THE ANALYSIS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND THE IMPACT TO CUSTOMER DECISION (CASE : AL - SYUKRO ISLAMIC ELEMENTARY SCHOOL, CIPUTAT)

Abdul Rahim 1110081100004

MANAGEMENT DEPARTEMENT INTERNATIONAL CLASS PROGRAM THE FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1434 AH/ 2016 AD

THE ANALYSIS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND ITS IMPACT TO CUSTOMER DECISION (AL-SYUKRO ISLAMIC ELEMENTARY SCHOOL, CIPUTAT)

Undergraduate Thesis Submitted to Faculty of Economics and Business In Partial Fulfillment of the Requirements For Acquiring Bachelor Degree of Economics By:

ABDUL RAHIM 1110081100004

Under Supervision of:

Supervisor 1

Supervisor 2

Prof. Dr. Azzam Jasin

Ade Suherlan, SE., MM, MBA NIP: 19800525 200912 1 001

MANAGEMENT DEPARTMENT INTERNATIONAL CLASS PROGRAM THE FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1437 H/2016 i

CERTIFICATION OF COMPREHENSIVE EXAM SHEET

Today is Tuesday, August 11th, 2015 has been conducted on the student comprehensive examination: 1. 2. 3. 4.

Name Student Number Department Thesis Title

: Abdul Rahim : 1110081100004 : Management : THE ANALYSIS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND ITS IMPACT TO CUSTOMER DECISION (AL-SYUKRO ISLAMIC ELEMENTARY SCHOOL, CIPUTAT)

After careful observation and attention to appearance and capabilities relevant for the comprehensive exam process, it was decide that above student passed and given opportunity to continue to thesis as one of requirements to obtain a Bachelor of Economics in The Faculty of Economics and Business Syarif Hidayatullah State Islamic University Jakarta. Jakarta, August 11th, 2015

1. Ali Rama SE., M.Ec ID: 2028068401

(___________________) Examiner I

2. Dr. Muniaty Aisyah, Ir., MM ID: 19780307 201101 2 003

(___________________) Examiner II

3. Ade Suherlan, SE., MM, MBA ID: 19800525 200912 1 001

(___________________) Expert Examiner ii

AUTHENTICITY SCIENTIFIC WORKS

Signature bellow: Name

: Abdul Rahim

Student ID

: 1110081100004

Faculty

: Economics and Business

Department

: Management

Hereby declare that in the writing of this thesis, I; 1. Do not use other people’s ideas without being able to develop and accountable. 2. Do not plagiarism of other people’s work manuscript. 3. Do not use other people’s work without mentioning the original source or without the owner’s permission. 4. Do not manipulate and falsify the data. 5. Own work and able to work responsible for this work If in the future there is a demand from the other side of my work, and have been accountably proved, was indeed found evidence that I have violated the above statement, then I am ready to be sanctioned according to rules applicable in the Faculty of Economics and Business Syarif Hidayatullah Jakarta. Thus, this statement is truly made with sincerity. Jakarta, October, 12th 2015

(Abdul Rahim)

iv

CURRICULUM VITAE Personal Identities Name

:

Abdul Rahim

Gender

:

Male

Place of Birth

:

Lhokseumawe

Date of Birth

:

October, 20th 1991

Address

:

Jl. Karya Jaya Gg. Karya XI No. 9 Titi Kuning, Medan

Phone/Mobile

:

081213046062

E-mail Address

:

[email protected]

Formal Education Level

Institution Name

Year

Kinder garden

TK Pupuk Iskandar Muda

1997-1998

Elementary School

SDN 060929

1998-2004

Junior High School

SMP Eria

2004-2007

Senior High School

SMA Al-azhar Medan

2007-2010

College

UIN Syarif Hidayatullah Jakarta

2010-2015

Year 2005-2007 2008-2009 2008-2009

Position Member Member Chief

20010-2015

Secretary

Organizational Activities Name OSIS SMP Eria OSIS SMA Al-azhar Paskibra SMA Al-azhar North Sumatera Students Community

Extra-Curricular Activities Activity Taekwondo Environment Watcher

Institution/ Organtization SMA Al-azhar Medan SMA Al-azhar Medan

Year 2008-2009 2008-2009

v

ABSTRACT

The aim of this research is to analyze the influence of service quality and promotion to purchase intention that impacts on customer decision at Al-syukro Islamic Elementary School. Judgmental/Purposive sampling method has been selected to obtain the data requires at this study. The research use 100 respondents and the respondents are parents of students in Alsyukro Islamic Elementary School. Path analysis used as analytical method in this research. The results of this research shows that service quality and promotion have significant influence simultaneously on purchase intention. Service quality has no significant influence partially on purchase decision and promotion has significant influence partially on purchase intention. The second structure equation showed that service quality, promotion and purchase intention have significant influence simultaneously on customer decision. Service quality has significant influence on customer decision but promotion and purchase intention have significant influence on customer decision.

Keyword: Service Quality, Promotion, Purchase Intention, Customer Decision.

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ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas service dan promosi terhadap niat beli dan dampaknya terhadap keputusan pelanggan di Sekolah SD Islam Alsyukro. Judgemental / Purposive Sampling telah dipilih untuk memperoleh data dalam penelitian ini. Penelitian ini menggunakan 100 responden dan keseluruhan responden adalah orang tua siswa dari Sekolah SD Islam Al-syukro. Metode yang digunakan adalah path analisis. Hasil penelitian menunjukan bahwa kualitas jasa dan promosi berpengaruh secara simultan terhadap niat beli. Kualitas jasa tidak berpengaruh secara partial terhadap niat beli dan promosi berpengaruh secara partial terhadap niat beli. Pada persamaan struktur kedua menunjukkan bahwa kualitas jasa, promosi dan niat beli berpengaruh secara simultan terhadap keputusan pelanggan. Kualitas jasa berpengaruh secara partial terhadap keputusan pelanggan, dan juga promosi dan niat beli berpengaruh secara partial terhadap keputusan pelanggan. Kata Kunci: Kualitas Jasa, Promosi, Niat Beli, Keputusan Pelanggan

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FOREWORD Assalamualaikum Wr. Wb Alhamdulillahhirobil alamin, I would say thanks to ALLAH SWT for all his gift and favor. Best regards also to prophet Muhammad SAW (peace be upon him) for being role model to me. So that I can complete this thesis to attain a Bachelor of Economy Degree in UIN Syarif Hidayatullah Jakarta. In the process of drafting and preparation of this thesis author realized this thesis is far from perfect, because the perfection only belong to ALLAH SWT, but with effort, hard work, prayers, and never ending support given by families, friends and faculty supervisor. I would like thanks to the people who have helped me in the preparation of this thesis : 1. Thank you so much to my lovely Father H.Abdul Rachman Tampubolon, S.E and my lovely Mother Hj. Siti Asnah that always give me endless support and prayers. Thank you so much for always beside me, thanks for remind me, helping me, caring me, advising me, and teach me how to be strong in here. Without your prayers and support, I was nothing in this world. Thanks for born me into this world, I will never disappointed you. Hey dad, now there are two economic bachelors degree in our family. Trust me, one day I will beat you, I will be more success than you dad, trust me !. Thanks for everything dad and mom, I do love you. 2. Prof. Dr. Dede Rosyada, MA as a Rector of State Islamic University Syarif Hidayatullah Jakarta. 3. Dr. Arief Mufraini, Lc., M.Si as a Dean of Faculty of Economics and Business of UIN Syarif Hidayatullah Jakarta. 4. Prof. Dr. Azzam Jasin, as a first supervisor, thanks you so much for your guidance, recommendation, advice, time, and knowledge during guiding to finish my thesis. 5. Ade Suherlan, MM., MBA as second supervisor, thank you so much for your guidance, recommendation, advice, time, and knowledge during guiding to finish my thesis. 6. Titi Dewi Warninda, SE., M.Si as Head of Management Studies Program and Ela Patriana, MM as Secretary of Management Studies Program. 7. Ahmad Rodoni, Prof.DR as my Academic Supervisor. 8. All the Lecturers and Employees of Faculty Economics and Business UIN Syarif Hidayatullah Jakarta to teach me all of subject about economy and business and help me to reach my degree. 9. My beloved sister and brother, Achmad Sofyan Tampubolon, Arlina Tampubolon, Amrizal Tampubolon and Arfandy Tampubolon. thanks always to be part of my life and always support me to complete this thesis. 10. To my uncle, Salim Tampubolon and family. Thanks you so much sir, forgive me to all of my mistakes to you, I learn many things from you sir. One day, I will be greater than you, more success than you, and I will help all of our family, like you did. Thanks so much sir. viii

11. My brother in this land of struggle, Henrizal Saidi Harahap and family. Thank a lot sir, without you I’m nothing in this land of struggle. I will never forget your kindness forever and let me pay it back. 12. Panti Asuhan Yayasan Amal Wanita (PAYAW) Ciputat. Thanks for everything that you give for me, trust me one day, I will be your permanent donator. 13. The troops of Panti Asuhan Yayasan Amal Wanita. Mr. Ikmal, Mr. Hengky, Mr. Amri, Mr. Budi, Mr.Rasyid Habibi, Mr. Boncel, Mr.Awal, Mr. Ucok Jambi and all the troops that never give up to face this world that I cannot explain here. Thanks you so much my bro. 14. Aldy, Ali, Adit, Aisya, Aufa, Andro, Annisa, Beler, Baonk, Erby, Futri, Ghilman, Irvan, Nonon, Monmon, Muzarman, Pampam, Rizma, Sayyid, Sutand, and Tama, as my classmate, thank you for priceless friendship. You people teach me how to live a life. Thank you to take me to be a part of all of you. Thank you so much for every time we take, every road we travelled, and everything we share, you guys are awesome, even at the last we split up, but at first we are one. I wish that one day we could simply together spending time in laugh, yelling to someone we don’t know, play futsal together, joking around, and travelling again. Our chances was a million to one. Success for all of you. 15. My friend in International Accounting 2010, I will never forget all the moment we have spent together. 16. Ali Akbar, thank you for helping me to complete this thesis, thanks for refference, time, and teach me. Success for you. One day I will take you to my home town, like you did to me. 17. Bank Mini members that I cannot mantion one by one, thanks for spent many afternoons, thank you for togetherness in talking, joking, singing and laughing that I will never forget in the rest of my life. Success for all of you guys. 18. Senior and Junior of International Program 2008, 2009, 2011, 2012 and 2013. Finally, the author expect for any critics and suggestion that could improve the content of this thesis, the author hopes to that the thought provoking contributions can give benefit to the reader, hopefully this thesis could be worthwhile for all of us. Amin Wassalamualaikum Wr. Wb

