analysis of functional and emotional value towards...
TRANSCRIPT
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ANALYSIS OF FUNCTIONAL AND EMOTIONAL VALUE TOWARDS
CONSUMER DECISION TO USE SOCIAL BUSINESS PLATFORM
“BOSCH CONNECT” AS INTERNAL COMMUNICATION PLATFORM
AT ROBERT BOSCH GMBH
(CASE STUDY: CI MARKETING DEPARTMENT)
IDA ROSYIDAH
1113081100016
MANAGEMENT DEPARTMENT
INTERNATIONAL CLASS PROGRAM
THE FACULTY OF ECONOMIC AND BUSINESS
STATE ISLAMIC UNIVERSITY SYARIF HIDAYTULLAH JAKARTA
1438 H / 2017
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CURRICULUM VITAE
Personal Identities
Name : Ida Rosyidah
Gender : Female
Place of Birth : Jakarta
Date of Birth : July 11th 1995
Address : Tanah Merdeka VII Street Rt04/06 no 66 East Jakarta
Email Address : [email protected]
Formal Education
College : UIN Syarif Hidayatullah Jakarta
: FHWS Germany
Senior High School : MAN 2 Jakarta
Junior High School : SMPN 20 jakarta
Elementary School : MI Attahiriyah Jakarta
Kindergarten : TK Suci Jakarta
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ANALYSIS OF FUNCTIONAL AND EMOTIONAL VALUE TOWARDS
CONSUMER DECISION TO USE SOCIAL BUSINESS PLATFORM
“BOSCH CONNECT” AS INTERNAL COMMUNICATION PLATFORM
AT ROBERT BOSCH GMBH
(CASE STUDY: CI MARKETING DEPARTMENT)
ABSTRACT
This study aims to determine whether functional and emotional value
influence consumer decisions to use social business bosch connect. Data that have
been used for this study are primary and secondary data and have been collected
from 70 respondents who are Bosch employees at CI marketing department and
can be assumed they have same knowledge of social business bosch connect. Data
analysis used multiple regression analysis method in SPSS 26.0 for windows. The
result shows that functional value partially no significant influence to consumer
decision to use social business bosch connect, and emotional value partially
positive and significant influence. The result of coefficient of determination also
show if functional and emotional value 59.5% influence to consumer decision to
use social business bosch connect. While the rest can be explain by other variables
that have not been included in this study.
Keywords: Functional Value, Emotional Value, Consumer Decision, Social
Business, Bosch Connect, Transparency, Internal Marketing.
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ANALISIS NILAI FUNGSIONAL DAN EMOSIONAL TERHADAP
KEPUTUSAN KONSUMEN UNTUK MENGGUNAKAN PLATFORM
SOSIAL BISNIS "BOSCH CONNECT" SEBAGAI ALAT KOMUNIKASI
INTERNAL DI ROBERT BOSCH GMBH
(STUDI KASUS: CI MARKETING DEPARTMENT)
ABSTRAK
Penelitian ini bertujuan untuk mnegetahui apakah adanya pengaruh dari
nilai fungsional dan nilai emosional terhadap keputusan konsumen untuk
menggunakan sosial bisnis bosch connect. Data yang telah digunalan untuk
penelitian ini adalah data primer dan sekunder dan telah dikumpulkan dari 70
responden yang terdiri dari para pegawai di department CI markeing dan memiliki
pengetahuan yang sama terhadap sosial bisnis bosch connect. Analisis data
menggunakan metode analisis regresi berganda pada SPSS 26.0 for windows.
Hasilnya menunjukan bahwa nilai fungsional sebagian tidak berpengaruh
signifikan terhadap keputusan konsumen untuk menggunakan sosial business
bosch connect, dan nilai emosional sebagian berpengaruh positif dan signifikan.
Hasil dari koefisien determinasi menunjukan bahwa fungsional dan emosional
59.5% berpengaruh terhadap keputusan konsumen untuk menggunakan sosial
bisnis bosch connect. Sedangkan sisanya dapat dijelaskan oleh variabel lain yang
belum termasuk dalam penelitian ini.
Kata Kunci: Nilai Fungsional, Nilai Emosional, Keputusan Konsumen, Sosial
Bisnis, Bosch Connect, Transparansi, Pemasaran Internal.
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PREFACE
Assalammu’alaikum Wr. Wb.
All praise to Allah SWT, the Most Gracious and the Most Merciful, the
Cherisher and Sustainer of the worlds who always gives the writer all the best of
this life and there is no doubt about it. Shalawat and Salaam to the Prophet
Muhammad SAW and his family. With blessing and mercy from Allah SWT, the
writer can complete this thesis to fulfill one of the requirements to accomplish
bachelor degree in UIN Syarif Hidayatullah Jakarta.
In this opportunity, the writer would like to take this opportunity to express my
deep and sincere gratitude to the following:
1. Beloved parents, Ayah Ahmad Mursyidi S.Pdi and Ibu Masanih S.Pdi that
have given all their efforts morally and material for my college study. Thank
you for your love and prayers that never end. All my efforts is dedicated to
you my Ayah and Ibu. May Allah SWT always blessing both of you.
2. Dr. M. Arief Mufraini, Lc., M.Si as Dean of Economic and Business Faculty
3. Dr. Amilin, SE., Ak., M.Si., CA, QIA., BKP as Vice Dean of Economic and
Business Faculty
4. Titi Dewi Warninda, SE., M.Si as Head of Management in Economic and
Business Faculty
5. Cut Erika Ananda Fatimah, MBA as my supervisor who always support and
advice me. By her advice, direction and guidance I can write this thesis
properly. Thank you very much for your time and kindness to help me to
finish this thesis.
6. Tanja Rauscher as my supervisor at Robert Bosch who always support and
cheer me up during my research in Germany.
7. All the staffs in Economic and Business Faculty. Especially Mr. Bonyx who
always helps me in every situation.
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8. All the staffs in CI MKT3 who always support and accompany me.
9. All my dear friends in Management International Program 2013.
10. The last but not least, for my beloved sister Nabielah Barokah who always
cheer me up in every situation. I love you bil!
The writer realizes that this thesis is still far from perfection due to limited
resources and knowledge of the writer. All the suggestions and constructive
criticism are welcome in order to make this thesis better. Hope, this thesis will be
useful for any researcher or reader. May Allah SWT always bless every step in
our life.
Wassalamu’alaikum Wr. Wb
Jakarta,May 2017
Ida Rosyidah
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TABLE OF CONTENTS
Curriculum Vitae .................................................................................................................. vi
Abstract ............................................................................................................................... vii
Abstrak ................................................................................................................................ viii
Preface ................................................................................................................................. ix
Table of Contents ................................................................................................................. xi
List of Tables ........................................................................................................................ xv
List of Figures ...................................................................................................................... xvi
List of Appendix .................................................................................................................. xvii
Chapter I INTRODUCTION
A. Background ............................................................................................. 1
B. Problem Definition .................................................................................. 5
C. Purpose of This Research ....................................................................... 5
D. Benefit of This Research ......................................................................... 5
Chapter II LITERATURE REVIEW
A. Theoretical Foundation .......................................................................... 7
1. Marketing Communication .............................................................. 7
2. Internal Marketing .......................................................................... 9
3. Social Media ................................................................................... 12
4. Social Business................................................................................ 16
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5. Consumption Value ....................................................................... 18
6. Consumer Decision ........................................................................ 22
B. Previous Research ................................................................................ 25
C. Relationship between Variable ............................................................ 30
D. Conceptual Framework ........................................................................ 32
E. Hypothesis ............................................................................................ 34
Chapter III RESEARCH METODOLOGY
A. Scope of Research ................................................................................ 35
B. Sampling Method ................................................................................. 35
C. Collection of Data ................................................................................. 36
1. Primary Research .......................................................................... 36
2. Secondary Research ....................................................................... 37
D. Data Analysis Method ........................................................................... 38
1. Data Quality Test ........................................................................... 38
a. Validity Test ............................................................................ 38
b. Reliability Test ........................................................................ 39
2. Classic Assumption Test ................................................................ 40
a. Normality Test ......................................................................... 40
b. Multicollinearity test ............................................................... 41
c. Heteroscedasticity Test ........................................................... 41
3. Hypothesis Test ............................................................................. 42
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a. T-Test Statistics ...................................................................... 42
b. F-Test Statistics ....................................................................... 42
4. Multiple Linear Regression ............................................................ 43
5. Coefficient of Determination (R2) .................................................. 44
D. Variable Research Operation ................................................................ 45
Chapter IV Analysis and result
A. General Description of Research Objects ............................................. 50 1. Robert Bosch GmbH 50
a. CI Department Community ..................................................... 50
b. CI Vision .................................................................................. 51
2. Bosch Connect ................................................................................ 51
a. Function of Bosch Connect ..................................................... 53
1) Community .......................................................................... 53
2) Forum .................................................................................. 54
3) Wiki ..................................................................................... 54
4) Blog ..................................................................................... 55
5) Event ................................................................................... 55
6) Metrics ................................................................................ 56
B. Result and Discussion ........................................................................... 57
1. Respondents Characteristic ........................................................... 57
2. Descriptive Analysis ........................................................................ 60
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3. Data Quality Test Results .............................................................. 64
a. Validity Test Results ................................................................ 64
b. Reliability Test Results ............................................................ 66
4. Test Results of Classic Assumption ................................................ 67
5. Hypothesis Test Results.................................................................. 73
6. Multiple Linier Regression Test ..................................................... 75
7. Analysis .......................................................................................... 78
Chapter V CONCLUSION AND SUGGESTION
A. Conclusion ............................................................................................. 79
B. Suggestion ............................................................................................. 79
C. Limitations and Recommendation ....................................................... 82
REFERENCES .............................................................................................................................
APPENDIX .................................................................................................................................
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LIST OF TABLES
No. Description
2.1 Internal communication as a marketing .................................................................... 9
2.2 Overview previous research..................................................................................... 27
3.1 Operational research variable .................................................................................. 48
4.1 Characteristics of respondents by gender ............................................................... 57
4.2 Characteristics of respondents by age ...................................................................... 58
4.3 Characteristics of respondents by job...................................................................... 59
4.4 Indicator of Functional Value ................................................................................... 60
4.5 Indicator of Emotional Value ................................................................................... 62
4.6 Indicator of Consumer Decision ............................................................................... 63
4.7 Tryout result of validity test ..................................................................................... 65
4.8 Tryout results of reliability variable functional value .............................................. 66
4.9 Tryout results of reliability variable emotional value ............................................. 66
4.10 Tryout results of reliability variable Consumer Decision ......................................... 67
4.11 One-Sample Kolmogorov-Smirnov Test ................................................................... 68
4.12 The result of multicollinearity .................................................................................. 71
4.13 Result of T-test ......................................................................................................... 73
4.14 Result of F-test ......................................................................................................... 75
4.15 The result of multiple linier regressions .................................................................. 76
4.16 Result of determinant coefficient ............................................................................ 77
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LIST OF FIGURES
No. Description
2.1 Five-fold Typology of Consumption Values ............................................................. 19
2.2. Consumer Decision Making ...................................................................................... 22
2.3 Conceptual Framework ........................................................................................... 33
4.1 Normality Test Result Using P-Plot Graph ............................................................... 69
4.2 Normality Test Result Using the Histogram Chart ................................................... 69
4.3 Scatterplot of Heteroscedasticity............................................................................. 72
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LIST OF APPENDIX
No. Description
Appendix 1 Questionnaire ................................................................................................
Appendix 2 Answer of Questionnaire ..............................................................................
Appendix 3 Validity and Reliability Tests ..........................................................................
Appendix 4 Characteristics of Respondents .....................................................................
Appendix 5 Classic Assumption Test and Multiple Linier Regressions.
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CHAPTER I
INTRODUCTION
A. Background
Marketing communication is a fundamental and complex part of a
company’s marketing efforts. Marketing communication also can be
described as all the messages and media that we deploy to communicate.
Successful company is not only depending on how good their external
marketing communication but also important to have a good internal
marketing communication (Rogala & Kaniewska-Sęba 2015).
Internal marketing topic has so many definitions originating from
different researchers. The term internal marketing was first used by Berry
and then by many others (Cahill 2002). Berry L.L described internal
marketing as the employees are internal customers (Brooks et al. 1999).
