the impact of e-commerce attributes

THE IMPACT OF E-COMMERCE ATTRIBUTES

TOWARD CUSTOMER’S SWITCHING BARRIER

AND ITS IMPLICATION ON

BEHAVIORAL LOYALTY

(A Case of Lazada.co.id)

By:

Rangga Harmantri

015201300060

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Business Administration

August 2016

i

PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiners declare that the thesis entitled “THE

IMPACT OF E-COMMERCE ATTRIBUTES TOWARD

CUSTOMER’S SWITCHING BARRIER AND ITS IMPLICATION

ON BEHAVIORAL LOYALTY( A Case of Lazaa.co.id)” that was

submitted by Rangga Harmantri majoring in Business

Administration, concentration Retail Business from the Faculty of

Business was assessed and approved to have passed the Oral

Examinations on August, 2016.

A.B.M. Witono, Ph. D.

Chair-Panel of Examiners

Suresh Kumar, S.T, M.si.

Examiner I

Ir. Farida Komalasari, M.Si.

Examiner II

ii

DECLARATION OF

ORIGINALITY

I declare that this thesis, , entitled, “THE IMPACT OF E-

COMMERCE ATTRIBUTES TOWARD CUSTOMER’S

SWITCHING BARRIER AND ITS IMPLICATION ON

BEHAVIORAL LOYALTY ( A Case of Lazaa.co.id)” is to the best

of our knowledge and belief, an original piece of work that has

not been submitted, either in whole or in part, to another

university to obtain a degree.

Cikarang, August 2016

RANGGA HARMANTRI

iii

ABSTRACT

Now days there are many comers in e-commerce, start from the new e-commerce

until the offline retailers also try to adopt the e-commerce model. This issue can

created tight competition among them. Some innovation will be created to attract

the customers and create customers switching intention. In this study the

switching barrier factors is really importance to lock in the customers of to

anticipate the customers switching intention. So researcher decides to do the

research about the impact of e-commerce attribute toward customers switching

intention and implication on behavioral loyalty: A case of Lazada.co.id. The

switching barrier is the mediating factor. This research use quantitative method

and use the 303 of respondents. The respondent that the researcher uses is the

people that already do the transaction in Lazada.co.id for 3 times. The data that

researcher have will be analyze by using factors analysis and structural equation

model (SEM). The results of this research are the e-commerce attributes

significantly influence the customers switching barrier and the customers

switching barrier significantly impact to behavioral loyalty.

Keywords: E-commerce attributes Reputation, Easy to Use, Information Quality,

Website Atmosphere, Switching Barrier, And Behavioral Loyalty

iv

ACKNOWLEDGEMENT

Thanks to Almighty Allah SWT for all this time blessing so the research

could pass through all the processes of finished this thesis and obtained bachelor

degree in Business Administration. Hopefully all the knowledge that I have

obtained from years of study could be a useful knowledge that will be blessing in

the world and hereafter. There are also many of parties that never been enough to

thank for. Hence, the researchers would like to give gratitude and thankful

sincerely to:

1. My beloved parents, who always give prayer, support, motivate, love and

money so I can finished this thesis.

2. Uncle Google who always helps so much, every time I have trouble he always

gives solution.

3. Thesis advisor, Ma’am. Farida who gives a lot of advices, time, fast responses,

and eager to be patient event I do not consistence with the schedule.

4. Business Administration lecturer, Mam Farida, Mr. Witono, Mr. Suresh, Miss.

Kunthi and others.

5. Mbak Lina, the secretary of Business Administration, who always there for

helping me and updating the information.

6. Sielvy Alqowiyah Putri Rantenda, who gives special motivation and helps to

me.

7. Efraim Crishtony, the one that always bother me in thesis process.

8. All of our classmates in Retail Business and also our friends in

Business Administration who help us and make our college life so crazy,

excitement, and delightful.

9. All respondents that take their time for fulfilling questionnaire. The

researchers feel so grateful to have them between accomplishments of

this research.

v

Finally, the researchers hope that this research will useful to people and future

research.

Cikarang, August 2016

RANGGA HARMANTRI

vi

TABLE OF CONTENTS

PANEL OF EXAMINERSAPPROVAL SHEET............................................. i

SKRIPSI ADVISOR RECOMMENDATION LETTER................................. ii

DECLARATION OF ORIGINALITY ............................................................ iii

ABSTRACT.......................................................................................................... iv

ACKNOWLEDGEMENT ..................................................................................v

TABLE OF CONTENTS.....................................................................................vi

LIST OF TABLES .............................................................................................. x

LIST OF FIGURES ........................................................................................... xi

LIST OF ACRONYMS...................................................................................... xii

LIST OF APPEDIENCES..................................................................................xiii

CHAPTER I - INTRODUCTION ..................................................................... 1

1.1 Background................................................................................................. 1

1.2 Problem Identification .............................................................................. 3

1.3 Research Problem....................................................................................... 5

1.4 Research Objectives ..................................................................................6

1.5 Research Limitation ...................................................................................6

1.6 Definition of Term ....................................................................................6

1.7 Significant of Study....................................................................................7

CHAPTER II - LITERATURE REVIEW........................................................ 8

2.1 E-commerce attributes ...............................................................................8

1 Reputation.................................................................................................... 8

2 Easy to Use...................................................................................................9

3 Information Quality................................................................................... 10

4 Website Atmosphere.................................................................................. 11

2.2 Customers Switching Barrier ................................................................... 13

1 Switching Cost ........................................................................................... 13

2 Interpersonal Relationships....................................................................... 15

3 Attractiveness of Alternative ................................................................... 16

4 Service Recoveries..................................................................................... 17

vii

2.3 Behavioral Loyalty..................................................................................... 18

2.4 The Influences of E-commerce Attributes toward Customers Switching

Barrier......................................................................................................... 19

2.5 The Influence of Customers Switching Barrier toward Behavioural

Loyalty........................................................................................................ 20

2.6 Previous Research...................................................................................... 21

2.7 Theoretical Framework ............................................................................ 23

2.8 Hypotheses ............................................................................................... 23

CHAPTER III - RESEARCH METHODO ................................................. 24

3.1 Research Approach .................................................................................. 24

3.2 Sampling Design ...................................................................................... 24

3.2.1 Research Population........................................................................... 24

3.2.2 Sampling Size..................................................................................... 25

3.2.3 Sampling Technique ........................................................................... 25

3.3 Research Instrument................................................................................... 25

3.4 Measurement Model................................................................................... 29

3.4.1 Validity ...............................................................................................29

3.4.2 Reliability Test.................................................................................... 31

3.5 Data Collection Procedure ........................................................................31

3.6 Data Analysis............................................................................................. 32

3.7 Hypothesis Testing ................................................................................... 33

CHAPTER IV - ANALYSIS AND INTERPRETATION ............................ 36

4.1 Industry Profile ......................................................................................... 36

4.2 Demography Data .................................................................................... 37

4.2.1 Gender ............................................................................................... 37

4.2.2 Age ................................................................................................... 37

4.2.3 Occupation ........................................................................................ 38

4.2.4 Domicile ........................................................................................... 38

4.2.5 The common E-commerce used......................................................... 39

4.2.6 Last Six Months Transaction............................................................. 39

4.3 Data Analysis............................................................................................. 40

4.3.1 Validity Test ..................................................................................... 40

viii

4.3.2 Reliability............................................................................................ 48

4.3.3 Descriptive Analysis .......................................................................... 49

4.4 Structural Equation Modeling Analysis ................................................... 62

4.4.1. Assessing the Goodness-of-Fit ...........................................................63

4.4.2. Modification and Interpretation of model Estimates ........................ 64

4.5 Interpretation of Result ............................................................................ 69

CHAPTER V - CONCLUSION AND RECOMMENDATION ..................... 72

5.1 Conclusion ................................................................................................ 72

5.2 Recommendation ...................................................................................... 73

REFERENCES.................................................................................................... 75

APPENDICES ................................................................................................... 80

ix

LIST OF TABLES

Table 1.1 The Advantages and Disadvantages E-commerce for Customers......... 2

Table 1.2 Top E-Commerce Based on Popular Brand Index (PBI) ...................... 4

Table 2.1 Previous Researches............................................................................. 21

Table 3.1 Statements Use for Research .................................................................26

Table 3.2 Measuring Model Fit .............................................................................34

Table 3.3 Summary of Good Fit Measurement .....................................................35

Table 4.1 KMO MSA and Bartlett’s Test Independent Variable ..........................41

Table 4.2 Communalities Independent Variable ...................................................42

Table 4.3 Total Variance Explained Independent Variable ..................................42

Table 4.4 Rotated Component Matrix Independent Variable ...............................43

Table 4.5 KMO MSA and Bartlett’s Test Mediating Variable .............................44

Table 4.6 Communalities Mediating variable .......................................................45

Table 4.7 Total Variance Explained Mediating Variable .....................................46

Table 4.8 Rotated Component Matrix Mediating Variable ..................................46

Table 4.9 KMO MSA and Bartlett’s test dependent variable ...............................47

Table 4.10 Communalities Dependent Variable ...................................................48

Table 4.11 Total Variance Explained Dependent Variable ...................................48

Table 4.12 Reliability Test of Variables ...............................................................49

Table 4.13 Model fit of SEM ................................................................................63

Table 4.14 Regression Weights (Group number 1 - Default model) .................. 65

Table 4.15 Hypothesis testing ...............................................................................65

Table 4.16 Standardized Regression Weights (Group number 1 - Default mode)... 67

Table 4.17 Squared Multiple Correlations (Group number 1 - Default model)...67

Table 4.18 Standardized Total Effects (Group number 1 - Default model)…......68

Table 4.19 Result of Statistical Analysis ..............................................................70

x

LIST OF FIGURE

Figure 1.1 E-Business, E-Commerce and E-marketing.......................................... 1

Figure 1.3 The Number of Customers that Willing to Switch................................ 4

Figure re 1.4 Customers Switch In and Switch Out ...............................................5

Figure 2.1 Loyalty Pyramid .................................................................................19

Figure 2.2 Theoretical Framework.........................................................................23

Figure 3.1 Respondents by Criteria........................................................................32

Figure 4.1 Respondents by Gender .......................................................................37

Figure 4.2 Respondents by Age ............................................................................37

Figure 4.3 Respondents by Occupation ...............................................................38

Figure 4.4 Respondents by Domicile ....................................................................38

Figure 4.5 Respondents by The Common E-commerce that Respondents Use.....39

Figure 4.6 Respondents by The last 6 Months Transactions................................ 39

Figure 4.7 Reputation Chart of Data Summary.....................................................50

Figure 4.8 Easy to Use Chart of Data Summary....................................................51

Figure 4.9 Information Quality Chart of Data Summary.......................................52

Figure 4.10 Website Atmosphere Chart of Data Summary...................................53

Figure 4.11 Switching Cost Variable Chart of Data Summary..............................54

Figure 4.12 Interpersonal Relationship Variable Chart of Data Summary............55

Figure 4.13 Attractiveness of Alternative Variable Chart of Data Summary........57

Figure 4.14 Service Recovery Variable Chart of Data Summary..........................58

Figure 4.15 Independent Variable chart of Data Summary...................................60

Figure 4.16 Frame Work........................................................................................62

Figure 4.17 Results of Hypotheses Testing............................................................69

xi

LIST OF ACRONYMS

SB = Switching Barrier

R = Reputation

ETU = Easy to Use

IQ = Information Quality

WA = Website Atmosphere

SC = Switching Cost

IR = Interpersonal Relationship

AOA = Attractiveness of Alternative

SR = Service Recovery

BL = Behavioral Loyalty

SEM = Structural Equation Model

KMO = Kaiser-Meyer-Oklin

SPSS = Statistical Packages for Social Science

xii

LIST OF APPENDIENCES

Appendix 1 Questionnaire in Bahasa...........................................................................80

Appendix 2 Questionnaire in English..........................................................................86

Appendix 3 Data Tabulation.........................................................................................91

1

CHAPTER I

INTRODUCTION

1.1 Background

BusinessZone (2013) mentioned that e-ecommerce or Electronic commerce is

a process of transaction such as buying and selling activities that have done in

online model. Nuryanto (2015) in his journal mentioned about the

e-commerce, E-Business and E-marketing had a different activities. Those

are;

Figure 1.1

E-Business, E-Commerce and E-marketing

Source: Nuryanto (2015)

1. E-Business is the business activities that do in Internet. Those activities

such as product design, supply chain management, manufacture, selling

product and provide services for the customers

2. E-commerce is the process of transaction in internet. Those activities likes

buying and selling product.

3. E-Marketing is the promotion activities that use internet as a media for

promotion.

So, it can conclude that the E-commerce is the part of E-Business activities.

Natalia (2014) states E-commerce in Indonesia had developing nowadays and

it will increase until 5 years later. She also mentioned the reasons why

2

e-commerce has a good opportunity in Indonesia. First, the technology

in Indonesia is still in developing. Second, Indonesia is one of the biggest of

internet user countries. Based on the APJII (Asosiasi Penyelenggara Jasa

Internet Indonesia) in 2015 there was 88, 1 million Indonesians who use

internet. Thirdly, Indonesia consists of several islands, so it will make the

online transaction better for them (customers). Based on it E-commerce has a

good opportunity in Indonesia. The examples of e-commerce players in

Indonesia are Kaskus, Tokopedia, Lazada, and etc.

In another case this E-commerce find the problem in their practice, based on

CCN Indonesia (The Nielsen Global Survey, 2014) mentioned the customers

were unwilling to buy the product by online because of the high cost of

logistic and the infrastructure of logistic itself. Jimmy (2014) states the

logistic company in Indonesia cannot fulfill the order for delivery activities

because the number of the logistic company itself still limited in Indonesia.

The other problem is the customers trust is still low (Nuryanto, 2015). The

customers trust is actually influenced by the others customers experiences or

their own experiences (Natalia, 2014).

There are several advantages and disadvantages E-commerce for customers

(Gaertner and Smith, 2001 citied on Rahmidani, 2015). Those advantages and

disadvantages are:

Table 1.1

The Advantages and Disadvantages E-commerce for Customers

No Advantages Disadvantages

1 Faster/ easy to access Safety problem

2 High of product variety Not all customers using internet

3 High the information Legality problem

4 Simple way to do the

transactions

Not direct transaction

Source: Rahmidani (2015)

3

The other factors that make customers unwilling to do the transaction in e-

commerce because of the trust problem (Rahmidani, 2015). In E-commerce

transaction customers can not directly meet the seller and the other case

customers did not know who is the seller directly, so that will influence the

customers (Ramadhan, 2015).

Based on that problem the players of e-commerce Indonesia try to find the

way to anticipate that problem and improve their innovation to attract

customers (W&C Market Research, 2015). The improvement for the retailers

can be done by Improving the e-commerce attributes itself and increasing the

services (Rahmidani, 2015). There are several variables in the E-commerce

attributes; those are website atmosphere, network security, easy to use, and

the special treatments (Nikita, 20114). Website atmosphere and high of

special treatment can give the good experience for the customers (Natalia,

2011 citied on Wang, 2014).

The example of the big E-commerce in Indonesia is LAZADA.co.id. Lazada

can anticipate the issue about the safety and the security to build the

customers trust. Lazada also use the COD method (cost on delivery) to make

the customers feel safe (Ramadhan, 2015). In other case to increase the

customers experience and make the customers easy to find the product,

Lazada provide the simple view of their online shop and also have high

product variety (Lazada.co.id, 2013).

1.2 Problem Identification

Mitra (2015) states the player of e-commerce in Indonesia significantly

increasing. He also mentioned nowadays many retailers try to adopt the

online model (e-commerce) for their store. There are 0.7% retailers in

Indonesia that use e-commerce and this number will continuously increase.

Based on W&C Market Research (2015) the top of e-commerce in Indonesia

based on PBI (Popular Brand Index).

4

Table 1.2

Top E-Commerce Based on Popular Brand Index (PBI)

Source: W&S Market Research (2015)

Based on the table 1.2 above, Lazada is the first rank or the top of e-commerce

in Indonesia. This data is got from Popular brand Index. The W&C Market

Research also mentioned the data about the number of the customers that

willing to switch from one e-commerce to another e-commerce. That

research uses the 685 respondents in their research.

Figure 1.2

The Number of Customers that Willing to Switch

Source: W&C Market Research (2015)

Based on the figure 1.2, there are more that 50% of respondent that willing to

change or switch to another e-commerce (W&C Market Research, 2015). It

means more than half of the respondents not loyal to their e-commerce.

5

Figure 1.3

Customers Switch In and Switch Out

Source: W&C Market Research (2015)

Based on the figure 1.3, researcher can see the highest number of the

customers that willing to switch is Ladaza. The data shown about 9.3% of the

customers want to switch to another e-commerce even the Lazada the top of

E-commerce based on PBI (Popular Brand Index).

The switching barrier can anticipate the customers that want to change from

one store to another store (Yang, 2014). This switching barrier will be

significantly affected customer’s loyalty (Yang, 2014). The switching barrier

also can be use to lock in the customers because the switching barrier will be

a critical factor to build customers loyalty (Jone et al, 2002 cited on Nikita,

2014).

Therefore, the researcher want to know and analyze how efficient the

E-commerce attribute can influence the customer’s switching barrier until it

will create the behavioral loyalty to the E-commerce.

In another case the customers of lazada also face some problem regarding

process, such as: customers can not track their product, the customers received

the wrong product and there is no payment confirmation from lazada

(Lazada.official.website, 2015).

6

1.3 Research Problem

Based on the phenomena before the researcher problems are:

1. Do the E-commerce attributes give the impact to customer’s switching

barrier?

2. To what extent the Customer’s switching barrier influences the

behavioral loyalty?

1.4 Research Objectives

The purposes of this research are:

1. To determine the impact of the E-commerce attribute toward

customer’s switching barrier.

2. To determine to what extent customer’s switching barrier influences

the behavioral loyalty.

1.5 Research Limitation

The limitation of this research, this research will be doing in this April. The

researcher will doing research by using e- Questionnaire or online

questionnaire. This e-questionnaire will be distributed on social media such

as: Line, BBM, and etc.

The target respondents that researcher willing to find is the one who have

doing transaction in Lazada. The range numbers of respondents that researcher

needs around 200-400 respondents.

1.6 Definition of Term

There are some terms used by this research:

1. Behavioral Loyalty: Behavioral loyalty is the respondent of the customer

which related to loyal respond, the behavioral loyalty is the impact and

attitude of customers that shown loyal activities (Moon, 2013).

7

2. Customer’s Switching Barrier: The customer’s switching barrier indicate

to anticipate the customers that want to try find the other product or

service provider (Giesel & Erwin, 2014).

3. E-commerce attributes. E-commerce attribute is the component or

element that build e-commerce itself (Rahmidani, 2015).

4. E-Promotion. E- Promotion is a strategy of promotion that uses Internet

as a media of promotion (Nuryanto, 2015).

5. Interpersonal Relationship: Inter personal relationship is the relationship

between employees with customers and also the relationship among

customers (Jones, 2000 citied on Wibowo, 2013).

6. Service Recovery: Service Recovery is the systematic action that company

must take after the failure services to maintain their customers (Lovelock

and Wright, 2007 citied on Wibowo, 2013).

7. Switching Cost: switching cost is the cost that customers need when the

customers want to try find another product or services provider

(Klempere, 1987 citied on Nikita 2014).

8. The attractiveness of alternative: The attractiveness of alternative

indicates the reputation and quality of product or services in the market

place (Wibowo, 2013).

9. Website Atmosphere. Website Atmosphere indicate to makes the

customers believe if the online store exist in the real word (Hussin, 2013)

1.7 Significant of Study

The researcher intends to achieve several significances through this research.

This research is supposed to be valuable for other parties such as:

1. For the researcher, this research is made to fulfil the requirements of

completing Bachelor Degree in Business Administration, with Retail

Business concentration.

8

2. For academic, this research can contribute as the references for others that

want to understand about the impact of e-commerce attributes toward

customer’s switching barrier.

3. For the business, this research has will be able to get a better

understanding about impact of e-commerce attributes to customer’s

switching barrier. So, with this research we can “lock in” our customers.

9

CHAPTER II

LITERATURE RIVIEW

2.1 E-commerce Attributes

E-commerce Attribute is the component or factors that build E-Commerce

itself (KIM et al, 2003 cited on Yang 2014). There are several components

that build E-Commerce. Those factors are Product, price, promotion,

reputation, Information quality and Trust (Nuryanto, 2014). In other case,

Nikita (2014) also mention the importance factors in E-commerce are Easy to

use, website atmosphere of the e-commerce and information quality that

e-commerce provide to the customers. Every components or Attributes of

E-commerce have to create the loyal customers to their E-Commerce.

Hermawan (2014) in his research mention that to create the loyal customers to

E-commerce, the E-commerce must have several components of it and try to

make barrier for the customers. This barrier create to make the customers

loyal, stay or to lock in our customers. There are several factors of

e-commerce that significantly influence the customers switching barrier, those

are Reputation of e-commerce, Easy to Use, Information Quality and Website

Atmosphere (Moon, 2014).

Based on those references researcher decide the variables for this research will

be use the variables from Moon (2014) research because this variables very

strong to influence the customers switching barrier. Those variables are

Reputation, Easy to Use, Information Quality and Website Atmosphere.

Hence, the Nuryanto (2014) only focuses on the variables that establish

e-commerce itself.

1. Reputation

There are several aspects that influence the reputation of company. Those

aspects are financial performance, Quality of the product, services,

environment, reliability, innovation and customer’s relationship (Dian,

10

2014). Jatmiko (2013) mentioned the reputation of the E-commerce is

known by the number of visitors on e-commerce and also from the image

of the e-commerce. The increasing number of the visitors of E-commerce

because successful of several factors such as: Innovation, services, and

attractiveness of that E-commerce (Dian, 2014).

Based on those several factors that have been stated above, Lazada.co.id is

the E-commerce that has good reputation. One of the innovations of

Lazada.co.id, Lazada.co.id has provided an application for mobile

(Indotekno.blogspot, 2014). The others source, based on Popular Brand

Index (PBI) Lazada.co.id have the first rank of the brand in customers

mind (W&C market research, 2015). Lazada.co.id also stated as the E-

commerce that have highest number of visitor on 2012 until 2015 (W&C

Market research, 2015).

Agung (2015) mention there is two factors that also can be used to

describe how well the reputation of a company or an organization. Those

two factors are dynamist and cognitive. The company or organization can

be said dynamist if that company or organization can attract the people,

active, and do the activities based on the goals. Than if the company

cognitive that company have to friendly, been likely, make the people

happy and have the relationship among people (Agung, 2015).

2. Easy to Use

Easy to use is the factor that can influence the customers to make decision

to do transaction in e-commerce. Sometime the customers do not know

how to do the transaction by online because of the lack of knowledge of

the customers in using E-commerce (Agung, 2015). The Easy to use

factors also can help the customers to minimize their time in transaction

activities (Kristomuljono, 2013). The easy to use shown the way how to

do the transaction in E-commerce.

Hardiawan (2013) in his research mentioned several indicators in

E-commerce. Those indicators are Easy to understand, easy to operate or

11

to use it, flexible, and efficiency of time. The indicators show the way to

make the customers enjoy it and easily use it (Chin and Todd, 1995 citied

on Hardiawan, 2015).

Some of the customers will find the hard way or difficulties to do the

transaction in their first time transaction experiences (Irwan, 2015). Those

happen because the customers do not know the steps in online transaction.

Wardana (2016) mentioned the way to make the customers easier to do the

transaction, E-commerce have to provide the Instruction or example how

to do the transaction in e-commerce.

