the impact of product value, product evaluation, …

THE IMPACT OF PRODUCT VALUE, PRODUCT

EVALUATION, PRICE AND BRAND POSITIONING

TOWARDS CONSUMER PURCHASING DECISIONS

(A CASE STUDY OF LENOVO LAPTOP USERS IN CENTRAL JAKARTA)

By

Yang Xiaobing

ID no. 014201300166

A skripsi presented to the

Faculty of Business President University

In partial fulfillment of the requirements for

Bachelor Degree in Economics Major of Management

April 2017

i

PANEL OF EXAMINERS

APPROVAL SHEET

ii

SKRIPSI ADVISER

RECOMMENDATION LETTER

iii

DECLARATION OF ORIGINALITY

iv

ABSTRACT

The purpose of this study is to examine the purchasing decisions of consumers through

the investigation of Lenovo laptop users. The study included four independent

variables (product value, product evaluation, price and product positioning) and a

dependent variable (consumer purchase decision). Researchers used quantitative

studies to study the data, which was collected using questionnaires. A total of 150

questionnaires were valid in this study. Multivariate regression tests were performed

using the T test (partial test) and F test (simultaneous test) hypothesis test to analyze

the effect of the dependent variable on the dependent variable. Data analysis uses SPSS

20.0 to generate results. The findings of this study that product evaluation and price do

not have a significant impact on consumer purchasing decisions. The four variables of

product value, product evaluation, price and product positioning have a significant

impact on consumer purchasing decisions. At the same time, these four important

independent variables provide 44% of the dependent variable.

Key words: Technology, product value, product evaluation, price, product

positioning, consumers purchasing decisions.

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ACKNOWLEDGEMENT

I'm very glad to study in President University, I would like to thank President

University for giving me the opportunity to achieve and obtain my bachelor degree, I

also thank you very much for many people who helping and supporting me during the

skripsi process. Without family, friends and the advisor’s help, I can't complete my

thesis. These people are:

1. I want to thanks to my thesis advisor Ms. Siska. Thank you for teaching me how to

write the thesis, giving me the most professional knowledge and skills, give me the

most accurate and most useful guidance and advice. Thank you for your help, if

without your help and advice, I can't complete my thesis smoothly.

2. I want to thank my family, my parents. Thank you for always supporting me,

encouraged me, always believe me and give me confidence. Especially during the

thesis process you always enlighten and comfort me. At the same time I also thank

you very much for parents care about me in the life all the time.

3. I would like to express my gratitude to my dearest friends of batch 2013 Chinese

friends. Thank you for your help and support me during my thesis process and my

college life in President University.

Cikarang, April 10st, 2017

My deeply gratitude

Yang Xiaobing

vi

TABLE OF CONTENTS

PANEL OF EXAMINERS

APPROVAL SHEET ................................................................................................... i

SKRIPSI ADVISER

RECOMMENDATION LETTER ............................................................................. ii

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

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

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

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

CHAPTER I

INTRODUCTION ....................................................................................................... 1

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

1.2 Problem Identification ..................................................................................... 4

1.3 Statement of Problem ...................................................................................... 4

1.4 Research Objectives ........................................................................................ 5

1.5 Significance of the Study ................................................................................ 5

1.6 Scope and Limitation of the Study .................................................................. 6

CHAPTER II

LITERATURE REVIEW ........................................................................................... 7

2.1 Consumer Purchasing Decisions ..................................................................... 7

2.2 Product Value .................................................................................................. 7

2.3 Product Evaluation .......................................................................................... 8

2.4 Price................................................................................................................. 9

2.5 Brand Positioning ............................................................................................ 9

2.6 Previous Researches ...................................................................................... 10

2.7 Research Gaps ............................................................................................... 15

2.8 Theoretical Framework ................................................................................. 17

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2.9 Hypothesis ..................................................................................................... 18

CHAPTER III

METHODOLOGY .................................................................................................... 19

3.1 Research Method ........................................................................................... 19

3.2 Operational Definition of Variables .......................................................... 20

3.3 Research Framework ..................................................................................... 22

3.4 Research Instrument ...................................................................................... 24

3.5 Sampling Design ........................................................................................... 25

3.5.1 Research population ........................................................................... 25

3.5.2 Sample size......................................................................................... 25

3.5.3 Sampling technique ............................................................................ 26

3.5.4 Data collection method ...................................................................... 27

3.6 Validity and Reliability Test ......................................................................... 28

3.6.1 Validity Test ....................................................................................... 28

3.6.2 Reliability Test ................................................................................... 29

3.7 Descriptive Statistics Analysis ...................................................................... 30

3.7.1 Mean ................................................................................................... 30

3.7.2 Standard deviation .............................................................................. 30

3.8 Classical Assumption Test ............................................................................ 31

3.8.1 Normality Test ................................................................................... 31

3.8.2 Multicollinearity Test ......................................................................... 31

3.8.3 Heteroscedasticity Test ...................................................................... 32

3.8.4 Autocorrelation Test .......................................................................... 32

3.9 Multiple Linear Regressions ......................................................................... 32

3.10 Hypothesis Test ........................................................................................... 33

3.10 F - Test ................................................................................................ 33

3.10.2 T - Test ............................................................................................. 34

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3.11 Coefficient of Determination (R2) ............................................................... 35

CHAPTER IV

ANALYSIS AND RESULTS .................................................................................... 37

4.1 Pre-Test Result .............................................................................................. 37

4.1.1Validity Test ........................................................................................ 37

4.1.2 Reliability Test ................................................................................... 38

4.2 Descriptive Statistics Analysis ...................................................................... 39

4.3 Classical Assumption Test ............................................................................ 40

4.3.1 Normality Test ................................................................................... 40

4.3.2 Multicollinearity Test ......................................................................... 41

4.3.3 Heteroscedasticity Test ...................................................................... 43

4.3.4 Autocorrelation Test .......................................................................... 44

4.4 Multiple Linear Regressions ......................................................................... 44

4.5 Hypothesis Test ............................................................................................. 45

4.5.1 T-Test ................................................................................................. 45

4.5.2 F-Test ................................................................................................. 46

4.6 Coefficient of Determination (R2) ................................................................. 47

4.7 Interpretation of Result and Discussions ...................................................... 47

CHAPTER V

CONCLUSION AND RECOMMENDATION ...................................................... 51

5.1 Conclusion .................................................................................................... 51

5.2 Recommendation........................................................................................... 52

REFERENCES .......................................................................................................... 54

APPENDICES ........................................................................................................... 60

Appendix 1-Data Collection of Pre-test .............................................................. 60

Appendix 2-Reliability and Validity Test ........................................................... 62

Appendix 3-Questionnaire .................................................................................. 69

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Appendix 4-Data Collection for 110 Respondents ............................................. 72

Appendix 5-Output of SPSS 20.0 ....................................................................... 78

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CHAPTER I

INTRODUCTION

1.1 Background

The first computer in the history of mankind was invented by the French scientist Blaise

Pascal in 1642. 30 years ago no laptop computers, desktop personal computer use is a

small number of people and technology research and development. The rapid

development of science and technology constantly affects all sectors of society.

Especially in the 21st century, such as network information technology and atomic

energy technology and many other technological and development profoundly changed

the natural and human fate (Lin, 2014).

In the information technology era, the revolution in IT technology has brought about a

rapid increase in the processing capacity of digital technology. Its technological

advancement may be crucial to the development of the IT industry where digital

devices are microprocessors, a collection of millions of tiny circuits, and as "brains"

for personal computers, from video games, cars, and refrigerators. Using the concept

known as Moore's Law, the amount of power in the processor doubles approximately

every two years. The use of nanowires in microprocessors in 2013 has allowed this

trend to be inherited, with the biggest gain from laptop computer (Peckham, 2013).

In 2015, the global PC industry continued to fall due to macroeconomic conditions and

exchange rate fluctuations. Lenovo's global PC sales fell 6% year on year to 5,600

million, the market is down 12%. Lenovo's personal computer business revenue of

29.646 billion US dollars, accounting for Lenovo's overall revenue of about 66%, down

11%, mainly due to exchange rate fluctuations and slowdown in demand for personal

computer market due. Excluding exchange rate factors, revenue decreased by about 6%

2

year on year. The PC business recorded a profit before tax of $ 1,491 million, compared

to $ 1,772 million in 2014 (Pan, 2016).

Lenovo Group announced a global restructuring plan to achieve cost savings. Lenovo

announced the layoffs in the global 3,200, of which Motorola mobile workers

accounted for the vast majority, which will bring one-time cost of 600 million US

dollars. Lenovo said, Motorola and Lenovo mobile phone integration will save a lot of

staff costs (Jun, 2016). Yang Yuanqing (Lenovo Group's CEO) said earlier, The reason

for the layoffs is mainly due to a serious decline in the personal computer market,

Lenovo PC slowdown, Lenovo's core business to deal with the challenges facing the

decline, in order to ensure efficiency, need to make some changes (Heater, 2016).

Indonesian Lenovo CEO Rajesh Hiro Thadani said he is trying to lead the computer

and notebook computer market in Indonesia, which is through the continuous

introduction of new products. "This is the main step to deal with the market." Indonesia

Lenovo also with the national computer retailers, at present, the country has 4,000 retail

stores, the sale of Lenovo products. Rajesh also believes that Lenovo to change the

logo after the image is very important, mainly in the education sector, Lenovo will be

through the implementation of Siap Maju as the theme of social semi-liability planning,

the ultimate development of customer networks (Indonesian Finance, 2016).

Below is the recent ranking of brand laptop computer:

Figure1.1 Top 10 Laptop Brands Ranking in Globally Source: http://www.laptopmag.com/articles/laptop-brand-ratings

3

Based on Table1.1from 2011 to 2016, APPLE ranks first, DELL continues to rise to

the second, ASUS increased from 7 to 3.In contrast, HP are down from the third to the

sixth. But LENOVO in 2014 decreased from the second to sixth rise back to fourth in

2015.

In today digital information age, office or learning, or entertainment and shopping,

need to use computer. Basically now every family has a computer. Era of rapid

development, science and technology product update the change quickly, people's

consumption level is relatively improved. Product value and product reviews for

consumers to purchase products are crucial determinants. When buy a product of

science and technology, whether car or TV, or even computers, product brand is very

important. Prices determine consumers' purchasing power. However, for different

products, buy with a same price, will affect purchasing power which will lead to a

different purchasing decision.

Figure1.2 Users of Laptop Brands in Indonesia

Source: http://www.di-onlinesurvey.com/en/2017/01/06/laptop-market-in-indonesia

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The results were obtained through the use of computer brands in 500 local residents in

Indonesia. The survey concluded that: Acer in the first place, its share of 27%, the

second is Asus, accounting for 25%, Dell third, accounting for 11%; then Toshiba,

Lenovo and HP with the possession 9% of the proportion.

1.2 Problem Identification

Lenovo's position in Indonesia is not as good as imagined. The current personal

computer market will begin to fall into the sunset industry. Now in the traditional PC

industry has been ignored, the market competition pressure on other computer brands.

Indonesian Lenovo (2016) said PC sales were down from the third quarter of last year.

And last year, Indonesia's Lenovo Company confirmed that it had sold 1 million

computers and laptops. "The decline in sales volume is less than one point, but this

decline has caused us not to grow." According to Indonesian Lenovo, the retail market

is the largest contributor to sales, up 70%". The remaining 30% comes from the

company's market (Indonesian Finance, 2016). For this situation, there are many

factors that affect consumer purchasing decisions, including product value, product

evaluation, price, brand positioning and so on. These factors will affect Lenovo's long-

term future development, so the survey will do such a survey: product value, product

evaluation, price and brand positioning on the impact of consumer purchasing

decisions.

