LAMPIRAN 1 - Institutional Repositoryeprints.perbanas.ac.id/55/8/ERSA SATRIYAWAN...

LAMPIRAN 1 Kuesioner Penelitian

STIE PERBANAS SURABAYA

Survei Ekuitas Merek Coklat SilverQueen di Surabaya Tahun 2014-2015

PENGANTAR

Dalam rangka mengkaji dan mempelajari penelitian mengenai “Pengaruh Kepribadian Merek

Terhadap Ekuitas Merek Yang Dimediasi Oleh Citra Merek Pada Coklat SilverQueen di Surabaya”.

Saya mahasiswa STIE PERBANAS SURABAYA bernama Ersa Satriyawan, NIM: 2010210435,

memohon bantuan dan kesediaan Saudara/i untuk berpartisipasi dalam kuesioner ini. Saya menjamin

kerahasiaan identitas saudara/i dan saya sangat menghargai bantuan dan kejujuran pendapat Saudara/i,

terima kasih.

Jawablah semua pertanyaan dan pernyataan, sehingga tidak ada yang tidak terjawab.

Berilah tanda centang () untuk mengisi identitas responden.

Berilah tanda centang () pada satu jawaban yang anda anggap paling tepat seperti contoh

berikut di bawah ini.

Kode Pernyataan STS TS N S SS

KM1 Coklat SilverQueen mempunyai rasa yang sesuai

dengan keinginan saya

Berikan penilaian Saudara/i terhadap hal-hal dibawah ini, dengan member tanda pada

salah satu tanggapan yang paling tepat menurut Saudara/i. Alternatif jawaban terdiri dari:

1 = Sangat Tidak Setuju (STS) 4 = Setuju (S)

2 = Tidak Setuju (TS) 5 = Sangat Setuju (SS)

3 = Netral (N)

IDENTITAS RESPONDEN

Nama :

Alamat :

No telp/hp :

Jenis Kelamin : 1. Laki-laki 2. Perempuan

Usia : 1. 19 ≤ x < 23 tahun 2. 23 < x < 27 tahun

3. 27 < x < 31 tahun 4. 31 < x ≤ 35 tahun

PETUNJUK PENGISIAN

No. Responden .............

Pekerjaan : 1. Pelajar / Mahasiswa 2. Pegawai Negeri Sipil (PNS)

3. Pegawai Swasta 4. Lainnya (sebutkan) _______

Untuk pertanyaan nomor 1-3 berilah tanda ( X ) pada salah satu jawaban.

1. Apakah anda pernah mengkonsumsi coklat SilverQueen?

a. Ya b. Tidak

2. SilverQueen jenis apa yang anda suka?

a. Original b. Chunky Bar c. Dark Chocolate

d. White Chocolate e. Lainnya (sebutkan)________

3. Apakah anda pernah mengkonsumsi produk coklat lain? Jika iya sebutkan.

a. Ya (sebutkan)________ b. Tidak

Kode Pernyataan STS TS N S SS

KM1 Coklat SilverQueen mempunyai rasa yang sesuai

dengan keinginan saya

KM2 Saya tidak mendapatkan rasa yang saya inginkan pada

coklat SilverQueen

KM3 Saya percaya coklat SilverQueen mempunyai rasa

yang sama dari waktu ke waktu

KM4 Rasa coklat SilverQueen berubah dari waktu ke waktu

KM5 Saya mudah mendapatkan coklat SilverQueen di

sekitar saya

KM6 Saya mengalami kesulitan dalam memperoleh coklat

SilverQueen

CM1

Saya mudah mengenali coklat SilverQueen karena

mempunyai kemasan yang menarik

CM2

Coklat SilverQueen memiliki keunggulan dalam

kemasan daripada merek lain

CM3 Saya merasa puas setelah mengkonsumsi coklat

SilverQueen

CM4 Saya merasa kecewa setelah mengkonsumsi coklat

SilverQueen

CM5 Coklat silverQueen mempunyai kualitas rasa yang

khas dibandingkan coklat merek lain

CM6 Saya merasa puas dengan coklat SilverQueen karena

memiliki banyak varian rasa

EM1 Saya menyadari keberadaaan coklat SilverQueen

EM2 Saya tidak asing dengan coklat SilverQueen

EM3 Saya akan memilih membeli coklat SilverQueen

dibandingkan coklat merek lain

EM4 Saya akan merekomendasikan coklat SilverQueen

kepada orang lain

EM5 Saya dapat dengan mudah mengingat logo atau

simbol coklat SilverQueen

EM6 Saya membeli coklat SilverQueen karena komposisi

coklat yang lebih banyak daripada merek lain

EM7 Saya merasa kualitas coklat SilverQueen berbeda dari

coklat merek lain

EM8 Saya merasa puas dengan kualitas rasa coklat

SilverQueen

Pertanyaan Umum:

1. Menurut anda, apakah SilverQueen merupakan coklat yang terkenal? Berikan

alasan anda

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

..................