Joung (2014) mention that easy to use shown the customers can do the

transaction anytime and anywhere. Easy to use is the flexibility to use the

e-commerce. To make the customer easier to access and do transaction

e-commerce must have an application for mobile because today everyone

has had the Smartphone (jijili, 2014). The mobile application commerce

had shown the significant effect in some outlet of retailer in china (Ming,

2013). Almost retailers in china provide the mobile application commerce,

start from O2O (online to offline) retailers until the e-commerce itself.

Lazadaco.id also has provided the mobile application

(IndoTekno.blogspot, 2014).

3. Information Quality

Information quality is the entire components that have posted in the

website commerce to make the customers easer to do transaction

(Jonathan, 2013). All that information can make the customers believed or

trust to do the transaction. Tanya (2015) mentions some components that

needed to post in website commerce. Those are:

1. Picture of the product, this picture will give the description to the

customers regarding the product information. This picture also

needs to add about the product descriptions, example size of

product and the colour of the product (Agung, 2014).

12

2. Price of the product, Soetomo (2010) mentions the first thing that

customer’s consideration to find the product in E-commerce is the

Price. So price is the importance information to the customers to

decide the transaction.

3. Transaction process, some time online transaction become the new

thing for customers. So website commerce needs the transaction

process on it.

4. Contact, when customers find the mistake service and the

customers can easily to confirm.

5. Review, this is like some idea those old customers or the customers

that have done the transaction before. This information can be a

consideration for customers to make a transaction.

Sastika (2016) stated the good Information is the trusty information for the

customers.

4. Website Atmosphere

The purpose of the Website Atmosphere is to give the first impression to

our customers (Wardana, 2016). This impression can give the positive

effect and perception to the customers. The example of the first impression

to the customers like name of the E-commerce and the tagline (Wardana,

2016). Irwan (2015) also mention to give the impression to the customers,

the website of E-commerce should have good design such as: combination

of colour, the logo of E-commerce and some attributes. The 80% of the

customers will remember the E-commerce based on what they see and

20% of the customers will remember it based on what they read on the

website (Irwan, 2015). So, it makes the first impression is importance.

The other purpose of the Website Atmosphere is to make the customers

enjoy when they use the E-commerce website (Kristomuljono, 2013). To

make the customers enjoy there several items that E-commerce has to

13

provide, such as: search item, new item, best seller items, social media

links, and membership.

1. Search Item, this items can help the customers to find the

product that they want. By using the search item the customers

can find they product faster and easier. So, this search item is

importance in E-commerce website.

2. New Item, in retail industry there will be many new products

enter the market and the retailers have to need some place to

put the promotion regarding the new product because the new

product is special (Jijili, 2014). In E-commerce need to display

that new product in this item. This is also can help the

customers when the customers want to find the new product.

3. Best Seller Product, this item focusing on the best seller

product in e-commerce. This best seller product will be the

consideration for customers to make decision in doing

transaction.

4. Social Media Link, this item related with the promotion in

social media. This is about the integrated the E-commerce and

the social media. Dian (2014) most of the customers interest to

do online transaction because of they see the promotion and

discount on social media. The biggest or the influencing social

media in E-commerce promotion are Facebook and twitter

(Jatmiko, 2013). By using the social media E-commerce will be

easier expand the E-commerce.

5. Membership, this item is used to analyse the number of visitor

and the number of visitor that have done the transaction. By

using membership the customers also feel safe to do transaction

(Wardana, 2015).

14

2.2 Customers Switching Barrier

Switching barrier is the importance in marketing strategy because switching

barrier can anticipate the customers to switch. The main idea of the Switching

barrier is to make the customers hard to switch to other product or service

provider (Nikita, 2014). Switching barrier is the factors that hold customers to

switch to other services or business (Jon et al, 2000 citied on Ekacristie,

2013). This Switching barrier not only influenced by economic aspect but also

influenced by psychological, social and functional aspect (Japarianto, 2014).

The idea is switching barrier is some factors that can influence the customers

witching intention and the factors that can created the attitudinal loyalty

customers (Moon, 2014).

Moon (2014) stated there are several variables in customers switching barrier

factors. Those variables are switching cost, Interpersonal relationship,

Attractiveness of alternative, and service recovery.

1. Switching Cost

The switching cost is the cost that customers have to pay if they try to find

another product or services provider (Porter, 1998 citied on Abdurrahman,

2012). The switching cost not only about the money but also about the time

and physiological aspect that customers use what the customers feel when they

try to switch to the new service provider (Dick and Basu, 1994 citied on

Abdurrahman, 2012). The switching cost is the spontaneous cost or onetime

cost when customers switch to another provider (Burhan et al, 2003 citied on

Japarianto, 2013)

Burhan et al (2003) citied on Japarianto (2013) mention there are 3

components on switching cost. Those components are Procedural cost,

financial cost and relational cost.

A. Procedural cost, it is the cost exists because of the time and the effort

of the customers when they try to switch the provider. The procedural

cost are:

15

i. Economic risk cost, it is the cost for accepted the indeterminacy

of information of other providers. This kind of information

potentially can give the negative effect to the customers because

the customers try to switch but they still lack of information

regarding the new service provider (Guiltinan, citied on

Abdurrahman, 2013)

ii. Evaluation cost, this cost about the time the effort. How long

and how effort the customers try to find the information

regarding the new service provider. After it, they will evaluate

those new service providers until the customers can make

decision to switch or not (Samuelson and Zeckhauser, 1998

citied on Abdurrahman, 2013)

iii. Learning cost, learning cost is the cost that customers need to

use the new service provider. It can be financial cost or

psychological cost when the customers learn to use it. So it can

make the customer can use the new product or new service

provider efficiently (Guiltinan, citied on Abdurrahman, 2013).

iv. Set up cost, time and effort that is used to make the relationship

with the new service provider (Klempere, 1995 citied on

Abdurrahman 2013).

B. Financial cost, it is the cost that involve the loss of financial for

the customers. Financial cost are:

i. Benefit loss cost, it means the benefit that customers should

have but it become loss for the customers. The example of the

benefit loss cost, discount bonus, voucher and etc for the

customers and that benefit will not available in the new service

provider (Nikita, 2014)

16

ii. Monetary lost cost, the cost that customers have to pay to the

new service provider (Guiltinan, citied on Abdurrahman, 2013).

For example the registration fee. Hardiawan (2012) stated in

e-commerce there is no registration fee because it has accessed

by internet. Based on it the researcher will not put in the

Monetary lost cost because in E-commerce there is no

registration fee.

C. Relational cost, this cost about feeling and psychological of the

customers. This cost will make the customers feel lost the identity

when the customers decided to switch to others. The component of the

relational cost are:

i. Personal relationship loss cost, loss that caused when the

customers end their relationship with employee on the service

provider. This loss is personal relationship. That happens

because of psychological factors (Guiltnan, citied on

Abdurrahman, 2013).

ii. Brand relationship loss cost, this loss cost caused the

customers end the relationship the company or the service

provider. Those relationships have existed for long time

(Aaker, 1998 citied on Hardiawan, 2013).

2. Interpersonal Relationship

Relationship is a group of people that do transaction based on the

commitment and trust each individual (Morgan and Hunt, 1994 citied on

Indah, 2012). Relationship is a part of marketing activities. Relationship is

very importance in retailer; the main idea is the relationship between

retailer and the customers or Interpersonal Relationship (Shinta and

Rosalia, 2012). Interpersonal Relationship is focused on to manage the

customers, to attract the customers and lock in the customer’s o that does

not intend to switch to others provider (Indah, 2013).

17

Soetomo (2001) citied on Abdurrahman (2013) Interpersonal Relationship

is making a relationship with the customers by using marketing activities.

The idea of the Interpersonal Relationship is do not see the customers as

buyer but as business partner (Indah, 2012). Customers is the importance

thing in retailers, so make the customers become your friends, make them

enjoy your services, make the customers satisfy and give the best service

to the customers (Lanskin, 2003 citied Amalun, 2013). The other idea is

Inter personal not only relationship between customers and seller but also

among customers because the customers can influence the other customers

(Kristomuljuno, 2013).

Wardana (2016) mentions to build the good Interpersonal Relationship

with the customers the E-commerce should have;

A. E-commerce forum, this forum like a group of chat. Its can

make the customers do the interaction among customers or

interaction between customers and E-commerce (Wardana,

2016).

B. Social media link, social media is common issue on the

teenager use the social media and the favourite social media

are: facebook, twitter, and path (Merdeka.com, 2015).

3. Attractiveness of Alternative

Some of the customers do not have the intention to switch of when the

customers to find the E-commerce they see the attractiveness side of the

e-commerce (Jajali, 2015). The attractiveness of E-commerce is what kind

of thing that makes it different with competitors (Wardana, 2015). The

attractiveness of alternative likes the innovation from the e-commerce to

do the transaction.

18

Japarianto (2013) attractiveness of alternative is what kind of the factor

that makes one e-commerce different with others and this attractiveness of

alternative can be influence by two factors. Those are:

A. Reputations of the e-commerce, some customers willing to do

transaction in the e-commerce that have good reputation.

B. Services, some of e-commerce provide services that do not

have by other e-commerce. For example COD (cost on

delivery) or instalment payment.

4. Service Recovery

In E-commerce activities the player will face some problem. For example

the customers feel dissatisfy with the services that E-commerce provide or

failure services. The dissatisfy customers will give negative impact to the

E-commerce and it will create not loyal customers (Tirta, 2013). To

protect the customers E-commerce has to create the Service Recovery

system and make their customers feel happy (Abdurrahman, 2013).

Fan et al (2010) mention failure service refers to the mistake or the

problem in transaction process and this mistake can trigger the customers

switching intention. Service recovery creates to give the response to the

customers regarding the failure service that customers got (Rossalia,

2013). This actions that E-commerce take actually can change the failure

service into satisfy experienced on customers mind (wan, 2010). Fan et al

(2010) in their research found there are some customers that feel satisfy

after received the service recovery from the E-commerce. So the failure

service not always brings the negative impact to E-commerce. Some time

the failure serve can make customer feel satisfy after receive the service

recovery that E-commerce provide.

19

Parasuraman, Zeithaml, and Malhotra (2005) citied on Tirta (2013) stated

there some component that cans build the good service recovery system.

Those components are:

A. Responsiveness, give the fast respond to the customers that got

failure services. The customers service showed the good

respond to this failure service.

B. Compensation, give the additional service for the customers by

free. This compensation based on the E-commerce provides,

for example free delivery or get discount in next transaction.

C. Contact, the E-commerce has to provide the contact person to

the customers or can be the online chat.

2.3 Behavioural Loyalty

Behavioural loyalty is an attitude of the customers that doing repeated

transaction to same service provider (griffin, 2015 citied on Jonathan, 2013).

This repeated transaction should have more than two times transaction.

Loyalty also describe about the commitment of the customers to repeat the

transaction (Wardana, 2015). In other case Ho and Lee (2012) mention the

loyalty also will recommend that service provider to their family and friends.

Wulandari (2015) mention the behavioural loyalty of the customers on E-

commerce can be seen from how often that customers visit the E-commerce.

Customers can be said if they are: does the transaction more than two times,

buy the others product that promoted by the same seller, and the customer will

recommend the E-commerce to others (Agung, 2015).

20

Figure 2.1

Loyalty Pyramid

Source: Asker (2007) citied on Wulandari (2015)

The figure above describe about the levels of loyalty customers. There 5 level of

loyalty customers. Those are:

1. Level 1, the basic loyalty level. In this level the customers do not loyal

and easy to switch to other e-commerce

2. Level 2, the customers that feel satisfy to service provider but still willing

to switch.

3. Level 3, the customers have satisfied to the service provider and hard to

switch because of the switching cost.

4. Level 4, the customers loyal to the service provider because of the

experiences and these customers hard to switch.

5. Level 5, the commitment to loyal. This customers make the service

provider as their first choice and very hard to switch.

2.4 The Influences of E-commerce Attributes toward Customers

Switching Barrier

Customers switching barrier is the critical part or critical variable on

e-commerce business sector. The increasing number of e-commerce in market

makes the customers easy to switch to other e-commerce. The switching

barrier indicates how efficient the e-commerce can lock in the customers

21

(Han and Lee, 2013). The customer switching barrier likes a wall to hold the

customers. The factors on switching barrier are switching cost, Interpersonal

relationship, and attractiveness of alternative and service recovery (Kim and

Moon, 2013). To create the good or efficient customers switching barrier the

player also have to focus on build the E-commerce attributes (Agung, 2015).

The good attribute can be describing from the reputation of the e-commerce,

Information quality, website quality, and easy to use it (Nikita, 2014).

Jonathan (2013) in his research found the e-commerce attribute significantly

influences the customers switching barrier. Wardana also found the website

atmosphere and Information quality significantly influence the customers to

switch (wardana, 2015).

2.5 The Influence of Customers Switching Barrier toward

Behavioural Loyalty

The loyal customers are the importance thing e-commerce activities because

the loyalty customers can bring several advantages, for example the loyal

customers can recommend the e-commerce to others (Tasya, 2015). To create

the loyal customers on e-commerce is not easy because the high numbers of

player in market (Indotekno, 2014). The new player come to market with the

new innovation and good strategy it will easily make the customers switch.

Moon (2014) found the customers switching barrier will be create the loyal

customers. The service recovery can give the satisfied experience to the

customers that have got failure service (Jonathan, 2013). Based previous

finding the switching barrier can influence the customer’s behavioural loyalty.

22

2.6 Previous Research

Table 2.1

Previous Research

No Author (s) /

year/ Title

Variables Research

design

Result

1 Author: Ju and

Ting (2011)

Promotion,

Switching

Barrier, and

Loyalty

Promotion,

Interpersonal

Relationship,

Attractiveness

of Alternative,

customers

loyalty

Method:

Quantitative

Instrument:

questionnaire

Data analysis:

SEM

Result: there four

hypothesis and all

of it accepted.

Promotion and

Switching barrier

significantly and

directly influence

Customers

Loyalty

2 Julander (2013)

Effect of

Switching

Barrier on

Satisfaction,

Repurchase

Intention, and

Attitudinal

Loyalty

Negative

Switching

Barrier, Positive

Switching

Barrier,

Repurchase

Intention,

Satisfaction and

Attitudinal

Loyalty

Method:

Quantitative

Instrument:

questionnaire

Data

Analysis:

Structural

Equation

Model (SEM).

Result: the

positive switching

barrier will give

positive effect to

satisfaction,

purchase intention

and attitudinal

loyalty, and also

the negative

switching barrier

will be give

negative effect to

those factors.

3 Agung (2015)

The Influence

Factors toward

Trust and

Website

Atmosphere,

Easy to use,

Information

Method:

Quantitative

Instrument:

Questionnaire

Result: there 7

hypotheses in this

research, 6 six

hypotheses and

23

Repurchase

Intention

(Case study of

OLX.co.id)

Quality,

Repurchase

Intention and

Trust

Data

Analysis:

Using

Structural

Equation

Model (SEM)

one rejected. That

researcher found

Website

Atmosphere is not

significantly

influence

Repurchase

Intention.

4 Moon (2014)

The Effect of

Switching

Barrier on

Customers

Retention on

e-commerce

Switching Cost,

Interpersonal

Relationship,

Service

Recovery,

Attractiveness

of Alternative,

Customers

Satisfaction,

and Customers

Retention.

Method:

Quantitative

Instruments:

Questionnaire

Data

Analysis:

Multiple

Regression

Result: Moon

(2014) found the

Service Recovery

has negative

effect to

Customers

Retention but

Service Recovery

has positive effect

to Customers

Satisfaction

5 Harmila (2013)

The Effect of

Customers

Satisfaction and

Switching

Barrier Toward

Customers

Loyalty

(A case study of

FJ KASKUS)

Trust,

Switching

Barrier, Easy to

Use, and

Customers

Loyalty

Method:

Quantitative

Instrument:

Questionnaire

Data

Analysis:

Multiple

Regression

Result: all the

Independent

variable

significantly

influences the

Customers

Loyalty.

24

2.7 Theoretical Framework

Figure 2.2

Theoretical Framework

Figure 2.2 above describe the influences each variable. The independent

variables are: E-commerce attributes (reputation, easy to use, information

quality and website atmosphere) and switching barrier (switching cost,

Interpersonal relationship, Attractiveness of alternative and service recovery

(Wardan, 2013; Tirta, 2013; Agung, 2015; indah, 2012; jonathan 2013). The

dependent variable is Behavioural loyalty (tasya, 2015). The researcher

combine all of the mediating variable become one, it is switching barrier.

The researcher combine it because those variable (switching cost,

interpersonal relationship, attractiveness of alternative and service recovery)

are influences each other (Moon, 2014).

Setianingsih (2013), Nikita (2014), Jonathan (2013), Moon (2014)

behavioural loyalty as the dependent variable will be influence by switching

barrier and the switching barrier will be influence by the E-commerce

attributes.

25

2.8 Hypothesis

H1: Reputation significantly the Switching Barrier

H2: Easy to Use significantly the Switching Barrier

H3: Information Quality significantly the Switching Barrier

H4: Website Atmosphere significantly the Switching Barrier

H5: Switching Barrier significantly the Behavioural Loyalty

26

CHAPTER III

RESEARCH METHOD

3.1 Research Approach

After found the problem and defined the variables in literature review,

research can be continued by determining the research design. There are two

kind of research metrology: quantitative research and qualitative research.

Quantitative research is the method that researcher do solve the phenomena

or problem by using the numerical, statistical analysis and provide

hypotheses (Ferdy, 2014). This research will needs do survey, provide the

questionnaire and do the data analysis. Next, the qualitative research is the

method to explain and to understand the phenomena (Sumanto, 2011).

Based on it the researcher tends to use the Quantitative method.

There are four steps in this research. The first is the researcher designed the

questionnaire to measure the Independent variables, Mediating Variables

and Dependent Variables. The second is distributing the questionnaire to the

respondents. Then, the next step is the data collection and analysis. The data

analysis will be analyzed by Validity testing, Reliability testing and

Structural Equation Model (SEM). The last is the researcher comes up with

the result and the hypothesis testing.

3.2 Sampling Design

3.2.1 Research Population

Population is element and characteristic of people that living in a particular

area (Tasya, 2015). Hence Malhotra & Peterson (2002) determined that

population is the collection of object that examined the information of the

researcher. Therefore, the researcher want to investigate the people who live in

27

Jakarta and those people have experience or ever do transaction in lazada.co.id

(minimum 3 time transactions).

3.2.2 Sampling Size

According Confrey and lee (1992) citied on Natasya (2014) mentioned 100

samples means poor, 200 samples means fair, 300 samples means good, 500

samples means very good and 1000 samples means excellent. In other case

Kline (2005) citied on Ismail (2015) the better sample size for SEM analysis is

between 200 – 400 samples because many samples the data more sensitive.

Hence this research using the Structural Equation Model (SEM) the researcher

decided to find 300 samples size for this research.

3.2.3 Sampling Technique

The sampling technique is the way or the technique to collect the data from

the respondents (Ferdy, 2012). This research will use the non-probability

sampling technique. In non-probability technique researcher will use:

Snowball Sampling and Judgmental Sampling. Snowball Sampling is when

you distribute the questionnaire to respondents and that respondents also can

distributes to others (Paula, 2010). Judgmental sampling, researchers can ask

to any people that they found to full fill the questionnaire, so it depend on the

researcher judges (Paula, 210).

3.3 Research Instrument

The questionnaires were made by gathering data and knowledge from the

literature review and related past studies done by a few researchers lately,

then the survey are disseminated to the target gathering to test the

speculation so as to accomplish the destinations of this research. The

questionnaires comprise of 57 questions which comprised 7 demographic

questions, 17 independent variable questions, 28 questions and 5 dependent

variable questions. The survey organized focused around 7 purposes of likert

scale which speak to 1 for strongly disagree and 7 for strongly agree.

28

Compiled from some previous journal knowledge and dissertation, the

questions were modified in order to fit with the condition analyzed by the

researcher. The following table showed the source and number of items of

constructs used.

Table 3.1

Statements Use for Research

Variable Author (s) Statements

Independent Variable

Reputation Indah (2013) 1. Lazada is kwon by many people

2. Lazada is the popular online shop

3. Lazada is the bigger online shop in Indonesia

4. Lazada is the one of the bigger players in online

market

Easy to Use Agung (2014) 1. The ordering process on Lazada is easy and secure

2. The transaction process on Lazada is easy and

secure

3. The delivery process on Lazada is easy and secure

4. Lazada.co.is is easy to use

5. Lazada make me easier to find the information

regarding about the product than other e-commerce

Information

Quality

Agung (2014) 1. I believe with information that given by Lazada

2. The information that given by lazada is appropriate

with my expectation

3. The information of Lazada is accurate

Website

Atmosphere

Wibowo (2013) 1. Website lazada have good design

2 Website Lazada give the detail information

regarding the product

3. Website Lazada provide the picture of products

4. I have enjoyed when using lazada

5. I use Lazada because the simple design and easy to

29

understand.

Mediating Variable

Switching

Barrier

Wibowo (2013)

Switching Cost

1. If I used the other e-commerce, I worried that e-

commerce not like my expectation

2. I need more time to evaluate others e-commerce if I

want to switch.

3. I worried; I will need much time to adapt with the

new e-commerce.

4. If I switch to other e-commerce, I will find the hard

way to start it

5. If I switch to other e-commerce I will lose many

profit such as: discount, promotion, bonus and etc

6. If I switch to other e-commerce I will need more

cost

Interpersonal Relationship

1. I think the customers service of lazada have a good

communication with customers

2. Customers service of lazada provide the time for

the customers who want do consultation

3. I enjoy doing consultation with customers service

lazada

4. I have a good relationship with customers service

lazada

5. I enjoying have relationship among customers

lazada

6. I always do sharing among Customers Lazada

Attractiveness of Alternative

1. I am not interest with other e-commerce cause

Lazada have a good reputation


30

Lazada is the popular e-commerce


Lazada have a complete products variety


Lazada have the Cost On Delivery (COD) service


Lazada has the credit payment service

6. I am not interest with other e-commerce because

Lazada has a good transaction process.

Service Recovery

1. The customers Service of Lazada give the fast

respond regarding the failure service

2. The customers have been given a easy way to

deliver their problem

3. Lazada have a good monitoring process in doing

service recovery

4. The action that lazada make to resolve the failure

service is good

5. Customer service of Lazada serve the customer’s

nicely

6. Lazada give the best performance solve the failure

service

7. Lazada give empathy to customers in resolve the

problem

8. Lazada say sorry regarding the failure services

9. The problem solving of failure service is flexible

10. Lazada offer additional service regarding the

failure service such as free delivery fee

Dependent Variable

Behavioral

Loyalty

Tasya (2014) 1. I will be loyal to Lazada

2. When I want to do the transaction, Lazada will be

31

my first choice

3. I will not Switch to others e-commerce

4. I will recommended Lazada to others

5. I will keep doing transaction in Lazada

Demographic

Ismail (2014) 1.gender

2. age

3. job status

4. Domicile

5.favorite online shop

6.last six month transaction on online shop

Filtered Question

Researcher Have you done transaction in Lazada for 3 times?

3.4 Measurement Model

3.4.1 Validity

Clooper and Shcindler (2006) mentioned there are two types of validity, those

are content validity and construct validity. The content validity has done before

the questionnaire is distributed to the respondents. The contents validity is

based on the previous research or the previous journal. The content validity

also has discussed and consulted with the Business Administration expert who

is the advisor of this thesis. Then, the construct validity is determining the

theoretical questionnaire (Clooper and Shcindler, 2006). For the construct

validity the researcher uses the statistical software to check that data valid or

not.

The purpose of the validity test is to know the understanding of the respondents

regarding the questionnaire (Hermayanti, 2016). The variable will be

categorized as valid if the respondent’s understanding is equal and it can be

categorized if not. Then, the researchers need to change or removed it.

32

To find the valid data there are 4 criteria that must be full filled by the variable.