1.3 Statement of Problem

It is from these issues that the researcher planned to carry out a study based on the

factors affecting consumer purchasing decision:

1. Does product value have an impact on customer purchasing decisions?

2 Does product evaluation have an impact on customer purchasing decisions?

3 Does price have an impact on customer purchasing decisions?

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4 Does brand positioning have an impact on customer purchasing decisions?

5 Does product value, product evaluation, price, brand positioning have an impact on

customer purchasing decisions?

1.4 Research Objectives

Base Don the purpose of the researcher, the research objective soft and study can be

interpreted as follows:

1. To find out the impact of product value on customer purchasing decisions.

2. To find out the impact of product evaluation on customer purchasing decisions.

3. To find out the impact of price on customer purchasing decisions.

4. To find out the impact of brand positioning on customer purchasing decisions.

5. To find out the impact of product value, product evaluation, price, brand

positioning on customer purchasing decisions.

1.5 Significance of the Study

The purpose is to study Lenovo notebook computers in the Indonesian market,. The

impact of product value, product evaluation, price, brand positioning to customer

purchasing decisions.

The study involved information management capabilities are hoping is significant for

the following:

1. For the company: This study will help Lenovo to judge the Indonesian market,

as well as the understanding of consumers. In the traditional PC industry to retain

the instability of the old user, in order to provide consumers with better choices.

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2. For researcher: research consumer and problem on science and technology. For

the markets and customers have a very good improvement. To investigate and get

to what the customer favorite technology products. Make some research

orientation for the future marketing development of Lenovo.

3. For university: Help student’s later reference, and can be taken to help them study

the literature, or the continuation of the study. So that this problem has been deeply

research, science and technology Development Company to get the majority of

studies.

1.6 Scope and Limitation of the Study

a. Scope

The scope of this survey is in the city of Jakarta, Indonesia, to find Lenovo laptop

customers to purchase decisions. The survey was conducted by local residents at

Central Jakarta (Mangga Dua Mall, Central Park and Mal Taman Anggrek) as a survey.

b. Limitation

Lenovo Group is the world's leading large brands, notebook computers, desktop

computers, mobile communications industry. The research, researchers only take

Lenovo notebook computer industry as an example. As the research time and limited

human resources, to take paper survey, Lenovo notebook computer stores to conduct

customer surveys, limited number of respondents. There are only four factors that

influence the purchase of products, such as product value, product evaluation, price,

brand positioning, and the factors that consumers may purchase. May be many, the

four factors can not contain a comprehensive. Researchers mainly in this paper, four

factors as long as the factors to study.

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CHAPTER II

LITERATURE REVIEW

2.1 Consumer Purchasing Decisions

Before the consumer purchasing decision, usually consumer will ask more information

to marketer, to make sure intention products content and type either the desired product.

Consumers will get good product information before purchasing decisions (Vlašić,

Janković & Kramo, 2011). Others have a significant impact on consumer decisions.

When deciding when to buy or consume a product, the consumer's judgment may be

influenced by others, such as his wife, his intimate friend and his children, or even the

salesperson (Wood & Hayes, 2012).

Consumer purchasing decisions are primarily those that result from the purchase, use

of goods and services. Purchasing Decisions Consumers are decision-making processes

for individual participation in the assessment, acquisition, use or disposition of goods

and services. Consumer purchasing is an activity that is directly related to the

acquisition, consumption and disposal of goods and services, including the decision-

making process before and after such actions. The consumer purchase decision consists

of three main actions: buying, consuming, and processing the goods handling service.

Consumer decision-making is the active factor of competition theory. Consumer

behavior helps to formulate production policies. In order to effectively segment the

market and target marketing, it is important to know the consumers and their

purchasing decisions (Khuong & Duyen, 2016).

2.2 Product Value

Product value includes all the key elements of the product, as well as consumers in the

purchase of products to find the benefits. According to the interests of consumers,

8

demand and purchase decisions, for different customers, products, there are different

values. The consumer's idea of product value leads to buying behavior. Product prices

are an important part of the value sought by consumers, but the price is not the only

value the consumer appreciates, nor do the most influential factor consumers decide to

buy. In addition to a reasonable price, the consumer's desired product has many benefits,

including durability, appeal, and options for color, size, appearance modeling and other

characteristics. In the process of product quality of service, the effective embodiment

of product value (Holmes, 2010).

For a long time, price promotion has been the main strategy of the marketers, leading

consumers to guard against dealer promotions, and often expected to cut prices, which

led to lower product value. Many companies create standards for customer satisfaction

through goals and strategies, but only a few have focused on their customer experience

feedback problem (Kelsi, 2014).

2.3 Product Evaluation

Product evaluation and choice depends on the consumer's expectations of a product

become a reality, and become a goal, so that consumers take the initiative to

consumption. The attractiveness of the product prior to the selection, and the benefit of

selection and forecasting during consumption (Stijn, 2012). Provide product review

information, target consumers' reviews, analyze and leverage reviews by consumer

reviews, and effectively identify key aspects and benefit from consumer reviews

through consumer opinions (Yu, Zha, Wang & Chua, 2011).

The intrinsic attributes of the consumer's view of the product, such as quality and

reliability. Consumer attitudes towards the product and purchase intention. In the

process of product evaluation of consumers, product image directly affects consumers'

evaluation of products. Radio, television, art, school or film as a medium to display

products, will give customers a different product evaluation (Stoenescu, 2014).

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2.4 Price

The amount of product payment in the general sense is called the price, he is a company

profitability and income of the main factors. In the marketing sense, however,

consumers use money to exchange the value of goods and services, or the fees

generated by products and services, which are called prices (Niharika, 2015). The price

is the quotation amount that the consumer must exchange to receive. Different elements

lead to different prices of products, so the price is not fixed, dynamic prices can

withstand the change of time. Pricing is determined by product costs, marketing and

operating costs, advertising costs, or price changes caused by various factors in the

market. The pricing of the products will also change relatively (Singh, 2012).

2.5 Brand Positioning

Brand positioning is the marketing staff strive to win the impression of consumers in

the market brand is located in the height or everywhere, because the concept of each

consumer is different, have different views, including different mentality and different

values. Brand positioning is basically defined as the product and brand attributes

convey to the customer's mind. We know that each customer is different, they have

different brand or product ideas, and they have different expectations of the brand or

product (Azmat & Lakhani, 2015).

Digital products business more competitive, more attention to digital products.

Understanding the brand positioning of the company's products is important to perceive

the consumer, in the product competition, depending on the brand positioning and then

the expected target shopping malls and consumers, consider how to supply. Branding

and positioning organizations, providing value through business and developing

customer value (Aditya, 2013). The paper uses the media category to analyze the brand

positioning, determines the appropriateness of the management decision, and

establishes the strategy through communication and target perception to the consumer

10

brand positioning (Blankson & Kalafatis, 2014). The brand positioning as a robust

indicator of consumer evaluation of co-brands. Positioning perceptions of partner

brands are positively related to co-brand positioning perceptions (Singh, Kalafatis &

Ledden 2014).

2.6 Previous Researches

In previous research about factors impact consumer purchasing decisions, there are

most realistic and important factors impact consumer purchasing decisions, and

through data collection and data analysis, it was important to determine which factors

were most important. Table 2.1 shows the previous researches:

Table 2.1 Previous Researches

No Previous Researcher Title of Previous Research Results

1 Shukla, P. (2010) Impact of Contextual

Factors, Brand Loyalty and

Brand Switching on

Purchase Decisions

The study examines our prior

knowledge regarding

influence of contextual

factors, and behavioral

intentions (brand loyalty and

brand switching) on the

purchase decisions. Using

extensive literature review

combined with exploratory

research involving focus

groups with young adults

separate scales were

identified and validated for

11

individual characteristics,

brand loyalty and brand

switching. To assess the

strength of the hypothesized

model, a survey of young

adults was conducted. The

segment was chosen

particularly for their spending

habits, trend setting attitude,

and approach to buying.

Analysis provided support for

the hypothesized framework.

2 Shamsunnahar Tania

(2012)

Factors Influencing

Teachers’ Laptop Purchases

The results show that all of

the independent variables

affect the purchase of the

laptop. The following factors

influence the consumer

purchase decision: brand,

technical, characteristics,

value and mobility. When

consumers decide to buy a

new laptop, the marketer

should consider the type,

purpose, and characteristics

of the customer. Because of

the importance of branding

and mobility to all consumer

groups, the researchers argue

12

that these features should be

emphasized in advertising

and advocacy.

3 Nadiya Nisar (2014) A Study into Purchasing

Decision of Laptops Owing

to Shift in Consumers'

Attitude From Perception to

Specification in Reference

With APPLE Computers

In this survey, the author use

the Brand Equity, Hedonic

Items, Utilitarian Items,

Consumer Emotional

Attachments, Perceived

Value and Brand

Commitment six Factors

Survey on consumer

purchasing decisions on the

Apple laptop.

It showed, brand attributes,

Consumer Emotional

Attachments, Utilitarian

Items and Perceived Value

play a key role in the decision

of consumers to buy Apple

computers.

4 S. Madhan Kumar &

V. Sathish Kumar

(2014)

A Study on Consumer

Preference and Satisfaction

towards Laptops with

Special Reference to Erode

In this paper, the use of data

analysis method is to find

consumers to buy laptop

factors, and analysis of

ranking. The results show

that the price accounted for

66% of the ratio, the quality

of 64%, battery life of 62%,

13

color of 46%. Through the

consumer search results to

collect the notebook how to

choose a variety of views,

products and services, price,

quality and technical support,

which accounted for the

highest proportion of the

price.

5 Gurleen (2014) Customer satisfaction and

factors influencing the

purchase decisions of

notebook computers in

Punjab

The author of the method

uses a quantitative approach

to extract the consumer

purchase decision using the

results shown. The author

through the notebook internal

configuration and external

image analysis to draw the

following conclusions, the

impact of the various factors

in the first, the memory and

the processor is located in the

second. Aesthetics is located

in the third, brand image in

the end.

6 Sejal Acharya (2015)

Mapping of Consumers’

Perception for Laptop

In this study, the author used

the notebook's function,

pricing, after-sales service,

warranty conditions and

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promotional offers and other

factors to investigate the

impact of consumer

purchasing decisions on the

laptop. The results show that

all of these factors will have

an impact on consumer

decision-making. In order to

increase market share, the

company should provide a

better product development

pricing strategy, marketing

staff should improve the

quality of products and

services to make relative

efforts.

7 Yeriko A. N. Tampi,

Sifrid S. Pangemanan

and Ferdinand J.

Tumewu (2016)

Consumer Decision Making

in Selecting Laptop Using

Analytical Hierarchy

Process (AHP) Method

(Study: HP, ASUS and

TOSHIBA)

The results of the analysis

developed using analytical

hierarchy process (AHP) by

collecting data produced five

criteria (product value-added

features, designs, core

technologies, prices and

payment terms). When the

consumer chooses the

notebook computer, the

peripheral specification gives

the highest influence to

15

customer's choice. Followed

by the core technology

functions, and finally value-

added features.

Source: Constructed by Researcher (2017)

2.7 Research Gaps

Shukla (2010) pointed out Similar results were also observed from the brand switching

measurement model. In store promotion (the tangible connection point) was found to

be the most important factor affecting brand switching. It was also observed that

promotions which were advertised in various media such as television, radio and others

had low impact on consumer brand switching behavior. In this paper, the researchers

used four factors to study, from different directions and according to the relevance of

factors with the questionnaire on the consumer face to face data collection. Relatively

speaking, than the use of its brand-based basis has more elements, from different

aspects to reflect the real psychological consumers.

