Lampiran 1.

Kuesioner Responden

Kuesioner Analisis Pengaruh Ekuitas Merek (Brand Equity) terhadap Kepuasan
dan Loyalitas Konsumen Nexian pada Mahasiswa
Universitas Negeri Medan

Saya Adelina Lubis adalah mahasiswa Pascasarjana Magister Ilmu Manajemen
Universitas Sumatera Utara, sedang melaksanakan penelitian dalam rangka
pengerjaan Tesis saya dengan judul : Analisis Pengaruh Ekuitas Merek (Brand
Equity) Terhadap Kepuasan Konsumen Nexian Pada Mahasiswa Universitas
Negeri Medan, Bersama ini saya mohon kesediaan saudara/i untuk mengisi daftar
kuesioner. Informasi yang saudara/i berikan hanya semata-mata untuk data penelitian
dalam rangka penyusunan Tesis. Untuk itu isilah angket ini dengan jawaban yang
sebenar-benarnya. Atas kesediaan dan kerjasama saudara/i, saya ucapkan terima
kasih.

Isilah data pribadi berikut secara lengkap, berilah tanda cheklist (#) pada kotak kecil
yang tersedia pada pilihan jawaban yang sesuai kriteria.
I. Identitas Responden
1. Nama :
2. NIM :
3. Lama Pemakaian Telepon Nexian : <1 Tahun > 1-5 Tahun
4. Jenis Kelamin : Pria Wanita
5. Usia :
II. Petunjuk Pengisian Kuesioner :
Berilah tanda silang (X) pada salah satu opsi yang tersedia untuk masing-
masing pertanyaan yang ada.
Jelaskan pada bagian titik-titik mengenai apa yang saudara/i rasakan terhadap
kondisi untuk masing-masing pertanyaan yang ada.

79

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A. Kesadaran Merek (brand awareness)
1. Nexian merupakan alternatif pilihan utama ketika hendak membeli produk
telepon seluler.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
2. Produk telepon seluler Nexian dapat diingat dengan baik.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
3. Iklan Nexian mengingatkan saudara/i terhadap produk telepon seluler Nexian.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
B. Kesan Kualitas Merek (brand perceived quality)

1. Album musik yang ada diproduk telepon seluler Nexian berkualitas.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................

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2. Akses internet produk telepon seluler Nexian berkualitas.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................

3. Muatan dua kartu telepon seluler Nexian bermanfaat.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................

4. Audio (suara) telepon seluler Nexian berkualitas.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................

C. Asosiasi Merek (brand association)
1. Berkomunikasi chatting yang dilakukan melalui fitur Nexian messenger mudah.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................



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Universitas Sumatera Utara


2. Pilihan jenis yang ditawarkan produk telepon seluler Nexian beragam.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
3. Desain produk telepon seluler Nexian menarik dibandingkan telepon seluer merek
lain.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
4. Saudara/i bangga menggunakan telepon seluler Nexian .
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
5. Saudara/i, nyaman menggunakan telepon seluler Nexian .
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................





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D. Kepuasan Konsumen
1. Saudara/i, puas menggunakan telepon seluler Nexian.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
2. Kemudahan fitur-fitur yang diberikan oleh produk telepon seluler Nexian sesuai
dengan yang diharapkan.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................
3. Keseluruhan produk yang diberikan oleh telepon seluler Nexian berkualitas.
1. Sangat setuju 2. Setuju 3. Kurang setuju
4. Tidak setuju 5. Sangat tidak setuju
Berikan alasan :...................................................................................................
..............................................................................................................................
..............................................................................................................................



