THE INFLUENCE OF SERVICE QUALITY, BRAND

IMAGE, AND PROMOTION TOWARDS CUSTOMER

LOYALTY, CASE STUDY OF GRAB INDONESIA’S USER
IN JABODETABEK

By

Megawati
Talitha Tanalisan
014201500164

A Skripsi presented to the

Faculty of Business President University
in partial fulfillment of the requirements for
Bachelor Degree in Management

May 2019
i
 DECLARATION OF ORIGINALITY

I declare that this skripsi, titled “The Influence of Service Quality, Brand Image,
and Promotion towards Customer Loyalty, Case Study of Grab Indonesia’s
User in Jabodetabek” is, to the best of my knowledge and belief, an original piece
of work that has not been submitted, either or in part, to another university to obtain
a degree.

Cikarang, May 2019

Megawati Talitha Tanalisan

ii
PLAGIARISM RESULT

Source: Turnitin

iii
 ABSTRACT
This research examined the study of the influence of Service Quality, Brand
Image, and Promotion where the variables that used are to prove that the variable
has positive impact towards Customer Loyalty. Study Case: Grab Indonesia user
in Jabodetabek. Data collection used in this study is questionnaire method. The
sample in this study amounted to 160 both female and male that lived in
Jabodetabek area and used purposive sampling method. Data and the
information in this research examined through quantitative research using
Multiple Linear Regression analysis. The result of this data clarified that
independent variable of Service Quality and Promotion have significant effect
to dependent variable which is Customer Loyalty. For the Brand Image variable
clarified that in this study there is no significant effect to customer loyalty. The
Service Quality, Brand Image, and Promotion variable are simultaneously effect
the customer loyalty with the result of significant value 0.000 that lower than
0.05. The results of adjusted R2 this study is 24.9% means that the dependent
variable in this study can be influenced by the independent variables that being
meintion here, while the rest 75.1% is influenced from other variables (not being
mention in this study). This study has an implication to future researcher, to
research more about other variable that could possible effect customer loyalty
when doing another research in the future.

Keywords: Service Quality, Brand Image, Promotion, and Customer Loyalty.

iv
 ACKNOWLEDGEMENT
My greatest gratitude to the one and only, the almighty God for the endless
blessing, grace and guidance through every phases of my journey and also help all
the time especially during the completion of the skripsi. I would like to express all
of my greatest and deepest gratitude to many parties with bunch of support, spirit
and gave me pile of inspiration that helped me accomplish my skripsi in order to
obtain bachelor’s degree in President University to all these following people:

1. My beloved parents, especially to my mom who are happily now in heaven.

Thank you so much for always remembering me since I was a kid that I need
to grow successfully and shows to other people who bring us down that we can
do and pass all the struggle. Thank you so much also for always coming into
my mind so at last I could try hard to finish my skripsi. P.S. Missing you so
much. I would like to thanks to my father also who always listening to all my
complaints and tears in order to pass this step, thank you for being such a great
parents who try hard both become the role of my mother and also father.
2. My sincere gratefulness and thankfulness to Mr. Jean Richard Jokhu, SE., M.M.
as my skripsi advisor for the kindness, listening all my obstacles, patience
during my hardest time to accomplish this skripsi, and understanding my
situation during the last minute skripsi progress also thank you for your
precious times, advices and guidance for making my skripsi better than before.
3. My special gratitude for my Aunty, who had become my second mother when
at sad and difficult time that I faced when I lost my mother, thank you for all
your support in every aspect.
4. My special gratitude also for my cousins, Eka Soebagjo, Teresia Liem, and
Marcelia Theno for always lightning up my difficult time when I started enter
this university and going far from home.
5. My very special gratitude to my roomates who always be there 24/7, Nadya Dj,
Anatha Ginting, and Sylvia Salim who have struggle together in finishing our
skripsi with a lot of tears and joy. See you soon in the next chapter of our new
life.

v
6. My gratitude for my Internship mentor and partner, Kak Raisha, Kak Sely,
Nadya Miranda, Arizha, Kimberly Chrisya, Vania, Kak Tita, Kak Tia, Kak
Naya, Kak Tika, Jeffrey and many more that I can not mention one by one.
Thank you so much for making my intership moment become more colorful and
fun.
7. My gratitude goes to my beloved brother from another mother Natanael Peter
which is my panda oppa who always pray and support me through my up and
down.
8. Last one to my very precious cipu squad, Iseu Adywiyanti, Erlin Setiawan,
Novia Rani, Pratiwi Tanjung, Mega Ilhami, and Muhammad Rezky Fauji thank
you so much for always remind me to finish my skripsi and helping me in every
other way and also always cheer up my university life since day one.
9. Another special thanks to IB 2015 for brings the joys and create precious
memories, for the support, help and guidance throughout this college life that I
cannot mention one by one.

Sincerely,

Megawati Talitha Tanalisan

vi
 TABLE OF CONTENT
PANEL OF EXAMINERS APPROVAL SHEET ................................................... i

DECLARATION OF ORIGINALITY ................................................................... ii

PLAGIARISM RESULT ....................................................................................... iii

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

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

TABLE OF CONTENT ........................................................................................ vii

LIST OF FIGURES ............................................................................................... xi

LIST OF TABLES ................................................................................................ xii

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

1.1 Background .............................................................................................. 1

1.2 Problem Statement ................................................................................... 7

1.3 Research Question .................................................................................... 8

1.4 Research Objectives ................................................................................. 8

1.5 Significance of the Study ......................................................................... 8

1.5.1 For Grab Indonesia ........................................................................... 8

1.5.2 For Future Researcher ....................................................................... 9

1.6 Scope & Limitation .................................................................................. 9

1.6.1 Scope ................................................................................................. 9

1.6.2 Limitation .......................................................................................... 9

1.7 Thesis Organization.................................................................................. 9

CHAPTER II LITERATURE REVIEW ............................................................. 11

2.1 Introduction ............................................................................................ 11

2.2 Customer Loyalty ................................................................................... 11

2.3 Service Quality ....................................................................................... 12

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 2.4 Relation Between Service Quality and Customer Loyalty..................... 14

2.5 Brand Image ........................................................................................... 14

2.6 Relation Between Brand Image and Customer Loyalty ......................... 17

2.7 Promotion ............................................................................................... 17

2.8 Relation Between Promotion and Customer Loyalty ............................. 18

2.9 Previous Study........................................................................................ 18

2.10 Research Gap .......................................................................................... 21

CHAPTER III METHODOLOGY ...................................................................... 24

3.1 Theoretical Framework .......................................................................... 24

3.2 Hypothesis .............................................................................................. 25

3.3 Research Framework .............................................................................. 26

3.4 Operational definition of Variable ......................................................... 27

3.5 Research Design ..................................................................................... 29

3.6 Research Instrument ............................................................................... 29

3.6.1 Primary Data ................................................................................... 30

3.7 Sampling Design .................................................................................... 30

3.7.1 Population ....................................................................................... 30

3.7.2 Sample............................................................................................. 31

3.8 Data Analysis ......................................................................................... 32

3.8.1 Validity ........................................................................................... 32

3.8.2 Reliability ........................................................................................ 33

3.9 Descriptive Analysis .............................................................................. 33

3.9.1 Mean ............................................................................................... 34

3.9.2 Standard Deviation .......................................................................... 34

3.10 Classical Assumption ............................................................................. 35

viii
 3.10.1 Normality Test ................................................................................ 35

3.10.2 Heteroscedasticity Test ................................................................... 35

3.10.3 Multicollinearity Test ...................................................................... 36

3.11 Multiple Linear Regression Model ........................................................ 36

3.11.1 T-test ............................................................................................... 37

3.11.2 F-test ............................................................................................... 37

3.11.3 Coefficient of Determination (R2) .................................................. 38

CHAPTER IV RESULTS AND DISCUSSIONS ............................................... 39

4.1 Demographic Data .................................................................................. 39

4.1.1 Respondent Screening ..................................................................... 39

4.1.2 Respondent Profile .......................................................................... 39

4.2 Validity and Reliability Test .................................................................. 41

4.2.1 Validity test ..................................................................................... 41

4.2.2 Reliability test ................................................................................. 43

4.3 Descriptive Analysis .............................................................................. 45

4.4 Classical Assumption Testing ................................................................ 45

4.4.1 Normality Test ................................................................................ 45

4.4.2 Heteroscedastic Test ....................................................................... 47

4.4.3 Multicollinearity Test ...................................................................... 48

4.5 Multiple Linear Regression Analysis ..................................................... 49

4.6 Hypothesis Testing ................................................................................. 50

4.6.1 T-test ............................................................................................... 50

4.6.2 F-test ............................................................................................... 51

4.7 Coefficient of Determination ................................................................. 52

4.8 Interpretation Result ............................................................................... 52

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 4.8.1 Service Quality (X1) Towards Customer Loyalty (Y) ................... 52

4.8.2 Brand Image (X2) Towards Customer Loyalty (Y) ........................ 53

4.8.3 Promotion (X3) Towards Customer Loyalty (Y)............................ 53

CHAPTER V CONCLUSION AND RECOMMENDATION ............................. 54

5.1 Conclusion .............................................................................................. 54

5.2 Recommendation .................................................................................... 54

5.2.1 For the Company............................................................................. 54

5.2.2 For the future researcher ................................................................. 55

REFERENCES ..................................................................................................... 56

APPENDICES ...................................................................................................... 61

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 LIST OF FIGURES
Figure 1.1 Passenger’s Complained about the service quality................................ 5
Figure 1.2. Average of customer usage on online transportation ........................... 6
Figure 3.1. Theoritical Framework ....................................................................... 24
Figure 3.2. Research Framework .......................................................................... 26
Figure 4.1. Screening question of filtering respondents ....................................... 39
Figure 4.2. Gender graphics statistic..................................................................... 39
Figure 4.3. Age graphics statistic .......................................................................... 40
Figure 4.4. Occupation graphics statistic .............................................................. 40
Figure 4.5. Frequency of using grab graphics statistic ......................................... 41
Figure 4.6. Histogram (Normality Test) ............................................................... 46
Figure 4.7. Normal P-Plot of Regression Standardized Residual ......................... 46
Figure 4.8. Scatterplot ........................................................................................... 48

xi
 LIST OF TABLES
Table 1-1. Annual Digital Growth in Indonesia (Jan 2018-Jan 2019) .................... 1
Table 1-2. Pre-survey Factors that influence customer loyalty of Grab in
Jabodetabek ............................................................................................................. 4
Table 2-1. Previous Study Related to Customer Loyalty...................................... 18
Table 3-1. Reliability Based on Cronbach's Alpha ............................................... 33
Table 4-1. Validity test ......................................................................................... 42
Table 4-2. Reliability test ...................................................................................... 43
Table 4-3. Descriptive Statistics ........................................................................... 45
Table 4-4. Coefficients .......................................................................................... 49
Table 4-5. F-Test Analysis/ANOVA .................................................................... 51
Table 4-6. Coefficient of Determination(R2) ....................................................... 52

xii
 1 CHAPTER I
INTRODUCTION

1.1 Background
According to We Are Social and Hootsuite (2019) there are now 4.39 billion people
around the world who are using internet. In Indonesia itself up to the latest January
2019 there 56% of the population who have access to internet. This internet
penetration number is relative low compare to other Southeast Asia country.
However, when compared to the survey conducted by the Indonesian Internet
Service Providers Association (APJII) in early 2018, internet penetration in
Indonesia has increased. In February 2018 then, APJII revealed 143.26 million
people or the equivalent of 54.7 percent of the population in Indonesia had reached
the internet. This is supported by the absolute growth ranking data released by We
Are Social, which is data from year to year changes based on the number of internet
users in a country. The increase in population using the internet in Indonesia was
recorded at 17.3 million compared to last year, up 13 percent (Table 1.1). In this
case, Indonesia is ranked fourth below India, China and the United States (Nistanto,
2019).

Table 1-1. Annual Digital Growth in Indonesia (Jan 2018-Jan 2019)

No. Growth (%)

1. Mobile Subscription -19%

2. Internet Users 13%

3. Active social media users 15%

4. Mobile social media users 8.3%

(Source: We Are Social and Hootsuite 2019 Research)

With the high number of internet users in the world shows that today's technology
of internet plays an important role, especially in existing businesses to grow in the

1
future. Developing technology is also inseparable from business development.
Businesses do a lot of new innovations based on technology (Noor, 2016).
According to Berisha-Shaqiri (2015) internet can be classified as a strategic
resource for companies to promote their work and services and expand to new
markets. Companies that use this new technology can perform their business
activities more efficiently and create competitive advantages. The electronics
business has shifted economy, society and politics . One of the example of
technological development that we can see are online transportation. Currently, the
existence of public transportation has been around for a long time. Up to latest
2017, there are three biggest online transportation player in Indonesia, which are
Gojek, Grab, and Uber (IDN Times, 2018). In early 2018, Grab took the acquisition
of Uber, so Uber currently is not operating anymore in Southeast Asian country
especially Indonesia (Mustaqim, 2018).

