84 Lampiran 1. Kuesioner Penelitian No. Responden :.. KUESIONER PENELITIAN Selamat pagi/siang/sore, sebelumnya saya ucapkan terima kasih atas partisipasi saudara dalam membantu mengisi kuisioner ini dengan baik dan benar. Kuesioner ini digunakan sebagai bahan untuk penyusunan skripsi mengenai : ANALISIS PENGARUH BAURAN PEMASARAN JASA TERHADAP BRAND IMAGE PADA LEMBAGA PENDIDIKAN BAHASA INGGRIS ILP (INTERNATIONAL LANGUAGE PROGRAMS) CABANG BOGOR Oleh Didit Setiadi Departemen Manajemen Fakultas Ekonomi dan Manajemen Institut Pertanian Bogor Petunjuk : Isilah/ berilah tanda silang (X) pada jawaban yang anda pilih dan pada tempat yang anda sediakan. Bagian I Screening 1. Apakah anda pernah kursus bahasa Inggris di ILP Bogor? a. Ya b. Tidak (STOP, terima kasih atas partisipasi anda) 2. Apakah anda berusia 17 tahun atau lebih? a. Ya b. Tidak (STOP, terima kasih atas partisipasi anda) 3. Apakah anda atau salah satu anggota keluarga anda ada yang bekerja di ILP? a. Ya (STOP, terima kasih atas partisipasi anda) b. Tidak 3. Apakah anda telah kursus di ILP selam 1 term (3 bulan)? a. Ya, b. Tidak (STOP, terima kasih atas partisipasi anda) Bagian II Demografi IDENTITAS KONSUMEN Nama :.. Alamat :... Umur dan Jenis Kelamin :. Tahun (L/P) Pendidikan terakhir : a. SMA / sederajat b. Diploma / sederajat c. Sarjana / sederajat d. Pascasarjana / sederajat Jenis Pekerjaan : a. Pelajar b. Mahasiswa c. PNS d. Pegawai swasta / BUMN e. lainnya :.. Jumlah pengeluaran rata - rata Anda setiap bulannya : a. < Rp 300.000 d. > Rp 1.500.000 b. Rp 300.000 Rp 800.000 c. Rp 800.000 Rp 1.500.000 ASPEK PENGALAMAN KONSUMEN 1. Berapa lama anda telah mengikuti kursus di ILP : a. 1 term b. 2 term c. 3 term d. 4 term e. 5 term
85 Lanjutan Lampiran 1 2. Saat ini anda berada pada level : a. foundation b. Basic c. intermediate d. PIES e. AES f. FCE g. CAE h. TP i. TE 3. Menurut anda, apa aspek yang paling penting dari lembaga kursus bahasa Inggris? a. Materi yang up to date b. Biaya kursus yang terjangkau c. Lokasi yang strategis d. Iklan/ promosinya e. Tempat yang nyaman f. Pengajar yang berkualitas g. Metode Pengajaran 4. Siapa yang membiayai kursus anda di ILP: a. orang tua / wali b. perusahaan c. sendiri d. pihak lainnya Petunjuk : Berilah tanda ( ) pada jawaban yang paling sesuai menurut anda SS = Sangat Setuju S = Setuju BS = Biasa Saja TS = Tidak Setuju STS = Sangat Tidak Setuju Produk No Pernyataan SS S BS TS STS A1 program pendidikan bahasa Inggris yang ada di ILP berkualitas A2 ILP adalah nama merek yang bagus serta mudah diingat A3 semua jasa yang diberikan oleh ILP dapat menjamin bahwa murid ILP dapat berbahasa Inggris dengan baik A4 fasilitas belajar di ILP sudah lengkap Harga No Pernyataan SS S BS TS STS B1 Biaya kursus bahasa Inggris di ILP sudah sesuai dengan kualitas yang diberikan B2 ILP sering memberikan Diskon dan penawaran khusus Citra tempat No Pernyataan SS S BS TS STS C1 Lokasi ILP sudah strategis C2 Lokasi ILP mudah di akses
86 Lanjutan Lampiran 1 Intensitas Iklan No Pernyataan SS S BS TS STS D1 D11 - Saya sering melihat iklan ILP di TV D12 - Saya sering mendengar iklan ILP di Radio D13 - Saya sering melihat iklan ILP di iklan media cetak D14 - Saya sering melihat iklan ILP di Billboard (papan reklame) D2 D21 - ILP sering mengadakan tes TOEFL secara gratis D22 - ILP mengadakan promosi dengan menjadi sponsor kegiatan tertentu D23 - ILP sering mengadakan event/ kegiatan menarik Proses No Pernyataan SS S BS TS STS E1 Prosedur pengajaran di ILP sudah baik E2 Keterlibatan murid dalam pelajaran di kelas sangat diutamakan E3 Urutan aktivitas proses pelayanan selama kursus telah tepat waktu Lingkungan Fisik No Pernyataan SS S BS TS STS F1 F11 - Tata ruang ILP secara keseluruhan sudah baik F12 tempat menunggu di ILP sudah nyaman F13 parkiran untuk kendaraan yang luas F14 toilet di ILP selalu bersih dan terawatt F2 F21 pencahayaan ketika sedang belajar di kelas sudah baik F22 pengharum ruangan selalu disemprotkan ketika pelajaran akan dimulai F23 tata letak tempat duduk dan meja selalu rapih ketika pelajaran akan dimulai F24 kebersihan kelas selalu terjaga ketika pelajaran akan dimulai F25 penyejuk ruangan (AC) selalu berfungsi dengan baik