Berry first proposed internal marketing as a solution to the problem of
delivering higher quality of service. With the significant growth of service
sector and the knowledge-based economy, internal marketing is increasingly
important to company. To have a good internal marketing is to have a good
internal communication platform.
The digital age is changing market dynamics, companies must be good at
competing in the digital world against their competitors. According to
(Rogala & Kaniewska-Sęba 2015) good competition begins with fixing the
internal communication, with good internal communication it will be good
also in external as to the customers, relation, and others external as do Bosch
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competitors that is Siemens. Siemens states that internal communication is
important to engage and helping employees understand the company and how
they fit into them and enabled its marketing and corporate communication
teams efficiently and effectively (Brown 2016). Siemens try to communicate
with their employees using online communication, and keep online content as
“fresh” as possible. They also use social media to give transparency between
employees and broad management since 2000. This communication allow
different employees to access and update content locally for their department
and it also provides marketing and communication teams the ability to
distribute content easily to all department (Mutter 2014).
Meanwhile, not inferior to its competitor, the company has a digital
communication platform for employees called Bosch Global Net (BGN) in
early 2002. Bosch Global Net is based on Liferay design that has a function
neatly and structured like a web page structured but the function of the BGN
is very difficult to use, therefore only a few people from each department are
invited to join the training and assigned the role to create and update their
department information in BGN. Seen from its efficiency and effectiveness,
finally in 2012 the company began to realize with the existence of social
media that can be developed as internal communication.
Company reacted to have a good digital communication platform for their
employees to see the positive effects change by introducing social business
platform which called ‘Bosch Connect’ (BC). Bosch Connect is software
developed by IBM and very closely related to their own network called IBM
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Connections. ‘Bosch Connect’ was introduced at Bosch worldwide, as an
open and transparent working and collaboration platform and to generate a
more transparent, open and flexible organization, available for all associates,
partners and consumers.
Everyone in the company who has access to the current system called
Bosch Global Net (BGN), also was granted the access to Bosch Connect.
Bosch Connect have functions and mechanics are in many ways similar to a
social media platform, but with a number of features specifically designed for
the business world (Louw & Mtsweni 2013). Same as their competitor,
company also believe in the power of networks, employees can access and
update content locally for their department to help marketing and
communication teams deliver message easily. Company also want to offer
them a working environment where employees feel comfortable and can use
the media they have become used to in their private lives (inside.eLibrary of
Bosch 2014).
Companies want their employees able to use internal communication
platform which called Bosch Connect to established network and connect
with others employees at Bosch all over the world to improve the available
knowledge. Unfortunately, since the introduction of Bosch Connect,
employees as internal customers have not been actively using the social
platform to communicate, collaborate and coordinate internally (Robert
Bosch GmbH, 2014). As previous researcher, it was found that employees are
still reluctant to make changes from BGN to Bosch Connect because there are
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still many shortcomings from Bosch Connect as it is not user friendly and not
in accordance with the image of Bosch Connect itself because it does not look
as attractive as social media.
A majority of companies faces the same challenge of how to cope with
the changing environment (Ferron et al. 2011). In today’s world, there are
several concepts in business that regulate the means of communication and
interaction with one another (Chaturvedi 2011). The concept of social
business introduces a new kind of concept with much more flexible lines of
communication. The idea of social business is bringing creative minds
together to improve and share knowledge for a common goal (inside.eLibrary
of Bosch 2014).
In July 2016, Bosch Connect project team with IBM have developed
Bosch Connect looks similar like Facebook to give a senses such as feeling
relaxed, enjoying consumption and receiving pleasure using social business
platform Bosch Connect (Sweeney and Soutar 2001) and with function more
user friendly than previous communication platform which called BGN With
the hope of increasing the number of employees who are willing to support
the company to become a global company and transparent by using social
business Bosch Connect.
The reasons for employees behaving the way they do and the outcome
was a theory of user values according to which consumer choice behaviour is
influenced by five consumption values: functional, social, emotional,
epistemic and conditional value (Sheth et al. 1991).
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Based on the findings of the situation of this study, the research will only
focus by analyzing the functional value and emotional value. The term used
in this study of customer also can be mean as employee.
Based on this background, the thesis will conduct as a research entitled as
Analysis of functional and emotional value towards internal consumer
decision to use social business platform “Bosch Connect” as internal
communication platform.
B. Problem Definition
Based on the background, the formulation of the problem in this research
is “Do functional and emotional values have influence partially and
simultaneously on consumer decision to use Bosch Connect as internal
communication platform?”
C. Purpose of This Research
1. Purpose of this research
The thesis analyze the concept of social business in general, and it focused
on identifying do functional value and emotional value have influence
partially and simultaneously towards consumer decision to use Bosch connect
(Case: CI Marketing Department).
2. Benefit of This Research
a. For the Company
This thesis is to know how far the end users understanding with the
concept of social business and give indications whether functional and
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emotional value influences the users to use social business and
especially for CI Marketing Department.
b. For the Researcher
This thesis is a chance for author to applying the knowledge
obtained during lectures and comparing theory with actual problem in
international company.
c. For the Reader
This thesis can provide information to the users of social business,
especially in Bosch Connect and it can be used as a reference material
for further research within Bosch Group.
.
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CHAPTER II
LITERATURE REVIEW
A. Theoretical Foundation
The chapter theoretical foundation highlights the current understanding of
Social Business and find out the functional and emotional value that influence
employees to use social business “Bosch Connect”. Hereby defining terms
and functions associated with the topic will also be covered.
1. Marketing Communication
Marketing communication (MarCom) is a fundamental and complex
part of a company’s marketing efforts. Loosely defined, MarCom can be
described as all the messages and media you deploy to communicate.
Successful company is depending on the efficient communication, both
internal and external. The necessity to exchange information between a
seller and a buyer, a marketer and a consumer or between employees
makes communication a very important area of the marketing process. The
companies have to act and obliged to manage the complex marketing
communication plan (Rogala & Kaniewska-Sęba 2015).
a. Internal Communication
According to OlsztyńskaA, internal communication is process of
transferring information which aims to raising employees for every
action undertaken for a company and building loyalty and
identification with an organization. The internal marketing does not
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focus on customer and their needs but on the employees and their
requirements and effective internal marketing activity leads to better
performance of the company. According to this concept it is satisfied
personnel, which makes company successful. Furthermore, such
employees pass their project to the customers thus turning the
profitable and loyal for the company (Schultz 2004).
The primary and superior aim of internal marketing
communication is shaping and changing employees’ behaviors so they
will lead to a better cooperation with company goals and improving
communication and relationship between supervisor and employees or
even between colleagues.(Drake 2015) mentioned that the company
should make their employees love their brand which will convince the
customer to love it as well. Furthermore, (Vasconcelos 2007) argued
that the external marketing strategies will be improved firstly by
improving the internal marketing strategy such as developing the
internal relationships between the internal customers (the
employees), also by satisfying the need for the internal customers and
services providers to make them satisfied and motivated (Tsai &Tang
2008).
Regarding the range of company aspect covered by internal
communication, it needs many diverse tools to fulfill its tasks. As all
employee communication activities, also its tools can be divided into
two groups – formal and informal tools.
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Table 2.1
Internal communication as a marketing communication
Formal Informal
Face to face
conversation
Memos
Reports
Information Boards
Meetings
Intranet
Newsletter
Rumors and Gossips
Unofficial after-work
meetings
Managers lunches
with employees
Local community life,
charity, sport, culture
Source: Internal communication as a marketing communication
tool (Rogala & Kaniewska-Sęba 2015).
2. Internal Marketing
Several researches have focused on external marketing, however
interest in internal marketing aspects is increasing due to its importance in
the success of firms (Sartori et. al. 2014). Papasolomou defines internal
marketing as an emphasis in considering employees as partners to an
organization's efforts of achieving organizational success, rather than a
cost (Papasolomou 2003).According to (Keelson and Polytechnic 2014)
indicate that, internal marketing plays an important role in success of
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businesses both in economic and non-economic perspective. Furthermore,
internal marketing practices are designed for attracting and retaining the
most qualified and committed employees for the organization (Bansala et
al. 2001).
(Gounaris2008, p.68) emphasizes that the introduction of internal
marketing relies on two principles, namely: that it is important to satisfy
the needs of employees before the business can satisfy the needs of its
customers, and the rules that apply in the market area of the business, by
analogy, are also relevant to its internal market.
a. Internal marketing areas
The modern business is challenged by the reality that it is
faced with two market and customer types, namely those internal and
external to the business, Bowers and Martin (2007, p.88-89).
According to Steyn and Ellis (2004, p.34) to strengthen the
establishment of an internal marketing climate, the management of a
business must focus on the continuous research of the following
aspects:
1. The personal training and development of employees, continuous
communication to employees.
2. The empowerment and participation of employees, internal
consumer segmentation.
3. Performance appraisal systems.
4. The acknowledgement and rewarding of employees and supportive
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work relationships.
1) Internal Customer
Berry L.L was first that described if the employees as
customers. Berry first proposed employees as customers concept in
internal marketing is similar to external customers as a solution to
the problem of delivering higher quality of service(Brooks et
al. 1999). With the significant growth of service sector and the
knowledge-based economy, internal marketing is increasingly
important to organizations. (Pawar 2014) mentioned that
employees within your own company are internal customers.
The internal market of a business encompasses its employees.
This market is continuously being influenced by the ability of
employees to work together as a unit to reach and maintain the
objectives of the business. The employees of the business can
furthermore be viewed as the “internal suppliers” and “customers”
of the business (Voss and Calantone2005, p.163). Businesses are
continuously putting a greater emphasis on the following two
aspects, namely employees as internal customers of the business,
and the motivation and retention of employees over the long term,
Gupta and McDaniel (2005, p.397), Van Eeden and Koekemoer
(2000 p.21).
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3. Social Media
A study of McKinsey Global institute with the title “The social
Economy: Unlocking value and productivity through social technology”,
done in 2012, announced that today, more than 1.5 Billion people
worldwide have access to and use social media. Around one fifth of online
time is used by surfing on social networking sites, 72% of companies use
social technology and most of them also see a benefit in it (Chui et al.
2012).
a. Definition
Since social media is still a relatively new topic several
slightly different definitions exist. (Kaplan & Haenlein 2010) define
social media as a group of internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allows
the creation and exchange of user-generated content.
According to the online Oxford dictionary, social media
describes “websites and applications that enable users to create and
share content or participate in social networking”. The Encyclopaedia
Britannica states in its online encyclopaedia, that the term social
media refers to technologies, platforms, and services that enable
individuals to engage in communication from one-to-one, one-to-
many and many-to-many. It furthermore is a new driver of the
convergent media sector.
There are some functions in Social Media such:
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1) Communities
(a) Definition
(Stocker & Tochtermann 2012) define a community as a group
of people, which, for a certain time, freely share topics and
develop a community spirit through social interaction. Virtual
Communities focus on building relationships and create a social
context where users can express themselves, share information,
knowledge and media on a “many-to- many” basis (Berge and
Buesching2007, p.26). Mostly, users of communities share and
pursue a common interest or goal (Janzik 2011, p.2)
Virtual workrooms, also called communities, exist to simplify
the means of collaboration. Here, the physical boundaries
between departments, countries, and different time zones don’t
stand in the way of exchanging knowledge and generating ideas.
(b) Functions
Communities are self-organizing working groups, whose
members come together in different constellations, depending on
the task at hand. Communities exist to discuss or collaborate with
people who may or may not share the same place of working. In
communities, no hierarchical levels exist, there may be
moderators or administrators who help the community to sustain
and grow but have no higher deciding position.
2) Forum
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(a) Definition
A forum can be defined as a place, meeting, or medium where
ideas and views on an issue can be exchanged (Oxford Dictionary
2016). The Oxford Dictionary further defines a forum as an
internet site where users can post comments about an issue or
topic and reply to other users' postings.
(b) Functions
People can publicly publish questions or start a discussion
about any topic. There are different types of forums, like the
common questions and answers type, or a forum that focuses on
an idea and the discussion about it. Anyone wishing to participate
can do so by contributing to existing topics or starting a new
topic. Some forums also could rate the answers to find the best
solution to the question with several different and independent
opinions.