With the acquisition that took place, there were only two online transportation
players in Indonesia and one of them was Grab. Grab is an online transportation
booking application and Indonesia is one of Grab's biggest markets. The services
provided by Grab are Grabcar, Grabbike, Grabtaxi and etc. Payment that have been
provide is also easy, it can be in cash, through a credit card or mobile wallet that
Grab has (Tarmat, 2016). One of the other benefits Grab provides is giving
promotions in the form of discounts. This technique is done to attract the attention
of customers to continue to use Grab services (KumparanTECH, 2017).

According to one of the Grab Co-Founders, Tan Hooi Ling, the promotion that they
give such as discount was carried out because she wanted to make changes as soon
as possible. According to her, in business we have to issue as much demand and
income as possible simultaneously (KumparanTECH, 2017). According to (Tsou
& Liu, 2015), if consumers wants to pay lower prices for products sold in well-
known business, they can have higher buying intentions. Relatively low prices
therefore not only increase the intention of the consumer to buy, but also benefit
for the brand imaging of that business.

2
Grab has also recently acquired Uber in the Southeast Asia region in early 2018.
For now, Grab has been expanding in 159 cities in the Southeast Asia region. Going
forward to achieve their mission of making Grab the number one online to offline
service provider in Southeast Asia, Grab will focus on developing partnerships with
financial and non-financial entities, such as cooperating with Damri, Airport and
train stations in order to make their customer loyalty would be increase to Grab
(Walfajri & Kartika, 2018).

According to Swastha (2009), the definition of customer loyalty is consumer

loyalty to continue to use the same product from a company. Loyalty describes the
behavior expected in relation to a product or service. In addition according to Olson
(1993), stated that customer loyalty will be high if a product is considered capable
of giving the highest satisfaction so that customers are reluctant to switch to other
brands. Customer loyalty is a behavioral impulse to make repeated purchases to
build customer loyalty to a product or service produced by the business entity that
requires a long time through a repetitive purchasing process. The characteristics of
consumers who are loyal to goods or services regarding to Griffin (2002) are as
follows: (a) make repeated purchases regularly; (b) buying between product lines
or services; (c) referring to others; (d) show immunity from the attractiveness of
similar products from competitors.

Moreover, there are some factors that influence customer loyalty according to
Dharmmesta (1999) stated factors that influence customer loyalty are price, service
quality, product quality and promotion. In addition, according to Mardalis (2005),
there are also other factors that influence customer loyalty, namely Customer
Satisfaction, Service Quality, and Brand Image.

Therefore, based on the theory and factors that influences above the researcher do
the pre-survey to 25 Grab’s user and the researcher did it by asking directly to some
Grab user that live in Jabodetabek the researcher asked about the problem of Grab’s
user facing on Grab itself and the researcher preferred to the respondents amounted
5 factors (Price, Service Quality, Promotion, Customer Satisfaction, and Brand
Image) that influences of customer loyalty. The factors as shown below:

3
 Table 1-2. Pre-survey Factors that influence customer loyalty of Grab in
Jabodetabek

Factors that affect customer loyalty of Grab Answer Percentage

No.
Indonesia (%)

1. Service Quality 24 32%

2. Brand Image 17 23%

3. Price 11 15%

4. Customer Satisfaction 9 12%

5. Promotions 14 18%

Total 75 100%’

(Source: Result of Pre-survey with 25 respondents of grab users in jabodetabek)

Based on Table 1.2 shown that mostly respondents choices are Service Quality,
Brand Image and Promotion. Therefore, the researcher willing to choose these
variables as Independent variable toward customer loyalty as dependent variable to
find out the problem of each independent variables to dependent variable.

According to Tjiptono (2007), service quality can be interpreted as an effort to

fulfill the needs and desires of consumers as well as the accuracy of delivery in
offsetting consumer expectations. While according to Lewis and Boom (2012)
defines service quality as a measure of how well the level of service provided able
to meet customer expectations. In Grab one of the problem that being faced by Grab
is service quality, the quality of services in Grab is still lack especially the driver
often ignores orders from customers, the application shows that the order is
successful but the driver has no news and cannot be contacted, and not even picking
up the customers, and apparently it was intentional by the driver (KOMPAS,
2017). The other weaknesses that they have is the lack of manner from the driver,
drivers who often say rude and showed bad behavior towards customers, and there
are also drivers who drop passengers in the middle of their way to their destination

4
(KOMPAS, 2017). Grab may offer promotional discounts for passengers, but there
are still many drivers who ignore or cancel customer orders when they know if the
order uses a promo code (detik, 2017). Therefore, it could be impact to their
customer loyalty towards Grab’s user which if the service quality is low or bad
then, the customer feel unsatisfied to the company itself. It can be seen from the
figure below:

Figure 1.1 Passenger’s Complained about the service quality

Source: (Wijana, 2018), (Kompas, 2017), (Indrawan, 2017)

As the figure 1.1 above shown that most of the passengers or customers have
experienced bad service by the driver grab, some of that are being hurted and
assault by the driver, and even there is confinement that being planned by the
drivers. Customer who used promotional code also intentionally being cancelled
the order by the driver grab.

Another factor is brand image, Brand image is a consumer perception of a brand as

a reflection of consumer brand associations. The perceptions that are formed on the
basis of consumers ' personal experience can become stronger if consumers
experience positive experiences with these products, contrary to the negative

5
experiences that consumers have, the perception will decrease (Keller, 2008).
Therefore, as we see from the first problem because a lot of the customer
experiences then the respondents chose that the service quality of Grab is bad and
low because of the driver then it can be effect to their brand image as well to
towards customer loyalty.

Ride-Hailing Through Time

90 83.8
80
69.5
70 64.4 66.7
64.1
60.9
60 54.2
50.5
50

40

30 26.3

20

10

0
Gojek Grab Uber

18-24 25-34 35+

Figure 1.2. Average of customer usage on online transportation

(Source: IDN Times Business (Cahya, 2018))

Based on figure 1.3 as a result, in 2018 there were 9.7 million visitors (unique
visitors) accessing Go-Jek. This number is followed by Grab with 9.6 million
people, and Uber with 2 million users. Which mean that the most visitors of online
transportation is still in Go-Jek and for Grab is still number 2 even though Grab has
used many ways and strategies to attract their customers loyalty. Beside that rather
than Grab, Gojek itself is focusing more in increasing the customer loyalty rather
than attracting the new user customer (Zuhra, 2017).

The third factor besides of service quality and brand image, brand image can also
be strengthened developed through promotion. Promotion is a marketing activity
that strives disseminate information, influence or persuade, and remind the top

6
target market the company and its products are willing to accept, buy and be loyal
to the product offered by the company concerned (Tjiptono, 2007). Some types of
promotions that are often referred to as the promotion mix according to Swastha
(2009) are: (a) advertising; (b) sales promotion; (c) personal selling; and (d) public
relations. More simply, Shimp (2000), classify the purpose of advertising, namely:
(a) informing (giving information); (b) persuasion (persuade / persuade); (c)
reminding (reminding); (d) adding value add) and (e) assisting (accompanying)
other efforts of the company.

Based on the background above, researchers are interested to discover more the
relationship between service quality, brand image, promotion towards Customer
Loyalty variables. The purpose of this research is to discover more and analyze if
there is any impact of service quality, Brand Image, and promotion towards
Customer Loyalty from the customer of Grab Indonesia. With the entitled “The
Influence of Service Quality, Brand Image, and Promotion towards Customer
Loyalty, Case Study of Grab Indonesia’s User in Jabodetabek”

1.2 Problem Statement

Based on the data explain above about Grab Indonesia in Jabodetabek, it can be
concluded that there are several problems spotted at Grab Indonesia in Jabodetabek.
The problem are as follows:

1. The service quality of Grab is still lack, it happened because drivers often
ignoring the customer order and unfortunately they doing it intentionally
(KOMPAS, 2017).
2. Lack of driver manner toward customer, such as saying bad word and drop
off the customer not on the exact drop off point (KOMPAS, 2017).
3. The ignorance of driver toward customer when they know that the order is
being discount by promotional code (Putri, 2018).
4. The most visitor of online transportation application still leading by Go-jek
and Grab is in the number two (Cahya, 2018).

7
1.3 Research Question
The problems identified will be evaluated and tested through this research, which
will be formulated in the form of questions as stated below:

1. Is there any significant influence of Service Quality to Customer Loyalty?

2. Is there any significant influence of Brand Image to Customer Loyalty?

3. Is there any significant influence of Promotion to Customer Loyalty?

4. Is there any simultaneously significant influence of Service Quality, Brand

Image, Promotion to Customer Loyalty?

1.4 Research Objectives

This research is to provide a deeper understanding of the relationship Service
quality, Brand Image, and Promotion on Customer Loyalty. To examine the
importance of these factors, we formulate specific questions as follows:

1. To find out the significant influence of Service Quality to Customer

Loyalty.

2. To find out the significant influence of Brand Image to Customer Loyalty.

3. To find out the significant influence of Promotion to Customer Loyalty.

4. To find out the simultaneously significant influence of Service Quality,

Brand Image, Promotion to Customer Loyalty

1.5 Significance of the Study

This study result can give benefits for Grab Indonesia and also for the future
researcher:

1.5.1 For Grab Indonesia

From this research, the company will know and realize how to improve their
service quality especially from their partner driver, and also improve their
brand image so they can bring Grab as a leading online transportation in
Indonesia especially in this case Jabodetabek area, and also improve the

8
 availability of their promotion so there will not be any misunderstand
between driver and customer. All of this improvement that Grab can do in
the future can keep the loyalty of every single customer that they have.

1.5.2 For Future Researcher

The researchers will have wide imaging in order to conduct primary
research in the future and also more knowledge in analyzing the customer
loyalty of a services by improving the service quality, brand image, and also
promotion in the future. By completing this research, hopefully it will give
a benefit reference and also knowledge for the future researcher to gain
deeper image of research.

1.6 Scope & Limitation

1.6.1 Scope
The research study is conducted to analyze the influences of service quality,
brand image, and promotion towards customer loyalty of Grab Indonesia in
Jabodetabek.
1.6.2 Limitation
This research was conducted to determine the factors that influence
customer loyalty of Grab Indonesia, in this case the research will be
conducted in Jabodetabek area, According to World Population Review
(2018) Jabodetabek is one of the largest city in the world with 30 million
people. The total limitation of 160 respondent both male and female that
use Grab. The researcher is using unknown formula (will be explain further
in chapter 3) and data collection techniques that will be used were online
questionnaire.

1.7 Thesis Organization

There are five chapters in this research, namely introduction, literature review,
methodology, data analysis and conclusion. Chapter 1 provides the background to
this research and study needs, together with the problem statement, the research
questions and objectives, the significance of the study, the limitations and the
organization of the thesis. Chapter 2 contains literature reviews of each variable

9
and research gap. Chapter 3 covers the framework for research, assumptions,
operational definitions, research design and sampling plan. Chapter 4 consists of
an inferential and descriptive analysis. Last but not least, Chapter 5 is the
conclusion of the study.

10
 2 CHAPTER II
LITERATURE REVIEW

2.1 Introduction
This part is intended to deliver the review of literature which is relevant to this
research and to provide the foundation of theoretical review. The first part begins
with a review of dependent variable, and after that followed by the review of
independent variables, the possible association between dependent and
independent variables and finally summarize the gaps of the research. In this
research will using some the famous literature to show the relationship between
their research to discuss the topic are Customer Loyalty, Service Quality, Brand
Image and Promotion.

2.2 Customer Loyalty

Loyalty is also defined as a deep commitment to repurchase or repeat the pattern
of preference for a product or service in the future, which causes repeated purchases
of the same brand or a set of brands, even though there is involvement of situational
factors and marketing efforts that have the potential to cause behavior change
brands (Engel, Blackwell, & Miniard, 2012). Hurriyati (2010), stated that customer
loyalty is a very important incentive to create sales.

According to Griffin (2013) ,customer loyalty seems to be a more reliable measure

for predicting sales and financial growth. Different from satisfaction, which is
attitude, loyalty can be defined based on buying behavior. Loyal customers are
people who:

1. Make repeated purchases regularly.

Loyal customers are those who purchase goods or services regularly even,
they will still buy even though the price increases.