87 Lanjutan Lampiran 1 F3 F4 F5 Perabotan serta peralatan di ILP selalu tertata rapih dan teratur Tingkat kebisingan ketika belajar sangat rendah Toilet di ILP selalu bersih dan terawatt Karyawan dan Staf Pengajar No Pernyataan SS S BS TS STS G1 Penampilan karyawan ILP sudah baik dan rapih G2 Karyawan ILP dapat merespon dengan cepat dan tepat ketika ada pertanyaan dan keluhan G3 Karyawan ILP memiliki sikap yang baik G4 Kemampuan Staf pengajar di ILP sudah berkualitas G5 Karyawan ILP memiliki perhatian tinggi apabila ada pertanyaan dan keluhan Citra Merek No Pernyataan SS S BS TS STS H1 ILP merupaka tempat kursus yang lebih terkenal dibandingkan tempat kursus lainnya H2 ILP memberikan pelayanan yang menyenangkan dan menarik H3 ILP sangat memberikan manfaat
88 Lampiran 2. Output SPSS Uji Validitas dan Reliabilitas Produk Correlations A1 A2 A3 A4 Jumlah A1 Pearson Correlation 1.478 **.494 **.337 *.645 ** Sig. (1-tailed).004.003.034.000 N 30 30 30 30 30 A2 Pearson Correlation.478 ** 1.760 **.617 **.890 ** Sig. (1-tailed).004.000.000.000 N 30 30 30 30 30 A3 Pearson Correlation.494 **.760 ** 1.663 **.910 ** Sig. (1-tailed).003.000.000.000 N 30 30 30 30 30 A4 Pearson Correlation.337 *.617 **.663 ** 1.814 ** Sig. (1-tailed).034.000.000.000 N 30 30 30 30 30 Jumlah Pearson Correlation.645 **.890 **.910 **.814 ** 1 Sig. (1-tailed).000.000.000.000 N 30 30 30 30 30 **. Correlation is significant at the 0.01 level (1-tailed). *. Correlation is significant at the 0.05 level (1-tailed). Reliability Statistics Cronbach's Alpha N of Items.838 4 HARGA Correlations B1 B2 jumlah B1 Pearson Correlation 1.877 **.967 ** Sig. (1-tailed).000.000 N 30 30 30 B2 Pearson Correlation.877 ** 1.971 ** Sig. (1-tailed).000.000 N 30 30 30 Jumlah Pearson Correlation.967 **.971 ** 1 Sig. (1-tailed).000.000 N 30 30 30 **. Correlation is significant at the 0.01 level (1-tailed). Reliability Statistics Cronbach's Alpha N of Items.934 2
89 Lanjutan Lampiran 2 TEMPAT Correlations C1 C2 Jumlah C1 Pearson Correlation 1.587 **.870 ** Sig. (1-tailed).000.000 N 30 30 30 C2 Pearson Correlation.587 ** 1.910 ** Sig. (1-tailed).000.000 N 30 30 30 Jumlah Pearson Correlation.870 **.910 ** 1 Sig. (1-tailed).000.000 N 30 30 30 **. Correlation is significant at the 0.01 level (1-tailed). Reliability Statistics Cronbach's Alpha N of Items.733 2 Iklan tahap 1 Correlations D11 D12 D13 D14 D21 D22 D23 Jumlah D11 Pearson Correlation 1.500 **.406 * -.014.551 **.415 *.292.562 ** Sig. (2-tailed).005.026.943.002.023.118.001 D12 Pearson Correlation.500 ** 1.671 **.125.896 **.665 **.642 **.842 ** Sig. (2-tailed).005.000.509.000.000.000.000 D13 Pearson Correlation.406 *.671 ** 1.203.667 **.936 **.899 **.927 ** Sig. (2-tailed).026.000.283.000.000.000.000 D14 Pearson Correlation -.014.125.203 1.157.054.050.278 Sig. (2-tailed).943.509.283.408.775.795.136 D21 Pearson Correlation.551 **.896 **.667 **.157 1.698 **.646 **.862 ** Sig. (2-tailed).002.000.000.408.000.000.000 D22 Pearson Correlation.415 *.665 **.936 **.054.698 ** 1.939 **.915 ** Sig. (2-tailed).023.000.000.775.000.000.000 D23 Pearson Correlation.292.642 **.899 **.050.646 **.939 ** 1.875 ** Sig. (2-tailed).118.000.000.795.000.000.000 Jumlah Pearson Correlation.562 **.842 **.927 **.278.862 **.915 **.875 ** 1 Sig. (2-tailed).001.000.000.136.000.000.000 **. Correlation is significant at the 0.01 level (2-tailed).
90 Correlations D11 D12 D13 D14 D21 D22 D23 Jumlah D11 Pearson Correlation 1.500 **.406 * -.014.551 **.415 *.292.562 ** Sig. (2-tailed).005.026.943.002.023.118.001 D12 Pearson Correlation.500 ** 1.671 **.125.896 **.665 **.642 **.842 ** Sig. (2-tailed).005.000.509.000.000.000.000 D13 Pearson Correlation.406 *.671 ** 1.203.667 **.936 **.899 **.927 ** Sig. (2-tailed).026.000.283.000.000.000.000 D14 Pearson Correlation -.014.125.203 1.157.054.050.278 Sig. (2-tailed).943.509.283.408.775.795.136 D21 Pearson Correlation.551 **.896 **.667 **.157 1.698 **.646 **.862 ** Sig. (2-tailed).002.000.000.408.000.000.000 D22 Pearson Correlation.415 *.665 **.936 **.054.698 ** 1.939 **.915 ** Sig. (2-tailed).023.000.000.775.000.000.000 D23 Pearson Correlation.292.642 **.899 **.050.646 **.939 ** 1.875 ** Sig. (2-tailed).118.000.000.795.000.000.000 Jumlah Pearson Correlation.562 **.842 **.927 **.278.862 **.915 **.875 ** 1 Sig. (2-tailed).001.000.000.136.000.000.000 *. Correlation is significant at the 0.05 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.882 7 Iklan Tahan 2 Correlations D11 D12 D13 D21 D22 D23 JUMLAH D11 Pearson Correlation 1.500 **.406 *.551 **.415 *.292.584 ** Sig. (2-tailed).005.026.002.023.118.001 N 30 30 30 30 30 30 30 D12 Pearson Correlation.500 ** 1.671 **.896 **.665 **.642 **.849 ** Sig. (2-tailed).005.000.000.000.000.000 N 30 30 30 30 30 30 30 D13 Pearson Correlation.406 *.671 ** 1.667 **.936 **.899 **.924 ** Sig. (2-tailed).026.000.000.000.000.000 N 30 30 30 30 30 30 30 D21 Pearson Correlation.551 **.896 **.667 ** 1.698 **.646 **.864 ** Sig. (2-tailed).002.000.000.000.000.000 N 30 30 30 30 30 30 30
91 Lanjutan Lampiran 2 D22 Pearson Correlation.415 *.665 **.936 **.698 ** 1.939 **.937 ** Sig. (2-tailed).023.000.000.000.000.000 N 30 30 30 30 30 30 30 D23 Pearson Correlation.292.642 **.899 **.646 **.939 ** 1.896 ** Sig. (2-tailed).118.000.000.000.000.000 N 30 30 30 30 30 30 30 JUMLAH Pearson Correlation.584 **.849 **.924 **.864 **.937 **.896 ** 1 Sig. (2-tailed).001.000.000.000.000.000 N 30 30 30 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.922 6 PROSES Correlations E1 E2 E3 jumlah E1 Pearson Correlation 1.416 *.412 *.641 ** Sig. (2-tailed).022.024.000 N 30 30 30 30 E2 Pearson Correlation.416 * 1.971 **.958 ** Sig. (2-tailed).022.000.000 N 30 30 30 30 E3 Pearson Correlation.412 *.971 ** 1.957 ** Sig. (2-tailed).024.000.000 N 30 30 30 30 Jumlah Pearson Correlation.641 **.958 **.957 ** 1 Sig. (2-tailed).000.000.000 N 30 30 30 30 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.832 3
92 Lanjutan Lampiran 2 Lingkungan Fisik tahap 1 Correlations F11 F12 F13 F21 F22 F23 F24 F25 F3 F4 F5 JUMLAH F11 Pearson Correlation 1.769 **.449 *.163.398 *.116.204.010.449 *.451 *.284.699 ** Sig. (2-tailed).000.013.388.029.543.278.959.013.012.129.000 30 30 30 30 F12 Pearson Correlation.769 ** 1.411 *.275.347.371 *.452 * -.083.411 *.602 **.406 *.800 ** Sig. (2-tailed).000.024.142.060.043.012.661.024.000.026.000 30 30 30 30 F13 Pearson Correlation.449 *.411 * 1.022.355.213.166.298 1.000 **.462 *.463 *.801 ** Sig. (2-tailed).013.024.907.054.259.381.110.000.010.010.000 30 30 30 30 F21 Pearson Correlation.163.275.022 1.266.356.443 *.247.022 -.046 -.254.312 Sig. (2-tailed).388.142.907.155.054.014.189.907.808.176.093 30 30 30 30 F22 Pearson Correlation.398 *.347.355.266 1.189.189.213.355.064 -.036.538 ** Sig. (2-tailed).029.060.054.155.318.317.258.054.738.852.002 30 30 30 30 F23 Pearson Correlation.116.371 *.213.356.189 1.695 **.306.213 -.119 -.237.424 * Sig. (2-tailed).543.043.259.054.318.000.100.259.531.207.019 30 30 30 30 F24 Pearson Correlation.204.452 *.166.443 *.189.695 ** 1.218.166 -.010 -.174.459 * Sig. (2-tailed).278.012.381.014.317.000.248.381.957.358.011 30 30 30 30 F25 Pearson Correlation.010 -.083.298.247.213.306.218 1.298 -.168 -.109.282 Sig. (2-tailed).959.661.110.189.258.100.248.110.375.565.131 30 30 30 30 F3 Pearson Correlation.449 *.411 * 1.000 **.022.355.213.166.298 1.462 *.463 *.801 ** Sig. (2-tailed).013.024.000.907.054.259.381.110.010.010.000 30 30 30 30 F4 Pearson Correlation.451 *.602 **.462 * -.046.064 -.119 -.010 -.168.462 * 1.789 **.625 ** Sig. (2-tailed).012.000.010.808.738.531.957.375.010.000.000 30 30 30 30 F5 Pearson Correlation.284.406 *.463 * -.254 -.036 -.237 -.174 -.109.463 *.789 ** 1.493 ** Sig. (2-tailed).129.026.010.176.852.207.358.565.010.000.006 30 30 30 30 JUMLAH Pearson Correlation.699 **.800 **.801 **.312.538 **.424 *.459 *.282.801 **.625 **.493 ** 1 Sig. (2-tailed).000.000.000.093.002.019.011.131.000.000.006 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.801 11