Shamsunnahar (2012) investigating the problems and factors that teachers have in the

process of purchasing a laptop and find the reasons for the teacher's purchase of the

laptop. Through the brand, technical, characteristics, value and mobility this five

factors to find teacher's purchasing decisions. In this study the author using product

value, product evaluation, price, and brand positioning four factors to investigate the

consumer masses choose to buy Lenovo brand laptop research. Relative to its research

content more purposeful, from four different aspects looking for a breakthrough in the

problem, the establishment of effective research direction.

Nadiya (2014) investigating the consumer's perception of Apple's brand and the key

factors in consumer buying decisions and the impact of student purchases on laptops.

The conclusion is that gender has no impact on the impact of laptop purchase decisions.

16

Brand loyalty makes consumers dependent on the study of consumer user surveys

without gender distinction, to ensure that each survey of consumers to an independent

personal perspective to complete the questionnaire.

Kumar and Kumar (2014) through the study of consumer preferences and satisfaction

with the notebook to find the factors that affect consumers to buy laptops. The impact

factors are: price, quality, Battery features, Technical features, Availability of color .In

this study, the researchers Four factors product value and price cover all of its factors,

and two other factors (brand positioning and product evaluation). Compared to the

more delicate and extensive.

Gurleen (2014) analyzed the laptop consumer purchase decisions, the use of multiple

brand models of laptop internal configuration and external price of the chain study, in

India Punjab with sampling research methods to do consumer purchase decision-

making survey. This study is located in Central Jakarta area, because India and

Indonesia citizen have different level of income and consumption. The object specify

in Lenovo's laptop only.

Sejal (2015) investigating consumers' use of laptop, look for consumer buying

decisions. The results show that most consumers choose their favorite brand when

purchasing a computer, refer to product information, information sources for the

official product configuration information, friends and network messages. Researchers

in this article from the product value, product evaluation, price and product positioning

in many aspects of consumer purchase decisions. In contrast, it is more comprehensive

and detailed, can explore consumer psychology, and in the hearts of consumers what

aspects of its decision-making more helpful.

Yeriko, Sifrid & Tumewu (2016) stated that by using the of five factors and three brands

using AHP and network source data analysis concluded that, peripheral equipment

specifications, core technology and value-added features of the three factors on the

consumer purchase laptop decision-making impact. This paper uses four factors to take

17

a sample survey method to collect first-hand data, looking for brand association only

the user to conduct research. Compared to more targeted and accurate.

2.8 Theoretical Framework

Researchers in the literature based on the following factors to determine the impact of

consumer purchasing decisions. This theoretical model contains independent and

dependent variables. The final theoretical model is as follows:

Figure 2.1 Theoretical Framework

Source: Theoretical Framework by Chen (2016)

According to the theoretical model of Figure 2.1, there are four independent variables

and one dependent variable: product value is X1, product evaluation is X2, price is X3

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and brand positioning is X4 as independent variables. Consumer purchasing decision is

Y as dependent variable.

2.9 Hypothesis

Assumptions as a way of investigation are often used in groups to speculate. In order

to prove the authenticity of the problem, the investigators need to test hypothesis and

theoretical knowledge to examine how to use random sampling to determine whether

to support the hypothesis of the authenticity of the evidence (Antonio, 2010).

Hypothesis1: The product value has a significant impact on consumer purchasing

decision of Lenovo laptop.

Hypothesis2: The product evaluation has a significant impact on consumer purchasing


Hypothesis3: The price has a significant impact on consumer purchasing decision of

Lenovo laptop.

Hypothesis4: The brand positioning has a significant impact on consumer purchasing


Hypothesis5: The product value, product evaluation, price and brand positioning have

significant impact on consumer purchasing decision of Lenovo laptop simultaneously.

19

CHAPTER III

METHODOLOGY

3.1 Research Method

Research is the process of gathering and analyzing information to help researchers

obtain research results and increase the understanding of the subject matter (Edmonds

& Kennedy, 2010). In social phenomena, there are two types of variables, namely

quantitative and qualitative. Quantitative variables example are the word scale and the

number of statistics, usually used to measure or measure something. While quantitative

describes such as faith, feelings and attitudes such social phenomena cannot be

measured directly, and their essence is not quantitative (Sreevidya & Sunitha, 2011).

Qualitative methods can be applied to a range of research methods. Theories derive

from science, including linguistics, philosophy, anthropology, sociology, and

psychology. The diversity of qualitative research can define a set of core features that

can be interpreted and understood in depth, understanding the social and material

situation through the researcher's experience, viewpoints, and history. A detailed

description and classification of new concepts and ideas, to distinguish between the

type of association and development of the model and explain. A detailed description

and classification of new concepts and ideas, to distinguish between the type of

association and development of the model and explain. Emphasis on the Interpretation

of Social Meaning (Moriarty, 2011).

Quantification is an educational system. Researchers need to decide what to study, ask

specific narrow questions, collect quantifiable data, use statistical and mathematical

analysis of these collected figures, and conduct research in a fair and objective manner

(Edmonds & Kennedy, 2010). Quantitative studies are applicable to measurable

20

phenomena, and the results can be displayed in quantitative terms (Sreevidya & Sunitha,

2011).

3.2 Operational Definition of Variables

Table 3.1 Operational Definition

Variable Operational Definition Indicators

Product

value

Each consumer has a unique

value, consumers of product value

judgments directly affect the

consumer's buying behavior,

which includes: product

durability, color, size and

attractiveness (Holmes, 2010).

Durability: product quality and raw

material life cycle.

Color: Product appearance paint

color.

Size: The overall size and thickness

of the product.

Attractiveness: product modeling by

consumers like.

Product

evaluation

Consumer expectations of the

product is to determine whether

consumers buy products, one of

the main factors. Others

comments on the product reviews

and the quality and reliability of

the product itself will enable

consumers to establish a goal, and

take the initiative to buy (Stijn,

2012), (Yu, Zha, Wang & Chua,

2011) and (Stoenescu, 2014).

Recognized: The degree of

recognition of consumer products.

Opinion: Volkswagen consumers of

the brand products of good or bad

evaluation.

Quality: The operation speed of the

product, and the firmness of the

material.

Reliability: The product will not be

sold after the price of a substantial

price reduction or increase the price.

21

Price In marketing activities,

promotions and discounts are

often very tempting to consumers,

so that consumers have the desire

to buy. Product purchase payment

is called the price, but the

appropriate price to allow

enterprises to stable development.

Price as an objective factor

directly affect the consumer's

psychology (Niharika, 2015) and

(Singh, 2012).

Product: Product price and its

content have a corresponding level.

Promotion: Manufacturers in the

price does not affect the situation

with the gift of value-added products

as a promotional tool.

Discount: In the product

replacement, the product content and

price match.

Appropriateness: The price and its

contents correspond to the

circumstances, the consumer can

accept the product price.

Brand

positioning

Brand positioning is important for

consumer perception. Its purpose

is to allow consumers to recognize

the brand, the brand attributes

passed to consumers through the

advertising media and other forms

of brand image, so that consumers

can keep in mind (Azmat &

Lakhani, 2015), (Aditya, 2013)

and (Singh, Kalafatis, & Ledden

2014).

Perception: Consumers through the

brand comprehensive factors to

judge, according to past experience

and psychological cognitive process

of the brand acceptance.

Image: The brand public relations,

consumer brand, good or bad

judgment.

Spread: Brand in the public, such as

advertising, television, newspapers

and posters and so on.

22

Attitude: The brand's services can

enhance the attitude of consumers to

build the trust of consumers.

Consumer

purchasing

decisions

Consumers to buy products before

going to as much as possible to

understand the product

information, access to the hearts

of consumers expect the product.

Consumers in the purchase of

products in the process, there are

three main decisions: the

purchase, consumption and

services (Vlašić, Janković &

Kramo, 2011) and (Khuong &

Duyen, 2016).

Information: Consumers often go

back and understand the product's

information and content before

purchasing the product.

Purchase: When consumers buy

products, they often go back and

consider the added value of the

product.

Consumption: Consumers in the

process of consumption is not just to

buy a thing so simple, including the

procurement process and services.

Service: Consumers in the purchase

of products and services at the same

time, the impression of the product

brand and the judge is determined by

the service.

Source: Constructed by Researcher (2017)

3.3 Research Framework

This research mainly analyzes the influence of product value, product evaluation, price

and brand positioning on consumer purchase decision of Lenovo laptop users in Central

Jakarta. During the study, the researcher had to collect data at Central Jakarta (Mangga

Dua Mall, Central Park and Mal Taman Anggrek). Upon completion of the data

23

collection, the Researcher identifies the problem and finds the effect of each

independent variable on the dependent variable from the collected data. In the second

chapter of the literature, each factor has been the theoretical support. The support of

these theories and perspectives will help researchers refine the questionnaire.

Figure 3.1 Research Framework Source: Constructed by Researcher

24

In this paper, the process steps, first of all we want to point out the central goal of the

article and then to determine the problem, looking for the previous literature as a survey

of support. Find the survey population and create a questionnaire, and then through the

reliability and validity of the test to determine whether each problem is available, or

will be re-established or modified questionnaire re-test. Distribution of the

questionnaire to collect data and data analysis and interpretation, and finally draw

conclusions and put forward the feasibility of the proposal.

3.4 Research Instrument

Researcher need to use the most effective method to collect survey data. In the previous

theoretical support, researchers need to analyze and make use of effective factors to

make and send out questionnaires, and collect the raw data through questionnaire to

describe and analyze the results. Quantitative analysis can therefore be used to measure

and summarize the results of the analysis (Bryman, Bell, Mills & Yue, 2010).

Researchers used a quantitative approach to survey questionnaires as an instrument

(presented in English and Indonesian). The first few questions in the questionnaire

count the population's attributes and information, and then the problem turns into

technical questions about research objectives. Based on the Table 3.1 Operational

Definition’s Indicators, there four independent variables and one dependent variable,

25 questions were proposed (each factor is a set of 5 data sets, each group of data has

4 problems). They were measured on five-point Likert scale, 1 -5 are Strongly Disagree,

Disagree, Neutral, Agree, Strongly Agree (Figure 3.2). This chapter will provide a brief

description and analysis of the data, which will be analyzed and explained in more

detail in Chapter IV.

25

Table 3.2 Grade Statement

Degree Scale

Strongly Disagree (SD) 1

Disagree (D) 2

Neutral (N) 3

Agree (A) 4

Strongly Agree (SA) 5

Source: adopted Likert scale (Chen, 2016)

3.5 Sampling Design

3.5.1 Research population

In the study, the surveyed population must be within the scope of the investigator's

research objectives. To ensure the data accuracy of the population under investigation,

the researcher must use the sampling technique to test the population correctly, so that

the error may lead to erroneous data And inaccurate data (Bryman, Bell, Mills & Yue,

2010).In this study, the researcher used a sampling survey approach, the survey will be

located in the Central Jakarta (Mangga Dua Mall, Central Park and Mal Taman

Anggrek), Lenovo's consumers and intention to purchase.

3.5.2 Sample size

Sample size refers to the number of cases or units contained in a sample. In the sample

survey, the determination of sample size is very important. Sample size is too large,

will waste a lot of manpower, material and financial resources; sample is too small,

will make the sampling error is too large, the survey results and the actual situation

vary greatly affect the results of the survey (Sekaran & Bougie, 2013). Based on the

26

experience presented in the case, a sample size greater than 30 and less than 500 is

appropriate for most studies. Therefore, in this study, the investigators collected

samples for the number of 150 peoples to complete the investigation of the

experimental study. The sample size can be determined by the Slovin's formula:

𝒏 =𝐍

𝟏 + 𝐍𝐞²

So

𝑛 =150

1 + 150 × 0.05²

=109.09 (approximate value for 110)

Where:

n= sample size

N= population

e= level of confidence 95%

Based on the size of the sampling results, small letter total of 150 respondents were

interviewed by the investigators. Investigators can take paper-based questionnaires to

investigate and collect data.

