Appendix C: Reliability Test
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1 Appendix C: Reliability Test Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Sub_TV Sub_TV Sub_TV Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Inv_TV Inv_TV Inv_TV
2 Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Beijing Beijing Beijing Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Sponsor Sponsor Sponsor
3 Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Mag Mag Mag Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted Q Q Q Reliability Statistics
4 Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted U U U Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted E E E
5 Reliability Statistics Alpha Alpha Based on Standardized Items N of Items ItemTotal Statistics Scale if Scale Variance if Corrected Item Squared Multiple Alpha if Item Item Deleted Item Deleted Total Correlation Correlation Deleted C C C
6 Appendix D: Demographic Tables Table 1.1 Gender Frequency Percent Valid Percent Cumulative Percent Valid Male Female Total Table 1.2 Age Frequency Percent Valid Percent Cumulative Percent Valid < > Total
7 Table 1.3 Residence Valid Frequency Percent Valid Percent Cumulative Percent North Jakarta West Jakarta Central Jakarta East Jakarta South Jakarta Bekasi Tangerang Depok Bogor Outside Jakarta and surrounding Total Table 1.4 Expense Valid Frequency Percent Valid Percent Cumulative Percent <Rp.500, Rp.500, Rp.1,500,000 Rp.1,500, Rp.2,500,000 >Rp.2,500, Total
8 Appendix E: Involvements and Subjective Knowledge Tables Table 2.1 Possession of TV Frequency Percent Valid Percent Cumulative Percent Valid Yes No Total Table 2.2 Participation in Decision Making Frequency Percent Valid Percent Cumulative Percent Valid Yes No Total Table 2.3 Overall Subjective Knowledge Interpretation Subjective knowledge of TV sets 4.67 Slightly Agree Involvement with TV sets 4.93 Slightly Agree Involvement with Beijing Olympics 3.69 Neither Inference about Sponsorship 5.32 Slightly Agree Involvement with Magazine 2.73 Slightly Disagree
9 Table 2.4 Detailed Subjective Knowledge Variables Interpretation Understand features 5.06 Slightly Agree Technical knowledge 4.8 Slightly Agree Latest Technology 4.14 Neither Watch TV in spare time 4.87 Slightly Agree Watch TV for favorite programs 5.65 Agree TV supports daily activities 4.28 Neither Aware of the Beijing Olympics 4.19 Neither Follow updates of Beijing Olympics 3.38 Neither Watch the highlights of Beijing Olympics 3.5 Neither Corporate Sponsorship is important 5.33 Slightly Agree Sponsorship creates positive image for the Olympics 5.3 Slightly Agree Sponsorship creates positive image for the Company 5.32 Slightly Agree Aware of WHAT HIFI SOUND AND VISION 3.18 Slightly Disagree Often read WHAT HIFI SOUND AND VISION 2.61 Slightly Disagree Subscribe WHAT HIFI SOUND AND VISION 2.39 Disagree
10 Appendix F: Descriptive Analysis Tables Advertising Quality Uniqueness Esteem Citizenship A Std.Dev E Std.Dev P Std.Dev S Std.Dev E+P Std.Dev E+S Std.Dev S+P Std.Dev E+P+S Std.Dev Total Std.Dev
11 Appendix G: Independent Samples TTest Tables Tables for Quality between Absent and Endorsement Quality ity of ttest for ity of s (2 Lower Upper between Absent and Popularity Quality ity of (2 ttest for ity of s Lower Upper between Absent and Sponsorship ity of ttest for ity of s
12 Quality (2 Lower Upper between Absent and E + P Quality ity of (2 ttest for ity of s Lower Upper between Absent and E + S Quality ity of (2 ttest for ity of s Lower Upper
13 between Absent and P + S Quality ity of (2 ttest for ity of s Lower Upper between Absent and E + P + S Quality ity of (2 ttest for ity of s Lower Upper
14 Tables for Uniqueness between Absent and Endorsement Uniqueness ity of (2 ttest for ity of s % Confidence Lower Upper between Absent and Popularity Uniqueness ity of (2 ttest for ity of s Lower Upper between Absent and Sponsorship ity of (2 ttest for ity of s Lower Upper
