A STUDY ABOUT THE INFLUENCE OF RECOMMENDED SELLER' AS PERCEIVED VALUE TOWARDS PURCHASE INTENTION OF KASKUS' COMMUNITY, By: Fajar Sidik Prasetya

The Influence of 'Recommenueu Sellei'
as peiceiveu value towaius puichase intention of Kaskus' Community

Fajai Siuik Piasetya

THE INFLUENCE OF RECOMMENDED SELLER AS PERCEIVED
VALUE TOWARDS PURCHASE INTENTION OF KASKUS COMMUNITY

By

FAJAR SIDIK PRASETYA
1-6109-013

A THESIS SUBMITTED TO THE FACULTY OF
BUSINESS ADMINISTRATION AND HUMANITIES

In Partial Fulfillment of The Requirements
For the
BACHELORS DEGREE
In
COMMUNICATION AND PUBLIC RELATIONS

Swiss German University
Edu-Town BSD City
Tangerang 15339

JULY 2013

Revision after thesis defense on 24
th
July 2013



STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my
knowledge, contains no material previously published or written by another person,
nor material which to a substantial extent has been accepted for the award of any
other degree or diploma at any educational institution, except where due
acknowledgement is made in the thesis.

Fajar Sidik Prasetya
______________________________________ ________________
Student Date

Approved by:

Loina. L. K Perangin-perangain, MSi
________________________________________ __________________
Advisor Date

Parhimpunan Simatupang, MBA
______________________________________ _________________
Dean Bate



"#$%&"'%

The Influence of Recommended Seller as Perceived Value Towards
Purchase Intention of Kaskus community

By:

Fajar Sidik Prasetya

SWISS GERMAN UNIVERSITY

Edu-Town BSD City

Loina L.K Perangin-angin, Advisor

The purpose of this research is to analyze how much the influence of recommended
seller as perceived value towards the purchase intention and also find out the factors
that involved in influencing the customers purchase intention. This research uses
Pearson correlation to find the level of influence of recommended seller as perceived
value and factor analysis to find the factors that involved in recommended seller as
perceived value. The results of this research proved that the recommended seller as
perceived value as highly influential in determining purchase intention of customers,
which is the kaskus community. Furthermore, this research also proves that there are
three factors of recommended seller as perceived value that affect purchase intention
of Kaskus community, which are: the good communication between seller and buyer,
the emotional or trust level of customers, and the price offered.

!"#$%&'() +"&,"-."' /012"3 +2&,40(" 567"67-%63 861-6" 9&0'-6: ;%&2<



Copyright 2013
by Fajar Sidik Prasetya
All rights reserved



()(*'"%*+,

I dedicate my thesis to my family and many friends. A special feeling of gratitude to
my loving parents, my sisters and my brother who have never left my side and are
very special. I also dedicate this bachelor thesis to my many friends who have
supported me throughout the process; I will always appreciate all they have done.



ACKNOWLEDGMENTS

It would not have been possible to write this thesis without the help and support of the
kind people around me, to only some of whom it is possible to give particular mention
here.

Above all, I would like to thank my family, especially my parents for their personal
support and great patience at all times. My parents, brother and sister have given me
their unequivocal support throughout, as always, for which my mere expression of
thanks likewise does not suffice. And I am also very grateful to my related-family,
which are Agung, Bagus, Mamiq, Mama, and Angger who always be the reminder-
machine of the goodness and accepted me as I am.

I would like to express my deepest gratitude to my advisor, Mrs. Loina L. K.
Perangin-Angin, Msi, for her excellent guidance, caring, patience, and providing me
with an excellent atmosphere for doing research. And also very grateful to all people
in Communication and Public relations department of SGU (Pak Matthias, Bu Ezmi,
Bu Sofie, Pak Munir, and Ms. Anis who have helped me in giving a lot of inputs)

Finally, I would like to thank my best friends (Dira, Via, Thepi, Ivy, Linda, pipit, Titi,
Rhea, Szy-szy, Lala, Kazu, Bidary, Edo, and Joseph) was always there cheering me
up and stood by me through the good times and bad.



TABLE OF CONTENTS

STATEMENT BY THE AUTHOR. i
ABSTRACT....................................................... ii
DEDICATION....................................... ii
ACKNOWLEDGMENT........................................................... iv

CHAPTER 1 INTRODUCTION---------------.................... /
1.1 BACKGROUND........................ 1
1.2 RESEARCH PROBLEM..................... S
1.S RESEARCB Q0ESTI0NS.................... S
1.4 RESEARCB P0RP0SE....................... S
1.S SIuNIFICANT 0F ST0BY.................... 6
1.6 SC0PES ANB LINITATI0NS.................. 6

'0"1%)& 2 3 4*%)&"%5&) &)6*)7----.------------........... 8
2.1 TBE0RETICAL FRANEW0RK.................. 8
2.2 NARKETINu C0NN0NICATI0N............... 8
2.S 0NLINE NARKETINu...................... 11
2.4 vAL0E.............................. 1S
2.S PERCEIvEB vAL0E........................ 1S
2.6 P0RCBASE INTENTI0N..................... 16
2.7 TBE0RETICAL BYP0TBESIS.................. 1u



'0"1%)& 9 3 :)%0+(+4+;<-----------------..................... 2/
S.1 TYPE 0F ST0BY........................ 21
S.2 0NIT 0F ANALYSIS....................... 22
S.S P0P0LATI0N ANB SANPLE................... 2S
S.4 BATA C0LLECTINu TECBNIQ0E................ 24
S.S BATA ANALYSIS TECBNIQ0E................. 24

'0"1%)& = 3 ","4<$*$ > (*$'5$$*+,$----------------- 2?
4.1 KASK0S BACKuR00NB..................... 29
4.2 RESEARCB RES0LTS...................... S1
4.S vALIBITY ANB RELIABILITY TEST.............. 47
4.4 N0RNALITY TEST....................... S1
4.S C0RRELATI0N TEST 0F vARIABLE X T0WARBS
vARIABLE Y............................ S4
4.6 FACT0R ANALYSIS........................ SS

'0"1%)& @ 3 '+,'45$*+, ",( &)'+::),("%*+,---------- A2
S.1 C0NCL0SI0N........................... 62
S.2 REC0NNENBATI0N. ....................... 6S

REFERENCES........................................ 66
APPENBINCES................................. 7u
C0RRIC0L0N vITAE.............................. 1uu



4*$% +B %"#4)$

1.1 RANKINu 0F WEBSITE IN INB0NESIA ................... 2
S.1 C0NCEPT 0ERATI0N............................ 2S
4.1 SEX RESP0NBENTS 00TP0T.......................... S2
4.2 RESP0NBENTS AuE 00TP0T......................... SS
4.4 B0RATI0N AS REuISTEREB-NENBERS.................. S4
4.S B0YINu FREQ0ENCIES............................ SS
4.6 vARIABLE X ITEN1 BESCRIPTIvE 00TP0T................. S6
4.7 vARIABLE X ITEN2 BESCRIPTIvE 00TP0T................. S7
4.8 vARIABLE X ITENS BESCRIPTIvE 00TP0T................ S7
4.9 vARIABLE X ITEN 4 BESCRIPTIvE 00TP0T............... S8
4.1u vARIABLE X ITEN S BESCRIPTIvE 00TP0T................ S8
4.11 vARIABLE X ITEN 6 BESCRIPTIvE 00TP0T................ S9
4.12 vARIABLE X ITEN 7 BESCRIPTIvE 00TP0T................ 4u
4.1S vARIABLE X ITEN 8 BESCRIPTIvE 00TP0T.............. 4u
4.14 vARIABLE X ITEN 9 BESCRIPTIvE 00TP0T.............. 41
4.1S vARIABLE X ITEN 1u BESCRIPTIvE 00TP0T............... 42
4.16 vARIABLE Y ITEN 1 BESCRIPTIvE 00TP0T............... 4S
4.17 vARIABLE Y ITEN 2 BESCRIPTIvE 00TP0T................ 4S
4.18 vARIABLE Y ITEN S BESCRIPTIvE 00TP0T................ 44
4.19 vARIABLE Y ITEN 4 BESCRIPTIvE 00TP0T............... 4S
4.2u vARIABLE Y ITEN S BESCRIPTIvE 00TP0T............... 4S
4.21 vARIABLE Y ITEN 6 BESCRIPTIvE 00TP0T................ 46


4.22 vARIABLE Y ITEN 7 BESCRIPTIvE 00TP0T............... 47
4.2S vARIABLE Y ITEN 8 BESCRIPTIvE 00TP0T............... 47
4.24 vALIBITY 0F vARIABLE X 00TP0T.................... 48
4.2S vALIBITY 0F vARIABLE Y 00TP0T................... 49
4.26 RELIABILITY 0F vARIABLE X 00P0T.................. Su
4.27 RELIABILITY 0F vARIABLE Y 00TP0T.................. Su
4.28 N0RNALITY TEST 0F vARIABLE X 00TP0T................ S1
4.29 N0RNALITY TEST 0F vARIABLE Y 00TP0T............... S2
4.Su C0RRELATI0NS 00P0T. .......................... S4
4.S1 1
st
KN0 ANB BARLETT'S TEST 00TP0T................ SS
4.S2 1
st
ANTI INAuE NATRIX 00TP0T..................... S S
4.SS 1
st
C0NP0NENT NATRIX 00TP0T..................... S6
4.S4 2
nu
KN0 ANB BARLETT'S TEST 00TP0T................ S7
4.SS 2
nu
ANTI INAuE NATRIX 00TP0T.................... S7
4.S6 2
nu
C0NP0NENT NATRIX 00TP0R.................... S8
4.S7 S
iu
KN0 ANB BARLETT'S TEST 00TP0T................. S9
4.S8 S
iu
ANTI INAuE NATRIX 00TP0T.................... S9
4.S9 S
iu
C0NP0NENT NATRIX.......................... 6u
4.4u S
iu
T0TAL vARIANCE EXPLAINEB 00TP0T................ 6u



4*$% +B B*;5&)$

1.1 C0NPARIS0N 0F KASK0S T0WRBS 0TBERS................ 2
2.1 TBE0RETICAL FRANEW0RK........................ 8
S.1 TBE ASS0CIATIvE C0RRELATI0N...................... 21
S.2 TBE CALC0LATI0N 0F SANPLE SIZE................... 2S
4.1 PERCEIvEB vAL0E N0RNALITY PL0T 00TP0T............. S2
4.2 P0RCBASE INTENTI0N N0RNALITY PL0T 00TP0T........... SS



4*$% "11),(*')$
APPENBIX A - S0RvEY Q0ESTI0NNAIRE ................... 71
APPENBIX B - BATA 0F RESP0NBENTS.................... 74
APPENBIC C - SPSS 21.u F0R NAC......................... 79



Chapter 1 Introduction

1.1 BACKGROUND

Communication activities are basically one of the most important applications in daily
life, and applicative has many forms. Nowadays, the impact of technology
development communication has evolved and changed its shape. Communication
media is more advanced and able to provide services and the functions more effective
and efficient in communicating. One of those medias that have a possibility to
conduct effective and efficient communicating is the computer. Because of the
computer, individuals are now having a possibility to access the Internet. Basically,
Internet is a network that allows individuals to interact and make contact through the
computer. Internet can overcome barriers of distance and time, especially in
communication between individuals, even the other things.

As direct communication, it is assumed that communication through the Internet is
also influenced by some factors, such as individual factors. From various sources, also
found out that there are factors of anonymity, equality, and anxiety associated with
perceived personal communications over the Internet. As a communication activity,
basically, communication through the Internet also has a lot of purposes in their
applications. (Singgih: 2011)

Based to the explanation above, the researcher can be concluded that the Internet has
a high possibility to help the communication activities in many ways, such as mass
communication. Nowadays there are a lot of types of mass communication, for
instance; TV, Radio, newspapers, and the Internet forums. Essentially, the Internet
forum is one the most common mass communication on Internet, which has a lot of
companies or individuals conducting their marketing strategies. Nowadays, in
Indonesia there are many Internet forums, but the most Internet forums frequented or
used by the Internet users is www.kaskus.co.id. It can be seen from the top 10 ranked
websites frequently visited in Indonesia, which www.kaskus.co.id the only ones
online forum that falls into the ranking.


Table 1.1. Ranking of website in Indonesia
No Website
1. Google (www.google.com)
2 Facebook (www.Facebook.com)
3. Blogspot (www.blogspot.com)
4. Youtube (www.youtube.com)
5. Google Indonesia (www.google.co.id)
6. Yahoo (www.yahoo.com)
7. Detik (www.detik.com)
8. Kaskus (www.kaskus.co.id)
9. Wordpress (www.wordpress.com)
10. Twitter (www.twitter.com)
Source: www.alexa.com
From the data above, it can be seen that the traffic of www.kaskus.co.id is located at a
very high level; even they beat one of the worlds largest social media, which is
Twitter.
Figure 1.1 Comparison of Kaskus towards another online forum.

Source: www.alexa.com


Furthermore, if we take a look at the comparison of the traffics level above,
www.kaskus.co.id is very far away from their competitors such as
www.modifikasi.com, and www.malesbanget.com.

Kaskus is the largest virtual community forum site in Indonesia and the forum users
on that site are called Kaskuser. Kaskus was born on November 6
th
, 1999 by the
three young men from Indonesia, namely Andrew Darwish, Ronald Stephanus, and
Budi Darmawan, who are currently studying in Seattle. Along their development,
today this site is managed by PT Darta Media Indonesia and Currently Kaskus has
more than 4,1 million registered members. Kakus member generally comes from the
teenagers to adults who are domiciled in Indonesia even outside of Indonesia. The
Kaskus itself stands for Kasak-Kusuk, and started from a hobby of a small
community, which later evolved to the present. The Kaskus site at least had been
visited by 900 thousand people, with more than 15 million page views per day.

Initially, Kaskus more discussed about the underground things and more smelling
about immoral. But it changed after there was a Indonesian government regulation on
the use of Internet. So Kaskus threw away all about the negative things on their site,
and it made the level of mass communication on wwww.kaskus.co.id became so well
and also created a lot of positive things. Because of these things, enabled the users of
www.kaskus.co.id to utilized Kaskus as the media in economic transactions such as
buying and selling forum. Therefore Kaskus today is facilitated their users in freely
and openly argued, allows a person to sell and buy goods from the int4ernet and also a
nice place to get backlinks.

Today, Kaskus has two parts; those are the lounge forum and trading forum, which is
in the lounge forum more about discussion, sharing and community. Conversely, their
buying and selling or trading forum is a place or online platform where economic
transactions, which everyone on that forum has a possibility to sell or buy the items
that they want to. On the kaskus trading forum basically there are more than 30
categories of products and services traded, starting from the music to the video game
devices. And the trading forum also displays the products or services most sought
after and also the best-selling products are sold. Hand phone and PDA category is the


one of categories that have a lot of sellers thread, which there are 476.314 sellers
thread. So it could be said, there are about 470.00 products in terms of hand phone
and PDA are offered on that category.

To be concluded, this study is more focused on the kaskus trading forum. Which is in
each month on the trading forum can make the transactions of money up to Rp 575
billion (www.kompas.com: 2012). And also Kaskus trading forum has made a
significant impact on Internet traffic of www.kaskus.co.id. The high revenue earned
from the kaskus trading forum is the impact of mass communication and good
quality between the sellers and buyers. On the kaskus trading forum, the good sellers
often referred to as recommended seller, which recommended seller is
characterized by the number of valid testimonials, a valid username, the join date
which can be seen, whether they are a newbie or not, and the last is the total number
of posts, and also the implementation about the price.

In such case, the seller sends a value to the customers where the customers who
captures it into a perceived value. Basically, there are two types of perceived value in
customers view, which are positive and negative. According to Komulainen,
Mainela, Tahtinen, and Ulkuniemi in Alsheikhand and Bojei (2012) revealed that
Perceived value consist of benefits and sacrifices. The studies based on the thought
that benefits and sacrifices are sometimes not equal. The difference could be positive
or negative. Usually, the positive result will build a customer perceived value, and the
result will be negative customer perceived worthlessness.

On trading forum of www.kaskus.co.id the seller basically trying to send the positive
perceived value to the customers. In positive terms, the customer will see the
recommended seller from the seller thread on www.kaskus.co.id as something that
can or influence their purchase intention against a product or service offered.

And also in the journal Factors that influence customers buying intention on
shopping online from Yulihasri, Aimnul and David (2011) revealed among all the
students proposed differences factors, compatibility and usefulness have been found
as the most significant to influence attitude for shopping on the internet and attitude,


normative-belief have been found as the most significant to influence students
intention for shopping on the internet. From that journal can be concluded that the
trustiness of the seller can make buying intention from the customers. Which on
trading forum of www.kaskus.co.id, beliefs itself arises from the factors of
recommended seller.

From the description above, this research will be continued in order to determine the
relationship between purchasing intentions towards the sellers quality, and this study
will be titled the influence of recommended seller as perceived value towards
purchase intention of Kaskus community.

1.2 RESEARCH PROBLEM

Based on the background above, specifically issues such study formulated the
problem as follows:
Today, there are a lot people in Indonesia conducted a transaction or trading
on the kaskus trading forum and usually on www.kaskus.co.id the potential
buyers take a look at the recommendation on the thread of the sellers before
making a purchasing.
How far the recommended seller, which was given to quality seller and will
build a perceived value can influence the purchase intention of customers.

1.3 RESEARCH QUESTION

1. How are the influences of recommended seller to increase purchase
intention from the potential buyers?
2. What factors are involved in influencing the customers purchase intention?

1.4 RESEARCH PURPOSE

Based in the background and research problem of this research, the purposes of
this research are:


Analyze the influence of recommended seller as perceived value, from the
qualified sellers on Kaskus trading forum towards purchase intention of
Kaskus community.
Analyze the factors that involved in influencing the customers purchase
intention.

1.5 SIGNIFICANT OF STUDY

1.5.1 ACADEMIC SIGNIFICANT
This study is expected to clarify the influence of sending-values or
messages qualities on online trading forum towards the purchase intention
of potential customers, which is the community on the online platform.
This study is also expects to be used as scientific study for academic
interest and further research.

1.5.2 PRATICAL SIGNIFICANT
This study is expected to be material information for the company or
specifically for the online shopping website in setting up the strategic
policies with concern to the influence of the sellers quality towards buying
intention of the customers.

1.6 SCOPE AND LIMITATIONS

This research will analyze relationship between buying intentions towards the
sellers quality among adolescents and young adults in Indonesia who are active
and knowing about Kaskus.co.id. This limitation is determined because one
reasons, those are:
Registered member of www.kaskus.co.id.
People who have shopping-experienced on www.kaskus.co.id.



Chapter 2 Literature Review

2.1 THEORETICAL FRAMEWORK

Figure 2.1 theoretical frameworks

2.2 MARKKETING COMMUNICATION

Basically, communication is a process in which thought and understanding delivered
between the organization and the individual. The other hand, marketing basically is a
set of activities in which companies and other organizations to transfer the values that
they have been made to the customers. So if it combined, marketing communications
represent the combination of all the elements in the marketing mix that facilitate the
exchange to create a meaning that is distributed to customers (Terence and Shimp
2003: 4).

According to Kottler and Keller (2006: 496) marketing communication is the way of
the company to inform, persuade and remind consumers directly or indirectly about
their goods and services.

