions for the
consumer behavior is the fact, that people often buy products not because of
their main function but for their main subjectively perceived value. It does
not mean that product’s basic functions is not important, but that’s the
today’s roleof products exceeds its service limits (Salomon, 2004).
Consumerbehavior attitudes enable better understanding and
forecasting, not only of the subject ofpurchases but also of purchasing
motives and purchasing frequency (Schiffman, Kanuk 2004).In planning
marketing programs, the marketer should identify with the requirements of
individuals and groups in it mix - product, price, place and promotions as
against reliance on culture, social prevalence and class-based orientation.
10
2. Purchase Decision Process
Decision making is painful (Pfister, 2003). It requires effortful
processing of available information to reach a suitable judgement. Thus,
consumers may rely on inferences to make a choice. Family members play
an important role in the unit of analysis in consumer purchase decision-
making is well established (Xia et al, 2006). There are many previous
studies that illustrated the purchase decision making from the view point of
family e.g. (Xia et al, 2006), while the others facused on the subject from
the view point of the couple (Frikha, 2010). Sallam (2014) defines purhcase
decision making as process by which (1) consumers identify their needs, (2)
collect information, (3) evaluate alternatives and (4) make the purchase
decision. These actions are determined by psychological and economical
factors, and influences by the environmental factors such as cultural, group
and social values (Xia et al., 2006).
Picture 2.1
Model of Buying Behavior
Source: Emerald Insight
11
3. Customers Satisfaction
Satisfaction is a post-activity measuring index that measures the
interior state of thecustomer’s feelings about past purchases and
experiences of shopping. Measuring the degree of satisfaction of customers
is rather critical since satisfaction with the distribution service influences
the customer’s decision whether to continue using thechannel. Oliver
(1997)cited inSun & Lin (2009) described customer satisfaction as the
summary psychologicalstate resulting when the emotion surrounding
disconfirmed expectations is coupled with a customer’s prior feeling about
the customer experience. Szymanski and Hise (2000) cited in Sun & Lin
(2009) contended that consumer perceptions of online convenience,
merchandising (product offerings and product information), site design and
financial security play important roles in e-satisfaction assessments.
Oliver (1997, p. 233) cited in Sun & Lin (2009) defined customer
loyalty as “a deeply held commitment to rebuy or patronize a preferred
product/service consistently in the future, thereby causing repetitive same-
brand or same brand-set purchasing, despite situational influences and
marketing efforts having the potential to cause switching behavior”.
This definition has been used extensively in related research on e-
loyalty. Anderson and Srinivasan (2003, p. 417) cited in Sun & Lin (2009)
identified e-loyalty as “a customer’s favorable attitude toward an electronic
business resulting in repeat buying behavior”. Furthermore, they
investigated the impact of satisfaction on loyalty in the context of electronic
12
commerce. They concluded that although e-satisfaction has an impact on e-
loyalty, this relationship is moderated by consumers’ individual level
factors and firms’ business level factors. Among consumer level factors,
convenience motivation and purchase sizewere found to accentuate the
impact of e-satisfaction on e-loyalty, whereas inertia was found to suppress
the impact of e-satisfaction on e-loyalty. With respect to business level
factors, both trust and perceived value, as developed by the company, were
found to significantly accentuate the impact of e-satisfaction on e-loyalty.
As determined by Kotler (2008:136), customer satisfaction is a
person’s feelings of pleasure or disappointment that result from comparing
a product’s perceived performance (or outcomes) to their expectations.
Satisfaction can be associated with feeling of acceptance, happiness, relief,
and delight (Hoyer, 2005:98). Customer satisfaction is a pleasurable
fulfillment response while dissatisfaction is an un pleasurable one (Buttle,
2004).
Customer satisfaction is defined as a customer’s overall evaluation
of the performance of an offering to data. This overall satisfaction has
strong positive effect on customer loyalty intentions across a wide range of
product and service categories (Gustafson, 2005).
Mittal & Kamakura (2001) cited in Mosahabet al., (2010) defines
that customer satisfaction is a key factor in formation of customer’s desires
for future purchase. Furthermore, the satisfied customers will probably talk
to others about their good experiences. This fact,especially in the Middle
13
Eastern cultures, where the social life has been shaped in a way that
socialcommunication with other people enhances the society, is more
important (Jamal &Naser, 2002).
Although satisfaction has been defined as the difference between
expectation and performance, but there are differences between quality and
satisfaction. For example, Parasuraman et al. (1991) say that satisfaction is
a decision made after experience while quality is not the same. On the other
hand, in satisfaction literature, expectations for goodsis “would”, while in
service quality literature, expectations for goods is “should”.
Cadotte & Turgeon (1988) cited in Mosahabet al. (2010) have
introduced another group of factors known as neutral factors. Besides,
Liljander & Strandvik (1993) say that experience is not needed for
evaluating service quality, and service can be evaluated on the basis of the
knowledge about service provider, while satisfaction is an inner view,
resulted from customer’s own experience from the service.
The conducted research by Irawan cited in Amri (2009:24),
Marketing and Research consultant from Frontier says there are five
primary drivers of customer satisfaction:
a. Product quality.
Consumer satisfied after buying and using the product, where
actually the product is fine. This product quality is globally
dimensions at least elements from product quality: performance,
durability, feature, reliability, consistency, and design.
14
b. Price.
For sensitive consumer usually low price is an important source
of satisfaction because they will get satisfaction of high value of
money. This price component is not important for those who are
not sensitive toward price.
c. Service quality.
Service quality always depends on three things: system,
technology, and people.
d. Emotion.
The feeling of product, confident, symbol of successes are
example of emotion value that serves as a basic for customer
satisfaction.
According to Peter (2007: 181) service quality and customer
satisfaction is growing concern to business organizations throughout the
world, and research on these topic generally focuses on two key issues,
understanding the expectations and requirements of the customer and
determining how well a company and its major competitors are succeeding
in satisfying these expectation and requirements.
4. Marketing Mix
According to Lovelock et al (2005:25-26), there are seven elements
of service marketing mix, referred to as 7Ps of service marketing, represent
a set of interrelated decision variables facing managers of service
organizations.
15
a. Product Elements
Managers must select the features of both the core product
(either agood or service) and the bundle of supplementary
service elements surrounding it, with reference to the
benefits desired by customers and how well competing
products perform. In short, we need to be attentive to all
aspects of the service performance that have the potential to
create value for customers.
b. Place and Time
Delivering product elements to customers involves decisions
on the place and time of delivery, as well as the methods and
channels employed. Delivery may involve physical or
electronic distribution channels (or both), depending on the
nature of the service being provided.
c. Promotion and Education
No marketing program can succeed without effective
communication. This component plays three vital roles:
providing needed information and advice, persuading target
customers of the merits of a specific product, and
encouraging them to take action at specific times. In service
marketing, there is so much communication id educational in
nature, especially for new customers. Companies may need
to teach these customers about the benefits of the service,
16
where and when to obtain it, and provide instructions on
how to participate in service processes.
d. Price and Other Cost of Service
This component addresses management of the costs incurred
by customers in obtaining benefits from the service products.
Service managers not only set the selling price, trade
margins, and establish credit terms; they also seek to
minimize, where possible, other costs that customers may
bear in purchasing and using a service, like related costs
(e.g., travel expenses), time, and mental and physical effort.
e. Physical Environment
The appearance of buildings, landscaping, vehicles, interior
furnishing, equipment, staff members, signs, printed
materials, and other visible cues all provide tangible
evidence of a firm’s service quality.
f. Process
Creating and delivering product elements to customers
require the design and implementation of effective
processes. A process is the method and sequence of actions
in the service performance. Badly designed processes like
slow, bureaucratic, and ineffective service delivery,
commonly annoy customers.
17
g. People
Many services depend on direct interaction between
customers and afirm’s employees (like getting a haircut or
talking to a call centerstaff). The nature of these interactions
strongly influences thecustomer’s perceptions of service
quality.
5. Service Quality
According to Kotler (2008:225), a service is any activity of benefit
that one party can offer to another that is essentially intangible and does not
result in the ownership of anything. Its production may or may not be tied
to a physical product. A service is a time-perishable experience performed
for a customer acting in the role of co-producer (Fitzsimmons, 2007:4).
The fact that the perceived quality of a product is becoming the
most important competition factor in business world has been the reason of
naming the present business era as “Quality Era” (Peeler (1996) cited in
Mosahabet al. (2010)). Avkiran (1994) has introduced a model consisting
of four dimensions (personnel’s contact, reliability, communication, access
to services), and seventeen components. Othman & Own (2001) have
offered a model called CARTER, consisting of Complaint, Assurance,
Reliability, Tangibles, Empathy and Responsiveness which includes 34
components.
Rahman & Miazee (2010) stated that the relationship
betweenservice quality variables and customer satisfaction of online
18
shoppers can be shown infigure 2.1. The five e-service quality dimensions
have been selected from the E-SERVQUAL model. E-SERVQUAL
measures website E-SQ (Service Quality) asperceived by customers. It is a
method for measuring website E-SQ that is based on thesame principle as
the original SERVQUAL method and includes some dimensions similar to
those of SERVQUAL. The E-SERVQUAL scale contains a core and
recovery scale, represented by four and three dimensions respectively
(Zeithaml, Parasuraman, and Malhotra; 2000, 2002 cited in Rahman &
Miazee (2010)). Core scale is used to measure the customer’s perceptions
of service quality delivered by online retailers. Recovery scale refers to
specific situations, when a customer has a question or runs into a problem,
in which the three dimensions of the recovery scale become silent. In
simpler terms, it can be said that core scale refers to the quality of the
website itself, while the recovery scale is more concerned with the actual
performance of the company, rather than with website performance.
Rahman & Miazee believe that E-SERVQUAL is helpful for thier
study because this scale has been widely used by academic and
practitioners to measure online service quality. Therefore, this model has
been used as a point of reference in their study (thesis).
19
Figure 2.1
Relationship between E-Service Quality and Customer
Satisfaction based on E-SERVQUAL
Source: E-Service Quality and Customer Satisfaction, 2010
a. Efficiency
Efficiency defines as customer’s ability to effectively access the
website, find their desired product and related information and check it out
with minimal effort (Zeithamlet al. (2002) cited in Rahman & Miazee
(2010)). Efficiency refers to the speed of downloading, searching and
navigation (Jessica(2003) cited in Rahman & Miazee (2010)). There was
complete agreement among respondents about the need forefficient service
that is, fast downloading, fast loading of page and images and speedy
search mechanisms. Although service providers often blame the
specifications of the hardware in the consumer’s possession for
inefficiency, providers can increase efficiency, even if consumers have low-
20
speed PCs, by reducing the number of complicated graphics (any given
page contains few graphics and these are appropriateto page content,
graphics are not essential to site use. If graphics are turned off or atext-only
client is used, the site remain fully functional) and by using interlacing.
b. Fulfillment
Fulfillment refers to a company’s actual performance in contrast
with what is promised through the website, and incorporates accuracy of
service promises, such as having products in stock and timely delivery
(Cristian, &Iulian (2007) cited in Rahman & Miazee (2010)). Online
marketers canuse trust to lessen the effects of perceived performance risk
and subsequent financialrisk through lack of fulfillment. Customers need to
be able to trust that their order will be fulfilled: that is, delivered in the case
of physical goods or available to experience in the case of services. As
Siyal and Barkat (2002) cited in Rahman & Miazee (2010) put it, the risk is
to pay for something and get unexpected goods or nothing delivered.