3.5.3 Sampling technique

In the population sampling test, because the survey population is broad, cannot test to

each individual, the sampling technique may save time, the money, and the human

resources at the same time carries on the research. Probabilistic sampling techniques

27

can be used to test the accuracy of statistical methods, which can be used to estimate

population parameters, since it represents the entire population. Sampling techniques

are also a reliable technique for eliminating sampling bias (Bryman, Bell, Mills & Yue

2010).The investigators will use paper-based questionnaires to conduct interviews with

participating respondents at Central Jakarta (Mangga Dua Mall, Central Park and Mal

Taman Anggrek).

3.5.4 Data collection method

Data collection methods are part of the study design (Figure 3.2). There are three main

methods of data phones, questionnaires, interviews and observations of people and

phenomena. Each data collection method has its own shortcomings and advantages, in

the study of appropriate data collection methods will increase the research value

(Sekaran & Bougie, 2013).

Figure 3.2 Data collection methods (Shaded parts)

Source: Research Methods for Business "A Skill-Building Approach" (Sekaran & Bougie, 2013).

28

In this study, respondents were asked to use paper-type questionnaires and go to the

Central Jakarta (Mangga Dua Mall, Central Park and Mal Taman Anggrek) for study.

The details of the survey will be to each respondent, in order to determine the

authenticity of the data and the reliability of the results.

3.6 Validity and Reliability Test

3.6.1 Validity Test

Validity is the empirical evidence of the degree of comprehensive evaluation of

judgment, the adequacy of theoretical support and the appropriateness of reasoning,

based on test results or other behavioral measurement patterns. Validity is not an

inherent characteristic test. It is the reasonableness, specific purpose, and reasoning of

the use of test scores. Validity cannot be summarized by a single number such as

reliability numbers or standard measurement errors. Specific test results are used to

support meaningful test scores by accumulating empirical, statistical, conceptual and

theoretical support (Thompson, 2013).

The correlation coefficient is a measure of the relationship between the measured points

and the two variables, X and Y (David, Dennis and Thomas, 2011).

The Pearson product moment correlation coefficient is given by the following formula.

𝒓𝒙𝒚 =𝐒𝐱𝐲

𝐒𝐱𝐒𝐲

Where:

rxy = sample correlation coefficient

Sxy = sample covariance

Sx = sample standard deviation of x

Sy = sample standard deviation of y

29

3.6.2 Reliability Test

Reliability refers to the accuracy of the test scores or repeatability. The method of

assessing reliability is the internal consistency index, called KR-20 or α (alpha). The

KR-20 index ranges from 0.0 (test scores include only random errors) to 1.0 (test scores

have no measurement error). Full reliability is not possible, for high-risk certification

exams, expect a reliability of 0.90 or higher (Thompson, 2013).

𝛂 =𝐊 × 𝐫

𝟏 + (𝐊 − 𝟏)𝐫

Where:

K = total number of items

r = mean correlation between any variables

α = instrument reliability's coefficient

Table 3.4 Cronbach's Alpha Internal consistency

Cranach's Alpha Internal consistency

α ≥ 0.9 Excellent

0.7 ≤ α ＜ 0.9 Good

0.6 ≤ α ＜ 0.7 Acceptable

0.5 ≤ α ＜ 0.6 poor

α ＜ 0.5 Reject

Source: Andale (2012)

According to the standard and the higher the better value than the Alpha in Table3.4,

reliability testing cannot be less than 0.6. If less than 0.6, then the result will be rejected.

30

3.7 Descriptive Statistics Analysis

3.7.1 Mean

The most important position in the measurement is the average of the measured

variables. The measurement of the center position needs to be measured with the mean

value. If the data is sufficient, the mean isx, and if the data is for the population, the

mean is μ (David, Dennis & Thomas, 2011). In the statistical formula for the first time

that the value of the variable x with x1, the second for the x2, the first observation of

the variable i by xi. Sample average formula is as follows:

𝐱 =∑𝐱𝐢

𝐧

Where：

x = mean

∑ = summation

x = represents scores

n = number of scores

3.7.2 Standard deviation

The standard deviation is the sum of squares of the difference between each number of

data in a set and the mean of the set of data divided by the number of data, which is the

square root. The standard deviation is defined as the positive square root of the variance

(David, Dennis & Thomas, 2011).

𝐒 = √𝟏

𝐍 − 𝟏∑(𝐱𝐢 − 𝐱 )

𝟐𝐍

𝐢=𝟏

31

Where：

S = sample standard deviation

N = number of scores in a sample

N-1 = degrees of freedom or Bessel's correction

x = value of a sample

x = mean

3.8 Classical Assumption Test

3.8.1 Normality Test

Normality test is the process of data analysis, used to analyze the normal distribution,

the use of mathematical or graphical analysis to analyze the normal distribution of

samples or data. The most common normal distribution analysis model is Kolmogorov-

Smirnov (K-S ), The K-S test is a comparison of the sample scores in the normal

distribution set with the same standard deviation and the same mean, the residual is

normally distributed when the significant level is higher than 0.05 (Samuel, 2015).

3.8.2 Multicollinearity Test

Multicollinearity refers to the fact that independent variables are only used to interpret

or predict the value of the dependent variable. In multivariate regression, most

independent variables are, to some extent, mutually dependent (David, Dennis &

Thomas, 2011). Multicollinearity a test used to test the linear regression of the

correlations between independent variables. The higher the value, the independent

variables between the co-linearity and dependence of the relationship between the

variables will be independent variables (Samuel, 2015).

32

3.8.3 Heteroscedasticity Test

The Heteroscedasticity test is an important assumption for the classical linear

regression model to ensure that the regression parameter estimator has good statistics.

This assumption is not satisfied if the random error in the global function regression

does not satisfy the homogeneity variance (Samuel, 2015).

3.8.4 Autocorrelation Test

Autocorrelation is a periodic variable that tests for t, and whether there is a correlation

between the variable between its predecessor variable (t-1) and test t (Samuel, 2015).

The value of y (denoted by yt) at time t is related to the y value in the previous time

period. In this case known as autocorrelation (also known as serial correlation) exists

in the data (David, Dennis & Thomas, 2011).

3.9 Multiple Linear Regressions

In the regression analysis, when there are two or more independent variables, this

situation is called multiple regression. A phenomenon is often associated with a number

of factors, the optimal combination of multiple independent variables to jointly predict

or estimate the dependent variable than using only one independent variable to predict

or estimate more effective and more realistic. It's equation following:

𝐘 = 𝛃𝟎 + 𝛃𝟏𝐗𝟏 + 𝛃𝟐𝐗𝟐 + 𝛃𝟑𝐗𝟑 + 𝛃𝟒𝐗𝟒 + 𝛆

Where:

Y = dependent variable (consumer purchasing decisions)

β0 = Y intercept

β1 - β4 = regression coefficient

X1 = independent variable (product value)

33

X1 = independent variable (product evaluation)

X1 = independent variable (price)

X1 = independent variable (brand positioning)

ε = random error

3.10 Hypothesis Test

3.10 F - Test

F-test is a measurement model of the global significance test. F-test can be used to

analyze whether a dependent variable will be affected by an independent variable in a

study. The results were compared with standard mean significance (Samuel, 2015). The

formula is as following：

𝑭 = [

𝐑𝟐

𝐤 ]

⌈ ( 𝟏−𝐑𝟐 )

( 𝐧−𝐤−𝟏 ) ⌉

Where:

F = statistic test for F distribution

R2 = coefficient of determination

k = number of independent variables in the model

n = number of samples

H0: β1 = β2 =β3 =β4, when the significance of F > 0.05, then result will be accept H0

Ha: at least when βi 0, when the significance of F < 0.05, then result will be reject H0

In this study, α = 0.05 was considered significant. When the F test result is less than α

= 0.05, the result will be accepted. When the result of the F test is greater than α = 0.05,

34

the result is reject.

3.10.2 T - Test

In the T test, the results of the t test were compared with the t-table. The significance t

(P value) is used to determine whether the dependent variable will have an impact on

each of the independent variables (Samuel, 2015).

𝒕 = 𝐛𝐣 − 𝛃𝐣

𝐒𝐛𝐣

Where:

j = 1, 2, 3.... n

t = the significance of in dividable regression coefficients

bj = estimated coefficient of independent variable

βj = actual coefficient of independent variable

Sbj = standard error of the regression coefficient

The end of the test t, to detect the significant results (P value). There is significant P

value standard is α = 0.05. When the F test result is less than α = 0.05, the result will

be accepted. When the result of the F test is greater than α = 0.05, the result is reject.

1) H01: β1 = 0, when significant t > 0.05, then will be accept H01

There is not the product value has a significant impact on consumer purchasing


Ha1: β1 0, when significant t < 0.05, then will be accept Ha1

There is the product value has a significant impact on consumer purchasing decision

of Lenovo laptop.

35


There is not the product evaluation has a significant impact on consumer purchasing



There is the product evaluation has a significant impact on consumer purchasing



There is not the price has a significant impact on consumer purchasing decision of

Lenovo laptop.


There is the price has a significant impact on consumer purchasing decision of Lenovo

laptop.

4) H04: β4 = 0, when significant t > 0.05, then will be accept Ha4

There is not the brand positioning has a significant impact on consumer purchasing



There is the brand positioning has a significant impact on consumer purchasing


3.11 Coefficient of Determination (R2)

R2 refers to the proportion of the total variance of the response dependent variable that

can be explained by the independent variable. If the R-square is 0.8, it means that the

36

regression relationship can explain 80% of the dependent variable variation. If you can

control the independent variable, the variation of the dependent variable will be

reduced by 80% (David, Dennis & Thomas, 2011).

37

CHAPTER IV

ANALYSIS AND RESULTS

4.1 Pre-Test Result

4.1.1Validity Test

In this test, the researcher selects 30 peoples for preliminary testing. If the result of R

is less than the R table, it means that the result is invalid and is not available. If the

result of R is greater than the R table, then the result is valid and available. Based on

the results of SPSS 20, Table 4.1 Result of Validity Test shows the results, all the data

is available.

Table 4.1 Result of Validity Test

Validity R-Table Corrected Item

Total correlation

Status

Product

Value

PV1 0.361 0.852 Valid

PV2 0.361 0.908 Valid

PV3 0.361 0.752 Valid

PV4 0.361 0.908 Valid

Product

Evaluation

PE1 0.361 0.566 Valid

PE2 0.361 0.912 Valid

PE3 0.361 0.912 Valid

PE4 0.361 0.764 Valid

Price P1 0.361 0.658 Valid

38

P2 0.361 0.811 Valid

P3 0.361 0.811 Valid

P4 0.361 0.487 Valid

Brand

Positioning

BP1 0.361 0.914 Valid

BP2 0.361 0.914 Valid

BP3 0.361 0.870 Valid

BP4 0.361 0.870 Valid

Consumer

Purchasing

Decisions

CPD1 0.361 0.943 Valid

CPD2 0.361 0.943 Valid

CPD3 0.361 0.786 Valid

CPD4 0.361 0.828 Valid

Source: Constructed in SPSS 20.0

4.1.2 Reliability Test

Table 4.2 Result of Reliability Test

Variable Cronbach's Alpha Remarks

Product value 0.873 Reliable

Product evaluation 0.786 Reliable

Price 0.625 Reliable

Brand positioning 0.912 Reliable

Consumer purchasing

decision

0.883 Reliable


39

Based on Table 3.4, the minimum value of the standard value obtained by Cranach's

Alpha Internal consistency is α > 0.6. In reliability test, all the results are all greater

than 0.6, so these results are reliable.