According to Arens in Alifahmi (2005: 14), marketing communication is the process
to establish and strengthen mutually beneficial relationship with employees,
customers, and all stakeholders to develop and coordinate strategic communications
programs to enable them to undertake constructive contract with the company or
brand of products through various media.
Recommended Seller as
Perceived Value
(Variable X)
- Emotional
- Social
- Quality
- Price

Sweeney and Soutar in
Aakouk, 2006)
Purchase Intention
(Variable Y)
- Likely
- Definitely Would
- Probable

Churchill and Iacobucci
(2005)


Based on definitions above, it can be concluded that in conducting marketing
activities, communication activities should be carried out to deliver a message or a
positive value of the products or services offered by the company to the public
through a series of promotional activities and also through various available channels.

2.2.1 MARKETING MIX

Marketing mix defined as a set of tactical marketing tools and a combined from the
company to produce the desired response the target market. (Kotler & Armstrong,
2001: 71). Basically, marketing mix is the tool of marketing, which consists of 4
elements, are better known as the 4Ps. The marketing mix consists of everything the
firm can do to influence or persuade the demand fro goods or services. 4Ps elements
that have been popularized by E. J McCarthy divided into 4 parts; those are Product,
Price, Place and Promotion. ( Arachchige, 2002: 6)

- Product
Product basically is the first element or component in the marketing mix, and
they could be as a tangible or an intangible.

According to Kotler and Assael (2013) Products and services divided into four
major group and it based on the products and services, which are preferred to be
offered, and what products and services that serve as a means support.

a. Pure product
The tangible goods that have a tangible manifestation of a physical, palpable,
smell and so on. For example coffee, hand sanitizer or soap, which generally
makes unsupported and does not require the services.

b. Product Related Services.
Usually accompanied by warranties of merchantability, for instance:
smartphone, cars, computers and other electronic goods. Product related
services are tangible goods that have a tangible manifestation of physically
supported services to add the appearance to customers.


c. Equipment Intensive Service.
The intensity of service offered is greater that the previously mentioned.
However, to produce the services offered to customers needed support from
tangible goods. For instance: in lodging services (hotels), where in additional
to offering lodging services also offers restaurants, fitness facilities and others.

d. Pure Services.
Generally, this is absolutely pure services which is in the production process
does not use and do not require the existence of tangible goods. For example:
PR firms or agencies and lawyers and others.

Based on the explanation above, the researcher has a possibility to conclude
that the product categories offered by www.kaskus.co.id is the pure services
and also it offered for free, which in kaskus.oc.id everyone can be a member
and doing an online-trading for free.

- Place.
Physical distribution is the delivery of goods at the right time and at the right
place of customers. And basically, place is the location where a product can be
purchased. This is usually often referred to distribution channels, which include
any physical store as well as virtual stores on the Internet.

- Promotion.
The activities of promotional are necessary for the huge scale marketing and also
for facing market competition effectively. Such activities are varied in nature and
are useful for establishing reasonably good rapport with the target market or
customers. Here, usually www.kaskus.co.id do the marketing from the published
books about online-trading forum by Kaskus or FJB Kaskus, and
www.kaskus.co.id also suggested to the seller on their platform to asking a good
testimony from the sellers customers.



- Price.
This is the critical component of the marketing mix. Basically, this is determined
by a number of factors including market share, competition, material costs,
product identity and the customers value perceived. An attempted to increasing
the price of products, if others selling at the same products.

It can be conclude that this research only focused on one of the marketing mix, that is
promotion and it can be called as a marketing communication. Basically, promotion is
an activity that communicates about the advantages of product or service, and also
persuades the target market or customers to interesting to buy those products or
services.

2.3 ONLINE MARKETING

According to Chaffey (2006: 6) online marketing is the related activities to achieve a
marketing purpose and/or support the modern marketing concepts through the Internet
as media.

Kotler and Armstrong (2004: 40) revealed that the online marketing is a activity
through the internet that conducted by the company or individual with the aims to
inform, communicate, promote and selling the products and services.

According to Bandyo and Padhyay (2003: 6) Online marketing is the use of network
as the tool to reach customers. Online marketing activities generally include the
matters relating to the manufacture of product ads, buyers searching, and copywriting-
making.

To be concluded that online marketing is an activity from the company or individual
to promote, communicate, inform and selling its products in the form of goods and
services through the internet as the media and also putting an unique or exciting
copywriting or symbols.


2.3.1 THE BENEFIT OF ONLINE MARKETING

According to Kotler and Amstrong (2001: 260) stated the benefit of online marketing
is divided into two, those are: for buyers and the marketers or sellers

1. Online marketing benefits for the customers are:
a. Comfortable; Customers do not need to wrestle with traffic, finding a
parking spot, and walk from store-to-store and aisle-to-aisle seemingly
calculated to locate and inspect the product. Consumers have possibility to
compare the brands, check the process out, and ordering the products or
services in 24 hours from anywhere.
b. Easy and personality; the customers will find out fewer squabbles when
buying and do not have to deal with salespeople or provide an opportunity
to be persuaded.
c. Informative; Customers have a possibility to obtain more comparative
information about the companies and the products.
d. Interactive and immediate; Consumers can find the desired product
information, and ordering information or keep it in place.

2. Online marketing benefits for the marketers or sellers
a. Customer relationship development; this relationship makes the company
and its customer are more familiar. Companies can interact with customers
to learn more about the needs and desires of customers are special, and to
build data-center of customers.
b. Reduce costs and improve efficiency; online marketers avoid spending to
care for and store leases, insurance coasts, and electricity and so. Because
customers can make a deal directly with the seller, online marketing often
result in lower costs and increased efficiency for distribution and logistics
functions such as order processing, handling the preparation, submission,
and trade promotion.
c. Getting better in flexibility; which make marketers have a possibility make
adjustments to ongoing programs on offering and biding.


2.4 VALUE

Value of a product can be defined as the ration between what consumers get and what
consumers give. A consumer gets the benefits of a product and gives costs. Intended
beneficiaries including the functional usage and also the usability emotional. While
the cost is included in the monetary cost, the cost of time, labor costs, physical cost
(Kotler, 2001).

A company may want to increase the value of their offering to consumers in several
ways as follows:
a. Increase the usefulness or benefit
b. Reduce costs
c. Improve usability is greater than the increased cost

Beside that, According to Kertajaya in his book of Marketing Plus (2002) defined that
the ratio is between the value and the quality of the product price.

2.5 PERCEIVED VALUE

According to Cronin, Brady and Hult (2002), the perceived value is the overall
assessment of the customers of the utility goods based on the perception of what is
acceptable and what is given. And also according to Sweeney and Soutar (2001),
defines customer value as perceived customer preference for and evaluation, product
attributes, performance attributes, and consequences in terms of the customers goals
and objectives. Perceptions of value also vary according to the situation of use
(Anckar and DIncau, 2002).

It can be conclude that perceived value is benefits received by the customer in relation
to the total cost (including the price has been paid and also other costs associated with
purchase). Usually, perceived value is also used by consumers to consider various
aspects of the service compared with the cost of relatively few providers that offer
products or services in their competition. Thus, perceived value can be viewed as a


relative measurement of the cost and financial aspects of a companys services in
comparison with existing competitors.

Currently, customers are faced with an abundance of products and options, price,
brand, and a lot of marketing tricks. Customers will have a fact that they (company or
individuals) still offering the highest value (Kotler, 2001). Basically, customers will
form an expectation of value and act to get what they should have been obtained. At
the end, it will affect customer satisfaction and repurchase opportunities by customer
(Kotler, 2001). Value obtained is about relating to the perception and assessment of
the customer, not related to the monetary price that has been paid.

Basically, strategy of increasing value will have an impact on increasing the perceived
benefits, perceived reduce costs, or both together. Money is on of several costs that a
customer of online shopping is usually sacrificed. It can be said that actually a lot of
evidence that customers are willing to make a deal with their money against other
strains in the cost of a benefit.

They would prefer shopping online which gives more pressure on themselves,
compared to traditional shopping, for instance like going to the store to looking for a
mobile phone, where in the store they will not get more personal pressure, such as
they worried about being cheated or other fraud. However, in traditional way, they
have to incur additional costs, such as time and effort. While on shopping online, they
will certainly get a greater pressure, but the sacrifices of time and energy or effort that
they waste will quite efficient.
It can be conclude that the online marketers trying as much as possible to sending a
positive value to influence the customer. As done by the seller on www.kaskus.co.id,
they basically make the recommended seller as the perceived value.

2.5.1 PERCEIVED VALUE SCALE

Perceived value scale is a measure of the perceived value that applied to measure the
tangible product. Wahyuningsih (2004: 8) developed a model of the components of
customer value that consists of benefits and sacrifices. Loyalty formation can be done


by the creation of customer value received is the difference between the evaluation of
prospective customers for those benefits and all costs and offer some alternatives that
thought (Kotler 2007: 173). It can be seen in the following equation:

The intention is:

V: Value
B: Perceived value (product, marketing activities, image)
C: Sacrifices (money, time, and energy)

Total customer value is a set of benefits received from the customer specific products
or services are consumed. Total cost of sacrifices is a set of customers who sacrificed
customers in evaluating, obtaining, using and disposing of a product and service. The
perceived benefits customers consist of the benefits of products, services, marketing
activities, as well as image the company or individuals. While the sacrifices by the
customer are monetary and non-monetary, such as; time, energy, and psychological
aspects.

Benefits associated with product reliability, durability, performance and resale value
of the product or service being offered. Service benefits is the extent to which a
particular product or service that offered in conjunction with delivering, trusting, and
the maintenance

2.5.2 DIMENSIONS OF PERCEIVED VALUE

According to Sweeney and Soutar in Aakouk and Mostafa (2006), there are four main
aspects of perceived value dimension, those are:



1. Emotional value
The utility derived from the feeling or affective states that a product generates.
2. Social value
The utility derived from the products ability to enhance social self-concept.
3. Quality or performance value
The utility derived from the perceived quality and expected performance of
the product.
4. Price or value for money
The utility derived from the product due to the reduction of its perceived shot
term and longer-term costs.

2.6 PURCHASE INTENTION

The marketing activities will be successful if it delivers right value and satisfaction to
the target market or buyer. Usually, buyers will choose among a wide range of
marketing activities which bids are considered to provide the most value. Value can
be seen through the dimensions of perceived value itself.

Purchase intention is part of the component behavior in consuming attitude.
According to Kinnear and Taylor (1995: 306), purchase intention is the tendency of
consumers to the stage to make an action before purchase decision is really
implemented. Basically, intention to buy can be defined as the probability when the
buyer intends to purchase the product (Doods, Monroe and Grewal in Smith and
Natesan 1999). Those things being equal, purchase intention is positively related to
the overall perception of the acquisition and transaction value (Yaseen, Mariam
Tahira, Gulzar and Anwar 2011).

The consumer has consumed a product or service, if the product or service has been
decided by the consumer to buy. The decision to buy influenced by value of product
that evaluated. When the benefit is greater than the sacrifice to have it, then the urge
to buy will be higher. Conversely, if the benefits are smaller than sacrifice, then the


buyer will usually refuse to buy and generally switched evaluate other similar
products or services.
Commonly, the consumer buying behavior is often preceded and influenced by a
number of stimuli from the outside their selves, in the form of marketing stimuli and
the environmental stimuli. After that, the stimulus will be processed in accordance
with the characteristics of personal self, before finally taken the purchase decision.
Personal characteristic of consumers that are used to process the stimuli are basically
very complex, and one of them is consumer motivation to buy.

According to Keller (1998: 93), consumer intention is how likely consumers buy a
brand or how likely consumers to switch from one brand to another brand. While
Mittal in Chen, Huang and Chou (2008) stated that the function of the interest of
consumer intention is a function of the product and service quality.

According to Samu in Navarone (2003; 114), an indicator that a product is successful
or not in the market is the extent to which consumer growing the intention in
purchasing the product or service.

According to Howard in Bagozzi, Baumgartner, and YI (1989), Intention to buy is
defined as statements relating to plans that reflect the inner of the buyer to purchase a
particular brand within a specific time period.

And also in journal from Lestari (2012) about Pengaruh Iklan, Brand Trust, dan
Brand Image terhadap minat beli konsumen WiGo 4G Wimax (the influences of
ads, brand trust, and brand image towards the purchase intention of consumers), stated
that the impact of the symbol of a product gives consumers the sense in decision
making because the symbols and images are important in advertising and have an
influence in the interest to buy.



2.6.1 FACTORS THAT INFLUENCES THE CUSTOMERS PURCHASE
INTENTION

According to Berman and Evans (2002: 202), there are several elements that cause the
consumers to buy a product or service, those are:

1. Stimulus
Stimulation will occur when an area will reach ones sense acceptance nerve
or it can be called as the sensory receptors.

2. Awareness
To get the attention of ones consciousness, after reaching ones senses
reception area of the nerve (sensory receptors), then the next stimulus should
be thrilling sensory nerves and cause an immediate response in the brain, for
example: when a person feels more interested in knowing more about the
activities of an online-forum trading.

3. Looking for the information

A. Information intern: Sourced from the consumers memory to choose goods
or services that refracts.

B. External Information: Information involving advertising

C. Ascertain the nature in choosing the option: Consumers in collecting
information related to the characteristics of the choosing an option, after
understanding about that option, consumer usually will decide the goods or
services to be purchased.

D. Alternatives selection: After all the information related to the desired
product has been obtained, then the consumer will move further.



E. Purchase: Purchasing is the stage where the consumer has been through
the options and ready to issue the cash in exchange for goods or services.
In the previous stage, the consumers have to determine the best decision
first among the brand products that have been collected in brain. Besides
the consumer has had the decision and the tendency of a product
independently, there are two factors that help consumers in determine the
purchase intention and after that decision, that is the attitude of others and
unexpected situational factors.

F. The place where to buy: The point of purchase is one of the considerations
in the store and even online where consumers will buy products or
services. A traditional shop or online that has a good image or trustiness
will stimulate consumer to make a transactions, except consumers become
accustomed to buying in the same place.

2.6.2 DIMENSION OF PURCHASE INTENTION

According to Churchill and Iacobucci (2005) explained there are three dimensions in
measuring of purchase intention:

1. Likely.
Consumer plans in buying a product.
2. Definitely Would.
Referring to consumer certainty in a product.
3. Probable.
Referring to the possibility of consumer will buy a product.

2.6 THE CORRELATION BETWEEN PERCEIVED VALUES TO
PURCHASE INTENTION

Previous studies have shown that perceived value positively influenced customer
satisfaction. In other words, higher perceived value can lead to higher customer
satisfaction. Perceived value and customer satisfaction directly and positively


influenced post-purchase intention, where the effect of perceived value was the
largest, followed by that of customer satisfaction. (Ying-Feng Kuo, Chi-Ming Wu,
and Wei-Jaw Deng, 2009).
Beside that, in a journal the influences of perceived value on consumer purchase
intention from Hsinkuang, Chien, and Tsai (2011), stated that the higher perceived
value is the higher purchase intention is. Consumer can obtain trustworthy perceived
value through advertising endorsers recommendation and endorsement and a
company can therefore increase its competiveness. The influence of advertising
endorser on consumers is through an idol or a celebrity to market a product.
Advertising endorser can connect product value by deepening consumers.
And also Swait and Sweeney (2001) in consumer perceived value: the development
of a multiple item scale used logic models to analyze the influence of customer
perceived value on consumer purchase intention in retailing industry and found that
different perceived value customers have different purchase behavior.

2.7 THEORETICAL HYPOTHESIS

This research attempted to investigate the role of values and purchase intentions.
After reviewing the relevant literature, the hypothesis for this study was constricted:
more recommended seller as perceived positive value of www.kaskus.co.id, more
customers purchase intention



CHAPTER 3 - METHODOLOGY

3.1. TYPE OF STUDY

In this study, the researcher will conduct quantitative method. According to Arikunto
(2006) explained that quantitative research is a study that uses the number at the
beginning of data collection, data interpretation, and the result appearance. And also
Anwar (2007) stated that research emphasizes quantitative analysis on numerical data
that though statistical methods.

Based on the definition above, it can be concluded that quantitative method is one of
researches that based on a measuring instrument so the calculation can be effectively
done.

Beside that, Sugiyono (2009: 5) also revealed that associative research is as follows:
"Associative research is research that aims to determine the relationship between two
or more variables". Which means, the associative research is a study to determine the
relationship between two variables or even more, and the relationship between the
variables in this research will be analyzed using measures of relevant statistics on the
data to test the hypothesis.

In this research, to considering the affect between recommended seller as perceived
value (X) towards purchase intention (Y), the researcher basically will adopt the
SPSS program 21.0 with correlation method.
Figure 3.1. The Associative Correlation

Variable X: Recommended Seller as Perceived Value
Variable Y: Purchase Intention
vaiiable X vaiiable Y


3.2. UNIT OF ANALYSIS

According to Hamidi (2005: 75-76) revealed, the unit of analysis is divided into
three parts, those are:
- Individuals
- Groups
- Objects or Background of social events, for instance: the activities of
individual or groups as a research subject.
According Efferin in Metode Penelitian untuk Akuntansi stated about definition of
unit analysis, which is The unit of analysis is the smallest unit of the desired object
of study by researchers as the classification of data collection "(2004: 55). Whereas
the definition of unit analysis according Uma Sekaran (2006: 248), unit of analyze is
the level of data collection for the analysis of data collected.

From the description above, it can be concluded that unit analysis is an object with
smallest measurement from an objective of research and used as classification in data
collection phase. Unit analysis is the based of data processing phase that used to
achieve an answer from a research.

In this research, unit analysis will be focused to individual, that in consumers of
trading forum of www.Kaskus.co.id. The reason of using this unit analysis is because
the researcher would like to figures the influence level of recommended seller,
which is as the perceived value towards purchase intention of potential customers, and
the data sources can be find only from the people who have visited the trading forum
of www.kaskus.co.id

3.3. POPULATION AND SAMPLE

3.3.1. POPULATION
Population is a generalization region consisting of the objects / subjects that have
certain qualities and characteristics that set by the researchers to be studied and then
drawn the research conclusions. (Sugiyono, 2009:61).


In this research, the population that will become the object of research is the
community of www.kaskus.co.id who have experienced in purchasing a mobile
phone.

3.3.3. SAMPLING TECHNIQUE

There are two techniques in regarding the sample of research. Those are probability
and non-probability. Probability technique is sampling technique that provides equal
opportunities to every element or member of the population to be selected as sample,
otherwise non-probability technique, which selected the population by not giving the
same opportunities to members of the population. (Hikmat, 2011: 62)

Based on the definition above, the researcher chooses the probability technique. And
also it will be focused on the simple random sampling, which it is the part of
probability technique. According to Hikmat (2011: 63), simple random sampling is
choosing the sample randomly without regard to existing strata in the population, and
basically it is for homogeny population.

3.3.4. SAMPLE SIZE

Figure 3.2. The calculation of sample size

In this research, the sampling sizes basically there are 84 people in minimum required
(www.danielsoper.com) who have experienced purchasing in hand phone and PDA
from www.kaskus.co.id trading-forum. However, to avoid the errors in some samples,
the researcher will makes the sample size to 100 people.


Where ! is the mean, " is the standard deviation, and erf is the error function.