2. Refer to other people.

Loyal customers always want to refer to a product or service that they use

11
 to others, to friends and relatives. They always try to influence other people
to use the same product or service by always telling the advantages of the
product or service he uses until the person tries to use it

3. Customer will not change their preferences to other competitor’s product.

Loyal customers always refuse when offered products or services from

other companies (competitors). They already have their own love for the
product or service that has been used.

2.3 Service Quality

According to Kotler (1997) quality must begin with customer needs and end at the
customer's perception. It means that a good quality image is not seen from the
perception of the company or service provider, but rather based on the customer's
perception. Customer perception of quality is a comprehensive behavior for the
superiority of a service. This is supported by the opinions of Band (2003) that what
is meant by quality is perceived quality, namely the customer's perspective. Quality
of service is the totality of features and characteristics of the products or services
that depend on its ability to satisfy stated or implied needs. Understanding other
states that service quality is as expected level of excellence and control over the
level of excellence to meet customer desires (Sigit & Oktafani, 2014).

Krajewski and Ritzman (2002) distinguish the notion of quality in the view of
producers and consumers. In the view of manufacturers, quality is conformity to
specifications, in this case the manufacturer gives certain tolerances specified for
the critical attributes of each part produced. From the consumer's point of view,
quality is a value, namely how well a product or service provides a purpose
intended at the price level that consumers are willing to pay in assessing quality.
Which includes hardware in the form of physical form or equipment, supporting
products or services, and psychological impressions.

The consistency of service quality is very difficult to maintain. In most services,

quality occurs during the process of submitting to customers, generally in
interactions with customers and personal contacts with service companies. Thus,

12
service quality has a high dependence on the performance of workers,
organizational sources, where they cannot be controlled as easily as the components
of goods are produced (Zeithaml, Berry, & Parasuraman, 2013)

Zeithaml, Berry, & Parasuraman (2013), stated about five dimensions in

determining the quality of services or being called as SERVQUAL, namely as
follows:

1. Reliability, namely the ability to provide services that are in accordance

with the promises offered.

2. Responsiveness, namely the response or alertness of employees in helping

customers and providing fast and responsive service, which includes:
employee readiness in serving customers, speed of employees in handling
transactions, and handling customer complaints.

3. Assurance, includes the ability of employees to know the product

appropriately, the quality of hospitality, attention and politeness in
providing services, skills in providing information, skills in providing
security in utilizing the services offered, and the ability to instill customer
trust in the company. This assurance or guarantee dimension is a
combination of dimensions:

a. Competence, meaning the skills and knowledge possessed by

employees to do service.

b. Courtesy, which includes the friendliness, attention and attitude of

employees, and

c. Credibility, covering matters relating to trust in the company, such

as reputation, achievements and so on.

4. Empathy, namely individual attention given by the company to customers

such as the ease of contacting the company, the ability of employees to
communicate with customers, and the company's efforts to understand the

13
 wants and needs of its customers. This empathy dimension is a combination
of three dimensions, as follows.

a. Access, including the ease of utilizing the services offered by the

company.

b. Communication, is the ability to communicate and to convey

information to customers or how to obtain input from customers.

c. Understanding the consumer, includes the company's efforts to

know and understand the needs and desires of customers.

5. Tangibles, includes the appearance of physical facilities such as buildings

and rooms, the availability of parking spaces, cleanliness, tidiness and
comfort of the room, the completeness of communication equipment, and
the appearance of employees.

2.4 Relation Between Service Quality and Customer Loyalty

As stated by Sargeant and West (2001), even if the perceptions of service quality
and commitment are obviously liked to loyalty, each of the factors may have a
different impact on customer loyalty in a particular market.

There are two types of reasons that can determine the customer and also the organ
ization relationship meltdown. First, the natural causes (extinction of customer de
mand) and second, the artificial causes (insufficient product specifications, and se
rvice level quality). It is clear that in order to increase customer loyalty,
organizations must strive to eliminate the reasons for exiting natural and artificial
consumers. Service quality is very important towards customer satisfaction, and
with that service quality has an significant impact on customer loyalty (Doney &
Cannon, 2005).

2.5 Brand Image

The image is defined more generally as the sum of the beliefs, images and
impressions that a person has on an object. The object may be known persons,
organizations, groups of persons or others. If the object is an organization, the

14
overall belief, image and impression of a person's organization is an image (Kotler,
2012). Brand image is a consumer perception of a brand as a reflection of consumer
brand associations. The perceptions that are formed on the basis of consumers '
personal experience can become stronger if consumers experience positive
experiences with these products, contrary to the negative experiences that
consumers have, the perception will decrease (Keller, 2008).

The concept of image in the business world has developed and become the focus
of marketers. A good image of an organization will have a beneficial impact, while
a bad image will harm the organization. A good image means that the community
(especially consumers) has a positive impression on an organization so that, a poor
image means the community has a negative impression (Sutisna, 2001).

More broadly the image is defined as the sum of the beliefs, images, impressions
that a person has on an object. The object in question can be known as people,
organizations, groups of people or others. If the object is in the form of an
organization, it means that the overall belief, image, and an impression of the
organization of a person is an image (Kotler, 2012).

Research on brand image is done by gathering perceptions about consumer

attitudes and opinions on certain dimensions (Peter & Olson, 2010). Determination
of decisions about product choices varies according to market share and according
to product class. According to Engel et al (2010), the dominant attributes of the
brand image include:

1. Location, The purpose of the location strategy is to maximize location

benefits for the company. Location decisions often depend on the type of
business. In location analysis in the industrial sector the strategy focused on
minimizing costs, while in the service sector, the focus is aimed at
maximizing revenue. Therefore, specific location service companies often
influence income more than affect costs. This means that the location focus
for service companies should be on the determination of business volume
and revenue.

15
2. Characteristic and Quality of Product Diversity, In the product
contained the characteristic and quality of products which include: features,
options, style, brand lines. product items, guaranties, and services.

3. Price, Price is the only element of the marketing mix that generates sales
revenue, while other elements are ordinary elements. Although pricing is
an important issue, there are still many companies that are less able to
handle price fixing problems that can affect company revenue, because
prices can affect the level of sales which has an impact on profits.

4. Advertising and Promotion, Advertising and promotion are the most

important part and really determine the direction of the company's goals. A
product however useful if it is not known to consumers, the product will not
be known and beneficial to consumers. Therefore the company must do a
way so that consumers can find out the company's products.

5. Personal Selling, Personal selling is the sell process from the seller to the
buyer directly, by offering and explaining the product with the intention of
influencing someone to buy.

6. Physical attributes of the product, The physical attributes of the product

are important elements because they can influence other marketing
strategies. Selection of the type of product that will be produced and
marketed so that it determines the promotional activities needed as well as
determining the price and the way of distribution.

7. Post-purchase service and satisfaction, Customer service has an

asymmetrical effect on customer satisfaction, where poor service has a
greater impact on customer satisfaction than services that are categorized as
good. Implementation of the strategy with the best category will increase
customer satisfaction and loyalty greater than no relational marketing is
done.

16
2.6 Relation Between Brand Image and Customer Loyalty
Brand image related to the association of the brand. With increasing consumer
experience in consuming the brand, the brand impression that appears in consumer
memory increases. Furthermore, when the brand associations are interconnected,
the stronger the brand image formed will also be. This is what consumers need to
buy back and become loyal to the brand (Durianto, Darmadi, Sugiarto, & Sitinjak,
2001).
Consumers who are accustomed to using certain brands tend to be consistent with
the brand image (Rangkuti, 2002).

2.7 Promotion
Promotion is the flow of information or one-way persuasion made for directing
someone or organization to the action that creates exchanges in marketing all kinds
of marketing activities that encourage demand (Swastha & Handoko, 2000).
According to Lovelock & Wright (2005) Sales promotion is a short-term incentive
offered to customers and intermediaries to stimulate product purchases.

Sales promotion is a form of direct persuasion through the use of various incentives
that can be arranged to stimulate product purchases immediately and or increase
the amount of goods purchased by customers (Tjiptono, 2011). In the other hand
Machfoedz (2005) stated that, Sales promotion is an activity or material that
functions as direct persuasion, which offers added value to a product to the seller
or consumer. Promotion is one of the determining factors for the success of a
marketing program.

There are four main promotional facilities according to Kotler and Armstrong
(2001), namely:

1. Advertising, is a form of mass communication with a number of costs,

through various media carried out by companies, non-profit institutions,
and individuals. Advertising conveys ideas and has dramatic effects and can
reach the wider community.

17
 2. Sales Promotion, short term intensive or for encourage the purchase or sale
of a product or service.
3. Publicity, build good relations with various community groups that deal
with companies through publications that support, develop a good
"corporate image", and handle stories and events that harm the company.
4. Direct Marketing, direct targeted contact with individual consumers to get
immediate response and establish direct customer relationships.

2.8 Relation Between Promotion and Customer Loyalty

Sales promotion is part of the promotion mix. Sales promotion can be defined as a
direct influence that offers added value or intensive product intended for
distributors or customers in order to make direct or short-term sales (Belch, 2001).
According to Kotler and Armstrong (2001) in general, sales promotion should build
relationships with customers not only to make short-term sales or as temporary
brand switching, but also they must help strengthen product position and build
long-term relationships with customers. Tjiptono (2008) also explained the
objectives of the sales promotion. One goal is for customers to make repeat
purchases. Encourage repurchases which in turn leads to the creation of brand
loyalty and binding to buyers of certain producers.

2.9 Previous Study

Table 2-1. Previous Study Related to Customer Loyalty

Author Titles Variables Findings

(Year)

18
Sujono, THE EFFECT OF  Service The results showed that
(2017) SERVICE QUALITY Quality service quality variables
AND BRAND  Brand Image have a positive effect on
IMAGE TOWARDS  Customer customer satisfaction,
CUSTOMER Satisfaction brand image variables
SATISFACTION  Customer have a positive effect on
AND CUSTOMER Loyalty consumer satisfaction,
LOYALTY OF UBER service quality variables
TAXI CUSTOMER have a positive effect on
IN DKI JAKARTA consumer loyalty, brand
image variables have a
positive effect on
consumer loyalty and
consumer satisfaction
variables have no positive
effect on consumer
loyalty.

Ronald, ANALYSIS OF THE  Sevice The results prove that the

(2016) EFFECT OF Quality hypothesis in this study is
SERVICE QUALITY  Brand Image that Brand Image is
AND BRAND  Customer influenced by the loyalty
IMAGE ON Loyalty of PT. Garuda Indonesia
CUSTOMER customers in Lampung
LOYALTY IN province. And for the
TICKETING OFFICE variable Quality of
OF PT. GARUDA ticketing office services
INDONESIA IN affects customer loyalty.
BANDAR
LAMPUNG

19
Ikhprastyo, THE EFFECT OF  Service The results of the study
(2018) SERVICE QUALITY, Quality show that, there is an
PRODUCTS  Products influence between service
QUALITY AND quality quality, product quality
PROMOTIONS ON  Promotions and promotion of
CUSTOMER  Customer customer loyalty through
LOYALTY Satisfaction customer satisfaction at
THROUGH  Customer Mister Geprek Bandar
CUSTOMER Loyalty Lampung in 2017/2018.
SATISFACTION IN
MISTER GEPREK
BANDAR
LAMPUNG

Gadau, THE EFFECT OF  Brand Image: This research shows that

(2016) BRAND IMAGE  Corporate brand image that use
TOWARDS Image corporate image, user
CUSTOMER  User image, and product image
LOYALTY (Case Image as the dimension have
Study of Body Mist  Product simultaneous influenced
Products at the Body Image customer loyalty. It shows
Shop in Ambarukmo  Customer that the most dominant
Plaza) Loyalty variable that influence
customer loyalty among
the three dimensions was
corporate image.

20
Permatasari, THE EFFECT OF  Brand Image The research results
(2018) BRAND IMAGES  Promotions obtained show that the
AND PROMOTIONS  Customer brand image and
ON CUSTOMER Loyalty promotion have a
LOYALTY OF GO- simultaneous effect on
JEK CONSUMERS consumer loyalty of Go-
IN SUB-DISTRICT Jek in Wonocolo District,
WONOCOLO Surabaya. Partial brand
SURABAYA image variables have no
effect on consumer loyalty
in Wonocolo Surabaya
District while promotion is
a variable that influences
the loyalty of Go-Jek
consumers in Wonocolo
District Surabaya.

