the dominant factors of female consumer purchase …

THE DOMINANT FACTORS OF FEMALE

CONSUMER PURCHASE INTENTION OF

SKIN CARE (STUDY IN CIKARANG)

By

Zavira Andini D 014201500101

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Management

January 2019

ii

PLAGIARISM RESULT

Source: Turnitin

iii

ABSTRACT

Skin care products are one of the main products in the cosmetics market. It starts with

consumers who begin to pay attention to their beauty and physical attractiveness.

With this treatment trend, it provides an increasing demand for skin care products in

Indonesia. And provide a great opportunity for many skin care companies to compete

in creating innovative cosmetic products. This study aims to define the Dominant

Factors that influence Female Consumer Purchase Intention in North Cikarang by

adopting Purchase Intention Theory which encompasses perceived prestige, perceived

quality, perceived value, and influenced from other. The study is using purposive

sampling method and conducted by distributing the questionnaires to 70 user skin care

product. The Statistical Software is used to calculate the statistical analysis. This

study adopted factor analysis factor which resulted in two dominant factors namely:

Product Quality, and Scents and odors

Keywords: Analysis Factor, Purchase Intention, Skin Care Product.

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ACKNOWLEDGEMENT

Alhamdulillahi rabbil ‘alamin, the researcher expresses his highest gratitude to

Allah subhanahu wa ta’ala for blessing, love, opportunity, health, and mercy for a

wonderful life given to the researcher, to complete this undergraduate thesis. This

undergraduate skripsi entitled “Dominant Factors of Female Consumer

Purchase Intention of Skin Care (Study in North Cikarang)”. Is submitted as

the final requirement in accomplishing undergraduate degree at Management at

President University.

In arranging this skripsi, a lot of people have provided motivation, advice, and

support for the researcher. In this valuable chance, the researcher intended to

express gratitude and appreciation to all of them. Firstly, a very special gratitude

goes to both my parents Dian Diamanto and Kusrini Burase for the endless love,

pray, and support also for my one and only sister Astri who always provide me

with their never-ending love and support which motivate me to finish this venture.

Secondly, for my Researcher’s skripsi adviser and best lecturer ever, Mr Ir.

B.M.A.S. Anaconda B, MT., MSM., thank you for your guidance, attention,

patience, and kindness, valuable time, energy, knowledge every lessons, your

limitless kindness will never be forgotten.

Also, this research would have been difficult without the help from Andi Rifalda,

who has always motivated, help, and cheer me up. Thanks for the countless

contribution to this research.

For my dearest support system Gemariah Kalla Langi, Riska Viyanti, Chyntia

Putri, Rindu Andita and Virshiena Hartono that always motivate me in every up

and down, thank you for most valuable time, dedication, and the understanding.

And for my friends Khansa Fii S, Lisda Angelina, Eka Oktavia, Citra, Willy,

Ryutaro, Widia Novitasari, Winner Zona, Cindy, thank you all for the laughter,

stories and memories we shared together all this time.

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I also like to take this opportunity to thank all the lecturers, staffs and fellow

students for the experiences and knowledge I obtained during my time as a

President University student which I believe will be beneficial later in life.

The researcher, with all humbleness, hope that this skripsi can serve as the aid

for everyone who needs the knowledge that it contains, and be the positive

contribution for all the readers.

Best Regards,

Zavira Andini

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Table of Contents

PANEL OF EXAMINERS APPROVAL SHEET ................................................... i

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

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

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

ACKNOWLEDGMENT ......................................................................................... v

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

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

1.2 Problem identification ................................................................................... 5

1.3 Research Question ......................................................................................... 6

1.4 Research Objectives ...................................................................................... 6

1.5 Significant of Study ....................................................................................... 7

1.6 Scope and Limitation ..................................................................................... 7

1.7 Organization of Skripsi .................................................................................. 8

CHAPTER II ......................................................................................................... 9

2.1 Introduction ................................................................................................... 9

2.2 Purchase Intention ......................................................................................... 9

2.3 Perceived Prestige ........................................................................................ 78

2.5 Perceived Value ........................................................................................... 79

2.4 Perceived Quality ........................................................................................ 80

2.6 Influence from Other ................................................................................... 81

2.7 Previous Research........................................................................................ 82

2.8 Research Gap ............................................................................................... 83

CHAPTER III ...................................................................................................... 18

3.1 Introduction ................................................................................................. 18

3.2 Theoretical Framework ................................................................................ 18

3.3 Research Framework ................................................................................... 19

3.4 Operational Definition of variable .......................................................................... 87

3.5 Questioner .................................................................................................... 89

3.6 Population and Sampling Design ................................................................ 91

3.7 Research Instrument .................................................................................... 92

3.7.1 Data Collection Process ........................................................................ 92

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3.7.2 Validity Test .......................................................................................... 92

3.7.3 Reliability Test ...................................................................................... 93

3.8 Normality Test ............................................................................................. 95

3.9 Factor Analysis ............................................................................................ 95

3.9.1 Correlation matrix ................................................................................. 28

3.9.2 Factoring Extraction .............................................................................. 29

3.9.3 Factors Rotation .................................................................................... 98

3.9.4 Labeling the Established Factors .......................................................... 99

CHAPTER IV ...................................................................................................... 32

4.1 Pre-Test ...................................................................................................... 100

4.1.1 Validity Test .............................................................................. .......... 100

4.1.2 Reliability Test .................................................................................... 103

4.2 Normality Test ........................................................................................... 103

4.3 Factor Analysis .......................................................................................... 105

4.3.1 Preliminary analysis .................................................................... ........ 106

4.3.2 Factor Extraction ................................................................................... 40

4.3.3 Factor Rotation .................................................................................... 111

4.3.4 Dominant Factor ................................................................................. 114

4.5 Discussion .................................................................................................... 49

CHAPTER V ....................................................................................................... 50

5.1 Conclusion ................................................................................................... 50

5.2 Recommendation ......................................................................................... 51

REFERENCES ................................................................................................... 52

APPENDIX .......................................................................................................... 56

Appendix A – Questionnaire ........................................................................... 124

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LIST OF TABLE

Table 1.1 Cosmetic and Skin Care Sales in Indonesia ....................................... 2

Table 1.2 Skin Care Sale ....................................................................................... 3

Table 1.3 Top 10 biggest cosmetic companies in Indonesia .............................. 3

Table 2.1 Previous Research .............................................................................. 14

Table 3.1 Cronbach Alpha Consistency ............................................................ 26

Table 3.2 KMO Level .......................................................................................... 28

Table 4.1 Validity Value of Perceived Prestige................................................. 32

Table 4.2 Validity Value of Perceived Value .................................................... 33

Table 4.3 Validity Value of Perceived Quality ................................................. 34

Table 4.4 Validity Value of Influence from Other ........................................... 34

Table 4.5 Reliabilty Test ..................................................................................... 35

Table 4.6 Kolmogorov Smirnov ......................................................................... 36

Table 4.7 KMO and Barlett’s Test .................................................................... 38

Table 4.8 Anti Image Matrix .............................................................................. 38

Table 4.9 Communalities .................................................................................... 39

Table 4.10 Total Variance Explained ................................................................ 41

Table 4.11 Rotated Componet Matrix ............................................................... 44

Table 4.12 Component Transformation Matrix ............................................... 45

Table 4.13 Factor Classification ......................................................................... 46

Table 4.14 First Factor........................................................................................ 46

Table 4.15 Second Factor.................................................................................... 47

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LIST OF FIGURE

FIGURE 1.1 COSMETIC PREFERENCE FOR INDONESIA CONSUMER …4

FIGURE 3.1 THEORITICAL FRAMEWORK .................................................... 18

FIGURE 3.2 RESEARCH FRAMEWORK.......................................................... 86

FIGURE 3.3 LOADING FACTOR TABLE ........................................................ 30

FIGURE 4.1 Q-Q PLOT ....................................................................................... 37

FIGURE 4.2 FACTOR ANALYSIS SCREE PLOT ............................................ 43

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LIST OF EQUATION

EQUATION 3.1 VALIDITY TEST ..................................................................... 25

EQUATION 3.2 RELIABILITY TEST ................................................................ 26

1

CHAPTER I

INTRODUCTION

1.1 Background

Nowadays most people pay attention to concerning of how maintain their beauty and

physical attractiveness. It's a nature of human that keep looking at perfection and

innovation for express themselves in the surrounding environment which is the way to

lead human from civilization to modern way of life (Joelle & Hermawan, 2017). The

awakening of female consumer consciousness during the recent years leads to

alteration of consumer behavior, and influences the women’s usual conception on

buying and using beauty product, who believe using cosmetic not only for enhancing

self- confidence but also is a form to express social politeness (Chiang & Yu, 2010).

According to Madhumita & Vasantha (2015), cosmetic as a product to be applied on

human body for cleansing, beautifying, promoting attractiveness, exchange the

appearance without change human body, and skin care was one of the major product

in cosmetic market. Previously in Indonesia the trend of using beauty product was

very little but now with the passage of time people are conscious about their

personality. Due to which the usage of cosmetic and skin care products is rapidly

increasing and this industry is growing rapidly, many competitors are entering the

market to gain a large market share (Hameed & Kanwal, 2018). This trend of

grooming, which increases the demand for skincare product in Indonesia. The

purchase of skin care products in Indonesia keep increase over the past three years,

making these country as strong market for beauty industry (Export.Gov, 2012).

According to the World Bank (2017), Indonesia has a population of 265 million

people, it makes Indonesia as a potential place for companies to compete in creating

beauty products especially on skin care product.

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Based on table 1.1 below, shows the number of sales in Indonesia between 2011

until 2015 for cosmetic and skin care products.

Table 1.1 Number of development Cosmetics and skin care sales in

Indonesia

Year Sales

2011 8.5 trillion

2012 9.76 trillion

2013 11.22 trillion

2014 12.19 trillion

2015 13.63 trillion

Source:www.kemenperin.go.id (2015)

In accordance to the table 1.1 that shows the sales of cosmetic and skin care product

keep increase from year to year. In 2011 the market value around at IDR 8.5 trillion,

in 2012 the market value around IDR 9.76 trillion, an increase of 14.8 % from the

market volume in 2011. Then in 2013, the ministry forecast a market value of skin

care around IDR 11.22 trillion, which is 15 percent higher than the previous year.

In 2014 the market value around IDR 12.19 trillion, and for 2015 the market value of

cosmetic and face care in Indonesia around IDR 13.63 trillion which is the value

increases by around 12 % than 2014. Despite this increase, the market share of local

cosmetics trails behind its imported counterparts. Besides that, the case happened in

2016 shows all cosmetics products in Indonesia almost 70% import products

(Kementrian Perindustrian, 2016). Which suggests that Indonesian cosmetic brands

are below than imported products for consumers. In other words, Indonesian local

products still need to be more competitive in the Indonesian cosmetic market.

While for the focused on skin care sales itself based on Mirrae Asset (2017), it

shows that there was an increase in sales from 2012 to 2016.

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Table 1.2 Skin Care Sales

Skin Care 2012 2013 2014 2015 2016

Billion 9.778 11.780 14.024 16.181 18.194

Source: Mirae Asset Sekuritas Indonesia

There are a lot of brands in terms of cosmetic product in Indonesia. Below table

1.2 shows the information of the top 10 beauty brand in Indonesia based on sales

revenue, as follows:

Table 1.3 Top 10 biggest Cosmetic Companies in Indonesia

No Name of The Company Brand Sales Revenue

1 PT Unilever Indonesia Tresemme, Ponds, Rp 36.5 trillion

Tbk Citra,Dove,Vaseline,Clear,

AXE,Zwitzal,

Fair & Lovely.

2 PT Loreal Indonesia Loreal Paris, Maybelline, Rp 27.99 trillion

Garnier, kerastase, The Body

Shop, Kiehl’s, Shu Uemura.

3 PT Procter & Gamble SKII, Pantene, Wella, Olay, Rp 14.87 trillion

Tbk and Head & Shoulders

4 PT Mandom Indonesia Pixy and Gatsby Rp 2.31 trillion

Tbk

5 PT Martina Berto Tbk Mirabella, Caring, PAC, Rp 694.7 billion

Cempaka, Sariayu,

Belia,Biokos

6 PT Akasha Wira Makarizo Rp 669.7 billion

International Tbk

7 ORIFLAME Sweden Oriflame Rp 603 billion

8 PT Mustika Ratu Tbk Mustika Ratu, Puteri, Rp 428 billion Ratu Mas and Biocell.

9 PT Paragon technology Wardah, and Emina. Rp 350 billion

and Innovation

10 Revlon Revlon, Cutex, PureICE Rp 124 billion

Source: Duniaindustri.com (2015)

4

From the table 1.3, shows the top three still occupied by foreign brand such as

Unilever, L’oreal, Procter & Gamble, while for Indonesia brand companies are

ranked fifth, eight and nine of the top 10 biggest cosmetic company in Indonesia.

It shows the foreign companies still dominate on beauty market in Indonesia.

Based on research results from Nielsen, Indonesian consumers prefer to buy global

cosmetics products rather than local products. Based on beauty product sales data in

the third quarter of 2015, for the results show on figure 1.1 it shows that 48% of

consumers were choosing global brands and 36% for local products. While the

remaining 16 % had no preferences. Therefore, it can be indicated that Indonesian

consumers prefer to buy foreign cosmetic products than the local product.

Non Voters 16%

Local Brand 36%

Global Brand 48%

Figure 1.1 Cosmetic Preference for Indonesian Consumer

Source: (KataData, 2016)

As stated above, competition among brands has become more complicated as the

number of foreign brands increase. As a result, many foreign brands compete with

older local brands, and this is more prevalent in developing markets such as

Indonesia. The reasons for the preference of foreign brands over local brands are an

interesting point to study. Typically, study done by Ergin & Akbay (2010) and Harun

& Abdullah (2011), with the same purpose to understand consumers’ purchase

intentions of consumers for foreign brands. The study was conducted with the

understanding that consumers in developing countries now had greater interest

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towards foreign brands due to the high availability of such products in developing

nation. Those study was conducted that foreign brands were able to give impact

on the products and services offered through two primary motives that were

perceived quality and social status or prestige. While perceived value should also

be included as another motive that drove consumer preference towards purchasing

foreign brands.

Hence, this research was conducted with the purpose of looking at the perceived

attributes searched by consumers in influencing them to choose foreign brands. A

clear understanding of the value searched by consumers will help local marketers

to improve their products and image.

1.2 Problem identification

Based on the explanation above it is known that there was a significant increase from

2011-2016 on the sale of cosmetics and skin care in Indonesia, but the demand for the

local cosmetics market is below than the imported cosmetics. Even in 2016 showed

that all cosmetic products in Indonesia were almost 70% imported products

(Kementrian Perindustrian, 2016) .Moreover, research from Nielsen also proves that

48% of consumers choose global brands and 36% for local products.

The problem arises when foreign players dominate Indonesia market and

consumer tend to buy more from these foreign companies. It brings the tendency

that Indonesian is mostly choosing to purchase foreign skin care product instead

of the local skin care product and generating financial income for them.

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1.3 Research Question

This research has objective to determine the dominant factors that have a strong

relation to consumers’ purchase intention of buying foreign skin care product.

This study was conducted with the purpose of understanding consumers

preference towards foreign brands rather than local brands (Harun & Abdullah,

2011) by using 4 factors, namely : Perceived Prestige, Perceived Value, Perceived

Quality and Influence from Others are correlated with Purchase Intention. Below

are the questions that expected can be answered of this study :

1. What are the dominant factor from Perceived Prestige, Perceived Value,

Perceived Quality and Influence from Others that stimulated Purchase

Intention among consumer on foreign skin care product?

2. What are the dominant factors that can be developed based on Purchase

Intention theory in consumer of skin care product?

1.4 Research Objectives

This study entitled “Dominant Factors of Female Consumer Purchase Intention of

Skin Care (Study in North Cikarang) “. People who buy skin care products with

consideration stay in North Cikarang are the object of this research. Below are the

questions this research tries to determine:

1. Identifying the dominant factor of Perceived Quality, Perceived Prestige,

Perceived Value and Influence from Others that stimulate consumer Purchase

Intention of foreign skin care product.

2. Identifying the dominant factors that developed based on consumer

Purchase Intention in skin care product.

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1.5 Significant of Study

a. Society: This study is expected to be able to contribute for society to

disseminate new knowledge about how the society purchase intention in skin care

product. Especially for society intention to purchase skin care product.

b. Local Skin Care Producers: For the local skin care business, this research is

hoped can give additional information, reference and strategy for the longer term

of their business in order to attract consumer to purchase a local product that can

improve their revenue.

c. Education: This study is expected to contribute in society by giving some new

knowledge overview towards Purchase Intention. Researcher hope readers can

also use factor analysis to carry out social research by reading this study.

d. Future Research: For future research, the market situation always changing

every time. Individuals coming with different characteristic, and background.