Those criteria are using KMO MSA (Kaiser-Meyer-Olkin) and Bartlett’s Test,

Communalities, Total Variance Explained and Rotated Component Matrix

(Malhotra, 2010).

1. KMO MSA (Kaiser-Meyer-Olkin) and Bartlett’s Test

The purpose of the KMO MSA is to know is variables appropriate or not,

and the value of the KMO MSA have to between 0.5 and 1. When the value

is less than .5 it means there is unexplained variables among variables

(Malhotra, 2010). Since the Bartlett’s test is to knowing or to assess the

correlation among variables and the value of Bartlett’s test have to less than

0.05 (Malhotra, 2010).

2. Communalities

In this step, the communalities have ability to answer the factors or

variables explained (Tasya, 2014). The ideal classified for the

communalities have to bigger than 0.5. the communalities use to find the

ideal factors in the research (Malhotra, 2010).

3. Total Variance Explained

Malhotra (2010) mentioned the ideal number of the total variance is bigger

than 60%. This numbers shown the satisfactory level of the cumulative

percentage extracted by the variables. It also used to minimize the loading

varimax rotation is used (Tasya, 2014).

4. Rotated Component Matrix

The table rotated component matrix shown the loading factors in the

variables. This table can classify the variables. The criterion of the rotated

component matrix is there is no found the crossing factors (Ismail, 2014).

33

3.4.2 Reliability Test

Reliability test is test or an instrument that use to find the consistency of the

variables (Henry, 2012). A few methods exist to deciding the reliability of a

measuring instrument. Robert (2006) citied on Ismail (2014) mention there two

classes of this methods: external consistency technique and internal consistency

technique. For the external consistency technique divided into: Test-retest

method and Parallel manifestations method. And for the internal consistency

technique divided into: Split-half technique method, Cronbach's alpha method,

and Item Analysis method (ismail, 2014).

To check the reliability in this research researcher tend to use the cronbach’s

alpha method since there was many researchers use cronbach’s alpha in

previous research. Cronbac’s alpha can be defined by the equation:

Cronbach’s α =

Where:

N = Number of items

C = the average inter-item covariance among the items

= the average variance

To measure the reliability, the value of the conbach’s alpha has to bigger than

0.6 (Youseff, 2011). If the cronbach’s alpha is less than 0.6, it means the

unsatisfactory reliability (Tasya, 2014). In others case if the cronbach’s alpha

is closely below 0.6 still acceptable (Kehoe, 1995).

3.5 Data Collection Procedure

The researcher decided to use the electronically questionnaire to distribute

the questionnaire by using Google Drive. This electronic questionnaire can

minimize the time and cost to find the size of the respondents that researcher

wants. The researcher wants to find 300 of the respondents that already do

transaction on Lazada for 3 times. To find that kind of respondents the

34

researcher provide a question to filter the respondents, the question is “Have

you done the transaction for 3 times?” if the respondents answers YES they

can continue to the next question and if the respondents answer NO they can

stop to full fill the questionnaire.

The researcher has distributed the questionnaire to 367 respondents. The

researcher found 303 respondents that have done the transaction for 3 times

and 64 respondents have not done transaction for 3 times. Then, the

researcher goes to analyze data from 303 respondents.

Figure 3.1

Respondents by Criteria

Source: Primary Data

3.6 Data Analysis

3.6.1 Demography

In the demography data researcher will use graphs to describe it. The

information that will be described is Gender, Age, Domicile, Job Status, last

Transaction for six months, and Favourite e-commerce. This analyze will

explain the percentage and number of respondents each questions.

3.6.2 Descriptive Analysis

Next is the Descriptive Analysis, in this part the researcher will describe the

respondent’s answer for each questions. The question that will be described is

the valid question based on the statistical result.

Not yet, 64

Already, 303

35

3.7 Hypotheses Testing

The hypotheses that researcher contract before will tested by the Structural

Equation Model (SEM). This technique have provided by the statistical efficiency

and the ability to access the relationship among variables (Kassim, 2010). ). In its

most straightforward sense, SEM gives the fitting and most productive and

estimation method for an arrangement of particular multiple relapse equation

assessed simultaneously. In the hypotheses testing will be dividing in to three

parts:

3.7.1 Selecting the Type of Input Matrix and Proposed Estimated

Model

For the Structural Equation Model the researcher uses the maximum likelihood

method (ML). This method requires the numbers of the respondents are 200 - 400

respondents, since the respondents have 303 numbers of respondents, so this

method is allowed. If the number of respondents is high, it will be made the poor

of good fit model.

3.7.2 Construct the Path Diagram and Change into Structural

Equation

In this step the researcher will make the relationship among variables. The first

one is the relationship between independent variable to mediating variables. Then,

researcher makes the relationship between mediating variables and dependents

variables. After construct the diagram the researcher goes to the next step.

3.7.3 Evaluating Estimated Model

The next is the researcher has to analyze the relationship based on the good fit

model. There are several indicators on good fit model. Those are: The probability

of chi square, CMIN/DF, GFI, RMSEA, AGFI, TLI, NFI, and CFI. All those

indicators of good fit will explained in the table below (Table 3.2)

36

Table 3.2

Measuring Model Fit

No MEASUREMENT

DEGREE OF

COMPATIBILITY

DESCRIPTION

ACCEPTABLE

LEVEL

MATCH

1. Chi Square

Normed chi square

(x2/df)

Testing whether the

estimated population

covariance same with

sample covariances

(whether the model fits the

data)

The ratio between the

values of chi square with

degree of freedom

Lower limit = 1.0

After limit = 2.0 or

3.0

P < 0.05

x2/df > 5

2. Goodness of Fit Indices

(GFI)

Measure the accuracy of

the model in generating

observed covariance

matrix

GFI ≥ 0.90

3. The minimum sample

discrepancy function

divided with degree of

freedom (CMIN/DF)

Statistic chi square divided

degree of freedom

0.05 < CMIN/DF

> 5

4. Adjusted goodness of Fit

Index (AGFI)

AGFI is the development

of GFI adjusted for degree

AGFI ≥ 0.90

5. Root Mean Square Error

of Aproximation

(RMSEA)

The average difference in

degree of freedom which

is expected to occur in

population, and not the

sample

RMSEA ≤ 0.08

(good fit)

RMSEA < 0.05

(close fit)

37

6. Comparative Fit Index

(CFI)

Feasibility test of the

proposed model with the

basic model. If CFI closer

to 1, indicating the highest

level of fit

Lower limit = 0

Upper limit =1

CFI ≥ 0.90

7. Tucker Lewis Index

(TLI)

Comparing a model that

was tested against a

baseline model. The size

measure combains

parsimony into a

comparative index

between the proposed

model and null model.

Lower limit =0

Upper limit =1.0

TLI ≥ 0.90

Source: Ismail (2014)

Based on the table above can be summarized:

Table 3.3

Summary of Good Fit Measurement

Criteria Good Fit Value Interpretation

Chi Square P < 0.05 Accepted

CMIN/DF 0.05 < x <5 Good fit

RMSEA 0.05 ≤ ≤ 0.08 Good fit

GFI ≥ 0.90 Good fit

AGFI ≥ 0.90 Good fit

CFI ≥ 0.95 Good Fit

TLI ≥ 0.90 Good Fit

Source: Ismail (2014)

38

CHAPTER IV

ANALYSIS AND INTERPRETATION

1.1 Company Profile

Lazada.co.id is the most popular e-commerce in Indonesia based on the

NusataraResearch (2015). Lazada.co.id establish on 2012 and one of the

member of the Lazada group in South East Asia. The member of Lazada

group in South East Asia is Lazada Indonesia, Lazada Malaysia, Lazada

Thailand, Lazada Vietnam, and Lazada Filipina. That group is established

by the Rocket Internet Company from Germany.

Lazada Indonesia focuses on the B2C commerce model or Business to

Customers. This kind of commerce can give an opportunity to the

customers directly to do transaction in Lazada website. This commerce

makes the customers easily to do transaction; the customers’ just need to

order from the website and the Lazada will be directly deliver the product

to the customers.

Lazada.co.id also provides the COD (cost on delivery) service. This kind

of service is created to anticipate the customers that who do not trust in

lazada.co.id. So, the customers can directly pay the product to the

lazada.co.id without do the banking transaction. Then, Lazada.co.id also

provides the credit payment to the customers.

Lazada.co.id sells many varieties of products, such as: electronic devices,

accessories, toys, beauty product, gym equipment/tool, Household

electronic, automotive, medicine, Music and Instrument, and Books. That

kind of product category will be categorized in website of lazada. Ti will

make the customers easily to find their product in the website.

39

4.2 Demography Data

4.2.1 Gender

Figure 4.1

Respondents by Gender


The graphic above shown from 303 respondents, Women is the highest

user of Lazda.co.id. The percentage of women is 72% or equal to 217

respondents and for the man 28% or equal to 86 respondents.

4.2.2 Age

Figure 4.2

Respondents by Age


From the figure above, it is known that the respondents are mostly

come from the range of age between 23 – 27 years old (49.83% or equal

to 151 respondents). Followed by respondents whose age between 18 – 22

years old (41.91% or equal to127 respondents) and 28 – 32 years old

(7.92% or equal to 24 respondents). The rest .33% is respondent’s age

between <17 years old (equal to 1 respondent).

Man 28%

Woman 72%

<17 years old,

0.33%

18-22 years old 41.91%

23-27 years old, 49.83%

28-32 years old,

7.92%

40

4.2.3 Occupation

Figure 4.3

Respondents by Occupation


The graph above describe the occupation the respondents. In this research

there are 3 criteria of occupation: Students, worker and house wife. The

highest one is students with number 48.2% or equal to 146 respondents.

Followed by Workers with 46.2% or equal to 140 respondents. The rest is

House wife with 5.6% or equal to 17 respondents.

4.2.4 Domicile

Figure 4.4

Respondents by Domicile


This research has done in Jakarta region which are East Jakarta, North

Jakarta, Central Jakarta, West Jakarta, and South Jakarta. From the graph

above most of the respondents live in West Jakarta with percentage 26.7%

or equal to 81 respondent. The next is respondents who lived in South

Students, 48.2%

Workers, 46.2%

House wife, 5.6%

Central, 17.2%

West, 26.7% South,

25.4%

East, 22.4%

North, 6.3%

Others, 2.0%

41

Jakarta with percentage 25.4% or equal to 77 respondents. Followed by

East Jakarta with 22.4% or equal to 68 respondents that live in there. Next

is Central Jakarta 17.2% or equal to 52 respondents and North Jakarta

there is 6.3% or equal to 19 respondents. The rest is live outside of Jakarta

with the percentage 2.0% or equal to 6 respondents.

4.2.5 The Common E-commerce that Respondents Use

Figure 4.5

Respondents by The Common E-commerce that Respondents Use


Based on the figure above shown the favourite e-commerce for the

respondents are Lazada.co.id 77.6%, followed by Toko Pedia 10.6%,

Mataharimall.co.id 4.3% and 3.3% use Bukalapak. In other way there are

4.3% of the respondent that willing the others e-commerce.

4.2.6 Nominal Transaction in the Last Six Months

Figure 4.6

Respondents by The Last 6 Months Transactions


Bukalapak.com, 3.3%

Lazada.co.id,

77.6%

Mataharimall

.com, 4.3%

Toko Pedia, 10.6%

Others, 4.3%

≤ IDR 200,000,

4.3%

≥IDR 800,001, 23.4%

IDR 200,001 - 500,000, 28.1%

IDR 500,001 - 800,000,

44.2%

42

The graph above shown the transaction that respondent did in the last six

months. The highest transaction is IDR 500,001 - 800,000 with 44.2% or

equal to 134 respondents. The second transaction is IDR 200,001 -

500,000 with percentage 28.1% or equal to 85 respondents. The next is

≥IDR 800,001 with percentage 23.4% or equal to 71 respondents. The last

is ≤ IDR 200,000 with percentage 4.3% or equal to 13 respondents.

4.3 Data Analysis

To analyze the collected data, the tool that be used is SPSS. The rules and steps

that follow in here as explained in chapter III, which is consists of validity and

reliability data analysis and hypothesis testing using Structural Equation Modeling

(SEM).

In fact, all data that input here has passed the validity and reliability test earlier.

And below are the factors that really valid to be used.

4.3.1 Validity Test

It is important to check the validity of the measurement tools used in this

research, to know whether the result of research is truthfully

represent the concept in reality. Thus, after obtaining data from

respondents, the researcher tested the validity by using Factor Analysis.

The criteria of factor analysis are Kaiser-Meyer-Olkin Measure of

Sampling Adequacy (KMO MSA), Bartlett‟s Test of Sphericity,

Communalities, Total Variance and Rotated Component Matrix.

A. Independent Variables

1. KMO and Bartlett’s Test

There are 18 questions in the Independents variable that have to

analyze. Those come from: 4 questions from Reputation variable, 5

questions from Easy to Use variable, 3 questions from Information

Quality, and 5 questions from Website Atmosphere variable. From

those 18 questions the researcher need to delete 10 questions to find

the valid data analysis based on the criteria. The questions that

43

researcher removed are question number 1 and 2 from reputation,

question number 1, 4 and 5 from Easy to Use variable, question

number 1 from information quality, and question number 2,3 and 5

from Website Atmosphere variable. After removed those question

researcher found the KMO MSA is .866 bigger than .5 it means the

data pass the KMO MSA test. The number of Bartlett’s Test shown

.000. It means there is the relationship among the Independent

variables.

Table 4.1

KMO MSA and Bartlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .866

Bartlett's Test of Sphericity

Approx. Chi-Square 775.734

Df 28

Sig. .000

Source: Statistical Software Result

2. Communalities

To measure the validity data, Communalities are very important with

the aim to share variance with other entire variable. To pass the

communalities test, the variables must have value greater than 0.5.

After done the KMO and Bartlett’s Test and removed 10 questions

from Independent variable researcher found the communalities. There

are 8 questions that have passed the communalities analysis. Question

number 3 and 4 from Reputation variable, questions number 2 and 3

from Easy to Use variable, question number 4 and 1 from Website

Atmosphere variables and all of those question shown the number of

Extraction bigger that .5. It means the data passed the communalities

test.

44

Table 4.2

Communalities Independent Variable



Total Variance explained is the variance cumulative explained by each

variable. The criterion to pass variance explained is to be must greater

than 60%. Based on the analysis the researcher found the number of Total

Varian Explained is 77.483%, bigger than 60%. It means the data pass the

Total Variance Explained test.

Table 4.3

Total Variance Explained Independent Variable


Communalities

Initial Extraction

R3 1.000 .779

R4 1.000 .810

ETU2 1.000 .755

ETU3 1.000 .742

IQ2 1.000 .833

IQ3 1.000 .753

WA4 1.000 .685

WA1 1.000 .842

Extraction Method: Principal

Component Analysis.

Compo

nent

Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

1 3.809 47.614 47.614 3.809 47.614 47.614 1.595 19.937 19.937

2 .965 12.069 59.683 .965 12.069 59.683 1.565 19.563 39.500

3 .773 9.661 69.344 .773 9.661 69.344 1.564 19.556 59.056

4 .651 8.139 77.483 .651 8.139 77.483 1.474 18.428 77.483

45


Rotated Component Matrix shows how many factors that extracted in a

variable. In this research the factors that extracted. In this research

there are 4 factors on the Independent variables. Those are: Reputation,

Easy to Use, Information Quality and Website Atmosphere. The

criteria of the Rotated Component Matrix are: there is no crossing

factor and the number of extraction has to bigger that .5. Based on the

analysis there is no crossing factors founded and there is no the

number of extraction below .5. It means the data passes the Rotated

Component Matrix analysis.

Table 4.4

Rotated Component Matrix Independent Variable

Rotated Component Matrixa

Component

1 2 3 4

R4 .841

R3 .804

ETU2 .806

ETU3 .789

IQ2 .866

IQ3 .758

WA1 .902

WA4 .707

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 5 iterations.


46

B. Mediating Factors

1. KMO And Bartlett’s Test

For the mediating variable analysis there are 28 questions than have to

be analyzed. 6 question from Switching Cost, 6 questions from

Interpersonal Relationship, 6 question from Attractiveness of

Alternative and 10 questions from Service Recovery. After done the

data analysis the researcher needs to remove 13 questions. Those are:

question number 3 and 5 on Switching Cost, questions number 2 and 5

on Interpersonal Relationship, question number 1, 2 and 6 on

Attractiveness of Alternative and question number 1, 2,3,7,9 and 10 on

Service Recovery.

After removed those questions the researcher found the KMO MSA is

.934, bigger than .5 and it pass the KMO criteria. The Bartlett’s Test is

also shown the relationship among variables by number .000 on the

data analysis.

Table 4.5

KMO MSA and Bartlett’s Test Mediating Variable





Df 105

Sig. .000


2. Communalities

In the communalities all the question have shown the valid extraction

numbers that bigger than .5. For the mediating variable also passed the

communalities analysis.

47

Table 4.6

Communalities Mediating Variable

Communalities

Initial Extraction

SC1 1.000 .579

SC2 1.000 .689

SC4 1.000 .538

SC6 1.000 .743

IR1 1.000 .553

IR3 1.000 .702

IR4 1.000 .686

IR6 1.000 .605

AOA3 1.000 .524

AOA4 1.000 .735

AOA5 1.000 .734

SR4 1.000 .623

SR5 1.000 .636

SR6 1.000 .594

SR8 1.000 .580


Component Analysis.


After done the KMO and Bartlett’s test and removed 13 question on

mediating variables researcher found 15 question than have pass the

communalities criteria. Question number 1, 2, 4 and 6 on Switching

cost, questions number 1, 3, 4, and 6 on Interpersonal Relationship,

question numbers 3, 4, and 5on Attractiveness of Alternative and

questions numbers 4, 5, 6, and 8 on Service Recovery.


The data analysis on the mediating variables showed numbers

63.477% and that numbers bigger than 60%. The data passed the

analysis.

48

Table 4.7

Total Variance Explained Mediating Variable

Com

pone

nt

Initial Eigen values Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

1 6.461 43.072 43.072 6.461 43.072 43.072 2.641 17.605 17.605

2 1.199 7.990 51.063 1.199 7.990 51.063 2.545 16.968 34.573

3 1.029 6.862 57.925 1.029 6.862 57.925 2.422 16.148 50.720

4 .833 5.552 63.477 .833 5.552 63.477 1.913 12.756 63.477




Table 4.8

Rotated Component Matrix Mediating Variable

Component

1 2 3 4

SR5 .731

SR4 .714

SR6 .691

SR8 .651

SC6 .808

SC2 .774

SC1 .591

SC4 .540

IR3 .771

IR4 .728

IR1 .605

IR6 .550

AOA4 .829

AOA5 .820

AOA3 .501



49

On the data analysis the researcher did not find the crossing factors on

the analysis and also the researchers did not find the numbers

Extraction variables under .5. It means mediating variable passed the

data analysis. In mediating analysis researcher also mentioned 4

factors on analysis. Those are Switching Cost, Interpersonal

Relationship, Attractiveness of Alternative and Service Recovery.

C. Dependent Variable

1. KMO and Bartlett’s Test

On the Dependent variable the research put 5 questions and there is no

removed question on this analysis. The researcher found the number

KMO MSA .834, it bigger than .5 and it means passed. The Bartlett’s

test also showed the .000. It means the data is significant.

Table 4.9

KMO MSA and Bartlett’s Test Dependent Variable





Df 10

Sig. .000


2. Communalities

On the communalities testing the depended variable passed the test. All

the questions have numbers of Extraction bigger than .5. So the data

pass the communalities analysis.

50

Table 4.10

Communalities Dependent Variable

Communalities

Initial Extraction

BL1 1.000 .686

BL2 1.000 .658

BL3 1.000 .593

BL4 1.000 .508

BL5 1.000 .689


Component Analysis.



The number of the Total Variance Explained on the dependent variable

showed 62.683%. That number is bigger than 60% on the criteria. So,

the Dependent variable passes this analysis.

Table 4.11

Total Variance Explained Dependent Variable

Component Initial Eigen values Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 3.134 62.683 62.683 3.134 62.683 62.683

2 .683 13.652 76.336

3 .476 9.511 85.847

4 .375 7.496 93.342

5 .333 6.658 100.000



4.3.2 Reliability Test

The reliability of variables is tested separately, and only the questions

which have passed the previous validity test that will be included.

51

Table 4.12

Reliability Test of Variables


It can be seen that all the variables has the high value of Cronbach‟s

Alpha which is more than 0.6, which means that all the questions are

reliable and consistent on measuring the specific object.

4.3.3 Descriptive Analysis

In the descriptive analysis, the research will analyze further about the

result of each question conducted in the survey. The question that will be

summarized is the valid question based on the statistical analysis. The

questions are answered by 7 points of Likert scale, ranging from 1

to 7, which means 1 is strongly disagree, 2 is disagree, 3 is slightly

disagree, 4 is neutral, 5 is slightly agree, 6 is agree, and 7 is strongly

agree. The respondents‟ answers will be summarized as follow:

No Variables Questions Cronbach’s

Alpha

1 Reputation R3 and R4 .738

2 Easy to Use ETU2 and ETU3 .673

3 Information Quality IQ2 and IQ3 .732

4 Website Atmosphere WA1 and WA4 .655

5 Switching Barrier SC1, SC2, SC4,sc6, IR1,

IR3, IR4, IR6, AOA3,

AOA4, AOA5, SR4, SR5,

SR6, and SR8

.904

6 Behavioral Loyalty BL1, BL2, BL3, BL4, and

BL5

.850

52

A. Independent Variable

Figure 4.7

Reputation Chart of Data Summary


The figure above shown the summary of respondents based on the

Reputation’s questions. The first is question number 3 from Reputation

factor “Lazada is the biggest online shop in Indonesia”. Based on that

question there are 42.9% of the customers choose slightly agree,

followed by 28.1% of the respondents are agree, 18.5% of the

respondents are neutral, 5.9% of the respondents are slightly disagree,

2.6% of the respondents are strongly agree, 2.0% of the respondents

are disagree, and there is no respondents choose strongly disagree.

Then, for the reputation’s question number 4 “Lazada is one of the

biggest players in online market”. Based on that question there are

41.3% of the customers choose slightly agree, followed by 26.1% of

the respondents are agree, 22.4% of the respondents are neutral, 4.3%

of the respondents are slightly disagree, 3.6% of the respondents are

strongly agree, 2.0% of the respondents are disagree, and 0.3% of

respondents choose strongly disagree.

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 2.0% 5.9%

18.5%

42.9%

28.1%

2.6%

Lazada is the biggest online shop in Indonesia

Question R3

0.0%

50.0%

1 2 3 4 5 6 7

0.3% 2.0% 4.3% 22.4%

41.3% 26.1%

3.6%

Lazada is the one of the biggest players in online market

Question R4

53

Figure 4.8

Easy to Use Chart of Data Summary


The figure above shown the summary of respondents based on the Easy

to Use’s questions. The first is question number 2 from Easy to Use

factor “The transaction process on Lazada is easy and secure”. Based on

that question there are 38% of the customers choose slightly agree,



2.6% of the respondents are strongly agree, and there is no respondents

choose slightly disagree and strongly disagree. Then, the Easy to Use’s

question number 3 “The delivery process on Lazada is easy and

secure”. Based on that question there are 49.8% of the customers

choose slightly agree, followed by 26.4% of the respondents are agree,

17.8% of the respondents are neutral, 3% of the respondents are

strongly agree, 2.6% of the respondents are slightly disagree, 0.3% of

the respondents are disagree, and there is respondents choose strongly

disagree.