15 Uniqueness between Absent and E + P Uniqueness ity of (2 ttest for ity of s Lower Upper between Absent and E + S Uniqueness ity of ttest for ity of s (2 Lower Upper between Absent and P + S ttest for ity of s
16 Uniqueness ity of ( Lower Upper between Absent and E + P + S Uniqueness ity of ttest for ity of s (2 Lower Upper
17 Tables for Manufacturer Esteem between Absent and Endorsement Esteem ity of ttest for ity of s (2 Lower Upper between Absent and Popularity Esteem ity of (2 ttest for ity of s Lower Upper between Absent and Sponsorship ity of (2 ttest for ity of s Lower Upper
18 Esteem between Absent and E + P Esteem ity of ttest for ity of s (2 Lower Upper between Absent and E + S Esteem ity of (2 ttest for ity of s Lower Upper between Absent and P + S ity of ttest for ity of s
19 Esteem ( Lower Upper between Absent and E + P + S Esteem ity of ttest for ity of s (2 Lower Upper
20 Tables for Corporate Citizenship between Absent and Endorsement Citizenship ity of ttest for ity of s (2 Lower Upper between Absent and Popularity Citizenship ity of ttest for ity of s (2 Lower Upper between Absent and Sponsorship ity of (2 ttest for ity of s Lower Upper
21 Citizenship between Absent and E + P Citizenship ity of ttest for ity of s (2 Lower Upper between Absent and E + S Citizenship ity of (2 ttest for ity of s Lower Upper
22 between Absent and P + S Citizenship ity of (2 ttest for ity of s Lower Upper between Absent and E + P + S Citizenship ity of (2 ttest for ity of s Lower Upper
23 Appendix H: Independent Samples TTest on Absence/Presence of the Advertising cue Absence/ Presence of Endorsement Group Statistics Group_E N Std. Deviation Quality_E E Present E Absent Unique_E E Present E Absent Esteem_E E Present E Absent Citizen_E E Present E Absent Quality_E Unique_E Esteem_E ity of Independent Samples Test ttest for ity of s 95% Confidence (2 Lower Upper
24 Citizen_E Absence/ Presence of Popularity Group Statistics Group_P N Std. Deviation Quality_P P Present P Absent Unique_P P Present P Absent Esteem_P P Present P Absent Citizen_P P Present P Absent Quality_P ity of Independent Samples Test ttest for ity of s 95% Confidence (2 Lower Upper
25 Unique_P Esteem_P Citizen_P Absence/ Presence of Sponsorship Group Statistics Group_S N Std. Deviation Quality_S S Present S Absent Unique_S S Present S Absent Esteem_S S Present S Absent Citizen_S S Present S Absent ity of Independent Samples Test ttest for ity of s 95% Confidence
26 Quality_S Unique_S Esteem_S Citizen_S (2 Lower Upper
27 Appendix I: Analysis of One way ANOVA ANOVA Sum of Squares df Square F Quality Between Groups Within Groups Total Uniqueness Between Groups Within Groups Total Esteem Between Groups Within Groups Total Citizenship Between Groups Within Groups Total
28 ANOVA Post Hoc LSD Dependent Variable (I) Advertising LSD Multiple Comparisons (J) (I Std. Advertising J) Error 95% Confidence Interval Upper Bound Lower Bound Quality A E P.83333* S E+P.75556* E+S.66667* S+P.72222* E+P+S * E A P S E+P E+S S+P E+P+S.76667* P A.83333* E S E+P E+S S+P E+P+S S A E P E+P E+S S+P E+P+S.60000* E+P A.75556* E P S E+S S+P E+P+S E+S A.66667* E P S E+P S+P E+P+S
29 S+P A.72222* E P S E+P E+S E+P+S E+P+S A * E.76667* P S.60000* E+P E+S S+P Uniqueness A E P S E+P.63333* E+S S+P.77778* E+P+S.82222* E A P S E+P E+S S+P E+P+S P A E S E+P E+S S+P E+P+S S A E P E+P E+S S+P E+P+S E+P A.63333* E P S E+S S+P E+P+S E+S A
30 E P S E+P S+P E+P+S.62222* S+P A.77778* E P S E+P E+S E+P+S E+P+S A.82222* E P S E+P E+S.62222* S+P Esteem A E P S E+P E+S S+P.77778* E+P+S * E A P S E+P E+S S+P.62222* E+P+S.91111* P A E S E+P E+S S+P E+P+S.66667* S A E P E+P E+S S+P E+P+S.76667* E+P A E
