CONSUEMER MOTIVATION, INFORMATION EARNING, AND EVALUATION OF ATTRIBUTES OF PREMIUM HANDBAG IN JAKARTA
By Ergy Adhitama 19008133
Undergraduate Program School of Business and Management Institut Teknologi Bandung
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CONSUMER MOTIVATION, INFORMATION EARNING, AND EVALUATION OF ATTRIBUTES OF PREMIUM HANDBAG IN JAKARTA Ergy Adhitama 19008133 Undergraduate Program School of Business and Management Institut Teknologi Bandung Supervisor: Drs. Herry Hudrasyah, MA
ABSTRACT This market cultural study is written in order to analyze the phenomenon of premium handbags in Jakarta. Bags referred in this study are the bags which have a price above ten millions rupiah. Some people including the author tend to feel that the demand level of premium bags is irrational. In Jakarta however, it is acceptable and quite common to have a bag that costs tens of millions, even hundreds of millions. The power of branding stimulates women to make shifts in the value of premium bags in society. The societies respond as well in return so that the topic of ownership has become a phenomenon and common. This has been proven by the significant level of consumerism in Jakarta. Women of all ages always feel the need to have their pricey tote bags around to accompany them in their activities. For this reason, there are questions inside the author’s mind, what the real reason is behind this unusual phenomenon that causes women to buy a bag that equals to an expensive European sport car. The author finds that the topic of ownership of these expensive tote bags are really interesting and this intrigues the author to do further research on this matter from motivational aspect, information earning and attribute evaluation. From this research, the author will meet what triggers the consumption of those high-priced bags and the attributes that are being considered in events of consumption. The author collected information from authors theories regarding data obtained from associated books and journals. An interview shall be implemented specifically and exclusively in order to gain more information on motivation, information earning and attribute evaluation. In addition, survey shall also be conducted directly towards the consumer, to analyze the possession of premium handbag based on real experiences. The survey outcome will be analyzed using descriptive analysis and factor analysis on SPSS looking for influencing factor in Jakarta. Those outcomes will show that the phenomenon is really occurring in Indonesia. Aesthetic component, emotional and trends, social, and investment and collection are considered significant as a factor that motivates the consumer in Jakarta. Non marketer dominated, marketer dominated and internet source are the factors in information earning process for consumers. Intrinsic, Extrinsic, and, Trend has become the evaluation of attributes factors for consumer of premium handbag in Jakarta.
Keyword: Motivation, Information Earning, Evaluation of Attributes, Premium Handbag
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MOTIVASI, PENDAPATAN INFORMASI, DAN EVALUASI ATRIBUT PADA KONSUMER TAS JINJING PREMIUM DI JAKARTA
Ergy Adhitama 19008154 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung Pembimbing: Drs. Herry Hudrasyah, MA
ABSTRAK Tugas akhir ini ditulis untuk menganalisa fenomena kepemilikan tas jinjing premium di Jakarta.Tas jinjing yang dimaksud pada penelitian ini dilimitasi menjadi tas dengan harga sepuluh juta ke atas. Banyak orang termasuk penulis menilai pembelian tas jinjing premium tergolong irasional, tetapi pembelian sebuah tas jinjing dengan harga puluhan sampai ratusan juta menjadi rasional di Jakarta. Hal ini terbukti dari pembelian yang terjadi pada banyak wanita di Jakarta. Dari yang muda sampai tua tidak ketinggalan menjinjing tas dengan harga selangit untuk menemani aktivitasnya. Timbul pertanyaan di benak penulis akan sesuatu dibalik fenomena ini yang membuat sebuah tas jinjing yang dipakai ibu-ibu bisa memiliki harga yang setara dengan mobil sport mewah eropa. Kepemilikan akan tas dangan harga fantastis yang menyebar luas di Jakarta ini menarik penulis untuk meneliti dari segi motivasi, penerimaan informasi, dan evaluasi atribut. Penelitian ini akan mencari apa motivasi kuat dibalik pembelian, sumber informasi yang mempengaruhi kepemilikan, dan atribut yang dipertimbangkan pada tas sebelum pembelian. Penulis menggunakan beberapa teori untuk pengembangan dan kepentingan analisa data yang didapatkan pada buku dan jurnal terkait. Wawancara digunakan untuk mendapatkan informasi dibalik motivasi, pendapatan informasi, dan evaluasi atribut pada consumer tas jinjing premium di Jakarta secara lebih detail dan luas untuk mendapatkan gambaran fenomena sebenernya yang terjadi di Ibukota. Survey juga dilakukan pada pembeli dan pengguna tas jinjing premium karena memerlukan data dari pengalaman langsung, dalam hal ini pembelian dan penggunaan tas jinjing premium. Hasil survey lalu dianalisis menggunakan analisis deskriptif dan analisis factor pada SPSS untuk mencari faktor kuat pada segi motivasi, pendapatan informasi, dan evaluasi atribut pada consumer di Jakarta. Dari hasil penelitian menunjukan bahwa fenomena ini memang benar benar terjadi pada wanita di Jakarta. Komponen Aesthetic, Emotional, dan Trend, Social, and Investment and Collection ialah faktor yang memotivasi consumer di Jakarta. Komponen Non marketer dominated dan Marketer dominated, and Internet Source ialah faktor faktor yang tergolong signifikan memeberikan informasi kepada konsumer. Intrinsic, Extrinsic and Trend menjadi faktor pertimbangan dalam pembelian dan penggunaan tas jinjing premium di Jakarta.
