CHAPTER IV

RESULT

Based on the research model which has been developed in the

previous chapter, this chapter presents the result of the study which aims to

identify the influence of green value, green awareness, and green

perception affect towards the Purchase of green products with brand of

Toyota Agya in Surabaya. The analysis presented consists of seven parts:

result of validity pretest, result of reliability test, description of research

data, measurement model, result of validity and reliability test research

model, structural model, and hypothesis testing.

4.1. RESULT OF VALIDITY TEST

Validity test shows the ability of the questionnaire which measure

things supposed to be measured. The purpose of this test is to determine the

validity of data, whether each statement can be input into a worthy variable.

The point is to see whether each statement has represented the validity of

test calculation. The test is performed on the items on the questionnaire

statements using Pearson correlation coefficient of each statement with a

total score obtained. The validity test is done by using sample of 30

respondents obtained from the first phase of the deployment which creates

research variables. The validity test and reliability test done with 30

respondents from whoever purchase Toyota Agya in the last six months

43
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which is start from December 2014 until June 2015. If the result of Pearson

correlation between each statement with a total score of variable creating

significant value less than 0, 05 ( = 5%), then the item can believed as

valid. Validity test is performed with SPSS 20.0 for Windows. Validity tests

result for each item on the statements on variables used is this study is

presented in the following table:

Table 1

The result of validity test on Green Perception of Toyota Agya

TOT GP EXPLANATION
Pearson Correlation 0,711**
GP 1 Valid
Sig 0,000
Pearson Correlation 0,766**
GP 2 Valid
Sig 0,000
Pearson Correlation 0,866**
GP 3 Valid
Sig 0,000
Pearson Correlation 0,792**
GP 4 Valid
Sig 0,000
Pearson Correlation 0,858**
GP 5 Valid
Sig 0,000
Pearson Correlation 0,885**
GP 6 Valid
Sig 0,000
Pearson Correlation 0,862**
GP 7 Valid
Sig 0,000
Source: data processed by SPSS 20.0 for Windows

Based on the table above, the result of validity test on preferences

indicates that the item on the statements preference variable has a

significant of Pearson correlation value less than 0,05. Thus, it can be stated

that the questions that makes up the variables for green preferences are

valid, and the statements can be used for further analysis.

Table 2
 45

The result of validity test on Green Value of Toyota Agya

TOT GV EXPLANATION
Pearson Correlation 0,639**
GV 1 Valid
Sig 0,000
Pearson Correlation 0,742**
GV 2 Valid
Sig 0,000
Pearson Correlation 0,823**
GV 3 Valid
Sig 0,000
Pearson Correlation 0,801**
GV 4 Valid
Sig 0,000
Pearson Correlation 0,799**
GV 5 Valid
Sig 0,000
Pearson Correlation 0,748**
GV 6 Valid
Sig 0,000
Source: data processed by SPSS 20.0 for Windows

Based on the table above, the result of validity test on preferences

indicates that the items on the statements preference variable has a

significant of Pearson correlation value less 0, 05. Thus, it can be stated that

the questions that makes up the variables for Green Value are valid, and the

statements can be used for further analysis.

Table 3

The result of validity test on Green Awareness of Toyota Agya

TOTGA EXPLANATION
Pearson Correlation 0,454**
GA 1 Valid
Sig 0,000
Pearson Correlation 0,639**
GA 2 Valid
Sig 0,000
Pearson Correlation 0,359**
GA 3 Valid
Sig 0,000
Pearson Correlation 0,419**
GA 4 Valid
Sig 0,000
Pearson Correlation 0,712**
GA 5 Valid
Sig 0,000
Pearson Correlation 0,757**
GA 7 Valid
Sig 0,000
Pearson Correlation 0,509**
GA 8 Valid
Sig 0,000
Pearson Correlation 0,782**
GA 9 Valid
Sig 0,000
GA 10 Pearson Correlation 0,813** Valid
 46

Sig 0,000
Source: data processed by SPSS 20.0 for Windows

Based on the table above, the result of validity test on preferences

indicates that the items on the statements preference variable has a

significant of Pearson correlation value less 0, 05. Thus, it can be stated that

the questions that makes up the variables for Green Awareness are valid,

and the statements can be used for further analysis.