3.4. DATA COLLECTING TECHNIQUE

The primary data source is a source of research data obtained directly from the
original source (not through an intermediary medium). Specifically, in primary data,
the researcher will be collected the questioner from the samples to help the researcher
solve the research problem. Basically, questionnaire is the media used for data
collection by making writing and submitted questions to the respondents, which are
the samples of this research will be the customers of www.kaskus.com who have
experienced purchasing in Hand phone and PDA category of www.kaskus.co.id
trading forum.

The secondary data source is a source of research data obtained from the documentary
studies and also library research as reference.

3.4.1 RESEARCH PLACE AND TIME

This research will be placed on www.kaskus.co.id and the time of this research will
be held from May 2013 to the end of June 2013.



3.5. DATA ANALYSIS TECHNIQUE

3.5.1. VALIDITY AND RELIABILITY TEST

Technically, to test the validity in this research, the researcher will use the Pearson
correlation. Which is by calculating the correlation coefficient between each of the
values in question by the total number of the question number
(http://www.statstutor.ac.uk)

Further correlation coefficient r obtained could still be tasted significance using t
test or compare it with r: table. And when t count bigger than t table or r
counting bigger than the r label, then the questioner is a valid.

In the reliability test, the researcher will be conducted a Cronbach Alpha method.
According to Ghozali (2004), instrument could be said reliable if the cronbach alpha
score is greater than 0,6. Cronbach Alpha technic is an interpretation of reliability
coefficient that focused on intercorrelation questions. The formula of Cronbach Alpha
is:
Alpha = ( )(1- )
Explanation:
K = total item/test questions
S = total of the whole questions
S
t
= Total scores variance
S
t
2
= Interpretation variances toward test questions

And for the used variances formula is:
S
2
=

3.5.2. CONCEPT OPERATIONALIZATION
Table 3.1. Concept Operation
Variable Dimension Indicator Scale


Recommended
Seller as
Perceived
Value
(Sweeney and
Soutar in Aakouk,
2006)
Emotional 1. Trust towards
online trading
forum.
2. Online trading
forum is very
enjoyable.
Likert
Social 1. The influence
of reference
group
2. Online trading
forum helps to
adjust to the
social
environment.
Likert
Quality 1.
Communication
is going so well
on online trading
forum
2. Clear
information
about the seller
identity.
Likert
Price 1. Competitive
number of price.
2.The prices are
comparable to
what is delivered.
Likert
Purchase
Intention
=>42&,4-11 06'
50,%?2,,-3
Likely 1. Consumer
plans in buying a
product.
2. Consumer
Likert


@AABC

interested in
buying a product.
Definitely
Would
1.Reffering to
consumer
certainty in a
product.
2. Seriousness to
consider
purchasing a
product or
service on an
online trading
forum
Likert
Probable 1. Referring to
the possibility of
consumer will
buy a product
2.The possibility
to choose
specific online
trading forum as
the place to
spending money
than others in the
future.
Likert

3.5.4. ANALYSIS OF CORRELATION

Pearson r correlation is used to determine the relationship of the two variables. This
method requires the normal data distribution.
The formula of Pearson r correlation is:



R
xy
=
Explanation:
R = Pearson r correlation coefficient
N = Total Sample

3.5.5 FACTOR ANALYSIS

The purpose of using the factor analysis in this research due to the dimensions of
variable X or the independent variable in this research cannot be measured directly,
those are: emotional, social, quality and price.

Factor analysis is an analysis that aims to find the main factors that most influence to
dependent variable of a series of tests conducted on a set of independent variables as
factors. Basically, factor analysis is one of the analytical dependence
(interdependence) between variables. The basic principle of factor analysis is to
extract a number of factors together or common factor of the cluster of origin
variables X1, X2 and so.

3.5.5.1 STEPS IN FACTOR ANALYSIS
According to Khelifa (2010) in www.slashdocs.com, factor analysis usually proceeds
in four steps:

1
st
Step: the correlation matrix for all variables is computed
2
nd
Step: Factor extraction
3
rd
Step: Factor rotation
4
th
Step: Make final decisions about the number of underlying factors



Chapter 4 Results and Discussion

4.1 KASKUS BACKGROUND

Kaskus is a forum for discussion and Indonesia's largest trading. Usually, Kaskus is
the home for anyone to find everything what they need or looking for. Nowadays,
millions of people uses Kaskus to search for information, knowledge, join the new
community, to buying and selling all types of goods and services at the best price.

Technically, Kaskus divided into two parts, which are: Lounge Forum & FJB or
Online trading forum of www.kaskus.co.id. Lounge forum is the place to discuss all
matters. FJB is a platform to transact the sale and purchase all kinds of products and
even services. Kaskus lounge forum can be called as discussion forums, and it often
post information that cannot be found in other news portals. Beside that, Kaskus
trading forum proven to be the most complete platform to find all kinds of products
and services.

Generally, on Kaskus platform also created jargon and buzzwords that eventually
became culturally typical Internet users in Indonesia. Some of them are Skipper,
Pertamax, Rekber, COD, and many other terms.

4.1.2 KASKUS HISTORY

KASKUS established on 6 November 1999 by three young men from Indonesia who
is currently studying in Seattle, USA. Firstly, Andrew Dervish, Ronald, and Budi
make Kaskus to fulfill their coursework. Kaskus itself aims to cure homesickness
Indonesian students abroad to Indonesia through the Indonesian news translated. In
2008, Andrew Dervish and Ken Dean Lawadinata decided to manage Kaskus
professionally. Kaskus sites, personnel and related infrastructure eventually brought
to Indonesia this year.



In Indonesia, the first Kaskus office located in Mangga Besar area, who assisted with
2 professionals. Under the auspices of PT. Darta Media Indonesia, the first step is
conducted a rebranding of Kaskus. Since 2009, KASKUS become an important player
in the online realm Indonesia. Kaskus has got many awards including "The Best
Innovation in Marketing" and "The Best Market Driving Company" by Marketing
Magazine, and "The Greatest Brand of the Decade" (2009-2010) by Mark Plus Inc.
Kaskus is proud to be ranked first in the category of community sites, and the number
one local site in Indonesia.

In 2011, Kaskus begin its partnership with Global Digital Prima, an Indonesian
company that focuses on developing local content and digital industry in Indonesia.
The partnership encourages to growth Kaskus greater, both in terms of infrastructure,
professional and business networking sites in an effort to become the number 1 in
Indonesia as well as a global player in the online world. Compensate for expansion,
Kaskus was moving its main office to Palma Tower in Kuningan, Jakarta and named
it as Kaskus Playground.

As a company because of its large, Kaskus always strive to continue to improve
comfort Kaskuser or Kaskus registered-member. Dated May 26, 2012 to witness
Kaskus trip where Kaskus re-use addresses and kaskus.co.id kaskus.com official
website, this is done to re-invigorate Kaskus image as a global visionary site but still
have Indonesian identity.

In 2012, Kaskus also launched a new version 2.0 that occurred Kaskus improvement
on the display, navigation, search feature, trading online forum (FJB), as well as
adding a server to accommodate the needs of members Kaskus, which has reached
more than 4.5 million members.

4.1.3 ONLINE TRADING FORUM OF KASKUS

Online trading forum is a website that provides an online meeting place or platform
between the seller and buyer. Kaskus never pull any of transaction costs and
installation information about the transactions of selling. Kaskus apply the donation


system, which is by paying a membership that has been determined, it will have some
advantages, such as free access without banners and faster than ordinary members.
The advantages like being able to use the quick reply, greater capacity inbox, the user
also can see provide Good Reputation Points (GRP) or Bad Reputation Point (BRP),
greater access Kaskus, gain access to special forums donors.

For sellers to sell items with registration to Kaskus.us/register.php and offering
appropriate product category that has been provided by www.kaskus.co.id. The way
of transaction, in this case Kaskus totally not participate. Prospective buyers will
usually make a contact to the seller, negotiating and how payment is discussed in
private transactions between sellers and buyers. Buyers usually look for sellers who
have a good reputation of high although this is not a recommended seller. Since the
number of scams, www.kaskus.co.id not guarantee the quality of goods or services or
honesty seller in the transaction. When it comes to cases of fraud then the buyer can
report the case to the "Pos ronda FJB". Then, Kaskus will make a list of the seller
with a bad reputation.

4.2 RESEARCH RESULT
Actually, based on the counting the number of samples size in chapter 3 that used the
calculation of www.danielsoper.com revealed that minimal sample should be obtained
in this research were 84 respondents to prove the influences of recommended seller as
perceived value towards purchase intention of Kaskus community. As already
explained earlier that this research is better conducted through the Internet or online,
because the population of this research was selected from registered members on
www.kaskus.co.id.

Therefore, it is not difficult for the researcher to found out the registered-members,
because the researcher seeks clarification within the questionnaire of respondents
whether they are registered member or not. Researcher has received 109 respondents,
who filled out the questionnaires. From 109 received-respondents, the researcher only
took 100 respondents in accordance with the sample criteria in this research.
Researcher has to take 9 respondents out, because the sample is not in accordance
with the criteria.


Actually, 109 respondents in this research obtained for 9 days, started from June 10
th,
2013 to June 19
th
2013 at 5:16:42. And the third day (June 13
th
2013) was the day
where the researcher got a lot of respondents, which were 23 respondents.

In data analysis the researcher basically will use the Pearson correlation to get the
answer of first research question and also factor analysis to answer the second
research question.

4.2.1 CHARACTERISTIC OF RESPONDENTS
a. Sex
Table 4.1. Total of Respondents sex
Sex

Frequency Percent Valid Percent Cumulative
Percent
Valid
Men 71 71.0 71.0 71.0
Women 29 29.0 29.0 100.0
Total 100 100.0 100.0

In conducting this research, the researcher have got 100 respondents, previously in
chapter 3 the researcher explained that this research only need 100 respondents to
completed this research. The composition of the 100 respondents, who had obtained,
stated that 71 people (71%) are male respondents, 29 people (29%) are female, and
also there is a respondent did not fill the sex column. Based on this data, it showed
that the numbers of men are more than women in terms of using or visiting
www.kaskus.co.id.

Beside the table 4.1 above, it still has more explanations why men are dominant as
users of www.kaskus.co.id. Firstly, according to the social news site, which are Digg,
Reddit, and Slashdot in Pindom (2009) that significantly there is more male users than
female. And also in book of Enhancing enterprise competitiveness: (marketing,
people, IT and entrepreneurship) authored by Gupta,Jain and Dhar (2007: 160) stated
that from the population of 125 million that provided a solid base of an estimated 4.8


million experienced online shoppers. Amongst, the male are 52% and 48% are
female.

Another reason that men are the most on www.kaskus.co.id because the history of
www.kaskus.co.id itself. Which www.kaskus.co.id started their platform with the
content about negative smell such as: pornographic and underground discussion.
Which is on www.oprah.com revealed that men often consume more and more porn.
The last reason is about psychological factor; on www.she-conomy.com (2009)
revealed statistically 79% have to try the product before making a transaction. It
means that women are more love to shopping, if they can make physical contact to the
objects or goods that will be purchased.

b. Age
Table 4.2 Ages of Respondents
Age

Percent
Valid
> 26 Years Old 31 31.0 31.0 31.0
20 - 22 Years Old 31 31.0 31.0 62.0
23 - 25 Years Old 25 25.0 25.0 87.0
17 - 19 Years Old 13 13.0 13.0 100.0
Total 100 100.0 100.0

From the 100 respondents obtained, shows that the age of 20-22 is the most dominant
that is 31% or 31 respondents, and the second stage is the respondents age over 26
that is 30% or 30 respondents, third ranked is the average age of 23 - 25 is 25% or 25
respondents, and the last ranked is the age of 17-19 is 14% or 14 respondents. Based
on the results from the table, it can be said that the age of 20-22 and more than 26
years old are the most-visited of www.kaskus.co.id

Baseu on the output of table 4.2 above, that theie is no significant mistake, which
is accoiuing to "Life 0nline" which has been conuucting a ieseaich on Euiope to
know the aveiage age of Inteinet useis staiteu fiom 2uuS to 2u11, anu they
ievealeu that 26-S4 yeais olu is moie uominant than people in 17-2S yeais olu.
Not only that, also the uata fiom www.pewinteinet.com in 2u1u ievealeu that


the most uominant inteinet usei, especially social meuia aie people in 2S-SS
yeais olu.

c. Occupation
Based on the data collected from 100 respondents, shows the top three rankings, those
are: students, privates employees and entrepreneurs. Which the total numbers of
students are 45 respondents (45%), there are 17 respondents (17%) of private
employees, and entrepreneurs are 13 respondents (13%). It can be concluded that the
average buyers have an experienced in buying a hand phone on trading forum of
www.kaskus.co.id are students.

Table 4.3 Occupations of Respondents
Occupations

Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Students 45 45.0 45.0 45.0
Private Employees 17 17.0 17.0 62.0
Entrepreneurs 13 13.0 13.0 75.0
Employee 6 6.0 6.0 81.0
Civic Servants 3 3.0 3.0 84.0
Broker 2 2.0 2.0 86.0
Teacher 2 2.0 2.0 88.0
Security 2 2.0 2.0 90.0
Assistant Manager 1 1.0 1.0 91.0
Creative Designer 1 1.0 1.0 92.0
Doctor 1 1.0 1.0 93.0
Freelance 1 1.0 1.0 94.0
IT 1 1.0 1.0 95.0
Junior Trader 1 1.0 1.0 96.0
Musician 1 1.0 1.0 97.0
Unemployed 1 1.0 1.0 98.0
Driver 1 1.0 1.0 99.0
Store Manager 1 1.0 1.0 100.0
Total 100 100.0 100.0

d. Duration as Registered Member


Table 4.4. Duration as registered member of respondents
Percent
Valid
> 2 Years old 61 61.0 61.0 61.0
2 Years old 39 39.0 39.0 100.0
100 100.0 100.0

Based the table above, the researcher can be concluded that most of respondents has
been a registered member for more than 2 years, that is 61 respondents (61%). And
the rest of respondents are has been experienced as Kaskus registered members are 39
respondents.
e. Buying Frequency
Table 4.5 Buying Frequencies

Percent
Valid
1 52 52.0 52.0 52.0
2 25 25.0 25.0 77.0
3 7 7.0 7.0 84.0
4 4 4.0 4.0 88.0
5 4 4.0 4.0 92.0
6 3 3.0 3.0 95.0
> 10 2 2.0 2.0 97.0
>30 1 1.0 1.0 98.0
10 1 1.0 1.0 99.0
17 1 1.0 1.0 100.0
Total 100 100.0 100.0

Based on the table of the frequency of purchase from the respondent above, it can be
concluded that most respondents doing single transaction in the purchase of mobile
phones on trading forum of www.kaskus.co.id, that is 52 respondents (52%) or it can
be said more than half of the respondents were obtained. And also surprised that there
is a respondent has bought a hand phone more than 30 times.



4.2.2 DESCRIPTIVE EACH ITEM IN VARIABLE X
Basically, in this research the recommended seller as perceived value is the variable X
or independent variable. Theoretically, the variable X or independent in this research
has four dimensions to be tested. Those are: Emotional, Social, Quality and Price
(Sweeney and Soutar in Aakouk (2006). To find out the influence of this variable X
towards variable Y, the researcher has created two questions in minimum for each
explained dimensions.

1. Emotional Dimensions

In this dimension basically there are three items or questions on the questioner
and the result from the data analysis processing are:
- First item of emotional dimension
Table 4.6 Variable X items descriptive
PV1emotional

Percent
Valid
1.0 2 2.0 2.0 2.0
2.0 10 10.0 10.0 12.0
3.0 21 21.0 21.0 33.0
4.0 51 51.0 51.0 84.0
5.0 16 16.0 16.0 100.0
Total 100 100.0 100.0

Based on the table above, which the question is Saya merasakan nilai atau pesan
positif untuk membeli secara online sebuah produk yang dimaksud oleh penjual di
forum jual beli Kaskus (Ive felt the positive value or message to buy a goods in
online way, which is intended by the seller on the trading forum of Kaskus) can be
concluded that Kaskus user said they are agreed and felt about positive value or
message from the seller.
- Second item of emotional dimension

The question of the table 4.7 is Saya memiliki rasa percaya untuk melakukan
transaksi, seperti membeli sebuah hand phone di forum jual beli kaskus (I do believe


in making a transactions, such as buy a hand phone in the trading forum of kaskus),
which the result shown us that most respondent or 40% respondents more said it
neutral and second percentage (34%) is disagreed about this item.

PV2emotional

Percent
Valid
2.0 16 16.0 16.0 16.0
3.0 34 34.0 34.0 50.0
4.0 40 40.0 40.0 90.0
5.0 10 10.0 10.0 100.0
Total 100 100.0 100.0

- Third item of emotional dimension

PV3emotional

Percent
Valid
1.0 2 2.0 2.0 2.0
2.0 15 15.0 15.0 17.0
3.0 30 30.0 30.0 47.0
4.0 42 42.0 42.0 89.0
5.0 11 11.0 11.0 100.0
Total 100 100.0 100.0

Based on the table above, which the question is Forum Jual beli Kaskus membuat
saya nyaman untuk pembelian sebuah hand phone secara online (Kaskus trading
forum makes me feel the comfortable atmospheres in purchasing an hand phone
through online) can be concluded that there are 43% of respondent as registered-
member said they are agreed and feel the comfortable atmospheres in buying a hand
phone through online, even though 33% respondents revealed they are disagreed
about this item.



2. Social Dimension Item
In this dimension basically there are two items or questions on the questioner and the
result from the data analysis processing are:

- First item of social dimension

PV4social

Percent
Valid
1.0 1 1.0 1.0 1.0
2.0 4 4.0 4.0 5.0
3.0 18 18.0 18.0 23.0
4.0 44 44.0 44.0 67.0
5.0 33 33.0 33.0 100.0
Total 100 100.0 100.0

From 100 respondents revealed that 44% respondents are agreed and 30% of them are
strongly agreed about this item, which the question is Saya mencari informasi tentang
sebuah produk, terutama hand phone di forum jual beli kaskus (I am looking for the
information about goods, particularly an hand phone in the trading forum of Kaskus).
So it can be concluded that most of them looking for the information about a hand
phone on trading forum of www.kaskus.co.id and it might be the information about
the prices or specification of the hand phone itself.

- Second item of social dimension
Table 4.10 Variable X item descriptive
PV5social

Percent
Valid
2.0 7 7.0 7.0 7.0
3.0 13 13.0 13.0 20.0
4.0 39 39.0 39.0 59.0
5.0 41 41.0 41.0 100.0


Total 100 100.0 100.0

The question of the table above is Komunitas dari Kaskus membantu saya percaya
untuk mempertibangkan membeli sebuah produk terutama hand phone secara online
(Kaskus community helps me building the trust in consider buy a goods, especially
hand phone in online way). It shown us that almost half of respondents said strongly
agreed (41% respondents) and 39% of respondents are agreed. So it can be concluded
that the community on www.kaskus.co.id have a possibility to help the customer build
a trust and make positive consideration when the customers will buy a hand phone.

3. Quality Dimension Items

- First item of quality dimension

PV6quality

Percent
Valid
1.0 2 2.0 2.0 2.0
2.0 16 16.0 16.0 18.0
3.0 27 27.0 27.0 45.0
4.0 36 36.0 36.0 81.0
5.0 19 19.0 19.0 100.0
Total 100 100.0 100.0

Based in the table above, which the question is Komunikasi antara penjual dan
pembeli di forum jual beli kaskus sangat baik (The communication level between the
seller and buyer in trading forum of Kaskus is going well). Most respondents chose
agreed that is 36%, and 27% respondents stand in neutral. Although some of the
respondents said strongly disagreed about the communication on www.kaskus.co.id is
going well.