93 Lanjutan Lampiran 2 Lingkungan Fisik tahap 2 Correlations F11 F12 F13 F22 F23 F24 F3 F4 F5 JUMLAH F11 Pearson Correlation 1.769 **.449 *.398 *.116.204.449 *.451 *.284.717 ** Sig. (2-tailed).000.013.029.543.278.013.012.129.000 30 30 F12 Pearson Correlation.769 ** 1.411 *.347.371 *.452 *.411 *.602 **.406 *.820 ** Sig. (2-tailed).000.024.060.043.012.024.000.026.000 30 30 F13 Pearson Correlation.449 *.411 * 1.355.213.166 1.000 **.462 *.463 *.809 ** Sig. (2-tailed).013.024.054.259.381.000.010.010.000 30 30 F22 Pearson Correlation.398 *.347.355 1.189.189.355.064 -.036.513 ** Sig. (2-tailed).029.060.054.318.317.054.738.852.004 30 30 F23 Pearson Correlation.116.371 *.213.189 1.695 **.213 -.119 -.237.374 * Sig. (2-tailed).543.043.259.318.000.259.531.207.042 30 30 F24 Pearson Correlation.204.452 *.166.189.695 ** 1.166 -.010 -.174.410 * Sig. (2-tailed).278.012.381.317.000.381.957.358.024 30 30 F3 Pearson Correlation.449 *.411 * 1.000 **.355.213.166 1.462 *.463 *.809 ** Sig. (2-tailed).013.024.000.054.259.381.010.010.000 30 30 F4 Pearson Correlation.451 *.602 **.462 *.064 -.119 -.010.462 * 1.789 **.681 ** Sig. (2-tailed).012.000.010.738.531.957.010.000.000 30 30 F5 Pearson Correlation.284.406 *.463 * -.036 -.237 -.174.463 *.789 ** 1.559 ** Sig. (2-tailed).129.026.010.852.207.358.010.000.001 30 30 JUMLAH Pearson Correlation.717 **.820 **.809 **.513 **.374 *.410 *.809 **.681 **.559 ** 1 Sig. (2-tailed).000.000.000.004.042.024.000.000.001 30 30 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.813 9 PEOPLE Correlations G1 G2 G3 G4 G5 JUMLAH G1 Pearson Correlation 1.418 *.439 *.737 **.218.821 ** Sig. (2-tailed).022.015.000.248.000 N 30 30 30 30 30 30
94 Lanjutan Lampiran 2 G2 Pearson Correlation.418 * 1.422 *.335.757 **.711 ** Sig. (2-tailed).022.020.070.000.000 N 30 30 30 30 30 30 G3 Pearson Correlation.439 *.422 * 1.350.317.701 ** Sig. (2-tailed).015.020.058.088.000 N 30 30 30 30 30 30 G4 Pearson Correlation.737 **.335.350 1.375 *.809 ** Sig. (2-tailed).000.070.058.041.000 N 30 30 30 30 30 30 G5 Pearson Correlation.218.757 **.317.375 * 1.626 ** Sig. (2-tailed).248.000.088.041.000 N 30 30 30 30 30 30 JUMLAH Pearson Correlation.821 **.711 **.701 **.809 **.626 ** 1 Sig. (2-tailed).000.000.000.000.000 N 30 30 30 30 30 30 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.778 5 CITRA MEREK Correlations H1 H2 H3 JUMLAH H1 Pearson Correlation 1.634 **.495 **.804 ** Sig. (2-tailed).000.005.000 N 30 30 30 30 H2 Pearson Correlation.634 ** 1.801 **.923 ** Sig. (2-tailed).000.000.000 N 30 30 30 30 H3 Pearson Correlation.495 **.801 ** 1.890 ** Sig. (2-tailed).005.000.000 N 30 30 30 30 JUMLAH Pearson Correlation.804 **.923 **.890 ** 1 Sig. (2-tailed).000.000.000 N 30 30 30 30 **. Correlation is significant at the 0.01 level (2-tailed). Reliability Statistics Cronbach's Alpha N of Items.835 3
95 Lampiran 3. Perhitungan Uji Reliabilitas Alat Ukur Hasil standar loading dan measurement error CFA PRODUK dapat dilihat pada Tabel Tabel Reliabilitas Konstruk Eksogen Indikator Standar Loading (λ) Measurement Error (1-λ) 2 A2 0.50 0.25 A3 0.57 0.1849 A4 0.39 0.3721 B1 0.70 0.09 B2 0.94 0.0036 C1 0.66 0.1156 C2 0.37 0.3969 D1 0.67 0.1089 D2 0.64 0.1296 E1 0.36 0.4096 E2 0.57 0.1849 E3 0.54 0.2116 F1 0.69 0.0961 F3 0.37 0.3969 G1 0.63 0.1369 G3 0.48 0.2704 G4 0.93 0.0049 JUMLAH 10.01 3.3629 Nilai reliabilitas konstruk sebagai berikut : 10.01 10.01 0.9675 3.3629 Karena nilai reliabilitas konstruk eksogen sebesar 0.9675 0,70 maka dapat dikatakan bahwa variabel - variabel tersebut sudah reliabel.
96 Lanjutan Lampiran 3. Perhitungan Uji Reliabilitas Alat Ukur Tabel Reliabilitas Konstruk Endogen Indikator Standar Loading (λ) Measurement Error (1-λ) 2 H1 0.47 0.2809 H2 0.63 0.1369 H3 0.44 0.3136 JUMLAH 1.57 0.7314 Nilai reliabilitas konstruk sebagai berikut : 1.57 1.57 0.7711 0.7314 Karena nilai reliabilitas konstruk eksogen sebesar 0.7711 0,70 maka dapat dikatakan bahwa variabel - variabel tersebut sudah reliabel. Lampiran 4. Syntax Lisrel Uji CFA Eksogen Tahap Akhir CFA EKSOGEN Raw Data from file 'D:\a\DATA.psf' Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4= PEOPLE set error variance of B2 equal to free set error covariance of D1 and B1 free set error covariance of D2 and B2 free Path Diagram Iterations = 250 Method of Estimation: MAXIMUM LIKELIHOOD End of Problem