2. Sebutkan alasan yang mendorong anda membeli atau tidak membeli coklat

SilverQueen?

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

..................

TERIMA KASIH ATAS PARTISIPASI & KERJA SAMANYA

LAMPIRAN 2 Karakteristik responden dan Tabulasi Data

NO Umu

r

KM1 KM2 KM3 KM4 KM5 KM6 Total CM1 CM2 CM3 CM4 CM5 CM6 Total EM1 EM2 EM3 EM3 EM4 EM5 EM6 EM7 EM8 Total

1 1 4 5 4 5 4 5 25 5 4 4 5 5 4 26 4 4 4 4 4 4 4 4 4 32

2 1 4 4 4 4 5 4 30 4 4 4 4 4 4 24 4 5 5 4 4 4 4 4 4 34

3 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 32

4 2 4 4 4 4 4 4 24 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 32

5 1 4 4 4 4 5 5 24 5 4 3 4 4 4 23 4 4 3 3 4 3 3 4 4 28

6 1 4 4 4 4 5 5 27 5 4 4 4 4 4 24 4 4 4 4 4 3 4 4 4 31

7 2 4 4 3 3 5 4 23 4 3 3 3 3 3 18 3 4 3 3 3 3 4 4 3 27

8 1 4 4 4 4 5 4 27 4 3 3 4 4 4 22 4 4 3 3 4 3 3 4 4 28

9 1 4 4 4 4 5 5 26 5 3 4 4 4 5 24 4 3 4 4 4 3 3 4 4 29

10 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 3 3 4 3 4 3 4 28

11 1 4 4 4 4 5 5 27 5 5 4 4 4 5 26 3 4 3 4 4 4 3 4 3 29

12 1 4 4 4 4 4 4 30 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 32

13 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 4 3 4 3 4 4 4 30

14 2 4 4 3 3 5 5 22 5 4 3 4 4 4 23 3 3 4 4 4 4 4 4 3 30

15 2 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 3 3 4 4 4 4 4 32

16 1 5 4 4 5 5 4 25 4 3 3 5 4 4 23 4 5 4 4 5 4 4 5 4 34

17 1 4 4 5 5 5 5 27 5 4 3 4 4 3 21 4 4 3 3 4 3 4 3 4 32

18 2 4 5 5 5 5 5 24 5 5 4 5 4 4 26 4 5 4 4 5 4 5 5 4 32

19 3 5 4 4 4 5 5 26 5 5 4 5 4 4 27 4 5 4 5 5 5 5 4 4 28

20 1 4 4 3 3 5 5 26 5 4 4 4 4 3 23 4 5 4 4 4 3 4 4 4 31

21 1 4 4 4 4 5 4 26 4 5 4 4 4 3 24 4 4 3 4 4 4 4 4 4 27

22 2 5 5 5 5 5 5 22 5 5 4 5 5 5 28 4 4 4 4 4 3 4 5 4 28

23 1 5 4 3 3 5 4 24 4 2 3 4 4 3 19 3 3 2 3 3 2 2 2 3 29

24 1 4 4 4 4 4 4 30 4 5 5 4 4 4 26 4 4 4 4 3 4 4 5 4 28

25 1 4 4 4 4 4 4 25 4 4 4 4 4 4 24 4 5 4 4 4 3 4 4 4 29

26 2 4 4 4 4 5 5 25 5 3 3 4 4 3 21 4 4 3 4 4 4 3 4 4 32

27 1 4 4 4 4 4 4 30 4 3 3 4 4 3 21 3 3 3 4 3 3 3 3 3 30

28 1 4 4 4 4 5 4 27 4 4 3 4 4 4 23 3 4 3 1 3 2 4 3 3 30

29 2 4 4 4 4 5 5 24 5 4 3 4 4 5 24 4 4 4 4 4 3 4 3 4 30

30 1 4 4 4 4 5 5 24 5 5 4 4 4 5 26 3 4 3 4 4 4 3 4 3 35

31 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 3 3 4 4 4 4 4 28

32 1 4 4 3 3 5 4 23 4 3 3 5 4 3 21 4 4 2 2 1 3 4 5 4 36

33 1 4 4 4 4 5 4 27 4 3 3 4 4 4 22 4 4 2 3 5 3 3 4 4 37

34 2 4 4 4 4 5 5 26 5 3 4 5 5 5 26 4 3 4 2 2 4 4 4 4 32

35 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 3 3 4 3 4 3 4 31

