CORRELATION BETWEEN BRAND LOYALTY AND

IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER

By:

Yoshua Wira Atmaja ID No: 011200800065

A thesis presented to the Faculty of Economics President University

in partial fulfillment of the requirements for Bachelor Degree in Economics Major in International Business

President University Cikarang Baru

Bekasi, Indonesia January 2012

i

THESIS ADVISER

RECOMMENDATION LETTER

This thesis entitled “CORRELATION BETWEEN BRAND LOYALTY AND

IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER.” Prepared and

submitted by Yoshua Wira Atmaja in partial fulfillment of the requirements for the

degree of Bachelor Degree in Economics - Major in Management – International

Business, has been reviewed and found to have satisfied the requirements for a thesis

fit to be examined. We therefore recommend this thesis for Oral Defense.

Cikarang, Indonesia, 11 January 2012

Acknowledged by: Recommended by:

Irfan Habsjah, MBA, CMA. Ir. Erny Estiurlina Hutabarat, MBA.

Head of Management Study Program Thesis Advisor

ii

PANEL OF EXAMINERS

APPROVAL SHEET

Herewith, the Panel of Examiners declare that the thesis entitled “CORRELATION

BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI

TEA PT. UNILEVER” submitted by Yoshua Wira Atmaja majoring in

(Management – International Business), faculty of Economics was assessed and

approved to have passed the Oral Examination on March 6th, 2012.

Chair - Panel of Examiner

Aditia Rusmawan, M.Sc.

Chairman

Ir. Erny Estiurlina Hutabarat, MBA

Examiner 1

Drs. Jozef Raco, MSc., M.A.

Examiner 2

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DECLARATION OF ORGINALITY

I declare that this thesis, entitled “CORRELATION BETWEEN BRAND

LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER”

is, to the best of my knowledge and belief, an original piece of work that has not been

submitted, either in whole or in part, to another university to obtain a degree.

Jakarta, Indonesia, 13th January 2012

Yoshua Wira Atmaja

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ABSTRACT

This study is about to analyze consumer behavior about Brand Loyalty and Impulse buying for buying Sariwangi Tea in indomaret west boulevard, Kelapa Gading, North Jakarta. This study aims to determine the relationship with brand loyalty on consumer impulse buying Sariwangi tea. In general, brand loyalty and consumer impulse buying Sariwangi tea is good. In this study used primary data obtained from questionnaires directly to the 50 (fifty) customers who purchase tea products Sariwangi. The questionnaire consisted of various statements about consumers' assessment of brand loyalty and impulse buying. Having tested the validity and reliability, followed by a descriptive analysis, test the product moment correlation and hypothesis testing using the test Z. The purpose of testing is to determine which items are statements that could represent the brand loyalty and impulse buying consumer minds between brand loyalty with impulse buying on Sariwangi tea products. The suggestions are given for brand loyalty is a factor as the producer PT Unilever Tea Sariwangi should be to keep doing new innovations, given the competition in this industry are very tight with the emergence of new arrivals and maintaining product quality assessed both by consumers and create loyal towards the brand. As for impulse buying factor that was considered quite good, PT Unilever more attention to the attitudes of consumers and create better strategies so that when consumers in any condition they are still buying or choosing Sariwangi tea.

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ACKNOWLEDGEMENT

First of all I would like to thank to the greatest Tuhan Yesus Kristus for the blessing

and gave me the strength to finish this thesis. I would like to deliver my appreciation

to all people that always given me support to finish my study in President University,

especially to:

1. All of my family, my mom, my dad. Thank you for the support and love that

given to me.

2. My thesis adviser, Miss Erny Hutabarat for her patience to give me direction,

advices, supports to finish this thesis.

3. My Girlfriend Wendy for accompanied me during the thesis consultation.

4. All of my dormitory and President Universiy friends: Havel Arnold, Denny

Halim, Christian Jonathan, Dewa Arya, Derian Muljadi, Dennis Gazali, Daniel

Suryajaya, Roy Aurick, Justin Ryvan, Christian Andreas, Albert Japri, Adiputra,

Andreas Christian Sukiman, and XuChangkuan.

5. My Sugar Free band Rizky Fauzi, Fransiskus Felix, and Rinaldy.

6. My Mailto Band Denny, Adi, Teddy, Thero, Andrew, aki, Anis.

7. Committee of Farewell & Gathering International Business 24-11-2011 for the hot

and rocks party.

8. All of my friends in other majors which i cannot mention one by one.

Regards,

Yoshua Wira Atmaja

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TABLE OF CONTENT

Title .................................................................................................................................. Thesis Advisor Recommendation Sheet ...................................................................... i Panel of Examination Approval Sheet ....................................................................... ii Declaration of Originality .......................................................................................... iii Abstract ........................................................................................................................ iv Acknowledgement ........................................................................................................ v Table of Contents ........................................................................................................ vi List of Tables ............................................................................................................. viii List of Figures .............................................................................................................. ix Chapter I Introduction .................................................................................................................... 1 1.1 Background Of Study .............................................................................................. 1 1.2 Company Profile ...................................................................................................... 3 1.3 Problems Identified .................................................................................................. 4 1.4 Statement Of Problem .............................................................................................. 4 1.5 Research Objectives ................................................................................................. 4 1.6 Significance Of The Study ....................................................................................... 4 1.7 Theoretical Framework ............................................................................................ 5 1.8 Scope And Limitation .............................................................................................. 6 1.9 Hypothesis................................................................................................................ 6 1.10 Definition Of Terms ............................................................................................... 6 Chapter II Literature Review ........................................................................................................... 7 2.1 Marketing ................................................................................................................. 7 2.2 Brand ........................................................................................................................ 7 2.3 Brand Loyalty .......................................................................................................... 9 2.4 Purchase ................................................................................................................. 14 2.5 Impulse Buying ...................................................................................................... 14 Chapter III Methodology ................................................................................................................ 17 3.1 Research Method ................................................................................................... 17 3.2 Research Instruments ............................................................................................. 17 3.2.1 Dimensions and Indicators of Brand Loyalty ....................................... 18 3.2.2 Dimensions and Indicators of impulse Buying ..................................... 19 3.3 Sampling Design .................................................................................................... 20 3.3.1 Population ............................................................................................. 20 3.3.2 Sample ................................................................................................... 20 3.3.3 Data ....................................................................................................... 21 3.4 Data Collection Techniques And Data Processing Techniques ............................. 21 3.4.1 Data Collection Techniques .................................................................. 21 3.4.2 Data Processing Techniques ................................................................. 22 3.4.3 Data Analysis Techniques ..................................................................... 26 3.5 Hypothesis Testing ................................................................................................. 29 3.6 Limitations ............................................................................................................. 29

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Chapter IV Analysis Of Data And Interpretation Of Result ........................................................... 30 4.1 Qualitative Analysis ............................................................................................... 30 4.1.1 Qualitative Analysis Of Brand Loyalty ............................................... 31 4.1.2 Qualitative Analysis Of Impulse Buying ............................................. 38 4.1.3 Correlation Coefficient ........................................................................ 44 4.2 Test Of Hypotheses ................................................................................................ 45 Chapter V Conclusion And Recommendation .............................................................................. 47 5.1 Conclusion ............................................................................................................. 47 5.2 Recommendation ................................................................................................... 48 References ................................................................................................................... 49 Appendix ..................................................................................................................... 51

viii

List Of Tables

Table 3.1 Questionnaire Indicators For Brand Loyalty ............................................... 18 Table 3.2 Questionnaire Indicators For Impulse Buying ............................................. 19 Table 3.3 Likert Scale .................................................................................................. 22 Table 3.4 Test Result Validity of Brand Loyalty Questionnaire Variables ................. 24 Table 3.5 Test Result Validity of Impulse Buying Questionnaire Variables .............. 25 Table 3.6 Measurement Criteria .................................................................................. 27 Table 4.1 Distribution Respondent By Gender ............................................................ 33 Table 4.2 Distribution Respondent By Age ................................................................. 33 Table 4.3 Questionnaire about Brand Loyalty 1 .......................................................... 34 Table 4.4 Questionnaire about Brand Loyalty 2 .......................................................... 35 Table 4.5 Questionnaire about Brand Loyalty 3 .......................................................... 35 Table 4.6 Questionnaire about Brand Loyalty 4 .......................................................... 36 Table 4.7 Questionnaire about Brand Loyalty 5 .......................................................... 36 Table 4.8 Questionnaire about Brand Loyalty 6 .......................................................... 37 Table 4.9 Questionnaire about Brand Loyalty 7 .......................................................... 37 Table 4.10 Questionnaire about Brand Loyalty 8 ........................................................ 38 Table 4.11 Questionnaire about Brand Loyalty 9 ........................................................ 38 Table 4.12 Questionnaire about Brand Loyalty 10 ...................................................... 39 Table 4.13 Questionnaire about Brand Loyalty 11 ...................................................... 39 Table 4.14 Questionnaire about Brand Loyalty 12 ...................................................... 40 Table 4.15 Questionnaire about Brand Loyalty 13 ...................................................... 40 Table 4.16 Questionnaire about Impulse Buying 1 ..................................................... 41 Table 4.17 Questionnaire about Impulse Buying 2 ..................................................... 41 Table 4.18 Questionnaire about Impulse Buying 3 ..................................................... 42 Table 4.19 Questionnaire about Impulse Buying 4 ..................................................... 42 Table 4.20 Questionnaire about Impulse Buying 5 ..................................................... 43 Table 4.21 Questionnaire about Impulse Buying 6 ..................................................... 43 Table 4.22 Questionnaire about Impulse Buying 7 ..................................................... 44 Table 4.23 Questionnaire about Impulse Buying 8 ..................................................... 44 Table 4.24 Questionnaire about Impulse Buying 9 ..................................................... 45 Table 4.25 Questionnaire about Impulse Buying 10 ................................................... 45 Table 4.26 Table Summary Of Responses Of Sariwangi Brand Loyalty Variables .... 46 Table 4.27 Table Summary Of Responses Of Sariwangi Impulse Buying Variables . 47

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List Of Figures

Figure 1.1 Theoretical Framework .............................................................................. 19 Figure 3.1 Interval ........................................................................................................ 27 Figure 3.2 Correlation Coefficient Spearmen .............................................................. 28 Figure 3.3 Z Formula ................................................................................................... 29 Figure 4.1 Correlation Coefficient Result .................................................................... 45 Figure 4.2 Hypothesis .................................................................................................. 46

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Chapter 1

INTRODUCTION

1.1 Background of the study It's been popping up a lot of instant food and beverage products. Development of

mature products is increasing rapidly from time to time. There are always

innovations that made these companies so that consumers remain loyal to use the

product. As a country that also produces tea, not a few people who have habits of

drink hot or cold tea.

