Sikap konsumen produk kopi cair dalam kemasan botol terhadap brand image(1)
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This document summarizes research on consumer attitudes toward ready-to-drink coffee products packaged in bottles. It includes a literature review of previous studies on related topics, the proposed research model examining how brand image, packaging design, price, flavor, and TV ads influence purchase intention of bottled coffee products. It also describes the questionnaire used to collect data on consumer perceptions and includes an analysis of the descriptive data collected.
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Sikap konsumen produk kopi cair dalam kemasan botol terhadap brand image(1)
- 1. Sikap Konsumen Produk Kopi Cair dalam Kemasan Botol terhadap Brand Image, Desain Kemasan, Harga, Rasa, dan Iklan TV Kelompok 1 Arsyidillah Arin Laurina Agustin Berny Suswanto M. Arjuna Ahmadi Rizky Primaningrum Yuliana Safitri Fakultas Ekonomi Universitas Negeri Jakarta 2014
- 2. DAFTAR ISI DAFTAR ISI ............................................................................................................................................................ 2 1. LITERATURE REVIEW......................................................................................................................................3 2. MODEL PENELITIAN .......................................................................................................................................6 3. KUISIONER......................................................................................................................................................7 4. ANALISIS DATA ...............................................................................................................................................9 4.1ANALISIS DESKRIPTIF ................................................................................................................................9 4.2TES VALIDITAS .........................................................................................................................................12 4.3TES RELIABILITAS ....................................................................................................................................20
- 3. 1. LITERATURE REVIEW No. PENELITI JUDUL INDEPENDEN VARIABEL DEPENDEN VARIABEL 1 Kasnaeny, 2013 Consumen Perceived Quality and Attitude Toward Tea & Coffee byConsumers Perceived quality and Attitude Consumers 2 Brhan, 2010 Coffee, culture, and intellectual property: Lesson for Africa from the Ethiopian fine coffee initiative Coffee Culture Intellectual Coffee initiative 3 Jui Jan, 1990 A Study on the Lifestyle of coffee consumers and purcahse community in Taiwan Lifestyle Consumer Purchase 4 Sun Yeu, 2010 Factors Influencing the Intention to Redeem Coffee Shop Coupons in Korea satisfaction Intention Kepuasan 5 Liao, 2012 A Cross-Cultural Examination of Store Environment Cues and Purchase Intention in Taiwan and the US A cross-cultural Cues and purchase 6 Hanspal, 2010 Consumer Survey on Sustainable Tea & Coffee Consumption Consumer survey Coffee consumption 7 Waxman, Ph.D, 2006 The Coffee Shop: Social and Physical Factors Influencing Place Attachment Social and physical factors Influencing place attachment 8 Liang, 2013 Gender Differences in The Relationship Between Experiential Marketing and Purchase Intention Experiental marketing Purchase intention 9 Janssens, Consumer Intentions and Consumer Purchase