97 Lampiran 5. Output Lisrel Uji CFA Eksogen Tahap Akhir DATE: 8/10/2010 TIME: 9:41 L I S R E L 8.50 BY Karl G. Jöreskog & Dag Sörbom This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Lincolnwood, IL 60712, U.S.A. Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140 Copyright by Scientific Software International, Inc., 1981-2001 Use of this program is subject to the terms specified in the Universal Copyright Convention. Website: www.ssicentral.com The following lines were read from file D:\a\CFA EKSOGEN.spj: CFA EKSOGEN Raw Data from file 'D:\a\DATA.psf' Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4= PEOPLE set error variance of B2 equal to free set error covariance of D1 and B1 free set error covariance of D2 and B2 free Path Diagram Iterations = 250 Method of Estimation: MAXIMUM LIKELIHOOD End of Problem Sample Size = 120
98 Lanjutan Lampiran 5 CFA EKSOGEN Covariance Matrix A2 A3 A4 B1 B2 C1 -------- -------- -------- -------- -------- -------- A2 0.45 A3 0.29 0.42 A4 0.17 0.22 0.39 B1 0.06 0.03-0.02 0.74 B2 0.03 0.03 0.02 0.65 0.86 C1 0.05 0.08 0.07 0.13 0.16 0.51 C2 0.08 0.11 0.02 0.07 0.07 0.24 D1 0.11 0.06 0.02 0.20 0.16 0.13 D2 0.10 0.09 0.07 0.18 0.34 0.10 E1 0.13 0.10 0.13 0.09 0.10 0.06 E2 0.01-0.03 0.05 0.13 0.11 0.06 E3 0.08 0.02 0.06 0.20 0.16 0.07 F1 0.26 0.29 0.22 0.04 0.04 0.09 F3 0.09 0.15 0.18 0.03 0.02 0.06 G1 0.07 0.03 0.04 0.15 0.10 0.05 G3 0.07 0.11 0.07 0.16 0.13 0.07 G4 0.05 0.02 0.04 0.15 0.15 0.19 Covariance Matrix C2 D1 D2 E1 E2 E3 -------- -------- -------- -------- -------- -------- C2 0.50 D1 0.04 0.55 D2 0.04 0.43 0.65 E1 0.03 0.13 0.15 0.32 E2 0.01 0.09 0.04 0.20 0.39 E3 0.05 0.12 0.07 0.18 0.31 0.48 F1 0.09 0.10 0.11 0.11 0.01 0.06 F3-0.02 0.13 0.09 0.05 0.03 0.08 G1 0.04 0.10 0.07 0.07 0.10 0.09 G3 0.09 0.14 0.12 0.14 0.14 0.12 G4 0.10 0.11 0.12 0.13 0.14 0.11 Covariance Matrix F1 F3 G1 G3 G4 -------- -------- -------- -------- -------- F1 0.38 F3 0.25 0.67 G1 0.04-0.02 0.87 G3 0.10 0.06 0.31 0.79 G4 0.03 0.04 0.59 0.44 1.01 CFA EKSOGEN Number of Iterations = 27 LISREL Estimates (Maximum Likelihood)
99 Lanjutan Lampiran 5 Measurement Equations A2 = 0.50*PRODUK, Errorvar.= 0.19, R² = 0.57 (0.054) (0.030) 9.23 6.43 A3 = 0.57*PRODUK, Errorvar.= 0.089, R² = 0.78 (0.049) (0.023) 11.63 3.96 A4 = 0.39*PRODUK, Errorvar.= 0.24, R² = 0.38 (0.054) (0.034) 7.13 7.13 B1 = 0.70*HARGA, Errorvar.= 0.25, R² = 0.66 (0.065) (0.032) 10.79 8.07 B2 = 0.92*HARGA,, R² = 1.00 (0.058) 15.86 C1 = 0.65*TEMPAT, Errorvar.= 0.088, R² = 0.83 (0.11) (0.13) 5.71 0.66 C2 = 0.37*TEMPAT, Errorvar.= 0.36, R² = 0.28 (0.084) (0.065) 4.44 5.63 D1 = 0.64*IKLAN, Errorvar.= 0.13, R² = 0.76 (0.075) (0.073) 8.55 1.75 D2 = 0.68*IKLAN, Errorvar.= 0.21, R² = 0.68 (0.080) (0.083) 8.50 2.58 E1 = 0.36*PROSES, Errorvar.= 0.20, R² = 0.39 (0.050) (0.029) 7.09 6.86 E2 = 0.57*PROSES, Errorvar.= 0.068, R² = 0.83 (0.052) (0.032) 10.99 2.10 E3 = 0.54*PROSES, Errorvar.= 0.18, R² = 0.62 (0.059) (0.037) 9.24 4.88 F1 = 0.69*LINGFIS, Errorvar.= -0.099, R² = 1.26 (0.066) (0.078) 10.52-1.26 W_A_R_N_I_N_G : Error variance is negatif.
100 Lanjutan Lampiran 5 F3 = 0.36*LINGFIS, Errorvar.= 0.54, R² = 0.20 (0.077) (0.073) 4.71 7.37 G1 = 0.63*PEOPLE, Errorvar.= 0.47, R² = 0.46 (0.088) (0.083) 7.22 5.61 G3 = 0.48*PEOPLE, Errorvar.= 0.56, R² = 0.29 (0.084) (0.081) 5.73 6.96 G4 = 0.93*PEOPLE, Errorvar.= 0.15, R² = 0.85 (0.096) (0.12) 9.70 1.20 Error Covariance for D1 and B1 = 0.049 (0.029) 1.68 Error Covariance for D2 and B2 = 0.15 (0.036) 4.15 Correlation Matrix of Independent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS -------- -------- -------- -------- -------- -------- PRODUK 1.00 HARGA 0.03 1.00 (0.10) 0.35 TEMPAT 0.22 0.31 1.00 (0.11) (0.10) 1.99 3.15 IKLAN 0.22 0.28 0.27 1.00 (0.10) (0.09) (0.11) 2.16 3.04 2.47 PROSES 0.07 0.27 0.18 0.25 1.00 (0.11) (0.09) (0.11) (0.10) 0.64 3.04 1.68 2.47 LINGFIS 0.76 0.05 0.21 0.22 0.10 1.00 (0.08) (0.08) (0.09) (0.09) (0.09) 9.67 0.69 2.26 2.54 1.14 PEOPLE 0.08 0.16 0.29 0.21 0.28 0.07 (0.11) (0.09) (0.11) (0.10) (0.10) (0.09) 0.78 1.79 2.73 2.06 2.89 0.81