Among many other tea products, Sariwangi is one product that is consumed by the

Indonesian community. Proved by Sariwangi successfully rejuvenated the

declining Indonesian leaf tea market. Tea bag segment has increase of its share in

last 4 years primarily on account of very aggressive conversion drive undertaken

by Sariwangi from packet tea to tea bags. Some activity to increase of usership of

Sariwangi done by building through tea consumption increase of moment, recipes,

tea & health campaigns and other experiential activity. Sariwangi is the only tea

brand That tide up the Indonesian archipelago, and consistently Communicate the

warm of togetherness. One of its activity is "Warmer Sariwangi Closer (closer is

warmer) in 2005. In 2006, Sariwangi held Sariwangi Car Mudik Where We help

family in getting "real" connected amongst the nuclear family has a ritual of the

WHO home village every year. We facilitate the 'process' through Car Mudik

Sariwangi. In 2006 & 2007 Sariwangi got ICSA (Indonesia Customer Satisfaction

Award) held by SWA and Frontier. In 2006, the Consumer Packaging Awarded

Sariwangi Branding Award as "Gold" category, conducted by SWA magazine,

Mix magazine, Landor, dm Associates, and Imago School of Modern Advertising.

http://www.unilever.co.id/brands/foodsbrands/Sariwangi/

One effort to retain customers is through the effort to increase customer loyalty

towards the brands they consume. customer loyalty to the brand will be the key to

success for the company to compete, both in the short and long term.

2

Although consumers already believe in one particular brand, but it is not

uncommon consumers do not buy these brands, but buy another brand. This is

caused by an impulse purchase. impulse purchases can be described as a choice

made on the spot because of strong positive feelings about an object. There are

several reasons consumers buy goods outside the plan. consumers might be

affected by the ads that he watched before, attractive packaging, displays a

prominent, the desire to try new stuff, cheap prices or sales promotion girl

persuasion.

For consumers who have brand loyalty to a particular item, may rarely make

impulse buying, especially consumers who always make a list of what items

should be bought and really needed. consumers are satisfied with a particular

product, is likely to continue buying and using the product. advantage of

consumers would recommend these products to other consumers. sense of

satisfaction itself is a level of one's feelings after comparing the performance

(results) that he felt compared to his expectations.

Some people have been doing research on the same topic, as has been done by

Lilik Triana and Ghina Noeraini (2006), entitled "RELATIONSHIP WITH

IMPULSE BUYING A BRAND LOYALTY (Case Study On Student STEI

Sunsilk Shampoo Users)". This study aims to know the relationship between

brand loyalty with impulse buying, the respondents were 71 people who use

Sunsilk shampoo for 1 year.

Based on the descriptions and the reasons above, the authors are interested to

elaborate on this thesis with the title,” Correlation between brand loyalty and

impulse buying on Sariwangi tea.”

3

1.2 Company Profile PT Unilever Indonesia Tbk (the company) was founded on December 5, 1933 as

Zeepfabrieken NV Lever by deed. 33 made by Tn.A.H. Van Ophuijsen, notary in

Batavia. This deed was approved by the Governor-General Van Negerlandsch-

indie with a letter of No.. 14 on December 16, 1933, registered at the Raad van

Justitie at Batavia with No. 302 on December 22, 1933 and published in Javasche

Courant on January 9, 1934 Supplement. 3.

Made by the notary Ny. Kartini Mulyadi dated July 22, 1980, the company name

was changed to PT Unilever Indonesia. By deed no. 92 made by the notary Mr.

Mudofir Hadi, SH dated June 30, 1997, the company name was changed to PT

Unilever Indonesia Tbk. This deed was approved by the Minister of Justice with

No decision. C2-1.049HT.01.04TH.98 dated February 23, 1998 and published in

the State. 2620 May 15, 1998 Supplement. 39. The Company is engaged in the

production of soaps, detergents, toothpaste, margarine, vegetable oils and foods

made from milk, ice cream, food and beverages of tea and cosmetic products.

As approved at the Annual General Meeting of the Company on June 13, 2000,

which stated in notarial. 82 made by the notary Singgih Susilo, SH dated June 14,

2000, the company also acts as the primary distributor and provides marketing

research services. This deed was approved by the Minister of Law and Legislation

(formerly the Minister of Justice) of the Republic of Indonesia with the decision

No.. C-18482HT.01.04-TH.2000.

On 22 November 2000, the company entered into an agreement with PT Pelangi

Indah Grace, to establish a new company namely PT Anugrah Lever (PT AL)

engaged in the manufacture, development, marketing and sales of soy sauce, chili

sauce and other sauces with trademark Bango, Parkiet and Sakura and other

brands on the basis of company's license to PT AL.

4

1.3 Problems Identified In this thesis writer identify factors that cause purchase of Sariwangi tea product.

The factors identified base on two variables which is Brand Loyalty and Impulse

Buying.

1.4 Statement of the Problem As for the problems that can be identified based on brand loyalty research topics

relationship with impulse buying:

1. What factors that influenced Brand Loyalty?

2. What factors that influenced Impulse Buying?

3. How is the Correlation between Brand Loyalty and Impulse Buying?

1.5 Research Objectives Purpose of making of this research are:

1. To analyze the factors that influence brand loyalty.

2. To analyze the factors that influence impulse buying.

3. To analyze whether there is a relationship between brand loyalty toward

impulse buying.

1.6. Significance of the Study

The benefits to authors of a study on the relationship with the impulse buying of

brand loyalty:

1. For the company

Can provide information concerning the application packaging strategies that

need to be improved and can be used as a material consideration in decisions to

improve company performance.

2. The other side

Can provide useful information if you want to give the topic the brand loyalty

relationship with impulse buying.

5

1.7. Theoretical Framework

Researchers used a multi-variable where the observed variables consist of:

a. Independent variables: brand loyalty (X)

b. Dependent variables: Impulse buying (Y)

Theoretical Framework

Figure 1.1 Theoretical Framework

(Source: Mowen and Minor (2002: 109)

Product

SARIWANGI

TEA

Purchase Decision

Impulse buying

1. Spontaneity

2. Strength, force, and

intensity

3. Stimulus

4. Ignoring the consequences

Brand Loyalty

1. Cognitive

2. Affective

3. Conative

4. Action

PT UNILEVER

6

1.8 Scope and Limitation Based on the limitations that will be contained in this study such as time, cost and

manpower available, writer use 50 respondents from total 80 population

customers who buy Sariwangi Tea, and located in Indomaret West Boulevard,

Kelapa Gading, North Jakarta.

1.9 Hypothesis The hypothesis is basically an assumption or conjecture while that may be true,

and is often used as a basis for decision making or problem solving or to base

further research. Presumption or assumption as a hypothesis is also an abstract

data remains to be substantiated. However, because of the possibility could be

wrong, and when will be used as a basis for decision-making should be tested in

advance using research data. Based on the background of the problem and the

existing framework, the authors hypothesized in this thesis are:

Ho: There is no correlation between brand loyalty and impulse buying on

consuming Sariwangi Tea.

Ha: There is a correlation between brand loyalty and impulse buying on

consuming Sariwangi Tea.

1.10 Definition Of Terms A detailed explanation of specific terms used in the study are:

Brand Loyalty: The situation in which a consumer generally buys the same

manufacturer-originated product or service repeatedly over time rather than

buying from multiple suppliers within the category.

Impulse Buying: Impulse buying is an attitude or behavior of consumers in

making purchasing decisions without a plan.

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Chapter 2

LITERATURE REVIEW

2.1 Marketing Increasingly strict business sense requires the company to always pay attention to

the field of marketing. Since marketing is recognized as a key to success, many

companies began to think of a good marketing concept.

According to Kotler (2001: 9) definition of marketing is "a social process in which

individuals and groups obtain what they need and want by creating, offering and

freely exchanging products of value with others".

Meanwhile, according to Lamb, Hair, McDaniel (2001: 6) "marketing is a process

of planning and running the concept, pricing, promotion and distribution of ideas,

goods and services to create exchanges that can satisfy individual and

organizational objectives".

From some marketing definitions above, it can be concluded that the core of

marketing activities is a process of exchange or transfer of products from the

producer to the consumer or can also be interpreted as satisfying targeted

customers with a superior bid.

2.2 Brand Brand (brand) is a name, term, sign, symbol, design or combination of these

things are intended to identify goods or services from a person or group of sellers

and to differentiate it from competitors' products, (Kotler, 2000: 460).

Meanwhile, according to Terence. A. Shimp (2003: 8): "The brand is a name,

term, sign, symbol, design, or a combination of the whole that are intended to

identify goods or services from a seller or group of sellers, to be distinguished

from its competitors".

A good brand makes consumers feel satisfied with the choices he has made, to

buy and use. A good brand will always be on the minds of consumers so as to

make the consumer always remember the brand when going to need a product or

8

service. Brand has an important role to identify a product, a misconception of

consumers towards the brand will be fatal and cause the consumer can not capture

the value and purpose of existing brands. Basically a brand is also a seller's

promise to consistently give privileges, benefits, and certain services to the buyer.

Brand is a complex symbol of a product and can provide 6 meanings, namely:

1. Attribute

Brand gives an overview of the nature of the products of the brand itself and

reminiscent of certain attributes.

Example: Helpless high resistance, expensive, upscale.

2. Benefit

Attributes of a brand must be translated in the form benefits both in terms of

function and emotion.

Example: high-endurance attributes can be translated to mean that the product

uses high quality materials compared to other products.

3. Value

Brand also says something about the product, the manufacturer or brand owner,

and customer value ..

Example: Mercedes is always synonymous with a highly capable car, with a high

security level, as well as a great prestige.

4. Culture

Brand also represents a certain culture.