36 1 4 4 4 4 5 5 27 5 5 4 4 4 5 26 5 4 3 4 4 4 3 4 5 32

37 2 4 4 4 4 4 4 30 4 4 4 4 4 4 23 4 4 3 4 4 3 3 4 4 20

38 2 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 4 3 4 3 4 4 4 32

39 2 4 4 5 5 5 5 22 5 4 3 4 4 4 23 4 3 4 4 4 4 4 4 4 32

40 2 5 5 4 4 4 4 27 4 1 2 4 4 1 14 2 1 3 2 2 2 2 2 2 30

41 1 4 4 4 4 4 4 25 4 4 4 4 4 4 24 4 4 3 3 4 4 4 4 4 25

42 2 4 4 4 4 4 4 27 4 3 2 5 5 3 22 4 4 3 4 4 3 3 5 4 23

43 1 5 4 4 5 5 4 24 4 2 3 5 4 4 22 4 5 4 4 5 4 4 5 4 30

44 1 4 4 4 4 3 4 26 4 3 2 4 4 3 20 4 4 3 4 4 3 3 5 4 29

45 1 4 4 5 5 5 5 26 5 4 3 4 4 3 21 4 5 2 2 4 2 2 3 4 30

46 2 4 5 4 4 4 4 26 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 25

47 1 4 4 4 4 5 5 22 5 5 4 4 4 4 26 4 4 4 4 4 4 4 4 4 28

48 1 5 5 4 4 4 4 24 4 5 2 4 4 5 23 4 5 4 3 5 4 4 3 4 27

49 1 4 5 5 5 5 5 30 5 5 4 5 4 4 26 4 5 4 4 5 4 5 5 4 28

50 1 5 4 4 4 5 5 25 5 5 4 5 5 4 28 3 5 4 5 5 5 5 4 3 31

51 1 4 4 5 5 5 5 25 5 4 4 4 5 3 24 4 5 4 4 4 3 4 4 4 29

52 2 4 4 4 4 5 5 30 5 3 4 4 4 4 23 3 4 3 3 5 4 3 3 3 30

53 1 4 4 4 4 5 4 27 4 5 5 4 4 3 25 4 4 3 4 4 4 4 4 4 31

54 1 5 5 5 5 5 5 24 5 5 4 5 5 5 28 4 4 4 4 4 3 4 5 4 16

55 1 4 4 4 4 4 4 24 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 30

56 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 3 3 3 3 3 3 4 4 30

57 2 4 4 4 4 4 4 23 4 3 3 4 4 3 21 4 4 3 4 3 3 3 4 4 35

58 1 4 4 5 5 5 5 27 5 4 4 5 5 3 24 4 5 3 3 4 2 2 1 4 30

59 2 4 4 4 4 4 4 26 4 4 4 4 4 3 23 3 4 3 4 3 3 3 4 3 24

60 1 4 4 3 3 4 4 27 4 3 3 4 4 4 22 3 3 3 4 2 4 4 4 3 32

61 1 4 4 4 4 4 4 27 4 4 4 4 4 4 24 4 4 4 4 4 4 4 4 4 32

62 1 5 5 5 5 4 4 30 4 3 3 4 4 3 21 4 4 3 4 4 4 3 4 4 32

63 1 4 4 4 4 4 4 27 4 1 3 4 4 1 14 1 1 3 3 1 3 1 3 1 36

64 2 4 4 4 4 4 4 22 4 3 3 4 4 3 21 4 3 3 4 3 2 2 3 4 36

65 2 4 4 4 4 5 4 27 4 4 3 4 4 4 23 4 4 3 3 4 3 4 4 4 32

66 2 4 4 4 4 5 5 25 5 4 3 5 5 5 26 5 4 4 2 5 3 4 2 5 28

67 2 5 5 5 5 4 4 27 4 2 2 4 4 2 16 2 2 2 2 2 2 2 2 2 31

68 1 5 5 5 5 4 4 24 4 3 4 4 4 1 18 4 4 4 1 1 2 1 1 4 32

69 2 4 5 4 5 5 5 26 5 4 3 4 5 3 23 5 5 4 5 5 3 3 4 5 32

70 1 5 5 4 5 5 5 26 5 5 5 4 4 4 26 4 4 4 2 4 4 2 4 4 26

71 2 4 4 4 4 5 4 26 4 4 3 4 4 3 21 4 4 3 3 4 3 3 3 4 28

72 3 4 4 4 4 4 4 22 4 4 3 4 4 3 22 4 4 3 3 4 2 3 3 4 24

73 1 4 5 5 5 4 5 24 5 4 5 4 5 4 27 4 4 5 4 5 5 4 4 4 27

74 2 4 4 5 5 4 4 30 4 4 4 4 4 4 24 4 4 3 4 4 3 4 4 4 27

75 3 4 4 5 5 5 4 25 4 4 3 4 4 3 22 4 4 3 3 3 3 3 4 4 32

76 2 4 5 4 4 4 4 25 4 4 4 5 5 4 25 4 4 5 5 4 4 4 4 4 30

77 1 5 5 5 5 5 5 30 5 4 4 4 5 4 25 5 5 4 4 2 4 4 4 5 16

