Lampiran 1 KUESIONER PENELITIAN

Lampiran 1 KUESIONER PENELITIAN Pengaruh Brand Equity Terhadap Keputusan Pembelian Donat Kemasan Paket Pada J.CO DONUTS & COFFEE Cabang Ringroad City Walks Medan A. Identitas Responden a. Nama : b. Jenis Kelamin : Pria/ Wanita c. Umur : B. Petunjuk Pengisian 1. Mohon memberi tanda ceklis ( ) pada jawaban yang Bapak/Ibu anggap paling sesuai. 2. Setiap pertanyaan hanya membutuhkan satu jawaban saja. 3. Kriteria jawaban : Sangat Tidak Setuju : STS Tidak Setuju : TS Kurang Setuju : KS Setuju : S Sangat Setuju : SS 74

No Brand Awareness (X 1 ) STS TS KS S SS 1 J.CO Donuts & Coffee sudah dikenal dikalangan umum 2 Saya mengingat dengan baik logo dari produk J.CO Donuts & Coffee No Brand Association (X2) STS TS KS S SS 1 Donat kemasan J.CO Donuts & Coffee lebih unggul dibanding donat kemasan merek lain 2 Donat kemasan J.CO Donuts & Coffee lebih terkenal dibanding donat kemasan merek lain 3 Donat kemasan J.CO Donuts & Coffee memberi kesan lebih berkelas dibanding donat kemasan merek lain No Perceived Quality (X3) STS TS KS S SS 1 Produk J.CO Donuts & Coffee memiliki citra rasa yang khas 2 Kandungan bahan donat J.CO Donuts & Coffee terbuat dari bahan yang aman dikonsumsi 3 Donat J.CO Donuts & Coffee sangat berkualitas No Brand Loyalty (X4) STS TS KS S SS 1 Saya sangat menyukai donat J.CO Donuts & Coffee 2 Saya menjadikan J.CO Donuts & Coffee pilihan pertama saya dalam membeli donut kemasan dibanding dengan merek lain 3 Saya tidak ingin beralih pada donat kemasan merek lain 75

No Keputusan Pembelian (Y) STS TS KS S SS 1 Saya membeli donat kemasan J.CO Donuts and Coffee karena sesuai dengan kebutuhan saya 2 Saya memperoleh informasi yang memadai sebelum memutuskan untuk membeli donat kemasan J.CO Donuts and Coffee 3 Donat kemasan J.CO Donuts & Coffee merupakan pilihan terbaik setelah membandingkan dengan donat kemasan merek lain 4 Saya memiliki keyakinan, bahwa saya sudah mengambil keputusan yang tepat untuk membeli donat kemasan J.CO Donuts & Coffee TERIMA KASIH 76

Lampiran 2 Uji itas dan Reliabilitas Reliability Case Processing Summary N % 30 100,0 Cases Excluded a 0,0 30 100,0 a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's N of Items Alpha,887 15 Scale Mean if Item Deleted Item- Statistics Scale Variance Corrected Itemif Item Deleted Correlation Cronbach's Alpha if Item Deleted P1 56,40 27,145,691,876 P2 56,77 24,599,609,880 P3 56,30 26,700,625,877 P4 56,30 26,907,527,881 P5 56,10 28,714,449,884 P6 55,97 28,240,465,883 P7 56,30 26,976,657,876 P8 56,20 27,545,459,884 P9 56,07 28,271,371,887 P10 56,47 26,533,648,876 P11 56,20 27,476,470,883 P12 56,13 26,740,549,880 P13 56,23 27,426,576,879 P14 56,53 26,464,618,877 P15 56,23 26,461,673,875 77

Lampiran 3 Karakteristik Responden N Statistics Jenis_Kelamin Usia 73 73 Missing 0 0 Jenis_Kelamin Frequency Cumulative L 24 32,9 32,9 32,9 P 49 67,1 67,1 100,0 Usia Frequency Cumulative <20 Tahun 11 15,1 15,1 15,1 >50 Tahun 7 9,6 9,6 24,7 20-30 Tahun 15 20,5 20,5 45,2 31-40 Tahun 23 31,5 31,5 76,7 41-50 tahun 17 23,3 23,3 100,0 78