Example: Mercedes can describe the culture of the German state that completely

orderly, efficient, and high quality.

5. Personality

Brand also reflects the personality of the wearer ..

Example: use a classy Mercedes symbolizes the personality of the wearer.

9

6. User

Brand can indicate the type of consumers who buy or use these products.

Example: an overview of the consumers who use the Mercedes is a top executive

who is old and not a student who is still young.

According to Philips Kotler (2002: 461) there are 4 levels of brand:

1. Brand Awareness (brand awareness)

2. Brand Acceptability (acceptance brand)

3. Brand Preference (brand preferences)

4. Brand Loyalty (brand loyalty)

2.3 Brand Loyalty Brand loyalty is formed through a learning process, ie a process where the

consumer through his experience trying to find a brand that best suited him, in a

sense the product of the brand can give satisfaction to the expectations and needs.

Consumers are continuously trying different brands before finding a brand that

truly fits.

Customer satisfaction will remain an important part in brand loyalty. Usually

result in brand loyalty and repeat buying recommended buying. If consumers are

satisfied with the performance of a brand will continue to buy brand, use it and

even tell others of the advantages the brand based on consumer experiences in

using the trademark. If consumers are satisfied with a particular brand and often

buy the product then can be said that a high level of brand loyalty, on the contrary,

if consumers are not too satisfied with a particular brand and tend to buy products

with different brand then the low level of brand loyalty. Satisfaction of consumer

needs to be maintained and enhanced in order to create and maintain loyalty to the

brand.

Like what was said by J. Paul Peter and Jerry C. Olson (1999: 161), viewed from

the perspective of the marketing strategy of brand loyalty is a very important

concept. Especially in a market with very low growth rate but has a very strict

10

level of competition, the existence of consumers who are loyal to the brand is

needed so the company can survive.

According to Aaker (1995), quoted by Ali Hasan in his book "Marketing" (2008:

79) states that customer loyalty to the brand is one of the brand assets, which

indicates a high value of loyalty, because to build a lot of challenges to be faced

and the need a very long time.

Meanwhile, according to John C. Mowen and Michael Minor (2002: 109), the

wisdom of a customer shows a positive attitude towards a brand, is committed to a

particular brand, and intend to continue to buy them in the future.

There are two approaches to understanding brand loyalty:

1. behavioral approach

See behavioral approach to the purchase of brand loyalty based on brand.

A. A series of brand choice (brand-choicesequence)

Example:

If A, B, C, D, F are the brands in a particular product group, category brand

loyalty may use the classification of brown in the purchase of the following

sequence:

1. Loyalty is an integral (undivided loyalty): AAAAAA

2. Loyalias the integral (devided loyalty): ABABAB

3. Loyalty is not stable (unstable loyalty): AAABBB

4. Without loyalty (no loyalty): ABCDEF

Above sequence is modified by Mowen and Minor (2002: 109) as follows:

1. Loyalty as the integral (devided loyalty): AAAAAAAA

2. Loyalty is an integral (undivided loyalty): AAABBAABBB

3. The transition from time to time (occasional switches): AABAAACAADA

4. Loyalty switch (switch loyalty): AAAABBB

5. Indifference brand: ABDCBACD

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B. Proportion of purchase

Example:

Loyalty of the two brands will indicate the proportion of purchases devoted to

the two brands in a particular group, three brand loyalty, and so on.

C. Brand Preference

This method uses a psychological commitment or statement of preference.

Brand loyalty is considered to be considered a "positive attitude" towards a

particular product.

D. Brand Commitment

Brand commitment is defined as emotional participation in a brand within a

product category. (Beatty, Kahle, and Homer, 1988, quoted by Ali Hasan

(2008: 94)). When more than 50 percent of consumer purchases of a particular

brand for a period of time, then the consumer is said to be loyal to the brand.

2. Approach to attitude

This approach determines the brand loyalty based on consumer attitudes and

behavior.

A consumer is said to have brand loyalty if he delayed the purchase or look for

another brand, if the desired brand is not available at the place of purchase.

indicators:

a. (no loyalty)

If the attitudes and repeat purchase behavior of customers are equally weak,

then loyalty is not formed.

b. (spurious loyalty)

Weak attitude with a high repeat purchase patterns, this type of situation is

marked by the influence of non-attitudes toward behavioral factors, such as

12

subjective norms and situational factors.

Example: a strategic product placement on shelves, the location of outlets in

shopping centers, or discount factor.

c. (latent loyalty)

This situation occurs when a strong stance with a weak pattern of repeat

purchase.

Example: a person's positive attitude towards a particular restaurant, but he is

still looking for another restaurant to be a variation on account of price or

preference for a variety of foods.

d. (loyalty)

This situation is an ideal situation that most expected the marketers, where

consumers are positive about the product or the manufacturer with purchase of

repeated consistently.

In general, the number of stages that can be incorporated into a limited scale

loyalty. A discussion of the loyalty scale is more focused on the elements of stage

sampeled the following scale:

a. Cognitive Stage:

Consumers use a base of information that forces point to one brand over other

brands. For example, a supermarket are consistently offer lower prices than

existing competitors. This information is enough to force consumers to always

shop at the supermarket.

b. Affective stage

Attitude is a function of expectations in the initial period of purchase and is a

function of the previous attitude of satisfaction in the next period plus. The

emergence of affective loyalty is driven by factors of satisfaction. But not

ensure loyalty.

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c. Conative stage

An intention or commitment to do something towards a particular goal.

conative loyalty is a loyal condition that includes deep commitment to making

a purchase.

d. Actions stage

If loyalty is interpreted only on repeat purchase is not enough, because

customers who buy again not necessarily to have the attitude positf for goods

or services purchased. Purchase re-done not because of content but of

necessity or other factors. Therefore, to recognize loyal behavior that is seen

from this dimension of customer purchase history of a product within a certain

time on a regular basis.

According to Aaker (1996: 13), quoted by Ali Hasan in his book "Marketing"

(2000: 159) distinguishes five levels of consumer loyalty towards a brand from

the lowest to the highest, among others:

1. Consumers will replace the brand that has been used, usually for reasons

of price. There is no loyalty to the brand.

2. Consumers are satisfied. Consumers have no reason to switch to another

brand.

3. Consumers are satisfied and will cause the cost to switch to another

brand.

4. Consumers appreciate the brand and see it as a friend.

5. Consumers decide to remain loyal to the brand.

From the explanation above it can be concluded that brand loyalty is a positive

involvement of the customer relationship with a particular product brand. And to

know that consumers are loyal to a particular product can be done with two

approaches, namely the behavioral approach and attitude approach.

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2.4 Purchase One of the consumer behavior in the search for a product that is purchase. Once

the consumer takes an item and consumers seeking information about the product

you are looking for, then the consumer decides to purchase the needed products.

Consumers decide which alternative will be selected and possibly a replacement if

needed, then he will make a purchase.

Engel Blackwell and Miniard (1995), quoted by Ujang Sumarwan his book

entitled "Consumer Behavior" (2004: 310) reveal the purchase of products or

services that are performed by consumers can be classified into 3 types of

purchases:

1. Purchase a fully planned.

Consumers determine the choice of products and brands long before the

purchase is made.

2. Purchase a half-planned

Consumers already know wants to buy a product before entering the store /

supermarket, but he did not know what brand will be bought until he could

obtain complete information from the clerk or display in a store / supermarket.

3. Unplanned purchases

Consumers buy a product without premeditation. The desire to buy only

comes after they were in the store.

2.5 Impulse Buying Have you ever bought items that are not planned for when shopping?. Initially

wanted to buy the products A, but when you come home to find a shopping bag

filled with some of the product B. This is called impulse buying, which is an

unplanned purchase decision. The purchase occurred because the consumer is

stimulated by various factors. Impulse buying is also called consumtivisme. Both

15

are like a dark and humid room for the growth of mold, and mildew that is

impulse buying or buying appetite and keep buying.

According to John C. Mowen and Michael Minor (2002: 10), impulse buying is

the act of buying a previously not recognized consciously as a result of a

consideration, or purchase intention formed before entering the store. In plain

english, impulsive buying is an impulse that suddenly full of strength, to survive

and not planned to buy something directly without considering the consequences.

Impulsive purchases are very closely related to compulsive consumption is

defined as a response to uncontrolled impulse, the desire to acquire, use, or

experience a feeling, or activity that leads individuals to repeatedly engage in

behaviors that ultimately harm the individual or others.

Purchase by seeking diversity refers to the spontaneous tendency of consumers to

buy brand new products, although they continued to express their satisfaction with

the old brand. Consumers are doing it is because consumers are trying to reduce

their saturation of the old brand and try to buy new brands.

According to James E. Engel, Roger D. Blackwell and Paul W. Miniard (2006:

91), impulse buying occurs suddenly, often the desire is very strong and persistent

unexpectedly. Impulse buying is a pleasure that is difficult and is stimulated by

emotional conflict. And leads to reduced consequences.

There are several reasons consumers buy goods outside the plan. Consumers

might be affected by the ads that she saw earlier, the packaging is attractive, the

desire to try new stuff, cheap prices, layout, product completeness, persuasive

sales promotion girl (SPG), and sales promotion.

Impulse buying several characteristics, namely:

1. Spontaneity.

Unpredictable and motivating to instantly purchase, directly responding to

visual stimuli of goods, the goods-sold.

2. Strength and intensity of coercion.

Can motivate to take action immediately.

3. stimulus

The urge to buy all of a sudden is often accompanied by emotional character.

16

4. ignoring the consequences

Buying suddenly become very attractive and the consequences to be

overlooked.

Impulse buying by Private Basu (1995: 21) can be divided into:

a. Suggestion buying, the purchase without a plan and based on the advice of

others.

b. Reminder buying, the purchase of the first plan is not based on memory alone.

Consumer loyalty to brands is a top priority for the company, the company should

be able to maintain the level of consumer loyalty to the brand they created. There

are several factors that can maintain a level of consumer loyalty to brands, among

others, the quality of these products, either from taste, benefits, forms, colors, and

price.

Impulse buying is an attitude or behavior of consumers in making purchasing

decisions without a plan. The decision was made because of consumers by various

factors, such as ads in the media, the desire to try the product or brand new, it's a

good sales pitch from the discounts offered or because the persuasion of sales

promotion, or because the laying of strategic goods or products within the store.