Financial risk is avoided if the productis satisfactory and a customer’s
financial details are not abused. Ha (2004) cited in Rahman & Miazee
(2010) suggests that marketers should give better information in their
websites, rather than more. The result should be that customers are better
informed about when they can expect their order tobe processed and are
given any other relevant information about the fulfillment of the
transaction, which helps to develop trust in fulfillment. Efficiency in
fulfillment of the order reduces the amount of time spent by the customer in
21
chasing delivery or querying the progress of the order. Likewise, if the right
product is provided, it saves the customer time in searching for an
alternative elsewhere.
c. Reliability
Reliability is a technical function of the website such as the extent
to which it is available and functioning properly (Cristian & Iulian (2007)
cited in Rahman & Miazee (2010)). Scholar (Jessica (2003) cited in
Rahman & Miazee (2010)) said “reliability refers to the ability to perform
the promised service accuracy and consistently, including frequency of
updating the website, prompt reply to customer enquiries and accuracy of
online purchasing and billing”. This findings is consistentwith the view of
Parasuraman et al (1998) cited in Rahman & Miazee (2010), he stated that
reliability is the mostimportant dimension in all services. Focus group
participants repeatedly emphasized frustration that many websites do not
update frequently. In contrast, websites providing up-to-date information
received high appraisals. Moreover, Reliability involves consistency of
performance and dependability. It means that the firm performs the service
right the first time. It also means the firm honors its promises. Especially it
involves: accuracy in billing, keeping records correctly, performing the
service at the designated time (Berry et al. (1985) cited in Rahman &
Miazee (2010)).
d. Privacy
The privacy dimension includes assurance that shopping behavior
22
data are not shared and that credit card information is secured (Zeithaml
(2002) cited in Rahman & Miazee (2010)). The construct of privacy refers
to companies not sharing information with third parties unless the customer
gives permission. It also includes the security of sensitive information
between the customer and the company (Hoffman, Novak & Peralta (1999);
Wolfinbarger & Gilly (2002) cited in Rahman & Miazee (2010)).
Inaddition, this includes providing visual symbols, so customers know a
secure connection is being achieved. Lessig (1999) cited in Rahman &
Miazee (2010) mentioned that as the number of consumer’s purchases
through the internet increases, electronic vendors canincreasingly obtain
online buyer’s private information such as demographic profiles or
consumer shopping behavior which can be passed on to third parties.
However, Shapiro (2000) cited in Rahman & Miazee (2010) argued that
many successful online service providers have customized their services
and redesigned the offered products to match individual customers’ needs
identified through the customer’s personal information. Shapiro also found
that privacy problems can be solved from the interaction of law, code of
conduct and markets which can strengthen the existing regulations about
compliance of online service providers to their own privacy policy as
specified on their websites, letting consumers have control over their
personal information for their own benefits such as money, goods or
services.
23
e. Responsiveness
Responsiveness measures the ability of a company to provide
appropriate information to customers when a problem occurs, have
mechanism for handling returns and providing online guarantees (Zeithaml
(2002) cited in Rahman & Miazee (2010). The ability to prompt provides
service;examples of responsiveness include calling the customer back
quickly, serving lunch fast to someone who is in a hurry or mailing a
transaction slip immediately (Lamb, Hair, McDaniel, (2009) cited in
Rahman & Miazee (2010). Accordingly, Watson et al. (1998) cited in
Rahman & Miazee (2010) referred to responsiveness as willingness to help
customers and it can be measured by the time taken before replying to
customer’s inquiries. As suggested by Dubbs (2001)cited in Rahman &
Miazee (2010), responsiveness is enhanced when the site provides flexible
return and exchange policies that will encourage customers to make online
purchases since it reduces the perceived risk associated withthe purchase.
Liao & Cheung (2002) cited in Rahman & Miazee (2010), customers expect
online stores to respond to their inquiries promptly. In sum, previous
researchers found that responsiveness of web-based services have
highlighted the importance of perceived service quality and customer
satisfaction (Yang & Jun (2002); Zhu et al.(2002) cited in Rahman &
Miazee (2010)).
6. Promotion
According to Levy and Weitz (2012:399) cited in Azhari (2015)
24
through promotion, companies communicate with customers tomake them
aware of the existence of companies products and services to that they
interest to visit and make purchase.
According to Cheney et al. (2015) that most owners used some form
of social media or electronic communication, but owners varied widely in
how often they utilized social media orhow well it was integrated into other
marketing strategies. Facebook was the primary method owners used to
communicate with customers. It was an easy way for them to quickly post
specials, feature new e-liquid “juice” flavors, and post pictures of newly
arrived products: We typically do weekly specials and then we’llthrow in
those specials with them just a way for if people, if they keep up with our
Facebook, theyare rewarded for it basically.
Picture 2.2
Types of Advertising
Source: Oklahoma, 2014
25
According to Sullivan & Adcock (stated in Japarianto and
Djati,2011:5), retail promotion is the activity of the company in order to
attract visitors and obtain information on how many the consumers. The
retail promotion mix elements are as follows:
a. Sales Promotion
Sales Promotion, are special incentives or excitement-building
program that encourage consumers to purchase a particular
product or service (Levy and Weitz (2012) cited in Azhari
(2015)).
b. Advertising
Advertising is part of the promotional mix, simply advertising is
defined as a message that offers a product aimed at the public
through a medium. (Kasali(2007:9) cited in Azhari (2015)).
B. Previous Research
This literature review tries to find out the research that already
conducted in this field and to what this thesis contribute. The following
researches have already been conducted in this field:
Table 2.1
Previous Research
Researcher Title Result
Rossomme
(2003)
Customer
Satisfaction
Measurement in A
Business-to-
Business Context: A
Conceptual
Framework
The research develops an integrated
model of customer satisfaction
measurement specific to a business-to-
business context and addresses the unique
26
Researcher Title Result
challenges inherent in this context by
incorporating learning’s from the fields of
customer satisfaction, organizational
buying behavior and relationship
marketing. The research demonstrates that
significant gaps exist in both the academic
and trade literature with regard to effective
customer satisfaction measurement of
business-to-business exchanges. As with
the pioneering literature from the early
1980s noting the issues of evaluating
service rather than product quality, the
unique challenges in assessing business-to-
business relationships must be addressed
separately from business-to-consumer
interactions. The model presented here,
rooted in existing knowledge of
organizational behavior and customer
satisfaction processes, and provides a
practical framework for managers in
evaluating the strength of their customer
relationships.
27
Researcher Title Result
Lin and
Sun (2009)
Factors Influencing
Satisfaction and
Loyalty in Online
Shopping: An
Integrated Model
This paper aims to explore how internet
customer satisfaction and loyalty can be
associated with each other and how they are
affected by these dynamics. The method
used in this research was structural equation
modeling (SEM) as the main analytical
tool. The research results point to the
following: first, customer e-satisfaction will
positively influence customer e-loyalty
directly; second, technology acceptance
factors will positively influence customer e-
satisfaction and e-loyalty directly; third,
website service quality can positively
influence customer e-satisfaction and e-
loyalty directly; and fourth, specific holdup
cost can positively influence customer e-
loyalty directly, but cannot positively
influence customer e-satisfaction directly.
Mosahabet
al. (2010)
Service Quality,
Customer
Satisfaction and
Loyalty: A Test of
Mediation
This research aimed to determine
the quality of services offered by Sepah
Bank, and also to study the relationship
between the service quality, satisfaction and
28
Researcher Title Result
loyalty. The result of this research shows
that in all aspects, customers’ expectation is
higher than their perceptions of the Bank’s
operation, and in fact the quality of offered
services is low. Besides, this research
findings show that the customer satisfaction
plays the role of a mediator in theeffects of
service quality on service loyalty. In fact,
findings of this research show that although
in all fivefold dimensions of service quality
Sepah Bank’s performance has been higher
than average limit, but its service quality
does not satisfy customers’ expectations. In
addition, findings of this research show that
there is a positive and meaningful relation
among all fivefold dimensions of service
quality with satisfaction and loyalty, which
in both cases assurance and tangibles have
the most and the least relation with
satisfaction and loyalty. In other words, it
sees that tangibles can be considered as
health factors, and assurance as
29
Researcher Title Result
motivational factor. But this research limit
into only one branch of Sepah Bank thus
may not be generalize-able to other
branches.
Tahyudin
(2012)
Analysis of
Influence of Internet
Retail Service
Quality (IRSQ) to
Consumer Online
Shopping
Satisfaction at
www.kebenaran.com
The purpose of this research was to
determine the influence of Internet Retail
Service Quality (IRSQ) (website
performance, access, security, sensation
and information) to the satisfaction
www.kebenaran.com online shoppers. The
method of analysis used was path analysis.
Based on the research revealed that:
1. IRSQ variable (performance,
access, sensation, information and security)
jointly influentialto consumer online
shopping satisfaction at
www.kebanaran.com. It’s obtained from
the results of path analysis; F count
(23.757) is greater than the F table (2.3134)
so the hypothesis (H1) is received.
2. Performance variables (X1) had
no significant influence on satisfaction (Y).
30
Researcher Title Result
This indicates that the craft tires online
shoppingwebsite already used standard
terms online shop in general, such as
membership and return policy.
3. Access variable (X2) had no
significant effect on satisfaction (Y). The
absence of this influence that the craft tires
online shopping website already used
standard terms online shop in general as a
unique craft product offerings, the choice
of language and the choice of currency, so
that consumers are no doubt to purchase
through the online shopping website
www.kebanaran.com.
4. Sensation Variable (X3) had no
significant influence on satisfaction (Y).
The absence of this influence shows craft
tires online shopping website are standard
terms used in general such as the online
chat room facility, the product can see
images from different angles, so that
consumers be sure to buy tires craft through
31
Researcher Title Result
the online shopping website
www.kebanaran.com.
5. Security variable (X4) has
significant influence on satisfaction (Y).
This shows that the security applied to the
website www.kebanaran.com very
important so that the consumers not hesitate
to transact through the online shopping
website.
6. Information variable (X5) has
significant influence on satisfaction (Y).
The existence of this influence showed that
the importance of information for
consumers such as information availability,
quality product information, product
information is accurate.
32
C. Logical Framework
Figure 2.2
Conclusion
Recommendation
Hypothesis Test
1. F – Test
2. T - Test
Multiple Linier Regression
Coefficient of Determination
(Adjusted R2)
Costumers’ Satisfaction (Y1)
Promotion (X2) Service Quality (X1)
Data Quality Test
1. Validity Test
2. Reablity Test
Classic Assumption
1. Normality Test
2. Multicolliniearity Test
3. Heteroscedascity Test
33
D. Hypothesis
From the explanation concern with this research, hypothesis
can be formulated as follows:
Ha1 : Service quality doesn’t influence customer satisfaction.
H01 : Service quality influences customer satisfaction.
Ha2 : Promotion doesn’t influence customer satisfaction.
H02 : Promotion influences customer satisfaction.
Ha3 : Service quality and promotion don’t influence customer
satisfaction simultaneously.
H03 : Service quality and promotion influence customer
satisfaction simultaneously.
34
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research is empirical study of research testing to prove the
influence of service quality and promotion toward customers’ satisfaction.
Scopes of research for this study are as follows:
1. The focus of the author in this study is the influence of service
quality and promotion toward customers’ satisfaction.
2. The location and the objects to be examined are the customers
of Lazada that located in www.lazada.co.id period June 2015.
3. For the purpose of the study, researcher employs customers’
satisfaction (Y) and service quality (X1) and promotion (X2).
B. Sampling Method
1. Population
The population of this study covers the customers of Lazada
Indonesia in the fashion segment. The reason why researcher chooses this
population because the researcher wants to know the influence of service
quality and promotion toward customers’ satisfaction of Lazada Indonesia.
A population is the aggregate of all the elements that share some
common set of characteristics and that comprise the universe for the
purpose of marketing research problem, (Maholtra, 2004: 314). Population
is the generalization which consists of object and subject of a certain
quantity and characteristics applied by researchers to learn and then drawn
35
the conclusion Population is subject or object which have certain qualities
and characteristics are determined by researcher. Thus, the population is not
only people but also objects or other natural objects. Population also not
only quantity, but includes all of characteristics’ subject or object
(Sugiyono, 2011:80).