0.0%

20.0%

40.0%

1 2 3 4 5 6 7

0.0% 0.0% 3.3%

21.8%

38.0% 34.3%

2.6%

The transaction process on Lazada is easy and secure

Question ETU2

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 0.3% 2.6% 17.8%

49.8%

26.4%

3.0%

The delivery process on Lazada is easy and secure

Question ETU3

54

Figure 4.9

Information Quality Chart of Data Summary



Information Quality’s questions. The first is question number 2 from

Information Quality factor “I have believed with the information that

Lazada provide”. Based on that question there are 39.3% of the

customers choose agree, followed by 36.6% of the respondents are

slightly agree, 16.8% of the respondents are neutral, 3.6% of the

respondents are slightly disagree, 3.3% of the respondents are strongly

agree, 0.3% of the respondents are disagree, and there is no respondents

choose strongly disagree. Then, the Information Quality’s question

number 3 “The information that given by Lazada is appropriate with my

expectation”. Based on that question there are 43.6% of the customers

choose slightly agree, followed by 28.1% of the respondents are agree,

17.8% of the respondents are neutral, 5.9% of the respondents are

strongly agree, 4.3% of the respondents are slightly disagree, 0.3% of

the respondents are disagree, and there is no respondents choose

strongly disagree.

0.0%

20.0%

40.0%

1 2 3 4 5 6 7

0.0% 0.3% 3.6%

16.8%

36.6% 39.3%

3.3%

I have believed with the information that Lazada …

Question IQ2

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.3% 4.3% 17.8%

43.6% 28.1%

5.9%

The information that given by lazada is appropriate with my …

Question IQ3

55

Figure 4.10

Website Atmosphere Chart of Data Summary



Website Atmosphere’s questions. The first is question number 1 from

Website Atmosphere factor “Website Lazada have a good design”.

Based on that question there are 44.6% of the customers choose slightly

agree, followed by 28.1% of the respondents are agree, 21.5% of the


2.0%% of the respondents are strongly agree, 0.3% of the respondents

are disagree, and there is no respondents choose strongly disagree.

Then, the Website Atmosphere’s question number 4 “I have enjoyed

when using Lazada”. Based on that question there are 4i.9% of the

customers choose slightly agree, followed by 36% of the respondents

are agree, 15.5% of the respondents are neutral, 3.6% of the

respondents are strongly agree, 2.6% of the respondents are slightly

disagree, 0.3% of the respondents are disagree, and there is no


0.0%

50.0%

1 2 3 4 5 6 7

0.0% 0.3% 3.6%

21.5%

44.6% 28.1%

2.0%

Wesibsite lazada have good design

Question WA1

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 0.3% 2.6% 15.5%

41.9% 36.0%

3.6%

I have enjoyed when I use Lazada.co.id

Question WA4

56

B. Mediating Variable

Figure 4.11

Switching Cost Variable Chart of Data Summary



Switching Cost’s questions. The first is question number 1 from

Switching Cost factor “If I used the other e-commerce, I worried that

e-commerce not like my expectation”. Based on that question there are

43.6% of the customers choose slightly agree, followed by 28.4% of

the respondents are agree, 16.5% of the respondents are neutral, 9.2%


disagree, 1.0% of the respondents are strongly agree, and there is no

respondents choose strongly disagree. Then, the Switching Cost’s

question number 2 “I need more time to evaluate others e-commerce if

I want to switch”. Based on that question there are 37.5% of the

customers choose slightly agree, followed by 30.4% of the respondents


0.0%

50.0%

1 2 3 4 5 6 7

0.0% 1.3% 9.2%

16.5%

43.6%

28.4%

1.0%

If I used the other e-commerce, I worried that e-commerce not …

Question SC1

0.0%

20.0%

40.0%

1 2 3 4 5 6 7

0.3% 3.3% 7.6% 18.5%

37.0% 30.4%

3.0%

I need more time to evaluate others e-commerce if I want to …

Question SC2

0.0%

50.0%

1 2 3 4 5 6 7

0.3% 3.3% 8.9% 17.2%

43.6% 26.4%

0.3%

If I switch to other e-commerce, I will find the hard way to start it.

Quetion SC4

0.0%

50.0%

1 2 3 4 5 6 7

1.3% 3.6% 8.3% 22.8%

40.6%

20.5% 3.0%

If I switch to other e-commerce I will need more cost

Question SC6

57

respondents are slightly disagree, 3.3% of the respondents are disagree,

3.0% of the respondents are strongly agree, and 0.3% respondents

choose strongly disagree. Next, the Switching Cost’s question number

4 “If I switch to other e-commerce, I will find the hard way to start it”.

Based on that question there are 43.6% of the customers choose

slightly agree, followed by 28.4% of the respondents are agree, 16.5%

of the respondents are neutral, 9.2% of the respondents are slightly

disagree, 1.3% of the respondents are disagree, 1.0% of the

respondents are strongly agree, and there is no respondents choose

strongly disagree. The last is Switching Cost’s question number 6 “If I

switch to other e-commerce I will need more cost”. Based on that


followed by 22.8% of the respondents are neutral, 20.5% of the

respondents are agree, 8.3% of the respondents are slightly disagree,

3.6% of the respondents are disagree, 3.0% of the respondents are

strongly agree, and 1.3%respondents choose strongly disagree.

Figure 4.12

Interpersonal Relationship Variable Chart of Data Summary


0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.3% 4.0%

28.1%

47.5%

19.8%

0.3%

I think the customers service of lazada have a good …

Question IR1

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.3% 3.3% 19.8%

49.8%

25.7%

1.0%

I enjoy doing consultation with customers service lazada

Question IR3

58

Figure 4.12

Interpersonal Relationship Variable Chart of Data Summary



Interpersonal Relationship’s questions. The first is question number 1

from Interpersonal Relationship factor “I think the customers service of

lazada have a good communication with customers”. Based on that



respondents are agree, 4% of the respondents are slightly disagree,

0.3% of the respondents are disagree, 0.3% of the respondents are

strongly agree, and there is no respondents choose strongly disagree.

Then, the Interpersonal Relationship’s question number 3 “I enjoy

doing consultation with customer’s service lazada”. Based on that




1% of the respondents are strongly agree, 0.3% of the respondents are

disagree, and there is no respondents choose strongly disagree. Next,

the Interpersonal Relationship’s question number 4 “I have a good

relationship with customer’s service lazada”. Based on that question

there are 42.9% of the customers choose slightly agree, followed by

27.1% of the respondents are agree, 20.5% of the respondents are

neutral, 5.3% of the respondents are slightly disagree, 3.3% of the

0.0%

50.0%

1 2 3 4 5 6 7

0.7% 0.3% 5.3% 20.5%

42.9% 27.1%

3.3%

I have a good relationship with …

Question IR4

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 1.0% 7.6% 18.5%

42.6% 28.4%

2.0%

I always do sharing among …

Question IR6

59

respondents are strongly agree, 0.7% of the respondents are strongly

disagree, and 0.3% of the respondents choose slightly disagree. The last

is Interpersonal Relationship’s question number 6 “I always do sharing

among Customers Lazada”. Based on that question there are 42.6% of

the customers choose slightly agree, followed by 28.4% of the

respondents are agree, 218.5% of the respondents are neutral, 7.6% of

the respondents are slightly disagree, 2% of the respondents are

strongly agree, 1% of the respondents are disagree, and there is no


Figure 4.13

Attractiveness of Alternative Variable Chart of Data Summary



Attractiveness of Alternative’s questions. The first is question number 3

from Attractiveness of Alternative factor”I am not interest with other e-

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 1.3% 6.9% 20.1%

46.5%

25.1%

0.0%

I am not interest with other e-commerce cause Lazada have a …

Question AOA3

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.3% 0.0% 2.0% 6.3% 20.5%

47.2%

23.8%

I am not interest with other e-commerce cause Lazada have …

Question AOA4

0.0%

20.0%

40.0%

1 2 3 4 5 6 7

0.0% 0.3% 2.0% 5.3% 16.8%

38.9% 36.6%

I am not interest with other e-commerce cause Lazada has the …

Question AOA5

60

commerce because Lazada have a complete products variety”. Based on

that question there are 46.5% of the customers choose slightly agree,



1.3% of the respondents are disagree, and there is no respondents

choose strongly disagree and strongly angree. Then, the Attractiveness

of Alternative’s question number 4 “I am not interest with other e-

commerce because Lazada have the Cost on Delivery (COD) service”.

Based on that question there are 47.2% of the customers choose agree,

followed by 23.8% of the respondents are strongly agree, 20.5% of the

respondents are slightly agree, 6.4% of the respondents are neutral, 2%


strongly disagree, and there is no respondents choose disagree. Next,

the Attractiveness of Alternative’s question number 5 “I am not interest

with other e-commerce because Lazada has the credit payment service”.

Based on that question there are 38.9% of the customers choose agree,

followed by 36.6% of the respondents are strongly agree, 16.8% of the

respondents are slightly agree, 5.3% of the respondents are neutral, 2%


disagree, and there is no respondents choose slightly disagree.

Figure 4.14

Service Recovery Variable Chart of Data Summary


0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.7% 3.0% 13.5%

50.8%

30.7%

1.3%

Lazada have a good monitoring process in doing service recovery

Question SR4

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.0% 4.6% 13.5%

50.8%

29.0%

2.0%

The action that lazada make to resolve the failure service is good

Question SR5

61

Figure 4.14

Service Recovery Variable Chart of Data Summary



Service Recovery’s questions. The first is question number 4 from

Service Recovery factor “Lazada have a good monitoring process in

doing service recovery”. Based on that question there are 50.8% of the


are agree, 13.5% of the respondents are neutral, 3% of the respondents

are slightly disagree, 1.3% of the respondents are strongly agree, 0.7%

of the respondents are disagree, and there is no respondents choose

strongly disagree. Then, the Service Recovery’s question number 5

“The action that Lazada make to resolve the failure service is good”.


agree, followed by 29% of the respondents are agree, 13.5% of the


2.0% of the respondents are strongly agree, and there is no respondents

choose disagree and strongly disagree. Next, the Service Recovery’s

question number 6 “Customer service of Lazada serves the customer’s

nicely”. Based on that question there are 42.6% of the customers choose

slightly agree, followed by 36.6% of the respondents are agree, 15.8%

of the respondents are neutral, 3.6% of the respondents are slightly

disagree, 1.3% of the respondents are strongly agree, and there is no

respondents choose disagree and strongly disagree. The last is Service

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 0.0% 3.6% 15.8%

42.6% 36.6%

1.3%

Customer service of Lazada serve the customer’s nicely.

Question SR6

0.0%

50.0%

1 2 3 4 5 6 7

0.0% 1.0% 3.0% 15.8%

45.2% 31.7%

3.3%

Lazada give empathy to customers in resolve the problem

Question SR8

62

Recovery’s question number 8 “Lazada give empathy to customers in

resolve the problem”. Based on that question there are 45.2% of the



respondents are strongly agree, 3% of the respondents are slightly

disagree, 1% of the respondents are disagree, and there is no


C. Dependent Variable

Figure 4.15

Independent Variable Chart of Data Summary


0.0%

50.0%

100.0%

1 2 3 4 5 6 7

0.0% 3.0% 5.0% 27.7%

55.8%

8.6% 0.0%

I will be loyal to Lazada

Question BL1

0.0%

20.0%

40.0%

1 2 3 4 5 6 7

0.0% 4.6% 6.3% 20.1%

30.0% 38.3%

0.7%

When I want to do the transaction, Lazada will be my first choice

Question BL2

0.0%

50.0%

1 2 3 4 5 6 7

0.3% 2.0% 4.0% 19.5%

48.5%

23.4%

2.3%

I will not Switch to others e-…

Question BL3

0.0%

20.0%

40.0%

60.0%

1 2 3 4 5 6 7

0.0% 0.3% 4.3% 15.2%

55.8%

22.1%

2.3%

I will recommended Lazada to …

Question BL4

0.0%

50.0%

1 2 3 4 5 6 7

0.3% 2.0% 7.3% 15.2%

47.2%

26.1%

2.0%

I will keep doing transaction in Lazada

Question BL5

63


Behavioral Loyalty’s questions. The first is question number 1 from

Behavioral Loyalty factor “I will be loyal to Lazada”. Based on that



respondents are agree, 5% of the respondents are slightly disagree, 3%

of the respondents are disagree, and there is no respondents choose

strongly disagree and strongly agree. Then, the Behavioral Loyalty

question number 2 “When I want to do the transaction, Lazada will be

my first choice”. Based on that question there are 38.3% of the

customers choose agree, followed by 30% of the respondents are

slightly agree, 20.1% of the respondents are neutral, 6.3% of the

respondents are slightly disagree, 4.6% of the respondents are disagree,

0.7% of respondents are strongly agree and there is no respondents

choose disagree and strongly disagree. Next, the Behavioral Loyalty’s

question number 3 “I will not Switch to others e-commerce”. Based on that



respondents are neutral, 4% of the respondents are slightly disagree,

2.3% of the respondents are strongly agree,2% respondents are disagree

and 0.3 % of respondents are strongly disagree. And then, is Behavioral

Loyalty’s question number 4 “I will recommend Lazada to others”.


agree, followed by 22.1% of the respondents are agree, 15.2% of the


2.3% of the respondents are strongly agree, 0.3% of the respondents are

disagree, and there is no respondents choose strongly disagree. The last,

is Behavioral Loyalty’s question number 5 “I will keep doing

transaction in Lazada”. Based on that question there are 47.2% of the



respondents are slightly disagree, 2% of the respondents are strongly

64

agree and disagree in same percentage, the last 0.3% of the respondents

are strongly disagree.

4.4 Structural Equation Model (SEM)

The analysis is continued by using Structural Equation Modeling (SEM), in

order to test the truthfulness of theoretical framework and hypotheses

proposed by the researcher. There are some assessments needed to be done

before the hypotheses can be tested.

In this research there are six variables included the analysis, categorized to

three types of variables. Independent variable is E-commerce Attributes

(Reputation, Easy to Use, Information Quality and Website Atmosphere),

mediating variable is Switching Barrier and dependent variable Behavioral

Loyalty

Shown below is the result of the standardized estimates calculation of

SEM:

Figure 4.16

Frame Work


The researcher decided to analyze the results of SEM which can be

seen from the statistical software, through the steps below:

65

4.4.1 Assessing the Goodness-of-Fit

The result of SEM Model Fit that has been obtained from statistical

software, should be compared with the Good Fit cut-off value criteria as

theorized by previous researchers, and should make sure the result

passed the criteria and interpreted as acceptable.

Table 4.13

Model Fit of SEM

Criteria Good Fit Value Result Interpretation

Chi Square P < 0.05 .043 Accepted

CMIN/DF 0.05 < x <5 1.139 Good fit

RMSEA 0.05 ≤ ≤ 0.08 .179 Poor fit

GFI ≥ 0.90 .922 Good fit

AGFI ≥ 0.90 .901 Good fit

CFI ≥ 0.95 .988 Good Fit

TLI ≥ 0.90 .986 Good Fit


Based on the above, the probability level is .043 less than .05. It means

the probability is accepted. In the statistical research researcher also

found the number of chi-square is 564.553 and the degree freedom is

320. Also the value of CMIN/DF is 1.139, it also pass the criteria. So, it

can conclude the probability of chi-Square is acceptable.

The next is the value of RMSEA, the value of RMSEA is .176. Based

on Brown and Cudeck (1993) citied on Tasya (2015) the value of

RMSEA can be good fit if the value between .05 to .08, if the value

66

between .08 to .10 it consider as mediocre fit and if the value is above

0.1 it conclude as poor fit. Since the researcher found the value of

RMSEA is .179, so it concluded as a poor fit.

The value of GFI, AGFI and TLI also regard as acceptable, since the

value it bigger than .9 as the criteria. The CFI also acceptable because

the value of CFI is bigger than .95 as criteria, which means food fit.

After evaluating the statistical research, the researcher concludes that

good fit model is acceptable.

4.4.2 Modification and Interpretation of model Estimates

There is some modification on the model which is the covariance of

some errors residual. With the model tested, the statistical software that

used by the researcher, predicted there are correlation between

errors residual that is not explained in this research. With the value of

Goodness fit index indicate all the measurement in a good acceptable

fit, data is ready to be interpreted.

The researcher use Maximum Likelihood Matrix to be used in

this analysis. Through this table, the researcher could evaluate the

relationship between variables. The main point to be evaluated in this

table is the value of Critical Ratio (C.R.) and significance (P). The

value of C.R. has to be more than 1.96. While the significance value

must be less than 0.05 in order to state that the relationship is

significant and the hypothesis is accepted.

67

Table 4.14

Regression Weights (Group number 1 - Default model)

Estimate S.E. C.R. P Label

S.BARR <--- RPT .282 .093 3.036 .002

S.BARR <--- ETU -.006 .168 -.034 .973

S.BARR <--- IQ .371 .123 3.017 .003

S.BARR <--- WA .192 .087 2.213 .027

B.LOYALT

Y

<--- S.BARR 1.093 .100 10.96

3

***

Source: Statistical Software Result Note: ***is P<0.05 or P=0.0001

Based on the table above there are four hypotheses are accepted and one

hypothesis is rejected. Meaning it meets the requirement of Regression

Weight P value have less than >.05.

Table 4.15

Hypothesis Testing

C.R P Interpretation

H1 ReputationSwitching Barrier 3.036 .002 Significant.

Hypothesis accepted

H2 Easy to Use Switching Barrier -.034 .973 Not Significant.

Hypothesis Rejected

H3 Information Quality

Switching Barrier

3.017 .003 Significant.

Hypothesis accepted

H4 Website Atmosphere

Switching Barrier

2.213 027 Significant.

Hypothesis

accepted

H5 Switching Barrier Behavioral

Loyalty

10.963 *** Significant.

Hypothesis accepted


After did the data analysis and conducting the statistical measures, the

researcher found four hypotheses are significant and accepted and one

hypothesis is not significant and rejected. More explanations regarding

those hypotheses testing explained below:

Hypothesis 1: Reputation influences the Customers Switching Barrier

The C.R. value of Reputation to Customer’s Switching Barrier is 3.036

bigger than 1.96 and the P value is .002 less than 0.05, which indicates

68

that Reputation is significantly influences Customer’s Switching

Barrier. Therefore, the Hypothesis 1 is accepted.

Hypothesis 2: Easy to Use influences the Customers Switching Barrier

The C.R. value of Easy to Use to Customer’s Switching Barrier is -.034

less than 1.96 and the P value is .973 more than 0.05, which indicates

that Reputation is not significantly influences Customer’s Switching

Barrier. Therefore, the Hypothesis 2 is rejected.

Hypothesis 3: Information Quality influences the Customers Switching

Barrier

The C.R. value of Information Quality to Customer’s Switching Barrier

is 3.017 bigger than 1.96 and the P value is .003 less than 0.05, which

indicates that Information Quality is significantly influences

Customer’s Switching Barrier. Therefore, the Hypothesis 3 is accepted.

Hypothesis 4: Website Atmosphere influences the Customers Switching

Barrier

The C.R. value of Website Atmosphere to Customer’s Switching

Barrier is 2.213 bigger than 1.96 and the P value is .027 less than 0.05,

which indicates that Website Atmosphere is significantly influences

Customer’s Switching Barrier. Therefore, the Hypothesis 4 is accepted.

Hypothesis 5: Switching Barrier influence the Behavioral Loyalty

The C.R. value of Customer’s Switching Barrier to Behavioral Loyalty

is 10.96 bigger than 1.96 and the P value is *** (.0001) less than 0.05,

which indicates that Customer’s Switching Barrier is significantly

influences Behavioral Loyalty. Therefore, the Hypothesis 5 is accepted.

The table below shows the influence or the correlation each factors. The

influence each factors shown in the estimate column.

69

Table 4.16

Standardized Regression Weights (Group number 1 - Default model)

Estimate

S.BARR <--- RPT .333

S.BARR <--- ETU -.005

S.BARR <--- IQ .427

S.BARR <--- WA .205

B.LOYALTY <--- S.BARR .870


Firstly the researcher evaluates the correlation or the relation between

independent variables (Reputation, Easy to Use, Information Quality,

and Website Atmosphere) and mediating variable (Customer’s

Switching Barrier). Switching Barrier as the Mediating variable

influences by Independent variables. The most influences independent

variable to Customer’s Switching Barrier is Information Quality 42.7

%, followed by Reputation 33.3% and the last 20.5% by Website

Atmosphere. In other way factor Easy to Use shown the negative

number (-.5%) and it less than 10%, it means factor Easy to Use is not

significantly influence the Customer’s Switching Barrier.

Secondly the researcher evaluates the relation between mediating

variable (Customer’s Switching Barrier) and dependent variable

(Behavioral Loyalty). The standardize regression weights shown the

number 87%. It means the Customer’s Switching Barrier is significantly

influences the Behavioral loyalty.

Table 4.17

Squared Multiple Correlations (Group number 1 - Default model)

Estimate

S.BARR

.725

B.LOYALTY

.756


The next is the Square Multiple Correlation; it indicates the ability of

the Independents variable as predictors to explain each variance. The

70

result of the Square Multiple Correlation shown in the table above. The

result explains Switching Barrier represent .725 or 72.5%of each

variance. The rest is 27.5% that explain with other factors that not

include in this research. Then the Behavioral Loyalty represent .756 or

75.6% of each variance and the rest 24.4% can be explained by other

factors that not include in this research.

Table 4.18

Standardized Total Effects (Group number 1 - Default model)

WA IQ ETU RPT S.BARR B.LOYALTY

S.BARR .205 .427 -.005 .333 .000 .000

B.LOYALTY .178 .372 -.005 .290 .870 .000

Standardized Direct Effects (Group number 1 - Default model)


S.BARR .205 .427 -.005 .333 .000 .000

B.LOYALTY .000 .000 .000 .000 .870 .000

Standardized Indirect Effects (Group number 1 - Default model)


S.BARR .000 .000 .000 .000 .000 .000

B.LOYALTY .178 .372 -.005 .290 .000 .000


Based on the standardized of effect table above, shown the

independents factors that significantly and directly affected the

Switching Barrier. The most significant independent factor is

Information Quality 42.7%, followed by Reputation 33.3%, and

Website Atmosphere 19.2%.However Easy to Use factor shown the

negative value -.5% and there no found the Indirect effect from any

variables to Customers Switching Barrier. Then the independents

factors that significantly and indirectly affected the Behavioral Loyalty.

The most significant independents variable is Information Quality

37.2%, followed by Reputation 29% and the Website Atmosphere

71

17.8%. However the Easy to Use shown the negative value of indirect

affect with percentage -.5%. No direct affect from Independent variable

found that significantly affected Behavioral Loyalty.

Then, the mediating factors also significantly and directly affected the

behavioral loyalty with percentage 87%. It means mediating factor have

more power to push the Behavioral Loyalty to be higher.

Figure 4.17

Result of Hypotheses Testing


4.5 Interpretation of Result

After conducting the hypotheses in chapter two each variables: Reputation

significantly influences the Switching Barrier, Easy to Use significantly

influences the Switching Barrier, Information Quality significantly

influences the Switching Barrier, Website Atmosphere significantly

influences the Switching Barrier and Switching Barrier significantly

influence the Behavioural Loyalty, and find 303 respondents around

Jakarta, the do the validity and reliability testing, and also done the

relationship testing using the structural equation model (SEM). Researcher

found different result analysis. Researcher found the independent variables

(e-commerce attributes) give significant and direct effect to mediating

variables (switching barrier) and the independent variables give the

indirect effect to dependent variables(behavioural loyalty), and also the

72

mediating variable give significant and direct effect to dependent

variables.

Table 4.19

Result of Statistical Analysis

C.R P Interpretation

H1 ReputationSwitching Barrier 3.036 .002 Significant.

Hypothesis accepted

H2 Easy to Use Switching Barrier -.034 .973 Not Significant.

Hypothesis Rejected

H3 Information Quality

Switching Barrier

3.017 .003 Significant.