To be able to find the fit between brand loyalty with impulse buying, then we

will analyze every statement that there would then tested the validity and

reliability. Then proceed with the descriptive analysis, correlation test, and test

hypotheses. For more details in a systematic framework can be depicted in

diagrammatic form, the relationship between brand loyalty with impulse buying at

PT Unilever, the product Sariwangi Tea.

17

Chapter 3

METHODOLOGY

3.1 Research Method In conducting the study, the type of research used is descriptive quantitative

research, where researchers try to define and identify a number of data obtained in

the field of the facts related to the problem that aims to give a clear picture of the

object of research.

According Sugiyono (2005: 83)"This study is a descriptive study conducted to

determine the value of independent variable, either one or more variables

(independent), without making comparisons or connect with other variables.”

Researchers used data types are data quantitative, quantitative research refers to

the systematic empirical investigation of social phenomena via statistical,

mathematical or computational techniques. The objective of quantitative research

is to develop and employ mathematical models, theories and/or hypotheses

pertaining to phenomena

.

3.2 Research Instrument Writer try to divine factor based on the theory mentioned above about Brand

loyalty and Impulse Buying. And use 50 Respondent from 80 Population in

Indomaret West Boulevard, Kelapa Gading, North Jakarta.

3.2.1 Dimensions and indicators of brand loyalty

Each factor of Brand Loyalty will be divide into several section to create

questions for questionnaire.

18

Table 3.1

Questionnaire Indicators for Brand Loyalty

3.2.2 Dimensions and indicators of Impulse buying

Variables Dimensions Indicators No

Brand Loyalty

(X)

1. Cognitive 2. Affective

− The brand has good quality − The brand has competitive

cost − The brand has a advantage − The brand give satisfaction − The Brand has the

involvement to customer − Consumers have a preference

for the brand − Consumers have the

consistency of the brand − Consumers have expectations

about the brand

1 2

3, 4 5 6 7 8 9

2. Conative 3. Action

− Consumers have a commitment to the brand is to make the purchase again

− Consumers have the

consistency of the brand in consuming

− Consumers have the hope that more of the brand

− Consumers have a

commitment to a brand − Consumers regularly purchase

action − Stable prices resulted

consumers regularly purchase

10

11

12

13

14

15

19

Each factor of Impulse Buying will be divide into several section to create

questions for questionnaire.

Table 3.2

Questionnaire Indicators for Impulse Buying

Variables Dimensions Indicators No

Impulse buying

(Y)

1. Spontaneity 2. Strength and

intensity of coercion

− The situation is not unexpected

− The motivation for immediate purchase

− Influenced by a visual form such products

− The motivation is influenced

by circumstances − Perform immediate actions

are influenced by circumstances

1 2 3 4 5

3. Stimulus 4. Ignore the

consequences

− Purchase of a sudden because

of the urge to have a good − Influenced by the state of

consumer psychology − Purchase suddenly become

very attractive − Measures purchases made

without forethought

6 7,8 9 10

20

3.3 Sampling Design Writer identify and choose sample from the population that give the best feedback

about Sariwangi Tea, and analize the data given with validity testing to know

wich not valid question must be remove.

3.3.1 Population

According to Kuncoro (2003:103) "Population is the complete element, which is

usually a person, object, transaction, or occurrence in which we are interested to

learn it or make the object of research.

Meanwhile, according to Sugiyono (2003:72) is the generalization of the

population consisting of objects or subjects that have certain qualities and

characteristics that set by the researchers to learn then drawn conclusions.

As for the population in this study are the customer who know and consuming

Sariwangi tea product that live in Kelapa Hibrida area, Kelapa Gading.

3.3.2 Sample

Sample is a subset of the population units (Kuncoro 2003:103). Samples taken

must be completely representative or representative of this research.

Researchers took 50 (fifty) neighbors around who knew and still consume

Sariwangi Tea, this is based on the opinion and Sofyan Singarimbun Masri

Effendi (1995:171), namely the number of samples must be greater than or equal

to 30.

In this study, the withdrawal is done using non-probability methods or non-

random, which is a way that is based that all elements of the population do not

necessarily have the same opportunities to be elected as members of the sample.

And among some way contained in this method is purposive sampling technique,

ie the sample is addressed only to consumers who know and never consume

Sariwangi Tea.

21

3.3.3 Data

To obtain such data can be done by collecting it in two ways, namely:

1. Primary Data

The data obtained by field survey using all the original data collection methods

(Kuncoro, 2003:127)

2. Secondary Data

Secondary data is primary data obtained further and presented either by primary

data collectors or others (Omar, 2003:130). Authors in getting secondary data by

studying books and literature related to research problems. Moreover, the authors

also do a direct citation of the theories that are the foundation in the writing of this

thesis, where the writing is directly done by reading books and literature related to

research problems.

3.4 Data Collection Techniques And Data Processing Techniques In this section writer try to explain the process of data gathered. All of the data

that collected from the questionnaires will be tested in validity and reliability

method.

3.4.1 Data Collection Techniques

The data obtained were collected in several ways, namely:

1. The research literature (Research library)

This study aimed to obtain data that is theoretical, which is done by collecting the

materials from which the authors follow the lecture notes during lectures. In

addition, also carried by reading books, literature-literature, and some results of

research conducted at this time as a basis for comparison in the discussion, this

course is limited to books that have anything to do with the problems discussed.

22

2. Questionnaire

In this study, techniques of data collection is done by using a questionnaire. The

questionnaire is a list of questions prepared in writing, addressed to the

respondent (Mudrajad Kuncoro, 2003:155). The questionnaire was conducted

with a check list on how to give answers that are considered most appropriate.

The writer to spread the questionnaire to 50 respondents directly. This meant that

the authors obtain accurate data.

3.4.2 Data Processing Techniques

Data processing technique used is to perform measurements of the independent

variables (independent) and the dependent variable (dependent). The meter used is

to use a Likert scale and is calculated by using SPSS. Likert scale used to measure

attitudes, opinions and perceptions of a person or group of people about the

phenomenal social (Sugiyono, 2002: 86). To fill the Likert scale (Sugiyono, 2002:

87) in the instrument of research has provided an alternative answer to the point

answer is worth 1 to 5 alternatives tailored to the selected answer for each

question. The five ratings were given powder as follows:

Tabel 3.3 Likert Scale

Point Appraisal 5 Strongly agree (SS)

4 Agree (S)

3 Fair (R)

2 Disagree (TS)

1 Strongly disagree(STS) (Sugiyono, 2002: 88)

23

The main data collection techniques in the study was conducted by distributing

questionnaires to a population that is considered representative. The questionnaire

used is to be closed, the respondent may have only one answer. Provided for each

question in the questionnaire obtained and then made the analysis in order to be a

picture that helps in problem solving. Measuring instrument used was a Likert

scale, which further scale is used to obtain information from respondents on the

variables studied.

The results of questionnaires that have been collected directly into SPSS version

16.0 for windows. The whole question and the answers tested beforehand to

determine the level of validity and its reliability.

a. Validity Test

Test validity is the extent to which a measuring device that can measure what you

want done (Omar, 2003: 179). Valid means that the research could be used to

measure what should be measured (Sugiyono, 2003: 109). This test shows the

level of functioning ability of the measuring device in order to deliver what the

principal regulator of the target. Gauges at the validity of this study using the

product moment correlation technique.

According Singgih (2002: 277) the validity of the data can be inferred based on

the decision:

1. If a positive result, and the results r> r table, then the data is valid.

2. If r is a positive result, and the results r <r table, then the data is invalid.

The trial is using the 20 cases, then df = 15-2 = 13, with a significance level of 5%

is obtained for r tables 0.2992.

24

The results of statistical data analysis using SPSS version 16.0 for windows. The

validity of computational results can be seen in the table below:

Table 3.4

Test Result Validity of Brand Loyalty Questionnaire Variables

Questions item r RESULT r TABEL RESULT

1 0.304 0.2992 VALID

2 0.681 0.2992 VALID

3 0.633 0.2992 VALID

4 0.588 0.2992 VALID

5 0.887 0.2992 VALID

6 -0.539 0.2992 NOT VALID

7 0.945 0.2992 VALID

8 0.888 0.2992 VALID

9 0.762 0.2992 VALID

10 0.868 0.2992 VALID

11 0.894 0.2992 VALID

12 0.524 0.2992 VALID

13 0.591 0.2992 VALID

14 0.051 0.2992 NOT VALID

15 0.362 0.2992 VALID

Based on table 3.2 above, can be seen that the variable packaging question on the

questionnaire, 13 the question is valid because the total correlation obtained for

each question item is greater than r table is 0.2992. while the second question

stated is invalid because the total correlation obtained is smaller than r table is

0.2992.

25

Table 3.5

Test Results Questionnaire Variable Impulse Buying

Based on table 3.3 above, can be seen that out of 10 questions on the

questionnaire variables Impulse Buying, all declared valid because the total

correlation acquired for each question is greater than r table is 0.2992.

b. Reliability test

Reliability test is a measurement and analysis of data on whether the

appropriateness of the data is used in a study. While a questionnaire, said reliable

if someone answers to questions are consistent or in other words stable over time.

In this study, calculations performed with the statistical reliability Cronbach

Alpha. If the value of Cronbach Alpha measure what is to be measured. To

interpret reliability correlation coefficient is determined using the following

criteria:

a. Between 0.800 to 1.000 = Very High

b. Between 0.600 to 0.800 = High

c. Between 0.400 to 0.600 = High Enough

d. Between 0.200 to 0.400 = Low

e. Between 0.000 to 0.200 = Very Low

(Source: Sugiyono, 2003: 183)

Questions item r RESULT r TABEL RESULT 1 0.628 0.2992 VALID 2 0.773 0.2992 VALID 3 0.328 0.2992 VALID 4 0.550 0.2992 VALID 5 0.574 0.2992 VALID 6 0.493 0.2992 VALID 7 0.408 0.2992 VALID 8 0.644 0.2992 VALID 9 0.699 0.2992 VALID

10 0.834 0.2992 VALID

26

Based on the calculation of statistical data processed SPSS 16.0 for windows that

look at the attachment reliability of the results obtained for each variable as

follows:

1. The variable X

Price coefficients for the variables of brand loyalty is very high coefficient of

0.867 included.