- 4. 2007 Purchase Behavior intention behavior 10 Kang, 2010 Changes of Coffee Consumption behaviors in Korea: The effects of image congruity toward brand name coffee shops on customer attitude and repurchase intention Consumption behaviors Customer attitude , repurchase intention 11 Abel, 2009 Determinants of customer loyalty in the specialty coffee industry: the differences between customer loyalty to an independent coffee shop and starbucks Coffee industry Customer loyalty 12 Morwitz, 2004 The mere-measurement effect: why does measuring intentions change actual behavior Measuring intention Actual behavior 13 Burge The Motivational Reasons Behind Consumer Choice in Branded Coffe Shops Motivational reason Consumer choice 14 Hwa-Ko and Chiu The relationship between brand, attitude, customers’ satisfaction and revisiting intention of the university student-A case study of coffe chain stores in Taiwan Brand Attitude Customer Satisfaction Revisiting intention 15 Kang, Tang, and Bosselman Changes of coffee consumption behaviors in Korea: The effects of image congruity toward brand name coffe shops on customer attitude and repurchase intention Consumption behavior Customer attitude and repurchase intention 16 John, 2002 Consumer Perceptions about coffee drink of Price, quality Consumer Price, quality,
- 5. and value to buy Perception and value 17 Nandonde, 2012 Consumers’ attitude towards fair-trade coffee in the UK Consumer attitude Trade coffee 19 Y.Su, Chiou, and Chang 2006 The impact of western culture adoration on the coffee consumption of Taiwan: A case study of Starbucks Western culture adoration Coffee consumption 20 BordBia, 2011 Consumer Perceptions about coffee drink of Price, quality and value to buy Consumer Perception Price, quality, and value
- 6. 2. MODEL PENELITIAN Minat Beli Kopi dalam Kemasan Botol Iklan Kopi dalam Kemasan Botol Harga Kopi dalam Kemasan Botol Rasa Kopi dalam Kemasan Botol Desain Kemasan Kopi dalam Botol Brand Image Kopi dalam Kemasan Botol
- 7. 3. KUISIONER Setelah Revisi Bagaimana pendapat Anda tentang kopi siapminum? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Bagus Tidak bagus 2 Bervitamin Tidak bervitamin 3 Cepat saji Tidak cepat saji 4 Efisien Tidak efisien 5 Harga Standar Harga tidak standar 6 Hemat Tidak hemat 7 Instan Tidak instan 8 Menarik Tidak menarik 9 Nikmat Tidak nikmat Bagaimana pendapat Anda tentang kopi yang dicampurkan dengan ekstrak buah jeruk? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Rasanya aneh Rasanyatidakaneh 2 Asam Tidakasam 3 Inovasi baru bukaninovasibaru 4 Biasa saja Luarbiasa 5 Unik Tidakunik 6 Kurang sedap Sedap 7 Kurang tepat Tepat 8 Lebih enak dicampur dengan jahe Lebih tidak enak dicampur dengan jahe 9 Tidak cocok Cocok Bagaimana pendapat Anda tentang mengkonsumsi kopi tiga kali dalam sehari? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Berbahaya Tidak berbahaya 2 Gigi kuning Gigi tidak kuning 3 Ketagihan Tidak ketagihan 4 Tidak baik untuk kesehatan Baik untuk kesehatan 5 Menyebabkan penyakit maag Tidak menyebabkan penyakit maag 6 Membuat perut kembung Tidak membuat perut kembung 7 Mengganggu pencernaan Tidak mengganggu pencernaan 8 Mengurangi rasa kantuk menambah rasa kantuk 9 Merusak organ tubuh Tidak merusak organ tubuh 10 Sakit perut Tidak sakit perut 11 Sakit pinggang Tidak sakit pinggang 12 Bau kopi Tidak bau kopi