31 P S E+S S+P E+P+S.73333* E+S A E P S E+P S+P E+P+S S+P A.77778* E.62222* P S E+P E+S E+P+S E+P+S A * E.91111* P.66667* S.76667* E+P.73333* E+S S+P Citizenship A E P S E+P E+S S+P E+P+S.63333* E A P S E+P E+S S+P E+P+S.66667* P A E S E+P E+S S+P E+P+S S A E P
32 E+P E+S S+P E+P+S E+P A E P S E+S S+P E+P+S E+S A E P S E+P S+P E+P+S S+P A E P S E+P E+S E+P+S E+P+S A.63333* E.66667* P S E+P E+S S+P
33 MANOVA Multivariate Tests c Effect Value F Hypothesis df Error df Intercept Pillai's Trace a Wilks' Lambda a Hotelling's Trace a Roy's Largest Root a Advertising Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root b a. Exact statistic b. The statistic is an upper bound on F that yields a lower bound on the significance level. c. Design: Intercept + Advertising Tests of BetweenSubjects Effects Source Dependent Variable Type III Sum of Squares df Square F Corrected Model Quality a Uniquenes s b Esteem c Citizenship d Intercept Quality Uniquenes s Esteem Citizenship Advertising Quality
34 Uniquenes s Esteem Citizenship Error Quality Uniquenes s Esteem Citizenship Total Quality Uniquenes s Esteem Citizenship Corrected Total Quality Uniquenes s Esteem Citizenship a. R Squared =.074 (Adjusted R Squared =.046) b. R Squared =.054 (Adjusted R Squared =.025) c. R Squared =.075 (Adjusted R Squared =.047) d. R Squared =.035 (Adjusted R Squared =.006)
35 Appendix J: Advertising Cues Sources Third Party Brand Endorsement
36 Brand Popularity
37 Event Sponsorship
38 CURICULLUM VITAE Name : Daniel Hendrasaputra Place / Date of Birth : Jakarta, February 15, 1987 Address : Metro Alam V PY 38 No. 20 Pondok Indah Jakarta Selatan Telephone Number : Mobile Phone Number : danieru87@yahoo.com daniel.hendrasaputra@gmail.com Hard Skills English Language IELTS Score: 6.5; L: 7.5, R: 7.0, W: 5.5, S: 6.5 TOEFL Score: 590, TWE: 4 Playing piano, guitar, and bass guitar Microsoft Office SPSS Statistics Adobe Photoshop Educational Background BINUS International University SMAK Tirta Marta BPK Penabur SMPK Tirta Marta BPK Penabur SDK Tirta Marta BPK Penabur TKK Tirta Marta BPK Penabur
39 Courses Mandarin Private Course English First TOEFL Preparation 2004 English First (General English CU4 Level) Yamaha Music Piano Course (Grade 7) Working Experience BINUS International University Education Counselor Organizational Experience BINUS International Trading Enterprise Vice President of Production 2007 Staff of Production 2006 BINUS International Jujitsu Club Vice President Secretary Bina Nusantara Nippon Club Documentation Division, Staff BINUS International Business Simulation Competition (SIMBIZ) Event Division, Head SIMBIZ 2009 Sponsorship Division, Member SIMBIZ 2007 BINUS International Welcoming Days (W Days) Publication and Documentation, Member W Days 2008 International Photo Competition (IPC) Exhibition Division, Member IPC 2008 BINUS International English Competition (e.com) Ceremony and Event Division, Member e.com 2008 News casting Division, Member e.com 2007 Debate Division, Member e.com 2006 Liaison Officer e.com
40 Achievements and Competition Participation Outstanding Student of Marketing 2005 Indostock National Stock Market Competition 2007, Participant ALSA English Competition 2007 (Debate), Participant ALSA English Competition 2006 (Debate), OctoFinalist NEO News casting Competition 2006, Participant Seminars, Trainings and Workshops BINUS International Leadership Training III 2007 BINUS International Leadership Training II 2006 Indostock Seminar 2007 HSBC Prestasi Junior Indonesia (JA) Trainings 2007 Membiakkan Uang di Tahun Anjing Api by Roy Sembel 2005 Site Visits Radix Guitars Factory 2008 Indonesia Stock Exchange 2008 Aqua 2008 Panasonic Gobel Indonesia 2007 Panasonic Gobel Battery Indonesia 2007 Mayora Indah 2007 Jakarta Stock Exchange
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