Source: Develop by Researcher (2019)

2.10 Research Gap

Previous research about the effect of service quality on consumer satisfaction, the
influence of brand image on customer satisfaction, the influence of customer
satisfaction on consumer loyalty, the influence of service quality on consumer
loyalty and the influence of brand image on consumer loyalty of UBER Taxi
customer in DKI Jakarta (Sujono, 2017). The type of research used is quantitative
descriptive research. The samples taken were 113 respondents who were Uber
consumers in DKI Jakarta. The results showed that service quality variables have
a positive effect on customer satisfaction, brand image variables have a positive
effect on consumer satisfaction, service quality variables have a positive effect on
consumer loyalty, brand image variables have a positive effect on consumer loyalty
and consumer satisfaction variables have no positive effect on consumer loyalty.

21
Based on previous research about Analysis of The Effect of Service Quality and
Brand Image on Customer Loyalty in Ticketing Office of PT. GARUDA
INDONESIA at Bandar Lampung (Ronald, 2016). In this study, the sampling
technique used was judgment sampling using a questionnaire to 100 customers of
PT. Garuda Indonesia in Bandar Lampung. From the results of the study it was
found that Brand Image with variable corporate image, Service Quality, explained
the variation of 40.7%. (R2) towards customer loyalty, the remaining 59.3% is
explained by other variables not measured in the research model.

This previous research aims to determine the influence between service quality,
product quality and promotion of customer loyalty through customer satisfaction at
Mister Geprek Bandar Lampung (Ikhprastyo, 2018). The method used in this study
is descriptive verification with ex post facto approaches and surveys. The data of
this study were obtained from a population of 500 customers and a sample of 83
customers. The results of the study indicate that there is an influence between
service quality, product quality and promotion of customer loyalty through
customer satisfaction at Mister Geprek Bandar Lampung in 2017/2018.

This previous research aims to determine the effect of brand image on consumer
loyalty on The Body Shop's body mist products (Gadau, 2016). This research was
conducted in 2016 at Ambarukmo Plaza Yogyakarta. The research population is
consumers of The Body Shop in Ambarukmo Plaza. The sample of this study was
100 consumers of The Body Shop in Ambarukmo Plaza. The results of the study
show brand image with the dimensions of the company's image, user image, and
product image have an influence on consumer loyalty. The most dominant variable
influences consumer loyalty from the three variables is the corporate image
variable with a calculated t value greater than other variables.

Previous research entitled "The Effect of Brand Image and Promotion on Go-Jek
Consumer Loyalty in Wonocolo District Surabaya" is the result of quantitative
research that aims to answer the question of whether brand image has a partial
effect on Go-jek consumer loyalty in Wonocolo District, Surabaya, whether
promotion is influential partially towards the loyalty of consumers of Go-jek in

22
Wonocolo District of Surabaya and whether brand image and promotion are
influential simultaneously on consumer loyalty of Go-Jek in Wonocolo District,
Surabaya (Permatasari, 2018). The method used in this study is the distribution of
questionnaires (questionnaires) with non-probability sampling techniques using the
quota sampling method. The population in this study were Go-Jek consumers in
the Wonocolo District area with a minimum of 2 or more uses with a sample of 150
people. The results obtained showed that brand image and promotion had a
simultaneous effect on consumer loyalty of Go-Jek in Wonocolo District,
Surabaya. Partial brand image variables have no effect on consumer loyalty in
Wonocolo District of Surabaya while promotion is a variable that influences the
loyalty of Go-Jek consumers in Wonocolo District of Surabaya.

23
 3 CHAPTER III
METHODOLOGY

3.1 Theoretical Framework

Based on previous studies and previous research gap, we can conclude the
following framework as stated below:

Service Quality

H1
X1

X1

Brand Image H2 Customer Loyalty

X2 Y

H3

Promotion

X3

H4

Figure 3.1. Theoritical Framework

Source: (MURSYID, 2018) and (Setyowati & Wiyadi, 2016)

Figure 3.1 explain the affirmation about the theoretical framework of Customer
Loyalty, in which the researcher use 4 variables: Service Quality (X1), Brand

24
Image (X2), Promotion (X3) as Independent Variables and Customer Loyalty (Y)
as the Dependent Variable.

3.2 Hypothesis
Hypothesis 1 :

Ho1 : There is no significant influence between Service Quality towards Customer

Loyalty of Grab Indonesia.

Ha1 : There is significant influence between Service Quality towards Customer

Loyalty of Grab Indonesia.

Hypothesis 2 :
Ho2 : There is no significant influence between Brand Image towards Customer
Loyalty of Grab Indonesia.

Ha2 : There is significant influence between Brand Image towards Customer

Loyalty of Grab Indonesia.

Hypothesis 3 :
Ho3 : There is no significant influence between Promotion towards Customer
Loyalty of Grab Indonesia.

Ha3 : There is significant influence between Promotion towards Customer Loyalty

of Grab Indonesia.

Hypothesis 4 :
Ho4 : There is no simultaneously significant influence of Service Quality, Brand
Image, and Promotion towards Customer Loyalty of Grab Indonesia.

Ha4 : There is simultaneously significant influence of Service Quality, Brand

Image, and Promotion towards Customer Loyalty of Grab Indonesia.

25
3.3 Research Framework

Problem Statement

Literature Review

Questionnaire

SPSS 22.0 Software

Validity and
No
Reability Test

Final Questionnaire

Data collection and Analysis

Conclusion and
Recommendation

Figure 3.2. Research

Framework

Source: Develop by Researcher (2019)

26
This research framework is made to describe the process of research make and also
analyzed. The framework shown as above.

3.4 Operational definition of Variable

Variable Definition Indicators

Service Quality Quality must begin with 1. Reliability

2. Responsiveness
(X1) customer needs and end at 3. Assurance
4. Empathy
the customer's perception. It 5. Tangibles

means that a good quality (Zeithaml, Berry, &

Parasuraman, 2013)
image is not seen from the

perception of the company or

service provider, but rather

based on the customer's

perception. Customer

perception of quality is a

comprehensive behavior for

the superiority of a service

(Kotler P. , 1997)

Brand Image The image is defined more 1. Location

2. Characteristic and
(X2) generally as the sum of the Product Diversity
3. Price
beliefs, images and 4. Advertising and
Promotion
impressions that a person has 5. Personal Selling
6. Physical Attributes
on an object. The object may of the product
7. Post-purchase
be known persons, service and
satisfaction

27
 organizations, groups of (Engel, Blackwell, &
Miniard, 2010)
persons or others. If the

object is an organization, the

overall belief, image and

impression of a person's

organization is an image

(Kotler, 2012).

Promotion (X3) Promotion is the flow of 1. Advertising

2. Sales Promotion
information or one-way 3. Publicity
4. Direct Marketing
persuasion made for
(Kotler & Armstrong,
directing someone or 2001)

organization to the action

that creates exchanges in

marketing all kinds of

marketing activities that

encourage demand (Swastha

& Handoko, 2000).

Customer According to Kotler (1997) 1. Make repeated

purchases regularly
Loyalty (Y) quality must begin with 2. Refer to other people
3. Customer Will not
customer needs and end at change their
preferences to other
the customer's perception. It competitor’s product

means that a good quality (Griffin R. W., 2013)

28
 image is not seen from the

perception of the company or

service provider, but rather

based on the customer's

perception. Customer

perception of quality is a

comprehensive behavior for

the superiority of a service.

(Source: Developed by Researcher)

Note: The indicators are all used 5 points likert scale (1= Strongly Disagree and
5= Strongly Agree)

3.5 Research Design

Quantitative method is used in this research. According to Sugiono (2010), it is
possible to interpret quantitative research methods as a research method used to
examine a specific population or sample. Quantitative methods use questionnaires
to gather data and see in quantitative methods relationships between variables,
usually more cause and effect. Researchers will see how big is the influence
between independent variables with dependent variable.

Quantitative strategies are information collected through surveys, polls, and

summaries, or by controlling predictable information using computational systems
with target estimates and factual, scientific, or numerical inquiries.

3.6 Research Instrument

For this study, research using Primary data to collect the data that needed to be
proceed later using SPSS 22.0

29
3.6.1 Primary Data
The data first recorded and collected are the primary data (Sanusi, 2014). Primary
data is original or first source data. These data are not available in compiled or file
format (Narimawati, 2008). Primary data used as the main source of data to fulfill
the research purpose obtained by collecting by questionnaire directly from the
researcher. Questionnaires are distributed systematically and used to derive data
from a series of written questions answered by respondents. The questionnaire is
made up of 32 questions on a Likert scale of 1 – 5 points (Strongly Disagree –
Strongly Agree).

3.7 Sampling Design

There are two sampling design types that are sampling of probability and sampling
of non-probability. A probability sampling is a sample in which individuals and
other sample elements have a known chance or likelihood of being selected for
research inclusion (Burns, 2008). Meanwhile, this study's sampling techniques are
non-probability sampling, Which is the selection of sampling units based on
subjective judgment or evaluation rather than the use of Sugiyono (2010)
probability theory. The researcher will also use the convenience sampling in this
study. Convenience sampling refers to the collection the information from
members of population who are conveniently available to provide it (Sekaran U. ,
2006)

3.7.1 Population
According to Burhan et al (2009),population is a generalization region consisting
of subject and object with a certain amount and characteristic that the researcher
chose to study and conclude. Population described by Sugiyono (2004) as a
generalization area consisting of an object or subject with the qualities and
characteristics set by the researcher to be studied and the conclusion to be
performed.

In this research the population as an object is bot male and female who are lives in
Jabodetabek are and have used Grab services. Sampling purpose is a sampling
technique using certain criteria set by the researcher (Sekaran & Bougie, 2013).

30
3.7.2 Sample
In research Jatmiko (2006) said that it can be analyzed with parametric statistics to
determine the total sample size of the total population (N), which is the portion of
the total population characteristic according to Burhan et al (2009)The sample is
one of the total population and the sample size will be used as the total number
units. Sample method used simple random sampling in this research. In
determining the total sample size from the total population (N), Jatmiko (2006)
research said that with parametric statistics it can be analyzed that the sample size
(respondent) must be more than or equal to thirty (n= 30). Simple random sampling
is randomly selecting the sample size without taking into account the existing strata
in the population Sugiyono (2010) also provides a suggestion on the measurement
sample, which is the sample size is greater than 30 and less than 500 is sufficient
for research and sample size can be chosen as long as the fund and time is sufficient.

The sample size can be calculated by using the formula below, according to
Sugiyono (2010):

N=5xq

Where:

N = Sample Size

Q = Question
N=5xq
N= 5 x 32
N=160

3.7.3. Research Variable

The researcher has four variables, including one dependent variable and three
independent variables. Customer Loyalty is the dependent variable in this study,

31
and the independent variables are the service quality, brand image, and promotion.
Based on the chapter 2 literature review, the researcher will describe the indicators
of each variable that will be used later to create a questionnaire.

3.8 Data Analysis

Analytical methods used in this study are validity testing, reliability testing,
normality testing, simple regression and multiple regression to process data from
collected variables or dimensions, primary data and secondary data, then using
SPSS 22. In the processing of data. According to Priyatno (2008), SPSS is a
program or software used for statistical data processing.

3.8.1 Validity
Determination of data that occurs with source on the research object that can be
reported through research. Therefore, the validity data "is no different" between the
data reported by the researcher with actual data that occurs in the research object.
Researchers spread the questioner to 30 sample respondents to do the validity test
and use SPSS version 22 to see the r to conclude the question's validity. If (n) = 30,
then df = n – 2 or 30 – 2 = 28 and alpha = 0.05, r table 0.361 will be obtained,
according to Pearson. If r is less than 0.361 so the variable is invalid, r should be
greater than 0.361 to be valid (Sugiono, 2010).

The formula of validity test is as follow:

Where:

n = overall between overall question instrument

Σxy = sum of the products of pair scores

Σx = sum of x scores

Σy = sum of y scores

Σx² = sum of squared x scores

Σy² = sum of squared y scores

32
3.8.2 Reliability
Ghozali (2013) said Reliability is a measurement tool for questionnaires that are
indicators or variables or constructs. Questionnaires are used when someone is
consistently stable in response to the statement. With Cronbach Alpha (α)
statistical testing, SPSS provides facilities for measuring reliability. Use limit 0.6
to determine whether or not a reliable device, reliability below 0.6 is not
acceptable, 0.7 is acceptable, and 0.8 is good.

The formula of reliability test is as follow:

Where:

k = number of items

r = average correlation between any two items

α = reliability of the average or sum

Table 3-1. Reliability Based on Cronbach's Alpha

Cronbach’s Alpha Internal Consistency

α ≥ 0.9 Excellent

0.7 ≤ α < 0.9 High Reliability

0.5 ≤ α < 0.7 Moderate

< 0.5 Low

Source: Maholtra (2010)

3.9 Descriptive Analysis

Descriptive Analysis Method is the statistics used to analyze data from data that
has been accumulated because they do not intend to draw conclusions that are

33
applicable to the public or generalization. Descriptive analysis is used to analyze
data collected without generalized conclusions or generalizations being accepted
(Sugiono, 2010).

