Undergraduate Study Program

Faculty of Economics and Business

Universitas Indonesia

ONLINE MIDTERM EXAM ODD SEMESTER 2021/2022

Course : Marketing Research
Lecturer : Lecturer and Assistant Team
Day/Date : October 18, 2021
Time : 13.00 – 15.30 WIB
150 minutes (2,5 hours)
Exam type : Open Book

Instructions:
1. Students must fill, sign, and send a Statement of Authorship (SoA) in PDF format.
Lecturer will not grade answer sheet without the SoA.
2. Make sure you have a good internet connection to ensure your answer is submitted
properly to EMAS.
3. The exam period is 150 minutes (2,5 hours). You will be given 10 minutes extra to
submit your answer. The latest submission should be at 15:40 WIB. Any
submission after that will be given a penalty or even disqualified.
4. Your answer and SoA should be in one PDF file.
5. The order of your answer should be the same as in the questions.
6. Students should work by him/herself. If similar answers were detected, then
students will be given sanction accordingly to the law of Faculty of Economics and
Business University of Indonesia.

QUESTION 1 (40%)

Ministry aims to double foreign tourist arrivals, but experts remain wary
Eisya A. Eloksari (The Jakarta Post) Jakarta   ●   Thu, October 7, 2021

The government hopes to double foreign tourist arrivals in 2022 on the back of new travel
corridors, but experts have expressed doubt, saying the COVID-19 pandemic's shadow still
loomed over the industry. A presentation from Tourism and Creative Economy Minister
Sandiaga Uno on Sept. 27 showed that the ministry aims to welcome up to 3.6 million visitors in
2022, higher than the projected 1.5 million tourists’ arrivals for this year. It also projected 280
million local tourist trips in 2022, inches away from the pre-pandemic level of 282.9 million trips
in 2019. Indonesia Tourism Intellectuals Association (ICPI) chairman Azril Azahari said
that while reviving local tourism would be achievable, he doubted the government could more
than double the number of foreign tourist arrivals in 2022, as global COVID-19 cases were still
high. “This is what they want, but is this a reasonable target? We can expect an increase from the
2020 number but to see a jump is highly unlikely,” he told The Jakarta Post on Sept. 30. He went
on to say that the government needed to innovate new attractions such as health or wellness-
based tourist packages and to focus on attracting high-spending and long-staying tourists. “The
government should focus on quality tourists and not so much on the number of tourists,” Azril
added. Indonesia welcomed only 937,747 foreign tourists in the January to July period, down 71
percent from 3.28 million over the same period last year, showing that the industry has yet to
recover from the COVID-19 blow, Statistics Indonesia (BPS) data shows. The decline in
tourist numbers slashed tourism's foreign exchange contribution by 80 percent to US$3.5 billion
last year. The sector’s contribution to the country's gross domestic product (GDP) also declined
to 4 percent from 4.97 percent in 2019.

Foreign Affairs Deputy Minister Mahendra Siregar said Indonesia was in travel corridor talks
with several countries, namely Australia, Hungary, Hong Kong, Malaysia and the Netherlands,
to prepare for Indonesia’s border reopening to foreign tourists. “When we have settled the travel
corridor or travel bubble arrangement, we can make quarantine optional because we consider the
[health] conditions and standards in the country of origin to be as good as Indonesia's,” he said.
Last year, Indonesia established travel corridors with China, Singapore, South Korea and the
United Arab Emirates (UAE) for business and diplomatic travel. The Foreign Ministry’s travel
corridors generally allow businesspeople and diplomats into Indonesia without requiring
quarantine, provided they have local sponsors. However, Azril of ICPI said that removing
quarantine provisions would be dangerous as it might create new COVID-19 clusters. He instead
suggested that tourists be given the option to self-isolate in hotels or resorts. Tourism and
Creative Economy Minister Sandiaga Uno announced on Monday plans to reopen Bali to foreign
tourists on Oct. 14, although the government still had “several things” to finalize, such as which
countries would be included in the reopening plan, the quarantine arrangements for tourists and
Bali’s COVID-19 testing facilities. Read also: Bali to welcome back foreign tourists on Oct.14
Association of Air Ticketing Companies in Indonesia (Astindo) chairwoman Pauline Suharno
said that Bali’s reopening would help spur foreign tourist arrivals, and that the government
should still impose strict border control for incoming tourists. She went on to say that the
government should focus on catering to mid- to high-end tourists, including business travelers, as
they were the most likely demographic to spend money on tourism amid the ongoing economic
slowdown due to the pandemic.

This article was published in thejakartapost.com with the title "Ministry aims to double foreign tourist arrivals, but
experts remain waryEmirates airline optimistic about steep recovery after COVID-19 vaccine". Click to
read: https://www.thejakartapost.com/travel/2020/12/18/emirates-airline-optimistic-about-steep-recovery-after-
covid-19-vaccine.html.