- 8. Bagaimana pendapat Anda tentang khasiat dari kopi siap minum? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Bergairah Tidak bergairah 2 Bersemangat Tidak Bersemangat 3 Bertenaga Tidak bertenaga 4 Enak Tidak enak 5 Mudah dibawa Tidak mudah dibawa 6 Lebih fresh Tidak fresh 7 Menambah konsentrasi Menurunkan konsentrasi 8 Relax Tidak relax 9 Menunda lapar Tidak menunda lapar 10 Tidak mudah ngantuk Mudah ngantuk 11 Tidak sehat Sehat Bagaimana pendapat Anda tentang kopi siap minum dalam sensasi dingin? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Cocok untuk cuaca panas Tidak cocok untuk cuaca panas 2 Enak Tidak enak 3 Praktis Tidak praktis 4 Inovatif Tidak inovatif 5 Menarik Tidak menarik 6 Menghilangkan dahaga Tidak menghilangkan dahaga 7 Mudah haus Tidak mudah haus 8 Nikmat TidakNikmat 9 Sensasi yang beda Sensasi yang tidak beda Bagaimana pendapat Anda tentang efek samping dari meminum kopi? PERNYATAAN 1 2 3 4 5 PERNYATAAN 1 Bau Mulut Tidak bau mulut 2 Bertenaga Tidakbertenaga 3 Menyebabkan gigi kuning Tidak menyebabkan gigi kuning 4 Jantung berdebar Jantung tidak berdebar 5 Menyebabkan perut kembung Tidak menyebabkan perut kembung 6 Mual Tidak mual 7 Sakit perut Tidak sakit perut
- 9. 4. ANALISIS DATA 4.1 ANALISIS DESKRIPTIF Sebelum revisi Pernyataan satu Pernyataan kedua Descriptive Statistics N Minimum Maximum Mean Std. Deviation jeruk_1 50 1.00 5.00 2.2000 1.35526 jeruk_2 49 1.00 5.00 2.2041 .93496 jeruk_3 50 1.00 5.00 3.9600 1.10583 jeruk_4 50 1.00 5.00 1.7400 1.30634 jeruk_5 50 1.00 5.00 2.5800 1.12649 jeruk_6 50 1.00 5.00 3.7600 1.17038 jeruk_7 50 1.00 5.00 3.9200 1.20949 jeruk_8 50 1.00 5.00 2.4600 1.16426 jeruk_9 50 1.00 5.00 2.3400 1.02240 jeruk_10 50 1.00 5.00 2.3600 .96384 jeruk_11 50 1.00 5.00 3.3200 1.58359 jeruk_12 50 1.00 5.00 2.2200 1.28238 Valid N (listwise) 49 Descriptive Statistics N Minimum Maximum Mean Std. Deviation kopi_1 50 1.00 5.00 3.4200 1.10823 kopi_2 50 1.00 5.00 2.5200 1.05444 kopi_3 50 1.00 5.00 4.4800 .88617 kopi_4 50 2.00 5.00 4.2200 .93219 kopi_5 50 1.00 5.00 3.7200 .90441 kopi_6 50 2.00 5.00 3.7200 .92670 kopi_7 50 1.00 5.00 3.4800 1.12920 kopi_8 50 2.00 5.00 3.6600 .93917 kopi_9 50 3.00 5.00 4.3400 .77222 kopi_10 50 1.00 5.00 3.3200 1.03884 kopi_11 50 3.00 5.00 4.2000 .80812 kopi_12 50 2.00 5.00 3.6600 .84781 kopi_13 50 1.00 4.00 1.8600 .92604 kopi_14 50 2.00 5.00 3.7800 .97499 kopi_15 50 1.00 5.00 3.9000 1.19949 kopi_16 50 1.00 5.00 4.4400 .92934 kopi_17 50 1.00 5.00 3.3400 1.17125 kopi_18 50 3.00 5.00 4.4800 .81416 Valid N (listwise) 50