This is possible because the seller is also being active in providing information about
the products knowledgement. Whereas according to Prakash (2008) purpose of


online platform is to inform your prospects, customers and visitors interested to know
more about your company, about you, and your products among others. So it can be
concluded that if the company website or individual online platform provide clearly
information to the target market, it will make the communication in terms of making
transaction going well.

- Second item of quality dimension

PV7quality
Percent
Valid
1.0 15 15.0 15.0 15.0
2.0 26 26.0 26.0 41.0
3.0 33 33.0 33.0 74.0
4.0 18 18.0 18.0 92.0
5.0 8 8.0 8.0 100.0
Total 100 100.0 100.0

The question of this item is Informasi tentang identitas penjual di forum jual beli
kaskus jelas (The identity of the seller on www.kaskus.co.id trading forum is cleared).
The result from data analysis that conducted by the researcher stated that most
respondents stand in neutral, which is 33% or 33 of 100 out respondents, and 26 of
100 out respondents said disagreed and also the total of strongly disagreed is more
than strongly agreed. It can be concluded, it happened because most the sellers on
www.kaskus.co.id using pseudonym as their user name or display name on their
online thread.

4. Price Dimension Items

After conducted data analysis, in this item there is a respondents did not make a
clearly answer, it revealed from the data processing table bottom. As the conclusion
about the eighth item from price dimension, which the question is Harga hand phone
di forum jual beli kaskus lebih baik dari pada online-shopping lain (Kaskus trading


forum has better price than other online-shopping in terms of hand phone), that it can
be said most respondent are agreed about the price on www.kaskus.co.id is more
inexpensive than other online shopping. Where half of respondents or 56%
respondents revealed they are agreed about that and 24% respondents are strongly
agreed.

- First item of price dimension
PV8price

Percent
Valid
2.0 7 7.0 7.1 7.1
3.0 12 12.0 12.1 19.2
4.0 56 56.0 56.6 75.8
5.0 24 24.0 24.2 100.0
Total 99 99.0 100.0

Missing System 1 1.0

Total 100 100.0

- Second item of Price dimension
PV9price
Percent
Valid
2.0 3 3.0 3.0 3.0
3.0 11 11.0 11.0 14.0
4.0 33 33.0 33.0 47.0
5.0 53 53.0 53.0 100.0
Total 100 100.0 100.0

Basically, the researcher put Harga hand phone di forum jual beli kaskus lebih
kompetitif dibandingkan dengan harga toko (The hand phone prices on the trading
forum of Kaskus is more competitive than the shops) on the questioner as item of
price dimension. After conducted data analysis processing. 53% respondents or half
of respondents revealed that they are strongly agreed that the price on
www.kaskus.co.id is more inexpensive than traditional way or shop.


- Third item of Price dimension
The distance of number between agreed scale and neutral scale from the table above
is quite short, which is 44 (44%) respondents feet in agreed and 36 (36%)
respondents said neutral. Where is the question of this item is Harga yang ditawarkan
oleh penjual sesuai dengan manfaat yang ditawarkan (Seller offers the price in
accordance with the benefit offered)

PV10price
Percent
Valid
2.0 5 5.0 5.0 5.0
3.0 36 36.0 36.0 41.0
4.0 44 44.0 44.0 85.0
5.0 15 15.0 15.0 100.0
Total 100 100.0 100.0

4.2.3 DESCRIPTIVE EACH ITEM IN VARIABLE Y

Basically, in this research the purchase intention is the variable y or dependent
variable. Theoretically, the variable Y or dependent in this research has 3 dimensions
to be tested. Those are: Likely, Definitely would, and Probable. Actually, the
researcher has created two questions in minimum for each explained dimensions.

1. Likely Dimension Items

Generally, there are three items from this dimension to be tested to respondents on
www.kaskus.co.id and specifically, these items has been spreading in Hand phone and
PDA, those are:

- First item of Likely dimension
The question on the questioner of this item is Saya berencana untuk membeli sebuah
hand phone di forum jual beli Kaskus (I am planning to buy a hand phone on
www.kaskus.co.id trading forum). Based on the table 4.16 below it can be concluded


that 40 of 100 out or 40 respondents were agreed that they have a planning to buy a
hand phone on Kaskus trading forum, and quarter of respondents or 25% respondents
stand in neutral, it happened might be because the respondents do not need to buy a
hand phone on www.kaskus.co.id in the near future. There is only 3 of 100 out
respondents said that they are strongly disagreed, it might they have not good
experienced when they made the first transaction on Kaskus trading forum.

Table 4.16 Variable Y item descriptive
PI1likely
Percent
Valid
1.0 3 3.0 3.0 3.0
2.0 15 15.0 15.0 18.0
3.0 25 25.0 25.0 43.0
4.0 40 40.0 40.0 83.0
5.0 17 17.0 17.0 100.0
Total 100 100.0 100.0

- Second item of Likely dimension
PI2likely

Percent
Valid
1.0 5 5.0 5.0 5.0
2.0 7 7.0 7.0 12.0
3.0 13 13.0 13.0 25.0
4.0 45 45.0 45.0 70.0
5.0 30 30.0 30.0 100.0
Total 100 100.0 100.0

After conducted data analysis processing using the SPSS 21.0 for the question of
second item from the likey dimension, which the question is Recommended seller di
thread penjual hand phone menarik perhatian saya (Recommended seller in the thread
of sellers phone caught my attention). And the results are most respondents attracted
by the recommended seller in terms of intention to buy a hand phone. 45% or 45 of
100 out respondents said agreed, more than quarter of respondents said strongly
agreed, and 12 of 100 out respondents revealed that recommended seller on the


sellers thread do not change their attitudes.

- Third item of Likely dimension

The question for the table 4.18 below is Penyampaian pesan yang baik membuat
saya tertarik untuk membeli handphone di forum jual beli kaskus (Good
communication in terms of sending a messages make me interested to purchase hand
phone on www.kaskus.co.id trading forum). From the table 4.18 the researcher can
make a conclusion that most respondents which is 47% are agreed about the good
communication can increase their intention towards a hand phone. 33% or 33 of 100
out respondents stand in strongly agreed and 12 of 100 out respondents are neutral.

PI3likely

Percent
Valid
1.0 1 1.0 1.0 1.0
2.0 7 7.0 7.0 8.0
3.0 12 12.0 12.0 20.0
4.0 47 47.0 47.0 67.0
5.0 33 33.0 33.0 100.0
Total 100 100.0 100.0

2. Definitely would dimension items

Generally, there are three items from this dimension to be tested to respondents on
www.kaskus.co.id and specifically, these items has been spreading in Hand phone and
PDA, those are:

- First item of Definitely Would dimension

Based on the table 4.19 below, 55% or 55 of 100 out respondents revealed clearly
information is one of the factor can increase the purchase intention. And there are
only 8 of 100 out respondents said they are not agreed with that. Which the question
of this item is Pengarahan ke sebuah produk yang tidak bertele-tele membuat saya


tertarik. (Straight to a product clearly makes me interested).
PI4DW

Percent
Valid
1.0 1 1.0 1.0 1.0
2.0 7 7.0 7.0 8.0
3.0 13 13.0 13.0 21.0
4.0 55 55.0 55.0 76.0
5.0 24 24.0 24.0 100.0
Total 100 100.0 100.0

- Second item of Definitely Would dimension

The question of this item is Saya memiliki keseriusan untuk membeli sebuah
handphone atau produk di forum jual beli Kaskus (I have seriousness to buy a hand
phone or product on Kaskus trading forum). After the data processing in descriptive,
the researcher can be concluded that most registered member of www.kaskus.co.id
has the level of serious in buying a hand phone, which is the number from the table
4.21 below shown 52% respondents said agreed and 19% strongly agreed.

PI5DW

Percent
Valid
1.0 3 3.0 3.0 3.0
2.0 9 9.0 9.0 12.0
3.0 17 17.0 17.0 29.0
4.0 52 52.0 52.0 81.0
5.0 19 19.0 19.0 100.0
Total 100 100.0 100.0



4. Probable Dimension Items

- First item of Probable dimensions

From 100 respondents of Kaskus registered member, 47% or 47 of 100 out
respondents revealed they are agreed that they have considering to make a transaction
on www.kaskus.co.id, And 30 of 100 out respondents are strongly agreed about that.
Even though 23 of 100 out respondents are most neutral and disagreed or strongly
disagreed. The question of this item on the questioner is Saya mempertimbangkan
untuk membeli handphone di forum jual beli kaskus (I am considering to buy a hand
phone on Kaskus trading forum).

PI6probable

Percent
Valid
1.0 4 4.0 4.0 4.0
2.0 8 8.0 8.0 12.0
3.0 11 11.0 11.0 23.0
4.0 47 47.0 47.0 70.0
5.0 30 30.0 30.0 100.0
Total 100 100.0 100.0

- Second item of Probable dimension

PI7probable

Percent
Valid
1.0 2 2.0 2.0 2.0
2.0 15 15.0 15.0 17.0
3.0 22 22.0 22.0 39.0
4.0 36 36.0 36.0 75.0
5.0 25 25.0 25.0 100.0
Total 100 100.0 100.0

Basically, the question for this item is Saya memilih forum jual beli Kaskus dalam
setiap pembelian hand phone (I chose the kaskus trading forum in every purchasing


hand phone) and the result after the data processing shown that 41 of 100 out
respondents revealed they choose www.kaskus.co.id to buy a hand phone. It might
be because they are Kaskus registered members, which is they should be have well
understanding about the Kaskus atmosphere. However, 22% or 22 of 100 out
respondents are more neutral about this case.

- Third item of Probable dimension

38% or 38 of 100 out respondets which is they are Kaskus registered members said
agreed and 29% or 29 of 100 out respondents stand in strongly agreed that they make
good suggestion to others about buying a hand phone on www.kaskus.co.id. Which
the question of this is Saya menyarankan kepada orang lain untuk membeli sebuah
hand phone di forum jual beli Kaskus (I give recommendation to others to buy a hand
phone on kaskus trading forum). However, still 23% or 23 of 100 out respondents
said they are neutral and 10 of 100 out respondents did not take it seriously.
PI8probable
Percent
Valid
1.0 2 2.0 2.0 2.0
2.0 8 8.0 8.0 10.0
3.0 23 23.0 23.0 33.0
4.0 38 38.0 38.0 71.0
5.0 29 29.0 29.0 100.0
Total 100 100.0 100.0

4.3 VALIDITY AND RELIABILITY TEST

Before to the next stage of analysis, in this data processing researcher has to examine
that the data are valid and reliable.

4.3.1 VALIDITY TEST

The validity test purpose is to show the size the exact measures what will be
measured. So this research can say the higher the validity of a test tool, the test
tool is increasingly on the target, or show what it should be measured.


a. Validity test of Variable X

Table 4.24. Validity of Variable X
Item-Total Statistics

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if
Item Deleted
1. PV1 33.860 32.344 .553 .409 .865
2. PV2 33.990 31.707 .701 .612 .854
3. PV3 34.020 31.091 .714 .620 .852
4. PV4 33.470 33.686 .485 .311 .870
5. PV5 33.470 32.292 .563 .453 .864
6. PV6 33.880 30.470 .723 .671 .851
7. PV7 34.630 30.175 .648 .580 .858
8. PV8 33.540 33.645 .529 .544 .867
9. PV9 33.200 34.949 .367 .580 .878
10. PV10 33.800 32.606 .692 .593 .856

Based on the above data all the data obtained in the variable x can be said a valid data,
because the results of the corrected item-total correlation (r Count) greater than "r
table"
Hypothesis
H
0
= the data are normally valid
H
a
= the data are not normally valid
Decision-making
r Table r Count, Ho accepted, Ha rejected
r Table < r Count, Ho rejected, Ha accepted
Result
r Table = 0.17
Because t Table < r Count, so the Ho are accepted. So it can be concluded that the
data of variable X are valid.



b. Validity Test of Purchase Intention

Table 4.25 Validity of Variable Y
Item-Total Statistics

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
1. PI1 27.059 29.284 .698 .591 .880
2. PI2 26.657 29.812 .648 .516 .885
3. PI3 26.529 31.083 .625 .531 .887
4. PI4 26.588 31.314 .665 .561 .884
5. PI5 26.843 29.044 .797 .709 .871
6. PI6 26.657 29.851 .666 .555 .884
7. PI7 26.951 29.413 .677 .568 .883
8. PI8 26.765 30.657 .649 .487 .885

Same as the variable X, the variable Y also valid, because the results of the corrected
item-total correlation (r Count) greater than "r table" thou.
Hypothesis
H
0
= the data are normally valid
H
a
= the data are not normally valid
Decision-making
r Table r Count, Ho accepted, Ha rejected
r Table < r Count, Ho rejected, Ha accepted
Result
r Table = 0.17
Because t Table < r Count, so the Ho are accepted. So it can be concluded that the
data of variable Y are valid.

4.3.2 REALIBILITY TEST
Reliability is a measure of internal consistency of the indicators which show the
degree to which the produces latent constructs or the common latent. High reliability
provides the basis for the level of confidence that each indicator is consistent in its
measurement. Boundary value reliability by using Cronbachs Alpha is usually
accepted is 0.600 (Malhotra 2005)


a. Reliability Test of Perceived Value

Table 4.26 Reliability Statistics of Perceived Value
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.874 .875 10

Based on the table above, it can be concluded that results of the table is quite
satisfactory. The number in table 4.1 above has been in the standard number of
Cronbachs Alpha, which has been determined that is above .600. So all the
dimensions in perceived value of this research is reliable.
b. Reliability Test of Purchase Intention

Table 4.27 Reliability Statistics of Purchase
Intention
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.896 .897 8

The result of the table above is also satisfactory. The number in the table of purchase
Intention as variable Y has been in the standard number of Cronbachs Alpha, which
has been determined that is above .600. So it can be concluded that all the dimensions
of this variable is reliable.
4.4 NORMALITY TEST
Generally, normality test is a test tool that is used to determine whether the data is
spread follow a normal distribution or not.

4.4.1 NORMALITY TEST OF PERCEIVED VALUE (Variable X)

In the normality test, this research are using 0.05 alpha (standard error) and the result
of normality test from the first population are shown below:



Table 4.28. Tests of Normality of Variable X
Kolmogorov-Smirnov
a
Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Perceived
Value
.080 100 .117 .978 100 .091
a. Lilliefors Significance Correction
Based on the table above, it shown that the significance from Kolmogorov-Smirnov
row is 0.117
Hypothesis
H
0
= the data are normally distributed
H
a
= the data are not normally distributed
Decision-making
Sig , Ho accepted, H
a
rejected
Sig < , Ho rejected, Ha accepted
Result
Sig = 0.117

Because the Sig > , so the Ho are accepted. So it can be concluded that the data are
normally distributed.

Figure 4.1. Perceived Value Plot Output



Based on the figure above, it shows the data distribution from researcher to
respondents can be said that is quite good distribution, because the normal QQ plot of
the results from the previous data prove that the distribution of the points on the plot
is a straight-line.

4.4.2 NORMALITY TEST OF PURCHASE INTENTION (Variable Y)
After concluding that the population from the before data are normally distributed,
the next step is to make sure that the data from the after population are normally
distributed. The result of the after population normality test are shown below:

Table 4.29 Tests of Normality of Variable Y Output
Kolmogorov-Smirnov
a
Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Purchase
Intention
.095 100 .127 .960 100 .014
a. Lilliefors Significance Correction

Based on the table above, its shown that the significance from Kolmogorov-Smirnov
row is 0.127
Hypothesis
H
0
= the data are normally distributed
H
a
= the data are not normally distributed
Decision-making
Sig , Ho accepted, Ha rejected
Sig < , Ho rejected, Ha accepted
Result
Sig = 0.127
Because the Sig = , so the Ho are accepted. So it can be concluded that the data are
normally distributed.



Figure 4.2 Purchase Intention Normality Output

Based on the figure above, it shows the distribution of the data before can be said as a
good distribution, because the normal QQ plot of the results from the before data
prove that the distribution of the points on the plot is a straight- line.
After it shown that both data are normally distributed, the next steps from this
processing phase are to test whether both data have a different variance by using
Correlations test of variable X towards Y.

4.5 CORRELATION TEST OF VARIABLE Y TOWARDS VARIABLE Y
After passed the test of normality, then the research will be continued in order to
measuring the strong relationship between the perceived values and the variable of
purchase intention, after an examination of the correlation using SPSS 21.0 software,
it was found out the following of output:
Table 4.30. Table of Correlations output
Correlations
Purchase
Intention
Perceived
Value
Pearson
Correlation
Purchase intention 1.000 .826
Perceived Value .826 1.000
Sig. (1-tailed) Purchase Intention . .000
Perceived Value .000 .
N Purchase Intention 100 100
Perceived Value 100 100
Source: Data processing using SPSS 21.0 for mac



From the above table, it will be explained using the following hypotheses:
Ho = There is a significant relationship between perceived value with purchase
intention
Ha = There is no significant relationship between perceived value with purchase
intention

Basic Decision Making

Sig <Alpha, so there is a relationship between perceived values with purchase
intention
Sig> Alpha, so there is no relationship between perceived values with purchase
intention

Intention Decision

Sig = 0.000
Alpha = 0.05 level,
So Sig <Alpha, Ho is accepted.

Conclusion
There are significant relationships between perceived values towards purchase
intention with 0.826 points, where the influence are very positive and very strong
(Riduwan and Kuncoro, 2008). So, when the perceived values decrease, it will greatly
affects the purchase intention, otherwise if the perceived values increases, it also will
greatly affects the purchase intention.

4.6 FACTOR ANALYSIS
This analysis should be done because the researcher would like to know the
dimension of the independent variables on which factors are very influence on the
dependent variable. Previously, researcher has explained that there are four dimension
of the variable X, which these dimensions obtained from Sweeney and Soutar theory.


In analyzing this factor, it will be performed several times until researcher find the
result of output from component matrix there is only one column.