Hypothesis accepted

H4 Website Atmosphere

Switching Barrier

2.213 027 Significant.

Hypothesis

accepted

H5 Switching Barrier Behavioral

Loyalty

10.963 *** Significant.

Hypothesis accepted


Based on, the table above shows switching barrier gives positive impact to

the customer’s switching barrier. This statement approve the e-commerce

attribute significantly influence the switching barrier. The better e-

commerce can create the better switching barrier to the customers. The e-

commerce is the basic factors in e-commerce if the customers do not

satisfy with the e-commerce attributes it can trigger the customers

switching intention. This finding supported by Kim and Moon (2014) they

mention the e-commerce attributes significantly influence the customer’s

switching barrier and also the information quality and website design can

create the switching barrier to the customers (Jonathan, 2013).

However in this research the researcher found the easy to use factor is not

significantly influences the customers switching barrier. In Hermawan

(2014) research found the easy to use significantly influences the

customers switching barrier. Easy to use is one of factor that can create the

switching barrier (Abdurrahman, 2013).

73

Based on that finding, the researchers try to find some fact to prove the

researcher finding. In this research easy to use is easiness or the way of

customers use the e-commerce also related with order process until

delivery process as already explained in chapter two. Based on the official

blog of Lazada.co.id (2016) the researcher found some problem regarding

the order and delivery process such as: the customers can not track their

product but they have order number, the payment confirmation (the lazada

do not give the confirmation regarding the payment already received or

not), and the mistake product that customers received Lazada.co.id official

blog (2016).

Then, lastly the researcher found the switching barrier significantly

influences the behavioral loyalty. It means switching barrier successfully

create the behavioral loyalty to the customers and make the customers

hardly to switch to others service provider or others e-commerce. This

finding supported by Julander (2013), he mentioned the switching barrier

give positive effect to customers repurchase intention and creating

attitudinal loyalty. Thsung (2012), Indah (2014) and Hardiawan (2014)

also found switching barrier influence the customer loyalty.

74

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

The purpose of this research is to analyze the influences of e-commerce

attributes (reputation, easy to use, information quality, and website

atmosphere) toward customer’s switching barrier and implicate on

behaviour loyalty. In this research researcher, Lazada is chosen as the

object of this research. After done the research (start from conducting the

questionnaire, distribute the questionnaire and do the statistical analysis)

the researchers find several results:

1. The e-commerce attributes influence the switching barrier, and the e-

commerce attributes give indirect impact to behavioural loyalty. Also

the customer’s switching barrier significantly and directly influences

the behavioural loyalty. There are four hypotheses from the e-

commerce attributes toward switching barrier, those are: reputation

significantly influences the customer’s switching barrier, easy to use

significantly influences the customer’s switching barrier, information

quality significantly influences the customer’s switching barrier and

website atmosphere significantly influences customer’s switching

barrier. From those four hypotheses, three hypotheses are accepted

and one hypothesis is rejected. The rejected hypothesis is easy to use

significantly influences customer’s switching barrier.

2. The second is the relationship between switching barrier and

behavioural loyalty. The researcher found that the customers

switching barrier significantly influences the behavioural loyalty.The

better customer’s switching barrier can reduce the customer’s

switching intention. Kassim (2010) the switching barrier can create

the customers repurchase intention and attitudinal loyalty.

75

5.2 Recommendation

5.2.1 For The Researcher

After finished this researcher the researcher can got the better

understanding regarding the customers switching barrier. This

understanding not only as requirement to completing the Bachelor

Degree of Business Administration but this understanding also

can be used for the researcher in work place or to continue the

study to the next level.

5.2.2 Academic/ Future Research

Since the research has some limitation, the respondents is not

categorized in same demographical background such as the income

level is mix from the lower and higher, so it will generate different

answer since the background so for the future research it will be

much better when the research is done in the similar background of

the respondents.

The reliability of the respondent in answering the questionnaire

since the questionnaire looked disturbing and requiring time to

answer, so sometime the answer that provide by the respondents

should be questionable. So, for the next research it will be great if

this research should be combined between quantitative and

qualitative method.

5.2.3 For The Business

Based on the researcher finding, there is one factors on e-

commerce attributes that not significantly influences the customers

switching barrier, it is easy to use factors. Easy to use is the

activities ordering, transaction, and delivery process. Since this

factor is not significant, the Lazada have to improve some services

76

regarding this factor. For this problem researcher have some

recommendation:

a. All of the customers of lazada.co.id have the official as a

member of Lazada.co.id. This can make the lazada.co.id to

manage customers and it’s also makes the customers easy to do

consultation regarding their problem. Also can build the trust in

customers because they already member of lazada.co.id.

b. Increase the IT system. For example: when the customers have

paid for their product the information already posted in the

customer’s transaction form. So, the customers do not need the

confirmation for the customer’s service again.

c. Build another workplace in some city. The customers of lazada

not only from the java, some of customers also from: Sumatra,

and kalimatan (Indah, 2014). So, build some workplace out

java can make the delivery system to the customers more

efficient.

The researcher also recommend to Lazada to improve the

e-commerce performance. The better performance of e-commerce

attributes can created the stronger switching barrier to customer’s

and the stronger switching barrier directly will created the

customers behavioural loyalty.

77

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84

Appendix 1

Questionnaire in Bahasa

Pengaruh Komponen Toko Online Terhadap Penghalang

Pembeli Untuk Beralih (Switching Barrier) dan Implikasinya

Pada Prilaku Untuk Loyal


Hallo… Saya Rangga Harmantri, mahasiswa Business Administration di

President University dan saat ini sedang menyelesaikan skripsi sebagai syarat

kelulusan. Penelitian ini bertujuan untuk mengetahui seberapa efficient E-

commerce Attribute dari Lazada.co.id untuk menghalangi penglanggannya untuk

berpindah (switch). Apakan anda suka berbelanja online?? Apakah anda suka

beralih toko Online??

Jika iya, saya membutuhkan bantuan anda untuk mengisi kuesioner berikut ini.

Pengisian ini hanya membutuhkan waktu 5-10 menit saja. Data diri anda akan

dijaga dengan baik dan hanya digunakan untuk keperluan akademis. Kesediaan

anda untuk mengisi kuesioner ini akan sangat membantu saya. Terima kasih

banyak atas bantuannya

I. Pertanyaan dibawah ini guna untuk mendapatkan data demografi. Mohon

untuk memilih dan menandai (√) dalam lingkaran angka pada setiap

pertanyaan. Informasi di bawah ini sifatnya tertutup dan rahasia karena

ini hanya untuk kepentingan penelitian.

1. Saya sudah belanja di Lazada.co.id 3 kali atau lebih

① Jika sudah, silahkan lanjut ke pertanyaan berikut nya.

② Jika belum, harap berhenti.

85

2. Jenis Kelamin ① Pria

② Wanita

3. Umur ① <17 ② 18-22

③ 23-27 ④ 28-32

⑤ >33

4. Status Pekerjaan ①Mahasiswa ②Pekerja ③Ibu Rumah Tangga

5. Kamu tinggal di Jakarta bagian?

① Jakarta Pusat ② Jakarta Barat

③ Jakarta Timur ④ Jakarta Selatan

⑤ Jakarta Utara ⑥ ……………

6. Toko online yang sering anda kujungi

① Lazada.co.id ② Mataharimall.com

③ Toko Pedia ④ Bukalapak.com ⑤ Isi sendiri

7. Berapa pengeluaran anda untuk belanja online dalam 6 bulan terakhir

① ≤ IDR 200,000

② IDR 200,001 – 500,000

③ IDR 500,001 – 800,000

④ ≥ IDR 800,001

II. Pertanyaan dibawah ini (1-19) dibuat untuk mengevaluasi dampak e-commerce atribut

terhadap Penghalang Pelanggan Untuk Beralih (Switching Barrier). Mohon untuk

memilih dan menandai (√) lingkaran nomor pada setiap pertanyaan berhubungan dengan

realita anda.

Penelitian ini menggunakan skala 1-7, dengan penjelasan sebagai berikut:

86

1. Reputasi

No Pertanyaan

1. Lazada di kenal banyak orang ① ② ③ ④ ⑤ ⑥ ⑦

2. Lazada adalah situs online yang popular ① ② ③ ④ ⑤ ⑥ ⑦

3.

Lazada adalah situs online terbesar di

Indonesia

① ② ③ ④ ⑤ ⑥ ⑦

4. Lazada adalah pemain besar di pasar

online ① ② ③ ④ ⑤ ⑥ ⑦

2. Easy to Use (Mudah digunakan)

5. Proses pemesanan produk Lazada mudah

dan terjamin. ① ② ③ ④ ⑤ ⑥ ⑦

6. Proses pembelian produk Lazada mudah

dan terjamin ① ② ③ ④ ⑤ ⑥ ⑦

7. Proses pengiriman barang Lazada sangat

mudah dan terjamin. ① ② ③ ④ ⑤ ⑥ ⑦

8. Lazada sangat mudah digunakan ① ② ③ ④ ⑤ ⑥ ⑦

9.

Saya lebih mudah memperoleh informasi

produk di Lazada dibandingkan took

online lain.

① ② ③ ④ ⑤ ⑥ ⑦


10. Saya percaya dengan informasi yang

diberikan oleh Lazada ① ② ③ ④ ⑤ ⑥ ⑦

11. Informasi yang ditampilkan dalam Lazada

sesuai dengan harapan saya ① ② ③ ④ ⑤ ⑥ ⑦

12. Informasi produk Lazada cukup akurat ① ② ③ ④ ⑤ ⑥ ⑦


13. Website Lazada memiliki kombinasi

warna yang menarik ① ② ③ ④ ⑤ ⑥ ⑦

14. Website Lazada memberikan informasi

produk dengan rinci ① ② ③ ④ ⑤ ⑥ ⑦

15. Produk pada website Lazada di lengkapi

dengan gambar ① ② ③ ④ ⑤ ⑥ ⑦

16. Saya menikamati ketika melakukan

pencarian produk di Lazada ① ② ③ ④ ⑤ ⑥ ⑦

87

17. Saya belanja online di lazada karna design

website nya sesuai, tidak berlebihan (alay) ① ② ③ ④ ⑤ ⑥ ⑦

5. Switching Cost (Penghalang untuk beralih)

18.

Jika beralih ke Toko Online lain, saya

khawatir pelayanan dari took online lain

tidak sesuai dengan yang saya harapkan ① ② ③ ④ ⑤ ⑥ ⑦

19.

Saya membutuhkan banyak waktu untuk

mengevaluasi Toko Online lainnya jika

ingin beralih ① ② ③ ④ ⑤ ⑥ ⑦

20.

Saya khawatir membutuhkan banyak

waktu untuk membiasakan diri dengan

layanan dan fitur dari Toko Online yang

baru, jika beralih

① ② ③ ④ ⑤ ⑥ ⑦

21

Jika beralih ke Toko Online lain, akan

membutuhkan prosedur yang rumit

untuk mengawalinya ① ② ③ ④ ⑤ ⑥ ⑦

22.


akan kehilangan banyak keuntungan (

diskon, promosi ① ② ③ ④ ⑤ ⑥ ⑦

23.


khawatir akan menimbulkan biaya yang

lebih besar ① ② ③ ④ ⑤ ⑥ ⑦


24.

Menurut saya, komunikasi

karyawan/customer service Lazada dengan

pelanggannya cukup baik

① ② ③ ④ ⑤ ⑥ ⑦

25.

Menurut saya, karyawan/customer

service Lazada selalu memberikan

waktunya untuk pelanggan yang ingin

konsultasi tentang layanan atau produk.

① ② ③ ④ ⑤ ⑥ ⑦

26.

Menurut saya, konsultasi dengan

karyawan/customer service Lazada

menyenangkan

① ② ③ ④ ⑤ ⑥ ⑦

27. Saya menjalin hubungan baik dengan

sesama customers Lazada ① ② ③ ④ ⑤ ⑥ ⑦

88

28.

Menurut saya, berinteraksi dengan

sesama pelanggan Lazada menyenangkan ① ② ③ ④ ⑤ ⑥ ⑦

29.

Saya sering bertukar pikiran dengan

sesama customers Lazada mengenai service

dan produk di Lazada

① ② ③ ④ ⑤ ⑥ ⑦


30.

Saya tidak tertarik terhadap Toko Online

lain karna Lazada memiliki reputasi yang

lebih baik dibanding Toko Online lainnya.

① ② ③ ④ ⑤ ⑥ ⑦

31.


lain karna Lazada adalah Toko Online

yang terkenal

① ② ③ ④ ⑤ ⑥ ⑦

32.


lain karena berbagai pilihan produk dan

layanan Lazada sudah sangat lengkap

① ② ③ ④ ⑤ ⑥ ⑦

33.


lain karena kualitas layanan Cost On

Delivery (COD) sudah cukup baik.

① ② ③ ④ ⑤ ⑥ ⑦

34.


lain karna layanan cicilan dari Lazada

cukup baik

① ② ③ ④ ⑤ ⑥ ⑦

35.


lain karna Lazada memiliki system

transaksi yang cukup baik.

① ② ③ ④ ⑤ ⑥ ⑦

8. Service Recovery

36.

Penanganan keluhan pelanggan terhadap

kesalahan/pelayanan yang gagal lebih

fleksibel

① ② ③ ④ ⑤ ⑥ ⑦

37. Karyawan/customer service Lazada cepat

dalam penanganan keluhan pelanggan ① ② ③ ④ ⑤ ⑥ ⑦

38. Pelanggan diberikan kemudahan akses

dalam menyampaikan keluhannya ① ② ③ ④ ⑤ ⑥ ⑦

39. Pengawasan terhadap proses penanganan

keluhan pelanggan cukup baik ① ② ③ ④ ⑤ ⑥ ⑦

40.

Pengawasan terhadap pengambilan

tindakan dalam menangani keluhan

pelanggan cukup baik

① ② ③ ④ ⑤ ⑥ ⑦

89

41. Karyawan/customer service bersikap sopan

saat melayani keluhan pelanggan ① ② ③ ④ ⑤ ⑥ ⑦

42.

Karyawan/customer service berusaha

secara maksimal untuk membantu

menyelesaikan keluhan pelanggan

① ② ③ ④ ⑤ ⑥ ⑦

43.

Karyawan/customer service menunjukkan

rasa empathy (kepedulian) dalam

menangani keluhan pelanggan

① ② ③ ④ ⑤ ⑥ ⑦

44.

Pihak Lazada menyampaikan permohonan

maaf atas kesalahan/kegagalan pelayanan

① ② ③ ④ ⑤ ⑥ ⑦

45.

Pihak Lazada telah menawarkan jasa

kembali (pergantian jasa) yang sesuai

kepada pelanggan sebagai kompensasi

kesalahan/kegagalan pelayanan

① ② ③ ④ ⑤ ⑥ ⑦

9. Behavioral Loyalty

46. Saya akan setia melakukan transaksi di

Lazada ① ② ③ ④ ⑤ ⑥ ⑦

47.

Ketika saya ingin melakukan transaksi

online, Lazada menjadi pilihan pertama

saya

① ② ③ ④ ⑤ ⑥ ⑦

48.

Saya tidak akan berpindah ke Toko Online

lain untuk mendapatkan pelayanan yang

lebih baik

① ② ③ ④ ⑤ ⑥ ⑦

49. Saya akan merekomendasikan Lazada

kepada orang lain ① ② ③ ④ ⑤ ⑥ ⑦

50. Saya akan melanjutkan berbelanja di

Lazada ① ② ③ ④ ⑤ ⑥ ⑦

Terima Kasih

***

90

Appendix 2

Questionnaire in English

The Impact of E-Commerce Attributes toward

Customer’s Switching Barrier and Its Implication on

Behavioral Loyalty


Hallo… I am Rangga Harmantri, student of Business Administration at

President University and currently completing a thesis as a graduation

requirement. The purpose this research is to know the relationship between E-

commerce Attributes toward Customers Switching Barrier and Implication on

Lazada.co.id.

Do you like do the online transaction?? Do you like switch to others e-

commerce?? If yes, I will need your fulfill the questionnaire. This only takes 5 –

10 minutes. Your data privacy will be taken in good care and only used

for academic purpose. Your willingness to fill out this questionnaire will be

III. Personal Information

8. I have done transaction in Lazada.co.id for 3 times or more

① if yes, please go to the next question

② if no, you can stop

9. Gender ① Man

② Woman

10. Age ① <17 ② 18-22

③ 23-27 ④ 28-32

⑤ >33

91

11. Job Status ①Students ②Worker ③House wife

12. Which region of Jakarta do you live in?

① Jakarta Pusat ② Jakarta Barat

③ Jakarta Timur ④ Jakarta Selatan

⑤ Jakarta Utara ⑥ ……………

13. E-commerce that you willing to visit

① Lazada.co.id ② Mataharimall.com

③ Toko Pedia ④ Bukalapak.com ⑤ ………

14. How much your expend in the last six months for e-commerce transaction

① ≤ IDR 200,000

② IDR 200,001 – 500,000

③ IDR 500,001 – 800,000

④ ≥ IDR 800,001

IV. Question

This research use scale 1-7, with explanation:

10. Reputasi

No Pertanyaan

1. Lazada is kwon by many people ① ② ③ ④ ⑤ ⑥ ⑦

2. Lazada is the popular online shop ① ② ③ ④ ⑤ ⑥ ⑦

3. Lazada is the bigger online shop in

Indonesia ① ② ③ ④ ⑤ ⑥ ⑦

4. Lazada is the one of the bigger players in

online market ① ② ③ ④ ⑤ ⑥ ⑦

11. Easy to Use (Mudah digunakan)

92

5. The ordering process on Lazada is easy

and secure ① ② ③ ④ ⑤ ⑥ ⑦

6. The transaction process on Lazada is easy

and secure ① ② ③ ④ ⑤ ⑥ ⑦

7. The delivery process on Lazada is easy and

secure ① ② ③ ④ ⑤ ⑥ ⑦

8. Lazada.co.is is easy to use ① ② ③ ④ ⑤ ⑥ ⑦

9.

Lazada make me easier to find the

information regarding about the product

than other e-commerce

① ② ③ ④ ⑤ ⑥ ⑦


10. I believe with information that Lazada

given ① ② ③ ④ ⑤ ⑥ ⑦

11. The information that given by lazada is

appropriate with my expectation ① ② ③ ④ ⑤ ⑥ ⑦

12. The information of Lazada is accurate ① ② ③ ④ ⑤ ⑥ ⑦


13. Wesibsite lazada have good design ① ② ③ ④ ⑤ ⑥ ⑦

14. Website Lazada give the detail information

regarding the product ① ② ③ ④ ⑤ ⑥ ⑦

15. Website Lazada provide the picture of

products ① ② ③ ④ ⑤ ⑥ ⑦

16. I have enjoyed when using lazada ① ② ③ ④ ⑤ ⑥ ⑦

17. I use Lazada because the simple design

and easy to understand. ① ② ③ ④ ⑤ ⑥ ⑦

14. Switching Cost (Penghalang untuk beralih)

18.

If I used the other e-commerce, I worried

that e-commerce not like my expectation ① ② ③ ④ ⑤ ⑥ ⑦

19.

I need more time to evaluate others e-

commerce if I want to switch. ① ② ③ ④ ⑤ ⑥ ⑦

20.

I worried; I will need much time to adapt

with the new e-commerce. ① ② ③ ④ ⑤ ⑥ ⑦

93

21

If I switch to other e-commerce, I will find

the hard way to start it. ① ② ③ ④ ⑤ ⑥ ⑦

22.

If I switch to other e-commerce I will lose

many profit such as: discount, promotion,

bonus and etc. ① ② ③ ④ ⑤ ⑥ ⑦

23.

If I switch to other e-commerce I will need

more cost ① ② ③ ④ ⑤ ⑥ ⑦


24. I think the customers service of lazada have

a good communication with customers ① ② ③ ④ ⑤ ⑥ ⑦

25.

Customers service of lazada provide the

time for the customers who want do

consultation ① ② ③ ④ ⑤ ⑥ ⑦

26. I enjoy doing consultation with customers

service lazada ① ② ③ ④ ⑤ ⑥ ⑦

27. I have a good relationship with customers

service lazada ① ② ③ ④ ⑤ ⑥ ⑦

28.

I enjoying have relationship among

customers lazada ① ② ③ ④ ⑤ ⑥ ⑦

29. I always do sharing among Customers

Lazada ① ② ③ ④ ⑤ ⑥ ⑦


30. I am not interest with other e-commerce

cause Lazada have a good reputation ① ② ③ ④ ⑤ ⑥ ⑦

31. I am not interest with other e-commerce

cause Lazada is the popular e-commerce ① ② ③ ④ ⑤ ⑥ ⑦

32.

I am not interest with other e-commerce

cause Lazada have a complete products

variety

① ② ③ ④ ⑤ ⑥ ⑦

33.


cause Lazada have the Cost On Delivery

(COD) service

① ② ③ ④ ⑤ ⑥ ⑦

34.


cause Lazada has the credit payment

service

① ② ③ ④ ⑤ ⑥ ⑦

35. I am not interest with other e-commerce ① ② ③ ④ ⑤ ⑥ ⑦

94

because Lazada has a good transaction

process.

17. Service Recovery

36. The problem solving of failure service is

flexible ① ② ③ ④ ⑤ ⑥ ⑦

37. The customers Service of Lazada give the

fast respond regarding the failure service ① ② ③ ④ ⑤ ⑥ ⑦

38. The customers have been given a easy way

to deliver their problem ① ② ③ ④ ⑤ ⑥ ⑦

39. Lazada have a good monitoring process in

doing service recovery ① ② ③ ④ ⑤ ⑥ ⑦

40.