Jakarta, October, 12nd, 2015

Abdul Rahim viii

LIST OF CONTAINS COVER ACCEPTANCE LETTER ...................................................................................... i CERTIFICATION OF THESIS EXAM SHEET ................................................. ii CERTIFICATIONOF COMPREHENSIVE EXAM SHEET ............................. iii STATEMENT OF AUTHENTICITY SCIENTIFIC WORK ..............................iv CURICULUM VITAE ............................................................................................ v ABSTRAC ..............................................................................................................vi ABSTRAK ............................................................................................................ vii FOREWORD ...................................................................................................... viii CONTENT ..............................................................................................................x LIST OF TABLE ...............................................................................................xvii LIST OF FIGURE ............................................................................................ xviii

CHAPTER I INTRODUCTION A. Background .................................................................................. 1 B. Problem Formulation ...................................................................7 C. Purpose of Research ..................................................................... 8 D. Benefits of Research ....................................................................8

CHAPTER II LITERATURE REVIEW 1. Theoretical Basis 1. Service Quality ..................................................................... 7 a. Definition of Quality.................................................... 10 b. Definition of Service..................................................... 11 c. Definition Service of quality…………………………...12

xii

2. Promotion ........................................................................... 18 a. Definition of Promotion ............................................... 18 b. Types of Promotion Mix ............................................. 19 3. Purchase Intention .............................................................. 23 4. Customer Decision ............................................................. 24 a. Internal Factors ............................................................ 28 b. External Factor ............................................................ 31 c. Situational Factor ......................................................... 32 5. Previous Research .............................................................. 35 6. Conceptual Framework ....................................................... 40 7. Hypothesis .......................................................................... 40 CHAPTER III RESEARCH METHODOLOGY A. Scope of Research .................................................................... 44 B. Determine Sample Method ....................................................... 45 1. Population .......................................................................... 45 2. Sample Technique .............................................................. 45 C. Data of Collection Methods ...................................................... 46 1. Types of Data ..................................................................... 47 a. Primary Data ................................................................ 47 b. Secondary Data............................................................. 47 D. Data Analysis Method .............................................................. 48 1. Qualitative Analyzing ......................................................... 48 2. Quantitative Analyzing ....................................................... 48 3. Validity Test ....................................................................... 49 4. Reliability........................................................................... 49 5. The Coefficient of Correlation Test ................................... 50 6. The Coefficient of Determination ...................................... 51 7. Simultaneous Test .............................................................. 51 8. Partial Test ........................................................................ 52

xii

E. Research Operational Variable ................................................. 53 CHAPTER IV RESULT AND ANALYSIS A. General Overview Research Object .......................................... 55 1. History of Al- Syukro Islamic Elementary School .............. 55 2. Vision and Mission Al-syukro………………………...……57 3. Organizational Structure Al-syukro .................................... 58 4. Education System of Al-syukro .......................................... 59 B. Analysis and Discussion ........................................................... 63 1. General Description and Respondent Data ......................... 65 2. Validity Test ....................................................................... 67 3. Reliability Test ................................................................... 69 C. Descriptive Analysis ................................................................ 72 1. Service Quality ................................................................... 74 2. Promotion........................................................................... 77 3. Purchase Intention .............................................................. 81 4. Customer Decision ............................................................ .83 D. Analysis Result ........................................................................ 87 1. Path Analysis...................................................................... 87 a. Testing Relationship Between Sub Variable.................. 87 2. Hypothesis Test .................................................................. 89 a. Coefficient of Determination (R2) ................................ 90 3. Simultaneously Test ( F Test ) ........................................... 93 a. Simultaneously Test of Substructure I ........................... 95 b. Simultaneously Test of Substructure II ......................... 97 4. Partial Test ......................................................................... 98 a. Partial Test of Substructure I......................................... 98 b. Partial Test of Substructure II ..................................... 100 E. Path Analysis Diagram ........................................................... 103 F. Influence Calculation ........................................................... 113

xii

1. Influence Calculation Substructure I ................................. 104 2. Influence Calculation Substructure II................................ 104 3. Influence Calculation Substructure III…………………….105

CHAPTER V CONCLUSION AND SUGESTION A. Conclusions............................................................................ 107 B. Suggestion ............................................................................. 108 REFERENCES ................................................................................................... 111 ATTACHMENT ................................................................................................. 113

xii

LIST OF TABLE

Number

Description

Page

1.1

List of Primary School in South Tangerang ................................... 5

1.1

Total Acceptance of Al-syukro Islamic Elementary Student .......... 6

3.1

Likert Scale of Five Levels ..........................................................48

3.2

The Level of Coefficient Correlation ............................................51

3.3

Operational Variable ....................................................................55

4.1

Respondent Gender ......................................................................66

4.2

Respondent Age ...........................................................................66

4.3

Respondent Occupation ...............................................................67

4.4

Respondent Income per Month ....................................................68

4.5

Validity Test : Service Quality (X1) .............................................69

4.6

Validity Test : Promotion (X2).....................................................70

4.7

Validity Test : Purchase Intention (Y1) ........................................70

4.8

Validity Test : Customer decision (Y2) ........................................71

4.9

Reliability Test : Service Quality (X1) .........................................72

4.10

Reliability Test : Promotion (X1)…………………………… .......73

4.11

Reliability Test : Purchase Intention (Y1) ....................................73

4.12

Reliability Test : Customer Decision (Y2)....................................74

4.13

School environment is clean.........................................................75

4.14

Employees of Al-syukro always look clean and attractive ............75

4.15

Employees of Al-syukro always look clean and attractive ............76

4.16

Employee of Al-syukro resolve problems quickly when there is a problem .................................................................................77

4.17

Employee of Al-syukro willing to help your children when they had difficulty in education ....................................................77

4.18

Employee of Al-syukro politely in answering your question.........78

4.19

Employee of Al-syukro understand the customer needs that are needed by parents ............................................................79 xvii

4.20

Al-syukro marketing department frequently offer about School to people ..........................................................................80

4.21

Information of school that publish on media printing is clear 80

4.22

Tuition fee discount for smart student is good ..............................81

4.23

Bazaar and exhibition that held twice a year is enough .................82

4.24

Information that explain by public relation department is clear ........................................................................................82

4.25

School information on website is clear .........................................83

4.26

You will put your children into the school when they already reach 6 years old .............................................................84

4.27

A mother is more dominant to decide where their children school at. Including decide to put children into Al-syukro ............85

4.28

Every race (staff and students) in Al-syukro very kind and acceptable by school ..............................................................86

4.29

School location near enough with your home ...............................86

4.30

You know Al-syukro from your friends .......................................87

4.31

Al-syukro fulfill your needs of your children education................88

4.32

You still looking for other school although you already hear about Al syukro ....................................................................89

4.33

You find out information about Al-syukro from various sources ............................................................................89

4.34

You find out information about Al-syukro from various sources ............................................................................90

4.35

You still continue your children education until they graduate from elementary school ..........................................91

4.36

You will inform about Al-syukro to your friends..........................92

4.37

Correlation Coefficient Substructure I ..........................................93

4.38

Testing Relationship between Variable Substructure I ..................95

4.39

Correlation Coefficient Substructure II.........................................96 xvii

4.40

Testing Relationship between Variable Substructure II ................97

4.41

Coefficient Determination of Substructure I .................................98

4.42

Coefficient determination of Substructure II.................................99

4.43

Analysis of Variant (ANOVA) of Substructure I ........................ 100

4.44

Analysis of Variant (ANOVA) of Substructure II ....................... 102

4.45

Result Partial Test Substructure I ............................................... 103

4.46

The Influence of Service Quality and Promotion to Purchase Decision ......................................................................105

4.47

Result Partial Test Substructure II .............................................. 106

4.48

The Influence of Service Quality, Promotion and Purchase Intention to Customer Decision .................................................. 108

4.49

Direct and Indirect Influence of Service Quality (X 1) to Purchase Intention (Y1) .......................................................... 110

4.50

Direct and Indirect Influence of Promotion (X2) to Purchase Intention (Y1) .............................................................. 111

4.51

Direct and Indirect Influence of Service Quality (X 1) and Promotion (X2) to Customer Decision (Y2) ......................... 112

4.52

Direct and Indirect Influence of Purchase Intention (Y 1) to Customer Decision (Y2) ......................................................... 113

4.53

Direct and Indirect Influence of Service Quality (X 1) and Promotion (X2) to Customer Decision (Y2) ......................... 114

4.54

Direct and Indirect Influence of Purchase Intention (Y 1) To Customer Decision (Y2) ........................................................ 115

4.55

Direct and Indirect influence of Customer Satisfaction (Y1) to Customer Loyalty (Y2) ............................................................90

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LIST OF FIGURE Number

Description

Page

Figure 2.1

Promotion Mix .............................................................................19

Figure 2.2

Conceptual Framework ................................................................38

Figure 4.1

Path Analyzing…………………………………………………….109

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CHAPTER I INTRODUCTION A. Background

