PENGARUH CONSUMER DECISION MAKING STYLES TERHADAP ATTITUDE TOWARDONLINE SHOPPING DAN PURCHASE INTENTION DI SKRIPSI

ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA

PENGARUH CONSUMER DECISION MAKING STYLES TERHADAP ATTITUDE TOWARDONLINE SHOPPING DAN PURCHASE INTENTION DI WWW.HIJUP.COM

SKRIPSI

DIAJUKAN UNTUK MEMENUHI SEBAGIAN PERSYARATAN DALAM MEMPEROLEH GELAR SARJANA MANAJEMEN DEPARTEMEN MANAJEMEN PROGRAM STUDI MANAJEMEN

DIAJUKAN OLEH BAIYYINAH NURRAHMAH NIM: 041211233090

FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS AIRLANGGA SURABAYA 2016

SKRIPSI

PENGARUH CONSUMER DECISION ...

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KATA PENGANTAR

Segenap puja dan puji syukur kepada Allah SWT sebagai sumber dari segala sumber pengetahuan, karena atas rahmat dan hidayah-Nya penyusunan skripsi yang berjudul “PENGARUH DIMENSI CONSUMER DECISION MAKING STYLES TERHADAP ATTITUDE TOWARD ONLINE SHOPPING DAN PURCHASE INTENTION DI WWW.HIJUP.COM” ini dapat diselesaikan. Penulis menyadari bahwa dalam proses penulisan skripsi ini banyak mengalami kendala, namun berkat bantuan, bimbingan, kerjasama dari berbagai pihak dan berkah dari Allah SWT sehingga kendala-kendala yang dihadapi tersebut dapat diatasi. Untuk itu penulis menyampaikan ucapan terima kasih kepada bapak, ibu, saudara-saudara, dan teman- teman seperjuangan. Dalam penyusunan skripsi ini, penulis banyak memperoleh petunjuk dan bimbingan dari berbagai pihak. Sehubungan dengan hal tersebut, maka pada kesempatan ini penulis menyampaikan ucapan terima kasih dan penghargaan yang sebesar-besarnya kepada: 1. Bapak Prof. Dr. Moh. Nasih, SE., MT., Ak., CA selaku rektor Universitas Airlangga. 2. Ibu Prof. Dr. Dian Agustia, SE., M.Si., Ak., CA., CMA selaku dekan Fakultas Ekonomi dan Bisnis Universitas Airlangga. 3. Ibu Dr. Praptini Yulianti, SE., M.Si selaku kepala departemen manajemen, Fakultas Ekonomi dan Bisnis Universitas Airlangga. 4. Ibu Dr. Masmira Kurniawati, SE., M.Si selaku ketua program studi S1 manajemen, Fakultas Ekonomi dan Bisnis Universitas Airlangga. 5. Bapak

Sony

Kusumasondjaja,

SE.,M.Com.,Ph.D

selaku

dosen

pembimbing penulis, terima kasih telah meluangkan waktu untuk membimbing penulis dengan sabar. 6. Dosen-dosen Fakultas Ekonomi dan Bisnis Universitas Airlangga, yang telah membagikan ilmu dan wawasannya kepada penulis, terutama dosen-

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dosen konsentrasi manajemen pemasaran pada program studi S1 manajemen. 7. Teman-teman bimbingan skripsi Aku Anak Sehat terima kasih atas segala saran dan bantuannya. 8. Teman – teman yang selalu memberi semangat dan bantuannya.

Segala kritik dan saran yang membangun dari semua pihak akan sangat membantu dalam usaha perbaikan skripsi ini, sehingga penelitian ini dapat memberikan manfaat bagi pihak-pihak yang berkepentingan.