2. Sample
Samples are selected using non probability convenience sampling
by means of sample units drawn easily be reached anywhere and anytime,
is not troublesome to measure and cooperative (Hamid, 2007: 30).
Sample is a subject of the population that should represent that
entire group. Or the sample is a subset of the population, and the sample
unit pertains to the basic level of investigation (Burns, 2005: 334). A
sample is a member of the selected population using a specific procedure
that is expected to represent its population (Sugiyono, 2007:57).
Sample is a subgroup of the elements of the population selected for
participation in the study (Maholtra, 2009:373). According to Cooper
(2007:204) convenience sampling is non probability sampling where
researcher use any radial available individuals as participants.
The researcher takes 100 samples respondent, because according to
Sugiyono (2010:74) guidelines to determining sample are as follows :
a. Sample size should be between 30-500 elements.
b. In the multivariate research (multiple linear regressions) the
sample size should be several times larger (10 times) than the
36
number of variables to be analyzed.
c. A simple experiment for research, with strict controls, sample
size between 10-20 elements.
C. Data Collection Method
1. Data Type
Data collection methods used in this study is as follows:
a. Primary Data
Primary data are originated by a researcher for the specific purposes
of addressing the problem at hand (Malhotra, 2004: 102).
Primary data was collected through Questioner. According to
Malhotra (2004:280) Questioner is a structured techniques for data
collection that consist of a series of questions, written or verbal, that a
respondent answers. Questioner method is technique data collections that
had been done with give a set of questions or written statement to the
respondent to be answered (Sugiyono, 2009:199).
This study used a likert scale that is consists of five level. Likert scale
is widely used a rating scale that requires the respondents to indicate
agreement and disagreement with each of a series statement about the
stimulus objects. Typically, each scale item has five response categories,
ranging from “strongly disagree” to “strongly agree” (Maholtra,
2004:258).
Likert scale is to measure attitude, opinion, and perceptions of
individuals or groups social phenomena (Riduwan and Engkos, 2008:20).
37
The Likert Scale of five levels to express the attitude of the respondents’
answer is as follows:
Table 3.1
Likert Scale of Five Levels
(Malhotra, 2004:258)
No Range Weight
1 Strongly Agree (SA) 5
2 Agree (A) 4
3 Neutral (N) 3
4 Disagree (D) 2
5 Strongly Disagree (SD) 1
b. Secondary Data
Secondary data is data that is not cultivated himself was collected
by researchers. Secondary data in this study are obtained from the
literatures books, scientific journals, Internet and mass media research
reports associated with this research. Secondary data is the result of studies
done by others and for different purpose than the one for which the data are
being reviewed (Cooper, 2006:89).
According to Malhotra (2004:37) data is collected for some purpose
other than the problem at hand. In the development of this study research,
techniques of taking secondary data will be used are:
1) Library Study, done for collecting the data with information
through reference books, journals, and other information which
suitable according to this study.
2) Website of Lazada Indonesia to take the information about the
38
company.
2. Collecting Data Method
Data used in this study are primary data. Primary data is data
obtained directly from the source first. Data collection is done by:
a. Questionnaire
Questionnaire is a formalized set of questions for obtaining
information for respondents. It has three specific objectives (Maholtra,
2009:330).
Three specific objectives (Maholtra, 2009:330)
a. The overriding objective is to translate the researcher’s
information needs into a set of specific questions that
respondents are willing and able to answer.
b. A questionnaire should be written to minimize demands
imposed on respondents. It should encourage them to participate
in the entire interview, without biasing their responses.
c. A questionnaire should minimize response error. These errors
can arise from respondents who give inaccurate answers or from
researchers incorrectly recording or analyzing their answers.
Questionnaire method is a method to obtain data by providing a list
of questions that will be filled by respondents including questions about the
variable service quality of Lazada Indonesia to determine the extent to
which it these things affect customer satisfaction of Lazada Indonesia.
39
D. Data Quality Test
1. Validity Test
Validity is a characteristic of measurement concerned with the
extent that a test measures what the researcher actually wishes tool reflect
true differences among participants drawn from a population (Cooper,
2006:765). According to Ghozali (2005:45) the validity of this research is
used to measure the legality of a questionnaire. Test validity used to
measure the legal valid or invalid of a questionnaire. A questionnaire is said
valid if the questions on the questionnaire are able to reveal something that
will be on the questionnaire measure. The total score on test validity said
valid if the number of scores > 0.30 (Sugiono, 2007:178).
2. Reliability Test
Reliability is a characteristic of measurement concerned with
accuracy, precision, and consistency; a necessary but not sufficient
condition for validity (if the measure is not reliable, it cannot be valid).
Reliability is concerned with estimates of the degree to which a
measurement is free a random or unstable error (Donald Cooper,
2006:352).
Reliability refers to the extent to which a scale produces consistent
results if repeated measurements are made. Therefore, reliability can be
defined as the extent to which measures are free from random error
(Maholtra, 2006: 273).
40
E. Classic Assumption
1. Normality Test
Normality test aims to test whether the regression model, the
dependent variable (customer satisfaction) and independent variables
(service quality (X1), and promotion (X2)) both have a normal distribution
or not. If the distribution of the residual values cannot be considered to be
normally distributed, then it is said there are problems with the normality
assumption.
According Ghozali (2006: 149), the principle of normality can be
detected by looking at the spread of the data (dots) on the diagonal axis of
the graph probability plots or by looking at the histogram of the residual.
Basis for decision making as follows:
a. Detection of the histogram, if the normal curves in the graph
follow a bell shape, then the data are normally distributed.
b. While the detection of the normal probability plot on the
graph, if the data (dots) spread around the diagonal line, and
follow the direction of the diagonal line, then the regression
model to meet the assumption of normality. If the spread of
the data (points) do not follow the direction of the diagonal,
then the regression model did not meet the assumption of
normality. This statistical test that can be used to test the
normality of the residuals is a statistical test of non -
parametric Kolmogorov-Smirnov (KS) (Ghozali, 2006: 151).
41
Basis for decision making, when the value of the Kolmogorov
Smirnov significance greater than 0.05, it can be said to be
normally distributed data. If the value of the significance of
the KS test is smaller than 0.05, it can be said the data was not
normally distributed.
2. Multicollinearity Test
According to Ghozali (2006:95), multicollinearity test aims to test
whether the regression model found a correlation among the independent
variables (service quality (X1), promotion (X2)). Good regression model
should not happen correlation between the independent variables (service
quality and promotion), If among the independent variables correlated with
each other, then these variables are not orthogonal. To detect the presence
or absence of multicollinearity among the independent variables in
regression model, it can be seen from Tolerance and VIF value. Cutoff
value commonly used to indicate whether there is multicollinearity or not is
Tolerance value ≤0.10 or equal to VIF value ≥10.
3. Heteroscedascity Test
Heteroscedasticity test aims to test whether the regression model of
the residual variance occurs inequality an observation to other observations.
If the variance of the residuals one observations to other observations
stable, it is called different homoskedastisitas and if it is different called
heteroscedasticity. Good regression models is that happened
homoskedastisitas or did not happen heteroscedasticity (Santoso: 2012:
42
238).
a. Looking at the scatterplot graph, if forming certain patterns,
such as dots form a certain pattern regularly (wavy, widened
then narrowed), then heteroscedasticity indicates has occurred.
If there is no clear pattern, and the points spread above and
below the 0 on the Y axis, then there is no heteroscedasticity
(Santoso, 2012: 240).
b. Glejser Test
Glejser test is done with the regressed absolute value of
residuals against the independent variables (service quality
(X1), and promotion (X2)). Guideline from glejser test are
looking at the significance level of each independent variable
(service quality (X1), and promotion (X2)) on the dependent
variable (customer satisfaction). If the significance level yield
number > 0.05, it can be said regression model does not
contain any heteroscedasticity. (Ghozali, 2006: 129).
F. Hypothesis Test
1. Simultaneous test ( F – Test )
According to Sarwono (2007:29) cited in Akbar (2014) F-test is used
to see the influence of exogenous variable to endogenous variable
simultaneously. The criteria for testing the significant level is 5% or 0.05.
Step to examine the hypothesis with F-test are as follow:
a. Calculate F-test by SPSS
43
b. Calculate the F table with the criteria significant level is 0.05
c. Determine the criteria of hypothesis test as follows :
1) If Ftest> Ftable, H0 is rejected and H1 is accepted, it means exogenous
variable has significant influence to endogenous variable
simultaneously
2) If Ftest<Ftable , H0 is accepted and H1 is rejected, it means exogenous
variable doesn’t have significant influence to endogenous variable
simultaneously.
2. Partial test ( t – Test )
The t-test was conducted to test each independent variable (X) to the
dependent variable (Y), which is conducted to determine how much each
variable consumer dissatisfaction, the characteristics of the product
category, and variety seeking influence on brand switching (brand
switching). Test steps are as follows (Ghozali, 2011: 98):
a. Determining Hypothesis Formulation
1) Ho: bi = 0. That is, there is no influence of each independent
variable (X) partially on the dependent variable (Y).
2) Ha: bi ≠ 0. That is, there is the influence of each independent
variable (X) partially on the dependent variable (Y).
b. Determining the degree of probability of 95% or the 0.05 two-way
(Two-tail).
c. Determine the criteria for decision-making
44
1) Quick look: if the value of t > 2 (in absolute value), then Ho is
rejected and Ha accepted.
2) If the value of t < 2 (in absolute value), then Ho is accepted and Ha
is rejected.
G. Multiple Linier Regression Analysis
According to Malhotra (2004:502), the regression analysis is a
statistical procedure to analyze the relationship between the dependent
variable and the independent variables. If there are two or more
independent variables then using multiple linear regression analysis. Thus
it can be seen how big the independent variables influence on the
dependent variable.
According to Malhotra (2004:512) formulas that can be used as a
multiple linear regression analysis calculation is as follows:
Y = a + b1X1 + b2X2 + e
Description:
Y = customer satisfaction (dependent)
a = constanta
X1 = service quality (independent)
X2 = promotion (independent)
b1 = regression coefficient of X1
b2 = regression coefficient of X2
e = error
45
H. The Coefficient of Determination (r2)
According to Ghozali (2006:202) cited in Akbar (2014) the coefficient
of determination (𝑟2) essentially measure how far the ability of models to
explain variation in the dependent variable. The value of determination
coefficient is between zero and one. The small means that the ability of
independent variables in explaining variations in the dependent variable is
very limited.
Basic weaknesses use the coefficient of determination is based on the
number of independent variables entered into the model. Each additional
one independent variable, then R2 would increase, no matter whether these
variables affect the dependent variable is not. Therefore, in this research
used is the R square that have been adapted or adjusted R2 as adjusted for
the variables used in this research. Adjusted R2 value can rise or fail if an
independent variable added into the model.
I. Research Variable Operation
Variable in this research consist of:
1. Independent variable
According to Cooper (2007:155), independent variable is the
variable manipulated by the researcher, thereby causing an effect or change
on the dependent variable. In this research as independent variables are
service quality (X1) and promotion (X2).
2. Dependent variable
According to cooper (2007: 156), dependent variable is the variable
46
measured predicted, or otherwise monitored by researcher, expected to be
affected by manipulation of independent variable. In this Research as the
dependent variable is customers’ satisfaction (Y).