Lampiran 4 Tabulasi Jawaban Responden No. X1 X2 X3 X4 Y P1 P2 P1 P2 P3 P1 P2 P3 P1 P2 P3 P1 P2 P3 P4 1 5 4 9 4 4 5 13 4 4 4 12 4 3 4 11 4 4 5 4 17 2 4 4 8 5 4 4 13 4 4 4 12 5 3 5 13 4 4 5 4 17 3 4 4 8 4 4 4 12 4 5 4 13 4 5 4 13 5 4 4 4 17 4 4 4 8 3 5 5 13 5 5 4 14 4 4 4 12 4 5 4 5 18 5 4 4 8 4 4 4 12 5 4 4 13 4 4 4 12 4 4 4 4 16 6 4 3 7 3 3 4 10 5 4 4 13 3 4 4 11 5 4 3 3 15 7 4 2 6 5 5 5 15 4 4 4 12 4 3 4 11 4 4 4 4 16 8 4 4 8 3 5 4 12 3 4 5 12 4 4 4 12 4 4 4 5 17 9 4 4 8 4 5 5 14 4 5 4 13 4 4 4 12 4 4 4 4 16 10 4 2 6 5 4 4 13 5 4 4 13 4 3 5 12 5 5 3 4 17 11 3 4 7 4 4 4 12 4 4 5 13 4 4 4 12 4 4 4 4 16 12 4 2 6 4 3 4 11 3 4 5 12 3 3 3 9 4 3 4 3 14 13 4 4 8 4 4 4 12 5 5 4 14 4 4 4 12 5 4 4 5 18 14 4 2 6 3 5 4 12 5 4 4 13 4 3 4 11 4 4 4 4 16 15 4 4 8 3 4 4 11 4 4 4 12 4 3 5 12 3 4 3 4 14 16 3 3 6 5 4 5 14 4 4 4 12 3 3 3 9 4 3 3 3 13 17 4 4 8 4 4 4 12 5 4 5 14 4 4 4 12 4 4 4 5 17 18 3 2 5 3 3 4 10 4 4 4 12 3 3 3 9 4 3 3 4 14 19 4 4 8 2 4 5 11 5 5 4 14 5 4 5 14 5 4 4 5 18 20 5 4 9 4 4 4 12 5 5 3 13 4 4 4 12 4 4 4 4 16 21 3 3 6 4 5 4 13 4 5 4 13 5 3 3 11 4 4 3 4 15 22 4 4 8 4 4 4 12 4 4 4 12 4 4 4 12 3 4 4 4 15 23 4 4 8 4 4 4 12 5 4 4 13 3 4 4 11 4 5 4 4 17 24 4 4 8 4 5 5 14 4 5 4 13 3 4 4 11 4 4 3 4 15 25 4 5 9 4 4 4 12 4 4 4 12 4 5 4 13 5 4 4 4 17 26 5 5 10 5 4 5 14 5 5 5 15 5 5 5 15 4 5 5 5 19 27 4 4 8 3 3 5 11 4 4 4 12 4 4 4 12 4 4 4 4 16 28 4 4 8 4 4 5 13 4 4 4 12 4 3 5 12 5 5 3 4 17 29 4 4 8 5 4 4 13 4 4 4 12 4 4 3 11 4 4 4 4 16 30 3 4 7 3 5 4 12 3 5 4 12 4 3 4 11 4 4 3 3 14 31 4 4 8 3 4 4 11 4 5 4 13 4 3 3 10 4 4 5 4 17 32 4 4 8 4 4 4 12 3 5 4 12 4 3 3 10 4 4 5 4 17 33 4 4 8 4 5 4 13 3 5 4 12 4 2 3 9 5 4 4 4 17 34 4 3 7 3 5 5 13 5 4 5 14 5 4 5 14 4 5 4 5 18 35 4 4 8 3 4 5 12 5 4 4 13 4 4 4 12 4 4 4 4 16 36 4 5 9 4 4 5 13 4 5 4 13 4 4 4 12 5 4 3 3 15 37 4 4 8 3 4 4 11 4 5 5 14 4 4 4 12 4 4 4 4 16 38 4 4 8 4 4 4 12 5 4 4 13 5 5 3 13 4 4 4 5 17 39 4 4 8 3 3 4 10 4 4 4 12 4 5 4 13 4 4 4 4 16 40 4 4 8 4 4 5 13 5 4 4 13 4 4 4 12 5 5 3 4 17 41 4 4 8 5 4 4 13 3 4 4 11 4 4 4 12 4 4 4 4 16 79