2. Variable Y

Price coefficients for the variables of impulse buying is a very high coefficient of

0.858 included.

3.4.3 Data Analysis Techniques

Based on the nature of this study, which describes a descriptive and hypothesis

testing, which has processed the data presented in tabular form and further

analyzed using statistical infernsial. Statistical data analysis performed with SPSS

version 16.0 for windows.

In accordance with the purpose of this study, the analysis method used in this

study are:

a. Descriptive analysis

Knowing the results of questionnaires of brand loyalty variables and variable

impulse buying into the form of a table is determined based on research criteria

which can be calculated through the highest and lowest values. (Hussein Omar,

2000: 171).

27

Total Score from each question will be assessed in measurement criteria. After a

known distance, then the grouping can be made with the weight and measure the

value of classification intervals with the formula:

Highest Score – Lowest Score Interval =

Total

Figure 3.1 Interval

Highest Score, 50 x 5 = 250

Lowest Score, 50 x 1 = 50

Interval = 250-50/5 = 40

Based on the cumulative total is obtained, then the results of the study respondents

can be grouped as follows:

Table 3.6

Measurement criteria

Interval Class Point 211-250 Very Good 171-210 Good 131-170 Quite Good 91-130 Bad 50-90 Extremely Bad

(resourches: Husein Umar 2000: 171)

28

b. Analysis of the Correlation Coefficient

The coefficient of correlation in the index or number that is used to measure the

degree of relationship, including power relations and forms of the relationship

(Iqbal Hasan, 2002: 99). The correlation coefficient is a coefficient which states

whether or not a strong relationship between X and Y are denoted by r. To

measure the relationship between two ordinal variables, then the most appropriate

way is by using the Spearman Rank (Kuncoro, 2003: 201).

Symbol of the magnitude of correlation is called the correlation coefficient r. To

calculate the correlation coefficient r then used Spearman correlations with the

following formula:

Figure 3.2 Correlation Coefficient Spearmen

r = Correlation Coefficient spearmen

n = Number of Rank

d = The difference between the two distributions ranking

Correlation coefficient values ranged from -1 to +1. The larger the value of the

correlation coefficient will be the stronger relationship between the variables X

and Y, and also conversely the smaller the value of the coefficient of correlation is

weaker is the relationship between variables X and Y.

6 Σ d2

r = 1 - n (n2 – 1)

29

3.5 Hypothesis testing To find significant or not significant relationships between variables it is

necessary to test hypotheses as follows (Hasan, 2002: 123):

H0: There is no relationship between brand loyalty with impulse buying.

Ha: There is a relationship between brand loyalty with impulse buying.

If statistics count Z <Z table then H0 is accepted (Ha) was rejected.

If statistics count Z> Z table H0 is rejected (Ha) accepted.

To perform hypothesis testing then used the formula Z as follows:

Figure 3.3 Z Formula

Z count: Testing the correlation coefficient for large samples (n> 30)

n: Number of samples

r: The level of correlation

Decision to perform hypothesis testing is done by comparing the count statistic (Z

count) with statistical tables (Z tables), if:

Compute Z <Z table = Ho and Ha accepted rejected.

Z count> Z table = Ho is rejected and Ha accepted.

Z test performed with the following hypothesis:

Ho: There is no significant relationship between brand loyalty with impulse

buying..

Ha: There is a significant relationship between brand loyalty with impulse buying.

3.6 Limitations Due to limited space and limited time, writer take 50 respondents. Writer face

constraints which hard to have the permissions to give the questionnaire to

customer who buy Sariwangi Tea at Indomaret, Kelapa Gading.

Z count = r . √ n – 1

30

Chapter 4

ANALYSIS OF DATA AND INTERPRETATION OF

RESULTS

4.1 Quantitative Analysis This thesis uses a qualitative method of collecting data from questionnaires and

analyzed by spss for windows. In the discussion in this category, there are some

picture of the respondents who filled out questionnaires through the profile of

respondents. Profile description is as follows:

Table 4.1

Distribution respondent by gender Gender Frequency Percentage

Man 28 56%

Woman 22 44%

Total 50 100%

From table 4.1 above shows that the number of respondents male sex as many as

28 people or equal to 56%. While female respondents 22 people or equal to 44%.

This shows the male respondents more than female respondents.

Table 4.2

Distribution of Respondents by Age

Age Number Percentage

20-30 10 20%

>30 40 80%

Total 50 100%

In table 4.2 shows that respondents aged between 20-30 years, 10 people with

percentages 20%, while respondents aged over 30 years as many as 40 people

with the percentage of 80%.

31

4.1.1 Qualitative Analysis Of Brand Loyalty

The following are results from 50 respondents to the questionnaire regarding the

determination of the packaging.

Description: SS (Strongly Agree), S (Agree), R (Fair), TS (Disagree), STS

(Strongly Disagree).

Table 4.3

Do you think Sariwangi have good Quality. Response number Frequency Percentage Point Category

SS 5 6 12% 30

S 4 27 54% 108

R 3 13 26% 39

TS 2 2 4% 4

STS 1 2 4% 2

Total 50 100% 183 Good

From Table 4.3 shows that six respondents or 12% said strongly agree, 27

respondents or 54% agreed, and 13 respondents or 26% expressed fair, 2 or 4% of

respondents disagreed that states and 2 or 4% of respondents stated strongly

disagree . From the above results can be seen that Sariwangi tea has good quality

into either category.

32

Table 4.4

Sariwangi have competitive price with other Brands Response Number Frequency Percentage Point Category

SS 5 4 8% 20

S 4 21 42% 84

R 3 24 48% 72

TS 2 0 0 0

STS 1 1 2% 1

Total 50 100% 177 Good

From table 4.4 shows that 4 or 8% of respondents stated strongly agreed, 21

respondents or 42% agreed, 24 or 48% of respondents expressed fair, and only 1

or 2% of respondents stated strongly disagree. From the above results can be seen

that Sariwangi tea has competitive prices with other brands in its class included in

category good.

Table 4.5

Do you think Sariwangi have good benefits

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 28 56% 112 R 3 22 44% 66

TS 2 0 0 0 STS 1 0 0 0 Total 50 100% 178 Good

From Table 4.5 shows that 28 respondents or 56% agree and 22 respondents or

46% said fair. From the above results indicate that Sariwangi tea has good

benefits included in either category.

33

Table 4.6

Do you think Sariwangi have more benefits from other brand

Response Number Frequency Percentage Point Category SS 5 2 4% 10 S 4 14 28% 56 R 3 31 62% 93

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 164 Quite Good

From Table 4.6 shows that 2 or 4% of respondents stated strongly agreed, 14

respondents or 28% agree, 31 respondents or 68% said fair, 2 or 4% of

respondents claimed not agree, and only 1 or 2% of respondents stating strongly

disagree. From the above results indicate that Sariwangi have more benefits than

other brands included in the category of class is quite good.

Table 4.7

Do you think Sariwangi gives satisfaction

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 29 58% 116 R 3 13 26% 39

TS 2 8 16% 16 STS 1 0 0 0 Total 50 100% 171 Good

From Table 4.7 shows that 29 respondents or 58% agree, 13 respondents or 26%

expressed fair, and 8 respondents or 16% disagree. This indicates that Sariwangi

gave the satisfaction included into either category.

34

Table 4.8

Do You like Sariwangi Tea

Response Number Frequency Percentage Point Category SS 5 3 6% 15 S 4 29 58% 116 R 3 15 30% 45

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 181 Good

From Table 4.8 that 3 or 6% of respondents stated strongly agreed, 29 respondents

or 58% agreed, 15 or 30% of respondents fair, 2 respondents $ 4 states did not

agree, and only 1 or 2% of respondents who stated strongly disagree. This

indicates that the statement whether you liked Sariwangi included in either

category.

Table 4.9

Do you will purchase Sariwangi again

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 34 68% 136 R 3 13 26% 39

TS 2 0 0 0 STS 1 3 6% 3 Total 50 100% 178 Good

From Table 4.9 looks 34 or 68% of respondents agreed, 13 respondents or 26%

expressed fair, and 3 or 6% of respondents stated strongly disagree. From the

above results indicate that making a purchase Sariwangi again included in either

category.

35

Table 4.10

Is Sariwangi fit your expectation

Response Number Frequency Percentage Point Category SS 5 3 6% 15 S 4 21 42% 84 R 3 24 48% 72

TS 2 1 2% 2 STS 1 1 2% 1 Total 50 100% 174 Good

From the table 4:10 that 3 or 6% of respondents stated strongly agreed, 21

respondents or 42% agreed, 24 or 48% of respondents expressed fair, 1 or 2% of

respondents claimed not agree, and 1 or 2% of respondents stated strongly

disagree . It is stated that in line with expectations Sariwangi you get into either

category.

Table 4.11

Are you will buy Sariwangi more than one times

Response Number Frequency Percentage Point Category SS 5 10 20% 50 S 4 7 14% 28 R 3 31 62% 93

TS 2 1 2% 2 STS 1 1 2% 1 Total 50 100% 174 Good

From the table 4.11 shows that 10 respondents or 20% said strongly agree, 7 or

14% of respondents agreed, 31 respondents or 62% said fair, 1 or 2% of

respondents claimed not agree, and 1 or 2% of respondents stated strongly agree.

The results stated above Sariwangi product purchase more than one entry into

either category.

36

Table 4.12

Do you always buy Sariwangi

Response Number Frequency Percentage Point Category SS 5 5 10% 25 S 4 21 42% 84 R 3 21 42% 63

TS 2 3 6% 6 STS 1 0 0 0 Total 50 100% 178 Good

From the table 4.12 shows that 5 or 10% of respondents stated strongly agreed, 21

respondents or 42% agreed, and 21 respondents or 42% expressed fair, and 3 or

6% of respondents who disagree. From the above results can be known that you

always buy the product Sariwangi into either category.