What people want and need can be dissimilar from one to another. Thus, this study

can fill the gap between previous and present. This also hoped to be able to create

a new idea to developing innovation of consumer purchase intention.

1.6 Scope and Limitation

The scope is only concerned on the female consumer who purchase and used skin

care product that located in North Cikarang Area. Target is female respondent stay

in North Cikarang which is known as industrial city in Indonesia. Based on

detikFinace (2017) there are seven industrial estates located in Cikarang namely

the MM2100 industrial area, Delta Silicon I, EJIP, BIIE, Jababeka I, Jababeka II,

and Delta Silicon II. Since there are factories located in Cikarang, it has a

potential to cause very high air pollution, and tends to have an impact on the skin

health of residents and workers in the area. For limitation, the researcher will not

consider about demographical background besides gender and age. Above all, the

consumers purchase intention is the main attention on this research.

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1.7 Organization of Skripsi

The first chapter that contains an overview of issues to be discussed. It consists of

7 sub-chapter which are research background, identification of the problem,

research question and objective, identification of study, scope and limitation and

the organization of this written. Chapter 2 explain about literature review that has

relation with this study. In Chapter 3 contained research design, framework, and

methodology that we used in this research. While in chapter 4, researcher measure

the correlation of 4 variables such as Perceived Prestige, Perceived Value,

Perceived Quality and Influence from Others on the customer purchase intention,

by using Factor analysis method. In chapter 5 researcher delivers the conclusion

from this particular research and recommendation. Questionnaire detail, ordinal

and interval data, and statistical software results are listed in the appendix.

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CHAPTER II

LITERATURE REVIEW

2.1 Introduction

The supporting theories will be the basis to the present study. This chapter focuses

on discussing the framework used of the four variable namely: Perceived Prestige,

Perceived Value, Perceived Quality and Influence from Others that can support

the Purchase Intention theory that adapted from Harun & Abdullah (2011). This

chapter is more concerned on the literature review and the analysis of the purchase

intention and variables of past studies that related to this research. The most

relevant frameworks were selected to be analyzed in more detail, with concepts

and ideas that suitable for this study. After that the researcher will provide gaps

that obtained from this research and previous research.

2.2 Purchase Intention

Purchase intention is the situation that there is a possibility or plan of the consumer to

buy or get a product or service. According to Younus et al. (2015), there are eight

factors such as product price, design of the product, packaging of the product,

knowledge, quality of product, celebrity endorsement, fashion and also can become

from family relationships, that possible can affect the purchasing process for a

particular brand or product. Purchase intention is considered as a measurement of the

possibility of consumers buying a particular product, where the high purchase

intention will have an impact on the possibility of a considerable purchase decision.

Bearman (2001) in Andarini (2014), suggests that interest grows buying someone is

caused by three factors: First is stimulation, a condition that aimed to push or cause

someone acts. Second is Consciousness something that will affect person thoughts

and influenced by the products and services themselves. Third is by information

search that comes from internal information and external information, internal

information means the purchase is based on the assessment of the customer

10

itself, while for external information, an information that comes from outside

parties. For example, influenced by advertisements and social environment.

Based on the theories of purchase intention mentioned above, purchase intention is a

process that consumer will be doing the evaluation, and after they got a positive

feeling from that product then it will be easier to make a purchase decision.

2.3 Perceived Prestige

The Definition of prestige may vary for different people, depending on consumer

socioeconomic background. According to Vigneron & Johnson (1999), there are five

perceived values, contingent on a particular socioeconomic framework of using

prestige brand. First is conspicuous value meaning the consumption of prestige

brands is viewed as a signal of status and wealth, and whose price, expensive by

normal standards, enhances the value of such a signal. Second is Unique value,

consumer purchase branded product in small quantities on market. Third is social

value using prestige brand as role-playing aspects to show the identity of the group

and community. Fourth is Emotional value, a brand that consumer thought will give

satisfies an emotional desire such as a prestige brand, those has aesthetic appeal. Fifth

is Quality value is a prestige brand that consumer believe have the technical

superiority and the extreme care that takes place during the production process.

Perceptions of prestige in terms of marketing, consumers expanding prestige meaning

for attitude based on interaction with another people that relate with aspiring for

something, be a champion, and has hedonic values sensory beauty. Perceived prestige

will affect to customer purchase intention, who always looking for product that

category on high social value. Even the previous study from Wong

& Zhou (2005), that said consumers make a global brand as high prestige. Where they

believe Global brands are desirable and demanded from all the world. Suggested that

the product used by foreign consumers as a product that have wealth, strength, and

has status position. This research also states that foreign brand is used as a value for a

prestige and social position based on differences in income and social mobility.

Certain customer believes by using foreign brands it would make

11

their self being cosmopolitan, sophisticated, and modern. It will be the reason why

customers especially from developing country have more interest on purchasing

foreign brand than local brand, and it will be the big challenge for local market to

make customer assumed local product also have high prestige same as foreign

brands.

2.5 Perceived Value

According to Kassim et al. (2014), perceived value is an evaluation of usability

Products that are based on consumer perceptions of the number of benefits that

will be received. They also describe that perceived value of a product has to be as

worth as the effort that they give. Customers will become loyal customers if they

consider the value delivered more than the perceived value in their minds.

In reference from previous research Chang & Wu (2016), there are five factors

that are believed that influence consumer purchase intention, such as: functional

value, emotional value, epistemic value, social value and conditional value. Here

are the explanations of 5 factor of the perceived value by consumers:

1. Functional value it is usually the most important factor influencing product

selection and purchase functional value is a product that has the same

function as what expected by consumer.

2. Emotional value is a feeling that consumers obtained from the product.

3. Epistemic value means that products can attract the attention and curiosity

of consumers or meet their desire for knowledge.

4. Social value is a benefit derived from the product's ability to improve self-

conception in the social environment. By having a product considered to

be able to join the social group.

5. Conditional value means that external factor come under certain conditions

and changes original behaviors and is related with consumer emotions.

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2.4 Perceived Quality

In the field of quality research by Hanzaee & Taghipourian (2012), stated the

consumer buying the products based on the brands and the labels of the product’s

quality. In its research, consumers tend to like a product with a certain

characteristic and those type of unique characteristic can give competitive

advantages for the product. Therefore, it means that perceived quality of a product

can affect the labelling toward the consumer's purchase intention.

According to Saleem et al. (2015), the quality of goods is the perception that

products are superior to what they sell in a store. Where the services used in this

study are how services are given from employees to consumers. In addition,

convincing customers that they will receive high quality from the company.

Managers should not only focus on product quality only, but how the company's

advertising goal being a main point of consumer. The perceived quality of service

can be interpreted as a consumer assessment of total excellence in providing the

desired benefits.

Kirmani & Baumgarner (2000), perceived quality defined as the results of the

consumer's assessment of a brand's benefits, based on the intrinsic requirements (the

strength of the goods, functions) and the extrinsic requirement (brand, service). They

also explained that perceived quality can come from the internal points of their mind,

where the customer has determined their target or doing comparison can be used to

evaluate the desired attribute. Which means the positive perception product stored in

consumers’ mind will be used when comparison for choosing products and can help

consumers making the final decision to consume.

According to Ramaseshan & Tsao (2011), Perceived Quality is a brand that giving

a trendy style and design, it because when make judgements about perceived

quality they will assess not only the product but also attributes such as packaging,

aroma, style, fit, finish and overall appearance.

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2.6 Influence from Other

Influence from others is changes in behavior or attitude, which is obtained by interaction with

others. It comes from friend, member of family, peers, office colleagues and individuals or

organization that related to a person’s behavioral intention that able change individual perception

in making decision (Aaronson, 2004). Peers also normally influence one’s information search

regarding the use of any brands. When they have experience regarding a brand, they will

influence their friend to do the same.

According to Cheung et al. (2009), defines that there are two factor can influence of an

interpersonal scale which was informational influence and normative influence. Normative social

influence creates from others pressure that triggers us to be liked and accepted by them. Making

individuals have feeling ostracized cause different from those around them. Doing acting as they

expected like the others did to avoid the rejection or not to be underestimated by others even

though have interest in product or service or not, while for informational influence used

information based on other opinions, experience that obtained to help them in making decision of

purchasing a product.

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2.7 Previous Research

Table 2.1 Previous Research

Author Location Sample Theory Variable Method Finding

(Year) Hsin Fan Taiwan Six hundred Purchase Functional Quantitative The result all four

Chen, Yen Hsi thirty-two Intention value dimensions of

Lee, Yu- (214 male and Functional Perceived value has

Cheng Tu, Yi 418 female) value significant impacts on

Fang Chao. undergraduate (quality) consumers' purchase

(2011) students in Emotional intentions. People

different value consider the price,

colleges. Social value quality of the product,

their feelings and

social lives

improvement when

they are purchasing

skin-care products

Alhuwaishel. Saudi The questioner Purchase Perceived Quantitative Loyalty and quality

N.S and AL- Arabia was deployed Decision value have important

Meshal (2018) in 170 Quality statistical implications

respondents by Brand trust for decision- making.

using web Loyalty On the other hand, it

based shows that perceived

questioner. value influences the

trust of the brand but

not the decision to

purchase.

Kambiz Iran 432 respondent Purchase Brand Quantitative In this study founded

Heidarzadeh undergraduate intention credibility brand is said that brand

Hanzaee And students of Brand prestige, brand

Mohammad Islamic Azad prestige credibility is more

Javad University Perceived effective in influencing

Taghipourian quality the process of brand

(2012) Information purchase intention than

cost saved the perceived risk in

Perceived the category of

risk products with low

Perceived involvement

value

Elif Akagun Turkey this study used Purchase Perceived Quantitative This finding show that

Ergin 600 urban intention Quality the perceived quality,

And Handan Turkish Perceived prestige, value and

Ozdemir consumers Prestige influence of other

Akbay conducted in 3 Perceived variables have an effect

(2010) major shopping Value on the intention of

centers in Influence consumers to buy

Istanbul from Others foreign chocolate

brands.

15

Massoud Taiwan 439 usable Purchase Perceived Quantitative Consumers of

Moslehpour, respondent of Likelihood brand universities in Taiwan

Nguyen Thi Taiwan quality try to keep abreast of

Le Huyen university Perceived the fashion world. from

(2014) students that brand value the researchers' study is

doing study in IPhone / found out They are

central Taiwan. HTC willing to buy high-

quality international

famous brands at high

prices and make

quality so important

than prestige.

Harun & Malaysia This study used Purchase Perceived Quantitative The result from this

Abdullah 300 Intention Prestige study indicated that the

(2011) undergraduate Perceived young generations are

students in Quality more prone towards

UiTM Kedah, Perceived buying foreign brand

Malaysia Value products rather than

Influence local brand products as

from Other their final

consumption.

2.8 Research Gap

According to Chen et al. (2012), examine the relation functional value, functional

value on side quality of product, emotional value, social value toward on customer

purchase intention. This study took place on Taiwan by using 632 respondents (214

males and 418 female) undergraduate student in college. The result on this study

consumer perceived value has dominant influence on purchase intention, they

consider price, quality, social live improving the intention to purchase skin care

product. But the difference gender male and female take effect on purchasing

decision, when female considers prices of skin-care products is reasonable or believe

high price has a high quality. While for man more consider on the less price. By study

suggests that manufacturers and retailers may consider the necessary of different

consumer groups to adjust product positioning, pricing or to make different marketing

strategies and product functions, such as product design, various effects.

According to previous research Alhuwaishe & Meshal (2018), shows that two out

of three independent variables, surprisingly quality and loyalty have a significant

impact with the purchase decision, which is the dependent variable in this study.

16

The study confirmed that in addition to the positive relationship that has existed

between store brand perceived quality and purchase intention, perceived quality

does impact the purchase decision. brand trust to brand loyalty it does not affect

the purchase decision. This study took place on Arab Saudi especially on Riyadh,

by used female consumers from different ages.

Ergin & Akbay (2010), in their research they measure the purchase intentions of

urban in Turkish consumers for foreign products on three parts which are apparel,

personal care than a chocolate product. Based on specified categories such as

perceived prestige, quality, value and influence from others. This study used 600

Turkish consumer on age 15-60. The perceived quality, prestige, value and

influence of other variables are factors influence customer to purchase of foreign

chocolate brands, skin care and apparel product in turkey.

Wong & Zhou (2005), in this research they observate about the purchase intention of

young Chinese consumer against foreign product in China, based on the perception of

percieved prestige, value, and quality. This study was use 400 respondents from

Zhejiang campus by give a questioner and doing personal interview for make sure the

target respondent. The result showed for conspicuous product, perceived brand

quality is seen as the main purchasing motive for high-social group. While perceived

brand value is more affecting the low-social group's purchase motive. On the other

hand, there is no significant difference of purchasing motive from the two groups

against the purchase motive. However, for the inconspicuous product, the high-class

group are more focused on the perceived brand prestige and perceived brand value,

while the low-class group are more interested in the perceived brand quality of the

product. So these results are expected to be used as material for discussion and

provide suggestions for future research related to marketing communication at

consumer acceptance of foreign brands.

The previous research that explained before had examined purchase intention by

using different variables, approaches, and methods. Most of the previous research

measured purchase intention of skin care product by using Perceived Quality and

Perceived Value. However, there is only limited previous research that considering

17

on Perceived Prestige and Influence from Other as the variable that measures

Purchase Intention on skin care product. There’s none of research that were

conducted to examine the Purchase Intention of skin care product in Indonesia,

specifically Cikarang. Therefore, this research was held to provide information in this

area. This research adopted purchase intention theory that adopted from Harun

& Abdullah (2011). There are four variables, namely Perceived Prestige, Perceived

Quality, Perceived Value, and Influence from Other. The outline of the previous

research is listed in previous research that shown on Table 2.1 in the previous page.

18

CHAPTER III

METHODOLOGY

3.1 Introduction

As it is indicating in the tittle, in chapter 3 of this study, researcher shows the

methodology and procedures that followed in the study. Where researchers will

describe the steps used to design research, collect data, and statistical analytics.

This research is using quantitative method and primary data. For the final

statistical analysis, the researcher used The Statistical Software and the results is

showed in Chapter 4.

3.2 Theoretical Framework

In this research, the researcher adopted 4 variables from Harun & Abdullah

(2011), which are : perceived prestige, perceived quality, perceived value and

influence from other . Researcher believe those variable correlate with consumer

purchase intention of skin care product. The theoritical framework being

implemented on this research. Showed below :

Perceived Prestige

Perceived

Value

Purchase

Intention

Perceived Quality

Influence From Other

Figure 3.1 Theoretical framework

Source: Harun & Abdullah (2011)

19

3.3 Research Framework

Problem

Problem Statement

Objective

Theories

Questionnaire Construction

Pre-test Distribution

PPM SIM

NO

Validity

CA Yes

NO Reliability

Yes

Questionnaire Distribution

Data Collection SIM

Normality Test

Factor Analysis

Data Interpretation

Conclusion and Recommendation

Figure 3.2 Research Framework

Source: Developed by the Researcher (2018)

20

3.4 Operational Definition of Variable

Variable Definition Indicators Definition of Indicators

Perceived Which affects the 1. Conspicuous 1. Conspicuous: dimension to measure

Prestige assessment of a brand 2. Unique about how conscious consumers are

that is considered 3. Social of a luxury brand

prestigious where it can 4. Emotional 2. Unique: consumers buy the products

come from the 5. Quality based on prestige brands and branded

perspective of the products in small quantities on market

community or a group (Vigneron & 3. Social: prestige brand as a symbol

about the status of a Johnson, 1999) that shows the identity of their group

particular brand that or community

can be used as a 4. Emotional: For brands that are trusted

symbol to provide satisfaction with emotional

Social status, because desires such as brand prestige, where

prestigious brands are a product shown as aesthetic appeal

rarely owned to social that aim consumer on selection the

image. brand

(Vigneron & Johnson, 5. Quality: individual who buy the brand

1999) they thinking considered to give a

good quality perception

Perceived Consumer perceived 1. Functional value 1. Functional value it is usually the most

Value value is based on the 2. Emotional value important factor influencing product

expectation that the 3. Epistemic value selection and purchase functional

quality of product 4. Social value value is a product that has the same

received must worth 5. Conditional function as what expected by

the amount of money Value consumer.

they spend. 2. Emotional value is a feeling that

(Kassim et al.,2014) (Chang & Wu, consumers’ obtained from the

2016) product.