Based on the article above, as a consultant you were asked to do research about international
tourist visits to Indonesia after the Covid-19 pandemic.
a. Identify relevant marketing research problem based on the article above.
 b. Conduct a simple literature review that derives several research questions from the
marketing problems you have identified above. (Complete with models, research
questions, and hypotheses).
c. Create a complete research design to answer your research questions on point b.

QUESTION 2 (30%)

Part A (10%)
An undergraduate student is conducting research on the intention of bank customer to use e-
wallet application for contactless payment. Below is the research model that she uses:

Figure 1: Research model

Attitude towards
E-wallet

Perception towards Intention to use

E-wallet E-wallet

Perception towards
the ease of use of
E-wallet

Based on the research model above:

a. Determine the variables: dependent, independent, mediator, and moderator.
b. Make the hypotheses.

Part B (20%)
FEB UI team is conducting research on the intention of final year students from polytechnic and
vocational school to become an entrepreneur. Below is the research model used:
 a. Based on the output table in attachment 1, test the multicollinearity for the study.
b. From the research model above and output table below, which variables influence
Entrepreneurial Intention? How much is the percentage of variation from dependent
variable that can be explained from the above model? (Attachment 2)

ATTACHMENT FOR QUESTION 2

Attachment 1
Attachment 2
QUESTION 3 (30%)

When competing in Tokyo Olympics, Indonesian badminton team received 3 jerseys with
different colours from sponsor brand Li-Nang. The team manager wants to test the different
effect of these 3 colours (red, white, blue) and gender (male and female) towards their preference
(1= not prefer, 5=prefer). The team manager asked for your help on conducting this research.

a. What statistic test should you use?

b. Based on the output table in attachment for question 3, interpret the result of your test in
detail. (Choose and state which attachment you use before answering).
c. If you are the marketing manager of Li-Nang Indonesia, what marketing strategy will you
use for product sales in this Tokyo Olympic momentum.

ATTACHMENT FOR QUESTION 3

Attachment 1

Regression
Syntax REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS
R ANOVA
/CRITERIA=PIN(.05)
POUT(.10)
/NOORIGIN
/DEPENDENT
PREFERENCE
/METHOD=ENTER
COLOURS GENDER.

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for Residual Plots
 Variables Entered/Removeda
Variables
Model Variables Entered Method
Removed
1 COLOURS, . Enter
GENDERb

a. Dependent Variable: PREFERENCE

b. All requested variables entered.

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .715 .511 .506 1.724

a. Predictors: (Constant), COLOURS, GENDER

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 608.296 2 304.148 102.335 .000b
Residual 582.528 196 2.972
Total 1190.824 198

a. Dependent Variable: PREFERENCE

b. Predictors: (Constant), COLOURS, GENDER

Coefficientsa
Unstandardized Coefficients Standardized Coefficients
t Sig.
Model B Std. Error Beta
1 (Constant) 10.758 .475 22.624 .000
COLOURS -2.137 .157 -.684 -13.597 .000
GENDER -.914 .153 -.300 -5.975 .000

a. Dependent Variable: PREFERENCE

Attachment 2

Univariate Analysis of Variance

Syntax UNIANOVA PREFERENCE BY

COLOURS Gender
/METHOD=SSTYPE(3)
/INTERCEPT=INCLUDE

/emmeans=TABLES(COLOURS*Ge
nder)COMPARE(COLOURS)

/emmeans=TABLES(COLOURS*Ge
nder)COMPARE(Gender)
/POSTHOC=COLOURS(TUKEY)

/PLOT=PROFILE(COLOURS*Gende
r) TYPE=LINE ERRORBAR=NO
MEANREFERENCE=NO
YAXIS=AUTO
/PRINT ETASQ DESCRIPTIVE
HOMOGENEITY
/CRITERIA=ALPHA(.05)
/DESIGN=COLOURS Gender
COLOURS*Gender.
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Between-Subjects Factors
Value Label N
COLOURS 1 RED 15
2 WHITE 15
3 BLUE 15
Gender 1 MALE 21
2 FEMALE 24
 Descriptive Statistics

Dependent Variable: PREFERENCE

COLOURS Gender
Apparel ATHLETE Mean Std. Deviation N
RED MALE 3.86 .690 7
FEMALE 2.38 .916 8
Total 3.07 1.100 15
WHITE MALE 2.43 .976 7
FEMALE 4.13 1.126 8
Total 3.33 1.345 15
BLUE MALE 3.43 .787 7
FEMALE 4.25 .707 8
Total 3.87 .834 15
Total MALE 3.24 .995 21
FEMALE 3.58 1.248 24
Total 3.42 1.138 45

Levene's Test of Equality of Error Variancesa,b

Levene
Statistic df1 df2 Sig.
PREFEREN Based on Mean .658 5 39 .657
CE Based on Median .407 5 39 .841
Based on Median and .407 5 36.028 .841
with adjusted df
Based on trimmed mean .626 5 39 .681

