TUGAS AKHIR PENGARUH SERVICE QUALITY, PRODUCT QUALITY, DAN SALESPERSON COMPETENCE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION DAN TRUST OF MANUFACTURER PADA PRODUK KOSMETIK MAYBELLINE DI SURABAYA
Ditulis untuk memenuhi sebagian persyaratan akademik guna memperoleh gelar Sarjana Ekonomi Strata Satu
Oleh : NAMA
: VIVY FAREIZHA P.Y.
NPM
: 01120110060
PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS PELITA HARAPAN SURABAYA 2014
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KATA PENGANTAR Pertama-tama penulis ingin mengucapkan puji syukur kepada Tuhan Yang Maha Esa yang terus memberikan hikmat dan kesehatan yang luar biasa dalam menyelesaikan tugas akhir persyaratan akademik guna mengejar gelar studi yaitu Strata Satu Sarjana Ekonomi di Universitas Pelita Harapan Surabaya ini. Penulis meyajini bahwa pengungkapan, penyajian, maupun penggunaan kata-kata dan bahasa pada penelitian ini dirasa masih sangat jauh dari sempurna. Oleh karena itu dengan segala kerendahan hari penulis mengharapkan saran, kritik dan segala bentuk pengarahan dari semua pihak untuk perbaikan penelitian tugas akhir ini. Pada kesempatan ini penulis juga ingin sekali memberikan ucapan terima kasih yang begitu besar kepada pihak-pihak yang telah membantu dan mendukung atas terselesaikannya penelitia ini hingga akhir. Ucapan terima kasih ini khususnya ditujukan kepada: 1. Prof. Louie Divinagracia, selaku Dekan Fakultas Ekonomi Universitas Pelita Harapan Surabaya. 2. Pak Ronald S.T., M.M selaku pembimbing akademik yang membantu banyak hal dalam kehidupan perkuliahan yang saya lalui selama berkuliah di UPHS, serta dosen pembimbing pertama yang turut memberikan masukan dan arahan kepada penulis untuk penyelesian penelitin ini. 3. Miss Amelia S.E., RFP-I., M.M, selaku dosen pembimbing kedua yang telah mencurahkan begitu besar pehatian, tenaga, serta memberikan dorongan yang begitu tinggi kepada saya dari awal hingga penelitian ini dapat diselesaikan. 4. Pak Nathan, selaku dosen penguji pertama yang telah membantu dan memberikan
saran-saran
serta
perhatian
sehingga
saya
dapat
menyelesaikan penelitian ini. 5. Ibu Oliandes, selaku dosen penguji kedua yang turut membantu saya dalam memberi masukan.
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6. Kedua orang tua saya, dan adik-adik saya Dimas dan Sivha yang senantiasa mendoakan dan memberikan kesabaran dalam menyelesaikan penelitian ini. 7. Teman baik saya Amanda, Filian dan Pamela, yang telah memberikan support dan semangat kepada saya dan telah menemani, menghibur dan selalu ada untuk saya dimasa-masa yang sulit selama perkuliahan. 8. Sari, Inyol, Indah, Novi, Usla teman baik dan sepupu yang sudah banyak membantu memberi banyak masukan dan memberikan semangat kepada saya dalam mengerjakan penelitian ini. 9. Teman-teman seperjuangan lain yang membantu memberikan semangat dalam penyelesaian penelitian ini. 10. Pihak-pihak lain yang tidak dapat disebut satu persatu yang telah membantu penulis dalam penyusunan penelitian ini. Hanya doa yang dapat penulis panjatkan semoga Tuhan Yang Maha Esa berkenan membalas semua kebaikan dan dukungan dari Bapak, Ibu, Saudara, dan teman-teman sekaligus. Semoga penelitian ini bisa bermanfaat terutama bagi diri pribadi penulis serta pihak-pihak yang berkepentingan dengan topic yang sama. Segala kritik dan saran atas penelitian ini tentunya akan sangat bermanfaat untuk penyempurnaan selanjutnya.
Surabaya, 15 Oktober 2014
Vivy Fareizha P. Y.