3. Epistemic value indicates that

products can attract the attention and

curiosity of consumers or meet their

desire for knowledge.

4. Social value is a benefit derived from

the product's ability to improve self-

concept in the social environment. by

having a product considered to be

able to join the social group.

5. Conditional value indicates that

external factor come under certain

conditions and changes original

behaviors and is related with

consumer emotions

21

Perceived perceived quality 1. Packaging 1. Packaging: The appearance of the

Quality defined as the 2. Aroma product and the color of packaging

results of the 3. Style also make an influence on consumer

consumer's 4. Fit and overall perception, decision, and preferences

assessment of a appearance 2. Aroma: that the fragrance exerted a

brand's benefits, significant effect on the perceived

based on the (Ramaseshan & texture.

intrinsic Tsao, 2007) 3. Style: prioritize costumer tastes and

requirements (the behavior but still concern to the

strength of the quality of the product

goods, functions) 4. Fit and Overall appearance: costumer

and the extrinsic get positive influence on brand

requirement (brand, identification

service)

(Kirmani &

Baumgarner, 2000)

Influence It comes from 1. Informational 1. Informational value: informational

from Other friend, member of Influence influence used information based on

family, peers, office 2. Normative other opinions, experience that

colleagues and influence obtained to help them in making

individuals or decision of purchasing a product

organization that (Cheung et al. 2. Normative value: creates from others

related to a person 's 2009) pressure that triggers us to be liked

behavioral intention and accepted by them. Making

that able change individuals have feeling ostracized

individual cause different from those around

perception in them.

making decision

(Aaronson, 2004)

3.5 Questioner

In this research, the questionnaire was consisting of five parts. The first one is

identity of respondent which is age. The second part is Perceived prestige, this

section refers to analyze how much respondents are actively engaged perceived

prestige influence on purchase intention. The third one is Perceived value to analyze

how the respondent expectation of the product their buy is worth it to use. The fourth

section is questionnaire statements of Perceived Quality refers to analyze how

respondent use perceived quality as the consideration of customer intention to

choose the product they want. The fifth section of the questionnaire is variable of

Influence from others, this refers to analyze how influence from other such as from

22

the social environment, family, social media toward customer purchase intention.

This research uses Likert Scale as a tools to measure the extent respondent gives

their opinion in accordance with the specified scale. According to Sugiyono

(2014) Likert scale is used to measuring the behavior, perceptions and assumption

of individuals or a bunch of people about what happening in social environment

(Wahyudi.R. et al 2018). Likert scale consists of five levels to express the

respondent’s attitude or answer as following below:

Number Statement Number of Scale

1 2 3 4 5

1

2

3

Source: (Sugiyono, 2014) in (Wahyudi.R. et al 2018)

Note:

1 = Fully Disagree 3 = Neutral5 = Fully Agree

2 = Disagree 4 = Agree

From the explanation above of responses for numbers 1 to 5. Likert scale has the

advantage that the respondent cannot give an opinion at all or to answer yes or

not, however it is expected to give a high opinion. Thus it is expected that

quantitative data can be analyzed relatively easily.

After accumulating the data from questionnaires, researchers conducted a tabulation

of the respondent responses by using Microsoft Excel 2010. The responses of

respondents here were believed to be an ordinal data. Thus, researcher will convert

ordinal data to the interval by using software STAT 97 on Microsoft Excel 2010.

Then the statistical process is done through Statistical Software.

23

3.6 Population and Sampling Design

Population defined as the whole member of the group, events, or any things that

interesting to be observated by researcher (Sekaran & Bougie, 2016). The

observation is based on a quality object/subject that has a certain characteristic

that has been set by the researcher so it can be learned and make conclusion. The

population of this research is people who buy and used skin care product. By

considering on the purchasing skin care product trend of consumers, that staying

in North Cikarang. This location was chosen because of the geographical position

of the population and the researcher relatively closer, it will make easier for

researcher distribute questionnaires in this research.

According to Sekaran & Bougie (2016), Sample is a sub group of the population.

Hence, researcher will use sample of this research to find out the research

problems and by studying sample researcher be able to draw conclusion from

generalize the population interest.

The sampling method uses a non-probability sampling method, which is the

selection of non-random samples, which not all elements have the same

opportunity to be chosen as research samples. The sampling criteria use purposive

sampling technique where the limitation of the sample are on the people who can

give information that expected by researcher, whether because those people are

the ones that has it or those are the ones who meet the criteria that has been set by

the researcher (Sekaran & Bougie, 2016). In these study criteria that the

researcher set is skin care product users in North Cikarang.

The normal distribution is used to help measure the accuracy of many statistics,

including the sample mean, using a significant result called Central Limit Theorem.

This theorem gives the ability to measure how much the means of various samples

will vary, without having to take any other sample means to compare it with. The

Central Limit Theorem (CLT for short) basically says that for non-normal data, the

distribution of the sample mean has an approximate normal distribution, no matter

what distribution of the original data looks like, as long as the sample size is large

enough, usually n =; 30, and all samples have the same size (Chang et al. 2006).

24

The total participants in this study consisted of 70 female users of skin care

products who stayed in the area of Cikarang and used it in their daily lives. The

language of the Questionnaires is Bahasa Indonesia, since the researcher targeted

were Indonesians. Therefore, respondents and researchers expected has the similar

perception of each existing questionnaire statement.

3.7 Research Instrument

3.7.1 Data Collection Process

Primary Data

Researcher is using questioner to collect the data that will be used to find out the

primary data collection. Sekaran & Bougie (2016), defined Questionnaires are

data collection techniques that are carried out by spreading to the respondent a set

of questions or written statements, and in this study the distribution of

questionnaires using printed questionnaires. The time period for distributing

questionnaires during November 28th

until December 18th

2018.

3.7.2 Validity Test

According to Ghozali (2011) in Azzuwalia (2016), the validity test as a tool for

determine the validity level. Pearson's product moment was used for the validity

test of this research. Analysis that correlates each item with a total score. Pearson

Product Moment (PPM) is a statistical tool used to determine degree of closeness

of the relationship (correlation) between 2 variables if the data is interval or ratio

scale. It is indicated by r when measured in the sample and ρ in the population.

The PPM value varies from -1 ≤ r ≤ 1. If the result of r is 0, it shows that there is

no relation among independent and dependent variables or do not correlate. Below

is formula of validity test:

(Σ ) − (Σ )(Σ )

=

… … … (1)

√[ Σ 2 − (Σ )2]√[ Σ 2 − (Σ )2]

Source: Ghozali (2011) in (Ahluwalia, 2016)

25

Note:

r = Pearson r correlation coefficient

X = a score of grains

Y = the total score grains

N = total population (respondents)

Validity testing can be done by distributing printed questionnaires. in this study

the distribution was carried out at the pre-test phase by using 15 sample

respondents, after collected the data, researcher calculated using statistical

software. According to Bonett (2002), suggest that sample size of 15-20 will be

enough, since exact small-sample tests and confidence intervals exist for statistical

inference regarding coefficient alpha.

In determining statement valid or invalid can be done by comparing the item

correlation value by looking at the -r value in the distribution table. The test refers

to the formula df = n-2 on sig 5%. In this study a pre-test was conducted using 15

respondents. according to the formula used (df = n-2) it will be df = 13 on sig 5%.

Based on r table is 0.514. Therefore, the statement is valid if it has a correlation

value more than 0.514, meanwhile statements that show correlation below 0.514

will be measured as invalid.

3.7.3 Reliability Test

Reliability defined as a tool for collecting data and for measuring a questionnaire

which is an indicator of variables to obtain reliable information (Ahluwalia,

2016). Questioner is reliable if respondent answer of statement is consistent or

stable over time. Reliability testing is done using the Cronbach's Alpha reliability

coefficient. This value has function to determine the internal consistency of a

questionnaire (Sekaran & Bougie, 2016).

26

Reliability test is carried out before distributing the real questionnaire to respondent.

Therefore, that the reliability test is carried out in the pre-test stage. Test reliability

using statistical software, that test is done after doing a process of collecting data that

is converted from ordinal to interval using STAT 97 (Microsoft Excel)

According to Gliem.A & Gliem.R (2003), tells that the coefficient of Cronbach

alpha was about 0 to 1 and there is no lower limit of the coefficient. However, it is

better if the coefficient value is close to 1.0 so that the internal consistency of the

element will also be greater. The simple rules for the Cronbach alpha consistency

here below:

Table 3.1 Cronbach alpha consistency

α > 0.9 Excellent

α > 0.8 Good

α > 0.7 Acceptable

α > 0.6 Questionable

α > 0.5 Poor

α < 0.5 Unacceptable

Source: (Gliem.A.J & Gliem, 2003)

Here below the formula for Reliability Test: .

= … … . (2) 1 + ( − 1)

Source: (Ellis.L.J, 2013)

27

3.8 Normality Test

Ghozali (2011) in (Agustina & Yoestini, 2012), defined normality test is a test that

is carried out as a precondition for conducting data analysis. Data normality test

aims to detect the distribution of data in one variable that will be used in the study.

Normality is the most needed thing in multivariate analysis method. Good and

feasible data to prove the research models are normal data distribution. Two

methods are used by researcher to evaluate the normality distribution of data,

namely: The Shapiro-Wilk and Kolmogorov-Smirnov, by using statistical

software. Where both methods of significance level (α) must reach 0.05 then the

data distribution is normal. The additional method, can using histogram graph and

probability plot. Where the histogram graph can be used to compare observational

data with distributions that are close to the normal distribution. Probability plots

have function for comparing the distribution cumulative of actual data within

cumulative distribution and normal distribution. For the normality can be seen if

the dots point scatter along the diagonal line and dots point follow the direction of

the diagonal line, so the distribution showing the normal distribution pattern and

meaning the Regression model can meet the assumption of normality. On the

other hand, if the data or dots point spread far from the diagonal line and it’s not

follow the direction of the diagonal line or histogram graph, the distribution is said

not to show a normal distribution pattern, and the regression model does not meet

the assumption of normality.

3.9 Factor Analysis

Factor analysis is defined as a study of interdependence of variables with the aim

of finding each other a set of new variables, which is less than the original

variables, and the one that showed original variables are alliance factors, which

mean it has function for summarization and reduction data. Factor analysis can

determine the dominant structure between the variables that are analyzed and it

will eliminate or summarizes some variables to create a new variable called

manifest variable (Hair et al. 2010).

28

3.9.1 Correlation matrix

Determining the correlation matrix between the factors that researcher desire to

analyze is the first step of the factor analysis process. at this stage if the variables

possible categorized together it means that the variable has a high dependence on

other variables and has a high correlation and it mean as manifest variable. But, if

the variable cannot be categorized together, it means the variable has a lower

correlation.

In determining Correlation Matrix, researcher should identify step which are:

Kaiser-Mayer –Olkin (KMO) and Barlett’s Test and Anti- Image Correlation.

The number of KMO is known to have a range of 0 to 1, while for the number of

MSA. It is known that MSA 1 can be predicted not to have errors by other

variables, and if MSA is higher than 0.5 the variable can be predicted and

analyzed at a later stage. While if the MSA is below 0.5 then the variable cannot

be predicted and needs to be eliminated from other variables. Bartlett’s Test of

Sphericity has function to measure the correlation between variables. If the

number is significantly close to zero, it means having a high correlation.

The final step in the correlation matrix is the anti-image matrix, which is used to

predict the correlation between variables. The value indicates good correlation is

exceeding 0.5. If there are more than one variable with a MSA value of lower than

0.5, the variable will be erased and will not be further analyzed. It can be tested

again (Santoso, 2012).

Level KMO can be interpreted as the following criteria:

Table 3.2 KMO Level

KMO Criteria

Above 0.9 Excellent

0.8 - 0.9 Great

0.7- 0.8 Good

0.6 – 0.7 Mediocre

0.5 Inadequate

Source: (Hadi & Sentosa, 2016)

29

3.9.2 Factoring Extraction

a. Initial Eigenvalue

Initial Eigen value defined as a value that can measure how strong the correlation

between data. If the variable has an Eigen lower than 1, the variable will be omitted.

Which aims at the formation of factors through an exploration process, variable data

that has been combined will be a medium of a factor formed from its eigenvalue.

b. Percentage of Variance

This part explicates about the percentage value of a variable based on the given

factor that every variable is consist of 1 variance. Accumulation of all variance

can also be referred as the cumulative variance. If the cumulative variance is

enough (more than half of all variable variances initially) then factor extraction

can be stopped. The formula is showed below: eigenvalue

Percentage Variance = (total variance) 100 %

c. Communalities

Communality is the variants number that a variable contributes to the analysis

with all other variables. Communality basically, the quantity of variances

(possible to defined as a percentage) from the classified variables can be described

by the extracted factors. The high number of variable communities indicates the

stronger correlation of the established factor.

d. Loading Factor

loading factor has a function to establish the correlation of variables and components.

This determines the level of correlation between variables and factors. Based on the

results obtained if the variable has a high loading value it shows that the variable has

a large influence on the latent variable. By using the loading factor value, the

grouping of manifest variables can also be done, with the provision of

30

variables that have a loading factor value below 0.5 which will not be done in a

latent variable.

Figure 2.1 Loading Factor Table

Source: (Hair et.al. 2010)

3.9.3 Factors Rotation

The purpose of factor rotation is to simplify the structure by transforming factors

to get new factors that are easier to interpret. Factor rotation is done by rotating

the loading factor, so by using the rotation method, it can produce new loading

factors. The extraction process is only determining the number of factors that

summarize the whole variable, but has not determined the variable distribution

into the factors that summarize it. Therefore, factor rotation must be carried out.

Where a factor must have a loading factor of ≥ 0.5 on a factor. Two methods that

researcher used for factor rotation are rotation orthogonal rotation and oblique.

Orthogonal rotation is rotation that is used to maintain an equivalent axis

perpendicular or to the other. By doing this rotation, each factor is independent of

other factors because the axis is perpendicular to each other, whereas the oblique

rotating procedure does not maintain the perpendicular axis anymore. With this

rotation, the correlation between factors is still calculated because the factor axes

are not perpendicular to each other. Rotation oblique is used to obtain the number

of factors that are theoretically significant.

31

3.9.4 Labeling the Established Factors

The final step is labeling the factor formed from the process of extraction and

rotation. It based on the characteristics of the variable or item similarity be a

factor load. Labelling the factor also can be due by applying generalizations to

these initial variable.

32

CHAPTER IV

DATA ANALYSIS

4.1 Pre-Test

4.1.1 Validity Test

This Research using statistical software for testing all statement from every

variable. according to r table, in case df is 15 and the level of significance of

alpha 0.05.The statement is valid if it has a correlation value higher than 0.514.

And if the correlation less than 0.514 the statement is invalid and will be

eliminated in this study.

The result of all variable is showed below:

1. Perceived Prestige

Table 4.1 Validity Value of Perceived Prestige

Statement R Compute Result

Value

Perceived Prestige 1 0.582 Valid






Perceived Prestige 7 0.303 Invalid




33

Based on the table 4.1 we can see the statement Perceived Prestige 7 is the only

one that has the R value below 0,514 which is invalid statement. And for

statement Perceived Prestige 1, Perceived Prestige 2, Perceived Prestige 3,

Perceived Prestige 4, Perceived Prestige 5, Perceived Prestige 6, Perceived

Prestige 8, and Perceived Prestige 9 has R value more than 0.514 (valid). Which

mean all statement except Perceived Prestige 7 can be used on the next step.

2. Perceived Value

Table 4.2 Validity Value of Perceived Value

Statement

R Compute Result

Value

Perceived Value 1 0.751 Valid











Based on table 4.2 all 10 statement of Perceived Value has R compute value

above 0.514. Which mean all statement is valid and can be used on the next step.

34

3. Perceived Quality

Table 4.3 Validity Value of Perceived Quality

Statement R Compute Result

Value

Perceived Quality 1 0.757 Valid








Based on table 4.3 all seven statement of variable Perceived quality has R value

more than 0.514. All statement is valid. And researcher can bring all statement for

the next step on this study.

4. Influence from Other

Table 4.4 Validity Value of Influence from Other

Statement

R Compute Result

Value

Influence from Other 1 0.583 Valid

Influence from Other 2 0.309 Invalid

Influence from Other 3 0.196 Invalid

0.533 Valid Influence from Other 4


35

Based on table 4.4 statement influence from other 2 and influence from other 3 are

invalid, which is R value is less than 0.514, so the researcher will eliminate 2

statement in this variable, and the rest statement Influence from others 1 and

influence from other 4 will be used on the next step in this study.

All table validity value above we can see only 3 statements has R value below

0,514 or it is invalid statement. So researcher should have eliminated 3 statement

before distributing to respondent for the real test.