Education is important element for creating national character. According to Act No. 20 of 2003 about national education system in article 1 states that education is a conscious effort and planned to create an atmosphere of learning and the learning process so that learners actively developing the potential to have the spiritual power of religion, self-control, personality, intelligence, noble character, and skills required himself, society, develop all its potential learners through. Education is a human activity and efforts to improve personality with the personal potential, namely spiritual (thought intention, taste creativity and kindness conscience). Education also means agencies responsible for establishing objectives of education, content, systems and educational organizations. Education is one of the main agenda of national development planning. National development planning needs potential human resources in order to compete on international stages. Without education, good national development planning will be useless if the national character of citizen is bad. According to the Act of the Republic of Indonesia No. 20 (2003) Article 18, about national education that school is an institution education which organizes formal education consists of basic education, secondary education, and education high. School as one of the institution that can be used for 1

giving education and creating national character building for the next better future. As parents, good education that school given for their children is the important thing. Education like food that parents given to their children in order to ready for facing the world and achieving the better future. Good quality of school will influence parents to put their children inside it. Now days, many schools compete in order to accept as much as students. They race to serve the best quality to attract parents in order to choose them as school for their children. School also can be called companies that produce education (intangible) as their main product. As companies which focus on service product, school must be able to give the best quality and service to customers. Quality school itself has impact for students and parents, in this case students and parents are customer of school. Based on Tjiptono (2000:51) quality is a dynamic condition which is related with product, service, human, process and environment that fulfill or over expectation. Quality is a measurement to measure whether services and goods that has been served already received, enjoyed or consumed by people through process, environment and human who deliver the value of quality itself. Quality in a school has category, such as : location, promotion, award, achieving, track record, selection process, facilities or physical building, curriculum, teachers and staffs. Those are factors which influence whether good or not the quality of school, satisfy or not students who study at that 2

school and loyal or not the parents who give their children education at that school. Services quality focus on fulfill of needs and customers expectation, and also accuracy to deliver it to balance customers satisfaction, which is equability between expectations and perceptions (Sunyoto, 2012:45). Positive effect from good services will be increasing customer satisfaction and loyalty and then desire to repurchase or re-used a product that already consume and it is also increasing income from product sold. In order to stay compete, survive and grow up, company must give the best services and quality to customers, so that customers will get the best feeling, than they will be royal to the company. To announce the people that a company has product is using promotion. Promotion is part of elements marketing. Promotion as a tool to announce people that a company has the best product they have and in order to market the products. Promotion is activity that has purpose to influence customers to let know about product which is offered by company to customers, and then they be happy than buy or use the product. Base on Gitosudarmo in Sunyoto (2012:19). Tool of promotion can be applied with promotion mix. Base on Stanton in Sunyoto (2012:19), promotion mix is the combination of personal selling, advertising, sales promotion, publicity and public relation that helps and organization achieve its marketing objectives. School have services whether tangible and intangible as their asset to attract students. To announce about school service, than promotion needed. 3

After parents observe and find out about school through promotion media, so feel to choose or intention to put their children will raise up. Intention is described as a situation of a person before taking an action, which can be used as a basis for predicting the behavior or action.. In promotion, there is a communication that must be built by company to customers, especially to the loyal customers. Because by creating good communication, will give positive influence between both of side in order to creating trustworthy each other and without any doubtful at all. Company in doing promotion activity has to give real information or message and not to be lie to customers, because to get customer’s trust back is hard. Quality of school is definitely important in influencing development of students. But, parents as main things who decide which school are the best for their children. Some factors become references for parents to selecting school for their children. Such as security, facility, achievement ant track record school itself. Whether government and private school cannot be barometer to make parents select. For example sexual accidents which occur in Jakarta International School (JIS) kinder garden in South Jakarta which did by school staff itself. That accident make parents will think twice to put their children into that school Good service quality that served by school will be influence the character of parents in the next. Whether parents decide to put their children into the school or they will looking for to another school. It is depend of how far the

4

school provide and keep the best quality of school and how to promote the school for customers (parents). There are 535 schools (Elementary and Junior high, private and public) in South Tangerang, which compete each others to offer their best services and quality of their schools to parents. It is consist of 7 sub-districts. Table 1.1 List of Primary School in South Tangerang No 1 2 3 4 5 6 7

Sub-Districts Total Primary School Ciputat 64 East Ciputat 36 Pamulang 71 Pondok Aren 78 Serpong 47 North Serpong 30 Setu 15 Total 341 Source : dindik.tangerangselatankota.go.id

From data above, researcher willing to observe and research one of school in Ciputat. It is Islamic Elementary School Al-Syukro Universal, which locates in Jl. Otistaraya, Gg. Haji ma’ung no. 30 ciputat, south tangerang. Beginning with the intention of holding Qur’an discussion monthly, incurred to implement and develop a vision of Islamic education. In 1996 the intention is realized by establishing Quran Education Park (TPQ) and Playground (Playgroup - KB) for preschoolers, preschool children education is well developed, under the guidance of Mrs. Hj. Nibras O. Salim.

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Table 1.2 Total Acceptance of Al-syukro Islamic Elementary Student No 1 2 3 4 5 6

Years 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016

Total Elementary Students 75 48 95 125 142 132

Total of Classes 3 2 4 5 7 6

Source : Al-syukro data 2015 A year later Al-syukro establish Islamic Kindergarten (TK), Islamic elementary school (SD) and the Islamic Junior High School (SMP) on a land area of 2.8 .TK-SD and SMP Islam Al Syukro continues to evolve into islamic educational institution of choice for the people in around pamulang, pondok cabe, lebak bulus, sawangan and surrounding south tangerang areas. In any assessment conducted accreditation local education agency, Al-syukro Islamic school always get accreditation "A". With grows and raise up many schools in south tangerang (especially in ciputat), Al-syukro Universal has to work hard to keep their performance. It is important because he competition between school to gain their customers very tight. Each of them will raise various kinds of way to get customer. Like rise up their quality, vision, priority product, facility, teaching method and promotion. Table above also show that the acceptance of students in Alsyukro Islamic school is fluctuate, many factors cause this fluctuate, such as service quality of school, teachers, staff and others.

6

Based on explanation above, researcher interest for researching which titled “THE ANALISIYS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND THE IMPACT TO CUSTOMER

DECISION

(CASE

:

AL

-

SYUKRO

ISLAMIC

ELEMENTARY SCHOOL, CIPUTAT)“ B.

Problems Formulation Based on background above, so that the formulation of problems in this research are : 1. Does service quality have influence purchase intention partially? 2. Does promotion have influence purchase intention partially? 3. Do service quality and promotion have influence purchase intention simultaneously? 4. Does service quality have influence customer decision? 5. Does promotion have influence the customer decision partially? 6. Does purchase intention have influence customer decision partially? 7. Do service quality, promotion, and purchase intention influence customer decision simultaneously?

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C. Purpose of Research

Based on formulation problems above, so those purposes of this research are: 1. To analyze the influence of service quality on purchase intention partially. 2. To analyze the influence of promotion on purchase intention partially. 3. To analyze the influence of service quality and promotion on purchase intention simultaneously. 4. To analyze the influence of service quality on customer decision partially. 5. To analyze the influence of promotion on customer decision partially. 6. To analyze the influence of purchase intention on customer decision partially. 7. To analyze the influence of service quality, promotion, and purchase intention on customer decision simultaneously. D. Benefits of Research

Based on purpose research above, so that benefits of this research are : 1. Theoretical Benefits a. For Academics To enlarge knowledge for society and especially for references to students who doing next research. a. For Writer To enrichment knowledge of writer for implementation economic subject, specially marketing management in service.

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2. For Practitioners a. For Consumers As parents, through this research, researcher hopes that the parents can take this research as references and decision in selecting the best school for their children. b. For Al-syukro Islamic Elementary School As references for school to increasing service quality to keep the parents and the students satisfy and royal. And also can become school that participates in national building the better future of Indonesia through education.

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Chapter II REVIEW OF LITERATURE 1.

Service Quality Service quality has strong relation with ending customers decision, whether customer satisfy and loyal or not. Party who determine whether the quality good or not is customer, not company. Because customer is a party who buy, consume and feel the quality which companies provide. Service quality is critical to organizational success. Unlike products in which quality is often measured against standards. Service quality is measured against performance. Since services are frequently produced in the presence of a customer intensive, and are not to be stored or objectively examined, the definition of what constitutes good service quality can be difficult and in fact, continually changes in the faces of choices. 1.

Definition of Quality American Society for Quality Control explains that quality is general features and characteristics of products or services that influence to fulfill needs. Marketer can creating quality if products or services they sell already fulfill or over than customers expectation. While company which try to fulfill their customers’ needs can be called quality company. Quality has many relationships, whether with product or service. In service, quality has dominant part.

10

2.

Definition Service Service has complicate meaning, such as personal service (intangible) and service as a product (tangible). Service is any act or performance that one party can offer to another that is essentially intangible and does not result in ownership of anything (Kotler et al, 2009:390). Service also perishable that cannot be saved as inventory or supply that ready to sell for consume when needed.

From statements above, service can be assumed that as a product which cannot be tough but can be felt. Example, someone offering for massage. Customers can feel comfort, relax, enjoy, peace and happy after getting massage. But the question is can costumers feel the benefit of massage ?, can costumer touch, smell or see shape of benefits of massage are ? Do they satisfy after getting massage ? All those questions show that service is a product that can feel, enjoy, consume and used, but cannot be seen, touch or huge. Service has distinctive characteristics, base on Kotler et al (2009:392), they are : 1.

Intangibility Unlike physical product, services cannot be seen, tasted, felt, heard or smelled before they are bought.

2.

Inseparability Service are typically produced and consumed simultaneously. This is not true of physical goods, which are manufactured, 11

into inventory and distribute to resellers or even consumed later. 3.

Variability Because they depend on who provides them and when and where they are provided, services are highly variable.

4.

Perishability Services cannot be stored. Perish ability is not problem when Demand is steady, but it will be problems if demand has fluctuated.

3.

Definition of Service Quality The services quality of a firm is tested at each service encounter. If retail clerk are bored, cannot answer a simple question, or conversing each other while customer are waiting, so customer will think twice about doing business with that seller or company again. Services quality focus on fulfill of needs and customers expectation, and also accuracy to deliver it to balance customers satisfaction, which is equability between expectations and perceptions (Tjiptono, 2007:259). Customers expect the best service quality can they get from company. This expectation coming from many sources, such as pats experiences, word – of mouth and advertising (Kotler et al 2009:405). In general, customers compare the perceived service with the expected services, if the perceived services fall below the expected 12

services, customers are disappointed, if the perceived services meets or exceeds their expectations, they are apt to use the provider again. Base on Kotler et al (2009:405), there are five determinants of service quality in other importance, they are: 1.

Tangibles The appearance of physical facilities, equipment, personnel and communication materials. Such as comfortable of classroom, helpful facilities like books, white board and computer, parking park, sport field, mosque, clean toilet and staff appearance.

2.

Reliability The ability to perform the promised service dependability and accurately. It is focus on delivery service such as processing service delivery and ability in giving the best serving.

3.

Responsiveness The willingness or readiness of employees to help customers and provide prompt service. Such as responsiveness of teachers in solving parent’s problems and security staff.

4.

Assurance The knowledge and courtesy of employees and their ability to convey trust and confidence. It is like good attitude of teachers and staff, trustworthy between teachers and parents.