3.9.1 Mean
Mean is known as one of the central dimensional sizes when compared to other
central dimensions of size, as the size that occupies the most important place.
According to Anas (2008), As mentioned above, the average count value is known
in English as the Arithmetic Mean, or only as the Mean. To sum up the word, the
term to be used in this book is essentially Mean. Mean can always be said to be
used or calculated in scientific research activities that use statistics as a method of
data analysis. In everyday life, in fact, most people have used consciously or not as
one measure.

Where:

= Weighted Mean of the factors related

W = Corresponding Weight
X = A set of number designated / rate of importance

3.9.2 Standard Deviation

Standard deviations are quadratic variables based on irregular variance, population
statistics, data sets, or distributions of probability. The arithmetic is less suitable
for the absolute average deviation. The standard deviation's valuable property is
communicated in the same unit as the data, just like its variance. The standard
deviation sizes also differ, including the average absolute deviation, which provides
different mathematical properties than the standard deviation. Standard deviation
samples are used when analyzing sample data dodge 2013.

34
Where:

s = sample standard deviation

N = number of scores in a sample

N-1 = degrees of freedom or Bessel's correction

x = value of a sample

x bar = mean or average of the sample

3.10 Classical Assumption

3.10.1 Normality Test
According to Priyatno (2008), normality is a test for distributing or not distributing
sample data from the normal population. To know what kind of statistics to use for
further data analysis, the normality test is important. Normality test data is
performed using non-parametric statistical technique used on SPSS 24 by
Kolmogorov-Smirnov.

For this study the criteria used are as follows:

a. If sig. (2-tailed) > 0.05, data distribution is normal.

b. If sig. (2-tailed) < 0.05, data distribution is not normal.

3.10.2 Heteroscedasticity Test

The residual variance differences in all observations in regression model are
according to c heteroscedasticity. In regression model, a good regression can be
categorized when there is no problem with heteroscedasticity. Heteroscedasticity
testing is used to determine whether the residual variance inequality in the

35
regression model is or not. The independent variable is detected by regression to
absolute residual value in this research. In heteroscedasticity testing, if the meaning
of the correlation exceeds (>) α 0.05, this means that regression models have no
problem with heteroscedasticity.

3.10.3 Multicollinearity Test

According Wijaya (2009), Multicollinearity test is a test shown to test whether a
correlation between independent variables was found in the regression model.
Multicollinearity should not be a good regression model. VIF (Variance Inflation
Factor) and Tolerance can be used to detect this.

a. VIF value is less than 10

b. Tolerance value greater than 0.1

3.11 Multiple Linear Regression Model

Techniques for analyzing data in this study using multiple linear regression
analysis. According Sugiyono (2010), Analysis of regression is used to predict how
to change the dependent variable when the value of independent variables increased
or decreased (manipulated). Analysis of multiple linear regression is a statistical
technique used to predict how the variable depends on the state or influence of
independent variables.

Y = β0+ β1X1 + β2X2 + β3X3 + e

Where:

e = coefficient error

Y = Customer Loyalty

X1 = Service Quality

X2 = Brand Image

X3 = Promotion

β0 = coefficient of the independent variable

36
In this research, there are 3 independent variable which are Service Quality (X1),
Brand Image (X2), and Promotion (X3). The research objectives are to analyze
Customer Loyalty of Grab Indonesia in Jabodetabek. The multiple linear regression
is used since the researcher only want to analysis between X1, X2, X3 and Y and
also the relationship between X1 and Y, X2 and Y, X3 and Y.

3.11.1 T-test
T-test is used to test the significance of independent variables towards dependent
variable. The hypothesis for T-test is:

1. Ho1: β1= 0: There is no significant influence between the service quality

towards customer loyalty of Grab Indonesia in Jabodetabek.
2. Ha.1: β1 ≠ 0: There is significant influence between the service quality
towards customer loyalty of Grab Indonesia in Jabodetabek.
3. Ho.2: β2 = 0: There is no significant influence between the brand image
towards customer loyalty of Grab Indonesia in Jabodetabek.
4. Ha.2: β2 ≠ 0: There is significant influence between the brand image
towards customer loyalty of Grab Indonesia in Jabodetabek.
5. Ho.3: β3= 0: There is no significant influence between the promotion
towards customer loyalty of Grab Indonesia in Jabodetabek.
6. Ha.3: β3 ≠ 0: There is significant influence between the promotion towards
customer loyalty of Grab Indonesia in Jabodetabek.
3.11.2 F-test
F-test is used to test the significance of all independent variables toward dependent
variable. The hypothesis for F-test is:

Ho.4 : There is no simultaneous significant influence between the service

quality, brand image, promotion towards customer loyalty of Grab
Indonesia in Jabodetabek.

Ha.4 : There is simultaneous significant influence between the service quality,

brand image, promotion towards customer loyalty of Grab Indonesia
in Jabodetabek.

37
If p value lower than 0.1, Ho4 is rejected. But if the p value is greater than 0.1, Ho4
is accepted.

3.11.3 Coefficient of Determination (R2)

Priyatno (2008) described that, the determination analysis coefficient is used to
simultaneously determine the percentage of contribution to dependent variable (Y)
between independent variable (X1, X2,... Xn). This coefficient shows how much
independent variable percentage variation was used to explain the variable
dependent. The determination coefficient ranges from zero (0) to one (1). The
decisions on the basis are:

 If the coefficient determination value (R2) is equal to zero (0), then there is
no effect of percentage given independent variable to the dependent
variable.

 If the coefficient determination value (R2) is equal to zero (1), then there is
an effect of percentage given independent variable to the dependent
variable.

38
 4 CHAPTER IV
RESULTS AND DISCUSSIONS

4.1 Demographic Data

4.1.1 Respondent Screening

Figure 4.1. Screening question of filtering respondents

From the Figure 4.1, it shows that from 180 respondent there are 88.9% or 160
respondents grab user who are live in Jabodetabek area, and 11.1% or 20
respondents from other city who tried to answer the questionnaire. It means that the
Grab user are not only from Jabodetabek area but also there are some in other city
who are use Grab too.

4.1.2 Respondent Profile

Figure 4.2. Gender graphics statistic

39
From the Figure above, it shows that from overall respondent from jabodetabek
who fill this questionnaire are 55% or 88 female respondents and there are 45% or
72 male respondents.

Figure 4.3. Age graphics statistic

From figure above, it shows that mostly of the respondents are in the age of 17-24
with the percentage of respondents of 76.3% or 122 respondents. The second
majority is in the age of 25-34 with percentage of 18.8% or 30 respondents. For the
other age there are few of them who are also used Grab services.

Figure 4.4. Occupation graphics statistic

40
From the figure 4.4, it shows that majority of the respondents are student with
percentage of 62.5% or 100 respondents. And for the second majority are private
employee with percentage of 27.5% or 44 respondents. For the other there are few
of it who work in other field.

Figure 4.5. Frequency of using grab graphics statistic

From the figure above, it shows that majority of Grab user in Jabodetabek area are
mostly used Grab services more than 3 times in this pass 6 month, from the graph
it shows that there are 81.3% from 160 respondents.

4.2 Validity and Reliability Test

4.2.1 Validity test
Validity is a measurement that will measure what is to be measured, the higher the
validity, the closer it is to its target, or show what is to be measured
increasingly. Validity therefore refers to
the precision and accuracy of the measurement function running process. If r is
greater that r-table, the item (question) is considered valid, but if it is lower, the
question will be considered invalid and should be removed from the questionnaire.
The value of r-table is 0.361 based on the table (see Appendices). To be valid, the
item should have r greater than 0.361. The pretest validity result is displayed in the
table below.

41
 Table 4-1. Validity test

Variable Items R Compute R Table Result

Service SQ1 0.678 0.361 Valid

Quality
SQ2 0.646 0.361 Valid

SQ3 0.714 0.361 Valid

SQ4 0.570 0.361 Valid

SQ5 0.828 0.361 Valid

SQ6 0.791 0.361 Valid

SQ7 0.697 0.361 Valid

SQ8 0.593 0.361 Valid

SQ9 0.805 0.361 Valid

SQ10 0.703 0.361 Valid

Brand Image BI1 0.692 0.361 Valid

BI2 0.565 0.361 Valid

BI3 0.656 0.361 Valid

BI4 0.704 0.361 Valid

BI5 0.608 0.361 Valid

BI6 0.732 0.361 Valid

BI7 0.691 0.361 Valid

BI8 0.704 0.361 Valid

BI9 0.678 0.361 Valid

BI10 0.669 0.361 Valid

BI11 0.606 0.361 Valid

BI12 0.662 0.361 Valid

BI13 0.621 0.361 Valid

BI14 0.768 0.361 Valid

42
 BI15 0.578 0.361 Valid

Promotion P1 0.625 0.361 Valid

P2 0.551 0.361 Valid

P3 0.659 0.361 Valid

P4 0.769 0.361 Valid

Customer CL1 0.789 0.361 Valid

Loyalty
CL2 0.775 0.361 Valid

CL3 0.770 0.361 Valid

(Source: Data Process made by SPSS 22.0)

All items are valid based on the table 4.1 above because r is always greater than r-
table. Therefore, for the next research step, the researcher decided to select all the
questions in the questionnaire.

4.2.2 Reliability test

Reliability testing was conducted using the SPSS program and Microsoft Excel
data was arranged to tabulate the research instruments of Cronbach’s alpha. The
results will be as follows. The Cronbach’s alpha value is moderately reliable when
the alpha is about 0.50–0.70 and highly reliable when the alpha is about 0.70-0.90,
and excellent when the alpha is greater than 0.90. In this test researcher using 30
samples. Reliability test results as follows:

Table 4-2. Reliability test

Variables Item N Cronbach’s Alpha Reliability

Service Quality 10 30 0.880 High Reliability

Brand Image 15 30 0.906 Excellent

Promotion 4 30 0.552 Moderate

43
Customer 3 30 0.670 Moderate
Loyalty

(Source: Data Process made by SPSS 22.0)

44
4.3 Descriptive Analysis

Table 4-3. Descriptive Statistics

N Minimum Maximum Mean Std.
Deviation

SQ 160 1 5 26.01 5.573

BI 160 1 5 55.72 7.996

P 160 1 5 16.01 2.236

CL 160 1 5 11.99 2.034

Valid N 160
(listwise)

(Source: Data Process made by SPSS 22.0)

From the table above, there are 160 samples that are used in this test. It shows that
the variable service quality has mean 36.01 with a standard deviation of 5.573. It
shows that the mean is higher than the value of standard deviation. So that it
identifies the results of the data distribution that is quite good. Standard deviation
means a deviation or digression. Brand Image shows the results of mean 55.72 with
a standard deviation 7.996, which means the mean is higher that the standard
deviation.

For the variable of promotion it shows that the mean 16.01 is higher than the
standard deviation 2.236. It shows that the data distribution is quite good. Customer
loyalty shows the results of mean11.99 and standard deviation 2.034, which means
the mean is greater than the standard deviation.

4.4 Classical Assumption Testing

4.4.1 Normality Test
According to Ghozali (2013) the normality test aims to test whether in the
regression model the confounding or residual variables have a normal distribution.

45
 Figure 4.6. Histogram (Normality Test)

There's a bell-shaped line based on the figure above. It means the data has a value
variation that normally makes it distributed

Figure 4.7. Normal P-Plot of Regression Standardized Residual

46
From the figure above, explain the normal plot of residual regression probability.
It shows that the plot forms a particular pattern follows a diagonal line from bottom
left to the top right. This means that the respondent meets the normal circulation of
polls or questionnaires. Therefore, the regression model information can be
concluded to satisfy the claim of normality.

4.4.2 Heteroscedastic Test

Heteroscedasticity is the residual variance differences in all regression model
observations. In regression model, a good regression can be categorized when there
is no problem with heteroscedasticity. Testing for heteroscedasticity is used to
determine the residual value variant from the independent variable. In regression
model, when there is no heteroscedasicity problem in their regression models,
categories can be a good regression. In this research, looking at chart patterns
generated from data processing using SPSS to detect the presence or absence of
heteroscedasticity. Decision-making is based on:

1. If there is a specific pattern such as, dots that form some orderly pattern
(wavy, widened, then narrowed), it indicates the occurrence of
heteroscedasticity.

2. If there is no clear pattern, such as spreading dots above and below the Y
axis number 0, then no heteroscedasticity or homoscedasticity has
occurred.

By observing the spread of dots, the following scatterplot graph is used to analyze
whether there is heteroscedasticity or homoscedasticity.

