Analisis Data Penelitian Marketing: Perbandingan Hasil antara Amos, SmartPLS, WarpPLS, dan SPSS Untuk Jumlah Sampel Besar

Agus Purwanto; Masduki Asbari; Teguh Iman Santoso

doi:10.7777/jiemar.v2i4.178

Agus Purwanto Universitas Bina Bangsa, Indonesia
Masduki Asbari STMIK Insan Pembangunan, Indonesia
Teguh Iman Santoso Universitas Sumatera Selatan, Indonesia

DOI: https://doi.org/10.7777/jiemar.v2i4.178

Abstrak

Tujuan penelitian ini adalah membandingkan hasil analsis data penelitian kuantitatif bidang marketing menggunakan software SPSS, SmartPLS, WarpPLS dan Amos untuk jumlah sampel besar, pada penelitian ini jumlah sampel 500 responden. Metode penelitian ini adalah kuantitatif dan analisis data penelitian menggunakan keempat jenis software tersebut untuk didapatkan perbandingan hasil analisis. Analisis dalam penelitian ini fokus pada analisis uji hipotesis dan analisis regresi. Data hasil penelitian ini menggunakan data kuantitatif yang berasal dari data kuesioner yang berjumlah 500 responden dengan tiga variabel penelitian, yaitu variabel independent digital marketing , customer satisfaction, dan variabel dependen customer loyalty. Berdasarkan hasil analisis menggunakan software Amos, SPSS, SmartPLS dan WarpPLS untuk jumlah sampel responden besar yaitu 500 responden diperoleh hasil bahwa tidak ada perbedaan yang signifikan pada nilai signifikansi p-value dan t-value. Nilai determinasi yang dihasilkan juga tidak ada perbedaan yang signifikan, serta nilai korelasi pada persamaan struktural yang dihasilkan juga tidak ada perbedaan hasil yang signifikan.

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