ANALYSIS OF PSYCHOLOGYCAL FACTORS INFLUENCING THE …

ANALYSIS OF PSYCHOLOGYCAL FACTORS

INFLUENCING THE CONSUMER PURCHASE DECISION

OF INDOFOOD INSTANT NOODLES

IN CIKARANG, INDONESIA

By

Nguyen Tran Quang Anh

ID No. 014201100241

A skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Economics Major in Management

March 2015

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PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiner declares that the Skripsi entitled “ANALYSIS OF

PSYCHOLOGYCAL FACTORS INFLUENCING THE CONSUMER

PURCHASE DECISION OF INDOFOOD INSTANT NOODLES IN

CIKARANG, INDONESIA” that was submitted by Nguyen Tran Quang

Anh majoring in Management from the Faculty of Business was assessed

and approved to have passed the Oral Examinations on 16th March, 2015.

Liswandi, MBA

Chair – Panel of Examiners

Filda Rahmiah, BBA., MBA.

Examiner I

Yunita Ismail, M.SI.

Examiner II

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SKRIPSI ADVISER

RECOMMENDATION LETTER

This Skipsi entitled “ANALYSIS OF PSYCHOLOGYCAL FACTORS

INFLUENCING THE CONSUMER PURCHASE DECISION OF INDOFOOD

INSTANT NOODLES IN CIKARANG, INDONESIA” prepared and

submitted by Nguyen Tran Quang Anh in partial fulfillment of the

requirements for the degree of Bachelor in the Faculty of Business has

been reviewed and found to have satisfied the requirements for a Skripsi

fit to be examined. I therefore recommend this Skripsi for Oral Defense.

Cikarang, Indonesia, March 2015

Acknowledged by, Recommended by,

Vinsensius Jajat K., SE. MM. MBA Ir. Yunita Ismail Masjud, M.SI

Head of Management Study Program Skripsi Advisor

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DECLARETION OF

ORIGINALITY

I declare that this Skripsi, entitled “ANALYSIS OF PSYCHOLOGYCAL

FACTORS INFLUENCING THE CONSUMER PURCHASE DECISION OF

INDOFOOD INSTANT NOODLES IN CIKARANG, INDONESIA”is, to the

best of my knowledge and beliefs, an original piece of work that has not

been submitted, either in a whole or in a part, to another university to

obtain a degree.

Cikarang, Indonesia,March,2015

Nguyen Tran Quang Anh

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ABSTRACT

The purpose of this study is to explore the adoption and investigates the impact of

psychological on consumer purchasing decision making within the Indofood‟s

consumer. A theoretical model developed based on the Framework of Purchase

Decision making through four factors – Motivation, Perception, Learning, and Belief

& Attitude. In this research, the author used primary data and secondary data.

Questionnaires were distributed to 100 customers, located Giant supermarket and

Citywalk area in Cikarang, Indonesia. This research use quantitative method analysis.

The research method used in this research is multiple regression models. The total of

sample is 100 respondents which is 47% is male and 53% is female. The independent

variables of psychological factors are motivation, perception, learning, belief and

attitude. The result of the research is that there are 76.9% influence of psychological

factors towards consumer purchase decision. The independent variable with the most

significant influence towards consumer purchase decision.The conclusion of the

research is that psychological factors simultaneously has influence towards consumer

purchase decision. But partially, only three independent variables of psychological

factors were significant towards consumer purchase decision, which are motivation,

perception, belief and attitude.

Keywords: Psychological, Motivation, Perception, Learning, Belief and Attitude,

Consumer Purchasing Decision.

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ACKNOWLEDGEMENT

Research would like to express their earnest and sincerest gratitude and appreciation

to the noteworthy people who had greatly contributed to the success of this study.

To Mrs. Yunita, my thesis advisor who help me to finish this thesis, guidance and

patience, thank you very much Mrs. Yunita.

My thanks to President University include all the lectures, staffs who always

supported me throughout the thesis process. This thesis would not have been existed

without much helps from them.

I would like to send my immense gratefulness towards my family, my close friends

in Vietnam who always stood beside me days and nights, no matter what happened, I

always received motivation and support from them.

Last but not least, they were my colleagues, Vietnamese friends in President

University who were sources of believes, motivation, helps, especially my friends for

what we have been through.

Finally, for those whom have contributed yet could not be mentioned, you know who

you are. No word could truly express my gratitude. Thank you very much.

vi

TABLE OF CONTENTS

PANEL OF EXAMINERS ............................................................................................ i

APPROVAL SHEET ..................................................................................................... i

SKRIPSI ADVISER ...................................................................................................... i

RECOMMENDATION LETTER ................................................................................ ii

DECLARETION OF ................................................................................................... iii

ORIGINALITY ............................................................................................................ iii

ABSTRACT ................................................................................................................. iv

ACKNOWLEDGEMENT ............................................................................................ v

TABLE OF CONTENTS ............................................................................................. vi

LIST OF TABLES ....................................................................................................... ix

LIST OF FIGURES ...................................................................................................... x

CHAPTER I - INTRODUCTION ................................................................................1

1.1. Background of the Study ................................................................................1

1.2. Problem Identification ....................................................................................4

1.3. Statement of the Problem ...............................................................................4

1.4. Research Objective .........................................................................................5

1.5. Definition of Terms ........................................................................................5

1.6. Research Limitation .......................................................................................6

1.7. Research Benefit ............................................................................................7

a) For Indofood Company ..................................................................................7

b) For Researcher ................................................................................................7

c) For Further Research ......................................................................................7

CHAPTER II - LITERATURE REVIEW ....................................................................8

2.1. Theoretical Review ........................................................................................8

2.1.1.Consumer Purchase Decision .......................................................................8

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2.1.2. Characteristic Affecting Consumer Purchase Decision .............................11

2.1.3. Psychological Factors ................................................................................11

2.2. Previous Research ..........................................................................................18

2.3. Theoretical Framework ....................................................................................20

2.4. Operational Definition ....................................................................................21

2.5. Hypothesis ....................................................................................................22

CHAPTER III - RESEARCH METHODOLOGY .....................................................23

3.1. Research Design ...........................................................................................23

3.1.1. Research Method ......................................................................................23

3.1.2.Research Framework ..................................................................................23

3.2. Sampling Design ..........................................................................................26

3.2.1.Population ...................................................................................................26

3.2.2.Sampling Technique Applied .....................................................................26

3.2.3. Sample Size ...............................................................................................27

3.3. Research Instrument .....................................................................................28

3.3.1.Design of Questionnaire .............................................................................29

3.3.2.Measurement of Variables ..........................................................................31

3.4. Validity and Reliability ................................................................................32

3.4.1.Validity Testing ..........................................................................................32

3.4.2.Reliability Testing ......................................................................................33

3.5. Data Collection Procedure............................................................................34

3.5.1.Primary Data ............................................................................................ 344

3.5.2.Second Data ............................................................................................. 355

3.6. Hypothesis Testing .......................................................................................36

3.6.1.Multiple Regression Analysis .................................................................. 366

3.6.2.Classical Assumption .............................................................................. 377

3.6.3.Testing the Hypothesis ...............................................................................39

CHAPTER IV - ANALYSIS AND INTERPRETATION ...................................... 433

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4.1. Company Profile ....................................................................................... 433

4.1.1.PT Indofood Sukses Makmur .................................................................. 433

4.1.2 Vision and Mission .................................................................................. 444

4.1.3 Product Information ................................................................................. 444

4.2. Data analysis ............................................................................................. 466

4.2.1. Variable Frequency ................................................................................. 466

4.2.2. Demographic Profile ..................................................................................49

4.2.3. Descriptive Analysis ............................................................................... 533

4.2.4. Classic Assumption Test......................................................................... 533

4.2.5. Hypothesis test ...........................................................................................57

4.3. Interpretation of Result .................................................................................. 611

CHAPTER V - CONCLUSION AND RECOMMENDATION ............................. 644

5.1. Conclusion ................................................................................................. 644

5.2. Recommendation ....................................................................................... 655

REFERENCES ...........................................................................................................67

APPENDIX A: QUESTIONAIRES ........................................................................ 711

APPENDIX B: DATA ............................................................................................. 715

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LIST OF TABLES

Table 2.1. Previous Researches .................................................................................................. 18

Table 2.2. Variable and Definition ............................................................................................ 20

Table 3.1. Pre-Questioner ............................................................................................................ 30

Table 3.2. Likert Scale ................................................................................................................. 32

Table 3.3. Cronbach's Alpha Cofficient .................................................................................. 34

Table 4.1. Kind of Indofood Products ...................................................................................... 45

Table 4.2. Reliability test ............................................................................................................. 46

Table 4.3. Validity Test ................................................................................................................ 47

Table 4.4. Descriptive statistics ................................................................................................. 53

Table 4.5. Coefficient Determinant (R2) ................................................................................. 58

Table 4.6. F-test .............................................................................................................................. 59

Table 4.7. T-test .............................................................................................................................. 60

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LIST OF FIGURES

Figure 1.1. Market share of Indofood product in Indonesia 2009 - 2012. .................... 2

Figure 1.2. World‟s biggest noodle markets. ................................................................ 3

Figure 2.1. Consumer Purchase Decision Process ........................................................ 8

Figure 2.2. Characteristics affecting Consumer Purchase Decision ........................... 11

Figure 2.3. Maslow's hierarchy of needs .................................................................... 12

Figure 2.4. The Learning Process ............................................................................... 15

Figure 2.5. Attitude Components and Manifestations ................................................ 16

Figure 2.6. Theoretical framework ............................................................................. 20

Figure 3.1. Research Framework ................................................................................ 25

Figure 3.2. Data Collection Method ........................................................................... 29

Figure 4.1. Gender of Respondents ............................................................................. 49

Figure 4.2. Age of Respondents .................................................................................. 50

Figure 4.3. Monthly income/ Allowance Levels ........................................................ 51

Figure 4.4. Frequency of Purchase instant noodle products during a month .............. 52

Figure 4.5. Histogram Chart ....................................................................................... 54

Figure 4.6. P-P Normality Plot ................................................................................... 55

Figure 4.7. VIF Result ................................................................................................ 56

Figure 4.8.Heteroscedascity Test ................................................................................ 57

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CHAPTER I

INTRODUCTION

1.1. Background of the Study

Increasingly busy lifestyles, especially in urban areas, cause consumers having

limited time to prepare their foods. Those consumers view instant noodles as

alternative meal solution, due to their simple preparation. The affordable price also

drives popularity among low-income groups, which are highly price sensitive.

Among the low-income groups in rural areas, instant noodles are commonly known

as a substitute for rice, especially during poor harvests. Other than rice substitution,

some consumers also view instant noodles as side dishes, a complement to rice.

Being a very common food in Indonesia, especially among low- and lower-middle

income groups, these rising trends contributed to the dynamic growth of instant

noodles, which dominate the food category in terms of value sales.

Instant noodle industry is a very promising business opportunities in the current

global era. With the increase in economic growth will ultimately improve society

aggregate consumption level, in this sector of the instant noodle industry the most

benefit. In a report published in mid-2012, McKinsey estimates that Indonesia would

become the 7th largest economy in the world in 2030, up from his current position at

No. 16, partly driven by domestic consumption continues to increase as rising

income per capita, and rapid urbanization.