The action that lazada make to resolve the

failure service is good

① ② ③ ④ ⑤ ⑥ ⑦

41. Customer service of Lazada serve the

customer’s nicely. ① ② ③ ④ ⑤ ⑥ ⑦

42. Lazada give the best performance solve the

failure service ① ② ③ ④ ⑤ ⑥ ⑦

43. Lazada give empathy to customers in

resolve the problem ① ② ③ ④ ⑤ ⑥ ⑦

44. Lazada say sorry regarding the failure

services ① ② ③ ④ ⑤ ⑥ ⑦

45. Lazada offer additional service regarding

the failure service such as free delivery fee ① ② ③ ④ ⑤ ⑥ ⑦

18. Behavioral Loyalty

46. I will be loyal to Lazada ① ② ③ ④ ⑤ ⑥ ⑦

47. When I want to do the transaction, Lazada

will be my first choice ① ② ③ ④ ⑤ ⑥ ⑦

48. I will not Switch to others e-commerce ① ② ③ ④ ⑤ ⑥ ⑦

49. I will recommended Lazada to others ① ② ③ ④ ⑤ ⑥ ⑦

50. I will keep doing transaction in Lazada. ① ② ③ ④ ⑤ ⑥ ⑦

Thank Youu

***

95

Appendix 3

Data Tabulation

R1 R2 R3 R4 ETU1 ETU2 ETU3 ETU4 ETU5 IQ1 IQ2 IQ3 WA1 WA2 WA3 WA4 WA5

5 6 5 6 5 5 6 5 5 5 6 5 5 6 6 5 4

5 5 4 5 6 6 6 6 6 4 4 6 5 6 7 7 4

5 6 6 6 5 6 4 5 5 5 5 4 3 4 5 4 4

4 5 5 5 5 4 4 4 4 5 4 4 4 5 5 5 4

3 3 2 2 3 3 3 3 3 3 3 3 4 3 4 4 4

7 7 5 5 6 6 7 7 5 5 5 5 4 5 7 5 5

5 5 4 5 3 4 5 4 3 4 3 3 5 4 3 4 3

6 6 4 4 6 7 7 7 4 7 6 6 7 7 7 7 7

6 6 4 4 5 4 5 4 3 4 4 4 5 5 5 4 5

5 6 5 6 5 5 4 4 4 4 4 5 5 3 4 4 5

7 7 7 6 6 6 6 6 5 6 7 7 7 7 7 7 6

5 5 5 4 4 5 5 4 3 4 3 4 4 4 4 3 3

5 6 6 6 5 5 5 5 5 5 5 6 5 5 7 6 6

6 6 5 6 5 5 6 6 5 5 6 5 4 5 7 6 6

5 5 5 5 5 5 5 5 5 6 5 5 3 5 7 5 4

6 5 5 4 5 5 6 6 5 5 5 5 5 4 7 5 4

5 6 6 5 4 5 5 5 4 5 5 5 5 5 7 6 5

5 6 5 5 4 5 6 6 6 5 6 6 5 5 5 6 7

6 5 6 5 6 6 5 6 6 7 6 5 5 6 5 6 3

5 4 5 5 4 5 5 5 5 6 6 6 6 6 7 5 5

6 7 5 6 6 6 5 6 6 5 6 5 4 5 7 6 5

5 5 6 5 6 5 5 6 5 5 6 5 4 5 6 5 5

6 6 5 6 6 7 6 5 6 5 6 6 5 6 6 7 6

6 5 6 6 5 5 6 6 6 5 5 7 5 5 7 5 4

6 5 6 5 5 6 6 5 6 4 5 5 5 4 5 5 5

5 6 6 7 5 5 6 7 6 5 5 6 5 5 7 5 6

5 6 5 5 6 7 6 7 7 6 7 6 5 6 6 5 4

5 5 6 5 5 6 5 6 5 5 6 7 5 6 6 5 5

6 6 5 6 5 6 5 6 6 5 6 6 5 6 7 6 4

5 6 6 6 5 6 6 7 6 5 6 6 5 6 7 6 5

5 5 6 6 4 5 5 5 6 6 5 5 5 6 5 7 7

5 4 5 4 5 5 5 5 4 5 4 5 4 5 7 6 4

5 6 5 5 5 6 5 6 5 5 5 6 6 5 6 5 5

5 4 5 5 4 5 5 5 5 5 5 5 5 4 6 5 5

5 6 6 5 5 5 6 6 6 5 6 5 5 6 5 5 5

5 6 5 5 5 6 5 5 6 5 6 5 4 5 6 5 4

5 5 6 5 5 4 5 6 6 5 5 6 5 6 6 6 5

96

6 5 6 6 5 5 6 6 5 5 4 5 5 6 5 4 4

5 4 4 4 4 4 5 6 5 5 5 4 5 5 6 5 6

5 5 6 6 5 6 6 5 6 5 4 6 5 5 7 7 4

5 6 5 6 5 4 5 5 4 5 6 5 5 6 6 5 5

5 6 5 5 5 6 5 6 6 5 6 5 5 6 5 5 5

6 5 5 5 5 6 5 6 5 5 6 6 5 6 5 5 6

5 7 6 5 5 6 6 6 5 5 6 6 6 5 6 6 5

5 6 6 5 5 6 5 6 5 6 5 6 5 4 6 6 5

4 6 5 5 5 6 5 5 6 5 5 6 5 6 7 6 5

5 5 4 5 5 4 4 5 5 5 5 5 5 5 6 6 5

6 5 5 5 5 6 6 5 5 4 6 5 5 5 6 5 6

6 6 5 5 5 6 6 6 5 5 6 7 5 6 7 6 6

5 6 6 6 5 6 5 5 5 6 5 5 5 6 6 6 5

5 6 6 5 4 5 5 5 5 5 5 6 5 6 7 6 5

5 4 4 4 4 4 4 4 5 4 5 4 4 4 5 4 4

5 6 5 5 6 5 5 6 5 5 6 5 6 5 5 6 5

5 5 6 6 6 5 6 5 5 5 6 5 5 6 6 5 6

5 6 5 5 5 5 6 5 6 4 5 6 5 4 5 6 6

5 4 5 6 5 6 5 5 5 4 5 5 5 5 4 5 4

5 4 5 6 5 6 5 6 5 4 5 5 5 6 5 5 6

5 4 5 4 5 4 3 4 3 4 5 4 4 5 4 6 4

4 4 5 6 5 4 5 4 5 4 5 5 5 4 5 5 4

5 6 6 6 5 6 5 6 6 6 5 6 5 6 5 6 5

5 6 6 5 5 6 6 5 6 5 6 5 6 5 6 6 7

5 5 4 6 5 5 4 6 5 5 6 5 5 6 5 6 5

4 5 5 6 5 4 6 5 5 5 4 6 6 5 5 6 6

6 5 6 6 5 6 5 7 6 5 6 5 6 5 6 5 6

6 5 6 7 6 5 7 6 5 5 6 7 6 5 6 5 7

5 6 5 6 5 4 5 6 5 5 6 5 4 6 5 4 6

5 4 5 6 5 6 5 6 5 5 6 5 5 4 6 5 5

5 4 4 5 4 5 5 4 6 5 4 5 5 4 5 4 6

4 5 6 5 4 5 4 5 4 4 4 5 5 4 5 5 4

4 6 5 4 5 4 5 5 6 5 4 5 6 5 6 5 3

5 4 4 5 5 5 4 5 5 5 4 5 4 4 5 6 5

5 5 4 5 5 4 4 4 5 5 4 4 4 5 6 5 5

4 5 4 4 4 5 4 4 4 4 5 4 4 5 6 4 3

5 6 6 5 5 5 6 5 5 4 5 4 4 5 6 5 4

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

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

6 5 6 5 6 5 6 5 6 5 5 5 4 5 7 5 3

5 4 5 5 5 6 6 7 5 5 4 3 5 5 6 5 5

5 6 5 6 4 5 6 5 4 5 4 4 5 4 7 6 5

97

7 6 6 6 5 6 5 5 3 5 4 5 5 5 4 5 5

5 6 5 5 5 6 5 5 5 6 5 4 5 5 7 6 6

5 5 6 6 5 6 5 5 6 6 5 5 6 5 5 6 5

6 5 5 6 5 5 6 5 6 5 5 6 5 6 5 6 5

5 5 6 5 5 4 5 5 6 6 5 6 6 5 5 6 4

6 5 5 5 7 6 6 7 6 5 6 5 4 5 5 7 4

5 5 4 6 5 6 5 6 5 5 5 6 5 6 5 5 5

5 6 5 5 6 5 5 6 5 5 6 6 6 6 5 6 6

5 5 5 7 6 7 6 6 5 5 6 5 5 5 7 6 4

5 5 5 6 6 5 6 6 6 6 5 6 5 6 5 5 5

6 5 6 6 5 6 5 6 5 5 6 5 6 5 5 6 5

5 6 5 4 5 5 5 6 5 5 6 6 5 6 5 6 5

5 6 6 5 6 5 6 6 6 5 5 6 6 5 5 6 5

5 6 5 5 5 5 6 5 5 5 6 5 6 5 5 5 6

6 5 5 6 5 6 6 6 6 6 5 5 6 6 7 6 6

5 6 6 6 6 5 5 6 6 6 5 5 6 5 6 6 5

5 5 5 6 5 5 4 6 5 5 6 5 5 6 5 5 6

6 5 5 5 6 6 5 6 5 5 6 6 6 5 7 6 6

5 5 6 5 5 6 6 7 6 5 6 6 5 5 6 6 4

5 6 5 5 6 5 5 6 6 5 6 6 6 5 6 6 4

6 5 6 6 5 6 6 6 5 6 5 6 6 5 5 6 3

6 5 5 6 5 6 6 6 5 6 5 6 6 5 6 6 6

5 4 6 5 5 5 6 5 7 6 5 5 4 5 6 5 6

5 6 5 5 5 6 5 5 5 6 5 6 6 5 5 5 6

6 5 4 5 6 5 5 7 6 5 6 6 6 5 6 6 7

5 4 4 4 6 7 5 5 7 7 6 7 3 5 6 6 5

5 6 3 4 6 5 5 6 4 6 5 5 4 5 7 5 4

6 5 5 4 4 5 5 7 5 4 7 6 6 7 7 6 5

4 4 3 4 4 4 4 4 4 5 4 4 5 4 4 6 5

6 6 7 6 6 6 5 7 6 5 5 5 6 7 7 6 4

7 7 4 4 6 7 7 7 6 6 5 6 4 7 7 6 5

5 7 4 5 6 5 5 7 5 6 5 5 6 5 5 6 5

6 5 5 6 6 6 6 6 5 6 6 6 6 5 5 5 4

5 4 4 4 6 6 7 6 6 5 6 6 5 6 5 6 7

5 5 6 5 5 6 6 5 5 5 6 7 5 6 6 6 4

6 5 5 5 6 6 5 6 6 6 6 6 6 6 7 6 5

6 5 4 6 6 5 5 6 6 5 6 6 5 6 7 6 6

6 6 7 6 6 6 5 5 5 6 5 5 6 5 5 5 5

6 5 6 6 6 5 5 6 6 6 6 6 5 6 5 6 5

6 5 5 5 5 6 5 5 6 5 6 5 5 6 5 5 6

6 5 6 6 5 6 6 6 5 6 6 7 6 5 6 6 6

6 5 6 5 5 6 5 5 6 6 5 5 6 5 6 6 6

98

5 4 6 5 5 6 5 6 6 5 6 6 5 6 6 5 4

5 5 6 5 5 6 5 5 6 5 6 5 6 5 6 6 6

5 4 6 6 5 6 6 6 5 5 6 5 5 6 5 5 5

5 6 6 5 5 6 5 5 5 5 6 5 6 5 6 6 5

4 3 4 4 4 3 4 5 5 4 5 5 4 4 4 5 4

5 6 6 4 5 6 5 5 5 6 5 5 6 5 6 5 5

4 3 4 3 5 4 4 3 4 5 4 4 5 4 4 4 5

3 3 2 3 3 3 2 3 4 3 4 3 3 4 3 3 2

6 5 5 5 6 5 5 6 6 6 6 7 6 5 5 5 6

4 6 5 6 5 6 6 5 6 5 5 6 5 5 6 6 6

4 5 5 4 4 4 3 4 3 4 5 3 4 5 5 4 4

6 5 5 7 5 5 6 6 5 5 6 5 5 6 6 6 5

4 3 4 4 3 3 4 4 3 4 3 4 4 4 3 4 4

3 4 3 4 4 3 4 4 3 3 3 4 4 4 5 4 6

5 6 5 4 5 4 5 5 6 5 6 5 5 6 5 5 4

4 5 4 4 3 4 4 3 4 4 3 4 4 5 4 5 5

5 4 3 4 4 5 4 5 4 4 5 4 5 4 4 4 5

5 5 6 5 5 6 5 6 5 6 5 5 5 5 6 7 3

5 6 5 5 5 6 5 4 6 6 5 6 5 6 5 5 3

5 6 6 6 5 6 5 6 5 5 6 5 5 6 5 6 5

6 5 5 5 6 5 5 6 5 5 6 5 6 5 5 6 4

4 5 5 4 5 6 5 5 6 5 6 5 5 5 6 5 4

5 6 4 5 5 6 5 5 6 4 5 5 5 5 6 5 4

5 5 4 5 6 5 5 6 5 6 5 5 6 5 5 4 6

6 5 6 5 5 6 6 7 5 6 5 7 4 6 5 4 5

5 6 5 5 7 5 6 5 4 5 4 6 6 5 6 6 4

4 3 3 2 3 4 4 3 4 4 3 3 3 4 4 3 3

3 4 4 3 5 4 5 5 4 5 4 5 4 4 6 4 3

5 5 6 5 6 5 5 6 5 5 6 5 5 6 5 5 6

4 4 3 4 3 4 4 3 4 4 4 3 3 4 4 4 3

5 6 5 5 5 6 5 6 5 6 5 6 5 6 5 6 5

6 4 6 4 6 4 6 5 5 3 5 6 5 5 5 6 7

3 4 3 3 4 5 4 4 3 4 3 4 4 5 4 3 4

4 5 5 3 4 5 4 4 3 3 4 4 3 4 4 4 4

4 3 2 3 4 5 4 3 2 4 5 4 4 3 6 4 4

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

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 6 5 5 6 5 5 6 5 6 5 5 6 5 5 6