Lanjutan Lampiran 4 No. X1 X2 X3 X4 Y P1 P2 P1 P2 P3 P1 P2 P3 P1 P2 P3 P1 P2 P3 P4 42 4 2 6 4 4 5 13 4 4 4 12 4 4 4 12 3 3 3 4 13 43 4 4 8 5 4 4 13 4 5 4 13 5 4 5 14 5 5 4 5 19 44 4 4 8 4 4 4 12 3 4 4 11 4 3 4 11 4 4 4 4 16 45 4 4 8 4 4 4 12 4 5 4 13 4 4 4 12 3 4 3 4 14 46 3 4 7 5 4 5 14 2 5 5 12 4 3 5 12 3 3 3 5 14 47 4 2 6 4 4 4 12 3 4 4 11 4 3 4 11 4 4 4 5 17 48 4 4 8 4 4 4 12 3 5 4 12 3 3 3 9 4 3 3 4 14 49 4 4 8 4 4 4 12 4 5 5 14 5 4 5 14 5 4 4 5 18 50 4 2 6 4 3 4 11 3 5 4 12 3 3 4 10 4 4 4 4 16 51 4 4 8 4 4 4 12 3 4 3 10 4 4 5 13 4 4 3 4 15 52 4 2 6 4 4 4 12 4 4 4 12 4 3 3 10 3 4 4 4 15 53 4 4 8 3 4 3 10 5 4 4 13 3 4 4 11 4 5 4 4 17 54 4 2 6 4 4 4 12 4 4 4 12 4 3 3 10 4 4 3 4 15 55 4 4 8 4 5 5 14 4 4 4 12 3 4 5 12 5 4 4 4 17 56 5 4 9 4 4 4 12 5 5 5 15 5 5 5 15 4 5 5 5 19 57 4 4 8 4 4 4 12 5 4 4 13 4 3 5 12 4 4 4 4 16 58 3 2 5 4 4 5 13 4 4 4 12 4 4 4 12 3 5 3 4 15 59 4 4 8 4 4 4 12 4 5 4 13 4 4 4 12 4 4 3 4 15 60 4 4 8 4 4 4 12 5 4 4 13 4 3 4 11 4 4 4 4 16 61 4 3 7 4 4 4 12 4 4 5 13 4 5 4 13 4 4 4 4 16 62 4 4 8 4 4 4 12 5 4 4 13 4 4 5 13 4 4 4 4 16 63 4 4 8 4 4 5 13 4 5 5 14 4 4 4 12 4 5 3 4 16 64 4 4 8 4 4 4 12 4 4 4 12 4 4 5 13 4 4 4 4 16 65 4 5 9 4 3 5 12 4 4 3 11 4 4 3 11 4 5 4 4 17 66 5 4 9 4 4 3 11 3 5 4 12 4 4 4 12 4 4 4 4 16 67 4 4 8 4 5 4 13 4 4 4 12 5 3 4 12 4 4 5 4 17 68 4 4 8 5 5 4 14 5 4 4 13 4 4 4 12 4 5 4 4 17 69 4 4 8 4 3 4 11 4 4 4 12 4 3 4 11 4 4 4 4 16 70 5 5 10 4 4 5 13 5 5 5 15 5 4 5 14 5 5 5 4 19 71 4 3 7 4 4 4 12 3 4 4 11 4 4 4 12 4 4 4 4 16 72 3 4 7 4 5 4 13 5 5 4 14 4 3 4 11 5 4 4 4 17 73 4 4 8 4 4 4 12 5 5 5 15 5 3 4 12 5 4 4 4 17 80

Lampian 5 Analisis Statistik Deskriptif Descriptive Statistics N Minimum Maximum Mean Std. Deviation P1 73 3,00 5,00 3,9726,44009 P2 73 2,00 5,00 3,6849,81440 P3 73 2,00 5,00 3,9178,61809 P4 73 3,00 5,00 4,0822,54654 P5 73 3,00 5,00 4,2603,50076 P6 73 2,00 5,00 4,1233,74433 P7 73 4,00 5,00 4,3836,48962 P8 73 3,00 5,00 4,1507,46162 P9 73 3,00 5,00 4,0274,55208 P10 73 2,00 5,00 3,6986,66007 P11 73 3,00 5,00 4,0548,64313 P12 73 3,00 5,00 4,1233,55139 P13 73 3,00 5,00 4,1233,52560 P14 73 3,00 5,00 3,8356,60124 P15 73 3,00 5,00 4,1096,48767 N (listwise) 73 81

a. Brand Awareness (X 1 ) Lampiran 6 Distribusi Frekuensi Jawaban Responden P1 Frequency Cumulative 3,00 8 11,0 11,0 11,0 4,00 59 80,8 80,8 91,8 5,00 6 8,2 8,2 100,0 P2 Frequency Cumulative 2,00 11 15,1 15,1 15,1 3,00 6 8,2 8,2 23,3 4,00 51 69,9 69,9 93,2 5,00 5 6,8 6,8 100,0 b. Brand Association (X 2 ) P1 Frequency Cumulative 2,00 1 1,4 1,4 1,4 3,00 14 19,2 19,2 20,5 4,00 48 65,8 65,8 86,3 5,00 10 13,7 13,7 100,0 P2 Frequency Cumulative 3,00 8 11,0 11,0 11,0 4,00 51 69,9 69,9 80,8 5,00 14 19,2 19,2 100,0 82

