SARI NURSEHA FIRDAUS

19416261201301
UJI HIPOTESIS ASSOSIATIF & DISKRIMINAN DENGAN SPSS (RISET
PEMASARAN)
MN19F

DATA:
NO. X1 X2 Y
1 45 30 42
2 18 20 24
3 23 26 34
4 19 22 26
5 13 14 16
6 24 34 49
7 33 37 43
8 9 25 32
9 39 41 47
10 9 28 35
11 45 24 31
12 45 13 13
13 27 27 33
14 18 28 34
15 30 35 46
16 9 24 34
17 40 43 58
18 30 33 37
19 29 33 48
20 19 21 26
21 11 14 14
22 24 26 34
23 16 20 16
24 19 21 23
25 28 32 35
26 29 32 46
27 39 44 55
28 40 45 53
29 35 39 48
30 36 41 52

Keterangan:
X1 : CITRA MEREK
X2 : IKLAN
Y : KEPUTUSAN PEMBELIAN

UJI HIPOTESIS ASSOSIATIF

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .959a .920 .914 3.715
a. Predictors: (Constant), IKLAN, CITRA MEREK

Keterangan: Nilai R Square sebesar 0.920 atau 92.0% sangat kuat. Pengaruh citra merek (x1)
daniklan (x2) terhadap keputusan pembelian (y) sebesar 92.0%, sisanya sebesar 8.0 %
dipengaruhi variable lain.

NILAI ANOVA
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 4274.825 2 2137.413 154.868 .000b
Residual 372.641 27 13.802
Total 4647.467 29

a. Dependent Variable: KEPUTUSAN PEMBELIAN

b. Predictors: (Constant), IKLAN, CITRA MEREK

Keterangan: nilai signifikan yaitu 0.000 berarti sangat signifikan. Dengan demikian tolak H0.
Variabel citra merek dan iklan secara simultan berpengaruh signifikan terhadap keputusan
pembelian.
UJI T

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.

1 (Constant) -2.764 2.366 -1.168 .253

CITRA MEREK -.014 .073 -.012 -.187 .853
IKLAN 1.351 .091 .966 14.770 .000
a. Dependent Variable: KEPUTUSAN PEMBELIAN

Keterangan: untuk citra merek nilai t hitung yaitu bernilai negative. Maka selanjutnya
melakukanuji 1 sisi.

Nilai df pada tabel annova yaitu 27. Maka nilai t berdasarkan probabilitas One-Tailed test yaitu
1.703. sedangkan nilai t hitung yaitu -0.187 karena menggunakan uji 1 sisi maka nilainya menjadi
0.187. sehingga kesimpulannya t hitung < t tabel artinya variable citra merek tidak berpengaruh
signifikan terhadap keputusan pembelian.
HASIL UJI NORMALITAS

Tests of Normalitya,b,d,e,f,g,h,i,j,k,l,m,n,o,p,q,r,s,t,u,v,w,x,y,z,aa,ab,ac,ad,ae,af,ag
Kolmogorov-Smirnovc Shapiro-Wilk
KEPUTUSAN PEMBELIAN Statistic df Sig. Statistic df Sig.
CITRA MEREK 16 .260 2 .
26 . 2 .
34 .244 4 . .880 4 .340
35 .260 2 .
46 .260 2 .
48 .260 2 .

IKLAN 16 .260 2 .
26 .260 2 .
34 .250 4 . .945 4 .683
35 .260 2 .
46 .260 2 .
48 .260 2 .
a. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 13. It has been omitted.
b. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 14. It has been omitted.
c. Lilliefors Significance Correction
d. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 23. It has been omitted.
e. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 24. It has been omitted.
f. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 31. It has been omitted.
g. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 32. It has been omitted.
h. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 33. It has been omitted.
i. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 37. It has been omitted.
j. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 42. It has been omitted.
k. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 43. It has been omitted.
l. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 47. It has been omitted.
m. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 49. It has been omitted.
n. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 52. It has been omitted.
o. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 53. It has been omitted.
p. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 55. It has been omitted.
q. CITRA MEREK is constant when KEPUTUSAN PEMBELIAN = 58. It has been omitted.
r. IKLAN is constant when KEPUTUSAN PEMBELIAN = 13. It has been omitted.
s. IKLAN is constant when KEPUTUSAN PEMBELIAN = 14. It has been omitted.
t. IKLAN is constant when KEPUTUSAN PEMBELIAN = 23. It has been omitted.
u. IKLAN is constant when KEPUTUSAN PEMBELIAN = 24. It has been omitted.
v. IKLAN is constant when KEPUTUSAN PEMBELIAN = 31. It has been omitted.
w. IKLAN is constant when KEPUTUSAN PEMBELIAN = 32. It has been omitted.
x. IKLAN is constant when KEPUTUSAN PEMBELIAN = 33. It has been omitted.
y. IKLAN is constant when KEPUTUSAN PEMBELIAN = 37. It has been omitted.
z. IKLAN is constant when KEPUTUSAN PEMBELIAN = 42. It has been omitted.
aa. IKLAN is constant when KEPUTUSAN PEMBELIAN = 43. It has been omitted.
ab. IKLAN is constant when KEPUTUSAN PEMBELIAN = 47. It has been omitted.
ac. IKLAN is constant when KEPUTUSAN PEMBELIAN = 49. It has been omitted.
ad. IKLAN is constant when KEPUTUSAN PEMBELIAN = 52. It has been omitted.
ae. IKLAN is constant when KEPUTUSAN PEMBELIAN = 53. It has been omitted.
af. IKLAN is constant when KEPUTUSAN PEMBELIAN = 55. It has been omitted.
ag. IKLAN is constant when KEPUTUSAN PEMBELIAN = 58. It has been omitted.