13

5.

Empathy The provision of caring, individualized attention to customers. It is focus good communication to parents, personal attention to student and understanding parents wants..

Five elements above used to measure the service quality to customers that can be called servqual model method. Servqual model method is technique to classify the characteristic of service marketing. Five determinants of service quality above must be kept tightly, if not the gaps between company and customers will raise up because misunderstanding between company’s want and customer’s want. Base on Kotler et al, (2009:405) there are five gaps that cause the service quality unsuccessful deliver to customer and customer become misunderstanding to company, they are: 1.

Gap between customer expectation and management perception. Management does not always correctly perceive what customers want. This happens when there is no good communication between management and customers. Management does not find out what is the real customers wants, management look customer’s want generally.

2.

Gap

between

management

perception

and

service

quality

specification

14

3.

Management might correctly perceive customer’s wants, but not see a performance standard. This happens when management does not commit with standardization of service that their serve.

4.

Gap between service quality specification and service delivery Personnel might be poor trained, or incapable or unwilling o meet the standard. His happens when staff makes sure the manager that they able doing their job correctly or staff capable doing their job correctly because they are in wrong position of job

5.

Gap between service delivery and external communication Customer’s

expectations

are

affected

made

by

company

representative and ads. This happens when external communication give more publication to public, but after customers buy or consume it, customers do not get any good service quality like publication or advertise said. External publication dominant in this part. 6.

Gap between perceived services and expected service This gap happens when customers misperceives the service quality. Customers compare the perceived service with the expected services, if the perceived service falls below the expected services, customers are disappointed, if the perceived services meet or exceeds their expectations, they are apt to use the provider again.

15

Base on Groonroos in Tjiptono (2004:261), there are six elements where the service quality can be judged good (in perception), they are : 1.

Professionals and Skills Customers assume that service provider, staff, operational system and physical sources, has knowledge and ability that required to solve their problems professionally. Means, the provider able to answer what customers what or need. They serve fast, detail, accurate and understand customers’ problems

2.

Attitudes and Behavior Customer feels that the worker/staff take a big attention to them and try to solve their problem spontaneous and friendly.

3.

Accessibility and Flexibility Customer feels that service provider, location, operational time, staff and operation system, arranged and operated detail; in order customers can access the services easily.

4.

Reliability and Trustworthiness Customers feel that whatever anything happens or already deal, they can count on service provider with the staff and the system in fulfill the agreement and do everything to claim that customers is number one.

5.

Recovery

16

Customers

realize

that

if

something

wrong

happens

and

unpredictable, so the service provider will take action to control and find right solution immediately. 6.

Reputation and Credibility Customers believe that every operation or action that company do, can belief and same without come cost

Sector in services has vital part in global economic. Even, in several countries almost 70% from total of citizen work in this sector. (Carlzon et al in Tjiptono 2004:258.). Product quality (goods or services) has big contribute to customers satisfaction, customer retention, word of mouth communication, re-purchase, customer loyalty, target market and profitability. 2.

Promotion a. Definition of Promotion Promotion is one of the elements from promotion mix that has purpose to announce, inform, persuade, offering and remind about the company’s product (Stanton in Sunyoto 2012:19). According to Peter and Donnelly, (2004:16) Promotion has defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. Promotion has tight relation with promotion mix. Promotion mix the basic tools used to accomplish an organization’s communication objective that combine advertising, sales promotion, public relation, direct

17

marketing, personal selling and internet marketing.

Those help

organization achieve its marketing objectives (Belch and Belch, 2004:16). b. Types of Promotion Mix In promotion, there is communication that has to be built to customers. Base on Belch and Belch, (2004:16) types of promotion divided into 6 elements, they are:

Figure 2.1 Promotion Mix Promotion Mix

Advertising

Sales Promotion

Public Relation

Direct Marketing

Personal Selling

Internet Marketing

Source : Peter and Donnelly, (2004:16)

1.

Advertising Advertising is a paid for type of impersonal mass communications in which the sponsor is clearly identified. Advertise try to inform the product using audio and visual. Advertise deliver the messages to customers about the product. Advertising needs media to promote, such as electronic media, print media and digital media

18

2.

Sales Promotion Sales promotion is the designed to supplement advertising and coordinates personal selling. Sales promotion stimulate customers to buy the product using such as coupon, buy 1 get one, free delivery service and others gift.

3.

Public Relation Public relation is more targeted than publicity. It is planning effort by an organization to influence the attitude and opinions of specific group. Public relation has to relate the company with others, minimal order to sharing the product each others. It also when sharing the information the product, the promotion happens. Public relation also cooperates with customer.

4.

Direct Marketing Direct marketing is presentation a product to prospective customer by a representative of the selling organization. Personal selling is direct form of interaction between marketer and customers. Here, marketer try to offer, info, engage and persuade customer to know, care, try than buy the product.

5.

Personal Selling Personal selling is face to face communication with potential buyer to inform them about and persuade them to buy an organizational product.

19

6.

Interactive/Internet Marketing Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in a real time.

There are many barriers that company face to promote their product. With many barriers, companies have to define the implementation strategy that base on condition in market. Etzel in Sunyoto (2012:24) explain factors that influence promotion because of market condition, they are: 1.

Market Characteristics This factors contain 3 element, they are : a. Geography Geography relate with where are of promotion that company will promote, such as national or international. The better way to promotion if the case is geography is by using TV or internet. b. Types of Customer There is some customer who unlike reading, so the better way o promote is using radio, TV or exhibition. c. Market Concentration Such as free market, it will be better if using promotion in form of advertise. Because consumer will be engaged to think rationally and see product directly than they able to compare the product with others. 20

2.

Product Characteristic In this case, a marketer have to detail observe what kind of promotion that will be taken. Marketers have to segment the product base on the customers. Such as computer product, so the target market is school, office and department institution. Base on product characteristics, there are 3 elements that influences on it, they are: a. Product Cost Unit Generally, product low costs will use low cost advertise, such as brochure or template. While product with high cost will use personal selling as the main promotion. Such as car or gadget. b. Customers level needs Goods that customer really needs to consume, use personal selling to promote. While goods that rather needs by customers will be better use advertise. c. Presale and Post sale Service Goods that require serve before and after sale, use personal selling.

3.

Recycle Life Product A product has stage of life. For introduction step, company has to promote product regularly, in order customers know, remember, try and than using the product. After introduction step, the next step is 21

growth. In this step, companies reduce the promotion little bit, because many customers already know product well. But the most important thing in this step is quality control

of

product.

Companies have to keep the quality always in the top. 4.

Budget Available Small company which has limit budget, prefer to choose personal selling as main promotion. While big company refers to use media station like TV or internet to promotion. As marketer, they way to deliver company’s product must be

define detail. Marketers have to know where the products have to promote, who is the target market and what kind of media that support the company’s aims. In promotion, company has to cooperate with other party which called media. Choosing among major media types already explain by Kotler et al (2009:569). 1.

Target audience media habits Radio and TV are the most effective media for reaching much customer

2.

Product Characteristics Media

types

have

different

potential

for

demonstration,

visualization, explanation, believability and color. Such as women’s dresses are best shown in color magazines while cars are best demonstrated on TV 22

3.

Messages Characteristics Timeless and information content will influence media choice. Messages announcing a major sale tomorrow will require radio, TV or newspaper. Messages containing a great deal of technical data might require specialized magazines or mailings.

4.

Cost TV is usually more expensive than radio. So company have to define what media they use base on their financial.

3. Purchase Intention Purchase intention is a behavior that raise up as a response to the object that showed to customer to do purchasing (Kotler,2002:15). Purchase intention is a habit from people after their have knowledge about the product or service and then raise a feeling of interesting to the product, and finally raise a intention to buy it. Intention also can be define as a sense of willingness, whether that selfwillingness or the a push or stimulus from something that seen or felt by customer. Intention usually appears because of customer curiosity or interest of a product. Purchase intention refers to a consumer tendency to purchase the brand routinely in the future and resist switching to other brands. Purchase intention as personal behavioral tendency to a particular product. Purchase intention as an individual’s conscious plan to make an effort to purchase a brand (Kumar

23

et al, 2009). Usually, customer will do two things when sense of purchase intention appear in their self, they are (Kumar et al, 2009) : a. I intend to buy this product frequently b. I plan to buy this product more often Consumer Decision Schiffman and Kanuk (2000, in Sangadji and Sopiah, 2013:121) said that decision as a choice an act from two alternatives or more. Setiadi (2003, in Sangadji and Sopiah, 2013:121) define that main point in decision taking is integrations process that combined knowledge to evaluate two alternatives act or more, and choosing one from both of them. The result from this integration is a choice which served cognitively as act desire. It can be assume that every act deliberate base on desire that created when consumers consciously choosing one of them as alternative act that available. Consumer decision is a process to solving problems that pointed to the target. In choosing decision, there are some types. Purchasing situation is various, if consumer looking for something that survive for long time, they will intense to find the information about it. But, if they want to find daily needs like food and drink, all they can do is to purchasing it continuously. Consumer decision take process that consists of five steps (Donnelly and Peter, 2004:48) they are :

24

1.

Need Recognition The starting point in the buying process is the recognition of an unsatisfied need by the customer. Any number of both internal and external stimuli may activate needs or wants and recognition of them. Internal stimuli are such things as feeling hungry and wanting some food, feeling a headache coming on and waiting some Excedrin. While external stimuli are such things as seeing a McDonald’s sign and then feeling hungry.

2.

Alternative Information Search Once a need recognize, the individual then searches for alternatives for satisfying the need. Customer will buy product base on other people recommendation. There are five basic sources from which the individual can collect information for particular purchase decision. a)

Internal Sources In most case the individual has had some previous experiences in dealing with a particular need. Thus, the individual will usually “search” through whatever stored information and experiences is in his or her mind for dealing with the need. If a previously acceptable product for satisfying the need is remembered.

b)

Group Sources

25

A common source of information for purchase decisions comes from communication with other people, such as family, friends, neighbors and acquaintances c)

Marketing Sources Its information includes such factors as advertising, sales people, dealers, packaging and displays. Generally, this is the primary sources of information about a particular product.

d) Public Sources This is include publicity such as newspaper article about the product and independent rating for product e) Experiential Sources This source refers to handling, examining and perhaps trying the product while shopping. 3.