Table 3.2
Operational Variable
Variable Indicator Scale
Service Quality (Zeithaml, Parasuraman and Malhotra, 2000, 2002)
Efficiency 1. Easy to find thing
2. Easy to get anywhere
3. Well organized information
4. Simple to use
Likert
Fulfillment 5. Delivers most relevant result
6. Quick search
7. Truthful about the services
8. Makes accurate promise
Likert
Reliability 9. Security policy is accessible
10. Privacy policy is accessible
11. Website contains company details
12. Website always maintain brand images
Likert
Privacy 13. Protects the web-job behavior
14. Keep personal information
15. Protects information about credit card
16. Product quality
Likert
Responsiveness 17. Easy to contact the e-retailer
18. E-retailer is interested in feedback
19. E-retailer quickly replies to
Likert
47
requests Promotion/ Communication Mix (Sullivan & Adcock in Japarianto and Djati (uploaded in 2015))
Sales promotion 1. Clear information about sales promotion (discount, bonus, etc)
2. The attractiveness of sales promotion
Likert
Advertising 3. The attractiveness of board and signs used by a shop
4. Appropriately distributing attractive brochures
Likert
Consumer Satisfaction (Lin & Sun, 2009)
Consumer E-Satisfaction
1. Shopping website’s related business process
2. Content and layout of the shopping website
3. The shopping website’s service level
Likert
Source: Research by Cronin and Taylor, 1992
48
CHAPTER IV
ANALYSIS
A. General Overview Research Object
Lazada Indonesia, Online Mall Adding Fashion
Lazada is part of the e-commerce network which centered in
Dubai, UAE which is also still part from Rocket Internet which is from
Germany. Lazada used the blue nuance and orange that similar nuance that
used by daring site Amazon.
Lazada focus to sell electronic consumer product and household
staffs. Numbers of famous brand already registered in Lazada Indonesia,
one of the benefits that Lazada offers is the free delivery around Jakarta,
works with Go-Jek. It is because Rocket Internet Indonesia CEO also the
founder of Go-Jek.
Lazada is an online retailer in Indonesia that gives its consumer,
chance to buy any products that related to electronics, decorations,
household up to beauty and healthy products. The ordered products will be
delivered to consumer in a really fast way and newest and best of product
quality. The payment also could be done by cash if doesnt have credit card,
but consumer will be charged Rp 10.000 which will be paid to the delivery
agent who delivered the ordered product.
49
Fashion is the next frontier for Lazada.
The largest online shopping mall in Southeast Asia, which
launched in 2012 selling electronics, health and beauty aids and lifestyle
products, Lazada quickly gained a following. The Web site has five million
Facebook fans, said Martell Hardenberg, cofounder and fashion category
manager.
Lazada is a marketplace that acts as a platform "to give large
brands an opportunity to extend their reach, especially in non-metro areas
where there is no retail infrastructure," Hardenberg said. "We started with
fashion recently so there are a couple if brands in the pipeline. Building a
category like fashion won't take very much time." The site charges brands a
commission based on sales. "It's a partnership for us," he said.
Hardenberg said the assortment is divided evenly between large
global brands and homegrown local designers. Lazada sells Esprit,
Timberland, Ray-Ban, Crocs, Moschino and Wacoal, among other labels.
"Local designers sell very well and I see great potential in Indonesia,"
Hardenberg said, adding that he wants to introduce Indonesian designers to
other countries such as Malaysia and the Philippines. "We have this
amazing network and an opportunity to promote brands outside the
country," he said. "They have great designs but don't have marketing
budgets." Two local designers sold on Lazada participated in Jakarta
Fashion Week, he said.
50
Lazada offers a variety of categories to appeal to many income
brackets. "We have customers that can do high baskets, but the focus has
been on the medium- to low-price level, mass-market brands," Hardenberg
said. "We're going to test the premium sector."
Hardenberg is looking at China and believes the platform offers
brands a way to overcome the lack of retail infrastructure in that country.
Lazada two months ago launched an Android app that got more
than 100,000 downloads in the first two weeks. The company is also
working on giving international brands their own shops-in-shop on the site.
"We're helping them provide their own look and feel," he said. "In the
Philippines, we started working on a shop-in-shop with Nike."
Payment method :
Credit card (Visa, MasterCard, BCA dan Mandiri)
COD (cash on delivery) with an additional payment for Rp.
10.000 special JABODETABEK region.
Picture 4.1
Fact about Mobile Phone
51
Leading Online Shopping Mall in Indonesia
Lazada is the pioneer of e-commerce in some countries with the
fastest growth in the world that offer online shopping experience fast, safe
and comfortable with products in categories ranging from fashion,
electronics, household appliances, children's toys and sports equipment.
Lazada always striving to provide the best customer including by offering
multiple payment options, free returns, customer service and warranty
commitments.
We continue to expand our product range as the category Fashion
Watches we offer a selection of the best quality products that you will find
all at your fingertips. Online shopping in Indonesia has never been easier!
Stay connected and get the latest offers and deals every day. Remember,
every day is a day of shopping in Lazada!
Lastly, we would like to emphasize that we are more than just one
online shop e-commerce of Indonesia. Lazada.co.id is our highest priority to
create the best online shopping experience for every customer in Indonesia.
52
B. Analysis and Discussion
1. Data Quality Test
a. Validity Test
According to Ghozali (2006:49) the validity test is used to
measure the validity of a Qustionnaire. A questionnaire is valid if the
questions on the questionnaire is able to reveal something that will be on
the questionnaire measure. The total score on test validity said valid if the
number of scores > 0.30 (Sugiono, 2007:178).
The questionnaire is divided into three main parts, those are
customers’ satisfaction (Y) and service quality (X1) and promotion (X2).
So, the number of statements in this questionnaire as many as 26 questions
with a total of 100 respondents. Before the questionnaire was given to 100
respondents, authors try to assess the validity and reliability of all such
question by spread the try out to 20 respondents.
53
The size of the validity of each question can be seen in table 4.1
below:
Table 4.1
Validity Test Result
Question
Numbers
Standard
Value (r
table)
Corrected
Item-Total
Correlation
Value
Result
1 0.4438 0.610 Valid
2 0.4438 0.589 Valid
3 0.4438 0.703 Valid
4 0.4438 0.703 Valid
5 0.4438 0.687 Valid
6 0.4438 0.539 Valid
7 0.4438 0.733 Valid
8 0.4438 0.555 Valid
9 0.4438 0.483 Valid
10 0.4438 0.460 Valid
11 0.4438 0.516 Valid
12 0.4438 0.560 Valid
13 0.4438 0.543 Valid
14 0.4438 0.547 Valid
15 0.4438 0.694 Valid
16 0.4438 0.646 Valid
17 0.4438 0.754 Valid
18 0.4438 0.784 Valid
19 0.4438 0.562 Valid
20 0.4438 0.517 Valid
21 0.4438 0.654 Valid
22 0.4438 0.540 Valid
23 0.4438 0.470 Valid
24 0.4438 0.674 Valid
25 0.4438 0.767 Valid
26 0.4438 0.562 Valid
(Source: Primary data process 2015)
54
b. Reliability Test
Reliability refers to the extent to which a scale produces consistent
result if repeated measurements are made on the characteristic. The value of
variable reliability demonstrated by the Cronbach Alpha coefficient. A
variable is said to be the Alpha Cronbach coefficient of reliability when the
Cronbach Alpha value is > 0.60, when the variable is said to be 0.60 < not
reliability (Malhotra, 2004:267).
Table 4.2
The Result of Reliability Test
Service Quality (X1)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,856 ,859 19
Based on the table 4.2 above (SPSS output), note that all variables
have the value of Cronbach's Alpha is greater than 0.60. So it can be
summed up all the variables used in this study is reliable
Table 4.3
The Result of Reliability Test
Promotion (X2)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,693 ,696 4
Based on the table 4.3 above (SPSS output), note that all variables
55
have the value of Cronbach's Alpha is greater than 0.60. So it can be
summed up all the variables used in this study is reliable
Table 4.4
The Result of Reliability Test
Customer Satisfaction (Y)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,642 ,641 3
Based on the table 4.4 above (SPSS output), note that all variables
have the value of Cronbach's Alpha is greater than 0.60. So it can be
summed up all the variables used in this study is reliable.
2. Classic Asumption
a. Normality Test
Normality test aims to test whether the regression model, the
dependent variable (customer satisfaction) and independent variables
(service quality (X1) and promotion (X2) both have a normal distribution or
not. If the distribution of the residual values cannot be considered to be
normally distributed, then it is said there are problems with the normality
assumption.
According Ghozali (2006: 149), the principle of normality can be
detected by looking at the spread of the data (dots) on the diagonal axis of
the graph probability plots or by looking at the histogram of the residual.
56
Basis for decision making as follows:
1) Detection of the histogram, if the normal curve in the graph
follow a bell shape, then the data are normally distributed.
2) While the detection of the normal probability plot on the graph, if
the data (dots) spread around the diagonal line, and follow the direction of
the diagonal line, then the regression model to meet the assumption of
normality. If the spread of the data (points) do not follow the direction of
the diagonal, then the regression model did not meet the assumption of
normality.
3) This statistical test that can be used to test the normality of the
residuals is a statistical test of non - parametric Kolmogorov-Smirnov (KS)
(Ghozali, 2006: 151). Basis for decision making, when the value of the
Kolmogorov Smirnov significance greater than 0.05, it can be said to be
normally distributed data. If the value of the significance of the KS test is
smaller than 0.05, it can be said the data was not normally distributed.
57
Figure 4.1
Normal P-Plot of Regression Standardized Residual
Dependent Variable : Customer Satisfaction
Source :Processed primary Data by SPSS 21
Based on the figure above this research has done normality data
distribution test. From the p-p plots above diagram above, it can be seen
that the plots are distributed along the diagonal Lin. Thus it can be
concluded that the data used in this research has a normal distribution.
58
Figure 4.2
Histogram
Dependent Variable : Customer Satisfaction
Source: Processed primary Data by SPSS 21
Based on the chart above, the Histogram Graphic shows normal
distribution. So that regression model requires normality assumes.
59
Table 4.5
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean ,0000000
Std. Deviation 1,05012444
Most Extreme Differences
Absolute ,113
Positive ,113
Negative -,073
Kolmogorov-Smirnov Z 1,133
Asymp. Sig. (2-tailed) ,154
a. Test distribution is Normal.
b. Calculated from data.
Source: Processed primary Data by SPSS 21
Based on the table above the value of the Kolmogorov Smirnov
significance greater than 0.05, it can be said to be normally distributed data.
b. Multicollinearity Test
According to Ghozali (2006:95), multicollinearity test aims to test
whether the regression model found a correlation among the independent
variables (service quality (X1), promotion (X2)). Good regression model
should not happen correlation between the independent variables (service
quality (X1), promotion (X2)), if among the independent variables
correlated with each other, then these variables are not orthogonal.
To detect the presence or absence of multicollinearity among the
independent variables in regression model, it can be seen from Tolerance
and VIF value. Cutoff value commonly used to indicate whether there is
60
multicolliniearity or not is tolerance value ≤0.10 or equal to VIF value ≥10.
Table 4.6
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000 ,719 1,391
Promotion ,374 ,071 ,456 5,294 ,000 ,719 1,391
a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
Based on the table above the value of Tolerance is ≤0.10 and the
value of VIF is ≥10. It can be said there is no Multicollinearity among
independent variables in regression model.
c. Heteroscedasticity Test
Heteroscedasticity test aims to test whether the regression model of
the residual variance occurs inequality an observation to other observations.
If the variance of the residuals one observations to other observations
stable, it is called different homoskedastisitas and if it is different called
heteroscedasticity. Good regression a model is that happened
homoskedastisitas or did not happen heteroscedasticity (Santoso: 2012:
238).
1) Looking at the scatterplot graph, if forming certain patterns, such
as dots form a certain pattern regularly (wavy, widened then narrowed),
then Heteroscedasticity indicates has occurred. If there is no clear pattern,
61
and the points spread above and below the 0 on the Y axis, then there is no
heteroscedasticity (Santoso, 2012: 240).