Keterangan:
Hasil Uji Normalitas Distribusi Tidak Normal
HASIL UJI DISKRIMINAN
Grup Statistik

Group Statistics
Valid N (listwise)
KEPUTUSAN PEMBELIAN Mean Std. Deviation Unweighted Weighted
13 CITRA MEREK 45.00 .a 1 1.000
IKLAN 13.00 .a 1 1.000

14 CITRA MEREK 11.00 .a 1 1.000

IKLAN 14.00 .a 1 1.000
16 CITRA MEREK 14.50 2.121 2 2.000
IKLAN 17.00 4.243 2 2.000
23 CITRA MEREK 19.00 .a 1 1.000
IKLAN 21.00 .a 1 1.000

24 CITRA MEREK 18.00 .a 1 1.000

IKLAN 20.00 .a 1 1.000
26 CITRA MEREK 19.00 .000 2 2.000
IKLAN 21.50 .707 2 2.000
31 CITRA MEREK 45.00 .a 1 1.000
IKLAN 24.00 .a 1 1.000

32 CITRA MEREK 9.00 .a 1 1.000

IKLAN 25.00 .a 1 1.000
33 CITRA MEREK 27.00 .a 1 1.000
IKLAN 27.00 .a 1 1.000
34 CITRA MEREK 18.50 6.856 4 4.000
IKLAN 26.00 1.633 4 4.000

35 CITRA MEREK 18.50 13.435 2 2.000

IKLAN 30.00 2.828 2 2.000
37 CITRA MEREK 30.00 .a 1 1.000
IKLAN 33.00 .a 1 1.000
42 CITRA MEREK 45.00 .a 1 1.000
 IKLAN 30.00 .a 1 1.000
43 CITRA MEREK 33.00 .a 1 1.000
IKLAN 37.00 .a 1 1.000
46 CITRA MEREK 29.50 .707 2 2.000
IKLAN 33.50 2.121 2 2.000
47 CITRA MEREK 39.00 .a 1 1.000
IKLAN 41.00 .a 1 1.000
48 CITRA MEREK 32.00 4.243 2 2.000
IKLAN 36.00 4.243 2 2.000
49 CITRA MEREK 24.00 .a 1 1.000
IKLAN 34.00 .a 1 1.000
52 CITRA MEREK 36.00 .a 1 1.000
IKLAN 41.00 .a 1 1.000
53 CITRA MEREK 40.00 .a 1 1.000
IKLAN 45.00 .a 1 1.000
55 CITRA MEREK 39.00 .a 1 1.000
IKLAN 44.00 .a 1 1.000
58 CITRA MEREK 40.00 .a 1 1.000
IKLAN 43.00 .a 1 1.000
Total CITRA MEREK 26.70 11.351 30 30.000
IKLAN 29.07 9.051 30 30.000
a. Insufficient data

Keterangan: pada citra merek dan iklan mean tidak menunjukan perbedaan yang signifikan,
danuntuk standar deviasi juga tidak menunjukan perbedaan yang signifikan
UJI EQULITY OF GROUP MEANS

Tests of Equality of Group Means

Wilks' Lambda F df1 df2 Sig.
CITRA MEREK .092 3.751 21 8 .030
IKLAN .024 15.498 21 8 .000

Keterangan: Nilai Sig. untuk variable citra merek 0.030 nilai sig tersebut lebih kecil
dibandingkantingkat signifikan yakni a=0.05, maka perbedaan rata-rata citra merek signifikan
berdasarkan statistika.

UJI ASUMSI KESAMAAN MATRIKS KOVARIAN

Test Resultsa
Box's M 4.095
F Approx. .592
df1 5
df2 58.061
Sig. .706

Tests null hypothesis of equal

population covariance matrices.
a. Some covariance matrices
are singular and the usual
procedure will not work. The
non-singular groups will be
tested against their own pooled
within-groups covariance matrix.
The log of its determinant is
1.964.