4.6.1 FIRST TEST OF FACTOR ANALYSIS
Figure 4.31. First KMO and Bartletts output
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .877
Bartlett's Test of Sphericity
Approx. Chi-Square 555.604
df 45
Sig. .000

Table 4.32. Anti-Image Matrix First Test output
Anti-image Matrices
PV1em
otional
PV2em
otional
PV3em
otional
PV4s
ocial
PV5s
ocial
PV6q
uality
PV7q
uality
PV8
price
PV9
price
PV10
price
Anti-
image
Covari
ance
PV1em
otional
.583 -.125 .009 .027 -.072 -.066 .005 .071 -.010 -.070
PV2em
otional
-.125 .308 -.136 -.011 .015 -.007 -.036 -.006 -.046 -.066
PV3em
otional
.009 -.136 .311 -.007 -.005 -.104 -.050 -.004 -.019 .034
PV4soci
al
.027 -.011 -.007 .612 -.101 -.048 -.024 .024 -.142 -.066
PV5soci
al
-.072 .015 -.005 -.101 .678 -.073 .034 -.049 -.074 -.020
PV6qual
ity
-.066 -.007 -.104 -.048 -.073 .277 -.113 -.032 .044 -.030
PV7qual
ity
.005 -.036 -.050 -.024 .034 -.113 .335 -.046 .097 -.103
PV8pric
e
.071 -.006 -.004 .024 -.049 -.032 -.046 .408 -.240 -.084
PV9pric
e
-.010 -.046 -.019 -.142 -.074 .044 .097 -.240 .429 -.017
PV10pri
ce
-.070 -.066 .034 -.066 -.020 -.030 -.103 -.084 -.017 .410
Anti-
image
Correl
ation
PV1em
otional
.904
a
-.294 .022 .046 -.115 -.165 .012 .145 -.021 -.143
PV2em
otional
-.294 .893
a
-.440 -.026 .034 -.024 -.111 -.016 -.127 -.185
PV3em
otional
.022 -.440 .884
a
-.017 -.011 -.355 -.154 -.012 -.053 .094
PV4soci
al
.046 -.026 -.017 .920
a
-.156 -.117 -.053 .049 -.277 -.133
PV5soci
al
-.115 .034 -.011 -.156 .929
a
-.169 .071 -.094 -.136 -.039
PV6qual
ity
-.165 -.024 -.355 -.117 -.169 .889
a
-.370 -.096 .128 -.088
PV7qual
ity
.012 -.111 -.154 -.053 .071 -.370 .879
a
-.124 .256 -.278
PV8pric
e
.145 -.016 -.012 .049 -.094 -.096 -.124 .817
a
-.574 -.205


PV9pric
e
-.021 -.127 -.053 -.277 -.136 .128 .256 -.574 .706
a
-.040
PV10pri
ce
-.143 -.185 .094 -.133 -.039 -.088 -.278 -.205 -.040 .924
a

a. Measures of Sampling Adequacy(MSA)

Table 4.33 componet matrix ouput
Component Matrix
a

Component
1 2
PV1emotional .646 -.310
PV4social .647 .317
PV5social .589 .322
PV6quality .844 -.286
PV8price .678 .507
PV9price .518 .737
PV10price .808 -.030
Extraction Method: Principal Component Analysis.
a. 2 components extracted.

Based on the first test, it can be seen from the component matrix have 2 components,
which is supposed or expected to form for one component. So to make the data above
to be valid or there is only formed one component, there should be re-testing to
removing the items in anti-image correlation that have MSA score less than alpha or
0,5. However in this case basically there is no score less than alpha or 0,5. So the
smallest MSA score have to dispose, that is PV9 Price, which is one of price
dimension.

4.6.2 SECOND TEST OF FACTOR ANALYSIS

After conducted the re-testing, which is there is only 9 items of variable independent
dimensions. In the second times of retesting of factor analysis still there are two
components in the matrix components. This indicates that the data is still not valid,
and the factors that influence cannot be concluded. As described in the formula for
searching the factor analysis, the data have a possibility to be concluded if the
component matrix has only one component.


So based on these tables below, the items PV3 emotional, which is one of the
emotional dimension items, should be take it out. And conducted the next re-testing.

Table 4.34 KMO and bartletts Test Output
df 36
Sig. .000

Table 4.35 Anti-image matrices output
Anti-image Matrices

PV1em
otional
PV2em
otional
PV3em
otional
PV4s
ocial
PV5s
ocial
PV6q
uality
PV7q
uality
PV8
price
PV10
price
Anti-
image
Covari
ance
PV1em
otional
.583 -.128 .009 .026 -.075 -.066 .008 .097 -.071
PV2em
otional
-.128 .313 -.141 -.029 .008 -.002 -.028 -.048 -.069
PV3em
otional
.009 -.141 .312 -.015 -.008 -.104 -.049 -.023 .033
PV4soci
al
.026 -.029 -.015 .663 -.138 -.037 .009 -.089 -.078
PV5soci
al
-.075 .008 -.008 -.138 .691 -.068 .055 -.138 -.024
PV6qua
lity
-.066 -.002 -.104 -.037 -.068 .282 -.134 -.011 -.028
PV7qua
lity
.008 -.028 -.049 .009 .055 -.134 .358 .014 -.106
PV8pric
e
.097 -.048 -.023 -.089 -.138 -.011 .014 .608 -.140
PV10pri
ce
-.071 -.069 .033 -.078 -.024 -.028 -.106 -.140 .411
Anti-
image
Correl
ation
PV1em
otional
.898
a
-.299 .021 .041 -.119 -.164 .018 .162 -.144
PV2em
otional
-.299 .886
a
-.451 -.064 .017 -.007 -.082 -.109 -.192
PV3em
otional
.021 -.451 .880
a
-.033 -.018 -.351 -.145 -.052 .092
PV4soci
al
.041 -.064 -.033 .935
a
-.204 -.085 .019 -.140 -.150
PV5soci
al
-.119 .017 -.018 -.204 .893
a
-.154 .111 -.212 -.045
PV6qua
lity
-.164 -.007 -.351 -.085 -.154 .887
a
-.420 -.028 -.084
PV7qua
lity
.018 -.082 -.145 .019 .111 -.420 .892
a
.029 -.277


PV8pric
e
.162 -.109 -.052 -.140 -.212 -.028 .029 .887
a
-.279
PV10pri
ce
-.144 -.192 .092 -.150 -.045 -.084 -.277 -.279 .907
a


Table 4.36 Component Matrix output

Component Matrix
a

Component
1 2
PV4social .625 .452
PV5social .572 .523
PV8price .634 .485
PV10price .810 .045

4.6.3 THIRD TEST OF FACTOR ANALYSIS
After passed the re-testing for the three times, finally the data of matrix component
can be directly declared valid, because in component column there is only one
component, and the factors that influences can be concluded.

And also based on the table below, the KMO score can be said valid, because the
score is above the alpha score or 0,5. That is 0,880 and then the data are significance
because the Sig. score is less than alpha

Decision-making
KMO > Alpha = accepted
Sig = 0.000
Alpha = 0.05 level
So Sig <Alpha, Ho is accepted.



The percentage of those factors
Based on table total variance explained below, revealed that these factors have 54,8%
in influencing customer behavior.
4.37 Output of KMO and Barletts third test
df 28
Sig. .000

4.38 Anti Image Matrices third test output
Anti-image Matrices
PV1emot
ional
PV2emot
ional
PV4so
cial
PV5so
cial
PV6qu
ality
PV7qu
ality
PV8p
rice
PV10p
rice
Anti-
image
Covaria
nce
PV1emot
ional
.583 -.156 .026 -.075 -.072 .010 .098 -.072
PV2emot
ional
-.156 .393 -.045 .005 -.071 -.063 -.073 -.068
PV4socia
l
.026 -.045 .664 -.139 -.048 .007 -.090 -.077
PV5socia
l
-.075 .005 -.139 .692 -.081 .055 -.139 -.023
PV6quali
ty
-.072 -.071 -.048 -.081 .321 -.175 -.022 -.020
PV7quali
ty
.010 -.063 .007 .055 -.175 .366 .010 -.104
PV8price .098 -.073 -.090 -.139 -.022 .010 .610 -.139
PV10pric
e
-.072 -.068 -.077 -.023 -.020 -.104 -.139 .414
Anti-
image
Correla
tion
PV1emot
ional
.872
a
-.325 .042 -.119 -.167 .021 .164 -.147
PV2emot
ional
-.325 .904
a
-.088 .009 -.198 -.167 -.149 -.169
PV4socia
l
.042 -.088 .922
a
-.205 -.103 .014 -.142 -.147
PV5socia
l
-.119 .009 -.205 .877
a
-.171 .109 -.214 -.043
PV6quali
ty
-.167 -.198 -.103 -.171 .862
a
-.509 -.049 -.055
PV7quali
ty
.021 -.167 .014 .109 -.509 .843
a
.022 -.267
PV8price .164 -.149 -.142 -.214 -.049 .022 .868
a
-.276
PV10pric
e
-.147 -.169 -.147 -.043 -.055 -.267 -.276 .905
a




Table 4.39 Output of Component Matrix third Test
Component Matrix
a

Component
1
PV1emotional .669
PV2emotional .833
PV4social .645
PV5social .594
PV6quality .854
PV7quality .797
PV8price .652
PV10price .829
Extraction Method: Principal Component
Analysis. a. 1 components extracted.

Table 4.40 Output of Total Variance Explained

Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 4.387 54.841 54.841 4.387 54.841 54.841
2 .971 12.132 66.973
3 .688 8.599 75.572
4 .569 7.118 82.690
5 .504 6.297 88.987
6 .353 4.411 93.398
7 .311 3.887 97.285
8 .217 2.715 100.000

4.6.3 CONCLUSION OF FACTOR ANALYSIS TESTS

From all items of variable X or independent, which is recommended sellers as
perceived value there is only eight items from four dimensions that highly influence
purchase intention of Kaskus community. These factors are: PV1 and PV2 from
emotional dimension, PV4 and PV5 from social dimension, PV6 and PV7 from
quality dimension, PV8 and PV10 from price dimension.



The total percentage of these factors in influencing purchase intention is 54.8% which
is it can bee seen from the table total variance explained. From the total of 54,8%, the
most influence factors are PV6 quality, after that followed by PV2 emotional and
PV10 price. Which is the score of PV6 as quality dimension is 0,854, PV2 as
emotional dimension is 0,833 and PV10 as price 0,829

In chapter 3, the researcher has described that the question of PV6 in questionnaire is
komunikasi antara penjual dan pembeli di forum jual beli kaskus sangat baik (The
communication level between the seller and buyer in trading forum of Kaskus is
going well) and the question of PV2 is Saya memiliki rasa percaya untuk melakukan
transaksi, seperti membeli sebuah hand phone di forum jual beli kaskus (I do believe
in making a transactions, such as buy a hand phone in the trading forum of kaskus)
and the last the question for PV10 as price dimension is Harga yang ditawarkan oleh
penjual sesuai dengan manfaat yang ditawarkan (Seller offers the price in accordance
with the benefit offered)



Chapter 5 - Conclusion

5.1 CONCLUSION

This research aims to determine the customer perceptions regarding the recommended
sellers as perceived value and to know about customer intention. Furthermore this
research also aimed to determine the effect of recommended sellers as perceived
value towards purchase intention of Kaskus community to a hand phone on
www.kaskus.co.id.

Based on the descriptive analysis of the variables generally known perceived value
which consist of the emotional dimension, social dimension, quality dimension, and
price dimension. Otherwise, the purchase intention consists of in three dimensions,
namely: Likely, Definitely Would and Probable. Recommended seller as perceived
value in this research is the independent variable, while the purchase intention is
dependent variable.

In chapter 4, the researcher has been described that there is influences of
recommended seller as perceived value towards purchase intention of Kaskus
community and the influence exerted very strong or significant. Which the results
obtained from the analysis using the pearson correlation.

So based on the pearson correlation results makes the first research question has been
answered, which the question is how are the influence of recommended seller to
increaser purchase intention from the potential buyers?

The researcher also looking for the specific factors in dimension of recommended
seller as perceived value to answer the second research question in this research. And
the researcher found that each dimension of recommended seller as perceived value is
very influential, which the level of influencing is 54,8% towards purchase intention of
Kaskus community.



Thus can be concluded that sending a messages or values in positive terms and
trustworthy can increase the purchase intention from the potential buyers and the
submission of such value in the online-shopping can be a determining factor in the
success of purchase intention.

5.2 RECOMENDATION

Based on the conclusion obtained, the researcher propose some practical advice and
theoretical, those are

5.2.1 PRATICAL ADVICE

Practical advices given to the seller on trading forum of www.kaskus.co.id and the
Kaskus itself as the company and also to other online-shopping are:

1. The marketing department of www.kaskus.com should be keep focused on the
recommended seller as perceived value as the one basic techniques to get
people to make transactions activities on www.kaskus.co.id. Because the
higher perceived positive value, then people would be interested in making
transaction on www.kaskus.co.id, so it can be increase the traffic of
www.kaskus.co.id and exactly it is give benefit to www.kaskus.co.id as online
company, which is always trying to improve the traffic level. Besides
spreading positive messages or values to the users, and people the marketing
of www.kaskus.co.id should give more unique ideas to the seller, which as
already described in this research that the sending-values inly affect 54%
purchase intention of customer.

2. The seller on www.kaskus.co.id should be provide more clearly identity about
themselves, because it can be created a better the sending-values or messages
to customers. Usually, online-shopping customers more preferred the clarity.
Online-shopping is not like traditional market or stores, where the customers
can directly trust on the things, because they have a possibility to make
physical contact with the seller and the product offered. Different story with


the online-shopping, where the identity of seller and sending-messages or
positive values is the key to make the customer trust and increase the purchase
intention.

5.2.2 ACADEMIC ADVICE

Academic suggestions are primarily for advanced research include the following:

1. Future research should be directed at the object research broader research to
get more general result of the factors that influence the recommended seller as
perceived value and increase customer purchase intention, for example by
increasing the number of samples, or addition of product categories.

2. In this research, 54,8% of recommended seller as perceived value factors are
influencing the purchase intention, so the further research may be to examine
the other factors that may affect the purchase intention.



References:

Books

Aakouk, Mustafa ,2006, Faculty of Economics Thesis: Market-based capabilities,
perceived quality and firm performance Defended, Groningen, Netherlands.
Alifahmi, Hifni, 2005, Strategi Komunikasi Pemasaran, PT. Mizan Pustaka, Jakarta.
Anwar, S, 2007, Metode penelitian, Penerbit Pustaka Pelajar, Yogyakarta.

Arikunto. Suharsimi, 2006, Prosedur Penelitian Suatu Pendekatan Praktik, Rineka
Cipta, Jakarta.
Bandyo-padhyay, N, 2003, E-commerce. Context, concepts and consequences.
McGraw-Hill International Editions, New York.
Berman, Barry; Evans, and Joel R. 2002, Retail Management: A Strategic Approach.
Prentice Hall, Englewood Cliffs.
Chaffey, Dave; 2006, Internet Merketing. Pearson Education. Prentince Hall, London.
Churchill, G.A, and Iacobucci, D, 2005, Marketing Research: Methodological
Foundations, 9
th
. Belomont CA: Thomson South-Western.
Dhar. Pinder, Gupta. Prashant, and Jain. Rajesh, 2007, Enhancing enterprise
competitiveness: Marketing, people, IT, and entrepreneurship, Allied Publishers.
Ghozali, Imam 2005. Aplilaksi analisis multivariate dengan program SPSS, Badan
Penerbit Diponegoro, Semarang.

Hamidi. 2005, Metode Penelitian Kualitatif, UMM Press, Malang

Hermawan, Kartajaya, 2002, Marketing Plus 2000 Siasat Memenangkan Persaingan
Global, Gramedia Pustaka Utama, Jakarta
Hikmat, Mahi M. 2011. Metode Penelitian dalam Perspektif Ilmu Komunikasi dan
Sastra, Graha Ilmu, Yogjajarkata

Keller, Kevin Lane. 1998, Strategic Brand Management : Building, Measuring, and
Managing Brand Equity, Prentice Hall, New Jersey
Kotler, and Keller, 2006, Marketing Management, 12
th
edition, Prentice Hall, New
Jersey

Kotler, P, and Armstrong, G, 2004, Principles of Marketing, 10th Edition. Pearson
Education Inc, Upper Saddle River,New Jersey


Kotler, P. 2001, A framework for marketing management. Upper Saddle River,
Prentice Hall, New Jersey
Kotler, Philip and Gary Armstrong, 2001, Prinsip-prinsip Pemasaran, jilid 2, Edisi
kedelapan, Erlangga, Jakarta
Kotler. Philip, and Gary. Armstrong, 2006, Principles of Marketing, 11
th
Edition,
Pearson Prentice Hall, New Jersey.

Philip Kotler, 2007, Marketing Management, Pearson Prentice Hall, New York

Schiffman, L.G. and L. L. Kanuk, 2000, Consumer Behaviour. 7th Edition. Prentice
Hall, New Jersey.
Sugiyono, 2009, Metodologi Penelitian Kuantitatif Kualitatif dan R&D, Alfabeta,
Bandung
Sujoko Efferin. 2004. Metode Penelitian Untuk Akuntansi, Bayumedia Publishing,
Jawa Timur.

Terence A. Shimp. 2003, Periklanan Promosi Aspek Tambahan Komunikasi
Pemasaran Terpadu, First edition, Erlangga, Jakarta

Uma Sekaran, 2006, Metodologi Penelitian untuk Bisnis, Edisi 4, Buku 2, Salemba
Empat, Jakarta.

Wahyuningsih, 2004, Customer Value: Consept, Operationalization, and Outcome.
Usahawan. Agustus, No.8 TH XXXIII.
William F. Arens, 1993, Contemporary Advertising (international Edition).Mc.Graw
Hill, New York.
Journal:
Anckar, Bill and D'Incau, Davide, 2002, "Value Creation in Mobile Commerce:
Findings from a Consumer Survey," Journal of Information Technology Theory and
Application (JITTA),

Bagozzi, Baumgartner, and YI, 1989, An investigation into the role of intentions as
mediators of the attitude-behavior relationship, Journal of Economic Psychology
1989 pages 35-62, North Holland

Chen, W.K. Huang, and H.C. Chou, S.C, 2008, Understanding consumer
recommendation behavior in a mobile ohone service context

Cronin, J.J., Brady, M.K., and Hult, G.T.M, 2000, Assessing the effects of quality,


value, and customer satisfaction on consumer behavioral intentions in service
environments. Journal of Retailing, 76(2), 193-218.
Garusing Arachchige, 2002, J.J Application of marketing mix elements (4ps) in the
library sector http://eprints.rclis.org/6742/, accessed on May 29
th
2013 at 11.17 PM

Hsinkuang Chi, Huery-Ren Yeh, and Yi Ching Tsai, 2011, The Influences of
Perceived Value on Consumer Purchase Intention: The Moderating Effect of
Advertising Endorser. Journal of International Management Studies, Pages 92-97

Karen H Smith and Natesan. N Chinna, 1999, Consumer Price-quality beliefs:
Schema Variable Predicting Individual Differences, Advances in Consumer
Research, volume 26, Pages 562-568

Kinnear, Thomas C. and James R. Taylor, 1995, Marketing Research: An Applied
Approach. McGraw Hill Text.
Komulainen, Mainela, Tahtinen, and Ulkuniemi in Alsheikhand and Bojei, 2012,
Customers perceived value to use mobile banking services

Kuo. Ying-Feng, Wu. Chi-Ming, Deng. And Wei-Jaw, 2009, The relationships
among service quality, perceived vaue, customer satisfaction, and post-purchase
intention in mobile value-added services, Journal computers in Human Behavior,
pages 887-896

Lestari. P.N, Siburian.P.S, and Asnawati, 2012, Pengaruh Iklan, Brand Trust, dan
Brand Image terhadap Minat Beli Konsumen WiGo 4G WiMax PT Berca Hardaya
Perkasa Di Kota Balikpapan

Life Online, 2012, Digital Agenda Scorboard, https://ec.europa.eu/digital-
agenda/sites/digital-agenda/files/scoreboard_life_online.pdf, accessed on June 25
th

2013 at 04.21 PM

Navarone, Okki, 2003, Analisi pengaruh tingkat kesuksesan produk baru dalam
peningkatan kinerja pemasaran Jurnal sains pemasaran Indonesia, Mei 2003 pages
111-122

Singgih D. 2011, Penggunaan internet sebagai media komunikasi dalam
menciptakan hubungan akrab. [Skripsi].Intstitut Pertanian Bogor, Bogor