2) Glejser Test is done with the regressed absolute value of
residuals against the independent variables (service quality (X1) and
promotion (X2)). Guidelines from Glejser test is looking at the significance
level of each independent variable (service quality (X1) and promotion
(X2)) on the dependent variable (customer satisfaction). If the significance
level yield number > 0.05, it can be said regression model does not contain
any Heteroscedasticity. (Ghozali, 2006: 129).
Figure 4.3
Scatterplot
Dependent Variable : Customer Satisfaction
62
Source: Processed primary Data by SPSS 21
Based on the figure 4.3 there is no clear pattern and the points
spread above and below the 0 on the Y axis, then it can be said there is no
heteroscedasticity.
Table 4.7
Heteroscedasticity Test
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -,021 ,620 -,034 ,973
Service Quality ,002 ,011 ,027 ,230 ,819
Promotion ,054 ,041 ,156 1,322 ,189
a. Dependent Variable: res_2
Source: Processed primary Data by SPSS 21
From the figure above the significance level is > 0.05, it can be said
regression model does not contain any heteroscedasticity.
3. Descriptive Analysis
a. Service Quality
1) Efficiency
a) This website makes it easy to find what I need
63
Table 4.8
Question 1
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 59 59,0 59,0 60,0
4,00 33 33,0 33,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 1.0%
disagrees, and 59.0% neutral, 33.0% agree and 7.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that this website
makes it easy to find what i need.
b) It makes easy to get anywhere on the website
Table 4.9
Question 2
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 52 52,0 52,0 53,0
4,00 46 46,0 46,0 99,0
5,00 1 1,0 1,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 1.0%
disagrees, and 52.0% neutral, 46.0% agree and 1.0%
strongly agrees. Then it can be concluded that the
64
majority of respondent’s neutral that it makes easy to
get anywhere on the website.
c) Information at this website is well organized
Table 4.10
Question 3
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 54 54,0 54,0 55,0
4,00 43 43,0 43,0 98,0
5,00 2 2,0 2,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 1.0%
disagrees, and 54.0% neutral, 43.0% agree and 2.0%
strongly agrees. Then it can be concluded that the
majority of respondent’s neutral that information at
this website is well organized.
d) The website is simple to use
Table 4.11
Question 4
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 27 27,0 27,0 28,0
4,00 67 67,0 67,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
65
The result from the table shows that 1.0%
disagrees, and 27.0% neutral, 67.0% agree and 5.0%
strongly agrees. Then it can be concluded that the
majority of respondent’s agree that the website is
simple to use.
2) Fulfillment
e) It delivers the most relavant result as
specified
Table 4.12
Question 5
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 47 47,0 47,0 51,0
4,00 45 45,0 45,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 47.0% neutral, 45.0% agree and 4.0%
strongly agrees. Then it can be concluded that the
majority of respondent’s neutral that it delivers the
most relavant result as specified.
f) It quickly delivers the job results
66
Table 4.13
Question 6
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 60 60,0 60,0 64,0
4,00 32 32,0 32,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 60.0% neutral, 32.0% agree and 4.0%
strongly agrees. Then it can be concluded that the
majority of respondent’s neutral that it quicly delivers
the job results.
g) It is truthful about its service
Table 4.14
Question 7
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 5 5,0 5,0 5,0
3,00 49 49,0 49,0 54,0
4,00 37 37,0 37,0 91,0
5,00 9 9,0 9,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 5.0%
disagrees, and 49.0% neutral, 37.0% agree and 9.0%
strongly agrees. Then it can be concluded that the
67
majority of respondent’s neutral that it is truthful
about its service.
h) It makes accurate the promises about the
delivery of services
Table 4.15
Question 8
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 34 34,0 34,0 38,0
4,00 51 51,0 51,0 89,0
5,00 11 11,0 11,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 34.0% neutral, 51.0% agree and 11.0%
strongly agrees. Then it can be concluded that the
majority of respondent’s agree that it makes accurate
the promise about the delivery of services.
3) Reliability
a) The security policy is accessible of this
website
68
Table 4.16
Question 9
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 40 40,0 40,0 44,0
4,00 56 56,0 56,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 40.0% neutral and 56.0% agree. Then it
can be concluded that the majority of respondent’s
agree that the security policy is accessible of this
website.
b) The privacy policy is accesible of this
website
Table 4.17
Question 10
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 51 51,0 51,0 55,0
4,00 45 45,0 45,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 51.0% neutral and 45.0% agree. Then it
69
can be concluded that the majority of respondent’s
neutral that the privacy policy is accessible of this
website.
c) The website contains enough company
details
Table 4.18
Question 11
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 9 9,0 9,0 9,0
3,00 53 53,0 53,0 62,0
4,00 35 35,0 35,0 97,0
5,00 3 3,0 3,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 9.0%
disagrees, and 53.0% neutral, 35.0% agree and 3.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that the website
contains enough company details.
d) The brand images are always maintain this
website
70
Table 4.19
Quesation 12
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 45 45,0 45,0 49,0
4,00 41 41,0 41,0 90,0
5,00 10 10,0 10,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table shows that 4.0%
disagrees, and 45.0% neutral, 41.0% agree and 10.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that the brand images
are always maintain this website.
4) Privacy
e) It protects information about my web-job
searching behavior
Table 4.20
Question 13
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 60 60,0 60,0 61,0
4,00 35 35,0 35,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
71
The result from the table shows that 1.0%
disagrees, and 60.0% neutral, 35.0% agree and 4.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that it protects
information about my web-job searching behavior.
f) It doesn’t share my personal information with
other websites
Table 4.21
Question 14
Frequency Percent Valid Percent Cumulative
Percent
Valid
1,00 2 2,0 2,0 2,0
2,00 1 1,0 1,0 3,0
3,00 37 37,0 37,0 40,0
4,00 46 46,0 46,0 86,0
5,00 14 14,0 14,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.21 shows that 2.0%
strongly disagree, 1.0% disagrees, 37.0% neutral,
46.0% agree and 14.0% strongly agree. Then it can be
concluded that the majority of respondent’s agree that
it doesn’t share my personal information with other
websites.
g) It doesn’t share my personal information
about my credit card
72
Table 4.22
Question 15
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 45 45,0 45,0 46,0
4,00 33 33,0 33,0 79,0
5,00 21 21,0 21,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.22 shows that 1.0%
disagrees, 45.0% neutral, 33.0% agree and 21.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that it doesn’t share
my personal information about my credit card.
h) I don’t worry about the product quality on
this website
Table 4.23
Question 16
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 14 14,0 14,0 14,0
3,00 34 34,0 34,0 48,0
4,00 35 35,0 35,0 83,0
5,00 17 17,0 17,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.23 shows that
73
14.0% disagrees, 34.0% neutral, 35.0% agree and
17.0% strongly agree. Then it can be concluded that
the majority of respondent’s agree that i don’t worry
about the product quality on this website.
5) Responsiveness
i) It easy to get in contact with Lazada
Indonesia
Table 4.24
Question 17
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 7 7,0 7,0 7,0
3,00 49 49,0 49,0 56,0
4,00 37 37,0 37,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.24 shows that 7.0%
disagrees, 49.0% neutral, 37.0% agree and 7.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that it easy to get in
contact with Lazada Indonesia.
j) Lazada Indonesia is interested in feedback
74
Table 4.25
Question 18
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 10 10,0 10,0 10,0
3,00 46 46,0 46,0 56,0
4,00 38 38,0 38,0 94,0
5,00 6 6,0 6,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.25 shows that
10.0% disagrees, 46.0% neutral, 38.0% agree and
6.0% strongly agree. Then it can be concluded that the
majority of respondent’s neutral that Lazada Indonesia
is interested in feedback.
k) Lazada Indonesia is quickly replies to
requests
Table 4.26
Question 19
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 10 10,0 10,0 10,0
3,00 69 69,0 69,0 79,0
4,00 16 16,0 16,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.26 shows that
75
10.0% disagrees, 69.0% neutral, 16.0% agree and
5.0% strongly agree. Then it can be concluded that the
majority of respondent’s neutral that Lazada Indonesia
is quickly replies to requests.
b. Promotion
1) Sales Promotion
a) Lazada Indonesia gave a clear information about sales
promotion (discount, bonus, etc)
Table 4.27
Question 20
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 13 13,0 13,0 13,0
3,00 49 49,0 49,0 62,0
4,00 26 26,0 26,0 88,0
5,00 12 12,0 12,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.27 shows that
13.0% disagrees, and 49.0% neutral, 26.0% agree and
12.0% strongly agree. Then it can be concluded that
the majority of respondent’s neutral that Lazada
Indonesia gave a clear information about sales
promotion (discount, bonus, etc).
b) The sales promotion of Lazada Indonesia is attractive
76
Table 4.28
Question 21
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 14 14,0 14,0 14,0
3,00 46 46,0 46,0 60,0
4,00 35 35,0 35,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.28 shows that
14.0% disagrees, and 46.0% neutral, 35.0% agree and
5.0% strongly agree. Then it can be concluded that the
majority of respondent’s neutral that the sales
promotion of Lazada Indonesia is attractive.
2) Advertising
a) Lazada Indonesia used an attractive of board and signs
Table 4.29
Question 22
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 8 8,0 8,0 8,0
3,00 59 59,0 59,0 67,0
4,00 30 30,0 30,0 97,0
5,00 3 3,0 3,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.29 shows that 8.0%
77
disagrees, and 59.0% neutral, 30.0% agree and 3.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that Lazada Indonesia
used an attractive of board and signs.
b) Lazada Indonesia appropriately distributed the attractive
brochures
Table 4.30
Question 23
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 18 18,0 18,0 18,0
3,00 51 51,0 51,0 69,0
4,00 20 20,0 20,0 89,0
5,00 11 11,0 11,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.30 shows that
18.0% disagrees, and 51.0% neutral, 20.0% agree and
11.0% strongly agree. Then it can be concluded that
the majority of respondent’s neutral that Lazada
Indonesia appropriately distributed the attractive
brochures.
c. Consumer Satisfaction
3) Consumer E-Satisfaction
a) I am satisfaied with Lazada website’s related to business
process
78
Table 4.31
Question 24
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 3 3,0 3,0 3,0
3,00 60 60,0 60,0 63,0
4,00 37 37,0 37,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.31 shows that 3.0%
disagrees, and 60.0% neutral, 37.0% agree. Then it can
be concluded that the majority of respondent’s neutral
that they are satisfied with Lazada Indonesia website’s
related to business process.
b) I like the content and layout of Lazada Indonesia website
Table 4.32
Question 25
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 9 9,0 9,0 9,0
3,00 55 55,0 55,0 64,0
4,00 29 29,0 29,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.32 shows that 9.0%
disagrees, and 55.0% neutral, 29.0% agree and 7.0%
strongly agree. Then it can be concluded that the
79
majority of respondent’s neutral that they like the
content and layout of Lazada Indonesia website.
c) Holistically spreaking, I am satisfied with Lazada
website’s service level
Table 4.33
Question 26
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 6 6,0 6,0 6,0
3,00 56 56,0 56,0 62,0
4,00 33 33,0 33,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
(Source: Primary data process 2015)
The result from the table 4.33 shows that 6.0%
disagrees, and 56.0% neutral, 33.0% agree and 5.0%
strongly agree. Then it can be concluded that the
majority of respondent’s neutral that they are satisfied
with Lazada website’s service level.
80
4. Hypothesis Test
a. Simultaneous Test (F - Test)
Table 4.34
The Result of F Test
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1
Regression 101,577 2 50,788 45,125 ,000a
Residual 109,173 97 1,125
Total 210,750 99
a. Predictors: (Constant), Promotion, Service Quality
b. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
From Test ANOVA or F test is obtained F value test is 45.125
with probability 0.000. Because probability is smaller than 0.05 and F test
value (45.125) is higher than F table value (3.090). F table value get from
significant value of 0.05 with (df1)=k=2 and (df)= n-k-1 or 100-2-1 = 97
(n = number of data and k = number of independent variables) (Setiawan
and Kunto, 2013:7) so it get 3.090 from the F table. The value of F test is
45.125 > 3.090 and the significant value is 0.000 < 0.05, it can be said
that independent variables like service quality (X1) and promotion (X2)
have significant influence towards customer satisfaction (Y)
simultaneously.
