PENGARUH CONSUMER DECISION MAKING STYLESrepository.unair.ac.id/32954/1/HALAMAN DEPAN.pdf · Dalam...

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

ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA

SKRIPSI PENGARUH CONSUMER DECISION ... BAIYYINAH NURRAHMAH

ii



iii



iv



v

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-



vi

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,



http://www.hijup.com/




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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


2.2.6. Hubungan antara Confused by Overchoice


2.2.7. Hubungan antara Brand Loyal Consciousness


2.2.8. Hubungan antara Impulsiveness


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



xi

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



xii

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



xiii

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



xv

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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