Tests the null hypothesis that the error variance of the dependent variable is equal across groups.a,b
a. Dependent variable: PREFERENCE
b. Design: Intercept + COLOURS + Gender + COLOURS * Gender
 Tests of Between-Subjects Effects
Dependent Variable: PREFERENCE
Type III Sum Partial Eta
Source of Squares df Mean Square F Sig. Squared
a
Corrected Model 26.442 5 5.288 6.754 .000 .464
Intercept 521.157 1 521.157 665.618 .000 .945
COLOURS 4.307 2 2.154 2.751 .076 .124
Gender 1.335 1 1.335 1.705 .199 .042
COLOURS * 20.129 2 10.065 12.855 .000 .397
Gender
Error 30.536 39 .783
Total 584.000 45
Corrected Total 56.978 44

a. R Squared = .464 (Adjusted R Squared = .395)

Estimated Marginal Means

COLOURS Apparel * Gender ATHLETE

Estimates
Dependent Variable: PREFERENCE
COLOURS Gender 95% Confidence Interval
Apparel ATHLETE Mean Std. Error Lower Bound Upper Bound
RED MALE 3.857 .334 3.181 4.534
FEMALE 2.375 .313 1.742 3.008
WHITE MALE 2.429 .334 1.752 3.105
FEMALE 4.125 .313 3.492 4.758
BLUE MALE 3.429 .334 2.752 4.105
FEMALE 4.250 .313 3.617 4.883
 Pairwise Comparisons

Dependent Variable: PREFERENCE

(I) (J) Mean 95% Confidence
Gender COLOURS COLOUR Difference (I- Std. Interval for Differenceb
ATHLETE Apparel S Apparel J) Error Sig.b Lower Bound
MALE RED WHITE 1.429* .473 .004 .472
BLUE .429 .473 .370 -.528
*
WHITE RED -1.429 .473 .004 -2.385
*
BLUE -1.000 .473 .041 -1.957
BLUE RED -.429 .473 .370 -1.385
*
WHITE 1.000 .473 .041 .043
*
FEMALE RED WHITE -1.750 .442 .000 -2.645
BLUE -1.875* .442 .000 -2.770
*
WHITE RED 1.750 .442 .000 .855
BLUE -.125 .442 .779 -1.020
*
BLUE RED 1.875 .442 .000 .980
WHITE .125 .442 .779 -.770

Pairwise Comparisons

Dependent Variable: PREFERENCEs

95% Confidence Interval for
Athlete (I) COLOURS (J) COLOURS Difference
Gender Apparel Apparel Upper Bound
Male Red White 2.385
Blue 1.385
White Red -.472
Blue -.043
Blue Red .528
White 1.957
Female Red White -.855
Blue -.980
White Red 2.645
Blue .770
Blue Red 2.770
White 1.020
 Univariate Tests

Dependent Variable: PREFERENCE

Sum of Mean Partial Eta
Athlete Gender Squares df Square F Sig. Squared
Male Contrast 7.524 2 3.762 4.805 .014 .198
Error 30.536 39 .783
Female Contrast 17.583 2 8.792 11.229 .000 .365
Error 30.536 39 .783

Each F tests the simple effects of COLOURS Apparel within each level combination of the other
effects shown. These tests are based on the linearly independent pairwise comparisons
among the estimated marginal means.

Post Hoc Tests

COLOURS Apparel
Multiple Comparisons
Dependent Variable: PREFERENCE
Tukey HSD
Mean 95% Confidence Interval
(I) COLOURS (J) COLOURS Difference Std. Lower Upper
Apparel Apparel (I-J) Error Sig. Bound Bound
Red White -.27 .323 .690 -1.05 .52
*
Blue -.80 .323 .046 -1.59 -.01
White Red .27 .323 .690 -.52 1.05
Blue -.53 .323 .237 -1.32 .25
Blue Red .80* .323 .046 .01 1.59
White .53 .323 .237 -.25 1.32

Based on observed means.

The error term is Mean Square(Error) = .783.
*. The mean difference is significant at the

Homogeneous Subsets
 PREFERENCE
a,b
Tukey HSD
Subset
COLOURS N 1 2
Red 15 3.07
White 15 3.33 3.33
Blue 15 3.87
Sig. .690 .237

Means for groups in homogeneous subsets are displayed.

Based on observed means.
The error term is Mean Square(Error) = .783.
a. Uses Harmonic Mean Sample Size = 15.000.
b. Alpha =

INTEGRITY STATEMENT
In this course exam :
Name:
NPM:

I honestly state that:

1. I do not accept and / or do not provide assistance in any form to other students in doing
exam questions.
2. I do not plagiarize other people's work and recognize it as my job
3. I understand that all acts of fraud will be punished according to the academic rules that
apply to the Faculty of Economics and Business, Universitas Indonesia

Depok,

(Full name)