3) Wiki
(a) Definition
The word wiki is derived from the Hawaiian word “wikiwiki”
which can be translated as “fast”. This is a hint to the envisioned
use of a wiki: a platform which grants fast and easy access to
information.
(Stocker & Tochtermann 2012) describe Wiki as web based
software which allows all users to edit and read content provided
15
on wiki pages. The author further state, that it is a platform which
is easy to handle and used for collaborative working on texts and
hypertexts.
(b) Functions
Wiki, as defined by ‘www.businessdictionary.com’, is used as
knowledge base. Everyone can write about topics they are
interested in, referencing them to books or other web pages
containing that information. Apart from that, it can be used
simply as data storage software in which any information, no
matter the content, can be uploaded for public evaluation. In a
commercial environment, shielded wikis are used to save every
bit of information that could be relevant for other employees.
Technically, all generated data is allowed in a wiki. Often, wikis
are used for collaboration in working groups. It is stated in the
Encyclopedia Britannica, that these systems are not fool proof but
work with the principle and basic assumption of the goodness of
people. The community of users can edit or correct content, which
is being perceived as misleading or incorrect.
4) Blog
(a) Definition
Weblogs, a combination of web and log, in short blogs, are
online journals, a kind of virtual diary in which brief articles are
published, then displayed in reverse chronological order, and are
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often open for others to comment on (Stocker & Tochtermann
2012). This helps community members to update each other.
(b) Functions
To find blogs with special content the blogs are tagged with
terms related to the topic. Blogs are mainly used to share
information that has been gathered recently.
4. Social Business
Several definitions for this relatively new term can be found, but so
far there is none, that is accepted as valid in general. Every company using
Social Business defines its purpose individually. By Social Business,
Bosch mean everything that highly-connected company does. Once
cooperation, communication and the creation and further development of
ideas are being improved or even made possible to be the first place
through networking. Bosch has determined, 'social' should be understood
as something more akin to 'community' or 'together' where the employees
can use Social Business to share and exchange their knowledge
(inside.eLibrary of Bosch 2014).
Similar as term of social media, Bosch also have defined the kind
of Social Business within the Bosch include blogs, wikis, forums,
communities, activity (inside.eLibrary of Bosch 2014).
A more general definition could be Social Business is the creation
of a company to optimize benefit their entire ecosystem (consumer,
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employees, owners, and partners) by embedding collaboration, information
sharing and active engagement into its operations and culture. To get the
result more responsive, adaptable, effective, and ultimately more
successful company (Paul 2013).
a. Enterprise 2.0
The term Enterprise 2.0, same as Social Business, is a rather new
expression and needs consideration when applying a definition.
According to one of the leading researchers on this field (Andrew
McAfee 2006), “Enterprise 2.0 is the use of emergent social software
platforms within companies or between companies and their partners
or consumers.”Enterprise 2.0 is also abbreviated with the term E2.0,
which is widely used in the business world.
The project Enabling Enterprise 2.0 at Bosch defined the term
Enterprise 2.0 is to describe the changing of company culture that are
needed to increase level of transparency, trust, openness and changes
in leadership style that allow employees express and talk to the board
of management without taboos as company campaign which called
#MoveNow!(Najork 2016). Enterprise 2.0 also describes the use of
digital networking technologies (Social Business software). Bosch
Connect is our IT platform for collaboration and networking within the
company.
18
b. Bosch Connect
Bosch Connect is a social business platform used by the Bosch
Group on a worldwide basis and was introduced in 2012. Since more
than 20 years, information and communication technologies have
made it possible to integrate and implement automated business
processes. Electronic, standardized data exchange within companies
and with external partners thus boosts efficiency. In the future, the
increasing networking of systems and processes in the internet of
things and services will increase the availability and quality of
information, forming the basis for intelligent business processes.
Social media is an additional way for Bosch to communicate with
internal and external target groups and maintain contacts
(inside.eLibrary of Bosch 2012).
5. Consumption Value
Every individual has a specific value structure according to which
they make decisions. According to (Brooks et al. 1999) described if “The
Employees as Customers”, therefore we can use the term of consumer as
employees. Values and needs define the intended purpose of using the
social mediaplatforms. As (Kujala & Väänänen-vainio-mattila 2009)
define: user values“describe users’ psychological values that affect their
views as to what kind ofpurpose, functions and characteristics are
important to them in a certain usagesituation and context”.
19
(Boztepe 2007) identified there are four major categories of value that
influence people behave: Functional, Social Significance, Emotional, and
Spiritual.
(Sheth et al. 1991)studied the reasons for consumers behaving the
way they do and the outcome was a theory of user values according to
which consumer choice behaviour is influenced by five consumption
values: functional, social, emotional, epistemic and conditional value.
Figure 2.1
Five-fold Typology of Consumption Values
Source: Five-fold Typology of Consumption Values: Environmental
Responsibility Provides Three Forms of Value for Consumers (Sheth et al.
1991).
According to (Abend 2012), the company use social business
bosch connect at the early stage because its emotional value. Therefore this
research will only focus on two values which are Functional and
Emotional value to analyze do functional and emotional value still have
20
influence towards consumer decision after Bosch Connect update on July
2016.
a. Functional Value
According to (Sheth et al. 1991) define functional value as “the
perceived utility acquired from an alternative’s capacity for
functional, utilitarian or physical performance”. Functional attributes
and rational thoughts dominate the consumption decision-making
process, in which self-oriented value is highly prominent such as the
quality, uniqueness, usability, reliability and durability.
According to (Abend 2012) on his thesis at Bosch Rexroth, in the
case of usability of social business “Bosch Connect” toward
purchasing department can be determined that the influence of
consumer decision (employees) are the functional value which are
easy information sharing, finding expert, and faster problem solving.
Functional value refers to functional value of a product. It
covers the values of convenience, economy, and quality as sub-
categories. In practice, convenience is defined in various ways that
include concepts such as accessibility, appropriateness, of
unpleasantness, or compatibility to the local context rather than just as
a matter of saving time and effort(Boztepe 2007).
b. Emotional Value
According to(Sheth et al. 1991), Emotional value refers to the
utility derived from the feelings, or affective states that a product
21
generates. Indeed, several types of goods and services are associated
with emotions. Certainly, many of us have acknowledged the
widespread exploitation of feelings in advertising, as many companies
utilize associations aroused by feelings of comfort in their marketing
strategies.
Although many manufactured product may create the emotional
value for the consumer, it is usually associated with the consumption
of aesthetic and hedonic products or services, such as Social Media.
Consumption of hedonic products or services underlines “those facets
of consumer behaviour that relate to the multi-sensory, fantasy and
emotive aspects of one’s experience with products” as this behaviour
is pleasure seeking (Holbrook and Hirschman 1982,p.92). Hedonic
products and services include multisensory features and imply
experiential consumption, fun, and excitement, etc. Every product can
be as much hedonic as it is perceived to be by an individual (Khan et
al. 2004). (Russell and Pratt 1980) suggest that there are four basic
emotional states (pleasant, unpleasant, arousing and sleepy).
Measuring the emotional value, (Sweeney and Soutar 2001) deploy
scale items, such as feeling relaxed, enjoying consumption and
receiving pleasure. (Petrick 2002) notes that in order to create
emotional value consumption should make consumer feel good and
delighted, give pleasure and sense of joy, and bring happiness.
22
Product Choice
Need Recognition
Information Search
Outcomes
Evaluation of Alternatives
Emotional value refers to the affective benefits of a product for
people who interact with it, benefits such as pleasure or fun. Such
benefits arise from affective experiences, which, according to (Desmet
and Hekkert 2007). While (Norman 2004) described, the ascription of
emotional value is a psychological phenomenon.
6. Consumer Decision
The decision is the selection of two or more alternative options.
This indicates that the individual decision-making faced by various
alternative options and that is required to choose one of the alternatives
(Schiffman and Kanuk, 2007). According to (Solomon et al. 2012, p.263)
the process of consumer decision making is a cycle of recognition:
Figure 2.2
Consumer Decision Making (Solomon et al. 2012, p.263)
23
a. Problem Recognition
Problem recognition is the most important stage which leads to
consumer decision to use product and services (Hawkins et al. 2001,
p.508) (Kardes et al, 2011). Problem recognition occurs whenever the
consumer sees a significant difference between their current state and
their desired or ideal state (Solomon et al. 2012, p.263).
According to Kotler et al (2009 p.180), the buying process starts
when people recognize there is a problem or need.
b. Information Search
Once an individual has been recognizes the problem, consumers
need qualify information to resolve it. Information search is the
process where consumers make a survey on their own to make a
reasonable decision (Solomon et al. 2012, p.265). According to Kotler
et al (2009 p.180) there are two level of arousal, first called
heightened attention which means a person simply becomes more
receptive to information about product or services. The other one is
active information search which means people looking for reading
material, asking their friends, surfing online and visiting stores to
learn about the product or services.
There are two types of information sources: internal and external
information search. Internal search involves the consumers’ memory
about the product or service and external search includes word of
24
mouth, store visit, trial and online social networking and social media
(Kardes et al, 2011).
c. Evaluation of Alternatives
According to (Solomon et al. 2012, p.273), there are three concept
in evaluating of alternatives: The first is evoked set where alternatives
considered during consumer’s decision process are their evoked set,
and the evoked set is the product or service that already in memory
and well-known, the second is inept set where consumer is aware with
the product or service but would not take consider it, and the last is
inert set where not under consideration at all. In this stage, the
consumer enter the alternative evaluation stage where they have to
decide what criteria to use to perform evaluation (Schiffman et al,
1991) and which alternative would be the best to fulfill their need
(Blythe, 2008).
Kotler et al (2009 p.180), have describe some basic concepts in
evaluating alternatives. First, the consumer tries to satisfy a need.
Second, the consumer looks for certain benefits. Third, the consumer
sees each product or services as a bundle of attributes to satisfy their
need. The attribute that interest people for example: WhatsApp (user
friendly, product is rarely error, available via PC, cheaper internet
package).
25
d. Product Choice
Once consumer have found their relevant alternatives and
evaluated them, they should make their choice among the alternative.
Consumers choose the certain products because the product appeals to
them. The choice can be influenced from different sources therefore
internet is an effective tool in this stage (Hawkins and Mothersbaugh,
2010).
B. Previous Researches
1. The title of this research is “Functional, Social and Emotional Values as
Determinants of Environmentally Responsible Media Consumption at
Lappeenranta University of Technology in Finland” and it was done by
(Kosonen Jana2014). The study intended to determine the functional,
social, and emotional values towards the consumer choice behaviour
regarding media consumption. The analysis used in the study was
qualitative and the sampling technique was purposive sampling. Validity
test and reliability test were assessed for testing the data whether the data
was valid and reliable. The result of the study indicate that based on the
empirical analysis, consumers possess functional, social and emotional
consumption values are depending on the motivation of the respondent.
According to the results, functional value was more dominating
consumption behavior. Despite of that, emotional and social consumption
values were also recognized as the primary values within the sample.
26
2. Mornay Roberts-Lombard (2009) conducted a research regarding
“Employees as customers – An internal marketing study of the Avis car
rental group in South Africa”. This study used quantitative research
approach ad applied a descriptive research. The respondent for this study
was 225 managers of Avis car rental branches in the six major cities of
the country. From the result, it can be found that the employees as
internal customer of the business must be willing to support the internal
marketing initiatives of the business since they are expected to approach
the external customer base of the business, in a professional and efficient
manner. Management can furthermore improve the level of
communication to employees. It is only possible to improve external
marketing to the external customer if the internal marketing are
professionally managed.
3. Vasyl Denys and Júlio Mendes conducted a research in 2011 regarding
“Consumption Values and Destination Evaluation in Destination
Decision Making”. This study aims to understanding the role of four
consumption values in decision making with respondents represent 24
nationalities. The result is most survey participants were able to
distinguish and prioritize different consumption values and emotional
value is the greatest importance for decision makers.
4. The title of this study is “Why People Use Social Media Platforms:
Exploring the Motivations and Consequences of Use” done by Petri
Hallikainen 2006. The aim of the research was to understand the values
27
and needs that drive the user to use social media platform. The result can
be assumed that users would use social media influenced by five value
which are functional, social, emotional, epistemic and condition value.