Alternatives Evaluation During process of collecting information or, in some case, after information is acquired, the consumer evaluate alternative on the basis of what he or she has learned. Customer makes consideration about the product before buy it. One approach to describing evaluation process is as below. a)

The consumer has information about a number of brands ion a product class

26

b) The consumer perceives that at least some of the brands in a product class are variable alternatives for satisfying a recognized need. c)

Each of these brands has a set of attributes (color, quality, size)

d) A set of these attributes is relevant to consumer, and the consumer perceives that different brands vary in how much of each attribute the process. e)

The brand that is perceive as offering the greatest number of desired attributes in the desire amounts and desired order will be the brand the consumer will like best.

f)

The brand the consumer like best is the brand the consumer will intend to purchase.

4. Purchase Decision If no other factors intervene after the company has decided on the brand that is intended for purchase, the actual purchase is a common result of search and evaluation. Actually, a purchase involves many decisions, which include product type, brand model, dealer selection and method of payment. 5. Post Purchase Evaluation In general, if the individual finds that a certain response achieves a desired goal or satisfies by product, the success of this cue-response pattern will be remembered. The probability of responding in a like 27

manner to the same or similar situation in the future is increased. In other word, the response has higher probability of being repeated when the need and the cue appear together again. Consumers decision influenced by three factors (Kotler, 200, in Sangadji and Sopiah, 2013:41), they are internal factor, external factor and situational factors. These factor influence consumer to decide what decision they must be taken. 1.

Internal Factors Internal

factors

include

perception,

family

motivation,

participation, knowledge, attitude, learn, group age and life style.) Internal factor has important part on customers’ decision, especially if there any high relation and risk that impact of products or services. Customer frequently changes their mind to other people, especially to their friends or family, for asking their opinion about product. a) Perception Perception is individual process to getting, organizing, processing and adopting information they get. Individual perception about information depends on knowledge, experience and attention. b) Family Family is a group that consists of two or more people that have blood relation through marriage, adoption and living. 28

Family has big influence to customer decision in purchasing product. c) Motivation and Participation Sumarwan (2004, in Sangadji and Sopiah, 2013:43) assume that motivation arise because there are needs that felt by customers. Needs itself arise because customer feel uncomfortable between what suppose to feel with what really feel. Needs that feel itself push people to fulfill. d) Knowledge Generally, knowledge can be defined as information that kept in memory. Customer’s knowledge divides into three types, product knowledge, purchasing knowledge and usage knowledge. Product knowledge consist of realize of category and brand, product terminology, attributes and characteristic of product and trustworthy to the product and brand. Purchasing knowledge includes various information that customers have and there are relations with the product. Main thing in purchasing product is know where exactly product is will bought and when the purchasing will happen. While usage product is a memorize of information about how to use the product and what product use for.

29

e) Attitude Attitude of customers to the product or brand can be changed through persuasive communication and giving information effectively to the customers. Then, customers can purchase product or brand that available. f) Learning Learning happens when customers try to fulfill their needs. Some of product may disappoint customer, so they will try to purchase various types of product until they satisfy. In this step, learning process happen, customer will learn that is there something wrong with product that they choose until they feel disappoint. The most satisfy product, will be priority to choose in the next time. g) Age Group Age influence people in taking decision. Children taking decision easily fast and do not much thinking. Teenage when taking decision seems start to thinking and analyzing many things. Such as design mode, color, benefit etc. while decisions that parents take are more rational and much thinking, about price, longtime usage, benefits etc. h) Life Style Life style show how someone running their life, purchasing their money and spending their time. Life style in economic 30

perspective is how someone allocated their money and how their consumption role. Someone life style are influenced by social class, education, environment etc. 2. External factors a) Culture Culture is a variable that influence customer behavior that can be seen in way of life, habit and tradition in demand various types of goods and services which offered. Various types of cultures in a region also creating various customer behaviors too. b) Social Class Social class has point of view in grouping the same people in behavior base on their economic position in market. Social class define from many factors, they are job, individual achievement, interaction, belonging and value orientation. c) Group Membership Everybody will join in groups. The reason why they join to the groups are many, such as because same in hobbies, job, education, race, culture, religion, nation and etc. A group will influence their members, including on taking decision to purchase the product.

31

3.

Situational Factor Economic peoples situation have impact in selecting products or services. Because purchasing income that gained, have to be fit with the needs. The higher income they got, the higher consumption role the use. Customers decision that have relation with products and services are very influenced by capital income they got, or maybe that they have in the future. It this step, situational can be describe as situation that where customer have many economic resources in term of income, the higher their income, the easier they take decision to purchase something. Purchasing situation is various. If customers want to but house or long

term product, customer will do looking for information as much as possible. But, if customers want to buy daily needs like foods, so customer will purchasing continuously. Various types of purchase above, make customers do not take the same decision all the time. Donnelly and Peter, (2004:48) said about different types of purchasing that divide into three types. Extensive problem solving, limited problem solving and routines response behavior. 1.

Extensive Problem Solving Customers need more information to decide the criteria of product. Customer also needs more information about every product that will be purchased. Extensive problem solving usually implemented for long term product purchasing and luxury product, such as car, house, jewelry and etc. in this condition, customers will looking 32

for many information and also evaluate to some alternative product. Customer also evaluates the product after purchase and consume it. If they satisfy, they will announce to other people around them. Otherwise, they will do the same too. Satisfy or dissatisfy information that announced, will influence other people to purchase the product that people already consume. 2.

Limited Problem solving In this type of decision, customers already have some base criteria to evaluate products. But, customers do not have enough references about the brand. Customers only need some additional information to evaluate or differentiate various kind of product. Then, customer make the decision become simple because they do not have much time and limited resources. This type decision usually implemented in department store or super market. Customers do not have much time for shopping and limited resources like budget. So to evaluate and differentiate many products in the department store, management of the store available the brochure or demo advertises for each product. it will help customer who have limited time and resources for determine what product they will purchase.

3.

Routines Response Behavior Customers have many experiences with product that they purchase. Customer only needs a little information for purchasing the

33

product. It is because they already know the information about the product that they routinely purchase. To determine decision for purchasing something, customer needs some criteria evaluation to evaluate each product that will be purchased. Criteria evaluation is attribute from product and service that used to evaluate and to think from available alternative. Criteria evaluation can be many things, depend on product or service that will be evaluated. When want to buy house, customer will think over some attributes, such as location, wide location, house model, security, price, payment method and development. Customers also think over about psychological criteria. For example, when customer think over about location of house, customer not only think over about (distance) near or nor the location of house with their office or with public facilities. But also, customer think over about whether the location is highend (prestige), medium or small. Engel et al (2006, in in Sangadji and Sopiah, 2013:124) said there are three attributes that frequently used for evaluate the product, they are price, brand and origin. 1.

Price Price is an attribute that customers frequently use for evaluate the product that they want to purchase. The first thing customer evaluate about product is the price. If the price suitable with customer resources, they will purchase it.

34

2.

Brand Brand is a name that required by products. Brand is a representative and quality indicator from the product. Brand that already knows by customer for long time will be a image or symbol for product. Brand always be criteria for evaluate the product.

3.

Origin Indonesian customers known as consumptive society and prefer to like import product. They think export product better from everything than local product. Where the product come from also become criteria indicator for evaluate product.

6.

Previous Research This previous research on this topic has been contacted by : 1. Hammad Hassan, Maryam Saeed Hashmi and Zahoor Sarwar (2014) in their study entitled “Exploring the Impact of Retail Stores Service Quality on Consumers Purchase Intention: The Moderating Role of CSR". This quantitative field survey study examines the relationship

between

Service

quality,

Corporate

Social

Responsibility (CSR) and customer purchase intentions in context of multinational quick service restaurant (QSR) chains in Pakistan. The objectives of this study were to investigate the impact of Service Quality on Purchase Intention with moderating role of CSR. Based on convenience sampling due to lacking sampling frame, data was collected from 276 walk-in respondents at three major well known multinational fast food stores in Faisalabad and 35

Lahore in Pakistan. Results of this study showed firstly that Service quality has significant and direct impact on the purchase intention. Secondly, CSR moderates between Service Quality and Purchase intention in Quick Service Restaurant Industry in such a way to strengthen the relationship between them. This study can contribute a lot to the retail business community, through understanding the drivers of customer purchase intention and the role of CSR in impacting the purchase intention. 2. Shallu and Sangeeta Gupta (2013) in their study entitled “Impact of Promotional Activities on Consumer Buying Behavior: A Study of Cosmetic Industry”. Present study mainly aims at exploring the various factors that influences consumer buying behavior and purchase decision and to identify the various promotional activities used by the sellers in order to motivate the consumer buying behavior and purchase decision. This study consists of Indian cosmetic industry. It is one of the fastest growing industries in India. Cosmetics are mixtures of surfactants, oils and other ingredients. The cosmetics industry in the world is a multi-billion dollar industry. Being the study exploratory as well as descriptive in nature, findings have been made through snap survey analysis which consisted of 200 consumers in the market. The questionnaire designed for this purpose to know about the Impact of Promotional activities on Consumer buying behavior. Findings have also been 36

made theoretical analysis in order to provide in-depth analysis into the way different promotional factors influence consumers’ decision-making processes. It has been found that Promotional activities have positive effects on consumers, purchasing behavior or brand choice in cosmetic industry.