Kata Kunci: Motivasi, Pendapatan Informasi, Evaluasi Atribut, Tas Jinjing Premium
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VALIDATION PAGE
CONSUMER MOTIVATION, INFORMATION EARNING, AND EVALUATION OF ATTRIBUTES OF PREMIUM HANDBAG IN JAKARTA
By ERGY ADHITAMA ID No: 19008133
A Final Project in Partial Fulfilment of the Requirement for the Degree of Bachelor of Management
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Approved by
Drs. Herry Hudrasyah, MA
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FOREWORD This final paper is made based on the writer’s interest in shopper behaviour, to expand the knowledge of marketing and to provide more insight to people about the related topic. This final paper is also made for fulfilling the requirement of School of Business and Management, Institute of Technology Bandung for undergraduate program.
What blessing God has not given to me? All sustenance and blessings always bestowed endless. Author is provided easiness to finish this final project through the grace. Thanks to both my parents and my brothers for their relentless supports, love, and pray. Thanks to my brother’s wife, Mrs Nurina, for all the favours. Researcher will never make it without you.
The writer would like to thanks to Mr Herry Hudrasyah as the supervisor of this final paper. He is very awesome in giving her hands to help and support the writer in progress of finishing this paper. Thanks for giving very great place to get deeper understanding about this topic.
Bunch of thanks for my friends in Bandung and Jakarta, My fellow high school mates (Galih, Riyandri, Mira, Rigi, Bogel, Anindya), SBM mates (Nara, Evan, Delya, Gadis, Pratiwi, Andre, Dien, Akri, Munggaran) for the never ending supports. Bandung companion in arms, kosan mates (Hendy, Aldo, Wicak, Naldy, Risyad, Wira, Fahmi) for the laughter and stress reliever. Special thanks to my lovely Safira Mareta, for her motivation, patient, pray, and love. It is also pleasure to thank all of parties who have supported in finishing this final project. Without all of them, the writer will not believe himself to finish this paper on time.
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LIST OF CONTENTS
ABSTRACT.........................................................................................................
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ABSTRAK ...........................................................................................................
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VALIDATION PAGE ........................................................................................
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FOREWORD ......................................................................................................
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LIST OF CONTENTS........................................................................................
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LIST OF TABLES ..............................................................................................
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LIST OF FIGURES ............................................................................................
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LIST OF APPENDIXES ....................................................................................
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CHAPTER I INTRODUCTION .......................................................................
1
1.1
Background ..................................................................................
1
1.2
Research Problems .......................................................................
3
1.3
Research Question .......................................................................
3
1.4
Research Objective ......................................................................
4
1.5
Research Scope & Limitation ......................................................
4
1.6
Report Structure ..........................................................................
4
CHAPTER II THEORETICAL FOUNDATION............................................
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2.1
Consumer Motivation ...................................................................
6
2.2
Information Earning......................................................................
6
2.2.1 Perception ..........................................................................
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2.2.2 Word of Mouth Marketing.................................................
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2.3
Evaluation of Attributes ................................................................
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2.4
Social Class ...................................................................................
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2.5
Lifestyle ........................................................................................
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CHAPTER III METHODOLOGY ...................................................................
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3.1
Research Contest...........................................................................
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3.2
Exploratory Research....................................................................
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3.2.1 Secondary Data ..................................................................
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3.2.2 In-Depth Interview.............................................................
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Descriptive Research.....................................................................
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3.3.1 Questionnaire Design.........................................................