Surabaya, 2 Juni 2016

Baiyyinah Nurrahmah NIM: 041211233090

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ABSTRAK Berkembangnya industri fashion muslim Indonesia dan kemajuan teknologi menciptakan peluang yang sangat menguntungkan. Hijup.com menjadi satu – satunya pioneer e-commerce fashion muslim pertama di Indonesia bahkan dunia. Penelitian bertujuan untuk mengetahui pengaruh setiap dimensi consumer decision making stylesterhadap attitude toward online shopping dan purchase intention produk fashion hijab di www.hijup.com. Metode Structural Equation Modelling (SEM) dengan AMOSdigunakan untuk menguji model dan menguji hipotesis penelitian. Total 280 responden wanita yang mengetahui atau pernah membeli fashion hijab di www.hijup.com telah dikumpulkan untuk diuji. Sehingga hasil penelitian menunjukkan bahwa consumer decision making styles fashion consciousness, brand consciousness, dan high quality consciousness berpengaruh positif signifikan terhadap attitude toward online shoppingdi www.hijup.com, dan attitude toward online shoppingberpengaruh positif signifikan terhadap purchase intentionproduk fashion hijab di www.hijup.com. Penelitian ini menyumbang pemahaman lebih luas mengenai teori consumer decision making styles dan perilaku konsumen pada produk fashion. Dan mengidentifikasi bagaimana karakteristik konsumen pada perilaku online sehingga Pemasar dapat menggunakan informasi ini sebagai dasar profile konsumen dan program pengembangan konsumen agar sesuai kebutuhan konsumen Keywords : Consumer Behavior, Consumer Decision Making Styles, E-commerce Online Shopping,

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ABSTRACT The Growth of muslim fashion industry and the advance of technology create graet opportunity in marketplace. Hijup.com is one of the pioneer of muslim fashion e-commerce in Indonesia and the first in the world. The purpose of this paper are to investigate the relationship of each consumer decision making styles as the basic of need and consumer segmentation through attitude to online shopping and purchase intentionfashion hijab product in www.hijup.com. With total 280 woman who have purchace fashion hijab online in www.hijup.com provided usable response. Structural equation modelling using AMOS was employed to test the proposed model and research hypothesis. So the results of this research explain that consumer decision making style fashion consciousness, brand consciousness, and high quality consciousness had positive effect on attitude on online shopping and intent to shop fashion hijab product through hijup.com. this study contributes to further theoritical understanding of types of consumer that likes to purchase apparel online. By identifiying individual consumer characteristics, this study can provide retailers with an initial profile of consumers who shop fashion at hijup.com. retailers can use this information to further development of their e-commerce to meet the needs of their customers. Keywords : Consumer Behavior, Consumer Decision Making Styles,E-commerce Online Shopping,

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DAFTAR ISI

HALAMAN JUDUL ..................................................................................... i HALAMAN PERSETUJUAN..................................................................... ii HALAMAN PERNYATAAN ORISINALITAS SKRIPSI...................... iii DECLARATION ......................................................................................... iv KATA PENGANTAR .................................................................................. v ABSTRAK .................................................................................................. vii ABSTRACT ............................................................................................... viii DAFTAR ISI ................................................................................................ ix DAFTAR GAMBAR ................................................................................. xiii DAFTAR TABEL...................................................................................... xiv DAFTAR LAMPIRAN ............................................................................. xvi

BAB I : PENDAHULUAN 1.1. Latar belakang ................................................................................... 1 1.2. Rumusan masalah.............................................................................. 8 1.3. Tujuan penelitian............................................................................... 9 1.4. Manfaat penelitian........................................................................... 10 1.5. Sistematika penelitian ..................................................................... 10

BAB II : TINJAUAN PUSTAKA 2.1. Landasan teori ................................................................................. 12 2.1.1. Konsep pemasaran ................................................................. 12 2.1.2. Consumer Behaviour Online .................................................. 13 2.1.3. Decision Making Process....................................................... 14 2.1.4. Consumer Decision Making Styles......................................... 17 2.1.4.1. Price Consciousness .................................................... 18 2.1.4.2. Fashion Consciousness................................................ 20 2.1.4.3. Brand Consciousness ................................................... 21 2.1.4.4. High Quality Consciousness........................................ 22