5. The title of this study is “what value do users drive from social
networking application” was done by Larry Nelae and Rebekah Russel-
Bennett, 2009. The aim of this study is to know what value that drive
users to use social media, and the result is functionality is a must, but
however functionality is not enough. It must be combined with either
social or emotional value to create the feeling of “coolness” that given
user to recommend an application to their friends.
6. The title of this study is “Usability of social business “Bosch Connect”
toward purchasing department” was done by Nicola Abend, 2012. The
result can be stated if the consumers (employees) use social business
Bosch Connect because it’s emotional value.
Table 2.2
Overview Previous Research
No Title Research
Variable
Research
Methodology Result
1 Functional, Social
and Emotional
Values as
Determinants of
Environmentally
1. Functional
Value (X1)
2. Social Value
(X2)
3. Emotional
Qualitative Functional value
was more
dominating
consumption
behavior. Despite
28
Responsible Media
Consumption at
Lappeenranta
University of
Technology in
Finland.
Value (X3)
4. Consumptio
n (Y)
of that, emotional
and social
consumption
values were also
recognized as the
primary values
within the sample.
2 Employees as
customers – An
internal marketing
study of the Avis
car rental group in
South Africa
1. Internal
Customers
(X1)
2. External
Customers
(X2)
3. Outcomes
(Y)
Qualitative Employees as
internal customer
of the business
must willing to
support the
internal marketing
initiative of the
business.
3 Consumption
Values and
Destination
Evaluation in
Destination
Decision Making
1. Functional
Value (X1)
2. Social Value
(X2)
3. Emotional
Value (X3)
4. Epistemic
Value (X4)
Qualitative Emotional value
is the greatest
importance for
decision makers.
29
5. Condition
Value (X5)
6. Consumer
Decision (Y)
4 Why People Use
Social Media
Platforms:
Exploring the
Motivations and
Consequences of
Use
1. Functional
Value (X1)
2. Social Value
(X2)
3. Emotional
Value (X3)
4. Epistemic
Value (X4)
5. Condition
Value (X5)
6. Consumer
Decision
(Y)
Qualitative The result can be
assumed that
users would use
social media
influenced by five
value which are
functional, social,
emotional,
epistemic and
condition value.
5 What value do
users drive from
social networking
application
1. Functional
Value (X1)
2. Emotional
Value (X2)
3. Consumer
Decision
Qualitative Functionality is a
must, but
however
functionality is
not enough. It
must be combined
30
(Y) with either social
or emotional
value to create the
feeling of
“coolness” that
given user to
recommend an
application to
their friends
6 Usability of social
business “Bosch
Connect” toward
purchasing
department
1. Functional
Value (X1)
2. Emotional
Value (X2)
3. Consumer
Decision
(Y)
Qualitative The result can be
stated if the
consumers
(employees) use
social business
Bosch Connect
because it’s
emotional value.
C. Relationship between Variable
a. Relationship between functional value towards customer decision
Every individual has a specific value structure according to which
they make consumption decisions. (Nelae and Bennett 2009) stated in
their research with the title “what value do users drive from social
31
networking application” if functionality value is a must, but however
functionality is not enough. It must be combined with other value to
create the feeling of “coolness” that given user to recommend an
application to their friends.
(Kosonen 2014) identify on her research with title “Functional,
Social and Emotional Values as Determinants of Environmentally
Responsible Media Consumption at Lappeenranta University of
Technology in Finland”. The results stated that functional value was
more dominating consumption decision, and has simultaneous and partial
effect on consumer decision.
(Sheth et al. 1991) as one of the leading researchers on this field
also stated that functional value is dominate the consumption decision-
making process especially when selecting utilitarian items.
b. Relationship between emotional value towards customer decision
According to (Sheth et al. 1991), Emotional value represents “the
perceived utility acquired from an alternative’s capacity to arouse
feelings or affective states” and many of us have acknowledged the
widespread exploitation of feelings in advertising, as many companies
utilize associations aroused by feelings of comfort in their marketing
strategies to influence consumer decision.
According to (Sweeney and Soutar 2001), emotional value deploy
scale items, such as feeling relaxed, enjoying consumption and receiving
32
pleasure. (Petrick 2002) notes that in order to create emotional value
consumption should make consumer feel good and delighted, give
pleasure and sense of joy, and bring happiness that make influence effect
toward consumer decision to consume a product.
D. Conceptual Framework
Conceptual framework is defined as a network, or “a plane,” of
interlinked concepts that together provide a comprehensive understanding of
a phenomenon or phenomena (Jabareen 2009). According to (Bryman & Bell
2011), concepts are considered to be the landscape in a qualitative research;
nevertheless, the way the concepts are applied is usually different when
developing a quantitative research strategy. Highlighting the concepts and
contexts of the research help on focusing on the main fields of the study; it is
a measure to define the territory of the research in hand as well as indicate the
theories that would be applied (Leshem & Trafford 2007). A conceptual
framework is also a less complex form of theories that describes an abstract
aspect which might appear under common conditions.
In this conceptual framework shown that independent variables are
functional value and emotional value and dependent variable is consumer
decision. Then, all variables will be further processed by using multiple
regression in order to know either every independent variable will influence
dependent variable and partially influence dependent variable or the other
way around.
33
Based on the literature review the conceptual framework will be presented below:
Figure 2.3
Conceptual Framework
Consumer Decision
(Bosch Employees)
Functional Value Emotional Value
34
E. Hypothesis
Based on the problem formulation and the conceptual framework that have
been given, the researcher formulated the following hypothesis such as:
1. Ho 1: Functional value (x1) does not significantly influence towards
consumer decision (y) to use Bosch Connect as internal
communication.
Ha 1: Functional value (x1) significantly influence towards consumer
decision (y) to use Bosch Connect as internal communication.
2. Ho 2: Emotional value (x2) does not significantly influence towards
consumer decision (y) to use Bosch Connect as internal
communication.
Ha 2: Emotional value (x2) significantly influence towards consumer
decision(y) to use Bosch Connect as internal communication.
3. Ho 3: There are no significant influence between functional value (x1) and
emotional value (x2) toward consumer decision(y) to use Bosch
Connect as internal communication.
Ha 3: There are significant influence between functional value (x1) and
emotional value(x2) toward consumer decision(y) to use Bosch
Connect as internal communication.
35
CHAPTER III
METHODOLOGY RESEARCH
A. Scope of Research
This research is done in order to analyze regarding how Functional value
(X1), Emotional value (X2) significantly influence towards consumer decision
(Y) to use Social Business platform Bosch Connect as their internal
communication. Owing to internal policies within Robert Bosch GmbH, the
scope is limited. The sample of this research is obviously employees at CI
Marketing Department in Robert Bosch GmbH, Stuttgart Germany. This
research started on November 21st 2016.
B. Sampling Method
This research is involved employees that selected by random sample, so
that each person remaining in the population has the same probability of being
selected for the sample (Frerichs RR 2008). In the preface, all head of CI
marketing department will be in contact to forward the questionnaire to all CI
employees who are both, involved or uninvolved, in using Bosch Connect.
According to Berry L.L that employees can be viewed as internal
customer. Therefore, participants of this research are employees. The
employees viewed as involved and active employees, if they have the
experience of working with the software, and therefore able to share
experiences and evaluate the performance, improvements and limitations. In
36
the same way, associates without said experience are uninvolved employees.
They take part, in order to understand and identify the obstacles connected to
Bosch Connect.
Due to the sensitivity of the data employees as internal customer and as the
participant of this research were asked to name their department but give no
further personal information. Any other personal information furthermore was
of no importance to be able to evaluate of the results.
C. Collection of Data
There are two difference type of data collection which are primary and
secondary data. It is ideal to have both primary and secondary data because
they support each other and also help to get strengthen result. The secondary
data can support the primary data and the other way around or if they do not
support each other they give am existing contrast of effects (Jacobsen 2002).
1. Primary research
Primary data is when information is collected from respondents
through survey (Ghauri and Gronhaug 2005). The collection of primary
data has been conducted using questionnaires sent by email included the
link to Bosch survey website (https://survey.bosch.com/cgi-
bin/s.app?A=bgJkO4mY). Formulating the questions in the right way is
essential for the outcome of the results. All questions have been based on
the theory of this thesis to support the importance and meaning of the
questions for the overall result. The questions have been chosen to relate
and answer the research questions, and the questionnaire writer must be
37
familiar with the language, otherwise it can lead to misunderstanding in
the question’s formulation (Brace 2013, p.113).Therefore, the
questionnaire will also write in English and German. To receive the
highest amount of replies the questionnaire has been designed to take
approximately 10minutes.
The questionnaire will be sent out within the company, as company
internal email. As mentioned above, only Bosch internal employees have
been participating in the questionnaire.
Due to the content of the questions, respondents could rate a
predefined answer per their consent with the statement, using a system
with points from 1 to 5. Whereas 1 being the strongly disagree and 5 being
the strongly agree. According to (Bertram 2007), Likert scale is to obtain
respondent preferences or degree of agreement with a statement or set of
statements. Furthermore, all used terms are company internal
terminologies, guaranteeing, that no further clarification was needed for
understanding the questions in the same way by all respondents and to
receive reliable answers. The questions therefore will be easy to
understand and only little time is needed to respond to each question.
2. Secondary research
Secondary data is information that is not collected by the researcher,
it is previous data that collected by someone else in the past. It is important
to be critical to the secondary data that is found, where does the data come
from, who has collected the data (Jacobson 2002).
38
The secondary data for this study has been collected through
observation with various portals. Mainly, the libraries of Bosch Group, the
university online library of HFU Business School, the university online
library of FHWS university and company internal data sources, such as
intranet and ‘Bosch Connect’, have been used. By studying the existing
literature, it became clear that there is a lack of profound sources attending
to the relatively new topic, social business, or the way companies use
social media tools as internal communication to their internal customer
(employees). Often, results have been only company or area specific and
difficult to be applied in more general terms.
D. Data analysis method
The method of data analysis using descriptive statistics, test causality in
the classical assumption test and hypothesis test.
1. Data Quality Test
In order to minimize problems, all empirical data used for studies
have two main characteristics and requirements that need to be fulfilled.
This may occur during the research and analysing process.
Reliability and Validity are important concepts in research as they
are used for enhancing the accuracy of the assessment and evaluation of a
research work (Tavakol and Dennick2011, p.53).
a. Validity Test
Validity is something that aim for when measuring something
because it means that you have measured what you intended to measure
39
(Tavakol and Dennick 2011, p.53).
According to (Azwar in Priyatno, 2013), validity of the research can
be seen by doing direct assessment towards coefficient of correlation
and all items that reach the minimum coefficient of correlation (0,30) is
assumed valid.
The thesis is written with the background of Robert Bosch GmbH.
Since all participants are employees of the company, it is to be
assumed, that everyone has very similar background information about
the study and the program itself. Therefore, the validity can be
increased due to the same knowledge being available for all
respondents. Differing cultural backgrounds that could lead to
misinterpretation of the data (Dolnicar and Gruen 2007) can be
neglected, since even with differing social backgrounds, all respondents
live and work in the same environment. Age, which also be social
background forms an exception and can matter of fact influence the
results of the questionnaire.
b. Reliability Test
If a measuring instrument can be used to measure the same set of
objectives repeatedly, displaying the same results, it is said to be
reliable. The stability and internal consistency in tests are defined as
reliable by the quotient of true variance to the total variance. According
to (Ghozali 2005:42), to look at reliability, variable Cronbach Alpha has
a value greater than 0.60.
40
Reliability refers to the consistency, stability and repeatability of
results i.e. the result of a researcher is considered reliable if consistent
results have been obtained in identical situations but different
circumstances (Twycross and Shields 2004, p.36).