Instant noodles were first introduced into the Indonesian market in 1969. Indofood is

one of Indonesia's largest pre-packaged food companies, and was founded in 1982 by

Sudono Salim, a Chinese Indonesian tycoon that also owned Bogasari flour mills.

Indomie instant noodle brand was first launched in 1982 with Indomie Kuah Rasa

Kaldu Ayam (Chicken stock) flavour, followed by Indomie Kuah Rasa Kari Ayam

(Chicken curry) flavour. In 1983 Indomie launched its first dry (served without soup)

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Indomie Mie Goreng variant, which quickly become popular in Indonesian market.

Indomie has become a household name for instant noodle in Indonesia, and

accounted for around 70 percent of instant noodle market shares in Indonesia

Indofood was quite successful in its early years, capitalizing most of the market

share. This is primarily due to mass promotion and advertising. The instant noodles

are very cheap and suitable to the taste of Indonesian people. usually when

Indonesian travel abroad and find that foods abroad are not suitable for them, they'll

carry Indomie to accompany their meal. When natural disaster strikes, Indonesian

often donate like foods like Indomie instant noodles for the victims, of course along

with other necessary items.

Indofood CBP (Consumer Branded Product) is established as a separate entity in

September 2009 and it did initial public offering in Jakarta Stock Exchange in 2010.

The company is a part of group of Indofood which have various business segments in

food, beverage and palm oil from downstream to upstream. This entity operates in

packaged food and packaged beverage for all age.

Figure 1.1 Market share of Indofood product in Indonesia 2009 - 2012

(Source: Indofood Indonesia Website, 2012)

X: percentage

Y: year

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Figure 2.2 World’s biggest noodle markets

(Source: World Instant Noodles Association, 2012)

Base on the figure 1.1, the products of ICBP have five segments: noodles, Dairy,

Food Seasoning, Snack Food and nutrition and special food. In 2012, the biggest

segment in contribution of revenue of each is 69 % for noodles compare with 18 %

for dairy and 6.9% for Snack Food.

For instant noodle, compared to Thailand, Vietnam and Japan, Indonesia (figure 1.2)

has bigger market size and it is still growing. Since 1999 until to 2009, the instant

noodle increase 40 % larger, from US 2,221 million up in to US 3,191.4 million. In

project the market size will increase at USD 3,600 million in 2012 that means instant

noodle is still having good opportunity to grow.

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1.2. Problem Identification

Economic prospect in the instant noodle sector in Indonesia is very promising for the

increasing competition, both from existing players and new players. Not only that,

increase in per capita income will increase society welfare and changing

consumption patterns and consumer spending. Consumer will be inclined to choose a

premium quality product at an affordable price. The competitors in the food and

beverage industry tried to seize the opportunity by compiling a number of strategy

establish business excellence to meet the challenges of an increasingly competitive

market. This situation occurs because of the behavior of consumer. Different

consumers have different characteristics that influence their buying behavior. Social

factors, personal factors, cultural factors and psychological factors are those

characteristics that could manipulate the buyer behavior in making final decision.

Particularly in this research, the researcher is going to explore the role of

psychological (including motivation, perception, learning, belief and attitude) in

order to know how they would influence to the consumer purchase decision of

Indofood instant noodle in Cikarang, Indonesia. Therefore, the researcher would like

to research about: “Analysis of psychological factors influencing the consumer

purchase decision of Indofood instant noodles in Cikarang, Indonesia”

1.3. Statement of the Problem

From the explanation above, researcher intend to solve problem as follows:

1. Is there any partial significant influence of motivation toward consumer

purchase decision of Indofood instant noodle in Cikarang, Indonesia?

2. Is there any partial significant influence ofperception toward consumer

purchase decision of Indofood instant noodle in Cikarang, Indonesia?

3. Is there any partial significant influence oflearning toward consumer purchase

decision of Indofood instant noodle in Cikarang, Indonesia?

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4. Is there any partial significant influence of belief and attitude toward

consumer purchase decision of Indofood instant noodle in Cikarang,

Indonesia?

5. Is there any simultaneously significant influence ofmotivation, perception,

learning, and belief and attitude toward consumer purchase decision of

Indofood instant noodle in Cikarang, Indonesia?

1.4. Research Objective

The objectives of this research are:

1. To find out partial significant influence of motivation toward consumer

purchase decision.

2. To find out partial significant influence of perception toward consumer

purchase decision.

3. To find out partial significant influence oflearning toward consumer purchase

decision.

4. To find out partial significant influence of belief and attitude toward

consumer purchase decision.

5. To find out the simultaneously significant influence of motivation,

perception, learning, and belief and attitude toward consumer purchase

decision.

1.5. Definition of Terms

Attitude is a person„s consistently favorable or unfavorable evaluations, feelings,

and tendencies toward an object or idea (Kotler & Armstrong, 2012).

Belief is a descriptive thought that a person holds about something (Kotler &

Armstrong, 2012).

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Consumer behavioris the buying behavior of final consumer (Kotler &

Armstrong, 2012).

Consumer purchase decision is the buyer„s decision about which brand to

purchase (Kotler & Armstrong, 2012).

Instant noodle isa mass of dried precooked noodles fused with oil, usually eaten

after being soaked in boiling water for 3 to 5 minutes

(http://www.yourdictionary.com)

Learning is changes in an individual„s behavior arising from experience (Kotler

& Armstrong, 2012).

Motivation is a need that is sufficiently pressing to direct the person to seek

satisfaction of the need (Kotler & Armstrong, 2012).

Perception is the process by which people select, organize, and interpret

information to form a meaningful picture of the world (Kotler & Armstrong, 2012)

Psychologicalis a person„s purchasing choices are influenced by four major

psychological factors; motivation, perception, learning, and beliefs and attitudes

(Kotler & Armstrong 2012)

1.6. Research Limitation

In order to keep this research on the right track and avoid the unrelated factors, the

scope of the research has to be limited on several areas. Firstly, the author only

focuses on customer of Indofood are from 16 years old and older that presented at

Giant supermarket and Citywalk area in Cikarang instead of any other instant noodle

brands and area. The questionnaire will be distributed from 7th - 15th January 2015

at Giant supermarket and Citywalk area.Secondly, the researcher only used

psychological factors as the independent variables, other factors which are not listed

in this research are not observed.

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1.7. Research Benefit

a) For Indofood Company

Have a good understanding and knowledge about psychological variables that

influence to consumer purchase decision, which it can be used to determine the next

step in marketing their product.

b) For Researcher

This research allows the researcher to gain more understanding about the consumer

behavior theories as well as the consumer purchase decision theories

c) For Further Research

This study will serve as an additional guidance or references for other researcher and

give information about factors influencing the customer purchase decision of

Indofood instant noodle.

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CHAPTER II

LITERATURE REVIEW

2.1. Theoretical Review

2.1.1. Consumer Purchase Decision

Consumer behavioris the buying behavior of final consumer (Kotler & Armstrong,

2012). Consumer behavior is an important consideration in fields such as economics

and marketing, since understanding how consumers make their decisions so can help

predict how consumers will react to different situations(Mohan, 2014).

Consumers are individuals and households that buy the firms product for personal

consumption (Kotler and Amstrong, 2012). The activities these consumers undertake

when obtaining, consuming, and disposing of products and a service is known as

consumer behavior. Consumer behavior involves studying how people buy, what

they buy, when they buy and why they buy(Walczuch and Lundgren, 2004). The

consumer Behaviorism model suggested that when a consumer wanted to make the

purchase decision, they will pass through the process through needs recognition,

information search, and evaluation of alternatives, purchase decision and post-

purchase behavior. At last, the consumer will choose a product or brand to consume

from various choices in the market.

Figure 2. 1 Consumer Purchase Decision Process

(Source: Kotler and Armstrong, 2012)

9

Kotler and Amstrong (2012) suggest that consumers pass through all five stages in

every purchase. But in more routine purchases, consumers often skip or reverse some

of these stages. A woman buying her regular brand of toothpaste would recognize the

need and go right to the purchase decision, skipping information search and

evaluation. However, the model in Figure 2.1 is recommended because it shows all

the considerations that arise when a consumer faces a new andcomplex purchase

situation.

According to Kotler and Armstrong (2012), the first stage of the buyer decision

process, in which the consumer recognizes a problem or need is the need recognition.

Need recognition is the result of a discrepancy between a desired state and an actual

state that is sufficient to arouse and activate the decision process (See, 2001). Based

on Hawkins, Best and Coney (2004), an actual state is the way an individual

perceives his or her feelings and situation to be at the present time. A desired state is

the way an individual wants to feel or be at the present time. On the other hand, the

need can be triggered by internal stimuli when one of the person„s normal needs

(hunger, thirst) raises to level high enough to become a drive. A need can also be

triggered by external stimuli (an advertisement or information about the product from

friends) (Kotler et.all, 2009).

The next stage is the information search. Kotler and Armstrong (2012) define the

information search stage as the stage of the buyer decision process in which the

consumer is aroused to search more information; the consumer may simply have

heightened attention or may go into active information research. Consumer can

obtain information from any several sources. These include personal sources (family,

friends, neighbors), commercial source (advertising, sales people, websites), public

sources (mass media, consumer-rating organization, internet searches), and

experiential source (handling, examining, using the product).

During and after the time that consumer gathers information about various alternative

solutions to a recognized problem; the consumers evaluate the alternatives and select

10

the course of action that seems most likely to solve the problem (Hawkins &

Mothersbaugh, 2010). That is evaluation of alternatives, the third step of consumer

decision-making process. According to Kotler and Armstrong (2012), alternative

evaluation is the stage in which the consumer uses information to evaluate alternative

brands in the choice set. The consumer arrives at attitudes toward different brands

through some evaluation procedure. How consumer goes about evaluating purchase

alternatives depends on the individualconsumer and the specific buying

situation(Nagarkoti, 2009).

The fourth step is the purchase decision. In this step, consumer has decided which

brand to purchase. Based on Kotler and Armstrong„s concept (2012), there are two

factors that could come between the purchase intention and the purchase decision.

The first factor is the attitudes of others. For example, when a person give advices to

his or her friend to buy a low-prices food product, then his or her friend would reduce

the chances to buy a more-expensive food product. The second factor is unexpected

situational factor(Sainy, 2014). The consumer may from a purchase intention based

on factors such as expected income, expected price, and expected product benefit.

However, unexpected events may change the purchase intention.

The last step of the consumer decision-making process is the post-purchase behavior.

According to Kotler and Armstrong (2012), post-purchase behavior is the stage of the

buyer decision process in which the consumers take further action after purchase,

based on their satisfaction or dissatisfaction. McDaniel et.al (2006) stated that when

people recognize inconsistency between their values or opinions and their behavior,

they tend to feel an inner tension called cognitive dissonance. There are many ways

to reduce the dissonance both for the consumers and the marketers. The consumers

can justify decision, seek for new information, avoid contradictory information, or

return product(Satriadi, 2010). The marketers can send post-purchase thank you or

letter, display product superiority in ads, or offer guarantees.

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2.1.2. Characteristic Affecting Consumer Purchase Decision

According to Kotler and Amstrong (2012), consumer purchase decision is very much

influenced by cultural, social, personal, and psychological factors. Below all four

main factors will be presented shortly, but the main focus will be set on the

psychological elements because they include the most relevant discussion for this

research. The factors presented in the psychological and social part are: motivation,

perception, learning, beliefs and attitudes.