4.2 Descriptive Statistics Analysis

Table 4.3 Descriptive Statistics

N Range Minimu

m

Maximu

m

Mean Std.

Deviation

Varianc

e

TPV 110 3.75 1.00 4.75 3.4727 .81510 .664

TPE 110 3.75 1.00 4.75 3.2000 .85925 .738

TP 110 3.75 1.00 4.75 3.2591 .79341 .630

TBP 110 4.00 1.00 5.00 3.3477 .76558 .586

TCPD 110 3.50 1.25 4.75 3.4477 .73345 .538

Valid N

(listwise) 110


Based on the results of SPSS, the minimum and maximum values of the total consumer

purchasing decisions (TCPD) is 1.25 and 4.75, respectively, and the mean and standard

deviation is 3.4477 and 0.73345, respectively. The standard deviation shows a

maximum total product evaluation (TPE) is 0.85925. This result indicates that product

evaluation will be a key factor in customer acquisition decisions in this study.

40

4.3 Classical Assumption Test

4.3.1 Normality Test

Quantitative data common graphs are histograms. You can use the percentage of data

to outline histogram graphics. Place the variables on the horizontal axis and place the

frequency on the vertical axis to construct the histogram. The relative frequency

through the rectangle is shown for limiting the frequency corresponding to the height

(David, Dennis & Thomas, 2011).

Figure 4.1 Histogram Source: Constructed in SPSS 20.0

Based on Figure 4.1 Histogram, it can be seen that most of the results are displayed

between -2 and 2 according to the SPSS 20 output, and the graphic data are normal

distribution. The results show that the rectangles are well distributed and left and right.

41

Figure 4.2 Normal P - P Plot of Regression Standardized Residual Source: Constructed in SPSS 20.0

Based on Figure 4.2 Normal P - P Plot of Regression Standardized Residual. The results

show that in the normal distribution, the data spread around the diagonal and along the

diagonal direction, and then the regression model satisfies the assumption of normality.

4.3.2 Multicollinearity Test

Multiple colinearity is produced when at least two highly relevant predictors are

evaluated simultaneously in the regression model. Predictor variables between multiple

collinearity may blur the collinear predictor variables on the causal variables of the key

independent effects of the calculation and recognition as they share the overlapping

information. A common interpretation of the regression coefficients of a predictor as a

42

measure of the change in the expected value of the response variable due to the increase

in one unit of the predictive variable when the other predictor variables are kept

constant when the predictor is highly correlated, which may lead to The misleading

conclusion of the effect of each collinear predictor in the regression model (Kristina,

MinJae & Mohammad, 2016). Because multiple collinearity increases is different from

0, without multiple linearity and lower standard error. In the Collinearity Statistics is

divided into Tolerance and VIF, where Tolerance standard interval of 0.01 <x <1, VIF

standard interval of 0.1 <x <10. Interval with its results.

Table 4.4 Coefficientsa


Based on the Table 4.4 Coefficientsa in Tolerance area, total product value (TPV) is

0.416, total product evaluation (TPE) is 0.417, total price (TP) is 0.456 and Brand

positioning is 0.491 The results of these independent variables are all 0.01 < x <1

standard Interval, didn't have multiollinearity problem.

Based on the Table 4.4 Coefficientsa in VIF area, total product value (TPV) is 2.403,

total product evaluation (TPE) is 2.398, total price (TP) is 2.159 and Brand positioning

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std.

Error

Beta Tolerance VIF

(Constant) 1.186 .263 4.500 .000

TPV .176 .100 .196 1.761 .081 .416 2.403

TPE .262 .095 .307 2.766 .007 .417 2.398

TP .231 .098 .250 2.356 .020 .456 2.195

TBP .018 .098 .018 .179 .858 .491 2.035

43

is 2.035 The results of these independent variables are all 0.1 < x <10 standard Interval,

didn't have multiollinearity problem.

4.3.3 Heteroscedasticity Test

In the quantitative study population data test, the heteroskedasticity test is used for data

analysis to arrive at the results, to detect its randomness and values. The error may

increase as the IV value increases, or may increase as the IV value becomes extreme in

any direction, which will produce something of a similar shape (Williams, 2015).

Figure 4.3 Scatter plot of Heteroskedasticity Source: Constructed in SPSS 20.0 (2017)

Based on Figure 4.3 Scatter plot of Heteroskedasticity, derived from the SPSS20 output.

In the normal distribution of the graph, the data is randomly scattered without

patterning. The results show no heteroscedasticity.

44

4.3.4 Autocorrelation Test

When there have autocorrelation, a significant error in the test of statistical significance

can be performed based on the assumed regression model. Therefore, it is important to

be able to detect autocorrelation and take corrective action. Durbin and Watson

developed a table that can be used to determine when the test statistic indicates the

presence of autocorrelation (David, Dennis and Thomas, 2011). The standard range of

the Durbin-Watson is -2 <x <2. When the result belongs to the standard range of

Durbin-Watson, it will pass the autocorrelation test.

Table 4.5 Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

Durbin-Watson

1 .679a .461 .440 .54877 1.975

Source: Constructed in SPSS 20.0 (2017)

According the Table 4.5 Model Summaryb, result of SPSS 20 is 1.975 belongs to the

standard range of Durbin-Watson. So, there didn't have problem of autocorrelation.

4.4 Multiple Linear Regressions

Dependent variables are predicted variables. One or more variables that can be used to

predict the value of a dependent variable are called independent variables. Regression

involves two or more independent variables. Multiple regression analysis is usually

used to describe y and X related equations and error terms (David, Dennis & Thomas,

2011).

In this survey, the investigator selected value as the coefficient of the multivariate

regression equation. For the analysis and testing of the multivariate regression equation,

the multivariate regression line is based on the independent variables because all

variables are the same.

45

In this study, the confidence was 95%, so the maximum error was 5% (0.05). When the

result was less than or equal to 0.05, the result would be significance. Based on the

results of Table 4.4, the product value (X1) is 0.081, product evaluation (X2) is 0.007,

price (X3) is 0.020 and brand positioning (X4) is 0.858. The values of X1 and X4 are all

greater than 0.05, so X1 and X4 is not significance. X2 and X3 are less than 0.05, so X2

and X3 is significance. The multiple regression line models as follows:

Y=0.307X2+0.250X3+ε

According to the regression line equation, X2 has an effect of 0.307 on Y. If other

factors remain unchanged, X2 increases or decreases by one point, then Y will increase

or decrease by 0.307.

According to the regression line equation, X3 has an effect of 0.250 on Y. If other

factors remain unchanged, X3 increases or decreases by one point, then Y will increase

or decrease by 0.250.

4.5 Hypothesis Test

4.5.1 T-Test

T is expressed in units of standard error calculation. T of greater amplitude (it can be

positive or negative), more evidence for the null hypothesis, namely there is no

significant difference. T is close to zero, the less likely exists significant differences.

Repeat random sampling data in the same group, and each will have a slightly different

t value, this is due to random sampling error (Patrick, 2016). The significant confidence

interval is < 0.05.

On the result of analysis Table 4.4 shows about the researcher analysis of 4 independent

variable as following:

46

Product value (x1): result of t is 0.081 > 0.05, the product value has not significant

impact on consumer purchasing decision of Lenovo laptop.

Product evaluation (x2): result of t is 0.007 < 0.05, the product evaluation has a

significant impact on consumer purchasing decision of Lenovo laptop.

Price (x3): result of t is 0.020 < 0.05, the price has a significant impact on consumer

purchasing decision of Lenovo laptop.

Brand positioning (x4): result of t is 0.858 > 0.05, the brand positioning has not

significant impact on consumer purchasing decision of Lenovo laptop.

4.5.2 F-Test

F statistics is based on the ratio of mean square. Is used to calculate the estimate of the

degrees of freedom (DF) of the population variance estimation. F test assesses the

equality of variance. By changing the included in the ratio of the variance, F inspection

become very flexible. Can use F statistic and F test to test the regression model is

significant on the whole, compare different model fitting, specific regression test item

and test mean equality (Jim, 2016). When the result would be impact of independent

variable should significance < 0.05.

Table 4.6 ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 27.016 4 6.754 22.427 .000b

Residual 31.621 105 .301

Total 58.637 109


47

On the result of Table 4.6 shows, P value (Sig.) is 0.000 < 0.05. So product value (x1),

product evaluation (x2), price (x3) and brand positioning (x4) all independent variable

have the significance toward impact of dependent variable consumer purchasing

decisions (Y).

4.6 Coefficient of Determination (R2)

The coefficient is often expressed as a percentage, and the higher the coefficient, the

higher the percentage of the data and the percentage of the first pass. If the coefficient

is 0.80, then 80% of the points should be in the regression line, the value of 1 or 0

means that the regression line all data or no data (Andale, 2012)

Table 4.7 Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

Durbin-

Watson

1 .679a .461 .440 .54877 1.975


According to Table 4.7 Model Summaryb, the results showed that R is 0.679, R Square

is 0.461. In the research, because the number of independent variables is more than 2,

so you need to use Adjusted R Square is 0.440, so the proportion of factors in this

survey accounted for 44%, the remaining 56% in other surveys.

4.7 Interpretation of Result and Discussions

H1：Hypothesis 1: The product value has a significant impact on consumer


48

Based on 4.5.1 T-Test, the result showed that the product value has not significant

impact on consumer purchasing decision of Lenovo laptop. Following Table 4.4

Coefficientsa the result P-value of product value is 0.081, this result more than 0.05, so,

Ha is rejected and the H1 is accepted.

Nadiya (2014) investigates consumer decision-making on Apple laptops, and perceived

value plays a key role in the decision of consumers to buy Apple laptops. In the product

appearance, shape and color, etc. are mostly in line with the needs of consumers. Most

consumers say that looking for more value-added products.

Data analysis shows that the product value of this factor has no significant on customer

purchasing decision. Lenovo users in the Central Jakarta survey, indicate Lenovo’s

Series of products (ThinkPad and IdeaPad) is have with the values of mass users.

H2: The product evaluation has a significant impact on consumer purchasing


Based on 4.5.1 T-Test, the result showed that the product evaluation has a significant


Coefficientsa the result P-value of product value is 0.007, this result less than 0.05, so,

Ha is accepted and the H1 is rejected.

Stijn (2012) product evaluation and choice depends on the consumer's expectations of

a product become a reality, and become a goal, so that consumers take the initiative to

consumption. The attractiveness of the product prior to the selection, and the benefit of

selection and forecasting during consumption.

Based on the result in this research, the product evaluation has a significant impact on

consumer purchasing decision of Lenovo laptop.

H3: The price has a significant impact on consumer purchasing decision of

Lenovo laptop.

49

Based on 4.5.1 T-Test, the result showed that the price has a significant impact on

consumer purchasing decision of Lenovo laptop. Following Table 4.4 Coefficientsa the

result P-value of product value is 0.020, this result less than 0.05, so, Ha is accepted

and the H1 is rejected.

Kumar & Kumar (2014) though use of data analysis method is to find consumers to

buy laptop factors, and analysis of ranking. The results show that the price accounted

for 66% of the ratio, the quality of 64%, battery life of 62%, color of 46%. Through the

consumer search results to collect the notebook how to choose a variety of views,

products and services, price, quality and technical support, which accounted for the

highest proportion of the price.