78 1 5 4 5 4 4 5 27 5 4 4 4 5 5 27 5 4 5 4 5 4 4 4 5 24

79 1 4 4 4 4 4 4 24 4 4 4 4 4 4 24 5 4 4 3 3 3 3 1 5 29

80 1 4 4 4 4 4 4 24 4 4 4 4 4 3 23 2 2 4 4 4 4 4 4 2 29

81 3 4 4 5 4 5 5 27 5 3 4 4 4 3 21 3 3 3 3 3 3 3 3 3 16

82 2 3 3 4 4 5 4 23 4 4 4 5 4 4 24 4 4 4 3 4 4 4 4 4 18

83 1 4 5 4 5 4 5 27 5 4 3 5 5 3 24 4 3 3 3 3 3 3 3 4 34

84 1 4 4 4 4 5 5 26 5 2 2 4 4 2 16 3 4 2 2 4 3 2 2 3 28

85 1 4 4 5 4 5 5 27 5 3 3 4 5 3 21 4 5 3 3 5 3 3 4 4 27

86 1 5 4 5 4 5 4 27 4 5 5 5 4 4 27 5 5 2 3 4 3 3 4 5 26

87 1 5 5 5 5 5 5 30 5 4 4 4 5 5 27 5 5 5 5 5 5 5 5 5 35

88 3 5 4 4 4 5 5 27 5 4 4 4 5 4 25 5 5 4 4 4 4 4 5 5 30

89 2 4 4 3 3 4 4 22 4 3 3 4 4 3 15 4 4 3 3 4 3 3 4 4 27

90 1 4 4 5 5 5 4 27 4 3 3 4 4 4 13 4 4 4 4 4 3 3 4 4 34

91 1 4 4 4 4 5 4 25 4 4 4 4 4 4 14 4 4 3 4 4 4 3 4 4 32

92 1 4 5 4 5 4 5 27 5 4 4 4 5 4 13 4 4 4 4 4 4 4 4 4 35

93 2 4 4 4 4 4 4 24 4 4 4 5 5 3 16 4 5 3 3 4 3 1 2 4 26

94 2 4 4 4 4 5 5 26 5 4 4 4 4 2 10 4 4 2 4 4 2 2 4 4 28

95 1 5 5 4 4 4 4 26 3 4 4 4 2 4 15 5 4 4 13 5 2 5 5 17 24

96 2 4 4 4 5 5 4 26 1 2 1 2 4 4 6 4 4 3 11 4 3 4 5 16 31

97 2 4 4 3 3 4 4 22 3 1 4 4 4 3 12 4 3 3 10 4 4 4 4 16 25

98 2 4 4 4 4 4 4 24 4 1 1 4 3 3 10 4 3 4 11 3 4 4 5 16 22

99 1 5 5 5 5 5 5 30 3 3 4 4 4 4 14 4 3 3 10 4 3 4 4 15 30

100 1 4 4 4 4 5 4 25 4 4 4 4 5 1 16 4 4 4 12 4 3 4 4 15 29

LAMPIRAN 3 Uji Validitas Dan Reliabilitas Sampel Kecil

Correlations Kepribadian Merek

Correlations

KM1 KM2 KM3 KM4 KM5 KM6 TOT_KM

KM1

Pearson Correlation 1 .196 .027 .155 .277 .026 .390*

Sig. (2-tailed) .299 .887 .412 .138 .891 .033

N 30 30 30 30 30 30 30

KM2

Pearson Correlation .196 1 .484** .589

** .000 .356 .670

**

Sig. (2-tailed) .299 .007 .001 1.000 .053 .000

N 30 30 30 30 30 30 30

KM3

Pearson Correlation .027 .484** 1 .890

** -.049 .203 .731

**

Sig. (2-tailed) .887 .007 .000 .797 .281 .000

N 30 30 30 30 30 30 30

KM4

Pearson Correlation .155 .589** .890

** 1 -.086 .187 .766

**

Sig. (2-tailed) .412 .001 .000 .651 .321 .000

N 30 30 30 30 30 30 30

KM5

Pearson Correlation .277 .000 -.049 -.086 1 .520** .459

*

Sig. (2-tailed) .138 1.000 .797 .651 .003 .011

N 30 30 30 30 30 30 30

KM6

Pearson Correlation .026 .356 .203 .187 .520** 1 .645

**

Sig. (2-tailed) .891 .053 .281 .321 .003 .000

N 30 30 30 30 30 30 30

TOT_KM

Pearson Correlation .390* .670

** .731

** .766

** .459

* .645

** 1

Sig. (2-tailed) .033 .000 .000 .000 .011 .000

N 30 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).