Table 4

The result of validity test on Green Purchase of Toyota Agya

TOTGR EXPLANATION
Pearson Correlation 0,720**
GR 1 Valid
Sig 0,000
Pearson Correlation 0,597**
GR 2 Valid
Sig 0,001
Pearson Correlation 0,752**
GR 3 Valid
Sig 0,000
Pearson Correlation 0,625**
GR 4 Valid
Sig 0,000
Source: data processed by SPSS 20.0 for Windows

Based on the table above, the result of validity test on preferences

indicates that the items on the statements preference variable has a

significant of Pearson correlation value less 0, 05. Thus, it can be stated that

the questions that makes up the variables for Green Purchase are valid, and

the statements can be used for further analysis.

4.2. RESULT OF RELIABILITY TEST

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Reliability test is used to determine the extent to which

measurements are relatively consistent if the measurement is done for more

than one. In other words, reliability shows a consistency of measuring an

instrument for measuring the same phenomenon. For measuring reliability,

it uses a cronbachs alpha value. If the cronbachs alpha value is greater

than 0, 6, then the items in the questionnaire statement are reliable. This

research also use for the intrarater reliability coe cient in which the rater

evaluates persons responses to the same task, task is completely

confounded with rater, which is treated as xed when the correlation is

computed (Brennan, 2003). Reliability testing is done on 30 respondents

with SPSS 20.0 for Windows program.

Table 5

The result of reliability test on Toyota Agya

Variable Cronbachs Alpha Explanation

Green Perception 0,919 Reliable
Green Value 0,853 Reliable
Green Awareness 0,795 Reliable
Green Purchase 0,601 Reliable
Source: data processed by SPSS 20.0 for Windows

Based on the table 5, the result of reliability test shows the

cronbachs alpha value on variable; green perception, green value, green

awareness, green purchase are greater than 0, 6. This explains that the six

variables of this study are reliable. Thus, based on the validity and

reliability test conducted, it showed that the questionnaire has been

designed to test the hypotheses in this study are qualified: valid and reliable.
 48

Thus, the second stages of the questionnaire are distributed again to get the

number of samples that has been set which are 135. In the end, the

researcher does data analysis description, and regression analysis to the

hypotheses of the study.

4.3. DESCRIPTIVE STATISTICS

After doing the validity and reliability pretest, the researcher

distribute the questionnaire to the respondents which is ever buy Toyota

Agya with the characteristics that they have purchased it in last 6 months.

The researcher distributed the questionnaires from the beginning of May

until end of June. By doing so, the researcher got 135 respondents. The

respondents who filled the questionnaire must have experienced bought

Toyota Agya in last six months. Based on purchasing history characteristics

of respondents, it can be seen that all respondents have purchased Toyota

Agya in the last six months, which are 135 respondents (100%).
From the table below, it is known that the male respondents is

60,7%, and the female respondents is 39,3% from 135 respondents. It is

concluded that most of the respondents are male.

Table 6

Respondent Gender

No Gender Total Percentage

1 Male 82 60,7%
2 Female 53 39,3%
Total 135 100%
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Source: processed data.

Table 7

Respondent Age

No Age Total Percentage

1 17-25 27 20%
2 26-35 44 32,6%
3 36-45 54 40%
4 >45 10 7.4%
Total 135 100%

Source: processed data.

From the table above, it is known that respondent with an age of 17-

25 is 27%; age of 26-35 is 44%; age of 36-45 is 54%; age over 45 is 10%

from 135 respondents. It is concluded that most of the respondents is in the

age of 36-45 years.