Figure 2. 2 Characteristics affecting Consumer Purchase Decision


2.1.3. Psychological Factors

2.1.3.1. Motivation

A motive is a need that is sufficiently pressing to direct the person to seek

satisfaction (Kotler & Armstrong, 2012). According to Perreault and McCarthy

(2005), Needs are the basic forces that motivate a person to do something. Some

needs are concerned with a person„s physical well-being; other with the individual„s

self-view and relationship with others. Needs are more basic than wants. Wants are

“needs” that are learned during a person„s life, and when need is not satisfied, it may

12

lead to drive. A drive is strong stimulus that encourages action to reduce a need.

Drives are internal; they are the reasons behind certain behavior patterns. In

marketing, a product purchase is the result of a drive to satisfy need.One popular

theory of needs is Maslow„s hierarchy of needs.

Figure 2. 3 Maslow's hierarchy of needs


According to McDaniel et.al (2006), Maslow„s hierarchy of needs is a method of

classify human needs and motivations into five categories in ascending order of

importance. The most basic human needs are physiological, that is the needs for

food, water, and shelter. These needs must be satisfied first because it is very

essentials. Safety needs include security and freedom from pain and discomfort.

After physiological and safety needs have been fulfilled, social needs, especially love

13

and sense of belonging, become the focus. Self-esteem needs include prestige, frame

and recognition of one„s accomplishment. The highest human needs are self-

actualization.

Motivation relationship to consumer purchase decision

With motivation being such a major influence on consumption pattern of the

consumer, there is a strong need to study it as part of marketing research. Qualitative

techniques of observation, focus groups and in-depth interview and analysis are used

to understand the latent motives of a consumer. The level of involvement (how

interested the consumer was about a product) determines the degree of motivation a

consumer had to buy that product. The source of stimulation and the particular

situation the consumer is in when he or she comes into contact with the product also

determine the level of involvement (Kotler & Armstrong, 2012).

The marketer has to understand how interested his consumer is and accordingly

formulate strategies and advertising. To conclude, the marketer who understands the

various needs that motivate a consumer make a decision in purchasing a product or

service and is able to design and showcase his products accordingly will be

successful.

2.1.3.2. Perception

According to Kotler and Armstrong (2012), Perception is the process by whichpeople

select, organize, and interpret information to form a meaningful picture of the world.

McDaniel et.al (2006), defined perception as the process by which people select,

organize, and interpret stimuli into a meaningful and coherent picture. In other

words, Perception determines what people see and feel. People can form different

perceptions of the same stimulus because of three perceptual processes:

Selective attention: our eyes and minds seek out and notice only information that

interests us.

14

Selective distortion: we screen out or modify ideas, messages, and information that

conflict with previously learned attitudes and beliefs.

Selective retention: we remember only what we want to remember.

Perception relationship to consumer purchase decision

Perception is the process through which a person forms an opinion about the various

stimuli he receives from his sensory organs. In marketing, perception is concerned

with understanding how the consumer views a product or service. The five senses of

a person help him in this process. The marketer uses various props to stimulate the

consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe

the product(Jafaar, Lalp, and Mohamed, 2012).

Marketers make use of perception to formulate marketing strategies. The marketers

use a perceptual map, wherein they find out the attributes or the characteristics that

the consumer associates with the product and they create the product

accordingly(Kazmi, 2012). Thus, in order to have a purchase decision from

consumer, development of a brand or the logo of the product, packaging of the

product, etc., have to be made keeping the consumer's perception in mind.

2.1.3.3. Learning

Learning is a process that creative changes in behavior, immediate or expected,

through experience and practice, McDaniel et.al (2006). According to Kotler and

Armstrong (2012), learning is a change in a person„s thought processes caused by

prior experience. Learning also determines what response is likely. In figure below,

we can see the learning process based on Kotler and Armstrong (2012).

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Figure 2.4 The Learning Process

(Source: Kotler and Armstrong, 2012, Principles of Marketing 14 th Edition)

The learning process above shown depending on the cues (products, signs, ads, and

other stimuli in the environment) an individual chooses some specific response. A

response is an effort to satisfy a drive. The specific response chosen depend on the

cues and the person„s past experience. Reinforcement of the learning process occurs

when the response is followed by satisfaction which means reduction in drive.

Reinforcement strengthens the relationship between the cue and the response (Kotler

& Armstrong, 2012).

Learning relationship to consumer purchase decision

Learning is a behavioral modification that occurs through experience or conditioning.

Researchers have carried out studies to understand consumer learning. According to

the behavioral learning theory, learning occurs from exposure to external stimuli

such as advertising and according to the cognitive learning theory, consumer learning

takes place by a process of internal knowledge transfer(Commuri and Gentry, 2000).

Therefore, it will lead the consumer make a decision in purchasing product or

service.

Drive

Cues

Reinforcement

Response

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2.1.3.4. Belief and Attitude

According to Kotler and Armstrong (2012), a belief is a descriptive thought that a

person has about something. Beliefs may be based on real knowledge, opinion, or

faith and may or may not carry an emotional charge. Beliefs are not so action-

oriented, it is possible to have a belief without really caring what it„s like. Based on

Johanna (2003), attitude describes a person„s relativelyconsistent evaluation, feelings

and tendencies toward an object or idea. Attitudes put people into a frame of mind of

linking or dislike things, of moving forward of away from them. According to

McDaniel et.al (2006), attitude could be defined as a learned tendency to response

consistently toward a given object, such as a brand. Because attitudes are usually

thought so as involving liking or disliking,they have some action implications.

Figure 2. 5 Attitude Components and Manifestations

(Source: Hawkins, Best, and Coney, 2004)

17

Cognitive component consists of a consumer„s beliefs about an object. For most

attitude objects, people have a number of beliefs. Beliefs can be about the emotional

benefits of owning or using a product (one can believe it would be exciting to own or

drive a convertible) as well as about objective features (Ruth, 2001). Many beliefs

about attributes are evaluative in nature. The more positive beliefs associated with a

brand, the more positive each belief is, and the easier it is for the individual to recall

the beliefs, the more favorable the overall cognitive component is presumed to be.

And because all the components of an attitude are generally consistent, the more

favorable the overall attitude is (Wanke, Bohner, & Jurkowitsch, 1997).

Affective component: Feelings or emotional reactions to an object represent the

affective component of an attitude. Marketers are increasingly turning their attention

to the affective or ―feeling‖ component of attitudes to provide a richer

understanding of attitudes than that based solely on the cognitive or ―thinking‖

component. As a consequence, marketers now commonly distinguish utilitarian or

functional benefits and attitudes from hedonic or emotional benefits and attitudes

(Palani and Sohrabi, 2013).

Behavioral component of an attitude is one„s tendency to respond in a certain

manner toward an object or activity Brand interest, as represented by tendencies to

seek out the brand on store shelves or search for brand information, also reflects the

behavioral component. The behavioral component provides response tendencies or

behavioral intentions. Actual behaviors reflect these intentions as they are modified

by the situation in which the behavior will occur (Hawkins & Mothersbaugh, 2010).

Belief and attitude relationship to consumer purchase decision

They are formed as we grow up, based on the environment in which we grow up.

Attitudes can be either of a high or low degree and the intensity depends on the

strength of conviction with which the person believes in them(Sukumar, 2013).

Belief and attitudes are measured to understand how the consumer might behave

18

toward a particular product. Belief and attitudes toward a product can be changed by

highlighting new functions of the product, or by associating them with celebrities, by

changing the beliefs a consumer has regarding the products, or by getting the

consumer more involved in the product (Kotler & Armstrong, 2012). Therefore,

belief and attitudes influence the way we think and behave and are therefore

important for the marketers who study them to understand how a consumer behaves

and make a decision in purchasing product or service.

2.2. Previous Research

Some previous researches related to this study are listed in the table below:

Table 2.1 Previous Researches

No Year Author Title Key Finding

1 2012 Sasongko

The Influence

of Motivation,

Perception and

Attitude

Toward Buying

Decision of

instant noodle

in Semarang

The result shows that the motivation,

perception, attitude relationship and

have with buying decision both

partial and simultaneous.

2 2012

Furaiji,

Łatuszyńska,

&

Wawrzyniak

An Empirical

Study of the

Factors

influencing

Consumer

Behavior in the

This research contributes to the

understanding of consumer buying

behavior in the noodle market. The

major findings of the study indicated

that the overall set of independent

variables was weakly associated

with the dependent variable.

19

noodle market However, the in-depth analysis

found that psychological factors and

marketing mix elements were

strongly associated with the buying

behaviors of Iraq consumers.

3 2009 Wahyuni

Analysis the

effect of

motivation,

perception, and

consumer„s

attitude towards

purchasing

The research found that and

motivation, perception, attitude

influence instant food purchasing

with positively and significantly

through purchasing decision of

instant food both partial and

simultaneous.

4 2012

Lawrence

Mandhlazi

Making

purchase

decision of

consumers in

the purchase of

food in

Kempton

Motivation, perception, learning and

belief & attitude partially and

simultaneously influencing

purchasing decision making.

5 2008

Staykova,

Stejskal &

Toufarova

Factors

Influencing

Consumer

Behavior in

purchase

instant product

The main aim of the article is to

understand the influence of factors

biasing purchase decisions

connected with measurement of

consumers„ involvement. The

performed survey showed that the

most important factors biasing

purchases groups of are all

20

instantproducts„ characteristics and

the perceived quality.

(Source: collected and constructed by researcher)

2.3. Theoretical Framework

In this research, researcher focuses on consumers psychological factors. Other factors

such as culture, social and personal will not be analyzed in this article.

Figure 2.6: Theoretical framework

(Source: adapted from Kotler and Armstrong, 2012)

Motivation (X1)

Perception (X2)

Learning (X3)

Belief & attitude (X4)

Consumer Purchase

Decision (Y) Simultaneously

Partially

21

2.4. Operational Definition

Table 2.2: Variable and Definition

Variable Definition Dimension

Motivation

(X1)

A need that is sufficiently pressing

to direct the person to seek

satisfaction of the need (Kotler and

Armstrong, 2014)

-Physiologicalneeds

-Safety needs

-Social needs

-Esteem needs

-Self-actualizationneeds

Perception

(X2)

The process by which people

select, organize, and interpret

information to form a meaningful

picture of the world (Kotler &

Armstrong, 2012)

- Selective attention

- Selective distortion

- Selective retention

Learning

(X3)

Changes in an individual„s

behavior arising from experience

(Kotler and Armstrong, 2014)

-Drive

-Cues

-Response

-Reinforcement

Belief and Attitude

(X4)

Belief: A descriptive thought that a

person holds about something

(Kotler & Armstrong, 2012)

Attitude: A person„s consistently

favorable or unfavorable

evaluations, feelings and

tendencies toward an object or

idea

-Belief

-Feelings

-Response Tendencies

(Source: constructed by researcher)

22

2.5. Hypothesis

A statistical hypothesis test is a method of making decision using experimental data.

Based on the constructed framework above, the hypothesis of this research are:

Hypothesis 1: Motivation has partial significant influence toward consumer purchase

decision of Indofood instant noodle in Cikarang.

Hypothesis 2: Perception has partial significant influence toward consumer purchase


Hypothesis 3: Learning has partialsignificant influence toward consumer purchase


Hypothesis 4: Belief and Attitude has partial significant influence toward consumer

purchase decision of Indofood instant noodle in Cikarang.