47
 Figure 4.8. Scatterplot

The points are dispersed and widespread based on the figure above. There is a
diagonal pattern, but not too many patterns. That's why the data is quite good.

4.4.3 Multicollinearity Test

To find out if there are any independent variables in the model that have similarities
with other independent variables. Similarities in a model between independent
variables will cause a very strong correlation between an independent variable and
other independent variables to begin. In this test to know if there are
multicollinearity problems using VIF (Variance Inflation Factory) or not.

Variance inflation factor (VIF) and tolerance are important indicators in this test.
Tolerance > 0.1 and VIF < 10= Multicollinearity are always starting from 1 and no
upper bound. Since all variables have tolerance above 0.1 and VIF (Variance
Inflation Factor) below 10, there is no correlation (No Multicollinearity) in the data
from table 4.4, which is good.

48
 Table 4-4. Coefficients

4.5 Multiple Linear Regression Analysis

To predict the value of a dependent variable, multiple linear regression models are
used using two or more independent variables. The classical assumption test in
multiple linear regressions has been tested and the data has already been fulfilled
in this research, so it can be used in testing hypotheses.

In the standardized form of the equation, the result of multiple regression analysis
will be interpreted as follows:

Y = 3.891 + 0.109 X1 + 0.302X3

Note:

Y = Customer Loyalty

X1 = Service Quality

X2 = Brand Image

X3 = Promotion

From the formula above, researcher can conclude the test result as follows:

1. Table 4.4 shows that, The Service Quality coefficient indicates significant
influence as the significant value is lower than the significant level of

49
 0.05. Which means 0.109 coefficient and 0.003 as the significant value.
Therefore, if each one-point increase in service quality also increases
customer loyalty by 10.9%

2. Table 4.4 shows that, The Brand Image coefficient indicates no

significant influence as the significant value is higher than the significant
level of 0.05. Which means 0.012 coefficient and 0.676 as the significant
value. It means that Brand Image is not significantly influence Customer
Loyalty of Grab Indonesia in Jabodetabek.

3. Table 4.4 shows that, The Promotion coefficient indicates significant

influence as the significant value is lower than the significant level of
0.05. Which means 0.302 coefficient and 0.001 as the significant value.
Therefore, if each one-point increase in service quality also increases
customer loyalty by 30.2%

4.6 Hypothesis Testing

4.6.1 T-test
From the table 4.4 shows that the significant value each variable, here is the result
for each variable:

1. Service Quality (X1) Towards Customer Loyalty

It can be seen from table 4.4 The X1 (Service Quality) coefficient of regression
obtained the value of 0.003 which is lower than the significant level of 0.05. This
indicates that the service quality variable t has a significant influence on the
dependent variable (customer loyalty), then Ha.1 is accepted and Ho.1 is rejected
from hypothesis 1.

2. Brand Image (X2) Towards Customer Loyalty

It can be seen from table 4.4 The X2 (Brand Image) coefficient of regression
obtained the value of 0.676 which is higher than the significant level of 0.05. This
indicates that the brand image variable t has no significant influence on the

50
dependent variable (customer loyalty), then Ha.2 is rejected and Ho.2 is accepted
from hypothesis 2.

3. Promotion (X3) Towards Customer Loyalty

It can be seen from table 4.4 The X3 (Promotion) coefficient of regression obtained
the value of 0.001 which is lower than the significant level of 0.05. This indicates
that the promotion variable t has a significant influence on the dependent variable
(customer loyalty), then Ha.3 is accepted and Ho.3 is rejected from hypothesis 3.

4.6.2 F-test
F-test is to determine if all independent variables simultaneously have a significant
impact on the dependent variable. The independent variables in this research are
Service Quality, Brand Image, and Promotion, and the dependent variable is
Customer Loyalty. F-test analyze by comparing the significant value with the
degree of probability of 0.05 through the regression test. If significant F is lower
than the probability degree (α) 0.05, it means that all independent variables
simultaneously have a significant effect on the dependent variable, and if the
significant is more than significant alpha (α) 0.05, it means that all independent
variables have no significant effect at the same time as the dependent variable.
There is simultaneous effect if the significant F lower than α 0.05.

Table 4-5. F-Test Analysis/ANOVA

Based on Table 4.5, independent factor (Service Quality, Brand Image, and
Promotion) has significance value of 0.000 which is lower than 0.05 and F value
18.614 which is greater than 2.70 (F table), it means that, all independent factors

51
(Service Quality, Brand Image, and Promotion) have a simultaneous significant
influence towards Customer Loyalty.

4.7 Coefficient of Determination

Table 4-6. Coefficient of Determination(R2)

Table above calculated using SPSS shows that the Adjusted R square value of 0.249
obtained. The 24.9% means that customer loyalty can be influenced by the variable
service quality, brand image, and promotion while the rest is 75.1% of customer
loyalty is influenced by other variables which are not being input in this research.

4.8 Interpretation Result

4.8.1 Service Quality (X1) Towards Customer Loyalty (Y)
It is clear that in order to increase customer loyalty, organizations must strive to
eliminate the reasons for exiting natural and artificial consumers. Service quality is
very important towards customer satisfaction, and with that service quality has an
significant impact on customer loyalty (Doney & Cannon, 2005). Testing result
displayed that service quality variable gives influence towards Purchase Intention.
It can be explained because the T-Test result of 3.064 and greater than 1.660 with
significant t level of 0.003, which is lower than 0.05. It means that Service Quality
variable significantly influences the customer loyalty of Grab Indonesia. According
to the result, the service quality can make people more interest and loyal in using
Grab services, because when the service quality is increase the customer loyalty
will also increase.

This research also support by the previous research from (Sujono, 2017), with the
result that service quality variables have a positive effect on consumer loyalty.

52
4.8.2 Brand Image (X2) Towards Customer Loyalty (Y)
Brand image is a consumer perception of a brand as a reflection of consumer brand
associations. The perceptions that are formed on the basis of consumers ' personal
experience can become stronger if consumers experience positive experiences with
these products, contrary to the negative experiences that consumers have, the
perception will decrease (Keller, 2008). Consumer will attract to use a product or
services by experiencing a positive image that shows by a certain brand. testing
result displayed that Brand Image variable gives no influence towards Customer
Loyalty in this research. It can be explained because the T-Test result of 0.418
which is greater than 1.660 with significant level of 0.676, which is higher than
0.05. This means that Brand Image variable is not significantly influences to the
Customer Loyalty of Grab Indonesia in this research.

It can be support by previous research held by (Permatasari, 2018) that shows

partial brand image variables have no effect on consumer loyalty of go-jek user in
Wonocolo district, Surabaya.

4.8.3 Promotion (X3) Towards Customer Loyalty (Y)

Promotion is the flow of information or one-way persuasion made for directing
someone or organization to the action that creates exchanges in marketing all kinds
of marketing activities that encourage demand (Swastha & Handoko, 2000). Based
on the analysis result of T-test is 3.549 which is greater than 1.660 with significant
value of 0.001which is greater than 0.05. It means that Promotion has significant
effect towards Customer Loyalty on Grab Indonesia in Jabodetabek. It is also
supported with the previous research done by (Permatasari, 2018) it shows that
promotion is a variable that influences the loyalty of Go-Jek consumers in
Wonocolo District of Surabaya.

53
 5 CHAPTER V
CONCLUSION AND RECOMMENDATION

5.1 Conclusion
This chapter draws the correlation between three independent variables which are
Service Quality, Brand Image, and Promotion towards one dependent variable
which is Customer Loyalty.

1. There is a significant influence between the Service Quality towards

Customer Loyalty of Grab Indonesia in Jabodetabek, it is means when
the service quality variable increasing it will be affecting to the increase
of customer loyalty.

2. There is no significant influence between the Brand Image towards

Customer Loyalty of Grab Indonesia in Jabodetabek, it is means that
Brand Image is not a main reason of customer loyalty for Grab user in
Jabodetabek.

3. There is a significant influence between the Promotion towards Customer

Loyalty, it is means when the promotion variable increasing it will be
affecting to the increase of customer loyalty.

4. There is a simultaneous significant influence of independent variable

(Service Quality, Brand Image, and Promotion) towards customer loyalty
of Grab of Grab Indonesia in Jabodetabek.

5.2 Recommendation
5.2.1 For the Company
Based on the result this is what the research recommend, It is found that service
quality and promotion have significant effect towards customer loyalty of Grab
Indonesia in Jabodetabek area, but for the brand image variable is not significant

54
towards the customer loyalty. Therefore, this research could be a feedback to Grab
Indonesia to focus more in increasing their service quality and promotion since
there is no influence from brand image to customer loyalty of Grab Indonesia, by
increasing service quality and brand image there will be more customer who trust
and loyal to use Grab services.

5.2.2 For the future researcher

For the future researcher who want to use customer loyalty as a variable research,
it is necessary to do further research on the variable, or the researcher can add other
independent variables outside variables that used in this study. Because from this
study it shows that there are influence from other variable that could effect
customer loyalty. They can use the other variable such as Customer Satisfaction,
Products Quality, Corporate Image, Product image, etc. So, that the research
conducted is better and provides useful information and knowledge.

55
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Kemp, S. (2017, February 16). DIGITAL IN SOUTHEAST ASIA IN 2017. From

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bagi-go-jek-cukG

60
 APPENDICES

A. Questionnaire

Demographic:

61
62
Service Quality:

63
Brand Image

64
65
66
Promotion

67
Customer Loyalty

68
69
Raw Data Questionnaire

SQ SQ SQ SQ SQ SQ SQ SQ SQ SQ1 Tota BI BI BI BI BI BI BI BI BI BI1 BI1 BI1 BI1 BI1 BI1 Tota P P P P Tota CL CL CL Tota
1 2 3 4 5 6 7 8 9 0 l 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 l 1 2 3 4 l 1 2 3 l
4 4 4 4 4 4 4 5 4 4 41 4 5 4 5 3 5 4 4 5 4 4 4 5 5 4 65 5 4 5 5 19 5 4 4 13
4 5 3 5 4 4 5 5 5 4 44 5 4 4 4 5 4 5 4 5 5 4 4 5 5 4 67 5 4 5 4 18 5 5 4 14
4 3 3 4 3 3 4 3 3 3 33 4 4 3 3 4 4 4 4 4 4 4 4 4 4 4 58 4 4 5 5 18 3 4 5 12
4 4 3 5 2 4 4 3 5 2 36 4 4 5 4 4 4 5 4 4 5 4 4 4 5 4 64 4 4 4 5 17 4 3 5 12
4 4 4 4 3 4 4 3 4 4 38 4 3 4 4 4 4 4 4 3 4 4 4 4 4 4 58 4 4 5 5 18 5 5 5 15
3 1 2 4 2 4 4 4 2 1 27 5 5 4 4 2 4 1 2 4 5 1 2 5 2 5 51 5 5 1 5 16 4 1 4 9
3 4 4 3 3 4 3 4 4 4 36 4 4 4 4 4 5 4 4 4 4 4 3 3 4 3 58 4 4 3 3 14 4 4 4 12
4 3 3 3 4 4 5 4 5 3 38 3 2 2 3 4 3 3 4 5 5 4 4 3 3 4 52 5 5 5 5 20 4 4 5 13
4 4 2 2 2 3 1 3 3 3 27 4 4 3 3 3 4 3 4 4 4 3 2 3 3 4 51 3 4 5 5 17 3 4 4 11
4 5 2 4 3 4 5 2 4 3 36 3 4 4 4 4 3 4 3 4 4 4 4 4 4 3 56 3 5 4 3 15 3 2 5 10
4 5 4 5 3 4 4 5 4 3 41 5 4 5 4 5 4 5 4 5 5 5 4 4 5 4 68 5 4 4 5 18 5 4 5 14
4 3 3 3 3 3 3 4 3 3 32 2 2 3 3 4 3 3 2 3 3 3 3 3 3 3 43 3 3 3 3 12 3 3 3 9
4 5 3 4 3 4 5 3 4 3 38 4 4 5 4 4 5 4 4 4 5 5 4 4 4 3 63 4 5 4 5 18 5 3 4 12
2 2 2 3 2 2 3 3 3 3 25 3 4 3 2 3 3 2 2 4 3 3 3 3 1 2 41 3 3 3 3 12 3 3 3 9
4 4 4 4 3 4 4 4 4 3 38 3 3 4 4 4 4 3 4 2 2 2 3 4 4 3 49 2 4 4 5 15 3 5 4 12
4 4 4 4 4 4 4 4 4 4 40 3 4 4 4 3 4 4 4 4 4 4 4 4 2 2 54 4 4 4 4 16 4 3 4 11
4 4 3 3 3 4 4 3 3 3 34 3 4 4 4 4 4 3 4 4 3 4 4 3 3 4 55 3 4 4 4 15 4 3 4 11
3 3 3 3 2 3 2 2 2 2 25 2 2 3 3 2 2 3 2 1 3 3 3 3 1 2 35 3 3 3 2 11 2 2 2 6
4 4 4 3 2 4 4 4 3 2 34 4 4 4 4 4 2 3 4 4 4 3 3 4 4 3 54 4 4 4 3 15 4 3 4 11
4 5 4 4 4 4 5 4 4 4 42 4 4 4 4 4 4 4 4 5 4 3 3 4 4 2 57 5 4 5 4 18 4 4 5 13
4 3 3 3 3 4 4 5 5 5 39 4 5 3 4 5 5 5 4 3 2 3 3 5 3 3 57 2 4 4 5 15 4 4 4 12
5 5 5 2 3 5 5 2 3 5 40 1 5 4 3 5 5 2 5 4 5 2 3 5 5 3 57 5 3 5 5 18 5 5 5 15
4 3 3 4 4 3 4 3 3 3 34 4 4 3 3 3 3 4 4 4 3 3 3 4 2 2 49 4 4 4 3 15 4 4 4 12