From the table below, it is known that most of the respondent are

employee with 59%; continue with entrepreneur with 37%; and student

with 22%; thus Housewives with 14%; and the last are others with 3%. It is

concluded that most of the respondents are employee.

Table 8

Respondent Occupation

No Occupation Total Percentage

1 Student 22 16,3%
2 Employee 59 43,7%
3 Entrepreneur 37 27,4%
4 Housewives 14 10,4%
5 Others 3 2,2%
Total 135 100%
Source: processed data.

4.3.1. The Crosstab for Gender

Table 9
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Gender Crosstab

Variable

Gender Green Perception Green Value Green Awareness Green Purchase

Std.De
N Mean Std.Dev N Mean Std.Dev N Mean N Mean Std.Dev
v
2,556
Male
82 3,453 0,772 82 9 0,60248 82 2,543 0,537 82 2,4024 0,44576
3,528 2,729
Female
53 3 0,6751 53 6 0,69816 53 2,574 0,4832 53 2,5613 0,42996
13 3,490 13 2,643
Total 0,7235 0,65032 135 2,558 0,5101 135 2,48185 0,43786
5 7 5 3
Source: processed data.

From the table above, it is known that the highest mean of the male

is Green Perception variable which has 3,4530, and the highest mean of the

female is also Green Perception variable which has 3,5283. It is conluded

that both male and female have the highest relevancy against Green

Perception variable.
Table 10
Age Crosstab

Variable
Age Green Perception Green Value Green Awareness Green Purchase
N Mean Std.Dev N Mean Std.Dev N Mean Std.Dev N Mean Std.Dev
3,428 2,570
17-25 27 0,73700 27 2,5123 0,59901 27 0,59924 27 2,4630 0,42007
6 4
3,428 2,606
26-35 44 0,86815 44 2,5871 0,63030 44 0,56954 44 2,4375 0,46420
6 8
3,555 2,500
36-45 54 0,64527 54 2,6358 0,62367 54 0,44932 54 2,4907 0,46063
6 0
3,471 2,580
>45 10 0,58341 10 3,0333 0,85635 10 0,37357 10 2,4500 0,38730
4 0
2,564
Total 135 3,4711 0,7085 135 2,6921 0,6773 135 0,4979 135 2,4603 0,4331
3
Source: processed data.

From the table above, it is known that the highest mean with an age

of 17-25 is Green Perception variable which has 3,286; with an age of 26-

35 is Green Perception variable which has 3,4286; with an age of 36-45 is

 51

Green Perception variable which has 3,5556; with an age of >45 is Green

Perception variable which has 3,4714. It is conluded that all of the

respondents age have the highest relevancy against Green Perception

variable.
From the table above, it is known that the highest mean with

occupation of a student is Green Perception variable which has 3,539; with

occupation of an employee is Green Perception variable which has 3,2567;

with occupation of an entrepreneur is Green Perception variable which has

3,6641; with occupation of a housewives is Green Perception variable

which has 3,7959; with occupation of others is Green Perception variable

which has 3,8095. It is conluded that all of the respondents occupation have

the highest relevancy against Green Perception variable.

Table 11
Occupation Crosstab

Variable

Occupation Green Perception Green Value Green Awareness Green Purchase

N Mean Std.Dev N Mean Std.Dev N Mean Std.Dev N Mean Std.Dev

Student 22 3,539 0,7149 22 2,5758 0,49795 22 2,559 0,5002 22 2,4773 3,4425

Employee 59 3,2567 0,7715 59 2,5763 0,66905 59 2,509 0,508 59 2,3898 0,46254
Entrepreneu
37 3,6641 0,647 37 2,4595 0,45032 37 2,581 0,5641 37 2,4527 0,45582
r
Housewives 14 3,7959 0,6599 14 3,3333 0,82948 14 2,679 0,5162 14 2,7679 0,35981
Others 3 3,8095 0,2974 3 2,6667 0,16667 3 2,533 0,1155 3 2,5833 0,62915
13 3,61 0,618 13 2,72 0,5226 13 2,57 0,440 13 2,534 1,069
Total
5 3 1 5 23 9 5 2 8 5 2 96
Source: processed data.

