THESIS "ANALYSIS EFFECT OF MARKETING MIX 7P ON REPURCHASE INTENTION THROUGH CUSTOMER'S SATISFACTION IN JCO DONUT SURABAYA"

Transcription

1 THESIS "ANALYSIS EFFECT OF MARKETING MIX 7P ON REPURCHASE INTENTION THROUGH CUSTOMER'S SATISFACTION IN JCO DONUT SURABAYA" Written to fulfill a part of academic requirements to obtain a Bachelor degree in Economics Strata One By: Name : TEOFILUS TIMOTIUS NPM : INTERNATIONAL BUSINESS MANAGEMENT ECONOMY FACULTY PELITA HARAPAN UNIVERSITY SURABAYA 2017 I

2 PELITA HARAPAN UNIVERSITY SURABAYA STATEMENT OF ORIGINALITY OF FINAL PAPER I am a scholar of International Business Management, Faculty of Economics, Pelita Harapan University Surabaya. Name NPM : Teofilus Timotius : Major : International Business Mangement Hereby declare that my final assignment under the heading "Analysis of Marketing Effect Mix7P on Repurchase Intention Through Customer's Satisfaction at JCO Donut Surabaya" is: 1) Created and resolved on its own, using the results of the lectures, field reviews and the books and reference journals contained in the reference to my final work. 2) It is not a duplication of a published paper or one that has been used to obtain a degree at another university, except in the parts of the information source listed in the appropriate way of reference. 3) Not a translation work from a collection of books or reference journals contained in references to my final work. If proven I do not meet what has been stated above, then this final work is canceled. Surabaya, 14 August 2017 Declared by, (Teofilus Timotius) ii

3 PELITA HARAPAN UNIVERSITY SURABAYA ECONOMY FACULTY AGREEMENT OF MENTORING GUIDANCE FOR THESIS PROPOSAL "ANALYSIS OF EFFECT OF MARKETING MIX 7P ON REPURCHASE INTENTION THROUGH CUSTOMER'S SATISFACTION IN JCO DONUT SURABAYA" By : Name : Teofilus Timotius NPM : Major : International Business Management Has been checked and recommended for final and comprehensive oral defense in order to obtain the degree of Bachelor of Economy at Economy Faculty, Pelita Harapan University Surabaya. Surabaya August 14, 2017 Agreed: Advisor Co-advisor Yanuar Dananjaya, B.SC, MM MBA) Hananiel Menoverdi Gunawan, BA, Head Department of Management, Dean Faculty of Economy, Amelia S.E, RFP-I, M.M Dr. Ronald S.T, M.M iii

4 PELITA HARAPAN UNIVERSITY SURABAYA ECONOMY FACULTY AGREEMENT OF PANELIST APPROVAL FOR FINAL PAPER On Monday, Sept 20th, 2017, this Thesis has been examined in a comprehensive oral presentation to fulfill one of the academic requirements to obtain the degree of Bachelor of Economy in Economic Faculty at Pelita Harapan University Surabaya: Name : Teofilus Timotius NPM : Major : Management The members of the Examination Committee involved in the comprehensive oral examination of this Final Paper titled: "ANALYSIS OF EFFECT OF MARKETING MIX 7P ON REPURCHASE INTENTION THROUGH CUSTOMER'S SATISFACTION IN JCO DONUT SURABAYA" panelist team consisting of: Committee Examiner: 1. Amelia, S.E., MM Status as Head of the Committee 2. William Santoso, S.E., M. Ak. Member of the committee 3. Yanuar Dananjaya B. SC,MM. Main Supervisor iv Signature

5 PREFACE First of all, the author would like to express his gratitude to God Almighty who continue to provide wisdom and extraordinary health in completing the final task of academic requirements to pursue a degree of study that is Strata One Bachelor of Economics at Pelita Harapan University Surabaya. The author believes that the disclosure, presentation, or use of words and language in this study is still very far from perfect. Therefore with all humility of the day the authors expect suggestions, criticism and all forms of direction from all parties to improve research this final task. On this occasion the author also want to give a big thank you to those who have helped and support the completion of this research to the end. This special thanks goes to: 1. Amelia S.E., RFP-I., M.M., as the chairman of Management Department of Pelita Harapan University Surabaya and the main examiner board who has supported the author in completing the study at Universitas Pelita Harapan Surabaya. 2. Mr William Santoso, S.E., M. Ak. as the member of examiner board who has supported the author in completing the study at Universitas Pelita Harapan Surabaya. 3. Mr Yanuar Dananjaya, B.SC, MM, as the main supervisor who has devoted so much attention, energy, and give encouragement to the author from the beginning until this research can be completed. 4. Mr Hananiel Menoverdi Gunawan, B.A., M.B.A. As a co-advisor who have helped and provide suggestions so that the author can complete this research. 5. All lecturers of the Undergraduate Program of Strata One Program of Management of Pelita Harapan University Surabaya, who have given knowledge through the activity of learning process based on analytic thinking so that it is expected to be useful for the writer after graduation. 6. The administrative staff of the Pre-Graduate Program of Strata One Management Department of Pelita Harapan university Surabaya, which has helped and facilitate the author in completing the study at Pelita Harapan University Surabaya. 7. Both parents writers, younger sisters, and big family Tjia Sie Ting who has helped and pray for the smoothness of the author in completing tasks, especially research of this thesis, and support for the author so that the author is able to realize every hope and aspiration, and Can be a much better person in the future after graduating from Pelita Harapan University Surabaya. 8. Friends of in arms who have been struggling together in completing the study at Pelita Harapan University Surabaya which has been mutually supportive and wishing v