Hypothesis 5: Motivation, Perception, Learning, Belief and Attitude have

simultaneous significant influence toward consumer purchase decision of Indofood

instant noodle in Cikarang

23

CHAPTER III

RESEARCH METHODOLOGY

3.1. Research Design

3.1.1. Research Method

In doing research there are two research methods that a researcher can use. The two

methods are quantitative and qualitative. The method that is going to choose by the

researcher should be suitable for the problem that the researcher has. Qualitative

methods are often used for exploratory purposes or hypothesis generating while

quantitative ones are to test hypothesis. Qualitative research result in non-

quantification data; and quantitative research gives numerical analysis of the issues.

(Saunders, Lewis & Thornhill 2009).

In accordance with this research, the author used quantitative research method to

analyze factors that may influence to consumer purchase decision of Indofood instant

noodle in Cikarang, Indonesia. It is because Quantitative method is useful in

providing detailed planning prior to data collection and analysis; it provides tools for

measuring concepts, planning design stages and for dealing with population and

sampling issues (Render, Stair, & Hanna, 2006).

3.1.2. Research Framework

Research framework is defined as the flow of the research from the beginning until

the end of the research. The framework is beginning with problem identification.

After that, a literature review was done in order to able to base the research on

specific theories. Because the study used SPSS and quantitative method to analyze

the problems, the researcher needed to construct a questionnaire. The questionnaires

will be test by thirty different people to examine the validity and reliability of the

data. Then, the questionnaires were spread to 100 respondents and the data collection

was conducted by using SPSS 20.0 as a tool to analyze the data. From the data

24

analysis, researcher can give a conclusion and recommendations for the problems.

All steps conducted by the researcher are reflected in the following figure of research

framework.

25

Problem Identification and Problem

Statement

Theoretical Review

Construct

Questionnaire

Validity Test

Reliability Test

Data collection

Data Analysis and Interpretation

Conclusion and Recommendation

Yes

Yes

Figure 3.1: Research Framework

(Source: Self-constructed)

26

3.2. Sampling Design

Sampling design related to taking a portion of the population. Sampling design

categorize as a part of statistical methodology. There are two types of sampling

design probability sampling and nonprobability sampling. Probability sampling, the

elements in the population has some known non-zero chance or probability of being

selected as sample subject. Different with probability sampling, nonprobability

sampling is the element does not have a known or predetermined chance of being

selected as subject (Sekaran & Bougie, 2010).

3.2.1. Population

Population is a collection of groups that have the same characteristic andsample is

the part of group in the population that we choose as object of research. (Cooper and

Schindler, 2011). A population element is the individual participant or object on

which the measurement is taken. The research was conducted in Cikarang,

particularly in customer of Indofood are from 16 years old and older that presented at

Giant supermarket and Resto area.

3.2.2. Sampling Technique Applied

Population is about people, and the dwelling, location and environment that people

live in which can be defined in many ways, for example: by age, ethnicity, or

location. Based on Malhotra (2010) a research population is generally a large

collection of individuals or objects that is the main focus of a scientific query and it

is for the benefit of the population that researcher are done. Particularly in this

research, the population of research is the people from 16 years old and older that

presented at Giant supermarket and Citywalk area at Cikarang, Indonesia.

Sample is defined as a subgroup of the elements of the population selected for

participation in the study (Malhotra, 2010). Sampling is the process of selecting unit

(e.g.: people, organization) from a population of interest so that by studying the

27

sample researcher may fairly generalize result back to the population from which

they were chosen.

In accordance with this research, the author decided to use non-probability sampling.

This method is only giving the opportunity to the certain member of the population,

so it is closed to the other member of the population (Saunders, Lewis, & Thornhill,

2009). Convenience sampling method, finally, is chosen as the sampling technique.

Malhotra (2010) stated that respondent of convenience sampling are selected just

because they are easiest to recruit for the study in the area.

3.2.3. Sample Size

This is the unknown population. Sample size or the number of samples taken to be an

important issue when the type of research to be done is research that uses quantitative

analysis. Sekaran (2010) provided guidance on the determination of the number of

samples should be among 30 to 500 elements. He state that size of the sample can be

determined by calculating with below formula:

n = 5 x q

n = 5 x 20 = 100

With: n: number of sample

q: number of question

By that formula, minimum number of respondent in this research is 100 because

there are 20 questions. Researcher spread 100 just in case there are questionnaires

lost or left unfinished as those will not be counted. The number of 100 is very

applicable according to Sekaran (2010) in which they stated that number of samples

should be among 30 to 500 elements. Population is the whole object or subject in a

region and meets certain conditions and related with the problems which the sample

chosen for an exact purpose. A person is chosen as sample because the researcher

28

assumes that the person has relevant information toward the research and fulfilled the

criteria that are already determined by the researcher.

Based on that explanation, the samples in this study were selected as many as 100

respondents and eligible to be processed there as much as 100 respondents.

3.3. Research Instrument

Research instrument is the tool that used to answer the research questions that stated

in the previous chapter. The researcher intention is to gather the information from as

much various sources. Data can be obtained from primary or secondary data. Primary

data refers to information obtained first-hand by the researcher on the variables of

interest for specific purpose of the research. Secondary data means information

gathered from sources that already exist (Sekaran & Bougie, 2010). In order to fulfill

the validity of this research, the researcher use both primary and secondary data as

shown in the figure below:

29

Figure 3.2 Data Collection Method


3.3.1. Design of Questionnaire

In this case, the writer using the questionnaire enclosed is questionnaire that

presented in a form such that the respondents were asked to choose one answer that

suits the characteristics of him by giving the sign (x) or a checklist (√).The

questionnaire is only given to the consumer who has experienced with Indofood‟s

instant noodle product due to the validity of the answer.

Research

Primary data Secondary data

Data from journals,

articles, websites,…

Survey

Data collection

Data selection

30

Therefore based on the factors described above, research constructs the questionnaire

as following below:

Table 3.2: Pre-Questioner

Variable Indicator Measurement

Technique

Motivation

I bought Indofood instant noodles because it

is full fill my hunger

Likert Scale

This instant noodle ensures my health and

safety needs.

Likert Scale

I feel delicious when eating Indofood instant

noodle

Likert Scale

Eating Indofood instant noodle increases my

satisfaction

Likert Scale

Perception The taste of this instant noodle is better than

other instant noodles.

Likert Scale

Indofood instant noodle sauces are varied Likert Scale

The packaging of Indofood instant noodle are

attractive

Likert Scale

Indofood instant noodle are available in any

supermarket

Likert Scale

Learning I received Indofood instant noodle

information from advertisement

Likert Scale

I received Indofood instant noodle

information from store seller

Likert Scale


information from friends

Likert Scale


information from family members

Likert Scale

31

Beliefs &

Attitudes

I think that the price of Indofood instant

noodle is affordable

Likert Scale

I think Indofood instant noodle is worth

buying

Likert Scale

I think Indofood instant noodle have high

nutrition

Likert Scale

I think Indofood instant noodle have great

packing

Likert Scale

Purchase

Decision

Purchase of Indofood instant noodle is

beneficial for my daily life

Likert Scale

I always compare several alternative instant

noodle brands to choose the most appropriate

Likert Scale

I bought Indofood instant noodle base on my

need

Likert Scale

I willing to recommend my friend to buy

Indofood instant noodle

Likert Scale


3.3.2. Measurement of Variables

Each variable will be measured separately by the level of agreement of the

respondents. Respondents are asked to indicate their agreement with a specific

statement. The most popular agreement scale is the Likert scale (Phillips, Phillips and

Aaron, 2013).

The questionnaire usually uses Likert Scale and all statements that express either a

favorable and unfavorable attitude will be scaled through 5-point rating scale like the

Strongly Disagree, Disagree, Neither Agree nor Disagree, Agree, and Strongly

32

Agree. To answer the questions, respondents only have to mark (check, cross, or tick)

one of the columns. The point rating scale is explained as follow:

Table 3.2: Likert Scale

Description Rating Scale

Strongly Disagree 1

Disagree 2

Neither Agree nor Disagree (Neutral) 3

Agree 4

Strongly Agree 5

(Source: Cooper and Schindler, 2011)

3.4. Validity and Reliability

3.4.1. Validity Testing

Validity test represents how far the measurement can measure what the researcher

wants to measure, are we measure the right thing or not(Cooper and Schindler,

2011). Thus the validity test helps the researcher to ensure that each question asked

in the questionnaire is the right and appropriate. According to Mark, David and

Timothy (2009), there is a formula to test the validity of data by using the Correlation

of Coefficient of Pearson Product Moment based on the actual values of X and Y:

Formula 3.1: Coefficient of Correlation

(∑ ) (∑ )(∑ )

√[ (∑ ) (∑ ) ][ (∑ ) (∑ ) ]

(Source: Mark, David and Timothy 2009)

Where: n = the number or paired observation

∑ = the X variable summed

33

∑ = the Y variable summed

∑ = the X variable squared and the square summed

(∑ ) = the X variable summed and the sum squared

∑ = the Y variable squared and the square summed

(∑ ) = the Y variable summed and the summed square

∑ = the sum of the product of X and Y

In this research, the researcher will use SPSS 20 to calculate and check the validity of

the question based on the data of the pilot test.

3.4.2. Reliability Testing

The first requirement of a good instrument was reliability. The Reliability test of a

measure indicates the extent to which it is without bias (error free) and hence ensures

consistent measurement across the time and across the various items in the

instrument. In other words, the reliability of a measure is an indication of the stability

and consistency with which the instruments measures the concept and helps to assess

the goodness of measure(Sekaran and Bougie, 2010). Accurate questionnaire may

deflect the right question which is means when the question is asked for several

times, the interpretation would be the same from one respondent to another.

Measurement of Reliability (Internal-Consistency) in this research will use the

Cronbach‟s Alpha Coefficient; the equation is(Janzengroup.net , 2013):

Formula 3.2: Cronbach's Alpha

( )

(Source: Janzengroup.net , 2013)

Where: k = number of questions

r = average correlation between any two items

34

α = instrument reliability‟s coefficient

According to Malhotra and Peterson (2010) concluded that to achieve the moderate

scale reliability, the alpha value of all items that indicated the reliability statistics has

to be criterion of at least 0.60. The variable will be categorize as unreliable if the

cronbach‟s alpha of that certain variable is less than 0.60.

Table 3.4: Cronbach's Alpha Cofficient

Cronbach's alpha Internal consistency

α ≥ 0.9 Excellent

0.8 ≤ α < 0.9 Good

0.7 ≤ α < 0.8 Acceptable

0.6 ≤ α < 0.7 Questionable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

(Source: Malhotra and Peterson (2010)

3.5. Data Collection Procedure

One of the most important steps in the process of writing a report is gathering

information because a useful data can bring supportive problem answers. In this

particular study, the researcher used two types of data. There are primary data and

second data.

3.5.1. Primary Data

Primary data in this research of “Analysis of psychological factors influencing the

consumer purchase decision of Indofood instant noodle in Cikarang” is obtained

directly from the questionnaires that used for survey. Questionnaires are a technique

of data collection done by giving series of written statements that are consists of

research variables. Questionnaire provided a means of collecting primary data that

35

was quantified to be used in the analysis process in order to draw conclusions based

on the sample. In designing the questionnaire, questions were kept short, simple and

clear to ensure proper understanding of the questions and an ease of answering for

the respondent.