Table 4.13

You buy Sariwangi about the healthy

Response Number Frequency Percentage Point Category SS 5 5 10% 25 S 4 6 12% 24 R 3 32 64% 96

TS 2 2 4% 4 STS 1 5 10% 5 Total 50 100% 154 Quite Good

From the table shows that 5 or 10% of respondents stated strongly agree, 6 or 12%

of respondents agreed, and 32 respondents or 64% expressed fair, 2 or 4% of

respondents stating disagree, 5 respondents or 10% said strongly disagree . From

the above results can be known Sariwangi to health in the category of pretty good.

37

Table 4.14

When you have the necessity of a tea beverage product, you will only buy

Sariwangi Response Number Frequency Percentage Point Category

SS 5 0 0% 0 S 4 24 48% 96 R 3 14 28% 42

TS 2 7 14% 14 STS 1 5 10% 5 Total 50 100% 157 Quite Good

From the table shows that 24 respondents or 48% agree, then 14 or 28% of

respondents expressed fair, 7 or 14% of respondents stating disagree, 5

respondents or 10% said strongly disagree. From the above results can be known

when the consumer has a need for a tea, consumers will only buy Sariwangi in the

category of pretty good.

Table 4.15

If the price of Sariwangi unstable, you will buy another brand

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 15 30% 60 R 3 24 48% 72

TS 2 10 20% 20 STS 1 1 2% 1 Total 50 100% 153 Quite Good

From the table shows that 15 respondents or 30% agree, then 24 or 48% of

respondents expressed fair, 10 respondents or 20% said do not agree, and only 1

or 2% of respondents who stated strongly disagree. From the above results can be

known if the price is not stable Sariwangi consumers will buy other tea products

which fall into this category quite Good.

38

4.1.2 Qualitative Analysis Of Impulse Buying

Table 4.16

In the case of unexpected situation, do You will buy Sariwangi

Response Number Frequency Percentage Point Category SS 5 5 10% 25 S 4 11 22% 44 R 3 16 32% 48

TS 2 12 24% 24 STS 1 6 12% 6 Total 50 100% 147 Quite Good

From table 4.16 5 respondents or 10% said strongly agree, 11 respondents or 22%

agree, 16 respondents or 32% fair, 12 respondents or 24% disagreed, and 6

response expressed strongly disagree. This can be seen that the purchase of

products Sariwangi in unforeseen circumstances in the category of pretty good.

Table 4.17

If your tea out of stock, you will buy Sariwangi

Response Number Frequency Percentage Point Category SS 5 2 4% 10 S 4 23 46% 92 R 3 15 30% 45

TS 2 10 20% 20 STS 1 0 0 0 Total 50 100% 167 Quite Good

Based on the table 4.17, 2 or 4% of respondents stated strongly agreed, 23

reponsden or 46% agree, 15 respondents or 30% said fair, and 10 respondents or

20% disagree. This suggests that consumers purchase Sariwangi while supplies

run out pretty well in the category.

39

Table 4.18

Visual forms of Sariwangi make you interested to buy

According to the table shows that 9 respondents or 18% said strongly agree, 8 or

16% of respondents agreed, 19 respondents or 38% fair, and 14 respondents or

28% disagree. This suggests that the visual form of Sariwangi make consumers

interested in buying in the category of pretty good.

Table 4.19

If the Store Only Sells Sariwangi, you will buy that product

Based on the table 4.19 looks 14 or 28% of respondents stated strongly agreed, 22

respondents or 44% agree, 13 respondents expressed fair, and 1 or 2% of

respondents strongly disagreed saying. This showed that the targeted consumers

shop only sells tea Sariwangi show into either good category.

Response Number Frequency Percentage Point Category SS 5 9 18% 45 S 4 8 16% 32 R 3 19 38% 57

TS 2 14 28% 28 STS 1 0 0 0 Total 50 100% 162 Quite Good

Response Number Frequency Percentage Point Category SS 5 14 28% 70 S 4 22 44% 88 R 3 13 26% 39

TS 2 0 0 0 STS 1 1 2% 1 Total 50 100% 198 Good

40

Table 4.20 You buy Sariwangi because of the promotion

Response Number Frequency Percentage Point Category

SS 5 8 16% 40 S 4 27 54% 108 R 3 11 22% 33

TS 2 2 4% 4 STS 1 2 4% 2 Total 50 100% 187 Good

According to the table shows that 8 or 16% of respondents stated strongly agreed,

27 respondents or 54% agree, 11 respondents or 22% fair, 2 or 4% of respondents

claimed not agree, and 2 or 4% of respondents stated strongly agree. This

indicates that the purchase due to the promotional offer Sariwangi into either good

category.

Table 4.21 When you need a tea product In a sudden, then you'll choose Sariwangi

Response Number Frequency Percentage Point Category

SS 5 0 0 0 S 4 27 54% 108 R 3 14 28% 42

TS 2 9 18% 18 STS 1 0 0 0 Total 50 100% 168 Quite Good

Based on the table 4.21 looks 27 or 54% of respondents agreed, 14 or 28% of

respondents expressed fair, and 9 respondents or 18% disagree. This suggests that

while the need toothpaste suddenly, then the consumer will buy Sariwangi

included in the category quite good.

41

Table 4.22 You choose Sariwangi because of interest with prize offered

Response Number Frequency Percentage Point Category

SS 5 10 20% 50 S 4 18 36% 72 R 3 19 38% 57

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 184 Good

From the table shows that 10 respondents or 20% said strongly agree, 18

respondents or 36% agreed, 19 or 38% of respondents expressed fair, 2 or 4% of

respondents claimed not agree, and only 1 or 2% of respondents stating strongly

disagree. This indicates that the purchase Sariwangi because tempted by the

lottery or prize offered in the category of good.

Table 4.23

When you want to buy tea product, you will buy Sariwangi

Based on the table 4.23 looks 24 or 48% of respondents agreed, 25 or 50% of

respondents expressed fair, and the remaining 1 or 2% of respondents disagree.

This suggests that while consumers want to buy tea products, consumers will buy

Sariwangi included in either good category.

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 24 48% 96 R 3 25 50% 75

TS 2 1 2% 2 STS 1 Total 50 100% 173 Good

42

Table 4:24 Buying Sariwangi suddenly, making something very interesting for you

From the table above shows that 11 respondents or 22% agree, 8 or 16% of

respondents expressed fair, 24 respondents or 48% stated not agree, checkers 7

respondents or 14% said strongly disagree. This suggests that when consumers

purchase tea Sariwangi require entry into the category of tea is not good.

Table 4:25

See Sariwangi products in the store, you will buy without previously thought

Response Number Frequency Percentage Point Category SS 5 4 8% 20 S 4 19 38% 76 R 3 18 36% 54

TS 2 9 18% 18 STS 1 0 0 0 Total 50 100% 168 Quite Good

Based on the table 4:25 seen that 4 or 8% of respondents stated strongly agreed,

19 respondents or 38% agreed, 18 or 36% of respondents expressed fair, and 9

respondents or 18% disagree. This indicates that the purchase Sariwangi without

any forethought into the category of pretty good.

Response Number Frequency Percentage Point Category SS 5 0 0 0 S 4 11 22% 44 R 3 8 16% 24

TS 2 24 48% 48 STS 1 7 14% 7 Total 50 100% 123 Not Good

43

Here is the recapitulation or summary of the responses to the dimensions and

indicators of brand loyalty and impulse buying of Sariwangi at PT Unilever

Limited.

Table 4:26

Table Summary of Responses of Sariwangi Brand Loyalty Variables

Based on the results of consumer research 50 respondents Sariwangi products can

be seen that the brand loyalty variable has a mean of 170.92, the value is included

in Good category.

Variable Dimention Indicator Point Category

Brand Loyalty

(X)

1.Cognitive

The brand has good quality 183 Good The brand has competitive cost 177 Good The brand has a advantage 178 Good The brand has a advantage 164 Quite Good

2.Affective

The brand give satisfaction 171 Good The Brand has the involvement to customer 181 Good Consumers have the consistency of the brand 178 Good Consumers have expectations about the brand 174 Good

3.Conative

Consumers have a commitment to the brand is to make the purchase again 174 Good

Consumers have the consistency of the brand in consuming

178 Good

Consumers have the hope that more of the brand 154 Quite Good

4. Action Consumers have a commitment to a brand 157 Quite Good Stable prices resulted consumers regularly purchase 153 Quite Good

AVERAGE

2222/13 = 170,92

Good

44

Table 4:27

Table Summary of Responses For Variable Value Impulse Buying on Sariwangi tea

Variable Dimention Indicator Point Category

Impulse Buying (Y)

1.Spontaneity

The situation is not unexpected 147 Quite Good

The motivation for immediate purchase 167 Quite Good

Influenced by a visual form such products 162 Quite Good

2.Strength

and intensity of coersion

The motivation is influenced by circumstances 198 Good Perform immediate actions are influenced by 187 Good

3. Stimulus

Purchase of a sudden because of the urge to have a good 168 Quite

Good Influenced by the state of consumer psychology 184 Good Influenced by the state of consumer psychology 173 Good

4. Ignore the consequences

Purchase suddenly become very attractive 123 Not Good

Measures purchases made without forethought 168 Quite Good

AVERAGE 1677/10 = 167.7

Quite Good

Based on the results of consumer research 50 respondents Sariwangi products can

be seen that the variable impulse buying has an average of 167.7, the value is

included in the category quite good.

4.1.3 Correlation Coefficient

To specify a quantity expressed strong or weak relationship between the variables

of brand loyalty with variable impulse buying on the product Sariwangi,

performed the calculation using the product moment correlation coefficient

Spearman's product moment's that spearman correlation with processed with the

program SPSS 16.0 for windows as follows:

45

Correlations

Brand

Loyalty Impulse Buying

Spearman's rho Brand Loyalty Correlation Coefficient 1.000 .520** Sig. (2-tailed) . .000 N 50 50 Impulse Buying Correlation Coefficient .520** 1.000 Sig. (2-tailed) .000 . N 50 50 ** Correlation is significant at the 0.01 level (2-tailed). Figure 4.1 Correlation Coefficient Results

From the calculation of the correlation of test results obtained r count = 0520 then

there is a significant relationship between brand loyalty with impulse buying.

Therefore it can be said to be the relationship between brand loyalty by impulse

buying have a fairly high correlation and positive.