3. L. Richard Ye and Hao-hong Zhang (2014). In their research “sales promotion and purchasing intention: applying the technology acceptance model in consumer-to-consumer marketplaces”. This paper studies the impact of sales promotion on consumers’ intention to purchase online in the setting of a consumer-toconsumer (C2C) marketplace. The research is grounded in the theory of Technology Acceptance Model (TAM). We test a number of hypotheses empirically about the relationship between online sales promotion, TAM and C2C online purchasing intention. The finding of this study suggests that, by increasing consumers’ perception of ease of use and by decreasing consumer’s perceived risk, online sales promotion has a significant impact on their purchasing intention. 4. Junio Andreti, Nabila H Zhafira, Sheila S Akmal, Suresh Kumar (2013). in their study entitled “ The Analysis of Product, Price, Place, Promotion and Service Quality on Customers’ Buying Decision of Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia”. This research aim to analyze why 37

the number of convenience store keep increasing by identify the dominant factors which are product, price, place, promotion and service quality that affect customer buying decision of convenience store in Bekasi. This research also as an input to help smaller traders in having better performance in future market. This research involves 300 Bekasi populations to obtain the required data. Then the questionnaire result analyzed with SPPS statistics which are frequency, descriptive statistics, validity and reliability test, multi regression analysis, correlation analysis, F- Test and Analysis of Variance (ANOVA) in order to see the extend factors influential to customer buying decision. At the end, researcher proves that the most of customers comes to convenience store because of the price offered, kind of promotion, and also service quality provided. 5. Utkal Khandelwal, Naval Bajpai, Jai Prakash Sharma (2012). In their research “Purchase Intention of Indian Consumers on Online Travel Buying Decision: A Comparative Study on Metro and NonMetro City”. The purpose of this paper is to find out the components of purchase intention towards online travel buying decision through literature and then develop a simple and precise model of online purchase intention. Further, this paper measures the impact of online purchase intention on consumer attitude and comparative study of understanding the same in metro and non metro customers in India. Since, Metro and non-metro customers 38

are different in their consumer behavior in many ways. The conceptual framework of factors affecting brand equity is developed by examining the theoretical foundation for online purchase intention. Linear regression and z-test was used to measure the impact of these attributes on consumer attitude and difference in metro and non-metro customers respectively. Purchase Intention towards online travel buying decision found high in metro as compare to non-metro consumers. Regression result between consumer attitude and online purchase intention clearly explain that the higher level of online purchase intention provide higher level of positive consumer attitude among customers of both the metro and non-metro city. Marketers have to understand the various components of purchase intention towards online travel buying decision in order to enjoy the substantial competitive and economic advantages.

7.

Conceptual Framework Conceptual frameworks describe the influence between free variable to tight variable which is the influence of service quality to purchase intention and customer decision. In this research, relation model as exogenous variable is Service Quality (X1), Promotion (X2). While endogenous variable are Purchase Intention (Y1) and Customer Decision (Y2). From explanation, so the relationship can be seen as here below.

39

According to Sugiyono (2009:89) defines that the conceptual framework is a synthesis about relationship between variables which compiled from a variety of theories that have been described, next analyzed critically and systematically, so that creating the synthesis about the relationship between variable that studied. In this conceptual framework, there are two variables exogenous such as service quality and promotion. Two variables endogenous such as purchase intention and customer decision. The purpose of this research is to analyze the influence of service quality and promotion toward consumer satisfaction that impacts on customer decision at Al-syukro Islamic elementary school. Here for the picture of conceptual framework.

Figure 2.2 Conceptual Framework

ɛ2

Service Quality (X¹)

ɛ1 ρX1Y1 Purchase Intention (Y¹)

ρX1X2

ρY1Y2

Customer Decision (Y²)

ρX2Y1 Promotion (X²)

ρX2Y2

40

8. Hypotheses A hypothesis is an unproven statement o proposition about the factor of phenomenon that is of interest to researcher (Malhotra, 2004:49). It may be a tentative statement about relationship between two or more variables as stipulated by the theoretical framework or the analytical model. Base on research above, so I can be taken hypotheses below : According to Sugiyono (2009:93) hypothesis is a temporary answer to the research formulation problems. The author has generated seven hypotheses associated with the model. These hypotheses focus on the relationship among service quality, promotion, purchase intention, and customer decision. The seven hypotheses are as follows :

1. The Relationship Service Quality and Purchase Intention To analyze how service quality can affect purchase intention, we need five dimensions of service quality such as tangible, reliability, responsive, assurance, and empathy. H0 =Service quality doesn’t have influence on purchase intention H1 = Service quality has influence on purchase intention 2. The Relationship Promotion and Purchase Intention In promotion, there is communication that has to be built to customers. Base on Belch and Belch, (2004:16) types of promotion divided into 6 elements (2009:110) types of promotion divided into 6 41

elements, they are : advertising, sales promotion, public relation, direct marketing and personal selling. H0 = Promotion doesn’t have influence on purchase intention H2 = Promotion has influence purchase intention 3. The relationship Service Quality and Promotion Toward Purchase Intention H0 = Service quality and promotion don’t have influence on purchase intention H3 = Service quality and promotion have influence on purchase intention

4. The Relationship Service Quality and Customer Decision Service quality has strong relation with ending customers decision, whether customer satisfy and loyal or not. Party who determine whether the quality good or not is customer, not company. Customers determine the value of service quality in relation to available alternative and their particular needs (Peter and Donelly, 2009:176). Here are the hypotheses H0 = Service quality doesn’t have influence on customer decision H4 = Service quality has influence on customer decision 5. The Relationship Promotion and Customer Decision Schiffman and Kanuk (2000, in Sangadji and Sopiah, 2013:121) said that decision as a choice an act from two alternatives or more. Setiadi 42

(2003, in Sangadji and Sopiah, 2013:121) define that main point in decision taking is integrations process that combined knowledge to evaluate two alternatives act or more, and choosing one from both of them. How clear the information which containing in promotion have impact to customer decision. Here are the hypotheses H0 = Promotion doesn’t have influence on customer decision H5 = Promotion has influence on customer decision 6. The Relationship Purchase Intention and Customer Decision H0 = Purchase intention doesn’t have influence on customer decision H6 = Purchase intention has influence on customer decision 7. The Relationship Service Quality, Promotion, and Purchase Intention toward Customer Decision Service quality, promotion, purchase intention have relation each other to create customer decision to purchase the product. Here are the hypotheses. H0 = Service quality, promotion, and purchase intention don’t have influence on customer decision H7 = Service quality, promotion, and purchase intention don’t have influence on customer decision

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Chapter III

RESEARCH METHODOGY

1.

Scope of Research This study aims to test hypothesis about variable service quality, promotion, purchase intention, and customer decision of Al-syukro Universal Islamic Elementary School Ciputat. Scope of research for this study are as follows: 1.

The focus of the author in this study is the influence of variables service quality and promotion to customer satisfaction that impacts on customer decision.

2. Object of this research are parents of student in Al-syukro Universal Islamic Elementary School Ciputat, period February – August 2015 3. In this study consisted used two variables are exogenous variables and endogenous variable. Exogenous variable in this research is service quality with symbol (X1) and promotion with symbol (X2). Endogenous variable in this research is purchase intention with symbol (Y1) and customer decision with symbol (Y2).

44

2.

Determine of Sample Method A. Population Population is area generalization consists of objects and subjects that have certain quality and characteristic designed by author for learned and at the next pulled the conclusion (Sugiyono, 2009:115). While based on Malhotra (2004:314) population is the aggregate of all the elements that share common set of characteristic and that comprise the universe for the purpose of the marketing research problem. The populations in this research are parents of student in Al-syukro Islamic Elementary School Ciputat. B. Sample Technique Sugiyono (2009:116) sample is a part of total number and characteristic that owned by its population. According to Malhotra (2004:314) sample is a subgroup of the elements of the population selected for participation in the study. Element is the object about which or from which the information is desired (Malhotra, 2004:315). A sample is a subgroup of the population selected for participation in the study. While population is the aggregate of all the elements that share some common set characteristics and that comprise the universe for purpose of the marketing research problem (Malhotra, 2004:315). Population in this research is the parents of students in Al-syukro Islamic Elementary school Ciputat. Sampling technique that used in this research is using nonprobability 45

sampling that is judgmental sampling. Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher (Malhotra, 2004:325). The researcher takes 100 samples respondents, because according to Sugiyono (2010:74) guidelines to determining sample are as follows : a.

Sample size should be between 30-500 elements.

b.

If the sample is broken down further into sub-sample (Male/Female, Elementary/Junior/High School, etc.) must be a minimum number of sub until 30.

c.

In the multivariate research (multiple linear regressions) the sample size should be several times larger (10 times) than the number of variables to be analyzed.

d.

A simple experiment for research, with strict controls, sample size between 10-20 elements.

C. Data Collecting Method To obtain accurate data of this research, so researcher using types of data collecting, they are primary data and secondary data. 1. Primary Data Primary data are originated by a researcher for specific purpose of addressing the problem at hand (Malhotra,2009:102). It’s like interview and questionnaires. Questioner method is technique data collections that had been done with give a set of questions or written statement to the respondent to be answered (Sugiyono, 2009:199). Than data will be processed using SPSS 17 for windows. 46

This study used a likert scale that is consisting of five levels. Likert scale is widely used a rating scale that requires the respondents to indicate agreement and disagreement with each of a series statement about the stimulus objects. Typically, each scale item has five response categories, ranging from “strongly disagree” to “strongly agree” (Malhotra, 2004:258). Likert scale of five levels to express the attitude or the respondent’s answer are as below.

Table 3.1 Likert Scale of Five Levels No

Range

Weight

1

Strongly Agree (SA)

5

2

Agree (A)

4

3

Neutral (N)

3

4

Disagree (D)

2

5

Strongly Disagree (SD)

1

Sources : Malhotra, 2004:258

2. Secondary Data Secondary data are data that have already been collected for purpose other than the problem at hand. These data can be located quickly and inexpensively (Malhotra,2009:102). Secondary data can be collected by getting from books, journal, magazines or other literatures.

47

D. Data Analyzing Method Data analyzing method can be described into 2 main elements; they are qualitative analyzing and quantitative analyzing. 1. Qualitative Analyzing Qualitative analyzing is unstructured, exploratory in nature, based on small samples and may utilize popular qualitative techniques, such as focus group (group interview), word association (asking respondents to indicate their first responses to stimulus words), and depth interviews (one-on-one interview that probe the respondents thought in details) (Malhotra, 2009:39). 2. Quantitative Analyzing A analyze methodology that seeks to quantify the data and typically applies some form of statistical analysis (Malhotra, 2009:137). A. Path Analyzing According to Riduwan and Engkos (2008:2) path analysis model was used to analyze the patterns of relationships between variables with the aim to find out directly or indirectly influence the set of independent variables (exogenous) against the dependent variable (endogenous). There are some benefits using path analysis based on Riduwan and Engkos (2008:2) are as follows : a) Description of the phenomenon studied or researched the 48

problem. b) The prediction variable (Y) based on the value of the variable (X) and a prediction with path analysis is qualitative. c) Determination of the determinant factor variable (X) where the dominant influence of the related variables (Y), can be used to search for the mechanism (line) the influence of the free variable (X) against variables bound (Y). Use model theory test trimming good test reliability and test new concepts of development. Application of method of trimming is used to correct a structural path analysis model by way of removing the exogenous variables the coefficient of the coaster is not significant. B. Validity Test Test validity in determining the worth or absence of an item to be used, usually performed significance test of correlation coefficient at 0.30 limitations minimal correlation, meaning that an item is considered valid if the total score is greater than 0.30 (Priyatno, 2010:90). C. Reliability Test According to Sugiyono (2009:456) reliability is often defined as the consistency and stability of data findings. From a positivistic perspective, reliability typically is considered to be synonymous with consistency of data produced by observation 49

made by different researcher at different times. Reliability test used to measure that variable used really free of mistake, in order to create consistent result, although the test occur rapidly and frequently. Reliability in this research using SPPS 17.0. a variable can be claimed reliable if get Cronbach Alpha score (α) > 0.60 . 3.