3.5.2. Second Data

Secondary data is the data collected and gathered available sources to support the

research. Second data come from Internet sources cosmetic and instant noodle market

in Indonesia, instant noodle product, reference books, journals and articles, some

previous researches with same topic. However, we mainly rely on reliable sources on

the web to ensure the credibility of our study. This data will provide many benefits to

this research in saving time and cost with useful data.

3.5.3. Descriptive Testing

Standard deviation

The standard deviation is a numerical value used to indicate how widely individuals

in a group vary. If individual observations vary greatly from the group mean, the

standard deviation is big; and vice versa.

Fomula 3.3: Standard deviation

(Source: explorable.com accessed: 2015)

With: σ = standard deviation

xi = each value of dataset

= the arithmetic mean of the data

https://explorable.com/arithmetic-mean

36

N = the total number of data points

Maximal: Data value that is greater than or equal to all other values in our set of data

Minimum: Data value that is less than or equal to all other values in our set of data

3.6. Hypothesis Testing

3.6.1. Multiple Regression Analysis

In this study, the researcher used multiple regression tools to conduct the research.

According to the Basic Business Statistic book established 2012 by Mark, David and

Timothy, multiple regression models is used for estimating or forecasting the value

of variable Y, which calculated using several variables that affect Y. The research on

relationship between one dependent variable (Y) with four other independent

variables (X1, X2, X3, and X4) used to understand the relationship between them.

The result from this regression analysis will be used to accept or to reject the

hypothesis as to observe whether there is any effect or not between dependent and

independent variables. The underlying multiple regressions model will be used:

Formula 3.4: Multiple Linear Regression Model

(Source: Mark, David and Timothy 2012)

Where: Y = Consumer purchase decision (Dependent Variable)

= Y intercept

- = Regression Coefficient

X1 = Motivation (Independent Variable)

X2 = Perception (Independent Variable)

37

X3 = Learning (Independent Variable)

X4 = Belief and Attitude (Independent Variable)

e = Random Error

In order to see the correlation between dependent variable and independent variable

in this study, there are three tests that have to pass in the regression model which is

called classical assumption.

3.6.2. Classical Assumption

In order to use the multiple regression models, classical assumption test is need to

implement such as normality test, multicollinearity and heteroscedascity test.

3.6.2.1. Normality Test

Normality test is test that is used to determine whether the data is well set-modeled

by a normal distribution or not, or to compute how an unlikely random variable is to

be normally distribute. According to Barbara, Brian and Jonathan (2012), the data

can be defined as normally distributed when it has the curve in the histogram is

shaped like bell. Thus, the researcher will use the graphical method in the normality

test. This test can be done by producing histograms for the residual as well as normal

probability plots, in order to inspect the distribution of the residual values(Mark,

David and Timothy, 2012).

Theory driven plot consist of P-P plot (probability-probability plot), in this part the

researcher will get normal data if the plot is distributed by following the shape of

line. The normality test also can be done by using SPSS 20.0 statistical software.

3.6.2.2. Multicollinearity Test

Multicollinearity test is a test that used to know or detect whether any independent

variable that correlated strongly to each other in the multiple regression models.

Multicollinearity is situation that researcher have to avoid because it will not good

38

for independent variable correlated strongly to each other. Multicollinearity does not

affect the multiple regression equation‟s ability to predict the dependent variable.

However, it might show unexpected results on the relationship between each

independent variables and the dependent variable(Mark, David and Timothy, 2012).

In order to measure multicollinearity, variance inflation factor (VIF) is used to

measure. Normally, VIF measure how much the variance of the estimated

coefficients is increased over the case of no correlation among the X variables. The

formula for VIF is:

Formula 3.5: Variance Inflation Factor model

(Source:Lind, Marchal and Wathen, 2012)

The term refers to the coefficient of determination, where the selected

independent variable is used as a dependent variable and the remaining independent

variables are used as independent variables. The researcher will determine whether is

there any correlation between one or two independent variable by looking at VIF

value. According to Lind, Marchal and Wathen(2012), a VIF greater than 10 is

considered unsatisfactory, indicating that the independent variable should be

removed from the analysis. When VIF is under 10, it means that there is no

multicollinearity problem aroused.

3.6.2.3. Heteroscedasticity Test

One of the classic assumptions of the regression model is that the disturbance

variance is constant, or homogeneous, across observation. If this assumption is

violated, the errors are said to be “heteroscedastic”. Heteroscedaticity often arises in

the analysis of cross sectional data and time series data (Lind, Marchal and Wathen,

2012).

39

Heteroscedaticity test is used for knowing whether the data is not normally

distributed and it also use to know if the variance terms of errors are difference

across observations. It can be seen from the scatter plot by looking at distribution of

residual value toward the predicted value. If the distribution is spread randomly

without any systematic pattern, then the data is passed the heteroscedaticity test.

3.6.3. Testing the Hypothesis

To determine the linear relationship between X and Y, a statistical test (F-Test and T-

Test) is performed. The null hypothesis is that there is no linear relationship between

the two variables (β ≠ 0), and the alternate hypothesis is that there is a linear

relationship (β = 0). If the null hypothesis can be rejected, then we have proven that a

linear relationship does exist.

3.6.3.1. F-Test

F – Test determines whether or not there is a relationship between set of independent

variables and dependent variable. The analysis shall show how effect for all related

variables is. In other words, F- Test is used to statistically test the null hypothesis that

there is no linear relationship between the X and Y variables. For the testing

hypothesis, the researcher used confidence interval of two – tailed 95%, the 5%

significance (α = 0.05) outside the confidence level leads to rejection of null

hypothesis. 5% significance level is applied since the research is within boundary of

social science, in which the 5% significance is customary. In testing the value of α, F

– test is conducted. If the significance level of the F – Test is low (significance level

α used is 0.05), H0 is rejected and concluded there is a linear relationship (Lind,

Marchal, & Wathen, 2012). F – test and significance of F – value, for this test, if the

F – value is significant, this means that a significant difference between the groups

on this variable is found.

H0: β1 = β2 = β3 = β4 = 0, if significant F > 0.05, accept H0

40

Ha: at least there is one (βj ≠ 0), if significant F < 0.05, reject H0

Formula 3.6: F - Test

[ ]

[( ) ( )]

Source:(Lind, Marchal and Wathen, 2012)

Where: F = Statistic test for F distribution

R2 = Coefficient of determination

K = Number of independent variables in the model

N = Number of sample period

3.6.3.2. T-Test

The T-Test is applied to determine the partial relationship between each independent

variable (coefficient) and the dependent variable. The null hypothesis is that the

coefficient of X (i.e., the slope of the line) is 0. If the significance level for the T-Test

is low (significance level α used is 0.05), we reject H0 and conclude there is a linear

relationship, and vice versa(Lind, Marchal and Wathen, 2012).

H0: β1 = 0, if Significant T> 0.05, accept H0

Ha: β1 ≠ 0, if Significant T < 0.05, reject H0

The strength of the relationship between two numerical variables was measured using

correlation coefficient (r), the test for the existence of correlation is using t test

Formula 3.7: T - Test

(Source: Lind, Marchal and Wathen, 2012)

41

With: t = statistic test for t distribution

bj = sample slope

βj = slope of the population

Sbj= standard error of the slope

In this research, the researcher would use the output from SPSS 20.0 from primary

data to analyze for accuracy results.

3.6.3.3. Standardized / Unstandardized coefficient

Standardize regression coefficients are in parentheses. These can be used to compare

the importance of the independent variables within each of the four regressions, that

is, within each of the four ballot measures. The unstandardized coefficients are useful

to compare each variable between the regressions. Remember that a variable‟s

unstandardized coefficients (β) can only be compared with other variables measured

in the same units (like population density for each of the ballots). Standardized

coefficients (Beta) are best for comparing two or more variables that have different

measurement unit. In this research the researcher use unstandardized coefficient.

3.6.3.4. The coefficient of determination (r²)

Adjusted Coefficient of Determination (R2): is a version of R-squared that has been

adjusted for the number of predictors in the model. R-squared tends to over-estimate

the strength of the association especially if the model has more than one independent

variable.

42

Formula 3.8: Adjusted Coefficient of Determination

(Source: Lind, Marchal and Wathen, 2012)

With:

R2adj = Adjusted coefficient of determination

n = number of observations

k = number of independent variables

43

CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1. Company Profile

4.1.1. PT Indofood Sukses Makmur

PT. Indofood Sukses Makmur was established in 1968 under the name of PT.

Panganjaya Intikusuma and changed its name to PT Indofood in 1994. In recent

decades, PT. Indofood has transformed into a Total Food Solutions company with

operations covering all stages of the food production process, from production and

processing of raw material to the final product available in the market. The company

conducted an IPO in 1994 by issuing 763 million shares at par value of Rp. 1000 per

share. In the 25 years of his business, many companies make acquisitions as a way to

make the company's business development as the number one company in the food

and beverage industry in Indonesia. Now, PT. Indofood known as an established and

leading company in each business category. In carrying out its operation, Indofood

gain benefit from business model consisting of four Strategic Business Group which

are complementary, namely Consumer Branded Product (CBP), Bogasari,

Agribusiness Distribution.

As one of the largest food companies in Indonesia, Indofood are in a good position to

be able to seize the opportunities and meet the challenges of the market. With a

market capitalization more than 50 trillion at the end of 2012 makes the PT. Indofood

Sukses Makmur the main player in the food and beverage industry with a market

share of 75%. In accordance with company's vision "Total Food Solutions", PT.

Indofood continue to develop and implement business strategies to be able to create

long-term business success and as an effort to develop company's competitive

44

position amid competition. Business strategy creation for the company done by score

mapping for internal and external factors, score results will be mapped in a matrix

that describes the position and alternative strategies that can be implemented in the

company.

4.1.2 Vision and Mission

Vision: A Total Food Solutions Company.

Mission:

In accordance with Indofood‟s general mission, Indofood Indonesia then established

these following missions:

a) To provide sustainable solutions for food needs

b) To continuously improve our people, processes and technologies

c) To contribute to the welfare of the society

d) To continuously improve stakeholders‟ values.

Value:

“With discipline as the basis of our way of life; we conduct our business with

integrity; we treat our stakeholders with respect; and together we unite to strive for

excellence and continuous innovation.”

4.1.3 Product Information

As one of the world‟s largest instant noodle producers, Indofood‟s Noodles Division

continues to be in the forefront in the instant noodle industry in Indonesia, renowned

for producing high quality, good tasting and value for money products. Our

established brands - Indomie, Supermi, Sarimi, Sakura, and Pop Mie cater to

consumers from all walks of life and command a high degree of customer trust and

loyalty.The kind of Indofood instant noodle product sold in Indonesia that listed as

follows

45

Table 4.1: Kind of Indofood Products

Product Picture Product Name

Indomie has been launched since 1982 and now

available in many countries, such as: USA,

Australia, England, Middle east etc. Just don‟t

miss all Indomie flavors.

You can't claim to be an Indonesian if you

haven‟t heard of Supermi. As an instant noodle,

Supermi has been going through a long journey

and had also had various changes of packaging.

Now Supermi has a more modern feel and

remains in a class of its own.

Sarimi is another product from Indofood that has

long been providing delights for the Indonesian

palate. Don't miss out on the various flavors that

Sarimi has to offer including the latest Sarimi

Soto Koya Jeruk Nipis and Sarimi Soto Koya

Pedas.

Good price and Good taste.

POP Mie a practical form of instant noodles that

is ready to keep beside you at any given time.