4.1.2 Reliability Test

In accordance to Gliem.A.J & Gliem (2003), if the alpha of 0.7 acceptance of

reliability whereas if the alpha closer to 1.0 be more reliable. The reliability

testing result from all variables is showed in the following table 4.5

Table 4.5 Reliability Test Result

Cronbach's N of

Alpha Items

.956 27

Source: Primary Data and Statistical Software (2018)

After doing validity test, researcher obtained 27 valid statement from 30 statement

on pretest, the valid statement will be analyzing on reliability test. From the result

on table 4.6 all variable has a good alpha value which is reliable. So we can say

that it’s good to continue the step of this study.

4.2 Normality Test

The aims of normality test are to detect the data distribution in one variable that will

be used in the study. Normality data is defined as normal data if the data value

surpass 0.05. It means that the data is eligible for further analysis when the data is

greater than 0.05. Based on table 4.6 that use Kolmogorov-Smirnov method, all the

36

data is normal since all the variable corresponds more than 0.05, which means that

all variables can be analyzed as all the variable is normal.

Table 4.6 Kolmogorov-Smirnov

Kolmogorov-Smirnova

Variable Statistic Df Sig.

Perceived Prestige .066 70 .200*

Perceived Value .080 70 .200*

Perceived Quality .087 70 .200*

Influence from Others .089 70 .200*


Normality Test

Tests of Normality

Kolmogorov-Smirnova

Shapiro-Wilk

Statistic Df Sig. Statistic df Sig.

Perceived Prestige .066 70 .200*

.986 70 .604

Perceived Value .080 70 .200*

.986 70 .622

Perceived Quality .087 70 .200*

.983 70 .463

Influence from .089 70 .200*

.969 70 .078

Others *. This is a lower bound of the true significance.

a. Lilliefors Significance Correction

The additional method histogram graph can be used to compare observational data

with distributions that are close to the normal distribution. As shown in Figure 4.1,

we can see the dots point scatter along the diagonal line and dots point follow the

37

direction of the diagonal line. Based on figure 4.1 we can say that the graph

showed a normal distribution pattern.

Figure 4.1 Q-Q Plot


4.3 Factor Analysis

Factor analysis refers to procedure that being used to analyze a data for the full

explanation can be found in chapter III, while for complete results the factor

analysis is shown in the Appendix C. This chapter only displays the results of

some data used for several analyzes.

38

4.3.1 Preliminary analysis

a. Correlation Matrix

For completed correlation matrix table, it is included in Appendix.C The

determinant value of this correlation matrix has to be closed to zero and the result

of this research is 2.33E-006. Hence, this value indicate the variables are highly

correlated. One of the requirements for factor analysis is accepted.

b. KMO & Bartlett's the Sphericity

Table 4.7 KMO and Bartlett’s

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .744

Approx. Chi-Square 776.000

Bartlett's Test of Sphericity Df 300

Sig. .000


From Table 4.7 shows that the value of KMO MSA is 0.744 which is more than

the required value. It means that the researcher can move to the next step and the

sampling technique can be used in this research.

39

c. Anti-Image Matrix

Table 4.8 Anti-Image Matrix

Variable MSA Variable MSA

Perceived Prestige 1 0.757a Perceived Value 8 0.704 a

Perceived Prestige 2 0.688 a Perceived Value 9 0.679 a

Perceived Prestige 3 0.811 a Perceived value 10 0.772 a

Perceived Prestige 6 0.634 a Perceived Quality 1 0.733 a



Perceived Value 1 0.824 a Perceived Quality 4 0.781 a




Perceived Value 5 0.705 a Influence From Other 1 0.734 a

Perceived Value 6 0.786 a Influence From Other 4 0.516 a

Perceived Value 7 0.588 a


In the analysis of MSA of every manifest variable, the anti- image matrices are

easier to use. When the MSA value exceeds 0.5. Based on table 4.8 all statement

has more than 0.5 But actually there are 2 statement (perceived prestige 4 and

perceived prestige 5) that MSA below than 0.5 which mean that statement has

similarities and there is no variance, so it difficult consider for analysis factor

process. Therefore, only data that written in table 4.8 can be used in further factor

analysis.

40

4.3.2 Factor Extraction

a. Communalities

Table 4.9 Communalities

Extraction

PP1 .492

PP2 .138

PP3 .217

PP6 .186

PP8 .491

PP9 .485

PV1 .482

PV2 .392

PV3 .504

PV4 .497

PV5 .336

PV6 .265

PV7 .251

PV8 .254

PV9 .222

PV10 .376

PQ1 .373

PQ2 .369

PQ3 .641

PQ4 .572

PQ5 .593

PQ6 .497

PQ7 .418

IO1 .208

IO4 .287

Extraction Method: Principal

Component Analysis.


41

The initial value of all variables is 1, it is because Initial communalities establish

the variance before extraction of each variable. Communities are a total variant of

the variable, which can be categorized by the existing factor. When result’s

number is increasing, it will make the relationship among the factors and variables

also increase.

b. Total Variance Explained

In accordance to table 4.10 there are nine factor that have engine value greater than

1. To facilitate the number of factors established by the analysis, the researcher

changes its eigenvalue to 2 by changing the factors from 9 factors to 2 factors.

Moreover, the percentage variance explained about the percentage value of the

variable against the determined factor. Where each variable has 1 variance.

Because in this study there were 25 variances. Here, the % of the variance can be

calculated as below:

Variance for Factor 1 = (7.269:25) X 100% = 29.076%

Variance for Factor 2 = (2.278:25) X100% = 9.112%

And the cumulative percentage can be calculated by adding the first % of variance

with the second % which is 29.076% + 9.112% = 38.118%

While for the remaining value 62.882% can be contributed from other variable

that stated and not used in this research.

42

Table 4.10 Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Cumulative % Total % of Cumulative % Total % of Cumulative %

Variance Variance Variance

1 7.269 29.076 29.076 7.269 29.076 29.076 5.486 21.943 21.943

2 2.278 9.112 38.188 2.278 9.112 38.188 4.061 16.245 38.188

3 1.712 6.848 45.035

4 1.538 6.152 51.187

5 1.469 5.878 57.065

6 1.376 5.505 62.570

7 1.140 4.559 67.129

8 1.063 4.252 71.381

9 .881 3.523 74.903

10 .836 3.342 78.246

11 .730 2.922 81.168

12 .619 2.476 83.644

13 .576 2.303 85.947

14 .512 2.050 87.997

15 .495 1.978 89.975

16 .391 1.564 91.540

17 .361 1.444 92.984

18 .345 1.381 94.365

19 .294 1.176 95.541

20 .279 1.117 96.658

21 .234 .936 97.593

22 .178 .713 98.306

23 .164 .656 98.962

24 .150 .601 99.562

25 .109 .438 100.000 Extraction Method: Principal Component Analysis.


43

Figure 4.2 Factor Analysis Scree Plot


In accordance to the figure 4.2, the scree plot explanation the factor number in the

graph. It arises that the line’s direction decreases sharply from the 1st

factor to the

2nd factor, then decreases slightly until last factor. Scree plot also show the 9th

factor required to be used in factor analysis since the factor is more than 1

eigenvalue. However, in this case, researcher change the eigenvalue become 2, so

the factoring process was stopped at 2th factor. The attempt is made to simplify

the number of factors extracted.

4.3.3 Factor Rotation

The rotation has a function for researcher to interpret the results become easier.

The extraction process is only determining the number of factors that summarize

the whole variable. The factor loadings have function to categorize each variable

into generated factors. In this process a comparison will be made to each column

in each item. And researcher chooses which factors have the highest position.

The greater the value obtained during loading factors, then there is a higher

correlation with variables and factors.

44

Table 4.11 Rotated Component Matrix

Rotated Component Matrixa

Component

1 2

PP1 .667 .216

PP2 .329 .171

PP3 .353 .304

PP6 .109 .417

PP8 .621 .325

PP9 .681 .148

PV1 .690 .074

PV2 .625 .021

PV3 .708 -.052

PV4 .558 .430

PV5 .551 .180

PV6 .412 .309

PV7 .467 .180

PV8 .167 .476

PV9 .276 .382

PV10 .560 .251

PQ1 .211 .573

PQ2 .336 .506

PQ3 .149 .787

PQ4 .116 .748

PQ5 .207 .742

PQ6 .697 .104

PQ7 .606 .224

IO1 .171 .423

IO4 -.194 .499

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.a

a. Rotation converged in 3 iterations.


45

Researcher can identify each factor belonging to these two components. The

researcher categorizes these variables by looking at the above table of the rotated

component matrix. Therefore, if the degree of correlation with the loading factor

lower than 0.5 it will be eliminated for the next stage, while for loading factors

that have the same value or more than 0.5 will be used in this research. Each

variable is summarized in table 4.13 below.

Table 4.12 Component Transformation Matrix

Component 1 2

1 .802 .598

2 -.598 .802

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.


Based on table 4.12. Showed the Component Transformation Matrix illustrates the

correlation between the factors extracted by checking values diagonally. And the

degree of correlation between factors for each variable must be greater than 0.5.

Table 4.13 Factor Classification

Factor Manifest

1 PV3 PQ6 PV1 PP9 PP1 PV2 PP8 PQ7 PV10 PV4 PV5

2 PQ3 PQ4 PQ5 PQ2 PQ1

Source: Developed by researcher (2018)

Notes:

PP: Perceived Prestige PQ: Perceived Quality

PV: Perceived Quality

46

4.3.4 Dominant Factor

In accordance on the factor analysis, two new factors resulting from the extraction

of 25 variables are created. These 2 factor shows a cumulative value of 38.188 %,

which means that the factor can represent a variability of 38.188 %of all variables.

a. First factor

Table 4.14 First Factor

No Variable Statement

1 Perceived Value 3 The results from foreign skin care always give a

satisfaction.

2 Perceived Quality 6 Foreign skin care always suitable on my skin

3 Perceived Value 1 Foreign skin care tends to give me relevant effect on the

skin.

4 Perceived Prestige 9 Foreign skin care tend to give express result on the skin

5 Perceived Prestige 1 Foreign skin care has difference significant result on the

skin

6 Perceived Value 2 Foreign skin care has a good quality contents

7 Perceived Prestige 8 Foreign skin care always used high quality ingredients

8 Perceived Quality 7 Foreign skin care tends to have a long lasting effect on the

skin

9 Perceived Value 10 Decoration Foreign skincare tend to attract consumer

attention

10 Perceived Value 4 Foreign skincare stores provide convenience atmosphere

when do shopping

11 Perceived Value 5 Foreign products tend to provide new knowledge for self-

care.


The first factor has shown 29.076% variance after rotation. First factor was formed

the relationship between three variables which are perceived value, perceived

47

prestige, and perceived quality. The table 4.14 has shown that the first factor was

determined by 11 manifest variables. On the first factor, researcher only used the

top five of the dominant factor since the variance value has higher result than the

other variables, and all variables leads to one point, namely satisfaction with the

benefits of the product.

Therefore, the first factor can be named as “Product Quality “according to Hoang

& Duy (2017), Product Quality is the characteristic of a product or service that provides

benefits to meet customer needs that are stated or implied. Or defined as a product that

provides its availability and ability to reprsent its functions that meet customer needs

and consumer superiority towards other alternative products. When consumer already

got the positive outcomes which mean it can protect skin, prevent aging, moisturized)

made costumer more consider for purchase the product.

b. Second factor

The variance value after rotation of the second factor is 9.112%. Can be seen on

the manifest variables that construct this factor, this can be interpreted for the

Perceived Quality variable. The table 4.15 has shown that the first factor was

determined by 5 manifest variable. In the second factor, researcher only used the

top 2 of the dominant factor since the variance value higher than other. The top 2

factor leads to one point which is the scent that is produced by the product.

48

Table 4.15 Second Factor

No Variable Statement

1 Perceived Quality 3 Foreign skin care tends to have a luxurious

aroma

2 Perceived Quality 4 The smell of foreign skin care tends to

provide calmness

3 Perceived Quality 5 Foreign skin care tends to provide an easier

method of use

4 Perceived Quality 2 Foreign skin care always provides luxurious

packaging

5 Perceived Quality 1 Foreign skin care always provides robust

packaging


Therefore, the second can be named “Scents and odors” according to Kokon.I

(2011), scent and odors affecting on creating positive and negative emotion,

therefore it can awaken memories either it’s a good or bad memories. This theory

also said scent and odor also one of consumer reason to buy the product.

Therefore, it makes easier customer to compare one product with another. In the

moment aroma of the product been sticks to consumer mind. It can make

consumer easier on determining their choice of the product.

49

4.5 Discussion

The result indicates that all variable towards purchase intention can give a positive

thing on development in skin care industries, and innovation for local company to

increasing their service and quality of product. The previous research from Harun

& Abdullah (2011), found that purchase intention of consumer on personal care

products have been affected by the perceived quality, prestige, value and influence

from others. however from the 4 factor itself only 2 dominant factor that influence

customer purchase intetion which are perceeved prestige and influence from

others. The same study was used to test the result from the North Cikarang

perspective, and the dominant factors toward customer purchase intention of skin

care product namely: Product Quality and Scent and Odors.

The first new factor called “Product Quality” Naming this factor is taken from the top

5 variables as explained above. Product Quality is the characteristic of a product or

service that provides benefits to meet customer needs that are stated or implied. When

consumer already got the positive outcomes which mean it can protect skin, prevent

aging, moisturized) made costumer more consider for purchase the product.

Therefore, can say that when consumer achieved a positive outcome from the skin

care it influences consumer attitude to keep using that skin care for the next time and

of course the company of the skin care will get more benefit.

The second new factor indicated as “Scent and Odors”. Naming this factor is taken

from the top 2 variables as explained above. Scent

and Odors is one of dominant thing that can affecting on creating positive and

negative emotion, therefore it can awaken memories either it’s a good or bad

memories. When the consumer sees the advertisement and automatically can

remember the smell of it. It shows that the product will always be used as the

comparison with other product.

50

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

This research adopted purchasing theory by implementing perceived prestige,

perceived value, perceived quality and influence from others, as its variable in

order to identify the dominant factor that stimulate consumer purchase intention of

foreign skin care product by using factor analysis method. In this conclusion, the

researcher trying to provide answer of the research objective as listed below :

1. Research Objective 1: The dominant factor is Product Quality

2. Research Objective 2: the dominant factor can be developing based on

2 factor which are Product Quality and Scent and Odors

This research acquires two dominant factors that can contribute generate

consumer Purchase Intention, namely Quality Product and Scent and Odors. For

naming first factor “Quality Product” it’s based on the top 5 variables as explained

in Chapter 4. Quality Product defined as characteristic of a product or service that

provides benefits to meet customer needs that are stated or implied. When

consumer already got the positive outcomes which mean it can protect skin,

prevent aging, moisturized) made costumer more consider for purchase the

product. And for naming second factor “Scent and Odors” it’s also based on the

top 2 variable that already explained in previous chapter. Scent and Odors

believed can affecting on creating positive and negative emotion, therefore it can

awaken memories either it’s a good or bad memories. When the consumer sees

the advertisement and automatically can remember the smell of it. It shows that

the product will always be used as the comparison with other product.

51

5.2 Recommendation

1. Society: This research expected to contribute in providing insight about

purchase intention in skin care product. Aimed consumer can take

consideration before choosing particular skin care product since there are

many skin care brand available in beauty market.

2. Academic Purpose: This study can contribute on the provision of

knowledge of the consumer purchase intention, which applies especially to

skin care product.

3. For local skin care producers: This research can be used as a reference

when developing new skin care products, taking into account the quality of

the product, aim for the longer term of their business in order to attract

consumer to purchase local product. One of the attempt is. For instance,

skin care product embraces the features and characteristic of product that

can satisfy consumer needs and want. It was found that while purchasing

skin care product, generally give more preference to attributes such as

freshness sun protection, whitening, oil control. In addition, scent and

odors affecting on creating positive and negative emotion, therefore it can

awaken memories either it’s a good or bad memories. In the moment

aroma of the product been sticks to consumer mind. It can make consumer

easier on determining their choice of the product.

4. Future Research: This study can also contribute to give new ideas in the

forthcoming research. Perhaps by expanding the limitation because

subjects of this study are only the skin care users staying in the region of

North Cikarang. Further research can also find new indicators that can

attract consumers’ purchase intention of skin care product. This study only

focused on female consumer, it is better for future study try to scope

another specific categories especially specific users such as: male, adult,

kids. Etc. It is therefore proposed that future research with different types

of respondents be conducted in different places.