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DAFTAR ISI Halaman Judul .............................................................................................. i Lembar Pernyataan Keaslian Tugas Akhir................................................ ii Lembar Persetujuan Dosen Pembibing ...................................................... iii Lembar Persetujuan Tim Penguji Tugas Akhir ........................................ iv Abstrak ........................................................................................................... v Kata Pengantar ............................................................................................. vii Daftar Isi ........................................................................................................ ix Daftar Gambar .............................................................................................. xiii Daftar Tabel................................................................................................... xiv BAB I Pendahuluan ...................................................................................... 1 1.1 Latar Belakang Masalah ............................................................................ 1 1.2 Batasan Masalah........................................................................................ 10 1.3 Rumusan Masalah ..................................................................................... 10 1.4 Tujuan Penelitian ...................................................................................... 11 1.5 Manfaat Penelitian .................................................................................... 11 1.6 Sistematika Penulisan ............................................................................... 12 BAB II Telaah Pustaka dan Pengembangan Hipotesis ............................. 14 2.1 Telaah Pustaka dan Pengembangan Hipotesis .......................................... 14 2.1.1 Repurchase Intention ...................................................................... 14 2.1.2 Customer Satisfaction ..................................................................... 16 2.1.3 Trust of Manufacturer .................................................................... 19 2.1.4 Salesperson Competence ................................................................ 20 2.1.5 Product Quality .............................................................................. 22 2.1.6 Service Quality ............................................................................... 24 2.2 Penelitian Terdahulu ................................................................................. 25 2.3 Pengembangan Hipotesis .......................................................................... 27 2.3.1 Pengaruh Service Quality terhadap Customer Satisfaction.............. 27 2.3.2 Pengaruh Product Quality terhadap Customer Satisfaction ............ 28 2.3.3 Pengaruh Salesperson Competenceterhadap Trust of Manufacturer ................................................................................................................... 29
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2.3.4 Pengaruh Customer Satisfaction terhadap Trust of Manufacturer... 29 2.3.5 Pengaruh Customer Satisfactionterhadap Repurchase Intention ..... 30 2.3.6 Pengaruh Trust of Manufacturer terhadap Repurchase Intention .... 31 2.4 Model Penelitian ....................................................................................... 31 2.5 Bagan Alur Berpikir .................................................................................. 32 BAB III Metodologi Penelitian .................................................................... 33 3.1 Jenis Penelitian .......................................................................................... 33 3.1.1 Jenis Data ......................................................................................... 33 3.2 Populasi dan Sampel ................................................................................. 34 3.2.1 Populasi ............................................................................................ 34 3.2.2 Sampel .............................................................................................. 34 3.3 Metode Pengumpulan Data ....................................................................... 35 3.4 Definisi Operasional dan Pengumpulan Variabel ..................................... 38 3.5 Metode Analisis Data ................................................................................ 39 3.5.1 Pengolahan Data............................................................................... 39 3.5.2 Pengujian Hipotesis.......................................................................... 40 3.5.2.1 Uji Validitas ......................................................................... 40 3.5.2.2 Uji Realibilitas ..................................................................... 41 3.5.2.3 Uji Asumsi Klasik ................................................................ 41 3.5.2.4 Analisis Linear Regresi Berganda (Multiple Regression) .... 44 3.5.2.5 Koefisien Korelasi................................................................ 45 3.5.2.6 Koefisien Determinasi.......................................................... 46 3.5.2.7 Uji F ..................................................................................... 47 3.5.2.8 Uji T ..................................................................................... 47 BAB IV Analisis Data dan Pembahasan ..................................................... 48 4.1 Gambaran Umum Maybelline ................................................................... 48 4.2 Analisis Data ............................................................................................. 49 4.2.1 Statistik Deskriptif ........................................................................... 49 4.2.1.1 Karakteristik Responden ...................................................... 49 4.2.1.2 Gambaran Umum Responden Berdasarkan usia .................. 49 4.2.1.3 Tanggapan Responden ......................................................... 50 4.2.2 Analisis Deskriptif Variabel ............................................................. 57