Based on the result in this research, the price has a significant impact on consumer


H4: The brand positioning has a significant impact on consumer purchasing


Based on 4.5.1 T-Test, the result showed that the brand positioning has not significant


Coefficientsa the result P-value of product value is 0.858, this result more than 0.05, so,

Ha is rejected and the H1 is accepted.

Aditya (2013) digital products business more competitive, more attention to digital

products. Understanding the brand positioning of the company's products is important

to perceive the consumer, in the product competition, depending on the brand

positioning and then the expected target shopping malls and consumers, consider how

to supply. Branding and positioning organizations, providing value through business

and developing customer value.

In this study, the brand positioning has not significant impact on consumer purchasing

decision of Lenovo laptop. Lenovo brand in Indonesia has a high reputation. In the

50

laptop industry, Lenovo's brand positioning is very clear, but also in line with the minds

of consumers brand image.

H5: The product value, product evaluation, price and brand positioning have

significant impact on consumer purchasing decision of Lenovo laptop

simultaneously.

Based on Table 4.5 Model Summaryb result, the R Square is 0.461. That result showed

there are two independent variables (X) on the impact towards dependent variable (Y).

And then, significant standard values were 0.05, compared to less than the results of

0.00, this means that all of X have an impact on Y.

Shukla (2010) in this research results show that contextual factors, brand loyalty, brand

switching three independent variables on the purchase or replacement of laptop

customers have an impact on the decision. Research shows that with the progress of

science and technology, product promotion at the same time, the external factors on the

impact of consumer decision-making more important.

For final result of this study, the product evaluation and price has significant impact on

consumer purchasing decision of Lenovo laptop.

51

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

Through the analysis of the results and explanations of the previous chapters, the paper

summarizes the impact of the dependent variables, which are product value, product

evaluation, price and brand positioning toward the customer purchase decision in the

Central Jakarta,

1. Based on result of t test the product value has no significant impact on consumer

purchasing decision of Lenovo laptop. This means in the product appearance, shape

and color, etc. Lenovo companies also need to work. Most consumers say they are

looking for more value-added products.

2. Based on result of t test the Product evaluation has a significant impact on consumer

purchasing decision of Lenovo laptop. This means product evaluation on the impact of

consumers is very important, Lenovo should be in the promotion of their products at

the same time should improve service attitude.

3. Based on result of t test the Price has a significant impact on consumer purchasing

decision of Lenovo laptop. This means the price is that every consumer will be

concerned about the problem, consumers agree with the price of the product location,

this product will be recognized by consumers.

4. Based on result of t test the Brand positioning has no significant impact on consumer

purchasing decision of Lenovo laptop. This means Lenovo company should increase

its advertising and media coverage in Indonesian laptop market.

5. The results show that the adjusted R squared is 0.44, which means that two

independent variables have an impact on the dependent variable. Results the

52

significance of F p-value are 0.00, and the result was less than the significance of 0.05,

so the results were significant. The result means that all the independent variables have

a significant impact on the independent variables.

5.2 Recommendation

a. For Lenovo company:

1. The survey results showed that product value doesn’t have any impact on consumer

purchasing decisions. It is recommended that when Lenovo company in the new

innovative products, at the same time, make they to take the users opinion from

the product itself, so it will allow customers to more easily accept the value of new

products and better quality of user experience.

2. The survey results showed that brand positioning doesn’t have any impact on

consumer purchasing decisions. It is recommended that Lenovo company should

increase its advertising and media coverage in Indonesian notebook market.

Lenovo can use a variety of media to help consumers build a good consumer

awareness and Lenovo uses kinds of activities in order to provide a consumer's

clear impression on the brand position, so that consumers understand Lenovo’s

brand and brand positioning.

b. For future researcher:

1. This research uses product value, product evaluation, price and brand positioning

in four directions to make Lenovo brand users to investigate. For the future research

needs to go further, the use of a number of factors, make the study more delicate

and more targeted.

2. Future laptops will certainly make a change from the product itself, for example,

battery, screen and additional functions. The researchers recommended that in

53

future studies, the product itself for the investigation of the customer experience or

customer satisfaction research made.

54

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60

APPENDICES

Appendix 1-Data Collection of Pre-test

PV PE P BP CPD

Q1 Q2 Q3 Q4 AVG Q1 Q2 Q3 Q4 AVG Q1 Q2 Q3 Q4 AVG Q1 Q2 Q3 Q4 AVG Q1 Q2 Q3 Q4 AVG

4 3 5 3 3.75 5 4 4 3 4 3 5 5 3 4 3 3 4 4 3.5 4 4 3 5 4

5 5 5 5 5 4 5 5 5 4.75 5 5 5 4 4.75 5 5 5 5 5 5 5 5 5 5

5 4 5 4 4.5 5 5 5 5 5 4 5 5 3 4.25 5 5 5 5 5 5 5 4 5 4.75

5 4 5 4 4.5 4 5 5 5 4.75 4 4 4 3 3.75 5 5 5 5 5 5 5 4 5 4.75

4 3 4 3 3.5 3 4 4 5 4 3 4 4 3 3.5 5 5 4 4 4.5 4 4 3 4 3.75

4 3 3 3 3.25 3 4 4 4 3.75 3 5 5 3 4 4 4 4 4 4 4 4 3 3 3.5

4 4 4 4 4 3 4 4 4 3.75 4 4 4 3 3.75 4 4 4 4 4 4 4 4 4 4

5 5 4 5 4.75 4 4 4 3 3.75 5 5 5 3 4.5 3 3 4 4 3.5 5 5 5 4 4.75

4 4 4 4 4 3 5 5 3 4 4 5 5 4 4.5 3 3 5 5 4 4 4 4 4 4

4 4 4 4 4 4 4 4 3 3.75 4 4 4 3 3.75 3 3 4 4 3.5 4 4 4 4 4

5 5 5 5 5 4 5 5 4 4.5 5 5 5 3 4.5 4 4 5 5 4.5 5 5 5 5 5

4 4 4 4 4 4 3 3 3 3.25 4 4 4 3 3.75 3 3 3 3 3 4 4 4 4 4

3 3 3 3 3 3 4 4 4 3.75 3 3 3 3 3 4 4 4 4 4 3 3 3 3 3

4 4 4 4 4 3 3 3 3 3 4 4 4 3 3.75 3 3 3 3 3 4 4 4 4 4

4 3 5 3 3.75 5 4 4 3 4 3 5 5 3 4 3 3 4 4 3.5 4 4 3 5 4

5 5 5 5 5 4 5 5 5 4.75 5 5 5 4 4.75 5 5 5 5 5 5 5 5 5 5

5 4 5 4 4.5 5 5 5 5 5 4 5 5 4 4.5 5 5 5 5 5 5 5 4 5 4.75

61

4 4 4 4 4 3 3 3 3 3 4 4 4 4 4 3 3 3 3 3 4 4 4 4 4

4 3 5 3 3.75 5 4 4 5 4.5 3 5 5 4 4.25 5 5 4 4 4.5 4 4 3 5 4

5 5 5 5 5 4 5 5 5 4.75 5 5 5 4 4.75 5 5 5 5 5 5 5 5 5 5

5 4 5 4 4.5 5 5 5 5 5 4 5 5 3 4.25 5 5 5 5 5 5 5 4 5 4.75

5 4 5 4 4.5 4 5 5 5 4.75 4 4 4 4 4 5 5 5 5 5 5 5 4 5 4.75

4 3 4 3 3.5 3 4 4 4 3.75 3 4 4 4 3.75 4 4 4 4 4 4 4 3 4 3.75

4 4 4 4 4 4 4 4 3 3.75 4 4 4 3 3.75 3 3 4 4 3.5 4 4 4 4 4

5 5 5 5 5 4 5 5 4 4.5 5 5 5 3 4.5 4 4 5 5 4.5 5 5 5 5 5

4 5 4 5 4.5 3 5 5 4 4.25 5 5 5 4 4.75 4 4 5 5 4.5 4 4 5 4 4.25

4 5 5 5 4.75 3 3 3 4 3.25 5 4 4 4 4.25 4 4 3 3 3.5 4 4 5 5 4.5

3 3 3 3 3 4 4 4 3 3.75 3 5 5 4 4.25 3 3 4 4 3.5 3 3 3 3 3

4 3 3 3 3.25 5 4 4 3 4 3 5 5 3 4 3 3 4 4 3.5 4 4 3 3 3.5

4 4 3 4 3.75 4 5 5 4 4.5 4 4 4 4 4 4 4 5 5 4.5 4 4 4 3 3.75

62

Appendix 2-Reliability and Validity Test

Reliability Test

Reliability of Product Value (PV)

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.873 .878 4

Reliability of Product Evaluation (PE)


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.786 .798 4

Reliability of Price (P)


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.625 .645 4

63

Reliability of Brand Positioning (BP)


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.912 .915 4

Reliability of Consumer Purchasing Decision (CPD)


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.883 .898 4

64

Validity Test

Validity of Product Value (PV)

Correlations

PV1 PV2 PV3 PV4 TPV

PV1

Pearson Correlation 1 .628** .718** .628** .852**

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

N 30 30 30 30 30

PV2

Pearson Correlation .628** 1 .439* 1.000** .908**

Sig. (2-tailed) .000 .015 .000 .000

N 30 30 30 30 30

PV3

Pearson Correlation .718** .439* 1 .439* .752**

Sig. (2-tailed) .000 .015 .015 .000

N 30 30 30 30 30

PV4

Pearson Correlation .628** 1.000** .439* 1 .908**

Sig. (2-tailed) .000 .000 .015 .000

N 30 30 30 30 30

TPV

Pearson Correlation .852** .908** .752** .908** 1

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

N 30 30 30 30 30

65

Validity of Product Evaluation (PE)

Correlations

PE1 PE2 PE3 PE4 TPE

PE1

Pearson Correlation 1 .317 .317 .155 .566**

Sig. (2-tailed) .088 .088 .414 .001

N 30 30 30 30 30

PE2

Pearson Correlation .317 1 1.000** .595** .912**

Sig. (2-tailed) .088 .000 .001 .000

N 30 30 30 30 30

PE3

Pearson Correlation .317 1.000** 1 .595** .912**

Sig. (2-tailed) .088 .000 .001 .000

N 30 30 30 30 30

PE4

Pearson Correlation .155 .595** .595** 1 .764**

Sig. (2-tailed) .414 .001 .001 .000

N 30 30 30 30 30

TPE


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

N 30 30 30 30 30

66

Validity of Price (P)

Correlations

P1 P2 P3 P4 TP

P1

Pearson Correlation 1 .200 .200 .218 .658**

Sig. (2-tailed) .290 .290 .248 .000

N 30 30 30 30 30

P2

Pearson Correlation .200 1 1.000** .128 .811**

Sig. (2-tailed) .290 .000 .501 .000

N 30 30 30 30 30

P3

Pearson Correlation .200 1.000** 1 .128 .811**

Sig. (2-tailed) .290 .000 .501 .000

N 30 30 30 30 30

P4

Pearson Correlation .218 .128 .128 1 .487**

Sig. (2-tailed) .248 .501 .501 .006

N 30 30 30 30 30

TP


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

N 30 30 30 30 30

67

Validity of Brand Positioning (BP)

Correlations

BP1 BP2 BP3 BP4 TBP

BP1

Pearson Correlation 1 1.000** .595** .595** .914**

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

N 30 30 30 30 30

BP2

Pearson Correlation 1.000** 1 .595** .595** .914**

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

N 30 30 30 30 30

BP3

Pearson Correlation .595** .595** 1 1.000** .870**

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

N 30 30 30 30 30

BP4

Pearson Correlation .595** .595** 1.000** 1 .870**

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

N 30 30 30 30 30

TBP


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

N 30 30 30 30 30

68

Validity of Consumer Purchasing Decision (CPD)

Correlations

CPD1 CPD2 CPD3 CPD4 TCPD

CPD1

Pearson Correlation 1 1.000** .628** .718** .943**

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

N 30 30 30 30 30

CPD2

Pearson Correlation 1.000** 1 .628** .718** .943**

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

N 30 30 30 30 30

CPD3

Pearson Correlation .628** .628** 1 .439* .786**

Sig. (2-tailed) .000 .000 .015 .000

N 30 30 30 30 30

CPD4

Pearson Correlation .718** .718** .439* 1 .828**

Sig. (2-tailed) .000 .000 .015 .000

N 30 30 30 30 30

TCPD


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

N 30 30 30 30 30

69

Appendix 3-Questionnaire

My name is Robin Yang, I am a student of Management Study Program at President University. I

am doing a research, as the topic of my thesis which is "The Impact of Product Value, Product

Evaluation, Price and Brand Positioning towards Consumer Purchasing Decision of Lenovo Laptop

Users in Central Jakarta". I would be grateful if you fill in the questionnaire, in order to complete

the research process. The information acquired from this questionnaire will be confidentially used

for academic purpose only. Thank you!