- 10. Pernyataan ketiga Descriptive Statistics N Minimum Maximum Mean Std. Deviation tiga_1 50 1.00 5.00 1.7000 1.07381 tiga_2 50 1.00 5.00 1.4600 .78792 tiga_3 50 1.00 5.00 1.9600 1.06828 tiga_4 50 1.00 4.00 1.9000 .97416 tiga_5 50 1.00 3.00 1.5200 .73512 tiga_6 50 1.00 5.00 1.7400 .94351 tiga_7 50 1.00 4.00 1.6800 .81916 tiga_8 50 1.00 5.00 1.9200 .94415 tiga_9 50 2.00 5.00 4.2800 .88156 tiga_10 50 1.00 5.00 1.9600 .92494 tiga_11 50 1.00 5.00 2.2800 1.16128 tiga_12 50 1.00 5.00 2.0400 .96806 tiga_13 49 1.00 5.00 2.3878 1.05705 tiga_14 50 1.00 5.00 2.1000 1.09265 Valid N (listwise) 49 Pernyataan Keempat Descriptive Statistics N Minimum Maximum Mean Std. Deviation khasiat_1 50 1.00 5.00 3.3200 1.03884 khasiat_2 50 1.00 5.00 3.5200 .90891 khasiat_3 50 1.00 5.00 3.3600 .77618 khasiat_4 50 1.00 5.00 3.9800 .99980 khasiat_5 50 2.00 5.00 4.4200 .83520 khasiat_6 50 1.00 5.00 3.7200 1.03095 khasiat_7 50 1.00 5.00 3.2800 .99057 khasiat_8 50 1.00 5.00 3.4800 .95276 khasiat_9 50 1.00 5.00 2.8800 1.25584 khasiat_10 50 2.00 5.00 3.8800 .98229 khasiat_11 50 1.00 4.00 2.2000 .98974 Valid N (listwise) 50
- 11. Pernyataan Kelima Descriptive Statistics N Minimum Maximum Mean Std. Deviation sensasi_1 50 1.00 5.00 4.4000 1.03016 sensasi_2 50 1.00 5.00 4.2600 .96489 sensasi_3 50 1.00 5.00 4.2200 .93219 sensasi_4 50 2.00 5.00 4.0200 .93656 sensasi_5 50 3.00 5.00 4.1600 .84177 sensasi_6 50 1.00 5.00 3.9600 1.17734 sensasi_7 50 2.00 5.00 4.1400 .98995 sensasi_8 50 1.00 5.00 2.4400 1.16339 sensasi_9 50 2.00 5.00 4.1600 .91160 sensasi_10 50 1.00 5.00 3.8000 1.14286 Valid N (listwise) 50 Pernyataan Keenam Descriptive Statistics N Minimum Maximum Mean Std. Deviation efek_1 49 1.00 3.00 1.6531 .77865 efek_2 49 1.00 5.00 2.0408 1.05986 efek_3 49 1.00 5.00 3.4490 .98025 efek_4 49 1.00 5.00 2.6939 1.08405 efek_5 49 1.00 4.00 2.7143 .97895 efek_6 48 1.00 4.00 2.1667 1.05857 efek_7 49 1.00 5.00 2.1633 1.12448 efek_8 49 1.00 5.00 1.6939 .89452 efek_9 49 1.00 4.00 1.8571 .95743 efek_10 49 1.00 4.00 1.8571 .81650 efek_11 49 1.00 4.00 2.0816 1.01728 efek_12 49 1.00 5.00 2.3469 .99060 efek_13 49 1.00 5.00 2.5918 1.03920 efek_14 49 1.00 5.00 2.2245 1.10426 Valid N (listwise) 48
- 12. 4.2 TES VALIDITAS Variable kesatu KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,711 Bartlett's Test of Sphericity Approx. Chi-Square 454,143 df 153 Sig. ,000 Variable kesatu (sebelum revisi) Pattern Matrix a Component 1 2 3 4 5 kopi_1 ,894 kopi_14 ,751 kopi_12 ,738 kopi_5 ,682 kopi_2 ,748 kopi_16 -,723 kopi_18 -,569 kopi_10 -,449 -,557 kopi_11 ,421 -,553 kopi_7 ,884 kopi_6 ,870 kopi_8 ,801 kopi_9 ,747 kopi_13 ,454 -,720 kopi_4 ,516 kopi_3 ,459 kopi_17 -,865 kopi_15 -,647 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 39 iterations.
- 13. Variable kesatu (setelah revisi) Pattern Matrix a Component 1 2 3 kopi_9 ,847 kopi_4 ,824 kopi_3 ,790 kopi_12 ,809 kopi_1 ,808 kopi_14 ,747 kopi_2 ,538 kopi_7 ,952 kopi_6 ,901 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 6 iterations. Variable kedua KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,722 Bartlett's Test of Sphericity Approx. Chi-Square 185,917 df 66 Sig. ,000
- 14. Variable kedua (sebelum revisi) Pattern Matrix a Component 1 2 3 4 jeruk_9 ,840 jeruk_10 ,787 jeruk_7 -,443 ,413 jeruk_3 ,864 jeruk_6 ,808 jeruk_1 -,622 jeruk_5 ,812 jeruk_2 ,641 jeruk_8 ,459 ,624 jeruk_11 ,739 jeruk_12 -,732 jeruk_4 ,409 -,411 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 30 iterations. Variable kedua (setelah revisi) Pattern Matrix a Component 1 2 3 jeruk_2 ,775 jeruk_11 -,645 jeruk_12 ,642 jeruk_5 ,529 jeruk_3 ,859 jeruk_6 ,793 jeruk_1 -,657 jeruk_10 ,920 jeruk_9 ,879 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 6 iterations.