Based on the data obtained from the results of the questionnaire

given, researcher will analyze further about the average mean value and

standard deviation of respondents answer to each statement. By doing this,

 52

the researcher can predicts the real situation according to mean value of

each statement. The respondents answers one of each items of

questionnaire are describe as follow:

4.3.2. Green Perception

Based on the explanation before, it can be seen below that Green

Perception in Toyota Agya is recognized as good because the statements of

perception have an average score of 3,48. The lowest score from the 7 item

is GP 2 and GP 5 with 3,45 average and the highest score is GP 1 with 3,53

average. In addition green perception on Toyota Agya has standard

deviation of 0,892.
Table 12

Respondents answer about green perception on Toyota Agya

Indicator Statement Mean Std. Dev

Toyota produce Toyota Agya which
GP 1 3,53 0,827
environmental friendly
Toyota educate customer to use Toyota

GP 2 Agya with a concern about the 3,45 0,861

environment
Toyota produce Toyota Agya with an
GP 3 3,50 0,800
environmentally friendly process
Toyota modificate Toyota Agya to be
GP 4 3,47 0,904
an environmental friendly
Toyota promote Toyota Agya through

GP 5 environmental friendly 3,45 0,879

communication
Toyota use environmental friendly

GP 6 supply chain for the procurement and 3,50 0,999

distribution of goods
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Toyota gives Toyota Agya an image

GP 7 that is related to environmentally 3,48 0,976

friendly marketing practices

Total 3,48 0,892
Source: data processed by SPSS 20.0 for Windows

4.3.3. Green Value

Table 13

Respondents answer about green value on Toyota Agya

Indicator Statement Mean Std. Dev

It is important to you that Toyota

GV 1 Agya that you use not harmful to 2,98 0,707

the environment
I care about wasting our
GV 2 2,96 0,727
planets resources.
I describe myself as someone who
GV 3 2,35 1,002
is environmentally responsible.
I consider the potential effects of

GV 4 my actions on the environment 2,37 0,912

when I make a lot of decisions.

I am willing to feel uncomfortable

GV 5 in order to perform actions that are 2,40 0,899

more environmentally friendly.

My shopping habits are influenced

GV 6 by my concern about the 2,69 0,805

environment.
Source: data processed by SPSS 20.0 for Windows

Based on the explanation before, it can be seen above that Green

Value in Toyota Agya is recognized as good because the statements of value

have an average score of 2,62. The lowest score from the 6 item is GV 3
 54

with 2,35 average and the highest score is GV 1 with 2,98 average. In

addition green value on Toyota Agya has standard deviation of 0,842.

4.3.4. Green Awareness

Table 14

Respondents answer about green awareness on Toyota Agya

Indicator Statement Mean Std. Dev

I buy Toyota Agya which
GA 1 3,46 0,741
environmentally friendly
I spend time and efforts in

GA 2 environmental activities such as 2,39 0,930

recycling
I believe that an individual is

GA 3 capable of doing a lot to promote 3,68 0,798

the environment.
I am able to buy Toyota Agya

which environmentally friendly, but

GA 4 3,84 0,984
I do not have time and energy for

environmental activities
I do not want to change my lifestyle
GA 5 2,34 0,971
to promote the environment.
I believe that business sector and

GA 7 the government should deal with 1,75 0,960

the environmental problems.

I am not almost completely

GA 8 involved with matters relating to 3,30 0,813

the environment.
I believe there is no much thing that

GA 9 can be done by an individual in 1,81 1,052

solving environmental problems.

GA 10 It is the government and business 1,97 1,065
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sector that should promote the

environment.
Source: data processed by SPSS 20.0 for Windows

Based on the explanation before, it can be seen above that Green

Awareness in Toyota Agya is recognized as good because the statements of

awareness have an average score of 2,72. The lowest score from the 9 item

is GA 7 with 1,75 average with the statement of I believe that business

sector and the government should deal with the environmental problems.