101 Lanjutan Lampiran 5 Correlation Matrix of Independent Variables PEOPLE -------- PEOPLE 1.00 Goodness of Fit Statistics Degrees of Freedom = 97 Minimum Fit Function Chi-square = 133.88 (P = 0.0078) Normal Theory Weighted Least Squares Chi-square = 121.18 (P = 0.049) Estimated Non-centrality Parameter (NCP) = 24.18 90 Percent Confidence Interval for NCP = (0.15 ; 56.36) Minimum Fit Function Value = 1.13 Population Discrepancy Function Value (F0) = 0.20 90 Percent Confidence Interval for F0 = (0.0013 ; 0.47) Root Mean Square Error of Approximation (RMSEA) = 0.046 90 Percent Confidence Interval for RMSEA = (0.0036 ; 0.070) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.59 Expected Cross-Validation Index (ECVI) = 1.96 90 Percent Confidence Interval for ECVI = (1.76 ; 2.23) ECVI for Saturated Model = 2.57 ECVI for Independence Model = 8.65 Chi-square for Independence Model with 136 Degrees of Freedom = 995.60 Independence AIC = 1029.60 Model AIC = 233.18 Saturated AIC = 306.00 Independence CAIC = 1093.99 Model CAIC = 445.28 Saturated CAIC = 885.49 Normed Fit Index (NFI) = 0.87 Non-Normed Fit Index (NNFI) = 0.94 Parsimony Normed Fit Index (PNFI) = 0.62 Comparative Fit Index (CFI) = 0.96 Incremental Fit Index (IFI) = 0.96 Relative Fit Index (RFI) = 0.81 Critical N (CN) = 118.61 Root Mean Square Residual (RMR) = 0.038 Standardized RMR = 0.077 Goodness of Fit Index (GFI) = 0.89 Adjusted Goodness of Fit Index (AGFI) = 0.83 Parsimony Goodness of Fit Index (PGFI) = 0.57 The Modification Indices Suggest to Add the Path to from Decrease in Chi-square New Estimate E1 PRODUK 20.5 0.21 E1 IKLAN 10.5 0.16 E2 PRODUK 14.9-0.17
102 Lampiran 6. Syntax Lisrel Hasil Uji CFA Endogen CFA ENDOGEN Raw Data from file 'D:\a\DATA.psf' Latent Variables CITRA H1-H3 = CITRA set error variance of H2 equal to free Relationships Path Diagram Iterations = 250 Method of Estimation: maximum likelihood End of Problem Lampiran 7. Output Lisrel Hasil Uji Kesesuaian CFA Endogen DATE: 8/10/2010 TIME: 9:44 L I S R E L 8.50 BY Karl G. Jöreskog & Dag Sörbom This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Lincolnwood, IL 60712, U.S.A. Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140 Copyright by Scientific Software International, Inc., 1981-2001 Use of this program is subject to the terms specified in the Universal Copyright Convention. Website: www.ssicentral.com The following lines were read from file D:\a\CFA ENDOGEN.spj: CFA ENDOGEN Raw Data from file 'D:\a\DATA.psf' Latent Variables CITRA H1-H3 = CITRA set error variance of H2 equal to free Relationships Path Diagram Iterations = 250 Method of Estimation: maximum likelihood End of Problem Sample Size = 120
103 Lanjutan Lampiran 7 CFA ENDOGEN Covariance Matrix H1 H2 H3 -------- -------- -------- H1 0.46 H2 0.29 0.40 H3 0.18 0.28 0.49 CFA ENDOGEN Number of Iterations = 5 LISREL Estimates (Maximum Likelihood) Measurement Equations H1 = 0.47*CITRA, Errorvar.= 0.25, R² = 0.47 (0.055) (0.032) 8.53 7.71 H2 = 0.63*CITRA,, R² = 1.00 (0.041) 15.43 H3 = 0.44*CITRA, Errorvar.= 0.29, R² = 0.40 (0.057) (0.038) 7.69 7.71 Correlation Matrix of Independent Variables CITRA -------- 1.00 Goodness of Fit Statistics Degrees of Freedom = 1 Minimum Fit Function Chi-square = 0.66 (P = 0.42) Normal Theory Weighted Least Squares Chi-square = 0.66 (P = 0.42) Estimated Non-centrality Parameter (NCP) = 0.0 90 Percent Confidence Interval for NCP = (0.0 ; 6.02) Minimum Fit Function Value = 0.0056 Population Discrepancy Function Value (F0) = 0.0 90 Percent Confidence Interval for F0 = (0.0 ; 0.051) Root Mean Square Error of Approximation (RMSEA) = 0.0 90 Percent Confidence Interval for RMSEA = (0.0 ; 0.22) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.48
104 Lanjutan Lampiran 7 Expected Cross-Validation Index (ECVI) = 0.092 90 Percent Confidence Interval for ECVI = (0.092 ; 0.14) ECVI for Saturated Model = 0.10 ECVI for Independence Model = 1.20 Chi-square for Independence Model with 3 Degrees of Freedom = 136.21 Independence AIC = 142.21 Model AIC = 10.66 Saturated AIC = 12.00 Independence CAIC = 153.57 Model CAIC = 29.60 Saturated CAIC = 34.72 Normed Fit Index (NFI) = 1.00 Non-Normed Fit Index (NNFI) = 1.01 Parsimony Normed Fit Index (PNFI) = 0.33 Comparative Fit Index (CFI) = 1.00 Incremental Fit Index (IFI) = 1.00 Relative Fit Index (RFI) = 0.99 Critical N (CN) = 1191.80 Root Mean Square Residual (RMR) = 0.0082 Standardized RMR = 0.017 Goodness of Fit Index (GFI) = 1.00 Adjusted Goodness of Fit Index (AGFI) = 0.98 Parsimony Goodness of Fit Index (PGFI) = 0.17 Time used: 0.047 Seconds