- 15. Variable ketiga KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,754 Bartlett's Test of Sphericity Approx. Chi-Square 320,516 df 91 Sig. ,000 Variable ketiga(sebelum revisi) Pattern Matrix a Component 1 2 3 4 tiga_2 ,812 tiga_1 ,802 tiga_7 ,759 tiga_10 ,754 tiga_5 ,718 tiga_6 ,708 tiga_8 ,620 tiga_12 ,602 tiga_3 ,786 tiga_4 ,526 ,659 tiga_11 ,422 -,531 tiga_13 ,800 tiga_14 ,796 tiga_9 ,919 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 9 iterations.
- 16. Variable ketiga (setelah revisi) Variable keempat KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,778 Bartlett's Test of Sphericity Approx. Chi-Square 205,803 df 55 Sig. ,000 Pattern Matrix a Component 1 2 3 4 tiga_1 ,854 tiga_2 ,802 tiga_7 ,782 tiga_10 ,745 tiga_5 ,742 tiga_6 ,688 tiga_8 ,657 tiga_12 ,592 tiga_9 ,937 tiga_14 ,838 tiga_13 ,772 tiga_3 ,967 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 7 iterations.
- 17. Variable keempat (tanpa revisi) tidak terjadi cross loading Pattern Matrix a Component 1 2 3 khasiat_1 ,920 khasiat_2 ,897 khasiat_3 ,709 khasiat_4 ,505 khasiat_9 ,856 khasiat_10 ,655 khasiat_11 -,552 khasiat_5 ,885 khasiat_6 ,728 khasiat_7 ,485 khasiat_8 ,483 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 14 iterations. Variable kelima Variable kelima (sebelum revisi) Pattern Matrix a Component 1 2 3 sensasi_2 ,879 sensasi_3 ,839 sensasi_7 ,751 -,445 sensasi_1 ,717 sensasi_9 ,676 sensasi_4 ,909 sensasi_5 ,790 sensasi_10 ,622 sensasi_8 -,755 sensasi_6 -,741 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,824 Bartlett's Test of Sphericity Approx. Chi-Square 244,863 df 45 Sig. ,000
- 18. Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 9 iterations. Variable kelima (setelah revisi) Pattern Matrix a Component 1 2 3 sensasi_2 ,918 sensasi_3 ,880 sensasi_1 ,691 sensasi_9 ,652 sensasi_8 ,850 sensasi_6 ,708 sensasi_4 -,906 sensasi_5 -,822 sensasi_10 -,621 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 7 iterations. Variable keenam KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,755 Bartlett's Test of Sphericity Approx. Chi-Square 329,631 df 91 Sig. ,000
- 19. Variable keenam (sebelum revisi) Pattern Matrix a Component 1 2 3 4 efek_6 ,835 efek_7 ,765 efek_5 ,743 efek_2 ,550 efek_11 -,786 efek_3 ,733 efek_1 -,438 efek_12 ,852 efek_4 ,431 ,676 efek_13 ,592 efek_14 ,502 efek_9 ,861 efek_10 ,793 efek_8 ,670 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 10 iterations. Variablekeenam (setelah revisi) Pattern Matrix a Component 1 2 efek_14 ,803 efek_10 ,802 efek_13 ,789 efek_8 ,776 efek_9 ,722 efek_2 ,659 efek_3 ,965 Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 4 iterations.
- 20. 4.3 TES RELIABILITAS Variabel pertama Variabel kedua Reliability Statistics Cronbach'sAlph a N of Items .783 9 Variabel Ketiga Variabel Keempat Reliability Statistics Cronbach'sAlph a N of Items .849 12 Variabel Kelima Variabel Keenam Reliability Statistics Cronbach'sAlph a N of Items .531 9 Reliability Statistics Cronbach'sAlph a N of Items .774 11 Reliability Statistics Cronbach'sAlph a N of Items .780 9 Reliability Statistics Cronbach'sAlph a N of Items .727 7