Nama saya Robin, mahasiswa jurusan manajemen dari President University. Saat ini saya sedang

melakukan penelitian skripsi saya, dengan judul, "Dampak Nilai Produk, Evaluasi Produk, Harga

dan Brand Positioning Terhadap Keputusan Pembelian Konsumen Laptop Lenovo Di Jakarta

Pusat" Saya akan berterima kasih jika Anda mengisi kuesioner untuk menyelesaikan proses

penelitian skripsi saya. Informasi yang diperoleh dari kuesioner ini akan rahasia dan digunakan

untuk tujuan akademis saja. Terima kasih!

Please check "√" the answer that you choose from the questions given below.

Likert Scale

Please check "√" the questionnaire based on the instruction below :

*Product Value

No Statement Scale

1 2 3 4 5

1

Lenovo laptops service life is relatively long.

(Pelayanan laptop Lenovo yang diberikan termasuk

lama)

2

Lenovo laptop appearance can attract more

consumers.

(Penampilan laptop Lenovo dapat menarik lebih

banyak pelanggan)

3 Lenovo laptop size is very much in line with your

needs.

Have you ever used a Lenovo laptop?

Apakah Anda pernah menggunakan laptop Lenovo?

YES

NO

1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree 5 = Strongly Agree

70

(Ukuran laptop Lenovo sangat sesuai dengan

kebutuhan saya)

4

Lenovo laptop relative more attractive compares to

other brands.

(Laptop Lenovo relatif lebih menarik ketimbang

merek-merek laptop lainnya)

* Product Evaluation

No Statement Scale

1 2 3 4 5

1

Consumers think that Lenovo's laptop utility is

higher.

(Konsumen menganggap laptop Lenovo memiliki

tingkat kepraktisan yang tinggi)

2

Lenovo laptop has a very good reputation.

(Laptop Lenovo memiliki reputasi yang sangat

baik)

3

Consumers agree laptop Lenovo have a high

quality.

(Konsumen setuju bahwa laptop Lenovo memiliki

kualitas yang tinggi)

4

Consumer feedback towards Lenovo has a high

reliability.

(Tingkat umpan balik konsumen Lenovo memiliki

keandalan yang tinggi)

* Price

No Statement Scale

1 2 3 4 5

1 Lenovo laptop are cheap.

(Harga laptop Lenovo murah)

2 Lenovo laptop prices are reasonable.

(Laptop Lenovo memiliki harga yg masuk akal)

3

Lenovo's price is acceptable to consumers

(Harga laptop Lenovo dapat diterima dengan wajar

oleh konsumen)

4

Lenovo have promotional discount activities

(Lenovo memiliki berbagai kegiatan promosi

diskon)

71

* Brand Positioning

No Statement Scale

1 2 3 4 5

1

Lenovo laptop has a very deep impression.

(Laptop Lenovo memiliki kesan yang sangat

mendalam)

2

Lenovo's image in the public mind is very good.

(Image laptop Lenovo dalam pikiran publik sangat

baik)

3 Lenovo's publicity is welcomed.

(Publisitas laptop Lenovo disambut dengan baik)

4

Lenovo's customer service and product promotion

attitude is very good.

(Sikap pelayanan konsumen dan promosi produk

yang dilakukan oleh Lenovo sangat baik)

* Consumer Purchasing Decision

NO

Statement

1

2

Scale

3

4

5

1

Consumers are very satisfied with Lenovo's

product information.

(Konsumen sangat puas dengan informasi produk

yang disediakan oleh Lenovo)

2

Consumers are willing to buy Lenovo laptop.

(Konsumen bersedia untuk membeli laptop

Lenovo)

3

Consumers enjoy purchasing Lenovo laptop's

process.

(Konsumen memahami dan menerima laptop

Lenovo)

4

Lenovo's products and services can meet the

needs of consumers.

(Konsumen menikmati pembelian proses laptop

Lenovo)

