COLLEGE STUDENT’S 7P MOTIVATING FACTORS AND POST PURCHASE BEHAVIOR ON CHOOSING MINIMARKET FINAL PROJECT
By Danar Adiwena 19009083
Undergraduate Program School of Business and Management Institut Teknologi Bandung
COLLEGE STUDENT’S 7P MOTIVATING FACTORS AND POST PURCHASE BEHAVIOR ON CHOOSING MINIMARKET Danar Adiwena 19009083 Final Examination Date: 6th August 2012 Graduation Date: 20th October 2012 Undergraduate Program School of Business and Management Institut Teknologi Bandung, 2012 Supervisor: Drs. Herry Hudrasyah, MA
ABSTRACT The population in Indonesia is a big attraction for retail businesses to expand its business in Indonesia. Moreover, the growth of income per capita increased every year that can give effect to the development of a retail business indirectly. According to Pudjianto, Chairman of the Indonesian Retail Entrepreneurs Association (Aprindo), the retail industry in Indonesia continues to experience growth of at least about 10 percent per year. According to Teguh Yunanto, Executive Director of Nielsen (2011), Minimarket increase about 42% in 2011 compared with 2010. Yongky Suryo Susilo, expert staff of Aprindo, added in the beginning of 2012 the fast moving consumer goods retail will grow 13%, whereas last year only about 11.7%. Development of retail business in Indonesia was marked also by the many emerging entrepreneurs in retail business. The increasing number of hypermarkets, supermarkets and minimarkets mark the growth of retail business in Indonesia. Minimarket has increased significantly since the franchise system that allows all people to open a branch, if it has a strategic place. The number of college students in Bandung is a great opportunity for retailers to expand their business. Many students typically come to the city that has many universities or a favorite university. The large number of college students are a big opportunities for retailers to make college students as their target market, to increase the sales increase. Students who live in dorm generally have limited expenditure each month, but basically students spend something, like food or drink without planning, they tend to be spontaneous when decided to buy something. Therefore there are needs to motivate college students to choose a mini as a place to shop. As a retailer, they tend to know about the motives that attract college student to choose minimarket and the after effect of college student post purchase decision. This research is use service marketing mix as tool determining variables of motivation from college student where living in lodging. The purpose of this research is offered insight into the motives of students who live in lodging, on choosing a minimarket, to the retail business as a reference to make college student as one of target market to increase the sales. The methods that used in the research are using literature review, focus group discussion, and questionnaire as tool, before the data from the questionnaire analyzed by SPSS 19 using factor, and regression analysis. At the end of the research shows that the motives that attract college students to repurchase to minimarket are promotion category followed by product category, where the availability of discount, voucher and completeness of categories and products affect college student post purchase decision. Key Words: Marketing, Minimarket, Service Marketing Mix, Consumer Motivation, Consumer Post Purchase Decision i
FAKTOR 7P YANG MEMOTIVASI MAHASISWA DAN PERILAKU PASCA PEMBELIAN DALAM MEMILIH MINIMARKET Danar Adiwena 19008025 Tanggal Sidang: 6 Agustus 2012 Tanggal Wisuda: 20 Oktober 2012 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2012 Pembimbing: Drs. Herry Hudrasyah, MA