2. Classical Assumption Test
To test the assumption of classical primary data, such normality test,
multicollinearity test and heteroscedasticity test will be conducted.
a. Normality Test
Normality test aims to measure whether the remedy in the
regression model the independent variable both have normal or near-
normal distribution. A good regression model is to have a normal or
near-normal distribution. In this study, normality is used for normal
probability plot (PP Plot). A variable is said to be normal if the
distribution of the image data points are spread around the diagonal
line, and unitdirectional data points follow the diagonal line (Santoso
2004, p.212)
Accrding to (Ghazali, 2011: 160), normality test is used to test
whether a regression model, the dependent variable and the
independent variables or both have a normal distribution or not. Good
data is data that has a normal distribution pattern or distribution of the
data is not to the left or to the right.
41
b. Multicollinearity Test
Multicollinearity test is used to remedy test whether the regression
model found a correlation between variables in a multiple regression
model. If there is a high correlation between the independent
variables, then relation between dependent variable may have the
wrong sign because a good regression should not be a correlation
between independent variable, or might be collinear but not too high
(Gani 2015).
According to Imam Ghozali (2005: 91), the cut off value that is
commonly used to show the multicollinearity is tolerance value >0.10
or equals to value VIF <10.
c. Heteroscedasticity Test
Heteroscedasticity test aims to test whether a regression modelof
the residual variance inequality occurs one other observation.
Heteroscedasticity test can be viewed by using the graph plots the
predicted value of the dependent variable with residual. If the graph
plot shows a pattern of dots as points wavy or widened then narrowed,
it can be concluded that free heteroscedasticity has occurred but if the
graph plots do not form a clear pattern, it does not happen
heterocedastisity (Ghozali, 2005, p.139).
Detection of the presence or absence heteroscedasticity done by
looking at the presence absence of certain patterns between SRESID
scatterplot chart consumer decision (Y) and ZPERD (X).
42
3. Hypothesis Testing
a. T-Test Statistics
T-test statistics show how far the explanatory variables or
independent individual variation in the dependent variable explained
and used to determine the presence or absence of the influence of each
independent variable on the dependent variable is individually tested
at the 0.05 level (Ghozali 2005, p.84).
Partial test according to Suliyanto (2004: 65) by using level of
significant (α) = 0,05 and the hypothesis can be depicted as follows:
a. H0 : ß = 0
Functional and emotional values partially do not have influence
toward consumer decision to use social business Bosch Connect.
b. Ha : ß ≠ 0
Functional and emotional values partially have influence toward
consumer decision to use social business Bosch Connect.
c. F-Test Statistics
F-test statistics indicate whether all the independent variables or
free inclusion in the model have the effect of jointly dependent
variable or bound. F-test statistics are used to determine the influence
of all the independent variables included in the regression model
simultaneously tested against the dependent variable at a significant
level of 0.05 (Ghozali 2005, p.84).
Simultaneous test according to Suliyanto (2004: 65) by using
43
level of significant (α) = 0,05 and the hypothesis can be depicted as
follows:
b. H0 : ß = 0
Functional and emotional values simultaneous do not have
influence toward consumer decision to use social business Bosch
Connect.
d. Ha : ß ≠ 0
Functional and emotional values simultaneous have influence
toward consumer decision to use social business Bosch Connect.
4. Multiple Linear Regression
Multiple regression involves a single dependent variable and two
or more independent variables and two or more independent variables. The
questions raised in the context of bivariate regression can also be answered
via multiple regression by considering additional independent variables
(Malhotra 2004, p.511).
Priyanto (2002,p.116) has defined regarding multiple regression
analysis and it is defined to assess the relationship among two or more
variables with one dependent variable. This analysis is also used to predict
the value of dependent variable if the value of independent variables
experience up or down and to know the relation line between independent
variables and dependent variable whether each independent variable has
positive or negative relationship.
44
Analysis method in this research is a multiple linear regression that
is used to test functional and emotional value towards consumer decision
to use Bosch Connect. The equation of multiple linear regression is as
follows:
Y = a + b1X1 + b2X2
Where:
Y = Consumer decision
a = Constanta
X1 = Functional value
X2 = Emotional Value
B1, b2 = Regression coefficient
5. Coefficient of Determination (R2)
The coefficient of determination (R2) measures how far the
model’s ability is to explain the variation in the dependent variable.
Coefficient of determination values are between 0 and 1. A small value of
R2 is the ability of independent variables in explaining the variation in the
dependent variables is very limited. Value close to one means that the
independent variables provide almost all the information needed for the
prediction of the dependent variable variation (Ghozali 2005, p.83).
45
E. Variable Research Operation
Research variable is something that any form specified by the researchers
to be studied in order to obtain information about it, then drawn the
conclusion (Sugiyono 2007,p.59).
The variables in this study are:
1. Independent Variable (X) consist of functional value (X1), emotional value
(X2).
2. Dependent Variable (Y) is the consumer decision to use Social Business
Platform “Bosch Connect”.
Due to the content of the questions, measurement variables could rate a
predefined answer according to their consent with the statement, using a
Likert scale with points from 1 to 5. Whereas 1 being the strongly disagree
and 5 being the strongly agree. According to (Bertram 2007), Likert scale is
to obtain respondent preferences or degree of agreement with a statement or
set of statements.
a. Independent variable is a variable which value does not depend on other
variables, consisting of:
1) Functional Value (X1)
According to (Sheth et al. 1991) define functional value as “the
perceived utility acquired from an alternative’s capacity for
functional, utilitarian or physical performance”. Functional attributes
46
and rational thoughts dominate the consumption decision-making
process, in which self-oriented value is highly prominent such as the
quality, uniqueness, usability, reliability and durability.
According to (Abend 2012) on his thesis at Bosch Rexroth, in the
case of usability of social business “Bosch Connect” toward
purchasing department can be determined that the influence of
consumer decision (employees) are the functional value which are
easy information sharing, finding expert, and faster problem solving
Functional Value refers to functional value of a product. It
covers the values of convenience, economy, and quality as sub-
categories. In practice, convenience is defined in various ways that
include concepts such as accessibility, appropriateness, of
unpleasantness, or compatibility to the local context rather than just as
a matter of saving time and effort (Boztepe 2007).
2) Emotional Value (X2)
According to (Sheth et al. 1991), Emotional value represents “the
perceived utility acquired from an alternative’s capacity to arouse
feelings or affective states”. Indeed, several types of goods and
services are associated with emotions. Certainly, many of us have
acknowledged the widespread exploitation of feelings in advertising,
as many companies utilize associations aroused by feelings of comfort
in their marketing strategies.
47
Although many manufactured product may create the emotional
value for the consumer, it is usually associated with the consumption
of esthetic and hedonic products or services, such as Social Media.
Consumption of hedonic products or services underlines “those facets
of consumer behavior that relate to the multi-sensory, fantasy and
emotive aspects of one’s experience with products” as this behavior is
pleasure seeking (Holbrook and Hirschman 1982, p.92). Hedonic
products and services include multisensory features and imply
experiential consumption, fun, and excitement, etc. Every product can
be as much hedonic as it is perceived to be by an individual (Khan et
al. 2004). (Russell and Pratt 1980) suggest that there are four basic
emotional states (pleasant, unpleasant, arousing and sleepy).
Measuring the emotional value, (Sweeney and Soutar 2001) deploy
scale items, such as feeling relaxed, enjoying consumption and
receiving pleasure. (Petrick 2002) notes that in order to create
emotional value consumption should make consumer feel good and
delighted, give pleasure and sense of joy, and bring happiness.
Emotional value refers to the affective benefits of a product for people
who interact with it, benefits such as pleasure or fun. Such benefits
arise from affective experiences, which, according to (Desmet and
Hekkert 2007). While (Norman 2004) describes the ascription of
emotional value primarily as a psychological phenomenon.
48
b. The dependent variable is the variable that is influenced by other
variables. In this research, the dependent variable is the consumer
decision to use Bosch Connect at example of CI Marketing Department.
Table 3.1
Operational Research Variable
VARIABLES Sub Variables Indicator SCALE
Functional
Value (X1)
(Abend 2012),
(Sheth et al.
1991) and
(Boztepe 2007)
a. Easy Easy information sharing Likert Scale
b. Expert Finding expert
c. Faster Faster problem solving
d. Quality Good Quality
Performance
e. Uniqueness Special features
f. Usability User friendly
g. Reliability Product is rarely error
Emotional
Value (X2)
(Sheth et al.
1991) and
(Boztepe 2007)
a. Enjoyment Relaxation Likert Scale
b. Pleasure User intended for
entertainment
c. Sentimentality Memorability
49
Consumer
Decision (Y)
(Solomon et al.
2012)
a. Problem
Recognition
Aware of the difference
between current and
desire communication
platform
Likert Scale
b. Information
Search
Collecting data from
internal and external
c. Evaluation of
Alternatives
Evoked: Platform is well-
known
d. Product
Choice
Determine
selection among
alternatives
e. Outcomes Satisfaction Level
50
Chapter IV
Analysis and Result
A. General Description of Research Object
1. Robert Bosch GmbH
Robert Bosch GmbH founded in 1886 in Stuttgart, is a German
multinational engineering and electronics company (Robert Bosch
GmbH, 2013a) . The world’s largest supplier of automotive components in
the field of technology and services owns more than 630 subsidiaries and
regional companies in more than 60 countries (Robert Bosch GmbH,
2016) . Including service partners, the company is represented in more
than 150 countries (Robert Bosch GmbH, 2016a) . Robert Bosch GmbH
employed more than 390,000 employees and generated revenue of EUR
73,1 billion euro in 2016 in its four main business sectors: automotive
technology, industrial technology, consumer goods and energy, as well as
building technology (Robert Bosch GmbH, 2016a) . Main company
values promote and communicate sustainability, innovation, respect,
openness and trust, as well as fairness and diversity (Robert Bosch GmbH,
2013a).
a. CI Department Community
CI Marketing creates a consistent image of CI and makes a major
contribution to CI customer satisfaction worldwide through its
excellence in strategic development, market intelligence, marketing
strategy, innovation management and internal and external
51
communication. Our excellent marketing communication means we:
communicate according to target group specific information needs.
Provide comprehensive information on CI products and services.
Communicate a consistent image of CI and promote our unique selling
point both internally and externally.
b. CI Vision
We, as a business partner, drive operational excellence, shape
smart solutions and create competitive advantages for Bosch in the
digital world.
We inspire with best in class services
We innovate with an entrepreneurial mindset
We empower new business models and revenue streams
We are a diverse, agile and highly skilled team
CI. Connecting Bosch!
2. Bosch Connect
Bosch Connect is software developed by IBM and very closely
related to their own network called IBM Connections. Dr. Erik Wüstner
(personal communication on November 6th 2016) was able to confirm if he
presented the reasons why Bosch chose IBM for its new Social Business
Network. It was introduced to pilot departments in August 2012, with
more than 40.000 participating associates. They were using the platform in
selected international and sectorial use cases, to exchange knowledge, to
generate ideas and to work together more efficiently.
52
In September 2013, ‘Bosch Connect’ was introduced at Bosch
worldwide, as an open and transparent working and collaboration platform
and to generate a more transparent, open and flexible organization,
available for all associates, partners and consumers. Everyone in the
company, who has access to the current system, called Bosch Global Net
(BGN), or the intranet, also was granted the access to Bosch Connect. The
BGN has been the single source for information until the introduction of
Bosch Connect. A discussion came up, if the BGN will be replaced by
Bosch Connect in the future, as an easier data handling system. The BGN
is a structures and official channel of the Bosch Group (inside.eLibrary of
Bosch 2015).
The goal of Bosch’s social business (Bosch Connect) is to generate
value through networking and better collaboration of employees. Social
networks are integrated to speed up business, gain real time insight and
compose better decisions. Only the future will tell, whether the platform
can hold what it promised. Continuous improvements have to be done, to
transform limitations into advantages.
By introducing Bosch Connect, the company also introduced the
term “Enterprise 2.0”, which means the company-wide use of social
software for cooperation, knowledge management, and connected
communication both internally and externally. Enterprise2.0 encourages
associates to share knowledge freely and, if used properly, can generate
added value for the company.” The aim of Bosch Group’s Enterprise 2.0 is
53
to describe the change in a corporate culture towards more trust, openness
and transparency as a required perquisite to promote and demand the
exchange of knowledge across locations and organizational structures. It is
planned to develop leadership style to mentoring and coaching of
networked teams (inside.eLibrary of Bosch 2014).
