TUGAS AKHIR ANALISIS PENGARUH AWARENESS TERHADAP PURCHASE INTENTION MELALUI RISK PERCEPTION, ACCEPTABILITY, AFFORDABILITY, DAN ACCESSIBILITY (STUDI PADA PRODUK FASHION "RUDEMARS" DI SURABAYA)
Ditulis untuk memenuhi sebagian persyaratan akademik guna mempeorleh gelar Sarjana Ekonomi Strata Satu
Oleh: NAMA
: ARDI SURYA ANGGRIAWAN
NPM
: 01120110012
Program Studi Manajemen Fakultas Ekonomi Universitas Pelita Harapan Surabaya 2014
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 meyakini 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 penelitian ini hingga akhir. Ucapan terima kasih ini khususnya ditujukan kepada: 1. Bapak Ronald S.T., M.M selaku pembimbing akademik yang telah memberikan banyak sekali bantuan dalam proses perkuliahan maupun kehidupan penulis selama di UPHS. Serta sebagai pembimbing pertama yang memberikan arahan serta bantuan selama proses penelitian ini berjalan. 2. Ibu Oliandes Sondakh S.E., M.M, selaku dosen pembimbing kedua yang juga telah mencurahkan banyak waktu, pikiran dan perhatian serta membantu banyak sekali hal bagi penulis selama proses perkuliahan. 3. Kedua keluarga penulis serta Gabriella Sanjaya, yang senantiasa mendukung dan mendampingi dalam menyelesaikan penelitian ini. 4. Roinardes, Felix (Andreas) Ehm Ehm, dan teman-teman yang tidak dapat disebutkan satu persatu yang telah memberikan kenangan, bantuan, dan semangat selama proses perkuliahan dan penyelesaian penulisan ini.
5. Pihak-pihak lain yang tidak dapat disebut satu persatu yang telah membantu penulis dalam menyelesaikan 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 topik yang sama. Segala kritik dan saran atas penelitian ini tentunya akan sangat bermanfaat untuk penyempurnaan selanjutnya.
Surabaya, 20 Nopember 2014
Ardi Surya Anggriawan
DAFTAR ISI HALAMAN JUDUL ...................................................................................... .......................................................................................................................... i LEMBAR PERNYATAAN KEASLIAN TUGAS AKHIR ........................ .......................................................................................................................... ii LEMBAR PERSETUJUAN DOSEN PEMBIMBING ............................... .......................................................................................................................... iii LEMBAR PERSETUJUAN TIM PENGUJI TUGAS AKHIR ................. .......................................................................................................................... iv ABSTRAK....................................................................................................... .......................................................................................................................... v KATA PENGANTAR .................................................................................... .......................................................................................................................... vii DAFTAR ISI ................................................................................................... .......................................................................................................................... ix DAFTAR GAMBAR ...................................................................................... .......................................................................................................................... xiii DAFTAR TABEL........................................................................................... .......................................................................................................................... xiv DAFTAR LAMPIRAN .................................................................................. .......................................................................................................................... xvi BAB I PENDAHULUAN ............................................................................... .......................................................................................................................... 1 1.1 Latar Belakang Masalah............................................................................. .................................................................................................................... 1 1.2 Batasan Masalah......................................................................................... .................................................................................................................... 7 1.3 Rumusan Masalah ...................................................................................... .................................................................................................................... 8
1.4 Tujuan Penelitian........................................................................................ .................................................................................................................... 8 1.5 Manfaat Penelitian...................................................................................... .................................................................................................................... 9 1.5.1 Manfaat Teoritis ................................................................................ .................................................................................................................... 9 1.5.2 Manfaat Praktis.................................................................................. .................................................................................................................... 9 1.6 Sistematika Penulisan................................................................................. .................................................................................................................... 10 BAB II TINJAUAN PUSTAKA DAN PENGEMBANGAN HIPOTESIS .......................................................................................................................... 11 2.1 Landasan Teori ........................................................................................... .......................................................................................................................... 11 2.1.1 Purchase intention............................................................................. .......................................................................................................................... 11 2.1.2 Acceptability...................................................................................... .......................................................................................................................... 12 2.1.3 Affordability ...................................................................................... .......................................................................................................................... 12 2.1.4 Accessibility....................................................................................... .......................................................................................................................... 13 2.1.5 Risk Perception.................................................................................. .......................................................................................................................... 14 2.1.3 Awareness.......................................................................................... .......................................................................................................................... 15 2.2 Penelitian Terdahulu................................................................................... .......................................................................................................................... 15 2.3 Pengembangan Hipotesis ........................................................................... .......................................................................................................................... 17 2.3.1 Pengaruh Awareness terhadap Risk Perception ................................ .......................................................................................................................... 17