52

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56

APPENDIX

Appendix A – Questionnaire

Questionnaire in Bahasa Indonesia

Age:

• Apakah anda pernah membeli Skin Care merek asing? (Jika YA silahkan lanjutkan)

YA TIDAK

Likert Scale Silahkan isi sesuai dengan petunjuk dibawah ini:

1 = Sangat Tidak Setuju 2 = Tidak Setuju 3 = Netral 4 = Setuju 5 = Sangat Setuju

Perceived Prestige

No Statement Scale

1 2 3 4 5

1 Skin care asing selalu memberikan perbedaan yang

significant pada kulit saya

2 Skin care asing selalu memberikan imej mewah

3 Skin care asing cenderung memilki design yang beda dari

yang lain.

4 Membeli skincare asing cenderung bisa menaikkan status

sosial saya

5 Saya cenderung membeli skincare asing karena mengikuti

tren

6 Menggunakan skin care asing cenderung membuat saya

merasa bangga

7 Skin care asing cenderung menggunakan bahan

berkualitas tinggi

8 Skincare asing cenderung lebih cepat memberi hasil pada

kulit saya

57

*Perceived Value

No Statement Scale

1

2

3

4 5

9 Saya cenderung merasakan efek nyata pada kulit jika

menggunakan skin care asing

10 Saya cenderung lebih percaya pada kandungan dalam skin

care asing

11 Hasil yang saya dapat dari skin care asing selalu membuat

saya puas.

12 Toko skin care asing cenderung memberikan saya

kenyamanan dalam memilih produk.

13 Produk asing cenderung memberikan pengetahuan baru

dalam merawat diri

14 Produk asing selalu memberikan penjelasan yang lebih

jelas mengenai cara penggunaan produk

15 Saya merasa lebih percaya diri saat menggunakan skincare

asing.

16 Produk asing cenderung lebih ramah lingkungan

17 Penataan produk di toko skin care asing cenderung lebih

menarik

18 Dekorasi toko skin care asing selalu menarik perhatian saya.

*Perceived Quality

No Statement Scale

2 3

4 5 1

19 Kemasan skin care asing selalu memberikan kesan mewah

20 Kemasan skin care merek asing cenderung lebih kokoh

21 Skin care asing cenderung memiliki aroma yang mewah Aroma yang dimiliki skin care asing cenderung memberikan

22 ketenangan

Skin care asing cenderung memberikan metode penggunaan 23 yang lebih mudah

24 Kulit saya selalu cocok menggunakan skin care asing

58

25 Skin care asing cenderung memberikan efek yang tahan lama

*Influence From Others

No Statement

Scale

1 2 3 4 5 Saya senantiasa memilih skin care berdasarkan informasi

1 yang saya dapat dari sosial media

2 saya senantiasa memilih skin care berdasarkan saran keluarga saya

59

Appendix B

Raw Data

ORDINAL DATA

Perceived Prestige Perceived Value Perceived Quality Influence

from Other

3 4 5 3 2 1 4 3 5 4 5 2 3 3 3 1 5 5 3 3 3 2 2 3 3 4 1

4 3 5 2 3 3 3 4 4 5 4 4 5 4 3 3 5 5 3 3 2 3 2 5 4 5 3

5 5 5 5 2 3 5 3 4 5 5 5 5 5 4 5 5 5 5 5 5 4 5 5 5 1 2

4 3 4 1 1 1 3 3 4 4 4 4 4 4 4 3 4 4 1 1 1 1 3 4 4 4 2

4 5 4 5 5 3 5 3 4 3 4 4 5 5 2 4 5 5 4 3 4 3 4 3 4 5 4

3 2 3 2 3 2 2 2 2 2 3 3 3 3 2 3 3 3 3 3 3 3 3 2 3 4 2

4 4 1 4 4 2 4 4 4 2 4 4 2 4 5 4 5 4 4 4 4 4 5 3 4 5 5

3 3 4 3 2 2 4 3 3 3 3 4 4 3 3 4 3 4 3 3 4 3 4 2 3 3 3

3 3 5 2 4 2 5 2 3 3 4 3 3 3 3 3 3 3 5 5 5 5 4 3 3 5 3

2 3 1 4 5 5 1 2 2 2 2 3 1 2 3 3 3 1 1 3 2 3 3 2 2 1 4

3 4 4 3 3 3 3 3 3 4 4 4 4 3 3 2 4 4 5 2 4 3 2 2 2 5 3

4 3 2 3 4 5 5 3 5 3 2 4 5 5 3 5 5 5 4 4 3 5 5 1 3 5 2

60

3 4 5 1 2 1 3 1 2 4 3 4 3 3 4 3 5 5 4 3 3 4 3 2 2 3 1

4 4 4 4 5 4 4 3 3 5 4 5 5 4 4 5 5 4 4 4 5 5 4 3 3 5 3

3 4 4 3 4 3 4 3 3 4 2 4 4 4 3 3 2 4 4 3 3 3 4 3 3 5 5

4 5 5 3 2 4 5 5 4 3 2 5 3 4 3 4 4 4 5 4 5 3 5 3 2 2 5

4 4 5 4 4 3 5 4 4 3 3 5 2 3 3 3 5 5 5 4 4 3 4 3 4 5 4

3 4 4 3 2 2 5 4 3 4 3 3 4 4 3 3 4 3 4 4 3 3 3 3 3 4 3

3 4 5 3 4 3 4 4 4 2 4 3 4 3 3 4 4 4 5 4 4 3 4 3 4 4 4

3 2 3 4 3 4 4 4 4 3 4 4 3 4 4 3 4 4 4 4 4 3 4 4 4 4 3

3 4 4 4 2 2 3 3 3 3 3 3 3 2 3 3 3 4 4 4 4 3 2 3 1 3 2

4 5 4 3 2 2 4 5 5 4 5 4 5 4 4 3 4 5 5 4 4 4 4 3 3 4 2

3 4 3 1 3 1 2 2 2 2 3 3 3 4 2 2 3 3 3 3 2 2 3 2 3 3 4

3 4 4 4 2 3 4 3 3 4 3 4 3 3 3 4 4 4 4 4 3 3 3 5 4 5 3

3 3 3 3 1 3 3 3 4 3 2 4 4 3 3 3 4 3 4 3 5 4 4 3 3 3 4

4 3 4 1 2 2 4 4 4 3 3 4 4 4 3 4 3 3 3 3 3 3 4 4 4 4 3

2 4 4 4 4 4 3 4 3 2 2 4 4 4 2 2 5 5 5 3 4 4 3 2 2 5 5

3 3 4 3 4 2 4 3 3 4 3 4 4 3 3 4 5 4 5 4 4 4 3 3 3 3 2

4 5 4 5 3 2 3 3 4 2 3 4 4 5 2 3 5 5 5 3 4 4 4 3 4 4 4

4 4 4 3 2 2 4 2 4 2 3 4 4 4 2 2 5 4 5 4 4 4 4 3 4 5 5

5 4 5 5 3 3 5 5 5 4 5 5 4 5 5 4 5 5 5 4 5 4 5 5 5 5 3

4 4 4 3 4 3 3 4 3 4 4 4 4 4 4 3 5 5 4 5 5 4 4 4 3 4 3

3 5 4 5 4 3 4 4 4 4 4 2 2 3 4 4 3 3 3 3 3 4 4 4 4 4 5

3 5 5 3 1 2 3 3 3 3 3 2 2 3 4 4 3 3 1 1 3 3 3 1 3 2 5

4 4 5 4 5 3 4 5 5 5 5 4 5 5 4 3 4 5 5 4 3 4 3 4 3 5 5

4 4 5 3 3 3 4 4 4 3 3 4 4 4 3 3 4 4 4 4 4 3 4 4 3 4 4

3 4 4 4 5 3 4 2 3 5 3 4 4 4 3 3 4 4 4 3 3 4 3 4 4 4 3

2 2 4 4 4 3 3 3 1 2 2 3 3 4 4 4 4 4 3 2 2 3 4 4 4 4 4

3 4 2 1 5 2 3 3 3 3 2 4 4 3 2 2 5 4 4 3 3 3 3 1 2 4 4

4 4 4 3 3 3 4 4 3 4 3 3 4 3 3 3 4 3 4 3 5 4 4 3 3 4 3

5 5 3 3 3 2 4 4 2 4 4 3 4 4 2 4 4 3 2 3 4 4 4 3 3 5 3

4 4 4 3 3 2 3 3 4 3 4 4 3 2 3 2 3 4 3 3 2 1 3 3 3 3 3

3 5 2 1 3 1 5 4 4 3 4 3 4 3 3 3 2 3 3 3 3 3 2 2 3 4 3

3 4 4 3 3 2 4 3 4 3 3 4 4 4 4 3 3 4 5 4 3 3 4 3 4 5 3

2 3 3 3 4 3 3 2 2 3 3 2 3 3 1 3 4 4 3 4 2 3 3 3 3 3 3

5 3 4 1 2 4 4 5 4 4 3 5 3 3 4 3 4 5 3 4 3 4 5 4 4 4 4

4 4 4 2 2 2 3 4 4 4 4 4 5 3 3 4 4 4 3 3 3 4 4 4 3 3 4

5 3 5 3 1 2 5 3 3 3 5 3 2 2 2 5 2 3 5 5 5 3 5 3 4 5 5

2 4 5 5 3 2 2 1 2 4 2 1 3 4 4 3 2 3 4 2 5 5 5 1 1 5 5

5 4 4 4 5 5 5 4 5 5 2 5 3 4 3 4 5 4 4 4 5 5 4 4 5 4 5

5 5 4 4 4 4 5 5 5 5 4 4 5 5 3 2 3 4 2 3 4 4 4 4 2 4 2

4 4 4 4 3 4 3 4 4 3 4 3 4 3 4 3 4 1 5 4 4 4 3 5 5 4 4

3 4 3 4 3 2 3 3 1 4 2 3 2 3 3 4 4 3 1 2 3 3 2 3 3 4 2

4 4 4 3 4 4 5 4 3 4 4 4 3 4 3 4 4 5 3 4 4 4 4 5 4 4 3

4 4 3 4 5 3 4 4 4 4 3 3 4 3 3 3 1 3 4 4 3 3 3 2 4 4 2

4 4 4 3 3 3 4 3 2 5 4 4 3 1 4 3 5 5 5 4 4 3 3 5 4 3 4

4 4 4 3 3 2 3 3 4 4 3 4 4 4 3 4 4 3 3 4 4 3 4 4 4 4 4

4 4 4 3 5 3 4 3 3 3 3 4 4 4 3 2 3 4 4 4 3 4 2 2 4 3 4

61

4 1 1 1 1 3 4 3 4 4 2 2 2 3 3 3 3 4 1 3 3 2 2 2 2 2 2

3 3 5 3 1 2 4 5 4 3 5 5 4 4 5 3 4 5 5 5 4 4 4 3 4 4 1

4 4 4 3 4 3 5 4 4 4 4 5 5 4 4 4 5 4 4 4 5 5 4 3 4 4 3

4 4 5 4 4 4 4 4 4 3 4 4 2 4 4 2 3 4 5 3 4 4 4 3 4 4 4

4 5 4 3 2 3 5 5 5 5 4 5 5 5 4 5 5 5 5 5 5 4 5 5 5 5 4

3 4 4 3 2 3 3 3 3 3 3 4 4 4 3 3 4 3 4 3 3 2 2 3 3 4 2

2 4 3 3 4 3 2 2 2 2 2 3 3 2 2 3 4 3 3 4 3 3 4 2 2 3 1

3 5 5 2 1 1 5 4 4 4 2 3 4 4 4 4 3 4 2 3 4 4 3 4 4 4 4

4 5 5 1 2 4 5 5 3 5 4 5 4 1 5 3 5 5 3 5 4 4 5 5 4 5 4

4 4 3 3 3 4 5 4 5 4 5 4 4 4 3 3 2 4 4 3 2 3 4 5 5 3 2

4 3 5 4 2 3 3 3 3 3 3 5 4 4 3 4 5 5 4 4 5 4 5 4 4 5 4

4 2 2 2 4 2 4 4 4 2 2 4 2 2 2 2 4 2 4 4 2 2 2 2 2 4 3

62

INTERVAL DATA

Perceived Prestige Perceived Value Perceived Quality Influence From Other

2 3 4 2 1 1 3 2 4 3 4 1 2 2 3 1 4 4 2 2 2 1 1 2 2 3. 1.000 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 6 3 4 9 0 6 8 9 0 0 8 9 6 3 0 6 4 1 6 9 7 0 8 8 0 6 6 4 6 6 0 7 4 2 1 5 5 1 7 0 0 7 7 6 6 7 4 0 3 6

0 0 8 1 4 0 3 0 0 5 2 8 7 3 9 0 1 7 9 1 4 5 0 7 6

3 2 4 1 2 3 2 3 3 4 2 3 5 3 3 3 4 4 2 2 2 2 1 4 3 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 5 3 6 7 1 7 8 7 1 9 7 0 7 3 2 6 4 1 6 0 7 0 5 8 6 0 6 4 8 0 1 1 3 3 1 7 5 7 4 0 5 7 7 6 6 2 4 0 8 9

7 6 8 0 0 1 3 5 8 0 4 6 2 2 9 0 1 7 9 1 3 8 0 6 2

4 4 4 4 1 3 4 2 3 4 4 5 5 4 4 5 4 4 4 5 4 3 4 4 5 1. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 00 5 9 3 4 9 1 7 8 7 1 0 0 0 9 4 4 6 4 0 0 9 8 1 5 1 0 8 8 4 6 6 1 9 4 3 1 5 2 7 7 2 5 7 7 9 4 4 9 1 8 1

2 3 8 0 4 1 6 0 8 0 2 6 2 8 7 1 1 7 9 2 2 2 0 6 4

3 2 3 1 1 1 2 2 3 3 2 3 3 3 4 3 3 3 1 1 1 1 1 3 3 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 5 0 0 0 0 7 8 7 0 9 7 8 7 4 2 5 3 0 0 0 0 9 6 8 0 0 6 8 0 0 0 1 4 3 1 7 5 7 4 2 5 4 0 0 0 0 0 7 7 9

7 6 8 0 0 0 3 0 8 5 4 6 1 2 7 0 2 6 0 0 0 0 5 3 2

3 4 3 4 4 3 4 2 3 2 2 3 5 4 2 4 4 4 3 2 3 2 2 2 3 4. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 9 0 4 3 1 7 8 7 0 9 7 0 9 1 3 6 4 0 6 8 7 9 8 8 6 0 8 8 6 8 1 9 4 3 6 7 5 7 7 5 4 7 7 0 6 8 4 2 3 9 7 3 8 0 8 1 6 0 8 8 4 6 2 8 4 8 1 7 2 1 2 8 8 7 2

2 1 2 1 2 2 1 1 1 1 2 2 2 2 2 3 2 2 2 2 2 2 1 1 2 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 7 1 6 7 1 7 8 9 0 0 6 9 6 1 2 6 2 1 6 9 7 9 9 8 0 6 9 6 8 0 1 9 8 2 0 6 9 1 7 5 5 7 8 6 6 7 4 7 3 6

0 1 5 0 0 7 1 4 5 0 0 8 7 3 4 0 4 9 9 1 4 8 5 9 6

3 3 1 3 3 2 3 3 3 1 2 3 2 3 5 4 4 3 3 3 3 3 4 2 3 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 6 0 4 4 1 6 8 7 0 9 7 0 7 5 3 6 3 0 8 8 8 1 8 8 6

0 6 0 5 2 1 7 3 3 0 7 5 6 4 4 4 7 0 0 0 8 9 1 3 9

7 0 0 3 6 7 3 5 8 0 4 6 9 2 8 8 1 6 2 6 2 2 0 7 2

2 2 3 2 1 2 3 2 2 2 2 3 3 2 3 4 2 3 2 2 3 2 2 1 2 2. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 5 0 4 9 1 6 8 7 0 0 7 8 6 3 3 6 3 1 6 8 7 9 9 8 5 6 6 8 6 6 1 7 4 6 6 6 5 7 7 0 4 7 0 6 6 8 4 2 3 6

0 6 8 1 4 7 3 0 6 8 0 6 1 3 9 8 4 6 9 1 2 8 8 9 6

63

2 2 4 1 3 2 4 1 2 2 2 2 2 2 3 3 2 2 4 5 4 5 2 2 2 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 1 5 3 6 4 1 7 8 7 0 9 6 9 6 3 2 6 2 0 0 9 1 9 8 8 6 6 6 4 8 2 1 9 8 6 6 7 9 1 7 0 5 7 8 9 4 4 1 2 3 6 0 6 8 0 6 7 6 4 6 8 4 8 7 3 9 0 4 9 9 2 2 4 8 7 6