A project group called “G40 Enabling Enterprise 2.0” was
established to introduce the concept of Enterprise 2.0 and connect the
company through the use of social media. The goals for the project were
announced as “Cooperate. Communicate. Create.” to increase flexibility,
enhance communication and cooperation among employees and with
consumers or stakeholder groups. Enterprise 2.0 enables a web-based
collaboration platform, with social media as a role model (inside.eLibrary
of Bosch 2014).
a. Functions of Bosch Connect
1) Community
To enable specific project work and the inter-unit and
interdisciplinary development of ideas, each community has its own
page on ‘Bosch Connect’ where all the information on the project is
presented transparently and made visible to everyone. As a source of
new ideas and strategies, the communities are non-hierarchical and
operate parallel to the existing structural organization at Bosch. In
certain cases, they may even develop into a "business in the business"
which integrates seamlessly into the company and opens up new
54
business fields. Any associate can set up a community on Bosch
Connect. Anyone setting up a new community should do so in line
with the values and objectives of the company. It is important to define
a specific application and consider whether a new community would
be beneficial, or whether more added value would be achieved by
networking with an existing community. A community can also have
sub- communities, which deal with more specified topics than in the
more general “mother- community” (inside.eLibrary of Bosch 2014).
2) Forum
A forum is a board for an online discussion, where people ask
questions, share their experiences with others, benefit from the
expertise of other people and start discussions on a particular topic or
discuss solutions to common problems.
In Bosch Connect forums can be stand-alone for overall topics or
they can be assigned to a community. In a separate forum anyone can
publish a topic or comment on a topic. However, to access a
community forum the person has to be a member of the community.
(inside.eLibrary of Bosch 2014).
3) Wiki
A wiki is an information repository, to share objective information
e.g. about the community goals. The main characteristics of a wiki are:
55
objective information (content is important, not the author), up-to-date
information and everybody can make changes. The wiki in Bosch
Connect has the same characteristics as any wiki in the web
(inside.eLibrary of Bosch 2014).
4) Blog
As mentioned earlier a blog is a journal to communicate thoughts
and ideas and getting feedback through comments. A blog can either
be in a community where all community members can blog or post
texts by a single person who wants to inform interested employees
about their new findings. At ‘Bosch Connect’ there is a second type of
blog called “ideation blog”. It is used to share ideas and let people vote
democratically on the best. Examples for ideation blogs are process
improvements, innovations for new products and new feature request
ideas for existing products or tools (inside.eLibrary of Bosch 2014).
5) Events/Activities
In the tool ‘activity‘ an overview of all the important tasks is
shown and can be managed efficiently by passing on activities,
documents, and other content. The tool ‘events’ is used to release
information about important events and date announcements relating to
the community (inside.eLibrary of Bosch 2014).
56
6) Metrics
Managing online communities mostly comes down to analyzing
how the content you post is noticed by the viewers. The more
possibilities you have to analyze that, the more likely you will identify
what has the most potential of becoming an interesting post for your
followers (inside.eLibrary of Bosch 2014).
In the internet, Google Analytics is the most used and maybe the
most powerful tool to analyze visitors. With countless functions to
filter those analytics, it is almost guaranteed that you will find what
you are looking for. For example, seeing where your visitors came
from (mail, direct hit, search), from which country visitors access your
website or even which device they use to browse.
In Bosch Connect we have analytic software is called metrics. Metrics
is a Google Analytics-like analysis tool for Bosch Connect. It is not as
detailed as the internet solution by Google, but it was surprised how
much info you can actually get out of this extension. Metrics is only
available to community owners after requesting a role for your NT user
at the IT support. After the role was assigned to your user, Metrics will
show up in the community navigation on the left side menu of Bosch
Connect (inside.eLibrary of Bosch 2014).
57
B. Result and Discussion
1. Respondents Characteristics
Respondents in this research were CI Marketing Department that were
distributed to 70 employees. Since all participants are employees of the
company, it is to be assumed, that everyone has very similar background
information about the study and the program itself.
a. General description of characteristic respondents by gender
From research conducted by the questionnaire distributing method
that send out within company internal email of consumers’ decision to
use social business platform “Bosch Connect” in the area of CI
Marketing Department Community into gender of the respondents as
follows:
Table 4.1
Characteristics of Respondents by Gender
Gender Total Percentage (%)
Male 38 54.3
Female 32 45.7
Total 70 100
Source: Processed Primary Data, 2016
Based on table 4.1, it can be clearly seen that the respondents in
this study showed about 38 people or about 54.3% of respondents are
58
dominated by male gender and the remaining 32 people or about 45.7%
of female gender.
b. General Description of characteristics respondents by age
The respondents can be grouped as follows:
Table 4.2
Characteristics of Respondents by Age
Age Total Percentage (%)
20 – 35 years’ old 22 31.4
35 – 50 years’ old 33 47.2
>50 years’ old 15 21.4
Total 70 100
Source: Processed Primary Data, 2016
Table 4.2 illustrates the respondents by age. The age grup is
divided into 3 parts i.e 20 – 35 years old, 35 – 50 years old, and > 50
years old. Respondens were aged 35 – 50 years old dominate that as
much as 47.2%.
59
c. General description of characteristics respondents by occupation
The occupation of the respondents can be grouped as follows:
Table 4.3
Characteristics of Respondents by Job
Occupation Total Percentage (%)
Senior Manager 10 14.3
Manager 12 17.1
Employee 38 54.3
Working Student 6 8.6
Intern 4 5.7
Total 70 100
Source: Processed Primary Data, 2016
Based on the table 4.3 can be seen that the rate of respondents who
are using Bosch Connect in CI Marketing Department area are
indicating their occupation as employee that as many as 38 people,
equivalent to 54.3% of the total. While employees are using Bosch
Connect because their exploration and instructed by their manager to do
the job on Bosch Connect such publish the data, news, information, and
etc.
60
2. Descriptive Analysis
We have seen from the characteristics of respondents and the author
want to analyze the answer of questionnaires that have been spread out to
70 respondents who have knowledge and have been using Bosch Connect.
The analysis encompasses every statement of the questionnaires which
becomes the indicator of variable that is researched, and according to
George and Carl, 2013 by using interval theory can be measured whether
the variable is good or not. as follows:
a. Functional Value consist of several indicator, as follows:
In this research, the variable of functional value is measured by
seven indicators. The description of the result as follows:
Table 4.4
Indicator of Functional Value
No Indicator Empirical
Score
Ideal
Score
Percentage
(%)
Criteria
1 Easy
information
sharing
291 500 58,2 Good
2 Finding
expert
301 500 60,2 Good
3 Faster 292 500 58,4 Good
61
problem
solving
4 Good
Quality
Performance
291 500 58,2 Good
5 Special
features
298 500 59,6 Good
6 User
friendly
212 500 42,4 Not
Good
7 Product is
rarely error
292 500 58,4 Good
Source: Primary Data Processed
Table 4.4 above, depict that each of the indicator shows that
easy information sharing (58,2%) , finding expert (60,2%), faster
problem solving (58,4%), good quality performance (58,2%),
special features (59,6%), product is rarely error (58,4%), while user
friendly (42,4%) is categorized as not good. It shows that by
improving bosch connect as user friendly will increase employees
to use Bosch Connect.
b. Emotional Value consist of several indicator, as follows:
62
In this research, the variable of emotional value is measured by
three indicators. The description of the result as follows:
Table 4.5
Indicator of Emotional Value
No Indicator Empirical
Score
Ideal
Score
Percentage
(%)
Criteria
1 Relaxation 321 500 64,2 Good
2 User
intended for
entertainment
309 500 61,8 Good
3 Memorability 330 500 66 Good
Source: Primary Data Processed
Table 4.5 above, depict that each of the indicator shows that
Relaxation (64,2%) , user intended for entertainment (61,8%),
Memorability (66%) are categorized as good. It shows that all
indicators proof the emotional value can influence employees to
use Bosch Connect.
c. Consumer Decision consist of several indicator, as follows:
In this research, the variable of consumer decision is measured by
five indicators. The description of the result as follows:
63
Table 4.6
Indicator of Consumer Decision
No Indicator Empirical
Score
Ideal
Score
Percentage
(%)
Criteria
1 Aware of the
difference
between current
and desire
communication
platform
284 500 56,8 Good
2 Collecting data
from internal and
external
321 500 64,2 Good
3 Platform is well-
known
303 500 60,6 Good
4 Determine
selection among
alternatives
322 500 64,4 Good
5 Satisfaction Level 300 500 60 Good
Source: Primary Data Processed
64
Table 4.6 above, depict that each of the indicator shows that
Aware of the difference between current and desire communication
platform (56,8%) , Collecting data from internal and external
(64,2%), Platform is well-known (60,6%), Determine selection
among alternatives (64,4%), Satisfaction Level (60%) are
categorized as good. It shows that all indicators proof the consumer
decision to use Bosch Connect.
3. Data Quality Test Results
a. Validity Test Result
Validity test is used to measure whether a legal or valid
questionnaires. A questionnaire as valid if the questions in the
questionnaire were able to reveal something that will be measured by
questionnaire (Ghozali, 2011). Before the author spread out questionnaires
to the people firstky he author did tryout toward those statements in order
to know either how many statements that will be valid or invalid. The
author did tryout by spreading 20 questionnaires consisted of 15
statements.
According to Azwar in Priyatno (2013: 19) validity of the research
can be seen by doing direct assessment towards coefficient of correlation
and it can be done by using minimum amount of correlation is 0,30. The
score of correlation can be seen in the Corrected Item-Total Correlation
and the minimum amount to be identified as valid question is 0,30. Total
research sample is 70 people thus it can be concluded value of (df) = 70-2
65
or value of df is 0,235. It can be said to be valid is r test > r table (Ghozali,
2011: 47).
Table 4.7
The Tryout Result of Validity Test
No Indicators
Corrected
Item-Total
Correlation
R Table Declaration
1 Functional Value 1 0.678 0.235 Valid
2 Functional Value 2 0.542 0.235 Valid
3 Functional Value 3 0.555 0.235 Valid
4 Functional Value 4 0.347 0.235 Valid
5 Functional Value 5 0.660 0.235 Valid
6 Functional Value 6 0.303 0.235 Valid
7 Functional Value 7 0.600 0.235 Valid
8 Emotional Value 1 0.532 0,235 Valid
9 Emotional Value 2 0.919 0,235 Valid
10 Emotional Value 3 0.919 0,235 Valid
11 Consumer Decision 1 0.755 0,235 Valid
12 Consumer Decision 2 0.755 0,235 Valid
13 Consumer Decision 3 0.457 0,235 Valid
14 Consumer Decision 4 0.597 0,235 Valid
15 Consumer Decision 5 0.636 0,235 Valid
Source: Primary Data Processed by SPSS 26.0
66
b. Reliability Test Result
Reliability test shows how far a measurement can give the resukts that
are not different even if the re-measurement is done towatds the same
object. Tryout of reliability test uses Chronbach Alpha. According to
(Ghozali 2005:42), to look at reliability, variable Cronbach Alpha has a
value greater than 0.60. The table below shows the tryout results for each
variable in this study from several tables as follows:
Table 4.8
The Tryout Result of Functional Value
Reliability Statistics
Cronbach's
Alpha
N of Items
.649 7
Source: Primary Data Processed by SPSS 26.0
Table 4.8 shows the value of Cronbach’s Alpha of functional value
variable is 0.649 or 64.9% so it can be concluded that the statements in the
questionnaire are reliable because it has Cronbach’s Alpha value greater
than 0.6. Which means 0.649 > 64.9%.
Table 4.9
The Tryout Result of Emotional Value
Reliability Statistics
Cronbach's
Alpha
N of Items
859 3
Source: Primary Data Processed by SPSS 26.0
67
Table 4.9 shows the value of Cronbach’s Alpha of functional value
variable is 0.859 or 85.9% so it can be concluded that the statements in the
questionnaire are reliable because it has Cronbach’s Alpha value greater
than 0.6. Which means 0.859 or 85.9%.
Table 4.10
The Tryout Result of Consumer Decision
Reliability Statistics
Cronbach's
Alpha
N of Items
.531 5
Source: Primary Data Processed by SPSS 20.0
Table 4.10 shows the value of Cronbach’s Alpha of Costumer
Decision variable is 0.605 or 60.5% so it can be concluded that the
statements in the questionnaire are reliable because it has Cronbach’s
Alpha value greater than 0.6. Which means 0.605 or 60.5%.