P3 Frequency Cumulative 3,00 2 2,7 2,7 2,7 4,00 50 68,5 68,5 71,2 5,00 21 28,8 28,8 100,0 c. Perceived Qualitiy (X 3 ) P1 Frequency Cumulative 2,00 1 1,4 1,4 1,4 3,00 13 17,8 17,8 19,2 4,00 35 47,9 47,9 67,1 5,00 24 32,9 32,9 100,0 P2 Frequency Cumulative 4,00 45 61,6 61,6 61,6 5,00 28 38,4 38,4 100,0 P3 Frequency Cumulative 3,00 3 4,1 4,1 4,1 4,00 56 76,7 76,7 80,8 5,00 14 19,2 19,2 100,0 83

d. Brand Loyalty (X 4 ) P1 Frequency Cumulative 3,00 10 13,7 13,7 13,7 4,00 51 69,9 69,9 83,6 5,00 12 16,4 16,4 100,0 P2 Frequency Cumulative 2,00 1 1,4 1,4 1,4 3,00 27 37,0 37,0 38,4 4,00 38 52,1 52,1 90,4 5,00 7 9,6 9,6 100,0 P3 Frequency Cumulative 3,00 13 17,8 17,8 17,8 4,00 43 58,9 58,9 76,7 5,00 17 23,3 23,3 100,0 e. Keputusan Pembelian (Y) P1 Frequency Cumulative 3,00 7 9,6 9,6 9,6 4,00 50 68,5 68,5 78,1 5,00 16 21,9 21,9 100,0 P2 Frequency Cumulative 3,00 6 8,2 8,2 8,2 4,00 52 71,2 71,2 79,5 5,00 15 20,5 20,5 100,0 84

P3 Frequency Cumulative 3,00 20 27,4 27,4 27,4 4,00 45 61,6 61,6 89,0 5,00 8 11,0 11,0 100,0 P4 Frequency Cumulative 3,00 5 6,8 6,8 6,8 4,00 55 75,3 75,3 82,2 5,00 13 17,8 17,8 100,0 85

Lampiran 7 Uji Asumsi Klasik a. Uji Normalitas 86

b. Uji Heteroskedastisitas Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta (Constant) 1,073 1,207,889,377 Brand_Awareness,020,079,034,256,799 1 Brand_Association,103,069,176 1,493,140 Perceived_Quality -,060,078 -,102 -,778,439 Brand_Loyalty -,079,066 -,173-1,196,236 a. Dependent Variable: Abs_Resid c. Uji Multikolonearitas Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF (Constant) 4,457 2,088 2,134,036 Brand_Awareness,369,136,282 2,708,009,753 1,328 1 Brand_Association,059,120,045,492,625,980 1,021 Perceived_Quality,370,134,279 2,754,008,796 1,257 Brand_Loyalty,297,114,290 2,599,011,656 1,524 a. Dependent Variable: Keputusan_Pembelian 87

a. Uji Serempak (Uji F) Lampiran 8 Analisis Regresi Linear Berganda ANOVA a Model Sum of Squares df Mean Square F Sig. Regression 58,605 4 14,651 13,702,000 b 1 Residual 72,710 68 1,069 131,315 72 a. Dependent Variable: Keputusan_Pembelian b. Predictors: (Constant), Brand_Loyalty, Brand_Association, Perceived_Quality, Brand_Awareness b. Uji Parsial (Uji t) Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF (Constant) 4,457 2,088 2,134,036 Brand_Awareness,369,136,282 2,708,009,753 1,328 1 Brand_Association,059,120,045,492,625,980 1,021 Perceived_Quality,370,134,279 2,754,008,796 1,257 Brand_Loyalty,297,114,290 2,599,011,656 1,524 a. Dependent Variable: Keputusan_Pembelian c. Uji Koefisien Determinasi (R 2 ) Model Summary b Model R R Square Adjusted R Std. Error of the Durbin-Watson Square Estimate 1,668 a,446,414 1,034 2,021 a. Predictors: (Constant), Brand_Loyalty, Brand_Association, Perceived_Quality, Brand_Awareness b. Dependent Variable: Keputusan_Pembelian 88