The Coefficient of Correlation According to Sarwono (2007:22) correlation of coefficient is used to see how strong relationship and direction between one or more variable. Coefficient of correlation can be shown by the number of pearson correlation. Pearson correlation ranged from zero until one. If pearson correlation is close to the number one, it means the relationship is getting strong. Otherwise, if pearson correlation is close to zero then the relationship is getting weak. Table 3.2 The Level of Coefficient Correlation Internal Coefficient

Level of Relationship

0.0 - 0.25

Very Weak

>0.25 – 0.5

Weak

>0.5 – 0.75

Strong

>0.75 -1

Very Strong

Source : Sarwono, (2007:108)

50

4.

The Coefficient of Determination ( According determination (

to

Ghozali

(2006:202)

the

coefficient

of

essentially measure how far the ability of models

to explain variation in the dependent

variable. The value

determination of coefficient is between zero and one. The small means that the ability of independent variables in explaining variations in the dependent variable is very limited. Basic weaknesses use the coefficient of determination is based on the number of independent variables entered into the model. Each additional one independent variable, then R2would increase, no matter whether these variables affect the dependent variable is not. Therefore, in this research used is the R square that have been adapted or adjusted R2 as adjusted for the variables used in this research. Adjusted R2 value can rise or fail if an independent variable added into the model d.

Simultaneous Test (F test) According to Sarwono (2007:29) Ftest is used to see the influence exogenous variable to endogenous variable simultaneously. According to Sarwono (2007:30) the criteria for testing the significant level is 5% or 0.05. Step to examine the hypothesis with Ftest are as follow (Sarwono, 2007:17) : a.

Calculate Ftestby SPSS

b.

Calculate the Ftable with the criteria significant level is 0.05 51

c.

Determine the criteria of hypothesis test as follows : 1)

If Ftest> Ftable, H0 is rejected and H1 is accepted, it means exogenous variable has significant influence to endogenous variable simultaneously

2)

If FtestTtable , H0 is rejected and H1 is accepted, it means exogenous variable has significant influence 52

to endogenous variable partially. 2)

If Ttest 60 tahun

3. 41 – 50 tahun Pekerjaan

:

1. Pegawai Negeri

4. Guru

2. Pegawai Swasta

5.Lain-Lain(……)

3. Wiraswasta Pengeluaran per bulan :

1. < Rp 1.000.000 2. Rp 1.100.000 – Rp 3.000.000 3. Rp 3.100.000 – Rp 5.000.000 4. Rp 5.100.000 – Rp 7.000.000 5. > Rp 7.000.000 121

Petunjuk Pengisian Jawablah masing-masing pertanyaan di bawah ini sesuai dengan penilaian saudara/saudari mengenai “PENGARUH KUALITAS JASA DAN PROMOSI TERHADAP NIAT BELI YANG BERDAMPAK PADA KEPUTUSAN PELANGGAN (Studi Kasus pada SD Islam Al-Syukro, Ciputat)”.

Pilihlah salah satu jawaban dari kelima alternatif jawaban yang sesuai dengan memberikan tanda centang ( √ ) pada salah satu kolom jawaban yang tersedia. 1

2

3

4

5

STS

TS

RR

S

SS

Keterangan

: 1. Sangat Tidak Setuju 2. Tidak Setuju 3. Ragu-ragu

4. Setuju 5. Sangat Setuju

Kualitas Jasa (X1) No Pertanyaan 1. Lingkungan sekolah bersih 2. Karyawan Al-syukro selalu berpenampilan menarik dan bersih 3. Karyawan Al-syukro memberikan layanan yang tepat sesuai dengan waktu yang dijanjikan 4. Karyawan Al-syukro menyelesaikan masalah dengan cepat ketika terdapat masalah 5. Karyawan Al-syukro bersedia membantu anak anda ketika mereke sedang mengalami kesulitan dalam pendidikan di sekolah 6. Karyawan Al-syukro sopan dalam menjawab pertanyaan anda 7. Karyawan Al-syukro memahami kebutuhan yang dibutuhkan oleh orang tua

STS

TS

RR

122

S

SS

Promotion (X2) No Pertanyaan 1. Bagian pemasaran Al-syukro sering menawarkan tentang sekolah kepada masyarakat 2. Infromasi tentang sekolah yang tertera pada media cetak dan elektronik jelas 3. Diskon SPP bagi siswa berprestasi cukup baik 4. Bazar dan pameran yang dilakukan Al-syukro 2 kali setahun cukup menarik 5. Informasi yang di jelaskan oleh bagian humas cukup jelas 6 Informasi tentang sekolah di website cukup jelas

STS

TS

RR

S

SS

STS

TS

RR

S

SS

STS

TS

RR

S

SS

Niat Beli (Y1) No Pertanyaan 1. Anda berniat memilih Al-syukro sebagai sekolah bagi anak anda 2. Anda berencana memasukkan anak anda yang lainnya ke Al-syukro juga Keputusan Pelanggan (Y2) No Pertanyaan 1. Al-syukro memenuhi kebutuhan anda akan pendidikan bagi anak anda 2. Anda mengetahui Al-syukro berdasarkan dari media 3. Anda Anda mengetahui Al-syukro berdasarkan dari rekomendasi orang lain 4. Anda membandingkan Al-syukro dengan sekolah lain sebelum memasukkan anak anda ke dalam Alsyukro 5. Anda memasukkan anak anda ke sekolah karena anda yakin pada Al-syukro 6. Anda puas dengan pelayanan yang diberikan Alsyukro pada anak anda

123

Attachments I : Research Questioner RESEARCH QUESTIONER THE ANALISIYS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND THE IMPACT TO CUSTOMER DECISION (CASE : AL - SYUKRO ISLAMIC ELEMENTARY SCHOOL, CIPUTAT)

Regarding to finish the program of Bachelor Degree Faculty Economics and Business Syarif Hidayatullah State Islamic University Jakarta, who is writing this thesis as a requirement to get Bachelor Degree of Economic : Name : Abdul Rahim NIM

: 1110081100004

Major : Management Faculty: Economics and Business I will do research about “THE ANALISIYS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND THE IMPACT TO CUSTOMER DECISION (CASE : AL - SYUKRO ISLAMIC ELEMENTARY

SCHOOL,

CIPUTAT)”.

Therefore,

I

wish

Mr/Mrs/Brother/Sister are willing to fill out this questioner.

124

Screening Before

completing

the

questionnaire

please

the

willingness

of

Mr/Mrs/Brother/Sister to complete the checklist by marking a cross (√) in the appropriate boxes below : 1. Do your children school in Al-syukro Islamic elementary school ? Yes

No

If Yes, please proceed to the next statement. If Not, please stop answering and stop here. Thank you for participation. Respondent Identity

Name

: ……………………………

Gender

:

1. Male

2. Female

Age

:

1. < 30 years

4. 51 – 60 years

2. 31 – 40 years

5. > 60 years

3. 41 – 50 years Occupation

:

1. Civil Servants

4. Teachers

2. Private Employee

5. Others (………)

3. Entrepreneur Expenditure / Month:

1. < Rp 1.000.000 2. Rp 1.100.000 – Rp 3.000.000 3. Rp 3.100.000 – Rp 5.000.000 4. Rp 5.100.000 – Rp 7.000.000 5. > Rp 7.000.000

125

Filling Instructions Please answer every questions below according to the judgment Brother/Sister about “THE ANALISIYS INFLUENCE OF SERVICE QUALITY AND PROMOTION TO PURCHASE INTENTION AND THE IMPACT TO CUSTOMER DECISION (CASE : AL - SYUKRO ISLAMIC ELEMENTARY SCHOOL, CIPUTAT)”. Choose one of the answer from the five alternative answers by giving a check mark ( √ ) to the one of available column.

Details :

1

2

3

4

5

SD

D

N

A

SA

1. Strongly Disagree 2. Disagree 3. Neutral

4. Agree 5. Strongly Agree

Service Quality (X1) No Questions 1. School environment is clean Employee of Al-syukro always look clean and 2. attractive Employee of Al-syukro provide service in 3. accordance with time promised Employee of Al-syukro resolve problems quickly 4. when there is a problem Employee of Al-syukro willing to help your children 5. when they had difficulty in education Employee of Al-syukro polite in answering your 6. question Employee of Al-syukro understand the customer 7. needs that are needed by parents

SD

D

N

A

SA

SD

D

N

A

SA

Promotion (X2) No 1. 2.

Questions Al-syukro marketing department frequently offer about school to people Information of school that publish on media printing

126

No 3. 4. 5. 6

Questions and electricity is clear Tuition fee discount for smart student is enough Bazaar and exhibition that held twice a year is enough Information that explain by public relation department is clear School information on website is clear

SD

D

N

A

SA

SD

D

N

A

SA

SD

D

N

A

SA

Purchase Intention (Y1) No 1. 2.