ABSTRAKSI Populasi di Indonesia merupakan daya tarik besar bagi bisnis ritel untuk mengembangkan usahanya di Indonesia. Selain itu, peningkatan pendapatan per kapita meningkat setiap tahun, dapat memberikan efek terhadap perkembangan bisnis ritel secara tidak langsung. Menurut Pudjianto, Ketua Asosiasi Pengusaha Ritel Indonesia (Aprindo), industri ritel di Indonesia terus mengalami pertumbuhan sekitar 10 persen per tahun. Menurut Teguh Yunanto, Direktur Eksekutif Nielsen (2011), Minimarket meningkat sekitar 42% pada 2011 dibandingkan dengan 2010. Yongky Suryo Susilo, staf ahli dari Aprindo, menambahkan pada awal 2012 fast moving consumer goods akan tumbuh 13%, padahal tahun lalu hanya sekitar 11,7%. Perkembangan bisnis ritel di Indonesia ditandai juga oleh banyak bermunculan pengusaha dalam bisnis ritel. Meningkatnya jumlah hypermarket, supermarket dan minimarket menandai pertumbuhan bisnis ritel di Indonesia. Minimarket telah meningkat secara signifikan karena sistem waralaba yang memungkinkan semua orang untuk membuka cabang, jika memiliki tempat yang strategis. Jumlah mahasiswa di Bandung adalah kesempatan besar bagi pengecer untuk memperluas bisnis mereka. Jumlah besar mahasiswa adalah kesempatan besar bagi pengecer untuk membuat mahasiswa sebagai target pasar mereka, untuk meningkatkan meningkatkan penjualan. Oleh karena itu ada kebutuhan untuk memotivasi mahasiswa untuk memilih minimarket sebagai tempat untuk berbelanja. Sebagai pengusaha ritel, haruslah mengetahui motif yang menarik mahasiswa untuk memilih minimarket dan efek setelah keputusan mahasiswa pasca pembelian. Penelitian ini menggunakan layanan bauran pemasaran sebagai alat menentukan variabel motivasi dari mahasiswa perguruan tinggi di mana tinggal di penginapan. Tujuan penelitian ini adalah memberikan wawasan tentang motif mahasiswa, dalam memilih minimarket, sebagai referensi untuk pengusaha ritel dalam membuat mahasiswa sebagai salah satu target pasar untuk meningkatkan penjualan. Metode yang digunakan dalam penelitian ini menggunakan tinjauan pustaka, diskusi kelompok terfokus, dan kuesioner sebagai alat ukur data, selanjutnya data dari kuesioner dianalisa dengan perangkat lunak SPSS 19 dengan menggunakan faktor, dan analisis regresi. Pada akhir penelitian dapat ditemukan bahwa motif yang menarik mahasiswa untuk membeli kembali ke minimarket yang sama adalah kategori promosi diikuti oleh kategori produk, dimana ketersediaan diskon, voucher dan kelengkapan produk kategori dan plihan produk mempengaruhi keputusan mahasiswa pasca pembelian. Kata kunci: Pemasaran, Minimarket, Bauran Pemasaran Jasa, Motivasi Konsumen, Keputusan Konsumen Setelah Pembelian
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VALIDATION PAGE
COLLEGE STUDENT’S 7P MOTIVATING FACTORS AND POST PURCHASE BEHAVIOR ON CHOOSING MINIMARKET
By: Danar Adiwena ID No: 19009083
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Supervisor:
Drs. Herry Hudrasyah, MA NIP 131 914 187
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FOREWORD My gratitude to Allah SWT, for the blessing and grace, that made the author complete the final project as a first step to journey to the real world. From me to the world, that is a motivation when doing the final project, where in fact there are many shocks that must pass in order to accomplish this task. All the need to be patient earnest will find enlightenment in the end. Where happiness is grown up and enjoys working in line with this thesis. As only a dream, thank you also I pray to my beloved campus, SBM-ITB, which gives me the opportunity to run a college here. What a wonderful moment to study here. Acknowledgements I dedicate specifically to:
1. Allah SWT for giving experience and assistance in working on final project. Sheds the light when on the dark, give a peace in times of distress.
2. Huge thanks to my parents Harris Tulistya and Sri Waluyati who gave me a life. Because of them I exist, and to them I dedicated. Affection from them is the most genuine and lasting for me.
3. Thanks also to my brother and sister, Satwika Aditya and Rani Anindita who give me positive spirit to moving on.
4. Special thanks to Cisitulover friend which colored my life with unique and unimaginable experience. Consciously or unconsciously, you are all my man.