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2.1.4.5. Recreational Shopping Consciousness ........................ 23 2.1.4.6. Brand Loyal Consciousness......................................... 24 2.1.4.7. Confused by Overchoice .............................................. 25 2.1.4.8. Impulsiveness ............................................................... 25 2.1.5. Attitude ................................................................................... 26 2.1.6. Purchase Intention ................................................................ 28 2.2. Hubungan Antar Variabel ............................................................... 29 2.2.1. Hubungan antara High Quality Consciousness terhadap Attitude toward Online Shopping ........................................... 29 2.2.2. Hubungan antara Brand Consciousness terhadap Attitude toward Online Shopping ............................................ 30 2.2.3. Hubungan antara Fashion Consciousness terhadap Attitude toward Online Shopping ......................................................... 31 2.2.4. Hubungan antara Recreational Shopping Consciousness terhadap Attitude toward Online Shopping ............................. 32 2.2.5. Hubungan antara Price Consciousness terhadap Attitude toward Online Shopping ............................. 33 2.2.6. Hubungan antara Confused by Overchoice terhadap Attitude toward Online Shopping ............................. 34 2.2.7. Hubungan antara Brand Loyal Consciousness terhadap Attitude toward Online Shopping ............................. 34 2.2.8. Hubungan antara Impulsiveness terhadap Attitude toward Online Shopping ............................. 35 2.2.9. Hubungan antara Attitude toward Online Shopping dan Purchase Intention .................................................................. 36 2.3. Penelitian Sebelumnya .................................................................... 37 2.3.1 Kang, Kim, Wu (2013)............................................................ 37 2.4. Kerangka Konseptual ...................................................................... 38

BAB III : METODE PENELITIAN 3.1. Pendekatan Penelitian ..................................................................... 41 3.2. Identifikasi Variabel ........................................................................ 42

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3.3. Definisi Operasional........................................................................ 43 3.3.1. Consumer Decision Making Styles......................................... 43 3.3.2. Attitude towardOnline Shopping ............................................ 49 3.3.3. Purchase Intention ................................................................. 49 3.4. Jenis dan Sumber Data .................................................................... 50 3.5. Prosedur Pengumpulan Data ........................................................... 51 3.6. Teknik Analisis ............................................................................... 52

BAB IV : HASIL DAN PEMBAHASAN 4.1. Gambaran Umum Subjek dan Objek Penelitian ............................. 59 4.1.1. Objek Penelitian ..................................................................... 59 4.1.2. Subjek Penelitian.................................................................... 60 4.2. Deskripsi Karakteristik Responden ................................................. 60 4.2.1. Karakteristik Responden Berdasarkan Usia ......................... 60 4.2.2. Karakteristik Responden Berdasarkan Penghasilan ............. 61 4.2.3. Karakteristik Responden Berdasarkan Status Pekerjaan ...... 62 4.2.4. Karakteristik Responden Berdasarkan Kota Tempat Tinggal ................................................................................. 64 4.3. Deskripsi Jawaban Responden ........................................................ 65 4.3.1. Deskripsi Jawaban Responden atas High Quality Consciousness.................................................................... 66 4.3.2. Deskripsi Jawaban Responden atas Brand Consciousness... 66 4.3.3. Deskripsi Jawaban Responden atas Fashion Consciousness 67 4.3.4. Deskripsi Jawaban Responden atas Recreational Shopping Consciousness................................................................. 68 4.3.5. Deskripsi Jawaban Responden atas Price Consciousness .... 69 4.3.6. Deskripsi Jawaban Responden atas Confused by Overchoice ...................................................................................... 70 4.3.7. Deskripsi Jawaban Responden atas Brand Loyal Consciousness....................................................................... 71 4.3.8. Deskripsi Jawaban Responden atas Impulsiveness ............... 72

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4.3.9. Deskripsi Jawaban Responden atas Attitude ........................ 73 4.3.10. Deskripsi Jawaban Responden atas Purchase Intention..... 74 4.4. Analisis Measurement Model .......................................................... 75 4.4.1. Construct Validity ................................................................. 76 4.4.2. Construct Reliability ............................................................. 82 4.5. Analisis Structural Equation Modelling ......................................... 86 4.5.1 Evaluasi Asumsi SEM ............................................................. 86 4.5.2 Analisis Structural Model ....................................................... 88 4.6. Pembahasan ..................................................................................... 96