Thank you

72

Appendix 4-Data Collection for 110 Respondents

PV1 PV2 PV3 PV4 AVG PE1 PE2 PE3 PE4 AVG P1 P2 P3 P4 AVG BP1 BP2 BP3 BP4 AVG CPD1 CPD2 CPD3 CPD4 AVG

1 2 3 2 2 2 2 1 1 1.5 1 2 3 1 1.75 2 2 2 2 2 1 1 3 1 1.5

2 2 3 2 2.25 1 1 1 3 1.5 2 1 1 1 1.25 1 1 1 1 1 1 1 2 2 1.5

1 1 1 2 1.25 3 3 3 2 2.75 1 3 2 3 2.25 4 5 2 4 3.75 2 1 1 1 1.25

3 1 2 1 1.75 2 3 2 3 2.5 1 1 1 1 1 3 4 3 3 3.25 3 3 4 4 3.5

4 1 2 1 2 1 1 1 1 1 3 1 1 2 1.75 1 1 2 3 1.75 1 1 2 1 1.25

1 1 1 3 1.5 2 2 2 1 1.75 3 1 2 2 2 1 2 1 1 1.25 4 1 5 3 3.25

4 1 1 3 2.25 1 1 1 1 1 4 1 2 1 2 2 4 2 1 2.25 2 2 3 3 2.5

4 5 5 2 4 4 4 4 4 4 4 4 3 4 3.75 4 4 2 2 3 4 4 3 2 3.25

5 4 4 5 4.5 4 3 3 3 3.25 4 3 3 3 3.25 4 4 3 4 3.75 2 3 4 3 3

3 3 3 3 3 2 2 2 2 2 2 1 4 2 2.25 2 4 2 4 3 2 4 4 3 3.25

5 2 2 4 3.25 2 2 3 1 2 2 1 2 1 1.5 3 4 2 4 3.25 2 1 3 5 2.75

1 1 1 1 1 1 2 1 2 1.5 1 2 3 2 2 1 2 1 2 1.5 3 1 4 1 2.25

2 2 2 2 2 3 2 3 2 2.5 3 3 3 3 3 2 3 3 2 2.5 3 2 2 2 2.25

3 2 1 1 1.75 1 1 2 1 1.25 3 3 3 3 3 2 2 1 2 1.75 3 4 3 3 3.25

3 4 2 4 3.25 2 2 1 1 1.5 2 1 1 2 1.5 2 2 2 2 2 1 2 3 2 2

4 3 3 1 2.75 1 3 3 3 2.5 1 3 4 2 2.5 3 1 2 4 2.5 2 2 3 2 2.25

73

4 1 1 2 2 1 2 1 2 1.5 1 3 3 2 2.25 4 4 2 3 3.25 3 2 1 2 2

3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 3 3 4 3 3.25 2 3 3 3 2.75

3 2 3 2 2.5 2 2 3 2 2.25 2 3 2 3 2.5 3 2 2 2 2.25 3 3 4 3 3.25

2 5 3 1 2.75 1 3 3 3 2.5 3 1 3 3 2.5 4 1 1 2 2 1 3 3 2 2.25

4 1 1 3 2.25 2 3 2 2 2.25 4 3 2 2 2.75 3 3 3 1 2.5 3 3 2 2 2.5

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 1 2

2 1 1 1 1.25 1 1 1 1 1 2 1 1 3 1.75 2 2 1 2 1.75 2 4 1 4 2.75

5 5 4 5 4.75 3 4 2 4 3.25 4 4 4 2 3.5 4 5 3 4 4 2 4 4 4 3.5

1 2 3 2 2 2 2 1 1 1.5 1 2 1 1 1.25 2 1 2 3 2 1 3 3 3 2.5

4 4 4 4 4 3 3 3 4 3.25 3 4 3 3 3.25 4 4 4 4 4 4 4 4 4 4

4 3 3 3 3.25 4 4 4 2 3.5 4 3 3 5 3.75 4 3 4 4 3.75 4 3 3 3 3.25

4 4 4 4 4 5 4 3 5 4.25 5 4 5 5 4.75 5 4 4 4 4.25 4 4 4 3 3.75

4 4 4 4 4 2 3 4 4 3.25 4 3 4 4 3.75 5 5 3 5 4.5 3 3 2 3 2.75

4 3 4 4 3.75 4 4 3 4 3.75 3 4 4 5 4 4 4 3 3 3.5 4 4 3 3 3.5

4 4 4 5 4.25 4 4 4 2 3.5 3 3 4 4 3.5 5 5 5 5 5 4 4 4 4 4

4 4 4 4 4 4 4 4 2 3.5 4 4 4 4 4 4 4 3 3 3.5 4 5 5 5 4.75

4 4 4 4 4 4 2 4 5 3.75 4 3 3 3 3.25 3 3 3 4 3.25 2 3 3 3 2.75

4 3 5 4 4 4 3 3 4 3.5 4 3 3 3 3.25 4 4 3 4 3.75 4 4 4 4 4

4 4 4 5 4.25 3 3 3 4 3.25 3 3 2 3 2.75 4 4 4 5 4.25 3 4 4 3 3.5

74

4 4 4 4 4 4 5 2 4 3.75 3 3 3 3 3 5 5 5 4 4.75 4 4 4 4 4

4 4 4 4 4 4 4 4 5 4.25 3 3 3 4 3.25 3 3 4 3 3.25 4 5 4 4 4.25

4 3 3 5 3.75 3 2 2 3 2.5 4 3 4 4 3.75 5 5 4 3 4.25 4 4 4 3 3.75

4 5 4 5 4.5 4 3 4 4 3.75 4 4 3 4 3.75 4 2 4 4 3.5 3 4 3 4 3.5

4 4 4 4 4 3 3 3 3 3 4 3 3 4 3.5 4 4 2 4 3.5 4 4 2 5 3.75

4 4 3 4 3.75 3 4 3 4 3.5 3 3 4 3 3.25 2 3 4 2 2.75 4 4 3 4 3.75

4 4 4 4 4 3 4 3 3 3.25 3 3 3 4 3.25 3 3 3 3 3 5 5 5 4 4.75

4 3 5 4 4 4 4 5 4 4.25 3 3 3 2 2.75 3 4 4 3 3.5 4 4 5 5 4.5

4 5 4 3 4 4 5 4 3 4 4 4 3 4 3.75 2 3 3 3 2.75 4 4 4 4 4

3 3 4 4 3.5 2 3 3 2 2.5 4 4 4 3 3.75 3 4 4 4 3.75 5 5 4 4 4.5

4 3 2 4 3.25 4 4 3 4 3.75 3 2 4 5 3.5 4 4 5 5 4.5 4 2 4 4 3.5

4 4 4 4 4 2 3 3 3 2.75 2 3 2 2 2.25 4 4 4 4 4 3 3 4 3 3.25

3 3 3 2 2.75 3 4 3 4 3.5 4 3 5 4 4 5 5 5 4 4.75 3 3 2 4 3

3 3 4 3 3.25 4 4 4 4 4 5 5 4 4 4.5 2 3 3 4 3 4 4 4 4 4

4 4 4 5 4.25 4 5 3 5 4.25 4 4 4 4 4 4 4 4 4 4 3 4 4 4 3.75

4 4 4 5 4.25 3 3 3 2 2.75 3 4 3 3 3.25 3 3 3 3 3 3 3 4 3 3.25

4 3 4 3 3.5 4 5 4 4 4.25 4 3 3 3 3.25 3 3 3 3 3 3 4 4 4 3.75

4 4 4 4 4 3 4 4 4 3.75 4 4 5 4 4.25 2 3 3 3 2.75 3 3 4 3 3.25

4 4 4 4 4 4 4 3 4 3.75 3 3 4 4 3.5 3 3 3 3 3 3 4 3 3 3.25

75

4 4 4 4 4 4 4 4 5 4.25 3 3 5 3 3.5 3 4 4 3 3.5 3 3 4 5 3.75

4 4 4 4 4 4 4 5 5 4.5 4 4 3 4 3.75 4 4 4 4 4 4 3 3 4 3.5

4 4 4 4 4 3 4 3 3 3.25 4 4 4 4 4 3 3 3 5 3.5 4 4 4 3 3.75

4 4 4 4 4 4 3 2 4 3.25 3 3 3 3 3 5 4 4 3 4 3 3 3 3 3

4 4 4 4 4 2 3 3 2 2.5 3 3 3 4 3.25 4 4 4 3 3.75 4 3 3 3 3.25

3 5 5 5 4.5 3 3 3 3 3 4 3 3 4 3.5 4 4 4 4 4 3 3 3 3 3

3 4 4 4 3.75 3 4 3 3 3.25 4 3 4 4 3.75 4 3 3 4 3.5 4 4 5 5 4.5

3 5 5 5 4.5 2 3 3 4 3 4 4 5 5 4.5 4 4 4 5 4.25 4 4 4 3 3.75

2 4 3 4 3.25 4 4 5 3 4 4 4 2 4 3.5 3 3 3 3 3 4 4 3 4 3.75

2 4 2 5 3.25 4 5 5 5 4.75 4 5 5 4 4.5 4 4 3 2 3.25 5 5 5 4 4.75

4 2 4 4 3.5 4 4 4 4 4 4 4 2 4 3.5 3 3 3 3 3 4 3 4 4 3.75

4 5 4 4 4.25 4 5 3 3 3.75 4 4 4 3 3.75 5 4 4 2 3.75 4 4 3 4 3.75

4 4 4 4 4 4 4 3 2 3.25 4 3 3 5 3.75 3 4 4 4 3.75 3 4 4 3 3.5

4 2 4 3 3.25 4 4 4 4 4 5 4 4 5 4.5 3 3 3 3 3 4 4 4 4 4

2 5 2 5 3.5 3 4 2 3 3 4 4 3 5 4 4 4 4 4 4 4 3 3 4 3.5

5 3 2 3 3.25 3 3 2 3 2.75 4 4 4 4 4 3 4 4 5 4 4 3 2 4 3.25

5 5 5 4 4.75 2 3 3 4 3 4 4 4 4 4 3 4 4 5 4 4 4 3 4 3.75

2 5 3 5 3.75 3 3 3 3 3 4 3 4 4 3.75 4 4 5 2 3.75 5 5 5 4 4.75

4 5 5 4 4.5 3 4 3 3 3.25 4 4 4 4 4 3 3 3 3 3 4 3 3 4 3.5

76

5 4 4 2 3.75 4 5 2 2 3.25 4 4 4 4 4 4 5 2 2 3.25 4 4 3 4 3.75

4 4 5 3 4 4 3 4 4 3.75 3 3 3 3 3 3 2 4 3 3 3 3 3 4 3.25

4 4 3 2 3.25 5 4 5 4 4.5 4 5 5 5 4.75 3 3 3 4 3.25 4 3 3 4 3.5

5 3 4 5 4.25 3 3 4 3 3.25 3 4 3 4 3.5 3 3 5 2 3.25 3 3 3 4 3.25

4 4 4 4 4 3 3 3 4 3.25 3 4 3 3 3.25 4 3 4 4 3.75 5 5 3 4 4.25

4 5 3 4 4 3 3 5 2 3.25 4 3 4 4 3.75 5 4 5 4 4.5 4 4 3 4 3.75

3 5 5 4 4.25 4 4 4 4 4 4 3 3 4 3.5 3 3 4 4 3.5 4 4 5 4 4.25

4 4 3 3 3.5 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3.75

4 4 4 4 4 3 4 3 3 3.25 4 3 5 4 4 3 4 4 3 3.5 4 5 3 4 4

3 4 3 3 3.25 2 3 3 3 2.75 3 4 3 3 3.25 3 4 3 3 3.25 4 4 3 4 3.75

4 3 3 5 3.75 3 4 4 4 3.75 2 3 3 4 3 4 3 3 5 3.75 4 3 4 4 3.75

5 4 5 5 4.75 4 4 5 5 4.5 4 4 5 3 4 5 4 5 5 4.75 5 5 5 4 4.75

4 3 4 4 3.75 4 4 4 4 4 4 5 5 5 4.75 4 3 4 4 3.75 4 4 4 4 4

3 4 4 5 4 5 5 5 4 4.75 4 4 4 4 4 3 4 4 5 4 4 3 3 4 3.5

3 3 4 4 3.5 2 3 3 4 3 4 5 3 3 3.75 3 3 4 4 3.5 4 4 4 4 4

4 4 4 4 4 4 4 4 4 4 4 4 3 2 3.25 4 4 4 4 4 4 4 3 4 3.75

4 3 3 3 3.25 3 3 3 3 3 4 4 4 4 4 4 3 3 3 3.25 3 3 3 3 3

4 3 3 3 3.25 3 3 3 3 3 3 4 2 3 3 4 3 3 3 3.25 3 3 3 4 3.25

3 3 2 3 2.75 2 3 3 3 2.75 3 3 2 3 2.75 3 3 2 3 2.75 4 5 5 5 4.75

77

3 3 3 3 3 3 3 2 3 2.75 2 3 3 4 3 3 3 3 3 3 4 3 3 4 3.5

3 3 3 4 3.25 3 4 4 3 3.5 3 3 3 3 3 3 3 3 4 3.25 3 4 3 4 3.5

4 3 4 4 3.75 4 4 4 4 4 3 3 3 3 3 4 3 4 4 3.75 3 3 3 4 3.25

4 4 3 5 4 3 3 3 5 3.5 3 4 3 3 3.25 4 4 3 5 4 3 4 3 3 3.25

4 2 3 4 3.25 5 4 4 3 4 3 3 3 3 3 4 2 3 4 3.25 5 5 3 4 4.25

3 3 3 4 3.25 4 4 4 3 3.75 2 4 3 3 3 3 3 3 4 3.25 4 3 4 4 3.75

4 3 4 4 3.75 4 4 4 4 4 4 4 3 3 3.5 4 3 4 4 3.75 4 4 3 4 3.75

4 4 3 4 3.75 4 3 3 4 3.5 4 4 3 3 3.5 4 4 3 4 3.75 4 3 3 4 3.5

4 3 3 4 3.5 4 4 4 3 3.75 4 4 3 4 3.75 4 3 3 4 3.5 4 4 4 4 4

4 3 4 4 3.75 3 3 3 3 3 4 4 4 4 4 4 3 4 4 3.75 3 4 4 4 3.75

3 3 3 3 3 4 4 3 2 3.25 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3.75

3 4 2 4 3.25 3 3 3 3 3 4 4 4 3 3.75 3 4 2 4 3.25 4 4 2 4 3.5

4 2 4 5 3.75 5 4 4 3 4 3 4 3 4 3.5 4 2 4 5 3.75 4 3 2 4 3.25

4 2 5 5 4 3 4 4 4 3.75 4 5 2 2 3.25 4 3 3 4 3.5 4 3 3 4 3.5

4 3 3 4 3.5 3 3 3 3 3 3 4 3 3 3.25 3 3 3 3 3 4 4 4 4 4

3 3 3 3 3 4 4 4 4 4 3 4 3 3 3.25 3 5 4 4 4 4 4 4 4 4

3 4 4 4 3.75 3 4 4 5 4 4 5 2 2 3.25 3 4 4 5 4 4 4 4 4 4

3 4 4 5 4 4 4 5 2 3.75 4 5 2 2 3.25 4 4 3 5 4 4 1 4 4 3.25

78

Appendix 5-Output of SPSS 20.0

Descriptive

Descriptive Statistics

N Range Minimum Maximum Mean Std. Deviation Variance

TPV 110 3.75 1.00 4.75 3.4727 .81510 .664

TPE 110 3.75 1.00 4.75 3.2000 .85925 .738

TP 110 3.75 1.00 4.75 3.2591 .79341 .630

TBP 110 4.00 1.00 5.00 3.3477 .76558 .586

TCPD 110 3.50 1.25 4.75 3.4477 .73345 .538

Valid N

(listwise) 110

Regression

Variables Entered/Removeda

Model Variables

Entered

Variables

Removed

Method

1 TBP, TP, TPE,

TPVb . Enter

a. Dependent Variable: TCPD

b. All requested variables entered.

79

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .679a .461 .440 .54877 1.975

a. Predictors: (Constant), TBP, TP, TPE, TPV

b. Dependent Variable: TCPD

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 27.016 4 6.754 22.427 .000b

Residual 31.621 105 .301

Total 58.637 109


b. Predictors: (Constant), TBP, TP, TPE, TPV

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. 95.0% Confidence

Interval for B

Collinearity

Statistics

B Std. Error Beta Lower

Bound

Upper

Bound

Tolerance VIF

1

(Constant) 1.186 .263 4.500 .000 .663 1.708

TPV .176 .100 .196 1.761 .081 -.022 .374 .416 2.403

TPE .262 .095 .307 2.766 .007 .074 .450 .417 2.398

TP .231 .098 .250 2.356 .020 .037 .426 .456 2.195

80

TBP .018 .098 .018 .179 .858 -.177 .212 .491 2.035

Coefficient Correlationsa

Model TBP TP TPE TPV

1

Correlations

TBP 1.000 -.132 -.193 -.414

TP -.132 1.000 -.437 -.234

TPE -.193 -.437 1.000 -.278

TPV -.414 -.234 -.278 1.000

Covariances

TBP .010 -.001 -.002 -.004

TP -.001 .010 -.004 -.002

TPE -.002 -.004 .009 -.003

TPV -.004 -.002 -.003 .010


Collinearity Diagnosticsa

Model Dimension Eigenvalue Condition Index Variance Proportions

(Constant) TPV TPE TP TBP

1

1 4.906 1.000 .00 .00 .00 .00 .00

2 .036 11.665 .69 .00 .22 .05 .01

3 .024 14.331 .19 .15 .06 .25 .43

4 .018 16.518 .10 .03 .71 .65 .00

5 .016 17.609 .01 .81 .00 .05 .56

81


Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.1030 4.2091 3.4477 .49785 110

Residual -1.46217 1.67563 .00000 .53861 110

Std. Predicted Value -2.701 1.529 .000 1.000 110

Std. Residual -2.664 3.053 .000 .981 110


Charts

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