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Lampiran 2. Uji Validitas dan Reliabilitas

Uji Validitas Variabel Kesadaran Merek (X1)

Item-Total Statistics


Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Pertanyaan 1
8,0333 1,757 ,619 ,386 ,565
Pertanyaan 2
7,6667 2,437 ,616 ,380 ,526
Pertanyaan 3
7,5000 3,638 ,491 ,242 ,725
Sumber : Hasil Penelitian 2011 (Data diolah)


Uji Validitas Variabel Kesan Kualitas Merek (X2)

Item-Total Statistics


Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Pertanyaan 4
11,7000 3,872 ,583 ,341 ,703
Pertanyaan 5
11,5000 3,707 ,703 ,507 ,639
Pertanyaan 6
11,9000 4,576 ,432 ,241 ,775
Pertanyaan 7
11,7000 3,666 ,568 ,418 ,714
Sumber : Hasil Penelitian 2011 (Data diolah)



Uji Validitas Variabel Asosiasi Merek (X3)

Item-Total Statistics


Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Pertanyaan 8
14,7333 7,444 ,401 ,196 ,759
Pertanyaan 9
14,9667 7,068 ,435 ,554 ,750
Pertanyaan 10
15,0000 6,000 ,667 ,654 ,666
Pertanyaan 11
15,0333 6,171 ,611 ,598 ,687
Pertanyaan 12
15,2000 6,510 ,538 ,538 ,715
Sumber : Hasil Penelitian 2011 (Data diolah)

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Uji Validitas Variabel Kepuasan Konsumen (Y1)

Item-Total Statistics


Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Pertanyaan 13
7,4333 2,323 ,862 ,744 ,772
Pertanyaan 14
7,4000 2,800 ,791 ,661 ,829
Pertanyaan 15
7,1667 3,523 ,734 ,563 ,893
Sumber : Hasil Penelitian 2011 (Data diolah)


Uji Reliabilitas Variabel Kesadaran Merek (X1)

Reliability Statistics

Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
,716 ,740 3
Sumber : Hasil Penelitian 2011 (Data diolah)


Uji Reliabilitas Variabel Kesan Kualitas Merek (X2)

Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
,767 ,767 4
Sumber : Hasil Penelitian 2011 (Data diolah)


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Uji Reliabilitas Variabel Asosiasi Merek (X3)

Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
,761 ,758 5
Sumber : Hasil Penelitian 2011 (Data diolah)


Uji Reliabilitas Variabel Kepuasan Konsumen (Y1)

Reliability Statistics

Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
,887 ,892 3
Sumber : Hasil Penelitian 2011 (Data diolah)


Distribusi Jawaban Responden

Pertanyaan 1

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
20 21,7 21,7 41,3
setuju
42 45,7 45,7 87,0
kurang setuju
18 19,6 19,6 19,6
tidak setuju
12 13,0 13,0 100,0
Total
92 100,0 100,0


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Pertanyaan 2

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
15 16,3 16,3 39,1
setuju
52 56,5 56,5 95,7
kurang setuju
21 22,8 22,8 22,8
tidak setuju
4 4,3 4,3 100,0
Total
92 100,0 100,0

Pertanyaan 3

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
22 23,9 23,9 45,7
setuju
50 54,3 54,3 100,0
kurang setuju
20 21,7 21,7 21,7
Total
92 100,0 100,0


Pertanyaan 4

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
11 12,0 12,0 100,0
setuju
40 43,5 43,5 43,5
Kurang setuju
41 44,6 44,6 88,0
Total
92 100,0 100,0

Pertanyaan 5

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
31 33,7 33,7 100,0
setuju
61 66,3 66,3 66,3
Total
92 100,0 100,0


Pertanyaan 6

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
55 59,8 59,8 100,0
setuju
37 40,2 40,2 40,2
Total
92 100,0 100,0


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Pertanyaan 7

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
10 10,9 10,9 100,0
setuju
54 58,7 58,7 58,7
kurang setuju
28 30,4 30,4 89,1
Total
92 100,0 100,0

Pertanyaan 8

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
34 37,0 37,0 100,0
setuju
50 54,3 54,3 63,0
kurang setuju
8 8,7 8,7 8,7
Total
92 100,0 100,0


Pertanyaan 9

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
29 31,5 31,5 100,0
setuju
55 59,8 59,8 59,8
kurang setuju
8 8,7 8,7 68,5
Total
92 100,0 100,0



Pertanyaan 10

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
15 16,3 16,3 95,7
setuju
37 40,2 40,2 79,3
kurang setuju
36 39,1 39,1 39,1
tidak setuju
4 4,3 4,3 100,0
Total
92 100,0 100,0