BAB V : SIMPULAN DAN SARAN 5.1 Simpulan ....................................................................................... 103 5.2 Kontribusi Penelitian..................................................................... 104 5.3 Saran.............................................................................................. 105

DAFTAR PUSTAKA LAMPIRAN

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DAFTAR GAMBAR GAMBAR 2.1 Stages in Consumer Decision Making ............................. 15 GAMBAR 2.2 Model Penelitian............................................................... 38 GAMBAR 2.3 Structural Model............................................................... 89

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DAFTAR TABEL Tabel 3.1 Goodness of Fit Indicate ............................................................ 56 Tabel 4.1 Karakteristik Responden Berdasarkan Usia ............................... 60 Tabel 4.2 Karakteristik Responden Berdasarkan Penghasilan per Bulan .. 61 Tabel 4.3 Karakteristik Responden Berdasarkan Status Pekerjaan ............ 62 Tabel 4.4 Karakteristik Responden Berdasarkan Kota Tempat Tinggal .... 64 Tabel 4.5 Kategori Mean dari Skor Interval............................................... 65 Tabel 4.6 Statistik Deskriptif Variabel High Quality Consciousness ........ 66 Tabel 4.7 Statistik Deskriptif Variabel Brand Consciousness ................... 67 Tabel 4.8 Statistik Deskriptif Variabel Fashion Consciousness ................ 68 Tabel 4.9 Statistik Deskriptif Variabel Recreational Shopping Consciousness .............................................................................................. 69 Tabel 4.10 Statistik Deskriptif Variabel Price Consciousness................... 70 Tabel 4.11 Statistik Deskriptif Variabel Cofused by Overchoice.............. 71 Tabel 4.12 Statistik Deskriptif Variabel Brand Loyal Consciousness ....... 72 Tabel 4.13 Statistik Deskriptif Variabel Impulsiveness ............................. 73 Tabel 4.14 Statistik Deskriptif Variabel Attitude ....................................... 74 Tabel 4.15 Statistik Deskriptif Variabel Purchase Intention ..................... 75 Tabel 4.16 Uji CFA Variabel High Quality Consciousness ...................... 76 Tabel 4.17 Uji CFA Variabel Brand Consciousness ................................. 77 Tabel 4.18 Uji CFA Variabel Fashion Consciousness .............................. 77 Tabel 4.19 Uji CFA Variabel Recreational Shopping Consciousness ...... 78 Tabel 4.20 Uji CFA Variabel Price Consciousness .................................. 79 Tabel 4.21 Uji CFA Variabel Confused by Overchoice ............................ 79 Tabel 4.22 Uji CFA Variabel Brand Loyal Consciousness....................... 80 Tabel 4.23 Uji CFA Variabel Impulsiceness ............................................. 80 Tabel 4.24 Uji CFA Variabel Attitude toward Online Shopping .............. 81 Tabel 4.25 Uji CFA Variabel Purchase Intention ..................................... 82 Tabel 4.26 Nilai Construct Reliability........................................................ 84 Tabel 4.27 Hasil Uji Outlier Multivariate .................................................. 87

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Tabel 4.28 Nilai Goodness of Fit Structural Model ................................... 90 Tabel 4.29 Uji Kausalitas Regression Weight ........................................... 91 Tabel 4.30 Rangkuman Hasil Uji Hipotesis ............................................... 95

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DAFTAR LAMPIRAN LAMPIRAN 1

: Kuisioner Penelitian

LAMPIRAN 2

: Data Hasil Penelitian

LAMPIRAN 3

: Tabel Frekuensi Karakteristik Responden

LAMPIRAN 4

: Tabel Frekuensi Variabel Penelitian

LAMPIRAN 5

: Hasil Analisis Measurement Model

LAMPIRAN 6

: Hasil Analisis Structural Model

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PENGARUH CONSUMER DECISION MAKING STYLES TERHADAP ATTITUDE TOWARDONLINE SHOPPING DAN PURCHASE INTENTION DI SKRIPSI

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