6 6 5 5 4 5 4 6 7 5 6 6 5 6 5 5 5

5 5 6 6 5 6 5 5 6 5 6 5 5 6 6 5 4

4 5 4 4 5 5 4 5 5 5 5 6 5 4 5 5 6

4 5 6 5 5 4 5 5 6 5 6 5 5 6 5 5 6

99

5 6 5 5 4 5 5 5 6 6 5 5 5 6 5 5 5

4 4 3 3 6 4 4 6 4 4 5 5 6 5 5 5 4

3 4 3 3 3 4 4 3 4 3 4 3 4 3 3 3 4

4 6 5 4 5 4 4 5 4 5 3 5 5 4 5 5 5

5 6 5 4 4 5 5 5 6 5 6 5 6 4 5 6 5

5 4 4 6 5 5 4 6 5 5 4 5 6 5 5 4 5

3 5 3 4 6 5 5 4 5 5 4 5 6 5 5 6 5

5 6 5 5 6 5 5 6 5 5 6 6 5 4 5 5 6

5 6 5 5 6 5 6 6 5 6 5 5 6 5 5 5 5

5 6 5 4 5 5 5 6 6 6 5 5 5 6 5 5 3

5 4 5 6 6 5 5 4 7 4 5 5 5 5 4 5 6

6 5 5 6 5 6 5 5 5 6 5 5 4 5 5 4 5

2 3 3 2 6 4 5 6 5 5 5 4 5 6 5 5 4

5 3 2 3 6 4 4 5 4 4 5 5 3 4 4 4 4

5 6 5 5 5 6 5 5 6 4 6 5 5 6 5 5 3

5 5 4 5 5 6 5 5 6 4 6 5 6 5 5 6 5

5 4 4 5 5 4 4 6 5 5 4 5 5 5 6 4 5

5 4 5 6 6 5 4 5 5 6 5 5 6 5 5 6 5

5 4 6 6 6 5 5 6 6 4 6 6 7 5 6 6 3

5 4 5 4 7 5 6 7 6 5 6 7 4 6 5 6 5

5 6 5 5 6 5 5 5 6 4 5 4 6 5 5 5 6

5 4 5 5 5 4 6 6 5 4 6 5 6 5 5 5 4

5 5 5 5 6 5 4 5 5 5 6 5 5 6 6 6 3

5 4 5 5 5 6 6 6 4 6 5 6 5 6 5 5 6

5 6 5 5 5 6 5 5 5 5 6 6 5 6 5 5 6

5 6 5 4 5 4 5 5 6 4 5 5 5 5 4 5 5

4 5 6 4 4 6 5 6 5 6 6 7 5 6 6 5 6

4 5 5 6 5 4 5 5 6 5 6 5 5 6 5 6 6

5 6 5 5 6 5 5 5 6 5 6 6 5 6 5 5 4

4 6 5 5 4 6 5 5 6 6 5 5 6 5 5 6 5

5 5 6 5 5 6 6 6 5 5 6 5 5 6 5 5 4

5 5 4 6 4 5 5 4 6 4 6 5 5 4 5 5 6

4 5 5 4 6 5 6 7 5 4 6 5 6 5 5 6 5

4 5 5 5 6 4 5 5 5 6 5 4 5 5 6 5 4

5 6 5 5 4 5 5 6 5 5 7 5 5 6 5 4 5

4 6 5 6 6 5 7 6 7 6 7 7 5 6 6 5 3

4 5 5 5 6 4 6 4 4 4 5 4 4 6 5 5 4

5 6 5 5 5 4 6 5 5 6 5 4 4 5 5 6 5

5 5 4 5 5 6 6 5 5 5 6 5 6 5 5 5 6

4 6 5 4 4 5 5 5 4 5 4 4 6 5 4 5 5

5 6 5 4 5 6 6 5 5 4 6 5 4 6 6 5 3

2 4 3 2 6 4 5 6 4 4 4 3 4 5 3 3 2

100

5 5 6 6 4 6 5 5 6 6 6 4 6 5 4 6 3

5 6 4 4 5 4 5 5 6 4 5 6 4 5 5 4 3

4 5 5 4 4 6 5 5 5 6 5 5 6 5 5 4 5

5 6 6 4 5 6 6 5 5 6 4 5 6 5 6 6 5

4 5 4 4 4 5 4 4 3 5 4 4 4 5 5 4 4

5 5 6 4 4 6 6 5 5 5 6 6 5 7 6 6 5

5 7 6 5 5 6 6 4 5 6 6 6 5 6 5 5 4

5 6 6 6 6 5 5 6 6 4 5 5 6 5 5 6 4

6 6 5 7 5 6 7 6 6 5 6 5 6 5 5 6 5

4 5 4 4 5 4 6 6 4 6 7 7 4 6 6 5 6

5 5 6 5 6 4 5 5 5 6 5 4 5 6 5 4 5

5 4 4 4 5 5 4 5 4 4 5 5 6 4 5 4 4

5 4 5 5 6 4 5 5 4 6 4 5 6 4 5 5 4

6 5 5 6 6 6 5 5 4 6 5 4 6 6 5 6 6

5 4 4 6 5 4 4 6 4 7 6 6 5 6 5 5 4

5 5 4 5 6 4 5 4 5 6 4 4 7 6 5 6 4

4 4 5 5 5 6 6 5 4 4 5 5 6 5 5 5 4

5 4 4 6 5 6 5 5 6 4 4 6 4 6 5 4 4

4 5 5 5 6 5 5 6 6 4 6 5 6 5 4 6 4

3 5 5 5 6 5 4 6 5 4 6 4 6 4 4 6 4

4 6 5 5 2 3 5 5 5 5 5 3 2 5 5 4 2

5 4 4 6 5 4 5 6 5 5 6 6 5 4 5 7 5

6 5 5 4 4 6 5 6 5 4 6 6 6 4 5 6 4

4 5 4 4 4 4 5 5 4 5 4 4 4 6 5 5 6

3 3 4 4 4 3 3 3 5 4 5 5 4 5 4 4 5

5 5 6 4 6 5 5 5 4 4 6 5 4 6 4 5 5

5 4 7 6 5 6 5 5 6 5 4 4 5 6 6 5 4

4 4 5 4 6 5 5 4 6 6 5 4 6 4 5 5 6

5 6 5 5 6 4 4 4 6 6 4 4 5 6 6 6 5

5 4 6 5 6 5 5 6 7 5 7 6 5 5 5 6 4

5 5 6 4 4 6 6 6 4 6 7 7 5 6 6 5 4

5 4 4 4 5 4 5 6 5 4 5 5 5 4 4 4 4

5 6 5 4 4 5 5 6 5 5 6 5 6 5 5 4 4

5 4 4 6 6 5 5 4 5 6 5 5 6 5 4 5 5

5 6 5 4 6 5 5 6 5 5 6 5 6 4 6 5 6

5 4 4 6 6 5 5 6 6 6 7 6 5 7 6 5 6

4 4 6 5 4 6 5 4 4 5 6 5 4 6 6 5 5

4 5 4 4 4 6 5 5 4 4 6 4 4 6 5 5 3

5 4 6 6 6 5 6 6 7 5 6 6 4 6 6 5 5

4 5 5 6 5 6 5 5 6 6 5 5 6 7 7 5 3

5 5 6 5 5 6 6 5 5 4 6 5 4 6 6 5 6

5 3 6 5 5 4 4 4 6 6 4 6 6 6 5 5 5

101

5 4 4 4 5 5 4 4 6 4 6 5 5 6 6 4 4

5 6 6 7 6 5 5 6 7 5 6 6 4 6 6 5 4

4 5 5 6 5 4 6 6 5 5 6 6 4 4 6 5 5

5 4 4 4 5 4 5 5 6 5 4 4 6 5 6 6 4

4 3 2 3 5 4 6 5 4 4 5 4 5 3 4 4 3

5 6 6 7 6 6 5 5 7 5 6 6 4 6 5 5 4

6 5 5 7 6 5 5 4 7 5 6 6 6 5 6 6 5

5 4 4 5 5 5 6 6 5 4 6 5 5 6 6 6 4

5 6 6 6 6 5 6 6 5 6 6 5 6 5 5 5 6

5 4 5 5 5 5 4 5 4 6 6 4 5 6 5 5 4

5 6 6 5 5 6 6 5 5 5 6 6 5 6 5 5 4

5 5 7 5 6 5 5 6 6 5 6 5 7 5 5 6 5

5 6 6 6 5 5 6 6 6 5 6 6 5 6 6 6 5

5 5 4 5 4 6 5 4 5 4 5 6 5 6 5 5 6

4 5 5 5 4 5 5 5 4 5 4 4 5 5 5 6 4

5 6 6 5 5 6 6 6 7 5 6 6 5 6 5 5 4

4 5 5 7 5 6 6 7 6 5 6 6 4 4 6 5 4

5 5 4 5 5 6 6 6 5 4 6 6 6 5 5 6 4

4 4 5 4 5 4 4 5 6 5 5 4 5 4 4 6 5

5 4 5 6 4 6 5 5 6 5 5 6 4 4 5 5 4

4 5 5 5 5 4 5 5 6 4 5 5 6 5 5 6 6

4 4 6 5 4 5 5 4 4 5 6 6 4 5 5 5 6

4 5 5 5 6 5 5 6 7 5 5 6 6 5 6 6 4

4 5 5 5 6 5 5 5 6 7 6 6 5 6 5 5 6

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

4 5 5 4 4 6 4 3 4 3 4 4 5 4 4 5 6

5 6 5 5 4 5 6 5 5 4 5 5 4 6 5 4 4

4 7 6 5 5 6 6 5 5 6 5 5 5 7 6 6 5

4 4 6 5 5 4 5 5 4 6 5 5 4 6 5 5 6

4 4 6 5 4 5 5 6 5 4 5 5 6 5 5 6 6

4 3 4 4 7 6 7 7 6 5 6 7 4 6 5 5 6

4 2 4 3 6 5 5 5 6 5 5 4 3 4 4 3 3

5 5 6 5 6 5 5 6 7 6 5 5 7 5 6 6 5

4 5 5 5 5 5 5 5 4 5 6 5 5 5 5 4 5

4 4 5 4 4 5 4 4 5 4 5 4 5 5 5 4 4

6 6 7 6 6 7 6 6 6 4 7 7 5 6 6 5 7

5 6 6 6 7 7 6 6 6 5 6 6 5 6 6 7 6

5 6 6 6 6 5 6 6 7 6 5 5 6 6 5 7 6

4 5 5 6 5 5 7 6 6 4 4 4 6 5 6 6 5

5 5 4 5 5 4 4 4 5 4 4 5 4 6 5 5 5

4 5 5 6 6 4 5 5 4 5 6 5 6 5 5 6 5

5 6 6 7 5 5 6 7 7 4 4 4 5 5 6 6 6

102

Respondents by Mediating Variable

4 4 6 5 6 6 6 6 7 4 5 5 6 6 5 5 5

4 4 5 5 5 4 4 6 5 5 5 4 5 4 4 6 5

4 6 6 7 3 3 4 4 5 5 4 4 5 3 4 4 4

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

5 4 5 5 5 4 4 4 6 5 6 6 5 4 4 6 5

4 5 5 6 6 6 5 6 6 6 6 7 6 5 5 6 5

4 4 5 4 6 5 5 5 7 3 4 4 4 4 6 5 4

4 6 5 5 6 5 4 4 6 6 5 6 6 7 6 6 5

6 6 7 6 4 6 5 6 6 6 5 5 6 7 7 5 5

6 4 7 6 5 4 4 6 6 4 6 6 6 4 5 6 7

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

5 6 4 4 4 5 5 4 4 5 4 5 5 5 5 4 5

4 5 5 4 5 6 5 5 6 6 5 6 4 6 5 5 6

4 4 3 4 5 4 4 5 5 4 5 5 6 4 5 5 4

SC1 SC2 SC3 SC4 SC5 SC6 IR1 IR2 IR3 IR4 IR5 IR6

5 4 4 4 4 5 5 5 4 5 5 4

6 6 5 3 3 5 5 5 6 4 4 4

5 4 3 4 5 4 4 5 3 4 4 4

4 4 4 4 4 4 4 4 4 4 4 4

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

5 5 5 5 4 4 5 5 5 4 4 3

3 4 3 4 3 4 3 4 5 3 4 3

7 5 3 2 2 7 4 4 4 1 2 2

3 3 4 4 3 4 4 3 4 4 4 4

5 6 4 3 3 3 5 5 5 4 4 4

5 5 5 5 5 5 6 6 6 6 6 6

5 5 4 4 4 4 4 4 3 3 3 3

4 3 4 4 3 4 5 5 5 4 5 6

5 5 4 5 3 3 6 5 5 5 5 6

6 5 5 4 4 4 5 6 5 4 5 3

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

4 3 3 3 2 2 4 5 5 6 5 4

5 6 6 6 2 6 5 5 6 5 5 6

6 7 6 5 3 5 5 6 4 5 5 5

4 6 6 6 4 5 4 4 4 4 5 6

6 7 4 5 2 5 5 6 5 4 5 6

103

5 6 6 6 5 6 4 5 5 5 5 6

6 6 7 6 5 6 6 5 6 6 5 7

5 5 6 5 6 5 5 5 6 4 5 6

4 5 5 5 5 4 4 5 4 5 4 5

5 6 5 3 4 3 5 6 6 5 6 6

4 3 3 3 6 3 5 5 6 5 6 6

6 4 5 5 5 3 5 5 6 6 6 5

6 3 3 3 6 4 5 6 6 6 7 6

5 4 4 5 4 4 5 6 5 5 6 6

5 6 4 6 5 3 4 5 4 5 5 5

4 5 4 4 3 4 4 4 4 4 4 4

4 5 5 5 5 4 4 5 5 5 5 4

4 5 4 5 5 4 4 5 5 5 4 5

4 4 4 4 5 5 5 6 5 5 5 6

4 3 3 2 3 2 5 5 6 6 5 5

5 6 6 5 6 5 5 5 6 6 5 6

4 5 5 5 4 5 4 5 4 4 5 4

4 3 3 5 5 4 5 5 4 4 4 4

5 6 5 6 5 6 5 4 5 5 6 6

5 5 5 6 6 5 4 5 5 6 5 6

4 6 5 5 4 5 5 5 4 5 5 5

5 6 5 6 6 5 5 6 5 6 6 5

5 6 6 5 6 5 6 5 6 6 5 6

6 5 6 5 5 6 5 6 5 5 6 6

5 6 3 3 5 5 5 5 5 4 3 4

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

4 6 5 5 5 6 4 5 5 5 6 6

5 6 6 5 6 6 5 5 5 6 5 6

6 5 5 4 5 5 5 5 4 6 5 5

5 6 3 3 2 3 5 5 4 4 5 4

3 4 3 2 3 2 4 3 4 4 3 3

5 6 5 5 6 5 5 6 5 6 6 5

6 5 6 5 6 5 5 6 5 5 6 5

6 5 6 5 4 5 5 4 5 5 5 6

5 4 5 4 4 3 5 4 5 5 5 4

6 5 5 4 6 5 5 4 5 5 6 5

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

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

6 5 6 5 5 6 6 5 6 5 5 6

5 6 5 6 5 6 5 6 5 5 5 5

4 6 5 5 6 5 6 5 6 5 5 6

5 4 5 6 5 4 5 4 6 5 6 4

104

6 5 6 5 6 3 5 6 5 6 4 6

6 6 7 5 6 5 5 5 6 5 6 5

6 5 6 4 6 5 6 5 6 4 5 6

6 5 5 6 5 5 6 5 6 5 4 6

4 6 5 4 6 5 4 6 5 4 6 5

5 4 6 5 4 5 4 5 5 4 5 4

5 4 6 5 4 6 4 5 5 6 5 5

4 5 4 5 5 4 5 4 5 5 5 6

4 5 4 5 4 5 5 4 5 4 5 5

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

5 6 6 5 4 6 6 5 6 5 6 5

3 2 3 3 2 3 3 3 4 3 3 4

3 2 3 4 3 3 3 4 4 3 2 3

5 5 4 6 6 7 5 4 5 4 4 4

5 4 5 5 6 5 5 4 5 5 6 5

5 5 4 6 5 5 5 6 6 4 5 4

5 6 6 6 6 6 5 6 5 6 5 6

4 5 5 4 6 6 4 5 5 5 5 6

6 5 6 5 6 5 6 5 5 6 5 5

5 4 5 5 6 4 5 5 4 6 6 6

6 5 6 5 6 5 5 6 6 5 5 6

5 5 5 6 5 5 5 6 5 6 6 5

5 4 5 6 5 5 5 6 5 6 5 5

6 5 5 6 6 5 6 5 5 6 5 6

5 5 6 5 6 5 6 5 6 6 6 5

6 5 5 5 6 6 5 6 5 5 6 5

5 6 5 6 6 5 5 6 6 5 6 5

5 6 5 5 6 5 5 6 5 5 5 6

5 6 5 5 6 6 6 5 6 5 6 5

5 5 6 5 4 5 5 5 6 5 5 5

5 6 6 6 5 7 6 5 6 5 5 5

5 6 5 5 6 4 5 6 6 5 6 6

6 5 6 6 6 5 6 6 5 5 6 6

6 5 6 6 5 5 6 5 6 6 7 6

5 6 5 5 6 5 5 6 5 5 5 6

6 5 6 6 6 5 6 5 6 6 6 5

6 7 6 5 6 7 6 5 6 6 5 6

6 5 6 6 5 6 6 5 6 6 5 6

5 6 5 4 6 5 5 6 5 5 6 5

6 5 6 6 6 5 6 6 5 6 5 6

5 3 3 1 4 4 5 4 5 5 5 6

6 5 5 6 3 6 4 4 4 5 6 6

105

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

5 7 7 5 5 6 5 6 4 4 6 5

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

5 6 6 6 7 6 5 6 6 5 5 7

6 5 6 4 4 4 5 6 6 6 5 6

4 4 4 4 4 5 4 5 5 5 6 5

4 4 6 6 6 5 7 6 5 5 6 5

6 6 7 6 5 6 6 5 5 6 6 7

6 5 5 6 6 5 6 5 5 6 6 6

5 6 5 5 6 6 6 5 5 5 6 5

5 6 6 6 6 5 6 5 5 6 6 6

6 5 5 5 6 5 6 6 7 7 6 6

6 5 6 6 6 5 5 6 6 6 6 5

6 6 5 5 6 6 6 5 5 6 6 5

5 6 6 6 5 6 5 6 6 6 6 6

5 5 6 6 6 5 6 5 5 5 5 6

5 6 6 6 5 6 6 5 6 6 6 6

5 5 6 5 4 4 5 6 6 5 5 5

5 6 6 5 5 5 6 5 5 6 6 5

5 5 6 5 5 5 4 6 5 5 6 6

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

6 5 5 6 6 6 5 5 6 5 5 5

3 3 4 3 2 3 4 3 4 3 3 3

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

6 6 6 5 6 5 5 6 5 5 6 6

5 6 5 5 6 5 5 6 6 5 5 6

6 4 5 5 4 3 4 5 4 4 5 4

5 6 6 6 5 6 6 5 5 6 6 5

3 4 4 4 4 4 4 3 4 4 3 4

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

5 4 6 5 5 6 5 4 5 6 5 5

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

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

6 5 5 5 6 4 6 5 6 6 5 5

6 4 6 5 6 5 6 6 5 5 6 5

5 5 6 5 6 5 5 6 5 5 6 5

6 5 6 5 5 6 6 5 5 6 5 6

6 5 6 5 4 6 5 6 5 6 5 5

6 5 5 6 6 5 5 6 5 6 5 5

6 5 5 6 5 6 5 6 5 6 6 5

4 6 5 5 6 5 6 5 5 4 6 5

5 6 5 6 6 4 6 5 5 6 5 6

106

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

5 4 5 6 4 4 5 4 4 5 4 4

5 6 5 4 6 5 5 6 5 4 6 5

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

5 6 5 4 6 5 6 5 5 6 5 5

6 5 4 4 5 6 4 6 5 6 6 5

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

4 4 4 3 3 4 4 3 5 5 4 4

4 5 4 4 5 4 4 5 4 4 4 5

3 3 2 4 3 3 2 3 3 4 3 3

4 4 4 4 4 4 4 4 4 4 4 4

5 6 5 5 5 6 5 6 6 5 6 5

5 6 6 6 5 6 5 5 6 6 5 5

5 6 4 5 5 4 4 5 4 4 4 5

6 4 5 5 5 6 5 4 5 5 5 4

5 6 5 5 6 5 4 5 5 5 6 5

5 6 6 6 5 5 5 5 6 5 5 4

5 5 4 6 6 5 5 5 4 4 5 5

3 3 2 3 4 4 3 4 4 4 3 4

5 6 5 3 3 4 4 4 5 4 4 3

6 5 5 6 6 5 5 6 5 5 6 5

6 5 4 5 5 4 4 6 5 5 4 5

5 4 4 5 5 4 5 6 5 4 5 5

6 5 4 5 5 6 6 5 5 5 6 5

5 6 5 5 6 4 5 6 5 4 5 6

3 5 4 6 4 4 5 5 6 5 5 4

5 4 5 5 6 5 5 4 5 5 5 6

3 4 5 3 4 5 4 5 5 4 6 5

4 5 6 5 5 6 6 4 5 5 6 5

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

5 6 5 5 6 6 4 6 5 5 6 5

5 6 5 4 6 5 5 5 4 4 6 5

5 5 6 5 6 5 5 6 5 6 5 4

5 4 5 6 5 5 6 4 5 5 4 6

3 4 6 4 6 4 4 5 5 5 5 5

5 4 6 5 6 5 5 6 5 5 6 6

5 4 6 5 6 5 6 5 6 5 4 6

5 6 5 5 6 5 4 6 6 6 5 7

5 4 5 6 4 5 4 6 5 5 6 5

4 6 5 6 5 5 5 4 5 6 5 5

5 4 4 3 4 3 4 6 5 5 4 6

4 5 5 5 4 5 4 5 5 4 5 5

107

5 6 6 6 5 5 4 6 5 5 6 5

5 6 5 4 5 6 4 5 4 5 5 6

5 6 5 5 6 5 4 5 5 5 6 5

5 4 5 5 5 4 4 5 5 5 4 5

5 6 5 4 5 5 4 6 5 6 5 5

5 7 5 5 5 4 5 6 5 4 6 4

5 3 4 5 4 4 6 4 5 5 6 5

5 5 6 5 4 5 5 6 5 4 5 5

6 5 4 5 5 7 5 5 6 5 5 6

6 4 5 5 6 6 4 5 5 4 6 6

5 4 5 5 5 4 5 6 6 6 5 5

4 6 5 5 5 6 6 5 5 4 6 5

6 5 6 5 5 6 6 5 5 5 6 6

6 5 5 4 6 5 5 6 5 6 5 5

4 5 5 6 5 5 4 5 5 4 5 7

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

5 6 5 4 6 5 5 6 6 5 5 5

5 4 5 5 4 5 5 4 5 5 5 4

6 5 5 6 6 5 6 5 5 7 6 5

6 5 5 5 4 4 5 4 5 5 5 6

2 3 3 3 2 2 3 4 3 4 4 4

4 5 5 5 4 4 5 4 5 5 5 4

4 5 5 5 4 4 5 4 4 6 6 5

4 4 5 5 6 5 5 4 5 6 5 5

6 7 6 5 5 5 5 7 5 3 5 4

6 5 5 5 4 5 4 5 5 4 5 5

5 6 4 5 6 5 5 6 5 6 5 4

6 4 5 5 4 4 4 6 5 5 6 5

6 5 5 6 4 5 6 5 5 4 5 5

6 5 5 7 5 5 5 6 5 5 6 5

5 6 5 5 6 5 5 6 6 5 5 6

6 5 5 6 4 6 5 6 6 5 5 4

6 5 6 6 5 3 4 6 5 5 4 5

5 6 6 4 5 5 5 6 5 5 4 5

5 4 5 5 5 4 4 6 6 5 5 6

5 4 4 6 5 4 6 5 5 6 5 4

2 3 3 4 3 1 4 6 3 4 3 3

5 6 6 5 5 6 5 4 6 5 5 5

6 5 5 4 6 5 4 6 5 5 6 5

5 6 5 4 5 6 5 5 4 4 5 4

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

6 4 4 5 5 4 6 5 4 5 5 4

108

6 5 5 6 6 4 5 6 6 5 4 5

6 6 5 5 6 5 4 6 5 5 6 5

7 4 5 5 6 5 6 5 4 5 5 5

6 4 5 6 5 6 5 6 6 6 5 6

6 5 5 6 6 5 6 7 5 5 6 6

6 4 4 6 5 5 4 5 5 4 4 5

6 5 6 5 5 4 5 6 5 4 5 4

6 5 5 5 6 5 5 6 5 5 4 5

5 6 5 5 6 5 4 6 5 6 6 5

4 6 5 6 6 5 5 6 6 4 5 5

5 6 6 4 5 4 5 6 6 4 5 5

5 6 7 6 6 5 4 6 5 5 6 5

5 6 6 5 5 5 6 5 5 6 5 6

5 6 6 5 5 6 5 6 4 5 5 6

6 5 5 5 6 5 6 5 6 6 5 6

6 5 5 4 6 5 5 5 6 7 5 5

5 4 5 6 5 4 5 6 5 6 6 5

5 6 6 5 5 6 5 6 6 5 5 6

6 5 5 6 6 5 4 6 5 5 6 6

6 6 7 6 5 5 6 5 6 6 5 5

4 3 3 2 3 3 4 3 4 3 3 3

6 5 5 6 7 5 5 5 6 5 5 6

6 5 5 6 6 4 5 5 6 6 5 6

5 6 5 5 6 4 5 6 6 6 5 5

6 5 5 6 7 5 5 6 5 6 6 6

6 5 5 6 5 5 5 6 5 5 6 5

5 6 5 5 5 5 5 6 6 5 6 5

5 6 4 6 5 6 6 6 4 6 4 5

5 6 6 5 5 5 5 6 6 7 5 5

7 6 5 6 6 6 5 6 5 5 6 5

5 6 5 5 4 5 5 6 6 6 5 5

5 6 7 6 7 6 5 4 5 6 6 6

6 5 5 5 7 6 4 5 5 7 6 5

5 6 6 6 4 5 5 6 6 5 5 5

5 5 5 4 4 4 4 5 5 5 4 4

4 5 5 5 4 5 4 5 5 5 5 4

6 5 5 5 4 4 5 6 6 5 5 6

4 6 5 5 6 4 5 6 6 7 5 5

4 6 6 5 5 7 6 5 5 6 6 4

5 6 6 6 4 6 5 6 6 6 5 5

4 4 2 3 3 4 3 4 4 3 3 4

5 4 5 4 5 4 4 4 5 6 5 4

109

AOA1 AOA2 AOA3 AOA4 AOA5 AOA6 SR1 SR2 SR3 SR4 SR5 SR6 SR7 SR8 SR9 SR10

6 5 4 5 5 6 4 4 4 4 4 5 4 5 5 5

2 3 4 4 4 3 4 4 4 4 4 4 4 4 4 4

4 4 5 4 4 5 5 4 5 5 5 6 5 5 6 5

5 5 4 4 5 5 5 5 4 5 5 5 4 5 5 4

3 3 3 4 3 3 2 2 3 3 3 3 3 3 3 4

3 3 4 5 6 5 4 4 6 6 6 5 5 5 5 5

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

6 6 6 6 3 7 4 4 4 4 4 4 4 4 4 4

4 3 3 4 3 4 5 4 4 4 5 5 5 3 4 5

3 4 3 3 3 3 4 3 4 4 4 4 4 4 4 5

6 5 5 5 5 7 4 5 5 4 5 5

5 7 6 6 7 6 5 6 6 7 6 6

6 5 5 4 4 6 4 6 6 6 5 6

4 6 5 5 6 6 5 5 4 6 6 5

6 5 6 5 5 7 5 4 4 6 6 5

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

5 5 6 5 5 6 5 6 6 5 5 5

5 5 4 5 5 5 4 5 5 5 5 4

4 5 5 5 5 4 5 6 6 6 5 7

5 6 6 6 7 6 6 6 5 7 6 6

6 5 7 6 6 6 6 7 7 7 6 6

5 5 6 5 5 5 6 5 5 5 7 6

2 3 3 2 4 2 4 3 3 3 2 3

4 5 5 5 4 5 4 5 5 4 5 5

5 5 4 5 5 6 5 5 4 4 6 5

5 6 6 6 6 5 5 5 6 5 5 6

5 4 4 4 4 4 5 4 4 6 6 5

4 4 5 4 4 6 5 5 4 5 5 4

3 4 4 3 4 4 5 3 4 4 5 4

3 2 2 3 3 4 4 4 3 4 3 3

5 5 4 5 6 4 6 5 5 5 4 5