Simply pour in hot water, leave for five minutes,

and you're all set!

(Source: Indofood Indonesia Website, 2014)

46

4.2. Data analysis

4.2.1.Variable Frequency

A. Reliability test

According to Malhotra (2010), if the Cronbach‟s alpha is less than 0.6 the variable is

not reliable. The computed Alpha values for the research variables are shown in table

4.2 as follows:

Table 4.1 Reliability test

Variables Cronbach‟s

Alpha

Cronbach‟s

Alpha

Standard

N of

items

Reliability

ALL VARIABLES

Motivation (X1) 0.791 0.6 5 Reliable

Perception (X2) 0.800 0.6 5 Reliable

Learning (X3) 0.900 0.6 5 Reliable

Belief and Attitude (X4) 0.835 0.6 5 Reliable

Consumer purchase decision

(Y)

0.877 0.6 5 Reliable

(Source: Data processing result SPSS 2.0)

B. Validity test

According to Shepherd and Wiklund (2009) based on the correlation coefficient, the

concurrent validity is determined as follows high (r ≥ 0.5), moderate (0.3- 0.5), low (r

= 0.1- 0.3) and no (r ≤0.1) (Brännback, Carsrud, & Kiviluoto, 2013). In this research,

47

with 2- tailed testing, α = 0.05, n = 30 respondents, the critical value of r = 0.361.

The validity test is presented as follows:

Table 4.3 Validity test

Variables Statement r compute

value

R

critical value

Validity

Motivation (X1)

Motivation

Q1 0.784 0.361 Valid

Q2 0.714 0.361 Valid

Q3 0.541 0.361 Valid

Q4 0.758 0.361 Valid

Perception (X2)

Perception

Q5 0.699 0.361 Valid

Q6 0.730 0.361 Valid

Q7 0.748 0.361 Valid

Q8 0.670 0.361 Valid

Learning (X3)

Learning

Q9 0.744 0.361 Valid

Q10 0.903 0.361 Valid

Q11 0.782 0.361 Valid

48

Q12 0.843 0.361 Valid

Belief and Attitude (X4)

Belief and

Attitude

Q13 0.759 0.361 Valid

Q14 0.745 0.361 Valid

Q15 0.634 0.361 Valid

Q16 0.823 0.361 Valid

Consumer Purchase Decision (Y)

Consumer

Purchase

Decision

Q17 0.909 0.361 Valid

Q18 0.635 0.361 Valid

Q19 0.823 0.361 Valid

Q20 0.781 0.361 Valid

(Source: Data processing result SPSS 2.0)

The entire items are valid with r always higher thanrtable. Therefore, the researcher

decided to choose all the questions into the questionnaire for real samples.

49

4.2.2. Demographic Profile

A. Gender

The questionnaire is only given to the one who is purchasing instant noodle products.

And there are 53 Males and 47 Females are respondents for this questionnaire. This

gender description is presented as below:

Figure 4.1 Gender of Respondents

(Source: Primary data)

From this figure above it can be explained that from total 100 respondents,

the results show that 47% are male and 53% are female. Therefore, majority of the

respondents are female.

47%

53%

Gender

Male Female

50

B. Age

In this research, according to data collected from consumers used products. The age

of respondents are almost from 16 – 20 years old which stated 18 respondents, the

next is from 21 – 30 years old which stated 42 respondents and the age above 30

years old was 40 respondents. The following is the description.

Figure 4.2 Age of Respondents


Based on figure 4.2, we can see that 18% are 16-20 years old, 42% are 21-30 years

old and 40% are above 30 years old. Therefore, majority of the respondents are at the

age of 21-30 years old.

18%

42%

40%

Age 16-20 years 21-30 years >30 years

51

C. Monthly income/ Allowance Levels

Based on the 100 respondents‟ monthly income/ allowance which is divided into 3

levels,so the result of the analysis could be seen in below:

Figure 4.3 Monthly income/ Allowance Levels


Figure 4.3 demographic profile of the respondent (monthly income). Show that 46%

(46 respondents) have monthly income < Rp. 1.5 million, 48% (48 respondents) have

monthly income Rp. 1.5 – 7.5 million, 6% (6 respondents) have monthly income

>Rp. 7.5 million. Therefore, the majority of the respondents have monthly income

Rp. 1.5 – 7.5 million

46%

48%

6%

Monthly Income/ Allowance < Rp. 1.5 mil Rp. 1.5 mil - 7.5 mil > Rp. 7.5 mil

52

D. Frequency of purchase for instant noodle products during a month

Based on the 100 respondents‟ frequency of purchase for instant noodle products

during a monthis divided into 3 levels,so the result of the analysis could be seen in

below:

Figure 4.4 Frequency of Purchase instant noodle product during a month


Figures above show that the number of consumers buying the instant noodle of

Indofood from 1 to 2 times by 28%, 3 to 4 times about 25% and about 47% on 4

times. Therefore, majority of the respondents have 4 times frequency of purchase for

instant noodle products during a month.

28%

25%

47%

Frequency

1 or 2 times 3 - 4 times > 4 times

53

4.2.3.Descriptive Analysis

Table 4.4 Descriptive statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

X1 100 1.50 4.50 3.0520 .64774

X2 100 1.25 4.25 3.1075 .52974

X3 100 1.00 4.50 3.0200 .69874

X4 100 1.25 5.00 3.0825 .73431

Valid N (listwise) 100

(Source: Data Processing Result of SPSS 2.0)

The table shows the respondents‟ responses to four statements about their

susceptibility towards Motivation (X1), Perception (X2), Learning (X3), Belief and

Attitude (X4). Based on the result, the most dominant variablein term of independent

is Perception with mean value of 3.1075.

4.2.4. Classic Assumption Test

1. Normality Test

The normality can be measured by seeing the P-P plot and histogram.

54

Figure 4.5. Histogram Chart

(Source: Primary Data – SPSS 20)

From histogram in figure 4.5, the histogram is bell-curved shared. It means that the

data have variation of value make it normally distributed which can be used to

approximate various discrete probability distributions and eligible to conduct

research.

55

Figure 4.6. P-P Normality Plot


Based on the P-P plot curve that been shown in the Figure 4.6 above, we can assume

that the data was normally distributed as the criteria of the normality in P-P plot is

spreading approximately surrounding the diagonal direction of the line, besides that

data also not seriously deviated from the line that means the distribution is normal

and be ready to test for next step of research.

2. Multicollinearity Test

In order to do Multicollinearity test, the researcher used variance inflation factor

(VIF) to check. VIF has function to measure how much the variance of the estimated

coefficients is increased over the case of no correlation among the variables. On the

56

basis of the criteria, all VIF values should be less than 10.0 (Render, Stair and Hana,

2006).

Model

Collinearity Statistics

Tolerance VIF

1 (Constant)

X1 .242 4.110

X2 .607 1.646

X3 .228 4.379

X4 .377 2.650

Figure 4.7. VIF Result (Source: Primary Data – SPSS 20)

Figure 4.7 shows that all the variables have VIF values which less than 10. It mean

that in this regression model there is no multicollinearity exist.

3. Heteroscedasticity Test

Heteroscedasticity typically occur when the variable is not distributed in a normal

manner or when a data transformation procedure has produced an unanticipated

distribution for a variable (Render, Stair and Hana, 2006).

A data can be excluded as heterocedasticity if the data scatter plot are spread

randomly and does not make certain pattern such as decreasing or increasing pattern.

57

Figure 4.8. Heteroscedascity Test


From this Figure 4.8, the variable are scattered all over the graph. There is no

Heteroscedasticity problem. Hence this regression model is eligible to be used to

predict the product quality based on the independent variables.

4.2.5. Hypothesis test

This research uses multiple linear regression analysis because the model has two

variables. The hypothesis testing is conducted through F- test and t- test. The effect

of independent variable individually toward dependent variable will be used the

partial t-test. F-test will be used to test the influences of all independent variables to

58

dependent variable simultaneously. Each independent variable is significant if p-

value is less than 0.05.

4.2.5.1. Coefficient of Determination (R2)

Table 4.5 Coefficient Determinant (R2)

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .882a .778 .769 .34756 1.984

a. Predictors: (Constant), X4, X2, X3, X1

b. Dependent Variable: Y

(Source: Data Processing Result made by SPSS 2.0)

Based on the table above, it shows that the value of Coefficient of determination

(Adjusted R Square) is 0.769. It means that the independent variables (Motivation,

Perception, Learning, Belief and Attitude) can explain 76.9 percent of the variation in

dependent variable (Consumer Purchase Decision). Meanwhile, other variables

(Personal Factors, Social Factors and Cultural Factors) 23.1 percent is unexplained in

this study.

In addition, the coefficient correlation (R) is 0.882 or 88.2 percent which means the

degree of association between all of the independent variables and dependent

variable is very strong since it is above 0.5.

59

4.2.5.2. F-Test

F-test is conducted to test whether all independent variables have simultaneous affect

the dependent variables. The result of F-Test using SPSS 20 is presented below.

Table 4.6 F-test

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 40.227 4 10.057 83.251 .000b

Residual 11.476 95 .121

Total 51.703 99

a. Dependent Variable: Y

b. Predictors: (Constant), X4, X2, X3, X1


There are two hypotheses that are:

H0: β1 = β2 = β3 = β4 = 0, if significant F > 0.05, accept H0

Ha: at least there is one (βj ≠ 0), if significant F < 0.05, reject H0

From the output of F-test in ANOVA, it shows that F calculated is 83.251 with the

Sig value of 0.000< 0.05, therefore the null hypothesis H0 is rejected and the

alternative hypothesis Ha is accepted.

4.2.4.2 T-test

The t – test is conducted in order to test the significant of each independent variables

towards the dependent variable which mean to examine whether motivation,

perception, learning, belief and attitude influence consumer purchase decision.

60

Table 4.7: T-test

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) -.298 .215 -1.383 .170

X1 .266 .109 .239 2.434 .017 .243 4.110

X2 .281 .085 .206 3.319 .001 .607 1.646

X3 .033 .105 .032 .320 .750 .228 4.379

X4 .512 .077 .520 6.606 .000 .377 2.650

a. Dependent Variable: Y


Based on the above table, obtained the model multiple linear regression

Unstandardized Coefficients as follows:

Y= - 0.298+ 0.266 X1 + 0.281 X2 + 0.512 X4

Table 4.7 above shows the significance value of each independent variables of the

research. The results according to the data processing result of SPSS version 20.0 are

as follow:

1. The significance value of Motivation influence according to the table above is

0.017 which is less than the significant level of 0.05. Then, H01, rejected,

which means there issignificant influence from Motivation toward consumer


2. The significance value of Perception influence according to the table above is

0.001 which is less than the significant level of 0.05. Then, H02, rejected,

which means there is significant influence from Perception toward consumer


61

3. The significance value of Learning influence according to the table above is

0.750 which is greater than the significant level of 0.05. Then, H03 is not

rejected, which means there isno significant influence from Learning toward

consumer purchase decision of Indofood instant noodle in Cikarang.

4. The significance value of Belief and Attitude influence according to the table

above is 0.000 which is less than the significant level of 0.05. Then, H04,

rejected, which means there is significant influence from Belief and Attitude

toward consumer purchase decision of Indofood instant noodle in Cikarang.