1 2 1 3 4 4 1 1 1 1 1 2 1 1 3 3 2 1 1 2 2 2 1 1 1 1. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 00 0 5 0 4 3 9 0 8 9 0 0 6 0 7 3 2 6 0 0 6 0 7 9 9 9 0 0 6 0 5 8 5 0 8 2 0 0 9 0 9 0 5 7 0 0 6 2 4 7 3 6

0 6 0 3 8 3 0 4 5 0 0 8 0 5 9 0 4 0 0 1 3 8 5 9 3

2 3 3 2 2 3 2 2 2 3 2 3 3 2 3 2 3 3 4 1 3 2 1 1 1 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 1 6 0 4 7 1 7 8 7 0 9 7 8 6 3 1 5 3 0 6 8 7 0 9 9 6 6 6 8 6 0 1 1 4 6 1 7 5 7 7 0 1 4 0 9 9 8 4 0 3 6

0 0 8 1 0 1 3 0 6 5 4 6 1 3 9 3 2 6 9 0 2 8 0 9 3

3 2 1 2 3 4 4 2 4 2 1 3 5 4 3 5 4 4 3 3 2 5 4 1 2 4. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 5 6 4 4 9 7 8 9 0 0 7 0 9 3 4 6 4 0 8 9 1 1 0 8 6 0 6 5 6 2 5 9 4 2 6 0 5 7 7 0 5 7 7 0 0 7 1 1 0 6

7 6 0 1 6 3 6 0 0 8 0 6 2 8 9 1 1 7 2 6 4 4 0 0 6

2 3 4 1 1 1 2 1 1 3 2 3 2 2 4 3 4 4 3 2 2 3 1 1 1 2. 1.000 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 6 3 0 9 0 7 0 9 0 0 7 9 6 4 2 6 4 0 6 9 8 9 9 9 5

6 6 4 0 6 0 1 0 2 1 6 5 1 7 2 5 7 7 0 6 7 9 7 3 6

0 0 8 0 4 0 3 0 5 5 0 6 7 3 7 0 1 7 2 1 4 2 5 9 3

3 3 3 3 4 4 3 2 2 4 2 5 5 3 4 5 4 3 3 3 4 5 2 2 2 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 6 0 4 3 0 6 8 7 1 9 0 0 7 4 4 6 3 0 8 9 1 9 8 8 6 0 6 8 5 8 2 7 4 6 1 7 2 7 4 2 5 7 0 0 0 4 1 2 3 6

7 0 8 3 8 9 3 0 6 0 4 6 2 2 7 1 1 6 2 6 2 4 8 7 6

2 3 3 2 3 3 3 2 2 3 1 3 3 3 3 3 1 3 3 2 2 2 2 2 2 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 1 6 0 4 4 1 6 8 7 0 0 7 8 7 3 2 8 3 0 6 9 7 9 8 8 6 6 6 8 6 2 1 7 4 6 1 0 5 7 4 0 5 5 0 0 6 7 4 2 3 6

0 0 8 1 6 1 3 0 6 5 0 6 1 2 9 0 8 6 2 1 4 8 8 7 6

3 4 4 2 1 4 4 4 3 2 1 5 2 3 3 4 3 3 4 3 4 2 4 2 1 1. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 63 3 9 3 4 9 0 7 9 7 0 0 0 9 7 3 3 5 3 0 8 9 7 1 8 9 0

0 8 4 6 6 2 9 2 3 6 0 2 1 4 0 4 4 0 9 0 4 4 1 3 6

7 3 8 1 4 9 6 0 8 8 0 6 7 2 9 8 2 6 9 6 2 8 0 7 3

3 3 4 3 3 3 4 3 3 2 2 5 2 2 3 3 4 4 4 3 3 2 2 2 3 4. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 6 3 4 4 1 7 8 7 0 0 0 0 6 3 2 6 4 0 8 8 7 9 8 8 6 0 6 4 5 2 1 9 3 3 6 6 2 6 7 0 5 7 7 9 0 8 4 2 3 9

7 0 8 3 6 1 6 5 8 8 0 6 9 3 9 0 1 7 9 6 2 8 8 7 2

2 3 3 2 1 2 4 3 2 3 2 2 3 3 3 3 3 2 3 3 2 2 1 2 2 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23

1 6 0 4 9 1 7 8 7 0 0 6 8 7 3 2 5 2 0 8 9 7 9 8 8 0

64

6 6 8 6 6 1 9 3 6 1 6 9 7 4 0 5 4 8 0 0 7 4 7 3 6

0 0 8 1 4 7 6 5 6 5 0 8 1 2 9 0 2 9 2 6 4 8 5 7 6

2 3 4 2 3 3 3 3 3 1 2 2 3 2 3 4 3 3 4 3 3 2 2 2 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 6 3 4 4 1 6 8 7 0 9 6 8 6 3 3 5 3 0 8 8 7 9 8 8 0 6 6 4 6 2 1 7 3 3 0 7 9 7 7 0 4 4 0 9 0 8 4 2 3 9

0 0 8 1 6 1 3 5 8 0 4 8 1 3 9 8 2 6 9 6 2 8 8 7 2

2 1 2 3 2 4 3 3 3 2 2 3 2 3 4 3 3 3 3 3 3 2 2 3 3 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 7 1 4 7 0 6 8 7 0 9 7 9 7 4 2 5 3 0 8 8 7 9 6 8 0

6 9 6 5 0 2 7 3 3 6 7 5 1 4 2 5 4 0 0 0 8 4 2 7 9

0 1 5 3 0 9 3 5 8 8 4 6 7 2 7 0 2 6 2 6 2 8 8 3 2

2 3 3 3 1 2 2 2 2 2 2 2 2 1 3 3 2 3 3 3 3 2 1 2 1 2. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 6 0 4 9 1 7 8 7 0 0 6 9 7 3 2 6 3 0 8 8 7 0 8 0 5 6 6 8 5 6 1 1 4 6 6 6 9 1 9 0 5 7 0 0 0 8 4 0 3 0

0 0 8 3 4 7 3 0 6 8 0 8 7 5 9 0 4 6 2 6 2 8 0 7 0

3 4 3 2 1 2 3 4 4 3 4 3 5 3 4 3 3 4 4 3 3 3 2 2 2 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 9 0 4 9 1 6 9 9 0 0 7 0 7 4 2 5 4 0 8 8 8 9 8 8 0 0 8 8 6 6 1 7 2 2 1 5 5 7 4 2 5 4 7 9 0 8 9 2 3 6

7 3 8 1 4 7 3 0 0 5 2 6 2 2 7 0 2 7 9 6 2 2 8 7 6

2 3 2 1 2 1 1 1 1 1 2 2 2 3 2 2 2 2 2 2 2 1 1 1 2 2. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 6 1 0 7 0 7 8 9 0 0 6 9 7 1 1 6 2 1 6 0 7 9 9 8 5

6 6 6 0 0 0 9 8 2 0 6 9 1 4 5 1 7 8 6 6 2 4 7 3 6 0 0 5 0 0 0 1 4 5 0 0 8 7 2 4 3 4 9 9 1 3 5 5 9 6

2 3 3 3 1 3 3 2 2 3 2 3 2 2 3 4 3 3 3 3 2 2 1 4 3 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 1 6 0 4 9 1 6 8 7 0 0 7 9 6 3 3 5 3 0 8 9 7 9 5 8 6 6 6 8 5 6 1 7 4 6 1 6 5 1 7 0 4 4 0 0 0 7 4 7 8 9

0 0 8 3 4 1 3 0 6 5 0 6 7 3 9 8 2 6 2 6 4 8 5 6 2

2 2 2 2 1 3 2 2 3 2 1 3 3 2 3 3 3 2 3 2 4 3 2 2 2 2. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 5 1 4 0 1 7 8 7 0 0 7 8 6 3 2 5 2 0 6 9 8 9 8 8 5 6 6 6 6 0 1 1 4 3 6 0 5 7 7 0 5 4 8 0 6 4 9 2 3 6

0 6 5 1 0 1 3 0 8 8 0 6 1 3 9 0 2 9 2 1 2 2 8 7 6

3 2 3 1 1 2 3 3 3 2 2 3 3 3 3 4 2 2 2 2 2 2 2 3 3 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 5 0 0 9 1 6 8 7 0 0 7 8 7 3 3 6 2 1 6 9 7 9 6 8 0

0 6 8 0 6 1 7 3 3 6 6 5 7 4 0 4 7 8 6 6 7 4 2 7 9

7 6 8 0 4 7 3 5 8 8 0 6 1 2 9 8 4 9 9 1 4 8 8 3 2

1 3 3 3 3 4 2 3 2 1 1 3 3 3 2 2 4 4 4 2 3 3 1 1 1 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 0 6 0 4 4 0 7 8 7 0 0 7 8 7 1 1 6 4 0 6 8 8 9 9 9 6 0 6 8 5 2 2 1 3 6 0 0 5 7 4 5 1 7 7 9 6 8 9 7 3 6

0 0 8 3 6 9 3 5 6 0 0 6 1 2 4 3 1 7 9 1 2 2 5 9 3

132

65

2 2 3 2 3 2 3 2 2 3 2 3 3 2 3 4 4 3 4 3 3 3 1 2 2 2. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 28 1 5 0 4 4 1 6 8 7 0 0 7 8 6 3 3 6 3 0 8 8 8 9 8 8 5 6 6 8 6 2 1 7 4 6 1 6 5 7 7 0 4 7 0 9 0 8 9 7 3 6 0 6 8 1 6 7 3 0 6 5 0 6 1 3 9 8 1 6 9 6 2 2 5 7 6

3 4 3 4 2 2 2 2 3 1 2 3 3 4 2 3 4 4 4 2 3 3 2 2 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 9 0 4 7 1 7 8 7 0 0 7 8 9 1 2 6 4 0 6 8 8 9 8 8 0 0 8 8 6 0 1 1 4 3 0 6 5 7 7 5 5 7 7 9 6 8 9 2 3 9

7 3 8 0 0 7 3 0 8 0 0 6 1 8 4 0 1 7 9 1 2 2 8 7 2

3 3 3 2 1 2 3 1 3 1 2 3 3 3 2 2 4 3 4 3 3 3 2 2 3 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 6 0 4 9 1 6 8 7 0 0 7 8 7 1 1 6 3 0 8 8 8 9 8 8 6 0 6 8 6 6 1 7 8 3 0 6 5 7 4 5 1 7 0 9 0 8 9 2 3 9

7 0 8 1 4 7 3 4 8 0 0 6 1 2 4 3 1 6 9 6 2 2 8 7 2

4 3 4 4 2 3 4 4 4 3 4 5 3 4 5 4 4 4 4 3 4 3 4 4 5 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 5 6 3 4 7 1 7 9 9 0 0 0 8 9 5 3 6 4 0 8 9 8 1 5 1 6 8 6 4 6 0 1 9 2 2 1 5 2 7 7 4 4 7 7 9 0 4 9 1 8 1

2 0 8 0 0 1 6 0 0 5 2 6 1 8 8 8 1 7 9 6 2 2 0 6 4

3 3 3 2 3 3 2 3 2 3 2 3 3 3 4 3 4 4 3 5 4 3 2 3 2 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 4 1 7 8 7 0 9 7 8 7 4 2 6 4 0 0 9 8 9 6 8 0

0 6 8 6 2 1 1 3 6 1 7 5 7 4 2 5 7 7 0 4 4 9 2 7 6

7 0 8 1 6 1 3 5 6 5 4 6 1 2 7 0 1 7 2 2 2 2 8 3 6

2 4 3 4 3 3 3 3 3 3 2 1 2 2 4 4 2 2 2 2 2 3 2 3 3 3. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 9 0 4 4 1 6 8 7 0 9 8 0 6 4 3 6 2 1 6 9 8 9 6 8 0 6 8 8 6 2 1 7 3 3 1 7 5 6 7 2 4 7 8 6 6 7 9 2 7 9

0 3 8 0 6 1 3 5 8 5 4 8 9 3 7 8 4 9 9 1 4 2 8 3 2

2 4 4 2 1 2 2 2 2 2 2 1 2 2 4 4 2 2 1 1 2 2 1 1 2 1. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 63 1 9 3 4 0 1 7 8 7 0 0 8 0 6 4 3 6 2 0 0 9 7 9 0 8 0 6 8 4 6 0 1 1 4 6 6 6 5 6 7 2 4 7 8 0 0 7 4 7 0 6

0 3 8 1 0 7 3 0 6 8 0 8 9 3 7 8 4 9 0 0 4 8 5 0 6

3 3 4 3 4 3 3 4 4 4 4 3 5 4 4 3 3 4 4 3 2 3 1 3 2 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 6 3 4 3 1 6 9 9 1 0 7 0 9 4 2 5 4 0 8 9 8 9 6 8 6

0 6 4 5 8 1 7 2 2 1 5 5 7 7 2 5 4 7 9 0 7 9 7 7 6

7 0 8 3 8 1 3 0 0 0 2 6 2 8 7 0 2 7 9 6 4 2 5 3 6

3 3 4 2 2 3 3 3 3 2 2 3 3 3 3 3 3 3 3 3 3 2 2 3 2 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 3 4 7 1 6 8 7 0 0 7 8 7 3 2 5 3 0 8 8 7 9 6 8 0 0 6 4 6 0 1 7 3 3 6 6 5 7 4 0 5 4 0 0 0 8 4 2 7 6

7 0 8 1 0 1 3 5 8 8 0 6 1 2 9 0 2 6 2 6 2 8 8 3 6

2 3 3 3 4 3 3 1 2 4 2 3 3 3 3 3 3 3 3 2 2 3 1 3 3 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23

1 6 0 4 3 1 6 8 7 1 0 7 8 7 3 2 5 3 0 6 9 8 9 6 8 0

133

66

6 6 8 5 8 1 7 8 6 1 6 5 7 4 0 5 4 0 0 6 7 9 7 7 9

0 0 8 3 8 1 3 4 6 0 0 6 1 2 9 0 2 6 2 1 4 2 5 3 2

1 1 3 3 3 3 2 2 1 1 1 2 2 3 4 4 3 3 2 1 2 2 2 3 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 0 7 0 4 4 1 7 8 0 0 0 6 9 7 4 3 5 3 1 6 0 7 9 6 8 0 0 9 8 5 2 1 1 4 0 0 0 9 1 4 2 4 4 0 6 9 2 4 2 7 9

0 1 8 3 6 1 3 0 0 0 0 8 7 2 7 8 2 6 9 0 3 8 8 3 2

2 3 1 1 4 2 2 2 2 2 1 3 3 2 2 2 4 3 3 2 2 2 1 1 1 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 6 6 0 3 1 7 8 7 0 0 7 8 6 1 1 6 3 0 6 9 7 9 0 9 0

6 6 5 0 8 1 1 4 6 6 0 5 7 7 5 1 7 0 0 6 7 4 7 0 6

0 0 0 0 8 7 3 0 6 8 0 6 1 3 4 3 1 6 2 1 4 8 5 0 3

3 3 3 2 2 3 3 3 2 3 2 2 3 2 3 3 3 2 3 2 4 3 2 2 2 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 7 1 6 8 7 0 0 6 8 6 3 2 5 2 0 6 9 8 9 8 8 0 0 6 8 6 0 1 7 3 6 1 6 9 7 7 0 5 4 8 0 6 4 9 2 3 6

7 0 8 1 0 1 3 5 6 5 0 8 1 3 9 0 2 9 2 1 2 2 8 7 6

4 4 2 2 2 2 3 3 1 3 2 2 3 3 2 4 3 2 1 2 3 3 2 2 2 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 5 9 1 4 7 1 6 8 9 0 9 6 8 7 1 3 5 2 5 6 8 8 9 8 8 6 8 8 6 6 0 1 7 3 2 1 7 9 7 4 5 4 4 8 8 6 8 9 2 3 6

2 3 5 1 0 7 3 5 5 5 4 8 1 2 4 8 2 9 2 1 2 2 8 7 6

3 3 3 2 2 2 2 2 3 2 2 3 2 1 3 2 2 3 2 2 2 1 1 2 2 2. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 28 3 6 0 4 7 1 7 8 7 0 9 7 9 7 3 1 6 3 1 6 0 0 9 8 8 5

0 6 8 6 0 1 1 4 3 6 7 5 1 9 0 1 7 0 6 6 2 0 7 3 6 7 0 8 1 0 7 3 0 8 8 4 6 7 5 9 3 4 6 9 1 3 0 5 7 6

2 4 1 1 2 1 4 3 3 2 2 2 3 2 3 3 1 2 2 2 2 2 1 1 2 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 9 6 0 7 0 7 8 7 0 9 6 8 6 3 2 8 2 1 6 9 7 0 9 8 0 6 8 5 0 0 0 9 3 3 6 7 9 7 7 0 5 5 8 6 6 7 4 0 3 6