81
b. Partial Test (T - Test)
Table 4.35
The Result of T Test
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000
Promotion ,374 ,071 ,456 5,294 ,000
a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
The t test result can be seen in table above, the analysis of t test result is:
Ha1: The Influence of Service Quality towards Customer Satisfaction.
1) Define hypothesis:
H01: service quality (X1) has no significant influence towards the
customer satisfaction (Y).
Ha1: service quality (X1) has a significant influence towards the customer
satisfaction (Y).
The criteria:
Then, from the result above, it can be compared to that value
(3.882) t-calculate > 2 (in absolute value), with a value of sig 0.000 <
0.05. So that H01 is rejected and Ha1 is accepted, meaning sservice quality
has significant influence towards customer satisfaction.
82
Khristianto et al. (2012) mention that service quality is a
superiority what has been expected and superiority in meeting customers'
demand. Therefore, having an overall good e-service quality is important
to increase customer satisfaction. Online retailers with excellent service
quality have the advantage of learning about their customers' expectation,
thus improving their satisfaction (Khristianto et al., 2012).
Ha2: The Influence of Promotion towards Customer Satisfaction
2) Define hypothesis:
H01: promotion (X2) has no significant influence towards the customer
satisfaction (Y).
Ha1: promotion (X2) has a significant influence towards the customer
satisfaction (Y).
The criteria:
Then, from the result above, it can be compared to that value
(5.294) t-calculate > 2 (in absolute value), with a value of sig 0.000 <
0.05. So that H01 is rejected and Ha1 is accepted, meaning promotion has
significant influence towards customer satisfaction.
This appropriate with the previous research by Reicheld and
Schefter in 2000 with the title E-Loyalty Your Secret Weapon On The
Web. They stated that a great way to build customer satisfaction is
through promotion, company need to give away a few things, product or
service promotions are a great way to build relationships with customers
because everyone is out to find a good deal.
83
5. Multiple Linier Regression Analysis
Table 4.36
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000
Promotion ,374 ,071 ,456 5,294 ,000
a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
Based on the table above, the regression equation is as follows:
Y= 0.380 + 0.071X1 + 0.374X2 + e
Description:
Y = customer satisfaction (dependent)
a = constanta
X1 = service quality (independent)
X2 = promotion (independent)
e = error
Service quality variable (X1) has regression coefficient 0.071 which
means customer service has positive influence towards customer
satisfaction variable (Y). These appropriate with the previous research by
Md. Mostafizur Rahman and Md. Hossen Miazee in 2010 with the title E-
Service Quality and Customer Satisfaction: A Study of Online Customers
84
in Bangladesh. They stated the five independent variables of e-service
quality factors are important variable which influence customers
satisfaction.
Promotion (X2) has regression coefficient 0.374 which means
pricing has positive influence towards customer satisfaction variable (Y).
This appropriate with the previous research by Reicheld and Schefter in
2000 with the title E-Loyalty Your Secret Weapon On The Web. They
stated that a great way to build customer satisfaction is through promotion,
company need to give away a few things, product or service promotions are
a great way to build relationships with customers because everyone is out to
find a good deal.
6. Coefficient of Determination (Adjusted R2)
Table 4.37
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 ,694a ,482 ,471 1,06090
a. Predictors: (Constant), Promotion, Service Quality
b. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
From the coefficient determination’s view from the table above adjusted
R square is 0.471 or 47.1% it means all independent variables like service quality
and promotion toward customer satisfaction have significant influence about
47.1%. Thus the residual coefficient, around 52.9% it will explain by the other
85
factors that is not calculated in this research.
85
CHAPTER V
CONCLUSION AND RECOMMENDATION
A. Conclusion
The purpose of this research is to analyze the influence of service
quality and promotion toward costumers’ satisfaction which is using service
quality (X1) and promotion (X2) towards customer satisfaction (Y). Based
on the statistical test using the SPSS software with 100 samples to represent
the amount of population and also the research within the previous chapters,
it can be concluded as below:
1. Service quality (X1) has significant influence towards customer
satisfaction (Y) at Lazada Indonesia with a value of significant
0.000 < 0.05
2. Promotion (X2) has significant influence towards customer
satisfaction (Y) at Lazada Indonesia with a value of significant
0.000 < 0.05
3. Service quality (X1) and promotion (X2) have significant influence
towards customer satisfaction (Y) simultaneously at Lazada
Indonesia with a value of significant 0.000 < 0.05
B. Recommendation
The result of this research shows, that service quality and promotion
have significant influence to customer satisfaction and also service quality
and promotion simultaneously have significant influence to customer
satisfaction. Based on the result, the researcher recommends to the company
86
and next researcher as follows:
1. For Company
a) Promotion
Based on the result of this research promotion variable has
significant influence to customer satisfaction. Levy and Weitz
(2012:399) stated through promotion, companies communicate
with customers to make them aware of the existence of companies
products and services so that they intertest to visit and make
purchase. The research display that the sales promotion and
advertising of Lazada is good enough, so that Lazada Indonesia
should hold and keep on its sales promotion and advertising. In
term of sales promotion, Lazada Indonesia has to create more
creativer and newer advertisement like other creative
advertisement, for instance, the advertisement of security glass that
they display in a glass a million dollars and stated in a note that if
you can break the glass than the money is yours, mini cooper that
in a picture of a real human holding a really small car (toy) and on
. To attract more potential customer from netter or not.
87
C. Future Researcher
This research found that all independent variable like service
quality and promotion toward customer satisfaction have significant
influence about 47.1%. thus the residual coefficient , around 52.9% it will
expalin by the other factors that is not calculated in this research. The next
researchers are advised to look for other factors which are not described in
this research.
89
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Appendix 1 : Research Questionnaire
RESEARCH QUESTIONER
THE INFLUENCE OF SERVICE QUALITY AND PROMOTION
TOWARD CUSTOMERS’ SATISFACTION
(Case Study on Lazada Indonesia Fashion Segment)
Regarding to finish the program of Bachelor Degree Faculty Economics
and Business Syarif Hidayatullah State Islamic University Jakarta, who is writing
this thesis as a requirement to get Bachelor Degree of Economic :
Name : Fahdzian Ghassandy Merzadi
NIM : 1111081200008
Major : Management
Faculty: Economics and Business
I will do research about “THE INFLUENCE OF SERVICE QUALITY
AND PROMOTION TOWARD CUSTOMER SATISFACTION (Case Study
on Lazada Indonesia Fashion Segment)”. Therefore, I wish
Mr/Mrs/Brother/Sister are willing to fill out this questioner.
95
Screening
Sebelum mneyelesaikan kuisioner, diharapkan kepada saudara/i untuk
melengkapi detail dibawah dengan membubuhkan tanda centang (√) pada kotak
yang sudah disediakan:
1. Apakah anda pernah berbelanja di www.lazada.co.id?
Iya Tidak
Jika Iya, tolong lanjutkan ke pernyataan selanjutnya.
Jika Tidak, tolong berhenti menjawab dan berhenti disini. Terima kasih
atas partisipasi anda.
Identitas Responden
Nama : ……………………………
Kelamin : Pria Wanita
Umur : < 20 tahun 50 – 65 tahun
20 – <35 tahun > 65 tahun
35 – <50 tahun
Pendapatan : 1. < Rp 499.999
2. Rp 500.000 – Rp 999.999
3. Rp 1.000.000 – Rp 1.499.999
4. Rp 1.500.000 – Rp 1.999.999
5. > Rp 2.000.000
Berbelanja di internet? Selalu Jarang
(tidak tentu)
96
Setiap waktu Tidak
pernah
Sesekali
Instruksi Pengisian
Tolong isi setiap pertanyaan dibawah sesuai dengan pendapat Saudara/i
tentang “THE INFLUENCE OF SERVICE QUALITY AND PROMOTION
TOWARD CUSTOMER SATISFACTION (Case Study on Lazada Indonesia
Fashion Segment)”.
Pilih satu jawaban dari lima alternative jawaban dengan memberikan tanda
centang ( √ ) pada salah satu kolom yang disediakan.
1 2 3 4 5
SD D N A SA
Details : 1. Strongly Disagree 4. Agree
2. Disagree 5. Strongly Agree
3. Neutral
Service Quality (X1)
No Questions SD D N A SA
1. Website ini memberikan kemudahan untuk
menemukan yang saya butuhkan
2. Lazada memberikan kemudahan untuk pergi
kemanapun di website
3. Informasi yang tertera di website terorganisir dengan
baik
4. Website-nya mudah untuk digunakan
5. Lazada menyampaikan hasil yang paling relavan
sesuai spesifikasi
6. Lazada dengan cepat memberikan hasil dari
pencarian (search)
7. Lazada memberikan kebenaran terhadap servisnya
97
8. Lazada sangat akurat tentang janjinya terhadap
servisnya
9. Kebijakan keamanan dapat diakses dari website
10. Kebijakan pribadi dapat diakses dari website
11. Website mengandung cukup informasi tentang detail
perusahaan
12. Gambaran tentang merek eselalu menjaga kualitas
website
13. Lazada melindungi informasi tentang gaya
berbelanja saya
14. Lazada tidak membagikan informasi pribadi saya
dengan website lainnya
15. Lazada tidak membagikan informasi credit card saya
16. Saya takut dengan kualitas produk di Lazada
17. Mudah untuk menghubungi Lazada Indonesia
18. Lazada Indonesia tertarik dengan respon balik
19. Lazada Indonesia dengan cepat membalas
permintaan
Promotion (X2)
No Questions SD D N A SA
1. Lazada Indonesia memberikan informasi yang jelas
untuk promosi penjualan (diskon, bonus, dll)
2. Promosi penjualan Lazada Indonesia menarik
3. Lazada Indonesia menggunakan tanda yang menarik
4.