70
4 3 4 4 4 4 5 5 4 4 41 5 5 5 4 4 5 5 5 5 5 4 5 5 5 5 72 4 5 5 5 19 5 4 4 13
3 3 3 3 3 3 3 3 3 2 29 2 2 4 3 3 3 3 3 3 3 3 3 3 3 3 44 3 3 3 3 12 2 3 3 8
5 5 4 5 5 5 5 4 5 5 48 5 5 5 4 5 5 5 4 4 5 5 4 5 3 4 68 5 2 5 4 16 4 4 5 13
4 3 2 3 1 3 2 2 1 3 24 4 3 4 4 3 4 5 5 5 4 2 3 4 4 2 56 2 4 5 5 16 2 4 4 10
5 4 4 4 4 5 4 5 4 4 43 5 4 4 5 5 5 5 5 5 5 5 4 4 4 4 69 5 5 5 5 20 4 5 5 14
5 4 4 5 4 4 3 4 4 4 41 5 4 4 4 3 5 4 4 4 4 4 4 4 4 4 61 4 4 5 3 16 4 4 3 11
4 3 4 4 4 4 3 5 4 4 39 4 3 4 5 4 5 4 4 5 5 4 4 4 5 4 64 4 4 4 5 17 4 4 5 13
4 4 4 4 4 4 4 4 4 3 39 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 59 4 3 3 4 14 3 3 3 9
3 3 3 3 3 4 4 4 3 3 33 4 4 3 4 4 4 4 3 4 4 4 4 4 3 3 56 4 3 3 4 14 3 4 4 11
4 4 4 4 4 4 4 4 4 4 40 4 4 5 5 4 4 3 4 4 4 4 4 4 4 4 61 4 4 4 4 16 4 4 4 12
4 3 4 4 3 4 5 4 4 4 39 5 4 4 4 4 4 4 5 4 4 4 4 5 5 4 64 4 4 5 5 18 4 5 5 14
4 3 3 4 4 4 5 5 5 4 41 4 5 3 3 3 3 3 3 3 2 3 3 4 3 4 49 3 5 5 5 18 3 2 3 8
4 3 3 3 3 3 2 3 4 3 31 3 2 3 3 3 3 4 3 3 3 3 3 4 4 3 47 3 2 4 5 14 4 3 3 10
4 4 4 5 4 4 4 4 4 4 41 5 5 4 4 4 5 5 5 4 4 4 4 5 3 4 65 5 5 5 5 20 5 5 5 15
3 5 3 3 2 3 5 5 3 3 35 3 3 4 4 3 4 3 4 4 3 4 3 3 4 4 53 4 2 3 3 12 4 3 5 12
3 3 4 3 3 3 3 4 3 4 33 2 3 4 4 4 3 3 3 3 4 4 3 3 3 4 50 4 4 3 4 15 3 3 4 10
4 4 4 5 5 5 5 5 5 5 47 5 4 5 5 4 4 5 5 5 5 5 5 4 5 5 71 5 5 5 5 20 4 5 5 14
4 2 3 3 3 3 5 4 4 3 34 5 5 3 3 5 3 2 3 5 5 5 5 5 3 4 61 5 5 5 2 17 3 2 5 10
2 3 2 1 2 2 4 1 2 2 21 1 3 4 2 2 1 4 3 4 4 1 2 4 4 2 41 4 4 3 2 13 1 1 1 3
4 4 4 3 5 4 2 3 5 5 39 5 5 3 5 4 5 5 5 5 5 5 5 5 5 4 71 5 5 5 5 20 3 3 4 10
2 5 4 2 1 2 5 4 5 2 32 2 2 3 3 2 4 2 3 3 2 4 2 3 3 4 42 2 5 2 4 13 4 4 5 13
4 4 4 3 3 4 4 4 3 3 36 3 3 3 3 3 3 4 3 4 3 3 3 3 3 3 47 2 3 4 4 13 3 3 4 10
4 4 4 4 4 4 4 4 4 4 40 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 4 5 4 5 18 5 5 5 15
4 5 4 4 4 5 4 4 5 4 43 4 5 5 4 5 4 5 4 5 5 5 4 5 4 5 69 5 4 5 5 19 5 5 5 15
1 4 2 1 1 2 1 1 1 1 15 1 1 2 1 1 1 5 4 1 4 4 1 5 1 1 33 4 4 4 5 17 1 3 3 7
3 3 3 3 3 3 3 3 3 3 30 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 45 3 3 3 3 12 3 3 3 9

71
3 2 3 5 3 3 3 5 5 4 36 4 4 4 4 4 5 5 5 5 2 4 4 4 3 3 60 4 4 4 5 17 5 3 4 12
5 3 4 4 4 4 3 4 4 3 38 4 4 4 4 4 4 4 4 4 5 4 3 4 3 4 59 4 4 5 4 17 5 4 4 13
1 5 3 5 3 1 5 3 5 3 34 5 3 2 4 1 5 2 3 4 2 5 5 5 3 1 50 4 5 4 5 18 5 3 4 12
3 4 2 4 2 3 4 4 2 4 32 4 2 2 4 3 4 4 3 4 2 4 2 4 3 4 49 5 4 3 2 14 2 4 3 9
3 3 5 4 4 4 5 5 4 4 41 4 5 4 4 5 4 5 5 5 4 4 5 5 4 5 68 4 4 5 5 18 4 5 4 13
4 4 2 5 1 4 4 2 4 2 32 4 2 3 5 4 5 4 3 2 4 2 3 5 4 3 53 4 5 4 5 18 2 5 4 11
4 2 4 4 3 4 2 4 3 4 34 4 3 4 4 4 5 4 5 5 4 3 3 4 2 3 57 3 5 5 5 18 5 5 5 15
3 5 2 4 3 3 5 2 4 3 34 5 2 3 5 3 4 5 4 2 5 3 5 3 4 5 58 4 3 3 3 13 4 2 5 11
5 4 3 3 2 5 4 3 3 2 34 4 5 4 4 5 4 3 4 5 4 4 5 3 4 4 62 5 4 3 5 17 4 3 5 12
4 5 4 3 4 4 5 5 4 3 41 3 4 4 3 4 4 3 3 4 4 3 4 4 3 3 53 4 4 4 4 16 4 4 3 11
4 5 4 3 4 4 5 4 3 4 40 3 4 4 4 4 5 3 3 4 3 4 4 4 3 5 57 4 5 4 4 17 4 4 5 13
4 5 5 3 4 4 5 5 5 3 43 2 4 4 4 4 5 3 5 4 2 4 4 4 3 5 57 2 5 4 5 16 5 5 5 15
5 1 3 3 1 3 3 5 3 1 28 4 5 5 4 4 5 5 5 5 5 5 5 5 5 5 72 5 5 5 5 20 5 5 5 15
4 4 2 3 2 4 4 2 3 2 30 3 4 4 4 4 4 3 4 4 4 3 4 4 3 3 55 3 4 4 4 15 4 3 4 11
4 4 3 2 4 4 4 3 2 4 34 3 4 4 4 4 5 3 2 5 4 4 4 3 3 3 55 5 3 4 3 15 3 3 4 10
4 4 2 3 2 4 4 4 2 3 32 4 4 4 4 3 3 4 3 3 4 3 4 4 3 3 53 3 4 4 4 15 4 2 4 10
4 4 3 3 1 4 4 3 3 1 30 3 4 4 4 4 4 3 3 4 4 4 3 3 4 3 54 4 1 4 3 12 3 4 4 11
4 5 3 2 2 4 5 5 3 2 35 2 4 3 3 4 5 2 5 4 3 3 4 2 2 3 49 5 1 4 3 13 3 4 5 12
5 3 4 3 3 5 3 4 3 3 36 4 5 4 4 5 3 3 4 3 5 4 4 5 3 4 60 3 3 5 4 15 4 4 3 11
3 1 2 3 3 3 5 3 5 5 33 1 1 3 3 4 3 4 3 4 2 3 2 5 1 5 44 1 5 2 5 13 4 5 3 12
4 4 4 3 3 3 3 4 2 3 33 2 3 3 4 4 4 5 4 5 4 4 4 4 3 4 57 4 4 5 5 18 4 5 4 13
4 5 5 3 4 4 5 5 5 3 43 2 4 3 3 4 4 3 4 3 4 3 2 4 4 3 50 5 4 4 2 15 5 4 5 14
5 3 4 3 3 5 3 3 3 5 37 4 5 4 4 5 3 3 5 4 5 4 3 4 4 3 60 4 3 5 3 15 3 4 3 10
4 5 3 2 2 4 5 2 2 3 32 2 4 3 3 4 5 2 4 3 4 2 2 5 5 2 50 2 5 4 5 16 5 4 5 14
3 3 2 4 3 3 2 4 3 3 30 3 3 3 3 3 5 2 3 5 5 4 4 5 4 3 55 5 4 5 3 17 5 3 5 13
4 3 4 4 3 4 4 4 3 4 37 4 4 5 4 4 5 4 4 5 5 4 4 4 4 5 65 4 5 5 4 18 4 4 5 13

72
4 3 4 4 3 3 4 4 3 3 35 2 4 4 4 4 2 5 4 1 1 1 2 5 4 3 46 1 4 5 5 15 2 4 4 10
3 4 4 4 5 4 5 4 4 3 40 3 4 4 3 4 2 4 5 4 5 4 4 5 3 5 59 5 5 3 2 15 1 2 3 6
4 5 3 5 4 5 5 5 5 5 46 5 5 5 5 4 5 5 5 5 5 5 5 5 5 5 74 5 5 5 5 20 5 5 5 15
4 5 5 3 4 4 5 5 5 4 44 2 4 4 4 4 5 3 5 4 4 2 4 4 4 3 56 2 5 4 5 16 5 5 5 15
4 5 3 2 2 4 5 5 3 2 35 2 4 3 3 4 5 2 4 3 3 4 2 5 5 2 51 4 5 2 4 15 5 3 4 12
4 5 4 3 4 4 5 5 4 3 41 3 4 4 4 4 5 3 4 2 2 3 3 5 5 2 53 4 4 4 4 16 3 4 4 11
4 5 4 5 2 4 3 4 4 4 39 5 4 4 3 3 2 2 4 4 3 4 4 5 3 3 53 4 5 4 4 17 4 3 3 10
3 4 3 3 1 3 4 3 3 1 28 3 3 4 4 3 4 3 3 4 3 3 3 4 4 2 50 3 4 3 4 14 4 3 4 11
4 4 2 3 2 4 4 4 2 3 32 3 4 4 4 4 4 3 4 4 2 3 2 4 4 3 52 3 4 4 4 15 4 4 4 12
4 4 5 1 1 4 4 1 1 2 27 2 4 4 3 4 4 5 5 5 1 2 1 5 5 1 51 4 4 4 4 16 4 5 5 14
5 2 3 3 2 3 1 3 2 3 27 5 2 4 3 2 5 5 5 4 2 2 2 5 5 2 53 2 5 5 5 17 5 5 5 15
4 5 3 2 2 4 5 5 3 2 35 2 4 3 3 4 5 2 4 3 3 4 2 5 4 2 50 5 4 5 4 18 3 4 5 12
3 3 4 3 3 3 3 3 3 4 32 4 3 4 4 3 3 4 4 3 3 3 3 4 4 3 52 3 4 4 4 15 3 4 4 11
4 3 4 5 4 4 3 4 4 2 37 4 4 4 3 4 4 3 5 5 5 3 3 5 4 5 61 5 5 5 5 20 4 4 4 12
5 5 4 4 5 5 5 5 5 4 47 4 4 4 4 4 4 5 5 5 5 4 5 5 4 5 67 5 5 5 5 20 3 5 5 13
4 5 5 3 4 4 5 4 5 5 44 2 4 4 4 4 5 3 4 5 5 4 5 4 5 5 63 2 5 4 5 16 5 5 5 15
4 5 4 3 4 4 5 5 4 4 42 3 4 4 4 4 5 3 4 5 5 5 4 4 4 5 63 3 5 4 5 17 5 4 5 14
4 5 3 2 2 4 5 4 3 3 35 2 4 3 3 4 5 2 5 4 4 4 5 5 3 5 58 4 2 5 4 15 5 3 4 12
4 4 3 3 1 4 4 3 4 3 33 3 4 4 4 4 4 3 5 4 4 5 4 3 3 4 58 3 4 4 4 15 4 3 4 11
4 4 2 3 2 4 4 3 4 4 34 3 4 4 4 4 4 3 4 4 5 4 4 3 4 4 58 3 4 4 5 16 4 2 4 10
4 3 2 4 4 5 3 5 5 4 39 5 5 4 4 5 4 4 5 5 1 5 5 5 5 5 67 5 4 5 5 19 4 2 4 10
3 4 3 2 2 3 4 4 4 4 33 3 3 3 3 3 5 2 4 4 4 4 3 4 4 5 54 3 4 3 5 15 4 3 4 11
4 5 4 3 4 4 5 4 4 5 42 3 4 4 3 4 4 4 4 4 4 4 3 4 4 4 57 3 5 4 4 16 4 4 3 11
4 4 5 3 3 4 4 4 4 4 39 4 3 4 4 4 4 3 4 4 4 3 4 4 4 4 57 4 4 5 5 18 4 4 5 13
5 4 3 3 2 5 4 4 5 4 39 4 5 4 4 5 4 3 4 4 5 4 5 5 4 5 65 4 4 5 4 17 4 3 4 11
5 4 5 2 2 2 3 3 5 4 35 2 5 4 3 5 4 1 4 4 3 5 5 3 4 4 56 2 4 5 4 15 4 3 4 11