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4.2.2.1 Penjelasan Responden Terhadap Repurchase Intention ...... 57 4.2.2.2 Penjelasan Responden Terhadap Customer Satisfaction ..... 58 4.2.2.3 Penjelasan Responden Terhadap Trust of Manufacturer ..... 60 4.2.2.4 Penjelasan Responden Terhadap Salesperson Competence . 61 4.2.2.5 Penjelasan Responden Terhadap Product Quality ............... 62 4.2.2.6 Penjelasan Responden Terhadap Service Quality ................ 63 4.2.3 Uji Validitas ..................................................................................... 65 4.2.4 Uji Reabilitas.................................................................................... 66 4.2.5 Pengujian Asumsi Klasik Regresi .................................................... 67 4.2.5.1 Uji Normalitas ...................................................................... 67 4.2.5.2Uji Multikolinearitas ............................................................. 71 4.2.5.3 UjiHeterokedastisitas ........................................................... 72 4.2.5.4 Uji Linearitas ........................................................................ 76 4.3 Metode Analisis Statistik .......................................................................... 76 4.3.1 Analisis Regresi ............................................................................... 76 4.3.1.1 Analisis Regresi Berganda ................................................... 76 4.3.2 Analisis Koefisien Korelasi ............................................................. 80 4.3.2.1 Analisis Koefisien Korelasi Berganda ................................. 80 4.3.3 Analisis Koefisien Determinasi ....................................................... 81 4.4 Metode Pengujian Hipotesis ..................................................................... 82 4.4.1 Uji Signifikansi Simultan (Uji-F) .................................................... 82 4.4.2 Uji Signifikansi Parsial (Uji-T) ........................................................ 83 4.5 Pembahasan ............................................................................................... 84 BAB V Kesimpulan ....................................................................................... 99 5.1 Simpulan ................................................................................................... 99 5.1.1 Simpulan Atas Hipotesis .................................................................. 99 5.1.1.1 Pengaruh service quality terhadap customer satisfaction .... 99 5.1.1.2 Pengaruh product qualityterhadap customer satisfaction .... 100 5.1.1.3 Pengaruh salesperson competenceterhadap trust of manufacturer .......................................................................................................... 101 5.1.1.4 Pengaruh customer satisfaction terhadap trust of manufacturer .......................................................................................................... 101
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5.1.1.5 Pengaruh customer satisfactionterhadap repurchase intention .......................................................................................................... 102 5.1.1.6 Pengaruh trust of manufacturer terhadaprepurchase intention .......................................................................................................... 102 5.1.2 Simpulan Atas Masalah Penelitian .................................................. 103 5.2 Implikasi .................................................................................................... 104 5.2.1 Implikasi Teoritis ............................................................................. 104 5.2.2 Implikasi Manajerial ........................................................................ 105 5.3 Rekomendasi ............................................................................................. 109 DAFTAR PUSTAKA .................................................................................... 110 LAMPIRAN A ................................................................................................ A-1 LAMPIRAN B ................................................................................................ B-1 LAMPIRAN C ................................................................................................ C-1 LAMPIRAN D ................................................................................................ D-1 LAMPIRAN E ................................................................................................ E-1 LAMPIRAN F................................................................................................. F-1
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DAFTAR GAMBAR BAB II 2.1 Model Penelitian .......................................................................................
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BAB IV 4.1 Diagram Pie Responden Berdasarkan Usia ..............................................
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4.2Scatterplot Uji Normalitas Customer Satisfaction .....................................
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4.3Scatterplot Uji Normalitas Repurchase Intention ......................................
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4.4 Scatterplot Uji NormalitasTrust of Manufacturer.....................................
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4.5Scatterplot Uji HeterokedastisitasCustomer Satisfaction ..........................
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4.6Scatterplot Uji HeterokedastisitasRepurchase Intention ...........................
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4.7 Scatterplot Uji HeterokedastisitasTrust of Manufacturer .........................
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4.8Model Penelitian beserta nilai standarized coefficients .............................