Lazada Indonesia dengan baik mendistribusikan
brosur menarik
Customer E-Satisfaction (Y1)
No Questions SD D N A SA
98
1. Saya puas dengan perbelanjaan website ini yang
berhubungan dengan proses bisnis (belanja)
2. Saya menyukai konten dan tampilan websitenya
3. Jujur, saya puas dengan servis pada website ini
99
Appendix 2 : Multiple Linier Regression Analysis Questionnaire
Respondent Efficiency
Q1 Q2 Q3 Q4
1 5 5 4 4
2 2 2 2 2
3 4 4 4 4
4 5 4 3 3
5 3 3 3 3
6 3 3 4 4
7 4 3 3 4
8 3 3 3 4
9 5 4 3 4
10 4 3 3 4
11 4 3 3 4
12 3 4 4 4
13 3 4 4 4
14 4 3 4 4
15 4 4 4 4
16 3 3 3 3
17 3 3 3 4
18 3 3 3 4
19 3 3 4 3
20 3 3 3 3
21 4 4 4 4
22 3 4 3 3
23 4 4 4 4
24 3 4 4 5
25 3 4 3 4
26 4 3 5 5
27 3 4 3 4
28 3 4 4 4
29 3 4 3 4
30 3 3 4 4
31 4 4 4 4
32 5 4 3 3
33 3 3 3 3
34 3 3 4 4
35 4 3 3 4
36 3 3 3 4
37 5 4 3 4
100
38 4 3 3 4
39 5 4 3 4
40 4 3 3 4
41 4 3 3 4
42 3 4 4 4
43 3 4 4 4
44 4 3 4 4
45 4 4 4 4
46 3 3 3 3
47 3 3 3 3
48 3 3 3 4
49 3 3 3 4
50 3 3 4 3
51 3 3 3 3
52 4 4 4 4
53 3 4 3 3
54 4 4 4 4
55 3 3 4 4
56 4 3 3 4
57 3 3 3 4
58 5 4 3 4
59 4 3 3 4
60 4 3 3 4
61 3 4 4 4
62 3 4 4 4
63 4 3 4 4
64 4 4 4 4
65 3 3 3 3
66 3 3 3 4
67 3 3 3 4
68 3 3 4 3
69 3 3 3 3
70 4 4 4 4
71 3 4 3 3
72 4 4 4 4
73 3 4 4 5
74 3 4 3 4
75 4 3 5 5
76 3 4 3 4
77 3 4 4 4
78 3 4 4 4
101
79 4 3 4 4
80 4 4 4 4
81 3 3 3 3
82 3 3 3 3
83 3 3 3 4
84 3 3 3 4
85 3 3 4 3
86 3 3 3 3
87 4 4 4 4
88 3 4 3 3
89 4 4 4 4
90 3 4 3 3
91 4 4 4 4
92 3 3 3 3
93 3 3 3 4
94 3 3 3 4
95 3 3 4 3
96 3 3 3 3
97 4 4 4 4
98 3 4 3 3
99 4 4 4 4
100 3 4 4 5
Respondent Fulfillment
Q5 Q6 Q7 Q8
1 4 5 4 4
2 2 3 2 2
3 4 4 4 5
4 2 3 3 4
5 3 3 3 3
6 4 5 4 3
7 3 3 2 3
8 4 2 3 3
9 5 4 5 5
10 3 3 3 4
11 3 3 3 3
12 3 3 3 4
13 4 4 4 4
14 4 3 4 3
15 4 4 4 5
102
16 3 3 3 4
17 4 4 3 3
18 3 3 3 4
19 3 4 4 4
20 3 3 3 4
21 4 3 5 4
22 4 3 4 3
23 4 3 4 4
24 3 4 3 3
25 3 4 4 2
26 4 4 3 4
27 3 3 3 3
28 4 3 3 4
29 3 3 3 3
30 2 2 2 2
31 4 4 4 5
32 2 3 3 4
33 3 3 3 3
34 4 5 4 3
35 3 3 2 3
36 4 2 3 3
37 5 4 5 5
38 3 3 3 4
39 5 4 5 5
40 3 3 3 4
41 3 3 3 3
42 3 3 3 4
43 4 4 4 4
44 4 3 4 3
45 4 4 4 5
46 3 3 3 4
47 3 3 3 4
48 4 4 3 3
49 3 3 3 4
50 3 4 4 4
51 3 3 3 4
52 4 3 5 4
53 4 3 4 3
54 4 3 4 4
55 4 5 4 3
56 3 3 2 3
103
57 4 2 3 3
58 5 4 5 5
59 3 3 3 4
60 3 3 3 3
61 3 3 3 4
62 4 4 4 4
63 4 3 4 3
64 4 4 4 5
65 3 3 3 4
66 4 4 3 3
67 3 3 3 4
68 3 4 4 4
69 3 3 3 4
70 4 3 5 4
71 4 3 4 3
72 4 3 4 4
73 3 4 3 3
74 3 4 4 2
75 4 4 3 4
76 3 3 3 3
77 3 3 3 4
78 4 4 4 4
79 4 3 4 3
80 4 4 4 5
81 3 3 3 4
82 3 3 3 4
83 4 4 3 3
84 3 3 3 4
85 3 4 4 4
86 3 3 3 4
87 4 3 5 4
88 4 3 4 3
89 4 3 4 4
90 3 3 4 4
91 4 4 4 5
92 3 3 3 4
93 4 4 3 3
94 3 3 3 4
95 3 4 4 4
96 3 3 3 4
97 4 3 5 4
104
98 4 3 4 3
99 4 3 4 4
100 3 4 3 3
Respondent Reliability
Q9 Q10 Q11 Q12
1 2 2 4 3
2 2 2 2 2
3 4 4 4 4
4 2 2 4 4
5 3 3 3 2
6 4 4 3 4
7 3 3 4 4
8 3 3 2 3
9 4 3 3 3
10 3 3 3 4
11 3 3 4 4
12 3 4 4 4
13 4 3 3 3
14 4 4 3 4
15 4 4 4 3
16 4 4 3 3
17 4 3 3 3
18 3 3 3 4
19 3 3 3 3
20 4 3 3 3
21 4 4 4 5
22 3 3 2 5
23 4 4 4 4
24 4 4 5 3
25 3 3 3 4
26 4 4 3 4
27 3 4 4 3
28 4 4 4 4
29 4 4 3 2
30 3 3 4 3
31 4 4 4 4
32 2 2 4 4
33 3 3 3 2
34 4 4 3 4
105
35 3 3 4 4
36 3 3 2 3
37 4 3 3 3
38 3 3 3 4
39 4 3 3 3
40 3 3 3 4
41 3 3 4 4
42 3 4 4 4
43 4 3 3 3
44 4 4 3 4
45 4 4 4 3
46 4 4 3 3
47 4 4 3 3
48 4 3 3 3
49 3 3 3 4
50 3 3 3 3
51 4 3 3 3
52 4 4 4 5
53 3 3 2 5
54 4 4 4 4
55 4 4 3 4
56 3 3 4 4
57 3 3 2 3
58 4 3 3 3
59 3 3 3 4
60 3 3 4 4
61 3 4 4 4
62 4 3 3 3
63 4 4 3 4
64 4 4 4 3
65 4 4 3 3
66 4 3 3 3
67 3 3 3 4
68 3 3 3 3
69 4 3 3 3
70 4 4 4 5
71 3 3 2 5
72 4 4 4 4
73 4 4 5 3
74 3 3 3 4
75 4 4 3 4
106
76 3 4 4 3
77 3 4 4 4
78 4 3 3 3
79 4 4 3 4
80 4 4 4 3
81 4 4 3 3
82 4 4 3 3
83 4 3 3 3
84 3 3 3 4
85 3 3 3 3
86 4 3 3 3
87 4 4 4 5
88 3 3 2 5
89 4 4 4 4
90 3 4 4 4
91 4 4 4 3
92 4 4 3 3
93 4 3 3 3
94 3 3 3 4
95 3 3 3 3
96 4 3 3 3
97 4 4 4 5
98 3 3 2 5
99 4 4 4 4
100 4 4 5 3
Respondent Privacy
Q13 Q14 Q15 Q16
1 4 3 3 2
2 2 2 2 2
3 4 4 4 4
4 3 1 5 4
5 3 3 3 2
6 3 5 5 5
7 5 5 4 4
8 3 3 3 3
9 4 5 5 5
10 3 3 3 2
11 4 4 3 3
12 4 3 3 3
107
13 3 4 4 3
14 3 5 5 5
15 4 3 4 5
16 3 4 3 4
17 4 3 4 3
18 3 4 3 4
19 3 3 3 4
20 3 3 3 3
21 4 4 4 3
22 3 4 5 2
23 3 4 4 4
24 3 4 3 4
25 4 4 4 3
26 3 4 5 4
27 4 4 3 3
28 4 4 4 3
29 3 3 3 4
30 4 3 5 5
31 4 4 4 4
32 3 1 5 4
33 3 3 3 2
34 3 5 5 5
35 5 5 4 4
36 3 3 3 3
37 4 5 5 5
38 3 3 3 2
39 4 5 5 5
40 3 3 3 2
41 4 4 3 3
42 4 3 3 3
43 3 4 4 3
44 3 5 5 5
45 4 3 4 5
46 3 4 3 4
47 3 4 3 4
48 4 3 4 3
49 3 4 3 4
50 3 3 3 4
51 3 3 3 3
52 4 4 4 3
53 3 4 5 2
108
54 3 4 4 4
55 3 5 5 5
56 5 5 4 4
57 3 3 3 3
58 4 5 5 5
59 3 3 3 2
60 4 4 3 3
61 4 3 3 3
62 3 4 4 3
63 3 5 5 5
64 4 3 4 5
65 3 4 3 4
66 4 3 4 3
67 3 4 3 4
68 3 3 3 4
69 3 3 3 3
70 4 4 4 3
71 3 4 5 2
72 3 4 4 4
73 3 4 3 4
74 4 4 4 3
75 3 4 5 4
76 4 4 3 3
77 4 3 3 3
78 3 4 4 3
79 3 5 5 5
80 4 3 4 5
81 3 4 3 4
82 3 4 3 4
83 4 3 4 3
84 3 4 3 4
85 3 3 3 4
86 3 3 3 3
87 4 4 4 3
88 3 4 5 2
89 3 4 4 4
90 5 3 4 2
91 4 3 4 5
92 3 4 3 4
93 4 3 4 3
94 3 4 3 4
109
95 3 3 3 4
96 3 3 3 3
97 4 4 4 3
98 3 4 5 2
99 3 4 4 4
100 3 4 3 4
Respondent Responsiveness
Q17 Q18 Q19
1 4 5 3
2 2 2 2
3 4 4 4
4 4 3 3
5 2 2 2
6 5 4 3
7 3 3 3
8 3 3 3
9 4 4 4
10 3 3 3
11 3 4 4
12 3 4 3
13 2 4 3
14 5 4 3
15 4 4 4
16 3 2 2
17 4 3 3
18 3 3 3
19 4 4 5
20 3 3 3
21 3 3 3
22 4 5 3
23 4 3 3
24 3 4 3
25 4 3 3
26 3 3 3
27 3 3 3
28 3 3 3
29 4 3 4
30 3 3 4
31 4 4 4
110
32 4 3 3
33 2 2 2
34 5 4 3
35 3 3 3
36 3 3 3
37 4 4 4
38 3 3 3
39 4 4 4
40 3 3 3
41 3 4 4
42 3 4 3
43 2 4 3
44 5 4 3
45 4 4 4
46 3 2 2
47 3 2 2
48 4 3 3
49 3 3 3
50 4 4 5
51 3 3 3
52 3 3 3
53 4 5 3
54 4 3 3
55 5 4 3
56 3 3 3
57 3 3 3
58 4 4 4
59 3 3 3
60 3 4 4
61 3 4 3
62 2 4 3
63 5 4 3
64 4 4 4
65 3 2 2
66 4 3 3
67 3 3 3
68 4 4 5
69 3 3 3
70 3 3 3
71 4 5 3
72 4 3 3
111
73 3 4 3
74 4 3 3
75 3 3 3
76 3 3 3
77 3 4 3
78 2 4 3
79 5 4 3
80 4 4 4
81 3 2 2
82 3 2 2
83 4 3 3
84 3 3 3
85 4 4 5
86 3 3 3
87 3 3 3
88 4 5 3
89 4 3 3
90 3 4 3
91 4 4 4
92 3 2 2
93 4 3 3
94 3 3 3
95 4 4 5
96 3 3 3
97 3 3 3
98 4 5 3
99 4 3 3
100 3 4 3
Respondent Sales Promotion
Q1 Q2
1 4 4
2 2 2
3 4 4
4 4 4
5 2 2
6 5 4
7 3 4
8 3 3
9 2 4
112
10 3 3
11 3 3
12 4 3
13 4 3
14 5 4
15 3 2
16 3 3
17 3 3
18 3 2
19 2 4
20 4 3
21 3 4
22 5 5
23 3 3
24 4 3
25 3 4
26 4 4
27 4 4
28 3 3
29 3 3
30 2 2
31 4 4
32 4 4
33 2 2
34 5 4
35 3 4
36 3 3
37 2 4
38 3 3
39 2 4
40 3 3
41 3 3
42 4 3
43 4 3
44 5 4
45 3 2
46 3 3
47 3 3
48 3 3
49 3 2
50 2 4
113
51 4 3
52 3 4
53 5 5
54 3 3
55 5 4
56 3 4
57 3 3
58 2 4
59 3 3
60 3 3
61 4 3
62 4 3
63 5 4
64 3 2
65 3 3
66 3 3
67 3 2
68 2 4
69 4 3
70 3 4
71 5 5
72 3 3
73 4 3
74 3 4
75 4 4
76 4 4
77 4 3
78 4 3
79 5 4
80 3 2
81 3 3
82 3 3
83 3 3
84 3 2
85 2 4
86 4 3
87 3 4
88 5 5
89 3 3
90 4 3
91 3 2
114
92 3 3
93 3 3
94 3 2
95 2 4
96 4 3
97 3 4
98 5 5
99 3 3
100 4 3
Respondent Advertising
Q3 Q4
1 5 4
2 2 2
3 4 5
4 5 4
5 2 2
6 4 2
7 4 3
8 3 3
9 3 5
10 3 3
11 3 3
12 3 3
13 2 3
14 4 2
15 3 5
16 3 3
17 4 3
18 3 3
19 3 4
20 3 4
21 4 3
22 3 2
23 3 3
24 4 2
25 4 4
26 4 4
27 3 4
28 2 3
115
29 3 3
30 3 3
31 4 5
32 5 4
33 2 2
34 4 2
35 4 3
36 3 3
37 3 5
38 3 3
39 3 5
40 3 3
41 3 3
42 3 3
43 2 3
44 4 2
45 3 5
46 3 3
47 3 3
48 4 3
49 3 3
50 3 4
51 3 4
52 4 3
53 3 2
54 3 3
55 4 2
56 4 3
57 3 3
58 3 5
59 3 3
60 3 3
61 3 3
62 2 3
63 4 2
64 3 5
65 3 3
66 4 3
67 3 3
68 3 4
69 3 4
116
70 4 3
71 3 2
72 3 3
73 4 2
74 4 4
75 4 4
76 3 4
77 3 3
78 2 3
79 4 2
80 3 5
81 3 3
82 3 3
83 4 3
84 3 3
85 3 4
86 3 4
87 4 3
88 3 2
89 3 3
90 4 4
91 3 5
92 3 3
93 4 3
94 3 3
95 3 4
96 3 4
97 4 3
98 3 2
99 3 3
100 4 2
Respondent Customer e-Satisfaction
Q1 Q2 Q3
1 4 3 5
2 2 2 3
3 4 4 4
4 4 3 3
5 2 2 2
6 4 5 4
117
7 3 3 3
8 3 3 3
9 3 4 5
10 3 3 4
11 4 4 4
12 3 3 3
13 4 3 2
14 4 5 4
15 3 4 3
16 3 3 4
17 3 2 3
18 3 3 3
19 3 4 3
20 4 3 3
21 3 3 4
22 4 4 4
23 4 3 3
24 3 3 3
25 3 4 3
26 3 4 3
27 4 3 3
28 3 2 3
29 3 4 3