73
5 4 4 2 1 5 4 4 4 3 36 3 5 3 3 5 4 2 4 4 3 4 4 4 4 5 57 3 4 5 4 16 4 4 4 12
4 4 2 5 3 5 5 4 4 4 40 4 4 5 4 5 5 3 5 5 4 5 4 5 4 4 66 4 5 5 5 19 4 5 5 14
4 5 4 5 4 4 4 4 4 4 42 5 4 4 3 5 4 4 4 5 5 5 5 5 3 4 65 5 5 5 5 20 5 5 5 15
4 4 3 3 3 2 4 4 3 3 33 3 4 3 3 3 3 3 4 4 3 3 4 4 4 4 52 3 3 3 3 12 2 3 3 8
4 5 4 5 4 5 5 4 4 5 45 5 4 5 4 4 4 5 5 4 5 5 4 4 5 4 67 5 4 5 4 18 4 3 3 10
5 4 4 4 5 4 4 4 4 5 43 4 5 4 5 4 5 4 5 5 4 5 4 5 4 4 67 5 4 5 4 18 5 4 5 14
4 3 5 4 4 5 4 4 3 4 40 3 4 4 4 5 4 4 3 5 3 4 4 3 4 3 57 3 3 5 5 16 5 5 5 15
5 4 4 5 3 4 5 4 5 4 43 4 5 4 4 5 5 5 4 4 5 5 4 5 5 3 67 5 3 4 5 17 4 5 5 14
5 4 4 4 4 3 4 5 4 4 41 4 4 5 5 4 4 3 4 4 2 4 4 3 3 3 56 4 4 5 5 18 4 4 4 12
5 4 4 5 4 5 4 4 4 5 44 5 4 5 4 4 5 5 4 5 4 5 4 5 5 3 67 5 4 4 5 18 5 4 5 14
4 4 5 3 3 4 4 4 3 4 38 5 4 5 4 3 4 3 5 5 3 3 4 5 3 5 61 3 4 3 5 15 4 4 3 11
4 5 4 4 4 4 5 5 4 4 43 4 4 4 4 5 4 4 4 3 3 4 4 5 3 4 59 4 4 5 5 18 4 5 5 14
4 4 2 2 2 4 4 4 4 2 32 2 4 2 3 4 5 2 4 4 2 2 3 4 4 2 47 4 4 5 3 16 5 5 4 14
5 4 3 2 4 5 4 4 3 2 36 2 5 2 2 4 5 5 4 2 2 3 3 5 4 2 50 2 4 5 4 15 4 3 4 11
4 5 2 3 3 4 5 2 3 3 34 3 4 3 3 4 4 4 3 4 3 4 3 3 4 3 52 4 4 3 4 15 4 5 5 14
5 4 2 3 2 5 4 2 3 2 32 3 5 4 4 5 4 4 3 2 3 2 3 5 5 2 54 3 4 5 4 16 4 4 4 12
5 4 2 2 1 2 2 4 4 5 31 2 5 3 2 5 5 5 2 2 5 5 2 3 5 2 53 2 4 5 5 16 5 5 4 14
4 4 2 2 2 4 4 2 2 2 28 3 4 2 2 4 5 2 2 4 4 4 3 4 2 2 47 4 3 4 4 15 5 2 4 11
5 4 2 3 2 5 4 4 2 3 34 3 5 5 5 5 4 3 3 4 4 5 5 5 5 3 64 3 4 5 4 16 4 4 4 12
4 5 3 2 3 4 5 4 5 3 38 4 4 2 3 4 5 2 2 3 4 4 2 5 4 3 51 4 5 4 5 18 5 3 4 12
5 5 4 2 1 5 5 2 1 4 34 2 3 5 3 5 4 2 3 2 4 5 3 3 5 2 51 2 5 5 4 16 4 4 5 13
4 4 3 5 2 4 4 3 5 4 38 4 4 5 4 4 4 5 4 5 4 4 4 5 4 4 64 4 4 4 4 16 4 3 5 12
2 5 3 3 2 2 5 3 3 2 30 3 2 4 4 2 4 3 3 3 4 4 1 4 2 3 46 4 2 2 3 11 3 5 5 13
4 5 2 4 3 4 5 4 3 4 38 3 4 4 4 4 3 4 4 4 3 4 4 4 4 3 56 3 4 3 3 13 3 5 5 13
2 5 4 5 5 2 5 4 5 2 39 5 2 5 5 2 2 5 5 1 5 5 2 5 5 5 59 5 5 5 5 20 5 4 4 13
4 5 3 4 3 4 5 3 4 3 38 4 4 5 4 4 5 4 5 4 5 4 4 5 4 4 65 4 5 4 5 18 5 3 4 12

74
4 4 3 3 3 4 4 3 4 4 36 3 4 4 4 4 4 3 3 3 4 4 4 4 4 3 55 2 4 4 3 13 3 4 3 10
5 5 5 2 3 5 5 5 5 5 45 1 2 5 4 3 5 5 5 2 5 5 3 4 5 1 55 1 5 5 5 16 5 5 5 15
4 4 4 3 2 4 4 4 4 3 36 4 4 4 4 4 2 3 3 3 2 4 4 4 4 4 53 2 3 4 4 13 4 3 4 11
5 5 4 4 4 5 5 4 4 4 44 4 5 4 4 5 4 4 4 4 4 5 4 4 5 4 64 5 4 4 5 18 4 4 4 12
3 5 5 3 4 3 5 5 5 3 41 2 3 3 3 3 4 3 3 3 4 3 3 5 5 3 50 4 3 3 3 13 3 4 4 11
2 5 5 3 4 2 5 5 5 3 39 2 2 4 4 2 5 3 3 3 5 2 4 4 2 2 47 5 4 2 5 16 5 5 5 15
3 5 4 3 4 3 5 4 3 4 38 3 3 4 4 3 5 5 5 3 5 3 4 3 4 3 57 3 5 3 5 16 5 4 4 13
4 5 4 3 4 4 4 5 4 3 40 3 4 4 3 4 4 3 3 4 4 3 4 4 3 3 53 4 4 4 4 16 4 3 5 12
2 4 3 3 2 2 4 4 3 3 30 4 2 4 4 2 4 3 2 3 4 2 4 4 2 4 48 4 4 2 4 14 4 3 5 12
5 5 4 5 5 5 5 5 4 5 48 5 5 5 5 5 5 5 4 5 5 5 5 5 5 4 73 5 5 5 5 20 5 4 4 13
3 5 5 2 3 3 5 5 2 3 36 1 3 4 3 3 5 2 3 2 5 3 3 4 3 1 45 5 2 3 5 15 5 5 5 15
3 4 5 1 1 3 4 3 1 1 26 2 3 4 3 3 4 1 1 3 4 3 3 4 3 2 43 2 4 3 4 13 4 5 5 14
4 5 4 4 4 4 5 4 5 4 43 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 4 5 4 4 17 4 4 5 13
3 4 4 3 2 3 4 3 2 3 31 4 3 4 4 3 2 3 2 4 2 3 3 4 3 4 48 2 3 3 4 12 2 4 3 9
2 4 4 2 1 2 4 2 4 4 29 3 2 3 3 2 4 2 2 2 4 2 3 3 2 3 40 3 4 2 4 13 4 4 4 12
3 4 2 2 2 3 4 3 4 2 29 2 3 2 3 3 5 2 2 2 5 3 3 2 3 2 42 2 4 3 5 14 5 5 4 14
2 4 3 3 3 2 4 4 3 3 31 3 2 4 4 2 4 3 3 3 4 2 4 4 2 3 47 2 4 4 4 14 4 3 4 11
3 5 2 3 3 3 5 2 3 3 32 3 3 3 3 3 4 3 3 4 4 3 3 3 3 3 48 3 5 3 4 15 4 5 5 14
4 5 3 4 3 4 5 3 4 3 38 4 4 5 4 4 5 4 5 4 3 4 3 5 4 4 62 4 5 4 5 18 5 3 4 12
4 4 2 2 1 4 4 4 2 2 29 2 4 3 2 4 5 2 2 4 2 1 2 4 4 4 45 2 4 4 5 15 5 5 4 14
2 5 2 4 3 2 5 2 4 3 32 3 2 4 4 2 3 4 4 5 2 3 4 2 5 2 49 3 5 2 3 13 3 5 5 13
1 5 3 2 3 1 5 3 2 3 28 4 1 2 3 1 5 2 2 3 5 1 3 2 1 4 39 5 4 5 3 17 5 3 4 12
3 4 3 5 2 3 4 4 3 5 36 4 3 5 4 3 4 5 5 3 4 4 4 3 4 5 60 4 4 3 4 15 4 3 5 12
2 5 2 4 3 2 5 4 3 2 32 3 2 4 4 2 3 4 4 3 2 2 2 5 5 2 47 3 3 2 2 10 3 2 5 10
3 4 3 5 2 3 4 3 5 2 34 4 3 5 4 3 4 5 5 3 4 3 5 4 3 2 57 4 4 3 4 15 4 3 5 12
4 5 3 4 3 4 5 5 3 4 40 4 4 5 4 4 5 4 3 4 4 3 5 5 4 4 62 4 5 4 5 18 3 4 5 12

75
4 5 3 2 3 4 5 3 2 3 34 4 4 2 3 4 5 2 2 4 4 3 2 4 4 2 49 4 5 3 4 16 3 4 5 12
4 4 2 2 1 4 4 2 2 4 29 2 4 3 2 4 5 2 3 4 2 3 4 2 4 4 48 2 4 4 5 15 5 2 5 12
3 4 3 3 3 3 4 3 4 3 33 3 3 4 4 3 4 3 4 4 3 4 4 3 3 3 52 3 4 3 4 14 4 3 4 11
5 4 4 4 5 3 3 4 3 3 38 4 4 3 5 3 4 3 3 4 4 4 4 5 4 4 58 5 4 5 5 19 4 4 5 13
1 5 3 5 3 1 5 3 5 3 34 5 3 2 4 1 5 5 5 4 5 2 1 5 3 4 54 4 5 3 1 13 5 3 4 12
4 3 3 4 3 3 4 4 4 4 36 4 4 4 3 3 5 3 3 4 4 4 3 4 3 3 54 4 4 5 5 18 3 3 4 10
4 5 5 3 4 4 5 5 5 3 43 5 5 4 5 4 3 5 4 5 5 4 3 5 5 3 65 5 5 4 4 18 5 5 5 15

76
SPSS Results
Validity

77
78
79
Reliability
SERVQUAL

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.880 .887 10

Brand Image

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.906 .909 15

Promotion

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.552 .552 4

Customer Loyalty

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.670 .676 3

80
R-Table

81
T-Table

82
F-Table