2.3.2 Pengaruh Risk Perception terhadap Acceptability............................. .......................................................................................................................... 18 2.3.3 Pengaruh Risk Perception terhadap Affordablity .............................. .......................................................................................................................... 19 2.3.4 Pengaruh Risk Perception terhadap Accessibility ............................. .......................................................................................................................... 20 2.3.5 Pengaruh Acceptability terhadap Purchase Intention ....................... .......................................................................................................................... 20 2.3.6 Pengaruh Affordablity terhadap Purchase Intention ......................... .......................................................................................................................... 21 2.3.7 Pengaruh Accessibility terhadap Purchase Intention ........................ .......................................................................................................................... 22 2.4 Model Penelitian......................................................................................... .......................................................................................................................... 23 2.5 Bagan Alur Berpikir ................................................................................... .......................................................................................................................... 24 BAB III METODOLOGI PENELITIAN .................................................... .......................................................................................................................... 25 3.1 Jenis Penelitian ........................................................................................... .......................................................................................................................... 25 3.2 Populasi dan Sampel .................................................................................. .......................................................................................................................... 25 3.2.1 Populasi ............................................................................................. .......................................................................................................................... 25 3.2.2 Sampel ............................................................................................... .......................................................................................................................... 25 3.3 Metode Pengumpulan Data ........................................................................ .......................................................................................................................... 27 3.4 Definisi Operasional dan Pengukuran Variabel ......................................... .......................................................................................................................... 28 3.5 Metode Analisis Data ................................................................................. .......................................................................................................................... 30
3.5.1 Pengolahan Data................................................................................ .......................................................................................................................... 30 3.5.2 Pengujian Hipotesis........................................................................... .......................................................................................................................... 30 3.5.3 Uji Reliabilitas................................................................................... .......................................................................................................................... 39 BAB IV ANALISIS DATA DAN PEMBAHASAN ..................................... .......................................................................................................................... 40 4.1 Gambaran Umum “Rudemars” .................................................................. .......................................................................................................................... 40 4.1.1 Company Profile ............................................................................... .......................................................................................................................... 40 4.1.2 Responden ......................................................................................... .......................................................................................................................... 41 4.2 Analisis Data .............................................................................................. .......................................................................................................................... 42 4.2.1 Statistik Deskriptif............................................................................. .......................................................................................................................... 42 4.2.2 Hasil Pengujian Kualitas Data........................................................... .......................................................................................................................... 43 4.2.2.1 Evaluasi Normalitas Data......................................................... .......................................................................................................................... 48 4.2.2.2 Evaluasi Outliers ...................................................................... .......................................................................................................................... 48 4.2.2.2.1 Univariate Outliers ...................................................... .......................................................................................................................... 49 4.2.2.2.2 Multivariate Outliers.................................................... .......................................................................................................................... 50 4.2.2.3 Evaluasi Multicollinearity dan Singularity............................... .......................................................................................................................... 51 4.2.2.4 Analisis Faktor Konfirmatori (Confirmatory Factor Analysis) .......................................................................................................................... 51
