Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Kuesioner Responden
Kuesioner Analisis Pengaruh Ekuitas Merek (Brand Equity) terhadap Kepuasan
dan Loyalitas Konsumen Nexian pada Mahasiswa
Universitas Negeri Medan
Saya Adelina Lubis adalah mahasiswa Pascasarjana Magister Ilmu Manajemen
Universitas Sumatera Utara, sedang melaksanakan penelitian dalam rangka
pengerjaan Tesis saya dengan judul : Analisis Pengaruh Ekuitas Merek (Brand
Equity) Terhadap Kepuasan Konsumen Nexian Pada Mahasiswa Universitas
Negeri Medan, Bersama ini saya mohon kesediaan saudara/i untuk mengisi daftar
kuesioner. Informasi yang saudara/i berikan hanya semata-mata untuk data penelitian
dalam rangka penyusunan Tesis. Untuk itu isilah angket ini dengan jawaban yang
sebenar-benarnya. Atas kesediaan dan kerjasama saudara/i, saya ucapkan terima
kasih.
Isilah data pribadi berikut secara lengkap, berilah tanda cheklist () pada kotak kecil
yang tersedia pada pilihan jawaban yang sesuai kriteria.
I. Identitas Responden
1. Nama
2. NIM
5. Usia
Pria
1-5 Tahun
Wanita
79
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2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
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2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
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2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
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D. Kepuasan Konsumen
1. Saudara/i, puas menggunakan telepon seluler Nexian.
1. Sangat setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
2. Setuju
4. Tidak setuju
3. Kurang setuju
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Pertanyaan 1
Scale Variance if
Item Deleted
1,757
Corrected ItemTotal
Correlation
,619
Squared
Multiple
Correlation
,386
Cronbach's
Alpha if Item
Deleted
,565
Pertanyaan 2
7,6667
2,437
,616
,380
,526
Pertanyaan 3
7,5000
3,638
,491
,242
,725
Pertanyaan 4
Scale Mean if
Item Deleted
11,7000
Scale Variance if
Item Deleted
3,872
Corrected
Item-Total
Correlation
,583
Squared
Multiple
Correlation
,341
Cronbach's
Alpha if Item
Deleted
,703
Pertanyaan 5
11,5000
3,707
,703
,507
,639
Pertanyaan 6
11,9000
4,576
,432
,241
,775
Pertanyaan 7
11,7000
3,666
,568
,418
,714
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Pertanyaan 8
14,7333
7,444
,401
,196
,759
Pertanyaan 9
14,9667
7,068
,435
,554
,750
Pertanyaan 10
15,0000
6,000
,667
,654
,666
Pertanyaan 11
15,0333
6,171
,611
,598
,687
Pertanyaan 12
15,2000
6,510
,538
,538
,715
84
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Pertanyaan 13
Scale Variance if
Item Deleted
2,323
Corrected
Item-Total
Correlation
,862
Squared
Multiple
Correlation
,744
Cronbach's
Alpha if Item
Deleted
,772
Pertanyaan 14
7,4000
2,800
,791
,661
,829
Pertanyaan 15
7,1667
3,523
,734
,563
,893
Cronbach's Alpha
,716
N of Items
3
Cronbach's Alpha
,767
,767
N of Items
4
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Cronbach's Alpha
,761
N of Items
,758
Cronbach's Alpha
,887
N of Items
,892
Valid
Frequency
20
Percent
21,7
Valid Percent
21,7
Cumulative
Percent
41,3
setuju
42
45,7
45,7
87,0
kurang setuju
18
19,6
19,6
19,6