0 3 0 0 0 0 6 5 8 8 4 8 1 3 9 0 8 9 9 1 4 8 0 9 6

2 3 3 2 2 2 3 2 3 2 2 3 3 3 4 3 2 3 4 3 2 2 2 2 3 4. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 44 1 6 0 4 7 1 6 8 7 0 0 7 8 7 4 2 6 3 0 8 9 7 9 8 8 6 6 6 8 6 0 1 7 4 3 6 6 5 7 4 2 5 7 0 9 0 7 4 2 3 9

0 0 8 1 0 7 3 0 8 8 0 6 1 2 7 0 4 6 9 6 4 8 8 7 2

1 2 2 2 3 3 2 1 1 2 2 1 2 2 1 3 3 3 2 3 2 2 1 2 2 2. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 28 0 5 1 4 4 1 7 8 9 0 0 8 9 6 0 2 5 3 1 8 0 7 9 8 8 5

0 6 6 6 2 1 1 8 2 6 6 5 1 7 0 5 4 0 6 0 2 4 7 3 6

0 6 5 1 6 1 3 4 5 8 0 8 7 3 0 0 2 6 9 6 3 8 5 7 6

4 2 3 1 1 4 3 4 3 3 2 5 2 2 4 3 3 4 2 3 2 3 4 3 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 5 5 0 0 9 0 6 9 7 0 0 0 9 6 4 2 5 4 1 8 9 8 1 6 8 0 8 6 8 0 6 2 7 2 3 1 6 2 1 7 2 5 4 7 6 0 7 9 1 7 9

2 6 8 0 4 9 3 0 8 5 0 6 7 3 7 0 2 7 9 6 4 2 0 3 2

134

67

3 3 3 1 1 2 2 3 3 3 2 3 5 2 3 4 3 3 2 2 2 3 2 3 2 2. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 28 3 6 0 6 9 1 7 8 7 0 9 7 0 6 3 3 5 3 1 6 9 8 9 6 8 5 0 6 8 8 6 1 1 3 3 1 7 5 7 7 0 4 4 0 6 6 7 9 2 7 6 7 0 8 0 4 7 3 5 8 5 4 6 2 3 9 8 2 6 9 1 4 2 8 3 6

4 2 4 2 1 2 4 2 2 2 4 2 2 1 2 5 1 2 4 5 4 2 4 2 3 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 5 5 3 4 0 1 7 8 7 0 0 6 0 7 1 4 8 2 0 0 9 7 1 8 8 6 8 6 4 6 0 1 9 4 6 6 5 9 6 9 5 5 5 8 9 4 4 4 1 3 9

2 6 8 1 0 7 6 0 6 8 2 8 9 5 4 1 8 9 9 2 2 8 0 7 2

1 3 4 4 2 2 1 1 1 3 1 1 2 3 4 3 1 2 3 1 4 5 4 1 1 4. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 44 0 6 3 4 7 1 7 0 9 0 0 0 9 7 4 2 8 2 0 6 9 1 1 0 0 6 0 6 4 6 0 1 9 0 2 1 0 0 1 4 2 5 5 8 0 9 4 1 1 0 0

0 0 8 0 0 7 1 0 5 5 0 0 7 2 7 0 8 9 2 0 2 4 0 0 0

4 3 3 3 4 4 4 3 4 4 1 5 2 3 3 4 4 3 3 3 4 5 2 3 5 3. 4.536 . . . . . . . . . . . . . . . . . . . . . . . . . 23 5 6 0 4 3 9 7 8 9 1 0 0 9 7 3 3 6 3 0 8 9 1 9 6 1 0 8 6 8 5 8 5 9 3 2 1 0 2 1 4 0 4 7 0 0 0 4 1 2 7 1

2 0 8 3 8 3 6 5 0 0 0 6 7 2 9 8 1 6 2 6 2 4 8 3 4

4 4 3 3 3 4 4 4 4 4 2 3 5 4 3 2 2 3 1 2 3 3 2 3 1 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 5 9 0 4 4 0 7 9 9 1 9 7 0 9 3 1 6 3 5 6 8 8 9 6 9 0

8 8 8 5 2 2 9 2 2 1 7 5 7 7 0 1 7 0 8 6 8 9 2 7 6

2 3 8 3 6 9 6 0 0 0 4 6 2 8 9 3 4 6 2 1 2 2 8 3 3

3 3 3 3 2 4 2 3 3 2 2 2 3 2 4 3 3 1 4 3 3 3 1 4 5 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 7 0 7 8 7 0 9 6 8 6 4 2 5 0 0 8 8 8 9 5 1 0 0 6 8 5 0 2 1 3 3 6 7 9 7 7 2 5 4 0 9 0 8 9 7 8 1

7 0 8 3 0 9 3 5 8 8 4 8 1 3 7 0 2 0 9 6 2 2 5 6 4

2 3 2 3 2 2 2 2 1 3 1 2 2 2 3 4 3 2 1 1 2 2 1 2 2 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 6 1 4 7 1 7 8 0 0 0 6 0 6 3 3 5 2 0 6 9 7 0 8 8 0 6 6 6 5 0 1 1 4 0 1 0 9 6 7 0 4 4 8 0 9 7 4 0 3 6

0 0 5 3 0 7 3 0 0 5 0 8 9 3 9 8 2 9 0 0 4 8 0 7 6

3 3 3 2 3 4 4 3 2 3 2 3 2 3 3 4 3 4 2 3 3 3 2 4 3 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 4 0 7 8 7 0 9 7 9 7 3 3 5 4 1 8 8 8 9 5 8 0

0 6 8 6 2 2 9 3 6 1 7 5 1 4 0 4 4 7 6 0 8 9 2 8 9

7 0 8 1 6 9 6 5 6 5 4 6 7 2 9 8 2 7 9 6 2 2 8 6 2

3 3 2 3 4 3 3 3 3 3 2 2 3 2 3 3 1 2 3 3 2 2 1 1 3 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 1 4 3 1 6 8 7 0 0 6 8 6 3 2 0 2 0 8 9 7 9 9 8 0 0 6 6 5 8 1 7 3 3 1 6 9 7 7 0 5 0 8 0 0 7 4 7 3 9

7 0 5 3 8 1 3 5 8 5 0 8 1 3 9 0 0 9 2 6 4 8 5 9 2

3 3 3 2 2 3 3 2 1 4 2 3 2 1 4 3 4 4 4 3 3 2 1 4 3 2. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 28

3 6 0 4 7 1 6 8 9 1 9 7 9 0 4 2 6 4 0 8 8 7 9 5 8 5

135

68

0 6 8 6 0 1 7 4 2 1 7 5 1 0 2 5 7 7 9 0 8 4 7 8 9

7 0 8 1 0 1 3 0 5 0 4 6 7 0 7 0 1 7 9 6 2 8 5 6 2

3 3 3 2 2 2 2 2 3 3 2 3 3 3 3 4 3 2 2 3 3 2 2 3 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 7 1 7 8 7 0 0 7 8 7 3 3 5 2 1 8 8 7 9 6 8 0 0 6 8 6 0 1 1 4 3 1 6 5 7 4 0 4 4 8 6 0 8 4 2 7 9

7 0 8 1 0 7 3 0 8 5 0 6 1 2 9 8 2 9 9 6 2 8 8 3 2

3 3 3 2 4 3 3 2 2 2 2 3 3 3 3 2 2 3 3 3 2 3 1 1 3 2. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 28 3 6 0 4 3 1 6 8 7 0 0 7 8 7 3 1 6 3 0 8 9 8 0 9 8 5

0 6 8 6 8 1 7 4 6 6 6 5 7 4 0 1 7 0 0 0 7 9 0 3 9

7 0 8 1 8 1 3 0 6 8 0 6 1 2 9 3 4 6 2 6 4 2 0 9 2

3 1 1 1 1 3 3 2 3 3 1 1 2 2 3 3 2 3 1 2 2 1 1 1 1 1. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 63 3 0 0 0 0 1 6 8 7 0 0 8 0 6 3 2 6 3 0 6 9 7 0 9 9 0 0 0 0 0 0 1 7 4 3 1 0 5 6 7 0 5 7 0 0 6 7 4 0 3 6

7 0 0 0 0 1 3 0 8 5 0 8 9 3 9 0 4 6 0 1 4 5 0 9 3

2 2 4 2 1 2 3 4 3 2 4 5 3 3 5 3 3 4 4 5 3 3 2 2 3 3. 1.000 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 5 3 4 0 1 6 9 7 0 0 0 8 7 5 2 5 4 0 0 8 8 9 8 8 0 6 6 4 6 0 1 7 2 3 6 5 2 7 4 4 5 4 7 9 4 8 9 2 3 9

0 6 8 1 0 7 3 0 8 8 2 6 1 2 8 0 2 7 9 2 2 2 8 7 2

3 3 3 2 3 3 4 3 3 3 2 5 5 3 4 4 4 3 3 3 4 5 2 2 3 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 0 4 4 1 7 8 7 0 9 0 0 7 4 3 6 3 0 8 9 1 9 8 8 0

0 6 8 6 2 1 9 3 3 1 7 2 7 4 2 4 7 0 0 0 4 1 2 3 9 7 0 8 1 6 1 6 5 8 5 4 6 2 2 7 8 1 6 2 6 2 4 8 7 2

3 3 4 3 3 4 3 3 3 2 2 3 2 3 4 2 2 3 4 2 3 3 2 2 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 6 3 4 4 0 6 8 7 0 9 7 0 7 4 1 6 3 0 6 8 8 9 8 8 0 0 6 4 5 2 2 7 3 3 6 7 5 6 4 2 1 7 0 9 6 8 9 2 3 9

7 0 8 3 6 9 3 5 8 8 4 6 9 2 7 3 4 6 9 1 2 2 8 7 2

3 4 3 2 1 3 4 4 4 4 2 5 5 4 4 5 4 4 4 5 4 3 4 4 5 4. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 9 0 4 9 1 7 9 9 1 9 0 0 9 4 4 6 4 0 0 9 8 1 5 1 6 0 8 8 6 6 1 9 2 2 1 7 2 7 7 2 5 7 7 9 4 4 9 1 8 1

7 3 8 1 4 1 6 0 0 0 4 6 2 8 7 1 1 7 9 2 2 2 0 6 4

2 3 3 2 1 3 2 2 2 2 2 3 3 3 3 3 3 2 3 2 2 1 1 2 2 3. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 6 0 4 9 1 7 8 7 0 0 7 8 7 3 2 5 2 0 6 9 7 0 8 8 0

6 6 8 6 6 1 1 4 6 6 6 5 7 4 0 5 4 8 0 6 7 4 0 3 6

0 0 8 1 4 1 3 0 6 8 0 6 1 2 9 0 2 9 2 1 4 5 0 7 6

1 3 2 2 3 3 1 1 1 1 1 2 2 1 2 3 3 2 2 3 2 2 2 1 1 2. 1.000 . . . . . . . . . . . . . . . . . . . . . . . . . 28 0 6 1 4 4 1 7 8 9 0 0 6 9 7 1 2 5 2 1 8 9 7 9 9 9 5 0 6 6 6 2 1 9 8 2 0 0 9 1 9 5 5 4 8 6 0 7 4 2 3 6

0 0 5 1 6 1 1 4 5 0 0 8 7 5 4 0 2 9 9 6 4 8 8 9 3

136

69

2 4 4 1 1 1 4 3 3 3 1 2 3 3 4 4 2 3 1 2 3 3 1 3 3 3. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 23 1 9 3 6 0 0 7 8 7 0 0 6 8 7 4 3 6 3 5 6 8 8 9 6 8 0 6 8 4 8 0 0 9 3 3 1 0 9 7 4 2 4 7 0 8 6 8 9 7 7 9 0 3 8 0 0 0 6 5 8 5 0 8 1 2 7 8 4 6 2 1 2 2 5 3 2

3 4 4 1 1 4 4 4 2 4 2 5 3 1 5 3 4 4 2 5 3 3 4 4 3 4. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 9 3 0 9 0 7 9 7 1 9 0 8 0 5 2 6 4 1 0 8 8 1 5 8 6 0 8 4 0 6 2 9 2 6 1 7 2 7 0 4 5 7 7 6 4 8 9 1 8 9

7 3 8 0 4 9 6 0 6 0 4 6 1 0 8 0 1 7 9 2 2 2 0 6 2

3 3 2 2 2 4 4 3 4 3 4 3 3 3 3 3 1 3 3 2 2 2 2 4 5 2. 1.939 . . . . . . . . . . . . . . . . . . . . . . . . . 28 3 6 1 4 7 0 7 8 9 0 0 7 8 7 3 2 8 3 0 6 0 7 9 5 1 5 0 6 6 6 0 2 9 3 2 1 5 5 7 4 0 5 5 0 0 6 2 4 2 8 1

7 0 5 1 0 9 6 5 0 5 2 6 1 2 9 0 8 6 2 1 3 8 8 6 4

3 2 4 3 1 3 2 2 2 2 2 5 3 3 3 4 4 4 3 3 4 3 4 3 3 4. 3.527 . . . . . . . . . . . . . . . . . . . . . . . . . 44 3 5 3 4 9 1 7 8 7 0 0 0 8 7 3 3 6 4 0 8 9 8 1 6 8 6 0 6 4 5 6 1 1 4 6 6 6 2 7 4 0 4 7 7 0 0 4 9 1 7 9

7 6 8 3 4 1 3 0 6 8 0 6 1 2 9 8 1 7 2 6 2 2 0 3 2

3 1 1 1 3 2 3 3 3 1 1 3 2 1 2 2 3 1 3 3 2 1 1 1 1 3. 2.727 . . . . . . . . . . . . . . . . . . . . . . . . . 23 3 7 6 6 4 1 6 8 7 0 0 7 0 7 1 1 5 4 0 8 0 7 0 9 9 0

0 9 5 8 2 1 7 3 3 0 0 5 6 9 5 1 4 8 0 0 2 4 0 3 6

7 1 0 0 6 7 3 5 8 0 0 6 9 5 4 3 2 2 2 6 3 5 0 9 3

137

70

APPENDIX C

Normality test Q

Perceived Prestige

Perceived Value

138

71

Perceived Quality

Influence from Other

139

72

Appendix D Factor Analysis

Correlation Matrix

Correlation Matrixa

PP PP PP PP PP PP PV PV PV PV PV PV PV PV PV PV P P P P P P P IO IO

1 2 3 6 7 8 1 2 3 4 5 6 7 8 9 10 Q1 Q2 Q3 Q4 Q5 Q6 Q7 1 2

Sig. PP .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .01 .12 .00 .00 .05 .00 .00 .00 .1 .2

(1- 1 46 93 51 00 00 00 00 00 00 08 07 91 22 50 2 0 2 3 2 1 0 0 08 71

taile PP .0 .0 .3 .0 .0 .0 .0 .0 .2 .0 .0 .1 .2 .2 .09 .15 .46 .01 .03 .08 .11 .16 .2 .0

d) 2 46 12 08 06 09 45 08 22 01 06 20 31 11 35 1 4 1 2 6 7 2 5 96 44

PP .0 .0 .2 .0 .0 .1 .0 .0 .0 .0 .1 .0 .2 .1 .00 .00 .06 .00 .04 .01 .00 .04 .0 .1 3 93 12 30 19 78 33 09 02 31 72 10 02 23 17 0 1 4 1 0 5 4 3 41 05

PP .0 .3 .2 .0 .0 .0 .0 .2 .0 .3 .1 .2 .0 .1 .15 .11 .02 .04 .00 .00 .02 .05 .3 .0 6 51 08 30 66 07 84 87 06 02 46 43 43 90 00 8 6 3 3 2 5 0 5 90 48

PP .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .1 .00 .00 .00 .00 .00 .00 .00 .00 .0 .3 7 00 06 19 66 00 00 00 02 00 09 07 38 03 91 3 6 0 1 8 2 1 0 16 78

PP .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .1 .1 .00 .07 .00 .03 .12 .01 .00 .00 .0 .1 8 00 09 78 07 00 00 07 01 00 05 23 00 65 74 7 4 4 8 9 5 0 2 66 78

PV .0 .0 .1 .0 .0 .0 .0 .0 .0 .0 .0 .0 .4 .1 .00 .01 .02 .11 .14 .03 .00 .00 .1 .4 1 00 45 33 84 00 00 18 00 01 00 00 20 57 70 3 2 5 3 5 2 9 1 07 77

PV .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .1 .00 .38 .16 .04 .00 .32 .00 .03 .1 .1 2 00 08 09 87 00 07 18 02 13 00 94 00 34 10 3 0 0 0 9 8 0 3 93 57