30 3 3 3
31 4 4 4
32 4 3 3
33 2 2 2
34 4 5 4
35 3 3 3
36 3 3 3
37 3 4 5
38 3 3 4
39 3 4 5
40 3 3 4
41 4 4 4
42 3 3 3
43 4 3 2
44 4 5 4
45 3 4 3
46 3 3 4
47 3 3 4
118
48 3 2 3
49 3 3 3
50 3 4 3
51 4 3 3
52 3 3 4
53 4 4 4
54 4 3 3
55 4 5 4
56 3 3 3
57 3 3 3
58 3 4 5
59 3 3 4
60 4 4 4
61 3 3 3
62 4 3 2
63 4 5 4
64 3 4 3
65 3 3 4
66 3 2 3
67 3 3 3
68 3 4 3
69 4 3 3
70 3 3 4
71 4 4 4
72 4 3 3
73 3 3 3
74 3 4 3
75 3 4 3
76 4 3 3
77 3 3 3
78 4 3 2
79 4 5 4
80 3 4 3
81 3 3 4
82 3 3 4
83 3 2 3
84 3 3 3
85 3 4 3
86 4 3 3
87 3 3 4
88 4 4 4
119
89 4 3 3
90 4 3 3
91 3 4 3
92 3 3 4
93 3 2 3
94 3 3 3
95 3 4 3
96 4 3 3
97 3 3 4
98 4 4 4
99 4 3 3
100 3 3 3
120
Appendix 3 : Frequency of Respondents
Question 1
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 59 59,0 59,0 60,0
4,00 33 33,0 33,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
Question 2
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 52 52,0 52,0 53,0
4,00 46 46,0 46,0 99,0
5,00 1 1,0 1,0 100,0
Total 100 100,0 100,0
Question 3
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 54 54,0 54,0 55,0
4,00 43 43,0 43,0 98,0
5,00 2 2,0 2,0 100,0
Total 100 100,0 100,0
121
Question 4
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 27 27,0 27,0 28,0
4,00 67 67,0 67,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
Question 5
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 47 47,0 47,0 51,0
4,00 45 45,0 45,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
Question 6
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 60 60,0 60,0 64,0
4,00 32 32,0 32,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
122
Question 7
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 5 5,0 5,0 5,0
3,00 49 49,0 49,0 54,0
4,00 37 37,0 37,0 91,0
5,00 9 9,0 9,0 100,0
Total 100 100,0 100,0
Question 8
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 34 34,0 34,0 38,0
4,00 51 51,0 51,0 89,0
5,00 11 11,0 11,0 100,0
Total 100 100,0 100,0
Question 9
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 40 40,0 40,0 44,0
4,00 56 56,0 56,0 100,0
Total 100 100,0 100,0
123
Question 10
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 51 51,0 51,0 55,0
4,00 45 45,0 45,0 100,0
Total 100 100,0 100,0
Question 11
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 9 9,0 9,0 9,0
3,00 53 53,0 53,0 62,0
4,00 35 35,0 35,0 97,0
5,00 3 3,0 3,0 100,0
Total 100 100,0 100,0
Question 12
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 4 4,0 4,0 4,0
3,00 45 45,0 45,0 49,0
4,00 41 41,0 41,0 90,0
5,00 10 10,0 10,0 100,0
Total 100 100,0 100,0
124
Question 13
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 60 60,0 60,0 61,0
4,00 35 35,0 35,0 96,0
5,00 4 4,0 4,0 100,0
Total 100 100,0 100,0
Question 14
Frequency Percent Valid Percent Cumulative
Percent
Valid
1,00 2 2,0 2,0 2,0
2,00 1 1,0 1,0 3,0
3,00 37 37,0 37,0 40,0
4,00 46 46,0 46,0 86,0
5,00 14 14,0 14,0 100,0
Total 100 100,0 100,0
Question 15
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 1 1,0 1,0 1,0
3,00 45 45,0 45,0 46,0
4,00 33 33,0 33,0 79,0
5,00 21 21,0 21,0 100,0
Total 100 100,0 100,0
125
Question 16
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 14 14,0 14,0 14,0
3,00 34 34,0 34,0 48,0
4,00 35 35,0 35,0 83,0
5,00 17 17,0 17,0 100,0
Total 100 100,0 100,0
Question 17
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 7 7,0 7,0 7,0
3,00 49 49,0 49,0 56,0
4,00 37 37,0 37,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
Question 18
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 10 10,0 10,0 10,0
3,00 46 46,0 46,0 56,0
4,00 38 38,0 38,0 94,0
5,00 6 6,0 6,0 100,0
Total 100 100,0 100,0
126
Question 19
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 10 10,0 10,0 10,0
3,00 69 69,0 69,0 79,0
4,00 16 16,0 16,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
Question 20
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 13 13,0 13,0 13,0
3,00 49 49,0 49,0 62,0
4,00 26 26,0 26,0 88,0
5,00 12 12,0 12,0 100,0
Total 100 100,0 100,0
Question 21
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 14 14,0 14,0 14,0
3,00 46 46,0 46,0 60,0
4,00 35 35,0 35,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
127
Question 22
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 8 8,0 8,0 8,0
3,00 59 59,0 59,0 67,0
4,00 30 30,0 30,0 97,0
5,00 3 3,0 3,0 100,0
Total 100 100,0 100,0
Question 23
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 18 18,0 18,0 18,0
3,00 51 51,0 51,0 69,0
4,00 20 20,0 20,0 89,0
5,00 11 11,0 11,0 100,0
Total 100 100,0 100,0
Question 24
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 3 3,0 3,0 3,0
3,00 60 60,0 60,0 63,0
4,00 37 37,0 37,0 100,0
Total 100 100,0 100,0
128
Question 25
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 9 9,0 9,0 9,0
3,00 55 55,0 55,0 64,0
4,00 29 29,0 29,0 93,0
5,00 7 7,0 7,0 100,0
Total 100 100,0 100,0
Question 26
Frequency Percent Valid Percent Cumulative
Percent
Valid
2,00 6 6,0 6,0 6,0
3,00 56 56,0 56,0 62,0
4,00 33 33,0 33,0 95,0
5,00 5 5,0 5,0 100,0
Total 100 100,0 100,0
129
Appendix 4 : Validity and Reliability Test
Question Numbers
Standard Value (r table)
Corrected Item-Total Correlation Value
Result
1 0.4438 0.610 Valid
2 0.4438 0.589 Valid
3 0.4438 0.703 Valid
4 0.4438 0.703 Valid
5 0.4438 0.687 Valid
6 0.4438 0.539 Valid
7 0.4438 0.733 Valid
8 0.4438 0.555 Valid
9 0.4438 0.483 Valid
10 0.4438 0.460 Valid
11 0.4438 0.516 Valid
12 0.4438 0.560 Valid
13 0.4438 0.543 Valid
14 0.4438 0.547 Valid
15 0.4438 0.694 Valid
16 0.4438 0.646 Valid
17 0.4438 0.754 Valid
18 0.4438 0.784 Valid
19 0.4438 0.562 Valid
20 0.4438 0.517 Valid
21 0.4438 0.654 Valid
22 0.4438 0.540 Valid
23 0.4438 0.470 Valid
24 0.4438 0.674 Valid
25 0.4438 0.767 Valid
26 0.4438 0.562 Valid
130
The Result of Reliability Test
Service Quality (X1)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,856 ,859 19
The Result of Reliability Test
Promotion (X2)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,693 ,696 4
The Result of Reliability Test
Customer Satisfaction (Y)
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
,642 ,641 3
131
Appendix 5 : Output SPSS
Normal P-Plot of Regression Standardized Residual
Dependent Variable : Customer Satisfaction
132
Histogram
Dependent Variable : Customer Satisfaction
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean ,0000000
Std. Deviation 1,05012444
Most Extreme Differences
Absolute ,113
Positive ,113
Negative -,073
Kolmogorov-Smirnov Z 1,133
Asymp. Sig. (2-tailed) ,154
a. Test distribution is Normal.
b. Calculated from data.
133
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000 ,719 1,391
Promotion ,374 ,071 ,456 5,294 ,000 ,719 1,391
a. Dependent Variable: Customer Satisfaction
Scatterplot
Dependent Variable : Customer Satisfaction
134
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -,021 ,620 -,034 ,973
Service Quality ,002 ,011 ,027 ,230 ,819
Promotion ,054 ,041 ,156 1,322 ,189
a. Dependent Variable: res_2
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1
Regression 101,577 2 50,788 45,125 ,000a
Residual 109,173 97 1,125
Total 210,750 99
a. Predictors: (Constant), Promotion, Service Quality
b. Dependent Variable: Customer Satisfaction
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000
Promotion ,374 ,071 ,456 5,294 ,000
a. Dependent Variable: Customer Satisfaction
135
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) ,380 1,078 ,352 ,726
Service Quality ,071 ,018 ,335 3,882 ,000
Promotion ,374 ,071 ,456 5,294 ,000
a. Dependent Variable: Customer Satisfaction
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 ,694a ,482 ,471 1,06090
a. Predictors: (Constant), Promotion, Service Quality
b. Dependent Variable: Customer Satisfaction