5. Thanks for all SBM-ITB 2012 mates, Adam Ultra Sjahbunan, Adrian Pacul, Aghnia Banat, Ahmad Reza, Ananda Marissya Widya, Andika Panengah, Andika Prasetya Putra, Andra Geraldy Yoseph, Andre Ananta, Andrian Nur Ramadhan, Annisa Ekky Kuswandari, Aryudho Mahardi Setianto, Ayu Azahra Karbala, Boy Rekato, Chandra Eko Putra, Dany Hutama Aji, Daymas Ryan Dipo, Farid Aziz Saleh, Febrandy, Giusti Reza, Haga Sudipta Kaban, Humaira Zahra, Ikhsan Armand Kasim, Indah Dewi Purnamasari, Indra Sebayang, Josua Todo Siagian, Kartika Dewi, Mirah Putu Nikita, Mutiara, Muhammad Abirafdi, Muhammad Hadyan Praharsa, Muhammad Ricky Febrian, Nacita Pramesty, Petrus Elian Ciptono, Putu Bayu, Roy Adam, Ryan Gulfa Wijaya, Sally Hanako, Shabrina Pritta Radyanti, because of us SBM glory. v
6. Huge thanks to my special dorm mates, Raedi Nurdiansyah and Mulham Anugrah Mubarak who always give me extraordinary experience as a family.
7. Big thanks to Hanindito Rasyid and Arif Nugraha who teach me to do this final project well.
8. Big Thanks to my friends my compatriots in doing the final project: Heldira Larashati, Muhammad Bian Arianandhika, Adryan Hafizh.
9. And of course to the special one, that give me experience on doing Final Project Drs. Herry Hudrasyah, MA, as the counselor of the Author. Thanks for all supports and direction during the process of making this final project.
I discover that my final project about college student behavior on choosing minimarket is far from perfect therefore any recommendation and critics are welcome to improve this final project. I hope this thesis can be useful for anyone who reads it. Thank you. Bandung, 27th July 2012
Danar Adiwena 19009083
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LIST OF CONTENTS ABSTRACT ……………………………………………………………………...……. i ABSTRAK …………………………………………………………………….………. ii VALIDATION PAGE …………………………………………………………......… iii FOREWORD ……………………………………………………………………....… iv LIST OF CONTENTS ……………………………………………………………….. vi LIST OF FIGURES ………………………………………………………………....... x LIST OF TABLES …………………………………………………………………... xii LIST OF APPENDICES ………………………………………………………….... xiii
CHAPTER 1 INTRODUCTION …………………………………………………….. 1 1.1 Background ………………………………………………………………………… 1 1.2 Problem Identification ……………………………………………...……………… 2 1.3 Research Objective ……………………………………………………………...…. 3 1.4 Research Question ………………………………………………………………..... 3 1.5 Research Limitation ………………………………………………………………... 3 1.6 Report Structure ……………………………………………………………………. 4
CHAPTER 2 THEORETICAL FOUNDATION …………………………………… 5 2.1 Supermarket ……………………………………………...………………………… 5 2.1.1 Minimarket …………………………………...………………………….. 5 2.2 Service Marketing Mix ……………………………………………...……………... 6 2.2.1 Marketing Mix ………………………………………………………...…. 6 2.2.1.1 Product ……………………………………………………...….. 7 2.2.1.2 Price ……………………...…………………………………….. 7 2.2.1.3 Place ……………………………………………………………. 7 2.2.1.4 Promotion ………………………………………………...……. 7 2.2.2 Expanded Service for Service Marketing …………………...…………… 7 2.2.2.1 People ………………………………………………………...... 7 2.2.2.2 Process …………………………………………...…………….. 8 2.2.2.3 Physical Evidence …………………………...…………………. 8 2.3 Consumer Behavior and Purchase Decision Process ………………………………. 8