PV .0 .0 .0 .2 .0 .0 .0 .0 .0 .0 .0 .0 .3 .2 .00 .00 .00 .09 .30 .09 .00 .00 .0 .0 3 00 22 02 06 02 01 00 02 50 04 87 01 11 35 2 7 3 8 5 9 0 0 92 56

PV .0 .2 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .00 .00 .00 .00 .01 .00 .00 .00 .0 .4 4 00 01 31 02 00 00 01 13 50 00 04 05 40 00 0 0 0 3 4 0 0 0 61 08

PV .0 .0 .0 .3 .0 .0 .0 .0 .0 .0 .0 .2 .0 .0 .00 .01 .09 .03 .00 .08 .01 .04 .0 .1 5 08 06 72 46 09 05 00 00 04 00 00 43 67 08 0 8 1 8 3 9 9 9 13 08

PV .0 .0 .1 .1 .0 .0 .0 .0 .0 .0 .0 .1 .0 .0 .00 .04 .46 .04 .00 .00 .06 .00 .0 .2

6 07 20 10 43 07 23 00 94 87 04 00 42 26 33 1 1 8 6 2 3 4 4 08 71

1

73

PV .0 .1 .0 .2 .0 .0 .0 .0 .0 .0 .2 .1 .0 .1 .01 .17 .09 .02 .00 .00 .00 .00 .2 .4 7 91 31 02 43 38 00 20 00 01 05 43 42 30 68 1 7 1 9 5 5 1 3 49 93

PV .0 .2 .2 .0 .0 .1 .4 .0 .3 .0 .0 .0 .0 .1 .31 .47 .02 .00 .00 .00 .01 .00 .2 .1 8 22 11 23 90 03 65 57 34 11 40 67 26 30 20 4 7 0 1 2 0 4 1 45 48

PV .0 .2 .1 .1 .1 .1 .1 .1 .2 .0 .0 .0 .1 .1 .00 .01 .01 .00 .00 .06 .01 .04 .0 .4 9 50 35 17 00 91 74 70 10 35 00 08 33 68 20 0 0 3 8 9 3 7 8 38 55

PV .0 .0 .0 .1 .0 .0 .0 .0 .0 .0 .0 .0 .0 .3 .0 .00 .01 .05 .03 .01 .00 .02 .0 .2 10 12 91 00 58 03 07 03 03 02 00 00 01 11 14 00 4 2 7 9 1 4 4 24 42

PQ .1 .1 .0 .1 .0 .0 .0 .3 .0 .0 .0 .0 .1 .4 .0 .00 .00 .00 .00 .00 .14 .02 .0 .0 1 20 54 01 16 06 74 12 80 07 00 18 41 77 77 10 4 0 0 3 8 4 1 04 75

PQ .0 .4 .0 .0 .0 .0 .0 .1 .0 .0 .0 .4 .0 .0 .0 .01 .00 .00 .00 .00 .00 .00 .0 .4 2 02 61 64 23 00 04 25 60 03 00 91 68 91 20 13 2 0 0 2 0 2 4 93 24

PQ .0 .0 .0 .0 .0 .0 .1 .0 .0 .0 .0 .0 .0 .0 .0 .05 .00 .00 .00 .00 .10 .14 .0 .0 3 03 12 01 43 01 38 13 40 98 03 38 46 29 01 08 7 0 0 0 0 9 2 20 25

PQ .0 .0 .0 .0 .0 .1 .1 .0 .3 .0 .0 .0 .0 .0 .0 .03 .00 .00 .00 .00 .22 .09 .0 .0 4 52 36 40 02 08 29 45 09 05 14 03 02 05 02 09 9 3 2 0 0 7 2 06 43

PQ .0 .0 .0 .0 .0 .0 .0 .3 .0 .0 .0 .0 .0 .0 .0 .01 .00 .00 .00 .00 .01 .00 .0 .0 5 01 87 15 05 02 15 32 28 99 00 89 03 05 00 63 1 8 0 0 0 8 2 14 03

PQ .0 .1 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .00 .14 .00 .10 .22 .01 .00 .1 .3 6 00 12 04 20 01 00 09 00 00 00 19 64 01 14 17 4 4 2 9 7 8 0 44 88

PQ .0 .1 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .02 .02 .00 .14 .09 .00 .00 .0 .1 7 00 65 43 55 00 02 01 33 00 00 49 04 03 01 48 4 1 4 2 2 2 0 67 33

IO1 .1 .2 .0 .3 .0 .0 .1 .1 .0 .0 .0 .0 .2 .2 .0 .02 .00 .09 .02 .00 .01 .14 .06 .0 08 96 41 90 16 66 07 93 92 61 13 08 49 45 38 4 4 3 0 6 4 4 7 19

IO2 .2 .0 .1 .0 .3 .1 .4 .1 .0 .4 .1 .2 .4 .1 .4 .24 .07 .42 .02 .04 .00 .38 .13 .0 71 44 05 48 78 78 77 57 56 08 08 71 93 48 55 2 5 4 5 3 3 8 3 19

2

74

Anti-image Matrices

PP1 PP2 PP3 PP6 PP7 PP8 PV1 PV2 PV3 PV4 PV5 PV6 PV7 PV8 PV9 PV10 PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 IO1 IO2

Anti-image Covariance

PP1 .342 .049 .021 .055 -.014 -.068 -.078 -.116 -.123 -.119 .069 -.039 .145 .023 -.020 .053 .078 -.004 -.058 .008 -.064 .039 -.060 .029

-.042

PP2 .049 .629 -.033 .108 -.084 -.091 .050 -.080 -.082 .023 -.062 -.049 .051 .064 -.062 .032 .004 .069 -.042 -.015 -.047 .034 -.010 .154

-.155

PP3 .021 -.033 .541 .114 -.016 .029 .024 -.026 -.038 -.004 .008 .018 -.055 .024 .076 -.123 -.082 .058 -.089 .014 -.018 -.074 .020 -.003

-.076

PP6 .055 .108 .114 .564 .034 -.114 -.020 -.095 .056 -.073 .089 -.023 .112 .018 .015 -.002 -.052 .010 .021 -.131 -.073 -.048 -.011 .094

-.049

PP8 -.014 -.084 -.016 .034 .368 -.093 -.097 -.080 .037 -.014 .082 -.007 .090 -.097 .085 -.058 -.017 -.075 -.032 -.016 .014 .048 -.082 -.086 .076

PP9 -.068 -.091 .029 -.114 -.093 .337 -.104 .103 -.018 -.039 -.066 .036 -.153 .000 .047 -.016 .055 -.033 -.012 .039 .063 -.093 .093 -.062

-.070

PV1 -.078 .050 .024 -.020 -.097 -.104 .387 -.007 -.019 .050 -.072 -.095 -.046 .114 -.022 .001 -.047 .008 .023 .039 -.032 .052 -.047 .074

-.011

PV2 -.116 -.080 -.026 -.095 -.080 .103 -.007 .313 .016 .017 -.112 .078 -.142 -.049 .060 -.072 .064 .027 -.019 -.054 .125 -.132 .089 -.042 .016

PV3 -.123 -.082 -.038 .056 .037 -.018 -.019 .016 .401 .114 -.057 .051 -.092 .021 .042 -.065 -.088 -.039 .012 .028 -.006 -.053 -.053 -.047 .139

PV4 -.119 .023 -.004 -.073 -.014 -.039 .050 .017 .114 .324 -.098 .018 -.092 .031 -.106 -.061 -.076 -.030 .011 .060 -.045 .002 -.036 .033 .034

PV5 .069 -.062 .008 .089 .082 -.066 -.072 -.112 -.057 -.098 .371 -.150 .146 -.071 .004 .011 -.040 .008 .025 -.083 .004 .006 .013 -.055 .097

PV6 -.039 -.049 .018 -.023 -.007 .036 -.095 .078 .051 .018 -.150 .455 -.013 -.054 .038 -.090 -.020 .123 -.002 -.058 -.023 -.026 -.034 -.064 .023

PV7 .145 .051 -.055 .112 .090 -.153 -.046 -.142 -.092 -.092 .146 -.013 .421 -.032 .014 .008 .006 .049

4.248E-05

-.104 -.077 .035 -.073 .039 .049

PV8 .023 .064 .024 .018 -.097 .000 .114 -.049 .021 .031 -.071 -.054 -.032 .492 -.066 .068 .081 -.031 -.060 .031 -.150 .026 -.096 .077

-.024

PV9 -.020 -.062 .076 .015 .085 .047 -.022 .060 .042 -.106 .004 .038 .014 -.066 .446 -.207 .010 -.007 -.073 -.062 .097 -.065 -.003 -.082 .021

PV10 .053 .032 -.123 -.002 -.058 -.016 .001 -.072 -.065 -.061 .011 -.090 .008 .068 -.207 .373 -.012 -.011 .074 .024 -.084 .028 .030 .011 .025

PQ1 .078 .004 -.082 -.052 -.017 .055 -.047 .064 -.088 -.076 -.040 -.020 .006 .081 .010 -.012 .367 -.136 -.119 .012 .059 .039 -.040 -.065

-.088

PQ2 -.004 .069 .058 .010 -.075 -.033 .008 .027 -.039 -.030 .008 .123 .049 -.031 -.007 -.011 -.136 .408 -.034 -.062 -.061 -.064 .012 .033 .085

PQ3 -.058 -.042 -.089 .021 -.032 -.012 .023 -.019 .012 .011 .025 -.002

4.248E-05

-.060 -.073 .074 -.119 -.034 .325 -.121 -.070 -.005 .078 .026 -.001

PQ4 .008 -.015 .014 -.131 -.016 .039 .039 -.054 .028 .060 -.083 -.058 -.104 .031 -.062 .024 .012 -.062 -.121 .369 -.054 .075 -.033 -.053

-.034

PQ5 -.064 -.047 -.018 -.073 .014 .063 -.032 .125 -.006 -.045 .004 -.023 -.077 -.150 .097 -.084 .059 -.061 -.070 -.054 .350 -.036 .026 -.069

-.075

PQ6 .039 .034 -.074 -.048 .048 -.093 .052 -.132 -.053 .002 .006 -.026 .035 .026 -.065 .028 .039 -.064 -.005 .075 -.036 .295 -.173 .017

-.013

PQ7 -.060 -.010 .020 -.011 -.082 .093 -.047 .089 -.053 -.036 .013 -.034 -.073 -.096 -.003 .030 -.040 .012 .078 -.033 .026 -.173 .317 -.013 -

75

.057

IO1 .029 .154 -.003 .094 -.086 -.062 .074 -.042 -.047 .033 -.055 -.064 .039 .077 -.082 .011 -.065 .033 .026 -.053 -.069 .017 -.013 .678

-.150

IO4 -.042 -.155 -.076 -.049 .076 -.070 -.011 .016 .139 .034 .097 .023 .049 -.024 .021 .025 -.088 .085 -.001 -.034 -.075 -.013 -.057 -.150 .552

Anti-image Correlation

PP1 .757a .106 .049 .126 -.038 -.200 -.215 -.356 -.331 -.358 .193 -.098 .383 .057 -.052 .149 .219 -.010 -.175 .022 -.186 .123 -.182 .060

-.096

PP2 .106 .688a -.057 .181 -.175 -.198 .101 -.181 -.163 .052 -.127 -.091 .099 .115 -.118 .067 .009 .137 -.092 -.032 -.100 .078 -.023 .236

-.263

PP3 .049 -.057 .811a .206 -.037 .068 .053 -.064 -.082 -.010 .018 .037 -.115 .046 .154 -.275 -.183 .122 -.212 .032 -.041 -.186 .047 -.005

-.139

PP6 .126 .181 .206 .634a .074 -.261 -.043 -.226 .118 -.172 .195 -.045 .230 .035 .031 -.005 -.114 .021 .050 -.287 -.164 -.118 -.027 .152

-.088

PP8 -.038 -.175 -.037 .074 .817a -.263 -.257 -.237 .097 -.041 .221 -.017 .228 -.229 .209 -.157 -.045 -.194 -.092 -.045 .039 .146 -.239 -.172 .169

PP9 -.200 -.198 .068 -.261 -.263 .732a -.288 .318 -.048 -.119 -.186 .093 -.406 .000 .121 -.045 .157 -.090 -.036 .110 .184 -.296 .284 -.130

-.163

PV1 -.215 .101 .053 -.043 -.257 -.288 .824a -.021 -.047 .140 -.190 -.228 -.114 .262 -.054 .003 -.126 .019 .064 .103 -.086 .153 -.133 .145

-.025

PV2 -.356 -.181 -.064 -.226 -.237 .318 -.021 .594a .044 .054 -.330 .207 -.391 -.126 .160 -.211 .189 .076 -.061 -.159 .376 -.433 .282 -.090 .040

PV3 -.331 -.163 -.082 .118 .097 -.048 -.047 .044 .769a .317 -.147 .119 -.223 .047 .100 -.167 -.228 -.097 .034 .072 -.016 -.153 -.149 -.090 .295

PV4 -.358 .052 -.010 -.172 -.041 -.119 .140 .054 .317 .817a -.282 .046 -.248 .078 -.278 -.177 -.222 -.081 .034 .175 -.132 .005 -.113 .071 .081

PV5 .193 -.127 .018 .195 .221 -.186 -.190 -.330 -.147 -.282 .705a -.365 .370 -.167 .009 .028 -.108 .021 .073 -.223 .010 .017 .038 -.109 .215

PV6 -.098 -.091 .037 -.045 -.017 .093 -.228 .207 .119 .046 -.365 .786a -.030 -.113 .083 -.219 -.048 .285 -.004 -.142 -.056 -.070 -.090 -.115 .047

PV7 .383 .099 -.115 .230 .228 -.406 -.114 -.391 -.223 -.248 .370 -.030 .588a -.071 .032 .020 .016 .118 .000 -.263 -.200 .100 -.200 .073 .102

PV8 .057 .115 .046 .035 -.229 .000 .262 -.126 .047 .078 -.167 -.113 -.071 .704a -.142 .159 .189 -.069 -.149 .073 -.362 .067 -.244 .132

-.046

PV9 -.052 -.118 .154 .031 .209 .121 -.054 .160 .100 -.278 .009 .083 .032 -.142 .679a -.508 .026 -.017 -.191 -.153 .245 -.178 -.008 -.148 .042

PV10 .149 .067 -.275 -.005 -.157 -.045 .003 -.211 -.167 -.177 .028 -.219 .020 .159 -.508 .772a -.033 -.027 .214 .064 -.231 .083 .088 .023 .055

PQ1 .219 .009 -.183 -.114 -.045 .157 -.126 .189 -.228 -.222 -.108 -.048 .016 .189 .026 -.033 .733a -.352 -.343 .031 .163 .117 -.117 -.130

-.195

PQ2 -.010 .137 .122 .021 -.194 -.090 .019 .076 -.097 -.081 .021 .285 .118 -.069 -.017 -.027 -.352 .824a -.092 -.159 -.162 -.186 .033 .062 .178

PQ3 -.175 -.092 -.212 .050 -.092 -.036 .064 -.061 .034 .034 .073 -.004 .000 -.149 -.191 .214 -.343 -.092 .812a -.349 -.207 -.018 .244 .055

-.003

PQ4 .022 -.032 .032 -.287 -.045 .110 .103 -.159 .072 .175 -.223 -.142 -.263 .073 -.153 .064 .031 -.159 -.349 .781a -.150 .228 -.098 -.105

-.075

PQ5 -.186 -.100 -.041 -.164 .039 .184 -.086 .376 -.016 -.132 .010 -.056 -.200 -.362 .245 -.231 .163 -.162 -.207 -.150 .770a -.111 .079 -.141

-.172

PQ6 .123 .078 -.186 -.118 .146 -.296 .153 -.433 -.153 .005 .017 -.070 .100 .067 -.178 .083 .117 -.186 -.018 .228 -.111 .738a -.565 .037 -

76

8

.032

PQ7 -.182 -.023 .047 -.027 -.239 .284 -.133 .282 -.149 -.113 .038 -.090 -.200 -.244 -.008 .088 -.117 .033 .244 -.098 .079 -.565 .742a -.028

-.136

IO1 .060 .236 -.005 .152 -.172 -.130 .145 -.090 -.090 .071 -.109 -.115 .073 .132 -.148 .023 -.130 .062 .055 -.105 -.141 .037 -.028 .734a

-.246

IO4 -.096 -.263 -.139 -.088 .169 -.163 -.025 .040 .295 .081 .215 .047 .102 -.046 .042 .055 -.195 .178 -.003 -.075 -.172 -.032 -.136 -.246

.516a

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