4. Test Result of Classical Assumption
1) Normality Test Results
Normality test is used to test whether a regression model, the
dependent variable and the independent variables or both have a normal
distribution or not. The result of normality data test using Kolmogorov-
Smirnov test is shown in the following table:
68
Table 4.11
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 70
Normal Parametersa,b
Mean 0E-7
Std. Deviation 1.75885963
Most Extreme Differences
Absolute .067
Positive .055
Negative -.067
Kolmogorov-Smirnov Z .560
Asymp. Sig. (2-tailed) .913
a. Test distribution is Normal.
b. Calculated from data.
Source: Primary Data Processed
Based on the result of Kolmogrov-Smirnov test, the value of
Asymp Sig (2-tailed) is 0.913 and its value is bigger than significant level
of 0.05. According to (Priyatno 2012, p.38), if significant value (Asym
Sig 2 tailed) < 0.05, data is not normally distributed. Therefore, it can be
conclude that the data is normal distributed.
According to (Ghazali 2011, p.160) good data is data that has a
normal distribution pattern or distribution of the data is not to the left or to
the right. Regression mode is both data distribution normal or near
normal.
69
Figure 4.1
Normality Test Result Using P-Plot Graph
Source: Primary Data Processed by SPSS 26.0
Figure 4.2
Normality Test Result Using the Histogram Chart
Source: Primary Data Processed by SPSS 26.0
Figure 4.1 shows that the data are spread around the diagonal line
and follow the direction of the diagonal line, and Figure 4.2 also shows a
70
histogram chart shows that the regression models to meet the
assumptions of normality. This graph is absolutely dominated
respondents that the statements on the variables have the same
assumption on such a scale.
Caused also by the uniformity of the respondents after the
respondent answer inputted into SPSS and SPSS output as in probability
plot and histogram chart with the distribution if the above but still
normally distributed.
2) Multi-Collinearity Test
This test aims to test whether in the regression models correlation
is found between the independent variable. A good regression models
should have no correlation between the independent variable.
According to Imam Ghozali (2005: 91), the cut off value that is
commonly used to show the multicollinearity is tolerance value >0.10 or
equals to value VIF <10. To see multicollinearity test results, it can be
viewed in the following table:
71
Table 4.12
Multicollinearity
Coefficientsa
Model Unstandardiz
ed
Coefficients
Standardiz
ed
Coefficient
s
T Sig. Collinearity
Statistics
B Std.
Error
Beta Tolerance VIF
1
(Constant) 2.623 2.062 1.278 .206
FUNCTIONAL
VALUE .094 .066 .124 1.420 .160
.796 1.256
EMOTIONALV
ALUE .456 .096 .538 4.740 .000
.796 1.256
Source: Primary Data Processed by SPSS 26.0
Based on the result above, the value of VIF for functional value is
1,256, and the value of VIF for emotional value is 1,256. It can be seen
that the value of VIF (Variance Inflation Factor) for all independent
variables is less than 10.
The value of Tolerance for functional value is 0,796, and the value
of Tolerance for emotional value is 0,796. The value of Tolerance for all
independent variable is also bigger than 0,10.. Thus, it can be concluded
that there is no multicollinearity among the independent variables in the
regression model and can be used in research.
72
3) Heteroscedasticity Test result
Heteroscedasticity test conducted to test whether a regression
model of the residual variance occurs inequality an observation to
observation others. Detection of the presence or absence
heteroscedasticity done by looking at the presence absence of certain
patterns between SRESID scatterplot chart consumer decision (Y) and
ZPERD (X) are shown in Figure 4.3.
Figure 4.3
Heteroscedasticity Test
Source: Primary Data Processed by SPSS 26.0
From the Scatter plot diagram in figure 4.3 above, it can see that
the dots are spread widely, below and above, or in other words, it is not
grouping in one side only but in both sides. The dots alsp have no pattern.
73
Thus, it can be concluded that this data are free from heteroscedasticity
problem.
5. Hypothesis Test Results
Hypothesis testing is done using multiple regression analysis
models namely:
a. The Results of T-Test Statistics
T test basically showed significant or not affect one (1) individual
independent variable on the dependent variable. This test is performed
with a significance level α = 0.05. The test results are as follows:
Table 4.13
T-Test Statistics
Model Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
B Std.
Error
Beta
1
(Constant) 2.632 2.062 1.278 .206
FUNCTIONALVA
LUE .094 .066 .124 1.420 .160
EMOTIONALVAL
UE 1.209 .149 .707 8.115 .000
Dependent Variable: Y
Source: Primary Data Processed
According to the table 4.13, it can be seen that the variable of
functional value has no significant value of 0.160 which is bigger than
0.05 (0.160 > 0.05) and also has t count of 1.420 which is less than t
table 1.670. Hence, it can be interpreted that the functional (X1) partially
74
no significant effect on consumer decision (Y) which means that H1 is
rejected. This result is consistent with the research regarding “what value
do users drive from social networking application” was done by Larry
Nelae and Rebekah Russel-Bennett, 2009. That stated if functionality is a
must, but however functionality is not influence enough. It must be
combined with either social or emotional value to create the feeling of
“coolness” that given user to recommend an application to their friends.
The variable emotional value of 0.000 which is less than 0,05 (0.000
< 0.05 ) and also has t count of 8.115 which is greater than t table of
1.670 (8.115 > 1.670). Hence, it can be interpreted that the emotional
value (X2) partially positive and significant effect the consumer decision
(Y) which means that H2 is accepted. The result is consistent with the
previous research within Bosch regarding “Usability of social business
“Bosch Connect” toward purchasing department” was done by Nicola
Abend, 2012. The result stated if the consumer (employees) use social
business Bosch Connect because it’s emotional value.
b. The Results of F-Test Statistic
F-test statistics used to determine the influence of all the
independent variables included in the regression models
simultaneously on the dependent variable were tested at the 0.05
level. The F-test results can be seen in Table 4.14:
75
Table 4.14
F-Test Statistics
ANOVAa
Model Sum of
Squares
Df Mean Square F Sig.
1
Regression 313.114 2 156.557 49.140 .000b
Residual 213.458 67 3.186
Total 526.571 69
a. Dependent Variable : CONSUMER DECISION
b. Predictors : (Constant), EMOTIONAL VALUE, FUNCTIONAL
According to the table above for simultaneously testing the
hypothesis that the value of F 49.140> F 0,05 and level of significance of
0.000 <0.05 can thus be said that the emotional value and functional
simultaneously positive effect and significant impact on consumer
decision to use social business Bosch Connect which means the H3 is
accepted. This result is consistent with the previous research regarding
“Why People Use Social Media Platforms: Exploring the Motivations
and Consequences of Use” done by Petri Hallikainen 2006 that users
would use social media influenced by functional, emotional value and
other values which are not calculated in this research.
6. Multiple Linear Regression Test
a. Regression Equation
Technique of analysis that has been used in this research is the
multiple linear regression. Analysis of multiple linear regression is used as
the analysis tools of statistics because this research has been designed to
76
research the variables which have influence among independent variables
and dependent variable. Regression equation can be determined by seeing
the table 4.11 below:
Table 4.15
The Result of Multiple Linear Regression
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std.
Error
Beta
1
(Constant) 2.636 2.062 1.278 .206
FUNCTIONAL
VALUE .094 .066 .124 1.420 .160
EMOTIONALV
ALUE 1.209 .149 .707 8.115 .000
According to the table 4.15, the regression equation model is obtained
as follow:
Y = 2.636+ 0.094X1 + 1.209X2 + e
Y = Consumer decision to use Bosch Connect
X1 = Functional Value
X2 = Emotional Value
From the equation above, it can be concluded that a constant value is
2.636. It implies that if Functional Value X1, and Emotional Value X2 are
77
held constant, so the dependent variable for consumer decision to use
Bosch Connect is 2.636.
The regression equality shows that the regression coefficient of
variable functional value is positive. It means, there is a positive
relationship between functional value and consumer decision.
The regression equality shows that the regression coefficient of
variable emotional value is positive. It means, there is a positive
relationship between emotional value and consumer decision.
b. Determination Coefficient (Adjusted R2)
The test results can be seen in the coefficient of determination
column Adjusted R Square, where the value of the coefficient of
determination is between zero and one are shown in the following table:
Table 4.16
(Coefficient of Determination Test Results)
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .771a .595 .583 1.785
a. Predictors: (Constant), Functional Value, Emotional Value
b. Dependent Variable: Consumer Decision
Source: Processed primary data by SPSS 26.0
From the coefficient determination table 4.16 above, the adjusted R
square number is 0.595 Or 59.5 %. It means all of independent variable
like functional value and emotion value toward consumer decision
have significant influence of 59.5 %. Thus, the residual coefficient,
78
around 0.405 or 40.5% (1 — 0.405) will be explained by the other factors
that is not calculated in this research.
7. Analysis
a. Functional Value (X1)
The hypothesis test result shows that the functional value is not
significantly influence to the consumer decision to use social business
Bosch Connect. It can be seen in the significant value of t test as amount
0.160. This could happen might because Bosch company has others
communication platform that are more useful for employees, and the
characteristics such as gender and age of the employees are also might
influence their decision to use social business bosch connect.
b. Emotional Value (X2)
The hypothesis test result shows that the emotional value is
significantly influence to the consumer decision to use social business
Bosch Connect. It can be seen in the significant value of t test as amount
0.000. This could happen because the employees of CI Marketing
Department are really fancy, powerful, and creative as they also adapt
Next Generation Workplaces (NGW) project that influenced them to use
Bosch Connect because they can share their information and even play
around with their creativity.
79
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusion
Based on the result of this research on the variables that influence the
consumer decision to use Bosch Connect platform by using the variable
functional value, and emotional value, the conclusions are as follows:
1. Based on statistics test, the result of t test on the significant level 0,05
explain that the variable of this research such as functional value partially
do not influence toward dependent variable that is consumer decision to use
Bosch Connect platform. While, variable of emotional value have partially
influence consumer decision to use Bosch Connect platform.
2. Based on statistics test, the result of f test analysis shows that all
independent variables of this research such functional value, emotional
value have simultaneously influenced the consumer decision to use Bosch
Connect with significant less than 0,05.
3. Based on questionnaires result, the indicator of “user friendly” stated that
most employees are not agreeing if Bosch Connect is user friendly.
4. The most dominant independent variable is emotional value that influenced
consumer decision to use social business Bosch Connect.
B. Suggestion
Based on the conclusion above, the suggestion of this research can be stated as
follows:
80
1. For the Company:
The test result show that functional value have partially influenced
towards consumer decision to use Bosch Connect but emotional value
have more dominant influenced the consumer decision to use Bosch
Connect. Therefore, the company should consider functional value
variable and to take decision whether to continue the E2.0 project and
using appropriate marketing strategy to increase the users to use Bosch
Connect as communication platform or end the project. This can be
achieve by doing several things, as follows:
a. Based on the data that has been acquired, Bosch Connect has good
enough because employees can use it for find information and share
knowledge to Bosch employees worldwide but Bosch Connect team
also have to take consider about its functionality whether the function is
user friendly, and easy to use.
b. Based on the data has been acquired, most of employees have agreed
that Bosch Connect has good design as the team project always
improve the design as the latest version looks like Facebook. Obtaining
the label of good design can influence the reason of consumer to use
Bosch Connect as their communication platform but not their main
communication platform.
c. Based on the data has been acquired, most of employees have not agree
if Bosch Connect is user friendly. Therefore, Bosch Connect team have
81
to take consider its usability to be more user friendly such what features
needs to have, which button and link should exist and where they
should be placed and the important thing is Bosch Connect should not
created to homogenous group, it should be user friendly for employees
who know HTML or neither. Improve its usability will influence
employee to move from BGN and use social business Bosch Connect.
d. Therefore, Bosch Connect teams still need some improvement with the
good concept because the good design is not the only one reason that
influenced consumers to use Bosch Connect. Eventually, the good
communication platform can be created by creating a platform that has
functional value and emotional value
2. For Readers:
Based on the result from questionnaires that has been acquired, the
author can be said that the result is more dominating in emotional value,
this could happen because the employees of CI Marketing Department are
really fancy, powerful, and creative as they also adapt Next Generation
Workplaces (NGW) project but we also need to help Bosch Connect team
to improve social business Bosch Connect as follows:
a. Support their project to make transparent within Bosch employees by
using social business Bosch Connect.
b. Support their project such open a forum in CI Global Community and
getting feedback from members e.g. Which function that they expect of
Bosch Connect? And not mention about the design because based on
82
the result of this research, Bosch Connect team have successfully
improve the design, thus they don’t need to improve it anymore.
c. Support their project by still using and keep update promotion such as
CI News, Tip of the Week, Training and etc in social business Bosch
Connect and spread the word to use Bosch Connect to make more
transparent between Bosch employees or even board management.