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Pertanyaan 11

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
5 5,4 5,4 95,7
setuju
41 44,6 44,6 44,6
Kurang setuju
42 45,7 45,7 90,2
tidak setuju
4 4,3 4,3 100,0
Total
92 100,0 100,0



Pertanyaan 12

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
5 5,4 5,4 100,0
setuju
61 66,3 66,3 94,6
kurang setuju
26 28,3 28,3 28,3
Total
92 100,0 100,0



Pertanyaan 13

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
15 16,3 16,3 100,0
setuju
56 60,9 60,9 83,7
kurang setuju
21 22,8 22,8 22,8
Total
92 100,0 100,0



Pertanyaan 14

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
14 15,2 15,2 100,0
setuju
70 76,1 76,1 84,8
kurang setuju
8 8,7 8,7 8,7
Total
92 100,0 100,0





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Pertanyaan 15

Frequency Percent Valid Percent
Cumulative
Percent
Valid sangat setuju
14 15,2 15,2 100,0
setuju
52 56,5 56,5 56,5
kurang setuju
26 28,3 28,3 84,8
Total
92 100,0 100,0


















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Lampiran 3. Hasil Output SPSS Analisis Regresi





























Sumber : Hasil Penelitian 2011 (data diolah)

Gambar IV.2 P-Plot Uji Normalitas










Observed Cum Prob
1.0 0.8 0.6 0.4 0.2 0.0
E
x
p
e
c
t
e
d

C
u
m

P
r
o
b
1.0
0.8
0.6
0.4
0.2
0.0
Normal P-P Plot of Regression Standardized Residual
Dependent Variable: kepuasan_konsumen
91

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Hasil Uji Multikolinearitas dengan Nilai Tolerance dan Variance
Inflation Factor (VIF)


Coefficients(a)

Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig
Collinearity
Statistics
B
Std.
Error Beta Tolerance VIF
1 (Constant)
-,784 ,939 -,834 ,406
Kesadaran merek
,190 ,082 ,227 2,327 ,022 ,266 3,755
Kesan kualitas merek
,167 ,079 ,164 2,121 ,037 ,426 2,346
Asosiasi merek
,395 ,066 ,554 5,954 ,000 ,293 3,412
a Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)




Hasil Uji Multikolonieritas dengan Nilai R Square


Model Summary(b)

Model
R R Square
Adjusted R
Square
Std. Error of the
Estimate
1
,881(a) ,777 ,769 ,73751
a Predictors: (Constant), asosiasi merek, kesan kualitas merek, kesadaran merek
b Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)














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Sumber : Hasil Penelitian 2011 (Data diolah)




Regression

Descriptive Statistics

Mean Std. Deviation N
Kepuasan konsumen
11,8696 1,53507 92
Kesadaran merek
11,6304 1,83206 92
Kesan kualitas merek
16,4239 1,50628 92
Asosiasi merek
19,4783 2,15079 92


Sumber : Hasil Penelitian 2011 (Data diolah)




Regression Standardized Predicted Value
2 1 0 -1 -2 -3
R
e
g
r
e
s
s
i
o
n

S
t
u
d
e
n
t
i
z
e
d

R
e
s
i
d
u
a
l
3
2
1
0
-1
-2
-3
Scatterplot
Dependent Variable: kepuasan_konsumen

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Correlations


Kepuasan
konsumen
Kesadaran
merek
Kesan kualitas
merek
Asosiasi
merek
Pearson
Correlation
Kepuasan konsumen
1,000 ,807 ,723 ,858
Kesadaran merek
,807 1,000 ,738 ,829
Kesan kualitas merek
,723 ,738 1,000 ,707
Asosiasi merek
,858 ,829 ,707 1,000
Sig. (1-tailed) Kepuasan konsumen
. ,000 ,000 ,000
Kesadaran merek
,000 . ,000 ,000
Kesan kualitas merek
,000 ,000 . ,000
Asosiasi merek
,000 ,000 ,000 .
N Kepuasan konsumen
92 92 92 92
Kesadaran merek
92 92 92 92
Kesan kualitas merek
92 92 92 92
Asosiasi merek
92 92 92 92