tidak setuju
12
13,0
13,0
100,0
Total
92
100,0
100,0
sangat setuju
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Pertanyaan 2
Valid
Frequency
15
Percent
16,3
Valid Percent
16,3
Cumulative
Percent
39,1
setuju
52
56,5
56,5
95,7
kurang setuju
21
22,8
22,8
22,8
4,3
4,3
100,0
92
100,0
100,0
sangat setuju
tidak setuju
Total
Pertanyaan 3
Valid
Frequency
22
Percent
23,9
Valid Percent
23,9
Cumulative
Percent
45,7
setuju
50
54,3
54,3
100,0
kurang setuju
20
21,7
21,7
21,7
Total
92
100,0
100,0
sangat setuju
Pertanyaan 4
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
sangat setuju
11
12,0
12,0
100,0
setuju
40
43,5
43,5
43,5
Kurang setuju
41
44,6
44,6
88,0
Total
92
100,0
100,0
Pertanyaan 5
Valid
Frequency
31
Percent
33,7
Valid Percent
33,7
Cumulative
Percent
100,0
setuju
61
66,3
66,3
66,3
Total
92
100,0
100,0
sangat setuju
Pertanyaan 6
Frequency
Valid
sangat setuju
55
setuju
37
Total
92
Percent
59,8
Valid Percent
Cumulative
Percent
59,8
100,0
40,2
40,2
40,2
100,0
100,0
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Pertanyaan 7
Valid
Frequency
10
Percent
10,9
Valid Percent
10,9
Cumulative
Percent
100,0
setuju
54
58,7
58,7
58,7
kurang setuju
28
30,4
30,4
89,1
Total
92
100,0
100,0
Frequency
34
Percent
37,0
Valid Percent
37,0
Cumulative
Percent
100,0
50
54,3
54,3
63,0
8,7
8,7
8,7
92
100,0
100,0
sangat setuju
Pertanyaan 8
Valid
sangat setuju
setuju
kurang setuju
Total
Pertanyaan 9
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
sangat setuju
29
31,5
31,5
100,0
setuju
55
59,8
59,8
59,8
8,7
8,7
68,5
92
100,0
100,0
kurang setuju
Total
Pertanyaan 10
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
sangat setuju
15
16,3
16,3
95,7
setuju
37
40,2
40,2
79,3
kurang setuju
36
39,1
39,1
39,1
4,3
4,3
100,0
92
100,0
100,0
tidak setuju
Total
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Pertanyaan 11
Valid
Frequency
5
Percent
5,4
Valid Percent
5,4
Cumulative
Percent
95,7
setuju
41
44,6
44,6
44,6
Kurang setuju
42
45,7
45,7
90,2
4,3
4,3
100,0
92
100,0
100,0
sangat setuju
tidak setuju
Total
Pertanyaan 12
Frequency
Valid
sangat setuju
Percent
Valid Percent
Cumulative
Percent
5,4
5,4
100,0
setuju
61
66,3
66,3
94,6
kurang setuju
26
28,3
28,3
28,3
Total
92
100,0
100,0
Pertanyaan 13
Valid
Frequency
15
Percent
16,3
Valid Percent
16,3
Cumulative
Percent
100,0
setuju
56
60,9
60,9
83,7
kurang setuju
21
22,8
22,8
22,8
Total
92
100,0
100,0
sangat setuju
Pertanyaan 14
Valid
sangat setuju
setuju
kurang setuju
Total
Frequency
14
Percent
15,2
Valid Percent
15,2
Cumulative
Percent
100,0
70
76,1
76,1
84,8
8,7
8,7
8,7
92
100,0
100,0
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Pertanyaan 15
Valid
Frequency
14
Percent
15,2
Valid Percent
15,2
Cumulative
Percent
100,0
setuju
52
56,5
56,5
56,5
kurang setuju
26
28,3
28,3
84,8
Total
92
100,0
100,0
sangat setuju
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1.0
0.8
0.6
0.4
0.2
0.0
0.0
0.2
0.4
0.6
0.8
1.0
91
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Model
(Constant)
-,784
,939
Kesadaran merek
,190
,082
,167
,395
a Dependent Variable: kepuasan konsumen
Asosiasi merek
Standardized
Coefficients
Beta
Collinearity
Statistics
Sig