3. For Researcher
This research is not only to complete my bachelor degree in
International Management at UIN Jakarta, but also for gained and apply
knowledge and experience that author have during study in Indonesia and
Germany.
C. Limitations and Recommendation
The limitations of this research are:
1. The variables of this research are only limited to Functional and Emotional
value therefore the author does not consider on the other variables such
social, epistemic and conditional value that might influence the consumer
to use social business Bosch Connect.
2. The respondent of this research is only limited for CI Marketing
Department. Therefore, the author suggests in the future the coverage of
respondent should be enlarged to some department in order to get
accurately data.
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Result of Functional Value(X1)
No Q1 Q2 Q3 Q4 Q5 Q6 Q7 SUM
1 4 4 4 4 4 5 1 26
2 4 4 4 2 2 4 1 21
3 4 3 5 1 1 4 5 23
4 4 5 4 5 4 4 4 30
5 5 5 4 4 4 4 4 30
6 5 5 5 5 5 5 5 35
7 4 4 4 5 4 5 4 30
8 5 5 4 5 4 5 4 32
9 4 4 5 1 5 4 5 28
10 5 5 5 5 5 5 3 33
11 4 5 5 5 4 4 5 32
12 4 5 5 5 4 4 3 30
13 4 4 4 5 4 5 5 31
14 4 4 4 5 4 4 1 26
15 4 4 4 4 4 4 1 25
16 4 4 4 4 4 4 4 28
17 4 4 4 5 4 5 4 30
18 4 4 5 5 5 4 4 31
19 4 4 4 4 4 4 4 28
20 1 4 4 4 5 5 3 26
21 4 4 4 4 4 4 3 27
22 4 4 4 5 4 4 1 26
23 4 4 5 4 4 5 1 27
24 4 4 4 5 4 4 3 28
25 4 4 4 5 3 5 3 28
26 3 3 5 4 5 4 3 27
27 5 5 4 5 3 4 3 29
28 3 3 4 4 5 5 3 27
29 3 3 4 4 5 4 3 26
30 3 3 4 4 3 4 3 24
31 5 5 5 4 5 4 1 29
32 3 3 4 4 3 4 3 24
33 3 3 4 5 3 4 1 23
34 3 3 4 5 3 4 3 25
35 5 5 5 4 5 5 3 32
36 5 5 4 5 3 5 3 30
37 3 3 3 4 3 4 3 23
38 3 3 5 4 3 5 3 26
39 3 3 3 5 3 5 3 25
40 3 3 5 5 5 5 3 29
41 3 3 3 4 3 4 3 23
42 5 5 3 4 5 3 2 27
43 3 3 3 4 3 3 2 21
44 1 4 3 3 3 3 2 19
45 5 5 5 3 3 3 2 26
46 3 3 5 3 5 3 2 24
47 5 5 3 5 5 3 1 27
48 5 5 3 3 5 3 2 26
49 5 5 5 3 5 3 4 30
50 5 5 3 3 5 3 4 28
51 5 5 3 3 5 3 4 28
52 5 5 3 3 5 3 1 25
53 5 5 3 3 5 3 3 27
54 5 5 3 3 5 3 3 27
55 5 5 3 3 5 3 3 27
56 5 5 5 3 5 5 3 31
57 2 4 3 3 5 5 3 25
58 5 5 5 3 5 2 3 28
59 5 5 5 5 5 3 4 32
60 5 5 5 5 5 5 4 34
61 5 5 5 5 5 5 4 34
62 5 5 2 5 5 5 4 31
63 5 5 5 5 5 5 3 33
64 5 5 5 5 5 5 3 33
65 5 5 5 5 5 5 3 33
66 5 5 5 5 5 5 3 33
67 5 5 5 5 5 5 3 33
68 5 5 5 5 5 5 3 33
69 5 5 5 5 5 5 5 35
70 5 5 5 5 5 5 4 34
Result of Emotional Value (X2)
No Q1 Q2 Q3 SUM
1 1 1 1 3
2 2 2 2 6
3 5 5 5 15
4 4 4 4 12
5 4 5 5 14
6 5 4 4 13
7 5 5 5 15
8 5 4 4 13
9 4 5 5 14
10 5 5 5 15
11 5 4 4 13
12 5 3 3 11
13 5 4 4 13
14 5 3 3 11
15 4 4 4 12
16 4 4 4 12
17 3 2 2 7
18 5 4 4 13
19 4 4 4 12
20 5 5 5 15
21 4 4 4 12
22 5 5 5 15
23 4 4 4 12
24 5 4 4 13
25 4 2 2 8
26 4 4 4 12
27 4 5 5 14
28 4 4 4 12
29 4 4 4 12
30 4 4 4 12
31 4 5 5 14
32 3 2 2 7
33 5 5 5 15
34 3 2 2 7
35 3 4 4 11
36 5 3 3 11
37 3 3 3 9
38 5 3 3 11
39 5 3 3 11
40 3 5 5 13
41 3 5 5 13
42 3 5 5 13
43 5 3 3 11
44 5 3 3 11
45 3 3 3 9
46 3 3 3 9
47 3 5 5 13
48 3 3 3 9
49 3 3 3 9
50 3 3 3 9
51 3 3 3 9
52 3 5 5 13
53 3 3 3 9
54 3 3 3 9
55 3 3 3 9
56 3 3 3 9
57 5 3 3 11
58 5 5 5 15
59 5 5 5 15
60 5 5 5 15
61 5 5 5 15
62 5 5 5 15
63 5 5 5 15
64 5 5 5 15
65 5 5 5 15
66 5 5 5 15
67 5 5 5 15
68 5 5 5 15
69 5 5 5 15
70 5 3 3 11
Result of Consumer Decision (Y)
No Q1 Q2 Q3 Q4 Q5 SUM
1 1 1 1 1 1 5
2 2 2 2 1 4 11
3 5 5 5 1 4 20
4 4 4 4 5 5 22
5 4 4 5 5 5 23
6 5 5 4 5 5 24
7 5 5 5 5 5 25
8 5 5 4 5 5 24
9 4 4 5 4 4 21
10 5 5 5 5 5 25
11 5 5 4 5 5 24
12 5 5 3 4 5 22
13 5 5 4 5 4 23
14 5 5 3 5 5 23
15 4 4 4 4 5 21
16 4 4 4 4 4 20
17 3 3 2 3 4 15
18 5 5 4 4 4 22
19 4 4 4 4 4 20
20 5 5 5 3 4 22
21 4 4 4 4 4 20
22 5 5 5 1 5 21
23 4 4 4 3 4 19
24 1 5 4 3 5 18
25 1 4 2 1 5 13
26 1 4 4 1 4 14
27 1 4 5 3 5 18
28 1 4 4 3 5 17
29 1 4 4 3 5 17
30 1 4 4 1 4 14
31 1 4 5 3 4 17
32 3 3 2 1 4 13
33 1 5 5 1 4 16
34 3 3 2 1 3 12
35 3 3 4 3 5 18
36 1 5 3 1 3 13
37 3 3 3 1 3 13
38 1 5 3 3 5 17
39 1 5 3 1 5 15
40 3 3 5 1 5 17
41 3 3 5 3 3 17
42 3 3 5 1 3 15
43 1 5 3 3 3 15
44 1 5 3 3 5 17
45 3 3 3 3 3 15
46 3 3 3 3 3 15
47 3 3 5 3 3 17
48 2 3 3 3 3 14
49 2 3 3 3 3 14
50 2 3 3 4 3 15
51 2 3 3 2 3 13
52 2 3 5 2 3 15
53 2 3 3 2 3 13
54 2 3 3 2 3 13
55 2 3 3 2 3 13
56 2 3 3 3 5 16
57 1 5 3 3 5 17
58 1 5 5 2 2 15
59 1 5 5 2 2 15
60 1 5 5 2 2 15
61 1 5 5 2 2 15
62 1 5 5 2 4 17
63 1 5 5 2 3 16
64 1 5 5 3 3 17
65 1 5 5 3 2 16
66 1 5 5 2 2 15
67 1 5 5 2 2 15
68 1 5 5 3 1 15
69 1 5 5 4 1 16
70 1 5 3 5 1 15
Validity and Reliability Tests
The Result of Validity Test
No Indicators
Corrected
Item-Total
Correlation
R Table Declaration
1 Functional Value 1 0.678 0.235 Valid
2 Functional Value 2 0.542 0.235 Valid
3 Functional Value 3 0.555 0.235 Valid
4 Functional Value 4 0.347 0.235 Valid
5 Functional Value 5 0.660 0.235 Valid
6 Functional Value 6 0.303 0.235 Valid
7 Functional Value 7 0.600 0.235 Valid
8 Emotional Value 1 0.532 0,235 Valid
9 Emotional Value 2 0.919 0,235 Valid
10 Emotional Value 3 0.919 0,235 Valid
11 Consumer Decision 1 0.755 0,235 Valid
12 Consumer Decision 2 0.755 0,235 Valid
13 Consumer Decision 3 0.457 0,235 Valid
14 Consumer Decision 4 0.597 0,235 Valid
15 Consumer Decision 5 0.636 0,235 Valid
Source: Primary Data Processed by SPSS 26.0
The Result of Functional Value
Reliability Statistics
Cronbach's
Alpha
N of Items
.649 7
Source: Primary Data Processed by SPSS 26.0
The Result of Emotional Value
Reliability Statistics
Cronbach's
Alpha
N of Items
859 3
Source: Primary Data Processed by SPSS 26.0
The Result of Consumer Decision
Reliability Statistics
Cronbach's
Alpha
N of Items
.531 5
Source: Primary Data Processed by SPSS 26.0
Characteristics of Respondents
Characteristics of Respondents by Gender
Gender Total Percentage (%)
Male 38 54.3%
Female 32 45.7%
Total 70 100%
Source: Processed Primary Data, 2016
Characteristics of Respondents by Age
Age Total Percentage (%)
20 – 35 years’ old 22 31.4
35 – 50 years’ old 33 47.2
>50 years’ old 15 21.4
Total 70 100%
Source: Processed Primary Data, 2016
Characteristics of Respondents by Job
Occupation Total Percentage (%)
Senior Manager 10 14.3%
Manager 12 17.1%
Employee 38 54.3%
Working Student 6 8.6%
Intern 4 5.7%
Total 70 100%
Source: Processed Primary Data, 2016
Test Result of Classical Assumption
Normality Test Results
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 70
Normal Parametersa,b
Mean 0E-7
Std. Deviation 1.75885963
Most Extreme Differences
Absolute .067
Positive .055
Negative -.067
Kolmogorov-Smirnov Z .560
Asymp. Sig. (2-tailed) .913
a. Test distribution is Normal.
b. Calculated from data.
Source: Primary Data Processed
Normality Test Result Using P-Plot Graph
Source: Primary Data Processed by SPSS 26.0
Heteroscedasticity Test
Source: Primary Data Processed by SPSS 26.0
The Result of Multiple Linear Regression
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std.
Error
Beta
1
(Constant) 2.636 2.062 1.278 .206
FUNCTIONAL
VALUE .094 .066 .124 1.420 .160
EMOTIONALV
ALUE 1.209 .149 .707 8.115 .000
(Coefficient of Determination Test Results)
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .771a .595 .583 1.785
a. Predictors: (Constant), Functional Value, Emotional Value
b. Dependent Variable: Consumer Decision
Source: Processed primary data by SPSS 26.0