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3.3
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3.3.2 Data Source and Measurement ..........................................
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3.3.3 Sampling Technique ..........................................................
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3.3.4 Data Analysis Technique ...................................................
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CHAPTER IV DATA ANALYSIS....................................................................
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4.1
In-Depth Interview........................................................................
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4.1.1 Motivation of Buying and Using Premium Handbag
4.2
in Jakarta ............................................................................
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4.1.2 Information Earning of Premium Handbag in Jakarta .......
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4.1.3 Evaluation of Attributes of Premium Handbag in Jakarta .
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Questionnaire ................................................................................
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4.2.1 Respondent Data ................................................................
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4.2.2 Consumer Motivation Analysis .........................................
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4.2.2.1 Consumer Motivation Descriptive Analysis .......
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4.2.2.2 Consumer Motivation of Premium Handbag Factor Analysis ...................................................
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4.2.3 Consumer Information Earning Analysis .........................
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4.2.3.1 Consumer Information Earning Descriptive Analysis ...............................................................
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4.2.3.2 Consumer Information Earning of Premium Handbag Factor Analysis ....................................
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4.2.4 Consumer Attribute Evaluation Analysis ..........................
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4.2.4.1 Consumer Attributes Evaluation Descriptive Analysis ...............................................................
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4.2.4.2 Consumer Attributes Evaluation of Premium Handbag Factor Analysis ....................................
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CHAPTER V CONCLUSION AND SUGGESTION......................................
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5.1
Conclusion ....................................................................................
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5.2
Recommendation ..........................................................................
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REFERENCES....................................................................................................
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LIST OF TABLES
Table 3.1 Questionnaire Design............................................................................
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Table 3.2 Data Source and Measurement ............................................................
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Table 4.1 KMO and Bartlett's Test ......................................................................
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Table 4.2 Total Variance Explained .....................................................................
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Table 4.3 Rotated Component Matrix of Motivation ...........................................
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Table 4.4 Component Grouping of Motivation ....................................................
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Table 4.5 Component Matrix of Motivation .........................................................
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Table 4.6 KMO and Bartlett's Test ......................................................................
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Tables 4.7 Total Variance Explained ...................................................................
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Tables 4.8 Rotated Component Matrix of Information Earning...........................
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Table 4.9 Component Grouping of Information Earning .....................................
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Table 4.10 Component Matrix of Information Earning........................................
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Table 4.11 KMO and Bartlett's Test ....................................................................
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Table 4.12 Total Variance Explained ..................................................................
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Table 4.13 Rotated Component Matrix of Evaluation of Attributes ...................
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Table 4.14 Component Grouping of Attributes Evaluation..................................
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Table 4.15 Component Matrix of Evaluation of Attributes ..................................
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LIST OF FIGURES
Figure 1.1 Hermes Birkin Handbag .....................................................................
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Figure 1.2 Bottega Veneta Nero Intrecciato Handbag..........................................
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Figure 4.3 Louis Vuitton Monogram Fetish ........................................................
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Figure 4.4 Chanel 255, signature design of Chanel .............................................
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Figure 4.3 Celine Boston Bag ..............................................................................
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Figure 4.4 Bottega Veneta Sale 2011 at Grand Indonesia ...................................
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Figure 4.5 Louis Vuitton Store at Plaza Indonesia Jakarta ..................................
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Figure 4.6 Gucci Advertising at Indonesian Magazine .......................................
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Figure 4.7 Age of Respondents.............................................................................
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Figure 4.8 Status of Respondents .........................................................................
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Figure 4.9 Occupation of Respondents.................................................................
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Figure 4.10 Expense of Respondents....................................................................
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Figure 4.11 Place to Buy.......................................................................................
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Figure 4.12 Amount of Bag ..................................................................................
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Figure 4.13 Favourite Brand .................................................................................
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Figure 4.14 Classic Medium Chanel Shopping Bag ............................................
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Figure 4.15 Hermes Kelly Handbag ....................................................................
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Figure 4.16 Motivation of Consumer ..................................................................
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Figure 4.17 Information Earning of Consumer ....................................................
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Figure 4.18 Attributes Evaluation of Consumer...................................................
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LIST OF APPENDIXES
APPENDIX A INTERVIEW QUESTION...........................................................
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APPENDIX B RESULT OF INTERVIEW..........................................................
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APPENDIX C QUESTIONNAIRE......................................................................
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APPENDIX D STATISTICALLY PROCESSED 7 ............................................
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