Questions You intend to choose Al-syukro as school for your children You planning to put your other children into Alsyukro Customer Decision (Y2)

No Questions 1. Al-syukro fulfill your needs of your children education 2. You know about Al-syukro rely on media 3. You know about Al-syukro rely on other people recommendation 4. You compare Al-syukro with other school before put your children into Al-syukro 5. You put your children into Al-syukro because you trust to the school 6. You satisfy with Al-syukro’s services to your children

127

Attachments II : Result of Output SPSS 17 for Windows A. Distribution Answer of Respondents Resp/Per 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

P1

P2

P3

Service Quality P4

3 2 3 3 4 2 2 2 3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4

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

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

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

P5

P6

P7

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

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

5 4 4 4 4 4 3 3 5 4 4 3 4 4 4 4 3 4 3 3 5 4 4 5 4 4 5 4 4 3 4 4 4 4 128

35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73

4 4 4 4 4 4 5 4 4 4 4 3 5 4 5 4 4 4 5 4 4 4 4 4 4 4 4 4 5 4 4 3 4 3 3 4 3 3 3

3 4 4 3 3 3 3 5 4 4 4 5 3 4 5 4 5 5 5 5 4 3 4 3 3 4 3 4 5 4 5 5 4 4 4 4 4 3 3

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

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

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

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

4 4 4 2 3 4 4 3 4 4 4 4 3 4 5 5 4 3 5 5 4 4 4 5 5 5 3 4 5 5 4 3 3 2 3 3 4 2 2 129

74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

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

5 4 4 3 4 4 4 4 3 4 4 4 5 4 4 5 4 4 5 4 4 3 4 4 4 4 4

3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4

4 3 3 3 3 3 4 4 4 4 4 3 4 4 5 3 3 3 4 4 4 4 4 3 4 5 4

4 3 3 3 3 3 4 4 4 4 4 3 4 4 5 3 3 3 4 4 4 4 4 3 4 5 4

3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4

2 3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4

130

Resp No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37

P1 4 4 3 4 5 3 3 2 4 3 3 3 3 3 4 4 4 4 4 3 4 4 5 3 3 3 4 4 4 4 4 3 4 5 4 5 5

P2 3 3 4 3 4 3 4 4 3 3 2 3 4 3 3 2 3 4 3 4 4 4 5 4 4 4 4 4 4 4 4 5 4 5 5 5 5

Promotion P3 P4 3 4 3 4 4 4 4 4 4 4 3 4 4 3 4 4 4 3 4 5 3 3 4 4 3 2 3 3 3 4 2 3 4 3 4 5 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 5 4 5 4 5 4 5 4 4 4 5

P5 3 3 4 4 4 3 4 4 4 4 3 4 3 3 3 2 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

P6 4 4 3 4 5 3 3 2 4 3 3 3 3 3 4 4 4 4 4 3 4 4 5 3 3 3 4 4 4 4 4 3 4 5 4 5 5 131

38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76

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

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

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

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

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

3 3 4 5 5 4 4 3 4 2 3 5 4 4 4 4 3 3 4 4 4 4 4 4 4 3 4 5 3 3 2 4 3 3 3 3 3 4 4 132

77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

4 4 4 3 4 4 5 3 3 3 4 4 4 4 4 3 4 5 4 5 5 3 3 4

3 4 3 4 4 4 5 4 4 4 4 4 4 4 4 5 4 5 5 5 5 4 4 4

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

3 5 4 4 4 4 4 4 4 4 4 4 3 4 4 5 5 5 5 4 5 4 4 4

4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 2 2

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

133

Res NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36

Purchase Intention Q1 Q2

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

5 4 4 4 4 4 3 3 5 4 4 3 4 4 4 4 3 4 3 3 5 4 4 5 4 4 5 4 4 3 4 4 4 4 4 4 134

37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

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

4 2 3 4 4 3 4 4 4 4 3 4 5 5 4 3 5 5 4 4 4 5 5 5 3 4 5 5 4 3 3 2 3 3 4 2 2 2 3 135

76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4

2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4

136

Resp No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37

Q1

Q2

3 2 3 3 4 2 2 2 3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

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

Customer Decision Q3 Q4

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

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

Q5

Q6

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

3 2 3 3 4 2 2 2 3 2 3 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 137

38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76

4 4 4 5 4 4 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4 4 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4

3 3 3 3 5 4 4 4 4 3 4 5 4 5 4 3 4 4 3 4 3 3 4 4 3 4 5 4 4 4 5 4 4 3 4 4 4 4 3

4 4 4 4 4 4 4 4 4 3 3 5 3 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 3 4 4 4 3 4 4 5 3 4 4

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

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

4 4 4 5 4 4 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4 4 3 2 3 3 4 2 2 2 3 2 3 2 3 3 3 3 138

77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

4 4 4 4 4 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4 4 4 5

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

4 4 4 4 4 4 4 4 3 4 5 5 4 3 5 4 4 4 4 5 4 4 4 5

4 4 3 5 3 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4 4 4 5

5 5 3 3 4 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4 4 4 5

3 3 3 3 4 5 4 4 4 4 4 4 4 5 4 4 4 5 4 4 4 4 4 4

139

A.

Reliability Data (All Variable) Case Processing Summary N Cases

Valid

% 60

100.0

0

.0

60

100.0

a

Excluded Total

a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha

N of Items .788

7

Reliability Statistics Cronbach's Alpha

N of Items .793

6

Reliability Statistics

Cronbach's Alpha

N of Items .729

2

Reliability Statistics Cronbach's Alpha

N of Items .725

6

140

Service Quality Item-Total Statistics Cronbach's Scale Mean if Item Deleted

Scale Variance if Corrected Item- Squared Multiple Item Deleted

Total Correlation

Correlation

Alpha if Item Deleted

P1

22.8200

9.866

.389

.783

P2

22.6100

10.038

.382

.784

P3

22.8400

8.924

.609

.743

P4

22.5900

8.951

.555

.753

P5

22.7300

9.169

.520

.760

P6

22.5900

8.527

.619

.739

P7

22.7600

9.013

.522

.759

Promotion Item-Total Statistics Cronbach's Scale Mean if Item Deleted

Scale Variance if Corrected Item- Squared Multiple Item Deleted

Total Correlation

Correlation

Alpha if Item Deleted

P1

18.9300

5.783

.553

.

.759

P2

18.8200

5.664

.562

.

.757

P3

18.9200

6.216

.580

.

.756

P4

18.7400

6.255

.463

.

.779

P5

18.9400

6.118

.561

.

.758

P6

18.9500

5.664

.569

.

.755

Purchase Decision Item-Total Statistics Cronbach's Scale Mean if Item Deleted

Scale Variance if Corrected Item- Squared Multiple Item Deleted

Total Correlation

Correlation

Alpha if Item Deleted

P1

3.7300

.623

.573

.329

P2

3.9000

.657

.573

.329

141

Customer Decision Item-Total Statistics Cronbach's Scale Mean if Item Deleted

Scale Variance if Corrected Item- Squared Multiple Item Deleted

Total Correlation

Correlation

Alpha if Item Deleted

P1

18.8900

4.503

.661

.627

P2

18.9400

5.067

.424

.698

P3

18.8100

5.226

.453

.691

P4

18.7700

5.351

.324

.725

P5

18.8200

4.715

.517

.670

P6

19.1200

4.713

.412

.707

Correlations PurchaseIntentio ServiceQuality ServiceQuality

Pearson Correlation

Promotion .433**

.806**

.000

.000

100

100

100

**

1

.289**

1

Sig. (1-tailed) N Promotion

PurchaseIntention

Pearson Correlation

n

.433

Sig. (1-tailed)

.000

N

100

100

100

**

**

1

Pearson Correlation

.806

.002

.289

Sig. (1-tailed)

.000

.002

N

100

100

100

**. Correlation is significant at the 0.01 level (1-tailed).

142

Coefficient Determination of Substructure I b

Model Summary

Change Statistics

Std. Error Mod

R

el

R

1

.753

Adjusted

Square R Square a

.567

of the

R Square

F

Estimate

Change

Change

.558

1.45745

df1

.567 63.554

df2 2

Sig. F

Durbin-

Change

Watson

97

.000

2.151

a. Predictors: (Constant), Promotion, Service Quality b. Dependent Variable: Purchase Intention

Analysis of Variant (ANOVA) of Substructure I ANOVAb Model 1

Sum of Squares

df

Mean Square

Regression

269.996

2

134.998

Residual

206.044

97

2.124

Total

476.040

99

F

Sig.

63.554

.000a

a. Predictors: (Constant), Promotion, Service Quality b. Dependent Variable: Purchase Intention

Result Partial Test Substructure I Coefficientsa

Model 1

Unstandardized

Standardized

Coefficients

Coefficients

B (Constant) Service Quality

Std. Error

12.478

1.571

.241

.059

Beta

Correlations t

.382

Sig.

7.942

.000

4.096

.000

Zero-order Partial

.382

Part

.382

a. Dependent Variable: Purchase Intention

143

.382

Correlation Coefficient Substructure II

Correlations Service Quality Service Quality

Promotion

Pearson Correlation

Purchase Intention

Decision .475**

.000

.000

.000

100

100

100

100

**

1

.433

Sig. (1-tailed)

.000

N

100

**

.289

.491

**

.002

.000

100

100

100

.806**

.289**

1

.472*

Sig. (1-tailed)

.000

.002

N

100

100

100

100

.475**

.491**

.472*

1

Sig. (1-tailed)

.000

.000

.043

N

100

100

100

Pearson Correlation

Customer Decision

Intention .806**

1

Sig. (1-tailed)

Promotion

Customer

.433**

Pearson Correlation

N

Purchase

Pearson Correlation

.043

100

**. Correlation is significant at the 0.01 level (1-tailed). *. Correlation is significant at the 0.05 level (1-tailed).

Coefficient determination of Substructure II Model Summaryb Change Statistics

Std. Error Mod

R

el

R

1

.571

Adjusted

Square R Square a

.326

.305

of the Estimate 2.16280

R Square

F

Change Change .326 15.467

df1

df2 3

96

Sig. F

Durbin-

Change

Watson

.000

1.485

a. Predictors: (Constant), Purchase Intention, Service Quality, Promotion b. Dependent Variable: Customer Decision

144

Analysis of Variant (ANOVA) of Substructure II

b

ANOVA Model 1

Sum of Squares

df

Mean Square

F

Regression

217.050

3

72.350

Residual

449.060

96

4.678

Total

666.110

99

Sig. a

15.467

.000

a. Predictors: (Constant), Purchase Intention, Service Quality, Promotion b. Dependent Variable: Customer Decision

Result Partial Test Substructure II Coefficientsa Standardize Unstandardized

d

Coefficients

Coefficients

Correlations Zero-

Model 1

B (Constant) Service

Std. Error

9.097

1.994

.240

.069

.318

.084

Beta

t

Sig.

order

Partial

Part

4.562

.000

.322

3.487

.001

.475

.334

.291

.352

3.802

.000

.491

.360

.317

Quality Promotion

a. Dependent Variable: Customer Decision

145