Sweeney, J.C and G.N. Soutar. 2001, Customer Perceived Value : The Development
of Multiple Item Scale, Journal Retailing, Vol.77
Yaseen, Mariam Tahira, Gulzar and Anwar, 2011, Impact of Brand Awarness,
perceived quality and customer loyalty on brand profitability and purchase intention:
A resellers view, journal of contemporary research in business

Yulihasri, Aimnul and David, 2011, factors that influence customers buying
intention on shopping online


Website

http://royal.pingdom.com/2009/11/27/study-males-vs-females-in-social-networks/,
Study:Males vs. females in social networks, accessed on June 21
st
2013 at 09.08
PM

http://www.brandrich.com/blog/search-engine-optimization/what-is-the-purpose-of-
your-website.html, Prakash, Vinai, 2008, What is purpose of your website?,
accessed on June 25
th
2013 at 10.23 AM

http://www.jugglingart.org/2013/01/products-and-services-classification.html
Products and Services Classification According to Philip Kotler and Henry Assael,
accessed on May 24
th
2013 at 05.14 PM

http://www.oprah.com/relationships/The-Negative-Effects-of-Porn, the negative
effects of porn, accessed on June 21
st
2013 at 08.00 AM

http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/Part-
2/Demographics.aspx, Hampton. K, Goulet. S, Raineie. L, and Purcell. Kristen, 2011
Who are the social networking users?, accessed on June 20
th
2013 at 11.50 PM

http://www.she-conomy.com/facts-on-women, Holland, Stephanie, 2009 Marketing
to woman quick fact accessed on June 21
st
2013 at 11.34 AM

http://www.slashdocs.com/yvuxm/factor-analysis.html, Flyingvince, 2010, Factor
Analysis,accessed on June 20
th
2013 at 03.14 PM

http://www.statstutor.ac.uk, accessed on 5
th
June 2013 at 09.06 PM

www.alexa.com, accessed on April 29
th
2013 at 03.21 PM

www.danielsoper.com, accessed on 5
th
June 2013 at 08.45 PM

www.kaskus.co.id, accessed on April 28
th
at 09.31 AM



APPENDICES

APPENDIX A SURVEY QUESTIONNAIRE







APPENDIX B DATA OF RESPONDENTS



The researcher has spread the questionnaire through www.kaskus.co.id on Hand
phone and PDA category

Ti
m
es
ta
m
p
Nam
a
Je
ni
s
Ke
la
mi
n
U
s
i
a
Pe
ker
jaa
n
Apa
kah
anda
terd
aftar
seba
gai
mem
ber
di
www
.kas
kus.
co.id
?
Jika
YA,
suda
h
bera
pa
lama
anda
seba
gai
mem
ber
di
www
.kas
kus.
co.id
?
Apa
kah
anda
pern
ah
mem
beli
Han
dph
one
di
foru
m
jual
beli
www
.kas
kus.
co.id
?
PV
1e
mo
tio
nal
PV
2e
mo
tio
nal
PV
3e
mo
tio
nal
P
V4
so
ci
al
P
V5
so
ci
al
P
V6
so
ci
al
PV
7q
ua
lit
y
PV
8q
ua
lit
y
P
V
9
pr
ic
e
P
V1
0p
ric
e
PI
1l
ik
el
y
PI
2l
ik
el
y
PI
3l
ik
el
y
P
I4
D
W
P
I5
D
W
PI6
pr
ob
abl
e
PI7
pr
ob
abl
e
PI8
pr
ob
abl
e
Ji
ka
Y
A,
be
ra
pa
ka
li
pe
m
be
lia
n

40/
10/
20
13
19:
40:
31
Joni
Rizal
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Wir
aus
aha
YA > 2
Tahu
n
YA 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 2 Joni.rizal1
234@gma
il.com
43/
11/
20
13
9:4
3:1
6
Andis
yah
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Pe
ga
wai
Ne
egri
YA 2
Tahu
n
YA 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 1
45/
12/
20
13
9:4
5:5
2
Ami Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 4 2 4 4 2 2 4 5 4 4 4 4 4 4 4 4 4 1 Amidianty
_09@yah
oo.com
47/
12/
20
13
9:4
7:5
2
Toni
Andr
a
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Pe
ga
wai
YA > 2
Tahu
n
YA 1 2 2 4 3 2 2 4 4 2 3 2 2 2 2 2 2 3 1 ranger.toni
@yahoo.c
om
49/
12/
20
13
10:
49:
14
Rianti
Kinan
da
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA 2
Tahu
n
YA 5 4 4 4 4 5 4 4 4 4 5 4 4 4 4 4 4 5 1 rianti_kina
nda@gma
il.com
51/
12/
20
13
11:
51:
24
Nufus
Zahra
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA > 2
Tahu
n
YA 4 5 4 5 4 4 5 4 5 4 5 5 5 5 5 5 5 5 2 nufus_zah
ra20@yah
oo.com
52/
12/
20
13
12:
52:
29
Rian
Muba
rak
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 1 Mubarak_
elrian@ya
hoo.com
53/ Toma La 2 Ma YA 2 YA 5 5 5 5 5 5 5 5 5 5 4 4 4 4 4 4 4 4 1


12/
20
13
15:
53:
17
s ki-
lak
i
0
-
2
2
T
a
h
u
n
has
isw
a
Tahu
n
26/
12/
20
13
16:
26:
30
Ahma
d
Suba
rjo
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 4 2 5 4 3 2 4 5 4 4 4 4 4 5 5 5 4 2
43/
12/
20
13
16:
43:
56
ridho La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Wir
as
wa
sta
YA 2
Tahu
n
TIDA
K
4 4 4 4 3 3 3 4 4 4 4 4 4 4 3 3 3 3 tid
ak
pe
rn
ah
85215888
812
49/
12/
20
13
16:
49:
41
Selvi
a Sari
Rah
maw
ati
Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
Pel
ajar
YA > 2
Tahu
n
TIDA
K
4 2 2 5 3 4 3 4 4 4 1 5 5 4 3 5 3 4 0 Contact
number:
08525021
1340
E-mail:
v2ituaza@
yahoo.co
m
59/
12/
20
13
16:
59:
34
Marvi
an
La
ki-
lak
i
>
2
6
T
a
h
u
n
Wir
aus
aha
YA > 2
Tahu
n
YA 5 5 5 5 5 4 2 4 4 4 5 4 4 4 4 4 5 5 >
10
kal
i
vrab_kask
us@yahoo
.co.id
3/1
2/2
01
3
17:
03:
53
yukihi
ro
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 1 2 3 3 3 2 1 2 2 2 1 3 3 1 2 1 2 2 1 83880339
31
5/1
2/2
01
3
17:
05:
01
aman
da
Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
kar
ya
wa
n
sw
ast
a
YA > 2
Tahu
n
YA 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 du
a
kal
i
email saya
di
frankyawe
some@ya
hoo.com
untuk no
hp nya di
08211140
0671
5/1
2/2
01
3
17:
05:
28
adam
a
pasaj
adi
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
pel
ajar
YA > 2
Tahu
n
TIDA
K
4 5 5 4 4 5 5 3 3 4 3 2 4 5 5 5 4 5 0 08977939
327 sma
only :)
30/
12/
20
13
17:
30:
24
comb
ro
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Pek
erja
sex
non
ko
mer
sial
TIDA
K
2
Tahu
n
TIDA
K
1 5 1 5 1 5 1 5 1 5 1 5 1 5 1 5 1 5 1 combro@li
ve.com
45/
12/
20
13
17:
45:
42
Haris
Rizqi
Arifin
La
ki-
lak
i
>
2
6
T
a
h
u
n
Gur
u
YA 2
Tahu
n
YA 3 4 4 4 4 5 3 5 5 3 5 5 5 5 5 5 5 5 >3
0
08564128
0807
harisarifin
@yahoo.c
o.id
52/
12/
andi La
ki-
>
2
wir
as
YA > 2
Tahu
YA 4 4 5 5 5 4 4 5 5 4 5 4 4 4 5 5 5 4 di
at
joe_mari
@rocketm


20
13
17:
52:
02
lak
i
6
T
a
h
u
n
wa
sta
n as
10
kal
i
ail.com
2/1
2/2
01
3
18:
02:
09
1syar
if
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
kar
ya
wa
n
YA 2
Tahu
n
YA 4 3 3 4 3 4 3 3 3 3 4 4 4 4 4 4 3 3 1 08213628
1995

akhmadm.
syarif@gm
ail.com
22/
12/
20
13
18:
22:
01
richar
d
La
ki-
lak
i
>
2
6
T
a
h
u
n
ma
has
isw
a
YA > 2
Tahu
n
YA 3 3 3 4 3 3 3 5 4 4 4 4 4 4 4 4 3 3 1 85299960
986
23/
12/
20
13
18:
23:
11
richar
d
La
ki-
lak
i
>
2
6
T
a
h
u
n
ma
has
isw
a
YA > 2
Tahu
n
YA 3 3 3 4 3 3 3 4 4 4 4 4 4 4 4 4 3 3 1 85299960
986
28/
12/
20
13
18:
28:
33
sigit La
ki-
lak
i
>
2
6
T
a
h
u
n
gur
u
YA > 2
Tahu
n
YA 4 5 5 5 5 5 4 5 5 5 5 5 5 4 5 5 5 5 2 08564707
9868
sigit_pdun
s@yahoo.
co.id.
33/
12/
20
13
18:
33:
58
Fadil La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Kar
ya
wa
n
Sw
ast
a
YA 2
Tahu
n
YA 4 3 3 2 2 2 2 2 4 3 2 4 4 3 3 4 3 4 1x 81294137
572
58/
12/
20
13
18:
58:
51
Donie La
ki-
lak
i
>
2
6
T
a
h
u
n
Kar
ya
wa
n
YA > 2
Tahu
n
YA 3 2 2 4 4 3 1 2 4 4 2 3 4 3 2 3 1 3 1 08571155
1985

semoga
skripisinya
cepat
kelar
gan...
sukses
selalu
5/1
2/2
01
3
19:
05:
05
agun
g
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
pel
ajar
YA 2
Tahu
n
YA 4 4 4 3 5 4 4 2 2 3 1 1 4 4 3 4 2 4 1 CP :
08788382
3573
Emal :
agung50.
marulitua
@gmail.co
m
14/
12/
20
13
19:
14:
44
Ahma
d
Habib
ulloh
/
Khbb
semp
lan(k
askus
)
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 3 4 5 4 5 5 3 5 5 4 4 5 5 4 5 5 5 4 2 08978946
364.
Email:
gokilhabib
@rocketm
ail.com
Kaskus:
Khbbsemp
lan
41/
12/
20
13
19:
41:
20
Khair
ul
Hana
fi
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Wir
as
wa
sta
YA > 2
Tahu
n
YA 5 3 5 5 5 5 3 5 5 3 4 5 5 5 5 5 5 5 5
kal
i

43/
12/
20
13
19:
43:
04
Setip
en
La
ki-
lak
i
2
3
-
2
5
T
a
Ma
has
isw
a
YA > 2
Tahu
n
YA 5 4 4 4 4 4 4 4 4 4 4 5 5 5 4 4 4 4 1 capek
selasai
penelitian
nyo..


h
u
n
58/
12/
20
13
19:
58:
52
Deny
Danu
Prase
tia
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Pel
ajar
YA > 2
Tahu
n
YA 4 4 4 5 5 5 5 5 5 5 4 5 5 5 4 5 3 5 1 HP :
08974709
275
email :
denydanu
p@gmail.c
om
38/
12/
20
13
20:
38:
01
adity
a
brilia
n
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
pel
ajar
YA > 2
Tahu
n
YA 4 4 5 5 4 4 4 5 5 5 4 4 5 4 5 4 4 5 4 85716167
977
5/1
2/2
01
3
21:
05:
07
Lucy
Apriy
anti
Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA > 2
Tahu
n
YA 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 1x cynta85@
yahoo.co
m
11/
12/
20
13
21:
11:
51
agus
rianto
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
wir
as
wa
sta
YA 2
Tahu
n
YA 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4 2
39/
12/
20
13
21:
39:
02
Bagu
s dwi
putra
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 4 4 3 3 4 3 5 4 4 2 4 4 4 4 4 2 2 1X 87771194
362
39/
12/
20
13
21:
39:
47
Nikki
lauda
hariy
ona
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 4 3 4 2 5 5 4 3 4 5 5 3 5 5 4 Ti
ga
kal
i
Nikki
lauda h :
08212258
2875
Hariyona_
nicky@ya
hoo.com
52/
12/
20
13
21:
52:
45
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 5 4 4 4 5 5 4 4 4 4 4 4 5 5 5 5 3 3 1 Rhefreshy
ourmind@
yahoo.co
m
43/
13/
20
13
0:4
3:2
3
Irvan
amra
n
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 3 3 4 3 4 4 3 4 5 4 4 4 4 4 3 4 4 4 1 amran.irva
n@yahoo.
com
5/1
3/2
01
3
1:0
5:5
3
Rifry
Marth
a
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
ma
has
isw
a
YA > 2
Tahu
n
YA 5 4 4 2 4 3 3 5 4 4 3 5 4 3 2 5 5 4 sa
tu
kal
i
martha.rifr
y@gmail.c
om
+6281277
229433
8/1
3/2
01
3
11:
08:
Andr
eas
La
ki-
lak
i
2
3
-
2
5
T
Cre
ativ
e
De
sig
ner
YA 2
Tahu
n
YA 3 3 4 5 4 2 2 5 5 4 3 5 5 5 5 5 4 4 3 no hp
08787771
6405
email
justoneze
@gmail.co


04 a
h
u
n
m

good luck
gan!
ditunggu
pulsanya
:p
16/
13/
20
13
11:
16:
41
katy
gak
pake
perry
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Pel
ajar
YA 2
Tahu
n
YA 4 4 4 5 4 5 5 4 4 5 5 5 5 5 4 5 5 4 3 tsoem@ya
hoo.com
21/
13/
20
13
11:
21:
01
yorid
a
Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
kar
ya
wa
n
YA > 2
Tahu
n
YA 2 2 3 4 5 3 3 4 4 3 3 4 4 4 4 5 4 5 1 83877124
715
4/1
3/2
01
3
12:
04:
33
Arif
Hiday
at
La
ki-
lak
i
>
2
6
T
a
h
u
n
Kar
ya
wa
n
YA > 2
Tahu
n
TIDA
K
3 4 4 4 4 4 4 3 4 4 4 5 4 4 4 5 3 4 0 CP : 0857
150 22424

Email :
arif.hidaya
t.an@gma
il.com

Semoga
sukses
gan,,,Than
k U....
7/1
3/2
01
3
12:
07:
41
ester Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
ma
has
iswi
YA > 2
Tahu
n
YA 4 3 4 5 4 4 3 4 4 4 4 5 4 4 4 5 4 4 2 ester.etreg
ie@yahoo.
com
24/
13/
20
13
12:
24:
03
Agusr
iady
Saput
ra
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 4 4 4 4 4 5 4 4 5 5 4 4 4 4 5 4 5 2
kal
i

33/
13/
20
13
12:
33:
23
Muha
mma
d
Alpia
ni
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 3 3 4 5 4 3 5 4 5 5 4 4 4 4 4 4 4 5
kal
i
85312520
003
34/
13/
20
13
12:
34:
54
saefu
l
bahrh
i
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
free
lan
ce
YA > 2
Tahu
n
YA 5 4 4 3 4 3 3 3 4 3 5 4 4 4 4 4 4 3 2 email :
mr@saefu
lbahri.web
.id
HP :
08983512
220

semoga
penelitian
anda
lancar dan
sukses
37/
13/
20
13
12:
37:
33
agun
g
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
pel
ajar
YA 2
Tahu
n
TIDA
K
4 4 3 4 3 2 2 2 4 1 4 4 5 3 4 2 4 0 cp :
08788382
3573
email :
agung50.
marulitua
@gmail.co
m
7/1
3/2
01
3
13:
CAT
UR
PRA
YOG
O
La
ki-
lak
i
2
0
-
2
2
SW
AS
TA
YA > 2
Tahu
n
YA 4 5 5 5 5 5 4 5 5 5 5 5 4 5 1 4 5 10 08983344
412
EMAIL
caturprayo
go@rocke


07:
51
T
a
h
u
n
tmail.com
12/
13/
20
13
14:
12:
20
fadki
ng
La
ki-
lak
i
>
2
6
T
a
h
u
n
prof
esi
ona
l
YA > 2
Tahu
n
TIDA
K
4 4 3 4 4 3 4 3 4 4 3 4 3 4 4 3 4 3 1 81380035
006
16/
13/
20
13
14:
16:
43
Gugi La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Pe
ga
wai
YA > 2
Tahu
n
YA 4 4 4 4 5 4 3 5 5 4 5 5 5 5 5 4 5 5 2 gugi.abdel
@gmail.co
m
7/1
3/2
01
3
15:
07:
40
Riond
ira
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 5 4 4 5 5 4 4 4 5 4 4 5 5 4 4 3 4 5 08122852
5651
riondira@
gmail.com
48/
13/
20
13
15:
48:
48
Andri
Kurni
awan
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Sat
pa
m
YA > 2
Tahu
n
YA 5 3 3 4 4 4 2 3 5 4 2 4 3 3 3 3 3 5 1 89835009
31
30/
13/
20
13
16:
30:
46
Arvin
Tobia
s
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1 08569314
0992/arvin
tobias7@g
mail.com

Semoga
ane yg
dapet
pulsanya,
sukses
buat tugas
akhirnya
gan
35/
13/
20
13
16:
35:
10
Kholi
d
Abdill
ah P.
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
TIDA
K
4 5 4 3 5 5 4 5 5 4 4 5 5 5 4 5 2 4 - 08573182
5957
kholidabdil
lah@gmail
.com
10/
13/
20
13
17:
10:
58
Andi La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 2 2 1 3 3 2 1 3 3 2 2 1 2 2 1 2 2 3 1 Sukses!
16/
13/
20
13
17:
16:
20
Shani Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA > 2
Tahu
n
YA 4 4 4 3 4 4 3 4 5 3 4 3 4 5 4 4 3 4 2 see you!
18/
13/
20
13
17:
18:
05
Atika Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 5 4 4 5 5 4 5 4 5 4 4 5 4 5 4 4 5 4 2
26/ Yoma La 2 Ma YA > 2 YA 2 2 2 3 2 2 2 2 3 2 2 1 1 2 1 2 2 2 1 Sukses