The low score for this statement is because the respondents do not agree

with the statement and think that an individual should deal with the

environmental problems. GA 9 with 1,81 average with the statement of I

believe there is no much thing that can be done by an individual in solving

environmental problems. The low score for this statement is because the

respondents do not agree with the statement and think that an individual can

be done many things to help the environmental problems. GA 10 with 1,97

average with the statement of It is the government and business sector that

should promote the environment. The low score for this statement is

because the respondents do not agree with the statement and think that all of

us have to promote the environment, not just government and business. The

highest score is GA 4 with 3,84 average, thus green value of Toyota Agya

has standard deviation of 0,924.

4.3.5. Green Purchase

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Based on the explanation before, it can be seen below that Green

Purchase in Toyota Agya is recognized as good because the statements of

purchase have an average score of 2,46 . The lowest score from the 4 item

is GR 3 with 1,90 average with the statement of I perceive that Toyota

Agya that is environmental friendly are more expensive than conventional

products. The low score for this statement is because the respondents do

not agree with the statement and think that Toyota Agya which is

environmental friendly is cheaper than conventional car. The highest score

is GR 2 with 2,99 average, thus green value on Toyota Agya has standard

deviation of 0,652.
Table 15

Respondents answer about green purchase on Toyota Agya

Indicator Statement Mean Std. Dev

I consider the negative effects of

GR 1 Toyota Agya and consumption on 2,31 0,640

the natural environment.

I prefer Toyota Agya that is

GR 2 environmental friendly than 2,99 0,560

conventional products.
I perceive that Toyota Agya that is

environmental friendly are more

GR 3 1,90 0,809
expensive than conventional

products.
I perceive that the price of Toyota

GR 4 Agya that environmental friendly 2,66 0,601

affect my shopping behavior.

Source: data processed by SPSS 20.0 for Windows
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4.4. CLASSICAL ASSUMPTION OF MULTIPLE LINEAR

REGRESSION

4.4.1. Normality

The use of regression models for prediction will result in an error

(residue),due to the difference between the actual data with the data

forecasting. Normality test aims to determine whether residual variables

have normal distribution (Hendra, 2010). Kogorov-Smirnov tested this

hypothesis :

H0 : Residual data normally distributed

H1 : Residual data not normally distributed

If the significance value > 0,05 H0 accepted

If the significance value < 0,05 H1 rejected

Normal probability plot graphic is used to test the residual normality.

If the normal probability plot spread around the diagonal lines, thus path

model is normally distributed.

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Source: data processed by SPSS 20.0 for Windows

Figure 1. Normal probability plot graphic

Figure 1 above show that the normal probability plot has already

spread around the diagonal lines which means the regression model has

normally distributed.

4.4.2. Multicollinearity

Multicollinearity aims to test whether there is correlation between

the independent variables (independent) in the regression model, thus there

are no correlation between the independent variable in a good regression

model (Ghozali, 2005 : 91)

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Multicollinearity happens if Variance Inflation Factor (VIF) score is

above 10 or tolerance value is under 0,10 and it will not occur when the VIF

score is under 10 tolerance level above 0,10 (Hair Et Al, 1995)

Table 16
The Result of Multicollinearity test

Colinierity Statistics
Variable
Tolerance VIF

Green Perception (X1) 0,769 1,300

Green Value (X2) 0,731 1,368

Green Awareness (X3) 0,819 1,220

Source: data processed by SPSS 20.0 for Windows

Table 11 above shows that all of the three variables have tolerance

value >0,10 and Variance Inflation Factor (VIF) < 10.

4.4.3. Heteroscedasticity

Heteroscedasticity test aimed to see whether there is inequality

variance of the residuals to the other observations. In linear regression it is

assumed that the conditional variance of E (i2) = Var (i) = 2

(homoscedasticity), and if the conditional variance i = i2 for every 1, it

means that the variance is homogeneous or homoscedasticity (Santoso,

2002 : 208)

Heteroscedasticity tested using scatter plot model. If scatter plot

randomly spread, thus path model do not contain Heteroscedasticity.