6 to graduate together with full of pride and bring the good name of Pelita Harapan University Surabaya. 9. Other parties who can not be called one by one who has helped the author in the preparation of this study. Only prayer can the writer pray that God Almighty will reward all kindness and support from Father, Mother, Brother, and friends all at once. Hopefully this research can be useful especially for the authors himself, as well as parties concerned with the same topic. All the criticism and suggestions for this research will certainly be very useful for further refinement Surabaya, 14 August 2017 Teofilus Timotius vi

7 Table of contents TITLE.. STATEMENT OF ORIGINALITY OF FINAL PAPER... AGREEMENT OF MENTORING GUIDANCE FOR THESIS PROPOSAL. THESIS EXAMINATION COMMITTEE ABSTRACT. PREFACE.,, TABLE OF CONTENTS... FIGURES TABLE LISTS APPENDIX LISTS. 1.1 INTRODUCTION RESEARH LIMITATIONS RESEARCH PROBLEMS RESEARCH OBJECTIVES RESEARCH CONTRIBUTIONS THEORETICAL ADVANTAGE EMPIRICAL ADVANTAGES RESEARCH OUTLINES. 23 CHAPTER II REVIEW OF RELATED LITERATURE THEORETICAL BASIS Repurchase Intention Customer Satisfaction Product Price Place Promotion People Process i ii iii iv v vi vii xii xiii xvi 24 VII

8 2.1.9 Physical Evidence Development of Hypothesis Product Relationships with Customer Satisfaction The effect of Price on Customer Satisfaction The effect of Place on Customer Satisfaction The effect of Promotion on Customer Satisfaction The effect of People with Customer Satisfaction The effect of Process with Customer Satisfaction The effect of Physical Evidence with Customer Satisfaction The effect of Customer Satisfaction with Repurchase Intention Research Model Operational Framework Hypothesis Chapter III Method Research Research Design Research Variables Operational Definitions Variable to be Tested Levels of Measurement and Scaling Techniques Method of Data Collection Source of Data Sample and Sampling Plan Research Instruments Method of Data Analysis Validity Test Reliability Test Classical Assumption Test Normality Test Heteroscedasticity test Linearity Test Multicollinearity Test Multiple Linear Regression Analysis Coefficient of Correlation (r) Coefficient of Determination (R2/Adj. R2) 55 VIII

9 3.4.7 Hypothesis Testing F-test t-test.. Chapter IV DATA ANALYSIS AND DISCUSSION 4.1 Overview of "JCO Surabaya" Company Profile Respondent s Characteristics General Description of Respondents by Age General Description of Respondents Based on the level of knowledge about JCO 59 Donut s social media Data Analysis Descriptive Statistics Descriptive Analysis of Variables Test Validity Reliability Test Classic Assumption Test Normality Heteroscedasticity Multicollinearity Linearity Statistical Analysis Method Regression Analysis Correlation Coefficient Analysis for relations between CS*RI Coefficient of Determination Analysis (R2) Hypothesis Test Results Simultaneous Significance Test (F-Test) Partial Significance Test (t-test) 100 CHAPTER V CONCLUSION Conclusion Conclusion Above Hypothesis Influence of Product to Customer Satisfaction Price Influence on Customer Satisfaction H2: Price has 119 significant influence on Customer Satisfaction Distribution Effect on Customer Satisfaction H3: Distribution has significant influence on Customer Satisfaction Effect of Promotion on Customer Satisfaction H4: Promotion has significant influence on Customer Satisfaction IX