80
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DAFTAR TABEL BAB I 1.1 Top Brand Index 2014 .............................................................................. 4 1.2 Top Brand For Teens Index 2014 ............................................................. 4 1.3 Sepuluh Brand Kosmetik Terbaik di Dunia .............................................. 6 BAB III 3.1 Desain Inti Kuisioner ................................................................................ 37 3.2 Definisi Operasional Variabel ................................................................... 38 3.3 Rules of Thumb Mengenai Ukuran Koefisien Determinasi....................... 46 BAB IV 4.1 Responden Berdasarkan Usia .................................................................... 49 4.2 Derajat Penilaian Setiap Variabel ............................................................. 51 4.3 Tanggapan Responden Berdasarkan Repurchase Intention ...................... 51 4.4 Tanggapan Responden Berdasarkan Customer Satisfaction ..................... 52 4.5 Tanggapan Responden Berdasarkan Trust of Manufacturer .................... 53 4.6 Tanggapan Responden Berdasarkan Salesperson Competence ................ 54 4.7 Tanggapan Responden Terhadap Product Quality ................................... 55 4.8 Tanggapan Responden Terhadap Service Quality .................................... 56 4.9 Distribusi Jawaban Responden terhadap variabel Repurchase Intention . ......................................................................................................................... 57 4.10 Distribusi Jawaban Responden terhadap variabelCustomer Satisfaction ......................................................................................................................... 59 4.11 Distribusi Jawaban Responden terhadap variabel Trust of Manufacturer ......................................................................................................................... 60 4.12 Distribusi Jawaban Responden terhadap variabel Salesperson Competence ......................................................................................................................... 61 4.13 Distribusi Jawaban Responden terhadap variabel Product Quality ........ 62 4.14 Distribusi Jawaban Responden Terhadap Variabel Service Quality ....... 64 4.15 Hasil Uji Validitas VariabelRepurchase Intention.................................. 65
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4.16 Hasil Uji Validitas VariabelCustomer Satisfaction................................. 65 4.17Hasil Uji Validitas Variabel Trust of Manufacturer ................................ 65 4.18 Hasil Uji ValiditasVariabel Salesperson Competence ............................ 65 4.19 Hasil Uji Validitas Variabel Product Quality ......................................... 66 4.20 Hasil Uji Validitas Variabel Service Quality .......................................... 66 4.21 Hasil Uji Reliabilitas Repurchase Intention ............................................ 66 4.22 Hasil Uji Reliabilitas Customer Satisfaction........................................... 66 4.23 Hasil Uji Reliabilitas Trust of Manufacturer .......................................... 66 4.24 Hasil Uji Reliabilitas Salesperson Competence ...................................... 67 4.25 Hasil Uji Reliabilitas Product Quality .................................................... 67 4.26 Hasil Uji Reliabilitas Service Quality ..................................................... 67 4.27Kolmogorov Smirnov model 1 (SQ,PQ*CS) .......................................... 68 4.28Kolmogorov Smirnov model 2 (CS,TOM*RI) ....................................... 68 4.29 Kolmogorov Smirnov model 3 (CS,SC*TOM) ..................................... 69 4.30Nilai Tolerence dan VIF........................................................................... 71 4.31Hasil Uji Spearsman’s 1(SQ,PQ*CS) ...................................................... 73 4.32Hasil Uji Spearsman’s 2(CS,TOM*RI) ................................................... 74 4.33 Hasil Uji Spearsman’s 3(CS,SC*TOM) ................................................. 75 4.34Hasil Uji Linearitas .................................................................................. 76 4.35Hasil Uji Regresi Berganda (SQ,PQ*CS) ................................................ 76 4.36Hasil Uji Regresi Berganda (CS,TOM*RI) ............................................. 77 4.37Hasil Uji Regresi Berganda (CS,SC*TOM) ............................................ 79 4.38Hasil Analisis Koefisien Determinasi 1 (R2) ........................................... 81 4.39Hasil Analisis Koefisien Determinasi 2 (R2) ........................................... 81 4.40Hasil Analisis Koefisien Determinasi 3 (R2) ........................................... 81 4.41Hasil Uji F ................................................................................................ 82 4.42Hasil Uji T ................................................................................................ 83 BAB V 5.1 Implikasi Teoritis ...................................................................................... 104 5.2. Implikasi Manajerial ................................................................................ 108
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