4.3. Interpretation of Result

Based on the data analysis above, the researcher can make an interpretation of the

data analysis:

A. Motivation

According to the result of F-test and t-test, motivation influences the consumer

purchase decisionand it is significant toward consumer purchase decision. The t-

value of motivation variable as shown in table 4.7 is 2.434 which means that increase

in motivation variable will influence to increase consumer purchase decision. This

makes motivation variable become one of the factor influence toward consumer

purchase decision. The influence of motivation variable is significant since the

significance level of this variable is 0.017 which is less than 0.05.

Based on the statement above, it is clear that Indofood instant noodle consider

motivation as an important and significant factor that influence toward consumer

purchase decision. It makes sense because consumers need an instant noodle which is

good quality, healthy and safe. Its models are in accordance with the present trend.

Those needs are successfully satisfied by Indofood instant noodle.

B. Perception

62

According to the result of F-test and t-test, perception influences the consumer

purchase decisionand it is significant toward consumer purchase decision. The t-

value of perception variable as shown in table 4.7 is 3.319 which means that increase

in perception variable will influence to increase consumer purchase decision. This

makes perception variable become one of the factor influence toward consumer

purchase decision. The influence of perception variable is significant since the

significance level of this variable is 0.001 which is less than 0.05.

Based on the statement above, it can be concluded thatperception is one of the key

psychological factors that influence consumer purchase decision. The more

information consumers have about a product, the more comfortable they are buying it

(Mack, 2013).Although awareness of a consumers for the instant noodle product will

be limited to the noodle until they started buying the instant noodle

product.Consumers demand will be based on the information that was conveyed to

evaluate and compare their personal needs. Finally they will make a purchase

decision.

C. Learning

According to the result of F-test and t-test, learning variable is categorized as a

variable that influences the consumer purchase decision however it is not significant

towards the consumer purchase decision. It is shown on table 4.7 that is the t-value of

the learning variable is 0.320 which means that increase in learning variable will

influence to increase consumer purchase decision. However, the influence towards

consumer purchase decision it not significant since the significance value of

learningvariable is 0.750 which is greater than 0.05. Despite, it has to be taken into

account that the learning variable has influence on consumer purchase decision.

Based on the statement above, it can be concluded that the consumer or in this

research referred as Indofood instant noodle consumers believed that the process of

learning was not necessary.Factors of learning in the research questionnaires is to

63

describe the changes in the behavior of individuals derived from experience. In fact,

learning is only a small part of the consumers purchase decision as the remaining

factor is much bigger impact when we scrutinized the psychological process of

humans.

D. Belief and Attitude

According to the result of F-test and t-test, belief and attitude influences the

consumer purchase decisionand it is significant toward consumer purchase decision.

The t-value of belief and attitude variable as shown in table 4.7 is 6.606 which means

that increase in belief and attitude variable will influence to increase consumer

purchase decision. This makes belief and attitude variable become one of the factor

influence toward consumer purchase decision. The influence of belief and attitude

variable is significant since the significance level of this variable is 0.000 which is

less than 0.05.

Based on the statement above, it can be concluded that most of consumers have

positive belief and attitude toward Indofood instant noodle which strongly influence

their purchase decision.The beliefs and attitudes factors that the research

questionnaires is to describe the good or bad evaluation based on sustainable

awareness, emotional feelings and the trend of an action for an object or a certain

idea. The various function of attitude lead to the consumer„s overall attitude toward

engaging in the given purchase decision, thus influencing consumer behavior.

64

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1. Conclusion

The purpose of the study is to identify whether there is an influence of psychological

factors to the consumers‟ purchase decision. The research has answered the statement

of problems and given the forecasting model of consumer purchase decision. The

answers are shown below.

1. Motivation variable represented the susceptibility of the consumer purchase

decision.It is found that motivation variable has significant influence toward

theconsumer purchase decision.

2. Perception variable represented the susceptibility of the consumer purchase

decision.It is found that perception variable has significant influence toward

the consumer purchase decision.

3. Learning variable represented the susceptibility of the consumer purchase

decision.It is found that learning variable has no significant influence toward

the consumer purchase decision.

4. Belief and attitude variable represented the susceptibility of the consumer

purchase decision.It is found that belief and attitude variable has significant

influence toward the consumer purchase decision.

5. The research result simultaneously or jointly showed that the motivation,

perception, belief and attitude have significant influence toward the consumer


65

5.2. Recommendation

5.2.1. For the company

As it stated above in the conclusion part, there are three independent variables of

psychology of consumers‟ which have given significance affect toward the

consumers purchase decision of Indofood instant noodle, the first independent

variable is motivation. According to the research that researcher got in this study, a

good quality and design of instant noodle products with supporting from various

unique features will able to boost the product sales of the Indofood. It means that

people can be motive by their satisfaction. Therefore according to the results that the

researcher got from this study is that the better product quality and any other benefits

or advantages that Indofood can offer to their consumers through their products, it

will boost the consumers purchase decision.

The second independent variables is perception, perception is the most significance

independent variable of psychology of consumers' before the consumers decide to

purchase an certain products which can match with their needs and also that can offer

them a sense price. According to the results that researcher got in this study, the

researcher got that consumers will happily or delightfully to purchase a product

which can offer them a price that match with the quality of the instant noodle. The

less expensive cost with more values and benefits that company offers to their

consumers will lead to increasing of consumers buying decision especially for

consumers. The researcher recommended to company to always keeps balance

between the products values and the products price, the products will be able to hit

the market and increasing the consumers buying decision.

For the third is learning variable, according to the results that researcher got on

chapter four and the interpretation of results. Although the people variable is not

significance toward the consumers buying decision of Indofood's instant noodle

products among the consumers however the learning variable still influence the

66

consumers buying decision of Indofood among the consumers. Therefore based on

the results that the researcher got in this study, the researcher would like to

recommend to Indofood to keep gives more training to their consumers with useful

information and interesting experiences of the company gives the consumers.

Indofood should use all resources to help consumers more considerate to consumers

to better understand the products that the company offers. This would be the way to

consumers proactively to the company and the company thus better able to improve

their shortcomings.

The final independent variables is belief and attitude, according to this study, the

researcher found that process also plays roles that also can influence the Indofood

consumer purchase decision. As the results that had been showed on chapter four and

the interpretation of results, the researcher would like to recommend for Indofood to

follow like what have instant noodle producer did. According to the results, the

consumers more prefer to buy a product which not easy to get and necessary for them

to put more effort to buy the product. It might be that they thought the easier for the

products to be bought by the consumers will lead to think of ordinary or not special

products which everyone can buy it.

5.2.2. For the Future Researchers

In this research, the researcher studies psychological. Therefore, the next researcher

should consider other factors which are considered giving influence toward

Consumer Purchase Decision such as social factor, culture factor and personal

factors. The author hopes that adding more variables may give more knowledge in

this field of study.

67

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APPENDIX A: QUESTIONAIRES

Purchase decision making in buying Indofood’s instant noodle

This is the questionnaire to collect your motivation, perception, learning, belief &

attitude about the purchase decision making in buying instant noodle. Please tick in

the box as your answer. To serve and provide to customers the best products and

services from Indofood. I highly recommend you to fulfill those questions below

correctly and honestly. All responses will be kept anonymous. All information is

treated as PRIVATE and CONFIDENTIAL and only used for the academic research

purpose. Your cooperation in this degree project is greatly appreciated.

Thank you for your valuable time!!

SECTION A

In this section we would like to find out a little more about the characteristics of

customers who purchase instant noodle productsof Indofood. Please place a cross (x)

in the appropriate block.

1. Gender:

□ Male □ Female

2. Age:

□ 16-20 □ 21-30 □ >30

3. Frequency of purchase instant noodle during a month:

□ < 2 times □ 3-4 times □ > 4 times

4. Monthly income level:

□ < Rp. 1.5 mil □ Rp. 1.5 - 7.5 mil □ > Rp. 7.5 mil

72

5. Have you ever bought Indofood instant noodle?

□ Yes □ No

(If the answer is “No”, you can finish the questionnaire here. If it is “Yes”, please continue following

questions)

SECTION B

To answer each questions, simply circle/cross/mark one of the number that

representing your opinion towards the statement given (1 = strongly disagree, 2 =

disagree, 3 = neutral, 4 = agree, 5 = strongly agree)

No

Motivation

Score

Statements 1 2 3 4 5

1 I bought Indofood instant noodles because of the quality is good.

2 This instant noodle ensures my health and safety needs.

3 I feel delicious when eating Indofood instant noodle

4 Eating Indofood instant noodle increases my satisfaction

No

Perception

Score


1 The taste of this instant noodle is better than other instant noodles.

73

2 Indofood instant noodle sauces are varied

3 The packaging of Indofood instant noodle are attractive

4 Indofood instant noodle are available in any supermarket

No

Learning

Score


1 I use a lot of time and effort to buy the best quality instant noodle.

2 The more instant noodle product information, the harder it seems to

choose the best.

3 The higher the price of a product, the better its quality.

4 I always get a good value when I purchase in this instant noodle.

No

Beliefs & Attitudes

Score


1 I usually buy low price instant noodles.

2 I am satisfied with the purchase of the instant noodles.

3 My standard and expectations on the quality of the instant noodles

I purchased are very high.

4 Nice packaging is very important for me.

74

No Customer Buying Decision Score


1 You decide to purchase Indofood‟s instant noodle products

because you need of instant noodle.

2 You choose our instant noodle products because you have seen its

advertisement in print ads or electronic ads.

3 You choose Indofood's instant noodles because Indofood can give

you more benefit, variety of taste, affordable and quality that you

want than others instant noodle products

4 You will purchase our instant noodles product again because you

feel satisfied.

Thank you for time and your cooperation. Your views are much appreciated!