4.2.2.4.1 Analisis Faktor Konfirmatori Variabel Eksogen.......... .......................................................................................................................... 51 4.2.2.4.2 Analisis Faktor Konfirmatori Variabel Endogen ......... .......................................................................................................................... 53 4.2.2.5 Analisis Full Structural Equation Modeling ............................ .......................................................................................................................... 60 4.2.2.6 Pengujian terhadap Nilai Residual ........................................... .......................................................................................................................... 64 4.2.2.7 Uji Reliability dan Variance Extract ........................................ .......................................................................................................................... 64 4.2.2.7.1 Uji Reliability ............................................................... .......................................................................................................................... 64 4.2.2.7.2 Variance Extracted....................................................... .......................................................................................................................... 65 4.2.3 Hasil Pengujian Hipotesis ................................................................. .......................................................................................................................... 67 4.2.3.1 Pengujian Hipotesis 1............................................................... .......................................................................................................................... 67 4.2.3.2 Pengujian Hipotesis 2............................................................... .......................................................................................................................... 67 4.2.3.3 Pengujian Hipotesis 3............................................................... .......................................................................................................................... 68 4.2.3.4 Pengujian Hipotesis 4............................................................... .......................................................................................................................... 68 4.2.3.5 Pengujian Hipotesis 5............................................................... .......................................................................................................................... 68 4.2.3.6 Pengujian Hipotesis 6............................................................... .......................................................................................................................... 69 4.2.3.7 Pengujian Hipotesis 7............................................................... .......................................................................................................................... 69 4.3 Pembahasan ................................................................................................ .......................................................................................................................... 70
BAB V KESIMPULAN.................................................................................. .......................................................................................................................... 75 5.1 Simpulan..................................................................................................... .......................................................................................................................... 75 5.1.1 Simpulan Atas Hipotesis ................................................................... .......................................................................................................................... 75 5.1.2 Simpulan Atas Masalah Penelitian.................................................... .......................................................................................................................... 76 5.2 Implikasi..................................................................................................... .......................................................................................................................... 78 5.2.1 Implikasi Teoritis .............................................................................. .......................................................................................................................... 78 5.2.2 Implikasi Manajerial.......................................................................... .......................................................................................................................... 79 5.3 Rekomendasi .............................................................................................. .......................................................................................................................... 81 DAFTAR PUSTAKA ..................................................................................... .......................................................................................................................... 82 LAMPIRAN A ................................................................................................ .......................................................................................................................... A-1 LAMPIRAN B ................................................................................................ .......................................................................................................................... B-1 LAMPIRAN C ................................................................................................ .......................................................................................................................... C-1
DAFTAR GAMBAR BAB I 1.1 Desain Baju Rudemars ............................................................................... 5 BAB II 2.1 Model Penelitian......................................................................................... 23 BAB III 3.1 Diagram Alur Kerangka Pemikiran Teoritis .............................................. 32 BAB IV 4.1 Profil Responden Berdasarkan Jenis Kelamin ........................................... 41 4.2 Profil Responden Berdasarkan Usia........................................................... 42 4.3 Confirmatory Analysis Exogenus ............................................................... 54 4.4 Confirmatory Analysis Endogenus Risk Perception .................................. 53 4.5 Confirmatory Analysis Endogenus Acceptability....................................... 55 4.6 Confirmatory Analysis Endogenus Affordability ....................................... 56 4.7 Confirmatory Analysis Endogenus Accessibility........................................ 58 4.8 Confirmatory Analysis Endogenus Purchase Intention ............................. 59 4.9 Full Structural Equation Model ................................................................. 62