105 Lampiran 8. Syntax Model SEM Hasil Uji Kesesuaian Tahap Akhir Raw Data from file 'D:\full struktur\s.psf' Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE CITRA Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4 = PEOPLE H1-H3 =CITRA CITRA = PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE CITRA SET ERROR VARIANCE OF B2 EQUAL TO FREE SET ERROR COVARIANCE OF D1 AND B2 FREE SET ERROR COVARIANCE OF C2 AND H3 FREE SET ERROR COVARIANCE OF C1 AND H3 FREE SET ERROR COVARIANCE OF D2 AND B2 FREE Path Diagram Iterations = 250 Method of Estimation: Maximum Likelihood End of Problem Lampiran 9. Output Hasil Uji Kesesuaian Model Sem Tahap Akhir DATE: 8/10/2010 TIME: 9:33 L I S R E L 8.50 BY Karl G. Jöreskog & Dag Sörbom This program is published exclusively by Scientific Software International, Inc. 7383 N. Lincoln Avenue, Suite 100 Lincolnwood, IL 60712, U.S.A. Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140 Copyright by Scientific Software International, Inc., 1981-2001 Use of this program is subject to the terms specified in the Universal Copyright Convention. Website: www.ssicentral.com The following lines were read from file D:\full struktur\sem.spj:
106 Lanjutan Lampiran 9 Raw Data from file 'D:\full struktur\s.psf' Latent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE CITRA Relationships A2-A4 = PRODUK B1-B2 = HARGA C1-C2 = TEMPAT D1-D2 = IKLAN E1-E3 = PROSES F1 F3 = LINGFIS G1 G3-G4 = PEOPLE H1-H3 =CITRA CITRA = PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS PEOPLE CITRA SET ERROR VARIANCE OF B2 EQUAL TO FREE SET ERROR COVARIANCE OF D1 AND B2 FREE SET ERROR COVARIANCE OF C2 AND H3 FREE SET ERROR COVARIANCE OF C1 AND H3 FREE SET ERROR COVARIANCE OF D2 AND B2 FREE Path Diagram Iterations = 250 Method of Estimation: Maximum Likelihood End of Problem Sample Size = 120 Covariance Matrix H1 H2 H3 A2 A3 A4 -------- -------- -------- -------- -------- -------- H1 0.46 H2 0.29 0.40 H3 0.18 0.28 0.49 A2 0.13 0.15 0.11 0.45 A3 0.11 0.14 0.11 0.29 0.42 A4 0.11 0.13 0.08 0.17 0.22 0.39 B1 0.05 0.04 0.08 0.06 0.03-0.02 B2 0.06 0.05 0.09 0.03 0.03 0.02 C1 0.14 0.25 0.27 0.05 0.08 0.07 C2 0.09 0.20 0.33 0.08 0.11 0.02 D1 0.08 0.11 0.07 0.11 0.06 0.02 D2 0.09 0.11 0.07 0.10 0.09 0.07 E1 0.18 0.16 0.07 0.13 0.10 0.13 E2 0.11 0.12 0.06 0.01-0.03 0.05 E3 0.11 0.12 0.08 0.08 0.02 0.06 F1 0.06 0.10 0.10 0.26 0.29 0.22 F3 0.03 0.06 - - 0.09 0.15 0.18 G1 0.09 0.18 0.12 0.07 0.03 0.04 G3 0.17 0.18 0.20 0.07 0.11 0.07 G4 0.20 0.30 0.16 0.05 0.02 0.04 Covariance Matrix B1 B2 C1 C2 D1 D2 -------- -------- -------- -------- -------- -------- B1 0.74
107 Lanjutan Lampiran 9 B2 0.65 0.86 C1 0.13 0.16 0.51 C2 0.07 0.07 0.24 0.50 D1 0.20 0.16 0.13 0.04 0.55 D2 0.18 0.34 0.10 0.04 0.43 0.65 E1 0.09 0.10 0.06 0.03 0.13 0.15 E2 0.13 0.11 0.06 0.01 0.09 0.04 E3 0.20 0.16 0.07 0.05 0.12 0.07 F1 0.04 0.04 0.09 0.09 0.10 0.11 F3 0.03 0.02 0.06-0.02 0.13 0.09 G1 0.15 0.10 0.05 0.04 0.10 0.07 G3 0.16 0.13 0.07 0.09 0.14 0.12 G4 0.15 0.15 0.19 0.10 0.11 0.12 Covariance Matrix E1 E2 E3 F1 F3 G1 -------- -------- -------- -------- -------- -------- E1 0.32 E2 0.20 0.39 E3 0.18 0.31 0.48 F1 0.11 0.01 0.06 0.38 F3 0.05 0.03 0.08 0.25 0.67 G1 0.07 0.10 0.09 0.04-0.02 0.87 G3 0.14 0.14 0.12 0.10 0.06 0.31 G4 0.13 0.14 0.11 0.03 0.04 0.59 Covariance Matrix G3 G4 -------- -------- G3 0.79 G4 0.44 1.01 Number of Iterations = 34 LISREL Estimates (Maximum Likelihood) Measurement Equations H1 = 0.44*CITRA, Errorvar.= 0.27, R² = 0.43 (0.036) 7.35 H2 = 0.66*CITRA, Errorvar.= -0.036, R² = 1.09 (0.082) (0.029) 8.08-1.26 W_A_R_N_I_N_G : Error variance is negatif. H3 = 0.41*CITRA, Errorvar.= 0.31, R² = 0.36 (0.064) (0.040) 6.48 7.61