75

APPENDIX B: DATA

Part A. RAW DATA OF QUESTIONNAIRES

Questions Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20

1 3 3 3 4 3 2 2 3 1 3 4 4 4 5 2 3 3 4 3 3

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

3 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

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

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

6 3 3 3 3 4 3 3 3 3 3 4 4 3 3 3 3 3 3 2 4

7 4 4 4 5 4 4 4 3 4 4 5 4 4 4 3 3 3 3 2 4

8 2 3 3 3 3 3 4 2 3 3 3 5 4 4 3 4 3 4 2 2

9 4 4 4 4 3 4 3 5 5 3 4 3 4 2 3 2 5 5 3 3

10 3 4 5 3 3 3 4 4 5 5 2 4 4 4 4 5 4 5 3 3

11 4 4 5 4 4 3 3 3 5 5 3 3 5 4 5 5 5 4 5 5

12 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4

13 3 4 4 5 3 3 3 5 4 4 5 4 4 1 4 3 5 4 4 4

14 4 4 4 4 3 3 3 4 4 4 4 5 4 4 4 4 3 3 3 3

15 4 3 3 3 2 3 3 3 3 3 3 3 3 2 3 2 3 3 3 3

16 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

17 3 3 3 3 2 4 3 3 3 3 3 4 3 4 3 3 3 3 4 3

18 4 3 3 3 3 3 3 4 3 3 2 3 2 2 3 3 3 2 3 3

76

19 3 2 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

20 3 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 4 4 4 4

21 3 3 3 3 2 3 3 3 3 4 3 4 1 1 4 4 3 3 2 2

22 2 3 3 3 4 3 3 4 3 3 3 3 4 3 4 4 4 4 3 3

23 3 3 3 3 3 4 3 4 4 3 3 3 4 3 4 4 4 4 4 4

24 3 3 2 2 2 3 3 3 3 3 2 3 2 2 5 5 5 3 5 3

25 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

26 3 4 4 4 3 4 4 4 4 4 3 4 4 4 4 5 4 4 4 4

27 3 3 3 2 3 4 4 3 3 3 4 5 4 3 3 3 3 4 3 3

28 5 5 3 4 4 3 4 3 5 3 4 4 4 3 4 4 3 3 3 4

29 3 3 4 3 4 4 4 4 4 4 3 4 3 3 3 4 4 3 5 4

30 3 3 3 3 4 3 3 3 3 3 4 3 3 3 2 3 3 4 2 4

31 4 3 3 2 4 3 3 3 2 3 2 2 3 2 3 3 3 4 4 2

32 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

33 2 3 3 2 3 3 4 2 2 4 2 2 2 3 3 2 3 4 3 2

34 3 4 3 3 4 3 4 3 3 3 3 3 4 3 4 3 3 4 4 3

35 2 3 3 3 2 3 2 3 2 4 3 3 3 2 2 3 3 2 3 2

36 3 3 4 3 2 3 2 3 2 4 3 3 3 2 2 3 3 2 3 2

37 3 4 5 5 3 4 3 4 5 5 4 4 5 5 5 5 5 5 5 5

38 2 2 2 2 3 3 4 3 2 3 3 3 2 1 1 1 2 1 1 2

39 3 2 3 2 2 2 3 2 2 2 2 2 2 3 2 3 2 2 3 2

40 2 3 3 3 3 3 4 3 3 3 3 2 3 4 3 3 3 4 3 3

41 3 5 4 5 3 3 3 3 5 5 4 4 5 5 5 5 5 4 5 5

77

42 3 3 3 2 3 2 2 3 3 3 3 3 2 3 3 2 3 3 3 2

43 4 2 4 2 4 3 3 4 2 4 2 3 4 3 2 3 4 2 4 3

44 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

45 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

46 3 3 2 3 2 3 2 2 3 2 2 3 2 3 2 2 2 2 2 3

47 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

48 3 3 3 3 2 4 4 3 2 3 3 2 3 3 3 3 3 2 2 4

49 3 4 3 3 4 3 4 3 4 2 4 3 4 3 4 3 3 3 4 3

50 4 4 4 2 3 3 3 2 4 3 2 3 2 4 3 3 2 3 3 2

51 2 3 4 3 3 2 2 2 3 5 3 4 4 3 4 2 2 5 3 3

52 4 4 4 3 4 4 3 4 4 4 3 3 3 2 4 3 5 4 3 3

53 3 2 3 3 4 3 3 3 2 3 3 3 3 4 3 4 3 3 4 2

54 3 2 4 3 2 4 2 4 2 4 3 3 2 4 2 3 4 2 3 2

55 4 3 2 4 2 4 4 2 3 2 4 3 4 4 4 4 3 2 4 4

56 3 4 3 3 3 4 4 3 4 3 3 4 3 4 3 3 3 3 3 3

57 4 2 3 4 3 5 4 5 2 3 4 3 3 4 3 3 3 3 4 2

58 4 4 5 4 4 3 3 3 5 5 3 3 5 4 5 5 5 4 5 5

59 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4

60 3 4 3 4 4 3 2 3 4 2 5 4 5 4 4 4 3 3 3 4

61 4 3 3 3 3 3 4 4 3 3 4 4 4 3 3 4 2 4 3 3

62 3 3 2 2 3 4 2 3 2 3 2 3 2 2 2 3 3 3 2 2

63 3 3 4 3 4 3 3 3 3 3 3 2 3 3 3 3 4 3 3 4

64 3 3 3 3 4 3 3 2 2 2 3 3 3 3 2 4 3 3 3 3

78

65 2 3 2 3 4 4 3 2 3 3 3 3 3 3 2 4 2 2 4 3

66 2 4 2 4 3 3 4 2 4 2 4 3 4 3 3 4 3 3 3 3

67 3 3 3 2 4 3 4 3 3 3 2 4 2 3 3 3 3 3 3 2

68 4 4 3 3 3 4 3 4 4 3 3 2 4 3 3 3 4 3 3 3

69 2 3 3 3 3 3 3 3 3 2 4 3 3 2 3 2 3 3 3 2

70 3 4 5 3 3 3 4 4 5 5 2 4 4 4 4 5 4 5 3 3

71 3 3 3 3 3 4 3 3 4 3 3 4 4 3 4 3 4 2 3 3

72 2 3 4 3 4 3 4 3 3 4 3 3 3 3 3 3 3 3 4 4

73 4 4 2 2 2 2 4 4 4 2 2 3 2 3 2 2 2 3 2 3

74 3 2 2 2 3 4 3 3 3 1 1 2 2 2 2 2 3 3 2 2

75 2 1 2 2 3 4 3 2 1 1 1 1 1 2 2 2 2 2 3 2

76 2 2 1 1 1 2 1 1 2 1 1 1 2 2 2 1 1 1 2 1

77 3 3 2 3 3 4 3 4 3 2 2 3 2 4 3 3 2 4 3 3

78 3 4 3 3 4 3 4 3 4 3 3 4 3 3 4 3 3 3 3 3

79 2 2 2 2 2 4 2 3 2 2 2 3 3 3 3 2 3 4 2 2

80 3 2 2 2 2 4 3 3 2 2 2 2 3 2 3 3 3 3 2 2

81 4 2 3 3 3 2 3 2 2 3 3 2 2 3 2 3 2 3 2 2

82 2 2 3 3 3 3 3 3 2 3 3 2 3 3 3 3 3 3 3 2

83 2 4 3 3 4 4 3 3 4 3 3 3 3 3 3 3 3 4 2 4

84 3 3 2 3 4 4 3 3 4 3 3 3 3 3 3 3 3 4 2 4

85 3 3 3 3 2 3 3 2 4 2 3 3 4 3 2 3 3 3 4 2

86 2 2 1 2 3 3 2 2 2 1 2 3 2 2 1 2 1 1 2 1

87 2 2 2 2 2 3 3 2 2 2 3 2 2 3 2 3 2 2 3 2

79

88 3 3 3 2 3 2 4 2 3 2 2 3 3 2 3 2 2 3 2 3

89 2 4 4 2 2 4 4 3 2 3 2 2 2 3 3 3 3 2 3 2

90 3 3 2 3 4 2 3 2 3 2 3 2 3 2 2 2 2 3 2 3

91 5 4 3 4 4 3 3 4 4 3 4 3 4 3 4 3 4 3 3 3

92 4 3 3 3 2 3 3 3 3 3 3 3 3 2 3 2 3 3 3 3

93 4 3 3 3 2 3 3 3 3 3 3 3 3 2 3 2 3 3 3 3

94 2 1 2 2 1 2 1 2 1 2 2 2 2 1 2 1 2 2 2 2

95 4 3 4 4 3 4 4 2 3 3 3 3 3 3 3 3 3 4 4 4

96 2 2 3 2 3 4 2 2 2 3 2 4 3 2 3 2 2 2 3 3

97 3 2 2 2 3 2 1 3 1 2 2 2 2 3 3 3 3 2 2 2

98 4 4 4 2 3 3 3 2 4 3 2 3 2 4 3 3 2 3 3 2

99 4 4 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4

100 4 4 4 2 3 4 4 3 4 3 2 3 2 4 3 3 2 3 3 2

80

Part B. Partial Validity test

Correlation between Q1,Q2,Q3,Q4 and X1

Correlations

Q1 Q2 Q3 Q4 X1

Q1

Pearson Correlation 1 .604** .135 .383

* .784

**

Sig. (2-tailed) .000 .478 .036 .000

N 30 30 30 30 30

Q2

Pearson Correlation .604** 1 .056 .389

* .714

**

Sig. (2-tailed) .000 .769 .034 .000

N 30 30 30 30 30

Q3

Pearson Correlation .135 .056 1 .356 .541**

Sig. (2-tailed) .478 .769 .053 .002

N 30 30 30 30 30

Q4

Pearson Correlation .383* .389

* .356 1 .758

**

Sig. (2-tailed) .036 .034 .053 .000

N 30 30 30 30 30

X1

Pearson Correlation .784** .714

** .541

** .758

** 1

Sig. (2-tailed) .000 .000 .002 .000

N 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

81


Correlations

Q5 Q6 Q7 Q8 X2

Q5

Pearson Correlation 1 .219 .447* .292 .699

**

Sig. (2-tailed) .245 .013 .118 .000

N 30 30 30 30 30

Q6

Pearson Correlation .219 1 .567** .334 .730

**

Sig. (2-tailed) .245 .001 .071 .000

N 30 30 30 30 30

Q7


** 1 .206 .748

**

Sig. (2-tailed) .013 .001 .275 .000

N 30 30 30 30 30

Q8

Pearson Correlation .292 .334 .206 1 .670**

Sig. (2-tailed) .118 .071 .275 .000

N 30 30 30 30 30

X2


** .748

** .670

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 30 30 30 30 30



82


Correlations

Q9 Q10 Q11 Q12 X3

Q9

Pearson Correlation 1 .671** .350 .410

* .744

**

Sig. (2-tailed) .000 .058 .025 .000

N 30 30 30 30 30

Q10

Pearson Correlation .671** 1 .592

** .696

** .903

**

Sig. (2-tailed) .000 .001 .000 .000

N 30 30 30 30 30

Q11

Pearson Correlation .350 .592** 1 .634

** .782

**

Sig. (2-tailed) .058 .001 .000 .000

N 30 30 30 30 30

Q12


** .634

** 1 .843

**

Sig. (2-tailed) .025 .000 .000 .000

N 30 30 30 30 30

X3


** .782

** .843

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 30 30 30 30 30



83


Correlations

Q13 Q14 Q15 Q16 X4

Q13

Pearson Correlation 1 .634** .244 .327 .759

**

Sig. (2-tailed) .000 .193 .078 .000

N 30 30 30 30 30

Q14

Pearson Correlation .634** 1 .029 .421

* .745

**

Sig. (2-tailed) .000 .879 .021 .000

N 30 30 30 30 30

Q15

Pearson Correlation .244 .029 1 .746** .634

**

Sig. (2-tailed) .193 .879 .000 .000

N 30 30 30 30 30

Q16

Pearson Correlation .327 .421* .746

** 1 .823

**

Sig. (2-tailed) .078 .021 .000 .000

N 30 30 30 30 30

X4


** .634

** .823

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 30 30 30 30 30



84

Correlation between Q17,Q18,Q19,Q20 and Y

Correlations

Q17 Q18 Q19 Q20 Y

Q17

Pearson Correlation 1 .580** .725

** .575

** .909

**

Sig. (2-tailed) .001 .000 .001 .000

N 30 30 30 30 30

Q18

Pearson Correlation .580** 1 .237 .320 .635

**

Sig. (2-tailed) .001 .207 .085 .000

N 30 30 30 30 30

Q19

Pearson Correlation .725** .237 1 .536

** .823

**

Sig. (2-tailed) .000 .207 .002 .000

N 30 30 30 30 30

Q20

Pearson Correlation .575** .320 .536

** 1 .781

**

Sig. (2-tailed) .001 .085 .002 .000

N 30 30 30 30 30

Y


** .823

** .781

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 30 30 30 30 30


85

TABLE OF CRITICAL VALUES FOR PEARSON’S “r”

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