Keterangan: nilai signifikan 0.706 hipotesis nol dan hipotesis alternatif di tolak. karena
asumsikesamaan matriks – matriks kovarian populasi di penuhi.
UJI MULTIKOLINIERITAS

Pooled Within-Groups Matrices

CITRA MEREK IKLAN
Correlation CITRA MEREK 1.000 .603
IKLAN .603 1.000

Keterangan: angka korelasi mencapai 0.603 maka ada multikolinieritas pada data
SKOR DISKRIMINAN

Variables Entered/Removeda,b,c,d
Wilks' Lambda
Exact F
Step Entered Statistic df1 df2 df3 Statistic df1 df2 Sig.
1 IKLAN .024 1 21 8.000 15.498 21 8.000 .000
At each step, the variable that minimizes the overall Wilks' Lambda is entered.
a. Maximum number of steps is 4.
b. Minimum partial F to enter is 3.84.
c. Maximum partial F to remove is 2.71.
d. F level, tolerance, or VIN insufficient for further computation.
 Canonical
Discriminant
Function
Coefficients
Function
1
IKLAN .375
(Constant) -10.889

Unstandardized
coefficients

Keterangan:
D= -10.889+0.375 (30)
=0.361

HIT RASIO
Classification Resultsa

KEPUTUSAN PEMBELIANPredicted Group Membership

Total
13 14 16 23 24 26 31 32 33 34 35
37 42 43 46 47 48 49 52 53 55 58
Original Count 13 1 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0 1
14 0 1 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 1
16 0 1 0 0 1 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 2
23 0 0 0 1 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 1
24 0 0 0 0 1 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 1
26 0 0 0 1 0 1 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 2
 31 0 0 0 0 0 0 1 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 1
32 0 0 0 0 0 0 0 1 0 0 0
0 0 0 0 0 0 0 0 0 0 0 1
33 0 0 0 0 0 0 0 0 1 0 0
0 0 0 0 0 0 0 0 0 0 0 1
34 0 0 0 0 0 0 1 0 1 2 0
0 0 0 0 0 0 0 0 0 0 0 4
35 0 0 0 0 0 0 0 0 1 0 0
1 0 0 0 0 0 0 0 0 0 0 2
37 0 0 0 0 0 0 0 0 0 0 0
1 0 0 0 0 0 0 0 0 0 0 1
42 0 0 0 0 0 0 0 0 0 0 1
0 0 0 0 0 0 0 0 0 0 0 1
43 0 0 0 0 0 0 0 0 0 0 0
0 0 1 0 0 0 0 0 0 0 0 1
46 0 0 0 0 0 0 0 0 0 0 0
1 0 0 0 0 1 0 0 0 0 0 2
47 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 1 0 0 0 0 0 0 1
48 0 0 0 0 0 0 0 0 0 0 0
1 0 1 0 0 0 0 0 0 0 0 2
49 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 1 0 0 0 0 1
52 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 1 0 0 0 0 0 0 1
53 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 1 0 0 1
55 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 1 0 1
58 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 1 1
% 13 100.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
 14 .0 100.0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
16 .0 50.0 .0 .0 50.0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
23 .0 .0 .0 100.0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
24 .0 .0 .0 .0 100.0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
26 .0 .0 .0 50.0 .0 50.0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
31 .0 .0 .0 .0 .0 .0 100.0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
32 .0 .0 .0 .0 .0 .0 .0 100.0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
33 .0 .0 .0 .0 .0 .0 .0 .0 100.0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
34 .0 .0 .0 .0 .0 .0 25.0 .0 25.0 50.0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
35 .0 .0 .0 .0 .0 .0 .0 .0 50.0 .0 .0
50.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
37 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
100.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
42 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
100.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
100.0
43 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 100.0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
46 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
50.0 .0 .0 .0 .0 50.0 .0 .0 .0 .0 .0 100.0
47 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 100.0 .0 .0 .0 .0 .0 .0 100.0
48 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
50.0 .0 50.0 .0 .0 .0 .0 .0 .0 .0 .0 100.0
49 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 100.0 .0 .0 .0 .0 100.0
 52 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 100.0 .0 .0 .0 .0 .0 .0 100.0
53 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 100.0 .0 .0 100.0
55 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 100.0 .0 100.0
58 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0
.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 100.0 100.0
a 56.7% of original grouped cases correctly classified.

Keterangan: Ketepatan klasifikasi di dapat 56.7%

HASIL EIGENVALUES

Eigenvalues
Canonical
Function Eigenvalue % of Variance Cumulative % Correlation
1 40.682a 100.0 100.0 .988

a. First 1 canonical discriminant functions were used in the analysis.

Keterangan: didapatkan nilai kuadrat Canonical Correlation 0.9882 =0.976144

menyatakan kemampuan persamaan diskriminan yang melibatkan variable bebas Iklan dan
Citra Merek dalam menjelaskan varians (variance) variable tak bebas sebesar 97.61%
sisanya 2.39% dijelaskan oleh faktor – faktor lain.