13/
20
13
18:
26:
40
den ki-
lak
i
0
-
2
2
T
a
h
u
n
has
isw
a
Tahu
n
skripsnya
gan
29/
13/
20
13
18:
29:
03
Sand
hi
La
ki-
lak
i
>
2
6
T
a
h
u
n
So
pir
YA 2
Tahu
n
YA 4 4 3 5 4 3 3 4 5 4 4 5 4 4 5 5 5 5 3 sandhi_ak
tar@yaho
o.com
30/
13/
20
13
18:
30:
33
tami Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA 2
Tahu
n
YA 4 5 5 5 5 4 3 4 5 5 5 5 5 5 5 5 5 5 1 Tami_kair
um18@g
mail.com
32/
13/
20
13
18:
32:
03
Tia Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 5 4 4 3 4 4 4 4 4 4 4 4 4 4 4 1 Tia_mimb
a@gmail.c
om
59/
13/
20
13
20:
59:
37
vay
rivai
Pe
re
m
pu
an
>
2
6
T
a
h
u
n
sw
ast
a
YA > 2
Tahu
n
YA 5 4 3 5 5 5 4 4 4 4 4 5 4 4 4 4 4 5 2 83834367
727
6/1
3/2
01
3
21:
06:
37
Hand
re
Putra
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Do
kter
YA > 2
Tahu
n
YA 4 4 4 5 5 4 3 5 5 5 3 5 3 5 4 5 5 5 2
kal
i
andegokil
@gmail.co
m
45/
14/
20
13
1:4
5:0
8
John La
ki-
lak
i
>
2
6
T
a
h
u
n
For
ex-
Ind
ex-
Gol
d
Tra
der
YA > 2
Tahu
n
YA 4 3 3 5 5 3 3 4 5 3 4 5 5 3 4 4 5 5 17
45/
14/
20
13
14:
45:
54
Aji
Anind
ito
La
ki-
lak
i
>
2
6
T
a
h
u
n
Pek
erja
mu
sik
YA > 2
Tahu
n
YA 5 4 4 3 3 4 3 4 3 3 4 4 4 2 4 4 2 3 1 donmarjon
o@gmail.c
om - good
luck ya
Pras!
27/
14/
20
13
16:
27:
35
Andr
o
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
wir
aus
aha
YA 2
Tahu
n
YA 3 2 2 4 2 2 2 2 2 2 1 2 2 2 1 2 1 2 1
33/
14/
20
13
16:
33:
41
Tutia
s
Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 3 4 5 4 3 2 4 5 3 3 1 2 3 2 3 4 4 2 tutias@ya
hoo.com
37/
14/
20
13
16:
37:
47
Pepp
er
Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA > 2
Tahu
n
YA 3 4 4 5 4 5 1 4 5 3 4 4 3 3 4 4 4 5 2 pepper_po
tts@stark.
com


49/
14/
20
13
18:
49:
34
vhy Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
skr
g
nga
ngg
ur,k
mrn
kon
trak
BP
S
YA > 2
Tahu
n
YA 3 4 4 5 3 3 3 4 5 4 2 3 4 4 5 3 3 1 1x 08527453
3614
oktaviyani.
vhy@gmai
l.com
51/
14/
20
13
18:
51:
18
agun
g
febria
n
La
ki-
lak
i
>
2
6
T
a
h
u
n
sw
ast
a
YA > 2
Tahu
n
YA 4 3 4 4 4 4 3 2 3 4 2 4 4 5 3 3 3 3 1 adungfebri
an@gmail.
com

08197554
546
0/1
4/2
01
3
19:
00:
48
Tono La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
ma
has
isw
a
YA > 2
Tahu
n
YA 3 2 1 2 3 2 1 4 4 3 2 3 2 2 2 1 2 2 1 tono_andt
oni@yaho
o.com
8/1
4/2
01
3
20:
08:
44
Duarj
o
La
ki-
lak
i
>
2
6
T
a
h
u
n
Sat
pa
m
YA 2
Tahu
n
YA 4 4 4 5 5 3 2 4 5 4 3 4 4 4 4 4 5 5 1 diarjo-
martoyo43
2@yahoo.
com
39/
14/
20
13
22:
39:
46
Vince
nt
Leo
Saput
ra
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 3 3 3 4 3 2 4 4 3 3 4 3 3 3 4 2 2 1 Contact
Number :
08382946
9145

Email :
Livartera
@gmail.co
m

Sukses ya
bro tugas
akhirnya,s
emoga
bermanfaa
t
kuisionern
ya.
0/1
4/2
01
3
23:
00:
24
Syam
sul
Maari
f
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 5 2 4 2 4 5 4 4 4 4 5 5 3 4 5 le
bi
h
da
ri
5
kal
i
un
tu
k
hp
Contact
Number :
08382000
2900
E-Mail :
cacuyz.ma
arif@gmail
.com
51/
14/
20
13
23:
51:
09
Izhha
rrudin
Afkar
La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
Pel
ajar
YA > 2
Tahu
n
YA 4 5 4 5 4 5 4 5 5 4 4 5 4 3 4 4 4 4 1 hp :
08385737
3521
email :
doublehrd
@gmail.co
m

smoga aja
ane dapet
gan
mayan
buat pulsa
2bln gan
:shakehan
d
31/
15/
20
13
0:3
1:5
2
saint
ho
valen
tino
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
IT YA > 2
Tahu
n
YA 5 3 3 5 5 5 4 5 5 5 4 4 5 5 4 3 3 4 2 08787113
9958
sainthosg
m@gmail.
com
29/
15/
20
13
Tono La
ki-
lak
i
2
3
-
2
Wir
aus
aha
YA > 2
Tahu
n
YA 2 3 2 3 2 1 1 4 5 3 2 1 2 2 2 2 2 1 2 tono_anto
ni@gmail.
com


10:
29:
08
5
T
a
h
u
n
31/
15/
20
13
10:
31:
20
Rianti Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA 2
Tahu
n
YA 2 2 2 2 2 1 1 4 5 3 2 3 2 3 2 1 2 2 1 rianti_mah
di@gmail.
com
55/
15/
20
13
11:
55:
38
Azhar
i
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 2 3 3 2 4 3 3 3 4 3 4 3 3 4 5 4 2 1 Contact
Number .
XL
08194707
2212
Email
Elantiaz@
gmail.com
50/
15/
20
13
19:
50:
34
Barn
es
La
ki-
lak
i
>
2
6
T
a
h
u
n
Wir
as
wa
sta
YA 2
Tahu
n
YA 4 4 3 5 5 5 4 5 5 5 5 5 5 4 4 5 3 5 6 Jonesbarn
es@me.co
m
53/
15/
20
13
19:
53:
31
Kijoy La
ki-
lak
i
>
2
6
T
a
h
u
n
ass
ista
nt
ma
nag
er
YA 2
Tahu
n
YA 3 3 4 5 5 4 4 5 4 4 4 5 3 4 4 5 5 4 2 87788079
806
56/
15/
20
13
19:
56:
14
Kinoy La
ki-
lak
i
>
2
6
T
a
h
u
n
Sto
re
ma
nag
er
YA 2
Tahu
n
YA 4 3 4 3 4 4 3 3 4 3 4 5 4 4 4 5 5 5 4 82112366
600
19/
16/
20
13
7:1
9:1
0
Nadia
Rizki
Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
ma
has
iswi
YA > 2
Tahu
n
YA 3 3 3 4 5 4 3 5 5 4 2 5 5 4 2 5 2 3 1 08180999
1344/nadi
a.nugget
@gmail.co
m
25/
16/
20
13
7:2
5:5
3
Inggr
a
Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Kar
ya
wa
n
YA 2
Tahu
n
YA 4 4 4 1 5 4 3 4 4 4 4 4 4 4 4 4 4 4 6 inggra07
@ymail.co
m
0878 2342
2573
22/
16/
20
13
11:
22:
06
lanjar
setia
wan
La
ki-
lak
i
>
2
6
T
a
h
u
n
wir
as
wa
sta
YA > 2
Tahu
n
YA 5 4 4 4 4 4 3 4 5 3 4 4 4 4 4 4 4 4 3 no hp :
08560856
2220
email :
lanjar.seti
awan@gm
ail.com
10/
16/
20
13
14:
10:
35
Ronn
y
Andr
ew
La
ki-
lak
i
>
2
6
T
a
h
u
n
Kar
ya
wa
n
Sw
ast
a
YA > 2
Tahu
n
YA 4 3 3 4 4 4 2 4 4 4 3 4 4 4 3 4 2 3 1 85689002
44
59/
16/
20
13
14:
59:
39
Prawi
ra
(jawir
750)
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 5 4 4 3 4 4 4 3 4 4 4 4 4 5 4 2x Prawira
08177293
29
12/
16/
20
13
Yogi La
ki-
lak
i
2
0
-
2
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 4 5 4 2 3 4 4 3 5 4 4 4 4 3 3 1 85365655
676


22:
12:
53
2
T
a
h
u
n
34/
16/
20
13
23:
34:
35
Alfred
o
Valia
ntsi
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Jun
ior
Tra
der
YA 2
Tahu
n
YA 2 4 4 4 5 5 4 5 5 4 5 5 4 4 5 5 5 5 1
52/
17/
20
13
9:5
2:0
4
Santi Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Pe
ga
wai
sw
ast
a
YA > 2
Tahu
n
YA 2 2 2 4 4 2 1 4 5 3 3 4 4 4 3 4 2 4 1
14/
17/
20
13
12:
14:
54
Neli Pe
re
m
pu
an
>
2
6
T
a
h
u
n
Wir
aus
aha
YA > 2
Tahu
n
YA 4 3 3 4 5 3 2 4 5 3 4 4 5 5 4 4 3 4 3 neli_futad
os@yahoo
.com
16/
17/
20
13
12:
16:
44
Tondr
i
La
ki-
lak
i
>
2
6
T
a
h
u
n
Wir
aus
aha
YA > 2
Tahu
n
YA 4 3 3 4 5 3 2 4 5 3 4 4 5 5 4 4 3 4 2 ton3453@
yahoo.co
m
22/
17/
20
13
12:
22:
16
Jarot La
ki-
lak
i
>
2
6
T
a
h
u
n
Wir
aus
aha
YA > 2
Tahu
n
YA 3 2 3 4 5 3 2 4 5 3 4 4 5 5 4 4 4 3 1 rot_in_rot
@yahoo.c
om
24/
17/
20
13
12:
24:
52
mimi
n
La
ki-
lak
i
>
2
6
T
a
h
u
n
peg
aw
ai
Sw
ast
a
YA > 2
Tahu
n
YA 4 3 3 4 5 3 2 4 5 3 4 4 5 4 4 4 4 3 6 cester_sic
o@ymail.c
om
37/
17/
20
13
12:
37:
44
mom
od
La
ki-
lak
i
>
2
6
T
a
h
u
n
Pe
ga
wai
Ne
geri
YA > 2
Tahu
n
YA 2 3 3 4 5 3 2 4 5 3 3 4 5 4 4 4 4 3 1 sukses
mas gan!
39/
17/
20
13
12:
39:
42
mom
od
La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
ma
has
isw
a
YA 2
Tahu
n
YA 4 3 3 4 4 3 2 4 5 3 3 2 5 4 4 3 4 3 1 Ane
doakan
ane lancar
gan!
20/
17/
20
13
13:
20:
33
Firma
nsya
h
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
Ma
has
isw
a
YA > 2
Tahu
n
YA 4 4 4 5 5 4 3 4 5 4 4 5 3 4 4 5 4 4 4 08131914
2871
firmansya
hwijaya19
89@gmail.
com
23/
18/
20
13
9:2
3:2
7
Sinta Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
ma
has
isw
a
YA 2
Tahu
n
YA 4 3 3 4 4 3 2 4 5 3 3 2 5 4 4 3 4 3 1 Good luck
25/
18/
Rah
ma
Pe
re
2
3
Pe
ga
YA 2
Tahu
YA 4 3 3 4 4 3 1 4 5 3 3 2 5 4 3 2 4 3 3 rahma_ton
n@yahoo.


20
13
11:
25:
09
m
pu
an
-
2
5
T
a
h
u
n
wai
sw
ast
a
n com
27/
18/
20
13
14:
27:
39
Randi La
ki-
lak
i
>
2
6
T
a
h
u
n
Pe
ga
wai
Ne
geri
YA > 2
Tahu
n
YA 2 3 3 4 5 3 2 4 5 3 3 2 5 4 3 2 4 3 1 Randi.abd
ul@gmail.
com
29/
18/
20
13
16:
29:
43
Rah
mad
La
ki-
lak
i
>
2
6
T
a
h
u
n
Bro
ker
YA > 2
Tahu
n
YA 3 3 3 4 5 3 2 4 5 3 3 2 5 4 3 2 4 4 1 Saham_Br
oker@yah
oo.com
sukses
gan, dan
klo mau
tau
tentang
bursa
kabarin
ane aja
gan... :)
37/
18/
20
13
17:
37:
41
Ade La
ki-
lak
i
1
7
-
1
9
T
a
h
u
n
ma
has
isw
a
YA > 2
Tahu
n
YA 3 4 4 4 5 3 2 4 5 4 4 3 5 5 4 4 4 4 2
44/
18/
20
13
18:
44:
30
Romi La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
ma
has
isw
a
YA 2
Tahu
n
YA 3 4 4 4 5 3 2 4 5 4 4 3 5 5 4 4 4 4 2 Romi_Hart
on56@ya
hoo.com
59/
18/
20
13
23:
59:
02
yandi La
ki-
lak
i
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 3 2 4 5 2 1 4 5 4 3 3 4 4 4 4 4 5 2
59/
18/
20
13
23:
59:
08
Jessi
ca
Cua
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 3 2 4 5 2 1 4 4 3 3 4 3 4 4 5 3 5 2
0/1
9/2
01
3
0:0
0:4
2
Cicila Pe
re
m
pu
an
1
7
-
1
9
T
a
h
u
n
Ma
has
isw
a
YA 2
Tahu
n
YA 4 3 2 4 5 2 1 4 4 3 3 4 3 4 4 5 2 4 1
6/1
9/2
01
3
4:0
6:4
6
Anggi Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
n
ma
has
isw
a
YA 2
Tahu
n
YA 3 2 2 3 4 2 1 3 3 3 2 3 4 4 3 4 3 5 1
10/
19/
20
13
4:1
0:0
1
Ayun
da
Pe
re
m
pu
an
2
0
-
2
2
T
a
h
u
ma
has
isw
a
YA > 2
Tahu
n
YA 3 2 2 3 4 2 1 3 3 3 2 3 4 4 3 4 3 5 1 Ayunda,pr
atiwi@gm
ail.com


n
11/
19/
20
13
5:1
1:1
3
Sindr
ah
Pe
re
m
pu
an
2
3
-
2
5
T
a
h
u
n
Pe
ga
wai
Sw
ast
a
YA > 2
Tahu
n
YA 3 2 2 3 4 2 1 3 3 3 2 3 4 4 3 4 3 3 1 sindrah-
randu@ya
hoo.com
16/
19/
20
13
0:1
6:4
2
Andik
a
La
ki-
lak
i
2
3
-
2
5
T
a
h
u
n
wir
aus
aha
YA > 2
Tahu
n
YA 3 2 3 4 4 3 3 4 5 4 4 5 4 4 4 4 5 4 4 boom_bas
t17@ymail
.com

APPENDIX C SPSS 21.0 FOR MAC OUTPUTS

FREQUENCIES VARIABLES=PI1likely PI2likely PI3likely PI4DW PI5DW
PI6probable PI7probable PI8probable
/ORDER=ANALYSIS.

Frequencies
Notes
Output Created 22-JUN-2013 12:18:08
Comments
Input
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data File 100
Missing Value Handling
Definition of Missing
User-defined missing values are treated
as missing.
Cases Used
Statistics are based on all cases with valid
data.
Syntax
FREQUENCIES VARIABLES=PI1likely
PI2likely PI3likely PI4DW PI5DW
PI6probable PI7probable PI8probable
/ORDER=ANALYSIS.
Resources
Processor Time 00:00:00.02
Elapsed Time 00:00:00.00

[DataSet1]
Statistics
PI1likely PI2likely PI3likely PI4DW PI5DW PI6probable PI7probable PI8probable
N
Valid 100 100 100 100 100 100 100 100
Missing 0 0 0 0 0 0 0 0
Frequency Table
PI1likely
Frequency Percent Valid Percent Cumulative Percent
Valid
1.0 3 3.0 3.0 3.0
2.0 15 15.0 15.0 18.0
3.0 25 25.0 25.0 43.0
4.0 40 40.0 40.0 83.0
5.0 17 17.0 17.0 100.0
Total 100 100.0 100.0

PI2likely
Valid
1.0 5 5.0 5.0 5.0
2.0 7 7.0 7.0 12.0
3.0 13 13.0 13.0 25.0


4.0 45 45.0 45.0 70.0
5.0 30 30.0 30.0 100.0
Total 100 100.0 100.0

PI3likely
Valid
1.0 1 1.0 1.0 1.0
2.0 7 7.0 7.0 8.0
3.0 12 12.0 12.0 20.0
4.0 47 47.0 47.0 67.0
5.0 33 33.0 33.0 100.0
Total 100 100.0 100.0

PI4DW
Valid
1.0 1 1.0 1.0 1.0
2.0 7 7.0 7.0 8.0
3.0 13 13.0 13.0 21.0
4.0 55 55.0 55.0 76.0
5.0 24 24.0 24.0 100.0
Total 100 100.0 100.0

PI5DW
Valid
1.0 3 3.0 3.0 3.0
2.0 9 9.0 9.0 12.0
3.0 17 17.0 17.0 29.0
4.0 52 52.0 52.0 81.0
5.0 19 19.0 19.0 100.0
Total 100 100.0 100.0

PI6probable
Valid
1.0 4 4.0 4.0 4.0
2.0 8 8.0 8.0 12.0
3.0 11 11.0 11.0 23.0
4.0 47 47.0 47.0 70.0
5.0 30 30.0 30.0 100.0
Total 100 100.0 100.0

PI7probable
Valid
1.0 2 2.0 2.0 2.0
2.0 15 15.0 15.0 17.0
3.0 22 22.0 22.0 39.0
4.0 36 36.0 36.0 75.0
5.0 25 25.0 25.0 100.0
Total 100 100.0 100.0

PI8probable
Valid
1.0 2 2.0 2.0 2.0
2.0 8 8.0 8.0 10.0
3.0 23 23.0 23.0 33.0
4.0 38 38.0 38.0 71.0
5.0 29 29.0 29.0 100.0
Total 100 100.0 100.0



FREQUENCIES VARIABLES=PV1emotional PV2emotional PV3emotional PV4social PV5social
PV6quality PV7quality PV8price PV9price PV10price
/ORDER=ANALYSIS.