DAFTAR TABEL BAB I 1.1 Sigi Awal.................................................................................................... .......................................................................................................................... 6 BAB III 3.1 Desain Inti Kuesioner................................................................................. .......................................................................................................................... 28 3.2 Definisi Operasional Variabel .................................................................... .......................................................................................................................... 29 3.3 Keterangan Dimensi Konstruk ................................................................... .......................................................................................................................... 33 3.4 Keterangan Hubungan Konstruk ................................................................ .......................................................................................................................... 34 3.5 Hasil Konversi ke Dalam Persamaan Model Pengukuran untuk Konstruk Eksogen ............................................................................................................ .......................................................................................................................... 34 3.6 Hasil Konversi ke Dalam Persamaan Model Pengukuran untuk Konstruk Endogen............................................................................................................ .......................................................................................................................... 35 3.7 Indeks Pengujian Kelayakan Sebuah Model (Goodness of Fit Index)....... .......................................................................................................................... 38 BAB IV 4.1 Profil Responden Berdasarkan Jenis Kelamin dan Usia ............................ .......................................................................................................................... 41 4.2 Statistik Deskriptif...................................................................................... .......................................................................................................................... 43 4.3 Derajat Penilaian Setiap Variabel............................................................... .......................................................................................................................... 44
4.4 Statistik Deskriptif Variabel....................................................................... .......................................................................................................................... 44 4.5 Indeks Pengujian Kelayakan Model........................................................... .......................................................................................................................... 47 4.6 Hasil Uji Normalitas Data .......................................................................... .......................................................................................................................... 49 4.7 Statistik Deskriptif Z-Score........................................................................ .......................................................................................................................... 50 4.8 Mahalanobis Distance................................................................................ .......................................................................................................................... 51 4.9 Nilai Faktor Loading Konstruk Eksogen.................................................... .......................................................................................................................... 52 4.10 Uji Faktor Konstruk Eksogen................................................................... .......................................................................................................................... 53 4.11 Nilai Faktor Loading Konstruk Endogen Risk Perception....................... .......................................................................................................................... 54 4.12 Uji Bobot Faktor Konstruk Endogen Risk Perception ............................. .......................................................................................................................... 54 4.13 Nilai Faktor Loading Konstruk Endogen Acceptability ........................... .......................................................................................................................... 55 4.14 Uji Bobot Faktor Konstruk Endogen Acceptability ................................. .......................................................................................................................... 56 4.15 Nilai Faktor Loading Konstruk Endogen Affordability............................ .......................................................................................................................... 57 4.16 Uji Bobot Faktor Konstruk Endogen Affordability .................................. .......................................................................................................................... 57 4.17 Nilai Faktor Loading Konstruk Endogen Accessibility............................ .......................................................................................................................... 58 4.18 Uji Bobot Faktor Konstruk Endogen Accessibility .................................. .......................................................................................................................... 59 4.19 Nilai Faktor Loading Konstruk Endogen Purchase Intention.................. .......................................................................................................................... 60
4.20 Uji Bobot Faktor Konstruk Endogen Purchase Intention ........................ .......................................................................................................................... 60 4.21 Indeks Pengujian Kelayakan .................................................................... .......................................................................................................................... 62 4.22 Regression Weight Full Structural Model................................................ .......................................................................................................................... 63 4.23 Hasil Standard Loading Data .................................................................. .......................................................................................................................... 65 4.24 Hasil Measurement Error Data................................................................ .......................................................................................................................... 65 4.25 Perhitungan Reliabilitas Data................................................................... .......................................................................................................................... 65 4.26 Hasil Square Standardized Loading Data................................................ .......................................................................................................................... 66 4.27 Perhitungan Variance Extracted Data ..................................................... .......................................................................................................................... 66 4.28 Perbandingan Reliability dan Variance Extracted ................................... .......................................................................................................................... 66 4.29 Hasil Uji Hipotesis ................................................................................... .......................................................................................................................... 69 BAB V 5.1 Implikasi Teoritis ....................................................................................... .......................................................................................................................... 78 5.2 Implikasi Manajerial................................................................................... .......................................................................................................................... 81
DAFTAR LAMPIRAN
LAMPIRAN A .............................................................................................
A-1
LAMPIRAN B ………………………………………………..……………
B-1
LAMPIRAN C ……………………………………………………………..
C-1