Correlations Citra Merek

Correlations

CM1 CM2 CM3 CM4 CM5 CM6 TOT

_CM

CM1

Pearson Correlation 1 .632** .325 .287 .418

* .486

**

.818*

*

Sig. (2-tailed) .000 .079 .125 .021 .007 .000

N 30 30 30 30 30 30 30

CM2

Pearson Correlation .632** 1 .194 .263 .329 .403

*

.712*

*

Sig. (2-tailed) .000 .305 .160 .076 .027 .000

N 30 30 30 30 30 30 30

CM3

Pearson Correlation .325 .194 1 .712** .281 .493

**

.630*

*

Sig. (2-tailed) .079 .305 .000 .132 .006 .000

N 30 30 30 30 30 30 30

CM4

Pearson Correlation .287 .263 .712** 1 .348 .315

.608*

*

Sig. (2-tailed) .125 .160 .000 .059 .090 .000

N 30 30 30 30 30 30 30

CM5

Pearson Correlation .418* .329 .281 .348 1 .423

*

.698*

*

Sig. (2-tailed) .021 .076 .132 .059 .020 .000

N 30 30 30 30 30 30 30

CM6

Pearson Correlation .486** .403

* .493

** .315 .423

* 1

.705*

*

Sig. (2-tailed) .007 .027 .006 .090 .020 .000

N 30 30 30 30 30 30 30

TOT_CM


** .630

** .608

** .698

** .705

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 30 30 30 30 30 30 30



Correlations Ekuitas Merek

Correlations

EM1 EM2 EM3 EM4 EM5 EM6 EM7 EM8 TOT_

EM

EM1

Pearson Correlation 1 .476** .508

** .301 .544

** .267 .431

* .400

* .634

**

Sig. (2-tailed) .008 .004 .107 .002 .154 .017 .029 .000

N 30 30 30 30 30 30 30 30 30

EM2

Pearson Correlation .476** 1 .460

* .222 .583

** .353 .611

** .465

** .699

**

Sig. (2-tailed) .008 .011 .239 .001 .056 .000 .010 .000

N 30 30 30 30 30 30 30 30 30

EM3


* 1 .516

** .437

* .410

* .613

** .558

** .776

**

Sig. (2-tailed) .004 .011 .003 .016 .025 .000 .001 .000

N 30 30 30 30 30 30 30 30 30

EM4

Pearson Correlation .301 .222 .516** 1 .497

** .688

** .207 .440

* .691

**

Sig. (2-tailed) .107 .239 .003 .005 .000 .274 .015 .000

N 30 30 30 30 30 30 30 30 30

EM5


** .437

* .497

** 1 .576

** .479

** .480

** .774

**

Sig. (2-tailed) .002 .001 .016 .005 .001 .007 .007 .000

N 30 30 30 30 30 30 30 30 30

EM6

Pearson Correlation .267 .353 .410* .688

** .576

** 1 .426

* .566

** .762

**

Sig. (2-tailed) .154 .056 .025 .000 .001 .019 .001 .000

N 30 30 30 30 30 30 30 30 30

EM7


** .613

** .207 .479

** .426

* 1 .441

* .717

**

Sig. (2-tailed) .017 .000 .000 .274 .007 .019 .015 .000

N 30 30 30 30 30 30 30 30 30

EM8


** .558

** .440

* .480

** .566

** .441

* 1 .759

**

Sig. (2-tailed) .029 .010 .001 .015 .007 .001 .015 .000

N 30 30 30 30 30 30 30 30 30

TOT_EM


** .776

** .691

** .774

** .762

** .717

** .759

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 30 30 30 30 30 30 30 30 30



Reliability Kepribadian Merek

Case Processing Summary

N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Citra Merek

Reliability Ekuitas Merek


N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.

Reliability Statistics

Cronbach's

Alpha

N of Items

.663 6


N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.