5 7 6 6 5 5 5 6 6 7 5 5

4 7 6 6 5 7 5 4 5 6 6 5

6 5 5 6 6 5 4 4 6 6 6 6

5 6 6 5 7 6 5 5 7 6 5 5

5 5 6 5 4 5 6 4 5 6 6 5

2 3 3 3 2 2 3 4 4 4 2 3

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

6 5 5 5 6 6 6 5 5 6 6 5

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

110

3 3 3 4 4 4 5 5 5 6 6 6 6 6 6 6

5 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4

3 4 5 5 6 6 5 5 6 5 5 5 5 6 4 5

5 6 6 6 7 5 5 5 4 4 5 4 6 5 5 4

5 5 6 5 5 6 4 5 5 4 5 4 5 5 5 5

4 4 3 5 6 4 4 4 4 4 5 6 5 4 5 5

4 5 4 5 7 4 5 4 5 5 5 5 5 4 7 6

5 5 4 6 7 5 5 4 5 5 6 5 6 4 6 5

4 5 6 7 7 5 5 5 6 5 6 6 7 6 5 5

4 4 4 6 6 4 5 5 5 5 5 6 6 5 7 6

6 5 4 7 7 4 4 5 5 6 5 6 6 5 5 6

3 3 3 6 7 5 4 5 4 5 5 6 5 5 6 5

6 5 6 5 6 6 5 5 6 6 5 6 6 6 7 6

6 5 5 6 5 4 5 5 4 4 4 4 4 4 4 4

4 4 5 5 5 5 5 4 5 5 5 5 5 4 5 5

5 6 6 5 5 6 6 6 5 6 6 7 5 6 7 6

5 6 5 7 7 5 5 6 5 5 6 6 5 6 5 5

5 3 5 7 7 4 5 5 6 6 5 6 5 6 6 6

5 6 6 7 7 5 5 5 6 6 5 5 6 6 5 7

5 5 4 6 7 6 5 6 5 6 5 6 6 5 6 5

5 4 5 6 7 6 6 5 6 5 6 6 5 5 6 5

5 4 3 5 6 4 5 4 5 5 4 5 5 5 5 5

5 5 4 6 7 5 5 4 5 5 5 5 5 4 5 5

4 5 5 5 5 5 5 4 5 5 5 5 5 5 4 5

4 5 5 6 6 4 5 6 5 6 5 5 5 6 6 5

5 4 5 6 7 5 5 5 4 5 5 5 5 5 6 5

5 6 5 6 5 4 6 4 5 6 5 5 6 6 6 7

5 4 4 6 6 4 5 4 5 4 5 5 5 5 5 6

3 5 3 5 5 4 4 5 6 5 5 4 5 5 5 5

5 6 6 7 7 5 5 5 6 5 6 5 6 5 6 5

4 5 6 6 7 5 5 4 5 6 6 6 6 5 5 6

5 6 5 6 7 6 5 6 5 5 6 5 5 6 5 5

5 6 5 6 6 5 5 5 6 6 5 6 5 5 7 6

6 5 6 7 6 5 5 6 5 6 6 6 5 5 5 5

5 6 5 6 5 5 5 6 5 5 6 5 6 6 5 7

5 5 6 7 7 4 5 5 6 5 6 5 5 5 6 5

4 5 3 6 6 4 6 5 5 6 5 5 6 5 5 4

4 5 6 5 5 6 5 4 5 6 5 6 5 6 5 5

5 5 6 7 7 5 5 6 5 5 5 6 6 5 5 5

5 5 6 5 6 5 5 5 6 5 5 6 5 5 5 4

5 3 3 4 4 4 4 4 5 5 6 5 5 5 6 5

4 4 4 3 4 4 3 4 4 5 6 6 5 4 5 6

111

5 6 5 6 7 6 5 6 5 6 5 6 5 5 6 6

5 6 5 6 7 6 5 6 6 5 6 5 6 6 5 6

5 4 5 6 6 4 5 6 5 5 6 6 5 7 6 5

5 5 4 5 6 4 5 4 4 3 4 3 3 4 3 4

5 6 6 7 7 5 5 6 5 6 5 4 5 6 5 6

4 4 3 6 6 7 5 4 4 5 4 4 4 4 4 4

3 4 4 6 7 4 4 5 4 5 4 5 4 4 5 4

6 5 6 6 7 5 6 4 7 5 6 5 4 5 4 5

6 6 5 7 6 6 5 6 5 5 6 5 5 6 5 5

5 5 5 6 7 6 5 6 5 6 5 5 5 6 5 5

6 5 6 6 7 6 5 6 5 6 6 5 6 5 5 5

5 4 5 6 7 7 5 6 7 5 6 4 5 6 4 4

5 6 5 5 6 5 5 4 6 5 6 5 5 5 6 6

6 5 6 5 7 5 4 5 5 4 5 5 4 5 6 5

6 4 5 4 6 5 4 5 6 6 5 6 5 6 5 5

4 6 5 6 5 6 5 4 5 6 5 6 4 6 5 4

5 4 5 5 4 6 6 4 5 4 4 5 4 5 4 5

6 5 6 7 5 6 5 6 4 5 6 5 6 4 5 6

5 6 5 6 5 6 4 4 5 5 5 4 5 4 5 4

5 4 5 6 7 5 5 5 4 5 5 5 4 5 5 4

4 3 3 6 5 4 5 4 5 4 5 5 4 5 5 4

5 6 5 6 7 6 5 6 5 6 5 5 6 5 5 6

2 4 4 5 5 4 4 5 4 4 5 5 4 4 5 4

3 5 4 5 6 4 4 4 4 4 3 4 4 5 3 3

5 5 5 6 6 5 5 4 5 4 4 6 5 5 6 5

6 5 6 7 6 5 5 6 5 6 5 5 4 5 5 4

6 5 5 6 5 4 6 5 5 5 6 4 6 5 6 4

5 6 5 6 6 5 5 4 5 5 6 5 5 6 5 5

5 5 6 7 7 5 5 5 6 5 5 4 6 5 7 5

5 6 5 7 7 4 6 5 6 5 5 6 5 5 6 6

5 5 6 6 7 5 5 4 5 6 6 6 6 5 6 5

6 5 6 7 7 5 5 5 6 5 5 6 6 5 5 5

5 6 5 6 6 5 5 6 5 5 6 6 5 6 6 5

6 5 6 5 7 5 6 5 6 6 5 6 5 6 5 6

5 6 5 6 6 4 5 6 6 5 5 6 5 5 5 5

5 6 5 5 5 6 6 5 6 5 5 6 6 5 5 6

5 6 5 6 6 5 5 6 5 5 5 5 5 5 6 5

5 6 6 7 7 6 5 6 5 5 6 6 5 5 6 5

5 6 5 6 5 5 5 6 5 6 5 6 5 5 4 6

6 5 6 7 7 6 6 6 5 6 6 5 6 6 6 5

5 6 5 6 7 5 5 6 5 5 6 5 5 5 6 6

6 5 5 6 6 5 5 6 5 6 6 5 6 6 5 5

112

5 4 6 5 7 5 6 6 5 6 5 5 6 4 7 6

6 5 5 6 5 5 6 5 5 6 6 6 5 6 5 5

5 6 6 6 6 6 6 5 6 6 5 6 5 6 6 6

5 6 5 6 6 6 5 6 5 5 5 6 5 5 5 6

6 5 5 7 7 5 5 6 6 5 6 6 5 5 5 6

6 6 2 6 5 6 5 4 6 5 5 6 5 6 5 6

5 6 6 6 7 5 6 7 6 6 5 6 6 6 5 5

6 5 5 6 7 5 5 6 7 6 5 6 6 5 7 6

5 5 6 7 7 6 5 6 6 6 6 5 5 6 6 5

6 5 5 5 6 5 6 5 5 6 5 5 6 5 7 6

5 6 4 7 7 6 5 6 5 5 6 5 5 6 7 7

4 4 3 5 5 4 5 5 7 5 4 6 6 5 7 5

4 5 5 6 7 5 5 5 6 5 6 4 4 6 7 4

2 2 2 3 2 5 4 4 6 6 5 4 5 4 5 4

5 6 6 6 7 6 5 6 6 6 5 6 6 7 7 7

3 3 4 7 7 5 6 5 7 7 6 6 6 6 7 7

5 6 5 7 7 5 5 6 6 5 6 5 6 5 7 4

6 5 5 7 7 6 5 6 6 6 5 5 5 5 6 5

5 6 6 7 7 6 6 6 7 6 6 6 6 7 7 7

5 5 6 7 7 6 5 5 7 6 6 7 6 6 7 6

6 5 6 7 7 6 6 6 5 6 7 6 5 6 6 7

5 4 6 7 6 5 5 5 6 6 5 5 6 6 7 6

5 6 6 7 6 6 5 6 5 5 6 6 5 5 6 6

6 5 5 7 7 6 5 6 5 6 6 6 5 5 7 6

5 6 5 7 7 6 6 5 6 6 6 5 6 6 5 6

5 6 6 7 7 6 5 6 6 6 5 6 5 6 5 6

5 6 6 6 7 6 6 5 5 5 5 5 6 6 5 6

6 5 6 7 7 5 5 5 6 5 6 6 6 6 5 5

5 6 6 5 5 7 6 5 6 5 5 5 6 6 5 5

5 6 6 6 7 6 5 6 5 5 5 5 6 6 7 4

5 6 5 5 5 6 4 5 5 5 6 6 6 5 5 6

4 3 4 5 5 4 4 5 4 3 4 4 3 4 4 3

6 5 5 6 7 5 6 5 6 6 5 5 5 4 4 5

4 3 4 6 6 3 4 4 3 4 3 4 6 4 4 3

5 5 3 5 6 4 4 3 5 5 5 4 5 5 4 3

5 6 5 6 6 5 5 6 5 5 5 6 6 5 6 5

5 6 5 7 6 6 6 5 6 6 5 6 5 5 4 6

3 6 5 5 7 4 5 5 4 5 5 4 3 5 4 4

5 6 6 7 6 5 6 5 6 6 5 5 6 5 5 6

5 3 4 5 6 4 5 6 5 5 6 5 4 5 6 5

5 4 5 6 6 2 6 5 4 5 5 4 6 5 5 5

5 6 5 7 6 5 5 6 5 5 7 6 5 6 5 5

113

4 5 4 6 5 4 4 5 5 5 4 5 5 6 5 6

4 3 4 4 3 3 4 3 5 4 4 4 4 3 5 4

5 6 5 6 7 3 5 4 6 5 5 6 5 5 6 5

6 5 6 7 7 5 5 6 5 6 5 6 5 5 5 6

5 6 5 1 7 5 6 5 6 5 6 5 5 6 5 5

6 5 3 5 6 5 5 6 5 6 5 6 4 5 5 6

6 5 5 6 6 5 5 4 6 5 5 6 5 6 6 5

5 6 5 6 7 5 5 6 5 6 6 6 4 6 5 6

6 5 5 5 6 5 5 5 5 6 6 6 5 6 5 5

6 5 6 6 5 5 6 5 5 6 5 6 5 5 6 5

5 6 5 6 6 6 5 6 5 5 7 6 5 6 5 4

4 3 4 6 5 2 4 5 4 3 3 3 4 3 4 3

5 5 3 5 5 4 5 6 5 5 4 6 5 5 4 5

5 6 4 6 6 5 5 5 6 5 6 5 6 5 5 6

3 4 3 6 5 3 5 4 5 5 4 5 4 4 5 4

6 5 5 7 6 5 5 6 5 6 5 6 5 6 5 6

5 6 4 5 4 6 5 4 6 5 5 6 5 5 5 4

4 5 4 4 4 5 4 5 4 4 3 3 3 3 3 4

4 5 4 5 6 5 5 4 5 4 3 3 4 4 3 4

5 4 4 3 5 4 4 3 4 5 4 4 4 5 4 4

4 3 5 5 6 4 4 5 6 4 3 4 4 4 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 6 7 7 4 4 6 6 5 5 5 6 5 5 6

4 5 5 6 5 5 5 6 5 5 5 6 6 4 5 5

4 6 5 7 7 5 4 5 5 5 4 4 5 3 5 5

5 5 4 6 6 5 5 5 6 5 5 6 5 6 5 5

4 5 5 6 6 4 5 6 5 5 4 6 4 5 5 5

5 6 6 5 6 5 5 6 5 5 5 6 6 6 6 5

4 6 5 5 6 6 5 5 6 5 5 5 6 5 5 4

5 4 4 6 7 5 5 5 4 5 3 3 4 4 4 3

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

5 6 5 5 6 5 5 6 5 5 5 5 5 6 5 4

5 5 4 6 6 5 5 6 5 5 4 6 5 5 6 5

4 5 5 6 6 5 6 5 6 5 4 5 5 6 5 5

5 6 4 5 6 5 6 5 5 6 5 5 5 6 5 5

6 5 4 5 5 4 5 6 5 5 6 6 5 5 4 4

4 5 5 6 6 5 5 6 5 5 6 5 5 4 5 6

4 5 5 6 5 5 5 5 4 4 6 5 5 6 5 5

4 5 6 6 7 5 4 5 4 6 5 5 4 5 5 4

5 4 5 6 6 5 5 6 5 5 6 4 5 5 4 5

4 5 3 6 6 3 4 4 3 3 4 4 5 4 3 4

4 6 5 6 5 5 5 6 5 5 6 6 5 5 5 5

114

6 5 6 6 7 5 5 6 5 5 6 5 5 6 5 6

5 6 5 7 4 5 3 5 5 4 5 4 4 4 5 4

5 4 5 6 6 5 4 5 5 4 5 5 4 6 5 5

4 6 5 5 5 6 4 6 5 4 5 5 6 5 5 6

5 6 5 6 7 6 6 5 5 6 5 5 6 6 4 5

5 6 4 6 6 5 5 6 5 5 6 5 6 5 5 6

5 4 5 6 7 5 5 6 5 4 5 5 6 7 5 5

5 4 6 6 5 5 4 6 6 5 5 6 5 5 4 6

5 7 5 6 5 6 5 6 6 5 5 6 5 5 6 5

5 5 4 6 6 4 5 6 5 6 6 6 5 6 5 5

4 5 5 6 7 4 5 4 5 5 5 5 5 6 6 5

5 6 5 5 6 5 4 6 5 6 6 5 5 6 6 5

5 6 5 7 6 5 5 6 5 4 6 5 6 5 5 6

5 6 5 6 6 5 5 6 6 5 5 6 5 6 5 5

5 5 5 6 5 5 6 5 5 5 5 6 5 5 4 6

5 6 5 7 6 5 5 6 5 5 6 5 5 6 6 5

5 6 6 5 7 4 5 4 4 6 4 4 4 6 3 3

5 4 5 6 5 4 5 5 4 5 5 4 6 5 5 6

5 5 5 4 6 5 5 6 5 5 5 4 6 5 4 6

6 5 6 6 7 4 5 6 5 5 4 5 6 5 5 5

5 6 6 7 7 5 5 6 6 5 7 5 5 6 4 4

4 6 5 6 6 5 5 6 5 5 6 5 5 6 6 4

5 4 5 7 6 5 5 6 6 6 5 6 6 6 5 7

5 6 5 6 7 6 4 6 5 5 6 5 5 5 4 4

5 6 5 7 6 5 6 5 6 5 5 5 6 5 5 5

5 6 5 7 7 4 4 6 5 4 4 5 6 4 5 4

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

5 6 5 6 5 5 6 5 6 6 6 4 5 5 6 6

4 5 4 6 6 6 5 6 4 5 5 5 6 5 5 6

6 6 5 6 7 5 5 6 6 5 5 6 6 7 5 5

5 5 4 5 4 5 6 5 5 4 5 5 5 6 5 4

4 5 2 7 6 4 4 5 4 3 3 4 4 3 4 4

4 5 5 7 6 4 5 4 4 6 5 5 6 7 5 5

5 4 5 5 6 5 5 4 5 5 5 6 5 5 4 6

4 5 6 5 6 5 5 4 4 4 5 4 6 6 5 4

6 5 4 6 7 5 4 6 5 5 6 5 5 6 5 5

5 4 4 6 6 5 5 6 6 5 5 5 6 4 5 5

6 5 4 5 6 6 5 4 5 5 6 5 5 6 5 5

5 6 5 6 6 5 6 5 5 6 5 4 6 6 5 4

5 5 6 7 6 5 5 4 5 6 5 5 6 6 4 6

6 5 5 5 6 6 6 5 5 6 5 5 6 5 5 5

5 5 4 6 6 5 5 6 6 5 5 6 6 4 5 6

115

5 6 6 6 7 6 4 5 6 5 5 6 5 4 5 5

4 6 5 4 4 5 4 5 5 6 6 5 5 5 4 4

4 6 5 5 6 4 4 6 5 5 4 5 6 5 4 5

5 4 4 6 7 5 5 4 5 5 4 6 5 4 5 4

5 6 5 6 7 7 5 4 6 5 5 6 4 5 4 4

3 5 4 6 7 5 4 5 4 4 4 4 4 5 4 4

5 6 5 6 7 5 4 5 4 5 5 7 5 5 4 7

4 6 6 7 5 5 4 5 5 4 6 5 5 6 5 5

4 5 5 6 6 5 6 5 5 5 6 5 5 4 6 5

4 5 5 6 6 4 4 6 4 3 4 4 3 5 4 4

6 5 6 7 7 5 6 5 5 6 6 5 5 6 6 4

5 6 5 7 6 5 5 6 5 6 6 6 5 4 5 5

4 6 5 6 7 4 5 7 5 5 5 4 6 5 4 5

6 5 5 6 7 4 6 5 5 4 5 5 6 5 4 6

6 5 5 6 7 6 6 5 6 6 5 5 6 5 5 7

6 5 5 7 7 6 5 5 6 5 5 6 6 5 4 6

5 4 5 6 6 4 5 6 5 5 4 4 6 6 5 5

5 6 6 5 7 5 4 5 6 5 5 6 6 5 5 6

6 5 5 7 5 5 6 5 5 6 5 5 5 6 5 5

4 6 5 6 5 4 6 5 6 5 4 5 5 6 6 4

5 6 5 6 6 4 7 6 5 6 6 5 4 5 6 5

5 6 5 5 6 4 5 4 6 6 5 5 5 6 5 5

5 6 6 7 6 5 5 4 6 5 5 6 6 5 5 6

5 6 5 7 7 5 5 6 6 5 5 6 6 6 5 5

5 6 5 7 6 5 6 5 6 6 5 5 6 5 4 5

5 6 5 6 6 5 5 6 6 5 5 6 5 5 5 5

4 6 5 6 6 4 5 6 5 5 5 4 6 5 5 5

4 6 6 7 6 5 4 6 5 5 6 6 5 6 6 5

5 6 4 6 7 5 6 5 5 6 6 5 5 6 7 6

6 5 4 6 6 5 4 6 6 5 4 5 4 5 6 5

4 7 5 6 5 5 4 6 5 5 6 6 5 4 5 5

4 3 4 6 5 4 4 3 3 4 3 3 6 4 5 4

5 5 4 6 7 5 5 5 6 5 5 6 5 5 6 5

5 6 6 6 7 5 5 6 7 6 5 6 5 5 4 6

5 6 6 5 7 6 5 5 6 5 5 6 6 5 5 6

6 6 5 7 6 5 5 6 6 6 5 4 6 5 5 5

4 5 5 6 7 4 5 6 5 5 4 4 5 5 4 6

5 5 5 6 6 5 5 6 5 5 6 5 6 6 6 6

6 5 5 4 7 5 5 4 6 4 5 4 6 5 6 4

5 6 5 6 7 6 4 6 5 5 6 6 6 5 5 6

4 6 5 6 7 6 5 6 5 5 5 6 7 6 6 5

5 6 6 7 7 4 5 6 5 5 6 6 6 5 6 5

116

4 6 6 6 7 5 5 6 6 6 7 6 6 5 6 5

4 5 5 6 6 5 6 5 5 6 5 5 4 4 4 6

4 5 5 7 7 5 4 6 6 5 5 6 5 5 5 4

4 6 5 5 6 4 6 5 5 6 5 5 4 5 5 4

4 4 5 6 6 4 4 6 6 5 5 5 6 6 5 5

4 4 5 7 7 5 4 7 6 5 5 5 6 5 5 5

4 5 5 6 7 5 4 5 5 7 5 5 4 4 5 5

4 4 6 7 6 5 4 6 6 6 5 5 4 6 5 5

4 6 5 4 5 5 5 6 6 5 5 7 6 6 4 5

4 3 4 5 6 5 4 5 5 5 4 5 5 4 4 6

4 5 3 4 4 3 4 5 5 5 4 4 4 5 5 6

5 4 4 6 6 5 4 6 6 5 5 5 6 5 5 5

5 7 6 6 6 5 5 6 6 6 5 6 6 7 6 6

4 7 6 6 6 5 4 6 5 5 6 5 5 6 6 6

5 6 6 5 6 5 4 6 6 5 5 5 6 6 5 7

5 7 6 7 7 5 5 6 6 5 5 5 5 7 6 6

3 4 4 5 6 5 4 5 5 5 5 5 4 4 5 5

6 6 5 7 7 5 5 6 5 5 7 6 5 5 6 5

4 6 5 6 6 5 4 6 5 5 5 6 5 5 6 5

5 6 6 5 4 6 5 6 6 6 5 5 6 5 5 5

7 6 6 7 7 4 6 6 5 6 5 6 6 6 5 6

5 6 6 7 6 6 5 6 6 6 5 6 6 6 6 7

6 5 5 6 6 4 6 5 5 7 6 6 5 6 6 6

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

4 5 5 6 6 5 4 5 5 4 6 5 6 5 5 5

5 4 5 6 6 4 5 5 5 6 5 5 5 5 5 5

4 6 6 7 7 6 5 5 7 6 6 6 5 5 6 6

5 6 6 7 7 6 5 5 7 6 6 6 5 5 5 4

5 4 4 6 6 5 5 5 6 6 5 5 6 5 5 4

5 3 4 3 3 4 4 3 4 5 5 5 4 4 4 5

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

6 4 5 6 6 5 6 5 5 6 6 5 5 4 4 6

5 4 5 6 7 5 4 6 5 5 6 5 5 7 6 5

5 4 4 6 7 6 5 5 7 6 6 5 5 6 6 5

5 4 4 7 6 6 5 4 4 7 6 6 5 5 4 5

4 6 6 4 6 6 5 6 6 6 5 5 7 6 6 5

4 5 5 6 6 4 5 5 7 6 6 6 5 7 7 6

3 4 4 6 6 4 3 2 3 4 3 3 5 4 4 3

4 5 5 5 4 6 6 5 4 5 5 5 4 4 6 5

4 7 6 7 6 6 5 6 6 5 5 6 6 6 5 5

3 5 4 6 7 5 4 5 5 4 4 6 5 5 6 5

117

Respondents by Dependent Variable

BL1 BL2 BL3 BL4 BL5

4 5 5 5 5

4 4 4 5 5

4 4 5 5 5

4 5 5 5 4

2 2 3 2 3

5 4 4 5 5

3 2 2 3 3

5 5 3 6 6

5 4 4 5 4

3 3 3 5 5

5 5 5 6 5

4 4 4 4 4

4 4 4 5 5

5 5 4 6 6

4 4 4 4 4

4 4 4 4 4

4 4 4 5 5

6 4 4 6 6

4 4 6 6 5

4 3 3 5 4

4 3 2 5 4

5 5 4 5 6

6 6 6 5 5

4 5 4 4 4

4 5 5 5 5

6 5 6 6 5

5 4 5 5 4

5 6 5 6 5

5 6 6 7 6

4 6 5 6 5

4 5 5 4 4

4 4 4 4 4

4 4 4 4 5

4 5 5 5 6

5 5 4 5 5

4 5 5 6 4

5 6 5 5 6

4 5 6 5 5

118

4 4 4 4 4

5 5 6 5 5

6 5 5 6 5

5 6 5 6 5

5 6 6 6 5

5 6 5 5 6

5 6 5 5 5

5 5 5 6 5

4 4 4 4 4

5 6 5 5 6

5 5 5 6 5

4 5 6 5 5

4 4 4 4 3

4 4 5 4 4

5 6 6 5 5

5 6 5 6 6

5 6 5 6 6

4 2 4 5 3

5 6 5 6 5

4 3 4 4 3

4 3 5 4 4

5 4 5 4 5

5 6 5 6 5

6 5 4 6 5

6 6 5 6 5

5 5 6 5 6

6 5 6 5 5

5 4 6 5 6

5 6 5 4 5

6 4 6 5 6

5 4 5 5 4

5 4 5 6 5

5 4 5 5 5

5 6 5 6 4

4 5 4 5 5

5 4 6 5 6

4 5 4 4 3

3 2 3 3 2

5 6 5 5 5

6 6 5 6 5

5 4 5 5 5

5 4 5 6 5

119

5 6 5 5 6

5 4 5 5 6

5 6 5 6 5

5 6 5 5 5

5 6 5 5 6

5 6 5 4 5

5 5 6 5 5

5 6 6 5 6

5 6 5 6 5

5 5 6 6 5

5 6 5 6 6

5 6 6 6 6

6 5 6 5 6

5 6 5 5 6

5 6 5 6 6

5 6 5 5 5

5 6 6 5 5

6 5 5 6 5

6 5 4 7 5

5 5 6 5 5

6 6 5 6 5

5 4 6 5 5

5 6 5 5 5

5 4 5 4 4

4 5 5 5 4

4 4 4 4 4

6 4 5 7 5

4 2 5 4 4

5 6 6 5 7

4 5 5 5 6

4 4 4 6 4

5 6 5 7 5

5 5 5 7 6

5 5 6 6 5

5 5 6 5 6

5 6 5 5 5

5 6 7 6 5

5 4 5 6 5

5 6 5 6 6

5 6 6 5 5

5 6 5 6 5

4 5 6 5 5

120

5 6 5 5 6

5 6 6 5 5

4 6 5 5 5

3 3 4 3 3

5 5 4 7 5

2 3 3 3 3

4 5 4 4 4

5 6 6 5 5

5 6 6 5 6

3 2 3 3 4

5 6 6 5 5

5 4 5 5 5

3 2 4 5 2

5 6 5 6 6

5 6 5 5 4

2 3 4 3 3

5 5 6 7 5

5 6 5 5 6

5 6 5 5 5

4 5 6 5 6

5 6 5 5 4

5 6 5 5 6

5 6 5 5 6

4 5 6 5 5

5 4 5 5 6

3 2 3 6 3

2 3 4 5 3

6 5 6 5 5

5 4 4 4 5

5 5 6 5 5

6 4 5 6 4

5 4 4 5 3

4 3 3 5 3

2 3 2 5 3

2 3 3 3 2

4 4 4 4 4

5 6 5 5 6

5 6 5 5 5

4 5 4 4 5

5 4 5 5 4

5 4 5 5 4

5 6 6 5 6

121

5 6 5 5 6

3 3 4 3 3

3 3 2 4 1

4 6 5 5 6

5 6 5 5 6

5 4 5 4 5

5 4 5 5 5

4 5 5 6 4

6 5 5 6 5

4 6 5 5 6

4 3 4 5 4

5 6 5 4 5

4 2 3 4 3

5 6 6 6 5

5 4 5 6 5

3 2 4 4 3

5 4 5 5 4

4 5 6 5 5

4 5 4 5 7

5 5 6 5 5

5 6 5 5 6

5 5 6 5 5

4 5 5 4 6

4 5 5 4 4

4 5 5 4 5

4 5 5 5 6

4 5 4 5 6

5 6 6 5 5

5 6 5 5 5

5 6 5 5 5

4 5 5 4 4

4 6 5 4 5

5 4 5 4 5

4 5 5 4 5

5 5 4 5 6

5 4 4 5 4

5 4 6 5 5

4 5 4 4 4

6 7 6 5 5

5 5 4 5 6

2 2 1 3 2

5 4 6 5 5

122

5 6 5 5 6

6 5 6 5 5

5 6 5 4 6

4 3 5 3 2

5 6 5 5 4

5 6 4 4 5

5 5 4 6 5

6 6 7 5 7

5 6 5 5 6

5 4 5 5 5

6 5 5 5 5

6 5 6 6 5

5 5 5 5 6

4 6 5 5 4

5 6 4 5 5

4 5 5 4 6

5 6 6 5 5

6 4 5 5 6

5 6 5 5 6

5 5 4 5 4

5 4 5 6 5

4 5 5 5 4

4 5 4 4 5

3 2 4 3 2

5 6 5 5 5

5 6 5 5 5

5 5 4 6 5

4 6 5 4 5

5 6 5 5 6

5 6 5 5 6

5 4 5 5 6

5 6 5 5 5

5 6 5 5 6

5 5 4 5 5

5 6 5 6 6

4 5 5 6 5

5 6 7 6 6

5 4 5 5 5

5 6 6 5 5

4 6 5 6 6

4 6 5 5 5

5 4 6 5 5

123

4 5 6 5 5

5 6 6 5 5

4 5 6 5 5

3 2 4 4 3

5 6 5 5 6

5 6 5 5 6

5 6 5 5 6

5 5 7 6 5

5 6 5 6 6

5 5 5 6 5

6 5 6 6 4

5 6 5 5 6

5 6 6 5 5

5 5 6 5 6

5 6 6 5 5

5 5 6 5 5

5 4 4 5 5

5 6 4 5 5

4 5 5 5 4

4 6 5 5 6

4 6 6 5 6

4 6 5 5 5

4 6 6 5 5

3 6 4 4 3

3 2 3 3 3

5 5 4 6 5

5 6 6 6 5

4 6 5 5 5

4 4 5 4 5

4 5 5 5 6

2 3 2 5 3

5 6 7 6 6

5 5 6 5 5

4 6 5 5 5

6 5 5 6 6

5 6 6 5 7

5 5 5 5 6

3 3 2 5 3

5 5 6 5 5

4 6 5 5 5

5 5 6 5 5

4 5 5 5 6

124

5 6 5 5 6

5 5 6 6 6

2 3 5 3 4

5 6 6 5 5

5 6 6 5 5

4 5 6 5 5

5 6 7 6 7

5 4 5 6 6

5 7 7 6 6

5 4 6 6 5

4 4 4 4 4

6 5 5 6 7

5 6 6 5 5

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