4.2 Tests of Hypotheses Decision rule requires the search for the critical value for the z statistic from the

normal table. Because the test performed two-way then the probability o.05 on

two sides by 0025. The area between zero and the critical value in the table Z is

0.5000-0.025 or 0475, so the critical value of z is 1.96. Decision rule is do not

reject H0 if the z statistic value between -1.96 and +1.96 or reject H0 when

outside that interval.

46

Hypothesis rejected Hypothesis rejected

Hypothesis accepted

Z -1,96 0 1,96 Figure 4.2 Hypothesis

To further investigate the truth of the results of analysis have been

described can be performed hypothesis testing with z test (because the sample

used more than 30) as follows:

Z count = r . √n-1

= 0,520 x √50-1

= 0,520 x 7 = 3.64

Have been obtained by calculating z 3.64. Since the calculated z value lies in the

rejection region, then H0 is rejected otherwise. Means at the 0.05 level, there is a

positive relationship between brand loyalty with impulse buying.

47

Chapter 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusion Based on the description, discussion, and analysis has been carried out by research

in the four previous chapters, the authors then take a few conclusions are as

follows:

1. Factors of Brand Loyalty can be seen from its level which is:

a. Consumer want to find the product.

b. Consumer feel satisfied about the product.

c. Consumer buy the product more than one time.

d. Consumer are not likely replace the product.

2. Impulse buying can be seen on the product Sariwangi of consumer

characteristics such as spontaneity, the power of coercion or emotion, stimulation

consumers in realizing the desire of a good. Judging from the results of the overall

research on impulse buying variable Sariwangi products into the grading scale

average 167.7 which is quite good.

3.When viewed from the testing of hypotheses, it can be concluded that the Z

count is greater than Z tables, so the criteria used by Ho is rejected, which means

the positive correlation of brand loyalty with impulse buying.

48

5.2 Recommendation Based on the analysis and interpretation of data that has been done before, and the

conclusions which have been formulated, then the suggestions can be put forward

are as follows:

1. Results showed that consumers are less likely to do impulse buying if

consumers are already loyal to a brand, although many new products in the

market, consumers still choose brands they trust. PT Unilever Limited as the main

producer for Sariwangi should continue to make new innovations, given the

competition in this industry are very tight with the emergence of new arrivals.

2. Regarding consumer impulse buying behavior, was considered quite good. PT

Unilever should pay more attention to the attitudes of consumers and create better

strategies so that when consumers in any condition they are still buying or

choosing Sariwangi as a tea beverage products. Particularly on the factors of

motivation and action are affected by circumstances, influenced by the stimulation

of consumer psychology to be more noticed.

3. To avoid impulse buying, the consumer should plan or list what things they

really need. So customer will not buy something emotionally that sometimes they

feel regret to buy the thing that not necessary.

49

LIST OF REFFERENCES Cooper, Donald R, dan C. William Emory. 1997. Metode Penelitian Bisnis, Edisi

kelima, Erlangga. Jakarta.

Engel, James E., Roger D.Blackwell, and Paul W. Miniard. 2006. Consumer

Behavior, Tenth Edition. USA, Thomson South Western.

Hasan, Ali. 2008. Marketing. Media Pressindo, Jakarta

Hasan, M. Iqbal. 2002. Metodologi Penelitian dan Aplikasinya. Ghalia Indonesia,

Jakarta

Kotler, Philip. 2000. Marketing Management, the Millenium Edition. Prentice

Hall International Inc, New Jarsey.

Kuncoro, Mudrajat. 2003. Metode Riset untuk bisnis dan Ekonomi. Erlangga,

Jakarta.

Lamb, Charles W., Joseph F.Hair, dan Carl McDaniel. 2001. Pemasaran, Jilid 1.

Salemba Empat, Jakarta.

Mowen, John C, dan Michael Minor. 2002. Perilaku Konsumen, Jilid 2, Edisi

kelima. Erlangga, Jakarta.

Peter, J. Paul, dan Jerry C. Olson. 1999. Consumer Behavior and Marketing

Strategy, Jilid 2, Edisi keempat. Erlangga, Jakarta.

Santoso, Singgih. 2000. Buku Latihan SPSS Statistik Parametrik. Jakarta. PT.

Gramedia.

Santoso, Singgih. 2001. Buku Latihan SPSS Statistik non Parametrik. Jakarta. PT.

Gramedia.

Sugiyono. 2003, Metode Penelitian Bisnis, Alfabeta, Bandung

Sumarwan, Ujang. 2002. Perilaku Konsumen, Cetakan Kedua. Ghalia Indonesia,

Bogor Selatan.

50

Triana, Lilik, dan Ghina Noeraini.2006. “Hubungan Kesetiaan Merek dengan

Impulse Buying (Studi Kasus Pada Mahasiswi STEI Pengguna Shampoo

Sunsilk)”. Dalam Jurnal Ekonomi STEI, Hlm.204-214. STEI Jakarta.

http://www.unilever.co.id/id/brands/foodbrands/Sariwangi/

51

APPENDIX

Questionnaire Covering Letter

Kepada Yth,

Konsumen The Sariwangi

Di tempat

Dengan Hormat,

Saya Yoshua Wira Atmaja, ID 011200800065, mahasiswa President University

major International Business, ingin melakukan observasi tentang Hubungan

Kesetiaan Merk Dengan Impulse Buying pada pengguna teh Sariwangi. Oleh

karena itu saya mohon kesediaan Bapak/Ibu/Saudara/I berkenan mendukung

observasi tersebut dengan mengisi kuesioner yang telah saya buat dibawah ini.

Atas partisipasi dan kerjasama dari Bapak/Ibu/Saudara/I saya ucapkan banyak

terima kasih.

Hormat saya

Yoshua Wira Atmaja

52

DATA PRIBADI Beritanda “X” untuk pilihan jawaban pada kolom yang tersedia

1. Nama Responden :

2. Alamat :

3. Jenis Kelamin :

( ) Pria ( ) Wanita

4. Usia anda :

( ) <20 ( ) 20-30 ( ) >30

BAGIAN II : KUSIONER Beri tanda “X” pada kolom yang tersedia

Keterangan :

SS : Sangat Setuju

S : Setuju

R : Ragu

TS : Tidak Setuju

STS : Sangat Tidak Setuju

53

Questionnaire

Brand Loyalty

Questions SS S R TS STS

1 You think Sariwangi have good quality

2 Sariwangi have competitive price with other Brands

3 Do you think Sariwangi have good benefits

4 Do you think Sariwangi have more benefits from other brand

5 Do you think Sariwangi gives satisfaction

6 Do you want to try another product besides Sariwangi

7 Do you like Sariwangi Tea

8 Do you will purchase Sariwangi again

9 Is Sariwangi fit your expectation

10 Are you will buy Sariwangi more than one times

11 Do You Always Buy Sariwangi

12 You buy Sariwangi about the healthy

13 When you have the necessity of a tea beverage product, you will only buy Sariwangi

14 You will buy Sariwangi regularly in certain period

15 If the price of Sariwangi unstable, you will buy another brand

54

Questionnaire

Impulse Buying

Statement SS S R TS STS

1 In the case of unexpected situation, do You will buy Sariwangi

2 If your tea out of stock, you will buy Sariwangi

3 Visual forms of Sariwangi make you interested to buy

4 If the Store Only Sells Sariwangi, you will buy that product

5 You buy Sariwangi because of the promotion

6 When you need a tea product In a sudden, then you'll choose Sariwangi

7 You choose Sariwangi because of interest with prize offered

8 When you want to buy tea product, you will buy Sariwangi

9 Buying Sariwangi suddenly, making something very interesting for you

10 See Sariwangi products in the store, you will buy without previously thought

55

Variable X 50

Brand Loyalty Questionnaire list No. X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 TOTAL