10 Effect of People on Customer Satisfaction H5: People have a significant effect on Customer Satisfaction Effect of Process on Customer Satisfaction H6: Process significant effect on Customer Satisfaction Effect of Physical Evidence on Customer Satisfaction H7: Physical Evidence significantly influence Customer Satisfaction Influence of Customer Satisfaction on Repurchase Intention H7: Customer Satisfaction has significant effect to Repurchase Intention Conclusion of Research Problem Implications Theoretical implications Managerial implications Recommendations REFERENCES 132 ATTACHMENT A A-1 ATTACHMENT B B-1 ATTACHMENT C C-1 X

11 FIGURES Figure 1.3 The growth of coffee consumption in Indonesia in Gambar 1.1: J.C.O Donuts Picture 1.2: J.Coffee picture1.3:j.club Picture 1.4:J.pops Baby Donuts picture1.5:j.cool 12 Picture 1.6:J.Cronut Picture 1.7: JCO Donut Flavors. 14 Picture 1.8 JCO price example Picture 1.9 Organization chart 19 Figure 4.2 Pie Chart of Respondents by Age. 59 Figure 4.3 Pie Chart of Respondents Who Know Social Media 60 Figure 4.5 P-Plot Test Normality P, PRI, DIS, PROM, PEO, PROS, PE * CS. 90 Figure 4.6 P-Plot Test Normality CS * RI 91 Figure 4.8 Scatterplot Heteroscedasticity Test P, PRI, DIS, PROM, PEO, PROS, PE * CS 92 TABEL ISTS Table 1.1 Development Data of Franchise Business in Indonesia in the Year Food and Beverage Industry National Statistical Data... 3 Table 1.2 Industry Growth Café Years Table 1.3 Data Number of Outlets Coffee Shop. 7 Table 1.5 Growth of J.Co Donuts and Coffee outlets Year Table 3 Operational Definition 46 Table 4 The value of r. 54 Table 5 Interpretation of r-value.. 55 Table 4.2 Data Description of Respondents by Age 58 Table 4.4 Descriptive Statistics Table 4.5 Description of Mean Rating Index Table 4.6 Mean (Mean) Each Variable Tabel P Table P2 65 Table P3. 66 xi

12 Table P Table P Table P Table PRI Table PRI Table PRI Table DIS Table DIS Table DIS Table PROM Table PROM Table PROM Table PEO Table PEO xii

13 Table PEO Table PEO Table PEO Table PROS Table PROS Table PROS Table PE Table PE Table PE Table CS Table CS Table CS Table RI Table RI Table RI Table RI Table 4.16 Validity Test Results Product Variables 86 Table 4:17 Validity Test Results Variable Price 86 Table 4.18 Validity Test Results Variable Place 86 Table 4:19 Results Test Validity Promotion Variables 86 Table 4.20 Validity Test Results Variable People 87 Table 4:21 Validity Test Results Process Variables 87 Table 4.22 Validity Test Results Variable Physical Evidence 87 Table 4.23 Validity Test Results Variable Customer Satisfaction 87 Table 4.24 Validity Test Results of Repurchase Intention Variable 88 Table 4:25 Reliability Test Results 89 Table 4.26 One-Sample Kolmogorov-Smirnov Test Kolmogorov-Smirnov 1 (P, PRI, Dis, Prom, PEO, Pros, PE, *CS) 89 Table 4.27 CS*RI 90 Table 4.28 Heteroscedasticity 92 Table 4.29 Multicollinearity 94 Table 4.30 Tolerance and VIF values 94 Table 4.31 Linearity 94 xii i

14 Table 4.32 Multiple Regression Test Results 95 Table 4.33 Simple Regression Test Results 97 Table 4.34 Results Correlation Coefficient Analysis (P, PRI, DIS, PROM, PEO, PROS, PE *CS) 98 Table 4.35 Results Correlation Coefficient Analysis (CS*RI). 98 Table 4.36 Results Determination Coefficient Analysis (R2) Table 4.38 F-Test Results Table 4.39 T-Test Results. 101 Table 4:40 Indicators that most affect the Product Table 4.41 Indicators that most influence Price Table 4:42 Indicators that most affect Distribution Table 4.43 Indicators that most influence Promotion Table 4.44 Indicators that most affect People Table 4:45 Indicators that most affect Process Table 4.46 Indicators that most influence Physical Evidence Table 4.47 Indicators that most affect Customer Satisfaction Table 4.48 Indicators that most affect Repurchase Intention Table 5.1 Theoretical implications 123 Table 5.1 Managerial implications. 128 xiv

15 APPENDIX LISTS ATTACHMENT A ATTACHMENT B ATTACHMENT C : QUESTIONAIRE : TABULASI DATA KUESIONER : SPSS RESULTS xv