Cronbach's

Alpha

N of Items

.769 6


Cronbach's

Alpha

N of Items

.869 8

LAMPIRAN 4 Uji Validitas Dan Reliabilitas Sampel Besar

Correlations Kepribadian Merek

Correlations

KM1 KM2 KM3 KM4 KM5 KM6 TOT_KM

KM1


** .273

** .075 .117 .543

**

Sig. (2-tailed) .000 .006 .006 .460 .244 .000

N 100 100 100 100 100 100 100

KM2


** .513

** -.142 .241

* .612

**

Sig. (2-tailed) .000 .000 .000 .158 .016 .000

N 100 100 100 100 100 100 100

KM3


** 1 .804

** .141 .305

** .773

**

Sig. (2-tailed) .006 .000 .000 .163 .002 .000

N 100 100 100 100 100 100 100

KM4


** .804

** 1 .127 .306

** .808

**

Sig. (2-tailed) .006 .000 .000 .207 .002 .000

N 100 100 100 100 100 100 100

KM5

Pearson Correlation .075 -.142 .141 .127 1 .533** .461

**

Sig. (2-tailed) .460 .158 .163 .207 .000 .000

N 100 100 100 100 100 100 100

KM6

Pearson Correlation .117 .241* .305

** .306

** .533

** 1 .653

**

Sig. (2-tailed) .244 .016 .002 .002 .000 .000

N 100 100 100 100 100 100 100

TOT_KM


** .773

** .808

** .461

** .653

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100



Correlations Citra Merek

Correlations

CM1 CM2 CM3 CM4 CM5 CM6 TOT_CM

CM1

Pearson Correlation 1 .566** .161 .136 .566

** .506

** .825

**

Sig. (2-tailed) .000 .108 .178 .000 .000 .000

N 100 100 100 100 100 100 100

CM2

Pearson Correlation .566** 1 .040 .088 .309

** .451

** .680

**

Sig. (2-tailed) .000 .691 .384 .002 .000 .000

N 100 100 100 100 100 100 100

CM3

Pearson Correlation .161 .040 1 .520** .200

* -.015 .360

**

Sig. (2-tailed) .108 .691 .000 .046 .885 .000

N 100 100 100 100 100 100 100

CM4

Pearson Correlation .136 .088 .520** 1 .206

* .091 .397

**

Sig. (2-tailed) .178 .384 .000 .040 .366 .000

N 100 100 100 100 100 100 100

CM5


** .200

* .206

* 1 .512

** .779

**

Sig. (2-tailed) .000 .002 .046 .040 .000 .000

N 100 100 100 100 100 100 100

CM6


** -.015 .091 .512

** 1 .723

**

Sig. (2-tailed) .000 .000 .885 .366 .000 .000

N 100 100 100 100 100 100 100

TOT_CM


** .360

** .397

** .779

** .723

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100



Correlations Ekuitas Merek

Correlations

EM1 EM2 EM3 EM4 EM5 EM6 EM7 EM8 TOT_EM

EM1


** .217

* .392

** .207

* .319

** .254

* .584

**

Sig. (2-tailed) .000 .002 .030 .000 .039 .001 .011 .000

N 100 100 100 100 100 100 100 100 100

EM2


* .254

* .568

** .258

** .359

** .292

** .646

**

Sig. (2-tailed) .000 .021 .011 .000 .010 .000 .003 .000

N 100 100 100 100 100 100 100 100 100

EM3


* 1 .445

** .312

** .553

** .541

** .280

** .651

**

Sig. (2-tailed) .002 .021 .000 .002 .000 .000 .005 .000

N 100 100 100 100 100 100 100 100 100

EM4


* .445

** 1 .434

** .542

** .458

** .557

** .713

**

Sig. (2-tailed) .030 .011 .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100 100 100

EM5


** .312

** .434

** 1 .404

** .407

** .312

** .699

**

Sig. (2-tailed) .000 .000 .002 .000 .000 .000 .002 .000

N 100 100 100 100 100 100 100 100 100

EM6


** .553

** .542

** .404

** 1 .641

** .529

** .748

**

Sig. (2-tailed) .039 .010 .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100 100 100

EM7


** .541

** .458

** .407

** .641

** 1 .587

** .787

**

Sig. (2-tailed) .001 .000 .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100 100 100

EM8


** .280

** .557

** .312

** .529

** .587

** 1 .704

**

Sig. (2-tailed) .011 .003 .005 .000 .002 .000 .000 .000

N 100 100 100 100 100 100 100 100 100

TOT_EM


** .651

** .713

** .699

** .748

** .787

** .704

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 100 100 100 100 100 100 100 100 100



Reliability Kepribadian Merek


N %

Cases

Valid 100 100.0

Excludeda 0 .0

Total 100 100.0


procedure.



N %

Cases

Valid 100 100.0

Excludeda 0 .0

Total 100 100.0


procedure.