Sumber : Hasil Penelitian 2011 (Data diolah)


Variables Entered/Removed(b)

Model Variables Entered
Variables
Removed Method
1
Asosiasi merek, kesan kualitas
merek, kesadaran merek(a)
. Enter
a All requested variables entered.
b Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)


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ANOVA(b)

Model
Sum of
Squares df Mean Square F Sig.
1 Regression
166,569 3 55,523 102,078 ,000(a)
Residual
47,866 88 ,544
Total
214,435 91
a Predictors: (Constant), asosiasi merek, kesan kualitas merek, kesadaran merek
b Dependent Variable: kepuasan konsumen


Sumber : Hasil Penelitian 2011 (Data diolah)

Coefficients(a)

Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig
Collinearity
Statistics
B
Std.
Error Beta Tolerance VIF
1 (Constant)
-,784 ,939 -,834 ,406
Kesadaran merek
,190 ,082 ,227 2,327 ,022 ,266 3,755
Kesan kualitas merek
,167 ,079 ,164 2,121 ,037 ,426 2,346
Asosiasi merek
,395 ,066 ,554 5,954 ,000 ,293 3,412
a Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)



Collinearity Diagnostics(a)

Model
Dimensi
on
Eigen
value
Condition
Index Variance Proportions

Constant
Kesadaran
Merek
Kesan
Kualitas Merek
Asosiasi
Merek
1 1
3,983 1,000 ,00 ,00 ,00 ,00
2
,012 17,915 ,27 ,24 ,00 ,01
3
,003 38,253 ,06 ,03 ,66 ,58
4
,002 41,305 ,67 ,73 ,34 ,41
a Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)


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Residuals Statistics(a)

Minimum Maximum Mean Std. Deviation N
Predicted Value
9,0040 14,3327 11,8696 1,35293 92
Std. Predicted Value
-2,118 1,821 ,000 1,000 92
Standard Error of
Predicted Value
,082 ,252 ,150 ,035 92
Adjusted Predicted Value
9,0043 14,2968 11,8636 1,35317 92
Residual
-1,64180 2,04883 ,00000 ,72526 92
Std. Residual
-2,226 2,778 ,000 ,983 92
Stud. Residual
-2,319 2,920 ,004 1,010 92
Deleted Residual
-1,78138 2,26378 ,00595 ,76506 92
Stud. Deleted Residual
-2,379 3,055 ,006 1,024 92
Mahal. Distance
,136 9,615 2,967 1,814 92
Cook's Distance
,000 ,224 ,014 ,035 92
Centered Leverage Value
,001 ,106 ,033 ,020 92
a Dependent Variable: kepuasan konsumen

Sumber : Hasil Penelitian 2011 (Data diolah)

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Lampiran 4. Jenis-jenis Produk Nexian
7. Seri Nexian Non Qwerty











a. Nexian Steel G268 b. Nexian Magneto G253 c. Nexian Dakwood G255














d. Nexian Ferro G225 e. Nexian ColorBox G236 f. Nexian Crayon G235

Sumber : http://www.nexian.co.id
8. Seri Qwerty Musik









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a. MusicBeat G920 b. Nidji G508 c. Slank NX-gG503














d. Beat Box e. Nexian G505 f. NX-G722

Sumber : http://www.nexian.co.id
3. Seri Nexian Journey Android













a. Nexian A890
Sumber : http://www.nexian.co.id








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a. Nexian Hybrid 271D
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5. Seri Nexian dengan Desain Feminim















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nearly all Windows platforms, if you can print from a windows application you can use pdfMachine.
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6. Seri Nexian Qwerty












a. NX-G900 b. Speed2 W750 c. BeatTV T905















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pdfMachine
Is a pdf writer that produces quality PDF files with ease!
Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across
nearly all Windows platforms, if you can print from a windows application you can use pdfMachine.
Get yours now!
Universitas Sumatera Utara