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Source: data processed by SPSS 20.0 for Windows

Figure 2. Scatter plot graphic

Figure 2 above show that the graphic plot spread randomly which

means the regression model do not contain Heteroscedasticity.

4.4.4. Analysis of multiple linear regression

Below is the result of the multiple linear regression that calculated

using SPSS :

Table 17

The Result of Multiple Linear Regression

Variable Regression Coefficient t value Significance

Green Perception (X1) 0,308 4,452
cocounthit 0,000
Green Value (X2) 0,265 3,741 0,000
Green Awareness (X3) 0,363 5,422 0,000
R. Square = 0,519
Source: data processed by SPSS 20.0 for Windows

Value in the table above can be written as the multiple linear

regression model :
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Y^ =0,308 X 1+0,265 X 2+0,363 X 3

1. If the coefficient regression variable of green perception increase

about 0,308, thus it will positively related to the value of green

purchase Toyota Agya about 0,308. With an assumption that green

value and green awareness remain constant.

2. If the coefficient regression variable of green value increase about

0,265 thus it will positively related to the green purchase Toyota

Agya about 0,265. With an assumption that green perception and

green awareness remain constant.

3. If the coefficient regression variable of green awareness increase

about 0,363, thus it will positively related to the green purchase

Toyota Agya about 0,363. With an assumption that green perception

and green value remain constant.

4.4.5. Coefficient of multiple determination

The strength of association in multiple regression is measured by the

square of the multiple correlation coefficient, R 2, which also called the

coefficient of multiple determination. If the coefficient determinant (R2) is

0,519 so the green perception, green value and green awareness variable is

relate to the change of the green purchase variable about 51,9% and the rest
 62

about 48,1% caused by other variables like green trust and green

satisfaction that has not been entangled in this research.

4.5. HYPHOTHESIS TESTING

1. Partial regression coefficient (t test)

The partial regression coefficient, b1, denotes the change in the predict

value, , per unit change in X1 when other independent variables, X2 to

Xk, are held constant. t test aim to prove the hypothesis that the variable of

green perception, green value, and green awareness partially related to the

green purchase of Toyota Agya significantly. If the significance value below

0,05, thus the variable is related partially.

Table 18
The Result of t Test

Variable t value Significance Explanation

Green Perception (X1) 4,452 0,000 Significant

Green Value (X2) 3,741 0,000 Significant

Green Awareness (X3) 5,422 0,000 Significant

Source: data processed by SPSS 20.0 for Windows

From the table above, it can be conclude that :

1. Green perception variable has significance value of 0,000 which is below

0,05, therefore green perception variable positively related to the green

purchase. If the green perception is increase, thus green purchase of Toyota

Agya consumer will significantly increase.

2. Green value variable has significance value of 0,000 which is below

0,05, therefore green value variable positively related to the green purchase.
 63

If the green value is increase, thus green purchase of Toyota Agya consumer

will significantly increase.

3. Green awareness variable has significance value of 0,000 which is below

0,05, therefore green awareness variable positively related to the green

purchase. If the green awareness is increase, thus green purchase of Toyota

Agya consumer will significantly increase.

2. F test

The F test is used to test the null hypothesis that coefficient of

multiple determination in the population, R2 is zero. F test aim to prove that

the regression model is congruence to the data that used. Variable is related

significantly if the F test value is below 0,05.

Table 19
The result of F test

Sources Sum of Squares Mean Square F Significance

Regression 13,756 4,585

Residual 12,764 0,097 47,059 0,000

Total 26,520

Source: data processed by SPSS 20.0 for Windows

From the table above, it can be conclude that significance value is

below 0,05, therefore green perception, green awareness, and green value

simultaneously related to the green purchase consumer of Toyota Agya.

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