Frequencies

Notes
Comments
Input
Filter <none>
Weight <none>
Split File <none>
as missing.
Cases Used
data.
Syntax
FREQUENCIES
VARIABLES=PV1emotional
PV2emotional PV3emotional PV4social
PV5social PV6quality PV7quality
PV8price PV9price PV10price
/ORDER=ANALYSIS.
Resources

[DataSet1]
Statistics
PV1emoti
onal
PV2emoti
onal
PV3emoti
onal
PV4so
cial
PV5so
cial
PV6qua
lity
PV7qua
lity
PV8pri
ce
PV9pri
ce
PV10pr
ice
N
Valid 100 100 100 100 100 100 100 99 100 100
Missi
ng
0 0 0 0 0 0 0 1 0 0

Frequency Table

PV1emotional
Valid
1.0 2 2.0 2.0 2.0
2.0 10 10.0 10.0 12.0
3.0 21 21.0 21.0 33.0
4.0 51 51.0 51.0 84.0
5.0 16 16.0 16.0 100.0
Total 100 100.0 100.0

PV2emotional
Valid
2.0 16 16.0 16.0 16.0
3.0 34 34.0 34.0 50.0
4.0 40 40.0 40.0 90.0
5.0 10 10.0 10.0 100.0
Total 100 100.0 100.0

PV3emotional
Valid
1.0 2 2.0 2.0 2.0
2.0 15 15.0 15.0 17.0
3.0 30 30.0 30.0 47.0
4.0 42 42.0 42.0 89.0
5.0 11 11.0 11.0 100.0


Total 100 100.0 100.0

PV4social
Valid
1.0 1 1.0 1.0 1.0
2.0 4 4.0 4.0 5.0
3.0 18 18.0 18.0 23.0
4.0 44 44.0 44.0 67.0
5.0 33 33.0 33.0 100.0
Total 100 100.0 100.0

PV5social
Valid
2.0 7 7.0 7.0 7.0
3.0 13 13.0 13.0 20.0
4.0 39 39.0 39.0 59.0
5.0 41 41.0 41.0 100.0
Total 100 100.0 100.0

PV6quality
Valid
1.0 2 2.0 2.0 2.0
2.0 16 16.0 16.0 18.0
3.0 27 27.0 27.0 45.0
4.0 36 36.0 36.0 81.0
5.0 19 19.0 19.0 100.0
Total 100 100.0 100.0

PV7quality
Valid
1.0 15 15.0 15.0 15.0
2.0 26 26.0 26.0 41.0
3.0 33 33.0 33.0 74.0
4.0 18 18.0 18.0 92.0
5.0 8 8.0 8.0 100.0
Total 100 100.0 100.0

PV8price
Valid
2.0 7 7.0 7.1 7.1
3.0 12 12.0 12.1 19.2
4.0 56 56.0 56.6 75.8
5.0 24 24.0 24.2 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

PV9price
Valid
2.0 3 3.0 3.0 3.0
3.0 11 11.0 11.0 14.0
4.0 33 33.0 33.0 47.0
5.0 53 53.0 53.0 100.0
Total 100 100.0 100.0

PV10price
Valid 2.0 5 5.0 5.0 5.0


3.0 36 36.0 36.0 41.0
4.0 44 44.0 44.0 85.0
5.0 15 15.0 15.0 100.0
Total 100 100.0 100.0

FACTOR
/VARIABLES PV1emotional PV2emotional PV4social PV5social PV6quality PV7quality
PV8price PV10price
/MISSING LISTWISE
/ANALYSIS PV1emotional PV2emotional PV4social PV5social PV6quality PV7quality
PV8price PV10price
/PRINT INITIAL KMO AIC EXTRACTION
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/ROTATION NOROTATE
/METHOD=CORRELATION.

FACTOR
/VARIABLES PV1emotional PV2emotional PV3emotional PV4social PV5social PV6quality
PV7quality PV8price PV9price PV10price
/MISSING LISTWISE
/ANALYSIS PV1emotional PV2emotional PV3emotional PV4social PV5social PV6quality
PV7quality PV8price PV9price PV10price
/EXTRACTION PC
/ROTATION NOROTATE

FIRST TEST
Factor Analysis

[DataSet1]

df 45
Sig. .000

Anti-image Matrices
PV1emot
ional
PV2emot
ional
PV3emot
ional
PV4so
cial
PV5so
cial
PV6qu
ality
PV7qu
ality
PV8p
rice
PV9p
rice
PV10p
rice
Anti-
image
Covari
ance
PV1emot
ional
.583 -.125 .009 .027 -.072 -.066 .005 .071 -.010 -.070
PV2emot
ional
-.125 .308 -.136 -.011 .015 -.007 -.036 -.006 -.046 -.066
PV3emot
ional
.009 -.136 .311 -.007 -.005 -.104 -.050 -.004 -.019 .034
PV4socia
l
.027 -.011 -.007 .612 -.101 -.048 -.024 .024 -.142 -.066
PV5socia
l
-.072 .015 -.005 -.101 .678 -.073 .034 -.049 -.074 -.020
PV6quali
ty
-.066 -.007 -.104 -.048 -.073 .277 -.113 -.032 .044 -.030
PV7quali
ty
.005 -.036 -.050 -.024 .034 -.113 .335 -.046 .097 -.103
PV8price .071 -.006 -.004 .024 -.049 -.032 -.046 .408 -.240 -.084
PV9price -.010 -.046 -.019 -.142 -.074 .044 .097 -.240 .429 -.017
PV10pric
e
-.070 -.066 .034 -.066 -.020 -.030 -.103 -.084 -.017 .410
Anti-
image
Correla
tion
PV1emot
ional
.904
a
-.294 .022 .046 -.115 -.165 .012 .145 -.021 -.143
PV2emot
ional
-.294 .893
a
-.440 -.026 .034 -.024 -.111 -.016 -.127 -.185


PV3emot
ional
.022 -.440 .884
a
-.017 -.011 -.355 -.154 -.012 -.053 .094
PV4socia
l
.046 -.026 -.017 .920
a
-.156 -.117 -.053 .049 -.277 -.133
PV5socia
l
-.115 .034 -.011 -.156 .929
a
-.169 .071 -.094 -.136 -.039
PV6quali
ty
-.165 -.024 -.355 -.117 -.169 .889
a
-.370 -.096 .128 -.088
PV7quali
ty
.012 -.111 -.154 -.053 .071 -.370 .879
a
-.124 .256 -.278
PV8price .145 -.016 -.012 .049 -.094 -.096 -.124 .817
a
-.574 -.205
PV9price -.021 -.127 -.053 -.277 -.136 .128 .256 -.574 .706
a
-.040
PV10pric
e
-.143 -.185 .094 -.133 -.039 -.088 -.278 -.205 -.040 .924
a


Communalities
Initial Extraction
PV1emotional 1.000 .514
PV4social 1.000 .519
PV6quality 1.000 .794
PV8price 1.000 .716
PV9price 1.000 .812
PV10price 1.000 .654

Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 5.257 52.566 52.566 5.257 52.566 52.566
2 1.426 14.259 66.825 1.426 14.259 66.825
3 .701 7.009 73.833
4 .621 6.211 80.044
5 .556 5.565 85.609
6 .475 4.755 90.364
7 .321 3.209 93.573
8 .232 2.315 95.888
9 .227 2.269 98.157
10 .184 1.843 100.000

Component Matrix
a

Component
1 2
PV4social .647 .317
PV5social .589 .322
PV8price .678 .507
PV9price .518 .737
PV10price .808 -.030


FACTOR
/VARIABLES PV1emotional PV2emotional PV3emotional PV4social PV5social PV6quality
PV7quality PV8price PV10price
/MISSING LISTWISE
/ANALYSIS PV1emotional PV2emotional PV3emotional PV4social PV5social PV6quality
/EXTRACTION PC
/ROTATION NOROTATE

Factor Analysis

[DataSet1]
df 36
Sig. .000

Anti-image Matrices
PV1emoti
onal
PV2emoti
onal
PV3emoti
onal
PV4so
cial
PV5so
cial
PV6qu
ality
PV7qu
ality
PV8pr
ice
PV10pr
ice
Anti-
image
Covaria
nce
PV1emoti
onal
.583 -.128 .009 .026 -.075 -.066 .008 .097 -.071
PV2emoti
onal
-.128 .313 -.141 -.029 .008 -.002 -.028 -.048 -.069
PV3emoti
onal
.009 -.141 .312 -.015 -.008 -.104 -.049 -.023 .033
PV4social .026 -.029 -.015 .663 -.138 -.037 .009 -.089 -.078
PV5social -.075 .008 -.008 -.138 .691 -.068 .055 -.138 -.024
PV6qualit
y
-.066 -.002 -.104 -.037 -.068 .282 -.134 -.011 -.028
PV7qualit
y
.008 -.028 -.049 .009 .055 -.134 .358 .014 -.106
PV8price .097 -.048 -.023 -.089 -.138 -.011 .014 .608 -.140
PV10price -.071 -.069 .033 -.078 -.024 -.028 -.106 -.140 .411
Anti-
image
Correlat
ion
PV1emoti
onal
.898
a
-.299 .021 .041 -.119 -.164 .018 .162 -.144
PV2emoti
onal
-.299 .886
a
-.451 -.064 .017 -.007 -.082 -.109 -.192
PV3emoti
onal
.021 -.451 .880
a
-.033 -.018 -.351 -.145 -.052 .092
PV4social .041 -.064 -.033 .935
a
-.204 -.085 .019 -.140 -.150
PV5social -.119 .017 -.018 -.204 .893
a
-.154 .111 -.212 -.045
PV6qualit
y
-.164 -.007 -.351 -.085 -.154 .887
a
-.420 -.028 -.084
PV7qualit
y
.018 -.082 -.145 .019 .111 -.420 .892
a
.029 -.277
PV8price .162 -.109 -.052 -.140 -.212 -.028 .029 .887
a
-.279
PV10price -.144 -.192 .092 -.150 -.045 -.084 -.277 -.279 .907
a


Communalities
Initial Extraction


PV8price 1.000 .637
PV10price 1.000 .658

1 5.031 55.899 55.899 5.031 55.899 55.899
2 1.007 11.192 67.091 1.007 11.192 67.091
3 .692 7.690 74.781
4 .570 6.329 81.110
5 .527 5.861 86.971
6 .439 4.878 91.849
7 .321 3.566 95.415
8 .228 2.536 97.950
9 .184 2.050 100.000

Component Matrix
a

Component
1 2
PV4social .625 .452
PV5social .572 .523
PV8price .634 .485
PV10price .810 .045

FACTOR
PV8price PV10price
/MISSING LISTWISE
PV8price PV10price
/EXTRACTION PC
/ROTATION NOROTATE

Second Test
Factor Analysis

Notes
Comments
Input
Filter <none>
Weight <none>
Split File <none>
Missing Value Handling Definition of Missing
MISSING=EXCLUDE: User-defined
missing values are treated as missing.


Cases Used
LISTWISE: Statistics are based on cases
with no missing values for any variable
used.
Syntax
FACTOR
/VARIABLES PV1emotional
PV2emotional PV4social PV5social
PV6quality PV7quality PV8price
PV10price
/MISSING LISTWISE
/ANALYSIS PV1emotional PV2emotional
PV4social PV5social PV6quality
/EXTRACTION PC
/ROTATION NOROTATE
Resources
Maximum Memory Required 9264 (9.047K) bytes

[DataSet1]

df 28
Sig. .000

Anti-image Matrices
PV1emotio
nal
PV2emotio
nal
PV4soci
al
PV5soci
al
PV6quali
ty
PV7quali
ty
PV8pri
ce
PV10pri
ce
Anti-
image
Covarian
ce
PV1emotio
nal
.583 -.156 .026 -.075 -.072 .010 .098 -.072
PV2emotio
nal
-.156 .393 -.045 .005 -.071 -.063 -.073 -.068
PV4social .026 -.045 .664 -.139 -.048 .007 -.090 -.077
PV5social -.075 .005 -.139 .692 -.081 .055 -.139 -.023
PV6quality -.072 -.071 -.048 -.081 .321 -.175 -.022 -.020
PV7quality .010 -.063 .007 .055 -.175 .366 .010 -.104
PV8price .098 -.073 -.090 -.139 -.022 .010 .610 -.139
PV10price -.072 -.068 -.077 -.023 -.020 -.104 -.139 .414
Anti-
image
Correlati
on
PV1emotio
nal
.872
a
-.325 .042 -.119 -.167 .021 .164 -.147
PV2emotio
nal
-.325 .904
a
-.088 .009 -.198 -.167 -.149 -.169
PV4social .042 -.088 .922
a
-.205 -.103 .014 -.142 -.147
PV5social -.119 .009 -.205 .877
a
-.171 .109 -.214 -.043
PV6quality -.167 -.198 -.103 -.171 .862
a
-.509 -.049 -.055
PV7quality .021 -.167 .014 .109 -.509 .843
a
.022 -.267
PV8price .164 -.149 -.142 -.214 -.049 .022 .868
a
-.276
PV10price -.147 -.169 -.147 -.043 -.055 -.267 -.276 .905
a


Communalities
Initial Extraction
PV8price 1.000 .426
PV10price 1.000 .687



1 4.387 54.841 54.841 4.387 54.841 54.841
2 .971 12.132 66.973
3 .688 8.599 75.572
4 .569 7.118 82.690
5 .504 6.297 88.987
6 .353 4.411 93.398
7 .311 3.887 97.285
8 .217 2.715 100.000

Component Matrix
a

Component
1
PV1emotional .669
PV2emotional .833
PV4social .645
PV5social .594
PV6quality .854
PV7quality .797
PV8price .652
PV10price .829
Analysis.

FACTOR
PV8price PV10price
/MISSING LISTWISE
PV8price PV10price
/EXTRACTION PC
/ROTATION NOROTATE
/SAVE REG(ALL)

Third Test
Factor Analysis

[DataSet1]

df 28
Sig. .000



Anti-image Matrices
PV1emotio
nal
PV2emotio
nal
PV4soci
al
PV5soci
al
PV6quali
ty
PV7quali
ty
PV8pri
ce
PV10pri
ce
Anti-
image
Covarian
ce
PV1emotio
nal
.583 -.156 .026 -.075 -.072 .010 .098 -.072
PV2emotio
nal
-.156 .393 -.045 .005 -.071 -.063 -.073 -.068
PV4social .026 -.045 .664 -.139 -.048 .007 -.090 -.077
PV5social -.075 .005 -.139 .692 -.081 .055 -.139 -.023
PV6quality -.072 -.071 -.048 -.081 .321 -.175 -.022 -.020
PV7quality .010 -.063 .007 .055 -.175 .366 .010 -.104
PV8price .098 -.073 -.090 -.139 -.022 .010 .610 -.139
PV10price -.072 -.068 -.077 -.023 -.020 -.104 -.139 .414
Anti-
image
Correlati
on
PV1emotio
nal
.872
a
-.325 .042 -.119 -.167 .021 .164 -.147
PV2emotio
nal
-.325 .904
a
-.088 .009 -.198 -.167 -.149 -.169
PV4social .042 -.088 .922
a
-.205 -.103 .014 -.142 -.147
PV5social -.119 .009 -.205 .877
a
-.171 .109 -.214 -.043
PV6quality -.167 -.198 -.103 -.171 .862
a
-.509 -.049 -.055
PV7quality .021 -.167 .014 .109 -.509 .843
a
.022 -.267
PV8price .164 -.149 -.142 -.214 -.049 .022 .868
a
-.276
PV10price -.147 -.169 -.147 -.043 -.055 -.267 -.276 .905
a


Communalities
Initial Extraction
PV8price 1.000 .426
PV10price 1.000 .687

1 4.387 54.841 54.841 4.387 54.841 54.841
2 .971 12.132 66.973
3 .688 8.599 75.572
4 .569 7.118 82.690
5 .504 6.297 88.987
6 .353 4.411 93.398
7 .311 3.887 97.285
8 .217 2.715 100.000

Component Matrix
a

Component
1
PV1emotional .669
PV2emotional .833
PV4social .645
PV5social .594
PV6quality .854
PV7quality .797
PV8price .652
PV10price .829
Analysis.


FREQUENCIES VARIABLES=JenisKelamin Usia Pekerjaan
JikaYAsudahberapalamaandasebagaimemberdiwwwkaskusco JikaYAberapakalipembelian
/FORMAT=DFREQ
/ORDER=ANALYSIS.

Respondents Descriptive
Frequencies

Notes
Comments
Input
Filter <none>
Weight <none>
Split File <none>
as missing.
Cases Used
data.
Syntax
FREQUENCIES
VARIABLES=JenisKelamin Usia
Pekerjaan
JikaYAsudahberapalamaandasebagaime
mberdiwwwkaskusco
JikaYAberapakalipembelian
/FORMAT=DFREQ
/ORDER=ANALYSIS.
Resources

[DataSet1]
Statistics
JenisKela
min
Usi
a
Pekerja
an
JikaYAsudahberapalamaandasebagaimemberdiw
wwkaskusco
JikaYAberapakalipem
belian
N
Valid
100 10
0
100 100 100
Missi
ng
0 0 0 0 0

Frequency Table

JenisKelamin
Valid
Laki-laki 71 71.0 71.0 71.0
Perempuan 29 29.0 29.0 100.0
Total 100 100.0 100.0

Usia
Valid
> 26 Tahun 31 31.0 31.0 31.0
20 - 22 Tahun 31 31.0 31.0 62.0
23 - 25 Tahun 25 25.0 25.0 87.0
17 - 19 Tahun 13 13.0 13.0 100.0
Total 100 100.0 100.0

Pekerjaan
Percent
Valid
Mahasiswa 45 45.0 45.0 45.0
Pegawai Swasta 17 17.0 17.0 62.0


Wirausaha 13 13.0 13.0 75.0
Pegawai 6 6.0 6.0 81.0
Pegawai Negeri 3 3.0 3.0 84.0
Broker 2 2.0 2.0 86.0
Guru 2 2.0 2.0 88.0
Satpam 2 2.0 2.0 90.0
Assistant Manager 1 1.0 1.0 91.0
Creative Designer 1 1.0 1.0 92.0
Dokter 1 1.0 1.0 93.0
freelance 1 1.0 1.0 94.0
IT 1 1.0 1.0 95.0
Junior Trader 1 1.0 1.0 96.0
Pekerja musik 1 1.0 1.0 97.0
skrg nganggur,kmrn kontrak
BPS
1 1.0 1.0 98.0
Sopir 1 1.0 1.0 99.0
Store manager 1 1.0 1.0 100.0
Total 100 100.0 100.0

JikaYAsudahberapalamaandasebagaimemberdiwwwkaskusco
Valid
> 2 Tahun 61 61.0 61.0 61.0
2 Tahun 39 39.0 39.0 100.0
Total 100 100.0 100.0

JikaYAberapakalipembelian
Valid
1 52 52.0 52.0 52.0
2 25 25.0 25.0 77.0
3 7 7.0 7.0 84.0
4 4 4.0 4.0 88.0
5 4 4.0 4.0 92.0
6 3 3.0 3.0 95.0
> 10 2 2.0 2.0 97.0
>30 1 1.0 1.0 98.0
10 1 1.0 1.0 99.0
17 1 1.0 1.0 100.0
Total 100 100.0 100.0

Reliability of Variable X

Notes
Comments
Input
Data
/Users/fajarprasetya/Desktop/sgu/Thesis
almost done/Data Analysis.sav
Filter <none>
Weight <none>
Split File <none>
Matrix Input
/Users/fajarprasetya/Desktop/sgu/Thesis
almost done/Data Analysis.sav


as missing.
Cases Used
data for all variables in the procedure.
Syntax
RELIABILITY
/VARIABLES=PV1emotional
PV2emotional PV3emotional PV4social
PV5social PV6quality PV7quality
PV8price PV9price PV10price
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA.
Resources

[DataSet2]

Scale: ALL VARIABLES

Case Processing Summary
N %
Cases
Valid 99 99.0
Excluded
a
1 1.0
Total 100 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach's Alpha N of Items
.895 10

Reliability

[DataSet2]

Scale: ALL VARIABLES

Case Processing Summary
N %
Cases
Valid 100 100.0
Excluded
a
0 .0
Total 100 100.0
a. Listwise deletion based on all variables in the procedure.

A STUDY ABOUT THE INFLUENCE OF RECOMMENDED SELLER' AS PERCEIVED VALUE TOWARDS PURCHASE INTENTION OF KASKUS' COMMUNITY, By: Fajar Sidik Prasetya

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

A STUDY ABOUT THE INFLUENCE OF RECOMMENDED SELLER' AS PERCEIVED VALUE TOWARDS PURCHASE INTENTION OF KASKUS' COMMUNITY, By: Fajar Sidik Prasetya

Enviado por

Direitos autorais:

Formatos disponíveis

The Influence of 'Recommenueu Sellei'

as peiceiveu value towaius puichase intention of Kaskus' Community

Você também pode gostar