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CHAPTER 3 METHODOLOGY …………………………………………………... 11 3.1 Research Diagram ………………………………………………………………… 11 3.2 Problem Identification ……………………………………...…………………….. 11 3.3 Explorative Research …………………………………...………………………… 11 3.3.1 Theoretical Foundation ……………………...……….…………………. 12 3.3.2 Focus Group Discussion ………………...……………………………… 12 3.4 Variable Identification …………………………………...……………………….. 12 3.5 Descriptive Research ………………………………………………...…………… 12 3.5.1 Questionnaire ………………………………………………………...…. 12 3.5.2 Sampling Design ………………………………………………………... 13 3.5.2.1 Define the Population …………………………………...……. 13 3.5.2.2 Sampling Frame ………………………………………………. 13 3.5.2.3 Select Sampling ……………………………………………..... 13 3.5.2.4 Sample Size ……………………………………………...…… 13 3.6 Data Collection and Analysis …………………………………………………...... 14 3.6.1 Validity Test ………………………………………………………...….. 14 3.6.2 Reliability Test ………………………………………………………….. 14 3.6.3 Frequency Analysis …………………………………………………...... 14 3.6.4 Factor Analysis …………………………………………………………. 14 3.6.5 Regression Analysis …………………………………………………….. 15 3.7 Conclusion and Recommendation …………………………...…………………… 15
CHAPTER 4 DATA ANALYSIS ……………………………………………...…… 17 4.1 Data Collection Preparation ………………………………………………………. 17 4.1.1 Variable Identification ……………………………………………..…… 17 4.1.1.1 Theoretical Foundation ……………………………………….. 17 4.1.1.2 Focus Group Discussion ……………………………………… 17 4.1.1.3 The Variables ……………………………………………….… 17 4.1.2 Questionnaire Design …………………………………………………… 18 4.1.3 Sampling Design …...…………………………………………………… 20 4.1.3.1 Define the Population …………………………………...……. 20 4.1.3.2 Sampling Frame ………………………………………………. 20 4.1.3.3 Select Sampling ……………………………………………..... 20 4.1.3.4 Sample Size ……………………………………………...…… 20 vii
4.1.4 Pre-Test Analysis ……………………………………………………….. 21 4.1.4.1 Pre-Test Validity ……………………………………………… 21 4.1.4.2 Pre-Test Reliability ……………………………………...……. 21 4.2 Data Collection Analysis …………………………………………………………. 22 4.2.1 Validity …………………………………………………………...…….. 22 4.2.2 Reliability ……………………………………………………...……….. 22 4.2.3 Data Respondent Analysis ………………………………………...……. 23 4.2.3.1 Age and Gender Distributing …………………………………. 23 4.2.3.2 Respondent Expense and Arrival Intensity …………………… 24 4.2.3.3 Purchasing Plan ………………………………………………. 25 4.2.3.4 Motivation to Visit Minimarket ………………………………. 26 4.2.4 Frequency Analysis …………………………………………………….. 26 4.2.4.1 Price Variable Frequency …………………………………...... 27 4.2.4.2 Product Variable Frequency …………………….……..……... 28 4.2.4.3 Place Variable Frequency ……………………...……………... 29 4.2.4.4 Physical Evidence Variable Frequency …………...………….. 31 4.2.4.5 Promotion Variable Frequency ……………………………….. 32 4.2.4.6 People Variable Frequency …………………………………… 33 4.2.4.7 Process Variable Frequency ………………………………….. 34 4.2.4.8 Post Purchase Decision Variable ………………………….….. 35 4.2.5 Factor Analysis …………………………………………………………. 37 4.2.5.1 Factor Analysis of Service Marketing Mix Variable …...…….. 37 4.2.5.2 Factor Analysis of Post Purchase Behavior Variable …...……. 44 4.2.6 Regression Analysis …………………………………………………….. 47
CHAPTER 5 CONLUSION AND RECOMMENDATION ……………………… 53 5.1 Conclusion ……………………………………………………………………...… 53 5.1.1 Frequency Analysis Conclusion …………………………………...…… 53 5.1.2 Factor Analysis Conclusion …………………………………………….. 54 5.1.3 Regression Analysis Conclusion ………………………...……………... 54 5.2 Recommendation ………………………………………………………...……….. 55 5.2.1 Recommendation Based on Motivation Factor ……………………...…. 55 5.2.2 Recommendation Based on Post Purchase …………………………...… 55
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REFERENCES …………………………………………………………...…………. 57 APPENDICES ……………………………………………………………………….. 59
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LIST OF FIGURES