N %

Cases

Valid 100 100.0

Excludeda 0 .0

Total 100 100.0


procedure.


Cronbach's

Alpha

N of Items

.721 6


Cronbach's

Alpha

N of Items

.730 6


Cronbach's

Alpha

N of Items

.845 8

LAMPIRAN 5 Hasil Output Regeresi SPSS

HASIL OUTPUT REGRESI SATU SPSS

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .274a .075 .066 2.58606

a. Predictors: (Constant), TOT_KM

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

T Sig. Correlations

B Std. Error Beta Zero-order Partial Part

1 (Constant) 13.363 3.501 3.817 .000

TOT_KM .383 .136 .274 2.820 .006 .274 .274 .274

a. Dependent Variable: TOT_CM

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 53.193 1 53.193 7.954 .006b

Residual 655.397 98 6.688

Total 708.590 99

a. Dependent Variable: TOT_CM

b. Predictors: (Constant), TOT_KM

HASIL OUTPUT REGRESI DUA SPSS

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .721a .520 .510 3.04452

a. Predictors: (Constant), TOT_CM, TOT_KM

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig. Correlations

B Std. Error Beta Zero-order Partial Part

1

(Constant) -.917 4.418 -.208 .836

TOT_KM .148 .166 .065 .888 .377 .257 .090 .062

TOT_CM 1.140 .119 .701 9.583 .000 .719 .697 .674

a. Dependent Variable: TOT_EM

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 975.004 2 487.502 52.594 .000b