108 Lanjutan Lampiran 9 A2 = 0.51*PRODUK, Errorvar.= 0.19, R² = 0.57 (0.054) (0.029) 9.38 6.56 A3 = 0.56*PRODUK, Errorvar.= 0.10, R² = 0.76 (0.049) (0.021) 11.46 4.70 A4 = 0.39*PRODUK, Errorvar.= 0.23, R² = 0.40 (0.053) (0.033) 7.36 7.16 B1 = 0.70*HARGA, Errorvar.= 0.24, R² = 0.67 (0.064) (0.029) 11.04 8.28 B2 = 0.94*HARGA,, R² = 1.00 (0.058) 16.09 C1 = 0.57*TEMPAT, Errorvar.= 0.17, R² = 0.65 (0.068) (0.054) 8.33 3.21 C2 = 0.40*TEMPAT, Errorvar.= 0.33, R² = 0.32 (0.065) (0.049) 6.12 6.74 D1 = 0.66*IKLAN, Errorvar.= 0.11, R² = 0.79 (0.072) (0.068) 9.17 1.64 D2 = 0.65*IKLAN, Errorvar.= 0.23, R² = 0.65 (0.077) (0.071) 8.44 3.20 E1 = 0.36*PROSES, Errorvar.= 0.20, R² = 0.40 (0.050) (0.028) 7.16 6.89 E2 = 0.57*PROSES, Errorvar.= 0.066, R² = 0.83 (0.051) (0.030) 11.28 2.19 E3 = 0.54*PROSES, Errorvar.= 0.19, R² = 0.61 (0.058) (0.036) 9.30 5.19 F1 = 0.69*LINGFIS, Errorvar.= -0.095, R² = 1.25 (0.063) (0.074) 10.84-1.28 W_A_R_N_I_N_G : Error variance is negatif. F3 = 0.37*LINGFIS, Errorvar.= 0.54, R² = 0.20 (0.077) (0.073) 4.76 7.40
109 Lanjutan Lampiran 9 G1 = 0.63*PEOPLE, Errorvar.= 0.47, R² = 0.46 (0.084) (0.077) 7.56 6.11 G3 = 0.48*PEOPLE, Errorvar.= 0.57, R² = 0.29 (0.082) (0.079) 5.83 7.13 G4 = 0.93*PEOPLE, Errorvar.= 0.14, R² = 0.86 (0.087) (0.099) 10.67 1.46 Error Covariance for C1 and H3 = 0.095 (0.031) 3.03 Error Covariance for C2 and H3 = 0.19 (0.036) 5.24 Error Covariance for D1 and B2 = -0.09 (0.042) -2.18 Error Covariance for D2 and B2 = 0.10 (0.042) 2.39 Structural Equations CITRA = 0.42*PRODUK - 0.18*HARGA + 0.55*TEMPAT + 0.034*IKLAN + 0.19*PROSES - 0.25*LINGFIS + 0.25*PEOPLE, Errorvar.= 0.32,.32, (0.14) (0.065) (0.11) (0.073) (0.070) (0.12) (0.078) (0.092).092) 3.03-2.73 4.82 0.47 2.79-2.10 3.21 3 R² = R² = 0.68 Correlation Matrix of Independent Variables PRODUK HARGA TEMPAT IKLAN PROSES LINGFIS -------- -------- -------- -------- -------- -------- PRODUK 1.00 HARGA 0.02 1.00 (0.09) 0.20 TEMPAT 0.26 0.24 1.00 (0.11) (0.09) 2.39 2.64
110 Lanjutan Lampiran 9 IKLAN 0.21 0.40 0.27 1.00 (0.10) (0.11) (0.10) 2.06 3.79 2.57 PROSES 0.07 0.26 0.19 0.24 1.00 (0.11) (0.08) (0.11) (0.10) 0.69 3.05 1.80 2.36 LINGFIS 0.77 0.04 0.21 0.21 0.10 1.00 (0.08) (0.08) (0.09) (0.09) (0.09) 10.10 0.57 2.40 2.47 1.12 PEOPLE 0.09 0.15 0.33 0.20 0.28 0.07 (0.11) (0.09) (0.10) (0.10) (0.10) (0.09) 0.80 1.70 3.24 1.91 2.90 0.80 Correlation Matrix of Independent Variables PEOPLE -------- PEOPLE 1.00 Covariance Matrix of Latent Variables CITRA PRODUK HARGA TEMPAT IKLAN PROSES -------- -------- -------- -------- -------- -------- CITRA 1.00 PRODUK 0.41 1.00 HARGA 0.05 0.02 1.00 TEMPAT 0.69 0.26 0.24 1.00 IKLAN 0.24 0.21 0.40 0.27 1.00 PROSES 0.34 0.07 0.26 0.19 0.24 1.00 LINGFIS 0.22 0.77 0.04 0.21 0.21 0.10 PEOPLE 0.49 0.09 0.15 0.33 0.20 0.28 Covariance Matrix of Latent Variables LINGFIS PEOPLE -------- -------- LINGFIS 1.00 PEOPLE 0.07 1.00 Goodness of Fit Statistics Degrees of Freedom = 139 Minimum Fit Function Chi-square = 180.46 (P = 0.010) Normal Theory Weighted Least Squares Chi-square = 166.20 (P = 0.058) Estimated Non-centrality Parameter (NCP) = 27.20 90 Percent Confidence Interval for NCP = (0.0 ; 63.71) Minimum Fit Function Value = 1.52 Population Discrepancy Function Value (F0) = 0.23 90 Percent Confidence Interval for F0 = (0.0 ; 0.54) Root Mean Square Error of Approximation (RMSEA) = 0.041
111 Lanjutan Lampiran 9 90 Percent Confidence Interval for RMSEA = (0.0 ; 0.062) P-Value for Test of Close Fit (RMSEA < 0.05) = 0.74 Expected Cross-Validation Index (ECVI) = 2.59 90 Percent Confidence Interval for ECVI = (2.36 ; 2.90) ECVI for Saturated Model = 3.53 ECVI for Independence Model = 11.58 Chi-square for Independence Model with 190 Degrees of Freedom = 1337.62 Independence AIC = 1377.62 Model AIC = 308.20 Saturated AIC = 420.00 Independence CAIC = 1453.37 Model CAIC = 577.11 Saturated CAIC = 1215.37 Normed Fit Index (NFI) = 0.87 Non-Normed Fit Index (NNFI) = 0.95 Parsimony Normed Fit Index (PNFI) = 0.63 Comparative Fit Index (CFI) = 0.96 Incremental Fit Index (IFI) = 0.97 Relative Fit Index (RFI) = 0.82 Critical N (CN) = 120.16 Root Mean Square Residual (RMR) = 0.037 Standardized RMR = 0.076 Goodness of Fit Index (GFI) = 0.88 Adjusted Goodness of Fit Index (AGFI) = 0.81 Parsimony Goodness of Fit Index (PGFI) = 0.58 The Modification Indices Suggest to Add the Path to from Decrease in Chi-square New Estimate E1 PRODUK 21.5 0.21 E1 IKLAN 8.3 0.14 E2 PRODUK 15.2-0.17 The Modification Indices Suggest to Add an Error Covariance Between and Decrease in Chi-square New Estimate G3 H3 9.5 0.10 Time used: 0.109 Seconds