1 4 4 4 3 4 4 4 4 5 4 3 4 4 51

2 4 4 4 3 4 4 4 3 3 4 3 4 3 47

3 4 3 3 2 3 1 1 3 4 2 2 2 3 33

4 3 4 3 3 2 3 4 3 3 3 3 2 4 40

5 4 3 3 4 3 3 3 4 3 3 1 1 3 38

6 4 3 4 4 4 4 4 4 3 3 3 3 2 45

7 5 3 4 4 3 3 3 4 3 3 4 4 4 47

8 4 3 4 4 4 4 4 4 3 3 3 3 2 45

9 3 5 3 3 2 3 3 4 4 3 4 3 4 44

10 5 4 4 3 4 4 4 4 5 5 5 4 4 55

11 4 4 4 3 4 4 4 3 3 4 3 4 3 47

12 4 3 3 4 3 3 3 4 3 3 1 1 3 38

13 4 4 4 3 4 4 4 3 3 4 2 3 3 45

14 4 4 4 3 4 4 4 3 3 4 3 4 3 47

15 3 4 3 3 2 3 4 3 3 3 3 2 4 40

16 2 3 4 3 4 4 4 4 5 5 5 4 4 51

17 4 3 3 4 3 3 3 4 3 3 1 1 3 38

18 5 5 4 5 4 5 4 5 5 4 3 4 2 55

19 3 3 3 3 3 4 3 3 4 4 4 4 3 44

20 4 4 3 4 4 5 4 5 5 4 3 4 2 51

21 4 3 4 4 4 4 4 4 3 3 3 3 2 45

22 3 4 3 3 2 3 4 3 3 3 3 2 4 40

23 1 1 3 2 2 2 1 2 2 2 3 3 3 27

24 3 3 3 3 3 4 3 3 4 4 4 4 3 44

25 4 4 4 3 4 4 4 3 3 4 3 4 3 47

26 3 4 3 3 2 3 4 3 3 3 3 2 4 40

27 4 3 4 4 4 4 4 4 3 3 3 3 2 45

28 4 4 4 3 4 4 4 3 3 4 3 4 3 47

29 5 5 4 5 4 5 4 5 5 4 3 4 2 55

56

30 5 5 4 3 3 4 4 3 3 3 4 3 3 47

31 4 4 3 3 4 4 4 4 5 4 3 4 4 50

32 3 3 4 4 4 3 3 3 3 4 3 4 4 45

33 4 4 4 3 4 4 4 3 3 4 3 4 3 47

34 3 3 4 3 4 4 4 4 5 5 5 3 3 50

35 4 4 4 3 4 4 4 3 3 4 3 4 3 47

36 5 3 3 4 3 3 3 4 3 3 1 1 3 39

37 2 3 4 3 4 4 4 4 5 5 5 4 4 51

38 3 4 3 3 2 3 4 3 3 3 3 2 4 40

39 1 3 3 3 3 2 1 1 1 2 3 3 1 27

40 4 4 4 3 4 4 4 3 3 4 3 4 3 47

41 4 3 3 1 3 3 3 3 4 3 3 3 4 40

42 4 4 4 3 4 4 4 3 3 4 3 4 3 47

43 3 4 3 3 2 3 4 3 3 3 3 2 4 40

44 4 3 3 4 3 3 3 4 3 3 1 1 3 38

45 4 4 4 3 4 4 4 3 3 4 3 4 3 47

46 3 3 3 3 3 4 3 3 4 4 4 4 3 44

47 4 3 3 3 4 4 3 4 4 4 3 4 2 45

48 4 3 4 4 4 4 4 4 3 3 3 3 2 45

49 3 3 4 3 4 4 4 4 5 5 5 3 3 50

50 4 3 4 4 4 4 4 4 3 3 3 3 2 45

Total 183 177 178 164 171 181 178 174 174 178 154 157 153 2222

57

Response Number Frequency Percentage Point Category 1

SS 5 6 12% 30 S 4 27 54% 108 R 3 13 26% 39

TS 2 2 4% 4 STS 1 2 4% 2 Total 50 100% 183 Good

Response Number Frequency Percentage Point Category 2

SS 5 4 8% 20 S 4 21 42% 84 R 3 24 48% 72

TS 2 - STS 1 1 2% 1 Total 50 100% 177 Good

Response Number Frequency Percentage Point Category 3

SS 5 - 0 S 4 28 56% 112 R 3 22 44% 66

TS 2 - STS 1 - Total 50 100% 178 Good

Response Number Frequency Percentage Point Category 4

SS 5 2 4% 10 S 4 14 28% 56 R 3 31 62% 93

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 164 Quite Good

Response Number Frequency Percentage Point Category 5

SS 5 0% 0 S 4 29 58% 116 R 3 13 26% 39

TS 2 8 16% 16 STS 1 0% 0 Total 50 100% 171 Good

58

Response Number Frequency Percentage Point Category 6 SS 5 3 6% 15 S 4 29 58% 116 R 3 15 30% 45

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 181 Good

Response Number Frequency Percentage Point Category 7

SS 5 0% 0 S 4 34 68% 136 R 3 13 26% 39

TS 2 0% 0 STS 1 3 6% 3 Total 50 100% 178 Good

Response Number Frequency Percentage Point Category 8

SS 5 3 6% 15 S 4 21 42% 84 R 3 24 48% 72

TS 2 1 2% 2 STS 1 1 2% 1 Total 50 100% 174 Good

Response Number Frequency Percentage Point Category 9

SS 5 10 20% 50 S 4 7 14% 28 R 3 31 62% 93

TS 2 1 2% 2 STS 1 1 2% 1 Total 50 100% 174 Good

Response Number Frequency Percentage Point Category 10

SS 5 5 10% 25 S 4 21 42% 84 R 3 21 42% 63

TS 2 3 6% 6 STS 1 0% 0 Total 50 100% 178 Good

59

Response Number Frequency Percentage Point Category 11 SS 5 5 10% 25 S 4 6 12% 24 R 3 32 64% 96

TS 2 2 4% 4 STS 1 5 10% 5 Total 50 100% 154 Quite Good

Response Number Frequency Percentage Point Category

SS 5 0% 0 12 S 4 24 48% 96 R 3 14 28% 42

TS 2 7 14% 14 STS 1 5 10% 5 Total 50 100% 157 Quite Good

Response Number Frequency Percentage Point Category

SS 5 0% 0 13 S 4 15 30% 60 R 3 24 48% 72

TS 2 10 20% 20 STS 1 1 2% 1 Total 50 100% 153 Quite Good

183 Good 177 Good 178 Good 164 Quite Good 171 Good 181 Good 178 Good 174 Good 174 Good 178 Good 154 Quite Good 157 Quite Good 153 Quite Good

2222 Good 170.9231

60

Variable Y 50

Impulse buying Questionnaire List No. X1 X2 X3 X4 X5 X6 X7 X8 X9 X10

1 5 5 5 1 1 4 1 4 1 3 30

2 3 4 3 4 5 4 5 4 4 4 40

3 5 4 2 5 3 4 3 4 4 5 39

4 2 2 3 3 3 3 3 3 1 2 25

5 1 2 2 3 4 3 4 3 1 3 26

6 3 3 4 4 4 3 4 3 2 2 32

7 4 4 5 5 4 4 3 4 2 4 39

8 4 3 2 3 4 3 4 2 3 3 31

9 3 4 3 4 5 4 5 4 3 3 38

10 4 4 5 5 4 4 3 4 2 4 39

11 2 3 3 4 4 2 4 3 2 3 30

12 1 2 2 3 2 3 2 3 2 2 22

13 2 3 3 4 4 2 4 3 2 3 30

14 3 4 2 4 5 4 5 4 4 4 39

15 2 3 3 4 4 2 4 3 2 3 30 16 3 3 4 4 4 3 4 3 2 2 32

17 2 2 3 3 3 3 3 3 1 2 25

18 5 4 2 5 3 4 3 4 4 5 39

19 3 3 3 3 3 4 3 3 2 2 29

20 1 2 2 3 4 3 4 3 1 3 26

21 3 3 3 4 4 4 5 4 3 4 37

22 2 3 3 4 4 2 4 3 2 3 30

23 1 2 2 3 4 3 4 3 1 3 26

24 4 4 4 5 4 4 3 4 2 4 38

25 4 4 5 5 4 4 3 4 2 4 39

26 2 2 3 3 2 3 2 3 2 3 25

27 5 4 2 5 3 4 3 4 4 5 39

28 3 4 3 4 5 4 5 4 4 4 40

29 4 4 4 5 4 4 3 4 2 4 38

30 4 4 5 5 4 4 3 4 2 4 39

61

31 3 4 2 4 5 4 5 4 4 4 39

32 3 3 3 4 4 4 4 3 3 4 35

33 3 5 5 3 3 4 4 4 3 3 37

34 4 4 5 5 4 4 3 4 2 4 39

35 3 4 3 4 5 4 5 4 4 4 40

36 1 2 2 3 3 3 4 3 1 3 25

37 4 4 4 5 4 4 3 4 2 4 38

38 3 4 2 4 5 4 5 4 4 4 39

39 2 3 3 4 4 2 4 3 2 3 30

40 4 4 5 5 4 2 3 3 2 3 35

41 4 4 5 5 4 4 3 4 2 4 39

42 2 3 3 4 4 2 4 3 2 3 30

43 1 2 4 3 1 3 3 3 3 2 25

44 2 3 3 4 4 2 4 3 2 3 30

45 3 4 2 4 5 4 5 4 4 4 39

46 2 3 3 4 4 2 4 3 2 3 30

47 3 3 4 4 4 3 4 3 2 2 32

48 2 2 3 3 3 3 3 3 3 2 27

49 5 4 2 5 3 4 3 4 4 5 39

50 3 4 4 4 3 4 5 3 3 4 37

Total 147 167 162 198 187 168 184 173 123 168 1677

62

Response Number Frequency Percentage Point Category 1 SS 5 5 10% 25 S 4 11 22% 44 R 3 16 32% 48

TS 2 12 24% 24 STS 1 6 12% 6 Total 50 100% 147 Quite Good

Response Number Frequency Percentage Point Category 2

SS 5 2 4% 10 S 4 23 46% 92 R 3 15 30% 45

TS 2 10 20% 20 STS 1 Total 50 100% 167 Quite Good

Response Number Frequency Percentage Point Category 3

SS 5 9 18% 45 S 4 8 16% 32 R 3 19 38% 57

TS 2 14 28% 28 STS 1 Total 50 100% 162 Quite Good

Response Number Frequency Percentage Point Category

SS 5 14 28% 70 4 S 4 22 44% 88 R 3 13 26% 39

TS 2 STS 1 1 2% 1 Total 50 100% 198 Good

Response Number Frequency Percentage Point Category 5

SS 5 8 16% 40 S 4 27 54% 108 R 3 11 22% 33

TS 2 2 4% 4 STS 1 2 4% 2 Total 50 100% 187 Good

63

Response Number Frequency Percentage Point Category

SS 5 6 S 4 27 54% 108 R 3 14 28% 42

TS 2 9 18% 18 STS 1 Total 50 100% 168 Quite Good

Response Number Frequency Percentage Point Category 7

SS 5 10 20% 50 S 4 18 36% 72 R 3 19 38% 57

TS 2 2 4% 4 STS 1 1 2% 1 Total 50 100% 184 Good

Response Number Frequency Percentage Point Category 8

SS 5 S 4 24 48% 96 R 3 25 50% 75

TS 2 1 2% 2 STS 1 Total 50 100% 173 Good

Response Number Frequency Percentage Point Category 9

SS 5 S 4 11 22% 44 R 3 8 16% 24

TS 2 24 48% 48 STS 1 7 14% 7 Total 50 100% 123 Not Good

Response Number Frequency Percentage Point Category 10

SS 5 4 8% 20 S 4 19 38% 76 R 3 18 36% 54

TS 2 9 18% 18 STS 1 Total 50 100% 168 Quite Good

64

147 Quite Good 167 Quite Good 162 Quite Good 198 Good 187 Good 168 Quite Good 184 Good 173 Good 123 Not Good 168 Quite Good

1677 Quite Good 167.7

Correlations

Brand Loyalty

Impulse Buying

Spearman's rho Brand Loyalty

Correlation Coefficient 1.000 .520(**)

Sig. (2-tailed) . .000 N 50 50

Impulse Buying Correlation Coefficient .520(**) 1.000

Sig. (2-tailed) .000 . N 50 50

** Correlation is significant at the 0.01 level (2-tailed).

65

Hypothesis rejected Hypothesis rejected

Hypothesis accepted

Z -1,96 0 1,96

Z count = r . √n-1

= 0,520 x √50-1

= 0,520 x 7 = 3.64

Z count> Z table = Ho is rejected and Ha accepted.