Residual 899.106 97 9.269

Total 1874.110 99

a. Dependent Variable: TOT_EM

b. Predictors: (Constant), TOT_CM, TOT_KM

LAMPIRAN 6 Tanggapan Dan Karakteristik Responden

Tanggapan Responden Berdasarkan Kepribadian Merek

Statistics

KM1 KM2 KM3 KM4 KM5 KM6

N Valid 100 100 100 100 100 100

Missing 0 0 0 0 0 0

Mean 4.1900 4.2000 4.1500 4.1900 4.5500 4.4000

Sum 419.00 420.00 415.00 419.00 455.00 440.00

KM1

Frequency Percent Valid Percent Cumulative

Percent

Valid

N 1 1.0 1.0 1.0

S 79 79.0 79.0 80.0

SS 20 20.0 20.0 100.0

Total 100 100.0 100.0

KM2


Percent

Valid

N 1 1.0 1.0 1.0

TS 78 78.0 78.0 79.0

STS 21 21.0 21.0 100.0

Total 100 100.0 100.0

KM3


Percent

Valid

N 8 8.0 8.0 8.0

S 69 69.0 69.0 77.0

SS 23 23.0 23.0 100.0

Total 100 100.0 100.0

KM4


Percent

Valid

N 8 8.0 8.0 8.0

TS 65 65.0 65.0 73.0

STS 27 27.0 27.0 100.0

Total 100 100.0 100.0

KM5


Percent

Valid

S 45 45.0 45.0 45.0

SS 55 55.0 55.0 100.0

Total 100 100.0 100.0

KM6


Percent

Valid

TS 60 60.0 60.0 60.0

STS 40 40.0 40.0 100.0

Total 100 100.0 100.0

Tanggapan Responden Berdasarkan Citra Merek

Statistics

CM1 CM2 CM3 CM4 CM5 CM6

N Valid 100 100 100 100 100 100

Missing 0 0 0 0 0 0

Mean 3.8100 3.5700 4.1900 4.2000 3.6800 3.7600

Sum 381.00 357.00 419.00 420.00 368.00 376.00

CM1


Percent

Valid

STS 2 2.0 2.0 2.0

TS 4 4.0 4.0 6.0

N 22 22.0 22.0 28.0

S 55 55.0 55.0 83.0

SS 17 17.0 17.0 100.0

Total 100 100.0 100.0

CM2


Percent

Valid

TS 7 7.0 7.0 7.0

N 34 34.0 34.0 41.0

S 54 54.0 54.0 95.0

SS 5 5.0 5.0 100.0

Total 100 100.0 100.0

CM3


Percent

Valid

N 1 1.0 1.0 1.0

S 79 79.0 79.0 80.0

SS 20 20.0 20.0 100.0

Total 100 100.0 100.0

CM4


Percent

Valid

N 1 1.0 1.0 1.0

TS 78 78.0 78.0 79.0

STS 21 21.0 21.0 100.0

Total 100 100.0 100.0

CM5


Percent

Valid

STS 3 3.0 3.0 3.0

TS 3 3.0 3.0 6.0

N 30 30.0 30.0 36.0

S 51 51.0 51.0 87.0

SS 13 13.0 13.0 100.0

Total 100 100.0 100.0

CM6


Percent

Valid

STS 2 2.0 2.0 2.0

TS 4 4.0 4.0 6.0

N 17 17.0 17.0 23.0

S 70 70.0 70.0 93.0

SS 7 7.0 7.0 100.0

Total 100 100.0 100.0

Tanggapan Responden Berdasarkan Ekuitas Merek

Statistics

EM1 EM2 EM3 EM4 EM5 EM6 EM7 EM8

N Valid 100 100 100 100 100 100 100 100

Missing 0 0 0 0 0 0 0 0

Mean 3.8800 4.0100 3.4400 3.5200 3.8200 3.4100 3.4800 3.7700

Sum 388.00 401.00 344.00 352.00 382.00 341.00 348.00 377.00

EM1


Percent

Valid

STS 1 1.0 1.0 1.0

TS 3 3.0 3.0 4.0

N 13 13.0 13.0 17.0

S 73 73.0 73.0 90.0

SS 10 10.0 10.0 100.0

Total 100 100.0 100.0

EM2


Percent

Valid

STS 2 2.0 2.0 2.0

TS 2 2.0 2.0 4.0

N 11 11.0 11.0 15.0

S 63 63.0 63.0 78.0

SS 22 22.0 22.0 100.0

Total 100 100.0 100.0

EM3


Percent

Valid

TS 8 8.0 8.0 8.0

N 45 45.0 45.0 53.0

S 42 42.0 42.0 95.0

SS 5 5.0 5.0 100.0

Total 100 100.0 100.0

EM4


Percent

Valid

STS 2 2.0 2.0 2.0

TS 8 8.0 8.0 10.0

N 31 31.0 31.0 41.0

S 54 54.0 54.0 95.0

SS 5 5.0 5.0 100.0

Total 100 100.0 100.0

EM5


Percent

Valid

STS 3 3.0 3.0 3.0

TS 5 5.0 5.0 8.0

N 14 14.0 14.0 22.0

S 63 63.0 63.0 85.0

SS 15 15.0 15.0 100.0

Total 100 100.0 100.0

EM6


Percent

Valid

TS 10 10.0 10.0 10.0

N 44 44.0 44.0 54.0

S 41 41.0 41.0 95.0

SS 5 5.0 5.0 100.0

Total 100 100.0 100.0

EM7


Percent

Valid

STS 3 3.0 3.0 3.0

TS 9 9.0 9.0 12.0

N 31 31.0 31.0 43.0

S 51 51.0 51.0 94.0

SS 6 6.0 6.0 100.0

Total 100 100.0 100.0

EM8


Percent

Valid

STS 3 3.0 3.0 3.0

TS 6 6.0 6.0 9.0

N 15 15.0 15.0 24.0

S 63 63.0 63.0 87.0

SS 13 13.0 13.0 100.0

Total 100 100.0 100.0

Karakteristik Responden Menurut Jenis Kelamin

Karakteristik Responden Menurut Usia

Karakteristik Responden Menurut Pekerjaan

JADWAL PENULISAN SKRIPSI

KETERANGAN Bulan 1 Bulan 2 Bulan 3 Bulan 4 Bulan 5

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Penulisan Pra-

proposal

Presentasi

Proposal

Pengumpulan

Data

Analisis Data

Penulisan Laporan

Skripsi

Penyerahan

Skripsi

SURAT PERNYATAAN

Yang bertanda tangan di bawah ini :

Nama : Ersa Satriyawan Indraprastha

Alamat : Jl. Merbabu H-23 Kepuh Permai, Waru-Sidoarjo

NIM : 2010210435

Jurusan : Manajemen

Program Studi : S1

Dengan ini menyatakan bahwa Skripsi saya yang berjudul :

Pengaruh Kepribadian Merek Terhadap Ekuitas Merek Yang Dimediasi

Oleh Citra Merek

(Studi Terhadap Ekuitas Merek Coklat SilverQueen Di Surabaya)

Adalah benar-benar merupakan karya saya sendiri dan bukan jiplakan (plagiat)

dari karya ilmiah orang lain serta bukan hasil dibuatkan oleh orang/pihak lain.

Apabila dikemudian hari ternyata Pernyataan Saya tersebut tidak benar, maka

saya bersedia menerima sanksi berupa pembatalan Skripsi beserta segala hal yang

terkait dengan Skripsi tersebut.

Demikian surat pernyataan ini saya buat dengan sebenarnya.

Surabaya, 9 Januari 2014

Yang Menyatakan

(Ersa Satriyawan I)

LAMPIRAN 1 - Institutional Repositoryeprints.perbanas.ac.id/55/8/ERSA SATRIYAWAN...

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