Tolerance
,406
,227
2,327
,022
,266
3,755
,079
,164
2,121
,037
,426
2,346
,066
,554
5,954
,000
,293
3,412
R
1
,881(a)
R Square
,777
VIF
-,834
Adjusted R
Square
,769
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Scatterplot
-1
-2
-3
-3
-2
-1
Regression
Descriptive Statistics
Mean
Std. Deviation
Kepuasan konsumen
11,8696
1,53507
92
Kesadaran merek
11,6304
1,83206
92
16,4239
1,50628
92
Asosiasi merek
19,4783
2,15079
92
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Correlations
Pearson
Correlation
Sig. (1-tailed)
Kepuasan
konsumen
Kesadaran
merek
Kesan kualitas
merek
1,000
,807
,723
,858
Kesadaran merek
,807
1,000
,738
,829
,723
,738
1,000
,707
Asosiasi merek
,858
,829
,707
1,000
Kepuasan konsumen
Kepuasan konsumen
Asosiasi
merek
,000
,000
,000
Kesadaran merek
,000
,000
,000
,000
,000
,000
Asosiasi merek
,000
,000
,000
Kepuasan konsumen
92
92
92
92
Kesadaran merek
92
92
92
92
92
92
92
92
Asosiasi merek
92
92
92
92
Model
1
Variables Entered
Variables
Removed
Method
Enter
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ANOVA(b)
Model
1
Sum of
Squares
166,569
Regression
Residual
df
47,866
Mean Square
55,523
88
,544
F
102,078
Sig.
,000(a)
Total
214,435
91
a Predictors: (Constant), asosiasi merek, kesan kualitas merek, kesadaran merek
b Dependent Variable: kepuasan konsumen
Model
(Constant)
Standardized
Coefficients
Beta
Collinearity
Statistics
t
Sig
Tolerance
-,784
,939
-,834
,406
Kesadaran merek
,190
,082
,227
2,327
,022
,266
3,755
,167
,079
,164
2,121
,037
,426
2,346
Asosiasi merek
,395
,066
,554
5,954
,000
,293
3,412
Collinearity Diagnostics(a)
Model
Dimensi
on
Eigen
value
Condition
Index
Constant
VIF
Variance Proportions
Kesadaran
Kesan
Merek
Kualitas Merek
,00
,00
Asosiasi
Merek
,00
3,983
1,000
,00
,012
17,915
,27
,24
,00
,01
,003
38,253
,06
,03
,66
,58
,002
41,305
,67
,73
,34
,41
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Residuals Statistics(a)
Minimum
Maximum
Mean
Std. Deviation
Predicted Value
9,0040
14,3327
11,8696
1,35293
92
-2,118
1,821
,000
1,000
92
,082
,252
,150
,035
92
9,0043
14,2968
11,8636
1,35317
92
Standard Error of
Predicted Value
Adjusted Predicted Value
Residual
-1,64180
2,04883
,00000
,72526
92
Std. Residual
-2,226
2,778
,000
,983
92
Stud. Residual
-2,319
2,920
,004
1,010
92
-1,78138
2,26378
,00595
,76506
92
-2,379
3,055
,006
1,024
92
Mahal. Distance
,136
9,615
2,967
1,814
92
Cook's Distance
,000
,224
,014
,035
92
,001
,106
,033
,020
92
Deleted Residual
Stud. Deleted Residual
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Sumber : http://www.nexian.co.id
8. Seri Qwerty Musik
97
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a. MusicBeat G920
d. Beat Box
b. Nidji G508
c. Slank NX-gG503
e. Nexian G505
f. NX-G722
Sumber : http://www.nexian.co.id
3. Seri Nexian Journey Android
a. Nexian A890
Sumber : http://www.nexian.co.id
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a. She G788
b. Lady G798
c. Princess G889
Sumber : http://www.nexian.co.id
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a. NX-G900
d. NX-G821
b. Speed2 W750
e. NX-G381
c. BeatTV T905
f. NX-G901
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