Figure 2.1 Kotler’s Buyer Decision Process …………………………………………… 8 Figure 3.1 Research Diagram ………………………………………………...………. 11 Figure 3.2 Tendency Formula ………………………………………………………… 14 Figure 4.1 Age Distribution …………………………………………………...……… 23 Figure 4.2 Gender ……………………………………………………………...……... 23 Figure 4.3 Expenses …………………………………………………………………... 24 Figure 4.4 Arrival Intensity ……………………………………………………...…… 24 Figure 4.5 Purchasing Plan ……………………………………………………...……. 25 Figure 4.6 Purchasing Motivation ……………………………………...…………….. 26 Figure 4.7 Low Price …………………………………………...…………………….. 27 Figure 4.8 Price Suitability ………………………………………………………….... 27 Figure 4.9 Choice of the Products …………………………………………...……….. 28 Figure 4.10 Completeness of the Products ……………………………………...……. 29 Figure 4.11 Location ………………………………………………………………….. 29 Figure 4.12 Distance ………………………………………………………………….. 30 Figure 4.13 Parking Access ……………………………………………………...…… 30 Figure 4.14 Product Arrangement ……………………………………………………. 31 Figure 4.15 Discount ………………………………………………………………..... 32 Figure 4.16 Voucher ………………………………………………………………..... 32 Figure 4.17 Hospitality ……………………………………………………………..... 33 Figure 4.18 Employee Performance …………………………………………...……... 34 Figure 4.19 Speed of Service …………………………………………………………. 34 Figure 4.20 Opening Time ……………………………………………………………. 35 Figure 4.21 Giving Recommendation ………………………………………………… 35 Figure 4.22 Considering Other Option ……………………………………………...... 36 Figure 4.23 Loyalty ……………………………………………………………...…… 37 x
Figure 4.24 Service Marketing Mix Variable Scree Plot ………………….…………. 40 Figure 4.25 Post Purchase Behavior Variable Scree Plot ...…………………………... 46
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LIST OF TABLES
Table 4.1 Variables …………………………………………………………………… 18 Table 4.2 Questionnaire Design ……...………………………………………………. 19 Table 4.3 Pre Test Reliability ……………………………………………………...…. 21 Table 4.4 Reliability ……………………………………...…………………………... 22 Table 4.5 Service Marketing Mix Variable KMO and Bartlett’s Test 1st Step ………. 37 Table 4.6 Anti-Image Correlation Service Marketing Mix Variable 1st Step ………… 38 Table 4.7 Service Marketing Mix Variable KMO and Bartlett’s Test 2nd Step ……… 38 Table 4.8 Anti-Image Correlation Service Marketing Mix Variable 2nd Step ……...… 39 Table 4.9 Communalities Service Marketing Mix Variable ……………………..…… 40 Table 4.10 Total Variance Explained Service Marketing Mix Variable ……………... 40 Table 4.11 Component Matrix Service Marketing Mix Variable ………………….…. 42 Table 4.12 Rotated Component Matrix Service Marketing Mix Variable ………….... 43 Table 4.13 Component Transformation Matrix Service Marketing Mix Variable ...…. 44 Table 4.14 KMO and Bartlett’s Test Post Purchase Behavior Variable ……………… 44 Table 4.15 Anti-Image Matrices Post Purchase Behavior Variable ………………….. 45 Table 4.16 Communalities Post Purchase Behavior Variable ……………………...… 45 Table 4.17 Total Variance Explained Post Purchase Behavior Variable …………..… 45 Table 4.18 Component Matrix Dependent Variable ………...…………………...…… 46 Table 4.19 Correlations ……………………………………………………………..... 48 Table 4.20 Variables Entered/Removed ……………………………………………… 49 Table 4.21 Model Summary ………………………………………………………….. 50 Table 4.22 ANOVA …………………………………………………………………... 50 Table 4.23 Coefficients ……………………………………………………………….. 51
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LIST OF APPENDICES
APPENDIX A: QUESTIONNAIRE …………………………………...…………... 60 APPENDIX B: VALIDITY TEST …………………………...…………………….. 63 APPENDIX C: FACTOR ANALYSIS ………………………………...…………... 69 APPENDIX D: REGRESSION ANALYSIS …………………...………………….. 70
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